Jon Benson's

$5M Sales Letter Formula

Sales Page Formula Part 1

Jon: The answer to your customer’s natural state of indecision is duality marketing, well
you are asking yourself now is “What?” Why is that true? It’s true because everyone
is in a state of indecision until they hit the buy button. Indecision is a direct response,
in my opinion, to cognitive dissonance, to saying I know I should but I shouldn’t,
which is duality.

When you speak decisively and in duality, you’re affirming their indecision at the
same time persuading them to take action. Andrew you said, “I don’t know if I should
be really doing this. I know it’s a good idea, but I’m not really sure.” I spoke to you, I
said, well there are really good reasons to do this. Here is the really good reason, and
here is why you shouldn’t do it.

So, I’ve spoken to him in duality. I’ve spoken to him in pros and cons. I haven’t been
all like hammer, hammer positive, positive because he is in a state of indecision, if I
try to hammer him positive all the time, it is talking him into something, it results in
loss of conversions, big time.

You want to again compel them to go yeah, that sounds like a logical idea and it
sounds like an emotionally sold idea whatever a state of mind they are in. Does that
make sense? It’s a really good thing to think about, just on how we approach it
without being in general.

When do we use text page or sales pages? When Brian Diaz copied me and said,
“Text page sales page, you’re dead.” Anyone remember that one, so he did for his 3X
style video sales letter formula. That’s not true. I never said that and I don’t think
they’re dead at all. I think they’re very effective from valley shifters.

Again, you’re reading and hearing and then you go to simply reading, and then you
go to imaginative if reading. Then you go to a webinar, it’s a different modality. It
means that you should have a sales page as a modification to your video sales letter,
an alternate landing page. Meaning, not an alternative to but alternate, so you go a
50/50 split it extends the life of your video sales letter.

By the way this is assuming your text page doesn’t totally suck. So, if your
conversions are 3 times higher in the video sales letter, then obviously you wouldn’t
want to do this. But you want to hit the people who didn’t buy with text. Your
conversions will automatically go way up, because they just didn’t respond to a VSL.

Ptcpt: Jon, are you referring let people X out and then try to leave the video?

Jon: I am on this one on No. 3.

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Resp: Okay. Oh good.

Jon: Yeah, as exit pages. X flash whenever they try to window out, say “Would you like to
read an article on blank?” This is where the article sales page formula I am about to
cover really comes in handy.

Rarely, it works better, some products it works better all the time, most of the
products that’s not true.

Attention, that’s your pre-headline, the headline, pretty simple. The subheadline to
the headline and that is optional by the way. Subheadlines are not always necessary. It
depends on how good your headline is.

So, the subheadline to the headline should be the one that is rapport or evidence based
and backup data, backup data meaning that I’m going to backup these statements that
I just made in the headline. This is the meta-view we’re going to go into specifics as
we got into the sales page.

You, have your rapport intro. If you read the introduction paragraphs to my sales
letters and a lot of the good sales letters out there, I’d say 75% of them have the word
“You" in the opening paragraph a lot. I think I broke the record with old school and
body, 19 not really, but it was a lot of them.

This should be about 5 paragraphs, note this 3 line thing. Again under the radar, most
of my sales page paragraphs, are no more than 3 lines, some of them are 2. That’s I
think a very obvious reason, when you say why is that, because people don’t want to
read something that is this long.

I’ve seen this in sales pages all the time. It’s simple return, 2 non-breaking faces. It’s
just common sense. But it’s been tested and yes it works. That’s not carved in stone,
sometimes I’ll use 4 lines, but you get an idea, and if there is an image in the way
that’s different, because if it’s narrows, you can 5, or 6 lines that’s a newspaper print.

But in along across the page you have 3 lines as tops. There is the optional to this by
the way that you have a rapport, is the fact style intro, but then you are totally
copying me. I mean like totally and how times have I seen this, a lot. I mean like
really copying me.

So, I’m not sure how well it will work, unless it was in a different industry. Don’t try
it in fitness, it won’t work; well it may work but I wouldn’t do it. You’ll see what I
mean. I start with the word “fact,” over and over again, fact, fact and it leaks out of
you.

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 I’m just saying this is not even open for discussion kind of thing. This page crushed it
so I start using similar things, did you know was another variation of that.

One line, here is what will happen phrase, then your first subheadline. Now remember
your subheadlines are essentially the entire sales letter and very blip format. So, here
is what we’ll happen for all of us.

Subheadline 1:

The big problem is holding you back. Did you know the question, now if this is
engaged you didn’t use, “Did you know” up here. The “Did you know,” questions
centered copy, what I mean by that is do you know that this and this and have you
ever heard that this and maybe you’ve heard that blank is more inquisitive.

Gabby what was your quote on inquisition, on questioning?

Gabby: Inquiry cures judgment.

Jon: I love that, inquiry cures judgment. So, I started thinking and reading just today
thinking wow, no wonder this sales page works so well. There is no judgment in it at
all. I mean in the first few paragraphs. It doesn’t come over; it’s not the rich jerk
Kelly Felix. It’s not that way at all, it is rapport based.

But when I ask, “Did you know and have you ever thought about,” I’m building
rapport. It is not open rapports like VSLs are, but its rapport.

Subheadline 2:

What it is not. “Here is what it is not.” that’s also really good core to close by the
way, but I’m using it here. You’ll see it in the format it is pretty clever. So I went
onto what it isn’t copy is 4 to 7 paragraphs. It’s not carved in stone, but that’s about
what I usually use, plus a paragraph that just starts with the word, “listen.” Listen, I
usually underline it, “listen.” It’s a command right?

How many times have you seen video sales letters from me and I always use the word
“listen” all the time? That’s an obvious command.

Subheadline 3:

What it is, the “Answer,” there is better ways to phrase that. This subheadline is all
about the answer and it involves the hook or trademark. Now we get to where the
hook formula comes in, right. Your hook or trademark term is embedded in this
headline.

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 “The answer is found in the blank method.” The answer is to avoid the Armageddon
disease; “Here is how you avoid the Armageddon disease,” that’s the answer. It
doesn’t have to spell out the answer in the subheadline, do you get it, so cool.

Description of the hook 3 to 7 paragraphs, then my 4 Es come in, so, you’re going to
talk about the hook, why it is applicable to them and the 4 Es, Engagers, engagers is
just my word for testimonials, people who are engaged in a product.

You’ve got to mention within this, it doesn’t have to include all this by the way; it can
include one of them, one of the 4 Es. Here is the 4Es you can choose from, or you can
take all of the 4.

Here is why, blah, blah, in fact Mary says this and Joe says this, and a special report
that came out from Stanford University says this. My own experience with this it tells
me this and doctor so and so from the University of blah, you see that would use all
of them. It would get kind of lengthy, but that’s why we give you 4 of them.

So, I usually use 2 of the 4, but if you want a longer sales page you can write 4.

Subheadline 4:

“Us versus them.” Now what is that us thing? What is that word?

Ptcpt: Inclusion.

Jon: Inclusion, all that summarized stuff is coming up in this little biddy things,
subheadline, “Us versus them.” This is comparison copy. But you’re anchoring, like
with said yesterday, “Unlike the Atkins Diet my book…” Then you want to include
one “Did you know.”

Like “Did you know that 16,000 people who follow the Atkins Diet died of liver
disease?” informative facts. Take 5 to 8 paragraphs, is comparison copy. You’re
comparing your answer to all the alternatives and in so doing, what do you are you
doing? You’re answering their objections.

The objections that they haven’t even arranged yet, but don’t worry we’re getting to
objections in just a moment.

Subheadline 5:

“It works for anyone who fits the following description.” So, if it probably works for
literally anyone, you just say, “This part literally works for anyone.” If you want to
get really clever, you could say, “As long as you’re over the age of 8, and under the
age 81, this probably helps.”

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There you go, you just rolled out, 99.999% of people who’re aren’t watching you.
“Who it works for,” this is assuming that you have some sort of a demographic that
works for this. “This is ideal for going blank, blank.” Once again you would say,
“This is ideal for women who want to lose at least 5 pounds or more,” now I just
included 95% of all women. So, that’s a great way to do this.

Or if it’s truly an exclusive thing, you’d say “This will only work if you’re blank. If
you’re,” whatever that is. You want to be specific; getting a click is not really the
answer. It’s the buy that’s the answer. People are so concerned of my clicks; I’m
more concerned about buys.

The special sauce, this is not your hook. This is something else within your program
that makes it unique. The “My Bikini Butt” system features the time, tension
principle™ but time, tension, principle is not the hook. The hook for this is the fat
make gene.

So we can have more than one of these trademarks obviously and it’s really cool. You
can go as long as you want, as long as it takes to explain. “It works so well, this
product works so well, because of the time tension principle and here is why.”
Explain why that makes it so unique.

So, remember you said “Why does it work? It works everyone, because…” everyone
in your list that works for, everyone that you’ve described, why does it work for all
these people including you? Because there are times or whatever the hook is this, the
headline, screaming the trademark phrases, the special sauce. I will get right here in a
moment.

Objections, this is the only time that I can use the word “But.” “But I am 69 years old
and have no teeth.” I try to avoid the word “but” as much as possible. So, sometimes I
only say, “what if I am,” and in quotations, “What if I’m 65 and have no teeth?”
“What about blank?” That’s how I’ll do the objections most of the time. But you can
use the word “but.”

Subheadline 6:

“How you will feel.” Remember no one is buying your product because of how they
will think. They’re buying the product, because of how they will feel. They
rationalize buying the product by thinking. The buy the product based on completely
on emotion.

We’re all emotional creatures and we’re all dealing in the loser mammalian brain area
that comes in to justifying. It’s very good to say, “You made a wise decision on your
upsell pages by the way.” So, this is why you say that.

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It’s because now you’re rationalizing the purchase by saying, “Okay smart, smart
might be.” You get it? “You’re smart.” Description of experience, it’s great to say,
“Here is how you’ll feel. You’re going to feel totally in control.” because one of the
great pinpoints in people who are over 40, it’s the loss of control over their bodies.
They feel out of control. So, now you’re in control, midlife crisis all that stuff.

Describe what that feels like. Again you can use future pacing here. Future pacing
meaning, you put them in the future describing the events as if they’re present.

You can use you just say, “You’re going to wake up feeling awesome. You’re going
to do this you are going to do this.” That works fine too. I like to use, “Imagine this
day.” You just work up; you look at this, so I’m in present tense. “Imagine the day
with me.” And “Imagine the day with me.” is kind of cool, it is kind of a samurai
trick to that.

So, I started using, “Imagine this day,” I don’t know a couple of years ago. I said this
“Imagine this day with me.” so I’m not saying with me but you can’t tell the
difference, your brain doesn’t know the difference it’s like by now, by now.

That’s why I say, “By now,” and then you misspell buy, Buy. “By now you probably
you realize.” Right I have done that? He is going to look at all my video sales letters,
I do that probably at least once, “Buy now.” oops typo, but not really.

You have to understand that if you have sales page up and people are looking at you
as an expert, they want to associate with you, whether that’s cool with you or not. So,
that taps into that.

Subheadline 7:

“Everything you need is found right here.” That’s really important but here is the
tricky part, saying everything you need kind of cripples the upsell if you don’t do it
just right.

That’s why when you get to the upsell formula, you’ll see that I start with, “You’ve
got everything that you need for buying.” But normally I start off with,
“Congratulations you’ve everything you need to achieve blank.” However some
people want to do it faster.

You can do it, and it will take you a few months probably, unless I sold 7 days on and
other page, I’ll say, “However some people want to make it easier. I’ll do something
that makes it easier, faster, better.” That’s important and that’s the copy and this is the
intro to the product by the way.

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“Everything you know is right here.” boom guilt away, “The Handbook for
Recovering Catholics.” Or whatever you are selling. You see what I’m saying; this is
all your answers to the problem right here in this book. So, here is the picture of the
book. 23 paragraphs aren’t a lot, because you kind of already told about it. Remember
people aren’t buying the product, they’re buying the emotions.

So, if you go too much into this, it can be all pudding in my opinion. Notice we
haven’t even gotten any bullets yet. I sometimes forget them to be honest with you,
but I’ll show you where I’ll put them in here.

Then I do something really weird, like in the product, the product that you read, the 1
or 3 paragraphs I’ll mention benefits and all that stuff and sometimes you can bullet
point that out, if you want to you can. But sometimes I don’t.

A recap of what we learned, you’ve discovered that the answer to blank is blank and
you now know that I’m just telling you what they don’t know. So, that’s the recap.

Subheadline 8:

“It’s really hard to find all this stuff.” It’s really hard to find this information. “I spent
10 years of my life researching this. I’m an expert in this field.” What I like to use
especially when I’m running info products is, “It took me 7 weeks searching Google
about 9 hours a day to find all this information.”

Yeah I use that as a point to where they can; yeah you can do that if you want. But
since I’m asking for 7 bucks it seems kind of stupid, over 27 bucks, you get the idea.

“Why it took lots of testing research in my life,” is a handbook theme that is what I
just covered. “Now I love that my life’s work is in this handbook,” I love that line if
it’s true. “My life’s work, what I am dedicated to in my life is found within this,” is
very powerful, because then they feel kind of bad if they say oh it’s too expensive the
27 bucks is here. Come on my life is worth more than that isn’t it?

You’re suddenly saying that, okay.

Subheadline 9:

“I can’t take all the credit.” This is again appealing to everyone’s desire to like people
who are modest. They want to believe you’re an expert but they want to know that
you’re a modest expert. This is very hammered on in 3X, in the whole modest
introduction thing.

It’s like yeah, you want to be bad ass, and there are times when you get right, and get
down and saying, “Look, I am simply the baddest motherfucker you’ll ever meet.”

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What we call the Frank Kern intro? Have you ever seen the Frank Kern interview
story with Belfort, is that how he did it?

How Jordan Belfort, introduced Jordan Belfort in the movie of Wolf of Wall Street, it
was kind of funny introducing himself. So, you can get by with that sometimes if
you’re on that echelon. If you’re audience is kind of edgy you don’t have to be that
way.

This is really awesome by justifying the price by the way, because the price comes in
here in just a minute. So, this is a collaborative effort. So team effort, lot’s of geniuses
standing on the shoulders of giants.

Subheadline 10:

“However don’t try this on your own. You will get lost and confused. You’ll fall
under yourself and you can’t get up.” That’s the general theme that we are going
through. Then we go to the nightmare story and we’re really good at building those
now aren’t we? This is a mini nightmare story.

One of my customers, Sherry tried it by herself for 4 years after beating her head
against the wall and then going backwards instead forwards, she finally reached out
for some advice that kind of thing is the nightmare story.

Plus when you try this on your own, you risk getting hurt, because if you happen to
stumble on misinformation about exercise, it could actually put you in hospital. So,
don’t try to figure this out on your own.

Plus yeah you can find it on Google if you had a couple of weeks, maybe a couple of
months to search, but how do you know what to search for? “See I spent my life
studying this stuff, so I know what to look for.”

This is great, works fantastic for medium priced products, anything $197 and down, if
you’re charging 5 grand for something, a totally different copy.

Subheadline 11:

“Warning this is not for everyone.” Some of the stuff we’re all familiar, stuff we can
relate with right. Negative qualification copy and this is where the bullets can come
in, I like bullets for this. If you’re this type of guy or girl, you should leave this page
now, if you’re and bullets can be so much fun to write here.

This is where I think you should have a lot of fun, if you’re an ethical bastard without
a sense of moral decency to you; it is definitely not for you. I got a lot of fun with
that. If the thought of investing $30 terrifies you, because you can’t pay rent, you’re
definitely not ready. You’re not ready for this yet pal.

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 If you want people to feel that, “Wait, I am too.” you want that, “I am too ready; I’ll
prove it to you. Here is $30.” So, there is a great psychology that goes on by that.

Subheadline 12:

“Remember,” and I love this one. “Now remember” “Now remember.” works too,
now remember, then I give them a totally new fact. This is one of the most ninja.

Ptcpt: Samurai.

Jon: Thank you. This is fucking samurai’s element, this is bad ass. “Remember,” and then
you sell something that you don’t know anyway, and they went “Wait, what did I
miss?” Then they reread the sales page. It’s X, this is the hooks benefits. This is
where I will put the bullets if I put bullets.

Subheadline 13:

“Why it’s just… price,” or “Why it’s only… price.” “Why is it only $27?” Or period,
I usually don’t use question marks but you can. “Why it’s just $27.” It automatically
just assumes that wow, it’s remarkable that it’s only that price and even if they
haven’t bought it yet. They haven’t bought it yet, because they haven’t seen yet.

So, I know people that do not put prices at all on the page. They went shopping, if
you don’t get the price on at all, you just click buy, click buy, people will look for the
price it makes them look around the sales page more. So, you click the buy. The only
way this works is if you have, or you put it on ClickBank.

If you’re where you can definitely, you have your own checkup page, and you have
like a short video, like a 30 second video. “Hey thanks a lot for wanting this product.
I almost forgot to tell you, it’s only $17 and here is why it’s only $17.” Then you can
go into that whole, here is why. That’s strategy works really well.

