Thread by @Copy_breakdown

Let's kick this mofo off.
Case study 1: Russell Brunson's dotcom secrets
Brunson gives away a free book, breaks even or even makes a slight loss.

Why? Its a great practice collecting all your prospects from web traffic ready for an upsell.

Headline makes it clear as day: FREE book! Capital, underline exclamation mark.
Simple and clear. Testimonial from the self help big daddy Tony Robbins. Note the word "geometrically". Its one of those magic marketing words that is overused because it works.

"Where should we send it?" Makes it seem effortless. Very important to give the feeling of ease before the prospect scurries off the webpage

Another great example of effective wording. "We pay" for the book, "you cover" shipping. If it had said "you pay for shipping", but it would have taken away from the appeal of the FREE product.

Great hardhitting copy. Notice another magic marketing term "You now have access". Makes it sound like you're about to get some exclusive secret privilege. Works.

Many call to action buttons in there. The moment the buyer feels ready to get the book, there is button ready in view. Removes the need for scrolling back up and losing interest.

More importantly, notice how the wording and appearance changes. Many marketers use the same button and CTA repeating over and over in the copy. That can feel a bit spammy. Changing it up accomplishes the same thing without spammy-creeps

Brunson addresses the no. 1 objection "what's the catch?". He uses the opportunity to also point out another feature, i.e. that everything in the book is TRUE, no BS.

The money back guarantee is not titled the usual boring way. Attention grabbing as hell. There is no way you wouldn't want to read it. And the offer reads off as if "look, how out of my way I'm willing to go to be fair to you."

Of course, you can't have ad copy without urgency/scarcity. Plenty in here:

Social Proof: There are LOTS of video testimonials. I'd argue this will become standard in the years to come. Its both - more attention grabbing and persuasive than stars and text. He also has amazon reviews in there.

P.S. Here is some excellent use of the end of the letter. If you're reading it, you're probably one of those people that skipped straight to the end. Its an opportunity to use a yes-answer-qualifier "in case you're...." Why yes I am!

See the full page for yourself:
dotcomsecrets.com/order-form-188…