Jason Capital

So I don’t know if I’ve ever shared this before but one of my clients is the dating guru, Jason Capital.

His enterprise probably grosses several million dollars a year. The majority of it from ClickBank offers.

I’ve worked with him since the beginning with his flagship program “Make Women Want You”.

Which 7 years later still continues to sell. (Yes, it is a ClickBank offer as well.)

Except for a brief period of time, I’ve written pretty much all his sales letters (everything except for his kick-ass daily emails and videos.)

So forever Jason has been wanting me to come to one of his events in the States and “schmooze” with his peoples.

Maybe do an off-the-cuff copywriting training for his high-ticket mastermind.

And forever, I’ve declined.

Between the jet lag, being away from my family and out of my element, as well as the frenetic environment, again, it just isn’t my cup of tea.

I must have turned him down at least 5, maybe 10 times.

But you gotta give it to him, the man is nothing if not relentless.

So a couple weeks ago, in the face of a first class, all expenses paid trip to Orange County, CA, land of beautiful people, I caved.

How could I say no?

And so I land in OC, and I set up shop in a 5-star hotel just outside Orange County Airport right next to Jason’s room.

And I have to admit…

The whole event was exhilarating.

Anyway, one of Jason’s associates is none other than Bedros Keuilian, the famous fitness business guru.

He was there doing a presentation.

Afterwards, I introduced myself to him because I was thinking about pitching an idea.

And once he heard my name he said…

“You’re Matt O’Connor, THE copywriter? You may not know this but you are very highly spoken of.”

And I was kinda aware because a few of Bedros’ clients are my ClickBank copywriting clients as well. 😉

Word gets around and like I said, it’s a small universe.

Anyway, here’s the upshot:

Remember that ClickBank Copywriting course I spoke of earlier?

Well, I’ve negotiated an agreement with ClickBank University to offer it exclusively on my Conversion Gods website along with the original copy and content.

We haven’t changed a thing.

There are 77 extremely good reasons you should have this course.

So if you have a desire to write winning ClickBank copy, if a Top 10 VSL or sales letter is your ultimate freedom-giving goal, I encourage you to snap it up while you can.

Yes, FOMO (fear of missing out) is alive and strong and you need to follow your gut and get it while you can.

–>HURRY: Get The ClickBank Official Copywriting Guide

You’ve got to appreciate, I truly am reluctant doing stuff like this.

Candidly? I feel like I’m ignoring my clients.

So I don’t know how much of it I can stand before I redirect my efforts.

But if you want to learn how to write wicked compelling ClickBank copy–the same copy that’s used in the coveted Top 10 of ClickBank’s marketplace–I strongly encourage you to get my guide now.

–>HURRY: Get The ClickBank Official Copywriting Guide

It’s a measly $17! Your latte habit probably costs more than that.

There’s no risk. ClickBank’s refund policy is in full force.

You have nothing to lose.

Go for it and thank you for being a part of my tribe.

Talk soon.

Nihil Obstat (“Let nothing stand in your way”),


P.S. If nothing else, check out the sales letter as a learning experience. A couple of the tactics we used tripled conversions.

–>HURRY: Get The ClickBank Official Copywriting Guide

Case Study: Dominating The Health Market With… Cookbooks?

Attention health and fitness marketers:

What if you had a simple go-to strategy to generate quality traffic and then monetize that traffic over and over and over again?

Because that’s EXACTLY what I want to share with you today–from one of the most popular health websites on the Internet.

As I write this, according to Alexa, this site is the 38,134 most visited website in the world.
paleohack2Translation? They get untold amounts of  traffic each day.

(Yes, I do see the chart and it does look like they’ve slacked off a bit for the holidays. But you’d have to admit, you and I would KILL for an Alexa rank of #38,000, wouldn’t we?)

That stated, being “king of the hill” traffic-wise
DOESN’T necessarily equal big money.

After all, you have to know WHAT TO DO with all that traffic.

So how does this popular health site generate its revenue? And what are their “under-the-hood strategies” you can apply to your own online health and fitness business?

In this special Conversion Gods report, you’ll discover:

  • The high volume super strategy that helps this health-site-that-cannot-be-named sell hundreds of mini-reports each day…
  • The subtle copywriting techniques that cause customers to snatch up simple PDFs like they are going out of style…
  • PLUS: the covert marketing plan that has enabled Paleo Hacks to amass a gargantuan list of buyers–at a time when many health businesses are struggling to entice new customers

You’ll get it all right here on this page.

