Gary Bencivenga

The mere puffery of sales pages

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Back in 1997, Pizza Hut sued Papa John’s Pizza.

They claimed that Papa John’s slogan — “Better ingredients. Better pizza” — was misleading advertising.

After all, who’s to  say that better ingredients do indeed make for a better pizza? It sounds like some kind of tomato-industry propaganda.

Anyways, the initial ruling was in Pizza Hut’s favor. On appeal, however, Papa John’s won out.

The court decided that Papa John’s slogan was mere puffery — meaning an empty exaggeration that didn’t influence buyer behavior.

I thought of this today because I finished up the sales letter for my new book on essential oils.

And as usual, I sent it over to my trusty proofreader and copy editor.

AKA my mom.

“It’s good,” she said, “I just feel like it might be a little too broad.”

“You mean it’s too long?”

“Yes,” she replied. “It reads nicely, I’m just not sure that anybody would read all this.”

And she’s definitely got a point.

Even though this sales page features some valuable information (thanks Gary Bencivenga) and a bunch of curiosity-baiting bullet points, I’m not sure I would read it all myself if I were my own potential customer.

No surprise there.

In fact, for many of the online purchases I’ve made in the last year or so, I did not read the sales page. I was already sold long before I got there, and I just scrolled straight to the end to the “BUY NOW ” button.

I expect the same to happen with my customers — because they can only get to this sales page from my emails, and I expect them to be pre-sold thanks to those emails.

So is the sales page mere puffery in that case?

In other words, is it just empty advertising that doesn’t influence buyer behavior?

It might well be.

After all, several respected marketers I follow have had successful product launches by sending people straight to the checkout, no sales page in sight.

It’s something I might try in the future, as I get more experience selling to this particular audience.

For now though, if you want to get an idea of the kinds of emails I will be writing to actually sell this course, sign up below to get a free copy of my upcoming book.

It deals with email marketing for the health space, including for info products like the one I’m launching. Here’s the link:

https://bejakovic.com/profitable-health-emails/

4 quotes about the unimportance of sales copy

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I was listening to the latest edition of the Copywriters Podcast, in which David Garfinkel interviews Brian Cassingena.

Brian used to be the head copywriter at Mindvalley, and now he seems to have gone rogue, helping individual businesses improve their sales funnels.

David asked Brian about the biggest mistake he sees with funnels. This was Brian’s response:

“[Businesses] are not split-testing enough. We assume — copywriters are the same — we assume we know what would work best.”

Isn’t that what you pay a copywriter for though?

A good copywriter — an A-lister like Brian — can be expected to get top-gun results much of the time, or at least drastically outperform some schmuck off the street.

Right?

Maybe not.

Here’s what Dan Ferrari, another big name who writes sales copy for the Motley Fool, has to say on the topic:

“The C-level marketers that test 50 promos per year will beat the A-list marketers that test 5.”

What?

Come on, Dan.

Seriously.

What about guys like Gary Bencivenga, whose copy never lost, always became the control, and made his clients millions of dollars without fail?

Well, here’s Gary Bencivenga himself, describing a part of his decision process on whether he would accept a project or not:

“What I really want to know about the advertising is whether or not I see an easy way for me to beat it. If the advertising was created by somebody like Clayton Makepeace, it’s an immediate turnoff.”

The fact is, Gary wasn’t “selling ice to eskimos.”

He would only take on “easy” projects where he had a great chance of succeeding right up front (no harm there, it’s a smart strategy).

And even then, he would spend months and months upon research, to ensure he would really get the best angle.

Which leads me to the final quote, this from Ben Settle (I’m paraphrasing):

“Copywriting isn’t hard if you know your market well.”

The thing is, copywriting isn’t some dark art where you either know the magic spell or you die.

Instead, it mainly comes down to two things:

1. Researching your market.

2. Testing to see which appeal works best.

If you want to see how this simple 2-step approach can successfully be used in practice (specifically, for selling health products such as supplements), you might like my upcoming book on email marketing for the health space.

It’s not out yet, but you can sign up to get it for free when I do finish it. Here’s the link:

https://bejakovic.com/profitable-health-emails

When infotaining emails fail

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In 1975, the great copywriter Gary Bencivenga joined an upstart direct marketing agency.

They soon put out a gutsy ad in the Wall Street Journal to hunt for new clients. The headline ran:

“ANNOUNCING A DIRECT RESPONSE ADVERTISING AGENCY THAT WILL GUARANTEE TO OUTPULL YOUR BEST AD.”

There were only two catches:

1) You had to give Gary & co. creative freedom on the kind of ad to write — only legal and factual approval was asked for and allowed.

2) You actually needed better advertising. In Gary’s own words, “If we think your present advertising is excellent, we’ll tell you.”

I thought of this today because I’m looking over the wreckage of several email campaigns I wrote for a client over the past few months.

I put in serious work on these emails, and I thought I did a great job. When I handed them over to the client, he loved them. But apparently, they are underperforming what he was using earlier.

The thing is, I saw the earlier email sequences, and I was confident I could do better. They were dull and too heavy on the teaching, and I was going to make them intriguing and infotaining.

But that’s not enough.

What I should have asked for in addition to seeing the email copy is a breakdown of where the sales were coming from.

Were they all on day 0, and people weren’t even reading the emails?

Did sales trickle in as the relationship was established (which means that people actually liked reading the old emails)?

Was it all about the discounts (and was the copy largely irrelevant)?

Were the emails actually making any sales (the client hinted that they weren’t making any money through email marketing)?

Too late to ask now, because the client seems to have moved on to greener pastures.

However, going forward, I’ll insist on this sales info for two reasons:

1) It will help me decide whether I can in fact write emails that will do better. It’s not just about seeing the copy, but about finding out how that copy performs.

2) If I feel I can beat the emails, this info will give me useful clues about how to best do that.

Maybe obvious. But even old Gary above didn’t think to ask for the results in his gutsy ad — which makes me feel a bit better.

Marketing heresy from the world’s greatest living copywriter

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A while back, I was writing a sales letter for a probiotic and I was stuck for a headline.

The unique thing about this probiotic was that the strains it contained were proven effective in clinical studies (unlike just about every other supplement out there).

But that’s a really ugly, non-benefit-oriented feature to highlight in a headline.

So I borrowed a technique that I’d heard of in copywriting legend Gary Bencivenga’s farewell seminar. The resulting headline went something like this:

“Announcing a doctor-formulated probiotic that’s been clinically proven in controlled human studies to…”

And then it went on to list the 7 or 8 separate proven benefits that this probiotic was actually proven to deliver.

When I first heard of this headline technique, it seemed weak to me. After all, isn’t all good copywriting focused on a single, overriding idea? It certainly seems to be the conventional wisdom, and even I’ve done my part in propagating this.

And yet, here we have Gary Bencivenga, widely acknowledged as the greatest living copywriter, somebody who’s won control after control, and who’s been privy to the results of tens of millions of dollars worth of advertising tests, saying that you can have a headline that’s effectively trumpeting a half dozen separate benefits.

“Our *three* benefits are fear, surprise, and ruthless efficiency”

And Gary doesn’t stop there. I was just re-reading an interview he’s done with another famous copywriter, Clayton Makepeace, and I came across the following:

“I know this sounds like heresy, but I’d much rather have in a good direct mail package three or four or 10 good reasons to buy, than to have to sacrifice nine of them in favor of the one USP. The USP really can be misapplied to direct marketing where you have the luxury of closing the sale on the spot and can give one dominant reason to buy but also seven or eight other reasons. You don’t have to abide so religiously to a single Unique Selling Proposition.”

So what to make of all of this?

Maybe Gary understands copywriting at such a deep level that he can afford to break rules that apply to the rest of us.

