Would you like to see and hear Frank Kern's thinking behind his latest sales letter?

Yeah I'm assuming that direct mail letter is what has driven leads into
their funnel which has converted into $200,000 in a week...
and will be part of the webinar subject.

Love the reasoning why he did things in that letter.

Best,
Ewen

This is demonstrating the massive need for absolutely fantastic presell copy.

It's not just about getting opt-ins for a webinar or basic squeeze page.

Nope.

It's about getting prospects into the right frame of mind...

...and only getting clicks that will drive up your conversion rate.

Mark

You've got it! Frank is not selling copywriting services so why this explanation?
Just to get you to read the letter and for him to appear honest and forthright at
the same time. If I tell you how I am trying to persuade you then this makes
me an honest persuader.

-Ray Edwards

In Mass Control, Frank walks you through the elements in the email series leading to the launch. As a "newbie" one of the most profound things I learned was the the power of implication.

For example In the first email to his list, he asks his list for questions. "I understand that the this report I gave you on.......might be a little overwhelming.....just to let you know I'm a real person and when I first got into......I was new too, and had some questions, so here's my email address....

In the second email to his list, he begins with: "Bob, oh my gosh, listen, I sent out the email and had my email in there and I'm happy to hear from everybody, but I just wanted to let you know that I've been absolutely flooded with emails".

Frank explains that you basically began the process of creating scarcity when you finally a launch your product or service. He throws subtle phrases like that through out the series of emails leading up to the launch too create anticipation and put the reader in the mindset of taking action quickly.

Even though I am new to writing copy, I've been in sales over 15 years. I understand that if I say it, it may not be true, but if I can paint a picture and get the reader/prospect to make that assumption, it's like magic!

As I'm writing this, I just realized you seasoned copywriters are thinking "Duh".....we already knew this.

But to me, learning to say something without actually directly saying it is genius.

Thanks for putting up with the ramblings of a newbie....


Eric

In the video, Kern says he wrote it.

I'm not one to worship at guru shrines, but I believe him.

Alex

I heard once that Brian Keith Voiles (I hope I spelled that right) did some writing for him years ago. I did see that letter on the video. Really well laid out.

Ben, I'm not sure if he still does it, or if there's a way to access the archive... but check out Michel Fortin's site... successdoctor.com I think it is.

Anyways, he used to have a monthly video critique in which he'd go over a marketer's sales copy and make live edits and changes, right there.

I watched a few of these critiques YEARS ago, and it helped a lot.

But again, not sure if he still has that access to them on his site. Michel's a great copywriter and his critiques of marketers' copy was great because this was copy that was already pretty well done, and it was circulating and out there... and Michel simply went in and dissected it live and made it better.

Brian Keith Voiles
free, requires email address, no connection
Killer Copy by Brian Keith Voiles

Michel Fortin
The Copy Doctor
as suggested above per Shawn
http://successchef.com/copy/
scroll down page to example critique

Ross Bowring
Naked Sales Letters WSO
paid product no connection

Vin Montello and friends
Marketing Clambake Marketing Makeover
http://marketingclambake.com/2012/06/12/weight-loss/

Others have mentioned critiques, it's harder
to find an ad writer's comments why he did things
in the ad.

Dan Kennedy use to do it as a paid membership.
I don't know if he still does it.

I've posted 2, one for a web designer and one for a carpet cleaner.

Plus 2 which are more brief and how much money they
brought in. They were for a builder and a plumber.

Best,
Ewen

Kevin Rogers published a PDF called, "Behind The Copy, Anatomy of a #1 Clickbank Sales Letter"...

http://www.rogerscopy.com/BehindTheCopy-MOLB.zip

Alex

Ray Edwards (raydal) - Sales Letter critiques:
https://www.youtube.com/watch?v=rfIIGJX-PME
https://www.youtube.com/watch?v=HDYCtOuwIbo
https://www.youtube.com/watch?v=hl_12ZoaGik
(more available)

Craig Garber - Sales Copy critique (7 videos) - 2009
Part 1 of 7
https://www.youtube.com/watch?v=UqfNGi_q_T4

Lawton Chiles -
Sales Copy Critique: What Are Sales Copy Critiques & How Do You Know If You Got A Good One?
https://www.youtube.com/watch?v=fT4_OL-0Sew

Craig Garber - Sales Copy Critique (6 Videos) - 2008
Part 1 of 6 -
https://www.youtube.com/watch?v=KtQvp7xi7IA

I don't think Frank wrote this. I agree with Max5ty above.

However...

You're absolutely right.

Getting inside the mind of a copywriter - listening to him/her tell you what techniques they used... and why... is powerful.

"It's not what you do, but how you do it."

That one statement pretty much encapsulates why only a small percentage of copywriters are consistently successful.

Mark

That's what I alluded to, however you Ross made it much clearer.

I wonder if all writers can go back and look at their work
and say why they put that there and name the device/persuasion
tactic?

Would be interesting.

I know I like to go over my writing and see the persuasion elements in place
and name them.

Best,
Ewen

Who's Frank Kern?

And just because Frank wrote it, don't assume it's a home run.

The most honest copywriter is Joe Sugarman who talked openly about the ads that bombed.

To learn from it, look at the simple Halbert modeling and style.

Pay attention to the grade level of the copy.

Note the formatting of the sales letter.

Hey Vincentz, we need to talk.

Your ad campaign idea would work if we made a few tweaks.

First call out your target audience.

If you had a Kindle book,
make it a physical book at CreatSpace.

Offer to send it to the reader for free, only pay for shipping.

On the thank you page, make an offer.

In your case, a free marketing plan.

Here's the $30 million reason for asking
for a little bit of money before the reader
sees your core offer, more buy it.

Those that don't take up your core offer,
you feed them other $7 or below offers.

On the thank you pages is your core offer.

Here's an ad example...

-----------------------------------------------------
Insurance Rep?
Would you like a FREE copy of my book One Call Closing
For Insurance Reps sent to your office? Click here if so
xxxxxxxxxxx
------------------------------------------------------

See the call out who it is for?

Asking a question is hard to ignore.

He has a choice get the free book or not.

He knows the book is specifically for his profession
and it is about their biggest problem,
chasing prospects.

Plus it is an offer never seen before,
a book author giving a copy of his book
for FREE.

A great ad has these...

Call out to the right person

A very specific piece of information
that helps the reader solve a very specific problem

An offer that hasn't been seen before
which creates curiosity.

Best,
Ewen