Dan Kennedy - Advanced and Comprehensive Copywriting Bootcamp

DVD 01

Information is the least important component of what info marketers do. People do not want to buy information.

The business is based on building writing copy that motivates people to buy and you should not outsource it.

Read Think and Grow Rich in the context of a sales letter. It’s a sales letter masquerading as a book.

Before We Write A Word You Need:

1) Inside info you have about your business Your clients & prospects Your product or service What has worked up to now What hasn’t worked How they bought before

2) Competition Everything about others who are successfully selling to the market over a

sustained period of time How did they evolve to get there

3) Comparables Sell different stuff to the same market Sell using the same media

- How do you pick the magazines to advertise in??- Besides the obvious ones you should find where successful

competitors or comparables have been advertising for 4 or more months (past test phase) and advertise there

Sell using the same price point4) Industry or market information

What can you get from resource sources to get a complete picture about the prospect such as

- demographics, - geographics,- Statistics- Psychological- Trade publications often carry out surveys

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5) Sales Strategy Payments or no payments Start low and go high Get competitions copy and look for commonalities Build a strategy on how you will create and use your copy

Psychology of Copy1) Who Buys Info?2) What Do They Actually Buy?3) Why Do They Buy / Not Buy?4) The Hurdles To Overcome

1) Who Buys Info? Slight Edge Buyers

- Successful already, eager to do better- Looking for a new twist- They believe there is something else to be discovered and in

search of the slight edge- Generally best customers of all & Easy to satisfy- Little hinges can swing big doors

Junkies and Addicts- Passionate and deep interest in a subject or subjects- Hobbiest buyers such as gunsmithing, etc- Attachment to a particular author(s)- They will want everything you do

Reinforcement Buyers- The Limbaugh Syndrome- (why extreme and clear philosophical position matters)- They reinforce the opinions they already have i.e. they want to be

told they are right and validate what they already believe- Have a clear philosophical position to voice in your copy

Unplugged Joiners- Why 'recent expires' lists are so valuable in newsletter business- They need to belong – 30% of the population- If they get unplugged they are looking for the next thing

immediately, they are not leaving the area of interest- Good for joint ventures- Chronically unsatisfied- Legitimately disappointed

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- Move-ups- The Lonely

Desperate ...Life Raft Grabbers & Magic Pill Buyers- Confronting new or unexpected adversity, sudden change,

marketplace disruption- Good buyers- Another section in this are Perennial losers- Never do anything with what they buy and always bad mouth what

they buy- Do things in your copy to discourage them

Life Event-Driven Buyers- Mid-Life Crisis- Why Boomer Demographics are so important- Divorced guy 45 to 50yrs old- Read Marketing to the Affluent

We are trying to do 2 difficult things with copy:

1) Create a connection from a distance2) Sell an intangible

Connection

Copy is about Connection. Most people handicap themselves severely by insisting on crafting "one size fits all" messages and delivering them to too broad of an audience and try to overcome the handicap with extraordinary copy.

They sacrifice connection If your client list has different categories then each category should

be spoken to differently. Difference in geography can affect this to. You need better matched copy. You need a precise match as close as you practically can. They all think that my life/situation is different and you must overcome this

in your copy as they converse with it. Your copy must talk to them.

You need Empathy

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The more you disclose the more people with connect with you. Disclose things that most people would not reveal. The more you reveal the better the chance someone will connect with that topic.

DK used to reveal that he was bankrupt in his Magnetic Marketing speech. He revealed that he stuttered There are 11 disclosures in that speech.

Current Events

This requires you to update your copy all the time to stay current. What already going on in their minds is related to current events

Anchors

You can connect to anchors that people already have a sense about Ben Suarez ad page 14 – only the mantle is Amish Amish means to people old fashioned values, great craftsmanship,

trustworthy, etc It creates instant trust Are you ready to step up to the big leagues page 17 The age of the target prospects all had the pedal car in the photo and

wished they had the convertible T.J. Rohleder letter sends photos, reasons for photos and detailed

descriptions of his small town as to convey what they are not selling. Small town means trustworthiness in peoples’ heads.

2) What Do They Actually Buy?

What They DON'T Buy (Or Buy LEAST)

Products Information Education

What They DO Buy...

Ideas & Concepts- the concept of the 4 hour week for example

Antidote, Solution

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Relief - from pain, frustration Positive Benefits HOPE of a better life End Result Outcomes - Meaningful Specifics

- Amounts of money to be made Tools

- Not the easiest to sell Speed / Convenience "Secrets" Personality, connection with Association Status, Recognition, Respect Safety, Security

Most men lead lives of quiet desperation.

3) Why Do They Buy?

They arrive at a place and have Confidence or Lack of Confidence to buy. The need confidence in:

- Seller- Seller's Basic Premise (people can earn more by using these

strategies, someone who hates selling can learn how to do it)- Seller's Understanding of Them (they will not buy from

someone who does not understand them)- Seller's Factual Assertions (you know as facts but they don’t so

you need to back it up) - Quality / Legitimacy of Product- Seller's Promises (how do they get their money back, back

of magnetic marketing has a bit about how many have been refunded and this backs up this point)

- Value Proposition- Urgency (why do they have to do it now)

Advanced Secret: They need confidence in themselves

Clicks On A Dial – Copy Devices

Plug-in

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- .... can be used in different places; in some cases for different purposes

Template- ..... as close to fill-in-blank as can get .

Purposed- ..... used to achieve a particular objective

Inventory- ..... you have your own- ..... you have an extensive 'swipe file'

Important Copy Devices Frequently Used

Origin Story- (Blackie Story) – dying mans secret- How you got to be where you are and why you are there selling

them your stuff- Charles Atlas story – the bully kicked sand in his face, never going

to happen again and he turns into this body. If he can do it, anyone can do it. This of course sent him on a mission to save other weaklings from trauma and embarrassment and turns them into body builders too

- John Alanis has a good one. Story Of Two Men

- Wall Street Journal letter- Could be 2 parents, restaurants, bald guys, etc...

What This Is Not- Describe what it isn’t- Who is this for- Who is this not for- Good ad on page 36- Especially good if the offer is not that appealing

"They All Laughed, Until ... "- Page 42 Dave Dee ad

Before/After-

Ground Floor Opportunity-

Tastes Like Chicken- This is how you explain something to someone that is hard to

understand

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- For example when describing what rabbit tastes like, we say it tastes like chicken

- Example page 48 – doctors office, country club & restaurant Picture this / Imagine this

- Create a mental picture Against the enemy/Ally on your side Reason why

- People want to know why you are selling this to them other than money

- Page 43 Paragraph 3 today,....- Page 44 Why am i..

Specific Devices Presentation of Price

- Apples-Oranges comparison- Price minimization

Objections- Reasons not to buy = best reasons of all to buy- Stubborn skeptical converted- Most people treat all the objections the same with the

guarantee. But this isn’t the only way. 100% guarantee is good but no cigar and doesn’t invoke real intrigue. You need good language

- The other way is through proof. Testimonials.- What you use if you are starting out is proof of concept.- Page 53 has generic proof that isn’t related to what he is

selling. It works- Page 54 psycho cybernetics plays on safety in numbers- Joe Karbo page 56 this includes every device in one ad such

as origin story then into before/after and they laughed. Next column is proof. The only proof is newspapers saying how good the book is from a book critic. It’s proof because the headline says proof. He creates a picture with reading and going to the beach. It has doesn’t require..(what it’s not). It has an apple oranges (book is compared to something that is not a book)

Procrastination- Reason not to = best reason to act now- Wish I had done this sooner- What we regret most story

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You want to use every device you can in copy.

DVD 02

GKIC Webstore Customer Path

1) Google AdWords

- Learn from Bill Glazer- Should be testing this a lot with google analytics- All this is for is a free marketing tips course but they do make

offers as it goes along

2) Squeeze Page

- Also should be tested a lot- Photos- Testimonials (they found taking them out helped

conversion!!)- First one did a lot better

3) Thank You Page

- Most valuable real estate you can have- Make an offer on it to move them from opt in to buyer- First one did better (ugly ones convert better)

4) Product Page (UpSell)

- Name goes in top left corner- Always be taking them to the next step- $613 offer

5) Success Marketing Strategies Emails

- They have 700 of them- 2 per week- They all have links to the webstore- or a specific product that is relevant to the email- or to the $613 offer

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6) GKIC Webstore

Most Incredible FREE Gift Ever

This converted 5.8% with their best online letter and now the video is now a 9.3% converter.

Traffic comes from:

1) Affiliate Email2) DanKennedy.com3) MIFGE Video 1 (Bill)4) MIFGE Video 2 (Bill & Dan)5) 6 Email Follow-Up Sequence

Online Video

Currently one of the biggest opportunities in your marketing (and if you're not using it, you're missing out)- We've been trained (television) to receive information by

watching people- When most people visit a website they are inundated with text

and more text. Having video differentiates you- Video caters to audio, and two visual senses- You are in more control of the process. This is huge. You are in

control of how the information is delivered. You don’t have this with written words.

Tips when using Online Video- Use less text- Use a combination of talking heads (you on screen), PowerPoint

style text, and scrolling text.- Test letting your visitors know how long the video is (make your

video only as long as it needs to be). You generally get away with 10mins or less. They may be at the office

- Know when and when NOT to use auto play. You need to test this too. BG likes auto play because it keeps him in control.

- Test using Music Scores

Video is just another form of Direct Response Marketing- Headline

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- Make a BIG Promise (early)- Urgency (At the beginning and the end)- Explain Features and Benefits (what you are going to get and

what it will do for them)- Explain the Guarantee (Risk Reversal)- Testimonials and Case Studies- Bonuses (and Stacking Bonuses)- Value Build and Price Expectation (apples to orange)- Have a Call To Action (Act NOW!!)

You have to lead them by the hand.

MIFGE Video 1 (Bill)

Enter your information came up after 15 seconds to get them to watch some of the video

He talks faster than he normally talks- Time is valuable so they sped the video up to where it plays

10% faster It’s really a squeeze page

MIFGE Video 2 (Bill & Dan)

Reason why – respect and care about entrepreneurs The time is stated on the top and counts down at 2 minutes a time Bill does the offer

- 3 webinars on speed is what was being sold here- Webinar 1- 10 big breakthroughs in business life- 1) how to avoid being a advertising victim- 2) Easiest customer to sell- 3) Second easiest customer to sell- 4) Hidden goldmine- 5) Big mistake - 6) Get better customers seeking you out- Webinar 2 – sales letters- Lee Milteer webinar 3 productivity- Bonus session with Dan putting it all together- 3 bonus online workbooks- 2 full months of free gold membership

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If you would like to take advantage of this offer now - Order link comes on when 3 webinars are mentioned

People need to understand what they are getting Use continuity language such as automatic billing All they did was read the last written letter

6 Follow-Up Emails

1) Frankly ... I'm Puzzled!!2) The Top Three Reasons...3) Members Speak!4) Answers to Common Questions...5) A Video is Worth a Thousand Words...6) I Give Up!

The Phenomenon Re-launch

1) Pre-Launch Emails (to build a list of people who have interest) 4 prelaunch emails that ask them to look at videos for

feedback 1st & 2nd ask them to do the survey 3rd & 4th ask them to look at another video The idea is to give them lots of content to build desire and

get them involved in the process2) Survey (to find 'hot' buttons)

Page 513) Survey is posted on a Blog4) Re-launch - Video List Emails

Sends videos to opt in list1. I'm concerned2. "I Won't Apologize" - Dan Kennedy3. Video #3: The Story of Practitioner 10X!4. Time is running out!5. [First Name], open before 9/176. 4th video - "How can you trigger it?"7. Sneak Preview (open before 1:30 Eastern)8. The All-New Phenomenon is LIVE!9. An important reminder (pls. act)10. The truth about "mindset"

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11. An important "Saturday" note12. 38+ minutes of Dan-on-Demand (new bonus)13. Too bad about this14. Your deadline is Midnight on Sunday (last chance) These went out before it went on sale over a period of 2

weeks6) Videos

Release date There is an offer to sell 4 constant videos for them to watch during the course of the

14 emails7) Order Process

1. Preview Video

Brian Sacks name your own price Reason why is that they want to find the next class

of practitioners2. Online Sales Letter3. Follow-Up Emails to Non-Buyers4. Order Page5. Upsell to Live Event (Thank You Page)

Give them an option to read the letter instead of the video of their connection is crap

Moves them to online sales letter and then to oreder form

6. Follow-Up Upsell Emails to Buyers7. Upsell Video8. Offline Sales Letter

Same letter thats online Has a calendar that shows the date

7) Post-Order Process Key part

Getting Inside Your Customers Head

Mistakes my prospects make- List 12 in 20 mins

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What to do with your list of Prospects Mistakes:- Mark off the ones that .....- Mistakes that they don't know their making- Mistakes that they think they should be doing (but shouldn't)

Building Your Own "Sydney" (your ideal prospect)- Describe your ideal customer's traits (i .e. age, personality, how they

live, what they enjoy doing, political affiliation, religion, male vs. female, marital status, children/grandchildren, etc. etc. etc.

Name your "Sydney" and determine his or her 8 most common traits from your long list of traits:

Establish Credibility With Your "Sydney" By Building Out Your Own Story Letting Him/Her Know That You Know What It's Like To Be In Their World:

- NOTE: If I were "Sydney, how would I like to be talked to?- Use YOU or YOUR- Say it in the clearest and simplest way you can

Using 3D Mail In Your Info-Business to cut through the mailbox clutter

3D Mail has length, width and depth outperforming the same mailingwithout the 3D item.

- 3D Mail is typically on the top of the stack.- Mailing that is different get's noticed (Most mail is boring)- While 3D Mail cost more , it typically pays for itself in much higher

response rates- 3D Mail Can Also Be Used As A "Freemium"

(When you send somebody something of value for free, they feel obligated to at least give your mailing their time)

Eight Reasons to use 3D Mail In Your Info-Business

Increase Response Generate Leads: Reduce Returns:

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- After the sale, send follow up 3D mailings (often called a 'stick' campaign) to reinforce the purchase your client has just made

Reactivate Lost Clients/Customers/Members Example:

- A three step campaign :Step 1: A Boomerang with a headline We Want You BackStep 2 : A compass with the headline Are you Lost? Step 3: A small plastic bug is inserted into the envelope with the

headline, This is the last time I’m going to bug you!!

Drive Offline to Online Stimulate referrals More business with current clients Find qualified prospects at a trade show

DVD 03

Thou Shalt Not Underestimate The Difficulty Of The Task

"Nothing can keep 'em from not coming to the ballpark." - Yogi Berra

Examples of· THE HURDLES to overcome

Works, But Not For Me .... Because

- People are magically powerful at disqualifying themselves. If they can come up with an excuse, they will.

- You need to deal with these with testimonials- They are working out why it won’t work for them

Not Using What I Already Know

- You must address this

Won't Use (Waste Of Money)

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- Investing in yourself requires a relatively high standard of self esteem

Too Hard To Do

- You must make it as magic pill as possible- You must make it sound as easy as possible- Never say the word “work”

Spouse/Associate Disapproval

- They might have to justify the purchase to someone else and if they don’t feel they can then they won’t buy

ADVANCED SECRET: I Bought A Lot the last time I went (Fear I Don't Want To Buy More)

- If I go I will buy more.- This is a big problem for niche players who are filling seminars with

the same people-

Problems Of Being Away From Business

Time I Too Busy .... Bad Timing (Go Next Time)

- This is my busy season

Costs I Inconvenience I Fear of Travel

- Fear heightened by 9/11- People also have funny ideas about travelling

Can't Afford It (Now)

- A reluctance of spending the money-

Too Smart For Room

- They think they know it all Too Dumb For Room

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- The more you make the copy for the veteran they might think they are too dumb

-Writing Copy To Sell Seminars, Boot Camps & Conferences

What is it about?

