This Swipe Study is particularly powerful because it showcases an approach Ryan Deiss used since 2011 to pitch multiple big products. There's no doubt that this...View More worked for him. As you'll see below, he pitched all of the corresponding products with an "Is Dead/Death of" hook. He starts of with a headline that mentions how a major way his audience is operating is now dead or dying. For example, "Webinars Are Dead", "SEO is Dying" etc. This is one of the strongest and extreme ways to get across that a current way of doing things no longer works, which is a big attention-grabber. From there, he further discusses why it's dying and how he's implementing a new approach that works much better. That new approach & alternative is the solution he's selling. Overall, he starts by getting you a bit worried (especially if what's stated as "dead" is something you're currently relying on) and then, brings the mood back up by saying he has the perfect solution which is working great.
“Is Dead/Death of” Copy Strategy from Ryan Deiss Swiped in July 2015
If you're going to use the "is dead" hook Ryan uses, follow this structure: say a particular way of doing things in your industry is dead & no longer working, briefly explain why and then mention that there is a solution, which is working much better. If you are personally using this solution (which you should be if you're endorsing it), make sure you mention that you are personally using it so people take what you're saying more seriously.
When something is working for you, try replicating it elsewhere as Ryan did. This is a strategy that can effectively be used in a variety of different niches & situations.
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!
Visit the archives of this swipe's source URL or view past screenshots of digitalmarketer.com below.