The Copywriter's Cheat Sheet – Part 2
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Table Of Contents
1. How To Make Even Sucky Ad Copy Virtually Unbeatable – 8
2. How To Eliminate Anxiety And Procrastination When Starting A Copywriting
Project -- 11
3. Squeeze More Money From Your Ads Without Changing Even One Word Of
Your Copy -- 13
4. How To Quickly And Easily Turn Pissed Off Customers Into Happy Buyers -- 15
5. This "Innocent" Copywriting Mistake Is Almost Guaranteed To Make You Look
Like Either A Flake Or A Liar -- 17
6. Triple Your Response By Being A Downer -- 19
7. How To “Outfox” Your Competition -- 20
8. How To Discover Your Customers' “Hidden” Fears And Desires -- 21
9. How To Use Your Competition's Product Or Service To Sell Your Product Or
Service -- 23
10. How To Turn Non-Buyers Into Buyers -- 25
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11. How To Make Your Ads Easy For Your Readers To Chew, Swallow And Digest --
27
12. Barely Legal Copywriting Secret Gets People Flocking To Your Ads And Sales
Letters In Droves -- 30
13. How To Make "Dry As Dust" Case Studies 100% Fascinating And Interesting -- 32
14. How To Make The Newspaper Your Unofficial “Sales Assistant” -- 34
15. How To Dramatically Increase The Pulling Power Of Your Premiums And Free
Bonuses In Your Ads -- 36
16. 100-Year-Old Copywriting Secret Makes All The Claims In Your Marketing Ten
Times More Believable -- 37
17. How To Make Sure You Never Sound Like An Obnoxious Braggart In Your Ads --
39
18. Why “Can't Refuse Offers” Hurt Response -- 41
19. Another Copywriting “Rule” Bites The Dust -- 42
20. How A Stupid Copywriting Mistake Killed An Otherwise Perfect Marketing
Piece -- 44
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21. Why Sampling Is A Waste Of Time...And The Simple Thing You Should Do
Instead -- 46
22. How To Breathe New Life Into Dying Sales Letters -- 48
23. How To Make More Money...By Hiding Your Ads – 50
24. How To Instantly Gain The Trust Of All Your Customers -- 52
25. How To Create Money-Making Headlines Under Pressure -- 54
26. How To Make Your Marketing Promotions “Skeptic-Proof” -- 56
27. The Childishly Simple Copywriting Secret That Drives Up Response Almost
Overnight -- 58
28. A Simple Copywriting Tip That Makes Most Marketing Problems Instantly
Evaporate -- 60
29. How To Use An Ordinary Stereo To Drive Your Ad Response Through The Roof –
62
30. How To Be “Number One” In Your Market...Without Even Having The Best
Product Or Service -- 64
31. How To Make Price Irrelevant – 66
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32. Incredible Copywriting Secret Used By Cults And Marketing Gurus Multiplies
Your Response Overnight -- 68
33. How To Make Crazy Promises And Claims In Your Marketing Totally Believable
-- 70
34. Copy Editing Secret Makes Your Marketing Promotions Irresistible To Read -- 72
35. How To Make Dull Guarantees Exciting And Dramatic -- 74
36. How To Instantly Remove Any And All Hesitation About Buying From You -- 76
37. How To Mentally And Emotionally Glue People To Your Ads -- 78
38. How To Make Complex Products & Services Seem “Monkey-Simple” -- 80
39. The John Caples “Milk Bone” Secret -- 82
40. Why You Shouldn't Always Use Testimonials In Your Ads -- 84
41. The Incredible Copywriting Secret Of My Left-Wing Grandmother -- 86
42. Rare Copywriting Secret (Used Only A Few Times In History) Leaves Everyone
Riding Your Coattails -- 88
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43. Copywriting Secret Used By Famous Trial Lawyer Lets Even "Amateur"
Copywriters Beat Seasoned Pros -- 90
44. How To Make Your Ad Stick Out Like A Sore Thumb In Noisy, Over-Crowded
Markets -- 92
45. How To Get People To Look For Reasons To Buy From You – 94
46. Why Writing Ads In Your Doctor's Office Can Give You An Incredible Edge Over
Your Competition -- 96
47. "Long Copy Versus Short Copy" Mystery Finally Solved -- 98
How To Write Great Copy...Without Having To Be A Great “Copywriter” -- 100
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How To Make Even Sucky Ad Copy Virtually
Unbeatable
A couple years ago I was chatting with a buddy of mine who happens to be a
very high paid “world class” copywriter.
Someone who has not only penned scores of winning ads, but who has an offer
where if his ads don't pull, he will keep rewriting your ad until it does pull.
I asked him how much work that was, and how often he had to re-write ads due
to his unique promise.
"Practically never," he replied.
"Never?" I asked.
"Nope. Usually all I do is change the headline and that makes the difference. Even if an
ad totally bombed. You can have a truly crappy ad with a spectacular headline and still make a
bundle. Or, you can have a crappy headline with a spectacularly written ad and still fall flat on
your face. It's all about the headline."
I have to admit, I never really fully understood the power of headlines until then.
And since that day I have started writing not just 100 headlines (as many of the
best and highest paid copywriters and marketers in history have advised) -- but a
minimum of 500 headlines.
In fact, I'm working on an ad right now I've written close to 800 headlines for --
and still going. I know of others who crank out even more than that.
And you know what?
That may sound like overkill, but it's always worth it. Every single time.
Even if it takes a month. Even if it takes two months (if you have that kind of
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time to play with).
Because the more headlines you write, the better the chances of you coming up
with one that makes your ad truly unbeatable.
But, you may be thinking:
How does one crank out all those headlines without getting burned out or
frazzled from staring a computer screen?
That's a good question. And to be honest, a lot of copywriters have invented their
own "system" for coming up with headlines.
Here's the way I do it:
First thing I do is clear my schedule for a few weeks of any time consuming
projects and crank out 50 headlines every day, five days a week, for two weeks.
I have a timer I use (an old trick used by the legendary copywriter Eugene
Schwartz) and work for about thirty three minutes, then stop for ten or fifteen minutes.
And I do this for about two or three hours -- or until I've got my 50 done.
This way, in five days I have 250 headlines cranked out. In two weeks I have 500
cranked out (usually more).
Then, on the third week I pull those headlines up, look them over, take the ones
that have potential and put them in a new file. Then I play around with this short list --
their words, their combinations of phrases and sequence of information -- and usually a
good five to ten decent headlines will emerge.
And that's it. That's all there is to it.
I realize maybe that sounds oversimplified, but it works.
And if you are someone who has trouble coming up with headlines, you may
want to try this yourself.
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Everyone is different, but I personally have found this to be one of the best and
easiest ways to come up with great headlines relatively quickly.
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How To Eliminate Anxiety And Procrastination
When Starting A Copywriting Project
If you are faced with a copywriting assignment that is gigantic in scope -- such as
when you have to mold a letter out of 100+ pages of notes -- and if you want to
eliminate all the nagging anxiety and stress of just getting started, then this is for you.
Here's the thing:
If you do enough research for a project, you will undoubtedly have 50, 60, 70
even 80 pages or more of notes. And that's a good thing because that means you've
done your homework and have a lot of material to work with.
The down side to this is it can seem like quite a task to sift, sort and process all
that information, and get it slimmed down into an ad or sales letter.
However, there is a way of starting a project that takes the sting out of this. A
way I use all the time, and it's a way you can use as well:
All you have to do is give yourself permission to be "lazy."
What do I mean by that?
Well, the idea here is giving yourself extremely small goals that are childishly
simple to accomplish.
Such as, "today I am going to do nothing with this ad except the offer."
Or, "today, I am going to nothing with this ad except read through my notes."
Or, "today, all I'm going to do with this copy is make sure all my notes are spelled
right."
Why would you want to do this?
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Because by giving yourself a small -- almost pathetically easy -- goal every
day...you will not only easily get it done...but you will also find yourself doing more.
Sometimes a LOT more.
Reason why is because you instantly erase any and all anxiety that results from
the mere thought of taking on a huge project.
And when the anxiety is gone, you will find yourself playing around with words,
phrases, headlines, guarantees...whatever you want...and the whole process of "writing"
gets a thousand times easier.
See for yourself on your next project.
Force yourself to forget about deadlines, money, commissions, etc -- and simply
give yourself permission to do little or nothing.
I bet you'll find all the usual anxiety and procrastination simply evaporate.
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Squeeze More Money From Your Ads Without
Changing Even One Word Of Your Copy
If you sell a service (not a product) and if you want to be able to immediately
raise your fees...while seeing a surge in new business at the exact same time...then check
this out:
As basic as this sounds, your business, my business and every other business all
comes down to simple supply and demand.
In other words, if there's more supply of you and your time than there is
demand, your fees will be low.
But, if there's more demand for you and your time than there is supply, you can
pretty much charge whatever you want.
And if you want your sales letters and ads to automatically start bringing you
more leads and clients...all you have to do is demonstrate there is not a lot of supply of
you and your time and demand will virtually increase on its own. Even if you leave the
rest of your letter or ad untouched.
So how do you make the supply of you and your time seem low?
It's simple:
Just include a copy of your schedule in all your sales letters and ads.
And that's it.
If you simply let people know how busy you are...they will automatically start
wanting to use your services.
There are a lot of reasons for this, but the main reason is because people always
want what they can't have.
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And by simply including your schedule for the week, month or year (depending
on what you sell, of course) you let the world know your time and talents are not open
to everyone. That people are using you right now and if they want to be on that
schedule they'd better respond fast.
If you don't believe me, try it and see for yourself.
Include your schedule -- or a portion of it -- and let people know they'd better
contact you right away if they want "in."
You may just see your response go up, even if you leave the rest of your copy
untouched.
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How To Quickly And Easily Turn Pissed Off
Customers Into Happy Buyers
If you have ever in the past -- or think you ever will in the future -- angered your
customers in some way, shape or form (whether your fault or not), and want to make
things right with just a simple sales letter, then listen to this:
One of the most useful pieces of advice I ever heard when it comes to soothing
angry customers, came from Dan Kennedy in one of his newsletters a few years back
when he said,"it's hard to be mad at someone who gives you ice cream."
He was talking about how some airline had dropped the ball on the passengers,
and to make up for it, they gave everyone free ice cream.
I've seen this in other areas, too. I know a person who saved her job after a
terrible mistake simply by getting everyone at the office a pizza and donuts the next
day.
The point?
It's hard to be angry or mad at someone who does nice things for you.
And I hate to say it, but it's such a powerful psychological phenomenon that it
lets even abusive people -- even the ones who do truly evil things to other people -- get
away with their shenanigans for years.
And one of the best ways for a business to utilize this principal is with a simple
"sales" letter.
Here's how:
All you have to do if you make a mistake -- no matter what it is -- is immediately
send out a letter apologizing profusely.
And in addition to all your apologizing...you also give them a gigantic deal so
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unbelievably generous they can't help but like you again.
For example, let's say you sell a line of information products on making money,
and you did something to royally tick some people on your list off.
If you want to get back on your list's "good side" simply tell them they can pick
any one of your products for 90% off and get another one free (or something to that
effect). You know...offer them something they can't refuse and will feel good about
getting.
They win because they are getting a tremendous deal. You win because you keep
the customer and maybe even make a little profit out of it. In fact, I have heard of
campaigns “gone bad” that actually came out way ahead dues to wise usage of this
principal.
If you've never had to put a customer "fire" out before, keep this article for future
reference.
If you ever do mess up, it can not only save you a lot of money -- but it can
possibly even make you money, too.
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This "Innocent" Copywriting Mistake Is Almost
Guaranteed To Make You Look Like Either A
Flake Or A Liar
Do you want to know what one of the single worst mistakes you can make when
writing your copy is?
A mistake that, while technically small, can have terrible consequences not only
for the response of your ad...but also the way your customers think and talk about you?
A mistake most of us are bound to make at some time if we aren't careful?
The mistake I'm talking about is this:
Promising to reveal some sort of secret or "insider" information in your ad...and
then not doing it.
In other words, starting an ad out by saying something like:
"In this very letter you're holding in your hands I'm going
to show you some genuine money-making secrets you can
start using today...."
And then doing nothing but teasing and selling, never actually revealing
anything.
Look, this may seem obvious, but it happens all the time. And usually not on
purpose.
And while it's no mystery that promising to reveal information in an ad increases
readership...if you don't actually reveal anything (and just tease, tease, tease instead)
you're going to look like either a liar or a flake to a lot of your readers.
Sure, the really hot prospects -- the ones who will buy anything related to the
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subject you're writing about -- will probably buy.
But what about the people on the fence?
Well, they may not be so eager to give you their money if you can't even deliver
on one little secret or promise you told them you'd give them.
Bottom line:
Be careful you don't have an editorial lapse like this.
In some cases, it may have no effect on your response whatsoever. But there will
also be times where it can kill your response and leave you wondering why.
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Triple Your Response By Being A Downer
If you have an ad or sales letter that promises to teach someone X number of
"tips" about how to do whatever it is you are selling, I'd like to show you a quick and
easy copywriting tactic that could as much as triple the number of responses you get.
Listen to this:
One really great way to write ads (especially lead generating ads) is to
immediately involve your reader by getting them nervous about their lack of
knowledge about whatever it is you are selling.
Let me give you an example.
Instead of saying:
"10 Tips To Make Your Car Run Smoothly During The
Winter"
You can many times get a stronger response by turning your ad into more of a
"negative" statement like this:
"The 10 Biggest Car Maintenance Mistakes People Make
In The Winter"
In other words...tell them what they're doing wrong...and then tell how your
product or service will fix it for them.
Why will using a negative statement like this usually work better?
Because, in addition to getting the reader's attention, you automatically set them
up to look for someone to show them how to do everything right.
And by positioning yourself in your copy as the "go-to" guy -- the person who
really knows your stuff -- you will be that person they look to for help and guidance.
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How To “Outfox” Your Competition
If you'd like to make more money from your marketing promotions simply by
changing one simple little detail in your ad copy, then check this out:
One of the best books on business I've ever seen is called "How To Outfox The
Foxes."
It's not a "copywriting" book by any means, but the author makes an incredible
observation any copywriter can use to increase their profits -- no matter what you sell.
What is this observation?
Simply this:
He noticed it was cheaper and better to hire a good lawyer from a low cost-of-
living area instead of a mediocre lawyer from a high cost-of-living area.
The example he used was how someone could hire the world famous trial lawyer
Gerry Spence, who lives in Jackson Hole, Wyoming for less than an up-and-coming
lawyer with much less experience in New York, simply due to the cost of living
differences.
So what does this have to do with copywriting?
Well, I'm not talking about gouging anyone or playing pricing games, but if you
take a look at what your competition is charging in a certain area, and if it happens to be
more than what you're charging, why not raise your prices in your copy to reflect what
the market is already willing to pay?
Doing so won't hurt your response (especially if it's still lower than what
everyone else is charging) and you'll be able to bring in more profit just by changing the
price and leaving the rest of your copy untouched.
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How To Discover Your Customers' “Hidden” Fears
And Desires
If you want to know how to get "inside the heads" of the people you're writing
your ads to...and get a clear snapshot of what it's like to be them so you can more
effectively sell to them...then listen to this:
If you want to really bond with your customers in your copy -- and get to know
what their hopes, fears, desires, etc are -- then you have to live in their shoes. Just like a
professional actor treats a part before he plays it.
In other words, you have to not only read their magazines, watch their TV
shows, listen to their radio shows and surf their websites...but you also have to spend
time and money on the same things they do that are relevant to what your ads are
trying to sell to them.
For instance...
Let's say you sell pet supplements to dog owners.
It's not enough to just read about your market and your product or interact with
your own dogs. No, to really get inside the heads of your market, you'd have to go to
the pet store or some other puppy mill and get a dog that has real health problems.
That way you can experience the high vet bills, constant health problems,
sleepless nights and all the other things that come from having a dog that has health
issues.
I know this sounds extreme, but it's the only way to write copy that truly
"connects" with your readers. You have to live their lives and know what it's like to be
them.
And you want to know something? With a little imagination, this kind of intense
research can be done with almost anything you sell. The key here is to really try and get
in the shoes of the people you're selling to.
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Even if it means spending money or doing things you wouldn't normally do
yourself.
Yes, it takes time, money and effort -- but it's one of the best ways to really know
what your market's "hot buttons" are and what they really want from you.
After that, it's just a matter of showing how your product or service will give it to
them.
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How To Use Your Competition's Product Or
Service To Sell Your Product Or Service
If you'd like to know how to use your competition's own products and services
against them -- while adding an extra layer of persuasion to your sales letters and ads --
then this article will show you how.
Look, as much as you may not want to acknowledge them, you have
competition. If you don't, if you somehow found a virgin market nobody else on the
planet knows about, then you will some day and this will apply then.
But the point here is you have competition.
We all do.
And one of the things most of are tempted to do in our ads is ignore them and act
like they don't exist.
Sometimes that's a good idea but, as you will see, you can also use the existence
of your competition to your advantage in your copy.
How?
Simple: You acknowledge them...and then invalidate them.
In other words, you come right on out and tell them about your
competition...followed by why they should choose you over them.
For example, here's a piece of copy from an ad running right now teaching
people about street-fighting:
"You’d be much better off learning 'tournament' based
martial arts – like Brazilian jiu-jitsu, karate, tae-kwon-do
or even boxing. Where you’ll have a referee and lots of
'rules' to make sure you don’t injure yourself or anyone
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else..."
In this case, the ad completely invalidates the competition for people who want
to learn hard-core fighting, and not just "martial arts" or other sports-related fighting
skills.
And if you really want to add some power to your copy...boldly tell your readers
to compare you to the competition. You can use it in your body copy and even in your
guarantee by saying something like:
"Try our widget. If you don't think it absolutely blows
away the widgets sold by Company X, return it for a full
and immediate refund..."
Do you see how this works?
You are actually using the weight and strength of your competition's product or
service against themselves.
Instead of trying to pretend you have no competition, you actually come right on
out and declare they exist...and then spin it into yet another reason for people to buy
from you.
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How To Turn Non-Buyers Into Buyers
If you're struggling with people not responding to your ads and sales letters...or
if you just want to give yourself a quick burst of sales...then this article will show you
how.
Check this out:
One of my marketing friends -- who sells a lot of different products and services
on his site -- has been including something in his ad copy that has been driving people
to his site left and right.
Not just his usual customers, either. But people who rarely ever order or have
never ordered anything from him at all.
In fact, this one simple little element he's been adding to his copy has massively
increased his business, his sales and his customer list in ways he never would have
dreamed possible.
What is this "secret" thing he's adding to his sales copy?
Well, simple as it sounds...he's merely including a gift certificate for $50 off
whatever he's selling.
Don't let the simplicity of this fool you.
It works, and works extremely well.
Why?
There are probably a lot of reasons -- besides the obvious discount reason -- for
this. But one of the more important ones is the feeling of entitlement.
You see, when someone gives you a gift certificate, with your name on it and
everything, you almost have to use it. If nothing else it gets you to look at the website or
catalog or product description more closely.
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And because you already have money "invested" in it (in a sense), you start to
give yourself reasons for actually buying it.
This is a very powerful psychological tactic that, when done right, can send your
response and sales right through the roof.
And best of all:
It's easy to implement. All you have to do is put the gift certificate in the email
you send out or in the ad you mail out.
That's it.
No big deal at all. And yet, the results are enormous.
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How To Make Your Ads Easy For Your Readers To
Chew, Swallow And Digest
If you want to make your ads and sales letters "monkey simple" to read,
comprehend and understand...then listen to this:
The late, great copywriter Eugene Schwartz once said ad copy should be like a
display window. It should be clear and not call attention to itself in any way
whatsoever.
With no smears, no cracks in the glass, and no distracting decorations around it.
And there are two extremely powerful ways to make sure your ads fit that
criteria.
The first -- and most obvious -- is to use simple, easy to understand words,
phrases and ideas.
In other words, if a child can't understand it, you probably should not include it.
(Yes, I realize there are exceptions to this, but it's good advice no matter what market
you're writing to either way.)
And the second way to make your ad copy "display window clear" is to limit
your paragraphs to just one -- and only one -- idea or concept.
For example, if you have a paragraph that says:
"Here’s the bottom line: These professionally produced
DVD’s teach you everything you need to know about
winning street-fights while standing up…in close
quarters…on the ground…with weapons…and even
against multiple attackers. With no tedious studying
required. No long hours of intense training needed. No
years of perfecting boring techniques that are useless in a
real fight. And check this out: This set of street-fighting
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DVD’s isn’t the only thing I’m sending you. It's only part
one. There's another part to this system just as important to
your survival on the street…as the skills and tactics you’ll
learn in the DVD’s..."
To make it totally clear and easy to follow, you simply break it up into several
paragraphs -- each containing only one train of thought -- like this:
"Here’s the bottom line:
These professionally produced DVD’s teach you
everything you need to know about winning street-fights
while standing up…in close quarters…on the ground…
with weapons…and even against multiple attackers.
With no tedious studying required. No long hours of
intense training needed. No years of perfecting boring
techniques that are useless in a real fight.
And check this out: This set of street-fighting DVD’s isn’t
the only thing I’m sending you.
It's only part one.
There's another part to this system just as important to
your survival on the street…as the skills and tactics you’ll
learn in the DVD’s..."
See what I mean?
This way you aren't cramming too many ideas and concepts down the reader's
throat all at once. Instead, everything is "bite sized" -- easy to pop in your mouth, chew
and digest.
And you know what?
That's exactly the way information should be presented if you want to give
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yourself every advantage possible in your copy.
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Barely Legal Copywriting Secret Gets People
Flocking To Your Ads And Sales Letters In Droves
If you'd like to know an admittedly "sneaky" way to squeeze significantly more
sales from your copy, then this chapter will show you how.
But first, let me give you a "disclaimer."
Like anything else, there's a right way and a wrong way to use the tactic you're
about to see.
If you use it the wrong way, you may make more money, but you may also end
up turning a lot of people off. Possibly even people who normally would have bought
from you.
On the other hand, if you use this secret the right way -- the honest and ethical
way -- then I think you will find your sales going through the roof. You'll have to test it,
of course. But just about everyone I know who uses this (including myself) sees a
dramatic bump in response.
Okay, enough build up.
Here's the secret:
What you do is purposely send your sales letters and ads (whether online or
offline) with a mistake in the offer, the guarantee or anywhere else that makes sense.
And that then gives you an "excuse" to mail/email people again to bring their
attention back to your offer and pique their interest.
Now, again, there is a wrong way and a right way of doing this.
The wrong way is to do it blatantly and obviously.
Especially if you are selling to people who are already savvy marketers. They'll
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see right through it.
It may not hurt your response, but it might if people feel insulted.
On the other hand, if you do this strategically -- even if it goes out to people who
might normally be aware of a tactic like this -- then your sales can multiply. Sometimes
two or three fold.
What do I mean by strategically?
Well, for example, if your offer says something like this:
"And if it's not everything I say, I'll not only refund your
money...but give you $10 just for your trouble!"
You could then send out another announcement to your list and say something
about how you made an error. How you promised to refund their money and give them
ten dollars just for their trouble. But what you really meant was you will give them $100
just for their trouble.
That way, you bring their attention back to your offer (and you can do this with
any aspect of your ad, I just use the offer as one example) and -- since you enlarged it
and made it even better than what they thought -- you instantly capture the interest of
people who ignored your ad the first time.
Again, I can't stress how important it is to do this the right way.
If it's a blatant and obvious "trick" it could backfire (depending on who you're
selling to). But if you do it strategically, with some purpose behind it, it can as much as
double your response.
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How To Make "Dry As Dust" Case Studies 100%
Fascinating And Interesting
If you use "case studies" in your ads and sales letters, and if you aren't getting the
response you're hoping for, then here's a little "technique" that can radically increase
your response overnight.
The problem with case studies is they tend to sound dry and boring. If not in
content, then certainly in the mere phrase "case study."
And if something sounds boring -- like it's going to be a chore to even read it --
then you are going to lose readership and ultimately sales.
But, what if there was a way to make those case studies truly interesting and
even fascinating for your readers?
A way to write those studies in a way that gets people not only interested in what
you're saying...but practically drooling over what you say?
Believe it or not, there is a way.
And it's so simple, you'll kick yourself for not doing it earlier.
Anyway, here it is:
Instead of writing about "case studies" in your copy...tell wild and fascinating
stories.
