"Who Is ScottHaines?

"
B-vJack NlacDonald

uitc-sirnplv.Scott'sa directresponse
copywriterantl markcting consultantrvho's il "g(l tr)
gul"' tbr manvof thetop rnarketinggurusin the worltl. such as: Glrv Halbert,Jiiy Abrahant.
RobertAllen irndmanv,manvotlicrs.

FIc'ss0ughttlut. bccitt-tsc.
it scelttshc lrts an unusuulknack litrcrelrringsulcslcttcrs:in6 acls
that pull in rtionstrtillsresponsestor ultra expcnsir.cprociirctsanclsc5,ices.
$1.000 information
rroducts. S-5,000seminars. $10.000 personulservices. It rlocsn'trlatter. Scolt scelrs to r:ir'ri,r..r,
iind thc riglrt "hook" or "angle" [o t]lovc tltesegooclsl'ast...anrl...crealcllrssiyc rvinclfall,lrtits
l ' o rh i s c l i c r r t s .

He got his startYearsago strrclvirrg lbr a Markctinu tlegreein collcgc. Hou,cvcr.as hc

"vhiic
pr-rtsit. "l quickly lbLtntlout lhlt rvhat they wcre tcachingme was plrre bullshit! \\/hat
stl blr-rntiY
happenedwas...in the library one dar'. I str-rrnblecl onto some books by oid arl'ertising masters.
You know. thc ttsrtal,Hopkins. Ogilvr.'.Caples.etc. Anvr.var,.they 69kcd s6gcl.s, Iihccked
thenl ortt lncl startcdto porc ovcr thent tltrvt.indniglrt. l'hosc hooks chunsedmv lil-el 'niey
containedlhe "tt-uth"Ihad been searchin-s for... ancl...\\'asnot gettingfroil thc "I'oryT'*,er"
professors/theorists rvhtlnl I rr"asbcing sLrlr-jcctcd tcl. In luct. ri,,1cnI l6ltl rrrvpluns to start mv
Ou'ndirect rcsPonsebusittcssto onc o['thc ireudso1-thcrnarkctinr:tlcpartnrcrrt. hc ltgkcil at l]tc
'fhat
snlugll' anclactuallylar:ghcd. n'its ii turning point. \!'ithin onc semcsterI left college and
was determinedI lvas going to beconrea clircctrnarketcrtirr a living... for lilcl"

Shortly alter Scott leli collegc,and starteclhavingsornesuccess."vith

his o*,n clirectresponse
projects. a chance opportunitv camc up to study untJerGary Halbert. That was in
1998. An6 he
I r a s n ' lto o k e dl r u c ks i n c c .

With the sagementoring of Halbert. Scott has transformed into a truly r.vorld-class
copywriter..' writing salesletters and ads that have pulled in millions anclrnillions of ci.llars in
uitra-profitable salesover thc last l'ew years fbr a wirle variety of clients anclmany inclustrv
insiders.

Now' I'hroughhis new course,he's revealing the hyper-responsive,sometimessneakv,but

always ethical' shortcut copywriting secretshe's acquired through yearsof diligent, relentless
(not to mention, expensive)study... and... real-world, frontlines experience.

What you learnin this coursewill shavea minimum of 5 years(if not 10) off the learning
curveof You becominga copyr,vriting and advertisingmaster.

Enjoy!
 P.S. By the way, Scottdid NOT write this coursein an attemptto acquirenew clients. His
schedule is bookedfar in advance...
and...he hasno plansof accepting anv new clientsin
the nearfuture. On the rareoccrlsionwhen he doesaccepta netvclient,he commandsa
somewhatstaggeringfee of S15,000plus 5% of grosssalesfor any campaignhe creates.

AIso,Scottdoesnot acceptphonecalls,however.he canbe reached by lettcrat: 7107S.

\.aleAvenue, #295,Tulsa.OK 74136...or...by e-mailat: scott@killercopvsecrets.com

.lackMucDortuldi,; u.freeluntev,rilerun(l ciltreptetterrr.

"What OthersSay About ScottHaines

And His CopywritingAbilities...
"Scott '.rtrll'oncol'thcbcstcopy"nrilersinthcivorld...and...or.rco1'onlvtlrre-cpcoplci.r,66sc'pi.i.nI
t r t l s t - I ' t : r t h c l a s l f b u r v c a r s o r s o . h e h l s r v r i t l c n n u n r e r o u sy r i c c c so f a d v e r t i s i n gf o r n t e . l r l l o f w h i c h
w e r c I l . r r t r o u s l vs u c c e s s l u l .W h a t ' s m a - i ' b cn r o r t i r n p r - c s s i vies h i s u n c l n n v a b i l i t , vt o s e l l h i g h - t r c k e t
i t e m s . " t t he a - s e .I - a s t y e a r , h c w r o t e l l c t t e r t h a t r l a d c $ 3 6 f b r e v e r r $ l s p e n tr r u r i l i n gu t a p r i c c .p p i n t o f ,
$ 9 7 0 . \ l c t t c r h t - . j t r s t u ' r o t e f o r r t t e r h a s r t x( st do el a r ) $ 2 3 f o r e v c r v $ l s p c l t u t l r p r i c c p e i p t o f $ 1 , 2 2 2 . . .
a n d . . . ' , c ' r es t i l l g c t t i n r t t r d c r s l S c o t t h a s n r v l r i g h c s tr c c o n u r r c n d a t i o n . "
- Gary C. Halbert, "The World's Greatest Copvrvriter!"

" L a s t . e a t S c o t t w r o t c a s a l c sl c t t c r f o r n r e t h a t p r r l l c c la . l t , { r e s p o n s c .' l ' h a tn r a v n o t

s r t u n dl o o
i m p r e . i r e , h o i . r , e v e r . o n c e y o u r e a l i z e st he el l i n g p r i c c p c r u n i t - 5 1 . 0 3 2 - i t b e c t t m e s i n r r n e c l i a t e l y
c l e a r t r r t ti t ' s v e r ) ri r n p r e s s i r e . I m a c l cs o r n e t h i n sl i k c $ - l I f o r e v e r r ,S I s p c n t m a i l i l s t h l t l e t t c r . S c o t t u n c l
I crlttt itte ttl ivork (ltl nlltn\' ltro.icctstogcther. In firct, he reccnllv $,rote:r lcilcr firr rnv $10,000 per
] ' e a r ' i ' l a t i n u n l P l u s ' c o a c l t i n g c l u b t h a t p u l l e d a n a m a z i n g 2 l ' Z r e s p o n s e ! I l ' v o u g e t a c l r a n c et ' h i r e
h i n t - . l o n ' t t h i n k t r v i c e l S c o t t ' sc o p v r . r ' r i t i n *a n d c o n s u l t i n s s e r v i c e sa r e e s s e n t i a l l yf r c e . . .b c c a u s e . .h. e
makc vr''tlso tnttch nlorc nloney thut't-vouothcrwise rvould. Hc coultl chargec6ublc w'hut lre c1)csnow
a n c li t l s t i l l b c a b a r g r r i r r .I c u n ' f r e c o l n n r c n dh i r n h i u h l y c n o u g h . "
- Jo,. Polish,,President, Piranha Nlarketing, Inc.

"Scot is one of the ntost oltsesscdcopvrvritcrs on the planet- Hc has uncovercdcvcry

single usefirl secrct
of thc :rclt:s[ ads evcr rvritten...and proveclthat they still work, over and over again. with fresh ads for
n e w ; : o d u c t s . H e ' s a ' l i v i n g l i b r a r y ' o f t r i c k s . t i p s a n d s h o n c u t s e c r e t st h a t w i l l i n s t a n t l yt u r n e v e n a p u r e
dog-rr.,:atad into solid gold, literally in a lew rninutes. Ninety percent gf the copvwriters working have
no clri ' u'hat makes a successfulad. It's not a mystery to Scott, and he proves it over and over again by
makin -' clients rich. Don't pass up this opportunity to learn stuff only a handful of luckv advertisersever
stumbr-' acrossin their lifetimes. It will help you quickly amassa stunnins foftunel"
- Jolrn Carlton, "The lVlarketing Rebel"

"Scott is my own personal marketing specialist. He is a pro. I, myself, have hired Scott to help me with
several of my marketing campaigns- with great success. I'm impressedwith his work and I know you
will bc.loo!"
- Rolrert Allen, #l New York Times Bestselling author of l{othing
, Down and Creating Wealth.
(Note: This quote is from Rotrert's New York Times bestselling book, Multiple
Streams Of Internet
Incomc.')
 Introduction and Welcome!

From:
Scott [-. Hliines
Tulsa, Oklahon-ra
'l'ucschy.
3:29 p.ru.

Dcar Frientl-

First and foremost. I want t<tthank vou fbr purchasinuniv collrse... lirr takine :l "chance-"or)
'rlc. I tlrink Vctu'llfind that ntv collrseis
ngt only ap instlrctign;.rlgpidc that will huyc yt)Ll
i ' r i t i n gw o r l d - c l a s sc o p y i n t h e l a s t e s a
t n ) o L r not f t i r n eh u m a n l t ' p o s s i b l.e. . b r : ta l s o . . . t h a t i t ' s a
tnique,lll-in-one-place,referencesourcethat will scrve \'oLllbr a lifetime of supcr-succe ss with
.,our lr<lvertisingcopy.

S e c o n d I, h a v e o n e s i m p l e p r o r n i s Ier v a n t t o m a k e t o v o l r . A n c l i t ' s t h i s :I f y o u ' l l r e a d m y ,

collrse.lilllorv the instn-rctions and tlo the c'rcrciscs.yoLr'llntlrkeback'u,ournr<trlest initial
investtrtcntin thc coLlrschundtecls.thousands.c\,en tens of tlroLrsunds of lirnes (or ntore)in tfic
months and vears to come.

And to that end. I want to gcl you startcdimrlediatcly. So. I'ur loing to kcep this
introductionshort and srveet.

Just tltlc thing: Belbre yott cliveltcadlorrginto thc course,I uclviscVoLlto reuil the spccill
lronusrepofi that came with it titlecl:

The Haines lv[sfh6d trt

For Quick Cnpvv riting Nlaster-v!

It's a quick readand showsyou how "best" to absorband applyall thc secrets,skills and
strategiesin my course.again,in the l-astest
arnountof tinte humanlypossible.

Sincercly,

(A, tl
d ttrL-/L- Utut 1"b--
ScottL. Haines

P.S. I just rvantto saythankyou againfor placineyour trustin me andmy course.I sincerely
appreciatei t . Now get going with the quick copvwritingmasrr-ryreport...then the course.
 Chapter1:

How To Write Killer HeadlinesThat

Are ImpossibleTo Ignore! Part I

i n c e t h e h e a d l i n er s t h e s i n g l e m o s t i m p o r t a n t p a f t o fa n y a d v c r t i s e m e n t o r s a l e s l e t t c r .i t. '.s
onlv a'tpropriatethlit this coursestart with thc subicct.

And, it's onlv appropriate

to-tirst-read somequoteson heacllines
from fonr mastersof the
game:
ac1'u'ertisin:

". . . if voll use a poor headline. it doesn't matter holv hard vor-rlabor over vour copy because
v o l l r c o p v w ' i l l n o t b e r e a d . . . . I f Y o u h a v e t i m e t o r v r i t ea s n l a n v a s t w c n t v - f i r , ch c a c l l i n e s ,
r-r u increasestill furthcr vour chancesof writing a good one.'' - John Caples, Tested
A it:ertising Methods

,; rvriter ol this chapterspendsfar more time on headlinesthan on r.r'riting.He ofien

lds hours on a single headline....It is not uncommon for a chan-eein headlinesto
,ipiy returns l'rom five to tcn times over." - Claude Hopkins, ScientiJic.ldvertisirtg

i the averase.flve times asmany peoplereadthe headlinesas readthe body copy. It

ru s thatunlessvour headlinesellsyour product.lou hirvewastecl
90 per centof yor_rr
lei ." - David Ogilvy, Ogilv;' on Advertisirtg

;n1'self, havere-headlined adsandincreasedtheirpull by 1757o.I hlve a clientrvht-r

j nlc $195.000per )'earto writc headlincs.Headlinesareu'hercI spendntorecreative
rft tltan anv other aspectof m1,'work." - Gary C. Halb ert,,The Gary Halbert Letter

En, : h .

It's ' rite obviot-ts,after reading thesequotes from famous ad men, that (like I said above) the
headljtr,.'iS rhe sin-elemost important part of your ad or salesletter. ln fact, the "pulline power"
differe ^ie betr.veena so-so headline and a great heacllineis often astonishing. That is,luit
chang'nl the headline.with no change to the body copy at all, can improve responseby as much
4s...
L8AA7o

Thal i been direct inarketingexpert/guruTed Nicholas'experience.I've hearclJav Abraham.

anothcr iurLl, say 2l timesdilf'erence.zl or 5 times ditlerence is not unconlnton. Whater,,erthe
c a s e ,a i l lhingsbeingeouai.it's your highestpoint of leverage.

Chapter1-I
 So' if you desireto succeedin directmarketing,and makemaximummoneyfrom your
advertisin-s...
you shouldbecomea masterof identifyingandcreatinggoodheadlines.

What's a good headline?A gootiheadline,accordingto JohnCaplesin TestedAtlv-ertising

Methods,is one thathasone or more of thesefour elements:

l. Self-interest
2. News
-1. Curiositv
4. Quick and Easy Way

I'd ltgrcervith that- Flor,vcvcr.I lvoLtldnrodil'ysell-inrcrcstto sell--intcr-cst/his

Dr.r'isc,r
pronliscson thc list. hr otlte'rlvords.a big bcncllt or bcltcfitsto thc readcr. (Actu,lly.
thcv'rc
really one itr the same. lvfakinga bie pronrise(s)to the reacleri,r appealinr to
their sclf-intcrcst.)

Ancl. I believe that the best headlincsrrt: oficn a cornbinltion of pearlv evcry
elcrncnt.

Let nrc give you as closc to a pcrfc'ctexample as vctu'll evcr rcurl. Hcrc.s e
hcacllinelitr a _oolf.
instrur-'tion
vidco l'roln n-ryfricnd aurl collcagueJohn Carlton:

AmazingsecretDiscoveredBy one-LeggedGolfer
Adds 50 YardsTo your Drives,EliminatesHooksAnd
slices...And can slash up To 10 strokesFromyour Game
AlmostOvernight!
Firs1.this ad ransuccessfullv
for somcthinelike 10 years.It u'asa bis rvinner.So Iet'sbrelk
il rkrrvn.

Let's sce.ithas newsvalue..."Arnaz.ing SccrctDiscoveretl".It liasself-interest,/bis

promiscs-. - "Atltls50 YardsT'oYour Drivcs.EiinrinatcsHooks,qnaSti.'..t-&-x1 C;
SlashIJp
T o l 0 S t r o k c s F r o t n Y o u t ' C i a n tAcn" .d . i t h a s a q u i c k a n d p r c s u m a b l y e a s y w a y . . . . . A l n o s t
OvernighLl"

It alsohascuriosity..."Onc-f_eggecl Golf-er".Jolincallsthisthe..Hook...(Actually,
"Anlazing SecretDiscoverecl By One-LeggedGolf'er"is the hook.) The hook is the little human-
interesttidbit or storythat makesit almostimpossiblenot to read. After all. coukj you
resisr
readingthisif you werea golf nut? I seriouslycloubtit. (N{oreon "Hooks"latcr.)

So, it's no wonderthis headline(and ad) was sucha big success.It captures-according
to
Caples-every elementof a goodheadline.However,thai's not to say you can,t
do well with
Icss' But, almostalways,acornbination of elementswill yiel<lyourblrt result.Herearea f'ew
morewinningexrmples:

Horv To CollectFrom SocialSecuritv...

At Any Age!

ChapterI -2
 Written by Garv Halbert. This headlineprovidesbig promises.And somecuriosiry.

Do You l\Iake TheseMistakesIn English?

Writtcn by Max Sackheim.This ad is onc of the mostsllccessfulspaceadsof all tirne. It ran
in variouspLrblications fbr -10years. In ail that time, nobodywas ableto write an ad that
producedmorcsales.It rvrtrkcclbecause thc headlinepromisedsoliclinf'ornntionin thebocly
c o p r ' .s e l t - i n t c r e s t .a.n. c l . .a. l o t o 1 ' c r t r i o s i t vP.e o p l c . j r -hr satctl g k l t o r l , ' u y h itcl fh" t h e s e "r n i s t a k e s
thcy nriglitLrcrnakins.By therva,V. "thesc"is the key r,vord in thtshcadiine.In split-runtests.
this hcadlinefar ortt-pLrllc-d thc heatlline.''Are You i\l'raidOf Makinglvlistakcs 1t llngiish'7.'
'lhe
[,azy Nlan's Way To Riches!

Writtcrlbv Joc Kitrbo. Big prorlisc.cusyrvavandcuriositvall u,rappcdup in a tighr,succinct

tr words. No u,tlnclerit rvorkeclso
ucll. l'his fr-rll-page
ad rvasso succcssfirl
it sold2.786.,500
sclf-published booksof the samenilrncr beforcJoecliedin 1980.

Also. (iar1'ilalbcrt (they \\'crc I'r'icrrds)

told rrie that Joc ccirrldnrn t h i s a d s o t n c l h i n ol i k c t h r c c
tinrcs ir rveek in the la.r ,4n,qelesTime.s.e\,erv week, anclstill makc a h c r l t h v p r o f i t . W h i c h i s
tmlv arnlzing.

Another point: A good tcst of 1'ourhcadl.ineis to ask voLrrselfthis s r l r r p l er y u c s t i o n :

"Coukl I remove :rn1'of the lyords in nry heacllinc

w'ithout changing its meaning or impact?"

Il'lhe ltnsvu'eris yc:;.,vounced to rvork on it sr>rrre

ntore. Il-thc answcris no. likc in the
e-xantplcs above.you're on the right track. This tcst cloesn'tensurc
1,ourhcadlinewill be a
l'n'inner...but... it's a qualitv Vou'll frnd in alrnostevcry winninc headlineevcr createtl.

I couldkecpgoingandshorvyou literallyhurrdreds of exarnples.Br-rtthere'sno ncecl.Just

knorvyou needto try and get ascloseto usingall the elementsof a goodheadlineas possible.
Hou'ever.you won't alwaysget there. And you clon'thaveto. Peoplehavemuclefilrluneswith
heatiiinesthat wcre "good enough".

Three Proven Shortcut Formulas

For Writing Super-Effective
Headlines
Now thatwe've coveredthc eiementsof gooclheadlines... I'm goingto give you some
shortcutmethodsfor writing super-eff'ectiveheacliines.This will saveyou the time and
frustrationof trying to "create"vour own. The first wav to do that is...

HeadlineTemplates

Chapterl-3
 This is fast,and it's simple. What you do is takea provenheadline..,onelike:

They Laughed When I Sat Dorvn

A t The Piano
But WhenI StartedTo Plav!
The templatefor this headlineis:

Thel' LaughedWhen I But When I

Ntlrv. ltovuclo voll tlsc that firr rvhat vori'rc seiling'l Lct's sav it's a nroner,-lnaking
o i r p o r t u n i t V l. l e r c ' s h o r v v o i r ' d f l l l i n t t t eb l a n k s :

They Laughed When I Quit NIy Jolr

Ilut lVhen I StartedNlaking $10,000i\ Nlonth
Part-Time From Flome!

Lct's tlv anothcrprovcn hcaclline

:

Who Else Wants A lVhiter Wash With No H'rd Work?

T h e t e m p l a t ei s :

Who EIscWants.\_With

Again.lirr a nrrtnr._v-itraking
opportunitvu,ccoulclsay:

lVho Else lVants A Six-Figurc,

Part-Time Income With No Hard Work?

A n d o n a n d o n . A t t h e e n d o f t h i s c h a p t e r t h e raer e 2 g g p r o v e n h e a c l l i nTehs e. r e ' s a n

cxerciseI wantyou to completewith the headlines thatI'll tell vou abor:tin a minute. While
doingtltisexcrcisc,you caneasilycreatetemplatcs(like thc oncsalrove)at the sametinre.

Horv To... If/Then

If you're everstuckor needa headlinefast...just startyour heatllinewith "How To,' then
give a benefitor benefltsand a quick, easyway. The curiousthing aboutthis shortcutis... the
headlineyou createusing"Horv To" will often work betterthan any otherheadlineyou could
dreamup. Also. I'm jumping aheadherervith the "IflThen" thing. This is an openingsentence

And it goeslike this:

Chapter1-4
 If vou'reinterestedin_, then this is goingto be the mostexcitingmessage
vou'll el'erread!

Here's why:

This is nty favoriteopeningsentcnce(actuallysentences).

Why'/ I t ' s s i n r p l . . B
' . e c u r r si te
works. And it worksbetterthanalmostanvthingelseyou can use.

A n v u a v . h e r e ' sl t t t u , ' \ ' t t u

t t s ct h i s s h o l t c u t . l - h i s t i n i e l e t ' s s e l l a s c r r . i c c .H o w a b o u t
'.)
outcall manicuringscrvice That is. thc manicuristgocs to their horne.

"Hory To H:rl'e 'AlrvaysPerfect'BeautifulNails That

Are T'hcEnvy Of AII Your FriendslVithout
Ever visiting i\ salon...And... without The High prices!"

l 1 - y o t t ' r ci t l t c - r c s t ci tnl l t l r r i n r v o L t rn ; t i l sl o o k " a l w a y sp c r f ' e c t "r ' u ' i t l t t ttuhtc t i r l c c t r n s u r r r i p g

h a s s l co l " ' ' i s i t t n ga s : l l o n . . .a n d . . . a t t h c s a m et i m e , s a r , ' i n ag l o t o 1 ' l n o n e vt.h e n t h i s i s g o i n g t o
be the nosi excitins ntessa-sc ),or,r'llcvcr reacll

I lcrc'slvhv.

I-lllt u'asa big strctchfil-rrc. I knorv notlring ahoul this sgrt of t5ing. Fgr all I kngw'.worren
u'ould rathcr visit a salon.and don't nrind thc cost. But I'm just using this example to prove a
p o i r r t . A n i l t h a t p o i n t i s : I f t l t o s cl r c n c f i t su c r c 1 h cr i g h t o n c s . . . t l r i sn o u l d w o r k . A n r l
'robably
u'trt'kvcry well. Also, ['ttt sltou'ing]'()Llhou,elrsy this fbrnrulacan lrc adaprecltg learly
anvthini.

Reworking Proven Headlines

This is similarto tlsingtempliites.I{owever,I havea specificprocessthat makesthis niethod
ultra-porverful.In thc ncxt chaptcrI'll revealmy process.

But first, thete's an exerciseI want yolr to complete. At the end of this chapter there are 299
pro\cn hcadlines. These are winning headlines l'roni my private filcs.

Fiere'swhat I want you to do: Go to your local office supplystoreand get 600 or 700 3x5
indcr cards.AJso,get at leasttwo inclexcardboxcs to hold them. Then,I want vou to write
evelv one of my provenheadlinesdown on thosecards. One headlineto a card.

Plc;lsedo this. It is EXTREMELY important. It will insrainin your neurologv'n,hatit's like

to r,r'riteworld-classheadlines.

Chapter1-5
 I know it's a pain. But I neversaidbecominga world-classcopywriterwould be easy. I just
saidI'd showyou how."... in the fastestamountof time humanlypossible!"And that'strue.
But it doesrequiresorneeffort. so pleasedo the exerciseafier you tlnish this chapter.

TIP: You don't haveto do this all at once. Do so nlanyheadlines

a dav. Say20. or 2*5.or 50.
Or settintegrtals.l -5minules a day. 30 minutesa dav. Whatevcr.Justpick an arnountyou can
do everyday and stickto it until you'vecompietedthetask. Onceyou'redone,storethemin
oneof theboxesI told vou to buy.

Also remetnber. you cal.)startmakingup voLlrheadlinetenrplates as vou'redoingthis

e.rercise. When votl scca hcrrdLnt- thatis u gooclcuntlirlatc rvritcit down ()nrrn
lor a tcrrrplutc.
ilrrlcxclrrd. Sloreyour tt-nrprllttc
clrrcls
in tlresccondhox. \'ou u.'lLntto kecpthescseprrrate.

One rvarninghere:Theseformr:lrsr.r,ork.ancioften help vou cl'eatea n-iuchbcttcrheadline

ihattvou crtuld"clrcatlup'or1 yollr o\\'lr. r\nd certainly.lhcy help vou spccdup theproccss
grcatly.

llowevcrplcasehccdthis lrlr icc ll'onr.lohnCaplcs:

'Ihev
"Formulas shouldnot be usedas a substitutefbr original thinking. are merelv a
guide to get your mind n'orking in ch:rnnelsthat havepror,edprolit:rble. You shoulclnot
u s e f i r r m u l : t s e v e r v t i n t e v o u r v r i t e a l r e a d l iInl 'e1.o u d o . r ' o u u ' i l l n e v e r i n v e n t a n v t l r i n g
new. Perhapstlre bestserlice the formulas can render is to hellr t,ou rvhenyou havetn bat
nut :rn advertiscnrcntquickl;'."

Ncxt chaptcr.*'c'il look at sollterrorc tcchniclurcs

lor creatinshcurllincs.lncluding,onc of
tlte mostpon'erfullrcad]inctechniclues knor,r,n
to ntanfor gcttingpcoplettt rc:ldandrcspontlto
l'orrratJl'crt
ising.

For now. I r.vant

to cover...

How Your HeadlinesShould Look For Maximum

Readership/Response- The Basics

Fonts
This is no placelbr an in-depth,technicaldiscussionof typeface,type font or type family.
Besides,you don't needto cloud your mind with all that minutiaeanywav.

Flere'sall you needto know...

In choosin'vour headlinefonts(thelook of vour individuallctters).I suggcstyou keepit

sinlple. I personallyuseone of two lbnts onlv on headlines.EitherTimes New Romanor Arial.
(Helveticaand Arial arenearlythe same,so Helvetica'sfine, too.)

Chapter1-6
 Here'swhat a TimesNew Romanheadlinelooks like:

This Is A Times Nerv Roman Headline!

Hcrc'srvhatan Arial heldlinelookslike:

This ls An ArialHeadline!
Norv the ciiltcrencein thesefbnts is. Timesis a seril-font... and,{rial is a sans-serif fbnt.
i \ l c r , n i r rTsi n r e sl i a sI i r t l ec u r l v - t y p teh i n g so n c a c hl c t t e ra n dA r i u ld o e s n ' t .Y o u c a r ru s cA r i r l
fbr :rca,llina c sn t ls u h l raed s . . a . n d . . .it nrlrr,'cvcn l"rceasicrto lcatlin lur!'c-ll'pe. Ilou,evcr,Tirnes
wil rvorkjust l'ine.

\o. il yott u'iult t() tttakcit ttltrl sillplc. usL-i.lTilncs Ncl'u,Rorr.uur

litnt fbr all vgur ltcadlipcs

Font Color
's
{lcre another\\'ayto ntakeit siurplc.Do all yoirrheadlines in bold,blacktype. Like This.
llc-:.)i)u can useothcrciarkcolors. Br,rt.v o u c a n ' ts o \ \ ' r o n gu i t h b l a c k . . .E V E R I

Font Size
I don't hur,crrr.rv harcl-untl-tirst rulcs on lliis. I use unywherc lrorn 1-1-1'roint ttt 36-point on thc
n r . r i nh e a d l i n c .R a r c l , i , d oI g o a b o v co r b c l o w t h e s cs i z c s . r \ n d I pnrbablvusc 28-point on the
a\enigc. FlonestIr'.I.jLrd-uc this-subjcctir,elv-on how it ltioks l'hat is. I chlnge the firnt size
I ' i ' - - .r i x o r r l r o r ct i n r c s . . a. n d . . .e u c ht i n r eI n r i n t i t o t l - a n r {l r k c a l o o k . T h c o n c t h u t I t h i n k
I o , k s b e s t! ' et \ u \ c ( 1 .

Just makc sure you print o11'yourhclrlline exactly how it will look in your:.rdor saleslettcr.
Y ri can't tcll by looking at it on a computcr':jcreen.T'rustme. Quite arvhileback r',y printer
br ke, and I couldn't alford to buy a ne\\,'one-I was erstruggling copyu'riter-so I turned in a
pr ce of finished copy that looked sreat on mv complrter screen. But rvhcn I sarv the mailing
prtrrc... well, it lookcd like hell! Thc hclidlinc was wily too small, and it ntadethe lirst page
"lr;t)k" very hard to read. Don't make this nistake. Alwavs, alv,a),s,proof your
copy as it will
look when printed.

ALL CAPS.lower case.or First Cans

Don't put your headlines
in ail capslike this:

HOW TO SCREWUP A HEADLINE!

It rnakesthe headlinehardto read. (A word or two in all capsis fine... but not the whole
headline.)

Chapter1-7
 It's is okay. horvever,to put your headlinein lower caselike this:

How not to screw up a headline!

B u t m y p r e f ' e r e nicsef i r s t c a p s . m
. . e a n i n g t h e f i r s t l e t t e reovfe r y w o r d i s c a p i t a l i z e d .
including. "And", "The", "Or", "To", "A", etc. Like this:

Horv To Format A PerfectHendline!

uotesAnd Punctuation
You shoulclput quotesarounclall your headlincs. why? BecauscI say so. JLrstkicltling.
;\ctrr:.illv.hcrc rue acoltplc ol'statisticsI're reatl. David Ogilvy in his book O,qilv..t
orr
,Atlrerli,sin,qsays."Whclt vou pllt a hcrirllinein quotcs.rcctll uocs Lrp-18,1." Anothcr stat I reafl
says,"...heacllines in tpote-sreceive2E,;.imore attention."

So. pLrtr,'orrrrnaju heatilinesin 11uotes...

il irrcr-cases
resp()ltsc.

By the wity. even thou-ehI hll'cn't talkcclabout lcacl-in/supr-rscript heldlincs, and subhcatls'
b c l t l v u ' v o t tI rl t a i nh c a d l i n e s( l i l ' i l l I u t c r ) . . . I ' r , e s a i c e
l l s e u h c r c .t h c v s h o u l cbl c i n c l u o t c sa l s o .
A n d I ' \ ' e e v e n s u s g c s t c dn o t c l o s i n gv o u r q u o t e su n t i l t h c l r s t s u h h e a d .l c l o n ' t d o t h a t s o r n u c h
a n v l n o r e . . .I t l o n ' t f - c c il t ' s t l t a tn e c e s s l r r vS . o - j u s tr n a k cs u r e , \ ' o u nr r a i nh c a t l l i n ch a s q L l o t e
nlrrks lrroundit.

As far lls pllnctttation,I almostalwuvs use an exclamationpoint at thc end of'my hcadlincstbr
cnlphasis. Tcd Nicholas;.tclriscs tliat vorr shorrldnot pultctLratc at all c.\crcptrr,,hcnlrskinga
tlttcstion. IIc savs."A period callscsa rcaderto pi.luscantl possihly stop reaclinganv further." I
agreewith that. Certainlv.a period is bad. I don't knorv aboutexclamationpoints. It hasn't hurt
'fhe
mc ntuch. Srl it's yttur cltoice. onlv unsner is to tcst it lirr yourself-.

Leneth Of Headlines
Shortheadlinesor long headiines.The arsumentis that shorthcacllines havea betterchance
of gainingattentionor stoppingthe reader. One direct rnarketinglegendalwaysusesreally short
headlinesin his ads. Like 3 or 4 worcls. He submitsthat the onl.vjob of thc heac'lline
is to .stop
the reader/prospect
and get thenito readthe first sentenceof copy. I clon'tagreewith that
completely.You can,and I believeshould,do more.

Anotherdirectmarketinglegendadvisesthat you shouldneverusemore than l7 worclsin a

headline.That,basedon ftis tests,he's neverbeenableto makemore than l7 work. I believe
him 100%. However.thatdoesn'tmeanmorethan l7 will not rvorkunderanl circumstances.
(Note:This underscorcsthe impor"tance of testingand getting),ourown results.)

Chapter1-8
 ln fact,there'sproof right herein this chapter. It's JohnCarlton'sheadlineon page2. It
c o n t a i n s a w h o p p i n g 2 3 w o r d s . . . a n d . . . i t r v a s a s m a s h i n g sA
u cn cdet hs as t. ' s n o t c o u n t i n g t h e
lead-inand subliead.Includethosein the count.and you add another82 wordsfor a srandtotal
of...
1 1 0W o r d s !

Anotherof Jtthn'ssuper-successf'ul adsi haveherein my handshas32'uvords in the main

headline...and...anclther
98 in the lead-inandsubheadlbr an astonishin{:
totalof 130worcis!

And John's no one-trickponv. He has w'rittcnscorcs. actuallvhundre

ds ol'',r'innins
adsand
saleslettcrsrvith this Lrltra-krns
headlinc approach.

S o .t h er c ' sn o p c r t c c lt e n g t ho r l i n r i t . . .s l r r t rot r l o n g .

Hr-rc's q,hat I do: I usc us ntanv u'ortls ls I ncccl. Antl I alrnoslllwavs nccclrnorc ttltn a 1erv,
a n t l o f t e n .n i o r c t h a r r1 7 . B y t h e w a y . I ' r c s c c n J u v A b r a h a ml i l l L r pt h r c e, 8 - l l 2 x 1 l p a l c s i n I
s a l e sl e t t e rr v i t h t h e h e a d l i n ea n d s u b h e a d s . .a. n d . . . rlo it successfully.Dan Kcnncclv'sanother
pro rvho uscs-sucrcesslirlly-really lonl hcatllinesiu tlircct nlril und sDace-

So bervareof the dogma out there conccrning headlines.Winning heacllincshave becn as

s h o r t a s o n e u t t r c l . . .a n d . . . a s l o n q a s l ( X )o r l n ( ) r c .

rl I

Quick Summarv Of Kev l,ointsIn Chapter l:

l. Theheadlineisthesinglemostirnportrntpartofarrvtd'ucrtisementorsulcsletter

2 . A g o r l d h c a t l l i r t e c o t r t i t i t t s o n c o r r n o r c o l ' t hf b
euse
rclentcnts:(l)Scll-lntcrcst/llir:
( 2 )
P r o r n i s c ( s ) . . . N e w s . . . ( 3 ) C - u r i o s i r y . .(.; l ) Q r r i c kr r n t lE a s vW a , r ' .

3. Ther"pulling po\\'cr" dill-erencebi:tween a so so headline anrl a srt-.atr)nc c:rn lrg a5 lli*1',

as 2l tirles. 4 to 5 timcs diflcrcnce :s not uncorltnton.

Headlinetestquestior:"CoulclI removean1,of rhewordsin my headlinervithoul

changingits meiiningor irnpact'1"If ycs, needsntorework.

5. Threeprovenshortcutformulasfor rvritingsuper-effcctive (1) Headline

headlines:
s... (2) How To, It7Then... (3) Reu,orkin{provcnheadlines.
Template

6. Put your headlinesin Times,Arial or Helveticafont. Use bold-blackas color..Size

from 24-pt.to 36-pt. Put your headlinein quotes.Capitalizefirst letterof everyword in
headline.

1. Goodheadlinescanbe shortor lonq. However,don't put a muzzleon vour "in-print"

salcsman.Not evenin the headline.Use enoughrvordsto saysomethingmeanrnsfulto
your prospect.
lr I
L---
-__J

Chapter1-9
' \'
 299Winning HeadlinesFrom My PrivateFiles!
Here'sthe exerciseI want you to do: Copy theseheadlines(below)iiown on 3x5 index
cards...oneper card. Don't forgetto makesomeheadline templatesat the sametime. Then.in
chaptcr2. I'll showyou how to usctheseprrrvenwinnr'rsto quicklvandeasilvwrite your own
winners!
'fo
I'iorv Win FricntlsAnd InfluencePcople

FlorvT'r N1akcPeopieLike YoLr

2-56'l-tstctl. Prtivcn.SuccessfirlDirectNlail Technirlucs... lrirsttirnc:told secrctsby onc of

America'stop directrtrailpnrf'essionals. L,schis proventechniques thatprotiucedup to
$10,0(X).000.(X) in busincss-- all bv nrtil. l-earnhorvto adapttlren'rilliontkrllrr lcrtcrro your
o u ' np l o i - i t

I{crc l- IIorvTo HaveYrturOrvnCash-ln-r\d-,,ance Mail OrdcrBirsiness.Lrsingthe ncu,I)rofir

R c p o r ie n t lf i r u rD i r e c tN I l i l G L r i t l e s .

Woui,i [-.pTtr S1,000.00A Dai' In Y1lurO',r'nMail OrderBr,rsincss In yolir

\{akc A Dil'f'cr,;nce
I'-rttut'r'.) ()f CotrrscIl \l'oLrld.And tlrisnc',vCash-ln-Advancc
\lctlrorl(lurrPnrcluce LJpTir
S | . f) t l t, . ( ))(i n s l r i c sl i ) r _(\) u .

Tlic NlostExpensivcNlagazine In The Worltl. Yct O'','er'+0.000

Brrsincssnrcn
BLrv11Everv
i V o r r l ' , .W h y ' . )

I'nr No Financiullirpert. That's\\'hv I Necil Rurons.

Can ) oLrrChild ReadTheseWords?

F{ou fo l}catIIigh Conrtnission

RatesWithout llcsortingToA Rarc-Boncs
Discrruntcr-!

Two DangersYou Face- And How PersonalFinanceProtectsYcu AgainstBoth

If You RcadMusic You'll Love Our Mrglzine

why A Hard-NosedMillionairewill Pay You $'1.50JusrTo RcadA Magazine

Right And Wrong FarmingMethods- And Little PointersThat Will Increaseyour profits!

Now Any Ar-rtoRepairJob Can Be "Duck Soup" For you

It's A ShameFor You Not To Make Good N{oney- WhenTheseMen Do It So Easilyl

"YoLrKill That Stor-r,- Or I'll HaveYou Rr-rnOut OI'The State!"

67 Reasonswhy It would HavePaidYou To Answer our Ad A Few Months Aeo

C h a p t e r1 - 1 0
what Everybodyought To Know... Abour This StockAnd Bond Business!

A WonderfulTwo Years' Trip At Full Pa1,- Br-rtOnly Men With ImaginationCan Take It!

FreeBook - Tells You SecretsOf BetterLarvnCare

GreatestGold Mine Of Easy"Things-To-Nlake"Ever CrammedInto One Big Bookl

Wh1'ln l-hc World WoLrldYou Want fo Rcadl'his Ad i\ny f;nlther...Knowinglt ivlitht Cost
'fhe
YoLr$ 100 At Vcrv Leasr'/

YoursFrce - IVIyGili'l-o Youl

StartYourself On A Lif-etirne
Of Winninc At Poker

I'o The Mcn & WontenWlio Wanl 1-oQuit Work Sonteclayl

Yott Don't KncxvNIc.I Rcalizc...But I Want You 'fo HavcThis Rcl'orcIt's l-oo Lete!

Would You Like To Earn $-10.000

A Dav'l

What'sWrong With l-his Pictr,rre'J

An OpenLetter'fo Thc Readers

Ol'Thc New York T'imes. [Jl' ^\orm;.ln
Cousilts

How I'o Discoverr'l'hc

FortuneLvin.'llicldcnln Your own Flornctow'n

'f -l'o
I'd Likc l'o Give his M v F c l l o r .N . h i l e I ' n r S t i l l r \ b l c' f o } I c l p
v { r i n . .w

Here's Why This Rare$3970FlankAaron BaseballIs Yourslrreel

ln May l92l William Allen White Wrorc:This EditorialAboutHis l6 year Old Dar-rghter.
Ir
MadeNcwspaperHislor1,.

Which Of TheseQuick Money PlansDo You Prcl'erFor FREE!

What Will You Do With Your FirsrMiilion?

New Diet BurnsOff More Far Than If You Ran 98 Miles A Week!

Caution:Don't Let This ProgramMake You Too Thin.

Doctor DiscoversThe CelluliteDissolver

Reducewaist, Hips,Thighswhile You sleep without Diet pills or Exercise!

Chapter1-1I
Men & Women ShedUp To 20 PoundsIn A Week - 50 PoundsIn A Month!

Thousands
AcrossThe NationUsingOhio Man's Sure-Fire
Way To Get RichQuick!

How To Br"rrnOff Bodv Fat.Hour-Bv-Hour!

The ChineseSecrets
Of WeishtControl

An Announccnrcnt
Of lmnortlinceTo Business
Men

Tiri. FreeSlrnrplcLcssonWill Pror.'e

TlratYou Cun RccomcAn ExpertAccounlrrnt

Ai'.'You A BLrsincss
Cou,ardl Anclf)oeslt Show In Your Pavchcck?

Tl, 97-Pound W c r k l i n e . . .w l r o B c c u n r c" l - h cW o r l d ' s N { o spt c r . f c c l lD e cl al n . " ' . 1 ' l l

v cr.,elopN
Pr, ;c To You [n 7 DavsThat YoLr,Too. (]an Bc This Ner,vN4rn!"- Clharlcs Atlas

l 5 \ l i n u t c sA D a y ' l G i l ' eM c J L r sTt h i s A n d I ' l l P r o v cI C a n\ { a k c Y o u A N e r vN l a n l

"I ,,asforcedto sit alonewhile evcrvonelaughed."ByJanetlVlcBarron,

N,1.D.

in -2 Secondsr\l'terEntcringBloorlstreurtr
Anacinls Spccdingltclief I'o Your NcrvousTcnsc
[]e .tlache

Hr v I St:rrtcdi\ Ncrv t-if'cWith 57l

'f
D, ,ble Yr:ttr Nloney Back If This Isn't The Best Onion SoLrpYriu Ever astcd

"l :anrblcclA PostageStanrpAnd Won $-l-5,8.10

In 2 Yearsl"

Hc ,th And Bcar-rtyIn l5 Minr-rtesA Dav. Kcep Slender, Rldiantlv Healthy This EnjoyableNcrv
w'. I

Ar. You More ThanJustAnotherPrcttl"Face? GcnerousCreativeBusincssman

WantsTo Find
A I j,rt.SexyWonranWith A GoodSenseOf Flumor

Actor GeorgeKennedyBecomesNer.vFatherAt Age 7.ll

Five New Ways To Whiter, Cleaner,SaferTeeth- All Late Discoveries

Horv To Buy A ChevroletWith $5 Down

The Most ComfortableShoesYou've Ever Worn Or Your Monev Back!

Horv A N{anOf 40 Can RetireIn 15 Years

Chapte1
r -12
How I RetiredOn A Guaranteedlncome For Life !

How To BccomeA MasterOf English!

Headaches, Sick Fatigue,BadBreath...TheseAre SomeOf The Pcnalties

For Neglecting
IntestinrlToxicitv

This Fr -' TestHas BroughtPrettierTeethTo Miilions

"They' .: TripledYour Salary,Dear"

Thel'( 'rnedWhcn The WaiterSpokeTtl Me In French- But Their Lau_clhtcr

ChangedTo
Amaz ;nt At Mv Reolv

Tooth -'JavExplained.How GermsPierccThe Flardest

Substance
In YotrrBoclyAs SurelyAs
A Dei ''s Drill. By Ira DavisJoel.8.S..M.S.

"I'd I To l(norv That Man!" Of CourscThey Would. El'crvoncWouid Like To KnorvA

Man I irilliant,So Enterlaining.They SeeHorv Intcresting
furd Well-InformedHe Is But
They r't Know The StoryBehindThe NIan.

Bass1 ,-'rman Will Sav I'm Crazy... Until They fry ivfv NIcthocl!But. Atter An Honestfrial,
If Yo, At All Like The Fe"vOtheriV1en To Whom I'r,.eTold Mv Secret.You'll GuardIt With
Your : Breath!

"550t rrsIn The Air TaughtNIe About Motors" "That'sOne ReasonWhy I BoughtA Nerv
1936 routh"

Ilow rss Of WaterCanHelp You B"vA BetterMattress

Hovu' .rnOf 40 Can Retire In 15 Years

How amePopularOvernight

How roved M.v Memory In One Evening

Get \ irirstBook Free- For The Book-Of-The-MonthClub

Do Y' IakeTheseMistakesIn Enelish?

They hed At My Idea- But It IncreasedMy Pay $8000A Year

T'hey hedWhen I SatDown At The Piano- But When I StartedTo Play!

Now I )avs Of Driving On A SingleTank Of Gas!

Chapter1-13
 Now! Turn Your WasteGasInto SuperPower!

To PeopleWho Want To Write - But Can't Get Starteil

How To Get A Guaranteed

IncomeFor Life... To Men Ol 40 Who WantTo Retire[n l5 years

28 lvlinutesTo A Supercharged
Brain

PlavGuitarIn 7 DavsOr Your Monev tsackl

On OathTellsHer SecrctOf CiainingWu'i,'ht...AnneJohnsonSrvcarsBelorc Notiirvpuhlic

Warningl Silvelton'sAre The Only l'ircs With The Lif-c-Saver

Coldcnplv

I n 2 8 M i n r r t c sY t l t t ' l lB e i U c d i t a t i nLgi k e A N ' l a s t c rAl s t o u n c l i nSgo u n r l T c c h n e l e gI nvt l u c c s

Altcrcd NIindStatc.InlensifiesPsychicFunctit-rning. And CausesPcakExper-ienccs. S.rne Are
'fo
Calling[t The "Lazy Path" Enlightennrcnrl

Brain BoostcrBrcakthroltghlAstoundingSoundtrlckZupsStrcss.Bt,trstS Bnrinpor.r'er.

Antl
Unleashes Extraordinarvtr{entalAbilities. It's TurningFat PcoplcTirin And Of-flceClerkslnto
lvlcntalN'{illionaires.
By DanaSpotrs

Gas.SaveEngineWith 'Polv'
Sar.'e
'l'o 'Ihe
An O1 r -5.000Neu' Nlcnrbers\\rlio Will Ilring 'l'he NlernltcrshipOl'-l-hcllok-Ol-l-lic
N4onthcJILrb l'housancl. your First Book Frce!
Up.['o one l-lLrncircd

T h c 6 l s s r t e sO I - l n t e r n a t i o n aWl i l t i l i l c N l a s a z i n er \ r c } r r c c .B L r t- f h c O p p o r . t u n i t y ' l ' 6

Cct fhclrr
NIay Not Lust Too Longl

The Lazy N4an'sWay'Io Rrches "N'lostPeopleArc'foo BLrsyEurning A Living'l-o fv{ake

Any
Nlo'^ev"

They LaughedWhenI MailedThis Coupon...But it BroughtMe The Book TharShowedMe

FIowTo Make$10,000A Year!

Gee...I'd SureLike To HaveReaiHe-lvlanMusclesl So Would I, Bur It TakesA Long While.

"Bunk!" - SaysCharlesAtlas "I'll proveIn The First7 Days You Can Havc
A Bodv Like
Mine!"

Inventors-- J6s'yg NeverIIad A GreaterOpportunityl

36 ways To Help You QualityFor'l'he Job you want! Freecareer FactsAbout DiplomasAnd
Two-YearDegrees

How I RetiredOn A GuaranteedIncome For Life

Chapter1-1.1
Imagine Harry And Me Advertising Our Pearsln Fortune

SeeHor.vEasilyYou Can LearnTo DanceThis New Way

Horv To Make YourselfJudgmentProof

Get Rid Of ThatGut

Hor.v57 StartedN'IeOn Thc Road'l'o 93.5.000r\ Yearl

Ho'uvTo AchieveTotalFinancialFreetlorn"MillionairesAre Not 50'firnesSn-iartcr

Than YoLr.
I-hevJrrstKnorvl'hc WcalthFonitr-rlu"

i l o l r ' I ' m G o i n gT o R e t i r eI n 1 . -Y5e a r sO n $ 1 5 0A M o n t h

fo NIenWho WantTo QLritWork SorneDay

I l u y N o D e s kU n t i l Y t ) u ' \ ' eS e c nT h i s S c n s a t i oO
n i T h c B u s i n c sS
sliow'l

GreatNer.vDiscovervKills KitchenOdorsQLrick- \lakes hcioorAir "Counrrl'Fresh"

CrcatcstBiblc NervsIn 3-ll Years

G i r l s . . .W a n tQ L r i c C
k urls'l

FreeBook TellsYou l2 SecrctsOf BettcrLawn Care

Si9.5
An Ikrur!

Hor.vMillionsHaveWon GreaterSuccess
And Happincss

MedicalBreakthrough
OlfersArthritisI-ainRelicl'ToMillionsl I'ry It Frec!

How A "Fool Stunt"Madc Me A StarSalesnran

I{ow A StrangeAccidentSaveclMe Front Baldness

Who ElseWantsA ScreenStarFigure?

How To PayZero Taxes!

How Do You MeasureUp - B), Thc Dollar Sign?

At -
Most PeoplcCanTell You WhereThe IVIonev's But Here'sHow To Get It...

"I SavedSix OrdersAnd Made $90 In One Day... ThanksTo This PocketVolume!"

Chapter1-15
 The PeopleWho ReadThis Book Will End Up With your Money

"If You Hope For SucccssEat For Success

!" . . . Say America'sGreatestMen

FDA ApprovesSaleOf WeightLossPill In U.S.

Now Free! RaisedMv Pay 7}oval rhis AmazingBook ShowedMe How

IIow I Raisecl
NlyselfF-rontFailureTo SucccssTo Selling

To Men Who Want To Quit Work Sonieclav

lftrr.r,I Made A FortuncWith A "Fool" ldca

Wlrri[:lseWuntsA [-iglrterCakc- - In ll;rll"l'hc IVIixing'l'inrc

,',lenWho "Know lt r\ll" Are Not lnvitcd To ReadTliis page

SexSccrctsWornenWish Mcn Kncu,

Ilor,vTo Do Your Christrnas

ShoppingIn .5MinLrtes

ForntcrPlastcrer r\ year
No'uvEarning.S12,000

" l l e r c ' sA n E x t n rS - 5 0 1 "

Llwyer Reveals[-c,ual
I-oopholcsThat lvlakeN{oncv!

18 Fr,rn,EasyWa,vsTo ftarn 5-500Ncxt \\'eekcnd!

. . r y o u r M o n e yB a c k l
i r e n d sT h a tL o . k L o v e l i e Ir n 2 . 1F J o u r s . O
'l
he AmazingDiet SecrctOf A Desperare
Housewif-e

HorvTo Form Your oi,r'ncorporationwithout A Lawyer For under $75.001

ReleasedAt Last- l3l PerfectlyLegal W"vs To Get A CheckOut Of Uncle Sam!

DoctorsProve2 out of 3 women Can Have More BeautifulSkin In 14 Davs!

Is The Life 01'A Child Worrh $l To you'l

A 55.00Book For S1.00

GreatStocksUnder$251

Chapter1-l6
 How To OvercomeThe Body ChemicalThat KeepsYou Fat!

LastMinute VacationDc+rhStealsl

Here Are I 33 SurpriseWays To Get Money From WashingtonD.C.!

A N{illion Dollar Librarv For $2-5

I:at l'o Livc 100Years... Flealth,EtficicncvAnd LcngtltOf Lifc Depencl

On The Foocisyou Ear

F{orvTo Nlaker\ Hit With InfluentialPeonlel

llow I-ittlc SocialErrorsRuined'l'he

ir BigeestChiincc

I'heArnazing"tv-lagic
MLrd"UscclBv r\ Top TV DoctorWho Doesn'tllc-licreIn 1)lustic
5Lrrgery
I
.fhoughts
l - l a v eW i n g s . . .Y o u C l n I n l l L r c n cOc t h er s W i t h Y o L rlr- i i i n k i p g l

Here'sSonrething
Wonderful! You Can HaveThis $10 LadiesDcskOr Lamp AbsolutelyFree

Thc Anraz-ins
Sccrctof i\ NlarkeringGc'niuswho Is Aliaid'l'o Fll'l

HorvTo CollectN{oneyFrom Soci:rlSccLrrity

At Any Agel

gc Educution.
A Ciolle . . 50 CenrsA Weck

.Scicncc
DiscovcrsThc SccrctOl'(larLrso's
WrtnderlulVriice
Give Mc Onc EleningAnd I'll Gire YoLr;\ Push-ButtonN{cmorv

WhatWill Yor: Be EarningOne Year lirorn'Ioday'/A PracticalPlln That Is DoublinsN{en's

.ialerics

How The Next 90 Davs Can ChangeYour Lit'e

HereIs The RealTruth About The Sex Question

ShaveStrokesOff Your Golf GarneIn ThreeHoursOr Your MoneyBack... On The Spot!

The Amazing "Face-Lift-In-A-Jar"UsedBy Hoilywood StarsWho Don't Want plasticSurgeryl

Give Me Five DaysAnd I'll Give You A MagneticPcrsonality...Let Me ProveIt Free

TV Quiz GameTo ShellOut BIG Buck$...Hor.vReeisCanjv'IakeYou A r\{illionaire!

If You Can Lick A Stamp,You Can Lick Your Weight problem!

Chapter1-17
How To DiscoverWhat You Are Really Good At

How To Burn-OffBody Fat...EvenWhile You Sleep!

His LegendIs CarvedAcrossA ContinentOf Ice In This AmazingBook. "The HeartOf The
Antarctic"

SomeStraightTalk About VitanrinsAnd Your Sex Lifel

Frcc Kit TellsPeopleIIow To I'ake BcrrcrPhotographs

D o c sI J n c l cS l r r rO r , v cY t x r l \ { o n c r , \ ' ' r iIr)ro n ' t E v c n K n t t u ' A b o u t ' . )

WARNINGI Don't EvenThink About LjsingAny NutritionalSupplcmenrs Lintil You Reacl

i'his...
\n OpenLetterTo EvcryBotlybuilderWho SccretlvBclievcsThatlvkrstNutritional
Supplenrcnts
Are Garba-ee
I

Gct Rid C)1'

NlonevWorricsFor Gootl!

Biggcr.Bacltler AnclMelncr \{en Than You Are BeingSentTo The FlospitalAntl TIrc
(iravevartlErcrv Da1'...Bccattsc'flrcv,\ren'tPrcparc<l
fbr-l-odu1''s
f]xtrelncAnd [,'ncxpcctcd
V i o l c n c cI

Y o t t A r e N o t P r e p a t ' cl rctlt r ' f h cE x t r c n t t ' V i o l c n cOef ' l ' h c" N c r , v (" ' r i n t i n a l sO u t ' f h c r c l

F{orvInvestors
Can Save70% On Clornrnissions
This Yciir
'fhousr"rnds 'l'hey
Now Plar,Wlro NcvcrThou-sht Could

Whenf)octors"FeelRotten''This ls WharThcy Do!

Which Of TheseFive Skin TroublesWould You Like To End'l

Who Elsc WantsA Whiter Wash-- Wirh No Hard Work'/

You Don't HaveTo Be Rich ro Retireon A Guaranteed

IncomeFor Life

The News SpreadSwiftly About.The FlealthValue DiscoveredIn JapanTea... A Safeguard

AgainstSeveralCommonAilments- A PreciousFood Element- HasBeen FoundIn This
FamiliarTea

POWI ReneRussoFightsOff Real Lif'e Kidnappers

The Royai RoadTo Riches

Chapter1-18
The EasiestMoney You'll EverMake... BelieveIt Or Not... It's True! "I Made$35,000ln Just
1 Day At Home In Bcd With The Flu"

Let Me MzLkeYou A New Face. I Can Do It. I HaveBeenDoine It For 20 Years.

ANL\ZING SAI-E! World-Fantous PockctSericsOlferedUntil April 30 At Sensational

ReductionlSizeOf Books3 l/2X 5 Inches.BooksPrintedUniformiy,Bounciln HeavvCard
Stock. You lvlustAct BcforeMidnight i\pril 30, 1923

fhe UltimateTax Sheltcr

B 1 , T e dN i c h o l a s

"Wc're LookingFor PeoplcTo Write ('hildren'sllooks"

Accorcling To A ReccnlNationu'iclc
Survcr':i\4oreDrtctorsStirokeCanrels'fha1Apv Other
('igarcttc

'[o
A $l -5.000
N{anWlro\\'orrldl-ikc To Be N{akins:1i30.(n0

l'he Most comfbrtableshoesYou've Er cr worn or your Moncv Back

l l o w W e R c t i r c dI n l - 5Y e a r sW i t h 5 3 0 0, \ N 4 o n t h

- I'rn NlakingRcll Money Nou,!"

"lk:re's An Extra$.50.Cirace

-froublcs--
Irive ltrarniliar
Skin which Do YoLrwant'l-o overcornc'l

FIc'rc's
A QrrickWav J-uBreak[-rp;\ Coltl

fhe Hor^"-To
N{agazinc
For choosingThe Right Business
To Go Into!

Ot'l-hef)oz-crts
C)fBusiness CovcredOvcr T'heLastYel-, SereralAre probably
Oppoftunitics
JustRightFor You. Subscribe
Now And ReceiveTwo FreeIssuesOf Your Clioice!

Free! Ma_caz.inc
SLrbscription

A FortuneIn FundRaisinglMake Money... HelpingothersMike Money!

$500Million [n Tax Refundsl

WashingtonIs PlayingHob With Your Money. Here'sWhat To ExpcctAnd What To Do About

Itl

Confessions
Of A DisbarredLawverl

C h a p t e r1 - 1 9
 If You Can ReadAnd Write SimpleEn-elish,I'll ShowYou How You Can Make Real Money
S e l l i n gW o r d s l

2 Big DangersNorv FacingEveryUpper-Income American...And OneNervDiscovervThat

Can ProtectYou AgainstBoth, SampleIt. . . Frec!

RememberWhen You Could Have PickedUp A Good PieceOf RealEstateFor A Song- And
Didn't?

IIorv To Out-Srnarr
(RathcrI'han Out-Spend)
The Cornpetition!

s o r r rB u r r kA c c o u n -t
w h c n T h c G o l e r n r n c nFt r c c z e Y w h a t l ' h c nl

\orne GoodNer,r's
AboutThe ComingtslclTinresl

Ilow Y-ouCan Le-crllvProl'itfironr"lnsidcr" InlirnnationOn 'l-heStockI\{lrket!

WaitingFor YottrTax AdvisorTo IIclp You CLrtYour'l'lxcs'.)Ilcrc'sWhy You lvlayI3e

N l a k i n g ' l - hM
e o s tE r p c n s i v cM i s t r r k cO 1 ' \ ' o u rt . i f c !

Thc Five lvlostCostlyiUistakesIn Busincss...How NlanvArc You N4aking

RightNolv'/

A Pror-nisc...
An [.rnusua] (JfferWith A Sligitt
Guarantcc...Antl A DilfbrenrKind Of IIall-,Price
Tivist For ExectttircsWho Seriousl-r,
Planl-o ArlvanceIn Thc Pr-rblishing
Worldl
'l'cn
Scorc PointsOr Bctter - And YoLrClanIluve A 'l'rialSubscription
To U.S.News For N6lv
More Thln It C,'osts
LIs'fo PrintAnci\,lail The Copies!

Il'Well-N{crtnt llas )'our (larneGoingNor.vherc

AtlviceIit'otttF-ricnds ;\nd Il'you'cl Iteally Likc
To Be An Irnprove d N{oreKnowlcdge lble Goller This Year...l'ry Golf lVlaeaz.inc
At Half The
Itcgular PriccI
'fhe
What Has GovernmentDone For You l-ately? DiscoverReason.The N{agazine
That's On
Your Sicle.

Thc First N'{ajorBusinessNlonthlyFor The One Who ReallyMakesIt Happen.. . you !

Calling All OrganicGardencrs.To Try One Of The GreatcstOrganicGardeningGuiclesEver

Written...For l5 DaysFree!
How To DevelopA SilverTongue,A GoldenTouch And A Mind Like A SteelTrap!

How To Wake Up The FinancialCeniusInsideyou

How You Can Beat Hi*ehT.LresAnd SkyrocketingInf'lation

Chapter1-20
 What's Your BestChanceTo Make Money In RealEstate?The AnswerBelow May Surprise
You.

You Can BeatThe IRS - Leeally And Safelv

Ten Rcasons...
Why You FlaveJustRun Out Of Reasons...
For Now OwningYour Own
Business

FiredClerk DiscoversNew N{onevSecret...MakesMillions - AgreesIo Heip Others

The CrazyThing Is Even lf You're l-azv.It Works!

Ilorv 1s t)uickly Lose 10.25, 35 Lbs.Or lvloreWhile Controllingl{ungerSensarions

Narurally
With The HunserBrakeBran Tablet

Newl Your SurvivalGuideFor The 80's

How To Make S100,000 A Year-_ At A RecentRetrnionI TolclA FriendI N1acle $100.000A

Year-I{rd No BossAnd DiclAs I Please'cl.
He Wouldn't Let N'leAlone Until Ife-Had Mv Secret!

Success
Forces-Can You Be Sr-rccesstul
DespiteYourself'JHere'sHow IDid It!

How 1"r,riCan Be Par-tOf The BusinessBoom Of The 1980's

Now. l r"fhe First fimc, You CanLeanrThe Business Secrets

Of lVlaverickNlillionaires...
Men \\ ;,.tStartedSrnall,{nd Nou' Take In Millions!

Whici, if Thesel8 Nloncy-Making Is RiglitFor you?

Businesses

"...Y(-. HaveBeenConditioned
To Live In A MoneyWorltlThatNo LongerExists..."

"...Pal .'-ProofYour Lif-e..."

Yours i' "ee- A Gifl From The RichestMan In The World - The Late J. PaulGetty

Ohio l"j :n DiscoversThe SecretOf How To EscapeThe AmericanRat Race!

Now ! ( )wn FioridaLand This EasyW"y. . . $20 Down And $20 A Month!

Who ElseWantsA ScreenStarFigure?

"ImagineNIe... HoldingAn AudienceSpellbouncl
For 30 Minutes!"

Hor,rTL.eLaSalleProbiemMethod Dor-rblesYour Salary- Why In Six Months' Time Alone As

NIan .r s l,?'+8LaSallclVlcmbers
ReportedDeflniteSalaryIncreases
Totaling$ I ,399.507,An
Ave ,,r: LtcreasePerNIanOf 89 Percent!

Chapter1-21
 The AmazingMoney-MakingSecretOf A DesperateMan Who Almost Lost His Carpet
CleaningService!

You. A Millionaire Writer?

BLryNo Deskt.lntjlYou've seenThe Sensation

of rhe Business
show

HaveYtlu Tried This New "Pick-Up"Drink Irnrmsrvitzerland?Refreshcs Your Mind Ancl

'that
Bodv Alrnt)stlnstantlv.
.. CiivcsYou Energy OutlastsThc Dav... Write For A 3-Dav'Iest

Is ThereA GreatcrWar StoryThanThis'l

'I'o
Horv BeatTensionWithoutPills

-fo
Ilrrv CollcctF-rorn
SocinlSccLrritl,
;\t Any Agel

Horv-fo FeelFit At Any Agel

'l'he -l'o
Sccrct f3cingWcalt]rv!

Madatrl- PleaseAcceptA 7-DavSupplvOf This ArnazingNe.u,, Way Of RcrnovineC-leansing

Crcanl.A War'"fhlt Will l)oublcThc lifl-cctivencss ()1'Your"N,lakc,Llp"... 'fhlt
Will ('orrcct
O i l l N o s eA n c lS k i nC l o n d i t i o nAsn t a z i n g l v . .T. l r a tW i l l N l a k cY o L r S
r k i nS e e n S
r h a d e Ls i s h t e r
Than Belirrc

This GivcsBackTheDavsWomenUscd'l'oLose

T h e N e r vW a 1 ' T oN l r t n i c u rW
e i t h o u tC u t t i n gT h c C u t i c l c .C u t t i n gI { L r i nTs h c C L t t r c l eK. c e pI t
IrirnrAnd SrnoothWithoutCiuttingl

W h i t c rT e e t h . . .I - l o i vM i l l i o n sG e tT h e n t l

OrderChristmasGilts Now - PayAfter January20thl

Horv A BreakthroughCornbinationOf -?Po'uverful

FlealingHerbsCan... I;lushprostateDisease
Out Of Your Body - And TriggerRapiclHealingOf Even The Most Enlargedprostate!

WorlclFaniousStreet-Fighter
Will Give You A FREE GUN... JustTo prove He Can Takc It
Away From You Bare-Handed As Easy As CandyFrom A Babyl

AmazingSecretDiscoveredBy One-LeggedGolfer Adds 50 YardsTo Your Drives,Eliminates

HooksAnd Slices...And Can SlashUp To 10 StrokesFrom You GameAlnrostOverni_eht!

"All Your FancyFightingSkillsWon't Earn You An Extm SeconclAgainstl-his Devasraring

Nelv NaturalStreet-Fighting
System!"

Chapter1-22
 "sure.'. I'll Telr you, Bill, How I
Got This Government
Job!,,
InstantMemory: The New NaturalSelf-Improvement
Discoveryl
only 9 Men In 100NeeclEver Be Bald - Yet 4 Men In 7 Are Bald At :10...This lvlusrGrorv
FlairOr Yor:r N{oneyRefundecl

"I've Gor To Get This Off My Chest

BeforeI Explode!,,

I Iow YortCan PrcifitIrrorrlThe conting Stock

-l'o MarketcirashAnd fjinancialBloodbathrhat Is
Going Be causeclBy cash-RichDrr,rsDealers
Anclother crirninals.,,n,l
Your onc clhanccTo EarnThe llig-eest
i\4.ncy0'yo.r Life!
one Ilrrnclrcd
& orrc tvlcn'sIlcalthSccrctsEvcry NlanShoLrlrl
Knou.
I'd Like l-o Give This To N{1'Fcll.n. \,Ien...while
I Ani stiil Able To Helpl
'lo
IIorv strtrlYortrown Nlailorilcr [:orluncIn Anrcrica
Now with FI{EEInlornntionIrrorrr
T h eO r i e n t !

T'heAnrazingBlackjackSecretOf ,\ t_.sVcgus
MvstcryN,1anl
Readrhis New RookAt our Risk..- It Tells
YoIJ How T. Bccorncpr.sirer.us
Thc SccretTo Bccornrrrg
A \fillionairc ls SirtrplyLJsinc.fheItiglit Worclsl

ITLASI'llExtraNlonev-luakin-l
BotLrsInlirrnration 'festcti
Il-you Ar:t r\t orccl
\ / r r r L ' r L i r \ M.ncy-lVlukcr
That Grrrws Fast... I K'orv Bccausc I
Ou,' It!

'AcceptThis Invitatit-rn
- And J-akcIn tlp To
$1,000.00A Da1,In yrrrr orvn ll.r'c lvlailorder
Bu.sincss
!

FreePlanTells How To Startyour own Business

Firins sau,s
This CatalogueIs yours Free!

I Lost That ugly BulgeIn 2 Minureswitrr This

RedLrcing
Bert
It CleansYour BreathWhile It Cleansyour
Teeth
"I GambledWith 3 CenrsAnclWon
$35,g50In2 years,
"I've Tried 'Em All. But This Is The
PolishI use on My orvn car',... Franklvlills,
Garage Essex

The Tire That EatsBullers

Chapter1-23
 What Do DoctorsDo when They HaveHeadachePain? A Survey
ShowsNlanyDoctorsTake
The Fast'Pain-RelievinglngredientsIn Anacin. In Fact.3 Out Of
4 DoctorsRecommendThis
SameType Relief'fo Thcir parienrs.

How To Make Money Writrng Shortparagraphs

How To Srop\!'orrvinr:

FloivSl0 SpentN,laySaveyou $2.000

" T h e y T h o L r g h t I w acsr a z yT o S h i p L i v eN 1 a i n c l - o b s t e r s A s F a r A s
I . g 0 0 M i l c s F r o . r fi r c
C)ccan l"

C a r I n s u r a r r c c .L
\ to r vC u s [ - l f \ ' , r t , l ' l .rr\ C u r r , l uD
l rircr

f-ar Owncrs...Su."'c
Onc GailorrOl'CiusIll,crvTcrr

Why N{enCnck

I Was Tired of f-ivingon Pcanuts

- So I Startcci
Reatling(pLrhlication
Name)
l 6 S c c r cW
t a - i ' s ' f ol l c a t ' l ' h eO v c r u , e i g hI ita b i t

l6 SecretWavs lo BcarThe FIighCostOf Lii,,ins

Will Yonr ScalpStrnd 'flrc ..Fingernaij

-l-est'.1

I-lorvTo Get RiclOl'i\n InlcriorityCornplc.r

I-Iou,ToGet Your CookingBraggedAbout

H'rv T. Ilave A C,.1. euiet Redr,.nr [i'cn On llot Niglrts

No Time For Yale -- Took college Home By ReadingThe

Harvardclassics

HaveThis pricelessGift -
Thor"rsands But Never DiscoverIt

The SecretOt Making peopleLike you

The Most CompleteAnd Most ScholarlyDictionaryIn The

EnglishLanguage$17.50...
P u h l i s h c r 'Lsi s r P r i c e S
: 90

Chapter 1-24
 Chanter2:

How To write Killer HeadlinesThat

Are ImpossibleTo lgnore! Part II

" T h c g r e a t c s rt i s k o 1 a
' ll is the risk ol'goingunnoricctl."
- - W i l l i a r r iB c r n b a c l i A
. c l v c r t i s i n gc x c c i l t l v e

"Alu'avs bear thescfacts in rninrl. Peopleare hrrrriccl.Thc uvetlge person

\\,()rth
cLrltivatinghus too much to read. 'l'hcv skip three-fiturthsof thc rcaclingnlirtterrvhiclrthcy
pav to get. Tilev are not ,roing ttt rcad ,vourbusincsstalk unlessyou make it rvorth rheir
whiie and let the headlinesltc)wit." - ClaucieHopkins, S<'icrtiJ'ic Atlt'erti,sin.q(Notc: Hc
'I'ltc
wrote thcsc rvorclsin 192-1. pr<tblt'mis nrultipljerla hundr-erl
gr lh6irsancl-lirltl todav.)

pf,lpctull-v. you've aireadl'startedon the exerciseI gar.evou ar thc end of the last chaptcr. If
lIttot-gctst;lrtc(l now.todav!Ilvertil'r'oucanonlvcopvoutfir.,curtcnhcatllincsudtrv...clo
it- Gt-ttingstltrtcdis thc harclcstthing to tlo. [rut also.tltc ntrt,st
itll)(.)rt(yrt
tltirtgtg do.

No'nv.tlnce yotl gct all the heatllint'su,'rittcnckrrvnolt 3x-5clu'ds...here's lrr)*,v'Lr usc tl-r.rn. I
r ' : r l li t . . .

The "No-Sweat,No-Brainer"Wa.yTo write Killer

HeadlinesThat Are Impossible'fo Ignore!
Most of thc tinrc. top copvwrite's don t ntake up lhe "I.-illcr" hcacllinesthey rvrite. No, thcy
stcal them! I do it tot.r.

Let nte explain:

I'm not talking aboutword-for-rvordplagiarizingherc. No, I'm talkingabouttaking already

"proven" headlines(headlinesin directrcsponseatlsthat arercpeatetl
time-and-tir'cagain)ancl
usingthenras a basisfor writinq your headlines.

Here'san exampleof how to do it: Ls['s-en.e again-usc'JohnCaples'fhmousheadline.

They Laughed lVhen I Sat Down

At the Piano
But lVhen I Started to Plav!

Chapter2-1
 This headlinehasbeenripped-off(ethically)maybemore thanany otherheadlinein history.
why? Because it u'orks! I've usedit myself.with astonishing
results.

Any'rvay,I want to makethis a little hard. So, let's sav vou're sellingbaseballbats. How
couldyou "adapt"lvlr.Caples'headlinetor an ad sellingsucha simpleprodpct.

Howaboutthis:They Laughed When "skinny Joe" pulled Out His New

Easton949 Bat... But when He Hit The Ball A Mile!
'fhen
ytlu'd go into the storv. Tell rvh_vthev iaughed. Probablvbccausc"skinnv Joe"
c o u l c l n ' th i t t h c b a l l p a s ts c c o t t db a s cb c f i r r et o s a v c h i s l i l ' c . A n r l t h e v - i u sA
t 2 t , r yn 9 k i n d t i l ' b . t
'fhen
rvould help. you'd go ()t.lttr tell uh,r,this nerv but rnlkcs url\,onca big hittcr. Ljtc. Then
I'oLt'dtcll peoplewhy thev should trv onc too and how to get it risk-1'ree.Etc. Etc.

L c t ' s t r y a n o t h c rc l a s s i ch e a c l l i n c :

Do You l\Iake These

Nlistnkcsin English?

A s I s a i di n c h a p t c rl . t h i s i s t h c h c a d l i n et x o n e o f t h c m o s t s r - r c c c s s l(lill n o t t h c r l o s t
s L r c c c s s f t sr lp) a c el t c l so f a l l t i r n c . N I a x S l c k h c i r nr v r o t et h c h r ' u t l l i n er r n t lt h c u t l . . l u r t r i . . .i t r : r n
lirr.10 \'cllrs... ncarly Lrnchan_gcdl

ytltt adapt this lo u'lrlrt,r'orrarc scllin,I'/ Let's rirt u scr'.,iccthis tirne I-et's
[]orv cOLllcl
'l'hc say
\'ou'rc a chiroplactor'. kcv i.l,onlin tlrc ad is "these". Hou'rbout:

f)o You I\Iake l'hese Costly Nlistakes

When ChoosingA Chiropractor?

T h c ny o L r ' dg o o n i n t h ea d t o l i s t - 5o r l 0 r n i s t a k easn c hl o w t o l r , o i cllh c n r . . .a n c tl h e n . . .

mavbcolt'era lrcc reporttitled: "79 AmazingHealth lJenefiLsOl'Ciiir'practic Care!" That
would leadthemto callingfbr a free examination,Etc. Etc.

Here area few morc cxarnplesfbr diftcrentproductsor serviccs...

Do You Nlake TheseMistakes

lVhen You Have The Flu ?

Or...

Do You Nlake TheselVlistakes

When ChoosingA Health Ctub?

Or...

Chapter2-2
 Do You Make These
MistakesIn Job Interviews?
Enough! I think you gerthe point.

This methodof using "proven" headlinesto baseyour headlines on... givesyou abouta
1,000%betterchanceof comingup with a r.vinningheadlinethan if vou trv to dreamoneup
vourself.

An,: thisis hou,the prosdo it. Not ah,vays.

but a lot of the time.

SO" i hcn it's time to startwriting your salesletter or acl.just rct out vonr hcadlinc carcisancl
shufll ltem like a deck of cards... then... start llipping through them one ar a time.

PL soon your mind r'villstart to catch fire and spark a l-ervhcacllineideas... mavbe even a
full h riine- When it does,,rvrite it dorvn. Flip through
all volrr cards and capture everv idea
you h Then. go over r.'v'hat
yc-lu'vewritten dow,n and start to form some eood heacllines...
until. irugct the one you'rc goine to use-.

I f rhroughmv headline cards even when I alreadv have a headline written for mv ad.
Somc' -'s I come up r.vithan e\/en better one.

A] iou'll'nvant to start collecting all the good headlinesvoll seeancladclthem to your

headl ,:arilfile. One sourceof good headlinesare the littic blur[s on the front covers of
maga s like: Ccts'ntrt,
Redbttr*, Womcur'sDu\, Men's Hectltlt,Men'.EFitne,>^s, Reader's Digest
and li the tabloids like The Nutional Encluirer.

TI . r p l ct h a t r v r i t e t l t o s e" b i u r b s " a r e p a i d b i g b u c k s . . . b c c u u s e . . .t 6 a t ' s r v h a ts e l l st h e

mag'.i :\. In fact. the "blurbs" are often so good... you are usuallv let dorvn bv the contentof
the ar s thev refer to.

Al r goodsollrceof headlines is... directmaii. Get on the mailinglistsof companies

like
Agon ii shing(http ://wwlv.agora-inc.com), phillips International
(http: r w.phillips.com)andBoardroom(http:l/www.boardroom.com).

Bt, : or two of their products.You'll then.subsequently,

startreceivinga literal
avalar rlf goodto greatpromotionsin yoLlrmailbox regularlv.And not only will you get
their i tuff..' you'll get othercompanies'bestpromotions.Why? Becausethey rent their
lists tt st of the other major playersin direct mail.

So. startedcopyingdownthe headlines at the enclof ChapterI ... and... startgoingto the
book-* '.)rSUPerrrlarket
to pick up the magazinesand tabloidsI referredto above. Plus.go to
the u'r ':s I gaveyou aboveandbuy somethingfrom
eachthat interestsyoLl. Or, evenii you
don't 'omethingof interest...buy somethinganyway. It's parl of any scriousstuclent's
educar I canpronriseyou, I'm on all thoselists.

Chapter?-3
 Onward...

One Of The Most Powerful Headline

TechniquesKnown To Man For Gettingpeople
To ReadAnd Respondro Your Advertising!
I)o yort knor'vwhat ii "grlbbcr" is? If rtot. it's simplv this: Sonrctfringy9u alach
to the top of
vour lcttcr that "grabs'' the rcacler'sinrmediatcattcntion. prct'erabiir,sonrtthingthe-v.-
can
..grab..
rlnciholcl in their hand r.vhilercailing YOurlettcr. Inrellige:nt
use of a qrahber cun push \cur direct
nail rcsponscratcsto tlre outcr limits of prrtl-itabilitr,.

r\nd the verv best grabber in the world is monev. yes. nr.ncr,, .. you knr)u'.
cash.coin.firn
rckets,fungolas.w'alnpunl.rlough.lrread,loot, moolah, et cetcnr, c l c c t c l u l W i t h
so lllilnv
'xciting and i'vondcrful
svnonynrslirr nlonc\,... you gotta kn,,ul,it 's irnpurtant ancl corrirnlincls the
.rttentionof even the most skepticalof prospects.

Norv. I rnust gi\.'ecredtt u,herccrcdit is cluefbr this. As lar as I knrlrv.Robe

rt CrtllicrcantcuJ)
witli this idea- If hc did''t in'ent it, he sure diti use it more clfectivelvthan
almostanvoneelsc.
I n f a c t . i n h i s c o l l e c t i . n 1 1 ' M i l l i o n - D . l l r r S a l e sL e t t e r s .h e gir.'cs
tltree cxarnplcs
ttf successiullv
r . r s i i l , ' t l t r r n t ' v l l \ i . t: : t i r l r h t ' r .

(Also, as a side notc: Whe n you usc a grabbcr.yolr

tlo NO"l-ncccla hcudlincon thc letter. J'hc
g r a b b c rI S t h c h c a d l i n e . )

Herearehis ori-sinal
letters.alonsrvithexplanations
of hor,r,r.r,ell
thcv dirl:

I,ETTER # 1
-fHE
I,OWLY PENNYWILL OFTEN DO THE TRICK
Here is a letterto which a new pennywaspasted. In conjLrnction
with the figuresgiven.
the penny arouse d an amazingamountof attention.

The ideacould rcadily be usedby InsuranceCompanies,SavingsBanksancl

the like. It
was also usedwith unusualresultsby an association
trying to builcia membershipfor the
pllrposeof cuttingthe costof government.

IT TS A MARVELOUS THTNG
The Power of Money to Make More Money !

Dear fnvestor,

Just t.his little insignj-ficant pennj,', saved each week sj-nce the
start of the Loan and saving Association, would today amount to
$ 7 5 . O O _ A N d O f L h A T $ 7 5 . O O , $ 5 O . O O I , I I O U L DB E I N T E R E S T D I V I D E N D S .

Chapter2-4
 $1.00 saved each week would Loday amount to $1,500.00! THAT IS
THE WAY MONEYGROWS I

No matter what his beliefs, every man will agree t-hat the
scriptures contain some of the oldest and great.est truths known co
mankind. There is one truth thaL 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 Brble, and referred to it- throuqhout bolh ofd and
llcw TestamenLs -

T h T S A g C - O l d T T U I } T i S I h A t E T . i E R Y T H ] N GI I I C R E A S E S A t r T E R
ITS KINDI
P l a n l - a s e e d o f C e t T trl e t t d w c . u r e a p e a r s o f c o l - n . piant, thj sttes, and
l/ou gLow a profusion of thislles. Plant rnoner.i, anri your money corries
:ack tc y<tu after manlr days, increased a hundred folcll

whai harvest do you w;int to reap ten or fit'teen years fr:om now?
4oney t,o put ycur children Lhrouclh co11ege, or start th.em i' a
business of their or,vn? securrtv for yourself? Financial
I nciependence ?

Ycu have only to ser- your goal_ in order to wrn rt. The price of
$s, 000 . 00 cr of $50 ,000.00 rs only so manv seeds of sa-iings. U O
$5.
s a v e d e a c i r w c e k a t the l,c-.an ;-rntl Saving:; Assr_lci,at r o n w i l l
in abctr-rt13
Y ea r . s a m o u n L t o $ S , C 0 0 . 0 0 . S 2 5 . 0 0 e a c h w e e k w i l I g r o w t o 9 2 5 , O O O .O O .

Arrd mincl you, her.-o is t_he part that cour.rts Of tfrat #2,5,A00.00
c.nly ii5 ,250 . 00 represenls mcney paid in bv yorr 'fhe
rest-$8, 750. OO-
rs GROia/'lH IIJCP.EASEI

Do vor,r krow an-v other way you can bLrlr $25, ooo as surely, as
safely-and pay so little for it? Do you know any way you can buy
:25,000 or any other sLlm, and pay f or it in littre, conveni,ent
installments each week that never depreciates in va1ue, whrch are ljke
;eeds sown in good ground th.rt keep growing and gro./,ing, year
.lear, after
always ready to give you niore ttran you sow.

How much do you want to b'y-91, 000. 00-95, 000. o0-g25,

oo0. 00? How
much dc you want to qive to ycur youngster when he goes to college, or
gets married, or starts in busi-ness? Here is the one sure and easy
way of having that money when you want it. $1. oo a week now, means
$1,000-00 thirteen years from now. $5.00 a w eek means $5,000.00.

What witl you start w i r h _ g 1 . O 0 _ 9 5 .O O _ 9 1 0 . 0 0 ? " T o b e g i - n " , s a y s

Ansonius, "f s to be half done_,,

will you begin Now-ToDAy? will you fill out the little form
attached, pin your check, dorlar bilrs or sLamps to it covering your
first remittance and mail it back in the encloierl envelope?
wi1l you
save the flrst 91.00 on your 91,o0o-00, or the first g25.00 on your
$25, 000. 00 TODAY?

Chapter2-5
 Si nr-prpl
v + + . v v 4 v + 1
rr ,

LETTER # 2
THE "DOLLAR BILL'' LETTER
I-lereis, one of the most successfullettersI've everheardof - the famous"Dollar Bill"
letter. Pinnedto its top was a crrsp,nervdollar bill-a real dol.larbitt! (This.backwhen a
dollarwasa lot of rnoney.The ccluivalent tod:.rv
woulclbc sontethinglike $20.)

This letterpullcdbetterthana 909t response.The rvriterof this lettersaiclthatfrom

l7-5.000rrlailcd.lic sot backS170.000. plLrsrnorethan90 per ccnrof thetlollarbills he 6ad
r n u i l e du u t .

BLrtlhis was ottlv thc star1.Frorn thc list of nrore than l-50.000pcoplc who gavc that
5270.000.ftrrtltcrsLrbscliptions wcrc sccuredto the Arrolrntgf pearlv Sl'1.000.009.Ilcre is the
Iettcr.u'hich rvas f illcd in with thc narneand addrcssol thc recipienr:

Dear l4r ,lones :

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

Keep it if yolr want to, af ter you'vc re;id ihis; letler-=but I don' t
befieve vou wi11, then.

Herers wliat it's al1 about:

I've made an investmenF*of a thousand dollar-in human natitre,

hurnan kindness- I've mailcd a thousand dolfars-in a thousand letter-s
r,o a Lhor,rsand people pir:ked.at random. T hawe done this because I
bef reve that every one is really kind, wdy down insicie-tllat no one is
REALLY heartless and that the only reason why folks do not help where
: t e l - p i s n e e d e d i s i r : s t b e c a u s e t h e s e n e e d s a r e n o t I M P R . E S S E Dr r p o n t h e m
rard enouqh.

And Lhat''s the mission of each of my thousand dollars-co lmpress

;'he importance of a need. Thrs thousand dollars is my subscri-ption to
the Blank Hospitaf-and I'm j-nvesting in the belief that every one will-
Jl - J- l -r^r r l g I1 )^ -d^ .l -c K s e v e r a l r m
-^--^
ore-at least another-wlth iL. so our
subscription-which I'm sbarting in this way wil-1 be at l_east two
thousand-maybe five-for there's g o i n g t o b e a l o L o f y o u w h o w j - l _ l -s e n d
a rrve or a ten or more-when you mail my dollar back.

"Remember-both my dolr-ar and your dollars go to help crippled

chifdren. "

'Wilf EVERY ONE come back?',

"Wil-1 everyone bring something more?,,

Chapter2-6
 "Are people realIy kind-or R E A L L Yh e a r t l e s s ? , '

"Have I made a good investment?"

"What is Y O U Ra n s w e r ? "

Si n c e r e l y ,

LE'ITER # 3
A IOO.OOO
NIARK NOTtr
'I'he
sanic idea is the Lrasistbr the fbllorving letter. Pinnedto the top of this lctter was a
100.000mark German notc. Its purpose.Iikc that of the clollar.\\'asto gct the reiider'simntediate
attcnti()nl.uti arorrsehis intcrestin thc ntcssrse ot'lcttcr.

It workecl so rvell that the Wall Srraet .lountol. for rvhom thc letter rvas rvritten. repofied
that it n'itstltc ntost sltcccsslirlsLrhscription-gettcr
thcy had evcl usctl. lle rc is thc Icttcr:

Will You Accept The Enclosed German Reichsbank

IVote f or 700, 000 Marks, W i t h O u r C o : m p ifm e n t s ?

lJear blr:

If the enclosed Gerni;tn I?eichsbalrk liote f or 100, OOOllarks pays f ol

one minute of 1-our t inte, cons ider yoursel f eng.:ged .

Yes, itrs a real Reichsbank Note, put or:t by t_he German

lovernment-. Bef ore thc i{ar, 100, 000 marks were wort}r $23, 82O. OO in
?uI monev.

But when this particiil.rr issue of notes was rel-ircd, it took

10, 000, 000 notes like t.h-s to get a mark worth 24 cerrts i_n gold I

That- js wnat uncontrolled inflation did to German money. As fast

as new lssues were brought out, Lhe old ones dropped in value, unLi] a
m
, , ': un 1r q! r vo rnrl rr rr r -- hl qa rnt ru-sp
L fL- U y- ec ir - : l rr req: qd *
q -l e- 1r r in n r r t _ t-i -- ^J g h
n li -c S n
m^o-n^ e" y Ii n- COmmOn
stocks, or into goods or real estate-or something that wouJd go up in
pri ce just as f ast as the value of hi s 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 t],?e of stocks will depreciate most? And

what effecl- will inflation have upon various lines of industry?

That. is where the Blank street Journal- can be of genuine help to

Chapter 2-7
you -
Its facts are noL merely timely, but they are derived from
original sources, and their accuracl/ can be depended upon. BuL that
isn't all. The facts it brings to you each day are interpreted from
the standpoinc of t.he investor and of the business man, enabling you
f . ) i n r z e s t t r n r t r m o r p v o r f o n l , r n w o r r r h r r s j n e s s W i t h U n d e f s t i n d i n o r Y qar nr ud
foresight.

The Blank Str:eet Jcurnaf is the source of information for

counts-fess sLatisticians, ne\dscapers and niar:ket services. Yet the
informaLion for which you pay rh- Irrgh t+es rs jus: as re:di1v
avrila-ble Lo 1'ru in the pdJer of Lhe dar.iy EJ:nk Shr=e: Jorrrrral, as ir
is tcr them.

The enclosed card entitles lzou to the next SIXTY ISSUES of the
Blank Street Journal for 53. Nrrt only that, but rt brings yor,i FREE
E X A I U I I T A T I O No f t i r e f i r s t f ive copies. If these f ive do not make cf ear
to you the I inanr ilI tr.-nJ, if tlrcT do nct slrow you e'/ery plros+ o[
business and financial activitv, just tell us to cancel-, and you will
be out not-hi.ng.

Will you TRY it? Will you let us scnd you accurate news from the
very heart of the financial center of t-he countrv ldOW-when that ncws
may be worth mcre to _vou than ever in yourlifet-ime? Will vou mail
I-tle €]lulosco c.rILl 1uL'-/\Y1

Sincerely,

A l l o f I h c s cl c t t c r sw t r r ee n o r n r o u s l vs r r c c c s s t u l . e
. .a c h r a k i n g i n o v c r a n i i l l i o n c k r l l u r s . . .
hcncc the narne:Nlillion-Dollur SalesLettcrs. Bv thc wav, the-selctte-rsurc n()w in tire public
domain... rncaningthc copyright is expired. BLrtthat doesn't matter... yoLl'renot going to copv
thern u'ord-tbr-word. No. what yolr wlurt to do. is emulatc the conccpt... to usc them as iclea-
s p J r k ( ' r sl i ) r y () u r u \ v l t l ) r ( ) t l t (i)0I r r s .

The Reader'sDigestPennv Nlailins

Sincewe're talkingaboutmoneygrabbers. here'san interestingstory thatwas passedon
from the late,greatEd Mayer to Gary Haiberr. And from Halbert to me. And now. from me to
yoLl.

Many yearsago,Reader'sDigestwas sellingfor a price that endedin 98 cents. I don'tknow

if it rvas$1.98,$2.98.or whiit. No matter.Anyway,somebodycameup with theideaof sending
a letterwith 2 penniestapedto the top and the message,"We'reso sureyou'll want to subscribe,
lve are takingthe liberty of sendingyour changein advance."

Horv did it do? The resultswerebreathtakinglThis carnpaignworkedso well the Dlgesrhad

Chapter2-8
 to getthe DenverMint to createa boxcarfuil of new pennies.The mailing eventuallybecameso
massivethat thc nixies(thereturned,undeliverablelctters,eachcontaining2 cents)wereworth
tensof thousands of dollars.

BLtttherewas a problem. The Digestdiscoveredit costmorethan2 centsto open.rcmove

andaccountl'orthepenniesinsideeachretumcdletter.

And, sinceit's asainstthe law'tocicstrovnloncv.theycouldn't.iust

throrvthc nixicsr\\'.i,\'.
.l'he
So rvhatthevdid is this: v hircd the localBoy ScouttroL)pto openthc lcttersandremove
thepennies.And thescoutssot onc pcnltvanc'l the Dige.stcot theothcr.

Anclthat'shorvthc Bo,yScou(so1'Pleasantville.
Ncu.'York p:ridtbr theirner,,'
brickclubhouse.

A m a z i n g !B u t c r t u l dv o u L l s cl h i s i n g c n i t ) ucs( ) n e c pnt o r v t, o t l a \ .i n o n co l - v o u rp r o n i o t i o n s ?
You bctchii.Checkthisout:

I)car Bob.

Whv har,eI attachecl

trvoreal.livc U.S.copperpcnnic-s
lcrt i r ct o po f t h i sl c t t c r ' lI t ' s s i r r p l c . . .

It's yorrr change!

L e t r n ce x p l a i n .

It's Voltrchanqc-in ltcir,artce-fitrthc ttne tlollar you'll sendu,henyou acccpta risk-free.30-

'l'lrt,
drrytrirrl of rny nervslctter: BlurrkLcttt't'.

You see, my nervsletternorntallv se-llsfor $29-5pcr year. [{ou'cr,.er.becausca mutual fiiencl

passedvotlr ni-Ilnc()n to nle as sonrcr()rle *'iro rvorrldapprcciatctl.rcnoncy-ntaking inlb it
c o n t a i n s . . .L ' 1 1s e n dv o u n c x t m o n t h ' s r s s u et i r r i r r s t9 8 c c n t s . T h a t ' s . . .

A SavingsOf $23.60

lf you decide-after readingyour risk-free,trial issue-you'd like to continueto receivemy

nervsletter everymonth,therewill be a handvcard to fill oLrtand drop in the mail. However,il,
y o u ' r e n o t i m p r e s s e d . o r y o u j u s t dloi knc' lr.n y s t y l e , y o u d o n ' t n e e d t o d o a n l , t h iInwgo.n ' t
scndyou any moreissuesand you won't be chargedanothercent. In fact,if you want, I'll even
refundyour initial 98 cents. Etc. Etc.

Horv easyis that? And I guaranteethev'regoing to readthe letter...if for no otherreason

thanto just frndoLrtwhatthehell it's ali about. Also, realize\/oucanusethis tcchniquetbr anv
productor service.Not just sometliingthat's subscription-based.

Chapter2-9
 For example:Let's say you are sellinga book. You would say,"Why am I askingfor 98
cents?That's easy. You see,I don't want my top secretinformationto get into the handsof
anyonewho docsn'tappreciate it enoushto senda small."goodfaith" deposit.But don't worry.
I'll sendback yor"rr
98 centsif you are unsatisfiedin anv wav. Etc. Etc."

Or somethinglike that.

Y o u c o L r l d a l s o a s k f b r $ 1 . 9 8 o r $ 2 . 9 S . j u s t t o c o v e r s h i p p i n g a n d h at hnac tl lyi on ug '.l.rl.e f u n d

i 1 t h c ya r eL t n s u t i s f i eLdo. o k :I ' n r n o t g o i n gt t rg i v c v o u a l l t h cp o s s i b i l i t i ehsc r e. . . l . j u s td o n ' t
wantvou to get stuckin thinking."l t'an'l u.setltis,ltecuu.se Itlon't,;ellu rrcw-slctter."

B y t h ew a ) ' ,y o u s h o L t lpdc r s < ' r n l l iyzoeu r l c t t e ri l ' a t a l l p o s s i b l eI.f g c t s - - - ul ct a s t - l n

i m m e c l i a t e ? 0 7 r : t o 3 0 % . i u r r i p i n r c s pAonndst eh .e b e spt c r s o n a l i z a t i o n - i r r n r o s t c a s e s - i s t h c i r
f i r s tn a m e( l i k eD e a rB o b ) . . .t h e n . . .D e a rN { r . .o r M s . ,o r i \ 4 r sW . h a r ev e r .

Anyu'ay.ttrel)i,qrrlstorvis l nci-rlstor),.And an instrucliorxrl

one. And u profitablcone.

And spcakingo1'GaryHalltert,let's 1-lush lirrrvarilscvcnrldcc:rrlcs

frorntlrcbrilliancco1'
RobenClollicrand thc Retuler',s
Di,qc.:tprornotion.:.incl
cliscrrvcr
sonlcnrorcprol'it-nraking
genius.

Maybc lnorcso thananvoncin ltistolv.Ilalberthasrcallvpcrl-ectctl

thc usco1'ntoncv
as a
Hcrc'shis finrous"dollarbill" opening:
gral-rbcr.

Dcu Fricnd (or personllizednante).

A s y o u c a n s c e ,I h a v c a t t a c h e tal c r i s p . o n e r d o l l u r b i l lt o t h e l o p o l ' t l r i sl c t t e r . W I i v h a . u 'Ie

clortctliis'l Acf uallr'. thcrc arc t'w<trcrlsons:

l. I havesontcthing extremelyilnportantto tell vou... and...I nectlcda way to mak:

s u r eI r ' l u g [ r vl ( ) u ri i t f c n i i u n .

2 . A n d s i n c ew h a t l h a v et o t e l l y o u c o n c e r n s m o n e ya.l.o. t o f n t o n e y p o u r i n g i n t o y o u r
bankaccountvcrv fast...I thoughtusinga dollarbill as a little financial"eve-catcher"
wasespecially appropriate.

Here'swhatit's all about:

T h a t o p e n i n g a l m o s t n e v e r f a itl hs a
. .t.i s . . .i f y o u ' v e a c t u a l l y - g o t s o m c r h i n g t o s a y , a n d
somethingsomebodywants.

B-vthe way, you arenot limitedto Sl bills. You can usepcnnies.nickels.anddimes. You
can usefives.tens,twenties,fifties... and evenhundredswhen appropriate.You can useforeign
cumency.In fact,I've usedalmostall of them with greatsuccess.(A really greatsourceof

Chapter2-10
 foreigncurrencycanbe found onlineat: http://www.educationalcoin.com)

S e r i o u s i , . p uyour
t imaginationto work a little. Think of all the waysyou can usemonevin
your sales ,'tters.A few goodquestionsto ask yourselfare:

"Hou es moneyrelateto my productor service." (For example:"Doesit saveor makemv

prospect ionev?")

"Ho\' n I tie niy product or servicein with foreign money?" (For example:Ditl I recently
take a tr I Europe and discover a new use for mv product or discover that no one used it'l Or.
sometl; s obscureas. "f'm vacationingin lvlexico and was thinking about horv I could help
)iOLl Ini. lore money this ycar. So, I thought this lvlexicanPesow ould be especially
appropl as a iittle financial "eye-catcher". Here's what it's all about:")

"Is i atl lmase or symbol on the lnoney (foreign or doniestic) that ties into mv
produc i'icc'1" (Nlaybeevenjust a color or size or shape.)

Her t some reasons-off the top of m1' head-for sending money: I'm circllatin_q
prospc I need Inoney fbr "X" reason. I know that every cloliar counts so by senclingyou a
dollar. llike I'm helping you out in some small way. N{oney is in short supplv. Money's
easvtc: re by around here. They sav "lnc)rteydoesn't grow on trees" but bv attaching a clollar
to this er" Ietter I'm proving everyone wrong. The goventment hatesit r.vhenI senclrTlonev
thntug mail- lvly' wite would kili nre if she knew I was sending out thousandsof doilars in
free m by mail. IUv account would strangleme. lv{y businesspartner woulcl shgot rne. N{},
fricnd: hed when I told thcm I w'arssendinglree monev to pettple. NIy money like-sto
trar,'el. rever it al\l'ays comes home, and rvith a fe'ul,friends.

Just one. Ivlake up some of -vourown. It's not that haril. I coulrj clo this all tjav long and
tie it ir ' r y t h i n g . . .s o c a n y o u .

All ikesis a little practiceandpersistence.AntJ,you don't haveto becomegreatat it to

get grc esults.Justusingmoneygrabbers(in almostany way) DUr., you way aheadof the
pack.

Next Chapter:
Mor' 'rnusualand effectivegrabbers(otherthan rnoney)that can really skyrocketyour
resultsI ,)lus,anotherone of the most powerful headlinetechniquesknorvnto man foi getting
people readandrespondto your advertising.

Here's Your ExerciseFor This Chapter:

Cop 'lut in your own handwritingeachof RobertCollier'sMiliion-Dollar SalesLetters.
Also, c' ry out the Halbertopening,too. Don't argue. Justdo it. It will help ingrainin your

Chapter2-11
neurologywhat it's like to write a winner. I'm going to comebackto this later...with more
Million-Dollar plus examplesfor you to copy. For now, copy these.And if you'rereallv scrious
and ambitious.. . copy eachone 3 times! Also, evenif you type vour salesletters,gct a pen and a
legalpad or notebookand "handu,'rite" these.It's impoftant.

Justso vou'll know: I writemostof mv saleslettersandatlslonghand.I cando it eitherwa1l.

Holever, I pref'erthe legalpad and ballpointpen methocl.It dependson the time frame. If I'm
in a hurrv.I'll type. For instance. I'm typingthis chapterri,'ht now. A lot of-instructional
r v r i t i n gg c t sd o n ca t m v k e y b o a r c i .b. .u t . . .I l o v et o r , v r i tsea l e sm a t c r i a llso n g h a n c l .u. s. L r a l livn a
col'l'ecshopsomerviierc... like Starbr:cks.

Ouick SummarvOf Kev PointsIn Chapter2:

l . Fin i sh--th i s ntrllrth---copving tlrc r V l n n t n g h c a c lilr r cc x a n r p l es il[ enil of'
(ihaptcrr I on 3x5 inder cards

) I-rsinc' p r o v c n " h e l c l I i n e s h r r s e\ r ' l l t l r t ' : r r l l i r t ro.r: r g r V c s \ ' o r rl r h o u ta l . ( X ) 0 ? 'b c t t er

c l t l t n c co l - c o n r i n gu p r v i t h u ' i n r r i n gh c a c l l i n et h l n i f \'()u Ir\ I r t t l l c r r r i lo l ) t u l
_voUrrt'll

3 F l i p t h r o u e h y o u r h e a d l i r t cc a l ' d sc v e n w h e n , uo.u l r l r c u t l vh u v c a h c u t l l i r i cu , r i t t e nl i r r
v o u r s a l c sl c t t c r o r a t l . S o r n e r t i t l e sv o u l l c o n i c u p r v i t l r a n c \ r c n h e l t c r o n c .

G o t o t h e b o o k s t o r e( ) r s t l p c r n t i l r k e at n c lc h e c k o u t t l r e " b l L r r b s "o l l p o p c u l t u r e - t r ' p e

l l l i l g i l z l l l e sa n d t l r b l o i t l s .\ \ ' r i t r ' r k r r , " ' nt h r ' g o o d o n c s u n d u d i l t l r e r l t u y g u r h c a r - l l i ' cc u r t l
f ' i l c . A l s o . s c t c ) nt h c s e r t t a i l i n gl i s t s : A g o r a P u b l i s h i n s( h t t p : / / r v w n ' . a g o r a - i n c . c o n r ) ,
Plri ll ips Internutional( h ttp ://u'rvrv.phillips.com ) anciBoarclrooni
(http://wwrv.boirrdroorn.com). Bv onc or t$,o prorhlcts frorrrcuch.

) U s i n g n l o n c v " g r a b b e r s "a s v o u r h c a d l i n e w i l l p u s h y o u r r e s u l t st o t h c o u t c r l i n i j t s o f
pro{itabilitl'. A cood source of f're ign currcncy can be founcl at:
( h t t p : / / w n ' w . e d u c a t i o n a l cnr I. ic o l n) .

6. Brainstormyour o\\n rcasonsfor sendingmoney..grabbers"

both tbreignanddomesrrc

1. Copy oLrtin your own handwritingthethreeRobrertCollicrMillion-DollarSalesLerrer

Examples...and...the Halbert"dollarbill" opening.If you'rereallyambitious,
do each
I one threetimes.
I
L I

Chapter 2-12
 Chapter3:

How To Write Killer HeadlinesThat

Are ImpossibleTo lgnore! Part III
"Thousands of tr-ttrdshave alrcadv bcen rvritten abciutthe 'point of - but let rne
1,or-r'
r e m i n d y o u t h l r ts i r c ' nl f o u n t a i np e n , 9 6 p e r c e n t o f - 5 0 0 . n 1 1 " gw. ( x n e nr v r o t et h e i r o l v n
narnes,shor,rnli nl:.rpo1'1hcl_i.S.A..1-17rnen orrt of .500Iookctl first fitr thc Iocationol-their
Itcrtttetownsl" - Victor Schlvab.Htn,'l-r,t Write A (jrtotl Atlt,trti.;t:mertl

fn. crorvil,u,hat'slht- eusiest(i.e..ntnst el'tectir,e)\\,irvto grab sonteone's attcnlicln,lIr.s

I sirnnle...
You Call'I'hem By Their Name!

Therc is ttotltingsu'ectcrto ;.tltcrson'scars than the stltrndo1-thcirown na'.Ic. Likcwisc-

sceins thcir name in print createsa sinrilar "attcntion grabbing"response.

Lct rnc shor.vvou u'hat I ntcirr.l:

Herc are sorne killer examples fi'om John carlton. Kcr-p in rnind that thescexampicsare lrorr.r
l h e g o l l ' a n dn t a r t i a la r f s i n s t r t t c t i o n avli d e o s n i a r k e l s .M l r r k c t sJ o h n a n d t h c u l t r a s a v v y c l i c n t s
he writes lirr have dorninate'cl for vcars: (I'rn using Bob Jonesas the f ictional prospectin thcse
exanrnles.)

A FREE VIDEO IS
IT/\ITING FOR YOU,..
Ver,- httt ttnd urgtnt "ln..sirlt'r"in.fltrntutirttt...btr ONLY it''vorr'rt,dttrttn.rttriou.s
nhptrt \,strr
ubilitv ltt ntuirrt untl tlominute ANY taittt:d s/rectJighter or pro martiol urtist!

Absolutely
CONFIDENTIAL
For Bob Jones

It may be the only time you ever get this kind of preferential treatment
from an internationally-
respectedfighter of this caliber!

,rwhy is Chris ClugstonPutting

Bob Jones
Aheadof EstablishedWorld-class
Streetfighters?"

Chapter3-i
 Bob JonesAnd Family
SeriouslyInjured In ViciousAttack
By GangNlembers!

tley Bob
I Put $20 Into
Your Account!

Check ut for FREE...

"H.y, Guys! Watc'hThis...
Bob Jones
Is Gonna Tee Off!"

Gt' rlul-l'l I ptrllcclthesecxttntplcs(therc ilrc nran,vnurrc) orrt ol'Volumcs Onc

untl Trvo .f
John': ' ' ' i p ef i l c " o 1 - c o l l c c t escal l c sl c l t c r s . I 1 ' y o ud o n ' t h a v e{ h c s c .
v o l l ' r e c r a z y l C . t t rJ . h n ' s
rveb sr r wlvw.marketingrebel.conr lirr more info on horv to get them.

Iu t'ruto gct lrts collcctedlettersbccauseJohn hus hatl thc opportunitv to do nrorc

pcrsor .rtion-t-vpestr-rffthan any other copyu'riter I knorr,'o1'. Ancl he's damn sood at it.

IJr -' a lcw ()thcrcxan.)ples

ol'rvinning pcrson:llizcdlrearllines:

Ac -'r,I'm not goine to give yolr more examples. I'm goinu to tell you sollething mrrch
n]orc. ,ble. And it's this:

You Can Personalize Almost Any Headline!

For rnple:Let's take the Halbert's classicheadline:

Horv To Collect lVloneyFrom

SocialSecurity At Any Age!

An, rngeit to:

How Bob Jones Can Collect Nloney

From Social Security At Any Age!

Or ' {e:

Chapter3-2
 "I GambledA PostageStampAnd Won $35,840In 2 years!"
To:

"Bob JonesGamblesA PostageStampAnd Wins $35,840In 2 years!"

All right. Sirnplccnough. But pleasenote: Thc above exarnplesare firr illLrstration o1ly.
YOu'd nccd to rework tlietn more than that to use thern lbr onc of vollr ()wn promotions.

r\nvu"av. yott shttrtlclbe gettint thc iclcabv norv. Holvever.Iet's slrr.,r'oucan't perstinalizc
t'otlr sllleslllcssllgclvith thcir llilne. N'lurbeit's a wcb sitc salcslcttcr. Or a rnirglzi'c.r
newspaperspacead. Or it's just too cost ancVortime-prohihitirelbr u'hater,erreason.

\ ! ' l t t r ts l t o t t l t yl o t t t l u t l t c r r ' .I)l c l e l r r cs ( ) 1 ) c\ L l i l i l c s t i 6 n : :

P c r s o n l li z c h v o c t ' r r p l r t i o n :

Altetttion Dentists!
Here's FlorvTo DoubleYour
InconreIn 90 Day'sOr LesslVhile
Cutting Your Work Week In Half!

Or...
New Automatic Nlarketing System
Is Quadrupling Chiropractors'Incomes
In Record 'I'ime!

Anothcr type of pcrsonalizittionis to call thcnr out by hobby. or rvhat thcy like ro d9:

GOLFERS! Try The NervLong-Drivecharnpionl)river

For FreeAnd SeeFor YourselfIf It Doesn'tAdd
50 Yards To All Your TeeShots!

RUNNERS!New Shock-Ease Gel InsertDeveloped

By NASA Virtually EliminatesStressFractures,
Reduces
Fatigue...And... ImprovesRaceTimesBy
An AverageOf 7 Vo!

BassFishermenWill SayI'm Crazy...

Until The-vTry My lVlethodl
Easyenough. Here'syet anothertype of personalization.Do it by city or state(or both):

Chapter3-3
 WANTED: 500 SaltLake City Residents
Who Want To BecomeMillionairesIn
The Next 18 Months!
Arizona ResidentsOrtly!

Legal Tax LoopholeCan Saveyou

Up To 88c/oOn Your TaxesThis Year!

And yet another wtv to personalize... bv age:

If You Are Over50'fhenYou

Qualif-vFor TheseFREE I\,IONEY
I)rogramslironr The U.S.Government!

NIen Ovcr 40: Did You Knorv There'sA

Nervl)iscoveryThat Can Cut Hcart Attack
Risk By Over 95%al

Oh. hcyl Ditl you catch tltrt'l I slippctl in anotherway to pcrsonulizc:81' gg1.1.r...i.c
ladies,worltcn. gcntlcmen,nten. ciris. bovs, etc. Srtmeclassicheacllines using genderare:

Girls, W:rnt Quick Curls?

N,Ien.t Women Shed Up To 20 pouncls

In A Week - 5{) PoundsIn A Nlonth!

I{ow A NIan Of 40 Can Retire

In 15 Years!

\\'h1,i\len Crack

Also, I did something above we haven't talked aboutyet. I conrbinedtwo typesof

personalization. Gender and age. Cor,rld'vedone age,gender,andcity or state.Or name,
city
and/or state. Or, whatever.

The idea hereis to get the attentionof your targetprospect.The more specificyour headline
is to hirn (or her) thebetteryour chance. Calling your prospectby their nameis best. It's
debatableon the orderof therestof the personalization techniquesandcould vary quite a bit
dependingon what it is you aretrvins to sell.

Chapter3-4
 As I saidlast chapter:Money is the very best"grabber"in the world. However,thereare
times when you may want to usesomethin-q elsefor variousreasons.And. truth be tol<l.alnost
anythingcan be usedas a grabber.

Hete'sa shortlist with examplesof horvto usethemsellingdilferentkindsof productsor

serv'ices:

Packageof aspirin:

Why ha'e I attached

a packageof aspirinro thc top of this letter?

It's sinlplc. Likc i,'ou.I'm a -=-_=--. And I knulvwhat a painin the ncckit is to clealw-ith
a l l c i a yl o n g . . .e v c r ys i n s l ed a v

Thiit's vu'hcre thc aspirin coltte irt. You see.evcrv day about 2 p.nr..becauseof _=-. I
woLrldsel a tensionheadaclieso bad. I'd have to pop ii conplc of aspirinjust to nrakeit throlgir
the rest ol'tlrc dav.

Horverer that's all changednorv.

A n d i 1 ' r ' o t r ' lgl i V c n t e . j L r sat l c r v t n i l t t - t t eosl ' - y o u r t i r n cI.' l l l c v e u l h o r i ' l s o l v c dt h i s n r o b l c n r . . .

ancl...how vou ci,uttoo.

Keys:
Dear Joe.

llcre ;lre thc-kt'vs to llte new BMW X-5 yoLrtook out lirr a tcst-drivc thc otircr tluy.

'Ihc
reastinI'nt scndiltgyou the kcys is bccauscI'm about to make vou an ol'fcr nclsane
\t
l)cl'Srln tlttltl rel-use.

Flere'svuhatit's all about:

Sand:

This packageof sandwas collectedfrom the pristinewhite-sandshoresof Hawk's Cay in the

Florida Keys.

And I want to sendyou thereon an all-expensepairJfiee vacationif you'll give mejust a few
minutesof your time.

Here'srvhatthisis all about:

Chapter3-5
 Ilaseball Card:

Did lzotrknow that sirnplebaseballcardsare amongthe highestappreciating

investmentsin
theworlcl'l

It'strucl

In I'act,thcy outperlorrtt
thestockmarket-on average-bvmorcthan l57c per year.

Pencil (Or Pen):

What it I ttild v<ltttlicrc r.'"'lts

i.lIlew bttsincssyotr coukl st;.rrfusilg ngtfiing nttlr-er
thun thc
t'cttcil I'rc attrtchcdto this lcttcr'l r\nd u'hat il-l told you that \,<tucoulcl,n"i",,p tg
5250.000a
\'car or morc liom homc u'ith this srrlple business,l

Wttuld you bc intcrestetl'.)

'l'e:rbag:

The teltirl the hagattachecl

to this lcttcris anlongthe nrostexpensivcin thewgricl.

I can get you ll firll vcar'ssLrpply

FIoucr,'er' of thisexquisitctealil-tice, if you rv1pt.
's
I Icre horv:

Suglr:

DearBob.

TIle rcasonI've atLached

a bag of susarto the top of this pageis to alertyou to one of the
greatestinvestmentopportunitiesof 200.1.

Ahnost no one knorvsthis but, in the next six nronths,the priceof sugaris fbrccastedto
double. And if you act last, gainsof 25Vo,35cio, even5TVo-if you time it right-on your money
arepossible.

Here'show I krow this "sugarsecret"and how you can useit to cashin big this year:

Herbs:

Chapter3-6
 I've attachedthis bag of Saw Palmettoto the top of this letter for an extremelyimportant
reason. If you :trea rnanover 40. this near"magical"herbcanhelp you prevcnt:

o S e x u adl l , s f u n c t i o n
r Benefit
o Bencflt
. And possiblyevenprostatecancerl

H e r c ' sh o w :

I cOtrldllo on antl tln. l'ltc Inain point is to rrsesr)ntclhiltgto "glib" thcit.attcnti,n. Tlic..
weave it illto I storv abotttyclltrproclLtctor service.. . anci.. . hoiv it benef its thern to grr e v.1t
money for it. Thcn rnakeit risk-l]'ec. Then ask them lirr ttrcirmonev. And sivc thenr ll re.son to
give you thcir rlclney ritht tror.v.

Next Chapter:
PartIV of HorvTo Write KrllerHeadlincs'l'hatAre lmpossible
To Ignore!

I
tt

Ouick Summarv Of Kev Poi4tsIn Chapter3:

l. P c r s o n a l i z , i r r\ g' o r r rI r c a d l i n c* i t h l r p c r s o n s n u r . u ci s a v c r v e l l e c t r r , ' cu a , vt o g r a b t l r e i l
attentitx.

-) ( i o ''su.,ipe
t o J r t h n( l u r l t o r r ' st v c b s i t c a r r c g
l cl his t i l c , ' o l ' c o l l c c t c c ll c t t c r sl i t r g r e a t
c xarnples ol' persclnaI ization. ll u' ly.nra rkcti n grellel.conr

Yort canpersonaliz-e
altno-st
arrl'hcadlinc.lnclrrcling
cllrssic.
provcnheacllines-

Othertvpesofpersonalization
are: l. Occupation.2. Hobbl,. 3. Citv. srareorboth. 4.
Age. 5. Gender.

5. You can usecombinationsof the abovetypesof personalization

in the sameheaclline.

6. Use your imagination to come up with other objects (othcr than menev) fo use as
"srabbers".

Chapter3-7
 Chapter4:

How To Write Killer HeadlinesThat

Are ImpossibleTo lgnore! Part IV
"lf thc hcacllinc'tlfan advertisettrent is poor. the bcst copvrvriterin tlie u,,rltl can't rvritc
copv that rvill sell the goods. I-Iehasn't a chance. Becauseif the heacllincis p..r.
thc copv
u'ill not be reacl-And cttp-vthat is not read tkresnor sell goocls.On the othcr llrpd.
iJ-(ht:
h c a d l i n ci s i l g o o c lo n c . i l i s a r el a t i r c l l ' s i r n p l el ] t a t t c rt o r v r i t ct h e c 9 p v . "
- JohrrC-aplcs,Te,steLl .\,lrerti.sirt,g,Vetltotl.s

r' i t s c - e n rlsi k c I ' r n s p e n d i n ra l o t o r - r i r n eo n h c a d l i n c sr. v c l l .I a r r r .

Ancl fbr sood rcason.

Look: I1 vou rvantto succecd as a cop_\\\riter., vou mustbecone a ntasterat u'riting

c o n - i p e l l i nhre a d l i n c s .o. .r . . . a sM r . C - a p l cnst a k es c l e a ri n the cluoteabove. . .

You NIight As lVell

Forget'I.he Rest!

Ntlhocivis gontlarcad,'','ourbrilliant Lroclvcopv... unless...votr grab their attcl.rtion

*,,ithl,onr
hcadline. So. I decidedat the olrtsctof writine this course.I r.l,ouldclo several
chanterson
lrcacllinc-s.
I w'antto lnakc surc volt gct it.

Ilowevcr, this r'villbe the last one. And in it, I'm

-eoingto give you a random assoftmentof
iips, tcchnjqttcsanclideasI'vc glciinedovcrthe years. Also,
I'r'n going to give you a list ol.
.cs()tllces
tO fttrtherYour educationon headlincs. (Rernerlbcr:Schooi's never or-rt
fbr a rcal prol)

Ready? Then let's get going with...

A Great (oAcidTest" For Everv

Headline You Write!
I don't knorvif Dan Kennedyinventedthis,but I've only hearijit from him.
So he getsthe
crcditfor tt.

one way-and a very goodway-to judge the pulling power of everyheadlineyou write is
t o u s kv < - l t r r s e l l ' tqhui se s t i o n :

"If I took my headlineand ran it

Chapter4-1
 as a classifiedad, and added a
way to respond at the end of it...
would people respond?"

Excellentquestion.Let's trv this exercisewith a coupleof headlinesI've pickedat random.. .

and... adda rcspctnse
device:

l . New Diet BurnsOff More Flt Than If

Yor,rRan98 Miles a WeckI To get a spccial
fi'eereportwith all the detailscall my 24-hor_rr
lice recordedmessasear l-800-5.-5-5-555-5.

2 . A L r nN
t l a r v ,w h o n c v e rm a r i c d . . .
To gct a specialfiee reportrvith all rhe details
cali nrv ?.1-lrttur
fl-cerccorclcr-l
rr.rcssuge
at I -800--5-55-555-5.

Well. u'hafrlo yon think'l

NuntberI wor-rld rvork. But Nuntbcr2 rvouldn'tcut it. Nurnber2 is obviouslva blatantlvbatl
exltmplejtrstto makea point. Btrt you"dbe surpriseci at how ntanysecltinglv"-[ggcl"hcadlipcs
w i l l f : r i lt h i st e s r .

A n v w a v . i n m o s t a i l c a s es this standalrtnc"lr.cicltest ls a vcr),gootl wav to judge the

cl'l'cctivcncss of thc hcetllinesV O U \ \ ' n l c .

Onwlrd:

"You can tame a wild idea.

But a tame idea will alwavs
be tams." - John Caples
I-et ntc elaboratcon this sagepieceo1'advicefrom Mr. Caples.What he's sayinghereis
don't hold backwhen you write headlinesor, for that matter,any copy.

It's okity to get a little (or a lot) crLtzv.Remember:Justbccauseyou write it clown.doesn't

meanthat it MUST be printedor pubiishedthat way.

So open up a little (or again,a lot). Turn off your "lnternalEditor".. . you know. that little
correctingvoice insideyour head. The one that constantlychidesyou with, "That's stupid."
Or,
"That won't work." Or. "What would my Englishteacherthink?" There's
a time and nlacefor
"hint", but neverin your brainstormin-s/first<lraftphase.

Listen:You may comeup with some crazy,unusablestuff... but often... that qazy stuff can

Chapter4-2
 be "tamed"into a breakthrough
idea/headline.However,seldom,can you turn a boring,vanilla
ideainto a killer winner.

's
Here a suggestion: Grab a copy of TheNcttionalEnquirer(or the Star),andwrire some
headlinestbr your productor sen'icebasecion their storyheadlinesand cover
blurbs. Hevl you
nevcrknovr'what thoughtor ideamight surface.In any case,it will be good
a exercisein
looseninsuo.

It's ttlv f irm belicf thltt u'riter's block anclothcr such nonscnseconres
fiom being totr
Ltptigltt...ttltl serioltsabttut r,oursclf, vorrr lift and your w,ork. Stl lhrorv
a\\'ilv \,olrr drctionary
kill 1'orrrinternal eciitor,and do the excrcise yvithrhe Enqttirarl

Alstl. altlng tltoscIiltes.-q()rent und rvatchthe late Dudlcy,lV6ore's

ntgvie...

Cra:,y People

In it. he plays an adver-tising

executivewho soes nuts and startstelling the truth in his acls.
And itis aclsstatl selling protlttctsin recrlrdnurnbcrs. Cjrcatrucn,ic-
Il'you gct norhins clsc ll-onr
it. yoLr'llat lcltstget s()utcscriouslur_rghs.

The OmniscientGod
I learncdthis from Ted Nicholas. Here's uhat he suggr,sts
1,oushorrldask'ourself bcfirre
vor-tsit tlow,nto rvritc heacllincs:

"lf I had unlimited.god-likepowersand coulclgrant m1,

prospecti'c c'st'nre r tlre biggestbenefit I can possible
inraginehe 'r she w'uld icleallylvant fronr m,r,pr.cluct.
rvhat would that be?"

Ask yourscll'thisclucstion.Ancl when you get thc answer, rnakc

thitt the thrust of your
readline. Nlake it the BIG Idea or BIG prornise.

Here'sanothcrsuggestion: Let your subconscrious find the ansi.ver.you canclothis by taking

5 to 15 minutesbeforebecltimeto repeatTed's questionto yourself.
Justget relaxetlanii keep
r e p e a t i n g i t . .a. l o u d i fy o u c a n . T h e n , f o r g e t a b o u t i t a n d f a t t otfof s l e e p .y o u r p o w e r f l l
subconscious will thenget busily to rvorkon vollr ..problem,, and rvill biing an answerback.

Keepa notepadandpen handyby your bedside...'causeofren,you'll

bolt awakewith an
amazingidea' Wlien you do, you neecito be readyto captureit immcdiately...
irnnrerliately!
Don't try andrun to your computerandtvpeit up...

,il:ffJffi,
Anotherway to do this is, simply repeat,"What's the BIG Idea?" Now, if
this doesn,twork

Chapter4-3
 the first time you try it, don't get discouraged. It's likely your
subconsciousneedsa little
training or practice. Keep at it until your subconsciousstirts to
obey. And it will, I promise.

By the way, Napoleon Hill used his subconsciousto get the title for
his book: Think and
Grotv Rit:h. Also. Mark Victor Hansen and Jack Canfie-ldciime up ,,vith
their book title, Chickert
Soup Frtr The Soul by meditatinil anclsayinu -500timcs claily, the phrase."Mega
Best-Selling
Title". (If you don't know the successof thesetitles/books,look :.- yoti'tt
up. see the power
inherit in r'rsingyour subconsciousto fincl breakthroughidcas/titles/heacllines.)

Also, once you bcctltnepracticedat this techniclue.you'll be able to

do it nearlv on cont'irnd.
at any time' I now. olicn. come up *'ith hearilineiclcls.er,.enlull promotion
icltasalrlgst
i n s t a n t l v - I c l t n r e p c - l l t ' f e d 'csl t t c s t i o rorr " W h i l t ' s t h c B I C i k l c a ' ? "
t 0 r n v s c l ll i r r a f e r v l n i u u t c s g
. rr
t a k ea t l r i V e o r c o f l ' e cb r e a k . . .a n r l . . . w i t h i n a l - e r vn r i n u t e s( s o m e t i m e s
a n h o u r o r t $ , o ) . h a y et h c
answcr. Thcn I'll sit d.wn and write a lirll ac1stem to stem.

