Ramit Sethi – The Call To Action

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Ramit Sethi – The Call To Action
Let Me Show You

Why This Email

Generates Millions

Of Dollars
In this email, I’m using a strategy that’s

explosively grown my business.
It Works
Even if you’re not a “natural” writer

Even if you don’t have a huge email list

Even if you’re stretched thin with a million to-dos

And most business owners

skip right over it.
In 2010, I wrote this email to promote a new product we’d created. I wrote it. I agonized over it. I threw it away and started again. And finally, when it was ready, I clicked send.
Within 24 hours, that email pulled in hundreds of thousands of dollars.
But that’s just the beginning.
Since 2010, this email has been invisibly running in our systems. During that time, it has automatically generated millions of dollars — just that one email.
Same email. Same copy
The millions we’ve earned from that one email has allowed me to aggressively invest in myself and my business. I used that money to train with the best mentors I could find. I hired the best designers, the best project managers, the best support team. That money allows me to advertise and acquire even more customers, and build even better products. This is what business people call a “virtuous cycle.”
I’d like to show you how to build that virtuous cycle into your business so you stand out, get more customers, and generate more revenue…for the exact same work.
Along the way, I’m going to challenge the way you think about growing your business. Hint: So many people think about getting new customers and building products, but completely neglect…
THE HIDDEN LEVER FOR GROWING YOUR BUSINESS
There’s a highly overlooked strategy to grow your business…one that most business owners overlook.
Every day, you and I have a million different options on how we can grow our businesses:
Find more traffic

Convert more customers

Build more products

Redesign our website

Split-test our confirmation page

And on and on.
When faced with this infinite number of choices, what do we do?
A little bit of everything!
“I know…I’ll start a Twitter account…then post on my Facebook page a couple times a week…and try to promote myself on Tuesdays…”
Pretty soon, we wake up and notice we’re jumping from tactic to tactic. No time to focus. No time to go deep on the things that matter. It’s no surprise that we’re tempted by clickbait articles like “10 ways to grow your business.” As if another shiny tactic will help.
The truth is, you’ll always have an overwhelming number of options to grow your business. It’s your job to decide on the most important levers to pull — the ones that move the needle — and say “no” to the ones that can wait until later.
Which is why I want to challenge you on something you might be overlooking.
Other business owners think about building the best product, designing a beautiful website, and creating awesome customer service. All good things.
In fact, you might have the best product, the best web design, even the best customer service. But what’s the first thing a potential customer sees?
It’s not your product. It’s not your whiz-bang technology. It’s not your customer service.
The first thing that anyone sees in your business is what they read on your website and your emails.
The first thing they see is your

copywriting
Nothing else comes close. Your copywriting is truly the “tip of the spear” — the first cut, the one that matters. It is what your users see. It drives what they feel.
But what do you see on 90% of other websites?
The same copy. The same hype. The same generic BS. Everyone shouting the same over-the-top promises in ALL CAPS.
And the worst part is, that me-too copy isn’t even you. If you actually sat down with someone — a reader, a customer, a friend — and had a real conversation with them, you could help them as one real person to another. But somehow, when you write something online, it turns into the same Frankenstein language that everyone else uses.
“With products ranging from X to Y, we are committed to world-class excellence and stand behind —” ZZzzZZzzZ.

“Lose 20lbs using our Fast-Fast-Loss Formula” — Scam.

“Breathe. Love. Live.” — What the hell is this?
Great copy doesn’t sound like some stilted business school professor, scammy internet marketer, or airy-fairy headband-wearing life coach wrote it. It sounds natural (because it IS natural — like the words you’re reading right now!).
And when you get it right, you connect. You go beyond just transactions or mechanical A/B tests and connect emotionally with your audience. You can make a Call to Action — to read, comment, or even buy — and people WANT to do it. They’re delighted to. They’re waiting for someone to ask!
No, you don’t have to be some professional writer to do this.

Writing isn’t some mutant power that a lucky few are born with. It’s a skill you can learn.

No, you don’t need to be a master of split testing, either.

I’ve already done millions of dollars worth of testing and can share my results with you.

YES — once you write copy that’s “good enough,” you can move on.

And you’ll reap the rewards for years to come — automatically.

