Known as the “The World’s #1 Website Conversion Expert,” Dan is the “go-to” Internet copy genius that’s created hundreds of moneymaking ads and sales letters for clients in more than 49 different industries... Dan’s reputation precedes him and includes a track record of selling over $25.7 million of merchandise and services.
This “quiet giant” keeps a low profile in an industry over-run with self-promoting, self-proclaimed, and often self-deluded “experts.” Instead of stoking the “Lok Publicity Machine,” Dan focuses on stoking the fires of success for his small business clients.
Instead of devoting his time to his celebrity status, he spends hour after hour, week after week, working for the little guys…and loving it. Dan proves that there’s no truth in the old expression that “Those who can, do; and those who can’t, teach.”
He’s at the peak of his success, achieving unsurpassed results for his clients every day. Yet much as he enjoys savoring his own triumphs, this incredibly gifted “can do” guy likes to “share the wealth” by teaching others to succeed, as well.
Dan has resuscitated copy that was previously in “critical condition” and helped his clients double and triple their conversion rates…some as much as 417%!!! More than 200 websites have been “Lok-ed” and loaded for Internet action. The strategies, techniques and psychological tactics Dan employs are irresistible to consumers.
They produce dramatic results and spell the difference between failure and success, and between success and “super-stardom” for his clients. Dan currently charges $15,000 for any campaign he creates, and $895 an hour for consultation.
Even at that price, there’s no shortage of clients eager to experience the “Lok Magic”. 107 Killer Traffic Conversion Secrets started out as a series of private journal entries that Dan wrote to help himself make more money. It was for Dan’s eyes only...there was never any desire to publish these secrets for anyone but himself and the people on his “A-List”: his closet friends! Well, congratulations!
You’re on the A-List now, too! 107 Killer Traffic Conversion Secrets is loaded with “shoot-to-kill” and “take no prisoners” secrets that let you quickly become a dominant force in your industry. They’re not complicated ideas. They’re not theoretical concepts that don’t work when you put them into practice. These are proven strategies that you can easily apply to your site to put more money in your pocket TODAY!
- Sell to the heart, not the mind - People are – above all else – emotional beings. Your website needs to connect with how a consumer feels, not thinks.
- Reveal your major benefit immediately - Start your web copy with a sizzling, attention-grabbing headline so the consumer can’t get away. Like this secret, it should be brief and to the point. In every promotion, you must always know where your break-even point is Figure out the percentage of visitors you need to convert in order to re-coup your investment in the promotion. Don’t try to paint a rosy picture. Think conservatively.
- It’s the words that sell! - Having a fancy picture of your product on your web site won’t result in any sales. You have to give your prospects a damn good reason why they should do business with you. Ask yourself:
- Does your site look professional?
- Does your web site give enough information about your products or services?
- Do you have a good sales letter on your site?
- Do you give your visitors a compelling reason why they should come back to your site?
- Do you develop a relationship with your visitors before you try to sell anything?
- Gather email addresses and contact info ASAP - If subscribers don’t buy from you now, they might do so eventually. Offer a free report, a free sample, a free newsletter, or free information updates so they’ll give you their email addresses and permission to contact them. Then, regularly send valuable information, offers, sales, ads, and more! It’s common to hear from new customers: “I’ve been getting your newsletter for years and figured it was time to buy.”
- Keep “raising the bar” of your message’s impact - Consumers have grown increasingly jaded and busy. In order to cut through the “noise” that’s out there, your marketing efforts need to be bigger, bolder, more dramatic, more compelling, more shocking, and with a more irresistible promise today than you needed yesterday!
- Consumers believe what other consumers say - Like a referral, a testimonial is a third party endorsement and therefore more believable because the third party has no reason to lie. Surprisingly, hardly anyone (except savvy marketers) uses testimonials. This is your chance. Use them. They work!
- Remember the “On/Off” Switch - You can market more effectively overall by targeting people that have access to the Internet in both your online and offline sales messages. All your advertising should include your website address, email, or auto-responder addresses and the email address to subscribe to your e-zine, newsletter, etc.
