Example Sales Copy From Hugely Successful UK Marketer

14 years ago

Nice example of a mass-market "get rich" offer, Frank - I especially
like the tabloid-style layout of the pictures.

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Texas_Guns

14 years ago

Is it just me or does the image above the fold
on the salesletter make you dizzy? No joke. I
feel like I just did a few shots of Jagermeister.

Thanks for posting the link - saved, will check
out and go through to get ideas.

Thanks

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MarkAndrews IMCopywriting

14 years ago

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DavidO

14 years ago

If this is truly a big seller then I think I've misread the British market! I've always figured it to be more reserved and less prone to hype and tactics that are "screaming for attention".

Yet this sales page is about as loud and "out there" as you can get. Maybe I should have known better considering the millions reading tabloids like The Sun.

I'd like to hear some more feedback on this from British marketers. Let us know what, specifically, makes this page good for the U.K. market and what can be applied elsewhere.

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Frank Donovan

14 years ago

Originally Posted by DavidO

If this is truly a big seller then I think I've misread the British market! I've always figured it to be more reserved and less prone to hype and tactics that are "screaming for attention".

David, I think Loren summed it up by describing the style as "tabloid".

The info is supplied in bite-sized chunks, broken up by pictures and is easy to assimilate. In spite of that, if you were to read the whole copy and watch each video clip, you'd need at least half an hour - probably the average time it takes to read a tabloid

Interestingly, other than the addition of the video clips, this sales page is almost exactly the same as the direct mail shots Andrew used to send out 10 years ago.

The other point that struck me was the absence of some standard IM tactics such as pop-ups and OTOs - or even an opt-in to get a second chance at the undecided! It's essentially just an online direct mailing.

I suspect that a fair chunk of the prospects he's targetting may not yet be totally "internet savvy".

Frank

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stevedirect 14 years ago

This could be one of those letters that
breaks all the "rules" and yet still succeeds.

I know we sell by emotion, but run the
repetitions together, and the tone of the
letter leaves the shores of persuasion and
sails into hysteria. Even the most hard-hitting
UK tabloid would cut back on the hype.

"An amazing system which I use to make
myself an average of over £38,000 PER WEEK
PROFIT! In other words, I pay myself OVER
£2 MILLION POUNDS A YEAR using this system....
yet which makes me around £38,000 A WEEK
(£2 MILLION POUNDS A YEAR)...While today,
as I've said, I am making around £38,000
PER WEEK... In Other Words, I Pay Myself
About £2 MILLION POUNDS A Year In "Wages"...
which brings me in that background AUTO-PILOT
INCOME of around £38,000 A WEEK I mentioned....
I am able to pay myself around £2,000,000
A YEAR from just 3 to 5 projects a year...
Which Might Give You An Idea Why I'm Able
To Pay Myself Around £38,000 PER WEEK ...
WEEK IN WEEK OUT ... YEAR IN YEAR OUT!...
my own little 'Laptop Business' from which,
remember, I earn a PROFIT of around £38,000
PER WEEK!... which brings me in a background
AUTO-PILOT INCOME of about £38,000 A WEEK -
EVERY WEEK ... around £2 MILLION POUNDS
A YEAR! I'll show you how it works and how you
could copy what I do..."NOT A BAD WAY TO
EARN AROUND £2 MILLION POUNDS A YEAR IS IT??"

Phew!

And many of the other elements (the price, the
promised lifestyle, the lack of effort needed to
succeed) are repeated in much the same way.

On top of this there's no USP, no attempt to destroy
alternative ways of achieving the same thing, no
real proof elements, no description of a mechanism
that shows how the product really works.

As we all know, the best copywriting works on
many levels, and brings into sharp relief many
different benefits of using a product. All the great
copywriters are masters at this--the blending of
logic, emotion, and metaphor to show the product
from many different angles, creating strong desire.

This ad does none of that. It's essentially an
attempt to bludgeon the reader into giving it a try.

And yet it could be successful.

If the guy has made so much money, he almost
certainly knows his market, and this style might
be perfect for it.

I'm guessing that the market probably consists
of people new to the internet, since I searched
the page and couldn't find a mention of one of
the most important concepts in internet marketing,
something which any experienced online marketer
knows is crucial to success...

I'm sure most people here noticed it too.

And we have to remember that the conversion
rate isn't the most important thing. The thing
that matters is ROI. So I don't think this letter
is particularly good or bad for either the UK or
the US market. The question to ask is: "Does
it do the job?"

Even if the letter pulls like a dead squid, getting
just a few hundred on board at £697 plus a £99
monthly fee could easily pull in close to a million
for what is probably a paltry outlay. Not too shabby.

But it would still be interesting to know how the
letter actually is pulling... and wonder how it
would have done had it been written by
Eugene Schwartz... or Halbert or Bencivenga
for that matter.
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Chrissy Allen

14 years ago

Hey guys,

I have to say that sales letter is an absolute perfect example of the type of letter that Andrew will teach you to write in his course. At first the more i read it the more uncomfortable it made me feel about writing these types of letters, The fact is though they do work very very well in the UK. Andrew has all the experience and all the cash in his back pocket so this type of thing works end of.

The only thing i would add is that Andrews course is streched out to its very maximum to the point where its like you cant take anymore, (abit like the sales letter lol) its good brilliant info but you get a small amount of info each month and he always leaves a little teaser or a cliff hanger for you to wait. In the end i couldnt wait so i ebayed it and purchased the complete set of modules only because it was drip drip far to drawn out and slow for me.

Anyway guys thats my thoughts

Good luck
Chunkynuts

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Daniel Scott

14 years ago

I thought it was freaking awful.

The design... the layout... the copy... everything.

But hey... it it works for his market... it works.

Having said that... I get the feeling his copywriter isn't very experienced.

I'd be interested to see this letter split tested against something one of us wrote.

-Dan

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BrianMcLeod 14 years ago

Originally Posted by Daniel Scott

I'd be interested to see this letter split tested against something one of us wrote.

-Dan

Rewriting that tome would take some time.
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Zero

14 years ago

Originally Posted by Daniel Scott

I thought it was freaking awful.

The design... the layout... the copy... everything.

But hey... it it works for his market... it works.

Having said that... I get the feeling his copywriter isn't very experienced.

I'd be interested to see this letter split tested against something one of us wrote.

-Dan

1. He wrote this copy himself.

This style has worked for him ever since he wrote his very first copy for a product he bought a license for from America, which was called "The lazy mans way to making money" or something along those lines. He sold it via direct mail, which sold several 1000 copies and made him well over £1 Million +

You may not like his style, but it works, and the figures prove it. Plus, tbh, his copy looks alot better in actual print than on a website, i really dislike the format he wrote it in..but i'd still read it.

He only writes copy in this specific niche. He hire's the best for his niche products that he buys licenses to.

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Daniel Scott

14 years ago

Originally Posted by Zero

1. He wrote this copy himself.

I don't mean to be rude, but I don't think there's any proof of that. He can say he wrote it himself; doesn't make it true.

You may not like his style, but it works, and the figures prove it.

Copy is only one part of the equation. Just because he sells a lot doesn't mean he has good ads. There are plenty of terrible ads from companies making many, many millions of dollars.

There's a lot of variables that go into a promotion and until he opens his books we don't have access to them... so it's hard to judge if the ad is "good" or not based on figures when we don't have the full story.

-Dan

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Zero

14 years ago

Originally Posted by Daniel Scott

I don't mean to be rude, but I don't think there's any proof of that. He can say he wrote it himself; doesn't make it true.

Copy is only one part of the equation. Just because he sells a lot doesn't mean he has good ads. There are plenty of terrible ads from companies making many, many millions of dollars.

There's a lot of variables that go into a promotion and until he opens his books we don't have access to them... so it's hard to judge if the ad is "good" or not based on figures when we don't have the full story.

-Dan

I know him really well. I have his stuff. As do so many people in the UK, he has a ton of testimonials from people who followed the exact steps he laid out in his flagship product "cash on demand", who went on to make 5,6 or 7 figure businesses.

You're a copywriter, you'd know this. Has it been known for a bad copy to sell 1000s of copies of a product costing a few 100 bucks, which made millions in total, from mediocre copy sold via direct mail? Has it been known for ads in newspapers to convert like crazy if they are no good??

And anyway, he has so many better sales copies than this.

I think this is one of those copies, that will split alotta people. Some will think its fantastic, others will fail to understand whats so good about it.

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Rezbi 14 years ago

Originally Posted by Daniel Scott

I don't mean to be rude, but I don't think there's any proof of that. He can say he wrote it himself; doesn't make it true.

Maybe Bencivenga never wrote any of his copy, even if he says he did.

Maybe he had them all ghost written. He can't prove he didn't.

And Makepeace and Carlton and Montello.. and... and...

They can all say they wrote their copy; doesn't make it true.
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MarkAndrews IMCopywriting

14 years ago

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Hugh Thyer 14 years ago

So what you're saying Mark is that if results are what we use as a measuring stick then he passes with flying colours.

Good enough for me. Anyone who needs the O2 arena for their event is good enough in my books.

Some people have been quick to point out a lot of the flaws. But what this shows is that flaws or no flaws, engaging your reader on an emotional level, knowing what they want deep down and selling the dream to them is more important than anything. And this letter does this brilliantly.

When I did my first copywriting seminar as a student I was told to go and study one of his letters. Copy it out by hand. I think that letter from a few years ago was better but that doesn't take anything away from this one.

It's a perfect example of message to market match. And worth studying to understand why it's so successful instead of why it could be better.
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Zero

14 years ago

Originally Posted by MarkAndrews IMCopywriting

I've spoken to Andrew personally Daniel, he wrote it himself.

As for his credibility, which a few on this forum seem to enjoy knocking at times, he's known to be one of the good guys in the UK and gives a huge amount of money away to charity every year.

In fact he works closely with some of the most well known and respected charities in the UK both as a patron and fundraiser / philanthropist. Including Great Ormond Street Children's Hospital, The Princes Youth Trust (Prince Charles), Make-A-Wish Foundation just to mention three well known national charities.

As far as bootcamps go, I doubt anyone here on this forum even comes close to the size of the events which he holds and runs annually.

The Entrepreneurs Bootcamp is held at the London O2 Arena - Google it if you don't know what that is and just look at his attendance figures.

He's a staggeringly good marketer right at the very top of the game, with not many who can match him either here or overseas.

So, if his sales letters are 'crap' in some people's considered opinion, lets see you guys compete with him.

You might also bear in mind, he's the brains behind The Entrepreneur Channel on SKY, it's founder in fact.

Not more than 13 years ago, he was completely penniless and broke.

Andrew has come a hell of a long way - a true and very real rags to riches story -- who far from being a greedy idiot like some, as mentioned above, donates HUGE amounts to charity annually.

Recently he was also nominated for a Businessman of the Year Award, no mean feat in that area.

I posted up about him months ago...

http://www.warriorforum.com/mind-war...-warriors.html

Mark Andrews...

Just want to add to that. The bootcamp he does every year, he spends out of his own pocket. The only cost for attending is a donation of about £100 to Great Ormand Street Children's Hospital.

On top of that, he gives away product licenses for free at this event.

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peter_act 14 years ago

Originally Posted by Daniel Scott

I thought it was freaking awful.

The design... the layout... the copy... everything.

But hey... it it works for his market... it works.

-Dan

Absolutely the point Daniel.

Trashy magazines are trashy - but they work - they know their market
Reality TV shows are trashy - but they work - they know their market
Celebrity news shows are trashy - but they work - they know their market

Which are the most read newspapers? Broadsheet or tabloid?

This ad is made for dreamers, not savvy Warriors

Quality is immaterial, R.O.I. is everything
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davemiz

14 years ago

i'd be interested in actually being able to read that letter...

can you say TOO BUSY?

there was so much crap crammed in there you had no idea where to go next... theres no logical flow to the copy.... its too busy, too many ideas crammed into 1 piece.

looks like it was written by an amateur, someone who just tried to stuff as much crap in there as possible....

its like the guy who tries to meet a woman and just keeps overselling himself, talking about everything and anything and just keeps talking... and talking... and talking...

sorry, but i'd *never* read something like that let alone buy anything...

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MontelloMarketing

14 years ago

It's a 2006 letter (in style, not in year) that could easily be made better. That much letter doesn't sell as much as it used to.

Yeah... I don't care how much he's sold. It may be in spite of this letter.