In other words, don't say:
"...take the case study we did with Mr. Jones who used our
widget to increase his sales and add more clients to his
roster..."
Instead say:
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"Take Mr. Jones, for example. This normally shy,
"introverted" man used our widget to quadruple his client
base in less than an hour…simply going door-to-door.
Here's what he did..."
See the difference?
It's like night and day. Most people hate to be lectured or preached to. But
everyone loves a good story.
Especially if it makes a point that is relevant to their lives, their needs and their
situations.
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How To Make The Newspaper Your Unofficial
“Sales Assistant”
If you want to multiply the sales of your ads and sales letters fast...then listen to
this:
The very best ads and letters connect with their readers on more than just a
surface level.
By that I mean, yes, they tickle their senses and stoke their desire to buy but they
also do something else:
They get in sync with what their readers are thinking and feeling about.
In other words...
They tap into their emotions and make people think the person who sent the
letter is "one of them." Someone who feels and understands what’s important to them.
Now, there are a lot of ways this can be done, but right now I only want to touch
upon one that doesn't seem to be talked about that much.
And that is simply relating your ads, your offers and even your headlines (if
applicable) to big news events that have just occurred.
Let's take the high gas prices, for instance.
If you are writing to people who are really feeling the pressure at the pump, then
that would be a great example of a news event that can be worked into your ad.
For example...
In my area some of the savvier car dealerships are offering a certain amount of
free gas and oil changes. And their sales, from what I've gathered, are through the roof
on new cars.
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And that's just one example. There are all kinds of big news events going on
every day.
The key is to know what people are reading about in the newspapers (and
online), hearing about on the radio and watching on TV.
Because if you can work a big news event into your ad -- even if it's just a passing
references (as long as it's relevant, of course) -- then you will be getting that much more
in "sync" with your readers and making them that much more likely to buy from you.
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How To Dramatically Increase The Pulling Power
Of Your Premiums And Free Bonuses In Your Ads
If you write copy that offers free ebooks, reports and other bonus material...and if
you want to make those "premiums" much more likely to help you close the sale...then
check this out:
Probably the best in the world at doing premiums are the big direct mailing
houses and publishers.
Why?
Simply because they structure the way they offer their bonus material a bit
differently than everyone else. Especially a lot of people online -- who like to offer
ebooks and software that many people already have ten copies of.
What is this "secret" way of offering premiums used by the direct mail houses?
It's simple:
They only offer premiums that -- by themselves -- could legitimately be charged
money for.
In other words, if the premium they are offering can't sell on its own...then they
know it's probably not going to improve response. And thus, they don't offer it.
That's why when you read their copy, you'll notice the bulk of their premiums are
exclusive content. Like chapters from old books or material they own.
And you know what?
If you only give away "for real" valuable premiums -- and not anything people
can easily get anywhere else, or something identically offered in a competitor's ad --
your response will almost always go up.
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100-Year-Old Copywriting Secret Makes All The
Claims In Your Marketing Ten Times More
Believable
If you would like to know a simple way of making the claims in your copy --
whether they are big or small claims -- up to ten times more believable and powerful,
then this article will show you how.
Look at these two pieces of copy and guess which one has a better chance of
being believed:
...and today only we are giving away everything in the
store for 90% off the sticker price!
...and because they are tearing up the street outside our
store and you will have to walk about four blocks to get to
us...for today only we are giving away everything in the
store for 90% off the sticker price!
See the difference?
The first one talks about an outrageous offer unheard of anywhere else.
But people may wonder why? It almost sounds like a sleazy ploy (sometimes
used by the used car business) just to get you in the door.
The second example, on the other hand, gives you a drawback -- a "negative
claim" -- before telling you the spectacular offer.
Not only does it give you a reason why for the 90% off...but it tells you about
how it may be a bit of an inconvenience to get to the store.
Now, at first glance, this may not seem like a big deal.
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But it is.
Because it has been proven in test after test after test...by advertising and
marketing experts for the past 100 years...if you put a negative claim or drawback
before a positive claim (and especially if it's an outrageously generous claim) it makes
the positive claim up to ten times more effective and believable.
If you want to see this phenomenon for yourself, try it in one of your ads.
Test being up front and bold about a negative claim before making a big promise.
I think you will be surprised by what you discover.
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How To Make Sure You Never Sound Like An
Obnoxious Braggart In Your Ads
One of my favorite copywriters -- whose ads and books I study almost every
single day -- is the late Eugene Schwartz.
And one of the best lines he ever said (in a
speech he gave to Phillips Publishing
13 years ago) was something to the effect of:
"If an ad doesn't have the word 'you' in it 100 times, I really
don't like it very much."
In other words, the word "you" should be in your ad as much as possible.
Not only to help the reader feel like you're talking directly to him or her…but
also to make the "bonding" process between you and the reader that much more
intense.
But, in reality -- and especially if you're selling your own products and services
and the letter is being written by you and coming from you -- you just can't get around
using the word "I."
Otherwise, you won't be able to really document your credentials, your expertise
or say too much about why people should buy from you instead of the other guy.
But at the same time, if you say "I" too many times, you may start to look like an
obnoxious braggart.
Luckily, there is a little "formula" I once heard (I think I heard it from Vincent
James, the author of “The 12 Month Millionaire”) that can help you strike that balance
between using "I" and "you."
And that formula simply says:
For every five times you say the word "you" in an ad, it's
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okay to say "I."
Very simple, very helpful and very easy to implement in any ad.
Try it in your next marketing piece and see for yourself.
It may not sound like an earth-shattering copywriting technique, but it works
like nothing else to give that certain balance between talking up your qualifications
while still bonding with your customers.
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Why “Can't Refuse Offers” Hurt Response
If you have an ad or sales letter with such an outstanding offer it literally can't be
refused by any sane person in your market...yet nobody seems to be buying for some
reason...then this article may give you the answer you're looking for.
Here’s the thing:
The problem with exceptional offers -- the kind of offers that make people perk
up and immediately start reaching for their wallets -- is they sometimes really do sound
"too good to be true."
And when that's the case, including a simple and understandable explanation for
your offer -- even if it’s short and only takes a few sentences -- is almost as crucial to the
sale as your offer itself.
Why?
Because if you don't explain how you can pull off your spectacular offer -- then
there will be people (probably even a LOT of people) who just won't order. They'll think
it's too good to be true and, even worse, may even feel the rest of your claims and
promises are bogus, too.
It all goes back to the basics.
You must provide a way for your reader to rationalize your claims -- especially
the radical claims and offers that promise the world.
Even if you aren't exaggerating, and even if your reader really, really wants what
you’re trying to give away.
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Another Copywriting “Rule” Bites The Dust
In my swipe file I have a control piece that breaks a major rule of "copywriting."
And yet, even though it breaks this "iron clad" rule, it has been running -- untouched --
for at least two or three years.
The "rule" it breaks is it uses lots of complex words, phrases and language not
easily understood, even though it is sent to a market that is basically of average
education.
In fact, I doubt if even ten percent of the market it's aimed at could define many
of the words it uses without a dictionary. (I know I couldn't).
What kind of words and phrases does it use?
How about these:
"soupcon"
"perpetuity"
"eschew"
"lumbar"
"peruse"
"besotted"
Just to name a few.
And yet -- despite it using words and phrases that sound like a foreign language
to the majority of people in this particular market -- it works.
The question is "why" does it work?
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And if I had to guess, I would say it works because of its extremely strong use of
good, old fashioned personality.
You see, the ad is for a subscription to a magazine called "National Review" --
which is a magazine spear-headed by a fellow named Bill Buckley.
And since the ad is written "by" Bill Buckley, it is in his "voice" with his
personality. Using the exact words he uses in real, every day conversation.
And make no mistake, this letter is bursting with Bill Buckley's personality from
start to finish.
And a lot of people -- millions of people, in fact -- love his personality. Even if
they can't always understand what he just said or what the word he just said means.
And you know what?
That's the power of having real, flesh-and-blood personality in your ads. It can
trump blatant misspellings, poor grammar and even "set in stone" copywriting rules.
Why is personality so powerful in an ad?
I think it's because people like to buy from other people.
They like to do business with real people. And when personality is injected into
an ad the way Bill Buckley's personality is injected into the "National Review" letter, it
makes it all that much more "real" to the person reading. It feels like a real letter, from a
real person.
And I can practically guarantee you -- if you put your personality (or the
personality the ad is supposed to be "from") into your next promotion, you will see a
dramatic hike in your response and profits.
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How A Stupid Copywriting Mistake Killed An
Otherwise Perfect Marketing Piece
As a copywriter and marketer, I love to collect direct mail, magazine, newspaper,
email, and even radio and television ads.
And the other day I got a piece of mail that was just awesome. It did everything
in a way that left me shaking my head in disbelief.
But there was a problem with it.
A problem that -- despite how great the ad was -- will probably cause this
particular promotion to flop.
What was the problem?
It took almost a page and a half to get to the point.
In other words, the person who wrote this ad could have cut out the whole first
page and a half of "fluff" and then started it there.
I'm not sure why the writer did this, but he spent several paragraphs talking
about something totally unrelated to the product he was selling -- almost as if he was
"warming" up.
And if I didn't read every ad that arrives in my mailbox all the way through, I
never would have known how great the rest of the ad was, nor would I have wanted to
buy the product it was selling (which I did buy, incidentally).
And that's the problem.
Most people getting this marketing piece aren't reading it because they like to
read ads. And that's why I doubt it'll pull very well. Even though it does everything else
right.
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People are busy and stressed and have things to do.
They don't like to read long things unless they're 100% interesting and relevant to
a problem or desire they have.
And so, if we don't get to the point and strip out all the content they couldn't care
less about, we're probably going to lose the sale.
All of which reinforces the importance of keeping ads simple and to the point.
The majority of people are not going to "hold on" while we go off on some
tangent. Every idea, sentence and punctuation mark must have a reason -- a purpose --
or it needs to be cut.
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Why Sampling Is A Waste Of Time...And The
Simple Thing You Should Do Instead
If you sell an information product that is basically paper and ink, and are giving
out free chapters or free issues (if it's a newsletter) in order to get people to buy, then
please read this article very carefully.
Listen to this:
If you're like me, and on a lot of different mailing lists getting a lot of direct mail
offers for books and subscriptions, then you have probably been sent free "samples."
By free samples I mean, they sent you a free issue of their publication or a free
chapter of their book.
I see this at least once per week and it's extremely rare when I see it happen from
the same company twice. Because it usually doesn't work.
There are exceptions, obviously.
But in general, free samples like this work against you. They cheapen the value of
what you're offering and people don't think of it as something they should pay for.
On the other hand, the savvy direct mailers (and this also applies online, in case
you sell via the Internet) do things a little bit differently.
They "sample" -- but not in the same way.
You see, what they do is something called "demonstration." Which means exactly
what it says:
They demonstrate what they're selling right in the ad.
Let me give you an example of what I'm talking about from a real ad I just got in
the mail the other day.
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It's a magalogue selling the world-famous newsletter "Health And Healing", and
on page four of the ad, they demonstrate the knowledge of the author(s) and show you
a real "secret" you can actually use if you ever happen to have gangrene (not a pleasant
condition to have).
And by showing you this special cure (as well as other cures peppered
throughout the rest of the ad), they tell you exactly the kind of information you can
expect if you buy their newsletter.
It's shows they're real and they know what they're talking about.
This is a classic magalogue "secret" that's been used for years, and yet so few
copywriters use it.
And you know what?
If you test using an ad with good demonstration like this, versus just giving
away a free sample, nine times out of ten the demonstration ad will blow the free
sample campaign away.
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How To Breathe New Life Into Dying Sales Letters
If you have an ad that just isn't pulling as well as it ought to be (or if it's not
pulling at all), then here's something you can do before you throw in the towel and
move on to something else.
Look, if you know you've done all your homework with your ad -- such as if you
thoroughly researched your market, used proven direct response copywriting tactics
and sent it to people you know are interested in what you're selling -- then chances are
you simply need to take a step back and "reframe" your pitch.
In other words, take what you have, throw it out and start over.
I know that sounds like a lot of work, but it's not.
Because you've already done the "hard" work of doing research.
And usually, you will find you can still keep a lot of the "meat" of your ad in
there, and it's just a matter of changing the angle you're writing from.
For example...
