Author Topic: Modern Copywriting Secrets - It's Not As Difficult As You Think  (Read 8830 times)

Offline Mark Austin

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Modern Copywriting Secrets - It's Not As Difficult As You Think


Regardless of what you may believe, you have to be completely aware of what your
potential customers believe if you want to be successful in selling to them.


Professional copywriters have a dirty little secret. No matter what they may say, they have a vested interest in keeping their art mysterious and out of reach. While many top copywriters do offer training or coaching, it is usually at a hefty price.

Who can blame them?

A decent but relatively unknown copywriter can earn $2,500 per assignment. The average for pros is $6,500. Well-known copywriters routinely earn up to $15,000 or more per gig. The superstars ask for and get a percentage of the take too. Their profit from a single sales letter can be $50,000 or more. (1)

Here's what Paul Hollingshead, creator of "Can You Write a Letter Like This One", has to say:

Quote
Get paid $210,000 to write 12 letters? It can (and does) happen. A writer with an established track record can command $8,000 per letter. So 12 letters pays $96,000 in writing fees alone.

Now let’s say six of those letters become “controls” — which means they bring in the most money and keep mailing time after time. If, over the course of a year, each of those six letters mails five or six times, your royalties can add up to another $120,000.

That’s over $210,000 a year writing one letter a month! More letters = more writing fees. More controls = more royalties! (2)

Aw, come on! Do they really make that much money?

Well, if a budding copywriter can master the art of marketing himself — not all do; many fall by the wayside — then he's got a cash cow by the tail.

Let's listen to Carl Galletti, one of the Internet's copywriting elite.  For a long time, he's been a highly respected copywriting coach and sales letter writer commanding impressive fees for his finely honed skills.

Quote
I called my copywriting course “The Copywriter Protege Program” and now charge $5,000.00 for it. Actually, it was probably too cheap considering that writing one single sales letter for a client could bring you $5,000.00 - $6,000.00, even for a beginner. Seasoned professionals make up to $15,000.00 per assignment and more! (3,4,5)

After hearing this, if you want to run out and become a copywriter, we understand!  But writing for yourself is one thing, while writing for others, which means dealing with clients, is quite another.

Writing for others means that you have to study their product and their market. You end up doing all of the things that you would do for yourself anyway.

That's why many copywriters start out writing for others, get very picky about who they will work for, and end up writing sales copy mainly for their own projects. In other words, they discover it is more profitable to market their own products than to help other people market theirs. Here's how Carl Galletti describes his journey from copy hustler to independent entrepreneur.

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You know, I can remember talking with Gene Schwartz on the phone one day, and he was telling me how he wrote a letter for “The Encyclopedia of Natural Healing” and how it sold 1,980,000 copies at $25 a piece. I quickly did the math and screamed... "Holy Cow! That's Nearly $50 Million Bucks!!!"

He laughed and said, "Yeah, I guess that's about right." That totally changed my life. From then on, I decided that one day I would be writing copy ONLY for my own projects. It was hard at first. I mean, getting paid $6,500.00, $10,000.00, and up to $15,000.00 to write a sales letter or website is pretty good money.

But I was determined. And eventually, I fired all of my clients and set out on my own. Now I make much more money than I ever did working for clients. And it's much more satisfying. It's a lot more exciting to work on my own projects and joint ventures than someone else's. (6)

We say go to the head of the class and start out as a marketer who writes his own copy. You will be amazed at what you can accomplish with the help of our very special copywriting course.

See, this course is different.

Why is it different?

It is different because absolutely NOTHING is held back!

That's right. Everything is revealed.

Everything?

Yes, because we have absolutely no reason to hold anything back.  We spent tens of thousands of dollars learning the secrets of the copywriting masters so that you wouldn't have to. Our loss, the high cost of our fancy copywriting education, is your gain.

So, honestly, we think this course is worth at least $5,000 to you. Maybe $10,000. Maybe even $25,000 or more.

We can say that because (a) you will save crates of cash on your copywriting costs by doing it yourself, (b) you will save tons of money by not having to go to expensive live copywriting trainings and (c) if you do work with a copywriter, you will be in a position to negotiate a cut rate because he will instantly recognize that you are a knowledgeable and sophisticated client.

Clients who understand copywriting and do it for themselves are a ray of sunshine in the copywriter's life. Copywriters write copy because they like writing and other tasks related to it, such as psychology and research.

They don't want to deal with copywriting morons. They especially don't want to be bill collectors. And they love talking to clients who know copywriting themselves. Hey, they might actually learn something from such a client, and good copywriters are always eager to learn and get better at their craft.

So we suggest that you take full advantage of this course that is in your hot little hands right now.

Visualize us handing you a huge stack of hundred dollar bills. That's what we're doing. We're literally handing you real cash money.

Traffic is important, but it doesn't mean much without conversions. The key to conversions is copywriting.

Do the math. Good copywriting makes more conversions. More conversions means more money. That's how good copywriting, even the very expensive good copywriting by the proven pros, justifies itself.

If you're going to get bit by the copywriting bug, then this powerful course should put you into a blazing hot fever. We think copywriting is exciting, whether you do it just for yourself, do it for others, or both.

You don't have to write for others, of course. If you can write your own copy, be it emails, squeeze pages, long sales letters, or joint venture request letters, then you can save a ton of money.

If you write up some copy and find that you're not totally happy with it, you can still send it on to a writer or editor to clean it up and tweak it.

Writers would much rather start with something than have to invent from nothing. Plus, they won't need to charge as much because the work required is less. So either way, you save money.

This one-of-a-kind copywriting course will wake up the copywriting genius within you. You will see exposed before your very eyes the true "secret" working parts of the successful sales letter. You will be shown what order they are supposed to appear in and how they work together.

In short, you will learn precisely how to create your very own copywriting money machine. After you learn how to make one such moneymaking machine, you can then make as many as you want.

You will be given an actual map or template to follow. Think of it as a recipe. Follow the steps. Bake a cake. Yum!

The mystery will be unveiled. The smoke and mirrors that the top Internet copywriting gurus have maintained over the real secrets will vanish.

At last, the smoke is blown away.

Finally, the mirror is smashed to bits.

Before you will stand the naked truth of copywriting: the Secret Formula That the Top Copywriting Pros Don't Want You to Know!


Let's Bust 5 Big Copywriting Myths Now!

Let's begin the party by busting five major copywriting myths wide open.

To make this a little more interesting, first, we are going to just give you the myths. We want you to mull them over for a minute.

Now, you may not think these five statements are myths. You may think that they are facts, that they are truths.

They are not truths. They are lies.

They are the lies that the million dollar copywriters want you to believe. Well, their information dictatorship is about to end. Their precious secrets are stampeding out of the secrecy corral like so many wild mustangs!

Myth #1: Copywriting is writing.

Myth #2: Copywriting is selling.

Myth #3: Copy is the most important factor.

Myth #4: The copywriter talks to a group of people.

Myth #5: The focus of good copy is on the words.


Copywriting Myth #1: Copywriting is writing

We're going to explain all of this later in more detail. The key point to get here is that just about everybody thinks that copywriting is something that writers do. Therefore, you have to be a good writer to be a good copywriter.

Most people do not consider themselves writers like that, so this would seem to exclude most people from becoming good copywriters. But this notion that copywriting is something done by writers is completely false.

Here's the truth, and it's a truth that the big copy dogs would just as well keep from us.

Copywriting... Is... ASSEMBLING.

In other words, when it comes to putting together a sales letter, long or short (like a squeeze page), the correct question is not, "Can you write?"

The correct question is, "Can you assemble?"

Can you assemble the various working parts that make up a sales letter money machine?

The answer to that question, for just about anybody, is, "Yes. Of course, I can assemble. Give me the parts. Give me the directions. I will assemble it."

So, here, we will be giving you the parts and directions. We will show you how these parts work together. You will learn how to assemble a sales machine.


Copywriting Myth #2: Copywriting is selling

Here's another widely held belief that seems obvious and intuitive.

Of course, copywriting is selling. After all, the result is called a sales letter, isn't it?

Well, yes, the outcome, the copywriting sales machine, is called a sales letter. Yes, it does do the selling in print. Indeed, the sales letter is, as was famously said in 1905 by John E. Kennedy, "salesmanship in print." (7)

However, the reality is that a good sales letter does not try to sell. It does not sound like it is selling.

Why? Because the sales letter does not need to sell. Instead, the sales letter needs to get out of the way.

"Get out of the way? Get out of the way of what?"

Get out of the way of the product and its benefits.

What sells the product? The product itself!

So that leads us to our second "real world" copywriting truth.

The Benefits of the Product Sell the Product

The sales letter does not sell the product.

You don't sell the product.

The product sells the product. Specifically, the benefits of the product are what do the selling.

First, we saw that writing a sales letter is not really "writing"; it's assembling.

Now we're learning that the real job of a sales letter is not selling. The real job of a so-called sales letter is to make the benefits of the product transparent to the reader.

That's a mouthful, so please digest it for a moment.

Consider this scenario. You just bought a new car. You are thrilled by it. Everything about it exceeds your expectations.

Just like every Thursday night, it's poker night with the boys. As you're playing poker, you talk about your new car. You talk about the thrill and the excitement of driving this car. You go on to talk about all of the benefits of this car for you.

You are being completely transparent. You are a walking, talking advertisement for this car. It's the best kind of advertisement that there is.

Are you selling?

If what you were saying was transcribed and put in the form of a sales letter, could it be said that you were selling?

Even if what you said was transcribed, turned into a sales letter format, and then used by a car dealer to sell cars, could it be said that you were selling?

No, no, and no. No, you were never ever selling.

So if you didn't do the selling, what did the selling?

The benefits did the selling. The benefits of the car sold the car.

What you were doing was skillfully communicating the benefits of the product in a completely transparent way. You got out of the way and let the product speak for itself through you via its impressive life-changing benefits.

Likewise, a so-called "sales letter" does not sell. It communicates the most valuable benefits of the product.

Okay, copywriting is assembling. Now, we have our second clue too.

What are we assembling?

We are assembling benefits.

Allow us to demonstrate.


Benefits Do the Selling: a Demonstration

Let's say that you have $10,000 in your bank account. This is your "liquid" money. You could write a check on that money today if need be. You have more money elsewhere, but it's tied up.

This $10,000 is really all of the "spare change" that you can spare. But you could write a check for up to $10,000 on the spot if you needed to do that.

Okay. Now I'm going to sell you a house. It is the house of a famous celebrity.  In fact, it is Oprah Winfrey's Fabulous Montecito Estate. (8)

Quote
Dear Guest,

Hi. As you probably know, Montecito is near Santa Barbara, California. It benefits from the very strong Santa Barbara real estate market.



Oprah Winfrey is one smart cookie. She bought the 45-acre Georgian style luxury estate in 2001 for a cool $52 million. Guess what? In 2008, it was appraised for about $90 million. (9)

Would you like to buy this house today for $10,000?

You will have to write a check for $10,000 today on the spot.

Yes? No?

I absolutely guarantee that this is real.

You will see the proof of this long before you have to actually hand the check over.

I need your decision in the next minute.

Are you in or are you out?

Sincerely,
S. Uchadeal


That's the end of our "sales pitch."

So now, even though we have just started this training, you have already learned something fantastic.

You have learned that the real big hush-hush secret of good copywriting is that copywriting is neither writing nor selling.

Good copywriting is something much simpler and much easier. Good copywriting is doing a good job of assembling benefits.

In the example of the Montecito house, obviously, price helped to make the sale. But if instead the house was a tiny cracker box, had termites, needed a new roof, and was located in a bad neighborhood known by police for its deadly gang activities, the same benefits would not be there.

Was the above short piece about the house a sales letter?

No, not really. It was just a description.

Then we asked if you wanted to part with your $10,000 for it.

Just give us a simple “yes” or “no.” No selling. No pressure. Nothing clever.

We did say that it was guaranteed, that the deal was real, and that we had proof. It is likely that you would have asked if this was a joke, if it was real, anyway.

But we didn't have to say that. We said it just because the question might be in your mind. All we really had to do was to ask for the money.

Chances are, assuming the deal was genuine, you chose the transaction. You bought the $90 million dollar house with your $10,000!

Who sold the house?

We sure didn't sell the house.

We showed a picture. We wrote a short description. We asked for $10,000.

That's not selling.

That's making the benefits transparent.

So it really was the benefits that sold the house — benefits in conjunction with an incredible offer.

The benefits always do the selling. The copywriter doesn't sell. The sales letter doesn't sell.

The benefits sell. The so-called copywriter assembles the benefits. Then the benefits, having been ordered in a certain proven way, do the selling.


Copywriting Myth #3: Copy is the most important factor

The above exercise with the Montecito estate may seem to imply that price is the most important factor. But it really isn't.

The most important factor, the most desirable factor to have, is a hungry market. So it's not price. It's not benefits. It's not the copy.

The Most Important Factor Is a "Starving Crowd"

We got this idea from the late great copywriting genius Gary Halbert. Here is how he put it in his free online "The Gary Halbert Letter." The website is now maintained by his professional copywriter son Kevin Halbert.

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Please pay careful attention. What you are about to read is deceptively simple... As you may or may not know, every once in a while, I give a class on copywriting and/or selling by mail. During these classes, one of the questions I like to ask my students is: "If you and I both owned a hamburger stand and we were in a contest to see who could sell the most hamburgers, what advantages would you most like to have on your side to help you win?"

The answers vary. Some of the students say they would like to have the advantage of having superior meat from which to make their burgers. Others say they want sesame seed buns. Others mention location. Someone usually wants to be able to offer the lowest prices.

And so on.

Whatever. In any case, after my students are finished telling me what advantages they would most like to have, I usually say to them something like this: "O.K., I'll give you every single advantage you have asked for. I, myself, only want one advantage and, if you will give it to me, I will (when it comes to selling burgers) whip the pants off all of you!"

"What advantage do you want?" they ask.

"The only advantage I want," I reply...

"Is... A Starving Crowd!"

Think about it. When it comes to direct marketing, the most profitable habit you can cultivate is the habit of constantly being on the lookout for groups of people (markets) who have demonstrated that they are starving (or, at least hungry) for some particular product or service. (10)


Copywriting Myth #4: The copywriter talks to a group of people

We just said that the copywriter is marketing to a "starving crowd."

So, why is this fourth statement a myth?

Yes, we do want to reach out to a starving crowd. We want to get our message out to lots and lots of people who are hungry for our offer.

But the fine distinction, the tiny but critical twist, is that the way to do this when you are at the stage of assembling your benefits is to shift your thinking from a faceless group to a representative individual.

Here is an illustration.

First, think of yourself. Then think of a group of people. Now, try to relate to each person as an individual while at the same time you continue to think of them as a group.

What you will likely discover is that the way your mind works is that you can either relate to each person one on one or you can relate to the group as a whole, but you can't do both well at the same time.

The research phase is very much needed though. That's the right time for you to think about your target market as a "starving crowd."

You ask questions like, "What do they buy? Where do they shop? How do they think? What are the emotional drivers behind their buying activity?"

But when you get down to the actual writing, to the assembling of the benefits, you change your focus. You go from focusing on the group as a whole to focusing on one symbolic individual who is an excellent representative of the group. You may even give her a name.

This symbolic person is sometimes called a "customer profile." Sometimes, she is called an "avatar" or a "psychic image."

The point is that a good sales letter is like a conversation. When the person in your target market is reading the sales letter, he/she is just one person. He/ She reads that letter as if it is a personal letter written to and for him/her.

So when this letter is assembled, it needs to be assembled with an individual person in mind. That way, it will have the right "tone" or "voice." This highly effective tone or voice is that of an open, friendly, one-on-one conversation between two people who care about the same problem.

