Want 5% or Higher Conversion? Copywriting’s Magic Pill

April 11, 2008 | Leave a Comment

Magic PillI’ve been slacking off on this blog, I know.Thing is, I’ve also been making truckloads of money lately and I’ve been tied up. I made an interesting discovery while I was away though. Well not a discovery exactly, but a confirmation of what we all know and believe in some way.Something we are ALL guilty of.

I’m guilty and you are guilty too!

Before I started writing copy, I used to believe that if you inform and give people the highest quality and most enlightening information, they would love you and become more successful and you would sell more.

Ha! What a joke!

You see, I recently realized that not only do people have no idea what they want in some markets, but they are TEN times lazier than I used to think they were.

Now that doesn’t sound too positive and certainly not the words of a well informed consultant or copywriter right? Well, the thing about it is…when you’re selling a product I’ve come to realize that it’s not so much how great your sales letter is, but rather how “magical” it is.

Think I’m kidding?

Follow your own buying habits and see for yourself.

People tend to buy the things that fulfill the Big 4.

Quick - Easy - Love - Money

…And if you’re a politician (who I would vote for by the way) then you also want quick and easy love, even if it costs money! LOL — I’ll have to explain that one another day.

Okay back to the point. You see, we all want what’s easiest — the path of least resistance. Enter the Law of Attraction (which I actually believe in) and all the fun gadgets you see on TV Infomercials. Top that with some diet pills, some muscle building supplements and the dieting fads around. Getting the point?

But WAIT There’s More!

Think about it, what the heck is in our driveways or garages? A frickin’ car? You mean walking is not easy?

But we also buy, “How To” books and products, all kinds of pills for our skin our butts, our breasts, our penises…uhhh NO, not me…lately.

What I realized from feedback from over 7,000 customers in the last 3 months, is that, if you want a 5% conversion on your sales letter…

Sell them the Magic Pill

Sell them what they want. But don’t just stop there. If you want to keep those customers, give them what they want…but make it realistic. Most people think that giving a person what they “need” is effective, but the truth is people are LAZY and the less they have to do the less they want to do.

You see, I was selling an information product that was so comprehensive, and so detailed that people were shocked when they got it.

Can you say refunds? So what was I to do? Well, the truth is, my solution is in its final phase, but what I did do was look at why my sales letter converted so high and figured out what in the world I did right in the sales letter that was I doing wrong in the fulfillment.

As it turns out, the sales letter sold a Magic Pill of sorts, it did what it was supposed to do. It was truthful and if an experienced person read it and bought my product they would also feel the same.

So now, my product is a “magic pill” as well. The lesson I learned was simple.

If people want, Quick, Easy, Love and Money…and they want it as fast and easy as possible, then find those qualities in your product and sell that!

As long as you can deliver on your promises, sell the Magic!

Don’t Sell The Steak…Sell The Sizzle — Elmer Wheeler

increase-website-sales, copywriting-tips, copywriter, copywriting, email-copywriter, website-copywriter

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Why Use Geometry In Your Sales Copy?

November 20, 2007 | 1 Comment

What if one day - on this very blog - I went of on a rant about why you should use Omega-3 Fish Oil in your diet and how, if you don’t, you’ll surely have a life filled with misery and pain.

…And if you do, you’ll have a masculine/feminine figure, sex appeal and animal-like libido to match!

Would it make sense?

No it wouldn’t.


Because this is a damn blog about direct response copywriting and growing your business!

Now, I took it to an extreme there but that still brings us to the point of ‘congruence.’

Congruency in your copy is one of the elements that determines your ultimate outcome. Keeping your copy flowing, relevant and filled with bite sized morsels of information that your visitor will chomp down on, and want more, is the surest way to convert that visitor into a subscriber or customer.

Boring your visitor/reader into clicking away or trashing your copy with irrelevant information, is something everyone of us has done in our lifetime. Copywriter or not.

Here’s the simple solution.

Stay on point - proofread your copy - eliminate blocks of copy where your visitor can justifiably say “So what?”

