THE LAW AND ORDER TECHNIQUE FOR EARNING MORE WITH PRODUCT LAUNCHES

How do big time info product marketers make 7 or more figures per year?

They use something called the “Law and order” technique.

If you’ve watched this show you’ll remember that new cast members were constantly being introduced. But there’s a reason for that. You see, the problem with shows like Friends is that eventually the actors become very important (which is how the cast of Friends wound up getting millions per episode).

Law and Order is different.

None of the actors are irreplaceable.

Which is why this show has been on TV for decades.

Now, here’s the point:

It goes without saying that a $2997 info product will make more money than a $47 product.

The problem is that selling your product at that price point requires a, “figure head.”

You basically need an, “expert” behind the product.

A good example of this is Jeff Walkers Product Launch Formula.

But there’s a BIG problem with this system.

If you want to make 7 figures a year you’re going to have to do a LOT of launches.

This is difficult to do with one person.

The solution is to use the Law and Order technique.

You get in a bunch of, “Experts” and they do the launches.

This method is used in many niches.

The best example is the golf niche.

There are companies out there who sell millions of dollars-worth of golf courses every year.

(Stuff like how to improve your swing or whatever).

These companies will hire a pro, create a course and launch with his name attached to it.

A couple of weeks or months later they get in another guy and repeat the process.

Companies that sell financial newsletters do this as well.

In fact, a while back I worked for a guy in the Forex niche who employed four of these experts.

He would constantly rotate between these guys and do launches every 1-2 months.

Each of these experts was paid a flat fee and commission for their trouble.

Using them the owner of this company could do dozens of launches…

…and made well over 7 figures a year.

Not only that, if these guys ever gave him a hard time or asked for more money…

…he would replace them in a flash.

Cheers,

Alastair Walton

WHY YOU SHOULD NEVER HIRE A COPYWRITER

This might sound like I’m shooting myself in the foot.

(After all, the point of writing this is so that you’ll hire me).

But the truth is that a lot of people are far better off writing copy themselves.

You see, the fact is that no one knows more about your product than you do.

Not only that, you probably know an awful lot about the market you’re selling to.

What this means is that often the best person to write the copy is YOU.

This being said, there are times when you SHOULD hire a copywriter.

One of these times is if you know absolutely nothing about writing copy.

Another is when you really don’t have time to write copy.

A third is if you want to split test your copy.

If you ever reach the point where you’re in the money zone and have maxed out conversions. Where you simply cannot find a way to improve the copy…well…that’s the point where you might want to bring in a fresh set of eyes. In that case, consider hiring someone who can approach the project from a new angle. Someone who can say something different about your product which you haven’t thought of before.

Get the person to write a sales letter and then split test it against yours.

They might end up doing better than you.

Who knows?

More tomorrow:

Cheers,

Alastair Walton

THE #1 THING THAT COPYWRITERS HATE

What’s the most irritating thing a client can do?

Promise work that doesn’t exist.

This was something I noticed when I first started freelance copywriting.

About 70% of clients would promise future work.

The line was always something like…

“If this goes well I have more work for you.”

“I want to work with someone long term.”

Or something to that effect.

The funny thing is that almost none of this so called work materialized. After a while I stopped replying to people who said things like this. If they mentioned future work I would immediately tune out and slot them into the not serious category. The reason why clients do this is basically to manipulate you. They dangle the prospect of future work in front of desperate writers to get them to jump through hoops (BTW, in psychology this is known as a future adventures projection. You tell people something great is going to happen to get them excited.)

It’s the type of sleazy trick that people like pick up artists use.

If you do this do you think I’m going to want to work with you?

Probably not.

Most clients believe they’re in a buyers-market and can jerk writers around. But the truth is that finding someone who makes deadlines 100% of the time, and can actually write is harder than it seems. So make sure to treat your writers like gold.

If you’re a copywriter avoid people like this.

