Here’s the short version…
RMBC stands for Research, Mechanism, Brief, and Copy.
It’s a four-step process that I created out of necessity…
And it has been proven to help countless people consistently write better converting sales copy in less time.
In fact, the RMBC Method is so effective and so foolproof…
That folks in my Copy Accelerator Mastermind gladly pay over $30,000 per year to be trained on it…
CEO and Co-Founder of V Shred And Sculpt Nation
“We started our company 5 years ago with $1,000. We’re on pace to do $200 million this year and I can tell you that Stefan Georgi is a huge piece of what made that possible.
The second he walked me through his RMBC method I knew I had found the holy grail in copywriting. It was like someone had taken all of the best principles of copy and finally put it into an incredibly clear step by step system that just pulled high level copy out of you.
When the training was over, I didn’t sleep for 2 days.I went home and started cranking out our first VSL following his system and it went on to do over $50 million the next year.
Since then we’ve gone 6 for 6 on writing offers that scale massively and profitable day one on cold traffic thanks to The RMBC Method….
And I won’t work with a copywriter unless he or she follows Stefan’s RMBC method either. In fact, we train everyone in house on that method exclusively.”
”I quit my job in March…
Off of a friend’s suggestion…
Because I was working 70+ hours a week for peanuts (you’d know the influencer if I mentioned the name)…
He said “If you put in the same amount of time on higher income activities, you could make so much more.”
It was a big decision.
I’ve been fascinated with copy for years, but just started taking it seriously after seeing Justin Goff speak live at an event in January…
I’ve bought RMBC and used it to write Stefan Georgi a lead for a sales letter, among 80+ other applicants…
He picked me, and some other great copywriters…
And in total, I’ve brought in 6500 this month.
PURELY from applying Justin’s 0-10k/mo method and RMBC. (Justin’s talk is free on YouTube btw).
Even though it’s only been 5 months…
That’s more than TRIPLE what I used to make working 70+ hours a week…
AND I’ve worked shorter days than ever….
AND taken more time off than ever…
So, I just want to say thanks.
Thanks for giving me the tools to more than triple my income at my old job…
Thanks for helping me get my life back…
And have a lot of fun doing it.It’s made all the scary decisions over the last few months worth it.Copywriters, we all have the same tools, and the same opportunity to make our own success stories…
You can be the next one if you do everything Justin and Stefan say.
And deliver great work for people.Again, there’s zero incentive for me to write this.
But when you give enormous value to people, you can’t help it if they cheer your name.
This is month 5. And It’s only the beginning.”
“At first I didn’t get RMBC because I thought it was just for sales letters.
But then I discovered you could use it for almost anything. Emails. Facebook ads. VSLs. YouTube ads.
All kinds of copy. It’s every tool you could ever need in one place.
I’m extremely thankful for RMBC because it takes a lot of the overwhelm out of the equation.
Especially since I’m a newer writer, it really helps to systematize everything and break down the overwhelm.
Plus, just one of the bonuses inside (like the email bonus) was worth the price of RMBC alone.”
Direct Response Health Copywriter
“Before I found Stefan and his RMBC Method, writing copy was always a struggle. I always felt like I was missing something or that my sales argument was weak. The problem was that I wasn’t sure where.
After learning The RMBC Method I never have that problem anymore. In fact, when I use the method from start to finish, my copy always converts. When I don’t, it doesn’t. It’s as simple as that. It’s also given me the ability to write faster, which means I can take on more clients and make more money.
Bottom line, I would never think of writing any copy without following the RMBC format. It’s a game changer!”
“Before RMBC I was always terrified of making a mess in my sales letters. I didn’t always know the “micro-steps” to keep my copy flowing well through each transition.
That may sound like Greek to people outside of copy. But I know other writers feel me.
Today I’m becoming a master of transitions and can improve my writing flow with ease…which means I no longer freak out about long-form copy.
Thank you, Stefan! Thank you, RMBC!”
I don’t tell you the above to brag…
I just want you to understand the value of what I’m sharing with you on this page…
Or if I should keep the RMBC an exclusive secret…
Something that only those with very deep pockets and an extremely established track record would ever get to know.
Ultimately, I decided to share it here. The reason why is because I really, truly believe this can transform your copywriting overnight…
And I just can’t stand the idea of people struggling with consistency or quality…
When there’s such a better, easier way.
So on this page…
I’m going to provide a detailed overview of each step of RMBC, along with how it works…
By the time you’re done reading this article…
You’ll feel confident that you can begin using the RMBC Method on your own…
Or take it and teach it to your copywriters or employees.
We’ll get into the entire method in just a moment…
Here’s the quick story of how the RMBC Method came to be…
In 2014 I was working for a publishing company out of Romania. They primarily sold eBooks in the alternative health space. And these guys decided that they wanted to follow a Hollywood Blockbuster Model.
Hollywood Blockbuster Model = Create as many new products and offers as possible, with the assumption that every now and then they’ll get a huge Blockbuster Winner that more than offsets the costs associated with any losers.