You can tkt this too. It jr-rsttukcs sonteprracticc.

If all this secnlsa bit farortt ttt yoLr..iustknow that alnrosteverv lvnterin
the r.vorld(9f
a n y t h i n g )L r s e tsh i s p r o c c s s . . .k n o r v i n g l vo r u n k n o u , i n g l y .

I'vc heard S1'lvestcrStrtlkrnctalk ahout using ir on the hir 'fV ..Insidc

shorl,, the Actors
Stuclio'" Dltn Ke tlnedvLtscsit. Author Robcrl I-oLrisStcvcnson(Trettsurt,
Ls!.urulanrl
Jlrrrr,qt,
C'useoJ'Dr. .lekt'lLund fulr. Iltdc) Lrsedit. Nlark Twain (.|-heAdt,erttttres
of Huckteberrt.Firr)
said he nevcr worked a dav in his li1c. 'rhat all his hunror and all his
grcairvritingslvcre tlue rcr
the ltct that lre tlppctl thc ittcxltaustiblcrescrvoirof his subconscror-rs
nrintl.

In fact. everv successftllnovelist I're sttrcliedr.vorksevcry clayrvhcn

thcv are rvriting so thcv
d o n ' t " g o c t l l i l " " ' n t c a n i n g . . .t h c y i l r c c o n s t u u t l va s k i n gt h c n r s e l v c s
q u c s t i o n s / r l r i n k i nl rcr u u t
their book- Tlrr-rs allorvingthcir sLrbcolr:citrus to work behind the sccnes.

A n c l o n a n d o n . U s c t h e p o \ r ' e r o fy o u r s u l r c o n s c i o u s t o h e l p y t - r u w r i t e w i n n e r s . . .
it'slartoo
hard to do it all with your linriteclcor-rscious mind. An excellentbook to rcad on this subjectis.
T'hePower of Your SubconsciousfuIind by Dr. Joseph Murphy.
Another excellent book is A
Technique for Productng ldeas by the Iate, grelt copywriter
James webb young.

Write The Bullets First

We havcn'tdiscussed bulletpointsyet... but we wiil (in clepth)later. For now, a quick
explanation:If you don't know, bulletsare basicallythe benefiisof your
productor service
presentedto your readerin a bullete<ior numberedlist form. For
example,hereis a list of
genericbulletsfbr a "get rich" procluct:

How to get filthy rich in 90 claysor lessguaranteed!

7 secretsto gettingand stayingout of debtpermanentlvl

Chapter4-4
 What you mustdo onceyou have the moneyto keepit!

The amazingmoney-multiplying
miracleof tithine!

And so on.

Arl'rvay, I learnedthis techniquefrom JohnCarlton. He tolcinie he usecl

to almostalways
rvritethe bullet pointsfbr his ad or salesletterfirst. Then go back anclrvrite
the headline.wt vt
Because u,ritingthc bullctsfirst.frlrcal.v()u
to reallvdid clc,cp
into w,hltvourprocluctor scr.vicc
ivill do for vour prospectivc custouter.And olten.r,ou'lldiscove r the BIG lcleaor promisethis
rvay. Thcn yorr'11 casilvhc ablcto cntft vour hc-acllineanlrnrithisCcntralScllingIcica.

oftentimcs,1,'ou'li
rvritea bullc-tthatbec.mesthc hcacllinc.

Rttt tna-vbctlie tllost vlluable asJ)cctof this tcchniqLreis thrrtil ulso

hclps you to loosr-nup
a r l dg e t s t a r t c d .A n d t h l r t ' sb e c a r t s c ' u V r i t ibnr--sr l l e ti s f a r c a s i c l ' t h r nu ' r i t i n g
h c a c l l i n e sT. h c r c . s
s i r n p l vl c s sp l ' r ' s : r r r c .

SpeakingOf John Carlton...

I n C h a p t c r3 I s u g g e s t c d y o u s h o u l dt c t h i s . . s r . v i pfei l c . . o l ' c o l l c c t c dl c t t c r s .
[ n a c t u r l i t v .v o t - t
shoulclown all of his prtlclucts(secw'rvrv.nrarketingrebel.corn).
IIe has a vcrv unrquetake on
u'riting eff-ectiVe headlines(and copy'). I've takcn notestrcrn hinr over thc
lerirs anclircrearc
s o r n eo l ' n t v t u v o r i t ct h o r r g h t so f h i s o n l r c u d l i n e s :

"Grabvour reader'sattenti... and immccliatcly

bring vour
pointhonrr:rvithbcnellts ltc cunusc."

"Make I'ourheadlinchooks/bcnefits .almost '

unbelievable
to set your bu.sincss/ad .s."
apartlr-onrcveryoncelse

"Think in three's...threebenefitsthatreairysurroundthe
rcader.anclfeaturethem in the headline."Like in this examnle
from John:

The AstonishingSex SecretsOf The

MostSatisfied...Most Knowledgeable...
And Most RespectedLoversIn The World!
"Makc your headline(andcopy) the one thing they read
that
day that getstheir bloodpumpine and adrenalineflolving. you
want to metaphorlcally reachout andpinch 'em on the ais with
your headline."

r "Wake 'em up immediatelyand hit .em in their passionate

Chapter4-5
 'sweet
spot'."

I try andkeepthesethoughtsin the forefiont of my mind when craftingheadlines.

Johnsays.
"Most peopledon't get to do interestingthings,or go to interestingplaces-,
or meetinteresting
people."Horvtmel So yourjob-starting with your headiine-is to be excitins/interesting
to
tlrcnr.

Also, mostpeoplearejadedandoverrvhclmed with too inuchinformation.you've really got

to u'ork hardat creatinga he'adline
thatwill get thcmexcitccl cnought. reld yoLrrcopv.andthen
Duv.

The "lVlagicPill" Solution

Filow this: Peopledon't want to learn. work for, or errrnANYTIINGI
They lust r,vantthe
;.esult,pul'ofl'ttr rewarcl...quickl1,.easilv lind prinlcssly. -l'lrcvu,ant instlnt
rcsLrltsrvith zero
work... the "rnagic pill". Prclcnrblv,trrcv rviurtit donc for thcrn.

There arc vcry Icrv exccptic'rns

to thrs.

Ancl the closeryour hcadlillcge(s to prontisingit "rnagicpill" soluti0n-wl'fHoul.

LYING- the bettcr 1,ou'lldo... in almosi everv case.

1-hatbrings up anothcrpoiltt: Rctttovethc "r.vork''rvurrlsliorn vrtur hcatllines.

W'rcls likc:
"learn""'tcach". "earn". Rcplaceu'ith better r,vordslike "discoyer". "sh<tw'' .'reward',.
i.u.rd

I n o t h c r n , o r c l si t. ' s n o t ." Y r r r ' i l l el r r n . . . " . I t ' s . " y o u ' l l d i s c o v e r . . . " .

N o t ." l ' l i t c a c hv o r r . . . " .B u t ." l ' l l s h o , ,yvo l l . . . " .

N o t , " Y o u ' l l e a r n . . . " .B u t ," Y o u ' l l b c r e r v a r c l cwdi t h . . . ' .

Write A Lot Of Headlines

You shouldwritc as manvheadlines (withinreason)aspossible.I ollen will rvritel0 ro 25
clillerentireadlinesor variationsof a headlinefor niy ads/silesletters. A good
thing to do-if
you havethe luxury of time-is to write a bunchof headlines,thenput them
awayovernightand
review them the next day. Here'swhy: Icleas/headlines you thoughi*"r. superwhen vou wrote
them,oltcn will not secmso superwhen you look at themwith "fiesh eyes',.
Also, the converse
is true: Often,the next day,someideas/headlines you mincilesslyjotted down will shrinethrough
asrealgems...or... leadto athoughtthatwill be real gem.

HeadlineStrategiesI Haven't Covered

I've given you a greatprimeron how to write killer headlinesthat reallysell.
An4 if you
neverreadanyhing else...andyou study,practiceand applywhat you've
readin thesefirst four

Chapter4-6
 chapters,you'll be far aheadof most copylvnters.

However,therearesomebooksI sug-gest
you readto furrheryour educationon headlines.
Here they are:

TestedAdvertising Nlethods(4th Edition or earlier)

Nlaking Ads Pay (Out-of-prinr)
How To N'IakeYour Advertising Nlake Nloney (Out-of-Print)

All by JohnCapies. You can searchfbr thesebooksat:

ht t p ://rv*,u,.tru.ssel.
con/f _brIoks.ht m

How To write A Good,\d'ertisement tryvictor o. sch*,ab

I'he liirst Hunclred\Iilliorr b_v.
Ii. flaldernan_.Iulius

Both of lltesearc availableat www.twipress.com. (The F-irstHr-rncl-ecl

Vlillion ts not about
w r i t i n g h e r l d l i n e s p e c i f i c a l l y . .b. L r t . . .I I u l d c ' n r l r n - J u i l i L
sor sl r lL r o o k si n s p a c ca t l s . l L r sb ty t l c i r
title' Which is thc salllt:as a hclicllinc. i\nd ltc leametlu lot (rrndrcveals
a lot) about thc porvcr
o f w o r d s i n t i t l e s / h e a c l l i n e sa. .n. d . . . h o r v s n r a l lc h a n g e sc a n m a k c a b i g
d i 1 1 . r e n c e y. o u ' l l a l s .
learn a lot about e1-fcctivc appeals.)

Next Chapter:
L c a c l - i n( i i r s u p c r s c r i p t ) h e a d l i l t cssu. l t l r e u c i l i n e s a
. .n. d . . . t h c l l l - i n t p o l - t a not J ) c n l n g
senrence
or flrst paragraph.

i--
I

t. Usethestandalone"acidtcst''questionto jutlgetheeff'ectiveness of your hcaclline(s):

I "11'Itook my headlineand ran it as a classifiecl
ad, andatidecla way ro
I respondat the end of it... would peoplerespond?"
I
l1 "You can tamea rvild idea. But a tanreidea rvill alwavs
t- be tame." Loosenup when
writing headlines.Throw away your dictionary,and kill your,.lnternal
Editor.'.
a
J. Grab TheEnquirer or the S/ar and write sonreheadlinesfor your procluct
or service
I basedon their storyheadlinesand coverblurbs.
I
I + . Rentand watchDudleyMoore's tnovieCrar.vPeople
I fbr a great lessonin loosening'p.
I
I UseTed Nicholas'omniscientGod questionto find your BIG Idea
or BIG promiseto
I on. Also usethe ..What'stheBIG Icleaquestion?,,.
basevour headline(s)
I
I

Chapter4-7
 I
uick Summa Of Ke PointsIn Cha ter 4 Cont'd: I
I
I
6 . Use your subconscious
to createbreakthroughideas/headlines.
Get and readThe
Power of Your SubconsciousMind (Dr. JosephMurphy), an,JA Technique
for
Producing Ideas (JamesWebb Young).

l. Discovervour headlinethemebv wnting thc bulletpoints(benefits) :rtlgr sale;

for _vour
lctterllrst. chcck oul (andbu-v-.r
all ol-Johncarlton'sprodrrcts
al
lvwrv.markctingrebel.conr.

Alrl'rtYc
gct ltsclose--r.r'ithout
lving-to promisinga "ntagicpill" solutionr.r,itII'9rrr
lrcadline.Rcrncnrtrer,no ()rlrwlnrs to leern.work ()rcilrnunVthing.

Re'rnolc"rv<lrk"wttrdsfrrrnrvour headline(s).
Witrdslikc: "lelrn", "terach".
ancl"erLrn"
Ilcplaccwith u'onlslike: "cliscttr,er".
"show".anrl"rcw,urtl''.

I 0 Write ls manvhcadlines(rvithinreason)as possihle.F\rtthemawayor.ernight

and
rcviervtlrcncrt cla-v
if vou hurc lirr-rt'.

ll Continueyour headlineeducltionby readingthescbooks:

'I'esled
Advertising i\lethrxlsby .fohn Cnples
Nlaking ,\ds I'av bv.JohnCaples
How To Nlake Your Atlvertising jVlake}Ioney by John Caples
I How To Writc ,,\ (iood .\dvcrtiscnrrnt by Victor O. Schu,ah
I l-he First IIuntlretl ]\Iillion b.vFl.[Ialcleman-.Julius
I
L

Chapter4-8
 Chapter5:

Secretsof writing EffectiveSuperscript

And SubscriptHeadlines...And... The
All-Important OpeningParagraph!
"A good headline."said Hou'ard Ncu'ton. of J.tvl.Nlathcs.[nc.. "gcts
loLrr fbot in the cloor
ill the reltdcl"srrtind. t\n uttfitrttutatclcltclparagraphcrutcur.lscvou t() losc a c()uplL: ol'
'lit
toes." -- Iironr vic Schlvab's.flrrrr' lltritc A GrtrtLl,\,!t.aili.sr,trLt,rtl

s i m p o r t u t l s t h c r r a i n l i e a d l i n co 1 - a nu c lo r s a l e sl c i l c r i s . t l r c h c r r r l l i n ctsh u t c 6 r 1 cb c l i r r e
anclltftcr it arc ccltutllvirttportant. I'ln talking about thc supcrscript(or leatl-in)hcarlline.
and the Suhscript(or lirllou'-on) hc-adline.Il'all this solrnclstirreign ur conl'usingto you. don't
lvorry. It's tltlt thtll compliclttcd. Supcrscl'ipt just nrcanswrittcn or printctl lrtrove,and sr-rbscript
r)rcaltswrittcn or printcd bclorv.

H e r c ' s i t n e x a m p l c - t o i i l u s t r a t cu r i t a tI ' r n t a l k i n g a b r i L r t - f r o l na n r u l t i - p r i l l i o nc | t l l l u
prornotion I u'rotc u lcu' vclrs buck:

( Su p c r s c r p
- rt )
"'f he Jew rninutcs y-otrtake to listen to the cnclosed.free tape v,ill
be the most irrtportant oJ'vour life -frcm a Jinoncial point-of-
view -hecause it reyeals...
(IIcldlinc)
"How To MakeALL The Money
You WantMakingSimple,High-
ProfitTradesEverySingleDayThe
Marketls Open...Guaranteed!
(Subscript)
"Now, at last, you can beat the market every single rlay it is open- in ggod
times or bad - right from the comfort of your own home. And most davs,
using the amazing 'Early Nlorning Secret',you can make severalhundred or
severalthousanddollars the first 45 minutes the market is open... rvith almost
ZERO RISK... and then... go play a round or trvo of golf, go fishing, spend
time with family or friends... or... whatever you feel like doing!"
(AnotherSubscript)
(NOTE: This trading svstemeven wnrks on the worst traclingclal'simaginable...
such as...
September17,2001.when the market reopenedafter the horrible terrorist attacks on New
York Cit;" and Washington D.C. That da1',the Dorv JonesInciustrial Index had its u,orstpoint
drop in its 105-y'earhistor-v...681.E1 points to he exact. Ilut. vou still coulcl'vemade plentv of
highlv-profitabletrades that day... if... y'ouknew rvhat to look for. Hard to lrelieve?Nlay'be
so. But it's true! Pleasetake a few minutes to read this letter, and let me explain why...)

Chapter5-1
 See,prettysimple,huh?

Anywav, yott'll heartheseheadlinescallcddifferentthings. Most copywritingcoursesdo not

evendiscussthemat all. Guessit's up to me. So hereit goes...

Firstthe superscript hcadline:A superscript (or lead-in)heaclline is usuallva shon"teaser-

like" sentence or incompletesentence that getsthe reaclerinto the main heaciline.Usuallythey
arecuriositl'-laden andsometinles includea benefitor bcneflts.I put tlie superscript in bold
i t a l i c sf i r r e x t r ae r n p h a s i s .a. .n t l . . .I o t i c nu s ca n e l l i p s i st.h el r t r l c" . . . " i i t t h ee p c l o ft h e
supcrscripl. t()cat'r\/the eyeandlbrcethc prospectinto rcacling thc headline.And. because wc
readfronl lcfi to right.thc strperscript bclongsin thc uppcrlel'thanricorncrof thepuue.

Anothcrtip: Il'you ha'c a tice ol'1erol'sonresort.trrcsr-rpcrseript rs a \.crygoodptacet<r

mentictttit. If vou vVantnllxirnumresponsc. don't hiiie tltutVourof'fcris tr-ec.Tell 'em up front.
r\nrl lirr th:.ttnurtlcr.vou nrightwant 1()tcll 'cr)].or tcll 'ent againin thc
in thc sLrpcl-script.
s t t l r s r 'Itr' li l t e l r t il rl t c .

IIcrc lrrc sonteothcr rvinning sr_rpcr.script

cxanrples:

(I'r,e Got to Get ]-his OIT II1' Chest Refbre I Explocle!) Ja_r-'
Abraham
'l'he1''re
clirt cheap and rvork like craz1,'...((iary Halbert)

Fonner stnr oJ'I)vnastyrereuls... ((iar1' Halbert)

Nov, ,,lt lttst,l'ou Can (iet It Too! (Gary l{alllert)

It's "t'iteuttttg"... hut.-. it works! (Ou11,Halbert)

I v u're gonryafreak out oyer these Iitt secretstt ! (John Carlton)

Fuse lhe secretof T'iqer Wood's ,,perfectpower"

tnto vour bodv...for
IiREE! (John Carlton)

WARNING! Don't Even Think About Using Any Nutritional Supplements

Until You ReadThis... (John Carlton)

It's the amazing secretany serious bodybuilder would KILL to possess

! (John Carlton)

Artd it's lours f REE if you want! (Iohn Carlton)

Next. aresubscript(or follow-on)headlines.Subscriptheadlinesarejust below the main

headline.I usea subscript-orL'venrnuitiplesubscripts- to rellly pile on t5e beneflts...create
evenmore curiosity/reward fbr reading,and olien to starta little mini-storyto piqueinterest.
Many times I'll throw in someurgency,too. For example:

Chapter5-2
 "Readthis entiremessage
right awaybecauseyour chance
IO absolutely
cxpiresin the next I I days..."

My exampleon the first pagecontainsall the elementsof a goodsubscript,exceprurgency.

Hcrearesorneotherwinningsubscriptexamples:

Sherwin Cody'sremarkableinventionhas enableclmore than

100.000peopleto correct their rnistakesin linglish. Only l5
minutesa day required to improve vour speechand u'riting.
( N , l aS
x ackhcirn)

Norv,at last.vou can loseup to l0 poundsin 2 cla1,s... tlren...up to I p6untl a day

until y'ouloseall the weightI'ou lvant! Ihere's no strict dieting! You n'on't h:rl'eto gil,e
up vour favoriteftxds or starve! In fact. \'oll cnn e:rtall vou rvantevert,other cl:rr,!
There's no clangerousntedic:ltionto take! You IX)N"I' have to do :rnv exercise! And
bestof all... you can lcarn to do this ABSOI-UTELY FIlItIl! But. only *,hile supplieslast!
( O n co 1 - r n i nlci r r a n c \ \ ' s p i r pac trl l c u t u r i n uN , l c l a n G
i er i f l ' i r h) .

LrseTheseProven TechniquesInnnetliatel,*
To I'ro.fitLike (,-ra:.v...Even During The Rtt:ession!
(Ciarvf{alberl)

Bestpart: It will t:rkevou.justoNE soLID ITRACT'ICl.l swIN(;

to add rrn.ther 50-70.super-accur:rte ],arcrst. !,,ur drivcs...
doing absolutelynothing to vour basicsrving. l.oo good to be
true? Checkit out firr lourself - without risking il penn)...
(John(larltont

This astonishing"accidental" discoverywill soon changethe wav everybod!.

trains to get superhttntansizeand strengthas last as huntlnlv possible.
Ilut right nol, it's still the best-keptsecretin brxlvbuilding.

Horvever...yau can seeit F"REE,if vou chorJse.

right now!
(JohnCarlton)

A "better than risk free', invitation to join the

premier baseballcard collectingsocietyin America _-
and receivea $118free bonusjust for
agreeingto previervour selectionsof rookies,
and superstarplayer cards.

By the rvay,I've seenJayAbrahamuse(successfully) three.full, 8.5" x 11" pagesin a sales

letterfor the superscript,
regularheatllineand multiple subscriptheacililes.So .s far as .rles
go... throw 'ernoul thewindow.

Chapter5-3
 Basically,my own personalpreferenceis a super,regular,andthenone to threesubscript
headlines.ProvidingI've -eotenoughspace.In salcsletters,that'sno problem.Spaceads
usuallyrestrictvou a bit.

Salutations
I could give yor-rmany examples of ditfbrent salutationsto use. But mv personalpret'erence
is-unless I'm personalizing-alwavs. "Dear Friend.". i do this becauseu,i,-,.rn ne'er go
wrong lvith that. tlsing things like. "Dc:arFrustratcdBusiness Olvncr,"... or sorne
s,ch thing
can backl'ireon \'()Ll.It's an assumptionthat mav or mav not be tmc. r\nti votr run the
risk ol
Iosing thcm if it's not. "Dear Friencl."is benign. Alnrost no onc rvill bristle at hei'g callecl
" l ; r i e n c l " ' F t t r t h c r .i t ' s m v p c r s o n a l
t i p i r t i o nt l r : r t o
. p c n i n g sl i k c . " D c u r F r u s t r - u l eIrJl u s i ' e s s
()$'tlcr." givcs the salrtcel'ltct as itclclressins
voLlrdircct rnail uith. "l)ear ()ccupant.". It courcs
ICrossas being non-pcrsonal...take. if vou will. So. unlessyou ilre soing t9 personaliz_e.
I'cJ
.tick rvith "Deur lrricnd.".

Also. at leristin a saleslettcr. I ha''e a "From:" line. I_ikethis:

ii'orn:
Sc,,itt
L. Haines
C'lcrrrw'ulcr[Jctrch. l:l-
'I-rresrlav.
2: l8 p.rl.
.lunc l-5.2(X).1

Deur lrriencl.

Norv. let's tttore to thc place wltcrc u lol ol'rookic crtpvu,ritcrsscrc\\,rrp his tinre.

The All-Important Opening Paragraph

The purposeof the openingis to hold thc reader'sattentionanrllbrce them to read
on. How
tlo you do that'l Therearemanvways. Ilere are threegood .'uiLlelirrcsfbr clfcctiveopenings.

1. lvlakeit shortand easyto read. And when I sayshort,I mean,don't makeyour

first
paragraph4 or 5 lines lon-q.Anywherefrom a few wordsto threelinesworks well.
Here,san
examplc,andmy favoriteopeningto use...especiaily on nt.:wproductsor with ncw clients...it's
t h ec l a s s i c" i f l t h c n "o p c n i n g :

If you areinterestedin -, thenthis will be the most exciringmessageyou.ll ever

.onA I

H e r e ' sw h v :

Chapter5-4
 That's a template,and you just fill in the empty spacewith whateverbenefitor benefitsyou
want like this:

If you areinterestedin losin-e

all your exccssrveiglitquickly.easilyandrvithoutstruggle.
then
this will be thc mostexcitrngntcssase you'll everread!

Here'swhy:

2 . A n o t h e r w r l v t o s t a r t i s - f r - r s t c o n t itnhucef h o L r s h t i n t h e h c a c i l i nIc. .- c t ' s s a v r , ' o u r h c l t l l i n e

15.

"Overweight?"
'fhen
thc openinu coLrldstarl like this:

"If you are overweight.hcre's a qttick and easy solutionto cllre vt'ruru,eightprobiern..."

O r , i l ' t h i s i s y o r - rlrt c u d l i n e . . .

"FlorvTo Get Rich And Stav T-hatWav!"

'fhen
this could be vour opening:

" l t ' s e l r s vt o g e t r i c h a n d s t a v r i c h i n i \ r r r e r i c ut t t c l a y . . .

Hc're'shor.v:"

3. Arld still vet anothercfl'ectivewil\'to starl is with a big pronriscor pronriscs. l-ikc this:

"T'his lllcssasecontainsthc djet sccrctHollyr.voodStarsuse to lose wcight firstwithoLrt

dicting, exercisingor clangerous
medication!"

Or...

"This could be your one chanceto strike it rich in the stockmarket."

Or...

"If afteryou readthis message,

you still don't think you can makebig moneyin
I'll sendyou a crisp,new,2O-dollar-bill
right out of nty own pocket...guaranteedl"

Speakingof openings.Gary Halbert'sfavoriteopeningof all time was writtenby one of his

early nrentors,ThomasHall. Hereit is:

Chapter5-5
 "If you would like to loseup to 63 pounds,thenhereis how I did it in Japanand why
I think
you can do it in America."

A few yearsago,when I rvasliving in Los Angeles,I brainstormed a bunchof openingsat

mv favoriteStarbuckson the cornerof Olyrnpiaand Fairfaxin thc Miracle Mile distr-ict.I
rememberthc eveningas clearas if it were vesterclay.First.I had a coupleof Venti coff-ee
s ancl
got supercharsed rvith way too much caffeine.Then,I startedwriting down differentopeningsI
could use. I did this becauseI rvasworking the local freelanccsceneand too manvof m1,
portlirlioexarnplcs rviththe "i17thcn"
startecl opening.Not a gooclthinurvhenyotrarctrr,,ing t.
shorvho'ul'talcntedvou are.

AnYr','ltv.
I savedtltttscopcnincsknor\,'ingtlratthcywoultlbe uscl'ulat \orlrepttint...if n9t
riglttauar'. Llerearctttrtstol'thernrvithonecaveat.Thescarcn't"proven''*inners. I'm usi.g
tltenthercasexantples... as icleasparkcrsvou canplav aroundrvith. llere it gees:

1- You rnavnc\/erreada nlessage

so itnDortant
againI

2. I thotrghtI rvasloiltg [o go crazy looking for a solution to

3. Crtzy! Or at leastI thoughthe rvas.

,1. I)on't rcadthis if y<luulrcadyknou.'Ittlr.v

to

- 5 . I t r i c c ll 6 d i f f e r c n tt h i n s s t o c u r e r n v C ) nt h e l T t h t r v . I l i r u n c tl h c s o l u t i o n !

6 - P l c a s er e a d t h i s c n t i r c l c t t e r( i t r i ' i l l o n l v t a k e a t g v m i n u t c s li t ' 1 c i u ' dl i k e t h e s o l u r i o n

to
your monev rvoriesl

7. lf you'll take a nx)lrlenIto rcad this lettcr',I prorniscit'll changeveur lil'eI [-et me
explain...

8. You shouldn't reacithis letter il'you alreadyknow how t. cure ! I f not, read
ull.. -

9' You rnight silve a child's lif'e by taking a few minutes to hcar wliat I have to
sav. Let mc
explain...

10.I know your time is important,but whatI haveto savis alsovitally irnportant...andif
you'll takea motnentto rerd this letter,I promiseit'll changeyour life... or. ..
I'll pay
you $20!

I I ' You don't know me, but if you'll give me a few minutesof your time... I'll change
vour
life !

[2. I was overweighttoo until I discovcredthesequick andeff'ectivediet secretsof the starsl

Chapter5-6
 13.I was shockedand you will be too afteryou readthis letterl

14.It was the scariestmomentof my lif'e anclthis letterexplainsit all. But more importantly,
it explainshow to keepthe sameterribrething from happeningto youl

l-5.I shotlbr themoon,but onlv carneup with a han<J full of dirt... then...I discoveret1
a
secretweaithtechniquethat macleme rich for life ! You can useit too.. . let me explain.. .

That shotllclgiVevou sottlcitnlno tt-itvork with. But jLrstin c1se.6crcare solne"pr.vc'"

exarnplcs.
as well:

I. I artl to irtlirrntvottlthouta 2 I -year.tirnc tcstcdwav to Lrscvour pcrsorral

"vriting
cotnputerto makcm()neYright l'r'olnvour home;or. createntr,rlti-rnillion cl<tllar
busi.csses
from scratchwithoutbankloans.vcnturecapitalists. or selling sttrck.(BenSuarcz)

2. I r:scd1tlr.vorkltard.J'l-rcl8-lxrLrrdays. Thc 7-davu,'ccks.(JoeKar.bofioln his.,ThcLazv

N I a n ' sW a y ' 1 ' oR i c h c s "a d . )
'flle
3. llrdicslta'u'c
becntalkirt-g
uboutvou. And w,hatlhev\\,ant\,outo kno,,vwill cltrurge
your liJeovernight.t(JohnCarlton)

' 1 - I l - t h e c n c l t ) s c ((ll c r r r t a nl t c i c h s b u n kN o t e
l i r r 1 0 0 . ( X XN) J l r k sp a v s l i r r o n c r l i n u t c . l ' v . r r r
tirrre. consider voursell'cngasccl. (Robcrt C'oilier)

- 5 . I ] r - r ' c ' sa d o l i a r :Y c s , i t ' s a R [ . A t - t r o l l l r - - r r i c ec l c u n: r n t ir r c . u r .

Keep it if you want to. after vou'r'e read this letter-t-rut I clon't bclier,eyou vuiil,
then.

Hcrc's what it's all about: (Robcrt C-ollicr)

6' At yor-trreqllest. I shall bc glatl to send you one of thc rnost talkccl-ol-jittlc
books ever
r'vrltten.It will c(r:,tyoLrcxactly one cent - thc pricc ol-the stamp that
will bring the
enclosed card back to me. (Robert Collier)

7 . Arthur hadjust played"The Rosalv." Thc room rans with applause.I ciecided
rhatthis
would be a draniaticmomentlbr me to makemy debut. To the amazement
of all my
friends,I strodeconficlentlyover to the piano and satclown. (Johncaples)

I love my wit-e.And I understandu'hy shewantsme to keepmy mouth shut.

shejust
wantsto protectme from the IRS. (Ted Nicholas)

9. If yotr are interestedin rnakinghuge and automaticprofits in the stock marker

everv
dav-in an1'marketconditions-then this is going to be the most excitinsmessage
vou,ll
everread! (Oneof ntinewith the ..ifltiren,'opening.)

Chapter5-7
 10. If you areinterestedin making monev-serious money-with the samesecretlist of fast-
movingstocksusedby Wall StreetInsidersandEliteProfessional Tratlers...and...
enjoyingthe kind of wealth.successand personalfieeclomrnostpeoplewill only ever
dreamabout.. . thenthis is going to be the most excitingmessage
you'll everread!
( \notheroneof mine rvith the "iflthen" opening.)

A few more thoughtson powerful oneninqs:

A l,' h o o k s / e r l u r s c so n c r t n , \ u r i t i n g l r d r i s e y ( ) u t . r i r s c l r t ; u t ' s t i ( ) nl r s i t n o p c n i n g S t i l l L - m c l t t( )
get yc'n: " t d e ri n r o l v e d . I s t h i s g o o d a d v i c e ' l S o m e t i n t e s . B u t m o r e o l i e n t h a n n o t . . . n o !

wt' xt ask u riucstiollin thc oPenint scntencc(or lrcurlline.lbr that ntattcr),vou rltn a high
risk o1' ing a "so whiit" or a "llo" response . Norv I'm not sa-vingvou should nevcr sta.rtyollr
s a l e sr rgervith a question. I sotnetintcsuse them. Anci thcv clo il,ork. Forcxarnplc. onc of
thcm, : c c c s s l i rhl c a c l l i n c as n c la d s o 1 ' a l lt i r n c i s M a x S l c k h c i r n ' s :

Do You Nlnke TheseNlistakesIn [,nglish?

TI: ran for nlore tlian'l01ears. So questionsdo u,urk. All I'rn sayingis be careful here.
Askir lucstionis trickv. If vou ltre going to ask a qucstion.nrakcsurc it's open-cntlecl...a
qucstl u , i t h a s i n t p l c" y c s " o r " n o ' . S u c l ta s :
i : . rct i u t n o th c a n s u ' e r e d

ise careerpitlalls httldins vou hack'J"

o,
"I, ; b i g g o r c r n l n c l l ts p c n d i n gc t t t t i n gi n t o v o u r . l 0 l ( k ) r ' c t i ; c n t e l lti r l t l / "

Or

..\\
ill your retircrncntsar,'ings
be cut by Lrptt 67(/owlicn C-ongress
plissesthe ncw urti-
srnoki il?"

An ' trickis to look lbr your

openingf iirtherdown thepa_ge...or... on pagetwo or page
three. sce,manycopywriters(especiallyrookies)"wilrnt-up"to the importantstuff. And
often, clon'tget to what is really importantuntil later. So checkyour copy for this. you
might lhatyour 3rd, 'lth or 5th paragraphis much morepowerful,with what you reallyneed
to say .ut u'ith.

Ire .luotesomewhere(I wish I could rememberwhere)that saidsomethinglike this:

"\[' :n doubt,cometlu'oughthe door with both gunsblazins',

An, ii.rtthatllleansis... openstrong. If 1'ouarc not surcwhat to stilt with... stan with a
shockc a big, bold statement, loadedwith benefitsthat aremeaninefulto the reader.

Chapter5-8
 I thoughtI had readthat quotein LawrenceBlock's book, TELLING LIES FOR FUN &
PROFIT. I couldn't find it there,though. Doesn't matter. BecauseI di<lfind somcother
extremelyusefuladvicein chapter24, "opening Remarks."such as:

"GETTING THE STORY N'IOVING. The worst thing aboutthe openinrsof mosrstoriesb1,
new writersis that thev takemore tinre gettingstar-ted
thanan old Stutiebaker
on a cold
morning."

"ln a sensc.of course,urostefl'ectir,eopcnin{s do scvcralthin{rsat oncc.

f'hcv sct the actiorr
uoing, set the tone, and establishthe problem..."

" . . . v o L l ro p e n i n gh a s t o b e g r i o d - r t r t l t e r c s t o l ' t h e s t r t r r ' \ l o l i ' t

l l r v e I c h a n c cL r c c l u s c
notrody'll stick around to rcaclit."

"Wcll. oPe:nittgs are alwavs inrportunt. Writcrs of non-fictiou arc rvcll a.uvlrrc
of the
llllpoftanccol'gctting things ol'f to ri sooil start. In a straightnc$,sst()rv,the lead
is literally
everything.crnbodvingin a sentcnceol' t\\,o the who-rvhat-\\,hcre-when-ivhv-hou' of it all. In a
m a g a z i n ea r t i c l ct h c l c a d i s n o l e s sv i t a l . . . "

"But o"'erthe yearsI've rarelybeentrrlr/anvthingaboutrvriringtechniquesthat ha.sdoneme

nrucltgood. The outstartding erxccption
is this one prcccpt.u,hichI'nr goingto suyaguinto
lesscnyour chancco1'fbrgctting it.
Drn't beginot tlrcbeginrr.itr.g."

Great advice. I can't praiscthis hook Iiighly cnoush. It's fantasticl Iriek 1p i.rcopv urd rcucl
it. You'll kccp it around fioni no',',on as a refcrence. And lt a risk of uoing ol'f on a tangcnt...
don't make the mistakeof ignoring the arh,'iccof othcr top rvrilers(cspcciallysomt:oneas
intcrcrstiltg
itntl talentcclas Blttck)just bccausethe-vtlon't u,ritc ltlvcrtisiltg cgpv. Slrc, yuu
shoLrldbc rvary and selectiveof what vou read. [Jut BIock's book is labulous.ilitlr tons ol'uselul
advice that will make yott a far better. far more productive, ricirer anclrnore satisfied
{c()pv)wnter.

Also- if you havesomeextratime, readhis book: SuchMen Are Durtqerous.Halbertsaveme

a signedcopyto readyearsago...andit n,aswcll worthwhire.

Here's Your ExerciseFor This Chapter:

Pick up a Reader'sDigest andcopy down the lst sentence
of everyarticle... look for
successfulformulasthat repeatagainand again

I n T e s t e t l A d v e r t i s i n g M e t h oJdosh,n C a p l e s s a i d t h a t h e d i d t h i sa. .n. d h e r e ' s w h a t h e f o u n d :

a intemtptineIdeas...a srartlingstatement
or noveltwist
a Shocker
a News
a
Quotation

Chapter5-9
 . Story

Over half of RD articlesbeginwith a story

He alsosaidthereare5 thin-ssyou shouldnoticeaboutRD openings:Thev are:

l. fact-packed
2. tclcurirphic
3. specific
4. havef'elvadjectives
5. curiosityirrorrsin!

I just pickcdup theJLrnc 2004issueof I{eacler's Di-scst

anddid thisercrciscto sceif it ivas
s ll valid. Hereis the first line of severaltrticles:

Interrupting ldeas or Shockcr:

" Y e s . l o s i n ga j o b i s s t r e s s l i r lb. L r ti t t u r n so u t t h a t r e t a i l i i n s- \ ( ) u lp o s i t i o ni n t h e l " ' a k co 1 '

cdlr11';',ttu Ial'ol'1.s is no picnic t-ithcr."
Nelvs:

" O b c s i t v i s r v e l l o n i t s \ \ ' a _tv( ) s u l p r l s s i n g

s m o k i n ga s t l t e N o . I p r c r e n t a b l ck i l l c r i n t h i s
country."
Quotation:

I t l i d n ' t f l n d a f - i r s st e n t e n c e( i n t h i s i s s L r et)h a t s t a r t e dw i t h a q L r o t c . .b. u t I d i d f l n d t h i s

hl'adline."We'r'e Been IIitl" The sr,rbhcad (subscript)wiis. "Lightning had killed one climber.
Ii-'scrrcrshad ir-rsta f'eu'horu'sto savethc other 12."

Story:
-'Onc
nightin 1984.wi,enI hadjust bcgr-rn
workingat NBC Nerv's,
I calleclmv dad.Tirn
F sser-t,
Sr.-he's known as Big Russ."

''I couldvisualize
mv party:an informalreunionof tencollcgegirlfriendsandtheirhusbancls,
sr ;rredelectabletbod, a beautifulvenue-and me, havinga ball."

"The euphoriawashedover David Shepardthe instanthe walkeclout of prison,and didn't let

up tor houts,not until he finally collapsedfrom exhaustion,
sal'eback in his mother'shouse."

lt seemsthat Mr. Caples'observations are as true todayas the day they werewritten. Do this
excrcise.Might I alsoadd,you shouldbe studyingthe headlinesand subscriptheadlines.Buy
the newsstandversion.and alsosubscribe.The coverblurbson the newsstandr,'ersion are more
pon'erful. Thev haveto be to scll copiesoff the rack.on impulse. Note the diffcrenccs.
One frnal thought:Do this exercisewith TlrcNationctlLnqLtirer,too. Their openingsareeven
better. Here area coupleof examples:

Chapter5-10
 white -
"Fotgetbargain-basement in mega-richHollywood,it's 'Here comesthebride,all
dressedin eold anddiamonds!"'

girlfriend- jealousof her bovfriend'saffections

"Erin Wylie is the world's most heartless
fbr his dog, shehelpeddrown the poor poochin her bathtub.policechar-ge."

SeewhatI mean?

Next Chapter:
[{ow't<trvritc ullra-contpcllingbotlv copv thllt scts rcurl anrl lcsl.lontletl
tol

r-- -"-1

Ouick Summarv Of Kev PointsIn Chapter5:

l. r \ s t r p c r s c n pht c l d l i n e i s j u s t l r h o v ct h c r n a i n h e l t l l i n e . I t i s u s r u r l l vi r s h o r t " t c - e s c r - l i k c "
s e t t t c n c e( ) r i n c o t t t p l e t es c n t e r ) c ct h l t i s c u r i c i s i { vl r n c l , i obr c n c f ' i t - l a d c n .T l r c s u p e r s c r i p t
g o e s i n t h e u p p e r l ef i h a n d c o m e r a n d i s o f t e n s c t i n b o l d i t a l i c sl b r e x t r a e n t p h a s i s .
. . \ l s o .a r t c l l i p s i s i s o t t e n u s c d . t t t h c c n d o f t h e s L r p e r s c r i pt o t pull thc rcarlrrinto tlrc:
I t c r c l l i n e . I f 1 ' o ul l t v c I l l ' c e o l ' f ' c rt t f ' s o t t t cs o r 1 ,t h c s r r p c r s c r i l .irst a g o o t i p l l r c ct r r
r r r c n t i o ni t .

2 . S t r b s c r i p th e l r d l i n c sa r e. j u s tb t : l o w l h c r n a i n h e r r l l i r r c . S r r b s c r - i p t s( ) r r ) \ ' c r tr n u l t i p l e
s L t l t s c r i p t s - l t r cu : ; c d( o r e a l l v P i l c 0 n t h c b c n c [ - i t sc. r ( ] t r t r ' l ] t ( ) rceu r i ( ) s i { 1 / r$el r r d f o r
r e a d i n g .a n d o f t e n s t a n a l i t t l e n t i n i - s t o r vt o p i c l u ei n t c r e s r . I t ' s I s o o d p l a c e t o n t e n r i o n .
o r t l c n t i o t t l r g a i nt h e t v o u r o f t e r i s l ' r c e . . .a n d . . . u r o o d p l l c e t o t h r o r v i n a l n e n t i o no f
u r g c n c v i n v o u r o 1 ' l c r . S u c h l r s :d c l r c l l i n cc h l e . l i u r i t r r c l - t i r n el i.n r i t c r l - r r u u r l i ecr ,t c .

3 . " D e a r F r i e n d , " i s n t y p r c f e r r e ds a l u t a t i o n ,u n l e s sI ' m p e r s o n l l i z t n g .

'fhree
4. euidelines fbr el-fectir,'e
opcnings: l. IvIake it sh{..1arrd easy t o r e a d . 2 . C o n t i n u e
the thought startcd in the headlne . 3. Big prornise or prornises.
I
I
5. Try not to usequestions in youropenings.. . or at leastdo so sparingly.Anclif'yoLrusc I
a question...makcsureit's onethatcan't be answercdwith a simple"yes"or "no" I
I
6. Pick trp and reada copy of LarvrenccBlock's book, IElllNG LtESFOR FUN & I
PROF]'t.

1. As an exercise,pickup acopy of Reader'sDigestandacopy of TheNationttl

Enquirer... and... write down the first paragraphof all the articles.Look for successftrl
formulasthatrepeatagainand again. Roth subscribeand buy the newsstandversionof
RD... notethe differenceseachmonth in the covertitles.

Chapter5- 11
 Chapter6:

How To Write Ultra-CompellingBody Cnpy

That GetsRead And RespondedTo!
"Ytiu can't be perfect ernde ffective at the sanretime."
- S c o t tL . I l a i n c s

l t li n c l u r l cI ] r \ ( ) \ \ ' rq] u ( ) t ei n s t r r l c t h i n1g' l l w r i t i n g . B L r tI. d o n ' t

k i r r dt ) l L ' : l ( ) t i s t i ct o
Q.-.-',tt
J c u c . l ' t t t n o Ld o i n gi t l b r r n , ve s o o r s a t i s f a c t i o n .i t. '.s t b r y o r : rl l e n e f i t .Y o u s e c .the kev to
r ritinScornpellinu bodv copy (or any copl'.lor thlt matter.). is looseningr:p l lrttlc. If vou are
tr'fing too harcl.all vrtu'll clo is "lock u1t".

ln fact. here.'sa bie rvritins secret. onc that .,villnot only help you get better... but also..
g c t t n r l l ' et l o r t cl t l l t c r t r r t r t ' t i r t t r ' :
Allorv Yourself fo Suck!

It's okat'. Yiltt're not doing brain surge'ry...the patientwon't die if everv worcl you put on
tltc pr.tueisn'1pcrl'cct. Rcrnerrrbcr.just l-rrclu:c-\,ou w'riteit (or tvpe it) clocsn,tllcan it has to bc
Irrinteclor published that way.

I'ttt nrlt thc <.rnly

pcrsottw'ho leels this',r'uy. In frrct.hcrc's whut StephcnKins saysabout flrst
rlraltsanclgctting started:

"Ncvcr look llt :t rcl-ercncc Lrookrvhile tkring a first dral't. You rvant [o writc
a stgry'? Finc.
:)tttawaY vtlur World A.lntattac.aud your thesaunrs.Bctter yet, thrit'uvyour thesaunrsinto the
r astebaske t. The only things creepierthan a thesaunrsare thoselittle paperbackscollege
.tt"ttlettts ttltl lazv to reaclthc assigncdnovels buy around exam tinrc. Any word you h.r,c to hunt
Iot'i11', thesaurusis the r.l,rongrvorcl. 'fhcrc are n() exccptio is to this rule. ygu think yoLrmight
have rnisspelleda word? O.K., so here is your choice: Either look it up in the dictionary, ttreieby
rtlaking strreyou havc it right-and breaking liour train of thought anclthe writer's trance in the
bergain-or just spell it phoneticallyand correct it later. Why not? Did you think it was going
to go some*'here'l And if you need to knorv the largest city in Brazil and you find you don't
har c it in 1'ourhead, rvhy not write in Mianri or Cleveland'l Yor-rcan check it... but later. When
,rtru sit do\\'n to write, w,rite. Don't dolrnlthing else exccpt go to thc bathroom, and only clo that
r t ' i t a b s o l u t e l yc a n n o tb e p u t o 1 t . "

Gr)odadvice. With one caveat.What he savsaboutthe thcsaurusis sontewhattme. Except

in thc caseo1'acopyrvriterrvhereyou are lookin-slbr a simplerword to replacea ten-doilar
rrord... or.. . lookinsfor a betteractionverbor po\\'eru'ord.

Y Arrruar.that'ssteponD c .o n ' t t r y t o o h a r d . a l l o l v l , o u r s e l f t o b e l e s s t h a n p eA
r ftel ecat .s t i n
vour tlrst drali. Anothertip: Your first drafi shouldbe rvrittenfastand furious. That is. when

Chapter6-1
 you get your inspirationto write... you shouldwrite. write,write, as fast as you can. Don't slow
dorvnto "think" aboutanything. All the bestwriting (of any kind) is the fastestrvriting.

Here's why: When you areconsciouslythinkin-saboutwhat you arewriting, )/ouaretrying

ertra harclto be smart.persuasive
. clever.ctc. And all thatclocsis block you and slor.vyou
clorvn.You shouldstriveto miikevour rr,ritinsan almostunconscious behavior.Like walkingor
talking to a goodlriend aboutsomethinsfamiliar. That's u hen your rvnting is at its best.

Bttt. htxvclov<tt-t
gct to tltatautorriliticpilot stvlcof rvritinc'.)It's elsr,. It's not evcna sccret.
The r.vavt'ou becomea goodor -grcat copvu,riter(rtr anv kind o1'n,riter, fbr thatntatter)is by
WRITINGI Whensonte()nc askslne u'hatit takcs.I tcll thcrrrflat oLrt."lf'vou vr,nrit to be a goocl
rvriler.rvrile. You'll he a bctteru'ritr'r'lil-tcr
rvritingl().(X)()
worrlsthrtnvou wcrc i.rtl.(XX).Bcttcr
at l(X).(X)O than 10.000.And bctterat 1.0(n.(X)0 thanyou \\'erear 100.000."And on... andon...
andon.

Sonte secrL-t. hLrh'lIloi,vcver.thcrc is a *'ay you can ('/?('rr1

\'out'wav to bccomin_s a bettcr
copYwriter. And I'll talk ntore about it in the next chaptcr. For nolv. I just u'ant vou to
untlcrstanrllhat thc faslcstrvriling is the best r.i,'riting.

ln ntv copvwriting mini-coursc." fhe Arnazing ClopvwritingSccretsOf An Atlutan Who Has

To Live By FIi-sResults",I gir.'efast-ri'ritingcxamplcs lirm thc nrusic,filrn and advertising
rvtlrld. Sincc tltltl time, I lilrr,ccrlllcctcdntlu'rvllorc exulnplcs. [t's arn:rzinghorv rnanysLlpcr-
hits arc u'ritlen in a tlash. Do rou rernenrbertsobby Nlclicrrin's song. "Don't Worrv. Be
I l a p p y " ? I t i . r l t sr " r i t l e ni n a l c n , m i r t r r t c so n t h c s p o t i n t h c s t u d i o " I I c u , a sr e c o r c l i n g ; uar l b u n r
a l l d t l i c l t r ' tl l a v c c ' t ' t t ) t t gsho n g sf i r r i t . S o l i c s i r r r p l va n t l q L r i c k l vr , v r o t cu n o t h c - rN
. ow, whcther
vou Iike tlte song or not, vou c:ln't denv its popularitv. ln l'act.it won both thc Recordof the
Y e a r a n d t h e c o v e t e d S o n g ot fh e Y c a r a u ' u r d s .A n d . i t h i t t l i e# l s p o t o n p o p c h ; i r t s i n n e l r l y
cvcrv collntrv in tttc world.

Arnazing. I discc.vera lot thesefast-uriting firctswatching VH1's "Behind The N1usic",or

"llt.siclcthc Actors Studio". ur A&lr's "Biouraphy". And I'rn simply anurzecl
IJra'u'o's at thc
shecr nunlbcr of megit-hits- that stcm ficrnr the rvritten wurd-that are donc secminglv without
effor-tand extrernelyquickly.

Anyrvav, so, first dlaft. . . wri te it f ast and l'uriously.. . throw awav your clictionarv,thesaurus
and strangle your lntemal Editor.

Norv On To The Nuts And Bolts...

Compellingbodv copy conresin two forms: Reason-rvhy and storycopy. At leastthat'swhat

you hearwhen you readclassicadvcrtisingbooks. However,all the bcstcctpy...especiallythe
bestcopy writtentoday... is almostalwaysa combinationof the two elements.You harcllyever
seea pure storyad without reason-whyor vice versa. It reallytakesboth to get thejob done. Or,
at leastto get it donenrostef'fectively.And the bestway I know how to show you horvit's rjone
is by example. On the next pageis the completetext of a successful f ull-pagenewspaperacl
written Gary Halbertthat ran in the June29,1918 editionof the Los AngelesTimes:

Chapter6-2
 The Amazing Diet Secret
Of A Desperate Housewife!
l\,1.""
name is Nanl' Prr,or. I am 15 rears old. I am NOHUNGER dramrticallv reduces hunger. It rlso has a ,roothing
a housetife rnd mother Lrf three children. I would I l l r c i lr o u r s e c r e lY o u u i l l n e v elro - suee i g h r effect on.iangled nenes.
l i k e t o t e l l r o r r s o n r c l h r r r gp r t \ ( , r a l i r b o u t m \ \ e l l rrnd kccp rt 1,ll rin iln) rjiet thrt lcrrcs Iou hunLrr Rt'asrxr #2 I hrs ilirt hrs r drlfefcnl phn rrf attrck
()oc drv last S.l)lrrrb.r I just hroke tjo*n rrrl Ilurrger rs .rl rrrcsi:trhle lr-.rcc. Srrrrer or latc'r. J lrrsrlrtl lirrces lou lo t{rrntI vcrv ncrv hrllt. fhis
\trna(l to crl- r v r i l p r ' , , r e rl l u r \ . s g i r , r s r n I o i l l l n l e r ncw h,r[rili: plcrsLrrrblt rntl fun I bis lrrbit nt:rkcs
'Ilrr.
I couliln't hclp rt I h r d r c l r L : h c dr n v b r c r k i n g d r c t h n n g s I I r n ! e r t ( - .r ( l i r r ( i l L r l l s t t ) i r \ o r 1 rl fr(-issrblero \trv on rn,- dret ibr Llc rvithour crer
'fhis
rornt. I fclt like I rras loint to have J nerlou\ rrll never l.e hungrv As l nrancr rri fril rrrrc,ri icelinl ricprrred. nerv hatit makes ercrvthrn!
ltrcakdou n tirc uDr.luc iarturcr ol tlrrs rlict nrilkc: ll cr\]" ll rs srr srnrDlc vou rvili rvondrr rht trrrr
It lrrppcntd ,'nc \lorrrlrrr rrrrrrrrngri!hl tillt,r I rtrtrrh, li. lriir, rrnpossib[' lirr roLr to .\|r'r1( !](. t r r \ ' a r ( h { ) l r 1h l r r l i t r 0 r r r r c l f
g ( ) t 0 n t l l t I r r t h r r , i , r : r\ , r : 1 1 ( \I o \ \ . r t h t ril.,scli I ltrd hrnl,:r I,, rrr'- rt s like hcavcn Rtusorr #-l I lr\ (liel .onlirDs 5 rlclicious tiroristhrt
bcr'n on I stnil rlr(l llr rrerrrll trvit mLrnths. I lrad 76.i \rott[ [NF]R(;\ rnll\ \ar!',\ell hL'n('\\ tr) \(jil I lm gorug tit rsk
'Ilrjr
gone off the rlrt{ ortr thc rvcckcnd 1o live mt'rel! r Llrct ionvens bo.ll'fat io b,,Jv itr.l. \ o u t ( i C l t r t l e a s t o n e o l t h e \ C i t O O d Se v e r v r i a r
liIle brcak anrl Jrrs(to Iire likc'r normai humal Slrtnrnr rrn thc 5th (ir\ of this riret rrrur entrgv rrll All ol them rre rvhat I crll "nrtural fbod
). rng fbr r corrpie ol ,irrs Nrru thc :crlcs sai,l I b e f r r t , r i r r r r t . t s c d r r n r r t r ,i r l l \ It qrll rrtcrr'lrrc Ilnr;urlrzcrs At crrL ll,r tlr srnr tillc tlrerc firo,lr
\crshcLl IES l)(,ulds I ; r r - r tc 0 r r l r l n t h c l i c ! r ' i t i c,.,crr rIr;' Ir)lrl thc')lh L]ll uhcl it hrflt: t{) l('\,('l I t c r t i t r r r r r r f ,n r s f i l c t I \
lnl() \1)llr \\\lcnt lheV ll\o
i lrrt ntaul tllr( jrr ort lousv \\'cfi\( ld I had nrrrc 011 r\ll( r llu{ rrtrrr enrr!\ li're l $ril :trr trh0ut tlrl work 1o rclcl5c rll tcnsir'n fioril .;our nar\1's lrd
'flris
lrrn glint:d brtk cvcrr -rrnlle found I barl lort in srnr ncu i:ncrgv k'rcl wi1! pre'blrblv hc n r u - r i i ts r r i i g i r e r o u a n e r n o t i t ' n r l h 1 t . l l c l i r v c n r c
the last J weeks. rbout ll):i hrghcr thrn vrrur ler el ts nrr$. it is rerr hard to diet rl lou are upset antl in r blrl
NIrybe this dot-sn l rr'rrntl lrkc ;r big tlctl lo rou. SI\IPI-I] AND F],\S}' rrrrrrl.ill tltc trrre r
-lllls
L r u tt o n K r i l i i : l t l i l ' L :r t r : r r r c r l r Ilrrr dict r: rrrr sirr4rlc ll is rtrsr to lirllo!\ Rtlsorr #{ i l i t t i r l n l r i r } \ r f l , i r r r , l h c rr r r r i r l r u '
j lrad lrccrttll'rnr to Irrc *r:rLhl 1or tix lir\t 5 l,/l rrrn t f l , r r ( l l i l r r s t l t u r l r i t \t r l l t h c t i n l r . ) ' r t i r L l , i l(io(i !Lrh'l,rlcc ll)irl lr'krl\r's lh(i rirtilrtl llrt lrtrtrtrnL
verr\. I hird tricd lrLlurrp
i olrrr) I lrtrl trrcrl lrslrrr:t. I t L ) lc 0 i l n l i r l o t t e s . You rJo no{ llt(t\utc l)(trltrjD\ po$cr ol \our -\!5tcnr I hjs suhctlncc rrtirtrscs thc
'llre
I hrd tried hvpncsrs I had trjcd crerirjsc I hrd onlr thrrg lou Lccp trrik cri is hcr* ntuch rt'u rrnounl of lllorres rour bodl hurns each Lia_v
tried sauna belts For r rvhilc I cren urcd Io s e . thcrebv rllorrrng \(rLr ti\ ert morc uilhorrt rvcjgl,i
drngerous diet Jrrrgr ,\s irr rrs tlri:ts go I tnctl Hlr.\t_Tlll,\Nt) s,\t-rr gr irt
rlnrost cverr','rre I hc:url lrirr,ut Ihc,,\tkins (ljrt Thi: rs ncl jrrstr u,eiglrt Lrss tlirt lt is:r hclrlllt ,\ Sl'\llKl.lN(; Nh\\' B()l)\'
fhc Stillniln dicl. I ht' grrpcirurt diet l-ht: (licl irl-(). ll rs srlc ll rs prob:rhlv rnuclr srli r tllrrr I h r , \ ( l i r t i r r s h c c r t r ( i r . d s r : r r dt i j r l r c I hir\c r
\ \ ' ( ) i l r ! ' r )\ S k i I e r r n r l r r ' t I : t t L t e l - - t c Y t , u n a n r lllt !ril! \()u cJl n!ltl ilou. sprrklrng rt'rr lrxjr I h r r c l r r s t7 5 p o u r r j s I n o r r
ri I tried it. I)on'l c\er tJkc J cllance wltll lottr llrrlth It \ ucrlh I I r rril I wcrr rr sizc 6 dress. (l used to
l'hc resulls trcrc rilrvilrs the srme I qould n(tt \\\irlii rt
i J t : s r r l sL r ( r S n o t i l e c c : s , i r r ' \ ' 0 u c r n \rcrr ln lS) I hlrt nr|r: cnerg\ Dow thrn I hr,i
\tnl3g[r ln(l strui!lc t o l o s c r t l i r v l ) ( ! ] n ( i s r r i l ( lI h r ' i l Lrsr wcrtlrt lirsl with Itl diLrl ItlUs tr't ilrrlll)itt tvhenI uar,r larl;l!(r I r l l i l t b c l t o - h c ; t l t ht l t r l I
llrt vcry lir:t ttrnc I rrorrltl il\c rr\\rl1.l st)ull c r t r v r l l t \ ( ) u 5 l u \ i , r rr l crcr rt nrcrrhtr \lr l r r r : r r r l r s a y - -I l o L ; k I 5 y c : l s
l,rt:rl the wcight rr,ul,i . r)nrcrt!ill hrr'k on N() ItXI.tR('tStl \(rur/scr I en1r,y r pclcc o1-rlrnd I ltl.,c rrcrcr
It hrd hrppcnt d nllnl trrr('\ bclt,rc. but Yr.rr rlo not hlre t o e x e r , : r s et o l o : e r v c i l h t r v i t t r bef( rc ex|tncocc(i I feel r.od rll the tinte 8c:r
\cmho$ this titrrc rt,stenred likc the hst strw I thls drcl Howcrcr. \l'cc tlter thc first 1e* drrs of rll. rrr lru:hrrrd has frlkn in Iove rvith mr rrll
i|,ln t knorv '.!helc lo iuln (rr ihirt clld l() tr\ I wt\ trru \ill hrrrc r lol nrfrc fDcrt\'\r)u rill lrr,rhahlr olcr;rLrtin
hout l(r !t\'( Llll bce(irr( illorc .r(lr\rr l | i l 1 _ r o r ru , t l l l r r . r ' \ \ c t t i l l \ c r ) \\rll this lrni:rurllt littlc ijtet rvork irir vqyI I ,",
D()D t lcl rt)( \\rr'r!t I rirril t wrnt llis lrr rounrl r t p r , l l , , u l r r ' t h c rr o r r l r c c r t n t ! r l l \ r r ( ) r | ( r l surt- il rrrll .\ll I asL is tl)dt !ou he oPen rnilricd
kc l sob sttrr I lr lfrl tclllns vrru rll rhrs lruausc ,\Lrl'Olt.\'ilc \rEt(;ll t Loss crrough kr gr\e nrc r,:irrncc to prove it evcn thouglr
lant you to t'eei :orr:- for lrc. lhcre rs no rret:rj I l r f , i r lr l i c r \ ( , u g o o n t h r s d i d r y ( ) u s t r r t l o l o s c I lrr rn ererrdev hrrrseurle rind nol r diet doctor.Jr
i lhlt rnlwr\'. \{t storv hrs a verv happr endinr. ucighl .rrrtomrtiirily \'ou don i hare to think iDttlrrDg jike ihrrl
iUv slorv has r hrrpyl cntling bcr:lrusi: thc vcrv a b o u t r t l l l t h c l l n x i S i o c c v o u a r c n e r t t rh i r n t r v I lrarc *rit(trr
r book thrt ttlls vou rhtrut lrv
rt drv I nradc rr tli:coverv []rrt lus chlrrrgednrv y o u * r r r r i L ll l o h l h i v f r t r - t ' t ! ( ) u s e r c o r r r t l i e t i l secret rircllt is r'r\! l(J rerd It trils you e\trtly
:rtirt ljle. I tirund rn rnuzing *ay to ;ose weight ) . ' [ \ ! r ' nI r I I , ' \ [ ] ! \ \ ( i ! l i l . o I r \ t whxt to do <lcp hy slcp You can reati mv hook in
ilat I Dever dreamed c{sted A\ \'ou.rr tell ltv now. I have colm up ivith one evenrng. fhcn thc verv next dav you crn snn
I am not going tc telJ you rvhcre I found this som(hrn.s prcttl good. I thrnk my diet is $e bcsr Iosing weight so li-\t voujust won't believe ir.
Secrat Horveur. I will tcll vou thrs ntuch: I did not rvay lo losc rveight I hale ever heartl about. l'ou NO RISK
cct this inf()rmrtion fri'rn a cloctor I did not get this will l,rse rv.-irht vcrv firt ancl you rvill ncrt'r by Ilcre's horv vou clr rcld mv book and fv rnv
inlornation llorn r dict book. I did nol find this hurrgrv You will not havc to coull ctlorics or diet without rny linancial risk at all. Go rhead and
intirnration in r newspaper. I did oot get thjs tr)eilsurcportionJ You can ctt out as rtften rs you order nr.v-book by nrail. Keep it -10 da1,s and read it
rnlbrmation trom anv of the so-cailed "diet li\e. Your health wrll improve and lour cnerliy and check it out. Then if vou are unhappy .xirh it.
expens.- will increrse Except for rvhen vou tveigh yourself send it back and I will r€tum your payment to you
To tcll ihe ruth. I -srumblcrl across riis yott will Plohablv forget vou are on a diet. quict Iv and without qucstion.
infornratjon totrlly by uccidcnt $hen I was lonking h shorr.this djet is fast. sateand si[]ple. lf vou are crlra -skeptrcrl I sutgcst you Postrlate
for son:ething clse. Thcre rre four rcasonsthis diet qofks so wcll. lour check or moncv order by 30 days. I promise
But all that doesn't matter. What does rmter is These four reasons make rhis diet different from and guarantrc I will not deposir it for at least rhat
that at last I have found the answer. a n r o t h e r . H e r e . r r et h o s er e a s o n q . amount of time. Then if you decide to retum my
lrt me tell I'ou whv I think my diet secrer is so Reason #l Thrs diet makes liberrl use of a natural book I will send brck vout uncashed check or
'Ihis
lantestic. food subsunce that elirruratcs hungcr. lbod money order u ith no quesdors a,\ked.
NIEL'ISFAT FIS substance is rvidelv used in [.uropc but almost To order. write vour narre and address and the
Firstof all. thisdietworksfast. It literallvbuns unhcard of in the United Slares. It lookr and rastes rvorJs DIIT SECRET on r piece of ptpcr tnd
^tr f,, h, rh- hn,,- rr rhisJict in the exactly like table sugar. You use ir rhe same wav. send it wirh $10.00 ro nr Nancy Prvor. Dept. 168.
moming you uill be )osing rveight before lunch. You can mix it jn vour coffee or sprinkle it on l6l Maplervood Ave . P.O Box 177. lvlaplewood.
Y o u B r i l l o s e u e i g h t f a s t e ro r r h i sd i e t t h a nr f , v o u cererls or use it in recipes rs a sllbstirutcior tlble Neu Jersev ()70.10. I will send you book prornoril
'fhis
rrn I rniles everr tL1 )'riu u'ill lrc able to nrrsure su_gar. suh\tince is pertictly srie. Ilenpmber h r r c t L r r nt r r ; i l 1 I f \ r u l r r \ e i l l t \ L l u c . l l o n , \ u l t L J n
tlre ditlcrence in vour waislline in l.l to 36 bours- I - it is a lbod rot a drug. lt is much bcrreribr you call nt. Nty number is i20l) 7.1.]-i777. Checks
think this js the lastestsafe diet in the rvorld. If you tran ordinan uble sugar (sucrose)becauseit does and money orders sbould be made pavable to nre -
can find a diet that works faster I will buy it from not provoke an insuiin response. When eaten Nancy Pryor. (lt is nor a good jdea to nBil cash).
you and gladiy pav you good money for ir. legularly throughout the dal this substancevery

Chapter6-3
 Noticewhat he did: Startedwith a story/curiosity/benefit
headlinethat led right into story
body copy. Then,beforethe first columnof copy ended.he seguedinl.opure "reason-why"
copv. Evento the point of-in columntrvo-saying, "Reason#l". "Reason#2", etc.

This is as plrreand goodof an examplcas I can show yr-rr-r.

As I look over all the successful copy I've everwritten,(andsuccessful copyof others)it
almostalwavsfollowsthis fornrula.Norvsornetirnes. therc'slnorcor lessstory...or... ntoreor
l e s sr c a s o n - u ' h vO. I ' e v e ns t o r y .s e g u ci l t t or e : l s o n - r v h v b
. .a. c kt o s t o r y . . .b a c kt o r e a s o n - l l ' h v .
But whatevcr.It's alu'ayssomeversionof this formula.

That said.lterc are variotrstips. tcchnirlrrcsunclstrategics(ilr rro ltirrticullirorclcr)to hclp yot-r

rvrite cornpeliingbody copl':

Tcll The Whole Stor-v

Tell the ri.'holestory. Thiit's filst and foreniost. Spaceperrnitting.yor-rshoulclsay all you can.
.fust clttn'tbe brtring. The gencralrr-tlcrs: Copv can ncvcr lrc too lolrt. just tort boring. But tlon't
writc long just to writc lttng. Isee this a lot. Oficn. rvhen solltconcscndsme a rnassivc2.l-pagc
letter to critique, I end up cuttlng it bv one-third or more. Whv'l Becauser-rsuallv. they lvill have
a lot of ramhlinss iurd tangentsin tlrcrc that do nothing to I'urtherthc scll. Salcsmcndo this too.
'l'hey
g c l t h c c L t s t o t n cwr o r k c d u p t o i r , r 1 ' . . r. e a c l vt o s i s n o n t h c i k r t t c dl i n c . . . t h e n . . . i n s t c a do l '
sltr-rttins up... out of lack of experience or nervousness. they kccp talking antl kill tl'redeal. Yor-r
c a n d o t h i s i n - p r i n ti u s ta s e a s i l v .

I)on't,\ssunre Anything

Anothtr tip alonr the sarnclines us lhc one lbovc: [)on't assLn'ne anything. Yrtu shoulcitcll
vttur lirll storv cverv tinre... cven Io _\'ourorvn custorncrs.Don't leaveout ANY cletails.You
can't shoftcut vour wa,vto the salc. Even people 'uvhr-r knorv vou and know horv wonclerful your
protluctis necclto be rentindcdo1-that.Evcrv timc. It's not thi-ltthcv alc dr_rnrborhave short
;ncmories...but they are busv and bombardedwith tons of adr,.-fiisingand a nrillion other
tlistractionsevery day. So once you'r'e commanded their attention. you better damn well tell
them all you can... every tirne. Peopledcsperatelywant to believeyou... but... you gotta givc-
'em
cnough reasonswhy. And part of giving them enoughrcasonsis including every singie fact,
detail and beneflt possible...every time.

Admit One Or More

Insignificant FIarvs

Admitting insignificantflaws or damagingadmissions, espcciallyupfiont, can help disarmthe

prospectandmake the restof you messagemore believable.However,don't makethe mistake
of admittinea fault thatcrushestheir confidence.A good damagin_e admissionmight be
something personallike.,. for example.if you weresellinga "horvto get rich" product.You
might statethat you wereoncebroke.too, and you're not all thatbright... but... you discovered
this principle,and now you're rich. A bad damagingadmissionfor a "get rich" productwould

Chapter6-4
be.. . telling them that the productdoesn'twork for everyone.Or this productonly works if
you've got 40 hoursextratime a week to use it. Or somethinglike that. In otherwords,I prefer
to makethe "damagingadmission"aboutme personallyratherthanthe product. Or, if it's about
the product,it mustbe extremelyinsignificantin termsof affectingthe performanceof the
procluct.

Fulfill On HeadlinePromises

You mltstfulflll in thebodycopvon the pronrise(s)vou rnatlein the headline.If vou nsea
"hook" in your hcadline,vou've got to l'ulfillon thatin the bodvcopy. No sensein
reallystron-s
grabbingthcir attention, thenlettingthcm tlown. Thcv won'I buv. I]xlntple:11you srry."llorv
'Io
MakeA (]LrickFortuneIn The Stmk N'{arkct". VoursubsccFrcnt storybcttcrtell thcrri-ancl
proveto thcrn-that yes,indccd,herc'shorv thev can makea qLrickfortuncin the stockmarket.

Specifics Sell

Be specilict In ScientificAtlverti.rur.qCiaude Hopkins saicl.correctly. "Platituclesand

ge:neralitics roll off thc hutnanultclcrstanding likc walcr fronr a dLrck." L.lscprecise.verililble
statcntcnts.1'actsand figurcs. Forexantple: lnstcadof sayinu,rnv product hirsolcr 30 uscs...
say... thereare 37 totallv unique ways to put my product to use in 1'ourhome. 'l'hen demt)nstrate
a I'elv. Or instcarittf saving. "Over 100()cr-rstomers har.,eproveclour procluctworks." Say. "ln
the iast 6 tnonths. 10,-589 hlve proved-firr tlrcrnsclves-our lrrorluclworks."
satisficclcust()nrers

\\'h:rt Vic SchwabSays

Body copy's rnainpurposeis tcthold interestandconvince. In fIow,to Writett Gootl

Advertisernent.Yrc Schwabsaid."'fhe I-ONGERyourcopycanhold thc intercstof the greiltest
nunrbc:rofrcldcrs,tlrelikcliervou areto incluceN,{ORII
o1'thcmto act." In ftrct,on pgs. ll0-ll3
he listed22 ways to hold interestlongcr. You shouklrcador rc-rcadtiroscpages.

Advice F'rom Current

A-level Copywriters

Write to one personfrom one person.Never write to an auclience.A-level copywriterParris

Lampropoulossayshe picturesa personwho he knowsis a typicalprospectfor whatcverhe's
writing about...then... he writesto them. He writeswhat he would sav to convincethem. Great
technique.

JohnCarltonsaysyou shouldwrite like you're talkingto a friendaboutsomethingin a bar.

He callsit, "I to thou" or "Justyou and me talking."

ln otherwords,write like you talk. You can evendictateyour copy if that helps. Or. if you
(or over the phone),recordyourselfselling-successf-ullv-atfeverpitch. Then
sell face-to-face
transcribethat. Cut out all the "ums" and "errs" andchirchat. Ihen turn that into a salesletter
or ad with a heaclline.

Chapter6-5
 Here'ssomegreatadvicefrom "The Masterof Horror", StephenKing. In
his book On
Writing,he said:"The objectof fiction isn't grammaticalcorrectness
but to rnakethe reatler
welcomeand thentell a story... to makc him/hertorget,wheneverpossible,
thathe/sheis
readinga story at all. The single-sentence
paragraphmorecloselyiesemblestalk thanwriting.
and that'sgood. Writing is setluction.Goocltalk is part of seciuction."
Justas lme lbr
copvwritinc.

Nlake it Easy'fo Read

YOu u'ant to make yollr mcssltgcssiniple... so more peoplc rvill

be ablc to respond. One
statisticI've read said a clear 909bof the peoplein Arneiica rearl
at a sevcnthgliclc levcl (1,,t:
l2)or lo$cr. Kccp lhat stat itt ntincl. If ttrevcan'l unrlcrstlrntl
\,()urnlcssl,o".i,r,-,'r.,c
lost t,";;."
you c\er gtrt staned. 'l'hink 'fhe Notirtrtul,EtulLtirer and,Retu/t:i'.s
Di.1e,st.itr.ir. stoles arc
simple and easy to undcrstancl.Gct intirnatewith thesepLrblications.
anclin no tirne. vo.'ll ha'e
a Ph.D. in irorv you trti.lstcommtrniclrlcto thc nllsscs.

Another thin-g:Use short irnclsimple n,ords, sentencesanclpararraphs

in your copv. Are t6erc
any haftl and flrstrulcs? Not rea]lv. I'll give somc gLri.lclincs,llreugh.
),()Lr

As lar as w'ords.sentencesand paragraphsgo... don't use a ten-dollar-u,ord

rvhena simple onc
rvill 'uvorkjust as weil. Keep vollrsentcnccsrelativcly short...
sav. I l-17 worcls.or lc-ss.And if
v t i u h a v c l o n g c r o n c s .b r e a kt h e r nL r p , , v i t ch l l i p s e s, . . . . "o r t l a s h c s . . _ , , -

As a generalrule. paraeraphsshoLrlcl not exceecl6 lincs. Hovu'er,er.

I usualll'stay iirountl ? tcl
21.Antl it's u gooclitle:.rttt nrix it rrp...
llrvc soluc onc sclttencc panrglaphs...
cvcll olte or tu,,()
uord paratraphs...

I - i k et h i s .

And still vet anotherthing yoLrshouldclois breakLrpvoLrrcopyvu,irh

subhearls. I r-rsually try
and get at leasttwo sublieacls on everypageof copy. Now,.therc trt: [yu,11sclroolsol.thoughton
horvyour subhcacls sh''-rltlbe written. sonresay you shoulclh;.n'cthcnrtcll a cornplcte
storyfirr
peoplewho only skrmyour copv. I frnd that arlvicea lirtle dubious.
It assumes they fbllow that
exactpat'] from subheadto subhead.I highly doubtit. And even
if thcy clicl.I rlon't think it has
l l l t h l r tm u c hc o n v i n c i n p
go w e r .

I prefer(andthink) subheadsshouldfbllow the samerulesas et'fective

headlrnes.And the
way I believeskimmersdealwith the subheadsis, when thev sce
a subhe:rcl
thatgrabstheir
interest'it most likely will pull theminto the copy. And then,
maybe,they,ll getinterested
enoughto go back andreally checkout what's goingon.

Anothertliing with subheads, thatI almostalwaysdo in my salesmaterials...is... continue

the thought. For example,like this: "And not only ihut, *h.n you
sign up within I I days...

"I'll SendYou gl,798In

BonusGifts AbsolutelvFree!"

Chapter6-6
 ThenI'il reinforcethat at the beginningof the
next paragraph.Like this: ,.It'strue! And
thesebonusesareyoursto keep,even if you ,.turn 'X"and
gei all your monevback. It.s rny
w'ayof earningyour trustandsayingthanks.so
signup today,now... beforeit.s too late. Afier
all' if t'ou're not satisfie'J-for onyirororr-the worst
'X' you couldclois comeout $1,79gahead
just for _eiving a try.',

This is how I like to do it ancl.I believe,a far better,

far morereadableway to do it. It simply
keepsthemreading.A lot of cop-vyou readrvill
stopa thoughl...then...inrrocllrce a new
thouglitu'itlt a subhead..'thcn...sl:.irttalking
aboutthat. Crcatesa real.jerkvreadancla bit tif a
disconncct in thereader'smirtd. i\nd allhoughIuse this tcchnique
in teachingmaterais...I
don't useit in copl" And. truthbe told,I'cl be better
olf usinsit in telchingnraterials.to.. It's
-ittsltt'totlanlnlrald(ancltit'tc-consurninu)to try and rvritec,,,ervthing exactlypcrlectl),.Isa'e it
tor my ctiltvprojccts.

A d v i c eF r o m N a p o l e o n . . .

ofler hope' As NapoleonBonaparte said."A leaderis a crc-aler

in hopc.,'As a copr,*,,ritcr.
yol arc a lerttler'Yott llrc lcacling\'ourprospcct
to takean acliol.r
thatwill bettcrhis.r hcr lilb.
whert a protllotionclttchcssotn.,,rn.'s
theystartrcadinsit with tli. ..hopg.'thatit will
lrttenticin.
containa Inessage thatwill nleasurablv improvetheiriite. I w'asivatchinu a specialon Lance
Arnlstronqandonegllv theYwcre intcn'ieu,ing
saitl.andI'm paraphrasing here...people rlon.t
u,'ltnt
Lltncc'sittttilgritph-
thc,v\\'lnt lo touclrhiln. Hc's like a 'hopcnrac5ine.
t, t'errr.'.
I translatethat'in rn,vnlintl.t() nteln. Lancegivespcoplethc
hopethatthc vvorltld.es'.tha'c
t, sl"tck'T'hcysccin hirlrurcitt
lrossihilitv.so. it,.y *",riro -uetclosct. hir'. s, n*rvbesorneof
it 1rt'hatercr
it is hc's g.t) rvill rlubol'f orithcnr. Gooclcopy
tloesthistoo... it gr'es hopc.
Tltoreau s a i d " ' N l . s tn l e nl c a t ll i ' c s . l - q u i e tc l e s p e r a t i o n . "
J r h n C u r l t o ns l r ' s . ' . M . s tp e . p l c
d.n't get to do intcrcsting thin-ss.or g, to rnrcresting p)aces.o;.',r"";t",..,-'.rtt,r* people.,,\,or_rr
iob is to convincethenlthat what Youhavc to orrer
wiit improvetheir lif'c. Give themenough
liopecombincdr'vitht-no1lgl1pro,,ilnd fakcaw'ayall thercasons wh1,thcy shoulcln,t bLy...
.rntl...i1'yo. har''ea strorgen.ughccntralselling
idea,thcy.l buy in droves.

Funny Rarely Sells

Don't joke' Humoris tough... ultra-tough.If you

don't believeme,just tunein to ..The
TonightShow" somenight and watchJay Leno's
monologuc.His jokes bomb (a lot) on his own
show' And he's (arguably)one of the beststand-up
comiJsin the business. what chancedo you
or I havetrying to be witty or funn.v...e,specially
when trying to seil somethin_q?Humor will
almostalwaysbackfireon you. Be.stto teave
ttratto the p.ofessionalswho usehumorro
enterlain.

How To Pack Your Copy Full To Overflowing

With Benefits...
And Also... How To euickll,Become An ExpJt
In Any:N,Iarket!

Chapter6-7
 In your body copy, you wantto haveeverybenefitpossible
packedin there. That comesfiom
research.You shouldknow the marketyou arewriting jntimately.
to How do you clothat?
Easy...

Here's a quick and effective,shortcutsolution:

l ' Go to the library. if there are consumer and or trade

magazinesdevoted to the
subjecumarket"' grab a 1'ear'sworth (or two) of back
issues. Leaf through thern, see which
topics seeln t() be rvritten itbout over and ovcr. More
ilnportantly. llnci the ads tl-r1trepeuto\.er
atld over' Pltottlcopy thetlt. Then take ttiem home
ana tiigntight anti q,rire dorvn all the benellts
you find' Also. qrab the best-sellingbooks on thc
sub.jeci (.\nrazon.cornrvill grvL.\,,oLr a list of
what's hot') You can bttv thcsebotlks clr sirnply spcnri
an uliern96n (3r tri,'.) ut l [rr,ksl'rc
lcating tltrou-uhthcnl. Here's rvltal v-olr$ant to cio.
Rc-acl rhe titic. tablc ol-conrents,
introduction.first ancllest chaftef ucl thc inclexof
each hook. Take notcs. TSis rvill gi'c von
the gist of rvhat inlirrnrationthis rrarkct is lookilrg
fbr. whlt yrr-rw:rnt t. l..k lirr is
inlilrmlttion/betlcf'itsthllt can llc prcsentc.las secrits in your pfolno. you
also wrirt r,oget hip to
the lingo and slang o1'thcmarket. Evcry market has "insider''
talk. If yt>ucan talk the talk with
them anclbuild rapportthat wa1,.v.u'lr make r)r
ln.rc sart::.

2' GeLa cop-vof the SRDS Dtrect lr'larketingList

source wrvlv.srcls.com. Find yeur rnlrket.
T h e n g o o v e r a l l t h e l i s t s . . . s c ew h a t i s s e l l i n g t o t h e r n a n d f i r r l x r r v m u c h .
Getatcel lirrthcsize
o1'y.ur rnurket.. . :rrrcr. . . rvhlrtpr,tiLrcts/app.,,J, ,,." sclrirg thcnr.

3' Go to $'ww'insidedirectmail.com. Spencla littlc

time icarnins hou,,ro use rhcir sc^,ice.
Thcre votl can gct col)icsof rr,'ltat is lrrailing1o thc nrarkctcurlcnlly. Nftrstirlportuntl-v,
get the "corltrol" preces"' ancl...you'll knnll'how voll c.n
long the pieceshave bcen the crntroi. This is
ultra-importallt' Get the controlsanclrcad anclstutiy
th-ern.Find the commo, thernes. Highlieht
Itnil riglrt tlt)tt'nL-vervbcncllt. Etc- Etc. This rvill
hLlp y,x, crcirtca little ..warchest,'.1'lvhut
appealsyour tnarketis looking lirr. YoLr'll discover
tir. t,,r,butrons. very handy wSen you g. tcr
r.vriteyour prontotion.

'flrat's
the sltortcutroule to lcarning a rnarket. But, yolr
shoulclalso bccome a consumerin
your market' Buy everything. Get on mailing
lists. stay cllrrent. For example: It's pretty
for me to write, "he1e'3how to bLrildyour business, easy
or increaseyour response.or make more
n)oncy" stu1l' wlry'/ Becausc I AM the prospect.
I buy everything. I go to the scminars. I
spend and have spent tens of thousan<Js of doilars on this stutf. so essentially,I,m just
myself. writing to

The O bjection/Resolution List

Anotherimportantthing you can do is crearean objection

list. Or a'.why won't they
respond"list. This is essential.Here are the threernain
reasonssomeonewon't buy from you:

1. They don't w.antrvhatyou are selling. (If this is

the case.find out ',vhatthey do want.
i.e.,what theyare alreatlybuying,anclsell it tothem.)

Chapter6-8
 2. They don't believeyou or ln you. (You overcomethis hurdle
with proof. An
overwhelmingamountof proof... in the fonr of testimonials.
statistics,
expertendorsement,
signedaffidavits,erc..etc. And a suong guzirantee.)

3. Too expensive.(Showyour prod'ct/servicein comparison

to otherthings.But don't
compareto apples to 'pples. Instead,tbr exampre . if you are sellin_e
a homestudvcourseon
publicspeaking...compareyourpricero the muchnigherinvestmenr of time and moneyit
would taketo gainthe sameknowlecige at a university.Also.rnakeit a bargain. Ol'fcr
pavmenrs.l_et'em bu-ywith a postdaterl check.)

Ancl actr_rallv. there's also a fburth relrs()npeople won. t respontl.anciit is:

Thev drtn't believe
//lc.r'canrl. it. TIris v()Llmlrsrovcrc()lrc b,yshowing h.rv 'l'cll
cusv it is. striricsitboutavcrage
perple having cxtraordinlirysucces.s.Ile assurethern 'em
that y()u're loing lo shtt'u'u, step-bv-
s t e p . . .t h a t y o u ' r c g o i n g t o h o l d t h c i r h a n c l .

Nolr"tltcrc itre also a rnyriadof otltcr rcasons/olrjections

peoplc vuill havc specificto your
p r o c l t r c t a n d Y o u r m a r k eYt .o u r j t t b i s t o f l n d o u t w t a t t h e s c a r c .
one.,l'avisiolr-rstbrainstorm
e v e r y r e a s o ny o , c r n t h i n k o f . A s a r rc x r r ' 1 l r e ,i f y o u u r c
s c i l i r g r r ' c r r r c r r r i r . -b c d . s r n r e r r r . t r r e
ob.iectionsrri-shtbe. "Will it last'.'" "ls it soli enoirgh/harcl
enough'1" ..Will r.v back t'cel
"ls there a trial period'/" "what if I clon't
lik. it']" "on r have to pick rt ,p,/,' And on
Tljt^t]"
anoon-

Anothcr--better-\\'lt,v is to sct ult the photteand tr1,lncl

scll sornepeople. D9 some leacl-
gcneratlonadr"ertising ancih;.ivethem call in to orcler.
Do this 1br arvhile. Recorclthe
conr''ersatiotts'Yolt'll lle askcde\rcr)'cluestion in thc botlk. Apcl s6er y.u'll discoverull t5c
con-lftlollobjections (and a I'ervttot so c()r]rlnon)fbr your
protiuct or sen,icc. Then. you resoive
all thoseobjecti.ns in everv piece of .dr ertising you wr.iic.

Sell With Storics

Pcoplelovc stories.Espcciallystttri.es thatarein alignnrent rviththe-irintcrcsts..lt,s5olv we,

as httmans.relatcto eiict,other. Justtakc tl-teCltickeniurryt
lo, tlte SoLtlseriesof books. fhose
booksarenothingmore thana collectionof storiesaboutspecific
topics. And they'vesold over
8-5Million copiesto date. Now, votl certainlyhaveto giue
creclitto Mark victor Hansenfor his
astulemarketingof the books. But. evenwith all the sil'vy
str,rffhe hasdone... if theproduct
didn't havea greatappeal,theywoulcin'thavesold 80,000
copies...let aloneg5 million plus.

A greatstorytechniquefor an ad is to let a custonrertcll

his/hersuccessstory. you can do
this two ways. l- You can havethe ad can come from rhem...
or... t. t;;;;; write the ad and
tell their storyfor thgm This is a very effectivetechnique'cause
it allowsthem to bragfbr you.
It's simply morecrediblethantootingyour orvnhorn.

Anothergreatstory techniqueis the underdogstory. Again,

the ad can comefiom them
y o u ' t e l l i n g t h e i r s t o n 'o- n e o f t h e f i n e s t e x a m p l e s o f ; ' l o s e i m a d c s o o d , , s t o r i e s l , \ , e eor
'erseen-
and that hasbeencopiedto death-is JoeKarbo's,The Lazy
Man', woy To Richesad. I don,t
havepermissionto reprintit.. ' but.'. you canget a copy
of it at: wwlv.thelazymansrvay.com.

Chapter6-9
 Sell With Emotion... Not Logic

Rememberthis always:Your storymust be emotionalratherthanrationalor logical. Even

the most highly analyticalpeoplein the world do thingsfbr ernotionalreasons.A scientistiloes
very precisc.IreitsLlred work. Hclwever,he doesthat fbr the benefithe will reccivcif he
develops/discovers something.And thosebenefitsare:Praise,Recognitionor Fame,Money,
Pride.etc. All of which areemotionrlrcu'ards. So,er,'enthou_sh you might think voLrshouldtalk
t o a s c i e n t i si tn h l r d c o r cl o g i ca n df n c t s . . v. o u ' r ew r o n g . T h c y r e s p o n dl u. s tl i k c w c a l l d o . . . t o
emotion.It's basichuntannatureandpsychology.Which hasn'tchangedin 5.000vears...
a n d . . .w i l l m o s tl i k e l yn e v e rc h a n g e .

Anotltcrtcchnicluc fbr storycopv is to lravea sensational. "alnrostunbc:lievablc" bLrtplaLrsiblc

story. You rvantto be thc onethingthevrcadthat day thatgets'ernexcitccl.JohnCarltonhas
n l a s t c r ctthl i st v p co I a d . I l ' \ ' o u ' v et a k e nr n v a d v i c ci n p r c v i o r -cr h s u p t e r s .a. .n db o u g l -Jr to h n ' s
s t u f f . . ., v o u ' lkl n t t ww h a tI I r c a n . I - l cs a v s , v o suh o u l do t f e r t i t i l l a t i o nI.J s cw o r c l sa n dh u n r a n -
intereststoriesthathavea visccralinrpact.Words thathavean enrotional "back-kick".That vou
wallt to havean Lirgent cliscLtssion in thc plssi()l'latc "s$'ectspot"of their lif'c."

[{e alsosays:Readingis a passivebehar,'ior...

so you mustcreatevivid imaeerythatgets},olrr
point across.

Position Against A Comnron Ilnemy

Anttlheg r r e a ts t t t r vt c l l i n gt l c v i c ci s t o p o s i t i t t ny o r r rs h r r ' 1 ' l r _ g uai n

cos lr - l l l n rc) u
n c r n v .S c l l i n g
a t a x - r c d t t c t i cstenr v i c e . .s. t l u tv o u rs t o r vw ' i t hh o r vt h c I R Si s t h c b i s b a dg u v . . .a n dt l i e n . . .
revealthatyou or yolrrproductis tl-iesavior.Writin-eabouta homc-blsecl husiness. . . whip up on
the "boss"oron "c()rporations" in youl storv. Scllingcopr,'wriring rrdr,icc... r.r'hip up on English
t c l r e l t c rl sn d t l ' e n r r r r ; . r r i t n s .

Use CIich6s

This is a big no-noin the "proper''rvritingworld. But we don't live in that world. And
neitherdoesour prospect.We live in thc eleryclayworld. And in the evervclavworld, people
communicatewith ciiches. Wliy? Becausethey are easyto understanci. For example:When I
say,"sick as a dog". Or, "so hot you could tr-yan egg on the sidewalk". You get the meaning.
It's clear. so sneakin somecommonphrasesto connectwith your prospect(s).

I n c l u d e h u m a n i z i n g t r i v i a l d e t aA
i l fsa. n t a s t i c e x a m p l e o f t h i s i s J e f f P a u l ' s a d , " H o w T o
Make $4,000A Day SittingAt Your KitchenTable [n Your Underwear".(This is a]soanother
famous"underdogstory" ad.) He revealsthingslike he's a bowler,not a golfer. A Budweiser
man.not a rvinedrinker. Thesethingsresonate with themarkethe'sscllingto... and...promote
r e a l i s mi n t h ec o p y .

Confessional
storieswork well. Ted Nicholaswrote a successful
ad with the title:

Chapter6-10
 Only Way Left For
Little Guy to Get Rich...
Here is the uncensoredmessagemy wife
asked me not to write

Thcn the body copy startsoltt with: "l love rnv wife. And I understanti
why shewantsme to
keepmy mouth shut. Shejust wantsto prorectme from the IRS."

It's the tlld. "I've sottaconf-ess

aucltell vou this" stvlc. Ja1,r\brahlu'wrotelhe classic.

I've Got'fo Get This Off

NIy ChestBeforc I Explode!

Thcsc work becauscof the curiosity antl urgencv. Ancl in Tetl.s cusc.bcncfit
also.

Don't Ramble

Don't tcll storicsjust to tell storics. \'our storv ntrrs(bc relcvant. onc gti,d
stor-vlitrntr,luis
to tell a stor)'that prcsentsthe problem. Tcll how baclthe problcrn rvas
fbiytJu or someorieeise.
Thcn tell ho'uvyou founcla solution. Then ivrap up with horv nnrch bettcr
off voir arc no\\;... and
h o r v t h c - vi v i l l b c 1 , o . . . . T h u t i s . o n c c t r r c vo r u l c ry o u r p r o t l u e t .

u s e a c t i o nv e r b si n r o u . c o p v . . . e l i r ' i n a t ee x c e s s i v ea d - i e c t i ' e sG . a r y I - l a l b e no t i c n t e l l s
bcginnjng rvritct'sto elitninateall the udjcctivcslionr thcir copv. Prcily gootl
atlvicc. N{anv
rookics tnake the nristakcof tlying t() sc-llbv I'clling. 'l-hcY0r.erusc- adjcctir,eslikc, AMAZINGI
INCREDIBLEI Etc. That doesn't u'ork. Sure, vou.rn ui. thoservorcls.
I clo. But you have to
ttsc theln sparinrrlv. A nluclt better \\'llv to inje'ctcxcitenrcntinto
vtrur copv is il,it5 rrction
v c r b s . . . u h a t J o h n C t r r l t . t tc l t l l sP , r u e i W o r d s . W o r t l s l i k e : s t r i k c ,
h u l n i l i a t e c, l e v a s t a t p
eu. nch,
force, sLrpcrcharge. dotninitte.etc. John's course has a mole corripletelist.

Also, i1'yourpicked up a copy 0f l,arvrcncc Block's, T'I:LLING LII:,5 F'OR

ItUN c& pR)l:rf ,
he has a chapter in thcre you should read titled: "verbs For Vim And visor.'.

Read Fiction

Horv do you becomea betterstory teiler? Readfiction. I really like the Travis
McGeenovels
writtenby John D. MacDonald.Rcad LawrenceBlrrck's,SucltMen Are Dttngerous.
Read,The
GodJatherby Mario Puzo.

The "So what?" Or

"\\'ho cares?"Test

One way to testthe effectiveness of your storiesis to ask aflereachline or at leasteach

p a r a g r a p h .". W
. h c ' ' c a r e s lO
" r . . . " S o w h a t ' ? "U s e t h i s t e s t .I f t h e
answerisnoone,andyou,re
not quickly leadingup to something,or sayingsomethingrelevant...rewrite
or startover. This
testwill help keepyou from going off on wild tangents.

Chapter6-11
 Write ThenEdit

Write your first draft...then...go backandtightenit up. Eliminatetheexcess.Tightenthc

story. Replaceor eliminateten-dollarwords. Removethe work words,like: earn,teachand
learn.

The very bestwav to do this is to readyour copy aloud. And. if you havethe time, setyour
first rlrali asjdefor 1 to 3 days.thenreadit akrLrd.Also. you canhavesonleonereadit aloudto
vou. Flavca copv in y'ourhand.and markthe placcswherethcystumble.Thenso hackand
relvritethoseparts.

One L:rst Inrportant point:

Nobody is.justclyingto read your cop,\,or gi!e -\rollmoncv. Alr,,,aysrementbcrthat. you

IttsIdo evcr]'tl'lillgpossibleto cc)ntntiltdthcir intcrcst... then... cgnvince tlrgrl t6cy sl*rulclgi'e
()u llloncv. No half'-assed 'fhat
etlbrt is gonna cut it. ntcuns.if you neeclto write 4,5, l0 or
,rtoredralis to get it right... do it. John Carlton tells the story of u,riting a prom.tion fbr Gary
ilalbcrt... and... every tirne hc came t() the ol'fice rvith a neu,dnrl't.Flalbertrc1'usetlt9 acccptit.
.lohn iilnrostgar,'eup.." bLrt...on his lTtli vcrsion.he got it ri-ght.Ancl that prgm()ti()nnrailctl {br
years to the tune of millions of dollus in profit.

Foflunltelv, it's not that hard all the tinre. But von'd bcttcr bc prcparcrlto u'Ork. Iispccially
at first. It docs get easier. But it takes trme.

A Quick Word About Formatting

In salesietters(rvhethcr onlincor ol'l) I usc 12 pt. 'I'irncsNcrvRornrl lirnt fitr all Lr'clvcopv.
{'fhc satnclirnt I'm usinghcre.) lt's a scril'ftrnt,anclin reaclclslrip tcstsseril'triltsliuvcproverl
' rsiestto reacl.Somepeopleswearby courier(typewriter)font fbr letters. I useTimes and it
joesn'tseernto hurtmuch. I useTimesin spaceadstoo. 'fhe
font sizevaries.It's ol,tenor:ite
' . r n a l l . .6. t o l O - p o i n t .

Icovtredthisearlier,butl'llsayitagain...youwanttou'riteshort,easy-to-readwords,
sentences and paragraphs.Break up yolrr copy with at lcasttwo subheadsper page. Sanrewith
eachcolunmof copy in a spacead. Make liberaluseof thingslike ellipser". . ." and dashes..-"
to breakup long sentences.Use bolding.italicsanclunderlining.However,DON'T overdoit. I
don't havea generalrule for how rnuchis cnoughor how nruchis too much. I d. it kind of
instinctively.The morc you studywinning saresretters,the more vou'll set a f'eelfbr it.

Also, don't end a pageor columnof copy on a period. ln salesletters,usefooterslike, "go to

next page"to promotereading. Even considerendingthe pageon a cliffhanger. You know,
somethinslike:

Not oniy will Ireveal how to doLrbleyourincomein two rlavr... t'it r.t"ot fro* t,r-
"Lr.r
(go to page 2

Chapter6-i2
 Endingthe pageon a cliffhangeris an especiailygoodidea. In fact,
I'm going to startdoing
this on the first pageevery time. If I can. I've founJit almostimpossible
to do on everypage..
but certainly...it's possibleto do it on rhefirst page.

Additionaltip: Yellow highlightingof key wordsanclphrasesworks

weil too. In paperancl
ink salcsletters.thiscartraiseprintinscostsquitca bit... however...
online.it doesn'tmatter.
So useit ivhenyou can.

Next Chapter:
Holv trl clterttvollr waY to beconing a bettercopvlvriter.faste-r...
anri... thc secretkcep-
rcaclingpo\\,er o1'"Buckct Brigade" u.ords!

Here'sYour ExerciseFor This Chapter:

co1t,1'
1;111
in vour tlu,n hanthvritinsIlalbert's aclon pagc 3.. . "The
Anrazing Dict Secrctof A
DesperateHouservif'e."

I ' A l l o r v \ o u r s el f t o s u c k - W r i t c ' r o u r f i r s t c l r a f i f a s t a n c l 'I'he

lirrioLrs. f h s t es t w r i t i n g i s r n c
h('\l\\ritin!

2 . T r v o k i n d s o l - b o d y c o p r , .R c a s o n - r , u , havn d s t o r v .

'l'ell
l t h c r t ' h o l t ' s t o r Y . I ) , n ' t l l s s t u l ) eu n 1 ' t h i n g .A c l r r r i to n e
r ) r r r r o r cr r r s i g r r i l , i c u 1
n lta w s .
F t r l l - i lol n h e a d l i n cp r r ) t 1 ) i \ L -S\ .p c e i l i c i s c l l . w r i t c t o o n e p e r s o n . . .
nc'cran ap6ic.nce.
Nlake vor'rrbody cilpl eilsv to read vu'ithshort, clear. words'.
sentenccsand p.ragraphs.
LJsesubltcitcls(at Ieusttwo pcr pagc) to break up copv. Oflcr
h.pc irr uur,.^..rpy:.iu,,,,y
n r r e l ys e l l s .

4' Threewavsto becomean expertquiclily in any nrarkct:

l. Go to libriir,vorbookstore
for booksantl tnagrzineson the subjccr.2. Searchthc SRDS
DirectNiarketingList
sourcc to seewhat is seilingto the market...wwlv.srds.com.
Ge[ controlmaiiing
plecesfor the marketat w*'rv.insicledirectmail.com.Also, you shouldbecomea
I
I consumerin the market. Buv every,thing you can.
I
I 5. Therearethreemain reasonspeoplewon't buy: 1. They
don't want what you are
I sclling. 2. They don't believevou or in you. 3. Too expensive.
I And a fourth
additionalreasonis, thcy don't believethey can tlo it. Must
I solvethesein the corrv.
I
o . Createan objectionlist of everv otherreasonwhy
I they won't buy and resolvethem in I
I ,"1," lead_gen
advertising
andtryandcloserhenroverrhe
I :l].]-:r.::fl;"Tll1]-:l
phone. Find thc comntonl:
objections.
i
I I
I 7. Sellwith srories.Geta copyof Joet!g{!gl. famousadar:www.therazvmans\,yi-.
I
L ___J-'_-;-;.-j_
--, I
___-__

Chapter6-13
i--
rl
it
I
tl
r! Scll with emotion.--not logic. Positionagarnst
a commonencmv. Useclichc<s. Don't !
rantble. Rcaclfiction to becomea betterstoryreller.Use the "sowhat'?" ..Who
Cares?" I
test.Write flrst.thenedit

B ' I r o r n t i t tt i p s : L . l s c1 2 - p o i n tT i n r e s N e r v I l o r n u n l b r s a l e sl c t t e r sa n d r v e b
s i t e c o p - v .[ J s e
T i r n e s N e r v I { o r l a n i n s l . r a e rcr l s t o t - r . . u . suallv6 to l0-point. Break up copv *ith
lell-sttr'v<'r subheedsper pilgc or column of cop-v. t-1seeflipsesanclcJaslicsto "t
brcuk up
I o t r g s e n t e n c c s .I j s c b u t c l o r r ' t( ) \ ' L . l l s cb o l c l i n g .i t a l i c sa r i d r r n c l c r l i l r i n g .
I ) o n ' t c - n dt i
p i l q c o r c . l u . ' r o 1 ' c . p v . n ; r p c r i . d . T r v l b r e rc l i r ' f l r l n g e re n t l i n g .
AI*,lrysuse fboters
i n y o u r s a l e sl e t t e r s .

9 - C o p v . r r t l J , l b c r - t ' su d ' n P l r r e I i r r v . r r r . w n h a n t J i l ' r i t i n g .

Chapter6-14
 Chapter7:

The SecretKeep-Reading
Power
Of ttBucketBrigadettWords... And...
How To ChealYour Wav To
BecomingA Better copywriter,Faster!

ncc x)u've got vour reudcrir.rtor,<-iur.bodvcopv, horv tLr _voukeep thcnr intcrcstedand
readingall thc wav to the end... then gct thenrto bLry'/ It ' s e a s y . Y o u u s c .. .

l'lre "lJtrcket Bl.igatle"

what's the "BucketBrisrcie"',)It's a list c-rl' rvordsandphrases thal kccp peoplerrioving

w o n l s a n dp h r a s cIsi k c :" A n d t h a t ' sn o t : r 1 1 " .".;.\ n d u , h r r r 'rsn ( ) r e. . . " A n v l v l r v ' ' . . ." L l c s t
p a r l ' ' . .". N o t o n l v t h a t " , . [. : t c .

This tcrln."BtrckelBrigaclc"tl'llsLtsetlto describc hou.'.llrck bel11rc thcrcrvcrcmoclc-rn lirc

pctlplcrvottldllght flresbv lirrntinga line lhrrrrthc firc to it watersource.'l'hcn,
clcp:lrtnlellls.
theyrvouldf ill bucketsrvithu'atcrandpassthcm fronrpersonto personto the firc anclback.
Keepinglt constatllnl()mentUnt... nc\icrlcttingup r-rntil hopclirlly,-thcllrc rvusextingLrished.

Old timc copyr.vriters

adoptecl this ternrto describethe "kccp reaclinq"wordsand phrasesthey
Lrsedin advertiscmcnts. N4ostly thcy urc usedat thc bcginningand/orelndof paragraphs or as
subheads in the bodyctlpy. 'I-heycanalsobe usedas shortpurauraphs. Andi5ey r.vork.Done
right' thev make your copy readlike a greasedslide. T'heyrnakeir nearlyimpossibleto stop
readinguntil the end.

Televisionpl'ogramshavemasteredthis. Especiallynewsprograrns.They almostalwaysgo

-
to commercialwith somekind of tease.. . which is the equivalentof a bucketbrigadeword or
phrase.Suchas: "After the break,six commonkillcrs hidrlenin everyhouseholtiin America."
Or somethingsimilzf. They usethese"teases"becausethev work. And they work becausethey
take advantageof people'snaturalcuriosity. A nearirresistibleforcein humannarure.

JohnCarltonsaysto usethe old journalismtrick of "who, what.where.when,why andhow,,.

For example:"Who elseusesthis secret?''What doesthis meanfor you'/" "Why would I share
sucha valuabletacticwith a strilnger?""Where diciI find this infornratjon'/""How rv.uld vou
like to seeit tbr yourself?" Ancl so on.

The ideahereis-once you've "hooked"them-to neverlet themget away. Keep teasing

Chapter7-1
and proddingthemwith provocative"keepreadin-e"statements.

Here aresix of the morecommon"buckeclbrigacie"worcls:

l. And
?. Flowever
3. But
.1. Here rtr here's
5. Ilttu'
6. What

L . r s i nl gh c s es i x " r o t ) t "r v o r c lyso u c l l nc o l n cr r pw i t h a n c l r r i l , c n t l l c sl iss te l ' " b n c k c b

t rigarle"
:rhrAScs. 's
I-lere a shurtlist I'r.c pr_tt lo-uctltcr:

Antl
A n d u ' h a t ' sm o r e
And that'snot all
Ancldon't forgct
And that'sri,hy
Hoq.'ever
Holve'uer, clon'ttakc ntr, ',vordfor it
H o r v c v c rt ,h a t ' sn o ta l l
l{orver,cr. thcre'sn-tclre
Hou'ever,rvaituntil vou st:c
BLrt
But ltrst
B u t h e r e ' st h et h i n s
B u tu h v
BLrtwait,thcrc'srnore
B u t t h a t ' sn o t a l l
Herc
Here'sihe deal
Here'sthe story
Here's hor.v
[{cre'swhy
Here'swhat this is all abor-rt
Here'swhat I mean
Here'swhat to do now
How
How's thatpossible?
How canthat be?
How do I know?
What
What's more
What'sthis gor to do with you?
What'smoreimportant

Chapter7-2
 Here are somemorerandomexamples:

Thenagain
You see
You know
Anyr,vay
That'snot all
Further
I _ em
t ec x p l a i n
For example
F()rinstitncL,
Bcst part
B e s to 1 ' a l l
The trLrthis
[ . i s t en
I-isten up
Look
Ol- course
Let's fncc it
Even better
In fact
Morc intprrrtlrrrt
Most importan(l,v
Nlake no mistake
Thc lactis
Rcrnember
Furthenlore
PlLrs
Alicr ali
Again

That'sjLrstafervolthcmanycxatnplesofbucketbrig:.deworcisandplirases.
Howc1,cr
insteadof me giving you everyexample undcrthe sun... amuch
betteru,av foryou to learn
tlicse wtlrds and phrases.. . ttl really in srain these into your vocahLrlary
i s ,1,-,what I dirt. . . lcarn
thcnl by stuclyingand copying out u'inning salesletteis anil atls in your
own handwriting. AntJ
that leads me into what I'm going to cover next. (By the way, if you
are paying attention, you'll
notice I'm using bucket brigade phrasesall throughout rhis chaptcr.)
Sp".iti.utly...

How To CheatYour Way To

BecomingA Better Copywriter,Faster!
Would you like to cheatyour way to becomin-e a bettercopvrvriter,faster?If so, here'shorv
yoLtdo it: Copv out provensaleslettersin your ou'n handwriting.And
do it by hand,with a pen
andpaper...not at your keyboard.In fact, it's the only r.vayI know of to realiy
learnhow to
write effectivecopv.

Chapter7-3
 Example:When I first heardthis advice,I was struggling.So I startetidoing it. I figuredI
literallyhadnothingtolose...Iwasaboutasbrokeascanbe,jobless,andh t i amdel o
o tnsmo yf
hands. If it u'eren'ttbr my brother,I would've beenhonreless.So I did it. A lot. And within a
year.I r'vasworkingwith GaryHalbert...and...rvritingveryeffectivecopy.

I'r'e written elservhereabout how I got the chance to work i.vithHalbert, so I'm not going to
repeatit herc. But lct me.just say, il'l had not taken thc time to c<'rpv out saleslettersin rn.v
handrvriting.it woulclhal'c rtcverhappcnecl.Mv "good luck'' rvasa direct rcsult ol'rny
u illingnessto rvork hard. Tltat's almost alr','r1,''s the casc. Thc olcl quotc is... "Luck is when
'cparationmects
1 opportr-rnity." And nrosttirr-rcs. that's trr-re.That is, the aut()untol"'luck" voLr
' ive in lil'e is in tlircct prttportionto {hc ilr})ountof effbrt 'l'honras
voLlput firrth. lrclisonsaid.
Gcnius is l9b inspirationand 999bperspirationl" Flovu'true.

Anrvwr.tv. oncc I startcdcopying out rvinning salcslettcrsbv hantl.I madc a qulrntuil lcup in
ly abilitics. You sce.tltcrc's a pace to sood copvu'ritins. 'fhcrc's tcntpo,fltrv und a certairr
ocabulan'. And thc r.'erybest (and rnavbeonlv) way to pick it up... to reallv ingrlin it in vour
n c u r o l o g yu n d p h y s i o l o g y . . .i s b y w r i t i n e l i k c t h a t .

I'll givc -volla simplc analogv:World-classOlympic srvinrnrers have a harness-typething thiit

pulls them thrttttghtltc pool. Ar-rclw'hatthev do is. thcv hook tlrernsclvcsup to this thing t1il set
the spcetlat a wot'ld-l'ecord pacrr. fhen thev srvinrand trv to kecp up. Thc tliinking is, thcy r.r'ill
l'eclwhat it is like to swim that fast. then thev r.villbe abie to cventuallvemulateit on their or.vn.

J t r s tl i k c y t l uc a n ' tl e a r nt o r i t l ca b i k cb v u , a t c h i nogr s t u r l v i n tgh c p n r c c s sY

. o u c u n ' tl c a r n
copyrvritinsbv nterelyobsen,ing.Got to DO it to lcarnit. And copl,ingi-rutsalcslettcrsin your
own handn'ritingis a trueshortcutlcarningL-xpeficncc"

Now. yott shouldbe carclul r.lhoseslutf ,vor-r copy out. I chosc Ilaltrcrt antl Carlton... ancl.
['ve copied out all the olcl classics. In fact, I believethe first ad I ever copieti r.vasDavicl
Ogilvy's Rolls-Roycead. Thc one rvith thc hcacllinc.At 60 niilcs an hour thc lor-rdest noise in
this nerv Rolls-Roycecontesfrom the e-lc-ctric clock".

BLrtwhitt if you don't haveany aclsto copy or-rt'lI can hclp you therc. You krrowfrom
previouschaptersthatJohnCarltonhasa few volunes of his bestletters anclacls.And I'vc
urgedyou to get them. Plus,in previouschaptersI've reprintecl severalgreatexamples
already.'.including...Halbert'sdiet ad in thelastchapter.However.you'll needmoreif vou're
seriousat all. So, I've madea dealto get you a25c/ccliscounton two moregreatcollcctionsof
adsand salesletters.

Both collectionsarefrom Gary Halberr. One is his "MasterpieceCollection" Of 57 Sales

Letters...Already lVritten And Tested...That Have Pulled In Millions And Nlillions Of
Dollars! This is Gary'sown privatecollectionof salesletterswherehe getshis ideasand
inspirationfrom. N'{ostof the letterscan'tbe found anvwhere.at any price. In fact,he'shad
writersand rnarketers offer him vast sumsof cash(up to $37,000)just to -qeta peck at his
collectionof letters.And, he flat out refusedtheml

Chapter7-4
 He evenhaswent so far asto say, "...ifrmv one thing hasbeenthe "Key" for mt, manv,nttrlti-
million dollar winners...it's tltisfile!"

The otheris his "Motherkrad Collection Of Nlarketing Nlasterpieces".TSis was recently

put togetherby his long-tinteassistantThercsa.And it is fanrastic.Many adsthat I-aftcr
working with Halberlfbr manyyears-had neverseenbefore. Ads he rvrotefor Tova Borgnine.
A famousdiet ad featurinsGcoff Scottof "Dvnastv"lamethatmacieHalbert$ 1.3Nlillionin one
1'caralonc..-andthatwas.justhis -57ccornnrission. And muchrno1c.TSiscollection*,ill give
you a priceiesseducation.Not just on horvttr writecopy...but... offcrsandconcepts asrvell.
Ytltt cancopy themout in y-oLlr to -eetthe"icel" fbr whatit's lrkc tu rr,,ritc
own handlr'riting
lntllti-nrillitllttlollrtrwinnct's.And vou cattatlaptthe o1'1ers.
conccptsandcppv tt; scll voLlrowlr
strrll'.Again.litcrallypriceless.

Rccently.a \\'hrtlelot ol'tltcsccollcctionsr,l,ere solclto G:rrV'sncrvslettcr reatlerslirr$297.

fhe "Masterpiccc Clollection"
whcn v()Llcunget it. gocstitr"$297as rvcll. Howe'cr. l',,.estruck
r d e a l r v i t h G i i r y , a n d iyfo u o r d e r b o t h o l ' t h e s c a t t h e s a m e t i mVeo.u. .c a n h a . vt hee n ra I t 2 5 ( . / o
d i s t ' o r r n t .j r. .r : t . . .

$.145.50
'l'hcrc's
a s h i p p i n ' a n dh a n d l i n gc h u r u et r l ' s j 2 -r 5o r e a c ior r d e r .( N o r h : S h i p p i n -aun t l
handlinson Intcrnational ordersis S-50)Evenso. it's stiil a sizeablcdiscr-lrnt olt thenormal
prices.You canget thcsepriceless cr-illections by goingtOurv ncw res()Llrcc pascat:

h ttp ://rvwrv.killercopvsecrets.corn/copl'resources.h
tnrl

Snap thesccollcctiottsup whilc )/oLlcalr. Thcv will ser\,evou and ull vour businessvc'tLrLcs
for a lif-ctirne.You'll rel'erto thesccoilcctionsover and over. I ckr.

Next Chapter:
Ho.,r,to write killer bulletsthat sell.

Here's Your ExerciseFor This Chapter:

Rereadthis chaptcrand seehow many "BucketBrigade"words anclphrasesyou canfind
(besidesthe examplesI gave)and write them down. I think you'll be surprised just
at how many
thereare.

Chapter7-5
r I

Ouick Summary Of Kev PointsIn Chapter 7:

1. Use "Bucket Brigadc" worcls and phrasesto put and kccp vour reacleron a greasedslide
t h r o u g h o u ty o u r e n t i r e s a l e sp i t c h . N o t i c e h o w t e l e v i s i o np r o g r a m su s e " t e a s e s "j u s t
before going to conmercials to keep 1,ouwatching.

2 . Y o u c a n a l s o k c e p p c o p l er c l d i t t g r r s i n g t h e o l c l j o u r n r l i s r r r t r i c k o f " r v h o . w h a t . w h e r e .
w h e n . r v h y a n d h o v u " .F o r c r a n t p l c : " W h o e l s e u s c st h i s s e c r e t l " W h a t c l o e st h i s m e a n
f b r v o u ? " " W h y r v o t t l c Il s h l r r es t t c hu v a l u r i b l et a c t i c u i t h a s t r a n g c r ' 1 "" W h c r e c l i c lI
t ' i n t tl h i s i n f o r n t t t i o t t ' 1" "l l o r i r r o u l d v o u l i k c t o s c e i t l i r r l , o u r . s e l l ' 1 " , , \ n d s o o n .

Usingthesesix "root''rvttrds.and. however.but. here (or here's),horvand rvhat.vou

cancrcutea nearll'cndlcss list ol "buckctbngade"phrlrscs.

'1. The best u'ay to reallr, ingrain these rvords and phrascs
into lour vocabullrv is to stuclr
a n d c o p v o u t r v i n n i n g s a l e sl c t t e r sb 1 ,h a r r d .

( l o p f i n g w i n r i i n g s a l e sl c i l e r s o u t b y h a n d ( n o t b 1 7t v p i n g
o r a n y o t h e r r n c t h o c l i)s a l s o a
w a y . v o u c a n c h e a t \ ' o u r \ \ i t v t r t b e c o n t i n ga b e t t e r c t t l t v u r i l e r .f a s t e r . I n f l r c t . i t ' s
p r o b l b l v t h c b c s t w a v t ( ) l r , , r / / r ' l c l r r nc o p v u r i r i r r g .

6. ) ' o u c a n p i c k u p t w o f a n t a s t i ce t t l l c c t i o n sof ',vrnnrnglids and sules lctter tiom Garv

I H a l b e r t - a t a l - 5 9 i d i 5 c 1 r 1 1 n 1 - l rrr i s i t i n g nty ne\\/ fe sorlrcc
Pilllc at:
I
I
I h ttp ://rvlvrr.killt rcrlpv.secrets.com/copvrcsou
rces.html
L

Chapter7-6
Chapter8:

How To Write Killer BulletsThat Sell!

"You should put every bullet you can in your sales rnessagebecausevou never knorv what
is uoing to nraketherl buv."
- (iury I'lalbert

\ \ \ ' o r l d - c l u sasc l sa n c ls l r l c sl c t t c r sc c t r t t a i a
n b i g l i s t ( o r l i s t s ) o 1 ' u l t r a - c o n r p c l l ib
nLgr l l c t s .
,{osl
- V lt [n lact. I don't think I've evcr rvrittena promotion i.rithor,rtbLrllets.)And in terrnsol-the
:llinu power of vour copJ-,po*'crlirl btrllctscornc riglrt ulier a killt.r heldlinc anclol'ler. J'lurtis.
, licc yoLlltavc thc bcst headlincy()t.lcan rvritc and the most colllpcllingoffcr von can prcscntto
i,te prospect...the bullets are rvhctc you can make the most intprovententrn sales.

I l ' y o u ' r c n o t s u r ew h l t b u l l e t su r c . l c t r n ec : x p l u i n :

['ll start rvith the basics. A bullet is li bkrck of copy thrt of-lcrsa compellingbenefit or
bcncl-itsto tltc rcadcr. They urc culletl bLrlletsbecausethcv rirc usuallyprcccdcdbv a tittle round
d o t t h a t l o o k s l i k e a b u l l c t h o l e . Y o L rl c r t di n t o t i r e b u l l e t su i t h u p l r r a s cs o n r c t h i n gl i k c t h i s :

Flcrc's u clLrick.rlirnpseof u hat vorr u'ill tliscor,'cr:

. Ho'nva bLrlle
t looks in a letter or an ad.

A round tlot is the lrx)slcornntttnsytrtbolltsed. How'cver,yoll car]Lrscchcckmarks,an'ows.it

,ittle hanclthat points,numbers,lettersand other marks. Personally.I like to keep it simplc... I
rrseround dots, nuntbcrs,and rtccasionalll'.checknrarks.

Bullets do ser,'eralimportant things that enhancethe sclling power of vour message:

1. Tliev brcak up long blocks of copy, provide some cve-rclief and rnakc your salesrncssase
elrsierto read.

2. They iillow you to inciude every single benefit of your product or servicc in en casy ttr
digcsl lbrm.

3. They can grab the eye of the skirnmer and pull them into the copy.

4. Thev-to me-are the heart of the salesmessage... the part where you can really light a
white-hot flre of deep desirc and curiosity in ltour prospectthat literaily forces them to
order.

See r.vhatI'm talking about? That was a bulleted list. Makes things easier to take in, doesn't

Chapter8-1
it?

Now, I'd like to makean imporlantdistinctionyou mustunderstand.Bullets.at theirbest,do

NOT show the featuresof what you are selling. They showthebenefitsof the f-eatures of your
prodnctor service.That is, the benefitsthe prospectwill get when thcy buy. The best."vaytt>
cxpiainthis is byexample.First,I'll do a "feiltLrre
onlv'' bullet...then...a benefit-drivenbullet.

l-eature bullet:

. This car gets60 milesper gallon.

Benefit-drivenbullet:

Sinccthis car gets60 milespcr gullon.vou'll savcthousnntls everyvearon l'uelcosts

n o t l o t r t c n t i o yn r t L r ' b
l l e h el p i n et h c e n v i r o n r n e n
b tv c L l l t i n d
g r ) r , ,onr .at i r p o l l u t i o n .

What ['ve done here is takena feature-60 miles per gallon-ancl rurncd it into a bcnellt to
thc prttsltcct. I'r'c spelled-outcxactl.v-
rvhat it rnclrnsto thcrn... or uhat bcncfit or bcnefitsthcv
arc goitte to gct. And that's rvltutvttr-twant to do in everv singlc ltullet vou rvrite. It's not
enouglt.justto give them a list ol feutures.vou N{UST teli thcrn u'hat's in it for thent.

A vet'Ygttttdwav to tlo this is to ntakc a list of every I'cltLrrel,ourproduct or scr.,,ice

has.
Then. think about what that meansto thc prospect. In other uurds. turn the t'eatureinto:-rbcneilt.

And this leadsntc trt anothcrvcrv irnportantpoiut: You shouIdirtclLtclc c')'(,i '\' possiLrlc huIlct
vou cln in clan'salcs messilgc,\,oLlrvrite. I'hcre's no such thingastoo rnanv.l'hey'canonly be
too weak to incluclc. In one prolnotion I u'rote tor sentinartapes.I huilso n)an-v brrllctsthatI put
thcrrron 6 scplrnrtesht-etsand inclutlerithcnt as;;.utinscrt. l l r c : r r l l i r t lcl t lc i r r : t 'tr:

"117 Other Amazing SecretsRevealedAt

Gary Halbert's How To NlakeHuge And
Automatic Profits Copywriting Seminarl"

This r,vas'iLvery succcssfulpromotion. In fact, as you may havenoticcdby thc cluoteat the
top of the first page...I learnedthis "includeevery bullet" techniquefiorn Gery Halbert.
Actuaily,I heardhim say it on tapebefbreI knew him personally.The thing is, unlike a
salesrnan rvhocanget instantfeedbackwhenhe sayssomething... whenyou arc selling
remotely,yott can't know-with cer-tainty-whatflips their switch. So you mr-rst includeevery
benefit-in bullet form-that you can. Often peoplewill buy becauseof one singlebulletpoint.
I have. You probablyhavetoo. And yon can'I know with certaintywhich bul]etpoint that will
be.

And speakingof Halbert. His famousstory aboutbulletssoessomethinglike this: He was

contrrctedto work fcr Entrepretrcurmagazinein the 1970's(or 80's)... and he wrote an ad lbr
one of the specialreportsthey were selling. And fbr somereason,he put a bullet in the ad-
burieddeepin the copy-that said:

Chapter8-2
 o Fakecocaine:A legalsubstitutethat fools almosteveryone!

Had nothinsto do with the product. Was out of placeentirely. But. it causeda sensationand
sales of the productsoared.Peoplecallcdfor monthstrying to find out aboutthe "fake cocaine".

Now, I'm not necessarilv advisin-syoLlto do this. You don't needto talk aboutsomething
illicit to getresponse.No. the lessonhcre.and thereasonthisbLrlletworkedso wcll is sinrple
I t r n r a nn a t L r r e . . .

It's Curiositv At Work!

Curiositymay be the rnostpou,erfulsellingfbrcein theunirerse.

A n c lt h a tl c u r l sn t ei n l o n ' h a tI u ' u n tt o t l r l k ; l b o unt e x t . . .a n d - . .r v h a tI b c l i c l ' ei s - j u s la s i t i s

with hcadlincs-thcntostpowerfulu,;.rv to r.vriteyor-rr bullets...

(luriositv/Rervard

I (andothers)havesaidelservhere thatself-interest is the#l copvappealin the woricl.

Htlwevcr.in privateconvelsations u'ith Flaltrcrt, he'stolclnrc thutrt is rruriositv.AnclI'nt
inclinedttt bclicvehint. Brrtvou don'l hlrveto clrttose bctr.vee n oueor theother. Thc niost
p o w c r l l l n l e s s i l syeo u c a nh a v ei s a c o m b i n a t i oonf c u r i o s i t v : r nsde l f - i n t e r c s l .o.r. . . .
r'rrliusi tr /r'cultrd.

Lct mc againshor.v you by exantple.I'll do a purecuriositl,bullet,

tbllorvedby a puresell-
interestbuilet.foliorvedbv a crombinationof the two:

Pure Curiositvbullet:

o What a "grabber" isl

Self-interestbullet:

o How to boostthe responseto your salcslettersby up to l,l\}Vol

Curiosity/Reward bullet:

. How "grabbets"canboostresponseto your saleslettersby up to 1,7507ot

Seethe difference?Seeltow the combinationcarriesmore "salespunch" thaneitheralone?

Also,noticethat all thebulletsare"blind"... meanin-r...

you don't krow thesecret(s)behinci
the bullet. Which, I suppose.meansthe examplcsaboveare all curiositybulletsto sorne
degree...but i hopeyou seethe difference.

Chapter8-3
 Moving on: Yet anotherway to write bullets...a way vou will seea lot in magalogs...
y health-related
especiall ones.. . is to not only use regulalcuriosityandself-intercst
bullets(or a
of the two)... but also...to give someinfonnationaway. Like this:
cornbination

Info or Giveawav bullet:

. Instant"grocerystore"relief lbr arthritispain: Simply crushandmix trvomedium-sized

Jalapeno pcppcrsu'ith 2 tablespoonsof rcal buttcr. Apply liberallyto thesoreareaand
watchtlie pain r,'anislr
in sccondsl

This cloesfbur thin,ss:I. hi ;.intagalouu'herevoLlarelrf ing to sorrrcr.vhat fbol the reuclerinttr

t l r i n k i n gi t i s r rp L r b l i c r r t i o rgt .i.v. i n ss ( ) l l l ci n l i ) r i r v a vh c l p s .2 . I t h c l p sl o w e rt h e i rc l c l - c n s e s . . .
lilat is... thcvaren'tjr"rstreadirtspure"salcstalk". 3. It helpsvou secmrnorecredible..1. If the
riveaivll,'infois gt'roclenough. it incrcases tlieirdesirefor what you arekeepinga secrct.

I rarelyuseirullctslikc tlrcsc.N'lavbeI shouldstart'?(.Bythe rvuv,I rnacle the inlorniationin

thatbulletLrp... that'snot a remedyof anr,'sortthat I knorvof. It wouldprobablybr-rrn the hcll
o u to f y o u rs k i n . S o .i 1 y' o u h a r c a l t h r i t i s . .D
. ON'T l-RY IT!)

Anotherthin-eI do is mix shorterbulletswith longerones. Nlanyof thebulletsI write area

goorl-siz.ed par:.r-untpir.
So. I like to ntir in somcone-lincrsor ut lcastsl-ror1.
one scntence
bLrllcts.
'flutt 'l'oo
too. hclpskccp thc puccup and kcepsthcrnrcacling. niunylonebullctsandvou'll
deleatthepurposcol'havingbullets.

Yc'tanothertip t()pro"'itiec1'crclicl'lrnrlrnakcreadinscusieris ttt boltlc\,crvotherbr-rllct

likc
this:

. This is a bold bullet.

. T h i si s a n u n b o l d e d
bullet.

o I his is a llold bullet.

r This is an unboidedbullet.

And so on throughoutyour list of bullets. This isn't mandatorv, just a very goodway to do it.
You canbold rvithineachbulletif you want. I just like doingit thiswiry. Underliningand
italicizingof key phrasesis sornethingI still do, in additionto the bold/unboldthing.

On'rvard: So far I've given you a goodbasicprimer on bullet writing. Now I want to move
into a little more advancedstuff. And this aclviceis not my adviceat all. I'm writing it, but I
learnedit from a friend andcolleague...and... the copvwriterwho-I believe-is the bestbullet
writer in thebusiness:JohnCarlton.

If you've readJohn'scourse,you know someof what I'm goingto tell you. But what you
don't know is I didn't learnthis from his course. I learnedit the hardway. You see,for years,I

Chapter8-4
secretlycollectedhis adsand letterslong beforehe cameout from behind-the-scenes to leavehis
legacy. I studied-intently-cvery line, word. concept,headline,offer, close,etc. And over
time. what startedto really stick out-to me-were the bulletshe wrote. They weren'tjust
sood...

Thev WereGIIEAT:

Far bettcrthananybulletsI'd cver rcarl.So good.in tact.I startedto collccta list of them
(You arcgoineto gct thatlist at thecntl ol'this
andcopvthcrnout in nry own hanth'u'riting.
chapter.
)

Ho,"vcr,'cr. it took mc clr,rite sornctirrrcand longlioursol-str-rtlv ',vhatlrc

ttt rcallvuntlclstantl
wasdoing. I actuallvdidn't gct 100'i clcaron it until hc e.rplaincd it to nrcin pcrson.But
a n v w a vh. i ss c c r et b r w r i t i n ge f f ' e c t i r h
, cu l l c t si s . . .

l'he 1-2 Prrnch!

This brrllet-n'ritingtcchnique is so qootl. so cfl-ectivcund por.'u'crlirl.

I lvorrid NOT cr,enbe
sharingit if Jolin hadn't ulrcurlvrvrittcn lihout it in his coursc.

I t s o c sl i k e t h i s :

Y o u g i r c a b e n e f i t ,t h e n v o u p i l e o n a n o t h e rb e n e t l t( o r t r v o )o n t o p o f i t . . . i n p a r e n t h e s iisf
y o L r w ' a n tI.t ' s l i k c a b t t x e r t h r o u ' i n g a s t i f f l c l ' t j a b t o s e t t h c i r ( ) p p o l t e n t u p l b r a ' u i t r i o r - r s
o v c r l t a n t rl i g l r t . . .t h c " k t t o c k o u t ' 'b l t i n . I t r r r i e h tl r c l p t o u s c t h l t i n t a g e r yr v l t c nv o u u r e u ' r ' i t i n g
1,'ourbr-rllcts.Just think banrl...BAI{! Or. barnl...tsAN{!...BANII ('Ihe extra "BAN,ll" would bc
a straightlclr to finisli thenr off.)

F { e r c ' sa n c x a m p J el r o n t o n c o l ' J o h n ' ss c l l - d ef c n s ea d s :

o Thc ttnlv 2 tar-uet

pointsvou t:ver necdto learnto takeout r,t/?,\'opponcn[,
underal,y
circumstances! (Forgctabout.learning anv fancvfightingrrrgcrs- in just a colp'; of
seconds, Mike lvill give y'outhe keys to winning everyfight. every time,no b.s.aboutit.)

Anothcrthing I learned liom Johnis to startyollr promotionhy writing the bulletsfirst. This
d o e s a c o u p l e o f i m p o r t a n t t h i n gLs . I t h e l p s y o u g e t s t a r - t eIdt '.s f a r e a s i e r t o w r i t e b u l l e t s t h a n
it is to think up concepts, hcadlinesandoffers. 2. Often,in thewritingof thebullets,theBIG
ideawill jump out at you. I adnrit,I don't alwaysilo this. Holever, on my mostrecent
promotion-a financialpiece-I gaveit a whirl and it really seemedto help.

4 Ways To Punch-Up The Selling PoryerOf Your Bullets:

Here arethe four ways to punchup the sellingpowerof your bullets:

1. PorverWords and Action Verbs. The most corrnon wordsusedto startbulletsare:How.

How to, The,What, Why, Where,A, and numbers.However,you shouldalsouseaction

Chapter8-5
 verbsandpowerwordsto startyour bullets...suchas...mustsee.cutting-edge,
hot,
devastating.
dominate,amazin-u,
astonishing,exploit.shock.crush.andso on.

2. Mini-stories.Have bulletsthat leadinto little stories.You havea bullet,thenvou go into

a regularparagraph.
then straightback into the bullcts For example:

A simplesecrettaughtto me by my 9th gradegvm teacher-that I'll showyou how to

implcmentin five minutesor lcss-that I still usetoclavto savcmc hLrndreds
ol'
tlurr-tsands
of dollarsirr taxes euchvearl

I rentt-rnl-rer it like it was ycstc'rdrv. I\'{r.Jolrnson\\.,i-is tluavs sitting in his chair in the gvm
n ' h i l c r v e p l a l ' c i ld o d - g c b a ol lr b a s k e t h l r l l . .u. n d . . . i l ' h c w a s n ' t a s l c c p .h c l v a sc k r i n gp u p c r w o r k .
One day. nrv curiosjtv got the lrettcrol'nre. anclI askedhinr u,hv he rvasalr,r,'avs looking at a
stackof papcrs. lWith his incontc. I would havc never gucsscdthev r.vercfinancialdtrcnnrcpts.)
Ancl lre saicl."Ytlurls lnan. lct tnc sltou you sonrcthingthlt w'ill servc you thc rcst of 1'ourlite. It
will be ntttrc irnportantto vou thau an)-thingyou lclrn thc rcst of your schooi davs." And rvith
that, he pulled out a sirnplefbrm anclshowcd nre a legal tax loopholc that. to this clay.I",'c never
mct anyottcclse r.vhtteven kno'uvs ol'its cxistence. (By thc u'liy. I lalcr leurncd]\4r'.Johnson
rctirccla ntLrlti-rtrillionaire on a teuchcr'ssalary.) Anrl hc',r,'as rigirt about it bcing so inrporllnl 6e
m e . . .b c c a u s e . . .

['r'e Saved Over $2.-] i\lillion

In l'axes In I'he Last I.-ir,el'ears
Akrne... Over $10 l\Iillion In \ly
I-if'etime!

Anci thcn back inlo the br.rllets.

3. Spccilics. Likc, "See pagc 1,5". Or. "Revealedolt page i-5 insicle'' 'fhis works
especially well r,vithpaper anc'link inlit producls. Becauscrvou cAn u'ritebulletslike this:

(-rscclet
"vaysto buy nearflawlcssdianroncls at lcss-than-w,holesarc
prices anil instantly
flip them for a quick, double-digitprofit! Seepage l-5.

4. The 1-2punch...which I'r,c alreadycovered.

Thesefour techniqlres aresomethingJohntalkedaboutat his $5,000per personadvanced

Copyrv'riting
Sweatshopin 2003. I was therehelpinghim pull rhe rhingoff. lf you areinterested
in seeingthat seminarin its entirety,you can find out more information(includinghow to get the
DVD's or Videos)on my "IvlembersOnly" resolrrcepageat:

http ://wwrv.killercopysecrets.com/copvresources.html

This seminarcaused
a sensation
amongadvertising
insiclers...
anclis u'cll rvorthgetting.

Chapter8-6
 Onelasttidbit from John:He haswritten ultra-successful 8-pagesalesletterswith almost
nothin-sbut bullets. Again, proof that you can't havetoo man_v
bullets.

In fact,if you needto write a letteror ad in a hurry... or... voujust aren'tsurehow to pitch
's
somethins...here a vcry goodwav to do it:

o Headline
r Salutation
o Short Opening
o BLrllets
o Tcstimonials
o (lulinrntcc
o l-lorvTo Order
e Si.gltature
. P.S.

This is basicallvthe satnc lbrrnula I u'nrte about in nrv gr-rirlc: l'he Arnazinl Copvr.r,riting
S c c r e t sO l ' r \ r l A t l r n r t nW h o H a s ' f o L i r c l l v I I i s I l e s u l t s ! I n l h c g r r i c l cI.c a i l c d i t " ' f 1 c W , r l r l ' s
Most Pcrl'cctAd For A Book Or An E-bookl" I called it that. becauseoften. it rvill out pull anv
o t h c r t v p eo f l l d 1 " . t t t ' u v r i t ea. .n. d . . . I b c l i e v ea l m o s ta n \ , ( ) n c a n d 9 i t . . . e v c n i f t h c i r c ' p v s k i l l s
a r c l c s st h a ng r c a t . A t l d a c t u a l l t 'c. v c t t t h o L t g hi t ' s e s p c c i u l l vs u i t c dl b r i n f b p n t t l u c t s . . .v ( ) Lcl a n
u s e t h i s l c r r i t a tt o s c l l j u s t a b o u ta u r t h i l t g .

I l ' v o u u ' a n tt o r e a c tl l r i ss e c t i o ni n r n 1 , , s l r i d e - r v h e r Ie s , i n l ' g r e a t c r r l c t l i l . i n c l u c l i n gl l i r l l

blorvn exanlplcof an ad I rvrotein ;,rtrout 30 minutcs-iust so ro:

h ttp ://rvlvrv.
killc rcollvsecrets.com/co;rv
rt'.sou
rces.h tnrl

Next Chapter:
How to get and usctestimonialsanclotherforms of proof to supercharge
the sellingpowerof
your copyl

Here's Your ExerciseFor This Chapter:

At the end of this chapterarethe bulletsI secretlycollectecltrom John'saclsand salesletters
ovcr thc years. If you want to l.naster
the skill of writing killer bullets,copy out cachbullet in
your own handwriting.More thanonceif necessary.

i-----
rl
i Ouick SummarvOf Kev PointsIn Chapter8: i
I
,l
t. GaryHalberr's
r\dvice:"You shouldputevervbulletyoucanin yoursalesnrcssase
i I
because
)/ounever knowwhatis goingto makethembu,v."
i i
L----- _____j

Chapter8-7
 Ouick SummaryOf Kev PointsIn Chapter8 Cont'd:
2 . ln terms of the selling power of your copy, powerfr.rlbullets come right after a killer
headline and of-fer.

3 . A builet is a block of copy that off-ersa compelling benefit or benefits to rhe reader.

B u l l e t s a r c l i t t l e s y n t b o l s .s u c l t l s . I . , i t t l cr o u n d c l o f s c. h e c k n r a r k sa. r r ( ) w s ,a l i t t l c h l n c l
t h a t p t t i n t s .n u m b e r s .l c t t e r sa n d o t h c r m a r k s . P e r s o n a l l v I. l i k c t o k e c p i t s i m p l c . . . I u s e
r o u n c ld o t s , n u n r b e r s .a n d o c c l s i o r r a l l v .c h c c - k m a r k s .

_5 B t r l l c t sd o s c v e r a li n t p o r t a n tt h i n g s t h a t e n h a n c ct h c s e l l i l t ep o \ \ ' e ro f \ ' o u r . n t c s s u - :r :(el )

T h e y b r e a k u p l o n g b l o c k s o f c o p l ' . p r o v i d c s o n l ee ) ' c - r e l i e fa n d m a k e y t u r s a l c s
n l e s s l l g e e a s i e r t o r e a(d2.) T h e v l l l o u , ' - y o u t o i n c l u c l c c r e r y s i n g l e h c r r c l - i r 9 f y o r r r
p r t l d u c to r s c r l ' i c e i t t a n e l t s Yt o t l i g c r s lti r r r r r . ( 3 ) ' f h c y c u n g n L bt h c c v c o l t h c s k i r n r r r e r r
a n d p u l l t h c m i n t o t h e c o p y . ( 4 t T h c l ' - t o m e - a r c t h c h e a r to l t h e s a l c sr n e s s a g.e. . t l r c
part where you can realli' light a r.rhite-hotfire of {eep desire enclclrigsity in r,rrur
p r o s p e c tt h a t l i t e r l r l l v l b r c c s t l t r - r l t o o r d c r .

6 . B L r l l e t s , a t t h c i r b e s t , d o N O T s h o r v t h e f ' c a t u r e s o f w h i i t v o u l r e s e l lTi nh ge .y s h o r v t h e
b c n e f i t so f t h e f e a t u r e so f v o u r p r o d u c l o r s c r r r c e .

A g a i n , r ' < t us h o t t l di n c l u d e c t ' a - t p o s s i b l eb u l l e t ) ' o u c a n i n c u c r i s a l c sm e s s u g ev o u

w r i t e . T h e r e ' s t t o s t r c ht h i n o t n , . rn ' " n 1 , . T h c / c a n o n l r , b e t r t g r v c a kt . , i n c l i r , l c .
",
C u r i o s i t r :t t t l t " ' b e l ' n o s tp o w e r l i r l s e l l i n g l i r r c e i n t h e r r r r i v c r s c .A n t i [ [ e r r t o s t
l){)wel'tsl
$ ' a y t o t l ' r i t e v o u r b u l l e t si s . . . c u r i o s i t r ' / r c r v ' a rodr . i n o t l r e rt e r m s .c u r i o s i t v / s e l-fi n t e r e s t

9 . N { o s bt u l l c t sa r e" b l i n d " . . .n r c u n i n s . .v.o u c l o r r 'kt n o r vt h es e c r c t ( sh)c h i n ct lh eb u l l c t .

But vou cln alsomix in bulletsthirtgir.'esornercvealingirrfonnatiorr rrilu-r'.

10.For c1'ereliefand itrtprovecl nrix shortcr()ncscntencc

reldershiir, lnd onc lincr bullets
in with longerones. [t alsohelpsto bold evcry otherbullet.

ll. JohnCarlton'sadvice:Usethe 1-2punchin bullets.Tharis. give a benef-it, thenpile on

an<lther benefit(or trvo)on top ril'it. Startyour prornotirxby rvntingthe bulletsflrst. It
helpsyou get started... plLrs...it oftenhelpsvou find thc BIG idea. 4 wa,ysto punchup
the sellingpower of your bullets:(1) PowerWordsand Action Verbs. (2) Mini-stories.
(3) Specifics.Like, "Seepa_re15". (4) The l-2 punch.

12. For more informationon John's$5,000per personadvancedCopywritingSweatshop,

go to my "Members Only" resourcepage at:
http ://www.killercopysecrets.com./copyresources.html
13. For a greatexampleon how to write an ad in a hurry,,checkout the sectionof my
Admanguidetitled, "The World's Most PerfectAd For A Book Or An E-book!" You
can lind it at my resourcepage.as well... at the addressabove.

I
14. Copy out-in your own handwriting-John Carlton'sbulletsat the end of the chapter.
i
----
I

Chapter8-8
 John Carlton Bullets:
Hereis a long list of bulletsI've coliectedover the yearsfrom Carlton'sadsand sales
letters.lvlostof thesearefrom his self-defense promos...but... if vou'renot into Martial
Arts, clon'tiet thattLrrnyoLloff. The sLrlrject
cloesn'trnatter...payattentionro thetechniquc.
You can applyit to any subject.

r - it's u,hat your boclv

The single ntost ititporti,lntmovc volr ciln rnakc in anv ;.rlterc;,rtion
wants to clo.but rvhatm()stpeoplepanic about and rcfusc to allorv thcmselvesto dol
(Yet it u,ili save your lit'e!)

l{or.vto usca sitnple"cat-like"moveto instantlypositionyoursclfto ct:livcrthc easicst

knock-outblow imaginable - a strikeso naturalyour unrnclmother
coultlpull it off
asainstl\likc TvsonI

Ho"v to instantly "shut down" an attacker'stestosteronelevcls, using vour botly'sown

bLriltin "brick". (Evcn a 90 lb. woman p()sscssesthis urnuzin-{nrck-harulr.verrpon!)

Whv hittinganyonervithyour fist is silly (eventrainccl boxersbustknucklesthatu'ay)

andlttlw to ttsethe 8 "naturalr.r.'eapons" of vour botlyto dr:lir,'cr
5 tilncsthc pou'cro1'a
f i s tw i t h h a l ft h c r i s ko l ' i n i r - r r i nvso u r s c l l ' !

\\'hen to Llscthe Inost simplc strike you'll cver lclrrn...arl unslopJlrblcnatural rnove so
c l l c e t i v c i n c n d i n g l ' i g l r t st h a t i t ' s n o t a l l o w e d i l r f i r l l - c o n t a ckt u r a t et o u r n a l n c n t s l( l n s t a n t
disclualilication - it's also a nlove that99\lbof the nrost brutal strcerfigliters
1,ou'llever
encounterh:lve ncvcr seenbcforc...and clon'1knorv ltou lo def-cntl:rgainstl)

Hor.vto use the "hip-swinging secret"soldiersuse to drop opponentsinstantly- ncr

speedor strengthrequirecl.yet it's like driving a 160 lb. bar of lcatl into the baclguy"s
bclly! (lt's so cfl-ective,vort don't cven hiil'e to corneclosc 1ohitting your "turgct" area...
evcn lhr-sloppicstattcmpt by you will bring hirn to his knees!)

How to effortlessly"parlay"the sanrenaturalfbrcethat hascndeclntoreprofessional

fbotballplaverscareersthan any other...it's a huntan'sr.veakest
point cludnga fight (or
beforea fight begins),and onceyou know aboutit you'vejust increasedyour ability to
defeata larger rnanby 20AVa!

How to usea super-effective, completelyunexpected techniquestraightout of the "Three

Stooges"to causeany attackerto automatically(l) back up, (2) raisehis handsin
defense,and (3) blink rapidly...all of which instantaneously
reversesthe tablesand
makesyour attackersuddenlyvulnerableto a fight-endingblorvyou can deliverin your
olvn sweettime.

Why all elite soldiersare given "permission"to usethe one streetfighter'sSecretWeapon

we areall taughtfrom kindergartennot to use...andhow you can useit to quickly remove

Chapter8-9
 yoursclffrom any situationwhereyou havebeensurprisedliom behind!

o How to usethe other "dirty" street-fighting

tool not allowedin any civilizedboxing or
karatematch...because of its imrnediateabilityto disorientate
andtoppleyour opponent!
(It alsoworkswhenyou do it incorrectJy!)

o [lavingbetterintuitionthanthemeanest"streetrlrt"ont there...so you canactuallvsmcl]

troublebefbreit happcns(justlike :r "(lcigcrcountcr"picksup even:l traceo1'rrtolric
radiation)... Beingableto releaseat rvill the StoneAge monsterthat livesdeepinside
evcrYmtn's soul...ltndmcctany ut{ackwith devastating "overthettltrr"countcr-r'iolcncc
tltatcaltno(lrc clcf'endcci asainst...And kttorvinghorvto instlrnllvcnrshvour ()pp()uctlt's
encrgvlevci anddcsireto light... canceloul,any hantl-held weaponshc hasrvitha sin_glc
m o v e . . .a n cIl n o v ew i t h b l i n d i n g" c a t - 1 i k cs"w i f t n e stso t a k eh i r nd o w n .w i t h o u tl c t t i n g
liirn luy a singleltngcron 1,oul

o to "beeline" straightfor the ntostvulnerableparl of your opponcnt.. . so you really

Hr)'nv
cancntl9()()tc
of potcntialfightsr,r'itha singlcmoveth:rtcarinotbc def'cndcrlagainst!

. Wh)'thercalitvof rr-re ga-violentstreetfightingis conrpletely differentthananvthingyoLl

evcrintirgjnccl or saw'ontelcvision...and how tr-rLlsevollr knowlcclgc ol'r,r'h:rt
rcallv
h a p p c n isn a f i g h tt o " c h e u t "i n w a v s\ o u r o p p o n e nctu nn e v c rg u c s s l

o Httw ttt qtricklylirrccanv violenllrtt;.tckcr (e'vensonrconc tu'iccyorrrsize)into complctc

a n du t t c rs u b n r i s s i t t n a. .n. c h
l a l c h i n rb e g g i n gf o r n t c r c v l

o W h o t h e " V i c i o u t s T o1p0 . 7 " , ; tslt' r c c t f i g h t c r s a r c . a n t l l i o r v t o t r a i n l b r t h e s i r l p l c s k i l i s

t h a tu , i l lc a n c eol L r t h c i r r n o s t - d e r c l o p sekdi l l s !

o The 8 mostbnrtalancldcvaslatins- yet uttc'rlysimplc to mastcr- "[y111111 l]ppenclaoe"

toolsany fightcrcouldhopc lbrl ('\nd thc sccretwiry to "cornbo"yourselfinto a
machine-likefbrce that cannotbe stopped.)

o The one basicsecretof winning strectfightsthat almostno streetligtrtcrknows about!

(It doesn'tmatterhow big, mcanor skilledyouropponentis... or how smallyou
womenandkids masterthis secretwith equalease!)

. How to easilypull off "instanttakedown"arm wrenches!(Very advancedstuff!)

r The singlentostdevastating"takethe fight out of him" moveyoLlciin use! (You'll pull

theplug on his emotionsso he actuallybecomesclinicallydepressed and unableto
functionnormallvl)

. Horvto spotthe90Voof fighterswho iu'etrainedto fbcuson a single"refercncepoint"...

andhow to instantlycollapsehis narrowtrainingright backin on him!

Chapter8-10
 How to defeatyour opponentwith a few economicalmoves...without gettingtouched
yourself! (oniy the most advancedflghtersknow how to moveso thevcan strikc andnot
gethit themselvcs...eventhe toughesthateto get "tappe<1".)

Every "street"weaponthat is ever availablein a fight, ancithe only corect way to usc
thcm to end the brarvlimmediatelvl

The astonishing secretcalled"DctangingThe Snake"thrt will placeyou aboveall but thc

most-skiljedl% of strectfichtersout thercl (AcrLrallv.
lessthanthar_ not one strect
fighterin a thousandknow'sthis secret...ancithatgivesyou a 1000-to-lad\,anti,rge
when
corningr-tpagainstan arntedlsslilantl)

How to "blur-out"a weaponuscdagainstvou so vou caneasilytbcuson thetargetlrtu

w a n t . . .w i t h o u tg e t t i n g" s t u n gI"

Why thc stupicl"standard"ntartial aft advice about knil'e fighting will eet you seriouslv
injurecl(and lose the light)... anrl the only true wav to counterand lvin a knife attackl

Wltv thcrc can nevcr be ii "pcrlcct vuelrpon"in a streetlightl (No mattcr u,hatyou are
facedwith. )'ou can quicklv takc au'ay.the advantagecif your ilrrnecjattacker!)

W h y l e a r n i n gt o b l o c k a w c u p o ni s a s i l l v wastc o1 vorrr lirrreand cnergv... c\ien thor_rglr

niost nrartial artists spenclLrpto half their time practicingthis nonsensel (There are
increcliblybettcr anclrlrtre c1'lcctir,c r,r'avs t o c o n c l r r cvto u r s c l fa g a i n s ta b l o r v . . . o n c e v o u
knorv thc secretsl)

E x a c t l v u ' h e r et h e b c s t " f i g h t e n d i n g "t a r g c t sa r e ( ) n y ( ) u ro p p o u c n t . . .i m d t h c s i m p l e

secretall grelit llshtcrs usc to rnakcsurc thev hit thentl

Why the nrtturalway yottr btttlv tnovcs makes fbr thc most cffcctivc ckrse-in fighting.
(Forgetall that fancv ntessyou sce in thc karatc movics!)

How top fighters"blitz" the centerof an opponent!(This is an asto;rishingly

effcctive
lightingtcchnique.)

P l u s - h o r v t o f i - s h t u n a r m e d a g a i n s t c l u bk sn.i .v. e s . .a. n d g u n s . .h. o w t o d i s a r m a n

attackerwith simplemoves.. , how to countermassattacksof two or nloreassailants
(using"angulation", a techniquethe SEALSlove)...how to fight whenyou'rebackedup
againsta wall... andmore. Much more.

lnstantly"freeze"the knif-ewhen it's thrustat you, takingcompletecontrolof it

immediately! Your attackerwill be powerlessagainstyou at this pointl

Inflict the greatestpossibledamageon the attackerin the shortestperiodof time -- even

with his own knife, while he'sstill holdingonroitl

Chapter8-11
 "De-fangthe Snake"-- a simpletechniquethat lets you controlthe fight with one
decisiveblow! (And it rvorkseverytimel)

Avoid gettingcut when you cut your opponent.(Most peopleunskilledin knife fishring
makea seriousmistakeat thispoint andgetneedlcssly cutl)

"Recover"with a "back-up"move if your attackerftrkesyou out. YoLr'lImakehim pav

for it with thishandvtrickl

T r r i n s o t h r r ty o t r c l n even w'ith yollr evesclosecl.in total

darkncss!

Clonfusevour attacker so that he rnakesa fbolish and flrrai rnistake. All it takcs is ttnc.
's
anclhe liistolyl

Thc -5most devastatingstnkcs firr anv direct conl'rontltion-- plus your best "lirst m<)ve
"
to cnclthe light risht now!

"Clotlibo"trapsthat make it highl-r'difficult lbr vour cncnlv to dclend hirnsell'l You just
sit there and br:atfhe snot ottt of hinr ivhile he rvhinrpersand cries fbr mc-rcy!

Horv to unleesltanirnal-likcs*'iftnessinside voLr. l-lris is a ler,'elol'skill that goes beyoncl

\'orlr norrnal srleedand strengthl

tristake nrost flslttcrs ntakc -- anclhou' to instantlydcrnolishanyone stLrpid

Thc clLtirtbcst
enoughto make itl

Flur.llo lbrce Vour opponcul to covcr his head so vou can llrv waste to the rcst o1'his
body! This ivill disarm er,euthe rnost skilleclboxer vou will ever mect!

You dtlr't havetime to practicc'lHcre'show to "shortclrt"yollr nrastcry

ol'eventhc
more"dilficult"fechniques so vou canusethemininiediate --
ly especially if yor-r're
unskilledin the martialarts!

Why the simple(yet totally misunderstood) "BattlePunch"is one of the stronsest

techniquesyou'll everuse-- and how to do it right!

How to keepyour enemyon the defensivewith simple,<levastating

movesthat you can
learnin one practicesession!

Dozensof ways to block andcatcha punch...throw the guy to the ground...and breakhis
arm in the process-- all in about 1.7seconds!

How to useyour attacker'sbody againsthim -- evenwhen you'regrabbedfrom behincll

Chapter8-12
 Cleverwaysto preventyour opponentfrom "countering"your bestmoves-- while you
counterall of hisI

The one point on his body vou shouldgo for immediateiy,and rhepartof your body vou
m u s tn e v e r" g i v c "h i n t .

Painful,high-torque positionsvou caneasilyput theguy in. Not even"PlasticMan"

coulriget oltt of thern!

A deadlv mistake almost evcrvone makes lr'hen attackeclrvith a knif'e. (Please..

A L W ; \ Y S r c n r e m b e rt h i s o n c . o r c l s c l )

Htlw to inflict a tremenclous

arrr()Lrnt
ol'pain on yollr','crltfirst strike:3 kcv arc.as
on vour
oppollcnt'sboclythat arecasvto lrit andrvill sendhirrtrcclingl 'flicn vou l'inishhirntrfl'
bclirrehe evcrgclsa chanceto lunrla singlcblo.ul'l

What the LAPD for:nd out alic:r:rnextensivcinvestigutioninto u,'hvthcir offlcers ger

killed in shoot-tltrts.Il-voll relltcntbcrnotlting e lse rv[cn vr)Ll'rc-
undcr f ire. lrsi'g t]ris.ne
tactic will nteanthe dill'crenccbetncen surviving...or being buricil threeclavslater
(alongsidervhomevervoLI$'L-retlring to det'encl!). To our knou,lcclge, this secrctis
rclclllcd only on this vidco. You'll probablv llcvLrrlrearit anyg,hcrcclscl

Hou' tcl make sure yon uJwavshar,ea round in the chamberwhcn reloadingwith a fiesh
tltltsazine."Running clr1"'.',t'tgct,\'oukillccl.LrLrt
this teclrniclr-rc
will slrvcvour lil'e iJ-
yoLl'l-c
ever in a drar.l'n-outsltootingcouli.ontutionl

Ilorv ttl shocltwhen you'rc 'janrnted" age.instsontc()nenho's risht on top of vou - whcu
you huvc no ntargin fbr crror and no tiure fbr any nristakcs!

Wlten and how to take thc "slack" oltl of thc tri-egcrso you cun shoot the instantyou need
ttt. We're talking hr-rndrcdthsol'a second that c:rn nrake the difl'erencelrctivccn voLrrlife
and death!

How to "prescnt a smaller target" to yolrr adversarywhilc you're shooting - especially

when reloading!

How to reload your ,gunrvith a fresh rnagazinewithout taking your eyes olf your rarger
- not even for a second!

The right way to draw your gun fiorn your holstcrso your gun is right on targetwith the
leastamountof movementin the shortestpossib.le time. Remember:He who fires and
hits the othersuv firsr. WINS !

"Commandpi1g"- a specialtechniquethat overcomesthe "surprise"of the gun firing

whenyou didn'texpectto shoot...and how this will help you hit your targetfasterand
moreaccurately!

Chapter8-13
 KILL ZONES on the humanbody: At this Camp,we weren'ttrainingto shootpaperor
metal.but irnotherbumanbeing who is bcnt on clusing vou or your family severeharm!
Yor-rhaveto kill or be killed - i1'5that simple! A well placedshotrvill do thejob - no
matterif you'reusinga 9mm or .45 cal. But vou haveto know'uvhere to aim, and thenhit
that soot!

Your triggerfinger:How to avoid pulling to the risht or to the left! Slightmovements

heremakea BIG clil'Ierence.evenat 7 metersolrtl Tomntvgivesvou DEL-fA Team's
"ccntcring"secrctthatlbrc,:svou to shootstraightl Plrrs.a spcciallriugcr-pr-rllexcrcisc
anddrill thatwill inakevou an "overnightmarksman" l

Why evcn titostpolicc offlccrs stlnrl u'rons rvhen {lcing tlrcir target. l'his Iitric nristakc
can get you killed, even if you're rvearinga bullet-proofvestl

Yottr "itttel'nalguirlances."'stcrI)"
lbr thc gun. llcntcnrbcr:r.l,hatcver
"data" yoll prrtintr)
vor-rrgrip wii.l deterrnincrvhere the rounclwill hit drtu,n-rangc!

'l'ltc
Il'tttstcolntttongrip tnistakcvoll alr.r'ays
scc pcople nlrkins. It's a style that rvcnt or,rt
in thc 1950'sbecauseit causesthc gun to rock back and lbrth. obliteratingvour accuracv!

S p c c i e ld r _ v - l ' ri r ir e X ( ' r ( ' i \ c \s( ) L lC l n p r . ' r l i r n rl r t l r o r r r c- \ l l \ i l t u n l O l t c Vt l n : r r n r n r r n i t i o n

u-hilc vou bccorncdcadlv accunrtc!

'I'lle
precise.irttriclttedetailsol'horv to grip v()ur gtut propcrlv:Which liugers grip thc
wcapon, u'ltich oncs don'1.anclhri* this littlc sccrctr','illkeep the gLrnbarrcl l'rorntilting
foru'ard.shootingthe dirrl Plus. secretsto gettin,'the proper "l-eel"in vourhand. Alier
that.just a small lultountof practicrrwill rnitke1.ourpcrlcctl

IIow to properly "lock out" your arms. I1'you don't tlo this right. the recoil u'ill sendyour
shots :rll over the nl:rce!

FIow to gain the masters'skills of "instinctive"shootins- so that when your weaponis

broughtup to beiu,it's immediatclyon targetand canbe fired accuratelyevery time. No
more "sprayand pray"I

The trick to finding your front sight real fast. It took one of our Navy SEAL instructors
five yearsof trainingto discoverthis secret- but you'll learnit in iust 5 seconcls!

A commonmistakemost shootersmakethat preventsthemfrom controllingthe recoil of

their gun. Do it the way you'll learnon this tape.and all the shockis absorbedby your
body while your gun staysaccuratelyon target!

Comrnon.deadlymistakesthat aremadeevenby policeofficers! Plus,horvnot to

exposeyourselfor your weaponwhen shootingat your enemy!

o How to keep a proper distancefrom your barricade- therebyavoidingjams and misfires

Chapter8-1.1
 - and why most guvsmake the mistakeof wantingto get too closeto their barricadeas a
"brace"or "support". If you make this dumb (but comrnon)mistakewhen shootingfrom
behindyour barricade,it's all over for you!

The biggestdisadvantage of shootingin the proneposition:This "factof lifc" canclestroy

yollr accuracy,and you can'tovercomeit unlessyou know the key techniquesrevcaledon
thesetapesl

The little-knowntcchnic;Lre
lcr holclingvolrrglln and flashlighttogetherso "thetrvo
becomeone". With this skill. -vourtlashlightwill iiuromaricailv
be ainiedat rheexact
salncspotas vour gun,al.lou'ingyou to accuratclv shooty()Ltr
targctthc instantvoLrsecit!

The surprisingplacewhereyou rnLrst standwhenyou'rcin a hallrvay.It goesasainst

u'halvottr"sun'ivalinstincts"tell vou.bLrtall tht:studicsshowthatthis is where\()ure
lcestlikclv to get hit by a rountll

The right clirectionto point yollr \veapon',vhenroonr clearing. (HINT: It's not r.vitatvttu
s e ci n t h c n u r v i e s ! )

Where to strike your opponentto cnd the fight quicklv. no niatterhorv bi' he is or horv
l u l l r c h y t h e a t t a c k l ( W i t h t h c s e" b l i t z " l i g h t i n g t a c t i c s v. o u ' l l b c v i c r o r i o u s
s t r r p r i s e vc o
anrl donc Lrertore lr bead ttl'sweat appeilrson vour brorvl)

\ \ - l r , vi t t l o e: n ' t r n a k ca clarnnctlbit of dil-f-ercnce

in rcal Iil'e il'you can brcak:r stlrckol'
boarclsor a block ol' ice rvith your bare hands! (Sorry. karatc "masters"!)

A sintplc rnethodthatenablcsvou [o srnashyour opp()ncnt

rvithvour f]rst blorv- anrl
r.r'liy'niost
pcopic lbrgetto train lirr this!

Thc right way tc'rthrorv a hook. Nor one guy in ten thousantlknows thc kcy to the
incrediblenowcr yoll get liont doing it properlvl

The kcy to chokingsomeoneout. It's more thanjust a matterof squeezingthe throatl

You haveto know holv to usethis kc'yelementwhen gnruncl,fightingor you won't ever
"flnish thejob", no matterhor.vstrongyou arel

How to turn a bad situationinto your advantage:You get charged,you fall to the ground,
and you'reflat on your back. But if you know what Frankteachesyou on thesetapes,
you will comeout on top and put the otherguy in the hospita.l!

"Meetingthe Force"- a critical skill that lets you inflict pain on your opponentfrom the
very first beat- hitting him in vital areasevenwhiie you'redefendingyourselffrom his
attacks!

Why the typicalmartialartsschoolin your neighborhoodteachesyou the "baby" way to

block a stick- but you'dbetterhopeandpray that you'reattackedby an actualbaby

Chapter8-15
 insteadof a vicious streetthug or drug dealer,becauseyou'll getkilled if you don'tknow
the realway to defendagainsta deadlyweapon-attack!

. Why the U.S. Marinesareoften called"Leathernegfus"-2n61 how to usethe lesson

bchindthis nameto yolrr adviintagein a weaponsconfrontationl

o Improvisedweaponsyou can useto det'endagainsta meanerweaponin vour opponent's

hands.E,vcna ball-pointpen rvill clothc trick if vou know how to useitl

o The importantdiff-erence betrveen fightingw,itha knif'eand a stick- and horvto be on

thc lookoLrt
for a clcver"trick" thatslvvv knif'c-l-ighters
rvill useto cut -volrLrplike an
o n i o n!

o "Stancilrrtl"
murtialarts"blocks"agirinsta knif'ethatmost"storcfront" karateschool
studcnts
arc tausht.br-rt don'twtxk! Ilcre are(r kcv nrovesthatclo!
thcy clcfirrrtcly

o What to ciorvhcnyoLrropponent-grabs
your knil'ehancll You mirythink hc'sgot voll at il
clisadr"antrigc.
bul FnrnkshowsvoLrscvcra.l
sintplcbu{ p()tcntrtptionsthat lct -\'outlrnrrv
thc guy aroundlike a rag doll!

. I k l v t o L r s cl l r en c l v " p c n c i l "I o c u t o r t o o(lc a l l e da " k u h r r t o n a

" )sa b m t a l l ve f f e c t i v e
"straigtrt frolttvour pocket"scll-tlcltnsewcilpon.it looksharntless, but it givcsyou thc
leveraseto takeclowna guy tu'icevour sizein no tirnellatl Yet you can takeit through
:rirports ()ranv nretulclctcctors u,ithor"rt thc slightcstproblentl

o Hor,vto get insidethe nrindse t of thetrvomain kindsof stalkers...andlearnto intr"ritively

spotthenr bclbrethcy iravea chuncctr)rnoveto the laterstagcs(alrvaysbad)o1'tlrc'ir
planl (All crirninals"stalk"bcfirrestriking- somctakcu f-ewntintrtes to scchow tnuch
'fhev
ol'a victim you'll be,andotherstakedaysor weeks. cannotact oncetheyare
"fbunclout"...br-rtthcy sclcfurn mostpeoplearejust too obliviousto even
are,bccaust:
knorvthcv'rcbeingstalkedl)

o What criminalslook for when thcy're"takingnotes"aboutyou! (And how knowingthis

mindsetputsyou backin control!)

. Eight ways to catcha stalker...without him knowingyou'redoing it!

r The onething you can do with your eyesto makea scumbagbackoff and think real hard
beforecontinuingwith his plan of attackingyou! (It works like magicto ward off trouble
90Voof thetimel)

o The singlemost importantdecisionyou must makebeforeany crime happens... that will

increaseyour chancesof survival 1007o1(Not makingthis decisionis the principle
reasonmany otherwisecompetent.strongand fighfshilled men becomescued victimsl)

Chapter8-16
 Why you shouldneverstopat a roadsideemergencyanymore...and the one thing you
ntustdo to both helppcoplewho needit, and avoidcriminalsdoing a "stakeout"l

How to approach"weird" scenesaroundyour car in a lot to avoidtrouble! (Crucial

infbrrnationfbr a rvomanl)

Horv to def'endyourseiffrom attackrvithoutusin-efancv fightingtechniquesor skills or

strensth! (Pcrlectfbr kids. ancirvhcnvoll'reattackecl
bv someoncntoreskilledancllarger
thanyoul)

Hou'to usc the most ltopLrlar"pocket" self--clef'enscw'clporls- rvhich alrnostevervonL-

doescontplctcll,r.vrons! (Olien, that l)cpperspfav in ,vourpockct gets Llscdagainstvou
by 1'our assailant.unless vou knorv tire simplc i.vavto use it correctly.everv tirne!)

I'low to trtrn the crintinals "coLlcol':tction" againsthirn - sonicthingnonc ttl'liis v l c t l t l i s

e v e r c i o ,y c t w h i c h i s t h e o n l y d e f l n i t ew a y t o s u n , i r e c v e r y t i m e !

T l r c c h i l l i n g " r v o r k s t v l e s "o f t h c r r i o s tv i c i o r . rcsr i n t i n a l s( i n c r l u d i n sge r i a lk i l l e r s )... a n d

how to nevcr do what he cxpcctshis victinis to do as he "setsvou up"... and givc yourself
time to escape! (lvlostscrial killers are never caught.and their r,ictimsso into I " p a n i c
routinrr"thcsc lreurtlesskillcrs knttvuwcll... anclcn jor,'.;

What kind of "bodv language"a criminal looks tirr in a.,,ictim! (And hou, to avoiclcloine
itll

Horr' to get moncv lrom an ,\-l-j\l w'ithor:tputting vour lif-eat riskl (Thesc robberies are
bectltningthc easv nlonLrv"hatrit" ol'rnanv cri1tinals...zrndincreusingll,.they arc lbrcilg
tlleir vic(irnsto ridc arounrltou,n with thern.taking ntoncy out ol'tliff'erentAl'Ms with
their card...and making sure vou alen't in shapeto identify thenrlaterl)

Ilow ttl "lirrtify"everventryof-your horncagainstintruders

- clot)r-s,
locks,winclo,,,s.
everythin-el(Includingthe framesaroundvour doors,which burglarsknow arealmost
ahvavsweakerthanthe door itsell!)

How to setup an impenetrable"wall of saf-ety"aroundyour home...for sparechange! (In

fact,sometimesthe most expensivealarm systemsare the worst way to dctercrime!)

How to fool any criminal while you'regone! (Most peopleleaveglaring"tips" that

they'reaway on vacationor for extendedtimes...a flag to any intruderthathe can takehis
timecleaninsvou out!)

Horv to quickly setup guaranteed escaperoutesfor your loved onesduringanv

-
emcrgency includingthe "tightineescape"taughtto foreisnembassyfamilies! (Plus
thc essential"rally point" detailevensomeexpertsforgetaboutwhen preparingtheir own
familiesfor fastescapesl)

Chapter8-17
 How to "test"privatesecurityguards! (Many arelow-paid,easily-bribedex-cons
themselves,readyto help othercriminalstakeadvantageof your trust in their false
securitv
!)

The singlebestdef'ensive nlrvc evercreatcd- it's all you needto knorvto eliminate
99lb of the lbrce of any attacker'spunchor charge! (And so simpleyou will masterit
immediateiy,evenu'ithoLrtprecticeI)

Thc secrctof instanllv regltinittgvtltr balltnceat anl' point in a f ight - a natuml nrovc
t l t l l u o r k s l i k c m r r s i cto kcep vou from going dorvn. r.et is unknorvn to mttst
strcetfightcrs!

Ho'uvto tap the s()urceof clevastatine pou'crin your bodv- rvithoutit. vour stronse st
strikc u'ill lack fbrcc ... r v i t hi t y o i r rr n o s c
t a s u l lp u n c hr v i l lc a r r l , t l r cp o r v e or l ' a
jrckharlrncr.

Httrv to gct out of a sr"rrprisc chokc-ltoltlrvithoLrtgetting lrurtl (A movc l'clv f ightcrs

l c l r r n .a n t l a l r n o s tn o a t t a c k e ll v i l l c x p c c t . . .v c r v s i n t p l et o r l o . vcrv clevastating
to the
attackcrl)

[lorv ttl keep I'lontheing t:tkcn to the gnrund rvhcn uttuckcdby nrLrltiplcopponcntsl ([t's
thc u'orst pllcc vou can lrc in a s;.rngattack...but u,ith Rav'straining. yoLr'llknor.vexlctly
w h a t t o d o t o s t a y u p r i g h t . . l.r n r lt u r n t h e a t t a c ka r o u n di n a b l i n k . )

\ - o L r ' lcl a s j l v p i c k - L r ptrvo brcuthtrrkinglvsirlplc."r,'livs

Io tlrkedou,'na largcr anclmorc
s s e i- e 1 -o1P' ' , n c n ( . . and nrakc'surehe staysdow'n! (Not a lethal nlove.
Pi but a great way
t o c n r l u n y f i l h t r i l l r t ll () \\,' .).

Horv to turn a bad situation in a crorvdedplrrce- Uke a fiar - into a "non-situation"by

p t t t t i n g t h e b a d g l l y o n t h e l l t x r r l( T h e r e a s o n n t o s t k a r a l e s t u f f r l o e s n ' t w o r k i n t h e R t r A L
WORLD is that so ntuclt fighting happensin placesu,hcre_youhave NO roont tn rnake
your fancy moves and spinning kicksl)

Lcarnlrow shcrilT.s
train to subclucprisoncrsin tin_vcclls -- the harclesttype of fighting
thereis! (Sheriffsmust spendtwo yearsmanningjails... andthe rnostcommoninjury for
themoccursin tight quarters.)

How to quickly arm yourself(permanently) with an "invisiblebaseballSn1"- a simple

moveso devastating, using nothin-qbut your naturalbody movements,that it will drop
Godzillain a heartbeat!

The "lazy man's"trick to r.vinningany fight on the ground- if you aresurprisedby an

attackcr.or somehorvr.virtdup on the floor. thesesecretsrvill end it immediately.(This is
the secretto "simplif)edbut guaranteed" groundfighting thatevenone of the famous
SouthAmericansgot interestedin rvhenhe stoppedby Mike's trainingstudio!)

Chapter8-I 8
 The 3 simplesecrets- the ONLY secretsyou need- of takingout bigger.meanerand
moreskilledopponents... in the ring,in thc street,on thebattlcfield.(Finallv,real-worltl
fighting reduccdto its pure.most simplebasicfbrm of effectil'eness!)Size is irrelevant.
Teenagegirls canincapacitate enrasedbikerson meth. Speecior agility don'tcount. You
canbe totallvor-rt
of shape.or wounded.or takenbv surprise...anclstill win easily.

You don'tneedto trainlike a fighter. The simplicityof these3 fightingsecretsis

stunning- oncc-voulcarnit. it's voursto r-rsc.Il'you don'thavethetime wastein a dr>jcr
t r a i n i n gt,h i sr v i l lc h a t t s cv o L r lri l ' c . A n d . . . y o u r " u , i l l "t o f i g h tw i l l n e v c rh a m p c ry o u .
You may neverLlsethis.or vou ntavhaveto useit tonight...yet that "warrior'sheaft"will
bc insideytttt.i'vilhall tlrc necesslrrv conl-idencrc unclinncrstrelrgth lcciurrcdto cngage
q r r i c k l va. n c'lu v i dne c i s i v c l v .

A specialscssionrvith Vlatliniir. uhere hc soes furthcr tlian he ever hus revcalingthc

s c c r e t sl t c p c r l e c t e tlls r t n t ; . r s t ct r l r i r t c o
r f [ t u s s i u rS
r p e cO 1 t s . . a
. n r - 1 .A
.. lrrcuth-taking
"cotltbination"scssionr"'itltbotlt Olcg and Vladinrir... a Vidcotestarnentto the a\\,esonte
p o w e r a n d s l i c k v i c i o u s n c s so f t h c i r s k i l l s a n d s e c r c t s l

Specialtrainingtipsttserlb1,thc [tttssianSpecialForccs- sLrper

"highspecd"lcarning
tcchniquesthatareunknou'nbv thc L,Smilitaryl (And rvhichcan "lirrce-feecl"
your
nrusclerlentorvin thc shortesttinrcpossiblel)

FIowto Llsclne-sr-advanccd grappiingrnovesasainstrnultipleattackcrsl(Sorlcrhingthe

BrlrzililrtsnevcrfigLrrccl
oul... Lrr:causc
theynevcr[iudto conyrctcin real-rvor']d
lile-or-
clcuth
c o n r b al )t

T I t cs e c r e t s k i l l st l u t r n a k cO l c g ' sf i r l r t i n gs t v l cl o o k l i k e " B r a z i l i a n
. l r - r - J i tO
s un
Stcroids" ! (Flesocslirnvardu,ltcrcthc tsraziliuns lcf'tol-t'- , conrbiningcunuins
ol'l'ensivc strikeswith fight-endingsr-rbrnissions anclthe mostbrutiil grapplingskills
you'veeverseen.)

Why the Russians"trashed" all their Orientalntiirtialartstraining...altertirey realized

theyneededskills that would work againstlarger,heavier,and more savvyopponents
thanthe Asiitnsfacedccntr-rries
ago! (And why trainingin robcsandghcesis a huge
niistake...sinceWesternclothesdo not responclto grabsthaLwork with Oriental
clothes!)

Plus... a hot little "bagtll'tricks" that will enableyou to cornpletelyclominatebigger,

meanerand more skilledopponentswith ease! The most amazingthing aboutthese
Russianskills...is how simplethcy are,onceyou know thesecrets.The bestfighting
skills on the planet,it turnsout, are not complexat all. Still, the difl'erenceis knowledge
- by being amongthe first to evenlearnthesesecrets,you will be light-yezus
aheadof
evervoneelse...andyour abilitl,,todet'endyourhomeandlovetlonesrvill be without
qLrestion when it conlesto tace-to-facecombat.

Chapter8-19
While most amateursareconstantlypuliing acrosstheir swing (androbbingthemselves
of bot.haccuracyand polver)most Prosknow that the secrctto pin-pointaccuracyis to
"extcnd"correctlyand usea slight "push"throushthe tricepmusclesof your right arrn.
Simple,if Stouknow the secret!

Whv simplyallowint your lvriststo stay"cockecl" a tiactionol a seconcl

longerthan
you'redoingnow will finallygive vou theelusive"iaq" thatProsuseto sain such
awesomevelttcitv!(This "latehit" instur-rtly
freesup titc "llo<tdgates"
1;1'pou,er).

How to stavcompletelyfocuseddurinuyour round. exlctlv iike the pros! The secretls

knorvinghor.vto rela.r.andWf{l:N to rclax_.. lrcn't burncd out [tv the sixth grecn,
so -voLr
a n csl t i l l h a v i n g[ ' L l Nb i r t h c c i s h t c c n r h l

How to "tilrcc f'ecd"unslurkableconl'idcnceinto lourgalrrel Iktrv to gct out of trouble

eltsilv,witlt pLtrposcl'trl
shotsthat [:ll,ASE mistakesanclkccp vour scot'east6nislrirrsjvl9r,i,,
evcn ll'hen rveather,plaf ine conditiortsand phvsical problemsthreatcnto clestroyyour
gamel

llorv to srvingrvitha third lesscl'lirrtandincreascthc prwcr.inyourclrir.ebv 251c. (r

knorvonegllv Dersonallv u'ho paidNIilt over$2.000.00to lcarnthis sccretalonc.)

Chapter8-20
Chapter9:

How To Get And UseTestimonialsAnd

Other Forms Of Proof To Supercharge
The SellingPowerOf Your Copy!
"Wltat tithcls sav about yttn and -vourproduct,scrvicc.or busincss
is ut least1.000timcs
morc convincingthan rvhat Yolr s a y . "
- Dan Kennedy

tcstitnonialis sirnply sonleoneelsc singing the praiseso1-volr.vour product.scrviccor

businesstor you... either in rvriting-the most cornmon wllv-or on audio or vidcotape.

'I'he
c1-rote I stur-ted this chapteru,ith canrcfronrClraptcrtl in l)an Kcnncdy'sncw Mr 1J.,!.
S a l e s S L r t ' c : e . s . sl nbtohoakt .c h a p t e r hael s o s a v s y o u s h o u l d n o t j u s t h a v e s o m e p r o o f . . . b u t . . . a
preponclerance of proof. That is. yoLrshouldhavean overw'hclrtring cluantityanclclLrality of
evidencethatyou anclwhatvolr areseliingis indecclgreat. You shouldgetthatbook itnclrcad
thatchaptcrirmnediatclv.That singlechapter" alone,is worth500 times+(I'm nor cxr_sgr.nrting)
thc costof thebook. (You canget it at: rvrvrv.nobsbooks.com)

Anyu,al',I"''e helirdhirrtsay that phraseaboveor somcthinscloseto that at leasta hundrcd

times. He repeatsit often in his lVoB.S.Ilarketing Letter,rvhcrche showscriticluesof sales
matcrialsscrltto hirn fbrrcvierv.Anclit's astonishing(to hint undne) how olicn thesclettcrs
andads tktn'tht*'eany testinronials.

It's crazy to spendall that tirnc and cffbrr crattingthe verv bestsalcslnessage
possiirlc,then
lcavc out sornethingso sirnple(and so inrportant) as testimonials.

Alwavs rememberthis...

Not Using TestimonialsIn Your

SalesNlessagesIs A BIG Nlistake!

A big mistakethatis easyto make,yet easynot to make(to paraphrase

Jim Rohn). Now,
havingsaidall that,herearethe basicsof testimonials.

One of the hardand fastrulesof a greattestimonialis to makeit precise,definite.. . not vague

or general.Let me show you by example:

Precise,Definite Testimonial:

Chapter9-1
"Scott is truly one of the bestcopi,r'vriters in the world...and...one of only threepeoplewhose
opinionI trust. Over the last six yearsor so, he haswrittennumerouspiecesof advertisingfor
me, all of which were enormouslysuccesshrl.What'smaybemost impressiveis his uncanny
ability to sell high-ticketitemswith ease.Last year,he wrote a letterthat made$36 for every$ I
spentmailingat a price point of $970. A lctterhejust wrotefor me hasmade(so far) $23 for
c v e r v $ l s p e n t a t a p r i c e p o i n t o f $ 1 . 2 2 2 . . . a n d . . . w e ' r e s t i l l g e t t i n gSocr o
d tet rhsal s m y h i g h e s t
recommendation."
- Gary C. Flalbert."The World's GrcatestCopvwriterl"

That's an actualtestimonialfiorn my rvcb site singingttrcpraisesof my copvrvritingability.

Seehow preciseit is... down to thc rcturnon investmsnt-i11 drtllararnounts-mvcop\,pLrlled
: n ? N o r v ,l c t ' s l o o k a t i I . . .

General, Vague Testimonial:

I rcallyaclnilreScott'scopvwriting.
re Blow, Acme Corp.

Quitea dil'fercnce.
isn't thcre'l

Anyu'av.whatI'm tryingto inrpressLrponyor.lis thatyou wantspccific:s. Specific

tcstitnonialsin regardsto leal-rvorlclinrpro'u'e 'l-hcv
[]cnts. coultlcover speed,case-ol--r-rsr-.
profits
made,andanvthingelscthat'sa real benefit to your custorller.Anclthatbringsme to anothcr
point...
You SlroulclHave Testirnonials
For Er,erv Single [JenefitYour
Procluct0r ServiceOff'ers!

If yoLrrprodr-rct
is casier,lastcr,chcupcr,lastslongcror whalevcrthanyour compctitor's...
vou shouldhavea customertestimonialfor tliat benefit. You shouldlet your customerstell it.
You want to let thenrbragfor you. Whcn lorr cloit. it conrcsilcrossas pLrl-fery
or tootillg),oLrr
own hortt. Hower,;r,when r/zc-v do it, it carriesmuchmorc wcight. Anclwhen a lot of them clcr
it, it really carriesnuch more weight.

Also. you shouldlet themtcll it in theirown voice. Don't correctgrammaror punctuation.

Don't makeyour testimonialstoo slick or polished. I mean,unlessthey arehorribly bad,you
don't want to cleanthem up any. They'll ring more truethat way.

Anotherway to makeyour testimonialsmorepotentis havingthecustomer'sfull name,

address,occupation,phonenumber,picture...and... evena blue-inksignature.You may not get
permissionfor all this,but at the very least,you shouldget their full name,city and state. Don't
settlefor initials. (I'll coversomeways to-ethically-pry the otherstuff out of themin a
minute.)

For example,rvhichof thesetestimonialsarebetter?

Chapter9-2
"I'm now makingover $10,000a month thanksto Scott."
T.C..illinois

Or...

"I'm now makingover$10,000a monththanksto Scott."

Tom Carter,RetiredAccount
123Any Street,Chicago,Illinois,55555
Phonc: (-555
) -555--5-s
5-5

Obviouslythespecificsin the secondtestimoniai

makeit rnuchmorebelievabie
thanthe first.

Ivlovingon:

Norvthetlttestion of u'hcrcto put the tcstirnonials in your salcsnlessages. I pref-er

to prrt
i cm itlier I'r'e spcllcdout the benel'its.A lot of tinresafierthebLrllets.I'lt do thc bullets,then
:.'gueinto thc tcstimonials rvithsonrething like... "This productis tmlv amazing.don't yor-r
:grce? Ilorvever.clon'ttakctttv vu'orcl fbr it. Hcrc'sa snrallsrnrpleo1'unsolicitcrl lestinronials
.rkcnliorn oLrrf iles. Listcnto rvhutthcv havcto sav:"

T h e nI i n s c r t8 t o l 2 t e s t i m o n i a l sI f. I h a v ca l o t o 1 ' l e s t i n r o n i aI l' lsl .o f t e np u tt h e mo n a

clil'f-erent
colorecl sheetof pitpcr(Coldcnrccl or CanaryYcllow or l-irneGrcen)andinscrtthcnr
scparatclvin tirepackage.Alwal's rvith sontesort of headlineLrptop. like:

lVhat Others Say About l{obert Allen

And His Amazing "No Nlonel,Down"
Real Es&rteBuying Techniques!

Something
like thator bcttcr.Justfollow the nrleso1-writing
killcr hcadlines.

One tteattrick-and actuallya grcatshortcutfirr businessownerswho can't write-is if voLr

: t a v e a v u ' h o l e l o ttoefs t i r n o n i a l ss. .a. y l 0 0 o r m o r e l e t t e r s i r o r n p e o p l c s a y i n g v o ut h' reeb c s t ,
'end themout (if it makessenseto). Here'swhat you do: Copi'the letters,',l,ritea shoficover
letterand somekind of orderform... throw it all in a 3-ringbinderand rnail it to your leads.

That may be a little hardto do if you're sellinga $19.95widgetor informationproduct. But,

if your productor servicentns in the hundreds or thousands of dollars.. . you may be ableto do
it. You'11haveto run your numbersto know.

However,you couldprobablydo this, evenwith low per unit prices:Have a smallbooklet(5

x 8) printedup. 25-100pagesand load it with testimonials.Put one letter/testimonial
on each
page. Use a smallertypeface...S-pt.or 10-pt. This bookletwould be cheaperto produceand
cheaperto mail.

The bookietideais a goodideaevenif you can write andhavegoodsalesletters.Now onto:

Chapter9-3
 Legal Requirements Of Testimonials:

First andforemost,theyhave to be real. Do NOT makethemup. That's definitelyillegal.

You mustalsokeepa printedrecordon file of all your testimonials.And you needto have
writtenpermissionfrom the customerto usethem. A simplereleaseform will work. Rernember
to ask for pcrmissionto usetheir testinionialin any and ail currentand futurepromotions.

Second.someprofessions and industries strictlylirnit or tbrbid the useof testimonials.For

example:Il you arewritingcopy tbr a clentistor doctoror accolrntant... or... if you arein one
theseprof-essions you need to checkwith your larvyerancVor
writing advertisingtbr yor-rrself...
tradeor prof-essionai
organization beforcyor.rstartusingtcstimonials. Also, a quicksearchof the
Web antVora basicbookon mail urilercanhcln lill voLrin on all thc dctails.

Other TJ'pesAnd Ways To Use Testimonials:

Testimonials fiom authoritiesor celc-brities. Here'ssomcthingimportant:Your "aLrthoritv" or

"celebrity"doesn'tnecessarily have to be super-famous.For example.if you arein a tight niche
market,vou cllnqnotesonteonc wcll-knownin your industry.Actually,no rnattcrrvhlrtinclLrstry
yoll are in, you can uscthis tcchnic1ue... IISlong as who you arccluotingis knorvnanrtcarries
someweightin the mind of your prospect.Anotherpossibility...if you rnarketlocally,maybe
cluotcsontconeinfluentialor famouswithin your comrnturitv.I just rcceivcda llll-pagc
newspapcr ad (actuallvtwo lull pagcs,flont andbarck) frornRill Glazer(Glazer-Kenneclv Inner
Circle) wherehe usecl-very persuasil'ely-a well-known.local ncws anchorto tont a "Mania
Sale"at his Ga-ecMensu'ear Storesin Baltirlore. (As a sidenote:I cantell you,if I lil'ed
itnywhcrcnearBaltimore,I wot-tld'vebce'r-r at that sale. Itr fnct,afierreaclingthat ad, and bccause
I reallv need/wantto improvehow I dress,I'm seriouslyconsidcrin_q flying up to Baltimorea
coupleof timesa yearto get my clothc:s.The ad reallywas that goocl.It spokctlirectlyto me as
somconet",hct'd like to drcssbettcr,but hrLsno cluewhcrcto bcgin...or rvhonrto tmst.)

One of Halbert'sfavoritetechniquesis to useB-levelcelebrities.He wrote a whole

ncwslettcraboutit you shouldreadat:

http://www.thegaryhalbertletter.com/newsletters/zlkk_movie*and_tv_stars.htm

adsusesvery rninorguvsand turnsthem into

JohnCarltonin his Golf and Selt-def'ense
celebritiesin thosemarkets.

Yet anothergood technique:

Start Your SalesNlessage
With A Testimonial!

Eitheryour headline,subheador openingparagraphcan be a testimonial.Here'show I did it

awhilebackin a verv successful
promotionfor a major infomercialguru:

At last! You can make ultra-profitable tradestoo...

we'll show vou how for free!

Chapter9-4
 Utah Man NlakesOver 910,000In
Trvo lVeeksTrading StocksThe
Automatic,EasylVay!

"I worked as a brokerfor two of the leadinginvestmentfirms on Wall Streetfor overfour

years. What they taught me doesn't even begin to compare with what I learned with
in lessthan 3 rveeks.In a two-weekperiod, I lvas able to make over
$10,000."
- John Doe,Provo,Utah

The testirnonialthere is in the subhcad. But it doesn'tmatter. It couitl've bcen the headline
or openingpararlraph.iust as casily.

Still yet another great way to benefit from testirnonialsis... have vour rvholc salesmessagebe
a ringing enclorsetncrtt fl-ottttt cllstonrcr. N{y frientl and occasionalclicnt.Joe Polish hacla reallv
good onc he used to run in the Carpct Cleaning trade rnags. 'l'he headline u,as sonrethinglike :

EXPOSED:
fhe RealTruth AboutJoePolish.\nd
His NlarketingN{ethodsFor CarpetCleaners!

I can't fintl thc ad... but thc headlinewas similar to that. 'l-hcdcal was. Joc rvasclespisccl
ancl
criticizedbv ii lot of peoplc in the indr:strybecauseof his rapid success.(Successhe very much
deserved,by thc u'ay.) So he had an ad rvrittentor him bv a customcr(r.vhois rcallv a vcrv good
copywriter)that startedout rvith that shockcr... thcn went on to really sivc a rin,,ing
endorsenlentol'Joe and his methods. I believe it',vasonc ol'thc ntost succcssfirlaclshe evcrran.
Iteventually ran out of steant...becauseof the limited market. BLrtnonethelcss.it's a verv sood
examplc.

You could also just have a rave revierv messagefrom a cLlstomer.Start with their testirnonial.
Onc likc:

"Scott,your copywritingcoursetook me from living in my Nissanpathfinder,

to maliingover $10,000a month with wordson paperl"
- ScottPalangi

Then havethe message comefrom them telling their ragsto richesstory. You can,of course,
write the nlessageyourselfwith thcir permission.Sometimesthough,the way they tell it might
be betterthanthe way you would. If that's the case,just cleanup what they write a little (maybe
add a little to it) and run it. (Incidentally,that's a real testimonialI receivedthe otherday.)

Here'sa very illLrstrative

story-concerning testimonialsand alwavsdoing a completeselling
iob-that you shouldremember:

Once,when I was working on a salesletterto sell the video anclaudiotapes

of one of Gary
Halbert'sCopywritingSeminars,I was talking to him aboutit... and somethinginterestingcame

Chapter9-5
 up' I told him I had written an "About Gary Halbert" insertfor the package...but... he probably
didn'tneedit for his list...just for outsidelists that may not know who he is. Ancl...

I \Yas Wrong!

Garv,in his infinite wisdom,remincledme thatyou shouldALWAYS do a full sellingjob...

evenif... it's to your own list. Even your own mother. He saidhe learnedthat lessonthe hard
way sellingencvclopeclias door-to-door.

He learned.that evenif pcoplesaidthey had the moueypur asideand werejust waitingfbr

him to sholr,r-rp... (in anv ,uvay)
thevoftenstill woLrldnot buv...if... he ,shortcuttcd his salcs
presentation. ALWAYS rententberfhrt.ALWAYS cloa firll scllingjob. It'seasvto gct sloppv
and ASSUNIEthings.Don'tdo it! Don'tdo irl Don'tcioit!

Hc alsosaidthat peopleeasi.l.v
firr,'et.iusthow rvonderl'ul\,()r.r
nrc. So, don'tever leaveout
Yottrtestimonials/ploof.I don'tcarc if it's your bestcustonrers.They can'tbe botheredtt'r
rememberthat evervoneelscin the world thinksyou'regreat...yoll mustremindthem...qyely
tirnc!

And that'scertainlyunderstandable
in today'sworld wherevou'vegot to remember15 pIN
nurnbcrs.39 passwords,your bankaccount#, socialsccuritv#, pa)'35bills a month,re1cl, watc:h
andhcar1,000'sof inancadvcrtiscmcntsr:vcry clay,etc.,etc. Horv in thc u'orlclcan yolrcxpect
peopleto careaboutor rememberyou...unless... you tell therl WFIY theyshoulcl'/

of proor'...EVERY 'f IMEI

Thatmcans...Lrseproof. A preponclcmncc

How To Get TestimonialsWhen you Don't Have Any:

T'hisbringsup an intportantthouglrt:Docs it matterwirethcr 1'ousolicit tcstirrionialsor not'l

Not really. It doesn'trnakethatmuch differencewhen you sav, "Here Are Unsolicited
C o m m e n t s . . . v" ,c r s l l s",F l c r eA r e C o n l t r e n t s . . . " .

It would be nice to alwayssay"unsolicited". But it won't makeor breakyou. And you're

not alwaysgoing to havethat luxury. Often you aregoingto haveto ask for testimonials.The
g o o dn e r v si s . . .
Getting Them Is Easl'!

It really is. For example:You could hold a testimonialconrestwith prizes. Valuableprices...

or at leastprizeswith a high-perceivedvalue. Justsenda letterto your customersaskingfor the
besttestimonialfor whatever...and... tell them what the winners-lst, 2nd and 3rd place-will
get. But also make svreeveryonegetssome kind of valuableprize. You shouldprobably
mentionthat in your letter,too. Or you could simplyoffer a freeproductor bribefor a
testimonial.Whicheverof thesetechniques you use...you will getfloodsof testimonials...
I
promise.

But what if your productis new. Sendit freeto your customerlist in exchangefor their

Chapter9-6
 comments. Or, run an ad giving it away free on the conditionthat they must useit and sendyou
their feedbackwithin 10 daysor something.

Otherthingsyou can do: When someoneorders,send'em your productalongwith a prepaid

FedExreturnlabeland box. lncludea testimonialform anddisposable camera.Tell themto
completeeverl'thing,takea few picturesof their smilingmug... and sendit back. And then
you'll sendthemX productworth $X. Or, a mysterygift worth $X.

What aboutgcttingperlnissittn to usethcirphonenumbersin theirtestirnonials'l I learnecl

this
frorn Ilalbert. Buv 'em
avoice maiibox. (Actually.his advice-becausethis rvasyearsago-
was buy thema phoneline and an :rnsrvcring machine.That's a wholc lot moreexpensivethana
'Ihesc
voicctttailbox.) davsvoicemailb6xesarcso cheapygu sughtto reallyconsidcrdoingit.
Thenhavetlietnrccordan outgoingmessiise in their roicc tiratsavsthcycan't answerthephone
personallyanvmorebut -)'oarwhateveris really great. Haveit corneoff jLrstlike their
tcstimoniul.
Other liorms Of Powerful proof:

Hitve 'cnt call anclrecorda tcstittionial.You canthen recorclthescon a tapcor CD andadd

tltenrto yottrpackagcs... or... sirnplysctLlpan eavesdrop line lhc prospect
cancall.

Here'sa list of otherfbrms of proof vot-rshouldactivelvscckrxrtancluse: Stats,nur.nber

of
cttstomers,tirnein busincss,financialandprof-cssional reftrcnccs,governn)entor industrv
repofts,swornaffidavits,numbcrof cities,states,countricssen.ed.experience, awarcls.
credentials...and...anr,lhingelseyou can thinkof.

JoePolish,whontI mentioncdearlier.docssomething reallv neat.FIehashis successlul

custontershold r-rpa printedsign with thcir testirnonialon it. A sign lareeenough.anclthe
tcstinronial
conciseenoush.so thatvou canrcadit. Thcnhe takcsa picturcantlincluclcs it in his
Dronrotions.

Another hot firrrnof proof is socialproof. Now, quitcobviously.testirnonialsareii firrmof

socialprool'. But. therearedeeperaspcctsof socialproof rvorthinr.estigating.Anclyou can iio
thatby readingRobertCialdini'sfantasticbook,Influence:Scienceand Practice.you should
definitelyget,readand rereadhis book. Also, get a copy of the prcviouseclitiontitlecl:
InJluence:ThePsychologyoJ'Persuasiort.

One last thing and I'm goingto wrap this chapterup: Yearsago JoePolishand Dan Kennedy
did somctag-teamconsultingwith Bill Phillips. If you clon'tknow Biil, he's most famousfbr
writing the healthand fitnessbook, Body-for-LIFE (a book you shoulddefinitely read,by the
way). He was also CEO of Muscle Media (a bodybuildingmagazine),and EAS (a nutritional
supplementcompany).Arvhileback he sold thosetwo companiesfor A FEW HUNDRED
MILLION DOLLARS !

By the wav, not many peopieknow this... but.. . Bill got his starrfrom reaclin
g TheGary
Holbert Letter. This promptedhim to starthis own newsletrer on boclybuilding...which later
becamethe masazine,MuscleMedia.

Chapter9-7
 In any case,in Bill's questto promotefitness,around1996or'9J he starteda fitnesscontest
for the averageperson. He gave ar,vayhuge prizes. Justto give you an idea of "how huge", the
first year,the winner got his bright red, Lamborghini Diablo. Anyway, after the first or second
yearof successfully runningthe contest,he broughtin Joeand Dan to consult. And one of the
first thingsDan noticedwas that Bill had all thesebeforeanclafterphotos. lncrecliblebeforeand
afterphotos. And not thousands, but tensof thousandsof thcm. (Beforeand afterphotoswere a
requirementto competein the contest.)

Bttt the thingis, Bill washarcllyusinganvof them. Danthentold him to usethcrn

everv'"vhere. everychancehc had... and...a lot of thern.Evcnlo thepoint thatthebookBodv-
for-l,WE had (I don't krorv if it still does)thistoiletpapcr-tvpc
ribbonarounclit of nothingbut
bcforcand aftc-rphotos.

Therearea lot of reasonswhy Bill's BFL contestwilsso successful... but... I've heardtime
andtime a-9ain, that thttscantazingbeforcand afier photoswcrc rr,'hat got peoplcmotivatedto
participatc.Not jr-rstthc antazingprizes...br-rt... tlie llct thattheysawothcravcrasepcoplcwho
haclmade'incredibletransformations... ancl...because of theoverwhelming "amountof proof''-
i n t h e l b r r n o l ' b e f o r c a n d a f i e r p h o t o s - t h e v B / - L I D V L D t h e y c o u l c l d oAi tntcoloI '!r ' e h c a r d i t
stlaightfrttntthecotrtcstants' Inot-ttlts... cithcron vidccl,trLrtlio or in pcrson.

By thc rvay.Joealsomaclemilnv.manvvaluablecontributions to Bil['s success... inclr-rding

firr an ad titled"The EvolutionOl'NIan." In fact,Bjll bor-rsht
an innovativcpictorialconcepl. Jse
a brandnerv$80,000JaguarXK8 convertiblcto shorvhis apprcciation for all his help.

Stl. nry pointof all tirisis, if vou can l'inda wav to Llsccoruparison
belirrcantlaftcrphotosin
your advertising.do so. But don't do it blindlv. Test. Scientificallv.The cxampleaboveis a
uniquecase.Sometimes picturesin placeof wordswili reciuce response.

Next Chapter:
How to cral'tirresistibleof{crs imd compelling guarantces!

Here'sYour ExerciseFor This Chapter:

Starttodaycollectingand searchingout every form of proof you can use in your promotions.
Add new forms of proof to your controls(or old adsor saleslctters)anclcheckresDonse.
- ------i
|
I

I Ouick SummarvOf Kev PointsIn Chapter9: i

r-i
1. Dan Kennedy'sAdvice: "what otherssay aboutyou anil your product,service.or I
businessis at least1.000times moreconvincingihan what irou say." ..Letthem say it
fbr you." Always use,"a preponderance !
of proof.'
I
| 2. Buy DanKeqgegys !osk, No B.S.SalesSuccess
an,Jimmediatelv
readChapter8. Go i

Chapter9-8
 Ooick Su*marv Of Key PointsIn Chapter9 Cont'd:
to: www.nobsbooks.com

3 . Not usingtcstimonials
in your salesmessages
is a BIG mistakel

,1 One of the hardand fast ntles of a greattestirnonialis to makeit precise.

definite...not
\',llgLrL'
or gcneral.

5 . You shouldhare testimonialsfor everysinglebenefitvour productor serviceoffers!

6 . In vour salesntcssaqes. pttt vour testinrcrnials

afier\,ou vu-spellcdout the [encfits.
.\fter the bullctsis a vcn' eoodplacc. Use8 to l2 rnininrum.If you havcmore,pur
thcm on a separate shect(or shects)of differcrrtcttlorcclpliperand insertthenrin vorrr
puckaue.

C o n s i d e rp u t t i n g a l l ; - o u r t e s t i n o t t i a l s - i f v o u h a . , ' ea n a b u n d a n c co f t h e m - i n a 3 - r i n g
binclcr and sendins it rvith a sltort covcr letter anclun orclcr 1brnr. Or, have a snrall (-5x
8 ) b o o k l c t p r i n t e d u p a n d i r r s e r lt h a t i n y o u r p a c k l r r c .

8 . Legel requirelncntsof testirnttttials:Thcv must be rcal. and you must have a written
r e c t l r co
l l ' t h c t r to n f i l c . S o t t t cp r o l ' e s s i o n a
s n r l i n d L r s ( r i csst r i c t l y l i m i t t h e u s e o f
tcstititonials. Check n,itlr .,,clurIarvvcr and/or intlustrv or prot-essionalorganization ancl
look lor more inlbrmation on the wcb an<J./or in a busic book on mail order.

9 . L - l s ct c s t i l n o n i t t l sl l - t l r l ta u t h o r i t i r - '(s) r c e l c b r i t i c s . R c a c lC i i r r r F l a l b c r t ' sn c w s l c t t er r ) n
u s i n g B - l e r e l n r o v i c a n d T V s t a r sa t :
http://rvrvn'.thega11'halbertletter.com/newsletters/zlkk_movie_and_tv_stars.htnr

t 0. S t a n y o u r s a l L : sl ] l e s s a g cu , i t h a t c s t i r n r x i a l. . . e i t h c . ri n t h e h e a d l i n e ,s u b h e a do r o p e n i n g
paragraph. FIaVevour whole salesniessagebe a testimonial from a custonter.

l l . Always do a fLrllsclling job. Usc a "prepondcr.inccol'proofl' EVERY rll\lEl

I 2, Get testimonralsby having a testimonial contest or by off'eringa free bribe in exchange

for a testimonial. Send a prepaid FcdEx return labcl and box with their orclcr.. . include
a disposablecamcra and testitnonial form. Then tell them lvhen they return it they will
get X product worth $X... or a "mystery gift" worth $X. If you have to, buy youi
prospectsa voice mailbox So you can include a phone number with their testimonial.

1 3 .Other forms of proof you should actively seek out and use: Stats,number of customers.
time in business,
financialand professionalreferences,
govemmentor industryreports, I
swornaffidavits,numberof cities,states,countriesserved,experience,
awarcli, I
credentials...
and...anythingelseyou can thinkof. I
I
14. Get both editionsof RoberrCialdini's "Influence"book at wlvw.amazon.comor I
rvww.insideinfluence.com I
I
I I
L 1 5 .T e s t u s i n g b e f o r e a n d a f t e r p h o r o s i n y o u r a d v ei trm
--.i-_ _j__=-:-_____g_
r i saiknegsi sf e n s e tRoe. a d B i l l a

Chapter9-9
Ouick SummarvOf Kev PointsIn Chapter9 Cont'd:
Phillips' book,Body-for-LIFE(rvwrv.billphillips.netor ryww.amazon.com).It reveals
a very good way to get healthirand in shape...which... will makeyou a berterwriter.
Not to mention also improve E\.ERYotheraspectof r-ourlife in waysyou can't even
be-ein
to imagine.You shouldalsoreadhisbookEating-/or-Lm...and...jusrabout
anythingelsehecomesout rvith. i
I

Chapter9-10
 Chapter10:

How To Craft frresistibleOffersAnd

CompellingGuarantees!
"Strong copv rvill not ovetcotnea weak off'er... but... in marrvcases,a strongoff'errvill
succeedin spite of weak copv written by markcting morons! Also, x./rr.r/vitr-rhave to sav is
enonnouslynrorc inrportantthan /lon' \,oll sav it."
- Gary Halbert

he quoteaboveis one vott shoulclrncrnorize.Why? Bccusscit's onc of the mgsti'rp.r-ta't

fhctorslirr gettingnurxiurunr
resp()nsc
to all your adsanclsalelcttcrs.

If yorrrdealor offbr isn't of intercstto your pfospect.it docsn'trnatterhorvsooclthe cripy is

thatdcscribcs it. For cxarnplc:If yoir \\'onsr-vcral in the powerballLottery,
ntillionclollur.s
there's no way I could tcll you that ncvu'stliat would makcit trorins. I wouldn't needlons copy.
I wouldn'thavcto useporverfll.pei'suasive u,orcls.The formatI savcit to you in woLrldn't
matter.as long as voll reaclor helrrdit. Anclso on.

On thc otherhand.if vn'hat I haclto tell you rvasthatyou hadjust won a week'ssupplyof
g a r b a gbea g s . . i. t w o u l c l n 'ltn i i t t e h
r o r vg o o ctll t cc o p vw a s . . .i t s t i l l r v o u l d n '-ts eyl o u e x c i t c t i .
(At leastI hopcnot.) I coulclLlseevct-vaclvancccl copyrvlitingtrick ancltechniqge in thc b.ok.
couldfollow up witli vou oncca r.veektbr a year. Use ourboundtelcmarketing-Ceiebritv
cndorsenrcnts. Dollar-billletters.And so on. Nonc of thatw'ouldhelp.

Obr iously,thescareoutraseousexamplcs.. . br-rt. . . I u,antto makethe point clearly. One of

v o l l r t o p p r i o r i t i e s a s a m a r k e t e r a n d c o p v w rii1tyeor .u. u. i i n t t o m a x i m i z e r e s p o n s c . i s t t t . . .

SweetenThe Offbr!

How do yor-rdo that? I'll give you severalwiiys in just a n'rinute.But first, I rvantto prefacc
thisdiscussion
with two importantpiecesol'aclvice...

l. Put SomeSerious
Thought Into Your OfTer!

Here'swhy: The obviousreason,is thatthe betteryour offer... the betteryour rcsponse.The

lessobviousreasonis, your off-ercan play a major role in the wordingof your headtine.Many
timesthe offer and/orguaranteewill be part of vour headline...like in theseclassicwinnins
headlines:

FREE BOOK-Tells You 12SecretsOf BetterLawn Care

Chapter10-1
 NOW! Own Florida Land This Easy Way...
$10 Down And $10 Dollars A Nlonth

Which Of These$2.50-To-$5.00
Best SellersDo You
Want-For Only g1 Each?

A Promise... An Unusual Guarantee...And A Different Kind Of Half-Price Offer With A

Slight Trvist F'or ExecutivesWho SeriouslyPlan To ArlvanceIn The Pubtishing Wortd!

The 97-PoundWeakling... lVho Becante"'['he Worlcl's Nlost Perf'ectlyDevelopedNlan."

"I'll ProveTo You In 7 Days'fhat You.'Ioo. Can Be'this New lfan!" - CharlesAtl:rs

DoubleYour Nlone-vllack If This Isn't The RestOnion SoupYou Iiver'I'asted

S e er . r , ' hIa' rtn t a l k i n g l b o u t ' lT h c s e a r c g r c a t c x a n r p l e s o l ' o t ' f ' c r a n c l / c l r g ual rsaplltrct e

tll'thc
hcadlinc.So spcndsomctime thinkingaboutvour <tff'er....just us yoLr worlldyour hcacllinc.

2. l\lake'l'hc RestOfTeryou Can

Right Out Of The Garc!

For cxantplc:11-v<tu arc selling(or thinkingol'selling.)a hook.run an ad ancltrv to givc it

ar.vayh'ce. Or, ol'f'erit tice lirr 30 clavs.Wir1,'l Becauseil-voLrcan't give it arva,v.
volt sllreas
hcil aren'tgoingto bc ableto sell it. i\nclyolrwantto knulr't6isas fastas pgssible.you rvantto
fail frist.

The ternptationlbr nrostmarketersis to ol'l'crtheir nclv pnrdLrctor service r.viththe least

amountof _guaranrce(like 30 davs)or fbr thehighestpricethcy think thcv can get a$'av $,ith.

Ttrisis a niistakelBccauscwhat happens is. yor-rspencl

r lot ol-time and ntoney, then if your
resultsareunsatisfactorv,
you arelcfi rvitha bunchof...

"Wlrat lf's"

What if we lower the pricc? What if we increasc-

the guarantee?What if we acldsome
bonuses'/What if we?... and on and on. You thenhaveto spencla lot more tinrc anr]money,
manytimesto find out that the thing is a dud anyway. If you'd just madeyour strongestoffer
first... you would havesaveda lot of tirneand ntoneyandalrcadybe onto your next promotion
or two lookingfbr your next big hit. So spendthe time craftingthebest propositionpossible...
then... run with that,first thing.

The dealis, you arejust buying resultsand tlataat flrst anyway. You are not trying to make
marimum profit. You arecheckingfor a pulse. Make your bestoffer, and you'll know-as fast
aspossible-which ideasareworth pr-rrsuing, and r.vhichonesyou shoulddrop like a rock...
immediately.If you havea winner.vou cau ahvayswork backwards(usuailyata profit) to fincl
the offer that getsyou the right mix of responseand profit. Insteadof wastingtime an<jmoney,
working up to an offer that might (or might not) producea profit.

Chapteri0-2
 Anyr,vay,backto ways to sweetenthe offer. Herearesomeof the mostreliable...

SweetenThe Offer With premiums...

You Know, Free Bonuses

But makc surethe bonuseshavea high-perceivecl valueanclareeasy(andcost-cffective) to

fulfill on. A goodrule of thumb is... if you can't sell something,don'i try anclgive it awa),.
Your bonusesmust be "wanted" items. Here'san exarnplefrom thepast:

Renrember the old Ginsuknivcs intbmerciars'JRememberhow they'dpile on the fiee

bonusesto get voll to order'l If not, it went somefhinslikc-this:

"But rvait.that'snot alMf I'or-r orderin the next30 rninutes...I'll not onlv sen<jvor-rthe
entire36-piecesetof Ginsuknives.I'll incluciea seconcl se{rhstrlutr-ly[ree. Antt.you still gct
thc 1r'cefishcrrnltn's
liiend fillet knifc.thc freeinclcstr-uctiblc-
cuttingboard...u'cl... ctc..etc..
ctc."

Anyrvav. the reasonthev did that is... it u,orksl That is. it incrcasecl salcs...s()rllctrntes
rttassit'cl1'.Ancl all voll'vc got to do to scc this techniclucuscd ar its pcrfcction,is tunc
in to latc
night television. Just stay up latc and rvatch a f'erv,,chees\,"inlbrne-rcials.

They've rcally got it clovu'n lo a scicncc. They have to. [t cristsso much rr]oncvto nt:lkeand
test an inlbmcrcial (S100.000or ntorc easily) there's no ro()pr lbr eryor. lf you see one
of these
3 0 - m i n L r tscp o t sr u n o v c r a n d o v e r . . . p a v : . r t tnct i o n . . . y o u ' r . eu , a t c h i n qa w i n n e r l

Nor,v,how do vou appiy it to vottr promotion... or a client's prornotion? I'll cover a

te*,
dil'flercnteramples.

If you aresellinginlbrrnation.vou can add nurrcinforrn:ltion.Frecrcports. Frcc bgok. Free

tapes.Freevideos. Frecteleseminars.Etc.

Il'you aresellingetservice.Say,dr,vclcaning,vlu coultl off'crextralree clc-anins.O.c

shirt
fiee fbr evervtwo or sornething.More examplesfrom <Jifl-erent businesses:

Chiropractor--. frec exerciseball to strcngthentheir backrvith first paid appoinrment.

Dentist...free teethcleaningwith first paid appointment.
computersales...free deluxeoffice chair when someonebuys a computer.
Industrialsales...free scrvicecontractlbr one yearafterpurchaseof i widget.

Whateveryou areselling,you can usefreebonusesto increasesales.Again,just make

sure
the bonuseshavea high perceivedvalue... ancl...areeasy(andcost-effective)
to fulfill on (see
caveatbelow).

Use vour imaginationand seehow manv ways you can applv this in vour promotions.It's
easv.

Chapter10-3
 Caveat: Be wary of tail. What's "tail"? This: Say if you areselling a book, and you offer a
30 minutefreeconsultationto peopleif they buy the book...thatconsultationis tail. You have
now soldyour time (or someoneelse's). Time that'sgoingto haveto be fullllled on laterdorvn
the road. Better: Off'eranothersimilar or complimentaryfree reportwith purchaseof the book.
That caneasilybe fulfilled...and then...you are freeandclear. And the prospectstill gets
increersedvalue...thus...moresalesfor vou (or your client).

A lot of times,premiumsdrive the sale. You seethis a lot in the newsletterand masazine
inclustry.For example:Here'sthc orderlirrnr tbr a premiunr,tlrivcn of'ferfor a healthncu'slettcr:

SpecialSavingsCertificate
Feel Better, Look Better, Live Longer!
il Yes! I want to give m,v"sell'ayounger. healthier, body and live lit'e to the fullest! [ accepryour
risk-fieei n r i t l t t i ( ) nt ( )t r v

I understandthat if I'm not satisfiedri'itir for any reasonwhatsoever,I may

cancelrny subscription r.rithin90 davsanclgct a 100%refirndof cvcrvpennyI paid. Anytime
aftertliat.I canstill clrncelandreccir,ca ref'undon all runnrailcd
issues.Eithcrwav. I gct to kccp
all the fiee silts.plusanv issuesl'r,c rcceivcd.

ii GREr{fES'l'VA[,UE. I lock in savinssof 609/o - unrlgct l-5frcc eifts. Pleasccntcrnry ?-

ycar subscriptionfor 2l issucsof ----.---.--.-_--'''''_.---
ertthc spccialintroductorvratc ot'$j193$77.
And rushrneall l5 valuablereporrs:
l. Makc YourselfI'lcartAttack Proof
2. New Brcakthroughs lbr Prcventinsand Sun'ivingCancer
3. How to ProtectYourselfFrom Viruses,Bacteria.and Biotcrrorism
4. 30 f)a,vsto a Slirnrner,TrinmrerYou
5. Neu' Breakthroughs in thc Treatmc-nlof Osteoporosis
6. NeverGet Alzheimer's
7. Hou'to Mnke Your Supplemcnts and Remedieswork up to 5 TimesBetter
8. New'Curcsfbr Osteoarthritis. RheumatoidArthritis.anclGout
9. Nature'sCholesterol"Drug"
10. PowerfulNew Curesfor Failing Vision
I 1. SayGood-Byeto Back Pain and OtherChronicpain!
12. End All ProstateProblems,IncludingCancer
13. How To Grow YoungerandHealthierCell-By-Cell
14. A Permanent Cure for ChronicFatigueand Mysterypains
15. SayGood-byeto Heartbum,Gasand Abdominalpain

: STILL A GREAT VALUE. I still saveon rhecoverprice...andget 7 tree gifts. Pleaseenter

my one-yearsubscriptionfor 12 issuesof the specialintroductoryrateof
$% $39. And rush me thesesevenvaluablereports:

Chapter10-4
1. Make Yourself Heart Attack Proof
2. New Breakthroughsfor Preventingand Surviving Cancer
3. How to ProtectYourselfFrom viruses,Bacteria.and Bioterrorism
4. 30 Days to a Slimmer,Trimmer You
5. New Breakthroughs in the Treatmentof Osteoporosis
6. NeverGct Alzheirner's
7. How to Make Your Supplementsand Remedieswork up to 5 Times Better

i. FASjTRESPONSE
GIFTS. ['m orderine$'ithin I I days. Plelscsendrnethe follo',vine
2
bonusgiits:

o l7 FlcalingSc-crctsYotrr Altcr-nativcDoctor Docsn't Knor..About

a 9 Altcmativc Health Scants...plLrs) "crtzy' cllresthat reallv work

Mcthodof paymcnt:Nanrc,Aridrcss,Etc

See $'hat they'l'e donc here'/ Thcv are oflcring highlv-uppculin' l'r'ccrcportsto get pcople to
sign up for their ncrvslcttcr. Reporls the1,can kecp cven if thev clccideto cancel their newslettcr
subscription. Plus they off-er aciditional"tirst response"rcports to
-setpeople oif their tluffs.
AlthoLrghthey do it kind ol' we akl,\r. A bctter u,ay lvould bc to huvc a dcadline daterstarnpeclor
printcd in rcd instcadof the vague "'ul'ithinI I days".

Another l'amousad cantprrign--ittleest it's 'uvell-knou,.n-isrhe SportsIllustrtttcdTV spots.

'fhcv
Thcse are totally prcniiutttdriren. firLrntiout a long tiurc ago that iL was ncar irnpossibleto
get people to subscribeto their masuine w ithor-rtsonrekinci ol "thing" as bait. They use
clothing. fbotball phones.collcctor's itctns and other high-pcrccivecl valLreproductstg get perple
to subscribc.

The conipany that produces-in nry opinion-sorne of thc best col'fc-ein the worlcl, Gevalia,
Llsesa licc coffcc maker (anclothcr col-l'cc-rclatcdpremiLrnts)to intlucc pcople to try thcir cotfbe.
(If you lil,e cot'fee,go to: lyww.gevalia.com)

Srveeten'[he Offer I]y

Nlaking It Easy To Iluy

Here are a few very good wavs to clo this: l. Offe r easy installrnents. Let them pay in 2 or 3
equally divided payments every 30 days. Or, in the caseof high-priceii programs, products or
services...maybe in 6 to 12 monthly installments.By the wav, don't say ..payments',...it
carries a negativeconnotation. Say "installments" instead.

2. Offer to let thempay by postdatedcheck. This usuallytriple sales.It alsousuallvdoubles

refunds.But that doesn'tmatter...you stiil comeollt wav aheadin termsof profit.

Chapter10-5
 The bestexampleI know of comesfrom Joe Karbo. It's from an ad he wrote with the
headline:The Lazy l\[an's Way To Riches. By the way, this ad was so successful
it sold
2,786,500ss11'-published
booksof the samenamebeforeJoedied in 1980.

Also, Gary Halbert(theywere friends)told me that Joe'sad workedso well. he couldrun it

somethinglike threetimesi.rweek in the los AngelesTinrcs,everywcek, and still makca healthy
profit. That is truly amazing.

Anvrvay.here'sho',vhe rvordeclhis postdatedche'ckol'fer:

What if i'nt so surethatyou rr.'il/nlrke

monc_v nr_yLuz1,'Nlun's Wav that I'll nrtkc you
a most unustralgllarantee?

And hcrc it is: Twon'tevcncashyour

checkor moneyorderfor 3l daysnftt:r I've
sentyou my nratcrial.

That'll give yor-rplentyoI tinrcto _retir.

look it r)ver,trv it out.

If you clon't agrcc that it's worth at ku,st u

lumdred rirnc.l''rvha.tvou invested. send it
back. YoLrrurt<'ushed chcck rtr rlonev orclcr
rvill bc nr-rtin rctllrn mail."

Thcn hc gocson to saYthis in thc ordcrcoupon:

Joc,vou may be full of bcans.bLrtwhat

haveI got to losc'] Sendme thc Lazy
Man'sWay to Riches.But don'tdeposit
nw cJrcckor nroneyorderfor 3l da,vsuftcr
it's in the nutil.

If I returnyour material- for anv

r c a s o n- w i t l r i nt h a tt i r n e ,r e t u r nm v
uncashedcheckor moneyorderto me. On
that basis,here'smy ten dollars.

By the way, you can alsousethis techniquewith creditcards. Justsayyou won't chargetheir
cardfor 31 daysor whatever.

3. A slighttrviston thepostdatedcheckotferis to let themtry it out fbr 30 days...but.,. they

haveto pay shippingand handling. This worksbestwhen you acceptpaymenrby creditcard.

Chapter10-6
 You simplyoffer to sendyourproducton a trial basisfor 30 daysif they'll payshippingand
handling.Then,if theydon'treturnyourproductduringthetrialperiod...youchargethemthe
remainderof thebalance.

Additional Tips To ConsiderFor

Crafting The Best OfTerpossible

Sell dollarsfordimes. Ibelieve this pieceof advicecomestiomTeclNicholas.Anclit's

prettyscll.explanatory.If whatyou arescllingcostsa dintc.anclVoucanshorvin a porvcrlul.
dralnaticr.va\',
how yolrrprospectcan savcor makea dollar(pref'erablv.
instantlv).thenit'll be
far easierto makesales.

Here's what Claude Hopkins said about offers in My Life in ,ldvertisirtg:"Il1irycarsin

Racinegaveme uniquecxperiencein advertisingproprictaries. andbroughtme wirle reputation.
My rlethocls u'erenerv.Testitt-utnials
hadbecnalmostunivcrsalin thosclincs. I publishecl none.
Rccklcssciaimswcre contmon. My adssaiciin eff'ect.'Trv this coughrentedy;u,atchthe
bcnefitsit brings. It cannothart.n.for no opiatesare in it. lf it succeeds.
the coirshwill stop. ll it
fails.it is l'ree.Your own drugeistsignsthewarrant.'

"The appeal'nvasovenvhelming.almostresistless.Evervsinccthenrnv chief stuclvhasbcen

to creatcappcalslike that. When we make arr offer,rn. .urrrr,rtreasonairlyrefuse,it is pretty
sure to gain acceptance."

Sell one thing to one personat one tinre. Thc temptation of nranvcopyrvriters is to offcr
optionsor mLrltiple itenlsttt sotl ol"'c()vcrtheirass". WlratI ntcanis thcv aren'tsurerbout thcir
of-fer.and thcv w'antto get a response.So thcy oft'ereverl'thingbut the kitchen sink... trying to
get themto buy "something".This is a mistake.What happens is thcyend up "wateringdown"
thcir proptlsition
andconlirsin'lheprospect.The restrlt:Littlc 9r no rcspoltsc.Ci'ry,Ilalbert,
rvhenhc hadhis hcraldiccrc:jtconlp;.rnv, lcarnedthis filst hantl. In el't'ect.1t first. thcy had one
flagshipproduct...theparchment-tvpe pieceof papcrwith vour familycrestandnanrehistoryon
it. Soon.thevreirsoned thatpcoplervoultllikc othcritenrsu,iththcirlarnilycreston it. So they
beganto dcvclopdiff-erent products.So many,theyprocluced a catalogto sell them .. a catalog
thatlost monev.

So Gary took a long trip and analyzedthe catalocsales.What hc quickly cliscovered was that
threeof the productswereproducingthe majority of the sales.So he thenput a catalogtogether
with only thosethreeproductsand they sentthat out. It rnadea smallprofit. But afteianalyzing
thc sales.he discoveredthat one productout-pulledthe othertrvoby a wide margin. He thcn
took that one product-a family crest wall plaque-and wrote a singlesalesletter for it only. He
includeda color pictureof the plaqueattachedto the first page. And the result:They made
hundredsof millions of dollarsin profit from that plaque. That'sthe valueof sellingone thing to
one personat one time.

(Justa quick sidenote:A friend of mine-I grew up with-had a plaquewith his familv crest
on it. His family had it on the wall. I rememberit from the time we werekids. It stuckout to
me for somereason.In any case.someyearsback, I was visitinghim in Dallas.Texas. And in

Chapter10-7
his house,he had the plaque. This was after I knew Halbert. I wondered-for a few days-if
this plaquecamefrom Halbert's. So finally, my curiositygot the betterof me and I went over,
pulled it off the wall and turnedit over. Sureenough,it had a stickeron it that said:Halbert's,
Bath, Ohio. Small world.)

Singleoptions vs. multiple options. Somewhatrelatedto sell onething to one personat one
time is... offeringone or multipleorderoptions. Like a basicand deluxepackage.A lot of
peopleswearby this es a meansto increasingthe averagetransactionvalue. Mv experiencehas
b c e n m a n v t i m e s i t j u s t c r e a t e s d e[l ta' sy n
. rybelief.thatyoushouldhavcthebcst<tt'lerpossible
for one package.Focusthemon taking actionon/orderingone thing. Do evervthingyou can to
makethatactionas appealingas possiblcto the prospect.

Single ordering option vs. multiple order options. Again this is somewhatreiatcdto the
abovetwo items. Here'sthe deal: ShoLrld you let themmail. phone.fax, and visit vour rvebsitc
-fhc
to orcler'l[n mv expcriencc... thc answcris a rcsounding NOI conventional rviscionr hercis
to let peoplchaveas n)anvways as possiblcto makeit easyto ordcr. But, as is oftcn thc case.
conventionalr.visdomis wrong. Ha'n'ingmultiple orcleroptionsgivesthe prospectanother
c l e c i s i o n t o m i r kYeo. L t r v a n t t o l a s c r l b c L r s t h e m i n o n t a k i n g a s i n s l e a c t i o n . . . b u y i n g !

Y o u n c e d t o t e s t t h e s e t h i n g sb. .u.t . . . i n g e n e r a l , t h m
e oreoptionsyouhave---cspeciallv
sornethingas asinineas "log on to the lnternctto order"-thc ntoredelayyou will have. Whiclr
a g a i ns, p e l l sd e a t ho l ' t h cs a l e .

Sometimeback.I interviervedtop rropv\\'riter, Arthur Johnsonlirr a serviccI was cditor of

cullcd:N,{onthlv lvlarketing(ienius. llc rvrotc/'uvorked lbr the Ijrlnklin N4intlbr manyvears.
,'\tlvwlly,I was intervicwinghirn aboLrta hugehealthnragaloghe'd writtcn that pulled in 75.000
rtewsubscribers in only 12months.Anrazing! Onethin-eI noticerl.thoLrgh. wasthcrew'asjust a
.irtglc way to orcler:"Fill oLrtthis orclcrlbrrn :.rndpr-rtit in the retLrrn
cnvclopeand rnail it." I was
,'urious.so I askedhim why'/ And he'told me thatwhenhc rvorkcdwith the FranklinMint.
hey'dtriedrnultipleorderoptionsmanvtimes...andrvithoute.<ccption-itALWAYS reduced
esponse.

In fact.here'swhat I wroteverbatimin my analysisof his package:"38. EXTREX,{ELY

TMPORTANT! Notice,there'sonly one way to order...mail only. I askedArthur aboutthis
because i r,vas
intrigued...and...it playedup to a big belicfof nrinc. And thatbeliefis: Nlore
Options = Less Responseand Less Optinns = lVloreResponse.Arthur confirmedthis by
telling me that during his time at the FranklinMint, they foundthroughextensivetesting,that the
lcssorderoptionsyou offer,the greaterthe response.

"I've foundthis to be truein my promotions,as well. Now, I think it varies-dependingon

the market-rvhich onc orderoption you shouldprovide- phone,fax, or mail. But, I'm
inclinedto leantowards2zl-hourphoneordering... then... 24-hourfax ordering...then... order
by mail. In that order. You've got to get your own resultson this. However,I guarantee,
if you
ferretout the bestof the thrce... and ONLY offer thatoption,you'll increaseyoLlrresponse...
probablyradically."

Chapter10-8
 ClaudeHopkinsdid testsin the earlypiirt of the 20th Centurywith similarresults.Here's
what he wrote on this subjectin ScientificAdvertising:"On one line threemethodswere offered.
Thc womancould write for a sample,or telephone,or call at a store. Seventyper centof the
inqiririescameby telephone.The useof the telephoneis more commonand convenientthanthe
useof stallps.''

(iary Halberthiisdonetestsin modemtimes thatproved"phr)neonly" produccsthe

r n l r ri t n u t t n
t r r n t h cor l 'r c s p o r t s c s .

If you are offeringsomethingfree... mentionit right up front. This will inrprorc

re:ipollsc
lrv leapsandbottnds.It n]akrtssensc.Why hirlcthc fuctthatvour offcr is ll'ce. I ttficn
rvillrnentit-rn
it in thesuperscript
hcaclline...
thenagainin the surbscript
headlinc.Like tliis:

Flcre's an exarnnlc:

"Free special report reveals...

"HowTo Get FilthyRich UsingTheSame'Dark

Secret'Wall StreetInsidersAnd Elite
Professionalrraders use To LegallyRob rhe
Stock MarketEverySingleDay lt's Open!"
From opening bell to the close of the day-every single day the market is open-
these elite,secret society types cash in big by knowing something that you don't.
An d t h a t s o me th i n gi s... th e v know how to qet ( for fr ee and within 30 seconds-
everv dav) the exact list of all the stocks that are g97" certain to move up in price!

Now it's your turn to profit from this unfair advantage! Pleaseread this message
immediatelyto discover how to get a free, 2O-pagespecial report that revealsall
the details....

Your Offer.sShould Not Onll'Be

Powerful... But Also... Believable!

A lot of lessercopywritersoverlookthis. When you are makinga fantasticoffer... you

shouldtell them "why" you are... or... why you areableto makesucha farltasticoff'er. This
will helpremovetheir "this soundstoo good to be true" naturalskepticism.For example: If you
are off'eringa hugediscount...youl'"reasonwhy" mightbe you arecomingout with a new
modelof your product,and you needto makeroom to stockit. Or, you've orderedtoo many and
they won't fit in your warehouse.Or-one of my favorites-the "damagedset" sale. That is,
you've got someproductsthat work perfectlyfine... but... becauseof someinsisnificant

Chapter10-9
damage,you can't sell them at full price. The ways to explainyour offersarenearlyendless...
you shouldwork on this. Collect examplesyou see.

Here'sa shortletterthat is a fantasticexampleof not onlv havinga greatoffer... but...

explainingwhy. It's JoeKarbo's "Caddilac"letter: (Noticehe spclledCadillacwrong... this
givcs it a huinanizingtouchthat makesit seemmore real.)

Dear Fricnd.

I have a ne\\rCaddilac that I got to sell becauseI'm le'tving fbr thc Service next lvcek. [t cost
me $ 1.1.000 :rntlhts onlv 732 niiles on it. Ilather thun sell it to sonrethief of a clrr clealer or
going to the trouble of adver-tising.I'll let you have it tbr 157,000.

II'you don'1 havc thc cash,clon't u'orrv abotrtit becauscI onlv owe thc 57,000 und vou can
take over paynlcnts rvhich arc about $275 a month.

You kno'uvI drive careful.but I'd I'cclbctter if vou'il hale vour mechanicclicck it out bctirre
you bLry. In fact if you'tl like to drive it firr a couple ol'davs. l'll bc glad to deliver it to yoLrwith
a tr-rlltank of gas. And if you don't like the car, I'll take it back and vou've hacla free ride. No
obiigation.

One thing-it's an arvful green color (but vou conld have it paintcd).

l f y o L r ' r ci n t c r c s t c dc. a l l m c a t ( 7 1 - 1 8
) 2 6 - 1 3 1 3b c t r r , e c n
7 a n d9 t o n i g h t .

YoLrrfriend.

Rocer r\tbury

Wow I This little shoftgem of a lettcrhasa ton of salesrnanship

and psychologypackedinto
it. StLrdv
it.

Offer As USP
(Unique Selling Proposition)

Two classicexamplesof powerful USP's areFedExand Domino'sPizza. FedEx:"When it

absolutel,v,
positivelyhasto be thereovernight!" Domino's: "Hot, freshpizzadeliveredin 30
minutesor less,guaranteed."

I ' m n o t - e o i n g t o g o i n t o atlhl e d e t a i l s o f h o w t o c r a f t a p o r v e rUf S

u lP . B u t h e r ea r e a f e w
basics:A USPis a statemenVproposition that answersthe questionof why the prospectshoulddo
businesswith you versusany and everyotheroption... includingdoing nothing. It's very hardto

Chapter10-10
comeup with one aspowerful as the examplesabove,though. But if you do, the resultscanbe
tremendous.

For a more in-depthdiscussionof USP's find a copy of RosserReevesbook,Realit-v* in

Adverti.sing.He invented the term. He was a fantasticadman...and... his book is a mustread.
It's out-of-printand hardto find. Try a librarv or searchfor it at:
http :/hvwrv.trussel.com/f_books.htm

How To Craft CompellingGuarantees

All thingsbcins etltral.tltc strongcr\'ollr guarantcc... thc strorrger the responsc to yortrol'l'cr.
Alstt, thc'lon-licrYOurgllartntcc,thc strongcrthe rcsponsc.Bl- the wav, longergLlarantces tenclto
notonlyincreascresponse b .u. t. a l s o . . .r e d u c e r e f u n d sW. h y ' l S i m p l e h u m a n p s y c h o l o gI yf .
p e o p l c - k n o r v t h c v o n l y h a v c l 0 t o 3 0 d u v s t o r e t l r r n s o n r c t h i n g . . . t h e y a r e o nI tf o
. pofit.
howcver. you ()r
givc tltcm a year ir lit-ctinrcto returnit lirr ttrcirnloneyback,they relax. N,lostol'
the time,thcyjust simplyforgetaboutthc guarantee.In thecourseof a yeara lot canhappenin
people'slives...attcl...the lctst of thcir rvclrrics is rcnrcnrbcring t()rcturnvotrrproductto get
souretirrgottennronev ltack.

Anywav,the ntostbasicgurLrantce
is: OrdermV procluct.
if vou don't like it, returnit in 30
davsfor a firll relr-rncl.

That's pretty stlindard. Hou'ever. lct's look at sonlL-wlrvs to jntproveupgn that.

LengthenYour (Juar:rntee

I d i s c u s s e d t h i s a b o r . c . . . l l u t r n ( ) s t p c o p l c a r c r cD
l uoclthi ti sn :t T
. r v a l o l r g c r g u a r a nltberes i x
tttonths. andil'it clocsn'trvorkout... go backto a ntorercstrictivcguarantee.I think you'll be
surprised at vu'hat yoLrtind out... thatis... as long as w'iratvoll areol'feringis of goodvalue.

Ofl'er Nftrre'fhan Their Nloncy llack

My favoritewav to do this is the DoLrbleYonr Money Back guarantee.The trick to this is to

'l'hat
makeit conditional. is, you will givc themdoublctheir nroneybackif theyshowyou some
kind of proof that they usedyour productas directed.Don't makeit too onerous.. . just some
kind of proof. Like they haveto show you the ad they ran, or a copy of their businesslicenseor
sontething.Thc thingis, ntostpeopler.vhorefunddo nothing...that'swhv theyrefund. Having
mild conditionsall but elirninatesrefundsfiom thesepeople... which are the majority of your
refundsanwvav.

You canalsooffer additionalmoneyback without conditions.My friend andcolleague.John

Carltonhashad greatsuccessdoing this in the golf market. Here'sone of his guarantees.
. . in
the subscriptheadlineand as .uvritten
in the body copv.

Chapte1
r 0-11
 SubscriptHeadline:
"The answerwill shock and delight you! lt's an amazinglysimple '2-step' Maximum
Distancerevelationthat, we swear, will take you iust 3 swinqs to mastei yourself...
instantfv pumping massivepayloads of accurate power-nto your swing no matter how
uncoordinatedor out-of-shapeyou are... and quaranteeinqyour verv nLxt tee shot wilt
be a breathtakingdead solid straight drive of 250-plusyards! etus- it you aren't
convinced,these guys will pay you $10!"

Bodv copy:
'.C)HPlVill SendYou llack gl0
Iior Your Trouble!

"'l-lt:"tt's
an otltl'llgcor-rsly fairofl'er,don't vou think'l [t n.rcuns vr'trgct acontpletelyfree
lessott.a . .n d u n l e s s v o l l a r e a b s o i u t e l v c o n v i n c e d i t ' s c h a n _ g c d . u ' o u r g a m e f b r e v e r , y o u a r c n . t o u
a pennv...antlyclulvill actuallvcoltrcoLrt$1//ahead!"

By thc way, in your guarantecs. don't savyor,r'llrctllrntheirmoney"N,[inusshippingancl

handling".1'hat.itrstwatersdorvnthe powc'rofwhatyou arcsa1,'ing... u,ithout...gainingyou
tnuch. Rcturntheirditmnshippingaltclhantllingl'ectot-r... ulrl suvygu u,ill. Renternber.theidca
is to rernovethc risk... to obliterateall obstacles
to orclcring.

Perfbrmancc (]uarantet:

fhe perfbrrllancc
gllaranteecan be usedaloneor in conjunctionr',,itha rnonevba.ckguarantee.
Flerc'san cxarnple'-

"This colrrsecomesrvitha 90-da1,'. tirll ntonel-backgLlaranree. That is, if you areunsatisfled

at anytinle-duringthc nc'xt3 urontirs,rcturnit lbr a 1'ullrc1'und
of cvervpennyyou paicl
(inclucling
shippinganclhandling)...no clrrcstions. no hasslcs.Fur-ther. kccp thc course1bran
additional9 nrontlts(12 monthstotai;... and...if you clon'tmakeat lcastl0 timesrvhatyou paicl
fbr thecottrsein cxtraprofit )'olrothr-rwise wouldn<tthavc...rctlrrnit... anclI'll still senclall
yourntoncyback."

Not thebestexample...but you get the idea.

Dramatize The Guarantee

This exampleof how to pump up the powr'rof your guarantee is so gootl,I savedit for future
reference.It comesfrorn copywriter John Forde. It's an excerptfrom an article he publisherlin
his e-zine,Copywriter'sRoundtable(wlvrvjackforde.com).

Here'swhat he said:

"I tendto write a lot for financialnewsletters.So let'sassumethat'swhat we'rervritingfor. Here's

how vou might go aboutwriting a simplc,factual,ratheraverageguaranree:

'If you're
not completelysatisfied,
just drop me a line within the first 90 days. I'll rush you a full

Chapter10-12
refund. Every penny back. All the free reportsand issuesyou've receivedareyours to keep. I hope that
soundsfair.'

"Truth be told, that'snot awful. In fact. it's about as far as most guaranteesgo. But now try an
advancedversion,with dramatization...

'I'm going
to put my moneywheremv mouthis. Readthe 6 reportsI'll sendyou. Studyyour first
threeissues.Log onto rny privateweb archiveas often as vou like. Seeif you don'tfind my pickseasier
to fbllor.vanclsafcrthananvthing1'ou'llget frorn your brokcr.

'That's
not all.

'If-f i,t',
can'tflnd at lclst -5ideastltcrethlityorr'rL: absolutcll'conr,irrccrl n'ill cloublcor t:vcntriplc your
i n v e s t t t r e n t r f t u r n s . t h c n l ' m n o t d o i n g n iAVnj oc bli l.t h a t ' s t h e c l s cI '. l l u r g e v o u t o c a l l t h i s n u m b e r ( l -
800-55-5-XXXX)and ask for a {ull refund.

'Clrll
r,vithinthe flrst 9()claysand I'll ntslt vou a full refrrncl.Ei'erv pcnr)vback ... etc.,etc."

"Why dramatize ? I hopeyou can sc-ehorv,when you sive vour prospcctspccificwaysto nrerrsure the
bcnellts.yotl'recloingtnttchmorctllin-iuslprornising
to eive l)oltcv blrckto unhappycustorncrs.[3y
gettinginto thoscactionable spccifics,
vou'reactuallynreltingawrrvclcfenses."

See what hc is talking about'?Thc seconrlguaranteeis actir,cu'ith irclionvcrbs anclactions

the prospectcati takc to prove tlic value o1'thcproclLrct 'l'lxrse
to thcrnsr-lvcs. kind of specifics
increasebelievabilitll...therefbreincreasesales.

-frvo
i\fore ExamplesOl',\
(lreat Ol f'er/Guarantee

Two o1'thebcstexalnplcsof gltarante-c/ollcr I've eler sccltc()nreflorn RodaleBooksand

Boardroom,Inc. Rodaleis the largcstindcpendentbook publishcrin the U.S.,anclBoarrlroom
publishesthe largcstcircttlationhardcopy ner.vslctterin the u,orld:IJottorrt (This
Line Per.sorlrrl.
shouldgive you a clue as to the po\\,crof an over-thc-topol'feranrl/orguurantee.)you shoirlcl
buy a book front Rodaleand subscribcto Boardroom'slJotott Line Pcrstnrul.Thtway you can
get on theirlistsand staftreceivingtheir promotions.Studythcir offersanclguarantees.They
areamongthe strongestofferedby anyonein direct marketing.You can checkthemout at:
wrvw.rodale.comand wlvrv.boardroom.cont.

Next Chapter:
How to closethe salenow with killer orderinginstructions,orderforms and couponsl

Here'sYour ExerciseFor This Chapter:

I couldprobablyput togethera whole courseon the topicsof offersand guarantees.This
chapteris by no meansan exhaustivediscussion.But, it's a very goodstarter.Your job now is

Chapter10-13
to startcoilectingevery good offer and guaranteeexampleyou see. Study them. Copy them out
in your own handwriting.Savethem in files with the titles,"CompellingGuarantees" and
"Compelling Offers". Ref'erto them, model them for your future promotions. Seeif you can add
uniquetwiststo themto makethem better. This "work" wiil pay off in spades.

lr
I I

I Ouick SummarvOf Kev PointsIn Chapter10:

I . H a l b e r t ' s A d v i c e : " S t r o n s c o p 1 ,w ' i l l n o t o v e r c o m ea u ' e a k o f f ' c r . . . b u t . . . i n r r e n r , c a s c s .
a s t r o n go l - f ' c w
r i i l s t t c c e c ci ln s p i t c -o l ' r t r ' e u kc o p v w r i t t c n l r v r r r a r k e t i n gn r o r o n s l , , \ l s t i ,
lr'/i(71 vott halc to say is cnorntously rnore irnporllnt tltrn /rrrx,votr sliv it."

2. Putalotofthor-rghtintoyourol'fcr...and...ntakethebcstol'feryt'rucanrightoutofthc
glrte.

3 . Nla.rirnizeresponseby sweetening your offtr. Wavs to \\\,eetenI'our offer: Ol-fer

prcmiutns/frec bonuses.hLrttrc rvurv ol- "tail" - Iv{akt it clsv to brrv rvith easv
i n s t a l l t t t c n t so r p o s t d a t c dp u v n r c n tr l c t h o c l s- S c l l d o l l a r s f i r r d i r n c s- S c l l t t n c t h i n g t o
o n e p e r s o na t o n c t i n t e - O f ' f e rs i n g l c o p t i o n s . . .s i n e l ep a c k a g e s . .s. i n g l e w a v s t o o r c l c r
( P h o n c o n l y o r d e r i n gh a s p r o r e n b e s t i n a l o t o f t c s t s ) .

I f y ' o ua r e o f f c r i n g s o m c t h i n { rf l ' c e . . .r t r c n t i o ni t r i { h t u p I ' r o n ti n t h e s u p c r s c r i p ta n d / o r

h e a d l i n ea n d s u b s c r i p th e a c l l i n c . .t.h i s i n c r e a s e sr e s p o n s e .

-5. Y i t t r r o l l - c r sm u s t b o t l t b c p o w ' e t ' f i ral n c il r e l i c v a b l c .] ' c l l l h c n r " u , , l r r " ' y o ul r r 1or l ' f c l i n q
s u c h a e o o c ld e a l . S t u d y K a r b o ' s " C a d d r l a c "l c t l e r .

t). C o n s i d e rc r a l t i t t g e g r c a t U S P . l r o r n r o r e i n l o r m u t i o n .r c r r dl l o s s r r rR e c r , e sb o o k , R l r r i i l y
irt ,ldy'crti.sinc. Look fttr it ut a libran, or by searching.
http ://www.trussel.com/f_books.h tnt

7. AII thingsbeineequal,the strongcrvour guarlrntec... thc strongerthe rcsponseto your

offer. Also. the longeryour grarantce.the stron-qer
the response.By the ivay, longer
guarantees tendto not only increaseresponse...but also... reducerefunds.

8. Ways to strenglhcnyour guarantec:Lengthenit - Ofler morethantheir moneyback

- Attach a performanceguarantee- Dramatizethe guarantee.

9. Checkout JohnFordc'scopywriter's Ilouncltableat: wwwjackforde.com

10. Subscribeto Boardroom'sBottomLine Personal(www.boardroom.com) and buy a

book trom Rodale(www.rodale.com).Stud-vand collecttheir suarantees
and offers.
I! l
L----
___J

Chapter10-14
 Chapter11:

How To CloseThe SaleNow With Killer

Ordering Instructiotrs,Order FormsAnd
Coupons!

lot of peoplein dircctresponscspcndvery'little tirncon thcirorderinginstructions.

ordcr
-tormsandcoupons.BIG mistakc.T'heorderform (orclerinstructions/coupon) is rvhere\,ou
-fhcrclirrc.
c Iclsc therdell lir -eorttl. vou shoulduscn()iessencrsvon it... thunyou do lhc rcstol'
y o u r salesnrcssagc.

Tccl Nicholasevcn'rdr,'iscs-rtlrcn rrsingan orcicrlbntr- thut _volrwritc it first. tlis rnuin

reitsttningis ttrat.bccitttscit's stt irttportant.vorr should rvntc it u'hen yorrrenthusilrslnuntl cnclgv
is at its highest. I agreervith hinr lirndamentally...I'm oftcn our of gas bv the end of a
prorntttionand dreaclwriting the order lirrnr. IIou/ever... I cun't sccln to make this upproach
rvork lilr nrc. I\Ilvbc vou c:rn.

I n a t t Yc i t s c .t h e s u b - y e icst L r l t r ai i n p o r t l r n t . . a
. n i l . . . c n r c i a lt o l r c t u a l l yg e t t i n gt h e s a l e . S o .
l c t ' s s t a r tw i t l t t i p s f b r p r c p a r i n gt h e n r o s tt - l ' f c c t i v co r t l c r1 ' o r npr o s s i b l c .. thcn... \\'c ll ntor.'corr
t o w a ) ' ' st o c l o s c t h e s a l ew ' i t h o u to r d e r l i r r n r s . . .a n d . . . u , i t h a l d ' n v i t h o ucoLrpons.
t

l . A I w u v s u s c a h e a d l i n eo n y o u r o r t l c r l i r r n r . . .a n d . . . n ev c r c l l l V o L rrl l r c l c fr t t r r r ru n " t t r t l c r
lirrni"... rrrorcatlvicc frttnr Tcd Nicholas. I lcad this yelrs us() in lris /)irt,t t Llurketirtq .Sri(](.rr.r^r
Letter. And it makes perfect since.

Yott usea heltllincto grabtheirattcntion...just like vou cloin your lcttcror acl. Anclyor-r
don't say"order"because you don't want to remindtherntheyarespendingmoney. "Form" is
out also...afierall, rvholikesto flll out forms...ol'anvkind'l A l'er.v
o1Ted'ssuccessfirl
examplcsarc:

Free Tri:rl Request

Free Examination Certificate
Seminar ReservationCertificate
Free 6-month Trial Certificate
Send No Money

Otherexamples:

Risk-FreeTrial Certificate (or Coupon)

Free Trial Certificate
No-Risk Preview Certificate

C h a p t e r1 1 - 1
 Membership Enrollment Application
Priority Examination Certificate

Basically,you cancall it an "application","certificate"...or "coupon"with no worries.

Althoughapplicationshouldbe usedsparingly...anclonly whenappropriate.Spenda little time
thinkingaboutthe next orderfbrm headlinevou rvrite. It's easyto get lazv andcall it an order
form... I've doneit... often. But, the extra time you spendconringup with a bettertitle will pay
off.

