the goal of this video is to help you
further yourself as a conversion based
marketer to help you really understand
more about the world of direct response
marketing because that's really the key
to growing a successful business online
is to apply what are kind of time-tested
direct response marketing practices to
the digital media that we all have
access to and that we're all using today
in this day and age so direct response
marketing is when pretty much every
to take a very specific action so your
ad will directly request the individual
to click on the ad to go learn about
your offer then your opt-in page will
directly request that user to submit
their email address in access or
exchange for something free and then
your sales page is essentially one
option so there's no navigation up top
there's no funnel leakage this is the
process this is all built out of the
old-school from direct mail and direct
response marketing from the eighteen
late 1800s 1900s 1930s it was really
mastered and for affected through the
the 20s and the 40's 20s and the 60s is
when it was masked
massively perfected and that's what
we're working with today so wow I got
Panama Sarah ah we got Joey Atlas on got
several people watching now so Joey's
question real quick is um do I like this
format for interactive group coaching I
do actually
are there other methods I'm considering
not really or would I suggest to check
out I don't know
right like um a big part of how I
approach the whole world of business is
I'm always doing the best I can at the
moment and I'm always open to new ideas
I'm always paying attention to new ideas
I'm always listening to my intuition and
the feedback but with that said the most
important thing for me right now is to
help people who are submitting their
funnels for review to make incremental
changes and incremental improvements and
then the people who don't yet have their
funnels going who are watching they get
to learn by all through all these
different case studies essentially that
we're growing over time together and I
do think that's really valuable this has
helped me a bunch in the past so uh with
that said let's just jump right in I'm
going to share my screen
and we're gonna go to three separate
Clickbank products now when we go to
these specific Clickbank products I do
want you to realize that I've been able
to find and you can find these two the
actual text page right so most if not
all of these had a video sales letter
that they lead with but it's really
difficult for me to kind of share and to
analyze the video sales letter with you
so we're starting by looking at the text
version generally speaking on a
Clickbank product that runs with a vesl
you would look below the video and it
said there's sometimes a link that says
I would rather read this topic and you
can click that and it'll get you to
their texts based sales page or if you
move the mouse quickly up towards the X
the exit pop on a lot of those video
sales pages will kind of have that hey
wait do you want to read about this
instead and then you can click the
button to read about it instead to get
to these pages I will also put the URLs
for these inside of the I'll put the
URLs for these inside of the forum
threads so you can find them afterwards
and let's get to screen sharing so I
click that there one quick moment and
now we are sharing so the first one here
is the fat decimator product and their
URL for the the actual text page is at
ford slash breakthrough now i went
through and chose some of the highest
gravity products and i did so in a few
different niches to try to mix it up so
we're gonna look at on this sales page
because I think sales pages are so
important for your long-term success
right like this is really where the
rubber meets the road getting someone to
give you their email address in exchange
for something free is is one thing
getting someone to pull out their credit
card and to trust you enough to buy from
you especially a cold visitor or someone
else's affiliate that's a really
difficult task so these are actually
really good pages to study so
immediately I'm noticing right here on
the right we've got huge visualizations
of this marine and it says X Marie
ex-marine reveals the one veggie you
need to stop eating to lose one pound of
belly fat every 72 hours so I want to
break this headline down because there
are so many important component
here now I personally don't agree with
the pink coloration but I think that's a
their way of trying to show that this
page is dedicated for women that's
probably also why they've got her face
down there if i zoom out a little bit
you can see so this is a normal screen I
run a very small lightweight computer so
this is what most people would see is
the happy family version this is how
mine loads so first of all ex-marine
reveals so we've got ex-marine and that
is literally playing to a trust factor
immediately it's also playing to a large
portion of the kind of hashtag murica
kind of world of just everything that is
military base is beneficial is good
right like I default love the military
because so they're really they're
playing with that right there in the
first two words and then reveals we're