And if you’re trying to hire copywriters don’t ever do it.

It’s the easiest way to get yourself written off as a time waster.

Bottom line:

Don’t promise future work and avoid making promises you can’t keep.

Cheers,

Alastair Walton

WHY YOU SHOULD WRITE DAILY BLOG POSTS (EVEN IF NO ONE READS THEM)

Let’s talk about copywriting and how to improve your skills.

Anyone who sells products or services online will know that marketing is paramount.

Your business will die unless you have a continuous flow of leads, clients and sales.

That’s why mastering the skill of writing copy that converts is absolutely critical.

The better you are at copywriting the more money you will make.

That’s a guaranteed fact.

If you’re struggling with this my advice is to start a blog.

Try to write at least one post a day.

(Even if no one reads them)

It doesn’t have to be long 200-300 words is more than enough.

You see, one of the easiest ways to get good at something is to do it every day. Writing daily blog posts gives you a chance to practice and internalize various copywriting techniques. Your blog is like a lab where you get to experiment and play around. You can practice everything: stories, headlines, transitions, your P.S.

The sky’s the limit.

Once you get into the habit of doing this you’ll find yourself rapidly improving.

Writing a daily blog also means you have to come up with new ideas every single day.

Doing this will train your creative ability.

“Writers block” will become a thing of the past.

You’ll dramatically increase the speed at which you write copy.

One more thing:

A copywriting blog is hands down the best marketing tool for copywriters

You wouldn’t believe how many people have hired me after reading my blog.

It really works like magic.

Start today.

Cheers,

Alastair Walton

P.S. Another benefit of writing daily blog posts is that you can repurpose them into other content. Your blog posts can be turned into emails, social media posts and even products eventually.

AN EASY WAY TO MAKE YOUR COPY MORE POWERFUL

Want an easy way to make your copy more powerful?

Here you go:

Reading copy out aloud can dramatically increase the quality of your work.

Every time you do it you’ll find something to change.

You’ll pick up on mistakes you otherwise wouldn’t have noticed.

Plus it makes everything smoother and easier to read.

Reading copy out aloud also gives you a completely different perspective on it.

This technique works like magic and it’s something that every copywriter should do.

How many times should you read it out?

At least ten.

It’s usually by the tenth time that the copy really starts to click.

Yes, this is hard and takes a while but it’s worth it.

And if it can increase sales then it’s DEFINITELY worth it.

Give it a whirl and see what happens.

Cheers,

Alastair Walton

P.S. What’s also interesting is that old school copywriters swore by this technique. In fact, what they would often do was take an in person sales pitch (something that had been used 100’s of times to make sales in real life) and simply transcribe this and edit it into copy. Supposedly this was one of the most effective ways to write sales copy. It’s also the secret behind some of the most powerful sales letters ever written.

WHAT TO DO IF YOU’RE STRUGGLING TO GET COPYWRITING CLIENTS

A lot of copywriters are obsessed with having work.

If they don’t have multiple clients and something to write every day they freak out.

Their blood pressure rises and they think it’s the end of the world.

How they feel is entirely determined by whether or not they have work.

I used to be exactly like this.

But here’s what you have to realize:

There’s no such thing as having no clients.

Why?

Because you are your #1 client.

What I’m trying to say is that you should always have a side project going on. You need to be working on something that can make you money. Whether that’s doing consulting work, building a businesses or selling courses. If you do this you won’t have to worry about clients ever again. What’s more, your side business might eventually blossom into a full time gig. You should also be continually improving your skills and finding ways to market your business.

If you had done that in the first place you would have avoided the no work problem.

Personally I love not having clients.

It gives me a chance to take a break, relax and not have to deal with the stress they cause.

Yes, if you have bills to pay you probably don’t want to hear this.

But that’s why you need to be confident in your abilities and believe that work will always come.

Otherwise you’ll turn into a nervous wreck.

(And that’s no good for anyone, is it?)

