Copywriting Made Simple

Look out.

nobody@vox.com(Sheridan Randolph) — Mon, 16 Jun 2008 22:39:26 -0400

You can't know too much about your customer.

Stay tuned

You can't know too much about your customer.

for a mind-blowing

You can't know too much about your customer.

new chapter

You can't know too much about your customer.

in copywriting

You can't know too much about your customer.

made simple.

You can't know too much about your customer.

– Sheridan

You can't know too much about your customer.

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Yesterday at the Y...

nobody@vox.com(Sheridan Randolph) — Fri, 13 Jun 2008 08:04:15 -0400

I have passing scores for the Navy SEAL fitness test. But just passing. So now I'm on a program to get those numbers up. This is my last year to join, and while I've decided not to, I don't want there to be any doubt as to whether I could have.

So you'll find me working out about two hours a day.

After a few hundred push ups, sit ups, plus my pull ups program, it was time to hit the pool. For those of you who've never swum laps, I can tell you it's important to keep the lanes clear. Beyond the protecting the egos of the swimmers – who can get pretty riled when your 10 year old daughter wanders into their path – people can actually get hurt.

And the lifeguards are always out to lunch.

The other day, in fact, an inattentive mother let her toddler (very cute, barely toddling) perch herself on the edge of 5 feet of water. Apparently the lifeguard saw no problem. I finished my lap and looked up. Took my goggles off and stared in amazement.

Both the toddler and the 10 year old girl made it out ok. (The 10 year old was lucky the guy saw her. He was sprinting.)

But it's still a hazard. Every time I use the outdoor pool there is a problem.

The swimmers, on the other hand...

We generally get along. We understand competition for resources and share lanes. For example, I am practicing the combat swimmers stroke for time (part of the SEALS test) – a modified sidestroke. Wearing goggles, I pay attention that I stay on my side of the lane and time my kicks so I don't catch anyone in the face.

This is key.

Then there are a few showboaters.

Some clown shows up, dives in and starts swimming laps. With people in the lane, this shows no understanding of protocol. As he's crashing down and back – the guy's throwing water up 5 feet or so – he occasionally pulls his head out of the water to see where he's going.

I shrug, and back to work. Then, it happens.

We were swimming opposite when he manages to reach over the median and spear me right in the eye. Not cool.

How does it go? Something about "it's all fun and games..."?

So I discovered another function for goggles. On the return, he said he 'thought' he'd tagged me. Fair enough. I thought of 'tagging' him. I instead said "that's why we wear goggles: so we can see". He left shortly after.

“Do you think,” he whispered, “there’s a crisis in copywriting right now?”

I follow John Carlton's blog, and this question was put to him by Jeff Walker in the last couple of weeks. It seems there are a number of copywriters who've learned to talk their way into big gigs. Guys who show up and dive in, without checking in with the other swimmers.

They splash a lot, but they don't get results. On top of that, they charge three times over what they should.

And when it counts, instead of helping you out, they spear you in the eye.

Much of what goes on on the internet is small potatoes compared to what the big direct mailers have been doing, and continue to do. Jeff Walker's launch formula – which is brilliant – approximates techniques used in direct mail for years. Decades. And the money is big.

All of that is great. But then a new (and wonderful) medium shows up, and it's possible for would be writers, perhaps English majors who've never studied a direct response mailing in their lives, to dive in and claim to know how to swim. But their swimming blind, without goggles.

And that's why we're here. As your business grows, you will find you need a marketing genius on your team. Could be you, could be a hired gun. But marketing drives business growth. And copywriting, with it's attendant strategies of 'launching' and sales psychology, will be a key part of that. And that includes copywriting for video, which will continue to grow on the web, as we become less inclined – and able – to read.

So if you're swimming in business responsibilities, moving toward some definite goal, and some yahoo copywriter tries to dive into your lane, steer clear. Use your tools, from this blog and elsewhere, to recognize the hack, and stay on track for your best year yet.

