TAP 02. Lawton Chiles. Copywriting secrets from the master. A Podcast For Real Estate Agents
Lawton Chiles has spent the last 10 years in the direct response industry writing copy for some of the biggest names in Internet marketing including Frank Kern and Ryan Deiss. This is a fascinating insight into the mind of a world-class copywriter. Lawton takes us through the copywriting process and how we can use persuasive copy to motivate our email recipients.
If you’re looking to write better copy and really engage your market (and would wouldn’t you?) you’ll love the way Lawton drills down to uncover the details you need.
I want to say a special thanks to Lawton for giving us his time. There is so much awesome content and great ideas here. There is no way this can’t help you increase the quality and response from your email and direct mail marketing.
Here’ s a summary of names and links Lawton referred to during our interview.
Dan Kennedy (acknowledged as the father of modern day copywriting)
https://www.gkic.com/
http://www.adbeat.com/ Research search terms
http://www.ispionage.com Domain and keyword research. US, Canada and UK only.
http://follow.net/ Creative ad ideas
http://google.com Run a search for a competitor to see if they are spending money
http://amazon.com To research what people are reading.
https://www.youtube.com/ To research what people are watching.
http://www.digitalmarketer.com/ This site helps online marketers with copy ideas, processes etc.. (pretty awesome)
http://www.google.ca/adwords
https://www.facebook.com/advertising
https://www.linkedin.com/static?key=advertising_info
Lawton mentioned 4 online based software platforms that will deliver an automatic email response to a new contact who opts in to receive your free gift.
http://www.aweber.com
http://www.constantcontact.com
http://www.icontact.com
http://www.infusionsoft.com/
http://autorespondermadness.com/ Andre Chaperon
http://bensettle.com/ Email marketing ideas
Terms
POI = Return On Investment
CTR = Click Through Rate
The Back To The Future Email!
Remember the movie Back To The Future?
If not…
A young man is accidentally sent 30 years into the past in a time-traveling DeLorean invented by his friend, Dr. Emmett Brown, and must make sure his high-school-age parents unite in order to save his own existence.
Marty McFly: Wait a minute, Doc. Ah… Are you telling me that you built a time machine… out of a DeLorean?
Dr. Emmett Brown: The way I see it, if you’re gonna build a time machine into a car, why not do it with some style?
So the story is incredible. Here’s how I would frame the email.
Subject Line: 88 Miles An Hour…In A DeLorean
Body Copy
Hi (FIRST NAME)
Remember Back To The Future?
It’s such an epic film…and one of my favorites.
If you don’t remember it…here’s a refresher…
A young man is accidentally sent 30 years into the past in a time-traveling DeLorean invented by his friend, Dr. Emmett Brown, and must make sure his high-school-age parents unite in order to save his own existence.
It was a WILD ride…
…full of epic turns and twists and so exciting to see. It gave us a glimpse of what the future could hold.
And today, I wish I could go back in time to give you one thing…
One key to unlock your business—fast…
…even though I don’t have a De Lorean.
I would—if I could go back in time—give you the gift of getting attention and keeping it for the long term. In your emails, sales letters and videos.
I wouldn’t stop there either!
Next, I would show you tips and methods to get HIGHER open rates. Once that was done—and humming along nicely with new eyes seeing your messages—I would go ones step further.
How? Well it’s pretty easy.
I would show you the compelling storytelling angles and ‘frames’ Hollywood uses to craft stories which SELL.
You see FIRSTNAME, if I could go back just 1 year ago, and GIVE you the tactics and secrets I know about email and sales letters and getting attention, it would revolutionize your sales.
That act alone would VERY LIKELY get you stellar results.
And while I can’t go back in time (yet!) I can give you a great chance to access my email and sales letter templates.
However—why would you want what I have?
How exactly can it take your business to the next level of income you desire…a far richer freedom for yourself and your family, etc?
[in the above paragraph put in the benefits your product gives your customer—mine are freedom, more income etc. You see I’ve put out three or four of them].
Here’s how:
•Imagine getting hold of easy ‘fill in the blank email and salesletter’ templates which WORK in nearly any market or industry?
•Think about the current income from your work. And add in the fact you’ll now have world-class converting copy to throw into your letters, emails and videos.
•BOOM! I know you have great products—and now you’ve got the compelling language and psychological triggers which persuade folks to buy.
Listen: You won’t pay an arm or a leg either (others have though, $100-$150 per email!). You’ll only need to invest a small fraction of that price.
To get access to all ten templates, including the Hollywood email 5 pack and the 3 step sales letter method I use everyday, just go here:
LINK
Talk soon,
Lawton
P.S- Oh, I’m on a tight schedule with this. I’m only releasing 300 of the sales letter templates and after that, it’s gonna go back in the vault for awhile, so if you think this is right for you, ACT NOW.
After 4 days from now —on XYZ— it goes back into my vault.
Here’s the link to go sign up. [URL LINK]
Remember you’ll get the Hollywood templates and stories as well as the sales letter template.
LINK
[This is where you’d put a limit on the number you are giving away or the fact that you’ve got this deal for the first 300 people…or the fact you’ve got a killer new bonus for all those who buy in the next 7 days but then it’s GONE. ]
Contact Lawton: https://www.facebook.com/Lawtonchiles