"The System" Sales Letter, behind the scenes...

In my next post we will look at a method of camouflaging your sales letter.  But today, I thought we might take a broader look at what makes Ken McCarthy's sales letter effective.

First, consider its placement in his overall marketing strategy.  Months of promotional "Pre-System" emails have qualified his prospects, shared a great deal of law-of-reciprocity-invoking free info (in a manner akin to the camouflaging method we'll see in the next post), and indoctrinated those who've stuck around.  His Pre-System strategy includes a website with faculty interviews in audio, and other resources to induce you to spend time on his site (the more time they spend, the more likely they are to buy). 

He also sent out a 50 page agenda for the seminar.  This introduced all 25 sessions by topically allowing the prospect to judge which he might choose to attend.  And to imagine being there in advance.  Filled with info to persuade beyond a shadow of a doubt that this was a sure bet.  After all it is "The System".

One quick word about the name re: copywriting.  When you write 'the' in front of a noun this way, there is a particular response.  'The' Bible.  'The' King.  'The' Atom Bomb.  'The' System.  See how it sounds?  Use it with care.

Every piece of his strategy supports his brand, his USP, his positioning.  By the time his prospects get to his letter, they don't need to see every detail about the seminar.  They've gotten in bits and pieces over several weeks, in several forms.  That is the great advantage of online marketing.  See how you can use this to amplify the results of your own marketing.  Of course, this blog is about copywriting...

We've examined the headline.  This is what your prospect will see first, due to size.  Now let's check out the prehead.  Your prospect's eyes will likely head there next, especially with no subhead.  Without the color red for 'Warning', the photo would pull us into the letter.  The prehead is a command.  It actually could be a headline, but do you think it's more effective here, as a prehead?  See the dynamic between this command and the emotion-laden, benefit driven headline.

Internet readers scan, so note the subheads are clearly marked in red to facilitate their scanning.  The 'power words' are either underlined or bolded.  Note the one sentence paragraphs.  Why would he set that info aside?

The first subhead, beginning with [reason] 'Why', develops the mythology, recalling a historical legend.  Then puts its prospect into the myth while simultaneously making him the hero (a great tactic). 

Under the next subhead, note 'money-making, fortune-building revolution', and ensuing use of metaphor.  He's already working in scarcity, even while telling you how easy it will be.  Then he strategically builds credibility, inserting his USP: his unparalled experience has yielded the only proven system.  Which means he can promise you a 'raging cash machine'.

Now that the prospect imagines himself to be the hero, with a credible product, show him what can happen.  Bullets of his successful students' stories. 

Notice how many times 'the System' appears in bold.  It leads naturally to the question that makes up the next subhead: "What is the System...".  Then the creation myth.  Like you would tell your buddy over a pint at the bar.  Do you think this would be a good point to allow people to opt in? 

Time to offer proof.  No better way than video testimonials.

His headline finds the pain of would be internet marketers.  No cashflow, even after a lot of time invested.  Now he rubs the pain with an expanded bullet list of 4 deep dark secrets.  [By the way, the bold text in secret #4 is the title of a book by copywriting great Gary Halbert.  Keep working on your swipe file.]  These bullet headlines are crafted for shock value, and self-proving.  "He must really know what he's talking about."  "I've never heard it like that before."

He's told us what he's going to tell us (see "What is the system..." subhead).  Now he's telling us what he's telling us, with expanded bullets 1-12.  See how elements are mixed here.  Designed for you to scan, not necessarily to read.

Next, he tells us what he's told us.  We now have been stirred emotionally, presented with the only credible solution, and given plenty of reasons why to tell the spouse, et al.  Any resistance left?

"My pledge to you" is an elaborate guarantee.  This is followed by tactics to lower resistance.  He names your fear and undermines it.  More scarcity, and a sort of recap of the opening of the letter.  It feels familiar now and trustworthy.

The second P.S. more explicitly states the guarantee.  The first retells what your offering, the big promise, consistently with the total sales message.  The third clarifies that this seminar is for you, dear reader.

To Your Copywriting Mastery,

Sheridan

P.S.  I know we've gone long today, so if you've made it this far, thanks!

P.P.S.  Please do click through and check out the next page.  Note the upsell!  Also the pressure from the clock, and the simplicity.  You know what you're ordering, and can order how you like – phone or internet – and still not get lost in the details.