[BTC #9] The Stock Quitters Retirement Summit by Marc Linctenfeld
By: Bin Teo
Tags: Copywriting Tips, Copywriting, Financial Copywriting

In this episode of ‘Beat The Control’, I breakdown the The Stock Quitters Retirement Summit by George Rayburn.

Let’s review the lead. Does it spark even more curiosity?

George introduces himself as the host and quickly sets the stage for Marc. Given the recent stock market crash where a lot of people lost their hard earned money and feel like their retirement plans are crushed… This shows empathy for the audience by connecting with where they are at right now.

Then, he proceeds to set the BIG promise. I.e. Even if you can quit stocks and STILL make triple-digit returns outside the market.

To prove the earlier claim, George establishes credibility for Marc by quoting a few media mentions.

He builds empathy by showing the audience he is one of them.

He re-states the promise — positioning it stronger as a guarantee.

He addresses the biggest objection most people have… is this too good to be true? This also opens a curiosity loop.

He counters the objection with testimonials from successful clients.

Lastly, George creates a few open loops (e.g. $1.5 million on the line) and then introduces the expert — Marc Linctenfeld.

He proceeds to explain Marc’s background. The underlying theme is that Marc thrives under pressure. Hence, he is the right person to provide calm guidance amid the chaos and confusion.

Next, we review the body copy. Does it address the key objections in your head?

Marc hops onto the interview.

You never known if the market with continue to go down AFTER it plunges.

While addressing an audience question, he highlight the cost of continuing in the stock market. I.e. Can you afford to lose another 20% of everything you own over the next five months? This strongly disqualifies the mechanism that most retirees are using — the stock market.

Now they transition towards discussing Marc’s special method. Objection: Is this possible? Marc answers the question by stacking on examples and creating more desire.

Objection: Is this annuity? Marc addresses this objection and amplifies the desire.

Marc points out that most retirees don’t have enough saved. This means they are in for trouble is they stay on the same trajectory. That is the cost of inaction.

Then proceeds to contrast it with his method — positioning it as superior.

Objection: Will my money be ‘locked in’?

Objection: Is this too good to be true?

Question: Will it common for people to move from stocks to this method?

Objection: Are you only showing us the best examples?

Questions: What’s the investment vehicle you’re referring to? If Marc gives the answer outright, the audience would categorise his solution as “I already know about this” and lose interest. So before he reveals it, he sets the frame by subtly telling the audience how to behave.

And there you have it — he’s referring to bonds! But upon revealing it, Marc quickly transitions to talk about he is referring to a very special type of bond (called a ‘superbond’). Instead of losing intrigue from the reveal, he uses the opportunity to introduce his unique mechanism and keep the attention of the audience.

Objection: But I thought bonds only give a low return?

Question: How does it work? Question: How do I find super bonds?

Question: Is it possible to enjoy bigger gains?

Question: What’s the average holding time?

Question: Can you enjoy this in just one to two years?

Question: What are the risks? Marc uses this opportunity to share that he uses proprietary metrics to screen the companies. This strengthens his unique mechanism.

Question: What are the risks… compared to stocks?

Finally, let’s review the offer. Is it a no-brainer deal that you can’t find anywhere else?

Question: So what are the three bonds?

Introducing the report… Marc opens another curiosity loop by offering to ‘put another $1.5 million back into people’s pockets.

Then he introduces his membership service titled ‘American Stock Quitters’.

But what if I don’t have the skills to take advantage of it? Marc includes testimonials featuring ‘everyday people’ who didn’t have the background but still succeeded.

He shares the underlying belief of the club — Never Lose Money. That is positioned as the perfect solution to what most people are stressed over — having lost money in the stock market crash.

Objection: If I run into trouble, will you be there to guide me?

Question: So what’s the price? He starts with the potential gains (e.g. collect gains like 221%)… Then anchors it to the retail price ($4,000) But offers a discount in the form of a $1,800 credit.

Risk reversal introduced.

What if I get sick of bonds… and want to transition to something else?

Why do you only offer a credit refund… not a proper refund?

Future pacing: Imagine if…

Testimonials from happy subscribers.

Cost of sticking to the status quo.

Introducing scarcity and urgency.

Having covered the copy in detail, let’s look the messaging strategy:

First, we look at the overarching message using the 16 Word Sales Letter framework by Evaldo Albuquerque.

Investing in bonds[opportunity] is the key to funding a retirement without the risk of losing money [desire] that can only be attained through “Super-Bonds” [new mechanism].

Next, we examine the market sophistication level.

This promotion covers the expanded version of a unique mechanism. Thus making it a level 5.

Instead of leading with the mechanism (aka ‘super-bonds’), it addresses the fear most retirees face as their investments diminish due to the market crash.

Lastly, we breakdown the BIG idea.