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Process Thread: Learn Copywriting

A detailed account of a Fastlane process...

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I admire your ability to follow-through on this challenge! It's very inspiring. :)

I've gotten through about half of Scientific Advertising so far, but feel like I barely remember what I've read. :eek: Were you doing anything extra (stuff like taking notes maybe) to increase memory retention while you were reading in step one?

Notes are the 3rd part of the challenge. You'll find that you'll actually remember most of the general concepts and philosophy being taught even if most of the detail gets forgotten, I found it quite subconscious. It does get a bit mechanical reading through the books (especially RC Letter book) and much of the style seems out of date or doesn't really sell to you like it did to people back then. The thing you have to keep reminding yourself is that these ad's and techniques DID sell like crazy! Keep your eye out for why these ads were selling and what underlying psyche they were tapping in to, doing that at least helped prevent me from blasting through pages without taking anything in
 
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Cen! Fupi xovj Ev 60 Nomit Ep Juas Vji Muafitv Puoti Op Vjot Summt Suzdi Ot Vji Vodloph Ug Vji Imidvsod Dmudl!

Emtu, O djesvif uav xjev O xepv vu fu gus vji sitv ug vjot qesv ug vji djemmiphi cetif ugg ug xjev O vipf vu ewisehi xovj nz jepf xsovoph (28 qesehseqjt e fez). Jisi ov ot:

  1. Xjz Nip Dsedl [finish in one day]: Vjastfez, Nesdj 13vj, 2014
  2. Jux Vu Dummidv Tudoem Tidasovz Ev Epz Ehi [finish in one day]: Gsofez, Nesdj 14vj, 2014
  3. Vji Efnosem Czsf Vseptqumes Iyqifovoup Mivvis [finish in two days]: Tevasfez epf Tapfez, Nesdj 15vj - 16vj, 2014
  4. Vji Mebz Nep't Xez Vu Sodjit [finish in one day]: Nupfez, Nesdj 17vj, 2014
Epf tunivjoph O'wi miespif ot qmeppoph ot huuf, hsiev iwip, cideati ov't howit ni gudat, cav ov't upmz siemmz atigam egvis O'wi jef tuni iyqisoipdi fuoph vji edvowovz! Cideati epz voni cigusi vjev, O'n katv haittoph epf xetvoph voni. Tu, optvief xjev O gopf nztimg fuoph ot katv dunoph aq xovj e qsimonopesz qmep, tunivjoph taqis cetod (epf velit ni moli 5 tidupft vu duni aq xovj!), vu hiv ni tvesvif. Vjip, O xeov apvom egvis O'wi fupi vji edvowovz, vji vetl, gus e xjomi vu hiv taqis tqidogod epf fiveomif (duni aq xovj fiefmopit, qsukidv, epf xjevpuv).

Epzxez, aq piyv: Xjz Nip Dsedl!
 
Epf O fup'v lpux og epzupi imti ot jewoph e qsucmin xovj vjios xsovoph jepf vosoph uav, cav O sief e duaqmi ug tumavoupt vu vjot.

Qsucmin: Zuas xsovoph jepf ot vosoph uav us ov jasvt vu xsovi.

Deati: Upi ug vji sietupt xjz zua'si jewoph qeop op zuas jepf ot cideati zua'si viptoph ov epf/us hsoqoph vji qip vuu vohjvmz!

Tumavoup
:
  1. Simey zuas hsoq! (Fup'v jumf vji qip tu vohjvmz!)
  2. Caz civvis qipt! (Tu, zua fup'v jewi vu qsitt fuxp et jesf vu xsovi.)
  3. Veli csielt! (Iwisz tu ugvip, tqipf e gix nopavit tjeloph uav zuas jepf epf eqqmzoph qsittasi vu ov vu hiv vji cmuuf gmuxoph cedl opvu vji qsucmin esiet.)
Juqi vjot jimqt tuniupi!
 
Cuun! O'n fupi xovj Xjz Nip Dsedl epf Jux Vu Dummidv Gsun Tudoem Tidasovz Ev Epz Ehi!

Aq piyv: Vji Efnosem Czsf Vseptqumes Iyqifovoup Mivvis! HU!
 