2. Restatein "their" words the big benclit or benetltsthe,vare

-eoingto receivc... and...
exactly rvhatthey are goine to get... likc this:

Y E S ! S c o t tI.' r n i n l P l e a s e s e n d m c ( a t o n c e ) a c o p v o f y o u r b r a n d n e r v b o o k . , , R i c h e s
BeyondBelief'for just S19.95plus53.-50 for shipping& handling($23.,15 roral).I'm reaciy19
d i s c o v e r t h c s e c r c t s t o r n a k i n tgst IhGeG E S - [ ' r n o n c ln, or vf l i f e . . .f l s t e r a n tcl a s i c r t 6 u n I . . t , r
thoughtpossiblc.

3- Rcstate.also in tltcir lvorcls,anv ll'cc bonuscsthcv arc going to get and the guur:lnree...
like this:

DOLTRI-IJYES! I'nt orderinslvithin I I davs.plcrsc alsoscnclnre yourbranclnerr.v frec

rcporttitled: "30 Days'I'o $30,000Starting Iirom Scr:rtch!" I untlersrlnclthat I har,.e gp to one
year to put vollr Inoncvsecretsto use. Thcn,if I an unsatislied tor uny re(rso,or no rea,sonal.l,I
canreturnyour book(in rlir,r'contiition)1bra tLrllrefund...inclurlingshippinga'cl handling-No
hassles.No cltrestions askecl.Bitt no InlltterrvhatI dccicle.
the lust-rcspnr,r.tiee bttnusrc'.rt is
mine to kcepjust fbr giving vour book a risk-fi-eetrial.

I-lerc'shorvthatwould look put togethcr:

f Y E S ! S c o t tI,' m i n ! P l e a s e s e n d n t e ( a t o n c e ) a c o p y o f y ' o u r b r a n d n c r v b o o k , , . R i c h e s
BeyondBelief'Ibr just Sl9.9.5plLrs$3.50lbr shipping& hanciling (S2-1..1-5 rorai).I'm reacly
to discoverthe secrctsLomakingthe BIGGESTmonev ol' my lilc. . . lasterandeasie r thanI
ever thoughtpossible.

fl DOUIILE YES! I'm orderingwithin I I days,plcasealsosenclmt: your branclnew tiee

reporttitled: "30 Days To $30,000Starting From Scratch!" I understand that I haveup to
one yearto put your money secrctsto use. Then,if I am unsatisftedfor anttreasonor no
reasotlall,I canreturnyour book (in anr-condition)fbr a full refund... incluclingshipping
and handling.No hassles.No questionsasked.But no matterwhat I decide,the fast-
response freebonusreportis mine to keepjust for giving your book a risk-freetrial.

On that basis,here'smy order:

END

A few thingsto notehere:The checkboxes.Use them. They work. NoticeI said,not only

Chapte1
r 1-2
 " Y E S ! " b u t " D O U B L E Y E S ! " . . . I d o n ' t d o t h a t e v e r y t i m e . . . b u t . . . t h a t w o r k sNt o
oot i.c e a l s o
thatthe copy is block indented,just like your postscriptsshouldbe.

4. Don't print on the reverseside of the order form. This can draw their attentionaway from
the "one" actionyou want themto take... filling out the orderform and ordering.

5. Enclosetwo orderformsin yor-rrpackage...evenmoreailvicefrom Ted Nicholas. He says

a secondorderform canincrease salesbv Lrpto 5OVo.I haveno ideawhy this works...but it
does. Still yet anothertip frornTeil: InclLrcie a returncnvclopein your package.Tliis can
i n c r e a s e r e s p o n s e b y u p t o1 3/ 33V o .l t d o e s n ' t h a v e r o b e a B R E ( B u s i n e s s R e p l y E n v e l o p e ) . . .
's
one whereyou pay the postage.There almostno difl'erence in resultswhen thev havcto Durit
stampon thc envclopc...cxccptth:ltvou savccFritca bit on l)ostase.

6. Hide yottr orderform. I learnedthis frorn Halbert. What you clois put your orclerfornr
(andreturncnvelopeif yoLrincludeonc) in a smallersealcdertvclope (like a #9) antlinclutlcit in
thepacka-ue.On theoutside-in bluc ink-vou want ro Drinr:

"Pleaseopen after -vou'l'cread nrv letter.t,

- Your n:rrne

This hasthe advantageof helpingto disgr-rise

yolrrsrlesnrcssare (somewhat) as an actual
pcrsonalcotnnrullication.Anclalso.it helpsto kcep thcnrli'onrrcaclingthe orclerform ancl
tnakin-u
a snapyes/nodccisionbelbrc thev'veactuallvhada chanceto be solcl.

7. Fill out theorclerl'ormyoursell-tt'r

nutkesurcthercis cnough[oom. Also.checkto rlake
sllreyou asklbrall of thcircontactin1o...and...theirpavnentinlbrrnation.Inclucling, if vou
aretakingordersbycredit card...a line to leavetheircarclnuntber...a linc fbrthe expiration
date-..antla lirlefbr thcir signature.I know this seenrsbasic...but it's casvto forgctthis stufl'.

8. lncludeyour contactinformationsomei.vhere on theorclerform. I typically put it at the

bottonlsomewhere.MAKE SURE your utldrcssanclorclclingnurnbcrsare CORRECT! Triple
check 'enr. Everyonein directmarketinghasmacJe this mistakeat leastoncc (if no, more than
once).Sometimes it's slightlyfunny... a iot of times,it's not funnyat all.

9. Usea brokenor dottedborderaroundyour orderfornr. I'll show you someexamplesin a

minute.

10. Yellow is the most responsivecolor for orclerforms. Eithercanaryor bright yellorv.
Don't usegreen(in any shade).It remindspeoplethey zuespendingmoney.

11. Use a deadlinedatestampedin red on the orderform. Make this hand-stamped

if
possible.It works betterthanan "obviously"printeddate. Therearesomeprintersthatcando
this...or... at leastmakeit look hand-stamped.

12. Order formscan colnein many shapesand sizes. I typicallyuseeithera half-pageorder

card(8.5x5.5)orafull-page(8.5 1 xl ) . I ' v e s e e n t h e m a s b i g al ls x 1 7 t r i - f o l d e d .

Chapter1l-3
 lVinning Order Form Examples:

On the next few pagesare somewinning order form examplesyou can pick apar-tand model.
The first one comesfrom Halbert. The last two aremine... one for a financialindustryclient...
and... one ftrll-pageorderform I wrote for Ja1-Abraham.

Chapterl1-4
I- -- I II- - I I - - I I TI-II I II I II IIITII I II I I I t

l. r I

I Dear Gary, Three Easy Wavs To Order!

I tr YES! I have decidedto renew my subscriptionto your D By PHONE! Call us from 9:00 a.m.to 8:00p.m. (EST)
newsletter("The Gary Halbert Letter") for a period of three MondaythroughSaturdayat... 1-800-555-5555
y e a r s .I a m e n c l o s i n $
g 5 8 5a sp a y m e nitn f u l l . . . a n d - . .a s a tr tsy FAX! Just fill out this forni and fax it to us ASAP. Our
bonus...I will receiveall I 8 of the audiotapesof vour recent f a x l i n e i s o p e n2 4 - h o u r s , 7d a y sa w e e k . . .a n d . . .t h e f a x
seminar"How To Write A SalesLetter That Will Make You n u m b e ri s . . . l - 3 0 5 - 5 5 5 - 5 5 5 5
Rich"... plus the entire355 pagesof the writtentranscriptsof n By \IAIL! Justfill ttutthis form and sendit rvith vour
thosetapes.Not only that.I lvill alsoreceivethc follorvine checkor nlonevorderin the amountof $585payableto GARY
specialbonuses: HALBERT, A selt-addressed returnenvelopeis enclosedtbr
your con..enience.
Ilonus #l: The AmazinsReodv-To-Go-Sales Letterthathas Charuern1': I Visa U ru'lasterCard
a l r c l t l vb e e nt c s t e da n dp r o v c nt o b e p r o f i t a b l c . .r.v l r i c h . . I.
c a n u r - . ' t og e t n r v r n a i lo r d e rb u s i n e susp a n dr u n n i n gi n 7 2 Card Number:
hour' ,r less.
'
l | , : r u s# 2 : Y o u r " s c c r c tw e i l p o n c o l l e c t i o no f - 5 7 Exp. Date:
N{ast,picceLcttcrsthlrthevcalrcarlvpullcd in untoltlnrillir-rrrs I
in pr Lt. I can usecachof tlresealniostinrpossible-to-tincl
l e t t e : o s p a r kr n v ( ) w nc r e a t i v i t y . .a. n d / o r . . I. c a n u s ct h e ma s
Signature:
I
"telrr rtes"for nrv o\\n copvrvritingidcas. Print Nanrc: I
I
I r rJerstandI cancancclrnv subscription
to vour ne*'slctter
at an' time and receive a complete and pro-rata retund ttf the
Address: I
c o s t r , i r n l ' s u b s c r i p t i o na. .n. d . . . i f l d e c i d c t o c l n e c l . . . Citv: I
I
I Still Get To Keep All The l-ree l'apes
And Written \Iaterial Describedin Your l,ettcr!
State: 7)p Co<le: I
'l'elcphone
:
I
O n t h a tb a s i sh. e r ci s r r r l o r d c r l I
l-ax Numbcr: I
I
I I
I- TI E T-II-- E-- - II - --II- - I I--III I- - --II I

lrrI
! "Short-TermTrading SecretsBook 60-DayRisk-FreeTrial Certificate"
I tFor FastestServiceUseYour Credit Card And Call Toll-Free:1-800-555-5555
Ext. XX)
tr YES! John,I'm orderingwithin 11 days. Pleasesendme at Phone
once your short-termtrading secretsbook lor my 60-day risk-
i free trial. I understand you won't considermy orderfinal until Fax
I at least60 daysafteryou've sentthe book. That will give me
plcntvof time to thoroughlycheckout the secretsit conrains. E-mail
I And. if for on-tredsott.or no reasonut all I' m not 100%
I satisfled.I can sendthe book back(rn any condition)... I I'm enclosinga checkfbr $40 payableto Blank
I and...vouwill sendme a full and fastrefundof everyclirneI Inlbrmation.LLC.
p a i d . N o e x c u s en e e d e dN
. o q u e s t i o nosr h a s s l e s .
I f] Plcasechurgemv:
( ) . , \ r n c r i c aE
n x p r e s s( ) V i s a ( ) N { a s t e r C a r d1 ) D i s c o v c r
I tr DOUItLE YES! I'm orderingwithin 2-t-hours.Pkase
I incluclcthe hot neu'bonusreporttitled:"IIou' To Nlake Crc-ditCartl#
In T'radingProlits With Just fwo (2) Sinrple
I $1.2;1,1.{)0
l)honc Cllls!" I undcrstanrl this fi'cebttrrusreport-',llucd at Expirltion I)atc
I $97 is niine to keepevenif I decideto returnyour book tbr a
I refur:1. On that basis.here's m_\'orclcr: Signature
I R u s hS h i p N I y O r d e r ' l ' o :
Narnc T'o Order llv Chcck: lvlailTo - Blank Infbrnration.l-LCl.
I 1 2 3A n 1 ' B l r d . .S u i t e5 5 5 . A n y t o w n .L l S , \ - - s _ 5 5 - i - i
!
:
I Aclclrc For Faster Service: IraxTo - 1-5-55-XXX-X\XX. -l lrc flr I
I linesarc opcn l4-lroursa clav,7 tlu1,s
'fhe
a rvcck.
-foll-Fre I
Citv State__ZlP
I For FastcstScrvice:Call
OrderFlotlineAt: 1-555-XXX-XXXX Ext XX
24-Flour. c'Pri,r1j1,1, -I
I I
 l-I - E---rIII-- I I I E I II - IIrII -IIII I- - IIIr
Ir l
I .__ - I

i "UnleashingThe Hidden Profits Within"

I pisk-FreeProgram RegistrationCertificate!
(For FastestServiceUseYour Credit Card And Call Our
t4-Hour,Toll-FreeRegistrationLine at 1-888-883-S888.)
a
! n YES! Jay, pleaseregisterme immediatelyfor the "Unleashing The Hidden Profits Within,, programl I
| ."rlize the full valueof this exciting,new prograrnand the Double"O" Matrix discovery...ancl...I want to
| *rximize the true prof-itpotentialof mv business.I unclerstand this is an entirelyrisk-fieeproposition...in fact...
better-than-risk-fiee. 1. I can sign up, get the pre-programworkbookrviththe Double"O" Matrix over.",iew...
I
thcn... run mv busincssthroughit eithernrentallvor fbr real. Ancl,il'I cion'ttangiblvsee(or get)a
I $_l_QllQQlfqIU
r v i n d f a l J . . . I c a n r e t u r n t h c r l t a t c r i a l s f o r a l i r l l r r n c l t n s t r eI cf iar n
n cs li .g2n. u p a n d s e t t h e p r c - p r o g r a m r n a t e r i a l s .
I
.f tto. I cencotneto theprogrem(with onc aclditional personat no extracclst)...and...if ['r1 not satisfiedfor any
!
t r e e s o nI h
. l l v e u p u n t i2l p . r n . o n t h e l n d d l n ' ( r i l t n o s t hra. vl fatrh r o u g h t h c e n t i r e p r o g r t m ) t o l s k f b r a p d r e c e i y e a
|r..,ttltttdiIrtnlecliatere-litncl.Ia|stltrtttlcrstlttltl.tlrltti|Iclrotlse,|cltnpltrineasyinstllIlnlcttt
rp lbr thc "At FlontePanicipation"pro{ranru ith a gencrous, $ l,-500pre-programdiscttunt.
I
I Attd Il:t. I unclerstancl that all tlttrsegenerc)u\tcrms arc only ,qrtttrurttct'tl tg tlre [lrst -5()pe6plt'thlt rcgistt_:r-.
i On ]
I r r t l ' r u s i sl.' n t r e g i s t c r i n gi r n n t e d i a t e r l3yn , 1c h o o s et h e o p t i o n t r e k t ' u r , : ]
li
I I Pleaseregiste r me fbr the "LlnleashingThc tlicldenProflts['ith in" progrartrand I'rn pal,ingirr flll. . . nrl single I
I t"gistrationlcr-:is $-5,0(X).
l-l fl Pleesercgisterrneforthe "Llnleashing
| The l{iddenProfltsWithin''prosramand I'rn pavinein errsyinstallnrent i
i n r r V r l e n t \ h v c r c ' d i t c a rPdl .c a s e c h a r s e n i v c aS
r cI .l 0 0 0 n o r , v u n$c5l ( X ) p c r r n o n t h f o r , s t n o n t h s . I
rl
t
tr Pleaseregisterme now for the "Unlcashirrg'fheHiclclcnProfits\\'ithin-At Honreparticrpation"programancl I
l ' m p i i y i n g i n f u l l .M v s i n g l e p a v r n c n t p r i c c i s 5 3 . - 5 0 0 . . . a f u l l $ 1 . - j ( X ) d i s c o u n r i f l r c g i s t e r b e f b r e t h e . , l i v c "
I
I Orngrarn is lrt-ld.I rvill nclthe clr:rrged trtttilrnr puckagcships...lrpproxirnutclv.l i,r,ccks aflerthc "live" prtlgnrnr.
i
| -
Dr.-.^.-.-r. --- - , ."Unlelrshrng
.,,,
l)leasc'
! registerme now |tor -thc The HidclenProfitsWithin-At Home Participatiol"pr.osralrand
I
i :
ttt palirtr:in crsy'insliillmcnt pavnrents bv credit card. Pleasechargernvcar{ $-500(whtn irruprgt,,g.*sltipsl rprl
: I I
S:S0 pcr nronthlirr l2 rttonths... $3.500totll.. . a lirll $ 1.500discountlf I rcgistcrbclbretlre"live" pri,gr"nr
i* |
! -.
I n e t d . I u i l l n o t b ec h a r g e d u n tm
il vpackar:cships...approxinratelv-[r.veeksafierthe"live"program.
I
I Pleasccompletethe infbrmation below.:
Nalre i
; Conrpany_
I
i
! Ad..r.r, I
II
I ci,y State- zLP- i
t- Phone I
I Fax_E_m.il
i
I
! n M y c h c c k ( i n U S f u n d s ) t b r $ - p a y a b l e t o A b r a h a m P u b l i s h i n - c G r o u p , I n c .' i' s e n c l o s e d . |
r -! rPlease
, L d ) scharqe
! ' d r g emy
m y( ))AAmerican
m e r i c a nExpress
E x p r e st( sl)VVisa
i s a {( ))M
MasterCard
a s t e r c a r d(l t)DDiscover
isior..
i i
I creditcotd#' E*p.Date- a
l^i Sisnrture
r --c-.-'--"
t 1
I -. - |
! F'orFast Service
: Mail To - AbrahamPublishing
Overnight Hiddenprofits,
Group,lnc.,Attn: Llnleashing !
. 27520HawthorneBlvd.,Suite263,RollingHills Estates
, CAg0274 |
I For FasterService: FaxTo (310)555-5555.Thefax linesareopen24-hours a day,7 daysa week. I
r_i
II For Fastest
- --^ ----"- Service:
"-' Call The 24-Hour,
, u r ' Toll-Free
rvrr-r r u s IRegisrration
\cEl)tl4Lrutl lLine At:
--lllg A L : l-888-888-8888.
l-OOO-OOd-O6dd,
I

!- -- rr r rr r r-r r r r r r r r r r r r E - r E r r - - -r r- - -!
 How To Close The Sale
Without An Order Form
In Direct lVlail

Sometimes I don't usean orderform in mv mail packages.I don't havea nrlefbr this...
and...it's somethingyou'll havcto tcstasainstusingonc. Actually,I usethisapproacha lot of
timeswhenI'm sellingsomethingsimple(like an inexpensive book)...or... whenI'm trvingto
makemy lettercomeacrossas personalas possible.In anv crase. -vou'llhaveto testboth
approacires to frnd out whiit wrtrksbestin your situation.

Here'sthe basiccopv I use:

It's Easy To Order:

anclthc w()r(ls"RichcstscyonclBeliel'
All you havc to clois rvritevolrr nan'leand aclclress
Book" on a pieceof paper.Enclosethis pieceof paperin an envelopealongwith a checkor
moneyorclerlbr $19.95plus$3.50shippingand hantlling($23.4-5 total)andsendit to:

Scott L. Haines
Dept.555
7107S. Yale Avenue.#295
'I-ulsa.
OK 7rl136

Clhecks rntl Irtonevorriersshoulclbc nraclcpayableto "Scolt L. Haines".Il'you rvantto order

by creditcard.pleasci"ritc )'olll nurnc(asit appears on thc cud), address,creditcardnumber
andexpirationdatcon thepieceof the paper...signit. encloscin an envelopcanclscndit to the
r r d d r c sl sr h o cr . O r . . .

For Extra Fast Service...

Pick up thc phoncandcall mv priorityorclcrl-otlineat:

l-800-555-5555
Ext. 555

That's a toll-fiee call, it won't costvou a cent. You can cnll2l hoursa day,7 daysa week.
Justhaveyour creditcardhandyand tell my staff that you want my "RichesBeyondBelief'
b o o k . . . .a n d . . .t h e y ' l lt a k ec m eo f t h er e s t .

That's it. As soonas I receiveyour order,my "RichesBeyondBelief'book will be sentto

you immediately-wittin 24 hours-by flrst-classmail.

That's aboutas basicanclclear.isyou can get. Pleasenotethat I've cociecl

both the adclress
and orderiine numberfbr trackingpurposes.

C h a p t e1
r l-8
 How To Close The Sale In
Newspaper And NlagazineAds
WITH And WITHOUT A Coupon

The first thing with coLlpons

you must decide is.. . shouldyou or shouldyou not usethem?
The answeris, it depends...ancl...you aregoingto haveto testit. I've heardabout(andhad)
many successes with and withoutcoupons.For example:

I oncehearclJoeSugannansay that.jLrst puttinga clottedcouponborderaroundhis ordering

instructions-€venthor-rgh it rvasn'treailv cver-la coupon-incrcasedresponseby 2oc/c. t-Iesaid
it rnadehim sick rvhcnhe rcalizeclhou' much more monevhe rvoLrldhavernacieover the vears
liadhe testcilit carlicr.

Dan KenneclyandJeff Paul,in thc famousacl."[Iorv You Can Iv{ake$-tr,000.00 A Diiy, Sitting
At Your KitchenTahlc,In Your Undr-r'wear" tr:sted.iust
a br,rx--nota dottedline-around the
ordcrinstructions...
and thatincreascclrcsnonsc.

So, hcrc's the ricldleon coLtpolts:Il'_youarc doing an editorial-tvpcacl,will the coupon clue
them in that it's an acland rccluceresponsc'?Or, rvill it lct thcln knorv that there's sornethingthat
can be ordered and increaseresponse'l Truth is. I don't know. And I suspectit can work both
wa1'sclepencling on the situation. So. asein. you'll have to tcst it and get yourclu'n rcsults.

To that end. I'm goin-t to shor.vvt-ruhon'ttt rvrite a killer collpon... and... how to close the
salc without one.

Writing a greatorderins coupon is not rnuch ditferent than writing il grert orclerfbrm...
although vour spacemay be more lirnite cl. Startine on thc next pagc, I've reprinted several
classic coltpon cxanrples--rvith and u'ithoLrlclotlctlhorclers-you call nrtlclel.

One thing you shor-ridnoticc is that tireseexamples are onc-column wide. They arc fl.om
threc-column ads. This is the tbrutat thut w'orks best in space. Sonretimesin newspaperspacc
you will have more coluntns... dcpcndingon the sizc of the acl. Which nteanssome.imesyour
coupon may take up two or three coiumns. But in 8.5 x I I publications,three columns with a
one-column coupon in the lower right-hand corner works best.

C h a p t e1
r 1-9
 ClassicWinningSpaceAd CouponExamplesWith And Without DottedBorders:

I BierhausInternational,
Inc. From the Jeff PauUDan Kennedy ad I
! mentioned earlier that successfully used Here's how mastercopywriter Gary
3723\Vestl2th Street.Dept.D-9.1 : just a box iiround the order instructions: Bencivengadid it succinctlyand
Erie.Pennsr'lvania
165l)5 powerfullywithouta bordertbr one of his
, i
I LET'S WR,\P THIS UP: ads:
Pl."r" sendmethefollowinsNlini-brewerv: I
I have perfeoed a very unusual N{ail-Order
I n BasicKit For$39.95(as-described above) I
N'loney-making Svstetn.the ideal home business. All this for $49.!15(+ $6.00 shipping&
| 0 Super Kit for $59.95 (lncludes trvo I
t h a t g i v e s r l e o l e r $ . 1 . ( I ) 0 . 0 0A D A Y : r h a r I handline.) For fastcstservicc,call norv (lJ
I t'ennentationtanks and doublc ingrcdients
I r e a l l yb e l i c v c) ' O t J c a n l e a m a n t l u s e .t o o . I ' \ e hours.toll,free):
-1
allowrngvou to brcrvup to 12 Sallons---over
1 ; dcscnbed E\TERYTI{ING in my book. and you 1-800-s55-JOBS
cases)
I | can have )our copv fbr just S11.95 - (r-800-5-<5-5555)
'fhat
I N",,,. - - s e t i s f : r c t i o na b s t t l u t c i v q u a r a n t e e d . T h i s i s . Ask fbr /z/en'rcws ll'in Jobs plus the
----t I (ive frer reports. Your reportsivill be nrshed
| h o * c | c r , a l i l r r r t c dt i n t e o f f t r . I i n t c n d t o r a i r e
t h c p r i c c o l r l v b i x t k s o n r c t i r r rsr o : on. Anti to hc to you bv Priorin'Nlail fbr delircn' in firc
\dtlrcss ''ovcrbr;:ird"
t o t a l l t ' ,e v e n t a i r t o r v e r r h o d v .l ' t n busrness davsrtrlcss.Or rou ntavnteila check
l o i n g t { ) i i l r i t t h e n u m b e ru e s e l l t i r i sv e r r . S o . to:
Citr Stete_Zip__
\ o u n c e d l o r c s f o n r lr r o t . T f ) ( ) R I ) l l l t W t ' f f l I l c n c i - V c n t r r r e sI.n c .
n 1 ' l r c c kc n c k r s c d
\'()LIlt VISr\. Nl,.\STI:ltC.\RI) OR . i 5 - <. \ r r r ' . \ r ' c r r r r t S
. . r r i t c5 - r . <
I t liar{c to IIastcrC]arrjr-rr' \ tsa
,{-\lEIt ICl,.\N I-.XPIihS.S, Cr\l-l. l ()LI- lrli I..E Anvtown. Ncrv York -<5-i5,<
1 ' O l - 8 0 0 - 5 , { 55 5 . 5 5 .E X T . A A 5 5 S h c l l r a k e (N.Y.Stute residentspleu.seddd salest&r.)
Expires__,, _
( ' P e n n.s ania rcsidents.plcrrser'nckrsc6('l sales vortr orde-rand sc'cthat vour book gors out to One'year full,rnonev-backgulrantce for i4rr
v o u i m r n c r l i : Llt1e, .l l r r n u * i t h n r v p r i \ r t ! ' I ) h ( ) n f rcrsor). oo quibhles. T'lk,se stntttcies musl
1 a x . A , ,!ftlcrs shippcd t-iPS unlessoll)crl'isc
spccilir n u r t t b c rJ. r r c r r l - o f r v c r r l h i n gJ ' r , ct o l r l r o r r -; r r r dr r x'ork, or yttu pu1' ,rothing.
\,Ot.I PAY LIPS C)IAIt(]LS ON
l , ' 11 1 1 , ' 1 l. r' l. r r t ' n l' tr l i l r , u , r rtr, r t c l l r . ' r r : r l , , . r r t .
IlLt_t\'l i l ) ' . )
( O r n r a i l v o u r c h e c ko r m o n e v o r d e r l i r r g l . 1 9 . 5 Hcre's one tiom L)rcrv Kaplan tiorn his
p l u s S - 1 . 5 0s h i p p i n l h a n d l i n g t o : J P I ) K . [ n c . . t : r m o u s D A K c a t i r l ( ) g( w i t h o u t a b o r d e r ) :
I.'()R F,XTRA F'AST SIaRVICII call us at
( t l l . 1 )5 5 5 - 5 5 5 5f i o r n $ : 3 1 a) . n r .t o 5 : 0 0 D . r n .a n ( i lll I I W. l)ichl Rd.. Src. tr00. Dcpr. A.\.i5.
N l r J l c r r i l l t :I-L t r 0 5 6 i . ) Y o u c : r nl u n t t r i u r b l t e k A T W O I , I N I . ]W O N I ) I J R R I S K I I R E U
charlc t0 Vislr Or !lestc('arti
J o n r r r cr i g h l n o * , l n d i t : n o r ec v c r r t l r i n gI ' l ' c s l r i d C a l l y o u r t i i c n d s . F e e la n d h c a r t h c t l u a l i t v
- ' b u t w h r ' l N l a l h e n r v S y s l c n tc l n f i e c v o u
I
-i,ffiv..t,T, --1 l r o r r r r r r o n t : \w ' ( ) r r i c sa n d d a y - I o - t h t d r u r l g c r r
of this phone fol vourself. Thcn try out the
conferc'nci:fiature.
I GITEEN T.RUHr'RISS. INC
l i r r c re r . F i n d o u l I l f y o u ' r c n r ) t 1 ( ) ( ) l ?s' a t r s l l c ( 1s.i l t r p l vr c t u r n
['S: \\',\li\lN(i: t{i|-t_,\ltY ,t
I l f n ) l \ \ r . I l r h S t . D c p r .5 5 - 5
CLI.\'|ON AND ,\LI- POLITICIANS IJ,,\\'I
}}tt.l_ r h e p h o r r ct o I I . A K w i t h i n - l ( )t l a v s i n i t s o r i g i r r i i l
ic. PA -s5-555 bor for a courlcttusrefund.
BI(; PI,,\\.S FOR YOUR FIARD EARNII) 'fo
order your TelcConceprs Tu.o,l-ine
f\'IONLY 'li)nc,/Pulsc
, c a rB u r l . P h o n c u i t h I f t r l t l . C o r r f c r e n c el l n ( i
F o r t c t r r l l t l t c l r o o p l r i l t :t h c ' r i c h " ; r r c \ ( ) - f S r i ' r l c h i n gr i s k f r c c u i l l r r o r r r e r c t l i r c r r r l . e r r l l
t : o i l ] g t o l r c ; r rl l r r b u r r l c nr r f a l l t l t c l l c \ \ t i r \ L ' s t o l l f r c c o r s c n t l l o t r r c h e c k .n o t f o r l h c L l pt ( )
Pl('aso scnd mc vorrr starlinc n)al!-rirls
n e c t l c d t o c o r e r S o c i l l S c c u r i l _ "s- h r , r t l a l l s . { l 1 9 l v e h a v es e e nt h e T h i n t i ) n c r r rs e l l i n gf o r .
cntitlcd IJr)11dr In Ilur ,\loiibox. But don't
h c r r l t hc l r e . e t c . . e t c . - i t ' s t h c r n i r l d l cc l a s s . S e n d . j u s$ t 5 9 f c r rt h e D e s k N l o d e l ( $ . 1P & l l )
d e p o s i tm r c h e c kf b r . r 0 d t r - v sW . h r t ' s m o r c .i f I n t i t i r i l r i n e c r r n e' u i r g c s l a l e ' t h t r h l r x : t h e i r O r d c r N o . 9 8 J S . O r ' . i u s r$ 6 9 ( $ - 1P & H ) l b r t h .
k t c l ' 1 1 ' t n . r f t ' r i : r Il r' , r J \ ( i r r . l t ! i r l ' t i ' l r . l(
s i g l ) t ss o t o n . \ ' O U : t r ct h e l r r t ( . 1 . l l r c o n l i , r c l r l Thinlirrrt'rrr. Order No. !)t.1()
t t t r s c l l . . n d I ' r n r : o t d c l i l l r t c i l* i t l r t h e r c s u l l s . r v a v ( o 1 l r : h tb l c k i s t o r n a k es o r l l i r n c r lr r r r r c l r
v o u ' l l r c ' r n d r n v p u l c h l s ep r i e ei n T i i / / . O n r l r a t DA K lrr-lX tS'l'RI[.S INCO RPO RA'IF] I)
moncv llrat uhrt you hare lclt AFI'LII rheir .T'OL[,-FRIIE
b a s i sh e r ' r s n r 1 $ . 9.9-5. ORDI'R I-IN|j
d a n r a g ci s s t i l l f a n t a s t i c .T h a r ' sr v h c r eI l m O f For creditcardordcrscull f-1 hoursa dav. 7 drrs r
c o u r s c .I e a r r r r o a t r l t ld o N O - f g u i i r r n t r - yeo u : t n v u,eek
D Clr, 'k or N,lonevL)rrlerl)avahlcTo "(irccn
ctrtain iltlt()unts ol prolit or irrcorrre. C/\1.1.'t()l.L-fRlrli...l-1100-555-555-5
TrecIlr" ;'[nclosetl
I n d i v r d u a l s r' c s u l l s v l r l v a l o t . A w h o l c k r t o l ' 55555Arr-v-.
Street.N. Ilollvu'ood,C,\ 55-i55
pcoplc gct nrv infbnlation but never do
NANlE
a n y t h i n gr v i t h i t . a n d I c a n ' t h e l p t h a t . B u r t h c r e Here'sa classicexamplefrom one of
ARE pcople jusr like you. tbllowinu nry '[his
ADI)RESS thc old CharlcsAtlas ads: is how it
i n s t r u c l i o n sa. n t l c r c a t i n gt , e r vb i g i n c o r n c s .[ t ' s
uscd to be done whenjust going tirr le:rds
up to vou. \'ou can sit thcre irnd rvatch
CITY
h e l p l e s s l ya s W a s h i n g t o nc h e n s u p y o u r t a k e
h o m e p a v . . . o r y o u c a n c h a s ea f t e r s i l l v p i e - i n :::::
STATE ZP
t h c - s k v , u n p r o v c n g c t r i c h s c h e r n e s , .o. r y o u i-CIIARLES A'[LAS, Dept. 8r\ I
FOR EX-[R{ l;ASl Sl:R\'l('E. VISA AND a
crn let rne tcach vou a proven. trulv practical 1 1 5 E a s t 2 3 r d S t . , N . l ' . 1 0 ,N . Y . I
rvrl to junrp up tu sucha hucc incorrrc
NIASTERCARD ordcrsmry call TOLL FREE I s i t b a c k a n d l a u g ha t t h e p o l i t i c i a n s .W h i c h i s i t
- t o uc , l n
Send me-absolutely FREE-a copy of vour
I
Il-800-555-5555
Q n r ) < 5 s < < < < ,ueekdars
. --1,i...- f-^- o ^ -
from9 a.m. 5 p m. !|
,^ < - -
to to bc? famous book, "Everlasting Health and I
ErstcmTime. I Strr-ngth"- I
32 pages, crammed with
photographs,answcrs to vital health qucstions
a n d v a l u a b l ea d v i c e . I u n d e r s t a n dt h i s b o o k i s
mine to keep and sending for it does not
obligaterre in anv rval'.

Narnc
(Pleaseprint or u'rite plainly)

Address

; cirr srare=-_-- i

C h a p t e ir l - 1 0
 Closing The Deal In Lead-Generation

One last thing:If you aregoing purelv for leadsin your ad or salesletter... and you are giving
away freeinformationof somesort... the bestway to do thatis with the free reporVtreerecorded
message close. By the way, this has beenprovento increascresponse by as rnuchas 1,9002o...
the reasonbeing,it lets them know they arc not going to be "soltl" when they call. A big
fear of
mostpeople...andrightftrllyso. Here's horvthat reads:

"And the rvav I discovercd this scrvice r.vusliterally acciclental.

I clon-t havc space on thrs tinv
postcard to tell you the full storv. However. alain. with vour pcrnrissirrn.I'd
like to sentl vou ,, i..ru
v a l u a b l e .e v e - o p c n i n gf i e e r e p o r t t h a t e x p l a i n sr n v d i s c o v e r y i n [ u l l d e t a i l . . . i n c l u d i n s . . .
horv yolj can
gct in on this clclll anclstlrt nraking nr()ne\'-a lot of rnonev-in irs liule as 1,1
da1's. T' gr-{tlrc rcp.rr.
just call rny frce recrlrdcd ntessagelrt:
f -800-555-5555ext.S55
(2,1-Horrrliree RecordedNlessagel
Tlutt'sa toll-frecclrll- It wcltt'tcostvou u cenl. Arrclvou cancull l-1 lrorrrs
a dav,7 cluvsu 'u,cek.
Lcavcyour nameand ntailingltddressand nrv free reportr,,'illbc nrsherlto immcclintclv
bv l.irst-class
m u i l . C a l ln o u ! "

That's altttostthe cxact salnecopy I uscd reccntly on a p()stcalcl that got a l3% response
mailing to cold lists! A couple o1'things:L When using this approach...your
superscript
hcacllines h o u l cbl e . . . ' F r c c R e p u r tR c v e u l s . . . ' o r ' F r c e B r l o k R c v c a l s . . . . .

Next Chapter:
Ilor.vto nrite a postscript
(p.s.)tlratrnultipliessalcsl

Here's Your ExerciseFor This Chapter:

Copy out (in yollr own hanclwriting) the orcler fonrs/instnrctions/couponsin tiris
chapter.
Also, star-tcollcctingyour olvn exanrplcsol'killer <irclerfil'nrs/instructions/cou'.ns
ancladd thcrn
to vour swipe file.

II

Ouick Summarv Of Key PointsIn Chapter11:

1' Useas muchencrgyand entlrusiasm when writing your orderform/instruction/counon
as you do on the restof your salesmessage.Try writing your orderfbrm (etc.)
first as
Ted Nicholas suggests.

2' Alrvaysusea headlineon your orclerfbrni... and... nevercall your order

fbrm an ..ordcr
form". Someexamples:Free Trial Request- FreeExaminationCertificate-
Seminar
Reservation certific:Lte- Risk-FreeTrial Certificate(or coupon)- FreeTrial
Certificate- No-RiskPreviervCerlif-rcate.
I
L_f _trrgig,"jtriwords thebrg.b=tgLgbelsllls
thevrgggin:jo_.l=..tl.;l3d;__.f

C h a p t e1r 1 - 1 1
 ick Summar KevPointsIn Cha ter Cont'd:
exactlywhattheyaregoing to get.

Rcstate,a lso theirwords. anv l'reebonusesthcv Or-ll n ()

5" .''b to ub F" 't and thc guarantee.

Don't pnnt on the reversesideof the orderfonn

6 . Enclosetwo orderforntsin vour puckageto increasesalcsup to 50(ic.

1 . IIide yotrrttrclerfi'rrmto makc vour packagetnorepc.rsorral

lrnclincr-crrse
rcsp()nsc.

8 . Fill out the ordcrform yourselfto nrakesurethereis enoughroonr. Also. chc-ckfo

mltkesureyou askfbr all of theircontactintb... and.. . thcir pavnlentinformution.
Inclttdcyour contactinftrrtttationsonreu,lie
re on thcrrtrclcrfbrrl. N{AKfj SIJRITi,our
addrcssand ordcringnurnbersareCORRECT! Triplc check .ern.

9 . llsc a brokenor dottedbordcrarounclvour orcle:r

lirrrn.

1 0 .use eithercanaryyellou,or bright yellow papertbr vour ordcr forrls. Den't use
grecn...it rentindspeoplcthcv arespendinerrx)ncv.

l t . Usc a clcadlinedatestanlpedin red on thc clrdcrfbrrrr

12. T c s t c l o s i n g t h c s a l c r v i l h a n c lv u i t h o u ta n o r c l c :lr' o r n ti n s a l c sl e t l e r s . A I s o t e s t a c l d i n c
sell'-acldresse r edp l v e n v c l t i p e. I n s p r c c a c l s ,t c s t c l o s i n g t l r c s a l e r ' , ' i t hu n d w i t h o u t
d o t t c d - b o r d e rc c r uD ( ) l ) s .

l-1. Usc the flce rcporvf l'ee rccrlrrltcl rnessagcclosc in lcircl-ge

neratiou
; inrprovcrcsponse
bv up to 1,9()0%.
tr 'l
---.:

ChapterlI-12
Chapter12:

How To Write A Postscript(P.S.)That

Multiplies Sales!
"With a rvell-craliedP.S.volr can as much as triplc rcsponse
to jvouroflcrs!"
- Ted Nicholas

fl efbre I tbrget.yoLrshtlttldltlrvltvshltvc lt signatureat thc cnd ol-yonr salcsmessu_gcs. 11'vrtur

IJ lettcris indentecl. . . anclit should be... thc signatureblock bokrngsabout 3/-l of thc u,'av
o v e r . . .l i k e t h i s :

Sinccrely,

(--r^;r / I -
a2YcllJ L ,4/c-.-',"----
ScottL. Haines

As tiir as wavsto si-unoff... I kecpit sinrplc. I just sav"sinccrely".'fhcrearc nranyother

w a v s t o c l o s c v t t u r m e s so
a lgl te. . . b u t t h i s i s a r v a y v o u c a n ' l - h a r u l l y g o w r o n g w
Sai tvhi.n g
thingslike "Your Friend"or Sincere lv Yours"or "To Your Success" canbackfire."sinccrelv"
is bcnignandwttn't bc takcnol-fensc to... thcrcfttreil's sal'cyct still eff-cctivc.

By thewav, eventhoughl didn't above-bccausemy entirecourseis printeclin blackand

white-vou ulu'tn'swiintto signin blrreink. Ted NicholassavsProccss BlLreproducesthe
highestresponsL'.
Also.you r.vant lirur spaccsbcnl'eenvour "sinccrcly"antlvourprintetlnanic..

Norvontothc P.S. Depending on 'nvhovou listento, thc P.S.is eithcrthc first,seconcl

or t6ird
tnostreltclclenlento1a saleslettcr. Sortresay it's betbretheheadlinL'...or aficr. C)rbelbre/alier
the orderform (if you don't hide it). But whatever.What we ciin all agreeon is tlat it's "one"
of the first-readelements...therefore ... it's of extremeimporlance.

That beingthe case,you want your P.S.to be compelling.Hereare someof my favoriteways

to rvritea P.S.alongwith examples:

lVlentionOr Remind Of Deadline

P.S. This offer expireson BLANK DATE. So, ordernow, beforeit,s too late!

Or...

P.S. Rernembcr.this offer expireson BLANK DA'|E. So,ordernow, beforeit's too latel

Chapter12-1
 Additional Bonus Or BonusesOr A o'Nlystervt'Bonus

P.S. Also, don't forget,thereare only 53 of the ($2,500.00value)freemysterybonuses

available.Oncethey're gone... they're gonel Fill out theenclosedorderform andfax or
mail it in now, today!

P.S. As a special,surprisefree bonus,rvith your guide.I'll includethe telephonenumberof-in

my <ipinion-the most valLlablehealthrcsearchcrin the r,vorld.[f you or a loved one has
anvkind of rnedicalproblernor healthchallenge...and...vou'd likc to know the latest.
"clltting-edge" infbrmationregardingtreatments andpossible cures...this is thepersonto
call. This is a lirnitedoppofiLrnity. thoLtgh.And it w()n'tbc availablefor long. T'hispelson
i s v c r l ' b u s va n c i c l t o
n n l y a c c e pat l ' c r vc l i c n t su t : r t i m c . S o .c a l l t h et o i l - l - r cneu t n b c tro
ordcr...or... f-illoLrtthc corlponand rtrailit nou'!

Include SearcitvOr ReminclOf Scarcil.v

P.S. IMPORTANT! Your free rcport w'ill be reservedin vour nantefor the next I I daysONLY!
Aftcr that.it rviil bc givcn to sonreonc
clsc. Ancl,sonteof thc infbrrnrtionin it is
cxtretttelytinie-sensitive. So plerscrkrn'tsct this lettcrasiclc
thinkingy'ou'llcalllater. Do
it nou,. As I saidbetore.evcrrthing'sfree and therc'sno obligationnow or evcr. Call our
free recorded mess:rgeat 1-800-555-5555 now. Thank you.

P.S. Rcncmber.thereareonlv'77of theseadvancedbusinesssecretspackagesavailableon a

first-corne.
first-scn'eclbtsis. I firlly expectto sell oLltllclofe the end of the rvcek...
possihil'thc cnclof toda1,.ScrioLtsl_v, if voLrrvait cven onc day, thcv nray all hc gonc. Il'
that'sthe case, you r.r,illbc contactcdand your order cancellc'd.Call anclorder now!

P.S. I call this sccretlist it "dark secrct"firr ii reuson.Thlt rcasonbeins:The "powcrsthatbe"

don't want yoll to havetltisinfornurtion.And thevabsolLrtely hatcguvslikc mc thatbreak
ranksandtell-all. So muchso.thc SEC hastriedto "shutmc up" on morcthanclne
occasiort.Btrtthanksto thc greatfi'ceclonrs we aregrantccl in thiscountry,thcy haven't
sr-rccc.Jed so lar. But who knorvshor.vanclwhcnthev'lltrv andstopme agiiin'/Ican tell
you this, at ageXX, I'm wealthybeyondthe needto ever"work" or "trade" again. I only
d o i t n o w b e c a u s e i t ' s m y p a s s i oa
nn. .d. a s a w a y t o g i v e b a c k f o r m y g o o d f o r t u n
Aen.d i f
thc "heat" evergetstoo hot... I may pack it all in and retireto nry winter estatein Naples,
Floridafor good. So, this may be your one chanceto makethe biggestmoneyof your life
in the market. Don't let this opportunitypassyou by! Get mv srrecialfree report bv
calline: I -555-555-5555 now!

Repeat GuaranteeAnd Ask For Action Again

P.S. Your purchaseis full guaranteed for up to 365 days. If, at any time duringthis perio<l,you
areunsatisfiedin any way.. . simply returnthe productfor a fuil refundof your purchase
price. Fair enoLrgh?Ordernow!

lllentionExtra BonusThat Will IncreaseResultsOf Product

Chapter 12-2
P.S. If you'll orderin the next I 1 davs,the publisherhasagreedto includea surprisefreebonus
gift with your book. This gifi will makethe book at least10 timesmore valuableto you.
But you must orderright awayto ensureyou'll receiveit.

Nlention Extra Bonus PIus Benefits/Bullets

P.S. Amazing fast-responsefree bonuses! C)rdermy guide today, Wednesday,February

09, 2005 before Nlidnight, ancl I'll include an insider interviervI did rvith my friend,
colleagueand rnastercopywriter. John C:rrlton. I{ere's a sntallsantpleof what vou'll
discoverin the intervierv...

. How .Iohn raisedhimself from failure to super-succe.ss in copvrvriting...shrrting out

rvith nothing more than a tattered, "stolen" copy of ,Iohn Caples' Testedildverti.sittg
Llethods...a beat up Olivetti manual typervriter...one tank of g:rsin his c:rr...and...
only enoughmoney to pay his rent {irr one nrore month!

o Qtrick and eff-ective"leapfrog" secretsthat can transtbnlr you fiom novice to pro
conv"vritcr in no tin-reflat!

. Which works best online - Iong copy or short copl'? (Hear the real truth from a
proven Pro l.Iohnl with decadesof real-lvorld,testedexperience...not solne ryet-
behind-the-ears,"contputergeek" rvhojust graduatedhigh school-or collegc-
yesterdal',and now thinks he is and callshimselfa marketinggenius!)

o John'ssccrctrnurkcting rvcapt-rn-hcactuallvlcarncd
it fl.onrJayAbralram_thathas
becnresponsible fbr 100'sof succcsslirl
magazincaclsandtensof millionsof dollarsin
u ltra-profitable
salcsI

r Wh]', if you are a freelallcecopl'\r'riter,you want to u'ork with entrepreneursversus

big time direct m:rrketingcompanies.(John'sinsightinto this can savevou a lot of
headaches and struggles... :tnd...most likely makeyou much more money in the
long-run.)

o The slightly sneakybut ethical"sculedlettcr" tcchniquethatahn<;st

alr.r,,itys
improves
responseto your directmail!

r Gary Halbert's simple,yet profound advice to.Iohn on how to easilysell booksand

other info products by the truckload!

o The singleBIGGEST secretto gettingpaid as a freelancecopywriter! (Ignorethis and

you'll ahvayswallow in mediocrity...makingfar, far lessmoneythan you deserve!)

o lYhat Gun-to-the-Headcopywriting is all about...and... how to use it to mas.sively

increaseyour chancesofsuccess!

Chapterl2-3
 r A contrariansuccesssecretthat virtually guarantees - not only in direct
success
marketing/copywriting...
but in life in general! (This anti-commonsensepieceof
wisdom goesagainsteverythingyou'veeverbeentold by wcll-meaningfamily members,
friendsandteachers...
and...is NOT appropriate fbr the weak-at-heart
or the averase
J o el )

. Why John's top adviceto aspiring copvwritersis, "Just give up.

It's way too hard
and you'll neYerdo it." (Soundsharsh and discouraging... Uuf if you'll heedthis
advice,and make it rvork for you... insteadof againstyou... YOU Cr\N DO IT:)

'The secretfinancialand frcecionr

miracleof sockinsarlav "SCRtrWyoil" monevl

o Little-known positirlningtactics that force peopleto pay

vou u'hat you are worth!

t 'I'hen-lostit.llpol'tant
thing yoll ntustknow to bc atrlcto "h6nc_v.;ur
cScips"and bccorrrc-
a
seric'rLrs,
successtul copvlvriterI

o And nruch,much more!

This freebonusinterview*all by itselt-is worth mut1tntorethanthe small inr.,estment

I'rn askingfor my guidc. Plus...

Not onlv do vou get theintcrviewabsoh,rtely free...vou'llalsoreceir.ca copy of John's

famous(or infantolrs) lcttcrhe rvrotcfor a book titlctl:Scr: A M;ln'sGLritle.This lettcrgot
hiln blacklistetl
from Rodale(thebook'spublisher.t until thcy nrailcclit. T'henit mailedto
an a'stonishing30 million names(not counting Rodale'smassivehouselist) for more
than 5 years...despite...cons&rnt:rttemptsb;.other top copvw,riterst9 knock
it off.

Fttfilter,you'll receiventy cornpleteanalysis-point-bv-point-of the secretsthat

madcit
work so well. Literally a pricelesseducation! If ysy'1,gcve-rwonclered
how the realpro,s
do it. this fiee bonuswill -eivcyou the insicJc
scoop.

By the way,just like my guide,both the interviewandthe letter/analysis

are in an easy
downloadable Adobe .pdf fbrlnat. That meansyou'll havcthem in yonr hanclsin the next
few minutes,too! So...

click Here Now To order Securelyonrine 24 Hours A Dayl

Announce Discount Or Additional Discount

P.S. Joejust cailed me-honestlv-an,J tolclme to slashthe price of this package

fiom g{r{g7 1s
$997- a full $500discountoff ttreBoot Camp tuition! Not to mentionthe thousands
you'll savein hotel.airfare,personalexpensesand time away from your business.
Bui, he
told me to tell you that this amazingoffer is onlv gooduntil b"..-1r", 15,2000:
After
that,the price goesbackto normal- no exceptions!(So now, you needonly pay
in 3 easy

Chapter l2-4
 installments
of $332.33.)And remember,
if vou'reoneof thefirst50 whoorder... you'll
alsogettheSeminarAt Seatapesworth$497- absolutely frec!

Use A Testimonial Or Testimonials

P.S. This testimonialjust camein the otherda),: "Gary, you rnightbe interestedin the resultsof
a salesletterI wrote AFTER attendingyour copvwritingseminar.Since it was mailed on
Jan 6th (.1da,v-sago),it has increasedsalesfor my client lty 3l2Vcl And personalll,.as I
conlpareit side-by-side with thc salesletterthat I i,vrote
BEFOREi lel't,I think this letter's
sLlcccssis larselvdueto sonte"kev" distinctionsi pickcdr-rpat theseminar.So... a r,.crv
worthu'hiletrip from down untlerl"
- Brett Nlcliall,Sydney,r\ustralia

(What'sinterestingto note:Brett is an experiencecl copyu'riter. . . not a NOVICE. In fact.

clvcrthe iast l-tryearsor so, he has'uvritten over7.8(X)nroncr,-nraking aclsandsalcsletters
in 153dil'fercntindustrics.Not jLrstany ads. But aclsthatlVl.\KEN{ONEYl Antl hc srill
pickedup response producingdistinctions/secrets at Giuy's serninar.PLIIS... irnaginethc
lllollcvBrctthadttl spencl to get to Phoenrx.Arizonalhrnt Sr,dne v, Australiu- 1()tt()
tnentionthc inconvcniencc. Brc-ttltadto pay 52.450tJ.S.plLrshotclandotherexpenses.
And lasttimc I checked,$1 U.S.rvasequiilto approxirnatelv $2 Australian.Nleaning:it
cost hinr rvell over $5,000! YoLr'llspcndnext to notitingconrparecl to Brett fitr the e.\(rct
s;lrnctop-sL-crct inli.l...delivcrcclricht to vollr fkrnt door. You canthen"own" thesesuper-
protitablesecrcts...and...realizea lif-etirne of extraorclinarv success.Give thetapesa trv
andseeif t'cttrcan't ntorethantriplc\'ourown salesor thoseof yourclients...it's
conlplctclr,-
risk-ticelbr ottcI'ullvcar...voll trurlvhal'enothingto losc. OrdcrNorv!)

One thirtg1,oLr'll
noticefl'onttltcseexanrplcs... overlap.you can
is a lot of thc tcchniclr-res
certainlv(andprobablyshould)usemultipletacricsinsideof onep.S.

A lieu' ;\dditional'l'ips

You shouldblock indentyour P.S.like in the examplcsabovc. Anotherresponse

boosterto
tcstis handrvriting
your P.S.in blue ink... thatseemsto incrcase
response.

Try multipleP.S.'s. They can work quite well. I usuallyclon'tget too carriedaway,thor-rgh.
M o s t l y l ' l lu s e l o r 2 . . . 3 a t n t o s t . B u t [ ' v e s e e n p e o p l e u s e 6 a n c l T P . S . ' s w i t h g o o t l e f l ' e c t .

Here'sYour ExerciseFor This Chapter:

Copy out (in your own handwritin-s)the P.S.examplesin this chapter.Also. startcollecting
your own examplesof killer P.S.'sand add them to vour swipefile.

Chapter12-5
l---I-----.
,l
i Ouick SummaryOf Kev PointsIn Chanter12: i
It
t. Accordingto Ted Nicholas,a well-craftedp.S. can triple response
to your offers.
ro
I !

2. Alwavs signyour salesmessages.Sign off with "Sincerely".The signatureblock

belongsroughly3/4 of the wav acrossthe page. Sign in processblue ink.

3. The P.S.is one ilf the first rcaclclcntentsof a saleslc'tter...

therefirreyou shopldmakc it
as porverlulas possible.

'1. War"sto w'riterrporvcrfirlP.S. NlcntionOr Ilcmindol'Dclrcllirre

- AdditiorralBtt'us Or
BottuscsC)rA "NIr,sterv"Bonus- IncluclcScarcitvOr RcntintlOf Scarcity_ Rcpeat
GuaranteeAnd Ask For Ac-tirtnAgein - lvlentionErtra BttnusThat Will Increase
ResultsOl'Prochtct -'Nlcntion l:xtra l]onusPlusRencfits/Brrllcts
- Announcc
I)iscottlttOr AdditittrralDiscount'- LIscA Tcstinrorrilrl
Or Tcstinronials.

i .5.AdditionalP.S.tips:Block indcntyour P.S. Henclu,rire

vourP.S.in blueink. Test
- - usin,,
-' " '-
nrultinle
P.S.'s.
I

Chapter12-6
 SpecialBonusChapter:

SecretsTo A $100,000+
Per Year
IncomeAs A FreelanceCopywriter!
Horv to take your copywriting skills to the
marketplaceand cashin BIG!

pot sel'eral vearsnow I've nrade in excessof $100,000 per velr as a freelance
L' collr''u'r'itcr/nttu'keting
consultant. Not bari considcringI stal-tccl with no busincss
i-ackgrottrtd and linlited cxperienccu'ritin-ernything. I llLrnkctliiigS school l3nglishtwice-both
my junior and senior vear-because I rvor-rldn't\'\'ritea sirrple bgok rcport. However, I did take
English Cc-rrnposititln I and II in collese. Got a "B" ancla "Cl" rcspectively. No Shakcspearcfor
surc. Attti it certeinlydidn't train nte ttt lrccornca copyrvritcr...othcr than gctting rnc usedt.
putting cohcrentthoughtson papcr.

In an1'ctse.once I cliscovcrcddirect rcsl)()ltsL- coplnriting. I- lnirly quicklv-carved out ir

n i c e l i v i n - q a s a f r c c l u t c c r r ' , r i t i t t g c o p v l o l c l i e n t- sf l.t a t b e i n g t h c c a s c , i t ' s q u i tree a s o n a b l e t o
assumeI know a f-ervthings about making Inonev freelancing. Actuallv, I know more than a few
things lrbontit. And. in this bonuschult{cr.I'nr soing to rclateor intpartmv tricks, tips ancl
sccrctsfbr rnaking_tooclntoncv u'r'itingcopv lilr ciients.

The vely first and my top piece of ach.'iccI'd likc to givc vou about frcelancingis...

DON't' DO I't-!

Don't becomea fieclanccr.No',v,tltc rcasonI'nr sal,ingthis.is lrecausc, tle very bestrvayto

m a k e a l o t o fm o n e y w ' r i t i n - s c o p v i sw.r. :. t i i r g c o p v f b r y o u r s c l fo. r. . . .w r i t i n g f o r y o u r o w n
directresponse projectsor business.

This is my top pieceof aclviceto you. You see,when you write for yourself.you arc in
control. You control-as much as is possible-your destinv. yes, of course,there'sadded
responsibility.andyou'll havcto dctennineif that's right fbr you. But, all in all, writing for your
own projectsseemsto me to be thc bestpathof all.

As I write this,I am shiftingaway from writing for clients(i.e.,makingthemrich) to, writing

for myself(i.e.,makingme rich).

This is a consciouschoiceon mv part. For a lot of reasons.I don't play w.eilwith others. I
want to reapthebencflts(fully) of the millions of dollarsmy copy bringsin. I want more conrrol
over my irnmediate-as well n5futuls-circumstances. And on and on.

PageI
 IVIy second piece of advice for you is a piece of advice I got from Gary Halbert rhat, at the
time, I didn't really believe was true. Herc's what he told me when I f-irststarted workins with
him...
..ALL
CLIENT'S SUCK:''

How foolish I was not to believe somconc rvith 30+ ycars experiencein these matters. I
thought that it was just his interpretation... and.. . that things would be different for me.

Not so. I've fbund that evcn nty bcst clicnts (OtjTEN) ilnnov thc hell out ol inc. Thc lvorst,
don't pay... or trcat rny labor as somc kind of cheap-conrnloncomnioditv... u lot ol'tirnes never
botheringto even mail the lettcr or place the tlamn atl. I can't tell vou hor.vrnanv timcs I've put
l j ' o r n 4 t o 6 w e e k s i n t o a p r o j c c t t h a t . f b r w h a t c v c r r c a s o n . n c v c r s c c s lt ihgeh t o f d a 1 ' . I d e n ' t
have t0 tell vou ho"v dislicu'tcningthat is. Alier arvhileit just sort cll'cleflutcs VoLr.

At leastif 1'ouarc writing lbr yoLrrsclf...il-the lcttcr cloesn'trn:rilor thc ad clocsn'trLrn...yol

-l'lrltt
have no one to blarnc but yourself. is.,1'oaarc in coutrol. As a fl-eeiancer,voLrarc nevcr
really in control.

Now. lcst you think I'm just acyrtic-'rnuclr likc I thoLrglrt Ilaibert \\'as-all Ican say is,
you'll find oLrtfcrr yourself. It's not necessarilya "win-lvin"'uvorlciout there ibr freclancers.
Sometimes,yes... but more often than n()1.no. You must rcalizc Vou are in lhe..businessjunelc"
and act accordinglv. Peoplc iire goittg to chcut yotr. Thev arc-!'oing to lakr- adr antageol. ygu-
They are going to outright lie to vou. And so on. Especiallirif vou rrc unprepa.ed.

'l'o
tlrat cnd. if yoLl'!'ehavcn't re:tclit- pick up Robert Ringcr's book. Winning'l-hroLtclt
Intimidutirtilitt-lntediatcly.And don't just rcaclit oncc... reatlir scyeraltimes. It's in qtv toD fiv.,
of iife and business books ol all tirne.

S t l t h o s el l r s t t w o p i c c e s o f a t l v i c c a r c n ) \ ' w a r n i n g s t ( ) ) o uI .r v a n t t o s t a r t w i t h t h e n t . . .
because... everything else you read about lreelancing-anil I'm a little glilty of this-star-ts rvith
how you can live, work and act as you choosc... etc. Which is all tnre... l00To. Thcrc are
deflnite positivesto the lil-estyle.It's cerrtainlylar bctterthan bcing a "working st;ff'or "wage
slave". But there's also a "dark side". What you must detennine is whether or not the good
outweighs the bad. For over 9 years norv. the good has far outwe igheti thc bad fbr me... but...
the scalcshave tipped... and... I'm goine to move away from it. At leastthat's rnv plan.

If my warnings have scaredyou off, you can stop reading now. However, if you think you
still want to be a successfulfieelancer, the rest of this bonus chapler is devoted to the "how', of
it- I'll do my best to steer you from the rocks. .. and into as calm a seasas possible. So if you're
ready...

Let's Get To It!

Here'sthedeal:As a freelancer
coplavriter
youbasically
havefourpathsto choosefrom.

1. Writefor thebig directresponse

players.

Page2
 2. Write for ad agencies.
3. Write for regularbusinessowners.
4. Write for smallcr,cutting-edgc.directresponse
markcters.

Let me explainthe advantages

and disadvantagcs
of eachpath:

l. Write for the players. When I sav "plavers"I meanthe largemailers. The companies
that mail tensof millionsof piecesof dircct mail a vear. This is somethingthat.rvhileit canbe
ultra-profrt:.rble, it is alsoultra-competitive and ont of reachfbr all bLrtthe A,level gr-rvs.In other
rvords.you'vegot to be unbelievably good.iustto getin thedoor...and...eventhen,there'snct
assurance of success.And evenif you al'esuccessful writingfor tltesesuvs... it canbe a real
p a i n i n t h e a s sT. h c 1 , a rleu r g e b u r c l r u c r a c i er si t.a. .k c n o m i s t a ka eb r t u t i t .T h i n r r s n - l o v c s l t t w l 1 , .
not olteltin your lavor,andthcrearc dozens anddozensol'obstaclcs you rr)Lrst go overandundcr
to havesuccess rviththem. lnsurmountablc obstacles for a guy like mc.

JolinCarltontellsa now prettyfanrousstoly of rvorkingwith Iloclaleanclhavingto fight tooth

and nail just to get tilemto testhis letter. And they finally dicl. Alnrostb1,accident,Ancl it blcrv
a w a y t h c i r t o p w ' r i t e r . . . p l u s . . . e v e r y o t h c r t o p r v r i t c r t h e v h i r c r l t o b c u t i t l i r r o v e r f i Ivtc v e a r s .
rnailedto 30 tnillionnames(not countinsllodale'shusehousclist). yct still, cvenalicr that,hc
could neverget themto mail irnotherone oi his lettersexactlyas hc rvroteit. Finally,
exasperated, hejust saveup eventryingto work with theni.

Further,he told me aboutanothcrtirnethat a big rnailcrsenlhim a hugc box fbr a prolect. It

had a $30.000checktuckedinside(asan r-rpliontf'ce)someu'hcre.John kncw tiris. I-lowever.hc
sct thebrtxon his kitc:hentablclitr thrcctlavs. Stalkedit. 'flroLrght
alttlrrttftc ptgnev.
Clonsiderin-t
opcningthebox to gct thechcck. But, hejust couldn'tdo it. $30,000rvasnot
enoughconsidering all the angLrishhe would haveto go thror-rgh. So hc scr.rt thebox back...
tunopcned.

So, evcn if you getgoodenough,this is not a path I recorrunend.

2. Write fbr ad agencies.I'oclaylltercare a lot of clirectrcsponst:aclagenciesarounclthe

country. You canprobablyget in the door of someof theseplaceswith someclecentsamples. ..
or a willingnessto work fbr next to nothing. I don't recommendit though. They aren'tmuch
betterthantheir institutionaladvertisingcounterpztrts. I rnetwith one tgency guy in Califbrnia
(when I lived in Los Angeles).And basically,afterI told him I had worked with Halbert,I had
to sit thereand listento him tell me-for 30 minutes-how Halbertwas all wrong aboutA-
pile/B-pilemail. This guy wasn't interestedin me. or me working fbr him... just his ego ancl
proving he was somebody.Then, after enduringhis personalego trip, I got shuffleclout the door
to go throughsomebullshitmeetingwith a coupleof otherguysthatweren't interestedin me,
either. In fact, they talked amongstthernselvesabout stuff they were working on. I was like
furniture. If that happened today.. . I wouldn't havemadeit five minulesin lhat place. I would
havestoodup andtold the first a- -hole to "stick it" and walkedout... neverwould have
attendedthe "meeting".

writing lor agenciesis not for me or somethingI recommend,either.

Page3
 3. Write for regular businessowners. This, to me, is a possiblepath. The drarvbackis you
often haveto educatethem. At least,if you go alier just anybocly.But there iue bettermethods
of pursuingthis path' Here are my recommendations: 1. Go afterbusiness ownersalreadyusing
directresponseadvertising.They areeasyto find. Justpick up a newspaperand seewhols
runningads. If yoll get local Valpak mailers,shufflethrou_sh thern. If you havea local
indepenclent paperlike the NevvTimes,thumb throughthere. Look fbr direct responseadsin the
Yellorv pages.Find someads,onesyou know you can improveancloffer to do so, ar no cosr.
Or. makethentan offer to pav vou X atnountif your atl worksbettcr. D6 enoughof this anci
you'll startgettingjobs. Then askfor ref'erralsliom satisflecl ciients. Justcloingthcserr,r,o thinss
c o u l d b u i l d y o r , r u p a s t e a d y s t r e a m o f p a v i n g j o b s i n n oOtfi cmocp. r s e . v o l l ' v e g o t t o l i ' e i ' a
rnoderate-sizc-d torvnfor this to be viablc.

4. Write for smaller,cutting-edge.direct responsemarketers. Of all the available

options...this is thc oneI recotriltenrl to you thc most. Thesclre oftensmallcorlpaniescloing
frornoneto tcn million dollarsa ycarin srlcs. you'll mostIikclv Lrcworkins dirccrlywith the.
top guv. He'ii usuallybe a very savvymu'ketingguy hirnsclf. Sonietimestheseguvswill hire
you, not bccauscyotl canwrite bettercopy thanthent... but... bccause they necdto lnultiply
'l'his
thcmselves. is gooclncws,bccauscthenthe-rc's a greatlcarning()pportunity fitr you,aiso.
You cangrorvsavvierandricher at the sametime. Halberthashirednte to write a lot of adsancl
saleslettersforhim C .e r t a i n l y n o t b e c a u s e h c c a n ' t w r i t c t h e m S i m s e l f . . . b u t bi fcl cc laoui st ,e
hc cloesn'thar,'eto--. thereforc...hc's rnultiplyinghimsclf. Wc brainstornr thepr'jecl. I clot5c
actuallvwritins. And together. we proclucca greatpieceo1'aclvertising with 1arlessetlbr-t.An
idealsituationfor bothof us.

I can'trecommcndthisoptionhighl.venough.Thescgr_r1,s/conrpanies
arecasvto f-inti.
especiallvnorvthat mostevervoncis on thc Web.

N o r ' v t h l t t w e ' v e c o v e r e d y o u r o p t i o n s l i r r c lLi ecnt 'tssl.l x ) v c o n t o s o r p e s p c c i l l c s . . .

7 SecretsFor SuccessfulFreelancing
1. Don't miss a deadline. This is important. You want to be known as a personwho does
what they saythcy will do... when they say they ',villdo it. In facr,a gooclrule of thumbis to
under-pronrise,thenover-deliver.Learn how long it will taketo completeprojects.Don't, in
your eagerness to pleasesomeoneor land a job, promisesomethingyou."n't deliver. you may
get the check,but you do irreversibledamageto your reputation.And as a fieelanccr, everythiig
rideson your reputationand results.

2. Don't start up what you can't finish down. This is anothervery good pieceof advice
I
got from Halbert. It's anotherway of saying,don't overcommiryou.r.if-.-I hai this problem
for
a long time... only recentlystartingto get a handleon it. Here'swhat I'm taiking about.
Usuallv.on Sundayor Monday everyweek,I'll go to St:rrbucks to plan the restof my'rveek.
O n c e t h e r eI ,g e t a h u g e c u p o f c o f - f e e a n d d r i n k i tT. h e n , w h e n l ' ma l l j a z z c c 1 u p o n c a l - f e i n e , [ ' l l
startwriting out "'todo" lists and ail the fantasticthingsI'm going to accomplish.problemis,
I
way over do it. I'li have 10 to 20 items on eachday's list for the rveek.The reality is. I
can.on

Page4
average.only takecareof 3 to 6 items per day. So later,when the caffeinebuzz wearsoff, and
I've got thesemonstertask lists fbr eachday of the week,it just overwhelmsme. It took me
yearsand yearsto figurethis out, and somehclp from Halbert. Now, it's 6 or lessitemson any
one day. And as a freelancecopF,vriter,here'swhat the first threealmostalwavslook like for
me:

l. Write for I to 4 hourson currentprojector projects.

2. Do onethingto promotcbusinessor geta check.
3. Exercise.

Those are threethings I nutst do evc-rvclavto have a qualitv life... everythinge lse is
.justa
bontts-lud ntltstbe ptrt ttff until thc {lrst tirrcc are nrct. Norv, thcrc arc tirncs lvhcn I put ol)'
exercisc.or prot-t-toting
bccauseI'rn on a tiglrt dcaclline.IlLrtI clon't (and can't) do that lirr I'crv
long or the housewill starl crumbling.

3. Avoid burnout with hobbiesand outsideinterests.T'hisis crLrciul.It's easyto let thc

work overtakeyour life. You needsomethingto keepyou sane.You neetlregularvacations.
Evcn if it's illst I oneor two-daytriP to antt(licrtown evcrymonth. you shouldalsobe taking
carccl1-vtturself. You needexcrciscthrccttr srx tinresa rrcck. You nceclto cat right. In this
colrrseI'vc recommcnded Bill Philiip's book. Botly-Jbr-L1lT.Buv it. reaclit. It's gooriaclvice.
So is his Eating-.[or-LIFEbook.. gct it too. I find his approach to propcrnutritiondcaclon. lt's
vcn''practical:rndr"'orksextrentelyrvell...bolh in tcrntsof lcelinsbelterand lr-rsing cxecss
wcight. Howevcr.his extrcmeapproachto excrciscmay not be corlpletelyright for vou. 11'you
needhelp in this areuI slrsgestyou i'ind (andhire) a repr_rtablc personaltnriner. It's not as
e x p e n s i vacsv o L rl n i g h t h i n k . l i a r l e s se x p c n s i v tch a nb e i n gs i c k . . .p l L r s . .y.o u n t a k en r o r c
nloneywhen vou look and l'eelbcttcr.

4. C-orrectattitude. And no, I'rtt not talkingabouthavin-u u positivementalattitudc:rtall.

Ycs, yottwantto be pttsitive...but you vc alsogrx to be pragnlrrtic.Clarlton.
in tlrc February
2005 isstreo1'hisneu'sletter,TheMarketingRebelRanl callctlit, "pessimisticoptimism". If vou
follow a lot o1-that
airy-fairyadvicein rnunyof thc sclf-hclpbooks,you'll havcyour heacl
'fhe
hancled to you. corrcctattitutleto havc-thc attitucle
I'nl talkingabout-is,:-take-no-
prisoners,take-no-b.s. attitude.

You necdto takecharge.Lay out YOUR termsin advance,in rvriting. An<las long as yctu
cando whatyou say...meanin-e, vou've got thechopsto backup yourclaims...DON'T BACK
DOWN. Cuttingyour feesonly weakensyou. It's the startof a bad deal... everytime. When
sotneonetriesto bargainwith you,just say "no" ztnd"next". If you don't, you'll be sorry,I
promise. I know this from very painf'ulexperience.Every time I've madea bargainwith a client
(trying to be Mr. Nice Guy) it hasgonebad in one way or another.EVERY TIME!

One thing you shouldrememberabout freelancing-{r at leastthe attitudeyou should have-

is theyneedyou morethanyou needthem. Good copy or copywritersarecrucialto the success
of a directrcsponsecompany.Don't let them treatyou as a commodity. I referyou to Winnin,q
Tlrough Intimitlutio,nagain,tbr more sageadvicein this area.

Page5
 (By the way, I havenothingagainstself-helpbooks. I readscoresof themeveryyear. Good
onestoo. Even goodmetaphysicalones. The thing is, manyof the mainstreambooks in self-
help areimpractical...written by reformedhippiesor pamperecl baby boomerswith their heads
in the clouds. Or worse,IVIBA's. Or Ph.D.'s. Or. worst of ail, a combinationof all the above.
Peoplervho'veneverhad to operateon the front-linesof "makemoneyor die" directresponse
advertisin-e andmarketing.So, while thev miry be ableto createa "hr)ok" that'll sell sorle bogks
and fill a few lecturehalls.. . they'd be chewedup and spit out in our world in an instant.)

5. Sock away some"screlv you" monev. "Screw yotr" fironcvis an iimountof nropey(in
cash)that is sulllcicntto get you by lbr 6 to l2 rnonthswithoutrvorking. I learnedthis trorl
Carlton.You see.whcn you'r'egot this monev.you neverNEED a joh. You can[henclcall,rom
a positionol-strcn-uth,inste;-ttl
o1'from a p<-rsition
of u,cakncss.
You urustalr.r,lvsbc lviilinl (11d
able)to '"valkarvavfrolrt ANY job. "Scrcw vou'' lnonevailorvsvo1 to do that.

Whenpetlplesense-andthcl'altrar'.s can-that you arcbrokc,like vr-rltures,

lhcy sw'gclpip to
pick cleantltc carcass,You attr:.rct theln.anti thcy prey on vou. Jr-rst
likc womenavoicl'tcn who
iue obviottslvdesperatc.They can senscit. Consciouslyor unconsciously.If yoll put ollt a
tlesperatevibe-in business,or in Iifc'-voll get eitlrertakenlclvantascof, ttr ig'orccl complctcly.
'l'his
nley sotlnda iittlc bit like vootloo,but it's not. Everynranrrndwolucpon thc pl,net h.s
cxperienccdthis to one degrccor another.It's the basisof suchtcrrnsas,"Nothing breeds
sllccess like success.""Wlten it rains.it pours." "Fakcit until you rnakeit." And so op.

6. One thing you shrtuldnevertell a client. Don't everprocliiinrhow easya job wasor is
uoing to be. Even it r'vasor is. r\lrvavsrnakeit scentlikc you rvorkcclyour fingcrsto the bene.
If yoLrtcll themrou poppcdsorrrcthing out in 30 nrinutcs.badtliingsarc goinuto lrappe n. I.
Tltcy wiil ttndervalue rvhatyou wrote. 2. 'fhcv. like all hunians. rvill not wantto pav so r-rrch.
lbr somcthingthat (seemingly)took so little effort. Even the mostaclvancecl, progrcssiyc.
wcalth-conscicltts uuys,will bristlcat writingthechcck. 3. Thcy will pushyol (in rhc flture) to
clocvervthingwith cqualor grcatcrspecd...rvhichis not alrva,ys possible.4. T'hcyrvill think.
"H.y, if it's this easy.I could do it nr1'sclf.or hire anyboclyto do it.,' And more.

The tcntptrttionhereis to sitow them hrtrvbrilliant you luc. To sllow thcm hclwreliablcand
lastyou arc. You think, that becauseyou'l'e given them sonethin-e great,fast,they are going to
greetyou rvith widc-eyedenthusiiism, effusivepraiseandbrurclsof cash. Not so. It works
entirelythe otherway around. T'heywill treatyou rvith skepticism,clisrcglucl ancipennies.

Don't get this confusedwith under-promise

and over-deliver.You do want to do that. But
you want to illakesurethey perccivewhat vou've doneas a nlonllmentaltask. Even if v<iuiottecl
it down while watchinga "Seinteld"rerun.

You want your work to be vaiued. The way to do that is to makeit seemlike a magicalor
arduousprocess.Kind of like a David Copperfielclmagictrick. Don't evertell them ':how" you
do the equivalentof makingthe Statueof Liberty disappear.Or how easilyyou did it. peopie
don't line up to pay,oncethey know (or "think" thev know) the secretbehindthe trick. In your
case.as a freelancer,if they everget a whiff of horvquick or casyyog might producea pieceof
winning copy... you're gonnahaveproblems.

Page6
 Qttick story to illustrate my point: Gene Schwaftz wrote the famous promotion that launched
Boardroom Repor-tsfor Marty Edelston. He intcrviewed Meuty for awhile, took his monev. toltl
him it would be two weeks, went home. and then immediately wrote the promotion whiie
waiting on his rvife to put on her make-up to go out.

Now here's rvhat he did that brilliant. Instead of delivering the copy to Martv that night
"vas
or the next dav... he put it in his drarverand waited tw,owceks. Then. he pulled it out of his
clrarverand scnt it to him. He knew that if he gavc it to Martv right awav. Marty would have
placcd zcro value ttn it. lnstcad. aftcr tll'o rveelts.\larty believed lie had a "slavecir)r,er'' picce of
copy cloneby the lesendarv Gene Schrvanz. Mafiy ran it ancltreated it accorilinsly. Thc rest is
lristoryaud lcgcrld. Boarclrootttis rt $10() rtrillir)n-a-vc:tr()r s()coprpunvtgclav.T6e rrLrthis, that
pronlotion rvas {ttr liorn bcing a "slaveclover" piecc of copv. Not onlv rvas it done extremelv
l u i c k l y . h e r e ' s u ' h a t G e n e l a t e r s a i d a b o u t i t , " . . , m y c o p y w a s T 0 % h i s c o n v c r s a t Ii o
t wn a. s h i s
'hin-{. It rvas his itlca. It u'as his conccption. It was liis vision."

7. Get a mentor. Mentor under anotllercop-v-writer.This is the lastest way to get goocl.
Also. vor: get to learn fiot'tt ltnolher's expcrience. Which is far less cttstly than trial alcl error.
ljurtlter.yor-r'lllcarn things volr c(rl'l lcurn otbcrwisc. Ii- 1'oLr'r,'c
got t() pay fbr t6e prir,ilegc.clo
so gladiy.

I was cxtrcmclv lbrtLtnltc[() Incttt()rLtnderFlalbcrtclrlly on. This has bcen invaluable. But let
rtle tell vou. it rvasn'talwa1,5prettv. FIcrc's a sh0rt (cxtrcmr-lVshon) list of things I had to do or
put up rvith rir-rrinsmy apprerlticeshiprvitlt hinr:

o FIadto take a rental car back thut hc had crashed,that u,'asovcrclue...and... without anv
way to pay for it.

o IIad to go -sethis stul'f fl'orn u rcntcclapurtment "he" lboded. The guy was supcr pissetl-
off. And pisscd of-f at rne by prorv.

N1o"'ed
his stLrl-[
scverallirnes,undcr,;xtrcnrely
dillrcLrltcircumstanccs.

Rescuedhis catsfrom a Cubanlady who agreedto keepthem. Howevcr,to nry surprise.

rvhcnI got to her aparlment.shehad scntthe catsto a.nother
Cubanfamily, in a not so
nice areaof town. I thenhad to go thereand-to catchthem-I had to chasethe cats
arounda single-bedroom apartment(f<rr45 minutes)rvith sevenpeoplein it-none of
whom spokeEnglish,or trppearcdto approveol'me beingthere. During this fiasco,ene
of the catsscratchedme so deeply,the wound wouldn't stopbleedingfor 30 minutes.
And, I shouldmentionI had to drive nearly300 milesroundtrip in a singleday for this
privilege.

Drove a boatfrom Marathon.Florida(in the FloridaKevs)to Los Angeles. The kicker to

tiris is, I was given a ten-vca.r-old,
4-ciriindercu to torv the boatover 3.000nriles.
Needlessto say,the car didn't make it. It was summertirneand I brokedown in Needles,
California in the Mojave Deserton a Thursday(which, at that time of year,the average

Page7
 daily temperatureis roughly equivalentto the averagetemperatureon the surfaceof the
Sun). Tried to get the car repairedon Friday,but was informedthat the part didn't come
in from BullheadCity. Theretore,I got to spend4 daystherein a Motel 6. Insidea room
the wholetime duringdayli-ehthours,becauseit was literallytoo hot ro go outsitle.And
evenif thatweren'tthe case.therewas nothingto go outsidcanddo anFvay. Luckilv. or
not so luckily,therervasa Denny'snextdoor to eatat... thatI ateat. at leastl2 timesin a
rorvl When the car was fixed Mondav.the bill was nearlv5800...which was aboutrvhat
the entirecar was worth. Most of which I paid out of rnv pocket,eventhoughI rvas
doinga'Job". for Halbert.

Look. I couldgo on andon. Honestly,thisisn't eventhetip of the iccberg.But I -justvu'unt to

tttrtkea point. I did whatcvcrit took. r\ll thestLrl'f
that I u'cnttltroughis.justa natnralpar-tol'the
"hazing"process you ofienhaveto go throughwhenyou arcllew to anvjob orprol-ession. I
doLrbt1'ourmentoru'iil haveyou do any of the quasi-illcgal.often extremelydangerousthingsI
hadto clo, But. if stt.ltoumightconsicler doingthenr.i1'y6utruly $'ant1obe succcssfll.N6rc
likcly,yoLr'lljust be subjectcdto someratlrernrundanc. menialtasks.IJutclo 'ent rvith
enthusiasm.It's pu't of payingthc price.

Artcl.justso you know,Halbertand I arc sood triends.l{e clocsn'ttrcatnrciike a thircl-class

citizenanymore ... and...I don't hold anv grudges,for whatI had to cloto learnfrornhim. I'm
extremelygratefulfbr thc opportLrnitv. Givcn tlie chanceto tlo it all overasain.I rvouldn't
Itcsitetclbr lr scetrnrl.

F u r t h e r m o rIe' t.n o n l y t e l i i n e y o u t h e b a d s t u f f h e r e . ' l ' h e g o o d s t u l - f f a r o u t l v eIi.gj uhssti t .

r,vitnt
1onlakethepoirtt,thattherc'salvu'uvs l irriceto 1uy.lnrl you shoLrld be willin_g1opav it.

GettingWork
I'd like to startthissectionby telling yotrto onceagainpick up WinningThrough
Intimidutirnt.Thcrc'sa storyaboutleaptioggingthc packthat you mustread. Thc gist ol'it
b e i n g , d o n ' t w a i t f b r s o m e o n e e l s c t o v a l i t l u t c y o u o r a n o i n t y ( ) L r i - l s l r e Joupsytwarni n
l coru. n c e
yourself. That'swhat I did. Yealt.I rvorkedwith Halbcrt,but whcn I dcciitecltJ go out on my
own... I just said,"Hev, I'm a copyrvriter."It's thatsirnple.You don't haveto work your way
up the ladder.You don't haveto wait until sorneone elsesays,"Okay,now you'rc a
copyrvriter."Juststart.

When I started,I quotedf'ees,anclwent afterjobs that.by all reasonable standards,I haclno

businessaskingfor. But that doesn'tnratter.It's a self'-fulfillingprophecy.Now,let mejust
say,I really did believeI was ableto do thejobs I went after. And I was. I didn't go afterthings
I absolutelyknew I couldn'tdo. I at leastbelievedI could do then-r...evenif I hadn't attempted
thembefore. And I did go afterjobs that I almostcertainlydidn't haveenough"proof" to piove
I could do them. I just sortof skippedover tharpoint.

And afterawhile,alter a few jobs, I did havethe proof needcd.Then I includetlit.

Page8
 Often,at first, however,you will haveto takewhat you can get... evenfree or "spec" work
(I'll explain"spec"work in a minute). At this stage,don't worry aboutmaximum feesand
royalties.Justworry aboutmaximumnumberofjobs... and doing a goodjob. Soon,you will
build up a respectable portfolio of samplesand testimonials.This will help you havethe
confidenceand ability to start asking for-and getting-larger and larger fees and/orroyalty
packages.What Youneedis a portfblioof 6 to 10 sood sarnplesto showpotentialclients. That
doeshelp tremendously.

Pick a niche. This is a greatway to get rvork. Pick, say.clcntistsor cliiropractorsor

plumbers.. . sonteindustry. Then.'uvhat you do. is you off'erto vu'rite
someaclve rtising fbr a guv
lbr free aslong as you can usethe work to shorvothersanclget a tcsfimoniallrom hirn. This is
as sintpicasgoing to the YellttrvPagcsand -rettineniulresanclrrtidrcsses ol-peoplein rvhatever
indr-rstry you choosc(if you'vc got expcrience in an industrv.all the bctter).Thel crafta
personalized letter(there'sa sampielettertorvlrtlsthe cnclof the chapter)to as many peopleas
nccessary until you gct solneaction.Thensellthcm on thisbettcrthunrisk-freeproposition.
-l'lien,
ollceyou havc somercsultsanclproof, takc that to othcrsin the intlustrvan<J ask thcm to
hirc you for mrlnev.

Contact printers, list brokers and lettcrshops. Alrnostr:vcry clccentsizcdtorvnhasa

numberof thesetrvpesof businesses. I'd approachthemby rnail. Finclout rvhothe decision
makeris andcraft a pcrsonalizedlettertelling thcrnyou arc a.cop,\,writer.Then tcll thcnrhow
thr--vcanmake5-20%ln()reon cvery.jobor list rcntal.bv inclucling yoLrrservices. Or sorncthing
likc that. Or simply ask thernlbr ref'crcnce
s. Craft a letteraboutyour scrvicesthat the printer
(etc.)cansendotttto his bestclients.Ol'ltr to shareyour f-eerviththeprinter(etc.)...a legel
kickback.if you will.

Build a network. Establisha netr,r''ork

of clientsandpotentialclientsand stayin contactrvith
them. A gtlodideais to settdthcm a eili or hclplulbusiness
articleon a regularbasis.(ict thclr
uscdto thinkingaboutyou. And ask lbr ref'crences.

Internet marketers. Thcreare tonsof peoplconlineu,honceclbcttercopy. Easyto lintl.

too. Hc'vever,my f eeling abontthe vast rnajorityof themis that tlicy iu-efairly cheapbastarcls.
This rs a spill-overfiom the medium. It costsso little to testandrun advertisin_e,they get a
warpedview of how importantgood advertisingcopy is andhow muchit shouldcost. I mostly
stayaway from theseguys.

Elance and other online job sites. I don't suggestthis uniessyou are superdesperate.
Thcsearethe ultimatecheapbastard,"let's seehow little we can spenrJ to get a job tlone" sites.
Not my cup of tea. ln fact,it's insulting.

Do one thing every day. I learnedthis from Dan Kennedy. You shoulddo one thin_e every
dav to eitherget a checkor promoteyour business.Whetherit's makea phonecall, write an
article,placean ad, etc. Justdo something.This is the only guaranteed
way to build up a steady
streamof prospectscomingto you wantins your services.

Page9
 Positioning not prospecting. Another fantastic piece of advice from Dan Kennedy. If you
want a stellar example, study how he does it. Internet copywriter Michel Forlin took Dan's
advice to heart and has turned himself into a "go to" guy fbr copv olt the lnternet. I personally
wouldn't want to do that (for reasonsI mentioned before).. . but Michel lias carved out a nice
lif-estyleand living this way. Flere's what he said abor"rtit in Dan's latestly'o B.S. .Salc.s
Srzcces.r
Book:

"With guidance from your book. I specialized in a niche. I became an expert. I useclmy writin-q
skills to crcatelcarl-senerationads and 1l'cerepofts,antlbegenattracrinqprc--rlualifiecl prospe'cts
to me so I no longer had to prospector f'eelrejected. I subsecluentivbec:lme Tl{E top selling
representative at a Fortutre-500complnv. Today, I've bccornca highly paid copvu'ritcr,selling
via ads anclsaleslcttcrs. I ltave norv spccializedin rriarkc:tirrgfirrcosrnelicsurgcons.ancl[;rn-r
curning a f abulor-rsinconte. Thank yotr. f)an, fbr evcrr,thine."
-Nlichel Fortin, Ottarva Ontario, Canadr. www.successdoctor.com

As I saicl"hc has norv specializcd in rvriting copy fbr the lntenrct. Go to his web sitc-,and
observehor.vhe's positionedhimself. lle's dor-rea good job.

And whilc wc rtrcon the sub.jcct.lt's u good iclcato spccializcas il copywriter. You'll rnake
more money. Plus the work rvill get nuch e:lsier over tinre ls vou learn what the market wants.
And you cltn recvcleconccptsanclcopr,'...a hie time-savel/nronel'-muker.In cltherworcls.vol
won't havc to rcinl'ct-ttthc whccl r:vervtinre. And you cun lircus on positionint yoLrrsell'with
lascr-likeintensitv. fhat is. you can bc a big llsh in a small pond that cvervonegoes to. Chcck
out this glly's site: lvwrv.nervslettercopy.com.

I guarantccr''ou,this gt-tt'tnakcsa fantasticliving with lar lesshasslethan any generalist.

Ytlu can specializcbv inclustlv. For cxumple: hcalth.{'inancial.etc. By occupation:Dcntists.

chiropractt)rs.ctc. Or. likc in the cxaurplcrs
ubove, by nrcdirrrn.If I wcrc startinsor.er toclav.I
wottld specializesomehow. It's far easierand, I suspect,whcn done right. far morc lucrative.

One last thing: lf yoLrwanLto specialize.g:t on rlirect responselists (.inyour specializeclarea)

and send offers to the companies you get promotions from to beat their control. This can work.
i f y o u d o e n o u g ho f i t .

Getting Paid
Here'show I judge whetheror not I shoulcltake a job basedon the pay oflerecl.I learnedthis
from Halberl also. It's a surefireguaranteeto preventa lot of frustrationin your career. I ask
myself this simplequestion:

If I knew that all I was ever going to get

paid is the upfront money, rvould I still do the job?

If the answeris "yes", I do it. If "no", I refusethejob. Let me explainthis to you. What will
happen-if you don't alreadyknow-is you wiil be approached with all kinds of propositions.

Pagel0
Therewill be grandpromisesof futurecompensation..
. fabulousroyalties.And on and on. But
l i s t e nw e l l . . .

THAT'S ALL BULLSHIT!

If you don't rememberanytltingelsein this report.rememberthis... the onlv money you can
EVER counton is whatyou get uptiont. beforeyou startthe work. And I'm talkingaboutthe
first part of the upfrontmoney. That is, if, like mostcopywriters,you split it up vour fee. And
you canonlv coltnton th:ttAFTER thecheckclearsthebank. You shouldconsicler cverythinr
elsc as bonusmoncy. Now. I usuailvat lcastget tiretotal f-ee.But I can think of threejobs ri_uht
off thetop of mv headthatI only got the first half of the fee...incluciing onc currentlv(asof
February200.5 T;h. i s h a p p c n s l b r a l o t o f r e a s o nNso. t j u s t b e c a r - r s c , \ / o u u r e d e a l i n g r v i r l r r
s c t t t t t b a gT.h i n g s h a p p c n i n l i l - e .i n
. .c v e r v b o d l " s l i l c .C l i r c L u n s t a n c e s a rLi si kee. m y c u r r c n t
d e a l .N o b o d y ' s i t b a d g u y T . h e p r o j e c t i s j u s t p o s t p o n eBdu. t .I ' n r n o t s r v e a t i n g i tB. e c a r , r sI e .
askcdthe s i r n p l e q L l c s t i o n i r e f o r e I a g r c c t l t o t h c p rtoc jl ei dcnt .' t c o u n t < t n t h e s e c o n c l h a l f o f t h a t
l'cefor anvthing.SecrvhcrcI'ln uoiltgwith this'l

It's jLlsta lnorercalistic,real-rvorltl

apprclach.And it s:tvcsyou colrntless
anclconstant
heaclacltes. just
I1'vou'rc gettingstarlcd.you ureluckv. Yotr'rcgeltingthis carlvon. I got
stymied1orvearsbeforeIlearncd to askmvsclfthis question.Anclsincerhen,lit-ehasbeen
smoother.

Havingsaidthat.vou can usuallygct the totallce by rclirsingto produccthc work until you
aresentthe 2nd half of the monev. Or. you canaskfor vour cntirctcc r-rpfront. I somctimes clcr
t h a l . B t r t l c l o n ' t r c a l l y l i k c t oI .l c r c ' s r . v h T
v :h c r c ' s n o c u r r o t o n t h c c o
n lc' lt h c s t i c k H
. urnan
llaluredictatesthalOnceyoLt'vcbccnpraidfor something, therc'sIcssdesircorpLrllto clothe
q ' o r k .Y o u ' l l d o i t , b u t i t ' s m o r e l a b o r i o u s t h a n s a y i f y o u " t h i n k " t h e r e ' s s o n t e m o r e m o n e v
conring.You cun't be surcof thatrnoncv...bLrtat leastthc illusittnol'it hclps
1,oucontplctethe
job. Antl you will usuallygct it. Justdon't havcit spentbelirr-cvou ilo.

T h a tb r i n s su n . . .

Ways To Get Paid

First,let me tell you a wealth secret:Get thc moneyfirst, thendo the work... neverthe other
way around. I learnedthis from Dan Kennedy'sWealthAttractionseminar.Poorpeopledo the
w o r k f i r s t . . .a n c l t h a t ' s o n e ot h
f e r c a s o n s t h e y s t a y p o oTrh. e y a r e a l w a y s c h a s i n g t h e m o n eI fy .
you want to get wealthy,make sureyou get paid beJbreyou do the work. Most peoplenever
"get" this.

Anyway, therearemany ways to get paid. Here arethe mostcommonones:Hourly rate. Flat
fee. Feeagainstroyalties.Feepius grossroyalties(not net). Specplus grossroyaltiei. Feeplus
royaltieson per piecemailed. I'll covereachone...

Hourly rate. Forgetit. This is how poor peopiework. I've neverdoneit, nor will I ever.

Pa-ee11
 Flat fee. This is pretty common and maybe the simplestof all. You tell them, "I'll do this for
X dollars. Give me the money and I'll give you the work." I do this someof the time. And it is
Iesshasslethan trying to collectroyalties. Plr:s.it's usuallyan easiersaleto the client.
Especiallyin the beginningof a relationship.Then,afteryou've had somesuccesstogether,you
can starttalking aboutcommissionsor royalties. By the wav, thosetwo terms(commissionsand
royalties)areinterchangcable... theymeanbasicallythe samething.

Feeagainstroyalties. This structureis an easiersaleas rvell. But you are gettinginto the
t c r r i t o r v o f d e a l i n g ' u v i t h c o l l e c t i n g r o yA
a lnt di e. ys o
. Lr'vegottor,vatchdcalslikethis...
becausc... you mightllnd thatal'tcryour leesarecleductccl anddepending on l-hepotentialsalcs
v o l u m e o f t h e p r o j e c t . t h e r e a r e n o r o y a l t i e s t o b eI h t 'a
seda
. s y t o f t r l l i n t o t h i s t r aEp s. p e c i a l l v
wlrt:nworkingin srnallnichernarkcts.

Feeplus grossroy'alties(not net). This is the most corunon f'eestructurcI use. rv-lybase
rateright nou' lirr a directmail packageis at least$7,500plLrs.591 ol'qrosssales.Sornctirne s
lrlore. t'rutnevcrlcss- In ilny case,you itavcto insiston "grt)ss''r'oyaltics.Not "nct". You don't
hal'cto insiston a speciiicamoLlnt of gross...but... ahvaysgross.Takea lessonlrom
Hollyu'ooc1. whereit's contmonknorvledge thatthereain't nt)"net". Net meaningallcr all
"cxpenscs" arc tukcn out. Wcll. u"hat tlteY dt>r'r't tell you is, "cxpcllscs"nrcansthcy arc goingtt-r
d c d u c t t h c h g h t i n g b i l l , u ' a t c r b i l l , p a l , r o l l , c o n r p a n v c a r s . c t c . o u t o l ' t hTchper n
o tj e
h ce ty. ' l l
show you a nice itemized list alter the lact rvhen you call lbr voLrrfiit roy'altychecks. In other
rvords.you lct cheated.And thcrc'snothinsyou ciln clocxccplncverrvorklirr Chcalunr&
Clteaturtt. Inc.el'eragain.Well. y<'tu c'ouldstranglcsomcbodl,'. Ikrrvcvcr.I lcarnedthatthc larv
cloesn't krok too tavorablyon suchthinss. Too bad. Peoplcr-nisht tendto be a little more
honest.

Specplus grossro1'alties.f'his arrangenrent is a prett,veasysaleto a clicnt. It's alsotheone

thatwill set voLlrippcdo11'gcnenrusly antloficn. Bcrvarcof thc srnilingmlrnrvhooflersyourthis
'fhc
kind o1'tlcal. rcas()f)
is siniplc.ltc docsu't\\'antto puy you,ur hc's a thiei... which is onc in
the sante. I never takea deal likc this.. . at lcastnot anvnrore.In 1act.I rcfuseto talk to sotneone
atlerI knorvthatthis is thetypc o1-dcal thev intendon ol-lcrins.Norv,like I saidabovc,yolt rnay
haveto takesomeo1-thcsc at first rvhilc!'ou arcbuildingvour reputtrlion andportfolio...bLrt...
stoi,as soonas pctssiblc.You will anyway. Unlcssyou arc a hardcoremasochist.I've never
had a "spec"dealwork out.

Feeplus commission(or against)on per piecemailed. This structureonly works in the

arenaof high-volumemailers. And you probablyarenot goingto be working with them
anywty. But just to be thorough,you typicaliy get betwccnI and5 centsper piecemailed in this
royaltyarrangcment.And fecscanrangeliom a f-ewthousanddolliLrsto tensof thousands of
dollarsfor the bestandbrishtest.

Contracts
don't evercall thern"contracts".Call themlgrcenents instead.Nobodlz
First and fcrremost,
wantsto sign a contract.Wltateverthey are called.however,I personallydislike them. I strive
to do businesswith peopleI don't needa contractwith. Usually,the reasonsomeonewantsyou

Page12
to sign a contractis, they want the ability to be able to sueyou. I havesigneda few in my time.
I can only think of otie instancewherethe dealwent reasonably well. Most of the othersfell
apart.

ln fact.I've beensavingsomethingfor a long time that is especiallyappropriateto showyou

herc. This is a contractsentto me for a dc-al.One i lauehedat by the way. I've reprintetlit
below.verbatim...with the namesrernovedto protectthe innocent(or not so innocent).Hereit
is:

ScottHainesTerm Sheet
Goals

o Develop sales/lcatlscneration lcttcrs for

o De velop sales/leadgenerationlcttersfor &
. Devclrtlt sales/lcaclgcucraticlnlctlcrs titr
. ReI'ieu' 3 of oltr currcnt runtring lrclsand provide I-eedbackand suggestionsfor
inrprovement
o Devclopc'lirect
newspapcr
salcspicce1br
o Assist in acqtririnl lists (phvsical anclcrrrail)1br correspondingo{Itrs

N'Iilestoncs

. Signtcrm sheetl/15103
. S i g nc o n t r a c7t 1 1 8 1 0 3
o Trvo sales/lcad generationletterfor - 8/10/03
o Free book ofl-cr ancl/or30 dav trial
o Book sltcccssjournal
o "v/
Action plan on how to execute and test book ofi'ers- gll?103
. Feed back and suggeston l st currently running acl- g/ I 5/03
o One salcs/lead
gcncrationlettcr for - 8t3lt03
(J

o Action plan on how to execute and test -913/03

o Feed back :rnd suggeston 2nd currently running acl* 915103
. One salcsleadgenerationlettersfor - 9t15/03
w/ book and
o Action plan on how to executeand test offer - 9/18/03
o Feedback and suggeston 3rd currentlyruning ad - 9122/03
o Ner.vspapersalespiecefor - 9/28/03
o Action plan on how to execlrte and test Newspaper salespiece for - t0t2/0'3
o Review of results- l0/18/03

Page13
 Compensation

. Compensation
includestwo components:
cashpayment
anda commission.
a will pay ScottHaines$1.251/ Week
o will pay ScottHaines-57ccommissionon rcvenlleseneratedlrom
promotionalmaterialScottHainescreatesfor . Commissionis calculatedas
o Collectedrevenuefrom sales* (tax + shipping+ discounts)- initial investmenr

o wherediscount.is definedas anv couponin_q.

specialor othcrntechanism
that
reduccsthe overallpricc a consunlerpavs.

o u'hcrcshippinuis dcfinerlas tlrccostof shippingnot rhecost'rvechargefor

shipping

o attdwhere initialinvcstnte
nt is definedasthc costrccluircdto cxecutean offer.
Costsincludebtttarenot lirnitedto thecostof'purchasing lists,thc costof
rnaterilrls
and thecostof lrnrcluction.

Terms

o scottllainesu'ilJcornpletethe liste-d
coalsabovew,ithin90 rlavs
o Scott Flainesivill proviclcsscn'iceslirr 90 davs to
u'ili ha'r'cthc oprtitittltt cxtcttd lirr airotlrcr90 clavsat currLrntI'cestructurc
o ScottIlaincswill pat'1brliis personalexpenscs
lvill rnakcbaseptvnrentstwice a monthto ScottHainesin accorclance with
t1'picalaccounting c,vcles
will makecornl-nission pavmcntseachmonth on or bcfbrethe 20'1,fbr the
previoLrs'months salcs.

will provide support in the lbllorving areas

o Acccssto all prcviouslyrvrittennatcrials

o Accessto stockcontentand intages
o Executionof eachpromotional
' Operationalsupportlbr eachpromotionalsuchas answeringof phoneorderrequest
o Collectionof lunds for eachpromotional

Company: Scott Haines

Signature

Name (printed)

Page1;1
 Date

Talk aboutsometight asscs.Needlessto silv, I clidnot asreeto or sign that. They were (and
aLre)
very out of touch with the realitiesof direct response.For example,evenif I did losemy
mind and agreeto the asininetermsin that contract...there'sno wav i could havecompleteciall
the work. And theyknervthat. I llrcadv madeit clearI hadothcrcomnritmcnts also.

In addition.it would havebeenimpossibieto cornpleteall thatwork evenif I wasavaiiablc

lirll-tintcto tlo it. Runningaclsandali llroscthingshaveall kinrlsof obsracic*-tirle and
othcrwise'-inhercntin thcttt.That'sr.vhatI nrean[)y thL'ntbcing"vcry out oI touchrviththc
realitiesof directresponse."

Furthcr,lhis contr;.tct
itt tto wllv rr'scmbles the dcul.,vcoutlinerlin our tlrree-dav
initial
meeting. They "cleverlv" tried to hidc that they u'eregoing to pay me .'nct.'rovalties afterrve
agreedl.ogross.They alsoaddedin a ton o1'cxtra'uvorkover and aboveu,hutrveagrccclto.

In any case.I KNEW all this was a major red f1ag. I tolclthcm to tbrgetit. They contactecl
me andaskedwhatneedsto be doneto so aheadwith tltc dcll. I thenoutlincdour originalcle:,rl
myself.scnla sirrrple onc-l]agcdocumeut.Thcv lookedrrtit rurdairprovcdit. Tltel. I
FiOOLISHLYsigncdit and startedrvrtrkingrvith tlrcnr. lt srarrccl going bad lront the verv first
rveek. The signsu'erethercand I ignoreclthcrn. The actLral yery first sign was rvhcnI'we't to
Visitthenlandtlreytlffc-rccl lo prrtme up in a irotcInextt()tlrcirbusincss.I nornnlly clon'tgo t.
seeclicnts,but I wanteda I'itctttitttt lln\'\\'llv.and it waslt niccplucc.sttI rvent.llut anvrvay-, I get
to the hotel.and I lind out that all thev diclr.vasnrakeme a reservation.When I tolcltt.r"t.ay oi
the fi'onttleskrny name.shesaid."Oh. hcrc vou arc.horvu'ill r,oubc p1vi1gtirr thc r.'rn'1" I
saitl,"I'Itrlt'/Thcy didn't prel)aythe rootn." "No sir." I said."Ilerer'snrv crcrlitcarcl."I 'evcr
did get reimbr:rsed for that roont

I guessrvhatI'ttt tryingto tell vou hcreis, f irst.tlon't cr,ersisn a contractlike that. Ancl,
sccond,you shor-rld probablynot do businessrvith someone-1o matterrvhat-when presented
rvith a contractlike that. Also. don't ignoreearly red flagsor warningsigns. They arl almost
alwavsprcttyaccuratepredictorsof what is to contc. I cndedup rvorkingfbr theseguys for
aboutthree(tortuous)months. After all was said in done.I actuallylost moneywhen
,vou
accountfor everything...not to mentionA LOT of my sanity.

So, sincemy experiencewith contractsis lessthan ideal,I typicallydo businesson a

handshake...a verbalone with long-distance clients. This, I find, worksbest. However,you can
go the oppositeway and do everyhing with a contract. That may be betterfor you, I don't
knorv. Here'swhat I do know, makesureit's you who writesthe contract...and that you write
in therethatany le-ealdisputesr.villbe resolvedwhereyou live. If you let them rvriteit, that,s
how theyaregoingto write it. Then.if anv legalmattersdo arise...suchas a lawsuit...you will
haveto -9othereand detcndlourself. repeaterJly.Anti if you clon't,you will automaticallV lose
and hl'e a judementa_eainst you.

Page15
 Onething I do actuallydo most of the time, is put the dealin writing. Justso there'sa record
o f h e r e ' s w h a t l ' m g o i n g t o d o , a n d h e r e ' s w h a t y o u a r e g o i n g t o d o i n r eBt uort nh .p a r t i e s g e t a
copy of this document,but I don't evenbotherto get it signed.I'm not looking to suesomeone.
I just want a writtenrecordso we can alwaysbe on the samepage.. . in casesomeone'smemory
is a little faulty. Includingmy own.

You areon your own on this subject.Do vour homework. Get legalcounselif you havcto.

MY ULTIIVIATECLIENT.GETTTNGSECRET
Starting on thc ncxt pa-ue.I'vc reprintcd a letter (that vou can nroclclfor your own usc ancl
profit) that l'rasncver l'ailcdnrc. I probublv rvouidn't be rcl'culingtiris "sccretu'cap()n"if I rverc
interestedin continuing a lreeiancrecarcer. This letter and rvhat I'nr going to tell you about it, in
the right hancls.can literaily and seriouslv be r,r'ofthhundreds of thousancls.evcn millions of
dollars. I've a/trrr.),s
snaggeclujob as a rcsult of senclinga lcttcriikc:this... and... with lcn'
irnpressivepeople.

There arc a ltrv sccrctsto rnaking this letter rvurk. First. I FcclExit. And I F-cclExit Priority
O v e r n i g h t i n a F e d E x b o x . f b r d c l i v c r b vl 0 : 3 0 a . r n . T l t i s i s k c i , . D o n ' t b c c h e a p . D o n ' t u s c
any'thingother than FedEx... r-rnie ss... yoLrare -toing to have a spccialcourier deliver it biz
hantl... iln even ntore impressivetactic. ScconciI usc lnoner'*-rcll. crisp, clc:anntoney-as a
g r a b b c r . I l v i i l u s u a l l yu s e5 5 t o $ 1 0 L l pr ( ) : 5 1 ( X )' .f l r i r d . j f o l l o w - u pb v p h o n c i f I d o n ' t g c t a
responsewithin 3 days. (Which I've onlv hail to do once.by the rvav.) Fourlh, I personalizethe
lctter and send it crrrcof the tlccisionnrukcr. Take thc tirnc 1o know rvho this is. Fiflh, I have
sometliingto sllv spccilic ttt their business...spccificallv... how I cun ntakc thcir businessbetler.
Do youl itome'nvorkhere. Fintl out what thev want and ofler it to thcnr. And that's about it.

P r c t t v s i t n p l c . t r L r t u l t r a - c 1 ' f ' eOcnt icv.eb.c c u u s c v o u s t a n d o u t . . . t s l G T I N ,TI E

r vI o . i t a c t u a l l y
gctsdclirercd.Thrce.it will usuallynrakcit pastthe gatckecper (sccretiry,assistant, etc.).
Four,thevrvill readit. Almost no onecan resistreadingit. And five. if vou havesomething of
bencfit to thent...an ircsistibleproposition, thcy will responcl.

You canreadthe letterstartingon the next Dase...

Page16
 SCOTTL. HAII{ES
7107 S. Yale Avenue,#295
Tulsa.OK 74136
Phone E-mail
9 18-555-5555 scott@killercopysecrets.com

October3. 2002

Mr. JoeSomcborly
c/o Blank Corporation
555 Any Street
,\nytt>rvn,LrSA 5-5555

Deu Mr. Sonrcbody,

As you can see,I have attachcda crisp trventy-clollarbill to rhc.top of this letter... and...
have FedEx'd it to yor-r.Why have I clonethis'l Actuall\,. therc ur-c.
l\\,,orcasol.ts:

L I have somcthing extremely lmlallllll and someu,hattirne-sensitive[o

t c l l y o L r . . .a n d . . .I n e e d c d i t w u v t o r t r a k es l l r ey o u g o t t h i s l e t t c r
i n r r n e c l i a t c l y .a. .n c l . . .t h a t i t u ' o u l d c r t c h y o u r a t t c ' t i , r .

2. And sincewhat I ltavc to tcll vou concel'nsmoney...tnt:ltelpittgvttu

ntttkcntore (ntuchmorO ntonet'J'r'ont \:out'prornotittrt,s'...1
thouglrtusing a
trventy-dollarbill as a little flnancial "eye-catcher"was especially
appropriate.

Here's what it's all about:

I know you'rebusyso I'll rnakethis brief. My nameis ScottHaines.I've beena memberof

and an subscribcrfor quite sometime. Good stuff! I'm alsoa
freelancecopywriterand marketingconsultant.

As I saidabove,I believeI can help you makemore (muchmore)moneyfrom your

promotions.A bold statement?Perhaps.But I believeI've got the chopsto backit up. Let me
giveyou a little background...

Since1998,I've beenworking with Gary Halberton a fairlv exclusivebasis. During this

timc, he thoughtenoughof my skills to pay me a retainerfce to rvritecopy f or him. I've even
ghostwrittenhis newslettL'r
on more thanone occasion.I've wrotea lot of profitablecopy for
him... makingus both a fairly decentamountof money. I still work with Gary from time to time

Page77
 and he's beenan excellentmentor and friend to me.

In betweenprojectswith Gary,I've found time to do quitea bit of work for top guyslike
RobertAllen andJay Abraham. ln fact, I just finisheda salesletterfor one of Jay's $5,000-
per-person seminars...
and...right now, I'm helpingBob Allen andMark Victor Hansenwith
their full-pagenewspaperad for their nerv book, The Onelv[ilu.rte
Millionaire!

Anyway. I'm just telling you this to give you a little background.Kind of a lot of "name
dropping".isn't it'/ I{or.vevcr.
it's all tmc! And ['ve gottc-nonehelluviicrlucationalon-u thc rvav.

Here'sthemainreasonI'm writins -v-ou:

I'm trvingto extencl ny network.juntpstartmy
{reclancc
cilrcer...and...sttu-t
workingwith a rviclervarictyof ''cprllitv"
clicnls.

Quite frankly,over the last coupleof I'eus. I've gottena bit lazv. I'r'e beenmakinga six-
figureinctlmeworkinc vervprtrt-tinre... anclnow... I'm Iookinuto impror,eupol thut.
'l'lrcrcf'orc.
this letter.

In your claily messilges,I scc all that vou are d<)ins...and I'm ernbarasscclby
mv lack of activity! So now. I've tiecidcd

I really want to go for it!

And sinceyou're "The N,Ian"at . . . I t h o u g h tc o n t a c t i n gv o u r v o u l d b c t h c b e s t

placeto start. What I'm looking for is a \\,ilvin. Any reasrinable ussignme nt. A "Lreatt6e
controf"or sonlething like tltat. That n'ar'.il'l can't ubsriltilah', prt.sitivt,lt. "l)r()t:e"rpv q,erl6to
y o u . . . a n d . . .h e l p1 , o ut n a k en r o r c( n t r c hr n o r e )m o n e V t i o nvt o t r r p r o n u r t i r l nI .sn, r o u t l V e r v
littie. if any,risk on your part.

I 1 ' t h asl o u n c l si k c s o n l e t h i nygo u ' r ci n l e r e s t cicnl. . . p l e u s cs i v c n r cu c l u i c kc a l l g r a n e - m a i l .

(N4ycontactinfo is at the top of the tlrst page.) I can sentisarnpiesor rvhlteveryou neecl.
Also,
I seethat you aredoing somcjoint \.enturestuff rvith _ If vou l-r.rppe n to talk to hirn,
hc'll vouchlor nre.too.

To get a quick review of my wotk, visit my web site at: rvrvw.killercopysecrets.com. It's not
quitefinished,but it'll at leastgive you sonleideaof what I can clo. On the next pzrgeare a few
tcstimonials,as well... with somereal world, monevmaHngresultsyou can readabout. I'd like
the opportunityto work with you... and... advancemy career.Looking forward to hearingfrom
you soon.
Sincerely.

ScottL. Haines

P.S. I'm confidentwriting in just aboutany field. Hor,vever.

healthand flnancial are goori
choicesfor me... also...justaboutany'thingto do rvith businessimprovement/business

Page18
 opportunity.That'sanotherreason
forthis letter...Irealizeyou do alotin thoseareas.

P'S.#2 ln the openingof the letter,I wrote that what I hadto tell you was extremelyimportant
and somewhattime-sensitive.Let me justify thata little: Right now, my schedulehas
o p e n i n g s .a. .n d . . . I w a n t t o f i l l t h o s e o p e n i n g s r v i t h t h e h i g h e s t q u a l i t y w o r k p oI s s i b l e .
believeyoll can help me do that. Horvever,I neccito movc fast! It alwavsseems,that
whenI do get openings...the "vultures"swoopin. What I meanby that is... peopletry
and hire me with ridiculousoffers. Peoplei usuallywon't considerworking wittr.
lNot
bad pctlple.just peoplethritdon't valuc mv rvorkpropcrly. N{y fault for not positioning
myself correctlv.) However.I sometinres takethoseoff'crsto pali the bills rn-u-
schedule fills up. T'hat'swhat I meantby,.extremell, important"anrJ.,tirne-sensitive..,
"n,t
Probablvlrorc so fbr me than vou. BLrtit rvoulclbc njce if I coultl flll thosco;reninus
rvithclualityr,vork...insteacl o1'"1lller"stufl..

P.S-#3Here'snrv ccll phonenttrnber.as r.r'cll:(-55-5)

555-5.5-5-5.
You can rcachrnc on it anv
tilrrc.

"What Others Say About ScottHaines

And His CopywritingAbilities...
"Scotlis trtrlytlnco{-thebcstcc'rpvwritcrs in the rvorlcl...anrl...oneof'orrlythreepeoplewlr.sc tipinionI
trust' OVerlhc lastl0ur vearsor so,he hasrvrirtcnnurnerous picceso1'aclvcrtising lbi me, all o{'whic5
vvcreenormously successlirl. What'sma1,be ntostinrpressive is his uncannvabiliiyto sell high-ticket
itcrnsrvirheasc.Lastyear,he wrotea leltcrthutrnadc$36 {br evcrvSI spcntrraiiingitt a pricepoint
of
$ , 9 7 0A. l c t t c r l t e j u s t w r o t c f o r n t e h a s r n r t d c ( s o l t i rl)i $
t r2c3r c r l , $ ls p c n t a t a p r i c ' c p g i n t o l , S l . : : : . . .
ancl...we're still gettingordcrs!"
- Gary C. Halbcrt, "Tlre Workl,s GreatestCopyrvriter!"

"Last year Scottrvrotea saleslc'tterfbr ntc that pullcd a ,1%,rcsponse . Tlat rnaynot soundtoo
impressive , hovu'ever, onceyortrealizethe sellingpricc per unit _ $ 1.032_ it bccomesimnterliatelv
clc:uthatit's very irupressivc.I madesorrrething like $.11 lirrevcrv$l spr.ntnrailingthatletter.Scott
a n d l c o n t i n u e t o w o r k o n n i a n y p r c r j c c t s ' r g e t hI nelra. c t , h er e c e n t l l , \ L , r o t r . a l e t t c r l o r n t y $ 1 0 , ( X ) 0 p c r
y c a r ' P l a t i n u m P l u s ' c o a c h i n g c l u b t h a t p u l l e d a n a n r a z i n g 2 l T c r e sl pf yoonusgcel t a c h a - n c e
tohire
him... don't thinktwice! Scott'scopyrvritine andconsultingservices areessentially free...because... he
makesyotl so much nroremoncythanyou otherwiscwouicl. FIecould chargcdoubiewhat he
cloesnow
and it'd still be a bargain. I can't recommendhim highly enough.-'
- Joe Polish, President, Piranha Marketing, Inc.

"Scoft is oneof the most obscsscd copvwriterson the planet. He hasuncoveredeverysingleuscful secret
of the greatestadsever written...and proved that they still work, over and ouer again,with fresh
ads for
new products.He'sa "living library" of tricks,tips and short-cutsecretsthatwill instantly
turn evena
pure dog meatad into solid gold, Iiterallyin a few nrinutes.Ninetypercentof the copywrirers
now
working haveno clue what makesa successfulad. It's not a mysteryto Scott,and he
it
iroves over ancl
over againby makingclientsrich!"
- John Carlton. "The Nlarketing Rebel"

Pagel9
"Scott is my own personalmarketingspecialist. He is a pro. I, myself, havehired Scott to help me with
severalof my marketingcampaigns- with gTeatsuccess.I'm impressedwith his work and I know you
will be, too!"
- Robert G. Allen, #l New York Times Bestselling author of, Nothing Down and Creating Wealth.
(NOTE: This quote is from Robert's latest rVewYark Times besf,sellingbook, Multiple StreamsOf
Intcrnet Inconrc.)

END

A couplemore quick thingsabouttliis lettcr. It's a versionof Halbcrt'sfamousdollar-bill

letter. Thereshouldbe pagenumbersand tooters(go to page2) on it. I had to leavethat otf fbr
tormattingreasons.

l'reelancing Ilesources:

ln this spccialbonuschaptcr"I'vc donernv bcstto givevou :l krt of insidersccretsunclsomc

blr-rnttr-uthairoutthe prol-cssion.ProbablynrorcthanI shor,rlcl have. I don't want to discoLrragc
you cornpletely.But, I l'eela duty to tcll you what it's reaily like. If vou can handlew'hatI've
told you, andyolt follow the adviccgivclr here, you rcallvcan havca satisfyingcareeras a
freelanccr.Therewillbe soodnroncv.cxcitcnrcntantlfirn alongthc rvay'.A f'elvrocky spots...
hopefullyless...if you foilow nty advice. ln an1,case,if you chooseto pursuea careeras I
ficclancer,I wantto wish you a goocl.excitinqand lirlflilin!-journr-\,.

Also, cventhougtr['ve given you a lot (rnost)of what I knor,,'.thcre's n]ore. So, beiorvarc
sonreiidditionalresource
s you shoulcltakc arlvantageof to help vrruadr,'ance )'ollr lreeiance
copywritinscareL-r:

lvrvw.dmnews.comThis is. accordingto thern,"Thc Newspapcro1'Recorcl fbr Direct

N4arketers." I probablyrvottldn'tso thilt lar. but. you shouldgo to tlieirnvebsifcanclsubscribe.
If lbr no otherrcast:rnthanto readthe list lccornmcndalions in eachissue. You can sr-rlrscribc
lirr
free if you tell them you erc a copr,'writer.

wrvlv.insidedirectntail.com.Yon slroulcisubscribeto this. Mcrnbership(anda f'cw bucks)

allows you to accesscontrolmailing pieccsin anv industry.Which is very valuable.You can
seewhat appealsareworking in any market. They alsohavea miigazinecalledTargetanclii
couple of publicationsyou might want: Who's Charging \Wat an<1,Directory of Mojor Mailers &
What TheyMail.

WARNING: The advicein the abovetwo rcsourcesshouldbe viewedwith a lot of scrutiny.

They will talk aboutthe valueof teasercopy, yes-notokens...and... a lot of othergiLrbage
that I
whole-heartedlydisagreewith. I, and my cohorls (in the "non-professional"world of direct
marketing)can stompthe gutsout of the rnailingsyou'll seein thesepublications.An example
of this is Carlton'ssex book letter. However,as I saidbefore,there'sa reasonwhy (many,
actually)"we" don't work with the "professionais"andbig mailers. But. it's a goodway to keep
your fLn_eerson the pulseof what is beingsold to whom.

Page20
 wwY.awaionline.com.Greatresource.I've workedextensivelywith the folks there. You'll
want to subscribeto their freee-letter,The GoldenThread. ln everyissuethey postjobs. Visit
their onlinediscussionboard. Therearealsoarticlesand otherthinssof interestthere.

www.directresponsejobs.com.
A web site tied into AWAI whereyou can look for jobs.

www.selling-yourself'.com. This is a productput out by AWAI anclBob Bly. You might

considergettingit. Also, Bob Bly hasa few bookswell worth reading:Bob Bly'sGuideto
Freelunr:eWritin,q,Succe,s^r.'
Hotv to Muka $l00.000 a YearAs u Freelutce Writcr tmtl Huve tlrc
Tilneof YourLiJ'eDoirtgIt. Bec'onrcA RecogttitetlALrtltorit\:
InYour Fieltl-\n60 Day,sOr Less.
Write More, Sell More.

JohnCarlton'swebsite : rvwlvjohn-carlton.com.Thcrevou'"villl'indhis blog (whichis

greatreadingand iree) and... in thc upperrieht hand sideyou'll lind a link to germore
informationon his "how to be a freelancer" cr)Llrse
. I highlvrccornmend it. It's a lirll courseon
lrcelancins,
basedon his 20 pius yearsin the business.I thinkif vou li:rvchis copvrr,'ririnu
course,you can getthe freelance coursefor $197.

Page2l
specialBonuschapter on Salesmanship
and SalesmAnship-in-Print
I
Just
salesmanship
(ChapterTrvo In Scientil'icr\dvertising.
A Book By ClaLrde Hopkins.)
(NOTE: I've highlighteclsomekey points.)

rflo properly understancl advertisinsor to learn even its ruclirnentsone

I nruststartrr'irhthe right conccption.Advcrtisingis salesm:rnship. Its
principlesare the principles ol'snlcsmanshiJr.Succcsscs ancllailirresin
both lines are due to likc causes.'I'hus every advertisingquestionshould
be an.^lveredby the salesnt:rn'sstandards.
Let us enrphasize thatpoirtt- The only plrrposcol'atlvcrtising is to makc
sales.It is profitableor unprofitablcaccordingto its actualsales.
It is nut for generaleffect. It is not to keepyour nanlebefurethe people.
It is not prinrarilyto aid vour othcrsalesnren.
Trcat it as a salcsntan.Forceit to jLrstifvitself. Conrparcit with othcr
salesmen. Figure its co:t end result. Accept no excuseswhich good
salesmen 'Ihcn
do not ntake. vou w'ill not go lar wrollg.
The dill'ercncc is onl1, in dcgrce. Aclvertising is rnultipliecl
salesrnanship.It mav appealto thoLrsands while tlie salesmantalks to one.
It involvescorresponclinc cost. Sonrepeoplespend$10 per w,orclon un
avcragcadvertisernent. Thcrclorccveryad shouldhe a super-salcsnran.
A s l l c s n t : . i nt'nsi s t l t k cr l l a yc o s tl i t r l . ' .A n l d i c r l i s i n gr n i s t a k n
e l l y c o s ta
thousand timesas much. Be morecauti()us, morL-exilcting,lherefbre.
A mecliocresalesnan mav afl-ecta small part of your traclc. Mccliocre
advertisingaff'ectsall of your tradc.
N{any think of advertising as ad writing. Literary qualifications
have no more to do with it than oratory rraswith salesmanship.
one must be able to express himself briefly, clearly and
convincingly,just as a salesman must. But fine writing is a distinct
disadvantage.So is unique literary style. Thev take attention from the
subject. They reveal the hook" Any studied attempt to sell, if apparent,
createscorresponding resistance.
That is so in personalsalesmanship as in salesmanship-in-print. Fine
talkcrsarerarelygood salesmen.They inspirebuyerswith the fear of over-
;nfluence.They createsuspicionthat an effbrt is madeto sell them on other
.inesthanmerit.
Successfulsalesmenare rare'lygood speechmakers. They have few
rratorical graces. They are plain and sincere,men who know their
"'ustomers andknow their lines. So it is in ad-writine.