To your Copywriting Mastery,

Sheridan Randolph

P.S. It turns out I owe more in taxes than I thought. (Filed for extension. Just had 'em done.) If you were thinking of outsourcing your copy, now would be a really good time to start that conversation with me. Especially since I'll be raising prices in a couple of months. Just send a private message.

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Hijacking Credibility

nobody@vox.com(Sheridan Randolph) — Wed, 11 Jun 2008 23:10:19 -0400

*Tim left a great link in his comment. (Thanks, Tim!) I'll give that again below.

Early on in this blog I suggested several places to look to get into the vernacular of your market. Magazine covers (newsstand, not subscription), trade journals – even reviews on Amazon.com.

But why?

The language used in these places carries latent credibility. Some may advise you shy away from industry jargon. But a little can go a long way.

Want to show you're an insider? Lace your copy with a little jargon.

Short on testimonials? Lift phrases from industry publications.

Desire to build great trust? Stay consistent with appropriate phrases and...

Metaphors.

I was going to write about this yesterday, but in reading over Bencivenga's Bullets, I saw that he covered this in Bullet #25. Took the wind out of my sail.

Since there's no way I can expound this point with his virtuosity and sense of fun, I'll leave this to the master. Join in with all the top copywriters, online and off, in reading Bencivenga's Bullets. Just click here. Simple as that.

It's #25, but feel free to look around. Also, in a few months he'll be publishing the next on time management. He is reviewing all courses and books ever created on the subject to bring you the best. (No exaggeration; that's just how he works.)

To your Copywriting Mastery,

Sheridan Randolph

P.S. Stay tuned for an inside look at the state of copywriting on the web, and what it means for your business.

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How to Get the Job Done

nobody@vox.com(Sheridan Randolph) — Tue, 10 Jun 2008 23:31:38 -0400

Well, guys, I'm tired. Been a long day. And for the first time, I don't know what to write.

Usually these things just come to me. I'm so into what I'm doing, living and breathing the stuff, the blog just becomes an extension of it all. Except that I'm focused on you. On your comments. On what I think might help you in business and in life.

But in fact, it's not a shortage of material that's holding me back. There's actually so much I would like to tell you, I can't figure where to start. So I'll begin with...

Bullets.

You can always go back to them. Even if you don't organize your research onto 3x5s, or even think of them as bullets, they will insure you will always know what to write.

But how?

Consider the promise I made some time back: "How to Beat Writer's Block... Forever". The old Gene Schwartz cure. I stand by that, and guarantee it will work. (Unless you don't want it to.) You may find you start writing, but that leads you to want to do...

...more research.

You will need about seven times the research (I have found) than you will use in your letter. Remember when I suggested writing hundreds of bullets? If you don't know what to say – if your writer's block cure tells you you need more material – get to work.

Back to bullets. Once this research is done, if you're still not sure where to start, try just writing something. Clearing your throat, so to speak. Basically what I've done in this post.

So, thoroughly prepare, along with writing every day (with purpose)... we may be on to something.

Next up: hijacking credibility.

Sheridan

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Anatomy of Desire

nobody@vox.com(Sheridan Randolph) — Mon, 09 Jun 2008 21:59:01 -0400

Well, it's happening. I'm in the final throes of my impulse. This is the most dangerous phase, and the most delicate. One false move, and I'll be lost forever. It's all up to them now.

After my workout today, I wandered in to a Circuit City. My dad has decided he needs a laptop. Good for him. And he'd like me to pick one out for him. One young fellow, shy, wouldn't look me in the eye, was very polite. Not that he had 'good manners', had cultivated courtesy or elegance of expression. Just that he was willing to help.

I said I just wanted to look around a bit, and he left me. Another showed up. At this point I had some questions, but it happened that he had to leave in the middle to see about his Icee. Are you kidding me? The other kid came back around.

He shows me the best solution, the decision is made, and off I go.

