#1 WORDS ON FIRE: What Did It? Carline Anglade-Cole

Let’s start off our copy breakdowns with an absolute blockbuster promotion from the A-list Carline Anglade-Cole!

As you can see, this lead is very direct. Direct means that very early on, the reader knows that they will be sold something.

Why does Carline do this? Well, she understands that the company: “Health Resources” is very well-known. 

A general rule of thumb is: Leave anything out of the headline like you, the guru, or the company, if the reader doesn’t know them. 

And in general cases, putting the product in the headline can kill the sale as the reader's skepticism shoots through the roof.

But in this case, Carline, the A-list copywriter and Clayton Makepeace's mentee knew her audience very well.

Also, having spoken to Carline about this exact promotion, she told me this was one of many tests and it was the winner. 

Anyway…

She meets the reader exactly where they are (High blood sugar), provides an immediate solution and promise, and builds curiosity by talking about 7 stellar nutrients this supplement contains that can help them lower their blood sugar levels. 

But what’s important is… There’s excellent proof to destroy the reader's skepticism, at least getting them interested enough to read further. 

First the weaker proof: She claims that this is all natural and the 7 nutrients are scientifically proven. There’s no real proof yet, but it's enough to interest the reader to find out if these claims are true or not. 

Secondly, the strong proof being the amazing testimonial right below the sub head. This testimonial shatters their skepticism, and also clearly identifies the target market range in the 50-60+ year old individuals. 

This front cover has it all. She even has the added incentive: “Guaranteed to work or it's free”. 

The only thing going on in the reader's mind at this point is “This is interesting, let me see what this is all about”... And that’s all that is needed.

The subhead on the message goes in with a very interesting angle. An analogy. The analogy as you’ll see is very simple, engaging the reader and getting them in agreement. 

Agreement is very important at the start of an ad. 

Notice how I said this is an “Interesting” angle…

That’s exactly what Carline wants. To stand out from the competitors claiming the same old boring stuff. She wants the reader engaged so they are most susceptible to influence. It also makes the reading interesting. And with that being said, let me add in another simple lesson here.

Marketing Sin #1: Never make the reader confused, skeptical or BORED! 

Your writing should always be interesting. 

And here’s the best way to make your writing interesting, use mystery, unpredictability, creative angles, things that are NEW NEW NEW. 

Humans live extremely boring lives, most of the time, and having something new and exciting for them to read will immediately make you stand out, and boost the chance of the sale being made.

Now, a little disclaimer: what you’ll notice from this point onwards, is that the “lead” almost merges with the sales argument. Since Carline's headline had the product in, this is very normal, so don’t be surprised.

If you want to learn more about leads, or specifically the offer, I recommend reading “Great Leads”.

Anyway, I’m going off track here. Onwards…

As you can see, she carries on her little analogy here. It is dead simple. Why? Because the main point of this angle is to get the reader nodding their head in agreement. 

As a psychological principle, this makes them more susceptible to influence of the following claims.

Very smart, huh?

And she carries on explaining something really important.

As you read about her explaining how insulin moves glucose into cells. YOU might think: “Well, duh, I learnt that in school”.

But, here’s what’s important. Carline knows that her audience is older. This information is purposefully put as a little reminder, not leaving anything to chance, and making sure… DOUBLE sure… there’s no confusion.

Remember my marketing sin earlier? NEVER leave the customer confused. And of course, you can expect Carline to never make that mistake!

As she moves on with the copy, she really agitates the problem…

She makes them aware of some already existing problems AND problems they may not even know about. 

What’s the aim? To get them emotional and anxious of their own health. 

Then, by giving stats on how many Americans suffer with sugar problems, you’re totally hooked into the ad. You want to find out how this solution can help. The sale is definitely nowhere near made, but you can be sure that the reader is very interested at this point in time. 

And Carline builds even more curiosity with the claim: “This discovery may save your life!”

Let’s take a moment to relax… What has Carline done so far, and what do you think the reader is thinking at this point?

The reader is certainly pretty anxious. They’re definitely open to explore what this ad has to say. But they’re definitely still skeptical. Still no proof has been provided to back up the claims made.

So onto the next section:

Now, the guru is introduced briefly. He’s the president of the nation's leading nutritional companies. The readers thinking, okay, I guess I can trust this guy.

Then he moves on with the claims. 

“When you’re blood sugar is improved you get X benefits”

Carline is now building desire for the product. Providing a bit of relief. Like yes, your blood sugar can lead to these problems, but solving it can help you do more than just fix problems. 

Side note: Look at how the designer has put the problems and benefits next to each other too. People can quickly scan and contrast the two together… Smart!

After the benefits, she handles a great objection. Why? Because at this point, the reader is about price, side effects etc etc. She predicts their train of thought ahead of time.

This builds rapport with the reader, and ensures there’s no unanswered questions left in their mind. 

This is very important with sales copy. Objections must be handled ahead of time. 

Imagine skepticism as a wall. Each layer of brick is an objection. By the end of that piece of copy, even the most skeptical and cynical prospect, with a wall larger than Donald Trumps, should have it crushed to mere dust particles on the floor.

And look at how cleverly Carline leads on from here… She handles yet another barrier to the sale. PRICE. 

Then another barrier (Okay, but is this safe?)... OFCOURSE, other people in your position have tried it and solved all their blood sugar issues.

And then, not leaving a single thing to chance, as she knows that many readers will still be pretty skeptical. 

She says, “skeptical? I sure hope so! But you won’t be for long - I promise!”

I could create an entire psychology lesson on just these 3 paragraphs before the copy gets into the real meat of the sales argument. 

By this stage, the reader is anxious, and ready to solve their problems, very desirous of the product (Not necessarily sold, but very interested), they trust the guru enough to read on in the copy, PLUS, the curiosity is through the roof!

They still don’t know what the nutrients are, if it can even help (there’s still not much proof up to this point, only claims.)

I mean, do you see how powerful this stuff is?

Every line and paragraph is professionally placed to get the reader in a complete state of open mindedness and curiosity. The hooks are in deep and anyone with blood sugar problems will not be able to take their eyes off this piece of copy.

Excellent stuff by Carline.

Anyway, I’ll cut it off there since this is already getting pretty long.

If you want the rest of this ad analysed, leave a comment and I’ll try to find some time to get a full video out!

See you next time!

➡ Efe

P.S. For deeper information on funnels and scaling your biz, check out Red Hot Reports by clicking [THIS]