Mr. X Sales Letter by Jay Abraham

swiped by Mike Schauer from abraham.com ran 2006

"How a man Jay only refers to as 'Mr. X' pirated $50,000 worth of Jay's closely guarded secrets & proprietary materials, then revealed everything to the public for much less than $500..."

A classic sales letter from one of the greatest marketers alive, Jay Abraham. In 2006, when Jay was releasing new products regularly, he decided to put out a...View More

How a man Jay only refers to as 'Mr. X' pirated $50,000 worth of Jay's closely guarded secrets & proprietary materials, then revealed everything to the public for much less than $500...

Key Takeaways

  • This is an excellent sales letter to model for a reference guide or curation-type product. Don’t have a true story like Jay’s? Most of us don’t, BUT that doesn’t mean you can’t use the power of story. Jay’s story worked extra well because it had such a dramatic opening & climax. However, certain core themes are prevalent in the story that you can definitely use...
  • For instance, some important themes of Jay’s story are: how it took an insane amount of time & work to put it together (go into detail), how absurdly high the dollar value is if you add up the program costs being referenced (get specific) and how you’re torn about releasing it at that price followed by irresistible bonuses & a bold guarantee.
  • Notice how even though the product is a distillation of Jay’s materials, because "Mr. X" put it together, he also has to sell the prospect on Mr. X's credibility. In the annotations I point out a few areas where he does this. If he ignored Mr. X’s credibility, prospects could be skeptical of his summation & writing skills.
  • Always strive to create “O wait, there’s more” moments. Here’s a summary of how Jay did it: buys rights to book → offers it for same price (after ranting how it’s too low) → includes 6 gifts on top of the discount offer → it’s a new, digital version → 90-day money-back guarantee → you can keep the bonuses even if you get a refund.

Analyst Spotlight

Mike Schauer

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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