Trump University Sales Letter by Scott Haines

swiped by Swipe-Worthy from jointrumpuniversity.com ran 2006

An excellent sales letter from copywriter Scott Haines selling an eBook series from Trump University in 2006. In addition to the...View More

Trump University Sales Letter by Scott Haines

Key Takeaways

  • Instead of simply selling the main product, Trump University uses free, compelling bonuses to drive the sale. Offering free items creates less resistance vs. just selling the main product. After desire is built for the free items, the main product is introduced as a necessity in order to get the bonuses. However, in this case, the price of the main product (eBook series) is not mentioned until later. All that’s mentioned is that it’s “risk-free”. This keeps the sales letter focused on free & keeps resistance low. Once the four bonuses are mentioned & the main product is fully pitched, the price is introduced & since the person has already built-up desire for the bonuses & has committed their time to read, the price is much more well-received.
  • Whenever you're promoting a great deal, especially a free deal, that sounds almost to good to be true, make sure to bring up “what the catch is” early on. It will help diffuse the tension & shows honesty. It’s especially effective when the tension is high & the caveats are very minor. This provides a big sense of relief.
  • A lot of the bullets used in this sales letter refer to numbered lists falling between 2-8. Numbered lists work well because they represent simplicity, importance/prioritization & are easy to process.
  • Although I can’t say for sure, I would bet heavily that the free consultation was designed to get prospects on the phone & sell them on something expensive like the tuition to enroll in Trump University which supposedly was $30,000!

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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19 Annotations
Annotations
February 29, 2016

Immediately opening with the fact that they will get two free valuable items. This hooks you in to read the rest of copy in anticipation of getting the two free items at the end.

Swipe-Worthy
Swipe-Worthy The Founder
February 29, 2016

Even if they don't purchase after this, they're still giving their email which can be used for follow-up marketing.

Swipe-Worthy
Swipe-Worthy The Founder
February 29, 2016

An incredible P.S. & close. It ties the prospect's success & chracter to whether they take action or not.

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Swipe-Worthy The Founder
February 29, 2016

Up until now, there has been zero mention of price other than the value. Most everything has been labeled as free EXCEPT the eBook series. It was never mentioned that the series was free, only risk-free.

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Swipe-Worthy The Founder
February 29, 2016

A personal consultation has a huge perceived value & makes the prospect feel like they'll have more "done-for-them". From a business perspective, it's worth noting that the focus of this call is likely to pitch back-end offers.

Swipe-Worthy
Swipe-Worthy The Founder
February 29, 2016

As if the deal wasn't good enough, there are also two bonuses & note how they're both labeled as "free" which the report & DVD have been as well.

Swipe-Worthy
Swipe-Worthy The Founder
February 29, 2016

"I'm sure you realize" & "as you can tell" is excellent selling language that assumes they are interested & believe in the value. It also can aid in convincing the person that they do. It's sending the signal that what's being said should be obvious.

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Swipe-Worthy The Founder
February 29, 2016

"Mistakes" is a popular and effective theme for bullets & headlines. Preventing mistakes can often be even more powerful than improvement or gain. No one wants to make a mistake & experience the pain that comes with it.

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Swipe-Worthy The Founder
February 29, 2016

This is similar to an earlier bullet about other experts giving you bad advice. They both are saying that no one else can provide the superior knowledge this product contains.

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Swipe-Worthy The Founder
February 29, 2016

The first of many bonuses that will be introduced to sweeten the deal.

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Swipe-Worthy The Founder
February 29, 2016

Another example of real people makes the claims & offer more realistic.

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Swipe-Worthy The Founder
February 29, 2016

"Inside" & "insider" are powerful words that represent exclusive, special knowledge which has a higher perceived value.

Swipe-Worthy
Swipe-Worthy The Founder
February 29, 2016

Note how many of the bullets, like these, refer to small numbered lists. These are always desirable because they represent simplicity, importance & are easy to process.

Swipe-Worthy
Swipe-Worthy The Founder
February 29, 2016

"Must" is a very powerful word implying that if they ignore it, their success is in jeopardy.

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Swipe-Worthy The Founder
February 29, 2016

Warning you to cautiously take advice from others a.k.a they're the best source of info & you shouldn't look elsewhere.

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Swipe-Worthy The Founder
February 29, 2016

A very effective bullet & headline formula -- questions you must ask or what you need to know "before you...". This is powerful because it's implying that you need this information NOW, before you get started or you may make a big mistake.

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Swipe-Worthy The Founder
February 29, 2016

Examples of real everyday people & their successes & failures make the claims & offer seem a lot more real & believable.

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Swipe-Worthy The Founder
February 29, 2016

Addressing what many people think when a deal sounds too good to be true - "what's the catch?" The two catches sound very reasonable since the trial is risk-free (price not mentioned yet) & downloadable media is likely not an issue. These provide a sense of relief.

Swipe-Worthy
Swipe-Worthy The Founder
February 29, 2016

A "conversation face to face" has a lot more perceived value than an instructional DVD or course geared towards "everyone". "Unscripted & unrehearsed" also bumps up the perceived value as it feels like you're getting exclusive, unfiltered information. Additionally, as you'll learn below, the DVD is really an online video. However, an actual DVD has more perceived value.

Swipe-Worthy
Swipe-Worthy The Founder

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