Copywriting Hotseat: Use the Secret Handshake
Jack is marketing a product that shows MLM’ers how to build a downline faster and easier. He is getting a good response to the letter but wants to make it better.
The MLM market is one which has a lot of unique terminology. Insiders use the language, outsiders do not. This insider’s language is what is meant as the “secret handshake”. In any letter to insiders, Jack should use as much MLM terminology as he can.
An example of this is the name of Rachel Long, who is well-known in MLM circles.
They talk a lot about targeting the letter to the audience…how sophisticated they are, how much they know about MLM.
They also say that Jack should have 2 sites…one for people who know Rachel Long and one for those who don’t
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