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Read to what this legendary mentor to
dozens of today’s top copywriters says you MUST do to
get prospects to engage with your marketing in today’s noisy climate…
Hey it’s Todd Brown.
So, a couple weeks ago, I finally decided…
It was time to call Paris, France…
…to speak with the legendary mentor to dozens of today’s top copywriters.
I wanted to get his unique insight on the massive change we’re seeing with one of the most critical parts of all of our marketing funnels.
Mine and yours.
With the virus and quarantine and the economy, things have changed so much in terms of what marketing messages people are now paying attention to and engaging with… and which ones they aren’t.
Certainly, the topics… the ideas… the marketing hooks which used to work to get and hold attention, aren’t working nearly as well anymore.
You know this… You’re likely seeing it today with your own marketing?
Obviously, when it comes to getting people to engage with your marketing campaigns, there’s nothing more important than the Lead of your marketing message…
…that’s the first 300-500 words you say… whether on video, on a webinar, or on your sales page.
If you’re off the mark with your campaign Lead — those first 300 – 500 words — even just a little, you’re losing prospects before you have the chance to expose them to your marketing message.
A boring Lead… a hyped-up Lead… an out-of-touch Lead… or just a Lead phrased incorrectly… and lots of your prospects are just bailing from your marketing campaign. And you’re, obviously, losing-out on lots of sales.
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So, of course, smart marketers are now adapting their campaign Leads — the first 300-500 words of their marketing message — to what’s working now.
This question is…
what is working now to get your prospects to stop what they’re doing and pay attention to your marketing?
That was the question I wanted answered.
That’s why I called France.
Now, everyone who’s anyone in the world of direct response marketing agrees… when it comes to putting together powerhouse Leads, there’s nobody who knows more than legendary direct response copywriter, John Forde.
Or, Jack as he likes to be called.
So I knew I had to reach out and do whatever I could to get Jack on Zoom with me and my Marketing Director, John Mulry… so that we could find out from Jack what’s working with Leads and Lead types today.
Now, before I tell you what Jack shared with us, please understand the value of hearing Jack’s insights on anything related to the topic of Leads and constructing flawless campaign openers.
First off, Jack Forde is not only the behind-the-scenes mentor to dozen’s of today’s top copywriters…
He’s personally been writing the copy for home run marketing promotions for over 25 years now.
In fact, his copy has brought-in hundreds of millions of dollars for his clients across multiple industries.
So when it comes to constructing campaign leads and openers, Jack is a wizard… and is the go-to source for the most effective Lead methods working today.
Now, look… if you’ve been around marketing for any length of time, you’ve no doubt heard how…
Marketing research shows that 80% of your marketing campaign’s success comes from your headline and lead.
But, the fact is, as you’ll see, today, what you say to open your marketing campaign is even more important.
Even more decisive when it comes to whether your marketing is going to be effective or not.
According to legendary copywriter, Herschell Gordon Lewis…
“You can create a brilliant offer for a product or service everybody wants. But, unless the Lead is a ‘grabber,’ you won’t be competitive. Shortened attention spans and increased skepticism have added new rules for an effective Lead.”
And Herschell Gordon Lewis isn’t the only one saying this.
Even renowned financial copywriter, Mike Palmer — the guy behind the famous End of America promotion, preaches, today…
“The Lead is by far the most important part of any marketing campaign.”
Legendary copywriter, Bob Bly, goes even further, saying, today…
“Your Lead either forges an instant connection with the prospect — or the promotion fails.”
And this is why Mark Ford, one of my earliest mentors and the marketing wizard behind the 1.5 Billion Dollar a year Agora Companies, says, when talking about the Lead…
“90% of your success depends on 10% of the copy you write. Get that 10% right, and you’ll have a golden career. Fail to master that 10%, and you’ll be eating ketchup sandwiches. The 10% is the 300-500 words that make up the “Lead” of your marketing campaign.”
Mark even goes on to say…
“We’ve been making this point to direct marketers and copywriters for many years now.
In the beginning, the idea was greeted with skepticism.
“How is it possible that a few hundred words could have such an impact?” the Doubting Thomases asked.
And so, we proved it to them by testing two otherwise-identical sales letters that had two distinctly different LEADS.
And overwhelmingly, one would significantly outperform the other.
One might get, for example, a response rate of one-half of one percent.
The other would respond at double or triple that.
Nothing else would be changed. Just the Leads.
It was the LEADS that made such a profound difference.
Eventually the disbelievers were converted.
Nowadays, most marketing experts and copywriting coaches accept the importance of the LEAD.
They have seen the tests.
They can not dispute the facts.”
So, it’s a fact:
If you want your marketing to get attention and produce sales, you must… MUST…
Make sure your first 300-500 words do the job they need to do…
We’ll talk more about what that job is in just a bit.
First, I want you to understand why having a properly set-up Lead for your marketing funnels is even more critical today than ever before, yet trickier than ever.
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Because your prospects are even more distracted… more occupied… more sensitive today than ever before — with everything going on in the world right now.
People, in general, including your prospects are simply not paying the same level of attention to the marketing hooks and openers and leads which were working even just a couple of months ago.
And this is why the entrepreneurs and marketers still using the same approach to the way they set-up the opening to their marketing messages in the past are now seeing:
– Less sales
– Less conversions
– Less buyers
And having a brutal time trying to make their traffic generation efforts work.
A lot of wasted time and a lot of wasted money.
All because these entrepreneurs and marketers are clinging to what worked in the past… and haven’t adapted their campaign Leads to what’s working today when it comes to capturing their prospects’ attention.
Meanwhile, the entrepreneurs and marketers tweaking their campaign Leads the right way, are not only still seeing sales, many are seeing more sales than ever before.
It’s crazy how effective having the right Lead… the right first 300-500 words for your campaign… is, today, when it comes to seeing sales.
And that’s why I reached out to Jack Forde.
Because I knew he could share with me and my team exactly what’s working right now when it comes to having a compelling Lead in today’s crazy environment.
Jack and I, and my Marketing Director, John Mulry, jumped on Zoom.
And for about an hour I peppered Jack with question after question about his insights on structuring an effective Lead today.
Of course, I recorded the whole thing.
Thankfully, because what Jack shared was priceless.
Now… no joke… I’ll tell you how you can get a copy of the entire, unedited recording of our Zoom call, FREE, in just a minute.
But, first, let me share a tiny bit of what you’ll hear Jack sharing with us on this Zoom recording.
Are there any approaches to campaign leads no longer appropriate… ones you shouldn’t be using right now?
Should you or shouldn’t you tie your campaign to the stuff going on in the news?
The one objective which now guides how Jack approaches setting-up the openers to his marketing campaigns.
What the legends of copy taught… which many entrepreneurs and marketers are still doing today… that is no longer effective right now.
The one feeling you must conjure in prospects within your Lead which is more essential now than ever.
One thing you should absolutely remove from your campaign Lead to prevent your prospects from bouncing.
What you should avoid saying or doing in your Lead right now.
How to know if your marketing idea is no longer appropriate for your market right now.
Jack even shared his simple technique for creating the feeling of a personal interaction with prospects within your Lead… something Jack calls the “Promotional Meeting”
And so much more!
This one call has been… and continues to be… worth its weight in gOLD for us.
In fact, just about two weeks ago (as of the publishing of this video) we launched a brand new campaign using just a couple of the gems Jack shares about Leads…
And the campaign is already the single most profitable new customer acquisition campaign we’ve had in almost two years.
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I have zero doubt you’ll find the recording of this Zoom call equally as valuable as well for the campaigns you have right now and any new ones you may be planning on launching.
let me tell you how you can download a copy of the entire recording
And why I’m willing to share this with you.
First reason I’m willing to give this to you, FREE:
Because nothing… and I mean nothing… can impact how well your marketing produces sales more than the Lead of your campaign.
And this recording can help you dial-in your campaign Leads.
Second reason I’m willing to give this to you, FREE:
Because it’s an ethical bribe as part of an offer for something even more valuable than just this one-hour recording.
Well before the quarantine, I brought Jack in from Paris… to Orlando, Florida…
To have him spend an entire day with a few dozen clients teaching them, from A-Z, his entire methodology and approach for crafting ridiculously captivating Leads.
– He showed them, no matter the environment or economy or market sentiment, how to identify the perfect Lead for their product and audience.
– He showed how to open your marketing campaign with a BANG!… so you captivate your prospects… sucking them in to consume your entire marketing message.
– And, he taught a system… which you can use over and over… so you can repeatedly have the most effective opening possible for your marketing campaigns at all times.