New Guarantees

I switched the price to a one time $300 instead of the subscription service. If you read the previous post on how much went into the course you’ll probably agree it’s still a bargain.

The other thing that’s changed is that you now have a money back AND "includes everything" guarantees. The money back means you can receive the first 4 lessons and still get your money back if you want. The "includes everything" guarantee is that I’m guaranteeing that it includes every topic in NLP relevant to copywriting. If you get through the course and feel like I’ve left something out, I’ll research it and create a bonus lesson so that you’ll have gotten everything .

That ought to settle it. You can look for a full 30 days without having to commit to purchasing the course. And then if you had concern about the quality (because quality does vary considerably in the NLP community), now you know that you’ll finish the course having been exposed to everything in NLP relevant to copywriting. I would say you’ll have learned it all but I can’t guarantee you’ll do the exercises.

What are you waiting for then? If you want to learn to use NLP in copywriting, this is THE place to do it. Or you can try to figure it all out on your own. If you compare that $10K+ way to my $300 course… well, you get the idea. It’s no comparison.

The landing page is a work in progress since I have other things going on too. I’ll be multivariate testing it too once I’m happy with the way it looks. You don’t have to wait until then to go get it.

How to Price Info Products

Recently, Bob Bly had a post commenting how one marketer had said the optimal price was so high that your customers complained.

I’d been wondering what to raise the price of my course to and commented on the article. Evidently Fred Gleeck has a model that info products should be worth 10X what the price is. That next question is how to determine the value.

If you have a product like Glypius or MuVar, the value comes as a return on your investment in your own business. You pay 300 Euros and make way more than that in increased conversions.

The example Bob gave in his reply comment was:

Louis: in the case of an information product, the marketer must explicitly make the case for the value he claims in the copy. For instance, let’s say you are selling an e-book of forms for consultants. To pay a lawyer or expert to create each form would cost the prospect at least $200 per form, and there are 50 forms in the book. Therefore, buying the collection of ready-made forms can save the customer $10,000, allowing you to claim a value of 10K for your product. Would I charge $1,000? Probably not. But you could charge $97.

The reason you probably wouldn’t want to try charging $1,000 is because the value of those forms would be specific to a particular individual’s deal. That’s what attorney’s and real estate agents charge for… knowing how to appropriately fill in the blanks and customize language.

I searched online for other pricing information and it was mostly academic. I’m guessing everyone else is just pricing according to what everyone else is charging.

Here’s how it relates to us:

I’ve already mentioned that by this time next week, I’ll have raised the price of my "Be a Hypnotic Writer" course. Currently it’s $10 per lesson for a total of $110 (first one’s free). I think that price grossly undervalues the information I’m including in the course. People tend to form an impression of the value based on the price.

Since a lot of this is based on the personal study I’ve done, I’ll low ball that and say my time is worth $50/hr. You couldn’t get a good direct response copywriter to work for that much so I’m being conservative. Most of the materials I reviewed, I acquired second hand or borrowed so I’ll estimate the cost.

If I’m using the 10X figure, here are the things I need to include:

  • Harlan’s NLP Copywriting Certification Seminar ($1000)
  • Accommodations (I opted to stay in a hostel), airfare, copies of the DVDs, expenses to attend the seminar ($550)
  • Completing the certification process (20 hours = $1000)
  • Several source material books on NLP ($50 + 20 hours including 5 I read completely and 10+ I’ve skimmed speed reading = $1050)
  • A few Richard Bandler seminars (36 hours worth = $1800)
  • NLP Practitioner (22 CDs) and Master Practitioner Courses ($2000 each plus 15 hours study invested = $4750)

Let me be clear that I’m not an NLP Practitioner. I’ve only reviewed the course materials to make sure this course really does include everything there is to know about NLP copywriting thus far. I am an NLP Certified Copywriter although that only accounts for about half of what I’ve learned about NLP so far.

The total is $10,150. That’s not including the time I’ve spent preparing the course. That’s also not including the time I took to learn copywriting before I began studying NLP or internet marketing. That’s also not taking into account that you probably can’t get Harlan’s DVDs anywhere and there’s not another course out there that teaches this material. Not only that, but it includes exercises so that you actually assimilate the material, not just read it.

By that standard, I should be charging about $1000 for the course. I may at some future date. In the meantime I’m going to raise the price to a one time payment of $300. It will come with a 30 day money back guarantee of course. I’ll still keep it on a weekly delivery autoresponder unless I add a physical product as well. I feel like people will be more likely to read the lessons and do the exercises if they have a deadline for the next lesson. That will also cut back on the number of folks who buy, download your entire product and then immediately ask for a refund. If someone hasn’t figured out if they’re going to use it by the 4th lesson, I don’t want to keep sending it to them.

