Anatomy of a Kick Butt Control

Anatomy of a Kick-Butt Control: How to Create a Winning Promo from Start to Finish Dec

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Carline Anglade-Cole

How I Became an Information Publisher in Less Than 7 days – and You Can Too!

Anatomy of a Kick-Butt Control How to Create a Winning Promo from Start to Finish!

Carline Anglade-Cole

Cole Marketing $olutions

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My Clients Speak Out...

“We want you for Oprah!” “Carline, I just firmed up details on a project that I would LOVE for you to write for us, if you’re free and interested. It’s for our Oprah book series... it’s the 3rd book in the series, title TBD. The first was “Live Your Best Life,” 2nd was “O’s Guide to Life.” So, this book will fall in the motivational, inspirational area. Hopefully this is something you’d like to work on. I know you book up in advance, but maybe you have a hole in your schedule... please???” — Julie Doll, Marketing Director Oxmoor House

“A 100% success rate so far!” “We’ve had the pleasure of working with Carline on two projects in the last year. And she’s 2 for 2! Both of her packages have been big winners for NatureCity. Even better, Carline is a pure delight to work with to build your business. I look forward to every conversation with Carline. Because by the time I hang up the phone, I know I’ll have learned something that will immediately make our company more successful. And here’s the good news for marketers… she’s just getting warmed up! I have no doubt that her best packages have yet to be written. This is because Carline constantly invests in herself, further honing her already razor sharp copywriting skills. She’s an absolute gem to partner with, I can’t recommend her more highly. Just don’t take up too much of her time, please!”

— Carl Pradelli, President

NatureCity

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“In one word, she’s AMAZING!” “Carline Anglade-Cole is without a doubt one of the finest copywriters I’ve ever had the pleasure to work with. She’s extremely talented, fast, and has an amazing number of controls to her name. I’ve personally witnessed another well-respected business owner grovel and beg for a slot on her busy schedule. If you are ever fortunate enough to sign Carline up, you’ll understand why. Definitely one of my favorite people to work with.” — Layne Lowery, President Health Resources

“Her copy is so hot... thank goodness she’s married to a fireman!” “It’s not often a new writer is added to our “go-to” arsenal, particularly as quickly as Carline was. We still miss having her as an employee, but the controls she’s given us as a copywriter help temper our grief. We would hire her to write for us even if we didn’t love her as much as we do.” — Erica Bullard, Chief Marketing Officer Healthy Directions

“A seasoned expert and creative genius!” “Carline is, quite simply, one of the most brilliant copywriters I have ever known: a seasoned expert at creating direct mail packages and web pages that sell the bejeesus out of her clients’ products. Her unique perspective and red-hot sales copy have produced huge controls for major mailers from coast to coast. They literally beg to get on her dance card. I personally reserved every minute of writing time she’ll give me! Take my advice: If you have the chance to work with Carline, JUMP at it!” — Clayton Makepeace, Copywriter & Publisher The Total PackageTM

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“You keep it real!” “Carline, another kick-butt article! I Love It!... And I love having you as a regular in our Guest Expert Spotlight... You’re really becoming one of the editors our readers can’t wait to hear from again. And, you put so much of your real life experience into your themes. Even though I’m sure our male readers love and learn from your articles, I think that many of our women readers really feel like you are talking to them... or even with them. I love reading your articles and I’m learning so much from them, too! Thanks so much!” — Wendy Makepeace, General Manager The Total Package™

“Another success!”

“Wow! You definitely came up with some “kick butt” copy with the DIM package.

Our second rollout is already profitable… and we are planning the next. GREAT Job!” — Dave Tomsick, Graphic Designer

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Communique Marketing

Anatomy of a Kick-Butt Control: How to Create a Winning Promo from Start to Finish Published by

Cole Marketing $olutions, Inc.

Editor: Milan C. De Her

— [email protected]

Graphic Designer: Tiara M. Cole Proofreader: Nicole Hartman

— [email protected]

— [email protected]

Visit Carline’s Website at www.carlinecole.com for more copywriting secrets.

© 2008 by Cole Marketing $olutions, Inc. All rights reserved.

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I dedicate this book to my mom,

Michelle Anglade

Thanks for having me. You inspire me beyond words. Thank you for the sacrifices you made for us. I love you.

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Contents ACKNOWLEDGEMENTS...................................................................................... 8 INTRODUCTION............................................................................................. 9 Chapter 1

The Big Idea!......................................................................... 11

Chapter 2

Your Letter: One-on-One Conversation with Your Prospect.................................................................. 19

Chapter 3

Says Who? Adding Credibility to Your Copy................................. 29

Chapter 4



The Power of PASSION – and How to Infuse It in Your Copy!......................................................................... 33

Chapter 5

Sidebars — The Secret to Reining in Your ADHD Reader............... 41

Chapter 6

The Power of Testimonials: Why Brag When Others Can Sing Your Praises?.................................................................. 45

Chapter 7

Don’t Forget to Ask for the Order! The Power of the Close, Guarantee and Order Form!..................................................... 51

Chapter 8

Special Gifts, Premiums and Offers — Plus an Unbeatable Guarantee!............................................................................ 59

Chapter 9

Pay Day! Master the Art of the Order Form................................ 63

Chapter 10

My Favorite Format (and Other Design Secrets!)........................ 65

Chapter 11

Copy Lingo 101: You Gotta Speak the Language!....................... 71

Chapter 12

The Back Cover – a.k.a. the “Other Headline”............................ 75

Chapter 13

Which One Won? The Power of Testing Covers!.......................... 77

Chapter 14

Crits – How to Suck It Up and Take ‘em!................................... 81

Chapter 15

Wrap Up!.............................................................................. 85

SPECIAL BONUS! How I Became an Information Publisher in Less than 7 Days — and You Can Too!.............................................................................. 87 FREE Gift! - Valued at $39.95........................................................................ 100

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Anatomy of a Kick-Butt Control

Acknowledgements Special thanks to Lynnette Taylor — my “partner in website crime.” You help me turn a web idea into a reality in a nano-second! I’m so glad to be working with you! Also, a shout out to my awesome clients mentioned in this book. Without you I’d be a frustrated and broke copywriter: Boardroom Frank Cawood & Associates Health Resources Healthy Directions NatureCity Oxmoor House Rodale Press Soundview Publications Sun Chlorella USA True Health Weiss And special smooches to my husband Mick — my “Rock”... my diamonds: Milan, Tiara, Jael, Chadam... and our newest addition — my son-in-law, Ethan. Welcome to the insanity we call the Cole family!

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Introduction

If you’ve always wanted to write a direct mail promotion — but never knew how to go about doing it — I’m going to show you how it’s done... And if you’ve written promotions and want to boost your writing skills and increase your odds of getting a winner — I’ll give you my tried and proven secrets that have made me a million-dollar copywriter. In other words — I’m going to break it down for you. Give you step-by-step instructions on how to craft your next kick-butt control. Hey, this ain’t a college theory textbook — full of what-if’s and long lists of rules. In this book — you’re getting real life, hands-on experience on how to write strong, powerful, emotional and sellable copy! Copy that builds up your bank account FAST. I’m not going to tell you anything that I haven’t done or seen in my 20+ years in the direct mail biz. In fact... I’m going to use my current stuff — promotional packages that are proven WINNERS. And we’re going to review each element — and I’ll share

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Anatomy of a Kick-Butt Control

with you my thoughts on why they work. You’re getting a peek at scores of my winning control packages — that means these promos are making me lots of money even while I sit here and write about them. Are these packages difficult to write — not really. I follow a simple formula: Give your prospect immediate solutions to immediate problems to make his life better. How do you do that? Well, that’s what I’m here for — to guide you every step of the way. I’ll teach you my writing process — from start to finish. This simple process has earned me millions in royalties from winning controls — and it’ll help make you a better writer too. So feel free to imitate, adapt, adjust and memorize my process. It’s easy — but it takes some energy and effort to master. So, let’s not waste any more time. Roll up your sleeves and let’s get to work...

Carline Anglade-Cole Million-Dollar Copywriter P.S. Remember, this is a hands on manual. Don’t just read what I say — DO IT — starting today. I’ve even included pages for you to take notes right in the book. I promise you’ll see a noticeable improvement in your copywriting skill. Like I said, these secrets work for me — and they’ll work for you too! So get moving...

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Chapter 1

The Big Idea! While I’m researching a project, I’m looking for “the big idea” or “the hook” for my package. Erica Beyer Bullard, Chief Marketing Officer at Healthy Directions once likened the big idea to a closet rod. It’s where all the other smaller ideas hang from. If that visual doesn’t work for you, think of the big idea as this: The “So what?” What’s so great about your product? What makes it unique... desirable... and a MUST HAVE – RIGHT NOW? Usually when I can answer this question, I’ve found my big idea. For example... When I was researching a Health Resources project for Coq10, I discovered statin drugs drain your CoQ10 levels. And CoQ10 is critical for your heart. So people taking these drugs to prevent heart problems were actually DROPPING DEAD from heart attacks! Kapow! Now, that’s what I call an answer to a “So what!” This became my big idea which led to this successful headline: “The Shocking Truth About Cholesterol-Lowering Drugs” Rob Davis, one of my all time favorite designers, came up with this cover — and the package KICKED BUTT!

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Anatomy of a Kick-Butt Control

The Direct Approach Don’t ever be afraid to put your benefit smack on the cover. The direct approach is currently working very well in the health market. Tell your market exactly what you’re going to do for him or address his problem dead on. For example...



Make sure you use the lingo of your market. Does your market worry about “vascular problems” or “poor circulation?” I don’t know anyone who sits around talking about vascular problems, but I know a bunch of folks with poor circulation! Get the picture? Stick to words your market uses in his everyday life!

The Scare Tactic I gotta tell ya — I’m not a big fan of scaring people into buying. Life is scary enough — and I think a fear approach can backfire more than it can work. Having made that disclaimer, I can tell you: Fear does work when it’s used properly. One of my current fear-based controls is for a Liver & Kidney Cleanse product by True Health. Here was my challenge: How the heck do I get people to relate to their liver? After all, who thinks about their liver on a regular basis? I think about my heart and brain — but my liver never seems to make the cut. So I needed to find a way to give the liver its “props” — and really try to grab my prospect. I worked with an amazing designer named Lori Haller to create a scare cover to grab our audience. Here’s what we came up with...

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The Big Idea!

This cover shot shows the prospect what his liver is going through. I set up the photo with this headline: “If you could see your overworked liver — Here’s how it would look…” INSIDE: Discover the 18-cent LIVER SAVER that helps fight off the damaging effects of alcohol, prescription drugs, and bad eating habits. Guaranteed to work or it’s FREE! See page 3, inside. The photo does an excellent job of conveying a scary message. At the bottom of the page, I added an immediate benefit to give the reader hope: Again — another kick-butt winner! But why stop there? I took a gross looking photo from page 10 of the package and created a test against the liver face guy cover:

The result? The rash cover did equally well! So I decided to try one more thing: COMBINE the liver face guy on the front cover and put the rash on the back cover. FRONT

BACK

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Anatomy of a Kick-Butt Control

The result of that test? A new and stronger control!

