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Underground Sales Letters
from Ewen Chia and Dan Lok
$67
The first 15 pages of this 454 page ebook are ads for the co-author's other products. Since the book is so long, I won't accuse the authors of trying to pad the content but it felt like when you buy a DVD and have to watch half a dozen previews before the movie starts.
Once we get started, we're instructed to stop. The 454 page ebook is a swipe file, not our starting point. For that, we're told to find Jason Anderson's interview with Dan Lok, one of the co-authors.
Step #1 is a 17 page document presents a very concise overview on copywriting. Especially useful is Lok's nine-step approach
for put together an online sales message.
Step #2 is reading Russ Phelps' 7-Step process for writing copy. Although, Phelps goes into a little more detail and uses a more sophisticated vocabulary than Lok, it's he same message.
Step #3 is yet another primer on sales copy by Scott T. Smith. Smith breaks his methods down into five elements and doesn't go into nearly as much detail as Lok or Phelps.
Although it's good to study other copywriters, I don't know if I'd consider these reports steps 1-3. They're almost interchangeable. Read one to get a basic strategy and return to the others later.
Now we get into the swipe file. Before I continue, a definition may be in order. All successful copywriters use what's called a 'swipe file' filled with dozens or even hundreds of successful sales letters from the past.
The use their swipe file to clone and adapt headlines, offers, bullet points, closes, guarantees, postscripts, order forms and more. A headline that worked well for a weight-loss product can often be modified slightly for a sales letter for a completely different product.
Some copywriters like to combine elements of two different headlines. Others will swipe a guarantee from one letter and an order form from another. You can't copy the words verbatim, that would be plagiarism but with minor changes, you can easily adapt what's worked in the past.
This is every copywriter's biggest secret. At my mastermind group recently, we were joking that there was probably only one real copywriter that lived years ago and everyone else has been swiping his material ever since.
Underground Sales Letters includes contributions from well-known copywriters like Carl Galletti, Michel Fortin and Yanik Silver as well as newcomers like Jo Han Mok and Lorrie Morgan-Ferrero. For each of the 10 copywriters, there's a bio section along with anywhere from 2-10 of their most successful sales letters.
Rounding out the package is Dan Lok's sales letter checklist. If you can get past some of the awful metaphors Lok uses (hint: avoid analogies involving fish heads), this checklist is quite useful.
Bonuses include "The One Business Secrete That Could Make You Rich" by David Vallieres, "Website Conversion Secrets" by Ewen Chia and "How to Write a Web Site That Sells" by Scott Smith.
Two unannounced bonuses are "Paperless Copywriting" and "7 Proven Insider Secrets", both bundles of good but older products that include resale rights.
While I'm not blown away by every single item in this package, at $67, it's hard to beat.
But it gets better, Pavel Lenshin, the seller offering this package has put together a special bonus package for you if you order through my link.
You'll get a copy of Pavel's Info Alchemist Package as well as his Top 10 Collection of web applications and scripts including a free affiliate program script and a free help desk script for your website.
To collect the extra bonus, simply forward me a copy of your receipt to pavelbonus@gigtime.com after ordering through my link. I'll then send you a link to download the extra bonuses.
To order Underground Sales Letters,
click here.
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