Maybe he’s just stating in a slightly stronger form what many copywriters already do (“give one dominant reason to buy but also seven or eight other reasons”).

But maybe, just maybe, the current emphasis on “The One Big Idea” is a bit of a fad, and maybe there are other effective ways to create a successful direct marketing promotion.

Interesting guarantees, part 1

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“You’re going to like reading this post. I guarantee it.”

Guarantees are a penny-a-dozen throughout marketingworld. And even double-your-money-back guarantees aren’t so unusual. Typically though, they are reserved to fairly small offers.

Today however, I came across a version of a double-your-money-back guarantee that’s pretty enormous. I heard about it on a conference call put on by Justin Goff and Ian Stanley. Both of these guys are very successful marketers and copywriters, and they were on the call sharing their experience and answering questions about marketing.

At the end of the call, Justin made a pitch for his Beat Your Control Seminar. This is a $25k affair where he will share his 18 “control beaters” and work with businesses to improve on their marketing funnels.

And that’s where the massive guarantee comes in. Justin’s promise is that he will beat these companies’ controls within 48 hours, and make them an extra $100,000 to $5 million this year. If he doesn’t, he will write them a check for double the money they spent to attend — a $50,000 guarantee.

Now I’m not sure whether Justin is really so experienced that he can beat every control out there. Or whether it’s a marketing strategy. Or whether he is simply ok losing that money with a few customers because he will recoup it with others, especially down the line.

Perhaps he’s simply counting on the quality of information that he’s sharing, and on his skills as a consultant, so that for anyone who attends his seminar, the promise and the guarantee will become irrelevant.

I remember reading something similar about Gary Bencivenga. When he joined an upstart marketing agency, they ran an ad in the Wall Street Journal that said they will run a test — either they beat your control or they will refund your ad spend costs. Apparently they got a ton of business from that ad, but nobody was interested in running the test — they just wanted to hire Gary’s agency outright.

A similar offer from 40 years ago.

Anyways, Justin’s guarantee was big and specific and impressive enough that I wanted to record it, in a similar way that I recorded an interesting offer last time. I’ll keep recording interesting guarantees and offers going forward. Which brings to mind something else Gary Bencivenga wrote:

So, Top Gun, what “red shirt” should you be looking for in your marketing campaign? What do you think is the one thing that could most easily double your response? A breakthrough headline? Hot new premium? A lapel-seizing lead for your letter?

Decide what it is, then start looking for it today. And don’t close your eyes until you find it.

6 ways to stir up curiosity (cont.)

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Onwards and upwards. Continuing from my post yesterday, here are 3 more ways to create and amplify curiosity:

4 Flaunt the velvet pouch

When it comes to copywriting, the method of the velvet pouch is possibly the sexiest, most effective, and most profitable way to create curiosity. It certainly seems to be very prevalent on the Internet today, particularly in long-form sales letters and VSLs.

In many ways, the velvet pouch idea is a combination of several of the techniques from yesterday’s post. But I also feel like this method is tapping into human psychology on some unique, fundamental level, and that’s why I decided to include it on its own.

I found out about the velvet pouch technique from Michael Masterson’s and John Forde’s Great Leads. Here is the relevant section from the book, which is talking about lesson from a door-to-door salesman named Harry:

After gaining admittance to the apartment, Harry would start his pitch about the quality of our cookware, taking out the pots and pans individually from the case. But they were each encased in plush, royal blue velvet pouches. As Harry described the features and benefits of the cookware, he would gently massage the pots, first from outside over the velvet pouches, and then by slipping his hands inside them but still keeping them hidden from the prospect.

“Just keep your eye on the customer,” he told me. “In the beginning they’ll be looking at you. But as you go on, you’ll notice that they will shift their focus to the pots and pans. That lets you know they are getting interested. Keep hitting them with the benefits while they stare at what you’re doing. And never, ever tkae the pots out until you know they have the prospects’ full attention.”

Masterson and Forde use this story to kick off their chapter on what they call the secret lead. In other words, the velvet pouch is all about the mystery and intrigue that builds up when a secret is hovering around in the air.

In some ways, this is similar to a combination of the open loop and the teasing from yesterday. But like I said, there also seems to be a fundamental human hunger for secrets, even if they aren’t clearly associated with any benefits. I think that also explains why “secret” and “mystery” are marketing power words that can in many ways make a headline on their own.

By the way, I think trying to disqualify yourself (or what you’re offering) can sometimes work in the same way as a secret. Once something is taken off the table, people suddenly become more intrigued by it. That’s why I think the start of my post from two days ago is in some ways also a secret lead:

Fair warning: the following post contains some sexual, politically incorrect references. It might offend some people.

It’s ok to click away. But if you insist on reading, here goes:

5 Be different

 

 

 

 

 

 

 

6 Be new/Share news

The new kid on the block

When Gary Halbert died, Gary Bencivenga wrote a post explaining why Gary H.’s newsletters were so interesting. The number one thing, according to Gary B.?

1. Gary shared news. Sometimes he was the news, sometimes it was a dramatic turn of events in his tumultuous life, but often enough, he shared news of a technique or strategy that would make your response and profits soar. You couldn’t afford to miss even one of these gems, so you had to open every issue.

Many times, being new is sufficient unto itself, even if there’s no implied benefit, and not even anything clearly different. Novelty seems to directly tap into human psychology. Remember being in elementary school when a new kid appeared in class? Like in the photo above, that new kid was automatically interesting, at least for a while.

About number 5 above…

I tried to be different with the “be different” section above, so I didn’t expand on it at all. Maybe I should have just left it at that, because being different can be pretty straightforward. Still, here are a few examples:

First off, there’s the picture from yesterday’s post: “WORLD’S ONLY FEATURE DANCER WITH 3 BOOBS.” Is it a benefit? Hardly. A secret? Not at all. Just morbid fascination and curiosity with something different.

Second, there’s the story I started with two days ago, about a guy named Yad sleeping with a girl only a few hours after meeting her — just because he was different enough from other guys to make her very curious.

Finally, a copywriting example from my own essential oils list. At one point, I was promoting an online video series about longevity. The promise of the series was “How to live to a happy and healthy old age.”

That’s a fine benefit, but everyone is already pushing the same. So I simply switched it around to be different. I retold an ancient Greek myth about a Trojan prince who gets eternal life but not eternal youth, and how it turns out to be a curse rather than a blessing. The subject line for this inspiring email: “How to reach a frail and unhappy old age.” It worked pretty well.

The best kind of proof

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I want to give you a demonstration of spooky action at a distance
For this to work, all you have to do is read the instructions below, and then when you get to the part that says “GO” carry them out. Once you’re done, simply keep reading this article.

So here are the instructions of my spooky-action-at-a-distance:
(Read through them once before you try them out)

1. Clasp your hands together with your fingers interlocked, thumb over thumb, index finger over index finger, etc.
2. Now, stick your index fingers out straight, but keep them apart.
3. And then, simply look at the space between your index fingers until something spooky happens. It might take as long as 10-15 seconds, but it might happen sooner as well.

Ready?
GO
.
.
.
.
.
.
.

Are you done?
That means my spooky-action-at-a-distance must have come through across time and space and pushed your two index fingers together until they were touching.

At least, that’s the idea
Hopefully it worked. And in any case, the point is not really to convince you of action-at-a-distance, but simply to illustrate the most powerful kind of proof. And that’s demonstration.

Product demonstrations work very well
You can take a car for a test-drive. You can try a shirt on at the store. You can walk around a home before buying it.