Tap into the Skepticism of Your Market! The health market has gotten very skeptical in the past few years. And I can’t blame ‘em! There’s a bunch of outrageous claims being made — some of them are just outright lies. And the market has probably been burned more than once or twice. Knowing the market mind-set — a good copywriter will find opportunities to tap into that skepticism. It’s like saying to your prospect, “Hey, you were so right not to believe the claim — and I’m going to give you proof that you were right.” I’ve been very successful tapping into the skepticism of the market — and it’s not rocket science as you will see with these two controls:

See? I used the same idea — “Why xxxs don’t work!” for both packages. It’s not a brilliant headline — but it did the job and gave me TWO controls! For the Healthy Directions vision package, I discovered that 50% of the market had tried Lutein and Bilberry, but didn’t experience the benefits they were looking for. The reason? Those folks were taking the wrong type of Lutein! So I immediately related to their skepticism and delivered them a reasonable answer to the problem – they have to take Dr. Whitaker’s special formula that contains the ideal type and quantity of vision nutrients! For the anti-aging product called Essential Youth by True Health, I gotta admit, I was skeptical of the product myself. I don’t believe in “anti-aging.” To me, anti-aging means you’re dying. And my gut feeling is that a segment

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The Big Idea!

of my market felt the same way. I decided to go with my gut. So I put a twist on the idea and had Dr. Cutler make a bold declaration in the copy:

“I’m fed up with products claiming they’re “anti-aging.” I’m not ANTI-aging. Are you? Aren’t you proud of the decades of accomplishments under your belt... raising a family... building a career... traveling the world... and experiencing the wonders of life? That’s why I can tell you this: Essential Youth is NOT an anti-aging product! But Essential Youth is about DEFYING your age — helping you look and feel decades younger than the date on your birth certificate... and helping you experience many more years of healthy and vibrant living! That’s why my formula contains 17 specially selected nutrients that work together to keep you thinking sharp as a tack... protect your body from dangerous free radical damage... and slow aging to a crawl! Essential Youth is helping me reach my 5th decade of life with more energy than I had when I was in my 20’s! And I’m certain it can do the same for you too!” By the way, the fact that I had a good-looking doctor making that claim didn’t hurt either! In both cases, the simple “Why xxxs don’t work” WORKED like gangbusters! Try it on your promos — you’ll see what I mean. Ok, so are you getting the hang of what I’m saying?

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Anatomy of a Kick-Butt Control

The big idea headline can be a direct approach, scare tactic or skepticism to name a few.

How Long Should Your Headline Be? I’ve seen marketers get into a screaming match over this question. Some swear the shorter the better. Others say, long headlines are more successful. What do I say? Based on my 20+ years in direct marketing and writing oodles of controls for major health publishers, I say: I dunno. The truth is, I’ve had success with both short and long headlines. I don’t believe in any “7 word headline rules.” And honestly, I’ve stopped trying to figure out which is the best. Instead, I just keep working with my headline until I tweak it into a crystal clear message. I’ve had headlines as short as: “Got Gas?” And long like this: “I’m gaining weight but I’m not eating more” “Enlarged prostate making me pee often” “My muscles are turning into flab” “My skin is saggy and dull” “Belly looks swollen” “No desire for sex” “Can’t sleep”

“Why?” 16

The Big Idea!

And they both worked! So focus on your message to your reader — that’ll help you determine the right length for your headline.

The Importance of Your Deck Copy After you’ve got your headline — you need to support your claim with credible sources in your deck copy. How do you do that? Here’s one simple way: Name drop! Use a famous name that supports your claim. For example, “Nobel-prize winning doctor Linus Pauling discovered this amazing nutrient can do xyz...” Or “A study printed in the Journal of the American Medical Association reports xyz.” Get the point? Use statistics, recognizable sources or whatever you can get your hands on to validate your headline claim. Take a look at the deck copy that supports these skeptical headlines:



According to researchers at the University of Florida College of Health and Human Performance...

“The fountain of youth is made of antioxidants, NOT water!” But if you’re taking any of the leading antioxidants on the market...

You might as well eat jelly beans!

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Anatomy of a Kick-Butt Control

Find out why — and discover the shocking truth about anti-aging nutrients! This chelation project from True Health was designed by another wonderful guy named Rick Thayne. Here, I used the good ol’ military to give me credentials:

When sailors painting military ships were contaminated with lethal levels of lead, the U.S. Navy relied on a newly discovered remedy to quickly eliminate deadly toxins from their bloodstream. Not only did this inexpensive therapy save the lives of the soldiers, but it miraculously flushed out deadly plaque and toxins clogging their arteries. Within a short time, their arteries went from this... to this...

INSIDE this special bulletin, discover the amazing 32 cent nutrient that can flush away plaque… help unclog your arteries... restore healthy circulation... and can even let you say NO to heart bypass surgery!

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Chapter 2

Your Letter: One-on-One Conversation with Your Prospect One of the biggest mistakes rookie copywriters make is forgetting who they’re writing to. You can get swamped with marketing info telling you your demographic market is 50+ year old white males who’ve purchased at least 3 health products worth over $75 in the past 12 months. That’s good to know — but it’s meaningless if you don’t remember this important point: No matter how many gazillion pieces of your promo gets mailed throughout the U.S. and Canada — as the copywriter — you need to focus on writing to ONE person. And don’t you forget it! When I’m competing with a product and I see the current control start with “Dear Friends” — I know I can beat the pants off that control. Why? If the copywriter is using “Dear Friends” – most likely, the rest of his copy is talking to a group of people. That means it’s probably lacking a personal touch and his copy is probably vague. Remember: Vagueness = Kiss of Death Think about the last letter you wrote. Was it to a group of people — or to just one person — most likely a friend? Ideally, it would be great to get very personal with your letter and start it with a: “Dear Michelle” Unfortunately, due to printing and mailing costs, you may not have the luxury of personalizing your letter. But you can get as personal as possible.

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Anatomy of a Kick-Butt Control

A simple “Dear friend” can work. Or even “Dear health-conscious friend”... “Dear concerned neighbor” or any type of salutation that would fit your demographic. Then make sure your letter continues to talk to ONE PERSON. Make it about “You” not “We” or “Our.” For example: Dear Friend, Pardon my frankness, but... How OLD are you? I don’t mean your age, I mean how old do you feel? Because the truth is, you may be in your 40’s... 50’s... or 60’s — but if you’re experiencing health problems such as heart disease... joint pain... blood sugar imbalances... poor vision... memory loss... or chronic fatigue... ... you may be feeling 10... 20... even 30 years older than the age on your driver’s license! And you’re not alone! One out of every 3 Americans suffers from illnesses most people chalk up to as “old age” problems. Or how about this: Dear Friend, Give me just 16 short hours, and I’ll help you experience the greatest health miracle you could possibly imagine. In just a few hours, you can experience undeniable, tangible, visible proof that this remarkable all-natural at-home remedy has already started working to help remove years of accumulated toxins from your body...

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Your Letter: One-on-One Conversation with Your Prospect

... flush away heart-clogging cholesterol... ... and eliminate a witches brew of pollutants that trigger joint pain... high blood pressure... low energy levels... and even weight gain! Or what about this: Dear Friend, If your knees “scream” when you bend... ... your joints forecast the temperature better than your local weatherman... ... your legs swell up like sausages... ... or your back “goes out” more than you do... ... then you simply MUST KNOW about this breakthrough discovery that’s helping folks over 40:... The point is simple: Make sure your prospect knows you’re talking to him — and you know his problem and you can relate to him right now!

And while you’re writing your letter – KEEP it personal!

Tell stories. Use anecdotes. And be natural. Don’t try to impress the reader with your knowledge of the English language – use words he’ll easily understand. Don’t take the chance of losing the reader with unfamiliar words. My basic rule: Keep your writing at a 5th grade level — or younger! Since I write a lot about nutrients, some of them have mile-long names. Try this trick next time you’re writing about an unfamiliar product:

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Anatomy of a Kick-Butt Control

Break it down in syllables. Here’s an example...

Ultimate Remedy for Memory Repair! Dear Friend, It’s pronounced: “foss-fah-tie-doll-sir-een” ... but if you’re experiencing memory loss... age-related memory decline... fuzzy thinking... “senior moments”... mental confusion... or brain aging — you’re going to call it a Godsend! Why? Because phosphatidylserine — or “PS”— for short is Nature’s Amazing Brain Saver! See? I don’t lose my reader when I mention that big ol’ word and I’ve made him feel a little smarter now that he can pronounce it!

The Guts of the Letter Here’s my 3 step approach to writing just about any letter: 1. Tell ‘em what you’re going to do: In the intro of the letter, build up enthusiasm, excitement and anticipation. Tease your prospect with what’s coming up ahead. Here’s an example from my Probiotic package for True Health: Dear Friend, If I could guarantee an end to your nagging digestive difficulties — would you be willing to give me 10 minutes of your time?

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Your Letter: One-on-One Conversation with Your Prospect

If I promised you that in less than 15 seconds a day — you can once again enjoy the foods you love — things like chocolate ice cream... pepperoni pizza... cheeseburgers... milk shakes... peanut butter... and other “forbidden foods” — would you want to know more? And if I also showed you — using scores of scientific studies, trials, and research — that you’ll also help erase...

Embarrassing gas Constipation Painful bloating Heartburn Diarrhea Irritable bowels Leaky gut Food allergies and sensitivities

... with just one simple, all-natural formula — would you hear me out? I sure hope so — because that’s PRECISELY what I’m going to do right now! In fact:... 2. Tell ‘em: This is where you lay out your entire argument — it’s the guts of your letter. Break down your main points into easy, digestible chunks of beneficial copy. Keep the copy flowing so you easily move your prospect from one point to the other. Write short, punchy paragraphs. And make sure to use bullets to highlight interesting points! 3. Tell ‘em again: As you’re nearing your close, you’ve got to remind your prospect of all the wonderful stuff you’ve just told them. Here’s an easy way to do this: In these past few minutes, you’ve discovered a remarkable, all natural blood-thinning nutrient that’s scientifically proven

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Anatomy of a Kick-Butt Control

effective in enhancing your blood circulation... ... you’ve met folks, just like you, whose lives have been saved with THE CIRCULATION SOLUTION... ... now it’s time for you to decide the kind of health you want to experience for the rest of your life. The truth is, if drug companies could patent the nattokinase found in THE CIRCULATION SOLUTION, they’d charge you a king’s ransom for this miracle product. Remember, urokinase — a leading prescription blood thinner is already priced at a hefty $1,500 to $4,000 per dose! But for as little as a dollar a day — you can receive a superior clot-busting nutrient that can save your health and even your life! At 33 cents per serving — THE CIRCULATION SOLUTION is a screaming bargain! Please remember: You have absolutely nothing to lose by accepting this no-strings attached offer. Yet you have an entire lifetime of healthy blood flow to gain when you try THE CIRCULATION SOLUTION! I urge you to invest in your health right now. Accept this limited time offer. Call TOLL FREE 1-800-471-4007 now and Health Resources will rush you THE CIRCULATION SOLUTION and all your FREE gifts. Or, if you prefer, you can mail in your order form located on page xx and send it in the postage-paid envelope included. Either way, you’ll promptly receive THE CIRCULATION SOLUTION and you’ll be well on your way to experiencing and maintaining healthy blood flow for decades to come! Remember, most folks aren’t readers — they’re scanners. It’s unfortunate, but they just won’t read every word of your magnificent

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Your Letter: One-on-One Conversation with Your Prospect

copy! Make sure to use pull quotes and powerful subheads to give them the “main idea at a glance.” Try this trick: After you’ve finished writing your copy, do this: Read only the subheads. Will the prospect know what your product is about and how it can help him? If not, go back and rewrite your subheads!

The Power of Bullets Bullets are great. They help you create momentum in your copy. And since most people scan instead of read — bullets can help you drive home the points you want your prospect to remember. I love working for clients like Rodale, Boardroom and Frank Cawood & Associates. For their copy — bullets are KING. I’ll usually start by writing well over 100 bullets. Then I just break up the bullets in groups of 10 to 15, add a few paragraphs in between and voila — my letter practically writes itself! Here are 5 ways to give your bullets a powerful punch. These bullets came from my Boardroom Bottom Line Health promo: #1: Be specific! Find ways to add impressive facts, studies and figures to your bullets...



How to turn OFF your fat genes — for permanent weight loss! Spanking new research from the Human Genome Project identifies 6 fat switches! One of them shows you how to eat more to weigh less!



How women slash their risk of developing cataracts by 77%!



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Anatomy of a Kick-Butt Control



Tufts University reveals simple and effective remedy you can start using today!



Is your depression an early warning sign for diabetes? New research printed in the journal, Diabetes Care says YES! See why on page xx!



#2: Challenge the norm! Give the reader a different twist on common knowledge:

If you want to get rid of your “spare tire” and “love handles” DON’T DO SIT-UPS! New discovery gives you an easier way to stronger abs and a flatter tummy. LOOK AND FEEL BETTER IN NO TIME!



FATTY foods your eyes will love! Go ahead and splurge — you deserve it!



The surprisingly simple breakthrough that’s changing the way surgeons operate! No scalpel... no incisions... and no anesthesia! What’s more, doctors can now remove tumors — and destroy tumor cells so they can’t reproduce! Best of all, patients can usually go home within 24 hours and get back to normal activities. This is a MEGA-breakthrough YOU MUST KNOW about!

#3: Create a paradox: This creates intrigue and fascination...

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When high cholesterol is actually GOOD for your heart. Breakthrough news — especially for women!



The asthma medicine that makes it hard to breathe. Is it in your inhaler?



When salt substitutes are BAD for you. Important news especially if you’re on high blood pressure medicines!

Your Letter: One-on-One Conversation with Your Prospect

#4: Give a reason why! Justify your claim — it makes powerful copy:

4 out of 5 doctors cannot accurately diagnose symptoms of a mini-stroke. Here’s what you need to know to save your own life!



The little-known reason adults over 65 STOP taking cholesterol-lowering drugs. Study shows 75% of heart patients are in serious danger.



Why angry people SHOULD take aspirin. Landmark study reveals surprising link between emotions and heart attack.

#5: Reveal a new, offbeat and even strange way to use a traditional remedy...

How to prevent a heart attack — with water! Cut risk of a fatal heart attack by 51%!



Mosquito bite? Quick — grab the... deodorant?!? Reduces swelling and itching when you follow the directions in your FREE report!



Boost your memory — in just minutes — with lemons? New study proves this tasty remedy fights forgetfulness — and helps you remember where you left your car keys!

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Anatomy of a Kick-Butt Control

My Notes: What I’ve Learned So Far...

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Chapter 3

Says Who? Adding Credibility to Your Copy It would be great if your prospect would just believe every word you wrote. Life would be so much easier. But the truth is, your prospect is being bombarded every day with outrageous claims about products — and that makes him highly skeptical. So it’s your job to make sure you don’t set off his internal “B.S” meter. How do you do that? By justifying every claim you make! Don’t EVER assume your prospect will believe what you write — you’ve got to give him proof — and lots of it!

Here are 3 easy ways to add credibility to your copy: #1: Use authoritative sources! I just love to name drop! In my research process, I usually search for the big names in the health market: Nobel prize winning Dr. Linus Pauling, Journal of the American Medical Association (JAMA), Harvard, UC Berkeley — or just about any prestigious doctor or institution. Why? Because these folks OOZE credibility! Think about it: Which is stronger? Probiotics help reduce flatulence by 88% Or A study performed by a team of scientists from Simón Bolívar University in Caracas, Venezuela found that naturally fermenting beans with L. casei can reduce flatulence by a whopping 88%!

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Anatomy of a Kick-Butt Control

#2: Include a bio! This is instant credibility. I make sure to showcase the talents of the doctors I write for. Lay on the credentials! Here’s the bio I used for my Liver & Kidney Cleanse package for True Health...

Meet Michael Cutler, M.D. Dr. Cutler is no stranger to pain. As a child, he experienced severe digestive problems. After years of taking prescription drugs, he underwent a radical colon surgery that left him wearing an ileostomy bag. His health problems — along with the numerous prescription drugs he was taking — put a severe strain on his liver and kidney function. Feeling frustrated with conventional medicine, Dr. Cutler shifted his focus to natural therapies to heal and prevent illnesses. In his thriving medical practice, he’s been an eyewitness to remarkable healings and reversals of illnesses using natural medicines, alternative therapies and the power of mind and body healing.

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Board certified family physician with over 15 years experience specializing in chronic degenerative diseases, fibromyalgia and chronic fatigue.



Graduate of Brigham Young University (BYU), Tulane Medical School in New Orleans and Natividad Medical Center Family Practice Residency in Salinas, California.



Successfully brought professionals of several healthcare disciplines together into one unified clinic to bridge the gap between conventional medical training and effective complementary medicine.



Through his patients’ experiences, as well as his own,

Says Who? Adding Credibility to Your Copy



Dr. Cutler utilizes many natural medicines to work with conventional treatments and therapies for an integrative solution to health problems.



Sought-after speaker and lecturer on the importance of maintaining optimum health and eradicating degenerative diseases by maintaining optimum acid-alkaline balance.



Formulator of nutritional supplements designed to restore natural body balance and optimal health.



Editor and founder of the newsletter, “Easy Health Options” — an authoritative guide to natural healing treatments.

#3: Use charts, graphs, statistics and track record! I’ll be honest with you — I don’t understand most graphs I see — but they sure do look impressive, don’t they? I figure if someone’s creating them — they must be really important! I think your prospect may feel the same way. So make sure you use statistics and charts to drive home your point. For example, here’s a simple graph from my JointFlex package for True Health that drives home the point...

Astaxanthin helps prevent free radical damage! 600 500

550 times more powerful than vitamin E 11 times more powerful than beta-carotene

550

400 300

times the power!

200 100 0

Astaxanthin Zeaxanthin

Lutein

Beta-Caroten Vitamin E

And if you’re writing for a product that contains several nutrients — a chart

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Anatomy of a Kick-Butt Control

listing the nutrients also gives a good visual punch to your message. For example...

Ingredient

Amount

BioCell Collagen II® 1000 mg With: *Hydrolyzed Collagen Type II 600 mg *Chondroitin Sulfate 200mg *Hyaluronic Acid 100 mg

Benefit Replenishes synovial fluid to cushion joints; provides raw material to create and keep cartilage flexible and healthy; blocks cartilage-destroying enzymes

If purchased separately $38.50

BioAstin®

10 mg Delivers 550 times more

$24.99

Serrapeptase

20 mg Reduces joint problems and

$29.99

antioxidant power to help clobber free radicals helps repair damaged tissues Helps block enzyme that

Boswellia serrata extract

300 mg triggers 5-LOX pain

$13.49

MSM

create new muscles, 250 mg Helps restore collagen and rebuild

$21.95

Ginger root powder

200 mg Helps regulate inflammation

$13.67

Tumeric root extract (95% curcumin)

200 mg Helps reduce swelling and

$12.99

healthy cartilage

Bromelain (2400 GDU/g)

and joint discomforts

tenderness caused by joint pain and inflammation

200mg Powerful inflammation

fighter. Also a Godsend for severe toe pain

$13.99

Now you’re about to discover a critical component most copywriters forget to include in their promos...

32

Chapter 4

The Power of PASSION — and How to Infuse It in Your Copy! If you follow the sage advice of experienced copywriters — you should be doing one thing on a regular basis. What’s that? READING promos written by other copywriters! That’s probably the MOST valuable advice I can share with you right now. It just made me a FAST $25,000. (NOT including royalties!) Here’s what happened. I get a bunch of promos in the mail every day. And no matter how busy I am — I MAKE time to look ‘em over. Recently, one in particular caught my eye. It was a weight loss promo from one of my favorite clients — I’ll call him “FC.” (Get it, for “favorite client?”) Anyway... While I was checking out the FOUR different headline test panels I got in the mail – I noticed one MAJOR thing:

NONE of the headlines caught my attention After all, I AM the intended market: Over 40 and female — but none of the headlines grabbed me! So I called FC and asked how the package was performing. “Not well at all.” He said the copywriter took 6 months to deliver the first draft. And get this — the first draft was only 12 pages long! And FC paid a hunk of dough for those 12 pages — and the mailing tanked on the internet — and wasn’t looking hot in the mail either!

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Anatomy of a Kick-Butt Control

“I’m not surprised — your headlines suck,” I said. (Ok, so tact is not one of my strengths!) And when I reviewed the body copy, I didn’t get an immediate answer to my “So what” skepticism! Let’s face it: There’s a bazillion weight loss products on the market — so why the heck do I want to spend my time reading about YOURS! So, FC said, “Ok, if you think you can beat it — write me a new package. I need something strong and I need it fast.” Now, I started to back pedal. Why? Two reasons: Reason #1: I HATE writing for weight loss products! I wrote a few early in my career. But for the most part, I think they’re full of over-hyped promises — and can be downright dangerous to your health! I just didn’t want to aid and abet this often-times shady industry! But then FC began to explain to me why his product was better. And that he didn’t want HYPE in his package. He wanted to showcase the scientific evidence that proved his stuff really worked — and he was willing to put his 100% money back guarantee on the line to anyone willing to try it. Reason #2: I was already booked to start another project in a week! My schedule was full — I just didn’t have 4 weeks to give to FC! But as FC tried to convince me how awesome his formula was, I started taking notes. One question led to another discussion about the product and after about an hour on the phone with him, I had a theme... some sidebars... and 4

34

The Power of Passion

possible cover tests already sketched out! There was no doubt in my mind that I could write him a package. And I was pretty darn sure I could beat the pants off the control! So I agreed to the assignment under one condition: That I could write a package I want — with some serious ATTITUDE! Finally, I get to lash out on those money-grubbin’, fly-by-night, snake-oilpeddling low-lifes trying to scam my mom, my sister and all my girlfriends of their hard earned money! I just HATE them! (Wooh, that felt good!) FC said “Ok,” and the emails of background material started flooding my inbox — and he over-nighted me the 50% deposit! That was on a Thursday. Even though I had a houseful of company, I spent the next 4 days immersed in the project. I slept a few hours and went back to my computer full of great ideas. I wrote with so much attitude, I couldn’t stand myself! Whenever I got an idea — I’d email my researcher (and favorite cousin) Sandy to dig up some credible support for it! I didn’t want to stop my momentum or my passion to search the web. After all, the copy was practically writing itself! By Sunday night, I had over 50 pages of copy — and I thought it was pretty darn good! I gave it a rest. On Monday morning at 4 a.m., I was back to editing my draft. By 10 a.m., I was happy with what I had and I hit the send button and emailed the copy to FC. Then I sent him a bill for the balance of the project and took a nap! FC LOVED the package! He put it on the priority list for design. In just a week, we had the package ready to go to the printer. Although I created 6 cover tests, FC decided to test these 3 first:

35

Anatomy of a Kick-Butt Control

How in the World Did I Write Kick-Butt Copy to Fill Up a Magalog in Less than 4 Days? Passion baby. Pure passion! And that’s the lesson I hope you’re getting from my long-winded story! When you’ve got passion about your writing — the words come flooding out! You get a clear-cut vision of what you want to accomplish and you TAKE NO PRISONERS. You leave no stones un-turned to convince your prospect you’ve got the best thing since sliced bread — and he’d be a fool not to snatch it up during this limited opportunity! Your verbs are powerful. Your sentences are short and razor sharp... ... and you ooze out nothing but raw, unadulterated ATTITUDE over the main letter... every side bar... pull quote... and credibility piece.

36

The Power of Passion

And that makes for KILLER copy! For example — check this out...

Discover the remarkable, all natural nutrient that’s helping folks say...

“No, thanks — I’m not hungry” (and really mean it!) 4 powerful appetite suppressants — combined in one amazing formula — gives you MEGA willpower over foods again! Watch the weight melt away!

You’ll notice a difference in your appetite in just 7 days — Guaranteed — or you pay nothing! Dear soon-to-be thinner, healthier friend, If you’re looking for an easy way to lose 10 pounds in 10 minutes... ... then go to England and play the lottery! But if you’re serious and ready to lose weight — and KEEP IT OFF — so you can:

Restore healthy blood pressure!

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Anatomy of a Kick-Butt Control

Get your cholesterol back under control!



Balance your blood sugar levels!



Ease backaches, leg cramps and joint pain!



Keep your mind sharp as a tack!



Boost energy levels!



Get back into your closet-full of smaller sized clothes!



Look and feel 10 – even 20 years YOUNGER!



And stick around to enjoy your grandchildren and your life



for decades to come...

... then what you’re about to discover is a scientific Godsend!

Did You Pick Out the Crystal-Clear Benefit in the Headline? Bold promise: You will say no thanks to great tasting foods and really mean it. Implied benefit: the weight will melt off painlessly. Backup: I put my money where my mouth is by guaranteeing results within 7 days or you get your money back. Attitude: The intro lets you know this letter isn’t for everyone. Only people who are serious about losing weight in a healthy way need read any further. Here are some more examples of what I call attitude in copy. Can you tell this doctor is passionate about what he’s about to tell you?

According to researchers at the University of Florida College of Health and Human Performance...

38

The Power of Passion

“The fountain of youth is made of antioxidants, NOT water!” But if you’re taking many of the leading antioxidants on the market… You might as well eat jelly beans! Find out why — and discover the shocking truth about anti-aging nutrients! Here’s another example where a photo can ooze serious attitude:

Doesn’t that immediately signal you’re about to read something fun? A few years ago, I worked on a project for a newsletter called Easy Health Options with Clayton Makepeace. (He’s my copywriting hero, mentor and the best darn copywriter in the entire world and Pluto!) We wanted to boost the response of the current control. So Clayton came up with this shocking cover idea:

39

Anatomy of a Kick-Butt Control



Control:

Test:

vs.

Now which one would catch your eye in the mail? A gun pointed right at me definitely gets my attention! The prescription roulette cover POUNCED the control! Get the point? Oh, and one more thing... ... Don’t be afraid to use power words that create immediate pictures in your mind loaded with attitude. Words like “Hogwash”… “Baloney”… “Phooey”… “Oops”… “Shame on you”… “Poppycock”… “Psst”… ”Kaboom”, etc… — short and powerful! I LOVE ‘em all! So don’t you dare start writing until you’ve got something to say! And it better be something worth your prospect’s time and energy to listen to ya!

That 4-Day Package was a Record for Me! So How Did it Perform? Dunno yet! I said it JUST HAPPENED recently! By the time you finish reading this book, I should have results. Check my website and see if it’s a new kick-butt control. I’m betting that it will be!

40

Chapter 5

Sidebars — The Secret to Reining in Your ADHD Reader No matter how awesome I think my copy is... ... No matter how many tens of thousands of dollars my clients pay me for a writing assignment... ... And no matter how many “copywriting genius” titles are bestowed upon me... ... I stay humble because I know this one simple fact:

Most of my prospects will read only 10% of what I write! (Heck, if only I knew WHICH 10% — then I’d write the best-selling and shortest copy in the world!) Now, I know my prospect is missing out on some of the best writing in history. But as long as he orders the product — I’ll eat crow and keep raking in the royalty checks! Simple truth: Your prospect is way too busy to try to force him to read your entire letter. And he won’t do it anyway! Recently, one of my copy cubs delivered a draft where the benefits of the product didn’t show up until page 6. The cub explained that she was “getting the prospect warmed up.” In her little, perfect writing world, it made sense. But in real life, the package will get trashed faster than a nano-second! So how do you make sure your prospect gets the benefits even if he doesn’t read your entire letter? Simple: Sidebars!

41

Anatomy of a Kick-Butt Control

I

Sidebars

They’re fun, short and easy to write! Sidebars allow your reader to scan and find info that’s interesting to him. They also help you dimensionalize your product. If I’m writing for a nutritional product, I’ll have a sidebar for each of the key ingredients. I find something interesting about that ingredient and make it a “star” in the sidebar. And you can use a sidebar to show value of all the nutrients you’re getting in one easy-to-take formula. Here’s what I did for a JointFlex package for True Health:

Make sure to use sidebars to give your guru credibility. A bio box is an example of a credibility sidebar. For this Simple Living package for Healthy Directions, I wanted the predominantly female market to identify to the guru as an expert and a woman just like them:

Meet your Simplicity Expert and Life Coach... Janet Luhrs launched Simple Living in 1992. It quickly became the nation’s premier newsletter on simplicity. She is the author of “The Simple Living Guide” — the “bible” of the simplicity movement, and Simple Loving — a valuable and sensitive guide for intimate, loving relationships.

42

Sidebars — The Secret to Reining in Your Copy

Janet has appeared on Oprah, Donahue, Peter Jennings World News, and National Public Broadcasting. She is a sought-after speaker and is frequently quoted in publications such as the “New York Times”, “Wall Street Journal”, “Redbook”, “Ladies’ Home Journal” and many other reputable sources. Janet is a working mom with two children. Plus, charts and other statistics really stand out as separate sidebars. And you can use sidebars for a fun quiz... interesting quote... exotic picture... or just about anything you can think of:

And, when they’re sprinkled throughout the main letter — sidebars give your reader a much needed eye break! Now that you know your prospect won’t EVER read every single word you write — make sure your sidebars contain the MOST interesting benefits of your product. So, as your ADHD reader is bouncing around and scanning your promo, he’ll quickly spot the benefits!

43

Anatomy of a Kick-Butt Control

My Notes: What I’ve Learned So Far...

44

Chapter 6

The Power of Testimonials: Why Brag When Others Can Sing Your Praises? Quick quiz: Which is more powerful? A: “I’m wonderful” or B: “You’re wonderful” (If you answered “A,” your arrogance is showing) This is the power of the testimonial! Having other people rave about your product is much more powerful than patting yourself on your back! Use testimonials — and plenty of ‘em — to help convince your prospect that thousands of other folks — just like him — LOVE your product! For example...

“Nothing else worked for my night sweats!” “My menopause day and night sweats and flashes are gone since I started taking DIM twice a day. I cannot be without DIM. Nothing else worked so well for my menopause symptoms.” — Name, City

I’ve got healthy blood pressure at 76 years old! “I’ve been satisfied with THE CIRCULATION SOLUTION. My blood pressure is slightly lower than its been which isn’t bad for a 76 year old. ” — Name, City

45

Anatomy of a Kick-Butt Control

“I didn’t believe until I saw it with my own eyes!” “Oh my goodness! I couldn’t believe all these stones were clogging up my liver and gallbladder. No wonder I was always feeling tired! Here are just a few of the HUNDREDS of stones that painlessly flushed out of my body when I did the fast acting flush with your amazing product. I feel so much better now. Thank you!” — Name, City

“I’ve tried them all — and you’re the best!” “Over the years, I have subscribed to many of the reputable health newsletters — especially the ones geared to seniors and heart health. I have found that the more important items and information I can use appears in Bottom Line/HEALTH. Now you’re my only health letter!” — Name, City

“No longer need the neck brace” “Out of desperation I started taking TrueAloe capsules. After trying many products, my arthritis showed little improvement. I was wearing a neck brace most of the time and my hands and legs were always aching. After a few weeks of TrueAloe, I no longer needed the neck brace and feel about 75% better overall. True Aloe is certainly worth trying. Hope you have as much relief as I have.” — Name, City

What if You’re Writing a Launch Package and You Don’t Have Any Testimonials? First of all, DON’T make them up — that’s just wrong. But DO find ways to be creative. For example, have your client’s staff or

46

The Power of Testimonials

even your friends try out the product — and get testimonials from them! I launched a Liver & Kidney Cleanse product and I had my family and friends perform a 16-hour cleanse recommended by the doctor. Then I made them take pictures of the gross stuff that came out of their bodies! Ok, so I lost a few friends in the process, but hey, I got a control! Or, if a famous person makes a comment about an ingredient in your product — put it in quotes and use it. For example... ... if your product contains Vitamin C and Nobel Prize winning doctor, Linus Pauling said Vitamin C is critical for fighting joint pain — then put his quote in your promo and place it near the product. Add in a line of copy that shows your product contains Vitamin C — yes, the same Vitamin C that Dr. Pauling raved about! That way, you create an implied testimonial — without lying. When I write testimonials, here’s what I try my darnedest to include: 1. Headline. Make it a benefit oriented headline so scanners can pick up the gist of the copy without having to read it entirely. 2. Photo. Ideally a real photo of the person. If not, a “real looking” stock photo can work. 3. Name and address. Depending on the client’s preference, I’ll use the first name and last initial along with city and state. That tells your prospect this is a REAL person. 4. The actual copy. I’ll edit only for clarity. I’ll also correct misspellings. But, I avoid making changes to the testimonial. I like to keep it as real as possible.

Here are 3 Ways You Can Vary Your Testimonials to Keep ‘em Exciting: #1 Treat each testimonial as a mini article. That means give each one

47

Anatomy of a Kick-Butt Control

of them a separate headline! Have it designed so it stands out like a separate sidebar. For example... “Arrhythmia dramatically reduced!” “Since I’ve began using Super CoQ10, my wildly erratic cardiac arrhythmia has been dramatically reduced. I do endorse this product.” — Fred B., San Francisco, CA #2 Gang ‘em together and create a spread. This gives the feeling that LOTS of people believe in the product. Have one big headline for the spread. And then, have mini headlines for each testimonial. For example...

#3 Pull key comments. This works great if you’re running short on space or you want to build momentum in your copy. For example, after I’ve listed several longer testimonials, I usually wrap up the section by saying something like...

48

The Power of Testimonials

Plus, thousands of folks concerned about their heart and overall health have experienced nearly miraculous results with in-home oral chelation: “Put my uneven heartbeat back to work like it is supposed to work.” — C.M., Bryan, TX “No more chest pain — and my wife’s sinuses cleared up too!” — L. K., Parkers Pr, MN “Bad pain in my left leg went away!”

— G. A., Apopka, FL

“Feeling more energetic and my digestive tract seems to be working better also!” — R.D., New Libson, WI “I’m 78 and have noticed a positive result of less angina and more flexibility.” — C. G., Yucca Valley, CA “I can tell my eyes have gotten better and I can read lots of things without wearing glasses.” — H. R., Jonesboro, AR

49

Anatomy of a Kick-Butt Control

My Notes: What I’ve Learned So Far...

50

Chapter 7

Don’t Forget to Ask for the Order!

The Power of the Close, Guarantee and Order Form Did you ever jump “double dutch” rope? Well I was the kid who was always planning and preparing to jump in — but then I’d chicken out. Those 2 jump ropes going together really scared me! That’s how a lot of writers are about writing the close of a promo. You put your heart and soul into writing kick-butt copy loaded with amazing benefits — and then you get scared and don’t ask for the sale! Although I haven’t overcome my fear of double dutch — I have definitely conquered asking for the sale. And so can you! Here are three successful ways to do it: #1: Restate the benefits. Remind the prospect of how he’s going to feel when he makes the decision to try the product. Here’s how I closed on my Ultimate Probiotics package for True Health: That way you can begin to experience the digestion miracles found in the 6 billion probiotics you’ll get in every tablet of Ultimate Probiotic Solution! Digestion miracles such as...

Embarrassing gas — DISAPPEARS! Bloating and uneasiness after eating — POOF! IT’S GONE! Irritable bowels — SYMPTOMS VANISH! Diarrhea and constipation — A THING OF THE PAST! Food Allergies — ERASED! Heartburn — NOT A PROBLEM ANY MORE!

And “forbidden” foods are now part of your daily eating habits again! I know a healthy intestinal tract can make a world of difference on your health. It changed my life for the better — and it can do the same for you too!

51

Anatomy of a Kick-Butt Control

Yours for many dining pleasures to come! #2: Take away any risks. For Liver & Kidney Cleanse, here’s how I reminded the prospect... Please remember — you have absolutely nothing to lose by accepting True Health’s generous, 100% Risk Free trial offer. You must personally experience significant, dramatic improvements in your health or simply return the unused portion (even if it’s the last capsule in the bottle) and receive a full refund. All the gifts you received are yours to keep absolutely FREE of charge. I urge you: Accept this remarkable offer. Call TOLL-FREE 1-800-746-4513 now, and True Health will rush Liver & Kidney Cleanse and your FREE gifts to you. Or if you prefer, just turn to page 19 of this report and use the handy order form. Either way, you’ll be giving your liver and kidneys the ultimate gift of health — and they’ll reward you for decades of healthy living to come! Yours for a lifetime of high energy and healthy living! #3: Remind him of the boatload of gifts and savings he’s getting. Make the prospect feel crazy not to take you up on this amazing opportunity. Here’s what I did for my Ultimate PH Balance package for True Health... As a doctor, I can tell you this: If there was only one thing you could do — right now — to protect your health... ... Boost the life and functioning of your brain, heart, liver, lung cells and hormone-producing organs... ... And fortify your body against illnesses that zap your energy and make your life miserable, it would be this: Get rid of acid overload in your body right NOW!

52

Don’t Forget to Ask for the Order!

That’s why I’ve made special arrangements for you to sample Ultimate pH Balance — and feel for yourself — how powerful and effective this remarkable mineral formula is. And, now, you can sample Ultimate pH Balance at the LOWEST PRICE EVER — and completely RISK FREE — during this special introductory offer. Plus you’ll receive up to 15 gifts — ABSOLUTELY FREE! Right now, for a limited time, you get... A full year’s supply of Ultimate pH Balance — 100% refundable at ANY time — even if the bottles have been opened! 6 FREE packages of pH Test strips (valued at $35.94)! The quick and easy way to find out how much acid you have in your saliva and urine. Within 15 seconds, you’ll know if high acid levels can be making or keeping you sick! 4 FREE bottles of Ultimate pH Balance (you save an amazing $159.80)! A huge opportunity to stock and save a bundle!



FREE shipping and handling (a savings of $6.95)!

Plus, you receive 3 special healing reports, ABSOLUTELY FREE: Special report gift #1: The ABC’s of Acid-Alkaline Balance (a $19.95 value — yours FREE)! Special report gift #2: The Secret to Endless Energy (a $19.95 value — yours FREE)! Special report gift #3: The Shocking Truth About Vitamins (a $19.95 value — yours FREE)! I want you to be POSITIVELY sure — without a shadow of a doubt — that Ultimate pH Balance works and will keep doing the job

53

Anatomy of a Kick-Butt Control

for you. That’s why you can take up to a FULL YEAR to try this introductory offer. Now, this next step is so simple — but you’d be amazed at how many copywriters forget to do it:

Tell Your Prospect What to Do! Don’t ever, ever, ever assume your prospect will know how to order. Guide him along this process. It’s as easy as saying this: I urge you: Accept this remarkable offer. Call TOLL-FREE 1-800-746-4513 now, and True Health will rush your Liver & Kidney Cleanse and your FREE gifts to you. Or if you prefer, just turn to page 19 of this report and use the handy order form. Either way, you’ll be giving your liver and kidneys the ultimate gift of health — and they’ll reward you for decades of healthy living to come! Yours for a lifetime of high energy and healthy living! Michael Cutler, M.D. You can also let your prospect know a friendly customer service representative is waiting to take his order. Let him know your phone “never sleeps” — you’re open 24 hours a day to care for his needs. Whatever you do, just make sure to guide him to the order form! And for goodness sake, make sure your TOLL-FREE 800 number is located throughout the promotion and especially on the order form. Don’t make the prospect hunt down that info — it may cost you the sale! Once you’re done with the close — make sure to sign the letter! If you’ve been writing as the voice of a doctor — don’t sign the letter by the company Vice President! Sounds simple, right? But let me tell you a true story — I’m

54

Don’t Forget to Ask for the Order!

not using the real names to protect the guilty! I was finishing off a launch project for a major health publisher. After reading my package, the doctor guru thought the letter was too “salesy.” After all, he was a DOCTOR and not a salesman. He told the marketing director he didn’t want the letter signed by him. So the “brilliant” marketing director decided she’d just substitute his name for the company Vice President and the problem would be solved! When I got my crits of the package, I hit the roof! The entire sales letter was written in the doctor’s voice. It had his credentials and personal stories all over it. The mailing would’ve bombed — and the copy would’ve looked stupid in the eyes of the prospect. I had to go up the chain of command to get somebody with some common sense to listen to me. Fortunately I did. I toned down the copy a little bit and the doctor agreed to sign the letter. And as they say, “the rest is history.” The launch was successful! Phew! Now these were marketing professionals pulling five and six figure incomes about to make this huge mistake. Don’t let it happen to you. Make sure your signature ties in with your letter!

You’ve Got One More Chance to Seal the Deal — and You Can Do it in the P.S.! Marketing companies have spent a fortune testing the effectiveness of using a P.S. When done properly, a P.S. can give you a significant boost in response. Here’s what Herschell Gordon Lewis discovered in his book, Sales Letters that Sizzle: Some years ago, I was privy to a test originated by one of the most alert and sophisticated fund-raisers, St. Jude Children’s Research Hospital of Memphis, Tennessee. We tested the identical letter with and without a postscript. The one with the P.S. pulled an astonishing 19 percent better.

55

Anatomy of a Kick-Butt Control

(At the time, the late Danny Thomas was the spokesperson for St. Jude.) This was the wording of the P.S.: “I hope that your own family never suffers the tragedy of losing a child to an incurable disease. At St. Jude, we’re fighting to conquer these killers, and one day someone in your own family may live because we succeeded.” So powerful was this P.S. that years later different letters, with a different signature, retained this same wording. I read Herschell’s book when I was just starting out as a copywriter. And I never forgot what he said about using a P.S.! Although none of my clients test the strength of a letter with or without a P.S., I make it a point to always include one (or two) in my sales letters. Why? Because it gives me one last chance to make the sale! I use my P.S. to:

56



Reinforce urgency! If this is a limited time offer (and aren’t they all?) — remind the prospect that he has to act now so he doesn’t miss out!



Offer an additional gift! I’ll usually tie this in to a fast response offer. You get this 7th FREE gift when I hear from you within the next 10 days. I’ll also use this space to mention the benefits of the free gifts!



Upsell! This is where I’ll remind the prospect of the value and savings he’ll get with the 12-month BEST offer. I’ll also remind him he’s got nothing to lose, so get more bang for your buck!



Restate the Unique Selling Proposition (USP)! Remind the prospect this is the only product that will do x, y AND z — and he can only get it right here and now!

Don’t Forget to Ask for the Order!



Include a powerful testimonial! If there’s a touching story about the product, I’ll add it in the P.S. to remind the prospect how others have benefited from this product!



Remind them to get the product quick! Why wait — for faster service, call TOLL FREE 800 xxx-xxxx so you don’t miss out on your special gifts!

What About a “P.P.S.” You Ask?” Frankly, I think a P.S. is sufficient, but I have been known to add a P.P.S. if I’m trying to add two benefits. But that’s rare. One good P.S. should do the job! Here are a couple of examples for you... For a memory enhancing product called “PS” from Health Resources: P.S. Now here’s a special opportunity for really smart cookies! Take advantage of the 6-bottle offer and get PS for the LOWEST PRICE AVAILABLE per bottle! Plus, you’ll receive all 4 healing reports and shipping and handling absolutely FREE. That’s an additional savings of $86.75! Now, that’s using your noodle! Remember, you’re fully protected by my 100% money back guarantee — so stock up now and save big! Call 1-800-471-4007 today! You can use a P.S. to make the prospect feel like he’s really special. Take a look at this example of a Simple Living newsletter promo for Healthy Directions... P.S. Please remember, I’m sharing my private email with you only. Feel free to use it to contact me for help, advice, and direction. But, please, only share my email address with others who want to join our Simple Living family. That way, I can continue to give you the personal attention you deserve. So go ahead and call 1-888-577-6160 right now to receive your personal copy of Income with Freedom. It’s FREE — and invaluable for helping you experience the true beauty of Simple Living!

57

Anatomy of a Kick-Butt Control For The Circulation Solution from Health Resources, here’s how I used a P.P.S to sell another free gift... P.S. Since Health Resources gives you an unlimited 100% money back guarantee — why not stock up and save BIG! Try the 3 or 6 month introductory pack and get THE CIRCULATION SOLUTION for as low as 33 cents per serving. Plus you get a boatload of FREE gifts too! P.P.S. Speaking of free gifts, when you send for your introductory pack within the next 10 days, you’ll receive a 10th free gift! It’s a brand new special report called Lifesavers from Nature’s Pharmacy! In this hot-off-the-press guide, you’ll discover...

Nature’s powerful vision saver! Keeps lenses from clouding — and helps you maintain eagle eye focus!



The 23 cent nutrient that lets you say No to bypass surgery! Yet this all natural supplement is FDA approved and safe enough to use in baby food!



How to clobber abnormal cells FAST! Works wonders for breast, cervical and prostate health!



Why your arthritis medicines don’t work! Surprising discovery — and new breakthrough remedy revealed!



Treat — and even cure memory problems! This Greek all natural “smart drug” boosts mental function and prevents damage to brain cells — you simply must know about it!



7 secrets for a healthy sex life! Take these simple steps to help you restore sexual vigor — without resorting to dangerous drugs!



And many more remedies from Mother Nature’s pharmacy!

But you must hurry, supplies are limited. Call TOLL-FREE 1-800-471-4007 today!

58

Chapter 8

Special Gifts, Premiums and Offers — Plus an Unbeatable Guarantee! Give your prospect a reason to buy NOW. This is where your premiums — or free reports — are extremely valuable — in fact...

Treat premiums like “Manna from Heaven” Most of my health clients use special reports as premiums, but you can also use other products. For example, supplement companies like Swiss Labs and Nature Trade Center frequently offer radios, magazine subscriptions and even trips to the Bahamas as premiums! Remember, just because you’re giving away a free gift doesn’t mean you don’t sell the heck out of it in the copy! Devote serious copy space to your premiums. Highlight their benefits with bullets. Show photos of the premiums to increase perceived value. Make the gifts worth paying for and then surprise your prospect by telling him it’s FREE! Don’t be afraid to showcase your premiums. Make it a point to show off their value! For example, in an Easy Health Options newsletter promo for True Health, I wanted the prospect to feel like he was getting an entire library of healing remedies:

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Remember: Your Premiums are the Beginning of a Long and Profitable Relationship! The special gifts along with the product are the first things your prospect receives when he makes the purchase. Do all you can to make this first impression a lasting one. Here’s what I mean: If you’re the copywriter: Don’t over-hype the premium. Write compelling copy to make the offer appealing. But don’t go overboard so your prospect won’t be disappointed when he receives it. For example, don’t promise “a massive volume of health wisdom” when the prospect is only getting a 4-page report. If you’re the business owner: Don’t underplay the importance of the premium. If you’re offering a special report, make sure it’s well written and delivers all the promises made by the copywriter. The premium is part of the honeymoon phase of your relationship with your new customer. Don’t get cheap now — make sure the premium reflects the type of quality your customer can continue to count on. Poor quality premiums are actually one of my pet peeves. It bugs me so much that I now offer premium writing as a service to my clients. Here’s why: Some of my royalty arrangements are based on net sales. That means even though I wrote kick-butt copy to get the prospect to buy — I can still lose money if he cancels his order within the first 30 days. And that’s the time when he’s getting his premiums! By taking this extra step and making sure the premiums are well written — I boost my odds of keeping the customer satisfied!

Give ‘em an Offer They Can’t Refuse... Make sure to include a guarantee that’s unbeatable. Let the prospect know he’s got NOTHING to lose. He’s got an iron clad TRIPLE DECKER promise

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Special Gifts, Premiums and Offers

from the guru, his publisher, and even the “Man Upstairs”! Your prospect should feel like a bleeding moron NOT to take you up on this never to be repeated, once-in-a- lifetime, limited time offer! Have your guarantee tie back into the theme of your package. In the following example, I re-emphasized how the doctor and product were not “anti” aging. Make a bold headline claim in your guarantee. Remember, this is the component of the package that eliminates all risk to your prospect. Make it genuine and strong. And make sure it’s signed by a credible source. I normally use the doctor or the publisher for the signature. I also like to put my guarantee in a certificate border for even more credibility:

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My Notes: What I’ve Learned So Far...

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Chapter 9

Pay Day! Master the Art of the Order Form Think of the order form as your potential paycheck. If the client doesn’t buy — you don’t get paid. If you’re working on a royalty arrangement — that means NO ROYALTY checks coming in your mailbox! But even if you’re on a flat-fee arrangement, it means NO FUTURE PROJECTS coming your way! One simple advice about the order form: Make sure it’s simple and easy to use. Don’t screw up all your hard work by making it difficult for your prospect to order! Add a positive acceptance paragraph to start the order process. For example, “YES! Dr. X, I want to look and feel 10 years younger starting today! Please rush me (blah, blah, blah)...” And for goodness sake, PLASTER the 800 # all over your promo. You never know when your copy will motivate your prospect to order. But when it does — make sure the phone # is handy so they can place the order immediately! Many clients now standardize their order forms. Find out if yours does too. That way you won’t reinvent the wheel. Ask them to send you the standardized form and tell you where you can be creative. Make sure to write to their specific format. It’ll save you lots of time and headaches! Here’s a sample of a simple and easy to read order form:

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Chapter 10

My Favorite Format (and Other Design Secrets) You work hard to create killer copy — and how are you going to showcase that brilliant masterpiece? That’s where the format is critical. Generally I try to go for as much “real estate” as possible. Here’s what I mean: If I’m writing a new package, I’ll opt for a tabloid or a magalog as my first format choice. Why? MORE ROOM to make my sale! Tabloids are the “mansions” of the direct mail design world. They give you the luxury of putting HUGE headlines on the cover and lots of room for pictures and interesting sidebars. Plus, they’re nearly IMPOSSIBLE to miss in the mail! Tabloids in the mail are like pre-teenagers: gawky, clumsy and klutzy — and I love ‘em! Most mail carriers will even use these oversized promos to wrap up the rest of the prospect’s mail. That means your prospect is guaranteed to get his hands on ‘em! Here’s another reason I like the oversized formats:

It’s Easier to Cut Down Copy than to Beef It Up! Once my package is a control, the next step is to keep it alive as much as possible. That’s where design formats are critical. So here’s the formula I try to follow: • Convert a tabloid into a digest. This gives the package a completely different look. This can usually give a 10-20 percent lift in response. Most of

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my digest promos are 4-color on the outside, but 2-color in the guts of the package. I turn the main points into chapters and reorganize the sidebars in a logical order. My order form is my last chapter. • If the package is still working and my client is willing, I’ll convert the promo to a slim jim or magalog. At this point, I’ll have the designer give me a different “look” to test. For example, an in-your-face screaming tabloid can be converted to a more subdued special report format. Very little copy change — but a very drastic look! By having at least 3 different formats — the client can rotate my package in his mailing cycle. This helps fight package fatigue and keeps my control strong for many years! Tabloid:

Tabloid:

Digest:

Digest:

This brings me to another important point...

How to Work with a Designer to Create a Kick-Butt Promo! I’ve seen awesome copy get hammered in the mail. And I’ve seen mediocre copy succeed. What made the difference? The design! Remember, as the copywriter, you’re only half of the creative team. Your

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designer can make or break your package. So make sure you stay involved in the design process! While I write copy, I put design ideas in brackets all throughout my draft. I meet with the designer to make sure he or she has my vision for the package in clear focus. And I gotta tell ya, I work with some of the BEST designers in the industry: Rob Davis and Lori Haller are my two favorite folks to work with. Yet, they’re like night and day. When I work with Rob, it usually entails a phone call along with notes I write in the copy for my design ideas. After that, I get a first draft — which is almost ALWAYS brilliant and on point. I give him my comments/crits and he finalizes the project and sends it to the client!

Here are a few of Rob’s creations:

Working with Lori is very different. We’ll spend hours brainstorming ideas. And while she’s working on the draft, I’ll get a bunch of emails about ideas and suggestions she’s come up with. Lori shows me drafts of drafts. She wants to make sure she’s capturing my thoughts and ideas throughout the entire process. And sometimes we come up with some really WACKY stuff that works!

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Here’s a few of Lori’s masterpieces:

Two other designers I’ve worked with closely over the past few years are what I call my “workhorse” designers. They consistently churn out solid and strong designs. One of them is Rick Thayne. I can count on Rick to bring up red flags very early on in the design process. That used to irritate the heck out of me. I didn’t want to hear negatives — I wanted to CREATE! But I’ve come to appreciate Rick’s attention to details. I know I’ve pushed him over the edge quite a few times — but when we have this interaction, we always come up with a stronger and more focused design.

Here are a few of Rick’s controls:

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Now Nicole Mellot and I go WAY back. We used to work together at Phillips Publishing. Both of us realized freelancing was in our blood. Nicole is a master at converting tabloids to digests in record speed. I also think that Nicole’s talents will put her on the list of becoming one of the most sought-after-designers in the country:

Here’s our most recent kick-butt control. All 3 of Nicole’s covers were HUGE WINNERS:

I think these four folks are so awesome! In fact, when my daughter, Tiara wanted to become a graphic designer — I just handed her a stack of their work and said, “Here! Study from the masters!” If she does — she’ll be well on her way to becoming a graphic design pro — and I may even choose her to design one of MY packages!

I Love It When I Can Pick My Designer — but Sometimes It Ain’t an Option! Some of my clients only want to use their in-house designers. This can be tricky because it can be like playing “Russian Roulette” — you get the next designer in line — not necessarily the BEST designer they have. So what do I do?

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Well, I do my best to be as involved as possible with the design. We’ll schedule a team kick-off meeting. But I also make sure to schedule some one-on-one time with the designer. By the time I get the first draft, I can usually tell if I’m dealing with a competent designer — or if I’m in real trouble. If it’s the former, then I breathe a sigh of relief. If it’s the latter... ... then I get extremely involved with the design. I’ve also been known to pay ANOTHER designer to crit the design. That’s how important I feel design is to a successful package! I’ve worked too hard on the copy to take a chance of blowing it because of a bad design. Fortunately, most of the in-house designers I’ve worked with have been true professionals. For example, at Healthy Directions, Pam Simonds has created wonderful packages for me in the past years. I’m just waiting for her to catch the “freelance bug”... ... Ellen Balfour worked with me to create some interesting “out of the box” designs… ... Ed Elliott was a freelancer who was snatched up by Healthy Directions many years ago to head their design team. He helped train whole buncha designers to create winning controls… ... And I mentioned earlier, Nicole Mellot is a former in-house designer for Healthy Directions. A few years ago, I took a design class. Not because I wanted to be a designer — because I would suck at the job — but because I wanted to better understand the lingo of designers. I wanted to make sure I gave accurate and thorough directions the designer would readily understand. That basic design class has paid off in spades!

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Chapter 11

Copy Lingo 101: You Gotta Speak the Language! When people ask me how many languages I speak, I say, “Three: English, Haitian Creole and Copywriter-ese.” Ok, so maybe I don’t really say that — but I should. Why? Like many professions, copywriting has its own lingo. And if you’re going to be in this biz — you gotta speak the language!

