[BTC #1] Profiting from the Coronavirus Meltdown with Ryan Moran
By: Bin Teo
Tags: Landing Page Optimization, Copywriting Tips, Front End Offer

C-virus has been flooding the headlines of late.

The pandemic been a topic on everyone’s mind. Especially when it affects your trip to the grocery store where essentials such as toilet paper are out of stock.

Or schools shutting down for a few days.

This gloomy outlook is already heavily painted by the media. So I’m not going to describe it further.

Definitely not an ideal situation and I hope we can #flattenthecurve ASAP.

Anyway, this happens to be the theme in episode #1 of my newly released ‘Beat The Control’ series.

Where I dissect marketing promotions to find out what makes them tick and what can be improved…

Looking at the BIG idea, messaging strategy, and persuasion tactics.

Let’s look at this promo page ’Profit From The Coronavirus Meltdown by Ryan Moran of Capitalism.com.

Here’s a breakdown of the strategy, offers and economics.

It’s a front-end offer where Ryan Moran would be selling his report on how to profit from the coronavirus panic… for just $1.

In addition, giving his “One-Percent” membership a test drive for 30 days.

The goal of this page isn’t to make a profit.

Instead, the aim is to turn as many cold prospects as possible into customers. From there Ryan present up-sell offers such as:

Buying 12-month membership to his “One-Percent” community (Lost the screenshot but I think it was USD$997)

Special training to escape the startup grind and acquire passive income streams in 90 Days of less (USD$499)

These offers are designed to grow the lifetime value of a customer. It’s where profit maximisation takes place.

Overall, the strategy looks sound to me.

What about the BIG idea behind this campaign?

Let’s take another look at the promo page again.

The BIG idea is around wealth generating opportunities in the midst of chaos happening with the C-virus meltdown.

Let’s break it down against my list of ‘Big Idea’ criteria.

Broad Appeal: You don’t need to explain what C-virus is. It’s top of mind for almost everyone.

Promise: The reader should care because this is a rare opportunity to take advantage of under-priced opportunities.

Emotional Appeal: The primary emotion behind this promo is ‘Greed’. The underlying promise is how you can make MORE profits.

Urgency (aka why act now?): There is an implicit understanding that this window of opportunity will not last forever. Hence the urgency to act now.

Actionable: The reader can take action by purchasing the report and tapping into Ryan’s knowledge and connections — thus profiting.

Novel & Unique (what’s different from the status quo?): While the idea is fresh, there are other financial newsletters selling the idea on how to profit from C-virus.

Intellectually Interesting (aka curiosity gap): Which stocks should I buy and which business opportunities should I pursue to profit big?

Verdict:

Overall, the BIG idea looks strong.

Here are a few suggestions for improvement.

#1: Novelty

Since there are other financial newsletters jumping on the C-virus bandwagon, this promo scores lower on ‘Novelty’.

But worth noting: What differentiates Ryan from the ‘financial gurus’ is his reputation (known as a successful business builder, trader and investor; Strong Youtube presence) and community (i.e. find wealth generating gem in the midst of the chaos — together).

Hence if you consider audience targeting, perhaps he is targeting audiences who already know him but aren’t customers yet.

Plus his audience lean towards entrepreneurs… and less of investors who read a lot of financial newsletters.

Therefore, perhaps competition from other financial gurus is less relevant.

#2: Unique Mechanism

In order to deliver on his promise, we know that Ryan plans to reveal investment and new business opportunities.

While that’s strong, it might be more enticing if he attached a propriety term and/or metaphorical descriptions around his methodology.

For instance, the “Coronavirus Wealth Amplifiers” or “Coronavirus Hidden Wealth Gems”.

In a nutshell

Ryan Moran’s Coronavirus campaign has demonstrated good fundamentals with compelling offers (front-end, back-end), as well as a strong BIG idea.

In terms of improvement, adding novelty and a unique mechanism might help. But then again, I might be splitting hairs since the promise is already super compelling.

Looking forward reading to his report ;)