How do I know
their secrets?

It’s not because I’ve studied them. Although I DO study what they do.

It’s because I’ve lived it. My team and I are the copywriters behind this popular health site’s mega-launches. (Can you tell we can’t mention them by name?)

We understand the weight loss, diet, alternative health, and supplement markets intimately.

“So why are you sharing your
secrets, Matt?” you may ask

Fair question.

Well, I can tell you it’s not to publicly gloat and beat our chests like other copywriters do. Our work (when you realize we wrote it) speaks for itself.

Nor do we need to prove how smart or sophisticated we are, how many marketing books we’ve read, or how many copywriting courses we’ve taken.

Again, when you’ve got the goods? None of that stuff matters.

What does matter however, is sincerely and without remuneration, helping your fellow marketer, your fellow copywriter.

Giving back, in other words.

And that’s exactly what I’m doing here.

Giving back. Paying it forward.

So enjoy. What you’re about to read are THE REAL SECRETS behind their strategy for monetizing traffic.

Once the lightbulb goes on, it should change your marketing/copywriting life.

The Lean, Mean
Marketing Machine…

Underneath a simple, stylish blog design, high quality content and thousands of eyeballs hitting the site each day is a lean, muscular marketing machine.

The strategy is simple:

Every single day, this ultra-popular health site
emails its readers and
makes them an offer.

Now, most people are too scared to sell something EVERY SINGLE DAY.

They fear they’ll annoy their list… they worry about being too pushy or salesy… they sweat bullets a subscriber may — gasp! — unsubscribe.

As a matter of fact, if you can offer great products that complement their interests? If you can deliver premium offers that people LOVE? The entire marketing process becomes a joy–TO THEM. And your product is seen as a blessing rather than a money grab.

This high-traffic health blog understands this. And they also know a day not selling is a day leaving untold amounts of money on the table.

Plus, there’s ONE THING they do better than most:

They Know Their Market

I know, I know. Your eyes just rolled, didn’t they?

How many times have we, as marketers, been told we must know our market?

However, just knowing your site’s demographics or how many visitors are looking at your sales pages or reading your emails just isn’t enough.

Believe me, it’s not enough to get the monetization job done.

To really get the highest conversions… to transform browsers into buyers… we must understand what makes them tick… what challenges they face… what keeps them wide awake at night.

Let’s take a look at one of our most successful campaigns to see how we zeroed in and nailed the target market.

What does this health site mainly sell? Cookbooks.

Regular old cookbooks.

Incredible, isn’t it? Despite the internet containing thousands of FREE diet recipes, people are all too happy to hand over money for a collection. Why? One word…


Rather than wade through recipe after recipe online, you can get them all together in one shiny, new PDF.

Of course, this is where the sales copy needs to work its magic.

How to make people pay
for FREE stuff…

Ok, now for the good stuff. The intel you’ve been waiting for.

There are 3 major components to the cookbook sales page puzzle:

1) The Story

2) Romance (yes, really!)

3) Killer emails

Let’s get started…

Component #1:
Stories Sell Cookbooks

While it may seem counter-intuitive for a cookbook, you ABSOLUTELY need some kind, any kind of a compelling story to suck people in emotionally. Yes–even when selling a mere cookbook!

It’s simply not enough to list recipes and expect people to buy–no matter how delicious sounding the meals.

First, figure out the thoughts, emotions, the conversation they are having in their own heads… and then meet them there.

What I like to do is hone in on a particular pain point for my prospects and build a story around that.

I’m always thinking…

What is our prospect going through right now?
Why would they even consider buying a cookbook?

  • For instance, with a launch called ‘Paleo Snacks’ (that at last count, sold upwards of 25,000 copies) we focused on the common complaint of walking into a store and having little to choose from except overpriced protein bars.

  • Paleo Breakfast Recipes addresses the morning MISERY of eating the same damn breakfast each day…
  • And for the 100,000+ Paleo Eats cookbooks that were sold, I was fortunate enough to create copy around a Cordon Bleu-trained chef.

The big takeaway here?

Pick a pain point based upon your knowledge of your market and exploit and expand on it with a story.

Trust me, when you pick the right pain point, the story pretty much writes itself.

Now I know copywriters are fond of talking about stories. But not the way *I* do stories.

The difference is night and day.