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Rezbi

14 years ago

Originally Posted by MontelloMarketing

It's a 2006 letter (in style, not in year) that could easily be made better. That much letter doesn't sell as much as it used to.

Yeah... I don't care how much he's sold. It may be in spite of this letter.

I think that's in year, too. It's been around a while.

edit: Just checked. He's changed the format couple of times.

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Jenny_davis

14 years ago

I originally got into IM through a sales letter through Andrew Reynolds.

He hooks you in (which is through a free first module to his 12mnth course - well what is promised is a 12 month course but is actually endless). Once your on his list he is pretty good at keeping you interested and teasing with the next "big promise."

He has had 10 years to build up a very personal list that are basically looking to get rich - which is probably the easiest group to sell using the US type copy.

I still get his copy through the door but feel there is just too much fluff and not enough substance - it just goes in the bin now after I have had a look at the copy for research purposes.

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sarahberra

14 years ago

Wow. Thank you for sharing.

Great tips.

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Lbwalton

14 years ago

I don't even know how well the copy was because it was super busy and the title wasn't intriguing enough to keep me reading. I tried to read a little bit but after seeing how long the copy was my ADD kicked in and made me stop reading. I feel old-school long copy isn't as effective as it used to be. You've better off putting together a great short video presentation that keeps people attention. You get them watching, reading, and listening, you got a better chance at getting a customer.

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ewenmack 14 years ago

Two things come to mind...

1 He is a dream merchant to dreamers...people wanting to start their first business.
They desperatly want to believe they can achieve it and he uses vivid images of
himself living the dream. Dreamers buy it, despite the obvious flaws in the copy other posters have pointed out. Not saying the copy can't be improved.

2 As Jenny said, he was responsible for her getting into this business, but now that she is set up in business, she is turned off by his sales letters. Point being, so would other established biz owners be turned off by this type of letter. Different targeted reader.

So my point is, just maybe the overall message match to targeted reader is more important than individual words.

All the best,
Ewen

P.S. It reminds me of Gary Halbert saying words to the effect of "Give me one thing and one thing only, and I will beat you, whatever you have, as long as I have this one thing". Of course the *ONE THING* is a starving crowd.
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jimmychuang

14 years ago

Good sales letter but it's not possible to duplicate that guy's way to making money. Not anyone are great at talking and having seminar to teach other people about making money. It's just like the top pastor in church or best sales man in MLM business.

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davemiz

14 years ago

easy to answer this one: big fish, small pond....

theres NO competition in the UK for what he's selling.... hes one of the only ones.... try this here in the states..... totally different.

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Zero

14 years ago

Originally Posted by davemiz

easy to answer this one: big fish, small pond....

theres NO competition in the UK for what he's selling.... hes one of the only ones.... try this here in the states..... totally different.

I really don't think you're in any postion to be saying how much competition there is in the UK for what he sells, especially since you don't even live here.

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lenlach

14 years ago

With so many programs out there you need to pick one that you have a passion for and stick with it.

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Kevin-VirtualProfitCenter

14 years ago

Um, maybe it's just me, but I don't think we know if this sales letter "works" or not.

Here's why I say that:

We know that Andrew has been successful in the past, but we don't have any data on this particular letter.
We don't know if Andrew is famous enough in his niche that people don't even need the sales letter, just his name. If Warren Buffet sold an investment course he could have the worst sales letter ever written and still make millions.

I would be wary of copying many of the components of this letter and using them in an opp-seeker targeted web page myself.

But, hey, I could be wrong. Just my 2 cents.

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MarkAndrews IMCopywriting

14 years ago

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Kevin-VirtualProfitCenter

14 years ago

Originally Posted by MarkAndrews IMCopywriting

Kevin, it's worked extraordinarily well.

I'm not sure what it is some of you do not understand?

Andrew is a leading figure in marketing know-how in the UK.

He's made well over $50,000,000 in the past decade or so, he really is right at the very top of his game and is one of the most well respected UK marketers around today.

A number of years ago I was paid by a well-known, top of the game, marketer to rework his sales letter. The letter was bringing in around $12 million a year at the time.

Judging just by the "results" one would have guessed he had an exceptional sales letter. Just the opposite. After reworking and testing he was able to significantly increase his close rate--from .6% of total traffic to just over 1%.