I’ll get into more of the actual application of this into your sales copy in the future…

copywriter, copywriting-tip, copywriting-tips, copywriting-success, increase-your-sales

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Important Copywriting Tips - Grounding Yourself In Fundamentals

November 16, 2007 | Leave a Comment

Here’s a recorded audio of a group coaching session I did with a select group of internet marketers.

In it I discuss some of the fundamental principles of copywriting and getting your prospects to buy from you.

As I was giving this coaching session, a student and friend Mike Herberts was launching a new product based on these same principles.

Listen in on his results and the session here…

copywriting-tips, marketing-tips, business-advice, copywriting-coaching, copywriting-coach, copywriting-coaching

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7 Steps To Increase Your Profits 300% or More - Guaranteed!

August 30, 2007 | 1 Comment

I won’t insult your intelligence today and tell you that
I have the single-most important key to your success online.

What I will do is speak the truth, maybe even a truth
you’ve overlooked for far too long.

You see, like you, when I started out online there were
quite a few hurdles I had to overcome. I’m sure you’ll
agree that starting a business online is not just fun and

It takes work, and most times you’re “it!”

There are quite a few things that we have to master, or
at least become semi-proficient at, in order to turn a
profit. Right?

One of those things is learning the art of copywriting.

I call it an art, because it truly takes a certain kind
expertise to turn simple words into profit generating

Now it’s no secret that many of the largest and most
powerful advertising agencies in the world were founded
by copywriters and rightfully so.

These people had a deep understanding of salesmanship in
print and were able to turn their words and ideas into

A great example of the evolution of advertising can be
seen in the book, “Born in 1842. A History of Advertising”
by Dan O’Donoghue, Maurice Levy, Stephane Pincas, and
Marc Loiseau.

You will find that many of the most compelling ads in the
book are the older and more direct response focused ads.

Why? Because it works!

So before we get into the nitty-gritty fundamentals of
how to increase your profits through efficient copywriting
you should know this.

If you have the budget, then hire a professional
copywriter to write your sales material for you and focus
your efforts on your other tasks.

If you don’t have that kind of budget, then read the rest of
this article very closely.

Keep in mind that this article will put you on the right track
but it is near impossible to learn everything you need to
know about “direct response copywriting” from one article.

Step 1

Identify your market.

Before you write a single word of copy
for your product or service, you must identify your target
market and as Stephen Pierce puts it, “What are their needs, wants
and wishes?”

Doing this will not only keep your copy laser focused but
also highly relevant to your target audience, and thus
multiplying your sales conversions.

Step 2

Write out your offer and P.S.

Yes, instead of writing out your headline, subhead and body copy
your next step is to write out your offer or rather
the closing offer and your P.S.

I can tell you from first-hand experience that
this is one of the places where 95% of sales letters
fall short.

I’ve seen people write out phenomenally compelling sales
letters and by the time they get to making their offer
they fall flat on their face because they’ve spent
all their energy on writing the sales letter.

Many people in fact, develop a sort of, temporary intimacy
with the prospect they are speaking to in their sales letter,
causing them to become less likely to make a firm offer and
ask for the money!

Don’t let this happen to you.

When writing your offer, state your price and why the price
you’re offering is such a great value to your prospect.

Make sure it’s believable and justified.

Then give an “Iron-clad Money Back Guarantee” or similar
as a risk reversal mechanism to increase their trust in
you. This will help to increase your sales.

Inject scarcity in the form of a Limited Quantity, Limited Time,
or a date dependent price discount. Many times a simple, “Act
Now or Others Will Leave You In The Dust” styled scarcity
injection will do the trick.

Next, you write your first P.S. make it one where you restate
your offer and the guarantee.

Your second P.S. should be a final call to action.

This is where you would add a “self-help” or accountability
styled P.S…

For Example…

P.P.S. - Listen, you can keep doing the same things you’ve
always done and keep getting the same results or you can take
quick and decisive action right now, grab your copy of XYZ PRODUCT
today and be on your way to building prosperous new life beginning
today. The choice is yours my friend. Click Here To Take Action

Step 3

Write a compelling headline.

Now, I can give you some incredible statistic like changing
just a headline produced 700% more sales without
any other changes to a website, but I’m pretty sure you
already know how powerful headlines really are.

So, here are two ways to write powerful headlines that make
your website sell like crazy.

You’ve probably heard this one before but here’s a twist
on it. “Don’t break what aint’ broke!”

You see, there are thousands of powerful headlines that
have converted well for tons of different industries in
the past. You probably already know quite a few of them.

All you have to do is “swipe” the headline and edit it to
suit your product or service.

The second way is…

You can use my “A.C.E.S. method” for writing headlines
that sell!

Here’s the short and sweet explanation of A.C.E.S…

A compelling headline has these four elements in it
almost ALL of the time.

A - Attention
C - Curiosity
E - Excitement
S - Specific

In other words a compelling headline…

1. Grabs the attention of your visitor.
2. Builds curiosity about your product or service.
3. Builds excitement through the use of powerful
‘news type’ words.
4. Is specific to your target market’s needs and your
product or service.

For example…

A long-time client of mine created a software that
slows down video training material so that the user
can learn specific moves or techniques faster.

Here’s the headline we came up with in only five
minutes and STILL it can be improved but the sales
results have been astounding to say the least.

“Amazing Software That Manipulates Video So That
Anyone Can Learn At Least 3 Times Faster Than Normal . . .
Watching The Same Video . . .In A Completely
Different Way!”

Do you see the A.C.E.S. in there? Great!

Write 10 to 20 of these headlines and save them all.

Step 4

Write down a list of your key benefits and turn them
into bullet points.

There are really only two main kinds of benefits.

The first one is a “functional benefit.” Often
called a feature, the functional benefit can easily
be identified as something like, the fast, overnight
delivery from a company like FedEx or all the office
supplies you need under one roof at your local Staples.

The second type of benefit is the “emotional benefit.”
An emotional benefit can be identified as the ease and
comfort you experience knowing that your package will
arrive by the next business day at your desired destination
or the reduced stress and feelings of happiness when you get
everything you need for your office in one location and
without stress.

When you look at billion dollar corporations like FedEx,
Microsoft, Home Depot, Best Buy, Staples or any number of
the big players in any industry, you’ll find that they have
an firm grasp and a perfect mix of functional and emotional
benefits inherent in their product or service and in their

Once you have your emotional and functional benefits written,
your next step is to add the Zeirgarnik effect into them.

“The Zeigarnik effect states that people remember uncompleted
or interrupted tasks better than completed ones.” - Wikipedia.org

Basically, you’re forcing your prospects into a state
of curiosity and the only way to satisfy this curiosity
is to buy your product.

Infusing the Zeigarnik effect into your benefits will transform
them into persuasive bullets.

Here’s an example using the software product I mentioned
earlier if you were targeting dancers or martial artists…

Emotional Benefit: Feeling of achievement.
Functional Benefit: Learn difficult moves twice as fast.

Bullet: Experience the overwhelming joy of achievement
when you learn difficult moves twice as fast…using this
one secret feature.


Bullet: How to learn complex moves twice as fast with
a single click of your mouse!

See the curiosity built into the benefit?

Step 5

Line up the social proof…testimonials and statistics.

Social proof is a very powerful form of persuasion, and after
all, copywriting is persuasion in print.

In every sales letter or direct response advertisement you’ll
find the element of social proof.

Social proof in the form of testimonials, provides your prospect
with both the reassurance that your product is good and it
also triggers the “herd mentality,” inherent in all human beings.

Having social proof easily provides your copy with the much
needed impulse buying triggers because both real statistics
and personal testimonials have the power to get past your
prospects defenses and deeper into their minds.

But you know what?

Another powerful form of testimonial exists.

It holds the persuasive power of “authority.”

