www.imarketing.

courses

So in an attempt to
nd some entertaining way
to start this issue, I asked
ChatGPT: “In 50 words or
less, what are some ways to
keep making sales of a
product after a deadline
where you raise the price?”
Its rst answer was… “Offer
time-limite d extensions”.
LIKE CHATGPT ARE YOU
KIDDING ME. YOUR FIRST
IDEA IS TO JUST…EXTEND
T H E D E A D L I N E ? ! ? We l l
folks…if you, like ChatGPT
(and most marketers), don’t
know how to keep selling
after a deadline without, uh,
“magically” extending said
deadline…you are in for a
TREAT today. Because this
month I am showing you
EVERY trick I know for…

How To Make People

Buy Even AFTER
They’ve Missed The
Deadline!
• * From: The Mad Copywriting Lab of Daniel Throssell
• * Location: Somewhere On The Isle of Australia
Copyland
• * Date: APRIL 2023

Let me kick o this month’s Adventure by

asking you the following ques on…

Why don’t customers buy

a er a sales deadline ends?

I know, it sounds obvious.

But really, think about it:

If you’ve ever run a promo on with a

deadline…

You will see sales spike like crazy before

the deadline … and drop to almost zero
a er it.

But given that the product is almost

always s ll worth its price a er the
promo on (I mean, nobody is so stupid as
to raise their price to a level that nobody
will ever pay again)…

WHY does that happen?

Here’s my take … from

Adventure #2 last year:

There is a very real ‘price anchoring’

e ect that happens when a promo on
expires.

And if ready-to-buy stragglers click

through to the order form a er the
deadline, and see the amazing o er
they wanted completely GONE and
replaced by the regular evergreen
o er…

They will just

click away!

A er all … they have no incen ve to

buy.

And thanks to price anchoring, your

‘regular’ price on the o er actually now
looks MORE expensive than usual —
since they are anchoring it against the
special o er which just expired.

In other words…

It is basically
“reverse price anchoring”.

Even if you end a 50% o sale and revert

to your regular, fair price … it now
LOOKS twice as expensive.

And accordingly, sales generally fall o a

cli a er such a promo on.

But since there are almost always people

who missed your deadline and forgot to
buy, but s ll want to buy…

Is there any way to s ll encourage those

people to buy, without extending the
deadline?

Answer:

Yes!

In fact, there are several.

And this is precisely what this issue of

Adventures in Copyland is all about.

Today I’m going to show you seven

techniques for counterac ng “reverse
price anchoring” … and con nuing to
make sales of a product a er a deadline
where you raise the price.

Some are long-term and strategic.

Others are highly tac cal and work very

quickly.

But all of them work to help you con nue

making sales WITHOUT any of the dodgy
business with deadlines, extensions, fake
technical issues, etc. that most
copywriters resort to.

I can a ribute nearly $10,000 in post-

deadline sales in the past year alone in
my own business to the use of these
tac cs.

And I believe they can also work for you,

too!

So let’s get straight into it — and we’ll

start with perhaps the juiciest and most
e ec ve…

Tac c #1:
Don’t End In
The Steady State
This is a tac c I am surprised I have never
seen anyone else using … because it’s so
simple and yet so e ec ve.

All you do is this:

When the deadline on your

special o er ends … you
change it to something not as
good as the special o er … but
s ll be er than the regular,
‘steady state’ o er.

This way, you are distrac ng people from

the bad price anchoring they feel from
seeing the o er is over … by showing
them that they’re s ll ge ng a be er
deal than everyone else.

Here’s a real example:

When I rst launched my course Upwork

in One Hour, I o ered it at a special
launch price of $75 — a 50% saving on
the ‘usual’ price of $150 (which I’ve since
raised to $200).

To get that discount, people had to enter

a coupon code I gave them.

But when the launch deadline passed, I

didn’t disable that coupon…

I simply changed it from a 50%

discount to a 10% discount,
and le it ac ve!

That way, anyone clicking on the link

a er the deadline was not ge ng the
original deal, which I had promised to end
… but I was ‘consoling’ them with that
li le secret extra bonus.

And many mes … that li le consola on

is enough to overcome the
disappointment of missing out, and
encourage someone to s ll go ahead and
buy.

Here is another example, from

Adventure #2, showing how I
used this in an a liate promo
for Copy Chief last year:

For my Copy Chief promo, I o ered the

base Copy Chief deal — which was a
$608 discount on Copy Chief
membership — PLUS a six-bonus stack
of my own, if you bought before Friday
6pm.

However, even though I said my bonus

stack would expire on Friday, the Copy
Chief discount didn't actually expire ll
the next Monday.

So what did I do?

A er 6pm on Friday, when the

deadline on my o er expired…

I simply removed
ONE of my bonuses!

