Copy Court 3

Three victims this time…

Harlan Kilstein, Lorrie Morgan, Kevin Rogers and David Reybold joined John Carlton on the panel.

The first one was from Diane Lampe: Hidden Money Secrets

As is often the case with these hot seats, there was so much to talk about that they didn’t get a chance to scroll below the opening screen.

They discussed such things as:

• How to improve her header
• The language she used and how to make it resonate more with her prospects.
• The video she has on the page

John gave some insights on how he would do the sales detective work and Harlan explained why he doesn’t use traditional squeeze pages any more and what his current strategy is…

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The second one was Michael Weiss:

His site is here: NV Pain Relief

This letter is for a doctor who sells a remedy for neuropathy, which is a painful nerve disease.

They really give him a lot of good advice, (as they do for the other two, as well).

The discussion includes:

• Recommendations about the slide show at the top of the page
• how to format the text so it is readable and compelling
• How to start the conversation and dig down to find the real issues faced by patients
• How to make the testimonials more effective

John suggests a totally different approach, coming in through a side door…

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the third one is a letter by Mani for a product that helps people become more prepared and less anxious at job interviews.

Mani really gets his money’s worth, receiving a wealth of advice from the panel

They talk about:

• The best use of scarcity in this type of letter
• How to match the tone of the letter to the prospect’s state of mind
• Proper pacing
• the use of video
• and a lot more…

John also discusses push vs pull advertising…what each is, which one he is using in this ad, and which he should be using…

Harlan Kilstein, Lorrie Morgan, Kevin Rogers and David Reybold joined John Carlton on the panel.

First participant: Diane Lampe: Hidden Money Secrets (www.hiddenmoneysecrets.com)

10:00 Harlan: He is getting away from squeeze pages (like her first page) because they are not google-friendly. Not good for paid traffic.

He brings people to a quiz (involvement mechanism) which builds engagement.

Start asking questions about their retirement.

Classic financial copy – the biggest mailers use negativity to sell.

John: Get hold of winning packages from financial publishers (anything that mails for more than six months is successful) to model.

Kevin: People love secrets, but her use of it is not consistent. She should introduce “secrets” in the headline below the video.

John: Use “you” as much as possible. They don’t care what she thinks.

15:25 He tells her how to rewrite part of her homepage

Kevin rewrites one of her bullets .

Lorrie says not to autolaunch the video (she did listen to that).

David Reybold: You might want to kill the banner .

Harlan: “free report” is not compelling. She should put in teh title of the book.

She should put her picture on the page if people know who she is.

John: Tax-free is not compelling. She should take that off .

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23:05 New Vision Neuropathy (https://nvpainrelief.com/)

Michael Weiss is the copywriter for the Doctor.

Lorrie: The slideshow is distracting and shouldn’t be above the fold. There is no time to read the copy on the images.

Harlan:

They are direct response copywriters adn this isn’t a direct response site.

• He is assuming a level of intelligence that the visitors don’t know. Tell them what to do.
• Get their email address so he can send them information that they must have.
• He gives several suggested titles for reports he can give out.

He only has 5 or 6 seconds to grab the visitor’s attention and he needs a path for them to follow.

27:03: John: 3 categories

• Just diagnosed
• Think you suffer from neuropathy but not sure
• Not satisfied with current care

Split them up and send them all in different directions to target their needs.

28:02 Kevin: Feature the testimonials on the first page. Get photos if possible.

4 levels of testimonials (from least effective to most effective)

• text only
• text with picture
• audio
• video

31:25 John: Define the personality of the site. Is the visitor mad at doctors and just wants someone to listen to him? If so, find that guy and use his story. That could be his foot in the door.

David: What is the MWR? He says that he should put the phone number at the top and tell them to call.

Harlan: Put a picture of the doctor front and center for credibility. Record conversations with patients and put the gist of them on the site.

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37:00 Manny

The site is for job-seekers but they don’t give the URL. He has a coaching program for people looking for a job.

Kevin and John start by critiquing the headline.

Kevin: It is kind of harsh.

Harlan: “How would you like to pay me?” is totally out of place in the beginning of the letter.

Start by throwing this copy out and starting over.

40:40 John: Start by looking at the competition and modelling them. You have to leave the selling to the bottom of the letter

Kevin: What is the problem he solves? Manny says they are nervous and Kevin says that he shouldn’t punch them in the gut if they are scared. He should be their friend.

They are different from the ones in the nuropathy site because they are not angry. They are scared. Harlan says he should scare them some more and then show them there is a way out.

44:15 John explains the difference between push ads and pull ads.

Kevin says the site should be friendlier.

45:50: Have more rapport-building at the beginning.

48:20 Kevin: What is the dream experience for your prospect? The answer should be reflected on the home page. Kevin lists several possible questions the visitor may have.

Become someone they want to hear from.

You have to understand your prospect. Different approaches work for differnt audiences and different things work if you are already a well-known expert tha tpeople want to listen to.

51:35 David suggests some headlines he may consider, and tells him how to use a pre-head.

1. Watch the 3 segments and write down the top 3 tips that apply to yourself and your website.
2. Rank them in order by how they will affect your revenue (most impact at the top)
3. Take the top tip and develop the steps you need to apply it to your own site.
4. Start with the first step and take action.
5. Rinse and repeat with the other steps.
6. Go back and watch the videos and repeat the steps with the next suggestions.

Diane Lampe: Hiddenmoneysecrets.com

New Vision Neuropathy: nvpainrelief.com