Killer Tactics Journal - Killer Copy Contest Results
Subject: Here is the Winner
Hi,
The results of the Killer Copy Contest are in. Also, we have an
interview with David Garfinkel that you will really enjoy. He
gives 10 methods for tripling your response. Great stuff!
- Mark
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Killer Tactics Journal 27 June 2000
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1. The 10 Easiest Ways to Triple The Response of Every Email,
Ad, Web Page and Sales Letter
- An Interview with David Garfinkel
- by Mark Joyner
2. Killer Copy Contest Winner!
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1. The 10 Easiest Ways to Triple The Response of Every Email,
Ad, Web Page and Sales Letter
- An Interview with David Garfinkel
- by Mark Joyner
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Recently I sat down with David Garfinkel and asked him to share
some secrets with me.
Even if you think you already know how to write great ads, I
highly recommend reading this interview. Great marketers never
stop learning!
By now I'm sure you've heard of David Garfinkel, author of
"Killer Copy Tactics." I've been promoting David very heavily
lately. Why? Well, David is an amazing teacher! I wish I had
met David years ago. It would have saved me years of trial and
error.
My question to David was this: "If someone held a gun to your
head and you *had* to give them the 10 best ways they could
*triple* the response of their advertising, what would you
suggest?"
Here's David's superb response:
1. Write your headline from your prospect's point of view, not
your own.
It's amazing how many business people forget to look at their
products and services from the perspective of the people buying
them. The sooner your prospects recognize themselves and their
own wants and needs in the words you use in your headline, the
more they will buy from you.
2. Use the words "You," "New" and/or "How to" in your headline
These are proven words that rivet attention. Hook them up to a
benefit your prospect wants, and your response will skyrocket!
3. Make your opening sentence continue what you were talking
about in the headline.
If in your headline you promised your prospect a new way to make
money, say something in your opening sentence to get them even
*more* excited about making money. If your headline promised
relief from a problem, use your opening sentence to intensify
their awareness of their problem.
4. Tell your whole story, in miniature, by the time the first
paragraph is over.
People have a very short attention span these days. If you can
telescope your entire sales story down to a
sound-bite-in-writing -- think of how they do this on the TV
news, where they give you the key points of a story and then say
"film at 11" -- far more people will read your copy, and your
sales will increase dramatically. Then use the rest of your copy
to retell your story, in more detail.
5. Use specific, powerful (and most important of all, true)
testimonials.
No matter how honest or persuasive you are, people usually won't
believe you in your copy when they first read it. They need to
get to know you and trust you... and that can take a while.
Unfortunately, you don't have a while -- you have to sell them
*right now*. But they will be much more likely to believe other
people when those people are singing your praises. It's just
human nature. So get testimonials that give you high
credibility.
7. Use detailed, convincing case studies.
No matter what you're selling, people always have the following
question in the back of their minds: "How will this work for
someone like me?" A detailed, in-depth case study of someone
using your product or service will answer that question -- and
when you include a case study like that, far more people will
buy from you.
8. Use a powerful guarantee and draw attention to it.
You can't sell on the Web or through mail-order without using a
guarantee. So as long as you have to use one anyway, use a
strong one and highlight it to the max! Your increased sales
will far outnumber any additional returns you might have, and
you'll come out way ahead.
9. Edit your copy ruthlessly.
If a word doesn't keep the reader reading by making what you're
writing more interesting, or making what you're selling more
appealing, cut it out. Copywriting is the art of doing more with
fewer words. Every word has to work really hard, and your copy
has to be easy to read. The fewer words you have doing the same
job, the more people will buy from you.
10. Give one or more free bonuses so it is easier to say "yes"
than to say "no."
Just look at what we did with "Killer Copy Tactics." There are
three free bonuses, each of which is easily worth more than the
price of the entire course! Every good direct marketer does the
same thing. From free calculators with magazine subscriptions to
a free American Express Platinum Card with a new Lexus, bonuses
consistently improve response and end up making you more money
when you use them.
- - - -
David hit the nail right on the head. These are exactly the
types of tactics I use, and you should as well.
David's course "Killer Copy Tactics" is a fun and easy way to
learn how to write copy that really sells! You can listen to an
audio sample of the course here (great stuff!):
http://foreverweb.com/cgi-foreverweb/r_kc.cgi?~IM5968~_ktj626a1
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2. Killer Copy Contest Winner!
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A while back you may remember the contest we ran asking for success
stories from those that have used "Killer Copy Tactics".
Well, after going through tons of entries, we have a clear winner:
Russell Burnham
Russell sent in the following story, and it earned him 5 pages
of Killer Copy from David Garfinkel and a website make over by
my design team!
"The first lesson alone in Killer Copy Tactics taught me such a
valuable lesson about writing "killer" copy that I immediately
more than doubled sales on one product. The only problem was
that GREAT ideas just kept on coming - they wouldn't stop!
"Since the first lesson, I've not only learned how to write to
promote services online, but I've put that into practice for a
client - and his sales went from about 1 a month to 12 a month!
"Frankly, with the word of mouth spreading like it is, I have
had NO time to work on my own site! I guess I don't need
to...yet.
"Anyone who wants to sell anything online ABSOLUTELY MUST take
this course. Only the gravest of fools would try to go it alone
and try to follow the little bit that's taught online in other
places. To find anything even close, you'd have to spend over
$500 for a non-online course!
"Anyway, I've really enjoyed this course so far. The lessons are
basic, useful, and build on each other...and I've made more than
the cost on increased business so far. So I'm happy."
Congratulations, Russell!
To find out what Russell is so happy about, check out a free
sample audio excerpt of Killer Copy Tactics yourself:
http://foreverweb.com/cgi-foreverweb/r_kc.cgi?~IM5968~_ktj626a2
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All the best,
Mark
Mark Joyner
CEO, Aesop Marketing Corporation
P. S. Would you like to share this newsletter with your friends
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below:
The entire contents of this newsletter Copyright 2000 Aesop
Marketing Corporation. Please feel free to share this
newsletter with your friends or post it on your site as long as
it is left intact with all links unchanged and this notice.
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