So here’s a cheat sheet to help you feel more like a native in copywriter land... BRE: This stands for “business reply envelope.” It’s a postage- paid envelope that’s included in direct mail promotions. Bullets: “Mini” headlines with supporting sentences aimed to tease and entice your prospect to purchase a product. See chapter two for specific examples. Carrier: Another name for the envelope. Client: Your “bread and butter.” The company or person who hires you to write the creative promo. Control: The current winning promotion. The sure thing. New promos are tested against a control. If the new test wins, then it becomes the new control. If your package is the control — your goal is to try to keep it fresh and alive. Why? Because your royalty checks are based on the number of pieces mailed of your control. Regularly provide the client — free of charge —

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new headlines, cover tests, leads or anything you feel can give you a lift in response to keep your control alive. Copy chief: The experienced copywriter in charge of giving critiques to junior writers. The copy chief makes sure copy is strong before turning it over to the client. Copy cub: A junior writer in need of copy supervision. Design: The layout of your copy. A designer is the person who brings your promotion to life with pictures and other graphics. Digest: Think “Reader’s Digest” size. Average is a 5x8. A digest can run from 40 to 56 pages long! Many of my successful designs look like a book. For example, my chapters start on the right hand side of the page. The front cover is 4-color glossy but the interior is 2-color, etc… E-book: Stands for “electronic book.” A book that is delivered electronically to your computer usually in a PDF file. Fatigue: No matter how good your copy is, it will start to tire out and drop in response rate. Fatigue is a reason why your client will request new cover tests or a new package. To “fight” fatigue you can create additional headlines... new intro... and even new design tests. Flat-fee arrangement: This means you agree on a price for your promo up front. Once you’re paid, the client can use your copy for as long as he wants without any additional payments to you. Headline: The copy designed to grab the attention of your market on the cover. Launch: A new project that needs strong copy to make it successful. Magalog: A cross between a magazine and catalog — get it “maga-log?” Size runs around 8x11. Remember, exact size can change depending on the client and/or the printer. Average

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Copy Lingo 101: You Gotta Speak the Language!

length is 24-32 pages. Mailing list: These are the names your promotion will be mailed to. The direct marketer will choose names that best fit the profile of the product you’re selling. Each mailing list has a “keycode.” This tracks the number of orders received from individual mailing lists. Total number of orders received helps determine if your package beats the control. Number 10 carrier (a.k.a. #10 carrier): This is a standard envelope size used in business correspondence. It’s 4 1/8 x 9 ½ size. Package: Your direct mail promotion. Also called a “piece,” “creative” or “promo.” PDF: Stands for “portable document format.” A PDF can be easily viewed and printed on any type of computer. It makes it possible for anyone to download and use documents created by specialized software without having to buy and install anything special. PDF files are compact and easily downloaded over the internet. Premiums: These are the special gifts you use to entice your prospect to make a purchase. They can be special reports, gadgets or just about anything with a perceived value. Promotion: Another name for your creative piece. Also called a “promo.” RAE: This stands for “return address envelope.” It’s the envelope that requires the customer to pay his own postage. In other words, it’s not a “BRE.” Results: The day of reckoning for a copywriter. After your package mails — usually around day 21 — your client is able to read the package performance. If your test beats the control, you’re the WINNER (you’ve got the new control)! Retainer: A set amount of money guaranteed for your copywriting services. A client retains you to write various copy and agrees

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to pay you one lump sum instead of per project. Royalty: What you’re paid when you create a control. Royalty arrangements are negotiated in advance of starting your project. The arrangements can differ but usually you’re paid on a “cents per name.” For example: If your royalty is “3 c/n,” that means you get 3 cents for every piece mailed. So a 100,000 piece mailing generates a $3,000 royalty check! Slim Jim: An anorexic magalog. Usually 6x10, 28-36 pages long. These are more popular now because they qualify for postal discounts. Tabloid: A super-sized magalog. Size runs 10x12. Average length is 16-24 pages. Be careful of going under 16 pages — it may be too “floppy” to meet postal standards. Test: This is what your new promo is considered. If it beats the control, then your test becomes the new control. USP: Unique Selling Proposition. This is the main reason your product exists. It differentiates it from any other product on the market.

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CHAPTER 12

The Back Cover — a.k.a. the “Other Headline” I write mostly for magalogs, tabloids, digests and slim jim designs. None of my clients are currently mailing a traditional #10 envelope anymore. So when you’re writing for these formats, you’ve got to remember two very important things: 1.

You need TWO powerful headlines — one for the front and the other for the back.

2.

Your back cover is equally if not MORE important than your front cover.

Here’s why: Think about when you receive your mail. Usually the mailman will treat the largest piece of mail as a jacket and insert all the smaller mail pieces inside. That large piece is usually my tabloid or magalog! So when the prospect receives his mail, what’s the first thing he sees? If you guessed the BACK of the promo — give yourself a gold star! Also, where is the address label located? Again — it’s the BACK cover. So the likelihood is very high that your prospect will see your back cover well before he sees the front. That’s why your back cover headline may be even more important than the front. If you don’t GRAB him with that headline — he may never flip the promo over to read your awesome front cover headline! So make sure to pay attention to your back cover copy. I like to use lots of bullets in my back covers. I’m hoping that at least ONE of those bullets can grab the eye of my prospect. Adding in authoritative sources to support my

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bullets gives my copy even bigger BANG! For example:

Other times, I like to use a heavy testimonial back cover. I’m hoping my prospect can relate to these short stories and want to learn more:

Sometimes a simple in-your-face headline is all you need to get your message across. Here’s the copy I used for my control for a Sun Chlorella USA product. It mailed for over 4 years:

Please read immediately: URGENT HEALTH ADVISORY FOR YOUR NEIGHBORHOOD That’s it. Short, sweet, and it worked!

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CHAPTER 13

Which One Won? The Power of Testing Covers! I hate putting all my eggs in one basket! If I had my way, I’d have a dozen baskets with one egg in each! That’s how I feel about testing covers. It absolutely BAFFLES me that a client will shell out $25,000 in up front copywriting fees... another $10,000 or more for design... and yet another $20,000 or more in mailing costs to test ONE version of a new package! INSANE! Not to mention it puts a lot of pressure on a copywriter! The smarter and saner approach is to hedge your bet. How? With cover tests! Two of the absolute BEST companies who capitalize on cover tests are Health Resources and True Health. And man, it’s paid off for them in spades! Their marketing guru, Dave Tomsick once told me that testing covers gives you a chance to get 2 or even 3 controls AT ONE TIME! That’s a smart way of thinking in my opinion! Cover tests are nothing more than changing the front cover of the package to create a new look. This can be just a design change or a headline and copy change. In either case, it just makes sense to give the package at least 2 or more shots of succeeding! And no matter how smart I think I am... or how brilliant my clients are — the truth is: We don’t always know what’s going to work!

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At best, we’re making an educated guess that the message will resonate with the market. I’ve seen cover tests give a package 20%... 35%... and even more than a 66% lift in response. Other folks tell me cover tests have given them more than 100% response. Man, that’s HUGE! Why take the chance at picking the WRONG cover to test? Make it part of the marketing plan to test at least 2 covers with every new package! Bottom line: My clients who do this get more winners, more often! For example: When I launched the Liver & Kidney project, we tested 3 very different looks for the package. One was a cartoon of a tired liver. The other was a testimonial lead and the third was a low-key design that said: “Urgent Message” with a list of prescription drugs. So, which one won?

Before I give you the answer, let me tell you this: My favorite was the cartoon. If I had to pick only one to test, it would’ve been that one. Others in the company liked the testimonial cover. No one was thrilled with the boring, low-key urgent notice version. In fact, one marketing expert called it “a waste of a test.”

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Which One Won?

The winner? You guessed it! The low-key urgent notice version beat ‘em all! Get my point? If the client had just tested the one I loved the most — I would’ve had an okay package. But the alternative cover test gave me enough of a lift to declare my package a success right off the bat! A successful launch — Yeeha! Did we stop there? No way! You NEVER stop testing! So the designer, Lori Haller and I worked on another idea I had. Since this one was more expensive to execute, the client wanted to wait until he was certain he had a control. So we took the current “Urgent” list of drugs control and tested against this idea:

vs.

The results? Liver face guy SPANKED the control! Here’s the lesson to remember: Just because you have a strong control doesn’t mean you stop testing! Now the client has 2 covers he can rotate

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to keep the package fresh in the mail. And that package is still going strong after 2 years! Ok, what about these test covers? Which one won?

This time my 2 favorites were “When You Poop” and “Unclog Your Colon” but the clear cut winner was... “When Your Intestines Go From...” See what I mean? Don’t try to figure out your market. Put a variety of cover tests in front of them and they’ll decide for you! Either way, as the copywriter, you WIN! Headlines and cover tests are so important, I’m writing an entire book about them! It’s called “Which One Won? How to Write Kick-Butt Headlines and Boost Response.” It’ll be available on my website around February 2008.

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CHAPTER 14

Crits — How to Suck It Up and Take ‘em! Ok, so you’ve slaved on your promo and you’re convinced you’ve nailed all the selling points... focused on the USP... written compelling copy... delivered a killer headline... wrapped up the sale with a can’t say NO offer. Now you’ve got to turn your baby over to the client to get their comments and CRITS. Then you’ll wait days... weeks... and yes, sometimes MONTHS before you hear back from the client. And finally you get their comments. How do you handle their crits? If you’ve got a smart client, they’ll remember they hired YOU as the professional. It’s your job to write the best copy for the product. So hopefully, the client won’t spend time rewriting your copy. Instead, the client should give you an overview of their comments. Then they can point to specifics in the copy where they have concerns.

Also, the client will bring up red flags in your copy: Words you can’t say because of legal issues! For example, I just finished a project on a nutritional supplement for folks with diabetes. But I wasn’t allowed to use the word “diabetes” in the entire promo! Over or under promising! The client may ask you to tone down strong promises or beef up other areas in the copy. Missing the mark! The client may feel you haven’t properly captured the USP of the product or the spokesperson. Or they may want you to exploit an additional angle or direction. Copy length! If your copy is too long — it may cause problems with printing and mailing costs. If it’s too short, you may be missing out on opportunities to sell the product!

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During the Crit Process — Stay Open to Suggestions — but Don’t Just Roll Over and Take it! Most of my clients provide insightful and beneficial crits. And I usually try to incorporate them in the next draft. However, there are times when the client is completely off base. What do I do then? Tell ‘em so. But be nice about it. If I disagree with a crit, I’ll tell the client why and I’ll offer to “revisit” the area of concern in the copy. But if I still don’t agree with it — I won’t make the change. Why? Because I’m held responsible for the package. Nothing burns me up more than when a client butchers my copy and then I get a call that says, “Your package didn’t work.” My reply is, “That wasn’t MY package! MY package was left on the cutting room floor. That was YOUR package.” And because I take full responsibility for my work — I have to stay in control of the entire process — including the crits!

Legal Crits — a Necessary Evil in Our Biz! Every package I write must go through the company’s legal department. Legal crits protect the client. However, some attorneys fancy themselves as copywriters. They want to rewrite the package. Don’t let ‘em do it! I wouldn’t go to my attorney and offer legal counsel — so I don’t want an attorney providing copywriting services. Here’s what to do instead: Make sure the attorney identifies the problem area in your copy. Then YOU rewrite the copy to make it compliant. For example, in one promotion, I listed a bunch of benefits of the product. The attorney hit the roof and said I couldn’t make these outlandish claims.

