Jon Benson is a marketing guru and has some great tips on how to capture your target audience. He is the creator of the 3X Video Sales Letter Formula and the 3X Sellerator. Jon talks to Jason about the importance of improving your copy writing, having an ideal avatar, why he loves video sales letters, and much more.

Key Takeaways:

[2:30] When writing a sales letter or copy, don’t be afraid to overuse the word ‘you’ and break the rules of grammar.

[8:55] Write to your audience like you’re writing to a family member.

[13:40] People love to back people who have strong voices and opinions.

[17:50] Niche down on your topic and you will make more money.

[21:20] 3X Sellerator is as easy as you can get when generating a video sales letter.

[24:00] What is modality marketing?

[29:30] Use both a video sales letter and a traditional text-based sales letter to sell your product.

[32:10] Jon has some special offers for Jason’s audience.

Mentioned In This Episode:

HartmanMedia.com/VSL

Tweetables:

You want raving fans. You don’t want a whole bunch of lukewarm, ‘yeah, I think I’ll try that out’ guys.

Copywriters talk to the feelings of women for a women’s product and they don’t do it with men. Terrible mistake.

I’m going to have the most powerful weapon in my arsenal, which is a video sales letter in most industries.

Transcript

Jason Hartman:

Hey, it’s my pleasure to welcome Jon Benson to the show. He may have heard his name. He’s quite well known in marketing circles and I had the great pleasure of attending his mastermind meeting in Boulder, Colorado just about two months ago. Enjoyed it thoroughly. He is the creator of Mega-Cash-Generating Video Sales Letter and the 3X Video Sales letter Formula and he’s coming to us today from beautiful Malibu, California. Jon, welcome, how are you?

Jon Benson:

I am great, Jason, how are you doing?

Jason:

Good, good. You just got back from ten days in Maui, how was it my friend? I like Maui. Maui is a good place.

Jon:

It was magic. My wife and I had a great time. I could have done, of course, because the last few days, you just want to lay out by the pool and do nothing, but it was awesome, it was a much needed getaway.

Jason:

Well, you’re better than I am, because whenever I go to Maui it’s like I get island fever after about four days.

Jon:

I don’t think it excites in my genome.

Jason:

Yeah, well, okay. That’s good, you’re more centered than I am, I’m sure. Well, good. I want to talk about some of the psychology of marketing, Jon and I was really impressed with your authority on that subject and how just amazingly small words and phrases influence persuasion and buying decisions and so forth and sort of that overall format of videos. There’s quite a method and quite a psychology to it.

Jon:

Most definitely. So, little things, I’ll start with this and this is one of the most simple things to grasp and to put immediately into your copy yet it’s one of the ones I see is the most overlooked and I’ll give you in an example sentence I’ll just rattle off the top of my head. You know, you would think that people like you would realize that the word you is the most important word that you can use in your sales copy.

However, your sales copy could be greatly amplified to your audience if you just take the time to count the numbers of the words you you find within each sentence of your copy. Now, that’s not particularly excellent copy, but it’s pretty damn good, because the word you is used over and over again. I’ve counted, like for example, in one sentence I’ve used you or your four or five times and the sentence is only 15 words long. It’s something that if I pointed out, it becomes painfully obvious, but your subconscious mind when you’re reading copy and most of it is subconscious does not pick up on this.

It’s just going oh, feed me, feed me, and it’s so essential to think of it in that perspective, so one of the tricks I give for helping people do this is to put a picture of your avatar, and you should have an avatar by the way; an avatar is just your ideal customer and we can get back to ideal customers in a moment. I’m going to flood people with content here.

So, ideal customers are very important, but put a picture of this avatar right on your monitor as you’re writing the copy and just talk to that one person and it would just, that one trick along with the you trick, it can literally double and triple conversions for people that don’t already use those principles in their copy.

Jason:

Okay, fantastic. That’s good to know. So, talk to your avatar and use the word you.

Jon:

A lot.

Jason:

A lot. A lot! Okay.