- Raising prices can instantly increase profits! - Most professionals tend to wait too longto raise their fees because they’re afraid they’ll lose customers, clients, and business. Although that’s possible, the higher fees will help offset the affect of any lost business and you’ll be enerating bigger profits on all future sales.
- Be an iron fist in a velvet glove - A master copywriter’s sales letter has a looseness to it that hides its intent to sale. But don’t be fooled by an innocent looking letter: there’s plenty of “bait” to pull in orders like crazy - but all the hooks are completely hidden!
- See it to say it - As you write, visualize the material you are writing about and your words will naturally fit the image. If you can see the characters, the action, the scene, the product, or whatever, then your reader will see it with you.
- Be a marketing genius - No, you don’t have to be the smartest, brightest, or the most knowledgeable marketer on the block. A marketing genius is the guy or gal who spends the least (time, effort, money) and earns the most.
- Develop a unique selling proposition! - Distill the most important benefit of your business down to its essence – a USP. In just a few words, your USP must answer the question, “Why should I do business with you, above all other choices I have, including doing nothing or whatever I am doing now?”
- A “Jack of all Trades” is a master of none - Ineffective websites contain a hodgepodge of information on many different subjects and topics. This confuses visitors and a confused mind always says, “No sale.” So, sell just one lead-generating product to get them into your marketing funnel and then offer additional products afterwards… forever!
- Become a fan of infomercials and shopping channels - I can’t think of a tougher challenge than selling products or services on TV. Not only do you have to keep the audience interested in your sales pitch, but you also have to motivate them to get off the couch, pick up the phone, call, and give you money! And that’s IF they don’t simply “click” their remote control and surf away to another channel. So watch and learn from the masters.
- Give some people too much rope and they’ll hang themselves - You’ll be the one swaying in the breeze if you give your visitors too many confusing navigation options at your online sales site. If you tell them to “click to go here” or “click to go there,” you can be sure that they’ll click and go somewhere…but nine times out of ten it will be another – less confusing – site!
- Ask site visitors to review your website - There’s nothing like “market research”, especially when it’s free, and that’s exactly what these reviews can be for you. You can use the comments to you get to improve your website! Heck, you may even be able to turn the reviewer into a customer!
- Use quotation marks around headlines - “Studies show 27% more people will read a headline if you put quotation marks around it. It increases the feeling that something important is stated.” (How did you react to the quotations in this item?)
- Hitch your wagon (and website) to a star - Endorsement marketing is having famous or reputable people recommend your product or service to others. For maximum impact, choose people that have a reason to actually use your product or service: celebrities, star athletes, musicians, respected experts and authorities, etc.
- Use narrow margins - People’s eyes have difficulty reading anything that is set too wide. That’s why you’ll see that most magazines and newspapers are set in columns.
- Prove it! - We live in a world of consumer skepticism. Customers are much smarter and far more wary of claims, discounts and guarantees than ever before. So don’t just make vague promises and claims. Prove what you say is true - and people will buy!
- One is the loveliest, not the loneliest number - Selling a single product can be easier and more lucrative than trying to sell a whole catalogue of items. It’s the same formula that guides site navigation: options + more options = confusion.
- Forget “Will and Grace” Tune in to “Hope and Fear” - Everyone is motivated by fear of loss... so make the pain of what will happen if they don’t order now real and scary, like this:
“You will continue to feel left out at pool parties because you are ashamed of your weight.”
“You will be forced to write sales letters the hard way without these easy fill-inthe- blanks templates.”
Everyone is motivated by hope for gain... so make the pleasure of what will happen if they DO order now real and specific…like this:
“When you lose your weight, you’ll be the life of the pool party and the first one strip down to your bikini.”
“Once you stop trying to write sales letters from scratch, you’ll have time to enjoy all the extra money that you’ll be earning.”
- Too much is never enough - Talk to any direct-response experts, and they’ll tell you long copy almost always out-pulls short copy. Copy should be long enough to cause the reader to take the action you request. The key is to be complete. Your sales copy can never be too long. It can only be too boring. If your product or service has a lot of qualities, facts, benefits, and features, then write long, interesting copy telling your customer all about it! Remember, the more you tell, the more you sell.
- Hey! I’m talking to you! - Good marketing is specific marketing. When your prospect starts to read your web copy, he/she should say, “Hey, this person really knows me! This person is talking to me!” The more specific you are, the more likely your prospects will respond, and the more likely you are to get the sale.
It’s your job to keep your eyes open and discover why different people want what you’re selling…and what different marketing techniques motivate them to buy. Each market element may have its own separate appeal, wants, or desires. Discover them and then sell to them.
- Bonuses add value to your offer - The more you give, the more you’ll get. The more value you extend, the more likely it is that you’ll close the sale. So a FREE bonus…or a series of bonuses…is like consumer “catnip.” A note of caution: just because something has a high cash value, that doesn’t mean it has a high value to your customer. 50%-off grooming at Puppy Palace (valued at $2,500, let’s say) isn’t going to raise the pulse of consumers buying a 20-lb. bag of Kitty Kibble.
- News flash on Flash - Flash presentations take time to load and this is a HUGE problem for web sales. The majority of web users are still using dialup connection; so don’t insult their lack of bandwidth with a slow-loading Flash opening that’s not necessary.
- It’s all right - Mail the right sales letter with the right offer to the right list at the right time and all that’s left will is to sit back and grow filthy stinking rich!
- Continuing education - A little knowledge is a terrible thing, they say. So it stands to reason that the more knowledge you have, the better. If you want expand your financial base, you must also continue to expand your knowledge base.
- Give the people what they WANT - Have you heard of the saying, “Find a need and fill it?” That’s just complete bullshit! If we only buy what we NEED, there will be no Starbucks, no McDonalds, no BMW and definitely no Rolex! People don’t buy what they need; they buy what they want!
- Story time is golden time…for selling - Joe Vitale, one of the world’s most successful sales geniuses, says it best, “Stories sell. Stories compel. Stories pull people into the drama unfolding and make them a part of the action.”
- Turn the box inside out if you have to - Don’t let yourself get trapped into doing what everyone else does. Think outside the box! Very often, the major breakthrough comes from looking “outside” your industry. Rules are meant to be broken!
- Try, try again - The three most important things to do to skyrocket sales conversions are: Follow up, follow up, and follow up. Don’t let a good prospect go bad. Keep hammering away until they crack.
- One fish, two fish - “Choose a small market and develop it until you dominate it. BE a big fish in a small pond.” (Gardiner Greene)
- There’s no advertising “section” at Barnes and Noble - “Successful advertisers purposefully start from this premise: people don’t want to read advertising.” (Victor Schwab)
- Streams make rivers…of cash - Power multiple streams of income: You should develop multiple streams of revenue in your business, or you should have multiple means of generating revenue.
- Choose your battles…and your market…wisely - “In the land of the blind, the one-eyed man is king.” (John Tighe) Pick a market where you can become quickly become the one-eyed king in the land of the blind.
- If marketing isn’t your passion…get out now! - Great marketers are fascinated with marketing. We’re addicted to the challenge of winning “the game” the same way teenagers are addicted to Playstation.
- Your underpants are showing - Instead of scaring people off, revealing your “fatal flaw” and disclosing your “negatives” is incredibly persuasive. If you’re strapped for cash and give that as a reason for your low, low prices…the “truth” will ring out loud and clear and consumers will come running to answer the call.
- We all want what we can’t have - If it’s TOO easy to do business with you, you lose an “air of exclusivity” and people become less interested in seeking out your product or service. But if your sales message makes it clear that “only a lucky few will be selected to participate” consumers will beat down your (website) door so they don’t lose out.
- Selling is psychological manipulation - If you have a hard time getting comfortable with the idea that as a marketer, your job is to bend the minds of consumers, I suggest you read the book The Closers. Its message is sharp and on point: Get over it!
- A dash of logic - People buy by emotion but most support their actions with some kind of logic.
- Be the guy/gal who keeps on giving - Find out what your ideal customer wants, give it to them, and then keep on giving it to them.
- A sales pitch always knows the answers - A good sales pitch will always provide answers to consumer’s top 5 questions:
- What’s in it for me?
- What’s new?
- Says who?
- Who cares?
- So what?
- You built it, now use it - Your current and past customer lists are treasure troves waiting to be mined. Work them again and again and again with new offers, different offers, and better offers. (It’s easier than starting fresh with cold prospects!)
