Bill Phillips, supplements, and copywriting

by 6 replies
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I remember in my early 20's... seeing an advertisement for a free
supplement guide that EAS and Muscle Media was giving away.

All you needed to do was pay a small postage fee and they'd send
you this huge 220 page book on the best supplements.

as an avid weight lifter back then, i couldn't send that ad in fast enough.

When it came in the mail, it was indeed around 220 pages of nothing
but pure information on supplements. And I loved it.

Years later, now that I'm a copywriter, I see the brilliance in that
method, in so many different ways.

Bill and his company (EAS, Muscle Media, etc) gave away a ton of
free information... and sold a ton of supplements and magazines in return.

the guide book indeed contained some useful, valuable content.. but of
course, it was all set up to make EAS and his supplement line stand out
to be the best choice.

So not only did that entire process work so well because it touched on
Cialdini's weapon of influence... but it also gave away valuable content, which lowered the defenses of the prospect.

It also set up the contrast between EAS supplements and all others... making EAS seem like the best choice.

back then, i just thought they were being so generous and gracious, giving
away this huge, valuable book.

now, as a marketer, i've come to realize just how important it is to give
away valuable information in your ads. and how you can use your advertising to really stand out and be unique/better/different than all the rest.

it literally melts away so many objections to the sale.

now, when i write supplement copy... you can be sure that I include
a ton of valuable information and content, so that the reader feels like
they're better off for reading it.

Supplement copy that relies solely on hype and sales will get you no where.

but having valuable info in your copy that gives away actual, real useful content... and then setting your supplement up in a totally unique light, and having a unique promise... that will get you a lot further.

Truly brilliant marketing by Bill Philips, who, of course, is now one of the richest men for it.
#copywriting #bill #copywriting #phillips #supplements
  • Eben Pagan was just talking about this on a webinar yeseterday. Many of you have heard him say, "Give away your best stuff."
  • I wrote for Bill's brother, Shawn, for quite a while early on in my freelance career. Sales pages, emails, autoresponders, etc. He has a product called Full Strength which still does pretty well from what I gather. Great stuff...some of the best tasting fitness shake mixes out there today. Sort of like melted ice cream (yummy). Good guy.
    • [1] reply
    • No doubt, Bill has had some great marketing over the years.

      He hasn't always been on the up and up though... in the past, he used his Muscle Media 2000 magazine to promote Met-Rx without disclosing that he was a co-owner of Met-Rx.

      But since selling Muscle Media, he's been consistent about staying out of grey areas with his marketing IMHO.

      RE:supplement copy

      I agree with your points... adding a blend of content, especially in sidebars, works real well.

      It's one of the reasons why some of the major mailers still do magalogs or bookalogs for their supplements too.

      Take care,

      Mike
  • It'd be interesting to know if Joe Polish had any input into that promotion. According to Joe, he consulted with Phillips... may still be doing so for all I know.

    VL
  • Bill Philips used to be a subscriber to the Gary Halbert letter, his early marketing was created by Dan Kennedy and Jay Abraham. I dont know if they still work with him
  • Bill also worked a lot with Ted Nicholas, he also worked with joe polish and dan Kennedy.
    Probably many others.
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