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.

When you begin to taste the sweetness of success, there are many pitfalls to watch out for. You really can be your own worst enemy. There are many temptations that can lead you away from your goals.

They come in many forms.

Advisors telling you only what you wanna hear, the lure of easy money from dubious characters, excess consumption of alcohol or the allure of drugs, folks of the opposite sex with questioning motives, and on it goes. It can be a minefield and it’s easy to get caught up in the rush of success.

That’s why it’s important you have your own set of rules you live by. A strict set of guidelines to keep you on the straight and narrow. Because I’ve seen too many talented folks come unstuck. They did everything they could to sabotage their success.

Look, I’m the last guy to tell you not to enjoy life. If you know me, been out with me, read my stuff, you know I enjoy the good life. Good wine, good food, great people and conversation, is the juice I need to keep me going. But the work comes first. Do the work then party. It’s that simple.

To an outsider, the work I do writing newsletters, speeches, products, copy etc. seems very creative. Nothing could be further from the truth. Writing is actually a product of enormous self-imposed discipline. Being a pro-writer means plunking myself down in this chair, shedding my mind of ALL distractions, then NOT moving until the work is done. Glamorous it ain’t. But that’s the truth.

Most times, those who wish to do what I do fail because they haven’t the discipline to stick with it. Many have talent, but they haven’t the sheer willpower to focus on the job at hand and get the work done. They are too easily distracted. Too easily led astray. Too easily sidetracked. Some succeed for a while but then burn out. Some never succeed at all.

The point is, life is a grand adventure and I try to suck out every last second. I work hard and I play hard. That’s who I am. And look, sure, sometimes, I play too hard and maybe one day I will grow up (but I’m not betting on it).

However, the work comes first. No work, no party. That’s why many have come and gone but I’m still here. Because I understand the importance of discipline. I understand there’s a “party side” to me that must be managed to maintain and grow my success. And I surround myself with advisors that give it to me straight.

Above all, I’m clearly focused on what’s best for me and my family and what’s best for my Clients and Newsletter Members. Nothing and nobody will ever lead me away from the rules I’ve set.

A good exercise for you is to be aware of any distractions in your life that are moving you further away from your goals. Make a big damn list. Think long and hard about the distractions and temptations in your life and which ones you should eliminate immediately. This is liberating stuff. Your productivity will shoot through the roof… and… so will your income.

I want to share with you two facts of life that many folks, especially online, just don’t get.

FACT OF LIFE #1: Just because you’ve put a website up based on an idea you think is brilliant, doesn’t entitle you to any monetary success. This is a biggie. This insidious thing called entitlement. Many folks feel entitled to the great outcomes, without doing the work needed to bring about such a rewarding result. Look, this may sound silly to you but I tell you, this is what many people feel.

Case in point: A couple of weeks ago I made an online offer to do critiques for just 500 bucks. This was a one-off offer and only 10 critiques were offered. Anyway, I knocked them off over a two day stint and I spoke to each client about his or her marketing piece. In many cases, I discovered three critical flaws in what they were doing.

First: They had spent a lot of time and money on building the perfect product without first identifying exactly who was going to buy the product; who exactly was their ideal market. (101 marketing mistake.)

Second: They slapped together a sales letter they did themselves having had no training in copywriting because they think it’s not that important and besides the product is that good it will sell itself.

Third: They get defensive and go into denial when confronted by my observation that their sales letter is crap. “No, no, no, Pete… you don’t understand… what I’m doing here is…” They try to explain to me that the letter is good, that I do not see the point they are making. Basically they are telling me I am wrong and they are right.

NOTE: Not all talks were like that. I had a great chat with a sharp-minded lady who is a friend of Private Wealth Group Member Lindy Bonnet. Smart lady and she was very open to my suggestions.

Look there are many lessons here I’ll briefly touch on.

One, market first then product.

Two, copy is king.

Three, listen to good advice.

There, the secret to online biz success in under 140 characters; shit, I could even fit that on Twitter (if I twitted).

FACT OF LIFE #2: The last thing we need is another (fill in the blank). In the Western World we have an abundance of choice and we do not need another pizza shop, restaurant, make money product or whatever you are selling. We have ample choices and we can compare quickly and easily between offers online.

