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Table of Contents
Table of Contents ......................................................................................................................... 3
Introduction: Welcome To Killer Copywriting ........................................................................... 4
Chapter 1: Conventional Advertising Wisdom Myths Blown To Bits! The Advertising
Industry's Lies Exposed! .............................................................................................................. 6
Chapter 2: Everything You've Been Taught About Writing Copy That Sells Is Wrong! The
Shocking Truth Revealed! ........................................................................................................... 9
Chapter 3: Here's The REAL Definition Of Advertising You'll Never Learn Anywhere Else! 11
Chapter 4: Secrets Of Getting Ready To Write Killer Advertising Copy! ................................ 14
Chapter 5: What You MUST Know About Human Nature In Order To Transform Your
Ordinary Copy.Into Killer Copy That SELLS!..........................................................................16
Chapter 6: Do You Have A Damn Good Answer To These Four Questions? If Not, You
Won't Sell Anything To Anyone! ......................................................................................... 39
Chapter 7: The Hidden, Buried Secrets Of Killer Advertising Copy From The Old Time
Advertising Masters! ............................................................................................................... 45
Chapter 8: The Jealously Guarded, Secret Killer Advertising Formulas That Work Over And
Over! .......................................................................................................................................... 67
Chapter 9: The Single Most Important Part Of Killer Copy! Mess This Up, And Your
Advertising Will Always Fail!................................................................................................... 70
Chapter 10: Little Known Headline Writing Shortcuts And Tips!.......................................... 83
Chapter 11: How To Write Copy So Good... You Could Sell Sand In The Desert! ............... 101
Chapter 12: 37 More Killer Copy Secrets................................................................................ 118
Chapter 13: The Final Word .................................................................................................... 132
Appendix 1............................................................................................................................... 134
Appendix 2............................................................................................................................... 137
Appendix 3............................................................................................................................... 142
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I don't tell you any of these things to impress you or to brag or any of that other
crap. I tell you them to impress upon you what learning how to write copy has done
for me. I'm no smarter than the next guy, some would argue I'm dumber (but
brothers and sisters don't count). I've simply followed those notes I took 5 years
ago almost point for point and it has made copywriting so much easier. It just flows
now.
That EXACT same information is in this course you've just acquired.
I'll warn you know though, if you judge things by there size or looks, you'll miss
the point. You'll miss the power. You'll miss the opportunity that many don't ever
get.
If you're smart enough not only add this to your reference library, but use it
often, I can guarantee you that your copy will never be the same.
So with that said, I want to welcome you to this journey you're beginning
whether new or successful to this business world.
So, let's go learn "The Jealously Guarded Secrets of Writing Copy So
Good...You Could Sell Sand In The Desert!"
Jim Fleck
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If you can't trust the messenger, you can't trust the message. Planting all kinds
of psychological, very emotional seeds, which obviously worked pretty well because
it only took the jury about 15 minutes. I think they were killing time just to make it
look like they were in the room longer, but obviously it worked.
The prosecution was very dismayed at the fact that their logic and reasoning
didn't provide a guilty verdict. When I saw the closing arguments there was no
doubt in my mind whatsoever of how that trial was going to go, no doubt
whatsoever. People kept saying to me, "Everybody says he's guilty. The jury got
done so fast." To me, I guessed he was not guilty just simply because the way
things were done. If you really think about that in the context of what we're talking
about here, it applies. Because quite frankly people's emotions will override reason
and logic every time, usually 100% of the time.
Conventional wisdom is usually meaningless
Irrelevant and wrong in almost all cases. What you are supposed to be thinking
or doing and what actually does end up working are usually far removed from each
other.
When I signed my son Alex up for second grade, his teacher needed somebody
to come in for an hour to be a writing workshop helper, so I went in for my first
writing workshop. These are 8-year-old kids, most of them in second grade, and I
helped two of the kids with their stories. One of the stories was "My Dog" and it
went into how he had three dogs and they all died and then he got this new dog
that also was very sick and dying. My job, as told by the teacher, was to correct
punctuation and grammar and I'm sitting there thinking "Oh my God."
So I pulled the teacher aside and said, "Look, I have to explain something, I
write for a living, but I didn't really know exactly what I was getting into and I don't
know anything about grammar or punctuation. I don't even know what a preposition
is, so I don't know if I end a sentence with one or not because I don't even know
what it is." She said, "Oh, I'm sure you'll do fine."
So I sat down with the kids. It was very difficult to try to teach them what they
were doing wrong. I could figure out where periods and commas went, that part I
could get down. I can't spell very gud but most of the words that were wrong I
could figure out like "are" instead of "our" and "there" instead of "their", but it was
an awakening experience for me realizing just how far away I am in the way I
do things from what is conventional and what kids are taught in school. I had to
be very careful not to get into certain areas I really wasn't sure of. My son Alex
started a lot of his sentences with "and." Now, I start sentences with "and" all the
time and I guess you're not supposed to.
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The issue is, that for somebody to respond or buy something, it's a different
process than just relaying information because you are not just relaying information.
You're getting them psychologically moved off the couch so to speak and over to
pick up the phone or fill out something. You've got a lot of things you have to
overcome.
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Soon, Lord & Thomas became the training center for the advertising world. Their
copywriters were being paid $4000/year, a fantastic salary for the time. Yet, other
agencies were hiring them away by offering salaries up to $15,000/year - just to get
the magic of Salesmanship-in-Print into their agencies. And many Lord & Thomas
people left to form their own agencies - John Orr Young, co-founder of Young &
Rubicam was one.
The lessons that were used to teach these copywriters are contained in this book.
Were they successful? As David Ogilvy said,
"Albert Lasker made more money than anyone in the history of the
advertising business" - (Ogilvy On Advertising, 1985)
Lord & Thomas, under Lasker's direction and by using Salesmanship-in-Print,
became the most admired agency in the world. It helped to establish such wellknown brands as Quaker Puffed Rice and Puffed Wheat, Palmolive, Van Camp,
Oldsmobile, Pepsodent and others. It quite literally created the orange juice market
which put the California orange growers in business.
But the real proof is found today in the fact that those who use these principles
are among the most successful business people in the world.
The world of business owes a debt of gratitude to John E. Kennedy. Perhaps
Lasker said it best:
"The history of advertising could never
be written without first place being
given to John E. Kennedy, for every
copywriter throughout the length and
breadth of this land is today being guided
by the principles he laid down."
Reason Why Advertising PLUS Intensive Advertising and a FREE BONUS
chapter by Kennedy: "How Shall We Know Good Copy?".
These two books teach the principles Kennedy laid down. You can get inexpensive
copies by clicking here.
Now in today's environment you have to say salesmanship in whatever media
you're using whether it's Internet, TV, video, audio, whatever.
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I think everybody needs to think about that because even people who are in
the business who do well and people who know better, still forget what the
definition of advertising and marketing is.
Salesmanship.
These days you have to say salespersonship to be politically correct, either
way it's the definition of advertising or marketing. Every word, paragraph, and
line has to be leading towards a sale, lead generation or whatever the outcome
is that's desired.
The fact they like you or your writing or you have a nice business doesn't
mean anything. We had a guy that couldn't sell anything face-to-face and when
the customers left, we'd ask, "How'd you do? Did they buy anything?" "No. But
they liked me." "That's good. We haven't been able to figure out how you spend
that."
A transaction has to occur. It's got to go from not occurring to occurring, or
if it's lead generation they have to go from not responding to responding and
leaving or giving you their information.
You're selling from the first syllable, the first thing they see, everywhere, and
you could lose them at any time by being boring or uninteresting or professional.
I still make this mistake. Everybody does, you're never going to bat 1,000.
When something isn't going right and it seems like it should be because of a
previous experience or a test that worked or I just thought it was the right thing
to do and the way to do it, I go back over the copy and find we can tweak it
because we lost people right at a certain stage where we shouldn't because we
got too professional.
So keep this in mind, it's salesmanship, salesmanship, salesmanship all the
way through. We'll talk about how you get to that point, but I just want to make
sure we set the stage properly here so that everything we're talking about is in
that context of selling, selling, selling, because that's why you're reading this.
Whether that sale is a purchase, getting a lead, setting an appointment, that's
what we're all trying to do.
A lot of people are worried about what their peers might think or what their
spouses or family or friends might think and again, all of that is something you
have to overcome yourself because the reality is that none of that makes any
difference.
Like we mentioned before, don't worry about the professional look, sell, sell,
sell.
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So it's very good to start from some sort of plan of attack of how you're going to
get business and what you're going to do, one step marketing or two step
marketing, triple hoop, whatever. Or, what prices you are going to try to offer, what
costs you're going to have involved, so you can get an idea of whether your thing
even has a chance of working from the starting place.
Before you write, you really should have a product that people actually want. And
secondly, you should have a plan.
Now, if you don't have a product at this point and I know many of you won't,
don't forget, you can resell this package. Click here to find out how to make money
with this package.
Also, since it's free, you MUST (if you haven't already) take this course on
creating and selling your very own product.
Click here and send a blank e-mail to receive The InfoProduct
Masters course... It's an intensive 5-Day e-mail course on
creating, producing and online-selling your very own infoproduct.
If you want help creating your own product, then this is one of the
resources for your library. The checklists that are included with
this course is worth the price of admission. I refer to almost daily.
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When you write your copy if your product is designed that way, usually your
copy won't make much difference, again because they're not going to be interested
in buying it.
The more successful way to go and the way it's been done forever by the most
experienced and successful is to pick a market or markets and then develop your
product or service based on what that market is telling you that it wants or think
that it wants, and then if you can't come up with it, move to another market.