Other tones are possible, such as the authoritative tone of an established expert, but the friendly one-on-one tone is reliable, proven, and easy to do. When assembling the benefits for a sales letter, it is crucial that this tone, whatever it is, be maintained with great consistency throughout the letter.

If this tone is not totally consistent throughout the letter, the reader will smell a rat and realize that he/she is being "sold." Since the friendly one-on-one tone is the one that we are all comfortable with, it is usually the best tone or voice to use when learning "salesmanship in print."

The one person, you, have found a solution to this problem. The other person — let's call her Cynthia — is looking for a solution. Your paths have crossed. Like the enthusiastic new car owner we mentioned earlier, you are excited about sharing the life-changing benefits of this new solution.

The two of you sit down. Remember, you are not "selling" them. You sit down, perhaps in a nice coffee shop. You sit down in the same booth.

You are facing each other. You can see their face. You can look into their eyes... and they can look into yours.

You talk to them passionately about the benefits of this product. This is a great product. In fact, it is such a great product that the benefits speak for themselves. Your contribution is your passion, your enthusiasm, your tone of voice as you speak to them person-to-person, one-on-one about something that you both care about deeply.

So when you assemble these benefits, you want to do so with one symbolic person in mind. Then your conversation about benefits, as you assemble them and stack them one on top of the other in front of the reader, will ring true for your readers. Your voice, the voice you would use with them in the coffee shop or at the baseball game or shopping for shoes, will sound authentic.

The Benefits Conversation Is with Just One Person

This symbolic person embodies the story or narrative of your market. This one person you communicate with in your imagination is your best customer.

Thanks to your symbolic best customer, you can better understand the problems, pain, and driving emotions of your market. You are better equipped to discover where they hang out and where to best advertise.

Some marketers go so far as to create an imaginary character with a name, location, family, backstory, habits, preferences, and personality. This is identical to a professional technique used by novelists and screenwriters.

Using this strategy, they are able to fully visualize their characters and bring them to life. It's not for everybody, but this creative approach demonstrates the positive power of the imagination in business for tuning into a market.

That's why we say that the art of the sales letter is assembling benefits for an individual with a face who belongs to and identifies with a starving crowd who all have the same urgent problem or burning hot desperate need.

We have one more myth to debunk.


Copywriting Myth #5: The focus of good copy is on the words

This is the last stand of the superstar copywriter's claim to having an exclusive service, special gift, or rare talent that demands high dollars:

"We are word magicians. We are masters of the written word. We are experts in using words to sell in print whether it's online or via direct mail. We have the unspoken mega-secrets. We keep them hidden in a treasure chest in our Copywriting Superhero Cave. Yes, we are the keepers of the coveted billion- dollar copywriting secret sauce. The only way is through us!"

Frankly, that's a bunch of crap!

In one form or another, you hear the copywriting big cheeses online shouting statements like the above. By the way, we were only slightly exaggerating!

Honestly, that really is what they are saying: "I am the way. I am the light. No man gets to the great copywriting riches except through me."

Incredibly, this sales strategy works.

In the psychology of marketing, this strategy is called "magician mystique." You become the go-to expert because you know the secret moneymaking voodoo that you do. Nobody else knows this stuff. Only you know this stuff.

It works as a hypnotic suggestion: "Oh, he is a magician. That means that I can't understand him. Right. So I should just do what he says. Okay. I will pay him the $10,000 that he wants. Then he will wave his magic wand. Cool."

But the mind-control shenanigans of the copywriting superstars are not our focus. We are talking about the true role of the words in the sales copy.

Yes, it's hard to imagine how in a sales letter full of words that the words are not really the focus of the sales letter. Of course, we admit that the words serve an important purpose. But this purpose is not what most people think it is.

Furthermore, some sales letters, including some very effective online squeeze pages and long website sales letters, are all words!

Yes, they are all words. There are no pictures, no video, no audio, no special anything.

There's just a bunch of words on a page. Some of the headlines may be red or some other color. Maybe a yellow highlighter has been used as an accent. But there really is just words and more words, and nothing else.

So even then, when the sales letter consists of only words, is this myth really a myth?

Yes, and here's why.

If the words call attention to themselves, it is a terrible blunder.

If the words call attention to the seller (unless that is the purpose of the sales letter), it is a terrible blunder.

If the words call attention to the sales process so that the reader understands that he is being carried body and soul through a deliberate prefabricated covert sales process, it is a terrible blunder.

(There are exceptions, but it is very advanced to expose the fact that you are selling them with all of your might. This tactic is not for "copy cubs").

So, if the words are not on the page to draw attention to themselves, to the seller, or to the salesmanship, then what is their function?

The function of the words in a sales letter is to disappear. They are to disappear and become a complete transparency, an open window.

The reader looks through the words into the fulfillment of their desires. He/She looks through the words as if they are a window into the painful hell of his/her problem and the heavenly release of the solution expressed by the powerful benefits of the product.

A strong desire can bring pain. A strong desire can bring pleasure.

But a strong desire is never neutral. A strong desire demands action, even if that action is avoidance.

We instinctively move away from pain. We naturally move towards pleasure.

The words on the page are a window that the reader looks through in order to create and feel the mental picture of their pain and agony and the mental picture of their tremendous relief from that pain via the product.

Here is the correct answer. Here is the fifth myth debunked.


The Focus of Good Copy Is on the Desire Image that the Reader Unknowingly Creates in His Mind

If the words call attention to themselves, then the reader will stop at the words. He/She will not fall into a sales trance where he/she is subjectively living in his/her mind a dramatized intensification of his/her problem and his/ her dramatized rescue from his/her problem via the benefits of the product.

Some experts call the words of the sales letter the "surface structure."

These same experts also have a name for the desire image that is created by the reader in his/her mind that then evolves into an emotionally compelling command as more and more vivid details are revealed through the flow of the sales letter assembly. They call it the "deep structure."

The sales letter came before television. Now that we have television, we have something called an infomercial.

In the half-hour infomercial, the seller has plenty of time to visually dramatize with actors, sets, scenery, talking, music, and special effects the hellish pain of the problem and the heavenly freedom of the solution.

When we look at the sales letter through the lens of the modern TV infomercial, we realize that the sales letter IS an infomercial. It is the script for an infomercial that the reader is going to play in his head.

It would be silly, ineffective, and a waste of time and money for the seller to run a 30-minute infomercial spot and just roll the script for the infomercial across the TV tube.

Likewise, it would be silly, ineffective, and a waste of time and money for the sales letter benefits assembler to draw attention to the words that he has chosen to use for his conversation with the individual "avatar" who represents his starving crowd target market.

Instead, the words are just a tool, a means to an end. That end is the creation of an image in the reader's mind of his/her desire that is so vibrant, so juicy, so colorful, so alive, so compelling that he/she is emotionally driven to perform the action commanded at the conclusion of the sales letter.

Perhaps this sounds manipulative. Let's put this into context.

The reader has a problem. We have a product with great benefits that literally solves that problem.

We set out to transparently reveal the benefits of this product. We got out of the way and let these benefits speak for themselves.

We organized these benefits. To be exact, we assembled them in a special way in a certain order — the top secret pro sales letter template we will get to in a moment — that makes them more easily grasped.

Of course, our choice of words is important. But it is also very important that we understand why we are choosing those words.

That is another reason why we say that it is a myth that copywriting is for writers. Writers write words so that people will look at their words and say "Oh, what beautiful words. Oh, what brilliant language. Oh, what a clever turn of phrase."

In contrast, the sales letter benefits assembler wants to disappear. He checks his ego at the door. His goal is to convert the customer, not draw attention to his brilliant wordsmithing.

You don't want the reader to see your words. You want him/her to see his/her desires.

In fact, you don't really want the reader to see your words at all.

You want your reader to literally look right through the words and feel them!


Here Are the 5 BIG Copy Insights (Goodbye Copy Illusions!)

(1) Copywriting... Is... ASSEMBLING.

(2) The Benefits of the Product Sell the Product.

(3) The Most Important Factor Is a "Starving Crowd."

(4) The Benefits Conversation Is with Just One Person.

(5) The Focus of Good Copy Is on the Desire Image that the Reader Unknowingly Creates in His Mind.

Now that we've debunked the five big sneaky myths about copywriting, it's time to teach you how to get really good at assembling benefits.

In order to do that, we will go over the exact steps for the successful assembly of benefits in a sales letter format. You will learn and master the secret copywriting template, the hidden formula, of the top copy pros.

You will, in fact, learn so much good stuff right here in this report about how to be a good "copywriter" that you really could turn professional if you want to do that. We think that's cool, but as we said earlier, you will probably find that it's more fun and more profitable to market your own products.

We understand that you may still be a little skeptical. That's okay. We probably would be too.

Well, the saying is that the proof of the pudding is in the eating.

Next, the pudding is served. We invite you to eat to your heart's content. No matter how hungry you are, there's going to be more than enough for you to eat.


"HOBO"- A SUPER SIMPLE SECRET FORMULA

Your job is to produce good moneymaking copy.

It doesn't have to be great. It doesn't need to win any medals. It just has to be good.

You can produce good effective moneymaking copy simply by assembling benefits in the order that we will teach you.

With our help, you can do that, and that's all you need. Honest.


Watch Out for Missing Parts? Yes, But Not from Us!

Watch out for missing parts on the Internet? Yes, but not from us.

This well-known prospect seduction strategy has different names. We call it the "Missing Part" strategy. A variation popular in Internet marketing circles is the "Map with the Missing Piece."

Your potential mentor hands you a nifty package. It looks really great. Maybe it's a five-part email course. Maybe it's an ebook. Maybe it's a video course.

There's just one thing. It's not complete. There is a part missing.

This missing part is not just any part. This missing part is the part that makes the whole thing work. Want this crucial part? Pay for it.

The "Map" variation of this strategy is where they give you just about everything, only they leave out the actual location of the treasure. So you really do get a treasure map. It's a genuine treasure map, but it has a piece missing. That missing piece shows the location of the treasure.

Being in the general vicinity of a hidden treasure isn't good enough. You will need precise information about the exact location. It's just that the exact location of the treasure — the secret website, the exact Forex trading formula with the correct currencies and times to trade them, the rolodex with all of the contact information that you will need — is only available for a price.

Another variation of this strategy is what we like to call the "Box of Rocks" strategy. Here you are told, "Hey, go ahead and download it. It's free!"

Yes, it's free, but it is not the complete working software. It has major limitations such that you can't really use it. The seller implied that you were getting a full working version for free. That's the pretty "box."

But it turns out that it doesn't really work like you expected for one or many reasons. So it's not at all what you want or need. That's the "rocks."

This must work since so many software sellers use this strategy. Even so, we don't like it. How about a good old-fashioned 30-day trial of a fully functional software program?

In contrast to these incomplete methods, rife in the copywriting education world, we are handing you the whole enchilada. Okay, here goes.


Here It Is! The Super Simple Secret Copywriting Formula: H.O.B.O.

The definition of "hobo" is a bum, tramp, vagrant, or street person. We chose it in part because it corresponds in meaning to a very simple way of existing.

Likewise, our "H.O.B.O." formula is as simple as a sales letter can be... without being too simple. It gives you everything that you need with nothing extra. It is street- smart copywriting kung fu.

One of the misdirections that the online copywriting gurus consistently use is the idea that a sales letter needs to be complicated and full of fancy copy "elements." In other words, you're lost without hiring a copywriting expert.

This is perhaps the biggest hypnotic trick of all from the big name copywriters. While a full-blown sales letter for an expensive product may indeed utilize all of those elements, the reality is that the everyday sales letter used by the average successful marketer can be much simpler and still achieve high conversions and sales (or opt- ins).

The copywriting gurus don't want you to know that the main work in the sales letter, the real action, is performed by just two elements: the Headline and the Bullets. The rest of the letter can largely be filler.

These guys want us to think that a sales letter is this big monster engine full of a thousand mysterious moving parts. Only they, the trained experts, the copy "doctors," are qualified to heal your sales sickness and put together a convincing sales message with healthy conversions.

Nonsense!

All you really need is to understand the HOBO, and you're good to go.

The fact that it is simple and not complicated means that you can follow a "fill- in-the-blanks" formula or template. It also means that you can grasp what the real essence of copywriting is without all of the smoke and mirrors.

The plain and simple truth is that the complete sales letter "engine" has only four truly essential moving parts. They are the Headline, the Opening, the Bullets, and the Offer (the Close or Call to Action).

They constitute the Super Simple Secret H.O.B.O. Sales Letter Template.

H = HEADLINE (YOUR ATTENTION GRABBER)

O = OPENING (YOUR GOLDEN PROMISE)

B = BULLETS (YOUR BOLD LIST OF BENEFITS)

O = OFFER (YOUR CLOSE OR CALL TO ACTION)


In theory, you could have just the Headline and the Bullets (a compelling list of benefits), and your letter would make sense. But without the Close, the reader, now all hot and bothered by the Bullets, would not know where to go with his energy. His momentum would dissipate. All would be for naught.

In addition, it would still read a little rough. The noticeable gap between the Headline and the Bullets needs a bridge.

This bridge also functions a little like a "welcome mat," since it is at the "front door." The sign on the lawn, the Headline, said "For Sale." Now you are knocking on the front door.

When you go inside, you will be greeted by the benefits of the house. This is the experience that the Bullets step produces for the reader — what it's like to be inside of the house.

The prospective home buyer walks through the rooms and places himself in his imagination in that house and in those rooms. He is attempting to experience ownership of the house in advance.

That is why you stack benefit upon benefit within just one Bullet. You want that Bullet to hit hard! You want the reader to feel the benefits!

So, the Opening is added as a way to smooth the transition from grabbing the reader's attention with the Headline to slamming him with the Bullets. It also functions to connect them with a promise of things to come.

Obviously, we have to ask for the sale or otherwise close the deal, so as we said, the fourth element, the Offer or the close, is a must-have ingredient.

We just tried to reduce a sales letter marketing "engine" down to the bare minimum of required parts. We found that number to be four. Four is enough, but less than four is not enough. Somehow, there is a rhythm, a logic, a built- in "design" of some kind that decides that four is just right.

Please pause for a moment to take this in. Nobody else is showing you this stuff.

We promised something that is simple yet incredibly powerful. Welcome to the lean, mean, moneymaking secrets of bare-knuckle copywriting. Welcome to HOBO. It's got everything that you need, and nothing that you don't need!

Not only that, this bare bones four-step formula is the hidden real foundation of the long impressive sales letters by the famous superstar copywriters for the big amazing million dollar launches.

Of course, another dirty little secret is that the big famous copywriter has "copy cubs" who write much of his copy for him. He pays them peanuts, then turns around and charges $25,000 plus a percentage of the door!

The HOBO Formula is the secret backbone of the big fancy online sales pitches. You will never look at a long sales letter or other website sales copy in the same way again.

Remember, good copywriting can't do the job alone. There's a marketing triangle. You need a hungry market that is desperate or passionate about their need and a good, if not great, offer that fulfills that burning need.


The Four Universal Strokes of Good Sales Fortune

In sum, the real action, the guts, of a complete and fully effective sales letter consists of just two things: the Headline and the Bullets. The other two required elements, the Opening and the Offer, are transitions.

Since they are essential, they are more than filler. In brief, the Opening and the Offer are constructive, but passive and fluid in nature.

They are the yin to the bold forceful yang of the Headline and the Bullets.

The Headlines and Bullets are the action scenes. The Opening and the Offer are the dialogue scenes.

The Opening is the lull after the lightning of the Headline and before the storm of Bullets. It is the pause that precedes the building up of momentum.

The Offer is not a lull, exactly, as it is the final step. It performs closure, and the way it provides closure is by finalizing what the hail of Bullets started.

If our four step HOBO formula was a movie, it would open (H) with a big attention-getting explosive action scene, transition (O) to dialog to set up the story, jump into (B) a climactic shoot 'em bang-bang scene where the hero kills the bad guys, and (O) transition to the battered but intact hero kissing a beautiful girl in front of a romantic setting sun. Fade to black.

H (Headline) grabs the attention. O (Opening) supplies just enough background and makes a big promise about what is to come. B (Bullets) builds the action to a fever pitch. O (Offer) is the quick exit into full satisfaction.

Dare we put this HOBO formula to a sexual metaphor? Sure, why not.

Headline: Boy meets girl via eye contact.

Opening: Boy and girl engage in flirty chitchat.

Bullets: Behind closed doors, things get hot and heavy.

Offer: The promise of the Opening is fulfilled in a mutual "Big O."

There is an implied progression of sensory intensification. The first contact is visual from a distance. The second contact is close, face-to-face, and verbal.

The third contact is physical and of maximum focus and intensity. The fourth contact is an explosive release of the tension in a dramatic action climax.

In order to keep the momentum going, the third level of contact must continue to hammer at the mutual feelings, making them strong and stronger. Likewise, the function of the Bullets in the copy is to pound away at the reader's emotions, energizing them for the final release into the sale.

Please note that we did not go to the sexual metaphor just because it was titillating. Sure, we enjoyed it, but our point is that there is something universal going on here. You could even say that it's bigger than all of us.

For example, there are four chambers to the human heart, four seasons, and four cardinal compass directions. But it is the breathing process that displays the most striking parallel to our H (+) O (-) B (+) O (-) template, where (+) corresponds to dynamic actions and (-) corresponds to passive transitions.

First, we breathe in. Then there is a natural pause as the breath is briefly held. This is the spontaneous holding of the inhalation.

Next, we breathe out. Finally, there is a subtle but detectable pause at the end of the exhalation. This is the holding of the exhalation.

Is there any doubt that if we were to monkey around with any of these steps that there would be serious consequences? Each step is necessary.

If you can just watch your breath right now, you will find there is an extraordinary rhythmic musicality to it. Please don't interfere with it, but as you read this, take a moment to be aware of your effortless breathing.

Notice how there is inhalation... pause... exhalation... pause.

Like the Headline, the inhalation is a drawing in.

Its complement is the Bullets section, the exhalation going out.

The first pause is a fullness, a promise of potential.

The second pause is an emptiness, the gap after the promise is fulfilled.

We don't wish to overwork this analogy. We are saying that there is an energy cycle at work here, an energy cycle that engages universal laws.

Not only that, we are suggesting that "tuning in" to this dynamic could reap real rewards for your sales copy. As you "get" how one step "needs" to be followed by the next in the sequence, logic evolves into intuitive insight. Suddenly, you just "know" what you are doing. You get the "rhythm" of it.

We're not done yet, as getting this point is kind of like getting the whole shebang. So let's consider the four-stroke engine.

Quote
1. INTAKE stroke: On the intake or induction stroke of the piston, the piston descends from the top of the cylinder to the bottom of the cylinder, reducing the pressure inside the cylinder. A mixture of fuel and air is forced by atmospheric (or greater) pressure into the cylinder through the intake port. The intake valve(s) then close.

2. COMPRESSION stroke: With both intake and exhaust valves closed, the piston returns to the top of the cylinder compressing the fuel-air mixture. This is known as the compression stroke.

3. POWER stroke: While the piston is close to Top Dead Center, the compressed air–fuel mixture is ignited, usually by a spark plug (for a gasoline or Otto cycle engine) or by the heat and pressure of compression (for a diesel cycle or compression ignition engine). The resulting massive pressure from the combustion of the compressed fuel-air mixture drives the piston back down toward bottom dead center with tremendous force. This is known as the power
stroke, which is the main source of the engine's torque and power.

4. EXHAUST stroke: During the exhaust stroke, the piston once again returns to top dead center while the exhaust valve is open. This action evacuates the products of combustion from the cylinder by pushing the spent fuel-air mixture through the exhaust valve(s). (13)

Let's review.

The "intake stroke" involves a mixture of fuel and air getting forced into the cylinder. Then the intake valve closes.

This is the Headline. It is a volatile mixture of curiosity and self-interest.

The "compression stroke" compresses this fuel-air mixture. It amplifies on the contents that were taken in.

This is the Opening. There is a lead sentence. A promise is made. The energy builds up in preparation for the next critical action step.

The aptly named "power stroke" is the ignition of the compressed volatile mixture. It is ignited by a spark plug. This power stroke is the main source of the power for the engine. This is the "combustion" phase.

These are the Bullets. Their function is the focused ignition of benefits. Not just a list, they are designed to light a fire in the reader about the benefits.

Lastly, the "exhaust stroke" evacuates the results of the combustion. This is the release of the residual matter from the "power stroke." It completes the cycle and brings finality to it. You are not done until this phase is finished.

This is the Offer (or Close or Call to Action). The impulse to buy got activated previously in the third step. Now the reader is already moving into action.

Without the earlier steps, this Offer would not by itself be enough to produce action. The Offer is the step that provides the pathway for the action movement. Just as the Opening provided a bridge between Headline and Bullets, the Offer produces a bridge between the Bullets and the purchase.

The action itself, the buying or the opting in, is initiated in step three. The Offer is the greased slipper slide into clicking the payment button. The power of the Offer is to complete the aggressively dynamic step three (Bullets).

Headlines launch the sales copy. Let's cover the Headline Templates.

Wait a minute!

Sales letter writing is the art of assembling benefits.

How do you identify the top benefits of your product or service?

Since you need to have a list of your best benefits on hand before you can create your headlines or your bullets, let's do the benefit-generating exercise first. It will only take about 21 minutes of your time.


(continued below)


“Keep away from people who try to belittle your ambitions. Small people always do that,
but the really great makes you feel that you, too, can become great.”
~ Mark Twain

Offline Mark Austin

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Re: Modern Copywriting Secrets - It's Not As Difficult As You Think
« Reply #1 on: June 27, 2013, 06:43:35 PM »
The 21-Minute Benefit Explosions System

The sales letter is, in essence, a structured assembly of benefits. Therefore, we need a list of benefits for your product or service.

Here's how to come up with a list of strong benefits. This list will serve as the backbone for your sales letter.

It's fine if you want to write them on your computer. One advantage of writing them out by hand is that you can circle them, perhaps in another color of ink, in the final step.

All told, there are 12 different benefit-generating strategies listed here. You don't need to do them all. Keep your energy up and your enthusiasm high.

If you find yourself getting bored or distracted, take a break or quit. You want to be fresh. Sometimes, less is more.

Finally, keep it fun. Presumably, you have a passion for your product and your market, so enjoy your work. That includes generating benefits.

Money is not the only reward from being a marketer. You also get the satisfaction of helping people change their lives for the better.


(1) Benefit Explosion #1: Quickie Benefits Brain Dump

Set a three-minute egg timer (or other clock).
Write down all of the benefits that come off the top of your head fast.


(2) Benefit Explosion #2: Standard Benefit Stimulus Words

Set a three-minute egg timer. Look over this list of benefit characteristics and come up with more benefits:

bigger... better... faster... lasts longer... gives you control... strongest... cheapest... of the highest quality... better results... faster results... more convenient... effortless... automatic... really simple... takes no effort... a real bargain... improved... desired by others... approved of by others... attracts favorable attention... solves a problem... reduces frustration... eliminates fear... grants access to inside circle... gains inside
knowledge... secret ingredients... hidden truth... for the underdog... relieves desperation... anger is answered... something to be proud of... a dream come true.... unique formula... proprietary knowledge... something tricky or sneaky... brand new.


(3) Benefit Explosion #3: Learn From Your Competitors' Benefits

Set a three-minute egg timer. Think of your three top competitors. What are they doing? What benefits are they offering? Write down your answers as best as you can from memory.


(4) Benefit Explosion #4: Learn From Your Most Enthusiastic Customers

Set a three-minute egg timer. Think of three of your most satisfied customers (existing or imagined). You visit them in their homes. Imagine them jumping up and down with excitement over your product or service. What are they saying to you?

By the way, if you can call up some happy customers, do so. They can be a goldmine of benefit-specific language.

When they talk, just listen. Write down or record exactly what they say.

This is one of the best pro copywriter tricks. Some pros like to boast that this is such a big part of their preparation that, thanks to the product-loving customers they interview, the sales copy practically writes itself!

Somehow, the product owner rarely thinks to ask his own customers. That's not always the case, of course, but it happens often enough that tapping this undiscovered business owner asset remains one of the major pro tricks.


(5) Benefit Explosion #5: Check Out Competitor Web Sites

Set a three-minute egg timer. Think of your top competitors. Go to their websites. Check out their sales letters. If you like what you see, use the "Save As" feature under the "Page" heading on your browser to save their website sales letters to your desktop.


(6) Benefit Explosion #6: Extract "Hooks" from Competitor Bullets

Set a three-minute egg timer. Choose your favorite sales letter from the ones that you just saved to your desktop. Look at the bullets. As you read through each bullet, pull out one benefit from it that really grabs your attention. This is "the hook."

You are not stealing. You are just researching benefits in your market.

If you copied their words and then used them in your sales letter, that would be stealing. It is always okay to borrow "ideas." Ideas cannot be owned by anyone. In this case, you are extracting good ideas from their best bullets.

For example, benefit one in the first bullet of this good sales letter for your competitor is that their product does it "in a few minutes."

If that benefit applies to your product or service, write it down.

The next benefit is that it's easy. The user is able to get an amazing amount of stuff done not just fast — in a few minutes — but very easily too.

If this benefit applies to your product or service, write it down.

The point is that you can capitalize on the work of pro copywriters in your exact niche by studying their sales letters. As long as you don't steal their work, you are not violating any rules, written or unwritten.

It's the very nature of the beast that the best work of sales letters writers is published and exposed for all to see, perhaps for years to come.

True, you probably won't know which top copywriter wrote it, but if the name on the website is an Internet marketer who you recognize, then you can be certain that he/she paid a pretty penny for it. Or he/she wrote it himself/ herself. Or he/she wrote it and then hired a pro to tweak it.

Whatever the details, you know that it's going to be a very professional job. All of these top marketers know the true value of excellent sales copy. That's one of the reasons why they are top marketers.


(7) Benefit Explosion #7: At Last, The Best of the Best Benefits

Set a three-minute egg timer. Now go over your lists and pull out the top benefits from your lists. If you wrote your lists by hand, you can just circle the benefits that stand out.

This final list of the best of the best benefits that you identified will be your "killer benefits" list. These top benefits are the heart of your marketing.

The quality of the benefits is more important than the quantity.

Congratulations! You just created your "killer benefits" list in 21 minutes!

Here are five more benefit-generating strategies. They are optional.


(8) Ask a friend what he/she thinks are the top benefits of your product or service.


(9) Look at the physical product boxes for related products. Or look these products up on Amazon.com and read their descriptions there.


(10) Look up books and magazines in your niche on Amazon.com. Glean product- or service-benefit ideas from book chapter titles and back cover blurbs. Check out magazine article headlines and paid advertisements.


(11) Look at products and services that are totally unrelated to your product. But don't look at just any products. Look at the sales messages, sales copy, bullets, and other benefit-laden output from major market leaders.


(12) Become your customer for a day. For example, if your product is a weight loss pill, imagine that you are one of your customers. If your typical customer is an overweight woman in her 30s, become that woman.

In your mind, go through a regular day both with her and as her. Look out at her life from her eyes. Also, watch her as she lives her life.

Looking out from her eyes will give you better access to her secret feelings.

Looking at her as she lives her life will say a lot about her activities. You will discover what she likes to do and what she doesn't like to do.

Take special notice of her private feelings, especially of her negative emotions. Note her favorite activities. Run as rich a mind movie as you can.

EMOTIONS (looking out as her): Is she ashamed? Embarrassed? Shy? Depressed? Frustrated? Envious (of other women)? Fantasizing about men?

ACTIONS
(looking at her): Is she sharing gossip? Reading women's magazines? Going out with a group of girls? Eating a big tub of ice cream?

Okay. That's enough on benefits. You've got a killer list now, for sure.

Let's make one thing clear. You are a better writer, a better "benefits assembler," than you know.

That said, your goal is simply to produce profitable copy.

Is it the very best possible sales copy that could be written for your product or service?

Probably not.

The point is that it doesn't have to be.

It just needs to be profitable.

If you're making six or seven figures in your Internet business, then it is cost- effective to pay $10,000 or more for top writers. After putting out that kind of money, you will definitely be tracking and split testing. Just like any other business expense, the cost must justify itself and result in good profits.

If not, then you must invest "sweat equity" and write the sales copy yourself. This opens your eyes to your product and to your market.

This is a very good thing. In the end, it all comes down to really knowing your customer inside and out. Then the benefits fall into place.

When the benefits fall into place like that, the sales letter almost writes itself. We say almost because you do have to come up with a few words.


The Art of Headline "Swiping"

These 11 Headline Templates will be enough to cover most situations. With a little practice, you will find that you can "swipe" more great headlines from winning sales letters.

"Swiping" means that you turn around and use them with your own material. It isn't stealing exactly. What you are doing is learning from them.

The unwritten rule is that you can borrow from another headline provided that you don't use it in the same broad market. So a headline for a health product could be used in the golf market.

When you take out the specific words relating to the niche, you end up with a sentence that very much resembles a template anyway. Then it becomes a fun "fill-in-the-blanks" word game that is a whole lot easier than coming up with the entire headline on your own. (14)

We are not suggesting that you should "steal."

What we are saying is that as you become more and more familiar with headlines, you will see for yourself that many of the most successful headlines being used today on Internet websites are in fact in one form or another recycling from previous generations of ads. This recycling is just a fact of advertising, so just be discreet about what you are doing.

Change some words. Use it in a totally different market. Be inventive and give it a new twist. Make it your own. Don't just copy it outright.

The body copy is another story. Be very careful when "borrowing" body copy. Headlines get recycled a lot, but the sales pitch per se can be very individualized. So we recommend sticking to "swiping" headlines.

Another excellent strategy is to get a hold of dozens of old magazine ads and mail order pieces. That used to be a difficult task, but with the Internet, a quick search will yield lots of examples. Since everybody back then was paying for ad space and postage, it's safe to say that these headlines were battle- tested by the marketplace and had proved profitable beyond any doubt.

As a result, most of them are still good and can be used today. Since almost nobody is running ads with those headlines on the Internet, they are fair game for us.

They are not public domain exactly, but they are ripe for the "swiping." Since they've been out of circulation for decades, they will seem fresh and new.

One of Gene Schwartz's most successful direct mail headlines was for an arthritis product: "Sneaky Little Arthritis Tricks." (15,16)

We did a double take just the other day looking at our emails. A well-known Internet marketer had used the following as his email subject line: "Sneaky Little SEO Tricks." Hello!

In this case, the Headline Template was a very simple one: "Sneaky Little _____ Tricks." Not only is it short, but you can insert just about any niche into this template. For example, you can instantly create headlines like "Sneaky Little Weight Loss Tricks" or "Sneaky Little Golf Swing Tricks."


The Fabulous "Brain Cocktail" Headline Formula

Before we get to the headline templates themselves, let's look at the universal formula for writing a good headline. Based on how the brain works, this revolutionary formula can be used for selling to any market.

Some pro writers agonize for hours on the perfect headline. We don't need perfect. All we need is profitable!

Here's that formula. Note that it is triangular in nature.

For some reason, many persuasion formulas have three active prongs or main ingredients. The triangular formation is coherent yet dynamic. The sharp point of the arrow, aimed at the target, comes to mind.

Two is dynamic, but dualistic, searching for balance. Four is too stable for the purpose. It lacks the requisite quicksilver responsiveness.


The "Uncle B.E.N." (Benefit + Emotion + Novelty) Formula

STEP ONE: Benefit

Offer a massive benefit.

