Today, for the first time ever, I took a closer look at Parris Lampropoulos’s Copy Vault sales page.
Parris, who is an A-list copywriter, offered the Copy Vault training back in 2018. And back in 2018, when I decided I wanted in, I raced past the sales letter and went straight to the order page. Rabbit brain.
So today, while working on a project, I finally took a closer look. And right away, I saw something odd. The headline reads:
For the First and Last Time Ever,
Parris Lampropoulos Opens the Vault and Reveals His Top Wealth-Creation Secrets
for Copywriters and Marketers
Hmm. That sounded strangely familiar.
The bit calling out copywriters and marketers… the promised secrets of wealth-creation… and that “first and last time” thing…
Had I seen all of those somewhere before? Oh yeah. Of course:
Available on DVDs for the First and Only Time…
“Gary Bencivenga’s
7 Master Secrets
of Wealth Creation
for Marketers and Copywriters”
That’s the headline that Gary Bencivenga, an even more famous A-list copywriter, wrote for the sales letter for his farewell seminar, back in 2006.
Coincidence?
Hardly. Rather, it’s the #1 wealth-creation secret for any marketers or copywriters who are willing to listen. Here’s why.
I recently heard marketer Caleb O’Dowd talk about how he does research. Caleb said two things.
First, when you enter a market, you should look at your top 3-5 competitors. (Or I guess one is enough, if your competitor happens to be Gary Bencivenga.)
Caleb said there are reasons why those people are at the top. So reverse engineer their successful sales letters… figure out those reasons… and you too will know exactly what to say to prospects to get a response.
Very obvious, right?
Right. But still something that was eye-opening to me. Because while I’ve spent hundreds of hours of research on copywriting projects… very little of that time went to analyzing copy from the competition.
Silly me. That’s something I will change starting now.
And what about the second tip Caleb had about research?
Well, that’s in the video below.
The video is from the Q&A after-party of the recent Clayton Makepeace tribute. It features a bunch of A-list copywriters, including Gary Bencivenga and Parris Lampropoulos, answering questions.
I personally think it’s worth watching for Caleb’s answer alone. But perhaps you’re wondering if you really need another Obvious Adams tip on research.
In that case, let me repeat something I wrote a few weeks ago, also in connection to Caleb:
“Caleb said deep research is the kind of thing very few marketers are willing to engage in. But those who do inevitably wind up at the top of their market. They don’t just succeed, they have breakthroughs, and they make millions.”
By the way, Caleb isn’t the only one to put such a premium on research and understanding your audience.
Gary says the game is won or lost in research. He calls deep research the “launchpad of copywriting breakthroughs.”
And Parris says the #1 secret in copywriting — more than any technique or book — is to understand your audience.
In case that’s sufficient motivation for you to find out Caleb’s other research tip…
Well, let me interrupt for a second. And say that, if you are a copywriter or a marketer, and you’re after wealth-creation secrets, you might want to sign up to my email newsletter.
And now, if I’ve convinced you about the value of research, and you want to see what Caleb’s second tip is, here’s the video: