The "Thud" Factor?

Last night I was re-watching a few videos from Mike Shreeves Letter System course. Amazing course - highly recommend it if you want to write Sales Letters. Mike is such an amazing teacher and I love his approach to writing sales letters. Anyway, last night I applied a new technique I learnt from Jim Kwik to improve how much I remembered from Mike’s course. Basically, you only read/watch for 25 minutes, then spend 2-3 minutes taking notes. It’s proven that this will improve your focus and help you remember things. So, I took really detailed notes for this particular lesson of Mike’s. Basically, in the lesson Mike spoke about the “Thud” Factor. Ever heard of it before? Back in the days of direct response mail, when someone ordered a product they would receive a huge cardboard box full of goodies on their doorstop. When the post man dropped it off, if he were to drop it on the porch, there would have been a “thud”. That’s because of the sheer amount of products crammed into the box. When the customer opened the box, they were overwhelmed and delighted because of how much value (or perceived value) they received. And even if the customer never consumed half the products in the box… they were highly respective to another offer from the same company because they received value for their money. Smart move right? So how do you do this with digital products? Bullets! Lots and lots of curiosity driven bullets. Bullets become your perceived value. Mike says that if you only get three things right in your sales letter - make sure is this: An amazing headline Heaps of curiosity driven bullets And a very clear summary of what the customer receives when they purchase the product. See why I love this course so much? So much clear actionable content. So - I have a real life example of this. Recently I bought another $97 book. It’s a copywriting book called ‘The Black Book - By Kelvin Dorsey’. I want you to go and look at the sales page and see how good the bullets are for this page. Click here: https://kelvindorsey.com/the-black-bookcol/