The headline above is what’s called a “fascination” and they are mainly used in bullets. They arouse curiosity; they tease and titillate. That’s why they are so powerful. Lead sentences can do this too as you’ll soon see.

FIRST UP A LESSON: I’m aware for some of my blog visitors they have no desire to write their own copy. This is understandable. Writing good copy takes time, diligence and a keen eye for detail.

Many of my members are busy and their hearts aren’t in the copywriting side of things. That’s okay; I understand. Copywriting isn’t for everyone. However, this doesn’t mean you should not study copywriting. It’s a BIG mistake not to fully understand all the intricacies, a huge loss to your profits if you do not understand, at a deep emotional level, what copywriting is all about.

The best marketers I know are all great copywriters. Many prefer to outsource this task; but they have the skills if needed. They also have the skills to critique the work they get back from freelance copywriters.

It’s no accident, all of my top earning Clients and Members are all obsessive students of copywriting.

It’s no accident; many of this country’s top copywriters study my newsletter.

So, even if you are not interested in writing the copy yourself; you should be VERY interested in what I say in this post. Don’t dismiss the ideas, the in-depth studies we cover on this blog just because you don’t wanna write copy. You’re smarter than this. This isn’t make- believe. This isn’t fool’s gold. This is the real deal; the real GOLD. This is where the money is.

NOTE: GREAT NEWS for small business owners who do want to write their own copy. Look, there are so many benefits to writing your own copy, I could fill this blog. However, to keep it brief, here’s just a few.

One, it gives you freedom to exploit any opportunity by quickly jumping on current events (Collier Principle) and shamelessly exploiting each opportunity.

Two, you save money on copywriting fees.

Three, you’ll make more money.

Four, in many markets, okay to good copy gets remarkable results. This means you do not have to write world-class copy to succeed.

Plus there’s a whole smorgasbord of other reasons as well. But above all, the ability to craft words that sell gives you FREEDOM! In these uncertain times that is a TRUE blessing.

Okay, let’s get down to business.

How to write sizzling leads

I’ve taught the if/then opening for years. I was using it before I even knew what it was or what it was called. I picked it up through observation and careful study of dozens of great sales letters. But I think it was John Carlton who first pointed this out to me many moons ago. The if/then opening is highly effective and fully explained in my Sales Letter Writing Home Study Pack.

Anyway, I’m not going to spend time on it here; but I will give you several ways to start your letters off with a bang.

It’s important to realise that your first sentence or paragraph is critical. You’ve got them in with your headline, but they are looking for any excuse to put your letter down (or click away). This is make or break time and you’ve gotta lead with all guns blazing.

In his book, Advertising Secrets of the Written Word, my friend Jo Sugarman says the point of your first sentence is to get the second sentence read. The point of the second sentence is to get the third sentence read and so on. Jo likes to keep his first sentence short. Good advice. But there are many ways to skin a cat. Here are a few examples of leads I’ve used that demonstrate Jo’s concept.

It’s a fact…

It had to happen…

No one is immune…

Then I simply go into the story. I can see why Jo likes this method so much… but as I said, there are other ways. Let’s look at two of them.

SECRETS LEAD: I’ve got a secret is still one of the most powerful ways to get and keep attention. Curiosity is powerful; NEVER underestimate the power of curiosity; it’s a BIGGIE!

Template #1: What if I gave you the one secret to eliminating (insert problem) forever, without (mention thing they don’t want to do) and without (another thing they don’t want to do) would you be interested?

Template #2: Imagine possessing the secret to (insert benefit) that makes (insert problem) a breeze.

So, if I were selling a diet product, here’s how each example would look.

Example #1: What if gave you the one secret to eliminating excessive weight forever, without counting calories and without starving yourself to death either; would you be interested?

Example #2: Imagine possessing the secret to weight loss that makes shedding weight a breeze.

The SECRETS LEAD is a powerful one to have in your arsenal. And look, you can play around with these templates. Change them, mix them up; add even more to them. The main thing to keep in mind is curiosity. Have you whet their appetite to want to know more? Have you aroused a burning desire to know the secret? That’s where the money is!

SIDE NOTE: For the astute student, yes, Template #1 is the “Without Click” I taught at my Master Class.

BIG PROMISE LEAD: This lead is still effective however, because we are such a sceptical bunch these days, you need to back it up with proof real quick. You don’t want the dreaded “yeah sure” response from the reader.

Template #1: This could be your one chance to (insert benefit)… here’s why…

Template #2: This message contains the one critical thing you need to do right now to (insert benefit). Let me explain…

So once again, if I were selling a diet product, here’s how each example would look.

Example #1: This could be your one chance to lose all the weight you want quickly, easily and without any fuss. Here’s why…

Example #2: This message contains the one critical thing you need to do right now to shed weight and keep it off forever. Let me explain…

I trust these templates will help you write your own mesmerising leads that capture the attention and imagination of your market.

I’ll leave you with a few examples of lead sentences taken from my winning promotions.

This one taken from a winning Business Opportunity letter still going strong after four years…

Dear Friend,

My name is Tom Smith, and if you’ve got ten minutes, then I’ll show you how to get in on the ground floor of an exciting new business. A business that until recently has been kept secret, while those on the inside kept it to themselves and quietly made a fortune. A business that is wide open and ready for YOU to make good money while working part-time hours from home.

Big call? Maybe…

But please let me explain and I’ll tell you what this is all about…I’ll take you back to where it all began, so you can see for yourself the GOLDEN opportunity that’s right in front of you…the sheer brilliance of this “Secret Business” that I’m willing to EXPOSE…

This one pulled over a 4% response on a cold list ripped from the Yellow Page.

Dear Fellow Air-Conditioning Business Owner,

Running a successful air-conditioning business seems like child’s play. Summer time comes and everyone’s rushing out buying air-conditioners and then madly trying to find someone to install them. To those standing on the outside, it looks like a real good business to be in. Like selling lollies at a kid’s playground. Or selling sun-screen at Surfers on a hot summer’s day.

Unfortunately, you and I know different. You know in winter business slows down to a mere trickle. And you know in summer you can’t keep up with the demand. It’s boom or bust without a steady, continual, and predictable income from one month to the next.

But it doesn’t have to be this way… you’re about to discover an easy way to build the business of your dreams, quickly, easily and without any fuss. Let me explain…

Another one taken from a winning Business Opportunity letter…

Dear Friend,

If you’ve been looking for an exciting and lucrative way to make money from home … and you’re sick and tired of all the pie-in-the-sky business opportunities that promise you instant riches but leave you in the lurch … and you want something REAL, something that’s do-able, lucrative and emotionally rewarding … then you’ll want to read every word of this letter very carefully. And here’s why…

LESSON: Never underestimate the importance of your lead sentence/s.

Love to hear your comments and I’ll do my best to answer each one personally.

This post is a bit more how-to than of late… and if you keep reading, you’re gonna discover a valuable lesson on copywriting… a lesson that could easily make you more sales, make you more money. (So why wouldn’t you keep reading?)

So let’s get busy…

I often get asked about the features of the product. Especially features of a technical nature.

“Surely you’ve got to mention the features, not just the benefits?” they ask.

And my answer is YES, of course you do.

You need to explain the features of your product so your customers know what they are actually getting. But you do it in an exciting way.

You let them know what these features mean to them (benefits) and what they’ll feel about experiencing these benefits.

But the REAL question these people are asking is:

“How do I stop getting bogged down in the copy when I have to mention a lot of technical stuff?”

That’s the real question they finally get to asking. That’s what they really want to know. And it’s a damn good question too. That’s why I spent time on this at my Last Ever Copywriting & Marketing Master Class, because it’s an important concept to understand.

So for now, here’s something to keep in mind.

When you read your copy out loud, you’ll find there are certain parts of your letter that slow down, that lose the “Greased Slide” effect.

Watch out for Technical jargon: Just because it’s technical, doesn’t mean it has to be boring. You have to rewrite in everyday English.

Here’s an example so you get the idea…

FEATURES: Widget is small (5cms by 3cms), Widget is light (20 grams)

COMPELLING COPY:

Just 5cms by 3cms, and weighing only 20 grams, this handy
lightweight widget fits snugly in your pocket.

ANALYSES:

There’s a lot going on in this one sentence.

• I’ve let them know the features: 5cms by 3cms, 20 grams
• I’ve used powerful adjectives: Just, Handy, Lightweight
• I’ve used powerful Verbs: Fits, Snugly (Yes I know “snugly” is an adverb and I try and stick clear of them. But it fits here.)
• I’ve painted a picture in my prospect’s mind: Fits snugly in your pocket. This makes it instantly identifiable… the prospect gets instant clarity. He can see it!
• It’s active: I’m not saying: this handy lightweight widget would fit snugly in your pocket. No, that’s passive writing and doesn’t engage the reader. I say: this handy lightweight widget fits snugly in your pocket. This makes it happening now, in the present, as if the prospect already possesses the Widget.

It’s assuming the sale, another BIG subject I covered at the Master Class. It’s these small but significant changes that make the difference between okay copy and the world-class copy that brings in a truckload of money. It’s one of the reasons I get paid the BIG bucks, he says modestly.

Put it all together and I have turned what could have been a dull moment in the copy, into a benefit filled experience.

Strive for instant clarity in your copy.

Strive to make clear what the technical stuff means to the prospect.

Strive to put your prospect in the picture.

See you next week.

Stay coolRelated Posts:

• The ONE Simple Technique to Closing More Sales
• Persuasion Power … The Two-Sided Coin
• 7 Tips For Writing YOU Focused Copy
• They Gotta Feel You’re Real…
• How To Find The Right Tone & Voice For Your Market

I was sitting outside Sydney Airport with my wife getting in a last minute cigarette before my flight back home. Yeah I know, filthy habit and it’s gonna kill me, but hey, we all have our vices. Anyway, next to me was my “new friend” Jeff from Tamworth, a guy who up until that point in time was a complete stranger to me.

You see, Jeff immediately introduced himself as soon as my butt hit the bench beside him. He even felt compelled to share with me his thoughts on the world and we exchanged pleasantries as we smoked and waited to go inside… Striking up conversations with complete strangers is something I usually discourage while travelling, but my guard was down, I was tired and he was one of those people who love to have a chat… at it turned out, he gave me a big lesson.

Anyway, it wasn’t long before his talk moved to the price of petrol.

“How much is petrol in Mackay mate?” he asked with genuine interest, as if my answer, the price of petrol in Mackay, may reveal some ultimate meaning to the existence of life on earth. Some wonderful revelation that would revolutionise the human race, cure world hunger, or bring an everlasting world peace.

Okay, I’m exaggerating, but his eagerness indicated a compulsive desire to know. Anyway, I really had to think. Frankly, whether the price of petrol goes up or down, savvy business people are still making money. So I don’t pay much attention to it. But his eyes pleaded for an answer so I had a guess.

“Wow, that’s cheap,” he replied. “I remember last year, petrol went up damn near $2.00 a litre in Tamworth. I tell you,” he continued with a conspiratorial air, leaning into me and indicating for me to do the same with a wag of his finger. “Not too many people went anywhere that year.”

And that was the statement that made me sit bolt upright! That was the statement that made me listen; really listen to this man sitting there beside me. Because man I was gob-smacked! It was a wake-up call! And I was glad I was sitting next to my new friend from Tamworth that’s for sure. I spent another 15 minutes with him. Quizzing him. Probing him. Empathising with him and his lot.

So why did I get so damn interested and excited? Simply this…

As a copywriter, I can’t let myself get too isolated and lose touch with the market I’m writing to.

Recently I took on a client who sells marketing kits to Trades People. Soon, very soon, I’ll be writing to this market. This means, I need to get grounded and think back to my past life when I was on the tools. Just around the corner in my schedule I’m going to have to start thinking like a tradesman.

And that’s real important to my client so he gets maximum results.

Because think about it.

The last two weeks I’ve had a ball hanging out with friends and clients who are true success stories where abundance is the rule of the day. Scarcity is a non-issue… we know we can always get more. But very soon I’ll have to start writing to trades people… I’ve got to start thinking like them, feeling like them, understanding them at a deep emotional level. I have to know what concerns them, what frightens them, how the industry in general is doing and a 101 other things that almost guarantee a winning promotion. So for me, sitting down next to this guy was pure research.

So there’s a great copywriting lesson for you.

You must never isolate yourself from your market. Never be cynical or think you are better. True selling is all about empathy and this empathy clearly shows through in winning copy.

But let’s get away from copy for a minute.

Here’s the BIG wealth lesson for you.

You can’t let your mind be corrupted by all the little grievances we face on a daily basis. When my new mate talked about petrol prices his whole body changed. His face began to grimace, his shoulders sagged, and he had the look of a defeated man.

You see, taking part in the “petrol is expensive” debate around the water-cooler each morning is poisoning your mind to accepting abundance.

Think about it.

How can bitching and moaning ever improve a person’s life?

How?

It can’t!

And it’s the old catch 22 thing in action. The more you bitch and moan about something, the more of it you get.  I believe you attract this, it’s preordained.

Same with abundance.

Start thinking abundantly and start taking the right actions, you’ll start to attract abundance into your life.

Now before you start saying “it’s easy for you Pete”… let me remind you my change in thinking started well before success came my way. My thoughts changed before my circumstances did. There is no other way.Related Posts:

• It’s Not My Fault
• Start-Up Business Secrets
• How To Find The Right Tone & Voice For Your Market
• Do you really have to under-go a near-death experience to become a street-savvy Marketer?
• The Travelling Speaker

#1: Empathise with your reader

You’ve got to be sincere. You’ve got to care about your reader. I keep saying it but you’ve got to understand what he wants. What he fears, what he desires, what he talks about and what he thinks about.

What’s this guy’s life like anyway?

When you are sincere and you truly empathise with your market, your reader will feel this. You’ll instantly bond with your reader… and that’s what you want okay?

