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Category Archives for "4. Conversion"

3 Email Copywriting Principles Of An Email Marketing Pro

With these 3 components, you can more fully optimize email marketing for long-term success without eroding your subscriber base. Relevance Cliff-hangers Automation Email Relevance Try selling pink crocodile handbags to a male nature conservationist and he’ll drop you like a lead weight in a swimming pool. …but promote your handbag as a Western fashion-icon to high-fashion […]

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Video Sales Letter Copy for Weight Loss

While consulting to an ad agency on web copy and marketing during 2014, they requested I write a full VSL script for a breakthrough probiotic weight loss program and manage production of the video. This involved studio time with the Doctor, writing the Doctors script as well as the ‘publishers’ script and then facilitating video […]

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Copywriting Sample – Video Sales Letter Lead – Male Health Supplement

As consulting Lead Copywriter for an ad agency, I needed to improve the response from a Video Sales Letter that the agency had paid a top VSL writer to produce. It wasn’t converting well and I felt the copy overall was strong but the lead (the introductory attention grabber) seemed to lack empathy with the […]

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Video Sales Letter (VSL) Copywriter

In this article: My first Video Sales Letter Video Conversion Funnels Video Sales Letter Length Video Engagement Video Sales Letter Copywriting Multi-Part VSL Launch Sequence My first Video Sales Letter… Converting at a huge 8% back in 2008 it was about 12 minutes long and sold an info product on ‘how to get organized’. You can watch […]

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Long Copy is King – Short Copy Kills Sales

Imagine trying to sell a product through pictures alone.

Snazzy billboard adverts. Flashy TV adverts. Creative attention grabbing magazine adverts.

Big on ‘big ideas’. Short on copy.

Do they sell?

Who cares?! They win awards for the creative agencies.

But a certain type of copywriter does care. They care about your bottom line as a client. They care about the prospect, because they will put together a good case for why the prospect should buy. They will run split tests. They will even suggest weaknesses in the product offer so they can be improved.

What kind of copywriter sweats bullets and bleeds onto a blank canvas, cares little about awards, and avoid the word ‘creative’?

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Your Buyers Core Complex

When considering the profile of your ideal prospect, we can use the BFD Core Complex model as proposed by the American Writers and Artists Institute (AWAI) – Inside their Direct Marketing University course. The Core Complex In simple form, we use BFD to denote Beliefs, Feelings, and Desires. The broader classifications of this are: Intellectual […]

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My Position on Creative Advertising

With my one hundred year background experience gleaned by studying the history of direct response advertising (mail order, direct mail, and print advertising)… my position on ‘creative’ advertising is this: Combining an accurate well researched copy platform with the right mix of campaign execution, is far different from being ‘creative’. This is vitally important to […]

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