Everything I do in several different businesses is focused on always looking at the
market first and then seeing if the product will fit.
Occasionally, and maybe by a rare circumstance you can get lucky where you
develop a product and then you put it into a market and it's right for the market.
That might happen once out of a thousand times. The other 999 times you get a fail
if you don't develop a deep understanding of the market first, product second.
That's a very, very difficult thing and most people make a lot of mistakes on. I've
done it myself, and I'll probably do it again even though I know better. You really
have to focus in on this. That is something that is a very fundamental part of
success and again, your copy won't make any difference if your product or service
isn't designed for that market and very intimately understood.
How To Create Products
I can't stress enough that if you don't currently have a product and need help
creating one, the most cost effective and easiest way to get a TON of help is the
book my Monique Harris on exactly that, creating products. I urge you to add it to
your library. Not only was it used to create this product but the marketing we
learned in it is selling tons of copies of this book.
Again, here is the info:
If you want help creating your own product, then this is one of the
resources for your library. The checklists that are included with
this course is worth the price of admission. I refer to almost daily.
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KC Secret #8: Never ask the copy to do more than it should be doing.
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supposed to call him. In my opinion, this piece will fail; most likely there's a 99%
chance this piece will fail. He tried to get the piece to do more than it should be
expected to do.
Now let me give you another example which is lead generation. I'm sure most of
you have seen examples of lead generation we do or others do for different
companies where they simply get you to call for a free report, sign up for an ezine,
or give your email address to get a free ebook, that type of stuff. It's designed to do
just one thing.
When we do lead generation, we're not trying to do anything else except get the
person to leave at bare minimum their email address, maybe their name also or pick
up the phone and call and leave a message on a recorded message line. We don't
mix up anything else with that.
When you get our email offer or are redirected to our salesletter page or get a
sales letter in the mail, we offer one direct offer and if we have other offers or
subsequent sales or other things, we don't mix that in the sales letter. I'm not
interested at that point in getting them to think about other things, I'm only
interested in making that first sale.
So, whatever you do, don't do like a lot of people trying to lead generate and sell
in the same piece.
Like this example where this guy sent this letter to me that wasn't lead
generated where it was so mixed up as far as what he was talking about that I didn't
know what he was talking about.
Now I'm reading these things from a different perspective because I'm reading
them from a scientific, analytical point of view of what other people are doing.
A typical prospect isn't going to take that kind of time. If they can't figure out
what's going on, it's over.
He got me to read it because of my professional interest in it. I'm sure 99% of
the people getting his letter aren't even getting a quarter of the way through it
before it's gone.
If you don't get that succinct focus on what you're trying to do with that
particular effort, you're going to have a lot of trouble. Paul Hartunian at
http://prprofits.com the great marketer and info product producer on getting FREE
Publicity always talks about public relations and when most people use press
releases, they try and mix several attempts into one thing and he can show you why
that doesn't work there either.
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So, whatever you do, don't do like a lot of people trying to lead generate and sell
in the same piece.
Like this example where this guy sent this letter to me that wasn't lead
generated where it was so mixed up as far as what he was talking about that I didn't
know what he was talking about.
Now I'm reading these things from a different perspective because I'm reading
them from a scientific, analytical point of view of what other people are doing.
Lead Generation Example
(connect to the Internet and click here to see the example)
Here's a guy who knows what he's doing, and is one of the best copywriters ever
to have put a hand on a keyboard!
Let's look at what Dan's done here on this piece.
First of all, he's got a killer headline, and goes IMMEDIATELY into curiosity
provoking and "meaty" points that come out with all guns blazing! Dan doesn't hold
back on what benefits you might realize if you do whatever he's going to teach you!
You know right from the start what's what.and why you should keep reading!
This is very, very important technique, and a BIG MISTAKE that new people, and
amateurs make. They hold back on revealing BIG benefits, saving them for later, for
some unknown reason. It's something I see all the time. As Dan, the master, does
here.always come out with all your guns blazing!
Next, you'll notice that Dan is using a "lead generation" model here. What do I
mean by that? Well, you see that Dan isn't trying to make a sale here on this first
contact with a prospect. For whatever reason, Dan's found out that with his offer,
he's better off getting people "hooked" and interested enough to want more free
information.instead of trying to make a sale on the spot. He will follow up with all
the leads numerous times, as you see he's telling you he's going to do in the lead
generation copy. It is often better to get leads that you generate on your own, as
opposed to buying a mailing list and trying to make sales right off the first contact. If
you think your offer might be more successful by being less pushy, and trying to
generate your own mailing list of leads.this piece is a must study for you!
Let's go to the next page to find out what area can cause you to go broke if you
don't get this one...
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KC Secret #9: The offer must be what they want, not what they need.
This is another area where people have a lot of trouble and I can't stress to you
enough that if you try to write copy to people's needs, you will most likely end up
broke. You can't sell things in general to people based on need. It has to be on what
they want.
There are some basic staples in life like people who own razor blade companies
probably can continue to sell razor blades without a lot of good direct response copy
because most men and women have some shaving needs and there are only 5
billion people on the planet and most of them shave something or other, so you
don't necessary have to be a good copy writer to sell razor blades.
If you are selling something a little different or that's not a basic need of human
life, which I don't imagine most of you reading this book are selling food or other
basic needs, then you better start thinking about what they want and not what they
need.
I can't tell you how many things that I have had that have failed because I
thought people needed it or how many samples of things we see all the time where
the writer thinks everybody needs this or that.
We hear this all the time...
"Everybody needs this. Why isn't this working?"
Well, the reason it isn't working is because nobody needs much of anything
except some basic staples of life. Actually, all we need really is some molecules of
oxygen and certain proteins and things to keep your blood going. Beyond that,
everything else is really a want.
So change your thinking to want and get rid of the word "need". Fill a need and
that sort of thing is a terrible way to think about things. Fill a want and you'll be
okay, but fill a need is always going to be trouble for you and your copy. When we
go over the examples; you'll see that we are always trying to focus on what people
want.
One question we get is "Is a need more logical and is a want more emotional?"
Usually yes. Because, for example, I drive a Land Cruiser and I really don't need
a Land Cruiser. I could be driving a different vehicle that could get me where I need
to go. I wanted it because the winters in Chicago can be bad and I wanted a four-
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wheel drive, but I didn't necessarily need to have that particular vehicle. You didn't
necessarily have to buy this book.
You wanted to buy it. I bet all of you could have lived and survived physically
speaking without buying this book, but you wanted to buy it.
"Everything that's happened has happened... because
of people wanting to do things..."
So again, wants are basically driving every emotion, all progress man has made,
good or bad progress, everything that's happened has happened because of people
wanting to do things. People didn't need to expand society or take over other
geographic areas or civilizations. They wanted to. So everything that happens is
because people want to do things and there's a huge difference between needing
and wanting.
On the next page I'll show you the "Secret" behind how people buy...
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KC Secret #10: Prospects have to justify their decision to buy after making the
purchase from an emotional basis.
Now this is very similar to what happened in the OJ thing. Do you remember
seeing the jurors on TV? One juror said she first voted guilty, and then she was
convinced by the others to go for an acquittal. One juror said she knew he was
innocent from the beginning and the whole court case was a wasted exercise.
Another one said that the verdict was clear because the prosecution didn't bring up
anything that would have taken them to a reasonable conclusion that he did it.
Then they began rationalizing, every juror began logically rationalizing their
emotional decision they made. They are rationally explaining to themselves and to
others the justification of what they did from an emotional basis.
Because...
People will always make a decision based on emotion
and then justify it logically.
Now I'll hear this a lot, "That might be true in whatever, but in my industry
that's not true because I sell things to computer engineers or whatever and those
people won't buy things. They are analytical and they're going to buy things based
on specs and statistical data and that sort of thing."
That's not true.
A lot of pharmaceutical companies sell directly to physicians. This doesn't
happen as much these days, but I used to know a couple of women that were
pharmaceutical salespeople and in the old days they would (and I'm not saying this
because I agree with this, I'm just telling you what they did) usually hire very
attractive women to go out to see doctors when the doctors were mostly men to sell
these pharmaceutical supplies and medicines.
Now is it right or wrong? That's not the issue. What I'm talking about is that the
doctors would prescribe these medicines because they had this very attractive
woman coming in every month to say hello and dropping off samples. Again, right
or wrong isn't the issue.
The issue is that these doctors who were supposed to be analytical scientists are
recommending a certain drug to all their patients because Leslie's really cute. Now
we can all disagree with that all we want, but that is the reality of how those things
were done.
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Now these days, you don't see that as much in this much better "politically
correct" society that we live in. But the reality is that's what happened.
Now the doctor would say, "Well, this is really a good medicine" and then
rationalize it to themselves in their head. The real reason they did it was they
wanted to see Leslie every month in the office, an emotional decision.
With doctors, the big companies would give them trips and things, they'd fly
them down to the Turks and Curacaos Islands for a weekend, that sort of thing.
Does that have anything to do with the quality of the medicine? Probably
not, but they'll recommend and prescribe the medicine because they just got
back from Aruba.
These are emotional decisions that end up being justified logically and that is
how everybody makes decisions. So if you start out appealing to their logic
upfront, you're going to miss the real reasons and hot buttons that cause them to
make their initial decision.
Now let's look at a tried and true formula for putting all this together...
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KC Secret #11: You must get their attention, interest, desire and
action.
This is the formula AIDA. I'm sure you've heard of it.
This formula was first arrived at in 1906 by a professor of
psychology when he was analyzing advertising. He wrote a book in
1906 called "How To Make Advertising Work" or something like that
and he was the first one to come up with these four articulated steps
of attention, interest, desire and action.
