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               The Million Dollar Web Copy Course

                                   By Jo Han Mok
                 #1 International Bestselling Author Of The E-Code
The Anatomy Of A Winning Website Sales Letter

Before we go into the “how to”, it is important that you understand the concept of a sales
letter that sells – thoroughly.

If You Are In Business, You Must Know How to Sell

Selling is the number one skill you MUST learn if you are going to be in business, and
this applies online, too. If you do not know how to sell, you and your business will
struggle financially.

Forget the numerous “no selling required” ads you have come across online because that
is pure B.S. statement. The reason is simple: the truth is that if you do not know how to
sell or HATE selling, you cannot make money. Period.

If not for the ability to sell, how are professionals able to charge high service fees and
still get paid the amount they ask for? If not for the ability to sell, how did the Wright
brothers manage to convince the world about their first invented aircraft when people
could still live and travel without them?

On the other hand, the Internet marketplace is jam-packed with plenty of fantastic ideas
and wonderful products. Chances are that you have:

       A great idea that you think you can make money from,
       A product that solves a specific problem, and/or
       An income opportunity to provide to people online.

But the fact is this: if you do not know how to sell, you cannot turn your idea or product
into a money-producing asset, no matter how great or high in quality they actually are.

Having received Joint Ventures proposals on a very regular basis, I am acutely aware
whether the person has the ability to sell or not. I have learned that most people have
million-dollar ideas, but also more often than not, they do not have the skill to sell them
let alone instill commercial value in their ideas or products.

Without making this sound like a boring E-Commerce class, the point I want to drive
home is, whether you are selling your intellectual asset, service, tangible goods, or
whatever kind of product or solution, without the ability to sell, your product or asset is
worth nothing.

The Good News

The good news is that with the Internet being such a powerful medium, there is no need
for you to go door to door to sell. Even if you join an online Multi Level Marketing
company, you get to cover many prospects in the shortest time possible, which you
cannot possibly accomplish in conventional business.

There is no need for you to travel to meet your prospects, either, as the Internet brings
every Internet user to your computer screen. In addition, there is no need for you to
recruit your own salespeople – or even do the selling yourself manually with every single

All you need to do the selling on your behalf is a powerful sales copy.

Your Sales Letter is Your Sales Person

Your sales letter is your virtual sales person. Your sales letter does all the selling on your
behalf to your prospects.

Unlike conventional and direct response marketing businesses, there is no need for you to
train and recruit multiple sales people. All of your efforts should focus on creating a
powerful sales letter that produces a minimum 2 to 4 percent conversion rate on your
behalf, and better later on.

In other words, for every 100 prospects you refer or visit your web page, 2 to 4 of them
will be your customers. After that, you just provide the marketing and draw in targeted
prospects to visit your sales letter and it will do all the selling to your prospects for you.

Your sales letter is like a personal letter from you to your prospect. In your letter, you tell
and convince your prospect to buy your product or access to service from you.

What You Need

You have probably already got a great idea or a product, now you will need to have the
following in order to churn out a sales letter that kills:

   1. Decent writing skills.

       Since you will be writing your own sales copy, you will need to have decent
       writing skills and a good command of English, at least. Note however, that there

       is a big difference between best-writing and best-selling. More on that later in the
       coming pages.

   2. Personality.

       Yes, you must need personality. You will be writing somewhat a personal letter
       from you to your prospects so be friendly and approachable in your letter. Don’t
       write a stiff letter, because not only is it boring to read, you turn people away
       from your web page faster than Speedy Gonzalez!

       Mix your writing skills with personality, and you will make most of a perfect
       sales letter that kills!

       And last but not least, you need…

   3. To take action!

       There is wealth of information on how you can write your own killer sales copy
       staring at you – don’t waste them by not doing anything with the information!

You are literally ONE good sales letter away from a fortune! Now, let’s get started.

 The Million Dollar Sales Letter Format

             Insert Your Headline Here
                     Insert Your Sub-headline Here

 From: [Insert your name here]
 Date: [Today’s date]

 Introduce yourself. Confirm the problems/challenges your prospect is facing.

            Sub-headline: Introduce your product here


 Explain the benefits and features of your product.

 Sub-headline: Insert your testimonials/endorsements here

 Include a collection of neatly-lined up testimonials and endorsements.

                   Sub-headline: Bonuses (optional)

                        Sub-headline: Guarantee

                         Sub-headline: Buy now!

 Persuade your prospect to buy now. Include Order Device here.
The diagram above is an overview, rough format of what your sales letter should look
                               Privacy | Disclaimer

                             Your Headline
This is acclaimed to be the most crucial part of your sales copy. And it really goes
without saying doesn’t it?

How often have you been searching for something online, and because the first thing you
saw didn’t grab you and drag you in to want to know more… you just clicked the site
away and went in search for another website instead?

Or better yet… how often have you read a stunning headline that grabbed you by the eye
sockets and there laid your eyes glued to the monitor to find out more!!!

Well here’s some controversial stuff that I’m gonna reveal.

Most people are of the mistaken notion that the headline should be an ‘ad for an ad’ and
they try to cram a ton of benefits in the headline which is mostly a convoluted mess.

Here’s the REAL aim of your headline.

It’s to get your reader to read the SECOND line.

That’s all!

Your headline should stop your readers dead in their tracks, drop whatever they’re doing
and then get them to devour the copy.

Nothing more than that. Trying to describe what all the benefits your product can provide
in the ‘teeny weeny’ space that the headline occupies is marketing suicide.

Curiosity works wonderfully.

Are you curious as to how curiosity works?

Another important factor when you create your headline is the colour, font style and font

This should stand out more then any other part of your sales page. I find often a red or
blue and/or combined of both to work well. I usually make this the largest size possible
(depending on the entire length of my headline).

The font needs to be readable and bold. My favorite is “Tahoma”… Here is an example:

  "Now You Can Strike It Rich Online
    In 10 Simple Steps, As Easily As
  Taking Candy From A Baby! - World
  Class Internet Expert Takes You By
   The Hand And Shows You Exactly
It stands out so it will attract the reader visiting; it is also easy to read. Basically they’d
stand a better chance of dodging a sumo wrestler standing a few feet away ready to rub
tummies with them then miss this headline!

So many times I see headlines that blend in like a praying mantis does to a branch and
most often then not their sales page is really quite good, but if your headline doesn’t
stand out then your conversions WILL suffer for it.

It’s an easy fix!

I’ve heard many top copywriters say you should write out 100 headlines before choosing
and testing.

To be completely honest with you, I have NEVER done this.

I usually write out and fiddle with 20 maximum of 30 headlines. I also do this by writing
it out by hand first instead of typing them out on the computer.

I find it sticks better in my mind… plus I can’t do the simple “backspace” and often
although you might come up with a headline that you think sucks… but there is often
some words you want to take from that and add to another.

It’s from building from one of those ‘crappy’ headlines that I can usually create
something effective.

Here are a few more headlines of mine that you can model and use:

Exhibit #1:

 "Amazing System Beams You Right Into The
    'Money Zone' Of Tiny, Untapped Niche
Goldmines And Deposits Wheelbarrows Of Cash
       Into Your Bank Account, Almost

Exhibit #2:

"EXPOSED - The Fastest And Hands Down Most
       Easy Way To Succeed Online!"
"It Doesn't Matter If You Have No Product, No Website Or No Money. I Can Show You How
You Can Be Potentially Making Money Within The Next Few Hours, Even If You Know Jack
                           About Computers - 100% Guaranteed!"

Exhibit #3:

   Attention! Anyone Seriously Interested In Blowing Up Their Bank
                    Account Like A Thick Balloon!

    "I'm Handing You My Closely-Guarded
   'Specialization Email Response-Boosting
  Secrets' To Engineer Whirlwind Marketing
Campaigns With Force-Multiplier Effects And To
 Help You Smash Right Through Sales Plateaus
      As Though They Were Paper Walls!"
  Once You're Armed With My Secret Toolkit That Has Helped Me Sell
  Over $832,697.85 In Products And Services In The Last 12 Months
  Alone, You'll Be Able To Trigger A Synergistic Chain Of Events With
 Machine-like Repeatability, Resulting In Huge Cash Windfalls As Fast
               As Humanly Possible… And Without Limit!

                              Sub Headlines
This is almost as important as your headline. If your sub headline sucks then you lose the
visitor just as fast.

Keep creating more curiosity to your offer.

Take for example, we already have the headline:

It's not really that complicated...

  "Now You Can Strike It Rich Online
    In 10 Simple Steps, As Easily As
  Taking Candy From A Baby! - World
  Class Internet Expert Takes You By
   The Hand And Shows You Exactly
    It Shouldn't Be This Easy To Succeed Online, But
                 Strangely Enough, It Is!

In this sub headline I have answered some questions that might be looming in the visitors
mind, yet still created curiosity.

I’ve also taken away the most obvious answers and leaving the visitors wanting to know
“more” about this apparent “solution” I have to their problem.

You will notice in the example… I’ve made the sub headline still very large, but still
smaller then the main headline.

I find this to be important because you don’t want your sub headline to steal the attention
of your main headline. You simply want to hold and maintain the interest of your visitor.

                       Opening Your Letter
This is usually where I place the:-

From: Your Name Here
Tuesday 2.16PM AEST

It just makes it more personalized. They know now right off the bat I’m writing to them
and I am <Your name here>.

The first paragraph I ensure I get them to envision their dream.

In this and the following examples… we’ll use a ridiculous example of stopping tom cats
from spraying on your front porch ;-) )

Dear Friend,

How many times have you wished you could wake up each morning to reach for the daily
delivered newspaper from your front porch breathing in the fresh crisp morning air and
smelling the soft sweet scent of your rose bushes without the competing sickening smell of
cat spray… if you can relate to this, then you need to read this letter.

Now… by this stage you’ve answered the age old question “what’s in it for me” …
You’ve told them what its NOT… You’ve created curiosity and now you got them

Here is where you start your story of the troubles you experienced…


Just two years ago I was in your exact same shoes. I was ashamed and completely
embarrassed to bring friends and family to the front door.

With the occasional comment of “Ewww… what’s that smell?” and of course some
looked just as embarrassed as I did and said nothing, but you could tell by the looks on
their faces they copped a big wiff of it too.

In these two paragraphs I have sympathized with the visitor. I understand their problem, I
tell them the “obvious” of what they’re experiencing.

We all want someone to relate and sympathize with our problem!

Next paragraph I would begin to mention “what” I’ve tried in order to help the problem.

Likely just like you, I was out their on my front deck everyday scrubbing with powerful
agents, and yeah this worked for a short amount of time… but that same cat came back
the next day to leave his mark once again.

It felt hopeless… I would never resort to any type of cruelty to animals, I don’t believe in
that. I even considered moving house to erect the issue but that was far too expensive.

Now your following paragraph should tell your visitor how you come about the solution
to the problem without “actually” telling them what the solution is.

It was by chance I happened to stumble across the solution… etc… etc..

I could finally walk out onto my front porch without the horrible stench of etc… etc..

Now this is your chance to build your credibility… You’re going to answer why they
should truly be listening to you…

Since I discovered this method I’ve been teaching thousands of others wordwide…

Now is the time to back up your credibility with testimonials…

Don’t just take it from me… listen to what others have to say when they tried my

Testimonial goes here

Testimonial goes here

Testimonial goes here

Try to ensure you add a name and where they live. If you can, also try to get a photo of
happy customers. Depending on what it is that you’re selling, perhaps you could even get
photo proof of them using your product.

Using photos of yourself using your own product can be very effective also.

I heard a story of one guy who sells info products on how to get hot women…
Apparently he would get hot women that he woed to hold a sign up saying “The
something method worked on me” with his arms around the ladies.

Photos bring greater credibility… it paints a picture in the mind of the reader. Take the
late Corey Rudl’s website for one… he actually goes all out and has actual videos of his
elated customers speak of the success they had using his product.

If you’re skeptical that testimonials sell, then watch some late night TV and it’ll erase any
doubts you have.

There has always been the great debate between some top copywriters screaming “State
benefits not features” and others that say the complete opposite…

Well my simple solution was just state both!

This is where you really need to get creative and stick the meat in.

For example:

   •   Using this one particular everyday household product will take that stench out
       and have your front porch smelling like roses instantly!

   •   Once you use this little doozy NO stray cat will even dare set foot on your drive
       way let alone your front porch

You know the old saying… Curiosity killed the cat? Well using bullet points like this will
drive your reader crazy with curiosity he probably won’t even think twice about ordering!
He WILL want to know!

Oddly enough… I’ve even read sales pages where I’m not particularly interested in what
they’re selling, but the bullet points have created so much curiosity I felt compelled to
want to know the “great” hidden secret they had landed upon.

After stating what type of features it has… I would then progress into benefits…


   •   Imagine never having to feel the embarrassment ever again of inviting friends and
       family over

   •   Walking out onto your front porch to the smell of freshly mowed lawn etc…

And if all that wasn’t enough to sweeten the pot… You slam on the bonuses.

Now, a fatal error I made in the earlier days is I didn’t add a value to my bonuses. When I
was pulled up on it, I was asked… “Don’t you value your bonuses? Because if you don’t
value them then why should your customers?”

It was a poke between the eyes… but a good one none the less! ;-)

I usually bullet point some features/benefits of each bonus as well.

Next Step…

This is always a great debate… most say you “have” to give it a guarantee. I’ve tried both
methods. I can clarify that a guarantee does pull more sales however I have also tested
different methods of writing a guarantee to “lessen” the amount of refund requests that
come through.

I’ve found that certain ways you put your guarantee can lessen the amount of refund

But if you want the maximum possible amount of sales then tell them in your


             100% Unconditional No Questions Asked – NO ifs NO buts
 If you’re not completely happy with this product even if you so much as spot a cat
 hair within a 5 metre radius of your front porch then I want you to email me right
            away for a prompt and courteous full refund of your money!

I like to use these next paragraphs to let them know how much of a good deal they’re

Usually comparing to what they might pay for this product else where and then ensure
them they won’t have to pay that much from me for the solution.

Or another great line is initially making the price point higher eg. This is valued at $1,000
but today when you order you get all this including all bonuses for a measly $497.

This will usually give the reader a sigh of relief and excited that he is getting it at this
bargain price.

Walk Your Customer Through The Steps
            Of Ordering
The first words I begin with in this process are:

Place Your Risk-Free Order Now using our Secure Server Provided

Straight off the bat I’m asking them to place their order at the same time soothing their
doubts about ordering online by letting them know about the secure server used to
process the payment.

This is also a good time to mention “how” they will receive the goods they’re ordering.
Eg. Will it be posted? Is it downloadable?

Sign your letter off!

<Your name here>

Set up your order button. You will want this to be outstanding. Not something they will
skim past un-noticed. Placing an order here can easily be over-looked.

Then hit them with a strong P.S.

This is where you create the urgency and need to buy right now


P.S. This offer is time limited, I can’t guarantee if you come back tomorrow or the next
day the price wouldn’t of risen

P.P.S. A great smelling porch is just minutes away, don’t delay

Etc.. etc..

              Getting Effective Testimonials
Honestly… everyone likes to run around and say you just have to “ask” to get
testimonials… I can assure it’s rare that you actually receive a hum dinger of a one. Most
of them will just be one liners “It was great, thanks heaps”.

Especially in niches that aren’t marketing orientated. The customer doesn’t realize the
type of impact a testimonial can have on your business.

So here’s an idea you can utilize to increase the quality of your testimonials…

Send out an “unadvertised” bonus a few days later… Completely free of charge! On the
page add a feedback form with a few questions.

Some example questions might be:

   •    Could you tell us your story as to what’s brought about X problem?
   •    What results have you received from using our product?
   •    Would you recommend this product to others? If so, who do you think it would be
        most suited to?
   •    Do you believe you got value for your money?

Then simply ask permission to correlate this into a testimonial you can use on your


Your main text color should be black on a white background. You can have other colors
and background images on your website, but the background behind the black text
should always be white.

This is the easiest format to read. If you would study professionally written sales letters,
you will learn that their layout is mostly white with mostly black text on them.


Use fonts that are easy to read and relaxing for the eyes. Don’t use fonts that are too
small, and don’t use regular fonts that are too big, either.

Some of the easiest read fonts are:

   •    Arial (easiest read font on computers)
   •    Verdana
   •    Georgia
   •    Tahoma
   •    Courier New

Words that are “hot buttons” should be decorated to grab your prospect’s attention by
using font characters such as bold, italic, underline, different color, different size, or

Warning! Do not use uncommon fonts. This is because not all PCs can recognize such
font you are using for your sales letter, making your prospects see something else that
appears otherwise on their computer screen thus damaging the impression and the looks
of your sales letter.

Here are a few of my sales letters that you can use to study my font combinations

Width of Letter

Do not stretch your sales letter from one end to the other! That is a common novice
mistake most budding sales copywriters do.

Avoid that, and space your width to have your sales letter cover 70-80% of the monitor’s

Color Scheme

Do not use too many colors for your sales letter. In other words, use not more than 4 to
5 colors in your sales letter. Furthermore, the color scheme must blend well with black
text and white background.

Long Letter vs. Short Letter

Now, we have come to the age-old question in writing your sales letter: is writing long
sales letter better than writing a short one – or vice-versa?

Well, as Ted Nicholas says, copy can never be too long, only too BORING!

The more you tell, the more you sell, and the more they read, the more they need!
There is always a debate on whether a long sales letter works better than a short one. But
the truth is that there is no debate whatsoever on this topic as long letter will, definitely,
outsell the short one anytime.

Yes, some people will say they do not like to read a long sales letter. When that happens,
you know that they are NOT going to be your customer. Also, I should think that they
would not have any patience with your product or service, either. Is this the type of
customer you want?

So, write a detailed and exciting sales letter. Produce an exciting sales letter that keeps
your prospect to read from start to end. And if they like it, they will definitely look
forward to another product from yours truly. This same secret will make back-selling
easy. Make him envision how your product will enrich his life.

Follow this train of thought and you will be on the right track. It did very well for
successful movie directors and copywriters, so why should you be an exception?

Besides, you are writing a sales letter, not a brochure. A brochure only informs your
prospect about the features of your product. It does not sell. Your sales letter does.

Number of Pages

There should only be ONE page. No Page 2, or [continue] whatsoever. The reason is
simple: you want to get your prospect to read from top to bottom, and make his decision
there and then on the same page. No Page 2 to distract him! Check out the rationale of
this below:

Any Other Links?

Besides the link to the Pay button, there should be no other links on your sales letter.
This is an important key to success for your sales letter. That means no links to About
Me, F.A.Q., Sitemap, or even Page 2. You should not put any advertisements (banner
ads, Google Adsense and the likes) on your sales letter, either. You do not want to
distract your prospects. You want them to stay focused – and continue reading your sales
letter from head to toe.

In other words, you have to explain who you are, what you do, and how you can help
your prospects to solve their problems.

These links can be exceptional, however:

   •   Disclaimer and Privacy pages. If your prospects need to see these pages, try
       either putting them on the same page as the sales letter or open them in a new
       window. That way, your prospects will not get distracted from reading your sales

   •   Your contact e-mail address. Should your prospects have any questions, this
       information is essential to put into your sales letter. However, you are advised
       NOT to hyperlink it as it can be a SPAM-magnet as there countless automatic
       spam-blasters creeping in cyberspace! Instead, just write your e-mail address as it
       is.   Preferably,    write    your     e-mail     address    in   this     format:
       yourname[at] instead of

   •   A link to signing up for your affiliate program. A big number of the prospects
       who visit your sales letter will not likely buy your product. However, you can
       convert some of the non-buyers to be your affiliates.

   •   Membership login. This option should appear only available to your members if
       you are running a membership site. Generally, only members would go to this
       page and your prospects would not get distracted by this link as there is nothing
       more to this page than a login form.

With no other links in your sales letter, it boils down ultimately to whether your prospects
buy from you or not.

Your sales letter should only ever be doing one of four things. Enforcing your expertise,
enticing with benefits, crushing fears and doubts about your product, or asking for
money. When you're done writing, take a read through your sales letter and see if you can
spot the points at which you may have deviated from your original objective, and wipe
them out. Contrary to some very strange examples I’ve come across in my time online,
there is no reason for any other text to exist other than to distract, confuse or get in the

      BONUS Chapter!
Controversial "Never Before Revealed" Secrets
    Behind Joe Vitale's Hypnotic Success

  Dr. Joe Vitale and Jo Han Mok

                  "Mr. Fire”: What Sparked The Flames?
              Controversial "Never Before Revealed" Secrets
                  Behind Joe Vitale's Hypnotic Success


Joe Vitale & Jo Han Mok

Name:       Conversation:

Jo Han:        Joe, you seem to have this seemingly morbid fascination with weird
               characters like PT Barnum, Bruce Barton etc. How have these people
               contributed to your development?

               We do know that PT Barnum was possibly the world's greatest publicist
               and Bruce Barton was THE Ad man, so did you become "Mr. Fire" by
               modeling them? Did you model them consciously or unconsciously?

Joe Vitale:    I believe we are what we read, as well as who we hang around with.

               I read about great people so some of their greatness rubs off on me---at
               least I hope it does.

