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Dan Kennedy - Advanced and Comprehensive Copywriting Bootcamp 2008 NOTES

Dan Kennedy - Advanced and Comprehensive Copywriting Bootcamp 2008 NOTES

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Dan Kennedy - Advanced and Comprehensive Copywriting Bootcamp

DVD 01

Ìnformation 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
shouId not outsource it.
Read Think and Grow Rich in the context of a sales letter. Ìt's a sales letter
masquerading as a book.

Before We Write A Word You Need:

1) Inside info you have about your business
O Your clients & prospects
O Your product or service
O What has worked up to now
O What hasn't worked
O How they bought before
) Competition
O Everything about others who are successfully selling to the market over a
sustained period of time
O How did they evolve to get there
) ComparabIes
O Sell different stuff to the same market
O Sell using the same media
- How do you pick the magazines to advertise in??
- Besides the obvious ones you shouId find where successfuI
competitors or comparabIes have been advertising for 4 or
more months (past test phase) and advertise there
O Sell using the same price point
4) Industry or market information
O 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
) SaIes Strategy
O Payments or no payments
O Start low and go high
O Get competitions copy and look for commonalities
O Build a strategy on how you will create and use your copy

!sychoIogy of Copy
Who Buys Ìnfo?
2 What Do They Actually Buy?
3 Why Do They Buy / Not Buy?
4 The Hurdles To Overcome

1) Who Buys Info?
O 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
O unkies 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
O #einforcement 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
O &nplugged oiners
- Why 'recent expires' lists are so valuable in newsletter business
- They need to belong ÷ 30% of the population
- Ìf 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
- Move-ups
- The Lonely
O esperate ...Life #aft 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
O Life Event-riven 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 difficuIt things with copy

Create a connection from a distance
2 Sell an intangible


Connection

O 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.
O They sacrifice connection
O If your cIient Iist has different categories then each category shouId
be spoken to differentIy.
O Difference in geography can affect this to.
O You need better matched copy.
O You need a precise match as close as you practically can.
O 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

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

Current Events

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

Anchors

O You can connect to anchors that people already have a sense about
O Ben Suarez ad page 4 ÷ only the mantle is Amish
O Amish means to people old fashioned values, great craftsmanship,
trustworthy, etc
O Ìt creates instant trust
O Are you ready to step up to the big leagues page
O The age of the target prospects all had the pedal car in the photo and
wished they had the convertible
O 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.


) What Do They ActuaIIy Buy?

,t Tey DON'T Buy (Or Buy LEAST)

O Products
O Ìnformation
O Education

,t Tey DO Buy...

O Ideas & Concepts
- the concept of the 4 hour week for example
O Antidote, SoIution

O #eIief - from pain, frustration
O Positive Benefits
O !E of a better Iife
O End Result utcomes - Meaningful Specifics
- Amounts of money to be made
O TooIs
- Not the easiest to sell
O Speed / Convenience
O "Secrets"
O Personality, connection with
O Association
O Status, Recognition, Respect
O Safety, Security

Most men lead lives of quiet desperation.

) Why Do They Buy?

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

- SeIIer
- Seller's Basic Premise (people can earn more by using these
strategies, someone who hates selling can learn how to do it
- SeIIer's Understanding of Them (they wiII 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
- QuaIity / Legitimacy of !roduct
- SeIIer's !romises (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

CIicks n A DiaI - Copy Devices

O !Iug-in

- .... can be used in different places; in some cases for different
purposes
O TempIate
- ..... as close to fill-in-blank as can get .
O !urposed
- ..... used to achieve a particular objective
O Inventory
- ..... you have your own
- ..... you have an extensive 'swipe file'

Important Copy Devices FrequentIy Used

O rigin 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. Ìf 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.
O Story f Two Men
- Wall Street Journal letter
- Could be 2 parents, restaurants, bald guys, etc...
O 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
O They AII Laughed, UntiI ...
- Page 42 Dave Dee ad
O Before/After
-
O round FIoor pportunity
-
O Tastes Like Chicken
- This is how you explain something to someone that is hard to
understand

