How To Write A Money Grabbing Ad...Without Hype

[ewenmack]

Take a look at this salesman in action.

It's for a $5,000 product.

He even gives a tip for when you are stuck for ideas... like benefit ideas, hooks, advantages, differences and generally just frozen from moving forward.

Priceless!

See all the moves he makes to get the sale.

Who would of thought reading an ad could be so profitable?

Bencivenga 100 Seminar

Enjoy!
Ewen

P.S John Carlton said he shelled out 5,000 bucks to sit and learn from him

[Rezbi]

I like to think my ads are completely hype-free.

I don't like hype when others do it, so it makes sense that I don't do it.

[QuickSurf]

I gave up the minute I scrolled and saw how long it would be, no way in hell am I reading that whole sales copy lol

[ThomasOMalley]

Originally Posted by QuickSurf

I gave up the minute I scrolled and saw how long it would be, no way in hell am I reading that whole sales copy lol

You have to review the actual results of the ad...it worked. The fact that you would not read the ad doesn't matter.

Only results count in direct response marketing. I believe Bencivenga sold quite a number of DVDs of his seminar with this sales letter.

The question always is: Does the sales letter work or not? Not our personal preference.

[AG Hohwald]

Originally Posted by QuickSurf

I gave up the minute I scrolled and saw how long it would be, no way in hell am I reading that whole sales copy lol

Well, that's part of the reason they say there's no such thing as "too long," as long as you're connecting with your target.

For the most part, you wouldn't want to stuff a sales letter full of the word "I", either.

Gary was looking for a fairly small audience of really committed copywriters, who already knew who he was, and would have walked halfway to Antarctica over hot coals to learn from him.

Once you know and understand that, the length and frequent self-references make perfect sense. This program was going to sell out if he wrote the sales message on a sugar packet. The only limiting factor was how much he could get for it. And the more he wrote, the higher the "wow" factor would be in his very specialized audience. And the more they would come to realize that what he was offering was truly a once-in-a-lifetime opportunity.

I'm quite certain it worked like gangbusters...and that you weren't the audience he was aiming for.

[Peter Gehr]

I don't like hype myself, but it's amazing how it sells.

Hype is a technique that has been around for centuries, and even though some of us hate it, some people approach it with their wallets open.

I personally find it irritating, but I do pay attention to anything that may be of value--and that's often very little.

However, you can't be boring in your title or description.
It's gotta have a hook that catches your attention, and that's what sales and IM is all about.

You can throw in integrity and honesty after that, but you have to use an attention grabbing title to attract the visitor to stop and look at the rest of it.

We can always learn from hypey sales pages, and most of the time we learn what NOT to do.

[Rezbi]

Originally Posted by Peter Gehr

I don't like hype myself, but it's amazing how it sells.

Hype is a technique that has been around for centuries, and even though some of us hate it, some people approach it with their wallets open.

I personally find it irritating, but I do pay attention to anything that may be of value--and that's often very little.

However, you can't be boring in your title or description.
It's gotta have a hook that catches your attention, and that's what sales and IM is all about.

You can throw in integrity and honesty after that, but you have to use an attention grabbing title to attract the visitor to stop and look at the rest of it.

We can always learn from hypey sales pages, and most of the time we learn what NOT to do.

Maybe I'm reading you wrong but...

Hype and interesting are not the same thing.

[davemiz]

ewen... you dont think the warm prospect had anything to do with it?

the only people who saw that were already knee deep in DM or IM... and already knew of his "legendary status"...

not discounting the copy one bit, he writes better than I probably ever will, but, its not the same like a random person or anything who's got no name.

the copy still rocks.

[ewenmack]

Dave,
A couple of things I noted about this sales letter in question, which Gary teaches and practices, even to his ardent followers...

#1 He uses lots of social proof from clients and peers. Easy not to when you already in front of your fans

#2 He gave away useable information right in the letter, even if you never bought, you get
it. Easy to hold back the good stuff for the paid product, but he gives you a sample.