               I first heard of Bruce Barton in Robert Collier's legendary book, "The
               Robert Collier Letter Book." I had never heard of Barton before that. I
               became fascinated with the man.

               I was on a mission to find out what happened to him. How did this once
               best-selling author and famous ad-man---an advisor to presidents---fall
               through the cracks of history? I wanted to know. I NEEDED to know.

               The result of my two year quest was my book on Barton, "The Seven Lost
               Secrets of Success." But I never began my mission with the idea that I
               would write a book. I simply followed my interests.

               No doubt my research influenced me. What I learned about Barton
               influenced my writing style and my marketing philosophy. Barton was
               very sincere. I've learned to make that my war cry. Barton was a great
               storyteller. I've learned to tell stories to make my points.

Jo Han:       So you "read" about Bruce Barton. I know that you have one of the most
              massive libraries with possibly the largest collection of rare, hard to find
              books. How would you rate "self education" in your development?

              Would you say that you've come this far because you have a thirst for

Joe Vitale:   Yes! Books stretched my mind, fueled my dreams, sharpened my senses,
              and developed my personality. The difference between an average person
              and a great success is often the books he or she reads. The more you read,
              the more successful you will be.

              You can save yourself trial and error, as well as blood, sweat and tears, by
              reading how others achieved their results. Books rule!

Jo Han:       Most successful copywriters and Internet marketers that I know, have a
              HUGE library of books that they refer to over and over again. And more
              often than not, these books contain the "wisdom of the ages".

              Yanik Silver has a huge library, Dan Kennedy has a huge library, Ted
              Ciuba has a huge library, and I have a pretty huge library myself and like
              Yanik, I’m personally am obsessed with rare, hard to fine marketing
              books, the older the better. Ken Mcarthy has stressed that we're all direct
              marketers using the Internet as a medium. What do you think of the

Joe Vitale:   It's easy to put too much focus on the Internet. I learned how to write copy
              by writing sales letters for DOS software products, and for my own early
              books. Going online some ten years ago gave me the same education but
              at no cost.

              Words are the driving force online. It's a great place to hone your skills of
              writing and persuasion. And since writing and sending emails is basically
              free, it's easy to make it the choice for learning direct marketing. But I
              don't want anyone to think the Net is the “be all and end all” of marketing.
              It's simply one avenue to wealth.

Jo Han:       What you define as “great people having their greatness rub off you”, is
              known in the self development circles as Neuro Linguistic Programming. I

              personally think that it is a really powerful science of achievement that
              boils down to one word.


              I mean Tony Robbins went from a janitor to who he is now, and you're
              well, Mr Fire. Would you attribute your success to the ability to
              communicate if you have to strip it down to its barest form? What are your
              personal thoughts on NLP?

Joe Vitale:   Communication is essential but not the only thing. I think being sincere,
              being clear, being positive, and being helpful are traits that become the
              recipe for success. As for NLP, I'm not sure what to say. I think there is
              more hype in NLP than help.

              I think far too many people make wild claims that they can teach you to
              seduce anyone or sell anyone, when that is simply not true. NLP can help
              teach you about people, and about how to control your own mind. For that,
              it's priceless.

Jo Han:       One of the things my associates and colleagues have always remarked
              about all this "motivational stuff", is that they tell you the importance
              about physiology, psychology, how to eat right and all that, but they
              NEVER tell you *exactly* how to go about becoming rich, or just giving
              you a detailed blueprint for changing your financial destiny.

              Until I learnt to write a good sales letter, all this motivational stuff did
              squat for me, and didn't make much sense. Would you say that for anyone
              who really wanted to get rich and turn their life around, the most important
              thing they could do for themselves is to master the art of "Paper & Ink"

Joe Vitale:   That's certainly been the road for me. But Mark Twain once said what
              worked for him may annihilate you. You have to find your own way.
              There is no one road to riches. I started out writing books and even plays.
              It wasn't until I discovered e-books that real money came my way.

              Had I stuck to the traditional path of working with agents and publishers,
              I'd have starved. But my way to success may not be your way to success. I
              think it's more important to focus on your goals and allow them to lead
              you to their achievement. Writing is of course one powerful tool for
              attaining your dreams.

Jo Han:       When you're communicating with people whether through a sales letter or
              in person, (I’ve heard almost all your interviews and you're just as
              amazing vocally as you are in print) what kind of "senses" do you try to
              appeal to? I mean many hypnotic techniques like "picture this, visualize
              this...” seem more slanted towards a person of more "visual" orientation.
              But we know that people are affected in an auditory and kinesthetic sense
              as well. So how do you try to strike a balance?

Joe Vitale:   Let me confess something to you: I don't consciously try to appeal to all
              senses in all people. Never. That would be way too much work. And way
              too wooden and manipulative.

              Here's my secret: I simply convey my story in the most exciting way I
              know how, and my key to do that is through sincerity.

              In other words, if I believe in a product or service, it's easy for me to get
              excited, tap all the senses, and move people. My focus is on sharing my
              excitement. When I do, others sense it. But I don't consciously try to
              manipulate them. I simply share.

              The same thing happened with P.T. Barnum.

              I read his autobiography and fell in love with the man. His humor, story-
              telling, ingenious way of seeing opportunities---all of it charmed me and
              mesmerized me. But I never planned to write a book on Barnum until after
              my book on the Internet, "CyberWriting," was done and I looked around
              for my next project.

              I proposed something on the marketing secrets of Barnum and my
              publisher at the time, AMACOM, jumped at the idea. The next thing I
              knew, I was knee deep into research on Barnum---which ended up being
              my book, "There's A Customer Born Every Minute."

Jo Han:       Yes, stories. Joe, honestly, you've impacted my life and that of many
              others in inconceivable ways. I would say you had a "Barnum" effect on
              me. One of the most important things I've learnt from you, is that facts tell,
              stories sell. The whole sales letter for Christian Godefroy's Mind Power is
              essentially a story of how you introduced me to Christian Godefroy.

              Much of my story telling techniques were implemented after reading your
              Hypnotic Story Telling. If you had just ONE secret to writing a good
              story, what would it be?

Joe Vitale:   Let me tell you a answer your question....

              One day I opened my mail and there was a letter from my sister. In it she
              said she read my Spiritual Marketing book and was so inspired she went
              out and bought a new car. I thought she was kidding. Then I realized she
              was serious and in fact had bought a new car.

              Well, I took that actual experience and wrote a now famous email. It
              began with the headline, "I was nearly in tears..." The whole letter was a
              true story. And that's the easiest way to write a compelling story. Be
              sincere. Tell the truth in a dramatic way.

              And yes, I was deeply influenced by Barnum. His sense of fun and
              outrageousness made me stretch my own mental boundaries. I became a
              much stronger publicist after reading about Barnum. And because Barnum
              was into Magic and Hypnosis, it all served to deepen my own interest in
              those subjects.

Jo Han:       Haha. Yes, Magic and Hypnosis are two of my greatest interests as well. If
              you'd recall, in one of our conversations, I mentioned that magic seemed
              to be a common link in writing good copy.

              Brian Keith Voilles was a magician, Dan Kennedy consults lots of
              magicians, and makes lots of references to magic in his work, and as far as
              I know, he really loves magic. Marlon Sanders was a magician. Would
              you say magic helps us clarify how we want to be perceived?

              I mean in a magic trick, there is the "Effect", which is what the audience
              sees, and the “Modus Operandi” which is how the trick is really done. By
              presenting our sales letters as "Effects" we make them more appealing,
              don't you think?

Joe Vitale:   That's a brilliant insight. I think every marketing person should look at
              Magic Catalogs. They are brilliant. They sell the effect, not the secret.

              That's what all good selling can do. Describe what your product or service
              does, not how it does it. Magic Catalogs hide the secret. I have spent
              thousands of dollars on magic tricks and magic books simply because I
              wanted to know how it was done. Again, sell the effect---or the benefit---
              not the how-to.

Jo Han:       Speaking of magic and hypnosis, you do have an upcoming book called
              Hypnotic Magic. *lol* . You can bet I'll be the first to grab a copy. When
              will it be released? Pray, tell us more.

Joe Vitale:   It is a personal project. I know many magicians, from Lance Burton and
              Marshall Brodien to up and coming stars. I wanted to write a book about
              my own ideas on how to create riveting performances. I've learned that
              magic is just tricks, but hypnotic magic are tricks with impact. I like
              magic that leaves your jaw dropping.

              I've created tricks, like P.T. Barnum's Mind-Reading Miracle, and they
              will be in the book.

Jo Han:       How did you FIRST discover Hypnotic Marketing? Please tell us where,
              and when you started applying it. Was there any "textbook" that you used?

              Do you really know about all that submodality, contextual reframing stuff
              that exists in Hypnosis?

Joe Vitale:   I am basically self-taught when it comes to hypnotic marketing. While I
              am a certified hypnotherapist, and have been fascinated with hypnosis
              since I was 16 years old -- over 30 years now -- most of my discoveries
              came from putting my ideas to the test in the street.

              I simply tried some hypnotic concepts in my writing and they worked.
              Then I tried them in my marketing and they worked, too. I then ended up
              writing about my ideas in my hypnotic line of books, the first being
              "Hypnotic Writing."

Jo Han:       Wow Joe, so you received your Hypnotic Training from the "School Of
              Hard Knocks". Well I think you graduated with a Summa Cum Laude.
              <chuckle>. I too am gonna be certified as a hypnotherapist in 2 months
              time. Deja vu.

              Speaking of Hypnotic Writing, correct me if I’m wrong but I think it used
              to be called "Zen and the art of writing". How did that "Zen" factor come
              into play and why did you decide to rewrite the book?

Joe Vitale:   I never rewrote the book. "Zen and the Art of Writing" was my very first
              book. It originally was a correspondence course I couldn't sell. I was too
              new at marketing. So I found a publisher who brought the little book out

              in 1984. Today it's a collector's item, as only 500 copies were printed. The
              book was a collection of creativity tools for writers. I'm proud of the book,
              though I hate the picture of me in it. Many years later, I wrote "Hypnotic
              Writing," which was a different and better book.

Jo Han:       Personally, I've used Hypnotic writing method to write virtually all my
              products, and sometimes, the stuff that I churn out, actually amazes me!
              I'm like “I can't believe that I wrote that". Sometimes my parents would
              look at my writing, and go "Where the hell did you learn to write like

              Would you say that there is a "Writer" within all of us, and we all really
              need to unleash the writer within? How did you discover the Hypnotic
              Writing method? I think it's really amazing. How did you make all these
              ground breaking discoveries?

Joe Vitale:   I learned to become a better writer by studying master writers. I was
              deeply influenced by Mark Twain, Jack London, and William Saroyan.
              Robert Collier, of course, changed my life. I think anyone can become a
              great writer by studying great writers.

              As for my discovering things, I simply experiment. I think desire is a great
              motivator. Necessity is the father of invention. Desire is the mother of it.
              When you desire things---more of anything---it will move you to begin
              creating and discovering whatever you need to achieve them.

              For example, because I desired a BMW Z3 car, I created a whole new
              form of marketing---the e-mail e-class. I made about $23,000 my first
              week after inventing the class. And yes, I bought the car.

Jo Han:       What did you actually do, to take yourself out of that shoplifting
              phase? Was it REALLY the Spiritual affirmations that took you out of it?
              What happened in the physical world?

Joe Vitale:   Simply put, I got a job.

              I went through a whole series of terrible jobs. I was a cab driver, a
              security guard, a reporter, a laborer, a truck driver, and so it went.

              It would be many years before I learned to create my own reality from the

              inside out. In those early days of struggle, I was still on the rough side
              of the mountain. No one told me there was an escalator though life. I lived
              in hell. It was not easy or pleasant.

              As I explained in my book, "Spiritual Marketing," I needed a mentor to
              pull me out of my own quicksand. For me, that person was Jonathan
              Jacobs, whom I wrote about in the book. I think each of us needs a
              "miracles coach" to get us out of our own muck.

Jo Han:       I never knew that about you. Shocking. It's hard to imagine you doing all
              those jobs. Psychologically, were you affected? How did you really feel
              during that testing period?

              So did you work in the day, and write at night in order to turn your life
              around? Did you have the same type of mindset that Tony Robbins calls
              the "I will not be denied”, frame of mind?

Joe Vitale:   In many ways, those early years traumatized me. They were not easy or
              pleasant. I have had to go through years of therapy to get clear with those
              events. But there was a great gift in the events as well.

              They taught me to hold to my dream, to never give up, to remain hopeful.
              And I learned from every job. Being a car salesman taught me about
              people. Being a laborer on the railroad taught me about hard work.

Jo Han:       I've read about Jonathan Jacobs. Would you tell us a bit more on what
              "exactly" he did to help you out of your own quicksand, and where
              "exactly" the turning point in your life was. What kind of advice would
              you give our readers out there who want to experience their own "turning
              points?” Boy, I'm gonna love this.

Joe Vitale:   Jonathan was one of many healers who helped me unravel my own beliefs.
              Beliefs are the wiring in your head that control your life. Change that
              wiring and you change your life.

              My best advice is to find a miracles coach---someone who can lovingly
              help you see your limitations and go for your dreams. These days I work
              with Ann Taylor Harcus. Some people write me to for help, as I do
              Spiritual Mind Treatments for a select few.

              I think reading books will nudge you towards your dreams but getting a
              miracles coach will blast you towards them. The key is finding an
              authentic coach. My advice would be to check with the clients they have.
              Judge them by their fruits. If people are getting results, that coach may just
              be the one for you.

Jo Han:       Mike Litman is a mutual good friend of ours (who is probably out there
              shakin and bakin). He has a concept of "Loverage" whereby love =
              leverage. In other words, it's all about sowing seeds in other people's lives
              and thereby reaping the harvest. How important is seed sowing in your

              What kind of "seeds" did you sow to get where you are today, and what
              kind of “seeds” can our readers out there start sowing?

Joe Vitale:   Great question. I have done my best to help people freely. And many
              people have helped me. I have also learned that the greatest money-
              making secret in history is this---give money away. The more you give,
              the more you'll get. Don't expect it to come from specific person or place,
              but hold on to your expectation. The greatest tycoons were the greatest
              givers. Carnegie gave away $350 million in his lifetime. Rockefeller gave
              away $500 million. Both became tycoons. Most of this is explained in a
              little book that has been around over 40 years, called "Seed Money." I'm
              the sole e-publisher of it.

Jo Han:       Charles Burke, who is another good mutual friend, in "The Magic
              Escalator" talked to you about creating “lucky breaks". Do you really
              believe in luck? Or do you believe in the "If it is to be, it is up to me"
              philosophy. At the same time, I know you also advocate letting go and
              letting God. Please clarify, Joe.

Joe Vitale:   This is a tough one to answer. Basically, I don't believe in luck as that
              means there is something outside of you. But I do believe in intentions and
              letting go, as a way of stating your order and letting it or something better
              come to you.

              If you insist on things happening a certain way, you're on an ego trip. If
              you can enjoy what you have, while going for what you want, and being
              grateful for what you get, you up the odds of getting more of what you
              want. I'm not sure how else to explain this.

              P.T. Barnum didn't believe in luck. He looked for and made opportunities.
              Yet his favorite expression was, "Not my will but thine be done." It's
              something you have to meditate on to understand.

Jo Han:        Do you actually keep a swipe file? Whose material do you like swiping,
              and what kind of materials qualify to be swiped by you?

Joe Vitale:   Yes. Every good copywriter and marketing person worth his salt collects
              the cream of the crop for inspiration later. I don't think there is any one
              person I like to swipe. I look for headlines, letters, ideas, concepts, that
              seem to work, and save them. I also collect books on how to write great
              copy, and probably have the largest collection in the world.

              I'm a big fan of John Caples, Dan Kennedy, Denny Hatch, and Kenneth
              Goode. I've seen some of my own copy reproduced with minor changes all
              over the net. Direct copying like that is usually illegal and usually doesn't
              improve sales. What we all need is sincerity and originality. I use swipe
              files to be inspired.

              That's what they are for. My own file, co-authored by Larry Dotson and
              me, is something I refer to every time I have to write copy.

Jo Han:       Is there anyway you "organize" your swipe files so that you can access

Joe Vitale:   I keep the swipe files that Larry Dotson and I created in a binder right
              beside my desk. When I want inspiration, I start flipping through the book.
              I don't believe anyone needs an organized approach to creating. I think
              what you need are triggers.

              You can open a dictionary, take any word, and use it to trigger a new line
              of thinking. Swipe files act as triggers for me. But anything can be a
              trigger. Even my cat. The right look or meow and I'm ready to write. Well,

Jo Han:        I do know for a fact, that when your sales letters have a different "look" to
              them. How important are "cosmetics" in your sales letters.

Joe Vitale:   I try to make my letters visually inviting. I like a strong headline, a
              secondary headline, then short opening sentences. I don't mind longer

              paragraphs later, but not at first. At first, I need to get people into a trance.
              So the statements are short.

              Once I have them engaged, the paragraphs are longer. And I always use
              endorsements, quotes, and PS's, to enhance the look and feel of my letter.

Jo Han:       What are your religious beliefs? Bruce Barton had a theory of the Free
              Enterprise System establishing a heaven on earth, and Jesus as the ultimate
              Business philosopher. Would you say that your methods are "new age",
              and somewhat bordering on the occult? Do you REALLY believe that we
              are "gods"?

Joe Vitale:   Most people don't know I am an ordained metaphysical science minister. I
              am a New Thought advocate but I'm not necessarily new age---there are a
              lot of flakes in that latter category. I do believe we are each a god, at least
              over our own life.

              We are not THE god, and we do not have the power to control others. But
              we are gods of the life we live and breathe. Once you understand that
              concept, the world is yours.

Jo Han:       Finally the mystery is solved. I'm not sure if you've read the book "Neo-
              Tech" written by Mark Hamilton and Frank R Wallace. It's a very
              controversial book that talks about the evolution of bicameral man to a
              fully conscious god-man. What are your thoughts on that?

Joe Vitale:   I think the marketing behind the book is brilliant but the book itself is all
              smoke and mirrors.

              That's my opinion, of course. I remember all the sales letters I got for the
              book. They were long and powerful. But I never bought. Why? It seemed
              too good to be true. It was too “hypey”.

              One day I was in a used-books store and saw the books for sale for a
              dollar. Yes, a dollar. I still didn't buy them! I took one look and felt the
              book was needlessly and maybe purposely confusing. Again, the
              marketing behind it was near brilliant though.

Jo Han:       If you had to name a contemporary Internet Marketer whom you admire
              and respect, who would that person be, and why?

Joe Vitale:   Without hesitation it would be Mark Joyner. Mark is a genius. Hands
              down, he has been the pioneer in internet marketing. If it weren't for him, I
              may never have released my first e-book. Mark knows how to create
              traffic, make sales, woo people and persuade people. He's also daring,
              creative, and brilliant. His book---which I wrote the introduction to---is a

Jo Han:       Would you describe a typical work day for you?

Joe Vitale:   I wake up early but lounge in bed and let my body wake up as it pleases. I
              usually check email first, and reply quickly and briefly to all important
              messages. I have a to-do list that I then work on, doing my best to scratch
              off as much as I can as quickly as I can. I tend to work fast. I write quick
              and edit later. I edit ruthlessly and rewrite my work dozens of times.

              I also take breaks, walk the dog, exercise a little, and go swimming in the
              summer months in my pool, or driving my Z3 to run errands. I also dabble
              a little in magic, and play a little guitar. I meditate every day. And of
              course, I love to buy and read books.

              While I live secluded in the country outside of Texas, I often drive to a
              large city to breathe in the aroma of books in a good bookstore or two. I
              don't make or get many calls, as I prefer email. I tend to work on one or
              two big projects at a time, and handle one or two big clients at a time. I do
              my best not to get too stressed or overextended. I have a good life.

              We all can. We all deserve it.

Jo Han:       I see. Based on your typical workday, I see that it's slanted towards
              product creation, JVs and self development. Now as an Internet marketer,
              isn't the "tech" stuff important to you. What kind of "tech stuff" do you do
              yourself, and what kind of stuff do you pass to "Chuck" Lewis? (Chuck
              creates websites that are simply out of this world)

Joe Vitale:   I know little about the techie side. Charles is my web guy. I turn it all over
              to him. I focus on creating and marketing. I think a key to success is
              knowing how to delegate.

Jo Han:        Lastly, if you had to give advice to someone who has never made a dime
              online with absolutely no web design experience, no product, cannot write
              a sales letter to save his life, with no money and had to make money as
              quickly as possible, what would you tell that person?

Joe Vitale:   I'd say: Consider what you love to do that others may want to know more
              about. Maybe you have a hobby or a talent or an interest. Research it and
              write an e-book about it. Then find the people online who want to know
              more about it. Tell them about your book. That's a short and sweet
              formula, but it works.

The Attention Grabber.

First up comes the headline. The oh so well known and the most apparent block of larger
than life bold text at the head of the sales letter. So what's the intention of the headline?

Well, the answer to that is twofold. Its first job is to capture the attention of the visitor.
To snap them out of whatever they're doing, and divert all their attention to your copy.

