Mark Hoverson’s Direct Response Secrets Revealed!

Hoverson’s Las Vegas Event

I just got back from a live event in Las Vegas where Mark Hoverson shared his secrets to successful direct response (email) marketing.  Since all this is fresh in my mind, I’m revealing the essentials in a series of videos and blog posts.   In case you are unfamiliar with Mark’s work, he is a master at creating a “buyers rush” for his trainings and products.  A “buyers rush” is a frenzy of respondants eager to buy what you are promoting.

Direct Response Email

The video below walks you through one of Mark’s direct response emails.  This email was sent to Ann Sieg’s customer list.  It was part of a 1 week promotion that led up to the Las Vegas event I just attended.  During this event, Hoverson interviewed both Ann Sieg and Mike Klingler as we mentioned in the previous post.

In the video, I take you through each paragraph and explain why Mark wrote it the way he did.   After watching this video, you should be able to construct a similar direct response email yourself.  Here’s the video.

Tony Passera Reveals Secrets Of Mark Hoverson’s Emails from Tony Passera on Vimeo.

Triggers

You may have noticed that I talk about “triggers” a lot during the video.  The idea of psychological triggers comes from Joe Sugarman’s book, “Triggers.”   During the trainings, Hoverson mentioned that he learned most of what he knows about writing for direct response from this book.  If you enter your information in the box below, I’ll email a copy of the book to you (in pdf format) absolutely free.  You can also download the book from various sources on the web, if you prefer.

How To Be A Rising Star

Find A Rising Star

I just attended a webinar series given by a direct response marketing expert, Mark Hoverson.  Toward the end of the series, Hoverson said that his goal for this series had been to do an industry wide training.  He accomplished this goal by hooking up with Ann Sieg and Mike Dillard, and offering the webinar series to both of their customer “LISTS”.  Since I was on both of their lists myself, I got his email and succumbed.

To get the attention of Sieg and Dillard, you’d have to be a rising star.  My 10 months in internet marketing taught me that the best way to become a rising star yourself, is to hook up with one and learn what you can from him or her.   And not just learn.  As much as possible, you want to do what he (or she) did.  Or at least adapt it to your context. This is often referred to as ‘duplication.’
Continue reading

The Ultimate Copywriting Crash Course

About the Course

Ann Sieg is sponsoring David Garfinkel, who is giving a 6 week webinar in copywriting. This webinar is for folks who have little or no experience in copywriting, but would like to get up to speed fast. The course is designed to make you an effective copywriter as quickly as possible. It is probably not going to make you an expert, but it will make you effective enough to significantly improve your conversion rates. David Garfinkel is well known as a leading coach and teacher of copywriting. He has developed a template method that gives you a good starting place for different kinds of copy as well as a lot of confidence. Continue reading

Greed vs. Fear: Test Your Copywriting Instincts

Ted Nicholas, the author of “How To Form Your Own Corporation Without a Lawyer for Under $50″, also happens to be a copywriter. He wrote two ads for his book and did a split test to see which ad was creating the most sales.  The results were surprising.  One of the ads about broke even, but the other ad was a huge hit that made him millions. Here are the two headlines for the ads. Continue reading

Inspiring Others to Take Action

A Necessary Skill

If you doubt that developing your copywriting skills is the single most important thing you can do for your business (and maybe your life), please listen to this interview of David Garfinkel by Ann Sieg.  David Garfinkel is perhaps the leading copywriting coach and mentor.  Click here to listen to the interview.

Last year Ann hired David to train herself and several members of her team.   More recently the launch of the Renegade Professional trainings generated over $1.1 million in sales in 72 hours.  Ann attributes this success to Garfinkel’s coaching. Continue reading

“Men Wanted for Hazardous Journey…”

The Times, 1913

“Men wanted for hazardous journey. Small wages. Bitter cold. Long months of complete darkness. Constant danger. Safe return doubtful. Honour and recognition in case of success.”

This was the ad that Ernest Shackleton posted in The Times of London in 1913. He was recruiting for an expedition to cross the Antarctic continent from sea to sea via the south pole. He received about 5000 immediate responses.

Truth in Advertising

The ad is remarkable in its honesty. There’s nothing sugar-coated about “Safe return doubtful.” Shackleton could have left that sentence out. Yet he chose to include it. As a result, you trust that you’re getting the whole truth. Continue reading

So You Want More Customers?

Would you like to know how to really GRAB the attention of your audience? Are your prospects responding to your tweets, emails, and blog posts the way you’d like? Today’s article on www.RenegadeProBlog.com (no opt-in) by leading copywriter David Garfinkel will help you get more attention. The post is entitled “The Secret of Powerful Headlines: How a Few Well Chosen Words Can Do Magic for Your Business.” You can read it here: the-secret-of-powerful-headlines. Continue reading

Turning Good Copy into Great Copy: Makepeace Reveals His Secret.

One of the reasons I like blogging is that I can post notes and articles I want to re-read someday, and I can call it work. Today’s pearl by Clayton Makepeace is something I surely want to read again. In it Makepeace tells the story of how he learned to mix the left brain and right brain to create the best ad. Here’s my summary of the copywriting points, without the wonderful story. Continue reading

Sidebars That Increase Readership

Have you ever seen a blog with a distracting or even annoying sidebar? How about those sidebars containing long lists of tags in curiously big fonts? Or perhaps you’ve seen animated sidebar dancers with hoola-hoops selling mortgages? Puhleez. We’ve all learned how to ignore that jumpiness on the side.  But if your readers ignore it, your sidebar is a missed opportunity.

Generally, blog designers don’t pay enough attention to what’s in the sidebars. And guess what? It matters. Well chosen sidebar content can increase readership, increase stickiness and increase responses to promotionals.

These points are addressed in depth in a recent article by Clayton Makepeace. The article discusses the do’s and don’t’s of sidebars. Though the context of the discussion is the magalog, the points apply equally well to blogs and websites.   Incidently, according to Wikipedia, ‘A magalog is a promotional copy of a magazine, usually in a 12-page catalog format.’ Magalog = magazine + catalog.

To summarize briefly, there are two kinds of readers: casual scanners, and straight-through readers. The readers will read through most of the article from beginning to end. However, the casual scanners will flip through the article, sometimes in no particular order, looking for something that catches their attention. The scanners are more likely to find something that interests them if the sidebar guides them to it.  In other words, “great sidebars turn scanners into readers.”

For 21 smart kinds of sidebar content, you’ll have to read the article, which is here. You’ll be amazed at the number of good ideas you’ll get for your sidebars.

By the way, you can see a beautiful example of a well designed sidebar on Clayton’s website, www.makepeacetotalpackage.com.

How to Create a Killer Ad

In a recent post on Clayton Makepeace’s site, he discusses how he distinguishes good ad copy from bad ad copy. He’s got some great guidlines from his 37+ years as a copywriter. I won’t spoil the punch line, but remember that buyers make decisions by feeling and then use reason to justify the decisions. This is a must read for anyone who wants to improve his writing skills.

Click here for Clayton’s article, “How to Create a Killer Ad”.