Getting testimonials from well known experts and/or celebrities
can and will make your testimonials even more powerful.

The persuasion principle of “authority” or rather compliance
with an authority figure can immediately and many times
drastically boost your sales.

I highly recommend you read, “Influence - The Psychology of
Persuasion” by Dr. Robert Cialdini to learn more about
the principles of persuasion.

Step 6

Write your lead.

This is where you begin to address your prospect directly.

It is where you set the stage for the rest of your sales

To address your prospect directly, you should begin a
sales letter with…

“Dear Friend,” or better yet “Dear Fellow Dancer,”

The next thing you write after that should be a
opening sentence that makes a “big promise” of the
ultimate benefit they will receive from reading your
sales copy.

A classic example of this is the “If…Then” opener.

For example using the software example…

If you’ve been trying to learn a new skill using
‘Windows’ compatible video on your computer, then
you already know the value of what I am going to tell you.


If you’ve been trying to learn a new skill using
‘Windows’ compatible video on your computer, and
want to learn faster, then this may be the most important
letter you have ever read on learning a new skill with

You see the big promise in those?

You’re setting the stage for the copy to follow.

Nothing more.

Step 7

Write out your copy.

Funny that this is the last step but remember each step
is a tactic and adding them together with your copy will
form your entire sales letter strategy.

To get pat your prospects objections and close the sale!

Now, once you have all of the above elements in line, you
should sit down, pretend you are speaking to your best friend
and just write out an explanation of why they should purchase
your product.

Write as if you are speaking to your friend directly.

Answer the following questions within your copy and add your
bullets and testimonials throughout your copy.

The questions you should answer are…

Who Are YOU?

Why should I listen to you?

What is it?

What’s so great about it?

What’s in it for me?

How much does it cost?

How do I get it?

Remember those headline that you didn’t use?

Well throughout your copy, you can place those
headlines as subheads.

Subheads break up your copy so that a person does not
get tired or bored reading all your sales copy.

It’s what I call “Optical Appeal” and subheads are your
first line of defense against boredom and increasing
optical appeal.

It also prevents “page scanners,” people who quickly scan
through your page, from scanning your sales page
and leaving, by drawing their attention with your subheads.

As a rule of thumb I use one subhead, at least, per printed page
of sales copy.

Another trick to keeping people glued to your sales copy is
to use short sentences or very brief paragraphs to increase
the white space on your page.

Finally, remember this…

Write as if you are “speaking” to a friend, NOT writing a college
essay. If you use somewhat broken language, write it, don’t leave
it out or make it proper.

Just refrain from using too many bad words.

That’s it.

The only other advice I have is go out and read, read, read as
many sales letters as you can, and then apply what works in
each of them to your copy.

Pretty soon, you’ll be a master at writing copy for your market!
copywriting, direct-response-copywriting, sales-letter, sales-letter-writing

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The Stupidest Internet Business Mistake Ever

July 17, 2007 | Leave a Comment

I’m about to reveal how to correct a stupid mistake most people make - even YOU - and how you can immediately profit from it!

But first let me clear this up…

I don’t like to refer to people as stupid.

– Mostly. ;-P

But, people…human beings, truly do stupid
things sometimes.

And you know what?

They KNOW they’re doing it when they DO!

But as the saying goes, “Old habits die hard.”

Let me explain.

You see, I’ve been doing business online, in a few different markets for about 7 years.

Of those seven years, only the last 3 have been the most profitable for me.


Because I learned how to get away from poor thinking and I discovered the “truth” about writing effective sales copy!

Truth is…

People tend to bitch and moan about how hard they have it when they get online and how difficult it is to make a buck.

But, the fact of the matter is this…

These people are the same ones that refuse to learn “HOW” to write a few stinkin’ lines of effective copy!


Maybe it’s just me but did it ever occur to them that even the largest advertising companies in the ‘world’ hire copywriters for all of their campaigns?

Wonder why?

Well, it’s not all bad because at least these same people are leaving money on the table for
guys like me who will figure out that their website stinks and I can do better and make more money than them.