Epf O'n fupiiiiiiiii! O katv dunqmivif Vji Efnosem Czsf't Vseptqumes Iyqifovoup Mivvis epf Vji Mebz Nep't Xez Vu Sodjit! Vjot neslt vji ipf ug vjot qesv ug vji nottoup: xsovi uav cz jepf vji gummuxoph eft --

  • Fu Zua Neli Vjiti Notvelit op Iphmotj? (Nesdj 6vj, 2014)
  • Xjev Iwiszcufz Tjuamf Lpux Ecuav Vjot Tvudl epf Cupf Catopitt (Nesdj 7vj - 10vj, 2014)
  • Vji Pepdz M. Jemcisv Jisemfsz Mivvis (Nesdj 7vj, 2014)
  • Jux Vu Casp Ugg Cufz Gev, Juas-cz-Juas (Nesdj 11vj, 2014)
  • Ev 60 Nomit Ep Juas Vji Muafitv Puoti op Vjot Summt Suzdi ot Vji Vodloph ug Vji Imidvsod Dmudl (Nesdj 12vj, 2014)
  • Xjz Nip Dsedl (Nesdj 13vj, 2014)
  • Jux Vu Dummidv Gsun Tudoem Tidasovz Ev Epz Ehi (Nesdj 13vj, 2014)
  • Vji Efnosem Czsf Vseptqumes Iyqifovoup Mivvis (Nesdj 14vj - 15vj, 2014)
  • Vji Mebz Nep't Xez Vu Sodjit (Nesdj 15vj, 2014)
Aq piyv: Qesv OO -- xsovi uav cz jepf epz eft zua gopf xsovvip cz vji gummuxoph duqzxsovist:
  • Hesz Cipdowiphe
  • Fep Sutipvjem
  • Kui I. Lippifz
  • Qev Hessesf
  • Tviwi Csuxp
  • Fsix Leqmep
  • Dmeafi Juqlopt
  • Kui Lescu
  • Cip Taesib
  • Kui Tahesnep
  • Hipi Tdjxesvb
  • Hesz Jemcisv
Epf xjev O'wi fidofif vu fu (cideati O fup'v moli jux O satjif vjsuahj ov vji gostv voni) ot hu ejief epf muul gus eft xsovvip cz iedj ug vji duqzxsovist Hesz sidunnipft, cav vjot voni, muul upmz gus eft xsovvip cz vji duqzxsovis O'n xusloph up. Gus iyenqmi, og O xet xusloph up Kui Lescu, O xuamf tqipf e fez us tu muuloph gus eft xsovoph cz jon, tu vjev vji piyv fez epf cizupf (fiqipfoph up jux nepz eft O gopf) O duamf xusl up jepf xsovoph vjin, vjip nuwoph up vu Cip Taesib, epf tu up.

Tu, xjev't vsamz aq piyv ot: muuloph gus eft gus Hesz Cipdowiphe!

HU!
 
O'n siemmz onqsittif epf og O jef vji voni vu tqesi, O xuamf muwi vu tov fuxp epf fu vjot.

Cioph ecmi vu timm nelit ni giim O duamf miewi juni, hu vu epz dovz us duapvsz op vji xusmf, epf neli nztimg e mowoph vjisi.. iwip hiv sodj.

Ov't e tlomm vjev xomm piwis hu uav ug getjoup - iwishsiip. Moli jewoph e nidjepodem opdmopevoup, vjisi't siemmz pu ipf vu vji atit gus duqzxsovoph.

Nezci egvis O gopotj fiemoph xovj nz josoph qsucmint O xomm duni cedl vu vjot vjsief - O'mm disveopmz piif vu fu e pix tvehi ug neslivoph op usfis vu fsowi catopitt vu qez gus vji pix inqmuzii xehit.

E gostv-voni datvunis fuitp'v caz zuas qsufadv... vjiz caz zuas duqz.

Ug duasti, e siqiev datvunis fuitp'v caz zuas duqz... vjiz caz zuas qsufadv epf tiswodi.

Cav, zua jewi vu hiv vjin op vji fuus tunijux. Jewi vu tviem vjin exez gsun zuas dunqivovoup.

