Back in February of 2008, I was watching Eben Pagan’s Altitude DVDs. I originally had tons of notes on my personal blog, but decided to delete them and put everything right here.

These are some of my best take-aways from one week:

1. Use “If-then” statements in copy more often. Eben mentioned this in the DVDs, and Ray Edwards mentioned it at Idea Incubator.

(i.e. “If you need to lose weight, then this letter might be the most important letter you’ve ever read.”

This is great because it pre-qualifies people and makes them think, “Yes! She’s talking to ME!”

2. Must-must-must upsell and cross-sell more!

3. There’s always an alternate currency… it’s what you’re really selling to the customer. For example, if someone wanted to lose 100 pounds, what would it be worth to them? If $1000… would 10 pounds be worth $100?

If you can help someone lose 50 pounds (worth $500), what can you charge to make the deal a no-brainer? $300?

Another example would be for art. Evan, one of the people who was in my mastermind, is an artist. His currency is either the experience that people get when they look at his art… or the reactions of others (he’s going to be talking to more people to find out how they feel.)

You’re supposed to create a currency that appeals to pain and urgency, the irrational passion that your customer is experiencing, etc.

4. People don’t want to be told what the answers are - they want to feel as if they’ve discovered them themselves. Make people think they came to the conclusions on their own.

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