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Build more copy "muscle" by studying this promo

What's in Kim's Mailbox?

There's a promo that's been arriving in my mailbox for years...and I get it all the time in my email inbox, too.

It's for a product called "Perfect Amino" and it's from Advanced Bionutritionals, one of my long-time clients for whom I've written many long-running controls.

Alas, this control is NOT one I can take credit for. I'm sure the great Parris Lampropoulus had a hand in writing it, and/or copy chief-ing it.

It's one of those products that one might think would be challenging to write for and convince people to buy. It's a protein powder (though you can also get it in capsule form) promoted to an older audience who doesn't necessarily gravitate towards that product category like their younger counterparts do.

Yet it's been a highly successful control that's obviously doing its job of convincing prospects to take it.

Let's take a quick peek at this promo, shall we? (And I'll be taking a closer look at it in today's "Cocktails & Copy" call on Zoom at 5pm EDT. What, you haven't signed up yet? Better hurry and do so here while there are still spots left!)

We'll start by looking at the traffic-driver email I got in my inbox yesterday...


The subject line is a riff on the classic headline "The Lazy Man's Way to Riches". It immediate implies there's an easy, if not effortless, solution to a problem most people associate with having to do something difficult to achieve.

Meanwhile, the email copy takes a "contrarian" angle, debunking the health and fitness advice people may be getting. And it also helps that most people--older adults, anyway--don't want to be going to the gym to lift weights 4 times a week.

It also casts a wider net by addressing not just one common misconception, but 3 others that people may find themselves doing (starvation diets, eating lots of meat, or drinking loads of protein shakes).

It doesn't assume they're doing all of these things, but chances are their target prospect is doing at least one of them, so it's able to call them out.

The email then throws out the "bait" to get them to click on the link: a simple way to gain muscle without putting on fat.

Now let's take a look at the first page of the sales page the link takes you to...



There aren't a lot of design elements on this sales page, except for the science-y header graphics on the top right. It doesn't look promotional. Instead, it looks valuable (one of the principles I teach in my Virtual LA Boot Camp Intensive).

There's no salutation, either, like typical sales letters. So you start reading it like an article. The first sentence immediately sets you up to hear a story. And the tone is conversational, which also draws you in.

The story is about a doctor (which gives it instant credibility) who was noticing a common problem the prospect has likely noticed as well. It describes how the doctor was struggling to solve it (also something the prospect may relate to).

It then quickly transitions to how he was finally able to solve it quickly, easily, and successfully...without exercising more or changing his lifestyle. So now the copy has hooked the prospect in and, like "salted peanuts", made them eager to consume more.

The copy then goes on to dramatize David's results and reveal his "secret". But it's not an exciting revelation (protein). As soon as it's revealed, it introduces a twist so there's instant intrigue vs. "Oh, I've heard this before"....


The copy then goes on to talk about "the dietary protein trap" and reveals "the truth about protein shakes" and where they fall short. (You can click on either one of the images above and it'll take you to the sales page).

At no point so far does the copy feel like it's selling you something. And while it's getting into some technical explanations, at no point does it seem too science-y. The copy is as close to an 8th grade reading level (or lower) as possible.

All of this explanation and build-up is designed to set up the prospect's acceptance of the product's unique mechanism. I've circled on the screenshot below where they start to get into it in the copy...


We're at least 5 or 6 page lengths in, and the promo still hasn't tipped its hand that it's selling something. But if you've read this far, you're now convinced that simply eating more protein or drinking ordinary protein shakes isn't the answer.

You are now perfectly primed to "receive" the solution...and here's where they finally introduce it...


When introducing the solution, they go back to the Dr. Minkoff story and remind the prospect about his dramatic results using this approach.

The "doctor cures his own problem" angle is a very powerful one to use. (I used the same angle in one of the first supplement promos I wrote for a joint health product that went on to become a 10-year control!)

But it then piles on even more proof by talking about how the doctor used it with his own patients and confirmed it was working for them, too.

Yours for smarter marketing,

Kim

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© 2020 Kim Krause Schwalm