Having just received a 32-page special report from T.J. Rohleder I wanted to “dissect” this report— not necessarily from a copywriting perspective but from a “flow” perspective analyzing how the different pieces go together. T.J. Rohleder has been doing direct mail for well over a decade and has built up a sizable business offering business opportunity info products.

Here is the special report broken down on a page by page basis… and again I’m not analyzing the copywriting per see but more of how he’s organized this report:

Page 1- Cover
Title
Headline
Johnson Box
Start of the “letter”
Intro into the letter
Guarantee of performance
Points out that the prospect does not have to do anything to profit
Points out that you’ll be cashing in on this current trend and that his company will do all the work for you
Points out some secrets are involved

Page 2-
Talks about opportunity
Guarantee and promise of performance
Talks about a breakthrough that leads to profits
Introduces the price that he intends to offer this package to others for

Page 3-
Introduces the service that is the subject of the report
Points out the need for this service and how this is different from existing services
His team will do all the work for you while you sit back and make money

Page 4-
Introduces wealth maker concepts that he’s combining within the framework of this new service
Talks about wealth maker concept #1

Page 5-
Continues talking about wealth maker concept #1

Page 6-
Points out the residual income opportunities for you with wealth maker secret #1 and how you don’t have to work to get those profits.
Introduces wealth maker concept #2

Page 7-
Lists 5 reasons why wealth maker secret #2 is important
Starts introducing your true cost to participate

Page 8-
Points out his financial commitment to you to make this work
Talks about the guarantee
Talks about how you’ll have access to the “secrets” before you have to make a financial commitment
Guarantee

Page 9-
Sums up wealth maker secrets #1 & #2
An invitation to the reader to participate at the introductory low price

Page 10-
Talks about the low monthly fees for people that get into the program early
Talks about the high cost of the program to others joining later on
Introduces a condition of joining

Page 11-
Wraps up what has been stated so far in the special report and the steps that would happen if you signed up
His company does all the work— you get most of the money
Begins to outline the steps again in a slightly different manner

Page 12-
Promise that his company will do all the work for you
Talks about what his company will do and how you’ll benefit

Page 13-
Points out that this is a pilot program and you’ll be able to join at a much lower rate than others once it is put into place
Talks more about what others will have to pay
Starts talking more about what you’ll have to pay

Page 14-
Gives you your cost of the program
How to get started
You do no work
His company does all the work
How your low cost compares to others who will have to pay a much higher cost

Page 15-
Talks about how they’ll do the work, what steps they’ll take and that you’ll make the money
Compares your cost for joining the program to those that join later
Introduces a couple more conditions

Page 16-
Conditions
Answers the question of “how much money” someone could make
A series of promises of performance

Page 17-
More promises of performance
Repeats the steps on how this will work and how you will benefit

Page 18-
More promises of performance
Talks about the low cost to you to join

Page 19-
Compares the cost of joining this biz-opp with other biz-opps
Official invitation to join
Talks about the small setup fee and the small monthly cost

Page 20-
Talks about what others will pay
Talks about the rewards you’ll enjoy
Makes a bold statement
Compares your cost with what others will pay

Page 21-
Describes how he needs your help
Points out this exclusive invitation
Talks about the low cost and that you’ll be rewarded

Page 22-
Talks about the non-guarantees
Needs your help for the program to succeed
He’ll be working hard to ensure your success
As an early member there are other benefits

Page 23-
You’ll be part of something larger
Lists out what you’ll gain by joining

Page 24-
Continues listing out what you’ll gain and potentially gain
Compares the cost of this program with other business opportunities
Starts giving 12 reasons on why to get in on this opportunity

Page 25-
Continues listing the reasons

Page 26-
Continues listing the reasons

Page 27-
Continues listing the reasons

Page 28-
Talks about the secrets you’ll learn about
Points out the potential of the program
Talks about the low cost to join

Page 29-
Talks bout the benefit of this concept and why others would want to join
Points out the benefit you’ll receive
Talks about the low cost to join

Page 30-
Compares the cost of joining this program with what you’ll pay for other things as a consumer in order to push the idea that this is a good deal
Talks about this program being a bargain
Pushes you to join

Page 31-
Talks about what you’ll lose by not joining

Page 32-
Letter close
P.S. Great opportunity
P.P.S. Low cost to join
P.P.P.S. You need to take action now or you’ll miss out

Mike you provide so much value to this forum it's ridiculous. Keep it coming.

Micheal,

Thanks for posting this. I'm very interested in the flow and order of things in a salesletter so I've saved this item.

OTOH, Do I take it that you think this guy is a successful expert in the industry? I mean, how can he be when he can't be pithy? Good lord, 32 pages? Doesn't he know that a Boardroom copywriter could say the same thing in 8 pages?

LOL!

I think you have to remember that this the 2nd step of a 2-step process Bruce. The rules about "pithy" go out the window (IMO) under those circumstances.

Michael,

I"m glad to see the "LOL" in your post. You may be one guy that actually "gets" me

Great thread Michael and content.

Thanks,

Mike

P.S. Just saw your other thread where you mentioned the other things included in the package. That answered my follow-up question.

MichaelWinicki, thank you very much I enjoyed and learned many thing.

thank you for sharing this with us, personnaly I havn't access to direct mail pieces so it is realy helpful for me.

thank you.