The Montello Group is fortunate enough to work with some of the best people in the world of marketing.
Some come to us as multi-millionaires. Big name gurus looking for writing that can deliver them an endless flow of cash. While others hit the doorstep as upstarts, or mom and pop businesses striving to do better than they have been.
Our favorite client, though… is the entrepreneur who knows the importance of great marketing communications, but also understands a lot more goes into a successful campaign than great copy.
She’s a hard-working entrepreneur who rolls up her sleeves everyday to “work” her business… and expects her copywriting team to roll up theirs, just as high.
You don’t have to be rich to hire us… you just have to WANT to be rich.
Over the last few years, The Montello Group has been given credit for upwards of $24.5 MILLION in sales, online and offline.
On this page you will find a small sampling of the clients whose businesses we’ve had the great pleasure to help grow, and some of the results they’ve enjoyed.
Nathan Gold came to us with a dilemma. He was a penny stock picker with a good track record and a great plan for his subscription advisory service. But… the niche was somewhat cluttered with just a handful of big sellers and everyone else doing virtually no business… he among them.
He needed to somehow find a way to break through and get noticed among a sea of “also rans.”
The process began with a couple brief brainstorming sessions to find the hook. These meetings included no-less than three team-members.
Then, I partnered with Ross Bowring to create, not only a new sales letter and video, but a new identity for Nate! We played on his background as a math wiz, as well as his overall nerd-like ways to debut… “The Penny Stock Egghead,” a straight-forward, easy-to-understand iconic character.
We also found a new way to show results that is legal, ethical and most amazingly… highly effective.
PennyStockEgghead quickly climbed over the big name competition to take the coveted number one slot on Clickbank, where it’s sat ever since. In the last 9 months Nate has signed up more than 8,000 new subscribers through the PSE sales letter and video.
Rob Poulos had a very specific problem. He was already pretty well-known in the online fitness community, mostly among men. But Fatburning Furnace is a weightloss product, and one thing I knew about this niche was that it is primarily female. At the time I believe the percentage of buyers of online diet programs was nearly 70% female… yet FBF’s sales were only around 50% female.
That told me if we could make strides with women, we could deliver a huge bump to business, hopefully getting him higher than the mid-forties on the charts for once.
I worked closely with Rob to feminize his sales funnels a bit. Now… when I say that, I don’t mean turn it all pink and flowery. Instead we played on a certain psychology inherent to women, to make his product more palatable for that market.
Out of respect for Rob I won’t reveal all those secrets, but I will say the easy nature of the funnel played a big part in it.
Fatburning Furnace’s sales shot through the roof, especially in the female demographic. It wasn’t long before he landed at number one, where he sat for well over a year. On more than a few occasions I remember getting calls from Rob telling me he had another 2,000 or 3,000 sales day.
On a side note Fatburning Furnace is probably the most copied, most blatantly stolen online fat loss sales copy ever. I’ve even had people call me asking me to duplicate it for them (I never would). Also… FBF is among the first sales funnel to use the now ubiquitous “Weird secret…” verbage.
Client owned and operated a growing retail gaming company. Sales were soaring but expansion was on his mind.
Of course, expansion costs money, so the decision was made to open up the opportunity to small investors to raise that needed capitol.
I consulted with team member Hans Klein, who relied on his past, successfully marketing to small mom and pop investors. With my input he was able to properly position the opportunity via a video sales letter, and hybrid VSL to drive sales not to an order button… but to a qualified call center, for “the close.”
For something like this to pay off, conversions need to be high enough to cover the call center costs.
The conversion rates were so high that the cost to acquire new investors was far lower than expected.
Demand instantly skyrocketed, forcing the client to double their price just to slow things down to a manageable number. Even with this price doubling they were able to pocket more than $1.2 MILLION in sales in just four months!
Vince DelMonte was a young fitness model with a great story to tell, and dreams of marketing success. He was already making a nice little supplement to his personal trainer income by selling a fitness course online.
But… 97th on Clickbank in the Diet and Fitness niche was nothing to write home about. Like I said, it paid him a nice part-time salary, but not much more.
After digging into his story, Vince mentions off-hand, a seemingly small event in his background that was never mentioned before. I was able to take what I discovered, and using my “story telling” skills, hang his entire sales funnel on that little turning point in his life.
That story… and a repositioning of Vince as a knowledgeable fitness source… were the two goals.
