It’s happened. I’ve lost my mind. There’s too much stuff and not enough silence. Every morning I roll the battery around in my mouse, and every time it gives me another day of service I thank it, for not having me rummage under the stairs for a new aa battery.

Also, it’s our daughter’s last day at nursery. GODDAMMIT. Picture me crying writing 4 cards at 8am whilst she shears clips into my wet hair and hot breathes in my face. Mr WDA is pronouncing ‘u’ ‘ooh’ to our 6 year old who loses her shit, whilst trying to make another picture for nursery, THAT’S NOT A U DADDY’. She’s right.

Still, we live to fight another day.

Ok, let’s get into it…

🧠 Copy Chops →  Copywriting Tips from the $83M Launch

🧲 Magnetic Marketing → The 4 Phases of a Launch Funnel 

📣 Client Chronicles → Rewriting a 5-Day Challenge

🌀 Weird Marketing → A 9yo TikToker called Rizzle

You might hate Alex Hermozi. You might think, what does that white vested bro have to do with my business? Well, chappy sold over 2,970,443 copies of his book $100M Money Models in a single day, smashing the Guinness World Record for “Fastest-Selling Non-Fiction Book.”

The copy wasn’t flashy - it was formulaic, and it went like this (excluding a gazillion affiliates and an actual paper letter).

Mystery sells (curiosity lines in email like “better than an NFT, less than a Bitcoin”)

Plus there was a good amount of emails, loads of texts, a letter, and probably a shaven eagle..

What the frick is a MIFGE? It stands for Most Incredible Free Gift Ever. A bonus so good it feels wrong to get it for free. Hermozi stacked them so high the “gift” felt bigger than the product.

Here’s how we can use it without donning a white vest..

1. He made the book look bigger than the book.
It wasn’t “a $47 paperback,” it was “$100M worth of playbooks distilled.”

So try this: Sell the transformation, not the container. Your PDF/course/session is the shortcut to the outcome.

2. He used curiosity hooks relentlessly. Copy dangled tension so you had to click.

So try this: Instead of “Join my webinar on productivity,” try “The 3-word rule that lets me finish work by 3pm.”

3. He created urgency without fake scarcity.

No “doors close forever” bullshit, just stacked time-bound bonuses (MIFGE’s).

So try this: Stop discounting. Add a disappearing bonus, audit, or extra session.

4. He layered multiple touchpoints.

Email. SMS. Letter. Social. Affiliates. Same message, different angles.

So try this: Don’t rely on one post. Show up across channels, and say the same thing with a diff POV.

I will say, he has a MASSIVE business, so y’know, take this with a pinch of salt, but you get the picture, right?

5. He hammered the value gap.

$47 book vs. $100M worth of frameworks. Suddenly, the cost feels like pocket change.

So try this: Anchor your price against the outcome. (“$500 blog post” → “$500 to rank for keywords that bring leads for years.”)

TLDR: Clarity, urgency, and MIFGE’s work for almost any business.

🧲 Magnetic Marketing →  The 4 Phases of a Launch Funnel

So yeah, running a webinar is no joke...

You’ve got to sell the event, remind people, tell people you’re live and then tell them what you told them, and then sell the thing. All over email, all keeping it benefit driven, conversational, impactful and to the point.

But generally speaking, promo falls into 4 phases.

Tiring reading it, isn’t it? So why would you do that?

Because these events have been the single biggest driver to my healthcare clients email list and thus onto her coaching program. 

More on that below..

📣 Client Chronicles →Rewriting a 5-Day Challenge for a Healthcare Coaching Biz

My client ran a 5-day challenge in May and we’re running the challenge again next month. For your context, they’re a naturopathic healthcare client in the states (with a marketing team).

We got decent show-up rates and conversions, but post challenge things dropped off. So here’s how we’re optimising for September:

TLDR Soften the drop-off with early offers, community touchpoints, and generous MIFGE-extras.

The Case Study View → Before Vs After

In May, the challenge performed well on clicks (~23% CTR during the event) but collapsed to ~9% post-event. People loved the content (esp. replays + guides) but the calls didn’t convert quite as well as we’d hoped once the challenge ended.

Here’s how the strategy is shifting for September:

TLDR 2.0: If your challenge gets clicks but not conversions, the problem might not be the content - it might be your follow-up.

Balls… But that’s an opportunity innit?

The same “drop-off” happens everywhere:

The principle is the same: Don’t let the energy die. Instead:

A 9‑year‑old TikToker nicknamed “The Rizzler” pitched a fake drink called Rizzler Berry.

The mock product went viral and the brand turned it into a real flavour.

Launching this October, the berry-flavored juice is inspired by viral culture - and kiddo gets a cut of the profits.

I’m picturing my mum’s face at this carbonated sugary madness…

And even thought it was spontaneous, odd, and totally off-script, sometimes I hate marketing.

Oof, that was dense. Ok, tell me stuff…

Till next time,

Annabelle