Control Breakdown: The Venus Factor

The following post is a breakdown of the control VSL script for the Venus Factor.

In case you didn't know, the VENUS FACTOR is one of the highest performing weight loss products on clickbank.

From www.venusfactor.com
Here's a screenshot of the sales page...


Headline: WEIGHT LOSS SYSTEM FOR WOMEN
Subhead: Real Results...for Everyday Women

[1]The VENUS FACTOR is a diet and exercise program that is designed to work with the female metabolism, in order to help your body to burn more calories, and help optimize and support the release of effectiveness of the hormone LEPTIN, which has been related to weight loss.

[2]The Venus Factor has nothing to do with supplements, pills, powders, or potions.

[3]The Venus Factor is a super easy to follow, systematic nutrition and workout plan that provides women with custom nutritional software designed to help your body maximize its fat loss by strategically restricting calories at times.
And incorporating foods that helps support leptin release and sensitivity.

[4]Along with a custom nutritional software designed to help improve weight loss, the VENUS FACTOR also comes with 143 video coaching lessons designed to teach you proper form and walk you through how and when to execute each unique exercise that is part of this program.

[5]The Venus Program is NOT a magic weight loss answer.
Or this weeks celebrity fad diet,
But is only for women who are ready to put down the gimmick answers in order to follow a step by step diet and exercise program consistently and ultimately adopt a healthier lifestyle.

[6]Have the complete physical collection of the VENUS FACTOR sent right to your doorstep.
PLUS gain access to the completely green, digital version of the VENUS FACTOR that is immediately accessible and compatible with any smartphone, tablet, or computer so that you can begin experiencing all of the venus factors amazing benefits literally just seconds from now.

[7]All for just $37 dollars plus shipping and handling when you take advantage of this limited time offer.

[8]The Venus Factor comes with a 100% moneyback guarantee for 60 full days from your original purchase. Meaning that if you’re not satisfied for any reason within 60 days of your purchase, you may receive a full, no questions asked refund by sending us an email request or calling our toll-free number.

[9]Also, with your purchase today, you’ll be able to access our customer community called VENUS IMMERSION. IMMERSION is a community of thousands of REAL WOMEN that are either starting their own transformations, or have been where you are RIGHT NOW.
The customer community consists of like minded women that are there to answer your questions. And share support with you during every step of your transformation.

[10]It’s also a community where we’re currently able to help women individually, give coaching calls, and much, much more.
We NEVER want you to feel alone during your program.
With VENUS IMMERSION, amazing friendships blossom every week. And in case you’re interested, the girls organize fun Venus vacations for anyone who wants to meet up which is always a good time.

[11]We mean it when we say we’re all here to SUPPORT YOU every step of the way.
You can get access to the entire VENUS FACTOR SYSTEM including our Venus immersion customer community by clicking the add to cart button below to get started.

[12]I hope to see you on the other side.
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Ok so on first glance this doesn't seem like it would be a blockbuster of a video sales letter.

Let's see what it's missing...

A Compelling story.
A plausible reason for their scarcity.
Price justification.

Now let's get into the breakdown.

On the page itself is a picture of the body of a toned athletic looking woman. Since the health and fitness market is literally separated between "health" and "fitness", it's clear this is this market wants to get in much better shape for vanity reasons, not health. (Big difference).

The headline is a call out exactly what this is all about and who it's for. There's nothing crazy about this headline like "Discover the 7 secrets to losing weight extremely fast!" This is probably because this market is sick of that type of ads.

The subhead adds to the headline: real results for everyday women.
(Anyone can do this).

The very first paragraph calls out exactly what this program is, who it's for, and more importantly, the unique mechanism.

The mechanism in this product is different from any others because it helps you burn fat by optimizing the release of the hormone Leptin which supports weight loss.

The next paragraph goes right into what this product is not: It's not a supplement, pill, powder, or potion.

This is kind of "cute" copy but it's important to acknowledge skepticism plus show this is something new. Very important in this niche as most buyers have heard and tried everything before.

Paragraph 3 tells you the features of exactly what this is, while also hinting towards a magic bullet-ish solution. "It's a super easy to follow systematic food and workout plan. It strategically limits calories."

Paragraph 4 is the closest to price justification they get into. It's telling us there's custom nutritional software plus 143 coaching lessons to teach you proper form. Really this is just more features.

Paragraph 5 again gets into the what this product is not followed by who this is for.
This formula is very common and particularly effective: What this is not followed by Who this is for.

Also this sentence is aligning the woman who is most likely watching this's core value with buying this product. "Ultimately for people who want to adopt a healthier lifestyle"... Because literally everyone can agree with this statement, they will be more inclined to buy.

Paragraph 6 is the offer, plus it's addressing a few questions/objections.
Is this a physical product? Yes. Why digital? Because it's green. Will it work on my tablet/phone/computer? Yes...with the benefit you can experience all this good stuff only minutes from now.

Paragraph 7 is the big price reveal. They get all this stuff when they bucks plus Shipping and handling "when you take advantage of this limited offer"...This part stood out to me as the biggest room for improvement in the whole thing. WHY is it a limited offer?

Paragraph 8 is standard risk reversal, however they chose to go for 60 days instead of 30 day moneyback guarantee. This might be the real reason this product is kicking ass right now. Pretty standard copy, no questions asked refunds just email or call us toll free.

Paragraph 9 and 10 is the classic "But wait, there's more!" moment. This is the bonus reveal. In this case, it's a community they have created for "like minded individuals"...This is really pushing women off the edge, they will have support, fun, amazing friendships, even vacations with each other (With their new hawt bods, i'd assume).

It really helps to know your audience here. My educated guess is that women are more interested in the support and friendship angle than a lot of other markets. That's what makes this bonus particularly effective.

Of course, everyone feels the need to belong so this can be effective in other niches too.

Paragraph 11 is the quick sum up and call to action. You get everything mentioned by just clicking add to cart.

Paragraph 12 = sign off.

Let's turn this into a formula, shall we?

1) Introduction: Here's what this is, here's who it's for, here's how it works (unique mechanism).
2) What this isn't- Address skepticism with "newness".
3) Describe what's in it...the features of the actual product.
4) What this isn't, who is it for? (using a somewhat sneaky psychology trick to make sure "who it's for" is everyone).
5) Benefits, Answering Objections and Questions
6) Reveal Price
7) Limitation
8) Generous Guarantee
9) Bonuses with benefits
10) Quick Summary plus call to action and sign off

I hope you got something out of this control breakdown. It really showed me how you don't need to have a crazy story to sell. It broke a lot of copywriting rules yet still it's probably selling $100,000 worth of products a day.

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