Write catchy headlines

8 Ways To Write Catchy Blog Headlines

This is how to write catchy blog headlines, because while you can have the best content in the world, but if nobody clicks on it, then it’s useless. So here is how to increase your traffic by an average of 150%, by writing strong headlines.  Go here for the video …

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Increase Sales With Hypnotic NLP Marketing

This is how to use NLP and hypnotic language to influence customer behaviour, improve your marketing and increase your profit.  This is one of my favorite areas of marketing. I love talking about this stuff, and I love teaching it because it can instantly improve your business. Straight away, it …

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Boost sales page conversion rate

Boost Your Sales by 300% with the 5-Point Conversion Rule

Today you’re going to learn how one of my student’s increased his conversion rate by a jaw-dropping 300% by making simple changes to his sales page. This technique is called The 5 Point Conversion Rule, and will boost your conversion rate by 300%. Using this tutorial I’ll show you how …

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Conversion Optimization

Advanced Conversion Rate Optimization Using Stealth Persuasion

Today I’m going to show you an advanced closing technique that you can use to optimize your conversion rate and help you get better results online.

It’s a stealth persuasion technique that you can use to immediately boost your conversion rate by overcoming all objections your prospects might have.

This is particularly useful if you’re selling high-ticket items.

Stealth Persuasion technique

This one technique is actually going to be a combination of 3 techniques.

  • Price chunking 
  • Time expansion 
  • Apples to Oranges

We’re going to mix all of these separate techniques together to create this crazy, advanced hyper-stealth persuasion technique.

It works amazing.

I’ve deployed this in my own sales pages when I’m selling high-ticket items.

And, I know from personal, hands-on experience that this works really well.

It’s not complicated.

Anyone can do this.

First, we need to keep in mind that when it comes to selling, we have to target two parts of the brain.

  • The emotional side.

That’s the real driving force.

That’s what really makes the sale.

  • And, the logical side

They need a reason to tell themselves and other people why they made that purchase.

In order to increase our conversion rate we have to appeal to both.

Let’s consider an example.

We take a common objection.

Let’s say we’re selling a $1000 item. A fairly high-ticket item.

A common objection is, therefore, going to be that it’s too expensive.

So, how do we give a reason?

We give that by transforming or reframing the objections into something else.

Let’s go back to the example we discussed above.

You have to sell a high-ticket item that is say $1000.

The common objection is that it’s too expensive.

You can’t simply sale that based on the idea that they want it, because as they will think – it’s inherently selfish.

Use Price Chunking and Time Expansion Techniques

Now, here is when we use the two techniquesprice chunking and time expansion.

As per the above example, the price is $1000.

Yup, it’s expensive.

But break down the $1000 into chunks over the course of months or maybe a year.

Then see what comes out to be the real value.

What’s the actual value they have to pay in real-time?

For X amount of time, it actually works out at just 50 cents per day.

This is how we’re reframing that $1000 to just 50 cents per day.

Reframing the objection and making it something trivial.

So, we’ve done two things here:

We’ve changed the price from $1000 to 50 cents per day.

And, we’ve applied time expansion so that 50 cents works out over the course of that time.

So we’ve made it into really nothing.

Stack up the Benefits

After using the two techniques, we then ask the customer this question – what is more valuable to you?

And, as an answer, we stack the benefits.

So if it’s suppose a weight-loss pill.

You might say: 

Would you like to be able to finally get rid of the extra pounds or do you keep your 50 cents per day?

It really does come down to the choice

“Effective weight-loss or 50 cents per day”

Use the Apples to Oranges Technique

What we do is that we trivialize the amount even further.

We do this with the technique we’re calling as the ‘Apples to Oranges’ approach.

So, we say ask:

What is that 50 cents per day really worth?

Think about it, what can you get for 50 cents per day?

A donut?

Well a donut a day is going to make you fat anyway!

So giving that up is not a big deal.

And giving up the price of a donut a day is going to give you all of the benefits listed.

“It will transform your life, giving you what you desire and take you to a place you absolutely want to go to.”


So here’s an overview:

  • We make use of time expansion.
  • We chunk down the price.
  • And then we compare the price to something even less trivialstacking the gains to appeal to the logical part of the brain.

We’re giving them 3 ways to look at the purchase, and 3 new ways to justify that purchase.

It essentially comes down to that one question you asked “What’s more important to you, that donut or the listed benefits?”

You just have to work with the logical part of their brain to help them make that purchase.

And you do so by making the objection feel trivial – something they can easily overcome.

6 Weird Email Subject Lines That Increase Open Rates

Today I’m going to give you six email subject lines that convert like crazy and then I’m going to show you a successful campaign that I’ve developed.

You can use this as a template or as inspiration for your own email campaigns.

So let’s go straight into my autoresponder and have a look at some of the six best performing headlines that I have used.

Email subject lines

This is not the Profit Copilot email list, this is one of my lists in the independent news niche – I have adapted and tested these headlines across multiple lists so I know they work.

My Highest Open Rates

The highest open rate we have received has come from Mick Meaney vs The Establishment. Now I’m going to get into why that works in a second but let me run you through some of the other subject lines that I’ve got for you.

Here they are:

  • The moment I realized it was all a scam
  • The Deadly Threat The Mainstream Media Refuse to Report
  • Mick Meaney vs The Establishment
  • Warmongers Have Opened Pandora’s Box
  • You won’t believe the awful truth about Monsanto
  • How The Elite and Greedy Corporations Are Destroying Thousands Of Years Of Agriculture

If you go to use any of the subject lines, what I want you to do is adapt it to your niche.

My Formulas

Use these formulas:

“The Moment I Realized It Was All A Scam”

Think about the ultimate worst instance that could happen to somebody in your niche.

So, The moment you realized _____ – put in the worst possible thing that could happen.

“The Deadly Threat The Mainstream Media Refuse To Report”

Here you could say; The Deadly Threat That {-Dissociative Group-} – (a group that your prospects hate) – Refuse To Tell You.

We have different groups that prospects either wants to join or wants to avoid.

