Brian Speronello’s Copy Portfolio
Note: My clients may have updated their copy since working with me. So where possible, I provide links to a cached version of the page with my copy on it. These cached pages may take longer to load, though. Apologies for any delay.
Kion Aminos Sales Letter
This sales letter for Kion Aminos is converting at nearly double the goal they had for the project.
Kion is a supplement brand co-founded by New York Times bestselling author Ben Greenfield. And they’ve had tremendous success marketing to an audience of athletes, biohackers, and other people focused on optimizing human performance.
But with this sales letter, Kion was looking to expand their market. They wanted to target a broader demographic, which would allow them to leverage new marketing channels and reach a wider audience.
And now, with a conversion rate that is nearly double the goal they had for this project, they are starting to scale this offer on cold traffic.
KetoCustomPlan Sales Letter
This sales letter for KetoCustomPlan beat their control and boosted their AOV by almost 20% — which will generate multiple six figures per year in increased sales.
It also proves that long copy still works in the age of social media and “shorter attention spans.”
People come to this sales page after they take a Keto diet quiz. The quiz promises to give them their Keto diet nutrition targets.
Now you might think anyone who takes the time to finish a Keto diet quiz already believes in the benefits of the Keto diet. And therefore explaining the benefits of the Keto diet on the sales page would be a waste of time.
But when we tested shorter versions of the page that removed these sections, they did much worse. In fact, the longest page — by over 1,000 words — drove the highest AOV and the most revenue per visit.
Product & Landing Pages
The Ready State Virtual Mobility Coach Landing Page
This landing page for The Ready State’s Virtual Mobility Coach membership generated almost half a million dollars in annual recurring revenue during their launch.
Most of the traffic for the launch came from their internal audience. So I started with a short note from Dr. Kelly Starrett — the physical therapist behind the program. The goal was to build up an undeniable level of proof and credibility that would make the reader eager to proceed with their free trial.
Then throughout the rest of the page, I continued to layer in proof elements in the form of testimonials from both world-class and everyday athletes.
Amerisleep Mattress Product Display Page
This product display page for Amerisleep mattresses beat their control and increased the conversion rate by almost 14%.
First, most people are hesitant to spend $1,000 or more on a mattress without getting to touch it first. So I knew we’d need a lot of proof elements to get them to make a commitment like that. Which is why I added plenty of featured reviews for social proof throughout the page. And to overcome last-minute resistance, I also used a form of loss aversion by highlighting the consequences of not buying.
You can find out more about the results of the project and the copywriting tactics I used in this comprehensive case study I wrote for Growth Rock — the A/B testing agency I partnered with on this project.
Kion Aminos Affiliate Email
This affiliate email is one of several versions for this offer delivering up to double-digit click-through rates.
This email sends traffic to the Kion Aminos sales letter I shared earlier in my portfolio. And it uses a contrarian angle to grab attention.
The audience for this email has seen countless promotions for collagen. So by taking the opposite approach — and telling people not to use collagen — it serves as a pattern-interrupt and gets the reader to pay attention.
But being contrarian alone is not enough to get the reader to click.
That’s why I quickly provide layers of proof to add credibility to the contrarian point of view. And then I finish with curiosity elements to get the reader to click.
Organifi Complete Protein Affiliate Email
This affiliate email for Organifi Complete Protein went out during the beginning of the COVID-19 pandemic and delivered a nearly double-digit click-through rate.
Emotional stories are arguably the best way to capture a reader’s attention. That’s why I started this email with an emotional story about a factory worker who loses his job in the middle of the pandemic. (Plus this story also connects to a secondary benefit later in the copy.)
The first part of the email — including the story — hints at the possibility that there could be a food shortage. But without using over-the-top scare tactics (since that’s not the kind of brand Organifi wants to be).
The email closes with an uplifting messages that Organifi Complete Protein can help feed you and your family, and also come out of the pandemic healthier than before. Plus ordering from Organifi will help more than 100 “front-line troops” of our economy keep their jobs — which ties back to the story that opened the email.
That way, the reader feels like they’re doing something good for themselves and for others by placing an order.