STEP TWO: Negative Emotion

Pinch hard on a negative emotion (fear, anger, frustration, need for approval, feeling of being a victim, lust, greed, pride, envy, revenge).

STEP THREE: Novelty

Insert "novelty" (a contradiction that arises from putting two things together that don't usually go together).

The first two ingredients, benefit and emotion, are probably not a big surprise. That's common knowledge in the copywriting world.

We added "novelty" because the brain science is crystal clear on this. When a person encounters something unexpected, it grabs his/her attention and forces him/her to pause and take it in.

This instinctive reaction is related to our survival. We need to determine if it is a threat, dangerous in some way. Or the fact of it being new to us may mean it is an opportunity, which is also a survival and competition benefit.

Not only that, novelty is associated with the release of dopamine, a pleasure chemical, in the brain. In short, novelty feels good. (17,18)

Quote
Satisfaction is not the same as happiness or pleasure. Satisfaction comes from the interaction of dopamine and cortisol. Our bodies release dopamine in response to novelty, and cortisol in response to stress.

Together, dopamine and cortisol increase the intensity of an experience... This means that satisfaction comes from experiencing novelty, with enough challenge to induce cortisol release, while still maintaining a sense of control. (19)

So what kind of brain experience do we stimulate in our reader when we combine a seductive benefit, negative emotion, and an unexpected novelty?

We are secretly inducing a potent brain satisfaction cocktail!

With our words, we are stimulating in the reader's brain the release of dopamine via novelty. We are activating in the reader's brain the release of cortisol via the stress of negative emotion.

The reader is not overwhelmed, so he retains a sense of control. After all, he is just reading some words. But words are far more powerful than most of us realize.

It is also worth noting that our brains deal with an incredible amount of information each day. If every single input to the brain was treated as if it was highly novel, we would have difficulty functioning.

Instead, the brain puts its filtering process on automatic. Even so, it needs systems to alert itself to dangers and opportunities.

The novelty dopamine release trigger is just such an evolutionary brain alert mechanism. This is what makes it so powerful in a headline.

We can use a powerful positive emotion as a stimulus too. However, that is a bit trickier. So for the sake of this report, we are sticking to the use of negative emotions as the emotion ingredient in the three-part formula.

Check out this headline: "The 24-Cent Fat Destroyer Weight Loss Doctors Never Tell You About!" (20)

The benefit seems fairly obvious: a new "fat destroyer" that is studied by doctors.

The low price, a very specific low-price number, accounts for the novelty.

But where is the negative emotion?  The emotion is found in the last half of the headline. These doctors are keeping the truth from us! They knew this all along!

This is sometimes called the "common enemy" trigger. The negative emotions giving this idea energy are our old friends anger and frustration. Plus, it stimulates any feeling of victimhood or of being treated unfairly.

Here's a few more "Uncle B.E.N." formula headlines. See if you can tease out the benefit, the emotion, and the novelty.

Note that we are painting "word pictures." These are groups of words that force the brain to create an actual picture in its effort to make sense of them.

For example, which phrase has a stronger impact: "Bill Found Precious Stone after Precious Stone in the Dirt" or "Bill Drove Up in a Big Dump Truck Filled to Overflowing with Glittering Diamonds, Rubies, and Emeralds!"

Here are three more examples that employ the "Uncle B.E.N." formula.

"Don't Let Your Insurance Agent Steal You Blind — Hurry On Over to Our Office and Rob Us Stupid Today! Get 37% Off Your Current Car Insurance Rate with No Job, a Terrible Driving Record, and Bad or No Credit! Ex-Cons Warmly Welcomed with Open Arms!"

"Tired of Girls Ignoring You and Humiliating You Where You Stand? Our Secret Pheromone 'Sex Cocktail' Fragrance Will Make Them Come Running! Gloat as Hot Girls Fight Over You Tooth and Nail Like Horny Alley Cats!"

"800,000 Children Go Missing Each Year. Will Your Child Be Next? Avoid the Unspeakable Horror of Losing Your Child. Our Amazing Police-Endorsed 'KidStealth X' Invisible Electronic Implant Keeps Track of Your Child at All Times. The Best Thing Is — They Will Never Ever Know!" (21)


11 Hot Proven Headline Templates

As we mentioned above, successful ads have successful headlines. This valuable information is public. It is on display on the Internet every day.

Below are our 11 nifty Headline Templates. There are more possibilities, of course, but these 11 themes, styles, and fill-in-the-blank forms are more than enough to get you started.

Here are a few practical tips that apply to pretty much all headlines:
(1) Put the main headline in "quotes."
(2) Paint word pictures.
(3) Along with showcasing a gigantic benefit, whenever possible, state that it is super easy, virtually instant (takes only X minutes), and guaranteed.

If this "writerly" advice doesn't suit you, no worries. We've got "brain-dead simple" fill-in-the-blank templates coming right up.

Belly up to the bar, pardner. Drink your fill of our freshly squeezed high-octane ultra-easy templates.

A careful study of these headline templates reveals that they usually have several ingredients in common. We list 10 here. As simplistic as these headlines sound, you will find most of these powerful persuasion elements in these hard-working proven headlines. (22,23)

These common ingredients include that the seller's solution (1) is fast, (2) is easy, (3) is guaranteed, (4) is close to being "done for you" (and it could be a "push- button" product or service that is totally "done for you"), (5) is brand new (and thus newsworthy), (6) is something that works for anybody, even idiots, (7) is for lazy, struggling people in need of rescue who have been treated unfairly in the past, (8) is something that lots of other people are already interested in, (9) is a huge targeted benefit for intensely passionate or desperate people in that niche, and (10) is a true bargain that is reasonably priced.

Copy experts teach that along with being in "quotes," main headlines should be "bolded," have all the first letters "In Caps," and be "Red In Color." Some marketers even swear by different shades of red (such as maroon).

Study the 11 types shown here. They cover most of the successful headlines that you will see over and over. Once you start recognizing these popular types, you can collect more samples and create your own favorite templates.

A likely development is that you will be able to look at the fancy mind-voodoo headlines of top copywriters and see through them with X-ray eyes. Since the underlying psychology is the same whether it's a simple headline or a fancy headline, you will be able to decipher their headline code and know the emotional hot button they are trying to push in you, the reader.

Our final point about headlines is that their number one purpose is to create curiosity. The headline does not have to sell the product or service.

The purpose of the headline is to get the reader to read the opening. Even more than self-interest, curiosity compels the reader "to take a look."

Bullets are also curiosity intensifiers. Good bullets are headline-type psychological bull's eyes. They stack benefits like a seven-layer sandwich.


The 11 Headline Template Themes

(1) The "Startling News" Headline

Hook: The news plus a benefit.

Note: Start off with "Announcing... At Last!... New concept in ... Discovery... Startling new fact... Shocking news..." and so on.


(2) The "Guaranteed How To" Headline

Hook: Easiest to write.

Note: Best when combined with a promise of no risk to the reader (guaranteed).

Note: Allows for many variations, such as "Discover How To..."

Note: There is also the implied or hidden "How To" as in "Lose 20 Pounds Easily and Effortlessly in One Month Each Month Every Month."


(3) The "Greedy Gains" Headline

Hook: Greed, along with fear and anger, is a great emotional driver.

Note: Greedy is often combined with "seedy," as in barely legal. Seedy or not, the implication is that these gains are "easy" (as in "easy money").


(4) The "Overwhelming Frustration" Headline

Hook: Everybody can relate to being really frustrated at one time or another. Sufferers with a chronic problem that they cannot solve invariably are frustrated, so the Frustration headline is one hook that's sure to catch some fish.


(5) The "Killer Bargain" Headline

Hook: Get a quality item for much less than its everyday cost. Everybody loves a good bargain. If you can give a good time-limited reason for the discount, so much the better.

Note: One of the most successful and underused strategies is the "scratch" sale. For some believable reason, you have to let go of slightly damaged but still perfectly usable information products like books, audio CDs, DVDs.


(6) The "Tough Question" Headline

Hook: Very effective, but you MUST know your market inside and out.


(7) The "Direct Challenge" Headline

Hook: Surprise grabs reader's attention and puts him on the spot. Often related to a social situation that is difficult for many people. Caters to their need for approval and their desire to avoid embarrassment in front of others.


(8) The "VIP" Headline

Hook: You are in on a secret... privy to secret gossip... belong to a select group or private club... gain access to insider information... very exclusive.


(9) The "Warning Shout" Headline

Hook: We are more interested in avoiding pain than we are gaining pleasure.


(10) The "Jump On The Bandwagon (Everybody's Doing It)" Headline

Hook: Most people feel a burning yearning to belong to a special group and be in synch with their peers and the crowd. They also want to keep up with the neighbors and be on top of the latest hot trends. Exploits the much-vaunted subtle pressures of "social proof."


(11) The "Established Expert" Headline

Hook: Implies value and trust since only an expert can know these things.


THE 11 THEMED HEADLINE TEMPLATES

(1) STARTLING NEWS

Startling News About How To _____ [Benefit] In _____ [Short time period] — 100% Guaranteed!

Startling News About How To Read Other People's Minds In 30 Days Or Less — 100% Guaranteed!

The Shocking Truth About How To ______ [Benefit] Fast!

The Shocking Truth About How To Lose Weight Fast!

It's Guaranteed! You Get ______ [Benefit] _____ In _____ (Short time period]... Or Your Money Back!

It's Guaranteed! You Get Rock Hard Six-Pack Abs In 90 Days... Or Your Money Back!


(2) HOW TO WITH GUARANTEE

How To ______ [Benefit] And _____ [Benefit]!

How To Win Friends And Influence People! [Famous Dale Carnegie Title]

How To Eat Chocolate Cake And Lose 20 Pounds A Month!

How To Lounge In Front Of Your TV And Get Rock Hard Abs And Bulging Biceps In 90 Days Without Ever Budging From Your Couch!

Amazing! These 3 Idiot-Proof Steps Helped Me _____ [Benefit] After _____ [Non-Benefit] _____ For _____ [Long time period] And It Will Work For You Too — 100% Guaranteed!

Amazing! These 3 Idiot-Proof Steps Helped Me Get A Job After Being Out Of Work For A Year And It Will Work For You Too — 100% Guaranteed!

Holy Cow! These _____ [Number] "Stupid Simple" Steps Helped Me _____ [Benefit] In _____ [Short time period] And It Will Work For You Too — 100% Guaranteed!

Holy Cow! These 3 "Stupid Simple" Steps Helped Me Lose 50 Pounds In One Month And It Will Work For You Too — 100% Guaranteed!

You Will _____ [Benefit]! You Have Our Word... And Our Solid Gold Money Back Guarantee!

You Will Learn How To Play Rock Guitar! You Have Our Word... And Our Solid Gold Money Back Guarantee!

Get Rid Of ______ [Problem] Virtually Overnight? Yes, You Can — Guaranteed!

Get Rid Of Yellow Teeth Virtually Overnight? Yes, You Can — Guaranteed!


(3) GREEDY GAINS

WOW! _____ [Benefit] In Less Than _____ [Short time period]!

WOW! Make $1,000 In Less Than 24 Hours!

Hey You! Want To _____ [Benefit] In Only _____? [Short time period]

Hey You! Want To Make $500 Bucks In Only 2 Hours And 22 Minutes?

Anybody Ready To Grab _____ [Benefit] With _____ [Benefit]?

Anybody Ready To Grab A Free Las Vegas Weekend With All Expenses Paid?

Announcing! The Fast Easy "Dumb As Dirt" Way To _____ [Benefit] In Only _____ [Short time period] With No _____, No _____ And No _____ — Guaranteed!

Announcing! The Fast Easy "Dumb As Dirt" Way To Buy A Car In Only 24 Hours With No Money, No Credit, And No Driver's License — Guaranteed!

Announcing! The Fast Easy "Dumb As Dirt" Way To Get Laid In Only 24 Hours With No Money, No Friends, And No Car — Guaranteed! (You Can Have The Face Of A Pissed Off Camel And Our Amazing System Will Still Work For You Like Forbidden Sexual Black Magic Voodoo).

Announcing! The Fast Easy "Dumb As Dirt" Way To Make $100 Overnight On The Internet With No Website, No Traffic And No Mailing List — Guaranteed!


(4) OVERWHELMING FRUSTRATION

Get Fast Relief From _____ [Niche] _____ [Problem] Once And For All!

Get Fast Relief From Embarrassing Vaginal Itch And Odor Once And For All!

Get Rid Of _____ [Problem] Once And For All!

Get Rid Of Hemorrhoids Once And For All!

Flush Your _____ [Problem] Worries Down The Drain!

Flush Your Money Worries Down The Drain!

The Lazy _____ [Customer] Way to _____ [Desired result]

The Lazy Man's Way To Riches [Famous Joe Karbo Headline]

The Lazy Lover's Way To Make Any Woman Scream With Ecstasy!

Which Of These _____ [Niche] Problems Do You Want To Fix?

Which Of These Money Problems Do You Want To Fix?

Which Of These Golf Swing Problems Do You Want To Fix?

Which Of These Relationship Problems Do You Want To Fix?

_____ [Number] "Brain Dead" Easy Steps To _____ [Benefit] So Fast Your Head Will Spin!

5 "Brain Dead" Easy Steps To Get Laid So Fast Your Head Will Spin!

Why Wait Another Second! Get _____ [Benefit] _____ In Just [Number] Short _____ [Time Period]!

Why Wait Another Second! Get Ripped Six-Pack Abs In Just 30 Short Days!


(5) KILLER BARGAIN

Our Loss Is Your Gain! I Fired My Secretary Because _____ [Damage control story]... _____ [Product] Is Fine... Get _____ [Discount offer]!

Our Loss Is Your Gain! I Fired My Secretary Because She Scratched These DVD Boxes... The DVDs Are Fine... Get A Full 50% Off While Supplies Last!


(6) TOUGH QUESTION

Still _____ [Problem]? If You Don’t _____ [Solution] Now, You’ll Hate Yourself Later.

Still Smoking? If You Don’t Quit Now, You’ll Hate Yourself Later.


(7) DIRECT CHALLENGE

They Laughed When I _____ [Problem]... But When I ______ [Solution]!

They Laughed When I Started My Own Business... But When I Made My First Million!

They Laughed When I Sat Down At The Piano… But When I Started To Play!

John Caples’ Classic Ad for U.S. Music School (24)


(8) VIP

The Secret Of _____ [Niche]. The Secret Of Teleportation. The Secret Of Amazing Charisma. The _____ [Number] Secrets Of _____ [Benefit]. The 7 Secrets Of Money Magnetism. The 12 Secrets Of Happily Married Couples. The Secret To _____ [Solution] After _____ [Problem]! The Secret To Making Up After Breaking Up! The Secret To Beating The Dealer After Losing Your Shirt At Blackjack! The Secret To Winning It All After Losing Everything!

Our Free _____ [Book/Audio/Video] Shows You The _____ [Number] Secret Steps To _____ [Benefit] In Just _____ [Short time period] — Guaranteed!

Our Free Video Shows You The 3 Secret Steps To Eliminating Chronic Back Pain In Just One Month — Guaranteed!

The Hidden _____ [Niche] Secret For _____ [Benefit] That _____ [Common enemy] Don't Want You To Know About.

The Hidden Herbal Secret For Enlarging Your Breasts Naturally That Those Greedy Plastic Surgeons Desperately Don't Want You To Know About.


(9) WARNING SHOUT

Do You Make These _____ [Niche] Mistakes?

Do You Make These Mistakes In English? [Classic Maxwell Sackheim Ad]

Do You Make These Gardening Mistakes?

Do You Make These Investment Mistakes?

Do You Make These Bodybuilding Mistakes?

Do You Know These _____ [Number] Warning Signs Of _____ [Problem]?

Do You Know The 12 Warning Signs Of Cancer?

