State Of The Art Copywriting Dr Harlan Kilstein Affilicon Israel June 1 2 2009


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State Of The Art Copywriting Dr Harlan Kilstein Affilicon Israel June 1 2 2009

  1. 1. State of the Art Copywriting June 2009 –Affilicon, Israel Dr. Harlan Kilstein
  2. 2. Why You Should Listen To Me <ul><li>Write Copy For All The Top Online Gurus Including… </li></ul><ul><li>Frank Kern, Jay Abraham, Rich Schefren, Ryan Diess, Alex Mandossian, T. Harv Eker, Ed Dale, Jeff Johnson, Stephen Pierce, Perry Marshall, Joe Vitale, Bob Proctor, & Maria Andros </li></ul><ul><li>Hold The Record For The Fastest Million Dollars Made Online - 19 Minutes </li></ul>
  3. 3. Stand Out From The Crowd <ul><li>Build a Relationship With Your List </li></ul><ul><li>People Lead Boring Lives </li></ul><ul><li>Copy Becomes Theatre. Be the One Thing That Gets Their Adrenaline Going </li></ul><ul><li>Get Inside the Mind of Your Audience </li></ul><ul><li>Reach Out With a Killer Hook to Force Them to Stay on the Page </li></ul><ul><li>If Your Product Does What You Say, You Can Say Outrageous Things </li></ul>
  4. 4. Before You Write A Word <ul><li>Do Your Market Research </li></ul><ul><li>Create An Avatar </li></ul><ul><li>What Is Your USP </li></ul><ul><li>List - Offer - Copy </li></ul>
  5. 6. Grab Their Attention <ul><li>The Role Of Your Headline </li></ul><ul><li>Hooking The Reader </li></ul><ul><li>How Many Benefits Are In Your Headline? </li></ul><ul><li>Follow Up On Your Headline Immediately in Your Copy </li></ul>
  6. 8. Start At The End <ul><li>What Is Your Offer? </li></ul><ul><li>Risk Reversal </li></ul><ul><li>What Do You Want Them To Do? </li></ul><ul><li>Upsells & Downsells </li></ul>
  7. 9. Use Emotional Triggers <ul><li>Start the Emotional Trigger in the Subject Line of Your Email </li></ul><ul><li>Balance the Tight-rope of Emotions Between Causing Them to Inhale and Causing Them to Be Depressed </li></ul><ul><li>Anchor Those Emotions Throughout the Copy and Show Them the Only Way Out Is to Buy the Product </li></ul><ul><li>No Order Buttons Until Way Into Copy </li></ul><ul><li>Links Never Say Order or Buy </li></ul>
  8. 13. Get Immediate Rapport <ul><li>Reality Vs. Appeal </li></ul><ul><li>Eat a Pill…Go to Sleep…Wake Up Thin </li></ul><ul><li>Buy a Book…don’t Read It…get Rich </li></ul><ul><li>The Returned Blank Tapes </li></ul><ul><li>Reading the Copy = Taking Action </li></ul><ul><li>Getting Inside Their Heads </li></ul><ul><li>Support Their Beliefs </li></ul>
  9. 18. Be Relevant and Timely <ul><li>Items in the news </li></ul><ul><li>TV programs or movies </li></ul><ul><li>Holidays </li></ul><ul><li>The trend is my friend </li></ul>
  10. 22. Repeat The Mantra <ul><li>Quick </li></ul><ul><li>Easy </li></ul><ul><li>Cheap </li></ul>
  11. 25. Adding Video To The Mix <ul><li>Video Is Now Critical </li></ul><ul><li>Video W/O Sales Page Is Out Pulling Sales Page! </li></ul><ul><li>People Have Short Attention Spans </li></ul><ul><li>Video Must Have A Call To Action </li></ul>
  12. 27. Major Take Aways <ul><li>Grab and hold attention </li></ul><ul><li>Don’t give them an easy out </li></ul><ul><li>Resell them on the order page </li></ul><ul><li>Train your list to buy </li></ul>
  13. 28. Study My Copy <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>And Remember To Buy Something… I need the money!
  14. 29.