In this way, I completely honoured my

promise that the deal was only valid
un l 6pm Friday.

However, this meant my o er s ll

appealed to stragglers who might have
missed my original deadline, rather
than turning them away.

Were there many of them?

Did this actually work to boost sales?

You bet it did, 'cause…

I boosted sales
an extra 25%!

Had I simply cut o my o er at 6pm on

Friday — instead of running a
‘reduced’ (but s ll be er-than-usual)
o er ll Monday — I would NOT have
made most (any?) of these sales.

Basically, when the deadline on my

‘special o er’ (six free bonuses) expired, I
did NOT remove all six … but con nued
to o er a FIVE bonus stack. And a
whopping 25% of my sales for the o er
came a er I’d done this!

Yet one more example:

A couple of months ago I ran a classi ed

ad to Ben Se le’s email list that I called
the…

“Ben-anza
Bonus Giveaway”

This included something like 6 or 7

bonuses (I forget) that Ben Se le
subscribers would get if they signed up to
my list within 24 hours.

(I did tell my own list ahead of me that I

would be doing this, and gave them the
chance to opt in to Ben’s list and see the
ad, so it was all above board)

Yet when the 24-hour deadline passed, I

didn’t just switch the whole thing o and
go to my ‘steady state’ o er of “join my
email list to get my emails”…

I le the “Ben-anza” page live

s ll with ONE bonus as an
incen ve to opt in.

As you can see…

Just how good a deal you con nue to

o er a er the deadline is very exible.

I’ve done it with keeping ve out of six

bonuses … and I’ve done it with just one.

The point is that you do not “end in the

steady state” … but con nue to make a
slightly be er o er than people would
nd elsewhere, to o set the price
anchoring e ect.

It’s also up to you how long you con nue

to o er these ‘stepped down’ deals for.

What I like to do is make my ‘special

o ers’ during a sale/campaign via a
dedicated link or coupon code … and
then a er the deadline passes, set that
link/coupon code to re ect my new
‘stepped down’ price, and leave it there
for a while, but ONLY for people who
land via that par cular link/coupon code.
That way I am not compromising my
prices for all customers, and the special
o er is limited to people who were there
for the original promo on.

This is a ni y, simple, and rather e ec ve

way to keep making sales even a er a
deadline.

But what if you can’t extend your o er —

even in a reduced form — a er the
deadline ends?

You can try this related tac c…

Tac c #2:
Make An Auxiliary
Special O er
Anyone who clicks on your ‘buy’ link a er
the deadline is s ll at least semi-
interested in buying something from you.

So if you can’t make a reduced version of

your special o er, another way to ‘tap
into’ this demand is to…

Create ANOTHER special o er

for people who click a er the
deadline!

Unlike the previous tac c, I have to credit

Ben Se le for teaching me this trick …
because I’ve seen him doing it.

It really is as simple as taking a

completely di erent product … and
redirec ng your o er link to a page that
says something like:

“The original o er has now expired.

However, if you are s ll interested in
<topic>, for the next 48 hours only, I am
o ering a special $XX discount on
<product>. Simply go here to claim it…”

(I would write something be er than

that, of course, but it should be very
speci c and tailored to whatever o er
you make.)

Now, this tac c likely isn’t going to blow

the doors o … but you might scoop up a
few extra sales you wouldn’t otherwise
have made. Remember, you have a semi-
interested buyer in discount-hun ng
mode — it’s smart to take advantage of
that when you can!

Tac c #3:
Tie Your Special O er
To A Strong Narra ve
This one is admi edly not so ‘tac cal’.

However…

One of the best ways to

counteract the e ects of post-
sale price-anchoring is to give
your sale a good narra ve.

What do I mean by a ‘narra ve’?

This is a concept I go deeper into in

Campaign Conqueror…

But to give a very basic version … you can

think of a narra ve as the story you tell
to answer “why am I making this o er, at
this price, at this me?”.

A very simple (and powerful) example is

going to a grocery store just before
closing me … and seeing perishables like
bread, milk etc. marked down to half
price.

There’s a very simple narra ve there:

“If you don’t buy today, we

can’t sell it — so we have to
mark it down to sell NOW!”

And so you wouldn’t come into the store

the next day and refuse to pay full price
for some freshly-baked bread — since it
obviously doesn’t need to be sold
urgently.

Of course, this is about as basic an

example as I can give of ‘narra ve’. In
most contexts it’s more sophis cated. (I
go into more depth in Campaign
Conqueror.)

But the point is, if you can give a

convincing reason why you made your
o er for that par cular (limited) me,
people don’t feel like they are paying an
unfair price when the ‘special o er’ ends.