Like it or not, your sales copy represents a crucial 'touch' with your prospects. Which of those two youths would you send out?

And that brings me to today's topic: desire.

Now, we're not talking about impulse buys at the cash register. We're talking about that Porsche 911 GT2, the new yacht, or in my case, a MacBook.

That's right. After years of frustration with cumbersome operating systems, faulty PCs, and the ridicule of all my music friends, I'm getting ready to make the switch.

It started small, an inkling of an idea. Over time it grew as I gave myself reasons why. Now I can be typing away one moment, only to find myself immersed in the Apple website a moment later, time suspended. I have no idea how I got there.

And, as this emotion driven desire grows, as I learn better justification in the face of all logical evidence to the contrary, there will come a time...

There will come a day when I wake up, and I will be consumed by one overwhelming desire: I must have that MacBook!

And, like a good addict, when that happens I may cancel appointments, forget to feed the dog (not really), and drive an hour and a half to the nearest Mac store. Nothing will do but to have it now.

If you've ever wanted something, you probably have experienced a similar process. Go ahead and fill in the details. We'll see why in a moment. And if you've bought a lot of things, congratulations. That is one of the (possible) signs of copywriter potential.

We're not merely interested in detail, nor the depth of the emotional anguish as we scheme to get what we want. We're looking for a process. And, as I left some clues, you may have noticed that the process followed closely the layout of a sales letter. Shocking?

It may be worth going into this in some detail in a future post, but for now, let me leave you with this. At some point I'll have picked out the computer, the accessories, software... everything, and I'll just need a little push to swipe the almighty credit card. (Don't worry, it's tied to my bank account.) It's really a delicate situation for the merchant: I could leave very happy, or very frustrated – even angry. Depends on the kind of service I get.

Which of those youths would you send out?

Learn the buying process, speed it with great copy. And take good care of your customers. They'll then take care of you for a long, long time.

To your Copywriting Mastery,

Sheridan Randolph

P.S. Thanks to everyone who replied about the Video Vampires typo. It was a test to see if misspelling would aid recall. Mark Joyner found that "Vistior" outpulled "Visitor" everytime. But probably not a great strategy on an IT website. Right, Andrew : )

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Mistakes in Advertising... and Mozart?

nobody@vox.com(Sheridan Randolph) — Sat, 07 Jun 2008 22:05:06 -0400

Generally speaking, it takes a lot to get a rise out of me. Perhaps that comes from my New York years, where you learn not to be impressed with anything, except how bad the service is. But today I came across something that got me. Another marketing type, someone who should know better, had this to say:

Nobody likes over-the-top selling or advertising. In fact, no one likes sneaky subtle advertising either.

Now, I'll grant you, at first glance, it's easy to agree with that statement. But he goes on to imply that because they don't like it, we shouldn't use it. It's the wrong argument.

Great copywriting is designed with a purpose: to make sales. Now, it may happen over a series of mailings or steps as you romance your prospects, but ultimately the success of your campaign is judged by dollars in vs. dollars out. If your goal is to make people feel nice things, try poetry. (Be prepared for a major pay cut.)

So, whether people like your advertising is really a moot point isn't it. Instead, focus on what your prospects want, and on building that relationship. (Now prepare yourself for an awkward segue.)

My original intention today was to talk about... Mozart. While I'll grant you, Mozart has nothing to do with what came before (one of the hazards of reacting emotionally), if you've studied him you'll recognize that many of his operas were waayyy over the top dramatically (deliciously so), and ever so subtle musically. His prolific output contains hundreds of masterworks, among the most ingenious creations born of mankind in any era. But...

...there's a side of Mozart that no one ever talks about.

For some reason, hundreds upon hundreds of his works have been swept under the rug. Lost. Forgotten. Until now. See, while it's easy for posterity to look back and honor the genius of his creative endeavor, a closer look reveals many lesser works, best forgotten.

Maybe the most perfect composer... wasn't. Here's what's up.

