If you recall, last March I wrote a fairly harsh critique of the sales video Ryan Deiss uses to sell his Let’s Get Social program.
When I wrote it, I was pretty fired up because of what I perceived as being gross overstatements in the sales copy.
I really didn’t expect to hear from Deiss, so I was surprised when I received an email from him in June 2012.
Hi Ryan, Ryan Deiss here…
I just finished reading your post over at:
While some of your critiques were a little out of line, for the most part you made some solid points. (For the record, the video you saw was created back in 2009 so many of the stats were more valid then and they were updated in the most recent version.)
All that said, I can appreciate your perspective on it being overly hypey, and while I don’t completely agree with you I was wondering if you’d be open to giving me a more formal copy critique over the phone. (I’ll pay you for your time, of course.)
I know from some of your other posts and comments that you’re not a huge fan of mine, but for what it’s worth I do put out good products that deliver real value. I also have a real business that does more than just sell products on how to make money online.
That being said, I recognize that it can be good to have someone hold a mirror in front of your face and question your presuppositions.
You had the guts to do that, and I respect and appreciate that.
So if you’re open to helping, I’m open to listening. Maybe it’ll be the first step in the right direction for the industry as a whole.
I told Ryan I’d be happy to talk on the phone for free. Thirty minutes turned into two hours. And while we didn’t see eye-to-eye on every point, some positive things came out of our talk.
For one, Ryan has changed the video script to remove some of the hype. He’s now got better stats to support his sales argument, and he’s removed a lot of the language I criticized in my critique.
I know it’s not easy to take the kind of criticism I gave, so I commend Ryan for approaching me and making changes to his sales video. Not everybody would do that.
During our call I discovered Ryan routinely pulls products off the market when they’re no longer relevant or the methods no longer work.
In my original critique, I had said Ryan was still selling “products about Facebook advertising, email marketing, mobile marketing, getting traffic from search engines, how to get money from Google, and all sorts of other stuff.”
I was incorrect about the “make money from Google” product. It hasn’t been for sale for a few years. So I have removed that part from my critique.
As for the others, Deiss explains:
- The product about Facebook advertising is still about social media.
- The product about mobile marketing is almost entirely about social media traffic.
- The product about getting traffic from search engines came out after Let’s Get Social, and it reflected a change in what’s working online today.
All is to say, perhaps I was a little too quick to say that Deiss was being hypocritical. It could simply be a case of changing directions and forgetting to update video scripts to reflect those changes.
I can see how this would be an easy mistake to make. After all, what works online changes quickly.
That’s just the nature of the beast.
That’s also why it’s so important to implement traffic generation strategies as quickly as possible after learning about them. If you wait a couple months or years to do anything with the information, much of it will be outdated.
So, getting back to my critique of Ryan Deiss’s video sales letter… do I regret writing that post? No, not really. I’d do it again.
After all, it opened up a positive dialogue with Ryan Deiss, and he’s since updated his sales script based on my criticisms.
But next time I’ve got a bone to pick with somebody I’ll make more of an effort to get “both sides of the story” before I hit publish.
-Ryan M. Healy
P.S. If you’d like a copy critique — minus the sarcasm — you can order one here:
Direct response copywriter. 10 years experience. Available on a limited basis to write long-form sales letters, direct mail packages, space ads, emails (broadcasts and autoresponders), video scripts, opt-in pages, and copy for product launches. Learn More Here »