The higher the price product, the point is sometimes that the cleverer that can be to
have a go on that, it is like listen. Then if I went to that page, it’d be like. Now you
click this; because you’re probably curious how much this costs. I know now that
you’re interested, it makes sense.

So, this is the kind of a copy over here, right. I just say, “It’s not for everyone. This is
going to cost you $3,997. However if you think you’re qualified…” and get all the
possible to get you in for that, then I’m taking 19 applications right now below, so
you don’t have to pay me anything today.

If it was an expensive product I would just take an application and call them. Some
people sell 3, 4 grand product online. I sell 2 grand products online. Eventually a 5

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grand product online but that’s pushing it. It’s harder to do that than it is to tap a
human call.

Then copy is centered around why it is so affordable. “Not professionally published. I

didn’t have to hire a $5,000 a word editor.” I’ve actually used that line, “A $5,000 a
word editor.”

“It’s not very long. It’s only 16 pages so you can read this in half an hour. I feel
stupid charging you like $47 for it.” This is the language I would use, why it’s only
$17 bucks, well it’s only 16 pages.

“However, those pages are full and dense and how many pages will a treasure map
have to be before you buy it?” I use the treasure map analogy all the time. “How
many pages will the treasure map have before you buy it?” Well one right? Well mine
is 16 pages, it covers everything you need.

Making negative objection positive is the goal here. Okay is, “I didn’t edit it, it’s not
pretty. There is no fancy cover.” but you see who you’re appealing to? I’m basically
saying it like, “Oh come on, you’d be an idiot to really want that, right? You don’t
really care about the cover. You care about the information.”

Subheadline 14:

“A double or triple guarantee,” you know the double or triple guarantee from 3X,
right? There is a double guarantee as well. So, a double guarantee works as well. I’ll
show you, I use the double guarantee in this one. It’s just saying, “Hey if you’re this
or this, I’ll give you the money back.” Or triple guarantee is this, this or even if you
don’t want my accent.” It is something ridiculous like that.

Subheadline 15:

“Scarcity, act fast, right now or you’ll lose all your.” Why they must take now. Just 3
to 5 paragraphs it’s not that long, but you need to give them the compelling reasons
why to act now. “There is only going to be 1000 initial copies sold at this price. I’m
only accepting 20 people in this class, on and so forth.”

Really scarcity beats the hells out of false scarcity every day, when it comes to
sleeping better at night. As far as conversions they both work, but I highly suggest
using real scarcity. You can be clever with it. You can say, “I may increase the price.”
If you really think that you may.

Subheadline 16:

“Oh did I mention this?” The, “oh did I mention this?” is all the bonus and special
features value add on this. Again you could have used, “Did I mention this, if you

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 want to.” But that’s not what I would write. It’s not bad but it is not what I would
write.

Subheadline 17:

“You’d be stupid not to take it. For everything I just said, you’d be an idiot not to take
this book.”

Ptcpt: You wouldn’t write this.

Jon: You’re damn right I would. I have many times. My PPPS, the one that after I
encapsulate the entire sales letter, which I actually forgot to do on this page. I’ll show
you where I broke my own formula. Like there are 2 or 3 places where I didn’t do it
and it would make the page better if I did it.

My normal PPS is like opening encapsulation the entire sales page. It’s like only
about 5 lines. I encapsulate the entire sales page in PPS, because where do people
scroll to?

Resp: PPS.

Jon: The bottom and then right underneath after order button. Then I’ll put underneath a
PPPS, “Look at this point if you’re not sold, I don’t feel sorry for you. You must be
stupid or just completely self destructive, and therefore I don’t want to use the client.”
I’ve said that before. That’s a complete “fuck you” kind of statement, but in fact what
have you got to lose?

It works great in a video sales letter too, “Why an action in incongruent with their
values.” We’re now ready to take the hammer and the nail and drive it completely
through the wood or heart, or wherever you want to drive it through, because this is
why you’d be stupid not to take it. It’s incongruent with everything you admitted that
you believe.

Again it’s Jack Nicolson on the stand in A Few Good Men. Wait, you just said this,
you just told us that you men never do anything wrong. He had to say that he did it if
he has any ounce of integrity. I’ve believe personally that most people have integrity
to some degree, and sociopaths are excused from that.

Subheadline 18:

“Here is a better choice.” So, here is first of all, so we go negative to positive, duality,
“Here is why you’d be stupid not to take it,” their core values. “But here is a better
choice. This is what awaits for you after you take it.” And if we future pace again.
“You’re life is going to be awesome.”

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Benefits, future pace, description, life after, as long as you need to go, because at this
point you keep going and that’s where you get order button No.1, after they’ve just
seen what their life is going to look like. Order button 1, you can put a subheadline
above it like, “Order now and transform your body in 28 days and get $227 of
bonuses order button.” You can do that if you want to.

For example when I did the benefits in bullets forms, what do we start with? A
number or a verb? Here are the benefits, “13 ways for you to lose fat blah, blah”
that’s not future pacing.

Future pacing is this is what your life is going to look like. You’re going to wake up
fresh, lean, fit, having lots and lots of sex that kind of thing, benefits.

The average person has to see the ad how many times before they buy? 9. So, it
doesn’t well that’s maybe 7, but 9 is what I’ve always used. It does not make sense
that you want to repeat certain things. It is okay if you do that, certainly I can’t do
that. Signature plus PS, optional full story PS which is what I like, so, that is the sales
page formula.

Honestly show of hands, how many people are like dazed a little bit? Like okay,
good. I’m going to undaze you, because I’m going to show the page. But I want you
to grasp this one very, very important concept. If writing a sales page was easy, or
writing a video sales letter was easy, I mean easy, we wouldn’t exist.

So, it’s not easy. What have done is I’m going to sell like a cover here. I’ve made it as
easy as humanly possible.

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Sales Page Formula Part 2

Jon: Okay, “Article page must haves.” It’s the article that comes before the sales page. So
it’s a great way to exit out of a video sales letter to go to an article would you like to
read an article on blank on the 5 things you must avoid to a blank.

So it’s very simple, “Short headline and byline,.

Did you know copy 3-7 paragraphs including personal introductions, revealing
negatives, warnings.” I’m going to show you what this looks like so just keep
listening ahead did you know copy.

“Sub headline that acts as a headline.” This is the clever part that people miss. Might
have seen people work this off.

And they miss this. “3-5 sound bite points ; begin each point with a command or
verb.” So this is the same bullet logic that we used before but you are doing this with
a informative bullet stuff. You’ll see what I mean. Stop, think, know I’m using words
like that. So they are commands, I’m commanding them to pay attention.

Then you end with a optional warning.

And a, what do I do next?

So that’s a very short page, I’ll show it to you, don’t worry you’ll get these slides so
fear not faithful comrades.

Yeah, I debated showing you guys like 10 different sales pages but how much can we
really get done. So I decided to show you one. So thank you.

In spite this John’s ugly mug up here and Steve’s not so ugly mug I actually wrote
this, they are 2 good friends of mine hi john and Steve. John is actually a total
sweetheart and Steve is the editor in chief or Iron Man magazine not the Marathon
magazine but the real one, the body building magazine.

So this is the article page. Very short headline, “5 steps to looking 10 years younger”
nothing to it. Not an elaborate form yet, but it starts with a number, right? Very
simple, “5 steps to looking 10 years younger.”

Now I go into the “Did you know copy.” I literally start all 3 paragraphs “Did you
know” look at this, “Did you know that once you hit 40 years of age, whether you’re
man or a woman, your body starts aging faster than normal?”

Remember why I told you to remember this? Look at how count how many yous are
in the first paragraph, 1, 2, 3, 4, 5, 6, 7, 8, 9 read that it works perfectly. This is the

Page 14 of 37
 problem with most people’s copy. It’s all about instant , God forbid I, or people.
Remember that ad we looked at last time people everywhere. Whatever it was it was
like yeah it should be you.

So what I did here is 2 negatives followed by a positive. “Did you know that
something disastrous, did you know that something disastrous, did you know that it’s
positive?” This is actually it’s a mistake; there should be something bolder here.
“Body starts aging faster than normal.” That’s the bold that will be there. You think I
would stay the same all of this is reversible.” okay.

This is a page we are going to analyze so that’s why I’m going through it really fast,
I’m going to ask you guys to analyze it and break it into the formulas okay. So here is
the whole, “Who am I?” “My years as editor in chief at Iron Man allowed me to peer
into the secret routines of the anti aging experts.”