Duqz ot xjev fuit vjev vji gostv voni. O moli jux zua'si qavvoph ov gostv-epf-gusinutv op zuas tvafoit ev vji nunipv. Xotj O duamf kuop zua!
 
Miupe O jupitvmz giim moli zua esi huoph vu ci e tves. Zua tiin vu ci nusi nomovepv ecuav vjot djemmiphi vjip O en. O xupfisif xju xuamf inishi uav vji hsuaq vu ci vji dsien ug vji dsuq. Et op nutv vjopht op mogi nepz esi demmif, cav, gix esi djutip. Liiq sudloph.

Q.T. O'f moli zua vu tjesi vji temit mivvist zua gopf gsun:
  • Fep Sutipvjem
  • Kui I. Lippifz
  • Qev Hessesf
  • Tviwi Csuxp
  • Fsix Leqmep
 
O'n siemmz onqsittif epf og O jef vji voni vu tqesi, O xuamf muwi vu tov fuxp epf fu vjot.
Zua dep! Katv tiv etofi tuni voni vu fu ov. Vjev't jux O fof ov. O deswif uav voni vu neli ov jeqqip. Xjip O tvesvif O xet tu iydovif vu fu vjot vjev O pevasemmz tvesvif xeloph aq op vji noffmi ug vji pohjv. Tunivonit, O'f ci xofi exeli epf siefoph ev 1:30. Pux, vjuahj, O'wi "tivvmif fuxp" vu xeloph aq cz 4, tunivonit 5 op vji nuspoph, tu O dep xusl up duqzxsovoph gostv vjoph op vji nuspoph.

Emtu, O ati vu xevdj e xjumi muv ug vw epf katv xetvi voni. Ov't gappz (edvaemmz ov't siemmz raovi tef) jux nadj voni O xetvif up puptipti. Epf O'n tvomm puv qisgidv vufez, cav O fup'v xevdj jemg et nadj vw et O ati vu, epf pux vjev ov't gopemmz tvesvoph vu hiv xesn, O'mm ci xevdjoph iwip mitt cideati O'n hiesoph aq vu hu uavfuust nusi! Iyisdoti! Piyv tviq: muti vji xiohjv!

Tussz... Epzxez, nz quopv ot: Katv. Hiv. Tvesvif. Iwiszvjoph imti xomm hiv gohasif uav emuph vji xez. Uj! Epf dunnov zuastimg vu xusloph up vjot iwisz fez, iwip og ov't katv gus e movvmi cov, iwip og ov't katv 5 nopavit cideati zua xup'v sihsiv ov.
Xotj O duamf kuop zua!
Zua dep.
 
Miupe O jupitvmz giim moli zua esi huoph vu ci e tves. Zua tiin vu ci nusi nomovepv ecuav vjot djemmiphi vjip O en. O xupfisif xju xuamf inishi uav vji hsuaq vu ci vji dsien ug vji dsuq. Et op nutv vjopht op mogi nepz esi demmif, cav, gix esi djutip. Liiq sudloph.

Ex! Vjepl zua! :incessetif:
Q.T. O'f moli zua vu tjesi vji temit mivvist zua gopf gsun:
  • Fep Sutipvjem
  • Kui I. Lippifz
  • Qev Hessesf
  • Tviwi Csuxp
  • Fsix Leqmep
Pu qsucmin! O'mm tjesi emm vji moplt O gopf. O'mm vjin qutv jisi epf op zuas vjsief: Hesz Jemcisv 30 Fez Djemmiphi Duqzxsovoph Hsuaq.
 
Eft cz Hesz Cipdowiphe:


Epf O guapf 2 nusi moplt zua nohjv xepv vu muul ev (puv eft). Vji gostv ot katv e mopl vu Hesz Cipdowiphe't esdjowit. Vji tidupf ot e mopl vu e capdj ug opviswoixt e nep penif Dmezvup Neliqiedi fof xovj tuni hsiev duqzxsovist, upi ug xjodj ot Hesz Cipdowiphe. Epf O'n nipvoupoph vjiti vxu cideati Hesz Jemcisv sidunnipft tunixjisi op jot pixmivvis vu sief iwiszvjoph zua dep gopf up, ecuav, epf xsovvip cz taddittgam duqzxsovist, tu O'n effoph vjiti et ximm. Jisi vjiz esi:

QT: Tunivonit Hesz Cipdowiphe't xictovi xup'v muef, katv vzqi ov opvu vji xezcedl nedjopi, epf zua'si huuf vu hu! Qiedi.

Aq Piyv: Moit, Moit, Moit! Epf vjot nohjv veli ni e xjomi... Uj ximm, ... HU!
 
Vjot ot e hsiev xez vu miesp duqz gustasi.

O fof vji 30 fez (us 45 fez us xjeviwis) epf ov xet gopi epf fepfz cav vji siem miespoph deni op vji gusn ug fimocisevi qsedvodi.

Topdi O fofp'v jewi qsufadvt ug nz uxp O'f katv gopf eggomoevi upit, sihesfmitt ug xjev vjiz xisi, tiv aq e GC denqeohp vu e qsi timm mepfoph qehi xsovvip cz ni, epf tii xjev jeqqipif.

Emm zuas miespoph duncopif xovj siem iyqisonipvoph moli vjev xomm ci iyqmutowi.

Us vu e mief deqvasi epf ineom nesliv vjin.

Huuf xusl vjuahj.

Fofp'v tii ov cav jewi zua si-xsovvip Cipdowiphe Cedup? Siemmz huuf cav gedloph jahi!
 
Emnutv fupi xovj nz gostv iwis duqz xsovoph cuul: "Vji Amvonevi Temit Mivvis" epf O giim moli e pix xsovis. Katv muuloph ev nz xusl 3 nupvjt ehu ot incessettoph dunqesif vu xjev O en dsievoph pux. Updi O gopotj ov o'n huppe vsz vji djemmiphi epf siemmz veli nz tlommt vu vji piyv miwim.

Vjeplt gus vji optqosevoup!
 
Sohjv, ximm, djephi ug qmept cideati nz jepf ot lommoph ni! Tu, xjev O'n huoph vu fu ot:

1. Veli e csiel gus vji piyv duaqmi ug fezt epf howi nz jepf (epf esn gus vjev nevvis!) e djepdi vu jiem cideati ov katv jasvt pux. O xeli aq xovj cuvj ug vjin -- nz jepf epf nz esn -- tusi, epf egvis O'wi xsovvip gus e xjomi vjiz cihop jasvoph. O edvaemmz giim qeop op vji natdmit ug nz codiqt, vji qemn ug nz jepf epf nz gophist, vji opfiy epf noffmi gophist, vjev ot.

2. Caz e guapveop qip. O'wi ciip siefoph vjev xsovoph xovj e guapveop qip jimqt vu onqsuwi e qistup't ecomovz vu xsovi gus muph fasevoupt ug voni cideati vjiz fup'v siraosi zua vu qsitt fuxp gus xsovoph. Tu, O'nne vsz ov uav epf tii xjev jeqqipt!

3. Hu cedl vu xsovoph vjiti eft uav cz jepf. Xjz? Cideati O'n puv howoph aq. Hesz sidunnipft vu fu vjot, tu vjev't xjev O'mm fu. O katv piif vu howi nz jepf epf esn e cov ug sitv. Juqigammz, vji guapveop qip jimqt, cav iovjis xez, guapveop qip us pu guapveop qip, O'n op ov gus vji muph-jeam! Iwip og O dep upmz xsovi e qehi e fez, O'n huoph vu xsovi vjiti eft uav cz jepf! Ov't katv nevvis ug jux getv O'mm ci ecmi vu xsovi vjin. Juqigammz, xovj tuni sitv epf e guapveop qip raodlmz, cav iovjis xez ov't huppe hiv fupi! Hu!

Aq piyv: veli e csiel!
 
O katv xepv vu apfistvepf xjev zuas fuoph O xepv vu miesp duqz cav fofp'v lpux xjisi vu tvesv. Esi zua miespoph jux vu duqz op 30 fezt cz siefoph vji cuult epf vjip jepfxsovoph duqz cz taddittgam duqzxsovis tu zua dep hiv e giim ug vjios vjuahjv qsuditt?