These stories are designed to speak to an individual prospect’s PRIMAL urges and desires. The things they sense deep within themselves.

Cookbooks are PERFECT for this. Because everyone understands the need for food at a primal, psychological level.

You can’t help it. The moment you see an image of a tasty meal you’d like to have, a deep psychological trigger is flipped. Even your mouth starts watering.

For instance, take a gander at this story that opened the Bone Broth Cookbook:

It’s been a long, rewarding day…

Your ancient ancestral tribe of hunter-gatherers have just finished a long overdue, fruitful hunt.

Everyone in the tribe is hungry and excited. As you look on, they’re harvesting every part of the dead animal.

Mouth-watering muscle and organ meats are taken first. Even things that can’t be eaten are scavenged to make clothing, weapons and tools later on.

Everything is precious. Nothing is wasted.

But what about the parts of the animal too tough to chew? What about those that don’t work so well for shelter, weapons or clothing?

What about the bones, hooves, knuckles and so on?

What do they do with those?

Short answer? They burn them.

That’s right.

Early ancestors would insert fired rocks into the empty carcasses of hunted animals. They discovered the heat would break down tough animal bones, creating a strangely-satisfying elixir.

Initially, they’d sip the simmering brew from hollowed-out tortoise shells.

It gave them strength, it gave them stamina, it kept them strong and vital and healthy–even in the most challenging of environments…

Notice we’re not intellectualizing here. We’re not taking them on some long winded, Luke Skywalker hero’s journey either.

No. We’re getting to the point. We’re tapping into primal archetypes and desires they can’t deny. In this case, being hungry and in want of a meal that nutritiously satisfies. Using stories EVERYONE in the market appreciates as the communication device.

Did I plan on this going in? The answer is ABSOLUTELY.

And you should as well.

With every cookbook, there is always a hook… a story that’s so compelling, it DEMANDS your attention.


Component #2:
Romancing the recipes

Merely having great recipe names inside the cookbook is not enough for massive success. (Although it helps A LOT.)

You want the reader salivating at the thought of your cookbook’s recipes.

That’s why we spend the time fine tuning the descriptions of the recipes…

… the delectable taste, the vivid color, the rejuvenating health benefits…  

… teasing the reader as if we have a hot meal waiting for them on the other side of the buy button.

Let me give you an off-the-wall example. It does the job better than I ever could.

It’s a pretty funny (if you’re a copywriter) comedy skit from Conan, called:

The Tea Copywriter Cage Match

With cookbooks, select a few of THE BEST, most delicious looking and sounding recipes and then romance the heck out of them.

Whatever you do, don’t hold back.

That said, you could do everything right on-page, but there’s one thing you need to ensure your success.

Before they even get to the sales page, you need
to put them into the right frame of mind…

I call it warming them up.

And there’s no better way to do that than with:

Component #3:
The Killer Emails

Now, Paleo Hacks is typical of a health info-business in this space by leveraging affiliates to suck in untold amounts of traffic.

Nothing new here. EXCEPT…

Cleverly, they give affiliates the lion’s share of the sale knowing this will make them promote HARD.

That way, this superior health blog gets a ton of new customers with very little effort.

And what really gets affiliates pumped, along with a high-converting sales page, are CREATIVES (such as email swipes) that resonate with their lists, priming the pump for the sale.

With the Paleo Breakfast campaign, we did just that with an email subject line that landed like a nuclear bomb. it said simply:

Subject: “Bacon and eggs, AGAIN?”

Amazing as it may seem, the sale is made right there in that headline.


The problem of being restricted at breakfast time is so great and so common for Paleo lifestylers that this single line immediately resonated.

They thought: “You know how I feel!”

And we really do.

And from that point on, it’s really a case of making sure you don’t screw up the sale.

Here’s the rest of the email:

I can remember when I first committed to Paleo.

My energy was bursting. Fat was flying off. My health was returning with a vengeance.

For breakfast?  Sizzling strips of bacon and eggs–sunny side up.

Who knew bacon and eggs would be the catalyst of my Paleo transformation?

Every day, I’d wake up, and look forward to the sound, the smell, the taste.

Until one day… I didn’t.

I had to admit to myself, I was sick of them. Not just bored or fed up of the taste, but truly SICK of them.

Now I was in a quandary. What to eat. What to do?

Going back to previously unhealthy options was out of the question. It’d been months since I had an English muffin, a donut or bowl of cereal.