If the ad is written as if it's coming from "you", you can change the point of view
so it's coming from someone else. (In other words, you write the ad, but have it read as
if it's coming from a satisfied customer or authority on whatever you're selling.)
Or, as another example...
if your ad is a pretty straight-forward pitch, you can "reframe" it so it starts out
by telling your customers you want to give them a free gift (without even a hint you
want to sell them something)...and then work into your pitch from there.
Or...
you can start it out as a short quiz or test of their knowledge.
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Really, the possibilities on this are endless.
Those are just a few of the thousands of potential ways you can do this.
And this is where a good swipe file really comes in handy.
Just go through it ad by ad, and start jotting down ideas. See all the different
ways the ads in your file were started, their themes, their headlines, etc.
Eventually, you'll see a good idea you can use for your struggling ad, then re-
frame it in a similar way, and test it again.
Yes, it’s “work.”
But it’s not as much work as it seems. And if it breathes life into one of your
dying ads and puts money in your pocket, it’ll be more than worth it.
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How To Make More Money...By Hiding Your Ads
Maybe this sounds bizarre, but I believe one of the best ways to beef up the
effectiveness and overall response of all your ads, sales letters and marketing
promotions -- no matter how big or small -- is to actually not look at it.
Here's what I mean by that:
When you're done writing your ads, you will be doing yourself a HUGE favor if
you put it somewhere you can't easily get to it for a few days.
If you write your ads on a computer, try saving it to a disc and printing it out,
and then putting that disc and manuscript far away from you. Somewhere you can't
really get to it without jumping through hoops.
Now why would I suggest this?
Simply because when you just finished your ad you are way to emotionally
attached to it. You have to get away from it for at least a week (ideally a month or more)
and look at it again through "fresh" eyes.
Doing so guarantees you will see things you missed -- like misplaced details,
facts that can't be backed up, sentences that make no sense, misspelled words, ideas that
simply don't work, and a whole host of other elements too numerous to cover in an
article like this.
Now, I'm the first to admit this is not easy.
If it's not a looming deadline breathing down your neck, it will be your own
mind and emotions practically begging you to take it out and look it over "just one more
time."
Which is why you should try to find somewhere to put it you can't easily get to.
If you're really serious about this, you can mail it to a relative who lives far away.
That will insure you can't get to it until it's had time to "cool off."
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Whatever the case, it's always helpful to let an ad cool off.
The longer the cool-off time the better.
And if you have to go to extreme lengths to make it happen, it'll be well worth it.
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How To Instantly Gain The Trust Of All Your
Customers
If you'd like to know a sure fire way to write ads so your best, most "ready-to-
buy" customers bond with you, and feel like you're one of their best friends, then this
article will show you how.
As "politically incorrect" as it sounds...sometimes the best way to sell something
is by deliberately offending and turning off the people you don't want to buy.
For example (and this doesn't always work, it just depends on what you're
selling), let's say you sell hunting gear.
Well, if you want to get in "sync" with hunters, you can complain and moan
about all the hippies and liberals who hate hunting, consider it barbaric and think it
should be outlawed.
That way, by writing copy that insults and offends the people who hate hunters
and everything they stand for, you will be empowering your own position within the
hunter market, and creating an environment that makes them much more willing to
listen to and -- even more important -- buy from you.
Especially if they harbor the exact same complaints and it's almost like you're
reading their minds in your copy.
Another example would be if you sell vitamin supplements and herbs.
What better way to sell to "health nuts" (and I consider myself one of them) than
by bashing and exposing all the "dirty little secrets" of some of the power players in the
pharmaceutical industry?
Anyway, here's the point:
Sometimes if you want to bond with and sell to a certain market -- you almost
have to go out of your way to be offensive and repellant to large numbers of people in
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order to get in sync with the people you are going after.
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How To Create Money-Making Headlines Under
Pressure
If you're stuck trying to think of a headline for one of your sales letters or
ads...especially if you're in a time crunch and don't have a lot of time to test or ponder
over it...then the tip in this article will show you what to do.
It's actually pretty simple.
All you do is pull your headlines -- or the main “thrust” of your headlines -- right
out of your customer testimonials.
Sound simple?
That's because it is.
And think about it:
Your customer testimonials are a compilation of the thoughts, emotions, fears
and desires of your market place.
These are the people you're talking to in your ads.
And the more you can zero in on what's important to the market, the stronger
your headline is going to be.
Which is why testimonials –- no matter how vague or poorly written -- make
great headline "fodder."
And if you see a pattern of words, phrases, interests and desires being used by
multiple people...then all you have to do is take those common elements and lash them
into a headline.
Is this the ideal way of doing it?
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Not necessarily.
But if you're in a hurry...if you have to get your ad to the printer in the next five
minutes and you just can't seem to come up with a headline...this is a great "emergency"
way of doing it.
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How To Make Your Marketing Promotions
“Skeptic-Proof”
If you'd like to know a secret way of writing copy to customers who are skeptical
and even outright hostile to the average "sales letter" or ad..then listen to this.
One of the most effective ways to approach writing an ad is with the assumption
the person reading it will -- right out the gate -- be shaking his head and saying to
himself, "what a bunch of bull!" to everything you say.
In other words, with every claim you make and every benefit you throw out
there, just assume the person reading it doesn't believe a word you're saying.
He wants to believe you (if you've targeted your market right). But chances are
he doesn't believe you.
And yet, there is a special way of selling to skeptics like this (besides just
throwing in testimonials and documentation "helter-skelter") that prevents them from
ever thinking your claims are less than genuine.
What is this special way?
This:
Simply think of your ad as a sandwich.
Your "meat" is the claims.
The two pieces of bread are both some form of proof or credibility element (such
as your background, lab tests, testimonials, endorsement from a respected person, etc).
And to make your ad "skeptic proof", every time you make a claim, simply put a
credibility element -- even if it's just a few words -- that backs up that claim both before
and after the claim.
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That way it's kind of like a "double whammy" -- where you won't give the reader
any room to question or doubt you, no matter how fantastic the claim is.
Bottom line:
This simple little technique will make your ads a lot more likely to be taken
seriously and acted on.
Especially if you sell to a skeptical market place that's hostile to the average sales
letter "hype" and language.
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The Childishly Simple Copywriting Secret That
Drives Up Response Almost Overnight
If you want to have an immediate edge over your competition in every ad you
write, then this article will show you how.
Listen to this:
As simple as it sounds (and it is simple) all you have to do to make your copy
stand out from everyone else…and immediately bring you more money…is use a
totally different offer than your competition is using.
That may sound glaringly obvious at first.
But you might be surprised how many people offer almost the exact same stuff as
their competition in their ads.
And I'm not talking about just adding value here.
I’m talking about making your offers completely different.
In other words...
If your competition offers 30 day, 90 day or even a year guarantee, you can "one
up" them by offering a "try it before you buy it" guarantee (i.e. you send it to them and
bill them later, or they pay the freight up front and you bill them later).
Or, if they offer a bunch of ebooks and reports then you offer free email or phone
support.
Or (and this is kind of radical) if they offer wild money-back guarantees -– and
even strong refund plus cash back guarantees -- you can not only offer to refund their
money...but buy them a copy of your competitor's product or service.
And so on and so forth.
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Anyway, doing this one, almost childishly simple act of adding something totally
different to your offer will drive up the response of your copy practically overnight.
And is one of the reasons why it’s wise to spend more time on your offers than your
actual writing.
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A Simple Copywriting Tip That Makes Most
Marketing Problems Instantly Evaporate
If you're having trouble getting your ad started -- of if your ad is sort of lagging
in numbers, and you want to revise it -- then here's a tip you can never go wrong
following.
Check this out:
One of the best all-time quotes I ever heard was from a guy named Earl
Nightingale (Of Nightingale Conant fame) in his video The Strangest Secret.
And the quote went something like this:
If you want to get ahead and succeed in life, just look
around at what everyone else is doing, and do the exact
opposite.
And guess what?
This is even more true when it comes to copywriting.
Especially if your numbers are low and you're in a crowded market.
In other words, if you see everyone writing their ads in a certain "style" -- like, for
example, the super-hyped up "how to get rich" ads use -- then the best thing you can do
is go in the exact opposite direction and tone everything down.
On the other hand, if everyone else is toning down their claims and rhetoric, then
all you have to do is rev yours up.
The idea is to stand out from the crowd and get noticed.
Believe it or not, many times an ad's problems are more a matter of not being
noticed than anything else.
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Bottom line:
Whenever you're stuck and not sure what the best way is to approach writing an
ad, just look at what all your competition is doing and do the opposite.
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How To Use An Ordinary Stereo To Drive Your Ad
Response Through The Roof
If you'd like to know how listening to your stereo can dramatically improve the
power of all your copywriting and marketing promotions, then listen to this.
One of the best ways to give yourself an instant "edge" when writing copy -- as
well as eliminate the anxiety of a blank page or find the answer to a problem you're
stuck on -- is to simply turn on your stereo and pop a classical music CD into your CD
player.
It's true.
In fact, geniuses and "movers and shakers" in all kinds of industries and
professions -- like Albert Einstein and Thomas Jefferson, for example -- were huge fans
of classical musicians -- like Mozart and Bach.
No doubt one of the reasons why is because classical music does so many
amazing things to our minds and bodies.
It helps you concentrate and think more clearly.
It soothes your anxieties and boosts IQ levels (sometimes by as much 9%).
And studies have shown it even enhances imagination and problem solving
abilities.
All of which means if you write copy -- especially if you struggle with it -- you
can do a lot worse than listen to classical music while you're slugging it out with your
promotion.
Try it the next time you have to write copy.
Pop in a good classical CD (I have heard the baroque period is ideal) and see
what happens.
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It could make the entire process of writing copy a LOT easier for you, and
possibly even make your promotions more profitable.
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How To Be “Number One” In Your
Market...Without Even Having The Best Product
Or Service
If you are interested in exploding the profits of all your marketing
promotions...and dramatically driving up the response of your copy...then you need
only ask yourself the following three questions:
1.) How can I be more outrageous in my copy and
marketing promotions?
2.) How can I create a very distinct, "stand out from
everyone else" personality?
3.) How can I actually make my copy and marketing pieces
fun to read?
Does this sound almost too simple a solution to sagging profits and unmet profit
goals?
This may sound almost too easy, but if you answer these questions...and apply
the answers to your business...a whole new world opens up for you.
Here's why:
When you make your ads outrageous -- people will not be able to ignore you.
It was P.T. Barnum's secret over a hundred years ago...and it still works just as
well today (if not better, especially amongst all the lifeless "corporate" ads running
today).
When you create a unique personality in your ads -- a personality people will
remember and associate with whatever you're selling -- people start to identify with
you.
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In fact, they will sometimes even wrap their buying decisions about your
industry around you and what you're doing. And you'll be the very first person who
comes to mind. Even if you're not the "best" choice out there.
And finally, when you structure your ads and marketing campaigns so they are
actually fun to read...then you'll have people actually looking forward to hearing from
you.
When they get your direct mail, email, post cards or read your websites...it's not a
"chore."
It's fun.
It's something they do for a good time, and they are more inclined to hear you
out and buy what you're selling.
Anyway, as simplistic as it sounds, sitting down and devoting some serious time
to answering the three questions above can make a long and lasting impact on your
bottom line, your business and your lifestyle for years to come.
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How To Make Price Irrelevant
If you want to charge up to ten times more money for whatever you're
selling...without touching, tweaking or even so much as adding one single thing to your
product or service...then this article will show you how.
Check this out:
One of my favorite all time business and marketing quotes is from a guy named
Dan Kennedy and it goes something like this:
Money moves in exchange for value
Sounds almost elementary, doesn't it?
But think about it:
The more value you can attach to whatever you're selling in your ads...the more
money you can reasonably be expected to charge for it.
And if you focus less on the "mechanics" of your ads (i.e. the writing, the
structure, the guarantee, etc) and more on creating more value in your copy...then you
will bring in significantly more money automatically. Whether your copy is "world
class" or not.
Let me give you an example of one way this can be done.
Let's say you've created an information product called “How To Triple The Value
Of Your Home...Without Spending Any Extra Money!"
This product is comprised of a 500-page manual, two videos, 3 audio tapes and
11 additional special reports, each of which will further show the customer how to
literally triple the value of her home, without spending any extra money.