Dissociative groups are the groups that people try to stay away from. They do not want to be associated with those groups – as opposed to aspirational groups, the groups that they do want to be associated with.

There’s a push and pull thing happening.

I’m actually going to go through some of these in a bit more detail.

“Warmongers Have Opened Pandora’s Box”

So who is the dissociative group that your niche wants to blame?

“You won’t believe the awful truth about Monsanto”

Again I’m highlighting dissociative groups.

“How The Elite and Greedy Corporations Are Destroying Thousands Of Years Of Agriculture”

In other words; how are the dissociative group destroying something precious in your niche?

Use this as a template to increase your open rates.

And you may have noticed something interesting. All of these subject lines I’m using cause rubbernecking.

Think about the times you’ve driven past an accident on the road and you turned to look at it, that’s rubbernecking.

We use that emotion – that natural desire to turn and have a look, because all these subject lines only serve one purpose and that is to get people to open the email.

And that’s why they have such a high open rate.

The Email Content

Let’s have a look at the content of one of the emails.

Subject line: Mick Meaney vs The Establishment

Body: Listen Bob, as you know, I’ve been warning you about the dangers of the Establishment since 2005.

And now THIS has happened.

Doesn’t it just make your blood boil?

Tell everyone you know,


Let me show you what is happening here. Let’s really break it down; the first thing to pay attention to, is the subject line.


Readers will be attracted to this conflict that someone they know is about to embark on or is currently involved with, and it’s the conflict that they are drawn to.

The vs is very important because that tells them there is a conflict, there is a fight going on, there is something to watch, there is some kind of entertainment for them to look at.

This creates a lot of curiosity and it also creates an element of polarization because you have this ‘You vs Them’ structure.

People will naturally want to take a side and they will be drawn to this to decide which side they want to take, even if they already know on a subconscious level that they are going to side with you because you are attacking the dissociative group, or the dissociative group is attacking you.

That is why this subject line works so well.

It could be Profit Copilot vs Scam Artists or Profit Copilot vs Fake Gurus. So hopefully you can see how this structure works.

Let’s have a look at the actual body. Now, this is where things get really interesting and I’m going to have to break it down for you line by line.

I’m going to make it really simple but there are some very advanced psychological tactics going on here and a heck of a lot of persuasion.

The Psychology of NLP

You’ll see why every word on this email has earned its place.

That’s something John Carlton says; every word has to earn its place.

So I’m going to show you exactly why each word has earned its place on this email.

This is important. If you know anything about NLP (Neuro-Linguistic Programming), you will know that we exist in many different states.

One of those states is an auditory state, so we want to appeal to that. We want to acknowledge that because when somebody is reading, instead of being in a visual state as you might think.

Every Word Serves A Purpose

They are actually engaging their internal dialogue and that is an auditory track. So they are listening to themselves read the email.

We want to acknowledge that and increase the suggestibility. So we say, “Listen“. This is NLP trick or technique I suppose, and then we give them the first name because someone’s name is the sweetest sound they can hear.

We are engaging them in two ways immediately. As soon as they start reading the email, it’s like this psychological persuasion hook that just scoops them in and pulls them further into the body of the email.

Then, “as you know“. We break this down further because we want to increase the suggestibility here. We want to almost compliment them. We play to the ego a little bit. Just a little bit, by saying you already know this, we are not telling you anything new here because you are smart, you are with it.

And in doing so, we are increasing there suggestibility because of course, they know. They will be nodding along, “yes, I am aware of that“.

Then we go down to, “I’ve been warning you“. This positions you as a leader. This copy is all very suggestible and agreeable.

About the dangers of“. Here you put in the disassociative group, or it could be an idea. And it also does something else too. It also tells them that you care about their welfare.

So, I’ve been warning you about the dangers of dissociative group. So you care about their welfare, you are interested in their progress or them as people. You are looking out for them.

Then we have, “since“. This is another really important element because here you are providing historical evidence. You are creating the illusion of stability and consistency.

And then towards the end of the email, you say, “And now THIS happened“. The word THIS will be a hyperlink and the sole purpose of this is to trigger curiosity and to get them to click the link.

Doesn’t it just make your blood boil?” Again curiosity, so we are really laying it on thick here, it’s the rubbernecking thing.

Then, “Tell everyone you know“. Here we are asking for further action. We are creating momentum so it’s a small call to action and you’re almost embracing a level of activism, and that is one of the ways I structured my emails and you can use this as a template.

Why This Works

The main things to include is the rubbernecking, the curiosity factor to put a little bit of ego in there, and suggestibility in there.

Find a way to increase the momentum, get them to become part of something, to embrace a mission that they can help you with. If you give people a role. If you assume a role for someone there is an increased chance that they will accept that role and then go ahead and take the action that you want them to. So here you are creating a little bit of a role for them.

You’re playing to the ego a little bit. You’re creating an Us vs Them situation. You are polarizing things. Basically, you’re almost forcing them to take a side, and of course, because you are using the dissociative group, they are going to side with you. This will help align your email list and your prospects further to you and your cause.

Of course, it also helps if you really do believe what you’re emailing about. So, be genuine. Find the cause. Find something in your niche that you genuinely believe in, because if you conduct this kind of stuff on a regular basis and you don’t really believe in what you’re doing, people will just see through that and they will go listen to somebody else who will give them that authenticity that they need.

advanced stealth persuasion techniques

3 Persuasion Techniques You Should Start Using Immediately

advanced stealth persuasion techniques

Today I’m going to give you a persuasion technique you can use to enter your prospects internal dialogue and steer control of that conversation towards a specific outcome.

Of course, we cannot force people to do anything they don’t want to do – but we can make the benefits of your offer more attractive, and increase the chance that purchasing seems like the logical thing to do.

We can see this happening almost everywhere we look.

A mother persuades her children to eat vegetables, a business executive persuades clients to commission a project, and world leaders persuade others to yield to their demands. It appears, then, persuasion has infiltrated all aspects of our lives and therefore, it doesn’t hurt to hone this skill particularly in a sales environment.

