Table of Contents
Charm Offensive Professional is for you if…
Every response I got to my cold emails has given me such a buzz
I stumbled upon the Charm Offensive methods through a recommendation from someone, and as soon as I did some investigating, I instantly LOVED Jon’s style.
After about 2 seconds of deliberating, I signed up to his Charm Offensive Professional subscription, and have absolutely no regrets about this. He made me realise that CEO’s, and high-up executives, are just people who are human and like to laugh too.
The value he provides in this subscription (especially with the price it is) is unbelievable! Every response I got to my cold emails has given me such a buzz, and made me very, very appreciative!! If you have a business and are looking to reach out to new prospects, Jon’s methods are definitely the right way to go!
Since joining Pro I’ve launched digital products, changed my business model, and made a lot more money
I’ve left approximately 2534 testimonials for Charm, but here am I again.
If you’re not a member of charm pro, you need to be – fact.
It’s like a family, everybody happy to help out with everything including copy, productivity, and even finding football cards from 1984 (true story).
Since joining Charm Offensive Professional, I’ve got more done in the last 4 months than the year before! Launched digital products, changed my business model, making a lot more money and more importantly I’m a happier person.
The support from Jon, Gary, and all other the charm pro members is invaluable and no matter where you are in your business journey, their smarts are ridiculously useful.
Charm pro is really as good as we all say it is
Your word of mouth referrals will eventually run out and when they do you’ll be pressured to buy ads or go live everyday for the next 99 days in a row.
Or you can believe that there is no one better to directly sell your offer than you.
That’s why you should join Charm Pro because it’s true.
You are the best person for the job, and with Jon’s stuff your potential clients will be happy you sold them.
Charm pro is really great and as good as we all say it is.
So what’s already in the Charm Offensive Professional vault?
Access to download well over 250 templates in all 16 of my packs (and counting), including sequences for cold pitching and closing deals, following up old leads, securing job interviews, and tons more.
Total Value: £12,495
Courses & Trainings
Access all videos, swipe files, and templates for all 10 of my full courses, including the original unorthodox lead generation & marketing course Always Be Winning.
Total Value: £7,711
Ebooks & Swipe Files
Download all 7 of my full ebooks to learn about how I write and construct my email templates, the tribe-building lessons I’ve learned, as well as the best bits from the Charm Offensive facebook group.
Total Value: £624
The subscription comes complete with a private Professional Charmers Facebook Group where you can interact with other ambitious charmers and suggest new content to be created.
Let’s have a look at the template packs…
Copy My Copy
A variety of my most effective charming copy templates – and the crafty tactics, formulas, devices, and little nuances that make them so successful.
Imagine being able to write your own stand out, disarming copy that enables you to open opportunities for yourself whenever you want – and achieve whatever your heart (or bank account) desires.
Well, there’s no need to merely daydream. I’m giving you the exact copy templates to be able to do all of these things – and more.
You’ll not only get the templates, you’ll get a line-by-line breakdown of every tactic, device, formula, and nuance contained in my unorthodox, impressive, persuasive, disarming, effective copy templates.
Charming Smooth Operations Template Pack
A gargantuan offering bursting at the seams with a plethora of templates, perfect for B2B professionals, agency owners, and freelancers
Running your own business takes a lot of work – and the donning of multiple hats. Sure, your much-deliberated title is Managing Director, CEO, or Interim Head of Stationery but what does that look like day to day? You have to open leads, close deals, manage existing client relationships, foster a positive working environment with your team, and a whole lot more. These templates will help.
The Smooth Operations Template Pack also features a simple, yet comprehensive template in Google Slides format that allows you to put together a quick audit in 10 minutes. These audits are excellent bait to convince prospects to agree to a phone call.
