Dan Lok: 
"Million Dollar Copywriting Secrets Of The World's Greatest Copywriters"

Important note: This is a critical book-review and not a sales letter or an ad! 


Format

• Main course material: "Million Dollar Copywriting Secrets Of The World's Greatest Copywriters" (2 three-ring binders filled with 20 audio-cds).

Review 

Recently I discovered a new web site. I know there's nothing special about that. But you see, what really attracted my attention to this web site was the strong Direct Response orientation it had. Besides, the web site really looked good and very professional (in the best sense of the word).

In fact I got so curious about this new web site that I contacted the owner and politely asked him about it. He turned out to very kind and friendly, and he told me that much of the copy on his web site was written by a copywriter called, Dan Lok. And it was the same copywriter who had helped him to give the whole site a Direct Response orientation.

Since then I've found out that this business owner actually hires Dan Lok to do all his copywriting. And he's definitely not the only successful business owner who does that.

So, naturally I've become more and more curious about Dan Lok and his products.

Today, just a few weeks later I know a lot more about Dan Lok and his products.

When you read Dan Lok's sales letters for his own products and views his web sites, there's no doubt that he really knows what he's doing. In other words, Dan Lok knows how to write mouth-salivating, order-pulling sales copy.

I've now been studying Marketing and Sales for several years, and my conclusion is that effective sales copy is one of the absolutely most important factors if you want to sell anything online. Again and again you'll see that it's not the number of visitors you get to your web site that makes your site run or stumble. Neither is it the graphics. And it's not even the quality of your product that makes the difference.

No, the locomotive that drives your sales is your sales copy - whether it's in your emails, ads or on your web site.

This is not to say, of course, that all the other factors aren't important. For example, your sales letter may be terrific, but it the actual product doesn't deliver as promised in your sales letter you've made a big mistake - both from a marketing and from a moral point of view.

The question then is, of course, whether you'll learn to become a better copywriter through this course. Does Dan Lok deliver as promised in his strong sales letter for "Million Dollar Copywriting Secrets Of The World's Greatest Copywriters"?

What is the content of this course?

First of all, "Million Dollar Copywriting Secrets Of The World's Greatest Copywriters" basically consists of 14 interviews with some of the absolutely most successful and clever copywriters in the world today.

It's actually quite impressive that Dan Lok has been able to get an interview all these top copywriters. Even if you're quite new to the marketing niche, you probably already know several of their names:

• Bob Bly (author of many, many business books),
• John Carlton (arguable among the world's top five most clever copywriters),
• Joe Vitale (famous copywriter and author of many books on marketing, writing and copywriting),
• Alex Mandossian (also a very clever copywriter and expert on infomercials),
• David Garfinkel ('the best copywriting teacher in the world'), Roy Williams (famous copywriter and author),
• Joe Sugarman (author, enormously successful Direct Mail expert and probably also among the top five copywriters),
• Carl Galletti (famous copywriter),
• Russ Phelps (one of the top copywriters and winner many copywriting assignment competitions),
• Paul Myers (very successful Internet marketer),
• Bob Serling (another of the top copywriters and successful author, consultant and famous Direct Marketing expert),
• Randy Gage (successful copywriter),
• Michael Masterson (probably also among the top five copywriters in the world),
• Maria Veloso (the copywriter Mark Joyner choose to hire for some of his most successful marketing campaigns),
• Michel Fortin (famous and successful copywriter, Internet Marketing and branding expert),
• Brad Peterson (another top ranking copywriter),
• Alan Jacques (whom I didn't know before getting this course)
• ...and finally - but not least - arguable today's most famous Small Business Marketing expert, Jay Conrad Levinson.

Dan Lok is, of course, actively engaged in all of the interviews. In addition you get an interview with Dan himself where he shares some of his own copywriting secrets.

Getting these busy, top copywriters to participate in an interview is really difficult. If you're really clever and a bit lucky, you might succeed at getting one or maybe two of these copywriters to accept being interviewed - provided you gave them a really good reason to. But getting all of them to participate is quite an achievement.

In each of these interviews Dan Lok grills each of these successful and clever copywriters, asking them all kinds of questions about what has made them and their sales copy so successful.

Interviews have become a popular form to create information products on all kinds of topics. Actually, one of the first information marketers who systemized this form of creating information products was Bob Serling, one of the experts interviewed in "Million Dollar Copywriting Secrets Of The World's Greatest Copywriters" course.

However, there's a lot of difference between the quality and usability of the information products consisting of interviews. Some of interview-products are really good, while others aren't worth much.

The outcome depends upon several factors:

• Whether the final product has a clear coherence - some interview-products totally lacks a 'red thread'.
• Whether the interview actively interacts with the expert he or she interviews.
• How good the interviewer is to listen - some interviewers like so much to hear themselves that you aren't sure who's actually getting interviewed.
• Who's getting interviewed - whether it's someone who knows his or her stuff, or not.
• How good the expert is at communicating (in a pedagogical way) his or her expert knowledge and practical experiences.
• And of course it's decisive how 'open' the expert is - that is, how much of his knowledge he's willing to share with the listeners.

There're other important factors as well, but you'll probably agree with me that the points I've mentioned here are very important. These factors either make or break the interview information product.

We've already concluded that the experts participating in these interviews know their stuff. No doubt about that.

But how much do you, the listener, get from them? Will you really learn the secrets that'll help you to write your own, salivating, order-pulling sales letters?

In my opinion you get a lot.

The interviews are interactive. It can be very boring to read or listen to a line of interviews that are all built over the same questions. You know, just when the interviewed expert is in the middle of an exciting answer and you'd like to hear even more along the same line, the interviewer asks a new, unrelated question. You'll often encounter this kind of interview (with stereotyped, standard question) if you buy one of the ebook that are based upon email interviews.

But this certainly doesn't apply to this book. Dan Lok is really good at interviewing the copywriting experts. He is good at listening, doesn't interrupt, asks important and relevant questions that causes the copywriters to elaborated on their previous questions.

So, I think Dan Lok has done a really good job here.

It ought to be that way in all interviews, but you know, very often it's not.

But do Dan Lok and the interviewed copywriters get to the important, nitty-gritty details?

Yes, I really think so.

One good example is the interview with John Carlton.

When you read this interview it's evident that Dan Lok really has prepared himself ahead of the interview. He knows John Carlton's copywriting techniques and through his relevant and timely questions he manages to let John Carlton to share his secrets.

This interview with John Carlton is really good. As you may know John Carlton writes some of the most effective sales copy today. He's written ads and sales letters for some in all kinds of different media, and he's been responsible for millions and millions of dollars in extra profit for his customers.

Together, Dan Lok and John Carlton share some very important insights on effective and order-pulling sales copy. This is a really good interview.

And the same can be said of the other interviews: Dan Lok and the interviewed experts do a really good job. Together they share some of the most important copywriting lessons that you can possibly learn. At least, based on my own experience with copywriting, I can testify that these techniques work.

Now, "Million Dollar Copywriting Secrets Of The World's Greatest Copywriters" is not the kind of course where you get a lot of step-by-step explanations. Rather, you get the chance to look over the shoulder of some of the absolutely most successful copywriters today.

This doesn't mean that you won't get a lot of important steps for you to take if you want to become a better copywriter. You certainly do. What I mean is just that, due to the structure of this course, you don't get the steps like you do when you buy one of those step-by-step products: "First you take step #1, then you take step #2, and then..."

Some people may miss these step-by-step explanations, and I too like such step-by-step explanations that are right to the point. But personally I also find such products as this one very helpful. The conversation-format (due to the interviews) often gives you some deeper insights that you don't usually get in the typical step-by-step products.

Again, I'd like to mention the interview with John Carlton. Dan Lok really understands how to 'extract' the more important secrets from John Carlton. Not that John Carlton seems to hold anything back. He doesn't. But as I've already said above, a bad interviewer can easily by his or her interruptions prevent the interviewed expert from revealing all there is to say on an important subject. In my opinion Dan Lok doesn't fall into this trap, and the interviews are much, much better because of his interviewing skills.

Finally, I'd like to commend the nice and professional look of the "Million Dollar Copywriting Secrets Of The World's Greatest Copywriters" package. It's really a pleasure to open this package and work your way through the content. As I've said before, it's naturally the content that's most important, but the wrapping can make it much easier to get to the content. And this is certainly the case her.

Overall assessment 

In my opinion "Million Dollar Copywriting Secrets Of The World's Greatest Copywriters" by Dan Lok (and all the famous interviewed copywriters) is an excellent course on both the basic and the more advanced aspects of effective copywriting.

The course may seem a bit expensive for many small business owners, but considering what a positive difference just one good sales letter or ad can mean for your business, the money is well spent.

So, in my opinion "Million Dollar Copywriting Secrets Of The World's Greatest Copywriters" is a really good and important product which I recommend.

About Dan Lok 

Who is Dan Lok? Click for the answer! 



Buying information 

Website 

GreatestCopywriters.com

Instantwebprofitssystem.com

WebSiteConversionExpert.com

ForbiddenPsychologicalTactic.com

UndergroundSalesletters.com

InfoPublishingBootcamp.com

QuickturnMarketingExposed.com

Postal mail address

Dan Lok
141 - 6200 McKay Ave., Suite 964
Burnaby, BC
Canada V5H 4M9



Fax

(604) 583-4978