Dear Chase,
I recently got bullied into buying a course. It's this guy named Alen Sultanic, and he has a program called Fast Forward.
Some of the best marketers I know are in this course, and even if I don't use the course content, being around guys like Alen and these other 8 figure marketers might be good for me.
He's gotta be on the Billboard Hot 100 of internet marketers. He's awesome.
He recently made a claim that AIDA is no longer enough.
AIDA is one of the oldest copywriting techniques in the books, and for a good reason.
It's the formula behind basically everything you read.
Attention.
Interest.
Desire.
Action.
Alen amended the beloved AIDA formula and gave us two more letters in the acronym that'll take your copy from a 9 to a 10.
AIDVVA.
This is extremely helpful when selling to warm traffic, but it's mandatory when selling to cold traffic.
The first V stands for Validation – prove that this method you're pitching actually works.
This is proven by explaining a mechanism down to its fundamentals.
You do this by comparing it to other mechanisms, talking about why other mechanisms are useless, and that yours is the only one.
You need to remove any doubt about the specific solution to the problem that the customer is facing by giving them no other option.
This is different from social proof, which is the second V.
The second V stands for Verification – verify that your method has worked for others.
Not many of us just read sales pages for fun, so you may not see this in action very often.
But maybe you've watched a webinar.
I watched one recently, and I can tell that this guy printed cash with it.
His name is Casey Zander and he sells a dating course.
The ENTIRE presentation was littered with social proof.
Every 3-4 slides, there was validation from his students that his methods work.
It was almost overwhelming.
But, there's a caveat here.
Alen mentioned this when he was discussing this new method.
Reviews work better than testimonials, almost all of the time.
Reviews are typically candid posts from people who genuinely feel strongly about the product. They're kind of just speaking their thoughts into the void.
Testimonials are typically videos from students, and they seem a little scripted.
This can throw off the entire sales process.
Customers are bad actors.
If they're asked to get on camera and talk about the product, even if they're saying something genuine, it'll come off as forced and fake.
So, reviews are the way to go. TrustPilot or BBB. Stick to those.
By adding these two Vs to your copy, you're adding a level of persuasion that most offers don't have.
The entire purpose of these two elements is to make your argument bulletproof.
You're putting your prospect into a corner.
There's nowhere else to go.
Buy my thing.
There's no other solution to your problem.
Make sense?
I'll let you know if there's anything else in this $20,000 course that I might be able to share.
Yours truly,
Alex.
Sent from my Airfryer
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