And let's further say you charge a whopping $10,000 for this product.
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Does that sound like a lot for a 500-page manual and some tapes? It does only if
you don't explain the value they're getting.
Because, you see, in this case, if you think about it, if you triple the value of
someone's home, then when it comes time to sell it, they will probably be getting ten
times their $10,000 "investment" in your product back.
And if you simply explain that fact in your copy, you essentially create more
"value" for your product out of thin air. And make it a "no-brainer" to order.
In fact, if you do this right, people will feel there is no real choice in the matter.
They'll almost feel like an idiot if they DON'T order from you.
But that's just one example.
You can do this with almost anything.
The key to creating value for your product right in your copy -- without adding
anything to the product itself -- is to simply explain value in a way that makes the price
irrelevant.
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Incredible Copywriting Secret Used By Cults And
Marketing Gurus Multiplies Your Response
Overnight
If you'd like to know a powerful psychological tactic you can use to generate
throngs of new customers, subscribers or leads, then please read this article very
carefully.
Listen to this:
People -- all of us -- are born with an almost desperate need to belong and
interact with other people who share our interests and passions. In fact, "outsiders" are
almost always naturally motivated to become "insiders."
And this need is sort of like fire -- it can be used for good (such as meeting and
doing business with like-minded people) or for bad (such as when cults exploit this
need for belonging in people who are vulnerable).
And when you use it for good in your advertising and marketing promotions, it
will give you an enormous advantage over anyone you compete with in the market
place.
Because when you can get someone to identify themselves with you, your
business or your product, they're basically your customer for life.
Completely loyal and even "patriotic" to your cause.
Luckily for us, there are an infinite number of ways to use this in your copy. All it
really takes is a little bit of imagination.
For example, if you sell a health supplement, you can tell your readers about
how it's the only supplement endorsed and used by the Olympic weight lifting team.
Or, if you sell a newsletter about golf, you can tell your readers how only the
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"best of the best" golfers in the world, like Tiger Woods, have been allowed to subscribe
in the past.
Or, if you're selling tickets to a seminar about making money online, you can talk
about how all best and brightest Internet marketers are going to be there...and how this
event is the only time someone outside of their "circle" can learn from, meet, or hang out
with them.
And so on and so forth.
Bottom line:
If you can tie your promotion into your prospect's need to belong -- to interact
with other people just like him -- then your sales will take off almost overnight.
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How To Make Crazy Promises And Claims In Your
Marketing Totally Believable
If you'd like to know how to make almost every single claim in your ads seem
more credible and believable -- no matter how crazy they may sound -- then listen to
this.
There is a way -- taught extensively by the late copywriter Eugene Schwartz, but
almost never talked about anymore -- to buffer the really incredible and outrageous
claims you make, and make them more likely to be believed.
And that is to try to inject what Schwartz called "the language of logic" into your
sentences.
What is the language of logic?
Well, it's basically words and phrases that give an air of logic, reason and even
science behind them. The expressions and words you'd hear in a courtroom, a lab or
from a textbook.
Like, for example:
In test after test
Science shows
Research proves
Reasonably
But the fact remains
That is a fact
Incidentally
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Irrefutable
The idea here is to "pepper" them in your ad here and there. This is especially
important if you're talking about claims that sound unbelievable.
Because by inserting a word or phrase people automatically associate with truth
and logic, you tone down the "hype" part of the claim, and make it more easily believed.
Here's a "real life" example of how I used this in an ad selling a money-making
product:
“Instead, these experts discovered – what savvy
businessmen still know today – the best way to make a lot
of money very fast is to simply “leverage” off other
people’s time, efforts, resources and money.”
See what I mean?
Words like "leverage" and phrases like "these experts discovered" temper the
claim about making money fast -- making it more believable and easier to accept.
Try using the language of logic with your next ad and see for yourself. Especially
if you're using big promises. You may be shocked at the bump in response you get just
from doing this one, simple thing.
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Copy Editing Secret Makes Your Marketing
Promotions Irresistible To Read
If you want to make editing your sales letters and ads both extremely easy on
yourself and better for your overall response, then this article will show you how.
Look, if you do enough research for your ads and sales letters, you will almost
always have way more content than you can use in your ad.
In fact, the biggest challenge in cases where you have dozens and dozens of
pages of content is not what to put in...but what to leave out.
If you leave in too much information readers don't care about, you'll lose
readership and, thus, sales.
On the other hand, if you cut out information that should stay -- information
people want to read more about, and that helps advance the sale -- then, again, you'll
lose response and sales.
So what's the solution?
This:
When you're editing your sales letter or ad -- and you're going through it
sentence by sentence, and paragraph by paragraph –- simply cut out each and every
sentence that doesn't "wow" your market.
In other words, if a sentence, paragraph or even an entire page doesn't make
your readers say, "Wow! This is absolutely fascinating!", cut it.
The idea being to have an ad where every single sentence is so interesting, your
readers can't get enough of it.
What I like to do is find someone in the market (preferably several people) I'm
writing to and ask them to read my ad before anyone else (including other copywriters).
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But –- and this is important -- I tell them not to read the whole ad. Just to the
point where they are no longer interested in what I'm saying.
This is important.
At this point, I don't want to know what they "think" of the ad. I don't want to
know if they want to buy the product (yet). I don't even want to know if they found any
misspellings or grammatical mistakes.
All I want to know is where they got bored or lost interest.
And every time they tell me where they got bored (especially if multiple people
are telling me the same thing), I completely eliminate that part of the ad. Then, I simply
ask them to read it again...until they get bored. Over and over again, until they are no
longer bored reading it.
Now, this does take time. And if you're on a tight deadline, it may not be
practical.
But it's an all but fool-proof way to edit out anything that isn't absolutely
fascinating to your market without having to guess about it.
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How To Make Dull Guarantees Exciting And
Dramatic
If you want your ads and sales letters to end with a loud, powerful bang --
instead of a limp, whispering thud -- and scoop up significantly more orders and sales
in the process...then this article will show you how.
Listen to this:
One of the most important elements of a good sales pitch is how dramatic it is.
By "dramatic" I mean taking something that is ordinary and boring...and making it
come to life.
And while the entire ad should be filled with dramatic ideas, images and
emotions...it is especially important at the close of the ad -- when you are asking for the
sale.
Let me give you a "real life" example of this, with an ad selling a martial arts
home study course.
Study these two closes and see if you can guess which one will help the sale
more:
“If you're not thrilled with this street-fighting course at
any time within the next year...simply return it for a full
refund."
Okay, not bad. It'll definitely get the job done. It's short, pithy and says what
needs saying.
However, here's what happens when we inject some drama -- some life -- into it:
"...if at any time in the next year you don't think this is the
fastest, simplest and most effective street-fighting system
you’ve ever seen…if you don’t feel the raging confidence
you can take down anyone who dares attack you or your
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family…if your friends don’t actually smell this new, raw
confidence on you when you walk into a room, down the
street or through a dark alley…just send it back and I'll
refund every penny of your money.
No hard feelings...
And No Questions Asked.
See the difference?
The first close just kind of exists. It'll do the job, true.
But it's not all that hard to ignore, either.
On the other hand, the second, more dramatic close doesn't just exist -- it
practically lives and breathes.
It infuses promise, image, emotion and...yes...drama in an otherwise pretty
"ordinary" offer.
And it sets the guarantee -- which is made by a lot of the competition -- apart
from everything else out there.
Bottom line:
If you want to end your ads with a howl...instead of a whimper...simply
dramatize your offer and guarantee.
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How To Instantly Remove Any And All Hesitation
About Buying From You
No matter how disciplined and mentally tough a person is...few things get done
(with rare exception) without some kind of deadline or incentive to do it.
And this is especially true when selling something in a sales letter or ad. Which
is why if you want someone to order from you immediately, it's vital that -- in every
single piece of copy you create -- you include at least one (maybe even all) of these three
things:
1.) A reason to buy now like:
"I just got word today the lab who produces this
remarkable fat burning pill is about to drastically raise
their costs. And the price of each bottle is about to
skyrocket. So don't put this off..."
2.) An incentive for someone to buy now like:
"If you buy the entire year subscription at once -- instead
of paying monthly -- I'll cut the entire price in half!"
3.) Or even a reward for buying now like:
"If you're one of the first five people to order, I'll also
throw in two tickets to a Hawaii vacation get-away
(including air fare, food and loging) and buy you an entire
year's worth of gasoline!"
This may seem simple and "common place" but it's amazing how few people put
much time into this part of their ad.
And the real beauty of doing this sort of thing is that -- many times -- giving even
the smallest "nudge" like this in your ads can make a huge difference in your response
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and sales.
Especially when you have a lot of people "on the fence" about buying...who are
more or less hoping you will give them some sort of "excuse" to buy.
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How To Mentally And Emotionally Glue People
To Your Ads
If you'd like to get people who read your ads mentally and emotionally riveted to
everything you say in your copy -- then this article will show you how.
As simple as it sounds, in order to get a total strangers to push away the blizzard
of different thoughts and stresses in their minds, and give your ad their complete,
undivided attention, you basically only need to do two things:
1.) Talk about something they're utterly and completely
interested in (i.e. Themselves).
2.) Get them to step inside your ad -- and become an actual
part of the sales story you're telling.
For example, let's say you are selling a book that shows people how to get out of
debt.
You could get a good portion of the people reading your ad to forget about
everything around them -- including screaming kids, ringing phones and buzzing
doorbells competing for their attention -- by telling a story where they're the "star".
Sort of like this:
Imagine you were to come home from a hard day's work
and see the usual pile of collector's bills in your mailbox
and cold, sniping voices on your telephone answering
machine.
But instead of getting angry, scared or upset, you actually
start laughing.
And the reason you start laughing is because you've just
been told a "secret" way of getting all those collectors to
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not only stop calling you and sending you nasty mail...but
also...
Forgive Every Last Penny
You Owe Them.
And instead of ignoring these people, you pick up the
phone and call each of these collectors up, one by one, and
say the secret, almost "magic" phrase you just learned.
And then, a few days later, when you come home, instead
of a pile of bills and threats...you find letters from your
debtors telling you your debt is paid in full...and that they
are actually sorry for bothering you at all.
Sound impossible? It's not. It's actually very real. And
thousands of people just like you have been using this
"magic phrase" you used to silence bill collectors and wipe
out their debt forever...
See how that works?
By tapping into your readers' emotional state of mind, and then putting them in a
scene (just like you'd see in a screenplay or book) where they conquer their problems
and live happily after, you involve them on an emotional level -- instead of just an
intellectual level -- making them feel and even experience (in their mind) the benefits of
your product or service.
And the beauty of this technique is that you can pretty much do it with anything
you're selling. All you really need to know is the emotional hot buttons of your readers
and how your product relates to it.
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How To Make Complex Products & Services Seem
“Monkey-Simple”
If you'd like to know how to make something that looks complicated sound
simple and easy to use in your copy, then listen to this.
The key to making something complicated -- like, say, a brand new product
nobody has ever heard of before -- look like it's actually no big deal to use in real life is
to simply show how easy and simple it is right in your ad -- step by step.
One of the masters of this was the late copywriter Eugene Schwartz.
And here’s an example of an ad (he wrote more than 35 years old) selling an
automobile performance boosting widget -– a type of product that automatically, by its
very nature, seemed complicated on the surface -- and made it look monkey-simple:
All you do is this: Open your hood. Locate your
distributor. Simply pull off the wire leading from the
distributor to your engine. Plug on this Japanese
Thunderjet to your distributor. Put the wire back on top of
the Thunderjet. And close the hood.
You've done all the work you need!
Now obviously, this terminology is dated. And back then (in 1971), it wasn't that
hard to figure out where the distributor in your car was.
But here's the point:
If you are selling something that seems hard to use -- whether it's a widget for
cars or a new way of making money –- and if you want to make it look and sound easy
to use, simply walk your prospect through the steps of using it right in your ad.
Believe it or not, this is one of those "little" things that can make a huge difference
in your response.
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Reason why is because nobody really wants to buy something -- even if they
need it -- that's going to make their lives more complicated.
And so, if you're the person who can make the highly-complicated look easy and
simple, then you're already way ahead of the game.
If you want to see this phenomenon yourself, simply test this technique in an ad
you have running already that’s selling something that seems complex.
You'll see exactly what I'm talking about here.
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The John Caples “Milk Bone” Secret
If you want to dramatically increase the overall readership of your ads...then this
article will show you how.
Listen to this:
One of my favorite all time copywriters is John Caples. In fact, I can't think of one
serious copywriter today who isn't influenced by Caples in a big way.
And there is one powerful (yet little-talked about) strategy Caples used in many
of his ads that, when applied today, practically glues people to your ad -- reading every
single word of it all the way through.
What is this strategy?
You simply structure your ads in such a way where you:
1.) Begin with NO "sales talk" whatsoever -- and just give
information.
2.) Then start to intermingle sales talk with information.
3.) Finally, after you've got your reader thoroughly interested
and wanting more of what you have to say...you switch to
pure sales talk and close the deal.
Sound simple?
It is. Which is probably why it's so rarely used anymore.
You see, when you begin your ads in a way where people have no idea they're
reading a "sales letter", you exponentially increase the chances of people interested in
the subject you're writing about reading your ad.
Why?
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Because -- and this varies from market to market -- only about 5% of the people
in your market will buy anything and everything.
The other 95% need to be persuaded.
And if you come right out the gate trying to "sell" them something -- they will
almost always automatically back away.
BUT -- if you approach them as a friend, as someone who has some really
fascinating information you want to share with them -- then people will warm up to
you, and hear you out.
It's a lot like if you see a stray dog on the street who is scared.
If you run up to him and try to pet him and stroke his coat, without letting him
get to know you first, he's probably going to run away from you. Maybe even bite you.
On the other hand, if you slowly walk up to that dog, let him sniff your hand
first, offer him a milk bone and wait for him to start wagging his tail, then you will have
made a new friend.
Same thing goes for selling.
Which is why if you get in "sync" with your readers first (using Caples' formula),
you'll get more people reading and responding to your ads.
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Why You Shouldn't Always Use Testimonials In
Your Ads
Believe it or not, there are some testimonials that should not be used in an ad. I
know that may sound almost like "marketing blasphemy", but it's true.
Here's why:
There are two types of testimonials:
1. Empty testimonials
2. Performance testimonials
Empty testimonials are testimonials that are...well...empty.
They have nothing behind them. They are as empty and hollow as saying, "gee
you're wonderful."
An example would be something like:
"I really liked your new copywriting book. You're a great
writer and I love the color you used on the cover!"
See what I mean? They don't "say" anything that helps advance the sale.
Now, this doesn't make them bad testimonials -- nor does it mean the people who
give these kinds of testimonials aren't appreciated. But it does mean these testimonials
are useless in an ad.
On the other hand, performance testimonials -- testimonials that describe a
certain claim and benefit the person experienced due to the product -- are as powerful
and relevant to the sale as any other part of your ad.
An example of a performance testimonial would be:
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"I put an extra $10,000 in my pocket in 24 hours after
reading and applying the secrets in your copywriting
book!"
See the difference?
An empty testimonial can be ignored (and usually is). A performance testimonial,
on the other hand, is almost impossible to ignore. It becomes a part of the ad itself. As
relevant and useful as a bullet point or sub-headline.
And when placed strategically in your ads, where you can harness their strength
and use them to reinforce your claims, they add an whole new layer of selling power to
your ad that can make a HUGE difference in your response.
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The Incredible Copywriting Secret Of My Left-
Wing Grandmother
If you want to start getting extremely good at persuading people to buy from you
in your copy -- and if you want to do it fast -- then this article will show you how.
Here's all you do:
Every single day of the week, for a month straight, make it a goal to get someone
to do something you suggest.
It can be through an email, on the phone or even in person. The idea being to
sharpen your natural persuasion skills a little bit every day.
For example, I have a grandmother who I vehemently disagree with in matter of
politics. You can't find two people on the planet who have less in common in this area
than my grandmother and myself.
And every once in a while, I will call her up, casually bring up a topic in the
news, and ask her what she thinks.
If we disagree (and we always do -- her being firmly to the left of the political
spectrum, and me being to the right) I will then try to persuade her to my side.
This is not an easy task.
And yet, it's one the single most powerful ways I know of to practice my
persuasion skills.
Reason why is because I'm forced to draw upon every selling tactic and
technique I can think of.
From just asking her "yes" questions (i.e. questions she has to say "yes" to,
thereby getting her more and more on my "side" with every question)…to making my
point in the form of a story…to even going so far as to agree with her -- at first -- and
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then gradually start disagreeing one sentence and idea at a time.
Now, my grandmother, perceptive as she is, pretty much knows what I'm up to.
And it's a fun game of cat and mouse for her. But it is extremely useful for me, as I'm
always using the tools of persuasion every chance I get.
And you can do the same thing.
You don't necessarily have to argue politics or anything "heated", either.
It can be doing something as simple and easy as persuading your spouse to see a
movie you know he/she doesn't want to see.
The topic you pick is secondary.
The important thing is the learning and growing you will do when you are
sharpening your persuasion skills.
At first, if you aren't used to doing this, it may seem awkward, and you may fail.
Don't worry. The important thing is to do something -- anything -- every single day (if
possible) to hone and practice your persuasion skills.
And when you do this enough, and get comfortable with it, you'll find your copy
gets a lot easier to write, and the case you make for buying your product becomes a lot
more convincing.
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Rare Copywriting Secret (Used Only A Few Times
In History) Leaves Everyone Riding Your Coattails
If you'd like to know a way to explode the response of your copy...with even your
savviest competitors riding your coattails for years into the future...then here's how a
few smart businesses have done it in the past.
And why you can do the same thing today with the information in this article.
Listen:
If you want to write ads that propel you so far ahead of your competition there's
little or no chance of them ever catching up to you -- even if your product or service is
technically inferior to theirs -- there's just one thing you have to do.
And that is, quite simply, create an offer so profound...so powerful...it forces
whatever industry you're in (no matter how big or crowded) to adapt.
Let me give you a couple examples.
The first is Domino's Pizza. The story behind Domino's Pizza is it was a failing
college town pizza joint turned multi-million dollar empire -- that came up with the
simple offer of delivering pizza in 30 minutes or less guaranteed.
Sounds simple, I know.
But think about it:
In order to compete, everyone else had to either match that promise or create
something else to rival it.
Today, getting your pizza delivered fast is now the rule, not the exception as it
had been 20 years ago. In fact, the entire pizza delivery business got better as a result of
that one offer.
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And it allowed Domino's Pizza (which, incidentally, doesn't even offer the 30 day
guarantee anymore. At least, not in my area) to dominate the market ever since.
Another example of this would be the eye-wear industry.
20 years ago, it was a miracle if you could get your glasses within a few weeks.
Now it's done on the spot. Why? Because a few savvy businesses like Lens Crafters and
Pearl Vision, for example, raised the bar. They started doing it in house, transforming a
process that usually took several weeks, into just a few hours.
And as a result:
The entire world is better served, as people don't have to wait a week or two to
get their new glasses.
Now, I'm not suggesting it's always going to be possible (or even practical) to try
and revolutionize your business, industry or market.
But it can never hurt to at least strive for it.
And the next time you create a product or promotion, brainstorm on ways to
make your offers so radical -- so completely outrageous in scope -- that people's lives
will actually be improved by it.
Doing so practically guarantees you come up with a stronger offer that touches
and persuades more people than you would have otherwise.
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Copywriting Secret Used By Famous Trial Lawyer
Lets Even "Amateur" Copywriters Beat Seasoned
Pros
If you'd like to know how someone with little or no experience at writing copy
can beat the pants off anyone they go up against -- even seasoned pros who have been
at it for years -- then this article could very well change the way you write copy forever.
Let me ask you a question:
Do you know who Gerry Spence is?
Gerry Spence -- love him or hate him -- is probably THE best trial lawyer who
has ever lived.
His courtroom "miracles" dwarf anything created by Hollywood or TV, and he
has never lost a criminal trial in all his life and hasn't lost a civil trial since 1969.
In fact, he's so amazingly effective at what he does...a leading member of the
defense bar once accused him of "hypnotizing" a jury, and tried to get a judge to ban
him from using such "trickery" in the court.
What exactly was it that makes him so all-fired persuasive and powerful at
arguing?
Well, according to Gerry's book, How To Argue And Win Every Time, the real
"magic" behind his success has nothing to do with hypnosis, mind games or tricks of
any kind.
No, according to Gerry, the real "magic" behind his success is nothing more or
less than superior preparation.
And guess what?
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Superior preparation is what separates the men from the boys in anything in life
-- law, politics, sports, academics and...yes...copywriting and selling.
In fact, according to the late, and brilliant copywriter Eugene Schwartz,
preparation is what lets a copywriter with little or no natural talent beat the pants off a
veteran copywriter with 30 years of experience under his belt.
If you out-prepare your competition -- and have more "ammo" for your ad than
he does -- then, unless your competition gets lucky or pulls some kind of "super
headline" out his hat, chances are you're going to win.
It's that simple.
Plus, when you prepare so much that you have 50, 75 even 100 pages of material
to draw on for your promotions, most of the anxiety of writing an ad vanishes. Dozens
and dozens of ideas for your ad -- like headlines, bullets, offers, guarantees, opening
paragraphs, etc. -- will pop into your head day and night, on "auto pilot."
While your competition is spending all their time raiding their massive swipe
files for ideas and inspiration, your only real concern is catching all your ideas on paper
so you don't lose them.
And while your competition frantically tries to "stitch" their ads together -- using
other people's ideas and work -- you'll churn out fresh, original ads. Ads that don't
sound like everyone else’s. Ads that make people think, feel and desire to buy from you.
There's no magic to it.
If you out-prepare your competition, this will happen. It's as automatic and
reliable a "law" as gravity.
If you don’t believe me, then try it with your next promotion. Insist on having an
extra 30 days tacked on to your deadline and use those 30 days to do nothing but
research and preparation.
Doing so will change the way you write ads forever, and give you an
unbelievable edge over your competition.
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How To Make Your Ad Stick Out Like A Sore
Thumb In Noisy, Over-Crowded Markets
If you want to give your advertising an instant advantage in markets that are rife
with competition...then this article will show you how.
Listen to this:
If you look at most of the really hot and competitive markets -- like diet, Internet
marketing, make money from home, etc -- there's one thing just about all the ads you'll
see have in common.
And that is they all use outrageous promises -- especially in the headline.
In many cases it's almost like a race to see who can have the most inflated
promises without getting in trouble with the FTC.
And simple as it sounds...if you want to cut through all the hype and screaming
many of these ads contain...simply do the exact opposite of what they do in your ads.
For example, let's say you sell an ebook or report on how to make money on the
Internet.
You could do what everyone else does, and try to find more dramatic and
colorful ways of expressing the same basic promise like:
How To Use The Internet To Make Huge Gushing Wads
Of Cash Flow Like A River Into Your Bank
Account...GUARANTEED!
Or, you could go around all the screaming, yelling and multiple exclamation
points...and actually tone down your claim.
Like, for example, focusing more on your "mechanism" (as the late copywriter
Eugene Schwartz called the "thing" that makes your product work) by saying
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something like:
How An Ancient Roman Banking Secret Lets Almost
Anyone Make Money Quickly And Easily On The Internet
Today
Or, as another example, focusing more on a strong proof element like:
"The Internet Marketing Secret Bill Gates Prayed The
'Little Guy' Would Never Discover And Use Against Him"
See what I mean?
There are actually dozens of ways to do this.
The idea here is to go around the competition by taking a completely different
approach.
Doing so is like having at a new car lot full of beautiful white cars...and sticking a
red one in there. Even if it's not as "flashy" as the white ones...it will always be noticed.
And getting noticed -- especially in a hot market -- is usually 90% of the battle.
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How To Get People To Look For Reasons To Buy
From You
Not long ago, I got a sales letter that -- while extremely well written and was
selling a very high-quality product -- committed a truly stupid marketing mistake.
A mistake that probably cost the company running the ad a TON of money in
lost sales.
What was this mistake?
This: In order to make a point, he blatantly insulted the "Intelligent Design"
movement. Saying people who believed it were misguided and not too "intelligent."
Okay so what?
Here's what:
At this time, this debate -- no matter what side you are on -- is erupting around
the U.S.
And if you look at any poll, you will see at least half the people in the U.S. -- and
even a good chunk of people in more secular countries, like the United Kingdom --
don't believe in random evolution.
Which means, unless he was writing to atheists, humanists or other people who
do not believe in intelligent design (he was writing to people who are interested in
making money -- which spans almost every group of people), he automatically turned
away people who disagree with him, by smugly violating their established belief
systems. And in the process, murdered a good portion of his own sales.
Why?
Because when you say something that violates someone's core beliefs -- whether
you're right or wrong -- instead of looking for reasons to buy from you, people will start
to look for reasons NOT to buy from you. Even if they want what you have, and even if
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they need it.
That doesn't mean you will lose everyone.
But you will almost always lose people (maybe even a lot of people) who would
otherwise have bought from you. And these lost sales can add up real fast.
Even Hollywood is finally catching on to this.
Films and TV shows that star the more "outspoken" actors -- especially the ones
who used to bring in tens of millions of moviegoers -- are now flopping left and right.
Even if the movie is good, and even with tons of publicity and "awards".
On the other hand -- and again, Hollywood is finally learning this lesson -- if you
say things that reinforce and agree with your customer's beliefs, then they will be more
willing to hear you out and listen.
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Why Writing Ads In Your Doctor's Office Can
Give You An Incredible Edge Over Your
Competition
If you'd like to become really good at writing bullet points...and do it without
having to copy out other bullet points by hand or spending hours on end studying your
swipe file...then this article will show you how.
Listen to this:
Next time you get one of your favorite magazines in the mail...or even if you are
reading one in your doctor's waiting room...start taking note of the different "headlines"
on the cover before you start reading it.
And as you're reading, whenever you come across a nugget of info like that sort
of "wows" you -- and that makes you sit up straight and say, "gee, I didn't know that
before!" -- condense it into a bullet point and compare it with the ones you saw on the
cover.
Then simply ask yourself (or, even better, someone else) if yours is better? More
interesting? More dramatic?
If not, keep playing around with that nugget of info until your bullet is more
interesting, shocking and dramatic than the ones dotted on the cover.
At first, and especially if you're new to this, yours will probably be a bit rough
and maybe not so good.
And that's okay.
Just keep reading and playing around with the words.
Take the interesting info you find and put a twist on it. Make it a "can't be done"
(i.e. something that sounds almost impossible) statement. See if you can't play around
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with the words and make it so it would be almost impossible for someone not to notice.
Again, if you haven't written a lot of bullets and headlines, this will be a bit of a
struggle at first.
But don't worry. It gets easier. And not only does it get easier...but you will find
yourself getting really good at this over time.
Eventually, it will even be fun for you.
If you don't believe me, try it yourself.
Grab a magazine -- like Cosmo, Men's Health, Popular Mechanics, etc -- and start
reading and digging out bullets.
Doing so will not only be entertaining for you, but it will also give you an
incredible edge over your competition.
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"Long Copy Versus Short Copy" Mystery Finally
Solved
If you have ever wanted to know the real truth about whether long copy works
better than short copy -- or vice versa -- then this article will put this question to bed
forever.
And here's the answer:
It all depends on the sales cycle you’re in, how familiar the market is with your
product, and how many other similar products there are on the market.
For example, let’s say you’re selling a product about a brand new way to make
money from home nobody has heard of.
Well, that’s going to take some explaining.
You’re going to have to differentiate it from the gazillions of other “how to make
money from home” products. You’re going to have to prove it’s easy. That it’s legal.
That it’ll work for the reader. And so on and so forth. It may take 10, 20 even 30 pages or
more to make the sale.
On the other hand, if you sell Viagra -- which everyone knows what it is and
what it does -- then all you really need to do is state the price, a good offer and maybe a
deadline. It may take only a few sentences.
Bottom line:
It’s all relative to what you’re selling and how much your market already knows
(or doesn’t know) about your product.
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Final Words...
I hope you have gotten at least a few ideas you can start using right away to
make your copy pull more sales, orders and profits.
If you have not yet received or read my first book, “The Copywriter's Cheat
Sheet” (Part 1) – with over 300 pages of advanced copywriting secrets and swipe file
ads not easily found anywhere else – you can download it free now by c
For even more advanced copywriting secrets read the letter on
the next page.
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How To Write Great Copy...Without Needing To
Be A Great "Copywriter"
World's most secretive 7-figure copywriter reveals how he does it...and
why you can, too.
Dear Friend,
Do you know you can multiply the response of all your ads by using a certain
(rather crude) swear word?
If you use an order form, do you know you can add as much as 30% (or more)
response with a simple graphic in your word processor’s “clip art” gallery?
If you use email, do you know there’s a way to use some of the tactics created by
spammers and other “e-criminals” so people are actually happy to hear from you -- and
even anxious to read your offers?
These are just a few of hundreds of intriguing (and sometimes downright
bizarre) copywriting tricks of the trade I learned during a phone call with one of the
direct marketing world's sharpest (and most secretive) copywriters.
I'll tell you more about this man's secrets (and how to use them in your own ads)
in a second.
But first you should know that, while this man is not a “name” copywriter, he's
easily one of the best copywriters in the world.
He’s actually so good at writing ads guys like Gary Bencivenga (billed “the
greatest living copywriter”) and Marty Edelston (founder of one of the biggest direct
mail houses in the world)…
Send Him “Fan Mail”
About His Sales Letters.
No joke.
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His stuff is that good.
In fact, world-class marketing genius Dan Kennedy has been using samples of
this man’s work for years in his teachings and seminars -- including in his best-selling
copywriting book, “The Ultimate Sales Letter.”
And when Agora Publishing (another direct mail giant) needed someone to teach
the first (and most important) lesson of their advanced copywriting course…the first
two people they called were the legendary Jay Abraham…and this man I talked with.
Plus, his own ads often run for several years straight -- even against the best
copywriters in the world. He has one letter running now set to rake in at least ten
million dollars ($1,000 per word) before it runs its course.
Anyway, here's the point:
Even though he's not a name copywriter…and even though he doesn't offer
copywriting services…this man is one of the “best of the best.”
And when I got him on the phone he dropped one fascinating copywriting secret
after another -- tens of thousands of dollars worth of advice -- as casually as if he was
chatting about the weather.
For example:
He told me about an incredibly powerful selling secret (often used by top car
salesmen) that almost forces people to believe everything you say in your ads -- even
if your copy is weak, your claims are outrageous and you have no testimonials or other
"proof" elements.
He told me how a lot of copywriters are crippling their income by subscribing to
the National Enquirer, Cosmo, and some of the other publications the "gurus" insist you
read.
He told me why an ordinary golf course is one of the best places in the world to
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create your sales letter headlines.
And check this out:
He also shared some of the secrets he learned while interviewing and talking
with copywriting legend Gary Bencivenga.
Such as why it's actually a mistake to spend a lot of money on copywriting
books, tapes and seminars…The single best copywriting book ever written (that isn't
even a book about “copywriting”)…And a secret way of writing copy that...
Makes People Afraid To Toss Out,
Delete Or Even Ignore Your Ads.
By the way, I took notes like a madman during this. And if you want to know
what some of these secrets are and how they work – simply send a blank email to
As incredible as all these tactics are…they're small potatoes compared to the
million-dollar secret (he calls the "secret sauce” of copywriting) he revealed at the end of
our call.
A secret he's used for the past 12 years to demolish his competition in one of the
most over-heated markets in the world.
In fact, this tactic is so powerful (and simple) you can use it to create money-
making ads on your very first try...
Even If You Break Every Copywriting
"Rule" Ever Invented.
Sounds almost impossible, doesn’t it?
I know, but it's a fact.
And this man I talked with has personally seen people (who knew nothing about
marketing and copywriting) create wildly successful ads from scratch using this one,
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almost laughably easy secret.
Anyway, I'll tell you more about these incredible copywriting tactics in a minute.
But first, I want to tell you exactly who this "secret" copywriter is.
His name is Ken McCarthy.
And even though he's mostly known for being a master Internet marketer and
pioneer...he's also one of the best copywriters in the world.
And while I can't cover everything I learned from Ken in this letter, I can tell you
how to get your hands on all the secrets above -- plus hundreds more I haven't told you
about -- at no risk to you...
And Even Free If You
Choose.
Here's how:
Last year Ken taught a small group of his friends, students and clients all his
copywriting secrets in a closed-door conference in Miami, and taped it.
And besides the people who attended…almost nobody knows these CD's exist.
Yet, they reveal the hundreds of almost unbelievably effective copywriting tactics
Ken has kept to himself for over 30 years.
Secrets he learned while corresponding with the legendary copywriter Eugene
Schwartz. While rubbing shoulders with the world's highest-paid copywriters (like
Gary Bencivenga and Dan Kennedy). While studying advanced psychology and neuro-
science at Princeton University. And while selling in the most competitive industries in
the world -- like Wall Street, Hollywood and the "cut throat" music business.
And you know what?
No matter how hard you search…no matter how many “gurus” you study…you
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can't find many of these secrets anywhere else.
Why?
Because until now…
These Secrets Have Been In
Ken's Head.
It sounds strange, but it's true.
Heck, even Ken's girlfriend Bettina -- who has been his business partner for over
15 years, and sees him working all the time -- didn't fully understand how Ken writes
his copy until this seminar.
Here are just a few of the little-known secrets you'll find on these CD's:
A secret way (almost nobody uses) to legally and ethically make “magic pill”
claims in your ads.
How to use an ordinary water cooler to “pre-test” the response-power of your
headlines.
Two proven “cures” for writers block. (The first one is simply doing a lot of
research. The second one is much easier…and can be found at your corner
grocery store.)
The amazing “wealth attraction” secret of two ex-communist military-trained
killers. (This is the big secret behind Ken's multi-million dollar “System Seminar”
business. And it works even if you have no clue how to market, sell or
advertise.)
How to get people to instantly stop and read your email pitches -- even if you
have a weak subject line.
How to get binders full of glowing customer testimonials without resorting to
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“shameless bribes” or begging.
Why personalizing your emails with your prospect's name can hurt your
response. (And the faster and easier thing you can do instead.)
How to stick out like a sore thumb in even the most hyper-competitive and over-
saturated markets.
The exact place to put your order link in an email to get the hottest, most
qualified prospects to respond.
How to use a journalist's “hidden guilt” (every reporter has) to get your product
raved about in the mass media.
The incredible joint venture secret Ken used to quickly build a million-dollar
business…without even selling anything.
Speaking of joint ventures:
Ken was the first person ever to interview Gary Bencivenga (the world's greatest
living copywriter), and he routinely deals with the biggest names in business and
marketing.
How does he do it?
It’s simple:
He has discovered a simple way to...
Meet And Joint Venture With Anyone
In The World.
And I really do mean anyone.
In fact, Ken watched his cousin use this secret to do business with the Queen of
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England.
Plus, it's so simple it works for almost anyone who uses it. No special contacts,
friends in high places or “million dollar rolodex” necessary.
And guess what? Ken's probably the only copywriter in the world who knows
how to do this. And, before this seminar, he never revealed this secret to anyone else --
not even his closest friends.
When purposely writing a weak headline can massively increase your
response.
How to create “emotional memories” of your product and business so people
always remember who you are and what you sell.
A simple auto-responder secret (often used in “Dear Abby” columns) a few,
very savvy marketers have used to conquer their niches almost overnight.
An extremely effective sales letter close (discovered by Dan Kennedy) that whips
people “on the fence” about ordering into a virtual buying frenzy.
How to use the “left over” headlines and bullet points (you can’t use in your
ad) to drive more traffic to your products, websites and business.
How to sell products and services in your emails…without sending anyone to a
sales pitch.
An incredibly simple copywriting secret (Ken discovered while watching a
paranoid schizophrenic) that makes researching your ads ten times faster and
easier.
How to use simple cartoons to explode your sales…no matter what you sell or
who you sell to. (For example, you'd be amazed at how easily a picture of a
phone operator with her headset on can jack up your response!)
Why starting the name of your business with the letter "A" can sometimes
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drive your sales through the roof...even if you do nothing but wait for the
phone to ring.
An enormously profitable sales tactic (discovered in a popular William
Shakespeare play) that makes your customers willing to move heaven and earth
to order your product...
Even If They Didn't Originally
Want It.
Sound impossible?
I know. But this is 100% real. And if you're not using this simple secret in your
ads...then you're leaving a TON of money on the table.
How to use your accountant to dramatically increase your sales without paying
a penny for his “help.”
How to “nurture” your customer list without sending them even one letter or
email.
How to use your local telephone company to double the power and urgency of
your deadlines
A secret way to use your prospects' natural bad memory to boost the response
and sales of your ads.
A simple direct mail secret (almost nobody talks about) that can instantly
explode the sales of your email promotions.
How to get your competition to help you sell your products and
services...without them even knowing about it!
An ordinary punctuation mark that’s killing your response right now…
whether you realize it or not.
How to use your “mission statement” to increase your sales…even if nobody
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reads it.
How to eliminate prostate problems without taking off your pants? (This has
nothing to do with copywriting...but millions of guys have this problem, and
it's discussed in this seminar.)
An old (but still effective) way to sell your products and services in your ads
with just one word.
An exclusive look at a simple copywriting skill so powerful that, when you
learn it...
You'll Never Worry About
Writing Copy Again.
This secret is almost 100 years old now.
Ken picked it up while corresponding with the legendary copywriter Eugene
Schwartz.
Most copywriters (even those who charge a small fortune to write a single ad)
don't really understand it. And the few that do almost never explain exactly how it's
done.
How to quickly test multiple different versions of your Internet sales letter
without spending a lot of money or even needing to be "computer literate."
How to get your prospects to order RIGHT NOW...without using phony "must
order by midnight" deadlines or other foolish gimmicks that turn people off.
Little-known order form secrets that can as much as double your response in
the next five minutes.
The ingenious selling tactic John Wayne used to become one of the most famous
movie stars in history. (Ken paid for his house -- with cash -- using this one secret
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alone!)
A simple way of knowing exactly which names on your email list will respond
to a direct mail offer.
How to make your strongest claims even more powerful...by toning them down.
The incredible copywriting secret found in the Holy Bible that helped one
famous copywriter sell hundreds of millions of dollars of books by mail order.
The “TV Guide” secret (used by Hollywood moguls and Wall Street money
wizards) that lets you accurately guess the profit potential of your ideas before
spending any time and money on them.
How to use boiling anger to sell dull products and services.
How to use music to get new business in your door...no matter what you sell.
An extremely powerful way (used by 7-Up and Apple Computers) to get
people to revolt from your competition -- and flock to you, your business and
your products.
How to use direct mail to dramatically beef up the response of your email
promotions...without even mailing any letters.
There's more. A lot more.
Including:
How to use an annoying FTC law to your advantage and make even more
sales...How to make your product automatically go “viral”...A secret way to sell your
products so you have almost zero refunds...And a simple, “fool proof” method (recently
discovered by a Harvard psychologist) of instantly knowing which teacher, "guru",
client, or joint venture partner…
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Intends To Screw
You Over.
You won't find this secret anywhere else.
And yet, it can easily save you tens of thousands of dollars and put your mind
completely at ease when doing joint ventures and other business deals -- even if done
purely by phone or email.
Anyway, here's the bottom line:
These are the tactics Ken uses to routinely out-write, out-market and out-sell the
best copywriters in the game.
There are secrets in this course you can't learn anywhere else without writing for
decades and reading and absorbing the wisdom of hundreds (if not thousands) of books
on selling, copywriting, psychology and even neurology.
When you write copy "Ken's way", you can implant buying urges directly in your
customers' minds. Wrap their identities around your business and name. And turn
them into lifetime customers that come to you over and over again -- happily giving
you their money for years in the future.
Quite frankly, many of these selling and persuasion techniques are so powerful...
They're Sometimes Used
By Cults.
But they're like fire.
They can be used for good or evil.
And when used ethically for your products and services (which Ken also shows
you how to do)…you'll be unstoppable.
And don't worry.
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Even though these secrets are incredibly powerful and almost unbelievably
effective, they are still easy to follow and simple to use.
In fact, many of these secrets are so simple (and so instant) people were using the
hotel's Wi-Fi Internet connection to make “real time” changes to their website copy
during the seminar breaks.
That's how fast, simple and immediately profitable Ken makes writing copy.
And when you learn his secrets you'll create money-making ads almost at will --
without struggling with writer's block, without relying on swipe files and formulas,
and...
Without Even Needing To
Be A Good "Writer."
So what do these CD's cost?
The people who were allowed to attend this seminar paid $2,995.00 for a seat --
plus food, lodging and airfare. And when Ken first decided to offer these CD's outside
his private list and clients, he wanted to charge $1,700 or more.
But for now (and this price will go up) you can get the entire 3-day seminar on 13
audio CD's and a printed study guide for three payments of $435 plus shipping and
handling or one payment of $1,295 plus shipping and handling.
Plus, Ken has also decided to give you a generous…
490-Day Guarantee.
Here's what that means:
You have 490 days (almost a year and a half) to use these copywriting tactics in
your ads and sales letters. If you aren't 100% happy and satisfied during those 490 days
for any reason...Ken will buy the course back from you.
No hassles and no questions asked.
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Which means you can basically use everything free, if you choose.
But you'll have to hurry.
Ken has already raised the price once, and is planning to do so again soon.
This is not some cheap "copywriting" gimmick to get you to order right away,
either. Ken is well-respected in the direct marketing business and routinely raises his
prices on his products and services as demand rises.
Plus, he is also talking about removing some of the more "controversial" tactics
he doesn't want a lot of people outside his private list using.
So the only way to make sure you get it this raw and "uncut" information is to act
now.
Here's how to order:
Pick up the phone and call 1-845-757-5037 or go to:
www.secretcopywritingtactics.com/order.html
Remember, you are covered by a 490-day guarantee. That takes all the pressure
off you, and lets you use the course free, if you choose.
Sincerely,
Ben Settle
P.S. One more thing: A few years ago Dan Kennedy noticed many of the highest-
pulling ads ever created use the exact same “clicks of the dial” -- special phrases, ideas,
offers and themes that can super-charge any ad (no matter how “plain Jane”) with an
incredible amount of power and “sell.”
When Ken used a few of these "clicks" in his own ads his response soared through the
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roof.
He actually made so much money using these clicks…he paid someone to study
hundreds of million-dollar ads and dig out every single click ever invented.
Turns out there are 26 of them.
And they're all contained in a secret list…
Now Worth A Fortune To The
Few Who Possess It.
In fact, Ken has been offered thousands of dollars on the spot just to get a look at it.
And as insane as it sounds, Ken is giving this list away free with his copywriting course.
But you must order right now to get it.
This offer really could vanish tomorrow. Maybe even tonight. So hurry. call 1-845-757-
5037 or go to:
www.secretcopywritingtactics.com/order.html
What Copywriting Pros And Marketing Masters Are Saying
About Ken McCarthy And His Advanced Copywriting Secrets:
The testimonials below are exceptional results and are not intended to represent or guarantee
that anyone will achieve the same or similar results.
“Some Of The Best Copy I've Ever Seen”
“I have to tell you, as one copywriter to another, that the copy you've been turning
out for The System is some of the best I've ever seen. It triggers great desire, with
just the right mix of benefits and explanation of the 'how to' behind them.” - Gary
Bencivenga, Universally acknowledged as the world's greatest living direct
response copywriter
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“Included Examples Of His Ad Writing In
My Books And Courses”
"I've been so impressed with Ken's mastery of marketing that I've included examples
of his ad writing in my books and courses." - Dan Kennedy, world famous marketing
teacher, copywriter and speaker
“Inspiring And Informative”
“Having bought and read just about everything under the sun on copywriting (and
having contributed a few pages to the glut myself), it's not often I come across
something on the subject I find as inspiring and informative as your writing.”- David
Deutsch, world-class freelance copywriter with million dollar controls for Boardroom, Phillips
Publishing, Rodale and other major league mailers
“Entrepreneurs Are Missing The Right Copywriting
Approach Because They Don't Know This Exists”
"There's no doubt that a lot of entrepreneurs are missing the copywriting approach that
would work best simply because they don't know (your course) exists." - Perry Marshall,
Google AdWords Expert And Master Copywriter
“Great Copy!”
"Great copy!" - Marty Edelston, founder and publisher of Bottom Line Books (in response to an
email pitch Ken wrote)
“Now Some Of The Biggest Name Marketers On The Internet
Want To Know What My Secret Is”
“After using the ideas and tactics from your copywriting seminar I became a top
affiliate for a major product launch (with a list size of only 1300, while other affiliates
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had lists ten times the size), and now some of the biggest name marketers on the
Internet want to interview me and see what my "secret" is - Brian T. Edmondson
“I Feel Privileged To Be One Of The First
To Hear Of This”
Ken, without question, your new method of copywriting is the most significant
advancement in sales copy training in the last decade...bar none! I feel so privileged to
be one of the first to hear of this - and urge serious marketers to sign-up to your next
seminar - they'll be richly rewarded.” -Geoff Carter
“Like Nothing Else Out There”
“I wanted to say how much I enjoyed your copywriting course. The content really was
like nothing else out there on the subject of copywriting. Your methods make a more
than welcome change to the ever-present hyperbole ridden stuff that pervades much of
the Internet today. Thanks again, I know your way is the future for copywriting."
-Duncan MacIntyre
“My Mind Is Way More Relaxed Now
When I Write Copy”
“Ken, since attending your copywriting seminar sales from my copy have shot through
the roof. Even better: My mind is way more relaxed now when I write copy -- which is
worth even more than the money to me.” - Plato Rosinke
“Nothing Even Comes Close”
"I have spent thousands of dollars and countless hours learning 'copywriting' from
people like (names removed), and nothing even comes close to what I have learned in
just the first 4 CD's of Ken's course." - Dr. Jamie Fettig, ND
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“My Sales Conversion Instantly Doubled”
"I implemented just one of Ken's suggestions in my copy and my sales conversion
INSTANTLY DOUBLED from 1.9% to 3.8% in a split-test. And that was only the first of
his ideas I tested." -Matt Clarkson, UK
"Puts The Other [Copywriting Courses] To Shame”
"I have quite a few courses on copy - and your course puts the others to shame. I've lost
count of how many times I've listened to the CD's and each time I pick up something
new." - Rogerio Jorge Caridade, UK.
"Absolutely One Of The Best"
"I have been reading Ken's writings for about two years. Compared to others in the
copywriting field I think he is absolutely one of the best." - Raymond Atkins
"Will Listen To It Again And Again"
Ken, I think your Copywriting course is the best I have ever listened to. Your love and
understanding of the subject matter certainly shows through. I will listen to it again and
again." -Tony Seruga
"In A Class Of His Own"
"I've attended a couple of Ken's System seminars...and I have to say he's in a class of his
own. Not only that, he's a world-class copywriter. I truly enjoy reading ALL his emails
and promotions." - Tony Ostian, professional copywriter
“Added The Most Value Of Any Speaker”
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"My husband Tom and I are on the Gene Schwartz calls. So far, you've added the most
value of any speaker, by a factor of 10!" - Pam Dodd, Professional writer (Note:
Copywriting masters Jay Abraham and Bob Bly were on the call, too)
“Hands On Tuition”
“I have used other copywriting teaching materials in the past (books, courses, audio
programs) but I have never had the 'hands on' tuition that Ken McCarthy provides at
his seminars.” - Bernard Howes, UK
"Surpassed Our Original Goal Of $100,000"
"I wrote to Ken to ask for advice on how to raise money for an orphanage on the verge
of closing its doors due to a financial crisis. A few days later, a letter arrived from him.
We mailed his letter without changing a word and within a few days surpassed our
original goal of $100,000." - Deborah Solomon, Fundraising consultant to The Pikler/Loczy
Fund USA
“I No Longer Get Writer's Block”
“I attended Ken's copywriting seminar almost a year ago, and I can say without
hesitation that it was a more profound and useful workshop than any other I've ever
attended. Copywriting is no longer the 'hit-or-miss' task it was before and I no longer
get writer's block.” - Howie Jacobson, PhD, NC
“Instantly Improved My Response Rate By 42%”
“One minute - literally one minute - after talking to Ken McCarthy and 282 words (I
counted them), he shared some advice with me that instantly improved my response
rate 42%. All from just 282 words of advice.” - Dr. Max Vogt.
Get your hands on these incredible copywriting CD's today. You get 490
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days to use and try everything for yourself.
So hurry. call 1-845-757-5037 or go to:
www.secretcopywritingtactics.com/order.html
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