Killer Copywriting

Me again folks with Part #2 of why panic in difficult times won’t help you and how in fact to ensure your least and last affected, not first and most affected in business by a difficult economic climate – a competitor wanting to gate-crash your party or anything normally considered out of your control.

Remember the analogy I used with the last Rant was, and I quote “A tree with shallow roots in a storm is vulnerable to falling compared to a tree with deep roots in a storm. The analogy applies to business when it comes to panicking when things get tough. So what constitutes deep roots for a business that would stop them from toppling in difficult times?”

Now last month I explained that your list of clients and your reputation with them is the most important “deep root” you can have. If you missed it and you want to read about it, simply go to www.rebelliousrant.com and read last week’s rant.

Now the next most valuable and important strategy you must become a master of is…

You must master marketing…

But not ordinary, everyday boring, non-specific vague and general marketing. What I’m talking about is Emotional Direct Response Marketing.
What that implies is that your advertising and marketing produces a result that makes you money and that is measurable against the cost of doing it.
What it is not is branding.

Here I’m going to provide you with my definition of what Emotional Direct
Response Marketing IS and what Emotional Direct response Marketing is NOT.

Switch from “Image Branding” to Emotional Direct Response

What Emotional Direct Response Marketing IS NOT:
Knowing what not to do is as important as knowing what to do. EDRM is not getting your name out there. It isn’t name recognition. It isn’t building an image. It isn’t getting your name in front of as many people as you can get your name in front of. It isn’t bragging about how excellent you are. It is not copying Fortune 100 companies’ inane or funny advertising. It is not cold prospecting. It is not begging people for referrals. It is not going to network meetings and social events to meet clients and prospects. It’s not manipulation or unethical tactics. It isn’t taking people to lunch or playing golf. It is not having a fancy brochure and business card. It’s not having a website or being very good at what you do. It’s not winning an award, having letters after your name or a plethora of business and achievement certificates on your wall.

What Emotional Direct Response Marketing IS:
A systematic, sustainable marketing system that allows you to achieve maximum productivity, maximum leverage, and will allow you to conduct your business to achieve massive results with the least amount of expense, time and effort.

All this leads us to my valuable 17 Point Checklist for getting your client’s and prospect’s attention… After all, copywriting is Emotional Direct Response Marketing in print.

This is the same checklist that I myself use before I send out any direct mailing material.

Remember that any marketing you do, and any money you spend on that marketing is wasted unless it grabs your prospects attention and gets them hammering on your door wanting to do business with you.

So before you send out anything, be sure to check the following to maximise your return on investment…

14. Have One Objective Only With Your Copy

That might be to get a prospect to buy your product or service, make an appointment, get on your database via a free offer, etc.

Either way if you try and do more than one thing with your copy there’s a good chance you’ll confuse them and confused prospects do nothing! That’s why niche is so very critical to your success. After all the riches are in the niches. The tighter the message to market (herd), the better the response and the less it will cost you to expose that message to them.

For example a beauty salon whose marketing talks about all the services they provide is likely to confuse the prospect and the message will be too broad, given all the services beauty salons provide. However, if the message was about cellulite only, as opposed to all the other services a beauty salon can provide, the message to women who suffer from cellulite is clear and defined. In fact that niche would pay you handsomely to solve their problem for them.

This is a classic example of having one objective only and that is to speak to women who suffer from cellulite and giving them a reason to call.

So figure out the one thing your market wants a solution to that they’ll pay you handsomely for and only talk to them and enter the conversation they’re having in their own mind, preferably what they go to bed thinking about and wake up worrying about. Do this and your results will dramatically improve.

All the best,
Mal Emery

Committed to Elevating the Financial Wealth and Wellbeing of Society Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism

So why does panic descend on people like a pandemic virus?  As an aside I needed to see my doctor recently about something, only to be told I’d need to wait days for an appointment. In fact I never got to see my doctor, I had to see someone else at the practice.

