[BTC #7] The Silent Crossover by Ryan Dinse
By: Bin Teo
Tags: Copywriting Tips, Copywriting, Financial Copywriting

In this episode of ‘Beat The Control’, I’m going to analyse ‘The Silent Crossover’ by Ryan Dinse.

First, let’s start with the headline. Pay attention to whether you feel the urge to keep scrolling…

Using the ‘New, Easy, Safe & Big’ Formula by Kyle Milligan, let’s look examine the opener: New: This method allows you to foretell the market’s biggest price breakout… before they occur. Easy: Instead of monitoring multiple indicators, just following this ONE indicator will allow you to reap the benefits. Safe: The seems reliable — given that it has bagged a series of wins so far. Big: You can lock in benefits as much as 53%, 55%, 57% and even 310%. from the most explosive listed companies on the ASX.

Next, let’s review the lead. Does it spark even more curiosity?

Ryan starts by introducing himself and sets the promise (aka genuine trading breakthrough).

Then he introduces the mechanism the ‘Silent Crossover’ and briefly discuss how it works.

He proceeds to back it up with proof — with results from his clients.

And widens the curiosity loop.

Introduces the concept of ‘Silent Crossovers’.

Gives the underlying reason why ‘Silent Crossovers’ happen.

Makes it clear that this is not some ‘spray and pray’ tactic. There is a strategy behind this.

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

Ryan starts off by sharing his professional background and the frustrations he faced.

He shares his realisation of the role the ‘big boys’ play in the stock price.

Then backs it up with a case study.

Then proceeds to open a curiosity loop.

Objection: What about reading charts? Ryan positions his mechanism as superior to alternatives e.g. ‘hot tips, moving averages, trend analysis.

Objection: What about following the news? Again, Ryan positions his mechanism as superior by showing the delay between events happening and news being reported.

Objection: But what if we get a false Silent Crossover Signal? Ryan shares how his contingency plan will mitigate losses.

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

He starts off by outline the two stocks candidates mentioned earlier.

Then links it to his investment service.

How it works.

Disclaimer here. Also effective as addressing the thought of “Is this too good to be true?

Objection: What if I don’t get my two crossover recommendations a month because nothing’s available?

Objection: Is this method for real? What’s inside? Ryan addresses it upfront by saying it’s strictly a secret. Then uses this opportunity to position his mechanism as truly unique.

What are the deliverables upon becoming a member?

Objection: How is this different from other newsletters or trading services?

Ryan anchors the price by sharing the cost of high-ticketed services. Then introduces the price. Then challenges the reader on their relationship with price vs value.

After covering price, he quickly shifts the reader’s attention to the possibility of a huge reward — $10,000 into a cool hundred grand…in 90 days.

After anchoring the retail price of $2,999, he slashes the price to $1,999. Then stacks on ‘limited time only’ to incite urgency.

Risk reversal in play — 30 day money back guarantee.

A summary of the entire offer.

Final call to action. Ryan also hints at regret (and activates FOMO) “You’ll kick yourself in a few months’ time if even one genuine crossover pans out…”

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.

Harnessing a company’s stock price breakout [opportunity] is the key to explosive investment gains [desire] that can only be attained through “Silent Crossover Signals” [new mechanism].

Next, we examine the market sophistication level.

This promotion covers the expanded version of a unique mechanism. Thus making it a level 4.

Given the financial newsletter niche is highly sophisticated, this should be sufficient.

Lastly, we breakdown the BIG idea.