In this article I’ll mostly be talking about the RMBC Method in the context of sales letters and scripts. This includes long-form direct response letters, along with short 5-7 minute sales videos.

Even if you only write short ad copy like headlines, subject lines, or FB Ads though…

You should still learn the RMBC method. The reason why is because it can be applied to virtually everything.

For example, when Dan Lok’s head of acquisition started using the “R” component of RMBC to craft better FB Ads…

He was shocked by how massive the difference was:

Step 1. Research

Research is probably the #1 factor in whether or not your sales copy is effective or not. It’s also the most often overlooked. And this is true for both writers who are just started out, along with grizzled old vets.

What often happens is that copywriters and business owners just assume they know their market…

And they view doing research as a waste of time.

I get it…

But the truth is – doing research is where all of the magic happens. It’s where you find surprising insights about your target demographic that you didn’t expect. It’s also where you get to learn how they talk. For example – when you go to forums that are populated by your target demo, you’ll notice they have very unique language patterns. And that means you have the opportunity to almost copy-and-paste their words, and then add them to your sales copy.

To put it another way – by taking the time to uncover not just what your target demo is talking about, but how they’re talking about it, you can approach them as a member of their tribe. You appear as “one of their own.” This in turn creates instant trust between the prospect and the writer – a feeling that you (or your spokesperson) really “get” them.

When I teach the RMBC Method in our Copy Accelerator Mastermind, or in courses and trainings, there are 22 different questions that I tell my students they need to answer.

I’m not going to list all 22 of those questions here, but I will give you 7 of the most important ones.

Specifically we want to know what their pain points are when it comes to the problem your product/offer is trying to solve. But we also want to know about broader pain points than that. Psychological pain points. Economic pain points. Relational pain points, etc.

This is actually where a lot of copywriters go wrong – especially when they just “assume” and don’t do any research. They don’t go deep enough.

This is the inverse of the above. At its core, all sales copy is problem/solution oriented. Once you understand what problems (aka pain points) the prospect has, you next want to understand what solutions they are looking for. Again, DON’T ASSUME. Instead, do your research and let them tell you what they’re looking for in their own words.

And just like with Pain Points – go broad here. Look at what solutions your prospect want for the more big-picture pain points in their life too. For example: A happy marriage, more economic stability, more respect from friends and neighbors, a stronger relationship with their children, a different political situation in their country, etc. All of that stuff.

Where do you find answers to your Research questions?

There are tons of places, but here are two you can start with:

Forums

I mentioned forums before, but I’ll mention them again. No matter what your market is, there’s a forum for it. Going to these forums and seeing what the people in your market are talking about is amazing. Plus you’ll be shocked at how often people in these forums take what seems like a simple question, and reply with a multi-paragraph answer sharing their entire life story. This stuff is GOLD.

Amazon

Go to Amazon and start looking at products that attempt to solve the same pain point as you. Then for each of those products, read the reviews. Pay special attention to the 5 Star Reviews and the 1 Star Reviews. The rest don’t matter. Why? The 5 Star Reviews will tell you what people love about existing solutions. The 1 Star Reviews will tell you what people hate about existing solutions (plus you might get some horror stories). And that’s all you want.

One more note on Amazon by the way – this works for almost everyone. For example – say you’re a Real Estate Agent who wants to get more clients. It would make sense for you to go to Amazon and research books about buying a house. Also possibly books on real estate investing or on getting a mortgage..

Research, Mechanism, Brief, Copy

Unique Mechanism of the Problem:

The real reason for your struggles to lose weight has nothing to do with your genetics or metabolism. Instead it starts in your uterus!

You see, scientists at the Scripps Research Institute recently turned their microscopes to a little-studied protein called PGRMC2. This protein is found in the uterus, the liver, and several other areas of the body. But it turns out, PRGRMC2 is also found throughout your fat tissue.

So why does that matter?

Scientists at Scripps engineered mice to be deficient in PGRMC2. And what they found is that when the PGRMC2-deficient mice were fed a high fat diet, they weren’t able to burn fat. In fact, their metabolism was basically “turned off.”

In contrast though, when obese-diabetic mice were treated with a drug to activate PGRMC2 function – it was found that the mice quickly began to show an activated metabolism. As a result – the mice were able to quickly burn fat and reverse their obesity.

The Brief is most effective when you write out your answers as if they were going into the sales copy.

When you go to write about the product for example – don’t just use bullet points. Instead, write the portion about the product as if it were going directly into your sales letter.

The reason this is so vital is because once you’ve written out small chunks of copy in your brief, you’ll then be able to go and paste them into your actual sales letter.

In turn – already having a bunch of copy that’s pre-written makes the whole process sales letter writing process much less overwhelming.

Plus, it means you’re able to write a better final draft in less time.

I. Lead

The purpose of the lead is to build rapport with your prospect, capture their curiosity, and get them to continue reading/watching. You’ll also include a big promise here in the lead – where you are saying that you’ll be able to alleviate their biggest pain points or issues.

II. Background Story

This is the background story about the spokesperson. Who are they, why are they credible, why should the prospect listen to them? Additionally, in the background story we’re also sharing the events that led up to the spokesperson discovering the unique mechanism behind the problem and solution.

III. Unique Mechanism Behind the Problem

Self-explanatory, but this is where the spokesperson discovered the REAL cause behind the pain point the market faces.

Let’s put it all together…

In the Research phase, we become deeply aware of who our target prospect is. We understand their psychology, their pains, and their hopes and dreams. We also determine what other solutions they’ve tried in the past, and we find out what they liked and didn’t like about those solutions.

In the Mechanism phase, we then explain the real reason behind why the prospect has failed in the past, then prove that they can succeed in the future. This part does usually require research of a different kind – more technical – but it’s research that’s worth doing. The reason why is because by the time the prospect gets to you and whatever you’re selling, they’re already jaded. It’s very rare that you’re offering a product category that’s never been seen before. More likely, you are offering a variation. An improvement. A “better mousetrap.” As such, it’s vital that you differentiate your solution from the rest of the market. The first way you do this is by opening their eyes to a new paradigm – one that explains the truth behind their struggles. And the second way is by showing them how your product/service embraces this new paradigm. That’s the Unique Mechanism in a nutshell.

In my experience, the Brief is probably the most often looked part of the RMBC Method. It shouldn’t be. The Brief’s value isn’t just in the questions it asks. Its value is in how you answer those questions. If you take the time to write little chunks of copy when filling out your brief, you’ll be in an amazing position when it comes time to create your actual sales letter. In other words, filling out the brief makes the copywriting process much less daunting.

And then finally there’s the Copy. It’s no accident that Copy comes last. We need to do the legwork first. If we don’t, the copy we write will often come out random, labored, and inconsistent. Once we have done the legwork however, writing great Sales Copy is pretty easy. Just follow the structure I’ve provided above. Plus, if you’ve done your Brief correctly, then much of what’s above can be copy and pasted into the letter.

Final thoughts and potential next steps

My hope is that this “article” becomes a treasured resource for you. Something that you can refer to on a continual basis, and that helps to demystify the copywriting process.

I also hope that having now read the words above, you have a good foundational understanding of what the RMBC Method is, and why it’s so valuable.

Now, speaking of potential next steps for yourself and your business…

The best and quickest way to master RMBC to consistently produce high-converting copy in a fraction of the time, and rightfully charge clients 2x, 3x, or even 5x what you are currently charging…

Or to scale your business and watch your funnels convert at double, even triple what they used to…

Is, honestly, to join my exclusive RMBC training program.

When you join, you get access to more than a dozen over-the-shoulder videos where I and some of the best marketers in the world…

• Walk you through the entire RMBC process from start-to-finish
• Share tons of real-time examples, bonuses, and copywriting hacks we use to create 7-8 Figure promos (you won’t find this anywhere else!)
• And, so much MORE!

And, almost instantly, all of the confusion, fear, and stress that stems from writing copy (which is every copywriter’s struggle…I should know!) will vanish because you’ll have an easy-to-follow framework that you can rely on time and time again.

Plus, in case you have questions or need additional support, you also get access to a Private RMBC Facebook Group where you can ask away and interact directly with me and some of the top players in the direct response marketing world.

This is pretty much equivalent to having us looking over your shoulder as you’re writing, and giving you world-class feedback on how to make your copy better!

Pure gold, right?!

You see, more than 100 people are actively paying upwards of $30,000 per year to get this kind of guidance and training…

And while that’s money they are happy to spend because the ROI is just undeniable, I understand not everyone can afford that sort of investment. So in an effort to get my system in the hands of ANY freelancer or business owner eager to level up in their career and life, I put this special deal together for a fraction of that price.

Why?

Because (I know this might sound like B.S, but it’s true), I am genuinely committed to helping people win. That’s what drives me.

And I believe, without a shadow of a doubt, that RMBC is the vehicle that can help you get where you want and deserve to be. I just see it producing such drastic effects for copywriters of all different skill levels on a weekly basis, that I’d love to mentor you and help YOU get those kinds of life-changing results too.

Having said that, please know that the point of this article is not to convince you to invest in the RMBC method. But if any of what you read here resonated with you and your goals, I promise you it’ll be one of the smartest investments you’ll ever make in your life.

So if you want more information on the RMBC Method – just click here and visit our website.

Finally, I just want to say thank you for taking the time to read this. I’m thankful that I’ve had the chance to connect and share my life’s work with you today.

Sincerely,

Stefan Georgi