Lucky 7s is a horse racing tipster service which is being offered by one Alan Lawson. He claims that his unique approach to tipping can produce some very substantial profits.
Introduction to Lucky 7s
If there is one thing that doing this for so long has taught me, it is the importance of keeping an open mind. You see, I have looked at things and initially dismissed them, only to find that actually, I am looking at a decent product. With that said, sometimes, you look at something that appears to be complete crap and… Well, you’re right.
This is important to keep in mind because of the subject of today’s review. You see, it has been a long time since I have looked at a tipster service that is as incredibly dubious as Lucky 7s is. Something that is spurred on in no small part by Alan Lawson’s approach to this marketing. But honestly, that is only one of many elements that just stink.
None the less, I will reserve my judgement here. The fact of the matter is that I have been surprised before now, and there is no reason that I can’t be surprised again. With all of this in mind, I think that no matter what, this is going to be an… interesting, shall we say, review. So, let’s dive straight in to Lucky 7s and see what’s what.
What Does Lucky 7s Offer?
If there is one thing that I pride myself on, it is being a straight shooter. And one thing that I will categorically say about Lucky 7s is that it has some interesting elements. By and large though, I don’t think that I’m being unreasonable in saying that this is a mostly unremarkable looking thing
Now, this extends to a number of elements, but I want to start by talking about the logistics side of things. At the time of writing this, I have looked at a few tipster services that have set a very high bar in terms of what you can expect from them, specifically, the content of their selection emails. Unfortunately, Lucky 7s is rather eclipsed by this.
The fact of the matter though, is this. Alan Lawson doesn’t necessarily do anything wrong. This is a very typical affair. Each day, you are sent selections directly via email. These typically land the morning of racing, however, you can expect to receive them any time up to 11am.
Unfortunately, this does have a bit of impact on those who work a 9-5. Put simply, this doesn’t leave a lot of time to get your bets placed. Furthermore, it also means that there is an impact on the odds that you are able to get. The fact of the matter is the later in the day you bet, the shorter the odds are, at least, generally speaking.
When you receive your selection email, there is very limited information available. One of the things that you don’t get is information on available odds and so something like Oddschecker can be a big help. This also helps to offset the fact that Alan Lawson sends out his selections for Lucky 7s so late in the day by ensuring you are getting the best possible odds.
Now we come to one of those “interesting elements” of Lucky 7s. Which are the bets themselves. So, in order for Alan Lawson’s approach to work, you will be exclusively be backing sets of three horses as a treble. This allows for some big winners, we are told.
And, if you look at the (incredibly questionable in my opinion) evidence that is supplied, this is very much backed up. There are bets returning anywhere from 9406% all the way up to an unbelievable 190,900%. This mostly comes about because Alan Lawson seems to favour packaging long shots into his trebles with the few examples cited having no horse backed at less than 3/1.
In terms of the volume of bets, Lucky 7s is all pretty straight forward. There is just one bet per day. This means that over the course of a week, the most that you are potentially risking is £50. Now, that might not sound like a lot given the returns that are seemingly available, but as I will explore a little later, I believe this will add up very quickly.
This ties in very nicely to the staking plan. Effectively, this is a level staking plan, however, the premise of it is all ultimately tied to the name of the service. What I mean by this, is that Alan Lawson says that every bet should be backed to the sum of £7 (hence that point about only risking £50 per week).
Why £7 exactly? Well… I wish I could tell you really. Honestly, this number simply seems to be there so that Lucky 7s can be called Lucky 7s. There is no justification that I have seen for this at all and as such, I can only really conclude that the esoteric-ism of it all is for marketing purposes. Which is particularly frustrating really, because when a tipster thinks first and foremost of a gimmick, that doesn’t bode well for the quality.
Finally, I want to talk about the strike rate for Lucky 7s. Which is arguably one of the most interesting elements, mostly because… Well, it just doesn’t exist. There isn’t a single reference to a strike rate. Nor is there any particularly substantive proofing that one could use to even try and calculate this figure.
What I can say with conviction however is that you shouldn’t expect to win on a regular basis. Alan Lawson even addresses this. The fact of the matter is that if you are backing treble bets on a consistent basis especially when it comes to horse racing, there are inevitably going to be limits. Arguably doubly so when you look at the kind of odd you are backing with Lucky 7s.
How Does Lucky 7s Work?
There are two different elements when you consider how Lucky 7s works. One of these, we are told quite a lot about. The second… well, not so much really. Unfortunately, that second element that isn’t discussed is the one that is probably the more important one in my opinion.
So, starting with the first way that Lucky 7s works. Now this comes down to the bets that are placed and the staking plan. The core idea behind backing the horses as a treble is that when you win, you win very big. And by keeping your stakes lower and only placing one bet per day, you minimise your potential outgoings.
This is the kind of explanation as to how Lucky 7s works that sounds good. However, what is much more important however is how those selections are actually made. Let’s be completely honest here, it is all well and good saying that you can minimise risk and maximise profits. But if you don’t actually know how to pick horses that win, it is entirely academic.
And not at all surprisingly, there is simply no explanation as to what this selection process entails. This is really quite concerning to me. As I will explore in detail a little later, and as I’ve already touched on, you simply can’t expect to win all that often. That is somewhat reasonable if a tipster can actively explain why you should follow through on their losing streaks. But here, you don’t get that.
What is the Initial Investment?
There are actually two different options available if you want to subscribe to Lucky 7s. The first of these is referred to as a 3 month plan. This is priced at £38 (plus VAT) and gives you full access to selections for “the next 2 months”… Which is a very interesting and insightful, if clearly erroneous mistake.
Alternatively, you can sign up for access to for a full 12 months. This is priced at a rather hefty one time cost of £120 (again, plus VAT).
Now, payment for both of these options is handled directly via Clickbank. This means that there is a full 60 day money back guarantee in place should you find that this ultimately isn’t for you. To credit Alan Lawson somewhat, this is at least mentioned in the sales material for Lucky 7s.
What is the Rate of Return?
The sales material for Lucky 7s makes reference to just 6 winners, however, the betting slips provided actually show 7. These show returns of £665.44, £1,001, £840, £1,626.63, £13,377, £2,646 and finally, £1,396.50. This means that in less than 3 months, there have been takings of £21,552.57.
It is important to keep in mind that this isn’t entirely profit. There have also been a number of losing bets at £7 per pop. Keeping this in context of the profits however, you are talking about drops in the ocean really.
Conclusion for Lucky 7s
Sometimes, you look at a tipster service and you haven’t help but feel like the whole thing has been carefully crafted by a marketer. This is of course as opposed to being a genuine service with a genuine tipster behind it.
Lucky 7s is one such product. This starts with those incredibly esoteric £7 stakes. It’s a stupid number that has no reason to be that, other than for marketing purposes. Lucky 7s, £7 bets. See where I’m going? And on top of this, who would have thought that Alan Lawson would have identified seven winning trebles since the start of the year? Almost like it’s planned…
As well as this, the results that are claimed seem to be highly improbable. Not just in the statistical sense either. I am always wary when “tipsters” only provide their (highly questionable) betting slips as proofing. This demonstrates quite clearly that they understand the need for it, so why not just provide full proofing?
My gut feeling on this is because it is much easier to show “your bets” that have won after the event. Especially when they happen to be a “WHAT THE F@$K” £13,000 win in which 3 highly unfavoured horses all happen to come in. Honestly, it just doesn’t feel right, and I’ve learned to trust my gut.
Taking all of that aside though, there are a number of other aspects of Lucky 7s that raise questions. For example, why doesn’t Alan Lawson talk about his selection process? Presuming that the results are all genuine and the service is sustainable, there has to be a consistent approach to finding high priced winners. Except of course… There doesn’t seem to be.
I started out this conclusion by talking about how Lucky 7s feeling like it was created by a marketer. And I stand by this. Everything is just a bit dodgy here. From the income to the lack of explanation to the difference in terms of how long your subscriptions last (conveniently shortening to the 60 days that Clickbank enforce as their refund period).
And all of this is ultimately backed up by something that I believe a lot of people would overlook, and that is the vendor who is actually selling Lucky 7s through Clickbank. You see, they are very well known to me, and not for the best reasons.
The fact of the matter is that they have put out a number of different products like Lucky 7s, all with fundamentally similar claims and lack of information. Over time, these services have all conveniently closed down not long after the refund period has ended, does this mean that this will happen here? Possibly not, but that seems like a pretty slim chance if you ask me.
With all of this in mind, it really shouldn’t come as a surprise that I can’t really recommend Lucky 7s. There isn’t a single element here that stands out as being worth your time or money. Arguably with the exception of that income potential. But really, that only holds appeal if you believe that you can earn that much. Which I don’t.