How To Crank Out Killer Web Copy That Sucks In Money Like Crazy! Part 2

by Dan Lok

Published on this site: April 28th, 2005 - See more articles from this month...

KILLER CONCEPT #6 Tell 'em Before You Sell 'em

The essence of this concept is the promise of a reward just for reading the content. The lure that there’s a payoff at the end that will justify the extra effort and time required to read further.

These headlines tell readers what they can accomplish and how they can do things better. Provide tips, helpful advice, or reveal some valuable, usable information and your reader will be hooked.

For example, you can use headlines such as:

• How To Remove Carpet Stains In Minutes! * How to Make Your Stomach Flat And Hard In 30 Days! * Do You Do Any Of These Embarrassing Things? * 17 Stocks You Should Dump Right Away * 12 Special Tax Strategies That Are Making Doctors Rich!

This strategy works great with service-type business. If you’re a realtor, a plumber, a consultant, or whatever, I highly recommend you creating some sort of information product -- a free report, a free audiocassette or videotape -- that gives your prospects information.

Let’s say you’re a mortgage broker, you can try something like this...

Case Study #6

Warning! Do NOT Refinance or Get a Home Equity Loan Until You Have Read This Free Report That Reveals The Biggest Mistakes People Make With Their Finances and Their Mortgages!

The purpose of your FREE report is to provide enough helpful advice and establish you as a "leader" in your field. It will demonstrate to customers that they would benefit from working with you in the future when they need your products or services.

The reports deliver a non-threatening, non-salesy message that shows the prospect that you have empathy and compassion for their
life and their concerns.

This empathy is the building block of trust. And once the trust is established from the first reports, then you can follow-up with phone calls or mailings to "seal the deal."

Put yourself in your prospects’ shoes, when you’re ready to buy... who you gonna call? (Ghostbusters?) The guy who just wants to “vacuum” your VISA or the guy who takes time to educate YOU?

KILLER CONCEPT # 7 An Ethical Bribe

There's a reason they put a "prize" in every box of Crackerjack. People are greedy. They love something extra, or something for nothing.

So make your offer as irresistible as possible! Not just compelling…irresistible. There’s always something you can include in your offer that will turn a "no" into a "yes."

Unleash the mercenary from within! Pile on the bonuses till your prospects are crushed under the weight and simply give in! Do not stop until they say, “You win, take my money!”

Here’s a perfect example...

Case Study #7 – Dan Kennedy’s Inner Circle Newsletter

From Dan Kennedy I want to give you the tapes of my latest Marketing & Moneymaking Super Conference, which people paid ,487.00 each to attend, free.

FREE: 6 Audio Tapes, 8 Special Reports, 1 Book, 2 Critique Certificates, Telephone Consulting & Coaching, a veritable truckload of moneymaking information and assistance...ALL FREE...and all you have to do to get all of it is say “maybe.”

Have I finally lost my mind?

Dan's newsletter only costs $ 149 a year, but look at all the FREE stuff he gives to people who subscribe.

If that’s not a shameless bribe, I don’t know what is. And this is an instance where you can really see why Dan Kennedy is considered the king of marketing: he makes the product (in this case the newsletter) secondary to the bribe.

This offer has worked for Dan Kennedy for many years and has brought in thousands and thousands of new subscribers.

Lesson learned: Everybody loves a good deal.

KILLER CONCEPT #8 Bill me later/free trial offers

This concept is similar to the ethical bribe concept. Again, you’re taking the risk off the prospect’s shoulders and putting in right into your pocket. How's that for trust-inspiring?

Magazines do this all the time. You simply send in a reply form saying you want to subscribe, and they bill you later.

Case Study #8 – Nightingale Conant

At last! For the first time, there is a complete self-training program on the most amazing achievement technique ever discovered...

Announcing The Power of Visualization by Lee Pulos, Ph.D. - we invite you to try it for 30 days FREE!

This concept is wonderfully powerful, but don’t overuse it. It can cheapen the value of your products.

And one more thing: Make sure the prospect believes your product is a good deal or you will get a lot of returns. The three most important words in the "Bill me later" book are: Over-deliver. Over-deliver. Over-deliver.

KILLER CONCEPT #9 “Oops... I Screwed Up”

If you’re offering an incredible deal that sounds almost too good to be true, you'd better explain why. If you don't, consumers will just assume your "too good to be true" deal is just that -- a fake. They won't walk away from your sale... they'll run.

And in a related story: if there’s a flaw in what you’re selling, admit it.

Here's an example. You bought too much inventory in the fall when business was hot, and now it’s winter and it’s the “off-season” for what you’re selling. Don't try and hide the truth. Tell it to the world.

Case Study #9 MY MISTAKE IS YOUR WINDFALL

I’m practically giving my widgets away just to clear our Widget Warehouse

“You get these one of a kind widgets at 70% off for one simple reason: I over bought in the fall, and now I’ve got inventory just sitting here. If I don’t sell it, I’ll have to lay-off 2 of the guys in the warehouse. Rather than do that, I thought I’d generate a little revenue and give you (my loyal customers) a great deal at the same time.”

Being open and honest like this can boost the credibility and believability of your offer. Makes perfect sense doesn't it?

When you admit to a flaw or take responsibility for a mistake, people perceive that you’re being honest with them. People like that. And nine times out of ten, when you tell someone you've got a problem, they'll want to help (if they can.) YOU like that!

I encourage you to give it a try.

KILLER CONCEPT #10 No Wind-up…Just Pitch

Sometimes -- when you have a truly great product or service…when you know you've got an unbeatable price... when you know the audience reading your ad is hungry "like the wolf" for what you have to offer -- sometimes, less is more. Just make your pitch.

No gimmicks. No secrets. No stories. No excuses. No ums and ahs. No ifs, ands, or buts. Just make your case in a simple, straightforward way.

Case Study #10 – John Childers’ Speaking Course

If you’ve been wondering how to make an obscene amount of money as a speaker, just as I’ve done for 20 years...

I’ll reveal all my strategies, step-by-step in a powerful 4-day Speaker Training course…

I've assumed ALL the risk and taken ALL the excuses out of your way to success in what has been called "the world's highest paid profession!"

KILLER CONCEPT #11 “Don’t believe a word I say, listen to THIS guy.”

This is a relatively advanced technique. It's called 3rd party endorsement.

Basically, instead of doing your own selling, you have someone else pitch your stuff for you. Say how fantastic you stuff is. How it has changed their lives. How your stuff is the best thing since sliced bread or flush toilets.

The best way is illustrate this concept is by showing you a headline of a lead generating ad Joe Polish placed in various carpet-cleaning magazines. Joe didn't do the writing, himself; a carpet cleaner named Jim Wolverton wrote this free report.

Free report, nothing -- it's a great big, hairy advertorial (an advertisement in an editorial's clothing). Wait and see.

Case Study #11 – Joe Polish’s Free Report

EXPOSED!

Small Town Carpet Cleaner Speaks Out And Reveals The Raw Truth About That Marketing Guy, Joe Polish, Who Advertises In This Magazine All The Time!

The whole story, or should we say "ad," centers on how Jimbo was skeptical about Joe’s marketing course.

Jim didn’t really believe that Joe's course could deliver, but he was desperate so he bought the package. Of course, it blew him away and he learned a ton of stuff. He’s now making money hand over fist and is as happy as a pig in truffles. At the end, he closed by saying he wasn’t paid or given anything to write this ad (letter) up about Joe Polish.

"Exposed!" is basically a LONG and DETAILED testimonial written like a feature article in a newspaper or magazine. This kind of ad theme is especially effective as a follow-up. If you’re doing direct mail, this could be your 2nd or 3rd letter in your mailing sequence.

Wrapping Things Up

Can you see how these amazing concepts might work for your business?

There are probably another dozen ad themes that are commonly used. But these are the diamonds in amongst lesser gems. I’ve been using these concepts successfully for many years. Other marketers have been using them for decades.

If you only use these ad themes, you’ll be so stinking rich you'll need a special "Moneybags Deoderant" and have to rent a Brinks truck to get your money to the bank.

Now go out there and apply this stuff!

Dan Lok is known as "The World's #1 Website Conversion Expert", with a proven track record of selling over $25.7 million dollars of merchandise and services. Dan has resuscitated copy that was previously in "critical condition" and helped his clients to double and triple their conversion rates… some as much as 417%!!! More than 200 websites have been "Lok-ed" and loaded for Internet action. Go to: http://www.WebsiteConversionExpert.com