Today I have another cool copywriting "Lead" for you: the Scarcity Lead.
And I'm going to present it by breaking down a short but punchy sales letter from the Motley Fool (a behemoth in the financial niche).
It's a great example of getting under people's skin and arousing their deepest desires by highlighting how they'll miss out on a unique new opportunity if they don't act now.
This formula is extraordinarily powerful...
And it works over and over and over again (regardless of what you're selling).
And the best part? It's super short too!
So it's perfect for you if you're a bit tired of long sales letters.
Check it out, you'll love it!
Prefer video instead? Watch Below!
“Not To Alarm You…” By Blake Borron
‘David Gardener is about to release his new stock pick.
Since 2003, the average stock pick in stock advisor is up 337% - more than double the performance of S&P 500.’
The history of David Gardener’s stock picks shows that it pays to get in early.
That is simply brilliant! Within the first few lines, Blake Borron:
- notifies the reader about a lucrative new opportunity,
- builds credibility by sharing eye-opening facts like stock price returns,
- and backs it up with evidence to maximize the chances of the ideal client to act now.
He presents the unique opportunity where the average stock pick in stock advisor is worth double the S&P 500 index.
Who would want to miss that, especially if the offer is presented to subscribers from an email list about stock price updates and making investment decisions?
The upward-sloping graph works as great proof of the value of the $10,000 investment in Stock Advisor today.
Next, Blake Borron creates an aura of exclusivity by saying that this opportunity is open to stock advisor members only.
However, if you are interested, you must act now.
Well, I am already excited about this offer!
Let’s explore more about the later sections.
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Paint The Dream
Then Blake Borron dimensionalizes the offer and future paces it.
What do the incredibly high returns mean for the clients? Financial freedom, paying tuition for kids and grandkids, and having your vacation covered.
Imagine having that. What else could you possibly desire?
Moreover, Blake gets into the exciting details as to why you should join now.
He builds a concrete debate on how MUCH you profit if you join early.
“If you joined on December 17, 2004, just before David announced his recommendation of Netflix, you’d be up 18131%.
If you invested just $1000 in each of these stocks, you’d be sitting on close to $319,059 today
And loyal followers of David Gardner who invested $5000 in each of these ideas would be worth $1,595,293 today”
Wow! That is crazy. That is how you craft an irresistible offer in the minds of the target audience.
So many proof elements make it a no-brainer at this point, especially when they can multiply their ROI several folds.
Also, there has never been a more perfect moment to join Motley Fool Stock Advisors as you are protected with a membership fee-back guarantee.
Price Anchoring Strategy
The stock advisor is now available at a 75% discount at $49 per year!
“For less than 16 cents a day, you get instant access to all of the market-crushing stock picks, premium reports, and valuable investment that Stock Advisor offers.
That’s the same as it costs to drive your car one mile.”
Then there is a Q&A section for objection handling.
It covers questions like how to invest without suffering losses, and more.
Finally, the last section knocks people off the fence.
“You are one step away from joining the world’s best investment community and enjoying these benefits.
Unlimited access to Motley Fool stock advisor recommendations (average pick up 338%)
Monthly access to Top 5 best buys by David Gardner”
Notice, how each and every aspect of copy reinforces the value of the offer and why people should act now.
Well, on my end, I really enjoyed this breakdown.
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Interested in more great content on copywriting? Check out my Copywriting Resource Hub where you'll find in-depth guides, interesting case studies, and practical resources that will help you boost your conversions and sell more, without being salesy or aggressive.