The second, and most importantly, it's to persuade the reader to read on. It's a short, sharp
taste of what you're offering designed to make the visitor drop everything, snap out of
their daily grind like trance, and listen to you.

When writing your headlines, it's important to spend a little time playing with some

Here’s a list of words:

Hidden assets

Inner circle

What you have to remember is that to catch this attention in the first place, your headline
needs to be short, and to the point. It's not a summary of your product, and it's not just
there to grab attention being completely unrelated to your product. As with your product
itself you can categorize a positive headline in the same way.

Solve a problem, avoid pain, or gain something that the reader wants. Your headline has
to show this right away.

The “how to” headlines and discover are popular, again, because they work. It really is a
simple case of expressing the solutions your product offers directly or indirectly. Lets say
we're taking a marketing perspective. Here's a couple of direct headlines to start out.
Discover how to make seven dollars for every dollar you spend online. Find out how to
increase the size of your list ten fold in just a month. It's as easy as that. Whenever you're
writing a headline, just remember the main aim of your product, the main problem it
poses a solution to, or the main advantage it gives the customer, and tell them.

If you don't like the “how to” approach, you can always go indirect, and use the how I
approach. Find out how I increased my sales tenfold in just three months with one simple
technique. Watch as I create a sales system that earns me ten times my investment every
month, without fail. There's nothing wrong with this approach at all. Personally, I prefer
method one, telling someone directly what they can gain, but this kind of story telling
method works too.

Here are some headlines to guide you:

   •   How To Feel Fit At Any Age

   •   How You Can Get A Loan Of $5000

   •   How To Beat Tension Without Pills

   •   Play Piano In 7 Days Or Your Money Back

•   How I Start My New Life With $7

•   How A Strange Accident Changed My Life

•   Slash Your Sales Letter Writing Time By 85% and Write Better

•   Stop Writing Sales Letters The Hard Way

•   How The Next 90 Days Can Change Your Life

•   Who Else Wants To Lose That Ugly Bulge – In 3 Days

•   The Secret Of Making People Like You

•   How $20 Spent May Save You $2000

•   Will You Give Me 7 Days To Prove I Can Make You A New Man?

•   How I Made $10,000 From A “Fool” Idea

•   I Lost That Ugly Bulge In 5 Minutes

•   The Most Amazing Shakespeare Bargain Ever Offered

•   To People Who Want To Write – But Can’t Get Started

•   67 Reasons Why It Would Have Paid You To Answer Our Ad A Few Months

•   Here’s A Quick Way To Break Up A Cold

•   THOUSANDS Now Play Who Never Thought They Could

•   IMAGINE YOU… Holding An Audience Spellbound For 30 Minutes

•   To Men Who Want To Quit Work Someday

•   Little Leaks That Keep Men Poor

•   Do You Do Any Of These Ten Embarrassing Things

•   How I Improved My Sales In One Evening

•   You Too Can Laugh AT Money Worries – If You Follow This Simple Plan

   •   Who Else Wants A Screen Star Figure

Give Your Headlines Meaning - Be Specific.

Notice too that a lot of these headlines are very specific. This is great, because it gives an
even clearer sense of focus on your product and sends out a message of individuality and
confidence. This is especially true with online marketing where there's a heck of a lot of
competition, and giving specific figures and stats like this is going to help you stand out
and be unique against the hundred thousand million however many there are people who
use the rather unimaginative 'Make more money online' headlines. Most importantly, it's
going to keep people reading, for the simple reason you're no longer one of the crowd and
visitors are going to read on to see what you offer instead of labeling you 'just another
one of them'.

Don’t Hide Your Intentions.

This is also why it’s important not to hide the meaning of your headline or try to put off
telling people about your product. If you’re sending traffic to your site that’s interested in
your products in the first place, there’s no need for you to hide anything. Factor in that if
you’re hiding your solution until further down the letter, why would someone read on if
they’ve been sent to your site to find out about a seemingly different topic than you
present them with?

So, as you can see, it's not difficult at all, no matter what your product. Use exact stats to
stand out and be noticed, and tell your visitors about the problems you're solving, what
they can gain by reading your reports, or how to avoid something unpleasant without
hiding your intentions. Couple more examples for you before we move on. Find out how
I catch five or more specimen fish every single time I hit the water, no matter what the
venue. Discover the technique that turned an amateur golfer into a competing
professional in just three months. Learn how to use the software that saves me ten
thousand dollars in legal fees every time I buy a new house.

I could go on forever, but I won't. One thing to remember is testing. Don't think just
because you have a headline that isn't so bad that it always has to stay that way. I won't
elaborate right now, because we have a whole section on effective testing later on in the
course. Under no circumstances get too anxious about this, because it's not set in stone,
and you can change it whenever you feel the need. Think like this, follow the above
guidelines, and you'll be writing enticing and profitable headlines without that old 'Uh.. I
don't know what to write' feeling coming over you. That's the first step sorted.

Attention Grabber Number 2.

Next comes the sub headline.

A couple of lines of text under the main headline there for the simple reason of
enforcement. It gives you a little space to expand on what you've just said and do
something very important. And that's give the reader a reason to read on. Here's a well
used example for you, and that's the 'don't go anywhere, because this could be the most
important letter you'll ever read' approach.

Many people claim to have come up with that line, but whoever did it originally, congrats
because it really does make a difference. It's kind of a settle in line. A take your hands off
that mouse, don't click the dreaded x or get distracted with anything else kind of line. So
that's your aim, to settle the visitor in and to stop them going anywhere.

Now personally, I'll be honest. The whole 'don't go anywhere because this could be the
most important letter you'll ever read' doesn't excite me anymore, and doesn't often hold
my attention. It's rather overused to say the least, and has a very 'talking at you' feel. I
prefer a little something softer. Sit back in your fave chair, and relax while I show you
why what you’re abut to read will change the way you look at online marketing forever.

Of course there’s other ways to do this too. How about 'Prise your fingers off your
mouse, sit back, and take a well deserved time out while I show you something that I
guarantee will change the way you look at affiliate marketing, forever. As harsh or as laid
back as you'd like it to be, don't forget the reason it's there; as a feed in from your
headline into your main letter. It's a 'Settle In Line'. If it meets that criteria, you're set.

Lead In & Introductions.

Next up, comes something that again, many people miss to their detriment; an
introduction. Who are you? If I've just landed on your site, why should I be listening to
you? Simple, tell us your name, and who you are for a start. Start by making that
connection to the reader and making it personal.

Imagine you land on a sales letter with no introduction, no name, just a headline and sales
letter. I guarantee you'll be reading through and be wondering who you're listening to,
that's if you even read at all. The internet isn't a personal medium. People can't see your
facial expressions or hear the tone of your voice. In fact, as far as anyone is concerned, if
you don't introduce yourself, you're just a faceless nobody.

So here's the deal, you tell us who you are at the start of your sales letter, and we'll start
listening to you as if you were a person. The easiest way to do this, is a quick and easy
header. 'From the desk of YourNameHere'. And what are you in relation to the product?
Just the owner of the site? Designer of the software? Pioneer of this brand new fish
catching system? Tell us who you are. If you're an authoritative figure, we're more likely
to listen to you.

Here comes the fun part, and where most sales letters I see in my day to day browsing
and exploring of the e-mails go wrong. The introduction. How to start? Well, I hope

you're up for a writing a bit of a story here, because this is how I love to start the sales
letters that I write.

Now don't get me wrong or run a mile just yet, it's not quite as complicated as writing a
make believe story. All we're going to do here is come up with a few short sentences
about how first off you discovered a problem, and came up with the solution, and now
you have the solution you're able to earn more cash, get more leads, catch more fish etc.

It doesn't need to be long, and it doesn't need to be complicated or awe inspiring.

All you're doing here is describing the problem that you discovered and saying that you
solved it with your product and to what extent. There's no reason to blab on for pages and
pages if you don't want to, but this is your chance to show off your expertise, introduce
your product, and lead nicely into the features and benefits section, stopping your sales
letter from just becoming a big boring list.

So what exactly do you write?

Well, I'll be honest with you, there's so many different ways people go about this. Your
main aim is make things bigger and better. Make the problem bigger, make the solution
better, make the gains bigger and avoidances more important.

What I'm sure you'll find is once you're writing, like with most things, once you start,
you'll flow more easily, and you won't have a problem. So what I'll give you now is a
place to start, a middle, and an end. The gaps in between you can fill with information
that you believe is relevant to your product.


● Sales letter writing is something that can be pretty scary if you've never done it before,
considering the weight of it's importance. Bad sales letter means no one will buy your
stuff, simple as that.

● I’m going to show you that without being a master-class writer or having ever taken
any special writing courses, you can pull together a sales letter with a solid response rate
using a simple but effective, non complicated formula.

● We're going to me concentrating now on long copy. That's a single product per site,
which is totally focused and has one intention, and one intention only. To get people to
buy your products.

● It's important firstly to understand that we're focusing on single product long copy for
now, because without a budget, or if you're just getting started, it's far easier and less
costly as far as your advertising goes to find people specifically interested in the market
you're catering for, instead of having to bring in a bunch of un-targeted people from

different places, and just hope that they'll be interested in one of your products, and hope
that they'll even find it amongst the others.

● This type of focus and organization allows us to carry out smaller targeted campaigns,
and differs from the multi product sites, like online superstores in that they have a shed-
load more to spend on advertising than even the most efficient and profitable of us, not to
mention a lot of the products us marketers come out with are generally a little more off
the wall, and original with new twists and delivery methods.

● Ok so here’s what we'll do. If you've ever been writing a sales letter and got stuck, or
worried about your response rates, or your methods, or even never written a sales letter
before, we're going to give you a quick and easy top to bottom formula to follow, and add
on some rules to finish off. You don't have to be the best writer in the world, have the
greatest imagination in the world, or have a masters degree anything like that. If you can
write and read English, you can write effective and profitable sales letters, so lets get

● Your attractive headline should be the starting point. The larger than life bold text at
the top of the page used to grab the reader’s attention immediately and pull them into
reading further, and secondly give them a short sharp taste of what you're offering.

● When writing headlines, it's important to spend a little time thinking about your
wording. It needs to be punchy and to the point to pull the reader out of the trance of their
daily grind.

● How to headlines, and discover headlines are popular because they work. It's about
expressing the solutions your product has to give the reader directly or indirectly.
● Lets look at some examples of this from a marketing perspective. Discover how to
make seven dollars for every dollar you spend online. Find out how to increase the size of
your list ten fold in just a month.

● Whenever you're creating your headline, remember the main aim of your product, the
problem it produces the a solution for, the advantages it will give them, and tell them
about it.

● Your second option for your headline is the indirect story approach. Instead of telling
them what they will gain, give them a taste of something you know how to do and can
show them how to do. Find out how I increased my sales tenfold in just three months
with one simple technique. Watch as I create a sales system that earns me ten times my
investment every month, without fail.

● Notice that both the direct and indirect examples above are very specific. Within three
months, seven dollars for every dollar you spend on your marketing, increase your list
size five fold every month, and so on.

● This is done for a few reasons. One is to give greater focus on your product, and allows
the reader to visualize and specifically imagine themselves within a particular situation,
spurring them to read on, to find out how to put themselves in the situation that they want
to be in.

● Secondly, it gives your product a sense of individuality, makes you stand out from the
crowd and inspires confidence. How many of those headlines have you seen that tell you
something like 'Let me show you how to make money online'. ignoring the fact that this
is very cliché, try to visualize making money online. What do you come up with? Now
try to visualize making seven dollars for every dollar that you spend. See the difference,
and how much easier to is to imagine the specifics?

● Find out how I catch five or more specimen fish every single time I hit the water, no
matter what the venue. Discover the technique that turned an amateur golfer into a
competing professional in just three months. Learn how to use the software that saves me
ten thousand dollars in legal fees every time I buy a new house.

● One thing to remember when looking at headlines is testing. Don't think because you
have a headline that's doing ok that you can’t change it, and test those changes, because
often, small changes will make a big difference, here more than anywhere in your sales

● Also keep in mind your headline is not set in stone, and you can change it whenever
you feel it's necessary. Think like this, follow the above guidelines, and you'll be writing
enticing and profitable headlines without that old 'Uh.. I don't know what to write' feeling
coming over you. That's the first step sorted.

● Next comes your sub-headline. This is simply a couple of lines under your headline
that are placed to re-enforce you headline. It gives you a small amount of space to expand
on your headline claims, and almost comforts the reader into sitting back, and continuing
to read. It's a 'Take your hands off that mouse' line.

● Now personally, I'll be honest. The whole 'don't go anywhere because this could be the
most important letter you'll ever read' doesn't excite me anymore, and doesn't often hold
my attention. It's rather overused to say the least, and has a very 'talking at you' feel. I
prefer something a little softer. Sit back in your fave chair, and relax while I show you
why what I'm about to show you will change the way you look at online marketing

● Of course there’s other ways to do this too. How about; 'Prise your fingers off your
mouse, sit back, and take a well deserved time out while I show you something that I
guarantee will change the way you look at affiliate marketing, forever. As harsh or as laid
back as you'd like it to be, don't forget the reason it's there; as a feed in from your
headline into your main letter. It's a 'Settle In/Snap Out Of Your Trance and Pay
Attention Line'. If it meets those criteria, you're set.

● Next comes your introduction. Who are you and why should I listen to what you have
to say? It creates the empathy and answers those questions immediately.

● So tell us your name, and who you are for a start. Make it personal. Imagine you land
on a sales letter with no introduction, no name, just a headline and sales letter. I guarantee
you'll be reading through and be wondering who you're listening to, that's if you even
read at all. The Internet isn't a personal medium. People can't see your facial expressions
or hear the tone of your voice. In fact, as far as anyone is concerned, if you don't
introduce yourself, you're just a faceless nobody. We need to fix that.

● So here’s the deal. You tell us who you are from the start, and we'll start listening to
you as if you were a real person. The easiest way to do this is a simple From section at
the start of your sales letter. 'From the desk of Your-Name-Here'. And why should we
listen to you? To answer this simply display yourself in relation to your product. Are you
the designer or the pioneer of your product? Are you the successful business owner that
your readers want to be? In these two short simple sentences, you become an
authoritative figure, and the readers are immediately more likely to listen to what you
have to say, and more importantly, filter down through the letter put their money in your

● Next up comes the best bit. The introduction containing a little bit of a story. Often this
story talks about the problems you or your customers had before using the product you're
selling, and then showing what happened after you started using the product or service.
Think of it as a before and after photo in words.

● There's many ways to go about this, your main aim however, is to take your headline
and sub-headline and begin to flow into the introduction of your product. What better
lead in than to really cement in your readers mind the problems your product solved or
advantages it's giving to you over the people who don't have it. Make the problems bigger
and more prevalent, and make the solutions clearer, the gains bigger, and avoidances
more important.

● Example: So here I was, sitting by the riverbank in 2001 catching a minimal amount of
carp. About half way through the day, this other angler comes along and sits opposite me,
sets up his gear and within five minutes he's in. Twenty seven pound Carp. Half an hour
later, before he's even finished setting up his other rods, he's in again, thirty two pound
carp, and this is how the day went on, he pulled out one after the other. I could only
imagine the amazing experiences he’d had. Are all his fishing expeditions like this?

● (Note here again, we’re playing on something a little different. In the previous example
we talked about the list owners not wanting the list itself, but the advantages it brings. In
that case it was money. In this case with the catching of all these fish, it’s the adventures
and experiences. A form of entertainment, which often is as powerful as the standard
gaining something you want, avoiding a potential problem, and removing things that you
don’t want themes of sales letters. Continuing;)

● I go on over and start talking as you do. What followed was probably the most
enlightening conversation about fishing I'd ever had, and it totally opened my mind. I
headed back to my swim, set up my gear all over again, and started pulling these huge
fish out of the lake, and to this day, no matter the venue, or the season, I'm catching more
fish than anybody else on the lake. You should see their faces! This one single
conversation was so powerful and changed the way I look at fishing forever, so naturally,
I told some friends about it. And here's what happened... (example End)

● (Again, in that example, we’re playing on entertainment and gaining something again.
Nobody wants to catch more fish really, they want the gains that come from catching
more fish. In the above case, the immensely proud feeling.)

● If you're stuck for ideas on exactly what to write after the examples given above, head
on over to some of the big marketers sites. Anyone you look up to, anyone you see as a
success and somewhere that you want to be, and you'll see that a large majority of them
use this method of storytelling to great effect.

● By this point, it's likely that your powerful headline, and sub-headline pulled the reader
into the letter, the introduction of yourself and your position made things more personal,
created some empathy between you and the reader and through your position showed that
if the reader wants what you have, they should listen to you as an authority on the

● Your story, or introduction makes it real. Specifics are the key here. I caught more fish
using this product won't do it. Give the reader something to grab on to, something that
shows them that what you're telling them is indeed a reality, and that they'll be able to
achieve what you have, and if the subject matter interests them, and they want what you
have, then that’s a good reason for them to read on.

● This method is also effective, because it keeps things interesting, personable and the
reader will start to imagine and picture themselves in your position in the story from an
early stage, which in turn makes them feel great and start to believe that this is possible
and in turn, now they know and believe this is possible continue reading to find out how
it's possible.

● Now we need to take things a step further, and introduce several other parties and even
more proof that what you have works. This is before we've even introduced the product
itself. So what did happen to the people you taught or to the people who's product you

● This is your chance really knock home how good your product is, make it even more
real for your reader, spark their imagination further, and add to the trust factor, proving
once and for all, what you have wasn't a one off, and it's entirely possible that the same
positive things could happen to them.

● Testimonials come to mind of course. A couple of short stories, or thank you messages
from real people to prove your worth and that your product wasn't a one hit wonder.
These are relatively easy to get. Just give your friends or family your product, ask them to
test it, and display the results, or even request some from your current customers. We'll
talk more about this later.

● Second, you have the choice of using more proof from your personal experiences, such
as photo's, before and after, bank statements proving earnings is a pretty hot one

● Both of these methods go towards answering a big question in the customers mind. Can
I trust this person and what they're saying? Once you've shown enough proof, and have
created enough empathy with the reader, and you're over this hurdle, it's time to introduce
your product.

● The meaty part of your sales letter, and the main body if you will, your product. The
text that talks directly about the individual aspects of your product and how it's going to
assist the people that buy it.

● The best way to do this is though bullet points. Quick easy points that don't blab and
nicely break up the page and stop it from looking like a bundle of long tedious text.

● Something that I want you to remember, that should always form the basis of your
sales letter and ad copywriting, is that listing the features is never enough. The reason for
this is because it's boring, and it's breaking one of the rules of sale letter writing we talked
about earlier; assumption. Just because it's totally obvious to you what something does,
with so many different types of people on the Internet from all around the world, it's
possible that it may not be so obvious to them. Remember, benefits sell, features don't.

● Make sure that each bullet point explaining a feature of your product has a benefit
attached to it. There's two ways to do this. Method one is simply to list your features, and
explain the benefits underneath. Method two is to mix your features in with your benefits.

● Personally, I prefer method number one over method two, because it really allows the
reader to see what you’re getting at from the outset, and in turn lets them skip over it if
they’re not interested or are looking for something else in your product.

● Some examples: 'This product includes the ultimate fishing handbook'. Feature.
'Guaranteed to increase your catches five fold in the first week.' Benefit. 'Featuring the
top 500 places to fish in the country, including the exact locations of record catches'.
Feature. 'Taking you by the hand and increasing your chances hundreds of times of
getting you into the record books alongside the all time greats'. Benefit.

● It's real important to know how this works, because a plain list of features may sell to
people who already know what your product is about and what it does, but if you start to

attract people that haven't bought this type of product before, you're losing sales simply
because features mean nothing unless they benefit the buyer.

● That's all for this section. What we've talked about so far will allow you to go away and
begin to write your sales letters from the ground up, from the effective attention grabbing
headline, to the settling in hands off that mouse sub-headline, to empathy with
testimonials proof, and introductions, leading in to presenting your products benefits in
an efficient, organized, clean and interesting manner, getting the most possible number of
customers to actually read through what you have to say in a state of trusting and

● If you thought you had to be a master of ad copy and persuasion to sell your products,
think again. As we've already shown this doesn't have to be as complex as people make
out, and if you're capable of reading this lesson, you're capable of writing profitable sales
letters again and again.

Psychological Copywriting Subtlety #1: The More They Read, The More
They Need. But They Gotta Read FIRST!

I have a confession to make.

When I write copy, I don’t really hope that my readers read my copy. I literally hold a
gun to their heads and say “READ”!

I call it “gun-to-the-head-copywriting”. Most top notch copywriters are all practitioners
of this art.

While I cannot indulge in a criminal act as this, I can certainly create a similar effect by
harnessing the power of a compelling message.

Just what is a compelling message?

It’s a message that COMPELS attention; makes people sit up and pay attention even
when they don't really want to. It cuts through all the noise and clutter and grabs them by
the throat like a trained assassin.

The only way you can do that, is through the headline, and the first sentence.

I think this beautiful quote by George Gribbin encapsulates exactly what I mean.