You actually won’t see me doing this

much because I don’t put things ‘on sale’
anymore. But the last me I did it —
when I discounted my products for
anyone who bought while my app was
down — there was a clear narra ve to
that (“my app is down, and anyone who
buys now can’t actually access what they
buy, so I am slightly reducing prices un l it
is xed”). So because the discount was
ed to a strong narra ve, nobody
stopped buying when, a er my app came
back online, prices went back up to
normal.

The point is this:

Whenever you are selling something that

is going to be more expensive later, you
need to focus not only on making sales
NOW, when the product is cheap — that
is the easy part — but on how you will
make sales at the higher price point later.
A er all, some of your poten al future
customers will be watching, even if they
don’t buy NOW. So you want to leave
those people with a mental narra ve
they can tell themselves, even if they
miss out on this deal, for why it was
actually be er than it should be, and the
higher price is actually s ll a really fair
one.

In fact, in many ways that is the core idea

underlying this next tac c…

Tac c #4:
Phased Value
Messaging
This is another tac c I o en use to
mi gate the e ects of the “reverse price
anchor” on post-sale buyers.

(I think I came up with it, too … I've never

seen anyone doing it. And I certainly
came up with the name. Come to think of
it … maybe it's me to call it another
“Throssell” thing 🤪 Now introducing …
THROSSELL PHASED VALUE
MESSAGING!!!)

…erm, anyway.

Throssell Phased Value Messaging works

like this:

Start your promo on by

making a big deal of the
discounted price … then as
you get closer to the deadline
… “phase out” this messaging,
and pivot to establishing why
the full price is such a good
deal.

This works best if you are selling a

product that actually will be sold at its
full price for most of the me, and so you
don’t want that price to seem ‘expensive’
compared to the discounted price.

Let me give you a few examples, so you

can see what I mean.

First up:

Black Friday 2021.

(Oh, come on. Stop rolling your eyes. I’m

gonna be talking about that one ll
kingdom come 🤪)

As you probably know … in that

campaign, I o ered an epic bundle of all
my courses for less than $1,000.

I want to show you the di erence in

messaging I used between the start and
end of the campaign.

This is an excerpt from the

FIRST email that announced
my o er, at the start of the
sale (look at the emphasis on
the discount):

And now …

Allow me to introduce MY Black Friday

deal …

And you will see why I have been

warning you not to spend those precious
li le dollars on anyone else’s o er.

Because un l Monday (the next 4 days)

…

For the low price of just

$994 …

I o er you EVERYTHING
Ma is selling in his bundle
(sans his book/seminar
bonuses 🥱)…

PLUS …

EVERY

SINGLE

FREAKING

DANIEL

THROSSELL

COPYWRITING

COURSE

IN

EXISTENCE.

Did that sink in?

EVERY ONE OF MY COURSES.

FOR UNDER $1K.

THE EMAIL COPYWRITING

COMPENDIUM ($101).

UPWORK IN ONE HOUR ($200).

EMAIL CELEBRITY ($1,000).

THE INBOX DETONATOR BUNKER

($1,000).

EVEN MARKET DETECTIVE ($1,500).

ALL. FOR. UNDER. ONE. THOUSAND.

DOLLARS.

And in terms of the pure, raw, real-world

results they will give you…

My courses are worth a

THOUSAND mes more
than a bunch of old dusty
seminars … or even the rest
of this en re BUNDLE.
And you get them ALL …

… for LESS THAN THE PRICE OF ONE

OF THEM.

What’s more …

If you even needed more …

This is the
LAST DISCOUNT SALE
I WILL EVER RUN.
I will NEVER be discoun ng my products
again.

This is not a gimmick. And it’s not a trick.

…oof!

I can s ll FEEL the FOMO oozing out of

that copy.

Is it any wonder I did so well with this

promo? 🤪

(oops how did THAT picture get there)

As you can see — I focused HARD on the

discount, and how cheap the o er was
compared to the full price.

But I didn’t want to do that forever …

because ul mately, I wanted to keep
selling these courses at their FULL prices,
which were WAY more expensive than
this deal!

So towards the end of the sale…

I deliberately changed my tone, and

focused instead on establishing the FULL
value of the courses even a er the sale
had ended.

Here is the lead of an email I

sent at the END of the sale,
less than 3 hours before the
nal deadline (this me note
how I established the courses’
FULL value):

This is the 2nd-last email I will write

about my “Last Ever Sale” which ends in
under 3 hours from when I send this.

If you’ve already bought, you can skip

this.

If you’ve decided not to buy from me,

you can skip this.

This email is for those people who aren’t

sure about whether to buy … and are
si ng there, thinking, “holy smokes, this
is the most money I’ve ever spent on
something”.

Look:

I understand where you’re at.