So your research is a critical part of this. You’ve got to find out the answers… otherwise you’ll just be guessing and every time I’ve guessed, I’ve lost money. Don’t like it and I don’t recommend it.

#2 Use a Conversational Tone

You are writing to one person so keep your tone conversational.

Look, you can take this too far so you must understand the words and phrases your market uses.

I have seen letters that completely miss this point. And I bet they flopped too. One word out of place, as you have learned, can kill the sale.

Okay, here’s an example. If you’re targeting the affluent, then speak their language. Don’t say “gotta” or “ain’t” or “wanna’ or any other colloquialisms that may offend. If they wouldn’t say it, you don’t either.

Simple.

That doesn’t mean you get all holier-than-thou when you’re writing to the affluent. You still have to write simply. Just don’t use any words that will kill the sale.

Just picture the perfect prospect in your head and begin writing. See that person, feel what it’s like to BE that person… heck, get inside that person’s head and find out what it’s really like!

Another point to remember. Use the word “you” in your copy.

• You this…
• You that…
• You get this…
• You’ll see…
• You’ll discover…
• You’ll be…

It’s all about them remember! Got nothing to do with “you” the writer… it’s all about “you” the reader, the guy that’s gonna hand over his cash and feel damn good about doing it.

#3 Get Fired Up With What You Are Selling

You’ve got to get enthusiastic about your product. And you must believe in its merits and be willing to get your passions for the product down on paper in a compelling, emotionally charged way.

With some jobs this can be difficult.

You may not be overly excited about the concept. (Writing Pam Emery’s cellulite copy comes to mind.) This happens and you’ve got to get over it. (Of course, there will always be jobs you are not morally aligned with… just pass up on those jobs and move on to the next.)

So how do you get excited? How to you get emotionally involved with the product? How do you get the old adrenaline gland into gear and start pumping out some kick-arse copy?

A gallon of coffee?

Well that might help, but here’s what I do…

I put my scepticism aside and just soak up all the good things about the product.

I imagine someone I know or love who could benefit from this product. (Of course, while researching your product you may uncover some negative aspects of the product. Okay then, just turn it into a positive. Raise the objection and solve it.)

Go through all the benefits of the product and see what emotions and feelings they stir in the prospect. Get in “the zone” and get writing while you are all fired up.

#4 Write Simply

Look, you don’t have to be Hemingway to write a good, basic, emotional direct response ad or letter. Just keep your sentences simple to begin with.

So get rid of the big fancy words. Throw them in the bin and stick with clear, simple words that convey your message precisely.

This means writing as you speak.

Here’s two things to keep in mind…

• The average spoken sentence is around 7 – 10 words.

• The reading ability of the average Westerner comes in at around the grade six to seven levels.

Think about that next time you get long winded.

#5 Pacing

When all of your sentences are the same length or the same kind of tempo, you’re going to lose the reader.

Remember the greased slide I told you about?

Good.

Because that’s what killer copy is all about.

It’s a greased slide that leads your prospect from the top of the letter to the end in one smooth slide… the only way is down, down that greased slide to the close of the sale.

And sure you do this with benefits and the feelings the prospect gets from the benefits… that’s a given. But world-class copy is more than that. It’s about the speed, the tempo, the way your individual words form together to make the whole.

You’ve got to develop the rhythm, the beat, the rising and ebbing tempo that speeds your prospects along down the greased slide to the close of the sale.

The following will help.

Here’s how to add some spice to your copy…

1. Break up long sentences with ellipses …
2. Have a long sentence followed by a short sentence.
3. Write in threes… I think they’re called something like triads… not sure, but I use them all the time.

Here’s an example of triads and the use of ellipses…

To my clients the answer is easy… it’s the money, it’s the lifestyle, the freedom… and it gets in your blood, into your very being and you can never go back to what you had before.

What you are about to learn here in this manual has taken me from rebel to riches… from getting paid $18 an hour to $800 an hour and more. This kinda info lets me lead an amazing life.

I get to travel; I get to meet sharp-minded clients who live intense, full lives… I get to help struggling entrepreneurs build fortunes and help successful marketers make even more money.

See how it flows?

6: Use italics, underline and quotation marks to ram home your message.

I like to use the three of these techniques to highlight certain words that I want my reader to really get.

Here’s an example from one of my letters that shows how to use italics…

Imagine waking up in the morning and standing in front of your mirror. You turn around and look at your buttocks and thighs. Usually this is a moment you dread and most times, you scamper past the mirror, too afraid and too ashamed to look. But instead of seeing those ugly orange-peel dimples, your eyes are drawn to the smooth silkiness of your skin. Your cellulite is gone, disappeared… and so has your self-consciousness.

Here’s one that shows underline…

This technology has now been tested, refined and proven to work on even the most stubborn cellulite.

Bolding and All Caps work great too.

Here’s an example…

Don’t forget you WIN whatever happens. Even if your return your product, you still get to keep the FREE bonuses valued at…

BIG TIP: Exclamation marks! Try not to use them much. In certain cases yes, you do need them. But be aware of each time you use them and the reasoning behind your decision.

#7 Smooth Transitions

You’ve got to have the ability to formlessly go from one idea to the next. A shift in thought, highlighting another benefit, introducing a new twist, all need smooth transitions to pull them off.

And it’s not hard to do either. You just need a few phrases to get you there.

Here’s a few that I use…

• Here’s why…
• Let me explain…
• But here’s the good news…
• Fair enough?
• Don’t you agree?
• Here’s the thing…
• But I’m getting ahead of myself here…
• Is that fair?
• But guess what?
• But get this…
• Please understand…

The list goes on and on. Can you see how these work? Good! Because jerky or non-existent transitions kill the sale.

You get the reader in on one thing then bang you drag her off track onto another thing.

There was no transition, no greased slide… just a losing of your reader’s comprehension. And that’s when she puts your letter down.

So make sure you take the reader with you. Transitions do the job.Related Posts:

• How To Find The Right Tone & Voice For Your Market
• How to Turn Boring Facts Into Exciting Benefits
• The Illustrated Sales Letter
• Copywriting Salesmanship in Print
• Muhammad Ali’s Guide To Copywriting

In my workshops and seminars I talk a lot about the greased slide. One piece of advice I give is…

Don’t Gamble On a Single Word!

Good advice. And I go to great lengths to explain this concept. In this post, I want to really ram home the importance of “The Greased Slide.” PLUS, next week, I’m going to give you 6 ways to write copy that focuses directly on the prospect, not the product. 6 ways to capture the right winning tone and voice that resonates and captures the attention of your readers.

But first, “The Greased Slide.” What do I mean? Simply this. Your sales message has to be like a greased slide. The prospect gets on up top and slides breathlessly to the close… to the sale.

There must be NO interruption. No pause in the urgency of your message. Because get this…

Your prospects don’t want to read your letter!

And I know… you’ve sweated over that letter, agonised over the headline and offer. Spent days trying to come up with the right message, the right theme that’ll cause a buying frenzy. Sure I know that! Trouble is, it doesn’t matter how much you worked on that letter, how much you love it, your prospects don’t give a damn. And they definitely don’t want to waste their precious time reading your letter.

They want the benefits your letter promises. Big difference right?

At my recent workshops in Brisbane, Perth, Sydney and Melbourne, I spent time emphasising the importance of not boring your reader for even one second. I explained the concept of “The Greased Slide” and I revealed 8 ways to keep your prospects reading.

But there is one critical thing I want to share with you now that you MUST accomplish in your copy to have any hope of keeping your prospects’ interest.

You have to find the winning voice that instantly bonds with your particular market. I’m up to my ears in a large job at the moment and finding this winning voice has been a bit of a struggle (it’s a new market for me). I’ve spent many hours honing this voice, ironing out the bugs, until now I’m certain it rings true. That it rings of authenticity. One false word or phrase could blow all of my good work.

Here’s the secret: You have to show empathy, that you know what your prospect’s day is actually like. That you genuinely and sincerely care what happens to him. And one way to do this is by writing “YOU” copy.

Meaning…

• Your copy is focused solely on prospect, not product.
• Your copy rings true with your market. (Not one word is out of place.)
• Your copy radiates warmth and sincerity.

And in my next post, I’ll give you 6 ways, count ‘em, 6 ways to achieve this!

POST SCRIPT: By the way, at the upcoming Inner Sanctum Conference, I’m revealing a secret on copywriting I’ve kept close to my chest all these years. A secret that almost guarantees connection with your audience. And this time, we’ve opened the doors to non-members. http://www.crocodilemarketing.com/eventRelated Posts:

• 7 Tips For Writing YOU Focused Copy
• How to Turn Boring Facts Into Exciting Benefits
• The Illustrated Sales Letter
• The ONE Simple Technique to Closing More Sales
• Copywriting Salesmanship in Print

People love stories. We eat them up, especially when they involve others who are experiencing the same problems that we are. We can see ourselves in the stories. That’s why they are so effective.

NOTE: Please read the underlined section again, because this is how you form an instant bond with your market. It’s no accident best-selling magazines and Current Affair shows are chock full of Human Interest Stories. Because they work… work to build rapport, work to grab attention and hold interest.

It’s the same with sales letters. The best letters I have ever written all contain stories. It’s that human interest side of things that get people in.

There are two critical elements of all great stories…

1. Tension
2. Discovery

Okay, how can you apply these two elements to your letters?

Easy.

You bring tension into your sales piece by highlighting your prospect’s problems. You then agitate these problems to a fever pitch. Work them up a bit and get them very aware of their problems. This creates a palpable tension.

Then comes the discovery.

This is where you reveal the solution to their problems. And the solution is your product.

So when you are writing your sales letter try to wrap your message around a story. Remember, it’s the human interest pieces that get us interested. Not the product. But how the product is used by a person and the results that person gets by using the product.

It’s never about the product … it’s always about the benefits of the product, what the product can do for them.

And you highlight what it can do for them by telling a story of how the product has helped others. You see what you are doing? You are putting people into the equation … real people who have used the product and the changes that occurred in their lives when they did.

This makes your sales pitch so much more interesting … more personable and believable.

So, what does this mean to you?

Well what’s your story? When I ask clients this question, many don’t have an answer. They don’t think there’s much to say about their history; no surprising twists or turns … how wrong they are.

• Every person has a story to tell.
• Every product has a story hidden just waiting to be exposed.

The secret is to find it. So go deep. Don’t hang around on the surface floundering. Go deep and discover the inherit story. If you can, entwine your story into your product’s story so they blend together as one. This is seamless selling … the best kind there is.

It involves tickling your prospect’s senses through an entertaining story that reveals the answers to their problems. They are being entertained, not blatantly sold.

But in reality, they are being sold … they are subconsciously selling themselves while reading your story.

Note: Blatant Sales Pitch! In February 2010, at the plush Hilton Hotel in Brisbane, I’m conducting a workshop so unique and controversial; it will only appeal to a few… yet so illuminating, it will shine a new light on those attending, giving them the REAL key to fame and fortune.

The workshop is called: Cash Character Academy.

You’ll discover:

How to Create Winning Personal Stories
That Attract & Persuade, Retain & Ascend!

You’ll…

Instantly Become The Super Hero of Your Niche!

You’ll walk out of the workshop with your own bank of personal stories, stories so powerful they should come with a disclaimer.

Anyway, I’ll be launching this amazing event shortly. And, I’ll be giving a $500 Early Bird Discount for those that take action. Stay tuned and don’t change the channel.

POST SCRIPT: It’s no accident some of the sharpest minds in Aussie marketing and copywriting are jumping on this workshop. They can instantly SEE the value. You’ll get to mingle with the best of the best… now that’s gotta be a good thing right?!Related Posts:

• They Gotta Feel You’re Real…
• We Do Not Sell To Virgins
• Sales Letter Writing Workshops
• How To Find The Right Tone & Voice For Your Market
• It’s Not My Fault

Being a professional writer, I can’t wait around hoping that inspiration will strike. I’ve got to sit down and start writing. This takes discipline and I’m not always successful. There are so many other things that beckon me, calling me away from my work. Most days I hold firm and don’t give in to my lazy-ass self. I give myself a little pep talk; remind myself of all the good things coming my way and how they’ll keep coming if I keep writing. As I said, most days it works.

But there are some days when I can’t start a job. I’m unfocused, without energy, and I dodge past the big bundle of stuff that represents the present job… and then move on to something less demanding and more enjoyable.

This can go on for days. I keep busy, but on the wrong jobs. I do the jobs that I want to do. Trouble is, doing this can become a habit; and habits take time to break.

When I notice this happening I start to question my motives. Why am I delaying? 90% of the time, it’s because I haven’t done my homework. All that prep work that goes into a job. When I become aware of the problem, I try to fix it. So in these cases, I get back to the big pile of stuff the client has sent me and I begin searching for clues.

Writing great copy depends on great preparation. And many times, you have to let your ideas simmer away in the background; your mind percolating the brew of information into a dynamite promotion.

So procrastination isn’t always bad. You do need time to prepare and digest. The trick is knowing the difference between being under-prepared and putting it off. It’s through experience that you get to know the difference. Self-awareness can be a wonderful thing.
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The Master Closers… those precious few copywriters and sales people who know how to close the deal and get the order… are worth every cent you pay them.

You see, without this ability, you can’t make money, and your cash register won’t be KA-CHINGING…

Like all skills, learning how to put together powerful closes that seal the deal is a skill, it can be taught…there are formulas to follow. Trouble is, those who know this skill are reluctant to share, they know the value of this skill and they desperately want to keep it to themselves.

That’s because once you know the Secrets of the Master Closers, once, you know and completely master the skills of the close, your income will SOAR, your promotions will hit the market with a BANG, your choices in life and in business will RISE… in fact, possessing this skill is the closest thing you’ll ever get to having your own…

Personal ATM

… it’s just like…

Printing your own money! (But legally!)