Now, there is a really cool word in that sentence which what word is kind of like, yes.
Which sounds like oh peer, yes? Which is?

Ptcpt: What would you encourage.

Jon: Exactly yeah. I will purposely choose words like that, this is not accidental. So, “I
peer into something.” It’s a rapport. In this case he is rapporting with all the experts
or they would fill rapport, another samurai under the radar.

Let’s go down, the warning, “We have to warn you. It’s going to go against all the
conventional diets and exercise you have been hearing.” That’s provocative right?
“The world has frankly going soft so I’m appealing to some,” Then think about the
audience. The audience is over 40 and they want to get a new body and a lot of
people over that age of 40 believe that younger people are soft.

World has gone soft. I remember I used to walk uphill both ways. Okay, this is the
headline that should normally go up here which goes down here and this is very
clever I think.

“These 5 steps reveal the things you absolutely must avoid.” You notice that it’s
yellow highlighted for your pleasure. “If you want to slow the aging process, reclaim
you health and achieve your ideal body.”

You must avoid this, so doesn’t look negative, I don’t know how but believe it, it is
kind of friendly. But it’s really Goth, do this and you are going to die. “Now check
this out; what you need to do is a splash cold water, and a touch of old school”

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 So it’s kind of a whimsically written it’s not a whimsical per , bad word. You know
jovial, and serious at the same time, it is like, ha ha ha , you whim, you know that
kind of thing.

So let’s roll down, step one “Forget,” and just all want you do is all about the copy
you copy here not that important. Although I have to say and we’re passing these
habits to our kids. So that’s, if you read the copy you’ll get where I’m going with this.
It’s a good case study for all of you to have.

But look at the verbs here, “Step 1: Forget.” Stroll “Step 2, Stop.” Normally that
would be a negative word but not here, “Stop running” stop running, get it? I’m
actually telling them to stop running in circles go down.

“Step 3: Stop Blaming Everything On How Old You Are.” That’s a really like a just a
punch in the face. “Stop blaming everything on how old you are.” Remember you are
supposed to be tough. You are just complaining about those wimpy workouts, those
wimpy kids. I had to walk one way up the school hill.

Down, “Avoid” and finally “Work.” Work works here because, work out less, yes
less. True I mean it’s not bullshit. Yeah, stroll down; “Warning.” here is your option
of warning and literally so what do I do next? I mean it cannot get more literal than
that. That’s the article formula. So there is a lot of good stuff on the article page.

“So now what do I do next?” and then it goes to the check it out next page. Now
we’ve tested this by the way without the article page and with the article page above
the sales page so there is not an extra click and for whatever reason this one won

Ptcpt: It is not a VSL on the next page?

Jon: No, it’s the sales page formula, want to see it? Okay who’s got the formula written
out?

Ptcpt: I do.

Jon: What’s the first step?

Ptcpt: Attention pre headline.

Jon: Okay, “Attention.” and it literally starts off attention and it’s highlighted in yellow. I
man I’m following the formula to the literal T. “ATTENTION OVER 35 men and
women who want to look, feel and move years younger.”

I mean this is a simple statement. I could have said, “Attention the men and women
over 35.” But I put it over 35 before that because I want to prequalify everyone who
hits this page. That also makes the reader feel special by the way. So this is a very

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 interesting weird headline structure I actually had a period in the headline and there is
a quote “Breakthrough Research Has Proven It.”

Yeah breakthrough is an adjective you are right, “Breakthrough Research Has Proven
It,” period. It fits the nature of the copy. If you just saw “A breakthrough research has
proven it.” it might not do something for you. But if you see this now, this is where
we want to dissect headlines right.

Look at the headline formula, “Now You Can Slow The Aging Process To A Crawl
Quickly Sculpt The Body You’ve Always Wanted, Plus Make It Look As If You’re
Aging Backwards And Do It All In Just 90 Minutes A Week.”

That’s it, all positive headline, all positive. The reason why I can get by with that all
positive headline; is because the article page that preceded it stop, stop, stop, right? It
is the only way I can by with that, that’s why the article page is important.

All positive headlines are not going to do nearly as well as this. So this is the most
positive spin I’ve written it works really well but the reason it works really well it’s
because of that. So it might be.

Now, let’s go down here. This is the fact thing, remember I said the optional fact if
you look right under the subheadline. It literally says fact and they change the colors I
don’t think that was necessary but it used to be all black.

“Fact: Our bodies all age one day at a time, however.”

“Fact: Most people understand,” blah, blah, blah, “But did you know?” I have a but
term in there, so I would edit this however did you know?

“Fact: You have been lied to,” what I’m I doing tapping all of these fear based values
right? “You have been lied to getting bulky is a myth.” One more fact: “You cannot
find this youth enhancing system anywhere else.”

That’s not part of the formula but it probably should be. You can’t find this; it’s true
you can’t find that anywhere else but here. So that’s what great about that statement.
You can say, “You can’t find,” whatever the biggest benefit of this, “Anywhere but
here.”

Because it’s true, that’s the only sales page that you can buy it on unless it’s a product
that’s sold elsewhere. So that’s kind of a cool thing to say. Really gives a lot of power
to the page.

Ptcpt: Can I ask a quick question?

Jon: Yes.

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Ptcpt: You say, “I’m not asking you to just buy a book,” it seems kind of intuitive tipping
off the sales.

Jon: Yeah, thanks for pointing that out. I’m I giving it away that there is a sale on purpose,
yeah I am on purpose. Because of the article page I’ve already hinted that something.
Let me explain how I work with textbook sale pages.

Video sales letters people are still unfamiliar enough with them that they don’t know
if you are selling something if you write a story. Sales pages that looks like this, you
are an idiot if you can’t figure out you’re being sold something.

Now there is a very clever way of writing a sales page that makes it look like it’s just
a letter and I would never give it away there and you guys you may want to
experiment with that.

But this is a sales page and it’s evident from the very top so that’s why. So what it is I
use that’s usually a negative thing or they are trying to sell me something; so he asked
about this; ‘I’m not asking you to just “buy a book”. I’m asking you to read what
Becky and I have to say in this letter.”

So it’s not 100% positive man because I say just. “I’m not asking you to just “buy a
book.” Yeah, for copy writing we see where they are going but to the average person
I believe there is I’m not asking you to buy a book. Skip over that word, “just.”

I’m asking you positive, because your brain is a tangent to negatives, “great what
Becky and I have to say in this letter. It affects anyone over the age of 35.” So I think
that’s a really good comment but thanks for picking that up.

Then I end with, “This letter will change your mind.” It’s all downhill from here, well
this letter will change your mind. Now comes the headline. And what’s this headline
Jason?

Jason: Subheadline one the big problem or working with that

Jon: That’s right so, “Today’s exercise programs are way too long and they are KEEPING
YOU from the body you want.” So that’s the holding you back. But now I want you
to really pay attention to this. “Today,” great term right? I’m already anchoring
action. Today’s exercise programs; you may not think this actually matters but it
matters.

It’s like if you stack matches again high enough you can get to the moon. Yeah, same
thing one match doesn’t matter at all get enough of them. So, “Today’s exercise
programs,” what makes us sense, everybody, this is one of the feedback and questions

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 coming in so feedback. Why would that appeal to someone over 35? I did that on
purpose because there is a big 35- 40 user on the web.

Why does that appeal to older people say people who are in their 50s or 60s that are
kind of, now I’m talking about people that are like I mean they are nice people but
they are a little bit pissed off at the youth of today. Like a lot of older generation, why
would that appeal to them?

Ptcpt: Well they’ll remember the way people used to work out when they were teenagers in
their 20s and it was different.

Jon: Reminiscing right? The soldier thank you that’s what I’m looking for. “Today’s
exercise programs,” those wimpy. So that’s the tone I’m setting through the whole.

Ptcpt: That’s what it should have been.

Jon: Yeah, thank you.

Ptcpt: It’s like comparing MP3s to vinyl records.

Jon: Yeah, it’s the same thing. Today’s music is; when I say that you immediately think
I’m going to say something bad and I am. “Today’s exercise programs are way too
long.” Whoa, that’s good so think about that. “Today’s exercise programs,” you think
something bad, what do I say, “They are way too long.” Well that’s kind of good
right?

Ptcpt: This guy is on our side.

Jon: Right, it’s duality they are way too long. So if I said to Andrew, Andrew these emails
that we are writing that we are laboring over are way too long. That’s bad news and
good news right?

It’s dual, its’ that’s the whole nature, this is what your eyes are really being opened to
this because I’ve never ever talked about this subject at such length. I mean I’ve
mentioned it here and there but I decided this would be the foundation of what I’m
teaching rather than what you get our mindsets.