I even sent a friend in need to see my doctor.  He was told “We’re not taking any appointments and we’re not taking any new clients on”.  This is pretty much endemic with all medicos at the moment.  Cause?  The panic around swine flu.

Of course the first thing I said to my doc was “Have you put your prices up?”, to which she chuckled and dismissed quickly.  Anyway, back to the point of the Rant.

A tree with shallow roots in a storm is vulnerable to falling compared to a tree with deep roots in a storm.  The analogy applies to business when it comes to panicking when things get tough. So what constitutes deep roots for a business that would stop them from toppling in difficult times?

First and foremost would be your list of clients (herd) and the reputation you have with them.  Herd is a term I used to describe my list of clients and it is my most valuable asset.  The term implies that I put a fence around them and nurture them and I suppose in a sense that’s what this Rant is about – nurturing you with free information that can help you in business.

As I stated previously, of course your reputation with that herd is the next most important aspect.  After all, there’s no point or value in a herd that doesn’t have a predisposition to choose you to do business with, based on the value you deliver to them.

Similarly a herd you haven’t contacted in months or years is valueless.  Simply because, your list deteriorates 10% every month you don’t contact them, so basically in 10 months it’s worthless and your chances of reactivation are nominal.

Most business owners of course think their product or service is their most valuable asset.  Frankly there’s no valid argument that can be made against a herd you have a reputation with, where when times get tough, you can send the bill to them anytime you want money.  It’s like owning one of those toll gates – probably your only chance to ever own one.

Besides, the internet has seen herd-gathering businesses that have never made a cent change hands for billions of dollars…

“Google Acquires YouTube for $1.65 Billion”

“eBay buys Skype in a deal worth $2.6 Billion”

“News Corp bought Intermix Media, owner of Myspace.com in $580m Internet Buy”

“Facebook Has Bought FriendFeed for an Undisclosed Sum”

So the key here is to value your clients that do business with you now, particularly the 20% that deliver 80% of your income, and treat them differently to how you do in good times.  Spend more money and effort nurturing the 20% and less on the others.

A good reason for this is in unsettled times it’s more costly and difficult to replace them and they have more and more options to choose from as people scurry for their business.

So the name of the game is to build your herd and your reputation with them daily.  A great way to do that is with great copywriting.

But before we do that, next week I will reveal the next most important strategy a business owner must master to ensure their business has strong foundations (deep roots) and can weather any storm.

Now back to my valuable 17 Point Checklist for getting your client’s and prospect’s attention… This is the same checklist that I myself use before I send out any direct mailing material.

The next point in “17 Ways to Ramp Up Profits” is…

13. Write to One Person
Enter the conversation in your perfect prospect’s mind.

Direct mail gives you the opportunity to talk directly to hundreds, thousands, and even millions of potential customers. A letter is like a dialogue between you and your prospective customer. It is one person talking to another.

It gives you the opportunity to make the most compelling case on how your product or service will benefit the recipient…speaking “friend to friend”.

Speak to your prospect by creating an image in the mind of the reader. Set the scene by appealing to a desire or need, then flow smoothly into the visionary part of what you’re promoting.

This visionary process describes in detail how wonderful life will be and how good the prospect is going to feel after the product is purchased or the service has been performed.

Your message should give your prospect a clear vision of the benefits they will receive or take away from what you are offering.  Do this and you’re well on your way to getting their attention and increasing your sales.

All the best,
Mal Emery

Committed to Elevating the Financial Wealth and Wellbeing of Society Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism

Last week I told you to be yourself, as part of my 17 Point Checklist to getting your client’s and prospect’s attention. This is the same checklist that I myself use before I send out any direct mailing material.

Direct mail can make you a fortune, but can also be costly if it doesn’t get you any results. And the success of your direct mail is directly correlated to its ability to get your client’s or prospect’s attention, and get them to TAKE ACTION.

But obviously it’s a lot harder to convince your prospects to take action, when you’re not there to guage their comments, thoughts, or feedback. So how can you gain their trust, prove to them that you can solve their most pressing problems and convince them to take action, all through direct mail?

Let’s move on to …

6. Don’t Be Afraid of Long Copy

The best way to “talk” to your prospects via your direct mailings is through your copy. And since this direct mail is limited only to your copy, you’ve got to make it good.

One of the biggest mistakes I see people make in direct mail, is wasting good opportunities – leaving space where they could add more copy and make their offer MORE appealing to their clients and prospects. I mean, it costs the same to print anyway, why leave it blank?

If you’re paying to send something to people anyway, why not add MORE reasons for them to do business with you??

After all, you’ve only got their attention for about an average of 30 seconds or so, might as well make good use of it and make an impact, right!

The truth is, your copy can never be too long, only too boring.

People love a story. Why not give them a good yarn to entertain them? Let them get to know you as a person rather just a business – tell them your story, tell them about funny things that happen to you, tell them stories and jokes. Sure, not everyone is going to read what you’ve got to say and not everyone is going to care (see last week’s Rant encouraging you to “Be Yourself”)… BUT those who do, will love you for it and not only look forward to hearing from you, but also be more inclined to do business with you!

But back to the point. The longer your copy, the more detailed and interesting you can present your offer to more people. Even if a certain part doesn’t appeal to some people, another may. If you just keep it short and to the point, chances are it won’t grab the attention of anyone long enough to make an impact on them.

So remember not just to inform but also entertain, tell people a story and let them know all about who you are and what you do… More importantly make sure they know how you can help them as well as how they can do business with you.

Don’t be afraid of long copy, use it to increase the effectiveness of your direct marketing!

All the Best,
Mal Emery

Committed to Elevating the Financial Wealth and Wellbeing of Society Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism

“Do you ever ask yourself “What else could they want?”

You know the scenario…  You have a great product that’s going to do exactly what you say it will – in fact you are so sure of it you offer your prospects an Iron Clad Guarantee.   And yet…

…you have prospects that still want more before they will commit to buying.  They just need a little something else, they need to know they can trust you!!!   Their number one barrier at this point is a lack of trust.

Well let me tell you folks, the most effective way to overcome this barrier is by providing them with “Social Proof” and/or “Testimonials”.

Testimonials are proof from other people who have gone before them that you are someone who can be trusted, and most importantly proof that they are not going to be embarrassed because they fell for your sales pitch.

By using GOOD testimonials you give your prospects the reassurance they need which in turn makes them trust you and in turn they are receptive to you and your product.

Now as you would expect, there are GOOD testimonials and there are testimonials that are a waste of your paper and your prospects’ time.  So what I am going to do here is give you my 9 Tips on how I get great testimonials from my clients.

Take the time to read this as there is a bit of an art to getting the good testimonials, and one well worth learning because GOOD testimonials can increase your conversion rates massively.

PLUS I have also included a quick but exceptionally effective “7 Point Grading Check” that you should run all your testimonials through before you send them out to anyone.  It is what all my “master copywriters” use.

Tip #1: GOOD testimonials need to be specific.  Not “I love the ACME company. Their products are great.”  This type of testimonial won’t help you in any way.  You want your customers to give you testimonials like “I drank the blue potion and I had the energy to lift my car like you promised me I would!”

Now to get “GOOD” testimonials you need to be prepared and have a set of questions to ask you customers.  And of course don’t ask yes/no questions.  Instead go for questions where your customer can reveal what they love about a specific result.  For example, “What particular paragraph did you like in my book and why?”, “What was the benefit of owning the blue umbrella over the red umbrella?”, or “What part of the after hours service helped you the best”?

Tip #2: Testimonials that include your customers’ original doubt and how your product/service overcame it are invaluable.  Eg: “I was a bit wary at first as to whether the blue umbrella would keep me dry.  But I can tell you that I was very happy when during the first rainstorm, I used the umbrella and did not get wet”.

