- Special Report -

5R Formula:
Grow Your Customer and
Prospect Lists Four to Seven
Times Faster

By Terry Dean

MyMarketingCoach, LLC.

1
5R Formula: Grow Your Customer and Prospect
Lists Four to Seven Times Faster

All Rights Reserved – 5R System

Levis International Marketing

MyMarketingCoach, LLC.
http://www.mymarketingcoach.com
http://www.terrydean.org

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 Table of Contents
Introduction 5

What is the 5R System 10

Grow Your Business 7 Times Faster 12

What Kind of Questions Should Your Research Answer 15

Crafting the Right Message 17

Choose the Right Ultra Compelling Promise 20

Importance of the Right Spokesperson 23

How to Choose the Right Spokesperson 25

Right Timing 28

How to Choose the Right Sequence for the Order Flow 32

Right Way – Sales Copy Formulas 34

5R System Toolchest 38

Free Gifts 45

How to Grow Your Online Lists Study Guide 46

Special Report: Checklist for Plugging Profit Leaks 56

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 Who is Terry Dean?
Former Pizza Delivery Driver, Terry Dean, shares his proven steps and
strategies for making any business successful online...using the exact
same information he used to build a million dollar internet marketing
strategy.

Earn More, Work Less, and Enjoy Life without compromising your
values with products, coaching, and ethical copywriting.

Terry Dean has been helping online entrepreneurs and small business
owners profit from the web for 12 years. He started from scratch on the web in 1996 and built a
multi-million dollar business which he sold in 2004.

He retired from business and started MyMarketingCoach, LLC to coach small business owners
on how to ethically profit from the Internet. People become his clients primarily because they're
sick and tired of the HYPE surrounding the Internet and today's marketing practices...and they
don't want to go it alone any longer.

They want help and support to increase the profits from every penny they invest with someone
they can trust.

His flagship product, the Internet Lifestyle Retirement System, is all about the 5 keys to building
a successful internet business that works for you instead of you working for it.

Pick up your free report, “Live the Internet Lifestyle…Retire Young and Wealthy” along with
watching the free video on the 5 Keys to Success in Internet business here.

 Discover how to know beyond a shadow of a doubt how successful your project will be
from day one.
 How to quickly and easily develop multiple winning products in any market...even if
you're not a writer and flunked 6th grade English
 How to generate BUYERS to your website instead of just visitors and lookie-loos. Quit
wasting your time on ineffective marketing and start making some real money!
 3 quick MILLION DOLLAR tips for improving your conversion rates...and how you,
average Joe, can beat the top marketing gurus.
 Multiply your profits by leveraging proven systems of outsourcing your business to earn
more while working less.

Visit Here Now:

http://www.InternetLifestyleSystem.com

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 5R Formula: Grow Your Customer and Prospect
Lists Four to Seven Times Faster
With Special Guest Daniel Levis
Terry: Hello, this is Terry Dean of www.MyMarketingCoach.com where you earn
more, work less, and enjoy life.

Today our guest is Daniel Levis. Daniel specializes in writing online

promotions for information publishers primarily in the health, financial self-
help, and business opportunity fields. Daniel has helped large direct
marketers, as well as hundreds of small home-based entrepreneurs to use
the internet to sell more effectively.

In the financial field, he’s worked with such well-known companies as The
Motley Fool, Safe Money Report, Real Wealth Report, Gold Newsletter,
The New Orleans Investment Conference, Stealth Stocks Online, Hidden
Values Alert, and many other well-known publications.

He has collaborated with the top online marketing talents, such as Joe
Vitale, Yanik Silver, John Carlton, Clayton Makepeace, and Dan Kennedy
to produce quite a few top marketing and top writing information products.
He’s been exposed to and overseen dozens of high-traffic scientific web
marketing experiences that have allowed him to experience firsthand what
works online and what doesn’t.

Today he’s going to share with you a unique step by step system that he
says anyone, regardless of experience, can use to grow their online
customer and prospect lists four to seven times faster without spending a
single dime more on traffic or hiring a hotshot copywriter.

So, Daniel, welcome to the call.

Daniel: Thanks for having me, Terry. That was a great introduction and I really
appreciate this opportunity.

I’ve actually come bearing gifts for your listeners. Since what we’re going
to be talking about here has to do with creating more effective websites
that generate more leads and more sales, everyone listening to this is also
going to get the chance to pick up an interview that I did recently with Paul
Hartunian that shows you all kinds of great ideas for using free publicity to
get visitors to your website.

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 Ten lucky individuals will also have the opportunity to obtain a complete
package of tools and services for implementing the system we’re going to
be discussing here today, and that package is worth over $1,200. Both of
these resources are absolutely free, and I’ll be telling your listeners how
they can get them at the end of the interview, Terry.

Let me just say, I’m absolutely thrilled to be here and really looking
forward to giving your people some unique new insights on growing their
customer and prospect lists faster.

Terry: That sounds awesome! I’m sure everybody is looking forward to what
you’ll be giving them both in the information that we’re going to be talking
about today, and in the gift that you have prepared for them.

Could you start off by, first of all, telling us a little bit about yourself? How
did you get into this business of helping people use their websites more
effectively to sell their products and services?

Daniel: Sure. My previous career was in direct selling. Up until I started my

marketing consulting business in late 2004, I made my living in a
corporate environment selling high tech services to Fortune 500
companies.

I started out on straight commission in that business in the early ‘90s.

There’s something about having to sell, Terry, or your family having a
need that has a way of compelling you to figure things out pretty quickly.

So I became a very serious student of sales psychology. I began

immersing myself in books and cassette tapes by direct selling greats like
Tom Hopkins, J. Douglas Edwards, Mark Victor Hansen, Frank Betker,
and others who were just masters in the art of face to face persuasion.

Then around 1996 when voicemail hit critical mass, if anybody remembers
that far back, I started writing lead-generation letters. I would write letters
for myself and the other salespeople that I was managing that would go
out in the mail. A week or so later the phone would start ringing with new
leads. We’d go out in person and engage those new prospects in the
sales process.

That was really my first experience as a copywriter. At the time I didn’t

know that what I was doing was called “copywriting,” but over time I
became pretty good at getting the phone to ring.

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Then one day in 2003 my boss at the time came in and said that the
company was rolling out a major online initiative, complete with a fancy
new website. The plan was to tap into new markets that could be targeted
more easily online, and they thought they could double the number of
leads they were giving us in the sales force.

I said, “Great! What have you been waiting for?” My income was still
largely performance-based and I’d been pushing for this anyway.

They went and hired an advertising agency, a web design company,

information technology consultants, and God knows who else. About six
months later with great pomp and fanfare, the new website was ready to
go live and we all had great expectations that there was going to be a
whole new source of leads. We were going to be able to close and then
everybody was going to make a bunch of money.

I mean, this thing was beautiful, Terry; flash, videos, product demos,
hundreds of pages of content, incredible design values, and all the bells
and whistles. They lit some $30,000 of traffic under it that first month, and
we waited. And we waited. Eventually a tiny little trickle of leads started
to drip into us. It was about what we’d come to expect from a couple
hundred postcards dropped in the mail.

Terry, these clowns had burned through six months and close to a quarter
of a million bucks, and all we had to show for it in the sales pit was a tiny
handful of leads each week that we could have generated for the cost of
maybe $100 offline.

It was like taking a suitcase with a quarter of a million dollars in it, dumping
the money out in the parking lot, pouring gasoline all over it, and lighting a
match to it! We had the Sistine Chapel for a website. People were oohing
and aahing about what a marvel it was. Branding out the wazoo; but as a
lead-generator? Forget it! This thing was stillborn. Totally and utterly
ineffective!

I went on the internet and I started poking around and came across this
little ebook that basically showed you how to put up a rudimentary little
website and drive traffic to it using Google Adwords. I took one of the
postcards that I had been using to generate leads offline and I basically
threw that copy up on the web—ugly as sin!

But you know what? People started requesting our white papers, leaving
their contact information, calling us to come out and visit with them—just

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 the way they did when they got my postcards and lead-generation letters
offline.

As many as 10 leads a day were coming in, which was just incredible for
the small amount of money that I was personally paying to drive traffic to
that website. It was better than the corporate website that was getting
hundreds of times more traffic.

I showed my boss my ugly little skunkworks website and the results, and
he showed his boss. I figured, hey, this is going to be a major
breakthrough. They’re going to get a budget and we’re going to turn up
the traffic. This is going to be great!

It was really important to me, Terry because to a commission sales

manager and rep, more leads meant more money. You’ll never guess
what happened.

Terry: I bet you I can guess.

Daniel: Go ahead, guess!

Terry: My guess would be that they’d want to keep their fancy website and keep
going that direction even though it wasn’t working.

Daniel: You’re almost exactly right. They told me to shut it down. Here I’d spent
my own time and my own money to literally hand these guys the keys to
the kingdom—I mean the numbers were indisputable—we could have
easily doubled our production with the traffic that was out there in terms of
lead-generated, and at a fraction of the cost of direct mail. And they told
me to shut it down.

So I shut it down. I was ruined as an employee. I became unemployable

as a result of that.

In the process of building my little skunkworks, I’d been exposed to guys

like Perry Marshall and Yanik Silver and later on, yourself and others who
were getting rich online selling electrons, ebooks, mp3 recordings just like
this one, and so forth for as much as a hundred bucks a pop and more on
the front end, with essentially no fulfillment costs whatsoever. And then on
the backend, selling high ticket coaching and consulting services.

I was absolutely hooked on this idea. What my experience told me was

there were literally thousands, actually more likely millions, of small

8
business people out there without a clue about what they should be doing
to grow their businesses online, and a lot of other clueless people showing
them how to do it. Plenty of money was changing hands.

I started moonlighting. I started writing an ezine advising small business

people on the art and craft of direct response web marketing. Within a
couple of months, I had a couple of anchor copywriting clients and a few
hundred people reading my ezine each week.

A couple months later I took great pleasure in swaggering into my boss’

office and telling him that I was through. I was hanging up my monkey
suit—saying goodbye to the butt-kissing, buck stupid corporate world, and
going fulltime into business as a marketing consultant, copywriter, and
information marketer. That was back in November of 2004.

Since then, I’ve written hundreds of promotions, websites, emails, ads,

and press releases and like you, I’ve tested a wide variety of things online
to figure out what works and what doesn’t. Now I’m very glad to say that
I’m at the point where I can pretty much take any website and improve its
performance, sometimes dramatically!