Yeah, huge it’s all over the place. “They are way too long and they are KEEPING
YOU from the body you want.” So what I’m I doing to the blame? I’m removing it.
The blame is no longer on you, it’s the programs you’ve been following which by the
way all this is true, except for people that sit around in the couch and do nothing. So
scroll down but I’ll talk to them too later.

Okay, so here is the, “did you know,” literally. So now the first sentence is very
interesting. “Are you afraid of the term Old School?” So isn’t there like a challenging

Page 19 of 37
 tone in this whole thing? Its challenging people to say, yeah, you are old and you are
but you are not old and bad your old as in like you are rugged.

Don’t you long for the days of your youth and you are strong enough and these new
thing called gadgets like iPhones. What’s up with that? Computers. So, “Are you
afraid of the term Old School?” Of course not, you are not, you know, there you go,
you get it. So think again, have a look at all these people in your way.

Yeah and now here is what I’m doing; I’m building a case why this is the case. This
is the next step in there.

Ptcpt: The next step is subheadline 2 “What it is not.”

Jon: No what’s in between subheadline 1 and 2?

Ptcpt: Did you know questions centered copy. Yeah, that’s what we are used to.

Jon: That’s right so we are just need to read it all. This is the “Did you know questions” in
her copy? “Are you afraid? Did you really think?” They are all the questions here so
yeah. “Now you tell us, have their bodies changed?”

So you see how the formula is not that difficult once you see it? You just want to
make sure you get a lot questions for that first one because questions as my friend
Gabby says, inquiry cures judgment. I said kills but what I like cures better, good
copy.

So you do not want cure person to feel like they are being judged but an older person
you can make their you can hold their feet more in fire. So think of that so let’s go
down okay. So I’m not going to analyze all the copy because you guys are going to
know. What is this headline?

Ptcpt: What it is not.

Jon: What it is not. “Endless hours and “new-age” workouts not required.” It’s one of my
favorite sub headlines in this. New-age workouts, now do you get the feeling? Okay
now let me give you the big samurai take away. If you captured the feeling of the
character that I was writing to, you could write a copy just like this.

You can do this in every single industry, in every single product. If you capture your
avatar and you write as if you were talking to them, what they would say will lingo
what would they think? Most, not all, but most older people think new age is bad.
Most older people think new age or you know the new age.

Even people who are like older and into what some people would qualify as new age;
don’t call it new age. They don’t reference that, they would think new age I kind of

Page 20 of 37
 hooky too new-age workouts. So but notice the, I’m sorry I’m laughing it just so
fucking bad. It’s bad in the best possible way.

Notice what I have in quotations. You get it so negative and part of it is positive.
Yeah cool.

Ptcpt: New age workouts.

Jon: “New-age” workouts it’s a double entendre. Yeah it’s new-age workouts. I’m sorry I
haven’t analyzed my own page in a while so it’s like I just went back over again, oh I
remember what I was thinking. Okay so new-age old school, notice the duality there
again less than 2 weeks. That’s true by the way it’s one of my favorite trainers.

So, this is what’s it’s not and listen I literally start the underline; “Listen Becky
doesn’t even work out 90 minutes A WEEK and my workout time isn’t much more
than that. Not to brag, but we look better at 50+ than people than people who try to
work out 90-munutes a day.” Notice or try those 90 minutes a day work outs.

“But hey,” that’s the time where I would use, “But hey.” But because that’s an
expression you can use. Again I’m talking exactly as if my avatar was talking. I’m
writing through somebody. Remember the writing through the head to the yeah that’s
what I’m doing.

“But hey, if that’s you gig, go for it. We prefer something else” I’m kicking people
out of the club right off the bat. If that’s you thing if you want to work out 90 minutes
a day like an idiot that’s kind of suddenly implied right, okay what’s next?

Ptcpt: What it is slash the answer introduce the hook or trademark.

Jon: Okay well it couldn’t be more clear than this. So what is this? The answer is found
within the F4X method. Okay the F4X method not the greatest hook in the world but
it worked. So now there is a hook there by the way. The secret equation that holds to
reversing age F4X the secret equation of reversing age I can it make it a hook easily.

Or you could say, “The new equation to reversing age.” So there you go, I just made
up a hook on the spot using F4X. “Here is what is really weird; I didn’t think F4X
was that special.” It’s okay I made it up the first day we talked and when John Riley
told me he has used people when they call him they don’t ask for a Old School and
Body they talk about F4X.

So it stuck, but what does F4X sound like?

Ptcpt: P90X.

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Ptcpt: Thank you, that’s why I did it. So F4X that we are linking into the P90X and it
worked so that’s why I came up with that one. Okay the four Es the description of
hook is simply the prescription of what it is. So I was talking about the Focus4
Exercise Protocol or F4X that’s for sure. That was the hook the Focus4 Exercise
Protocol.

It worked so I would love to come up with a better hook for this for mass traffic sure.
But going through the hook formula and do it but this worked. So I would rather
show you something rather than something that $10 million dollars the first day it was
launched. This just makes money all the time and it’s one of the top covering offers
on ClickBank. Kevin you know about this?

Kevin: Sure.

Jon: So the brand could be better. But it’s stuck in people’s heads so I think it is on P90X.
So if you got down the screen just scroll up on that, so I had all of these, “Did you
know.” kind of things that’s kind of cool. Now this headlines what’s the next subject
line?

Ptcpt: Us versus them.

Jon: Yeah, “Our method simply works. But regular workouts are just age you faster.” Us
versus them, yes.

Ptcpt: On ClickBank was the top converting offer is it with the article for this or VSL to the
article to the sales letter. How are most people promoting it?

Jon: Exactly, the article first. Some people test it to distance in themselves but most people
go to the article. Another trick that’s really cool is when you go to the sales page
window asks you would you like to read the top 5 things you need to avoid, 5 steps to
looking 10 years younger. Goes to the article page just scroll down next page goes
right back to where it came from.

But what we want to happen to do is go right, go to those videos sales right from
there. So okay now what’s in the story there?

Ptcpt: Comparison copy.

Jon: But this is all comparing so this is, “Ours is better than theirs.” There is actually not a
whole lot of comparison in here but I talk about, shady marketer and about, “Every
shady marketer and publisher wants you to believe there is some kind of shortcut to
the body you desire. They are full of it.” Yeah he is talking about the 90 minute a
week workout but it’s hard that the KBIT.

Page 22 of 37
 Right it’s like yeah, it’s 90 minutes a week but it’s really hard. I can buy into that.
Now the reason I was able to write that is we train for a competition and we train for
photo shoots usually. I’ll train 90 minutes to 160 minutes a week tops.

So I’ve done this for a years so can I never bought into the long workout nonsense.

Ptcpt: Is it the 90 minutes a week because of the P90x or?

Jon: Yeah, that’s exactly why we chose it. In fact the online headline is say work out 90
minutes a week. So remember I love the paragraph for this one; “Remember Becky
and I are in our 50s so we don’t believe in training stupid.” So you were asking me if
I would use. Yes, I’m already using stupid. I’m implying that you are stupid if you
don’t train this way. Now, just know this. What’s next?

Ptcpt: If it works for anyone it works.

Jon: “These Techniques For Youth Enchasing Fitness And Weight Loss Are Really Hard
To Find.” I fucked up and put this in the wrong place. Remember I told you I wrote
this one very quickly? I put this in the wrong place; it still worked but I will guarantee
you that if we just do nothing more than put this in the right place, it will work better.

So this is a little too early to come in. I simply I was just going so fast I forgot my
own formula. So there it is. So we are going to; okay it’s really hard to find, we are
going to skip this part. Scroll down and just remember that we are going to come
back to it. Okay this is in the wrong place.

So this is where it should come next. Remember, “If this works for anyone.” yeah. So
they don’t know what, it’s hard to find the answer yet. So that was just a complete
mistake, still worked. But that’s because everything else was strong. So I can increase
the convergence by doing this.

So, “This Works For Anyone, Male Or Female, No Matter How Young Or How Old
You Are.” Wait just a second; what have I just done, “This Works For Anyone Male
Or Female No Matter How Young Or Old You Are.”

Exactly yeah, it is funny read the copy here, it was funny. I see nothing in there but I
don’t apologize for that mistake. I just want to make sure I didn’t, I knew where I was
taking it. Yeah in reality this works for anyone at any age. But if I would have said, I
know I’ve said over 35 it would have made them remember something negative. Wait
I can’t trust you.

But in reality this worked out, what I was doing is getting people over 35. So what
they are saying when they say, “No matter how young or old you are,” they may be

Page 23 of 37
 thinking, oh it works for 35 or someone like me that’s 53. I’m not 53 but you get the
idea, so it worked.

The other thing is I think most people over the age of 41 feel like they are young and
I personally believe people that are 40 and 50 are young in today’s society 50 is the
new 30. So I just turned 30. Now we go on to the next phase.

Ptcpt: Why it works and the special sauce.

Jon: The special sauce, here it is, check this out, “This exact workout system produces
these drastically different results. But how? Why do I look muscular, and Becky
looks so lean and sleek?” That was a good little thing because women are afraid of
getting bulky which I discovered. But we train the same way sort of.

Because it has 3 phases, this is the special sauce; phase 1, phase 2, that’s the special
sauce of the program. Here is a special sauce; “Do you want to lose 50 or 100 pounds
more?” Then you come down here. Once you get that done you go to the next phase.
You get to shape your body next phase is you build.

Ptcpt: So the special sauce then is a place where you can talk about what makes the product
unique and central?

Jon: Yeah.

Ptcpt: Objections.

Jon: Objections here is why I use, “But” and but I put the objections in graphics I kind of
like that. “But I’m in my 20s or 30s?” So there you go this is the first time I actually
do anything like that, “Great then you’ll save about a decade of frustration.”

Now notice the words I start the objections with this is important. “Great, ideal time,
But I’m in my 40s? An ideal time to start.” Keep going down; “But I’m in my 50s?
Yeah, so are we? “But I’m in my 50s? Then you really need it.”

So I just left at that, “But I am 99years old, I don’t have to.” Terrific. So you get
psychology, right. It is complete duality. But I’m, great.

You are talking to both sides you are taking to the lizard brain and the logical brain.
You are doing that whether you know it or not that’s exactly what you are doing all
the time and we talk through our sales history.

How many of you have ever been indecisive about something. Yeah, are you what,
again indecisive about that? Scroll, next.

Ptcpt: How you would feel?

Page 24 of 37
Jon: “How you would feel, you remain in total control.” Now there is something really
interesting about that sentence anyone point it out are you guys getting a lot of this?

Ptcpt: Yes.

Jon: Something really cool notice he didn’t say “You will.” future tense, I future paced
this headline. So here is the trick that I don’t have in the formula. Future pace your
“How you will feel.

It’s not really the word, how you will, you will feel as if. No you remain in total
control that’s a statement in the present tense. I have future paced their ass. Right
there, one simple sentence and I start; “Now, here’s the really good part ladies listen
up you are in total control.”

I just know the female market really well and my woman can address how I write to
women. So and ladies listen up you are in total control. I know for a fact this is a huge
issue for women especially over 40 they feel completely out of control.

Hormones are changing; don’t even get me started with hormones. Your hormones
are exactly who you are. I mean I can alter your hormones you become a different
person. So it’s not your convictions it is your hormones. So hormones obviously
change over about that age for most women and their bodies feel completely out of
control.

They are gaining fat, their things are sagging and growing and all kinds of crazy stuff.
“So you are in total control,” is a very powerful statement for a woman over 40. Now
that being said there is a lot of very fit, very smart, very in control women over 40
and they are just going to agree with that. So you can’t lose on that statement.

So if I said unlike most women over 40, you are getting into big trouble. But, you are
in total control, it’s a good statement right? People like to feel in control. Yeah and
this is actually also men are more control oriented but from our demographic research
security is huge, it’s a huge factor with women over 40 with women of any age but
women over 40 especially and control is a huge factor in this period.

You want to control your environment. I want to manage my husband, I want to

manage my kids, I want I want make sure shit doesn’t happen it is all control. Okay
so you remain in total control, that’s a core so I’m going to the core right.

“You never EVER have to worry about waking up looking like a freaking body
builder.” Yeah, again I’m appealing to their grace fears of weight trimming and all of
that stuff . So I was furious by this. So there you go that’s all that copy. “Our motto
is: Make Is Simple, Yet Make It Challenging.” Doesn’t that sound reasonable? Make
it simple but challenging.

Page 25 of 37
 But notice I didn’t use “But.” “Make is simple yet make it challenging.” That’s
reasonable right? So right now I’m appealing to the reasonable senses. The monkeys
stuff is up here, total control. This is the prefrontal okay. Here is everything you need
to know right? Literally says “Everything you need to know has been condensed into
the simple to use handbook.”

A handbook sounds so much easier than a book doesn’t it? “Condensed into the
simple to use handbook: only 90 minutes per week.” That’s actually the hook, start
the F4X. Only 90 minutes per week was kind of bad, but the people remember F4X
for some reason. Yeah scroll down.

So let’s recap all right that’s next; the recap. “The fastest way to shapes your body,
the mistake, the solution, the results. “Look at the words that are underlined in bold
it’s all weighing here, so, 3 positive 1 negative, duality as always. What’s next?

Ptcpt: It’s really hard to find these answers.

Jon: Okay so scroll up remember that’s where this one should be; it’s really hard to find
this stuff that’s why I want you to read this mistake, solution, results, and right next,
it’s really hard to find this. Those are the words that are in the mind. The solution, the
results, it’s really hard to find it though. So at that’s where it’s supposed to be. Can
you see why it’s a big mistake?

Okay so scroll up and let’s read that one part real quick.

Ptcpt: Scroll up?

Jon: Yeah, keep going stop, one more yeah right here. “These Techniques For Youth-
Enhancing Fitness And Weight Loss Are Really Hard To Find.” Now, I love because
I have the power to say this and this is the truth.

“Unless you’ve been editor in chief of a fitness magazine, trained with the very best
fitness athletes in the world for over 30 years and can read minds.” You could always
use that you can read minds thing whenever you are done with your stuff because
that’s really good.

“You simply can’t find the specific system anyone on the planet but on this page.”
Yeah so now here is what’s really interesting that sounds awesome so it means it cost
me a lot of money with the next paragraph is really key, okay.

“Sure, you can find similar approaches to fitness. After all some of these ideas were
stolen from Iron Man long before many of us were even born.” It’s true, “And if you
really wanted you could order all the back issues, and spend about 100 hours on

Page 26 of 37
 Google and probably track down 80% of what Becky and I cover.” That’s exactly
what we were talking about earlier.

That’s exactly how you make something very negative very positive. Sure if you want
to spend 80 hours on Google and do this yeah, you can do that. “You can spend about
you can get maybe a 80% of it, oh, by the way editor in chief of magazine 30 years of
experience and all that.” But yeah, you see how I’m doing it?

Ptcpt: That’s a trust builder so transparent.

Jon: It’s totally transparent but it also makes him feel really stupid for making any other
decision but to buy this thing. Look what he says next, “You could do that but why?
We’ve already created the system for you we’ve already gives so this is literally in
your hands.”

One of my favorite lines in the sales copies is let me do the hard work for you, I’ve
already done it. I will hand it to you like this. All you have to do is read and apply.
Done the heavy lifting for you yeah, that would be good for this one yeah. So now
scroll back down to where we were. See how this one not makes now the formula I’m
glad I made a mistake because now you see that this formula it works.

I mean obviously you can put one thing in the wrong place, it is not going to crash
something usually but now that you see it doesn’t it feel incongruent? Yeah, see the
formula is becoming easier to follow now that you have seen an example. You really
need to look at this side by side. I’m I right or I’m I wrong?

Okay, “Becky and I can’t take all the credit for this system.” Again, humility if we
can’t take, even though we have 30 years in business we can’t take all the credit. I
wasn’t kidding when I said we got lucky doing some of the longest time, saving you
the answer to work out planning, one so easy that he didn’t want to stick to it. That
was a result of being surrounded by the best fitness trainers around us who ever lived.

So we can’t take all the credit for it. Just write this down, standing on the shoulders of
giants, that’s the concept here.

Ptcpt: Makes you more comfortable.

Jon: Yeah, I didn’t use this 3X VSL I mean because I would have been, in the sales page, I
would have been completely disingenuous because it didn’t exist before me and I
never read a copy writing before I wrote it.

So once again I’ll get to you wait, I pointed that to my wife she was yeah, you did
study NLP and hypnosis, and psychology, you are a philosophy major. Yeah that’s

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 true and I applied all of that to understand how sales copy works and then reverse
engineered it after I wrote it.

But that being said I can still make an argument and say I can’t take all the credit
because my first sales page were written by a Greek copy writer. If it weren’t for Tom
Benito I wouldn’t even be here and tom taught me the elements of copying. Actually
John I was studying john Carlton before I even know who John Carlton was.