Tip #3: To get testimonials from customers that you are already familiar with, simply pick up the phone and let them know you are looking for testimonials and that you have some questions you would like to ask them.  Make sure you are ready to record what they say in case they give you a testimonial there and then. Over the phone is actually a great way to get a testimonial because as they are talking you can ask leading questions that delve deeper.

Tip #4: For clients you are not familiar with, it would be best to start off by sending a letter or email letting them know that you are looking for testimonials and that you would love them to write one out and email it to you.   If it’s someone you know is going to give you a great response, it would be worth following them up if they don’t respond within a week.

Tip #5: Always make sure you acknowledge the effort of the person who has written or given you a verbal testimonial.  A small thank-you note with a gift (perhaps one of your products that they like). They have done your company a great service by writing you a testimonial and should be thanked.

Tip #6: You don’t need to use the whole testimonial.  You can take snippets from it that most relate to the point you are trying to support with this testimonial.

Tip #7: Use as many testimonials as you can that are relevant to the subject you are supporting.  You can never have too many.  But you can have ones that are wrong because they don’t relate to the particular objection you are trying to over come.  Make sure it is congruent with your current point in your copy.  (Any testimonials that you get that don’t relate to your particular promotion keep in a file for future use.)

Tip #8: Always use the persons full name, suburb, occupation, age and family status if possible.  EG: Single mother of three… Grandmother of…  You should use company names as well if you are dealing in business to business products).

Tip #9: If you are promoting or selling online, DVD and audio (as well as written) testimonials are great tools.  These can be recorded on a simple camera with video function and then uploaded onto your site. Make sure you give the person’s name and suburb in a caption under the video.

And now here is the 7 Point Grading Check that I use with all my clients and copywriters to make sure that the testimonials they’re using are going to build trust in the prospect:

1. None… Completely absent (major mistake)
2. Weak… Vague generalities, no meaningful specifics
3. Weak… Unemotional, impersonal
4. Blind… Not ID’d by full name, place, occupation, family status, etc
5. Poorly strategised… All dealing with similar objections instead of dealing with the four or five objections most people have to any product or service
6. Great… But why not more?
7. Outstanding!!! You’ve mastered the art of using testimonials correctly to build trust and allay people’s fears.

So there you have my Top 9 Tips for testimonials and a 7 Point Check on how you can make sure yours are going to “hit the mark”.

The most important thing to remember is your testimonials must build trust in you and your company in your prospects’ eyes.  By doing so, you’ll see a massive jump in your conversion to sales rate.

All the best,
Mal Emery

Committed to Elevating the Financial Wealth and Wellbeing of Society Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism

P.S. Testimonials are just one of the tools that is essential in the copy you are sending out to your clients.  For more tips and inside information from me “The Millionaire Maker” stay tuned to your Rebellious Rants emails where, each week I reveal more ‘insider secrets’ on increasing your sales.

Recently I was flicking through an edition of BRW Magazine, and an article on direct mail caught my eye. According to Australia Post, The volume of direct mail increased by 8 per cent in 2006-07 and a record 9 per cent in 2007-08.

This is in the face of pundits saying that direct mail is dead.

But when you do the maths, your average Joe receives an average of three letters a day in his mailbox, compared with possibly hundreds of emails. So in comparison, there’s a lot less clutter in your prospects’ mailboxes, and so more chance to grab their attention using direct mail.

Especially when you use the techniques which I teach!

Which is not to say that using online marketing methods is a waste of time – in fact different mediums for your message, when used together, can be very powerful in your marketing campaign – especially when you have a good message to market match.

What is especially important about using direct mail to communicate with your clients, is that not only does it grab their attention, but it also makes them feel valued and can prompt them to act much more than just an email can.

But you must be sure to be giving them information and offers that they are interested in, and actually want!

So what is it that they are going to see first?

The Headline!

80 – 90% of the success of any ad is the direct result of how well the headline gets attention!! If you don’t believe me, go look at “People Magazine”, “Redbook”, “New Idea”, “Woman’s Day” and so on.