That’s not to say that it’s been one triumph after another, Terry because it
hasn’t. I’ve tested literally hundreds of different things online; many of
them on my own dime and a good deal of them have flopped.

I’m like my ex-employer who plowed through a quarter of a million bucks—

probably closer to half a million, realistically, by the time all was said and
done—to find out what wasn’t working.

None of my experiments cost more than a few hundred bucks. Sort of like
Edison. I feel like Edison inventing the light bulb. Over the years I’ve
discovered quite a few ways not to make things happen when you put up
a web page and drive traffic to it.

But more importantly I’ve discovered a few things that do work

exceptionally well. I’ve distilled those winning principles into a very well-
defined process that now almost guarantees excellent results every time
out.

I’ve used them on my own websites and whenever someone hires me to

work on their web copy. I call this my “5R System” for finding and
plugging the profit holes in your online marketing and sky-rocketing your

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 sales in the process. That’s what I’d like to share with you in this
interview.

Terry: Your experience sounds quite a bit like what I’ve had online. You’ve done
a lot of different tests and you’ve found out what works and what doesn’t.
I think a lot of people get a misunderstanding about us, thinking everything
we’ve done has succeeded. I always tell them, “I’ve become successful
online by finding out everything that doesn’t work.” I did everything else at
first. Instead of failures, I have “tests.”

Daniel: It takes perseverance, too.

What is the 5R System

Terry: It does. I think that you having that sales background gives you a pretty
unique perspective in this market because most of the people in this
market really don’t have a strong sales background. Some people are
copywriters. Some have direct mail experience. But you have a lot of
sales experience. I think that’s really going to be unique in this
marketplace and really going to help people listen to that sales experience
sense you have.

Now you said specifically that you’ve developed the 5R system that you
can use to basically increase the profits of any website. Could you tell us
a little bit more about what the 5R system really is?

Daniel: Sure. Over the last 18 months or so, I’ve been using what I call this 5R
system to reduce the amount of time it takes to create online promotions
for my copywriting and marketing consulting clients. I’ve also shared it
with a number of students as well and they found that, not only does it
make writing copy for the websites quicker and easier, it has also had a
dramatic impact on the results.

I have one student who was already doing exceptionally well—pulling in

over $70,000 a month in sales—and when he applied just a few of the 5R
system principles to his online marketing, he was able to increase sales by
35%, adding over $20,000 a month in top line sales.

It’s great earning lots of money writing copy and using copy to make your
own business profitable, but it’s hearing these stories from clients and
from regular everyday people making it online—that’s what really turns me
on. I feel very fortunate to have been able to create a process that I
believe almost anyone can duplicate with a little perseverance.

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So, what’s 5R? It started out as a simple checklist that I would run
through when someone requested my copywriting and marketing
consulting services. Sort of a gap analysis, if you will, to determine their
needs. It gradually evolved into a highly developed workflow system from
proving my client’s online sales conversion and ability to grow their
businesses.

It’s very easy to become overwhelmed with the complexity that exists
online. There’s just so much techno-babble out there that it’s frightening.
Everywhere you turn there’s somebody trying to sell you some new piece
of software, technology, or professional service that, nine times out of ten,
won’t make all that much difference to your sales. It’s very, very important
not to get bogged down in all that stuff.

What online marketing success really boils down to in my experience is

something far more basic—effective communication. It’s simply a matter
of positioning the right person and communicating the right message to
the right audience at the right time in the right way. All the rest are mere
details that are easily and profitably outsourced, provided you know,
understand, and execute these five fundamentals.

Write this down folks if you’re listening to this, or follow along on the flow
chart that I hope we’re going to make available to you. Here they are:

 The right person

 The right message
 The right audience
 The right time
 The right way

Those are the 5R’s, and that’s what you need to keep firmly in mind when
you’re working on your web copy and trying to foster profitable online
customer relationships.

If your online marketing isn’t working as well as you’d hoped it’s because
you’re missing something in one or more of these five areas. When I write
copy or when I’m tasked with fixing copy or I’m crafting multi-step online
marketing campaigns, I work step-by-step to strengthen the promotion in
these five areas. Almost without fail it leads to great results.

I’m not talking about people raving about how cool your website looks. I’m
talking about a website that’s incredibly effective in getting people to take
specific actions that lead to hyper growth for your business.

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 Grow Your Business 7 Times Faster
Terry: The right person with the right message for the right audience at the right
time in the right way. I love keeping it simple folks. If somebody is not
making as much as they want to on the web, we’re going to find that
there’s a problem in one of these five areas.

So how can we use these five methods? How can we start using these
methods to communicate to the right person, communicating the right
message to the right audience at the right time and in the right way? How
can we use these five steps to grow our business faster?

Daniel: First of all, I made kind of a specific promise there. I said, “Seven times
faster.” I want to explain where that number comes from. It’s kind of the
level set for everybody listening to this.

According to the Internet Marketing Center’s 2006 survey, the average

website collects contact information from between 5% and 10% of visitors.
Of those, 1% to 2% becomes paying customers. Unless you’re selling
something pretty darned expensive, these figures are pretty dark,
depressing, and dismal.

You can do a whole lot better. If you do nothing else but increase your opt-
in rate four to seven times without tinkering with traffic or without
improving your sales conversion or follow-up, there’s a good chance
you’ve increased your sales and profits by a similar amount.

For all the math wizards out there what I’m saying is, there’s no reason at
all to expect that you shouldn’t be able to achieve opt-in rates in the 20%
to 70% range and even beyond, with the strategies that I give you. Once
you’ve done that, you can start ratcheting up your sales conversion,
sometimes by similar multiples.

When you’ve accomplished these increases it means you can afford to

pay much more for traffic than your competitors. When you do, you’re
going to suck traffic away from them, which means more traffic for you. It
also means you’re going to find it much easier to attract affiliates and joint
venture partners.

Growing your list seven times faster is actually very, very conservative
because it doesn’t take into account the fact that superior conversion
almost always translates into increased traffic. So in the long term, the

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 true multiplier could be many, many times greater than a seven-fold
increase. Are you with me on that, Terry?

Terry: I definitely am. The more we can increase our conversion, the easier it is
to generate traffic. What I found in markets is, whoever has the best
conversion in the market, eventually all the traffic starts going to them as
all the affiliates find out about it and more joint venture partner incentives.
So whoever has the best conversion wins.

Daniel: It’s the same with pay-per-click because that person can afford to bid
more.

The key to achieving these kinds of wonderful results is really effective

communication. It’s positioning yourself as the right person
communicating the right message to the right audience at the right time in
the right way.

So let’s break this down step-by-step.

1. The first thing to consider is your audience.

If you happen to have that flow chart there in front of you, I want you to
start with the box in the middle. We’re going to start there and work our
way backwards.

All successful marketing begins with the audience, so that’s where you
start. I know everybody says this, but what they don’t give you is a
framework for actually doing it. What I mean by that is a process for
gathering customer intelligence, interpreting it, and cycling it back into
your sales copy.

I can tell you that one of the things my ex-employer and so many other
online marketers neglected to do is to systematically research their target.
They do what I call “guess marketing” with their advertising dollars.

They come up with some ingenious-sounding sales message that came

from somewhere inside their own skull, and then they proceed to spend
tens of thousands of dollars to figure out that it doesn’t work. Or they do
monkey marketing—simply aping what the competitors are doing.

But the real money is in the research. The more educated you can
become about the prospects who comprise your right audience, the more
success you’re going to have selling to them online. It’s really that simple.

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That’s what this first step is all about—looking at your traffic sources to
determine, who am I really communicating with here?

Two important things to understand:

 First, are these people really the right audience for the product
you’re selling?

Listen, if you’re fishing in the wrong pond, it wouldn’t matter if Gary Halbert
himself were to come back from the dead and wrote your sales copy for
you. It wouldn’t matter.

It sounds silly I know, but I see people fishing in the wrong pond all the
time, spending all kinds of time, money, and effort putting their sales
message in front of people who are never going to buy in sufficient
numbers to create a profitable result, no matter what.

 Second, if you’re convinced you’re in the right pond, just dropping

in any old bait isn’t going to do it for you either. You’re going to
have to involve yourself in a level of research and skull sweat that
most people are just too lazy to do.

All successful marketing is relationship building and the most important

thing in any relationship is empathy. We literally can’t help but fall in love
with someone who takes the time to understand us, who demonstrates
that understanding through their empathy for us.

This first step in the process is all about gaining insight into your audience
so that you can demonstrate extraordinary empathy for them in your copy.

Over the years, I’ve developed a model for quickly gaining that insight. It
involves seeking answers to 17 psychological questions that form the
bedrock of buying behavior. This is must-have information about any
target audience. Once you have answers to these 17 crucial questions,
everything else just seems to naturally fall into place a whole lot easier.

Without this knowledge, I can literally guarantee your campaigns are not
nearly as profitable as they could be.

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 What Kinds of Questions Should Your Research Answer
Terry: Our goal is to really understand our customers—to really get to know them
to the point where we can have that real deep intimacy and connection
with them. So what kind of questions do we really need to get answered?

Daniel: It really starts out with some very simple, obvious, yet frequently
overlooked stuff. Like, what questions does this audience have about
products like mine? That’s the simplest question in the world, right?

Terry: That was simple.

Daniel: Yeah, but if you’re not personally and actively involved with your right
audience, I can guarantee you don’t know what those questions are. This
happens a lot online. If you don’t have the kind of regular flesh and blood
interaction that you would have with these potential prospects, then you
need an alternative, a practical method for getting in touch with their true
concerns.

The same goes for questions like, what are their top three immediate
goals that my product can help them achieve? What objections might they
have to purchasing a product like mine? What other options do they
have?

Amazing as it sounds, there are so many people that do not think these
things through adequately. My question to you as an online marketer is
this: Do you really know the answers to these questions? Or are you to
one degree or another playing guess-marketing?

Now, Terry obviously we don’t have time to run through an entire list of 17
questions, but what I can tell you is these questions are specifically
designed to narrow in on the real psychic juice that motivates people to
buy or not buy. They tap into the entire gambit of motivations that exist
within your target market. And they are one of the fastest ways of
discovering which appeals and emotional hot buttons are likely to resonate
with that market.

Terry: Do you go through all of these questions every time you do a promotion?

Daniel: Every single time.

Terry: Once we have these questions—you already gave us several that we can
all get started with—anyone listening to this, go back and listen to it again

15
 and make sure you write down all of the questions—you can actually
answer them for every prospect and every promotion that you do.

How would we go about first going out and finding the answers to these
questions?

Daniel: A lot of my research takes place on blogs and forums. I look for relevant
threads and I read everything. I’m looking for three things:

 Pain points—someone expressing their frustration about the kind of

product I’ve been called upon to sell or a problem that product
solves.
 Secondly, what I call “aspirational statements.” When someone
says, “Damn, if I only had this or that capability, then I could do, I
could be, or I could have this.”
 Thirdly, just plain old questions. Someone simply asking a question
that’s relevant to the product or service category that I’m dealing
with.

I’ll record these things in a spreadsheet with three columns entitled: Goals,
Problems, and Questions. I actually copy and paste them into the
spreadsheet so I can capture the language and the phraseology of the
target market.

When I’ve collected a significant amount of entries in each one of these

columns, I then go through the entries and I’ll try to categorize them. This
person said this, and that person said that, but they’re both kind of saying
the same thing.

I take all the pain points, questions, and aspirational statements, and in a
second spreadsheet I slot them in a handful of categories so I can quantify
how prevalent a particular problem, aspiration, or question really is.

When I’ve done that, I go back and I highlight what I call “quality
sentiment.” What’s quality sentiment? That’s where an entry contains
passion. Where somebody is using emotionally-charged language or
somebody’s demonstrating an obviously intense interest in the subject
matter. Or somebody who, by the way they’ve written appears to be an
especially good target for the product I’m selling for some other reason.

By the time I’m done listing, categorizing, and quantifying I can literally see
what the main appeals are likely to be for that market. I can see what the
dominant emotions and beliefs of the target market are. I can see where

16
 they are in terms of their awareness and their sophistication. I can see
what their objections are likely to be.

I then pull out my message-to-market-match worksheet which is part of

the 5R system and I start inferring answers to the 17 key questions that
form the basis for my research. You were probably thinking I was going to
go and ask these 17 questions. No, I don’t do that. I infer the answers
from the three basic categories.

Popular culture is another gold mine of insight. After having worked

through the blogs and discussion forums, I’ll usually have a list of books,
magazines, TV shows, movies, and so forth that I’ll want to check out.

If I’ve got some working copy up on the web and some traffic, I’ll also do
surveys. I like to use entry surveys on opt-in pages. I can phrase a single
question survey that doesn’t hurt conversion, or just hurts it very
minimally. And I take those answers, categorize, and quantify them the
same way I do with blog and discussion forum comments.

I also use exit pop-ups on sales pages that ask the question, “Hey, why
didn’t you buy?” just to flush out additional objections right at the point of
sale where people are actively involved with the sales copy.

If we’ve got a list of buyers, I want to go out to them as well with a short
survey.

Terry: I can just imagine you doing some of your research. “Honey, what are you
doing?”

“Oh, I’m working.”

“It looks like you’re watching TV or a movie.”

“Oh no, I’m working.”

Daniel: While I’m watching American Idol or Survivor or something!

Crafting the Right Message

Terry: But you’re doing your research in the popular culture so you can sell to the
right market and have a real empathy with the market because you know
the market.

17
 Moving on to, what do you do with all this information? You collect a lot of
information. All this research you’re talking about, this is going to end up
being a ton of information! What do you do with it all?

Daniel: I’ll move on to Step #2 of the process, which is:

2. The right message.

Once I know I’ve identified that right audience and I’m convinced I’m really
starting to get to know what makes them tick, I begin roughing out what
I’m going to say to them to get them to take the action I want them to take.

The right message always begins with a simple, easily understood, ultra-
compelling promise. It goes on to prove that your product, service, or
business can deliver on that promise, and ends with a singular, clearly
defined, easily measureable call to action. Roughly in that order.

Then, of course, there are secondary promises, secondary proofs, and

secondary calls to action that you’re going to want to interweave
throughout your campaign. Every effective salesman has those three
elements and has that structure.

There’s more to it than that, of course, but realize that by simply

processing your research in this way, transforming it into relevant promise,
proof, and call to action, you’ll be able to grow your customers and
prospects faster than most of your competition. Most people selling online
just don’t get this. They don’t know it and they don’t do it.

My sign-up pages convert at between 30% and 40% with cold traffic, and
between 55% and 85% with warm traffic. That’s more than seven times
better than industry average.

I’m going to assume that most people listening to this have their own
websites. Is that a fair assumption, Terry?

Terry: That would be a fair assumption, probably for most. However, there will
be some listening who might not have their websites up yet.

Daniel: Let’s look at this then in the context of taking pages that already exist and
optimizing them. This system will work either way, whether you’re starting
from scratch or not. We’ll take the majority and talk in that context.

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Here in the second step you’re simply matching up promises, proofs, and
calls to action as accurately as you can with what your target audience
has told you it needs to hear to take the action you desire.

If you record a goal that you’ve taken out of the market through your
research, and then you can promise to satisfy that goal, provided your
product can do that. At this stage, you’re not worried about how things are
worded or the flow or the order of resulting copy very much. You’re just
getting these ideas down on the page.

Here’s how the process works. You take out your Message to Market
Match Worksheet, which is a 5R system document with all of the answers
to the 17 key questions you’ve uncovered in Step #1, and you start
working them into the copy.

For example, what questions does this audience have about my offer?
Online it’s critical that you anticipate and answer all the questions your
prospects have about your product, preferably just before they’re likely to
arise as they’re reading your webpage. Neglecting to answer a commonly
asked question or answering it too late in the copy can absolutely kill your
sales. Few people are going to bother to contact you and ask.

In this second step you’re checking your copy to see if you’re answering
all the commonly asked questions you’ve uncovered in Step #1 of the 5R
process. You just read the copy and when you feel a question coming up
just address it right then and there. At this stage you’re just roughing the
answer in. Edit it later.

Another example—what are the target audience’s top three immediate

goals that my offer can help them achieve? People don’t buy things.
They buy outcomes, results.

Let’s say you’re selling a car with traction control and “next generation”
ABS brakes. Who cares? ABS brakes and traction control? Those are
things! Nobody cares about things. What they care about is avoiding a
potentially fatal collision. You have to sell outcomes, not features.

You have to know what outcomes are most important to the audience
you’re targeting. Your headline and your opening copy have got to
promise both physical results and emotional results.

Hidden within your research—the questions, the discussion of problems,

and the goals—lie clues. Clues to higher order desires that have to do

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 with some kind of an emotional payoff that your prospects desperately
want, whether that’s a sense of importance, belonging, attractiveness,
power, prestige, peace of mind, or whatever it might be.

Next generation ABS brakes and traction control mean Dad doesn’t have
to worry when Mom takes the kids to hockey practice and the roads are a
little slick. He’s comfortable knowing his family is protected in the safest
vehicle available. His mind is at ease. Now that’s an emotional payoff.

In the vast majority of cases, research is going to point you to insights that
can dramatically tighten the alignment between what you’re saying in your
sales copy and what your target audience needs to hear. You don’t need
to be a copywriting Einstein to hit these emotional hot buttons. What you
say in your copy is easily as important as how you say it.

In the 5R system I show you exactly what to do with all this data. I don’t
want you to be intimidated by that at all. You’re collecting data because
you want to insure that you’re leveraging it properly and communicating
the right message to your right audience.

Choose the Right Ultra Compelling Promise

Terry: I’m going to have a lot of information written down about my market. I’m
going to know a lot of the different hot buttons. I’m going to know what
they really need to hear. But when we’re doing copy like in the headline
and the opening, we only really can focus on one or, at most a few of the
major hot buttons. How do we make sure we really hit on the right
overriding promise?

Daniel: That’s one of the reasons that you look at quality sentiment and
quantifying. You’re counting the goals. You’re counting the problems. So
you have that, and you also have your quality sentiments. You’re
highlighting things that are passionate, where there’s emotion involved
that allows you to isolate the main appeal.

To be sure, it really comes from scientific statistically valid testing. What

people say is very, very useful and can help you anticipate what they
might do. But what they actually do is, as you know, the only thing that
really matters.

That’s why a lot of copywriting teachers and online gurus talk about the
importance of testing and tracking. But what they don’t generally give you

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 is a practical model for quickly and easily pulling intel inside of the market
as raw material for creating tests with a high probability of success.

It could take literally months or years to stumble upon the right test. I tell
you, most people don’t test nearly long enough. You need a system for
collecting, interpreting, and applying ongoing intelligence about your
market so you can shortcut your path to the right test and find those hot
appeals, those number one appeals that are going to resonate with your
market.

That’s what I give you in Steps #1 and #2 of my 5R system.

Terry: So basically we’re going to take all the information and research that
we’ve gathered and we might create a couple or several different appeals
that we end up testing because we’re not 100% confident that this is the
perfect appeal.

Daniel: No, no, of course not. We’re also going to continue the research once the
webpage is up and running. When you have that entry survey, you’re
collecting data even closer to the point of impact. You cycle that back in
as well with additional tests.

Terry: While we’re actually dealing with writing the headlines, are there any
specific formulas that you come back to again and again?

Daniel: I prefer short headlines supported by preheads, subheads, and

fascinations. Some people call them “curiosity bullets.” What you need to
understand is that your headline’s only purpose in life is to grab people’s
attention and force them to read the next sentence. When you use these
long 20- and 30-word headlines, you give people a choice as to whether
they’ll read them or not.

I don’t want that. I want my headline to fit in a single fixation of the eye so
it’s impossible to look at and not read. If I can create a headline that’s five
words or less, I’m absolutely ecstatic.

I’ll give you an example of this. I wrote a financial promotion a while back
with the headline: “The Ultimate Betrayal” in a huge red font. Three
words. Those words came right out of a blog comment, incidentally. In
fact, the whole theme for the promotion was lifted right out of a lively
thread that I came across.

Note that there’s no benefit, no specificity, no claim, no promise—nothing

in the headline. It simply says “The Ultimate Betrayal.” It’s just designed

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 to stop the prospect in his tracks and make him read some more words on
that page.

On top of the headline in a smaller font were the words: “Washington

parasites are quietly conspiring to rob you of your lifesavings in the
ultimate betrayal.” Then underneath the subhead it read: “Here’s how to
turn the tables on them with investments poised to soar by 641%, 926%,
as much as 2,016% as their elaborate ponzi scheme comes undone.”
Under that I had some fascination bullets.

Obviously those aren’t the exact percentage gains that I used, but they
were just fantastic numbers, and they would have come right from the
editor’s track record. But you get the idea.

You talk about news headlines or what we call advertorial versus straight
benefit headlines. This is obviously an advertorial headline.

Terry: It obviously is. The main headline: “The Ultimate Betrayal” doesn’t have
any benefit in it, but it sure does add a lot of curiosity.

Daniel: Curiosity and emotion. Betrayal implies emotion. Anger was the
dominant emotion in the headline and in the piece, actually. This
promotion was advertorial in nature, but don’t take that to mean that there
shouldn’t be a big promise above the fold. Without a big above-the-fold
promise, your headline and your promotion will probably fail.

The advertorial strategy, where your headline is designed to look like

news is a means of grabbing attention and interest when your target
audience is advertising-averse. When they’re burned out by competing
claims then it can grab attention, and then it promises information that will
allow your prospect to move toward pleasure or away from pain.

This particular headline when combined with the supporting copy does
both, and on several different levels. The message it communicates
sounds very sensational, but it came straight out of the fingertips of the
target market. I embellished it and dramatized it, but this came right out of
the research, and as a result the promotion did very, very well.

Terry: I can see that the big promise is actually appearing in the post-headline—
the second part—not in “The Ultimate Betrayal” but in those large gains
that were promised in the post-headline. So you still have the promise
there.

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Daniel: Yeah, it’s actually moving toward pleasure but it’s also moving away from
pain.

Importance of the Right Spokesperson

Terry: What do you mean when you talk about it being the right person?

Daniel: Step #3 for ratcheting up your response and growing your customer and
prospect list four to seven times faster online is:

3. Insuring you have the right spokesperson on your website doing the
communicating.

I used to take it for granted that everybody knew the importance of having
a spokesperson, but I no longer make that assumption.

As you know Terry, the internet is a very impersonal medium. It’s one of
its primary business advantages actually. Machines automate a good
deal of interaction required to service customers and sell them products
and services. People come to your website and they fill out forms, they
get information, and they even buy things. And then all you do is pull a few
levers and tweak a few dials now and then in the background and you can
be completely invisible as a seller.

But what our tests prove over and over again is that people respond so
much more favorably and they buy so much more frequently when they
feel as though they’re interacting at some level with a real human being.
And I’m not talking about online chat or Voice over IP or any of that real-
time stuff. All that’s fine, but it kind of defeats the leverage of the internet.

I’m talking about a purely one-way web experience here where people are
perfectly happy to suspend their disbelief and enter into a mental dialogue
with a spokesperson. What we’ve discovered is that by its very nature,
the internet demands this. It demands that you project as much
personality into your message as possible.

How do you do that? Here are a few quick tips. Audio-visual

presentations are obviously one way. Your natural personality is going to
shine through one way or the other.

There is a whole lot you can do with static web pages as well. Our tests
point to the latter as being largely overlooked, yet powerfully effective

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 methods for injecting the human element into a static web page. We love
static web pages because they’re so easy to create.

1. First, have a spokesperson prominently pictured above or as close

to the fold as possible, smiling, making square eye contact with
your prospects as they arrive at your website, positioned to the left
of and directly adjacent to the headline or opening body copy, if
possible, shoulders profiling to the right and captioned
appropriately. If for some reason you need to go to the right, you
want to have your spokesperson profiling to the left. In other
words, leaning into the copy either way.

2. Second, you want to use conversational language. The words that

appear on your website should read very much like a personal
conversation might sound between your spokesperson and your
website visitor.

3. Third, use specific slang and jargon. There’s nothing wrong with
jargon, provided your target audience is used to those kinds of
words and phrases, they use them in everyday conversation.
You’re going to pick them up, you’re going to uncover them in
Step1 of the 5R processes if you’re not already one of the target
market.

4. Fourth, in most cases you want to put your signature at the bottom
of the page. All of these personalization cues are important, and
every significant sales message, I believe, should have a
spokesperson. The personal touch is incredibly important. You
build rapport by being real, by demonstrating your empathy by
getting your prospects to like you.

Terry: You said that the photo needs to be captioned appropriately. What do you
mean by that?

Daniel: Captioning appropriately goes back to my formula. That is: promise,

proof, and call to action. Those are the things you want to put into your
caption. You want to put a promise, and get some proof in there if you
can, and you want to put a call to action. A secondary call to action could
be something like: “To learn the rest of the story, read on….” That’s a call
to action.

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 You want to get people in the habit of doing what you tell them to do. The
more of those very innocent little calls to action that you put in your copy,
you’re setting up what’s called a “yes-set”—commitment and
consistencies. Tiny little things like that, little commands you put in your
copy. That’s what I would put under the caption: a promise, some proof if
you can get it under there, and a call to action.

How to Choose the Right Spokesperson

Terry: How do you choose the right spokesperson and how does your choice
really relate to building rapport with your audience?

Daniel: I’m so glad you asked that question Terry. Often online marketing folks
forget completely that people respond to people much more readily than
they do to faceless, formless, corporate entities.

It also rarely occurs to them that the right spokesperson to deliver their
sales message may not be them or even somebody within their company.

In a perfect world, your spokesperson is someone with whom your target

audience already identifies because that’s where rapport and likeability
come from. We like people who are like us. We feel comfortable with a
person with whom we feel we have things in common. That’s one of the
prerequisites for the right person.

Your target audience also needs to be able to accept this person as an

authority figure. There are actually three cornerstones:

 Likeability

 Authority

 Perceived trustworthiness

Obviously if you can find someone who already fits these descriptions,
perhaps better than you do, then your job as a copywriter becomes
substantially easier. Your copy simply needs to remain consistent with
those already known positive associations.

You really need to think carefully about this. Who is that right person? It
could be a celebrity. It could be a sports personality. It could be a
customer. It could be an authority figure from within your industry.

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You would probably be surprised how easily and inexpensively you can
buy the right to use a celebrity’s image and voice in your sales copy.
You’ve probably seen this done before. The same exact copy coming
from two different sets of lips—the very same words—can yield widely
different results.

Putting your sales message in the mouth of someone who’s already

known, already liked, respected, and trusted by your target audience
means you’re shortcutting a good deal of the sales process. You’re
stacking the odds in your favor.

But regardless of whether your spokesperson is known or unknown, there

are ways that you can increase the appeal of that person. Social
scientists have identified something called the “halo effect.”

If our first impression is positively affected by some trait that we observe in

another person, we tend to turn our critical discrimination off to a large
extent. We automatically assume that every other trait that person has is
going to be similarly positive.

Of all personal traits, physical attractiveness contributes most to the halo

effect. We see someone who is physically attractive and we automatically
assume that person is more likeable, trustworthy, honest, intelligent,
competent, etc. than somebody who is less attractive.

That’s really silly but it’s true. A big part of physical attractiveness comes
from the expression on a person’s face. A person of average looks who
smiles warmly and whose eyes sparkle with friendliness is going to be
perceived as being more attractive than someone with perfect features, a
faultless complexion, and a glum look on their face.

I first proved the incredible power of this principle for myself in the early
‘90s. At the time I was selling foam systems. In order to do so, the first
step was you needed to book appointments with decision makers at the
businesses that you wanted to sell to.

A big part of the game was getting by the receptionist or the secretary who
had been instructed to protect the decision maker from the “barbarous
hordes” of salespeople who were out there.

Using an identical script, Terry, I would approach the gatekeeper one day
in a normal manner, then the next day with a hyper-effervescent smile and

26
sparkling eyes. The difference in results was absolutely stunning! With a
1,000-watt smile and all charm that I could muster, I booked at least four
times as many appointments over and over and over again.

Even more amazing, it worked just as well over the telephone. And sure
enough, I discovered that the web is no different. Simply by increasing the
likeability of your spokesperson, you can often increase the response to
your web pages.

One way to do this is to make sure that you, your spokesperson, or

whoever that person is, is pictured with the most positive, natural, facial
expression. This may sound trivial, but it isn’t.

Even the direction of the eyes—the eyes need to make square eye
contact. You need to be smiling. You need to be positive. The same
holds true for the way your spokesperson is dressed and the setting in
which you display your spokesperson.

The website is your spokesperson’s virtual home and its aesthetics

contribute to your audience’s perception of that person.

In this particular step in the 5R system, before you get into the copy, take
a look at your page and evaluate the images of that spokesperson.
Pretend you don’t know this person from Adam and ask yourself, “Do I like
this person?” I know that’s kind of an unusual question, but I can assure
you that, right or wrong, just like your prospects, you do make snap
unconscious judgments based on a person’s appearance.

The question is could this person have been photographed better? Could
they have had a more pleasing expression on their face? Could they have
been dressed in a way that makes them look more authoritative or in a
way that would allow your prospects to identify with them more easily?

What kind of props could have been used to show your spokesperson
enjoying the dreams your prospects aspire to?

Let’s say in step one of the 5R process you’ve identified a carefree

retirement with enough money to finally begin enjoying the finer things in
life—the arts, theater, or life’s little luxuries. Whatever your market tells
you, whatever it might be; why not show your spokesperson enjoying
those things?

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 The pictures that you put on your website, Terry, with your dog, Rocky,
and with the Rocky Mountains in the background—these are excellent
examples of this.

Terry: As an example there, I tested pictures of me in a suit which totally didn’t fit
talking about the internet lifestyle. A picture of me and the dog on
vacation fits the lifestyle and works much, much better on the site.

So you can compare—the suit would be more authoritative, but the picture
with me being more relaxed with the dog in the mountains identifies more
with the promise…

Daniel: …with the aspiration of the market—absolutely.

People want to believe the proof that you put in front of them. But no
matter how cut and dried the proof might appear, they also need to give
themselves permission to believe. That permission comes from their
attachment to you or your spokesperson.

At a high level you should now be able to see how this strategy allows you
to position the right person communicating the right message to the right
audience. Can you see that, Terry?

Right Timing

Terry: I definitely can. We’ve covered those three steps. What’s the next step?