Jon:

You really can’t over do it. In fact, I’ve tested this. I wrote a sentence one with nine yous and it had 22 words in it, if I remember correctly, and I said, ‘does anything look weird in this sentence? Can you pick out the strange word?’ and people were saying weird, odd, because that was in there, or people were saying, I don’t understand what that word means because I pulled it out of context of a product, but no one said, yeah, it’s got a million yous in it, man, what’s going on? Are you like, you know, got a stutter problem or something? Because you don’t pick up on that. Your subconscious mind simply reads it and it’s just, we just love the word so much, even the most selfless of us just will not pick it up. So, it’s very important to use.

Jason:

So, the word we isn’t that effective?

Jon:

No, it’s very effective. That’s a rapport language. So, you, is what I call direct. That’s a direct language. I’m speaking directly to you. I am not as much building rapport as I’m talking to you at you, with you, rapport is far more with us, it’s far more talking about like, you and I both know, in fact, smart people everywhere know that. So, you see what I just did there, right? You and I and I just anchored us to smart people everywhere, so it’s a little pat on the back, but what I’m saying is you and both know that without changing your diet, you’re never going to get that body you want for it, right?

So, everybody is going to say, yeah, we know that, right. So, to make sure that someone says yes, they know that. I’ll throw in the phrases like, you and I both know and, you know, smart people everywhere know this that without changing your diet you will never get the body you want, right? I’m kind of talk in copy. I’ll talk to people in that way sometimes without away from the copy writing world, but it’s a great way to communicate because it builds so much rapport with the person you’re talking to, because when I say you and I both know there’s only two people in the room and you can say, we both know, and using the word both is huge.

So, check out the difference in this sentence. We know that, I’m going to use. I’m in the fitness industry a lot, so I write for the fitness industry a lot. We know that exercise changes your body. Obvious, right. Well, we know is often used in sentences that follow – studies have proven at university settings that la de da.

You know, it’s more about we consciously, as the human species know.  Where I say, we both know just the addition of one word changes the entire dynamic of that sentence. We both know that exercise can radically change your body. Notice what I did that. I didn’t even say our bodies. That’s one thing I do a lot in my copy and people don’t pick up on it unless I spell it out or they are professional copywriters they’ll pick up on it, but I’ll say, we da dee da, you.

So, in other words, I’ll take from we, the two of us, to you, and you can do this and it’s grammatically completely incorrect, but you have to throw the rules of grammar out when you’re in copy, but it’s a great way to build rapport and then direction. So, building rapport with you, with we, and building direction with you.

Jason:

Okay, so what is the basis of all this, Jon. Is this all NLP or Neuro Linguistic Programing stuff or does it come from a variety of sources?

Jon:

Yeah, it’s not all NLP. People have kind of attributed me to kind of attributed me to being an NLP guru. I’m really not. I’m well studied in it. Harlan Kilstein is a great NLP guru when it comes to copy writing. In fact, he’s the only one I know that’s actually certified to actually do it on a business level, but no, that’s not. It’s NLP sort of. I mean, it’s not the science of NLP per say. That’s more geared toward precept positions and future pacing and things like that. That’s more NLP. This is more just the study of psychology and language. So, if you want to call it NLP, you can. It’s easier to say, so often I’ll just lump it all in with NLP, but really it’s more or less just how the psychology of the mind works as far as persuasion goes. So, I think of this more as a persuasion tactic, that’s what I call it in my courses. Is persuasion skills.

Jason:

If there a, like if we go just back up here and we talk specifically about a couple of techniques, but if we just back up and go to the 30,000 ft level. What is the sort of overriding big concept, big idea that you want us to get and then we’ll go through some more examples, I’m sure.

Jon:

Yeah, we dove into something very specific right off the bat and I wanted to do that to set the tone of this high view, if you will. Your copy, whether it’s in a sales page or video sales letter, I do a lot of those as you know, blog posts, emails. It doesn’t matter. This is all applicable. Whenever you’re writing something to influencing someone to do something that you want, hopefully that something is something for the better. You’re trying to influence to lose weight and get healthy and you have a product that maybe does that.

So, whatever you’re writing to influence, think of it that way, it doesn’t have to sell something, just to influence anyone. You need to take the approach that you’re writing for one single person. For example, if you were writing to your sister to influence her to come visit you for the holidays, you’d be writing to literally one person, right.

