Evergreen Business System -  Case Studies

I’ll be going over two WSO case studies in this report. The swipe files for these offers are included along with the swipe files for all my WSO’s with this book. Here I am going to walk you through how I used the steps outlined above to craft my most successful evergreen business system this month, as well as how I helped a friend have his first big success on the forum. You can get a more in depth walkthrough of these sales letters with the included video.

WordPress based solutions to Facebook’s switch to iframes quickly became a hot topic this month. Almost every offer to provide a solution sold out quickly regardless of sales copy and the person promoting it, two indicators of a hot trend in the market. Remember, all trends are measured relative to the rest of the marketplace and this topic was a clear leader! Mike  Wheeler, a relative unknown on the forum had successfully launched such a plugin and generated nearly 200 sales in 2 weeks with no reputation and pretty lousy sales copy. I was in the process of having my own solution built when Mike Filsaime approached me with a proposal to do a joint release of a brandable, PLR version of his top evergreen business system selling plugin. Seeing a proven product in a hot market as well as a marketer with a hot list of buyers I agreed to partner with him.

Now I’ve learned the hard way that 90% of the people you meet in business are flakes. They talk a big game, they draw up plans but when it comes to action they fall short. Too many times I’ve had projects fall short because the other party didn’t follow through so I decided I wouldn’t do any work on this venture until Mike produced a version of his plugin ready to be branded based on my specs.

In about 4 days, 6pm Sunday night to be exact Mike of evergreen business system sent me over the plugin ready to go. I was impressed and proceeded to put together the package for launch the following day, exactly 24 hours later at 6pm.

Now I only had 2 hours to write the sales copy because I needed to finish programming the product, setting up the backend, and figure out how to handle the lead split with the JV. Using my method I came up with a list of ‘stories’:

Mike Filsaime’s  - Evergreen Business System 

1. Mike had success selling this software with terrible copy
2. I was selling his software with resell rights for a limited time
3. I was up all night to get this done
4. Mike had to have the evergreen business system plugin redesigned to work with my brander

And the unique features. Notice I left out all the actual features of the plugin here. Other products in this market all had similar features to what Mike’s does, and I needed only the unique features to write the bulk of the sales letter. The rest of the features are mentioned, but they play a lesser part in the actual evergreen business system pitch:

1. Plr rights to a product in a hot market
2. Brandable wordpress plugin
This was enough to twist and use clever word play

To enhance the hook. It’s an important exercise to be extravagant with your words. Now as I said, this is a skill you can develop by reading and hand re-writing other famous sales letters. Most of the time, the best thing to do is find wording in your ‘swipe file’ and just twist it to include the features you want to sell:

1. Mike Filsaime made over 2k with the worst sales letter I have ever seen
2. I convinced him to let me sell the software with plr for a limited time
3. I was up for over 36 hours to get this done fast before Mike changes his mind
4. I ripped apart his plugin to build it with the reilly labs branding technology
5. You can sell the top evergreen business system products in the hottest market as your own
6. You brand this product with all your own information

This of course made writing the actual sales copy a no brainer. If you want to get good at writing sales copy you need to practice. I would spend hours a day hand re-writing old john Carlton sales letters and trying to write sales pitches for any random product I could find. It only takes practice to learn to write good copy. Just practice writing headlines and hooks for different topics an you will never need to pay some prima donna ‘copywriter’ thousands of dollars to write converting sales copy:

Having the list of features and sexy stories ahead of time made writing the sales letter a breeze. You can go through the entire letter in the included swipe file. Will’s offline WSO Will Perkins had approached me about doing a joint Evergreen Business System. He had two offers out previously that had lack luster sales and wanted to take things to the next level. We originally worked out a product on affiliate marketing but after having trouble putting it together I decided to move on a topic that was more familiar to Will which was offline marketing.

He had had some great success offline so it was easy for him to come up with a quality product quickly. After tweaking the product and adding a few bonuses over the course of a week he finally had a product that was ready to go.

When he came to me with his sales letter I told him to print it out and tear it to shreds… It was a great sales letter that talk about all the features, and mentioned how it is a complete course on offline marketing… which it is. The problem was, there were a million other products that did were the same thing, all in one offline training packages. Even though his course was better, and cheaper than most out there, it would never sell by using the same sales pitch every single other offline course was using. It needed something unique…

Having known Will for a while I already knew some stories he told me about his offline adventures, one in particular stuck out in my mind: he had a client leave the guy he was working with to go work with Will. I had will compile a list of features his product has which was essentially all the topics and tricks his course covers. I grilled him for about two days before compiling a large enough Evergreen Business System list.

The features that stuck out the most to me was his ability to get clients to call him, his very ‘non salesy’ approach to dealing with clients and the fact he gives away a free service in the beginning to get the customers in. Now his course really is a complete course on offline marketing, there are dozens of things he teaches and it can take a newbie from getting a client, to selling, to up-selling. The amateur marketer would attempt to market it as such with a headline like:

“How to get clients without cold-calling, how to upsell, and generate referrals with ease”

This course could easily be promoted as the end all be all course to offline marketing, which it certainly is. The problem is there a dozens of these types of courses out there and this approach will bring nothing unique to the customer and has no hook. From the list I extracted the features and stories that were unique to will and his Evergreen Business System product:

1. His clients often leave the person they are working with
2. He’s young, 18 years old
3. He uses ads to get clients to call him
4. He offers a free service to get the clients in his sales funnel.
5. He uses a soft sale approach
The next step is to exaggerate and use more colorful language to describe these ‘bullets’
1. He steals other marketers clients
2. He’s only 18!
3. Other people’s clients are calling him!
4. He’s not even selling, he’s just offering something free!!
5. He pitches clients without pitching!!

With the process laid out it should be easy to see where the headline and most of the copy came from (the full copy is included in the swipe file):
Now Will had virtually no list, not reputation, and other ‘well respected’ marketers advised him to change the copy after he released it. Well at the time of this writing Will’s WSO is currently Evergreen Business System of the day and has pulled in over $15,000 in the last 7 days. This proves you don’t need a huge rep, a big list to make an offer work. Another good lesson here is to stick to what works and not let anyone’s advice dissuade you.