Make Your Words Sell PDF

Make Your Words Sell!
Look at any e-biz Web site.
Take away the words.
Could it sell without the words?
Nope.
Now take away the graphics.
Could a no-graphics site sell?
Sure.
...
Time to focus on something that gets sales...
Words
All you have to do now is...
Write to sell!
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Foreword
By Ken Evoy, President of SiteSell.com
“Words are loaded pistols.”

-- Jean-Paul Sartre
Selling software on the Net? A service? Infoproducts? Million dollar cables for
suspension bridges? If you want to sell more...
Use the right words. Words sell, not graphics.
Sure, graphics set the stage. After all, even written pearls can’t make a garish,
amateurish-looking site sell. But the right words can certainly overcome the
handicap of a so-so look-and-feel. And the wrong words will destroy even the
most expensive, professional-looking site.
While words “rule,” e-businesses continue to pour most of their dollars and time
into graphic issues like “look and feel.” Why?
Maybe it’s just too tough to write words that sell.
Perhaps it’s too hard to find people who can do it.
Or could it be that most folks simply don’t know how to write for the Net? Or they
think that short blogs (http://blogorbuild.sitesell.com/) are easier to do.
It’s actually not difficult. I suspected that what people really lacked was a do-able
approach. And so, the idea for this book was born.
For months, I could not find a copywriter who truly “got the Net.” One who
understood how to meld words with the Net. One who understood how to
convert a visitor into a customer. And then...
... Along came Joe Robson.
I first met Joe when he wrote a review article about SiteSell’s first book, “Make
Your Site Sell!.” Actually, it was more than a review. It was an entire tutorial. He
used our SiteSell site (http://www.sitesell.com/) as the subject matter for a lesson
about how to sell on the Net.
It was brilliant. He saw into every technique we used. He caught every

important persuasive technique. Every tiny nuance. Basically, he undressed
me... in a nice kind of way.
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Only one kind of person can do that. Someone who truly understands the Net-
selling process. Someone who understands how to persuade visitors to become
customers. That’s Joe Robson.
I followed Joe’s work for a while, on his site (http://www.adcopywriting.com/) and

in his newsletter (“Copywriters’ Digest”). His writing was fresh and spoke to me.
Original insights. A man who clearly “got it.”
I could resist no longer. I asked if he would co-write this book with me. He
enthusiastically agreed. Boy, did he agree!...
He immersed himself for eight months.
We would brainstorm and revise periodically. Then he would squirrel himself

away for weeks, feverishly re-writing. Suddenly, a manuscript would turn up in
my e-mail. I'd tear it apart with Joe, add a bunch of new ideas, and then...
We'd repeat the whole brainstorm-squirrel-manuscript cycle... over and over

again.
Finally, eight months later... it was done. Simple. Clean. Clear. Effective.
Written from the ground up, created solely to show you how to e-persuade... how
to write to sell on the Net.
MYWS! is loaded with original and powerful concepts. But here’s my favorite, the
guts of the entire book...
Its original SWAT?-it-to-death method guarantees that your copy will sell.
“SWAT?” virtually forces you to pull the strongest sales-getting benefits out of
your product and onto your visitor’s monitor. Study and use it... because if you
do, your sales copy will almost write itself.
And really, that’s all there is to it. You already know how to persuade people.
This book shows you how to do it on the Net. In other words, it shows you how
to...
P.S. Don’t even begin to think in your head... “I’m not a writer.” Hemingway was
a writer. You don’t need to be -- better if you’re not! MYWS! does not turn you
into a writer... just an effective e-persuader.
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1. Introduction
“Sales Copy that doesn’t SELL should carry a Government health warning!”
-- Joe Robson, Copywriter
Hello...
... I’m Joe Robson.
Let’s talk about you and how you will benefit from what I believe to be the most
innovative and most practical book you will find on writing Web copy for your
business.
Make Your Words Sell! took 8 months to write...
And 30 years to research!
Hey, I know the Internet hasn’t been in existence that long! But that’s how long
I’ve been making my living as a salesman, direct marketer, and copywriter, both
on and off the Web. And MYWS! is not just about writing copy…
It’s about writing Copy to SELL!
And, boy, is there a difference! Think of it this way...
Would you be a better carpenter if your tutor had spent his working life with
callused hands, selling his own creations? Or would advice from a book, written
by someone who’d merely studied carpentry, serve you better?
It’s the little things that make the big difference so we are constantly told.
Military strategists tell us no matter how well planned a military campaign is, its
success depends on the nitty-gritty experience of the soldiers on the ground.
And so it is in copywriting -- the little difference being practical experience of what
works and what doesn’t work.
And this experience is often the only difference between miserable failure and
unqualified success. Sometimes phenomenal success.
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MYWS! shows you copywriting techniques and concepts which do/do not work
on the Web, and fully explains why! It reveals a method of writing your Web copy
for your specific product, aimed at your specific customers.
And MYWS! goes way beyond theory. After you graduate from “the classroom”...
You and I are going into business together! We’ll write copy for a fictional
business. Together, we will use the SWAT? technique. This technique allows
inexperienced writers to create Web sales copy that will astound you.
No matter what you may read on the Internet, writing persuasive and sales-
generating Web copy cannot be learned in a few minutes. There is no magic
pill to help you produce professional copy at the drop of a hat.
I don’t care what anyone says to the contrary! If there was, professional
copywriters the world over couldn’t command the high fees they presently enjoy.
But if you’re prepared to commit to doing this process, if you involve yourself in
the techniques detailed in MYWS!... I promise you will very quickly produce Web
copy a hundred times more successful than your present efforts.
And with a little practice you’ll be writing sales copy that is so successful you’ll
wonder how on earth you managed before MYWS!
Ok, enough of the motivational stuff!
Let’s get down to it…
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2. Why Most Web Copy Fails

“Words are, of course, the most powerful drug used by mankind.”
-- Rudyard Kipling
Did you ever see a headline that absolutely demands attention? A headline that
shouts “Hey look, this is for you”? Or even one that quietly seduces you with an
irresistible promise?
And have you ever read a “how-to” article on writing sales copy and thought,
“Yeah that makes sense... Now I know how to do it!”
Time for the honesty bit.
Have you also suffered the frustrating reality of not being able to write the same
kind of persuasive sales copy to match your business?
And have you ever tried writing Web copy using similar words and phrases
you’ve read in someone else’s successful copy? Only to suffer the pain and
disappointment of watching your sales results refuse to improve?
How many times have you shook your head in despair, desperately wondering
what to try next? Agonizing, isn’t it? In fact, it’s enough to make a...
... grown man weep!
You can see what others have done (http://case-studies.sitesell.com/). You think
you “get it.” But when you come to put pen to paper (or finger to keyboard) it
never seems to work out quite the same.
Why is that?
After all, you know your business inside out and upside down. You have more
passion about your product than any other person alive. You just know the
people out there will love it.
And yet... well, for some reason your words just downright refuse to get your
excitement and passion across to your readers. At least, not enough to get them
to buy.
You ask yourself...
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2.1. Why, Why, Why?

Why doesn’t that same passion and excitement jump out from your copy?
After all…
... you read articles on how persuasive headlines are supposed to

be written. You study examples of good Web copy that seem so simply written.
You are convinced you could do the same.
And you use the “hot words” like “free,” and “now,” and “you,” which are
supposed to drive customers to your order page.
So what’s wrong? Just what the heck’s going on here? Why doesn’t your copy
ring the cash register?
Well, there’s something you need to understand...
You simply haven’t been shown why that piece of successful copy was written in
that particular way. It may have worked brilliantly for a Widget manufacturer but
it would have failed miserably to impress prospects for your Search Engine
service.
Secondly, you have never been shown why certain words will motivate your
readers into buying. Or why other equally persuasive words are guaranteed to
leave them unmoved and totally disinterested.
But most importantly, you haven’t been shown how to...
2.2. Think Like Your Customer

Please consider this carefully. It’s the key to all successful sales copy. Bar none!
When you saw that eye-catching headline which you thought would be ideal for
your business, the use of those particular words and phrases may have seemed
obvious to you.
But...
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You didn’t know the thinking behind them. You didn’t realize it became
successful because it appealed to a specific customer in a specifically targeted
market.
And the answer to writing sales copy that will motivate your reader into buying
from you is that you have to understand her mindset.
To achieve that, you have to learn to...
2.3. Dance With Your Customer

“Sorry... did you say dance?”
Yes! You see, writing successful copy is pretty much like learning to dance with
a new partner. You know the right steps because you probably picked them up
from someone else and managed to... well... “get around.”
But to create a partnership that’s beneficial to both of you, you have to discover
what she wants from you. And to do that, you have to figure out how she thinks.
Until you understand how your new partner thinks, you keep making mistakes
and stepping on toes.
But once you learn what makes her tick, it’s a whole different ballroom game. At
that point, you know which moves to make to suit her specific needs. And you
can anticipate exactly what she wants you to do. So you both move…
... in perfect harmony.
When you can anticipate her every move and understand why she wants to
move that way, you understand her mindset.
Hey, let’s get off this dance floor and back to the real world!
Writing successful sales copy requires more than the sprinkling of a few
miraculous “power words” into a detailed description of your product.
Just like a dancer, you have to plan one step ahead of your reader and answer
her questions and objections before they arise.
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You need to know how she thinks so you can inspire her with phrases that
motivate her into responding the way you both want.
And once you know how to do that, you can talk to her on her level. You can
identify what she really wants.
You can answer her questions. And solve her problem.
By knowing which moves to make, you can guide her smoothly and carefully
along the path you both wish to take...
To your order form.
Joe has hit the single most important factor that separates successful
online companies from failures. If you remember only one thing about
site-selling, it’s this...
Become your customer.
While this book focuses specifically on how to write to sell, becoming your
customer is vital for every aspect of e-commerce...
• developing/positioning products for Net sales

• traffic-building
• order fulfillment
• customer support.
In Make Your Site SELL!, I summarize the entire book with these 6 simple
rules...
1) Feel customer’s needs.

2) Make navigation clear.
3) Load fast.
4) K-I-S-S.
5) Write actively and clearly.
6) Ask for “the order.”
Now let’s push it one step further. Re-read the above 17 words. Think
about them. Notice the last 5 rules/13 words? They all spring from the
first rule…
Feel customer’s needs.
Easy? Nope. It’s natural to lapse back into your own viewpoint.
Remember this... the best way to make your site SELL! is to…
Make Your Customer BUY!
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Become customer-obsessed.
Many copywriters just pound out the same style over and over again.
Bad -- they’re writing for themselves. You’ll do a better job if you become
your customer.
If you get deep, deep inside your customer’s head, you’ll realize that all
the principles outlined here remain the same. But your site will adapt,
depending on who your customer is and on how your customer responds
to the benefits of your product, its price, etc.
Here are a few examples of what might change...
• The look and feel of your site -- A good sales site achieves an
“across the table talk.” Depending on who your customer is, however,
that might be a kitchen table, a laboratory counter, or a Fortune 500
conference table.
• The tone of your copy -- My copy is benefit-focused, always. But if I

was selling my theory of cold fusion to nuclear physicists, the copy would
have a totally different tone than if I was selling a book about how to day
trade to aggressive investors.
• The length of your site -- If you want your visitor to download a free
trial of a relatively cheap piece of shareware, you might even be able to
condense your site to a single page. But if you’re selling $1,000 software,
make the site as long as it needs to be in order to get the sale.
Bottom line?…
Get into your customer’s head. What does she want? What are her
worries? Why won’t she buy? If you become your customer, this
becomes easy to do. It becomes a snap to adapt everything you learn
here. (For example, visit http://retire.sitesell.com/)
To paraphrase Vince Lombardi...
Your customer is not everything... she’s the only thing!
So simple…
It sounds easy, doesn’t it?... “Become your customer.” But it’s the
hardest thing to do. Why? Because you don’t live in their world. So
it’s easy to slip back into yours.
Put a yellow stick’em on your monitor right now...
“Become my customer.”
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2.4. Sales Copy Is Your Web Site Salesman

Consider this.
What do you think makes an average salesman into a successful salesman? Is

it because he gives his prospect lots of product information? Is it because he
uses certain “hot words” like “free” that make his customers fall over themselves
to order?
Or is it because he’s so…
... friendly and likeable? Well, it all helps, of course. Even average
salespeople do that.
No. The real reason for his success is that he has been trained to “read” his
customer. He has learned how to identify exactly what she really wants.
And he knows that her wants may be different to her needs.
For example, she may need a new car for reliable means of transport. But she
may really want a bright red sports coupe and be admired by her friends and
neighbors... as she polishes the gleaming bodywork on her driveway.
So by learning her mindset, he discovers what she really wants. And skillfully
provides it.
You must do the same. Learn your reader’s needs and wants. Then employ
the persuasive talents of your Web site salesman to talk to her on a one-to-one
level.
And close the deal!
2.5. Why Is MYWS! So Unique?

It’s time to explain why MYWS! is so different from any other book you might
have read about Web copywriting. And I really do mean any other book!
Other books usually describe copywriting techniques that are in general use.
Many of them rely heavily on analyzing past successful ads and use them as a
guide to how your ads should be written.
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And most of them concentrate on the mechanics of copywriting -- the types of

power words to use and the structure of how the sales message is put together.
Therein hangs the problem!
Remember our salesman from earlier?
Imagine that he’s just sold a Mercedes to a 50-year-old CEO of a company. He

did it by reading his customer’s mindset and learning what this man wanted... a
comfortable, luxurious, executive auto that would reflect his status in the
business community.
And our salesman’s sales pitch was successful because he offered the CEO
exactly what he wanted.
Now imagine his next customer is a 25-year-old “upwardly mobile” Internet

marketer who’s just sold 100,000 of his latest e-book called “How To Sell
100,000 E-books On The Web.” Our marketer is thinking about treating himself
to a luxury car.
Do you think the salesman would use the same sales pitch as he did with the
CEO? After all, it was very successful. The words were “right” and the
motivational message was perfect.
Of course not. And we both know why...
The product is the same.
The price is the same...
But the needs and wants of the two customers are different!
So our salesman has to read each customer and use a different sales technique.
He then offers a different appeal, or promise, to each individual customer. And
successfully sells to each one.
Even if he’s selling the same product!
So it’s of no help to you whatsoever knowing that this ad’s headline... “They
laughed when I sat down to play the piano” was hugely successful for a piano
lessons course.
Not when you’re selling a keyboard tutorial to 16 year olds!
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That’s because analyzing another writer’s sales winning copy simply explains
why it was successful after it became successful. And it’s so easy to be wise
after the event.
Nor does this approach explain why the same copy won’t achieve the same level
of success, even when written for a similar product.
So I’ll tell you.
The reason is simply that another product -- your product -- may well be used
by...
2.6. The Same Customers In A Different Market

The needs and wants of those customers may well be completely different. Even
though those customers are the same people…
... they may be in a different market!
Confused? I don’t blame you. In fact, I’m getting a little punch drunk myself.
Let’s use a simple example to clarify. Consider this successful headline for a
new family sedan...
Government Research proves the

Falcon Compact is the safest family car in the world
After seeing the success of this ad, another writer uses the same headline to
advertise his kitchens to the same target customer (i.e., middle-income house
owners with families).
Government Research proves that

Cardinal builds the safest kitchens in the world
Same price range. Same target customer. Same headline. But...
Different sales results. Why? Because the ad writer for the car understood his
target customer’s mindset, which was determined by the market. And this
knowledge helped him to promise exactly what his customer wanted, which was
safety for herself and her children.
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But the kitchen ad writer didn’t understand his target customer’s mindset.
Otherwise, he would have known that even though she needed safety in her
kitchen, what she wanted was something more...
Maybe the envy of her friends. Or the satisfaction of being a “modern” woman.
Or the thrill of spending less time toiling every day to keep her out-of-date kitchen
clean and tidy.
So the kitchen ad writer made a major mistake. He made the wrong promise.
Because he didn’t understand what she wanted, he appealed to the wrong
emotion. He simply didn’t understand her mindset.
See how each of these landing pages “speak” to a specific type of business
owner…
http://find.sitesell.com/
That’s why MYWS! will bring you more success in your copywriting than any
other book on this planet. Wanting success is your mindset -- so “your success
through words” is what Ken and I set out to deliver.
Why will it succeed? Because it makes you think like your customer so you can
anticipate exactly what she wants. By the time you finish reading this book, you
will be sick to death of reading the word “mindset.”
But you will never forget it!
MYWS! shows you how to create and develop...
• your own ideas for approaches to the sale

• your own marketing concepts
• your own individual style...
Ideas for sales, marketing concepts, and individual style... all of which you
specifically aim at your distinct customers.
MYWS! teaches you how to write persuasive, sales-generating headlines and

copy that will motivate your specific prospects into buying from you.
It shows you how to write original sales copy, unique to your situation -- rather
than simply writing “second hand” copy, carefully adapted from other writers’
work. In short, you will learn how to become a successful writer of your own
work.
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2.7. Who’s The Best Person To Write Your Copy?

You!
Hands down! You -- the business owner -- are the most ideal person to write
sales copy for your own product or service. Only you have the detailed product
knowledge, the motivation and the burning passionate desire to really get your
message across to your readers.
But the reality is that you probably don’t possess the critical writing skills to
translate your passion into the written word. And the frustrating struggle to put
your emotions onto your Web pages somehow dilutes the message into a…
... screen filled with uninspiring information!
“Hang on. I thought writing sales copy was about using the right words.” Good
point. It is.
But not exclusively. Otherwise academics and creative fiction writers would be
natural copywriters. But they’re not.
So I suppose you’re now wondering...
What does passion have to with it?
Everything! Absolutely everything.
Wait a minute! I’m not advocating you write your sales copy in the back seat of
your car! Let me explain. Can you still recall the moment when you first
described your Internet business idea to your best friend?
Weren’t you…
... excited? Wasn’t your idea filled with bubbling enthusiasm and
emotion?
And remember how you felt when you took your first order? Boy, you thought
you’d found the secret at last!
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Well, that’s the passion I’m talking about. That’s the awesome magic that
compels people to buy from you. And if you could transmit that passion to your
prospects through your sales copy with skillfully crafted words...
If you knew how to think like your readers and re-create that same bubbling,
irresistible enthusiasm on your Web site...
If you only had the skill to choose the right words...
Do you think your sales would improve? You and I both know they would
explode!
2.8. Shhh… Want To Know A Secret?

Most people believe there’s a secret to writing successful sales copy. There is.
But there is only one. The secret is…
There is no secret! There is no mystery about writing persuasive copy.
Just as there is no mystery about the people who write it. Most of them are just
ordinary folk, from ordinary backgrounds. And you thought…
... they were gifted!
Look, we can all write, even if we are not “writers.” Each one of us writes letters,
memos, e-mails, notes. And when you write a note to your spouse or friend? No
big deal. You put your feelings onto paper without a second’s thought to
grammar or structure. And you instinctively know which words to use to fully
express yourself.
Why?
Because you know that person so well, you understand how she thinks. You
know exactly how she will react to the words and phrases you use. So you
choose words which you know will cause the specific reaction you want.
And your message gets across clearly, strongly, and successfully. Without any
misunderstanding, it produces…
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... the very results you wanted!
Yet if you write an e-mail or letter to a stranger, it seems to be a whole different

ball game.
That’s because...
2.9. You Don’t Know Her

You don’t know how she thinks. You have no idea how she will react to your
message. So your thought processes change...
You begin struggling to convey your true feelings. Somehow, the conversation
you have in your head magically dilutes itself into a formalized, stilted series of
words. Devoid of any strong feelings or emotions.
And it’s exactly the same when writing sales copy. Unless you know how to write
for your specific reader, your passion, your emotion, your sales message will
alter and degenerate.
So to learn how to write truly effective and persuasive copy, you have to know
what your reader is thinking. You need to..
2.10. Understand Her Mindset

That’s what a really good Web writer does so successfully.
But it’s not enough just to think like a writer. More importantly, you have to know
how to get inside your reader’s mind and think like her. And, of course, how to
use the right words.
Words that sell.
Motivating, powerful and compelling words. Words that provide your reader with
everything she really wants. Words that inspire and excite your reader to give
you what you want.
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And it’s this irresistible combination of words and mindset that will help you write
sales copy more powerful and infinitely more effective than anything you ever
thought possible.
Think that’s difficult? You’re in for a very sweet surprise. I assure you. It’s
definitely not.
In fact...
2.11. Anyone Can Do It!

And I mean A-N-Y-O-N-E!
It requires no special education. No intimate knowledge of the English language.

And no special talent.
In fact, MYWS! will show you how to write professional, successful sales copy
along with the best of them. You will soon be writing powerful, exciting and
inspiring words that will turn your visitors into prospects, and your prospects into
buyers.
And your sales copy will motivate your buyers to buy, and buy again.
You are about to learn...
1) Why certain words motivate response, and which ones to use to sell your
goods and services.
2) The thinking process behind the creation of Powerful Attention-Grabbing

Headlines. And how to write your own.
3) How to get your creative juices flowing and write motivating order-generating
sales copy unique to your business and appealing to your specific customers.
How are you going to achieve that? After all, you’ve been promised that before,
haven’t you? Of course, you have.
But you weren’t shown the ingenious and shockingly simple copywriting
technique that’s in store for you here in MYWS!.
In fact, you’re about to have your socks blown right off!
So get ready for...
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2.12. The Punch Line

MYWS! is about to show you a unique, never-seen-before copywriting technique.
A technique that is so amazingly simple. Yet so devastatingly effective.
This system, written especially for inexperienced Web copywriters, actually

forces you...
• Experience the mindset of your ideal customer and discover what she really
wants.
• Discover your USP (Unique Selling Proposition... more on this later)
• Reveal dozens -- yes dozens -- of benefits for your product. Benefits that you
never even knew existed.
• Write the most powerful and persuasive headlines specifically for your readers.
This incredibly do-able, and powerful, MYWS! method also...
• Develops riveting sales copy that is absolutely saturated with benefits.

• Sets down sales copy that writes itself!
• Creates an irresistible order form that effortlessly compels your reader to buy.
• Composes the most persuasive e-zine ad you’ve ever written.
And so much more. You’ll hardly believe it! In short, it’s…
2.13. A Remarkably Unique Webwriting Concept

And you’ll absolutely love it!
But first of all, we need to discuss the essential fundamentals of writing for the
Web. It’s pointless trying to run before you can walk.
So hang on tight to the safety rail because I promise you...
You’re in for…
... an exhilarating ride!
Let’s do it…
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The following three chapters cover the basics of copywriting. If

you already know quite a bit about it, read the material quickly, just
to make sure there are no holes in your knowledge. If you’re new
to copywriting, study as if you were in university -- these chapters
will bring you up to speed.
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3. Prep, Prep, And More Prep

“By failing to prepare you are preparing to fail.”
-- Benjamin Franklin
There’s only one way to write Web sales copy... To sell!
No ifs. No buts...
... No maybes. Because there’s no profit in having a product or

service that almost sells!
Selling reminds me of the old saying... being “close” only counts in

horseshoes, hand grenades and dancing. Almost getting the sale
is just not good enough. So stay focused on one thing... get the
sale.
And that’s why you’re reading MYWS!, isn’t it? To discover once and for all how
you can begin writing sales messages that will grab your readers, glue them to
your words and skillfully draw them through to your order page.
And make them feel so good about you and your product that they excitedly click
that magic Buy now button.
I like the way Joe adds “excitedly” in the preceding sentence. Your
customer should not feel manipulated or “sold.” She should want that
product.
One of my favorite business quotes is from Sam Pettengill, an

American congressman from the 1930s…
The successful producer of an article sells it for more than it cost him
to make, and that’s his profit. But the customer buys it only because
it is worth more to him than he pays for it, and that’s his profit. No
one can long make a profit producing anything... unless the
customer makes a profit using it.
How does this apply to copywriting? Good question...
As a copywriter, your job is to persuade and convince your customer

that the product is worth more, far more, than the dollars in her hand.
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As a vendor, your job is to deliver the promise. Keep your end of the
bargain -- don’t use the power of the MYWS! approach to trick people.
Not only is it wrong, but on the Net, you’ll be sorry.
OK then, let’s get down to the meat of MYWS!.
There’s more to writing successful and persuasive sales copy than simply
knowing which words to use and in which order.
A lot more. That’s why it took 8 months to write this book.
Sure, a word is a word is a word. But to know which words to use with maximum
effect you have to know -- really know -- exactly what you’re talking about. But
most importantly…
You need to know to whom you are talking!
You must have experienced the painful and boring phone call from a
telemarketer who was reading from a script. Did it move you? Yeah, to the other
room!
He was using the same words and the same sales message to different
prospects.
If he’d taken the time and trouble to research his prospects by asking the right
questions, he could have addressed their individual needs and wants. And by
tailoring the benefits specifically for each individual person, his success rate
would have been dramatically higher.
It’s OK. You don’t have to telephone every one of your prospects to find out what
makes them tick! But you can get to know them. The degree of success you’ll
achieve will be in direct proportion to the amount of time you put into your
preparation.
So before you write your first word of copy, there are many essential tasks you
must complete...
3.1. Get To Know Your Product

Think you know your product? Of course, you do. You live, breathe and think
about it all day long. I’ll bet you even dream about it!
23
And you never miss a chance to tell everyone you meet about how fantastic it is
and why they should own it. In fact, some of them may have become so bored
with your single topic of conversation that they are beginning to avoid you.
But that doesn’t answer my question. Do you really know…
... your product?
Have you asked your customers which feature or benefit they like the best? Are
they finding uses for it that you hadn’t thought about?
Have you asked a friend to examine it? Or are you so convinced of its
excellence, you don’t believe it’s necessary? Mistake. Big mistake.
And if you’re selling someone else’s product, have you revisited their Web site
recently to check on any changes or improvements? If you haven’t, then you
should. In fact, you must!
Let’s be honest here. Unless you know every single teensy-weensy detail about
your product, you can’t do justice to the copy you write for it. Because as an
expert, your enthusiasm, your passion and your knowledge will shine through in
your sales message and infect your reader. It’s the little things that make the big
difference.
3.2. Get To Know Your Industry