But the times they are a changing.

Time Magazine reported that the average attention span has reduced from twenty-minutes in the 1980s to a mere 8 seconds.

In response, Blair Warren discovered a stealth persuasion technique called the one-sentence persuasion formula.

People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them to throw rocks at enemies.

Russell Brunson used this develop his own method, which aims to let prospects complete the sales-journey themselves, therefore feeling like the decision to buy way their own.

Here are things you can do to guarantee high sales:

1. Primary question

Tony Robbins surmises that every human being has that rimary question’ that forms the basis of their motivation and subsequently determines the choices they make. Therefore, it is imperative that you nail down the chief concerns that your prospective customers in the present moment.

In the Digital Age, it is fairly easy to get inside your customers’ heads by perusing through social media timelines and online communities to see complaints and other nuances that hold them back.

You will be surprised to see how candid people are when they like or dislike something. For instance, mothers raising toddlers may express concern over the chemicals used to make children’s toys or if certain diapers cause rashes. Such ideas could spark debates that could go viral thereby expanding the reach to mothers in different parts of the world.

While some debates are sensationalized then die a quiet natural death, others have the potential to gather critical mass and evolve into something substantial. It is your duty to comb through news feeds and scour the internet for information that will help you comprehend your customers’ vantage point.

2. Epiphany moment

Once you have an inkling into prospective customers’ aches and pains, the next step is devising a wonderful story that leads the prospect to an epiphany moment. This story will be based on personal experiences like struggles that led to an epiphany moment in your life. In the aforementioned scenario, you could offer diapers that are organically manufactured or toys that don’t have harmful chemicals that would adversely affect children’s health. Describe a few success stories that will resonate with mothers raising toddlers and regurgitate this story like your life depended on it.

The overarching aim here is to get the prospect to reach an epiphany or the so-called AHA moment where they suddenly realize that what you are offering fulfills a need in their lives. It is at this juncture that the prospect fully embraces your offering and bond with it such that they cannot let go.

3. Magic bullet

Once you have a prospective customer’s attention and they are already entwined with the offerings you presented (the epiphany), the onus is on you to make the home run.

Most marketers get carried away and present a bunch of ideas at the same time in hopes of converting sales but this mainly serves to confuse people.

For example, in the case where parents are concerned that some diapers are causing rashes, one may be tempted to explain at great lengths how their brand of diapers is amazing. They could throw in a couple of buzzwords like environmentally friendly, organic, and so on.

While this could all be true, it is no different from the countless ads that we see on television.

Make it personal and focus on solving the one issue that solves the problem. You have to be laser-focused when doing this pitch and narrow it down to the most important idea, the one magic bullet that will finally seal the deal.

How to Sell Without Being Salesy

How to Sell Without Being Salesy – The Storytelling Method

How to Sell Without Being Salesy

Today I’m going to show you how to sell without being too salesy.

Of course nobody likes being over the top salesy.

If you’re a blogger, email marketer, or content creator then you probably just want to focus on creating the awesome content, writing effective emails or delivering maximum value to your audience, right?

And when it comes to the selling side of things, well that can sometimes feel a little bit weird at times.

For me, it used to feel a bit seedy and sleazy when I followed marketing advice from guru’s.

And I’ve got a hunch that you probably don’t want to use any of those manipulative tricks just to make a sale from a website visitor or email subscriber.

Nobody likes to be that type of person and nobody likes to think of themselves as that type of person either.

Today I’m going to show you how you can sell without being salesy.

You can use this in your sales copy, in videos, in email sequences, in blog posts, and in person if you want to.

There’s no restriction or limit on how you choose to use this.

A Negative Sales Experience

So let me give you an example of the kind of thing I’m talking about.

I was out shopping for a new jacket, found a store went inside.

Immediately the sales guy came over and almost pounced on me – he was right up in my face and I felt a bit invaded.

He was being way too salesy, and started asking me questions (which he was probably trained to do).

Next he grabbed a random jacket of the rail and asked me if I like it.

The jacket was fine, but I didn’t like the pushy attitude and I felt like I was being forced into making a decision – I felt like I was being pressured to buy from him.

It was an uncomfortable experience – so what did I do? I left the store of course.

I continued looking for a shop I found a really nice store that I went into and I had a completely different experience.

A Positive Sales Experience

There was no fake enthusiasm, instead there was a welcoming smile and a little nod, and absolutely no pressure.

Instead of being followed around the store I was just left to look around in my own time, and allowed to take as long as I needed.

When I found the section that I was looking for a voice from behind the counter said “excuse me sir, we have more items in the back if you don’t like anything that you see there”.

I thought was a pretty helpful suggestion because it was low pressure.

Again a few minutes later he asked me if there was anything in particular that I had in mind, he listened, and did his best to help me find what I was looking for.

I felt that this was a very helpful sales experience – it was a good approach where I didn’t feel invaded or pressurised to make a purchase.

And the next time I need something, I’m gonna go back to that store because I like the way that they dealt with me and I like their low pressure approach to sales.

The Problem With Selling

Nobody likes being sold to.

You probably hate being sold to as well? Especially when you didn’t initiate it.

And on the flip side, most people don’t like to do the selling either.

It’s completely normal to dislike putting pressure on people.

We don’t like to make people feel uncomfortable.

And as content creators we certainly don’t want to do it to our audience – the people that we really like, and the people we spend a lot of our time trying to help.

So we don’t want to make those guys feel crap about dealing with us, right?

And we all have this kind of mental image of a salesperson – and it’s a pretty unpleasant picture.

It’s of a pushy guy, a bit manipulative who’s using high-pressure sales tactics, and nobody wants to think of themselves in that way, or to be seen as someone like that.

But in reality a good sales technique will avoid all of that awful stuff.

Shift Your Sales Mindset

When it’s done right it doesn’t even feel like selling at all.

That’s because a good sales experience informs, educates, maybe even entertains a little, but most of all it’s helpful and it solves problems.