And skipping breakfast altogether was simply not an option.

Scouring the Internet for a tasty and satisfying Paleo breakfast ideas proved frustrating and time consuming.

And then suddenly I discovered these recipes from Paleohacks…

Paleohacks Paleo Breakfast Recipes

Hmmmmmm, delicious. Recipe after recipe, everything I tried, tasted sooo good.

Now I finally had what I craved… Variety.

The best part?

These Paleo-friendly breakfast meals can all be made within 10 short minutes! Just as fast as whipping up bacon and eggs.

In the process, my health exploded.

Whoever said it is right. Breakfast *IS* the most important meal in a Paleo day. And double that, especially when you’re following these kick-butt recipes.

=> Paleohacks Paleo Breakfast Recipes

Let’s wrap this up…

I have to tell you, it’s kinda weird being one of the top cookbook copywriters on the face of planet.

First time I wrote for a cookbook, I admit I had my doubts.

Then after 500,000+ cookbooks sold,
I’m thinking it can’t be this simple, can it?

That’s why I decided to write this blog. I mean, who knew so much much money could be made with things that are readily available for free via Google?

But that’s exactly my mindset going in, writing a cookbook promo.

Look at it this way: I’m competing against FREE STUFF.

I simply have to do a better job. Each and every word has to count.

And that’s probably my biggest tip I can give you…

Put some muscle
into your copy

Work on it U.I.S.–Until It Sings.

Combined with the marketing strategies I’ve shared with you, I have no doubt of your ultimate success.

Good luck.

Matt and the Conversion Gods team.

P.S. If you have a project or you’d like me to review some copy of yours, feel free to reach out.

Paleohacks, as well as other long term client/partners keep us pretty busy, but we’ll make the time for you: matt@conversiongods.com

Case Study: ClickBank’s VOGenesis


10 Sneaky (Yet Totally Ethical)
Copywriting Secrets of a
ClickBank Biz Opp Blockbuster

Alvin Huang’s VOGenesis is one of the biggest earning, highest climbing ‘biz opp’ offers on Clickbank in recent years.

I wrote the copy.

Back in November 2015, it defied expectations, hitting the #1 spot in the e-business category in just a couple months. And it went on to put a smile on the face of more than a few ClickBank affiliates as it climbed as high as #8 across ALL of Clickbank.


It made, and continues to make, a TON of sales. Last time I check, its gravity was 141. (So if you’ve got a business opportunity list, I highly encourage you to promote.)

Look, even our Alvin is bragging about it on Facebook (and for good reason…)


In this Conversion Gods Case Study…

  • We’ll look at WHY VOGenesis made so much money…
  • WHY it (still) converts so well across a variety of different types of traffic…
  • And most importantly, HOW YOU can do the same…

I’m pulling no punches in this article.

Instead, I’m yanking back the curtain and revealing what makes VOGenesis a copywriting success.

And lest you think this is just me being boastful, please think again.

If you’re looking for bragging my friend, THIS is bragging:

I have had as many as 3 ClickBank offers in the Top 10 of all of ClickBank–AT ONE TIME.

I write for the biggest ClickBank product marketers out there. In the most competitive markets like weight loss, health, fitness and relationships.

And I train marketers as well as super affiliates in the craft of writing compelling copywriting in ClickBank’s own University.

Now THAT’S bragging 😉

What I’m trying to say without sounding too much like a douche is… I know whereof I speak.

Instead of gloating, I want to share with you a few of the critical “make or break” elements I learned writing VOGenesis and other Clickbank offers like it, so that you can, too.

You see, I believe the business opportunity market is HUGE.

If you have a good product, there’s no reason you can’t do the same.

Here’s how to “sell the dream”…

Secret #1:
Your Prospects Want the Easy Money
(If They Wanted to Work For It, They’d Get a Job)

Obviously, “easy” is a relative term.

That’s why regardless of the product, it’s so important in your copy to dimensionalize exactly how easy it is to make money.

You just can’t say it’s easy. Instead, say things like…

“Can you click your mouse 3 times?
Because that’s how easy it is to start making
$50, $100, even as much as $250 a day…”

(TIP: it helps IMMENSELY when your product can GENUINELY back up this promise.)

Now, you business opportunity may be hard, it may be difficult for the majority of people to implement.