getting to the idea of like ooh there's
a secret there's something here there's
there's something the Marines know that
that we poor little civilians don't
understand and I'm gonna reveal what
that is then we get into extreme
specifics this is so important one
veggie to lose one pound this sounds so
easy right for everybody who needs to
lose weight losing 30 pounds sounds like
daunting losing 1 pound is kind of like
that's believable I could do that and
then the every 72 hours so what the
every 72 hours does in this headline is
it takes this idea of losing one pound
but it multiplies it you could think
okay so I was like two or three pounds
we guys like 10 pounds a month like oh
wow okay so if I lose one pound of belly
fat every 72 hours boy how many hours
does it take for me to you know get down
to my desired weight so this headline is
magnificent in many regards so then you
have the big imagery we also have the
phone number up top so there's another
trust factor up top immediately being
built in they spend a lot of time
focusing on how do we quickly build
trust how do we show some exact
specifics that sound easy for the user
to believe right the one pound is a very
believable promise but yet they still
have a mechanism in place to make it
think that I could lose 10 I can lose 20
I could lose 30 pounds with this and
then we go into Gunny it's a trap
obviously another military reference and
then we go straight to a story and
you've heard me talk about story power
marketing a lot and there it is I
grabbed the nearest man a fresh-faced
PFC named ander
and shoved em towards the cave entries
kicking a high gear they've got this
imagery of like a blast going on over
here then we switch to hi I'm gunnery
sergeant Kyle Cooper and I'm about to
share a bizarre story now bizarre
stories confusing stories this is all
playing off of curiosity and they're
going deeper into curiosity and at this
point were were interestingly
transitioning back right with this sub
headline of how he helps someone lose
over 40 pounds and save her life and
we've got this huge imagery of the
before and after so literally like from
this point to this point we have set the
stage of the problem we've made it sound
easy we've built a ton of proof and
trust we've started the storytelling
that really believed builds the
believability and the trustworthiness
we're back to more trustworthiness here
right like the fact that he's a marine
gunnery sergeant that just is so much
more trust building and then what he
found in the unforgiving desert would
empower Sharron to lose over 40 pounds
to save her life we're back to that
secret idea that he's revealing and boom
these are the results of the secret I
mean this just just this much of the
sales pages all we actually need to look
into because this is absolutely
incredible
it does go on to talk about what it
doesn't require right the avoiding the
objections well I don't want to take
pills I don't want to do surgery I don't
really want to do gut wrenching workouts
and it just goes on and on to build the
story farther and farther
brilliant brilliant page but ultimately
I think the biggest part you need to
learn about on some of these sales pages
that we can study are the hooks as that
intro because no one's gonna read this
part until they read the beginning and
then we have more testimonials down more
testimonials and ultimately we haven't
even seen the offer yet they're still
building the case they're still building
more stories right here kind of playing
on fear at that point with a mild heart
attack bit right there I literally am
trying to get down to the order form to
find out where we can actually buy this
thing um this thing is converting like
crazy there's dozens if not hundreds of
affiliates who are making money
promoting this offer and do you notice
how long this is they're just telling
story after story yours doesn't have to
be
long but it can and when it's built on
great stories it's going to work like
gangbusters um so I'm gonna leave that
one at that I think it's a really really
important if you takeaways for us all
and then I'm gonna go to another one
now this one's totally different um this
one is how to jump higher now
immediately off the colors black and
yellow colors this is a very masculine
color that last one we were on those
were very feminine colors right so we're
looking on on the breakthrough one the
fat decimator so we had the blue sky
background and then we had the pink
lettering inside of there now I'm gonna
pause this the video here really just
kind of it does a little text over
imagery but it just shows people dunking
after dunking after dunking because the
whole bit is literally learn how to dunk
like a total badass like that's it and
he also is playing off of the secret
right he learned the dirty secret behind
the world's number one dunker and the
story comes into play later I want to
see okay that's not loading there it is
so I want to show you the coloration
differences because this is a very
interesting contrast that most people
don't take in consideration so the here
Oh continue ah sorry they're getting me
there click pop traps so anyways I'm