Whether or not you read, like, or even approve of any of these publications, you’d have to be blind to get past a magazine rack or supermarket checkout line without at least noticing these covers and attention-grabbing headlines.

Can you say the same about your advertising? Are your headlines exciting or boring?

Every month, the editors of all these magazines and newspapers do everything they can possibly think of TO GRAB YOUR ATTENTION! While you may not agree with the pictures or underlying messages, millions of these magazines are sold each week because emotions stir up more sales than logic ever will!

The biggest mistake you can make in marketing is to use a straightforward, “professional” approach that attempts to appeal to people’s sensibilities. Yet, over 95% of all businesses and sales people make it over and over!

Logical advertising is dead advertising, and a waste of your budget.

Emotions are what motivate people to take notice and respond. If your advertising is boring, it won’t make money!

All of your ads must have a headline and the purpose of that headline is to get the attention of your prospect. A simple test of how good a headline is, would be to put it in an ad by itself, devoid of any other copy, except for the contact telephone number and see if you get any calls! The headline must be able to stand alone!!

Your headline should leave nothing to chance. You see, you have about a .07 of a second to get your prospect’s attention. That’s why trying to use humour or getting your prospect to “think” generally doesn’t work.

Wouldn’t it be nice to know which kind of headline is more effective before you send it? How much more money would you earn by just a simple change in wording? Best of all how much more would it cost to use one sentence over the other? Absolutely nothing.

So the answer to this problem is, as always, simply to… TEST! When you test, you find out which one works. That’s the principle I teach all the time.

It’s very useful to know what works but no so important to sit around for hours to try and work out why the heck it works. If it works, that’s all that matters, leave the psychoanalysis to someone else.

By testing you get to learn what works and what doesn’t work. So the pain of trying to figure out what works will actually ensure you achieve success faster.

So make your headlines big, bold, and spell out to your clients exactly how you are going to help solve their biggest problems!

All the best,
Mal Emery

Committed to Elevating the Financial Wealth and Wellbeing of Society Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism

It’s 7.36am Monday morning

I am sitting at one of my favourite breakfast haunts; I am trying to be healthy for a change and I’m skipping the gin and tonic and having an egg, spinach and ricotta quiche for breakfast (yeah real men do eat quiche) and the mobile phone rings.

Sort of contemplated for a second or two whether I would answer it or not, looked down at the screen and saw it was Pete Godfrey, known to some as the “Rebel without a Clue” or to others as the “Wizard of Words” and Australia’s best home-grown copywriter.  A man with the unique talent of turning words into money.

Pete’s actually got a few other talents, but I’ll keep them between Pete and I. (After all, I can keep a secret…)

Anyway, Pete’s rather animated on the phone and tells me an interesting story that’s just unfolded. It seems his printer’s wife had gone to see a clairvoyant over the weekend.  Now here is where my powers get superhuman it would seem. The clairvoyant told this bloke’s wife he should look up a guy on the internet by the name of Mal Emery. Now Pete couldn’t believe it and I can barely believe it either… But Pete swears it’s the truth.

How does that stuff work?

How does a clairvoyant pluck my name out of the air, say it to somebody who’s strongly connected to somebody who’s strongly connected to me. Don’t know… Don’t need to know…

The thing is, it’s the same in marketing.  For example:

• Why do sales go up when you end your pricing in a 7 – $67, $77, $197, $477?
• How does the change of one word in a headline result in hundreds of percent in extra sales?
• Why does the use of photos – your own, your staff’s, picture of your product or photos congruent with the marketing, increase sales dramatically?
• Why do people spend more and respond better to outrageous risk reversal guarantees?
• How is it that if you don’t use scarcity and urgency in your call to action virtually no prospect or client does anything?
• Why do we, on mass, hate sales and people who would sell to us?
• How come we’ve got more hang ups about money than sex?
• Why is it that case studies and testimonials dramatically increase sales?
• Why do people respond better to stories than facts in marketing?
• And how is our own “B.S.” our biggest obstacle to our success?

