First Time Ever Released:
The Unfair Advantage In Writing
A Letter That
Makes Money
From: Brett McFall
THE MCFALL REPORT
The World's Best Advertising Secrets - MADE SIMPLE
Dear Friend,
Did you know that
demand for
meteorites is so great that "meteor hunters"
can command $1,000 per pound from eager buyers.
Some "meteor hunters"
have become millionaires just from the sales of
their findings.
Amazing huh? And true.
But guess what? Just in case you haven't found
any meteorites lying around the house this week
to sell, here's another way to guarantee you
make some decent money in your life.
Had a brilliant seminar around a week ago -
"Dream Life." Run over two days in
Melbourne, Australia, the crowd was alive and
energetic. The presentations were 'killer'. A
great weekend was had by all. And over $65,000
was donated to the charity, "SIDS & Kids" from
the ticket sales.
Now why am I telling you this?
Well because there's a very important ... and
profitable ... lesson for you to learn. In fact,
if you're serious about discovering how to turn
your words into cash, then this could be the
most important MCFALL REPORT I've ever written.
Here's why...
We are all experts in hindsight aren't we? We all
"know" something is going to either work
... or not
work - AFTER the fact, yeah?
Same for us copywriters. When it comes to writing a letter to sell
your product or service, I don't know any
copywriter who feels comfortable that their
message is DEFINITELY going to "sell" before it
hits the market.
But would you like to know my secret for
stacking all the cards in your favour? So that
you can virtually count the money before anyone
even sees your message? Would you like to
know how to do that?
Okay, here's my little secret:
"Build on
previous successes"
Yep, you could become a "killer copywriter" in
record time if you follow this secret alone.
Here's what I mean:
Back to that seminar I was telling you about.
Basically my business partner and I created that
event inside 3 weeks. It was a spur of the
moment thing - we found that we had some time
spare in between other projects, so we said
'what the hey' and just did it.
From concept to execution we had 21 days. At the
end of those 21 days, 265 people were registered
for the event. With many flying in from
interstate and overseas to witness it.
Now I'm sure you're guessing that I used a sales letter
on a webpage to encourage people to come. And with just
3 weeks to make it all happen, I really didn't have much
room for error.
So I used a "power tactic." I did something that
very few other people do - I used 3
different sales letters to market the event.
Which is why I'm writing to you today. So that I
can give you the "unfair advantage" in writing
letters that sell like crazy.
Now the good thing was that none of the letters
bombed. In fact, many of the experts say that if
you can write a sales letter which converts just
1% of your visitors into customers - you've got
a winner.
Well the letter which pulled the LEAST sales
still pulled in 2.8%!!! So that's
a great result.
How would you like to see each of the letters
and hear their sales results as well?
Wouldn't this by a HUGE advantage? I remember
when I first saw the "Unfair Advantage
Letter Book" by Bill Myers back in the
90's. That made copywriting so much easier,
because you could see the marketing piece and
read about the results it got. It gave you so
much more predictability.
Did you know that
Beethoven poured
ice water over his head
when he sat down to create music, believing it
stimulated his brain?
Yep.
Well ... gladly
... you won't have to do that because you can
look over my shoulder and get some creative
stimulation backed by REAL results.
One of these letters pulled
2.8%
conversion rate.
One pulled a whopping
5.7%.
And another pulled ... wait for it ...
7.2%!!!
Okay, so here's
how it's going to work.
I'm going to give
you the links to the 3 sales letters below, and
then why don't we have some fun and have you
guess which one did the best.
So
how good are you at picking a winner?
Here's your chance big shot...
SALES LETTER #1
This was the first one I wrote. Used a lot of
proof that we knew what we were doing.
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SALES LETTER #2
This one used
less proof but featured a recording explaining
how
easy it was to create product ideas plus a
different opening to the letter.
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SALES LETTER #3
This one was much
shorter - just like a lot of people who come to
our seminars say they would rather read. And it
was written from our event co-ordinator's angle.
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Now so that you get the full benefit from this lesson, I
recommend you stop what you're doing right and read them
all, even if you only glance at them the first time. On
the other hand, you may be too excited to find out the
answers and want to see the results below
That's okay, perhaps
you'll be intrigued enough to go back and read them.
Whichever order, I don't mind. Just make sure you read
them and model them - especially the one that got a HUGE
conversion rate.
Are
you ready for the results?
Select with letter you think made the most money
Okay, made your selection?
Let's see how you went.
SALES LETTER #1
This letter was fantastic. I modelled it loosely
on another I'd seen working in the UK. For us it
amazingly turned
5.7%
of visitors into customers.
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SALES LETTER #2
This letter is
the one. My favourite too as I'd written a
version of this letter from scratch in about an
hour, about 6 weeks prior (to sell a small
seminar of my own). With just a few changes and
additions, it was ready to sell for for this
event too.
And yes, it won
like crazy - turning
7.2%
of visitors into paying attendees. So happy.
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SALES LETTER #3
This one was the
shorter one remember? And time after time
"beginners" shout that sales letters should be
short, short, short. Well in fact, this format
had worked extremely well for us in
selling seats to an "Underachievers
Weekend" about 2 years prior. And
considering it pulled a
2.8%
conversion, it's still a killer - it
unfortunately was losing us sales in comparison.
* A little secret about this one
- I didn't even write it. This one was written
by a first timer! It was actually written by the
woman at the top of the page - her first ever
attempt at copywriting a sales letter with NO help from me.
A damn good effort. Well done.
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Well how did you go?
Even if you
didn't pick the winner, what's important is that
you realise the power of testing and measuring.
Can you see how powerful it is?
Think about the sales I would have lost if I
hadn't put letter #2 into the mix?
Now
what do you do?
Well if you're smart you'll model LETTER #2 for your own
purposes. That's a proven winner 2 times over.
It originally sold out a
100 person event for me in 5 days
(making
$20,000 which I donated to
charity)
... and then helped sell out
this 280 person event in 3 weeks
(making over $65,000 which we
donated to charity also).
Now I can't emphasise enough that if you truly want to
become a kick-arse copywriter or you just want to be able to
sell more of your product or service, then you need to print
this page out and keep it under your bed (okay well maybe
that's going too far - but you get the point right?).
Will these letters work for
you? Probably. But of
course, you'll need to put in the same great offer ... add
the same credibility ... and show it to a market that is
keen for what you're selling. All critical points for you to
remember.
But bottomline is you're
going to need to do that anyway, no matter what letter you
write. At least this way you'll have an unfair advantage
over your competition because you're choosing to ...
"Build on
previous successes"
Till next
issue, enjoy and profit.
Warmly,
Brett McFall
P.S. Another little tid bit for you
based on this letter - the event that was the subject of the
sales letter we've been talking about ... "Dream Life"
... got some amazing publicity too. Yep, it hit the headline
news. For a video of the news clip, just watch this:
CLICK HERE FOR TV NEWS FOOTAGE
©2006 Brett McFall
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