SURPRISING INSIGHTS FROM

30,000+ PAYING CUSTOMERS
I believe if you’re going to learn about growing your business with copywriting, you should learn from someone who’s seen it all — someone who’s written copy that consistently generates millions of dollars, year after year, for multiple products in different areas. Experience matters.

I’ve written copy for over 18+ products. Not just $10 ebooks or “make money online” products, either — these products include a New York Times bestselling book, a high-end career program, psychology courses, and an advanced business strategy course. The result: millions and millions of dollars from happy customers and repeated coverage in places like Forbes and Fortune Magazine.
I want to share some of this experience with you. As I wrote all of this copy, I learned a number of surprising things. Here are 3 of my favorite lessons:
SURPRISING COPYWRITING

INSIGHT #1:

The best copy is authentic,

not salesy
I don’t know about you, but I’m tired of the same old copywriting online. You see the same overblown promises. The same formulaic sales pages. The same words — SUCCESS STRATEGY! FAST FRAMEWORK FORMULA! — which make me want to die. (Why do all women’s life coaches sound “sassy?”)
ENOUGH!
Your copy should not sound like mine. My copy does not sound like a life coach’s. And none of our copy should sound like the copywriting that Verizon, the wireless telecommunications company, uses.
I’ve written about being protective of my ass, listening to Whitney Houston in the gym, and my obsession with hot sauce. You will not find this anywhere else. It is uniquely me.
You don’t have to write like me. But you can write like you — and grow your business. When you know how, your copy will be totally unique and it will attract people who love what you have to say.
That’s what we mean when we say “authentic.” Not “authentic like Ramit” — but authentic like you.
Yet somehow, when people start writing copy, they all START SOUNDING LIKE SHOUTING INTERNET MARKETERS. Ugh.That’s a fast descent into sounding like everyone else…and if you sound like everyone, why would anyone choose you over the 5,000 other options?
Great copy sounds like you would talk to a friend 1-on-1. Imagine you could take your conversation with a friend — all the questions, all the time, all the care and compassion you put into it — and “scale” it to help tens of thousands of other people. That’s exactly what great copy does.
Try it. Try writing down 1 paragraph — just one — about why someone should buy your product over 5,000 other options out there. Then read it out loud. Would you buy your product?
SURPRISING COPYWRITING

INSIGHT #2:

Get “good enough” — move on —

and reap the rewards

for years to come
This one was really hard for me. I’m a perfectionist, so as I got better at copywriting, I realized how much more there was to learn. I started diving into increasingly esoteric copywriting books and testing newer and newer concepts.
And then this happened:
Ramit: “What are we doing to maximize webinar attendance? Our numbers seem low. Some ideas…can we try split testing the ‘thank you’ copy? Are we texting students reminders every day? What else? I’d like to see a plan by Friday.”

Team member “Uh…Ramit, I looked at industry benchmarks. We’re already way above them for webinar attendance.”

Ramit: “ Oh. Hmm. I didn’t know that. Never mind then.”
I was getting into a frenzy trying to nudge our attendance rate higher and higher…until one of my co-workers pointed out that our webinar attendance was “good enough.” That means I could move on.
Do you see how this applies to copywriting? You could spend your whole life perfecting copy…or you could make it “good enough” and move on. Copywriting is a tool.
This is incredibly liberating. It means you don’t have to spend time on tiny copywriting tweaks for the rest of your life. You can get good enough, then move on.
The Call To Action By Ramit Sethi

On one of our landing pages, we stopped optimizing it after getting a 36% conversion rate. Yes, we could have probably gotten it to 40% or maybe even 45%, but it would be prohibitively difficult. Get Good And Move On.
When you’re able to Get Good And Move On, here’s what happens: You can focus on other, more important areas of your business. Here, I’ll show you what I mean.
Remember that Earn1K email I told you about? It’s completely automated and has continued to generate millions of dollars.
Since that’s automatically running in the background, I can focus my attention on other areas of my business, like creating new products. KABLAAM:
The Call To Action By Ramit Sethi

This chart represents over $1 million per year.
These are the sales of another product, “Brain Trust,” which generates millions of dollars. It has thousands of members paying $49/month — often for years and years. I only came up with this idea because I wasn’t buried knee-deep in copywriting and had the time and mental energy to focus on new products.
And now, it hums along, helping thousands of people around the world.
Do you see? You don’t have to spend 10 years slaving away to be the world’s best master copywriter. Copywriting is a tool. You can spend time learning the key concepts, get good enough, automate your copy, and move on. Do this a few times and “stack your successes” — write great copy, automate, move on — and watch your business growth skyrocket.
SURPRISING COPYWRITING

INSIGHT #3:

The best copy tells an irresistible story
There are thousands of books on personal finance. Yet “I Will Teach You To Be Rich” became a New York Times bestseller.
Whatever your business is, there will be other competitors. The key is to stand out and demonstrate why you’re different. Show, not just tell.
Let’s take a look at what I mean. I just googled “train your ferret to walk on a leash” and got over 67,000 results.
The Call To Action By Ramit Sethi
If you were going to stand out, how would you do it?
Would it be talking about how great your ferret-training features are? (Everybody already does that.)
Would it be showing testimonials of all the ferrets you’ve trained? That’s better…but what else?
To stand out, you have to show and tell. I’m not talking about writing the same words everyone else uses, like “Fast, easy, and secure.” I’m talking about telling a compelling story. Your story.
Our brains are wired for stories. That’s why we teach little kids lessons with stories of talking animals…not college lectures. That’s why you still know the story of Little Red Riding Hood and
Goldilocks and the Three Bears, even 30+ years later.
Great copy lets you move past mere transactions and connect way, way more deeply. And it appears in the most curious of places.
For example, let’s take a look at the Mexican beer Dos Equis:
Dos Equis knew they couldn‘t win if they competed with American brands by talking about taste, or quality, or price. ZzZzzZz.
So instead they created “the most interesting man in the world.” His story showed every guy in America who they secretly wanted to be. Then they told us our new hero drank Dos Equis.
The result: Dos Equis sales jumped 22% at a time when imported beer sales were falling.
Other people can imitate your website, they can rip off your product, they can hire more customer service people than you. But nobody can be you. When you tell your story — the challenges you faced, how you overcame them, and how you’ve helped others do the same — you are absolutely, positively unique.
People will read your emails. They’ll comment on your blog posts. They’ll retweet you. And most importantly, they’ll buy again and again.
It sounds simple. But the struggle is getting your story out of your head and onto the page. When you start writing, everything jumbles together. I know how it feels to write down a list of stories…then just look at it and realize it sounds like everyone else.
“I used to be an overweight loser. Nobody liked me and girls laughed at me. Then I discovered the one secret tactic that changed my life. This golden key unlocked the world of fitness and let me drop 45 pounds in 3 months…”
Ugh! I also know what it’s like to finally sit down and write…then want to crumple the page up and throw it away. The words sound good in your head, but they come out artificial and cliché on the page.
But take a look at what happens when copy really works.
This is directly from the sales page for Zero to Launch:
The Call To Action By Ramit Sethi

This copy is totally authentic. It’s captivating. And it’s completely true. You can tell it’s true by the little details in the copy — “rolling over” to check your phone, the “grumbly” friend, and on and on.
This is great copy. It’s real. It doesn’t have to shout about how much money you can make. And it instantly connects with the reader.
Remember how I mentioned that copywriting is just a tool to grow your business? When your copy works, you get results like this:
The Call To Action By Ramit Sethi

Over 30,000 paying customers
The Call To Action By Ramit Sethi

1 month of sales
“Your work so tangibly and obviously provided me so much more value than what I paid. To anyone who is hesitating before clicking buy on one of your products I feel like shouting “DO IT, DO IT NOW, C’MON, BUY IT NOW!”

— Lawrence Lee
“I just wanted to say a big THANK YOU to you for the amazing material you’ve provided…The new perspective on life I’ve gained has been invaluable, and I’m definitely going to continue being a life-long student of yours.”