- People want the magic pill - People want something automatic and effortless that will solve their problem(s). They want you do it all for them. Don’t disappoint them. Make it clear that with you, they don’t have to learn or do a damn thing!
- If you think education is expensive, try ignorance - There’s an expression, “It’s not what you say that counts…it’s what you don’t say.” And it’s what you don’t know that can cause your downfall. If you don’t spend time and effort to analyze your market and get to know your prospects, the mistakes you make can (and probably will) be fatal.
- Write the way you talk! - Don’t sound like a big dumb corporation in your sales message. Be a human being, not a “sales message.” Get up close and personal…Be accessible, down to earth, friendly. Show that you’re a person that other people would like to do business with.
- Be bigger, brighter, bolder…but subtle - Find ways to make whatever you’re selling sound new, different, exciting! But be careful not to go over the top and turn people off with obvious exaggerations.
- Ya gotta crack some eggs to make an omelet - If you’re NOT offending somebody once a while, you’re NOT marketing aggressively enough!
- A sale ain’t a sale unless it sticks - Selling a thousand units of your product doesn’t mean a damn thing if 50% of your customers are asking for refunds.
- Screw the “Golden Rule” - Don’t try to unto others as you would want done to yourself. This is Marketing 101, not Religions of the World. According to this “bible,” you should do unto others as they want to be done unto!
- Ice is nice - Copy should be like an ice cube smooth and clear.
- Lead them from one step to the next - The purpose of a headline is to capture peoples’ attention and compel make them read your FIRST sentence. So what’s the purpose of the first sentence? You’ve got it! To get them to read your second sentence.
- Tongues are wagging - Do what you do incredibly well, and people won’t be able to stop talking about you. Remember when DisneyWorld first opened. It delivered such an amazing experience that it immediately generated worldwide word-of-mouth.
- Testing 1-2-3 Test, test, and test some more - Your sales message may be a work of art, but that doesn’t mean it can’t be improved upon. See what sells and what smells. Plug in different headlines… different bonuses…different prices. (Do this one at a time.)
- Let someone else do the talking - What other people say about you, your products and/or your services is infinitely more powerful than what you can say about yourself.
- You are NOT the customer - Don’t sell to yourself; sell to your prospect. Talk about what he/she wants, needs, dreams of, and must have…not what you think is meaningful.
- Two heads (and a big brain) are better than one - Having a mentor is the shortcut to success! Find someone who’s “been there and done that” to show you the best way to get to your destination without detours and unnecessary accidents.
- Grab ‘em by the throat and don’t let go - Your prospects should be so compelled to read your sales pitch that they cannot stop reading until they read all of it as if sliding down a slippery slide.
- Sharp marketers are well-rounded - The best copywriters in the world are those who have a variety interest. They understand their prospects. They know what’s hot in the marketplace. They find other people interesting. And they’re very good listeners.
- People hate to be sold, but they love to buy! - Keep your readers focused on the “aftermath” of making a purchase – when they’re happier, healthier, or whatever “-ier” your product delivers.
- Name recognition - The better known you are, the less you have to fight to establish the credibility of your offer.
- Sell a cure, not a prevention - No one ever got rich with a “don’t gain weight” diet, but there are millions of millionaires selling weight-loss products
- It’s good to be invisible - “A good advertisement is one that sells the product without drawing attention to itself.” (David Ogilvy)
- Don’t confuse the consumer - Too much on your website – too much clutter, too much to read, to much to choose from – confuses prospects. This is deadly. A confused mind always says no.
- Upsell your customers - When your customer is “sold” and has clicked through to the order page, “leverage” their interest and tell them about a few additional related products you have for sale. They could just add it to their original order.
- Be a “model” citizen - Learn the habits and processes of successful people (and businesses) that you admire and use them to “model” yourself (and your business).
- Risky business - You can’t do nothing and expect something to happen. You need to act…to risk spending money to make money. Some businesses only advertise when it’s free. The result: most of them end up advertising “Going Out of Business” sales.
- Package deals - Take a tip from the travel business where “package deals” are big business. Try combining a product and service – like an ebook on website marketing and a one-hour consultation on creating killer web pages. Sell once…earn twice.
- Adjectives are the spice of marketing life - Bland copy is like bland food – unappetizing and forgettable. So “spice up” your sales copy with descriptive adjectives that paint vivid word pictures in the consumer’s mind.
- Don’t be a stranger - Interact with your online customers regularly by sharing important news, sending advance sales alerts, offering special discount coupons, etc. You can set up a chat room, host a forum, or communicate via email to get your messages across without breaking the bank.
- Be a goldmine and don’t give people the shaft - Think of your website as a targeted resource center filled with information about a subject of interest to your key demographic. Choose your subject carefully and then construct an everexpanding “library” that will lure visitors back repeatedly for more information…and more opportunities for sales, repeat sales, upgrade, etc.
- Never lie about the word FREE - If people go to your site looking for the freebie that you’ve promised them and they find out “to get your free item, just pay shipping and handling” or “to get your free item, just pay for a subscription”…you’ll lose their trust AND the sale. Be honest or be gone!
- Not all web browsers are created equal - The design of your website needs to work for as many browsers as possible. Do some testing on different systems with different browsers to make sure that your content doesn’t distort or appear fractured.
- Attention-getters - Pop-up windows and hover ads are dynamic and impossible to miss. They grab a visitors attention because they almost literally jump off the screen.
- Put your copy “on the couch” - You must analyze all your promotional efforts. Figure out what works and what doesn’t. Keep and refine the good stuff and “86” the crap.
- Before and after photos - Charles Atlas made his fortune showing pictures of the problem (himself as a 98 lb. weakling) and pictures of the solution (a super-toned muscle man thanks to his product). You should, too.
- Share the “You” news - Include an article or complimentary review that has been written about you or your business with your ad copy. This will show people that your business is respected and will increase your credibility.
- List your bonus values in dollars - When you’re offering free bonuses in your ad copy, be sure to include the “retail price” or “sold at price” so that consumers realize they’re getting their hands on extra value. “I’m getting a good deal” is an important step on the way to “I’m sold!”
- Talk with, not at, your prospect - Your sales message should be a conversation, not a one-sided sales pitch. To keep a prospect involved, ask lots of yes and no questions in your copy. The questions can remind them of their problems (Are you tired of paying too much for life insurance?), remind them of your solutions (Wouldn’t you like an insurance agent who put you first for a change?), and alert them to the “danger” of not acting now (Can you afford to leave your family unprotected?)
- Add incentives for acting - NOW Turn your prospects into eager beavers by offering extra incentives for quick action. This can be a percentage-off discount, a faster shipping option, or free gift-wrapping.
- Incentives to come again - Discount coupons, bonus points that earn free gifts, a buyer’s club, etc. are all ways to encourage customers to make repeat purchases. And, when they’re redeeming their coupons, you have a chance to sell and sell again.
- Use highlights to spotlight - You can significantly enhance the power of the benefits listed in your copy by using color, highlighting, underlining, and even attention-getting words and phrases (including slang and “blue” language).
- “Surf” a mile in someone else’s shoes - When you’re creating your site, put yourself in a first-time visitor’s shoes. Design the site for them…create your product pitch around them… do everything you can to show them the value of doing business with you.
- Everyone wants to feel good about themselves - Make visitors feel good about themselves and they’ll feel good about doing business with you. Compliment them on their intelligence (“You’re smart not to wait until your storm drain problem gets worse”) or on being “a cut above” (“This success program isn’t for average people…this is for winners only”).
- A little trust can earn a lotta dough - Test a “bill me later” option on your website. It sends an unmistakable message that says, “My product is great and I know you’ll love it” that can instantly transform a prospect into a sale. And don’t worry: most people are honest and will pay what they owe.
- Create emotional attachments - As soon as your ad copy can get a prospect to “experience” what it would be like to experience the positive results you deliver, they begin to develop an emotional attachment that will keep them “hooked” until you close the deal. Your copy must make your reader see, feel, hear, and taste everything your product has to offer.
- Bargain hunters - Everyone wants more for less. Make sure your readers know they’re getting “a deal.” If you’re selling your product at a one-day-only price of $59.95, be sure to make it clear that the regular price is $99.95.
- Instant gratification - If you want ‘em to buy now, promise ‘em “you’ll get it now.” 24-hour delivery, instant downloads, same-day shipping and other fast, fast, fast options can spell the difference between “sale” and “no sale.”
- Hit your target with bullets - Lists are a peerless way to highlight the benefits of your product or service. Since benefits are the key elements to making a sale, it’s important that they stand out on your website. Give each item in your list extra oomph by adding bullets, dots, dashes, or circles.
- More than your money back guarantee - Almost everyone (everyone with their head in the game, that is) offers some kind of money-back guarantee. Raise the bar and raise the possibility of making a sale by offering something better. If you’re very confident about your product, offer a double-your-moneyback guarantee. If you’re less certain, change your offer to “the free gift is yours to keep”…and just make sure that the free gift is an information product that doesn’t cost you anything to give away.
- Surprise party - Offer special, surprise bonuses to arouse your prospect’s natural curiosity. Pushing the “need to know” button can often activate the “need to buy” impulse.
- Forever is a long time - Be loud-and-clear that whatever you’re offering won’t be available forever…and once it’s gone, it’s gone forever. This tactic will create a feeling of urgency that powers the need to buy NOW. Always offer the same “base” product, but periodically change the bonuses or price so that you aren’t lying when you say “This offer may be withdrawn at any time.”
- Go for the jugular - Your competition has a weak spot – quality, delivery, availability, etc. Whatever it is, once you identify it, you should turn it into your own unique selling proposition. A USP that says, “We deliver more, faster, and for less than Brand X” will annihilate the competition.
- Make yourself scarce - Your can ramp up the perceived value of your product by building scarcity into your sales message. Warn consumers that there is a limited quantity available, that the bonuses are only being offered for a specified period, that the low price is going to be changed in 14 days, etc.
- Make yourself approachable by pointing out the avoidable - Tell your visitors that they can avoid pain, fear, danger, frustration, etc. if they purchase your product/service. People are more motivated to avoid something they dislike than to seek out something they like.
- Be the answer man (or woman) - Anticipating and answering questions is key to selling effectively online or off and can improve your sales ratio exponentially. Make sure your site has an informative FAQ page where you overcome objections by answering questions like “What if I’m not satisfied?” (Answer: We’ll refund your money) and “What do I do if your product doesn’t work?” (Answer: We provide online support.)
- More payment options mean more payments - Give people as many payment options as you reasonably can. Accept several credit cards, debit cards, checks, money orders, and ESPECIALLY electronic payments. A reward program rewards you, too A customer rewards program brings people back to your site and keeps them buying your products. You can structure your rewards program any way you like, offering gifts for visiting, discounts for buying, etc.
- Explain yourself - Having a sale or offering your product/service at a discount price without giving a reason may leave consumers with the impression that what you’re selling is cheap, faulty, or not worth having. “Clearance Sale,” “End of Season Sale,” “Making Room for New Merchandise Sale,” and even “Fire Sale” will all entice more visitors than just “Sale.”
- Don’t let ‘em get away - You can’t “lock the door” when people visit your website, but you can make it hard to leave. Become “sticky” and keep people onsite -- and available for selling -- with free ebook downloads, contest entry forms, free online services, etc.
- Cut out the fluff - Words, phrases, and paragraphs that aren’t actively selling or supporting the sale of your product are working against you. Extraneous language clutters up your message and bores the reader. Cut out everything that isn’t working towards closing the deal.
- Be ready to turn “no” into “yes” - By researching the needs and wants of your target audience, you’ll also get a handle on the objections that they are likely to raise when making a purchase. Once you know what the objections will be, you can be proactive and build answers to objections right into your copy.
- The name game - If you’re choosing a name for your business, service or product, be sure to select one that is memorable…as in easy to remember…and one that describes the kind of product that you offer
- Expand your selling horizons - One way to expand your wallet with dollars is to expand your marketing efforts to new target audiences. If you’re selling coffee to grocery stores, consider selling to coffee shops…or bakeries…or caterers. Be creative!
- The power of “investing” - Using the phrase “invest in our product” is much more powerful than “buy” or “purchase” our product. The word invest makes consumers feel that they’re getting something that will gain in value and be part of their future.
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