02-10-2013, 04:50 AM
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CONTENTS
What You’ll Receive From This Course ........................................................................................... 5
How To Effortlessly Manipulate Others .......................................................................................... 7
People Are Afraid ........................................................................................................................ 7
People Don’t Like Responsibility ................................................................................................. 8
People Feel Guilty About Their Mistakes .................................................................................... 8
People Are Tired Of Being Screwed Over ................................................................................... 8
People Want In............................................................................................................................ 9
People Want Approval ................................................................................................................ 9
People Want To Be Protected ..................................................................................................... 9
How To Know What The Hell You’re Talking About ..................................................................... 11
Understand Your Audience ....................................................................................................... 11
Research The Competition ........................................................................................................ 12
Look At Professional Publications ............................................................................................. 12
Find Out What People Are Saying ............................................................................................. 12
What Sets You Apart? ............................................................................................................... 13 What is a USP? ...................................................................................................................... 13 Successful Sales Copy and USP ............................................................................................. 14 How to Incorporate a Unique Selling Proposition ................................................................ 14
Conversion Testing: Being Good And Getting Better ................................................................... 17 What is Conversion Testing? ..................................................................................................... 17 What Does Conversion Testing Look For? ................................................................................ 17 Why Conversion Testing is Important ...................................................................................... 18 How to Perform Conversion Testing ......................................................................................... 18
3
What Should be Tested? ........................................................................................................... 19 Finishing the Conversion Testing .............................................................................................. 19
Critical Elements Of Strong Copy .................................................................................................. 21
Headlines................................................................................................................................... 21
Now You Can Join… ............................................................................................................... 22
“Here’s Your Chance To…” .................................................................................................... 23
“How To…” ............................................................................................................................ 23
“Are You Having A Problem?” ............................................................................................... 23
Openings ................................................................................................................................... 24
Don’t Dawdle ........................................................................................................................ 24
Don’t Divert From Your Headline ......................................................................................... 24
Tell a strong, interesting story .............................................................................................. 24
State OR Clarify benefits ....................................................................................................... 25
Ask A Barrage Of Questions .................................................................................................. 25
Make An Insane Statement................................................................................................... 26
Bullets........................................................................................................................................ 26
Sub-Headlines ........................................................................................................................... 27
Testimonials .............................................................................................................................. 27
Developing Your Voice .............................................................................................................. 28
“Just the Facts?” ....................................................................................................................... 29
Core Emotions ....................................................................................................................... 30
Logical Principles ................................................................................................................... 30
What Movies Can Teach You About Copywriting ......................................................................... 32
Your Buyer – The Main Character ............................................................................................. 33
4
Explain Their Pain .................................................................................................................. 33
Introduce The Bad Guy ......................................................................................................... 34
It’s Not Their Fault ................................................................................................................ 34
Your Solution: Time For A Change ............................................................................................ 35
The Right And Wrong With You ............................................................................................ 35
Always Be Visual ................................................................................................................... 36
Overcoming Natural Objections ........................................................................................... 37
Start The Journey ...................................................................................................................... 37
Your Offer: Raise The Stakes ..................................................................................................... 38
Call To Action: The Climax ......................................................................................................... 39 The Opportunity .................................................................................................................... 40 The Promise .......................................................................................................................... 40 Explain Your Unique Vaue ..................................................................................................... 40 The Price................................................................................................................................ 41 Justify the Purchase .............................................................................................................. 41
Out Of Options, Out Of Time ................................................................................................ 41
Provide A Guarantee ............................................................................................................. 42
Postscript .............................................................................................................................. 43
Life As A Copywriter ...................................................................................................................... 44
Quality Collateral ...................................................................................................................... 44
Client Revision ........................................................................................................................... 44
Keeping Track Of Your Work ..................................................................................................... 45
Contingency Planning ............................................................................................................... 46
Making The Most Of Desk Time .................................................................................................... 47
5
The Right Stuff........................................................................................................................... 47
Mind Mapping Software ........................................................................................................... 48
Dictation Software .................................................................................................................... 48
Eye Defender ............................................................................................................................. 49
Your Best Tool: Your Noggin ..................................................................................................... 49
Final Thoughts ............................................................................................................................... 50
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Copywriting Champion
http://normanmcculloch.com/whouse/new-emp/Copywriting-Champion-MRR-13.zip
Audios 1+2
http://normanmcculloch.com/whouse/new-emp/MP3_1_2_Audio.zip
Audios 3+4
http://normanmcculloch.com/whouse/new-emp/MP3_3_4_Audio.zip
Audios 5+6+7+8
http://normanmcculloch.com/whouse/new-emp/MP3_5_6_7_8_Audio.zip
Audios 10
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Audios 9+11
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