Over the course of my career I’ve

watched countless course launches
come and go.

I’ve spent $50k+ on my copywri ng

educa on … and that involved a LOT of
last-minute purchases.

So I get the feeling.

Let me play my hand rst:

THIS OFFER IS NOT

A MAGIC BULLET.
It’s not going to solve all your problems.

It’s not going to make you rich quickly.

It’s not going to show you how to get

your rst paying client this week (well,
probably, though some people have
done it with Upwork in One Hour, but
that’s de nitely rare).

It’s not going to make you a be er

copywriter the moment you buy.

In fact, there’s a million reasons NOT to

buy it.

The only reason is if you WERE going to

buy my courses … and you were sure of
that … and you just wanted to lock in a
few grand in savings.

But do you know what?

A few grand is NOTHING.

If you were going to make a career out of

copywri ng, I would hope that you could
make that every single month, over and
over, for years on end.

So when it comes down to it …

Skipping this o er, and saving up to buy

these courses at full price, is not a bad
deal.

And to be honest?

I think it’s BETTER

that way.
People love discount sales. So do I. It’s
natural.

But my honest belief is that people get

MORE value when they save up for
something … pay full price for it … and
then squeeze every last drop of value out
of it.

If anything, those people who are ge ng

it all at once tonight are going to nd it
HARDER to do that once the sugar hit
wears o and the overwhelm kicks in.

I hope they use it all. But it’s way harder

than someone who saved up for each
one individually.

And like I said earlier today …

Training only accounts for about 20% of

your success.

Another 30% or so is your hard work and

prac ce.

And the nal 50% is pure luck. Or God.

Whatever you want. I’ll go with God,
because #SDG. But up to you.

The point is:

If you can’t a ord this, please don’t buy

it.

If you haven’t done any work yet to

become a copywriter, please don’t buy it.

I hope you know me well enough by now

to know I care for you as a copywriter …
as a reader … as a customer … and as a
person.

And while I sell hard … I only want the

best for you.

So please don’t let a deadline take

control of your brain and push you into a
purchase you shouldn’t make.

Did you catch what I did there?

It’s a bit subtle, but remember what I said

before:

If you want to avoid people not buying

a er the deadline because they feel they
missed out on a great deal…

You must leave people with a

jus ca on they can give
themselves later for buying at
full price.

There has to be a story they can tell

themselves, even a er the deadline and
discount have passed, to explain why it’s
s ll worth paying for it, even at full price.

This is what I was doing in this email.

(In fact, some mes the danger is that you

overdo it, and make them say “oh well,
might as well not buy now!” — but that’s
a topic for another me!)

Here’s another example from

an email late in my launch for
$10,000/Hour Upsell Secrets:

Non-subscribers can have a (slightly

smaller) discount too — un l midnight
Eastern me tonight.

But that will be expiring in a li le over

four hours from now.

Either way, you de nitely do not NEED a

discount to get your money’s worth
from this course. It is literally designed
to make you money as soon as tonight,
depending on how quickly you go and
implement what I teach you. And not just
a li le bit of money, but poten ally a
LOT of money, if you do it right. (I didn't
put "$10,000" in the tle for nothing … I
have made wayyyyy more than that from
doing what I show you in this course.)

Now, this one is quite short, and in this

case I am relying on the fact that I have
extreme trust with my email list — I can
literally say “this is a good course” and my
best buyers will nod and repeat “THIS IS
A GOOD COURSE” and mindlessly pull
out their credit cards. If I weren't in that
situa on, I would argue the case a bit
more, and play more on the idea of how
“one single extra well-designed upsell could
pay for this course many mes over”.

But the point is the same — at the end of

the sale, I work harder on establishing
the no on that the course will s ll be
worth its full price, ongoing.

And one more example:

These are two excerpts from

emails I sent just this week, for
Kim Schwalm’s Supplement
Copy Boot Camp…

In fact, know this:

I will probably promote this

o er in future when Kim
turns the recordings into a
$1,000 product.
Because I am never going to o er
anything like this myself … yet I believe it
is extremely valuable and useful for any
copywriter who wants to add
‘supplement copywri ng’ to their skillset.

So it perfectly complements my exis ng

suite of products.

The only di erence is…

A er 1pm EST,
it will cost twice as much as
it does now.
For exactly the same info.

And guess what?

Even at $1,000 or more…

I will STILL be selling it hard

— and calling it a bargain —
at that price.
What excites me so much is that it’s not
just a generic “copywri ng training” …
but something FAR more valuable:

A niche-speci c training from one of the

world’s top copywriters in that niche.

In case it was not clear:

IT IS VERY, VERY RARE TO FIND THAT

KIND OF THING.

Most copywri ng courses are full of

GENERIC copywri ng advice, meant to
apply to any niche.

