Michel Fortin Brain Dump

Copywriter's are usually filled with awesome business and marketing techniques as well as persuasive skills. Simply because they're involved in so many different product launches and marketing campaigns. So I enjoy getting “hot off the presses” business advice from someone who's involved in markets across the board... > General question today. Have you noticed any offers that really work > well online? Like say... the double your money back guarantee... or > a ton of bonuses... or download now, pay in 7 days... and so forth. > A ton of bonuses is seen a lot of course (although Brausch doesn't > seem to believe in them). But is there a secret weapon offer? Or one > that you recommend to clients?

Michel's Brain: The best? The basic versus premium offer. For example, a "standard" versus a "platinum" package. You offer the topmost, higher ticket one first, and you subtlely downsell them to the lesser package. You can see this with John Carlton, for example, with his recent coaching program. Or some of the major alternative health offers. Basically, you offer a high-end product at first. The copy focuses on *THAT* product. You describe the offer, give all the bells and whistles, bonuses, extras, etc. And then, right after you mention the price, you describe the "Standard" (or "cheaper" package) offer. We've testing this with not only marketers but also with heavy hitters. We're talking about huge companies, with millions (like 13 million subscribers) on their lists, and heavily trafficked websites. And this seems to be the best model right now. The great thing about Michel is that you don't get any dogma from him. This answer about bonuses will probably forever change the way you use them in your copy...