- For example when describing what rabbit tastes like, we say it
tastes like chicken
- Example page 48 ÷ doctors office, country club & restaurant
O !icture this / Imagine this
- Create a mental picture
O Against the enemy/AIIy on your side
O #eason 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
O Presentation of Price
- Apples-Oranges comparison
- Price minimization
O bjections
- #easons not to buy = best reasons of aII to buy
- Stubborn skeptical converted
- Most peopIe treat aII the objections the same with the
guarantee. But this isn't the onIy way. 100% guarantee is
good but no cigar and doesn't invoke reaI intrigue. You
need good Ianguage
- The other way is through proof. Testimonials.
- What you use if you are starting out is 5roof of conce5t.
- Page 53 has generic proof that isn't related to what he is
selling. Ìt works
- !age 4 psycho cybernetics pIays on 8,fety in number8
- 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. Ìt's proof because the
headline says proof. He creates a picture with reading and
going to the beach. Ìt has doesn't require..(what it's not. Ìt
has an apple oranges (book is compared to something that
is not a book
O Procrastination
- Reason not to = best reason to act now
- Wish Ì had done this sooner
- What we regret most story

You want to use every device you can in copy.

DVD 0

KIC Webstore Customer !ath

) Google Adord8

- 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

) Squeeze P,ge

- Also should be tested a lot
- Photos
- Testimonials (they found taking them out helped
conversion!!
- First one did a lot better

) T,nk You P,ge

- 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

) Product P,ge (U5Sell)

- Name goes in top left corner
- Always be taking them to the next step
- $63 offer

) Succe88 M,rketing Str,tegie8 Em,il8

- They have 00 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 $63 offer

) GKIC eb8tore

Most IncredibIe F#EE ift Ever

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

Traffic comes from

Affiliate Email
2 anKennedy.com
3 MIFGE Video (Bill
4 MIFGE Video 2 (Bill & an
5 6 Email Follow-&p Sequence

nIine Video

O CurrentIy 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.

O Tips when using nIine 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 0mins 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

O Video is just another form of Direct #esponse Marketing
- Headline
- Make a BÌG 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 Iead them by the hand.

MÌFGE Video (Bill

O Enter your information came up after 5 seconds to get them to
watch some of the video
O He talks faster than he normally talks
- Time is valuable so they sped the video up to where it plays
0% faster
O Ìt's really a squeeze page

MÌFGE Video 2 (Bill & Dan

O Reason why ÷ respect and care about entrepreneurs
O The time is stated on the top and counts down at 2 minutes a time
O Bill does the offer
- 3 webinars on speed is what was being sold here
- Webinar - 0 big breakthroughs in business life
- 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
O Ìf you would like to take advantage of this offer now - Order link
comes on when 3 webinars are mentioned
O People need to understand what they are getting
O Use continuity language such as automatic billing
O All they did was read the last written letter

FoIIow-Up EmaiIs

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


The !henomenon #e-Iaunch

Pre-Launch Emails (to build a list of people who have interest
O 4 prelaunch emails that ask them to look at videos for
feedback
O
st
& 2
nd
ask them to do the survey
O 3
rd
& 4
th
ask them to look at another video
O The idea is to give them lots of content to build desire and
get them involved in the process
2 Survey (to find 'hot' buttons
O Page 5
3 Survey is posted on a Blog
4 Re-launch - Video List Emails
O Sends videos to opt in list
. Ì'm concerned
2. "Ì Won't Apologize" - Dan Kennedy
3. Video #3 The Story of Practitioner 0X!
4. Time is running out!
5. [First Name], open before 9/
6. 4th video - "How can you trigger it?"
. Sneak Preview (open before 30 Eastern
8. The All-New Phenomenon is LÌVE!
9. An important reminder (pls. act

0. The truth about "mindset"
. An important "Saturday" note
2. 38+ minutes of Dan-on-Demand (new bonus
3. Too bad about this
4. Your deadline is Midnight on Sunday (last chance
O These went out before it went on sale over a period of 2
weeks
6 Videos

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

. Preview Video

O Brian Sacks name your own price
O Reason why is that they want to find the next class
of practitioners
2. Online Sales Letter
3. Follow-Up Emails to Non-Buyers
4. Order Page
5. Upsell to Live Event (Thank You Page
O Give them an option to read the letter instead of the
video of their connection is crap
O Moves them to online sales letter and then to oreder
form
6. Follow-Up Upsell Emails to Buyers
. Upsell Video
8. Offline Sales Letter
O Same letter thats online
O Has a calendar that shows the date
Post-Order Process
O Key part


etting Inside Your Customers ead

O Mistakes my prospects make

- List 2 in 20 mins

O What to do with your Iist of !rospects 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

O BuiIding Your wn Sydney (your ideaI 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.

