Speaking at Steven Essa's Webinar Seminar Sept 2011, London

4. Copywriter
Marke.ng
Consultant
Strategic
Alliance
Specialist

5. • A
Li8le
About
Me
• The
Key
To
Success
(for
me
anyway)
• How
To
Create
A
Sales
Message
That
Works
(the
way
the
big
boys
do)
• A
Few
Simple
Steps
To
Double
Your
Webinar
Profits!

18. …
That
Was
October
2009

20. Here’s
A
Few
Comments…

24. I’m
Super
Grateful
For
The
Lessons
I’ve
Learned
In
The
Last
2
Years…

26. Know
What
You
Want
Know
Why
You
Want
It
Stay
Focused
On
It
Believe
It

28. Who
Wants
To
Make
More
Money
Online?

29. Who
Wants
To
Know
The
Skill
Required?

31. Let
Me
Tell
You…

32. Don’t
Believe
Me?

33. Here’s
A
Few
Personal
Examples…
Generated
$38,093
In
Just
4
Days!

34. Generated
$44,797
In
Just
4
Days!

35. Generated
$25,284
In
Just
4
Days!

36. A
Saj
P
and
ScoA
Rewick
event…
•
Converted
at
10%
•
Sold
200
Tickets
At
$97
Each
The
Event
Generated
$200,000
In
Sales
In
Just
2
Days!

38. But
What
Is
Copywri.ng?

39. So
Why
Don’t
More
People
Do
It…

40. Most
People
Want…

41. …
And
Copywri.ng

42. It’s
The
ONE
Thing
I
Recommend
You
Take
Time
To
Study

45. • Opt-­‐in
Page
• Thank
You
Page

46. How
To
Create
High
ConverLng
Opt-­‐In
Pages…
• A
Strong
And
Compelling
Headline
• A
Related
Sub-­‐Headline
• Curiosity
and
Benefit
Driven
Bullet
Points
• A
Clear
Call
To
Ac.on!

47. Here’s
Some
Quick
Tips…

48. The
Headline…
• The
Most
Important
Part
of
Your
Copy
(80%
of
the
success
of
your
copy
is
based
on
the
headline)
• If
This
Does
Not
GRAB
The
Readers
A8en.on
Within
3
Seconds
You’ve
Lost
Them!

49. 1. The
Opening…
Should
Be
Focused
On
The
Reader
e.g.
How
You
Can
or
Discover
How
You
2.
State
The
Benefits…
Lose
Weight,
Earn
An
Extra
$50,000
etc
3.
Give
Them
A
Timeframe…
e.g.
Instantly,
In
Just
2
Weeks
4.
How
It
Will
Happen…
e.g.
Using
This
Proven
Strategy
5.
Make
Sure
It
Stands
Out…
Big,
Bold
and
Always
In
“Speechmarks”
(it
oTen
pays
to
highlight
certain
words
or
phrases)

50. Sub-­‐Headline…
• The
purpose
of
the
sub-­‐headline
is
to
move
the
reader
into
the
page…
qualifying
your
earlier
claim,
providing
more
benefits,
tapping
into
their
emo.ons
e.g.
this
simple
to
copy
strategy
is
proven
to
…
• The
single
purpose
of
each
line
of
copy…
to
get
the
reader
to
READ
the
next
line!

51. Bullets…
• Bullet
points
should:
• Arouse
Curiosity
• Stack
The
Benefits
To
The
User
• Increase
Desire
For
The
Outcome
• Always
Be
BLIND!

52. Call
To
AcLon…
• Ask
For
The
Order
(or
in
the
case
of
a
squeeze
page
their
name
and
email)
• Remind
Them
Of
The
Benefits
e.g.
“if
you
want
to
blah,
blah,
blah
then
click
here
now!”

57. Thank
You
Pages…
Most
people
forget
about
these…
BUT
• Take
This
Opportunity
To
Offer
Them
Something
Else
(aTer
all
they’re
in
buying
mode
RIGHT
NOW!)
• E.g.
Another
Product
Of
Your
Own,
A
Related
Affiliate
Product
or
Even
Beber
–
A
Resell
License
To
The
Report
Or
Product
They’ve
Just
Either
Paid
For
or
Opted
In
To
Receive)

58. **
Sneaky
LiAle
Tip
**
• House
All
Your
Content
–
FREE
Or
Paid
Within
A
Basic
Membership
Site

59. A
Product
Sales
Funnel…
Opt-­‐in
Sales
Page
OTO
Page
Thank
You
Downsell
Page

60. CreaLng
Your
Sales
Page…

61. A
Simple
14
Step
System…

62. 1.
Hard-­‐Hicng
Headline!
• Make
A
BOLD
Claim
That
Appeals
Directly
To
Your
Target
Market
• Evoke
MASSIVE
Curiosity
• Speak
Directly
To
The
Reader…
Use
The
Word
YOU!
• Grab
ATTENTION
(remember
you
have
on
average
3
seconds)