That is ne.

Heck, most of my courses — except

perhaps Email Celebrity — fall into that
basket too.

So I do not say there is anything

inherently wrong with generic
copywri ng courses, for most people.

But if you are in a speci c niche

(especially such a big, enduring and
lucra ve one as supplements)…

It is 10x more valuable to have an expert

in THAT niche show you the ropes of
that very niche, with all the niche-
speci c quirks, pi alls and tricks you can
use to get a massive advantage over your
compe on.

And that is exactly what Kim's new

Supplement Copy Boot Camp is for
supplement copywriters.

You are not ge ng the same old “27

headline templates” and “how to write
great bullets”…

But ACTUAL, SPECIFIC

‘insider info’
on things like:
• How to iden fy the ho est
nutrients to write for

• The best sales channels for selling

supplements

• How to avoid ge ng sued by the

FDA

• How to maximize supplement sales

even when you don't have a doctor
or other "guru"

• How to write supplement "li

emails"

• How to write the close on a

supplement sales le er

• Best kind of upsells for supplement

o ers

• How to increase AOV on

supplement orders

• And way more!

That kind of informa on is extremely

valuable to anyone who will ever work in
the supplement niche.

And for that reason, I actually suspect

this program will be easier to sell at
$1,000 or more.

(Frankly, if I were Kim, I would have

launched it at that price and then at least
doubled it from there. I am not kidding.)

So, yes…

I guess I AM
selling this hard.
Because I’m genuinely excited about it.

(Rule #52!)

And because I think this program is quite

underpriced … and should legi mately
cost several mes MORE than what it
does, so those who buy it take it
seriously, show up to all the calls, do the
work etc.

Again, I’ll be happy to sell this to you at

the full ~$1,000 it will cost a er
tomorrow (and remind you what a
bargain you are ge ng).

But if you’d like to get it at half that

price…

You s ll have un l 1pm EST to get in

here:

h ps://pers.page/kimbootcamp

Daniel Throssell

And then, again

a er the deadline:

Alas:

The deadline has passed.

The discount is gone.

And the program now costs $997.

(It does not start for another week, so

you can s ll get it at that bargain price
before it kicks o here: h ps://
pers.page/kimbootcamp)

And no:

I am NOT going to sell out my future

reputa on — or pressure Kim to sell out
hers — by asking her to extend the
original discount.

All I will say is this:

I am GLAD this
program now costs $997.
Because like I said in my last email — I
think $997 is a FAR more appropriate
price for this product.

And frankly, I will encourage Kim to

charge more for such a valuable,
specialised product.

If it were up to me, this would be at least

$2,000 — and I will seriously be asking
Kim in private to raise it to that price
before I promote it again.

(It’s not just more commissions/revenue

for me and Kim — though those are
always welcome — but that it will
genuinely make the informa on more
exclusive, and make those who buy it
more likely to revere it, consume it, study
it, implement it, and PROFIT from it. And
my goal is for you to PROFIT from
everything you buy from me.)

Anyway:

I will very likely be selling

this o er to you again, a er
Kim has nished this rst
round.
I truly believe it is an incredibly valuable,
specialised training for anyone who plans
to go near the supplement industry.

Yet when I do, please don’t be surprised

if I have succeeded in ge ng Kim to jack
up the price to $2,000 or more.

Moreover:

I am con dent that I will sell

just as much — if not much
MORE — of this product
when it costs $2,000.
Yes, even a er a high price rise, and a er
the deadline has ended.

Why?

Because I have very deliberately been

using a few techniques the last few days
to ensure that would be the case.

So even though this deadline mishap was

a genuine mistake on my part…

And I TRULY regret having missed doing

a ‘last reminder’ email…

My plan to make this product sell longer-

term has otherwise been very deliberate.

Because in 3 days…

I am launching my NEWEST issue of

Adventures in Copyland, tled:

Adventure #8:
How To Make People Buy
Even AFTER They’ve Missed
The Deadline!
And it contains ALL my various strategies
for con nuing to make sales even a er a
heavily discounted launch or sales
campaign, when usually NOBODY is
mo vated to buy.

I have used a few of my tricks in this

campaign…

Heh heh how meta is that 😎

Again…

This is ‘phased value

messaging’ in ac on.

I deliberately change the way I talk about

the value of the o er depending on
which ‘phase’ of the promo on I’m in …
and towards the end (or even a er the
deadline, as my second email!) I make
sure to establish why the product will s ll
be a great deal at its ongoing price.

(And btw — true to form, I actually DID

con nue to make sales of the o er at the
full (more than double) price, which only
went to show that these tac cs WORK!)

Before I leave this one alone, I will

address one objec on, which is:

“But why not do this from the

very start of the sale? Isn't it
just price-anchoring?”