Well, imagine the power you would have with a list of 100,000 or 10,000 or 5,000 or however big your list is if you wrote to that list in an email and sent them to a page, a sales page or a video sales letter and the language was like it was written to your sister, perhaps not quite as personal, but almost as personal.

That’s the concept I’m wanting to get across to you, because yes, there are times you would say to one person, I’m using a sister as an analogy. You know, there’s a study that came out that really blew me away. I think this will really impress you as well that said blah, but I’m still talking to one person. It sounds like I’m still talking to one person. I’m quoting a study.

I could talk about any fact, anything about a product or a service that is a benefit, a feature, something that I want people to know about, whatever, and make it sound like I’m talking to one person and that’s really the big, big secret to a lot of the great copy writers in the world is they start from that mile high framework that I’m going to be speaking to one person.

That means that you have to do your homework. If you’re a copywriter and most of you guys aren’t and I’m not suggesting that you should be, what you should do is take the skills of a copywriter and apply it to your business. That’s what I teach. I don’t try to teach people how to become copywriters except for a very select few people. I want to teach people how to use the skills that we have and continue doing whatever you do in your own business whether it’s one of the best podcasts in the world, like you, or whether it’s someone that’s trying to sell car parts. It doesn’t matter. Take the skills and apply it.

So, do your research, know your avatar, know your customer. Know your ideal customer preferably and know them so well that you can speak right to them as if they’re one person. Do that and right off the back your sales and conversions will increase.

Jason:

Let me ask you about the avatar concept and the sort of the ideal customer or ideal client concept, if you will. It’s interesting and it goes along with your talk to one person philosophy, which I think is great by the way. Your avatar isn’t, like if I look at my different companies that I own and my different customers for them. Gosh, you know, they are not all 42 years old with two kids, you know, and their kids are x ages and this is their problem. They are all different. I mean, they really are. How do you have an avatar really?

Jon:

Yeah, it’s tough and the best analogy that I’ve heard that makes sense to me, especially as a foot ball fan, think of a football stadium. In a football stadium you’ve got people literally of all ages from infants to elderly, right, all over the place, yet if you were to picture in your mind the prototypical NFL fan, what would he or she look like? That’s how you define your avatar, because here’s what’s interesting, the avatars of also fans of the fans. Think of it that way.

So, your avatar for your podcast, for example, might not be a 41 year old executive that earns $200,000 or more that lives in a blah, blah, that might be like a lot of them and that’s great, but think how many people would like to be that person or like to hang out with that person. That’s the secret to the avatar.

So, when I think of an avatar, I think of someone that not only fits the ideal person that would buy my product and be a raving fan, that’s another thing. Not someone that would say, well, I guess I’ll give it a shot and kick a tire or two. I’m looking for the raving fans. I think of how many people want to hang out with them. How many people would like to be like them in some way form or fashion and that really expands your avatar reach.

Jason:

Okay, good. That’s a good way to think of the avatar. So what are some of the biggest problems that marketers have today?

Jon:

I think the biggest problem that markers have today is they’re trying to churn and burn without having any personality, without having any sort of real voice and I said this in my most recent book that the people who are in marketing, the only people to survive the oncoming tsunami that’s going to take out the vast majority, sometimes very lucrative, but they are really one bit marketers, guys that have a pity way of saying things that really don’t believe that all in their product, but they know how to communicate it, they’re going to be swept away, because more and more and we see this so much and YouTube celebrities becoming super, super famous, for example.

So famous that South Park just did a spoof of it in their last season finale of a YouTube celebrity that I’ve never heard of because I’m into gaming, but is the most subscribed YouTube channel in the world, if you can believe that, it beats YouTube at YouTube.

So, these are becoming celebrities in of themselves and where I’m going with that – thing is it’s essential to understand that the reason they are celebrities is because they have personality, they have a voice. They have a voice that people will rally behind, so in your community, in the fitness community, in the internet marketing community. The people with the voices and I’m not talking about my literal timber in my voice. I’m talking about people with something with passion, something with heart, something with – something that probably abrasive as well. I mean, because everyone that’s got a voice, if you think about it, that people that follow, they are huge raving fans. Howard Stern leaps to mind, you know, massively abrasive also massively followed.