If that’s the case, you have a few options:

  1. Abandon the idea…
  2. Carve off a piece of the opportunity that IS implementable and have people get started with that…
  3. Reengineer your business opportunity so that it IS easy to implement…

I’ve helped clients do all of the above. Because…

If your business opportunity isn’t easy at some level, it’s not going to convert worth a darn.

Making a business opportunity look and sound, and heaven would hope, actually BE easy like VOGenesis, is one of the true secrets to biz opp success.

Secret #2:
The “Big Unfvckupable Idea”

Your offer needs an overarching, compelling concept, a big idea or storyline.Marketoonist_21_1_2015

(There are soooo many biz opps out there, you need to outshine the shiniest of shiny objects…)

The kind of idea that works best is an idea which is so good, you don’t even need a A-list copywriter to sell it (but obviously it helps even more when you do.)

I call this “the Big Unfvckupable Idea”.

Frankly, if you’ve got a business opportunity, chances are you haven’t thought about this much.

But you should. It’ll make the difference between a VOGenesis-type rocket launch and a dud, never to be heard from again.

Tons of books have talked about this, they call these ideas “hooks.”

A hook can be a gimmick, a story, an unusual angle, a celebrity or a unique method of making money.

However today, I want to ratchet up your game to ensure your success.

In the biz opp arena, you need something BETTER than a hook.

Something so much better, you can’t lose–even with crappy copy.

Candidly, it’s not so much the words I write as a copywriter, it’s the time I spend coming up with that big unfvckupable idea that I’m compensated for.

My job is to find that idea and then once I do, turn it into something compelling.

You should invest your time doing the same.

Secret #3:
Make the Central Character in Your Story
a Composite of Your Market

In VOGenesis, our narrator, Jenny is an ambitious yet frustrated mom.

She’s tried everything to make money for her family. And everything has either been a scam or let her down.

She’s at odds with her husband who wants her to go back to work.

We used Jenny because we felt she represented our target market–work at home.

Where VOGenesis succeeds again is in our research.

As you’ve probably guessed, the majority are women. Women with kids.

That’s a good place to start. But that’s not quite enough.

In VOGenesis, I targeted moms who felt trapped and built the story around them.

They have the skills, they have the talent, but everybody wants them to either come to the office, work for peanuts or miss being there for their kids.

At times, even their husbands can be at odds with their desires.

This situation gnaws at them.

Not being able to provide… not giving their kids the best… not being there when they need them most.

This particular market is crying for help. That’s what we liked about it.

We told them “there’s a better way.”

Now, in focusing on these women, we intentionally gave up focusing on other work at home sub-markets. It was a strategic decision.

My point is this:

Figure out who is your best market, find a customer or someone associated to your business who best represents it. You can find them in your testimonials.

And then develop a fascinating storyline around them.

Secret #4:
Make Their Greed Glands Gush

Greed and envy are two of the seven deadly sins. Combined, they’re one heck of a motivator.

7 sins

This is where VOGenesis does it’s heavy lifting.

We want the prospects seeing how THEY could and should be the one making all that money.

We want to be squeezing their greed glands–hard.

Not just once, but again and again. Multiple times. And then a few more, just for luck.

By the end of it, you want your prospect salivating at the chance of making extra money using your method. Easily.

The best way I know to do that is to use an NLP technique called “future pacing.” (Google it.)

Stick prospects into the money-making picture in a not-too-distant point in time. Enjoying all the benefits of your business opportunity.

The money, of course. But also the feelings of pride, confidence and security. As well as the lifestyle elements of their newfound success.

  • The cars…
  • The houses…
  • The fame and fortune…
  • The girls…

Get them to see themselves in their mind’s eye, feeling the feelings.

A Strong Word of Caution…

Now, as you may have guessed, achieving that presents one or two challenges.

  1. You can’t make outlandish claims of easy money without falling afoul of ClickBank or the law…
  2. If you just blurt out and say “hey, you’ll make a ton of money,” it’s unlikely to convert.

Those types of claims may sound exciting to YOU but they will likely fall on deaf ears. Why?

Because nobody *BELIEVES* you. Yet.

Ok, now here’s where we got kinda lucky with the VOGenesis offer…

The product itself IS somewhat original.

You’d hope that would be the case with any product, however in the business opportunity market original products are as rare as good hair days for The Donald.  

VOGenesis reveals how to make fast, easy money as a voiceover artist.

And it’s 100% true.

It gets even better: My client, Clickbank svengali Alvin Huang actually pays thousands of dollars to voiceover artists every single month.

