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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.
Even if they don't purchase after this, they're still giving their email which can be used for follow-up marketing.
An incredible P.S. & close. It ties the prospect's success & chracter to whether they take action or not.
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.
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.
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.
"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.
"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.
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.
"Inside" & "insider" are powerful words that represent exclusive, special knowledge which has a higher perceived value.
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.
"Must" is a very powerful word implying that if they ignore it, their success is in jeopardy.
Warning you to cautiously take advice from others a.k.a they're the best source of info & you shouldn't look elsewhere.
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.
Examples of real everyday people & their successes & failures make the claims & offer seem a lot more real & believable.
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.
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.
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