gonna work on this one while that other
one loads for a second so we've got the
yellow white and black those are very
masculine colors you've got the imagery
of what the goal is here on the side
again just like the other one had the
imagery of the happy couple on the side
we're gonna learn a dirty secret and the
only proven and here we go into
specifics three-step drunk training
program that will add at least nine to
15 right super specific again in less
than eight weeks super specific yet
again people want specificities they
want to know exactly what they're gonna
get exact results they're gonna get from
your program for your product etc they
want to know exactly how much time it
takes this is guaranteed to take you
from zero to hero right we're going
right back into that same story pattern
that's gonna play out again in less than
eight weeks so then it's just a
conversation right and it's essentially
speaking to a lot of the negative kind
of
objections straight away like even if
you're under six feet tall even if
you're unyk even if you've tried
everything else you can still be that
badass in the schoolyard who can dunk
and it just goes into story after story
after story again straight kind of like
not just the story that this sales page
is built on which is the number one
dunker which it gets into later but this
is the stories of their actual customers
built right in getting straight to the
proof straight to the testimonial and
then I want to show you more actual they
got more testimonials I want to show you
where they get into the story of the
alright so here's the deep secret behind
the world's top dunker and then they get
into another story based on a
personality that is positioned as a
celebrity or a trustworthy individual so
this guy is the number one dunker on
some random TV show called the dunk King
here's a picture of him with LeBron
James so he won the Nike world dunk
competition so they build up this
individual so he's the replacement in
this one for the marine right this is
the guy that everyone looks up to and
now here's how incredibly high he can
jump and it just goes on to the story
about how you can do this all of the
things you don't need to do we saw that
the other one you don't need the other
one said you don't need fat-burning pill
you don't need take pills you don't need
to do surgery you don't even gun
trishing they're talking about
overcoming objection for all of these
more testimonials more testimonials and
so on so this sales page is probably
mostly testimonials and a story if you
really break it down very very powerful
to think about right here I do want to
show the colors I mentioned this so you
have the light blue there's an article
on Fast Company called why is Facebook
blue talked about the different colors
that work for different genders the
light blue and pink are 100% very much
feminine colors and then if you scroll
back I'm gonna stroll out you can see
this is the happy family which is the
ultimate goal right that they're showing
just like in the dunk one you have the
dude who's actually dunking right up top
at the very beginning they keep showing
this imagery of people doing you know
dunks on the side so they're showing you
the result that you want one more before
we jump into everyone else's because I
really think that this is
super valuable information to really
analyze what successful people are doing
and I think that you know it's super
easy to find these high gravity products
right it just takes a little bit of
research our best and when I say our I
mean Melanie and my best sales letter
was kind of built upon a swipe of man it
was from the 1960s a swipe that I found
on swiped Co and so analyzing what is
working for other successful people will
help you have aha moments that will lead
you to the hook it'll lead you to the
stories it'll lead you to the angles
it'll lead you to the objections you
need to overcome for your market we
don't take theirs
we simply observe how they do it and let
that kind of you know program your
subconscious with how all these others
of smart people have done it and then
your subconscious can kind of like
synthesize the ideas and help you come
up with your unique bit based on your
big idea etc etc so this one is really
really simple so Ted's working
woodworking calm you can see everyone's
got these exit pops on it so attention
all woodworkers so we've got a call-out
up top and then retired master craftsman
so instantly we're doing two things with
these first three words number one is
we're saying that this dude's retired
which makes us think that he's kind of
like on easy street he's not trying to
work that hard anymore right he's just
kind of coasting having a good time but
he was a master craftsman
so we're pegging him as one of the best
of the best in the industry right like
this dude wasn't an average craftsman
this dude isn't some dude down the block
who decided woodworking would be a good
niche to get into and he's gonna quote
unquote document the process of learning
to woodwork this dude's been doing it
professionally for decades probably so
we're building a lot of trust instantly
then finally reveals his secret archive