The list is long – I could go on but the fact is we could debate it but we’d all probably be wrong.  Simply it works.  Just like our clairvoyant friend, you don’t need to know why it works but just accept “it” and do it anyway.  The financial rewards are worth it.

Can’t wait to see what breakfast will bring tomorrow morning!  I hope she’s cute…

All the best,
Mal Emery

Committed to Elevating the Financial Wealth and Wellbeing of Society
Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism

I fully understand I sound like a broken record on the subject of Testimonials and the use of them.  When I go into consulting situations sadly I usually discover one of three situations:

1. They have not collected many or any testimonials.

2. Their testimonials are plain and ordinary “Vanilla Flavoured” testimonials that are either lightly used or not at all.

3. And worst of all they have a massive collection of great testimonials or clients willing to give them, yet are woefully used surprisingly.  Surprisingly this seems to be true of otherwise astute marketers.

I often find an arsenal of before and after photos, scientific proof/data, Case Studies (Professionals) that could be used on CD, DVD’s & Video’s. The use of Testimonials should be limited only by your imagination.

What is most interesting is that Business Owners and Managers are straining and spending to convey their marketing message to their Customers, Client, Patients or Prospects while keeping their very best salesperson bound and gagged out of sight locked in the cupboard.

This is what you do when you leave testimonials unexploited.

· Why decorate reception walls and offices with paintings and logos when the wall space could display testimonials?

· Why have the Bert Newton show running in you surgery when you could have case studies instead?

· Why display a product package on a store shelf without testimonials?

· Why have the name of your company on your vehicle but no testimonials?

· Why send out a direct mail package with out testimonials?

Why waste any opportunity to use testimonials when after all, what your clients say about you is ten times more important than what you say about you? But I wonder if it’s possible to nag enough where testimonials are concerned.

All the best,

Mal Emery
Committed to Elevating the Financial Wealth and Wellbeing of Society Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism

Right here with order forms is where a lot of the best copy on the planet falls apart. Most are boring, not persuasive, and just plain ugly. Seems to me people, even experts, put an enormous amount of effort into writing the copy but little or none into arguably the most important aspect of killer copy, and that’s the order form.

I’ve made a precise science of this process, having studied geniuses like Ted Nicholas, Gary Halbert and Dan Kennedy. So here’s my take and what you NEED to do to fix this neglected area of the sales process! In fact, you’ll learn how to make yours stand out from the rest, compel your readers to purchase and dramatically increase your response rate.

This one will surprise you and it’s contrary to most but I doubt I differ from the guys above although I wouldn’t begin to compare myself to them. I’m just a bloody good student.

1. Create your offer first and write your order form first. Not just any old offer but a compelling offer that is sure to compel your prospect to buy. Well conceived offers can get you a sale where no sale exists and ensure that your copy is compelling. Writing the order form first forces you to comply with this process.

2. Your order form must be clear and precise and not confuse the prospect for half a second. Surprisingly some prospects even read your order form first, so the trick is to presume they haven’t read the sales copy first and your order form must be able to ‘do the job’ literally on it’s own and lead the client clearly and sequentially to what you want them to do, obviously, to order.

3. Where possible try not to use the term “Order Form”. Let’s face it, everyone knows when you order something it costs you money. Instead, try and turn this into a positive experience rather than a negative. Here’s just a few examples of what you can do:

• Privilege Request
• Audit Certificate
• Membership Application
• Enrolment Application
• Enrolment Certificate
• 30 Day Trial Application
• Official Privilege Invitation
• Privilege Invitation
• Privilege Certificate
• Acceptance Certificate
• Send no money!