So I can easily an ethically standby it but I can’t say translates the video sales letters.
I’ve looked at video sales letters form 5 other guys and blah, blah, blah. But, do you
see how that works you can make that, “I can’t take credit for this work.” but this one
is easy.

Then I added this expression that everyone seemed to resonate with. I know working
out it’s an old expression but it’s you’ve probably noticed I didn’t assume you’ve
heard the expression I said, “You’ve probably heard the expression it takes a village
to raise a child well it took a family of very seasoned, very practical, and very old
school men and women to raise us to see the truth.” That’s pretty good on of those
flow moments so.

Now what comes next?

Ptcpt: Don’t try this alone.

Jon: Yeah, oh by the way notice the trick that I used here I put a headline in a very weird
place on the article page. This is a very weird place to, this has actually changed to a
kind of a blue font is it? “The best bodies are forged from very short and SAFE
workouts. Workouts that are hard work, mind you.” Mind you, command but oops.
Mistake work anyone can do at any age we’ve proven it time and time again.

It’s not really a headline I just decide to make one sentence bigger and I did it right
before this going alone. It just draws more attention to it.

Ptcpt: Does that have quotes, I can’t see?

Jon: Yeah, it should that’s another mistake I made. You can go ahead and dissect all my
mistakes. “The plan is really baby simple” now oh what’s in that sentence? The plan
is really baby simple.

Ptcpt: Baby?

Jon: Baby yeah, a lot of women when they hit menopause are pissed off by the fact that
they can’t have children again. Don’t get me wrong I’m allergic to them so you know
I, yeah it’s like. I used to say people ask Andrea and I, like do you have kids like we
barely have fucking plans.

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Ptcpt: So how come the structure for the sales letter, the written one is different than of
VSL?

Jon: Thank you for asking that again. Okay structure is different because of several things.
Number one, a video sales letter is followed, is a strong rapport based voice temporal
based format for selling. When you are speaking you are at a different framework
than when you are reading. So you have to take that framework into consideration.

Reading allows you to a lot more freedom to do things that you wouldn’t do in a
videos sales letter, but a video sales ad notice there is hardly any, there is no story in
here. Yeah, you can put a written story don’t get me wrong Gary Albert’s famous
one. Gary is a story teller but I just notice there is no story in here, really

I was shooting right for the gun. I can put a story in here but I would have to literally
make one up because I don’t have one. But in a videos sale letter story is essential.
Because you are it’s like being read a story at night, yeah without the story.

Ptcpt: I’m sure others have seen the gorilla style thing where you click off and it’s basically
just the same text, did you try that in the past, or it has just always been in line.

Jon: I have to try that, I taught it to him.

Ptcpt: Have you taught it to them?

Jon: Yeah, I did teach Ryan Dyan.

Ptcpt: So it is kind of an iteration then of what you are doing?

Jon: Yeah, this is the better one I think, they use the same line out of laziness. I personally
just think there is differences between the 2. Now here is what’s interesting John said
he cut and pasted a text based sales letter into a video sales letter format and it
worked well for him, most people it doesn’t.

I tried one with Gary Albert it bombed absolutely bombed and it was killing it for the
text. So I really did believe there is a different style of speak.

Ptcpt: Also heard the text version is often don’t really account for very high percentage of
sales for most people that run both is that?

Jon: That’s true and that is why you should have a video sales letter or else a text based
sales letters back. The text based picks up the people won’t buy from a video sales
letter. Also if it’s fun and it is well written and notice there is nothing fancy on the
page it’s just clean.

Ptcpt: I love this approach.

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Jon: Yeah this works totally fine I mean that’s why I’m not I like to write text based sales
pages sometimes they are fun.

Ptcpt: Device stuff too right? Like mobile like it’s easier.

Jon: Yeah, so we’ll talk briefly about this one. Mobile is killing it a on video right now
absolutely crushing videos sales letters mobile. So long page format and mobile
probably is not going to work at all.

Ptcpt: What if you got an inexpensive trip wire like 7 bucks, 17 bucks followed by 3
upsales. Would you switch modalities on purpose?

Jon: Yes.

Ptcpt: So which would you do a text page for the trip wires and a VSL for the first up sale?

Jon: Exactly what I would do and I always put text based up sales for my upsales after.

Ptcpt: You never do 2 VSLs in a row?

Jon: I have, I’ve done them. I did a video sales letter close for 3X that went to it just a text
based for the upsales. You can make arguments for any of them. The answer to that is
test, right?

So it’s always to test, but theoretically nothing in vacuum so we are almost done
here? So but if you going alone and you will end up confused and frustrated that’s
right out of the going alone right.

Ptcpt: The warning this is not for everyone.

Jon: The warning this is not for everyone. “Okay we’ve seen people try to buy themselves
the results are not pretty.” So nightmare story, just real brief, not much of one.

Ptcpt: Negative qualification copy.

Jon: “Warning this is definitely not for everyone.” Check this one out, this is a good copy.
“There are some people we simply do not want to give a copy of our book to.” Ignore
the grammar just for a second any other word too. “We just simply,” all right, how
many times have you seen the word, “simply” in this sales page?

We want, I want you to go back and count them. Count how many times you see
“simple” and “simply,” it’s probably 50. Yeah, simply, use it all the time.

Ptcpt: 29.

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Jon: You use it all the time, 29 so 30 in a short page, pretty cool huh? Look for word
“you” just curious.

Ptcpt: 249.

Jon: I wonder what the word count is. But look at the first sentence, “There are some
people we simply do not want to give a copy of our book to,” give. Why did I say, I
didn’t say, there are some people we don’t want to buy our book? All this stuff is not
accidental. It’s purposeful. We just don’t want to give this to everyone.

“And we mean NO offense, but we just don’t want you to waste your time and
money. Fair?” Don’t deny, imply every cost of it. Duality, give money you see.

“Old School, New Body is WRONG for you IF” and look into these objections are
really pretty funny. If, “You think “simple” means “no hard work.” Dream on.” If
“You don’t want to change the way you are eating, we cover some simple basic
dietary changes…nothing radical…” So, I kind of simplify it.

If, “You refuse to do any resistance training.” This would probably say yeah, macho
people are all fine. I didn’t care, kick them out of the club, “If you think I’m too old
to do this.” Look, you are NOT too old.” If, “You are just one of those folks who will
buy the book and then let it sit on your desktop and never read it.”

I’ve done far more exaggerated ones than this, but this is true. Just scroll down.

Ptcpt: Remember.

Jon: “Remember: don’t be fooled by how simple the system looks.” I never really talked
about how simple the system looks. I mentioned simple a lot, but don’t be fooled how
it looks. I never said anything about the system looking simple. So, I just rephrased
something.

But here is what I would normally say in that, and that was good though, because I
underlined the word “looks.” Yes NLP, always NLP, “Don’t be fooled by how simple
this system looks.”

That can go any either way. Don’t be fooled by how it looks is really complicated it is
duality. “Don’t be fooled by how the system looks. E-MC2 looks simple,” that’s how
it starts. “But it’s one of the most powerful equations in all of physics.”

There we go, don’t be fooled. So in other words you didn’t know totally where I was
going with that. A picture of Einstein really doesn’t hurt.

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 But check this out, if I want to write strictly in my formula, what I would say is,
“Remember that study at Harvard revealed that people over the age of 45, live twice
as long when they workout.”

Then I’ll say, don’t forget to research at the Harvard University at preview level,” I
just repeat this for a bit. I might say something like that. Or I’d skip it entirely, I just
say remember that and then go looking for it in sales copy.

Ptcpt: How religious are you about “remember” versus “don’t forget?”

Jon: Remember, I’m much more into remember. Yeah don’t forget your brain doesn’t hear
the word don’t. Now I’ll use, don’t forget, sometimes, because I’m just in a hurry or
I’ll forget. Remember is much more of a priority. Remember is a command that you
can follow.

Now down to the “Why it’s just… price,” “Why it’s just $27?” after all this stuff,
why is it only $27? Part of the psychology here is like look, if this is so great, why is
it so cheap. It implies that this is so cheap even though they think $27 is a lot of
money. So, we explain why.

It’s, “Not some super-fancy book with a million dollar publisher’s ad budget.” It’s “A
simple comprehensive, book… gives you answers in real time as possible.” What's
next? Guarantee right?

“Here’s where we get really crazy.” I’ve never seen that on guarantee so I thought
that was pretty cool. “Here’s where we get really crazy”, it is a double guarantee
guarantee 1, guarantee 2 double guarantee, you can use a triple guarantee.

So, use this “If you don’t like our service, if you don’t like the product.” I got a triple
guarantee. If you don’t like the way Becky and I look in our bikinis, something
ridiculous. Okay scroll down.

“Only a limited amount will be sold at this price.” So, here is what I get, very samurai
a little on the black hat side of things, “charter pricing and current price” which I
totally from Ryan and Barry. But I changed, he said the first 1,000 copies, the next
1,000. I said the first few copies. Now how much is a few?

Ptcpt: 4. 20, 3. A lot of people will refer to interpretation.

Jon: Yeah. How many people know what set theory is, I know you do. How many people
know what set theory is? Okay Greg, how big is a set.

Ptcpt: You have to define it.

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Jon: Exactly. So, when I say few in relative comparison to what. So, if I say there is only
a few stars that go supernova every year, how many can go supernova every year?
Millions right, it’s depends on the set, in this is case the hundred trillions. But in the
concept of hundred trillion, a million is very few. That’s why I used a few copies. It
might be 100,000.

Ptcpt: Ethical scarcity right?

Jon: Yeah. It might be 100,000 copies before we hit that few. So, it is borderline ethical
scarcity yeah. It’s far as all go. But I like to figure out ways to get people ticklish.

Ptcpt: I like that.

Jon: I do to I’m on the play. The play is rated PG 13 movie.

Ptcpt: It’s true. Because it’s true, you’re not lying to them either.

Jon: Yeah. It’s true.

Ptcpt: Speaking of guideline…

Jon: Though we actually differ in price from 72.

Ptcpt: …back up to the this is not for section. Are some of those dictated by agency
guidelines?

Jon: I don’t understand your question.

Ptcpt: Like I’m saying, look most people who buy this one will never make a dime, I’m just
telling you. He is over the top clear about it.

Jon: Yeah I love that.

Ptcpt: Is some of that in your responsible for the bullets in your.

Jon: No but it could be. We’re just spent a whole hour how we can improve this page, not
that it’s not really good. But it can be improved right? Every page it can be improved.
That’s how we can do that.

Ptcpt: I wondered if that was part of the page.

Jon: I don’t remember. It may be in there but it would only be.

Ptcpt: It’s not something you consider weight loss copy though as a rule when you write it
or it’s just a inherent thing you kind of know it yourself

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Jon: No, I don’t and I should. It’s a really good point. You should probably say look, the
fact of the matter is, most of the people who buy this book, unfortunately won’t do
anything with it and I do say that in there.

We don’t want you to do this, if you’re going to just let the book sit on the shelf, I do
say that. That’s the truth of the matter. That’s why we can’t guarantee X amount of
pounds that you’ll lose, by law because a lot of people simply will buy this book and
never read it.

I would say something like, if I can snap my fingers, I’d come over and read it to you.
If I can be anywhere, if I can do anything I want to come over and read it to you.
Yeah that instills a lot of honesty and integrity.

Now let’s scroll through this very fast, it’s really simple. “And we want to give you
some really awesome gifts today…” So, in case we lost and you wanted the prize,
anyone would give you some really awesome gifts, just keep scrolling down. This is
all bonuses. Free, free, so we have bonuses.

Sell you bonuses. But I didn’t bother selling with very much; look at this, look at
mine. Read the bullets, amazing, 6 secrets, specific, how, occasionally up, 6 big keys.
These bullets are very simple to sell your bonuses. Works on your bonuses, it can
work against you if your copies are too long. Let’s go down.

Plus, keep going. So, we did more of a job of selling the bonuses here. Now I love
this part. Let’s close with this. What is the next part?

Ptcpt: You’d be stupid not to take it.

Jon: You’d be stupid not to take it. So, here is my you’d be stupid not take it. It’s
underline. “If you don’t take advantage of this offer, we have a parting “Gift” for
you…” I love that. I’ve seen you ripped off, so feel free, to rip that one off

If you don’t take advantage of this offer, or if I say if you refuse to take advantage of
this generous offer, we have a parting gift for you. Oh really, I’m not going to buy it
because I’m wondering what’s my gift.

“You’re not going to like this, but we’ve been 100% honest so far, so we’re not going
to stop now.”

“Our parting gift is a dose of reality.”

“You can keep doing exactly what you’re doing now, this will land in the old age
home long before your time,” onward and so forth we go, if it is a kick in an nuts.

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 “You’ll be constantly gasping for air even while doing the most mundane tasks.
You’re play time with your kids and grandkids will be strictly limited to how long
you can last without having your knees, back, joints back lock up in pain.”

“Your midlife crisis will pick will kick into full gear…all while others who are
actively doing their F4X System are enjoying a midlife celebration.”

“The months and years will pass, and you will have lost a golden opportunity to take
advantage blah, blah, yeah.”

“Sure, that’s not much of a gift… but we believe in tough love.”

Honest that’s one of my favorite parts of that letter. I’m pretty convinced that’s why it
sold so well. So, now what’s next?

Ptcpt: Here is a better choice for.

Jon: Here is a better choice. Now that we’ve kicked you in the balls, here is some ice.
“When you make this wise decision you will wake up energize before the alarm ever
goes off. Rarely if ever be limited by age,” so it’s just very short list. I know guys
who will write bullets for days.

I have a formula for bullets and I just don’t like to write them. I’ll be honest with you.
I’d love to write the concept of bullets in video sales letters, where I can tell a story.
You really, that’s not a difference, can’t tell a story with bullets on a sales page like
this. But you can in a video sales letter kick ass. My video sales all tell stories.

Okay let’s scrolls down.

Ptcpt: The normal 3 tips in a VSL, you don’t bother with here either.

Jon: No.

Ptcpt: The main content.

Jon: That was all in the first page, article page. Here are 5 things that you need, the actual
tips the rest of this is just. So, I want to show it to you. This is how I write a sales
page. I just don’t see a lot of sales page tips on them.

Ptcpt: Did say you’ve tested driving traffic directly to this or?

Jon: Yes.

Ptcpt: I never think of it to keep going.

Jon: Oh it does, it just sells better with the article. It’s a slightly improvement

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Ptcpt: I meant with the article sending traffic to a VSL.

Jon: No. It’s one of those top offers you can ClickBank, it does really well. So, here is the
Add To Cart button, and scrolls down.

You guys might want to steal this graphic and put it at the end, “No shipping costs
saves you money.” How many people have a digital product? How many people have
ever gotten a complaint, like “I don’t know this was digital.” There you go this is
solved right there. “All materials are digital… that means you can start today.” That’s
a good graphic and I made it, you can take it.

Okay, now we have signature, picture signature, P.S, and here is another place where
I fucked up. I didn’t do the encapsulation of P.S. This is where I said Andrea would
write. Andrea will volunteer to write. Is she still volunteering?

Andrea: Of course.

Jon: If you want me to write off a P.S real quick this is what I would write doing this
again. You guys good with it? Okay, I just say

“P. S remember the facts, you’re aging before your time. Your body is literally
wasting away and you absolutely must avoid traditional workouts if you ever have a
hope of achieving the body you desire.

Using a new method called F4X, we’ve seen women and men of all ages 40 to 80
radically reverse their signs of aging, lower their body fat, regain their vitality of their
youth and their sexual libido goes up.”

Then I’d go into,

“That’s why we dedicated the last 30 years of our lives to figuring out the best
methods possible. As you’ve seen in paragraph 7 those methods are very simple. And
you may be asking yourself still why is this only $27? It’s because we want everyone
over the age of 35 to have the most fit and happy life possible. Click here to order
now.”

There you go. I just recapped those.

Ptcpt: Would I rewrite into a mission there given.

Jon: Yeah. I would rewrite the gist of the sales page, not all the parts of it. So, what’s the
problem, what’s the solution, how do I get it? Those are the 3 things. So, the other
thing to follow there on the P.S, please write this down. The PS strategy I like a lot is
now I try to follow right off my head, is avoid, enjoy, how to, what if.

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 Remember you’re aging fast and you want to avoid the workout for you, do you hear
that? If you want to have all the benefits increase and enjoy, the answer is found in
paragraph No.7.

What does that make them do? Go back and read paragraph 7 which I’ll always put
some where it is some sort of an action taking step. So, if they read paragraph 7, there
might be a link to say, “Click here to order now,” if I did they’d be underneath it, or
click here for more.

So, how to, F4X System allows you to blah, blah, what if the only thing I left out on
that P.S was, imagine how awesome your life is going to be when you blah, blah.
That’s it. That’s your P.S.

If that P.S is probably 2 or 3 lines, it’s pretty clever though. Another thing you put the
P.S in a coupon box. People love coupon boards. Did you have a good day?

Ptcpt: Yes.

Jon: Awesome let’s hear it man.

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