Three rules of any communication

1. Three rules of any communication Nobody* wants it Nobody* reads all of it Nobody* gets it (And the more important it is to understand the more likely it will be misunderstood)

2. Nobody* wants it...

3. Nobody* reads it...

4. Nobody* gets it...

5. Headlines

6. Bullets

7. Offers

8. Headline Templates • Get Rid of Your Money Problems Once and For All • Get Rid of Your (Undesirable Trait) Once and For All

9. Headline Templates • How a fool stunt made me a superstar salesperson • How a fool act/stunt made me a great (target market designation).

10. Headline Templates • Who else wants to look like a movie star? • Who else wants (benefit with a significant level of measure and familiarity)?

11. Headline Templates • The deaf now hear whispers • The (group you wouldn’t assum would have such a success) now (has a great success)

12. Headline Templates • Thousands now play who never thought they could • Thousands Now (result you get which is seen as difficult or impossible) who never thought they could

13. Headline Templates • Wanted—your services as a high-paid real estate specialist • Wanted—your services as a (desired quality) (description of the “wanna be” target market)

14. Headline Templates • Build a body you can be proud of • Verb (Build, Get, Take) a ________ you can be proud of

15. Headline Templates • Get me only five days—and I’ll give you the secret of learning any subject! • Get me only/just (Small period of time) and I’ll (give you unexpected results)

16. Headline Templates • Do you make these mistakes in English? • Do you make these (area in which you give results) mistakes?

17. Headline Templates • Do you recognize these 7 early warning signs of high blood pressure? • Do you recognize these # early warning signs of (problem you address)?

18. Headline Templates • You don’t have to be rich to retire on a guaranteed income for life • You don’t need/have to (an objection quality) to (get a desired result)

19. Headline Templates • I gambled a postage stamp and won $35,840 in 2 years • I gambled (a minuscule ammount) and won (big) in (short time)

20. Headline Templates • Annoucing a new way to save on taxes • Annoucning and new way to (do something your product or services does)

21. Headline Templates • 5 familiar skin troubles – which do you want to overcome? • # familiar ____ problems – which ones do you want to overcome?

22. Headline Templates • Why some people almost always make money in the stock market • Why some (description of your target market) almost always (accomplish a result your prospects want)

23. Headline Templates • “No time for Yale—took college from home,” says well-known author • “No time for (desired object)—got it from home,” says (someone who clearly got it)

24. Bullet Templates • Number Bullet • 7 ways to... • 12 steps to... • 3 life-saving ways... • 37 time-saving tips • 13,001 resources for

25. Bullet Templates • Secret Bullet • Secrets of... • The secrets to... • Top secret methods for... • A dirty little secret (they) don’t want you to know • Secret resources you can...

26. Bullet Templates • Major Mojo Benefit Bullet • A tiny little ____ that _____ • In less than 5 mins, you’ll ... • A little known ____ that will _____ • An easy _____ to ______ • How a simple ______ that costs less than ____ can _______

27. Bullet Templates • Exclusive Bullet • The only _____ • The unique, proprietary way to ____ • Why the top 1% of all _____ _____ • Only 1 out of 20 _____ are accepted by us

28. Bullet Templates • How To Bullet • How to _____ • The new way to _______ • What ______ do when they _______ • When you ______, here’s how to ______

29. Bullet Templates • Danger Bullet • What Never to do to _____ • Three mistakes to avoid when you ____ • Among insiders, it’s know as ______. Don’t fall for it. • Warning! Before you _________, _________ • How too much ____ can actually ______

30. Bullet Template • “Extra, Extra” Bullet • An amazing discover that _____ • The ___ that I spent ____ to learn • A recently revealed _____ will ____

31. Freebie / Better? How about instructions of what to expect on their credit card... How about “download” instructions including where to get adobe “Steps” Get the used to it Copy in short supply... Consider names like Download Thank-you Private, etc. Initial Offer (low +)? This is a standard sales page Promocodesecrets.com Gary Ambrose Story Find the right person Coach them well $1 vs FREE Consider a mechanism like Nicklemania The Thank You Page Offer

32. Thank You Page Action Plan • The opt in form. (if FREE this is the cost) • The most important bit of “copy” • This is a prime copy area • Consider hacker safe • Remember the lock image • Remember the VIP ONLY

33. Thank You Page Gift • Remember often the “gift” is a special kind of long form copy. • Further, you need “good copy” to get them to consume the gift. • Weigh the balance between “marketing in the autoresponder” and teaching consumption.

34. OTO Copy • Length of the copy • Connection of the OTO to the “Freebie” • Higher the price, longer the copy • Three keys • Sense of urgency / Scarcity / Fear of Loss • Irresistible Offer • Reason why for BOTH 1 and 2 • Bonus – Guarantee (with Reason Why)

35. OTO Copy Cont • To Up sell or to Down sell or Both... • To do things right is tactical • To do the right things is strategic... • Up sell Copy • Must be highly related (the old silver/gold) • Timing is everything...risk lose the order or risk losing the upsell • Consider selling “service” or “one-on-one” or “fish”

36. OTO Copy Cont • Down sell copy • Usually the “Core” of you product • I advise against “removing bonuses” only for reasons of integrity • An alternative to the “up/down sell” is the finance option

37. Buyers Copy • Buyers have 3 extra copy experiences • The “download” area or page often inside the BM managed membership • The receipt / order acknowledgement • The “thank you” email / intro email • “Autoresponder series for buyers”

38. Non Buyers • Autoresponder and different membership area. Have a none buyer bring you one...

39. Other Areas of Copy • Recruitment Copy • Promo Tools • Blog Copy • Affiliate encouragement • Affiliate reward • Confirmation emails • Back end offers

40. Thank You Page Landing Page Meaningful /subdirectory? Headline with thank you for order relevance? “Charge” familiarity instructions? Bullets restating main benefits to resell action? Offer/Call to Action? Graphics and Images? Thank you Page Opt in Box Headline? Bullets? Offer? Call to action button? VIP only or premium support to capture phone Connected to the 3rd party autoresponder tool? Autoresponder copy Confirmation email (remember if you do this early you can get a custom subjectline which is your email headline) First email completed and working (wise to include wildcards which remind someone how to access) Headline (subjectline)? In body headline? In email body bullets? In email body call to action? Autorsponder sequence? Message 1 Message 2 Message 3 Message 4 Message 5 Message 6 Message 7 Copy Checklist

41. Thank You Gift Download link work? Download link “anchor text” relevant/headline-like? If audio, are there 3 calls to action? If transcribed, is it an appealing document? Does call to action go to a link under your control? Does the link work? Does the tracking work? OTO copy Headline? Bullets? Urgency tools? Scarcity tools? Irresistible Offer? Reason why Urgency? Reason why for offer? Is OTO as directly connected to the gift as possible? Does payment link work? Does buyer autorsponder work? Copy Checklist

42. Up Sell Strategic to give one? Reason Why? Clarification of offer Use Exclusivity bullets Good set up in the ecommerce tool Down Sell Strategic to give one? Reason Why? Clarification of offer Blame on your buyers! Doesn’t “harm” the main offer. Copy Checklist