His sales letter had done just fine as far as he was concerned. Other people looked at him as a "super success" in the market niche. But his sales letter was mediocre.

I don't know what results this sales letter gets. Have no idea. That was my only point.

As far as copying someone else's sales letters...

I read sales letters with a magnifying glass to identify tactics. When I see something I ask myself "why did he do that there?" If it's obviously clever and workable, I'll adapt it to my own or my client's use. If it's not obvious then I will often test it.

One of the key elements of this sales letter is it's basic design--it's cluttered and difficult to skim. Is that good or bad? The feel of the letter is much more "I" and much less "You" (almost identical numbers of each.) Again, good or bad?

There are a points which give me pause and make me wonder if I could improve by using some of the techniques he uses in this letter that I have believed were bad ideas before.

I think we all read copy to learn how to do it better.

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MarkAndrews IMCopywriting 14 years ago

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OnlineMasterMind

14 years ago

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peter_act

14 years ago

Originally Posted by OnlineMasterMind

But yeah, I think the copy is awful and he'd be better off with just a video and a couple of pages of copy underneath because he's obviously very good at platform selling.

In fact, I bet that would double his conversions if not more.

Sorry to disagree, but this guy makes $50 million!
Why on earth would he want to change what he's doing?

Seriously, though most of us would be happy making 1% of what Andrew earns

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OnlineMasterMind

14 years ago

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14 years ago

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perryny 14 years ago

What's so unbelievable, Mark?

I saw a trailer for the Facebook movie the other night. It ended with a line something to the effect of... "You can't make 500 Million friends without making a few enemies."

Good line.

I'm sure there's a few folks out there who have a problem with Mother Teresa.

Let it go, dude.
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Daniel Scott

14 years ago

Originally Posted by MarkAndrews IMCopywriting

^ Personally I can't see why you seem hell bent on dissing the guy, but there we go.

Some will just criticise anyone I guess just for the sake of it.

Here we have a guy, a real gem of a gentleman, he doesn't shout it out to the rooftops that he's a top class 'guru', one of the best in the business with an impeccable track record going from completely broke just over a decade ago to a massive fortune accumulated today, he donates HUGE amounts to charity, is well known for being a stand up honest, down to earth character and yet one or two here still feel that it is within their right to knock him down, doubting his figures / income derived from his system etc.

Unbelievable. Just incredible.

What can one say?

Utterly unbelievable.

Mark... maybe I've missed something... but I haven't seen anyone diss the guy as a person OR as a great businessman.

What we're talking about here is the copy in question.

The guy can make enough cash each day to buy his own ocean liner for all I care... he can crap kittens that explode into rainbows... but that doesn't mean everything he touches is genius.

He's human, like the rest of us... and he makes mistakes...

...including (IMHO) that sales page.

That's not to say he's not a great guy and a brilliant marketer... or even a great copywriter...

...it just means that some people (myself included) think this particular sales page stinks.

-Dan

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Zero

14 years ago

Originally Posted by OnlineMasterMind

No problem. You're entitled to your opinion

And where does he say he makes $50 million?

On the sales page it says 100k/mo and you better believe that's gross...

1. £50 Million not $50 Million
2. In his later sales copies, and follow ups to his customers etc he has brought this up.
3. He has shown proof of his earnings via bank statements, and checks he has received.

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Zero

14 years ago

Originally Posted by OnlineMasterMind

Aside from the copy the guy is undoubtedly successful. But I can't help to wonder what kind of quality the products are if he's giving you rights to 100 products. (I'd like to see proof of the success of some of his students who have made money outside of the MMO niche)

But yeah, I think the copy is awful and he'd be better off with just a video and a couple of pages of copy underneath because he's obviously very good at platform selling.

In fact, I bet that would double his conversions if not more.

Nevertheless, thanks for sharing

They are top quality products. The 100 example was just wat happened last year. He doesn't ususally give that many away.

Andrew Reynolds Cash On Demand

Watch the full 30 mins. You'll see just a handful of the many 10's 1000s of people who're actually making money with what he taught.

1 guy on there you'll see made over £6 Million at the time this was recorded like 2 or so years ago.

Another guy Nick James ( who is in the video) currently has made over £5 Million and going strong.

Another guy not on there, who is a student of his, is a guy called Tim Lowe, and he's made many millions as well in various markets. The last i heard from him, he was undertaking some big project in the health & fitness market or something.

