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hey whats up Ryan Deiss here from digital marketer calm and I want to give you a really simple tool framework that you can use to write much higher converting copy even if youre not a skilled professional copywriter so let me tell you I get asked a lot of times to review sales copy and the biggest mistake that I see people making is they spend too much of their copy talking about their product as opposed to the end result now a lot of people say that but theyre like they dont know how to make sure that theyre talking about the end result so again I want to give you a tool a framework that we use here at digital marketer before we go in and start writing any copy that you can do as well and again that I am the reason were Im showing you this on a whiteboard is what Im doing right now I invite you to do with your team make this a group effort all right try to get some more people involved because the more ideas the merrier let me first lay out kind of the overarching kind of stru