Conversion Confidential Issue #1: A journey through copy vibes, Chameleons and why the story of Troy will make your offers wildly successful.
Hey! It’s Chris here.
This is the inaugural edition of Conversion Confidential.
I gotta say…
I’m VERY excited to be releasing this.
There’s so many golden nuggets of direct response knowledge I’ve collected over the years…
And - for the first time ever - I’m going to be getting them down on “paper” for all to benefit from.
Before we get into the content, if you’ve arrived here out of curiosity and want to know a bit more about me and my experience in this industry, go here: about Chris.
But if you know who I am and just want me to stop talking and get to the good stuff…
Then here’s what you can expect throughout your journey in this issue of Conversion Confidential:
First stop, we’re talking about your vibe. No, not your personal aura or a new NFT. It’s the vibe of your copy and why it MUST feel unique if you hope to create the next runaway success. (To be clear, this isn’t about being unique for the sake of being unique. There’s nuance here. But you’ll have to read below to understand it totally.)
Next, we’ll travel to the Hall of Mirrors. Because sometimes the copy you’ve received as a business owner is just an illusion of copy — and in fact, it’s just good writing instead. There’s a difference and the primary one is whether you make money or not. Btw, this ISN’T about content writing vs copywriting. It’s much more subtle (and therefore problematic) than this. This is a MUST-READ for business owners and copywriters alike.
The last stop on our travels today is Ancient Greece. We’re going to talk storytelling. Why it works and why you NEED to be using it immediately. This may be preaching to the choir but we’re going to be expanding your own understanding of story in copy.
So you’ve got some crackin’ stuff to look forward to. Enjoy.
(Beware, I’ve packed a ton in here. So Gmail and other email clients may clip this issue short. You’ll need to click “View entire message” to see everything.)
Your copy needs to be different — otherwise you'll face chronically low conversions.
Déjà vu: noun, a feeling of having already experienced the present situation.
You might think I'm talking out of my ass when I say that there's déjà vu in copy...
But déjà vu doesn't just appear in the "real world" — like walking into a room and feeling like you've been there before...
Déjà vu appears in copy too.
(And if you ask me, there’s plenty of it right now.)
So what is it?
It's when your copy (often, your entire funnel) FEELS like other copy out there.
Even when you’re telling a different story…
Even when you’re using different words…
And (sometimes) even when you’re writing in a different niche.
(By the way, this is pertinent whether you're a copywriter, business owner or both. Your $$$$ — and sanity — depend on not introducing déjà vu into your copy and funnels. Especially if you're NOT selling a one-of-a-kind product.)
To explain this, we’ll start by establishing two things…
The first thing is that customers want NEW solutions to their problems.
Often your customer is problem-aware. Sometimes solution-aware (shout out to Eugene Schwartz). Which means they've seen and bought solutions before.
Have those solutions worked? Nope, that's why they're still "in the market".
And if Einstein's definition of insanity holds true...
The definition of insanity is doing the same thing over and over and expecting different results.
...then most people are NOT insane and they're NOT looking to buy the same product that hasn't worked before.
Which means they're looking for NEW products....
NEW solutions...
Something that hasn't already failed them and could finally provide what they're looking for.
Alright, that's point #1 covered.
The second point to establish starts with this semi-famous quote (at least in our nerdy marketing circles)...
"A buyer, is a buyer, is a buyer."
(While often attributed to Dan Kennedy — I can't say for certain who said it first.)
These 8-words mean that your customer...
Who bought your health supplement, financial newsletter or info-product...
Probably bought someone else's supplement, newsletter or info-product as well.
But going one level deeper...
You, me and your potential customers don't buy everything we see...
Which means we consume a lot more advertising beyond just our strict purchasing decisions.
Or to put it another way....
Your copy & funnel do not exist in a vacuum.
Your customer has already seen a ton of advertising for similar products.
(And often, a ton of advertising in the "direct response world" in general because of email lists and affiliate drops.)
This is where the risk of triggering déjà vu comes from, my fine friend.
It's a simple mental equation...
If your customers want to buy NOVEL solutions...
And they've already seen lots of advertising for similar products...
Then swiping too hard and too heavy (i.e. too closely to what's already "out there")...
...is going to tank your sales!
(If you’re thinking “well, I don’t swipe.” then stick with me. Because I’ll show you how this same mental equation applies to your copy even if you only “model”.)
We see this in action ALL the time.
A promotion does well and a thousand copycats pop up trying to cash in on "what works".
Some of them do make money (typically the ones quickest to the punch).
But as time goes on, "the whatever it is that's working" becomes saturated...
It's game over.
Case in point was BioHarmony.
It was a "switch" promo and while I'm not pretending to be the first to ever come up with that, I don't remember seeing another "switch" out there at the time.
(Behind the scenes: the "switch" analogy was derived from a Stanford article.)
But over the next year, an interesting phenomenom played out...
An abundance of promos across the health supplement world were suddenly positioned as a "switch".
I don't know how many of those promos succeeded (though my own observation is that none had the longevity and success of BioHarmony).
But for those that didn't do well...
Part of their problem is that they jumped on the "switch" too late.
By that point, the customer had seen it before. Across different niches too.
Therefore the "switch" triggered déjà vu (the structure probably did too, but we’ll be concise)…
It got the customer thinking... "I've seen this before, I'm gone."
And this happened even if the customer hadn’t seen the exact copy before…
After all, no one likes the idea of wasting their time.
But it's not just about the words you use, it's also the vibe...
This is truly where we get into déjà vu...
Good and great copy has a feeling to it...
It exudes a very physical presence. (I'll write more on this in the future.)
It's not just words on the screen, it's more than that...
Something that can leave an imprint on the customer's soul for a period of time.
It's impossible to say precisely what creates the feeling because it's the culmination of it all.
All you need to know right now is that: good copy has a vibe that sticks.
If you model too closely...
You'll pull over that very same vibe...
Creating a déjà vu that your potential customer can't quite shake...
And this is deadly - because it's subconscious and hard to spot...
It leaves a "sour taste" that builds up the longer it lingers…
The end result is that it reduces your chances of converting…
Which doesn't just put your money on the line, but your sanity as well.
How?
Imagine for a moment, you've got a promo that shows signs of life...
The numbers don't quite add up yet...
But it's too promising to throw out totally...
So you try to fix it. To pump those numbers up. But nothing works.
Week after week, month after month, you pour blood, sweat and tears into it...
Still, the needle doesn't move. Not enough to make money anyway.
Sure, you’re having some success…
You’ve closely “modelled” something proven after all…
But still, too many people are feeling like they’ve seen or tried this solution before — and are deciding to leave the page without converting.
Success is simultatenously within reach…
And further than it’s ever been.
For me, this is worse than a promo bombing outright because of the wasted time you spend trying to make it work.
It’s a sanity killer.
And it’s all because your advertising triggers déjà vu.
(One last point on this topic of "vibe". It's this reason why you might change the color scheme or design of a sales page after ~12 months. So people who have already seen the page think it’s something new.)
So how do you know if your copy — or vibe — will trigger déjà vu?
The most obvious way is by being honest with yourself.
Have I swiped too hard and too closely to something that's been everywhere?
If the answer is yes, then you've got to change something.
Next, you'd look at the important parts...
The headline, lead, story/narrative, mechanism (if you have one)...
These are the heavy-lifters. So you don't want to catch even a whiff of déjà vu from them.
Finally, you'd move on to the more subtle art of the vibe...
Read/watch what's working as though you are your customer (i.e. not a copywriter trying to break things down logically).
Then come back to your copy and review it, still as the customer.
Does it feel similar?
Tap into that part of you that's feeling under the surface…
The part that bubbles with emotion but usually goes unnoticed…
Put a spotlight on it and feel what you're feeling.
Is it déjà vu? No? Then you're good.
Implementation if you're a business owner:
I'm not saying you need to make your job harder by reinventing the wheel (see the caveat below). But I firmly believe that it's better to have a winner or a loser… rather than a perpetual "almost good enough" energy-pit.
Déjà vu in your offer can keep it stuck in a space where it's not a loser but it's also not good enough to make you money.
There's a time (and sanity) risk to this.
Your focus is better spent working on something that can make you money.
So make sure your writer doesn't swipe or model too closely.
Implementation if you're a copywriter:
When you write, do what I've outlined above.
Leverage your creativity to come up with something that has it's own unique vibe. And the rest will follow.
Now, of course there's a caveat to all this...
It's easy to think I'm suggesting you need to rip everything up and "innovate".
Particularly if you're newer to copywriting and still mostly reliant on templates/swiping.
But to be clear, we're all operating within a fairly strict framework of what works.
The art is to "innovate" within this box.
Find the unique angle that works with your audience.
That's all folks.
I'm a very iterative writer. I write a lot. Delete a lot. Edit a lot. Here's some rough notes that didn't make the final cut but may still offer some wisdom:
[Novelty] is the same reason why we use different mechanisms in promotions. To show the customer that this is different and something they haven't tried before. But you put all this work into your mechanism only to turn your customer away at the very top of the promo by inviting déjà vu to the party. So they don’t even see the mechanism.
Our brains are literally wired for novelty. They crave it. Feed the beast.
This is just as applicable to your product as it is to the copy.
Series for Business Owners:
Chameleon Hunting — how to tell when good writing is hiding bad COPYwriting (and costing you money).
Once a year, as a teenager, I'd hop on a train with my pals...
We were a swarm of half-grown facial hair and spotty-faces (with probably more than a little bit of body odor)...
Our destination? A city on the south coast of the UK called Brighton.
And we, like many other roving bands of young lads, were there for one good reason...
The Brighton market was on babbbbbbyyyy!!!
An entire racecourse, converted into a market...
With stall after stall filled with "high end" clothing brands...
That you could buy oh-so-cheap...
Because they were all fakes.
Knock offs.
But it didn't matter that these items weren't legitimate...
They looked the same to us.
Fast-forward to today and I see something similar happening in copywriting as well...
Not the fakes and knock offs (though, of course, this happens), but what I'm talking about is that...
Good writing is often mistaken as good COPYwriting.
And for you, as a business owner, this can be very costly...
Because the differences are subtle.
Unless you've spent year after year, writing and reviewing copy for hours everyday...
Becoming so intimate with the craft that you see copy like Neo sees the Matrix...
It can be super-easy to mistake good writing as good copy...
Which leads to your new offer bombing...
And you chalking it up to "just another swing and a miss you can't avoid in this business."
But the truth is, even a good copywriter with years of experience, can mistake good writing for good copy.
Why? Because these differences can be incredibly hard-to-spot...
Much like the differences between the knock off clothes from my teenage years and the real thing.
Worse still, the more copy I review — through my advanced mentoring program and elsewhere...
The more I realize how big of a gulf there is between good writing and good copywriting...
And how detrimental it can be.
Now, I should be clear...
We're not talking about the difference between content writing and copywriting...
We're talking very specifically about writing that looks like copy, but isn't...
A chameleon, if you will.
For this reason...
I'm going to begin arming you with the skills you need to tell the difference between good writing and good COPYwriting today.
We're calling this "Chameleon Hunting".
Your mission is simple...
To learn this information...
So you can keep more of your money...
Increase the odds of each new offer being a winner...
And generally just bring more joy and happiness into your life (probably).
(Oh, and by the way, if you're ever in doubt then you can book a copy audit with me. I’ll discount my usual rate of $2,500 to just $1,000 for subscribers. Go here: click me).
Right — lets talk about one of the most prevalent chameleons out there...
Chameleon #1: When conversational "copy" isn't copy at all.
This is probably the one I see most often.
Every copywriter learns that you need to be conversational in your copy...
That each line should flow into the next...
That you should write as if you're talking to a buddy sitting next to you at the bar...
And that you should weave in personality along the way.
Good and great copy reads exactly like this, so why wouldn't you emulate it?
The problem is, conversational writing provides great cover for sub-par copy.
Hidden under this smokescreen can be...
A story that won't resonate with the market...
The wrong emotions...
Countless "exit ramps" (see my note below)...
Not meeting the buyer at the right place...
And many other fundamental breaches of the copywriting craft...
Note: An exit ramp is where you give your reader the opportunity to leave the page. They come in all shapes and sizes. Big ones include copy that runs totally contrary to the prospect's reality. Smaller ones include not have "continuation" in your copy. Credit goes to Mike Abramov or Dan Ferrari for coining the term "exit ramp". We'll talk on this more in future issues.
By the way, we're not talking about glaringly obvious problems here...
Like writing a story about a guy trying to get ripped abs to a financial publishing audience...
We're talking about the more subtle differences that are hard to spot but can have a HUGE impact on your results.
Let's look at example of this chameleon in action...
From my own dark past...
Before I had learnt these lessons myself...
First, have a read and then we'll reveal the secrets this chameleon is hiding from us...
The New American Revolution
The Fight for Your Liberty is Happening Right Now. Discover the Technology Defending Your Personal Freedoms and Why It Could 10x Your Wealth…
You’re witnessing the greatest upheaval in defense of liberty since the American Revolution…
And with it, a rare opportunity to 10-times your wealth as the tech underpinning this upheaval consumes entire establishment institutions like banks, the media, and even the Government.
For now, not many people know about this technology.
It’s not a device like your iPhone, or even something you can hold. And that’s why it’s gone unnoticed.
But it will be huge – and grant you virtually unlimited freedom at the expense of Washington and corporate power creep.
As we speak this technology is being used by the United Nations to help feed impoverished Jordanians…
To mint an entirely new currency by the 1,100 year old British Royal Mint…
And to completely bypass the few major corporations and overreaching governments that look to control you, your wealth and your data.
Peter Thiel, co-founder of PayPal, early Facebook investor and recent advisor to President Trump, has called its basis a “new phenomenon.”
While Bill Gates calls its foundation a “technical tour de force.”
Already this new tech has fostered huge growth…
[A simple bar chart with $0 in 2009, $56 bil in 2017 and an arrow highlighting the growth.]
Look at this chart showing the market value exploding from $0 in 2009 to $56 billion today.
We can agree that’s amazing growth. And if you’re skeptical, this chart is no better testament to the opportunity in front of us.
Yet its growth is about to turn exponential…
This isn’t a mainstream story yet, but it’s quickly becoming one.
Just recently we’ve heard its name on Bloomberg TV, CNBC and in the European Parliament.
And every day more people are using it to sidestep our would-be masters.
We’re at the ground-floor, and the New American Revolution for our liberty is about to be thrust into the spotlight.
Over the next few minutes I’ll show you how this technology is changing everything we know and how you can personally position yourself to book hair-raising gains over the coming months.
Okay, on the surface this "copy" ticks all the boxes...
We have a conservative, liberty-loving audience who want to get rich in tech investments...
And we have a tech investment that is in the process of revolutionizing liberty online...
(Behind the scenes: this was a promotion for Ethereum when it was around $60 or so. I didn't buy any then despite being 100% sold on crypto because I didn't want the conflict of interest. By the time I'd finished writing the promo, ETH had soared 10x. Its currently worth over $4k. Ouch.)
So why did the promo bomb?
Because although this is good writing — it is NOT good copy...
It's a Chameleon hiding in plain sight.
So let's break it down, starting with the opening lines...
You’re witnessing the greatest upheaval in defense of liberty since the American Revolution…
And with it, a rare opportunity to 10-times your wealth as the tech underpinning this upheaval consumes entire establishment institutions like banks, the media, and even the Government.
There's two things happening here (which isn't the problem)...
We have the defense of liberty...
And the 10x investment opportunity...
But which one is the big idea?
It may seem subtle (as these Chameleons are)... but the big idea is the liberty/1776 vibe I've got going on.
The 10x opportunity is in the frame of it.
Which means I'm telling the wrong story here.
Remember: this is first and foremost an investing audience.
Yes, they love liberty and freedom...
But the reason they're on this webpage is because they love MONEY.
Seems obvious when its written out this way, doesn't it?
Yet this error only became obvious AFTER I knew the promo hadn't worked.
That's the way of the Chameleon...
They only become obvious after the damage has been done...
Unless you have been equipped with the knowledge to spot them... ;)
Anyhow, point is: good writing covered up bad copywriting.
For now, not many people know about this technology.
It’s not a device like your iPhone, or even something you can hold. And that’s why it’s gone unnoticed.
You see this kind of "it's not what you expect" language in virtually every financial publishing promo, right? So what's wrong here?
Well, this language is a curiosity amplifier...
But there's no curiosity to amplify.
So instead of amplifying...
It just flattens and slows the copy.
Slow down your copy in the opening salvo... and you're done.
Therefore, once again...
Good writing covered up bad copywriting.
But it will be huge – and grant you virtually unlimited freedom at the expense of Washington and corporate power creep.
Still stuck on the wrong big idea...
Or in this case, the wrong story for the market.
This market generally has freedom.
(Keep in mind, this promo launched years ago. In less polarized times, if you can believe it.)
So why would they be in search of more freedom? They just want to make money for retirement.
So this "copy" up here? And the following proof points about the U.N. and the Royal Mint?
They're a perfect example of how...
Good writing covered up bad copywriting.
Peter Thiel, co-founder of PayPal, early Facebook investor and recent advisor to President Trump, has called its basis a “new phenomenon.”
While Bill Gates calls its foundation a “technical tour de force.”
Here's another example of "every financial publishing promo has these, so mine should as well."
Quotes are great. Especially from these two credible chaps.
However, the problem is the frame again.
The copywriter controls how everything they write is perceived by the reader/viewer: what we call "setting the frame".
In this case, the frame was set for liberty...
Instead of making money.
Can you imagine just how more powerfully these quotes could've been used if I had preceded them with more greed language?
I.e. More copy hitting the sentiment of "this is the biggest tech story this year - you need to invest right now to make a ton of money."
Corrrrr.
They would have been so powerful.
But once again my fellow business owner...
Good writing covered up bad copywriting.
This isn’t a mainstream story yet, but it’s quickly becoming one.
Just recently we’ve heard its name on Bloomberg TV, CNBC and in the European Parliament.
And every day more people are using it to sidestep our would-be masters.
We’re at the ground-floor, and the New American Revolution for our liberty is about to be thrust into the spotlight.
Alright, this is starting to hurt now.
But if it’s not uncomfortable to read your old copy, then you're doing something wrong.
Anyhow...
Again, this is the wrong frame and the wrong story.
But also we're not meeting the viewer where they are...
"I'm looking for tech investments that could 10x my money to pay for my retirement."
Clearly not everyone fits this mold, but we'll use it to illustrate my point...
How much does someone like this really care about an upheaval in liberty when the most obvious way to gain freedom in their situation is to have enough money to not need to work... to do the things they want to do... to give money to their family... and so on?
Freedom matters, obviously.
But money matters more to that specific person, in their specific situation, at the specific moment in time.
So despite the writing being conversationally smooth...
The prospect was NEVER going to respond to my messaging here.
So for the final time....
Good writing covered up bad copywriting.
Okay, okay...
That's enough torture today. I'm not going to look at anymore of my old, bad copy. Ha.
The question is, how do you spot conversational “copy” that isn’t actually copy?
It’s difficult.
There’s no doubt about it.
The best thing you can do, as a business owner who doesn’t have time or the desire to spend 5+ hours per day writing copy…
Is to “look beyond” the words and the “tactics”.
Yes, the copy is smooth…
It has personality…
But is it staying true to the fundamentals of copywriting?
Is this a story my target market will respond to?
If I was my customer, what would I be thinking?
And so on.
Look at the copy with intense scrutiny — but from your customer’s POV.
Because at the end of the day, good copy is only good copy because your customer is responding to it.
Happy huntin’.
Of course, this is just one of the Chameleon's that we see in the wild...
Throughout future issues, we're going to look at other Chameleon's in-depth...
Some we've alluded to here...
Some that no one is talking about...
In fact, in the very next episode of Chameleon Hunting, we'll look at one that infects stories...
And how this Chameleon having just a 10% impact can annihilate your chances of conversion.
This will be crazy-valuable to you no matter the niche...
It shows up in financial, health, bizopp and more...
The good news is, it can be easy to spot and it’s even easier to fix.
If you know how.
So stay tuned for the next episode of...
Chameleon Hunters!
Bridging the gap for copywriters: The reason why it's important for business owners to identify what's good writing and what's good COPYwriting is that they have a lot of skin in the game. It's not just your fee they're paying. There's also the cost of creating the sales page (designers, voiceovers, actors). There's the cost of running traffic to test your offer. There's the opportunity cost of building your page instead of focusing on another offer that has a better chance of succeeding. There's the time cost of lining up the right suppliers, fulfilment, customer service and so on.
Work with Your Conversion Partners.
If you're a business owner preparing to launch your next offer...
And you want the deck stacked in your favor...
Then look no further than Your Conversion Partners.
We're a collective of all-star copywriters and marketers, led by me (Chris Wright).
We harness the "secret superpower" of every major direct response organization; collaboration.
Through collaboration, we're able to deliver copy that has the highest chance of generating the largest amount of revenue possible.
Better still, we view every client-relationship as a "partnership" (it's in the name).
Which means we don't milk you for fees and vanish...
Instead we work with you over the long-term to optimize, tweak and achieve the outcome we both want.
Want to talk about your next offer? Book a call with me here.
P.S. To be clear, I'm way too much of a perfectionist to hand your project off to anyone else. I'll be writing & editing throughout our time together. You'll just have the benefit of having multiple experts working towards your success. Book the call right away.
Why storytelling works
I'm a big fan of Greek mythology...
And Ancient Greek history in general...
Which probably explains at least part of why Greece is one of my favorite places to visit...
I'm currently reading Troy by Stephen Fry (who, by the way, is a British national treasure).
If you're not familiar with the story of Troy (or haven't seen the movie?!)...
It's the story of the Trojan war, which began with a young prince called Paris "stealing" the wife of another Greek ruler.
This affronted Greek ruler, named Menelaus, naturally decides to go get his wife back.
So Menelaus, along with his brother, gets in a boat with a few of his buddies (actually quite a few boats for quite a big army) and sets sail for the city of Troy.
Long story short, they arrive...
Paris doesn't give up his love...
And a big fight ensues.
Thing is, Troy's walls are huge. There's no hope of actually breaking in to the city.
That's when the invaders come up with a brilliant plan...
To create what we now know as the "Trojan Horse"...
A giant, wooden horse that was a symbol of their respect as they supposedly retreated.
The Trojans, thinking they had repelled the invader, brought the horse into the city (i.e. behind the walls) to celebrate.
However, no one thought to look inside the wooden horse...
Hidden inside were a group of men, led by Odysseus (not Achilles)...
And when nightfall came...
These men hopped out... ran over to the gates... and opened them up...
Allowing the invading army — who hadn't actually sailed home — to get to get into the city.
Now, here's where this becomes relevant to you...
Storytelling can feel icky to some business owners and copywriters (but here's why you NEED to use it).
I know that for many, storytelling in copy almost feels like it runs against who they are...
They don't like how dramatic and big the story is...
Or the embellishment...
Or the idea that their product isn't good enough to sell itself just by explaining what it is or making promises. (Very few products are this good, that's the nature of a crowded marketplace like ours.)
So these folks don't embrace storytelling like they should...
And leave staggering amounts of money on the table.
I mean, just think about the biggest promotions that have embraced storytelling...
Flat Belly Tonic...
The One-Legged Golfer...
Resurge...
End of America...
BioHarmony...
I could go on...
These promos have sold literally MILLIONS of dollars between them.
In the case of End of America? We're talking HUNDREDS of MILLIONS of dollars.
(And by the way, if you're familiar with End of America and you're wondering "is that a story?" Absolutely. Your stories don't need to be first-person stories. Stories come in different shapes and sizes. But there's two things your story needs to have: drama and emotion. I'll write more on this soon.)
You need to use storytelling for one good reason...
Stories are your own Trojan Horse.
Let me explain...
You get a call from an unknown number.
Most of the time, you don't answer these.
But you're expecting a call from someone important, so you pick it up...
And immediately regret it.
It's not the call you were expecting. And now you're well in the flow of being sold to.
So what do you do?
You have a borderline-involuntary reaction. You shut down. Don't talk too much. Don't give too much away. Never — and I mean, NEVER — say yes.
This is a universal reaction.
And it's the same one your potential customer will have when you start pitching your business, offer or product.
Sure, this reaction looks different selling online, in-person or over the phone...
But the point stands...
When people are sold to, it typically triggers a bunch of negative brain-funk that simply isn't conducive with making the sale.
Skepticism about your claims...
Revulsion at the price...
Distrust about you and your intentions...
Fear they could lose-out from the transaction...
All of this funk is floating around in their heads.
(Of course, sometimes their problem is so pressing, it overcomes itself. And sometimes their bank account is so big, they don't even need to overcome it in the first place because they have money to burn. There's always exceptions.)
So if you're looking to cast the widest net...
And run an offer at scale...
You need to be able to "sidestep" this negative brain-funk...
You need to be able to bring your prospect to a place where you can influence, guide and persuade them.
And story does this.
Story is the Trojan Horse that slips through your prospect's defenses...
To allow you to get "inside" their brain...
To plant an idea...
And ultimately, to inspire an action.
(That action can be to purchase your product. Or it could be many other things: persuading someone to send in a testimonial video, getting a supplier to sign a contract and so on.)
Again, take a look at that list of blockbuster promotions that have collectively pulled 9-figures between them.
Imagine how big that pot of money would be if we combined the top 10... 20... 30... story-based promotions.
It's MASSIVE.
Story straight-up works.
And for good reason...
We're "storytelling animals".
Hardwired, conditioned, whatever...
To respond to a good story.
(The topic of how to tell a good story is HUGE. Which is why Peter Tzemis and I have a storytelling course coming out soon.)
So if you're on the fence...
Ask yourself what you're more uncomfortable with...
Leaving money on the table or telling a dramatic story.
Thank you so much for reading the first issue of Conversion Confidential.
That's about 4,000+ words of (in my humble opinion) gold.
Whether you're a business owner or a copywriter... you could make dramatically more money by applying what we've covered in this first issue alone.
But why stop there?
This party is only just getting started.
The smartest folks know that there's levels to copywriting and marketing...
At each level, your mastery expands...
New profit opportunities are unlocked...
Your chances of failure goes down...
And your chances of success shoot through the roof. Soars like an eagle. Goes to the moon!
So here's a sneak peek of what's coming in future issues...
How any business owner can create unique offers in proven, multi-billion-dollar niches that vacuum money up (no, we're not talking about mechanisms or stories here)...
Transitioning from a "template copywriter" to an "intuitive copywriter" (and watch the royalties pile up in your bank account as a result)...
"Deloading" your mind to ignite the creative spark you were born with (hint: this is more than just taking a one week vacation. In fact, it has everything to do with sponges. Sponges!)...
Rest of the f*cking owl: how to write believable copy that sells — without boring your customers into a coma...
The simple emotive changes EVERY business owner should look for in their own offers (or in other words, how you can get a 10%+ bump from changing a single word)...
Why your best copy reviews can happen after you've had 2 hours sleep on a Thursday night (and how you can unlock the "mind-meld" secret to understanding your customers while sleeping like a baby)...
The 10% Tilt: How teeny-tiny changes in your offer strategy can turn a stone-cold loser into a runaway success story...
A painless mindset shift that removes your prospect's anxiety, distrust and skepticism throughout your funnel (the trick is to stop looking at the funnel as "copy")...
The stupid-simple art of keeping clients happy and coming back for more (most copywriters DON'T do this. Business owners, you’ll love me for this.)...
How anyone can get in the fast-lane for crafting a successful offer (make this one simple change in your business and it will change your life)...
And so much more...
This is just scratching the surface.
Over the coming weeks and months we'll dive into all of the above and more.
Rest assured: everything I share will be fundamentally timeless. The concepts, principles and action-steps that will make you more money now and five years into the future. There's no shiny things here.
So what's the catch?
Well, ya gotta pay.
You're no rookie...
You already know that we humans tend to value what we pay for and not what we get for free.
Luckily, you won't have to pay all that much...
(Strap in for the "price justification".)
Given that my fees start at $20,000...
And if there was space in my mentoring program, you'd be looking at $2,000 (minimum) for ~4 hours of coaching...
I could charge upwards of $200 per month for this information...
Particularly as what we'll be talking about ISN'T what worked 2... 3... 4... years ago...
But what's working for me... in my own offers... for my clients... and for my mentees right now.
Though here's the thing...
I want Conversion Confidential to be a "no-brainer"...
Something the smart folks in our industry just say "yes" to...
Which is why you can join for $67/month.
So when you're ready, just hit the button below to get signed up...
Though, please don't delay...
Those who join today will be getting ahead...
Overtaking the rest of the crowd…
And shortcutting their path to more profits and more success.
I want you to join them...
Go ahead and click the button below right away.
—Chris
One last thing…
It’s always fun to be the person who discovers something great before everyone else.
Whether it’s music…
A new cryptocurrency…
Or Conversion Confidential.
But you know what’s even more fun? Letting everyone know you found it.
Which is why I’d be honored if you tapped this button below and share this knowledge with the world.