Stand out in the WSO world & make WAY more money using this...

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I'm often surprised by what works in the WSO world.

Copy that quite frankly should never see the light of day converting at 12%.

It's madness I tell ya!

I hear Warriors say all of the time that WSO's are a lot like what Clickbank was 5 years ago; everything converting with so much ease.

However...

A lot of entrepreneurs could be making even more money if they understood the value of a strong brand.

Uh oh... I just used a dirty word in Direct Response Marketing.

So sorry.

But it's absolutely true.

Converting copy is all about flow and continuity.

If your sales copy ever lacks these two vital components, it creates an emotional disconnect in the reader.

Which leads to your prospects clicking away and spending their money elsewhere.

Okay, okay, okay...

So what exactly is a brand?

The answer and execution is WAY easier than you probably think.

At its core, branding is telling prospects what your business is, what it does and who it helps - so you're not letting your YOUR audience guess or draw their own unnecessary conclusions.

You're taking your product's benefits and summarizing them in a tagline, headline, logo, color scheme and buzz words.

I'll give you an example:

I recently did an entire sales funnel for a supplement company.

They were releasing a new product called PanaSeeda (a play off the word panacea.)

It was and is the very first whole Superfood to harness the intact nutrients from seeds.

I came up with the tagline, "Unlocking. Life!"

Next...

I needed to create a strong USP to build on the "cure all," "Unlocking. Life!" branding.

So in my headline/sub-headline, I said:

"You Can Leave Dis-Ease Behind Forever & Effortlessly Live in Your Natural State of Health
(Even if you're presently reading this letter on your death bed.)"

My selling point was that you don't need to "cure" disease.

You just needed to get so healthy that disease simply couldn't exist in your body.

And by unlocking the intact life from seeds, you now have the opportunity to accomplish just that. The "natural state" was the term I used to describe life without disease.

I was able to utilize all of these branding elements throughout the copy - constantly adding credibility to the copy and building the impact of the USP.

My point is...

When you write copy for your WSO, your first step is becoming crystal clear about your brand. I can't even begin to communicate how much easier that makes writing your entire sales funnel - from solo email to sales letter to follow up sequence.

Here's a quick exercise:

...What are the benefits of your product? Write them down.

...What are some buzz words you can use to describe how your product changes people's lives, opens up opportunities to make more money and helps them compete in over-saturated markets? Write them down.

...What circumstances become available to prospects that they would have otherwise left on the table? Write them down.

These answers will give some of the information you need to conceptualize your brand and USP - massively aiding you in producing the flow and continuity your copy needs to eclipse every other WSO you're competing against for the same dollars.

Branding matters.

And if you don't take the time to leverage the power of branding, you're NOT a real marketer.

Branding gives your business legs.

You don't have to be a flash in the pan.

But you need to take the time to build a solid foundation for your product/business - so you can keep adding more opportunities/solutions under the name and reputation you've established.

Branding isn't just about making money now; it's about collecting those dollars you'd be leaving on the table (without it) down the road for your future launches.

Mark Pescetti

P.S. I know a lot of direct response people don't think branding is necessary. But the fact of the matter is... Branding means more now to direct I.Mer's than ever. If you want to stand out from the competition and make it abundantly clear how you help your prospects, this is how the REAL money is made.
#stand #world #wso
  • Profile picture of the author Woodward82
    Some great information here, and you make it sound so easy
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    • Profile picture of the author travlinguy
      Originally Posted by Woodward82 View Post

      Some great information here, and you make it sound so easy
      That's what copywriters do. They make things sound easy. :p
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    • Profile picture of the author Mark Pescetti
      Originally Posted by Woodward82 View Post

      Some great information here, and you make it sound so easy
      Simple, but not easy.

      Branding is a test of understanding how your audience relates to your product.

      If you're right, you make more money.

      If you're wrong...

      Ah..

      Just be right.

      Mark
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  • ...blimey I still don't "get" the branding bit.

    Because it's all conceptual and perceptual.

    And it happens automatically. If you've got a top notch product and ace copy - the branding takes care of itself.

    What Mr Pescetti did was a magnificent sales pitch for the supplement people (to me nothing to do with "branding" but everything to do with selling the stuff).

    Here's why...

    To stay away from the regulators and the courts you can't possible say or infer that a "magic" pill will cure anything.

    And you lose shedfulls of sales.

    So this is what Mark said -

    My selling point was that you don't need to "cure" disease.

    You just needed to get so healthy that disease simply couldn't exist in your body.

    That was rather brilliant.

    (so, why bother with all the "branding" palaver when you can whack out lines like that?)


    Steve
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    • Profile picture of the author copyassassin
      Mark,

      I love you baby, but you've got the WSO market ALL wrong.

      Ok, 97.84% wrong.

      WSOs are ALL about affiliate sales.

      Super affiliates in particular.

      Just the other day a warrior asked for help on his WSO copy.

      His final copy wasn't great.

      But, his WSO is a great success.

      And I looked at the amount of "views" (which he launched on 4/18/2013), and he's got 10,816 "views" as of this posting time.

      That comes from affiliates.

      Yes, branding is important.

      Like 10%

      For WSO sales, it's 90% affiliate sales.

      The trick, the NO B.S. truth is creating a strong brand that affiliates are willing to pimp out.

      You brand yourself for super affiliates, not buyers.

      Ain't that a mind F***

      Adam

      p.s. you should really checkout this report I did.

      www.adamlibman.com/2nd.War.Room.Gift.pdf
      www.adamlibman.com/Warrior.Forum.10K.xls
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      The Most Bad-Ass Tax Reduction Strategist for Internet Marketers who HATE paying taxes. See my happy clients

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      • Profile picture of the author Mark Pescetti
        Originally Posted by copyassassin View Post

        Mark,

        I love you baby, but you've got the WSO market ALL wrong.

        Ok, 97.84% wrong.

        WSOs are ALL about affiliate sales.

        Super affiliates in particular.

        Just the other day a warrior asked for help on his WSO copy.

        His final copy wasn't great.

        But, his WSO is a great success.

        And I looked at the amount of "views" (which he launched on 4/18/2013), and he's got 10,816 "views" as of this posting time.

        That comes from affiliates.

        Yes, branding is important.

        Like 10%

        For WSO sales, it's 90% affiliate sales.

        The trick, the NO B.S. truth is creating a strong brand that affiliates are willing to pimp out.

        You brand yourself for super affiliates, not buyers.

        Ain't that a mind F***

        Adam

        p.s. you should really checkout this report I did.

        www.adamlibman.com/2nd.War.Room.Gift.pdf
        www.adamlibman.com/Warrior.Forum.10K.xls
        A strong brand will appeal to super affiliates and prospects alike. I've written my fair share of Clickbank letters and I'm always aware that when I create a brand, it needs to have massive cross-appeal.

        10%?

        Not on your life my man.

        It takes way more honing upon articulating the biggest benefits to prospects (and affiliates) for any real, lasting, dependable headway to occur.

        Sure...

        There are some WSO's that convert based upon reputation and affilate connections.

        But that doesn't account for the majority.

        I think we actually agree. I didn't see too much contrast in what you were saying; just a slightly different interpretation.

        Mark
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    • Profile picture of the author Mark Pescetti
      Originally Posted by Steve The Copywriter View Post

      ...blimey I still don't "get" the branding bit.

      Because it's all conceptual and perceptual.
      Bam! That's branding.

      Yes, it is conceptional and perceptual. 100% spot on. But you're the one creating the concept and perception - not your prospects.

      Branding demonstrates to prospects that you're an authority, rather than some flash in the pan. It says, "I care about my long term success and reputation. So I took the time to tell you exactly who I am, how you benefit from my company and why I'm the best fit to provide you with the solution that you're looking for."

      Originally Posted by Steve The Copywriter View Post

      And it happens automatically. If you've got a top notch product and ace copy - the branding takes care of itself.
      Hell no! It doesn't happen automatically. Branding can be straight forward...

      ...and it can be extremely subtle.

      For instance...

      Think about the the PanaSeeda example again.

      It's a play off of panacea, right?

      What does panacea mean?

      Cure all, right?

      So in the brand name, we're subtly saying that pure seed oil is a cure all.

      However...

      In the USP, we're saying that you'll never cure anything. You have to focus on getting healthy, not overcoming disease and imbalances. But as prospects read the copy, they get the subtle play on words and it makes the impact of the USP more dynamic.

      Also...

      Your branding sets the stage for the central theme your copy takes on. It's something you can repeat again and again, without sounding repetitive, and seamlessly continue driving prospects to the inevitable sale.

      Personally...

      I don't sit down to write a word of copy - until the branding is crystal clear.

      Originally Posted by Steve The Copywriter View Post

      What Mr Pescetti did was a magnificent sales pitch for the supplement people (to me nothing to do with "branding" but everything to do with selling the stuff).

      Here's why...

      To stay away from the regulators and the courts you can't possible say or infer that a "magic" pill will cure anything.

      And you lose shedfulls of sales.

      So this is what Mark said -

      My selling point was that you don't need to "cure" disease.

      You just needed to get so healthy that disease simply couldn't exist in your body.

      That was rather brilliant.

      (so, why bother with all the "branding" palaver when you can whack out lines like that?)
      There's actually a pre-head to what we tested. It says:

      "You will never cure ANY dis-ease or emotional imbalance, ever.

      But now, FINALLY...
      With the most consequential health-innovation in the history of humankind;"

      You're absolutely right Steve. I created what I call the "healthy people getting healthier" campaign to keep the FDA at bay. And the copy was approved by the legal department with zero revisions.

      I commanded the letter straight away with the USP:

      "Are you battling health problems, emotional imbalances, a lack of sustainable energy... or any kind of dis-ease (i.e. everything NOT in harmony with absolutely perfect wellbeing?)

      Stop thinking about it.

      All of it.

      Right now.

      Don't ever talk about your symptoms again.

      I mean it.

      Ever.

      I don't care if you're chronically fatigued, sick, depressed, have cancer, deal with constant pain or inflammation, can't sleep, can't work, can't think...

      ...none of that matters.

      Your problems... aren't the problem.

      They never were.

      Stop listening to doctors, pharmaceutical companies... or anyone feeding into dis-ease-thinking.

      They're wrong...

      They're wrong to talk about your symptoms.

      They're wrong to imply you have to live with certain conditions.

      They're wrong to give you drugs that create harmful, debilitating, deadly side effects.

      They're just wrong.

      You Are Absolutely Healthy
      (No matter what you're physically & emotionally experiencing RIGHT NOW.)"


      But the whole concept only worked because of the branding.

      I was able to continuously revisit the "Unlocking. Life!" brand message - giving the USP legs. And providing a strong flow throughout the copy.

      So yes...

      Branding does matter. And it's not this mysterious thing.

      It's just you being clear with your biggest benefits and communicating them in an authoritative way.

      Thanks for the feedback Steve. You're awesome.

      Mark
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  • Mark,

    Thanks to you I am just about beginning to "get" the branding thing.

    But WILL you stop banging on about it (lol).

    Seriously here's what I think...

    Wouldn't it all a bit easier to concentrate on the "big idea" then the "theme" for the promo (fused with outstandingly good copy).

    If you do all this extraordinary well - the branding falls beautifully into place.

    And not only do the good people have wonderful "concepts and percepts" about the advertiser.

    They are falling over themselves to buy.

    It's always about selling.

    That's not quite true. It's about making people want to buy.

    And ensuring they do.


    Steve
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    • Profile picture of the author Mark Pescetti
      Originally Posted by Steve The Copywriter View Post

      Wouldn't it all a bit easier to concentrate on the "big idea" then the "theme" for the promo (fused with outstandingly good copy).

      If you do all this extraordinary well - the branding just falls beautifully into place.

      Because the good people have wonderful "concepts and percepts" about the advertiser.
      Steve
      The big idea and branding are pretty much synonymous in my eyes.

      They both allow you to enhance long copy sales letters and one-liner ads alike.

      The difference being that branding usually makes a campaign look and feel more refined. The big idea doesn't necessarily compel business owners to make everything about their campaign come across as being uniform (i.e. look, feel, colors, header, logo, etc.)

      Mark
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  • Right then...

    Branding is -

    The "big idea" with a few extra bells and whistles to make it consistent.

    I can live with that.

    And have now got to say...

    Good branding is cool.

    Steve
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    • Profile picture of the author Mark Pescetti
      Originally Posted by Steve The Copywriter View Post

      Right then...

      Branding is -

      The "big idea" with a few extra bells and whistles to make it consistent.

      I can live with that.

      And have now got to say...

      Good branding is cool.

      Steve
      LOL... Love it Steve.
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    • Profile picture of the author Mr. Subtle
      Originally Posted by Steve The Copywriter View Post

      Right then...

      Branding is -

      The "big idea" with a few extra bells and whistles to make it consistent.

      I can live with that.

      And have now got to say...

      Good branding is cool.


      Signature

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      • Mark,
        I have to say that flow and continuity are two anchors for me when I write copy.
        Thanks for all the insight with branding. That was a fine contribution of interesting information. All the best.
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        • Profile picture of the author max5ty
          Mark
          We should should just be grateful some of these guys are taking the time to put out a WSO.

          We're talking people here who make upwards of $1.000,000.00 a month.

          Taking the time to put out a $7.00 WSO is truly honorable...their primary focus is just to share their secrets so the little guys can make it too.
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          • Profile picture of the author Mark Pescetti
            Originally Posted by max5ty View Post

            Mark
            We should should just be grateful some of these guys are taking the time to put out a WSO.

            We're talking people here who make upwards of $1.000,000.00 a month.

            Taking the time to put out a $7.00 WSO is truly honorable...their primary focus is just to share their secrets so the little guys can make it too.
            MaxiPad!

            Long time bubba.

            I work with a billionaire. He has been throwing me work for a couple years now. And even when he's just paying $5,000 to sell a $7 ebook, he still wants good branding - so the people he's trying to help GET it.

            I tend to trust his opinion more than yours - considering he backs up his opinions with total transparency.

            Mark

            P.S. I'd still like to know who you really are. I've heard rumors.
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            • Profile picture of the author max5ty
              Originally Posted by Mark Pescetti View Post

              MaxiPad!

              Long time bubba.

              I work with a billionaire. He has been throwing me work for a couple years now. And even when he's just paying $5,000 to sell a $7 ebook, he still wants good branding - so the people he's trying to help GET it.

              I tend to trust his opinion more than yours - considering he backs up his opinions with total transparency.

              Mark

              P.S. I'd still like to know who you really are. I've heard rumors.
              Ok, let me make sure I've got my head wrapped around this...

              A billionaire pays you $5000 to write a WSO to sell a $7 ebook...and he posts here on the WF and is completely transparent?

              I was responding to your OP which was about WSO's.
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  • More good stuff about branding and sex tapes here:

    http://www.warriorforum.com/copywrit...ess-story.html
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    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
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  • They may not be clicking the link for the brand bit.

    But Joe's post had good branding.


    Steve
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  • Profile picture of the author Mark Pescetti
    @Maxie...

    Point is...

    It doesn't matter how much money you have.

    If you're going to put something out as a WSO or otherwise, do it right - so the people who benefit GET it.
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