The other day I wrote to you about why I think it’s silly to hand-copy sales letters.
So let me give you a great example you can sink your teeth into:
Here is a sales page by legendary email marketer Matt Furey.
Take a minute or so to check it out (read the whole thing if you want, or just skim the headings, I don’t care which — just come back here after).
How long would it take you to copy that thing out by hand?
A good hour or two, I’d think.
And if you did, you’d spend most of your time focusing on the letters and words — at the very most, the structure of individual sentences.
What you wouldn’t notice is the form of the overall letter — how the argument flows.
So you’d just be wasting your time, since the genius here is in how Matt Furey actually STRUCTURES the letter.
You’d be better off asking how he structured it, and why …
… but even that’s a trick question.
Because as you look at this page, you notice:
It doesn’t seem to follow ANY sales page template!
The lead seems to be a disjointed assortment of stories about monkeys. Then talking about how men are weak. Then monkeys again. Then weak men. Then monkeys. And then … a story about someone who discovered he was weak.
And then, only then, the product gets introduced.
Even I found it all a little odd at first glance.
And yet … it’s a great sales page.
(As you would expect from Matt Furey.)
Why does it work?
Well, there’s one big underlying principle behind this page:
Matt Furey understands that to sell a product on “Primate Power” …
He needs to get you to actually desire “primate power”.
And so the entire lead of that sales page is dedicated to just that:
Building up your fascination with the power of primates …
Contrasting that with the weakness and shame most men feel about their strength …
And then — by jumping back and forth between the two — voila!
The desire is born.
You believe you need “primate power” … and lo and behold, there is an offer for a product with “primate power”.
It’s one thing for me to point this out to you in someone else’s sales page.
Actually doing it in your own copy is a whole other barrel o’ monkeys.
Especially doing it the way Matt Furey did here, by alternating back-and-forth … that’s some high-level ninja ape stuff right there.
Ain’t many copywriters in the jungle who have the coconut to do that kind of sales writing.
But — your humble primate narrator here is one of them.
So if you’re going bananas with all these cheeky chimp jokes …
And you’d like to get my opposable thumbs writing YOUR copy in a way that makes people “believe” they need your thing like a baboon needs a tree …
Okay, I’d better quit now … all this silliness is gibbon me a headache!