THE $600,000 SALES LETTER THAT CHANGED MY LIFE

Back in 1982, I received one of the most fascinating sales letters I'd ever seen. The headline, as I remember it, was something like, “I Paid This Man $600,000 Because He Made Me $2 Million.”

Here’s a pic of me holding the letter. I kept it to this day as a reminder of the day my life changed.

Picture

The man being paid was Jay Abraham. The story involved Howard Ruff and the extraordinary value of knowing how to market to customers after the first sale.

I was hooked. I paid about $500 for a set of five or six booklets by Jay Abraham, which was a LOT of money for me to spend on marketing information back then.

Here’s a pic of me holding the books

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But here's the fascinating part. Those booklets helped me see a business in a completely different way.

There's the front end. There's what happens in the middle. And then there's the back end. A customer doesn't have to be worth only the price of that first purchase.

I was learning something that, even today, many marketers can repeat as a slogan but have a hard time applying. I want to explain it the way I've always pictured it.

You're driving down the highways on a summer night with the windows rolled down.  You see lights down the road and what appears to be a ferris wheel.  You hear the sounds of a carnival.

You decide to pull up.  And as you get out of the car, you smell the trukey legs and hot melt-in-your-mouth corn on a stick.  You see kids walking around with cotton candy on a white stick.

Your mouth waters.

You buy a ticket and walk in the gate.  You've just entered the world of the "front end" of the carnival.

It's where the bundt cakes, turkey legs, cotton candy, caramel covered apples are. Oh, and don't forget those delicious corn dogs!

In a Nutshell, Here's What I learned About The Front-End, Midway and Back End (Where the real Money Is):

Here's how i turned my first $500 product into a back end profit beast...

A friend of mine, Bart Baggett, had somehow got advice from Dan Kennedy, which even back then was a pricey thing. And Dan told him he needed to charge over $50 for his "front-end" product.

So when I launched The Amazing Formula That Sells Products Like Crazy, I charged $67 for it. And I only had ONE "back end."  It was $500. And then later was $1000.

I remember we ran the numbers one time and 1 out of every 8 people who bought Amazing Formula bought the back end product Cash Like Clockwork.

And we sold thousands of copies of Amazing Formula.

It has had many versions over the years.  I call it The Big Course now for reasons I talk about in my MMM newsletter.

If you're new to my world, the Marlon's Marketing Method newsletter is my "must subscribe" newsletter that comes out every Saturday and is the one "go-to" source for the true scoop on this business.

I had a stupid-simple marketing system for selling my $500 course.  Worked like magic.  You'll laugh when you hear how simple it is.

Anyway, recently I had this brainstorm.  I bet OTHERS had developed super cool and deadly effective ways to sell THEIR "back ends" also.

And I wanted to know what THEIR methods were. So I did the deep dive research I'm famous for.  And boy, I unocvered some whoppers.

My goal is to give my customers huge, giant advantages in the marketplace that others don't have.  So they can win the game of online marketing.

Which means I won't be keeping the secret report I created to myself the way most other marketers do. You'll notice that they seldom teach you the ways THEY market their own business.

They teach you "other stuff."  I don't roll like that.  I want to make my CUSTOMERS the big dog heroes, not myself. So I teach you what I do.

When they walk in a room, I want it to go quiet. And you can hear the whispers, "That's so and so."

INTRODUCING

(Place your product here)

Introduce about your product a bit, and let them how UNIQUE your product is, and continue the product introduction by listing 3-4 main benefits of your product:

List More Benefits Your Visitors Can Get If They Buy

Offer Some Special Bonuses For FREE!

To increase the value of your product, you can add some additional bonuses for FREE. Something companion with your main product. Maybe like training videos, free access to another product of yours, members-only forum, etc. And importantly, you have to offer a support or help desk for your customers.

Tell Them The Price Of Your Product

First, you can recap what they will get when they purchase by listing your main product and all the bonuses. Give your main product and each bonus a value. Calculate all the values to obtain the total values. For example:

Based on the total values above, you can let them know that you can easily sell your product for about $400 - $600 because you already spend so much money and time in developing the product. However, you can tell them that you won't charge them for that price. In fact, you won't charge them even for $200 (which is less then a half of the total value).

You only need to pay for $600 $400 $200 $97 if they act fast. You can use a scarcity tactic by letting them know that you will increase the price in x days later, or you will close the offer in x days from now.