Thought I'd share the letter so we can see Gary in full sales mode and learn like Clayton Makepeace, John Carlton and others did by studying his sales pieces very closely.

Best,
Ewen

Originally Posted by davemiz

ewen... you dont think the warm prospect had anything to do with it?

the only people who saw that were already knee deep in DM or IM... and already knew of his "legendary status"...

not discounting the copy one bit, he writes better than I probably ever will, but, its not the same like a random person or anything who's got no name.

the copy still rocks.

[Cam Connor]

Originally Posted by QuickSurf

I gave up the minute I scrolled and saw how long it would be, no way in hell am I reading that whole sales copy lol

lol... honestly that product looks pretty good,, but yea, I'd have to agree that that's one of the longest sales pages in history.

[BrianMcLeod]

Originally Posted by QuickSurf

I gave up the minute I scrolled and saw how long it would be, no way in hell am I reading that whole sales copy lol

LOL

Gary Bencivenga is as good as good gets...

When I laugh at you for not reading the letter because it's too long,
I'm not laughing WITH you... I am LOL'ing directly in your face.

This place kills me sometimes.

[Enis]

Holy ****, I thought $2000 was too much. The sales page is longer than some reports I've seen, but I guess I'd read the whole thing if I was really interested in purchasing.

[ewenmack]

Originally Posted by Enis

Holy ****, I thought $2000 was too much. The sales page is longer than some reports I've seen, but I guess I'd read the whole thing if I was really interested in purchasing.

Interesting how you and others focus on the stuff you can't learn from, rather what you could be learning.

Best,
Ewen

[Rezbi]

Originally Posted by ewenmack

Interesting how you and others focus on the stuff you can't learn from, rather what you could be learning.

Best,
Ewen

Good point.

If your aim is to write copy, then you need to read ALL great ads, regardless of whether or not you're the in market for the product.

[davemiz]

ewen.... yes and yes on your points... he always teaches give away valueable content IN the copy....

i'm doing this with my video sales letters... giving away good content, strategically in the video....

[hybrid43]

Hype sells and I always didn't like that. If I see another advertisement with pictures of a psychotically-happy fake family, a photoshoped baby picture off google , dollar bills falling from the sky, or some random sports cars that has nothing to do with the actual product or service, I'm going to lose it. If I hear another recording(video or audio) saying the lines like "financial freedom", "You should be a role model to your family" or "Take Massive Action now.", I'm going to have to slap a teddy bear a few times.(teddy bears don't have lawyers, but they should. With your $500 donation, you'll get a picture of the teddy I slapped, booklet of his story and a letter thanking you. ) I always work hard to look passed the hype and make decisions on the facts of the product or service.

There's got to be a way to be a successful six figure marketers with copywriting honestly and factually. But without sales, I don't eat. It doesn't help that every book, e-book, video and cd teaches you all the ways to hype things up, but not how to write a copy based on honesty and facts. This dilemma can drive a newbie like myself to madness. Don't worry the teddy bear is safe for now.

[Zero]

Originally Posted by QuickSurf

I gave up the minute I scrolled and saw how long it would be, no way in hell am I reading that whole sales copy lol

That sales copy wasn't written for people like you.

Originally Posted by Enis

Holy ****, I thought $2000 was too much. The sales page is longer than some reports I've seen, but I guess I'd read the whole thing if I was really interested in purchasing.

What he was asking in return for that course was far too little. If he had sold that stuff for 2, 3 or 4 times that much - he still would have sold out.

[max5ty]

I actually got the material back when it was first offered - I didn't read the whole letter, but grabbed it mainly because it was from Bencivenga.

Don't know if it's still available, but it's one of my golden sources of reference, it's well worth having.

I always enjoy reading material from someone who's actually created copy for more than just their own personal products.

[Mark Andrews]

What a beauty sales letter, I loved every single word of it, just finished reading it from beginning to end.

Wow! I'm almost speechless.

See you later folks, I want to read it again now.

If you're highly passionate about copywriting, live, breathe the subject this is almost better, actually yes, it is better than an orgasm.