64. Powerful
Words…
• Can
• Unique
• Easy
• Proven
• Revealed
• Now
• Own
• Exclusive
YOU
• Instantly
• Guaranteed
• Announcing
• How
• Top-­‐Secret
• Discover

65. 2.
Credible
Sub-­‐Headline
• For
The
First
Time
Qualify
That
Big
BOLD
Claim
You
Just
Made
• EnLce
Them
To
Read
On
–
if
they
don’t
the
rest
of
the
page
is
useless
• Give
Your
Claim
Some
Credibility…
a
tesfmonial
or
quote
from
someone
that’s
used
it!
• Perhaps
Even
Offer
A
Guarantee…
of
some
kind

67. 3.
The
IntroducLon…
• IdenLfy
The
Problem/Issue…
make
a
connecfon
with
why
they
are
there
• Align
The
Reader
With
The
Problem
Or
Issue…
they
need
to
see
this
is
relevant
to
them
• Tell
The
Reader
How
And
Why
You
Can
Solve
It
For
Them…
what
did
you
do,
how
did
you
solve
it!

70. 4.
Strengthen
Credibility
• Deliver
Your
Story…
start
at
the
beginning
with
the
problem,
move
to
the
conclusion
• Highlight
Your
Successes…
show
them
where
they
could
be
(remember
if
you
did
this
right
they’re
already
aligned
with
you)
• Add
Social
Proof…
share
the
results
you’ve
achieved
for
others
in
the
same
situafon
as
them

76. 5.
Introduce
The
Product/Service
• Use
Words
Like:
‘for
the
first
fme
ever’
‘finally
I’m
revealing’
etc
• Show
Images
Of
The
Product
(even
if
it’s
digital,
you
can
increase
the
perceived
value
by
showing
an
image
of
a
book,
DVD
or
Box)
• Add
Benefits…
what
will
using
this
do
for
them

79. 6.
Bullet
Points
• Keep
These
‘Blind’
• Arouse
Curiosity…
tell
them
what
it
will
do
but
not
how
e.g.
• The
lible-­‐known
method
for…’
‘ The
Number
One
Reason
Most
People…’

81. 7.
Give
REAL
Proof
• Use
REAL
TesLmonials…
where
possible
include
a
picture,
name
and
some
contact
details!
• Proven
Results…
for
example
in
a
weight-­‐loss
product
before
and
aTer
pictures
• Account
Screen
Shots…
include
screen
shots
showing
income
proof,
before
and
aTer
(date
stamped
and
verified
where
possible)

85. 8.
Deliver
The
Price
-­‐
Create
Scarcity
• Set
The
‘Regular’
Price
(this
doesn’t
have
to
be
what
you
actually
sell
at)
• Offer
Price…
if
you
do
drop
the
price
explain
why
(make
these
reasons
jusffiable)
• Introduce
Scarcity…
only
use
scarcity
tacfcs
if
you
are
going
to
sfck
to
them
(if
you
don’t
you
lose
credibility!)

89. 9.
Add
Value
• Offer
Bonus
Products…
to
encourage
people
to
take
acfon
NOW!
• Bonuses
MUST
Be
At
Least
As
Valuable
As
The
Product
(in
terms
of
usefulness
and
relevance)
If
You
Can’t
Usually
Sell
It
–
Don’t
Use
It
As
A
Bonus
• Remember
To
Sell
The
Bonus…
use
the
methods
we’ve
discussed
for
the
main
product
• Use
Images…
remember
perceived
value

91. 10.
Call
To
AcLon
• Remember
To
ASK
For
The
Order…
many
people
lose
the
sale
because
this
is
not
clear
• Recap
The
Benefits…
remind
the
reader
of
the
benefits
of
purchasing
e.g.
‘
if
you
want
to
blah,
blah
today
then
click
here
NOW!’
**Sneaky
liFle
Gp**
Instead
of
using
word’s
like
‘Buy’
or
‘Purchase’
use
words
like
‘Secure’
or
‘Claim’
and
refer
to
the
acfon
as
an
‘investment’

94. 11.
Remove
Risk…
Guarantee
• Longer
Guarantees
Are
BeAer…
remove
ALL
the
risk
for
the
buyer
where
possible
(if
you
offer
enough
value
people
won’t
refund
anyway)
• Flip
The
Risk…
allow
people
to
access
the
content
before
they
pay
or
for
a
reduced
sum
• Remind
Them
Of
The
Benefits…
a
carefully
worded
guarantee
will
reassure
the
buyer
of
the
benefits
whilst
removing
the
risk
totally

95. Iron
Clad
Money
Back
Guarantee!
I’m
absolutely
confident
Auto
Mass
Profits
is
everything
you’ve
been
looking
for
and
is
exactly
what
YOU
need
to
start
making
serious
money
online
I
insist
you
download
the
complete
Auto
Mass
Profits
System,
follow
the
tutorials,
plug
the
sogware
and
start
making
cash
all
with
my
blessing
and
support
and
if
for
any
reason
with
the
60-­‐days
of
purchase
you
decide
you
no
longer
want…
The
autopilot
income
this
system
has
produced
for
you…
the
cash
to
buy
those
things
you’ve
been
saving
for…
The
freedom
it
has
brought
you
and
the
peace
of
mind
you
are
now
experiencing
then…and
only
then
do
I
insist
you
contact
me
immediately
for
a
Full
No
QuesLons
Asked
Refund.

