In the first eleven seconds of Tai Lopez’s video sales letter for 67 Steps, he’s already powered on the engines of persuasion in 3 ways:
- He’s promised free content about wealth and money
- He’s broken the pattern of the viewer’s daily life
- He’s forged a war against a shared enemy (and earned a mark of trust from his audience)
How the hell did he do that?
That’s exactly what I’m gonna show you in this article. You’re gonna get a complete breakdown of every copywriting element Tai Lopez uses in his video sales letter for his 67 Steps program.
And I hold nothing back.
The tactics in this article can absolutely get you more conversions—if you handle them correctly.
But here’s a fair warning: this is advanced tactical stuff. No beginner tips here. If you don’t have a clue what copywriting is…you’re gonna struggle through this article. I guarantee it.
But you don’t need to be a career copywriter to get value from this article.
I wrote this for marketers and business owners that have at least a basic understanding of copywriting. So if that’s you, and you want DEEP tactics to maximize the persuasion of your next video sales letter…stick around.
Also, another warning: you might think it’s a good idea to skim this blog post and save the rest for later. It’s a long-ass blog post. But here’s why that’s a bad idea: I don’t control how long Tai will keep the 67 Steps video sales letter up on his website. So if you want to study this breakdown before the video is taken down, I suggest you read this blog post ASAP.
Let me ask you a question:
How badly do you want to understand the psychology behind one of the most successful video sales letters on the internet right now?
Seriously. Think about that for a second.
If you don’t care to know what the smartest business owners are doing to dominate their markets—this article isn’t for you.
If you’re okay posting a 5-minute video you recorded on-the-fly to sell your products and services…again…walk away.
But if you’re serious about creating a high-converting video sales letter…and you’re struggling to write the script yourself (or you hired someone else to do it and not sure about the quality)…the tactics in this article will teach you money-zone copywriting tricks to include in your script.
Why am I so confident these copywriting tactics will help you? Because I’m going to show you how Tai Lopez used the same exact tactics to dominate the business category in Clickbank. I’ll show you what Tai does first…then explain how you can use the same tactics in your videos.
Don’t know who Tai Lopez is? Maybe you’ve seen these ads in your Facebook feed recently:
But guess what? It’s not important to know Tai Lopez's background to benefit from this breakdown.
Alright. One more thing. I condensed every tactic mentioned in this blog post and created a free PDF download for quick reference. If you want a treasure box of 91 copywriting tactics to improve your video sales letters immediately, click on the "Download Now" image to the right.
Ok, for those of you that need a quick refresher on why video sales letters are hardcore sales-boosters, here’s a refresher…
Refresher: Why video sales letters?
You might already know these stats, but:
Video sales letters are impressive conversion catalysts.
The combination of video and persuasive writing is hypnotic. Top earners on Clickbank are using them to reach new heights in their marketing and sales almost exclusively.
That’s all great…but how the hell do you write a winning script for a high-converting video sales letter?
That’s exactly what I’m gonna show you today. Here’s what you’ll learn:
- Over 60 granular copywriting tactics found in the Tai Lopez 67 Steps video sales letter
- The persuasive structure of Tai’s video sales letter
- The psychology of various visual elements and body language cues in his video (and how they subconsciously persuade viewers)
But before we get into it, let me show you how to get maximum value from this blog post…
How to read this blog post
Here’s the way I suggest you read this blog post for maximum value. This three-step approach will give you a deep understanding of the psychology behind Tai’s video sales letter (VSL):
- Watch the VSL in its entirety. There’s an important reason for this: you’ll need to get the full emotional impact of his persuasion tactics to understand how they affect viewers. Take brief notes about the emotions you’re feeling while watching…and what he said to evoke those emotions. Nothing more. Watch the video here. (Disclosure: This is an affiliate link…gasp! That means – at no extra cost to you – I receive a commission if you decide to later purchase the program. That said, I purchased and used this product without sponsorship from the vendor and found it to be valuable.)
- Come back to this page and read the entire blog post. I’ll be going through the various tactics in this VSL and explain why they work.
- Watch the video one more time with a better understanding of the tactics. Once you learn the tactics, you’ll train your mind to recognize them on demand and use them to persuade your audience.
Another thing—I’ll reference only “products” for the remainder of this blog post, but they can be used for both products AND services. To avoid redundancy, I’ll only refer to “products” in this blog post.
Last tip—this VSL structure is not a be-all-end-all framework. The purpose of this breakdown isn’t to show you the “only way” to create a VSL. There are many ways. What I’m doing here is providing you with one example of a framework…and pointing out various tactics as they emerge.
It’s good practice to have a framework like this when starting your own VSL…but feel free to adapt these tactics to make them work for your business.
Alright. Watch the video here (affiliate link). Then come back and we’ll get started with the VSL breakdown:
At the start of the 67 Steps VSL, Tai points to a sketch behind him called the “Pyramid of Wealth” and promises to teach you three tips about money. The pyramid drawing is a Pattern Interrupt.
What’s a Pattern Interrupt?
A Pattern Interrupt is something you say or do to break people away from their habitual daily routine. The goal is to get your viewer to wake up from their normal way of living and focus on something new. Once you do that, you’ll have their full attention.
This Pattern Interrupt is content. It’s useful information. In the mind of the viewer, there’s no reason to exit the page yet. As a result, viewers still have their guard down.
Here’s a fact related to Tai’s pyramid pattern interrupt: pyramids symbolize ascension, wisdom, enlightenment and illumination. In other words: you’re gonna learn something you didn’t know before and it’s gonna make you wiser. Tai’s use of symbolism was probably intentional.
To create a pattern interrupt, you can use gut-wrenching images, shocking statements, a nonsensical video, a weird sound…or pretty much anything that’ll get people to stop and think, “What the hell just happened there?” Just be careful it doesn’t feel gimmicky. Make it relevant to your message.
Ok, now that Tai’s got everyone’s attention, let’s see how he leads viewers deeper into the message…
In case you need a refresher on the definition of a Lead, a Lead (in the words of copywriting legend Michael Masterson in his book Great Leads) is the first 20% of your copy that has 80% of the emotional impact (affiliate link).
Tai starts the VSL with a lesson lead. This type of lead feels more like a webinar or seminar presentation. It feels like you’re gonna learn something valuable. The “education-first approach” is clever because it dissolves sales barriers…and doesn’t feel like a sales pitch.
Right at the beginning, Tai starts planting Open Loops all over the place. Open Loops are small statements that promise valuable information later in the presentation. He does this by using phrases like “I’m going to give…” and “I’m going to show you…” As a result, the viewer has a reason to stick around and watch the rest of the video.
Tai makes plenty of promises. Some of his promises include abundance, freedom, social growth and health. The Promise of Benefit gives viewers a sense of hope that those benefits will come if they watch the rest of the video. …and Tai even talks about the benefits as though they’ve already been achieved. Using phrases like “your social life is growing…” helps viewers visualize a better future.
But here’s the interesting part: he’s giving you the Promise of Benefit as a lesson. He’s giving you free content and promising you a path towards financial freedom simultaneously. He’s using a fat marker to write out “health” and “prosperity” in his pyramid. And in the few silent seconds it takes him to write those words out…viewers will probably feel like they’re in school.
Definitely not in a sales pitch.
Next, Tai shows Empathy for the Audience. He understands and shares the same struggles with his viewers. By pointing to the word “debt” and using phrases like “most people in the world end up here” and then “I ended up here,” he’s empathizing with his audience. This is powerful for good reason: Tai’s leveling himself with his audience. He’s showing his viewers he’s been in the trenches and understands what it feels like to be in debt.
But he was able to find his way out. Viewers assume he’s found a solution for debt because he’s teaching them how to have financial freedom…so he must have the answers. And now that he’s built empathy…he’s gained their trust.
Next, Tai Identifies Symptoms of the Problem. He describes people who are struggling because they’re “overweight…not feeling good” and in a “tremendous amount of debt” and “don’t like their life…” He also provides a bit of Proof about the magnitude of the problem by providing stats for depression and loneliness. By identifying the problem and showing how widespread it is, the viewer is more likely to see their own connection to the problem.
This is a critical step…so take note. Your audience needs to believe they’re part of the right audience for persuasion to take place. You must correctly identify symptoms of the problem so the right people are engaging in your promo.
Let’s keep going.
Tai then calls on a Celebrity Expert to make a point I like to call Caution…Don’t Fall Into the Trap! Here’s what he does: Tai mentions a Warren Buffet quote cautioning people to break bad habits before they become dangerous. In effect, Tai uses the authority of Buffet to make his own point stronger.
Then, Tai pairs this celebrity warning with the Promise of Hope by saying “You can rise up.” This is very important to understand: the Promise of Hope balances harsh warnings. When you want to alert your audience about a potential pitfall, pair it with the Promise of Hope so the sting of the warning is anesthetized by the promise of a cure.
To draw his viewers close, he pulls out the Campfire Voice early. The Campfire Voice is a writing style that feels intimate and personal…not only in tone…but in content. When he talks about financial struggles, he says, “I saw this even in my family.” This information is personal…not something you just give out to anybody for no reason. And there’s a reason for it in this VSL: to draw viewers into his world…to sit side by side with them…like a warm campfire gathering.
Tai also brings out the Crossroads tactic early in the VSL. The Crossroads tactic is the point where you say something like “You have an important decision to make. Do nothing…or change your life today.” This tactic is usually found at the close, but he pulls it out early…adding to the urgency of making the right choice today.
At the end of the lead, Tai closes with a final push using the Imagine Your Life… tactic. With this tactic, it’s like giving your viewer a pair of virtual reality goggles. He uses phrases like your “body’s starting to recover” and “not only do you feel good, but you feel amazing.” These phrases help viewers imagine their lives as though they’ve already received those benefits. He’s doing the Law of Attraction FOR the viewer.
So far so good…but how do we know Tai is a credible source of information? His Origin Story will help with that…
I’ll briefly define Origin Story in this context. Origin Story is the bottom-up narrative of the product or service creator. Basically, it’s the story of how the product creator came to be where he or she is now. It lays the groundwork to develop authority and credibility in the offer.
Tai starts his Origin Story with the nightmares of his past. This is a tactic I call Starting at Zero. He starts his origin at the lowest point of the story…the darkest moment. With $47 dollars in his bank account and living in a mobile home…how in the world did this guy get to the top of the “Pyramid of Wealth”?
Starting at Zero is a classic storytelling technique. It’s the point of highest drama. It’s that point when you’ve lost everything…and the future looks hopeless. But since we all know Tai got out of poverty and is now a multi-millionaire, we’re left wondering—how did he do it?
Most viewers will be curious to find out.
I won’t go into Tai’s entire Origin Story, but here’s an important strategy to take note of in his VSL: he mixes Origin Story with POWERFUL copywriting tactics. He’s not trying to win best screenplay for his storytelling skills. He’s using storytelling to ENHANCE the persuasiveness of his message.
For example, right at the beginning of his Origin Story, he uses Grounding to increase realism…thus increasing the integrity of the message. Grounding is a tactic that pulls your viewers down from the clouds and grounds them back in reality.
Tai uses Grounding with the phrase, “It’s not about who has the most money.” This phrase gives insight into Tai’s values…that he believes there’s more to a successful life than money. And I’m betting most people believe that inherently.
Tai isn’t shy about pushing Massive Benefits like wealth, health and an awesome social life. But to balance the sensationalism of those Massive Benefits, he uses Grounding to loosen the bonds of skepticism.
If you want to get really advanced, you can use a combined tactic I call the P/G Couplet or the Promise/Grounding Couplet. It’s a powerful way to get your viewers to believe promises that sound unbelievable on their own.
The way you use a P/G Couplet is to combine a promise and a grounding statement together back-to-back. Here's an example:
- Promise: "You can make thousands of dollars in passive income in as little as 4 weeks."
- Grounding: "But everyone's situation is a bit different. It might take you slightly longer or it could happen faster for you. It really just depends on your level of commitment to this system."
The promise makes a statement some might think is unbelievable...which could lead to skepticism. But the grounding statement concludes your results will vary based on your effort. That's a reasonable truth...and your ideal customers will appreciate the realism.
So the end result is this: You'll have more control over skeptical reactions to your copy.
Okay back to the show.
Another copywriting element Tai uses is the Shared Enemy. The Shared Enemy is someone or something both you and the viewer can point to and say, “That’s the bad guy.” In storytelling, the enemy is the antagonist. But in copywriting, the Shared Enemy is the point of blame for both you and your viewer.
The Shared Enemy in this VSL is the U.S. education system. Not simply teachers or lawmakers…but the WHOLE establishment. He blatantly lays blame on the system saying “the system has failed us…” This tactic is a perfect way to get on the same side with your viewer and position yourself as a trusted advisor.
Yet another copywriting element is The Building Blocks of Authority. This is a great way to sprinkle hints at your achievements to build authority…without barraging your viewer with every accomplishment since your 1st-grade spelling bee award.
Building authority in your message is like stacking bricks to build a brick house. Eventually, the stack will look like a house…but you can only lay one brick at a time. If you just plopped a truckload of bricks on the driveway…it’ll just be an annoying eyesore.
Tai uses The Building Blocks of Authority by mentioning his TEDx talk about reading a book a day plenty of times…but not all at once. That’s why this information sounds less like bragging and more like a way to build credibility and authority in his message over time.
Alright. The viewer is now emotionally hooked. But their left brain is firing warning signals…and looking for logical reasons to keep watching. It’s time to reason…
Next, Tai gives logical reasons why people should believe and buy from him. This is the Reasoning section. There are countless ways to do this, but I’ll show you how Tai skillfully injects logic into his pitch.
(Quick side note: even though this is a new section in the VSL, the Origin Story isn’t over yet. Tai continues to thread his story through the next few sections.)
Before pulling out the logic, Tai primes his audience to accept his claims.
To do that, he starts the Reasoning section with more free content. I won’t go over exactly what he said in this article, but here’s why repeatedly giving out free content is important in a VSL: it maintains the favorable belief that the video’s purpose is to educate…not to sell. As a result, the viewer is less likely to click away from the page.
Next, Tai talks about the Symptoms of the Problem again. He’s reminding viewers about the problem for a reason: his product will soon become the solution to the problem and viewers need to be in the right mindset to receive it. To do this, he uses the 1st-person phrase, “I feel like I’m behind right now,” to reveal a Symptom of the Problem…and then presents a bigger problem: “But you’ve plateaued.”
The combination of free content and repeating the Symptoms of the Problem puts viewers in a receptive mindset before moving into the main sales argument.
Alright…let’s move into the main reasoning section.
Tai takes another shot at the Shared Enemy, but this time, he points out one of its evil False Truths: the U.S. eduction system lied about your life’s purpose.
He enlightens you with this fact: your unique life purpose comes from YOU…not the Shared Enemy.
