Last month, I sent out an email about a training I want to put together, on how copywriters can create their own offers. I’m still planning to put that training together, and I will have it out later this month.
Anyways, in that email, I asked for input. What’s your current situation… what’s holding you back from creating your own offer… what questions would you wish that I answer if I put this training together.
I got some good responses. But one reader got greedy. He decided to treat me like the genie of the lamp, and he wished the forbidden wish:
“Tell me how to create an offer that’s guaranteed to be irresistible!”
Upon hearing this, I bounced around like an angry djinn, exploding into a million little exasperated stars. “That’s like wishing for more wishes! ‘Guaranteed’? ‘Irresistible’? It cannot be done!”
But then I rematerialized into my human form. I scratched my blue genie head, pulled on my genie beard, and thought for a moment. I reached back into my ancient genie memory, spanning thousands of years, thousands of copywriting books, and thousands of sales campaigns.
I realized there is a way that’s almost guaranteed to produce irresistible offers.
At least, I found there’s a common element to all the offers I’ve created which ended up successful. On the flip side, I also found this element was lacking in all the offers which fizzled.
I won’t spell out what this magical element is — not here. It’s something I will reserve for my Mystical Cave of Secrets, aka that training about offers I will put on later this month.
But I can give you an idea of what this element is, using my most successful offer to date, Copy Riddles. If you pay close attention to what I’m about to say, you can figure out what I have in mind.
Here goes:
Copy Riddles is built around a simple bit of advice by the legendary, multimillionaire copywriter Gary Halbert.
Gary’s bit of advice has been endorsed by A-list copywriter Parris Lampropoulos. Parris said that if you follow Gary’s bit of advice, you’ll learn to write copy and make lots of money. And Parris should know — because he himself followed Gary’s advice, applied it, and made lots of money.
Parris isn’t the only one. Marketer Ben Settle also admitted that he followed Gary’s advice and profited as a result.
And another Gary — Gary Bencivenga, who has been called America’s greatest living copywriter, said he managed to beat a control by Gene Schwartz as a result of following this same approach that Gary Halbert advised, though he arrived at it independently of Gary Halbert.
And what is that bit of advice?
It’s simply to look at sales bullets from successful sales letters, and to compare those bullets to the source in the book or the course or whatever that the sales letter was selling. That’s how you can spot the “twists” that top copywriters use to turn sand into glass, water into wine, lead into gold.
So that’s what I did.
I tracked down both the source material, and the bullets that sold that source material. But not just any bullets. Bullets written by A-list copywriters — including the two Gary’s, including Parris, including many more like David Deutsch and John Carlton — who were all competing against each other in the biggest big-money arenas of sales copywriting and direct marketing.
And then, rather than just creating a how-to course based on the tricks and tactics that I saw these A-list copywriters using in their sales bullets, I created a fun, immersive, exercise-based experience that I summed up in the title of the course, Copy Riddles.
Result? Here’s marketer Chew Zhi Wei, who went through Copy Riddles a while back:
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By the way just wanted to thank you for such an amazing course. This might be one of the most valuable courses that I have ever have the privilege to attend. So much so that I even feel that you’re underselling how much value you’re actually gifting away. Thank you so very very much.
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Is it clear now how to make an almost irresistible offer? I hope it is. And if not, you can find it discussed in more detail in rounds 6-12 of Copy Riddles, with round 11 being particularly relevant.
If you’re curious about all that, here’s where to go: