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"World's #2 Smartest Man" + Big News

SPECIAL ISSUE May 29, 2019


I'm still digging out through the piles in my office after being away for two weeks. (I do have to admit...Anguilla, San Diego, and LA were worth it though!) And despite the premature and greatly exaggerated rumors of the death of direct mail, I received a nice sampling of magalogs while I was traveling and vacationing. As promised, I'll be playing catch up with "What's in Kim's Mailbox" with some quickie highlights and critiques--starting with today's email. So keep reading. I also have some big news for you about my new COPYWRITING VELOCITY Complete Virtual Program and upcoming live group calls with Richard Armstrong, Carline Anglade-Cole, "Big Jason" Henderson, and Lori Haller.

If you get my Complete Virtual Program AND sign up to join us on these live coaching calls that are happening over the next 4 weeks, you'll also get a very special bonus gift when you act by June 1st.

You'll get a FREE one-on-one coaching call with me! We'll go a full half-hour and we can talk about how to find better clients, I can share tips on negotiating higher rates or royalties, or I can provide direct feedback for your copy or headline or next promo "big idea". Whatever you like! The sooner you act, the sooner you'll get to book your personal call with me...and the sooner you'll get access to the wealth of copywriting know-how and strategies in my COPYWRITING VELOCITY Complete Virtual Program. This is my life's work, and I haven't held back on anything in this new program. I've yet to see such an in-depth copywriting training program that can give anyone from a beginner through advanced copywriter a significant edge fast. No other working A-list copywriter I know of is giving away all their best-kept, hardest-won secrets. And that's exactly what you'll get in this in-depth program. Find out more here. (I'm also now offering a live group calls-only option, too!) Now, let's take a look at what we all can apparently learn from "the world's #2 smartest man"... What's in Kim's Mailbox? I received the following 20-page flat magalog self-mailer from Dr. Sears' Institute a week or so ago. Let's talk about the front cover as well as the offer/order form page, since those are two of the most crucial components in any promo. We'll start with the front cover...

This is a very curiosity-provoking and credible main headline. It's not using the typical memory supplement buzzwords--instead, it provokes curiosity by hinting about a "secret 'genius pill'". And from the beginning it seems credible by saying "World's #2 Smartest Man" versus saying "World's #1 Smartest". The fact that it's talking about "#2" makes it more believable. If the copy were to say "the smartest man in the world", it would make the prospect much more skeptical. (The funny thing was, when I scanned the inside copy I didn't see any further mention about this guy. The copy segued quickly into other things after hooking me in with this headline). I wanted to hear more about this story, but it got me inside the promo. The image on the front cover and the yellow, National Geographic-like border gives it a magazine/journal look and makes it not look like a sales piece, so it's great design. The one suggestion I have for the front cover is the copy at the end of the opening letter. I'd have more of a cliffhanger there--either some kind of open loop copy like "But here's what's never been seen before thanks to this breakthrough 'genius pill'..." Or have an intriguing sentence break part-way through and have it continued on the next page. Now we're going to skip ahead to the offer/order form page, as it's a good example of a more streamlined offer and clean, strategic design that boosts average order...

The way this offer is structured and the page is designed, it truly makes it a no-brainer to get the buy 3, get 1 free deal versus the only other option--the one-month supply. It's all very clear what you get with the featured option with the bottle and free report visuals. The only suggestion I have here is to make the discounted cost per bottle stand out a bit more--right now it's a bit buried in the copy versus jumping out in a callout. If it doesn't make it too crowded, they could change the "Recommended!" callout to "Lowest cost per bottle--just $37.46!" That way the prospect who's scanning this can quickly compare that option on an apples-to-apples basis to the one-month supply at $58.90...which really makes it a no-brainer. This is a great example of not overwhelming the prospect with too many options. I suspect if they call in to order, they'll be upsold to a six-bottle offer. One might argue they're leaving money on the table by not offering the six-bottle option on the order form. But there are lots of reasons (and testing) that go into these decisions, especially with a major direct marketer like Dr. Sears' Institute. That's one reason why it's so important to study the various offers and approaches that are working for different companies. We'll be taking a look at two other magalogs I recently received and their offers/order forms and front covers over the next few days. In the meantime, take a look at the newly-updated details about my COPYWRITING VELOCITY Complete Virtual Program. If you haven't gotten it yet and/or signed up for the not-to-be-missed live group coaching calls with me and my special guests--and you'd like to have a FREE one-on-one coaching session with yours truly--be sure to act as soon as possible. You'll find all the fresh new details right here. Yours for smarter marketing, Kim

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