– Hint, Hint

My friend, I’m not going to teach you how to “write” copy today.

What I WILL do is show you haw to learn it for FREE!


And it’s right in front of your nose.

Simply go to, Clickbank and click on the link that says Marketplace.

Then look at the top 10 websites in any given category and guess what you’ll find?

Direct response sales letters selling thousands of dollars in digital products for the owner!

Read those pages and print them out.

Then as you keep reading them you’ll see that the most effective products tend to have sales copy written in simple language?

It’s just words “for crying out loud.”

Can you do the same thing?


It’s not a matter of IF you can do it too, it’s only a matter of WHEN will you take it upon yourself to buck up and spend a little more time learning this stuff.

As a matter of fact…

Here’s a top Clickbank product I ghost wrote the sales letter for…

The product is called Keyword Elite

Take a look.

copywriting-tips, web-copywriter

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7 Sales Letter Writing Methods Anyone Can Use To Write A Throat Grabbing Sales Letter…

June 20, 2007 | 2 Comments

Conceptually, writing a sales letter is one of the most difficult things the average person can try to do when starting any kind of online business.

The thing about it is, when that same person applies these seven tricks, writing a sales letter can become as simple as writing an email to a friend.

Here they are…

1. Read other sales letters. Seems simple enough but countless people I’ve interviewed over the years have this one fault in common. They don’t read other sales letters. It’s like trying to ride a bike without ever putting your but on a bicycle and riding it. Is it possible? No, and neither is learning to write a sales letter without reading and understanding how sales letters are written.

2. Swipe other sales letters. I’ll probably get a tongue lashing for this but who cares! From junk mail that comes in the form of sales letters or those little booklets are really a sales letter in disguise in the mail you can start a swipe file of your own. Then save all the pages of websites that are trying to sell similar products or even non-similar products. You’ll know a sales letter when you see one. Save them on a folder called “Swipes.” Read through these and look for language patterns and phrases you can use and edit to suit your product or service.

3. Start writing ‘just’ headlines. Headlines are the most important elements of any sales message or sales letter. Write between 10 and 50 headlines per sales letter following the A.C.E.S. principle. Attention, Curiosity, Excitement, Specificity. TO learn more about A.C.E.S. search on Google for an article called, “How To Write A Headline That Converts More Visitors Into Customers.”

4. Write to a friend. In other words, write your sales letter as if you are writing an emotional letter to your best friend about your product or service. Keep writing and don’t stop to correct mistakes until you can’t write any longer. If you use informal language, so be it. Anything that makes your sales letter seem more personal will make it more compelling.

5. Write short sentences and paragraphs. Keeping your paragraphs short and simple, will help you to increase the readership of your sales letter. The easier it looks to read the more likely they are to read it and buy your product! People are lazy, make it easy. Please note…I didn’t say, make your sales letter short, I said, “keep your sentences short.”

6. Use subheads. Subheads are like mini headlines. Heck, many of them ARE in fact headlines that you wrote earlier. Just make sure they work seamlessly with your copy. Subheads are used to break up long copy and drag people deeper into your words. Especially people who are skimming your copy. Online, it is also a way to relax the eye and give your sales letter more ‘optical appeal’. Subheads can be compelling statements, confusing statements or positive reinforcing statements about your product or service.

7. Use a P.S. or two at the end of your sales letter. Two of the most important places on any sales letter and the two that get read most often are the headline and the P.S. It seems strange, but the truth is, like I said earlier, “People are lazy!” Many just don’t have the time or patience to read your sales letter so they read your Headline and if it’s interesting to them, they read your P.S.’s So make sure you restate your offer in your P.S. and you also, apply a scarcity tactic to get your reader to take action immediately.

These seven tricks are by no means an exhaustive list of sales letter writing methods but they can and will help you improve your copy and improve your product sales at breakneck speed. Apply them today and profit fast!

sales-letter-writing, copywriting-secrets, copywriting-tips

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