Iceing The Cake Direct Mail Letters?

5 replies
Hey,

I was wondering if anyone has this these letters in their swipe file?

They were written by Eric Ruth and sold millions of personal training contracts.

They would be a great addition to my swipe file, if anyone can share them?

Thanks
#cake #direct #iceing #letters #mail
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    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
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  • Profile picture of the author colmodwyer
    I used to work for NPE. They license the "Icing the Cake" sequence to paying members, so it's not easy to find "free."

    The article Joe linked to pretty much sums up the crux of campaign... picture of a personal trainer icing a cake to get attention, then compelling copy tying everything together and a strong offer.

    Coincidentally I grew up in Scotland, little village called Houston, near Paisley...

    I wrote copy for Sean & Eric as a freelancer, then I moved to Durham, Noth Carolina and worked for them in-house... only for a year but learned a ton!

    Colm
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    • Profile picture of the author MIB Mastermind
      Thanks for the heads up.

      I never new they licensed them out? this will make it hard to get a copy of them.

      I met Eric at a Dan Kennedy seminar, he's a smart guy.

      Yeah, Paisley is about 30 miles from where I live so I know it well, I live in Stirling.

      What does there licensing fee at NPE look like? is it monthly fee plus % of profits or just a monthly fee? Just curious as I license campaigns to various companies in the UK.
      Originally Posted by colmodwyer View Post

      I used to work for NPE. They license the "Icing the Cake" sequence to paying members, so it's not easy to find "free."

      The article Joe linked to pretty much sums up the crux of campaign... picture of a personal trainer icing a cake to get attention, then compelling copy tying everything together and a strong offer.

      Coincidentally I grew up in Scotland, little village called Houston, near Paisley...

      I wrote copy for Sean & Eric as a freelancer, then I moved to Durham, Noth Carolina and worked for them in-house... only for a year but learned a ton!

      Colm
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  • Profile picture of the author DavidG
    The whole "diagnostic" thing really fascinates me.

    For the curious:

    Basically if a client comes to you for copy, you say "let me take a look at your funnel" then you find weaknesses, and you tell your client about it. This way you get more work and make your copy stronger.

    So if they come to you for a short email sequence, you ask to look at their PPC ads, squeeze pages...etc that built the list - as well as the main sales page.

    When you see weak copy - you tell your client he's going to need it.

    Almost making the whole thing into a project, or a big campaign that you're going to do.

    So for the relatively new... LEARN EVERYTHING ABOUT MARKETING. Funnels, design, etc... because then you can become a marketer who adds a ton of value and in return you end up getting paid to do more stuff...

    ALL IN ALL - this little tip will help you BEAT any control or get high conversions for anything you write because most of the time even if your copy is CRAZY GOOD, the funnel is crap. The emails are crap. Making you look like a crappy copywriter.

    Hope that helps.


    TL;dr - Tell your client you need to take a look at everything. find weak copy and then tell them so they can hire you to do it. This way your copy hits a homerun because everything in sync.
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  • Profile picture of the author colmodwyer
    When I was there they charged yearly (but you could pay up monthly I think)... you'd get a new campaign every month, plus coaching and a bunch of other stuff.

    Colm
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