So, I’m not suggesting that you got out and be abrasive, but you need to be yourself and my own personality can be somewhat abrasive in a humorous way. I don’t try to purposely alienate someone like Howard Stern would do. Well, I take that back. I alienate Justin Bieber fans very quickly, so I may have a lot of inside jokes about that, but people will either respond to it or they won’t and that’s what you want. You want raving fans. You don’t want a whole bunch of lukewarm, ‘yeah, I think I’ll try that out’ guys and that’s what the marketing world looks like right now.

Jason:

So, that’s an interesting topic and I’ve long talked about the concept, Jon, and I want to see if this is the same thing you’re referring to, the concept of intentional polarization. I use the example of three radio talk show hosts in LA. When I lived in LA, I grew up there and Orange County, your radio area where you are. I’d listen to talk radio and I thought the most rational, logical guy in the radio, who by the way used to endorse us, was Dennis Prager, okay, but Dennis Prager is just not that popular.

The guys who are popular are. I mean, he is, of course, but he’s not as popular as say John and Ken or Rush Limbaugh or the more sensationalistic type of people and that might even be the wrong word, but I’ll just say the more opinionated type of people, how’s that. There’s something about, like, people want to follow people who have the guts to take a position, don’t they?

Jon:

They do and an opinion gives them the neurological ability to make a decision and that’s what most people can not do. I’m not trying to be insulting to anyone in the audience, but the studies just show this. The majority of people have a very difficult time making a true decision and when I mean decide, I mean, the Greek word where you sever all other possibilities.

It’s very difficult to make a decision let alone on a turn of dime, you know, it’s very difficult to do that and when you have somebody that you like as a person that you can say, yeah, I kind of dig this about him or her. That’s kind of weird, but for the most part they are cool, you kind of look up to them, you kind of think they’re awesome.

You wouldn’t mind having a drink with them and they say, you know what, the one thing I will never eat is fish, ever, ever, ever. I’m making this up. I eat fish all the time, but I will never eat fish. The reason why it’s mercury, it’s the toxic meltdown in Japan. It’s onward and so forth their logic on fish. People want that.

They need to be helped along in making decisions and it really helps to relate their mind because people are busy. Everyone who is listening to this right now is really busy with their lives, their family, their children if they have them and the last thing they want to do is sit there and debate on what words to use in their copy or what meal to put on their table. They need somebody with a very hard opinion that’s got results that says, yeah, this.

Jason:

Okay, so, I’m wondering do you have a number two if it’s have an opinion, use polarization, help people make the decision that way. I love that. That’s good and it seems pretty easy to do that. Is there a number two biggest problem marketers after that one?

Jon:

I go back to what we were talking about originally and that’s the fact that marketers try to market everyone. That’s a huge thing I’m dealing with right now with one particular writing client. I don’t take very much writing anymore as a professional copywriter retired, not from an age perspective, but focused on my own – on teaching others copy, which is far more enjoyable, because it’s far more profitable for everyone, but I still take occasional writing gig that comes along that has the zeros behind it that warrants it and this one in particular, they are wanting to have this product appeal to every single person on the planet. I’m like, I get your logic. I mean, I understand why from a media buying aspect, but man, if you niche this down. You can spend far less money and create a far more bigger impact with it, but that’s not what they’re interested in.

Jason:

I think people believe that, at least to a large extend, but they are afraid that they may not capture that niche and then if they didn’t do things in a broad enough fashion, they lost everybody else too.

Jon:

Right, yeah. I’m just going to go back to look at the mentors if you study financial mentors at all from Warren Buffett to Steve Jobs.

Jason:

To Jason Hartman!

Jon:

Jason Hartman, yes, exactly.

Jason:

Poor investing.

Jon:

Yeah, it’s the best kept secret ever. One of the best things that they say is focus on one thing. I mean, Buffett takes like what one investment a year or a month. It’s something ridiculously low. Focus on one thing and master it. So, if you’re afraid to focus on your niche and master it. You’re either in the wrong business or pick another niche. Pick something that you’re so confident that you can do it.

I mean, don’t get me wrong, I have a diet book that would appeal to anyone wanted to go on a diet, but even in that I polarize. I will have a section inside my copy always and you should too. This is who should never buy this product and I actually like to start with that. I actually like to start with a page that says, take this quiz to make sure that you’re cool enough to have my product is basically what it’s saying.

So, it’s like, if you meet the following criteria, do not click on that next button. It’s reverse psychology to the infinite degree, but it’s also a massively cool way to justify the person clicking. So, in other words, the clicks you’re going to get are going to be much higher in conversions because they are qualifying, so yeah, but it also kicks the tire kickers out.

Like, on my 3X product I say look, if you’re not willing to invest at least three grand or more into our business, then I hear the post office is hiring. You know, then you’re just, you’re not part of the cool kids club and that’s only the people I don’t want to deal with. So, I think, so, that kind of an honest approach and let me just say one more thing if I can, Jason, if we have the time for about what’s missing is honesty.

I mean, like, just balls to the walls as gutty as you can honest in your copy. I don’t mean to say don’t use, like, wild examples or humorous stories or things like that that have some shreds to truths to them, big fish stories. I’m talking about honesty when it comes to the product itself, the results they are going to expect. The amount of work they’re going to put into it, etcetera.

I mean, I’ll use work as, especially in 3X I’ll use it as – it’s a qualification to even get the product. You have to click on something saying I’m willing to do this. I know that nothing comes magically. I’m not going to press a button and out comes, you know, a multimillion dollar sales page. So, you know, I’m going to speak bluntly and honestly to them and the people that won’t buy are people that will refund anyway.

Jason:

Okay, so Jon, let’s talk about Modality Marketing and your VSL product. I mean, you really have an incredibly comprehensive product. By the way, this will be available and I think you’ve got a special offer for them through our affiliate link at HartmandMedia.com/VSL. There’s – this solves a lot of problems. I mean, I was just amazed when I got into this system and looked at all the ways – you just kind of automated this and made it pretty easy.

Jon:

Well, yeah. In my pitch, it’s this. It’s as easy as it’s ever going to get. So, nothing is easy. In fact, I avoid using the world easy and sales copy unless it really is easy. Pop this pill and presto, you become instantly handsome. I take those pills by the way.

Jason:

They’re not working!

Jon:

They’re not working, I know. So, that’s easy. I can say, yeah, it’s an easy way to become instantly handsome, but that doesn’t exist, right, so what I say is look, it’s not easy, but it’s as easy as humanly possible. It’s as easy as it will ever get. So, if you’re looking for anything easier, you might want to check out the neighboring planet when we find extraterrestrial life. Maybe they figured it out, but as far as we know, this is as easy as it gets.

So, yeah, the principle behind, it’s called 3X Sellerator. The reason 3X is the brand and Sellerator is what it actually does. It accelerates your sales. So, the reason behind – the reason for Sellerator being so effective is the fact that A) it has been made as easy as possible. I took a whole bunch of the most high converting video sales letter and that’s what VSL stands for, video sales letter and put the slides themselves into a template that is literally click, choose the copy you want, edit it to your likely, hit save, and it saves a slide inside the software and you can keep going until you’re literally learning the art of copy writing without having to become a copywriter as you go, but as you go you are also building your own sales letter.

So that’s really cool and that’s why people have done so well with it is it’s taken the friction out of learning, so one of the things I am sure you’re familiar with, you buy a course and you’ve got 29 videos and you get through the first three videos and then the baby cries or wife calls or something else happens, you go on vacation to Maui and the next thing you know, you get back and it’s six months later and they’re collecting dust, right.

Well, the way to get around that was to put a lot of money into proprietary software that kind of bugs, you know, it doesn’t let you off the hook that easy. I’ll send you emails constantly saying, hey, how are you? Are you past step one yet? Get in there and do it and really, really just put your mind to it and just go in there, click the buttons, make the right choices, learn some art and skill while you’re at it, put your own voice into it.

It’s not a machine that spits out the same copy for everybody. That would suck, right. It’s a machine that has allowed non-copywriters to earn over a billion dollars. I said that with a b and that’s correct. A billion dollars in revenue since this came out and the reason why it’s not cookie cutter. It’s as easy as it gets while still teaching you the stronger elements of copying to where you can just type it in to a little slide and save.