Do You Know These 8 Warning Signs Of Sudden Divorce?


(10) JUMP ON THE BANDWAGON

______ [Niche activity] Like A [Star or leader]!

Play Guitar Like A Rock Star!

Party Like Paris Hilton!

Defend Yourself Like Chuck Norris!

What People Are Saying About Our "_____" [Benefit] _____ [Product].

What People Are Saying About Our "Be Acne Free" Lotion.

Who Else Wants _____ [Benefit]?

Who Else Wants Perfect Skin?

Who Else Wants To _____ [Benefit]?

Who Else Wants To Sail A Yacht?

Who Else Wants To Become Famous?

Want _____ [Benefit]? People All Over _____ [City/State] Are Celebrating Because These _____ [Number] Incredibly Easy Steps Got Them _____ [Benefit] Virtually Overnight!

Want More Money? People All Over Arizona Are Celebrating Because These 7 Incredibly Easy Steps Got Them Stacks Of Cash Virtually Overnight!


(11) ESTABLISHED EXPERT

10 Ways To ______ [Desired result]

10 Ways To Make A Million Dollars

10 Ways To Build A Killer Website

10 Ways To Travel The World For Free

_____ [Number] Proven Expert Methods To _____ [Benefit] And _____ [Benefit] In _____ [Short time period] — Guaranteed!

7 Proven Expert Methods To Pick Winning Stocks And Triple Your Money In 6 Months — Guaranteed!

_____ [Number] Proven Methods To Help You _____ [Benefit] — Guaranteed!

6 Proven Methods To Help You Get Your Ex Back — Guaranteed!


Features Vs. Benefits: a Quick Review

For many non-professional benefits assemblers or copy creators that we've worked with, the Bullets are the weakest link. Sometimes, there is the issue of understanding the difference between a feature and a benefit.

Since the power of bullets is based on benefits and not features, this is important. The bullet is like a fishing hook. It can be a great hook, but it needs something yummy on it (or at least it needs to look like it does) if it is really going to snag the fish.

A feature is what the product does. For example, an electric saw cuts.

A benefit is what the product does for the customer.

That is a huge difference.

In the case of an electric saw, the customer's life is changed for the better by the saw because now he can have lots of neatly cut wood. (25)

Another good example is a book or digital information product. They are good examples because their features have nothing to do with their benefits.

A physical book is made of paper. A digital ebook or digital audio or digital video is made up of... electrons? It doesn't really matter, because these features don't really matter. What matters are the benefits.

These benefits are a bundle of the "DO's" that the product will DO for the person. So the benefit of a book on how to make money in the stock market could be that the buyer makes lots more money.

Making lots of money is certainly a benefit, but that's not the point. The point is the benefits that come from that benefit.

Now he or she can eat in fine restaurants, date gorgeous women (or men), wear expensive clothes, sport an elegant watch, drive a fast car, fly in a private jet, live in a luxury home, go on exotic vacations, drink fine wine, smoke imported cigars, enjoy a day at the spa, and so on.

Maybe the reader has yearned for these things all of his/her life. Maybe he/she feels that he/she just cannot be happy unless he/she experiences some of these things. All of these experiences feel fantastic. They make you feel tremendous. In the end, it's all about how it makes you feel.

In the case of luxury items, the vanity or ego-stroking factor is huge: "Look at me. Look at my fancy watch. I'm important! I'm somebody!"


11 Targeted Magic Bullet Templates

A bullet is a mini-headline, so what we said about headlines applies to bullets too. But bullets perform a different function in the sales letter.

Each bullet speaks to a different segment or interest of your market. So a reader may buy your product because of one bullet that really speaks to him. Another reader buys because of a different bullet, and so on.

The recipe for a successful bullet mini-headline is "super benefit" plus "curiosity generator" plus "unexpected twist." Probably the easiest way to create curiosity is to leave out an important piece of information.

The headline at the top draws the reader into the sales letter or squeeze page. But once the reader is inside the copy, we must now deliver the meat of our copy sandwich.

The format of bullets grouped together should be the same. So, if the first one starts out "The blankety-blank..." the one right under it should start out "The wiggly- piggly..." and so on.

If instead, you put "Attention!..." in the very next bullet, that will break the visual rhythm and take the reader out of his/her subjective trance. Instead of just reading and being drawn into the world of the bullets, he/she wakes up and thinks to himself/herself, "Hey, this is just a bunch of little advertisements."

It's a good idea to alternate bold with plain text. So, the first bullet is bold. The second bullet is plain. The third bullet is bold, and so on. (26)

Study these design factors in top sales letters online. You will find that a block of bullets is consistent in structure. This is not something that you tend to notice unless you're looking for it, which is exactly the point.

Our bullets provide bite-size "tastes" of what our product has to offer. At the same time, they need to tantalize and invoke burning curiosity in the reader.

The trend is for online readers to skim the copy. If you are going to snag their eyeballs, then you have to stop them with your bullets. Blocks of copy look uninviting, but a snappy, enticing compact bullet pulls them in. (27)

Writing bullets may sound like a daunting task. If you're a big-name copywriter, then you can spend hours and hours sweating over the bullets in your copy.

You don't have to do that. Time is precious, so what you want to do is to get some decent copy online fast. Then test it once you have traffic.

Even the best copywriters can only make educated potshots at which headline, copy, bullets, guarantee, and so on will pull the best. The truth is revealed in the online testing. Without testing, you're only guessing.

We said it before, and we're going to say it again: a good sales letter only consists of four components. They are the Headline, the Opening, the Bullets, and the Offer (H.O.B.O.).

In the Notes is a link to a recent sales page from leading Internet marketer Dennis Becker. It follows the H.O.B.O. formula precisely, as do all of the sales letters from him that we've seen. There is an extended Opening section followed by two concentrated Bullet "collections." The letter concludes with a strong simple Offer section. (28)

If you're producing a squeeze page to offer a free report to build your list, then that squeeze page can be almost all bullets. All you need is a headline, one transition paragraph, some strong bullets, and the opt-in box. (29)

If you've done your homework and collected a bunch of top benefits, then you're ready to produce your bullets. If not, then you need to do that first.

When you're writing bullets, do it quickly. Feel free to pour out 50 bullets or more, even if you're just planning to end up with 20. Come back the next day after a good night's sleep. You will be able to pick out the good ones.

It's good to shoot for 20 final bullets, even for a short letter. That way, you can definitely end up with 10 strong bullets.

If it's a long sales letter, you will need even more final bullets at your disposal — at least 20. For a short squeeze page, five may be enough.

Here are a few more tricks: (a) be specific, (b) be detailed, (c) have some positive bullets and some negative bullets, (d) have at least one bullet for every benefit that you have identified, and (e) it's okay to combine bullet styles.

As with headlines, it is common practice to "swipe" bullet structures or patterns. For obvious reasons, we cannot recommend that you swipe from this or that website or copywriter. However, we can recommend that you only swipe from the best — meaning from sales letters that are pulling in tons of opt-ins or sales.

However, we can show you as an example a simple bullet template from a sales letter that we know for a fact is pulling in millions of dollars a year.

Showing this to you is akin to teaching you to fish. If we just show you a few templates here, we are handing you a few fish. If we show you how to extract powerful new bullet templates from highly successful sales letters so that you can have as many bullet templates in your arsenal as you like, then we are teaching you "how to fish."

Here is the example: “Our exact step-by-step formula for picking winning horses. Follow this proven recipe and you will be able to quit your day job in no time.”

Chances are that you are not selling horse-betting systems. We are not aware of any that really work, so for that reason alone, we would not either.

This is a good bullet that we can turn into a good template for what we are promoting. As you will see, it matters little what the product or service is.

We just extract the template and fill in the blanks. Now we have our own potent bullet.

“Our exact step-by-step formula for _____ [Benefit]. Follow this proven recipe and you will be able to _____ [Benefit] in _____ [Short time period].”

One final suggestion: Think of the bullet like it is a joke or a teaser.

"Why did the chicken cross the road?"

"A priest, a rabbi, and a horse enter a bar...."

"What did the busty blonde say to duck when she woke up in bed next to him?"

And so on. A good joke invokes a need to know. You feel incomplete, even frustrated, if you can't hear the punch line.

Likewise, a good bullet does more than make the reader want to know more. It should create such an urgency in the reader that he must know.

In fact, it is established that some people buy a product just to know the answer to the question raised by one specific bullet in the copy!

That particular bullet spoke to that particular person. It didn't speak to some readers, but it spoke loud and clear to that reader.

Our goal is to write a dynamic assortment of bullets so that different targets within our market niche get spoken to in their unique emotional language.

One reader is concerned about safety. Another is concerned about ease of use. Another wonders about parts breaking down, and so on.

Via the bullets, you can address each of these concerns. Not only that, you can be creative and enticing in how you do it. You can even have fun with it.

Bullets have a certain playfulness to them that the grand headline does not.

You can tease the heck out of the reader and get away with it. In the final analysis, writing good bullet copy is the art of teasing with words.


The 11 Bull's Eye Bullet Themes

Like we said, if you're getting paid lots of money by somebody else to write these bullets, it is entirely possible that you will "agonize" over them in order to get them "just right."

Frankly, we don't believe in agonizing over anything. Instead, we are firmly committed to taking full advantage of the hard work of others within the legal and ethical limits of our industry.

Case in point, we introduce our 11 targeted bullet themes and templates. There is lots of woo-woo surrounding this bullet thing. So please allow us to bring it down to earth for you and to explain how it really works.

The first trick is to stick to a handful of reliable themes. The second trick is to use proven tested templates, which we will get into next.

By focusing on themes, you can just get down to business. Though we supplied 11 themes, based on your product or service or just what appeals to you, maybe just three or four of these bullet types appeal to you.

If so, just work with them. The "how to" theme and template is pretty much the easiest to work with, so it's always a good one for starters.

As you can see, the headline themes and the bullet themes have much in common. The reason is this: if it ain't broke, don't fix it.

We want to give you the stuff that's been tested by four-wheel drive over the toughest copy terrain. This stuff here is that stuff.

Numbers can be and should be used at the beginning of every kind of bullet. We're not saying every bullet should start with a number. Just keep in mind that you can use a number to start it out if that makes sense.

So just keep that in mind. Also, for some unknown reason, odd numbers work better: 3, 5, 7, 9, 11, and so on.


(1) The "Read All About It" Bullet

This is the kind of fresh new news that the reader wants to hear: acquiring this revolutionary new information will change his life for the better. Just remember, you need to be able to deliver on whatever you promise in your bullets (or anywhere else in your sales copy, for that matter).


(2) The "Old Reliable How To" Bullet

The "how to" set-up is the tried and true formula. It's a real workhorse. In order to make the bullet more enticing, we introduce a sneaky little trick.

You describe the positive outcome that the reader will enjoy, the beneficial result in all of its glory, but you keep the steps, the methods, the actual ingredients of the recipe completely to yourself and totally secret.

You are not pushing the recipe; you are pushing the delicious chocolate cake. They have to buy the recipe from you in order to have the chocolate cake.


(3) The "Fast Food" Bullet

The appeal here is similar to that of "fast food." Everybody knows that fast food is not the best food, but doggone it, it sure is fast! So the gratification of your need to feed, while not instant, can be measured in minutes.

In terms of this kind of bullet, the hidden idea is not only that fulfillment arrives quickly, the investment is tiny in relation to the size of the return. This is another parallel to fast food, which is not only fast, but cheap as well.

So the reader is getting a lot for a little. This is sort of like he is getting a steal, a real deal, but the bargain is just an added benefit in the mix.

However, we make a break from the fast food concept because the benefit should be of high quality and super desirable, even though it's cheap and fast. Not quite the proverbial "free lunch," but as close to that as possible without actually sounding unrealistic or too fantastic. It has to be believable.


(4) The "Totally Idiot-Proof" Bullet

This bullet offers assurance to the reader that whatever his qualifications and talents or lack thereof, there is absolutely no way that he can screw this up!

Among other things, this bullet acts as an invisible guarantee for the offer.


(5) The "Gigantic Huge Benefit" Bullet

Behold this tiny little secret, quite possibly fast, cheap, and/or easy too, that produces an enormous mind-boggling benefit to the reader. Think "penny stock explodes to $112,361 monster," and you get the idea.


(6) The "This Could Not Possibly Be Any Easier" Bullet

What do we like besides free or cheap? We like fast and easy.

The reader is going to be worried about what happens if he acquires this product or service. That includes mistakes or failure. Fast and easy can be a problem if your solution breaks down, so there could be cause for worry.

This answer is related to the idea of the product being "idiot-proof," but the difference here is that not everybody relates to the idea of being an idiot, moron, or fool. Also, "incredibly easy" implies that the chance of failure or making mistakes is slim to none — no errors, no problems, no worries.

Asserting that it is extremely easy is one way to calm those fears without actually saying in the copy something like, "I know you're worried."

That's called "mind reading," and while it can work in the hands of a pro copywriter, it can really backfire on you when the reader disagrees.

He breaks away from the copy, moves on, and that is that. No sale.

There are only a few copywriters we know of who do this well. We know for a fact that they know the markets that they play the "mind reading" game with as well or better than they know their own living room, so keep that in mind.


(7) The "Top Secret Sauce" Bullet

What the insider knows, the outsider, by definition, doesn't.

It is a consistent theme of modern times that many people believe that those with knowledge or power are keeping critical secrets from them on purpose. This could be the government, giant corporations, secret societies, etc.

We get to be the knight in shining armor who reveals the good news, the hidden truth, the missing piece of the puzzle. Most readers, whether they are conscious of it or not, feel that something is missing from their lives. You might as well be the one who shows up to fill in the gap and get paid.


(8) The "Avoid Dangerous Mistakes" Bullet

Life is not just about gain. It's also about protecting what you have and avoiding painful losses. Fear and scarcity are underneath this appeal.


(9) The "Shocking Surprise" Bullet

This type of bullet is straight out of the twilight zone. It's a bit of an art, but it works like gangbusters. You put together two statements or ideas that excite huge curiosity because they are rarely if ever seen together.


(10) The "You Can't Get This Anywhere But Here" Bullet

However, just because it's hard to get is not enough by itself. You need to amplify on why the value is connected to what the reader wants to achieve.


(11) The "Accountant" Bullet

As mentioned earlier, any type of bullet can benefit from using a specific number, usually an odd number, and usually at the beginning. But this kind of angle is so strong that we've set aside a whole category just for bullets where the main feature is simply the use of a number at the very beginning.

We don't know why it works. All we know is that it does work — and much better with odd numbers than even. You can put up any kind of statement, start it out with an odd number, and it will have pulling power.


(continued below)
“Keep away from people who try to belittle your ambitions. Small people always do that,
but the really great makes you feel that you, too, can become great.”
~ Mark Twain

Offline Mark Austin

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Re: Modern Copywriting Secrets - It's Not As Difficult As You Think
« Reply #2 on: June 27, 2013, 06:43:58 PM »

THE 11 BULL'S EYE BULLET TEMPLATES

(1) READ ALL ABOUT IT

Just discovered _____ [Product] makes you _____ [Benefit] overnight!

Just discovered skin care cream makes you look 20 years younger overnight!


(2) OLD RELIABLE HOW TO

Turn your _____ into _____ in _____ days with _____.

Turn your trash into cash in 7 days with online classifieds.

5 jealously guarded ways to _____ [Benefit] even _____ [Challenge].

5 jealously guarded ways to find buried treasure even on the busiest and most public beaches.


(3) FAST FOOD

The little-known trick for _____ [Extreme benefit] in _____ [Short period of time]! (Please do this _____). [Advise caution].

The little-known trick for losing 50 pounds in 5 days! (Please do this only under the watchful eye of a doctor).

The little-known trick for picking up 5 strippers in 5 days! (Please do this only if you want these wild crazy chicks to stick around... because they're not going to want to leave you... ever).

The little-known trick for building 100 cash-sucking websites in 24 hours. (Please do this only if you want server-melting traffic and unlimited automatic income while you sleep).


(4) TOTALLY IDIOT-PROOF

Worried that _____ [Niche belief]? I'd love to give you my _____ [Number] no-brainer fail-safe _____ [Niche] tricks that completely fix _____ [Problem related to belief] once and for all.

Worried that super hot girls won't look at you unless you flash a wad of cash? I'd love to give you my 8 no-brainer fail-safe pick-up tricks that completely fix the "no dough, no go" problem once and for all.


(5) GIGANTIC HUGE BENEFIT

How to ______ [Challenge], _____ [Challenge], and _____ [Benefit] — all in just _____ [Short time period]!

How to stroll into a strange town in the United States, locate a "no money down" property, and close the deal for thousands of dollars — all in just 48 hours!

How to go to the beach, rent a surfboard, and start surfing the big waves like a seasoned expert — all in just 48 hours!

How to saunter into a dance club you've never heard of, grab a hot horny chick away from the crowd of men talking with her, and get her into your bed for hours of sizzling hot sex — all in just 48 hours!


(6) THIS COULD NOT POSSIBLY BE ANY EASIER

What to do when _____ [Problem]? You will _____ [Benefit] and _____ [Benefit] — even if _____ [New problem] (or ______)! [Extreme problem]

What to do when a girl rejects you? You will have her eating out of your hand and begging you for your phone number — even if you don't have a car and you live with your parents (or on the street in a cardboard box)!


(7) TOP SECRET SAUCE

My secret method for _____ (but please don't try it until you've _____... don't worry, I'll tell you what they are!)

My secret method for picking up girls online (but please don't try it until you've mastered 5 magic words... don't worry, I'll tell you what they are!)

My "_____" [Clever name] Technique — it's my secret weapon to _____ [Benefit]... I wasn't going to reveal it — I may change my mind again....

My "Killer Cash Commando on Crack" Technique — it's my secret weapon to make tons of hard cold cash literally overnight... I wasn't going to reveal it — I may change my mind again....


(8) AVOID DANGEROUS MISTAKES

3 things you absolutely MUST avoid if you want to _____ [Benefit].

3 things you absolutely MUST avoid if you want to make money online.

The massively fatal mistake that most people make when _____ [Benefit]... here's how to do it right, plus it won't cost you a penny.

The massively fatal mistake that most people make when selling their own home... here's how to do it right, plus it won't cost you a penny.


(9) SHOCKING SURPRISE

Should you _____ [Problem] when you're trying to _____ [Benefit]? The answer will knock your socks off!

Should you eat pizza and drink beer when you're trying to lose weight? The answer will knock your socks off!


(10) YOU CAN'T GET THIS ANYWHERE BUT HERE

The one simple fact that makes ALL the difference between success and failure with your _____ [Niche]... and I'm the only one who reveals this.

The one simple fact that makes ALL the difference between success and failure with your golf swing... and I'm the only one who reveals this.

You absolutely MUST know this to _____ [Benefit]... and good luck finding this closely guarded secret anywhere else!

You absolutely MUST know this to get 28% per year on your money... and good luck finding this closely guarded secret anywhere else!


(11) ACCOUNTANT

4 _____ [Information] you must know if you are ever going to _____ [Benefit].

4 phone numbers you must know if you are ever going to succeed as a carpet cleaner.


THE INSTANT SALES LETTER TEMPLATE

Even the most elaborate sales letter consists of small chunks or modules.

Once you become familiar with these sales letter units, you will be able to identify these working units. Like pieces of a puzzle, they fit together to create a unified effect.

A sales letter is easily broken down into parts. When you understand these parts and their functions, then it is relatively easy to take one apart and put it back together again.

Like a simple engine, you can tear it apart and inspect the working parts. Then you can put it together and watch it do its thing.

A successful sales letter is a sort of moneymaking machine. Pour in the gas — in this case, prospects with money — and the machine comes alive. It produces motion, the movement of money from customer to seller.

We've argued that the essence of a successful sales letter contains only four working parts. However, it needs all four parts in order to do its job.

These parts are the H.O.B.O. Model: Headline, Opening, Bullets, Offer.

Below we break these four modules into smaller functional units. In order to keep it as simple as possible, we've produced an absolutely "bare bones" outline for you.

This outline has everything that works, and nothing that doesn't. You can always add more to a sales letter, but then the question becomes, "Which parts are doing the selling, and which are not (or worse, interfering)?"

We firmly believe that by keeping it simple, a lot of other problems in the art of assembling benefits according to a sales letter template will be avoided.

By simple, we don't mean simplistic. We mean lean, muscular, and effective. We hope you will agree after you go through what we've put together for you in the next section.


Introduction to the Instant Sales Letter Template

This is a complete sales letter template. By complete, we mean absolutely everything that you need for your full-page sales letter is included.

Since like a work of art, it must speak for itself, we will let it do just that.

After you go through it, look for the four H.O.B.O. modules. You will see that they are being expanded and activated in exactly the positions that we’ve defined.

We will also go into transition sentences, since that is the other main challenge (besides headlines and bullets). Transitions are one more sales letter ingredient that is a frequent target for "swiping."

When you swipe, please err on the side of caution. We suggest the golden rule of copy swiping: "Swipe unto others as they would swipe unto you."

If you would be uncomfortable with somebody doing the swiping from your copy that you are contemplating doing to his/hers, then you are violating the golden rule of swiping. If, on the other hand, you believe that you would just nod your head and wryly smile, saying "Man, that's one clever swiping job" — then we would say it abides by the golden good will swiping rule.

Fortunately, we found an excellent free source for you online that is just stuffed with great lead and connecting phrases. You will find that reference in the Notes. (30)

We cannot cover design features, the window dressing, in this short report.

In our opinion, these improvements are like make-up. Make-up can make a plain woman attractive and a beautiful woman stunning — but make-up cannot make a plain woman stunning.

We are providing a "beautiful" sales letter blueprint. You can pay your Web designer to add some great make-up and make it stunning or you can do that yourself, but even if you don't add a thing, this template is a beautiful machine that will make some beautiful money.

Finally, after elucidating this full sales letter template, we put on display for you a full-bodied sales letter based on this precise template. We are certain that once you see the skeleton (template) fully fleshed out, you will see its charismatic cash-pulling power.

True, we had some fun with this demo sales letter. It's a little over the top, but in today's crazy world, we would say not by much.

That's a sales letter benefits assembly tip right there. Go a bit crazy. You can always bring the energy down a notch to modulate the inspired madness.

Frankly, you want some raw "crazy" juice in your sales letter. If it's not there to begin with, no amount of editing or "fixing" can add that fresh energy.

If you're not sure what we mean by "energy," just remember that the unwritten rule of copywriting, as in Hollywood, is, "whatever you do, don't be boring!"

We live in an entertainment culture. Therefore, our sales letter must entertain if it is to be effective. You will see what we mean when you get to our sample sales letter that we created directly from the H.O.B.O. template.


The Instant Sales Letter Template

When we said this was "bare bones," we weren't kidding!

We took this approach because we really want to expose the essential skeleton of the successful sales letter. We are familiar with some templates by other sales letter pros. We have not found one that we could look at and say, "This is simple and complete with everything out in the open."

Since we couldn't find it, we created our own.

The headline units are flush left. The text blocks are indented. The bullets look like this: "— Bullet."

First, we show you the bare bones template.

Then we provide a detailed explanation of the template, chunk by chunk.

Then we show you the template with the actual content filled in.

Finally, we show you the finished sales letter with some simple but effective formatting applied to it.

Here is your H.O.B.O. instant sales letter template.

Have fun with it... and make lots of sales!


H.O.B.O. UNIVERSAL SALES LETTER TEMPLATE

HEADLINE

SUB-HEADLINE

Dear Friend,

FIRST LINE

FIRST PARAGRAPH

SUB-HEADLINE

PARAGRAPH

PARAGRAPH

Just imagine...

— BULLET #1

— BULLET #2

— BULLET #3

— BULLET #4

— BULLET #5

PARAGRAPH

Transition Sentence

SUB-HEADLINE:

PARAGRAPH

PARAGRAPH

Transition Sentence

— BULLET #1

— BULLET #2

— BULLET #3

— BULLET #4

— BULLET #5

Transition Sentence

Transition Sentence

Transition Sentence

PARAGRAPH

<Click Here Now!> URL ORDER LINK

SUB-HEADLINE

BONUS #1 TITLE

BONUS #1 DESCRIPTION

BONUS #2 TITLE

BONUS #2 DESCRIPTION

BONUS #3 TITLE

BONUS #3 DESCRIPTION

SUB-HEADLINE

PARAGRAPH

PARAGRAPH

<Click Here Now!> URL ORDER LINK

PARAGRAPH

"SINCERELY"

P.S.1

P.S.2

<Click Here Now!> URL ORDER LINK


Instant Sales Letter Template — Hidden Role of the Subheadlines

We've already covered the creation of headlines, so now we are looking at the use of subheadlines in the full sales letter template. Here are a few things that are important to do.

The really obvious thing is that the point size of the words is bigger. The words start with capitalized first letters. Often, though not always, the headline and subheadlines are in a shade of red.

Putting headlines and subheadlines in quotes used to be the vogue, but it seems to have fallen off. Quotes around the main headline may still be a good idea. The concept is that this makes the sales headline look more like a news article headline, thus soaking up some of the instant credibility of the legitimate news headline.

The subheadlines should tell a story or follow some kind of logical sequence. Lots of people will skim a sales letter. The way they do this is to hit the highlights first to see if they are even interested.

These "highlights" are the subheadlines. Not only do the subheadlines need to arouse curiosity and function like hooks to pull the reader in, they need to flow from the top of the sales letter to the bottom in a way that makes sense to the reader. If a reader were to look only at this logical sequence of subheadlines, it would be like he was reading a condensed sales letter.


Instant Sales Letter Template — Bonuses and Punchy Paragraphs

Even this detailed breakdown is pretty simple. We amplify the points that must be explained, but it's still extremely bare bones. We're pretty sure that the light bulbs will come on when you see our fully realized example from the template, in case they do not do so before then.

If this template is too short for your purposes, just add more subheadlines and more paragraphs. Keep your paragraphs VERY short.

That means only a few lines. Sprinkle in paragraphs that are only a single pithy sentence too. This type of copy is often described as "punchy" (meaning the sentences are like the one-two and one-two-three punch combinations in boxing).

The sales letter is a one-sided conversation. You say something, then the reader thinks something. They are a silent partner in a two-way dialogue.

Note that we've added three bonuses. This is where they would show up according to the formula.

Then the H.O.B.O. Formula becomes H.O.B.B.O. or "Headlines, Opening, Bullets, Bonuses, Offer." But that's kind of silly. Also, we don't know if you will be including bonuses or not. The Bonus section is there if you need it.

Bonuses are optional, but they add excitement to your proposal. Plus, people have come to expect them, at least online.

Bonuses can be fun to create and can shed new light on your target market and your flagship product. Sometimes, bonuses evolve into new products. Also, some people buy the product just to get your bonuses.

In sum, we recommend bonuses but, strictly speaking, they are not one of the main four ingredients. Furthermore, you may be offering a persuasive benefit, such as free 24- hour telephone support seven days a week for, say, a medical service, that really acts like a hidden bonus.

We would say create an offer so compelling that bonuses are not needed. Then produce bonuses so good that people buy the product just to get the bonuses!

In the template below, the four main sections should be pretty obvious (even though we didn't label all of them). Yes, there is more written text than just the Opening per se, but that is only because this is a full-blown sales letter.

In a standard squeeze page, the text that tells the story or gives the background for the Offer is the Opening. The squeeze page is a short sales letter, so the Opening fits between the Headline and the Bullets nicely.


H.O.B.O. UNIVERSAL SALES LETTER TEMPLATE — DETAILED BREAKDOWN

MAIN HEADLINE [Bold, Red, Large, and In Charge!]

SUB-HEADLINE [Bold Font size is smaller than the Main Headline.]

Dear Friend, [Just like this. Add your picture and time of day, if you like.]

FIRST LINE [First line HERE must GRAB the reader's attention!]

FIRST PARAGRAPH [First paragraph needs to be KILLER! It must hold the reader's interest. Use your own backstory of failure as a hook.]

SUB-HEADLINE [Bold Font size. Jump into your success story. It's exciting!]

PARAGRAPH [Describe your journey. Keep it interesting, even amusing.]

PARAGRAPH [Introduce the product, its benefits, and ease of use.]

Just imagine _____ [Fill in the blank with one of the options. Bold it.]

— BULLET #1

— BULLET #2

— BULLET #3

— BULLET #4

— BULLET #5

PARAGRAPH [Talk up new product benefits. Make extreme statements.]

...And that's just the beginning. Get ready for _____ [Niche benefit]!

SUB-HEADLINE [Bold Font size. Address skepticism or doubts here.]

PARAGRAPH [Say more about your old failure story. Give details.]

PARAGRAPH [Talk about how/why product works and your new success.]

Can you _____ [see/hear/feel/get/grasp] the power of that?

Hey, I'm just getting warmed up. Check out this _____ [Niche language]!

— BULLET #1

— BULLET #2

— BULLET #3

— BULLET #4

— BULLET #5

Thousands of satisfied _____ [Niche customer] have purchased _____ [Product]. Now it's your _____ [Niche language] turn!

Order now to get _____ [Special discount, limited supply, price raise].

This special offer ends _____ [Time limit].

Try _____ [Product] out at my risk. [Use strong guarantee language].

<Click Here and Grab Your _____ [Product] Now!> [URL order link.]

SUB-HEADLINE: You Get _____ [Number] Amazing Bonuses If You Act Now!

BONUS #1: [Title goes here]

[Bonus #1 Description goes here]

BONUS #2: [Title goes here]

[Bonus #2 Description goes here]

BONUS #3: [Title goes here]

[Bonus #3 Description goes here]

SUB-HEADLINE: Test Drive _____ [Product] For _____ [Number] Days Risk- Free

PARAGRAPH: [Elaborate on the offer. Be dramatic.]

PARAGRAPH: [Elaborate on the guarantee & refund policy. Be outspoken.]

<Click Here and Grab Your _____ [Product] Now!> [URL order link.]

PARAGRAPH: [Elaborate on the delivery time. Be realistic.]

"SINCERELY"

P.S. #1 [Restate your sales pitch. Ask for the sale again. It's okay to just add a paragraph here with no "P.S." The same is true for the next paragraph too.]

P.S. #2 [Restate the special price or other buy now pressures. Mention the bonuses. Make another call for action to close the sale.]

<Click Here and Grab Your _____ [Product] Now!> [URL order link.]


H.O.B.O. SALES LETTER — BENEFITS ASSEMBLY USING TEMPLATE
(from a well known salesletter)

MAIN HEADLINE [Bold, Red, Large, and In Charge!]

Smell Like Hot Steamy Sex and Get Laid in 24 Hours -- 100% Guaranteed!

SUB-HEADLINE [Bold Font size is smaller than the Main Headline.]

How Can We Guarantee It? Because It's Based on HARD Science!

Dear Friend, [Just like this. Add your picture and time of day, if you like.]

Dear Friend,

FIRST LINE [First line HERE must GRAB the reader's attention!]

It's true... I'm ashamed to say it, but I NEVER got laid!

FIRST PARAGRAPH [First paragraph needs to be KILLER! It must hold the reader's interest. Use your own backstory of failure as a hook.]

I even tried those expensive Pick Up Artist courses. In fact, I spent $10,000 going to their stupid seminars. Nothing worked... then I heard about "Super 9" Pheromone Spray! Whoo-hoo!

SUB-HEADLINE [Bold Font size. Jump into your success story. It's exciting!]

A Tiger in the Bedroom!

PARAGRAPH [Describe your journey. Keep it interesting, even amusing.]

Now I can't keep the chicks off me. They beg me for sex night and day. I've lost 50 pounds because I have sex 3 times a day -- with different chicks. Frankly, if you're already skinny, I'm not sure I would recommend SUPER 9 to you.

PARAGRAPH [Introduce the product, its benefits, and ease of use.]

SUPER 9 is so easy to use, it's ridiculous. Just spray it under your arms and on your privates. Then spray it on the back of your neck and on your shirt. That's it!

Just imagine _____... [Fill in the blank with one of the options. Bold it.]

Just imagine having the crazy sex life you've always dreamed of...

— BULLET #1 Have sex with more beautiful women than you can handle!

— BULLET #2 Walk into a club and all the girls run up to you and start hugging you.

— BULLET #3 Sexy girls you've never seen before come up to you and grab your ass and your crotch and whisper their phone number in your ear.

64

— BULLET #4 Girls even break out in catfights over you, pulling each other's hair and ripping their clothes off! (It's true; I've seen it more than once).

— BULLET #5 Amazing, but true, your penis starts growing too.

PARAGRAPH [Talk up new product benefits. Make extreme statements.]

You will laugh at the idea of being scared of women. Now you have a new problem -- finding time alone when they are not trying to unzip your pants.

...And that's just the beginning. Get ready for _____ [Niche benefit]!

...And that's just the beginning. Get ready to be... The MAN!

SUB-HEADLINE [Bold Font size. Address skepticism or doubts here.]

You Think I'm Kidding? You Don't Know What A Pathetic Loser I Was!

PARAGRAPH [Say more about your old failure story. Give details.]

You've heard of the proverbial 98-pound weakling?

Well, I was that guy when it came to chicks.

Frankly, I was terrified of them. If it had been up to me going through some kind of psychological transformation, then forget it. I was hopeless.

PARAGRAPH [Talk about how/why product works and your new success.]

But SUPER 9 is a CHEMICAL! Do you know what that means?

It means that no matter how I feel, scared or confident or some place in between, I've got that magic potion scientific "pheromone" scent working for me overtime to make me "Killah" with the Ladies.

Can you _____ [see/hear/feel/get/grasp] the power of that?

Can you feel the power of that?

Hey, I'm just getting warmed up. Check out this _____ [Niche language]!

Hey, I'm just getting warmed up. Check out this bad boy action!

— BULLET #1 Legally "pimp out" willing hot girls eager for extra fast cash.

— BULLET #2 Pick up gorgeous strippers with ease.

— BULLET #3 Get girl-girl action like crazy. Can you say "three-way"?

— BULLET #4 Go for hours like a horny stallion until she just can't take it any more.

— BULLET #5 Give her so many screaming orgasms she loses her voice!

Thousands of satisfied _____ [Niche customer] have purchased _____ [Product]. Now it's your _____ [Niche language] turn!

Thousands of satisfied men have purchased SUPER 9. Now it's your freaking turn!

Order now to get _____ [Special discount, limited supply, price raise].

Order now to get 50% off.

This special offer ends _____ [Time limit].

This special offer ends tonight.

Try _____ [Product] out at my risk. [Use strong guarantee language].

Let me assume ALL of the risk! Try "SUPER 9" for 30 days. If you're not totally knocked out by the results, I'll be delighted to return every penny with a smile, no questions, and a big thank you just for trying it!

<Click Here and Grab Your _____ [Product] Now!> [URL order link.]

<Click Here and Grab Your Bottle of "SUPER 9" Now!>

SUB-HEADLINE: You Get _____ [Number] Amazing Bonuses If You Act Now!

You Get 3 Amazing Bonuses If You Act NOW!

BONUS #1: [Title goes here]

Bonus #1: Endless Orgasms

[Bonus #1 Description goes here]

The 7 secrets to driving women crazy mad in bed.

BONUS #2: [Title goes here]

Bonus #2: Turn Her into Your Sex Slave for Life!

[Bonus #2 Description goes here]

You just can't have too many sex slaves. When they're not having sex with you, they can cook, clean, or do your laundry.

BONUS #3: [Title goes here]

Bonus #3: Become a Sex God Worshipped by 1000s of Women

[Bonus #3 Description goes here]

The ultimate truth of how to become an immortal sex god and how it got suppressed by the Christian Church. These secrets have not been out in the open for 2000 years. But they are available today if you order now.

SUB-HEADLINE: Test Drive _____ [Product] For _____ [Number] Days Risk- Free

Test Drive "SUPER 9" For 30 Days Risk-Free

PARAGRAPH: [Elaborate on the offer. Be dramatic.]

Trust me, you've never seen anything like this. Don't be surprised if you get accused of making a deal with the Devil (or with the Pagan God of Wild & Crazy Sex).

PARAGRAPH: [Elaborate on the guarantee & refund policy. Be outspoken.]

If you're not totally thrilled with the results after one month, just send the bottle back for a total refund (less the shipping).

<Click Here and Grab Your _____ [Product] Now!> [URL order link.]

<Click Here and Grab Your Bottle of "SUPER 9" Now!>

PARAGRAPH: [Elaborate on the delivery time. Be realistic.]

NOTE: This is a physical product. Please allow 2 weeks for delivery.

YOUR "SINCERELY"

Sincerely, Mike "Sex God" Marz

P.S. #1 [Restate your sales pitch. Ask for the sale again. It's okay to just add a paragraph here with no "P.S." The same is true for the next paragraph too.]

Thousands of men all over the world are getting laid right and left thanks to SUPER 9. How about you? Isn't it your turn?

P.S. #2 [Restate the special price or other buy now pressures. Mention the bonuses. Make another call for action to close the sale.]

Come back tomorrow to this website and our special one-time 50% off discount offer will be... GONE! Act now to save 50% and get your bonuses!

<Click Here and Grab Your _____ [Product] Now!> [URL order link.]

<Click Here and Grab Your Bottle of "SUPER 9" Now!>


H.O.B.O. SALES LETTER — FINAL SALES LETTER WITH SIMPLE DESIGN

"Smell Like Hot Steamy Sex and Get Laid in 24 Hours — 100% Guaranteed!"

How Can We Guarantee It? Because It's Based on HARD Science!

Dear Friend,

It's true... I'm ashamed to say it, but I NEVER got laid!

I even tried those expensive Pick Up Artist courses. In fact, I spent $10,000 going to their stupid seminars. Nothing worked... then I heard about "Super 9" Pheromone Spray! Whoo-hoo!

A Tiger in the Bedroom!

Now I can't keep the chicks off me. They beg me for sex night and day. I've lost 50 pounds because I have sex 3 times a day — with different chicks. Frankly, if you're already skinny, I'm not sure I would recommend SUPER 9 to you.

SUPER 9 is so easy to use, it's ridiculous. Just spray it under your arms and on your privates. Then spray it on the back of your neck and on your shirt. That's it!

Just imagine having the crazy sex life you've always dreamed of...

Have sex with more beautiful women than you can handle!

Walk into a club and all the girls run up to you and start hugging you.

Sexy girls you've never seen before come up to you and grab your ass and your crotch and whisper their phone number in your ear.

Girls even break out in catfights over you, pulling each other's hair and ripping their clothes off! (It's true, I've seen it more than once).

Amazing, but true, your penis starts growing too.

You will laugh at the idea of being scared of women. Now you have a new problem — finding time alone when they are not trying to unzip your pants.

...And that's just the beginning. Get ready to be... The MAN!

You Think I'm Kidding? You Don't Know What A Pathetic Loser I Was!

You've heard of the proverbial 98-pound weakling?

Well, I was that guy when it came to chicks.

Frankly, I was terrified of them. If it had been up to me going through some kind of psychological transformation, then forget it. I was hopeless.

But SUPER 9 is a CHEMICAL! Do you know what that means?

It means that no matter how I feel, scared or confident or some place in between, I've got that magic potion scientific "pheromone" scent working for me overtime to make me "Killah" with the Ladies.

Can you feel the power of that?

Hey, I'm just getting warmed up. Check out this bad boy action!

Legally "pimp out" willing hot girls eager for extra fast cash.

Pick up gorgeous strippers with ease.

Get girl-girl action like crazy. Can you say "three-way"?

Go for hours like a horny stallion until she just can't take it any more.

Give her so many screaming orgasms she loses her voice!

Thousands of satisfied men have purchased SUPER 9. Now it's your freaking turn!

Order now to get 50% off. This special offer ends tonight.

Let me assume ALL of the risk! Try "SUPER 9" for 30 days. If you're not totally knocked out by the results, I'll be delighted to return every penny with a smile, no questions, and a big thank you just for trying it!

<Click Here and Grab Your Bottle of "SUPER 9" Now>

You Get 3 Amazing Bonuses If You Act NOW!

Bonus #1: Endless Orgasms

The 7 secrets to driving women crazy mad in bed.

Bonus #2: Turn Her into Your Sex Slave for Life!

You just can't have too many sex slaves. When they're not having sex with you, they can cook, clean, or do your laundry.

Bonus #3: Become a Sex God Worshipped by 1000s of Women

The ultimate truth of how to become an immortal sex god and how it got suppressed by the Christian Church. These secrets have not been out in the open for 2000 years. But they are available today if you order now.

Test Drive "SUPER 9" For 30 Days Risk-Free

Trust me, you've never seen anything like this. Don't be surprised if you get accused of making a deal with the Devil (or with the Pagan God of Wild & Crazy Sex). If you're not totally thrilled with the results after one month, just send the bottle back for a total refund (less the shipping).

<Click Here and Grab Your Bottle of "SUPER 9" Now>

NOTE: This is a physical product. Please allow 2 weeks for delivery.

Sincerely, Mike "Sex God" Marz

Thousands of men all over the world are getting laid right and left thanks to SUPER 9. How about you? Isn't it your turn?

Come back tomorrow to this website and our special one-time 50% off discount offer will be... GONE! Act now to save 50% and get your bonuses!

<Click Here and Grab Your Bottle of "SUPER 9" Now>

We trust the content of this sales letter was okay with you. If not, please keep in mind that it is for a mythical product. To the best of our knowledge, no such product exists. So, it is a fictional instructional exercise that we hope was entertaining as well. As you may know, controversy rarely hurts sales.

The other point we would like to make is that the sales letter could just as easily been pointed at women and what they lust after or deeply desire. Specifically, being the more practical of the sexes, as for as we know most women would like very much to have as their partner a handsome generous millionaire who worships the ground that they walk on!

Here's how the first two sections, the Headlines and the Offer, could play out. The next section is, of course, the Bullets. We don't really want to rewrite the whole sales letter, but we do want to make a point.


"No Matter What You Look Like, You Will Marry a Handsome Generous Millionaire in 7 Days — 100% Guaranteed!"

How Can We Guarantee It? Because We Have Discovered the Science of LOVE Attraction!

Dear Friend,

It's true... I'm ashamed to say it, but I NEVER dated!

And, yes, I'm still a shy virgin.

I even tried those expensive online "meat markets." You know their names.

Nothing was working for me. Frankly, I'm below-average in appearance, so I think when I put up my picture... well, that was that!

I was full of despair. I was contemplating just how exactly I was going to commit suicide when an old girlfriend from high school sent me an email.

She said, "Louise, you're not going to believe it! I just married a handsome, rich, generous guy! The 'Land a Millionaire in 7 Days' dating service works!"

I put down the loaded revolver I had positioned at my temple. Could it be true? Is there really a dating service that would enable me, a plain jane if ever there was one, to meet and marry a handsome generous millionaire?

Just Like in the Movies — I Met My Millionaire!

Now, I am the happiest woman in the world. Each day, I pinch myself to make sure I'm not dreaming!

I will be honest with you: The "Land a Millionaire in 7 Days" dating service in Hollywood, California is not cheap. But since they delivered a millionaire husband to me right on schedule, it was worth every penny!

Just imagine being married to a kind, unselfish, good-looking millionaire who worships you and loves everything about you...

... AND SO ON... IT'S FUN... JUST FOLLOW THE H.O.B.O. TEMPLATE!


22 "Just imagine..." Template Variations

The "Just imagine..." transition sentence in the full sales letter template is a critical one. Here are no less than 22 variations on the theme. One of these is sure to get your creative juices flowing!

Just imagine the sheer excitement of being able to...

Just imagine having the _____ [Niche] lifestyle of your dreams!

So just imagine how your life will take off when...

Just imagine having your own...

Just imagine the money you'll make when...

Just imagine… you're walking down the beach and...

Just imagine, you're at the beach relaxing, sipping a margarita, and meanwhile your...

Just imagine what I did with two...

Here's my point: Just imagine...

Once you've experienced the sheer joy of _____ [Benefit], just imagine what else being able to _____ [Benefit] will mean for you...

Just imagine if you sold _____ [Number] times what you're selling now ...

Just imagine what it would be like if you had the power to....

Just imagine how quickly you can make money if....

Just imagine waking up each morning, checking your e-mail inbox, and finding it stuffed with "Notification Of Payment ...

Just imagine making...

Just imagine yourself, next week, enjoying complete peace of mind. ...

Now, just imagine...

Just imagine having the ability to...

Just imagine what it's like to...

Just imagine what it would be like to...

Just imagine the sheer joy of....

Just imagine the thrill of...


"Don't Balk — Talk!" and Three Great Copy Assembly Resources

One of the reasons that we wrote these two sales letters with tongues firmly in cheek is that we want to convey how much FUN writing a sales letter can be!

Our sense is that it tends to be a rather grim, even scary, business for many entrepreneurs. So we tried to lighten things up.

We have one more really good trick up our sleeves. Think of it as a gigantic surprise bonus that we just tacked on to our offer at the last moment.

Here is our suggestion: you don't have to "write" your sales letter at all!

We don't mean hiring somebody. You will still have to familiarize yourself with your product benefits, but the actual writing of the copy part, a sticking point for so many otherwise very sharp people, can be circumvented.

The trick is to TALK your sales letter. There are several ways to do this.

You can dictate your sales letter and then have the recording transcribed via oDesk.com or another reliable service. Fiverr.com offers many services for just $5, so check it out if you want to outsource for ultra cheap. (31,32)

If you plan on talking the copy for lots of sales letters or otherwise would like to transcribe your voice recordings on a regular basis, then we recommend the software “Dragon NaturallySpeaking.” This brilliant software "learns" your unique personal voice. (33,34)

After this learning phase, it produces your transcripts on the fly. So if you need lots of voice recordings transcribed, it will pay for itself very quickly.

Two minor cautions with this voice recognition product. First, it seems to work best with PC applications. Second, make sure that your headset or your digital audio recorder is compatible with the software. Not all audio recording devices are suitable. (35,36,37)

There are tricks for getting the talking part flowing. For example, you can have a friend or business partner interview you about your product or service. Transcribe your answers. You're well on your way to a sales letter.

Or talk out loud to your mother or a good friend about your product or service. They live somewhere else, but you can imagine that they are with you.

Make sure to convey your excitement. Don't hold back. Help this person that you know and trust feel your passion.

If you prefer, you can actually call up your mother or your friend and record the telephone call. Make sure that's okay with them, of course.

The professional variation of this is to talk to happy customers over the phone or in person and record the conversation. Their enthusiastic language and unique product insights can provide invaluable help to the copywriter.

In the Notes, we list websites by two leading copywriters who are able to dispense with the usual copy elitist smoke and mirrors: Michel Fortin and Clayton Makepeace. They are brilliant teachers who love to teach. (38)

If you want to pursue your copywriting education, we highly recommend their free resources. In terms of paid copywriting training at the professional level, the consensus seems to be that Makepeace offers the most detailed and comprehensive step-by-step copywriting training available. (39)

For practical, no nonsense, business builders who just want to grab some killer copywriting chops fast, including tons of handy cheat sheets and loads of quick and dirty copy templates, we heartily recommend direct marketing whiz Yanik Silver's copywriting products. An "old school" direct mail and fax marketer who is now an Internet marketing giant, Silver is uniquely qualified to provide advice to many types of online and offline business owners. (40)

We hope you've had fun learning our easy approach to writing sales copy. We know that we've had fun sharing it with you. So get going. Collect and assemble those benefits!

Put the H.O.B.O. Formula into action. Let it do the bulk of the work for you.



 ----- FOOTNOTES-----

(1) Galletti, Carl, "If You Would Like to Write Direct Mail Sales Letters That Could Make You RICH, Here Is a 100% Guaranteed Way For You To Learn How In The Shortest Possible Time...," para 12 - 13, 24 - 25, http://www.copycoach.com/, accessed October 5, 2010.

(2) Hollingshead, Paul, Can You Write a Letter Like This One?, para 34 - 38, http:// www.thewriterslife.com/home/, accessed October 5, 2010.

(3) Galletti, Carl, Galletti Uncovers the Secrets of Good Copy, http://www.carlgalletti.net/, accessed October 5, 2010.

(4) Galletti, Carl, Top Internet Marketer Carl Galletti Bio Info and An Index to Web Sites, http://www.carlgalletti.com/, accessed October 5, 2010.

(5) Galletti, Carl, This Copywriting Course by Top Internet Marketer, Carl Galletti Gets RESULTS, para 8, http://www.1-copywriting-course.com/, accessed October 5, 2010.

(6) Galletti, Carl, This Copywriting Course by Top Internet Marketer, Carl Galletti Gets RESULTS, para 9 - 11, http://www.1-copywriting-course.com/, accessed October 5, 2010.

(7) Senoff, Michael, John E. Kennedy - Marketing Master, para 6, http:// www.hardtofindseminars.com/John_E_Kennedy.htm, accessed October 5, 2010.

(8) Downarowicz, Stephen, Oprah Winfrey’s Montecito CA home has appreciated well in a solid Santa Barbara California real estate market, http://santabarbarapocketlistings.com/ 2008/03/08/oprah-winfrey%E2%80%99s-montecito-ca-home-has-appreciated-well-in-a-solid- santa-barbara-california-real-estate-market/, accessed October 5, 2010.

(9) Downarowicz, Stephen, Oprah Winfrey’s Montecito CA home has appreciated well in a solid Santa Barbara California real estate market, para 1, http://santabarbarapocketlistings.com/ 2008/03/08/oprah-winfrey%E2%80%99s-montecito-ca-home-has-appreciated-well-in-a-solid- santa-barbara-california-real-estate-market/, accessed October 5, 2010.

(10) Halbert, Gary, The Gary Halbert Letter, para 2 - 11, http://www.thegaryhalbertletter.com/ Newsletters/azkh_starving_crowd.htm, accessed October 5, 2010.

(11) Treasure map, http://dir.coolclips.com/History/Pirates/Treasure_Maps/ treasure_map_trav0176.html, accessed October 5, 2010.

(12) Treasure Maps Vector Clipart, http://dir.coolclips.com/History/Pirates/Treasure_Maps/, accessed October 5, 2010.
"Welcome to the most sought-after collection of royalty-free clip art, stock photos, fine art illustrations, GIF animations, and flash animations in the world!... Find your favorite picture now and simply checkout and download directly to your computer! Great results are both Fun & Easy with CoolClips! This section focuses on Treasure Maps, Historical Reference, Map, Treasure, Treasure Map."

(13) Four-stroke engine, para 3 - 6, http://en.wikipedia.org/wiki/Four-stroke_engine, accessed October 5, 2010.

(14) Mallaghan, Paul, What Can You Learn From 1117 Copyblogger Headlines?, http:// www.scribblemill.co.uk/1117-copyblogger-headlines/, accessed October 5, 2010.

(15) "Gene Schwartz at Rodale," rare video, 1994. Length 01:26:32.
"Gene Schwartz Workshop at Rodale Press on May 11, 1994. Introduction by Pat Corpora."
Reference to this Gene Schwartz direct marketing arthritis headline is around 01:10:00 in this video. A few years ago, this video was for sale online from Carl Galletti. We could not find it being sold anywhere online now.

(16) Schwartz, Eugene, Breakthrough Advertising, http://www.scribd.com/doc/21002597/ Breakthrough-Advertising-by-Eugene-M-Schwartz, accessed October 5, 2010.
Here is Schwartz' copywriting classic available for free download as a PDF. This brilliant book is also for sale as a hardback book on Amazon.com. It is not just about copywriting. It is more about creating a marketing business from a million dollar idea, a feat Schwartz has accomplished multiple times.

(17) Patoine, Brenda, Desperately Seeking Sensation: Fear, Reward, and the Human Need for Novelty, para 9 - 28, http://www.dana.org/media/detail.aspx?id=23620, accessed October 5, 2010.

(18) Berns, Gregory, Satisfaction: The Science of True Fulfillment, http:// bookoutlines.pbworks.com/Satisfaction%3A-The-Science-of-True-Fulfillment, accessed October 5, 2010.

(19) Berns, Gregory, Satisfaction: The Science of True Fulfillment, para 1 - 4, 6, http:// bookoutlines.pbworks.com/Satisfaction%3A-The-Science-of-True-Fulfillment, accessed October 5, 2010.
Creative Commons License 3.0
Attribution-ShareAlike 3.0 Unported, http://creativecommons.org/licenses/by-sa/3.0/, accessed October 5, 2010.
You are free: to Share — to copy, distribute, and transmit the work to Remix — to adapt the work
Under the following conditions: Attribution — You must attribute the work in the manner specified by the author or licensor (but not in any way that suggests that they endorse you or your use of the work).

(20) Carnegie, Alicia, Stop Wasting Your Time and Money with Fad Diets and Expensive Pills - You'll Never Have to Worry about Losing Weight Again, http://www.dietdestroyer.com/, accessed October 5, 2010.
Here is the sales letter for an actual digital product with a similar USP to that of our headline. The copy is wordy, the bullets are bland, and the headline is weak, but this sales letter does closely follow our H.O.B.O. formula.

(21) FAQ: Missing Children, para 3, http://www.missingkids.com/missingkids/servlet/ PageServlet?LanguageCountry=en_US&PageId=2816, accessed October 5, 2010.

(22) Clark, Brian, 10 Sure-Fire Headline Formulas That Work, http://www.copyblogger.com/10- sure-fire-headline-formulas-that-work/, accessed October 5, 2010.
Here are some simple yet powerful headline templates from Clark.

(23) Clark, Brian, 7 More Sure-Fire Headline Templates That Work, http:// www.copyblogger.com/headline-swipe-file/, accessed October 5, 2010.
Here are more easy-to-use yet potent headline templates from Clark.

(24) kiziqi, They All Laughed When I Sat Down At The Piano… But When I Started To Play!, http://marchingagainstphilip.wordpress.com/2010/04/26/they-all-laughed-when-i-sat-down- at-the-piano-but-when-i-started-to-play/, accessed October 5, 2010.
In addition to the featured image, this blog post provides the complete text of the advertising copy for this classic advertisement. This makes it an extremely valuable resource, as this was an exceptionally successful ad.

(25) Mallaghan, Paul, The Difference Between Features and Benefits, Saw-Style, para 5 - 15, http://www.scribblemill.co.uk/difference-features-benefits/, accessed October 5, 2010.

(26) Clark, Brian, Little Known Ways to Write Fascinating Bullet Points, http:// www.copyblogger.com/little-known-ways-to-write-fascinating-bullet-points/, accessed October 5, 2010.

(27) Johnson, Nathania, Confessions of an SEO Copywriter (You don't need a lot of copy), para 1 - 6, http://blog.searchenginewatch.com/090717-154940, accessed October 5, 2010.

(28) Becker, Dennis, “Discover How To Get Massive Quantities Of FREE High-Quality Traffic So Targeted It’s GUARANTEED To Convert Into Sales!”, http://e1kad.com/r/the-best-free-quality- traffic-you-could-ask-for, accessed October 5, 2010.

(29) Rasmussen, Michael, How To Create A "Squeeze Page," http:// www.michaelrasmussen.com/newsletters/ims7.pdf, accessed October 5, 2010.

(30) Copywriting Transition Phrases, http://www.copywriting-express.com/ Copywriting_Transition_Phrases.html, accessed October 5, 2010.

(31) Odesk, http://www.odesk.com/#reloaded, accessed October 5, 2010.

(32) Fiverr, http://www.fiverr.com/, accessed October 5, 2010.

(33) Dragon NaturallySpeaking Home, http://www.nuance.com/for-individuals/by-product/ dragon-for-pc/home-version/index.htm, accessed October 6, 2010.

(34) Company legal notices, http://www.nuance.com/company/company-overview/company- policies/legal-notices/index.htm, accessed October 6, 2010.
There is no indication of a trademark being displayed in relation to their legal notice, packaging, or general use in descriptions. This Wiki summary sheds more light on that situation, which may be due to its uneven history.
Dragon NaturallySpeaking, http://en.wikipedia.org/wiki/Dragon_NaturallySpeaking, accessed October 6, 2010.

(35) Nuance Communications, Inc., Dragon NaturallySpeaking 10 Standard, http:// www.amazon.com/Nuance-Communications-Inc-A309A-G01-10-0-NaturallySpeaking/dp/ B001B5J7T8, accessed October 6, 2010.
Platform: Windows 2000 / 2003 Server / XP / Vista / 7

(36) Regarding headset and digital audio recorder compatibility, visit Nuance.com, click on Support > Hardware Compatibility List > Dragon NaturallySpeaking > Headset Microphones Current (or Headset Microphones Legacy or Recorders Current or Recorders Legacy).
Hardware compatibility list, http://support.nuance.com/compatibility/, accessed October 6, 2010.

(37) Williams, Bret. Mastering Dragon NaturallySpeaking [Kindle Edition], American Dictation Technology Labs, Second Edition, 2009.
Williams, Bret, Mastering Dragon NaturallySpeaking [Kindle Edition], http://www.amazon.com/ Mastering-Dragon-NaturallySpeaking-ebook/dp/B00315681Q, accessed October 6, 2010.

(38) Fortin, Michel, http://www.michelfortin.com/, accessed October 6, 2010.
To appreciate the unique flavor of Fortin's teaching, check out this eye-opening post on his blog. Fortin consistently delivers more value in his free blog posts than most people do in their paid products.
Fortin, Michel, Forget Benefits, And You Will Sell More, http://www.michelfortin.com/forget- benefits-and-you-will-sell-more/, accessed October 6, 2010.

(39) Makepeace, Clayton, The Total Package, http://www.makepeacetotalpackage.com/, accessed October 6, 2010.
There's massive excellent free value on Makepeace's web site. Check out this series of top copy dog interviews. There's lots more where this came from.
Makepeace, Clayton, Interviews With America’s Top Direct Marketing Copywriters, http:// www.makepeacetotalpackage.com/tools/interviews-with-top-copywriters/, accessed October 6, 2010.

(40) Silver, Yanik, Stop Writing Sales Letters The Hard Way!, http:// www.instantsalesletters.com/, accessed October 6, 2010.
This is Yanik Silver's fill-in-the-blank templates. It is not software.
We like this toolkit because it is extremely practical, very easy to use, and it really delivers lots of value for the price. It does most of the heavy lifting for the novice sales letter writer. Also, it addresses the needs of many types of business owners who might otherwise not have access to good sales letters.
While we believe our report and instructions are totally sufficient, at the same time, we strongly recommend this product from Silver as the perfect paid-for complement to the training you just completed. (No, this is NOT an affiliate link. We love his product and we just really want you to succeed!).
“Keep away from people who try to belittle your ambitions. Small people always do that,
but the really great makes you feel that you, too, can become great.”
~ Mark Twain

valpubs

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Re: Modern Copywriting Secrets - It's Not As Difficult As You Think
« Reply #3 on: June 27, 2013, 07:06:42 PM »
Holy Macaroons Batman!

Awesome, awesome, awesome!

Offline hillsborowd

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Re: Modern Copywriting Secrets - It's Not As Difficult As You Think
« Reply #4 on: June 27, 2013, 09:53:40 PM »
Yrs that is our superman Mark that came up with all this. Well Done Mark.  :wav:
Bill Brooks    hillsborowd@gmail.com

Offline snginc

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Re: Modern Copywriting Secrets - It's Not As Difficult As You Think
« Reply #5 on: June 28, 2013, 12:10:00 AM »
I will be digesting this one for a while! ;C  Thanks for using me as an example!  :::tu

Jerome

Offline Simply Creative

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Re: Modern Copywriting Secrets - It's Not As Difficult As You Think
« Reply #6 on: June 28, 2013, 12:15:02 AM »
Dad gone Mark, when you post, you post!

Fantastic information here--ever thought of publishing a book? :-)

 :wav:

~Karen

Offline FileScaN

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Re: Modern Copywriting Secrets - It's Not As Difficult As You Think
« Reply #7 on: June 28, 2013, 12:39:28 PM »
WOW fully loaded info MarK   

:applause: :applause: :applause: :applause: :applause: :applause: :applause: :applause:
RRW

Offline lesliedenning

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Re: Modern Copywriting Secrets - It's Not As Difficult As You Think
« Reply #8 on: June 28, 2013, 12:39:58 PM »
Thanks so much, Mark.  I've been a Gold member of RRW for several months, but I hadn't signed up for the forum.  The amount of information in this forum is incredible.  This is timely for me, as I am working on my copywriting skills at this time.   :applause:

Offline pura4vida

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Re: Modern Copywriting Secrets - It's Not As Difficult As You Think
« Reply #9 on: June 28, 2013, 01:44:42 PM »
Mark, Being a member of RRW over 3 years, I think, I missed a lot not joining the forum earlier....but it's never to late....
your report here is just out of this world...
big thanks

Offline HinvestA

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Re: Modern Copywriting Secrets - It's Not As Difficult As You Think
« Reply #10 on: June 28, 2013, 02:32:20 PM »
Awesome Mark, this one will keep me busy for a while. Certainly valuable and thanks for sharing with us.
Collectively Towards Success!
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My Skype   terrie5526

Offline Stevemg

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Re: Modern Copywriting Secrets - It's Not As Difficult As You Think
« Reply #11 on: June 28, 2013, 06:04:35 PM »
Wow, this will take some ingesting. Awesome post and templates.

I wish my post's were this good... perhaps now they can be.

Thank you for this fantastic information

Offline Simply Creative

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Re: Modern Copywriting Secrets - It's Not As Difficult As You Think
« Reply #12 on: June 29, 2013, 12:32:18 AM »
::P

Hi Leslie, Pura4Vida, FileScaN, and Steve.

Welcome to the forum family!

~Karen

Offline Mark Austin

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Re: Modern Copywriting Secrets - It's Not As Difficult As You Think
« Reply #13 on: June 29, 2013, 12:21:07 PM »
::P

Hi Leslie, Pura4Vida, FileScaN, and Steve.

Welcome to the forum family!

~Karen

I'll second that! Welcome to the forum everyone!

Mark

 :welcome:
“Keep away from people who try to belittle your ambitions. Small people always do that,
but the really great makes you feel that you, too, can become great.”
~ Mark Twain

Offline Jim Burney

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Re: Modern Copywriting Secrets - It's Not As Difficult As You Think
« Reply #14 on: June 29, 2013, 02:01:44 PM »
Mark

What great value to forum members.

Thanks for sharing.

Jim

Goes without saying, a huge welcome to our new members.


::P

Hi Leslie, Pura4Vida, FileScaN, and Steve.

Welcome to the forum family!

~Karen

I'll second that! Welcome to the forum everyone!

Mark

 :welcome: