Michel Fortin - Internet Marketing Super Conference

Michel Fortin - Master Internet copywriter. This stuff is excellent. You're going to love it. And there's so much of it, my fingers are actually getting tired!


The info came so fast that the best I can do is offer the highlights - if you could see the slides that go along with this, it'd be even better.




Clunky copy outsells clean copy.

Traffic Secrets copy - trafficsecrets.com

Proof! - Powerful one word headline

Underachiever Mastery - underachievermastery.com

http://www.beatmyspeedingticket.com/stop.htm

One thing all these have in common (besides written by Michel? Testing)

Copy Elements to Test in order of importance

1. Headline

2. The Awareness Stages

- OATH

- Oblivious - are they aware they have a problem?

- Apathetic - know they have a problem, but they don't care. Aggravate the problem.

- Thinking - they know they have a problem, they know there's a solution, what makes you unique

- Hurting - they're hurting, they're desperate - marketer's job is to prevent procrastination. People don't know how much they want something until it's about to be taken away from them.

3. Offer

Test different offers, bonuses, approaches, prices.

4. The Lead

The first 2-3 paragraphs

PEOPLE NEVER READ ANYTHING AT FIRST

PEOPLE NEVER BELIEVE AT FIRST

PEOPLE NEVER DO ANYTHING AT FIRST




PULL THEM IN

PROVE YOUR CASE

PUSH THEM TO ACT



5. Platform

All great copywriters are great storytellers

How you frame your sales presentation.



6. Hook

Something that pulls in and generates curiousity.



7. Subheads

People scan copy for things that stand out.

8. Post-scripts

Use three; the second one pulls the best.

First, summarize offer.

Second, put in some special thing to push the sale through.

Third, remind of guarantee, etc.


9. Call to Action


10. Flow of Copy

QUEST

Qualify - Does copy qualify the reader?

Understanding - Use empathy

Educate - Talk about your product or service

Stimulate - Build up to final push; build benefits, guarantee, bonuses
Transition - move from reader to buyer. Make apples to oranges comparisons - what are the ultimate costs of not buying? Don't compare to similar products.
11. Reasons why

Why me?

Why you?

Why this?

Why now?

Why this price?

12. Price points

13. Scarcity

How do you limit the offer?

Limit bonuses, free shipping, third party bonuses - think Dell.


14. Risk Reversal

Test guarantees


15. Premiums and Bonuses


16. Value Buildup


17. Bullets

Bullets increase response by catching the interest of skimmers.


18. Order form

19. Product options
20. Language - "dumbing down the copy", handholding. Being explicit in directions about what the reader should do.

The willing suspension of critical thinking - you don't want people thinking critically. Factual info, "about us" is the kiss of death to sales.

21. Grabbers

Popups, Johnson boxes, graphic elements, stop signs


22. Proof elements. Anything to make you copy more believable.

23. Colors

24. Pictures

25. Layout


Use fixed width tables, ONLY.


26. Payment options


27. Delivery method

For $9.95 more, we'll send you a CD copy of this download. 95% went for the upsell.
28. "Thank you" page - highly valuable real estate.


29. Stick copy

Follow-up copy to get the sale to stick.


30. Trial and samples


31. Multimedia

Adding multimedia to order form increased sales DRAMATICALLY




DISCLAIMER: YOUR RESULTS MAY VARY, SO TEST!



Gary Bencivenga


If, then . . . if you can meet this simple condition then you can . . .

If you have an email account, then you can . . .

Removing a header nearly always increases response. Use a headline only, no graphics.

Headline in red increases response.

Put quotes on your headline. With name, diminished results 11% - but, with a signature graphic increased by 45%.


Add a Salution - Dear Friend, improved 11%.


Add a picture representing the benefit of the offer; picture on left beat picture on right by 22%


White and black background outsold dark blue - those were found to be the best of the best.


Don't put "Order Now" link at top of copy. Any links at top of copy decreases sales.


Add Johnson box; box with dashes outsells box without.

Change your signature, ie, Best regards" to "To increased profits and killer results" something more colorful. Increase results over 250%!


Never say "Order Form" - use "Priority Enrollment Form" or other.


Highlight a key point on the order form in red - increased sales by 3 times over control.




Testing Software Recommended by Michel


http://www.FromClickstoCash.com

vletter.com - type in text, gives you a version that looks like it's handwritten - add in scribbles and notes to your copy.

Convert testimonials into case studies.

Use windowless pop-ups - unblockable.

http://theprofitpill.com