These people can make $250… $500… $1000 or more for an hour’s work.

So he knows how lucrative voiceover work can be to a voiceover artist.

Which leads me to the next secret…

Secret #5:
Pile On the Proof

You won’t get far with wild claims and painting rosy pictures of far-off dreams of luxury Caribbean lifestyles…

biz opp

You’ve got to PROVE everything you say, in as many ways as possible.

Especially when it comes to income and how much money a user can expect to make with your money-making system.

Now, contrary to what’s being said online, screenshots of income amounts DO work.

They may not have the WOW factor they once used to, but people still get a palpable rush seeing Clickbank and Paypal screenshots bursting with cash plastered all over a sales letter.

Why do you think this is so effective on your prospects?

Because they can’t help but imagine what it would be like for THEIR account to look like that.

They can’t help but dream.

The greed in them is strong. “Look, all this could be YOURS!”

However, I believe there’s an EVEN BETTER form of proof when crafting your business opportunity copy…

What is it?

PROOF you know what
you are talking about…

Demonstrate it in the sales letter or VSL.

A personal story serves us well here:

I was writing copy for a “get rich quick” commercial real estate training program a few years back.

Everything was going well. That is, until I asked for proof customers could make the kind of money the marketers were saying is possible.

I kept pressing them for screenshots of checks or bank account balances, anything that would further the cause.

All I got back was… silence.

More pressing by me. Probably making a nuisance of myself at this point.

One day I got a call from the top dog marketer. Into the phone he yelled…

“We don’t need no fvcking proof!
Write the damn copy!”

I was astonished. He had no proof yet, because this was a new endeavor.

However, he wasn’t telling me to lie, fake or do anything illegal.

He called me to say in no uncertain terms I needed to do exactly what I’m going to tell you to do now…

The most powerful form of proof is creating “verisimilitude”, i.e. believability. Proof you *know* what you’re talking about.


So how do you do that?

First, in my mind I start off by giving my prospects and readers enormous credit for having a highly-tuned BS detector.

Truly, nothing gets by them.

As you may already know, one phrase, one word can cause a mad dash for the back button. (Oh and don’t even think about doctoring those income screenshots. No good can come of that.)

Trust me, trying to pull one over on them, or trying to pull a fast one, and you’ll lose them in the blink of an eye.

I’ve seen it happen on multiple times, when I review recordings of visitor site engagement on http://ClickTale.com and http://crazyegg.com.

Not to mention, (and not to get too self-righteous,) but how can you sleep at night?

It’s far better to invest your time sharing an engaging, specific, believable, true story which enrolls them in the idea they can make money using your method.

In the telling of your story, you want to add tiny, almost imperceptible, experience-rich details providing an extra layer of credibility.  99% of sales copy storylines lack fundamental element.

For instance, which has more believability…

“I remember like it was yesterday. I didn’t have a dollar to my name. I didn’t even have enough for dinner.”

… OR…

“I remember like it was yesterday. I had exactly 63 cents to my name. 13 cents of it came from a last minute couch diving. I knew exactly what I would spend it on, too. Two 25-cent tacos (plus tax) and a cup of water at Del Taco over on La Cienega Ave.”

I’m sure you’ll agree the second one is far more believable.

While adding this level of description and detail is difficult on us as marketers and copywriters, the goal is to make it easy on your prospect to believe.

Remember: Your prospect desperately wants to believe you. To trust you.

We all know the reasons why.

So let’s make it easy for them.

Secret #6:
Details Matter–Describing Their Very First Sale

When it comes to a biz opp sales letter, I endeavor to detail the feeling, the experience, the physical reality of making your first cash online.

That first taste… the first sale, the first commission, whatever it is, can be a seismic event for newcomers.

If you can get your prospect imagining, feeling, sensing what it’s like to make that first glorious sale… they’re halfway sold.


  • …the heart-stopping anticipation… followed quickly by the exhilarating “this can’t be real” feeling reading your very first “Notification of Payment Received” email from PayPal…

  • …tentatively logging into your Clickbank Account… and then… feeling your eyes pop out of their sockets, your jaw drop to the floor, gasping in delight as you take in your first weekly snapshot…

  • …the proud, self-secure “nobody can mess with me”  feeling that carrying around $1000 in your wallet can have.

These are experiences few have had but everybody wants.

The experiences are universal.

Embellishing, romancing each experience for everything it’s worth is key to you creating a winning offer.

Secret #7:
Variety is the Spice of life

Have you ever watched an entire movie from one camera angle?

Have you ever watched a movie being told from one vantage point with no scene changes or character sub-plots?

The answer is no. Why? Because it would be boring.

The viewer would be able to anticipate what would happen next.

Do that in a sales letter or VSL and you’ll kill the sale.

Mix it up. Create variety.

In other words, keep it interesting, ok?

Nobody likes to read things in a structured fashion and neither should you write that way.

They skim. They’re all over the place.

For instance,

  • Should the story come before the promise of the business opportunity or after?
  • Should the call to action be at the beginning or the end?
  • Should the bonuses come after the pricing?

The answer is there is no right answer, no matter what the gurus tell you.

In fact, that is exactly why you see guru formulas fatigue.

The prospects are overwhelmed with offer after offer presented in the same fashion.

Remember Tao of Badass and their “This is a goldfish” promotion?


Everybody swiped it. Right behind it came…

  • This is a toilet…
  • This is Albert Einstein’s formula…
  • This is a glass of water…

Then, the market got sick of these.

Trust me, following the copywriting crowd is NOT how you write blockbuster ClickBank offers.

You write them as you would trying to sell someone face to face, belly to belly.

You focus on what the prospect wants, not what you want.

Which is the subject of Sneaky Little Secret #8…

Secret #8:
Keep It Light.
Prospects Are Not Interested in
the Specifics of the
(Except When It Comes to
How Much
Money They Can Make)

Now you may think I’ve just given you license to drone on and on about how great your opportunity is, drowning your prospects in a sea of details.


In fact, it’s quite the opposite.

Trust me, I’ve made this mistake. A lot.

Thinking the prospect wants to know all the facts.

The truth of the matter?

They don’t.

Surprisingly, they would rather spend the time believing the promise(s) your opportunity holds, rather than nailing down the specifics.

Listen, I’m British. We’re known for being ultra-skeptical of business opportunities.

So if I had to work off my (decidedly British) gut instinct, I’d be one out of work copywriter.

Fortunately, I am able to put my feelings aside, and focus on what the prospect wants rather than what I want.

And what prospects really want is coming up next in Secret #9…

Secret #9:
Take Your Prospects On an Emotional Rollercoaster Ride

kidSure you’ve got to sell them, but just as importantly is you have to entertain them.

You’ve got to take your prospect on an exciting ride.

How do you do that?

The first thing is you need to grab their attention. And you have roughly 3 measly seconds to make your case for holding that attention…

And then, you have to keep on holding their attention every 3 to 5 seconds after that….

(TIP: One of dumbest things you can do is stick one of those fancy schmancy logos at the beginning of your video or at the top of your sales letter. Get to the meat of your message–fast.)

Think about it…

Your prospect probably has 17 Google Chrome tabs open, the kids are screaming in the background and there’s a dozen other things they would rather be doing.

Why should they keep watching your video?

Give them a good reason. Make it so they can’t look away.

And how do you do that?

Again, tell a story.

The storyline should be far more than about how you were successful each incremental step of the way.

There should be LOTS OF DRAMA.

Unexpected setbacks, temporary failure, serendipitous moments, twists and turns as you turned your big fat failure into overwhelming success.

Success that you now want to share with your prospect.

The story should be light and fast paced. Don’t dwell on any one point too long.

For example, did you know the movie Lethal Weapon was carefully constructed to have action scenes at precise intervals?lethal

Every 8 seconds there’s a scene change. Or an explosion. Or a change in point of view. Or an explosion…

It’s part of the reason we’re so hooked on blockbuster movies as we watch. You can see similar structure in Marvel movies today.  

Keep that in mind as you put together your story.

Every couple lines you want to give your reader/viewer a JOLT that shocks them out of their neon-screen slumber. Frequently tie it all back to how your story benefits them directly.

You see, think they “think” they know how the story will go.

Maybe they do, but you inserting lots of big and little “oops!” and “aha!” events make the story so much more believable, consumable and credible.

And entertaining.

Also, make it unexpected.

In other words, can you lead your viewer/reader along so that they absolutely have to see how it all turns out in the end?

Not only does this keep their attention, but little by little, it racks up big credibility and belief points.

Gradually they begin to feel they know you, what you’ve been through, your challenges and accomplishments.

At some point in the conversation, “CLICK!”… they trust you.

They trust you enough to believe you’ll deliver on your promises.

Don’t let them down.

Secret #10:
Close… Hard

The majority of business opportunity offer I see have weak, wimpy, pathetic closes.

A weak close implicitly tells me the product owner doesn’t believe in their product. It tells me they’re scared of being able to fulfill on the promise.

In VOGenesis… and for that matter Coffee Shop Millionaire and Clickbank University and any of the dozens of biz opps I’ve crafted over the years…

I close and I close hard.

Make no mistake, if I have my way, if you watch the VSL, you’re going to buy VOGenesis.


Because it WILL change your life.
I guarantee it. I’m certain of it.

I spend as much time and as many passionate, emotional words as I can, getting you to at least consider it.

I’ll use desire as an emotion, of course. But I’ll also appeal to the prospect’s sense of logic and reason.

But I’ll save my biggest gun for last.


Fear of the future. Fear of failure. Fear of missing out. Fear of being looked down upon.

Fear of losing all they hold dear in their lives.

Fear is the most powerful motivator of them all.alvinfb

I always lock that sale down using a combination of desire, logic and fear.

Trust me, I realize what I’m saying sounds manipulative.

And no doubt, it is.

But it’s not deceptive. My words, my desires for someone are out in the open for everyone to see.

And truth be known, I’m proud of them.

Wanting the best for someone, wanting to help them change their lives is a true calling for me.

Business opportunities like VOGenesis can change someone’s life.

I know because I’ve seen the results first hand.

I believe in them so much, I’m willing to put passion into my writing, making sure they get the outcome they’re looking for.

What outcome is that?

A better life.

I’ve said all that to say now you know why the close is so strong in VOGenesis.

It’s because I believe. Alvin, the product owner, believes.

So much so, the prospect can’t help but believe.

Belief is contagious.


So that’s how I sell the dream…

These days, these 10 simple principles have responsible for generating $50 to $100 million on ClickBank alone.

That not gloating, that’s emphasizing how essential each of these principles are.

Candidly, I used to stress about each and every principle, but today they come naturally.

  • I know how to laser-in on a market.
  • I know an unfvckupable idea when I see one.
  • I know when a business opportunity looks easy enough.

And so on…

You will, too.

I encourage you, if you want a ClickBank blockbuster of your own, look at your business opportunity through each “lens”, each secret.

Mentally rank each on a scale from 1 to 10.

If any one of these ranks really low, either swap out the idea or abandon the promotion. If you don’t, you’ll just be wasting money.

Good luck, I hope this has been helpful and I look forward to seeing you someday on ClickBank’s Top 10 list!

Clickbank + Organifi = Game Changer?

clickbank organifi

I have to admit, I’m gushing with excitement for one my partners. (And if you know Brits, we rarely if ever “gush.”)

In the next few days, ClickBank is doing something they’ve never done before.

They’re allowing a marketer to sell a physical product on their platform. And my client will be the first.

Drew Canole, Founder of FitLife.tv, with a FB following of 1.2 million fans, is launching his flagship juicing-oriented product, Organifi on the ubiquitous ClickBank platform.

Pretty cool, right?

This opens up being able to sell Organifi to
hundreds of affiliates, literally overnight…

What’s Organifi?

It’s an innovative “green drink” targeted to already health-conscious people.

While Drew’s zeal is for live, organic juicing, the feedback he’s gotten is there’s a definite market for people who don’t have the time, money or desire to clean up the mess after juicing–but are still committed to losing weight, reversing premature aging, rejuvenating their health and healing chronic disease.

By the way, as a marketer, Drew’s a constant optimizer.  I love that in a client!

While the current VSL (written by yours truly) already converts against cold email drops to health-oriented lists and on YouTube… we currently have a couple more interesting variations in the wings.  Personally, I think they’ll smash the current control.

So if you have a health or juicing-oriented email list, FB or YouTube channel, it may be worth your while to promote the moment it launched.

I’m told the affiliate commissions % are crazy silly high, especially for a shippable product.

Here’s the affiliate page:


Join me in saying good luck and congratulations to Drew, his hard working team and ClickBank on their launch.

– Matt

PS: And now, I’ll be on my way. I have to crank out a couple article landers today for this puppy. The affiliates are so pumped!

PPS: Feel free to share this info with others! This is going to be big.

Enter your email address and we’ll rush your FREE special report direct to your inbox.