This doesn’t mean all the good opportunities are gone and that you can’t be successful in a cluttered marketplace. It just means now, more than ever, you need a clear and compelling reason for your existence, a clear benefit-driven message on why they should buy from you and not your competitors.

This is your U.S.P., in our world it’s marketing 101.

However, just because the idea is old and maybe you’ve read it a hundred times doesn’t devalue the importance of a clearly defined U.S.P. And creating this message is harder than you think. Living up to it is even harder. But now, more than ever, you’ve got to be about something; that special something that connects with your market so they know instantly that what you’ve got is for them.

POST SCRIPT: I’m all for pumping people’s tyres to make them feel good and inspired and bursting at the seams with motivation. That’s what a good coach does. We coach. We motivate. But filling people’s heads with unrealistic expectations is just plain wrong… and those who do this are causing real damage and need a good kick up the arse!

It’s something I have taken note of these past few years; these leaders who hide the truth behind vague ideas and unrealistic expectations… giving folks ideas without any consideration of the economic reality of such advice and without any clue on how the hell they are gonna implement the advice. Makes my blood boil. That’s why I give it to you straight. I’d rather you take the time to do your due diligence, do the research needed, before blindly plunging into something that anyone with experience will tell you is doomed from the start.

I’ll coach you. I’ll motivate you. But I’m not gonna bullshit you and tell you the lemon you’re holding is in fact a juicy sweet orange. I’d make more money pandering to people’s fantasies… but I like to sleep soundly at night, with a clear conscience, knowing that I’m giving it to you straight. Might upset a few, but the ones who embrace my kinda thinking seem to have success… they seem to get actual results in the real world.

POST POST SCRIPT: If you’re following any mentors at the moment, here’s a quick way to find out if they are the real deal. Ask them for results based testimonials. Don’t settle for anything less like: “I love Joe Blow’s ideas, he gave me a tip that’s worth millions.” Yeah? Bullshit! That’s feel good drivel. Get them to show you something like the one below from Catherine Powell after she did one of my master classes.

$112,368.00 in 3 days then $178,625.00 in 7 days!
“Based on what Pete taught me at the Master Class, I sent an email to my database and I was hoping for a $50K response as the ticket items varied between $69 to $97. The email was sent on the Tuesday morning, and by that Friday we had $112,368.00! I was so excited that I carried it through for another week … the end result was $178,625.00 in the bank paid up front over the phone by credit card. I didn’t stop with this I continued on I ran another campaign that went for Xmas, which resulted in 2,968 NEW clients joining my website. I then followed through with a Xmas Gift Voucher promo that was sent out via email our Xmas gift voucher sales were up my 60% on last year’s figures.” Catherine Powell, Business Owner, Melbourne

Now that’s a real testimonial and I’ve got plenty of them. Not all advice is equal so be careful who you listen to.

For the past decade I’ve been helping business owners and sales professionals boost their profits by building stronger relationships with their clients or customers.

Basically, that’s what business success is all about. It’s about you developing a healthy and productive and profitable relationship with those special folks that give you money.

It’s no accident, my most successful clients and members all have a healthy relationship with their tribe of customers.

They spend time focusing on their customers’ changing wants and desires.

They realise the importance of staying relevant in a fast changing world.

Although different in many ways, these smart clients and members have a few things in common.

1. They are either good at copywriting or they understand what good copy is and looks like.
2. They are all great marketers and shameless self-promoters.
3. They all possess a winning, abundant mindset.

These are the core skills you need to thrive in business and in sales.

It’s no accident my Emotional Ad Writing & Marketing Letter covers these 3 pillars in detail in every issue.

And it’s no accident my smart clients and members possess these skills.

If you wanna get good in business and or sales, hone your copywriting, marketing and mindset chops. Because without doubt, this is where the money is.

And if you wanna check out my new-look newsletter, you’ll be pleasantly SHOCKED by what I’m giving away when you join.Related Posts:

• Association… Tarred With The Same Brush
• What’s Sitting Around Gathering Dust That Could Be Making You a Whole Lotta Money?
• Start-Up Business Secrets
• We Do Not Sell To Virgins
• Give It Away and Make Someone’s Day

In cricket, we call it “the sweet spot.”

That’s when you hit the ball right off the centre of your bat.