Even for such a great genius as Mozart (and he surely was a genius), it takes time to plan and create a work of art. Don't get me wrong; I'm not putting copywriting on the same pedestal as classical music. But to write at the highest level takes a great deal of time and energy.

No one just shows up and writes a new control without spending years either developing their natural salesmanship, or studying masters. Perhaps a few seem to 'get it' early; even so, all the top ones I know, or know of, have been tremendous students. Back to Mozart.

Mozart could seem to compose out of the ether. But he actually was composing all the time in his head. While playing billiards, walking, etc. So writing it out was only a formality.

Then there were the pieces he wrote without planning. That's right, there's some real drivel by this great man. Mozart had to eat, and the quickest way to earn some cash was to write dance tunes.

I've heard these tunes: they mean nothing emotionally. Just something silly for the aristocracy to while away the evening on the backs of the peasants. Just (barely) good enough.

But he got paid.

What I'm not doing such a great job of hinting at here is this: it doesn't always take a masterwork of a sales letter to get the job done. Of course success depends on any number of factors. But the most important thing is to write. Always write. It doesn't have to be great. It doesn't even have to be good.

But if you'll commit to writing a bit each day, with some purpose or goal, I guarantee you'll see improvement, even mastery. Work in some of what we've discussed here, and you'll be on your way to your own maximum profits.

Unless, of course, you'd rather hire someone for the job...

To your Copywriting Mastery,

Sheridan Randolph

P.S. How are you enjoying this blog? Anything you'd like to see discussed? Other ideas? Let me know; we aim to please.

P.P.S. Does anyone remember the Rosser Reeves post titled "Video Vampirs"? I just wondered if you noticed the typo in the headline, and what kind of impression it might have made on you.

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Simple 'Trick', Big Results – No Writing Required

nobody@vox.com(Sheridan Randolph) — Fri, 06 Jun 2008 16:06:23 -0400

Want a quick trick for boosting response by up to 24%?

I watched a video of Frank Kern yesterday. He was selling a seminar, all proceeds to go to charity. Now, most of you probably believe in helping your fellow man. Especially children. In this case, Ugandan children. Frank told a story that appealed to altruistic fantasy in a typically low-key style. And undoubtedly, it fulfills that altruistic part of himself, in addition to raising his reputation, and actually helping people. (See, who said capitalists don't care?)

But that's not the point here.

We've just been talking about emotionally charged copywriting and salesmanship. And if you've ever seen Carlton's copy, you know viscerally what that means. (Is it time for another deconstruction?) But what about Ken McCarthy? Or Mr. Laid Back himself, Frank Kern?

In the video Frank made, there was another. His partner, and the husband of the woman behind the charity, is Michael Koenigs. If you have the time, you can observe their body language here. But no need, I'll fill you in.

What impressed me most about their interaction was Frank's dominance. He almost wouldn't let poor Michael talk. Now that I think of it, he pulled the same stunt on a teleseminar with Mike Filsaime. So much for 'laid back'.

Ken McCarthy? Ken will let you speak, as long as it's as important as what he wants to say.

Both do it in such a way that they don't seem pushy.

Check out Ken's blog sometime. He's not afraid to go toe to toe with his detractors. I've seen him wade into his comments section to set 'em straight. He knows his worth, and can say he can write circles around his competition without batting an eye.

I only mention this in case you miss it. You will note that these people, who are the real deal, are alphas. They may be subtle in expression, 'nice', over the top, or any number of things. But there's no mistaking. And if you've got the goods, a little swagger goes a long way.

How about that extra 24%?

If you see how this attitude can impact your business, you'll start to see big improvement in your business, no matter where you're starting. So go for it.

And to help you along the way, here's your free, tested direct response trick of the day. Draw an arrow to your opt-in form. Yep, it's that simple. Oh, don't forget to make it red.

To your Copywriting Mastery,

Sheridan Randolph

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Motion Beats Meditation

nobody@vox.com(Sheridan Randolph) — Wed, 04 Jun 2008 21:51:44 -0400

Funny thing. After writing the last post, I wasn't sure what direction to take. Then I had an idea, and put it to my subconscious to write while I slept. By midday today, I couldn't even remember what my idea had been. So much for my subconscious.

Just write the thing.

Remember that? That was the title of an old post here. Followed by the "Beat Writer's Block..." post. Well, those two make a powerful one-two punch. When the time came (another trick), I sat myself down and just wrote. On the clock.

The headline today was a favorite saying of Gary Halbert. The late great. It just came to me as I sat down to write. Not to put down meditation. But then, real meditation is a lot of work. You're not just there vegging out. There is focused intention of will. A kind of motion in stillness.

But we're here to talk about copywriting. And ultimately, to make you money.

I was recalling today an experience of mine. When I was working on my masters degree in New York, I saw an opportunity to make a little money. Performance based; my favorite. It involved calling people who had given money to the school. Or who might want to. Or anyone with a phone. And I was great at it.

I went all out, pulled any books I could find on cold-calling, etc. But there was a dark side to my success.

All the energy I put into it – it was a real gun-to-the-head approach – was pushing me over the edge. Those of you in sales may know someone like this. Maybe he's a top producer... but extremely high maintenance.

Well, I wasn't the top producer for the telethon; the girl calling for the business school got that honor. But then, I was calling penniless musicians. Squeezin' 'em. I got a call later saying the board couldn't believe how much money was raised for that music school. And, unlike other years, I was there calling alone.

But what a price. I was a mess.

If you haven't seen this phenomenon, I'll point you to a couple. Gary Halbert for example.

There's a guy who really lived. On the edge. And a great, great copywriter.

And this may be the most important lesson I've shared yet. One that I keep learning, from the masters, and from my experience.

The most important thing in salesmanship – live, in print, what have you – is that ferocious energy. The primal, animalistic drive. There was never a question on those calls that that day would be my best ever. Of course, when it wasn't (most of the time), I became a frazzled wreck.

What can I say. I thrive on pressure.

Forget everything else. All the rules. All the tactics and strategies. If you can harness this energy, what Carlton calls "gun to the head" writing, where you lay everthing out on the line, you will find success. And you'll damn sure know you're alive.

Just get a good lawyer.

To your Copywriting Mastery,

Sheridan

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Inside 100 Hours of Meditation

nobody@vox.com(Sheridan Randolph) — Tue, 03 Jun 2008 20:17:07 -0400

After all that analysis, I thought it might be fun to switch gears. Some asked to hear more about my experience at the meditation retreat. Ask and ye shall receive.

I had just finished my first year at Whole Foods in Boston, where I had desperately clawed my way up to lower middle management. (Not too bad for a kid taking a year off from college.) I had also taken a weekend job as security guard at Harvard. On top of those 60 odd hours, I was a part time student at New England Conservatory, where I was studying violin and viola.

[You're finding everything out tonight. Except the love stories...]

Oh, I was also studying with a master of Chinese martial arts, Dr. Leung. With all this going on, I wasn't finding much time for sleep, and it was slowly wearing me down.

Can you see how these interests, plus the workload, set me up to try something meditative and pastorale?

A friend, who had been through the experience recommended this Vipassana retreat. Now, I'd heard of Vipassana. There was a man who professed to teach it just about a block from our store. Something like the 'Zen Center' in Cambridge. One of my best customers in the supplements department. Made a lot of returns. But never kept his receipt – because he was Buddhist. Bless him.

At any rate, I determined to try this 'hard core' meditation. I'd visited our local Buddhist's place, done some of there flowery meditations. Not much going on there. Just kind of nice if you like sitting around on the floor with strangers for 45 minutes. So I didn't expect much.

As I mentioned Saturday, there is no talking for the duration. (Ok, there was an exception: a couple hours on the seventh evening.) That would be fine, most people aren't so interesting.

