20 Years Without Water Sales Letter from Agora Publishing

swiped by Swipe-Worthy in July 2015

The copy in this sales letter ran in the form of a direct-mail magalog & was sent out to tens of millions of households. Clearly, it was a successful campaign....View More

20 Years Without Water Sales Letter from Agora Publishing

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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13 Annotations
Annotations
July 29, 2015

A great close that starts by making the purchase seem like no big deal ("why not give it a whirl"). Then reiterates the offer & guarantee followed by a statement that could make them feel like they'll still be in "prison" if they don't take action.

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

Cleverly saving a bonus for the P.S. to pile on the value even more & increase the chances of tipping the scale.

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

Great example of a decisive list that gives the reader confidence in the content & deal involved.

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

Reminding the reader who the bad guys are - the corporations & drug companies.

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

Implying not only that his knowledge is impressive, but that he will likely have more, new compelling information based on his previous track record.

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

The 100,000 reader mark makes the newsletter & the doctor seem much more credible.

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

One of the last of over a dozen myths smashed (fairly convincingly). Notice how in between the myth smashing above, there are multiple mentions of bonus reports containing further information. They're selling the bonuses continuously using a variety of teasers.

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

Turning the uncomfortable idea of being skeptical into a desirable trait that the doctor advocates (he questions everything medical professional say). Notice how the guarantee is softly mentioned here (early).

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

Corporations are the "bad guy" in this narrative. They're positioned as the reason why the prospect has never heard the "real truths" which the sales letter is about to expose.

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Swipe-Worthy The Founder
July 29, 2015

Necessary to make the claims credible.

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

The core meaning behind the pitch - you can live long & healthy following what you enjoy, specifically things you previously thought were unhealthy. It represents freedom, less paranoia and a big sense of control.

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

All completely contradictory claims that make you want to know how they're possibly going to back them up.

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

A shocking claim that contradicts everything we've heard about water. It's a very bold attention grabber.

Swipe-Worthy
Swipe-Worthy The Founder

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