Cheers,

Alastair Walton

WHY YOU SHOULD WRITE YOUR AD BEFORE CREATING YOUR PRODUCT

Here’s a quote I saw the other day:

“Sell the tickets before you write the play because if nobody buys the tickets, you won’t need the play.”

These are wise words.

The point is that many times entrepreneurs take months or even years developing products to sell before they’ve spent any time gauging whether people actually wanted those products in the first place. In other words, they wrote the play and then tried to sell the tickets…

There’s a simple way to avoid this happening to you.

You see, what you want to do is write your ad BEFORE you create the product.

Doing this allows you to figure out what people actually want. You can think about what you need to say, learn how to target your markets hot buttons with pin point accuracy and discover the benefits your audience is actually looking for.

(Instead of what you THINK they need).

Cheers,

Alastair Walton

WHY YOU SHOULD EMAIL YOUR LIST EVERY SINGLE DAY

Something I’m often asked is this:

How often should you email your list.

The answer is every single day.

There’s a simple reason for this.

Emailing daily creates a far DEEPER bond with your audience than let’s say, emailing once a week or month. Think about it like this: Who are you closer to someone you see every day or once a month?

Here’s something else you should realize:

Most people get a LOT of emails.

So by mailing every day you greatly increase the chances that your messages will actually be seen.

One more thing…

When you send daily emails the secret to getting read is keeping them short.

Your emails shouldn’t be long.

Keep them short, easy to read and to the point.

That way people will always be eager to open up your messages.

(Emails which are a chore to read just get deleted.)

Bottom line:

Send daily emails and keep them short.

Cheers,

Alastair Walton

WHAT SCIENTOLOGY CAN TEACH YOU ABOUT COPYWRITING

You have to agree that Scientology is a truly fascinating subject.

It’s amazing how one man managed to build a billion dollar cult, persuade thousands of gullible people to follow him and get away with it. And despite what you may think about scientology founder L Ron Hubbard, the guy was a genius.

(Especially from a marketing perspective)

But there’s a good reason why he was so, “Successful.”

And it’s a lesson copywriters should take to heart.

You see, Hubbard started out writing sci-fi stories for a penny a word.

As you can imagine he was dirt poor and struggled financially.

Everything changed when he wrote the first Scientology manual called Dianetics.

This book was a wild success, built his cult and made him rich. And after that book came hundreds of others plus seminars, courses and services like auditing (Most of which he sold through mailing lists.) The point I’m trying to make is that he only found success when he started selling his own products…

…instead of making other people rich.  

And so should you.

Don’t waste your time chasing clients and writing for a penny a word.

Creating and selling your own products is a far better option.

Especially if you want to get RICH.

Cheers,

Alastair Walton

HOW TO GET A 50% CONVERSION RATE

You’ve probably heard about people who get sky high conversion rates.

I’m talking mind boggling figures like 10%, 20% or even 50%

So how do you hit incredible numbers like this?

Is it your price point, your copy or having an amazing grand slam product?

Yes, all of these things count and play an important role.

But what’s equally or even more important than all of that are your LEADS.

Think about it:

If you were selling bottled water to people crawling out of the desert what do you think your conversion rates would be?

(Probably about a 100%)

The point I’m trying to make is when selling anything your LEADS are vitally important.

So what type of person makes the ultimate lead?

Ideally you want someone who has money to spend. Who has bought something similar to what you’re selling…and has done so within 90 days. Most importantly you want someone who is DESPERATE for what you have to offer. For example, there are 100’s of ways to promote your products from newspaper ads to online banners.

But in the world of direct marketing the most commonly used method is mailing lists.

As long as you send the right offer to the right list you’re almost guaranteed success.

Alternatively, if you send the wrong offer to the wrong list your campaign will BOMB.

Bottom line:

Before doing anything else pay attention to your LEADS.

(And make sure they are GOLDEN!)

Cheers,

Alastair Walton