We're going to talk more about them in a later Chapter. But at this
stage, it is an unwavering rule.
Number one you've got to get their attention.
If you don't get their attention, you have no chance of making
anything work. You must get their attention. This is something that
people miss when they're marketing or copywriting, we'll talk about
headlines later also, because this is what they do, get attention.
Once you've got their attention...
Number two you've got to grab and hold their interest
instantaneously.
In everything you do, you have to realize that if you bore them for
one sentence, you have the chance of them mouse-clicking away. Or
throwing your piece out, or just tuning out all together. You've got to
hold their interest.
Number three that interest has to lead to a desire.
You have to move them through the interested in what you are
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talking about phase of your copy into the desire to have whatever it is
you're offering phase. That desire has to be triggered emotionally and
that's where the emotional trigger really has to kick in because if you
don't, you're not going to get them to do the last thing, which is the
part we like...
Number four the action part.
We all like that action part and that's the part where they either
click and fill out your order form, send the check in or call you up or
whatever it is you're trying to get them to do, or if it's lead
generation, to opt-in to your ezine or request the free information.
We'll talk about a mentor and good friend of mine Dan Kennedy's
version of that formula which is a simpler way to think about it, but it
ends up being exactly the same.
By the way, if you don't know who Dan Kennedy is and you're
trying to improve in business, you're losing out big time. If you do
know who Dan is and don't have everything he offers...why not?
Anyway, you can read about some of Dan's stuff by clicking here.
The formula will never, ever fail you.
Any copy you write will never fail you if you're lost and you don't
know where you're going with your copy, come right back to AIDA
and then you'll see if you're lost maybe because you varied from this
formula.
If you're off just a little with the Secret on the next page you might
as well forget it...
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What I mean by the above Secret is that if you're off just a little
on the message that you're communicating, just a little off, you might
as well be off by a million miles because it doesn't matter. You have
to be exactly on the psychology of your prospect.
One of the fascinating things about writing copy to me is and I'm
sure some of you get the same kick out of it (and if you don't, you
will), when you write something and then people see it or read it or
hear it and they act upon it, I still get a kick out of it.
I like the money part of it too, don't get me wrong, but I'm sure
you will agree knowing that you were able to think through your
prospects so completely and so deeply that you are exactly in tune
with that prospect. They say in courtrooms now "if it don't fit, you
must acquit." I'm saying in copywriting "If it don't fit, they ain't going
to buy nothing." I know that doesn't rhyme, but that's basically what
we're talking about.
I don't mean that you have to be sort of close to your prospect's
mindset. You've got to be IN your prospect's mindset.
Writing copy is all psychology. It's all human behavior. It has
nothing to do with what you're selling. It has nothing to do with
anything like that.
A good copywriter could write copy about any topic or any subject.
I take an occasional consulting project and when I do if I'm not
entirely familiar with the target market, I have a very simple set of
questions I ask the person I'm working with to make sure I
understand.
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Every person reading this right now is a little bit different and all of
you might be from all different walks of life and all different parts of
the country, yet you're all reading this because you have a similar
mindset of either wanting to be or in the business of writing better
copy in one way or another.
So when we write to you, we know exactly what we're doing. If I
was writing to another target market that I didn't understand, I think
I'm a pretty good copywriter, I would not be able to succeed as well
without studying the prospect's mindset and creating empathy. So
this is a very, very important point.
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Now sometimes there are reasons that you need to reduce the
copy.
When our long letter stopped working as well as it was, in the
particular case we're talking about, there was a change in the market
that was an outside influence that had nothing to do with what we
were doing, but it affected the market. So I had to change the letter
to reflect the new reality of that marketplace and I didn't have as
much to say about the new reality as I did about the old reality.
I don't make things longer or shorter just to make them longer or
shorter. I just try to get it as complete as I can. A lot of things I was
saying in the old letter weren't relevant anymore because things had
changed to the point where the relevance was gone in a lot of the
copy. It didn't make sense anymore.
So don't write long copy just to write long copy, simply tell the
whole story.
On the next page is the one Secret that sounds stupid and seems
self-explanatory but sometimes we need reminded of it...
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KC Secret #14: You Must Be Believable and You Must Tell The Truth
I know this sounds a little stupid, but you have to tell the truth.
Without going into too much detail, I think it's pretty selfexplanatory. But sometimes I think I need to remind people of that.
Believability and the truth are not necessarily the same. You could
tell the truth and be unbelievable. Or you could be believable and not
be telling the truth. So, to sum up that point, you must be believable.
We'll have people tell us they talked to a prospect yesterday and
they said "this sounds too good to be true." We hear this quite often.
Now, we're telling the truth, but it's a big clue to me that maybe the
copy needs changed because they're thinking it's too good to be true.
It's not believable, and if you're not believable, you won't have any
success.
Basically if you're not believable and you're telling the truth that
means your copy has to be changed. You don't change your truth, you
just change the copy which we'll talk about in a few minutes, you
address that in your objections in the letter saying something like
"Now a lot of you may think this is too good to be true, now let's
explain why I understand why you would think that, but let's talk
about why it is reality. Take a look at our testimonials that you'll see
enclosed in the package." Or whatever it is and you can address that.
Do you understand the difference between truth and believability
because they really are two separate issues completely?
On the next page I'll describe the hardest thing you have to
overcome with your copy...
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So, whenever you think you're being clear and precise, remember
that you might not be so clear and precise.
Take a look at what you're writing from a clarity standpoint, does
everybody understand what this means and everybody meaning that
you go down to maybe an 8 or 9-year-old level.
If my sons can understand things, in fact here's a quick example.
We were testing a headline for something that we were doing that
was new. I wrote a few headlines and I showed them to my wife so
that we could figure out which headlines to test, and my 11 year old
saw the headlines laying out on the counter. Most of the time, I lay
out all the headlines all over the place and we try to pick the right
headlines to begin with.
My 11 year old looked at a bunch of the headlines and said "These
suck." He said, "This one's good right here." I asked why they sucked
and he said, "I don't know what they mean. This one I understood
exactly what it meant." I said, "Good, that's the one we'll start with."
So don't take it for granted that you're being clear.
I will never use "in lieu of" again in anything I ever do. I promise
you that.
Which ties into the next thing Killer Copy Secret...
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Question #1
Why Should Your Target Prospects Read or Listen to You?
Can you answer that question? Why should your targeted prospects
read or listen to you? That's a good question, because you think you
have something that is of interest to them? I don't think so. Think
about this very carefully.
Question #2
Why should your target prospects believe what you have to say?
Now these days, and remember, he wrote these four rules back 50
years ago, can you think of a more skeptical society, there's no way
that it can be more skeptical.
This isn't just for the United States, it's the same in Australia. The
guy in England I'm talking to says it's just as bad there. Everywhere,
everybody is skeptical of everything, with good reason, because just
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This excellent piece by a real pro Corey Rudl, uses one of the oldest,
and most trusty techniques there is in writing killer copy, especially if
your product or pitch relates to making money.
Do you know what he's done? OK, I'll tell you. First of all, he's
using the "discounted dollars" approach right off the bat in his
headline. He makes a powerful, hard to ignore announcement.
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He tells you that you can make over $10 for every dollar you
spend, which is a strong proposition, and by itself will get lots of
prospects to stop and pay attention, which is the only point of a
headline, right?
But notice what else he does. He doesn't make the BIG mistake
most amateurs would make. He doesn't assume you know that a 10
to 1 return is high or even good. No, Corey knows that you can never
assume your prospect "gets" anything, or assume they understand
what something means! See, Corey, very wisely, goes on to tell you
that this 10 to 1 deal is the highest return on your marketing dollar.
But Corey doesn't stop there. Nope. He still needs to make you
even more interested and curious now that you know you can make a
10 to 1 return, and that it's a high margin. He now tells you that this
amazing result has been made possible by the fall of the idiot dot.com
companies that went bust.
Why does Corey do this? Why add this fact to his headline? Well,
it's very simple. His prospect knows that the dot.com morons went
belly up, but what he knows the prospects don't likely know is just
how, or why, this seemingly unrelated piece of news allows the results
he's touting to become possible.
Let me ask you. Do you know why the fall of the dot.com mental
midgets allows YOU to make an obscenely high profit margin on your
own marketing dollars? If you don't know why, which is highly
probable, you'll want to know, won't you? And if you get "hooked" by
the headline, and if you do only ONE thing after that..Corey's done
the hardest job there is in marketing.getting someone to STOP DEAD
and keep reading!
The job is to get them to STOP whatever they were doing, and
read the next sentence! That's it. All that headline is being asked to do
is get you to STOP and read the very next sentence!
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And if you look at his next sentence, you'll see that it's another
killer headline! Corey's not satisfied with just one killer headline! He
wants you to get sucked in even more! Now he teases you with the
possibility of a one man outfit doing over 5 million drachmas a year! If
you got "hooked" by the first headline, and you read this next one,
you should be properly "hooked" and will do the only job this second
headline was trying to do.to get you to read his first sentence of his
copy! And once you do that..if he can write any kind of decent copy,
you're well on your way to taking money out of your pocket and
making it Corey's money!
Another key thing Corey does on this piece is PROVE that what
he's saying, which is almost too good to be true sounding, by
SHOWING you his checks and pictures of him being interviewed by
Maury Povich and so on. Corey's very quickly dispelling your natural
skepticism about how a "kid" like him can make so much dough with a
one man operation.
See, Corey knows you don't believe shit, especially about him
making all this money. Since he knows you don't believe shit, he preempts your bullshit detector by immediately proving he's not lying,
and proving it in an overwhelmingly convincing way! He SHOWS you
the proof, because seeing is believing, right?
