We all know that in the weight loss industry, before and after pics are almost a necessity in the ads. I mean, a pic is worth a thousand words when it comes to proof.

But I wanted to get your feedback on this site....

Fat Loss - Burn the Fat Feed the Muscle - Diet Program

From just a copywriting standpoint. Because it goes against the norm.

By no means am I criticising the ad, because I happen to know it does very, VERY well and also it's a top-notch product by a top-notch, great guy.

But my question is, there's no before and after pics at all of any clients. None. But yet it pulls extremely well.

Why does this work so well, when it goes against almost all copy gurus that claim you MUST have before and after pics when trying to sell weight loss or fat loss products?

My guess is that the copy is SO well written, with credentializing and testimonials, that maybe it doesn't need pics?

Shawn Lebrun

You said it yourself.

Tom's own picture at 3.7% bodyfat is a very big proof element.

You kind of catch yourself saying... "If this guy can get down to 3.7%, he obviously knows what he's doing"

I wouldn't say that the ad "doesn't need before and after pics". If he had them, I'm sure they would be up on the page. And I'm sure his response would be even higher.

But you gotta work with what ya' got...

EDIT: He does have a "before and after" picture on the testimonial page.

It depends on what you mean by "very well". Do you mean it converts better than similar products at a similar price point? Or do you mean that his weekly checks are big? An Alexa Rank of 19,000 is pretty high up there.

By very well, I mean it's the best selling fitness and weight loss book on the internet. It's in a different league on Clickbank, I'm sure there are a ton of affiliates, hence the high traffic and Alexa.

So, since it's been at the top of Clickbank, by a huge margin for the past few years, it must convert very well.

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Shawn,

I think you answered your own question. Much of Tom's success is affilates and in positioning himself as an "expert."

A large percenatge of his traffic is pre-sold before it gets there.

In any affilate email he even indicated that he only gets about 1% from cold traffic.

Can the letter be improved?

I believe so. How?

Audio, more before and after pics... Web 2.0

He does an excellent job on his other websites in driving traffic plus all the articles that are all over the net.

The only PROBLEM I see is that Tom really doesn't have a "back end" product except for the audio's and the inner circle members only site.

He doesn't utilize an upsell or one time offer. He is leaving money on the table!(In my opinion)

If you are not offering an upsell or a one time offer... your'e nuts!

I incresed my monthly income by $4000 by just adding a hard copy (printed)of an ebook option and made a CD-Rom available of my online download bonus.

Marketing dude

First post here guys

I too have thought alot about this ad.

Personally, I was sucked into the copy about 4 years ago and purchased the product. I consider it the most information-dense, overdelivered, product I have ever purchased on the internet.

I have recomended it to hundreds of people via internet message boards without any sort of affiliate incentive. It's that good.

Tom's product serves to teach us a valuable lesson about overdelivering.

Also, if memory serves me correctly he has a soft sell autoresponder that is KILLER and packed with TONS of info.

He also has hundreds of high quality articles spread around the web.

I do think it would be cool though to break down his copy and do a group critique of why the copy is so good, analyzing headlines, subheads, offer, valuable buidlers, ps, etc. Could be a cool learning process for us all.

PS. Matt Marshall, thankyou for you help the other day, I'm meeting with my man tomorrow over lunch!

My God!

No backend?

I'd have a catalog of associated products out to his list so fast it would make their heads spin.

Let's slow this up for a minute...

Wrong. Tom does have a back-end product in place. And not only that, it's best kind: A monthly membership site that provides recurring revenue.

Wrong. He has an upsell right there on the order page.

M-

I stand corrected. My statement was from the last time I checked the site.

He does have an upsell.

MarketingDude.

PS All the rest stands.

So I went through the letter looking for what made it "good" copy, I came up with the following.

-Awesome insider secrets slant
-The undertone is that of an "expose"
-Tons of testimonials
-Great teaser bullets - and alot of them!

And my favorite part was the value builder/scarcity tactic he uses to explain why the price is so "low"..

"
So What's the Bottom Line?
How Much Does This Complete Program Cost?

I have some great news for you! Since there are no printing costs for e-books, you can get this e-book for much less than it would cost if it were a hard copy manual - AND you get it instantly (no waiting for the snail mail!) Your investment in this life-changing e-book is now only $39.95! ..... Don't wait a minute to order at this low price! The regular price of the Burn The Fat Feed The Muscle program will be going up to $49 after this introductory promotion is over. In the not too distant future, this program may only be available as part of a membership/mentoring package which will probably cost at least $197.00"

Any other thoughts on the letter?