"Will the headline make you want to read the first sentence? And will the first sentence
of copy make you want to read the second sentence? It ought to be the very last word
when the reader wants to drop off."

Here are the 2 main things you need to bear in mind:

#1: It's hard to get anybody's attention
#2: It's hard to keep their attention

Therefore, you need 3 vital elements in your copy, to maximize readership. To quote Ted
Nicholas, “Copy can never be too long, only too boring!”

Element #1: Curiosity
Element #2: Controversy
Element #3: Dramatic Suspense

Did these 3 elements light up a bulb in your head?

Did you ever wonder: “Why do people get “hooked” to watching dramas? Why do people
love the tabloids?”

How can you harness the very same power and apply it to your copywriting

Psychological Copywriting Subtlety #2: Always Sell the Benefits

Have you heard the expression, “Sell the Sizzle, Not the Steak”? This is what it means to
sell benefits.

Product features are important, but in terms of the sales pitch, they are incredibly boring.
Features do not overcome objections. Imagine if someone told you that a new vacuum
cleaner you were looking at had a special kind of retractable power cord. You might think
“That’s nice, but so what?”

Now imagine, instead, if you were told that the vacuum cleaner was “super easy to roll
from room to room without switching power outlets because the special retractable cord
pulls out when you need it, and manages slack no matter how near or far you are from the
outlet”? Now, that is a benefit.

Notice something else about this benefit: it creates an image (and a need!) in the
prospect’s mind. Whenever you sit down to make the list of your products benefits, try to
visualize situations where the product will be used. Turn the product from an abstract,
intangible item into a tangible, product in action. You’ve got to get your prospects
imagining for themselves how the product will feel, smell, taste, look and sound. Get
them to picture ownership!

Don’t limit yourself to what you think the benefits are – put yourself in the customer’s
shoes and imagine how the product will benefit them in their own eyes. Answer the
“what’s in it for me?” questions.

How many benefits can you generate? If you put out a concerted effort, you can generate
a list of several dozen. Come up with as many as you can. Key types of benefits to look at
include anything which enhances the prospect’s quality of life and satisfies their desires
and not just their needs.


   •   Enhanced self-esteem
   •   Attractiveness to opposite sex
   •   Save time and money
   •   Create excitement, adventure or entertainment
   •   Raise social or financial status
   •   Improve mood and health

Each of the above is a “quality of life issue”.

If you’d like to get psychologically savvy on this process, and know exactly which of
your prospect’s buttons to push, then familiarize yourself with Maslow’s Hierarchy of

                          Maslow’s Hierarchy Of Needs






The Maslow Hierarchy describes a theoretical model of why people think, feel and
behave the way they do. Core needs like food, air and water are at the very bottom. Once
the survival needs are met, the more ambiguous “needs” take over. This is the point
where true consumer desire kicks into action. All consumption is, in its own way, goal
directed towards the fulfillment of one of the rungs on this ladder.

Examine your product and find out which of these rungs it satisfies. You will find the
benefits lurking there.

“The faults of advertising are only those common to all
human institutions. If advertising speaks to a thousand in
order to influence one, so does the church. And if it
encourages people to live beyond their means, so does
matrimony. Good times, bad times, there will always be
advertising. In good times, people want to advertise; in bad
times they have to.”
- Bruce Barton

Psychological Copywriting Subtlety #3: Make Your First Impression
Quickly, and Make It Count

In face-to-face sales, you have 10 seconds to make a first impression. When you write
sales copy for the web, you have roughly the same amount of time. Essentially, you have
a 10 to 15 word headline at your disposal to achieve maximum first impression impact.

The headline is so important, it cannot be emphasized enough. A bad headline (and
subsequent bad first impression) will send the prospect clicking away in a matter of
seconds at worst, and remaining biased against the remainder of the rest of your sales
copy at least.

The ideal headline takes one step: it pulls out the most important product benefit and
sticks it right in the prospect’s face. Cute and clever headlines might get you an ‘A’ in
English class, but they will not get you the sale. You’ve got to work your primary benefit
into the headline to capture attention.

Let’s look at an example of how you might do this, and use the vacuum cleaner as a
product example.

What do you think the primary feature would be on a vacuum? That’s right, suction
power. The benefit in this case: The increased ability to remove dirt and truly deep clean
the carpet. Is deep cleaning the only benefit, though? Is it the primary benefit? No. We
are looking for the value of deep cleaning here, and also looking for a way to create a
desire for deep cleaning in the prospect’s mind.

Good Headline: “How much DIRT is really hiding out in your carpets? Do you know?
What if you could SUPER SUCTION out all of it, leaving your carpet so deep cleaned
you could eat off of it??”

Notice the power points in this headline: emphasis on key words and creation of a visual
image of slurping out so much dirt that the customer could dine on their own carpet. This
benefit speaks directly to the customer’s sense of pride in their living environment. We
could also speak to their health concerns, like so:

Another Good Headline: “How much DIRT is really hiding in your carpet? Do you
know? Your body knows! What if you could SUPER SUCTION out all of it, including
the dander, pollens and pet hair that get ground into the fibers – AND clear the air in your
home so well you could bottle it and sell it?!”

Each of these headline are powerful and effective. They grab attention and create
immediate images of product use and ownership. Your prospect will then go on to read
the rest of your sales copy with this great first impression in mind the entire time. It’s up
to you to keep the momentum going and close the sale. You’ve got them hooked!

Psychological Copywriting Subtlety #4: Back Up Your Claims

Did you ever wonder why so many marketers place images of their Clickbank sales
statistics on their sales pages? They are, quite simply, attempting to back up their claims
with visible proof.

You need to provide verifiable and honest proof for the core claims you make in your
copy. This is an issue of credibility and trust. It is also matter of proving you are qualified
to offer whatever you’re offering.

What types of proof qualify as verifiable and honest? Well, it depends on what you’re

If you are in a health related niche, for example, you can offer reprints of articles from
established medical journals, get your web site accredited by the Health On the Net
Foundation, or even have an M.D. peer review and recommend your material. In other
words, if you aren’t the expert, seek out an expert’s stamp of approval!

Another way to back up your claims is to provide samples. If you’re selling an e-book,
consider offering a free download of the first one to two chapters of the book.

You can usually find a source of proof for any claim if it’s an honest claim. Don’t be
afraid to add graphics, charts, demo software or any other piece of testable information in
your copy (or linked within it) to your prospects.

Also, keep in mind that your options for demonstration are somewhat limited in a way
they wouldn’t normally be offline. You have no face-to-face contact with the customer
and can’t demo the product in front of them, or place a hardbound e-book in their hands
to review. This is a good reason to add an image of yourself, an audio introduction and
also some clear contact information on your site as well. Do whatever you can to make
the claim verification process interactive and quick.

“Let’s get right down to the heart of the matter. The power,
the force, the overwhelming urge to own that makes
advertising work, comes from the market itself, and not
from the copy. Copy cannot create desire for a product. It
can only take the hopes, dreams, fears and desires that
already exist in the hearts of millions of people, and focus
those already existing desires on to a particular product.
This is the copywriter’s task: Not to create this mass desire
– but to channel and direct it.”
- Eugene Schwartz

Psychological Copywriting Subtlety #5: Add Emphasis and Vary Your

You already know it’s important to vary the tone, rhythm and emphasis in your voice
when speaking. You should also vary these same elements in your copy.

How do you accomplish this with the written word?


Your tone is your focus. Are you writing from a place of serious concern? A business-like
focus on the facts? A bit of whimsical humor?

You vary your tone by varying your focus – in other words, the type of focus you
transmit to the prospect. Examine how you are speaking to him, and change things up
when necessary.


The way to convey rhythm in the written word is by mixing up the length of your
sentences and paragraphs.

Just like this.

Use longer paragraphs when you are relating stories to the prospect. Use bulleted lists to
break up the copy rhythm and present features and benefits in a highlighted setting.


Variations in emphasis are probably the most recognizable to you from your past
exposure to direct marketing style web sites. We used emphasis in secret #2 with this
sentence: “How much DIRT is really hiding out in your carpets?”

Types of emphasis:

    •   Bold
    •   ALL CAPS
    •   Italics
    •   Underline
    •   Strikethrough
    •   Color

Use emphasis on trigger words, benefits and any other elements of copy which require
the prospect’s attention. Keep in mind that you don’t’ want to use emphasis haphazardly.
If there is no obvious reason to add emphasis to an element, then don’t do it. Even some

of the most powerful phrases in your copy will not require emphasis. Focus only on the
element that key triggers – short words and phrases which aim for the prospect’s
psychological jugular.

“Advertising is, actually, a simple phenomenon in terms of
economics. It is merely a substitute for a personal sales
force - an extension, if you will, of the merchant who cries
aloud his wares.”
- Rosser Reeves

Psychological Copywriting Subtlety #6: Follow the Law of Averages

The Law of Averages is what’s known as a “Wheelerpoint” – maxim formulated by
famed salesman Elmer Wheeler, who studied the impact of language on conversion
response in the early part of the 20th century. Wheelerspoints have been ‘lost’ for quite
some time, and if you’d like to lay your hands on them, you can get a copy of “Tested
Sentences That Sell” by Clicking HERE.

Quite simply, the Law of Averages states: “you can never foretell how any one person
will react to a given selling sentence, but you can say with scientific accuracy what the
average will do.”

This is powerful information and very useful if you’ve ever struggled with writing copy
to appeal to the broadest possible market. What sells one person will usually sell others.
Our common humanity assures us that we all react to the same benefits when taken as a
whole, so you need not worry about that subset of customers who do not care for the
primary benefits of your product. They are a unique case and disqualify themselves as
target prospects.

Wheeler suggests formulating these ‘law of averages benefits” into power packed, short

Here are a few examples:

“Hair so healthy it shines!”
“It makes your bank balance sing!”
“Get more bang for your buck”
“Love is only a click away”

BONUS Copywriting Subtlety: The X, Y, Z Formula

Here we return to Maslow’s Hierarchy and a second “Wheelerpoint”. The X, Y, Z
Formula describes the three basic buying motives you must target before all others. They

   1. The motive of self-preservation
   2. The motive of romance
   3. The motive of money

These are out basic instincts, and the first things we gravitate towards as consumers. They
must be satisfied first. The power of this formula is that it allows you to keep your copy
simple. You don’t need to complicate things with out-of-the-ordinary benefits. Stick to
the basic human drives, and your copy will write itself.

 “Writing copy is like playing the stockmarket, or being an
atomic physicist. All three deal with immense natural forces
– gargantuan forces thousands of times more powerful
than the people who use them. In science, they are the
fundamental energies of the universe. In speculation, they
are the billion-dollar tides and currents of the marketplace.
In copywriting, they are the HOPES and FEARS and
DESIRES of millions upon millions of men and women, all
over the world.”
- Eugene Schwartz

Psychological Copywriting Subtlety #7: Writing to Fear and Desire

Both fear and desire are great motivators. We see these emotions played upon each day in
advertising – whether it is the latest food or drug commercial telling us to get more
calcium to avoid osteoporosis, or the latest shampoo commercial teasing us with sexual
innuendo, fear and desire sell.

What are some common desires? Sex, love, money, power, fame, status, security, health
and freedom. Our common fears include: disease/death, scarcity, abandonment,
engulfment, loss, poverty and limitation.

If you subscribe to any internet marketing newsletters, you’ve not doubt seen the scarcity
tactic in play: “You can get this money making solution at 50% off the regular price, but
you’d better hurry – the price will go up soon and, I might even decide to stop offering
this information because it is simply too powerful.”

You’ve also seen appeals to desire in action: “How would you like to live in a huge house
like this one?” – the sales page presents you with a picture of a mansion and a smiling
marketer standing in front of it next to his BMW – “My business paid for all of this, and
I’m here to tell you that you can make this kind of money on the internet just like I did.
I’m here to show you how. “

How obvious you are in your appeals is up to you. It depends on the rest of your copy.
There are times where it pays to be blatantly obvious and use statements like this: “Do
you want more money?”. Other times you might want to cloak your appeal in subtlety
and keep the trigger under the radar from the prospect. Get them feeling a bit unnerved
without knowing why so that they will act on instinct.

“When executing advertising, it’s best to think of yourself as
an uninvited guest in the living room of a prospect who has
the magical power to make you disappear instantly.”
- John O’Toole

Psychological Copywriting Subtlety #8: The A-B Rule for Formulating

The A-B rule works like this: A is the benefit, B is the proof. When you make a claim to
a benefit, never leave it hanging there. Back the claim up with a supporting statement.
This is similar to secret #3, except our emphasis here is on timing. You’ll no doubt have
dozens of claims in your sales copy, but your most formidable claims need to be backed
up in short order, not further down the page.

In other words, when you say, “This system generated $2,250 for in 2 weeks”, you need
to offer something the prospect can see right away. This can be a payment statement, for
example or a more in depth story of how each step of the system brought you this

The point here is to be very vigilant when you make your core claims in your sales copy.
Always follow up with supporting evidence, and stick to the A-B rule in formulating your

“This pill helped me lose 10 pounds, and here is the proof”
“This package is amazing and includes over 100 bonuses – click here now to view them
yourself”, and so on.

A=Benefit. B=Proof. Keep it simple!

“There are certain prime human emotions with which the

thoughts of all of us are occupied a goodly part of the time.
Tune in on them, and you have your reader’s attention. Tie
it up to the thing you have to offer and you are sure of his
- Robert Collier

Psychological Copywriting Subtlety #9: The Question Mark Approach

Are you ever at a loss for words? Maybe you aren’t sure what to say next in your copy?
It’s time to use the question mark approach!

Make no mistake about it – this approach isn’t just an easy “out”. It is also a very
powerful tactic to use in gaining the trust and attention of the prospect. Questions give
your copy a share of ‘interactivity’. Questions are welcoming. You can even use
questions to pique your prospect’s ego by briefly acting as if you are not the expert, he is!

Let’s take a look at the ‘question mark approach’ in action:

“What are your financial goals for 2005? Could you benefit from my system? I bet that
you could. When I first developed this system I really didn’t know what I was doing. I just
took everything I’d learned on a hope and a prayer and tied it into something which
wound up working – and blowing my mind. I know you’ve got experience under your belt
already if you’re visiting this page, so just imagine what you could do. You could take
this system and work it a lot more quickly and effectively than I did, couldn’t you?”

Notice what just happened here. You’re appealing to the prospect’s desire for money.
You have something they want. You are the ‘expert’ holding the golden key just out of
reach until: “wait a minute! Did he just say he cobbled all this together in desperation?
Gosh, I could do better than that. The system’s already complete and I’ve got more
resources available than he did..hmmm.”

Now you’ve got the prospect’s wheels turning. His confidence has automatically risen
and he is already imagining the benefits of ownership! Use the question mark approach
when you want to slip in some very clever strokes while appearing totally innocent of the
hard sales push!

“You can’t expect them to read your story unless it’s more
important than whatever it is they are doing or thinking
about at the moment.”
- Maxwell Sackheim

Psychological Copywriting Subtlety #10: Closing the Sale

There is a saying: “Even the prettiest dotted lines won’t sign themselves.” You know
what this means! You must ask for the sale! However, there is a multitude of ways to do
this other than “click here to buy now”.

Perhaps you’re afraid of asking outright for a sale. You don’t want to mention any of the
key words simply because they sound so “pitchy”. This is a wise observation because,
oftentimes, if a prospect is still skittish, it is much better to ask them for something else.
This “something else” is still the sale, but couched in terms which are soothing and give
the prospect his power back:

Ask For:

   •   His approval.
   •   His ‘O.K.”
   •   His Initials
   •   His Autograph
   •   His Agreement
   •   His Wealthy Future

See the difference? Here is a more specific, niche-related example. Let’s say that you are
selling a weight loss e-book. Instead of asking for the sale outright, ask the prospect to,
“Make the commitment to yourself today to look great and feel fantastic!” Or, if you’re
selling, say, web site templates, you could approach the sale like this: “Don’t lose visitors
to bad web design any longer! Grab these slick templates and make your web site a
magnet for repeat visitors.”

This approach is not only less threatening; it also creates better sounding copy. Any of
the above statements motivates your prospect volumes more than “Buy Now”.

We left off after having created an attractive headline, a settle in or sub headline, a good
solid introduction, as well as concreting your expertise in the readers minds and pushing
home the main benefits of your product in an effective and interesting way. Without
further ado, lets continue creating your well oiled and structured sales letter.

The next step in this process is to further enhance the confidence your readers have in
your product. I won't re-visit this again, as we already talked about testimonials, and
proof that your product works in the previous section. Make it extra juicy, and place it
right after your bullet pointed product benefits to suck the readers in a little more, starting
the climb to the climax of your sales letter.

Bonuses Done Correctly.

Next up comes the placement of any bonuses you may have, and have decided to give
away with a membership to your site, or the sale of your product. When looking at what
bonuses to offer, be as imaginative as you are when you create your products. It doesn't
have to be an e-book or special report worth a particular amount of cash, it can be
anything, even your time. Maybe a free one hour consultation or something to that effect.
Either way, the number one reason for adding bonuses to the end of your sales letter is
simply to add value to your product.

A couple of rules to remember when writing your bonuses section. Firstly, add the price
or the value, as this further gives the impression that people are getting something that's
actually worth some cash, rather than a random free piece of advertising or manual that
they can get for free anyway.

The second rule here is to not go over the top. Remember, even though your bonuses are
related to your product in some way, you don't need to write a whole extra sales letter to
sell the bonuses, because lets be honest, they're getting them either way, and you don't
want to waste time or distract by going over the top with detail. A few short, quick and
punchy bullets about each of your bonuses will do it. Go further, and you might find this
section dilutes the initial aims of your sales letter, and that's of course to sell your product
or service.

Third, and finally, don't give away too much. You're trying to push people over the edge
here to buy your product, and if you give away too much and give the impression that
what you're offering is too good to be true, this actually devalues the product, and shifts
the focus of the bonuses being more valuable than the product itself. This leads to more
doubts in your readers minds, which is not good considering that's what we're trying to
squash. Keep in mind a bonus is a bonus and not your main product and you'll be fine.

Guarantees To Seal The Deal.

Next comes your guarantees. An integral part of any sales process is gaining the trust of

your readers, and eliminating risk for them. The easiest two ways to do this are with the
testimonials and proof we talked about earlier, and through guarantees.

Most importantly here, you don't want to guarantee something that you can't keep, so if
you're in marketing or selling an info product, never guarantee your results no matter how
confident you are in what you're doing, because some people just won't listen to what
you're saying, go about things half heartedly, and then shout at you because you
guaranteed them something that they didn't achieve, through no fault of your own. Aside
from the moral and ethical problems with this, I believe it's also illegal and could get you
and your business into trouble.

There’s actually a huge amount of guarantees that you can honor in a number of different
ways depending on your product or service. It's safe to say though, that most widely used
and effective are those that entail money back if something goes wrong. Standard service
really, to offer a refund if things don't work out, although with intangible products this is
a little more difficult. With info products for example, there's always going to be the odd
time waster that tries to get your product for free and ask for a refund.

One option to avoid this is to only offer a refund on those that have taken your teachings,
put them to work, and can come to you and show you that it doesn't work. Not only does
this inspire a shed load of confidence in your product, again adding value and eliminating
reservations in your customers minds, but it ensures you won't get any cowboys trying to
take you for a ride and get your star five hundred dollar product for free. The only catch
is you have to be super confident in what you're offering at the same time.

It's definitely something that you should take some time out to ponder over if you haven't
got a plan for this right away. When you're working on this, try to be specific too. A one
hundred percent satisfaction guarantee doesn't hold much water nowadays if it's not tied
in with something like a refund or returns policy to target a eliminate the risk, because
lets face it, to take out your wallet and hand a load of cash over after reading a written
page by someone you don't know takes a mighty large amount of trust.

Instant Gratification.

Ok so here we are, piling on the reasons for the reader to buy your product, and
squashing theirs fears and reservations at an ever increasing rate. The next thing you want
to do is assure them instant delivery of something. Even if your product is due to be
mailed out the next day, give them something that they can access right away.

The reason for this is just because instant gratitude is a big part of the fast paced world of
the Internet. It's fast, quick and easy, allowing for impulse buys at the click of a few
buttons. People want stuff quickly, and to not waste time. It's not a big thing, just
remember to tell them that their copy of the product is waiting for them on the next page,
or within two minutes they'll have the knowledge to beat their fishing buddies ten times
over, every trip they make. Small, but mighty important. Instant gratification.

Closing The Sale

Next up, we have something that's as important as any part of the sales process, and that
is closing the sale. Asking for the cash. All too often, both in the real world, and online, if
you've ever trained a sales team or been on sales team that’s being trained, the number
one thing that'll be drilled into your head is closing the sale and asking for the cash. It's
something that people just starting out don't like to do, or do in an indirect roundabout
way trying to avoid this, and the fact is, the sales process can only do so much. If you
don't request a signup or ask the customer to buy, it's all been for nothing.

Something else you should remember to do here is offer alternatives to the standard
pricing. Just remember to try and give a little something extra to capture those people
who can't afford your five hundred dollars straight up, or want to take a years
subscription at a discounted rate for your membership site giving you a big wad of cash
up front.

A great way to limit the damage done by asking for the cash is to make it seem less
damage than it actually is, or compare the price to something people can relate to in every
day use, or enhance the gains of the product compared to it’s cost. The norm seems to be
comparing to a cup coffee for a day, or lunch sandwiches for a week or something similar
to that. So ask for the cash, and diminish it's importance a little by relating to inexpensive
every day objects.

When you're doing this though, don't make the fatal mistake of telling the reader that
your super sales system only costs as much as a cup of coffee at lunch every day for a
week, but remember to compare it to the advantages the customer will enjoy with your
product. It's highly unlikely that your readers and potential customers are going to give
you their cash if what they're getting in return isn't at the front of their minds. It's just
another way of adding value and giving the readers the impression that your three
hundred dollar price tag isn't actually as much as it sounds when compared to the benefits
they're receiving.

Something else you may be tempted to try is hiding your price, and actually only listing it
after clicking the order now link. Something that in effect will stop the reader from
scrolling right down before you've sold them on all the benefits of your product and
deciding it costs too much. Now, personally I don't like this one because as far as I'm
concerned, if someone is really that interested to see how much this is going to set them
back before they're done reading the sales letter, the sales letter isn't catchy enough and
isn't doing it's job.

In my experience, this really doesn't make a big difference, if at all, so if you're following
this section and writing your sales letter from it, leave it out for now, but bear in mind it's
something you're free to track and test for yourself at a later date if you want to see the
results for yourself.


Next up, comes the PS's. I don't agree with the claims that they're the most read part of
the sales letter, but I do agree that they work. They are there for one reason only, and
that's to re-enforce the benefits and guarantees of your product, designed in such a way
that they put the most powerful benefit, and the most powerful doubt crusher together,
packaged nicely with a second order link in an attempt to push those few extra readers
over the edge, and persuade them to click on your order link.

Easy as that. Follow the above guide, take into account the rules, track everything. That's
it, you're done. If you thought writing effective sales letters was hard, time consuming or
you simply weren't able to do it properly, I hope to have proved you wrong with that last

You now know how to write attractive and catchy headlines and re-enforce correctly with
sub-headlines, or the settle in line as I like to call it. Write a quick and easy connection
making introduction, that's both interesting and informative for your readers, leading into
the main chunk of your sales letter, defining your product and selling it's benefits. Adding
value and crushing doubts in your readers minds being the final steps to that all important
order link, plus a little something extra in the form of PS's to convert some extra sales.

See, it's not hard, or complicated in any way. I understand how writers block hits people
sometimes, and it happens to the best of us, when we sit and stare at the screen with a
blank look, not knowing how to start or continue. That'll still happen alright, but now you
won't be one of the ones out there that don't know what works and how to go about it.

You won't write something now and wonder if it's totally wrong, or if anyone is going to
read it, or wonder for hours on end how to structure each section. We're not done yet
though, now you have the format and structure of the sales letter, there's a couple of rule
sets that I'd like to go through with you. Things to keep in mind whilst writing your sales
letters that will keep you and readers flowing, and to the point, and most important, get a
wad load more of them to hand their cash over.

Rule 1 – No Distractions.

Rule Number One: Don't distract and confuse visitors. The biggest problem that seems to
pop up in peoples sales letters is they're confusing, or have the user click on a load of
stuff to see other stuff. Now recently, someone I used to know back when I started out in
online marketing went ahead and created this website. The product itself doesn't seem so
bad, but the sales letter hurts my brain, even when I go over there just to see what he's
doing with some spare time on my hands. Click here to see this, click here to see the
features of that, hover your mouse over the little orange bit to see the pay plan, and so on.
It just doesn't work. I understand if you have a multiple product site, that may be some
sort of membership that offers more than one service for example. If all the products and
services are related, great. Place them in bullets on the same page allowing the reader to
skip over if they're not interested. If the products are totally unrelated however, it might

be time to take a look at how you're selling them and consider splitting them up into
separate focused sales letters and sites. That's another issue entirely though.

For now, just remember to try and keep everything on the same page and don't divert the
readers off to five or six different areas to see the benefits of each part of your product.
It's plain confusing, and loses sales big time. This is probably the very first thing that I
learned about structuring multi-product sales letters, with my very first site that offered
ad tracking, autoresponders, conferences and a host of other stuff at the same time.
Linking off to separate features just confused the heck out of my visitors, and my sales
compared to targeted visitors went up more than three times after consolidating with
bullets in a focused way all on the same page. Not a bad deal for a little extra work.

Rule 2 – No Constraints.

Which brings me to rule number Two: Don't be constrained by length. As I mentioned in
the previous sales letter section, some of the best sales letters I've ever read that have just
totally sucked me in using the same format as we've been talking about throughout this
guide. Some have taken me over an hour to read, and turned out to be big selling products
with great visitor to sales ratios.

So here's the thing. Don't fall into the checklist trap. A small list of features planted on a
page is no match for the structure we talked about above. Now back when I first started, I
wrote this big long sales letter, a little after the previous example of amalgamating all the
features into one, and needless to say it was a tad large. I wasn't really all that confident
about keeping things as they were as the people that I was selling to were busy people.
People who don't want to hang around for ages reading long reams of text. Or so I
thought anyway.

So I went away and created this list type sales letter that I thought would do so much
better, and ran a split run test with the very long and very short versions. A week and a
half and twenty five new signups later from the long sales letter, and still staring at a
blank from the shortened version, I had to actually check of everything was working
correctly because the short version was performing so badly. Testing time was over.

I never went back. Thinking that short sales letters would outperform my long ones was
probably the most profitable test that I've carried out with regards to sales letters. Without
the testing though, based on the untested and incorrect assumptions at the time, it
probably would have been the most expensive. Thankfully that thought was squished at
an early stage.

Rule 3 - Four Elements Of A Successful Sales Letter.

Rule Number Three: Your sales letter should only ever be doing one of four things.
Enforcing your expertise, enticing with benefits, crushing fears and doubts about your

product, or asking for money. When you're done writing, take a read through your sales
letter and see if you can spot the points at which you may have deviated from your
original objective, and wipe them out. Contrary to some very strange examples I’ve come
across in my time online, there is no reason for any other text to exist other than to
distract, confuse or get in the way.

We saw this example earlier, but it applies here too. See your sales letter as kind of a
bridge. The starting point on one side is the headline, and anyone who successfully gets
across the bridge to the other side has hit your order link and purchased your product. All
those little niggly bits that have no place, all those distractions, and problem areas are
giant dirty holes that customers that should have been yours, are falling through on the
way to your order link. All you're doing is plugging those gaps by removing the un
needed areas and distractions, and giving the best chance of a safe crossing, which of
course means money in your pocket.

So here's the deal. Keep focused, rip out all those irrelevant parts of your sales letter. If it
doesn’t enforce your expertise, entice with benefits, crush fears or ask for cash, it plainly
doesn't need to be there. Plug the gaps. Remove the dead wood. Stop losing customers
through the holes.

Rule 4 – No Assumptions.

Rule number Four: Never assume anything about your readers. There's so many
renditions of this, and I'm guilty of doing this too in draft versions of texts. It's only
natural if you've been around something for a long time that seems simple, obvious, or
the norm to you. Remember it's not necessarily the norm for others. Depending on the
market you're going after, there's going to be some degree of variation in the type of
visitor you get and their previous experience on the subject.

There’s so many variations of this, but let me give you a few examples. "Inverted
commas" is a good one that seems to be taking sales letters by storm recently. When
you're talking about something in a focused way, coming out with something contained
in inverted commas may mean something to you, but could well mean something
different to someone else, and is very easily misunderstood, along with sarcasm, irony
and slang.

Rule 5 - Spice Up Your Sales Letters.

Rule number Five: Spice it up a little. Your writing style doesn't have to be hard sell all
the way, but don't make it boring. Make it colorful, especially when you're talking about
your products benefits. Remember your product isn't good. It's not cool, or nice. It's
amazing, astounding, rock solid, laser targeted, and unbeatable. Get a little excited and
replace some of your descriptive words with something a little more spicy and

It may sound like hard sell, but not so when coupled with my favorite writing style,

which couldn't be easier for anyone to do, and that's just typing as you'd talk. It goes from
hard sell TV ad sounding, and changes instantly to have a personal, but excited and
confident feeling about it. There's nothing wrong with injecting your own personality
either if you want to, in fact this actually adds to your sales letter. Just remember to avoid
the pitfalls we talked about earlier whilst making your benefits sound a little more juicy
and attractive.

Rule 6 – Keep It Structured.

Rule Number 6: Don't lose your structure. We already talked about the four aims of your
sales letter, but if you take a closer look at what we’ve just been discussing there's a
particular structure about it. We started off with the headline, and the sub headline pulling
the readers into the letter, then we went on with an intro and some reinforcement, proof
and testimonials, then benefits of your product, guarantees, damage limitation making the
price seem less significant, and then the PS's.

Similarly to the customers coming over the bridge example we used earlier here, notice
how at each stage you're piling on the weight at an ever-increasing rate, culminating in
the climax and purchase of your product. The look of your product just gets better and
better, and faster and faster and faster, picking up the pace and piling on those benefits,
crushing those fears and doubts, and then taking your well deserved rewards in the form
of a sale.

Never lose that, and never get it upside down. I've seen some backwards sales letters that
pile it on for the first screen full, and by the time I'm half way down I’m bored out of my
skull because they've run out of stuff to say, and I’m leaving to do something more
interesting. It's the snowball effect of your sales letter, and it works like a charm.

Rule 7 - Track & Test Everything.

Rule Number 7, finally, but most importantly test and track everything. Every single
word you've just read has been tried and tested. Imagine what would have happened if I
decided not to test and track. I guarantee you this report wouldn't be here today, not least
because I'd have nothing to tell you, but also because I'd most likely be back selling stuff
for other people, or taking a course somewhere on how to get a good job making
someone else a bunch of cash.

There's all sorts of additions to sales letters that have been popping up for as long as I've
been online. The yes! I understand that I'm getting.. pages that supercede order links, the
click here if you've decided not to order in the PS area at the end of the sales letters, and a
whole bunch more innovative ways to increase sales and convert extra sales, but for now,
just remember not to try anything new unless you're tracking it, because you'll go broke
without knowing what’s destroying your sales, and you'll go broke not knowing that the
sentence you just deleted was responsible for 99% of your sales.

So there we have it. A complete guide and framework for creating successful sales letters

for a large number of different products. One other thing I'd like you to remember is no
matter how good your sales letter, if your traffic isn't quality, it won't sell. If your product
isn't selling, your sales letter may not be to blame, and no amount of changing it will do
any good.

Either way, you can be a lot more confident in your sales letters now. Even if you find
your sales letters are a carbon copy of what I've written above, you don't have to wonder
if you're going about this the right way or not. One thing that never ceases to amaze me is
the ability all of us as marketers have to turn a black and white page of text, into
something that through only the power of the words, can receive something that's near
and dear to people. Money. From someone that doesn't know us, and that's never met us,
and from a page that an hour earlier was blank. On a most basic level, that's very
powerful and why you should always feel real proud when you make a sale, no matter
how small.


● Welcome to section two of the sales letter creation section of the course, where we'll
continue to give you a tried a tested means of creating sales letters for your products from
the very same template we, and many top marketers use to create theirs and shift large
numbers of products without you having to do any extensive studying or be an expert

● We left off the last section having completed the introduction to your product, and
displaying them to the reader in a clean and effective way.

● The next step down the line is to further re-enforce the element of trust in the readers
mind. Remember, you're doing something very powerful here, selling to people through
words, people you've never met and probably never will meet in person. Lets inspire
further confidence to combat this problem.

● The first thing you need to do is as we already discussed and won't go into again in
detail is add more testimonials, more proof. We've already instilled trust relating to
yourself, prior to introducing the product, now we need to tie in and have your product
associated with positive results.

● Once you've done this, the next step is to add value. You've already got your product
benefits listed, which is going to provide the base reason for your price, lets take this a
step further now to show people they're actually getting more for their money than they
first bargained for.

● Bonuses, it's simple, it's straight forward, it's well used and it's been proven to work.
The important parts here are two-fold. First, make sure your bonuses are imaginative and
are there for a reason and actually relate to your product.

● Your bonuses don't have to consist of e-books, in fact it's even better if they don't.
Come up with something special, something that no one else is giving away. How about a
series of special additional reports written by you relating to, but not a part of the original
product. How about a short free of charge, no strings attached one on one consultation?

● There are two rules that you need to keep in mind when adding bonuses. As simple as
it may seem, many violate these rules and end up devaluing their product totally, which is
the opposite of what we're wanting to achieve.

● Rule one, be specific. Again, how much is your bonus worth? Give it a monetary value
to demonstrate that the customer is actually getting something that’s usually charged for
and is worth real money. Simply giving away a free e-book with no indication of value
doesn't cut it.

● Rule number two is don't go over the top. All your bonuses should be related to your
product in some way, and you don't need to write a whole extra sales letter for your
bonuses. You definitely don't want to create any distractions from the main focus of your
sales. A few short, punchy bullets outlining the value, the cost if they were to buy
separately and some of the benefits they will gain is enough to do the job.

● Third and finally, don't give away too much. You're trying to push people over the edge
to buy your main product. Giving away too much and inducing the too good to be true
effect in readers minds, unfortunately like false and exaggerated claims will put people
off and undo all that trust you worked so hard to build up in previous sections.

● Ok, lets continue to pile on the trust by eliminating risk. Lets face it, people don't like
spending money unless they have to, and a good way to get them to spend any in the first
place is to remove risk from them. I.E. if anything goes wrong, or the sales letter doesn't
do exactly what's claimed, their money will be safely returned.

● Guarantees, a big confidence builder adding to previous sections, you're really building
up the ammunition now, and the weight of the readers reasons to buy your product is
getting stronger and stronger. Through each sentence so far you've piled on the reasons to
buy. Guarantees are an integral part of that.

● There's a massive number of guarantees out there to be had that you can offer, and it
varies from product to product of course. It's safe to say though, the most widely used
and effective are those that entail money back if your product doesn't do what’s been
advertised. No one should have any trouble doing this if their product is a quality piece.

● Never guarantee your results no matter how confident you are in what you're doing,
because some people just won't listen to what you're saying, go about things half
heartedly, and then shout at you because you guaranteed them something that they didn't
achieve, through no fault of your own. Aside from the moral and ethical problems with
this, I believe it's also illegal and could get you and your business into trouble.

● Standard service really, to offer a refund if things don't work out, although with
intangible products this is a little more difficult. With info products for example, there's
always going to be the odd time waster that tries to get your product for free and ask for a
refund. One option to avoid this (my favorite solution as it happens) is to only offer a
refund on those that have taken you teachings, put them to work, and can come to you
and show you that it doesn't work. Not only does this inspire a shed load of confidence in
your product, again adding value and eliminating reservations in your customers’ minds,
but it ensures you won't get any cowboys trying to take you for a ride and get your star
five hundred dollar product for free.
● Buying something from someone you've never met, or don't know personally, takes a
huge amount of trust. It's that trust that we're building at every turn here.
● Next up, instant delivery. Even if you're mailing your product, you'll need to have
something ready for people to pick up and download right away. Customers like instant
gratification, getting something straight away. This course for example, if you think back
to when you ordered, you would have probably received the warm-up and prep course.
We did this on purpose so in effect, you could start your course right away instead of
having to wait for the delivery. Simple but effective.

● Next, after inspiring so much confidence and putting forward our guarantees, we have
to close the sale. Something people in real world sales and online marketing forget to do.
Asking for the money.

● A great way to limit the damage done by asking for the cash is to make it seem less
damage than it actually is, or compare the price to something people can relate to in every
day use. The norm seems to be comparing to a cup coffee for a day, or lunch sandwiches
for a week or something similar to that. So ask for the cash, and diminish it's importance
a little by relating to inexpensive every day objects.

● When you're doing this though, don't make the fatal mistake of telling the reader that
your super sales system only costs as much as a cup of coffee at lunch every day for a
week, but remember to compare it to the advantages the customer will enjoy with your
product. It's highly unlikely that your readers and potential customers are going to give
you their cash if what they're getting in return isn't at the front of their minds.

● Something else you may be tempted to try is hiding your price, and actually only listing
it after clicking the order now link. Something that in effect will stop the reader from
scrolling right down before you've sold them on all the benefits of your product and
deciding it costs too much. Now, personally I don't like this one because as far as I'm
concerned, if someone is really that interested to see how much this is going to set them
back before they're done reading the sales letter, the sales letter isn't catchy enough and
isn't doing it's job.

● In my experience, this really doesn't make a big difference, if at all, so if you're
following this section and writing your sales letter from it, leave it out for now, but bear
in mind it's something you're free to track and test for yourself at a later date if you want
to see the results for yourself.

● Next up after your call to action comes your PS sections. I don't agree the claims of
some that it's the most read part of the sales letter, but I do agree that it works like a

● They are here for one reason and one reason only, to re-enforce the benefits the
customer would be receiving from clicking on that order link. These have to be your most
benefit packed, trust building, justification adding sections, because it's the last chance
you have to give your customers that extra little shove they need to be convinced to buy
your products.

● See, it's not hard, or complicated in any way. I understand how writers block hits
people sometimes, and it happens to the best of us, when we sit and stare at the screen
with a blank look, not knowing how to start or continue. That'll still happen alright, but
now you won't be one of the ones out there that don't know what works and how to go
about it.

● Finally I'd like to give you some set rules and guidelines for creating your sales letter in
this way, and following the outlined processes above. Rule number one is don't distract
and confuse visitors with dirty great popups, or masses of links reading 'click here to read
this, click here to read that and see this and that.’ Don't worry about the length of your
copy, if it's well written and well bulleted, readers will be able to skip parts they don't
care about, the odd bonuses they don't want or already own for example.

● Rule number two. In addition to rule number one. Don't be constrained by length. The
best sales letters I've ever read have always been long and structured. A short, small list
of features and benefits planted on a single page don't do half as well as the long copy. I
tested this previously with my very first site, and never went back, or even thought about
going back to short copy after seeing the results.

● Rule number three. Create empathy with your readers, and enforce your expertise while
enticing with benefits, crushing doubts and finally asking for the cash. These are the only
things your sales letter is there to do, nothing more, nothing less. If you can spot points in
your copy that don't have a reason for being there, and deviate from your plan or these
rules, remove it, because it's not needed and will only distract readers, and detract from
your final sales figures and profits.

● Rule number four. Never assume. Keep your sales letters simple and focused, and
above all never assume that the reader knows what you're talking about. Remember, they
can't hear your tone of voice, it's easy to misunderstand things when this is the case as
you'll know if you've ever spoken to someone online or through a messenger. When
you're talking about something in a focused way, coming out with something contained
in inverted commas may mean something to you, but could well mean something
different to someone else, and is very easily misunderstood, along with sarcasm, irony,
and slang.

● Rule number five. Don't be afraid to spice it up, and don't confuse this with hype. Hype
is unfounded, or untested spicing up a product, going so far as to give the idea that the
benefits are bigger than they naturally are. Spicing something up, getting excited about
your own products or it's effects is nothing bad. I get excited about the stuff I create all
the time, that doesn't mean I'm hyping it beyond all proportion.

● It's amazing, astounding, rock solid, laser targeted, and unbeatable. Get a little excited
and replace some of your descriptive words with something a little more spicy and
interesting. It may sound like hard sell, but when coupled with my favorite writing style it
doesn’t read like that at all. Something which couldn't be easier for anyone to do, and
that's just typing as you'd talk. It goes from hard sell TV ad sounding, and changes
instantly to have a personal, but excited and confident feeling about it. There's nothing
wrong with injecting your own personality either if you want to, in fact this actually adds
to your sales letter. Just remember to avoid the pitfalls we talked about earlier whilst
making your benefits sound a little more juicy and attractive.

● Rule Six. Never lose your structure unless it's for a tested and proven reason that you
have yourself personally carried out and you can guarantee yourself that it works.

● Notice the simple structure and starting point that we've given you for now, which you
will surely develop in the future and through the launch of each of your products, piles on
the reasons for buying at each stage, culminating in a final push, and the climax of the
sale itself.

● The look of your product just gets better and better, and faster and faster and faster,
picking up the pace and piling on those benefits, confidently crushing those fears and
doubts, and then taking your well deserved cash.

● Never lose that, and never get it upside down. I've seen some backwards sales letters
that pile it on for the first screen of text, and by the time I'm half way down the watered
down second screen I’m bored because they've run out of stuff to say, and I’m leaving to
do something more interesting. It's the snowball effect of your sales letter that constantly
piles on the reasons to buy, and it works like a charm.

● Rule number seven, finally, and most importantly, track and test your methods. Lets
say for a moment that I didn't track and test anything, I guarantee you that this manual
would never have gone up, and you wouldn't be reading the results today, not least
because I would have had nothing to tell you, but also because I'd most likely have been
back selling stuff for other people again.

● There's all sorts of additions to sales letters that have been popping up for as long as
I've been online. The ‘Yes! I understand that I'm getting..’ pages that supercede order
links, the click here if you've decided not to order in the PS area at the end of the sales
letters, and a whole bunch more innovative ways to increase sales and convert extra sales,
but for now just remember not to try anything new unless you're tracking it, because

you'll go broke without knowing what’s destroying your sales, and you'll go broke not
knowing that the sentence you just deleted was responsible for 99% of your sales.

● Remember, if your sales aren't as strong as you'd hoped, it's not always your sales letter
that is to blame, it could quite easily be the quality of your traffic.

● So there we have it. You now have the knowledge that you need to go out, and create
profitable sales letters in a way that you know for sure sells real products. One thing that
never ceases to amaze me is the ability all of us as marketers have to turn a black and
white page of text, into something that through only the power of the words, can receive
something that's near and dear to people. Money. From someone that doesn't know us,
and that's never met us, and from a page that an hour earlier was blank, on a most basic
level, that's very powerful and why you should always feel real proud when you make a
sale, no matter how small.

Now, we’ll dwell into how certain words and phrases can affect a reader psychologically
and subconsciously.


The following openings will help you begin writing any advertisement easily. They are
brain stimuli that help you whenever you feel brain lock or having a mental block.

These have an uncanny ability to reach into your reader’s subconscious mind and compel
him or her to read on to find out more.

As you scan every word of this article, you will discover brand new ways of…

As you read every word in this letter, you’ll agree

After reading this article, you’ll feel…

As you sit here and read the beginning of this report, you’ll start to feel…

By the time you finish reading this article, you’ll have learned…

At the end of this page…

You have no idea…

You probably don’t realize it yet, but in a few short minutes, you’ll learn…

You probably don’t realize it yet, but at the end of this page, you’ll learn…

You probably don’t realize it yet, but by the time you get to the end of this letter, you’ll

At the end of this page, you’ll discover…

The further you read into this letter, the more you’ll learn about…

The further you read into this letter, the more you’ll understand…

By the time you finished reading this, you’ll have learnt…

The farther you read down this letter, the more you’ll learn…

The farther you read down this letter, the more you’ll agree that…

Just think how much you can learn, when you read…

Just think how much you can discover, when you read…

If you are like me, you’ll…

Have you ever seen…



Allow yourself to imagine…

See for yourself…

Picture yourself…

You’ll agree how amazing it is when you…

You probably already know this…

You are smart enough to know this…

Everyone knows…

Words That Trigger Emotions

People buy based on emotions so what better way than to use words in your copy that can
trigger emotions.




































Sentence Starters

These will help you start of sentences in your copy.

A good example would be…


After all…

After this…

After doing…

After learning…

A case in point…

Add to this…

Above all…

Along these same lines…

Also notice…

All in all…

Although this may be true…

Although at first…

Another option…

And so forth…

Another way to…

As a matter of fact…

As has been said…

As a consequence…

As I’ve noted…

As I’ve mentioned…

As you’ll agree…

As you’ve learned…

As we can see…

Ask yourself…

But at the same time…

But more importantly…


But on the contrary…

But the most important fact…

But let’s say…

By all means…

By the same token…

By contrast…

By the way…

By comparison…


Consequently for this fact…



Consider for a moment…


Due to…


Either way…

Equally important…

Even if…

Even though…


Every so often…


Even so…


First of all…

For instance…

For the same reason…



Given these facts…

Here again…

Here’s how…

How on earth…


If I can do it…

If you’re like me…

If you thought…

If you can…

If you would like…

If you had the ability…

If you think…

If you wish…

If you agree…

I’m sure…

Imagine this…

In a different way…

In addition…

In another case…

In any case…

In comparison…

In order…

In essence…

In fact…

In general…

In my humble opinion…

In order…

In particular…

In other words…

In particular…

In summary…

In spite of…

In the foreground…

In the meantime…

In the same way…





It’s now a reality…

It’s commonly accepted that…

Just imagine what…

Just imagine that…

Just make sure…

Keep in mind…

Last but not least…

Let me explain…

Let’s examine this closely…

Let’s take a closer look…

Let’s talk about…


Look at it…

More specifically…

More precisely…

More often than not…


Needless to say…

No surprise why…

Not to mention…



No doubt…

Not only is this possible…


On the account…

On the contrary…

Once you have…





Put simply…

Quite evidently…

Rather than…



Since then…

So provided…

Stated differently…

Still to be sure…



Take the case of…

That doesn’t mean…

That is to say…

The bottom line is…

The very fact that you…

The neat thing…

The truth is…

There is little doubt…

These findings indicate…

This ensures…

This is why…

Though despite…

To be blunt…

To clarify…

To emphasize…

To illustrate…

To put it differently…

To conclude…



Under such circumstances…

What follows…

What’s more…

When in fact…

When it comes to…

While this true…

With respect to…

Without reservation…

You bet…


You can also…

You can understand…

You’ll be better off…

Yet in the meantime…

You can now…

Copy Connectors

These are creative ways to join your sentences and paragraphs together to make up a
complete sales letter or ad that make your readers buy.

And you’ll feel better and better about…

And soon you’ll…

And in this same way…

And now you begin to realize…

And you’ll be surprised to learn…

And you’ll begin to discover…

And then suppose…

And so it comes down to…

Now keep in mind…

Really think about it for a moment…

Notice how…

Are you beginning to notice…

Are you beginning to see…

So you really have to choose…

The fact that you are reading this means…

In the coming paragraphs…

As you continue to move down this page…

In the words to follow, you’ll discover…

And I’m sure you’ll agree…

In just a short while…

By knowing this information…

Ok, you’re thinking…

Ok, you’re wondering…

Ask yourself…

Just suppose…

And no wonder…

In other words…

Now, no matter what…

Perhaps one clue to the reason…

Now let’s get along to…

Now let’s talk about…

Remember that…

Carrying this thought a step further…

You’ll probably remember…

Why no one knows…

Let us further consider…

Bearing in mind…

The fact of the matter…

The truth of the matter…

To further reinforce this fact…

Power Phrases That Grab Attention

These phrases when used correctly,B literally demand attention from your reader.



Forget everything and listen…

Top Secret Information

Don’t miss a single word of this…

I’ve to admit…

Pay close attention!

Here’s my confession…

Look here!

I’ll let you into a secret…

Forget everything you’ve heard…


Bullet Templates

Use these in your bullets to make them more exciting.

Dream about…

Just think…

What if you could…

Just imagine you doing…

Feel yourself putting to use…

Picture yourself days from now…

Picture yourself being able to…

Wouldn’t it be amazing if …

The one thing you need to…

The almost ‘wicked’ way to…

The lazy bastard way to…

The ‘trick’ to experiencing…

The crucial secret that guarantees you…

What you didn’t know about…

An often overlooked, yet simple way to…

The real insider secrets to…

An ingenious way to…

How to get…

How to experience…

How to create…

The master key to…

Bullet Examples

These are what I have personally used and you may change them to fit yours needs.

How to move people from skepticism to conviction

How to use simple premiums to increase response by over 560%!

What you absolutely must do to heighten response and how to use 'hidden motivation' to
give your prospects that extra nudge to buy whatever you're selling!

The 'visual shock' gambit that so FEW people have even HEARD about. It'll put Gary
Halbert's dollar bill letter to shame. Robert Collier's shiny penny letter won't even qualify
to compete.

How to create an income explosion with a proper "internet roll-out" (I brought in over
$379,612.13 in 4 days using this technique and I'll show it to you)

The '3 hidden keys' to becoming a megapreneur. This information has NEVER been
revealed anywhere else, and these '3 hidden keys' alone, are worth the price of this

Why you need to 'swish' your content delivery systems. (Once you understand why, I
guarantee you'll have a list that will literally 'move' at your command and buy everything
that you're selling!)

How a simple ONE page website brings in over $26k a month!

The 10 quick and easy steps to a tidal wave of internet cash that never stops

How to use simple blogging techniques to instantly penetrate any market

The critical factor to consider in continuity or one shot business models. (Most people get
this wrong)

What you need to do to increase the receptivity of your visitors so that you can convert
the more easily into life long customers who will give you money for life

You'll shake your head when you discover the mind-blowing secret of the 'network'!
(And how you can use this secret in your own business to make a financial killing!)

Secrets of harvesting all the wildly profitable “low hanging fruit” in YOUR Business

8 secrets of persuasive email copy that'll have you cranking out profit-pulling email
messages without thinking!

The ultimate sales generating tool of the Power Affiliate. (Deceptive simple, yet so

The 'down and dirty' on what it takes to create a 'value offer' to catapult your profits!
EXPOSED for the first time!

The "BCP" Factor that could boost your affiliate marketing results by a factor of 10! (It
seems like common sense, but once again most affiliate marketers just don't do it!)

A 9-Step Power Plan to decimate and dominate the Affiliate Marketplace.

How to persuade people using unconscious persuasion. (You might be skeptical, but this
technique REALLY works! You have more latent skills of irresistible influence than you

The 'Before-You-Hit-The-Sack' secret of overachievers. (This success programming
technique allows you to achieve much more, by doing LESS!)

How to use vulgarities to increase response. (This is controversial stuff I've never shared
with anyone. If you're a 'Midas Touch Marketing Secrets' member, I'll feel 'safe' and
obliged to share this with you because you paid to find out.)

How to run your business from anywhere in the world, even if you don't own a laptop.
(I'm actually typing this from Thailand, where I'm currently vacationing.)

How to get 'organic' search engine traffic even though you know NOTHING about
Search Engine Optimization at all!

Secrets of how to make money with your voice, even if you sound like !@#$ and your
English makes Jackie Chan sound like a English Professor.

The secrets of 'getting started', even if you're lazy and not too motivated.

The one thing you need to do to get up to an 80-90% opt in rate!

Extremely low cost methods to instantly double, triple or even quadruple the perceived
value of your product for increased profits!

The Forbidden Keys to Persuasion Interview With Blair Warren –
February 16, 2003

Blair, you've been shrouded in mystery, and hardly anything is known about you.
Even Joe Vitale doesn't really reveal much about you. Is that deliberate? Or is it
just smart marketing?

Actually, it’s neither. The mystery surrounding me is simply a byproduct of the work I
do. Since the beginning of my work in television back in 1984, I’ve been behind-the-
scenes as a photographer, writer, director, producer or whatever role I happen to be
fulfilling at the time. And when I really started pursuing my research into human nature
about twelve years ago, I found that playing the role of an .invisible observer. was one of
the best ways to learn.

I probably won’t get invited to too many parties after I say this, but I’m always watching
and studying people around me. What they say versus what they do, where they sit in
relation to others, how they respond to pressure, whatever, and I draw lessons from all of
this. You should see the notebooks I have filled with this type of material. Of course, to
do this effectively those being observed must never know they’re being observed or else
they become self-conscious and fail to act naturally.

So in a sense, I’ve always fostered a degree of anonymity, not as a marketing strategy,
but as a necessary condition of the type of work I do. Of course, when Joe Vitale
encouraged me to step out and begin teaching others what I have learned, I found that this
anonymity had an additional benefit as well. It has made a number of people enormously
curious about my work.

What qualifies you as the expert on Persuasion? I mean hardly anyone knows you.
How do we know what you preach is true?

This is a great question and one that should not only be asked of an unknown like myself,
but of anyone to whom we look for information.

First off, I don’t consider myself an expert on persuasion. The reason I avoid the label
expert is that I don’t believe that persuasion, or any other aspect of interpersonal
communication, can be mastered.. Since the human element is always in play in these
situations and is always unpredictable, the best we can do is increase our understanding
and appreciation of the principles involved, but we do not master them. The moment
we think we have is the moment we stop learning.

I have, however, spent an enormous amount of time and energy in studying and applying
these principles and find that much of what I have learned is of value and interest to
others who wish to improve their persuasion skills.

As for what I preach being true, that is ultimately a question for those with whom I work
to decide.

You call your material The Forbidden Keys to Persuasion. It sounds sinister. Can
you explain how you developed it and what it is designed to accomplish?

As you can probably already tell, I’ve long been fascinated with human nature, and like
others who share a similar interest, I began studying everything I could find on the
subject. Then, about six years ago, I became interested in how cult leaders and con artists
were able to wield so much power over their followers and get them to engage in the
most bizarre behavior when the rest of us had trouble peddling things that other people
actually need. In other words, I wanted to find out what it is that cult leaders know that
the rest of us don’t.

As I began to explore this question, I began to realize that rather than being based on
sneaky tricks or techniques, the power these people hold is largely due to a very clear
understanding of human nature. Rather than dealing with people the way they should be,
or the way they would like them to be, they deal with people the way they actually are
and the results they achieve reflect the power of this approach.

When I realized that the same principles and ideas they had used for negative purposes
could be used for positive ones, I decided to teach what I had learned to others - not only
to increase their own powers of persuasion, but to protect themselves from the same
powers they might encounter in others.

In your material, you discuss Abraham Maslow’s Hierarchy of Needs, then claim to
have discovered a need, specifically the need for mental engagement, that, well,
almost makes a "mockery" of Maslow’s work. How did you come about discovering
the missing "need" of mental engagement?

First, I don’t believe I made a mockery of Maslow’s work at all. His work has stood the
test of time and is of tremendous value for those interested in human potential. And the
fact that his hierarchy of needs is so well known is precisely the reason I make reference
to it in my work. You see, the needs Maslow identified were related specifically to the
realm of human potential and were meant to describe a spectrum of behavior over the
course of an individual’s life. I found this fascinating when I first learned of it and can
see its usefulness in studying the process of self-actualization. But when I tried to apply
the needs Maslow identified to persuasion, I didn’t find his distinctions to be of much
value as it was almost impossible to determine where on the scale an individual was at
any given time. This led me to reconsider just what, if anything, people tend to pursue
that, if understood, would give us a greater ability to persuade them. And with this
question in mind, I didn’t have to look any further than my own work in television to find
the answer.

People need mental engagement. They don’t want it. They don’t prefer it. And they
don’t desire it. They NEED it.

Just watch how people go through their lives and you will see that there is truly only one
thing they cannot tolerate, boredom. We can learn to adjust to and tolerate just about any
other psychological state, fear, stress, desire, or whatever. But boredom cannot be
tolerated. In a very real way, boredom equates to death. We will do almost anything to
alleviate it. And the irony is, as we all know, it is exceedingly difficult to alleviate one’s
own boredom without an outside stimulus. Television, radio, books, friends, the internet,
even a telemarketer can do the trick. This is great news for those interested in persuasion.

I once came across the following quote from a biography of Voltaire, mankind, who
dreads boredom even more than anxiety, is eternally grateful to those who make life
throb to a swifter, stronger beat.. Those who mentally engage us do just this, they make
life throb to a swifter, stronger beat.

Now, is mental engagement a real need? I’ll leave that for the philosophers,
psychologists and psychiatrists to sort out. What I do know is, when one comes to think
of mental engagement as a bona-fide need, one treats it with more respect and
consideration. And this directly leads to a profound increase in one’s ability to capture,
control and direct other people’s attention. And this is the first step in all persuasion.

How do we apply the power that Jim Jones and David Koresh wielded to online
marketing? Can the very same power be used in such a cold digital environment?

Absolutely. It’s already being used all the time. Pay attention to the news and you’ll
frequently hear stories about people who leave their families for strangers. they met over
the internet. The son of one of my friends is currently considering dropping out of
college and moving from Texas to Colorado to join a religious group that he has only
corresponded with over the internet. He’s never talked to them on the phone, seen
pictures of them, or held a letter they sent to him through the mail. The relationship was
built entirely through e-mail and it was done so in a way that was strong enough for him
to consider leaving his family and friends of nearly twenty years.

Now, as to how to do this online, there is far too much involved to cover in an interview,
but there are a few points that can help us move in this direction.

First, most people have a much too narrow idea of how to build such a relationship
online. They think that having an autoresponder stick someone’s first or last name in the
subject line of an e-mail is personalized marketing. This may be an improvement, but
it is far from personalized marketing.

These types of relationships are built over time and can’t be hurried with a two or three-
step sales process. So one of the first ideas is to slow down and allow the relationship to
build more naturally. Of course, this is almost sacrilegious given the hyper-speed at
which not only technology is moving, but our attempts to communicate with one another
as well. Everyone wants the instant answer to their persuasion problems and in searching
for it, overlooks the true power that a slower, more personalized approach provides.

A second point is to become more sensitive to the nature of e-mail itself. I don’t think
many people have a very deep appreciation of just how much room for misinterpretation
exists in cyberspace. E-mail messages tend to lack one thing that most other written
forms of communication have, and that is an implied context. In other words, when we
read something in a book, magazine or newspaper, we automatically have some
expectations about what we will read before we’ve ever read a word. Is the writer
conservative or liberal? Is this an ad, editorial or news? Etc. And these expectations
help us to interpret the writing properly. E-mail, however, often lacks this context and
thus, when there is ambiguity in the writing there is no way to predict how the meaning
will be interpreted. In building a relationship with others, whether in person or over the
internet, it is critical to minimize misunderstandings.

Now, for those people who rely on mass mailings and don’t have the luxury of
developing such relationships over time, they can still help strengthen their relationships
simply by hitting on some other aspects of human nature, specifically our hidden
addictions, which I’m sure we’ll touch on in a bit.

Is there anyway we can "train" ourselves to have such a power. Like a pianist who
practices hours a day at the piano, is there any drill we can do?

Yes. We can awaken our sense of curiosity about human nature and realize that some of
the most valuable persuasion lessons we will ever learn are already all around us just
waiting to be grasped. Watch movies. Listen to comedians and talk radio. Go watch a
magician perform on stage. Eavesdrop on a teenage boy talking to his girlfriend. These
are the types of places where you will uncover some of the real secrets of persuasion
because these are the places where the consequences of our actions are real.

Textbooks, tapes and seminars can give us valuable information, but I believe it is the
people and events we encounter in our own lives that hold the most powerful secrets of

That is why I have been so reluctant to simply write down what I have learned and let
other people absorb it. I don’t believe that is an effective way to learn anything. When I
work with others, I not only want to teach them what I have learned, but encourage them
to go out and spot the principles being used all around them. When they come to see that
persuasion is not something that happens once in a while, but is a never-ending aspect of
human interaction, everything we encounter can teach us something of value.

You describe our need for mental engagement as the Achilles Heel of the human mind,
can you give us specific examples on how to use it in marketing?

I believe the most important thing we can keep in mind when preparing our marketing
materials is that just because something should interest another person, doesn’t mean it
will. Another way of saying this is, just because something is important to us, doesn’t
mean it will be important to our prospect.

I am always amazed at how far off base some clients can be when it comes to
understanding their customers. I routinely hear clients who are almost obsessed with
communicating some piece of information that is vitally important to them, but of no
interest to their customer.

A number of copywriters such as Joe Sugarman, Dan Kennedy and others have rightly
pointed out that the purpose of the first line of any copy is to get you to read the second.
The purpose of the second is to get you to read the third, etc. And while we all nod our
heads when we hear this advice, if we falsely believe that what interests us will interest
our prospects, it’s as if we’re using the right weapon, but the wrong bullets.

To break out of this trap, we must gain a sense of objectivity about our product, service,
or message and truly consider it from our prospects perspective. Though this may sound
like common sense, it is far from being common practice. I often tell clients it is okay to
fall in love with another person, a type of food or a style of music, but never fall in love
with your ideas when it comes to marketing.

What can we learn from Brother John Hammon? I'm a BIG Fan of his. The 2 card
trick is SHEER genius. Can you tell our readers out there more about what you
learned from him?

For those who don’t know of him, Brother John Hammon was a legend in the world of
card magic. He developed a number of techniques that are used by some of the biggest
name magicians in the world. When I began to study magic in an effort to learn the
psychological aspects of the magician’s trade and I learned that Brother Hamman lived
right in my hometown of San Antonio, I immediately arranged to meet him.

We met probably a half a dozen times over the last two years of his life and discussed
magic for hours on end. And in that time he completely changed my understanding of
exactly how magicians perform the miracles they do.

I remember asking him to help me understand the mechanics of his effects, to show me
what moves to make, when to make them, and how to make them look natural. And
while he explained these things to me, he routinely pointed out that I was missing the

Yes, the move and techniques were important, but what was more critical was to
understand that the real magic was made possible by controlling the attention of the
spectator. When I came to understand how important this was to the magician, I realized
it was equally important to the persuader.

At that point, I began to focus less on the tricks and techniques of persuasion and more on
understanding how to control the attention of those whom we wish to persuade.

I've become fascinated with Leni Riefenstahl, the woman who directed the infamous Nazi
propaganda film, Triumph of the Will. You have studied her film and what made it so
effective. How can we use her techniques and apply them to marketing?

First of all, anyone who is interested in marketing and persuasion would do well to watch
and study Triumph of the Will. I first watched it simply to study Riefenstahl’s techniques
as a filmmaker, but was immediately struck by the persuasive power of her film. If there
has ever been a truly hypnotic film, this is it.

As a propaganda film, you might expect it to be packed with powerful arguments
designed to drive home all the reasons people should support the cause and offer their
support. And if you expect this, you’d be wrong.

