Something struck me... This guru is offering a payment plan. That's great. Here's the problem...
He gave two options. Pay in full (a couple thousand dollars) if you're "a serious player"
Or pay in monthly payments if you're just starting out and don't know Adwords from your... Well, you know. (my words, not his/hers)
Personally I found that part to be a bit - well, insulting. I felt as if the writer was saying that just because I don't have $2k laying around to hand over to this guru, I must be a newbie who hasn't accomplished anything online.
I'm sure there are plenty of people here making $5k, $7k, even $10k/month who don't have an extra $2k to hand over. Does that make them newbies? No. Does it make them humans, with expenses OTHER than overpriced home study courses? Yes.
Should they feel snubbed for it? I don't think so.
Now, I understand that said guru or guru's copywriter may believe that you either make it or don't online. That nobody could be earning just $2500/month from their business - it's either nothing, or 5 figures.
But I think that just by using a bit of language incorrectly, this particular letter may be cutting out a large piece of it's market - people who have made some money online, maybe even make full-time money online - but feel insulted by being called newbies just because they don't have thousands of dollars laying around that they'd like to send off for this product.
If you've seen the letter, you know what I'm referring to (please don't name any names - I'm not here to start a guru-bashing contest, just discuss whether my reaction to that bit of copy is relevant or not.) If not, give me your feelings anyhow.
Lets talk about whether you would feel (or did feel) the same way reading the copy, and whether or not you think it's affecting conversion.