The pack includes filled-out, example audit templates for:
- Digital Marketing
- Google AdWords
- Facebook/Instagram Ads
- Social Media
- Content Marketing
- PR Coverage
The Pivot Pack
A selection of templates to empower you to help businesses transitioning to digital
The world is increasingly working from home – now, more than ever. Many businesses will need help with this transition – and that’s where you come in. This pack will give you the tools to help.
The All-In-One B2B Template Pack
40 charming templates to cover many business needs
An assortment of templates for getting responses for a variety of ‘asks’ one has to make in business. This includes everything from pitching for new business, inviting yourself onto podcasts, re-engaging old contacts, getting your invoices paid, and a whole lot more.
Charming Christmas Template Pack
14 Christmas and New Year themed templates
This pack contains a variety of charming templates to use during the holiday period, cheekily taking advantage of the feeling of Christmas cheer to get the attention of old clients, send festive cold pitches, build your referral business, and more.
Charming Cold Open Template Pack
29 templates PLUS three bonuses
Charming cold open templates for a wide range of scenarios to grow your business in creative ways. Also included are bonus ebooks and swipe files focusing on LinkedIn prospecting, Instagram for B2B sales, and direct mail inspiration.
Charming Common Ground Template Pack
14 templates PLUS two bonuses
Charming cold pitch templates to send prospects with whom you have things in common – sports teams, hobbies, cities, musical tastes… Also included is a prospect research mini-guide and a ‘robotic phrases’ cheat sheet for improving your copy.
Charming Follow-Up Sequence Template Pack
9 sequences (63 email templates in total)
Even the most relevant, impressive, hilarious, and persuasive opening gambit might not get a response. The trick is to ask “You didn’t reply to my email I sent 2 days ago. Are you interested?” in a way that doesn’t infuriate even the most patient of people. Enter this pack. Includes nine sequences, each comprising seven emails.
Charming Lead Generation Template Pack
17 templates (plus 10 bonus templates!)
This pack contains templates for generating leads for specific types of discipline, including content for both freelancers and agencies. This pack also contains my “5 stages of grief” follow-up sequence, which you can add as a sequence to be sent after any initial cold email template you choose.
Charming LinkedIn Sales Template Pack
18 templates plus two video trainings
If you would like to generate more leads with LinkedIn, this pack is for you. Contains templates for connection requests, follow up messages, and message templates to send people when they’ve announced they have a new job, it’s their birthday, and other occasions. It also contains templates for LinkedIn posts to pitch your business and two bonus videos showing you how to make your LinkedIn bio funnier.
Charming SaaS Template Pack
9 templates to help with your SaaS business
A variety of templates for use in SAAS businesses. This includes templates for order confirmations, expired credit cards, asking customers why they didn’t purchase after a free trial and other messages used for communicating with both trial users and paying customers.
Charming Upwork Cover Letter Template Pack
Cover letter template plus video training
This pack contains an effective cover letter template to accompany your pitches and an explainer video explaining how to amend it to your needs. If you search hard enough on UpWork, you can find decent paying work. This template will help you win more business on this platform.
Inboxing Clever: Scroll Stopping Subject Line Pack
TONS of subject lines, plus three bonuses
A pack of subject line suggestions to increase your email open rates. Includes subject lines for cold pitching and emailing an opted in list, for launches, sales, holidays, promos, pitches, and follow-ups. Also some bonus inspiration on using emojis in your subject lines.
Charming Black Friday & Cyber Monday Template Pack
14 templates PLUS coupon image templates
This template pack contains a range of charming cold pitch templates for taking advantage of this commercial holiday. These can be used on cold email or LinkedIn to generate gushing, positive responses – leading to sales calls and meetings.
Charming Autoresponder Sequences Template Pack
17 sequences for a total of 60 templates
When people sign up to your list, you can opt to send them a sequence of emails that introduces you and pitches your products and services. This is known as an ‘autoresponder’ sequence. This pack contains a variety of autoresponder sequences to send prospects who have downloaded your lead magnet, to help convert new subscribers into customers.
