Day 1: Finding your Sales Hook
01:01- Housekeeping rules- Set to engage with Jon and Yifat- Only join if you have a question
01:34- Talking today about how to find your sales hook
02:00- Jon introduces himself: Tells his Rags to riches story
02:34- How he came to write his first book: Fit over 40
05:25- How Jon got into Internet Marketing
05:50- Inventing the Video Sales Letter
06:48- Video Sales Letter succeeds in attracting more sales
07:00- VSL Takes Jon to the top of Internet Marketing: Gets attention from ClickBank
07:14- Great for selling medium to low dollar products: Anything under $200
07:25- VSL created “quite by accident”
07:30- Incorporated tools from Psychology classes
07:40- A week later, Mike Geary , who had one of the top fitness websites in the world, asks Jon to create of “those VSLs” for his product for $25,000
07:55- Jon was able to create it in one day
08:13- The language company, Pimsleur Gets in touch with Jon to write their control and it puts them above Rosetta Stone- Next thing Jon knows, he’s a copywriter.
08:25- What’s different about this HangOut- Most copywriters don’t know how to create a product
08:35- Marketing and Copywriting are 2 very different things. Copywriting does not necessarily mean Marketing
09:00- If it weren’t for VSL Template- Jon could never have been a copywriter
09:09- Google slaps down on all Fitness Marketing- Even the legit ones
09:35- Jon decides to put Fitness stuff aside and focus on Internet CopyWriting
09:43- Jon taught formula to Ryan Deiss
09:48- Agoura Publishing picks up VSL
10:00: Now among the list of the greatest Internet copywriters in the world
10:26- Customers have earned over a billion dollars going through the tutorial courses that Jon has put together- now called Sellerator, that teaches you the systems Jon uses to write Copy.
10:48- Systems are tantamount to writing Copy most people will not be able to write
11:00- This allowed Jon to now have the lifestyle he enjoys now- and it’s possible for you too
11:22- Jon has a great reputation and loves his customers- You’ll hear all of this in the next 10 days including the steps to the VSL Formula
12:15- How Yifat started with Google Plus and going through courses- Who’s going to listen to me? A system of how to get here
12:38- A few things people are saying in the comments
13:02- We will rotate through the questions
13:22- recognizing some of the viewers
13:37- Lets dive into the topic for today: How to find your Sales Hook
13:50- Jon didn’t have any formal training in CopyWriting- Didn’t want to be influenced by others
14:50- Most people believe that they can’t write
15:22- Drayton Bird, one of the Greatest copywriter and ad men sent Jon this quote by David Olgeby, one Greatest copywriter admen in the 50’s, “unless you can write you can never persuade”
16:16- Copywriting a very specific skill set- Most will need a teacher/tutor/course
16:44- Don’t need to be a copywriter- just need to learn some skills that copywriters use to make people ethically take action
17:07- Copywriting course- distinct for business owners who want to learn how to copy write
17:42- Knowing how to Copy write and write re the most essential things you can know to succeed online.
18:18- Essential to get the skills set down- but you don’t have to be a copywriter- Like Exercising vs being an Olympic Athlete
19:00- What is a Sales hook?
19:10- A Hook is different than a Headline
19:33- A hook alone can sell the product
19:40- Porter Standsbury VSL- Success example
20:14- “End of America”- Example of a powerful Hook
20:38- Know your audience!
20:50- Example of a Non-Hook: Olympic Swimmer
20:40- Keep it simple and relevant
21:55- Fat Burning Switch- Very Good Hook
22:23- Find the best hook for your product
22:34- Most people focus on Headlines before Hooks: WRONG
22:40- The Hook is what will ultimately make you millions on line
22:50- What are the steps to pulling a great Hook
23:00- Number one thing: What is your audience thinking about when they wake up in the morning- Most important question to ask
24:55- Take the guesswork out of CopyWriting
25:10- 3 Steps for CopyWriting
25:50- 3 Questions to ask yourself when trying to write Copy
1) What is the most pressing thing/ What is the thing you worry the most about
2) What is your greatest fear when it comes to writing Copy
3) What is your biggest Dream
30:04- Taking the guesswork out of CopyWriting
30:24- What is the Google HangOut Audience thinking?
31:19- Step #2: The 4 Quadrants of Desire: Wants, Fears, Pleasures, Needs
31:48- “Underneath every need, there’s a very luscious want”
32:55- Step #3: Put that information into a mind map: Simple Hook Formula
33:37- Jon Shares his Simple Hook Formula Mind Map with the audience
33:48- With a hook, you don’t have to worry about what they need, only what they want.
33:55- Come up with 5-6 words per category for you Hook: Fears, Pleasures, wants
37:58- What does your customer want? From the info you’ve been given, what do you think they want? Most people only know what they need
38:38- One common want is respect from others; accalades from other
38:55- People want to look/feel 10 years younger: Commonly comes up
39:35- The Skinny Switch
40:32- Combat the fat
41:02- Formula can be used for coming up with Names/Brands
41:32- How you turn this into Headlines
41:44- Power words
42:28- The power of Systems (or Formulas)
43:08- HangOut listener comments
1:00:40-Prize at the end of the Hang-a-thon
1:01:12- Tomorrow’s topic: Sales Copy Strategy
Your Questions Answered:
43:47- Layla Asks about her Dog Training Business. She has a hard time figuring out how to find a Hook for the many different Dog Behaviors and How to appeal to her emotionally charged clientele. Not sure what her client’s fears are? The answer- Use the formulas, survey your clients
46:33- David Asks: He is an investment advisor asking about building clients and finding leads. Where do you start? How do you incorporate all of this, is there a blue print?
54:01- Kevin Asks: How do you determine if you want to use VSL vs Landers (Page before a sales page)? The answer is TESTING
57:08- Kevin Asks: As far as conversion rates per lander, is there a range for that? Answer: Depends on the product
57:33- Questions from the Comments: Thank you! Very Valuable information!
57:58- Jimmy asks: The end of Harvard and student debt. Is that a good Hook and Headline? Answer: The end of Harvard is a great hook. But there’s a disconnect between Harvard and student debit. What is your prospects greatest fear- Focus on the average student.
59:14- Eli is asking: Are these three steps (Hook Formula) also applicable to selling your movies online? Answer: It’s applicable to selling anything online.
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Every day people’s results.
The Sellerator system removes a lot of the hard work and makes me 2x, 5x, 10x more productive. So hell yeah!
WHY I want it: well simply because your stuff converts – you have more experience than most within this group. We all enjoy your copy writing and our bank accounts enjoy it even more!
Boooooom! FIRST VSL I have put up – 1,399% back or 13.99x ROI!
Took me about two weeks (very part time) to actually script, create a campaign around it and then a TWO DAYS to get the ROI once I flicked the switch with traffic.
Thanks Jon “BADASS” Benson!
Thanks Jon Benson! I did the VSL again with your method and generated 40k in the first week so far!
Not only do you guys have the best content on the web, you’ve also got the best customer service!
Truly a cut above!