See you in 2 hours time, heading straight back to it now.

Ewen, thanks for posting this up. Really appreciate it.


Pete

[Anthony Phillips]

Never sell a product with hype unless it truly delivers on the claims. It gives me confidence writing headlines that are acutally accurate to what the product offers rather then just trying to get a quick sale. Plus, you feel better about the sales you make.

Anthony

[Mark Andrews]

Originally Posted by Anthony Phillips

It gives me confidence writing headlines that are acutally accurate...

Anthony

...acutally accurate?

[Seleyna]

is hype the cousin of spin?

[Cam Connor]

Originally Posted by Seleyna

is hype the cousin of spin?

Exaggeration is the cousin of "hype".

[vip-ip]

What copywriters could intend as pitching, can often come off as hype. But a good writer will know the difference. If you have a hyped-up headline, you better have credible evidence to back it up. If you can overcome the "yeah, right" hump - you've done half your job. Then it's a matter of closing.

Best Regards,
vip-ip ...

[grlpub]

With the amount of hype we've seen in recent years it's near impossible NOT to sober up and hear the loud beep-beep-beep BS detector going off pretty much every time you encounter it.

That's said, the fundamental copywriting formulas still work: the big promise in the headline, agitated problem, the solution, specificity, proof of results, the testimonials with social proof, guarantees, etc.

[Mark Andrews]

How many of you have actually read the sales letter in question from beginning to end?

And not just skimmed it either but read every single word?

[StephS]

Originally Posted by Pete Walker

How many of you have actually read the sales letter in question from beginning to end?

And not just skimmed it either but read every single word?

I was wondering the same thing. I read as much of it as I could while at work, reading on my phone. I just got home and while my son is playing in the bath I just copied it to a Word doc so I can print it out and mark it up. It's 80 pages - but what's exciting about that to me is what I will find in those 80 pages! There's so much to learn from an ad like this from Gary Bencivenga that I for one am excited to sit back and read from beginning to end. Instead of focusing on how long the letter is, focus on the lessons that can be learned by reading and dissecting it! Gary Bencivenga really does make this look effortless! Thank you Ewen for sharing!

[Mark Andrews]

There's a lot of lessons in there that's for sure.

I picked up on one super cool tip which is going to help me enormously to move my own copywriting business in a new direction.

Thanks again Ewen.

[ewenmack]

Fantastic news Pete...like I said in the introduction, "Who would of thought reading an ad could be so profitable?"...even without buying what's being sold!

Best,
Ewen

Originally Posted by Pete Walker

There's a lot of lessons in there that's for sure.

I picked up on one super cool tip which is going to help me enormously to move my own copywriting business in a new direction.

Thanks again Ewen.

[Mark Andrews]

Oh it's an amazing sales letter alright, teeming with nuggets and tidbits of advice.

Greenhorn wannabe copywriters or experienced copywriters (the latter especially) will be able to pick out little pointers from reading this and immediately be able to join a lot more of the dots together.

Every time one reads it you pick out something new. I could read this every day for a week and still not get bored with it.

For those of you who are looking at just the length of this sales letter and determining from this that this isn't worth your time to read it, let me tell you now, you're making a hell of a big mistake passing this one over so flippantly.

If you want to explore further the craft of copywriting and become really good at it, reading long sales letters from the masters of persuasion is something which just goes with the territory.

If you can't be bothered to read this one thoroughly from beginning to end, you'll suffer the consequences. It really is as simple as that. Seriously.

Best,


Pete Walker

[Dexx]

Originally Posted by QuickSurf

I gave up the minute I scrolled and saw how long it would be, no way in hell am I reading that whole sales copy lol

I can't help but wonder how this letter would convert if it was split-tested against a "video sales letter" version of itself.

One that didn't allow the reader to skip and skim, but delivered attractive content tho whole way through until the call to action was made?

Obviously his target audience, for the price point requested, would read (or just buy without question), but it would be interesting to know the difference a different format could make...

~Dexx