So instead of thinking of ‘selling’ try to think of it as ‘problem solving’.

This way you’re not trying to sell somebody a product or persuade them to do something they don’t want to do.

Now you’re trying to find the best solution for their needs.

You’re trying to help them.

And this makes the experience all about them and their needs. I’ll get into this more in a second.

You actually help someone to improve a situation and it’s a really positive thing, when it’s done right.

It’s just a shame that we have so many people who do it backwards, they make it about what they can get – instead of making it about what they can give.

So when you flip it, the sales experience becomes entirely different.

Because you’re helping someone you’re making their situation a little bit better.

So how do you sell without being too salesy on the Internet?

Well, the best way that we can do it is through storytelling.

Replace Sales Pitches With Storytelling

The first tip I’ve got for you when it comes to selling on the Internet, without being too salesy is to tell stories.

Storytelling is an incredibly powerful way to grab and hold the attention of your audience, while making them feel engaged with your content or message.

But you have to make it about your customer and not about you.

It’s not an opportunity to brag – people are really only interested in themselves and their needs.

They’re not too interested in you or how great you are.

So your focus should be on them and their needs.

Because it’s about them, you should weave in their pain points into the story, it shows that you empathise with them and their needs.

And when you empathise with your customer you demonstrate that you are worth listening to and you are the right person to help them.

You show them that you understand their problems – and their needs.

Storytelling also allows you to describe scenarios that they’ve probably experienced.

Draw on your own real life experiences and try to find the situations that we’ve all found ourselves in at one point or another.

And then finally, as the story comes to a close begin to offer a solution, provide a resolution – or a desired outcome that relates to your customers needs.

This way they can imagine a potential outcome for themselves – they’ll place themselves inside your story and visualise themselves overcoming the problem.

Easy, right?

Hopefully you can see how effective story telling is

And the stories you choose can be one sentence long, or they can be multiple pages long – it doesn’t really matter.

But the more you do this, the better you become so practice makes perfect.

Practice your storytelling and practice writing stories, keep a memory bank of stories to draw from and make sure that each story to share covers all the points that I’ve just given you.

Conversation Optimization Tips

5 Conversation Optimization Tips

Today I’m going to give you 5 conversion rate optimization tips, this is gonna help you build your email list faster, get more leads into your marketing funnel and sell more stuff.

Reduce Form Fields

The first one that I’ve got for you is to reduce the amount of form fields on your website.

Form fields allow visitors to type in their name, email address and physical address.

To increase the percentage of people completing your opt-in form you gotta get rid of everything you don’t need and only use what is absolutely necessary to continue the conversation with them.

This lets people save time, so they can sign up quicker – nobody wants to fill in forms, it’s not pleasant experience.

Fewer form also reduce your amount of work you have to do, too, because there’s less information for you to process.

This isn’t just some theory that sounds good, this has actually been tested on multiple websites.

For example a company called Imaginary Landscape managed to increase their conversion rate by 160% when they reduced the number of form fields on their website from 11 down to 4.

Not too bad, right?

Contrasting Colours

The second tip that I’ve got for you is to use contrasting colours on Call-to-Action (CTA) buttons.

This isn’t about choosing a particular ‘prove to work’ colour but instead focus on the contrast and how it relates to the rest of the page.

The trick is to make it stand out.

Listen, I know that there’s a lot of debate online about which colours produce the higher conversion rates; should you use yellow or should you use green? Should you use red?

It doesn’t really matter too much – there is a little bit of research about it which I’m going to explain in a minute, but generally it’s all about the contrast.

Whatever colour you choose has to be vibrant and that stand out against the rest of the page.

Now with that said, a sociologist at the University of Maryland called Philip Cohen found that the colour blue increases trust for both men and in women.

Some food for thought maybe.

A website called Performable increased their conversion rate by 21% just by changing their call-to-action button to a contrasting colour.

But let’s think about this okay.

If Philip Cohen found that the colour blue increases trust, well that doesn’t necessarily have to be on the call to action button itself.

Just seeing the colour blue has an influence on us, just like seeing the colour red does because they are opposite sides of the colour spectrum.

So, for example, you might have a blue and white themed website. The background might be white and then you might have blue elements, such as a header or a sidebar.

In that instance the best colour for your call-to-action button is probably going to be red because it’s the polar opposite of blue and it provides the most contrast.

And that is a good way to decide what type of color to use on your pages for your call-to-action buttons.

CTA Above the Fold

The third tip that I’ve got for you is to put your call-to-action button above the fold.

However, if you already have the call-to-action button above the fold then move it down below the fold.

I’m gonna explain why in a second.

But first, the Unbounce website managed to increase their conversion by 41% by moving their call-to-action button to above the fold, so that’s a good indication that this strategy works.

You see, if your call-to-action button is below the fold it means that your prospects will probably have to be highly motivated if they’re willing to scroll down.

But this in itself could be a qualifier, and it might also mean that you’re only engaging with prospects that are highly motivated and more likely to buy from you.

But a marketer called Michael Aaggard tested this.

He did a split test between an above the fold call-to-action button and below the fold call-to-action-button.

Surprisingly, when he moved his call-to-action button below the fold on a long-form piece of content his conversion rate increased by 304%.

That’s astounding, right?

What this tells us; it really comes down to your audience.

And this is something that you will want to test for yourself.

So if you currently have a call to action button that’s above the fold and you’re not very happy with your conversion rate, test it.

Stop using Stock Photos

The next tip that I’ve got to help you increase your conversion rate is to stop using stock photos.

This is a real pet peeve of mine, but I am just as guilty as anyone else.

I fell into the trap of thinking that stock photos look professional, they look slick, and surely they create the right image for my brand? I was wrong.

Using stock photos really comes from the theory that showing a face a human face on a website increases trust, it builds rapport quicker, it increases the likability of the website and it makes it a bit more human.

So for that reason I do think it’s a good idea to show a friendly human face on your website.

We’re pre-programmed to recognise and remember faces, it’s one of the things that human are best at.

So using one on your website is going to make your brand just a bit more memorable as a result.