Visit the relevant Web sites that are involved with your industry. Subscribe to
their e-zines and keep abreast of what’s happening around you. Browse the
Amazon.com bookstore and see what’s available. You cannot get too much
information about a subject which you should know inside out.
Strive to become an expert in your field. Even better, strive to be…
... “THE” expert in your field!
Because anything that enhances your knowledge of your industry will help you
write informative and interesting copy that will outsell your competitors.
24
It’s surprising what your reader will see “between the lines” of your sales
message. Just as she will spot an impostor by the shallowness of his
information, she will quickly come to realize that you are the expert she expects
you to be.
And from whom do you think she’ll be more inclined to buy? An amateur or an
expert such as yourself?
3.3. Get To Know Your Competition

Want to stay ahead of your competitors? Then keep a…
... keen eye on them.
The Internet is such a fast-moving creature that new ideas and innovations are
being thrust upon us at a bewildering rate.
So visit your competitors on a regular basis...
• Subscribe to their e-zines and get a “feel” for their business. Read between
the lines.
• Study their sales copy and see which benefits they’re concentrating on. Are
they the same as yours? Are they different from yours? Are they better than
yours?
• What is their USP? Are they promising a benefit that you haven’t spotted?
• Are their prices higher or lower? Are they offering better free bonuses?
• Is their sales copy better or worse than yours?
Only by knowing your competitors, can you strive to offer greater benefits and
write more persuasive sales copy. Becoming an “expert” on your competitors
puts you in a better place to outsell them.
Even if you’re the leader in your field, you must know at all times exactly where
your competitors are and what they’re doing. Just take your eyes off them for a
second and they’ll sneak up on you from behind and steal your market right from
under your nose.
The Site Build It! system includes an advanced market research tool,
known as “Brainstorm It!.” Know right from the start if your
niche/business has strong income-generating potential.
25
Click here for a tour of Brainstorm It! and Site Build It!’s step-by-step
process for building a successful site.
http://videotour.sitesell.com/
3.4. Target Your Market

You can’t be everything to everyone.
Just because your book, “How To Write Successful Web Copy,” is the best that’s
ever been written, don’t assume every Web site owner will want to buy it. They
won’t! Of course, you know they should buy it. And yes, for sure, the vast
majority will benefit from it... if they read and apply what they learn.
But the cold reality is that...
• Some won’t see the need for it, no matter how poor their site copy is.
• Some won’t be able to afford it.
• Many will consider it too expensive or too cheap, no matter what the price.
• Some won’t believe your claims.
• Many will be too lazy to learn a new subject.
• Lots of them will be quite satisfied with their present sales.
Hey, it’s a tough world out there!
So it’s pretty obvious... you have to find the people who are most likely to buy
from you. What’s the point in knocking your brains out trying to sell to 100,000
non-targeted “anybody’s” if only 10 are likely to buy?
You’ll find it much more profitable aiming at a smaller market of 1,000 interested
potential buyers. Your audience is people who need and want what you have to
offer. Once you achieve success with these customers, you can concentrate
your efforts on finding other target markets... different market segments.
With that in mind, let’s...
3.5. Identify Your “Ideal” Customer

Many people don’t seem to realize there’s a difference between their target
market and their…
26
... target customer. Or, as I prefer to call her, their “ideal” customer.
Suppose you have a fantastic book that teaches readers to produce top quality
Web site copywriting. (Too late, I already beat you to it!)
Your potential market could be anyone who writes copy of any kind for their
Internet business. Wow! That’s an awful lot of people. In fact, it covers every
single person with a Web site or an e-zine! Now all you have to do is promote
your book anywhere and everywhere and watch those $millions come pouring in.
Boy, oh boy, if only it were that easy!
Well, it could be that easy, if you were wealthy enough and stupid enough to
spend a fortune on promotion and advertising. And even then your message
would only reach a tiny percentage of the hundreds of millions out there.
Of course, your sales could be high. But your expenditure would be even higher!
And your risk of going broke would be guaranteed!
So you have to study your “potential” market and sift out all the least profitable
areas. Then sift some more. Keep on sifting until…
... you have a few nuggets of pure potential profit!
Of course, you need to know…
3.6. Where Do You Start?

It may sound obvious but there’s no better place than the beginning!
So write down a list of people who you think may benefit from your book... Bill,
Jane, Mom. No, I mean real buying customers. Then select the best market for
your product.
How about...
27
People who want to improve their Internet sales.
People with little or no Web writing skills.
People with writing skills who want to improve and sharpen them.
People who can afford to buy.
People with a strong desire to build their Internet business.
Internet business owners who can’t afford to hire a pro copywriter.
Does this list tell you something? Does it make you ask the question...
Who is your target market?
• Large Internet businesses? Hardly. They have huge budgets so hire the
pros to do their writing.
• Medium-sized companies? Some of them, yes. But many are either...
satisfied with their sales or... they can afford to hire a pro copywriter or... they’re
good writers themselves.
So that leaves us with...
• Small Net business owners
and...
• Startup Internet companies.
So which of these four “types” will be the most likely to buy, and in the greatest
numbers? Yes, you’ve got it...
... Startups and small businesses!
So... now that you know for whom you’re writing, you can craft your sales
message to talk directly to your small Internet business owner. You can set
about getting into her mindset and identifying her specific needs and wants.
You can now write your copy with benefits that she will specifically identify with.
You can highlight benefits that will solve her particular small business problems.
You’re focused. You’re cooking on gas. And you’re also in a much better
position to…
28
3.7. Know Your Customer’s Personality

Obviously, everyone in your target market won’t have the same personality. But
if you gauge the most common personality type, you can speak to your reader in
the language she feels most comfortable with.
For instance...
If you’re selling software, is your ideal customer…
... an experienced techie type?
In that case, he may be interested in facts and the technicalities of how your
software functions. Just give him the facts and he can think it through.
Are you specifically selling to…
... a teenage geek?
He feels comfortable in a laid-back atmosphere. He wants to know the

technicalities but also if it’s “cool.”
Or is your ideal customer…
... a senior business manager?
Adopt a more formal and business-like tone to your language. She knows what
she wants. But she is not to be swayed by the motivational type of appeal more
suited to a self-employed business owner. She needs technical facts and figures
to help her arrive at a logical business decision. That’s what she expects from
her staff, and from you.
Maybe your “ideal” customer is…
29
... a new startup Internet business owner?
Talk to her as one small business owner to another. She needs help, advice,
and someone she can trust. So let her know you understand her problems.
“Talk” as you would to a close friend.
It’s so easy to assume that you are your own best customer.
It’s not only easy... it’s natural. After all, you likely conceived your
own product because of your own circumstances. But that does
not mean that you are your own ideal customer.
Think it through, and you just may find several new markets for
your product... and a better “ideal” customer.
3.8. Identify Your Customer’s Wants

You have read this statement a thousand times or more...
Identify your customer’s needs and satisfy them.
Well, I’m sorry if this confuses you but...
Appealing to your reader’s needs is not enough.
She may need your Search Engine software to create more hits on her Web site.
But she wants the higher standard of living for herself and her family that your
software will generate in extra sales.
She may need your electronic mouse trap in order to create a hygienic
environment for her family to live in. But what she may want, more than anything
else, is to spend less of her life standing on a kitchen chair!
Read the following sentence slowly, then read it again. Because it’s vitally
important to your whole business future!
Emotions influence our buying decisions, and then we use our logic to
justify the purchase.
Your reader may have only seen one mouse in a year. So she may logically
think that $10 for your super-duper mouse trap isn’t justified.
30
But if she became hysterical when she saw that monster in her kitchen, her
emotions would prompt her to buy your killing machine. Then she would logically
justify the purchase by telling herself she’d have a much more hygienic kitchen!
Let’s face it. If we all bought logically, we’d merely buy the basics we need to
sustain us. Food, water and shelter are needs. Luxury apartments, exotic
holidays and a happy family life are wants.
So once you determine your ideal customer’s wants, you can appeal directly to
her emotions.
And yes, you guessed it. Then, and only then, will she buy.
3.9. Isolate Your Product’s Features

Features don’t sell.
Why? Because they appeal to our logic!
Learn how to write persuasive headlines…
... is a feature. And it’s logical that to run a successful Web site you should learn
how to do this.
But…
Learn how to write headlines that will substantially increase your

profits...
... is a benefit. A benefit appeals to your reader’s emotions.
I make absolutely no apologies for laboring on this point. It’s a critical one.
You must be able to separate features from benefits.
Why? Because it’s the benefit to your customer, and the way you present it to
your customer that will make or break your business.
A car’s small 1600 cc engine is a feature of the product. But the $1,000 a year
savings in fuel costs is a benefit to the customer.
So you can see that a benefit is a direct, or sometimes indirect, result of a

feature. And even though most people think they know the difference...
They don’t.
31
Because so many Web site owners have not yet grasped this important concept,
most Internet sites do nothing more than present a list of information!
And what is information? Just a long, boring set of features that don’t even
remotely interest us. That’s why no-one buys from them!
Remember one of Isaac Newton’s “Laws of Motion”?...
“For every action there is an equal and opposite reaction.” This is an irrefutable
law of nature that cannot be changed.
Well, one of Joe Robson’s “Laws of Copywriting” states that...
“For every feature there are one or more benefits.” And this is an equally
irrefutable law of marketing!
Your customer gets benefits from the features of your product. So before you
can make a list of benefits, you need a complete list of product features.
Examine your product from every angle. If it’s a book, read it again. You wrote
the book? That’s even more reason to read it again. But this time search for
features, and write them down immediately.
Then...
3.10. Turn Your Features Into Benefits

CAUTION! You are now entering an area of MYWS! that is hazardous to your
financial health if you miss the point. The next three sections are that
important!
The only reason your visitor reads your sales message is to find out what’s in it
for her. And the best way to tell her that is with a list of benefits that will help her
get what she wants.
Features won’t do it.
Creative and entertaining writing won’t do it. And the fact that your Gizmo is the
fastest selling item on the Web won’t do it. That’s a great feature but... so what?
Only benefits that will specifically solve her problem and give her what she
wants will do it. So every one of your features must be presented as a benefit to
her.
32
And how do you turn features into benefits?
Like this…
3.11. Apply The So What? Technique

Here’s a simple feature... “It folds flat.”
“So...
... What?”
“It saves valuable space in your kitchen.”
That’s a benefit!
Or how about…
Feature... “It automatically sorts your e-mail.”
“So what?”
“It gives you an extra 30 minutes a day to spend on your Internet business.”
That’s a benefit!
Later in the book, we take the awesome power of this incredibly simple technique
to a completely new level! And you will use it to produce unbelievable results.
Staggeringly successful results.
And I really do mean staggeringly successful!
In fact, I will show you how to apply the So What? technique in such a unique
way that it will actually “force” you to write the most powerful and persuasive
sales copy of your life.
Sales copy you never thought you could ever possibly write!
33
3.12. Identify Your USP

Your Unique Selling Proposition (USP) is the single, most important asset you
possess. It answers the heart-breaking questions that every one of your readers
ask...
“Why should I buy from you?”
“What can you offer me that your competitors can’t?”
Let’s use the following snippet (from Peapod) to show you how So What?
works...
Convenience, pure and simple
• Shop anytime, night or day.

• Choose your delivery time -- any day of the week.
• No more trips to the grocery store. No more checkout
lanes. No more lugging groceries.
OK, take the above and ask yourself, “So What?”
“Shopping fits into your schedule, not vice-versa.”
Better. But... So what?
“Because you have better things to do with your time.”
BINGO! There’s no “So what?” to that one. It’s the essence of the shopping
experience…
So now let’s rephrase “Work when you must and play when you want”…
• Tired of losing time for the old “travel-push-checkout-lug-travel-lug” routine?

• Whenever you have 10 minutes free, day or night, “click-and-pick” at
Peapod.
• Then just tell us when you want them.
• Because you have better things to do with your time.
It’s all about benefits, not features. Keep asking “So What?” and you can’t
miss.
34
Joe is absolutely right. People continuously confuse benefits with

features. It is so critical for you to completely understand a benefit and, in
turn, the benefits of your products.
Let me strengthen that a bit... if you can’t convert product features into
customer benefits, you’re doomed to write bad copy. The good news is…
Joe’s So What? technique is the single most brilliant way that I’ve ever
seen to force you to realize what the benefits are as opposed to what the
features are of your product.
I’m going to give away a bit more of Joe’s So What? technique now, so
you can keep it in mind (he elaborates upon So What? below).
Don’t just ask yourself “So What?” about a feature once. Take the
answer and ask yourself “So What?” about that response. Keep doing
this until you crystallize that feature into the most important benefit of your
products. Keep asking “So What?” until the question stops making
sense.
Think I’m over-stressing the importance of this? Nope. Most companies

mistake features for benefits over and over again. Why? Because they
design features into the product.
But they don’t experience the benefits... the customers do.
And the customers want the benefits, not the features. You know the old
saying... “Customers don’t want quarter-inch drill bits... they want quarter-
inch holes.”
So you simply must deliver benefits, not features. Don’t confuse the two,
like most sites do.
“Tell me why I should stay here and read your sales message.”
And if you don’t come up with a good reason -- a compelling USP…
... Click!
Because without a USP you are just another face in the crowd. It’s your USP
that sets you apart from your competitors.
35
See Joe’s little mouse up above? You’re going to learn to hate

him. He’s a great reminder of what you must avoid at all costs.
There’s only one click you ultimately want to get...
The click that submits the order.
So watch for Joe’s little mouse... and avoid that click, the one off
your site!
Here kitty, kitty, kitty...
What do you mean you don’t have a USP? Yes you do! Everybody either has
one or they can create one!
And just because your product is the same as lots of others, it doesn’t mean that
you have no USP. You simply haven’t been shown where to find it!
Until now!
Here’s how and where to look...
Think about the benefits of your product and choose the single, most important
benefit that you can offer your reader.
Is it something your competitors offer? If not, great! If they offer something

similar, blend your biggest benefit with some unique aspect that you do offer...
Write down a full description of your personal experience and your company’s
background. Is there something in there that your competitors can’t match?
Perhaps you have a number of years as a personal consultant, advising business

owners on the best uses for your product. Can your competitors claim the same
amount of professional expertise as you?
They can? Hmmmm...
Combine your biggest benefit with something that your competitors haven’t even
thought to offer. For instance, overnight delivery may be a standard feature in
your industry. So it may never be mentioned by you, or by your competitors.
But does your potential customer know? Or is it...
36
... a big secret?
Then reveal it and feature it as your USP.
Are your potato chips “90% Fat-Free?” Or do they only contain “10% Fat” like
the others?
Have 197,450 boxes of your software been sold in 5 months? Or do you simply
tell your reader “It’s the fastest selling program of its type on the market” like the
competition does?
There are countless ways to present you, your product, or your company in a
way that is perceived by your reader to be unique or different.
Your most important benefit does not have to be something that’s actually
different, although that is your first choice! If you’re stuck for a point of true
difference, your USP can be a benefit that appears to be unique in the eyes of
your potential customer!
So you see? You do have a USP. You just haven’t looked hard enough. Relax.
I’ll show you how to do that in more depth in a later chapter. Until then...
Start digging for it now because it’s crucial that you find an outstanding USP.
Get a head start. Write it down. Then compare and see if it meets my criteria
that I discuss later on.
Once you find your USP, thrust it in front of your reader where it’s impossible to
miss. If it’s missed…
... Click!
Now we come to a really exciting section of this chapter. You’re about to learn
something that very few of your competitors ever even consider, let alone apply.
Once you grasp this concept, your sales will soar!
Let’s see how to...
Let me give you a hand, before you reach Joe’s detailed chapter on the
USP...
37
Your Unique Selling Proposition (USP) is your product’s most powerful

benefit, combined with a strong, unique aspect of your business. It
answers that most difficult question…
Why should potential customers buy your product, from your

company?
Here’s how to develop your USP…
First, what are you selling? Write down what your product is and does.
Second, what is the benefit to your customer? What pain does it cure,
or what gain does it provide?
Third, what is unique about your product? About you? What makes you
stand out from the competition? Keep working on this until you can
clearly separate yourself from the field. There must be a convincing
reason for doing business with you, instead of your competitor.
Fourth, summarize the above into one tight, powerful, motivating phrase
that will persuade your customer to do business with you, to trade their
money for the benefits delivered by your product.
As you start to work through the above four steps, you may find this to be
a lot harder than it looks. Don’t blow it off and give up!... You must have a
USP. If it was easy, everyone would have a great USP! Come up with a
tight, sharp USP that SELLS your customer.
There’s a second benefit to this exercise... one for you! It will crystallize
your own vision of what you do! Write your USP down. Keep it firmly
fixed in your mind.
Match your USP to your “ideal” customer’s strongest motivator, either

“pain” or “gain”…
1) Pain -- people feel deprived, almost all in either wealth, health, love, or
happiness. Show people how you help in the area that they are deprived
in. Make it clear that you understand your visitor’s problem and that
you have the cure for her pain or fear of loss.
2) Gain -- stress the single most important positive benefit that you offer
to your customer, in language that she will appreciate.
Bottom line... Boil your product down into a short, sharp benefit-
laden punch. Whether you use “pain” or “gain” will depend on the nature
of your particular product and target market. But, whichever approach
you choose, make it tighter and tighter, sharper and sharper. Hone it
until it’s razor-sharp...
If your USP answers “What’s in it for me?”, you’re halfway to the sale.
38
But if it makes her ask, “Who cares? So what?”… she’s gone.

Actually, if it makes her ask, “So what?”, answer that question! It will
bring you closer to your USP.
Think hard on this and write down your best idea about your USP. Then
keep it nearby until you reach Joe’s USP chapter.
3.13. Experience Your Reader’s Mindset

Giving your reader everything she wants is a whole lot easier if you already
know what she wants. And how do you do that?
Well, you’ve probably been advised on many occasions that you should put
yourself into her shoes. Personally, I find it rather uncomfortable squeezing into
high heels.
So here’s a more practical and extremely more effective way of doing it. In fact,
it’s the only way to really find out what she really wants...
Get inside her mind.
Imagine how she’s feeling as she visits your Web site. What is she looking for?
Why is she there in the first place? Think like her.
Put yourself in her situation, and imagine her reaction to each element of your
sales copy. What’s going through her mind when she reads your headline?
What is she searching for?
You know what she needs, but what does she really want?
And most important of all...
Are you providing it?
Like I said earlier...
Become your customer.
39
3.14. Ready? Set Your MWR

Ken developed the concept of Most Wanted Response (MWR) in his now-
classic Make Your Site SELL!. Since then, you see more and more people using
this simple, descriptive term.
It’s a very complicated concept...
You don’t write a single word, create a single graphic, decide on navigation or
anything else, until you know what you want your customer to do when she
visits your site. In other words...
What do you most want your customer to do?
Decide now, because everything you do from here on in will try to get that
response.
Study Ken’s main Site Build It! sales site…
http://buildit.sitesell.com/
Note how his informative content pulls his visitors smoothly through the
CONTENT TRAFFIC PRESELL MONETIZE process right to the order
page, his MWR.
Finished already? OK, it’s time for…
40
4. Copywriting 101- Getting the Basics Right

“Putting pen to paper lights more fires than matches ever will!”
-- Malcolm Forbes
Every trade, profession, organization and sport has its own set of fundamental
rules. And even though there’s room for innovation and creativity, it’s the “rules”
that hold things together. The most creative and skillful soccer player in the
world still plays within the boundaries of the fundamental rules of the game.
And copywriting is no different. Of course, you’re right…
I shouldn’t use the word “rules” when it comes to copywriting, especially for the
ever-changing Net. Otherwise, we’d have no room for change or progress.
However, it’s important to know that the essential fundamentals of copywriting

have been successfully applied for many decades. The emphasis is on
“successfully.”
Unfortunately, the Internet is saturated with sub-standard and poorly-crafted

sales copy which breaks every one of these “rules.” That’s the very reason why
sales copy like that is so unsuccessful.
The following two chapters (Copywriting 101 and 102) contain the fundamentals
of Netwriting. I pulled together every important copywriting basic that exists.
And then I...
• weeded out “offline rules” that make no sense on the Net

• modified others so that they fire on all online cylinders
• added new “online rules” that Ken and I have discovered.
The fundamentals of good copywriting should not be ignored. By all means, be

creative and stamp your individual identity into your copy.
But until you have a lot of copywriting experience behind you, stick to the tried
and proven copywriting basics. They’re the foundation for what comes later
in this book.
So let’s have a look at these untouchables…
41
4.1. Write Scanner-Friendly Copy

You know, life can be so unkind. You work, sweat, and burn that candle to
produce your devastatingly persuasive site copy. You love it! And without any
doubt, every single visitor is going to hang on every word you write.
But what happens? She scans it!
Sheesh!
With absolutely no regard for your feelings, or your bank balance, she selfishly
skims through your copy looking for something of benefit to her.
Well... she does control the mouse. So like it or not, you must write to be
scanned.
As she skims down your page, she’s looking for an overall snapshot of what you
have to offer her. So design your headline, subheadings, and illustrations to...
• Increase her curiosity.

• Raise her interest, and...
• Retain her attention.
And if she’s interested, she’ll click back to the top and read your message in
detail. You do have a “back to top of page” link, don’t you? Of course, you do.
You’re not one of those people who assume their reader will take the time and
trouble to scroll all the way back up to the top.
You also know that to grab, and retain, your reader’s attention, it’s necessary
that you…
4.2. Write An Opening Headline That Sells

If you understand your reader’s mindset, you’ll know she has one thing on her
mind when she clicks onto your site.
What can this site do for...
... me?
42
Same selfish self-self-self-interest! But you do have to cater to her, if you want
her business. And you only have a couple of brief seconds to catch her eye and
g-r-r-a-b her attention, so present her with a headline that promises her exactly
what she wants.
Absolutely nothing less will do!
And if she’s interested, she may just consider scanning the rest of your copy to
find out how you’re going to do it! She has no sympathy for the time and effort
you’ve put into building your business. She won’t be impressed by a beautifully
crafted logo, in the prime, top-center position on your page.
And remember this... at this point in your site, she has no idea that your unique,
pocket-sized, remote-controlled roto-rooter is everything she is looking for.
Because she’s in a hurry.
Heck, aren’t we all? Think of how you scan a page.
Only an attention-grabbing headline that promises to solve her problem, and give
her what she wants, will slow her down.
Now here’s a staggering statistic to bear in mind...
Up to 80% of your readers will only read your opening headline!
Yes, I know... it’s painful, isn’t it?
80 out of every 100 visitors will read your headline. If it doesn’t grab their
attention in a millisecond…
...Click!
It makes an awful lot of sense, then, to spend 80% of your time and effort in
writing your opening headline. And once you’ve written that eyeball-grabbing
sign post, you have to draw her into your sales message with a...
4.3. Fast Moving Stimulating Introduction

Your introductory paragraph has to flow easily and seamlessly from your
headline. It has to keep your reader’s eyes moving and generate a rhythm.
43
So make it brief. And to the point!
Don’t keep her hanging about by rambling on about... “Welcome to my Web site.
It’s my intention to show you the most amazing... blah, blah, blah.” She ain’t
there to be entertained. If you want to entertain an audience, then get yourself
into show biz!
She wants to know exactly what you have to offer. And, most importantly, what
you have to offer her. Your reader demands to know that now!
Not half way down the page. And certainly not on the next page!
As far as she’s concerned, Blah, Blah means Nah, Nah…
... Click!
So get straight into it!
Once your USP-based opener has pulled your visitor more deeply into your site,
she can get settled for a more prolonged visit. So...
4.4. Identify Yourself

As soon as you feel the moment’s right…
... introduce yourself!
After all, she’s been brought up not to speak to strangers. And that’s exactly
who you are.
But for heaven’s sake, don’t bore her with a “me” message! She ain’t interested.
If your background and expertise are of particular relevance and can reinforce
your message, then it’s important to reassure her that she’s dealing with an
“expert.”
But don’t talk about yourself right at the very beginning. In fact...
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Don’t even talk about you at all. Talk about how you can benefit her because of
your special or unique experience with your product or service.
For instance...
If you’re selling a book on growing prize-winning roses, your personal 20 year

track record in winning rose-growing competitions will add credibility and impact
to your sales message -- if you mention it early in your copy.
But unless you are your USP, don’t introduce yourself too soon. If you are not an
instantly recognizable “big name” in your particular field, don’t jump straight in
with the “I am ...” type of message.
Tell her further down the page.
And if your background can offer no particular benefit to your reader? You
should still introduce yourself with a short one or two line “name and number.”
Why?
Well, no-one likes to do business with a faceless company. We feel much more
comfortable if we know the “face behind the page.”
And introducing yourself to someone you are talking to is... well, just good
manners!
Good point. Brief “credentializing” info, not about you... but about
what you can do for your customer, and why! Otherwise, tuck all
the you stuff into an “About Us” link.
In a month or two, check your log files. You’ll see that few people
care enough to read about you in “About Us.” So don’t force it on
them in your all-important sales copy.
OK. Now let’s look at another important element in writing effective sales copy…
4.5. Use Lots Of Subheadings

Subheadings are widely regarded as tools used by a copywriter to break long
blocks of text into smaller sections. But they are more than that.
They are really mini-headlines. And they should tell your reader what to expect
if she reads the following paragraph.
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Subheadings are also ideal for scanners to quickly grasp the overall theme of
your message as they skim over your sales message. So each subheading must
be carefully crafted to form the frame-work of your scanner’s snapshot.
Take a look at the subheadings in this chapter. Do they tell an overall story?
Do they tell you what to expect if you read the copy?
Do they say what they mean? Or are they clever-but-confusing “plays upon
words”?
Well, I’m glad you agree because I know you’re not reading this chapter for
entertainment. You’re reading it for a purpose -- how it will benefit you. And
clever, cute subheadings will tell you nothing!
However, there is something else.
Subheadings also act as sign posts throughout your copy. If your visitor loses
her bearings somewhere on your page, a subheading is…
... the ideal beacon to guide her back from no-man’s land.
“Clever” sign posts, on the other hand, simply confuse your reader and leave her
so frustrated she will leave your site in a flash. She may get lost, but there is
one thing she will find very easily…
... Click! Argggh! It’s the back button out of your site!
Key point? Use plenty of mini-headlines and lots of time and effort to write them.
Don’t skimp and “make do” because you’ll regret it!
To test the effectiveness of your subheadings, try this exercise...
List your subheadings without any other text. Do they give a thumbnail
sketch of your story by outlining a brief overview of your sales message? And is
your brief overview interesting enough to compel your reader to read your sales
message? If it doesn’t, then carry out the next simple exercise...
Re-write your subheadings until they do!
46
Listing your subheadings without any other text... what a great

idea!
I’ve always spent lots of time crafting my subheadings throughout

the rest of the page. They’re so important, for several reasons...
• divide the copy into “digestible” chunks
• benefit-focused, so they pull the reader through
• great for scannability

But I never really thought about the fact that they could, by
themselves, tell the story!
When you think about it, customers who are mildly interested will,
at a minimum, quickly scroll through your site and read the
subheadings only. If your subheadings tell the story, those who
are interested will settle in to read more.
4.6. Write In Chunks

Look at how this page is laid out. Can you imagine how virtually unreadable it
would be, if it were simply one unbroken piece of copy?
There is absolutely nothing better guaranteed to get your reader scurrying for the
back button, than being greeted with a huge unbroken block of black text.
It looks so intimidating. And it looks so boring!
You’ve seen Web sites and newsletters like that, haven’t you? An endless sea of
unbroken text, stretching from one side of the screen to the other?
Why do they do that?
Don’t they read their own copy when it’s finished?
Even long distance swimmers need a rest now and then. So unless you are
determined to drive your reader straight to your competitors...
• Break your text up into smaller digestible chunks.

• Precede each chunk with a subheading.
47
• Make sure that each chunk covers one particular subject.

• Separate those chunks with plenty of white space.
Remember to write each individual chunk so that even when read in isolation, it
stands on its own merit and makes sense to your reader. This makes it a whole
lot easier to read.
And to scan.
4.7. Start Each Paragraph With A...
... Yes, A BANG!
When your visitor scans, she only reads the first few words of each paragraph.
That means those first words must get straight to the point by describing the
benefit.
So don’t use a sentence like this to start a paragraph that leads into the
benefit...
And one thing you should always be aware of when

running a Home Business is...
She’ll scan this slow-to-start, empty sentence and skip the rest of the paragraph.
End result?
She misses your all-important benefit.
Careful, this seems like a small tip. It’s not.
Even seasoned copywriters make this mistake. Don’t waste time

with a lengthy sentence to start a paragraph. Get to the point! If
only one sentence gets read by your visitor, it’s the first one. And
one more tip in the same vein...
Help her tendency to stop on the first sentence by boldening a

word or two in it. Once you’ve stopped her, and she reads a
benefit that hits home, she’ll slow down and read.
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4.8. Vary The Length Of Paragraphs

A succession of neatly arranged paragraphs may look great to you. It may give
your copy a neat, orderly appearance. And you may well think that it reflects on
your professionalism.
But to your reader, neatness and regimentation spell only one thing... Boredom!
Varying paragraph length prevents monotony. The copy is easier on the eye and
“more fun” to read. As your reader skips quickly from paragraph to paragraph
and from benefit to benefit, it helps stop those scanners…
... no, not those Scanners... her scanning eyes. Uneven

paragraphs stop the eyes from scanning past your copy.
They especially tend to stop on one-line paragraphs. So use one-liners for

important benefits. They can add substantially to the impact of your message.
Really!
A paragraph should never go much past four lines, five tops. Break longer
paragraphs into smaller ones, or use bullets if long lists are involved (discussed
below).
Best advice? Vary the length of your paragraphs and sections into different sized
chunks. Same goes for the components of your paragraphs. Try to...
4.9. Keep Sentences Short

There is no place on the Web for long sentences that seem to go on and on and
give the impression that they will never stop no matter how long it takes to get
the lengthy message across to the reader in the forlorn hope that she will buy
your product.
Sorry...
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There’s no place on the Web for long sentences. Sentences that give the
impression that they will never stop won’t sell! No matter how long they go on.
And remember...
It takes 20% longer to read a computer screen than a printed page. So short
sentences are a lot easier to read. And a lot less tiring for your reader.
Different sentence lengths also substantially reduce the risk of monotony. And
here’s something which can add dramatic impact to your message...
A short sentence!
And while we are on the subject of “easy-on-the eye” text...
4.10. Write In Simple Language

Not because your reader is simple-minded! You are talking to her on a one-to-
one basis so you need to speak in a conversational tone. And in real life we
tend to use simple words to express ourselves.
Think about some government politicians and city hall officials who make
statements to the media. Boy, they sure are…
... “educated,” aren’t they? They make impressive statements like...
“After a long, constructive and deep searching debate, the members of the City
Finance Executive Committee have examined this precarious situation and have
reached the unanimous consensus that the problem is not insurmountable.”
Why can’t they just say...“We’ve found a way to solve the problem.” That’s what
they say to their colleagues, one-on-one.
So that’s exactly how you should “talk” in your sales copy. You have to “speak”
to your reader in ordinary language so that ordinary people can identify with
you.
Most people read at sixth grade level. If you write copy well above that level, you
achieve three things...
1) Many of your potential readers won’t understand what you have to say.
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2) Many will feel alienated because they think you’re “more educated” than
them.
3) And many will believe you’re just showing off.
1, 2, 3... ...Click! ...Click! ...Click!
That doesn’t leave a lot of readers, does it?
It’s uncomfortable sitting upright and reading on a monitor. And

everyone wants to get to the bottom line... fast! So make it as
easy as possible.
Even the smartest folks have to work harder to interpret endless,

polysyllabic sentences. Don’t do that to them.
So write your message in the simple, everyday language that everyone

understands.
Remember the time-honored phrase taught to salespeople the world over...

K.I.S.S.
Keep It Simple Stoopid!
And make sure you...
4.11. Saturate Your Copy With Benefits

The over-riding question on your reader’s mind as she scans through your copy
is...
“What's in this for me?”
She doesn’t want to hear about which awards you have won. Or how long your
company has been exporting gizmos to eastern Mongolia.
So from the headline right through to your order page, tell her how much she will
benefit by using your product. Features are secondary. Interesting, maybe, but
definitely not on her list of priorities.
The only way to keep her glued to your message is to saturate your copy with
benefits.
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Benefits, benefits, benefits! And even more benefits.
There are many things you can overdo when writing your sales copy. But you
can never offer your reader too many benefits! Have I made my point?
A picture may paint a thousand words, but a dozen strong benefits will sell more
product than a hundred features.
As long as you...
4.12. Stick To The Point

Writing sales copy can be an absorbing and satisfying job. Also quite long.
Along the way...
Your inner need to tell your reader everything about you, your company and
your product constantly conflicts with the necessity to keep your copy short,
sharp and customer-focused.
And, unfortunately, it’s far too easy to stray from the over-riding purpose of your
message, which is to sell!
So stick to the…
... point. Or lose your duck, e-r-r-r... reader!
Every word, sentence and paragraph must help to sell. Remember, your reader
is there for two reasons...
1) To learn.
2) To buy.
Before she buys, she must first learn about your product’s benefits. And if your
copy wanders from the point for as much as a moment…
... Click.
So make sure every sentence is sharply focused on...
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... your MWR (Most Wanted Response, ex., she buys your product).
If it’s not, you’ll very quickly achieve... your LWR (Least Wanted Response)…
... Click!
Staying focused, though, doesn’t mean writing a short sales message.

Because...
4.13. Long Copy Outsells Short Copy

But Here’s How To Offer Both
What’s one of the biggest turnoffs for visitors? Having to constantly click through
to another page every few seconds just to continue reading your sales message.
Yet some marketers seem totally obsessed with keeping pages short.
Why?
Because they must have read somewhere that they should keep their pages
short! The gurus say, “Readers get bored with long copy.”
Well to paraphrase Mae West (I think)...
It’s not the length -- it’s what you do with it! In more polite terms...
It’s boring content that bores! Not long content.
Look... Before your reader can make a buying decision she needs three things...
1) Information.
2) Information.
3) More Information.
How else can she make a balanced decision on whether your product is the
one best suited for her? So which action has the greatest chance of breaking
the momentum of the flow of information?...
• Scrolling down a “long” page?
53
OR...
• Being forced to click and wait for a new page to load?
If she’s interested in what you have to offer, and it’s written in a professional way,
she will scroll as far as necessary to learn as much as she possibly can about
it.
But if you haven’t yet hooked her on what you’re offering, which way will she be
inclined to click when she comes to an unnecessary break in the page?...
Forward?
Or backward?
Anyway, is it really so difficult to scroll down a long page?
Take a close look at the 5% of marketers who are really making money on the
Internet. How many of them sadistically force you to click from one page to the
next, every few seconds? That’s right… None!
So why follow slavishly the “herding instinct” of the 95 percenters?
You have to realize that on the Internet, it’s mostly the blind leading the blind.
And in the land of the blind, the one-eyed man is king!
What does this mean for you? Study the techniques of the successful 5% and
ask yourself why they believe that long copy always outsells short copy!
Start your copy at the beginning. Make it as long as possible to get the
sale and then end it. Include it all on one page. Every time you require a
click, you lose a percentage of visitors.
It’s far easier and more natural to continue reading as you scroll a page.
Forcing a link brings progress to a stop -- it creates a decision point. You
will always lose a percentage of visitors at that point, no matter how good
a writer you are.
We put up different pages on our SiteSell sites. Each has a totally

different function. But the basic sales effort is always kept on a single
page. No matter how long it needs to be.
And one last point... while long copy outsells shorter, you don’t have to
decide which to offer. Offer both and let your customer decide. When we
did this, sales increased 25-30%.
http://www.sitesell.com/
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Makes you think, doesn’t it? And here’s something else to think about...
4.14. Jargon Is A Sin

Don’t be a sinner!
An article on writing a great sales letter recently appeared on the Web. Who do
you feel would be interested in learning from it? Well, experienced copywriters,
of course. But the main readership would surely be those wanting to learn how
to write a great sales letter.
Unfortunately, the article was sprinkled with “technical” words like…

“prepositions” and “leaders” and…
...“dangling participles” (ouch!) and...
Well, you’re bored already, aren’t you?
So was I. And, I knew what he was talking about (I think!)…
... Click!
So if he lost my attention, what chance did he have of keeping the attention of his
target audience? An audience who probably thought that before they could learn
how to write a good sales letter, they first had to study for a degree in English!
Well, one thing is for sure. While you are reading this book, I won’t be explaining
why you shouldn’t have “dangling participles.” Whatever they are!
Like I said. Jargon is a sin. Never use it!
Or you’ll end up with more than your participles dangling. Your business, for
example!
And while we’re on the subject of jargon, bear in mind that...

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4.15. Techies Do Not Prefer Technical Copy

Even techies need a break! The only suitable place for technical language is in a
technical journal.
Can you imagine an engineer curling up in front of a log fire, avidly consuming a
book on “The Atomic Structure Of Cyber Dross?” Well, maybe, one or two. But
the vast majority of your readers just won’t be interested. In fact, they’ll run a
mile in the opposite direction!
Did you learn the technicalities of the internal combustion engine…
... before you bought your last car? Did you need to know these
technicalities? Or was it enough to know that the power of its high-tech engine
will be a major benefit the next time you’re pursued by the highway patrol?
And when you download the latest upgrade to your favorite software program,
will you be even remotely interested in the technical specifications and details?
Nah.
All you want to know is how it will specifically help you. Is it faster? Is it easier to
use? Does it crash less often?
Will the benefits outweigh the cost?
And if it’s important that some of your readers see the actual technical details,
then give the majority of your readers a break. List the technical stuff on a
separate “technical details” page where it belongs.
In your sales message, only speak a language that non-techies will feel
comfortable with.
Let me give you a personal example...
A few months ago, I wrote a direct mail package and full-page computer
magazine ads for an international database software development company.
What’s that? Well, I didn’t know either!
It was so technical that it took me a week to translate their existing sales

literature from “techie-speak” into English. Their literature was written by and
aimed at very technically minded people. Computer programmers, in particular.
56
However, I wrote the new sales message in layman’s language. Because I knew
from past experience that even technical people don’t always understand
everything technical.
And tomorrow’s techie is today's newbie.
Sales increased by 400%. I’ll repeat that…
... four hundred percent!
The bottom line is... even techies prefer simple-speak.
Here’s a classic example. It’s an e-zine ad, written by a techie who must think
that the rest of the world is exactly like him...
XYZ Jukebox is integrated digital music-management

software for the home. It combines a CD ripper, MP3
encoder, playlist maker, ID3 tag editor, and media
player in one package. CD audio is digitally extracted
and encoded directly to MP3 format with no intermediary
WAV file, using Xing MPEG encoding technology.
Hmm... I wonder if it would play music CDs on my computer?
My point is that this software might make a great deal of difference to my

lifestyle. If I knew what it was exactly, I might be tempted to buy it!
Remember... even technical people understand plain language!
And they prefer it!
I agree with Joe’s point here, with one proviso. Techies, in general,
are a different personality type. They resist a “sales pitch” rather
vigorously. So while the language should be simple and direct in tone,
the sales effort needs to be a bit more subdued and factual to please
this type of customer.
I rely on dry humor to help lighten up what could easily become a seriously
boring subject. But remember that…
57
4.16. Humor Is A Serious Business

Selling a humorous product? Make ‘em laugh, if you can. But if you’re like the
rest of us, the best thing to do is...
Don’t use humor!
Selling is a deadly serious business. And so is buying. Always remember that

your reader is at your site to do business. Not to be entertained.
The Web is a vast global market place and humor is interpreted differently
by all of us.
For instance...
Bob Hope, in his prime, was an extremely successful comedian. But his jokes
were written by hard-headed writers who took their business very seriously.
And despite his enormous popularity, you can guarantee there were many, many
people with whom he couldn’t even raise a smile!
So if you’re ever tempted to use humor in your advertising materials, bear this in
mind...
People don’t buy from clowns…
...They laugh at them!
4.17. Be Careful With Negative Words

Don’t say No in your headlines or subheadings! It can very easily be misread to
give the exact opposite meaning to that intended.
It’s all to do with the…
... mechanics of reading. Whoa there. This could get very technical!
58
Let’s look at some examples of how it could cost you sales. We are all
interested in that.
Have you ever seen this before?...
“Paris in the the spring is a beautiful city.”
Now go back, and read each individual word again. Most readers miss the
repeated the. I’m not about to go into the technicalities of why. Who cares? It’s
enough to know that our brains sometimes don’t see the same words as our
eyes.
Consider this...
Your reader is probably scanning. Shame on her. Her eyes dart quickly down
through your text, looking for something of interest.
If your subheading reads...
To be a good copywriter requires no education
Then a rapid scanner could easily read it as...
To be a good copywriter requires education
And, who wants to go back to college?…
... Click!
Need I say more?
And that’s not the only reason to avoid negatives...
4.18. Negative Tone = No Sales Zone

Your sales message must create and maintain a positive tone. It needs to uplift
and motivate your reader into buying from you.
Focus on the positives and eliminate the negatives.
Better to be positive like this...
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Hundreds of people just like you have lifted themselves from the low-
income bracket to over $1000 a week by using the Biz-Wiz System.
Than to write a negative message like this...
Are you struggling just to pay your bills on a below average salary? A
low salary, which never even seems to keep pace with today’s rising
inflation?
And do you panic when the mortgage is due?
Then the Biz-Wiz…
OK. You’re about to promise a solution for her problem. And you’ve probably
heard of the pain / gain type of headline.
However, if you overdo the pain, she won’t be around long enough to read about
the gain.
Marketers often address “pain” negatively, throwing it into their

customers’ faces. Bad news. The pain must be felt “between the
lines” of your copy.
Done well, it’s a strong selling approach. But do it negatively, and all
you’ll get is a negative response.
Do her and yourself a favor. Keep your message positive! And be sure to...
4.19. Keep Your Message Hype-Free

Remember what I said about the blind leading the blind? No matter how often
you see it on the Internet...
Hype does not sell! Your reader will see through anything that even smells of
it.
Why do so many marketers use this useless worn-out tactic? It’s almost
natural! They read so many sites like this that they assume the approach must
work. Then they simply…
... squawk the words they’ve heard from everyone else. The
tragedy is that they’re imitating the wrong parrots... er-r-r people.
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They’re the blind, being led by the equally blind 95 percenters who are stumbling
around in the dark. If you choose to imitate someone, then study the techniques
of the successful 5 percenters!
It’s a fact of life... no-one likes to be “sold.” And your reader is no exception!
So if she begins to suspect anything that resembles an over-statement or a half-

truth, she’ll immediately raise her defenses and…
... Click!
There’s a huge difference between hard sell and hype, and we’ll be dealing with
both in more detail in later chapters. But for the moment, it’s enough to know
that hype is a gross overuse of superlatives.
And too many SUPERLATIVES in your BRILLIANT SALES MESSAGE will

produce less of the AMAZING PROFITS you can EASILY GENERATE if you
choose to write FANTASTIC PROFITS MAKING HYPE-FREE Sales Copy for
your MIND BLOWING gizmo!!!!!!
Got the message?
Terrific! Now let’s advance to Copywriting 102…
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5. Copywriting 102 - More Than Just Words

“We are all salesmen every day of our lives.”
-- Charles M. Schwab
Copywriting is not about writing. It’s about selling!
It’s about squeezing every last drop of profit from your marketing by using every
technical and psychological skill that you can muster.
Your sales message is the salesperson, and your words are the means of
delivering that message from your mind right into the head of your customer. To
achieve maximum success, you need to study the psychology of selling, and the
many different ways that the persuasive power of your words can be delivered.
It’s this skillful mix that separates the professionals... from those who just have a
Web site!
Let’s study key non-word issues of great Web copywriting...
5.1. Use Lots Of White Space

A scene destined to send your visitor scurrying to the back button is a
seemingly endless…
... sea of black text. You know what happens if she sees a big,
dense page of text, don’t you?
Yup…
...Click!
The plain truth is that she won’t even attempt to navigate this daunting obstacle
course. She visits your site for information. And she needs to obtain it easily
and quickly. Any hurdles in her way will simply divert her somewhere else.
What’s white space?
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It’s a term used for the empty space between and around your text. Like the
spaces between the paragraphs on this page.
And intelligent use of this effective copywriting tool creates an uncluttered and
easy-to-read site. Use it liberally to break your message into chunks... and then
into even smaller pieces for easier digestion.
First impressions mean everything. And large unbroken blocks of text tell your
visitor that you’re both untidy and unprofessional.
How would you feel if you entered a store to be met by hundreds of identical
brown cartons stacked up high, one on top of the other? Would you even bother
attempting to dig around to find what you want? Or would you immediately turn
on your heels and make a fast exit?
Well, it’s even worse on a Web site. If your visitor is confronted with a mountain
of words, stacked one above the other, she’ll only have one thing to say...
“Let me out of here!”
And she has the same attitude towards graphics because...
5.2. Graphics Must Enhance Your Message

Get one thing absolutely clear in your mind. No matter how many times that you
see them on your Net travels, whirling gizmos don’t sell!
Animated letters jumping into mailboxes don’t infect us with an overwhelming

desire to e-mail you. Except perhaps to complain about your migraine-
inducing…
… revolving banners!
And photographs of your clinically uncluttered executive office are just as boring
to your visitors as they are to your neighbors!
Now it’s true that a picture can paint a thousand words. But only if it supports
and strengthens your sales message!
So if you feel the need to illustrate your Web site then please...
63
Display a picture of…
... your product.
And not…
... your factory.
A photograph of yourself at the side of your opening sentence can help reassure
your visitor, and add to your credibility. But a photo of you and your Lear Jet will
only antagonize her.
And graphics taken straight from your Microsoft Word album have been seen on
every corner of the Web. So don’t use them. They simply give a cheap look
and feel to your layout and distract your reader from the main purpose of your
Web site… your sales message!
And as you already know, large graphics substantially…
... slow down the loading time of your pages.
Try this simple idea to test the true value of your graphics. Delete all the text
from your page! Careful. Got a copy made? OK, now as you look at a “text-
free” page, answer these questions honestly, no matter how attached you’ve
become to those attractive pictures and gizmos...
• Do they tell your visitor anything?

• Do they say something about your product or service?
• Do they do anything to help you achieve your Most Wanted Response?
If you can’t honestly and truthfully say yes, then do yourself and your visitor a
huge favor and kick ‘em off!
And do the same with those fancy fonts. Always...
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5.3. Use A Reader-Friendly Font

No matter how much you love them...
And no matter how pretty you think they look…
have no place on your Web site.
Period! Exclamation mark!
If you’re lucky, your reader will not have your particular font installed on her
computer. So it will default to a simpler font. More on this in a second.
If you want to spec fonts, choose those that you know are stored on most other
computers... like Times, Verdana, Helvetica. That way, you know what your
body copy will look like!
Know why I said, “If you’re lucky” at the start of this section?
Your reader needs to absorb your information as quickly and as comfortably as

she can. But fancy fonts on her computer screen will slow her down to a
standstill. They have to be studied by the brain to figure out what’s being written.
When we read, we don’t examine every letter and build them into a word. We
recognize the shape of complete words, even some groups of words as we skim
over them.
That’s why we don’t spot mistakes in our typing like “Paris in the the spring.” As
our eyes scan the sentence, our memory thinks that it recognizes the whole
phrase and ignores the extra word.
Since fancy fonts are not in general use in reading material, our eyes don’t easily
recognize whole words or phrases. So we have to slow our reading down and
build each word, one by one. In other words... we have to examine every
individual brick…
... before we can see the wall!
THAT’S WHY IT TAKES SO MUCH LONGER TO READ ALL CAPS LIKE THIS.
OUR “GRAY CELLS” HAVE TO SELECT A LOWER GEAR AND SLOWLY
READ EACH WORD ONE AT A TIME.
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After a very short period concentrating on

and ALL CAPS, your reader will tire and lose interest.
And what about the scanners who visit your site? Those heartless creatures
who simply skim through your copy? They won’t be pleased at all because fancy
fonts don’t scan easily. In fact, most scanners find them impossible to read.
And it’s highly likely your visitor is a scanner…
.… Click.
However, your scanner will love you if you...
5.4. Use Black Font On Light Background

What color is your daily newspaper? White? And what color is the text?
Black? And when you see a newspaper ad written with white text against a black
background, is it easier or more difficult to read?
So why...
By all means, use imaginative color schemes to enhance and reinforce the
impact of your sales message... in your graphics!
But only black text on a white or a very pale background should be used for
the text of your sales copy. Anything else is just too uncomfortable, too slow, for
your reader. And she’s the one in control!
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Why should she bother struggling to read your message just because you insist
on satisfying your ego by placing more importance on your creative talents than
her needs?
That may be what you want, but she’s the one with the mouse! So give her what
she wants. Which also means that you must...
5.5. Use Bullets

No matter how much you break your text into digestible pieces, there are
occasions when you have a large chunk of important information to get across to
your reader. This is where…
... bullets come into their own.
Use bullets whenever you find yourself making a comma-separated list. It’s the
best way to do it because it’s easier to read, it scans far more quickly, and the
reader actually absorbs more information.
Whoops! Should have used bullets with that last sentence. Let’s try again. It is
the best way to do it because...
• it’s easier to read

• it scans far more quickly
• the reader actually absorbs more information.
Don’t make your list too long, whatever you do -- 5 bullets maximum on your
Web site. Otherwise, your reader will become restless and skim over them.
If you must display a long bulleted list, then break it with a relevant line or two of
text (like this one) and continue with another list. For example, bullets are
superior because...
• it looks better at first glance, encouraging your visitor to dive in

• they’re more effective than knives
• I’ve run out of reasons.
Since bullets are ideal for scanning, make sure every word counts.
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Here’s another little-known tip the pros use effectively…
5.6. Use A “P.S.”

P.S. is an abbreviation for “Post Script,” which is Latin, which means... Ahem,
enough already. Who cares what it means? It’s what it can do for you that
matters.
In an offline sales letter, a P.S. after the signature is the most read part of the
message, next to the headline. Why? Because we often scan through a
message to see something that may interest us.
We first of all scan the headline and if we are in a hurry or we are only partially
interested, our natural curiosity draws our attention to the end. Because we want
to know who it’s from!
And when we find a persuasive benefit skillfully written in the form of a P.S., we
somehow find ourselves forced to read the whole letter!
Successful copywriters use it effectively to increase response. So try using a

P.S. strategy…
• after your “Best regards” on your autoresponder.

• at the bottom of your newsletter.
• as an introduction to your e-mail signature file.
Put your P.S. into practice. It’s the most under-used Call To Action on the
Internet. Until now, that is!
Make your P.S. effective by restating a benefit, or ideally introducing a new

benefit that you haven’t already covered.
P.S. Here’s a technique that will make your sales response soar...
5.7. Make Your Testimonials Sell!

Testimonials are one of your most productive sales tools.
How come? Well, think about it. What’s the biggest single factor your reader will
look for if she decides your product is just what she wants?
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Your credibility!
• Can she trust you?