Of course, the film does touch on these areas, but not nearly to the degree you would
expect. Instead, the film is almost a nonstop stream of majestic music and powerful
images designed to do nothing less than deify Hitler and equate his cause and his
followers with all thing glorious and invincible. Though there are periodic speeches
interspersed throughout the film, there is little doubt that it is Riefenstahl’s magic that
lifted this film out of the realm of simple propaganda and into the realm of legend.

When we consider the fact that Hitler and his Minister of Propaganda, Josef Goebbels,
had so much faith in this film that it was shown in German theaters during the entire
reign of the Nazi Party, we can begin to appreciate the power and potential the imagery
and symbolism in this film held over those who viewed it.

For marketers I would say the lesson from this film is to focus at least as much time on
the context of your message as on the content of the message itself. Too often we
struggle with the words, the bullet points, the offer, and such, and pay little attention to
the context in which our information will be presented.

In your work you discuss three concepts that you’ve discovered cult leaders, con artists
and others use in persuading others. You also discuss how we can utilize the same
techniques in ethical ways in our own marketing endeavors. Can you describe these 3
concepts and give us some idea of how we might use them online?

The three concepts you are referring to are Hidden Addictions, Isolation and
Gas lighting.

The idea of hidden addictions refers to the exploitation of a series of drives that govern
our behavior usually without our awareness. The drives to which I refer aren’t the drives
most people think of such as the pursuit of love, sex or money.

Though I agree we have such drives and they clearly play a large role in our behavior, I
think there are other, more basic, less noble drives that are of much more value and
interest to the persuader.

Teaching these drives, or hidden addictions, is a large part of my work with clients so I’m
not going to simply list them here. However, I will say they focus largely on the
maintenance of our self-image and the models we have developed to explain reality to
ourselves. In other words, they have to do with the way we see not only the world, but
our role in it. When these hidden addictions are met, we automatically have a deep
feeling of satisfaction and comfort.

Isolation refers not only to the physical separation of our targets from outside influences,
but the psychological separation as well.

And gas lighting is an old term that refers to the process of convincing another person to
value your judgment more than their own by making them doubt their own thoughts.

At this point, some people may be wanting to throw rocks at me, but I promise I wouldn’t
be discussing or teaching this material if it couldn’t be used in ethical ways as well.
Consider the course of a typical romantic relationship. The first stage is often infatuation.
The other person seems to fill our every need and desire. As the relationship continues,
we invest more and more time with person and turn our attention away from things that
had previously held our interest. And of course, in time, as our lover discovers we aren’t
perfect, the unconditional love and attention they initially gave us begins to slip away and
we clamor to satisfy them as we once did in an effort to regain the magic we felt in the

Though not every relationship follows this path, many of them, too many of them,
perhaps, do. And yet, even knowing this type of outcome is possible isn’t enough to
prevent it from happening to us again the next time we meet that .special someone..

Well, the three steps I mentioned earlier mirror the sample relationship I just mentioned
to a tee. Our hidden addictions are met the other person fulfills our every need and
desire. We become isolated from others we spend more time with our special someone to
the chagrin of those we leave behind. And we are gaslighted, we look to the other person
to show us how to correct the circumstances of our relationship.

The three concepts I discuss are merely a systematic way of understanding, compensating
for, and utilizing what is otherwise a natural process that few people recognize much less
do anything about. Of course, when we don’t recognize and compensate for these aspects
of our relationships, we are leaving an awful lot to chance.

As for utilizing these concepts on line, I think there is little doubt they can be, and often
are, effectively used whether it’s done consciously or not. You can greatly improve your
powers of persuasion by simply being aware of these concepts and considering your
persuasion and marketing efforts in light of them.

One of the main concepts you teach is something you call Psychological
Ventriloquism. It is such an accurate term. How did you derive the concept? How
can we use it online? And how can we use it in an ad where there is no room for

Like the other concepts we’ve discussed, Psychological Ventriloquism simply came out
of my observation of human behavior. In a nutshell, this concept, which I like to call the
secret of conmen, conjurers and comedian, is the art of inducing unconscious
assumptions in others. It is an art that can yield great power to those who set out to
practice it.

One way I often use to illustrate the power of Psychological Ventriloquism is to relate the
following joke, which I once heard on late night television:

My grandmother has been walking three miles a day for the last five years, and now, we
don’t know where the hell she is.

The audience exploded with laughter. But why? Because at the end of the first part of the
joke, they had made the unconscious assumption that the grandmother is walking for
exercise. It is only when the punch line hits, that the audience realizes their mistake and
the joke hits home.

Those who can induce us to make the assumptions they want us to make, can cause us to
unconsciously accept ideas we would otherwise reject out of hand.

Years ago I used to frequent a used book store and as a regular, became friends with one
of the managers. Toward the front of the store there was a glass display with a number of
older, high-priced paperback books in it. Each of these books was wrapped in clear,
protective plastic. Over time, I noticed that many of the books were just common, mass-
market paperbacks that could be purchased for next to nothing in any other used
bookstore. When I asked the manager what made these particular books so special,
without batting an eye, he admitted there was in fact nothing special about them. But he
had found out that if he put them in plastic and put them behind a glass counter, he could
sell them several times their actual value as people would assume they were more
valuable than they really were.

We are constantly making assumptions and yet rarely make the distinction that that is
what they are until they are revealed as being false. Until that time, our assumptions
often sit in our minds as unevaluated truths.. The reason I refer to Psychological
Ventriloquism as the Secret of Conjurers, Conmen and Comedians is because these are
three fields that rely heavily on the practice of inducing unconscious assumptions in

If a comedian cannot get a majority of people to make a faulty assumption, when he
springs his punch line his joke will fall flat. If a magician cannot get us to assume his
hands are really empty, that nothing is up his sleeve, or that the saw blade really cut

through his assistant, he will never make us gasp in wonder. And if the conman cannot
get his victims to assume the scam he has concocted is genuine, his game is over before it
has even begun.

Now, how can we employ this in real life and online? By becoming more aware of the
role assumptions play in not only our own daily lives, but in the lives of our prospects as
well. Constantly ask yourself, what causes people to come to the conclusions that they
do? When I communicate with others, which aspects of my message are the hardest to
get others to accept? Now, tie what you learned in the first question with your answer
from the second. What can I do that will cause the person to assume what I want them to
believe rather than try to simply rely on my saying so?

This is a strategy that can be used in direct communication, in copywriting or online.
Wherever people consume information, they are making assumptions. If you pay
attention to how the assumptions are being made and to the points of your message that
meet resistance, you will soon discover the magic to getting others to arrive at the
conclusions you want them to without your ever having to say so directly.

As a closing treat, let’s all revise study and learn from one of the best copywriters, Robert
Collier, author of the book that has been responsible for almost every great copywriter in
existence today, The Robert Collier Letter book.

Selling by mail can be the easiest and least expensive method of selling your services or
commodities. It can also be the most difficult and the most expensive method of doing
the job. It all depends on the method you use in presenting your offering to your
prospects; it depends on the kind of a letter you send to them.

To write such a letter, a message that explains concisely yet completely and in an action-
compelling manner what you have to offer, is a job that demands the services of an expert
versed in every one of the thousand phases of selling and one with many years of
successful mail order experience at his command.

If you would choose the one man in the United States who could write for you a sales
letter that would produce the results you desire, you would probably ask Robert Collier to
do the job. Backed by many years of success in the field of selling by mail, selling every
commodity from trench machinery to fertilizers, books and raincoats, stocks and bonds
and services, he has placed hundreds of millions of dollars into the pockets of the clients
for whom he has written his master sales letter. As a consequence, he is today, America's
premier writer of successful selling letters.

Robert Collier’s Principles Of Success!

Begin to free yourself at once by doing all that is possible with the means you have, and
as you proceed in this spirit the way will open for you to do more.

You must intensify and render continuous by repeatedly presenting with suggestive ideas
and mental pictures of the feast of good things, and the flowing fountain, which awaits
the successful achievement or attainment of the desires.

One might as well try to ride two horses moving in different directions, as to try to
maintain in equal force two opposing or contradictory sets of desires.

Plant the seed of desire in your mind and it forms a nucleus with power to attract to itself
everything needed for its fulfillment.

The first principle of success is desire--knowing what you want. Desire is the planting of
your seed.

Very few persons, comparatively, know how to Desire with sufficient intensity. They do
not know what it is to feel and manifest that intense, eager, longing, craving, insistent,
demanding, ravenous Desire which is akin to the persistent, insistent, ardent,
overwhelming desire of the drowning man for a breath of air; of the shipwrecked or
desert-lost man for a drink of water; of the famished man for bread and meat…

You have to sow before you can reap. You have to give before you can get.

Pictures help you to form the mental mold...

All of us have bad luck and good luck. The man who persists through the bad luck--who
keeps right on going--is the man who is there when the good luck comes--and is ready to
receive it.

The mere fact that you have obstacles to overcome is in your favor...

Make your mold. The best flux in the world will not make a usable shape unless you have
a mold to pour it in.

Success is the sum of small efforts, repeated day in and day out...

See things as you would have them be instead of as they are.

We asked Mr. Collier to select from the many thousands of sales letters considered the
best of them all. It was a difficult job to pick fifteen of the best from a list of ten thousand
of the best. but the job is finished and here are the letters. These are the fifteen letters
considered the best ever written by the man acknowledged to be the best writer of sales
letters in America today. They have been actually tested, they have been actually used,
they actually sold over one million dollars of services and merchandise.

These letters will sell for you. Choose those, which are applicable to your own business.
Alter them only to such an extent as to accord with the products and services you have to
sell. But it will pay you, too, to study them all, for they all contain the essential elements
that enter into every successful sales letter. They contain ideas that you may apply
successfully in sales letters of your own dictation.


Here is a letter to which a new penny was pasted. In conjunction with the figures given,
the penny aroused an amazing amount of attention.

The idea could readily be used by Insurance Companies, Savings Banks and the like. It
was also used with unusual results by an association trying to build a membership for the
purpose of cutting the cost of government.


IT IS A MARVELOUS THING - The Power of Money to Make More Money!
Just this little insignificant penny, saved each week since the start of the Loan and Saving
Association, would today amount to $75.00 - and of that $75.00, $50.00 WOULD BE

$1.00 saved each week would today amount to $7,500.00! THAT IS THE WAY

No matter what his beliefs, every man will agree that the Scriptures contain some of the
oldest and greatest truths known to mankind. There is one truth that the Wise Men of old
felt to be so important, that they repeated it no less than six times in the very first chapter
of the Bible, and referred to it throughout both Old and New Testaments.

This age-old truth is that EVERYTHING INCREASES AFTER ITS KIND! Plant a seed
of corn, and you reap ears of corn. Plant thistles, and you grow a profusion of thistles.
Plant money, and your money comes back to you after many days, increased a hundred-

What harvest do YOU want to reap ten or fifteen years from now? Money to put your
children through college, or start them in a business of their own? Security for yourself?
Financial Independence?
You have only to set your goal in order to win it. The price of $5,000.00 or of $50,000.00
is only so many seeds of savings. $5.00 saved each week at the Loan and Savings
Association will in about 13 Years amount to $5,000.00 $25.00 each week will grow to

And mind you, here is the part that counts. Of that $25,000.00 only $16,250.00 represents
money paid in by you. The rest - $8,750.00 - is GROWTH INCREASE!

Do you know any other way you can buy $25,000 as surely, as safely - and pay so little
for it? Do you know any way you can buy $25,000 or any other sum, and pay for it in
little, convenient installments each week that never depreciates in value, which are like
seeds sown in good ground that keep growing and growing, year after year, always ready
to give you more than you sow.

How much do you want to buy - $1,000.00 - $5,000.00 - $25,000.00? How much do you
want to give to your youngster when he goes to college, or gets married, or starts in
business? Here is the one sure and easy way of having that money when you want it.
$1.00 a week now, means $1,000.00 thirteen years from now. $5.00 a week means

What will you start with - $1.00 - $5.00 - $10.00? "To begin", says Ansonius, "it is to be
half done".

Will you begin NOW - TODAY? Will you fill out the little form attached, pin your
check, dollar bills or stamps to it covering your first remittance and mail it back in the
enclosed envelope? Will you save the first $1.00 on your $1,000.00, or the first $25.00 on
your $25,000.00 TODAY?


A few years ago, a merchant in the clothing business in Buffalo failed. While he was
waiting for the bankruptcy proceedings to be closed, he had no money and little credit.

But he did have a family, and he had to do something to keep them from starving.

So he got a friend to advance him a few dollars and with that he bought some cheap
knitted ties, and started mailing them - without orders of any kind to lists of likely buyers.
With the ties, he sent a letter, offering the ties at 50 cents apiece, and enclosing postage
for their return or for remittance.

Within a few months he is said to have cleared $200,000. In five years, it is reported that
he made a couple of million. Similar offers were speedily made by dozens of other
concerns. Here is the letter that successfully sold some hundreds of thousands of initialed
handkerchiefs by this unique method.


Here's the most unusual offer you've ever received.

For years, it's been the custom among well-dressed men who were fastidious about their
handkerchiefs to have BOTH their initials embroidered on them. But up to now, they've
always had to order them specially at considerable expense. For there were so many
combinations of initials (630 to be exact) that no store could possibly carry them all in

The result has been that fine quality handkerchiefs individually monogrammed have cost
from 75 cents to $1.00 each. (Your wife will quickly verify this.)

Now, we've conceived the idea of monogramming handkerchiefs without orders (in
quantities that would keep the cost low) and sending them by mail to a carefully selected
list of Business Men who would appreciate the wonderful opportunity afforded them.

You are one of the men we selected. Your handkerchiefs are enclosed - four of them
monogrammed especially for you WITH BOTH YOUR OWN INITIALS.

These handkerchiefs are of fine quality, are fully-sized - 18 inches square and have a
neatly hemstitched border. You will readily see that such handkerchiefs should cost 75
cents each when specially embroidered in silk with your initials.

If you'd like to keep these handkerchiefs, send us - not 75 cents each, not over 50 cents
each - ONLY $1 FOR THE WHOLE FOUR. You can easily do it by slipping your check
or money order in the enclosed envelope.

But, if you don't want to keep the handkerchiefs, just put them back in the envelope, paste
the enclosed label and stamp over the address and shoot them back to us.

Isn't that a fair way to do business? It's the only way we know in which individually
initialed handkerchiefs can be sold so reasonably.

When you send us the $1, in full payment for the handkerchiefs, please do not return the
label with the stamp attached. Thank you! Every penny counts in selling handkerchiefs in
this unusual way.

Yours for unusual handkerchief value,

P.S. There's a birthday or anniversary coming up soon for some man you know, and
you'll be looking for just such an attractive gift as those individually monogrammed
handkerchiefs. Why no double the amount of your remittance now, tell us his initials, and
we'll get the handkerchiefs off at once - either to him or to you!



YES... though it is necessary to first use the inquiry-bringing type of letter to winnow out
the few interested people, and then keep after those few with a whole series of letters
until you land their orders.

$25,000,000 worth of yachts were sold by mail this way. Inquiry-bringing letters and
mailing pieces were mailed to them first, then to those interested, a series of letters and
booklets were sent, and where possible personal calls were made.

Here is a letter which was most successful in bringing inquiries for a machine selling for
about $2,500.00. It was mailed to a restricted field - Public Service Companies - and it
brought interested inquiries in considerable volume.


When Millions Were Actually THROWN IN THE GUTTER!

"The most expensive gutters in the world" that is what they called the canals of 1830
which cost $200,000,000 to build and were doomed by the locomotive.

What do you suppose they will call the trenches of today, where whole gangs of laborers,
take days to dig up stretches of expensively paved streets, JUST TO LAY PIPES AND

"The most expensive ditches in the world" - probably. FOR THESE SAME HOLES

All the work of tearing up paving, all the expense of resurfacing, might just as well be
thrown into the ditch, for all the need there is of it or all the good you get out of it.

You see, the HydrAuger bores UNDER the street. It can make any size hole from 2 1/4
inches to 10 1/2 inches. It can bore any length up to 120 ft. It works as fast as a foot a

"In 1930, we made plans for installing water mains in a newly incorporated borough",
writes the Richland Township Water Co. of Windber, PA, "through which passes three
paved highways. Our permit was conditioned upon NOT BREAKING THE PAVED
SURFACE OF THE HIGHWAY. Thirty or more crossings were necessary. The
HydrAuger enabled us to do the work in 1931 at minimum expenditure. We know of no
better or more economical machine for its purpose. We completed the job for less than
half the estimated cost of tunneling."

We can save more than half for you, too. May we tell you how? Your name on the
enclosed card will bring full information by mail, without obligation.




Have you ever tried to sell fertilizer, shrubbery and the like to suburbanites? It is not easy
at the best of times, but during the depression, when you couldn't get rid of real estate for
love or money, and when the mortgage companies were taking over homes right and left,
selling fertilizer and such for the lawns was a real problem. Yet it was done. And here is
one letter that did it with amazing success.


How To End Worries Over Scraggly Lawns

Dear Neighbor:

With your permission, I am going to make an analysis of the soil of your lawn to
determine - at my own risk and expense - what elements are lacking in it, what you need
for stronger, healthier, more closely grown turf.

Mind you, this will not cost you a penny or obligate you in any way. I am going to make
this analysis just to show you how little is needed to correct the texture of your soil and
make possible the growing of rich, thick grass.

You see, soil gets acid or alkaline such as your body does. Let your body become too
acid and the results are quickly apparent in sallow skin, eruptions, disease. Let the soil of
your lawn become too acid and the grass on it will quickly grow sallow, faded, full of
weeds and noxious growths. But that condition can be quickly corrected - the missing
elements easily added - once you have determined what the trouble is.

Will you let us make a chemical analysis of the soil in your lawn - and send you a report
of it - WITHOUT COST OR OBLIGATION TO YOU? John Smith of Jamestown, VA,
wrote us:

"I should never have believed it possible that so slight a changing of the treatment of the
soil could so quickly rebuild and re-establish a lawn. Your analysis showed us how to
work wonders with our place."

Just your name on the enclosed card will bring you a FREE chemical analysis of your soil
condition, with clear directions as to just what elements are needed to supply anything
now lacking. A similar analysis from any chemist would cost several dollars.

Analysis will be made in the order in which requests are received, so if you would like to
get your orders quickly, please mail your card NOW or telephone.



A 100,000 MARK NOTE

To show how readily you can adapt to your business an idea that has been used
successfully in some other line, here is an adaptation of the "Dollar Letter". (See Letter

Pinned to the top of this letter was a 100,000 mark German note. Its purpose, like that of
the dollar, was to get the reader's immediate attention and arouse his interest in the
message of letter.

It worked so well that the Wall Street Journal, for whom the letter was written, reported
that it was the most successful subscription-getter they had ever used.


Will You Accept The Enclosed German Reichsbank Note For 100,000 Marks, With Our

Dear Sir:

If the enclosed German Reichsbank Note for 100,000 Marks pays for one minute of your
time, consider yourself engaged.

Yes, it's a real Reichsbank Note, put out by the German Government. Before the War,
100,000 marks were worth $23,820.00 in our money.

But when this particular issue of notes was retired, it took 10,000,000 notes like this to
get a mark worth 24 cents in gold!

That is what uncontrolled inflation did to German money. As fast as new issues were
brought out, the old ones dropped in value, until a man's only chance to get ahead lay in
putting his money in common stocks, or into goods or real estate - or something that
would go up in price just as fast as the value of his money went down.

In a small way, something of the kind may occur here. Even with inflation under perfect
control, the value of the inflated money is bound to drop, while common stocks and
goods and real estate will go up in value.

The question is - what type of stocks will depreciate most? And what effect will inflation
have upon various lines of industry?

That is where the Blank Street Journal can be of genuine help to you. Its facts are not
merely timely, but they are derived from original sources, and their accuracy can be
depended upon. But that isn't all. The facts it brings to you each day are interpreted from

the standpoint of the investor and of the businessman, enabling you to invest your money
or to plan your business with understanding and foresight.

The Blank Street Journal is the source of information for countless statisticians,
newspapers and market services. Yet the information for which you pay the high fees is
just as readily available to you in the pages of the daily Blank Street Journal, as it is to

The enclosed card entitles you to the next SIXTY ISSUES of the Blank Street Journal for
$3. Not only that, but it brings you FREE EXAMINATION of the first five copies.

 If these five do not make clear to you the financial trend, if they do not show you every
phase of business and financial activity, just tell us to cancel, and you will be out nothing.
Will you TRY it? Will you let us send you accurate news from the very heart of the
financial center of the country NOW - when that news may be worth more to you than
ever in your lifetime? Will you mail the enclosed form TODAY?




End of the Season Sales are the plague of every merchant. How to clean out the remnants
of stock at a price that will appeal to the public and still leave a modicum of profit is
something to make any advertising man rack his brain.

Here is a letter that we used first on books. When the Simond's War History sale was
over, there were a couple of thousand returned or damaged sets on hand. The price was
reduced to 25 cents and a letter along the lines of the attached was mailed. It pulled so
well that the 2,000 sets were disposed of at once, and the order cost was found to be so
low that it paid to deliver some 6,000 brand new sets on the orders that came in.