But you gotta stop using stock photos – they’re not authentic.

Everyone uses the same pictures, so it makes your website look a bit generic – and even worse at the other end of the scale it just makes you look kind of fake.

If you can use a real picture of your actual face, or whoever represents your company, do it!

For example, the Marketing Experiments website split tested this.

They tested a stock image versus a real image, and they found that their conversion rate increased by 35% from that simple change.

As a result their client’s website looked more authentic.

Add Your Phone Number

The final conversion optimization tip that I’ve got for you is to add your phone number.

Add your phone number to your sales pages or to your opt-in forms will help to increase trust in your brand.

It proves that you’re a real person and that you’re accessible, you’re easy to contact and that you’re around to provide after-sales care and support should anything go wrong.

It gives people confidence in you.

They know that you’re on hand if they need help either during the sales process or with the product afterwards.

Because it makes you accessible, it makes you more trustworthy.

So add your phone number to your sales pages.

Final Thoughts

Okay so now you’ve got 5 conversion rate optimization tips that will help you to get more sales get more leads and all that good stuff.

But this is just the beginning.

You gotta test everything I’ve given you here.

Testing everything has to be the most important part of conversion rate optimisation. Every niche is different, every audience is different, every offer, every website is different.

The variables are astounding so we need to test.

And it’s really through repeatedly testing different ideas, that we find the sweet spots and grow our businesses as a result.

Boost Your Conversion Rate

Boost Your Conversion Rate by 34%

Today I’m going to show you how you can increase your conversion rate by 34% with one simple change to your website.

This technique is called Click Triggers – a term that was coined by copywriter Joanna Wiebe, who’s experienced a 34% increase in conversions, as a result.

Its simple to do and it just involves putting extra information around a button, so it will persuade people to click it.

The great thing about this is; it will work on any button on your website, subscribe buttons, a home page button, a buy button, etc.

How do Click Triggers Work?

Click Triggers create curiosity about what is behind the button.

They inject a emotional triggers into the experience.

They can also alleviate anxiety and fear about what’s behind the button.

And this will of course increase your click-through rates.

What are Click Triggers?

So what kinds of click triggers can we use?

We can use testimonials, as a form of social proof to demonstrate that the button is safe to click – other people have clicked it and had good results.

We can use risk minimiser’s, and they tells people what happens next – so they might receive an email from you immediately after clicking.

We can use privacy messages, so you might have an anti-spam statement on there.

You could include star ratings.

Maybe showing off some statistics might be a good idea – using data is a proven way to boost your conversion rates.

You can include guarantees.

Why not show payment options – have credit card icons let people know they need to buy.

Or you could list some benefits.

An Example of Click Triggers

Click Triggers

An example could be something like; you put a short one-sentence testimonial directly underneath the Submit button.

Or a very common use of Click Triggers, and this is one that I love using on my buy buttons, is having credit card icons directly underneath.

This tells my customers what to expect when they click that button, it tells them that they’re going to need to get their credit card ready.

Another example could be on a squeeze page; you might have a couple of benefits listed directly next to the button.

But listen, it is entirely up to you.

Test Various Click Triggers

However you choose to use these click triggers is cool, and they will most likely boost your conversion rate.

So do play around with them and test them out.

Test against your control version, then split test multiple variants, and let me know what kind of results you get.

I would love to use your website as a case study, that way the whole community can benefit from it too.

3 Mistakes that are Killing Your Sales

3 Mistakes that are Killing Your Sales

Most people screw up their sales copy, but are you one of them?

I’m gonna show you what most people get wrong and the 3 most common mistakes people make that kill their sales.

So let’s get down into it.

What’s the Point of Sales Copy?

Firstly, what is sales copy REALLY all about? What is the point?

Sales copy is not about making things look, sound pretty or nice and brandable. That’s a common misconception that a lot of people have when they first start writing sales copy.

So if you goal is to make something brandable using sales copy then you are in trouble.

The number-one goal of your sales copy is to get your visitors to take action, and that’s it.

Forget about all the other stuff – the only point is to make people take action, so that could be a purchase, to subscribe to your email list, to click a link, or to schedule an appointment.

Whatever the most important thing that supports your business is that is the purpose of your sales copy.

That means you have to identify the number most important action that your visitors need to take.

I’m going to give you the 3 most common mistakes that kill sales or prevent the action from being taken.

Irrelevant Features & Benefits

The first one is using irrelevant features and benefits.

I see this all the time. Only include features and benefits that your customers actually want.

Listen, I know how obvious that sounds but when you’re stuck writing copy and staring at the page I know what its like.

I do it too, I end up writing whatever pops into my head – without giving it too much thought, in that moment.

It becomes easy to just list a bunch of stuff because you think it sounds good.

Avoid the temptation to do that because your business, or your clients, or your customers, don’t want that stuff.

They just want customers, or whatever else you can do for them.

Put yourself in their shoes, think about their needs and how they would describe those needs.

Don’t say something like:

We will promote your Facebook page and get you more likes

Businesses don’t care about Facebook likes, they’re meaningless. What they represent is much more important.

Instead, say something like this:

We will put your offer in front of three to four hundred qualified customers every single day

And that’s a better starting point because you’re mirroring back the desires of your customers.

Lack of Specifics

That brings us to the second mistake that I see people making.

And it’s a lack of specifics.

We have to use language that is specific, that’s tangible and quantifiable.

For example you might be tempted to say something like:

Here’s how you can save money and get more financial freedom

Instead, you might try something like the:

3 easy steps to reducing $1,000 from credit card debt in the next seven days

So now we’re making a quantifiable and tangible promise that can be referenced.

You’re making an absolute promise with specific results.

Uninspired Bullet Points

The third mistake that I see a lot of people making is uninspired bullet points.

And I’m just as guilty of this at times.

It’s easy to list out the features, and include the benefits, but really the bullet point should read like a headline.

And it should also include an emotional trigger.