Daniel: Step four of the 5R process is:

 Timing

This one is probably one of the least understood. You’ve identified your
right audience, you’ve cataloged all the essential elements required to
deliver the right message to that right audience, and you’ve positioned the
person delivering the message in the most positive and authoritative light.
Now it’s time to consider sequence.

In what order will you or your spokesperson deliver the various elements
of your sales message that you’ve assembled?

Ultimately what you’re trying to do in any theater of persuasion is to create

what I call “a bridge of belief.” All the copy that you write, all the promises
that you make, all the proof statements, all of the questions you answer

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 and the objections you handle—all of it has to be put together with one
overriding purpose.

That purpose is to take your prospect from what he believes at the exact
moment that collides with your marketing to what he must believe in order
to take the action you need him to take.

This is the right of passage that you’ve got to guide your prospect through
if your campaign is going to be a success. You do this by creating a linear
stream of acceptances.

At each step in your campaign, at each click from one piece of media to
another, your prospect should be nodding his head in agreement, seeing
his existing beliefs affirmed and gently extended one delicate step at a
time until the bridge is crossed and the gap is closed.

Terry: You use the term “a linear stream of acceptances.” Could you give me an
example?

Daniel: Sure. A stream of acceptances would be like having a picture of promise.

Let’s say that maybe you’re selling a diet product, so you have a woman in
a bathing suit walking on the beach. Underneath that in your caption you
would say “Promise: Thousands of women like Sandy here are feeling
sexy again and never thought they would.”

You’re implying social proof there, right? You have a promise that
thousands of women are feeling this way as social proof. Then you might
say, “Read on to discover Sandy’s story of transformation.”

If they read on, that is an acceptance. You meet them at their point of
belief and you engineer a point of acceptance. With each acceptance
they become more committed to buying.

It’s the same thing when they read. It’s like a train, a locomotive. It’s
difficult to get people to start reading, but if they read the headline and
they start reading the first paragraph, they’re more likely to read the
second paragraph. Then if they read the first page, they’re more likely to
read the second page. It’s what’s known as commitment and consistency.

Terry: Have you ever had any point in time where you’ve tested and found that it
was better to tone down a promise at the beginning of the copy because
people aren’t ready to receive it yet?

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Daniel: Yeah. Actually, recently I did have just that situation when using the 5R
model. I discovered a sequence error in a headline of one of my sales
pages. The headline read something like this: “Save $250 and claim $450
in free bonus gifts.”

When I removed the benefit—save $250—from the headline and put it

much later in the sales copy, my sales shot up by about 20% if I
remember correctly.

Now you might wonder why that is. We don’t know for sure but my guess
is that some people who read that headline immediately made up their
minds that they weren’t going to buy anything. They saw “Save $250” in
the headline and figured there was no point in reading this page. How can
I save $250 if I’m not going to buy anything?

So by removing “Save $250” from the headline, perhaps more people read
the copy, more people had a chance to get excited about the product, and
a good portion of these additional readers ended up buying, even though
they had no intention of doing so a few minutes before.

That’s an example of sequencing and rearranging the way you say things.

Step four of the 5R process is all about examining your campaign from top
to bottom and asking yourself, “Am I saying this in the right order?” What I
have you do in the 5R system is to create a flowchart of your sales
process. What you’re really doing here is you’re looking for things to test.

For example, in a very simple scenario, you might have three squares in
your flowchart—they could be a banner ad, a sales page, and a shopping
cart page. Under each box you’re going to define your objective for that
particular page.

A huge problem is that people don’t think through the objective. That’s
why I like to work through this process.

Under your banner ad, you might have a square where you would write
your objective. You might say, “Seize attention and arouse curiosity on
external websites in order to divert eyeballs to my landing page in a way
that supports that landing page’s mission.” Write out your objective before
you start.

Under your sales page square on your flowchart you might write:

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  Seize attention.
 Present central selling idea.
 Establish liking and authority.
 Stimulate reciprocity.
 Demonstrate social proof.
 Make offer.
 Reverse risk.
 Create scarcity and urgency.
 Obtain committed clicks to the page where I’m going to take the
prospect’s order.

Make it like a checklist so you know where you’re going. That, by the way,
might be a pretty long page. Right, Terry?

Terry: Yeah. It might end up pretty long.

Daniel: If that’s what it takes, then so be it.

Then under your order page you might write your objective there. You
might say, “I’m going to summarize my offer and restate my guarantee.
I’m going to reinforce social proof, maybe put a couple of testimonials
there, and I’m going to close the deal with my final call to action.”

Let me point out that this is just one of many, many different ways that I
just described here—banner ad, sales page, and shopping cart.

One way to go from touch-point to sale is you could buy a much larger
banner ad, or you could say enough to drive committed prospects directly
to your order page. You could put the bulk of your sales message on your
order page. You could eliminate that sales page step from the equation
altogether.

You could put what’s known as a squeeze page between your banner ad
and your sales page in order to collect your prospects’ contact information
before they even see the bulk of your sales message. There are plenty of
ways to skin the cat, so to speak.

The reason for mapping your process out in a sequence like this and
carefully define each page’s role is that you always want to try and put the
message your prospect needs to hear in front of him or her and nothing
more.

You should really write this down.

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 What doesn’t add to the sale detracts from the sale.

Generally speaking, the less steps the better. Every step should have a
sound reason for being.

Look at each box in your flowchart. I know people like to use mind
mapping software these days. That’s perfectly fine; probably even better.
You ask yourself whether a particular box is absolutely necessary.

 What is the box doing there?

 Are there opportunities to restructure things?

 Are there facts, arguments, features, or benefits that are more

believable or more seductive when placed somewhere else in the
campaign?

 Am I meeting my audience at its point of belief?

 Can I eliminate any redundant steps in my sales process?

 Am I stimulating curiosity and arousing self-interest about what lies

on the other side of each click?

 At which point in the sales cycle should I move from advertorial-

style copy to straight benefit selling?

 And so on…

All of these questions are sequence questions.

How to Choose the Right Sequence for the Order Flow

Terry: On the sequencing, do you have any quick guidelines you can give us
concerning where we’d want to start? You mentioned we could go from
the ad to a squeeze page to a sales page to a shopping cart.

We could also go straight to a sales page then to a shopping cart. Or we

could just go directly to a shopping cart at times. Do you have any quick
tips that you can give our listeners on how they might choose what option
to start with, or are they just going to find out by testing?

Daniel: You’re going to find a lot of this somewhat intuitive. When you’re
researching, you’re looking to find out what these people know about this

32
 thing that you’re selling. What’s their level of awareness? Do they know
that they want it?

If they don’t know that they want it, you may want to move to a more
educational style of teaching where you would start with the opt-in. If they
know that they want this thing, and they know why they want it, then you
might want to go straight to a sales page.

The cost of the item also has something to do with it. It’s a very broad
question, but as you work through the research process you kind of get a
feeling for it.

If you’re going straight from a banner ad to a shopping cart, obviously

you’re not selling something expensive. You’re probably selling
something of low cost because there is only so much copy that you can
get on a banner ad, no matter what.

Terry: I’ll just emphasize here that you’re specifically using the example of a
banner ad, but this would work with any type of advertisement.

Just sitting here listening to you, I’m thinking about all these pay-per-click
ads I’m running and how we could apply some different tests in those
areas on how we’re doing our system because I use pay-per-click a lot
more than banners.

But this would apply to any source of traffic whether you’re generating it
from free articles or whether you’re generating it from pay-per-click or
whether you’re generating it from affiliates—these would apply to all the
different methods.

Daniel: Absolutely, and more! It applies to any type of media. It could even apply
to a teleseminar.

I find that with a teleseminar, very often it’s best to go directly to a

shopping cart after the teleseminar. The teleseminar is designed to make
a sale rather than going to a sales page. The reason of that is, a lot of the
points tend to be redundant.

Then again, sequence comes into play. If it’s two weeks down the road,
then obviously the sales page comes back into play again because people
have forgotten what they were told on the teleseminar. So it applies to
any type of media.

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Terry: We’ve covered four of the five sets so far, so why don’t you take us home
and give us the fifth step.

Daniel: We’ve covered a lot of ground here, Terry.

You’ve thoroughly profiled your audience to weed out poorly-targeted

traffic and to better understand your right audience. You’ve addressed the
key questions, problems, and goals that are most important to that target
audience. You’ve shown them how to seize their dreams and vanquish
their fears with the promise of your product.

You’ve identified your ideal spokesperson. You’ve built a strong bond

between that person and your ideal prospect, which has the effect of
making your promises more believable and your proofs more likely to be
embraced.

You’ve carefully sequenced it all in such a way as to prepare your

prospect to accept each one of these elements as they’re encountered
with a minimum of critical thought or resistance. You’ve put a great deal
of consideration into what your spokesperson is going to say right from
touch-point to sale.

In this final step, you’re going to edit your copy with a focus on how he or
she is going to say it. You’re going to shine and polish the copy so it’s as
persuasive as it can possibly be.

Right Way – Sales Copy Formulas

Terry: For example, a lot of people talk about an AIDA formula which is Attention,
Interest, Desire, and Action.

I’ve also heard other copywriters talk about Problem-Agitate-Solve as a

model. Do you have any models that you regularly follow?

Daniel: Yeah, I do. Both of those models are good. I’ve used those models. If
you don’t first get the reader’s attention and then sustain that attention by
building desire so you can give it an outlet, you’re not going to sell very
much. Of course, if you’re not addressing a problem and solving it, you’re
not going to make a sale.

I tend to think intuitively along those lines when I’m assembling promise,
proof, and call to action—the elements that are going to comprise my
concept of right message.

34
Probably the biggest model, if you want to call it that, which I try to use as
much as possible, is story. I try my best to communicate promise and
proof and even the lead up to call to action through story. I’ll tell you why.

Facts, figures, and features described in the here and now go in one ear
and out the other generally. However, when they’re wrapped in the past
and future tense of an emotionally evocative story, they become moving
and memorable.

We discriminate as adults based on our primary experiences which are

the stories of our childhood. All you need to say to somebody is, “Let me
tell you a story…” and immediately their eyes open up wide like saucers
and you have their attention. We’re all conditioned to respond that way.

There are several powerful story forms that I discuss at length in my 5R

system, but I’ll give you the most versatile one right now.

