Copywriting that makes waves
of scalable, value-based marketing.

Crest Copy

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Small Business PSA

only 1 in 10
new businesses
survive past 5 years

Of those that survive, in another 5 years
only 1 in 10 is still kicking.
That's a 1 in 100 chance you last long term.

• Are you the one ?

At the bottom line

it's SALES

The Lifeblood of Your Success
As a clever business owner, there are no issues you can't solve with more money.We're here to help you
get the sales to scale.

Who Am I?

crest / krest / (noun)
1. A serene place above the stresses of small business, reached by scaling.
2. The breaking point of a sales wave at a critical threshold of marketing.

Let's get you
to your crest

Why I'll Make you money

Crest copy employs a potent blend of 3 approaches
that set up your marketing effortsfor reliable success.Click to learn more...

The Ultimate Result...

Copy that makes waves

You already have the product, the brand, the loyal customers...
I am your catalyst.

No better time

Elevate Your Marketing Today

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There is a simple answer.

Give before asking.
One of the fundamental principles of sales:
People only care about themselves, not your offer.You need ads that deliver some form of niche-specific value to your customers.With this marketing strategy, you speak to people who aren't yet ready to buy but are curious about what you're offering. This customer demographic represents a hefty 97% of the total market!Value-based advertisement (VBA) changes customer psychology so that your ad is no longer an annoyance. It is content. It nurtures goodwill in your customer base. It positions you as an expert whose message can be trusted.VBA is a god-send your customer didn't know they needed. Their day isn't interrupted by annoying spam & mass marketing. That day is remembered by your customers as the day they finally found the help they needed.This approach can take many forms. Here are a few:

But by far the Holy Grail of value based marketing are High Content Value Offers (HVCO)

HVCO

"People are 10 times more likely to come to you to learn something than they are to be sold to"
-Sabri SubyThe HVCO draws customers to you like bees to honey because it promises value without a sales pitch.This is essentially a free product full of content that you are giving to customers. It is an investment of value which makes customers think,"If they can somehow tell me all this for free,
how good is their paid product?!"HVCOs come in many forms including but not limited to:

These free products have a myriad of sales benefits, but we'll focus on 3 big ones.First and foremost, you have given yourself so much more time with the potential customer. You now have the time to build up your brand, address competitors, show personality, and make them like you. At the very least they will feel familiar and comfortable with you and your brand. If you nail the HVCO, they can expect a ton of value from your paid products.Second, you have given yourself numerous opportunities to advertise your paid products. You shouldn't hard sell here. Instead, create curiosity while making the customer feel satisfied with the information you have given them. This can be pretty easy. For example, almost every topic's section can be ended with an approximation of, "...and if you want to learn more about (X topic) you can always look into our (X product)".Lastly, you have certified in your client's mind, against all possible doubt, that you are the premier expert of your niche. You have talked about your storied career and the numerous clients you have helped using the content strategies outlined in your HVCO. You have taken your prospect through a journey of enlightenment in your field and at the end,
they won't want to let go.

Caveats & Considerations

Now it's important to note that obviously some products and brands are much more compatible with HVCO strategies- namely information, coaching, or service-based products.This also can be said for VBA as a whole but to a lesser extent. For example, it is much more difficult, although not impossible, to employ VBA for a cereal brand than a real estate coach. However, even if you can make a quick list of "7 Secrets to Making Cereal Healthy", it is unlikely many if any clients will read through a free report of "Cereal Health Strategies and their Efficay in Teen Demographics". Although that remains to be tested...Lastly, as great as VBA is, it shouldn't be the only kind of advertisement made for most products. You absolutely can & should use other fun forms of brand advertising to round out your company's audience perception.For example, stupid & funny ads can be highly effective if implemented well.What's important is that your customer feels they got something out of your ad. Not that you tried to sell your product.Nobody likes feeling sold to.

Larger Market Formula

The Larger Market Formula (LMF) is an approach that efficiently advertises your product to the entirety of your market.
In the long run, this manifests into a huge edge over your competitors who are fighting tooth and nail for a measly 3% of potential customers.

Most businesses focus the majority of their efforts on targeting customers who are most likely to buy their product. It makes intuitive sense when considering the cost of advertising. But this reasoning falls flat on its face when considering two things:
1. The online marketplace has never been more competitive
2. They're only targeting a minuscule 3% of potential profits!By contrast, the LSM targets 100% of prospects by educating and nurturing the other 97%.
Importantly, this ensures that when prospects click
BUY NOW,
it's on your webpage.
To educate, we rely on two things. First is the Value-Based Advertising approach.
Click below to brush up on this strategy.

• Value Based Ads

Secondly, we use a powerful & proven sales funnel.

Super Funnel

Any high-converting funnel does the following:

Our super funnel is the set-it & forget-it sales machine that warms up your prospects gradually,
moving them up the categories of the market pyramid until they land squarely in your
territory of the coveted 3%.

We're feeling generous today so we're blessing you with our little "how-to guide".

Funnel Phases

Phase 1: HVCO
Your HVCO or High Content Value Offer is a free product that prospects obtain by giving you their contact information (preferably email). You house the HVCO on an opt-in page that is stunningly designed and sells the pants off your offer as if it wasn't free. This creates confidence in your products and brand.Must-have opt-in page elements:

Your prospect fills in their information, excited to get free help from you.

Phase 2: IRRESISTIBLE OFFER
The future customer is linked to your thank you message and feels gratification as you applaud their efforts to better themselves by using your HVCO.
But wait...
This isn't a Thank You Page.
You are a clever fox who hosted your message on a Landing Page
along with a very well-acquainted neighbor,
your Irresistible Offer.
A lot goes into creating an
irresistibly, sexy offer.
We can confidently claim that 99% of businesses don't know how to do this
-just another way that we're able to help if you're interested.When done right this offer doubles or triples sales by itself.In your offer you have stacked so much value that the 3% of trigger-happy buyers all jump on it,
because only a fool would pass up on this once-in-a-lifetime opportunity.Unfortunately, the other 97% of your market has slipped right through your funnel. That's just the real world. In marketing, we only ever expect a small percentage of our audience to do what we want.
But we don't stop here.

Phase 3: MAGIC LANTERNEven if your offer was perfect you can't blame people for passing up on the life-changing value you're selling. In today's day and age, the market is swamped with products that change life trajectories, and people are naturally skeptical, if not desensitized.
So what do we do?
Well, this is where email really starts to shine.
You're gonna get all the fence sitters closer to their desired outcome,
which as it happens is also your desired outcome for them.The Magic Lantern Technique (MLT) is a series of 2 to 3 videos (or documents)
that offer raw, mind-blowing value.
Sales? What sales?
We're too busy giving your future customers insider secrets, tried & tested action plans, and full-proof formulas that all ooze value.
This inevitably gets your prospect thinking,
"If these madmen can give away this much free information, what are their paid products like?!"
Then, as an afterthought,
at the end of the video, you say something along the lines of,
"If you enjoyed this content and are determined to get (X Result), well then I've got a hell of an offer for you. Go ahead and click the link in the email to connect with me."We send this MLT content over a few weeks to allow the client to marinate, while also
slowly, comfortably
moving them a step closer with each email. Their desired outcome is gradually becoming inextricably linked to buying your offer at a subconscious level.This is how a pro targets the 97%.Compare this approach to the competition. When prospects opt-in to decent HVCO the industry standard is to blast inboxes with a torrential deluge of hard-sell emails and content.If someone at a bar laughed at your joke, would you drop a knee and pop the question?
Today's markets are plagued with a stark lack of finesse and appreciation for pacing.Be different. Rise above your competitors.

Secret Phase 4: Email

If you thought we were done, you're still missing out on a huge chunk of the 97% profit-pie. Although, if you choose to stop at the MLT you’re still gonna be comfortably above your once neck and neck competitors.Remember, the majority of your audience is highly skeptical and has heard it all before. We don't expect all of them to come flooding our Calendly with appointments. Nonetheless, we have already differentiated ourselves.
People aren't going to unsubscribe from your email list after all the value we've given them.
This phase is a secret because:
Email is the most criminally underrated channel of advertising revenue.A study by the Direct Marketing Association revealed that for every $1 a marketer spent on email advertising, their average ROI was 44$. The second-highest ROI was half that at $22 for SEO.Email, similar to a blog is a channel that you can use to build a cult following of Life Time Value in your market. Better yet, email marketing is free at its most basic level and scales second to none with unmatched cost-efficiency.Now to create an effective email revenue channel we need to mix Value-Based Advertising with brand copy and a hint of direct response to create a versatile point of contact that keeps customers & prospects excitedly guessing about what lies in the next email.At a basic level, all of your emails need to:

While this seems simple enough, in practice we can promise it's a damn artform.This is where serious copywriting skill is gonna make a world of difference.* cough, cough *Ok that was a shameless plug, but it's absolutely true.You need copy that makes waves through your email lists.While, we would love to tell you more about the art of email copy,
this page is already obnoxiously long...

Just the Tip

If you've read through all of this, first, thank you.
Seriously, while making this site we had to rewrite this page after the website crashed and we lost hours of work and a perfectly sunny Summer day. Your engagement justifies the pain cave we put ourselves in.Secondly, you likely understand that we have only scratched the surface of this sales iceberg
that will sink your titanic competition.For example the 4 Funnel Phases, can also be subdivided into a full proof
17-Step Sales Checklist that absolutely crushes your current revenue projections.
If your immediate reaction was "eww" or "goddamit",
trust us, we feel you. But like us, you probably understand that reliably amazing results come from methods with less sex-appeal than a 40 year-old virgin.If you have any questions about these powerful advertising methods- and we're sure you have at least a few, feel free to shoot us a message and we'll email you back.

As a courtesy and proof of our common decency, we won't use this email to try and sell you our services. Not directly anyway ;)On the other hand, if reading all of this had you imagining a sizeable influx of potential profits, then maybe you want to know what one of our Super Funnels would look like for your brand.
By all means, hop on a free call with us, so that we can discuss at length the possiblities.

• Free Strategy Call

Our Sources

In terms of individual inspirations, we have studied the work and philosophies
of copywriting all-time greats like:
Robert Collier, Eugene Schwartz, David Ogilvy, Gary Halbert, Gary BencivengaOn the more contemporary side of things we closely follow:
Sabri Suby, Cardinal Mason, Chase DiamondAll of these figures have contributed greatly to our understanding of effective copy, and they're the giants whose shoulders we stand on. This can't be more true than in terms of research.Collectively between all of these individuals, millions of dollars have been poured into market research (ie. split testing). Thanks to their efforts we know what works.All of our methods are utilized by at least one of the agencies belonging to these copywriting titans due to their scientifically objective efficacy.This means as our client that you are getting the highest industry-standard of marketing strategy at a bargain rate. Furthermore, when you work with these agencies, you are one of hundreds of current or past clients. Can you really expect their full, undivided attention & effort?
We care about your brand.
Your business is extremely important to us.