Take that, U.S. education system!
And another shot: the Shared Enemy Flaw. Tai points out the U.S. education system’s failure to teach us how to self-motivate and overcome procrastination. We all know the statement is true. Most schools EXPECT you to be self-motivated and overcome procrastination…but they don’t teach you how to be intentional about doing these things.
That’s a major flaw in the system.
Here’s an important point about the Shared Enemy Flaw: it needs to be a truth MOST people already believe. By bringing up this Shared Enemy Flaw, Tai’s merely affirming a belief the viewer already holds…and all it does is encourage a head nod.
To agitate the Shared Enemy further (and get the viewer on his side more), Tai deepens this tactic into something I call Shared Enemy Flaw: Side Effects. This tactic shows a cause and effect relationship between the enemy flaws and the subsequent side effects.
There are three important benefits to using this technique:
- It clearly reveals a relationship between the shared enemy flaws and the symptoms of the problem
- It allows you and your viewer to attack the enemy from the same side
- It subconsciously tells your viewer, “See…it’s not your fault.”
Let’s break this apart.
The Shared Enemy Flaw: Side Effects tactic gets your viewer fired up. For example, the failure to teach us how to self-motivate and overcome procrastination has DEVASTATED many people’s dreams. The school system’s apparent stance on the matter is either you’ve got the skills to succeed…or you don’t. If you don’t…you’re shit out of luck.
According to Tai, the research on this shows otherwise. Self-motivation and overcoming procrastination can be LEARNED. So when Tai starts telling viewers these things are achievable—but were kept from us by the Shared Enemy—how do you think the viewer feels?
Angry? Pissed off?
Yup…and ready to attack the enemy.
A side effect of the enemy’s flaw is that viewers now have to relearn EVERYTHING they believed about motivation and procrastination. Not to mention the years of lost accomplishments because of the enemy’s careless teaching. The relationship between the Shared Enemy and the negative side effects is now clear.
Do you see how this tactic is working behind the scenes?
Next, now that viewers are internally attacking the enemy, they feel totally absolved of guilt. IT’S NOT THEIR FAULT. The viewers are exonerated. The Shared Enemy is the one to blame.
Okay…I’ve beat a dead horse. Let’s move on.
Some viewers might become skeptical at this point. The solution—Mirroring the Skeptic.
Tai tells the story of a guy who made $28,000 lying in his beach chair in Hawaii. Unbelievable, right? Tai was skeptical too.
He talks about his cynicism and how he thought the guy was lying. In essence, he mirrored the same skepticism most viewers share. Well…long story short…Tai got this guy’s program, tried it out and made over $100,000 from it.
After that, Tai’s theme song was probably The Monkees’ song “I’m a Believer.”
Mirroring the Skeptic is getting eye to eye with your viewers and sharing their skepticism…without staying there. Like Tai did, you’ll want to move out of skepticism quickly and back into the Promise of Hope.
So with his newfound success, Tai had an Epiphany: there are ideas in this world that can totally transform your life. The Epiphany is the part of the Origin Story where new information helps you defeat the Shared Enemy…and you can then move into a place of fast success.
It’s also the point where you’ll reveal the next section: Product Origin
Product Origin has three parts:
- Product Inspiration
- Product Incubation
- Product Reveal
Once Tai has his Epiphany, he fast forwards to the point where he’s had a ton of success…and now people are asking him how he did it. Due to the demand, he decides to write down everything he’s learned from his mentors. This is the Product Inspiration.
As you can see, the demand for his knowledge is what inspired the 67 Steps program.
Now that the product idea is formed, Tai moves into the Product Incubation stage. This is where he talks about “sketching out” the idea.
For your VSL, this is where you’ll talk about the various iterations of your product…and the changes it went through before it was finalized. This is important because it shows your viewer the time and energy investment that went into the product creation…thus Building Value in the upcoming offer.
We’ll get to that soon. Let’s continue.
The final stage of Product Origin is the Product Reveal. Tai mentions the name of the product (67 Steps) nonchalantly…and briefly. You almost miss it. But I would argue his Product Reveal is way more powerful because it’s almost unnoticeable. It slips underneath any barriers put up by the viewer.
Imagine your viewer putting up a massive sales barrier the size of The Western Wall. Nothing can make it over that wall without planned effort. But what Tai did in his VSL is this: instead of trying to jump over the wall, he dug a hole at the bottom and went beneath it. No one even noticed the entry.
Smart. No product bundle images. No screen shots. Just a quick product title under his breath.
Alright…everything at this point makes sense: the epiphany, the shared enemy’s false teachings, the dismantled skepticism and how the product was inspired.
By now, the audience is starting to wonder—what’s this 67 Steps program all about?
Tai stares at the floor, his brow furrowed, looking as though the details of the 67 Steps program are running across his eyes.
After a brief pause, he’s ready to share the details of his program.
At this point, Tai has only revealed the product name. Now, he moves into The Offer. This is where he reveals the features and benefits of the 67 Steps program.
Immediately after the Product Reveal, Tai’s hands bounce across his chest as he pulls out a 1–2–3 Benefit Combo:
- Ease of Use (the simplicity of the product)
- Immediate Results (the speed of results)
- Massive Benefits (the depth and breadth of advantages your prospect will receive)
A 1–2–3 Benefit Combo is a cluster of three benefit categories stated one after another…like a boxing combo.
His voice bounces quickly with words and phrases like “simple” (Ease of Use) and “right away” (Immediate Results) and “finding their life purpose” (Massive Benefits)…happily exposing the benefits linked to the 67 Steps program. The advantages of this 1–2–3 Combo are two-fold:
- He quickly breaks away from the Product Reveal (avoiding knee-jerk sales objections)
- He shifts the viewer’s attention back towards the benefits—not the product itself
Next, Tai coasts along with a monotone voice (probably to sound more like a scientist than a propagandist) and adds authority to the 67 Steps program with an Appeal to Science—or the use of scientific research for credibility.
Tai reads from a stack of papers about a published neuroscientist who vetted the 67 Steps program…and gave his approval of its effectiveness.
Take note: endorsements from leading scientists will draw authority into your offer. That said, you don’t have to call a neuroscientist to use the Appeal to Science. You can include research (preferably peer-reviewed research) to add authority to your offer. Whichever approach you take, your goal is to find relevant evidence to support your claims.
Tai places one hand in his pocket, reads the first part of the remaining quote from Mr. Neuroscientist…and self-interrupts. He reaches up to adjust his glasses quickly…and appears to struggle through the rest of the sentence.
Why the sudden hesitation?
Because Tai uses a technique that would probably make any businessman tremble in his shoes. He uses a risky tactic to break through viewer skepticism. I like to call this tactic Potentially Damning Info—or information that can put you in a negative light with your audience.
Why the heck would any smart business owner do that?
Here’s why: Because it makes you look less like a salesman…and more like a humble helper.
Here’s how Tai did it…
The neuroscientist expressed his concern with people using scientific research for “materialistic endeavors” in his written statement. Basically, the neuroscientist had concerns with people using scientific research to sell stuff.
Hello! The 67 Steps program is essentially a “materialistic endeavor”…right? Ouch. That can’t be good for public relations.
But here’s how the Potentially Damning Info actually helped Tai: the scientist finished his statement by saying he was impressed with the program, respected the methodology and believed people would benefit from it.
You see the shift? The Potentially Damning Info was a way of Grounding the later endorsement to make it more believable. It balanced the statement…turning it from a potentially “glowing endorsement” to a well-balanced scientific opinion.