If you want to figure a price based on your profit due to increase in conversion, no doubt the price would be even higher.

If you want to compare it to other regular copywriting courses, the price should be much higher too. Not many full blown courses go for less than $1000.

If you want to compare it to hiring an NLP certified copywriter, it would be much higher. The average copywriter charges around $3,500 for a letter while the average A List copywriter charges $10,000 or more. Through this course, you’ll develop persuasive copywriting skills that even some of those copywriters don’t know about.

Until next Sunday, May 18th, you can get it for $10 a lesson. It’s such a steal that I almost feel embarrassed about letting anyone have it at that price. It’s my way of saying thanks to my early subscribers and testers.

Free Copies of James Brausch’s Newsletter

James Brausch has launched a new newsletter called, "Testing." You can read a little about it here:

The deal is that he’ll give you an emailed version of the first issue if you request it on your blog like I’m doing here. Additional details are here:

And to whoever from James’ site that’s reading this, I can be contacted at writing at

PS. To everyone else, yes, the NLP Copywriting video is still in the works. It looks like it’s going to be quite a bit longer than the hour I was originally planning. Some of this goes way beyond anything Harlan taught us. I’ll also be showing you why even your attitude about people will make a huge difference in the way you use NLP. I’m excited for you.

Back on track

I’m happy with the look of my blog again.

A couple of notable changes are that I took the pages off the sidebar. It seemed a bit cluttered to me.

Instead, I’m going to post the couple of pages that had to do with improving copy so they’ll be searchable as well. The new look also emphasizes that I’m going to be more product than service oriented in the future. That will be more evident once I have a product to offer.

Of course if the cure to cancer or a water powered car were developed, I’d probably jump at the chance to write the copy for those kinds of things.

In the meantime, I’m planning an entry level NLP copywriting product. The certification process I went through last year was 3 full days plus a written assignment. The cost was $1000 plus travel and accommodations. If you opted for the DVDs instead (I got those too), you paid the same amount.

Most of the material on the market regarding NLP and marketing is either fairly expensive ($1000+) or rather low in quality. Written and spoken NLP definitely have some significant differences that could backfire.

If there’s something you’d like to see in a product like this, feel free to comment or email me at writing at louisrburns dot com.

When to give away the farm in information products

Several entrepreneurs were recently commenting on starting businesses featuring information products.

The main concern was whether they’d be giving away all their business secrets.

In the information age there are lots of people into Do-It-Yourself kinds of projects whether that’s remodeling a bathroom, filing for divorce, or even copywriting. The fortunate thing for most professionals is that more often than not, people just want to know how it’s done… they don’t want to do it themselves. Sometimes it takes a few tries to figure that out. I met a concrete flooring expert who said half of his work came from people who tried it themselves first.

Giving away information is the way to gain trust. If you don’t give it away, someone else will eventually. Intellectual property law will protect you for only so long before someone comes up with a cheap knock off.

If you’re a service professional, one goal with a product is to demonstrate to the world your expertise. That’s what many authors say anyway. Being a published author doesn’t pay what it used to. Now it’s often about getting your name out there.

Once you’ve demonstrated you’re an expert, the thing that people need is you. Anyone can swipe a winning sales letter and change enough for their own purposes. It’s the expertise that allows you to see the approach to take, which letter to swipe and how to adjust it for a particular audience.

In the end, you’re probably better off giving away the info. Of course test it.

There is more opportunity today than yesterday

Sometimes folks get down about the state of the economy or interest rates or the sub-prime market or whatever.

The thing to remember is that there are more ideas and opportunity today than there was yesterday. I don’t just mean gadgets either. Most new businesses that start do so because they’ve figured out a way to do something better or differently than before.

To really make this clear, stretch the time out over decades. Today (2007), there’s much more opportunity than yesterday (1997). Yesterday, the commercial uses for the internet were just getting going. The day before (1987), there was no internet and computers were huge and much more expensive than today.

I often see people promoting niches by looking at trends. What I don’t often see is people doing something a little better than yesterday. Some of the biggest advances come when we take the best of two industries and merge them.

For example, Copywriting is hundreds of years old. NLP is only about 30 years old. NLP Copywriting is arguably less than 5.

Another example is Matt Furey’s business model. The fitness industry seems like it’s saturated, right? Not if you merge several fields. Matt’s build a veritable fitness empire by combining fitness, psycho-cybernetics, and Chinese culture.