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He wanted to delete the entire section. Here’s what got his feathers riled up: Discover the amazing nutrient that can:

Restore blood sugar levels — in record time! Put an end to energy drain! Rev up your love life! Turn back the age clock — by 10... 20... even 30 years or more! Etc…

By adding one qualifying word before the list of bullets, my copy became compliant: Discover the amazing nutrient that can help:

Restore blood sugar levels — in record time! Put an end to energy drain! Rev up your love life! Turn back the age clock — by 10... 20... even 30 years or more! Etc…

See what I mean? Stay in control of your copy! There are times when I do cross the line and go overboard with my claims. If the client is not comfortable with the copy, I make the changes. Period. It’s his company. And he makes the final decision. I can find a way to sell the product without having the FDA or FTC breathing down our necks!

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My Notes: What I’ve Learned So Far...

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CHAPTER 15

Wrap Up! So now you’ve gone through my entire process for creating a kick-butt control. I told you it’s not rocket science! But it is making sure you use key elements to boost your odds of delivering a winning promo.

If You’re Already Working on a Promo... ... take it out and compare it to what I’ve just showed you. Have you written a killer headline? If not, go back to Chapter 1 and try my approach — it’ll strengthen a weak headline or help you create a stronger and more powerful one! What about your proof elements — are you removing all doubt from your prospect’s mind? Are you convincing him this is the BEST thing he can do today? Did you show him how others — just like him — have made the decision to try your product and they’re living better because of it? If not, go back to Chapter 6 and rev up your testimonials and other proof elements! Are you giving your back cover just as much attention as your front cover? You better! The truth is: Your prospect will most likely see your BACK cover before they read your front headline — that’s why that back copy is CRITICAL! Go back to Chapter 12 and make sure you’re delivering TWO headlines in every promo!

And if You’re a Newbie... ... I hope you’re feeling pretty darn empowered right now!

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You hold in your hands the key to becoming a successful copywriter! Just follow my lead — and you can create your first winning promo — and when you do — I expect you to do this one simple thing... Let me know about it! I LOVE SUCCESS STORIES! And if you’re following my lead — you’re going to be one of them VERY soon! So make sure you send me an email at [email protected] and let me know about it! Remember — you’ve got the potential to become a future megastar copywriter. Hey, everybody had to get their start some place, right? Now, it’s your turn to shine! Here’s to creating success your way!

Carline Anglade-Cole

You Can Do IT!

P.S. Ok, I couldn’t resist — I used to be a pom pom girl in high school! But it’s true — you really can succeed at writing a kick-butt promo. You’re holding a winning formula right in this book — USE IT TODAY!

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SPECIAL BONUS CHAPTER!

How I Became an Information Publisher in Less than 7 Days — and You Can Too! Isn’t the internet phenomenal? Where else can you come up with an idea and turn it into a thriving business in just hours! I’ve heard of people making tens and hundreds of thousands of dollars from their internet businesses — but to be honest, I never thought it could be me. That is — until October 17, 2007 at 8:47 a.m. when I got a call from Bob Bly. That’s when my entire business life changed! Here’s what happened... I’ve been a freelance copywriter for almost a decade and I’ve written many packages for companies like Healthy Directions, Health Resources, True Health, Boardroom, Rodale, Weiss, Oxmoor House, NatureCity and Sun Chlorella USA — to name a few. And quite honestly... ... the money’s been “berry berry goo 2 me.” But my job does have one limitation: I can only write so many packages a year. And I’m still working in the “dollars for hours” formula. I wanted to take my business to another level — maybe write a book. The first person that came to mind was the only copywriter I knew who’d written over 70 books. So I sent Bob Bly this email on October 17, 2007 at 8:18 a.m.: Hiya Bob, Hope you’re doing great!

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I’d like to write a book about copywriting but I haven’t got a clue how to start. So, I thought I’d ask the master for advice. Any help you could give me would be appreciated. For example, should I find a publisher — if so who? Should I self-publish — if so how? Do you even recommend putting out yet another book on copywriting? Thanks for your help! Carline I was hoping Bob would make time to respond to my email... But I got something better — much better! In less than a half hour, my phone rang. It was Bob! We talked for about 25 minutes and in that short time, he not only convinced me to launch an information publishing business — he showed me how to do it! We talked about packaging my existing material... developing special reports to create a mailing list... writing e-Books instead of conventional books... and the nuts and bolts that go into a basic information publishing business. By the way, this is all the great stuff Bob writes about in his books and courses! And you can find out more about them to get your business started too. Just go to: http://www.ctcpublishing.net/cmd.php?af=685973 I started off the conversation having no idea what to do — but when I got off the phone — I was PUMPED and ready to roll! And in less than 7 days — I was in the information publishing business. Here’s the time line: Day 1: Idea for internet marketing business sparked by Bob Bly. Day 2: Started working on Phase I — Create a free gift to capture email addresses. I’d been getting lots of requests on how I write magalogs from my website. So, I decided this would be a perfect free gift. I started

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working on a report called How to Write Magalogs, Tabloids and Other Monster Promos. Day 3: Brought my web designer, Lynnette Taylor in on my plans. I’m a techno-phobe — in other words, I’m really scared of the internet. But four months ago, I met Lynnette. She’s a web designer and stay-at-home mom. Lynnette got me up in cyberspace in just one week (and her price was very reasonable — it cost me about $600 bucks from soup to nuts!) If you’re interested in Lynnette’s services, you can contact her at: www.taylormadesolutions-4u.com. She’s been managing my site ever since. So, I put Lynnette to work to set up the software to capture email addresses and create my e-Store. Day 4: Came up with not one — but FOUR ideas for e-Books! The first one took me 4 hours to assemble. Hired a junior writer to edit the copy for me. Moved on to creating my 2nd e-Book idea. Day 5: Finalized the special report (including design). Halfway finished the 2nd e-Book. Made final choices on companies to capture email addresses. Tested all the new material on a temporary website to make sure all bugs and kinks were out. Day 6: Launch date! Website with new promo is live. Phase I now complete. Moved on to Phase II: Provide services that produce a profit! Goal is to have 1st e-Book available for purchase within 14 days. Second e-Book two weeks after that! Why am I taking so long? Well, I do have a REAL copywriting job to do, too!

I Can’t Believe I’ve Actually Started a Business in Less than 7 Days! When I became a freelancer, I thought copywriting was the EASIEST way to start a business. All I needed was a computer, phone and clients! Now, I’ve learned another simple way: Creating an internet publishing business! My free report is capturing email addresses and folks are finding my site

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from all over the country. In fact, I’ve gotten subscribers from 29 different countries including: Argentina... Afghanistan... Australia... Belgium... Canada... China... Cyprus... Dominican Republic... Great Britain... Jamaica... Kazakhstan... Malaysia... Mexico... Norway... Saudi Arabia and South Africa, to name just a few! Knowing I’ve got an “international flair” is sparking all kinds of ideas and projects to offer these folks! If you’re already a business owner, take a few minutes and do this: Think about how you can repackage any existing products and turn them into special reports and e-Books to sell on the internet. You could be creating an easy stream of passive income in no time flat!

So How am I Doing with My New Internet Business? Well, Phase I is well into gear picking up new customers with the 26-page FREE special report, How to Write Magalogs, Tabloids and Other Monster Promos I offer on my site. So far, I’ve got over 300 new names. My goal is to get aggressive at promoting the site starting in January 08. How? By writing more articles for The Total Package, Bob Bly’s newsletter, AWAI and other folks in the copywriting field. Phase II kicked in December 1st. My web designer Lynnette handled all the technical, behind the scenes stuff needed to get my e-Store active. We launched the e-Store with my first book, How to Write Kick-Butt Copy: Straight Talk from a Million-Dollar Copywriter. I also used a “Coming Soon” teaser for my second book, Anatomy of a Kick-Butt Control: How to Create a Winning Promo from Start to Finish. How did I create 2 books in just a few short weeks? I’ve been writing for years. I had a gold mine of info just sitting in my computer! I just needed to spend a few days to reorganize my stuff and discovered I had enough valuable info to create 4 e-books! I’m currently working on the 3rd e-book which shows you how to write killer headlines. And I plan to have the 4th one — a little black book of classified copywriting secrets completed within 30 days!

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Plus, I created a special “Control Depot” to help copywriters find successful controls to study and learn from. I put up 15 of my crème de la creme controls — all available with a click of a button! Simple? You bet!

Imagine How I Felt When the FIRST Order Came In! I wasn’t expecting to generate any revenue until I started promoting the e-books to my mailing list. So can you imagine how I felt when I turned on my computer and got a notice that I had not one – but 4 new orders! Wow — I made money in my sleep! In all honesty, I don’t have a clue how much revenue my site will generate. But I already know my site is benefiting me in 5 ways: #1. I’m creating passive income! Whatever revenue I generate will not require any additional work from me! Once I recoup my initial, small investment in getting the site up, all the rest of the income is pure gravy! #2. My e-Store is open 24-hours a day! But I don’t need to hire any employees or night managers! When people want to order – they can do it without any input from me! #3. I can add products whenever I want — or I can do nothing! The choice is mine! No deadlines, no rush jobs, no worries! #4. I’m getting out of the “dollars for hours” trap! Even though I make a hefty hourly rate — I now have another source of income that doesn’t require more than a few hours a month of my time. If I see this venture is worth my while — I’ll put more time into it. If not, I won’t. The choice is mine!

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#5. I’m creating instant credibility and prestige! Now on my resume, I can add “author of 4 books.” People take notice of it — and are willing to pay for that experience. Who knows — I may even increase my copywriting fee! Now it’s time for you to get started! Information publishing isn’t rocket science. It’s a roll up your sleeve and DO IT kinda thang! If you’ve got an idea you think you can sell — get a quick and dirty website up and running. In no time flat you’ll know if you’ve got a winner! Just try it — you’ve got nothing to lose — and a potential new career waiting to take off! Here’s to Creating Success Your Way,

Carline Anglade-Cole Cole Marketing Solutions P.S. Ok, take a look at the pages of my actual website. You can follow this simple format to set up your own information publishing business. Notice how I highlight each product. Plus, I include testimonials on the e-store to help customers feel confident in their purchase. And last but not least — make sure you offer a solid and believable guarantee! That’s all I did – and you can too:

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SPECIAL GIFT OFFER! A $39.95 value — yours FREE!

With “Anatomy of a Kick-Butt Control,” you’ve got all the tools you need to start writing your next winning promo. But don’t stop there... Get MORE copywriting secrets when you go to my website: www.carlinecole.com! Order any of my e-books — and you’ll get a special bonus gift — valued at $39.95 — absolutely FREE! So now’s the time to stock up on copywriting e-books... special reports... and even full blown samples of my kick-butt controls! This offer is available for a LIMITED TIME ONLY so don’t miss out! Go to www.carlinecole.com right now and get your FREE gift! Yes — it’s that simple!

Carline Anglade-Cole writes multi-year controls in the alternative health field for clients including Healthy Directions, Health Resources, True Health, Soundview Publications and Sun Chlorella USA. She also provides phone consultations and “mini-boot camps.” Put her 20 years of direct mail experience in mailing list strategies, new product development and creating kick-butt controls to work for your company! Contact Carline directly by visiting her website at www.carlinecole.com.

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