Category : Copy and Conversion

Content Marketing Copy and Conversion

The Million Dollar Potato Peeler Sales Pitch

1. Stop traffic. Once a small crowd has gathered Joe waves his audience in closer as a “courtesy” because it “saves me shouting.” He promises, “I won’t ask you for money” to differentiate himself from the panhandlers in the streets of New York City. (And technically he does not ask for money, he asks for a sale.)

You can use this when driving traffic to your offers by promising something of value for visiting your site. Tease curiosity with headlines like, “Exposed: How An Old Man With A Funny Accent Made A Million Dollars Selling Potato Peelers On A NYC Sidewalk”

2. Show your credentials. Notice that Joe surrounds himself with proof of his credentials; his Daily News article is on display, as is his feature article in Vanity Fair and a photo of his appearance on the Today Show. This makes the audience feel safe and provides Joe celebrity status.

You can use this on your website by displaying legitimate credentials about you and your business via testimonial blurbs, endorsements and “As Seen On” icons.

3. Big action opener. Once the audience is close, Joe doesn’t waste time making hyped-up promises or small talk, he just gets right to work demonstrating what his product does and why it matters to his prospects.

You can use this in your pitch by launching straight into a video that shows your product in action. Once you’ve won your prospect’s attention, you can begin to drill down the finer benefits.

4. Describe the tangible benefits. Joe knows his product will appeal to busy moms, so he says, “You do that with the kids, they’ll eat their vegetables.” There’s another brilliant example of some “beyond benefits” a minute or so later when Joe explains that if you fry potatoes and drink red wine like the French, “You’ll live forever, you’ll never die.”

You can use this by thinking through how each benefit of your product can have a positive effect on life for your prospects beyond the obvious.

5. Use humor to bond with your audience. “Does matter if you’re right handed, left handed, or like a politician — under-handed.” This is masterful use of the humor as bonding tool. It furthers Joe’s “man of the people” credentials even though he was a millionaire living on Park Ave.

You can use this with your audience by finding a common enemy to poke fun at, but keep it lighthearted unless your market is extreme in its beliefs.

6. Show the dreadful alternative. Joe holds up the common potato peeler most of us have in our kitchen drawer and says, “You can’t slice potatoes like that with one of these things.” This simple reference to the norm makes what we’ve been using to peel potatoes feel desperately inferior and creates a sudden urgency to replace a utensil that was far from our minds just two minutes earlier.

You can use this by pitting the way your prospects typically do things against how life could be if they were armed with your product or service.

7. It’s easy for anyone to use. Joe hands the peeler to an audience member and has her glide it across a carrot. This gives the audience “social proof” that it isn’t just Joe’s prowess with the tool that makes it so effective.The thing really works!

You can use this online by showing video testimonials of people bragging about how great your product works for them.

8. Reveal “the catch?” Here Joe says, “There’s no trick there’s no skill, but you must use at least six slices.” The caveat is hardly a deal breaker, however by revealing it and adding in the word “but…” you know he’s giving you the truth, making it easy to give him your trust.

You can use this by looking for a place to reveal a small flaw or caveat to your product’s magic and exposing it to build trust.

9. Close with a flurry of benefit bullets. Now that the demo is complete, the proof is shown and the trust is established, it’s time to open the cash register. As Joe pulls out his big bankroll (more proof that the product is popular) he shouts a litany of features and benefits to knock his prospects off the fence…

“They’re made in Switzerland, they’re not made in China.”
“They’re made of stainless steal, they cannot rust.”
“They’re dishwasher safe and I promise you they never need sharpening.”

You can use this by listing the biggest benefits beside or underneath your order button and again on the order form itself.

10. Squash common objections. “And if anyone thinks that’s a special one, you can have that one, I’ll use another one.” Clearly a response to 15 years of skeptical New Yorkers insisting that Joe is shooting with “loaded dice”. He knows it’s on the mind of certain prospects, so he squashes it with a quick line.

You can use this by adding a FAQ section to your sales page to tackle common objections.

11. Special offer pricing. Joe offers “one for $5 or five for $20”. But notice how he builds to the special offer with his phrasing, “They’re five dollars each, they’re worth every penny, they last a lifetime. You can get two for ten, four for twenty and a lot do — you’ll get one free.”

You can use this by thinking of ways to create special offer pricing, just be careful that it doesn’t diminish the original value you’ve worked to establish.

12. Create emotional urgency and justify with logic. “And why would anybody want five peelers if they last a lifetime?” Joe asks, “Cuz you’ve got four friends that’s why.” Then he reminds us that the holidays are coming up and punches the offer with, “you not only save a lot of money, you save a lot of time looking for gifts.” Brilliant.

You can use this by getting your prospects to think about how much the people in their life would benefit from the product and how they’d be a hero for showing up with one as a gift.

13. Keep selling through the sale. As Joe furiously collects cash and hands out peelers, listen to how he runs through his credentials to nudge people over the fence and help them justify their emotional decision to buy…

“Fifteen years I’ve been selling the same thing.”
“1994 I was in the Daily News.”
“Three years ago, Vanity Fair. Julia Roberts on the cover and me in the middle.”
“Best $5 you’ll ever spend.”
“You can’t buy anything in this country that’s made in Switzerland for five dollars… A Swiss Army knife is nearly $100.”
“They don’t make cheap things in Switzerland, they make good things.”

and my favorite line… “You’re not buying these because they’re cheap, you buy ‘em because they’re good and they work.”

Four minute pitch, five dollar product, fifteen years of success, over a million in sales.

Proof that making sales can be easy when you believe in your product and you’ve got the right pitch.

When is the last time you witnessed a master salesperson in action? I’d love to hear about it in the comments.

Kevin Rogers is an A-List online copywriter and sales messaging coach, you can get more great tips


Rock on,


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Content Marketing Copy and Conversion

Get To The Money…


I see it every single day.

Wannabe entrepreneurs who find hundreds of excuses to stall and delay.

They’ll spend weeks reshooting their “welcome” video dozens of times.

They will spend months agonizing over a logo. And even more time on a tagline.

But none of that matters until you can answer one, very important question…

“Will people buy it?”

That’s right.. the video, the logo and the tagline don’t mean a thing unless you get to the core of the issue. And that is if people are willing to take out their wallet and BUY your product.

This is everything – and when you want to sell products and services, you should be focusing on MAKING SALES. Period.

I’m not talking about all of the stuff that happens before a sale is made (like relationship building, blogging, social media, etc.). I’m talking about selling the actual product.

In my Titanium group – I’m always getting on my clients. I continue to say things like, “the sales video is good enough to get out there and start selling”. I’m sure they will chime in here to back up that I’m relentless.

Why do people stall? Why don’t they just get their products out there to see if it resonates with the market?

I’m no psychologist.. it might be fear of failure or rejection? Or they are perfectionists? Or they do not embrace abundance? Or maybe it’s all tied together?


I admit, as someone who works FAST, it can get frustrating when I see really smart, caring entrepreneurs not make a dime online. And spend years spinning their wheels.

So I just take a deep breath, realize that everyone is NOT like me – and keep saying the same thing to them as I’m saying to you now… to just “get to the money”.


Rock on,


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Content Marketing Copy and Conversion

How to Grow Your Business.. WITHOUT “Stats” or “Testing”


Yes, offering multiple versions of your landing pages and sales letters is smart. You can increase your revenue by leaps and bounds. And it takes the guesswork out of your marketing efforts.

BUT – and this is a big but, it’s not always the best move.


That’s right, there are times when you should NOT do testing or even look at your stats.

Let me explain…



One of my Titanium members was obsessed with his “stats” (more specifically, his opt-in rate).

He just launched a new site, was following my advice and started to get newsletter subscribers. But he’d obsess over his stats. He’d not only check them daily, my hunch is he’d check them hourly. He was focusing on the WRONG things.

Finally – I told him ENOUGH!

“For the next 2 weeks, I forbid you from checking your stats. The ONLY think I want you to do is focusing on helping your subscribers and connecting with other people to interview on your site.”

That’s it.

No stats. No split tests. No “tactics”. No selling.

He’s in a micro-niche so it’s not the kind of industry where he can have a list of 200,000 people. But if he could eventually build a list of 2,000, he will create a rock-solid 6-figure income online (possibly more)

And guess what happened? Here’s what he recently posted in our Titanium group…




But that’s not the end of the story. It keeps getting better.

He then posted this update a few days later. Again, this was AFTER he stopped obsessing on his statistics and started focusing on relationships and connections…





He was patient, he followed the course and it’s starting to payoff for him.



Here’s why so many people fail at building an online business following the advice of many “guru’s” (yes, “guru” bashing is popular but it’s a term that will get my point across without a lot of explanation)

They try to impress you with lots of screen shots of fancy “split tests” and how by spending 2 weeks on testing 17 different fonts for their opt-in box, they increased their conversion by 3%. And you guys gobble it up because it looks so impressive – but when you ask for actual case studies, there’s radio silence.

But here’s the biggest problem.

MOST people aren’t even close to ready for that. It’s like taking your driver’s license test at the Indy500. Too much. Too fast.

This is the result…

You get overwhelmed. You buy more “courses” by these people with hopes you’ll match their success (they make it look so easy, don’t they?).

Don’t get me wrong, there is a time and a place for things like split tests. And in one of my companies (that’s a more mature business with strong infrastructure and cash reserves already in place), we do A LOT of testing.

But when for most people, I stick to my message of putting out great content. Connecting with people on a real level. Offering to HELP others first before asking for a dollar. And stop obsessing over your stats.

Just get ONE damn squeeze page up first before creating 20 of them to test. Do ONE THING and start there.

It’s simple and it works.



Rock on,


P.S. If you like this, please share and like below!


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Content Marketing Copy and Conversion Uncategorized

How To Never, Ever “Upsell”


Oh upsell, you devil.

You are so profitable, yet you can do so much damage.

If you are planning on incorporating upsells into your digital business, please heed this advice…

(NOTE: There are differences between upsells, cross-sells and downsells, but for purposes of this post, we’ll just use upsell as a general term. Cool?)


WHY UPSELLS?frieswiththat

I’m not going to feed you the same BS we’ve all been fed.

Things like, “well, if you don’t offer an upsell you are doing your customers a disservice”.


That’s crap and both you and I know it.

If you are selling digital products – you could simply give them all the other “upsell products” included in the product if you really wanted to. But this is a business – and I get it.

There are times when a properly placed upsell makes a lot of sense. Like if they buy something like a DVD and they can purchase more DVDs or CDs at a big discount after checkout. Makes sense and is a big benefit for the customer.

But in most cases – it is done for business purposes, and that’s the truth.

I’m not anti-capitalism, I’m all for it. It just needs to be done smartly and still with your customers best interest in mind.



I’ve done just about every type of upsell you can imagine.

The ability to purchase a “physical” version of the digital product.

Or a “Buy 1, Get 10 FREE” of an archived newsletter.

But here’s a massive mistake so many marketers make…


Let’s look at a hypothetical rxample, shall we?

INITIAL PRODUCT: How to Lose 17 Pounds in 17 Days

THE PITCH: It’s a complete (notice the word COMPLETE) system that shows you exactly how to lose that stubborn fat. Everything you need from nutrition to exercise.

THE UPSELL: Well, if you really want to lose the 17 pounds, this plan doesn’t work without the “fat loss secret”. And the “fat loss secret” report is just $17 more!

That’s where you screwed up.

You told customers your product works on it’s own – and now, you are telling them itcan’t work unless they take your upsell.

Bad, bad news.