Don’t say:

Use this to increase your productivity

But do say something like:

The top-secret 5 minute routine that’s guaranteed to make you 200% more productive each day

Now we are making specific claims that promise quantifiable results and we’re laying benefits with an emotional trigger.

In this case I’m using curiosity.

Free Copywriting Course

While creating for you, I had an idea. I think this is going to become part of a bigger copywriting course.

I’m gonna make it free and I’m gonna put it on YouTube, or on the podcast, or I’m going to use it as a lead magnet.

The fact is, I’m probably I’m gonna do all three of those things.

If you’re interested in obtaining that free course, check out my Youtube channel here.

sales page conversion hacks

6 Sales Page Conversion Hacks

In today’s video I attempt to share 6 sales page conversion hacks in 90 seconds.

Okay, I probably went over the 90 seconds.

Anyway, these hacks can be used for your squeeze pages, opt-in forms, email campaigns, and sales pages.

Don’t use too much Hype

Some hype is good, it gets people excited and it gets people engaged.

But keep it real and keep it believable.

Too much hype will kill your trust and your conversion rate.

Keep it Simple

Make sure your copy is easy to understand.

Use simple language patterns and keep your message is very clear.

Make sure that even a child can understand what you’re saying.

To help you do this Yoast has a WordPress plugin that you can use as you’re writing posts and pages, to help you keep the language at the appropriate reading level.

Remove Choices

Its smart to remove choices from your pages because the more choices that we have the less satisfaction we feel.

Its crazy, right?

It sounds counterintuitive, I know.

So instead of offering multiple offers on one page, or multiple payment options remove them and limit yourself to a maximum of just 3 options per page.

Easy to Scan

Make your copy easy to scan – give people shortcuts to get to the info that they want, quickly.

Use headings, make sure that you have lots of bullet points on your sales pages, and use diagrams where you can.

A high number of people will look at your sales page, scan it and obtain the information they need as quickly as possible.

First Person CTA

Write your call-to-actions in the first person.

You can increase the number of clicks on your call-to-action button receives by a shocking 24%.

Use words like “I”, “me”, and “my”.

Instead of saying something like “sign up now”, you might want to say something like “send me free weekly updates” – and notice in this example we’ve also included the frequency as well (that provides another benefit that entices people to click).

Never Stop Testing

The final one; test, test and test some more.

Never stop testing your sales copy.

It’s a little bit like tuning a radio.

You turn things one way and measure the results. If it’s not giving you the results that you want move things in the opposite direction.

Once you’ve got people buying or converting, then do more of that because it’s working.

So there you go, that’s 6 conversion hacks in (probably more than) 90 seconds.

If you found this useful then share it with people who might also benefit from it.

Conversion formula

Quick & Easy Conversion Formula

Today I’m going to give you a shortcut that you can use to stand out from the competition, and all the other noise that distracts people online, win over your perfect prospect and increase your conversion rate as a result.

You’re going to get a shortcut to delivering a powerful message that grabs and holds the immediate attention of your prospects.

This is a formula from copywriting genius John Carlton.

He claims that most marketers screw up at this so we’re going to use his formula to make sure we do it right.

Because you only have a couple of seconds to grab and hold the attention of your prospect, we need a shortcut that bypasses all the other stuff competing for their attention.

When you use this, the second that your prospect reaches you, they know that they are absolutely in the right place.

Your Perfect Prospect

But what is a perfect prospect?

It’s someone who desperately needs your offer, it’s someone who is in front of you at that time when they need it, and it’s someone who can afford to buy your offer.

The shortcut that I’m going to give you works in person, it works through print media, and it works online.

So you can use this on your adverts, in your emails, videos, and blog posts.

This works like crazy because the prospect they don’t know, they don’t trust you and they don’t want to be sold to.

They just have a problem – something they need to fix.

And you have the ideal solution.

Because you have the exact fix that they need, it’s your job to help them realize it – without freaking them out and without making them feel like they’re being sold to.

You really do only have a couple of seconds to grab and hold the immediate attention – and then deliver enough information to your prospect to keep them engaged and keep them interested.

So what do you do?

Your Mission

You have to give them enough information for them to realize who you are and what you can do for them.

And then you have to position it in a way that grabs their attention and holds their interest.

John Carlton says that most marketers can’t explain it in 30 minutes, let alone in a couple of seconds.

That’s because most marketers really don’t have a clear idea about what they do, and they don’t know how to best present that so other people can understand it easily.

The Formula

So here’s the formula – this is going to help you to achieve all that.

We help ____
Do ___
Even if ____

All you have to do is just fill in the blanks.

I’m gonna go through this in a bit more detail to help you understand it properly.

We help ____ – this is going to be a group of people.

Do ____ – that’s the exact benefit of something – it could be do something cheaper, it could be faster or it could be easier.

Even if ____ – that’s the worst case believable scenario, an obstacle.

I’ll actually give you an example.

An Example

For me, it could be:

“I help marketers create high converting videos, even if being on camera terrifies them.”

The first part is to identify a group of people who you can help.

The second part is to identify how you’re going to help them – what the main benefit for them is.

The third part is the worst case scenario – you’re removing the obstacles.

And those three things will help you to communicate your message clearly to your perfect prospects and will ultimately result in more sales for you.

Now you’ve got a system in place and you’ve got a checklist.

And I’ve just laid out everything you need so you can use this to separate yourself from all of the noise out there on the Internet and give your perfect prospect a compelling reason to buy from you.

I’m gonna leave it there for today, I hope you found this useful and if you have please pay it forward and share it with the people who need to know – they’ll probably be very thankful to you as a result, and it helps me out in a massive way too.

Write guarantee that boots conversion rates

Write a Rock-Solid Guarantee to Boost your Sales

Adding a guarantee to your offer will boost sales, period.

So today you’re going to discover a copywriting secret that will let you overcome the final hurdle when it comes to making sales online.

Today you’re going to demolish customer objections and practically force them to pull out their credit card and buy your product or your service.

You see, during some research I stumbled across a sales page that I had the urge to fix.

It got my creative juices flowing and I figured it might be a massive benefit to the Profit Copilot audience, too.

Sales-Boosting Guarantee

I thought I’d do a little bit of copywriting on the fly and run you through part of my process.

On sales pages we usually have the buy button towards the end, and include a money-back guarantee.

We remove the risk of purchasing.

I’m going to give you an idea of the kinda thing that I like to write when adding guarantees, to give prospects peace of mind.

When your prospects have peace of mind, it overcomes the final barrier to making the sale.

That’s why they’re so important on our sales pages.

For example shooting from the hip, I could write something like:

Listen, you and I both know there are dozens of products just like this one.

So you are free to try them all out and then we will see you back here when they haven’t delivered on their promises.

And that’s why we offer a full 60 day ‘no quibble’ money back guarantee money guarantee.

The Science Bit

So what’s happening here?

First of all, when I use the word ‘listen’ it’s because people reading it enter an auditory state.

When people are reading, they naturally enter an auditory state of mind.

If you’ve looked at any of the NLP stuff that I’ve covered in previous videos and blog posts you’ll know that there are three main states that we exist in – and we move through each state depending on what we’re doing.

We enter an auditory state because we’re engaged with our internal dialogue.

Then I use another very powerful word which is ‘you’.

So ‘listen, you’.

Then I’m creating a little bit of a rapport with ‘you and I both know’.

Because the people who are considering this product are probably looking at lots of other products too we have to acknowledge the existence of our competition – just a little bit.

But if you are the market leader in your niche then you don’t need to do that.

I’m going to assume that you’re not the biggest name in your niche (at least not yet, anyway) so we do have to acknowledge that other products exist but in doing so we have to infer that they are inferior.

I’ll show you how to do that in a second.

But first we say ‘you are free to try them all out’ – this is such a powerful statement.

We remind people that they don’t have to purchase from us, and remind them that they have the power to choose this product or not.

This gives people a sense of power, and they’ll love you for it.

Next we infer that the other products on the market are all inferior because they are going to waste your prospects time, and you’ll see them back on your sales page when they realise it.

This approach to writing guarantees is incredibly powerful.

We’re covering so many different bases on a psychological level.

And then finally we tell them that’s why we’re offering a full 60 day money-back guarantee.

We’re giving them a reason.

When we give prospects a reason, or justification for something, we give people everything they need to believe into our message.

And then take action as a result.

In my example I’m using a ‘no quibble’ guarantee to absolutely remove any form of risk.

This is to help the prospect understand that if, for whatever reason, the product isn’t right for them they won’t have to struggle or fight to get their money back.

So there you go, that’s what I might write on the very first draft.

Of course I’d spend more time refining things a little bit more but I think it’s a fairly good start and the core elements of what we need are in the paragraph.

And that’s really what I wanted to show you today, just the core elements – the stuff that you can take and use in your own sales copy to improve your conversion rates.

So if you found this useful remember to share it with others who might benefit – they’ll probably be thankful to you. And it would be a massive favour to me too.

Features vs Benefits

Features vs Benefits: Write more Persuasive Sales Copy

Today we’re gonna talk about features vs benefits because if you know the difference you can easily make your conversion rate explode.

The fact is, for persuasive sales copy we need to use both features and benefits.

On my journeys around the persuasion-underground I’m seeing lot of people make mistakes with this stuff.

And I get it, it’s easy to become confused when it comes to features and benefits.

I’m seeing a lot of copywriters, albeit mainly newbie copywriters, listing out features instead of benefits.

Or on the on the flip side, I see other copywriters listening out benefits but not including features.

Using Both Features & Benefits

And we really need a good mix of both because the old adage is ‘features tell, benefits sell’.

I’m also gonna take it a little step further and say that we really need to lace our sales copy with emotional benefits – and that is really what’s gonna make or break your sales copy.

So it’s your job to flood your sales copy with powerful emotional triggers that act as benefits.

I say that we need both features and benefits because we need to appeal to both the logical side of the brain and then we need to appeal to the emotional side of the brain.

We have to embrace both of these because they are both big drivers when it comes to making decisions.

We use the features as the logic and then we can use the benefits as the emotion.

Features vs Benefits

But what’s the real difference between a feature and the benefit?

Well, a feature is something about your product.

It’s the what.

For example if you have a cordless drill the feature might be that it has a variable speed.

The benefit is what the advantage is for the customer.

It tells why the feature is a good thing.

So variable speed might give you the benefit of greater control or more accuracy or a greater degree of precision.

That’s the main difference between features and benefits but if you can then attach an emotion to your benefits too.

If we’re using the drill as an example the variable speed means that your customer won’t make any embarrassing mistakes or they won’t feel as much frustration using the drill.

Now for you to find out the real emotional triggers for your products you’re gonna have to ask yourself three questions.

3 Vital Questions

The first thing you have to ask yourself is:

What does it do?

And then the second question is

Why is that a good thing for your customer?

Maybe it saves time or maybe it makes them more money or maybe it helps them look good.

And the third and possibly most important question that you have to ask yourself is:

How does that make them feel?

There you will have the main emotional trigger that you can use as a benefit to sell your product.

Features vs Benefits Structure

Typically we would list out feature followed by the emotional benefit.

You’d structure is as a feature then benefit, feature then benefit.

And we would typically do this in bullet point fashion.

I actually have got lots of information for you about the nature of bullet points – it’s a really fascinating area that we can delve right into, and I will do that in a future post.

But for now use feature followed by benefit, followed by feature followed by benefit.

And this appeals to both the logical and the emotional drivers in the mind, resulting in a much higher conversion rate.

So there you go I hope you found this useful I hope you use this information to skyrocket your conversion rate.

If you’ve found it useful then share it with others who might also, erm, benefit. And they might be thankful to you for it – and it helps me out too.

Copywriting Joe Sugarman

Write Sales Copy Like Joseph Sugarman

Today I’m going to give you the secret to writing highly effective, high converting sales copy.  I’m going to give you the structure that you can use to write sales copy like copywriting legend, Jospeh Sugarman.

