$1.4 Million Launch from Neil Strauss (Frank Kern/Harlan Kilstein)

swiped by Swipe-Worthy from only375.com ran 2006

In September of 2005, Neil Strauss released his book The Game, which told his story of becoming a pick-up artist and venturing deep into the seduction community....View More

$1.4 Million Launch from Neil Strauss (Frank Kern/Harlan Kilstein)

Key Takeaways

  • If you're going to make big claims about the exclusivity of your offer, you MUST back it up with proper evidence. In this case, they mention that they've signed a contract to sell 375 so it's literally illegal. Although, this is a bit over-the-top, it's an example of what's needed to make the claim believable. Because Neil is a trusted authority, such a claim is accepted more than if it came from someone who hasn't built rapport with their audience. This deal was for avid followers of Neil.
  • The $3,779 price tag may seem ridiculous, but it's actually a good lesson in pricing. Many may have scoffed at the price, but remember, only 375 buyers were needed to hit the $1.4 million mark. It didn't need to & shouldn't have appealed to everybody. There are die-hard fans that were willing to pay for it. Also, the live event helped justify the price a LOT.
  • Profile all different types of success stories if possible so you are more likely to connect with a variety of people in your audience. If they hear a story that started with the situation they're in now, it's easier for them to imagine having successful results with the product.
  • Photos depicting an overwhelming amount of effort or research put into a product are great visuals to use for selling. Use Neil's closet full of notes visual as an example.
  • Neil followed up on the success of his book with this product. Use Neil's strategy of moving followers up a ladder & offering more in-depth products. If you don't, you're missing out on a lot of income potential.
  • In industries where new strategies & techniques are used competitively, it is highly-valued & pleasing to know that "secret, new information" being shared won't be seen by everyone & their mother. If you are in such an industry, you may want to think about taking the limited supply approach to play to that desire.

Analyst Spotlight

Swipe-Worthy

Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!

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20 Annotations
Annotations
May 28, 2015

Reiterating the most valuable part of the deal.

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Swipe-Worthy The Founder
May 28, 2015

The 12th Call-To-Action

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Swipe-Worthy The Founder
May 28, 2015

Another attempt to frame the high price tag - break it up into days so it seems small.

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Swipe-Worthy The Founder
May 28, 2015

Another attempt to frame the high price tag - break it up into days so it seems small.

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Swipe-Worthy The Founder
May 28, 2015

Putting their action into perspective & tapping into the fear of regret at an old age,

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Swipe-Worthy The Founder
May 28, 2015

Creating a value comparison so the big $3,779 price seems a lot cheaper than it actually is.

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Swipe-Worthy The Founder
May 28, 2015

It's important Neil addresses the bold exclusivity claims & this point makes it much more believable.

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Swipe-Worthy The Founder
May 28, 2015

Going to the utmost degree to prove to people that this truly is exclusively & can't be shared.

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Swipe-Worthy The Founder
May 28, 2015

Carries the most value of ANYTHING. This was likely the tipping point for many. Meeting & interacting with Neil is worth a LOT to his followers.

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Swipe-Worthy The Founder
May 28, 2015

Continuing to stress exclusivity - emphasis on "NOBODY".

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Swipe-Worthy The Founder
May 28, 2015

A "physical" course is ALWAYS valued more than a digital one.

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Swipe-Worthy The Founder
May 28, 2015

Emphasizing that this is really the ONLY super-effective method available.

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Swipe-Worthy The Founder
May 28, 2015

Addressing the objection "this isn't right for me".

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Swipe-Worthy The Founder
May 28, 2015

A great visual to demonstrate the quality & extensiveness of information.

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Swipe-Worthy The Founder
May 28, 2015

It's important to sell YOURSELF, the expert - this is done here.

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Swipe-Worthy The Founder
May 28, 2015

Each one of the guys mentioned above is different in order to target all of the different types of buyers. The objective is to get the reader to strongly relate to at least one.

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Swipe-Worthy The Founder
May 28, 2015

Continuing to strongly stress the exclusivity.

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Swipe-Worthy The Founder
May 28, 2015

A.k.a It's better than every other product available in the niche.

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Swipe-Worthy The Founder
May 28, 2015

Making the product look as extensive as possible so people feel like they're getting a ton of value. The CDs are taken out of the case & take up a lot of space.

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Swipe-Worthy The Founder
May 28, 2015

The core of the product's pitch is exclusivity. This is made clear immediately in the headline. It may seem over-the-top, but it gets your attention.

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Swipe-Worthy The Founder

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