The CLOSE is the money shot. This is where the rubber meets the road. This is where YOU get to bank the cash. And very few copywriters command this skill; very few know the short-cut secrets that take your prospect from interested to buying, from warm to HOT. Very few copywriters know how to get the money. But YOU will! You see, because I’m a generous guy I’m gonna show you the 4 major elements in every close. Then we’ll look at one little-known but critical closing technique, so you close more sales with less fuss.

(BTW. At my Sales Letter Writing Workshops I’ll be going through this process in detail. Many smart folks have already locked in their seats for this BIG event. I suggest if you want to be one of them, and get the real inside secrets to closing more sales, might pay to book your seat as only a few remain. http://www.PeteGodfrey.com/salesletterworkshop )

4 Major Elements in Every Successful Close

1: You’ve got to repeat your main benefits: Just because you’ve mentioned all the benefits in your letter, doesn’t mean your prospects will remember them. So you have to recap your core emotional benefits in a succinct, emotionally filled way.

2: Introduce your guarantee: The guarantee you create can immediately take away buying resistance and instantly position you as someone to trust. However, not all guarantees are equal and many guarantees actually have the opposite effect than intended. Instead of building trust and allaying any fears, the wording of the guarantee brings up unwanted and negative thoughts in the reader’s mind. (This will be covered in detail at my Sales Letter Writing Workshops.) For now, keep your guarantees simple, easy to understand, and without any fine print.

3: Ask for action: This is where many people get all wimpy. You’ve got to ask for the order. Tell your prospects exactly what you want them to do. Make it urgent, irresistible, get in now or miss out.

4: Use Post Scripts: The P.S. is your last chance to hook the reader on your offer. There are ways to do this. Here are just four things you can include… They are…

• Include an extra bonus for ordering now.
• Testimonials from happy customers.
• Restate your guarantee.
• Restate the limited number or limited time.

Okay, I want to finish up with a powerful way to close your letter. Copywriting legend Clayton Makepeace calls it “The Crossroads Close.”

I call it “The Status Quo or Salvation Click.”

Whatever you call it, it’s damn powerful. Here’s an example…

Don’t You Deserve The Best?

So now you have 3 options…

1: You can do nothing and put up with your pain. Struggle along and do your best to get through the day (and night).

2: You can stick with what you are taking now and maybe get some relief. Trouble is; many drugs have harmful side effects. Sure you might get some short-term relief. But it’s like putting a band aid on a major wound… it helps a bit, but it won’t do the job for long.

3: Or you can call me and get a no-obligation FREE Irritable Bowel Assessment Consultation and get specific, personalised recommendations on how to fix your problem fast.

And look, 30 days from now you could be just 30 days older with the same old problems. Putting up with your pain, trying to make do, promising yourself that “one day” you might do something about it. Or you could be pain free, without the nasty symptoms of irritable bowel, and getting on with enjoying your life.

It really should be an easy decision.

Make that “one day” today!

I’m looking forward to meeting you… and introducing you to a totally natural way to relieve your condition.

Book now and start living tomorrow!

Can you see how powerful this type of close is? Good.

Because what you are doing is showing your prospect his or her future if they don’t take action right now. But also painting the picture of what their lives could be like if they say yes. It’s one of my favourite closing techniques. And if you study my letters (as you should) you’ll see this powerful click used over and over… that’s because it works! Try it for yourself and close more sales.

NOTE: If you like this post, leave a comment… this will motivate me to keeping on posting these gems.

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If you want a BIG breakthrough with your promotions then here’s one way to do it.

It’s called The Illustrated Sales Letter. And hey, it’s nothing new. I’ve seen examples of Kennedy’s over 20 years old. I’ve been doing them for years as well.

One of Kennedy’s clients, Ted Thomas, is a master at this kind of letter. (You need to get a couple of Ted’s letters in your swipefile; they are brilliant.)

But we’ve got a couple of masters here in Australia too.

Dean Kennedy is one guy that springs to mind. His Direct Mail piece he did for Mal Emery recently makes you green with envy.

Bret Thomson is another copywriter that really gets it. The letter he wrote for my Master Class Home Study Pack is World Class and the results speak for themselves.

Point is; more folks should be using this technique.

So what is an Illustrated Sales Letter?

It simply means a sales letter that’s broken apart with graphics, drawings, graphs and the like. And no, I’m not talking about Magalogs; that’s a whole different kettle of fish.

Illustrated Sales Letters are still letters; they just contain elements that catch the eye that other standard sales letters lack.

So why are they so effective?

Well first up, understand people don’t want to read your letter. Your number one job is to keep them reading. (Think Joe Sugarman’s Greased Slide.)

• Open Loops
• Bullets & Fascinations
• Sub Heads
• Mixing up the tempo
• Smooth transitions

… Are just a few of things we do to keep them reading.

Yet there is one critical yet overlooked aspect of the sales letter that few people understand… and that’s how the letter looks.

If it’s one big chunk of type many folks just won’t read it. That’s why adding photos and graphs, illustrations and handwritten notes is so effective. It breaks up the copy, it’s easier on the eye, and done right it really breaks through the clutter and gets your reader’s attention.

I’ll be showing examples of this technique at my Sales Letter Writing Workshops. I may even post a few examples on this blog if you want to see them.

In the meantime, keep an eye out for examples of this technique… you can then see why it’s so effective.

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NOTE: Some smart-aleck (I was gonna say smart arse but I want to keep this blog clean) emailed me with these poetic, well thought-out words:

“I thought this was a copyriting site – all you talk about is businesss. Don’t u know any copyrighting stuff.” (His spelling, not mine.)

Well thanks for the feedback. (Your articulation, your vivid, almost spell-binding prose humbles me.) For starters, excuse me for sharing this kind of business building advice – I don’t know what I was thinking. But frankly, if you look at the tagline above, it DOES say copywriting, marketing and mindset; in my opinion, the 3 biggies when it comes to business success. So you know, I did warn you.

Anyway, as it so happens, I do know a little bit about copywriting. I have dabbled with it over the years. To keep you happy, here’s an under-used, little-known but highly effective copy click.

Muhammad Ali’s Guide To Copywriting

As a kid, I loved watching Muhammad Ali fight. Sure he could hit, but he was also quick. Quick on his feet, quick with his hands, and lightening quick with his mouth.

He was always taunting his opponents, putting them down, challenging them in the media.

Here’s what he said about Joe Frazier: “Frazier is so ugly that he should donate his face to the US Bureau of Wild Life.”

Man he used to rattle his opponent’s cage.

This was great phycology.

And you can do the same thing in your copy. Kennedy calls it “challenging the reader.”

A great click for challenging the reader is the old “It’s Not For Everyone Click.” It’s a great Take-Away Click as well.

Here’s an example so you get the idea…

Also, I want to make this clear. This opportunity is NOT for everyone. If you’re not willing to make this opportunity work, to put the effort in now so you can reap the rewards down the track, then please don’t reply. I’ll be too busy helping genuine members succeed.

And if you’re looking for a get-rich-quick scheme where you can sit back and get me to do all the work for you … then think again. It’s not going to happen. And once again, I’ll be far too busy helping genuine members reach their goals. But if you are motivated, honest and willing to work in your own business on your own schedule then I urge you to call me now on…

Here’s another way to challenge your prospect…

NOTE: Use this one sparingly. But when confronted with a tough sale, where sugar and spice just won’t cut it, try falling back on this one to get the job done.

Example:

Frankly, if you’re not rushing to the phone right now to grab my Business Boosting Profits System, if you’re not insatiably curious about how to DOUBLE your business profits in the next 90 days, maybe you should just give up now and forget about making any real money.

Example taken from Master Class Memo:

P.S. And if, GOD FORBID, you are NOT getting my monthly printed Emotional Ad Writing & Marketing Letter, then get serious here will you. Get on over to … http://www.emotionaladwritingletter.com and rectify this terrible situation by signing up for the FREE Trial. You’re just hurting yourself if you don’t!

Other ways you can lead into this block of copy are:

• Very frankly
• I’ll probably get into trouble for saying this but…
• To be blunt

And then lead into your challenge.

If you look at my example above taken from The Master Class Memo, you’ll see it’s not too confrontational. But it does imply what I wanted; that you’ve got rocks in your head if you’re not getting my newsletter. I didn’t say it, but it was implied.

Here’s another example:

To be blunt, if you’re happy working 50 hours a week and making an okay income, then maybe my Business Boosting Profits System isn’t for you.

Why does this kind of challenge work so damn well? Think about it!

When people are confronted with a negative, hey automatically deny it! This instantly gets them emotionally involved!

Example from Emotional Ad Writing & Marketing Letter:

There are 3 critical things affluent consumers crave above all else.

3 critical things, if addressed in your sales copy, will instantly give you better results. And it’s these 3 critical things I will be sharing with you in January’s Memo.

If you’ve got an ounce of entrepreneurial blood pumping through your veins, it would be sheer lunacy to miss out on this one!

Okay, that’s it for the examples.

I trust I’ve kept all of you copywriting aficionados happy; at least for a little while.

Challenging the reader can be an effective weapon in your copywriting arsenal; use it wisely.

And as Ali once said: “It’s hard to be humble, when you’re as great as I am.”

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