As such, I was heavily incentivized to produce a large volume of new sales letters each month.
To put it in perspective:
- If I wrote four new sales letters in a month, I would earn between $4,000 and $8,000 for that month.
- If I wrote eight new sales letters in a month, I would earn between $16,000 and $24,000 for that month.
- And if I wrote twelve new sales letters in a month, I would earn between $48,000 and $80,000 for that month.
So like I said – I was heavily incentivized to produce a massive output. But of course the sales letters I wrote also had to be good. Otherwise the publisher would stop paying me to write at all.
This presented me with a unique challenge:
How do you produce a high volume of well-written, high-converting sales letters without burning yourself out?
For context – the average copywriter is lucky if they write one new sales letter in a single month…
Yet my goal was to write 12x as many each month.
It was an insane challenge…
But I met the challenge…
And I produced 12+ sales letters each month, for several months…
While also writing upsells, new email creatives, coming up with “big ideas”, and more.
Not only that, but the sales letters were GOOD too.
At one point, I had 8 out of the top 10 offers on Clickbank (a $1BN+ market place for selling products online)…
And for several years the information publisher grossed over $100MM per year from my sales copy.
Like I said at the beginning…
The RMBC is a roadmap for producing strong sales copy again-and-again.
It makes the copywriting process replicable…
It also makes it modular…
And it templatizes everything too.
The result of all this…
Is that once you start following the RMBC Method…
You don’t get stuck…
You have the blueprint…
Which means there’s less time thinking about what you should be doing, or what comes next…
And more time actually just writing the damn promo.
– Ian Stanley, Copywriter Extraordinaire and
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:
I’ve also seen RMBC applied to content driven articles to dramatically increase engagement…
And personally, I used this method to craft a pitch for our Copy Accelerator Mastermind…
And generated over $1MM from stage with that pitch…
Which isn’t too bad, considering this was the first time I’d ever pitched from stage in my life.
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:
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.
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..
Dr William Ferro
CEO of Betr Health
”Complete rip off.
This might seem harsh to Stefan Georgi because we have been friends for so many years.
I believe I owe it to you to be honest because I was probably one of your first clients from back in the day when you could barely get someone to open a birthday card.
I purchased your RMBC training thinking it would help me connect better with my members.
I dove right in and then started on my first email.
I did exactly what you said and admittedly it was well orchestrated.But now every time I write emails to my members I feel like ripping off my shirt to reveal the S on my chest.
Your effing method made me a Superman of copywriting.
The big drawback …I spend twenty minutes tiger king walking around my laptop admiring my kill.
You know what’s even worse?
I think the S on my shirt stands for Stefan.
F.U. I should have had this sooner!
Seriously…this investment paid itself back 3x in 20 minutes.
”I just want to say thank you Stefan for creating this course.
Before, I always felt my offers were hit or miss and just writing the swipes alone would have taken me at least a week and I’d be kicking and screaming all the way.
This is so methodical and makes it so easy to write copy!
I just rewrote two sales pages in less than 4 days.
Today alone, I churned out 6 brand new swipes for my top offer that probably took me about 4 hours in total.
Thank you so much!!”
Entrepreneur and Health Marketer in the French Market
“Stefan’s RMBC Method has made me more money than any other copywriting system by far.
Once I started using this method, I was finally able to crack several new cold traffic sources.
That helped me to skyrocket my company’s revenue.
The method is super simple to understand and deploy and the results speak for themselves.
No wonder Stefan has had so many cold traffic winners!”
Research, Mechanism, Brief, Copy
Step 2. Mechanism
This part is surprisingly simple and yet insanely important. Understanding how the mechanism works can make or break any promo or offer you run. So let’s jump right in…
In a Nutshell:
The Unique Mechanism explains why our prospect is struggling or suffering to achieve a goal…
And how they can overcome that problem.
At its core, the unique mechanism is always a two-part logical connection.
- Unique Mechanism Behind the Problem our Prospect Faces.
- Unique Mechanism Behind the Solution to that Problem.
It’s important to identify the unique mechanism behind both the problem AND the solution.
By showing the unique mechanism behind the problem, you get the prospect to understand why they’ve failed in the past…
And by showing the unique mechanism behind the solution, you get the prospect to believe that our product will bring them success where other alternatives have failed.
Typically by the time our prospect comes to us, they’ve tried numerous solutions to their problem already. In the past, these other solutions may have not worked at all, worked partially, or worked fully for a period of time before they stopped being effective (You’ll know how it is for your specific market after doing your research).
Our job as a copywriter is to educate the prospect about the REAL reason why past solutions didn’t bring them permanent results. We do this by explaining that their knowledge about the problem is incomplete. They’ve been missing ONE CRUCIAL PIECE OF INFORMATION, and this “knowledge gap” is what’s been holding them back.
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.
Step 3. Brief
The brief is where we take our research and our mechanism and put it all together. By answering all of the questions in the brief, we’ll now have everything we need to start writing the copy.
My full brief has 12 questions that need to be answered and I’m not going to go through each of those line-by-line here. What I will do however is share some of the top questions.