And the answer is that no, it is not mere

price-anchoring; it is about genuinely
trying to convince people that the
special promo on discount was nothing
to get excited over, to counteract the
“reverse price anchor” you are facing.

If you START your sale by leaning into the

message that "you don't really need a
discount on this … people who buy at a
discount won’t even value it … in fact it’s
probably be er that you pay the higher
price point for various reasons” … it just
doesn’t work so well. The argument isn’t
suited for that emo onal phase of the
campaign.

Remember, the point of phased value

messaging is to encourage people who
do not end up buying before the deadline
to s ll pull the trigger later. It’s not really
about making more people buy before
the deadline, and in fact, some of its
messaging can be counterintui ve to that
goal if you do it too early.

(And if you s ll doubt me? Go back up

and read my closing email from the 2021
campaign again — ask yourself if that
email REALLY would have worked
anywhere other than 3 hours out from
the deadline. I rest my case.)

Moving on:

Tac c #5:
Be Tough On
Your Deadlines
This one might seem counterintui ve.

Because what I am saying here … is that

you should publicly make a big deal
about being hardcore about deadlines,
and saying NO to anyone who comes to
you a er the deadline asking to purchase
at the discounted price.

So … wouldn’t that decrease sales a er

the deadline?

In my experience, not so much, for

several reasons:

1. People who ask to buy a er a

deadline very rarely follow through if
you give them the chance. Most are
generally trying to make themselves
feel be er about not having taken
ac on, hoping you will say ‘no’, so
they can tell themselves that they
tried. (But if you s ll want to pander
to them … see my bonus p below.)

🎁 Bonus Tip 🎁

If you absolutely must give someone a

discount a er the deadline, because
you decide they did have a good
enough reason … always me-limit it.
A mistake I have made many mes is to
send someone a coupon code that
extends the discount … and they never
end up taking it, because there is now
no deadline. So what I do now (in the
very rare event I actually make an
excep on) is to create a me-limited
discount code, and tell them that it will
only extend the discount for a further
24 hours. In my experience, this gets a
WAY higher follow-through rate from
people.

2. On the other hand … legi mate,

would-be buyers who ask to buy a er
the deadline are doing so because
they believe there is at least some
possibility you might say yes. Yet if
they knew you were going to say no
… they would be far more likely to
just go ahead and buy the product
without even asking! I’ve bought
several things myself a few hours
a er missing a deadline — yet I knew
the seller was not one to give
extensions, so I just sucked it up and
bought at full price. As a seller, too,
almost every me I do a launch I get
sales a er the deadline — yet if I
weren’t so hardcore about keeping
deadlines, most of these people
would probably be hi ng me up for
discount extensions instead!

3. In the long term, keeping your word

about deadlines makes all your
FUTURE deadlines work be er.
Regularly disregarding or extending
your deadlines may scoop up some
short-term sales … but in the long
term, ALL your future deadlines lose
power and credibility as a result. And
since deadlines are the single most
e ec ve sales factor in a campaign,
this is a terrible mistake.

Again, this is counterintui ve.

Because it certainly will seem like you are

making more sales by allowing people to
sneak in past the deadline.

But un l you STOP doing that … you’ll

never know how many sales that
behaviour is actually secretly losing you.

Tac c #6:
The “Discount
Neuralyzer”
One more short, sweet, and simple way
to avoid the lingering price-anchor
e ects of a discount sale is…

The moment the sale is over…

act like the discount
never even existed!

It’s kind of like using one of those

neuralyzers from Men in Black on your
email list.

Of course, the point isn’t to make anyone

actually forget there was a discount.

However, the less you bring it up again —

with the ideal amount being never — the
less di cult and painful it will be for
people to accept paying the ‘new’ price.

What's more…

You will always have a surprisingly high

propor on of people who just didn’t see
the original promo on — maybe they
didn’t open any emails during that me,
or maybe they’ve joined your list since —
and thus have no idea your o er ever
cost less than it does now.

(Seriously, picture a list with a 25% email

open rate. Even assuming that there is a
bit of variance in the 25% who are
reading emails … that s ll means
something like two-thirds of your email
list may never have heard about your
promo on at all. Why would you remind
those people?)

And some of these people may open

your rst email a er the deadline … have
NO idea there was some special o er
they just missed … and buy it!

I don’t have any copy to show you for this

one … because it’s something I don’t do
rather than something I do.

But you will no ce that in most cases, I

just shut up about discount o ers and
don’t bring them up again.

(I might make excep ons when I am

wri ng about how I am denying people
the opportunity to buy a er the deadline.
But this is because the previous tac c I
taught you is so important.)

And nally, one more tac c that I use

regularly…

Tac c #7:
The “Rub It In
Their Face” Email
This is a special kind of email you send
a er a deadline has passed.

Yet its goal is not to make more sales of

the o er you just stopped promo ng …
but rather, to train people to buy similar
o ers in future.

It works on the principle that most of

your new buyers for an o er have
generally been considering it for some
me.

(Obviously, there are excep ons. Some

people join an email list and buy right
away; some o ers are totally new and
have never been seen before. But in
general it takes people me to buy — on
my own list we found that it took 102
emails before the average buyer bought
something.)

And if that’s the case…

Any me you nish promo ng an o er

that you ever plan to sell again in future
(such as a monthly con nuity o er, like
this newsle er, or even just a product
you plan to put on sale again)…

You have people on your list

who are reading now, who
didn’t buy it just then … but
who might s ll buy it in future.

(Remember — most of MY rst- me

buyers have probably seen an o er for
whatever they just bought dozens of
mes before buying it…)

So what you want to do now — while the

desire is s ll strong a er a promo on —
is to…

‘Trauma se’ Those People

About Not Buying!

I’m serious.

If you’re good at wri ng tantalising sales

copy, and you have a good o er…

Then during a promo on, you will be

ge ng feedback like this (this is a real
email I got when I was promo ng
Adventure #6):

“i can't really a ord to be a lifelong

subscriber yet, but your emails are killing
me :') you really get me staying up at night
thinking about pulling the trigger.”

i.e. they are in genuine torment about

buying.

Such fence-si ers either give in and buy

(this one above did) … or else they
mentally ‘hold out’ for your deadline —
because it will give them an excuse to
not buy, and thus a release from their
torment.

But when the deadline passes…

You must NOT

let their pain stop!

Oh, no.

You must be crueller than that.

Lovingly cruel, of course. But cruel.

The day a er your campaign is over, and

the non-buyers are sighing with relief,
glad that at least they can’t buy now…

YOU RUB IT IN
THEIR FACE!

The goal is to change their relief (which is

the normal buying emo on a er being
released from sales desire) into regret.

And the way you do THAT is…

By featuring tes monials from

people who have just bought
… and who are wri ng in to
tell you just how excited,
happy and delighted they are.

You might get some of this naturally.

But you can stack the odds in your favour

by:

1) Deliberately designing your products

so they leave people gushing a er
they rst open them (I plan to cover
this in a future issue of this
newsle er); and

2) Ac vely asking for feedback.

So some months, a er publishing one of

these issues, you might note I have
actually ASKED you what you thought of
it. And then I use those comments in my
“Rub It In Their Face” email.

Here are a couple of examples

of “Rub It In Their Face” emails
I’ve sent recently:

Subject: I told you so (16 Dec 2022)

A er reading my latest Adventures in

Copyland issue on price-anchoring …
subscriber Emilia Tanase made the
following post in my private CopyJunto
group on SocialLair:

"Daniel Throssell, this has got to be your

best issue so far (am I saying this every
month?).

I'M IN COMPLETE AWE of what I've just

read. You're so right! The old/conven onal
price anchoring method SUCKS big me. I
don't think I've been sold on anything in the
past year when people used that method.
It's super obvious and kind of silly, tbh.

What bothers me right now is realizing that

I didn't take the me to THINK and see why
that wasn't working and how I could
perhaps do it be er. And so, this issue of
AIC didn't just teach a genius copywri ng
tac c. It also taught me that I need to think
more, ques on more, and generate more
ideas by myself. Is this a monthly newsle er
or coaching? Because I can't tell the
di erence at this point.

If anyone's reading this and hasn't

subscribed to AIC, you're missing out:
nobody else in the industry is teaching at
this level."

WHAT CAN I SAY?

I TOLD YOU SO.

I TOLD YOU SUCKERS SO!!!

That price-anchoring model I just taught

was pure 🔥 FIREEEEE.

So in case you were thinking all my

crowing about how clever it was was
over-the-top … THINK AGAIN!

Listen:

I’ve done my me as a copywriter.

I’ve read the copywri ng books and

taken the courses.

I KNOW a good idea when I see one …

or when I HAVE one.

And if I tell you I’m teaching a good idea

… you had best believe me.

Of course, you have missed your chance

to learn this one, since the deadline for
Adventure #4 passed yesterday.

Never mind. There will be more issues of

Adventures in Copyland. And I’m only
ge ng started … I’m sure I will top this
one somehow.

Subject: Hot Fire For Sale (18 Jan 2023)

Okay.

So a couple of days ago…

I launched the h issue of my (s ll

rela vely new) copywri ng newsle er,
Adventures in Copyland.

It was called:

“How To Invent
Your OWN Unique
Copywri ng Style!”
And over the past 48 hours…

I’ve had a TON of feedback.