— Mihir
“Just wanted you to know that since I bought my first course through your site I went from a $78K job to a truly amazing $110K…. Your material really has helped me more than any other thing. I can’t thank you enough! I will definitely be purchasing another product in the near future”

— Danny
Here’s the good news: It’s possible to improve your copy, get good, and move on. And we can show you how.
“BUT WHAT IF I’M NOT A WRITER?”
I wasn’t born knowing how to write. I certainly wasn’t a “natural” writer. In fact, the first time I ever tried to sell anything online, my writing was incredibly clumsy.
That was back in 2004. It had taken way too long to write one sales page — and the results were tepid. Honestly, they were just enough to keep me from quitting — barely.
I realized I had two choices:
Hire someone to write copy for the site

Learn how to do it myself

It’s very seductive to imagine hiring a copywriter to write some amazing copy that instantly sells $10,000, or $100,000, or even $1 million of your product. I spent months learning about professional copywriters, figuring out how much they charged, and on and on…
Until I realized one thing. I was delusional!
When you’re starting out, it’s a critical mistake to hire a copywriter. There are 3 reasons for this:
They don’t know your voice. Hell, you don’t even know your voice.

You can’t afford them. (A good copywriter will charge $15,000-$30,000 per sales letter — plus commissions.) No good copywriter will work for you when you’re starting out. Which means the ones who will work for you…are not very good.

It is very important to get “good enough” at copywriting. It’s like learning how to dress yourself. You can hire a stylist to make you look good. But if you don’t know how to do it yourself eventually you’re walking out of your house without pants. What if you hired the perfect writer and then suddenly, they decide to leave? You don’t want to be dependent on someone else for something so important to your business. The point is, only you know your voice. No copywriter can write it for you until you’ve written it yourself. Then you can move on, or hire it out.

“But Ramit,” you might say, “I hire someone to manage my WordPress. Why not pay someone to write my copy? I don’t have time to learn this. I have a business to run.”
Really? So you want to manage their copy? Do they understand your customer avatar? Can you spot a great headline vs. a good one? Do you know the difference between your positioning and your USP?
No. And hiring a rookie? It turns into a nightmare. You spend 5 hours a day just keeping them on track and answering questions about how you would say something. In the end you’re paying $5,000 to essentially write the copy yourself.
Copywriting is not like hiring someone to clean your house or mow your lawn. It’s not purely a service. Writing copy is strategic to your business: It can be the difference between $100 and $250,000. Once you get “good enough,” then you can move on or hire it out. But hiring a copywriter too early means you’ll be jumping from product to product, promotion to promotion, without ever writing copy that sells.
So that brought me to the second option: learning how to write copy myself.
Like a typical weirdo, I spent hundreds of hours pouring through copywriting books. I bought courses by A-list copywriters. I wrote thousands of pages, tore them up, and did it again.

I made every mistake a copywriter can make — bad launches, blog posts that just didn’t “click,” and me-too copy. I learned the hardest way of all: in my own business with my own money at stake. It took years of hard work, trial and error, and swallowing my ego, but I learned how to write copy that connects, engages, and also grew our business by millions and millions of dollars. Year after year.
Now I’ve written for the New York Times. My writing is read by millions of people a year and my work has opened up amazing opportunities, like speaking at Google headquarters. Best of all, my material actually helps my students live Rich Lives. Finally, copy isn’t a limiting factor. It amplifies what I already know.
So…you could do that. It just takes 10+ years of work and millions of dollars to test your chops with.
Or you could take a different approach.
If you’ve already done the hard work of deciding to start a business, narrowing down your idea, and getting ready to launch, would you leave one of the most important parts to chance?
Would you want to take all that work, all that time…and just scribble whatever randomly comes to your mind?
If you were going to climb Everest, would you do the training, buy the equipment, and then do it on your own? Of course not! You’d hire a sherpa — someone who’s been there before — to guide you.
Of course, you can try on your own. Or you can learn about copywriting from someone who’s gone from 0 to millions of dollars, 18+ products, and is recognized by Fortune Magazine, The New York Times, and the Wall Street Journal. Someone who won’t just focus on one narrow area of business — like writing headlines or Facebook ads — but will show you how to assemble all the pieces to 10x your business.
It takes a deliberate, methodical approach to realize that you could have the best products in the world…but if your copy doesn’t connect with someone in seconds, poof — they’re gone.
When I was starting out, I would have given anything to get this kind of help from someone who’d been there before me. Someone who could show me examples and even templates of how to write great copy.
But there wasn’t anything like it. In fact, after buying all those copywriting books and products, I got better at copy…but I couldn’t write “naturally.”

Finally, we developed a powerful framework that lets us write great copy — every time, on time — and everything changed. I watched as my business outgrew the very copywriters I had initially learned from. Not once. Not twice. But with 18+ successful products.

So you can try this on your own and hope for the best…or you can get a system. One that ensures that every time you flip open your computer, you know exactly what to say and how to say it.
Here’s a sneak peek:
The Call To Action By Ramit Sethi

This is a small part of our secret weapon. It’s worked for all 18+ of my products and has been proven in over 50 different industries. Including:
Fitness

Freelancing

College Admission

Cooking

Recurring Revenue

Dating

Productivity

Weight Loss

Negotiation

Yoga

Music

Poker

Web Design

Writing

Personal Finance

Travel

Parenting

Social Skills

Publicity

Personal Transformation

Coding

Tutoring

Job Searching

Networking
Look at the incredible success my students have had with just a few pieces of my system:
We had never heard of you and bought on the spot…

“There were people who bought from me, and they emailed me to say, “We had never heard about you. We landed on your sales page, and we bought on the spot.”

—Bushra A., IWT graduate, earned $50k in one month
Sales shot up 44% the next month…

“I took what I learned, re-wrote sales pages on my 3 most popular courses, wrote a brand new email auto-responder funnel based on his 5 day sequence, and sales shot up 44% the next month (and every month since).”

—Graham C., IWT graduate who went from food stamps to $460,000/year
Accelerated my business 10x…

“Ramit was the reason why I learned how to be a better copywriter. I remember reading his sales pages and thinking — how can I do THAT? So I studied him, and wrote copy for clients for a while. I honestly believe that knowing how to write great copy accelerated my business 10x faster and why I got the results I did in that short amount of time.”

—Felicia S., IWT graduate earning $10k+/month
INTRODUCING…
The Call To Action By Ramit Sethi

The one-of-a-kind copywriting course designed specifically for entrepreneurs, freelancers, and business owners.
Call to Action is an 8-week online course that distills everything I’ve learned about copy in 10 years and millions in sales. Each week we unlock another module that decodes a specific piece of our copywriting system. Everything from the psychology of great copy — to detailed breakdowns of email funnels, blog posts, and sales pages — to write great copy, get good, and move on.
The Call To Action By Ramit Sethi
 
Our in-depth video lessons cover everything you need to know to write great copy for your business. Without wasting time on esoteric theory. We’ll show you exactly what will move the needle and what you can ignore.
Here’s a brief glimpse of what’s included:
How to Turn a Boring Blog Into a Traffic & Lead-Generating Machine
The exact system I use to create popular blog posts. This took me 10 years to develop and I still use it on our posts.
Mind Reading: How to Uncover Exactly What Your Readers Want Before You Ever Write a Single Word
The word-for-word scripts I use for reaching out to customers. Learn what really matters to them — their biggest fears, deepest desires, and the exact words that will cause them to buy.
Maximizing Email Subscribers: The Art of Writing Mouthwatering Copy That Compels Readers to Take Action
The Call To Action By Ramit Sethi

+300% subscribers
Done-for-you templates and formulas for opt-in copy, bonus pages, sales bullets, and more (students have gotten 80% opt-in rates and grown their business 300% using this material)
And that’s just the beginning. We’ve also included:
All-New Copy Teardowns: Watch me tear down and rewrite other students’ copy on the spot. Learn how to think like a copywriter and see how you can create compelling sales copy out of thin air.
Learn to write million-dollar copy on the spot
The IWT Report Card:

Green-light benchmarks for open rates, conversion rates, and more. These will act as your roadmap, eliminating all guesswork and telling you exactly when your copy is good enough for you to move on.

More than 20 different templates and cheat sheets: Create high-converting email funnels and sales pages with the proven formulas that I have used generate millions in sales.

And much, much more…
Once again, here’s what happens when people join my courses:
“50-80% conversion rate”

“My homepage opt-in copy has a consistent 50% conversion rate, which I 100% attribute to Ramit’s advice on immersion and finding customers wants vs. needs — during my first week it was even at 80%.”

—Joyce Akiko., IWT Graduate, joyceakiko.com
“My first $10,000 month”

“I made $10k this month — my first $10k month ever, and only 3 months after I quit waiting tables. It doesn’t feel real yet.”.

—Carolynn Ananian, IWT graduate, cananian.com
“Quadrupled my email list… made over $100,000”

“I’ve quadrupled my email list this year, since January. (From 5800 to 23,000+ now). 18 months ago I had fewer than 1,000 subscribers… I’ve made well over $100,000 this year.”

I read just about everything [Ramit] produces – emails, sales pages, etc. I save his sales pages as PDFs so I can reference them later in my swipe file.”

—John C., IWT graduate, smartbusinessrevolution.com
IS CALL TO ACTION RIGHT FOR YOU?
I want to be clear: Call to Action is not like most copywriting courses. We’re not trying to turn you into a master copywriter. We’re not going to waste time with the theory of direct response, or studying sales letters that worked in 1932. Instead we’re going to hand you the proven tools that work today. Everything you need to double, or even triple the size of your business in the next 18 months. So please read the following carefully to make sure this program is right for you:
CALL TO ACTION IS NOT FOR YOU IF…
You don’t have a business yet. This is for business owners, entrepreneurs, and consultants who already have something to sell, whether it’s physical products, information, your own personal skills, or anything else.

You don’t have any customers and expect to make a fortune in the next month. Get-rich-quick schemers, please leave.

You’re looking specifically to get traffic and new leads. This course will teach you the copy that helps with lead generation, but Call to Action isn’t about lead or traffic-generating tactics.

You’re simply looking for templates. We’ve included many templates in Call to Action from our extensive testing vault, and we’re happy to share them. But this course is not merely a series of templates and scripts. You’ll learn how to write copy on your own. This can be challenging and takes work. Be prepared.

CALL TO ACTION IS RIGHT FOR YOU IF:
You have a quality product you’re proud of. I only work with people who know that providing value is the only way to be successful.

You have a product or service and you want to promote it online — through your website, email, blog posts, sales pages, or social media.

You’re patient, deliberate, and methodical. You’re committed to spending the time to learn how to create copy the right way, and you know this will not happen overnight. You know that if you put in a few hours a week and do the heavy lifting up front, you can enjoy the rewards for years to come.

My courses are not for everyone. They are very challenging. People looking to passively absorb information don’t benefit nearly as much from them. But those who actually follow the steps and instructions in my courses get incredible results. Take a look at what students have done through my other programs:
Just look at what one of my students had to say about the lessons he learned — and the results he got — using some of my insights about copy:
“[What] I learned from Ramit was that it’s not only okay to be myself when writing copy — it’s a must in order to truly connect with your audience…
Here are a few examples of concrete results I’ve been able to achieve because of all this:
I often get 50 or more emails per day from people who’ve read my material and love it.

My emails often get forwarded hundreds or even thousands of times over (I can see this through Aweber…)

My course has now brought in over $50,000 this year — most of it pure profit

And all of this with (still) only 2 blog posts on my site. So yeah, [Ramit] taught me a few things about copywriting. ;)”

—Danny M., IWT graduate and professional copywriter
You already saw the power of what ONE email can do:
The Call To Action By Ramit Sethi
Millions of dollars from a single email
If you could write just one or two great blog posts — or a single sales page that pulls customers in and moves them to buy — it could change your business forever.
Now imagine you could “scale” that across your business. To your blog posts, your emails, your sales page. All of your marketing.
Copywriting is truly the “tip of the spear” — the first thing anybody sees about your business.
Get it right, and you’re instantly playing a different (and more profitable) game than everyone else out there. Get it wrong…suddenly you’re pushing a boulder up a hill for the next 10 years.
Let other people focus on social media tactics and “top 5” headline templates. Great copy goes much deeper. It allows you to amplify what you already know and magnetically draw people in, closer and closer. It builds a deep and lasting relationship with your customers. No one can ever take that away from you.
This is important. Like you, I know how hard it is to get the courage to start a business. To put yourself out there and go against what society tells everyone else: Just be happy! Be thankful you have a job at all!
I know what that felt like. But I knew I had something the world ne