Who’s the Audience?
You should be able to quickly answer this question based on doing your Research.
What are the pain points, or biggest fears?
Identify 1-3 of the main ones. You should also be able to quickly answer this question based on doing your Research.
So by reversing the pain points/biggest fears, what is the one big promise (1-3 sentences) you are going to make…how this will change their lives forever?
This is the Big Promise in your sales copy. It’s based on what your product actually does. But it’s also based built around the outcomes/solutions that your prospects have expressed desiring, which you should have ascertained through your research.
What solutions for the reader’s problem(s) exist already (and why aren’t they working for them)?
You already got these answers during the research phase. Now you just fill them in.
Write out the Unique Mechanism behind the Problem and Solution. What’s the new claim/root cause/surprising info?
This one is pretty self-explanatory.
What is the Product?
Write out the product details, features, and benefits here.
Background Story + Story of Discovery:
And write out the background story behind the spokesperson (if applicable) along with how they discovered the Unique Mechanism behind the problem and solution.
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.
Because I’ve made it my very personal goal for 2021 and beyond to make a positive impact in the lives of a BILLION people over the next decade…
And I know I can help YOU get where you want to be financially, mentally, spiritually, and emotionally.
Join my private email list and let’s change your life together in 2021! [this is 100% FREE]
Research, Mechanism, Brief, Copy
Here’s the part where we finally get to write our sales copy! And as you’re about to see, this whole process is going to be much less daunting thanks to the first three steps (RMB).
The way I approach this is by using a very modular outline.
This outline is most often used for longer-form sales letters, but it’s actually the exact same one you’d use for shorter scripts as well. The only difference between longer-form and shorter-form here is how much time you spend talking about each section.
So what is the outline?
Total there are 53 bullets in the outline. Each bullet includes an element that you should include in your sales letter…
I can’t give away all 53 of these bullets. I want to, but people routinely pay me $10,000+ just for access to this information and it wouldn’t be fair to them.
What I will do though is give you a list of the big sections that you should include in any sales letter.
These are in a very particular order, so for best results, don’t rearrange them.
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.
IV. Unique Mechanism Behind the Solution
And then this is where they discovered the REAL solution to that pain point.
V. Product Build Up And Reveal
Once the spokesperson has discovered the real solution, they realize that nobody else seems to be offering this solution to the public. So at this point they either create a product that encompasses this solution, or they find the one existing company that does offer it. And it’s at this point that we finally reveal the product.
Now we tell the prospect exactly what the product is. The features and benefits. We also paint an emotion-driving picture for the prospect of what life with the product will be like. We compare the product we’re selling to others and convince the prospect that our product is a huge value. Then once we’ve convinced the prospect of this fact, we finally reveal what the price of the product is, and we explicitly tell them to buy.
These are self-explanatory. But including FAQs at the end of a sales page can increase your conversions by 10-15%. So if you’re not adding them to your copy right now – please start doing it!
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.
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.
”RMBC gave me a framework, and more importantly, the confidence to write my ass off.
Prior to my product launch for Amzing.com, I had written scripts for ads, webinar registration pages, and whatnot, but I’d never written a full-blown VSL from scratch.
And even though I’d written sales pages before, the copy for this launch scared the crap out of me.
Maybe it was because it was our flagship product.
Or simply because it was the biggest launch of the year.
I don’t know, but I really got in my head and let imposter syndrome take over.
I literally pulled 3 all-nighters in one week….
Staying up writing, studying RMBC and Breakthrough Advertising, rewriting, then fueling up on coffee for my 8am meetings.
Now that the results came back shattering our expectations, my confidence is through the roof.
I’m super stoked about getting better (and faster) at using the RMBC method and making it second nature.
It truly is a game-changer.
I can’t thank you and Stefan enough.
RMBC is worth every penny!”
“I bought Stefan’s course before I ever wrote a sales letter.
At the time I didn’t fully know what sales letters even were.
But I knew RMBC would help – and it did. I whipped out my first sales letter in one week.
But more than that it gave me guidance and direction when it came to copy in general.
Sure RMBC’s “main focus” is writing sales letters.
But it has helped me with emails and advertorials too.
In fact, if you’re reading this now Stefan’s already in the middle of adding MORE to it.
Super comprehensive, straightforward and a huge time saver.”
Sangam Joshi Tharu
“By the time you’re on the Brief part, you have so much clarity that your sales letter almost writes itself.
Clarity is power. *Spidey sense activated.* RMBC is a superpower.
And with great power comes great responsibility.
I have already gone through this course 6 times (I like to keep count), not because it is not easy to digest…
But because every time I go through it, I find something new. Just make sure to turn on your lo-fi music in the background. You can thank me later.
Oh and also, it uses a “mirroring mechanism” that we humans have been using to learn faster during our entire human evolution.
Plus, it has increased my concentration, focusing hours, writing & research skill. The difference is night and day.
It has literally made me a “market detective”.
The rise of a new superpower.”
Jason W. Strachan
Thanks so much Stefan!”