For those who have played the game, you know what I’m talking about. The feeling you get when your bat connects with the ball; the connection felt through your hands, your wrists, your forearms. You know it’s perfect, dead centre… and there’s no other sound like it, the satisfying “thump” from a clean hit so very different from a miscue.

It’s a blissful moment.

But it takes a lot of practice to find the sweet spot of the bat. Lots of miss-hits, nicks and frustration as you find your perfect timing.

There is no skipping this process.

No amount of “good thoughts” or “belief” or “affirmations” will ever take the place of actually getting out in the middle and swinging the willow.

Sure there are shortcuts… http://www.petegodfrey.com/salesletterworkshop/

The best cricketers have coaches who keep them on track, point out their weaknesses, and highlight their strengths. But it’s doing the hard yards, the grunt work where there is no audience to cheer you on, that’s where success is to be found; no matter what your vocation.

But here’s a little secret: You CAN’T do a three-day seminar on this… you’ll have the room to yourself.

You can’t tell the masses success takes hard work, commitment and focus.

Nah. They want secrets; they want undeserved recognition and success.

You’re smarter than this.

Finding your own “sweet spot” is gonna take time. Might as well enjoy the trip as you go; that way, the destination is always brighter and a whole lot sweeter.Related Posts:

• Who Are You Really Selling To?
• Association… Tarred With The Same Brush

In a recent newsletter, on page 4 and 5, I talk about the money that’s locked up in your business and how to find it.

In that article I gave so much meat every subscriber would have been ecstatic, and no doubt jumping out of their seats shrieking “Eureka!”

Anyway, I asked many questions that when answered and acted upon, could make them a whole lot of cash. Here, I want to answer the questions for you, by showing you examples of what I have been doing these past few weeks. (And, I’ve added another great question not mentioned in the newsletter.) Not only will this help you find your own gold nuggets, it’ll give you a perfect example of how I think and then take action and then bank the cash.

How many old products, old courses have you got gathering dust and not making any money? If you’re in my kind of business and you’ve been doing it awhile, I bet you’ve got some. Take my * Emotional Ad Writing & Marketing System for example. For years, it’s been called THE BIBLE of Aussie copywriting. But guess what? I haven’t been selling it! Only rarely at eBay conferences and such. I took it offline thinking I would re-brand it but just never got around to it. Anyway, over the years, I’ve had requests to license this system all of which I declined. So I decided to sell 10 and only 10 Reprint Licences to this course so others could sell it (they can even re-brand it by putting in their own intro). I made the investment a very realistic $6,995. Times that by 10 and you’ve got around 70K.

* Yes, there are some licenses left. If you’re a business coach, copywriter, consultant, this is the perfect product to add to your services. Contact me personally pete@petegodfrey.com

How many successful promotions have you got sitting on your hard-drive? Look, we get busy, we get bored, we test new things and we move on. Trouble is, we forget to use a lot of the stuff that works. Your job is to go back through your old ads and see your results and then start testing those winners again. The results may shock you. The other day I came across a killer ad I wrote for a client that I am now re-jigging for my own business. It’s a proven winner but I had forgotten all about it. Even Wizard’s have memory lapses.

How many old customers have you got on your books that you haven’t contacted, haven’t made a special offer to? Now that I’m back on my own I’m busy working on a reactivation campaign for past members and customers. You should be doing the same. The only better list is of current customers.

How many alliances aren’t you extracting value from? I’m guilty of this BIG time. I hang out with a lot of successful folks, many of whom call me a friend. But for some reason, I don’t do business with them… we usually just hang out. But recently I decided why not? Case in point, my mate Darren Stephens… he’s one switched on guy. So when I was on the coast recently we got together and I mentioned a couple of ideas that he immediately liked. All are potentially profitable projects and all I had to do was ask.

How many resources aren’t you using? This is the question to answer. What resources have you got on hand that you ain’t using? This is where the money is.

Okay, I’ll finish up by recapping a couple of points.

• There’s money laying around that you aren’t picking up and banking. The trick here is to asked the right questions.
• How many old products, old courses have you got gathering dust and not making any money?
• How many successful promotions have you got sitting on your hard-drive?
• How many old customers have you got on your books that you haven’t contacted, haven’t made a special offer to?
• How many alliances aren’t you extracting value from?

Look, if you really wanna boost your bottom line you’ll take the time out and answer these questions. And let me know of your results okay.