4. Begin your copy with a paragraph stated in the prospects own words, such as:

Yes, I’d like to INSTANTLY acquire KILLER copywriting skills so I can instantly extract the most amount of money from prospects and customers ethically, legally and morally by being able to write copy so good, I could sell sand in the desert! I want to use every tool I can to exploit human nature, and ethically make me a fortune helping my marketplace! I am anxious to become a better direct marketer, and realise that the “Killer Copywriting” pack is totally unique, cutting edge and is unavailable anywhere else! I also understand that all of “Killer Copywriting” comes with a no-hassle, 30 day money back guarantee! On that basis, please accept my order:

5. Although they have read the copy, restate what’s in it for them in your order form. Again, I’ll use an example to best describe what I’m referring to.

“Killer Copywriting – How To Write Copy So Good, You Can Sell Sand In The Desert!”

Would you like to learn how to write ads and letters that allow you to sell virtually anything you want, anytime you want, for as much money as you want? If so, here’s great news!

Announcing: the famous “Killer Copywriting Course, a 2 ½ hour guided audio tour and Guidebook of the best copy ever written, and how you can do the same!

Every killer copy technique is revealed to you. Every secret is demonstrated and illustrated for you.

Nothing is left out.

And, every technique is guaranteed to work for you if you put it to use. Secrets like:

• How to quickly and easily turn ‘everyday salesmanship’ into irresistible sales copy that automatically puts the reader into a trance and forces them to buy your products!
• Why you don’t need to be ‘school smart’ to make these secrets work and how having a degree can actually be a handicap to making real money!
• How to instant conquer writer’s block. You’ll never be stuck for words again because you’ll have hundreds of the greatest headlines ever written to jog your imagination and spark your natural writing brilliance!
• How to stop prospects dead in their tracks and force them to read and devour every single word of copy you write. (If you can’t get people to read what you write, you won’t sell a thing. The secrets you’ll learn are so powerful, that even if they don’t want to… they’ll be compelled to read every single word!)
• How to dive into your prospects pain, magnify it, and get them to see that you’re the only possible solution to their problems. (Using this one secret will allow you to charge any amount of money you want and still get your prospect to happily pay!)
• How to turn an ordinary sales letter into a world class sales letter simply by adding a few ‘sales boosters’ most copywriters don’t even know about.
• How to gain instant trust and credibility with everyone who reads your letters or ads. (You’ll discover that people buy from people they like and trust. You’ll see how easy it is to make an emotional connection with anyone and get them to instantly be in your corner!)
• How and why you must use stories throughout your copy to hypnotically capture your reader’s attention and lead them all the way to your order page!
• Dozens of tests that every sales letter or ad must pass before you even think about using them!
• How to use the right ‘trigger words’ that get people desperate to send you money.
• How to write teaser copy and bullets so powerful that people will order your product without any regards of price (You’ll discover that one little sentence, one little bullet buried into your ad, could be the overwhelming reason why people must get a hold of your product!)
• How to use ‘human psychology’ to step inside your prospects mind and discover the exact words you have to say to them to get them to open up their wallets and give you money. (You’ll quickly see that every living person has fears, desires, and wants that you can secretly uncover to fill your bank account up with money.)
• The complete guide to writing body copy that’s so persuasive, you’ll have to fight people off with a stick, as they beg you to take their money!
• Plus…much, much more!

You’ll note I’ve used blind bullet points which I’ve extracted out of my main copy. Plus I’ve even restated the guarantee on the order form. All this keeps the prospect motivated to purchase and reminds them of why it’s such a great deal. The last thing you want to do is lose them at this point.

6. Clearly restate any gifts or free bonuses they get when they order now.

But wait, there’s more! Four of my favourite words. Added value is a key component so make sure you restate any added value in your order form, including the actual dollar value and a deadline in which to qualify. This is your all important call to action.

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Read the complete copy clearly and you’ll understand that nothing is left to chance where bonuses and added value is concerned.

7. Restate your guarantee. The bolder your guarantee, the bigger the orders. For example, 30 day hold send no money increases sales by up to 300% and doubles returns. Double your money back guarantees increase sales by up to 50% and decrease returns by up to 50%. Likewise, a 60 day guarantee out pulls a 30 day guarantee, a 90 day guarantee out pulls a 60 day guarantee and so on and so forth. A lifetime guarantee out pulls all of them although I’ve used Double Your Money Back with enormous success.

