Today we look at an old and very true saying:
It’s not about the money you make, but about the money you KEEP.
There’s an old joke about a guy who loses money on every sale, but, he says, “I make it up in volume.”
We’re not talking about back ends or affiliate sales here.
Things can go sideways in your business if you’re not making enough sales, or your profit margins are too small.
Or upside down, like the guy in the joke.
But you’ve got an even a bigger problem even if you’re making enough sales and your margins are good—but the sales don’t stick.
When people decide they don’t want what they bought, you’ve got tons or refunds. Maybe even chargebacks.
So here’s the thing we’re going to focus on today:
You only keep the money you make when the customer decides to KEEP what they bought from you.
And we’ll really dig into how to keep more money by reducing or eliminating refunds and chargebacks.
Recap of what we talked about:
In Section 1, we talked about why buyer’s remorse happens.
We learned about the dopamine drop—a chemical crash that happens after the excitement of buying fades.
We also saw some surprising stats—42% of Americans regret their purchases, and 74% regret online buys.
We explored the reasons behind this regret, from impulse buying to fear of being scammed.
In Section 2, we looked at how to use emails to reduce buyer’s remorse.
We talked about the importance of timing, starting with the “ownership” email within two hours of purchase.
We discussed how to use small wins, social proof, and progress markers to keep customers engaged.
And we covered the importance of building community by day five.
In Section 3, we focused on the words you use after someone buys.
We learned how small language changes—like replacing “purchase” with “access”—can shift the focus to value instead of cost.
We talked about using implementation language to guide customers toward action.
And we explored how ownership language and progress messaging work together to build confidence and satisfaction.
When you put all of these strategies together, you create an experience that keeps customers happy and engaged.
And that’s how you can stop refunds and chargebacks before they even start.
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3 Key AI Pieces For Copywriters
We’re past the point of wondering about or fearing AI when it comes to copywriting.
At this point, the big question is: What do I need to know, do and have to make it work for me?
I say that because copywriters at all levels of skill and in all niches are using AI in all kinds of ways. It’s no longer the new new thing. It’s a part of the business, and it continues to grow in importance and ability to do more and more complex things really well.
But you have to grow with it. Many people think they can say “write like the world’s greatest copywriter” and AI will read your mind.
It won’t.
It will read millions of pages of data in its own library and they may or may not have anything to do with what you think great copy is like.
So we decided to put together a show today to talk about three things you need to get AI working for you with copywriting.
So you can avoid the frustrations of the past.
Those three things are:
Mindset
Skillset
And Toolset.
Here’s a recap of what we talked about today:
Mindset
-Look at it as an assistant or a partner, NOT as a genie in a bottle
-Realize you need to tell it WHAT to do and WHAT NOT to do, in much greater detail and with much greater precision than you thought… if you want to get the results you’re looking for
-AI knows everything, so it knows nothing. It needs guidance and you need to stay on your toes. It will and can make things up or just get things plain wrong
Skillset
- Writing initial prompts or sets of prompts. Only way I know to do and save sets is poe.com, but there are probably others
- Knowing how to ask for what you left out in prompts, and how to use the information you get back. AI will tell you what you need to know if you ask.
- Knowing how to push back when the AI isn’t delivering or is delivering the wrong information or other output. Sometimes it’s prodding, sometimes it’s coddling, sometimes it’s negotiation, and sometimes it’s scolding.
Toolset
- Poe.com is really helpful. You can store prompt sets, you can use different AIs, you can include a lot of information in a given task. (Give examples of different ways to use Poe)
- perplexity.ai is great for research with verifiable links
- Novus AI mastermind. We’re both members, I’m a partner, we’re both there each week. Gotten a lot out of it and expect even more in the future!
Resource:
Novus AI Copywriting Mastermind:
https://docs.google.com/document/d/1f_6Vbuy70Y0qts_j-ocJjO8LUwRCc8h-lKrkh6bkSJ0/edit?usp=sharing
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Monetization Secrets, With Caleb O’Dowd
We have a very special guest today. A legend among insiders, Caleb O’Dowd is a master marketer and copywriter. He has been launching and scaling businesses from zero to seven figures and eight figures, through the smart use of great copy and strategic sales funnels.
In more industries than I can count. Including some of the most brutally competitive.
I was thrilled when Caleb agreed to come on Copywriters Podcast for many reasons, especially the one that he has written a new book:
Monetization: How To Optimize Sales Funnels and Skyrocket Backend Profits.
Caleb also had the rare and prized opportunity to work with famous copywriter Gary Halbert a while back, and their time together alone makes for a world-class education in direct marketing and copywriting.
Hang on tight. This is going to be a great show!
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Caleb’s book: Monetization: How To Optimize Sales Funnels and Skyrocket Backend Profits.
https://www.amazon.com/Monetization-Optimize-Funnels-Skyrocket-Backend/dp/B0CWQMM5PZ
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3 Powerful, Profitable Copy Reframes
At the highest levels of copywriting, big financial publishers ask copywriters to do a “re-lead” when they want to increase conversion on a proven offer.
What’s that?
A re-lead is basically a reframing of the intro to a sales letter, in the hopes that the reframing will spur greater sales.
And it’s probably no coincidence that when my mentoring clients show me copy they’re having trouble with, the first thing I look at is the headline and lead.
A revamping of those two things — the beginning of the sales letter — will fix a conversion problem more often than any other fix.
Today, we’re going to take a systematic look at three ways to reframe your headline and lead, in search of greater conversions.
It’s a great way to start the New Year!
Just as this is a great way to start copywriters podcast:
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Nurturing Your Prospect
You could say the purpose of a sales funnel is to create desire that leads up to a sale, but these days, if that’s what you say, you’ve left out an important part.
A part that very well could make the difference between a sale and no sale.
With trust in general at such an all-time low and the feeling of isolation so rampant, people want a little more.
They want to feel like you, as a business or a businessperson, care. Both about them personally, and the things they care about.
You don’t need to be the personal Oprah of their very being. You’re not granting them wishes or completely improving every aspect of their lives.
But if you’ve got a good offer, you’re improving some aspect of their lives. And if you can create a relationship in your messaging that includes the spirit of caring, your sales will do much, much better.
Here’s a recap of what we’ll cover on this episode:
-First Contact: Making the Right First Impression
How to identify and speak to your prospect's immediate pain point
Creating an irresistible entry-level offer that proves your value
Writing headlines and leads that filter for qualified prospects
-Trust Building: Using Proof Effectively
Structuring testimonials for maximum believability
Demonstrating authority without bragging
Using specific numbers and results to overcome skepticism
-After The Sale-Keeping The Customers Happy
Writing follow-up sequences that reinforce buying decisions
Creating quick wins to build momentum and satisfaction
Setting expectations for the next offer in the sequence
-Moving Customers Up Your Price Ladder
Timing and positioning your next offer
Using past purchase history to personalize future pitches
Building exclusivity and status into higher-tier offerings
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