Cheers,

Pete

P.S. FREE GIFT! To celebrate the May launch of my re-branded Emotional Ad Writing & Marketing Letter, I am giving away a free copy of last month’s bumper issue. Email me personally and I’ll send you a copy. (pete@petegodfrey.com )

And please, if you are easily offended and still believe in the tooth fairy, please, please do not ask for a copy. I really don’t want to offend you. The information is for mature, progressive thinkers only.

Let me be frank so I don’t waste your time. My newsletter is NOT for anyone. If you’re looking for a magic pill and want to get rich in your underwear while you work 7 minutes a week, and you think you can attract riches just by thinking good thoughts and holding hands while singing kumbaya around a campfire at midnight, then my newsletter will only confuse and annoy you.

However, if you’re the kind of person who has an opened mind, is willing to learn, is a progressive thinker, then you may find my fair-dinkum, cut the crap approach to business success is just what you’ve been looking for.

BTW: There is a reason why folks like Mal Emery, Bret Thomson, Andrew and Daryl Grant and many other successful entrepreneurs get my newsletter… it’s this reason why, if you’re a business owner or sale professionals you can’t afford to be without it.

Here’s what Mal Emery says about my newsletter…

“It’s one thing I look forward to…”

“I’m an entrepreneur and I work hands-on with hundreds of business owners throughout the land… so I’m busy. But I do take time out each month to read Pete Godfrey’s newsletter. It’s one thing I look forward to, and I often find myself nodding my head in agreement, and smiling at his no bull attitude. Give yourself the edge and grab Pete’s newsletter now.”

Mal Emery, Millionaire Maker and The Coach Of Coaches, Perth WA

Related Posts:

• Business Profits Triangle
• The Illustrated Sales Letter
• Do you really have to under-go a near-death experience to become a street-savvy Marketer?

We’ve all been burnt before; having been seduced into buying something, we were left disappointed, frustrated and maybe even a little angry. It’s the same with our customers. None are virgins when it comes to being ripped off. As a marketer, as a persuader, you must never lose sight of this fact:

People are sceptical and they do NOT believe a word you say until a level of trust is reached.

Trust is the biggest barrier to any sale. This is what stands between you and the money.

Here’s a big point to keep in mind. They want to believe you; especially when your pitch is perfectly targeted. You’ve whet the prospect’s appetite and she desperately wants to believe that this time it will be different; that this time the product will be as promised and she will get the results on offer. If your copy hits her passionate sweet spot (as Carlton would say) she will suspend her disbelief and be compelled to order.

However, there is one over-riding factor burning away inside her that may stop her buying at the last moment. It’s a sales killer. A murderer of profits that must be overcome. You see, above all, she is scared about making the wrong decision. Especially if that wrong decision causes embarrassment or loss of face. It’s a powerful foe we as marketers must banish.

So, you have to tackle this head on. Proof, case studies, testimonials, guarantees, admitting slight flaws in the product, telling stories, all help build the trust needed to make the sale.

Remember, we never sell to virgins.

Our customers have been disappointed before and they expect to be disappointed again. This is what we are up against every time we make a pitch.

But it’s not insurmountable. Just keep in mind your customers are like frightened deer coming out to graze in the early morning sunshine. Any noise, anything out of place can cause them to stampede.

It’s the same with your prospects. It’s called their Bull Shit Detector and for most it’s running on high every time they think they are getting pitched. If they spot something not quite right then you’ve lost and they’re gone.

Your number one job is to build trust first, before you start selling. Keep it in mind.Related Posts:

• They Gotta Feel You’re Real…
• You Need Your Own Dynamic Story
• Association… Tarred With The Same Brush
• The Travelling Speaker
• The ONE Simple Technique to Closing More Sales

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

I was on the Gold Coast recently when my mate and young gun Copywriter Bret Thomson visited.

So we thought we do a little fun video that shows you the power of great copy and how it can transform your life.

PLUS, Bret’s got a new weird hair-do that I’d thought you’d like to see.

Go check it out…

Related Posts:

• It’s Not My Fault
• What’s Sitting Around Gathering Dust That Could Be Making You a Whole Lotta Money?
• The Illustrated Sales Letter
• If Ever There Was A Secret To Success!
• The Price Of Petrol