• Are you who you say you are?
• Does your product do exactly what you say it will do?
• Will you deliver after she pays her money?
• Will you really give her the after-sales service that you promise?
• Are you just another scam artist?
Hey! How dare she think those things about you!
Overcome these fears and doubts convincingly by telling her what your present
customers have experienced. One really credible testimonial can sell more
product for you than a whole page of well-crafted and professionally written
sales copy.
So regard each testimonial you receive as a…
...100 carat diamond. Don’t hide them away on a separate

testimonials page. Your reader won’t look for them! Instead, look for
imaginative ways to build them into your sales message where they won’t be
missed.
More effective than simply tucking it away on a testimonials page that your
reader has to make a specific effort to click through to, wouldn’t you say?
Testimonials are incredibly persuasive. If you can get your customer to

read a testimonial, you have jumped quite a bit ahead in your sales effort.
And they’re like potato chips -- once you eat one, you want another... and
another.
The keys to an effective testimonial…
1) It makes a specific statement that is a benefit to your visitor,

something your target market understands (“Hey, that’s exactly what I
want!”). The very best ones are real-life success stories from
typical customers -- when others read these, they should think, “Wow!
If I can get the same result, it’s more than worth the price!”
http://case-studies.sitesell.com/
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2) It has an air of believability, because the testimonial is real (NEVER

make up testimonials). Clean up horrible typos or misspellings, but
don’t turn a testimonial into a polished piece. They are much
more believable when they are “real.”
3) They are all verifiable, with URL and e-mail address included. The
key is credibility. Make it impossible for your potential customer to
say, “They probably made it up.”
4) Provide the URL, but don’t do it as a link (unless you open a new
window). You don’t want your visitors to leave your site.
5) And testimonials don’t just mean reviews by happy readers. If you
have a great review from an authority in your field, put it on the site.
The huge credibility will drive sales. Same as if the New York Times
has written an article about you!
Weave testimonials into your sales message. Not only will your reader actually
read them -- they will strengthen your message, increase your credibility and
dramatically improve your sales.
Don’t be a miser by hoarding your gold dust away in the dark. Share!
And here’s another profitable gem...
5.8. Text Links Sell Better Than Banners

Want your reader to click through to another page, or another site? Banners are
the least successful way to achieve that.
Substantially increase your clicks by telling your reader about the benefits she
will receive by clicking through. And offer her a text link to it.
Don’t get me wrong. Banner links have their uses where space is at a premium.
But they have a low click-through rate because they telegraph a buy me signal.
They shout, “Click me and I’ll sell you something.” And we all have a natural
resistance to being sold to.
On the other hand, a strategically placed text link says, “Click me if you’re
interested in learning more about this subject.” It uses words to persuade. And
persuasion is what selling is all about.
In fact, these aren’t the only links that many of your competitors under-use...
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5.9. Make Your Navigation Links Sell!

Your reader won’t click your navigation links just out of curiosity. You have to
give her a good reason. She certainly doesn’t want to wander off into the
unknown!
Yet, most marketers don’t utilize their navigation text to maximum effect.
How many times have you re-visited a Web site and discovered pages that you
never knew existed on your first time around? It wasn’t until you started drilling
down that you suddenly came across the very information you had been looking
for the first time.
On the other hand, how many times have you clicked a link only to arrive…
... at a page you’d already visited from a differently worded

link?
If you have a book to sell, use your text link imaginatively to sell your reader the
benefits of clicking through. Don’t offer her a link that says, “My Book.” Why
should she investigate that? What’s in it for her?
But a link with an intriguing title such as Florida Uncovered -- Free Download will
generate significantly better results.
Speaking of “free,” it’s important to...
5.10. Sell Your Freebies

It’s human nature to assume that something given for free has little value.
How many free e-books have you downloaded and completely forgotten about?
How many of these freebies have you stumbled across in the dark recesses of
your computer? Dozens? Join the club!
Now if you have a freebie to give away, presumably, it’s for a good reason.
Otherwise what’s the point? After all, if it’s not worth having, you’re only harming
yourself.
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A 3 page report consisting of commonly accessed, regurgitated information is an

insult to your visitor. And a guaranteed way to lose a potential buyer.
Your freebie must be of benefit to your reader. Don’t fall into the trap that the
95 percenters fall into. They offer it in a casual manner and practically say... “It’s
free so take it or leave it.”
But what they’re really saying is that it’s not really worth the bother of
downloading it!
The effective approach? Sell your freebie! No, not for money...
Sell the benefit of owning your freebie. Sell the value of its contents and how it
will improve your reader’s lifestyle. Sell the value of owning it with the same
passion you show when selling your pay-for products and services.
If you offer it in a casual way, it will be accepted with the same attitude. And the
same 95 percenters don’t realize that you should also...
5.11. Sell Your E-zine Subs

For the same reasons, sell the benefits of subscribing to your newsletter.
A little box in the top left hand corner whimpering subscribe means nothing. Why
should she subscribe to your e-zine? Just to please you?
After all, there are only 90,000 other e-zine publishers pleading with her. And she
already has too many dropping into her mailbox every day. Why invite even
more e-mail into her life without a good reason?
That’s the key!
Don’t offer a take it or leave it subscription box...
Sell her the benefits of subscribing.
Sell her the idea that by receiving your valuable information, her business will
grow and her lifestyle will improve.
If need be, take her to a separate page and sell the benefits in detail. Build up
her expectations so that she will recognize your name and e-zine title in her e-
mail subject line.
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If you just throw it at her with a take-it-or-leave-it attitude, your subscription rate
will suffer.
The Backup Response

Joe brings us to a bigger issue, the concept of the Backup response. I’ve
summarized a bit from MYSS!, and updated my thinking on this...
For every customer who delivers your MWR, there are 10 who will come
close... then reject your offer. But those 10 will hit your Backup
Response. And ultimately, you have a good chance to convert a good
number of these people into sales.
Develop at least one Backup Response.
Let’s say that your MWR is a direct sale of a $1,000 piece of software.
For every one person who triggers your MWR and buys directly from
the site, there are 10 who waffle, then pass.
Here’s what scares them...
1) What if it’s a scam?

2) What if it doesn’t work?
3) What if they do something with my credit card information?
4) What if it’s OK, but I don’t like it?
5) And so on, and so on, and so on…
Sure, you’ve designed your site to head off these doubts. But... the more
unknown your company and the more expensive your product, the more
likely the customer will still have doubts.
No matter why someone turns down your product, it’s ultimately based on
a lack of trust. Can’t blame people for that. These people want your
product, but they can’t quite jump over the trust hurdle. Don’t lose them.
Find a way to stay in front of them, to gain their trust.
Even if you’re a large, known multi-national, customers can’t reach out

and touch your product. The Web creates a gap that isn’t there in a
conventional retail store.
The less well known you are, and the more expensive your product,
the more important is your backup.
To get your hesitant prospects to finally jump and deliver your MWR, you
must... Set a Backup Response. If your customer does not deliver your
MWR, what’s your Backup Response? What do you want your customer
to do if you don’t get the MWR?
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A good Backup Response must...
1) Deliver a benefit to your visitor at a “no-brainer” price (free is

best).
2) Provide you with the opportunity to remind your customer about you
and your product again.
3) Increase your chances of ultimately getting your MWR.
4) Cost you nothing to make and distribute.
5) Be automatable.
A quality Backup Response Product must contain excellent content.
Here’s why...
• It impresses people with your expertise and ability to deliver. You
build credibility.
• It builds the habit of dealing with you. If it’s a free newsletter, they
don’t cancel their subscription. If it’s a 60 day free trial software, they
use it and become dependent on it -- when the trial times out, they
buy.
• It makes your potential customer like and trust you -- they feel
good about you, confident.
• It develops feelings of obligation. Since they keep getting free,
quality stuff from you, when it comes time to buy, it will be from you,
not a competitor.
Sooner or later, a healthy percentage of those who trigger your Backup
Response will deliver your MWR. Why? It’s because you’re building a
quality, long-term, repeated exposure, one-to-one relationship with your
customer.
When you finally reach your visitor’s comfort level, she buys.
What kind of products fit the above “musts”?…
Digital products! Products like infoproducts (free reports, e-zines),
software trials, teleseminars, dvds, totally free mini-apps that would be of
value and interest to your customer. You get the idea.
One special note about “free stuff”... You've got to sell your free e-
zine! If you think that signing people up for your free e-zine is a no-
brainer, read the following carefully…
Your measly, quick "gimme-your-address-it’s-free" form won’t work.
There’s just too much free stuff on the Net, and people simply don’t need
another free e-zine subscription. You’re not giving away $100 bills, so
you have to sell it!
Review the sales effort for your free e-zine. If you expect people to just give you
their e-mail address, you will be disappointed in the results, especially if your
target market is bombarded with free e-zine offers. Sell your backup response.
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Think of an e-mail address as a form of currency. Now... get paid in that

currency!
5.12. Write Intriguing Joints

No no, I said…
...write ‘em!
Encouraging your reader to click through to another page is one of a Web writer’s
most difficult tasks. You can’t force her to. And if your sales message hasn’t
done its job, she won’t want to anyway!
Even though she may be inclined to click through, she may well decide to
bookmark your site and return later. But so what? Have you looked at your
bookmarks recently? Do you recognize them all?
Offline direct marketers have a similar, but less difficult task. They have to
encourage their sales-letter-reader to turn the page and continue reading.
And the best-known method for this is to finish the page half way through an
interesting sentence. The reader’s curiosity is heightened so that she turns the
page to finish the “plot.” And as a result, continues to read the rest of the
message.
You can achieve a similar action on your Web page. This call to action is
known as a joint.
Now when your visitor reaches the end of a paragraph in your sales copy, an
intriguing subheading encourages her to read the next paragraph, and so on
down the page.
But what do you do when she finally reaches the bottom of your page? You can’t
use a subheading to encourage her to click through to your products page, can
you?
Sure you can!
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In fact, you must -- otherwise you may lose her. But this time you use a joint.
And your joint has to intrigue or tease your reader into clicking through to your
next page.
Products page is not a joint... It’s a back button trigger!
How exactly can you double sales?... is a joint.
Visit our testimonials page... is a turn-off.
Here’s how to be sure Gizmo will work for you... is a joint.
There are many ways to write and use a successful joint on your site. If you
don’t, you risk losing your visitor.
Use your imagination to do everything possible to encourage her to click through

by raising her curiosity…
... and self-interest to a level where she just can’t resist clicking on that
link.
It’s either that, or she clicks the back button!
If you need some inspiration, visit the sites of the 5 percenters and see how they
do it! And while you’re there, discover how to…
5.13. Make Your Guarantee Sell!

You do give a guarantee, don’t you? If you don’t, your sales will suffer big time.
In fact, they’ll never get started.
When writing your copy, the main hurdle is to gain the trust of your reader.
Offering a credible guarantee is essential to building that trust. But for heaven’s
sake, don’t just state that your product is...
Guaranteed for 30 days
Use the benefits of your guarantee to maximum advantage.
• Describe it in your sales message.

• State it in detail, and in bold type, on your order page.
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• Place it in a box or stand it alone in the center of the page.

• Make absolutely certain your reader cannot possibly miss it.
• If it’s for 12 months and your competitors offer 30 days, tell her.
• If it’s for a lifetime, make a huge point of it!
But if it's tucked away, as an afterthought, you may as well forget it. Because
your reader certainly will!
Yet no matter how excited your reader is about your product and your
guarantee…
5.14. You Must Ask For The Order

Do you know why so many people fail as salespeople? Believe it or not, it’s
because they don’t like to ask for the order!
Why? Because no-one enjoys being rejected, either in sales or in their personal
lives.
These salespeople may make the best sales presentation ever and have their
prospect all set up for the close. But they ramble on and on…
... and keep on selling, instead of asking the prospect to buy.

They’re hoping against hope that the prospect will ask if she can buy!
Believe me, it’s true. As any salesperson will tell you... asking for the order and
getting it are the hardest and most important parts of the selling process.
There are many ways to do it. And there are even techie terms for them such as
the assumed close. But I’ll tell you my best and most successful close as a
salesman. When I sense the time is right, I simply look the prospect in the eye
and ask...
“Are you going to buy it?”
Or...
“Have we got a deal?”
Or...
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“When would you like to take delivery?”
Then I shut up!
If she says “Yes,” the sale is made. Here’s what I do next...
• I make the ordering process as quick, seamless, and painless as possible.

• I answer any possible objections such as delivery times, method of payment,
etc., before she asks!
• I’m also acutely aware that at this moment she feels a mixture of excitement
and relief. She is feeling vulnerable because the adrenaline is beginning to ebb
away slightly. So I reassure her, because the tiniest obstacle can undo all the
previous hard work.
And why am I telling you all this?
Always remember that your sales copy is your salesperson. And the fear of
rejection is deeply embedded into our subconscious.
Consider this...
Why does an employee agonize for weeks trying to pick up the courage…
... to ask his boss for a raise? After all, the boss can only say yes, or
no. He can’t kill him (not most bosses, anyway!).
And why would a love-sick teenager be terrified to death about asking the object
of his desire for a date?
It’s caused by the fear of rejection. We all like to be liked!
Whether you are aware of it or not, this psychological fear reveals itself in many
forms. Otherwise, why don’t we complain more about poor service? Or the time
we waste on some poorly-designed Web sites with frustrating navigation?
That’s why so many people just simply don’t like to sell.
Even on a Web site, they don’t want to appear pushy. Selling is somehow
demeaning to them. Let’s face it, salespeople are... well... just a little “in your
face,” aren’t they?
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But to be successful on the Net, you must sell your product. Nothing more,
nothing less.
The best way to do that is simple...
Ask your reader to buy!
Don’t expect your reader to break her neck to buy from you. She won’t. You
have to sell to her. If you ask her to consider making a purchase...
She won’t.
If you don’t tell and show her how to order...
She won’t.
And if you don’t give her a very good reason to order from you now...
She won’t.
Why? Because we all suffer from inertia. It’s human nature to procrastinate.
And when it comes to spending hard-earned cash, your reader is probably
looking for a reason not to buy! No matter how impressed she is by your product.
If you allow her time to think about it, there’s a chance she will never return. Or
she’ll misplace your URL and never find you again. So you must do everything in
your power to persuade her to buy now.
This is your critical call to action, the climax of your whole presentation. The
ordering process has to be as easy and as foolproof as possible.
First, ask for the order!
Don’t make a vague suggestion or pussy-foot around. Simply say to her, “Order
the Gizmo now.”
Then tell her how to order because she may not have done this before. Show
her how to order. And don’t be afraid of “talking down” to her.
Give her different options to order -- toll free phone, fax, check, etc. And if
you’re “selling” a free trial, regard it as a “credit sale” and use exactly the same
selling techniques.
Otherwise the fear of rejection will become a reality…
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... Click!
To persuade her to actually place her order, you have to...
5.15. Reassure, Reassure, Reassure

When was the last time you made a purchase on the Internet? Not just a major
purchase... any purchase. How did you feel just before you pressed the BUY
NOW! button?
A little…
... nervous? Hesitant? Even afraid? Perhaps you went as far as to

ask someone for advice.
It’s OK. You’re not alone. You felt like that because you were entering
unknown territory. After all, you were placing your complete trust in a faceless
individual. Someone who had asked you to give your hard-earned cash to a
stranger!
Well, just think back to that moment and imagine your reader on your order page.
Now you know how she feels as she approaches the dreaded buy button. She
needs reassurance that her decision to buy is the correct one...
• So pile on the reassurance. Before and after the sale.

• Restate the benefits.
• Show her your USP.
• Paint her a mental picture of her improved lifestyle after the purchase.
• Spell out your guarantee.
• Put a Cyber arm round her shoulder and convince her of your honesty and
credibility. Remind her of your testimonials. And how your product had
helped so many other people in her situation.
The Guarantee
Testimonials and guarantees are the two most important “special
techniques” for getting the sale. I’ve summarized a bit from MYSS!, and
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updated my thinking on this for you. Let’s discuss the “perfect

guarantee”…
Remember your potential customer’s mind set? No matter how great you
know your product is, she’s skeptical.
Everyone has bought a bad product at one time or another. So anyone

over the age of 8 has learned to be careful. No one wants to make a
mistake. Especially not an expensive mistake -- the more expensive your
product, the more important is your guarantee.
So let your customer know that you are willing to take the risk for
her -- that’s how much you believe in the product.
Let me repeat -- Take the risk off your visitor’s back and put it all onto
your own shoulders. How? Guarantee your product!
First, let’s talk attitude.
Don’t pitch your guarantee as a “Full Refund If Not Satisfied” or “Money

Back if You’re Not Happy” kind of thing. That’s negative.
Instead, offer “A Free 30-day Trial” or “A Risk-Free Trial Download.” It’s

the same thing, expressed in positive terms.
“Examine it, try it, use it for a full 30 days without risk.” Now you’re
inviting them to try your product. You’re not warning them about it.
Did I say “30 days”? No!…
Make the guarantee as long as practical. Longer trial periods allow

customers to “get used to” your product. You also get inertia working for
you, instead of against you. People forget.
I don’t know about you, but when I see a 30 day guarantee on a product, I
wonder about the product. And when I get it, I am very aware that I only
have 30 days to be sure. So I actually test it and make a decision
immediately.
However, with a one year guarantee, I don’t exactly enter the deadline in
my day planner -- “End of guarantee period -- decide by now, Ken.” No, I
just kind of forget all about it.
I took a subscription to a newsletter that offered a full guarantee for a full

year after subscribing. Each month that I received the newsletter, it
reminded me that it wasn’t very good. However, I put off asking for my
money back -- “I’ll do it later.” After all, don’t you put off unpleasant stuff?
Then guess what? I forget all about it!
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Now, I’m not saying to offer a one year guarantee to reduce refund
requests if you have a bad product. No, just that it’s good business to
offer a one year guarantee. You will get more sales and fewer returns.
It’s the best way to offer your guarantee for your great product.
Your guarantee must be specific, not vague. It must prove your

commitment and confidence.
It must be iron-clad. No weaseling. No ifs, ands, buts, or any legalese...

“Just ask and we’ll refund your money. Period. No questions asked.”
Make your reader think, “Gosh, I’d have to be brain-dead not to try this.
What do I have to lose?”
Whoops! I was just about to wrap this section up when I heard you
worry...
“Geez, I could go broke with people taking advantage of my guarantee.”
Yes, you could... if you have a lousy product.
The fact is that, despite all media indications to the contrary, people are
honest. Give them a good product and they won’t want to punish you.
The few low-lives who take advantage aren’t worth worrying about -- just
honor your commitment.
Don’t make the mistake of stopping when she orders.
Immediately after she buys, e-mail her with the reassurance that her decision
was the right one. Because if you don’t, she may get cold feet and ask for a
refund. It’s called “Buyer’s Remorse,” yet another trait of human nature. Aren’t
we humans complex creatures?
So a few days after the sale, e-mail her with a genuine inquiry. Ask if she’s
happy with it. And if not, why not? Encourage feedback.
Impressed with your interest, she will be ready to add something very valuable to
your sales toolbox...
Her testimonial! And boy can you find a use for that!
Always follow-up in a professional and caring manner. Show a genuine interest

in her and make her feel very special. Because she is! She’s no longer a
visitor... she’s a customer!
Zero or weak follow-up will cost you dearly in missed sales. But an intelligent,
caring and professional follow-up will make extra sales.
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So remember...
The selling doesn’t stop when you get the order!
Phew! We’ve covered almost all of the essential fundamentals... only one labor
of love to complete...
5.16. Cut And Slash

At last. At last. At last! You are…
... done! Your sales message stands proudly on the page.

Bright-eyed, bushy-tailed and raring-to-go. In a few minutes, you can upload
your new Web site, relax, and watch those orders come pouring in.
Get outta that hammock!
There’s still some work to do. And it’s crucial that you don’t duck out of it. No
matter how good you think it is, I can guarantee one thing...
It can be a lot better!
So...
After you’ve finished writing your sales copy, you have to go back over it…
... and butcher everything that doesn’t contribute to your

MWR.
Cut out the verbiage. Slash redundant words, sentences and even whole
paragraphs. “Cut and slash” adds power and persuasion to your message.
It’s so difficult to do this. It can be extremely painful to delete that really clever
phrase you came up with. Or change that really catchy subheading that you
were so proud of. No choice...
Do it! Be ruthless. It’s your livelihood that’s at stake here. Not your ego!
Re-write, re-write, and re-write again, until it’s razor sharp and completely
focused on achieving your MWR.
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Then read it out loud to yourself. Better still, have someone else read it to you.
If it doesn’t sound right...
If she hesitates or stumbles over a word...
If it doesn’t ring true...
Re-write it again!
Successful writing is all about re-writing. So put it away for as long as you can
bear -- the longer the better... 2 days, or 2 weeks, it has to be done.
Then come back to it. Read it with a large red pen in your hand. At this point,
you’ll see that a very strange thing has happened...
It’s different from what you remember! Somehow it’s re-written itself!
Or at least that’s how it appears. Because now it contains lots of redundant

words. And some of those tight sentences have slackened off a bit. Your
headline doesn’t look quite as persuasive as it did before. And some of those
crisp, short paragraphs seem to have grown in size!
Don’t worry. This supernatural event happens to every writer. Fortunately,

there’s a known cure for it. Not an easy one, for sure, but a cure all the same...
Just re-write it again!
Then let it loose on the www… and marvel at how it sells!
Congratulations! You are now an official graduate of Copywriting

101 and 102. Ready for your Masters Degree?...
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6. Write To Fit The Big Picture

“All the world is a store... Every one of us is trying to transfer
an idea from his own head into some other brain.”
-- Arthur Brisbane
Ever check your log files?
People visit you from all over the world... Malta, the Ukraine. Here comes
someone from the U.S.A., followed by Uganda.
And they are not just nationally diverse. Your visitors are men and women, of all
kinds of personalities, mindsets and backgrounds.
How do you write for them all? You can’t.
But you can do two things...
1) Write for your “ideal” customer.

2) Avoid offending everyone else.
The big 3 considerations are...
1) Personality
2) Sex
3) National traits.
Let’s start with personality...
6.1. Adjust To Your Reader’s Personality Type

“There’s nothing as strange as folk.”
- Old English Saying
Copywriting 101 and 102 have established this firmly in your brain... You must
figure out what your customer wants from you -- never assume.
Now just as important...
Don’t ever guess how she will react to your sales message.
Does this sound familiar? “Write your Web copy as if you’re talking to a friend.” It
makes sense. The Internet is a less formal environment than most. However...
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Your friend probably shares a similar personality to you, with similar interests,
opinions and even hobbies. Hey, that’s why you’re friends! As a result, you
already know instinctively how to talk to your friend.
But unless you’re extremely careful, the person you’re speaking to on your Web
site may not find your writing style and tone of voice appealing. In fact, she may
even find it a big turn-off!
Why?
Because we’re all different. We have different needs and wants. We think
differently. Most important of all, we all have different personalities! The
complexities of human nature dictate that of all the people who read your sales
message, no two personalities will be identical.
Who has not experienced the disastrous consequences of a personality clash?

No matter what is said, those two personalities will never see eye-to-eye. No
matter how much they “discuss” the point…
... the chemistry is all wrong!
So it’s reasonable to assume that your unique personality will not be compatible
with all of your potential customers. And if you suffer a personality clash with
these people, your chances of making a sale are...
Zero!
But how can they possibly know your personality, if they never meet you? Ah,
but they do meet you.
Whatever you write on your Web site, your e-mails, your articles or your e-zine,
your personality is imprinted into every word, sentence and phrase.
• Your sales message becomes your voice...

• Your words and phrases can mirror your lifestyle and background...
• Your page layout and design shows your degree of professionalism...
• Your writing style reflects your attitude toward your reader and your business...
• And between the lines, your reader picks up your personality.
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How many times have you visited a Web site and become annoyed with some of
the language used? Words like “my friend” can be a complete turn-off to some
people, yet be perfectly acceptable to others. And even small typos and
grammatical errors can infuriate certain visitors, and be easily forgiven by others.
A casual, laid-back writing style may well endear you to many readers, yet
appear unprofessional and over-friendly to the rest.
In other words, there’s a clash of personalities!
To be successful, you must adapt the personality of your writing to that of your
reader. You have to choose a writing style that avoids too many clashes with
your readers. In short...
You have to talk their language!
How on earth can you write to suit the infinite number of different personalities?
You can’t. But you can write to suit your “ideal” customer’s personality type!
And you’ll be relieved to learn, there are only 4 of them.
To write copy that sells, adapt your writing style to appeal to the dominant
personality type of your target market! And ignore the rest.
One point to remember... you can’t please everyone. But you can plan on
talking the same language as the majority of potential customers in your
targeted group.
Don’t worry, we’re not about to delve into the mysteries of psychology or
academic Freudian analysis! It’s a whole lot easier than it sounds. So let’s look
at some everyday examples of the 4 different personality types.
I’m sure you’ll recognize them…
Read the following four personality types, at least three times.

Absorb this material. Inhale it. Understand it. Learning to write to
the dominant personality type of your target market is one of the
really big keys to writing words that sell.
6.1.1. The Boss

Suppose that you have been successfully using a sophisticated method of
investing in options. You write an e-book revealing your little known, sure-fire
formula and build a Web site to sell it.
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You can’t sell to everyone, and you know that your strategies are beyond the
average investor’s abilities. So you carefully research your potential market and
decide to target the following...
• Professional people with high disposable incomes.

• Bank managers.
• Financial analysts.
• CEOs and senior managers.
• Self-employed stock investors.
Change over. Now, let’s assume you’re an easy-going, laid-back type of person.
You enjoy the company of other people and you mix well. You like to socialize,
and a noisy party is your idea of a fun way to spend an evening.
What do you think would happen if you used your own voice, reflecting your
personality, to open your Web site sales message like this…
Hi Friend,
I’m Harry Jackson and I’m about to let you into a well-
kept secret.
So grab a cup of coffee and sit back because the secrets

I’m about to reveal to you will make you so much profit it
will blow your mind. You’re about to discover how to make a
huge killing in options by applying my secret option
picking formula.
Yours in profits,
Harry
Uh-oh. Here comes that mouse again…
... Click!
Talk about a clash of personalities!
Now I’m not, by any stretch of the imagination, saying your target customer
doesn’t enjoy meeting people, socializing or going to parties. But when you’re
pitching your product on her screen, in her office and in her business
environment, she expects -- no, demands -- you play by her rules.
And a laid back attitude like that does not fit in with her rules of conducting
business. She expects things to be done her way! So whatever you do...
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Don’t invade her personal space. Don’t get too chummy. Be sharp -- make a
professional impression.
Here’s a snapshot of the Boss personality type...
• Strong willed. Thinks she has the answer to everything. Expects results.
• Thrives on challenge. Not afraid of risk. Competitive.
• Decisive. Likes to make things happen. Delegates everything but major
decisions.
• Hates being hustled. Doesn’t need the details. Just give her the pros and cons
and the bottom line.
• Impatient with less able people. Hates sloppiness. Respects efficiency.
Recognize her?
The Boss personality isn’t restricted to people who’ve “arrived” at the top. It’s the
type of personality that helps less senior people to get there! Ambitious decision-
makers who know what they want and how to get it.
So if you’re pitching your sales message to this type of person...
• Avoid even a hint of hype and give her plenty of substantiated facts.
• Speak to her at her level.
• Include the pros and cons. She’ll respect you for it. And...
• Present your offer in a totally professional and business-like manner.
Like this...
Dear Options Investor,
You and I both know there is no proven way to guarantee

profits from speculating in options.
But if you’ll give me just a few minutes of your time, I’ll

show you exactly how I’ve beat this fascinating game.
And I’ll show you how, too.
There are only 500 (audited) copies of this strategy,

because I still take eggs from this golden goose. So
if you are at all interested in options, please read on now...
My name is Harold Jackson, and for the past two years I

have...
A sales message like that speaks her language!
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And when you write the rest of your message, make sure it’s concise and fast-
moving. That’s what she thrives on. Keep up the pace right through to the
climax of your message. If you begin to dawdle or wander from the subject,
she’ll quickly become impatient and leave!
Just read those bulleted points again, and see if the sales message identifies
with each of her personality traits. More importantly, see if it clashes in any way
with her personality. If it does then... Change it!
Now you may still be thinking that in your particular case, it’s difficult to determine
the personality type of your “ideal” customer. Just remember... you can’t sell to
everyone.
Ignore this important element in your marketing and your sales results will never
be as successful as they could be. So examine your chosen target market
exhaustively, and determine the personality type of the greatest number of
possible customers in that market.
For instance, if you’re selling Internet marketing seminar seats at $3,000 per
participant, your target market will consist of many types. Most people, wishing
to build or improve their Internet business, will be interested in such a seminar.
Your “ideal” customer will not just be those who can afford $3,000. The biggest
number of targeted customers will be those who are prepared to spend such a
large amount of money!
Now you can get into the mindset of those people and make a reasonable
assessment of their type of personality. And speak to them in their language!
How about after the sale, you wonder?
If your customer is a different personality type to you, you may lose the sale
soon after... unless you use your knowledge of her mindset to assess her
reaction to her purchase.
This is a dangerous time. She could cancel at any time for a number of
seemingly insignificant reasons.
Wait a minute. The reasons are only insignificant to those marketers who fail to
foresee these problems and don’t take the customer’s personality type into
account...
After The Sale...
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Bearing in mind that the Boss is used to being treated as such, ensure she has a
contact e-mail address or phone number to use for queries and problems.
Make sure they are answered immediately because she expects it! If you don’t,
she’ll take it personally and demand a refund. Then she’ll run straight to your
competitor!
6.1.2. The Empathizer

The Empathizer is easy going, outwardly friendly, and considerate to
others. Being good listeners…
... they make good counselors and teachers, and are at home in
customer service positions.
They don’t like to rock the boat, in case it upsets those around them. And they
prefer being part of a team rather than standing out from the crowd. That’s why
they’re regarded by most as slow, steady and methodical, preferring to
assimilate lots of facts before making a decision.
Here’s a few traits that will help you identify Empathizers and understand their
personality type.
• Prefer stability. Slow to change. Avoid risk-taking.

• Turned off by “hard sell.” Enjoy the friendly sales approach. Respond best to
“soft sell,” low-key sales message.
• Like everything explained in methodical step-by-step detail. Top quality after-
sales support is essential.
• Need to think things over, rather than jumping in. Need lots of reassurance to
help them decide.
• Are loyal customers, preferring to deal with someone who has earned their
trust.
If you’re selling to Empathizers, you’ll achieve best results by employing a

friendly me-to-you sales message. Soft sell is essential as well as offering lots
of reassurance, proven facts, and a strong guarantee. Testimonials will be
welcomed, along with proof of excellent after-sales-service.
You may, however, need to encourage her frequent return in order to assess the
pros and cons. If you have her e-mail address, several low-key, friendly
autoresponders will help make her mind up.
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But once she has purchased from you, she will be a good prospect for long-term
back-end sales, testimonials, and referrals.
So a headline like...
“Ace Bumper Stickers Have Increased My Sales

By 176%,” States Delighted Store Owner
will be more likely to attract her attention than...
These Bumper Stickers Will Explode Your Profits
After The Sale...
Empathizers love consistency, and don’t like change!
Follow-up with a message, asking if everything is up and running

smoothly. They will regard this as a friendly gesture.
A follow-up also gives you the opportunity to help her handle any changes that
her purchase may have caused. This is especially important if you have
persuaded an Empathizer to upgrade or substitute an existing product with yours.
Remember that by being resistant to change, she may have a negative attitude
to your product as soon as she encounters even a minor problem.
So keep in touch!
6.1.3. The Mixer

Mixers usually achieve success as salespeople or entertainers. If your “ideal”
customer is a socializer, the Internet is the perfect place to present your sales
message.
The Mixer likes to be liked, enjoys being part of the crowd, and revels in talking
about his favorite subject…
... himself!
His main characteristics are...
• Expressive. Outgoing. Enthusiastic. Optimistic.

• Interested in new ideas. Thinks “work should be fun.”
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• Prefers a fast pace. Easily bored. Short attention span. Impulsive.

• Enjoys recognition from his friends, his work colleagues and his boss. Enjoys
the status and prestige of owning the newest, latest, most modern, etc...
• Makes decisions based on emotion rather than logic.
In your pitch to a Mixer, your sales copy should be confident and enthusiastic.
He will respond better to a faster-paced message which appeals to his positive
emotions.
Too much detail will bore him but a little, carefully chosen humor will endear you
to him. Write in a warm and informal style. Convince him that you are primarily
interested in him, rather than you.
Focus on the prestige of owning your product and how it will improve his image
and status. He will be impressed by a polished presentation, especially if he is in
the sales profession, and he will be swayed by testimonials from well-known
people or companies.
As a result, he will respond better to polished sales copy like...
Imagine the luxury holidays you could enjoy when you join the
select band of high earners in our MLM company. Maybe you’ll
choose to buy that foreign executive car you’ve always
promised yourself. Or how about an expensive Beach House
overlooking a...
Rather than this...

This high earnings system, gradually perfected over 5 years
of continuous improvement, will enable you to increase your
present income by at least 200%. The extra income you enjoy will
help you buy all the luxuries you and your family deserve.
Compare the Mixer’s list of characteristics above with the two pieces of sales
copy. Judge for yourself which one you believe would appeal most to his
personality type.
After The Sale….
Got the sale? Great! Now head off problems...
The Mixer’s natural tendency toward impulse buying means he’s the most likely
to suffer from Buyer’s Remorse. And if left untreated, Buyer’s Remorse will
quickly degenerate into the fatal condition known as “Gimme-my-money-back.”
Unless you really enjoy giving refunds, take extra steps to reassure this customer
and convince him that he has made the right decision. There are many ways to
do this including…
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Immediately after the sale is made, send an autoresponder e-mail congratulating

him on his decision and reinforcing the benefits he will enjoy from his purchase.
A few days later send another, asking for feedback on your product.
A little while after that, send a third e-mail. First, ask him if he is completely
satisfied and second, for a testimonial. If he gives you one, he’s hardly likely to
ask for a refund two weeks later!
6.1.4. The Ponderer

Ponderers are in their element as engineers, computer programmers,
statisticians and the like. They’re usually regarded as serious, dependable and
somewhat introverted people who thrive...
... on details even in sociable conversations about everyday events!
Sales people find Ponderers particularly difficult. And you can understand why
when you see the Ponderer’s strengths and weaknesses...
• Loves efficiency. Organized and hates disorganization. Cautious and hard-

working.
• Strives for accuracy in themselves and others. Meticulous to a fault.
• Highly logical and thrives on details, details and more details. Plans everything.
Looks at the long-term picture, rather than short-term benefit.
• Makes decisions based on logic -- not emotions.
• Frugal and cost-conscious.
When writing copy for Ponderers, you must know your stuff. If you don’t, they’ll
be onto you in a flash.
They dislike being rushed. So move at a reasonable, leisurely pace, and avoid
verbiage. They’re extremely suspicious of “sales types” so avoid hard sell at all
costs. And make sure your site navigation is up to scratch. Ponderers hate
disorganization of any kind.
Since they base their decisions on logic, present your claims on facts alone.
Emphasize reliability, accuracy, and cost benefits rather than the emotional
benefits of prestige and image.
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Every fact and detail must be backed up with proof or logic, so your price should
be justified in terms of value and cost effectiveness.
The Ponderer is very likely to spot any disadvantages with your product or
service. More to the point, he will specifically look for them. So discuss any
known drawbacks openly and overcome his possible objections on the spot.
Always make it easy for him to obtain more information, such as a FAQ page or
an info@e-mail address. More than likely, he’ll use it.
Sales copy like this will appeal to a Ponderer...
This week, a survey published by Blackman Surveys Inc.

revealed that in January 2000, 35.6 million URLs were not
in use. This compares with 24.7 million in January 1999.
By using the Ace URL Search software, it has been

demonstrated that you can make profits of between $230,000
and $627,000 a year from this unused URL Real Estate. In
fact over...
Whereas this would leave him distinctly unimpressed...
Ace URL Search software can earn you in excess of $600,000

a year by cashing in on the millions of unused URLs available
for FREE. Find just 10 a day and you will make a cool $12,000
clear profit every week!!
If you believe a Ponderer is difficult before the sale...
After The Sale
An effective way to keep your Ponderer happy is to ask him for feedback on your
product’s performance. Ask him for specifics like…
Did it...? How did...? What do you...? And if he highlights a specific problem to
which you may not have an easy answer, he’ll be especially pleased if you simply
ask him...
“What specifically would you like me to do?” More than likely, he will tell you!
Remember when I suggested that you read the four personality types
three times to really absorb the material? Please do. Go back and read
it again... please.
Here’s why this information is so important. When people first meet me,
they expect the Mixer type of personality. In reality, I am far closer to
what Joe calls, the Ponderer... what I would call, the Scientist, a left-
brain-analytical thinker.
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If I were to write copy to please myself, my sites would be substantially

different in style. But I don’t. I write them to appeal to other personality
types. And you should do that, too.
Of course, your copy will be sub-optimal for the other personality types.
Sometimes, I wish I could have a “pre-home” page. It would simply ask...
What personality type are you?
Boss
Empathizer
Mixer
Ponderer
Please select one and then click on ENTER.
Since I can’t, I aim my tone at my ideal customer... friendly, outgoing, not

hype-y.
The only way you can really accomplish the correct perspective for your
site is by knowing your customer.
To understand these four types, think of friends, acquaintances,

customers, colleagues -- categorize them. Think of how you deal with
them... and how you should deal with them.
A good understanding of the four types will help you write effective copy
for your target customer. You have to speak the language of your
customer.
6.2. Don’t Be A Gender Offender

“Standing in the middle of the road is very dangerous:
you get knocked down by traffic from both sides”
-- Margaret Thatcher
The last thing I want to do is enter into a debate on the need for political
correctness. Yet from a writer’s point of view, it can sometimes present
problems.
Simply put...
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Avoid alienating half of your readers and losing half of your customers by staying
away from too much emphasis on either the masculine or feminine. Sometimes,
I admit, this may be easier said than done, especially the “he/she” problem.
Be careful before you reflexively use words like “salesman” or “chairman” -- these
will offend some target markets. But “salesperson” and “chairperson” will offend
others. Choose the term that will be most invisible (i.e., not noticed) to your
target.
If you have trouble coming to terms with a balancing act, whether you’re male or
female, you’re destined to lose a lot of business. And it’s not only your female
readers who will object.
Many of your male readers will feel just as strongly, if the balance is tipped
against them. They will simply click through to another site!
The secret, if there is one, is to create an even balance
6.3. Writing For Women

“The society of women is the element of good manners.”
--Johann Wolfgang von Goethe
Half of all Net users are now women.
Yet for some reason, most male and many female Internet marketers seem
unaware of the enormous consumer power of the female population. Even in
cases where the man wishes to make a purchase, it’s the woman in his life who
will probably make the final decision!
Any car salesperson, for instance, will tell you who makes the final decision
about which model to buy. In 90% of cases, it’s the woman. So the sales pitch is
heavily slanted towards her needs. It’s not about political correctness -- it’s about
business.
Conversely, on the Web, most marketers make no attempt to cater to the specific
needs of their female readers. A big mistake!
True, it’s impossible to write for the whole of the female market (or male, as well).
But it is possible to write your sales copy with the specific needs and wants of
your female readers in mind. And your sales will show the difference.
How powerful are women?
Well, considering they control 75% of all household spending and they own one-
third of businesses in the U.S.A., that’s very powerful.
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So why is it necessary to write sales copy with their needs in mind? Because
their buying habits are different to most men.
Women control the purse strings. The following might be a bit

stereotypical, and it may over-generalize a tad, but this “woman
thumbnail” is useful for guys to keep in mind (women know this stuff --
oops!)...
Women are more people-relationship-oriented than men. They spend

less time on the Net and are more security-and-privacy-conscious.
They’re over-busy with both job and family, so don’t have patience for
complexity and gizmos. They thrive on warm, personal support.
If you give it some thought, you’ll realize how important women are to
your online business.
But don’t “fake it” and pander... if you become your customer, you won’t
have to pretend. It will come naturally. And if it does not come naturally
to some of you guys out there,... good surgeon!
To drive this important point home, we use the feminine pronoun in most
cases when we talk about “the customer” in this book.
Many women are constantly juggling their time between working and looking
after a home. They tend to spend less time surfing around. They are in a hurry
to find what they want. Consequently, they are more interested in the content
and information that you provide than anything else.
With this in mind, make sure your site is gimmick-free and easy to navigate.
Women are more concerned about privacy and security issues than men. And
they’re also less likely to buy because of doubts over security than their male
counterparts.
So place your privacy statement on a prominent part of your page and make a
big issue of how secure your credit transactions are.
Women are much less likely to buy on impulse than a man. They place more
emphasis on whether they can trust the site owner. Relationships are important.
The already identified trend for relationship-building opportunities on the Net will
only become stronger as more and more women go online. Female readers
want to know as much as they can before they make a decision.
Overlooking, or more dangerous still, ignoring the specific needs of your women
readers will simply drive them away to your competitors!
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6.4. Write For The Global Market

“The limits of my language mean the limits of my world.”
-- Ludwig Wittgenstein
The Internet’s biggest benefit is…
... that it offers a global marketplace to sell our wares.
Why then do so many U.S. Web sites direct their sales messages to American
markets? And why are so many UK marketers seemingly hell-bent on ignoring
the fact that “foreigners” do not understand everything British?
What do you mean, “rubbish?”
It’s absolutely true, I’m afraid. The sooner we all wake up to it, the better. We’ve
got to “think without borders” when we sell on the Web.
Let’s start with the three biggies...
6.4.1. Watch Your Language

English is a universal language. But the variations of spelling and grammar can
make a serious impact on the credibility of your business. Unless you’re very
careful.
If English is not your native language and you’re writing to the English-speaking
marketplace, even the occasional error with your grammar can create the
impression that you’re unprofessional. Your visitors don’t know that it’s your
second or third language.
The answer? Ask an American or Brit to read your copy before you publish it.
OK. OK. You can also ask an Australian, a New Zealander, a...
The point is... have your copy proof-read by someone whose native language is
English!
As for spelling, my opinions here may cause you to throw your hands up in
despair, if you live outside of the U.S.A.!
99
American English is widely understood around the world. For example, color is
recognized as an American word. The Brit spelling of colour may be thought of
as a typo by those whose second language is American English.
“Centre” is British and “center” is American and so on. It makes a great deal of
sense to use an American spellchecker when writing your copy. You’re doing
this service for not only American readers, but for readers all around the world.
So swallow your national ego... spell to sell! Which brings us to the thorny
subject of culture...
6.4.2. Avoid A Culture Clash

No-one can write copy…
... to perfectly suit the huge diversity of international cultures.
But you should do your utmost to level the playing field. And just to illustrate the
point, the phrase “level the playing field” may be a totally unfamiliar term to you.
Try to avoid using references to, say, national politicians, sports stars or TV
celebrities. I constantly read references to “Oprah” on U.S. sites. I can only
assume they mean Oprah Winfrey, a household name in the States, who only
appears on daytime TV in the UK. And if I don’t watch daytime TV?...
That’s right -- the whole meaning of the reference is lost!
The same goes for regional humor. Sorry, humor. However you spell it, it’s “iffy.”
You have to be a gifted writer to use it in your sales copy without alienating some
of your readers. But local jokes are deadly -- most readers just won’t get it.
Besides, they visit you to be informed, not entertained. They watch Oprah
Winfrey for that!
Local slang is a no-no if you want to be taken seriously by your potential

customers. Even if they understand it, they’ll judge you unprofessional for using
it. Since your “foreign” readers won’t know what on earth you’re talking about,
why use it at all?
Sometimes I come across a newsletter which ends with “See ya next week,” and
it makes my toes curl (irritates me). Imagine the confusion of a reader who
doesn’t know the meaning of “ya!”
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The Internet is a friendly medium. But you have to know where to draw the line
between being friendly and appearing unprofessional. Or, even worst...
unintelligible!
6.4.3. Translate Very Much Proper

If you decide to translate your sales copy into one or more foreign languages,
this could make a dramatic impact on your sales...
Either positive or negative! Using software to translate your message may

seem like a quick and easy fix. But it could seriously backfire on you.
“Hey, look at this. One click and my whole site is translated into German. Isn’t
that cool?” It’s cool alright. So cool you could catch a bad cold! A robot may
do…
... an acceptable translation of technical data or factual

information. But how can a word-for-word translation of your sales message
possibly retain the passion, feeling and one-to-one relationship you have
worked so hard to instill?
If you do choose to have your site translated, use a human translation service
that employs someone...
• whose first language is the one you wish your copy to be translated into
• who understands what sales copy is all about
• who also has some first-hand knowledge of your type of product or
marketplace.
The right translator could make all the difference. Let’s face it. If it’s not
translated professionally, how can you check it?
OK. Let’s move ahead to the “advanced nitty-gritty”…
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7. Thrive Or Dive With Your USP

“What we see depends mainly on what we look for.”
-- John Lubbock
The question of the hour, day, week, month, of all time...
Why should I buy your product from your company? Which raises more
questions...
What’s the big reason that I should buy your product? What’s the big deal about
your business? In fact, what makes you think anyone should do business with
you?
Steady now, this isn’t as easy to answer as you may think.
What’s that?...
You’ve got a fantastic, planet-changing product? Big deal. So do lots of other

people!
You offer a great service and first class back up? Yeah, yeah. I’ve heard that
one before! So what else is new?
You’ve been in business for 30 years? Hey, don’t make me laugh. So’s my
uncle Jack and he’s almost bankrupt!
What’s that? You’re the top expert…
... in your field?
Fine, but you still haven’t answered my question... “Why should I buy your
product from your company?”
Painful, isn’t it? But so brutally true. And the pain will never subside until you are
brave enough to address this fundamental question. If I come to your Web site...
7.1. What’s In It For Me?

Why should I buy your product when I can just as easily buy from so many other
businesses on the Web? What makes you think that you’re so special? In
fact…
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... why should I even bother?
Now, if you have something that’s truly, totally unique, then I may well be
interested. Assuming, of course, that it will be of benefit to me. And you can
convince me of your honesty, credibility and reliability.
Scratching your head a little? Well that’s a good sign. Many Internet business
owners simply don’t do the hard thinking needed to answer this all-important
question. In fact, they’ve never even thought about it!
They’re struggling, of course, along with the other 95 percenters!
Unfortunately, you probably do not have a product that is truly and totally unique.
You’re not alone. More than likely, you’re in the same position as most other
online businesses. What position?
You’re probably in danger of being suffocated by the abundance of other people

selling similar or even identical products and services to the same targeted
market.
It’s called competition.
That’s life. If there were no competition, we’d all be millionaires!
So how do you persuade your reader to buy from you. How do you convince her
that, if she buys from you, she will be making THE best decision? Do you…
... get rid of the competition? Sorry, we’ve just gone beyond the scope
of this book!
The first thing you absolutely must do is...
7.2. Stand Out From The Crowd

In the seething, tangled mass of the Internet, you must at least appear to be
different. And that difference, whether real or apparent, has to be immediately
noticeable to your reader.
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Not half way down your home page. Not even 30 seconds after she begins
reading your copy but...
Immediately.
How? By identifying your Unique Selling Proposition (USP) and thrusting it up

front for everyone to see.
In fact, you have to make it so obvious to your reader that she can’t miss it. No
matter how distracted or disinterested she may be.
And the most effective way to announce it is...
• In your opening headline

• In your opening paragraph(s)
• In your sales copy
• And in every appropriate spot you can find to place it throughout your Web
site.
•
Because a powerful USP will be the difference between your business
becoming...
• A winner or a has-been...
• A money-spinner or a millstone...
• A champion in the crowd of envious onlookers, or another wannabe.
Because a well-thought out and powerful USP will…
... hurl you above the crowd of the 95 percenters who are all
furiously running nowhere at ground level.
What’s next then?...
7.3. Start Right!

Some key advice for beginning. Prepare yourself properly for this task. The
results of your creation are going to determine the success or failure of your
whole marketing program.
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If you attempt this exercise in a half-hearted manner, you will fail. And your
degree of success will be determined more by your attitude than anything else.
Here’s what to do...
Prepare your mindset so that you’re able to concentrate on nothing else. Sit
down at your desk and clear your mind of all distractions. Switch off your
computer. Kick the dog out of your office. Disconnect the phone, and...
Put pen to paper!
Remember pen and paper? Don’t use a word processor unless your keyboard
and you are “like one.” It will slow you down and interrupt your thinking process.
As you write, leave 2 or 3 spaces between each line of writing. This will make it
a whole lot easier for you to make changes to your “script” when you go back
over it.
OK. Now the first thing you must do is to...
7.4. Analyze Your Product

You know it intimately. And yes, every feature and benefit are firmly ingrained on
your mind.
But if you’re really serious about increasing your business, take the time to
analyze. No matter how familiar you are with your product. Even if it’s a book
you’ve written yourself and the digital ink is still wet, the truth is you’re probably
too close to it to be objective or even critical.
It’s like being married for 10 years. You love your spouse, but somehow you’ve
started taking his good points for granted!
So you must look at your product…
... from a second angle... from your prospective customer’s point

of view.
So...
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• Read through your testimonials and write down the benefits your past
customers have gained.
• Look at the Meta Keywords and Meta Name Description in your Web pages.
You spent a lot of time and effort producing those. Take each word and
expand it into a benefit.
• Add all other benefits that you know of, whether important or minor.
OK, that’s your benefit list. Now do the same for features...
• List every single feature of your product and your business. Yes, your
business, too -- your USP may turn out to be something unique about your
business.
•
Please don’t skimp on your feature list. It’s such a key point to your success that
it’s worth persevering until you have…
... exhausted every single feature you can think of! If need be, fill
one, two or three pages -- however long it takes. Just keep on writing those
features.
Now for the fun. And the hard work. This is what separates the winners from the
losers and you from the competition. You are about to do something that your
competitors have never even thought about...
Consider your product from your customer’s standpoint.
Until now, you have probably been advised to put yourself in your reader’s
shoes. But the drawback with this method is that you’re only guessing. They
are your answers, not your customer’s.
Well, your success is a very serious business. Not a guessing game. So you
are about to do something much, much more productive. Instead of her shoes,
you’re about to get into the opposite end of your customer’s anatomy...
7.5. Get Into Her Mind

“Get into her what?”
Yes I know, it’s spooky, isn’t it? Heck, how do you think…
106
... John Malkovich felt?
Luckily, it’s a whole lot easier than you think.
Just humor me and I’ll show you a neat trick that will have you thinking just like
your prospective customer in two shakes of a copywriter’s begging bowl.
Start by making a list of all the people you know! If that’s a long list, then it
serves you right for being so popular!
Now select from that list the one person who you feel fits the image of your
ideal customer. Picture her there before you…
...half-listening to what you have to say. Because you know her, you
can see her face and hear her actual voice when she speaks to you.
It’s important to forget the milling crowd of other readers out there. It’s just her
and you and no-one else. Concentrate on her.
Now read out each feature and benefit (from your lists above) to her. Imagine
her asking you these questions...
• What will that do for me?

• How will it improve my lifestyle?
• How will I benefit in the long term?
• How will that benefit help my family?
And the cruncher question...
• What’s in it for Me?
Sheesh! What a friend... “me, me, me!” She doesn’t want to talk about you at
all!
107
Let me summarize that barrage of rude questions into a single technique, one
that is guaranteed to reveal some amazingly profitable answers. Read each
feature and benefit to her out loud. For each one, “hear” her asking...
7.6. “So What?”

Then you answer it!
And remember, you’re talking directly to her. Use as many words as it takes to
give a complete and benefit-laden reply. The editing comes later.
For instance, if you read her this feature, your conversation may well go
something like this...
“Miracle Software is 3 times faster than the software you are using now.”
(Satisfied smirk)
She asks, “So what?”
“Ermm... well... you will spend less time promoting your Web site.”
(Know-it-all grin)
“So what?”
“You’ll have more time to spare”

(Incredulous look)
“So what?”
“Well, you’ll have 2 hours more each day to spend with your family.”
“So what?”
“Your children will feel closer to you and remember that you were there for them.”
“So Wh.... great! That’s more like it.”
Can’t ask “So what?” to that, can you? Now that’s a powerful benefit! Write it
down in two places...
• beside the relevant feature that “belongs” to it

• in your overgrowing benefit list.
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See what’s happening here? You’re not guessing her answers. You’re putting
her under the spotlight and...
Interrogating her!
(This was just the beginning of So What?. More on this So What?

technique, called SWAT?, below.)
Hey, don’t stop now. You’re on a roll. Focus on her firmly in your mind’s eye.
Keep thinking like she thinks. Keep pushing the process until it’s impossible for
her to ask you that blasted question!
Now for some hard, but very profitable, work...
Repeat the question and answer process for every feature and every benefit on
both lists. However long it takes. No skimping on this. No cutting corners. No
“making do” with incomplete answers.
Yes, do it for your benefit list, too. The So What? will either...
• make the benefit even stronger, or

• convert what was really a feature into a true benefit.
Like I said... no “making do!”
“Making do” is exactly what your competitors are doing. They are the 95
percent crowd who simply guess what their visitors want. That’s why they
continue to…
... flounder as small fish in the big pond!
Want even more accurate answers? Take this one stage further and actually...
7.7. Interrogate Your Customer

That’s right. Why not dispense with the imagination test. And dispense with your
friend-as-customer. Get real!
Sit down…
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... face-to-face with your customer. Or call her on the

phone. Ask the same So What? question, over and over again. Let her answer
for herself!
That’s if you have the courage, of course. I can promise you will get some
surprising, yet very profitable answers.
After you do this with several customers, you’ll find that your list of benefits has
substantially multiplied. And so has your list of what needs to be improved. You
probably even have a list of new features/benefits that you should add!
Fantastic. Almost there.
Keep in mind that the sole objective of the exercise is to produce as large a list of
benefits as possible. Because...
In order to persuade your reader to buy from you rather than from someone else,
you have to offer... benefits, benefits, and even more benefits. It’s impossible to
offer her too many!
Stick with it and do the very best job you possibly can. From this list, you will
identify your USP.
Believe me, the more work you put into it now, the greater your rewards will be...
“As Ye Sow, So Shall Ye Reap.”
OK. You have a long list of benefits to offer your reader, so now what do you do?
Well, from here on in...
7.8. It Starts Getting Easier

We’re on the “home stretch.” From your So What? list, identify the biggest single
benefit you can possibly offer your potential customer. Examine it from every
angle. Then examine it from where she sits.
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Your customers can help with this part, too. After you’ve asked her
“So What?,” ask two more questions...
1) “What’s the most important thing that our product does for you?”
Ask her to choose the single most important benefit from your list.
2) Why did she choose you and your product? Was there
something unique about either or both?
Keeping your customer firmly in your mind, and with her needs at the forefront of
your thoughts...
Re-write that #1 Benefit several different ways. Incorporate her biggest need
into your benefit. Give her exactly what she wants.
Blend that with what makes you unique. Answer the question, “Why you?”
Now…
... sharpen it. Crystallize it. Hone it to perfection. And

congratulate yourself...
You just identified your USP!
With this one action, you have stepped aside from the mob and hoisted a large
sign above your business. A bright neon sign which will draw your customer
into your copy like a moth…
... to a flame. That flame illuminates the #1 Benefit and the #1

Reason she needs to buy from you!
Just before your finalize your USP, let’s do one last check...
7.9. Give Yourself A Second Opinion

Here’s a little known but very effective way to come up with your product’s
biggest benefit. Ask your customer this question, “If I had supernatural
powers…
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... to grant your wish, what is the greatest single benefit that
you could possibly ask for from this product?”
Write down her answer, no matter how long or detailed it may be. Once again...
Condense it. Crystallize it. Hone it. And voilà!...
A fresh USP! Compare this to the USP you previously came up with.
Is it stronger? Is it weaker? Choose the best USP of the two. Better still,
combine the best points of each into a even stronger USP.
Now you will really stand out from the crowd. And when your visitor reads your
sales copy, she no longer asks that painful question... “Why should I do business
with you?”
Because your compelling answer will be staring her in the face!
What’s that? You wish you could ask that genie to write your USP? Let me
guess... no luck identifying a feature/benefit that sets your product apart, right?
Don’t worry, you’re not alone. That’s always the initial reaction for readers who
have an “undifferentiated” kind of product.
No problem. That just means that it’s time to...
7.10. Get Creative If You’re Not Unique

Let me get this straight. You sell a commodity-kind of product -- tissue paper, or
potatoes, or bread.
Hmmm... at first glance, that’s a problem. Nothing very unique about those
products. After all, bread is bread, right? What can you do to change that?
Create a difference! By that, I mean that you have to find a feature to

differentiate yourself. For example...
Bloggs Bread is free of animal fats ... So is everyone else’s.
Jackson’s Bread... the vegetarian’s choice... That’s a USP.
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But, if all you do is run with this slogan, you’re really just trying to trick a few
folks. But if you decide to enhance your whole product to deliver the most
nutritious, wholesome AND tasty bread ever...
Well, that’s a pretty good start.
If you don’t differentiate a commodity, you’re doomed to play the “low price and
lower profits” game. If you’re selling a commodity, just take a close look around
you.
Odds are that most of your competitors don’t understand the vital importance of a
strong USP. That’s why they’re struggling and fighting with each other to
catch…
... the same fish, in the same pond, with the same bait.
Many competitors who do realize the value of a USP find it too much like hard
work to grapple with the subject. Or they haven’t yet discovered how to identify
their own USP correctly. But you know better than that now, don’t you?
You’re not fishing for customers. So don’t be content to simply dangle a line in
the huge Internet pond and live in hope. Don’t be just another fisherman...
Be an e-persuader.
Be savvy enough to realize that it’s words that bring in the customers -- not the
hype and screaming promises being used by the others as bait. In order to be a
successful e-persuader, you must stand apart from the crowd. And to do that,
you need a powerful and persuasive USP.
Your USP will lift you and your business head and shoulders above the mob, and
bring customers flocking to your order page. Why else would they choose you?
Your USP is the only reason to keep returning to your Web site. It’s the only
motivation that they have to recommend you to their friends and business
colleagues.
And once you identify your USP, you’ll be amazed how much it will help you to
focus on your marketing message, and really sharpen up your sales message.
Which brings me to the next step, where the fun begins...
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7.11. If You’ve Got It, Flaunt It!

Once you’ve identified your USP, condense it into a one or two line sales
message and use it in every piece of copy you write. Display it…
... in everything you do. Never let it escape the attention of

those exposed to your sales materials. You should...
• Integrate it into your logo.

• Make it a prominent feature in all of your advertising.
• Include it in your e-mail and e-zine article sig file.
• Use it in your Web site headlines.
• Use it offline on your business cards, your letter heads and invoices.
In fact, whenever you write anything about your business, make sure your
reader never fails to see it.
Just because your competitors have no USP, it doesn’t mean that it’s difficult to
create one. It’s not! OK, so it’s not something you can achieve in a few
seconds. It may take a day or three.
But it’s the most important contribution you could ever make to the success of
your business. It’s worth the effort. A powerful USP takes imagination, time and
concentration!
Your USP is a benefit that your competitors don’t, can’t or haven’t thought about
offering. And the bigger the benefit, the greater your results.
Bottom line... create the best USP and be recognized! Be successful!
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8. The Powers Of Headlines

“The beginning is the most important part of the work.”
-- Plato
Ever think about why they call ‘em headlines? They are literally lines that head a
body of text.
How important are they? Well, have you ever seen a body without a head? Ken
(wearing his M.D. hat) tells me that they don’t do so well. So...
Master headline-making if you want to “do well” on the Net. You’ll use headlines
everywhere...
• All your Web pages.

• The subjects of your e-mails.
• Your e-zine articles.
• Your e-zine ads, and even...
• Your e-mail signature file.
Obvious? Well, you’d think so. But if it were that obvious, why are so
many…
... headless monsters roaming the Internet?
Your headline is the only device you have to flag down your targeted reader,
grab her attention and start the selling process. Spinning banners won’t do it.
Dancing babies will either bemuse or enrage. Nauseating music certainly won’t
do it.
And your beautifully crafted logo may swell your chest with heart-pulsating pride,
but it will tell your visitor…
... absolutely nothing!
So if you insist on placing your ego-stroking logo in the most prominent place at
the top of your Web page, then go ahead. If you’re totally convinced it will
improve your reader’s quality of life and give her everything she wants, then do it.
115
As long as your name is Google, Microsoft or Yahoo!. If it’s not, tuck a small logo
someplace less prominent (upper left is good). Then make a headline that gets
noticed and that hits home.
If your target customer doesn’t stop to read your headline, she sure as heck
won’t bother to delve into your copy to find out what you have to say. If no-one
bothers to read your sales message, then you’ve simply wasted your time.
Right? Even if you give away $100 bills, she will never read far enough to find
out!
Now it’s no good shaking your head because that, I’m afraid, is the harsh reality
of selling on the Internet.
OK. Let’s find out how your headline can affect the success or failure of your
marketing. And to do that we must return to who you are writing your headline
for...
Your “ideal” customer. The very first thing you must do is…
8.1. Imagine Her Mindset

Fix your visitor firmly in your mind. Yes again... always, actually. She may be
visiting your site from an obscurely described hyperlink. Or she may have
clicked through out of half-hearted curiosity from an e-zine recommendation.
She’s used to being bombarded with exaggerated claims, and over-hyped ads.
She’s been shouted at so much that...
She’s numb to them!
And she certainly hasn’t rushed to visit you absolutely convinced that you have
the very thing she needs. In fact, her mind may well be elsewhere as she waits
for your page to load.
She’s in a hurry and is only prepared to give you a couple of seconds to grab her
attention with something of benefit to her.
So what do you think she’ll do if she’s greeted with your great big logo! Or a
“Welcome to” message followed by a page of dense, unheadlined text? Or an
unfathomable clutter of linking options?
She won’t take the time to figure it all out in some desperate hope that it may be
of real benefit to her. Not with so many other sites to choose from. Sorreeee...
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... Click!
Only an attention-grabbing, persuasive, and benefit-laden opening headline will

make her stick around a bit longer...
• A persuasive headline that promises to solve her problem and give her
exactly what she wants.
• An interesting headline that gives her a reason to read, or at least scan, your
copy.
• An intriguing headline that creates the desire to learn more.
• A headline that awakens a little voice in her head which says “hmmm... there
may be something in this for me.”
Does the following sound familiar?...
“8 out of 10 visitors merely scan your page.”
Sheesh! Not very neighborly, is it? All that hard work you’ve put in to carry your
super-important message to the waiting masses, and they just scan it?
What’s new? We all do it. You do it, right?
Do you read every single word, every line, every paragraph of every Web site
you visit... of every e-zine that arrives in your IN box? You know, the ones you
can’t remember subscribing to? Hmmm... I didn’t think so.
Why should your reader act any differently?
Now, how about this?...
Do you, first of all, read the top message -- the opening headline -- to see who
it’s from? Do you then scan the opening paragraphs, and subheadings near the
beginning, to see if there’s anything of benefit to you? If you do, you read more,
right?
If nothing hits your fancy, your index finger is a micro-second from…
...Click! But first, you might scan the navigation bars, just to see if
anything there meets a need -- so the navbars themselves are opportunities for
very tight, mini-headlines.
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What about e-zines? When you receive an e-zine with no list of contents --
headlines -- do you read the e-zine at all? You probably don’t bother reading
articles with “vague” titles --headlines-- like...
Be A Winner or Solve your problems now
I’ve got a feeling you never give them a second glance. And what about all those
e-zine ads? Do you read every single one from start to finish? If, and that’s a big
“if,” your eyes don’t skip right past the ads, do you scan the first few words -- the
headline -- of each one until one arouses your curiosity enough to read the whole
message?
Sure you do! Everyone does. The point is...
Any sales effort, from a full Web site to a tiny e-zine ad, that doesn’t have an
effective headline is like a store on Main Street without a giant promotional sign.
It’s invisible amongst the neon glow of the competition. And the rushing
traffic…
... drives right on by. Totally oblivious to the fact that the store may
well be selling the cheapest and best gizmos in town!
So is this the best way to stop you?...
8.2. Sex, SEX, SEX!

Well, yes... that headline might get your reader’s attention for a split micro-
second... before she continues roaring past you. A great headline does much
more than slow your reader down.
Whatever superhighway she’s hurtling along, your headline has to convince her
to take your “off ramp” and look around for a while. In other words, a great
opening headline (subheadings, too) pulls her deeper into your site.
How do you create a persuasive headline?
Well, many Web “experts” tell us that writing headlines is easy. And they’re right.
It’s extremely easy to write a “so-so” headline.
They tell us that all you have to do is offer a big benefit, and fill it with power
words. As a result, we see these types of headline everywhere...
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How to earn $100,000 in 30 days. AMAZING NEW FREE

system draws 5,000 VISITORS A DAY to your Web site like
an incredible GIANT MAGNET!
Now that’s easy!
It’s also totally useless!
Don’t get me wrong. Even a poor headline will attract a low percentage of
readers. They may not be the right type of readers, but readers just the same.
So sure... if it’s just raw numbers you want, go ahead and shout...
SEX, SEX, SEX!

However, I’m afraid your readers are going to be very disappointed when they
discover you’re selling a domain registration service. And extremely annoyed for
wasting their time!
What you want to attract are the maximum number of targeted people who could
be interested in buying your product or service. You need a headline that sells
the promise of a benefit to your reader.
And writing a headline that sells is a completely different ball game. It’s not
difficult. Neither is it easy. Let’s face it. Nothing’s difficult once you know how.
It just takes a little time. Lots of effort. And knowledge.
So let’s get started...
8.3. Cloners Have Taken Over!

Before we start. Here’s a news flash!…
There is no such beast as a successful cloned headline solution. Judging

by the high number of cloned headlines bombarding us every day, many people
seem to disagree.
What’s a cloned headline? It’s…
... genetic copywriting gone mad!
119
Here’s one you must have seen...
How to write a KILLER AD

that SELLS LIKE CRAZY!!!!!
And here’s its genetic clone...
101 KILLER HEADLINES that will

send your Hit Counter CRAZY!!!!!
I only wish I had the money to swamp the Internet with headlines like this...
How To Write KILLER HEADLINES GUARANTEED

To KILL your Reader’s Enthusiasm! Simply CLONE
This Ad And Watch Your Profits BOMB!!!!!!!
How does that song go... “When will they ever learn?”
A common trait on the Internet is for someone to copy something that “seems” to
work. Then someone else copies him and so it goes on... And on... And on. It’s
like a…
...never-ending chain letter! Each person seemingly desperate

to clone it and send it on to thousands of others.
Judging by the appalling quality of some of these clones, it seems to me that

they’re trying to get rid of it as fast as possible!
I despair. I truly do!
It’s a pity really. Because, if you stop to think about it for a moment, it’s all so
obvious....
8.4. Why Cloning Fails...

Please read this carefully and re-read it, until you fully understand the
significance of why cloned writing fails. It’s something that very few people
understand.
120
If you plagiarize a successful headline, it will fail. Amen to that! If you adapt a
successful headline, it will probably fail! Unless you fully understand what you’re
doing!
Because a headline which proves exceptionally successful and fits well with
one product…
... can be a dismal failure with yours. If you try adapting someone
else’s successful headline to suit your own particular product, you will be
frustrated and confused by the poor results.
And copywriting books that simply analyze successful headlines and sales letters
are of little help when it comes to writing your own copy.
Want to know why?
OK. Here’s the lowdown...
For your headline to be successful, it has to appeal directly to the specific

needs of your targeted “ideal” customer. And to do that, you have to
understand her mindset.
You have to understand not just what she needs, but exactly what she wants.
Don’t worry -- we’ll examine the subject of mindset, in depth, very shortly.
Let’s say you’re selling software that creates beautiful professional cartoons in
less than a minute, compared to the normal 30.
If you decide to target professional cartoonists, your headline has to offer a

benefit, or promise that appeals directly to your “ideal” customer. And offer her
something she specifically wants.
In this case, you may decide that the biggest benefit to your professional
cartoonist is the opportunity to work faster and make more profit.
So your headline could read something like this...
Cartoonists. Now You Can Create Any Cartoon Of Your Choice

In Just 60 Seconds And Dramatically Improve Your Profits
OK. Imagine that this headline proves to be so successful that it sells your
software in the thousands. Then you realize that any newbie can use your
software to produce cute cartoons for themselves with a 486 PC. So you decide
to target young moms who will be able to entertain their young children for hours.
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The features of your software are simplicity of use and speed. But the biggest
benefit to professional cartoonists is the extra profit margins, hardly a winning
sales appeal to use on your busy mom!
Now if, as you may have done in the past, you adapt the same successful
headline for a different “ideal” customer without considering her mindset and
different needs and wants, you could end up with this...
Busy Moms. Now You Can Draw Any

Cartoon Of Your Choice To Entertain The Kids
That will attract some busy moms. If they’re interested in drawing cartoons. But
you want to attract the maximum number possible. This headline won’t achieve it
because it has no emotional appeal. Nor does it offer anything of specific benefit
to her.
So you have to promise a benefit that will appeal directly to her specific needs
and give her something that she wants. And what does a harassed busy mom
want?
Think like her. Put yourself into her mindset and imagine her day with the kids.
Does she want to spend all her time entertaining the children? Or do you agree
that she really wants something that will help the kids entertain themselves so
she can get on with her busy schedule?
So how about...
Busy Moms. Your Kids Will Entertain Themselves For Hours

And Hours With The Wizard Cartoon Creator. Absolute Magic
See the difference? Same product. But each headline offers a different specific
benefit directed at your two different targeted markets.
To create a successful headline, study your specific “ideal” customer and

promise to give her exactly what she really wants. Understand her mindset.
Next on the agenda? The most important types of headlines to use -- the ones
most likely to achieve maximum success for you on the Internet...
8.5. The 7 Most Successful Types Of Headlines

Here are my favorite seven types of headlines. If you study Ken’s sites, you’ll
see that most of his headlines fall into one of these seven.
1) Promise a Major Benefit
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This is the most widely used, and by far the most successful type of headline
ever used. Notice the use of the word “major.” To be effective as a selling tool, it
must contain a significant benefit.
The real beauty of this type of headline is that it gives you the perfect opportunity
to boast your USP. Right up front. Like this...
FREE Domain Hosting For A Whole Year
Now that headline will leave no doubt in your reader’s mind about how it will
benefit her. And it also tells her how different you are to all the other hosting
services because it telegraphs your USP within the first half second.
2) Ask a Question
Ask a question that suggests you have the answer. This creates…
... curiosity, tempting your reader to read further.
Just like for headline #1, the answer to the question must be a major benefit, not
some incidental one. Don’t tease with small stuff. For instance, this headline
digs at a major problem (and therefore implies a major benefit to come!)...
Do You Waste Hours Of Your

Valuable Time Answering E-mail?
You are highlighting her problem (wasting time), and suggesting you can solve it.
But to do that, she must read further. If this is her problem, she will read further.
Did you just ask, “What if e-mail is not a problem for her?” That’s OK. She’s not
a potential customer anyway. You’re only interested in attracting potential
buyers!
3) Offer a Solution to a Problem
Sometimes known as the “pain and gain” headline, and a variation of the “ask a
question” headline.
The solution…
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... to the problem is your big benefit. And by offering your reader
a solution, she automatically realizes/crystallizes her problem. Like this...
Ban-It E-mail Filter Keeps Spam OUT Of Your Mailbox

And Puts Time Back INTO Your Day
The benefit? Time saved. The feature? Eliminating spam.
4) Cite a Testimonial
A powerful testimonial is worth its weight in gold at any time. And in a headline, it
can attract a lot of attention because it enables the reader to identify and relate
to a real human being.
And the higher the status of the testimonial writer…
... the greater the impact. But it has to be totally

believable. Otherwise, it will have a negative effect and totally destroy your
credibility.
Again as in all types of headlines, your #1 Benefit should form the basis of the
testimonial. Here’s an ultimate example...
“Ken, Your New E-mail Manager has Added

2 Hours to Each of My Days...
Which Amounts to $20,000 per Day!”
Heck of a headline. You simply have to read the opening paragraph, right?
Here’s the next sentence...
OK, 2 hours of your time may not be worth $20,000 like it is for Bill
Gates. But it’s still valuable, right?
Boy, is this site off to a roaring start!
5) Give a Warning
This is simply…
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... a warning to the reader that there may be serious consequences in

not reading your message. As an attention-grabber, it hits the reader hard!
She believes it would be foolish not to read what you have to say. It creates
anxiety. The anxiety grows if she does not stay to read more.
For instance...
Before Buying Any Affiliate Software,

You Should Read These 6 Important Facts
Now if you were about to buy affiliate software, would you ignore this message?
This one’s a bit subtle-nasty... after all, you’re looking like a good guy/gal, doing
this service... when you’re actually riveting your reader to the screen with
insecurity.
Bad puppy.
6) Flag Your Target Customer
This is self-explanatory and is incorporated into many other types of headline.

The flag identifies the visitor you want to…
...stop and pay a visit. It’s so simple, even obvious, that many
marketers never seem to even think of using it.
Example...
Gardeners. The Dig-Eze Digging Machine

Will Save You Hours Of Back Breaking Work
The word Gardeners immediately picks out your target customer. When she
spots it, a bell rings in her mind and she identifies with it right away... “That’s me!”
She knows that your message is written specifically for her.
Last, but not least...
7) News Announcement
Everyone is interested…
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...in the latest news. That’s why we read newspapers and watch CNN.
We like to be up-to-date and on the ball.
Write your headline in the style of a newspaper or magazine headline. Your

major benefit is, of course, contained in the news you’re announcing.
Like this...
Latest Digi-Mix Software Creates Major

Breakthrough In Music Sampler Industry
That Cuts Time-to-Market Down by 50%
The benefit? Time to market is reduced by 50%. Any prospective customer for
this kind of product simply can’t afford to pass this.
Now quickly re-read the 7 types of headlines. Notice a common thread? Yes.
They are all…
...“You” messages. Not “Me” messages.
And what’s a Me message? Well, there’s lots of them about. Here’s one...
Our Gizmos Are The Industry Leaders
Yawnnn.
Just to clarify a bit. If you think that types #4 and #7 are not “You” messages, re-
read them and imagine the impact. They’re third party statements that still
address your reader’s self-interest by implying a major benefit for her.
They all answer her question, “What’s In It For Me?”
So when you’re creating your headline, sales message or advertisement, bear

this painful point firmly in mind...
The only person interested in you, your company, or your product’s technical
merits is you... and your Mom! The cold reality is... absolutely no-one else is
even remotely interested.
Here’s the nitty-gritty, in the words of your customers...

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“We will only give you our time or our money, if you give us something that will
either benefit us, or will solve our problem. Give us exactly what we want, and
we’ll return the favor.
“So talk about us, OK? Not you!”
It’s a cruel world, isn’t it?
8.6. Practice Headline Writing

A successful publication used to land in tens of millions of mailboxes, every
month. It was successful because it always gave its readers exactly what they
wanted. Month after month, year after year, decade after decade.
Through very intensive and expensive research, it was constantly aware of the
changing needs of its readership. And those needs were successfully provided
for with crisp, sharp copy and precisely targeted headlines.
It was called “The Readers Digest.”
Huh? Have you looked at one lately? I mean really looked. The front cover (and
just about every page) is an Aladdin’s cave of punchy, skillfully-honed headlines!
Here’s a brief selection...
• Is your car ready for winter?

• Lose 2 inches in 30 days
• Is our Benefits System out of control?
• Thanks to you they can see
• Can these pills make you live longer?
You can find thousands of examples like these every day on the front of popular
magazines. All written by people who know exactly what their readers want.
Word mechanics who have perfected the art of crystallizing a message into a
brief yet focused headline.
Try it the next time you browse a news-stand. You’ll be surprised at how much
you can learn from these masters of brevity.
Rarely will you find any ambiguity. No “cute” teasers. No “catchy” meaningless
words just to trick you into reading the “story.”
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These people are the masters of their craft. They’ve developed the rare skill of
using short, sharp headlines, which immediately telegraph to their targeted
reader that...
This is for you! You need to read this!
Boy, do these guys know what they are doing! And imagine, you can benefit
from their knowledge just by picking up a magazine! No charge -- leave the
magazine on the news-stand.
Now let’s look at some of the headline writing techniques that the professionals
use. Use these and make the difference between writing a “good” headline and
an “excellent” one...
8.7. 7 Pro Tips For Headline Writing

The pros always follow these key “headline tips of the trade.” Amateurs
unwittingly violate them over and over, sometimes all seven in a single headline!
Geez, I hope the Secret Guild of Net Copywriters doesn’t kick me out for
revealing all! Here they are...
1) Don’t Try To Be Clever Or Cute
Your headline has to qualify your reader! It must immediately pick out your
“ideal” customer from the “not interested” ones. And to achieve that, your
headline must be relevant to your sales message.
To determine if a message is relevant, your Web site visitor must be able to

clearly understand it
Closely related to this is the rule, “Never mislead.” If your headline

tricks a non-targeted reader to continue more deeply, you’ve only
delayed her departure. You are no closer to getting the sale... but
you are closer to getting her really, really mad.
2) Use Professional Architecture
OK. OK. You want to build a Web site, not a house! Same thing. Because an
attractive house has more appeal than a functional “box.”
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So to attract the maximum attention to your message, use some or all of these
methods that the professional copywriters use to give your headline that extra
touch of “noticeability”...
Use a larger font size for your headlines (H1 or H2 for your opening headline, H2
or H3 for subheadings). The subheading font size should be larger than that of
the body copy.
Bolden your headlines.
Use A Capital Letter At The Beginning Of Each Word in your opening

headline. It adds an element of importance to your statement. It’s not
necessary to begin each word in your subheading with a Capital Letter... some
feel it’s better if you don’t.
Use Quotes. No, I don’t mean -- “We’ll fight them on the beaches.” I mean
putting little curly bits at the “beginning and end” of your headline. It gives the
appearance of someone being quoted. And adds substantially to the
importance of…
... your announcement.
Don’t end a headline with a period. Your headline is not the end of your
message. It’s supposed to lead your reader’s eye smoothly into the next part of
your message.
Break your headline into a number of lines if it’s long.
A Long Headline Stretching Right Across Your Web Page Has No Impact
It becomes invisible among the rest of the text and “busy-ness” on the page.
But A Bunch Of Words Catches

The Eye In Much The Same
Way As A Graphic Or Picture
Note that the lines “force” your reader to read down the page and into your
message. Keep the number of characters per line small so your headline won’t
wrap, even if the reader zooms text size to 150% on her browser.
Try using a different font color -- but not bright green or pink! Imaginative use
of color can add significantly to the impact of your headline and to the overall
appearance of your Web pages. Just because you’ve kicked those banners off
your site, it doesn’t mean that it has to look like…
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... a lawyer’s contract!
Those 7 simple “architecture” pointers will transform this...
It’s true. Now you can earn $100 a day while surfing the net.
Into this...
“It’s True...”
Now You Can Earn $100
A Day While Surfing The Net
Better? It should be. Top professionals have been using these proven
techniques for decades to transform a good headline into an excellent one.
3) Highlight Imaginatively
• Highlighted words in your sales message act in the same way as a subheading.
They pull the ever-scanning eyes into a short meaningful message. But be
very careful not to overdo it because…
... too much emphasis is the same as…
... none at all!

• Don’t use underlines. Because underlines mean hyperlinks! And constant
clicking on underlined words that do nothing but stare back at you are a sure-
fire way of infuriating your reader to the point of flaming you!
• One more thing... too much highlighting and coloring makes you look like a
“hype site.” Even though you are just trying to show what’s important, even
though you’re sincere, you’ll look like a sideshow barker. So use this
sparingly.
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4) A Long Headline That Says Something

Is More Effective Than A Short Headline
That Says Little or Nothing
The objective of your headline is to grab your reader’s attention, raise her interest
and curiosity, and move her closer to the sale. So don’t be afraid of using a long
headline... as long as it does its intended job.
Short headlines are ideal for posters. On the Web, take more space. But over
three lines is getting a tad too long. Yes, it’s true... in general, say anything in a
smaller number of words... if you can. If you can’t, take as much space as you
need... but not more!
5) Keep It Positive -- Don’t Say No
Avoid using negatives in your headline. It sets the wrong tone and remember...
Your visitor is scanning. So she’s picking out some words, and missing others.
Negatives in your headline may convey the exact opposite of the message you
wish to convey. For instance...
You Need No Experience

To Learn HTML
Can very easily read like this to a scanner...
You Need Experience

To Learn HTML
Yes, it’s a small point. But wait...
...‘til you need spectacles. I said...
“But wait ‘til you need spectacles.”

Let’s push the example a bit more. This is better, although there’s still a negative
tone...
You Don’t Need Any

Experience To Learn HTML
And this is best...
A-N-Y-O-N-E Can Learn HTML

And That Includes YOU!
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And that brings up the next pro tip...
6) Always Be Positive
To get your reader into a positive mindset, write in a positive tone. Your
headline has to lift her. It must motivate her to read through your headline and
into your sales message. Using negatives will hardly achieve that. For
instance...
Don’t Waste Money

On Biz Opp Scams
... is negative. And anyway, I’m not that stoopid! Or maybe I am...
So it may well bring back memories…
...of a bad experience.
Even if I’m not that dumb, it still introduces a downbeat atmosphere on to your
page. And it gets worse...
Your headline will lead your reader seamlessly into your sales message. So if
you have a negative headline, how is the opening to your sales message going
to sound?
Even more negative!
Yes I know. After a couple of sentences, your message will turn up-beat and
positive. That’s when you explain how to avoid the problem. But meanwhile, the
damage has been done. Many have left the site, and others are starting with a
negative mindset. That’s one, two, three…
... Click!
So why risk it when it’s so easy to write in a positive way? Like this...
How To Make Money With

A Blue Chip Business Opportunity
7) Turn Hyperlinks Into Headlines
Huh? Hyperlinks are underlined and blue, right? They stand out right? So the
eye goes to them. Scanners stop here.
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On some Web sites, you’d think some hyperlinks were specifically designed not
to be clicked upon! They are so bland and boring, it’s a miracle anyone ever
actually clicks on them.
Again, it all goes back to your visitor’s mindset. She’s at your Web site. She
finds your home page interesting enough to scan, maybe even read. Now
what’s she looking for? Asign post pointing to more information! And links
are signposts, no matter where they are. So put good benefit-focused copy into
your links. Treat them like mini-headlines.
One more place to consider links as mini-headlines... your navigation bar, a

series of buttons containing hyperlinks that help your visitor navigate your site.
Let’s look at a typical example...
Not much motivation to click anything except the BACK button out of your site…
... Click!
With just a little “text link” imagination, you can dramatically improve the length of
your reader’s visiting time. And your chance of a sale.
How? Add a benefit-focused “mini-headline” text link under each button. They’ll
add interest, curiosity, and enough information to encourage her to click through.
Don’t do it on the button -- there’s not enough space, and usability issues arise.
But you have more than enough room underneath to add a text link that will raise
her interest and anticipation. Let’s use this button as an example...
Yawn... “Can’t be very good. After all, it’s free. What good could it do me?”
Write instead...
How To Earn $100

A Day Selling Books
... From Home
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“Hey, that sounds great. And I have nothing to lose -- it’s free.”
Can you see now why your hyperlinks should be treated as mini-headlines? As
your visitor scans the page, every one of your links should be acting as a
headline. Create sufficient interest to encourage your reader to click on them.
Offer the promise of yet more good things to come.
Convey the persuasive message of “Click Me!”
Great concepts! Here are my own top dozen tips for making headlines
that work...
1) Use strong active verbs (ex., slash, chop, stagger, etc.) to create
powerful headlines with emotional impact... headlines that push your
customer’s hottest buttons!
2) Never accept your first stab at a headline -- keep improving until it’s
as good as it can be. I’ll twiddle with it countless times before I “nail it.”
3) Stir an emotion. Get the reader excited or fearful or protective.
4) Use the present tense, or the imperative. It is far more emphatic.

Use “you.”
5) Use words, preferably short, that create images or pictures.
6) The headline must stand on its own. Your visitor must understand
where the following text is going.
7) Don’t care about what non-targets think of your headline. Don’t

write for them -- you’re not after them. Focus on your target.
8) Ask a question that begs to be answered.
9) Make only believable promises -- don’t get carried away with hype.
10) Use upper and lower case letters (typical title-style), NOT ALL
CAPS (screams).
11) Maintain a consistent color and size for all your headlines.
12) Sometimes, where appropriate and for extra credibility, put a

headline inside quotation marks (ex., “The Most Powerful Word Processor
Yet”).
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8.8. How & When Headlines Get Born

Let’s help you understand the thinking behind headline writing. An insight into
the psychology of this important subject will substantially strengthen your writing
abilities.
Imagine the typical working day of a professional copywriter. There he is in the

sun, sitting on the porch…
... overlooking a beautiful, calm, blue lagoon.
Between refreshing cold beers, he applies his gifted talents to the job in hand,
and writes a fantastic piece of sales copy in 2 hours. Then he puts away his 50
year old Remington typewriter, sits back and waits for his big fat check.
At least, it’s like that in the movies. If only!
The reality is that writing successful copy is…
... 90% hard work.
And every copywriter knows how it feels to beaver away for hours, even days,
translating his ideas into a successful sales message. Writing, re-writing,
sharpening and polishing, until the copy has the energy to stand up on its own
feet and sell.
And all copywriters have been guilty, at one time or another, of leaving the
headline until the last moment. After all, the headline is only a few words!
Wrong. The results always suffer.
Yes, you may come up with a good headline. But not your very best!
Because after you’ve finished writing your sales message…
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... your creative energy is spent. The passion you felt at

the start of your project is drained. And your initial enthusiasm has been diluted.
So you relax and take your eye off the ball. Uh, oh!
The result is a headline that is only a shadow of the potent sales message you’ve
just written.
And yet we already know that 80% of your readers will only read your headline.
It’s by far the key element in your sales message. Doesn’t it make more sense to
put 80% of your time and effort into creating those few words?
These words will be scanned by 80% of your readers! So...
8.9. Write Your Headline First

I know Ken writes his headlines a bit later in the process, so let me tell you when
I write my headlines and why -- from my personal point of view...
I write copy only after an exhaustive examination of the product. I list features,
benefits, and the USP. I know who my “ideal” customer is, how to find her and
think about her mindset.
From now on, I will never have as much knowledge, excitement and passion
about the product as I do right now!
I think of it this way...
When is the best time to tell your friend about a terrific idea you have?
Tomorrow? Next week?
It’s right now, of course!
Hey, you can’t keep an idea like that bottled up can you? You want to rush over
there and get if off your chest right now! And when you tell him about your
brilliant idea, do you simply explain it?
Not on your life… You sell it!
And even if your words are not the most descriptive you’ve ever used, it doesn’t
seem to matter. Because your enthusiasm and excitement bubble over into your
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“sales pitch.” The fiery passion in your belly infects your friend so much that he
nods his head…
... and becomes infected himself.
But how would you sound if you waited until next week and strolled over to tell
him the same story, about the same idea? A little less enthusiastic, huh? Rather
less passionate? And probably a lot less convincing?
You bet! That’s why I write my headlines first.
It has to hit my reader in the heart or the head. It has to stir an emotion or make
a promise. And I have to catch her eye with something she wants.
Not something she needs.
What’s the difference? She needs bread to live. But she may want to eat out
every day. She needs a dress for work. But she may want a designer business
suit.
So my headline should create excitement and instantly paint a positive picture in

her mind. A picture of something she wants. And the best time to inject these
feelings into my headline is when I’m feeling this way myself. And when are
those feelings most intense? Yup...
Before I write my sales message!
But believe it or not, it gets even better!
I have everything fresh in my mind. I have examined all the features, benefits,
and product information. So I just wrote the most persuasive headlines
possible. Then something…
... magical happens! I now find it a hundred times easier to write my

sales message!
How? Simple. My headline sets the “theme” for my main copy. The passion of
my headline sets the “mood” of my message.
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And because everything I want to tell my reader is fresh in my mind, my own

mindset is positive. I can’t wait to get my message across to my reader. So my
sales message practically writes itself!
That’s the power of the mind, working for me... and for you, I hope! So just swim
with the current and turn that power into something magical!
Don’t close your mind to this simple concept. If successful copywriters use it,
why keep on trying your old way?
Just do it!.
Well, dear reader, I hope you’ve learned as much about headlines as I

have. I have always written my headlines at the end of my first draft (see
my comments in next section). But I’m certainly going to give Joe’s
approach a shot.
It makes sense to write them when you’re fresh and excited. And by
writing them first, the opening headline and subheadings can be used to
flesh out where you are going with your site and tell your story ahead of
time.
Use Joe’s 7 Pro tips for headline writing -- refer to them when you’re
stuck for a great headline. I’m sure that one of the seven will spark an
idea! And finally...
Never call it quits until you are satisfied that a headline simply could not
be better.
Once you’ve done that hard-thinking, creative and exciting part... what’s
left is to simply fill in good benefit-focused copy and to tweak any
necessary small refinements in the headlines to ensure a good fit with the
copy.
Makes good sense. If it works well, I’ll stick with this new way to write
copy. If it’s not what I hope, here’s how I do things now...
The Process
Joe and I see eye-to-eye on most things, but when to write a headline is
probably more of a personal preference...
I only do the headlines after I’ve written most of the first draft of the copy,
before I polish it. My process kind of goes like this...
1) Develop or position our product for Web sales. Prepare list of

features and benefits.
2) Target market -- prepare thumbnail sketches. Personality type.
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3) Offline marketing -- how will online and offline help each other?
4) Competition -- evaluate products and copy on their sites.
5) Site goals -- set and get MWR and Backup Responses. Other
functions, such as branding or customer support?
6) Design and usability -- establish the look and feel, develop the
navigation structure and build in usability.
7) Write the opening paragraph -- this is probably the single hardest

task. Our site has high conversion rates. But I’m still not happy with any
of our products’ opening paragraphs. I still stop at them and say, “Geez, I
could do better than that.”
8) Layout the pathway of the copy -- my route to getting the sale
9) Write a good chunk of the main “selling” copy -- don’t worry about
typos or getting it perfect. Just let it fly. Once I have a good bit of copy
done and it starts to take shape...
10) Now start working on headlines and joints -- joints are the key
phrases that pull the reader from one page to the next. And they divide
my copy up into digestible pieces. That’s why I start writing headlines
now. I’ll be watching now to make sure that my headlines also form a
mini-outline of the entire copy. I love that idea from Joe.
11) Polish the copy and keep improving the headlines until they
simply can’t be made any better. Sweat this -- it makes all the difference.
12) Read it out loud. Fix what sticks or sounds hollow.
13) Ask wife to read out loud. Fix again.
14) Send to key employees and a few customers for opinions. Revise
again.
15) Do usability testing (we do this for more than just the copy). Final
revision
16) Go live.
One last point.. a bit of detail about the process itself...
First, I literally surround myself with a thesaurus, a book of similes, and a

book of quotes. I’ve got a bunch of other neat and weird reference books
(outlined in Automatic Response Words), but these are the basics.
139
Second, I drill the MWR into my brain. From here on in, everything that I
do is geared towards convincing my visitor to deliver my MWR. So the
MWR is the first thing that I finalize.
Yes, I start at the end. Otherwise, how do I know where I’m going?
Only then do I write the opening paragraph... my big gun, as I call it.
Then I flesh the opening page out with sales copy. I may add headlines
at this stage, if inspiration strikes -- but it’s not my main focus yet. Finally,
I finish that all-important opening page with a “first try” at a joint that pulls
the customer to the next page.
OK, now I write the next 2-4 key pages that lead to the MWR closer page.
I develop the most critical aspects like testimonials, the guarantee, and
product features. Or, more recently, I incorporate all this into a single,
longer page that ends in a link to the order page.
I use an outlining software, but a word processor will do. I underline what
will appear as links on the Web. I insert notes about ideas for graphics in
the appropriate places. But I don’t write the html yet. That comes last.
Now to the fun page... the closer. I build an irresistible offer and a
crystal-clear call to action into the MWR closer page. Then do the same
for the Backup Response.
Phew! First draft is done.
At this point, I start to sweat on the headlines, dividing each page into
tasty bites, with a headline serving as the appetizer. And I focus, too, on
my joints at the end of each page -- they must pull the reader through to
the next page.
After this, the hard work starts... polish, polish, polish.
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9. How To Read A Mindset

“Imagination is more important than knowledge.”
-- Albert Einstein
In selling, mindset means...
“How a potential customer’s in-built attitudes, instincts and prejudices make her
react to your sales presentation.”
Read that again, because it’s important.
In other words, our decision to buy or not to buy, depends on the “mood” we’re
in, and how our minds react to...
… how we’re being sold as much as...
... what we’re being told!
OK. We covered a mindset earlier, briefly. Now it’s time for an in depth
examination of the concept.
Suppose that your mind is set on buying a bright yellow 2 seater roadster. A
lesser salesperson will write you off without trying if he hasn’t got what you need.
On the other hand, say he determines that your mindset was really to feel the
excitement of the wind in your hair and to dream of the open road. He may be
successful trying to sell you his dark blue 5-seater convertible, in that case.
To understand the mindset of your reader...
• Anticipate her objections

• Identify her specific needs
• Find out what she really wants
• Offer a solution to her problems
And you’d do all this before you write a single word of sales copy!
Relax. This isn’t…
141
...hocus-pocus. It’s real. So stick with me!
Once you grasp the principles of this awesomely powerful concept, your online
sales will rev up faster than you ever dreamed possible.
You will start writing sales copy and marketing materials that your reader
believes were written specifically for her. Because they are written specifically
for her!
You’ll begin writing copy confidently and passionately. Your readers will find your
Web content absorbing, motivating and credible.
And by understanding and applying this principle of mindset, you will gain a
natural insight into writing.
Imagine this...
If you were talking face-to-face with your potential customer, wouldn’t you find it a
lot easier to sell her your product if you knew what she was thinking about your
presentation? If you had the ability to read her mindset, wouldn’t it be a whole lot
simpler to sell to her by overcoming her objections before they arose?
And if you knew exactly what she wanted from a product like yours, don’t you feel
you’d be in a much stronger position to meet her needs?
Top-producing professional salespeople achieve their high volumes by “reading”

their prospect.
They have learned how to pick up almost invisible signals of body language and
speech mannerisms. They ask carefully loaded questions, which help them
assess their prospect’s lifestyle, background, family and social circumstances.
The salesperson’s casual, friendly and informal style is, in reality, a finely tuned
radio beacon. He’s constantly asking carefully disguised questions, and listening
to the answers coming back.
His antenna is relentlessly filtering out the background noise…
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... and tuning into his customer’s real needs. But more
importantly, he’s discovering what his customer really wants! Then he
provides it.
Naturally, you can’t actually see your customer on the Net (not yet!). And you’re
not working one-on-one. So it is harder to do. But it is do-able.
Before you can do it, however, you have to know...
9.1. The Difference Between Needs And Wants

Consider this scenario...
A lady is “just looking” at an exercise machine in a store.
Now she may say to the salesperson she needs a machine to lose weight, so
she can become healthier! But she may actually want to lose weight to...
• Wear more glamorous clothes.

• Look more attractive.
• Be admired by her friends.
So the professional salesperson will skillfully ask the right questions and
determine her mindset. Then find out what she really wants. Once he knows
that he will stress the benefits of how his machine will...
• Take pounds off her hips, reduce her waist measurement and trim her thighs.
• Improve her complexion.
• Make her feel fitter and healthier.
• Make her slimmer and…
... feel more attractive!
In other words, he delivers exactly what she wants!

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It’s the same machine. And it does the same as the exercise machines sold by
his competitors. But his competitors only offered her what she needed, instead
of what she really wanted!
She may buy what she thinks she needs with her logic. However, she is
much more likely to buy what she wants when you appeal to her emotions!
Grasp this difference and burn it into your brain!
Now you know that the secret to selling, on and offline, is to...
Find a need...
Determine the want...
And offer the solution to satisfy that want!
You do that by taking the time and making the effort to understand your reader’s
mindset at the very moment she’s reading your sales message.
It only takes a little patience and the determination to learn how.
So let’s get back to our salesperson again...
How does he read his customer’s mindset? Well, the successful sales
professional skillfully invites objections. What? Won’t that kill the sale?
Nope. Just the opposite.
By bringing objections out in to the open, it gives him the opportunity to answer
and overcome them. He knows it’s the unanswered question that kills the sale!
In any sales situation, whether it be face-to-face, or reading a sales message, we

all have objections of one sort or another. And sometimes we’re not clear what
our objection really is. That’s why we come up with stock phrases like...
“Let me think about it.” OR... “It seems great. I’ll let you know.”
But what we’re actually thinking is....
“I like the idea but I need time to sort out whether I can afford it.” OR... “I wonder
if the color is really right for me?”
If these objections can be anticipated, or brought out into the open, they can be
properly addressed and overcome.
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Most of us, human nature being what it is, keep a lot of our thoughts to ourselves
because whether we admit it openly or not... we have a natural instinct that tells
us we shouldn’t hurt anyone’s feelings. And we often become embarrassed
when we reject someone else.
The fact is everyone likes to be liked, so we protect ourselves by hiding our true
thoughts. We don’t come straight out and say, “Get off my back, I don’t trust
you.” That’s being offensive.
We don’t like to admit that the price is too high. That indicates we have a lower
“social standing” than we care to admit. Nor are we comfortable saying that we
don’t quite understand. For fear of appearing “dumb.”
It’s our own “fear of rejection” that’s pulling the strings!
But what if you could somehow read and anticipate these fears and objections,
many of which are unfounded? Think you’d sell a whole lot more of your goods
and services than you do at the moment?
Sure would! Let me illustrate this with...
9.2. A Real Life Example

Not so many years ago, the sales tactics of a large auto sales company were
“exposed” in the media. Used car salesmen? So what else is new?
This company had an extremely high sales conversion rate. Much, much higher
than the industry norm. Why? They had a very potent sales tool working for
them! They’d found a fool-proof way of learning every customer objection!
Most of their customers were married couples or partners. After the salesperson
had finished a highly professional presentation and demonstration of the product,
he would go for the “close.”
And if he was unsuccessful, he sat them in a comfortable private office, with a

cup of hot coffee, and made an excuse to leave them alone for a few minutes. In
the next office he listened to his prospects by way of a hidden microphone!
Which simply confirms your opinion about…
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... used car salesmen. Right?
Now the coffee was piping hot and it took a while to drink. Eventually, the couple
openly discussed between themselves what they really thought of the deal, the
company, and the salesman. Without fear of being overheard or pressurized,
they talked about their doubts, objections, financial circumstances, needs, and
what they really wanted! They discussed it openly and honestly between
themselves.
The salesperson had discovered the perfect way to read his prospects’ mindset.
So when he returned, he knew exactly what was on their minds and what they
really wanted from him. He was able to present a sales pitch which...
• Overcame their objections,

• Suited their needs, and...
• Gave them exactly what they wanted.
“It was almost as if he had read our minds” was a comment made by many of
their customers when interviewed by the media. How right they were!
OK. This was a highly unprofessional and unethical way of doing business. But
it does show the kind of results you could achieve if you knew how to “read” your
prospective customers by getting inside their minds.
Now as far I know, the geeks haven’t yet devised a way of reading your visitor’s
mind when she clicks on to your Web site. Or how to activate a hidden
microphone in your computer. But since it is so important to get into their heads,
you simply must learn how to...
9.3. Think Like Your “Ideal” Customer

Presumably, you’re not a Witch Doctor. And as a mere mortal, you probably
don’t have the magic gift of telepathy in your sales copy toolbox.
Nor does your potential customer come face-to-face with you. She may be at
the other side of the world, reading your “sales pitch” on her browser.
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So you can’t invite objections from her because you won’t be on the spot to
answer and overcome them. And because you can’t physically see her, there’s
no way you can watch her body language.
So you have to read her mindset, anticipate her most likely reactions to your
sales pitch and overcome her objections before they arise. If you can learn to
anticipate your reader’s wants and real needs, you could provide those needs
and wants in your sales copy.
And in the same way... if you could find a way to foresee her doubts and
problems, you could solve them with carefully crafted words. Written in a way
that convinced her that your product would provide the very answer she was
looking for.
How can you achieve that?
• By knowing your “target” customer.

• By thinking like her.
• By acting like her.
• By learning her mindset.
There’s no magic wand to wave. They only work in…
... Disneyland!
Instead, you will be employing a technique that only the very best copywriters
and marketers use. A technique so effective that once you understand and
begin to apply it, you will see your online sales literally multiply before your eyes!
And I promise you, this is not hype! It’s an awesomely powerful technique that I
call the...
9.4. Mindset Reading Technique

Here’s how it works. Let’s say your product is...
• A downloadable software package called “Miracle Traffic Software.”

• Designed to generate traffic automatically to the customer’s Web site (If you
find one that works, let me know!)
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• Takes about 10 minutes to learn and is very simple to use -- just two clicks and
it’s on auto pilot.
• Cost is $200.
• Comes with a 30 day free trial download and carries a 100% refund guarantee.
For this example, let’s assume you already know and understand your “ideal”
target customer. So your marketing, sales copy, Web site and advertising are all
specifically designed to attract his attention.
Now let’s study your “ideal” customer even more carefully. Imagine him in your
mind’s eye and draw a detailed picture of him.
He’s...
• 30 - 40 years old, married with 2 children (5 and 7 years old).

• Middle manager with an income, $35,000 - $45,000 a year.
• Computer literate and technically minded, but not a geek.
• Runs part time Internet business from home and spends 15-20 hours a week
building his Internet business.
• Hardened to “hard sell” techniques and easily recognizes “hype.”
He needs...
A second income of $100 a week in the immediate future, building to $50,000 a

year.
But what do you suppose he really wants? To give up his present job and
work his Internet business full time, and eventually earn $100,000 a year.
“So What?,” you ask? Great question! Well, that self-employed $100,000 per
year would result in...
• Bigger house and better car.