PLUS Extras, Bonuses, and Requested Templates
10 templates and 4 swipe files
These are bespoke copy templates that have been requested by members in the Charm Offensive Professionals Facebook Group (yes, if you sign up, you can request stuff too!)
What About all the Full Courses?
Let’s take a look…
Always Be Winning
The Original Unorthodox Lead Generation & Marketing Course
(Value: £1,999 & HUGELY SUCCESSFUL)
Always Be Winning puts you in a position where you are never worried about how you’re gonna find new clients. You’re always going to have opportunities.
You can get in front of any type of business. It doesn’t matter if it’s a local business, an exciting and innovative start up, or even a global brand. You can meet any type of person – even if they’re a journalist at a national publication, an industry expert you look up to, or the CEO of a gigantic corporation.
You will be able to open opportunities for yourself whenever you want… and when you’re able to do that, life gets really exciting.
I never thought I’d give this information away, which I guess is why I sold it instead.
Always Be Winning comes in 4 modules:
Your Pitch To The World: Crafting your story, your pitch and your offering. This course will show you how to succeed without needing websites, social media followings, or email lists! Learn to develop an offering that’s compelling and specific, find out who your ideal clients are, and write the perfect story that endears you to your prospects.
Disarm With Charm: Learn how to find your ideal clients online and get their contact details. Then I’ll show you how to write compelling copy the “Charm Offensive” way – an approach that cuts through the noise and gets your target customers to actually respond and want to talk to you. Finally, I teach how to manage the whole process so you build opportunities for yourself right now – and in the coming weeks, months, and years.
Build Your Influence: That’s the outbound stuff sorted, but you also want leads to come to you. I’ll show you how to build your influence online using the same cold pitching tactics you use to generate leads. Find and invite yourself on podcasts that your clients listen to, find and convince journalists and other influencers to write about you, and build yourself a following around your expertise.
Conversations Into Cash: This set of training videos shows you how to follow up with interested prospects, the questions to ask before a sales call, during a call sales call, and how to create and send a proposal that has the best chance of winning the deal. Learn how to create proposals that stand out, how to open the meeting, and how to follow up afterwards to give yourself the best chance of winning.
Learn to build your tribe and sell your expertise at scale
Want to run your own tribe and sell your expertise at scale? This course takes you from how to decide what your tribe should be about, to growing it organically, to launching your first digital products.
There’s nothing wrong with selling your time, but time is finite. At a certain point, the only way to make more money is to charge more for your time. Digital products are infinitely scalable. You can help more people by distilling your expertise down into digital products.
Your expertise can be sold many times over.
This course will show you how you how to add a new revenue stream to your existing business, in these modules:
Launch: Developing the theme/hook, creating your group & email list, creating your first lead magnet, creating your first posts & acquiring your first 100 members.
Engage: Creating content that gets engagement, creating a community ‘feel’ and catering to the needs of your audience while still leading.
Grow: Using growth hacking techniques, posting ethically in other ‘complementary’ groups, putting yourself out there, building relationships with other influencers, and building an engine of social proof.
Sell: Asking your audience what they want, productising your expertise, developing your first products and launching your first course.
Have Your Way With Words
Learn to write copy that captivates and charms
If you’d like to learn how to write more entertaining and captivating copy, Have Your Way With Words is for you. This includes my ‘humour writing’ template pack which includes templates and explainer videos for writing funny articles, emails, Facebook ads, satirical pieces, and social media content.
The course includes the following trainings:
The Fundamentals Of Comedy: SURPRISE!!! This session introduces the key principles of comedy.
Formulas That Produce Funny: This module goes into detail on all of the little clever tricks and nuances you can use in your copy to misdirect the reader and make them laugh out loud like a crazy person.
Spice Up Your Copy: Not every sentence can be funny but every sentence can be an enjoyable read. This module covers rhetorical and stylistic devices for you to use to spice up copy that would have otherwise been relegated to a life of terminal blandness.