Then there are performance demonstrations
In his farewell seminar, Gary Bencivenga told the story of Elisha Otis, who invented the first safe elevator. Otis got in an open elevator in front of a crowd, while his assistant first cut one and then the other cable holding the elevator in place. Otis’s safety mechanism kicked in, saving Otis and the elevator, and finally convincing people that elevators are safe to use (hello skyscrapers).

This still works today
A while back, a video for the Purple mattress company went viral. The core of the video was a clever demonstration — the raw egg test:

Sometimes though, the demonstration doesn’t even have to be of the product
Like in this post that you’re reading. Or in this Bill Jayme add for Smithsonian Magazine:

This clever demonstration seems to be about engagement

So what’s the conclusion?
Always try for a demonstration. There are many creative ways to do this, and it’s worth putting in some thought to come up with one that works for you.

How to sell in paid products without alienating customers

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Uh oh.

My post from yesterday gave a bunch of examples of infotainment I plan to put into my upcoming book on essential oils.

But the examples I used were often taken from sales materials, rather than info products themselves.

Is this a giant screw-up on my part?

Let’s see.

Copywriting all-star Gary Bencivenga once said that sales material should be valuable enough to read on its own.

On the other hand, prolific marketer Dan Kennedy embodies the idea that paid products should also sell. (They can sell other products, or at least you as an expert.)

In other words, paid and free content can and should be quite similar. Here are a few other points to think about:

Also, former Boardroom exec Brian Kurtz talked about the kinds of premiums (aka bonuses) that Boardroom would give away with their books. What they found is that when somebody buys something, the best thing is to sell or give them more of the same. So if they are buying a health book, offer them 3 more health books as a bonus.

Finally, supplement marketer Justin Goff does something similar in the world of supplements: simply offer the buyer more bottles of the same supplement as an upsell.

And here’s how this ties back to info products or sales pages (or sales emails) that promote those products:

If somebody is “buying” your free promotional products…

In other words, if they tune in regularly to hear your personality and stories and lame jokes and whatever else you use to spice up your free promotional content, whether that’s emails, or blog posts, or speeches behind a podium….

Then it makes no sense to turn off that tap when you charge them money for an info product.

Of course, the paid product should be valuable and should close some of those loops that the free content opens. But it should continue to be entertaining (and even to sell) in the same way as your free stuff — or you will have some sore and disappointed customers.

And that in a nutshell, is why infotainment examples from sales letters — as well as more direct sales techniques — can go straight behind the paywalled curtain as well.

7 types of infotainment to stuff into your information product

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Right now, I am writing a book that I will sell through my essential oils site.

I know the subject matter very well, and I could drone on about it even if somebody slapped me awake in the dead of night.

But it’s boring to just hear lots of facts and warnings and instructions, and I worry that my book will turn out dull. Since I want people to actually read this book and to get something out of it, I have to make it fun as well as informative.

Enter infotainment: entertainment combined with information. It’s something I first heard about from email marketing headmaster Ben Settle. So for your benefit as well as mine, here are 7 different types of infotainment you can stuff to make your dry-as-dust information product more exciting:

1. Cartoons

Cartoons. Every few pages. They can be used to add some color, to lighten the mood, and to reinforce a point.

New Zealand marketing guru Sean D’Souza is a master of this. Here’s an example from one of Sean’s articles on infotainment:

2. Vignettes

The New Yroker magazine does this.

Vignettes are like cartoons, but they are smaller, spread over multiple pages, and not directly connected to the surrounding text. Here’s a couple of examples from the Aug. 22, 2016 issue:

3. Stories

Stories stick. They make otherwise boring content interesting. Plus they are fun to read.

I kick off my essential oils book by telling the true story of a 2-year-old boy who got burned in a fire, how his mom used essential oils to help his wounds heal more quickly, and how the surgeons marveled and approved from the sidelines. It’s a great story, and it illustrates the power of essential oils way better than arguing with statistics or hand-waving about anti-inflammatory molecules.

4. Fun break

If you read some of the sales letters by Gary “greatest living copywriter” Bencivenga, you will frequently come across sidebars.

