Introduction To Writing Copy I can define copywriting in two words: applied psychology. A good copywriter is a great communicator. Very, very simple. And copy is like oxygen, it can breathe new life into any marketing campaign, take any business off life support ... anyone listening right now, if you’re finding yourself working harder and harder each day, only to get fewer and fewer qualified leads, learn to become a direct marketing copywriter. If you can’t distinguish your marketing methods from your nearest competitors, learn to be a direct marketing copywriter. If you’re trying to squeeze out the last ounce of profit from a dying business model, learn to become a direct marketing copywriter. On and offline. On the web or off the web. You owe it to yourself as a direct marketer ... which means getting a direct order, it does not mean going to a store and picking up something to purchase, this is directly. I’m communicating with you and I’m giving you a way to purchase from me directly. You owe it to yourself and your business to use copywriting as a secret weapon for the next campaign that you launch, and it will seriously make your response rates soar. Increase the pulling power of every ad that you have. That may sound like a commercial, but it’s been indelibly etched in my mind. I didn’t read it from anywhere. It’s just there to know because I remind myself how important it is to write copy. If I’m not communicating with my reader I don’t have a sale and I’m not giving them the opportunity to buy. I’m confusing them. That’s what it means to be a great copywriter and it can be easier than you think if you just record yourself, just like Eugene Schwartz one of the greatest copywriters of all time, he’s no longer with us but he is my idol. He’s my favorite copywriter of all time. He took a tape recorder with him, he interviewed Martin Edelston I believe it was in New York at the time, he interviewed him and 30 minutes into that interview the idea of Boardroom Reports which is the largest consumer publication newsletter that goes in the mail, was born. From what Martin told Eugene that historic date. So all you have to do is record yourself or have someone interview you like you’re doing me right now Louis, and take those words about the subject at hand or maybe call your best sales people and ask them "Why do you do so well? Tell me how you go about selling all those customers?" Take those words, transcribe them, and you have about 80% of the research you need. You don’t have to be a great writer, but you do have to be a great communicator. And what I found ... speaking from my experience, what’s very important is the style and as you say you can do that by transcribing a conversation or a sales presentation and I just find personally speaking because the sort of products I deal with obviously there’s no telephone selling, for me it’s been a process learning the style, and obviously studying good examples. And I can honestly say with all honesty that I love the copy you put out, and generally I print it out and just save it as a file just for reference. And I couldn’t quote it exactly, but I think one of my favorite headlines you did was just for a teleconference actually, and it was a phrase "Clobber your competition" that really caught my eye ... and I’m looking to use that one at some point. I did one with Yanik Silver and it was the 21 Mind Motivators teleseminar. Which is now a product at Mind-Motivators.com . And I’m going to look it up right now because it did very very well. This page had close to a 22% conversion which I’ve never seen, ever. I’ve never seen anything like it. And it said "Give me 2 hours and I’ll show you how to win the hearts of more customers, clobber your competitors, and grab more cash sales and profits ... no matter what business you’re in" And then I have my signature beneath that, and then I have a picture right next to it. Pretty powerful. And at least it got people to read the first sentence, which was: "On Thursday, November 14th at 12 noon pacific, 3pm Eastern you get the rare opportunity to discover the fastest, easiest, most reliable way to increase your sales and profits without ever spending a single cent more on advertising or promotional costs." Now Louis, would you read on? Absolutely. I did. I would too. Even though I wrote that. So again the whole point, and Joe Sugarman talks about this, David Ogilvy, the late David Ogilvy talks about this, so does Ted Nicholas who now lives in Switzerland ... the purpose of the headline is to get them to read the first sentence, the purpose of the first sentence is to get them to read the second sentence, and it’s this greased chute removed of all razor wire and barbed wire that you want to have them go through which is your copy, and spiritually, and with reasons why, you get them to read all of your copy. The more they read, the more they’ll need. The longer they stay, on your web site, the more they’re willing to pay. So if you remember these things just like the headline I wrote, then you’ll find that more people read more of your copy and the longer you spend with them ... the longer they stay on your web site, the more likely it is for them to purchase. When somebody goes into a grocery store the longer they’re staying in that grocery store the higher the likelihood of them spending more money there. It’s exactly the same thing with a web site. So you want to capture interest. That’s what copy does. Attention, Interest, Desire, Action and then Satisfaction ... or I like to look at it as just delight. Forget just satisfying them, delight them. Grab Your Copy For Only . . . $2.94 I know you will get something from this well written eBook! Remember: Knowledge is power - And Great Knowledge is Powerful. When reading an eBook can MOVE you - Isn’t that feeling worth the price of the wonderful read? ENJOY! APPLY! SHARE! THIS EBOOK IS NOT CHEAP - I JUST PRICE IT SO MORE PEOPLE CAN ENJOY WHAT IT SAYS. EVERYONE IS SELLING THEIR EBOOKS TOO HIGH, LEAVING GOOD PEOPLE LIKE YOURSELF OUT IN THE COLD. COME BACK IN AND ENJOY A GOOD READ BY THE FIRE I'VE PRICED THIS EBOOK VERY REASONABLY SO ANY FAMILY CAN AFFORD IT. FEEL FREE TO ENJOY THIS TITLE AND LOOK AT ALL 1,500 EBOOKS I HAVE AVAILABLE AT: WWW.VILLAGESHOPPER.TRIPLECLICKS.COM THANK YOU - HAVE FUN - DON THORN

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