What's most interesting about this ad campaign (which ran for 5+ years) is how closely related its core concept is to a 2006 sales letter that sold $1.4 million...View More
worth of product. That sales letter is here: http://swiped.co/file/annihilationlaunch-kern/ The core marketing concept is that the information you acquire from the product will be so valuable & secretive, that you must sign a contract agreeing to not share it with anybody else. It is the ultimate exclusivity pitch and it goes to show you that the concept of exclusivity is continuously effective (in this example, for almost a whole century!). This goes for the concept of selling "secrets" too. "Secrets" have been sold forever & it's because it's the most desirable type of information to have - information that few others know. Notice how each of the examples below are a bit different. It's clear that they tested different layouts & copy. However, they all have a similar structure & core concept. A few notable selling points beyond the lure of the exclusivity are the ability to win over your friends & look cool in front of others as well as the potential to make good money doing something enjoyable