Rather than chase trends, consider merging what works in different fields. Find the best of a couple of different things and see if you can mix them or make them a little better.

Personally, I’ve played soccer for 25 years. I’m planning to make my next product launch merge things from NLP, psycho-cybernetics, and self defense into soccer training.

The other thing with opportunity is that you don’t have to be the best or the edge of the spear per se. As long as you can teach something to someone, you have a potential market. You don’t have to be the resource that the experts go to. There are lots of beginners. There are more today than there were yesterday.

Which list do you build and what do you do with it?

In comparing a couple of different business models, I’ve noticed some major differences. Namely, how much effort do you put into building a list of email addresses and/or ezine lists. And once you have them, what do you do with them.

A few differences:

  • James Brausch: collects email addresses but almost always only uses them to announce a new post has been added to his blog.
  • Jimmy Brown: doesn’t have a blog that I’m aware of and sends content/offers to his list. Dan Kennedy also does this but it was excessive the two times I subscribed over the years. His funnel and upsale autoresponders were very effect but now that I bought his course on small reports, they haven’t stopped. Hmm.
  • Joe Vitale: has a blog that has separate content from what he sends his email list. Sometimes he sends his email list blog update announcements. A significat portion of the posts are kind of out there in terms of showcasing his personal interests. I mean I like cars and guitars, but I don’t subscribe to blogs to read about them.
  • Matt Furey: last I checked, he sends identical emails as his blog posts so I unsubscribed from his email list. Lately, he’s been posting in batches which is a bit annoying to keep up with.
  • Clayton Makepeace: sends daily article snippets that lead you to the full article on his site. He also sends multiple offers and sneaks a few more in under his wife’s name.
  • Agora Publishing: recently, Early to Rise had an article entitled "How I Built a 100,000+ E-mail List WITHOUT a Website ." Evidently they did something similar to the old GoogleCash model and collected addresses after people clicked on their ad and then sent them on to an affiliate site. The implication is that they make their money through emailing their list (ie. no blog or website necessary).
  • Guys like John Carlton and Tim Ferriss only post up to a couple of times a week. I’m not sure if that produces ongoing income for them or not. Tim’s usually solicit more reader involvement.

Everyone on that list is making a lot of money online. I’m going to guess that James Brausch and Tim Ferriss spend the least amount of time doing it. I’m also going to guess that James’s ezine list is much more valuable to him than his email list. With the former, he can create mega traffic overnight to almost any new venture. He says he has a list of over 20,000 ezines. I’m reluctant to admit that I have no idea how long it would take to build a list that big. But then once you’ve done it, you’re just about set with his model.

The question here is how you want your business model to work. The advantage I can see to being blog based instead of email list based is that all your messages will be recorded and searchable for the folks who find you later down the line. You’ll also have more content for search engines.

There’s also the question of referring others. For another blog I’m creating, I wanted to list Jimmy Brown as an income resource. But all he has are landing pages. That makes it look like I’m only after an affiliate sale. James Brausch has a content rich site where you can send people to get educated. That’s a big difference. James’ post on Joint Ventures was especially helpful in thinking about all that.

One thing I will say for Jimmy is that his emails were very good. He even used the NLP tactic of therapeutic metaphors in which he described someone who tries to push many different cars and never ends up getting any of them going. The story contrasts that with another person who sticks to pushing only on car and eventually makes good progress as it gets easier with momentum.

The lesson here is to get started and keep going. You can always incorporate new things you learn but you have to focus on something that works for you. And chances are that if someone else is making it work, you can too.

Letting a time sucking someone go

I recently began negotiations with a potential client.

He was an agency and his website looked pretty good. He knew of Hopkins, Caples, AWAI, etc. I wasn’t going to have to educate him on direct marketing. Big plus.

From looking at his current landing page, I could tell he needed some real copywriting help. It was the one I mentioned in the last post. It was not only full of bunny trails to get lost in but it was actually confusing. I couldn’t tell what the offer was supposed to be.

I recalled Joe Vitale’s post on his Red Flag Theory . I was familiar with the concept about following your gut instincts and waiting for the inner peace before settling on major decisions. Joe’s post explains it well so I recommend you check it out.

I had a few red flags going into this deal. First off, he stated that one thing he liked about my bio was that I had military experience and so I probably knew how to obey directions. Follow directions? Yeah, sure. Obey? Hmm. I’m not sure how that applies to contracting work since I’m a civilian.

Red flag.

