MODULE 3 - The 600 Million Dollar Secret Weapon How to Write Sales Letters and Promotions

Size: px

Start display at page:

Download "MODULE 3 - The 600 Million Dollar Secret Weapon How to Write Sales Letters and Promotions"

Laurence Kelly
5 years ago
Views:

1 MODULE 3 - The 600 Million Dollar Secret Weapon How to Write Sales Letters and Promotions VIDEO 1 WHAT IS A SALES LETTER? Welcome to Module 3 The $600 Million Dollar Secret Weapon. I call it this because what I am going to share with you are my 30 years of experience. Including everything I learned and did while I was president of Weiss Research - working directly with Clayton Makepeace, everything I did working at Agora with Bill Bonner and Mark Ford (aka Michael Masterson). Agora is now OVER a 600 million dollar a YEAR Company and this is how they compose sales letters and promotion. And just about every successful company is using this model. You see being able to write so that your readers will take action and especially so they will BUY what you are selling has some special nuances. In this video (video 1) I want to introduce you to anatomy of writing sales letters and promotions (it s also called writing COPY ). First, let s start with an example sales letter that I use for my product, Inbox Empire. As we go through this letter, I will share some of the terms and phrases that are unique to sales letters. You can see the entire letter at and I ve pulled out selected portions for us to discuss. In this example, I want to point out the anatomy of a sales letter meaning the individual components and sections. MET Edge LLC. All Rights Reserved. Page 1

2 Let s start with an example of the HEADLINE, the POSTHEAD and the OPENER. Headline Posthead Opener Hook/Lead - these terms are used interchangeably. This is the section that convinces your reader that they will want your product. This is the meat! This is the section where you include the benefits and that makes the headline real. MET Edge LLC. All Rights Reserved. Page 2

3 As I mentioned you should definitely list the benefits to the user for example, for Inbox Empire some of the benefits are - It s a simple business model - It costs less than $100 to start - It works from anywhere in the world. Remember to distinguish between BENEFITS and FEATURES. Benefits are the positives for the buyer. WHY will they like this purchase? Benefits tug at your emotional side. Features are the HOW things like how it s delivered, how you put the product together, etc. Features are not as persuasive as benefits but they appeal to your logical side. MET Edge LLC. All Rights Reserved. Page 3

5 Offer Credibility - Meet MaryEllen Tribby Notice the first thing you see is a picture of me always include a picture. Readers feel like they really know you when they can see you. After my intro, I talk about my accomplishments. Now this flows very nicely and effectively into proof! MET Edge LLC. All Rights Reserved. Page 5

7 Another form of proof is testimonials. Today this is also known as Social Proof : Testimonials Testimonials should be used throughout your entire sales letter. MET Edge LLC. All Rights Reserved. Page 7

8 Describe all BONUSES you are providing. Bonuses Now Inbox has 5 awesome bonuses these are the first 2. Let s review the formula: The actual bonus in bold and centered A benefit-oriented description The retail value must be real The cost to the reader - $xxx MET Edge LLC. All Rights Reserved. Page 8

11 Then give your CALL TO ACTION. ~~~ Call to Action ~~~ Now even before the buy button put in your Guarantee Here is a secret so few people know and use when it comes to guarantees. Most people will simply copy and paste any old guarantee they find online. Put some thought into it and some personality! Let s go through mine now. MET Edge LLC. All Rights Reserved. Page 11

Other great guarantees are: * Double your money back * I ll refund you everything you have

12 Guarantee Do you see how the guarantee actually has a benefit to it and they prospect must feel like they have nothing to lose! Other great guarantees are: * Double your money back * I ll refund you everything you have paid so far Be sure to LIST THE PRICE (buy buttons) * Secret make it obvious put the best price first! List the price MET Edge LLC. All Rights Reserved. Page 12

The PS section is incredibly powerful many readers may even jump down to the PS and skip the rest so make sure it gives them a good idea what you are offering.

13 The PS section is incredibly powerful many readers may even jump down to the PS and skip the rest so make sure it gives them a good idea what you are offering. PS Here is another example of a sales letter with a PREHEAD which gets the attention of your target audience, a HEADLINE and a POSTHEAD. Prehead Headline Posthead MET Edge LLC. All Rights Reserved. Page 13

14 In Video 2 8 PRINCIPLES OF GREAT COPY. I talk to you about the LEAD (also called the HOOK) for your sales letter as well as so many more valuable lessons. So go there now. MET Edge LLC. All Rights Reserved. Page 14