This document provides an overview and introduction to Vanessa Blais' Zen Copywriting course. It discusses the importance of writing effective sales letters and provides an overview of what will be covered in the course, including developing a unique selling proposition, mind mapping techniques, and weekly lessons and live webinars. Vanessa introduces herself and her experience writing direct mail and online marketing copy. The document provides homework assignments focused on identifying competitor weaknesses to develop a USP and using mind mapping to identify product benefits for sales copy.

1. Vanessa Blais presents…
Zen Copywriting
Before You Write…
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2. Let’s face it, if you can’t write a sales letter, you
can’t sell your products.
It’s a fact. That’s why we’re here to walk you
through our proven template piece by piece,
step by step so that you can emulate it to
your hearts content.
Vanessa Blais presents…
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3. Where do you start in a sales letter?
How do you create an attractive headline?
How do you connect to your viewers in such a
way that they can’t take their eyes of your site
until they’re purchased your product?
Vanessa Blais presents…
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4. We’re about to answer all those questions
and more.
You don’t need to go on any extensive
copywriting courses, you don’t need to spend
years practicing, and there’s absolutely no
need for you to be an expert or experienced
writer in any way.
As long as you can write in English, this
template works every time.
Vanessa Blais presents…
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5. Who Am I And Why Should You Listen To
Me?
My name is Vanessa Blais. I’m a mom, wife,
and multi-business entrepreneur.
In the past 15 years I’ve owned a real estate
investment business, a hauling company, and
an online marketing business.
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6. In 1999 I started a real estate investment
business, in which I bought and sold over
$5M in single family homes in just 6 years.
Approximately 85% of our sales were
generated via direct mail marketing
campaigns.
Vanessa Blais presents…
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7. In 2006 I started the hauling company as a side
business to my real estate investing
company. Approximately 65% of our revenue
came from classified advertising in
newspapers, business cards to a targeted
audience of real estate investors, and flyers
to home improvement stores (tile, carpet,
windows,) who didn’t have their ‘own-in
house’ delivery systems.
Vanessa Blais presents…
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8. In 2007 I started my online marketing business
as a freelancer writer and copywriter.
I created products and wrote the sales copy for
a few dozen clients.
6 of those sales letters were awarded WSO of
the Day and JV Zoo Pick of the Day awards.
I created over 20 of my own products, and
wrote the sales copy for them as well.
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9. I also maintain an email list of around 700
subscribers, with who I share information and
promotions for other products that I think will
be a good fit for them.
My last promotion had a 5% Open Rate, a 3%
click-through rate, and $2.00 EPC’s.
I cut my teeth on direct mail, and have been
writing profitable copy ever since.
Vanessa Blais presents…
Zen Copywriting
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10. In 2011, I decided to focus on Blogging.
I stopped writing copy and creating products
and now I only write for established clients.
Vanessa Blais presents…
Zen Copywriting
Before You Write…

11. I was asked by a long time client what I could
do to help out her coaching students who
need to write sales copy for their products...
And that is this course.
Vanessa Blais presents…
Zen Copywriting
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12. Here’s What You’ll Get In This Course:
 New Lessons Every Monday
 Homework Assignments
 Live Q & A Webinars Hosted Via Google +
Hangouts, every Tuesday at 11:00 a.m. EST.
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13. PLUS…
I’ve set up a Facebook Group for you so you
can network and brainstorm…
https://www.facebook.com/groups/zencopywriting/
And A Google Plus Community… where you
can access all of the course content
https://plus.google.com/u/0/communities/109470523641225351610
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14. Step # 1
The USP!
Your USP is Your “Unique Selling Point”
Your USP is what makes YOU and (or) YOUR
Product – Better- Than Your Competitor’s
Products..
It’s why your prospects should buy from you,
instead of your competitors.
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15. So, How Do You Find Your USP?
Read Reviews!
Amazon- www.amazon.com is my favorite
starting point.
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16. Every product listing page on Amazon has a
spot for ‘Reviews.’
I go to the book section and search for books
on my topic, then I scroll down to the
Reviews section, and I read through the
reviews.
*If there are a lot of reviews, I sort them by the
lowest stars and start with those.
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17. What I’m looking for are “Complaints”…
I take note of each complaint, and how many
times I see it.
Next, I evaluate the #1 most common
complaint, and I determine if my product
does, or can, solve it.
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18. If my product does, or can, solve this
problem… then that solution becomes my
main USP.
Next I take a look at the other complaints,
again, choosing the most common ones, and
if my product does or can solve them, they
become secondary USP’s.
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19. *Note: Developing the USP is something that
should be done before the product is even
developed…
But if you skipped that critical step while
developing and creating your product, you
can always go back and add it in.
A great product delivers what others fail to
provide and your sales letters must
promise that!
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20. Homework Assignment #1: Develop Your USP.
1. Find Competitor’s Products
2. Read Reviews Of Competitors Products
3. List Complaints About Competitors Products and
keep track of how many times the same complaint
keeps popping up
4. Find the most common complaint that your product
can or does solve, and write out your USP
Vanessa Blais presents…
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21. Homework Assignment #2:
Mind mapping is the presentation of a collection
of ideas, concepts, or words that all relate to
some type of central understanding. When it
comes to applying thisapproach to the flow of
your sales copy, mind mapping can provide
some interesting and unique ways to identify
benefits of your product that will attract the
right consumer market.
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22. Homework Assignment #2:
1. Identify your USP. In this case, that would be your product offering. This will
serve as the point of destination that all other attributes will map back to.
Keeping your product as the central focus will make it harder to drift during
the course of identifying elements for your sales copy.
2. Use single word designations to identify the main functions of your
products. This broadens on the central theme, but is still vague enough to
allow for more investigation.
3. Take it one level deeper. Within the context of those broad themes or ideas,
provide examples of how your product benefits work. For instance, if you are
selling a carpet cleaner, one broad theme may be the deep foam action.
Drilling a little deeper, you can also note the foam lifts dirt easily from both
carpet and furniture upholstery.
Vanessa Blais presents…
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23. Register For The Live Q & A Webinar…
“Discover The 5 Simple Steps To Writing
High Converting Sales Letters”
CLICK HERE TO REGISTER NOW
Vanessa Blais presents…
Zen Copywriting
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