For the past two years I’ve worked on and off with Jordan Belfort, the Wolf of Wall Street.It’s been…. interesting haha.
But this past week, I had the opportunity to do all their high level email marketing strategy and copy for BFCM.
In this post I’m going to break down all 10 emails, the results. and how we generated over 10k/email (at 85% off his courses) and $12 EPC, plus the strategy behind each send and the entire campaign.
(Plus a special gift for you in the middle of this post)
10 emails. $106k Generated. $12 EPC.
Let’s start with the results of the promo.
List size 184k. A good chunk of emails, but the majority (>80%) were leads. Plus they hadn’t been hit in 2 years, which really didn’t help.
Total clicks over 10 days: 8887. Low for the list size, but considering it’s leads and hadn’t been emailed often, it was not too bad.
Total cash generated: $106,957.95. A decent chunk of change given the clicks.
EPC: $12 per click. Very solid EPC.
AOV $232 (after 85% off). Strong AOVs for info product offers, especially at 85% off discount.
Overall the stats were excellent. $12 EPC is basically unheard of, and is a product of both effective copy, marketing strategy, and Jordan’s Brand.
Let’s go through all the copy and marketing strategy below.
Email Breakdown
Okay so for each email, I’m going break down the copy, strategy, and stats. This way you can get a clear understanding of the thought process and thinking that goes into each email.
If you don’t have time right now, I’ve put them into a handy dandy PDF for you…
Download JB’s BFCM email campaign [2022 Edition]
Now let’s get into the email breakdown’s…
Peter’s (my) notes will be italicized in red and highlighted, like this; They are only found on the blog, not in the PDF š
Email 1 (Opens: 14.4%; Clicks: 1512)
Date: 11/24/22 AM
FN: JB
SL: VIP only: 85% off starts early!
FNAME,
Black Friday is starting early this year! – We started early because to capture the hot buyers and fast action takers
And here at the Wolf Den, weāve decided to do something weāve NEVER done before.
Iām giving away all my best selling courses on financial freedom, sales, marketing and persuasionā¦
For 85% the normal price! – Very clear CTA discount
(IMG of all courses bundle with on sale graphics) – This is just a product bundle image to increase perceived value and cater to visually driven individuals
Click here to get all of my best selling sales courses at 85% off! – Very clear & actionable CTA
– JB
Peter’s thoughts:
Honestly nothing fancy here, other than we decided to jumpstart Black Friday by starting the sale a day early. This is just a very short and quick email priming the list to buy.
Email 2 (Opens: 18.8%; Clicks: 1354)
Date: 11/25/22 AM
FN: Jordan Belfort
SL: 85% all persuasion courses
Hey FNAME,
Jordan Belfort, the wolf of wall st here.
If thereās one thing I know, itās that no matter whatās going on in the worldā¦
You can control your destiny if you have one skill
That skill is sales. – This whole section is acknowledging the world is crazy, but that despite you feeling out of control, there’s a way to restore control, with JBs stuff.
And as the #1 sales trainer in the world, I can show you the way to financial independence and persuasion masteryā¦
The best place to start is with one of my coursesā¦
Which Iām discounting to 85% off for just Black Friday! – Clear CTA
Whether itās my flagship straight line persuasion course that teaches you how to use the latest breakthroughs in persuasion technology to nail your next job interview…
Or my script builder that gives you the exact words to close any deal…
Or my fast track persuasion boot camp designed to help you become a master closer as fast as possibleā¦
Or my legendary 1989 Stratton Oakmont Manual that deep dives into how to scale your brand to 9 figuresā¦
All of it can be yours for pennies on the dollar! – The above 4 lines goes deep into the products, casting a wide net to capture all levels of income, demographics, and customers on the email list.
But this deal will be gone before you know it! – Urgency
Click here to get all of my best selling sales courses at 85% off! – Clear CTA
-JB
Peter’s thoughts:
This is the first day of the promo. We cast a wide net by talking about the variety of products (from beginner to advanced) and have a clear CTA to entice clicks. Beyond that dive deep into order and chaos. The chaos of the world, your finances, and the future. And the order that can come from you buying our products and taking back control.
Email 3 (Opens: 17.6%; Clicks: 843)
Date: 11/25/22 PM
FN: JB – we changed up the from name for more attention in the inbox
SL: last chance – creating massive scarcity and urgency for this 1 day sale
[First Name], – personalization tends to help sales
Thereās only 3 hours left to pick up one of my best selling persuasion courses for 85% off. – clear CTA + urgency and scarcity triggers
Whether itās my flagship straight line persuasion course that teaches you how to use the latest breakthroughs in persuasion technology to nail your next job interview…
Or my script builder that gives you the exact words to say that you can pull out of your back pocket anytime you need to be on your A-gameā¦
Or my fast track persuasion boot camp designed to help you become a master closer as fast as possible and start earning fat royalty checks from day oneā¦
Or my Stratton Oakmont Manual which deep dives into all the tactics needed to grow and scale your brand to millions per month.
All of it can be yours for pennies on the dollar! – again, casting a wide net for all levels of income, investment and customer demographics.
But this deal is gone in 3 hours, so donāt wait! – massive urgency
IMG of all courses bundle with on sale graphics go here – visual representation of sale (people love to click on images)
Click here to get all of my best selling sales courses at 85% off! – Clear CTA
JB
P.s. I wanted to also quickly share with you the story of TESTIMONIAL NAME, because his story is absolutely incredibleā¦
And itās exactly what happens when you believe in yourself, take action and have the right mentorshipā¦
REALLY GOOD TESTIMONIAL – So this entire post script is for social proof. It get’s the fence sitters off the fence and into the shopping cart. JBs main demo is young, hungry dudes, who wanna make bank, and so we chose a testimonial that reflects that.
Peter’s thoughts:
This email is a final push on Black Friday to get people in. The idea here was that we weren’t sure if we were gonna extend the sale. And thus they have 1 last opportunity to buy. The massive urgency, scarcity and a sprinkle of social proof is everything they need to be pushed over the finish line.
Email 4 (Opens: 15.9%; Clicks: 972)
Date: 11/26/22
FN: wolf of wall st – changing up the from name
SL: my inbox is BLOWING up! – curiosity driving subject line
Hey [FName]
JB here!
Iām so proud to have so many hungry, ambitious guys like yourselfā¦
Taking action and investing in themselves and their future. – cementing the ideas that customers are action takers because not only does it speak to the positive shadow of their identity, but action takers buy stuff and are good for business.
I know you might have some questions, so Iām going to answer those for you right nowā¦
And so today, I thought I’d answer a few of the most common ones I’ve been getting over and over. – addressing the fence sitters questions is a great way to persuade without coming off as sales
Letās begin…
Q1: What’s on sale? – Clear description of sale. Clarity = $$$
Every single one of my courses is on sale for 85% off!
Yes, I mean every single one, including: – breaking up the way the email is written (visually) with bullet points is a great way to keep attention
- My flagship straight line persuasion course & Fast track
- Sales script technology builder
- Stratton Oakmont Manual
- Straight line marketing system
- Straight line sales certification
No matter if you want to rapidly increase your marketing skills, close more high paying deals, or simply become a master at persuasion and influenceā¦
All the best tools in persuasion science can be yours for pennies on the dollar.
Click here to get all of my best selling sales courses at 85% off!
Q2: Why are you doing this? – sympathy section. No one gives stuff away for free without a reason. And this plays into the idea of order and chaos.
Look itās been a rough few years, and things arenāt getting better.
Inflation, food shortages, real estate bubbles, itās all chaos.
But one thing I do know is thatā¦
No matter how bad the economy is, or the state of the worldā¦
When you master sales, none of it matters.
You become the captain of your destiny.
And if I can do my part to teach you the skill thatās given me everything I ever wantedā¦
And help you achieve the financial independence and freedom we both know you deserveā¦
Then Iām going to.
Because I want to make sure that no one has an excuse to not be as successful or as rich as they want to be.
Q3: How does it work? – Clear CTA + creating the idea of being on the inner circle
Itās simple! All you have to do is click this link to be taken to my private VIP store where we are running the special 85% off discount.
(This isnāt available to normal folks just visiting my website)
Once youāre there simply add whichever persuasion product you want to your cart.
The 85% off will be automatically applied when youāre ready to checkout. Itās that easy!
Q4: Have my products worked for anyone else? – Social proof
If youāve seen my movie, you know that my persuasion technology works like gangbusters.
Iāve taken hundreds of people with zero sales experience and helped them land their first client and make upwards of $10,000 a month.
And if youāre already a top dog, Iāve helped numerous badasses scale to 100k/mo and even 1m/month
TEST1
TEST2
Q5: When does the sale end? – Scarcity + urgency
The sale is over on Monday at 11:59pm, which means you only have a short window to get the exact tools needed to create the income and freedom you deserve.
Q6: How do I get started? – Clear CTA
That parts easy!
Simply click this link to be taken to your special VIP page where everything is 85% off.
Donāt wait, because this opportunity wonāt come around again!
– JB
Peter’s thoughts:
So this email is essentially a sales page in an email. It hits all the persuasion triggers: clarity, offer, scarcity, urgency, and social proof. It also completely ignores the fact that the sale ended yesterday. The only reason we can get away with this, is because BFCM is a national event. In a normal promo (halloween, easter, etc.,) this would cause problems, but the timing is perfect. Plus the subject line is a smooth transition from the end of sale (go re-read it).
Email 5 (Opens: 20%; Clicks: 743)
Date: 11/26/22
FN: JBās Truth
SL: Youāre ONE call away from freedom – seeds the idea of phone closing, and that they are “1 call away” from changing their life.
Hey FNAME,
We all know that sales are commission basedā¦
In other words, you eat what you kill.
So the better you are at sales, and the more persuasive you becomeā¦
The more money you make. – hitting on the #1 central idea JB’s customers want, more money.
And often, youāre just one call away from true freedom. – making more money (their dream) as simple as just 1 phone call. Similar to the one funnel away challenge.
And the best way to make sure you close that deal when it comes inā¦
Is by making sure you have every sales weapon at your disposal!
See, as the #1 sales trainer in the world, I know whatās needed to take you from 2k/month to 20k/month to 200k/month – capturing the range of the audience on the list, as well as providing tangible aspirational motivation.
Iāve already helped turn thousands of students into million dollar closers with my trainingā¦ – social proof
Like Testimonial 1
And Testimonial 2
And Testimonial 3
And because youāre part of my tribe, I want to give you a special opportunity to jumpstart your success and create the income and freedom you deserve as fast as possible. – special deal because you’re part of the inner circle. This creates bonding and feeling of being owed.
Thatās why Iām going to give you special access to all of my best selling persuasion courses and certifications for 85% off! – Clear CTA
Whether itās my flagship straight line persuasion course that teaches you how to use the latest breakthroughs in persuasion technology to close more dealsā¦
Or my script builder that gives you the exact words to say that you can pull out of your back pocket anytime you need to be on your A-gameā¦
Or my fast track persuasion boot camp designed to help you become a master closer as fast as possible and start earning fat royalty checks from day oneā¦
Or my Stratton Oakmont Manual which deep dives into all the tactics needed to grow and scale your brand to millions per month.
All of it can be yours for pennies on the dollar! – again, this is showcasing different products to target different audiences, dreams, and goals. This is a major reason (IMO) why the EPC was so high.
But donāt wait!
Click the link below now to claim this special, one-time opportunity and become a master of persuasion and negotiation and finally achieve financial freedom. – Clear, benefit based CTA that speaks to the customers soul goals.
IMG of all courses bundle with on sale graphics – visual representation for a higher CTR and building value when selling info products.
Click here to get all of my best selling sales courses at 85% off! – Clear CTA
-JB
P.s. Hereās just a few of my students who took action and invested in themselvesā¦ – Social proof
TESTIMONIAL 1
TESTIMONIAL 2
TESTIMONIAL 3
Click here to get all of my best selling sales courses at 85% off! – final CTA
Peter’s thoughts:
The central thread of this email is built on the premise that you’re one phone call away from freedom. It sells hope. And hope (like fear) is very good at getting people to take action. Especially in the make money niche. Of course the other elements are here too, but I’m not gonna repeat myself. Or rather maybe I should. Because as you can see in every email, nearly 25% of the copy is the same. People need to be told over and over again what’s going on. The more you say something the more you get it. So again, we hit on all the persuasion elements here: social proof, scarcity, clarity, a good offer, and urgency.
Email 6 (Opens: 17.7%; Clicks: 837)
Date: 11/27/22
FN: Wolfie – a new name, specifically from the movie
SL: My next millionaire student (will it be you?) – going after the aspirations of JBs market + directly speaking to the reader
If youāve ever watched my movie, the wolf of wall street, you know that Iām good at one thing:
Taking young, hungry individuals, with zero business or selling experienceā¦
And turning them into badass million dollar closers. – painting the roadmap of all the customers. This is exactly what they want in their own life, and this future paces their reality to get them bought in.
For over 30 years now Iāve been doing this in over 156 different countries with my straight line persuasion systemā¦ – social proof
Like TESTIMONIAL 1
And TESTIMONIAL 2
For just 2 more days, you can get the EXACT same training – a bit of scarcity
And learn the skills to start making $10,000 per month right out of the gateā¦ – speaking to the aspirations of the beginner audience in his niche
And if youāre already a top dogā¦
Iāll show you how to go to 100k/month and beyond. – speaking to the higher end individuals and capturing that sub section.
Now some of you might be asking why Iām doing thisā¦
Because, we both know Iām no saint.
But life has been good to me, and I recognize that I’m in a unique position to help the world. – speaking to the current pains of the market and creating sympathy. This helps build more trust and thus drives more sales.
And itās been a rough few yearsā¦
Inflation, food shortages, real estate bubbles, itās all chaos.
But one thing I do know is thatā¦
No matter how bad the economy is, or the state of the worldā¦
When you master sales, none of it matters.
You become the captain of your destiny. – the past few lines speak to the lack of control in the world, and the idea that if you master one thing, you can take control back. And OMG that one thing you can learn by buying JBs stuff.
And if I can do my part to teach you the skill thatās given me everything I ever wantedā¦
And help you achieve the financial independence and freedom we both know you deserveā¦ – future pacing
Then Iām going to.
Because I want to make sure that no one has an excuse to not be as successful or as rich as they want to be.
So if youāre ready to learn the skills necessary to level up your income, and start making fistfulls of cash right out of the gateā¦ – more future pacing
Click the link below to get one of my best selling sales training courses and certifications at 85% off! – Clear CTA and offer pitch
– JB
Peter’s thoughts:
This email takes a different approach to selling. A lot of the previous emails were based on the offer (85% off) and what you get. This email really future paces the reader (just look at the subject line) into a reality that could be theirs – if they take action and buy our stuff. Plus I sprinkled in a bit sympathy and why I’m doing this. Humans, by nature, want an excuse whenever a deal seems to good to be true. Even if the excuse isn’t real. Want proof? Next time you see a line at Starbucks, cut to the front and give an excuse. People will go from pissed off, to allowing you to do what you want, some may even buy you a coffee. The same is store here. People want to know they aren’t being hoodwinked. We do that by offering a reason for the sale (outside of it being BFCM).
Email 7 (Opens: 15.2%; Clicks: 930)
Date: 11/27/22
FN: J. Belfort
SL: Thereās no nobility in poverty – straight quote from the movie, that speaks to the aspirations and creates an US vs YOU mentality.
Hey FNAME,
Iāve been a rich man, and Iāve been a poor manā¦
I choose rich every single time. – again speaking to the core idea of the market – get fucking rich.
And thereās only one skill you need to live a life of total abundance and freedom.
That skill is sales. – Linking the customer aspirations (freedom and money) to JBs skillset and what he’s selling
And as the worldās #1 sales trainer, thereās no better place to learn sales than through my best selling persuasion courses and certificationsā¦
Which are still available for 85% off! – clear CTA, teasing the idea of it ending.
Whether itās my flagship straight line persuasion course that teaches you how to use the latest breakthroughs in persuasion technology to nail your next job interview…
Or my script builder that gives you the exact words to close any deal…
Or my ffast track persuasion boot camp designed to help you become a master closer as fast as possibleā¦
Or my legendary 1989 Stratton Oakmont Manual that deep dives into how to scale your brand to 9 figuresā¦
All of it can be yours for pennies on the dollar! – Everything above is about capturing the entire market, the top dogs and the beginners.
But this deal will be gone before you know it! – Scarcity
Click here to get all of my best selling sales courses at 85% off! – clear CTA
JB
Peter’s thoughts:
This email really builds on ideas from the movie: there’s no nobility in poverty. It hits hard on the fact that money rules the world and broke people suck. This is a very real and true belief for JBs audience, and even though some of them are broke, they still believe they can be rich. And with a perfect turn in the email, it links being rich with buying JB’s products. And why not do it now while it’s 85% off. A great offer + emotional charge + scarcity of it being the last day creates massive sales.
Email 8 (Opens: 17.7%; Clicks: 726)
Date: 11/28/22 AM
FN: Wolf
SL: last chance 85% off everything!
FNAME,
Today is the last day to upgrade your persuasion and sales skills for 85% off with one of my world renowned sales courses. – No need to beat around the bush here. Lead off with massive scarcity to incentive final action takers
This is the exact same sales training I teach to billion dollar corporations like Ford, Barclays, and P&Gā¦ – massive social proof
And youāre getting it all for pennies.
Because the truth is, no matter what is going on in the worldā¦
Thereās only ONE skill you need to have to :
An overflowing bank account and true freedomā¦ – speaking to core market desires
And have the ability to control every interaction and steer it the direction you chooseā¦ – blending the idea of control. In a world of chaos, this is everything. Also brining in that this skill can be applied to everything outside of money. The main prospect here feels out of control. It’s not money, it’s that they don’t have control over how much money they make. A subtle, but important distinction.
That skill is sales.
And as the #1 sales trainer in the world, thereās no better place to learn the latest in persuasion science, than through one of my courses. – linking core market desire (control+money) to JBs products
All you need to do is click the link below now while thereās still time…
Click here to get all of my best selling sales courses at 85% off! – clear CTA and offer
JB
Peter’s thoughts:
It’s the last day. People are either in or they’re out. Really hammering home the idea or restoring control is more important than listing out products at this point. Customers know the sale, the products, but they need to be reminded that their life is out of control, and today you can start to take back control. THAT’S what crushed it. It’s not about the money. It’s about safety, security and freedom. Which all come from an ability to control your finances.
Email 9 (Opens: 12.4%; Clicks: 596)
Date: 11/28/22
FN: Jordan Belfort
SL: rich or poor? You Choose – a killer opener inciting us vs them
{Name},
There are just 3 hours left to pick up one of my best selling persuasion courses for 85% off. – massive scarcity
Which means right now, you have 2 choicesā¦ – classic crossroads close
And regardless, youāll choose one of the 2 right now.
Option 1: you can choose not to invest in yourself and your future and try to figure it all out on your own.
This is fine. I respect the hustle.
But youāll spend years figuring out the right and wrong way to sellā¦
And miss out on the fastest road to landing your first client and experiencing true financial freedom. – paints the first cross road as difficult. The key here isn’t to make it impossible or bad. Just difficult. By doing this, it allows someone to imagine a world of struggle. If it was impossible, it kills imagination. And we don’t want that.
However, if youāre still reading this, I have a feeling youāre interested in whatās behind door number 2.
Option 2: This is the fastest and easiest way to double your income and control your financial future. – setting up the shortcut, which everyone wants.
Simply pick up one of my best selling persuasion courses for 85% off today. – clear offer
Use the sales skills you learn and start getting clients and flooding your bank account with more money per month than most people make in a year. – speaking to aspirations of the prospect
This is the exact same sales training I teach to billion dollar corporations like Ford, Barclays, and P&Gā¦ – social proof
And youāre getting it all for pennies. – price anchoring
Because like I said in my last email, life has been good to me. And I want to give back.
The truth is, thereās only ONE skill you need to have to :
An overflowing bank account and true freedomā¦
And have the ability to control every interaction and steer it the direction you choose…
That skill is sales. – again, preaching money, freedom, control. The 3 things JBs audience wants. This is the holy grail for them.
And as the #1 sales trainer in the world, thereās no better place to learn the latest in persuasion science, than through one of my courses.
All you need to do is click the link below now while thereās still time… – Clear CTA with massive urgency
Click here to get all of my best selling sales courses at 85% off!
JB
PUT TESTIMONIALS OF STUDENTS BELOW HERE, THE MORE THE BETTER – more social proof
Click here to get all of my best selling sales courses at 85% off! – clear CTA
Peter’s thoughts:
A great final email. It is essentially a mash up of the previous emails, as it should be. The wining element here is the crossroads close, which does a good job of painting two futures. A hard one, and an easy one. Humans always gravitate towards easy. And this email crushes sales in the end.
Email 10 (Opens: 2.9%; Clicks: 126)
Date: 11/29/22
FN: JBās Tech team – new From name
SL: Iām sorry š – a weird subject line post sale, which is supposed to get the open (unfortunately this got flagged as spam)
[NAME]
I need to apologizeā¦
Last night, hundreds of ambitious people like yourself stormed online to seize the opportunity to pick up one of my best selling persuasion courses for 85% offā¦
I canāt wait to see their transformation and how much money they are about to make in their new jobs!
Now, some people werenāt able to get it on saleā¦
And not because they were lateā¦
But because our servers couldnāt handle all the traffic and crashed. – This whole email is set up as an excuse to email them one more time about the sale without being pushy.
Which is your luck because Iām extending the 85% off sale for one more day.
So YOU still have an opportunity to grab one of my courses and upgrade your persuasion skills to bend the world to your will and flood your bank account. – future pacing, speaking to the aspirations.
This will NEVER happen again, so if you were on the fence last nightā¦
Consider this your second and last chance to upgrade your persuasion skills and hit the ground running from day oneā¦
And if you didnāt grab a course, this is your one and final chance. – Scarcity
Will you be an action taker and take whatās yours? – Creating a war against society. us vs them. Rich vs poor. King vs peasant.
Or will you be a wallflower, resigned to a life of mediocrity.
Click the link below and make your decision.
Click here to get all of my best selling sales courses at 85% off!
– JB
PUT TESTIMONIALS OF STUDENTS BELOW HERE, THE MORE THE BETTER
Click here to get all of my best selling sales courses at 85% off!
Sent from iPhone
Peter’s thoughts:
So the open rate was horrendous on this email. My thinking is that it got flagged as spam for whatever reason. Still it’s a great, post sale email to get the final stragglers through. Plus because it’s “sent from iPhone” it seems a lot more personal and tailored. Again all the persuasion elements are in there. And the from name and subject line match up beautifully with the theme of the email.
The ONE thing I would improve for BFCM 2023
In general the strategy was great. The copy excellent. And the promo solid. However I would change one thing.
The way the offer was structured.
See JBs team had an 85% off flat fee.
Would I would’ve done different is have a tiered sale.
Ezra talks a lot about this, and this is exactly what we did with Pup Labs BFCM promotion this year (a breakdown for another time).
But instead of having 85% off flat, I would run it like this:
50% off when you spend $100
65% off when you spend $150
70% off when you spend $200
75% off when you spend $250
85% off when you spend $300+
The benefit here, is it forces customers to purchase more to receive a bigger discount. Which in turn, maximizes AOV, EPC, and profits.
With this strategy, we could’ve probably added an extra 50k to the bottom line. We’ll find out next BFCM š.
Pour Conclure
Working with celebrities is cool. And their brand can help make up for lack lustre marketing power or brand hygiene (like not emailing your list for 2 years). In this case it, helped with both.
Overall we generated 10k/email over 4 days, from a dead list, of mostly leads. That’s 106k collected on 8887 clicks and an outstanding EPC of $12.
This is only possible because of:
1) a dope brand
2) world class email marketing strategy (and copy)
3) a good offer
The weaker you are in one category, the stronger you need to be In the other to maximize profits.
This is why you can have DR offers with 0 brand pump cash. They have world class copy and a good offer.
And it’s also why you can have amazing brands get away with very sub par copy and an okay offer.
Thus the profit maximization formula is this:
Leverage what you have, and maximize what you don’t.
PT