Key Takeaways

• This is a great example to study if you're selling a book with a lot of valuable information. Pay attention to how they use bullet points or fascinations to tease the prospect as to what's inside. Because there are so many teasers, there's a good chance you'll see at least one bullet that intrigues you and the more you find interesting, the more likely you are to buy. Hence, why so many topics & secrets are hinted at.
• When you have a product that's multi-faceted like the Big Black Book, don't think you have to start with an opening that describes the whole book. In this case, they focus on modern medicine & then lead into other topics.
• Bottom Line uses the idea of hidden dangers to reel you in, hints at the many other hidden dangers & then presents their secrets (the book) as a way of keeping you safe and helping you not only avoid those dangers, but laugh in their face too.
• A secret wouldn't have much perceived value if you could imagine people sharing them freely. Bottom Line mentions that these secrets are hidden because they come from professional that don't want you to know them (so they can extract money from you).
• This puts Bottom Line on your side - you're both fighting up against these "bad guys". It's rare that "secrets" are sold without an explanation of how certain people really don't want them to be shared.
• Pay attention to how Bottom Line is selling EMOTIONS. Feelings of confidence (they will have the best knowledge available), control (they can no longer be taken advantage of), security (they feel secure moving forward with their new knowledge & confidence), importance (getting treated like VIPs), a feeling of being able to command respect & attention from others (they want to impress & get acceptance from others) etc. You should always put your biggest focus on emotion.

Analyst Spotlight

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!