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Make More Money With A GOAT

by Pete Godfrey · 14 comments

Make More Money With A GOAT

I first heard the term GOAT from old time info-marketer Jerry Buchanan.

Jerry first got famous for selling a little booklet on how to remove gophers from your backyard. He then went on and published the very successful, “Towers Club USA Newsletter: The original source for insider news for mail order merchants.”

Folks like Gary Halbert, Dan Kennedy, Bill Myers and many others subscribed to this newsletter. I’m grateful I was lucky enough to track down a few years worth of back issues from the early 90s to study. Anyway, there is a lesson right there… but that’s not what I wanna talk about here so back to the old GOAT.

Here’s what Jerry said:

“Choose your title well and your book is bound to sell.” (It’s the same thing with headlines.)

So anyway, if you want to make more money with your promotions, especially if you’re selling books or courses, then listen up. This is special. Okay, here’s what GOAT stands for.

G = Grabber
O = Of
A = A
T = Title

Grabber Of A Title

Easy right?

Not really.

This is where the old ‘sales thinking’ comes into play. And this is what separates the average copywriter from the genius; the ability to come up with titles so mesmerising the book almost sells itself.

Jerry tells the story of one of his subscribers who got the idea to write a report on how to buy low and sell high by attending U.S. Government vehicle auctions. His report told folks how the D.E.A confiscated planes, boats and cars from drug dealers and sells them to the highest bidder.

This was a great topic for the “get-rich-quick-market’ but it was the title that made this guy rich.

Have a think about it for awhile.

What title would you come up with? Here’s the GOAT that made him rich:

“How to Get Rich From Marijuana
and Cocaine Smuggling (Legally)!”

What do you think?

Classic right?

So think long and hard when choosing titles. Find the hook. Find that special something that grabs attention.

Years ago a client came to me with a book she had called: “101 Make Up Tips.” Boring! I changed it to, “Secret Confessions of a Celebrity Make Up Artist.” Much better. I’m sure you can think of many classic titles such as…

  • Lazy Man’s Way To Riches
  • The 4 Hour Work Week
  • And on it goes.

So the lesson is if you wanna get attention, if you want to make more money faster than you ever thought possible, just think GOAT and take it from there okay?


Love to see your comments.



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About The Author

Copywriter, Sales Strategist - Pete GodfreyPete Godfrey, The Wizard of Words, from rebel without a clue to one of the most in demand and highest paid Copywriters and Sales Strategists in Australasia… all with the power of his emotionally charged words that sell… Discover the “Secret Weapon” to increasing your Sales and Profits by downloading the valuable report "The Ultimate Copywriting and Marketing Secret" While you're at it, follow Pete on Facebook

{ 14 comments… read them below or add one }

Peter Oliver April 16, 2013 at 7:34 am

Great information Pete, I will keep that in mind when I name my next book. Love your newsletter by the way, great information.


Pete Godfrey April 16, 2013 at 7:44 am

Hey Peter, great stuff and yes, the title is everything! Glad you’re enjoying the newsleter mate… cheers Pete


Hamish April 16, 2013 at 8:10 am

This could not have come at a better time, as I’m currently writing a book on the mistakes I made when I established a medium sized enterprise several years ago. The title (keeping in mind what you’ve previously said in other newsletters and blog posts etc), is paramount, and is one matter that I am still mulling over. So – the right reminder at the right time!


Pete Godfrey April 16, 2013 at 8:18 am

A quick tip Hamish… sometimes the title is in the content of the book itself… also, when writing the bullet points to sell the book, keep your eye out for the title… many times I get headlines and titles from the bullets I write… and I’ll write dozens of them for any book or manual… good luck with this project…cheers Pete


Alex Zemkus April 16, 2013 at 8:23 am

Great post Pete and a great reminder to sell the sizzle and not the sausage. Loved the title “How to Get Rich From Marijuana and Cocaine Smuggling (Legally)!”


Pete Godfrey April 16, 2013 at 8:36 am

It’s a classic hey Alex!


Fiona Fell April 16, 2013 at 8:38 am

This is so true. Browsing a book store is worse than the internet, all of your competitors are jammed right there next to you.

Thinking I need a hand naming some of my ‘things’ so they stand up, and stand out.

– Fiona


Pete Godfrey April 16, 2013 at 1:54 pm

Well I’m sure you have a Power Call up your sleeve with me Fiona where we can brainstorm some good ideas.

I remember I spent a bit of time coming up with a title for my new course that would get attention and stimulate interest.

The course was on persuasion, making more sales, but also delving deep into the REAL reasons folks buy. So I came up with Black Ops Persuasion Powers. It’s a great seller, and I’m getting some awesome feedback from buyers, but also, many folks have commented on the title… some for… some against… but the ones complaining about the title are only feeding sales.


Kerrie April 16, 2013 at 10:28 am

Great article Pete, thanks for the laugh as well. Humour can be such a key factor in getting attention. You’re right, Goat has taken on a whole new meaning for me.


Pete Godfrey April 16, 2013 at 1:54 pm

You’ll never look at a goat the same way again Kerrie!


Ron April 16, 2013 at 1:31 pm

You’ve sold me Pete! I need one for my Mum’s lawn as it’s about 4 feet high right now. lol But seriously, thanks for the great information and the great examples. You got my attention!…and you made me realise you can still be clever with headlines….one good example of a bad headline is “get into the swing of things” for playground equipment. Most people would say that would be excellent but it only works if they are already reading the ad…but they wont because the headline doesn’t grab you by itself? So it’s great if the headline addresses peoples objections but it doesn’t have to, right? So long as it gets them to read the next line….that’s No. 1?


Pete Godfrey April 16, 2013 at 1:57 pm

Yeah Ron… the main purpose of your headline is to get attention so they keep reading. P.S. But don’t fool them… like saying SEX in all caps and then the ad is about something else… that’s called ‘bait and switch’ and you’ll lose your readers as quick as a politician breaks an election promise.


Michael Yardney April 16, 2013 at 7:47 pm

Great Blog Pete
And just as good an email getting me here “Death of the Blog”

Of course I know you don’t believe that 🙂

Good copy writing works!


Pete Godfrey April 24, 2013 at 7:44 am

Hi Michael,

Great to hear from you… and thanks for the feedback. And yeah, the email that points to the blog is critical… many just say “New blog post” and expect people to jump over to their blog. I learnt long ago never to take readership for granted. It’s a lesson that stuck. Cheers mate, Pete


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