Rhetorical Devices: There’s a reason we revere great speeches. We look at some of the rhetorical devices they use and how you can apply them to make your copy more profound and rememberable.
Stylistic Tricks: Practice these and before you know it… BANG! You’ll be writing sickly sweet sentences that seduce anyone lucky enough to be reading them.
Have Your Way With Words also comes with its own pack of templates with explainer videos, covering:
Converts Like A Charm
My top-selling course on how to use charm and humour to persuade and sell
This awesome new pack goes into great detail. It includes an expansive 95 page ebook and 5 training videos totalling over 3 hours, covering:
…Plus tons more of practical, simple techniques you can use to get your audience laughing and reaching for their wallets.
Facebook Group Blueprint
Learn how to start, grow, and monetise an engaged & profitable Facebook Group
This ebook & accompanying video training includes:
The Offensively Easy Launch Formula
If you’d like to do launches that drain your phone battery, read on…
I always wondered “Will my unorthodox Charm Offensive copywriting style transfer from the world of cold pitches to the world of launches?”
It turns out, it does, but with modifications. When I first started doing this… I got a lot wrong. I used to hate launches. Now I love them:
You know my approach is different.
I’m constantly trying things out and keeping what works. Instead of having to do the same, I’ve done the hard work for you, saving you time, money, and varying levels of anguish.
The Offensively Easy Launch Formula shows you:
How to win a MegaClient
This training goes through the full process we went through to secure Symantec as a client
Symantec is a $4 billion a year company. Their most well-known brand is Norton Antivirus, but they make most of their money from huge B2B contracts with other massive corporations.
We’d won business with some decent companies already, but really we were just starting out – and this contract was game-changing. We’d never seen this much money before! And then we used this system to win more enterprise clients with big budgets.
I remember the day we won them…
Winning Symantec involved a lot more than sending a silly cold email.
That just got the ball rolling. As a small agency, we had to impress. Big clients often prefer to play it safe and hire big agencies, seeing them as less risky. We had to go out of our way to show Symantec that we were the best choice for their social media and content marketing needs.
This training covers:
How to Create a Niche
Create your own weird little sub-niche, just like Charm Offensive
Covered in this training:
The Charming Open for Business Pack
We’ve built a system that reliably generates cash, even during the Covid-19 crisis. We will explain which platforms we use, how we use them, and how they all work together.
Covered in this training:
PLUS: The Charm Offensive Zine!
Get digital copies of all 6 Charm Offensive Zines.
While you can’t purchase these strictly limited edition physical zines anymore, you can find digital versions of each issue in the Charm Offensive Professional Content Area.
Issue 1: How To Win A Multi-Billion Dollar Client
This issue covers how we won our first billion dollar corporation, Symantec, as a client – despite running a small agency that would never usually be in contention for such a deal. Inside, we run through the entire process, step by step. Our in-depth breakdown includes…
- Sales hooks
- The first meeting
- The research stages
- The pitch deck
- The Big Pitch
Plus, there’s a bitesize rundown at the end, highlighting the persuasion science permeating everything we did.
This inaugural issue also features the following superb guest articles:
- Treating Your Customers Like Kings – Even As You Scale
- 5 Lessons From The Darkweb’s Own Heisenberg
- Using The Persuasion Sandwich To Persuade And Profit With Minimal Resistance
And a bonus mini article from Jon, entitled “Disrupting The Game.”
Issue 2: How To Get PR Coverage
This issue deals with a major cornerstone of many digital disciplines, including SEO, Content Marketing, Social Media Marketing, and Brand Awareness: garnering that all-important PR coverage. Within its shiny PDFed pages, we reveal our Principles, Processes, and Possibilities for procuring PR coverage for clients.
This issue’s post-prandial points, presented for your perusal…
- Visible and Irrelevant Vs. Invisible and Relevant: Meeting clients in the middle
- Becoming the de facto resource
- How to analyse quality content in any sector
- Jacking the news cycle
- The importance of strong headlines
- The premarketing process
- What could go wrong? And how to put it right
- The Content Marketing Checklist
Issue 3: How To Be Witty
This issue offers you a glimpse behind the curtain, where I reveal some of the literary tricks I use to sound witty and charming. I can’t employ this bodacious British accent when writing – so, I often bridge this gap with the following techniques…
- The Reverse
- Triples, or The Power of 3
- The Flippant Hands Formula
- The Hyperbolic Backpedal
- Words In Their Mouth
- How To Use Funny Word Combinations
- Mixing Formal And Informal Tone
Read the examples. Learn the formulas. Then write your own.
You too can tease a smirk, smile, or belly laugh. What’s more, you can sound as charmingly befuddled as Hugh Grant, Colin Firth, or Idris Elba (delete as appropriate).
Issue 4: The Guest Issue
This issue turns the by-now entirely established zine format on its head, featuring a mere two articles by yours truly.
In my executive days, I witnessed a smorgasbord of shady practices – the likes of which I never wanted to besmirch my own marketing agency. I have since learned that many a tenacious small business owner is still prone to be hoodwinked by these dastardly tactics. To combat this, and save face for the industry’s good guys, I present to you The Top 5 Advertising And Marketing Agency Tactics Businesses Should Look Out For:
- Big Hitters Pitch Then Vanish
- The Insignificant Changes Shield
- The Filibuster
- The Stacked Account Team
- Hyping The Average As Amazing
At the risk of sounding like a feature-length late night infomercial: that’s not all. This jam-packed PDF also features a cavalcade of qualified commentators, with worthwhile guest articles on…
- iPhone Users Get More Sex
- The Definitive Guide On How To Write Good
- Seven Deadly Sins Of Copywriting
- Why LinkedIn Is All You Need For Lead Gen
- Marketing Medical Marijuana
- Use These Proven Story Formulas To Go Viral
Issue 5: How To Build An Adoring Fanbase Using Facebook Groups
On a seasonably overcast, probably drizzly day in March 2017, I triumphantly started the Charm Offensive Facebook Group. My perseverance unwavering, I managed to reach over 3,000 members within 3 months. Plus, I started making the sales I needed to keep the wolves from the door.
In this issue, I show you exactly how I got it done. Take my unreasonably clammy hand as we delve into:
- What Makes For A Successful Facebook Group
- How Do I Decide What My Theme Is
- What Has Made The Charm Offensive Group Successful?
Within this issue’s pink and pale pages, I chronologically critique the following tactics and techniques:
- Content Theming
- Growing Your Group
- Using LinkedIn To Grow Your Audience
- Using Your Personal Facebook Profile
- Getting Their Attention While Having A Little Fun
- How To Know What Products To Build
- How To Build Enough Products To Have A Subscription
Issue 6: Win With Words – The Zine Edition
“Sometimes, you gotta go back to actually move forward,” Matthew McConaughey mused theatrically in a 2014 commercial introducing the Lincoln MKC. I may have never been on True Detective, but I think I know what their marketing slogan team was getting at.
This issue takes us back – way back – to a fresh-faced Jon Buchan of 2012. Somewhere between Queen Liz’s Diamond Jubilee and the London 2012 Olympics; through a haze of Morgan’s Spiced Rum and Diet Coke, I penned the most outrageous engagement email of my professional life. For the first time ever, I examine the drunk cold email that started it all – analysing, line-by-line, a version of one of my original effective charming templates.
We’re leaving no stone unturned with this one, with every minute detail laid bare:
- Getting Your Email Opened
- The Warren Buffett Technique
- Actually Likeable Soft Sell
- A Little Reverse Psychology
- Even Make The Haters Smile
- The Long Game
As if that wasn’t enough, this issue also includes two bonus secret weapons. The first is a template for generating a cohort of casual client meetings. The second is a template for organising a plethora of informal job interviews.