This framework will help you write sales pages, video sales letters, blog posts, podcasts, and any other type of content that you use.

So if you want to persuade people to embrace your message, buy your products, subscribe to your email list, or take some kind of action  this is gonna be really beneficial to you.

I’m going to give you the exact structure that Joseph Sugarman uses to write high converting sales messages.

Now, the whole purpose of this is to help your prospects construct mental images – images in their mind that have immense value to them in association with your product.

So by the end of this post you will know how to hit both the logical and emotional drivers that compel your prospects to take action.

Strong Opening

When it comes to creating a sales message, the very first thing that you need to do is have a strong opening.

You have to trigger interest and excitement.

Both of these will hook your audience hook your readers and pull them into your content.

Develop the Drama

Then the second thing that you have to do is develop the drama.

You need to explain why your message, or your product, or your service is different to everything else out there.

Explain how to use the product or service in a new way and use that to build on top of the initial excitement you created in the strong opening.

Show the Unique Benefits

The third thing that you need to do is elaborate on the unique benefits of your products, or your service, or your message.

Make the entire sales experience a very positive journey for your prospects by revealing how your product can be transformational.

Justify the Purchase

Then the fourth thing that you have to do is to justify the purchase.

You can do this by identifying the lasting value that your customer will obtain when they make the purchase – or buy into your message.

Address Concerns

The fifth thing that you have to do is address potential concerns.

Identify, acknowledge, and overcome the obstacles.

Highlight the barriers that prevent people from making the purchase.

Ask for the Sale

And then the sixth thing that you have to do is ask for the sale or ask.

At the very least, ask your prospect to take some kind of action.

This is the call to action.

Now, that is the structure that Joe Sugarman has used to write wildly successful sales messages.

I would actually like to inject one more step for you.

Remove the Risk

And that is to remove the risk.

So offer a guarantee.

Maybe it’s a money-back guarantee or maybe it’s a price match guarantee.

In either case remove the risk of the purchase, so your prospect has nothing to lose.

Once you have those seven steps done, you’re ready to construct your sales message.


The next thing that you need to do is storyboard your content.

Think about the mental images that you want your prospects to experience and visualize as they read through your sales message.

Think about the personality and the tone of the content.

I’m going to show you how to use personality and give you a list of different perspectives that you can inject into your sales copy in another post.

But for the moment think about the words that describe the complete mental image that you want your prospects to experience.

How to use Language

Think about the nouns, objectives, the verbs and the adverbs.

Really consider the language that you are using, it’s the most important part of selling.

Think about the phrases people use, list the accepted the truths in your niche.

Keep it simple, keep it short.

I know it’s a bit of a process to go through, but nothing worth having comes easy, right?

So when you list all these out, and when you go through this process you will end up with a flow chart.

And that will help you to storyboard the content and help you to move your prospects through the different emotional states they need to in order to make the purchase.

The decision-making process is kind of the same for everybody and once we hit those key points, like the ones I’ve show you here, we know exactly what type of sales copy to write.

And that’s how you can write sales copy like Joseph Sugarman.

High converting sales page

Case Study of a High Converting Sales Page

Today I’m gonna run you through one of the highest converting sales pages on the Internet, at the moment.

It’s the sales page for a product called ‘The Renegade Diet‘. Let’s have a look at it.

So let’s start with the most obvious on this page – we have no navigation and that is to prevent people from clicking away.

On high converting sales pages we usually give people two choices; they can purchase or they can leave.

Secondly, have a look at the headline:


Now this makes a big promise – and it promises to deliver those results in a short period of time so the customer can get the results fast.

Then we have an attractive hero image, but in this place you might want to use a video.

At the very least we have some kind of visual representation of what’s on offer.

Then when we take a look at the actual copy we see something really interesting:

It’s time to end the confusion, cut through the nonsense and discover the simple nutrition plan that works. Forget about all the hype and gimmicks.

Forget about low carbs, ultra high protein and food combining. That’s all bullshit.

I found the copy fascinating because it a few dispels common myths frequently told in the weight loss niche.

Also check out the bullet points.

We put things inside bullet points to make them easy to read.

But these bullet points also do something else, they are actually acknowledging common problems.

And these are most likely the concerns of the people visiting this webpage:

  • 1.With most muscle building diets you gain two pounds of fat for every pound of muscle.
  • 2.With most fat loss diets you lose one pound of muscle for every two pounds of fat.
  • 3.Low carb diets kill your physical and mental performance, and wreck your body.

The paragraph of copy underneath the bullets creates a desirable outcome – it makes the experience seem enjoyable:

For a nutrition plan to work it has to be simple. It has to fit and work with your lifestyle. It can’t be ultra restrictive and chock full of rules. And you have to be able to eat the delicious foods you love. That’s what The Renegade Diet is all about.

Then there’s a very strong call-to-action.

Notice that the colour of buy button is in stark contrast to every other colour on the page.

This is so the call-to-action really stands out:


Also, as part of the actual copy, the buy button has a risk reversal promise.


So everything we see is like a mini sales page all on its own.

All the components that we’ve gone through here can be applied to long-form sales pages and video sales letters.

But if you scroll down ever so slightly on the page you’ll notice a series of credibility builders – these are high profile websites that has featured or mentioned this product.

The page carried a small amount of social proof by including the Facebook like button.

So as good as this page is, is there anything that we can do to improve it and increase their conversion rate?

Well, I think there is.

Let’s start with the buy button.

It doesn’t really look like a button – even with the contrasting colours it can be improved because, to me, it looks like a ribbon instead of a button.

There is no real indication that it should be clicked until you hover the mouse over it.

Secondly, look at the arrow. It’s pointing away from the buy button.

We want to draw attention to the buy button because it carries the call to action.

So ideally the arrow should be flipped upside down to point towards the buy button.

We really want to draw focus and attention to the call to action and the buy button instead of away from it.

So there you go, that’s my review of one of the highest converting sales pages online today.

But what changes would you make? How would you improve this sales page? What changed to the copy would you make?