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10-Week 102 Call Recap

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27 views2 pages

10-Week 102 Call Recap

Uploaded by

Carlo Loru
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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www.imarketing.

courses
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Copy Accelerator Bonus Call


May 11th, 2021

Today’s Call

Stefan Georgi’s New Pet Supplement VSL Breakdown

• Today’s call consists of Stefan Georgi breaking down a new pet supplement VSL he
wrote for Front of the Pack. The majority of the call revolved around watching the VSL,
and Justin & Stefan added in key points and takeaways periodically.

Key Points

• Here’s a link to the VSL

• Stefan begins the call by showing his research process for the offer. He shares a very
valuable tip - when he spoke to Dr. Scott (who is the spokesperson), he recorded the
Zoom call and had it transcribed. He used the transcription to work off of when writing
his copy.

• During the Zoom call with the spokesperson, he went deep into the origin story of the
doctor, questions about the offer, and gathered as much information and research as
possible to use for his copy.

• Originally, Stefan decided to swipe from a competitor (Golden Hippo offer) that did
really well. That particular offer started off with an emotional story lead, so Stefan did
the same.

• In addition, Stefan tested a separate lead without an emotional story. Surprisingly,


the lead without the story had far superior viewing time and got better results. Stefan
really emphasizes the importance of testing different leads - they can make a massive
difference in results.

• Justin points out the video does an amazing job of not feeling like a VSL - it feels more
like a documentary. Make your marketing assets not feel like marketing.

• Stefan focused on incorporating a lot of curiosity elements in the VSL. He dives deep
and teases questions that dog owners constantly ask, and he presents the problem
that “it’s not what’s in your dog food, but what’s missing” in order to pre-frame the
offer and build curiosity.

• Throughout the VSL, it’s constantly teased that the solution to having a happy and
healthy dog comes down to “one simple tweak” that only takes 10 seconds.

• Justin and Stefan both emphasize the importance of focusing on just one simple
solution. This is a staple of the success of offers by Gundry, Golden Hippo, etc. People
don’t want a system or multiple steps, they want the easiest possible solution to their
problem.
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• Stefan really liked the production of the VSL. There were a lot of subtle psychological
elements throughout it, such as when explaining the solution only takes 10 seconds to
get results, a countdown timer would start for the viewer to visualize how quick it really
is.

• Justin mentions how the testimonials are extremely real and genuine which makes a
big difference.

• When discussing the testimonials, Stefan points out that he took the time to
transcribe each testimonial, and used excerpts as apart of his copy.

• Stefan made it a key point to write the copy with the spokesperson’s voice. He did
this by watching a lot of the spokesperson’s reality TV episodes, Youtube videos, had
conversations with him, etc

• When writing fascinations, it can be very effective to include a little bit of value. For
example, Stefan explains how there’s 4 foods that can be damaging to dogs, and that
chocolate is one of them - but you’ll have to keep watching to find out the rest. This is
also an effective way to build curiosity.

• There’s subtle music in the background that adds a lot of energy to the VSL. It also
does a great job of becoming dramatic during heated moments of the copy.

• In order to create an emotional connection with the viewer, Stefan relates by saying
things like “dogs are just as important as members of our family, they really are our
family, here’s reasons why we love them, etc… but if they’re unhealthy or sad, they can’t
tell you what’s wrong.”

• In the middle of the VSL, Stefan circles back and reminds viewers that he’s going to
give them the solution - the one simple tweak that only takes 10 seconds.

• For the unique mechanism of the problem, the VSL focuses on how in the wild, dogs
have a diverse diet which allows them to get all of their proper nutrients. At home,
dogs eat the same thing every time, which is causing dogs to become unhealthy.

• Justin adds that the spokesperson for a VSL can make a big difference. As an example,
if you sell to women, having an attractive man that looks good on camera can increase
conversions.

• One mistake Stefan finds in the VSL production when discussing one of the
ingredients, SunFiber, a picture of a SunFiber product shows up. This can cause
viewers to Google and buy that product, which also distracts them and loses their
attention.

• Stefan and Justin close out by saying that they’ll dive into the close and complete the
breakdown of this VSL on next week’s call.

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