[BTC #2] Stansberry Subscriber Who Hates Their Marketing
By: Bin Teo
Tags: Copywriting Tips, Copywriting, Financial Copywriting

Among all the financial promotions I’ve analysed so far, it’s usually the ‘guru’ advocating a new idea.

But today’s promo is quite special…

It features their own subscriber — who is skeptical of Stansberry, HATES their marketing BUT profited anyway.

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, let’s look examine the opener: New: As mentioned earlier, this concept of using a subscriber (just like their target audience) to advocate an idea is fresh. Easy: It’s easy because readers are promised they need only ONE step in order to reap the rewards. Safe: The method claims to operate in a market that is vastly safer than stocks. Big: The benefits here is not as huge compared to 1,000%+ gains typical of most financial promos. With 15–20% returns however, it is sufficient enough to support a comfortable retirement. Something that most readers aspire towards.

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

Rob Lamoureux introduces himself as a ‘paid-up Stansberry subscriber’. Then quickly proceeds to reveal how he ended up shooting a video at Stanberry’s headquarters. This immediately opens up a curiosity gap. E.g. Why is an ordinary subscriber (similar to me) shooting a video at their office? What’s the strange series of events about?

Rob goes on to describe the life he’s living. A life that most of the readers are aspiring towards. But he quickly downplays it by stating that he is not a ‘particularly good investor’. He has even ‘made some of the worst financial mistakes you can imagine. Then, he hints that its very achievable with ‘ ONE idea from Standsberry Research. By doing so, he widens the curiosity gap.

At this stage, skepticism among the reader arises. Why is Rob speaking on the behalf of Stansberry? What’s his agenda? Should I trust him This is swiftly dealt with by Rob sharing that he has no connections with Stansberry until recently.

He start to reveal more details about the strange series of events. In the process he opens more curiosity loops. What did he read in the Digest that shocked him? What are the two radical changes they agreed to?

He transitions to reminding the reader about the key promise — being able to retire at 52. Then, hedges it by saying that he is not here to ‘carry water’ for Stansberry. This adds credibility to his voice. Finally, he opens the curiosity loop by re-stating there ONE idea that has changed his life more than anything else.

And that concludes the lead.

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

Objection: Should I trust this guy? Rob iterates that he follows financial publishers and HATES their marketing messages. This re-establishes him as a trustworthy source.

Rob shares his impressive record.

Objection: What if I’m not good enough to achieve similar results? Rob proceeds to share that ANYONE can achieve those kinds of results.

At this point, Rob introduces his mechanism called “the Answer”. He reinforces it by displaying questions (e.g. how can I grow my savings every year with very little risk of losing my nest egg in a market crash?

Objection: Why can’t I just use the common method of investing into stocks? Rob shares how he was an insider (retail broker for a major Wall Street firm). Yet, he barely made it through the last two big crash. In short, he is demonstrating why the old mechanism is faulty.

Objection: Why is the ‘new’ mechanism’ better than the ‘old’ mechanism? Rob makes a few points: (1) Bigger than stock market (2) Backed by strong legal guarantees (3) So consistent and reliable that you can plan future living expenses.

He then backs up his claim by showing a couple of examples where his method outperformed the stock method.

Finally, he reveals what the ‘new’ mechanism is — Bonds! By then, the reader has invested into his idea. So there’s lower likelihood they will categorise his method as ‘run of the mill’ and bounce from the page.

Objection: Why should I listen to you if buying bonds is so straightforward? Rob quickly adds that this is a special type of bond strategy that allows this asset to be bought for a fraction of their contractual value. This new claim re-engages the reader.

Objection: Is this too good to be true?

That’s where Rob hands it over to the Stansberry team for a more expert-level explanation.

He iterates how the promise of how easy this method is (i.e. do it all online, no hurry, protected by law, spend less time monitoring).

Objection: Is this new method going to be expensive? Rob doesn’t reveal the price. But he presents the ‘value vs price’ debate by sharing that readers with get a good deal. He also challenge readers that if the price is too big of a hurdle, they are not ready.

Objection: Should I take action today? Rob opens up the two path: Do nothing and get the same results… or take action and enjoy a lifetime of security.

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

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

Investing in bonds [opportunity] is key to enjoying an early retirement [desire] through “the Answer” [new mechanism].

First off, identifying the market sophistication level.

The market for financial advice is highly sophisticated. Therefore to simply enter with a big claim and a mechanism (e.g. Retire Early By Investing In Bonds) might not be so effective.

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.