So much that … I simply cannot ignore it

… but am FORCED to interrupt my
regular programming to BLATANTLY
RUB IT IN YOUR FACE.

Okay?

…oh, right. You can’t speak.

(I duct-taped your mouth when I ed you

to that chair you're in.)

Well … I’ll just assume you said ‘yes’.

In which case…

LET’S DO THIS!

ALL RIGHT, ADVENTURES

IN COPYLAND
SUBSCRIBERS…

HIT ‘EM WITH THOSE

THINGS YOU SAID ABOUT
ADVENTURE #5!

AND CONVINCINGLY,
OR I'LL EXECUTE YOU ALL

***

“Dude! Such a great issue. I need to read it

100 more mes…”

YES!

“At this point, why not cancel the AiC? I

mean, CAN IT GET EVEN BETTER?”

YES!

“GREAT GREAT ISSUE.”

“Man this was your best issue so far 🔥🔥

🔥”

OH, YES!

“This was your best one yet. Immediately

usable and it took ideas that had been
oa ng around my head about how to
stand out... and put them in a very simple
system.”

MORE!

“AiC 5 has been amazing. I feel like I got a

sneak peek when you gave me that
feedback a li le while back, and this takes
it WAY further than I could have imagined.
Seriously. It’s brilliant … thank you for
crea ng it. I feel like it’s lling a huge gap
for me and I’m sure for many, many
others!”

MOOOORE!

“Dude!!

I was really torn about spending the 50$ on

your Adventures in Copyland but $50 is so
fucken undervalued!

This issue alone is worth 100x that!”

MOOOOOOOOOORE!

“*Jaw on oor* I cannot believe I paid $50

for that God Level of teaching.

I’m brand spanking new to the copy world

and that just answered the one ques on I
had on my mind.

“How do I stand out in this Red Sea of

Copywriters”

Thanks a million”

YEEEEEEEAAAAAAAGHGHG
HGHHHHH—*indis nct
choking noises*

…ahem.

Seriously though:

Remember I said this one was my best

yet?

Remember when I said it was so good, I

was thinking of making it into a course
that cost many mes as much?

Yeah well…

I WASN’T EXAGGERATING.
You people go a understand this:

OTHER marketers may lie.

OTHER marketers may exaggerate.

OTHER marketers may overpromise.

But…

DANIEL THROSSELL
DELIVERS ON EVERY
SINGLE WORD.
If I tell you something is pure hot re…

Well, you be er expect third-degree

burns.

That is all.

…well, okay, it’s NOT all, because I

haven’t sold you something 🤔

You might expect that I’m going to sell

you Adventure #5.

But that ship has sailed, baby. I gave you

AMPLE warning. And I told you there’d
be a good chance you wouldn’t see the
info again un l it was reborn at a much
higher price point.

S ll, there is always Adventure #6 next

month (and just today, I came up with an
idea so AWESOME, that it might have to
‘cut the line’ in front of all the OTHER
ideas on my list).

But the truth is…

EVERYTHING I sell
is hot re.
I would not sell it otherwise.

It just depends on which hot re you

want to buy.

As you can see…

These emails make you regret

not having bought from me
just then … and make you
want to buy from me in future.

And so, in an indirect — but very REAL —

way, they help me make sales even a er
the deadline.

In fact, they help do that directly now as

well — since there are people reading
THIS issue, who just read those emails
and now will be more inclined to want to
buy those par cular back-issues if/when
I o er back-issues for sale in future!

Not only that … but emails like this just

make people generally want to buy from
me more.

Which is why, whenever I can, I try and

gather tes monials to write an email like
this a er a launch.

And I recommend you do, too.

Okay, let’s recap:

I’ve just given you seven tac cs for

making sales a er a deadline WITHOUT
any sleazy business or convenient
“extensions”:

1. Don't end in the “steady state”

2. Make an auxiliary special o er
3. Tie your special o er to a strong
narra ve
4. Use “phased value messaging”
5. Be tough on your deadlines
6. Use the “discount neuralyzer”
7. Send a “rub it in their face” email

Taken individually … none of these are

going to make a HUGE di erence.

But in combina on, and over me…

I think you’ll nd that it makes it far

easier to keep making sales on your
products — both short and long-term —
even a er running the most generous of
special o ers.

And in the spirit of tac c #7…

If you got any good ideas from this issue,

write me at daniel@persuasivepage.com
and let me know, wouldn't you?

I’d love to rub it in to everyone who didn't

subscribe this month… 😉

WAIT EVERYONE DON’T GO AWAY,

PUBLISHER’S NOTICES CAN BE FUN TOO
RIGHT? RIGHT? …GUYS?

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