How do you sell something bland like tax advice?
If you're like most copywriters, you'd probably list out all the features and benefits that the customer can expect...
And make sure that they UNDERSTAND how much extra money they could make (or save) by buying your product.
While this is certainly an "okay" strategy...
You shouldn't really expect sky-high conversion rates if you take this route.
So here's what superstar copywriter Parris Lampropoulos did instead...
He came up with a killer hook that sounds, looks, and feels exactly like an official letter from the IRS...
While also teasing at a "secret closed-door meeting" between the most influential tax experts in the country that will soon change everything.
Now THAT's an interesting idea, wouldn't you say?
Instead of trying to rationally convince people of the superiority of this product...
Parris went the other way and decided to build massive emotional intrigue + the instant "shock factor" that most people feel when they get a letter from the IRS.
As a result, this 11-page letter became a highly profitable control for 6 straight years (making Parris hundreds of thousands of dollars in the process!)
That's the power of great copy...
And in today's post, you'll discover how Parris actually pulled this off!
Prefer video instead? Watch Below!
“Dear Taxpayer” - What A Hook
“We are contacting you because of the urgency of your tax situation”
Oh! What did I mess up?
Let me check!
Parris Lampropoulos gets the reader’s attention right from the start with a creative hook. To shock the readers from their zombie state, he makes the sales letter resemble an official letter from the IRS.
Who would miss that? Brilliant strategy!
Then, he agitates pain by showing how exploitative IRS is and how the upcoming tax laws will be even worse.
But wait! You don’t need to worry - we got you covered with our tax advisory publication “Tax hotline”.
With inside knowledge and expert tips from top accountants, you can use various provisions to your advantage.
Now even I am interested!
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“Give money to your kid and deduct it as a bad loan. 100% legal if you do this first – page 84”
How to save your assets like car and home from being taxed”
Who wouldn’t want this?
A 72,000-word FREE report with hundreds of insights on the LEGAL tricks that will make you a fortune.
Parris makes it a no-brainer to order the publication and discover the secrets risk-free!
He effectively builds the credibility of the professionals by saying they charge $350 per hour and more.
While this enhances the perceived value of the offer, it serves as a price anchor whereby the final price feels like a steal.
Certainly an irresistible offer as you get access to ALL the tax loopholes.
There are plenty of fascinations throughout the ad that tease the offering and build desire.
Can you avoid paying taxes on assets like cars and houses? Wow! Let’s check it out.
How to refund last year’s taxes and more? Check Tax Hotline.
How Parris Lampropoulos Uses Brilliant Fascinations
Double your tax deductions without paying more.
Turn your $20K to $58K – 3 Tax write-offs at the same time”
Wow! Parris stimulates the audience's greed glands from several angles.
He teases the offering and future paces it to show what is possible.
The success of the promotion lies in assuring the reader that the claims are achievable, legal, and believable.
Loads of fascinations build an intense desire for the Tax Hotline.
At this point, the reader feels that they’d be a fool to miss this. How can you ignore such crazy, life-changing value?
With so many ideas and techniques, it’s a valid expectation that at least a few of them should work.
At the very least, you’d want to find out what lies behind this “curtain” of mystery. No wonder the promotion is successfully running for years.
Innovative tax solutions for free, tax angles you never knew existed, and tweaks that could mean a tax-free retirement…
Once you begin to imagine what that means, you can’t go back to your default state of inertia.
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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.