With a smile and soft brow (eager to move on from the damning info) Tai moves into the next tactic I call Tear Down This Wall!—a cluster of phrases to include people in your buyer group. This tactic will vary based on your target audience.
If you want to sell to the whole world, you’ll cast a wide net by saying something like, “It doesn’t matter if you’re rich or poor…young or old…a newbie or a professional…” This tactic tears down the walls that stop viewers from buying into your message.
Alright…let’s move on.
The tactic of using his own experience to prove his claims is called This Worked for Me…and it works well here for two reasons:
- He’s actually used the product himself
- He had real results from it
It seems obvious to use this tactic…but some people forget. If you have an honest story to share about your own experience with your product—tell it. Tai turns ideas into reality. That’s what changed his life…and that’s what he’s selling in his program. His own product worked for him.
Before I talk about Testimonials, another A-list way to talk about the benefits of your product is to use a Future Benefit—or a benefit that blooms after using the product. For example, Tai says you’ll be “shocked at how passionate you become” when you discover how to make money from something you’re interested in.
Of course…you have to buy the product and use it first. But when you yank that benefit from the future and drag it into the present…your viewer will experience the benefit now.
Ok…I’m sure you’re smart enough to know Testimonials are potent sales-hooks. But there’s a few secrets to make them spellbinding.
Tai’s voice rarely drifts outside a small tonal range. In English: his delivery is generally monotone.
But don’t confuse monotone with boring. Although his voice doesn’t leap out of the screen and jolt you, there was probably another reason he decided to restrain his tone:
To avoid sounding like a salesman.
If that was his strategy, it worked well to prevent over-selling the Testimonials.
The Testimonials section of this VSL is relatively short compared to other sections. But there are some critical tactics to point out.
Tai uses a Testimonial Count to show viewers the sheer volume of testimonials for his program. This tactic is best delivered in numerical form. Instead of saying “hundreds” or “thousands,” Tai states there are “about 65,000 positive comments” on the first video.
To be clear, he calls them “positive comments” but the effect is the same.
Make note of this: Specific numbers are more powerful than general categories like “hundreds” or “thousands.” Specificity ends confusion about what phrases like “hundreds” or “thousands” mean.
Ok…this next tactic is a bit cerebral. But I know you can take it.
Another smart tactic in the Testimonials section is called Strong Correlation Testimony—or a testimonial with a clear connection between your product and the future benefits. It’s almost a cause-and-effect relationship…with some restraint to stay out of legal trouble.
Here’s the deal: Testimonials need to be relevant. They also need to show how the product contributed to positive change in each users’ life.
Tai highlights testimonials that actually use the name 67 Steps in the statement. Phrases like “thanks to the 67 steps” and “with the 67 steps” and “now that I’ve found out about the 67 Steps” show a direct correlation between that person’s past pain points and the new positive change that appeared after using the product.
So a formula for Strong Correlation Testimony looks like this:
- User’s major pain point
- Mention the product name
- User’s pain point reversed
- Additional benefits that emerged (optional)
The best testimonials follow this basic structure…and weigh heavy on the additional benefits.
In essence, your best testimonials need to show a progression from darkness to light…with the product as the source of enlightenment. I know…it almost sounds too obvious. But not everyone understands the value of structure in testimonials. They take what they get and let it fly.
Understand me here: You’re not revising your testimonials. The way to achieve Strong Correlation Testimony is to help your users understand the progression from where they once were to where they are now…and how the product helped them get to their new place of success.
Ok, now that viewers know what other people have received from the product, it’s time to get to the heart of The Offer: the Features and Benefits.
Features and Benefits
Where’s humanity going? What’s our ultimate destiny?
These are important questions that I won’t answer here. But I’ll tell you this:
Billions of people have questioned their ultimate destiny.
It’s no wonder Tai decides to make the very first feature/benefit of his program about discovering your destiny. That’s a helluva benefit, right?
The Features and Benefits section is where Tai’s gonna show his viewers what they’ll learn and how they’ll benefit from the 67 Steps program.
For those of you who need a refresher, a Feature is a distinct aspect of your product. A Benefit shows how a feature will improve your customer’s life. For example, a TV wall mount might have 4 locks to keep the TV from falling—a feature. But here’s the real benefit of the locking your TV with a wall mount: your living room will be free of ugly cables—and look sleek and modern.
Tai does two important things while pointing out the features of 67 Steps:
- He uses Open Loops to introduce the Benefits
- He positions Features as Benefits
Let’s look at one. First, Tai creates an Open Loop by saying “…you’re going to learn…” This small phrase is critical because it promises value after a purchase. If he had said, “This program has a video about…” and then a description about the content, it wouldn’t have the same impact. The first phrase evokes anticipation and wonder. The second phrase merely evokes a thought like, “Ok, that might be interesting.”
Next, he states the Benefit: “You’ll learn how to track millionaire mentors…” He knows what his audience wants. They want mentorship from wealthy and successful people. Instead of saying this like a Feature (something like, “You’ll find three videos with over thirty minutes of lessons about finding millionaire mentors”), he strictly focuses on the Open Loop and the immediate Benefit…minus any mention of the product.
If you catch yourself listing out the features of your product, ask yourself:
“How will these features be advantageous to my viewer?” Whatever you come up with…use that instead.
Alright, here’s another interesting tactic: Tai starts using Celebrity Expert Quotes from Charlie Munger, Pablo Picasso and Peter Drucker in his Features and Benefits section. This tactic is powerful for several reasons:
- It borrows Celebrity Power for added authority
- It gives this section a nice break from selling
Tai quotes billionaire Charlie Munger as saying:
“To get what you want, you have to deserve what you want.” — Charlie Munger
This quote appears right after Tai mentions a feature in 67 Steps.
Celebrity Power can even add authority when celebrities aren’t endorsing your product directly. Their quotes add “stock” to the final value of your product features.
To use this tactic, the celebrity quote you choose MUST:
- Be relevant to a particular feature of your product
- Be from a celebrity your audience cares about
- Not sound like an endorsement
Relevance is key. Finding a random quote from any celebrity won’t cut it. The celebrity quote needs to be relevant to your message and audience.
I’m no legal expert, but use common sense here: If your Celebrity Expert Quote sounds like an endorsement, you’re exposing yourself to unwanted risk. Be mindful how you decide to use Celebrity Power in your promos.
Here’s another way to get your audience to understand your product’s value: Misconceptions—or false beliefs based on wrong information.
Tai makes use of Misconceptions by pointing out false beliefs about finding mentors. Some people think finding a mentor is easy. It’s not. So by saying what’s actually true compared to a popular Misconception*, Tai accomplishes three things:
- He builds value in his product
- He positions himself as a trustworthy Guide—someone who shows you the best way to get to the right place
- He creates an Open Loop that closes after the purchase
The power of slashing Misconceptions is that it makes you a defender of truth. So naturally, your audience will trust you more.
A close relative of Misconceptions is Beware: Scams! If a business makes false or lofty claims and doesn’t deliver on those claims after a purchase—that’s a scam.
Position yourself against scammers.
Most people already hate scammers…so distance yourself from them. Show your audience you actually deliver on your promises. Here’s a basic formula for Beware: Scams! that Tai uses in this VSL:
- Point out the scams
- Point out WHY they’re scams
- Talk about a Benefit of your product that’s directly opposed to the false claims of the scam
Here’s how Tai uses the formula:
- He points out the plague of “automatic income” scams.
- He accuses them of being fake and full of “hocus pocus.”
- He mentions a tactic called “front-loading” in his program that will show you the real way to generate automatic income.
By the way—you shouldn’t mention company names here. That would be a cheap shot and will only make you look bad. Stick to clobbering the false claims by those pesky scammers.
Next, Tai smacks his hands while uttering specific travel destinations: “Cancun…Hawaii…Caribbean…Europe…” Then he makes a clear point: You won’t be able to fulfill your dream of traveling by doing the same thing ol’ thing you’ve been doing.
So how do you fix it? Tai says his “passport principle will set you free.”
This is the Set You Free tactic.
With this tactic, you’re grabbing your viewer and saying, “You’re trapped! Wake up!” Then pointing to your product as the “key” that’ll unlock the iron chains…and set him free.
Roger that? Good. Let’s keep going.
Go light on this next tactic because you’ll sound negative real quick. You’ve been forewarned.
Here’s the basic idea of Shared Enemy: Attack!: agitate anger over any important information the Shared Enemy kept from you…and stone the enemy for it.
For example, Tai just promised information to Set You Free. The problem is that the U.S. education system should’ve taught you this stuff in school…but they didn’t. So, Tai says you should be “shocked” and “angry” about that. He tells his viewers how they should feel about missing out on that important information in school.
So after you’ve harvested the flaws and side effects of the Shared Enemy, the attack simply nudges their anger a bit more…to cast the enemy in a negative light. Again, you’re not pointing out specific names here, you’re combining the false claims of these enemies and molding them into a giant, one-eyed monster.
The financial industry loves this next tactic. The Wealthy Family Secrets tactic makes the claim that there are secrets and hidden strategies wealthy families use to amass millions of dollars in personal wealth.
Wealthy families include the likes of the Fords, the Rothschilds, the Waltons, etc. Since they’ve gained massive wealth and have been able to maintain their financial growth, we assume they must have “hidden secrets” to help them stay ahead.
Wouldn’t these “secrets” be valuable if they were revealed to the public? You bet they would.
In his VSL, Tai makes use of the Wealthy Family Secrets tactic by bringing up a secret real estate strategy used by wealthy families. He opens the loop…which is then closed in the 67 Steps program.
Keep in mind—the “secret” doesn’t have to be some closely guarded secret no one has ever heard of. But it should be something MOST people haven’t deeply considered or thought of.
Let’s keep moving. Here’s a way to make your product look like patented technology. The Exclusive Labels tactic names the content in your product with special terminology…to support a “premier” status.
For example, Tai describes what he calls the “Credit Card Combination” to describe a strategy to profit from credit cards. Sounds impossible, right? But alas, the Exclusive Label itself describes a strategy so effective, so powerful, it required its own proprietary name. And it’s all included in the program.
For you literary types out there, “Credit Card Combination” also has some nice alliteration. Poetic.
Still here? Good. That tells me you really want to learn this shit.
For the next tactic, let me ask you a question:
Is your product dangerous if placed in the wrong hands?
There’s a great way to make your product appear so POTENT, serious harm can be done if it’s put in the wrong hands. This tactic is called The Nuclear Code.
Heads up: If you’re selling guns or knives (things that are ACTUALLY dangerous in the wrong hands), this tactic can have the opposite effect…so don’t use it.
But when you’re selling something like powers of persuasion (which Tai is selling in the 67 Steps program), The Nuclear Code tactic is powerful and here’s why: persuasion CAN be dangerous if used improperly, but most of the time, it’s pretty safe. We all use it.
So with The Nuclear Code tactic, you’re basically giving your audience a secret code to a powerful weapon that (for the most part) isn’t that dangerous at all. But you SELL IT like it’s dangerous. And when you do that, you’re saying, “Be extremely careful. This weapon gives you great power…but it can also ruin everything if you use it improperly.”
What’s the effect? Your viewer feels like they’re about to learn top-secret information. POWERFUL information. And they’re curiosity will be insatiable.
Alright…the end is nigh my friends. Time for The Close.
Whew! We’ve gone over lots of tactics so far. Up to this point, Tai is still preparing his audience for the price reveal and the final close. But before he gets there, he shapes his message to be received well. How?
We’ll unpack the tactics in this section in a few moments, but here’s Tai’s goal in this section: to first help the reader understand what THEY desire…then direct that desire onto his offer. Let’s see how he does it.
First, he starts off with What’s it Worth?—or a question about the monetary value of a benefit. Tai asks his viewers how much they’d pay to end their personal struggles…and finally achieve their dreams. If he’s got his audience right, the implied answer is this: “I’d pay ANYTHING.”
Here’s why this tactic works. A benefit like “ending personal struggles and achieving your dreams” is basically priceless. If we could, we’d pay any price to end pointless pain and suffering. Ditto for dreams achieved. No price would be too high if a benefit like that were at least possible (even if that price were beyond our current means).
This is important psychology.
By asking his viewers What’s it Worth? to achieve a benefit they really want, Tai’s leading them into something I call the Infinite Mindset. The Infinite Mindset is a place where people are willing to pay anything for a particular benefit…a place where benefits are not priced by monetary value…but by their desired value.
I know I know. It sounds a lot like a black market. It’s not. The parallel business term for it is perceived value. I like *Infinite Mindset better because it gives you a better visual of how WIDE OPEN your viewer’s mind is before you reveal the price of your product.
But once your viewer is in the Infinite Mindset—almost any price will look good. And when the price is finally revealed, the hope is this: Your viewer will say, “That’s it!? Where’s my credit card??”
Your price is a bargain in the Infinite Mindset.
Got it? Yaw!
Tai likes to use User Reactions in his ads. User Reactions are the positive emotions people have while using his product. I’ll show you an example of User Reactions by comparing them to Testimonials—which are similar.
The best Testimonials generally focus on the hard results gained from the product, but User Reactions focus on the combined emotional response of its users. For example, Tai describes some reactions like people “can’t even put a price on the transformation…” and showing how people “would gladly have paid $10,000 for this…” These reactions broadcast a high level of customer satisfaction. They also feel more emotional than a simple results-based testimonial.
You could call User Reactions the emotional equivalent of the Testimonial (which is more logic-based).
Next, Tai makes the program feel like a small group with limited seats…but he’s gonna give you special access. This is the Special Group Access tactic. For this to work, your ad should be part of an ACTUAL offer only available to a small audience. There’s no particular number of people. But if you’re advertising Special Group Access, and your product is freely available on your website at the same price—it’s not really special.
Tai actually tells you his offer is advertised to a limited amount of people. He decides AGAINST writing a book on the same content because he wants to limit access to these powerful ideas. He doesn’t want to just hand out The Nuclear Code to the world. It’s too powerful.
Only a special group of people will have privileged access.
Get ready for what’s next….The Price Slide. Wheeee!!!!
The Price Slide shows up on most sales pages. You’ve seen it. It’s where you tell your audience, “You’re not gonna pay a thousand bucks, not even five hundred bucks…hell…you won’t even pay a hundred bucks…when you buy today, you’ll get this program for just $79…”
The price slides farther and farther from a high point to the actual price. That’s The Price Slide.
But beware: I’ve seen people use this tactic without giving a reason WHY the product would ever be worth the high price in the first place. You can’t just pick out a high price from nowhere and start The Price Slide there. You need to justify WHY anyone would believe the high price is worth paying.
Here’s how to make The Price Slide work like a charm: the perceived value of your product should be worth the high price at the top of the slide already. If you start at $1,000, there should be very clear reasons why ANYONE would spend that much money on your product.
If you can justify the high price at the top, The Price Slide will become your viewer’s wish come true. Once they get to the bottom, many viewers will scramble for the Buy Now button.
Let’s move on. Here’s an interesting fact:
Did you know over 80% of Americans drink coffee? That’s a large majority. That’s what makes the Coffee Comparison work so well. The Coffee Comparison juxtaposes your product’s price with the normal price of coffee. This is another common tactic.
What makes this work? Well since so many people drink coffee, they probably know the price of a cup pretty well. However, many people don’t think about how quickly that daily expense adds up. It can be a substantial monthly cost…especially if you’re going to Starbucks.
In this case, Tai compares the price of his program to the average monthly cost of coffee: $80—if you’re going every day. So compared to the monthly cost of coffee, the $67 price for his program doesn’t seem that bad.
Theoretically, you could use other common price anchors like:
- A tank of gas
- A dozen eggs
- A meal at a restaurant
- A movie
The Coffee Comparison isn’t limited to coffee. To make another price anchor work, consider an item your audience uses daily, weekly or monthly. Then, compare your product’s price to that recurring purchase.
Ok, let’s keep moving. This next tactic depends on the type of relationship you have with your audience. Tai uses a tactic called Tough Love to encourage his audience to invest in themselves. He does this by telling his audience to stop spending money and making other people rich…and use that money on their own minds instead. He also straight up says “don’t be cheap.”
For this tactic to work, you need to establish you care about your audience’s well-being ahead of time. Wouldn’t you rather receive the cold, hard truth from a friend rather than a complete stranger? Most people would. Why? Because we know a friend cares about us and has our best interest at heart. The stranger, on the other hand, might be doing it out of contempt. So even if a stranger said something I knew was true…I’d still be resistant to it.
So how does Tai establish he cares about his audience ahead of time? Easy. He just says he wants you to succeed. It’s not complicated. He’s also given his viewer personal information about himself. In other words, he’s built Affinity with his audience. So using Tough Love to spur a bit of action in his audience feels like a friendly reminder rather than an accusation.
This is all human psychology. Video sales letters are full of psychology.
Next, Tai helps you Justify the Investment in Yourself. EVERYONE uses the “invest in yourself” platitude…but if you justify it with logical reasons, you’ll stand out.
Tai talks about people who try to become wealthy by saving…and proves them wrong. Pointing to wealthy people like Oprah, Bill Gates, and Richard Branson, he makes the case that investing is the true path towards wealth. He points to people who invest in things that depreciate…and calls that a faulty strategy. He points out people who don’t act prosperously…and end up drowning in scarcity. He uses Grounding to make the point that saving is important…but investing is better.
What is he doing here? He’s Justifying the Investment in Yourself. He doesn’t just tell you “invest in yourself” and end it there…like most people. He gives you reasons.
In the end, viewers are likely to think, “You know…that’s true. Investing in yourself is really important. It worked for Oprah.”
This next tactic is a close relative to Grounding. When you suspect your audience will overestimate what they can achieve by using your product, simply Manage Expectations.
Tai does this by telling a story about a friend who used his program to make millions, but then makes it clear his product isn’t promising to make you millions of dollars. However, to end it, he says his product uses the same principles as the wealthiest people in the world. So the formula to Manage Expectations is this:
- Give an example of someone using the content of your product to achieve a specific benefit
- Make it clear the benefit isn’t 100% guaranteed for everyone
- But leave hope that the method is achievable by anyone
You don’t want to mislead anyone. You gotta be truthful about the typical results your prospect can achieve. But you also have to show the truth about what’s possible. Not everyone can be Oprah. But if you follow her exact method…you might get pretty damn close.
Let’s learn about Those People. This tactic is a great way to personify the type of person who isn’t a good fit for your program. Tai talks about a friend who flipped out because a book by billionaire Charlie Munger was priced at $100…but was totally cool buying $150 Air Jordans. In short, you’re saying, “Don’t be like Those People.”
Those People are essentially people who don’t understand true value when they see it. They’re blinded by a consumer-version of value rather than a truth-seeker’s version. You want your audience to feel like they’re different than Those People. They understand real value.
Remember: this is all prep for the price reveal. We’re getting closer to that. But first—a fake out.
Fake-Out Close (Bonuses)
“Now hold on a second. You’ve buttered me up for a price right? This is where you reveal the price, ain’t it?”
Not quite, my friend.
Tai starts the Fake-Out Close with Bonus Scarcity—or the shortage of your bonuses outside the current offer. This is simple…just mention that your bonuses aren’t available on your website, Amazon, Clickbank, or any other retailer sites.
And that needs to be the damn truth. The power behind Bonus Scarcity is that you can’t access these bonuses ANYWHERE else. If you try to add a bonus that was once a lead magnet on your website…you’ll risk losing people who’ve already downloaded or have seen that lead magnet. Not to mention—false scarcity cheapens your brand.
Another good strategy for the fake-out is called Bonus Bundle. Tai uses relevant products in his product line as free bonuses. Maybe you have people on your list that are on the fence about a particular product. By adding your other products as free bonuses, not only do you make your offer appealing to cold traffic, but you’ll also nudge those people who’ve been on the fence with your other products.
Now here’s another tactic—the Bonus Value. Even though your bonuses are free…your viewers should know the fair market value of your bonuses.
At the end of a few bonuses, Tai gives the price he normally charges for it. It’s a quick way to help your viewers understand the accumulated value they’re receiving.
Here’s a nice framework to reveal a bonus—it’s called the Problem/Solution Bonus. If you give out your bonus without describing the problem it solves…its value might be unclear. To make the value clear, here’s the framework:
- Describe a common problem relevant to your audience
- Describe why that problem is damaging
- Show how your bonus solves that problem
Tai follows this simple framework with one of his bonuses:
- No one has time to sit and read books for hours
- However, NOT reading lots of books is preventing you from learning critical information to help you achieve your goals
- Tai’s bonus helps you read any book under 20 minutes, so you can read more books in less time
This is a simple yet powerful tactic to help your audience understand the value of your bonus in a few sentences. This doesn’t just apply to one of your bonuses either. Do it for all of them.
Ok…we’re gonna fly above this blog post for a second and get a bird’s-eye view of a very important concept. I’ve alluded to it in previous sections, but I want to make it absolutely clear to you…because I don’t want you to miss it.
Underlying many of these tactics is a strategy most people simply don’t understand when writing copy—it’s called The Appeal to Method. Here’s the gist of it: similar to a scientific classification system, The Appeal to Method is a system that imparts logic, organization and nomenclature to your content…so your product is perceived as easy to consume.
Gobbledygook? Here’s a common way to understand it: there’s a method to your madness.
Poorly-explained products look like madness. Well-explained products look like methods. Why is this important? People trust methods…because methods feel like science. Most people expect science to be true. So The Appeal to Method is a way to inject a sense of truth into your claims.
Look at these two titles:
- Every Wealth-Building Tip You’ll Ever Need
- The 2 Hour Wealth-Building System
Both of these titles could be selling the EXACT same content. Which one would you buy? For my money, I’d go with the second option. Why? Because the title ALONE makes me feel like the author organized the content into a step-by-step method.* How do I know that? I don’t. But the title makes me feel that way. I feel like there’s more truth there. And in the end, that’s what makes me buy it—a feeling.
How does Tai use The Appeal to Method? His bonuses have proprietary names that sound methodical such as Speed Reading Wizardry…The Total Memory System…and so on. He wants his audience to value his bonuses as methodologies. Strategies. Valuable tactics.
Ok, let’s move on before I beat a dead horse.
Now, at this point, some people might be interested…but they don’t want to be trapped in some monthly obligation they can’t walk away from. How do you overcome the fear of being trapped? You say, “Here’s the Exit.”
Here’s the Exit is when you lead your prospect up to the “exit door” and show them how to escape. You don’t want your customers to feel like they can’t back out. The easiest way to make them feel like they still have a choice is to show (very clearly) that there’s an exit.
Tai does this by offering a monthly payment plan for a long-term bonus that you can cancel out of anytime. There’s the exit. You can leave anytime. This is a close relative to the Guarantee (which we’ll get to soon).
The time has finally arrived! Here comes the price reveal…
After a long journey…we’ve finally reached the price reveal. Before I go on, take note of how much content was given before Tai reveals the price. In some instances, an early price reveal will work…but that will depend on how aware your audience is to past offers. In this VSL, Tai’s targeting a cold audience who has never heard of his program before…so a delayed price reveal is ideal.
Ok, first tactic in this section—All This, For Only… This is where you point out everything you’ve included in your offer…then reveal the price with the word only in front of it. Here’s the template:
All this, [quick summary of your product and bonuses], for only [your price].
Easy. It can be as simple as that. Tai uses a variation of this tactic—he does everything except provide a full summary of the product and bonuses. But in my opinion, it would be better if you did.
Next, Tai uses a tactic that reduces price shock. If your product is on the higher end for your market, this will help you.
The Virtuous Price is a great way to let your viewers know you aren’t all about the money. Basically, if the fair market value of your product is higher than what you’re charging, all you’re doing is pointing that out.
Tai does this by stating the true value of his offer ($1,000) and then says “I don’t want to be greedy…” This brief qualifying statement makes it clear he’s not selling this program to take money from people. The appeal to virtue makes the viewer feel like they’re not being duped.
Another useful tactic Tai uses is called The Reason It’s Not Free. This tactic works best for digital products (most people know there’s a cost involved in manufacturing physical products). The goal of this tactic is to give reasons AGAINST the belief you’re digital product should be free.
For whatever reason, some people think digital products should be free. Obviously, that’s not necessarily true. In Tai’s case, the work involved to make this product required his time and money. So how do you justify your cost when faced with freebie-seekers? You give them The Reason It’s Not Free.
For Tai, his reasoning was no one values free stuff. If he were to give away the program, no one would use it. It would collect dust. In short, the price of his program is a motivating factor for you to complete the program.
Makes sense. And his ideal audience understands that well.
Alright…the next section is short…
You’ve given your reasoning, talked about features and benefits, showed some testimonials, positioned your price, explained the bonuses, and revealed the price…what’s next?
Tell your prospect how to order.
First, the call to action. The way Tai does it is something I call the Benefit Button.
Before I explain the Benefit Button, let’s review a key concept in marketing: people aren’t buying your product, they’re buying a specific benefit. A famous example (I think it was copywriter Bob Bly that said this) is when people buy a drill, they’re not really buying a drill…they’re buying a hole. To take that further, they’re buying a hole to hang framed family portraits on their wall. So when you’re selling a drill, sell them on the framed family portraits on the wall…not on the specs of the drill itself.
Now…the Benefit Button applies that concept to your call to action. When someone clicks on your Add to Cart or Buy Now button, they’re buying a benefit. So when you ask your prospect to make the purchase, always lead with a benefit.
Tai uses a simple formula for this tactic:
If you want [specific benefit], click the button below.
They’re not clicking to purchase the product, they’re clicking to receive the benefit. So to use the drill example from above, the Benefit Button will look like this:
If you want to easily hang your framed family portraits all over your house, click the button below.
Moving on. Tai uses a few more things in his order details:
- Info Security
- The End of Bad Dreams
Info Security is very simple—it’s the level of data security on your order form. One MAJOR objection to the sale is the quality of your order form. Everyone’s got some level of concern about the safety of their personal information online.
Tai calms fears by mentioning the 256-bit SSL encrypted order form you use to purchase the program. What does that mean? Hell if I know…but it sounds hella safe.
If you take PayPal, put their logo on your form. Do whatever you need to do to make your prospect feel SAFE about entering their information on your order form. And tell them how safe it is.
The End of Bad Dreams is a tactic to associate the purchase of your product with the end of pain and discomfort. This is a great tactic to remind your prospects their pain will end once they purchase your product.
Tai does this by associating the purchase of his product with ending financial struggle. The reason it works is because he’s used tactics like Grounding, The Shared Enemy and the Campfire Voice early in his VSL to establish trust, affinity and credibility. Without these preceding tactics, The End of Bad Dreams feels like an empty promise.
But beware: it’s too easy to bullshit this one…and it’ll be obvious (and probably illegal) if it’s untrue.
Okay, let’s zoom out for a second.
These tactics will have a synergistic effect when used together throughout your VSL. If you cherry-pick a few tactics, they’ll have a small effect. But when you use more of them in harmony, they’ll start building on each other exponentially.
Alright zoom back in. I guarantee you’ll find more valuable tactics ahead…
Tai’s Guarantee boils down to this:
Your life will be revolutionized…or your money back.
There’s something interesting about this guarantee—it’s based on the opinion of the customer. It’s also difficult to verify. How does somebody know when their life is revolutionized?
I’ll call this tactic The Impression Guarantee. It’s a guarantee based on a subjective result.
It’s sort of a satisfaction guarantee…but it’s more than that. You won’t just be satisfied…your whole life will be different. The product will leave a major impression on you.
At first, this seems like a guarantee without any substance. But Tai throws you a curve ball.
You can go through the entire program and still ask for your money back.
It’s a true risk reversal…and Tai acknowledges his risk of losses. But instead of making that a negative, he uses Transaction Trust—a statement that optimistically gives your audience the benefit of the doubt in a transaction. How is this done? Tai makes it clear he likes to “believe in people.” It’s endearing…and it establishes trust.
This tactic might not work for you…but think about it this way: if your prospect will receive some of the benefits even if they decide to ask for a refund, then you’re already using the Transaction Trust tactic…you’re just not leveraging it.
Be open about it. Tell your audience they’ll receive benefit even if they decide to refund.* Sure…you’ll get some refunds. But by intentionally leveraging Transaction Trust, you’ll nudge more people to buy and KEEP your product.
There’s a fork up ahead….you’ve just crossed over into…the Crossroads zone!
Alright. You’ve hit a Crossroads. You now have a choice—do you take the road that leads to status quo…or do you take the road that leads to massive potential?
That’s what a Crossroads is—the point at which you ask your prospect to consider the decision they’re about to make.
Tai adds drama. He tells his audience it’s one of the most important decisions they’ll ever make. Maybe a bit dramatic—but it could be true. If your life isn’t going anywhere, the decision to purchase his program could be like leaving the Matrix. A game changer.
He also adds Urgency here to get people off their butts and standing up to think.
So if we put together a Crossroads Formula, it would look like this:
- Do nothing = Failure continues
- Make a purchase = Success begins
- Repeat guarantee
Here’s an example of how this formula looks:
- You have a really important decision to make…one that will determine the outcome of your life.
- You can do absolutely nothing and continue to live paycheck to paycheck. OR…
- You can purchase this program and learn the secrets of the wealthiest families in the world…and gain access to proven secrets to guide you on your path to financial freedom.
- But you have to do it now. I only have 50 spots in this program…and once I fill those spots…I have to close this page. You won’t even be able to bookmark it.
