Behind-the-Scenes: CopyHour 2024 New Year's Launch

Part 2 - The NEW Big Idea for CopyHour ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ If you caught my email yesterday, you know that I'm doing a small email series taking you "behind-the-scenes" on the CopyHour 2024 launch for next week. In part 1, I talked about how the offer is already set for CopyHour (and has been for a decade). It's a 90-day course dripped daily via email, teaching you how to write winning sales copy, piece-by-piece, starting from scratch. - I curate a swipe file or high-converting, tested, and winning ads and send one to you each day via email. - Inside the email I breakdown the copy using the 4-part 7-Figure Sales Framework. - You then copy each of those ads in your own handwriting to "internalize" and absorb the style into your subconscious. - And you do it every... single...day, for 90 days, to "program" persuasive copywriting ability into your brain. Now, jumping into part 2. In this part I'll talk about how I'm determining the new Big Idea and also figuring out Bonuses & Upsells. Here goes... I recently sent a survey to my buyer's segment. It was a 2 question survey I've run a few times before. The first question was, "What was the #1 reason you decided to purchase CopyHour?" The second was, "If I were to add 1 single training video to CopyHour to make this course 2x-10x more valuable... what would the topic be?" This survey is not perfect by any means for 1 main reason: Most people, myself included, have a hard time honestly or accurately relaying why they've bought something. The second question is actually a better question but only for 1 reason: this survey is sent to buyers -- people who buy courses. So if those buyers want something, there's a good chance that's actually something they want and might buy. I'm using question 2 to better inform my Bonuses and my Upsells. For example, I'm getting a variation of this response a lot: "I really like sales letter breakdowns" and "Copy breakdowns of 10 to 20 best emails". I wasn't expecting this because I do a whole lot of sales letter breakdowns in the CopyHour course and especially in the group coaching calls. So I know that I can do 3 things: - Rephrase some of my wording in the Offer part of my sales page to better reflect that you're getting sales page and email breakdowns in CopyHour. - Make sure I create a Bonus that includes copy breakdowns. - Use this knowledge for an Upsell that includes copy breakdowns. You'll notice that I'm not shifting my entire strategy or throwing out all other Bonuses and Upsells... but I have a little more knowledge about what kind of Bonuses and Upsells might work. And I found a gap in some of my sales page copy. Pretty cool. Now let's talk more about the first question of that "Why Did You Buy?" survey and what I'm thinking for the Big Idea. In the email yesterday I talked about how each product you sell (and corresponding sales page) should have a Big Idea. - The Big Idea is the "main appeal". What is the underlying promised benefit of the product? - A Hook is simply a way to grab attention for that Big Idea. We talked about how the CopyHour course, now 10 years old, doesn't have a "hot topic" Big Idea or Hook attached to it. But that's okay, because I'll use "hot topic" Hooks in my email promotion. And I can use a little trick reserved for products that have been around for awhile. This trick is to rely on social proof for your Big Idea. A big chunk of the responses to "Why Did You Buy CopyHour" go like this: - "Heard hand copying was the thing to do from Gene Schwartz, via Brian Kurtz." - Recommended by my coach. - Highly recommended by Ian Stanley. - "I’d considered buying Marie Forleo’s course but I chose CopyHour because of the handwriting exercises. Ed Dale and Mike Dillard recommend it." - "I heard about it on a podcast from a former client of CopyHour." - "CopyHour was mentioned by a marketer I like a lot during one of his podcasts, so I decided to give it a shot and it was worth it!" So I've taken these responses and paired them with a similar benefit the course has always had. Plus, I've had discussions with a new big affiliate for CopyHour on what his audience is looking for... And the Big Idea we've settled on for the new CopyHour 2024 sales page and promotion is this: CopyHour is the "launchpad" that started the copy careers of some of today's best copywriters like Dan Ferrari, Ian Stanley, Ning Li, and so on... In 90 days you can go from zero to writing winning copy that lands you clients. The first part is more like a Hook. The second part is the similar Big Idea I've always had in place. With this new Big Idea driven by social proof, the new sales page will be much more direct (versus the "secret" concept you might have seen before). You'll get to see that page in action next week. Now, for the next behind-the-scenes email I want to get into the email promotion and how that will all work. Which will include some examples of email hooks I'm working through. If you're curious to learn more about email hooks, stay tuned... Cheers! - Derek Sent to: {EMAIL} [Unsubscribe]( CopyHour.com, 340 S LEMON AVE, 5007, WALNUT, CA 91789