8. Use a fancy border and coloured paper. If you make it look like a certificate using a certificate type border and paper, this is best. You can still do that online with the graphics that are available to you today. Preferably only print on one side of an order form. Don’t know why but double sided order forms decrease sales. Some things just are.

9. Give the prospect multiple methods of response. Different individuals prefer to respond differently when it comes to placing an order. My experience is offline most use the phone, followed by mail and fax. Online you should also give them multiple methods of response.

Here’s a sample:

Here’s Five Easy Ways To Order!

To get all the FREE bonuses you must order before …..

You can’t afford to wait. You need to take immediate action by doing one of the following:

1) Order On Line…The fastest way to order is directly online – ORDER ONLINE WITH OUR SECURE SERVER SHOPPING CART

2) By Fax . . . Or, you can print out the order form and fax your order to (08) 9201 2133. We accept orders 24 hours a day, 7 days a week.

3) 24 Hour Order Hotline…Alternatively you can ring with your credit card details to our 24 hour order line on (08) 9201 2122. If the lines are unattended please leave a message and we will get back to you the same day or you can leave details of the product you want to order, your name, address, credit details, don’t forget the expiry date and please speak clearly to avoid any delays.

4) Snail Mail…The fourth option is to print out the order form and mail it to PO Box 83 Mount Hawthorn Perth, Western Australia, 6915. Your order will be processed the same day we receive and sent to you immediately. Please allow 7 – 10 days for postage within Australia, and 14-21 days for International Orders.

5) Pick Up In Person…You can of course, if you wish, visit my office to collect your order. We are easy to find and can be found just ten minutes from Perth Central GPO. The address is 39 Scarborough Beach Road, North Perth, cnr of Pennant St. (the Charles St end of Scarborough Beach Rd, in fact only 300 metres from the corner).
It’s normal office hours, 9-5 Monday to Friday. However please avoid coming between 12 – 1, we like to enjoy our lunch break uninterrupted.

Order Now! Before you know it, you can be making some serious money in the comfort of your own home . . .

10. Always include a product table on the order form. Again this is to provide clarity, confuse them and you lose them. With a table they can clearly see everything they are getting and exactly what it is going to cost them. VERY VERY VERY important.

Of course it goes without saying you must list every product in your package, preferably what it is, by that I mean – manual, how many pages, CD, DVD etc. You do this both in a table and in your copy as you’ve witnessed described here.

11. Where possible and space permitting, include a photo of the product. People buy with their eyes, they like to see what they are getting for their money. The better the quality of the photo, the more products, the more likely you are to sell something.

12. Include a deadline/powerful call to action. Here’s a big one, often missed. Your order form should say something like “You must be one of the first 197 people to join before the date stamped in red at the top of the page to qualify for $6,466 in savings. Recently I made this particular offer at a seminar and added that you must be “one of the first 21 people to order to qualify for the massive saving plus the first 21 qualify for a half day coaching with myself, valued at $3000.”

Suffice to say there was a stampede to the table to be one of the first 21 to order. So… strong meaningful deadline and massive added value are a great combination. My sales about $70,000 in two hours. To learn how I did this visit …….
A final couple of hints I can offer, space permitting, is to include a photo of yourself or if you’ve got celebrity endorsement, a photo of that celebrity.

One final thing, don’t forget the details of how to order on your order form. It may even require a coupon. Anyway, I hope you never treat order forms with scant respect again.

By the way, if you are interested in ordering The “Killer Copy Writing” Course as I’ve described it from what you have read thus far, I have attached the very same privileged acceptance form I’ve included in this Rant. You should check it out any way to see how an “order form” should be done.

As always you can phone it through on 1800 685 155 with your credit card or mail it in with your cheque. Don’t forget to include your postal details.

Finally you can order it via our online secure server here.

All the best,

Mal Emery
Committed to Elevating the Financial Wealth and Wellbeing of Society Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism