How to Write Better Copy for Your Online Course Ads Using "Picture" Copy!

Written By Dan Henry

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Do you want to know one of the biggest methods I have used to create ads that have sold millions of my own online educational programs?

I’ll show you how in a second, but first let me tell you about the magical moment that changed it all for me...

I was sitting in my office, head pressed firmly against my desk after a grueling 10-hour day fixing technical issues and working on my business (This was before I had a team)…

I could hear the frustration in my wife’s voice as she called me a third time to come sit down and eat dinner with her…

“The food is getting cold Dan!”

See, I had been feverishly working to solve an issue in my email sequence that was driving me insane and I couldn’t stop until I figured it out…

But If I kept going, I knew I would have an even bigger problem waiting for me in the other room…

So as I stood up and started to shut my computer down, a loud “ding” echoed from my phone…

A notification from my bank filled the screen and the moment it loaded...my life changed…

You want to know how this story ends don’t you?

But why?

Why do you want to know so bad what the next part of the story is?

It's because I just used a technique called “Picture Copy”...

This is the same technique that helped me sell millions in courses, coaching, and masterminds...

If you want to learn how to use “Picture Copy” to sell more online courses...

Then check out this short 8-minute video where I show you:

  • Why your current copy is costing you money and how to fix it in just a few minutes (Plus you get to watch movies too)
  • How to take your boring ad copy and paint an exciting picture so that your prospects can't help but read every word...
  • How to structure your copy to make the reader beg for more so that they actually take the next step (Which is the whole damn point!)

Transcription

Hey everybody, Dan Henry here. And if you want to write better ad copy for your online course and webinar ads, then this video is for you. No opt in, no email needed. I'm going to show you how to use what I call picture copy to skyrocket the ROI of your ads for your online courses and webinars. So real quick, before I show you this, I want you to know, Hey, it works. All right, so this right here are our numbers for our online course and as you can see, we do pretty well and it's because, uh, we tend to use picture copy more than we use standard copy. And that is what I'm going to teach you how to do right now. I'm gonna teach you how to use picture copy. All right? So the reason picture copy is called picture copy is because the focus of the copy is to paint a picture of what you are trying to convey, right?

 

So this is something that happens a lot in books and movies. Instead of just kind of blurting out the point or blurting out what the scene should be. The the author or the filmmaker will paint a picture. They'll make you experience what it's like to be in that situation, in that scene, rather than just tell you about the scene. And this is why when you watch really, really good movies by like Martin Scorsese and you know Christopher Nolan, like sometimes you just like feel like you're in the movie or if you certain books you get lost and it's really the same type of technique. All right, so this right here is what I would call standard copy. This is a, you know, standard copy that someone would use, uh, in a, you know, ad or whatever. They would say something like, John has a family, two kids and a wife.

 

He was barely paying the bills and knew he had to do something fast. Like you've seen this type of stuff. And it could be any variation of this. It could be like, you know, now, now, let me tell you about John. John has a family, he's a family man. He's got two kids. And a wife, and you know what? Halo is barely paying the bills. He knew he had to do something fast. Like is this, how many times have you heard that right now? This is what I call picture copy. So let's read this. It's the same. I'm going to say the same exact thing, but this is how I'm going to say it. I'm going to say John called me on the phone and I instantly had to pull the phone away from my ear. All I could hear was his wife screaming in the background and then him screaming at her.

 

They had just got the electric bill and now only could John not pay it. But he was two months behind on his office rent as well. His voice cracked as he asked me, I need clients, Andy, I am going to lose everything if I don't get a client this week. By this point, I could practically hear the tears streaming down his face. But the good news was I knew how to help him. Now what was the difference between those two versions of copy? No, it wasn't. That one was longer. That's just, uh, something that happens when you paint a picture that's not, it's not about the length, it's about the fact that you're trying to take that person and bring them in to the scene that you're setting up. Right. So many times you see the standard copy, you know, this person couldn't pay the bills, you know, or this person really wanted to, to attend his daughter's wedding, but he was overweight and he was, he was full of shame.

 

Like, yeah, okay. That's okay. But what about something like painting the picture of that scenario? Something like Tom's little baby girl was just getting married and she was so excited, but Tom has happy as he was for his little girl. He was also devastated. You see, Tom had gained a hundred pounds and he was absolutely mortified by his appearance every single day he would avoid going out in public and especially avoid seeing his friends. And as he took that phone and he set it down on the table, his palms began sweating profusely because he knew he was going to have to tell his little baby girl. The girl he raised everyday, the girl he knew always wanted to get married, that he cannot attend her wedding. Why? Because he was too full of shame that he didn't want anyone, especially people he knew to see him like that.

 

But fast forward six months, John did attend their wedding and John did not look like he did. On that day. You see John's a client of mine and he needed help and blah, blah, blah, and then you move on to the next, you know, the call to action or you know, if you want to learn what I did for John, watch this webinar, whatever it is. But the point is that if you paint the picture, it's a lot of people say, Oh, it's about storytelling. But yeah, it is about storytelling, but it's also about good storytelling. It's about how you suck the reader in to the story. You can't just tell a story. I could tell a story like, Oh, Hey, John was, was, was overweight or John was poor, or John couldn't pay the bills. That's a story. It's not a good story. Okay? Like talk about the Palm sweating.

 

Talk about how he, he felt, uh, uh, his heart dropped down into his stomach. Uh, he had to grip the table so that he, you know, didn't fall down. And you're like, if you throw in these realistic, tangible things that happen, you know, um, you know, John's mouth watered when he saw that bottle of whiskey over there. And in an instant he felt like the past four years of sobriety, we're all going to be washed down the drain. Like you, you can't just say, John used to be a drunk and one night he was at the bar and decided maybe, maybe I'll drink. Maybe I will. No, no, you have to paint the picture. You have to use your brush. Okay. So listen, I hope this video has been helpful for you. I hope you understand that when you are crafting copy and you're telling a story, especially if you're running webinars and ads for an online course, you have to paint the picture because people buy online courses because they need a problem solved.

 

And most people do not buy based on logic. They buy based on emotion. They buy based on how they feel and how they feel that it will solve their problem, not how they think it will solve their problem. And so because people buy an emotion, because people mainly buy on feelings. When you get them in the door, you have to, you can't just have this dry copy. You have to bring them in through that same method that they're eventually going to buy. And that is through emotion and feelings and sensory. And when you do that, you not only will have higher converting ads, but you'll have more believers in your funnel. You'll have people on your webinar that are more emotionally attached to your offer. You'll have students that are more emotionally attached to what you're going to teach so that those students can get results because it's not just about sales, it's about getting results and you have to be able to inspire.

 

You have to be able to entertain, you have to be able to bring people into your world if you want them to improve their world. So listen, if this has been helpful for you and you'd like to learn more, I have a 50 minute presentation where I pull back the curtain and I show you exactly how I built my online course business. We are at seven figures, we've sold over 5,000 copies of our course and it is not a cheap course. Um, it is, don't worry, I'm not going to try to sell you that course in this training. This is like a completely new thing. I'm literally showing you a completely separate products that don't worry about that, but it's called how just one evergreen webinar build our seven figure online course business. If you click the link included with this video, you can enter your name and email and I will send you a link to the training.

 

Please enter your correct email because if you enter an incorrect email, you won't get the link in there for, there's no point in opting in for the video. So go ahead and register. Watch this training. I promise you that it will bring you tons of value, especially if you thought this video brought you. If you thought this video brought you value, then that fifth full 50 minute training will bring you massive value in there is no cost. All right. Thank you guys so much for watching this video and I look forward to seeing your successful online course.