The way he described the project was confusing. It was to market to newspapers and offer syndicated video content. I couldn’t figure out how the project would make any money for anyone. I was assured that once I looked at the landing page, it would make more sense. It didn’t.

Red flag.

After spending close to an hour on the phone reviewing the project, I broached the subject of compensation since he hadn’t mentioned it. He balked at even talking about it and said I needed to prove my value first. If I did a good job, he’d pay me well and keep the projects coming.

The words sounded reasonable. I recalled that as a real estate agent, I always discussed money with people before we did anything – even with close friends. And then I was listening to some seminars on marketing consulting and realized that I could really get burned if we glossed over discussing money.

Red flag.

I’ve found that if I’m really being dense and it’s really important – God, the Universe, Ultimate Creative Intelligence or whoever – helps me out. I wasn’t exactly ignoring those red flags but I hadn’t taken positive action accordingly.

I was scheduled to speak to this guy after I’d done some research and sent him some more question. Mostly those questions were about what exactly the client could expect to get, how money was going to be made, and some other revenue sources I was beginning they intended to capitalize on but not tell the newspapers about unless asked. I needed to get some answers.

He called me late in the afternoon and said he needed to go get something to eat. I said fine and waited for his callback. We’d agreed to 30 minutes. When 90 minutes passed, I thought maybe I was supposed to have been the one to call him back. I left a message in his voicemail. I didn’t hear from him.

It turned out he came down with food poisoning. During the time he was out, I couldn’t ignore the red flags any longer so I really dug in and googled all the angles I could think of. I ended up finding a few other websites that he was responsible for and they didn’t look good. A couple looked like they were meant to misdirect folks into thinking they were getting something of value when he was instead list building.

The crown jewel was when I found a copywriter who’d worked with him previously. I submitted the form on her website and got a call from her. She verified that she’d worked with him for 7 months and never gotten paid. He’d strung her along with promises of more projects. And it wasn’t only a little work. She’d basically built her portfolio with all the work and some weeks spent up to 30 hours for him.

I was grateful for the call and for my fellow copywriter in general. Let’s all look out for each other. Don’t let someone take advantage of you.

Needless to say, I sent a short email to this guy saying that I’d done some research on him and that if he wanted me to continue to work with him, he needed to pay half of whatever we agreed on up front.

He did exactly as I predicted. He said I’d negotiated myself out of a deal and called me an amateur. That’s fine. At least I saved myself a lot of heartache for nothing.

Green Flag.

Next time, I’ll pay attention to those flags sooner.


For CEOs, Partners, and Creative Directors only…

Discover A Rare Marketing Opportunity Shared… Scientifically Install Ignored Tactics For a Surprising Income Result!


To find the unique opportunity facing your company… read on.


Tuesday 8:35 AM

Good morning Advertising Professional,

You’re on the hunt.

You stalk your prey. As you press through the corporate jungle, you can smell him. You see his footprints. You can feel his presence nearby.

You may be wondering who this prey is. You may already realize… depending on your company’s position, it could either be a client or a copywriter.

You’re probably wondering why it would be one of those two strange birds.

The simple fact is that you either want more work or you have too much. I’m wondering how surprised you would be to find that these two prey can be traced back to a single species… a philosopher’s stone of sorts.

If you’re hunting for more work, the methodical direct response copywriter can work his magic and bring more clients to you. It will be like shooting fish in a barrel. Your people can go right to work on the accounts.

If you have too much work, a direct response copywriter can attract the creative talent you need or prepare compelling copy himself.

Maybe you’re beginning to see how such a person could help seize upon any opportunity… turning lead into gold… take advantage of each opportunity.

Perhaps you can see why it’s imperative to find an individual of this caliber before the competition. Let the magic work for you instead.

You could have price concerns. That’s okay. I’m looking for long term relationships. I want to make sure you get a price you’re happy with. Test me with a small project if you like.

You’re likely noticing that the postcard and this page is nearly all words. That’s my specialty. If graphics is your strong point, we might make a good team.

You may want to protect the password to this site with your life. Careers may rise or fall on it.

Hungry clients could be induced by your offer and take action. Or they’ll be seeing your competition’s name. It’s up to you.

I’m wondering how happy you might be starting to get realizing that a surprising career opportunity is shared here…  and how long before you’ll pick up the phone.

I might as well tell you that more than a few large advertising companies in Austin got the password too. If you’re the last one to call, I can’t guarantee you’ll be helped.

If you’re ready to explore this unique opportunity, call the number below:


This is my personal cell phone so you’ll need to tell me why you’re calling.

If you’d like to see more samples of the magic, click below:


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