DelMonte shot from 97th to number 11 on Clickbank. Then… with a little more help (and some hard work too) 11th was in the rear view mirror as he drove his new imported sports car to major 6-figures and the number 1 slot. He hasn’t looked back even once.
In fact, I wrote for Vince a couple more times, and have even gotten a few “I need some advice…” phone calls from him too. But… in the muscle-building niche, there is almost nothing Vince doesn’t know about marketing.
Today he’s got numerous top selling fitness programs, and I don’t know one online fitness guru who doesn’t look up to him.
Client needed to re-launch a product that had never really launched in the first place. He had done a soft roll-out and was so successful with it, he and his partner made a full time living off the proceeds. But… he knew if he could get top-tier copy, he could do a real launch and profit even more.
In digging around for a unique selling proposition (USP) we discovered his partner had an interesting background that should be used in the marketing.
This led to yet another problem: The partner was 100% against losing his anonymity. That led us to using the “Mr. X” formula to utilize him without ever revealing his identity.
It was very effective while still being ethical. In fact this project was approved smack dab in the middle of Clickbank’s biggest tightening of the rules.
One other thing we were able to do was utilize a unique style of “proof” we (and only we) have used effectively on Clickbank in the past.
The client doesnt’ brag too much and getting numbers out of him can be like pulling teeth. But I can tell you this: The site now sells 5-figures in memberships, not monthly… but weekly. All of this done… with nearly no affiliates.
Currently, they continue to expand their business and we’re already in discussions for their next project.
This lead came to Ross Bowring. The problem the client faced was that the personal development niche is a crowded one, and hard to break through in any meaningful way.
The client had a quality service but it was too general to find an audience.
They say when you try to attract everyone, you end up attracting no one. So… Ross and I discussed the need for actually making the potential client-base smaller in order to make sales bigger.
Ross ended up creating a brand new category of personal development so the client could not only stand out… but own it!
The writing was original… crisp and dare I say… “Groundbreaking…” The client was ecstatic, and is already on the way to becoming a brand new kind of personal development coach.
We’re going to hear big things about Jamie.
Client was an Adwords manager who developed a set of software for his team to use to automate the work. Now he wanted to expand his business by selling the software to retail customers. But… while well known in the business to business world, he had no recognition with consumers.
We needed to introduce him to the marketplace and hold him up as a leader among them.
After a few discussions it was decided Hans could rely on his background selling retail software, and play on Khan’s long track record in the B to B community.
This would dovetail nicely into building A.M. Khan into a bone fide expert, above all the posers in the niche.
The first software released was a home-run and generated steady 6% conversion rates for affiliates.
Then… a few months later, the next software released did even better and generated a steady 6-8% conversion rates.
Finally, the third launch was for a service… which ended-up generating a 12% conversion rate to the pre-launch list.
Client was looking to maximize his profits in a niche that was becomming more and more crowded.
Use the “deep tease” concept borrowed from the 6-o’clock news to more fully dramatize his hero story. If done correctly, he would be able to regain lost market share while humanizing himself to the masses.
The story telling secret worked wonders for Sean. He was able to to increase his price by 45%, and still sell more units than before. On top of this, his profit per unit nearly doubled!
Client needed unique positioning for his investing service company. This market is full of hucksters and fast-talking crooks. This client was just the opposite. The issue was portraying that.
Ross was able to use my “Story Hook” formula to dramatize true events in the client’s life and connect them to his service.
A success in anyone’s book! More than $90,000.00 per week in sales!
Client needed hot, controversial copy for a sub-niche of IM. Black hat was everywhere and that’s what this product purported to be.
Now remember… we’re talking about a supposed “black hat” product. This is not about black hat copy. All the copy written in this campaign, was squeaky clean, as usual. What was unique was how I positioned the product as “blacker than black.” What’s dirtier and nastier than a black hat? A black mask! So… the product was re-branded and the copy was very edgy, but… clean and clear.
The client’s results are listed above (most notable 1,000 sales in 90 minutes).
This promotion, meant a lot to me for two reasons. First… it was my first big dollar hit (back in 2007)… And second… My copywriting hero and then mentor, David Garfinkel claimed the original headline (banned AFTER 4,000 sales) was so groundbreaking it required a new category of its own. It was featured in his webinar dedicated to the “8 Killer Headline Types.”