Just like in a magazine, these sidebars serve as a fun break, a chance to talk about something interesting, and to draw attention to it.

For example, in the book I’m writing, while talking about different proven health benefits of lavender essential oil, I have a sidebar that talks about four entirely different locations around the world where lavender is grown.

And I include some local color. One of the places has a mysterious monument that a crusader supposedly set up. Another is a kind of Shangri-La, with perfect weather on an otherwise rainy and cold mountain. A third served as a prison for the last monarch of the Austro-Hungarian empire.

5. Images

Like cartoons. Images are best when they are both relevant and surprising, beautiful and informative. Kind of like the vignettes I included above.

6. Word fun

This is an area where Ben Settle shines. His emails are fun to read, and one of the big reasons why is all the creative and colorful and unexpected language he uses.

Plus they sound super-conversational. In fact, they are more conversational than real conversation.

Poet Anthony Madrid, who writes for the Paris Review, is also a past master at this. Here’s an example:

We take the phrase “once upon a time” for granted, but if you think about it, it’s quite oddball English. Upon a time—? That’s just a strange construction. It would be pleasant to know its history: When, more or less, does it get up on its legs? Around when does it become standard procedure? My researches into this question, however, have yielded nothing conclusive.

7. Analogies

Analogies are like stories: they make boring or preachy content palatable.

A few weeks back, I was working on a probiotics sales page, and I compared probiotics you can buy at the store to mystery meat in a rusty can. For the essential oils book, I’m planning on doing something similar, I just haven’t figured out yet what dangerous-but-familiar image to compare mommy blogs to.

So there you go. 7 ways to infotain. They are formulaic. They are mercenary. And they workses.

Why paid health info products may never die

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About 18 months ago, I took up an ancient copywriting ritual.

Each day, I started devoting exactly 20 minutes to writing out an old, successful ad by hand.

This tedious strategy was first advocated by Gary Halbert, who claimed the process will neurally imprint good copywriting into anyone who actually does the work. I’m not sure about the neural imprinting, but this practice has paid dividends for me, by forcing me to read good promos more carefully, and by exposing me to ads I would never have read otherwise.

Right now, I am making my way through a magalog by Gary Bencivenga, which he wrote for Rodale back in the early 90’s.

The offer they were selling was a new book, a massive collection of 1,800 alternative health recipes, called New Choices in Natural Healing.

It offered natural cures such as “Beat PMS — with nutrition!” and “Fight yeast infections — with yogurt!” This offer probably killed it back when Gary B.’s promotion ran. But I’m not sure whether such a general alternative-health book could be profitable today.

The trouble is that much of that information is free online on popular, well-established health sites. As a result, all of Gary’s fascinating bullets are just a quick Google search away from being unmasked.

So does this mean that paid info products in the health space are on their way to the graveyard?

I’m banking on the opposite being true.

I’m currently writing a starter guide for using essential oils. When that’s done and published, I’m planning on putting together a related video course in the aromatherapy niche.

I don’t want to get ahead of myself, but I’m not concerned that there will be demand for either of these info products when they comes out (it helps that I have an engaged email list of people who are interested in the topic).

The fact is, science keeps advancing every day, and most of us have trouble keeping up with the new research.

New alternative medicine approaches keep appearing, and it’s hard to tell what’s legit and what’s not.

This opens up the door to anybody who is willing to filter out the garbage, synthesize all the good knowledge, and package it up in a better, more entertaining way than you can find for free online.

And that’s why I think paid health info products may never die.

John Bejakovic

P.S. When it comes time to putting together the video course I mentioned, I’m planning to take another piece of advice from Gary Halbert, and to write the sales letter before designing the course.

After all, what better way to come up with a great course than to make it sales-worthy?

I mention this because I also do copywriting for clients in the health space. For anyone who’s interested, here’s how to contact me:

https://bejakovic.com/contact