Meditation started early. I think we awoke at 4am. Don't take my word for the exact time, but it was early. There was time to clean up, and breakfast was a simple affair usually consisting of oatmeal with prunes and cinamonn. lunch varied, but always vegetarian. There was tea in the late afternoon, but no dinner. Dinner was distracting. And we needed to concentrate.

The first three days, we concentrated... on our noses. I kid you not. And it really made a lot of sense. First on the nose, then on a smaller part, just noticing sensations. And finally, we brought our concentration down to a point. No judging of the sensations, just remain aware. Do you think this could help you achieve things in life?

Now having strengthened our powers of concentration throught what was known as Anapana meditation, on the fourth day we are introduced to Vipassana. In this school, it is taught that the true teaching of the Buddha, in terms of cultivation practice, was lost in India. And it was. There are relatively few practicing Buddhists there, where Buddhism was absorbed into Hinduism. So it was preserved in Burma, now Myanmar.

No need to split hairs. As I said, I am not Buddhist, and I will leave them to sort out the niceties.

Vipassana refers to meditation where the practitioner is fully aware of, ultimately, everything. At the most subtle level.

I never got that far.

In fact, my practice ended when I left the retreat. But let me show you what I did do.

The procedure, assuming you've spent the time (months or years) in Anapana meditation, learning to focus to a point, you move that point of awarness to the top of your head. Then you begin to scan the body. Slowly at first. Piece by piece. And through. Everything. Down to the soles of your feet. Then back.

You will notice many sensations. Maybe pain. Maybe hot. Maybe itching. Just remain aware. Scanning the body. It may happen that these gross sensations, you begin to perceive at more subtle levels. If there is some pain that is hard to move through (and there will be), spend a moment there, observing. Gradually it will lessen, and you will be able to scan more quickly, at a deeper level.

There's no dogma. Just you examining your experience of your reality. Not really judging, just observing. And knowledge comes.

By the end, I was able to scan very quickly on a much more subtle level than I went in. It's a whole new experience of consciousness, of being. I became aware of myself as being something like strings of energy. I suppose if I'd kept at it, even those strings would have dissolved. To a finer awareness of reality.

Remember, this was ten hours a day of meditation.

There was a constant emphasis on accepting reality as it is, not as we would like it to be.

Could that help you in life? In business? I'm on Robert Ringer's side on this one. If you don't work from reality, your results may turn out to be fantasy.

Afterwards, I had a different concept of time. I could control my perception of it, so 16 hours on a bus (which I did immediately following), was nothing.

I've always been introspective, but I think I came out of there with some wisdom. Some self-knowledge that would have taken years to come by otherwise.

Meditating for a hundred hours in ten days is massive action. It should be no surprise that it was life-changing. Take massive action on your goals, under the guidance of a master, and see what you can do in 100 hrs time.

To your Copywriting – and Personal – Mastery,

Sheridan Randolph

P.S. While I might personally decide to go again, I am not endorsing the program. It is for serious students of meditation, and requires a degree of physical and psychological fitness. If you feel so inclined, you may check out their website here. There are many meditation retreats out there. Use your best judgement.

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Beating Price Resistance, Kennedy Style

nobody@vox.com(Sheridan Randolph) — Mon, 02 Jun 2008 23:28:33 -0400

[Sales Letter Link]

It's late, and I am writing after being shanghaied into garden work. Several hours of forced labor. At least the dog had a good time. But then, he always has a good time. At any rate, I didn't want to let anymore time pass, or we might forget what we were up to.

Yes, we're still working on that looong copy sales letter. Skip on down to the bullets.

I don't know about you, but after all that build up, I can't wait to get a real "peek" inside, at the "specifics". Note the sentence that follows this sub head. See how one plays off the other. It's dangerous to assume you know what your prospect is thinking, but if you set it up this way, it's a slam dunk. Yes, I want to see specifics, because the sub head made it sound so naughty. Personally, when I see "I know you...[whatever]", I say to myself, 'no you don't', and that's often the end of that sales letter. Polarity responders especially will do this. Find ways to plant the thoughts, and then repeat.

I don't know if I would have used the number one as the first bullet, but it seems a smart move. It has three numbers in it. And that's proof that he's offering specifics. Notice how all the bullets are sort of undeveloped headlines. That should take you back. Remember when we first talked about bullets all those long weeks ago? Notice how many 'How to' headlines, and the 'X number ways to...' headlines. Imagine using them as headlines. What's missing? Could you fix it with a hook? A new mechanism of delivering the benefit? A claim plus proof?

We haven't discussed types of bullets. Take number four. See how it teases you, dancing all around the critical info? That's called a fascination. Compelling, benefit driven. The idea is to create such curiosity that the prospect can't sleep until she is holding your product in her hands. There are several examples here. Sometimes called blind bullets, they are often alternated with facts. Bullets that can 'see' the actual info. See how often he witholds. Look at number 10. Here he tells 'what' you need to do to present price, but not 'how'. File that trick away. Notice the red, used to keep you scanning. Number 27 refers to number 26, each a fascination the one

layered on the other. See also how he divides the bullet, far too long by copywriting standards otherwise, mid thought. Seemingly arbitrarily. Zeigarnik, anyone?

Bullets need to be pithy, and can make or break the sale. Make them salivate.

Of course, there's more. The end of that paragraph, starting with the underline, shows a little swagger. He finishes this off referring to the bulk of this 'money-making 'product'.

Now comes presentation of price. Kennedy handles this sensitive matter by... blaring through a bullhorn. By doing so, he weakens the thought in the prospect. See how he almost interrupts what comes before? He keeps control of the price conversation. He further weakens resistance with the highlighted text.

Remember, we've seen some pretty big numbers. The doctor example he uses really makes the point, throwing in an apples to oranges comparison. What does the Jaguar have to do with anything, really? Mercifully, we get the price rather quickly. At least the price for a limited time (limited perhaps to the duration of the internet; please don't do this). A time limit should be supported by a reason why. But Kennedy is still working on price resistance.

There's more apples to oranges storytelling. A touch of exclusivity (millionaire members). Then that classic 'humiliation trigger: "financially embarrassed". Be sure to get comfortable with that. It's great for the 'rub the pain' aspect.

Next, one story to prove another to reduce resistance. Note again the 'sale' price is in red. This undoubtedly improves response, over black. We then get a 'reason why' he's charging so little. Has he convinced you yet that a thousand bucks is a paltry sum for the potential wealth-in-a-binder he's offering? He makes fun of legitimate reasons to be concerned with price, calling them "excuses". How 'humiliating'.

A direct call to action: "Now, complete the Order Form and get it in!!!" Really puts the 'direct' in 'direct response'. Before the last highlighted sub head, he foreshadowed: "If you’re “cash tight” and tempted not to invest in this information, bluntly, think again." Consistency helps. Don't worry, most people need help to make the decision they want to make. So help them. If the product is not right for them, based on what you've written, they've bailed on you by now. So go for it.

Finally, a recap of the headline. Proof that he's proved it. Tell what you're going to tell me, what you're telling me, and what you told me. The very repetition is proof. A little testimonial, the first real testimonial in the letter, and the signature. Don't overlook that last admonition, another call to action.

But wait, there's more.

No, really, it doesn't end.

There's one PS. Wow, he makes you feel cheap, doesn't he? More price resistance work. Then he introduces his faculty, which offers more space to call to action. As an aside, note the highlighted text, "My own comment is that John Carlton..." Carlton uses this as a testimonial on his site. Finally, there are six 'reasons why' you should buy.

Perhaps I should mention there is a rating from a real person. Five stars of course. And the guarantee, while not part of the copy, is below.

Wow that's a long post. See you next time.

Sheridan

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