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Killer Copy Tactics
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Article # 1
The E-Factor: Two Ways to Instantly Get More Back from Every Promotion

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The E-Factor: Two Ways to Instantly Get More Back from Every Promotion by David Garfinkel Allow me to introduce you to the mysterious "E-Factor." It's mysterious because it has two meanings. Both meanings will help you get more business from any promotion you do. So without further ado, here's how you can use the "E-Factor" to make more money: - Put "E-Factor" in your testimonials and copy Did you realize the very best source of new business is almost always a prospect who has been referred to you by a friend or trusted business advisor? It is. Think about this in your own life. When you need an accountant, or an attorney, or a doctor, or for that matter a hardware store in a new town, you'll probably turn to someone you know, whose judgment you trust, to refer you to the service or product provider you're looking for. OK. But what does that have to do with direct mail and Web promotions? A lot. People are always on the lookout for sources of advice they can trust. However, since you can't always rely on giving every prospect for your business personal recommendations from the prospect's friends, neighbors and advisors they actually know and trust, you do the next best thing: You give them copy with recommendations from people who seem like the people they know and trust. How? By putting testimonials and case studies in your copy involving people who will fill the role of trusted friends and advisors. Many marketers do this but they don't get the desired effect. Why? Because they haven't put enough productive effort into the research that pays off. This is in-person research - especially one-on-one "casual" research, as opposed to formal focus-group research - with their actual customers, and people who are a lot like their customers. This high-payoff research gives you in-depth working understanding of how your prospects think and act in the world - and how they look at things and make decisions. When you have this understanding and you weave it into the language of your descriptive copy and your testimonial quotes, it's called "empathy." "Empathy" - that's the first meaning of "The E-Factor." Increase empathy in your copy and you'll increase sales. - Profit from the second meaning of the "E-Factor" as well There's another, equally important meaning. Before I tell you what it is, let me give you a big, fat hint. In his book The Entertainment Economy: How Mega-Media Forces Are Transforming Our Lives, author Michael J. Wolfe points out that American consumers put 8.4% - about one dollar out of every 12 - into some form of entertainment. Currently, that adds up to $480 billion a year. As a side note, Hollywood productions - films and TV shows - bring in the second largest amount of money from overseas back into the U.S. economy, after aircraft sales. Yes, the other meaning of the "E-Factor" is entertainment. It's huge. And it applies to marketing and selling. As the late (and great) David Ogilvy reminded us, "People will not be bored into buying." But beware. Many a copywriter less talented and, more importantly, less thoughtful than Mr. Ogilvy has made the fatal error including humor, fantasy, drama or thrills in a promotion in such a way as to not specifically move the sales process forward. And that's dangerous. Even deadly, sometimes. Here's why: When you include entertainment, people's attention will invariably be drawn to it over anything else. And when entertainment does not directly support moving the sale forward, then it automatically detracts from the sale. There are dozens of examples. The lying Isuzu salesman. Sales went down. "Plop-plop, Fizz-fizz." Sales went down. I'm sure you have your favorites of entertaining ad campaigns that bombed. Now you know why. Entertainment isn't bad. But not painstakingly linking the entertainment to the forward motion of the sale is bad. Very bad. So, how do you add entertainment value in such a way as to increase the sales effectiveness of your promotion? Several ways: - Tell a dramatic story where your product is the hero and saves the day for the human involved. My favorite example of this is the newspaper ad for Joe Karbo's legendary book "The Lazy Man's Way to Riches." In the ad, Mr. Karbo talks about his "Lazy Man's Way" which he promises to reveal in the book he's selling. He tells how, before he knew the "Lazy Man's Way," he used to work 18-hour days, 7-day weeks and was still perpetually in debt. But after he learned the "Lazy Man's Way," he became financially independent by working less and in fact became very wealthy. This incredible ad combines drama with sales power in an unbeatable way. And it worked! The ad sold 3 million books by mail order! - Use humor that adds emphasis to the value of your product or service. When you get past the laughter, most humor in ads just shows off the cleverness of the creative team who created the ad. (You might say it also shows off their lack of concern for creating sales.) A positive example, where the humor shows how the product is so worthwhile, is the old (and very successful) series of Seinfeld commercials for the American Express Card. - Use exciting, colorful language in testimonials when customers are talking about the virtues of your product. But make sure it's believable. And don't make fun of the fact that you're selling something, any more than you would go to target practice and fire the first shot into your own foot. At all times, keep your eye on the target - increased sales! So let's review. How can you use this information to make more sales in every promotion? Take stock of its Empathy and Entertainment Value. Be single-minded. Take out everything that takes away from the sale, and keep in - or boost and strengthen - everything that furthers the sale. Build the strongest possible promotion at every point along the way - and watch your response rate soar! © 2000 David Garfinkel. All rights reserved. David Garfinkel is widely recognized by many "marketing gurus" as their secret weapon. That is, he is known as "The World's Greatest Copywriting Coach"; because, he can, like no other, teach you how to turn words into cash. David is also the author and narrator of <a href="YOUR AFFILIATE URL">Killer Copy Tactics</a>, the Web's first and only totally interactive audio/visual learning system for writing killer sales copy.

Text Version

The E-Factor: Two Ways to Instantly Get More Back from Every Promotion - by David Garfinkel Allow me to introduce you to the mysterious "E-Factor." It's mysterious because it has two meanings. Both meanings will help you get more business from any promotion you do. So without further ado, here's how you can use the "E-Factor" to make more money: - Put "E-Factor" in your testimonials and copy Did you realize the very best source of new business is almost always a prospect who has been referred to you by a friend or trusted business advisor? It is. Think about this in your own life. When you need an accountant, or an attorney, or a doctor, or for that matter a hardware store in a new town, you'll probably turn to someone you know, whose judgment you trust, to refer you to the service or product provider you're looking for. OK. But what does that have to do with direct mail and Web promotions? A lot. People are always on the lookout for sources of advice they can trust. However, since you can't always rely on giving every prospect for your business personal recommendations from the prospect's friends, neighbors and advisors they actually know and trust, you do the next best thing: You give them copy with recommendations from people who seem like the people they know and trust. How? By putting testimonials and case studies in your copy involving people who will fill the role of trusted friends and advisors. Many marketers do this but they don't get the desired effect. Why? Because they haven't put enough productive effort into the research that pays off. This is in-person research - especially one-on-one "casual" research, as opposed to formal focus-group research - with their actual customers, and people who are a lot like their customers. This high-payoff research gives you in-depth working understanding of how your prospects think and act in the world - and how they look at things and make decisions. When you have this understanding and you weave it into the language of your descriptive copy and your testimonial quotes, it's called "empathy." "Empathy" - that's the first meaning of "The E-Factor." Increase empathy in your copy and you'll increase sales. - Profit from the second meaning of the "E-Factor" as well There's another, equally important meaning. Before I tell you what it is, let me give you a big, fat hint. In his book The Entertainment Economy: How Mega-Media Forces Are Transforming Our Lives, author Michael J. Wolfe points out that American consumers put 8.4% - about one dollar out of every 12 - into some form of entertainment. Currently, that adds up to $480 billion a year. As a side note, Hollywood productions - films and TV shows - bring in the second largest amount of money from overseas back into the U.S. economy, after aircraft sales. Yes, the other meaning of the "E-Factor" is entertainment. It's huge. And it applies to marketing and selling. As the late (and great) David Ogilvy reminded us, "People will not be bored into buying." But beware. Many a copywriter less talented and, more importantly, less thoughtful than Mr. Ogilvy has made the fatal error including humor, fantasy, drama or thrills in a promotion in such a way as to not specifically move the sales process forward. And that's dangerous. Even deadly, sometimes. Here's why: When you include entertainment, people's attention will invariably be drawn to it over anything else. And when entertainment does not directly support moving the sale forward, then it automatically detracts from the sale. There are dozens of examples. The lying Isuzu salesman. Sales went down. "Plop-plop, Fizz-fizz." Sales went down. I'm sure you have your favorites of entertaining ad campaigns that bombed. Now you know why. Entertainment isn't bad. But not painstakingly linking the entertainment to the forward motion of the sale is bad. Very bad. So, how do you add entertainment value in such a way as to increase the sales effectiveness of your promotion? Several ways: - Tell a dramatic story where your product is the hero and saves the day for the human involved. My favorite example of this is the newspaper ad for Joe Karbo's legendary book "The Lazy Man's Way to Riches." In the ad, Mr. Karbo talks about his "Lazy Man's Way" which he promises to reveal in the book he's selling. He tells how, before he knew the "Lazy Man's Way," he used to work 18-hour days, 7-day weeks and was still perpetually in debt. But after he learned the "Lazy Man's Way," he became financially independent by working less and in fact became very wealthy. This incredible ad combines drama with sales power in an unbeatable way. And it worked! The ad sold 3 million books by mail order! - Use humor that adds emphasis to the value of your product or service. When you get past the laughter, most humor in ads just shows off the cleverness of the creative team who created the ad. (You might say it also shows off their lack of concern for creating sales.) A positive example, where the humor shows how the product is so worthwhile, is the old (and very successful) series of Seinfeld commercials for the American Express Card. - Use exciting, colorful language in testimonials when customers are talking about the virtues of your product. But make sure it's believable. And don't make fun of the fact that you're selling something, any more than you would go to target practice and fire the first shot into your own foot. At all times, keep your eye on the target - increased sales! So let's review. How can you use this information to make more sales in every promotion? Take stock of its Empathy and Entertainment Value. Be single-minded. Take out everything that takes away from the sale, and keep in - or boost and strengthen - everything that furthers the sale. Build the strongest possible promotion at every point along the way - and watch your response rate soar! © 2000 David Garfinkel. All rights reserved. David Garfinkel is widely recognized by many "marketing gurus" as their secret weapon. That is, he is known as "The World's Greatest Copywriting Coach"; because, he can, like no other, teach you how to turn words into cash. David is also the author and narrator of Killer Copy Tactics, the Web's first and only totally interactive audio/visual learning system for writing killer sales copy. You can learn more about this course at: YOUR AFFILIATE URL

Article # 2
How to Instantly Double the Response of Any Ad, Letter or Web Promotion

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How to Instantly Double the Response of Any Ad, Letter or Web Promotion by David Garfinkel Masters of marketing know a secret that most business people don't. I'm going to share it with you now: You can go from losing money to making money - sometimes, a *lot* of money - just by changing a few words. What words are those? The first words... in any letter, ad or Web page. The words that make up the headline. Recently I was speaking to a business group about writing killer copy, and to make my point, I took that day's edition of USA Today and covered up all the headlines on the front page with inch-wide white correction tape. I asked them what was wrong with the newspaper. "No headlines!" they blurted out, almost all at once. "Then why," I asked, "do so many of your ads not have headlines?" It's a fact: We have been conditioned to decide what to read based on the effect a few choice words have on our thoughts and our feelings. With books, it's often the title. With articles in the newspaper, it's the words in a headline. With a magazine on the newsstand, it's the headlines on the cover. Whether you know it or not, we decide whether or not to read ads, letters and Web pages the same way. So, if that's the case, how do you write headlines to make people want to read your copy, and get interested in doing business with you? Make your headline create a vivid picture and/or stimulate a strong feeling. In your business, many of your conversations are logical and factual. That's the nature of business - and to do otherwise would be considered "unbusinesslike." However, about the worst thing you can do for your promotion is to have a strictly factual, logical headline at the top of your Web page, letter, ad, flyer or postcard. Oh yes, the headline has to be believable and make sense. And what your headline says has to be supported by logic and facts later in your promotion. But remember that the purpose of your killer copy headline is to stir the emotions of your prospect in the direction of buying what you have to sell... and to get your prospect interested in reading what comes next in your copy. Here's an example for a hypothetical product that helps children do better at school. First, an ineffective headline: Children who don't do well at school will have many problems later on in their lives Now, a more effective headline: "Daddy! Daddy! I got straight A's!" he said proudly. Suddenly my son's future was looking much brighter... Notice how the first headline states a fact but does not stir emotions in a big way. The second headline, using the same number of words (17), conveys 1) excitement 2) pride 3) hope for the future, and it also creates a beautiful scene in the reader's mind of a happy parent-child situation. Action: When you are preparing or revising a promotion, take the time you need, or get the help you need, to write a great headline that creates a vivid picture and stimulates strong feelings in the mind of your prospect. Use headlines that make your prospect instantly understand your most important benefit. One of my favorite pieces of advertising is a headline (and an old slogan) for a plumbing service. I'm not that big on plumbing, personally - it's the kind of thing you wish would work perfectly all the time so you never have to think about it! Why, then, am I so fond of an old plumbing headline? Because it's a great example of making your prospect instantly aware of the benefit of your service. The company is Roto-Rooter. The headline is as follows: Call Roto-Rooter - that's the name - And away go troubles, down the drain! Wow - is that perfection in a couple of lines, or what? You get 1) a call to action 2) company identification and 3) a visual description of the benefit. That's hard to beat! If you've ever had a stopped-up drain, you know exactly why this would be of benefit to you! Killer Copy Point: Show your headline to people who are unfamiliar with your product and company, but who would be good prospects for what you are selling. See how slowly or quickly they understand what you are saying - especially, what would be the benefit to them. Keep rewriting your headline until these people instantly "get it!" Make your headline pass the "Shortcut Test" Imagine all you were allowed to do was run your headline plus a toll-free number... as a classified ad. Ask yourself this question: Would it generate inquiries for you in that form? I'll give you an example from my own business. I'm taking the headline and subheadline from a long-copy print promotion for my product called Killer Copy Tactics: Money-Making Secrets Every Business Owner Needs For years, sales copywriting experts have quietly made millions with these little-known secrets. Now you can use this information yourself. Call (000) 000-0000 I used this example for purposes of illustration. Read it again, and ask yourself if these words alone, printed in the right location, wouldn't prompt qualified prospects to call for more information? Killer Copy Point: Put your headline and subheadline through the Shortcut Test. Make sure that these words alone plus a toll-free number are likely to generate a response from qualified prospects. The art of writing headlines is a special skill well worth the time and effort it takes to develop. There are many known statistics in direct marketing that bear repeating here: · Five times as many people read the headline as read the ad or letter. · Changes in headlines have produced documented increases in sales of 200%, 500% and, in one extreme case, 1,850% more sales! · It's a good idea to write 15 or 20 headlines for your letter or ad, and use the "leftover" headlines as part of the selling copy itself. Become a student of headlines and a connoisseur of great headlines. Collect them, think about them, practice writing them. The reward for your efforts will show up every time you get another order or inquiry that you never would have gotten if you didn't make the effort! (c) 2000 David Garfinkel. All rights reserved. David Garfinkel is widely recognized by many "marketing gurus" as their secret weapon. That is, he is known as "The World's Greatest Copywriting Coach"; because, he can, like no other, teach you how to turn words into cash. David is also the author and narrator of Killer Copy Tactics, the Web's first and only totally interactive audio/visual learning system for writing killer sales copy. You can learn more about this course at <a href="YOUR AFFILIATE URL">KillerCopyTactics.com</a>.

Text Version

How to Instantly Double the Response of Any Ad, Letter or Web Promotion by David Garfinkel Masters of marketing know a secret that most business people don't. I'm going to share it with you now: You can go from losing money to making money - sometimes, a *lot* of money - just by changing a few words. What words are those? The first words... in any letter, ad or Web page. The words that make up the headline. Recently I was speaking to a business group about writing killer copy, and to make my point, I took that day's edition of USA Today and covered up all the headlines on the front page with inch-wide white correction tape. I asked them what was wrong with the newspaper. "No headlines!" they blurted out, almost all at once. "Then why," I asked, "do so many of your ads not have headlines?" It's a fact: We have been conditioned to decide what to read based on the effect a few choice words have on our thoughts and our feelings. With books, it's often the title. With articles in the newspaper, it's the words in a headline. With a magazine on the newsstand, it's the headlines on the cover. Whether you know it or not, we decide whether or not to read ads, letters and Web pages the same way. So, if that's the case, how do you write headlines to make people want to read your copy, and get interested in doing business with you? Make your headline create a vivid picture and/or stimulate a strong feeling. In your business, many of your conversations are logical and factual. That's the nature of business - and to do otherwise would be considered "unbusinesslike." However, about the worst thing you can do for your promotion is to have a strictly factual, logical headline at the top of your Web page, letter, ad, flyer or postcard. Oh yes, the headline has to be believable and make sense. And what your headline says has to be supported by logic and facts later in your promotion. But remember that the purpose of your killer copy headline is to stir the emotions of your prospect in the direction of buying what you have to sell... and to get your prospect interested in reading what comes next in your copy. Here's an example for a hypothetical product that helps children do better at school. First, an ineffective headline: Children who don't do well at school will have many problems later on in their lives Now, a more effective headline: "Daddy! Daddy! I got straight A's!" he said proudly. Suddenly my son's future was looking much brighter... Notice how the first headline states a fact but does not stir emotions in a big way. The second headline, using the same number of words (17), conveys 1) excitement 2) pride 3) hope for the future, and it also creates a beautiful scene in the reader's mind of a happy parent-child situation. Action: When you are preparing or revising a promotion, take the time you need, or get the help you need, to write a great headline that creates a vivid picture and stimulates strong feelings in the mind of your prospect. Use headlines that make your prospect instantly understand your most important benefit. One of my favorite pieces of advertising is a headline (and an old slogan) for a plumbing service. I'm not that big on plumbing, personally - it's the kind of thing you wish would work perfectly all the time so you never have to think about it! Why, then, am I so fond of an old plumbing headline? Because it's a great example of making your prospect instantly aware of the benefit of your service. The company is Roto-Rooter. The headline is as follows: Call Roto-Rooter - that's the name - And away go troubles, down the drain! Wow - is that perfection in a couple of lines, or what? You get 1) a call to action 2) company identification and 3) a visual description of the benefit. That's hard to beat! If you've ever had a stopped-up drain, you know exactly why this would be of benefit to you! Killer Copy Point: Show your headline to people who are unfamiliar with your product and company, but who would be good prospects for what you are selling. See how slowly or quickly they understand what you are saying - especially, what would be the benefit to them. Keep rewriting your headline until these people instantly "get it!" Make your headline pass the "Shortcut Test" Imagine all you were allowed to do was run your headline plus a toll-free number... as a classified ad. Ask yourself this question: Would it generate inquiries for you in that form? I'll give you an example from my own business. I'm taking the headline and subheadline from a long-copy print promotion for my product called Killer Copy Tactics: Money-Making Secrets Every Business Owner Needs For years, sales copywriting experts have quietly made millions with these little-known secrets. Now you can use this information yourself. Call (000) 000-0000 I used this example for purposes of illustration. Read it again, and ask yourself if these words alone, printed in the right location, wouldn't prompt qualified prospects to call for more information? Killer Copy Point: Put your headline and subheadline through the Shortcut Test. Make sure that these words alone plus a toll-free number are likely to generate a response from qualified prospects. The art of writing headlines is a special skill well worth the time and effort it takes to develop. There are many known statistics in direct marketing that bear repeating here: · Five times as many people read the headline as read the ad or letter. · Changes in headlines have produced documented increases in sales of 200%, 500% and, in one extreme case, 1,850% more sales! · It's a good idea to write 15 or 20 headlines for your letter or ad, and use the "leftover" headlines as part of the selling copy itself. Become a student of headlines and a connoisseur of great headlines. Collect them, think about them, practice writing them. The reward for your efforts will show up every time you get another order or inquiry that you never would have gotten if you didn't make the effort! (c) 2000 David Garfinkel. All rights reserved. David Garfinkel is widely recognized by many "marketing gurus" as their secret weapon. That is, he is known as "The World's Greatest Copywriting Coach"; because, he can, like no other, teach you how to turn words into cash. David is also the author and narrator of Killer Copy Tactics, the Web's first and only totally interactive audio/visual learning system for writing killer sales copy. You can learn more about this course at YOUR AFFILIATE URL

Article # 3
Killer Copy: Words That Are Like Magnets to Money

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Killer Copy: Words That Are Like Magnets to Money by David Garfinkel I'll never forget what my accountant said five years ago when he saw the ad I wrote for my services: "How many scotches did you drink before you wrote this?" He was kidding about the scotch. But he just couldn't believe anyone in their right mind would write such a bold and outrageous ad for their own writing, consulting and speaking services, as I had. Well, I spent $300 on that ad -- $200 to run it in a local trade association directory, and $100 to have it reprinted as a flyer. The following year, that $300 ad turned into $12,341 in new business for me. And $12,341 was just a tiny fraction of my total business that year. Why did I make so much money myself while there were so many thousands of "starving writers" in the world? The answer may surprise you. You see, it's not because I'm a better writer. It's not my schooling. Not my resume. Not any talent I was born with. It's all because I learned how to write "killer copy." How do you write killer copy? You start your killer copy with an emotion-packed opening statement that will get the attention of your reader. This opening statement may be: * a headline * an opening sentence * a subject line on an email * the header on a Web page ... or for that matter, the opening words in a telemarketing script, radio commercial, or TV spot. What's important is that you understand - your first words count for everything - because you must captivate peoples' imagination with those words in order to keep their attention. Here are examples of opening statements from actual successful marketing pieces: a) "Take the luxury vacation of your dreams at a reduced cost because of this special offer" (from a travel agency's letter to business owners.) b) "How to stop overwhelm before it stops you" (from a personal coach's ad aimed at stressed-out overachievers) c) "Why almost every financial statement in family court may not disclose the full net worth of the opposing spouse" (from an investigator's sales letter to divorce lawyers.) Then, after your emotion-packed opening statement, you just a) Make a promise b) Back it up with convincing proof and c) Ask for action Let's look at how you do each of those three techniques. 1. Make a promise. The letter about luxury vacations starts with these words: "Imagine taking your winter vacation knowing you aren't spending a penny more than you have to - secure that you have a team of travel experts making sure every little detail of your vacation goes smoothly. "Here's how you can have that vacation right now: Take advantage of an unusual promotion our company is doing. Let me explain." Pretty exciting, right? Even if you don't think so, the people who got the letter did - because the letter produced an amazing $5 million in sales for the travel agency. 2. Back it up with convincing proof. The personal coach's ad for stressed-out overachievers, the one that begins "How to stop overwhelm before it stops you," contains this proof: * 3 case studies, * 3 testimonials, * detailed credentials of the coach * and a money-back guarantee. Despite its stunningly bold claims, the ad comes across as very believable and has generated a record-breaking parade of new clients. 3. Ask for action. The investigator's sales letter to divorce lawyers, beginning "Why almost every financial statement in family court may not disclose the full net worth of the opposing spouse," ends this way: "I would like to meet with you at no charge to show you how I can be of service to you and your clients in future family law cases. "Please call me at your convenience so we can set up a meeting to discuss further how I can assist your clients recover their fair share of assets. Call me directly at xxx - xxx-xxxx." Killer copy always asks for action in the most powerful way possible. Notice how the above words spell out exactly what to do, and even make a big promise - that the lawyer reading the letter will recover more money in court for their clients (and, therefore, get more money themselves). As you can see, a few words of killer copy can lead to massive amounts of money. In fact, many people say writing killer copy is the single most valuable money-making skill in the world. And recently, writing copy was named as one of the top 10 emerging professions for the new century. It doesn't surprise me. In the age of the Internet, the old style of advertising copy -- saying something clever, and hoping people remember - just doesn't cut it anymore. Besides, these days, with business-to-business advertising growing so fast, the traditional advertising industry is feeling a lot of pressure for ads that really produce results. Why? Because, old-style advertising that entertains, but does not sell, is not cost-effective enough for many companies in today's hyper-competitive market. Recently I heard from my former accountant. (A few years ago, he left accounting to start a new business.) He asked me if I wouldn't mind sharing some ideas on how he could write killer copy for his own business. I said sure. And now he's on his way to doing the same thing that I do, for himself. Funny thing about the conversation we had the other day. Unlike the conversation we had back in 1995, he didn't kid me about drinking scotch, or anything else. Maybe he finally realized that when it comes to increasing your income, killer copy is serious business. © 2000 David Garfinkel. All rights reserved. David Garfinkel is widely recognized by many "marketing gurus" as their secret weapon. That is, he is known as "The World's Greatest Copywriting Coach"; because, he can, like no other, teach you how to turn words into cash. David is also the author and narrator of <a href="YOUR AFFILIATE URL"> Killer Copy Tactics</a>, the Web's first and only totally interactive audio/visual learning system for writing killer sales copy.

Text Version

Killer Copy: Words That Are Like Magnets to Money by David Garfinkel I'll never forget what my accountant said five years ago when he saw the ad I wrote for my services: "How many scotches did you drink before you wrote this?" He was kidding about the scotch. But he just couldn't believe anyone in their right mind would write such a bold and outrageous ad for their own writing, consulting and speaking services, as I had. Well, I spent $300 on that ad -- $200 to run it in a local trade association directory, and $100 to have it reprinted as a flyer. The following year, that $300 ad turned into $12,341 in new business for me. And $12,341 was just a tiny fraction of my total business that year. Why did I make so much money myself while there were so many thousands of "starving writers" in the world? The answer may surprise you. You see, it's not because I'm a better writer. It's not my schooling. Not my resume. Not any talent I was born with. It's all because I learned how to write "killer copy." How do you write killer copy? You start your killer copy with an emotion-packed opening statement that will get the attention of your reader. This opening statement may be: * a headline * an opening sentence * a subject line on an email * the header on a Web page ... or for that matter, the opening words in a telemarketing script, radio commercial, or TV spot. What's important is that you understand - your first words count for everything - because you must captivate peoples' imagination with those words in order to keep their attention. Here are examples of opening statements from actual successful marketing pieces: a) "Take the luxury vacation of your dreams at a reduced cost because of this special offer" (from a travel agency's letter to business owners.) b) "How to stop overwhelm before it stops you" (from a personal coach's ad aimed at stressed-out overachievers) c) "Why almost every financial statement in family court may not disclose the full net worth of the opposing spouse" (from an investigator's sales letter to divorce lawyers.) Then, after your emotion-packed opening statement, you just a) Make a promise b) Back it up with convincing proof and c) Ask for action Let's look at how you do each of those three techniques. 1. Make a promise. The letter about luxury vacations starts with these words: "Imagine taking your winter vacation knowing you aren't spending a penny more than you have to - secure that you have a team of travel experts making sure every little detail of your vacation goes smoothly. "Here's how you can have that vacation right now: Take advantage of an unusual promotion our company is doing. Let me explain." Pretty exciting, right? Even if you don't think so, the people who got the letter did - because the letter produced an amazing $5 million in sales for the travel agency. 2. Back it up with convincing proof. The personal coach's ad for stressed-out overachievers, the one that begins "How to stop overwhelm before it stops you," contains this proof: * 3 case studies, * 3 testimonials, * detailed credentials of the coach * and a money-back guarantee. Despite its stunningly bold claims, the ad comes across as very believable and has generated a record-breaking parade of new clients. 3. Ask for action. The investigator's sales letter to divorce lawyers, beginning "Why almost every financial statement in family court may not disclose the full net worth of the opposing spouse," ends this way: "I would like to meet with you at no charge to show you how I can be of service to you and your clients in future family law cases. "Please call me at your convenience so we can set up a meeting to discuss further how I can assist your clients recover their fair share of assets. Call me directly at xxx - xxx-xxxx." Killer copy always asks for action in the most powerful way possible. Notice how the above words spell out exactly what to do, and even make a big promise - that the lawyer reading the letter will recover more money in court for their clients (and, therefore, get more money themselves). As you can see, a few words of killer copy can lead to massive amounts of money. In fact, many people say writing killer copy is the single most valuable money-making skill in the world. And recently, writing copy was named as one of the top 10 emerging professions for the new century. It doesn't surprise me. In the age of the Internet, the old style of advertising copy -- saying something clever, and hoping people remember - just doesn't cut it anymore. Besides, these days, with business-to-business advertising growing so fast, the traditional advertising industry is feeling a lot of pressure for ads that really produce results. Why? Because, old-style advertising that entertains, but does not sell, is not cost-effective enough for many companies in today's hyper-competitive market. Recently I heard from my former accountant. (A few years ago, he left accounting to start a new business.) He asked me if I wouldn't mind sharing some ideas on how he could write killer copy for his own business. I said sure. And now he's on his way to doing the same thing that I do, for himself. Funny thing about the conversation we had the other day. Unlike the conversation we had back in 1995, he didn't kid me about drinking scotch, or anything else. Maybe he finally realized that when it comes to increasing your income, killer copy is serious business. - - - - © 2000 David Garfinkel. All rights reserved. David Garfinkel is widely recognized by many "marketing gurus" as their secret weapon. That is, he is known as "The World's Greatest Copywriting Coach"; because, he can, like no other, teach you how to turn words into cash. David is also the author and narrator of Killer Copy Tactics, the Web's first and only totally interactive audio/visual learning system for writing killer sales copy. You can learn more about this course at: YOUR AFFILIATE URL

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