What he's doing is handling the hidden objection you have in your
brain, BEFORE you stop reading because of it. He's not making the
amateur's mistake of NOT bringing up objections immediately,
because of being afraid to point out a potential flaw. Amateurs
wrongly assume if they don't point out problems with your message or
product, that the prospect won't think of it him or herself. This is as
nave as the government assuming if they don't teach kids sex
education, they won't think of sex themselves. (Hence, we have the
HIGHEST teenage pregnancy rate in the free world, but that's another
story for another time.)
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Disclaimer: Many of the ads are old and not the best quality.
When we get better versions we'll notify you on the Killer Copy
Club page or via email. Most of the important elments are legible
though.
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intended you to be, so why should you not?" Then she goes into the
desire, the testimonials are building up believability in making you
want her thing and that's she's built up thousands of them and why
not you? You'll be so much more attractive and so much better
satisfied with yourself. Then she tells you to act to contact her and
that her information and advice are entirely free. So she's giving you
a reason to act. Pretty good advertising for somebody who probably
never studied advertising.
On the next page is an all time classic ad...
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If you look at the, "Many persons use such expressions as 'leave them
lay there' and 'Mary was invited as well as myself. Still others say
'between you and I'". He's giving you these mistakes right at the
beginning of his copy. He's trying to suck you into the copy and we'll
talk more about that later.
This ad ran for 40+ years before they pulled it. We're also going to
talk a little bit about subheads, why most people make mistakes.
"What Cody did at Gary"
"100% self-correcting device"
"Only 15 minutes a day"
"Free book on English"
We're going to talk a little later about the alternative readership
path. If you read just the subheads, it will get you into the mindset or
offer even if you didn't read one word of the copy. Remember, I was
going to tell you about how people read things, a lot of people scan
things, they don't' read them. When you scan, you better have
subheads and we'll talk about that more. I just wanted to show you
some examples of really good subheads.
Now the picture of Sherman Cody may or may not add to the
usefulness of the ad. I don't know. I tend to have found in a lot of
cases pictures don't help in advertising unless it's about a
demonstratable product or there's a specific reason why the picture's
there to amplify. But in general, the ads I have had the best luck with
do not have any graphics of any kind, pictures included. In this case, I
don't know if that helps or not for the copy, but I just wanted to show
you this.
Now let's move on to the next classic ad...
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Stammer?
Start home mail order business
Books found free"
Atomic power in war and peace
Secrets of locksmithing
Learn at home how to mount birds (interesting?)
Patent and trademarks
Get into good paying auto body and fender work
Learn profitable profession in 90 days at home
We're showing you these because this is from the 40's and just
look at all the headlines.
I did this so you have an entire reference guide here of body copy
and headlines to use forever.
This is what I do. I study these, I buy books, click to see some
from my personal library.
I have people look for books for me, I have a mountain of old
marketing and advertising stuff and I selected different things I
thought were the best ones for you because if you just copy these
ideas in your own stuff, you'll probably have a great deal of success.
Like this example here alone is more valuable to me than a four
year college education.
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AIDA
Attention - Interest - Desire - Action
When you saw the ads we just went over, every single one of them
was chosen for two reasons
1. To demonstrate the timelessness of the human spirit and,
2. also the fact that they all had attention, interest, they get you
desirous and they get you to take action.
Attention, "I like being with a guy who knows what he's doing"
that gets the attention. "They all laughed when I said I was going to
start my own business" gets your attention and then you go through it.
Look at the ads, study them, and use them as models. I'm being
honest with you, when I start a new project and new ads, I go back
through all this material and I sit down and re-read this and look at
things. I've got a whole section in my messy office where I keep
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all the headlines and ads. There is no need to reinvent the wheel.
You need to change specifics of what you're doing, but there's
absolutely no need to change the generalities of all of this.
You need to apply the AIDA formula against all of your marketing
pieces to help make them better. Here's the nuts and bolts of the
formula:
A = Attention: You must get their attention. That's why we spent
so much time looking at headlines and there's still more. It doesn't
matter how good the copy is if you don't get their attention. It has to
snare them into stopping and taking a look. You already have a bunch
that you can use to model and come up with one.
I = Interest: Here's where you start listing benefits or telling them
why your "thing" will make their life better.
D = Desire: There's many ways to build desire, but one of the
best is by making them an irresistible offer. This is why we throw tons
of bonuses in to our packages that they get to keep even if they
return the product. This is the reason for a great guarantee.
A = Action: And of course the part we like, getting them to take
action. So many pieces we see actually forget to ASK for the order or
whatever action is wanted. You need to tell them exactly what you
want them to do and why they must do it NOW. If you've successfully
put together the other parts of this formula but forget this one, it was
all for nothing. You also want to make it easy for them to take action.
If you can set it up on your web order forms, give them a fax option
or a phone ordering option too. Give them as many payment options
as possible, all major credit cards, check, paypal, whatever.
That's it. It's a short formula, but easy and powerful. If you just
use this formula, you'll better off than when you started reading this
book. On the next page I'll cover Dan Kennedy's Formula...
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editor of the magazine finally told me that it was "In Your Underwear"
that was the problem. So we took out the "In Your Underwear" and
the ad bombed. This is a headline and ad that has worked pretty
much everywhere we've run it, not always, but pretty much
everywhere. We had a major bomb and airline magazines aren't
cheap even the way we buy space.
So changing just three words in my headline, did it make a
difference? Yes, it made a big difference because maybe the "in your
underwear" thing is just catchy enough or whatever that it gets
people curious because they really have never seen that.
I imagine at one time most of you hadn't seen headlines that talk
about how to make money sitting at home in your underwear.
Although now we see a lot of sitting at home in your underwear and
sitting at home in your pajamas and sitting at home in your robe, and
we see other variations on the theme at this point. Sitting at home
naked, that would be in other types of magazines that we don't really
get involved with. But yes, that would be another variation on that
theme.
We keep track of every headline we use for every ad. They are all
coded in every business, and we always have several businesses
going, but we keep track of all of that and we have exact tracking of
the headline, the number of leads or sales, depending on what we're
going for, usually leads in most cases.
I cannot stress the importance of headlines enough. In fact, if you
only have a little bit of money and you can only afford a little ad,
make 90% of the ad headline and then just put "FREE report
reveals...enter your email address or call for your free recorded
message" or whatever.
On the next page find out what every piece of copy you create
must have.
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Any one or all of these headlines, and they put a lot of headlines
on here, and this is just one magazine out of hundreds that you can
pick up and it's better than any 4-year education that you'll ever get
at any college, just by reading one cover of this magazine. You could
take 4 years of advertising at college and you would not learn as
much as you would learn from this cover right here.
Cosmo is another beautiful example. Reader's Digest, it's not just
the sleazy ones.
Most women's magazines these days you'll notice some patterns.
There is always a sex article in every single women's magazine and
they almost always put it in the upper left hand corner on the front of
the cover.
If you see New Woman it will say "What does he really want in
bed?" I'm just making that up, but I'm sure they've had that
headline. They usually put that up there and once again, this is
catering to a female audience most likely, but "Swimsuits that firm
and flatter you" for example, again, the compelling curiosity, the
interest there that stops you cold. A lot of people by the way buy
Redbook. I don't know how long it's been in business, but I guess it's
been in business for a long, long, long time.
They are not in business because of the articles, they are in
business because of these headlines. That's why they are in business.
Dan Kennedy tells a story about how Cosmopolitan was failing until
they switched their covers to these types of headlines.
If you want to see some good examples of what not to do, keep
reading.....
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Here are some examples of ads that don't have effective (if any)
headlines.
You can't see some of them very good, but pick up any magazine
and you'll find these types of ads.
These were just from a magazine in my office that I just grabbed
and went through and picked out four or five because there are
thousands of ads that suck that you can find anywhere.
"Chrysler Cirrus LXI" that's the headline (Click here to see
sample ad)
A car. Production costs of an ad like this are probably $40,000 to
$50,000. They have to have the catering for the crew. And then the
inquiry device is in little, teeny, tiny print at the very, very, very
bottom that nobody ever sees because nobody pays any attention to
the ad because nobody is stopping. They're not getting knocked over
by a headline.
Here's one for Bose (Click here to see sample ad).
"The first high fidelity system with a Napoleon complex."
Everyone knows when you're reading the paper or a magazine,
how do you read it, like this, you're turning the pages and you are
scanning for a headline that stops you. That's how you read it. When
you're channel surfing you sit and channel surf until something stops
you. These things don't stop you.
Here's an IBM ad (Click here to see sample ad).
Now IBM is a multi-billion dollar company. IBM probably spends
I'm guessing $300 to $500 million a year in advertising, maybe more.
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No headline.
Now if you saw this ad, is this a weightlifting ad? You would
probably, as you were going by this in your subconscious mind in the
one second or less that you flipped past this ad that they spent
probably $40,000 or $50,000 in production and God knows what a full
page in U.S. News & World Report costs in four color brightness. In
fact, there is no headline on this ad and you would subconsciously
maybe think it had something to do with a weight training program or
maybe you wouldn't even pay that much attention.
Here's a clever one...
"Life's not always a picnic but it can be a ride in the park."
(Click here to see sample ad).
Now the intention here of course, the car that they are selling is
called their Park Avenue. The reason I put this one up here, it sucks and
it was a good example of what sucks.
But the other thing is, and this is the cleverness issue, there is
somebody who went through some college and had a four year degree
in advertising or business and got a job in advertising agency and was
given this by the account rep whose job is to take the people that run
this department of Buick out to lunch and golf and things and then
they hand it over to the younger person. That younger person has to
think of something clever then. In today's advertising society, and
they had some of this in the old days , but now it's pervasive,
cleverness equals quality from the advertisers point of view.
Obviously, "but it can be a ride in the park" is a clever pun on
the fact that it's a park Avenue and I'm sure the person probably got
promoted to junior executive senior second assistant or something
because of this clever ad, however this clever ad doesn't sell anything.
It doesn't stop you and it just keeps you rolling right by.
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How well would you be doing if you didn't have them taking action.
Not very good.
Direct response advertising is self-explanatory, it's response
advertising. It's asking people to respond. It's the building a case for
your product. It's the specifics that guarantees and makes it real easy
for people to order and do business for you.
The most powerful headline words are on the next page...
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So we put those at the top. Have any of you seen Bottom Line
Reports? Have you ever gotten anything from them? On their
envelope sometimes they have the word FREE or in some of their
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full page ads where the entire top half of the ad is one word FREE set
up in the boldest print you can imagine. I don't know what size the
font is, it's like 190 or something. That's all it says is FREE. Then you
have to read the copy to see what's free.
Now they keep repeating this so it must work. There's nothing
wrong with using FREE.
The other top word is You.
This is another hard one. In advertising or marketing you must talk
about your prospect not about yourself.
I hate to tell you this, I don't care about you. Your prospects don't
care about you. Maybe your wife, kids or husband care about you.
But your prospects or target market, they do care about
themselves.
Everybody's selfish and if you don't appeal to their basic selfinterest, you're not going to have results.
I've given you a lot of headline words here, I use this myself. A lot
of times when I'm trying to come up with a headline and I'm stuck, I
go look at this list of words and I'll say "learn how to whatever..." and
then I'll see "discover" and think that's a better word. Discover has a
better connotation in English language than learn. Discover means
you're finding something out that's exciting, new or different. Where
learn doesn't have the same excitement to the word.
I know these may sound like subtle differences, but they're not.
They are very important.
Amazing. We've thrown Amazing in headlines. Breakthrough has a
connotation. Look at all the headline words.
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Don't listen to those who say this stuff doesn't work. It absolutely
does. Some people teaching you how to create marketing on the
Internet will tell you it doesn't work on the Internet.
They're NUTS!
It's still human beings reading and looking for things that appeal to
their self-interest.
"How to" is in the middle of our list. In fact, here's another tip. If
you ever get stuck about knowing what to say in your headline or title
of your course or your product, just start with "How To..." and say
whatever it is you're teaching them how to do. If it's training ducks to
fly backwards, then "How to train your duck to fly backwards" is a
good title for that particular product.
Go to the library and go to the card catalog, which you can't go to
anymore, but the computerized card catalog and look up "how to" in
any library. It's just endless. They never stop.
KC Secret #27: If you ever get stuck about knowing what to say
in your headline or title of your course or your product, just
start with "how to" and say whatever it is you're teaching
them "how to" do
On the next page I'll tell you what you should almost never do
when writing headlines...
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years ago and I did and it's worked and it's improved our response
rates. Even if somebody's not saying something and it doesn't have the
context of being a quote, it just works better and I don't know why.
Ted Nicholas has an opinion that it might give it the look of a
testimonial.
One of the things I've discovered is...
KC Secret #28: Not to question things that I find work well or if
they don't work I get rid of them
Sometimes you just don't know why exactly something works, but
you just gotta stick with it.
KC Secret #29: Your appeal needs to go at basic human needs
The following list came from the Robert Collier letter book.
Making Money
Saving Effort
Impressing Others
More leisure time
Self-improvement
The need to belong
Security
Getting something others can't
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Collier wrote this back in 1931 when he wrote his book. But his ads
and marketing go back to the early teens. Robert Collier's first
copywriting assignment was selling coal by the train carload through
direct mail. Something like coal, I think, a substance like that.
Now if you have any thoughts that direct response doesn't work,
now here's a guy that was selling coal by a train carload through
direct mail.
I just want you to keep in mind that you can sell anything with the
right kind of copy.
Robert Collier, as well as anybody else who has had success at
this, will always tell you your copy is the difference. Keep this list in
mind because if you're not sure when you're doing your headline or
copy, if you're not sure where you're going, or you are thinking about
a product for a target market, look at this list. This list is a very, very
valuable list.
KC Secret #30: First and foremost try to get self-interest in to
every headline you write
The great John Caples said you should first and foremost try to get
self-interest into every headline you write. Make your headline
suggest to the reader that this is something he wants.
This rule is so fundamental, it would seem obvious yet the rule is
violated everyday by scores of writers. Self-interest of the reader not
of the writer.
That $128 billion dollar thing you saw on the Templeton ad was
the interest of the person who wrote the ad for Templeton. I assure
you there isn't a single individual on this planet that gives two damns
whether they have $128 billion or not under management.
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Caples also said that if you have news such as a new product or
new use for an old product, be sure to get the news into your headline
in a big way.
People like news.
That's why they call them newspapers because news is important.
You can make something boring sound new.
It's like the famous Schlitz story? I'll go over it very quickly.
Schlitz Beer hired Claude Hopkins to help boost their lagging sales
and loss of market share.
Now at the time every beer manufacturer was saying the same
thing... "PURE" this or that in their ads.
Every company wanted "PURE" in their advertising. All this and
nobody knew what they meant by 'pure'. That is until Claude
Hopkins.
The first thing he did was take a factory tour. He was shown plateglass rooms where beer was dripping over pipes. Hopkins asked what
the purpose of this was and was told that the rooms were filled with
filtered air allowing the beer to be cooled without any impurities.
Then he saw these large expensive filters that were filled with
white-wood pulp providing superior filtering. Hopkins was then told how
every pump and pipe was cleaned twice daily to maintain the purity.
He was told how each bottle was sterilized four times before
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mill.
A lot of people say "There's nothing interesting or different about
what I do. It's just painting walls." You've got to come up with some
spin on it so that it sounds new and exciting without lying or
exaggerating, of course.
John Caples Says...
Avoid headlines that merely provoke curiosity.
Curiosity combined with news or self-interest is excellent, but just
curiosity itself isn't enough.
It's kind of analogous to yelling "fire" in a movie theater to get
people's attention, but it's not going to be enough to get them to
like you or do business with you. We see ads that say, "Free
sex. Now that I've got your attention, I'd like to sell you this
computer." That's not a really good way to use curiosity in a
headline because you will probably get people curious about the
free sex, but it's misleading and it also won't carry it through.
Avoid when possible headlines that paint a gloomy or negative
side of the picture, take the cheerful positive angle. It usually
works, but not always, usually, sometimes the negative slant
will help you out, but not always.
Try to suggest in the headline there's a quick and easy way for
the reader to get something he wants.
This is John Caples way of saying what we call the magic pill.
Everybody wants a magic pill. I don't care what you're selling. I
don't care if it's weight loss or if it's information products or
carpet cleaning, or if it's college funding, whatever you are
selling or you want to sell, everybody wants the magic pill. They
want to be able to achieve whatever it is they want.
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The ads from earlier... the ones with all the headlines...they
either want to make money or save effort or whatever. They
want to get it with no effort, no money, no time, no cost. They
want the magic pill.
Now if you happen to have a magic pill or if you look in the
tabloids, you'll see there used to be an ad for magic miracle diet
pill. It showed a lady holding a giant pair of pants. "I took this
pill and the next morning, I woke up like this." That's basically
what the ad says. It's a full-page ad. They've run it for years.
I've seen it for years and years and years. It must work in some
way or another. It's literally advertising a magic pill. Now you
may not have a magic pill, but if you keep that magic pill
element in your marketing, you'll do much better in general.
Again, it doesn't mean that you are lying or deceiving anybody,
you have to have a magic pill element that is actually important.
KC Secret #32: When testing, switch only the headline.
The first thing whenever you are testing, the first element you are
going to test is your headline.
So if you think your body copy, which we'll talk about in a few
minutes, is okay, and you're not getting great results from your first
effort, try switching the headline but leave the body copy alone. Don't
change both.
When in doubt, use the 100 headline templates in the appendix as
well as the ones in your bonus library.
As you go through these 100 headlines, plus all the ads I gave
you, and by the way, I'm telling you and I'm serious, you have
everything you need here. Don't try to reinvent the wheel. These
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it's just taking this stuff and cut and paste it.
You'd be amazed how may times my 6th, 7th or 8th effort is the one
I end up going with and it works because my initial thing that I
thought was the best benefit upon hindsight ended up not even being
remotely close to the best benefit.
OK, on the next page you'll see some very recent samples and
some of my biggest successes and the story behind them...
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"Financial Professional
Goes From Less Than
$100K Per Year To,
$100K Per Month!"
(Click here to see sample ad)
This was a headline on an ad that worked well. Again, we have
the subheads...
$100,000 Per Month!
Buys A $410,000 House For Cash!
Free Report Explains How To Legally Get Clients To Call
You.
If they don't read anything else, they read that. This ad did very
well.
The ad was done in courier type because we were testing courier
type versus Times New Roman. The Times New Roman did better
actually.
"Financial Professional Goes From Less Than $100K Per Year To
$100K Per Month." Now if you were a financial professional, that
might peak your curiosity and it talks about them.
It doesn't say, "Marketing firm has great marketing system."
That's not the headline. The headline's talking directly to the
prospect. You'll notice it's got quotation marks around it and it's in a
bold type.
Here is another version.
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This is a test of a pure magic pill. All my headlines are not this
magic pilly, but this is the magic pilliest one we've done (pilliest? I'm
starting to be concerned about those 2nd graders Jeff).
We got tons of leads. It has the subheads..."The most exciting
prospecting news in years." And then it has some pullouts with quotes
"Even the laziest planner will get appointments in spite of himself."
This was more of an appeal to the magic pill element.
"What you'll learn", "get leads and appointments the fast and easy
way." You'll notice everything I do I try to have that double or
alternate readership path throughout there because of the scanning
issue. We're going to talk about body copy in a second.
Here's another one that we tried a different format,
"Here are the 17 steps to making more money!
without making a cold-call or asking for names."
(Click here to see sample ad)
This was a little bit different concept. This ad did not work as well
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"The Diary Of A
Frustrated Agent!"
(Click here to see sample ad)
This is just a story and it has no subheads. I did that on purpose
because I wanted it to be just a story and it did very, very well.
In the beginning, "I just had another person tell me they just
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run out of things to say. Does anybody know what Abe Lincoln
answered when asked how long should a man's legs be? Long enough
to reach the ground. Dan Kennedy uses the analogy of when he was a
kid they used to put bits in a horses mouth. He was a horse trainer.
Somebody said how long should the bit be or whatever, he would say
as long it takes to get to the back of the head. As long as it takes. I
just told you about a 128-page book that Phillip's Publishing says is a
proven beater of their control. So don't worry about the length.
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opposed to "as I wrote a few pages ago." You'll notice a little bit when
you read through some of my letters or even this book I'll say things
like, "Like I just said a few seconds ago" or things that really don't
make any sense in the letter and in fact, don't make sense in the
context of it being in a letter. But they do make sense in the context
of a person being talked to. So I always leave that stuff in there when
I'm dictating this or even if I'm writing it.
I type maybe 50 - 60 pages a week of copy and I still don't know
how to type. So I started using the transcription method and it really
worked well. I really do not know how to type. I use two fingers
mostly and I have to look at the keyboard. I type pretty fast for doing
that.
KC Secret #40: Start out with bigger sized fonts and
get smaller as you move along
This may only apply for printed copy in ads or salesletters but can
apply to websites also. I learned this from the tabloids. If you look at
the copy on some of their ads, they might start out in a 10 or 11 size
font and you look down and then all of a sudden it's down at the end
and it gets a little smaller. Sometimes I have a 12, 11 or 10 and then
I go down to an 11, 10, then a 9 or an 8. I might add on a size 7 font
even, but I learned this from the tabloids.
One day I was struck by the fact that the intro paragraphs are
bigger fonts and then they move or suck the reader in.
When you're doing an ad in print you often have a space problem,
on websites if you want the page to load quickly you can have a space
problem, letters can be as long as they can be. But ads you usually
have a one page or two-page limit, or whatever you're going to buy.
If you can't get everything in, shrink the subsequent copy, but make
the beginning a decent size so they can see it.
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Another comment people say all the time is, and by the way, tens
of thousands of people responded to my ads where the font size was a
7 or 6.
You can almost get too small, like my word processor goes down to
a 4. I tried 4 but you can't really read a 4, but you can sort of read a 6
if you look close. And a 7 and up size you read better.
If you have a space problem, the common technique I use is to
start out with a bigger font. My sales letters will sometimes start out
with a 12 on the first page and if I have a space problem because I
want to keep the letter down to 24 pages or something, I'll use a 10
or 11 size font later on in the letter to give myself more room. It
makes no difference in the results, but it can save you sometimes on
postage. One page might push it up to another weight category. Or if
a website you can approach your page taking to long to load.
So I may shorten this and shrink the size of the copy towards the
end to keep it to a certain weight or web page size so I'm not
increasing my postage or load time.
I often even get questions about my smaller headline sizes.
I don't do it all the time, but sometimes I make them smaller for
space reasons.
On one of our ads, I wrote a version of it and then Dan Kennedy
wrote a version and then we kind of mixed up our versions. We had so
much copy we could have easily filled two pages of a normal size font
and we were both willing to sacrifice a little bit of the size on the
headline hoping that the headline itself would be catchy enough and
different enough to get people to read and of course, we sold about
20,000 copies of our book, so it did ok.
I have had some small headlines before where space was a
premium on ads. If I can, I will try to get the biggest headline
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possible. In the last case, we didn't know what to cut. We got to the
point where there was nothing left to cut so we had to shrink the
headline down a little bit to fit everything in. I'm longwinded, Dan's
longwinded, and other people are longwinded. When you're
longwinded it's hard to cut stuff.
KC Secret #41: Don't edit yourself upfront, keep going until
you have nothing left to say
Just start writing. Don't worry about the headline, just keep going.
Just go until there's nothing left. You can always edit later. But if you
edit yourself beforehand, you may miss something.
I had a guy on the phone once and he told me there was one
phrase, one sentence that got him to call the office. I can't remember
what the phrase was, but he told me there was something in the
letter that was the reason he called. It was buried on page 28 or
something of a 32 page letter. It was something about that phrase
that struck a cord that resonated with his brain that got him to pick
up the phone and call. He in fact ordered our product, which when I
take the calls myself, doesn't happen very often.
Now what if I had edited myself out in the initial writing when I
first started writing that letter, what if I took that phrase out? I'd be
$697 poorer right now from that one guy. You don't know what is
going to get them. You just don't know. You give it your best shot,
but don't edit yourself, especially not for space reasons, especially in a
letter. That's absurd.
KC Secret #42: Use the jargon of your target market as much as
possible
Now this is if you were writing to airplane pilots, you would use
things like "flaps" or "elevator" or "altitude" or whatever words they
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use.
I have a friend who markets to contractors and his wife said, "I
don't want any part of this." But he sends sales letters out to people
that work in the engineering plants of large companies because he
does insulation contracting. This is a specialized field, it's not an
information market, but I helped him, he's an old good friend of mine
and I was also curious about how effective my techniques would be in
this market.
His headline and copy was full of the "F" word and other words that
you're not supposed to put in a letter. And he gets calls.
He landed some very big accounts, he's right now got a full-time
account in a gigantic company in Chicago where the guy called him
and thought the letter was hilarious and he wanted to know who had
the guts to write this in a letter. His stories were all full of the things
that contractors and engineers say. I won't repeat them because I'd
run afoul of the censors, but I just want to point out to you that this
letter was written to these people exactly the way they talk and think.
It worked.
Does that violate conventions? Yes.
But does it create empathy? Yes.
Does it communicate and get the response? Yes it does.
So don't think that you have to be polite. In some of markets, we
have people that are less than politically correct and if I was politically
correct in my copy, which is something you have to be nowadays
supposedly in this society, I wouldn't get as much business.
KC Secret #43: Tell stories
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In your sales copy in particular, and even in the ads. I've had some
ads where I've used the headline and had a descriptive ad and used
the same headline with a story and the story out pulled the descriptive
ad many times over.
The stories have to be relevant to your audience and they should
be written just like you would read a story in the Enquirer or the Star.
Read those stories and those will be your model for how to write them.
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test.
Another trick. If you look at the very back page of some great
letters, at the very top of the page it says, "More good news. You can
use Visa, MasterCard, American Express, or you can use our
convenient installment plans." The last page starts off like that on
purpose because if somebody looks at the front, they get an idea of
what's going on and if they just flip it over, which people do and I've
been told this by people who do this, is they read they can get
installment plans. Installment plans are a big selling point.
We tested this and got a better response and now I try to always
have the back page start with the convenient installment plans.
KC Secret #45: Answer all their objections in the copy
(Click to see an example of great objection handling)
This is something we were talking about earlier. (notice I said "we
were talking about" that's what I mean. You should do this in your
copy, of course we weren't talking at all).
Sometimes people think your offer is too good to be true.
What I do is I make a list of all the objections I can think of that
someone is going to have to our offer and I put this all in the letter. I
do it through question and answer sessions. If I think someone is
going to think this is too good to be true, I'll say "You know what? I
know you're thinking hey Jeff this is too good to be true. This sounds
like a bunch of garbage." I'll say it like that in the letter and if you do
that, it disarms people and it really makes your copy really work
better because if you admit things and you sound like you're telling
the truth and then you deal with objections like it sounds too good to
be true, you show the person and demonstrate that you have that
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information and I have to explain why I'm only putting the person's
first name and last initial and it says, "because when we did put in the
full name and state, people were bombarded with calls of people
wanting to talk to them, and I do mean bombarded. We get hundreds
of inquiries each month and in order not to discourage testimonials, I
promise everybody I will not give their full name out to the viewing
public. I know how much you would love to get 8 or 10 unsolicited
folks asking you how they like my products. As always I'm telling you
the truth. I'm sure you can understand my desire to keep my clients'
privacy as a primary consideration. However, here's what a bunch of
them have to say."
That's all true. I didn't have to make any of that up. That's exactly
what happened. It's amazing how this truth stuff just seems to work
the best.
So again, if you don't have testimonials, just tell them that "It's
brand new. But you've got the opportunity because I'm going to be
charging more later and I'll give you a money back guarantee and if
you like what you've seen, you don't have much risk by giving it a try.
I'll provide great service to you."
Yes, you'll lose some sales in the beginning because you don't
have references or testimonials, but as soon as you get something
going you have to ask for them and you'll get them.
One quick point on testimonials. You can have a whole stack of
them, but still especially in some marketplaces, they still want five
references that they can call. They want to talk to people in their state
or something. How do you handle that?
We get people calling on a $14.95 book or $19.95 that still want to
talk to somebody before they buy it. It doesn't matter what your price
point is. There are several different ways you can handle it. My
preference is that I don't like giving the names of anybody out and I
tell them that. Because I don't want anybody being bombarded with
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calls. Plus if all this hasn't proven to you with everything you've seen
and read and the fact that I want to remind you that you called me, I
didn't call you. I go through all that. If that still doesn't get them, I
just say, "Look, you're too skeptical for this. You probably shouldn't
be buying this anyway. This isn't for you." Which pisses some of them
off, but I don't really care because that type of person usually ends up
being a bad customer or a refund. Normally, that's how we handle it.
Now we have some people who disagree with me and send out
testimonials from some people that have agreed to take calls and then
we send them a $10 coupon or something for every call they take and
that's o.k. we're starting to include websites and emails in some of
our copy also.
KC Secret #46: Use bullet points and possibly page number
references if you actually have your product finished
If you look at some copy, somewhere there will be a list of bullet
points. The bullet points say things like: dozens of unheard of
methods to get people to call you; little known technique of this or
that; the secrets of this; how to do this or that; learn how to. I use a
lot of bullet points. One bullet point may be the trigger for someone
calling in or clicking on your order button.
Bullet points can make or break things. Most of the things I have
has bullet points an they are even stronger if you can reference a
page number of your product (if it's an information product) where
the customer will find the answer. You'll see this technique used often
by Boardroom reports.
I also get some little questions about which are more powerful,
using the bullet point or checkmark or some other bullet character?
I've actually tested different things, I've used checkmarks, I've
used the round bullet points, I've used square boxes, and I've used
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square boxes with shadows. I've tried different things. I still think the
easiest thing to read to me is the dots. I don't think it really matters
though. We never saw much of a difference so we go with the
common and easily recognizable.
If you want to really, really get sophisticated in writing your copy,
you must study this piece very closely.
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mislead anybody but you want to tell people what to do but not how
to do it. That's what they have to buy your product for. This is very,
very important. People tend to educate and over-educate.
KC Secret #55: Never talk about you, always talk about them
Again, very important.
KC Secret #56: Give them a time limit or some other reason to
act now, but don't make up things
On the Simpsons T.V. show, Homer called up to order some hat
that had the beer cups and hoses attached or whatever from an
infomercial and they said "Call now. Supplies are limited." Homer calls
up and there's only one guy answering the phone and Homer said
"Are there any left?" And the guy turns around and there's like a
warehouse full of these things. He says, "Oh, just a couple." "I want
to place my order right now" Homer says. You don't want to be quite
that bad.
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we just cut all this stuff out and you won't have to worry about the
servicing or any of that stuff or refunds because you won't have
anybody to buy it in the first place. So you'll be in fine shape.
Make it easy for people to do business with you. I still hear people
tell me "I don't want to take American Express. They charge more
than MasterCard or Visa." You're sick if you don't take American
Express and Discover. If I could accept oil company credit cards I
would. If I could accept JCPenney's cards I would. I can't but I would
take any card I could take. Make it easy for people to buy.
One guy started taking COD based on my advice, which actually
worked. He went to a fourth letter with a four installment plan, which
he was actually getting a 12% response off of the fourth mailing. He
added one line to it, it's a 60-page letter and he got this idea off of
Gary Halbert. He addresses the, "don't buy this program if you are
any one of these people afraid of making money...if you're an
unethical scumbag and you know in your heart that you're going to
return my program, please take advantage of some other poor
business person..." The four-installment thing works very well.
So, make it easy for people to buy. Our bad debt ratio runs about
annually 1% of sales or whatever. I haven't found any difference
between two installments or four. It's about the same. You're going to
get some deadbeats, but it overcomes so many other people's
resistance. We keep extending the payments.
One question that comes up is about whether you are in the startup phase or not, you might not have the cash flow to afford
installments.
I understand that, but again, going two payments is better than
one. I started in the beginning with two payments and nobody could
be more broke.
I remember one day I first started doing this, I looked in this
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are usually non-existent, or pretty weak if they are used. These folks
KNOW how to get you to move ahead and keep moving into an
inescapable buying decision.
You should read this home page as it is a masterful job of combing
killer headlines, credibility building, testimonials and endorsements;
along with emotional, curiosity provoking headlines, subheads, calls to
action and copy!
KC Secret #63: Show them the value of comparisons to similar
things or to individually priced items compared to the package
price
Dan Kennedy calls it comparing apples to oranges.
"If you were to get this product in a seminar it would cost you
whatever, but since we're selling this through a book and tapes, it's
only this..."
Dan likes the apples to oranges where you talk about if your thing
is a written material product for instance, "...if you were to get this at
a live seminar, we charge you $6,000, but it's only $495, or if you are
selling tapes of the seminar, you can say if you were there it would
cost you $$6,000, plus hotel and airfare, but tapes are only $195..."
KC Secret #64: Never assume anyone knows what something
means
I noticed during the O.J. Simpson trial, the prosecution did that a
lot where they would say, "Well, there he was and...it's obvious what
this means." This is what Marcia Clark was saying to the jury. She
would say "Anyone can see what this means." Marcia, wrong, wrong,
wrong.
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is just like me and he knows how to make good rhymes just like I do.
KC Secret #67: Guarantees should be strong and not weasely
A weasel guarantee is that you can return this IF you break your
leg playing volleyball on a Tuesday before a full moon that came when
the moon was in the seventh house and Jupiter was aligned with Mars.
That's a weasely guarantee.
My guarantees are pretty simple. Sometimes we have problems,
but usually I really don't care. I still basically say that if you don't like
it within a certain period of time, which is usually six months, a year
or lifetime, we'll give you your money back. No hassles, whatever.
I learned from somebody not to say, "no questions asked" to just
say "no hassle" because that's even better than "no questions asked".
Again, it's a subtle difference, but a big difference. Plus, you might
want to "ask questions" to find out why they're returning it.
(Click here to see a classic guarantee)
Here's a classic illustration of using one of the most powerful ways
to get people to give you money in any business.give them a way to
try your wares without any risk! IN other words, give them a STRONG
GUARANTEE!
I am amazed at how many people still write copy and ignore one of
the BIGGEST OBJECTIONS people have about buying things via mail
order. (The internet, by the way, IS still a mail order medium just like
direct mail, catalogs, infomercials, etc.) What is this heavy duty
objection people have that predisposes them to NOT buy from mail
order folks?
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Here it is plain and simple.since they can't pick it up, eyeball it,
play with it, look at it, hold it, try it..they are afraid that if they don't
like it they will be stuck with it and be out the money they paid you!
This is a HUGE problem that can only be overcome in most cases
with a kick ass, no bullshit, no weanie roast, no weasel clause, no fine
print statement that you STAND BEHIND your products.and give the
boldest, strongest, most powerful guarantee you can!
People want to feel comfortable that if they make that big decision
to hand over their hard earned money to you, that it's a safe a smart
thing to do. You should find ways to make your guarantees stand out
from the crowd, and be so in your face.that people will instantly
recognize that you are for real, that you are honest, and that you
empathize with them by understanding their fear of buying sight
unseen.and alleviating that fear!
Please read through this entire piece and see how the guarantee is
masterfully used to eliminate the prospects' fear of buying sight
unseen. You'll learn a lot about how to do this make-it-or-break-it
technique for your promotions!
KC Secret #68: Offer and guarantee must be restated on your
order device
Your order form has to restate your whole offer and your
guarantee because some people only read the order form. Usually your
order form should be a nice concise restatement of your guarantee
and your offer.
KC Secret #69: Advocacy and friend against the enemy is a
good copywriting technique
I take that position often. In the financial market I say,
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"This isn't going to be popular with the home offices or whatever and
this and that, but I don't really care what those people think. I'm only
interested in you and helping you." A lot of people are afraid of that
sentence, and my spouse to this day still says, "I wish you wouldn't
say that." A guy in Australia we're working with he's trying to get into
the corporate market so he has to carefully edit everything I send him
that we use here because I frequently attack the corporate people
very heavily because who I am trying to get is the individual person,
not the home office.
Now Dan Kennedy did a thing where he got some home office
people and he became the advocate of the home office people and
made the agents sound like they were the enemy. It's a very
important copywriting technique.
KC Secret #70: Sometimes you have to go past your comfort
zone at the risk of offending some people who won't be
customers to get the ones who will
I'm not interested in the one lady who called and complained
about me telling her to "go to the next page" or that I offended her.
I'm only interested in the other 12,000 people who bought my
product.
The key is that you sometimes have to push yourself outside the
comfort zone to take a position.
Wishy-washy, weasely, mealy-mouth copy isn't going to sell
anything.
You need to be strong and sometimes by being strong you're
going to get somebody who will call you up and say "I resent that
you..." "I'm sorry you resent that. I'll take you off the list. Have a nice
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life. Good-bye."
KC Secret #71: Have the copy be you and what your personality
is
If the copy is you and the stories are about you and how you talk
and how you feel, then when they get your product and it's the same
way, it makes it very congruent and I think it's very important not to
be somebody else.
KC Secret #72: All of this is true for any prospect, for example,
business-to-business marketing, women marketing, and
retirees, whatever
I've heard them all.
I disagree with them all.
There's no such thing as somebody who's not a human that you're
marketing to. I don't care what your market is whether it's business
to business, and people tell us this will work in business, it won't work
in consumer. Then I have people tell me that it will work in consumer,
but not in business to business. Whatever it is, it is, and people are
people. As soon as you just get over that, the better your copy will
be.
KC Secret #73: Pay zero attention to other's opinions
Only pay attention to the market, that's a very important point.
Many of the things I've done I've been told by people that know me
and like me that "this won't work, you can't do this"...whatever.
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People have also told me that "That's really going to work." And it
flops.
I made the mistake of listening to people's opinions. The only
things I care about are the results from the marketplace. I had one
piece I changed and everyone in my office really like it a lot better.
They said, "This is so much less offensive, so much better." The piece
was a bomb. We got rid of it in two weeks. My whole staff liked it
better, but it didn't work.
The last thing...
KC Secret #74: Use your imagination
Have fun.
You are allowed to.
I got a
about how
letter, but
technique.
I try to have fun with what I'm doing in my copy. I'm not that
funny of a person.
I'm not Jerry Seinfeld but I still try to interject if humor seems to
be appropriate in a spot, I'll try to throw a little dry humor in there. If
I want to be a little bit or a lot tongue-in-cheek, I will.
I just think that if you're more interesting, people will be more
likely to read and buy.
If you want to read "The Final Word" on Killer Copywriting then
turn the page...
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Appendices
Appendix 1 | Appendix 2 | Appendix 3
- 133 -
Appendix 1
Appendix 1 | Appendix 2 | Appendix 3 |
RECOMMENDED BOOKS
FROM MY PERSONAL LIBRARY
Most of these books are available at amazon.com. Just click the
book title link and you'll be instantly sent to amazon.com where you
can get the book at a great price and have it for your library. Don't
put it off, get these books AT A MINIMUM. I have many more but
these are a must. I will continue to expand this in the Killercopywriting
Club pages. In some cases there are links for hard to find books to TWI
press.
"Tested Advertising Methods" by John Caples. Absolute classic. I've
read this book seven times.
"The Ultimate Sales Letter" by Dan Kennedy. Superb book. My copy is
dog-eared and heavily used. Perfect for helping you create your own
powerful sales letter.
"Influence: The Psychology of Persuasion" by Robert Cialdini. This isn't
a copywriting book but you must get this book. I've read it at least 7
times and it will help you understand the psychological triggers to a
sale. Very Powerful!!
"Scientific Advertising" by Claude Hopkins. Now in public domain read
it online for free.
"My life in Advertising/Scientific Advertising" by Claude Hopkins. "My
life in Advertisng" is not public domain and worth reading. I've read
both these books about 7 times.
- 134 -
Doing Research
Alas, I've only used these resources at the library so if anyone has
links for any of these resources, please send them to
links@killercopywriting.com
Find these publications online or at your library.
The Reader's Guide to Periodic Literature
- 135 -
Encyclopedia of Associations
The Cumulative Book Index
Van Nostrand's Scientific Encyclopedia
The Industrial Index
Gale Research - http://www.galegroup.com/
Encyclopedia of Business
Facts on File - indexed weekly world news digest
Statistical Abstracts of the United States
Direct Mail Resources:
SRDS - http://www.srds.com/
Rental lists, market research.
Go Leads - http://www.goleads.com/
Unlimited access to over 12 MILLION US Businesses for only
$9.95/month
InfoUsa - http://www.infousa.com/
Generate sales leads, find new customers, develop direct mail or
telemarketing campaigns, conduct market research and a host of
other business planning functions
US Post Office
- 136 -
Appendix 2
- 100 Headline Models
Appendix 1 | Appendix 2 | Appendix 3
Use These 100 Headlines As Models
1. THE SECRET OF MAKING PEOPLE LIKE YOU
2. A LITTLE MISTAKE THAT COST A FARMER $3,000 A YEAR
3. ADVICE TO WIVES WHOSE HUSBANDS DON'T SAVE MONEY--BY
A WIFE
4. THE CHILD WHO WON THE HEARTS OF ALL
5. ARE YOU EVER TONGUE-TIED AT A PARTY?
6. HOW A NEW DISCOVERY MADE A PLAIN GIRL BEAUTIFUL
7. HOW TO WIN FRIENDS AND INFLUENCE PEOPLE
8. THE LAST TWO HOURS ARE THE LONGEST-AND THOSE ARE THE
TWO HOURS YOU SAVE
9. WHO ELSE WANTS A SCREEN STAR FIGURE?
10. DO YOU MAKE THESE MISTAKES IN ENGLISH?
11. WHY SOME FOODS EXPLODE IN YOUR STOMACH
12. HANDS THAT LOOK LOVELIER IN 24 HOURS-OR YOUR MONEY
BACK
13. WHY SOME PEOPLE ALMOST ALWAYS MAKE MONEY IN THE
STOCK MARKET
14. YOU CAN LAUGH AT MONEY WORRIES--IF YOU FOLLOW THIS
SIMPLE PLAN
15. WHEN DOCTORS "FEEL ROTTEN", THIS IS WHAT THEY DO
16. IT SEEMS INCREDIBLE THAT YOU CAN OFFER THESE SIGNED
ORIGINAL ETCHINGS-FOR ONLY $5 EACH
17. FIVE FAMILIAR SKIN TROUBLES-WHICH DO YOU WANT TO
OVERCOME?
18. WHICH OF THESE $2.50 TO $5 BEST SELLERS DO YOU WANTFOR ONLY $1 EACH
19. WHO EVER HEARD OF A WOMAN LOSING WEIGHT--AND
ENJOYING 3 DELICIOUS MEALS AT THE SAME TIME?
20. HOW I IMPROVED MY MEMORY IN ONE EVENING
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71. GREAT NEW DISCOVERY KILLS KITCHEN ODORS QUICK!MAKES INDOOR AIR "COUNTRY-FRESH"
72. MAKE THIS 1-MINUTE TEST--OF AN AMAZING NEW KIND OF
SHAVING CREAM
73. ANNOUNCING...THE NEW EDITION OF THE ENCYCLOPEDIA
THAT MAKES IT FUN TO LEARN THINGS
74. AGAIN SHE ORDERS..."A CHICKEN SALAD, PLEASE"
75. FOR THE WOMAN WHO IS OLDER THAN SHE LOOKS
76. CHECK THE KIND OF BODY YOU WANT
77. "YOU KILL THAT STORE-OR I'LL RUN YOU OUT OF THE STATE!"
78. HERE'S A QUICK WAY TO BREAK UP A COLD
79. THERE'S ANOTHER WOMAN WAITING FOR EVERY MAN-AND
SHE'S TOO SMART TO HAVE "MORNING MOUTH"
80. THIS PEN "BURPS" BEFORE IT DRINKS-BUT NEVER
AFTERWARDS!
81. IF YOU WERE GIVEN $200,000 TO SPEND-ISN'T THIS THE KIND
OF (TYPE OF PRODUCT, BUT NOT BRAND NAME) YOU WOULD
BUILD?
82. "LAST FRIDAY...WAS I SCARED!--MY BOSS ALMOST FIRED ME!"
83. 76 REASONS WHY IT WOULD HAVE PAID YOU TO ANSWER OUR
AD A FEW MONTHS AGO
84. SUPPOSE THIS HAPPENED ON YOUR WEDDING DAY!
85. DON'T LET ATHLETE'S FOOT "LAY YOU UP"
86. ARE THEY BEING PROMOTED RIGHT OVER YOUR HEAD?
87. ARE WE A NATION OF LOW-BROWS?
88. A WONDERFUL TWO YEARS' TRIP AT FULL PAY--BUT ONLY MEN
WITH IMAGINATION CAN TAKE IT
89. WHAT EVERYBODY OUGHT TO KNOW...ABOUT THIS STOCK AND
BOND BUSINESS
90. MONEY-SAVING BARGAINS FROM AMERICA'S OLDEST DIAMOND
DISCOUNT HOUSE
91. FORMER BARBER EARNS $8,000 IN FOUR MONTHS AS A REAL
ESTATE SPECIALIST
92. FREE BOOK--TELLS YOU TWELVE SECRETS OF BETTER LAWN
CARE
- 140 -
- 141 -
Appendix 3
Appendix 1 | Appendix 2 | Appendix 3
Affiliate/Reseller Rights
Did you like Killer Copywriting? If so, why not offer it to your customers?
You can become an affiliate/reseller of Killer Copywriting - Jealously Guarded
Secrets of Writing Copy So Good...You Could Sell Sand In The Desert! by Jeff Paul
and Jim Fleck.
Here's what you get:
The right to sell Killer Copywriting and keep the majority of the money.
You'll get a link to a copy of the website that you bought the book from.
Everyone who buys killercopywriting from you that isn't in our database gets
marked as "your" customer. Then, whatever they buy from us in the future,
you
get whatever the commission is for that product. Whether you offer it or not!
You can offer this $37 product make money on it as well as our growing line of
products. Some of which are licensing deals that pay each and every month.
Do the work once...get paid forever!
We can only offer a limited number of Affiliate/Reseller opportunities in order to
preserve the value of these rights. So you might want to get them now!
Click Here To Get Yours
- 142 -
The Ads
Here is an index of all of the ad samples used in this book. They are in no
particular order but you can't print them all off if it's easier to use. Be aware,
some of these ads are very old and don't reproduce the greatest. If we find better
versions we will post them in the Killer Copywriting Club.
Are You Too Thin?
Do You Make These Mistakes In English?
Would You Give $1 For 16 Dance Lessons if...
The Mysteries of Lovemaking Solved
Get Plump
Reduce 33 Pounds...
Here's an Extra $50 Grace....
They Laughed When I Sat Down At The Piano...
To People Who Want To Write...
10,000 Ideas, Secret Formulas...
Mail Order Ads
Self-mastery, the key to life's riches
Mail Order Ads #2
Mail Order Ads #3
1944's Sex Discoveries...
Betsy Compton says....
GM Turk - They All Laughed...
Julia Roberts - Redbook
Chrysler
Bose
IBM
Park Avenue
Templeton
The Penalty of Leadership
100K Per Year To 100K Per Month
Get the cold-call monkey off your back...
Here are 17 steps to making more money...
The 8 Characteristics...
Top Producers Don't Make Cold-Calls...
The Diary of a Frustrated Agent
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