- And remember, you’re backed by my 90-day guarantee. So there’s no risk for you to reserve your spot now.
Here’s the purpose of the Crossroads: to get your prospects to make a decision one way or another. If they exit your page and move on with their lives—they’ve made a decision to do nothing. But at least they’ve made a decision.
That decision may haunt them later. But hey…it’s a free country.
After the crossroads, Tai ends it with a False End. He thanks everyone for watching. He looks forward to seeing them in the members-only area. Then he makes a final call to action. The False End looks like this:
- Thanks for watching
- We’ll meet again after the purchase
- Final call to action
The reason it’s a False End is because it’s not really the end of the VSL. He has an entire FAQ section, which we’ll get to shortly. But this part is important for two reasons:
- The *Crossroads decision needs to be made NOW
- You want to get those people that are ready to purchase out the door ASAP
If you have people who are ready to buy, you don’t want them hanging around to watch more of your VSL. They’re already convinced. Any lull after that might erode their decision to buy. That’s why the False End works well here: it moves those people straight to the order form.
Now, for those people that still need more convincing, you can answer some of their most common questions…but in a way that still sells your product…
Frequently Asked Questions
Ok…a certain percentage of your audience will hang out till the end. Mostly because they have more questions that haven’t been answered yet.
This is where you’ll answer your most Frequently Asked Questions (FAQ).
Here’s a list of the questions Tai actually answers in his VSL:
- How quickly will I see results?
- How do I know this will work for me?
- How do I know this isn’t a scam?
- What do I do if I have trouble finishing the program?
- How come I’ve never heard of this program before?
- How much money will I make?
- Who is this program NOT good for?
- Can I trust the guarantee?
- How do I know my information is safe?
- If your goal is to help people, why isn’t your program free?
- How is this program different from other programs like it?
- What if I only want to achieve SOME of the benefits of your program?
- Isn’t wealth just about getting lucky?
- What if I don’t have a lot of time?
- Isn’t it impossible to gain wealth nowadays?
- Am I too young or old for this?
These are all good questions from people sitting on the fence. Your questions might be different depending on what you’re selling, but here’s the point:
Answer questions people are ACTUALLY asking or questions you KNOW people have asked in other forums. Market research is required. If you try to answer questions no one is asking, you won’t be nudging them towards a sale…you’ll be giving them a reason to bail (yah…I’m trademarking that).
Remember: every part of your VSL needs to have a purpose. Don’t answer questions just to have your FAQ checkbox ticked. Answer questions that’ll push people further through your funnel.
I’m not going to get into how Tai answers every one of these questions. But I’ll point out some key tactics he uses throughout his FAQ section.
“How quickly will I see results?”
Take note. This is the first question Tai answers. Why? Because this is one of the most common questions people ask…and one they really want to know the answer to.
Look at the next question:
“How do I know this will work for me?”
Wouldn’t you want to know that? Again…this is critical information everyone asks themselves when considering a purchase.
My point here is this: think about how you organize the questions in your FAQ section. Answer the most pressing questions first.
You see…the difference between a VSL with decent conversions and one with massive conversions is this—the attention to detail. Pay attention to these small details, and your overall conversions are likely to be higher than if you ignored them.
This next tactic is really cool. It’s called The SCAM Comparison. This tactic preemptively answers people who think your product is a scam. Tai first describes a scam as a transaction that leaves you without any benefit—but still takes your money. Then he talks about his program as the exact OPPOSITE. You still have to pay for his program…but you’ll gain immediate benefits you can put to use right away.
I like this tactic. Positioning yourself against scammers is the best way to make yourself look like a hero. I can’t think of a single business that wouldn’t benefit from this type of positioning…unless you’re a scammer.
Finally, there’s an ongoing theme with every question Tai brings up in his FAQ section: every answer is well-thought-out. What does that mean? He doesn’t just give a literal answer to each question and move on to the next one. He pondered every question beforehand and gives a decent response in the VSL. I call this tactic The Considered Answer.
You might say, “Ryan, I do this already. It’s all part of product development.” Yah—but nobody knows what you did in product development. Nobody has access to your thought process during the various stages of making your product.
Solution? Tell them everything.
For every question you have in your FAQ section, talk about the research, the stages, the manufacturing, the reasoning…everything…that went into answering that very question during product development. The Considered Answer will signal to your viewers that tons of effort went into making your product as good as it could be. And for the most part: more stated effort = more perceived value.
Nice! We’ve reached the end of the main tactics in the Tai Lopez 67 Steps VSL. But before I finish, let’s take a quick look at the unique visuals in this VSL…
Tai’s promo for the 67 Steps program breaks the mold of most other VSLs…particularly on visual presentation. For one thing, it’s a live presentation. No voice over. No slide deck. Just him standing in front of a large paper pad, teaching you how to increase your wealth.
Let’s explore the setting of the video itself…
The whiteboard is a strong visual indicator of “education” and is in line with his goal to teach you the secrets of financial freedom.
There are two camera angles throughout the video. One camera angle is eye to eye with Tai to reinforce the friendly “teacher” feeling. The second camera angle is off center and lower than Tai, putting him in a slightly elevated position…reinforcing a subtle cue to his authority. With these angles, you get the combined sense of “teacher-authority,” which perfectly resonates with his overall message.
The color of his shirt is blue. That may or may not have been intentional. Nevertheless, the psychology of blue encourages feelings of non-threatening serenity, calmness, order, stability, sincerity, security, and reliability. Take note. These are important emotions you want your viewer to feel during a sales pitch.
Do you have any blue in your sales page?
Vocal tone and body language
One important thing to take note of is Tai’s vocal tone. His tone is confident and firm, yet non-threatening. Not at all salesy. In fact, he sounds like a teacher.
Here’s a body language insight: Tai’s micro-expression on his face usually defaults to the “sad” expression. I really doubt he was doing this on purpose, but it’s interesting because this micro-expression subconsciously draws us in…to understand what he’s feeling. It helps us empathize with him…and it also breaks down barriers pretty fast. Genius. No one empathizes with a salesman.
Here’s an example of the “sadness” micro expression:
Damn. This blog post could’ve been a short ebook.
But I wanted to make this information available to you for free…so you could reference high-level VSL copywriting tactics when you need to write your own VSL.
And make no mistake: Tai Lopez is using high-level copywriting tactics in his VSL. I have a feeling he’s using cue cards to keep himself on point. But even if that were the case, he’s obviously internalized the general structure of a sales page for his VSL.
If you think you can stand in front of a camera for more than an hour and give a presentation-style sales letter, I’d study his approach closely. He’s currently the top seller in Clickbank for the business category…so you know it’s working.
My Thoughts on the 67 Steps Program
If you’re wondering about the 67 Steps program itself, I did purchase it and have gone through it.
I’ll start off by saying I don’t agree with EVERYTHING Tai Lopez teaches in his program. Some ideas I simply don’t agree with on a philosophical level. But to his credit, he makes it very clear he’s not trying to convince you that a particular concept is right or wrong. He’s merely presenting information in an unbiased and transparent way.
That was refreshing. I didn’t want to spend 67 days listening to someone push their values on me…especially values I don’t agree with.
That said, I learned a ton of great ideas I hadn’t been exposed to before. The sheer volume of information in 67 Steps would’ve taken me weeks to find. At the very least, I saved countless hours of research and reading at an affordable price…and also shortened my learning curve in a number of areas such as health, wealth, mindset, motivation, and overall success.
If you want to check out the program for yourself, here’s a link to the offer page (affiliate links):