Speakers Sessions

- Titles and subject of sessions Activities Fun / Entertainment

- Exhibits- Gold Plus room- Networking- T shirts & caps- Panels

ADVANCED SECRET: You’ve gotta give people take-home Stories

- You must point out in your copy that they will be taking home great cocktail party stories

- Set Rory Fatt on fire, Shot out of a cannon, come in on a elephant, celebrity speaker

- People get pushed over the edge by getting a photo with Gene Simmons

- Get the photos taken in front of a banner of your company- Telling them about all this beforehand is more important

ADVANCED SECRET: "History In The Making" Event

Theme

- Yanik Silver’s spy theme- Give you an umbrella to put everything else under- Sets up the marketing- Marketing comes first and then fit the seminar around it- Making your event into a place to be

Make it easy for people to socialize

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Networking ADVANCED SECRET: Place To Be / Be Seen

- The place to be in your industry- A place where it is important to be seen

Shopping Opportunities

ADVANCED SECRET: Reinforcement Of Status or Aspirations - "I Am Because I Belong & Am Here"

- This is where people I want to be like go

Outcomes

Examples :

Renegade Millionaire on page 6 states activities to over come just another seminar

Rory Fatt Circus theme with circus theme and language with side shows. If you are going to use theme, use it all they way through.

- Theme effects copy, the speakers you choose and how you write the copy about those speakers to tie them into the theme

- It has busy in the office copy- He had the event in a tent- Animal crackers grabbers- Whole sequence is circus themed

Advanced Secrets

Place To Be / Be Seen - Attendance Is Mandatory

- Make it sound in your copy like it is the place to be- Have the assumptive position that this is where your people go

every year because that’s what they do

Light finally going on inside their head

- This is the answer to them not doing anything with what they bought.

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- The room is full of people just like you who haven’t done anything but they the light went on when they were here and they went home and did all manner of great things

Making speakers relevant

- You must connect the speakers with the prospects- Have they spoken to your type of prospect before?? Do they have

relevant testimonials??- You have to also make them relevant to your theme

Talk to different prospective attendees differently

- People too smart and people too dumb- You need to divide them and speak to them differently- People who were at last years bootcamp- People who skipped last year but went to the other ones- Newbies- Driving distance- Long distance- People who have bought but never attended a bootcamp- People in a small town- People in a big city-

Advanced Advanced Secret

To influence, be a person of influence.... in their lives Do this in your newsletters and copy and reveal things about yourself Joe Karbo said the best writing was like writing a letter to catch up with an

old friend It’s what you would do naturally

Q&A

Going straight from content to sales copy is a big leap. You need to have a relationship with the herd (they like you, are inspired by you). If all you are delivering is content then it will be tough. You also need to be delivering personal contents. You can also do a survey asking them what they want. Report back the results of the survey and be the great savior

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and sell it to them. They essentially have given you permission to ask them for money.

You need to address the recession in your copy but you need to make whatever you are selling the solution to it.

There are online resources for using material in your letters. There is as book called the direct mail law-book that goes into the nitty gritty of this.

The copy for seminars is much the same copy for membership sites. The big commonality it trying to get them come to a place. The big difference is that there isn’t as many physical barriers to get them to go. One of the barriers of moving people from offline to online is underestimating the difficulty of the task.

The way GK gets women to events, they allow people to bring their spouses at a greatly reduced cost and they have break-out sessions for women only. They also have female speakers specifically for this purpose.

When promoting a bootcamp after the deadline, you should segment your list into:

- People on the list for 6 months or less- People on the list greater than 6 months- People who have bought from you before- People who came to the last event but didn’t register for this

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Speak to each differently and make different offers to each list. For example if you have a new member you might make a more generous offer. After this then you do the “I’m puzzled copy as a last ditch effort.” Some people only make decisions at the last minute anyway. GK use 101 contacts for the seminar (this includes newsletter inserts).

The time to start promoting your next event is at the current event. The time to really start all the contacts is 6 months before it.

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