total package notes
techniques
downsell
upsell offer
Subtopic
alternative choice offer
three options almost always works best
sell deluxe in body copy, then take away from it to create lower priced alternatives, or sell the standard and add ti creat higher priced
free suit offer
selling premiums
be sure to include a reason why the premium is being offered
repeated assertion that it is free has a tendency to disarm
sell the premium as though they were the primary attraction, and then tell your prospect how he can get them by simply taking a risk free look at your product
empathy
allows you to find the most powerful appeals
we must study other people and get as close to them emotionally as we can
what human values are at stake
experience the emotions they're feeling
through your physiology
emotion
pounding rhythm
crowds out rational thought
problem dramas and promise pictures
emotion inducing mental imagery
emotion sparks action. critical thought stifles it
number one priority is to bypass critical thought, and evoke meotion
copywriting
There is one simple way to answer many advertising questions. Would it help a salesman sell the goods? Would it help me if I met a buyer in person? - Claud Hopkins
as a copywriter, you are the architect of your prospect's future life'
advertorials
encouratges the person to take the next step
sample'
motivate for offering it becomes transpaartent, and therefore you rprospect finds it much easier ot accepot
position your advertorial as a sample or excerpt of the actual product
tie your advertorial to the product at the hip
prospects are aware of the reciprocity gambit
words
discover is easier and more interesting than 'learn'
nouns are the building blocks of your painting. Adjectives bring them into focus. Verbs add action.
symbolism is the neutron bomb of persuasion
close
click here for instant download
reserve, claim, send for
don't decide now. try it, and then decide!
more sales
enticing
controversy
use publicity bait
polarizing effect
love or hate
referals
partnerships
backend
higher cost
frequency
until forbid
buy more units
american culture
whats new
who needs rules when we can improvise
just a miustake
now force
time is money
impaitnet
big and more
enemies are seen as 'big' government, business etc
2nd place is the first loser
uber consumers
rally behind impossible dreams
tell him someone says he can't do it
cut through gordian knots
no limits
choice
freedom
right to choose
digital ads
forbidden
the take away close tefhcnique
e.g.
this may not be for you unless yo uneed to loose 20 or more pounds.. don't click here unless yo uwant to get really skinn!
qualifier
sattement that points out that this many not be for you
conspiracy
someon's lying to you
washington conspiracy - the shameless govt cover up that's worth billionds to greedy drug companies.. click here to learn how this slezay shame is killing you
promise to reveal the conspiracy
intrigue
e.g.
true or false? watching tv is worse for your health than French fries? lcick here now to find out!
curiosity killed the cat
curiosity
e.g. the foreclsoure disaster that didn't happen.. thousands of happy home owners agree.. .click here to save you home too
leave em hanging
incomplete thought in the ad and promise to finish it
credibility
unconscious
format matches tone of your message, mental state of prospect, nature of the subject
positioning
desirability is a social illusion
reveal your personality, ideals, opinions and ideologies
keep them guessing and they'll eat out the palm of your hand
extreme, paradoxical, unpredicatable
you become the product
at a certain point they stop buying your product and start buying you
2 step
lead gen ad
1 to 3 page special report
product
created specifically for unique prospect
product is extension of marketing
prospect
isaac asimov
what lasts in the reader's mind is not the phrase but the effect the phrase created: laughter, tears. pain, joy. If the phrase is not affecting the reader, what's it doing there? Make it do its job or cut it without mercy or remose@
make them feel the pain and they will appreciate the solution
no one will follow you until you can get them to reflect on themselves first, and become aware of their failings
dominant emotional weaknesses
gently bring those doubts, discomforts, and anxieties to the surface
instal buying criteria
tease them with free / incentives to betray their interests
happy people make lousy prospects particularly for front end products
what remains unfulfilled
get to know your prospect
what are their emotional voids
looking to fill emotional void