Jason:

Yeah, good stuff. So, how does that address the Modality Marketing concept.

Jon:

Oh, okay. The modality marketing is the principle that we need to be hit by different areas of modalities and modalities can be sensory, for example, touch, taste. That kind of thing. Those are sensory modalities and I’ll use those words a lot. There already in the copy, so you don’t have to think about, ‘oh, wow, am I being modality enough?’ no one ever asks that because it’s already in the copy, but one thing that you will see a lot of in my copy is I’ll have sentences that say, ‘you see, one of the things that people really feel when they think about fitness is..’ wait, what did I just do? How many modalities was in that sentences?

Jason:

I don’t know.

Jon:

Three.

Jason:

Three, okay?

Jon:

It doesn’t have to be like, you see, can be used in a phrase like that. Your subconscious doesn’t matter, it doesn’t matter. You can spell the wrong word spelled correctly, for example, works as a modality as well. It’s just kind of a really touching story about blah blah. Okay. Well, that gets the sensory modality of feeling, touch. So, that stuff is very important because the mind has to operate at all of those angles. When you start talking about think your way through this and your brain will know and even that’s an issue – your brain will know. That’s two thinking, right, back to back – brain, know.

So, a lot of copywriters will appeal to just two or three areas of sensors. They wouldn’t think of taste, for example, for copying writing sales letter, but I have taste all through mine, like the taste of success, the taste of freedom that comes from – you see where I’m going with this?

Jason:

Is one modality more powerful than the other? I mean, certainty most of our data comes from our visual sense I believe. Is there one or two modalities you want to favor?

Jon:

For me, it’s emotion. So, it comes from the feeling and sensory modalities. So, more a kin to the words feel, touch, experience, explore, those are the ones that take you out of that left brain and I know that I’m being overly simplistic with left and right brain, but for the sake of the conversation, left is being logical, right being more emotional, puts you more into that right brain, upper eye area of, kinesthetically speaking, of what you want to think about.

So, yeah, people respond to feeling more than thinking. If you want to take this – to simplify modalities, you can think of it this way. 75% of all sales are done from an emotional level and 25% from a rational level and the 25% rationality is usually geared to justify what they just bought. So, it’s not too abstract to say that nearly ever purchase you make is based on an emotional decision and you may believe that it’s completely rational and I’ll give you an example, if I have the time.

Jason:

Yeah, go for it.

Jon:

Okay, let’s say you don’t have a care. Your car was stolen and you need a new car, because you work across town. That’s a very logical need. There’s nothing wrong with saying I logically need a new car. So, I’m going to write a sales page and say, hey, do you need a new car? Get this car.

Jason:

That’s not too powerful.

Jon:

Is that going to work? It’s not going to work and here’s why, because no one says, no human says, or very few humans say. I need a car. They say, I want a red Volvo with ten leather interiors that goes x miles per the gallon and that’s a hybrid, whatever. So, those are all wants and every single one of those wants is based on an emotional response. Red, red makes me feel powerful. Leather, leather makes me feel rich. You see where we’re going? It’s all feeling based, guys.

So, that’s the most important aspect of copy from a modality perspective is talk to the feelings and I think copywriters do this and they make a huge mistake. They do this with women for a women’s product and they don’t do it with men. It’s a terrible mistake. It’s actually. It’s, you know, it’s reverse misogyny. It’s actually just misogyny, but I’m just kind of playing around with the term. You know. It’s like men aren’t emotional, just forget that with guys. That’s not true at all! That’s not true at all. Men might be more shy to admit it, but they are every bit as emotional as women and women are every bit as logical as men, so you have to just, you need to play this game on both sides of the fence.

Jason:
I assume you’re going to say you prefer video to any of the other mediums for marketers or do you still like text copy a lot?

Jon:

Oh yeah, I really like, I like it all. So, here’s what’s interesting that when VSLs first came out, I was the first guy to put a video sales letter that people – the ugly style sales letter where it’s just the words that are black words with red words that are highlighted and those red words are NLP. That’s where I got the reputation for being a NLP master. They’re just NLP commands, you know, or NLP suggestions. Like, I might suggest the word, listen, for example.

To this very day I see video sales letters that look like ransom notes and they have no idea what they are highlighting and they just do it completely wrong, but the point is that style was my invention and when it came out, Ryan Deiss, who is a very famous internet marketing said well, text-base sales letter are just dead. I know Ryan doesn’t use any text base sales letters that I am aware of right now and he uses all video and VSL stuff to do that. I certainty think VSLs are the most powerful tool that you can use in most situations.

However, why would you, like, say for example, your legs are the most powerful muscles in your body, so I’m just going to train them. I’m not going to train my upper body at all. That just doesn’t make any sense. So, for me it’s all about training your entire body, so it’s the same thing with market. I’m going to have the most powerful weapon in my arsenal, which is a video sales letter in most industries, but I’m also, based on modalities, because some people as people are not as visual as others, some people are not as auditory as others. Some people like to read, right? So, I will also have a text-based version, which is why Sellerator kicks out both. A video sales letter and then the text that you can simply pop into an HTML editor and presto, you have a sales page.

Jason:

Can you do this with just audio say on a podcast?

Jon:

Sure. Audio is one way of doing that. We tested audio and then having the podcast have the audio transcribed underneath it and every time the transcription beat it. So, yeah, I think – now obviously when people are listening to this in their car, that’s not going to work and that’s why by the way, we talked about this at the mastermind, I love podcasting. I started – my podcast shot up to number 47 on iTunes on my third podcast, which is pretty damn good.

I used a marketing trick to get it to do that and it’s really simple trick and then my mic broke and I haven’t done a podcast since and I’m speaking into my new mic now, so I’m going to start that back up at the first of the year, but podcasting is awesome, because you can listen to it and again, it’s a different modality and this is where you go – modality has multiple definitions. You have a modality of mobile. You have a modality of static.

You have a modality of activity. I know that sounds really strange, but think about how different you perceive and want to adjust information when you’re on a treadmill versus when you’re sitting on a couch. It’s not always the same. When you’re driving your car, it’s going to be a podcast or music or whatever. When you’re sitting at your desk, it may not always be a podcast, because you’re listening to the podcast and you’re doing something else, so you’re reading and listening at the same time and that’s the part of the brain video sales later taps into. You’re reading and listening at the same, which increasing retention.

Jason:

Yeah, very good, very good point. Well, Jon, this is great stuff and again folks, that link if you want to check that out. Do you want to mention anything about your special offer?

Jon:

Yeah, it depends on what time of year they are getting this too. Sellerator three just came out two and a half months ago. So, we have a special offer on that that’s got a $1,000 off and that’s an actual real deal, real $1,000 off and we’re also giving away a product that I sold for several years, $4,000 – $997 to be specific, we’re giving that product away fro free and that’s what I call a $100 Million Dollar Conversion Seminar and the reason why it’s called that is because the video sales letters in that room were some of the top guys in the world. They were making over $100 million a year with video sales letters and I’m teaching the class. So, why would these guys making all this money come to me? Well, because I helped them make.

So, if I can help them, just think what I can do for the average person. It’s eight hours of video, so this is where a lot of people bought to original course and said man, I love the course, but that eight hours of video just made me millions or tens of thousands depending on your scope of reach, of course.

So, we’re giving that away for free and what I did for the clients who bought it is I gave them another gift that was worth even more money and then everybody’s happy. So, that’s what’s going on right now. I’m not going to keep that for free for very long. So, we have it for free for your peeps over at JasonHartman.com.

Jason:
good stuff, well, Jon, I appreciate that. It’s HartmanMedia.com/VSL and thank you so much for joining us today. Any closing thought just real quick?

Jon:

I will close with this – if you draw a circle on a piece of paper right now. Do this in your mind and you draw a line right down the middle and you write on the life hand side of the circle ‘my sales copy’ and that’s on the left and on the right hand side write, ‘everything else’, make that your day planner for the next 30 days. I challenge you to do this and I dare you to prove me wrong. If you don’t double the amount of money that you make online. I would be really, really surprised, because copy is the front line of every sell ever made on any website. So, you need to get this stuff down. You don’t need to be a professional, but you do need to have the tools that a professional can give you.

Jason:

Good stuff. Well, Jon Benson, thank you so much for joining us.

Jon:

Thank you, Jason.

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