96. You’ll
get
back
every
single
dime
of
your
investment
and
yes
you’ll
s.ll
get
to
keep
the
cash
you’ve
already
made
And
Don’t
worry
I’m
not
going
to
ask
you
to
prove
you’ve
tried
it,
I
couldn’t
care
Less
I
know
it
works
but
if
you
don’t
want
to
give
it
a
shot
then
heck
I
don’t
want
your
money!
You
have
absolutely
nothing
to
lose…
You
can
even
contact
me
on
day
59
and
I’ll
s.ll
send
your
money
back
with
a
smile
on
my
face
Fair
enough?
Listen
you
won’t
find
a
guarantee
as
sweet
as
this
anywhere
else
so
if
you
want
to
take
advantage
of
this
NO
RISK
offer…
You’ll
have
to
act
now

97. 12.
Close
• Repeat
Your
Call
To
AcLon…
tell
them
why
they
must
take
acfon
today,
include
benefits
• Tap
Their
EmoLons…
people
do
things
for
one
of
2
reasons
to
move
toward
pleasure
or
away
from
pain
(use
these
to
reinforce
the
buying
decision)

100. 13.
Sign
Off
• Bring
The
ConversaLon
To
An
End…
‘See
You
On
The
Inside’
• Add
A
Signature…
this
personalizes
the
communicafon
and
ads
credibility

102. 14.
The
Use
Of
P.S.
• Use
A
Series
Of
Strong
P.S.
(many
people
simply
scroll
to
the
foot
of
the
page,
this
is
a
chance
to
capture
their
interest)
• Repeat
Benefits,
Offers
And
Bonuses
• Reiterate
The
Guarantee

105. OTO
–
One
Time
Offer
• Offer
A
Complimentary
Product/Service
• Should
Be
Extremely
Relevant
• Contains
The
Same
Selling
Methods
As
For
A
Sales
Page
• Increased
Use
Of
Scarcity
**
This
Is
Your
Chance
To
Increase
Profits**

108. Thank
You
Page
• Give
INSTANT
ACCESS
To
The
Product
• Congratulate
&
Thank
The
Buyer
For
Their
Purchase
• Make
One
FINAL
OFFER
(this
is
the
last
place
in
the
current
funnel
you
have
the
chance
to
make
an
offer…)

110. All
Thanks
To
The
Strength
Of
Your…

115. 6
More
Webinar
Tips…
• Segregate
Your
Lists
• Use
Sales
Copy
In
Your
Emails
&
On
The
Registra.on
Page
• Use
Yeptext:
h8p://live.yeptext.com/
• Create
A
Follow
Up
Sequence
• Use
Telephone
Sales
• Offer
Other
Ways
To
Access
The
Content

116. So…
Who
Wants
More
Money?

117. Who
Wants
Access
To
The
CopywriLng
Secrets
Proven
To
Increase
Profits?

118. Access
To
The
Knowledge
You
Can
Use
To
Make
Money
Whenever
You
Like?

120. For
The
Rest
Of
Your
Life!

121. • Sales
Funnel
Planning
(1hr)
$500
• Sales
Page
Crea.on
$2,500
• Upsell
Pages
x
2
$1,500
• Thank
You
Page
Crea.on
$500
• Affiliate
Page
Crea.on
$500
• Autoresponder
Sequence
(3
Emails)
$500
• Total
$6,000
• Plus
10%
Of
Revenue
Generated
$????

125. For
Today
Only…
• 8
X
60
Minute
Group
Coaching
Webinars
-­‐
$4,000
• 12
X
30
Minute
Personal
Coaching
Calls
via
Skype
-­‐
$3,000
• 1
X
60
Minute
Strategy
Consulta.on
-­‐
$500
• 1
Sales
Page
Cri.que
-­‐
$1,000
• 12
Months
Email
Support
–
$2,000
• The
Opportunity
To
Write
For
Me
$????
• Total
Value
(At
Least)
-­‐
$10,500

126. Plus…

127. FREE
30
Minute
Consulta.on
With
Errol
Campbell
Value
$250

128. $997
Saving
You
$9,503
Or
3
Payments
Of
$397

131. • Sales
Funnel
Planning
(1hr)
$500
• Sales
Page
Crea.on
$2,500
• Upsell
Pages
x
2
$1,500
• Thank
You
Page
Crea.on
$500
• Affiliate
Page
Crea.on
$500
• Autoresponder
Sequence
(3
Emails)
$500
• Total
$6,000
• Plus
10%
Of
Revenue
Generated
$????

132. $1,997
Saving
You
$4,003

133. Plus…

134. FREE
30
Minute
Consulta.on
With
Errol
Campbell
Value
$250

135. OpLon
1
OpLon
2

136. Chris
Farrell
Tes.monial

137. Saj
P
Tes.monial