O Name your Sydney and determine his or her 8 most common traits
from your Iong Iist of traits:

O EstabIish CredibiIity With Your Sydney By BuiIding ut Your wn
Story Letting im/er Know That You Know What It's Like To Be In
Their WorId:

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

Using D MaiI In Your Info-Business to cut through the maiIbox cIutter

O 3D Mail has length, width and depth outperforming the same mailing
without 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
- D MaiI Can AIso 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 #easons to use D MaiI In Your Info-Business

O Ìncrease Response

O Generate Leads
O Reduce Returns

- After the saIe, send foIIow up D maiIings (often caIIed a 'stick'
campaign) to reinforce the purchase your cIient has just made

O Reactivate Lost Clients/Customers/Members Example

- A three step campaign
Step 1 A Boomerang with a headline e ant You Back
Step A compass with the headline Are you Lost?
Step A small plastic bug is inserted into the envelope with the
headline, %his is the last time I'm going to bug you!!

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


DVD 0

Thou ShaIt Not Underestimate The DifficuIty f The Task

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

ExampIes of· TE U#DLES to overcome

O Works, But Not For Me .... Because

- People are magically powerful at disqualifying themselves. Ìf 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

O Not Using What I AIready Know

- You must address this

O Won't Use (Waste f Money)

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

O Too ard 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"

O Spouse/Associate DisapprovaI

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

O ADVANCED SEC#ET Ì Bought A Lot the last time Ì went (Fear I Don't
Want To Buy More

- Ìf Ì go Ì will buy more.
- This is a big problem for niche players who are filling seminars with
the same people
-
O !robIems f Being Away From Business

O Time I Too Busy .... Bad Timing (o Next Time)

- This is my busy season

O Costs I Inconvenience I Fear of TraveI

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

O Can't Afford It (Now)

- A reluctance of spending the money
-
O Too Smart For #oom

- They think they know it all

O Too Dumb For #oom

- The more you make the copy for the veteran they might think they
are too dumb
-
Writing Copy To SeII Seminars, Boot Camps & Conferences

What is it about?

O Speakers
O Sessions
- Titles and subject of sessions
O Activities
O Fun / Entertainment
- Exhibits
- Gold Plus room
- Networking
- T shirts & caps
- Panels

O ADVANCED SEC#ET: 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

O ADVANCED SEC#ET: "History Ìn The Making" Event

O 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

O Make it easy for peopIe to sociaIize
O Networking
O ADVANCED SEC#ET: !Iace To Be / Be Seen

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

O Shopping pportunities

O ADVANCED SEC#ET: Reinforcement Of Status or Aspirations - "Ì Am
Because Ì Belong & Am Here"

- This is where people Ì want to be like go

O utcomes

ExampIes

O Renegade Millionaire on page 6 states activities to over come just another
seminar
O Rory Fatt Circus theme with circus theme and language with side shows.
Ìf 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
- Ìt has busy in the office copy
- He had the event in a tent
- Animal crackers grabbers
- Whole sequence is circus themed

Advanced Secrets

O !Iace 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

O Light finaIIy going on inside their head

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

O Making speakers reIevant

- 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

O TaIk to different prospective attendees differentIy

- 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

O To infIuence, be a person of infIuence.... in their Iives
O Do this in your newsletters and copy and reveal things about yourself
O Joe Karbo said the best writing was like writing a letter to catch up with an
old friend
O Ìt's what you would do naturally

Q&A

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

O You need to address the recession in your copy but you need to
make whatever you are seIIing the soIution to it.


O 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.

O 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. ne of the
barriers of moving peopIe from offIine to onIine is underestimating
the difficuIty of the task.

O 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.

O When promoting a bootcamp after the deadIine, you shouId segment
your Iist into:

- !eopIe on the Iist for months or Iess
- !eopIe on the Iist greater than months
- !eopIe who have bought from you before
- !eopIe who came to the Iast event but didn't register for this
one

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 0
contacts for the seminar (this includes newsletter inserts.

O 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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