Big Black Book Sales Letter from Boardroom

swiped by Swipe-Worthy in July 2015 from mybottomline.com/

This sales letter comes from Bottom Line Publications or Boardroom, a newsletter publishing company known for their amazing copywriting & direct mail mastery....View More

Big Black Book Sales Letter from Boardroom

Key Takeaways

  • This is a great example to study if you're selling a book with a lot of valuable information. Pay attention to how they use bullet points or fascinations to tease the prospect as to what's inside. Because there are so many teasers, there's a good chance you'll see at least one bullet that intrigues you and the more you find interesting, the more likely you are to buy. Hence, why so many topics & secrets are hinted at.
  • When you have a product that's multi-faceted like the Big Black Book, don't think you have to start with an opening that describes the whole book. In this case, they focus on modern medicine & then lead into other topics.
  • Bottom Line uses the idea of hidden dangers to reel you in, hints at the many other hidden dangers & then presents their secrets (the book) as a way of keeping you safe and helping you not only avoid those dangers, but laugh in their face too.
  • A secret wouldn't have much perceived value if you could imagine people sharing them freely. Bottom Line mentions that these secrets are hidden because they come from professional that don't want you to know them (so they can extract money from you).
  • This puts Bottom Line on your side - you're both fighting up against these "bad guys". It's rare that "secrets" are sold without an explanation of how certain people really don't want them to be shared.
  • Pay attention to how Bottom Line is selling EMOTIONS. Feelings of confidence (they will have the best knowledge available), control (they can no longer be taken advantage of), security (they feel secure moving forward with their new knowledge & confidence), importance (getting treated like VIPs), a feeling of being able to command respect & attention from others (they want to impress & get acceptance from others) etc. You should always put your biggest focus on emotion.

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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10 Annotations
Annotations
July 29, 2015

They're selling a feeling. Confidence, security, self-worth, happiness etc. The actual specifics are just ways to get to those feelings.

Swipe-Worthy
Swipe-Worthy The Founder
July 29, 2015

What this whole letter has been pointing out. Every significant part of your life will be improved as the result of this book. Covering all of these different topics makes it more likely that something particular will resonate with the prospect & could cause them to buy from that alone.

Swipe-Worthy
Swipe-Worthy The Founder
July 29, 2015

Creating a value comparison that implies you will make plenty times over the amount of money you invested.

Swipe-Worthy
Swipe-Worthy The Founder
July 29, 2015

Reiterating how powerful the secrets are & how savvy you will become against the "bad guys" which are the professionals trying to extract money from you.

Swipe-Worthy
Swipe-Worthy The Founder
July 29, 2015

An example of the many teasers they present in the letter - "on this particular page you will meet/find/learn/discover this amazing thing".

Swipe-Worthy
Swipe-Worthy The Founder
July 29, 2015

Great wording which really means you will ask them to buy - "invite you to inspect a copy".

Swipe-Worthy
Swipe-Worthy The Founder
July 29, 2015

Makes the info even more desirable, valued & exclusive.

Swipe-Worthy
Swipe-Worthy The Founder
July 29, 2015

2 million is a huge number. It instantly gives the book a lot of clout & the 534 pages represents big value.

Swipe-Worthy
Swipe-Worthy The Founder
July 29, 2015

Everyone has a desire to know special "secrets". This book represents the ultimate stash of "secrets". Notice how the points mentioned above are mostly related to how they will feel amongst their peers. They'll feel like an insider, they'll no longer get taken advantage by others, they'll command respect & attention, get VIP treatment etc.

Swipe-Worthy
Swipe-Worthy The Founder
July 29, 2015

Starting with one specific aspect of the book makes the message more impactful vs. a generic book pitch. They give enough information to hint at the shocking revelations, but don't give away the details.

Swipe-Worthy
Swipe-Worthy The Founder

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