Adapted to Travelling Bags, the letter did just as well. Here it is, used to dispose of the
odds and ends of a stock of Overcoats. It has been successful on every product on which
we have used it.


790 Leftover Ulsters At A Big Discount!

Dear Sir:

In the rush and excitement of selling, in the past two months, of 21,000 "Keep Warm"
Winter Ulsters - there was no time to pay attention to exactly how sizes and colors were

The result is that now, with the season near its end, we find ourselves with 790 coats left

There are dark grays and blues and beautiful brown heather-mixtures, in Greatcoats that
we sold in the past all the way up to $47.00 - really handsome colors, all of them - but we
can't be sure of having your exact size in the color you specify.

And you know how the Overcoat season is - if these Ulsters are not all disposed of before
Christmas, some of them will probably be on our hands until next Fall.

So rather than carry any of them over until then, we have decided to make one sweeping
reduction, and offer these 790 smart, distinctive, beautifully tailored Greatcoats of fine,
warm, double-texture pure wool cloth - for only $27.65!

This is the lowest price we have ever made on these all-wool "Keep Warm" Ulster Coats.
Just try to find their equal - in style, in workmanship, in fine quality material for $40 or


Only 790 Coats Left

We have just 790 of these double-texture all-wool Greatcoats to sell at this low price.

When they are gone, your chance to save on your Winter Ulster will go with them. But
while these 790 last, you can get as perfect-fitting, as good-looking, as fine-quality a
Winter Greatcoat as ever you would want to wear, at an almost unheard-of bargain.
If you will just write your name and three simple measures on the enclosed card and mail
to us, we will send you a "Keep Warm" Ulster - that will exactly fit you - by prepaid
Parcel Post.

You may keep the overcoat for a full week. Then, if for ANY REASON AT ALL you
don't care to keep the coat, you can send it back AT OUR EXPENSE. But if you are so
well-pleased with it that you don't want to part with it, just send us $27.65, the low price
at which we are offering these last remaining 790 coats.

SEND NO MONEY - simply mail the post card. But do it at once, this opportunity to
save money will not occur again.

Yours up to 790,



When you want to land a fish, you bait your hook with something that the fish likes.
When you want to land a lot of orders, the same principle applies.

A client wanted to sell a new, small size traveling bag. He tried selling it on its merits
alone, and got 3% to 4% of orders. Since the bag sold for $7.95, and 3% gave him an
order cost of only $1, that was profitable. But he wanted volume.

So he tried using a bit of bait. To all who would send for this new bag, he offered a
Fountain Pen with their name die-stamped on it in letters of gold. Instead of only 3% or
4%, that attractive bait brought the orders up to 10%, 12% and even on some lists, to


Will you accept one of the latest model, self-filling Fountain Pens with your name die-
stamped in raised letters upon it - in return for a little favor I want you to do?
The courtesy is a small one, pleasant and easy to render.

For years, you know, the standard size Traveling Bag has been an 18 inch bag like the
famous "Twentieth Century Bag", but lately many friends have been writing that they
would like a bit smaller bag than this - something light and inexpensive, but with all the
strength and fine appearance, all the unique conveniences of the "Twentieth Century".

Now we are trying one out - a bag so convenient that we don't believe its equal has ever
been made before - certainly not anywhere near the price.

Every time you pack this Bag, you will be thankful for the TIME-SAVING convenience
of its wonderful interior pockets. It has a place for everything you need on a trip - and it
almost "packs itself".

Ever have toothpaste or shaving cream get all over your clean shirts and collars? Or the
stopper come out of a bottle and the contents run over everything?

Then you'll appreciate the convenience of the moisture-proof pockets lined with the long-
wearing, high grade hospital rubber. No moisture can leak through it.

These five moisture-proof pockets will hold shaving gel, talcum powder or toilet water -
all your toilet needs.

On the opposite side of the bag are two full-length pockets with folders for carrying
shirts, ties, underwear, socks, and any papers that you need when you go on a trip.

These handy pockets are collapsible and take up no room when not filled. They not only
enable you to pack your bag in half the time it used to take, but they keep all your things
shipshape, and leave the entire bottom part of the bag free to pack suits of clothes and
other large articles. A wealth of packing space.

I am writing a few of our customers for their opinion of these new Travelling Bags. We
call them "RedypaktBags" because they're handy for so many different uses.

I would like you to try one of them for a week - USE it on your next trip - see how
convenient, how time saving, how handsome it is. Compare it with bags you have paid
$12 or $15 for. And then tell me what you and your friends think of it.

It is a small favor, but it means a great deal to me. We are thinking of making a general
offering of these "RedypaktBags" all over the country, but before doing it, I would like to
have your opinion.

Just your name on the enclosed card will bring a "RedypaktBag" to you to try out for a
week FREE. At the end of the week, if you should like the BAG so well that you want to
keep it for your own, you can have it for only $7.95. If you don't want to keep it, please
send it back at my expense, telling me what you think about it, and I'll be deeply grateful
to you.

Naturally, this special price holds good only if your card comes in at once, while your
advice will still be of value to us.

Won't you, therefore, put your name on the card and mail it now? I thank you for your

Gratefully yours,

P.S. The new model, sell-filling fountain pen which I'll send along will have your name
die-stamped upon it. And whether or not you keep the "RedypackBag", I want you to
keep the pen as a present from me, entirely free of charge. It's a return for your courtesy
in examining the "RedypaktBag" and giving me your opinion about it.



The longest way around is frequently the shortest way home - when it comes to selling
people an idea.

If we were to come to you, and tell you that we'd be glad to put your name in some
"Who's Who" provided you would dig up $10 for a copy, you'd shy off at once. It would
be too apparent that the only reason we were listing you was to get your $10.

But if we approach you tactfully and indirectly, there is a good chance we shall get both
your listing and your $10. Here is an example of the indirect approach that worked well.


Dear Madam:

Would you be good enough to do me a favor? I promise not to ask too much.

You can help to solve a problem which is of significance to all officials of Women's
clubs. You know that for 34 years, the leading Club Women of the United States have
been recorded each year in the So & So of Women's Clubs.

This year, a symposium is being conducted among the leading officials of Women's
Clubs, to determine whether it would add measurably to the So & So's value to include an
entirely new section - a "Who's Who Among Club Women", - giving a short biographical
sketch with the offices you have held and all the outstanding achievements of your Club

Your Club Activities entitles you to representation in this exclusive section. Will you be
good enough to give me your opinion of the value of a section?

There will be no charge for the listing, but since each listing will mean considerable
additional expense in the way of typesetting and the like, we shall ask each of those
whose biographical sketches appear in this "Who's Who" to subscribe for one copy of So
& So. To make up for this however, we shall send it to them - not at the regular price of
$5.00, but at a special pre-publication discount of 15% - making the net price to them
$4.25, and even from this figure we shall give them an additional discount for advance

We shall greatly appreciate an expression of your opinion from you. If that opinion is
favorable, please fill out the Record attached, giving your Club connection and all those
little personal items that Society Editors and others ask for, when you own or your club's
activities bring your name into the news.

The enclosed envelope needs no stamp. Won't you, therefore fill out the Record NOW -
while it is in your hands and mail it right back in the enclosed envelope?

Thank you!




Everyone offers bargains - at least, everyone claims that if you take into consideration the
quality and so on of his product, it is a bargain at this price.

But what everyone claims, no one believes. So you've got to do more than claim that your
price is low or you offer an unusual bargain. You've got to show the reason why.

Here is a letter that was unusually successful in convincing readers that they were getting
something unusual in the way of price reduction, and therefore brought back their orders
in profitable quantities.


Mr. Business Man:

"Name your own price!" said the manufacturer.

And we did.

You know how most factories are - busy and working overtime eight or ten months of the
year and idle the rest. And those idle months, like the famines of ancient Egypt, eat up
most of the profits of the busy ones.

We offered to keep this factory busy making new Carozy Robes all during the idle

"Name your own price", was the answer.

We named a price. It was accepted without cavil or question, with the result that we can
offer you, at $9.85, a Motor Rob that customers tell us could not be equaled in stores at
anywhere near that price. The folder enclosed will give you some idea of the beauty and
richness of this luxurious Robe.

Naturally, bargains like this won't last long. We got this one manufacturer's output for
three months, but while three months' output is a lot of robes, they won't go far among
our more than 300,000 customers.

The enclosed card will bring one of these beautiful new Carozy Robes to you for a week's
examination - FREE! No money - no risk - no obligation. Just the postcard.

"A direct saving to me of at least $7.50," wrote John Smith of Clarksburg, WV, when he
saw his robe.

The card will be worth good money to you, too, IF YOU WILL MAIL IT AT ONCE.

Yours for mutual cooperation,



Here is the most successful letter we have ever heard of - the famous "Dollar Letter".
Pinned to its top was a crisp, new dollar bill - a real dollar bill.

This letter pulled better than a 90% response. The writer of this letter told us that from
175,000 mailed, he got back $270,000, plus more than 90% of the $1 bills mailed out
with them.

But this was only the start. From the list of more than 150,000 people who gave that
$270,000, further subscriptions were secured to the amount of nearly $14,000,000.


Dear Mr. Jones:

Here's a dollar: Yes, it's a REAL dollar - nice and clean and new.

Keep it if you want to, after you've read this letter - but I don't believe you will, then.
Here's what it's all about:

I've made an investment of a thousand dollars in human nature - human kindness. I've
mailed a thousand dollars - in a thousand letters to a thousand people picked at random. I
have done this because I believe that every one is really kind, way down inside - that no
one is REALLY heartless and that the only reason why folks do not help where help is
needed is just because these needs are not IMPRESSED upon them hard enough.

"And that's the mission of each of my thousand dollars - to impress the importance of a
need. This thousand dollars is my subscription to the Blank Hospital - and I'm investing
in the belief that every one will bring back several more - at least another - with it. So our
subscription - which I'm starting in this way will be at least two thousand - maybe five -
for there's going to be a lot of you who will send a five or a ten or more - when you mail
my dollar back.

Remember - both my dollar and your dollars go to help crippled children.

Will EVERY ONE come back?

Will everyone bring something more?

Are people really kind - or REALLY heartless?

Have I made a good investment?

What is YOUR answer?




How about selling stocks by mail? Millions of dollars of such sales have been made, and
when properly done, it is one of the least expensive methods of selling known.

The easiest way, of course, is to send an inexpensive letter to your list first, to find out
who can be interested in that particular type of investment. To those who answer that
letter, you can afford to send a whole series of follow-ups, booklets or make a personal

Here is a type of letter which has met with marvelous success in offers of this kind.


Here Is The Industry That Started MANY OF THE GREAT FORTUNES OF TODAY!

Dear Sir:

Men made iron and steel for thousands of years. Along came a new process and a man
named Carnegie to capitalize it, and made a thousand millionaires. When "in steel" while
this magic change was in process, made fortunes almost overnight.

Men have been brewing beer for thousands of years. Along came Prohibition and
practically closed the industry. Breweries were dismantled, their working crews scattered
to the four winds.


The stocks of the few active, well-equipped breweries soared overnight. In two weeks,
they increased 48% in value, while the average of all stocks went up only 6%.

Yet if the record of earnings means anything, that is only the start. Men with good
brewery stocks should see them rise to almost phenomenal heights as did those "in steel"
back in Carnegie's day. Breweries today should make even more.

Yet there is one brewery which has been in continuous operation in the same family for
77 years, with a splendid plant and a fine old name, and which has so far escaped the
notice of stock market investors.

To us, it seems to offer greater possibilities of profit from small investment than anything
you can put your money into today.

May we tell you more about it?



How can you most easily find the people interested in new courses, new sets of books
and the like?

By offering to the most likely lists of prospects, to send without cost a booklet of interest
only to people desiring that particular type of knowledge. The encyclopedia Britannica,
for instance offers a booklet containing sample pages and illustrations from its new
Encyclopedia. Collier's offers a booklet telling in the words of Dr. Eliot of Harvard what
he considers the essentials of a liberal education, and thus finds the people who can be
interested in Dr. Eliot's Five Foot Shelf of Books.

Here is such a letter, designed to winnow out from the other lists the names of all those
interested in learning the art of Public Speaking. It is one of the most successful inquiry-
bringing letters we have used.



Dear Sir:

At your request, I shall be glad to send you one of the most talked-of little books ever
written. It will cost you exactly one cent - the price of the stamp that will bring the
enclosed card back to me.

The name of this booklet is - "The Secret of Effective Speech". The principal part of it
was written by perhaps the most successful speaker of modern times, the man who made
over $4,000,000.00 from his lectures, and then used it to send young men through
College - Russell Conwell, author of "Acres of Diamonds".

The Secret of Effective Speech should be read by every executive who ever has to face a
hostile audience, whether that audience consists of one man or a thousand.

It is not made up of rules and principles, but of the few common-sense essentials which
Conwell found of most importance in his thousands of appearances on the public
platform. It is radical. It is stimulating. AND IT IS FREE!

Your name and address on the enclosed card will bring you a copy of "The Secret of
Effective Speech", with out compliments.

You will like this little book. It is short, but there is a tremendous lot in it. Every time you
read it, you will realize more clearing why Russell Conwell had so many thousand
enthusiastic admirers, who audiences hung upon his every word.

Frankly, we are taking this means of bringing to the attention of a few alert business
executives a new method of teaching Public Speaking - a method so striking and simple,
yet so amazingly successful, that it is taking the country by storm.

Will you use the postcard NOW - TODAY?




Sports articles are notably successful in mail selling, where you can get lists of people
interested in any particular sport. Fishing tackle, golf clubs and balls, tennis racquets and
a host of other products have been successfully sold by mail. There is even a concern in
Baltimore which sells fine saddlery by mail and has built a surprisingly profitable

Here is a letter that sold Field Glasses by mail, and sold them in goodly quantities. Its
basic idea is just as applicable to dozens of other products that appeal to all sportsmen.


Now the Far Distances are Yours WITH MAGIC EYES THAT SEE FOR MILES!
Dear Friend:

Here is a wonderful way to add to the enjoyment of your trips, to give you "ring side"
seats at every sporting event, to bring anything you want to see within a few feet of you

Four-Mile Eyes - that is what they give you, spanning distances like the fabled seven-
league boots of childhood. For the hunter, they are a necessity. For the tourist or traveler,
they add a zest that doubles the enjoyment of sightseeing. For those who love sports, they
make a nearby window or hilltop as desirable as the most expensive "ring side" seat.
Yet for a little while, they can be had FOR LESS THAN THE COST OF A SINGLE

You see, the finest glasses in the world are made in Central Europe. And you know how
conditions have been over there - many highly skilled artisans getting lenses for a
month's toil than they would for a single day's work here.

The result? Bargains as you will never get again. Bargains such as we never dreamed of
being able to offer in Fine Field Glasses. Prices are higher over there now and are
stiffening rapidly, but up to a few weeks ago, you could get the finest achromatic day and
night lenses at figures so ridiculously low as to seem like a gift.

We had a lot of extra powerful Officer's Field Glasses shipped to us at those prices a
month ago. They have just been unpacked and gone over, and they are beauties. Filled
with specially large achromatic day and night lens, and equipped with compass and
focusing scale. They are the most powerful glasses of the kind we have ever seen at
anywhere near the price.

I have a pair on my desk before me as I write, and through them I can mount the high
tension wires on a hill a couple of miles east of here, and through these glasses, I can
watch every move of the builders. If they were football players, I could see them better
than from the choicest seat.

And the reason? These glasses were made for the use of Army Officers, and they had to
be good. They are the only 8-lens Galilean Field Glass with compass and leather case that
sell for less than $30.00! But while they last, I am going to let you have a pair for $7.95!
Not only that, but if you mail the enclosed card right away, I will send them to you,
postpaid, for a week's FREE EXAMINATION and TRIAL!

SEND NO MONEY! Just your name and address on the enclosed card will bring a pair of
these extra-powerful, *-lens Officer's Field Glasses to you at our risk, our expense, TRY

Test them against the finest glasses you can find selling at $30.00 to $40.00 a pair. If
these are not clear, stronger, more satisfactory in every way, send them back.

If you are willing to part with them for any reason, send them back. Otherwise, $7.95
makes them your own, an endless source of pleasure and usefulness. On that
understanding, will you TRY a pair of these Magic Eyes?

With that distinct agreement, will you put your name on the enclosed card, and mail it
NOW? You will never have another such opportunity.




Want to start a business of your own by mail? Here is a letter that brought in more than
$1,000,000.00 worth of orders for a new concern in its first six months.

Every man wants to make money. Every man wants to see his money grow. When you
start by asking your reader if he'd like to see one dollar grow to a hundred, you have his
attention. when you prove to him that he can learn how to work such a miracle before he
pays out a single penny, you are sure of his interest. After that, the bringing back of the
actual order is mere detail.

This letter is high-pressure... to much so for many projects - but for those that can stand
it, it embodies every feature of the successful selling letter.


My dear Sir:

Would you like to see $1.00 grow to $60.00 - $8.00 grow to $500.00 by next March?

Let me tell you how:

I am going to send you within the next few days a set of seven little books. These books
are probably not like any you have ever seen before because:

They are about YOU!

They show you that you have been using but a small part of your real abilities - that back
in your subliminal mind", as the scientists call it, is a sleeping Giant who. awakened, can
carry you on to fame and fortune almost overnight! A Genie-of-your-Brain as powerful,
as capable of satisfying your every wish, as was ever Aladdin's wonderful Genie-of-the-
lamp of old.

They make your Day Dreams, your visions of wonderful achievement, of fortune, health
and happiness COME TRUE - not five, ten, or fifteen years from now, but TODAY, A.D.

I am going to send these little books to you - with no obligations on your part - for you to
read and ACTUALLY TRY OUT for a week at my risk and expense.

But - there's just one thing - I don't want to send these without first getting your
permission. You can grant that in a moment on the enclosed special "Courtesy Card".
When I send the books, there's absolutely no obligation on your part to pay for them.

You can return them for ANY reason, or for no reason at all.


If you; find these little books are everything I say about them (and you're to be the sole
judge), how much would you expect to pay for them? $30.00? $50.00? $100.00? That's
what ordinary courses, which merely promise to show you how to do some special kind
of work, cost you. Certainly, if this one will do the half of what I've promised you, it will
be worth all of that - and more!

Well - if you decide to keep these books, you need send me - NOT $50.00 or $100.00,
not even their regular price of $13.50 - but my SPECIAL INTRODUCTORY PRICE TO
YOU, good only on this ADVANCE EDITION of $6.85! (If you prefer the more
convenient monthly payments, send only $1.00 a month for eight months.)
And that isn't all!

If within 6 months your $1.00 hasn't grown to $60.00 - if you can't credit to the $6.85 you
pay for this Course at least $500.00 of ADDITIONAL EARNINGS - send back the books
and I'll refund to you cheerfully and in full every cent you have paid to me for them.

There are no conditions - no strings attached of any kind to this offer. If within 6 months
these little books have not brought you the pot of gold at the foot of the rainbow, then
they are not for you. Send them back and get your money!



There is a concern in one of the Eastern states which built a business running into the
millions on four letters. Those four letters were used over and over again, year after year.
They finally wore out, but after several years' rest, they are again good for an occasional

All those letters were built around the most important and interesting subject you can
write about to any reader - HIMSELF.

Here is the most successful of these four letters - "Will you give me a little information
about YOURSELF?"


Dear Sir:

Will you give me a little information about yourself - just your height and weight?

I want to send you one of our famous "Rainproof" Coats (designed especially for
substantial Business Men) for you to examine, free of charge; but I can't send one in your
size without knowing your height and weight.

Over 36,000 Men-of-Affairs, in all parts of the country, wear these "Rainproof" Coats on
rainy days. They are just the kind of coat EVERY well-dressed business man needs in the
Spring and Fall, for they are really TWO COATS IN ONE - a perfect raincoat for stormy
days and a well-appearing Topcoat for cold and windy days.

More than 36,000 keen business and professional men who have ordered "Rainproof"
Coats during the past two years paid us prices varying from $17.85 to $23.50 for their

THE TWO YEARS - $16.65!

From Ohio, Mr. John Jones, Vice-President and Treasurer of Blank Cement Co., writes:
"I never got as much comfort and satisfaction out of any coat as I have from the
"Rainproof". I had been looking for such a garment for years - a coat I could wear on all
occasions and be proud of."

And this is just one out of hundreds of letters and telegrams that have come from men
who have ordered these "Rainproof" Coats and been delightedly surprised with their fine
style, great usefulness and good value.

Won't you fill in your height and weight on the enclosed postcard, and mail it to me?

Then I can send you one of these famous "Rainproof" Coats - in your exact size by Parcel
Post for a week's FREE TRIAL. You can examine the coat at your leisure, with no
insisting clerks at your side, and WEAR IT A FULL WEEK FREE. If you don't think it is
just the kind of coat you've always wanted, just fire it back at MY EXPENSE, and accept
my thanks for the privilege of sending it to you.

But remember - this is the only month in which we are going to offer "Rainproof" Coats a
the special "lowest-in-years' price of $14.65!

Hadn't you better drop the postcard into the mail RIGHT NOW - while you can take
advantage of this Special Offer?


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