So you should have seen, this workbook come in from Tina. She sent it out. This is, my training for today, which I’m kind of loving. So we’ve been working on a lot more, VSLs and, well, we’ve been really focusing on webinar funnels around here lately as starting more with ads and then, of course, driving into funnels that contain emails and ESLs.

And we’ve been using this, and I’m actually scripting something new today that, that uses this framework that we’re gonna talk about here. And so far, I’m loving it, so I thought I would share it with y’all. I’ve called it the ninth grade debate club framework because it’s so, like, wait. Didn’t I do this in grade nine? Like, you’ll it, like, really is a flashback to, like, almost inverted pyramid stuff for those who remember those horrible days of writing essays in grade nine about what Hamlet was really thinking or something.

But what we’re gonna do here is walk you through a worksheet. That’s the worksheet here. We’ll have a lesson. That’s what I’m teaching you right now.

It’ll be recorded. You’ll have a two part flow at the end of it. The VSL and the email that drives the VSL should both be scripted. Now we’re not gonna active this isn’t like a skill builder, like, hands on session, skill drill, sorry, but rather just a training.

So you can go and apply this after. We’re not going to spend time today actually walking through it. If you want to, we have a study group on Wednesday, and you’re free to go to that and give it a shot and give people feedback, ask for feedback from others, etcetera.

Okay. Let’s dig into it.

So this is what we’re going to be shaping an argument, which I think we sometimes lose sight of in copywriting that we’re making a compelling, convincing argument.

We still have a clear argument.

And for a lot of people now we don’t wanna write at a grade nine level, but we know that a lot of our prospects have been through grade nine, grade ten, grade eight, all that that time when you learn that there should be some form of, like, argument that’s stated and then three supporting points, and then you wrap it up. And so we’re really going with exactly that just like in didn’t do debate club?

Nobody did debate club? A little bit. Right? Yeah. Yeah. I did debate club. It was fun.

Just in grade nine though, that’s the only time we had it.

Sadly, it should be over ten.

Okay. So what we wanna do is I know. I know. Even saying it, I’m like, gross.

Like, I did a lot of thesis statements, English as an undergrad too, and, gross all around.

But when you don’t have a teacher grading you it’s actually a lot more fun to work on them. So we’re gonna have a thesis statement. This is the I will argue that phrase. Then you’re gonna give three reasons. Here are the three reasons you will believe me, and then you’re going to expand on it and then, ideally open the conversation up further where that opening the conversation further is really getting into, okay, let’s book a call, let’s have a click through or buy or whatever.

And what happens here is not just, hey. Let’s write an email, but rather here is the email plus the video sales letter script so that you, when talking to clients, can start, especially if your specialization is in an email funnel of any kind. You can start pulling your clients away from the idea that you deliver just, boxes of things, and instead get them to see that you deliver solutions. Like, there’s a problem you’re going to solve the whole problem with this conversation that we’re having that is an argument.

Okay? So you already all after, but what I want you to do is take this away and start, like, applying it in the next email and landing page that you work on or if you work in an ad. What we’re talking about here in the email can also work in the ad, and then you can have this on the landing page. The VSL script, although I believe it should be a VSL, can be simplified down to landing page Poppy.

But you’ll see that the VSL is, is is wordy.

It’s wordy. It’s meant to be read as a video sales letter. Okay.

So we’re calling this advanced today, and it’s in a on our skills because we are busy.

Alright.

What you’re going to do is stick what you are arguing. So you will argue for a thing. I will argue that whatever the thing is that you’re selling, that hair plugs are not as ugly as you think they are. I don’t know.

Whatever you might be selling. You will argue against these things. Now you’re gonna list a bunch of these ones out, and those are all the things you have to kill before they’ll consider you. So I know kill is an aggressive word, and if you don’t like it, suck something else in.

But I want it to be a finalized slaying of a thing, whatever you call it. Euthanize nicely.

We just really want to destroy the strong beliefs that they have that are keeping them from choosing you, any myths that it might be that and this is they, that’s your prospect might be relying on, any advice from so called trusted sources. So I really like this political voice and they say this. Can you kill that? And, again, kill not just, like, gently suppress, but, like, destroy.

This is again, it’s debate club. You weren’t allowed to be subtle. You had to, like, show all the craziest examples of everything in order to win in debate club. So that’s what we’re doing here.

Doing here.

I just Jessica, can you go mute?

Hold on. I just muted you. I just heard myself.

The incumbent, whatever solution they’re currently using, this is what we’re going to be switching them away from. If you know the house to be done model of the switching forces or the forces that are working against switching, This is like the push and the pull that we’re talking about. So we have to destroy their current way in order to have them freed up to move toward our way. It’s an argument.

So that’s where we’re kind of like safe in this space. It’s not marketing copy. It’s not sales copy. It’s an argument.

It just so happens that it’s also marketing sales copy. So this is how it’s gonna go. This is the prework that you’ll do. It’s the argument you’re selling.

You have to kill just work through what those things are. There’s four of them. It doesn’t be a million.

You might not even hit more than one, but you wanna have options to work with.

And then the actual basic experience that suck for us, templates get in the way for those of us in the room who are here and know that we’re here to be professional copywriters.

So it breaks up into two parts.

The email begins with the completion of the statement. I will argue that. This is where we find our hook. I will argue that, sub in anything.

Think of any any client you have and what you have to get people to believe in order for them to choose you. And they’re gonna have to believe a bunch of different things. We’re just gonna focus on one. That’s it.

We don’t wanna argue fifteen things that won’t work. One thing.

What story are you gonna use? Story is a huge part of debate club. When I did debate club, it was, four in favor of euthanasia, and we won.

And it for the final one. I lost the very final one. But we had a video there of this woman who was trying to die.

The whole the only reason we won I was not good at the argument, but we had this incredible compelling story of this woman on video who deserved to have, like, her own decisions made at the end of her life.

And so story goes a long, long way. So we wanna use a story when we’re using this framework. I will argue that based on this story, and you will see the truth based on these three well supported reasons. So a, b, and c, we’re labeling them over here so that we can bring them down over here to the actual BSL where we will repeat back a, b, and c, but we’ll flash them a lot more.

Okay? This is if you’re, like, thinking of this as, like, an an essay statement. Basically, where it’s coming from, and then here are the three reasons why. This is like your opening paragraph, and then it says paragraph one, paragraph two, paragraph three.

It seems that, but it’s logical and, actually quite compelling and pretty easy to write once you get into it. So the argument, the three reasons why then you head on over to the BSL where you basically repeat the argument, but then you build on it more of like a marketing sales piece with the reason that’s supported by, reason supported by, reason supported by, and then you wrap it up with a solution. Now let me show you what that looks like.

Okay. So let’s pretend that you are writing your client is somebody who is selling, who is in the business of franchising.

Okay so we have the hook that begins that completes the phrase I will argue that this is the email by the way. I will argue that we’re gonna start to kill the current provider. So currently they’re doing one thing one way and we’re going to kill that. So it completes the phrase I will argue that, I will argue that. If you are trying to attract new customers to your business you should not use meta ads. This may seem counterintuitive. Now when you’re building an argument in debate club you usually are doing something that, like, where you are countering what people believe to be true.

I know when I told a man named George f, then we get into this story here, founder of a franchise restaurant chain that net ads are dead for everything except low cost b to c goods, He not only couldn’t believe me, he almost wouldn’t believe me. He was so certain that we needed to invest at least a hundred grand a month in meta ads as he was advocating for meta like it was his job. I disagree repeatedly. So we’re arguing here.

We’re in this story already, but we’re talking to George, not to our prospect. We’re allowing the prospect to listen on the story. I disagreed repeatedly. And just when I was ninety nine percent positive that he was going to leave our Zoom call, I laid three facts on him rapid fire.

Did you know I began? Then we list off those three facts. Again, George is a stand in for our audience. And then from there, the story continues, and we do what we can to provide an open loop that can only be closed on the other side of the click.

So in this case, George wasn’t buying into this entirely. He needed more proof. You wanna see a ton of proof, I asked, and I shared my screen. Twenty minutes later, he’d signed my proposal.

This is what I showed him, and that’s it. That’s where we drive to the second half. And then on the landing page, we have the embedded VSL. Now I’m not gonna spend time reading this VSL to you, but the idea here is that, that the person who is talking, this is John Just the fact Smith, that he shared his screen with George, and this is the recording of his.

So the talk again. This is like, hi. I’m screen sharing with you, so that’s kind of like the mechanism to get the story across.

Then we dig more into reason a, reason b, reason c.

There’s lots of room for proof because this got the way to go already for George to see, and then we continue on killing beliefs like it’s our job because it is, anticipating objections and then moving on to the argument four. So this continues and continues along, but we’re building on the basic premise of that.

That’s all we’re doing. Now I will argue that. That’s really blind for me to work with as well. So if you wanna go around to different websites, I encourage this. I do this for fun.

Go over to websites and rewrite a headline beginning, I will argue that, and then change it completely. And it’s pretty amazing what you can do and how clear becomes as an argument that we’re actually we’re not gonna say the words, I will argue that, But everything that follows and knowing that you have those three points you’re going to hit to prove it, is just I don’t know if it’s it’s either very basic or super advanced. And so I’m leaning towards super advanced because it took a long time for me to get here.

Alright. So that is it. I encourage you to go try this the next time you’re writing for anybody.

Any questions, any thoughts, concerns?

Do you already use something like this?

Do you write emails and VSL scripts at the same time or telling your clients that they should do this?

I use something like this, but it’s not I will argue this. I mean, it’s a lot more basically, I’m killing those beliefs whether it’s from the industry about the about the product, about the brand.

And I use, like, three, the, like, three reasons, but it’s not with actual proof. It’s, like, three reasons you’re actually failing at this and you don’t know it. Mhmm. Or three reasons your business should be doing this if you really want whatever.

Yeah.

But I like the idea with that. I would argue that, and I’m actually launching my own course.

Nice.

Like, I have to write the emails now.

Yes. I will use this for one of the emails. Definitely.

Excellent. Cool. It’s fun.

Alright.

Okay.