Here could have been a better upsell…

THE BETTER UPSELL: The initial product includes complete meal plans – however, if you eat on the go, you can get our “Restaurant Healthy Eating Guide”. It shows you how to pick the meals that fit into the plan at your favorite restaurants. And it’s just $17.

Do you see the difference? It’s subtle but it’s massive.

One upsell is “required” for the initial purchase to work (BAD).

The other complements the initial purchase and adds value (GOOD).

You worked hard to get a customer – don’t screw it up by destroying their trust. That’s a rookie mistake.

Thing big. Think long-term.




P.S. If this resonates with you – please like, share and tweet.

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Copy and Conversion

Email Subject with 100% Open Rate: Part I


The best product. The best sales copy. And the biggest email list in the world doesn’t matter unless people actually OPEN your email.

This is a complete email I recently received…. and play close attention to the headline:

Screen Shot 2013-11-15 at 7.03.14 AM


Now, I didn’t know Owen. We never spoke or emailed before. So it was a “cold” email. (here’s the article).

But how do I not open it? It’s impossible to ignore.

It focused on something so powerful. So irresistible. IT FOCUSED ON ME.

Maybe I’m super-sensitive to this stuff since I do it everyday, but I think his email could have been even more personal. I am assuming he sent the email to all of the 13 other entrepreneurs. If he were my client, I would have recommended him spending 5 more minutes on each email to make it personal.

Just adding something simple and personal like, “Ryan, I really enjoy your work.. especially the article you wrote about XYZ. In fact, I just wrote a blog post that featured you and your insights about this topic”.

That one sentence would have told me this is NOT just a copy/paste email. But either way, I commend him on making this effort.

In fact, in an upcoming post – I will dig much deeper into this. But for now, if you are reaching out to people you want to connect with… take your time to sculpt a personal email.

Oh yeah, by comparison, here’s an instant message I received on Facebook this morning. It’s the exact opposite of what you should do:

Screen Shot 2013-11-15 at 7.48.39 AM

Bad example of a message.

She took ZERO time to know me. ZERO time to know my business. And ZERO time to even use my name in the message.

Then she probably wonders “why is no one responding to my messages?!”.

Be smart. Be focused. And make it PERSONAL whenever possible.



Rock on,


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Business Lifestyle Content Marketing Copy and Conversion Uncategorized

Inside Kevin Trudeau’s Business Model


10 years. That’s the prison sentence long-time informercial pitchman, Kevin Trudeau was just handed down. Ten long years.

While I am certainly no lawyer, nor did I look through thousands of pages of his case, based on the news reports, most of the charges had to do with “misleading” and “misrepresenting” his weight loss claims. For example, saying he can “cure” a disease is a big no-no.

What they didn’t mention was his actual business model – which I studied for years and know very well. Here’s how it essentially functioned…

  • You’d buy one of his hardcover books for around $19.95. And with that $19.95 purchase, you’d receive a few more free special reports. These special reports were a few pages.
  • You would be charged about $12 for shipping and processing for the $19.95 book. At his volume, the books would cost Kevin around $1 and shipping is a few dollars more (you can start to see the profit already). Even if you returned the book for your $19.95 back – the shipping & processing were non-refundable
  • In addition, he’d offer you a second book for “free”. But the “free” book would also be charged additional shipping and processing (up to $10 more).
  • So a $19.95 book (and bonus book) really costs the customer… $19.95 + $12 + $10 = $41.95
  • But his BIG money was on the backend. He probably lost money selling his books and many of his infomercial spots. The idea was to get people into the “continuity” program. At his peak, he was rumored to have over 1 million people paying $9.95 per month for his newsletter/membership site. Yep – around $10 million per month.

He dominated ONE marketing channel, infomercials. That was his speciality and he went deep into that market. He was focused.

I know some people who are like Kevin. They are smart. They are natural salesmen. But there’s a “dark” side and they just can’t resist the temptation to push the envelope. And they leave many hurt people in their wake.

Making up claims is WRONG (and illegal)

Taking advantage of people is WRONG (and illegal)

However, as with everything in life, there are lessons to be learned from Kevin Trudeau’s cautionary tale.  For me, it’s three simple lessons… 1) Go deep into one marketing channel. 2) Have a low-priced front-end product. And then, 3) offer a continuity program. Of course, you must do it by being true in your marketing and not making up claims. But if you do it the RIGHT way, there are certainly riches to be had while HELPING people at the same time.

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Copy and Conversion Uncategorized

How to TRIPLE Your Sales and Conversions



Want to know how to INSTANTLY sell more? I’m talking A LOT more.

It’s very simple… fall in love with the product or service you are offering. That’s it.

When you know deep in your soul your product or service will truly help people… it’s easy to sell it.

This is the reason I can convert so many to sales on a Webinar. Or with a short sales letter. I believe in my stuff 100%. I know people who buy my products will have their lives changed. It’s why I get so excited when I introduce the offer. It’s how I can sell a product (or even an hour of my time) for $1,000 and more with such confidence.

I’ve also seen the opposite happen. People who put up mediocre (or really bad) products and the sales effort falls flat. It’s because deep down they know it’s wrong. They don’t feel good about their product or their offer – and it shows. No matter how many copywriting and “persuasion” courses you take.. you can’t hide it (unless, of course, you are a complete sociopath – and there are many in the “IM” world).

I speak from experience about this. A few years ago I put out a product I thought was pretty good – but it wasn’t the type of product or offer I thought would change lives. And it showed in my sales. The product failed and I had a strange sense of relief when I shut it down. I vowed never, ever do that again. To never put out a product I didn’t believe in 100%.

So before you ponder “which headline is best?” or “should it be a video or written sales letter?”, go back to your product and offer. Make your product and offer SO GOOD and full of so much value – you can’t wait to shout about it from the rooftops. You do everything in your power to tell people about your product and convert them to a sale.

That, my friend, is when the real magic happens. It’s when your marketing becomes flawless. It’s when you are “in the zone”. And it’s when sales just flow in naturally.

Are you with me?

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Copy and Conversion

Big Words in the Health and Fitness Industry

I used to work with a guy who liked to use big words. One of his favorites was “pulchritude.” It means “physical beauty,” which is certainly a nice thing to have or to behold. But it sounds like it means something else. A foul smell, maybe, or a state of physical decay. Imagine seeing that word for the first time. If you think it describes something bad, you can’t possibly understand what the author meant to say.

“Notoriety” is a different kind of word. It’s used interchangeably with “fame,” but it shouldn’t be. If you have notoriety, you’re notorious. You don’t become notorious for doing the right thing. You probably want to achieve some level of fame in your chosen pursuit – we all do. But we don’t want that subset of fame we call notoriety.

What happens when you use words like these in your own communications, in your emails, blog posts, articles, and books? Part of the audience will misunderstand your message, because you’ve used words that don’t mean what most people think they mean. And part of the audience will dismiss you because you’ve used a word in a way that suggests you don’t know its actual definition.

Between those extremes is language that conveys exactly what you mean to say, that can’t be misinterpreted.

Think of one of the most famous declarations of the twentieth century, delivered by President John F. Kennedy in his inaugural address in 1961: “Ask not what your country can do for you. Ask what you can do for your country.”

Complex thoughts can be expressed with simple words. And simple thoughts can be expressed with words that make them seem profound, if not magical. But nothing worth saying can be expressed with words you or your intended readers don’t understand.

Lou Schuler, C.S.C.S., is a journalist and author or coauthor of many popular books about strength training and nutrition, including, most recently, The New Rules of Lifting for Abs with Alwyn Cosgrove. A former fitness editor of Men’s Fitness magazine and fitness director of Men’s Health, he’s contributed to a long list of newspapers and magazines, including Shape, Men’s Journal, Better Homes & Gardens, and Fit Pregnancy.

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