Most of my promotions are actually built around something called the

hero’s journey. Here’s the definition of the hero’s journey from Joseph
Campbell:

“A hero ventures forth from the world of common day into a region
of supernatural wonder. Fabulous forces are there encountered,
and a decisive victory is won. The hero comes back from this
mysterious adventure with the power to bestow boons on his fellow
man.”

If you look at most things in life they kind of fit that pattern. The
development of most products and services is no exception. Somebody
wants something and is having trouble getting it. They persevere and
after much suffering they stumble upon what looks like a magic pill,
perhaps with the help of a wizard-like character.

Finally they obtain the object of their desire, they get what they want, and
they decide to share the benefits of their discovery with their fellow man.
A product is born.

Story is, in my opinion, the most powerful way to captivate your reader’s
interest and communicate the benefit of your product. A well-told story
can literally transport your prospects out of their skin and into a sort of
reverie—a dreamlike state—to become almost disassociated with time
and space as they imagine themselves living the promise of your product.

35
If you’ve ever sold face-to-face, perhaps you’ve seen this when your
prospect’s eyes kind of glaze over and they’ve got this far away look on
their face. We all have that when we buy. That’s a buying signal.

At that point we’re very suggestible and it’s time to close the sale if you’re
the salesperson and you see that. Effective selling stories have that
remarkable, almost hypnotic effect. They make everything you say more
captivating and easier to understand. They don’t even have to be long
and involved stories.

You don’t have to be a Hemingway or a Stephen King. Just sprinkling

little emotionally evocative anecdotes from your overall product story
strategically throughout your copy is really all that you need to create this
effect.

The idea is to transport your prospect forward or backward in time,

transported in space, creating mental imagery that communicates your
value proposition.

Let’s say you’re selling a diet product. One of the features might be that it
contains the active ingredient of the Hoodia plant.

Your prospect doesn’t give a hoot about Hoodia until you explain its
advantages. It only becomes meaningful when you tell her it’s the reason
why your product might be able to help her lose as much as 25 pounds in
the next 30 days without starvation, diets, drugs, or surgery.

Now that’s all well and good, but you have to take it a step further. You
have to translate those advantages into benefits—emotional outcomes.
How will it make her feel when the weight comes off? It depends on who
she is, right? The answer lies in your research.

There are many different pictures of promise and they all come from your
research. Let’s say for the sake of an illustration, your research tells you
that your audience wants to feel more energetic. They want to be
healthier. They want to be more attractive to the opposite sex.

How do you communicate these things with crystal clarity in a way that’s
captivating, in a way that inflames your prospect with white-hot desire
practically gluing her eyeballs to the computer screen? You weave those
benefits into the fabric of an emotional story. You take your prospect
forward or backward in time.

36
Imagine yourself walking briskly along a hot, sandy, sun-drenched beach.
An azure haze hangs over the skyline as the warm breeze caresses your
bare skin. As you stride confidently to your favorite spot, your breathing is
normal and your body relaxed. You smile to yourself, knowing that you
could walk like this for miles without becoming fatigued.

The beach is busy. As you glance around you catch the eye of someone
of the opposite sex. They smile at you and you smile back. You walk
assuredly into the water and swim a couple hundred yards out and back
with ease. Lying back on your towel you can’t help but think, “Life has
never been so good!”

This is such a powerful way of conveying benefits because it stimulates

the active imagination. Your prospect is not thinking about the benefits of
your product, she’s actually experiencing them emotionally in the theater
of her mind. The result is an intense desire to actually live those benefits.

The key is to pull these little pieces of your product’s story out of the
overall hero’s journey, and you paint your prospect into the action. It’s
extremely powerful.

What you never want happening on your website is boredom or confusion.

Storytelling is one of your best defensive mechanisms against these sales
killers. In the 5R system, I teach you how to use several archetypical
story formulas to engage your prospects fully in your sales argument.

I also walk you through a three-step editing process that almost

guarantees that your copy rivets the reader’s attention from start to finish.
I show you the secrets of brevity—how to get the maximum punch with
minimum words—and the power of metaphors and analogies.

I give you design secrets that make your copy incredibly easy to read and
understand, even for people who just skim and skip over it. I give you a
checklist to help you isolate clarity problems, and I give you some fixes. I
make you look at each sentence you’ve written and single out any words
that may have an unintended double meaning.

I’ll have you exterminate run-on sentences. The longer a sentence is, the
more likely it will be misunderstood and the more it will fatigue your
reader.

37
 Many of the words you write in your drafts are redundant. You can
strengthen your copy immeasurably simply by getting rid of them in many
cases.

I’ll show you how to spot what I call perplexing pronouns—words like they,
them, it, their, those—that are very often taken out of context if you’re not
careful. They confuse the reader.

You’ll eliminate clunky transitions in your copy. You know when you write,
you write in sections. Sometimes your reader will have trouble sensing
the connection between one section and the next. You’ll learn how to
bridge these sentences together properly.

I could go on and on, Terry. The point is, I’ve given you a simple
framework to use that can’t help but improve the selling power of your web
pages by an order of magnitude, and help you to grow your customer and
prospect lists faster.

Follow this process and you’ll have the right person communicating the
right message to the right audience at the right time and in the right way.
That’s the key to growing your customer and prospect lists up to seven
times faster without spending a dime more on traffic or hiring a hotshot
copywriter.

It really doesn’t matter in the least what you’re selling or what kind of web
media you’re dealing with. The system is universal.

Terry: Just in the last few statements you made about the hero’s journey, you
had me thinking through all the movies I’ve recently watched. I’ve
watched a lot of movies and in almost every movie—at least every popular
movie—it ends up having a hero’s journey in it.

Daniel: Sure. You are a hero’s journey. I remember seeing a web page of yours
and you were driving your pizza truck. That’s a hero’s journey.

5R System Toolchest

Terry: Yes, it definitely is. So we all identify with the hero’s journey. If you look
in the regular media, if you look in the movies, or in books, you’re going to
see that there are heroes’ journeys—it’s what connects with us
emotionally and attaches to us.

38
 You’ve just shared a ton of information throughout this interview all the
way. What can the listeners do if they want help putting this all together,
actually applying to their websites everything that you’ve taught?

Daniel: Terry, I’ve put together a series of worksheets and templates for people to
use that will allow you to quickly and easily implement my 5R system so
you can start making more sales and generate more traffic.

You can start capturing more high quality leads, getting more customers,
attracting more joint venture partners, and enjoying more profits like
clockwork on virtual autopilot, thanks to the incredible automation gift
available to all of us on the internet.

With these materials you’ll get the 5R’s laid out for you step-by-step.
You’ll get a worksheet that prompts you through the 17 key questions
about your marketplace that you must know the answers to in order to
select the right audience for whatever it is you’re selling.

You’ll get detailed instructions on exactly how and where to look for that
information, and exactly how to use it to create the right message on your
website that is irresistibly compelling to your right audience.

You’ll get nine secret keys to bolstering the credibility of your

spokesperson so that your customers and your prospects instantly feel
closer to that person. So they like that person, listen to that person,
believe that person, and do what that person directs them to do—a call to
action for all of your web pages, emails, and so forth, which are used to
market your business.

You’ll get a comprehensive checklist that allows you to make intelligent

decisions about getting the timing of your marketing message just right,
when to push for the sale, when to collect leads, and how to sequence the
various promises and proofs that you use to persuade your audience to
action.

You’ll get 16 selling technologies like the ones we’ve just touched on ever
so briefly here, so that your message is as powerful and compelling as it
can possibly be.

If you can follow instructions and you’re selling something that people
want, there’s no reason at all that you can’t quickly double, triple,
quadruple, sextuple or more the number of sales and/or leads that you’re

39
generating right now on your websites with the intelligent application of
these principles.

These materials guide you step-by-step through the entire process of

reengineering your web presence for maximum profit. I’ve even included
a swipe file full of examples of each of the various parts of a long copy
webpage that you can use as inspiration as you’re working through the
steps that are outlined for you in these materials.

You’ll get over 100 killer headlines, dozens of riveting opening

paragraphs, guarantees, bullets, P.S.’s, closes, and more to mold and
adapt for your purposes. All of it is indexed and fully searchable so you
can find what you’re looking for at a moment’s notice.

Plus, I just put the finishing touches on a brand new manual where I tear
up one of my own promotions and I put it back together for you so you can
see firsthand exactly how all this stuff works.

I’m planning on adding a series of audios and videos, and wrapping all of
this written content up into a massive toolkit that I’m going to be selling for
$1,497 later this year.

However, I’m offering a second advance edition which is printed manuals

only for just $697. As a special favor to you, Terry, I’m making it available
to your people at just $497—that’s $200 off—which is really an excellent
deal! The guts of the system are all there, even without the audios and
videos that are on their way.

You’re really getting information for about a third of the price you’ll have to
pay when the final release comes out.

Now let me tell you about the free stuff that I mentioned at the beginning
of the interview because many of you listening to this may not be familiar
with me or haven’t invested in any of my materials before. I want an
opportunity to astonish you with value and make you a customer for life.
I’m going to go out on a limb here and offer something really special.

Because of my time constraints, I can only do this for the people who are
really committed and are tired of messing around and really want to go for
some quick results online.

40
For the first 10 people who decide they’d like to try my 5R system on their
websites, I’m going to include the following three upgrade bonuses, Terry,
absolutely free.

1. First, you get a free month of membership in my exclusive 5R

system coaching club.

So as soon as you’ve had a chance to go through the 5R system manuals

I send you, for the next month you get unlimited access to me via email.
I’ll answer any questions you have in detail and personally walk you
through your copywriting project.

I want you to know that this is not the typical coaching program where said
guru hires a bunch of grunts to deal with you. This is the real McCoy.

I will work with you one on one. You’ll get exactly what you need to
accelerate your progress, whether that’s honest encouragement, expert
advice, or even a kick in the pants to get you off your butt and keep you
accountable and pushing towards your goals. You’ll have my personal
attention.

Plus, if you’d like to continue as a 5R system coaching club member after

your free month, you can do so at a very reasonable especially discounted
rate of just $297 a month. You’re under no obligation to continue, but the
option is there for you and we can work together ongoing, split testing,
tweaking, and continually improving your conversion.

I can only help a small number of people this way, as you can imagine.
Hence, a strictly limited number of people will be accepted.

Terry, I absolutely love coaching aggressive forward-thinking

entrepreneurs, as I’m sure you do as well. It’s incredibly rewarding.

There’s nothing I enjoy more than hearing about how a coaching student
of mine has successfully implemented these principles in their business.

Just a few days ago actually, I received an email from Jo’av Ezer who has
a little software company in Israel. Jo’av writes:

“I was skeptical about your 5R system and the whole psychological

approach to persuasion. But two weeks ago we released a version
upgrade of one of our products and tried a couple of your
suggestions and they worked like gangbusters.

41
 We’re seeing a consistent 30% to 35% increase in business. This
has caused me to change my priorities, and we’ll be implementing
the rest of your suggestions starting tomorrow.”

There’s just nothing like getting emails like that!

2. Second, if you’re one of the first 10 people who listens to this and
takes action, you’ll also receive an online copy critique certificate
that entitles you to a detailed assessment of your finished online
marketing materials.

I’ll personally review your copy after you’ve worked through the 5R system
and I’ll point out potentially dozens of additional response and ideas to
improve your results still further.

I normally charge $450 for each one of these critiques. Even at that price,
it’s pretty reasonable. But you get one free with this upgrade and it’s good
for a full year, whether you maintain membership in the 5R system
coaching club or not.

I just want to read you a couple of pieces of correspondence real quickly

that I’ve received about this service. Real estate broker, Vick Tatnod,
from Windsor, Canada, writes:

“Thank you for critiquing my sales letter ‘For Sale by Owner.’ I

implemented your suggestions and they are netting me an extra
$72,000 a year in income.”

Trevor Ainsworth from Adelaide, Australia, writes:

“Daniel, I wanted to give you some feedback about the lead

generation ad for the financial planning business. The results have
been fantastic! Your suggestions have increased response by four
to five times and requests just keep coming in. This is definitely the
best results of all the ads I’ve tested over the past 12 months.”

I literally have dozens of similar testimonials, Terry, from marketers who

are taking action and using my 5R system to supercharge their results.

3. Fast action bonus #3—the first ten people to hop on the bus also
get my brand new just updated Masters of Copywriting 2008 hard
copy edition, which is an extensive anthology of copywriting
interviews, lessons, and tutorials produced in partnership with some

42
 of the greatest copywriters in the business today including: Dan
Kennedy, John Carlton, Joe Sugarman—it is really rare to find stuff
from Joe in this area—Joe Vitale, Michel Fortin, Clayton
Makepeace, and many more.

Masters of Copywriting 2008 gives you the collective wisdom of 44 of the

top money marketing minds of all time. It has to be one of the most
extensive encyclopedias of salesmanship in print that you’ll find anywhere.
It’s like a huge knowledge base—over 700 searchable pages of insider
tips, techniques, and strategies for writing super-responsive ads, sales
letters, and web pages.

Now this Masters of Copywriting 2008 hard copy edition normally sells for
$247, but you get it delivered to your door along with your 5R system
manuals with this special Terry Dean package absolutely free!

Plus, I’ve thrown in over six hours of bonus audio interviews on CD that
you can listen to in your car covering unique selling proposition, business
to business selling, information marketing, and more with an additional
$228.

All together that’s $1,919 worth of tools and services to grow your
customers and prospects faster. They’re yours for just $497 and
guaranteed to increase your website conversion and pump profitable
growth to your business, or I’ll buy them back from you for one full year.

This is the closest thing to getting me to do it for you, and at a fraction of

the $17,500 plus royalties I charge to create a promotion.

You have my unconditional guarantee of satisfaction. If, for any reason or

no reason at all, you decide this isn’t right for you, I insist on refunding
your money—no questions asked; no hard feelings. I take your success
personally.

In fact, put this system to the test in your business and I personally
guarantee you a 30 to 1 return on your investment. That’s a minimum of
$15,000 in your merchant account that you wouldn’t have enjoyed
otherwise as a direct result of using my system over the next year. I don’t
care if you’re the rawest internet newbie on the planet. If this system isn’t
worth at the very least that much to you, wrap it up and send it back to me
for a full refund. I am dead serious.

43
 Terry, when was the last time someone offered you a guaranteed 30 to 1
return on an investment?

Terry: It just hasn’t happened!

Daniel: It certainly won’t happen from your stockbroker, that’s for sure!

There’s really just no way you can lose with this. All I’m asking you to do
is to put it to the test and then decide based on your results. Here’s the
link:

http://www.daniellevis.com/terrysentme

Levis is spelled like “levi’s” but without the apostrophe. It has to be all
lowercase or it won’t work. Type that into your browser right now, or click
on the link if you’re reading the transcript and grab the fast start guide for
free.

I want you to take the bull by the horns because right now growing your
customer and prospect list faster online holds the key to dramatically
increasing your wealth.

Terry: As you know, I’ve got the package and I absolutely loved it as I went
through the materials. I picked up a lot of new things that I have to test. I
really learned from the material. For me personally what I took most out of
it were the worksheets and the checklists, which I now have on my desk
and I’m actually using on all my promotions.

That’s pretty outstanding for me to just grab these checklists because as

you can imagine, I have materials from everybody. I have all types of
copywriting materials. I don’t know how much money I’ve spent on
copywriting materials. I probably should add it up someday.

However, your worksheets and checklists are way above everything else I
have to really help you tap into the dominant emotions in the marketplace.
So if for nothing else—and you’re giving them a ton of value—those little
worksheets and checklists are worth more than the price of the package.
At least they are to me.

Daniel: Coming from you, Terry, that means so much. I really appreciate that
sentiment. Actually we’ve just improved the whole package of checklists
and spreadsheets. I’m going to give you a link after the call so you can go
and download the latest and greatest.

44
Terry: Okay, now everyone go to the website, it is
http://www.daniellevis.com/terrysentme. Make sure that you type it all in
lowercase. If you have any problem with it coming up, it’s probably
because you have the double “LL” there. You have to make sure you
have two L’s, correct? Right, Daniel?

Daniel: That is correct.

Terry: So make sure you have the two L’s and go over there right now and check
it out.

Free Gifts

Daniel: One last thing, Terry, before we wrap up. I promised at the beginning of
the interview that there would be gifts for everyone who took the time to
listen to this interview and I did mean that.

If you’d like to get a copy of my free online publicity report with Paul
Hartunian here’s what to do. Take a moment to visit my blog at
http://www.daniellevis.com/5rfeedback and submit your feedback about
this interview. That has to be all lowercase, as well, for it to work.

Visit that site and give us your biggest “Aha!” moment from today’s call—
the juiciest most useful piece of information you picked up—and more
importantly, what you plan to do with it.

My assistant, Sangeeta will monitor that post, and she will email everyone
who submits a comment with a link where you will be able to download
your free bonus.

So, Terry, thank you so much for having me. Thank you, everyone for
listening. I want you to go out there and be tremendously successful
online.

Terry: Thank you for your time. You’ve shared such an overwhelming amount of
information that I’m sure people will have to listen to this several times.
Anyone listening, you need to go and pick up Daniel’s system because
with everything else out there you’re going to be offered tons of different
materials, but this is what will help you improve your profits. You’re not
going to find that 30 to 1 guarantee anywhere else!

45
 "How to Grow Your Online Customer And
Prospect Lists 4 to 7 Times Faster -- Without
Attracting A Single Additional Visitor to Your
Website or Hiring a Hotshot Copywriter!"

46
 The Details:
Topic: Terry Dean interviews web conversion expert Daniel Levis about his
5R formula for finding and plugging the profit leaks in your online marketing
— and how this comprehensive online marketing system can help you
grow your customer and prospect lists 4 to 7 times faster!

Approximate Duration: 90 minutes

Print this package out and take notes …

Talking Points

 How to engineer a near perfect match between your sales

message and your target audience …

Notes:

47
  How to figure out what to say to your ideal prospects on your
website to get them to become customers in droves …

Notes:

 How to position yourself as the person people want to buy

from, and express that personality online …

Notes:

48
  Five graphic design tips for increasing your perceived
competence, likeability, and trustworthiness …

Notes:

 Why establishing a bond with your prospects multiplies the

power of proof and gets people to buy …

Notes:

49
  Four sure-fire ways to build an almost blinding rapport with
your best prospects …

Notes:

 How to sequence your selling elements for maximum

response …

Notes:

50
  How to create clearer, more captivating, more believable
copy that sells …

Notes:

Visit http://www.daniellevis.com/terrysentme for the fastest

way to transform your website into a well-oiled, snarling,
rip snorting, cash piling machine with Daniel’s complete
5R System

51
Here’s what people are saying…

Positive Cash Flow the Very First Week!

“You provided me with a complete strategy and business system for
launching a highly rewarding and profitable information marketing
business. I just launched my first product last week, and already I’m
getting customers from around the world, generating positive cash
flow, and my list is approaching 2000 subscribers.”

Phil Alfaro
President, Hablilibre Publishing

Best Results Ever!

“Daniel, I wanted to express my utmost appreciation for ALL your
income boosting marketing advice. Thanks for your cutting edge system,
my last few direct mail campaigns generated more profits than any
other information marketing project launched in over 12 years in
business.”

Chuck Nelson
Nationwide Home Business Center

His Swipe File is One of My Favorites …

“I’ve been using 5R and can tell you without a doubt that it is one of
the most user friendly copywriting programs I have ever tried (and I
have them all), and his swipe file is one of my favorites”

Susan Berkley
www.GreatVoice.com

Highly Recommended!!
“If you’re looking for someone who knows what he’s doing to take you
by the hand and fix your online marketing, Daniel Levis is the guy.

He consulted with us on our recent venture with Dr. Stephen Sinatra

(The Fast Food Diet) and helped us put together some superb copy for
our website.I’m happy to say he was easy to work with, did everything
he said he was going to do when he said he was going to do it, and the
copy rocks! Highly recommended!!”

Jim Punkre
Brainstorms Inc.

52
 Visit http://www.daniellevis.com/terrysentme
for a foolproof way to begin growing your customer
and prospect lists up to 7 times faster than industry
average
The Most Powerful and Robust System I’ve Used
“Daniel Levis’ 5R System is the most robust system I’ve used — and
believe me, I researched and studied the work of just about all the
copywriting gurus and systems available before attempting to put
together a compelling, conversion driving online Sales Letter of my
own.

There’s no doubt in my mind that Daniel’s system is the best for

anyone serious about learning to create powerful copy. In fact, I have
such confidence in his expertise I am now working with him in his
critique and coaching programs, as well. Delve into Daniel’s 5R System
today—you’ll be on your way to successful, sales producing copy.”

Julie Ann Turner – Founder and CEO of The Creator’s Guide

Your guarantee and level of service shines through the marketing

haze like a lighthouse beacon on a foggy night.
“True to your word, and much as I know it must hurt to lose an
order despite the excellence of your 5R System, your refund
policy is pure gold in an age when most that glitters is plain
dross.

Though our unforeseen circumstances forced me to ask for a

refund due to economic emergency, your courteous and prompt
reply and decision has certainly given us a ray of hope in an
otherwise dire situation.

Many, many thanks, on behalf of my wife, myself and our six

still- dependent children/grandchild.

When our economic situation is more secure I will definitely

reorder the 5R System because, like food and water, it's just
that essential (except, of course, when "oxygen" is needed
more).

Your guarantee and level of service shines through the marketing

haze like a lighthouse beacon on a foggy night.”

53
Richard Scott
APT Publishing

Finally, a simple, step-by- step system for researching

a target market and creating online copy that sells.
Visit http://www.daniellevis.com/terrysentme
and claim your copy now!
One of the Best in the Biz!
“Daniel Levis is one of the handful of copywriters I personally rate
‘Best in the biz’. He’s also the most brilliant web marketing
strategist I’ve ever met.”

Clayton Makepeace
Billion Dollar Copywriter and Marketing Strategist

Practical Advice I Haven’t Seen Anywhere Else…

"One of the most exciting and wonderful things about Daniel's 5R

system is how he manages to transcend the typical copywriting
rhetoric to provide immediately usable advice I've not seen
ANYWHERE else.

Particularly helpful was the SPECIFIC, well researched advice

for communicating GENUINE empathy both in writing, and with the
graphical elements of the page.

I've always noticed that I could close about 90% of prospects if

they called on the telephone, but in writing I seemed like a
snake oil salesman.

Dan's system immediately cleared this up for me and showed me

how to move beyond techniques and "old-hackneyed copywriting
clichés", to a powerful, yet more humble and honest voice.

I've had dozens of students go through his course and all have
returned glowing feedback. You might be thinking "can I afford
this?" ... but I think it's a no brainer ... I know for myself,
this is one of those things I can't afford NOT to do.

54
Seriously ... what Dan's given me is the power to engender
virtually the same trust level with prospects in writing as I'd
get if they were sitting with me here in my living room."

Glenn Livingston, Ph.D.

Windham, NH

Doubled Our Sales Overnight!

“Daniel Levis tore our existing sales copy to shreds and rewrote it
from the ground up.

Immediately our response doubled! I love his performance based

compensation model. With the tweaks he just gave us I’m hoping to
double our response rate again”

Charles Mizrahi
Stealth Stocks Online

Finally, someone who over delivers on his promise!

"Daniel, I have worked with many coaches and mentors over the past few
years but I can honestly say that the immediate attention you gave my
questions and the specific action steps you suggested in only a few
days was more than I have gotten in months of coaching with
others...and for considerably less money.

Finally, someone who over delivers on his promise! Please tell others
who may be on the fence that if they're looking for specific action
steps for their specific situation and not some cookbook, generic
brush off, Daniel Levis’ 5R System and charter coaching program is
it!"

Melani Ward
Copywriter
Entrepreneurial Coach for Women

Visit http://ww.daniellevis.com/terrysentme to
reserve your personal copy of Daniel’s
5R Web Conversion System right now. Start turning
clicks into CASH!

55
 - Special Report -

Checklist for Plugging

Profit Leaks

By Terry Dean

MyMarketingCoach, LLC.

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 Checklist for Plugging Profit Leaks
By Terry Dean
Based off of Daniel Levis’ 5R Interview
http://www.daniellevis.com/terrysentme

Daniel Levis covered a ton of information throughout his interview and report on how to
increase your profits and plug holes in your sales process. I recommend listening to the audio at
least two to three times. Then print out this full transcript and mark notes in the margins on it.
It’s very easy to gloss right over a tip that can immediately boost your profits. For example, did
you catch the importance of having a smiling spokesperson making square eye contact with the
visitors on the LEFT of the headline?

I caught that tip and have been making some response boosting changes to a few of my
own pages. Or how about his tip of changing the flow of the order process. On teleconferences
Daniel doesn’t send the participants on the call to a sales page. He sends them directly to his
order form. That’s another tip I picked up to use immediately. If you’re having trouble making
sales on your site, install an exit pop-over to ask people, “Why didn’t you buy?” while they’re
leaving.

It only takes one tip like this to be worth more than the cost of the interview, but you’re
not limited to just one. There are dozens of tips like this piled into the recording. Each time you
go through it you’ll pick up another action point for your business. To help you apply as much
of the material as possible I’ve created this checklist of profit points. Go through your websites
and promotions looking for places where you can use as much of this checklist as possible.

Even if each point only improves your site by 5% to 10%, use 20 of these techniques and
you have a 100% to 200% improvement. For example, one point may be to use the photo on the
website. Then you make sure the person in the photo is smiling. Add a caption that has the
promise, proof, and call to action in it. Move it to the left side of the headline. Each of these
points makes a slight improvement to your response, but overall they create a massive jump in
your profits.

I don’t fully define each of the points in the checklist. Make sure you’ve listened to the
audio and thoroughly studied the transcript to understand all the points. This is simply a
checklist you can print out and keep on your desk to make sure you’re applying all these points
to your online business.

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Step One: Right Audience
Did you do in-depth research on your target market to answer the five questions?
What questions does this audience have about products like mine?
What are their top 3 immediate goals that my product will help them achieve?
What are the top 3 problems standing between them and their goals?
What objections might they have to purchasing a product like mine?
What other options do they have to solve their problem or reach this goal?

Did you determine if your offer is the right one for the audience you’re targeting?

Did you spend time in forums and blog comments to really understand your market?

Did you watch TV, movies, or magazines your market reads to tap into their feelings?

Do you have a list of pain points for your target audience?

What about their aspirational statements?

Did you also make a list of all their questions?

Did you create a spreadsheet of your market’s goals, problems, and questions?

Did you categorize all the responses to pull out the most important elements?

Is some of your ad copy taken directly from your customer’s own statements?

Does your sales copy show a real empathy with your audience’s pain and situation?

Are you testing a survey question on your opt-in page or exit pop-over to find issues?

Step Two: Right Message

Do you have a simple, easily understood, ultra-compelling promise?

Have you thoroughly proven your product can deliver on that promise?

Is there a clear call to action of what you want your visitors to do next?

Do you have a secondary promise built into the copy as well?

What about additional elements of proof for this secondary promise?

When you first wrote the copy, did you get all of your ideas out onto paper?

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Are you selling an outcome and a result in your copy instead of a product?

Do you create a big emotional payoff in your copy?

Sense of Importance
Sense of Belonging
Sense of Attractiveness
Sense of Power
Sense of Prestige
Peace of Mind

Are you split testing several headlines and approaches to your copy?

Can your headline be read in one simple glance?

Does your headline build emotion and curiosity in the prospect?

Does your headline look like news (advertorial approach)?

Is your primary headline supported by a pre-head and post-headline?

Is there a big ultra compelling promise in the first screen of your website?

Is all of the information from your research built into the copy?

Do you answer all the questions your audience has about products like yours?

Do your promises match the top 3 immediate goals of your target audience?

Do you clearly show how your product solves the 3 biggest problems?

Do you counter any objections they would have to your product?

Have you disqualified all the other options they have to reach their goals?

Step Three: Right Person

Do you have a spokesperson featured in the top section of your sales page?

Does your target audience readily identify with your spokesperson or their authority?

Is your spokesperson likeable, authoritative, and trustworthy

Have you considered using a celebrity, athlete, customer, or industry figure?

Are they smiling?

Do they appear to be making eye contact with the visitors of the page?

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Are they dressed in a way that appears authoritative or fits the setting?

Does the background and props signify their enjoying the primary promise of your copy?

Is the photo prominent in the copy, often to the left of the headline or opening body?

Does every photo on your page have a related caption?

Does the caption provide promise, proof, and a call to action?

Does your ad copy read like a conversation between your spokesperson and the visitor?

Are you including any specific slang or jargon your audience uses in daily conversation?

Is there a signature at the bottom of the page?

Have you added a credibility sidebar for your spokesperson?

Is there any visual proof to the expertise of your spokesperson (graphs, charts, awards, etc.)?

Is your spokesperson standing for a common cause that’s greater than just a sale?

Step Four: Right Time

Is every step in your sales process absolutely essential (squeeze, sales, order, OTO, etc.)?

Does your headline and opening copy start off at what the prospect believes at that moment?

Are your prospects exiting beliefs confirmed and gently expanded at each step in the process?

Are you creating a linear stream of acceptances and agreement throughout the copy?

Is your presentation in the right logical and emotional order for this audience?

Have you made a flowchart of the entire sales process (initial ad, squeeze, order, etc.)?

Have you written your clear objective for each step in the process?

Are any facts, arguments, features, or benefits more believable later in the campaign?

Can you eliminate any redundant steps in the process?

Are you stimulating curiosity and self-interest about what is after each click?

Have you included strong selling copy on your shopping cart page to close the sale?

Are you using a strong email follow-up to sell your prospects who don’t buy immediately?

Do you have a customer email follow-up sequence in place to generate backend sales?

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Step Five: Right Way
Are you using emotionally evocative stories?

Is the story moving and memorable?

Are you running any type of "Hero" story in the copy?

Is your story transporting the reader backward or forward in time?

Does it create mental imagery that communicates your end results?

Can your prospect experience the benefits in the theatre of their mind?

Read every line of your copy out loud. Does it “feel” right?

Is every sentence easy to read and understand without confusion?

Does your target audience understand all the words you use?

Does the copy automatically transition smoothly from one section to the next?

Are all your paragraphs 5 lines or shorter?

Do you make use of bulleted sections to break up the copy?

Do you break up the bulleted section (inserting a paragraph, subhead, etc. every 4 to 8 bullets)?

Are you running multiple subheads throughout the copy (2 or more per printed page)?

Have you added a couple of well placed similes and metaphors?

Can you cut 10% to 30% of your overall copy without reducing its effectiveness?

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