again we're going right back to I mean
you'll see this word reveals so many
times we're revealing secrets we're
revealing secrets right there's dot-com
secrets there's experts secrets and
Russell Brunson stole the secrets
headline from the old traffic secrets
course from the 1990s and early 2000s
that was the first course was a John
Reese course to ever do a million
dollars in a day so like these secrets
and then you can go all the way back to
to the day in Kennedy is in the 1980s in
the Gary Halbert
and the Eugene Schwartz's and they talk
about revealing secrets in the 60s and
the 70s in the 80s so again we've seen
this in every single one of these top
top top converting ones and so retired
master craftsman
finally like we've been waiting for this
like good Lord thanks man it's about
time reveals his secret archive of over
16,000 plans we also have over here just
kind of we're showing that this is an
image of an plans of digital based plans
right away and then they snuck in this
Readers Choice Award I can't even read
what this is from it's probably from
like nothing right it's literally
probably something that pseudo made up
but they put that little Readers Choice
Award in there to build even more
credibility so there's a lot of trust
there's a lot of credibility being built
at this point and this dude's gonna
share his secret so we get straight into
the questions have you ever wanted to
boom-boom-boom the whole three green
checkmark bullet points I've talked
about that a lot that works really well
on your opt-in pages and then he talks
about the problems when he got started
and really kind of goes into the
problems again the green checkmarks the
bullet points this isn't incredibly easy
to scan sales page there's a little bit
of color right to break up the text but
it's not a light to dark contrast it's a
light to light contrast so it doesn't
really stop the eyeball at all when it
loads on that and then really it just
kind of goes through the process and he
went through this process of being
frustrated of having all these problems
and challenges so he's meeting the user
where they are the user wants to
essentially become a woodworker but
they're having a tough time with with
the plans and what tools do I use and
this and that and the the plans that God
don't include the cut sheets and
everybody makes it look easier than they
actually are on the pictures built match
what they're telling you so our friendly
master craftsman decided to solve all of
this and now he goes into the story of
what he did and then boom they're
getting straight to the product they're
announcing the product really actually
quite early they show you inside of what
you're gonna get the one two threes
right the exact specifics that you're
gonna get I mean I'm guessing where you
get into testimonials here pretty soon
the lifetime updates is something that
people are interested in okay there are
types of projects you can build so it's
giving you the visualizations of all of
the different things that you can create
so you know somebody's into woodworking
look at all these like fun and exciting
part
it's to make then the actual list of all
the plans to kind of overwhelm people
with what it is ma'am
I'm surprised I'm not seeing any
testimonials yet we're overcoming
objections in this section we're coming
over coming another objection still more
green checkmarks checkmarks as the
bullets and we're overcoming these
injections and then we get down to
ultimately the testimonials now you
notice one thing that he's done really
well hearing testimonials you've got the
image of the individual this is actually
the Facebook post so we got their name
we've got their image so even the
testimonial is building Cresta
credibility of the individual in the
testimonial right and then they've got a
ton and I mean that's it then they kind
of get back into what it is you get the
bone here's your three bonuses right oh
they got four of them stacking the
bonuses here's the total value and then
they might do a discount they might do a
takeaway they might not yep there it is
so here's the value stack so they pegged
the value of all of this at 297 all the
bonuses everything's worth that much
again they repeat what you're going to
get again think about it they want a
future pace you what would it be worth
to you and then what if I multiplied it
so now they're taking that 297 they're
trying to get you just subconsciously
multiply 297 by 16,000 to come up this
huge ridiculous number in your mind and
then we back it down I'm not gonna
charge you this much I'm not gonna
charge you that much I'm only gonna
charge you this much today one member
was kinda like isn't that cheesy I don't
know whatever it works like there's a
reason why they do it and if you're in
the business of selling things like at
some point you need to do what works
because it works and then they get to
the special launch price and they give
it to you here and then they kind of
repeat the the order repeat the offer
they go into the guarantee they probably
got some more testimonials hidden down
here maybe even not more testimonials
and that's it
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