Dan.kennedy.-.copywriting.mastery.and.sales.thinking.bootcamp.pdf Better -

But the client ran an A/B test. The lyrical version got a 0.5% click-through rate. Leo’s "aggressive" version got 4.2%. For a $400 hammock. The client sent a bonus check directly to Leo: $2,000.

: This is the bedrock of the bootcamp. A brilliant sales letter sent to the wrong audience is a total failure. Kennedy emphasizes that the thinking behind who gets the letter is often more important than the prose itself. But the client ran an A/B test

The headline: "If you live on Maple Street, you are currently 72 hours away from a $15,000 disaster. (Read this or pay the price)." For a $400 hammock

Leo laughed. Then he stopped laughing. He realized he had no idea how to answer that. He knew how to describe the bucket—the curvature, the viscosity, the aesthetic. He had no idea how to sell it. A brilliant sales letter sent to the wrong

If you were to analyze the contents of the Dan.Kennedy.-.Copywriting.Mastery.and.Sales.Thinking.Bootcamp.pdf , you would find several recurring themes that serve as the foundation of Kennedy’s methodology.

Leo Vasquez was a good writer. Painfully good. He could turn a phrase like a jeweler setting a diamond, and his blog posts on artisanal leather goods were lyrical masterpieces. Unfortunately, lyrical masterpieces don’t pay the mortgage. His boss at the small e-com agency paid him $47,000 a year to write "engaging content" that no one read.