Jake Radic 🚢
/jakeradic
Passionate about documenting my journey as I chase fulfillment and success in life
Jake Radic 🚢
3y ago
If your writing isn't formatted well
People won't read it...
How are sales pages any different?
They aren't...
Easy to read, means higher conversions
https://www.digitalmarketer.com/certifications/conversion-funnel-mastery/
Above the fold is easy to digest
It's clear, to the point, you know what's going on.
They missed here on not adding the powerful benefit of the certification.
Why would anyone want to get certified?
To be able to print money...
I'm surprised they left it out...
Maybe there was a reason.
But what would it be?
Potentially
Their target audience is already solution aware...
They know what they want.
Potentially
They're saving it for the sales letter body...
Allows them to expand on it.
I'm not 100% sure
But as I break down these pages
Those are the questions that go through my head.
Ask why.
Question their audience targeting.
Try to understand where the dots connect.
Jake Radic 🚢
3y ago
Hook...
Get their attention.
Benefits...
What do you provide that changes their life for the better?
Social Proof & Credibility...
Other people love this, you will too... you're missing out.
Clear Simple CTA...
Do this thing to move to the next step.
Simple... effective
https://university.adespresso.com/
Check out this sales page...
You'll notice how simple it is.
It follows the format above^^^
But damn there is no wasted space.
No wasted words.
Everything has value... there's no friction.
Even when they flex their features...
They use specific numbers... it boosts authority/credibility.
There's multiple testimonial walls....soooooo much social proof.
There are 5 CTA buttons... the same button... it's damn simple to move to the next part of the funnel.
Nothing flashy.
All fundamental stuff.
And it is damn effective.
Jake Radic 🚢
3y ago
Quick.
Snappy.
To the point...
Why is this effective for converting visitors?
think about it
We take in so many stimuli throughout the day
Attention spans are diminishing in real time.
To the point...
Or people don't care...
https://www.engagebay.com/blog/sales-page/
Somnifix's sales page hits on
Problem & pain
Solution & benefit
Speed of result
Credibility/authoritative tone
Clear CTA
All in a few sentences.
"Perfection is not when there is nothing else to add...
Perfection is when there is nothing left to be taken away"
Say as much as you can
With as few words as possible.
Jake Radic 🚢
3y ago
If you're trying to write with more credibility & authority
Use specific numbers...
Numbers make claims more believable
More tangible
Ultimately, numbers help persuade more...
Let me show you
https://www.yumpu.com/en/document/read/51323451/1g3kkgf/361
Page 56 - One of Barron's highest graded sales letters of all time.
Now that you're with me, lets do the dance
Take an initial investment of $100,000...
Specific number ^
Barron's suggested stocks/bonds to invest into...
What were they worth when this was written???
$379,002.
Another specific number
What does this do for the reader??
It adds credibility to the publication.
Makes it easier to believe what comes next...
Also worth noting:
This was at the beginning of the letter.
Important pieces of copy go first...
Why?????
So people keep reading.
They didn't stop there
$51,000 in stocks
^specific number
Was turned into $330,364
^specific number
Why?????
Added credibility.
The average income during that span from this investment...
$11,200
Another specific number.
Tangible.
No one can argue this fact....
The last reported income was $21,556
All of these numbers come right away in the letter...
It establishes an authority for the entirety of the piece....
Next time you're looking to add more
credibility
authority
believability
to your copy...
Use specific numbers.
If you're getting started learning copy
Follow me!
I'm breaking down a sales page a day
And I'm reporting insights, tips, patterns, trends along the way
Cheers!
Jake Radic 🚢
3y ago
Knowing your audience is the difference.
The difference between writing copy that converts
And writing copy that falls onto dead ears.
Business Week writes for executives...
Their language reflects that.
Here's how they do it
https://www.yumpu.com/en/document/read/51323451/1g3kkgf/361
208-210
Follow along as we dive in
1/ Calls Out Audience's Thoughts
Management executives don't want free gifts...
They want resources that help them be more effective.
If you're a management executive...
and you read that...
you're probably saying
"Finally, someone gets me"
This builds TRUST
2/ Money Focused
The offer focuses on saving money...
The benefit is they can make money...
The whole offer is around what Management Executives are hungry for.
It's cohesive with their goals/desires.
3/ Low Effort Consumption
"will save you time"
is a benefit that is repeated
multiple times...
Why??
Why do you think that's important?
These people are busy!!
They're selling them on
saving time
fast reading
less searching for information
The audience cares about protecting their time.
So they speak that language to them....
If you're interested in learning copywriting
Follow me
I'm breaking down 30 sales letters in 30 days
Along the way
I'm posting my findings
Key new learnings
Insights
And whatever else I stumble on in my journey...
Cheers!
Jake Radic 🚢
3y ago
Want to create more urgency in your messaging?
Introduce an extreme negative...
And give it a timeline.
Here's what I mean
Many fundraisers do this trick.
They paint the picture of why their cause was started...
They talk about how it changes the world...
Except they're running low on money...
Help with a donation???
It attaches itself to an individual's emotions.
It drives urgency because of the timeline.
It makes people want to take action...
https://www.yumpu.com/en/document/read/51323451/1g3kkgf/361
Page 292.
Does this to a T.
They even quantified what a successful donation looks like in dollars...
Every $15 is a night stay for a family.
They increased the minimum likely donation to $15...
Pretty damn neat
Jake Radic 🚢
3y ago
The money is in knowing your audience.
Knowing their pains.
Knowing their frustrations.
Knowing why they tick...
Organic Gardening's "5 Mistakes Letter" executes this at such a high level...
The result?
$$$ MILLIONS $$$
Lets break down why it's so effective...
https://www.yumpu.com/en/document/read/51323451/1g3kkgf/361
Page 198
Lets get to it!
This letter has 5 key mistakes.
5 reasons gardeners aren't successful.
5 reasons they aren't happy doing it.
Now I get it... gardening is for herbs (wink)
but imagine if it was a topic you were passionate about...
5 key mistakes that hold you back....?
Yes, I WANT THAT.
How can I get more of this information???
That's where the offer comes in.
They have the keys...
They set up the sale
BY SPEAKING THE LANGUAGE OF THE AUDIENCE.
They share 5 mistakes & solutions.
The book has 19 in depth chapters.
If someone gets value, they'll buy...
Plain and simple.
This is similar to the internet funnels we go through today.
Here's a free resource, give me your email
Thanks for your email, buy my eBook
Thanks for buying my eBook, buy my course...etc
It's the same value ladder here.
Free stuff
then
The book
then
They buy the gardening equipment.
That's the bread.
That's the money play...
They're building a tribe.
A tribe of passionate gardeners...
This is literally Russel Brunsen in gardening form.
Once people enjoy gardening more (which they help them achieve)
They'll consume more content & buy more shit...
And be more passionate consumers.
This letter leads with value.
It helps their target audience become more qualified
So down the line, they spend more...
Groovy.
If you like learning about copywriting
Follow me.
I'm breaking down 30 sales letters in 30 days
this was day 9, many more to go!
Cheers
Jake Radic 🚢
3y ago
Getting the right message
To a highly qualified audience
Can easily generate a
* checks notes*
Shit load of money...
Troy Bilt Garden Way executed utilizing direct mail...
Lets breakdown how this was done
https://www.yumpu.com/en/document/read/51323451/1g3kkgf/361
This one starts on page 347...
Lets dive in
1/ Qualified Audience
Their sales letter only went to people who opted in.
These are people interested in gardening...
These are people who they can convert.
People opted for information... much like newsletters people opt into today
2/ Urgency
They start the letter off with urgency.
Right away...
They're sold out of this months inventory and orders are coming in FAST.
Reader already feels like they are under pressure...
3/ Scarcity of Savings
They're offering savings for a limited time.
With a limited supply.
It's now or never for the readers....
Get it while you can before its gone kind of deal.
Puts A LOT of pressure on them to buy.
4/ Timing
It's important to think about what they're selling & who they're selling to...
Gardening tools.
Gardening season starts in the spring. If you're late to the start, you've missed a huge window.
There's already urgency naturally.
Troy Bilt is using
• Scarcity of Product
• Urgency of the sale
• Urgency of Gardening Season
Triple threat to get their audience feeling under fire.
5/ Clear Instructions
They note exactly what must be done in order to purchase.
They ask for the sale.
They give instructions...
A confused mind always says no.
Don't give them a chance to be confused.
What I found most interesting about this letter
Is how important context is to its success....
Time of year..
Inflation of vegetables the year before...
The audience opted in (this means they're already highly educated and motivated)...
This one has a lot of nuance that makes it great.
Still working on getting a layer deeper with every letter I study.
Context is ALWAYS key.
Thanks for tuning in
If you're interested in learning more about copywriting
Follow me!
Breaking down 30 sales letters in 30 days... today was day 8!
Many many more to go :)
Cheers
Jake Radic 🚢
3y ago
Suppose...
Just suppose...
That 5 years ago
You invested in well located land.
Would be a dope investment right?
That's what today's sales letter is all about.
Lets break it down
https://www.yumpu.com/en/document/read/51323451/1g3kkgf/361
Page 372 you can find Robert Barlett Reality Co.'s sales letter
1/ Hook
Same hook I used in the first tweet...
It's engaging.
It piques curiosity...
You know what else it does?
It sets the stage for
• future pacing
• authority
• audience selling themselves
Lotta potency here...
2/ Future Pacing
This is selling to the emotional brain.
The letter paints the picture
Of what it would be like
To have bought land in the past...
Have a new home...
Comfortable family living...
In the burbs....
Ahhhhh. the life.
Future pacing is effective.
Why?
It gets the reader to start selling themselves.
They start seeing themselves living with the benefits of the product.
They start romanticizing your solution.
That's the bees knees.
3/ Credibility & Justification
Facts.
Cold hard facts.
Investment doubled in 10 years? And that's a fact?
Adds serious credibility.
This credibility also gives the argument
Vs other investments a stool to stand.
As you can see from history
A is better than B...
So you should do A.
Sounds credible to me...
This sells to the logical brain.
4/ Specificity
Once they sold you on the vehicle
They needed to sell you on how they can help...
For this one?
It's the nuances of buying land.
You can't just buy ANY land...
Has to be special...
And they're the experts ;)
5/ Small Commitment
The ask is (relatively) small.
Only $170 down...
This is makes for an easier yes.
Once you're sold on $170
They'll sell you on the rest of the investment.
But step 1?
Get that first yes
6/ Risk Mitigation
This one's not as punchy as others
There's no refund.
There's no trial...
They offer no obligation.
They offer space to think.
While it isn't much...
Something is always better than nothing.
7/ Clear Instructions
Once they've sold you
They need the money...
How can they get it if you don't know what to do?
-
A confused mind always says no.
They give clear cut instructions so they can get paiiidddddddd
New observation from today's letter
• sold emotions first
• sold logic second
• gave good reason to back it all up
Lets see if this becomes a trend.
If you like learning about copywriting, follow me!
Breaking down 30 sales letters in 30 days
Today was day 7 (I think?)
Just getting started and lots more to do!
Cheers :)
Jake Radic 🚢
3y ago
Need some fast cash?
Try this.
Pretty good hook right ^?
That's what Gary Halbert used in his "Amazing Money Making Secrets" sales letter.
Lets dive into why it generated millions in revenue
https://swiped.co/file/amazing-money-making-secrets-ad-by-gary-halbert/
Here's a link for your reference :)
Ok lets get to it!
1/ Hook.
Self explanatory.
People like fast cash.
If my hook worked on you,
It's proof why it worked on millions of people.
2/ Relatable
Gary tells a rags to riches kind of story.
Bankrupt business.
Felt like a failure...
Until
His crazy idea...
That anyone can do.
People love these stories.
It catches people's attention
It inspires the masses
It keeps the reader engaged
3/ Credibility
He shares his results he created from his technique.
Over 7 million responses.
How do the readers know it works?
Because he's living proof.
4/ Great Offer
Typically he sells his trainings for $5,000...
These trainings can have students make millions...
In order for you to get this information?
It's only $20.
He anchors it high at $5,000.
Shows the value in what people can make.
And prices it at $20.
Huge gap.
5/ Eliminates Risk
Not sure you're interested?
Give it 30 days...
If you don't find value in it, we will return your money.
There's no downside...
People like avoiding risk.
6/ Clear instructions
He details exactly how to get their paws on the book.
Fill out the form.
Write a check.
It's yours.
Simple.
A confused mind will ALWAYS say no
The basics of a sales letter are starting to come to light.
• Great hook
• Some kind of story
• Social proof/credibility
• Great offer
• Eliminate Risk
• Clear instructions
Now that the surface is coming clear
I need to dive another layer deeper.
Keep following along as I continue to break down sales letters for the next 23 days.
If you're interested in learning copywriting
Follow me for more insights & tips
Cheers!
Jake Radic 🚢
3y ago
Stories in copy are powerful.
Stories can...
• capture the reader's attention
• convey value
• highlight uniqueness in a product
Joseph Sugarman’s Vision Breakthrough utilizes story telling to showcase sunglasses...
And make millions doing so.
Here's how he did it
https://swiped.co/file/vision-break-through-blublocker-ad-by-joe-sugarman/
Story telling dominates this Sales Letter...
Makes it a damn near irrisistable read.
1/ Hook.
The Subhead piques your interest.
It makes you keep reading....
"I couldn't believe what I saw... and neither will you."
Hmmmm.... guess I gotta read the next sentence to find out.
2/ Story Telling
This letter tells a story.
It's an easy read...
You don't realize you're being sold to.
It feels smooth. It feels natural. It feels effortless... because you're just reading a story.
It's engaging.
3/ Unique Positioning
He isn't just selling sunglasses...
He's selling sunglasses that protect your eyes.
They aren't designer. They aren't for fashion.
They are protection.
And he uses credibility to frame it as the best solution.
4/ Comparison
He compares the design of the sunglasses to high end sunglasses.
He anchors it next to the $200 pair.
Not only are they comfortable like those...
But this comes in handy when the price is revealed.
5/ Strong Guarantee
If they don't do EXACTLY what they're advertised for...
You'll get your money back.
Bold claims.
No downside.
People will take a chance on it...
Mitigate risk, give them fewer reasons to say no.
6/ Clear instructions
Don't leave them hanging.
If they're interested...
Make it EASY for them to purchase.
A confused mind always says no.
Give them the answers they're looking for!
Another sales letter down.
Many more to come. I think this was day 6??? IDK.
It's fun seeing the patterns that are revealing themselves.
Starting to see many common themes.
Thanks for tuning in.
If you're interested in learning more about copywriting
Follow me as I continue breaking down a sales letter each day.
More insights to come... cheers
Jake Radic 🚢
3y ago
A billion dollars.
1 sales letter...
In 1976 American Express pushed out ONE sales letter... and it generated ONE BILLION DOLLARS.
Here's how they did it
https://media.coschedule.com/uploads/Greatest-sales-letters.pdf
Check it out at this link, Sales Letter 4..
Now lets jump in!
1/ EXCLUSIVITY.
Not everyone gets in... Not everyone is accepted...
This is an exclusive club.
You have to be special to have access...
And that's why you're reading this letter.
People love thinking they're special.
They love being a part of exclusive clubs.
"See I'm good enough"...
2/ VALUE.
AMEX uses the old adage to justify the cost.
Yes. This card isn't free...
But here's a sample of what it can do for you.
Here are the amazing experiences you can have.
All at your fingertips.
Turned a negative into a positive.
Handled the objection early.
Flipped it entirely on its head.
3/ PS SECTION.
Even if someone skims a letter
There is 1 part they read well...
It's the PS section.
AMEX highlights the offer in the PS section...
This way, even if someone skims
They still see the offer.
More eyes on offer = more conversions.
4/ 1 BIG IDEA.
There is 1 big idea.
It isn't complicated.
It isn't busy.
Pay $35/year...
Get this amazing card & features.
A confused mind always says no.
This letter keeps it simple.
There's one clear idea.
No fluff.
5/ CLEAR CTA
The instructions at the end of the letter are clear.
Fill out this form...
Mail it to us...
Get your card.
4/30 Sales Letters have been broken down.
26 to go.
30 for 30 Sales Letter challenge... stay tuned for tomorrow's :)
Looking to learn more about copywriting?
Follow me for more breakdowns, insights, and tips.
Cheers
Jake Radic 🚢
3y ago
Newsweek's sales letter isn't fancy.
It doesn't flaunt how incredible the magazine is. It doesn't make any outstanding promises...
But it did convert like CRAZY
Lets dive in
Before we dive in, here's the link.
It's the first sales letter in the bunch
https://media.coschedule.com/uploads/Greatest-sales-letters.pdf
1/ The Hook.
The hook flatters the reader.
Makes them feel special.
Compliments them....
If someone feels spoken to, they will keep reading.
They are... dare I say... hooked.
2/ Speaks To 1 Person.
The word YOU is used over 50 times.
And it doesn't feel forced.
They qualify & disqualify readers.
By the time a reader gets to the meat of the sales letter
They are the exact person they want reading it.
3/ Create Curiosity.
The sales letter tells the readers
• what it won't do
• who it isn't for
• why they shouldn't read it
So why read it?
When it tells you why to read it
The wrong audience is already DQ'ed.
It keeps you moving along the pages...
Getting more and more value.
4/ Banging Offer.
Abundance of value...
11 cents a week.
1.5 cents a day.
It's low commitment, it's an easy yes, it'll get them hooked.
5/ Risk Mitigation.
Scared you're not going to get value?
Scared you'll be hooked into a subscription you don't want?
Cancel at any time. No penalty. Get a refund for all the subscriptions you haven't received yet.
There's no downside.
6/ Clear Instructions.
A confused mind always says no.
They tell you exactly what to do to get your subscription.
Fill out the form. Ship it out. They will even bill you later.
Do X, get Y. Simple.
Starting to see some common themes with the letters as I break them down.
Threads to come on that...
If you're interested in learning more about copywriting...
Follow me!
I'm breaking down a sales letter a day for the next 27 days.
Join me on my journey. Cheers :)
Jake Radic 🚢
3y ago
In 1975 Martin Convoy wrote a sales letter for the Wall Street Journal that generated $2 BILLION in sales...
What made it so effective? Lets dive in
https://swiped.co/file/wallstreet-letter-conroy/
Take a peak at the letter here to scan it for yourself if you'd like (2 min read)
1/ Power of Contrast
Right away - he introduces 2 characters...
They are the exact same.
Same college.
Same class of students.
Same charisma.
Same company
Both ambitious...
Except 1 is a manger...
The other is the president of the company...
This created a HUGE gap between the 2.
So what made them different?
2/ 1 Big Idea
Knowledge.
Knowledge is what enabled 1 to be the president of the company
While the other was just a manager...
WSJ is selling the knowledge
They are selling the transformation of being just another employee...
To being THE GUY in charge.
All because you can level up your brain through their subscription.
3/ Offer Structure
The first offer is presented as the shortest subscription they offer... makes this feel as if its a trial
AKA - feels like a small commitment...
Because the reader likely committed to the smaller offer
The next offer feels like a smaller ask.
They position it as "the better" offer...
If you're going to subscribe, you might as well get the better offer of the 2
4/ Eliminates Risk
The subscription is risk free.
Cancel at any time.
If someone is hesitant to subscribe, its comforting knowing that they can cancel and get the money back...
So why not just try it out?
5/ Clear CTA
The next steps are clear.
No confusion. No wondering. No hesitation...
Just follow the instructions & your subscription will be started.
Simple.
2/30 sales letters have been broken down so far.
Stay tuned for the following breakdowns & hit me with a follow to catch them :)
Jake Radic 🚢
3y ago
Nobody accidentally writes one of the best sales letters of all time.
Here's a breakdown of what makes Frank Kern's Consulting Sales Letter so damn good
Before I start, here's a quick link for you to take a quick scan
https://swiped.co/file/consulting-sales-letter-from-frank-kern/
1/ His hook is elite
"Would you like me to personally double, triple or even quadruple your business for free?"
It's quick & clear who he's speaking to.
It catches the readers attention.
It gets them wildly interested.
2/ He adds a timeline
The first part after he addresses the reader he doubles down on his claim, but this time adds a timeline.
12 months.
Growing your business sounds great right?
Doubling/tripling/quadrupling in only 12 months...
That sounds a whole lot better.
3/ He eliminates risk... a lot.
Frank consistently mentions
• they don't pay for the first consult
• only pay if you become a client
• he will literally pay them if he wastes their time
Find the downside there?
4/ He loads this bad boy up with social proof & credibility
He name drops famous entrepreneurs who have worked with him.
He drops specific numbers ($47 million for example), that show how competent he is
My favorite line he drops
"After all, I'm the highest paid direct response internet marketer consultant and copywriter on the planet for a reason."
Hot damn.
5/ Scarcity
He makes it clear
• No one else has this offer
• You can't get this kind of work else where
• This is not for everybody
6/ Urgency
He's in high demand and spots are limited.
Act now, or you've missed your chance.
This couples with scarcity. Once the opportunity is missed, you're not finding it anywhere else.
"Time is a factor."
"This offer is unprecedented."
7/ Future pacing
This whole letter is designed to get his dream clients thinking about growing their business 2x, 3x, 4x.
He talks about getting money into the business quickly.
Driving sales from other avenues.
Expanding your current client base...
His target audience is salivating.
8/ He gives specific instructions.
A confused mind always says no. He tells them exactly what to do next & how to work with him.
There is no confusion in the letter.
Do as you're told.
9/ He allows his audience to disqualify themselves.
He knows who he does & doesn't want to work with... and makes it clear.
This saves him time in going through applications.
It also makes his offer speak more directly to his dream client.
If you made it this far, thanks!
Stick with me over the next 29 days as I continue to break down more sales letters on my journey in learning copywriting.
Follow me to learn more :)
TLDR
1: Incredible Hook
2: Specific Timeline
3: Mitigates Risk
4: Social Proof & Credibility
5: Scarcity
6: Urgency
7: Future Pacing
8: Clear Instructions
9: Disqualifies Bad Fits