Yesterday, I got an interesting course creator question from Gasper Crepinsek. (For context, last week I promoted Gasper’s ChatGPT Mastery, which is delivered as a 30-day email-based course.) Gasper wrote:
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How do you go about writing cliff hangers to the next email (that open curiosity loop)?
We already have a pretty high completion rate on the course but I want to make it even bigger. And this seems like a way that could potentially help.
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This reminded me of a time I heard A-list copywriter Parris Lampropoulos during a Q&A. Somebody in the audience asked, “What kind of copy would you write to address the objection, “I need time to think about it?'”
Parris, who is as skilled and as knowledgeable a copywriter as there is, said he wouldn’t rely on copy to do this. Instead, he said he’d use the structure of the offer itself – a deadline, a limited number of spots, etc.
And so it is with my answer to Gasper’s question.
Gasper is ultimately how to tease content in a sexy way ie. how to write sales bullets.
I have an entire course about how to write sales bullets. It’s called Copy Riddles. It’s great. If you want to learn how to tease people so they pay you for the information you’re selling, then Copy Riddles is the way to go.
But when it comes to the much harder task of getting people to consume how-to info they’ve already paid for, or to complete a course, or to watch a training all the way through — and to actually get value out of it — then I wouldn’t rely on sales bullets, or on open loops, or on copy in general.
Instead, I’d rely on the structure of the course or info product itself.
I created on a training last year all about this.
It’s called 3rd Conversion, and it’s about turning one-time buyers into long-term customers by getting them to consume and digest your info products.
I’ve only offered 3rd Conversion once before, as a live training last November.
But if you like, can get your own copy of 3rd Conversion right now.
Taking a page from Parris’s book, there’s a deadline, tomorrow, Sunday at 12 midnight PST to act. After that, 3rd Conversion goes back into the vault to wait for the next four-planet alignment.
If you need some help making up your mind, here are a few comments I got from people who attended the 3rd Conversion training live.
#1. From Jeffrey Thomas, in-house copywriter at MarketingProfs:
“JOHN this was one of the best trainings I’ve been a part of. I cannot express how excited I’ve been and I’m already reworking my presentation’s overdue slide deck.”
#2. From Folarin Madehin, freelance copywriter:
“The 3rd Conversion call was great, John! But I already expected that going in. I know you said to look at the training as more than a checklist, but that’s what was most on my mind, lol. ‘Here’s a list of stuff I can check to make products more awesome!'”
#3. From Antonet Vataj, owner of Ann Vee Marketing:
“I just wanted to drop you a quick note to say how much I absolutely loved your live class. It was perfectly timed for me, especially since I’m putting out my own offer for a done-for-you course blueprint. Your presentation was not only engaging but also such a clever demonstration of your course content in action – I was taking mental notes the whole time! (And trying to resist writing everything down lol)”
#4. From Shakoor Chowdhury, digital marketer:
“I gotta also say the way you [a list of stuff I’ve done in the past to get people to consume my courses and trainings] makes you an effective teacher and I think there is a lot to be said about the way you teach compared to traditional schooling which teaches us nothing because there is no incentive to listen and no incentive to use it or use our own initiative to ’test ourselves’ like you have done…”
“I normally get bored easily, but you were able to keep my attention throughout the entire training with minimal distraction, mainly through [some of the techniques I used inside the actual 3rd Conversion training to encourage people to consume it]… perhaps the ’tiktok generation’ has some hope after all.”
#5. From Pete Reginella, email marketer and copywriter:
“Finally got the chance to use what you taught in the 3rd Conversion training. And it went great. I did a workshop on influential and persuasive storytelling, and I modeled it according to what you taught. First time I’ve done a workshop and after sending the recording getting replies about how much people loved it.”
If you’d like to get 3rd Conversion, before it disappears: