The first time I wrote for Jay Abraham, the legendary marketing expert, it was a rush job. Stephen Pierce and Rich Schefren were introducing Jay Abraham to the world of online marketing through a teleseminar and sales were slow. The opt-in page and sales letter had been written by Michel Fortin. They were getting a huge number of opt-ins but there were very few sign ups.
It was their first opportunity to work with Jay and they wanted to impress him. They wanted to show him their skill online and were counting on a huge showing. There was just one problem. No one was signing up for the teleseminar.
Rich Schefren approached me and told me he needed a letter written for Jay with a catch. The letter needed to be written in a single day. Was I up to the challenge?
We picked a Sunday and Rich showed up at my office to make sure I didn't move from the computer. He informed me that whatever I needed, he would get. My office became my prison for the day with Rich keeping me supplied with Diet Cokes and running out for meals and snacks. My job was to sit and the keyboard and create.
It was a grueling day. I was very familiar with Jay's teachings and concepts but they had never been applied or translated to the online world.
Those were the days of really long copy sales letters. My recollection was that the Jay Abraham Internet Strategies letter was nearly 30 pages.
The letter had to be perfect because Jay had to approve it. I was reaching deep into my bag of copywriting tricks but the main thing I had to keep in mind was keeping the letter simple.
A lot of people in the online world had never heard of Jay Abraham so I had to not only introduce him but build his credibility. And I had to make the case that what Jay had done in the offline world was important online.
My original headline was, “How a 55 Year Old Marketing Genius Who Can’t Even Use A Computer Can Double Your Online Business Overnight!”
I submitted the letter and prayed Jay would approve of the letter. In fact, he loved it and went on to hire me several times to write for him. It was like a rookie being plucked from the minor leagues to hit a home run.
Jay left nearly all of the letter intact except changed the headline to: “How a 55 Year Old Marketing Genius Who Can’t Even Use A Computer Can Double Your Online Business Overnight!” -Then Redouble It Again
Over The Next 12 Months.
The letter was a huge success. The teleseminar went on to gross over six hundred thousand dollars and went on to create three coaching programs that brought in millions of dollars to Jay, Stephen, and Rich. It also blasted off my career as a copywriter.
I went on to write for Jay three more times. The next time was for his "Swinging for the Fences" seminar. At the time that I was hired, they were days away from canceling the seminar. I had to do something immediately to buy some time.
I quickly drafted the following email which was sent out to Jay's list:
Subject Line: First Name, Next Wednesday, Your Competition Throws in the Towel
Dear First Name,
The atmosphere inside my office is growing, magnifying,
and becoming palpable by the moment with excitement.
My staff has seen its share of frenzy but a freshly charged
sense of anticipation is growing each day as the
unofficial count-down has begun.
My associates have insisted I let you in on the latest development.
But like Michelangelo refusing to let Pope Julius II glimpse
the Sistine Chapel until it was complete, I’m painting the final
brush strokes on what I am convinced will rank as one of my masterpieces,
keenest insights, and greatest opportunities for your business to soar.
So, I’ll let you in on a secret. Next Wednesday has the
potential to be a landmark day for your business.
At precisely 9 AM, I am going to click the send button on my
computer. In a nano-second, you should see my email in your inbox.
For heaven’s sake, keep your finger away from the delete key.
First name, turn off the phones, close your office door, and take
a deep breathe before reading. A brief prayer that you read the email
before your competitor does would be in order.
In fact, I suggest you put a post-it on your monitor
so you are one of the first to get the news.
One last thing, please, warn your staff to disregard the
cheering they hear coming from your office next Wednesday.
The email brought renewed interest to the seminar and it filled the room. At the seminar, Jay stood up at the front of the room and announced, "Anyone who needs a copywriter should hire Harlan Kilstein."
My copywriting career took off.
If you'd like to discuss working with you on a project such as the many I worked on with Jay Abraham, please visit me on my Contact Us Page