Trump University Sales Letter by Scott Haines

swiped by Mike Schauer from 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

Mike Schauer

Mike Schaueris the founder of 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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