In his cash on demand course, he has mentioned a sevreal students who've made money with some strange products, 1 of which was some sort of banana guard thingy. She made a around £60,000 +.

You can go to Andrew-Reynolds.com
alotta testimonials there.

Andrew, is by no means the most glamorous marketer out there. He doesn't teach you the latest and greatest traffic technqiues that will promises to make you $x amount of money, or invent some amazing piece of software or anything revolutionary. He is somewhat old-skool. Just teaching the basic tried & tested stuff, which got him where he is and has had success for 10's of 1000s of his students.

Sorry to disagree, but this guy makes $50 million!
Why on earth would he want to change what he's doing?

Seriously, though most of us would be happy making 1% of what Andrew earns

Not to be nit-pick or anything, but its actually £50 Million, which would be around $77 Million, but that figure is well over a year out of date, so its probably in excess of $80 Million. Not bad for a 1 man operation, who runs his entire business from his laptop.

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MarkAndrews IMCopywriting 14 years ago

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- MontelloMarketing 14 years ago
  
  First... there is no doubt he's successful. I haven't read anyone here saying he isn't.
  
  Second... this promo obviously makes money. Again, I see no one disputing this...
  
  He may be the absolute 100% hands down best marketer ever put on this earth by the lord himself...
  
  That's wonderful...
  
  At first glance, many would say "if it ain't broke, don't fix it."
  
  And that's a natural reaction. Heck, I've had the same reaction to some of my own campaigns...
  
  Now I can't speak for anyone else here... so i'm only giving my opinion...
  
  But the truth is even if something ain't "broke..." it can still be fixed. It can be made "more unbroke" to coin a phrase.
  
  Especially when you're doing the kinds of numbers this guy is apparently doing, a tiny change can mean an additional fortune. In my professional opinion, this sales letter is still done in a style that is not as popular as it was 3-4 years ago. One that can almost certainly be approved upon.
  
  And that's true in the UK... the US... or anywhere.
  
  That's my 2 cents. Disagree... fine. I have a pretty good track record of being right about these things. Okay, that's a lie. I have a damn good track record of being right about these things.
  
  Thanks
  
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The Copy Nazi

Banned 14 years ago

I think it a very clever sales letter. Yes - "clever". He knows exactly what he's doing here. He's "putting you in the picture" - he wants you to drool over the first-class airline travel, the French farmhouse, the shots of him sitting on beaches - he wants you to imagine its you. And it reads like he wrote it. It "resonates". I particularly love the shot of him painting the room and the circumstances he was in then. That's exactly the kind of stuff that rings people's bells - not stock photos of red Ferraris, mansions, swimming pools and over-hyped BS sales copy that we see everywhere.

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ewenmack 14 years ago

I'v pointed out that he has expertly matched the message to market...namely a dream merchant to dreamers who want the business lifestyle he so overtly shows.

Now, it seems silly to think a winning letter that is bringing in millions of pounds and masses of people can't be beat...sure isn't possibility thinking.

History has shown possibility thinkers have broken all sorts of records where the masses thought were impossible...like climbing Mount Everest and the land and air speed records.

Heck, even a few centuries ago people thought the world was flat!

Anyway, back to copywriting...not to long ago, one of the longest running ads in history, which couldn't be beaten, did so...I'm talking about the Wall Street Journal ad by Conroy.

One of the top 6 copywriters in the direct mail industry, according to Gary Bencivenga, has allready got 600 split tests under his belt so far this year. Doug D'Anna never is too egotistic to think he knows best... he leaves that to the market by continually testing.

History has also shown that some tests will get a lower ROI... however, for the experienced tester, they know and expect this along the way to get the control beater... which more than pays for the losers.

To sum up, if no testing is done, you are GURANTEED to do no better!

All the best,
Ewen
- Thanks
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JasonParker

14 years ago

Got some interesting layout and formatting ideas from this one.

Thanks for sharing.

Thanks

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dohfiddle

14 years ago

I have read a lot of andrew reynolds material and been invited to the invitation only websites he seems to write a lot and actually say very little just my opinion but I think the old adage "caveat emptor" applies here

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Example Sales Copy From Hugely Successful UK Marketer

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