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08-Week 90 Call Recap

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7 views3 pages

08-Week 90 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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www.imarketing.

courses
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Copy Accelerator Call


Breaking down a top 2021 VSL (P.2)
February 9th, 2021

Week Overview

• This weeks call consists of Justin & Stefan breaking down part 2 of Shaun Hadsall’s new
weight loss VSL on Clickbank (which is crushing in 2021.)

You can access the part 1 breakdown by clicking here

Mechanism

• Justin points out that every good VSL has a unique mechanism to the problem, but
the mechanism has to actually be unique and new.

• The VSL does a great job at explaining the problem, and how their unique mechanism
can solve it. They make the solution simple and logical. They explain how as you get
older, you’ll have MORE of the problem...
• As an example, the VSL mentions “after you turn 40 your aging metabolism starts
releasing excessive amounts of lipoprotein lipase” (which can make you gain weight...)
• “But this SPECIAL type of CLA blocks this substance...”

• Stefan points out a common belief that copywriters have is that they need to have
2,000+ words for the mechanism. In reality, mechanisms can be short and still work,
especially if you have a good emotional story and have built enough credibility.

• It’s very important to make your solution unique, even if you’re using generic
ingredients. For example, if your solution contains tumeric, you need to frame it as a
“special type” of tumeric.
• This is crucial so that your prospects don’t try to buy it on Amazon or Google it.
• The VSL accomplishes this by using CLA as a part of their solution, but a special type of
CLA that has specific isomers that they can’t find anywhere else.

• Justin points out the VSL does a great job of laying out proof in an entertaining
way. They added stories and emotion around each study. A problem with a lot of
copywriters is when they rattle out studies and proof elements, it can get boring. You
want to keep the energy and entertainment up!

• Stefan mentions how they do a great job of simplifying and “dumbing down” their
studies. Whenever explaining a particular study, they’ll interject with “that means....”
and explain it like they’re explaining to a 5-year old.

• The VSL does a great job of dimensionalizing the results people are obtaining from the
product. As an example, instead of just saying “Karen lost 11 LBS!” they add “That’s 1.5
LBS per day!”
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Close

• Justin points out how they didn’t reveal the product until ~35 minutes into the VSL. All
good VSL’s do this - if they don’t consume, they won’t convert!

• Stefan points out that from a compliance perspective, they do a good job of focusing
on the results of the husband and wife, rather than making bold promises of what it’s
going to do for their audience.

• In the close, it’s constantly reiterated that they can’t find this solution anywhere else.
You can find “CLA” elsewhere, but it’s not going to have the unique ingredients that
this special solution does... which is why it’s so effective!

• Stefan points out that the product branding is done very well, and this makes a huge
difference. They’re very specific and who who they’re marketing to (Beyond 40.)

• Justin explains how a common element in every good VSL is price justification.
• As an example, the VSL reveals the price at $1,000, then slashes it to $500, then $200,
$100, $50, etc...
• This increases the perceived value and offers them a great deal that they can only get
if they purchase right now.

• The VSL uses the AOV money close to sell more of the 3 or 6 bottle options.
• It’s important to tell explain to your prospects the benefits of taking more of the
solution, and how they’re going to get the best deal if they do.

• Again, it’s constantly reiterated that they can only access this unique solution right
here, and right now. It’s not available anywhere else.

• Stefan interjects and mentions how offering a 180 day or 365 day guarantee can make
a huge difference in conversions (they’re only offering a 60-day because they’re on
Clickbank.)

• The VSL does a great job of adding credibility throughout the close. They did this by
showing more results, media placements, testimonials, etc.
• Justin points out that testimonials are the best form of proof you can possibly have.

• Justin says how they did a great job using the “crossroads close.” An example of that:
• “You have two options - you can stay on the path you’re on right now and XYZ will
happen...
• Or you can use our solution and you’ll get XYZ results.”
• Don’t reinvent the wheel! This works in every good VSL.

• Justin says one of his main takeaways is the testimonials. They’re real, relateable, down
to earth, and feel authentic.

• Stefan mentions that a FAQ is important, and there should have definitely been one in
the VSL.
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www.imarketing.courses
• Both Justin & Stefan end with reiterating the importance of swiping what’s working,
instead of trying to reinvent the wheel. A part of the reason this VSL is so successful is
because it’s modeled after offers in the past that were very successful.

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