Brian McLeod Biography
In the mid-nineties, Brian co-founded one of the nation’s largest and most successful new product development companies – growing that business to nine figures in sales with hundreds of employees.
Brian’s client list includes some of the most revered names in modern marketing:
Spike Humer, David Garfinkel, David Deutsch, John Carlton, Yanik Silver, Ben Mack, Audrey Kerwood to name just a few…
Brian’s work in DRTV has been broadcast on every major network, his direct mail promotions have been mailed around the globe to millions, and his consulting work with effective, high net-worth entrepreneurs and business owners is legendary.
Learn more about Brian McLeod and how to get him to consult on your copy below.
Brian McLeod Presents “The Copywriter’s Confessional”
(Warrior Live Event 2011 Notes)
Selling Product vs. Selling Personality
Stunning copy comes from research and finding that UNIQUE hook and angle.
A webinar is like a sales video but with interaction where you can clarify and explain things. Webinars are the way forward – if you’re not involved in that, you have to try it. You can’t FORCE it though; the webinar has to be REAL.
Fonts, Colors…What’s Best?
A big mistake is to have too many distractions, too many fonts, etc. Here’s a trick: you CAN’T have too much white space. Letters should be ULTRA easy to read…so much so that they just get SUCKED into the copy and don’t even notice.
If you see a big block of text, you want to SKIP IT. Use ONE SUB-HEADLINE for every SCREEN (i.e. every scroll of the page). Tell a MINI-VERSION of the letter by just reading the sub-heads. The sub-heads will suck someone back into reading the full text, but even if they ONLY read the sub-heads they should still get the full story. Use a nice bold Tahoma font. I like Georgia, but DO NOT italicize it. Sans-serif fonts like Verdana are good.
MYRIAD PRO is the new font of Clickbank.
You don’t want to lose the people early on in the process who are hot for the product. You have to make it EASY for them to buy, so put that Buy Button there early.
Can Long Copy “Oversell” Lower Priced Products? Does a $17 Product Need a Long Sales Letter?
Tough one. If it’s well-written, how could it hurt? You CAN talk people right out of the sale, if you’re not careful.
Do You Use Templates?
There’s a basic outline: http://www.fasteffectivecopy.com/join
How Do You Write an Awesome Headline?
The Warrior Forum is a different world – what works in the Warrior Forum may not work elsewhere. A WSO that converts at 20 – 30% will NEVER convert that way from cold traffic. The Warrior Forum is like fishing in an aquarium.
Don’t Underlines Look Like Links?
No because links should always be blue. Garfinkle is SO SIMPLE…he removes EVERYTHING except the persuasive part of the copy. You MUST read your sales copy out loud. It will make sure you’re conversational in your copy.
Agitating the Problem
It’s about showing them that you REALLY understand their pain, 100%.