I created the web site, including all direct response sales copy and graphical elements, for the brain health-focused web site TheAgelessBrain.com

Prior to being asked to work on this project I was asked to create a membership-based brain health program for the client, which I did. It eventually came to be known as Ageless Brain.

The primary goal of the current project was to create a sales letter for this product.

Ordinarily I would need to spend a good deal of time figuring out just what it is the product can do for those who purchase it. But in this case I was the product creator, so I had already done the research.

The secondary goal was to create a web site to house the sales letter.

My job was to create the web site and write the sales letter which appears on it. I completed both these tasks.

Confession. I do not enjoy working with Wordpress. However sometimes it allows for the creation of certain design elements which clients really like. In this case it was the fancy graphical elements which appear at the top of the sales page.

So we used, I believe, the Wordpress theme Avada, to implement this styling on this site. Avada is not easy to work with. But the end result, I will concede, is pleasing on the eye.

The back end of this project is a WishList membership program which I also set up and populated with the content for this product.

The membership program integrates with Aweber which is used to deliver follow up messages to pace the customer as they receive the training over a period of 6 months.

I believe initially I set this up as a ClickBank product. However, ClickBank can be very difficult to work with when it comes to health-related offers, and eventually we ended up using Paypal for the order processing.

Brain health is a hard sell. People tend to ignore the health of their brain, often until the point where it is too late to do anything about it.

For this reason it is very difficult to get them to pay attention to brain health messaging, and so with this sales letter I was cognizant of the need to make the topic as interesting as possible by alluding to historical figures and maximizing the liveliness of the copy.

I also decided that telling the story of the brain health struggles of the client's mother was one way to convey the awful reality of the topic while getting across the need to take action years, even decades, before the damage becomes apparent (at which point there's not too much you can do to "wind back the clock").

To further propel the reader forward I promised at the beginning of the letter to reveal the "sole impediment" to maintaining an ageless brain, as well as deliver 3 key insights about how to mitigate against that impediment.

This an approach I learned from studying the health copy strategies of Kim Krause Schwalm, one of the most well-known health copywriters.

In terms of depth of coverage of the topic and the specifics of the offer, I would say this sales letter is on the side of being extensive. In other words, it was not easy to write.