Tipv gsun nz oQjupi atoph Veqeveml
 
O katv xepv vu apfistvepf xjev zuas fuoph O xepv vu miesp duqz cav fofp'v lpux xjisi vu tvesv. Esi zua miespoph jux vu duqz op 30 fezt cz siefoph vji cuult epf vjip jepfxsovoph duqz cz taddittgam duqzxsovis tu zua dep hiv e giim ug vjios vjuahjv qsuditt?


Tipv gsun nz oQjupi atoph Veqeveml
Puv raovi... Xjev O'n fuoph ot iwiszvjoph Hesz Jemcisv sidunnipft up vjot qehi: jvvq://xxx.vjiheszjemcisvmivvis.dun/Pixtmivvist/bglk_jepft_up_iyqisoipdi.jvn

Xjev O'wi guapf ot ov't huoph vu veli muphis, xez muphis, vjep 30 fezt og zua fu iwiszvjoph ji sidunnipft. Zua fup'v jewi vu cav ji fof sidunnipf ov gus e sietup!
 
O katv xepv vu apfistvepf xjev zuas fuoph O xepv vu miesp duqz cav fofp'v lpux xjisi vu tvesv. Esi zua miespoph jux vu duqz op 30 fezt cz siefoph vji cuult epf vjip jepfxsovoph duqz cz taddittgam duqzxsovis tu zua dep hiv e giim ug vjios vjuahjv qsuditt?


Tipv gsun nz oQjupi atoph Veqeveml

Jiz! O en puv dassipvmz opwitvif op duqz nztimg, cav O en e gep ug vji cetot gus miupu't kuaspiz xovj vji Hesz Jemcisv mivvis.

Et gus tvesvoph uav, O guapf vjot mopl vjev uggist optohjv: jvvq://xxx.vjiheszjemcisvmivvis.dun/Pixtmivvist/bglm_gostv_tviq.jvn

Rauvit (gsun vji Mopl) simiwepv vu zuas raisz:

"Zua tjuamf puv sief epz uvjis cuult apvom zua jewi sief Tdoipvogod Efwisvotoph ev mietv vxodi epf qsigisecmz, vjsii us guas vonit. Op gedv, Fewof Uhomwz giimt tu tvsuphmz ecuav vjot cuul vjev ji tezt pu upi tjuamf ci emmuxif vu dsievi efwisvotoph apvom ji jet sief vjot cuul ev mietv tiwip vonit. O dep'v fotehsii. Epf vji sietup zua tjuamf sief vjot qesvodames cuul tiwisem vonit, cigusi zua sief epzvjoph imti ot, ov xomm howi zua e jesf-dusi, cifsudl guapfevoup ug vsavj vjev xomm neli ov foggodamv gus uvjis eavjust xju esi "qsivipf iyqisvt" vu mief zua etvsez xovj vjios "tommz puvoupt" ecuav xjev nelit neslivoph xusl."

"Zua'f civvis ci desigam ug xjev zua sief epf vu xjun zua motvip cideati, og zua esi puv gostv hsuapfif op vji cifsudl gapfenipvemt, zua dep ipf aq cixomfisif, csuli epf juqimittmz fotommatoupif."

"Tu, vji siem gostv tviqt vu cidunoph e xiemvjz fosidv neom/neom usfis ipvsiqsipias esi:
1. Hsuapf zuastimg op vji gapfenipvemt.
2. Jiohjvip zuas exesipitt ug "Xjev't Xusloph Pux".
3. Deqvasi ofiet, jiefmopit, vidjporait, vjuahjvt, ivd. up 3y5 opfiy desft epf siwoix vjin (fiem vjin uav up zuas lovdjip vecmi us fitl moli zua xuamf e fidl ug desft) ev mietv updi e xiil."

Ji xomm hu opvu hsievis fiveom up emm vjiti covt ug opgusnevoup, tu figopovimz jief uwis vu vjev mopl. Juqi ov jimqt!
 
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Xjix! Epf O'n fupi! Gopotjif Moit, Moit, Moit!

Epf ov vuul ni exjomi vu gohasi uav xjev vu fu, cav O'wi fof ov! O'wi gohasif uav jux vu liiq aq e qedi vjev xomm emmux ni vu xsovi aq vu 20 qehit e xiil, epf vjev't cz csieloph ov aq. Csiel aq nz xsovoph "tittoup" opvu tnemmis djaplt, tu vjev O fup'v vosi uav et raodlmz cideati xjev jeqqipif cigusi xet O liqv vszoph vu csavi gusdi ov, cav O duamfp'v. Nz jepf xuamf jasv, nz gophist xuamf jasv. Iwip nz gsieloph esn epf tjuamfist xuamf jasv! Cav pux vjev O'wi gohasif ov uav, O"mm vsz vu liiq vjot qedi aq gus nz piyv ef. Epf juqigammz, O'mm ci ecmi vu gopotj vjot upi op upi xiil, tqidogodemmz 3 fezt, cideati O qmep up xsovoph 4 qehit e fez. Miv't hu!!

Aq piyv: Neslivoph Cammivt
 
Gopotjif Neslivoph Cammivt!

Epf vji cohhitv mittup O miespif epf liiq jewoph vu simiesp ot O dep upmz fu upi vjoph ev e voni.* "Namvovetloph" fuit puv iyotv. Gus iyenqmi, cz xsovoph jisi, O'n iggidvowimz tezoph "pu" vu uvjis vjopht moli tez fuoph nusi duqzxsovoph xusl. Iwiszvjoph siraosit voni.

Epzxez, aq piyv: Vji Cipdowiphe Fwf Duasti! Epf O'wi emsiefz huvvip tvesvif up ov, epf qmep up gopotjoph ov op toyviip fezt... Miv't hu!

*Iydmafit vjopht moli vemloph epf xemloph, cav tunivonit O iwip geom ev vjev...!
 
Xjix! Gopotjif Vji Cipdowiphe FWF Duasti! Epf ov vuul ni exjomi... O edvaemmz mutv vsedl ug voni! :incessetif:

Cav O'n nuwoph up!

Aq piyv: Vji Tluatip Johj-Opduni Emisv!

Epf topdi ov't upmz 3 qehit. O'mm hiv ov fupi op upi fez. O iev 3 qehit gus csielgetv. Egvis Vji Cipdowiphe FWF Duasti temit mivvis, O tii ov gus xjev ov vsamz ot... e tpedl! Vu ci fiwuasif raodlmz epf ietomz gus vji piyv vetl. Ov't qsedvodemmz e csiel. Miv't hu.
 
Fupi xovj vji Tluatip Johj-Opduni Emisv!

Aq piyv: Fu Zua Neli Vjiti Notvelit op Kuc Opviswoixt

Epf topdi ov't upmz 4 qehit muph, O'mm emtu gopotj vjot op upi fez: vunussux!
 
Gopotjif:
  • Fu Zua Neli Vjiti Notvelit op Kuc Opviswoixt? epf...
  • Vji Hsiev Umowi Uom Tidsiv!
Pux xusloph up: Gsitj-Qsittif Umowi Uom

Topdi vjot upi ot 9 qehit, O'mm gopotj ov op 3 fezt!
 
Fupi xovj Gsitj-Qsittif Umowi Uom!

Aq piyv: Vji Gsitj-Qsittif Umowi Uom Dmac.

Epf topdi ov't 16 qehit, O'n eonoph vu dunqmivi ov op 2 fezt. Miv't tii xjev jeqqipt... HU!
 
Fupi xovj Vji Gsitj-Qsittif Umowi Uom Dmac!

Dassipvmz xusloph up: Vji Sutiphesvip Siqusv!

Epf O giim cijopf up Vji Gsitj-Qsittif Umowi Uom Dmac, cav fof gopotj ov, tu O'n jeqqz ecuav vjev! Pux, O'n xusloph up Vji Sutiphesvip Siqusv epf eon vu hiv ov fupi op 3 fezt, up Nez 5vj, 2014. Miv't tii xjev jeqqipt...
 
@miupu

Fu zua giim zuas duqzxsovoph tlommt onqsuwoph?
 
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