• More holidays and more time with his family.
• No boss and the excitement and challenge of running his own business.
• Flexible working hours.
• The admiration of his friends and neighbors that success will bring him. (Never
underestimate this. We all like to be admired and “respected.”)
Beginning to get the idea? Are you starting to get a picture of him in your mind?
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Can you imagine him sitting in front of his computer reading your Web site? Can
you see him at 7:00 p.m. in his spare room studying what you have to offer? Can
you see what he’s wearing?
How he sits? How he talks?
Beginning to understand how to get inside his mind and “feel” like he feels?
Have you got a reasonable idea of what he really wants from you? Are you
beginning to see what his dreams, prejudices, problems and attitudes are?
In short, are you in a better position to read his mindset than you were a few
moments ago?
Good...
Now let’s see what makes him tick!
As a middle manager, how do you think he’ll react if you “talk down” to him? If
one of his staff explained a solution to him in “techie-speak” that he didn’t
understand, how do you think he would react? And since he deals with
suppliers, contractors, and salespeople on a daily basis...
• How many times do you think he has been let down, lied to or been given
empty promises by these people?
• How often has he experienced shoddy workmanship and poor after sales
service?
• Because he spends 15-20 hours a week on the Internet, how aware is he of the
scams, over-hyped claims and the abundance of inferior goods and services
being touted on the Web?
• How much time, effort and money has he invested in researching the type of
Internet tools he needs to build his business at his present net-savvy level?
• How much do you think he knows about your competitors’ products?
OK. So now what do you know about him? One heck of a lot!
1. His immediate need is a second income of $100 a week.
2. He wants to become self-employed on $50,000 a year.
3. Long term, he wants to double this income to $100,000 a year.
4. He wants himself and his family to experience the “good things” in life.
5. He needs help to build an Internet business to achieve these things.
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6. Educated.
7. Confident in his own ability.
8. Enjoys a challenge.
9. Likes to take control.
10. Seeks results, not the technicalities of how they are achieved.
11. Delegates tasks and expects results.
12. Won’t tolerate being talked down to.
13. Dislikes techie-talk.
14. Is fairly net-savvy.
15. Has looked at your competitors’ product.
16. Has researched his subject well.
17. Doesn’t accept promises at face value.
18. Can easily spot unprofessional behavior.
19. Needs facts and refund guarantee before buying.
20. Able to make own decisions but would probably discuss purchases over $100
with his wife.
21. Has a reasonable disposable income.
22. Spends almost up to what he earns.
23. Budgets his money carefully.
24. Owns one or more credit cards.
25. Wears blue jeans, red socks and white underwear?
So...
Now you know how he will react to big-time, red-hot hype, right?…
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… Click!
Time to concentrate. At this point, you know what makes him tick and click. It’s
time to visualize his mindset.
Picture him in your mind. He is sitting in front of his computer, clicking onto your
Web site. Begin to think like he thinks.
He may think he needs traffic-building software, but what he really wants are the
tools to build his Internet business and improve his lifestyle. He’s been all
around the Internet looking at several types of tools, which can help him achieve
that. And he’s pretty sure that traffic-building software is his next step.
You know his likes and dislikes. He’s a little frustrated with all the different offers,
prices, promises and over-hyped claims. You have a good idea of what he will
be looking for when he reads your sales copy.
Then he comes across your site.
So...
• What is he thinking?
• What kind of mood is he in?
• What is he hoping to find on your Web site?
• But... what is he expecting to find on your home page?
In short, what will he be looking for that will persuade him to buy Miracle
Software?
Good point buried in the sentence above. You don’t actually sell.
You persuade the customer to buy. If this sounds so obvious that I
should not have said it, think about it some more.
So what will persuade him? How about...
• A conservative, gizmo-free, professional-looking site using persuasive rather

than a hyped marketing message.
• A strong benefit-laden headline and jargon free professionally written sales
copy that talks to him, not down at him.
• Detailed explanation of how it will generate extra traffic for his site and how he
and his business will benefit.
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• Backed up by checkable testimonials, a no-quibble money-back guarantee, a

free trial download to prove it for himself and evidence of a first class customer
service.
• Shows him that the one hour per day saved by using your software will free him
up to build his business in other areas. And help him achieve his goal of
gradually building a successful $100,000 a year Internet business -- rather than
instant riches.
Does that fit in with his mindset? Will sales copy of this nature match his
personality type?
Precisely!
Let’s recap and see where you are now...
• You know how to answer his objections before they arise.

• You can eliminate his doubts about credibility and possible scams.
• Finally you are able to offer a solution to his problem, and take him a further
step toward achieving his needs and satisfying his wants.
See the kind of persuasive power that you can build in to your sales message?
If you can talk to your reader on a one-to-one basis, you have a massive
advantage over your competitors. Understand and read the market, while your
competitors are still fishing around.
You know the secret of mindset reading. Now you know how to really start
selling! Let’s use it to transform your Internet sales and to…
... burn off your competitors.
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10. Let’s Use Your New Skills!

“The important thing is to not stop questioning.”
-- Albert Einstein
OK, you know the theory. It’s time to try out…
... the cape! Ready?
You and I are about to embark on an interesting exercise together. We’re going
to write copy together. It’s going to be successful, sales-pulling copy. By now,
you know that successful copy depends entirely on how convincingly you present
the benefits of buying your product.
How can you be sure that every benefit is presented? And how can you be sure
you’ve uncovered the best and biggest benefits?
“I know that answer now,” you say...
“Just enter your customer’s mindset, examine the product, list every feature and
turn each feature into a benefit for the customer.”
You are learning fast, grasshopper. But that’s only part of the answer. Let’s
look at it…
... another way. How can you develop a comprehensive set of

benefits, prioritize them, develop the correct USP, and then write a full page or
two of copy that sells? REALLY sells.
We need a system that works for A-N-Y-O-N-E. Sure, I know that you are
extraordinarily gifted. It’s a pleasure to have a student like you! But geez, some
of the pupils who pass this way can barely rub two copywriter pencils together.
So we need to tighten our system up so that A-N-Y-O-N-E really can do it. But
how?
SWAT? is the answer!…
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.. Swat??? Nope... no bugs are involved.
... SWAT??? No police, either.
SWAT?, as in... “So What?”
As you saw in an example a bit earlier, the SWAT? technique forces you to
uncover the maximum possible number of features and benefits of your product.
It’s a variation of a technique used by only a couple of top pros (that I know of, in
any event!). Ken told me to pour everything into the book, so here are the details
of my most powerful copywriting weapon, revealed for the very first time...
It’s so powerful, so simple, and so magical, it will create more benefits than you
ever thought possible! No hype! That’s not my style. When you use SWAT?,
your sales message and every piece of your marketing materials will literally
write themselves.
There is no better way to explain SWAT? than by using an example. So...
10.1. Hey! You and I Have A Client!

For the next few chapters, you and I will write the actual copy for the promotion of
a hypothetical product, The Miracle Dress Designer Home Business (MDD).
Step by step, we’ll do the...
• Web site copy

• order page
• follow-up sales letters
• e-zine ads
MDD is a complete home business package that enables anyone to design,

produce, and sell any garment -- from the traditional to the very latest in high
fashion.
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What’s that? Your particular product or service bears no resemblance to MDD?
It doesn’t matter. The techniques for selling any product are the same. Actually,
when you and I work through this “case study” for a product and market that you
don’t know and understand, your real copywriting challenge will be far easier.
Soon you’ll be learning the precise methods you should use to produce exciting,
persuasive and successful copy, written specifically for your customers and your
product.
Let’s introduce you to our new product...
10.1.1. Our New Product

Here’s the “in a nutshell” description of the “Miracle Dress Designer” Home
Business (MDD)...
• “Miracle Dress Designer” software that reduces the time-consuming “mundane”

aspects of dress designing by automatically generating dress patterns to your
individual design.
• Software recognized as being the easiest-to-use software of its type on the
market.
• A comprehensive and interactive video tutorial.
• E-book showing how to start up and run a home based dress-making business.
• Free membership of monthly “Miracle Dress Designer Club” e-zine.
And there’s more to MDD...
• Price $197
• Download plus CD by “snail mail.”
• 30 day free trial.
• No computer or sewing machine experience needed.
Phew! That’s our product. Now please allow me to introduce you to...
10.1.2. Our “Ideal” Customer

We must write and aim every single piece of our advertising and sales copy for
one individual person. Our “ideal” customer thumbnail sketch...
• Home-based woman.
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• Nil or basic sewing machine skills.

• Looking for a start up business to operate from home.
• Mostly with a family.
• Age group 25 plus.
And to round out the main details of our picture...
• Limited startup capital.

• Little or no business experience.
• Wanting to earn extra $100 + per week.
• 10 to 25 spare hours per week.
• Limited computer skills.
Now that we know our product and our customer, let’s decide upon...
10.1.3. Our Most Wanted Response (MWR)

OK. We just described our product and identified our “ideal” customer. Now
what?
Well, I don’t know about you. But I can’t write anything until I know the purpose
of the sales message. Every word, sentence, and paragraph has to focus on
achieving the action that we want our customer to take.
Knowing our visitor’s mindset, it’s hardly practical to expect her to spend $197,
without convincing proof that our “Miracle Dress Designer Home Business Kit”
will give her everything she wants. The best way to convince her? Let her try it
herself for free.
So our MWR (Most Wanted Response) is to persuade her to... Download our
30-day free trial.
OK. Now that we have the fundamental ingredients of our sales message, we
can...
10.2. Pick The Easy, Low-Hanging Fruit

What have we got so far? Well, we can list the following features and benefits
without breaking a sweat.
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Based on what we know about product and target, it’s easy to use the mindset
and features-to-benefits techniques to develop the obvious stuff...
Feature. Detailed and easy to understand “how-to” e-book on setting up and

running a home-based dress making business.
Benefit. I will learn how to make extra money working from home, and still
spend the time I need with my family.
Feature. Software that’s simple to install and extremely easy to learn.
Benefit. I need no knowledge of computers. Just point and click.
Feature. No previous dress designing or sewing experience required.
Benefit. I don’t have to learn a new profession. I can have my business up

and running almost immediately.
Feature. Just point and click to custom-design 250 styles of ladies’ and
children’s fashions, in any size.
Benefit. I can design any style of garment from traditional styles to the latest
high fashion, for myself, my friends, my children, and for resale.
Feature. Advises which type of material is suitable for any particular style or
design you have generated.
Benefit. Ensures my finished garment is totally professional. I won’t make

any expensive mistakes.
Feature. Software automatically generates templates, calculates hem widths

and type of stitch.
Benefit. Even a no-brainer can do it. Once I choose the design I want,
everything else is done for me.
Feature. Easier to use than any other dress design software.
Benefit. I can produce a garment quicker than with other software.
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Feature. Costs only $197.
Benefit. That’s a reasonably affordable price to start my own home

business. I can recoup that with my first 3 orders.
Benefit. Must be the latest on the market.
Feature. Takes just 30 minutes to install and learn.
Benefit. Must be really simple to use, with a fast learning curve.
Feature. Built-in comprehensive video tutorial.
Benefit. I can learn fast and easy from actual step by step examples.
Feature. Available for Mac or Windows.
Benefit. I can use it on my brand new Mac. Most biz opportunities only
cater for PCs.
Feature. 12 months money-back guarantee.
Benefit. They must be confident I will be satisfied. I can use it for a whole
year and if I find it’s not for me, I can get my money back. Only a
honest and established company would give a guarantee that
long.
Feature. 30 day free trial download.
Benefit. I can download it free. If it’s not as good as they say it is, I’ve lost
nothing. They must be confident that I will like it.
Feature Download or CD-ROM.
Benefit. If I get the CD-ROM, I can reload it if something goes wrong.
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Feature. Free help by e-mail.
Benefit. If I get stuck I can get help and advice. I’ll never be left on my own.
Seems like well established company.
Feature. Free membership of the Miracle Dress Maker Club e-zine with tips
’n tricks on all aspects of running a home dress making business.
Benefit. I can keep up-to-date with all the latest information. The e-zine will
help me learn faster and help me grow my business quicker.
Now what?
We’ve got a good list, but it’s just the starting point. Could we write some
acceptable copy based on this? Sure, but we want to go way past “acceptable.”
Let’s start by choosing the biggest benefit. And to do that, we must...
Yup... Get into her mindset.
Once again, imagine her in your mind’s eye. She’s at home, wondering how to
resolve her problem. Think like her! Write down her thoughts...
• “I’m a homemaker with a family.”

• “I enjoy being a homemaker and looking after my children.”
• “I have a little time on my hands and could do with some extra money for those
little extras for myself and my children. An extra $100 to $200 would be ideal.”
• “I can’t take a part-time job because I need to be at home most of the time. So
my only option is to start a little business from home. But which business?”
• “It has to be something I will enjoy.”
Get another sheet of paper, she’s been thinking about this for a long time...
• “It has to be flexible enough to work around my family because I need to be

there whenever they need me.”
• “I don’t want to spend too much time and energy learning a whole new skill, and
I don’t have a great deal of money to spend on setting it up.”
• “I haven’t worked for myself before so I’m a little nervous.”
• “I can’t afford to make the wrong choice so taking a risk is not an option.”
• “I’ve looked at several biz opps and am confused about which choice to make.”
• “In an ideal world I would like to find a trustworthy company that offers a
business opportunity which is... Easy to set up, let’s me work when I want,
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inexpensive to start, enjoyable, and offers plenty of support and help if I

encounter any problems.”
• “To be honest, I need the courage and reassurance to make the big step into
the unknown.”
Well, now we know what she needs... But what does she really want?
She almost answered it herself...
“A risk-free, simple to set up and operate home business

that doesn’t interfere with my family life. An enjoyable
business which earns at least $100 a week to treat myself
and my family. This will give me a tremendous sense of
achievement and a deep sense of satisfaction knowing that
I’m giving my family the extra luxuries they deserve.”
Now we’re getting somewhere. We know who our “ideal” customer is and exactly
what she wants so...
Let’s “sit down” with her, and show her precisely how our “Miracle Dress
Designer” (MDD) package will solve her problem and give her exactly what she
wants.
We don’t have to tell half truths or invent benefits which don’t exist because we
know that MDD will help her achieve what she wants. What we have to do is
present “MDD” in the best possible light so she can see immediately that it will
solve her problem.
For instance, if we were to tell her that...
Miracle Dress Designer is an advanced software package

which automates most of the difficult and mundane areas
of dress designing...
How do think she’d react?...
Oh geez, there’s that mouse…
...Click!
But now that we know what she wants, we can write our headline and sales
message to precisely match her needs and her exact wants! And the tastiest
ingredient in our headline is our USP.
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Remember how to uncover it? Correct! Expand on our list of Miracle Dress
Designer’s benefits. Let’s crank up the good old...
10.3. SWAT? Benefit-Generating Machine

What’s that? You’ve never used this machine before? You’re in for a treat!
This technique is the Golden Key that opens the lid of your treasure chest of
persuasive and profitable sales copy.
Use it properly, without attempting any shortcuts. You’ll find it actually “forces”
you to uncover every single benefit your customer seeks.
The combined mindset and features-to-benefits technique allowed us to create

17 benefits (above). It alone is an excellent technique that most people never
learn to use effectively. So we already hold a huge advantage over them.
But when you use the SWAT? Benefit-Generator, you’ll see those 17 benefits
explode into a massive list of over 100 features and benefits. Our competitors
will be left far, far behind.…
... literally scrambling to catch up.
It’s such a staggeringly simple concept that, at first, you won’t realize how well it
is working. But you’ll have to concentrate and work at it! If you do, your copy
will almost write itself.
And the results will literally transform every aspect of your business.
So let’s see the SWAT? Benefit-Generator in action, producing an incredible set

of benefits and an unbeatable USP...
Remember the process?
We’re sitting down with her and telling her how much our Miracle Dress Designer
will improve her, and her family’s lifestyle.
We’re still in her mindset. And to every feature you offer her, she then asks
you...
“So What?” And we have to reply with a benefit!
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Yes. I know. You already did that once. But here’s the key to the success of this
amazing technique...
You have to keep answering the “So What?” question until it’s impossible for her
to ask that annoying question any more.
Take a minute to let that sink in. Such a simple idea is ever so easy to skip over.
I make no apologies for repeating it.
“You have to keep answering

the “So What?” question until it’s
impossible for her to ask
that annoying question any more.”
Let’s see what happens when we apply it to “The Miracle Dress Designer Home
Business.”
10.4. Let’s SWAT? A Huge Benefit List

Let’s do it, feature by feature by feature...
Feature. Detailed and easy to understand “how-to” e-book on setting up and

running a part-time dress making business.
SWAT? You will learn how to make extra money working from home, and
still spend the time you need with your family.
SWAT? You’ll be able to afford to give your family a higher standard of
living.
SWAT? They will appreciate you more...
SW...
Feature. Software that’s simple to install and extremely easy to learn.
SWAT? You need no knowledge of computers. Just point and click.

SWAT? You don’t have to learn a new skill.
SWAT? You’ll save days or even weeks of hard work just to get started.
SWAT? You won’t be distracted from your family life.
SWAT? You can start your own business immediately.
SWAT? Your family will begin to enjoy those extras within days.
SWAT? You will have achieved exactly what you want...
SW...
Feature. No previous dress designing or sewing experience required.
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SWAT? You don’t have to learn a new profession.

SWAT? You will have your business up and running almost immediately.
SWAT? Your family will begin to enjoy those extras within days.
SWAT? You will have achieved exactly what you want...
SW...
Feature. Just point and click to custom design 250 styles of ladies’ and
children’s fashions, in any size.
SWAT? You can design any style of garment from traditional to the latest
high fashions -- for yourself, your friends, your children, and resale.
SWAT? You’ll confidently take orders for any size and style of garment.
SWAT? You won’t have to turn orders away.
SWAT? You’ll achieve high credibility with your customers.
SWAT? You’ll win the respect of your customers as a professional.
SWAT? You can start taking orders immediately and from anyone.
SWAT? You will start earning money immediately.
SWAT? You can begin treating your family within days.
SWAT? You’ll achieve everything you want...
SW...
Feature. Advises which type of material is suitable for any particular style or
design you have generated.
SWAT? Ensures your finished garment is totally professional.

SWAT? You won’t make any expensive mistakes.
SWAT? You will heighten your reputation.
SWAT? You will generate more orders and word of mouth referrals.
SWAT? You will expand your business quickly.
SWAT? You will earn extra money.
SWAT? You can afford the luxuries you want for your family.
SWAT? You will have achieved everything you wanted...
SW...
Feature. Software automatically generates templates and calculates hem

widths and type of stitch.
SWAT? Just choose the design you want, everything else is done for you.
SWAT? Everything will be designed perfectly every time.
SWAT? You won’t make expensive mistakes.
SWAT? You’ll enjoy your work more.
SWAT? Earning extra money will be fun....
SW...
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SWAT? You’ll know it’s the best and quickest software on the market.
SWAT? You will produce a garment quicker than with other software.
SWAT? You won’t worry about having to spend more money on another
brand of software.
SWAT? You won’t be risking money on the brand of software to buy...
SW...
Feature. Costs only $197.
SWAT? That’s a reasonably affordable price to start your own home

business.
SWAT? You can recoup that with your first 3 orders.
SWAT? You won’t have to make financial sacrifices to set up your business.
SWAT? Your family won’t suffer while you’re getting started.
SWAT? You won’t have worries to distract you from your business...
SW...
Feature. Takes just 30 minutes to install and learn.
SWAT? It’s really simple to use.

SWAT? You won’t have to suffer the time and frustration of learning new
skills.
SWAT? You can be confident you will be able to get started without any
problems.
SWAT? You won’t make expensive mistakes.
SWAT? You’ll be making money, not spending it.
SWAT? Your family will start enjoying the extra money straight away...
SW…
Feature. Online interactive video tutorial.
SWAT? It’s the easiest and quickest way to learn.

SWAT? You will learn fast and easy from actual step by step examples.
SWAT? You will produce your first completed garment within hours of
starting your business.
SWAT? You’ll feel a terrific sense of achievement.
SWAT? Your apprehension about starting a business will quickly
disappear...
SW…
Feature. Available for Mac or Windows.
SWAT? Most biz opportunities only cater to PCs.

SWAT? You can use it on a Mac if you ever choose to buy one...
SW…
Feature. 12 months money back guarantee.

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SWAT? You can use it for a whole year and if you find it’s not for you, then
you get your money back.
SWAT? We must be confident that you will be satisfied.
SWAT? Only a really honest and established company would give a
guarantee that long. Most only give 30 days.
SWAT? It must be everything we say it is.
SWAT? If it wasn’t, we would be foolish to offer such a long guarantee.
SWAT? Your decision to buy from us is totally risk free.
SWAT? You won’t be any worse off if you tried it then asked for a refund.
SWAT? Your startup capital is totally protected.
SWAT? Your family, and your confidence, won’t suffer...
SW…
Feature. 30 day free trial download.
SWAT? We are absolutely confident you will like it.

SWAT? You have the chance to try it out without risking a dime.
SWAT? You will know for certain whether it is everything you want for your
ideal home business.
SWAT? If it’s not what you want, you’ve risked nothing...
SW...
Feature. Download and CD-ROM.
SWAT? You can run from the CD if you haven’t much space on your hard
drive. And if you load it into your PC, you won’t lose your program
if your PC crashes.
SWAT? Your business is totally protected.
SWAT? Your income won’t suffer.
SWAT? Your family won’t be affected....
SW...
Feature. Free help by e-mail.
SWAT? If you get stuck you can get help and advice.
SWAT? You’ll never be left on your own.
SWAT? You won’t have to struggle to learn your business.
SWAT? You will establish your business faster.
SWAT? You will start earning faster.
SWAT? Your family will benefit quicker...
SW...
Feature. Free membership of the “Miracle Dress Maker Club” e-zine with tips
‘n tricks on all aspects of running a home dress making business.
SWAT? You will keep up-to-date with all the latest information.
SWAT? You will keep bang up-to-date on everything in your industry.
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SWAT? You will design the most up-to-date garments for your customers.
SWAT? They will return to you for the latest fashions.
SWAT? You will build a larger base of loyal customers.
SWAT? You will get more repeat orders and referrals.
SWAT? You’ll make more money.
SWAT? You will provide even more luxuries for your family.
SWAT? Your family will appreciate you more.
SWAT? The family bond will grow stronger...
SW...
See what’s just happened? We started off with 17 features. From those 17
features, we originally generated 17 benefits. By using the SWAT? Benefit-
Generator we have multiplied 17 benefits into 92, giving you a staggering total
of...
... 109 features and benefits!
Imagine how persuasive and exciting your copy will be when it’s loaded with 109
features and benefits. Every one of which is specifically identified to satisfy your
reader’s needs.
And each one provides exactly what she really wants.
One of the hardest things about good copywriting is generating

benefits rather than getting stuck on features. The SWAT?
technique is sheer genius. SWAT? is something you must do,
along with the three key steps to great headlines that Joe
outlined earlier. (Quick review of the steps...do headlines first,
make them tell a story, and follow the seven “pro” techniques.)
Use SWAT? on every one of your benefits until you just can’t
SWAT? any more. It will make your copy far stronger.
Think about how she now feels... having just seen our competitors’ copy, which
contains a mere fraction of the benefits that we’re offering.
Interested? Very interested? Reassured? Excited? More than that...
Ready to buy!
OK, in a few cases, the same benefit was generated from several different
features. But doesn’t that tell you something? Doesn’t it tell you that perhaps
this may be one of the strongest benefits of MDD?
166
Now let’s stay in her mindset and go through our final list, looking at it from her
point of view. Keep what she needs constantly in the forefront of your mind,
partner. And most importantly, what she really wants. Which is...
“A risk free, simple to set up and operate home business

achievement and a deep sense of satisfaction knowing I’m
giving my family the extra luxuries they deserve.”
Which of our benefits will give her what she specifically wants? How about...
• You will learn how to make extra money working from home, and still spend the
time you need with your family.
• You can start your own business immediately.
• Earning extra money will be fun.
• You won’t have to suffer the time and frustration of learning new skills.
• You’ll feel a terrific sense of achievement.
• Your family will quickly begin enjoying the extra income.
• You have a risk free chance to try it out, without spending a dime.
Now from her point of view, combine these benefits into a summary which
promises her exactly what she wants which is...
1) Reel a terrific sense of achievement

2) Start your own fun business immediately
3) Without risking a dime
4) Still spend the time you need with your family.
How about...
With Miracle Dress Designer you quickly begin enjoying the

fun and totally risk-free satisfaction of making an extra
$100-$200 weekly for your family, without affecting your
family life in any way.
Now we can ask final questions...
Does that sum up everything she wants? Do you think our competitors will be
offering her so much? Or will they be stating the same bland and “me-centered”
list of features as everyone else, and desperately dangle them as bait in the big
pond?
167
And which site do you suppose will appeal the most to our reader? Ours?
Congratulations. I’ll pat your back... you pat mine, because...
We just uncovered our USP!
But we have achieved more than that. Much, much more.
We have also uncovered 109 features and benefits that will make our headlines
and sales copy into the most persuasive message our reader will ever come
across.
Why?
Because our USP and every single benefit are exactly what she is looking for!
Our carefully created sales message written specifically for her will solve her
problem and give her the reassurance and courage she needs to buy from us.
Competition?…
... What competition?
But brace yourself... it gets even better. Because believe it or not, you ain’t seen
nuthin’ yet. Now for some magic -- nothing up my sleeve and...
10.5. Presto!... The Copy Writes Itself!

So far, we have a way to create something that most people find too difficult to
even attempt... the correct USP! This is a powerful advantage. We also have
an efficient and effective way to uncover the maximum number of benefits,
especially created for our specific customer.
And we have much more...
We also have the secret to writing the most irresistible and persuasive sales
message you could ever imagine! Our competitors’ sales copy will appear
lifeless by comparison!
Here’s the proof...
Look again at our list of 92 benefits and 17 features.
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Remove the SWAT?s
Link each feature and benefit with a “So,” “but,” “also,” “and,” “when,” etc., and
then...
Read through our list as if it were a complete message.
Notice anything? Isn’t it amazing? Almost unbelievable? We have already

written 90% of our sales copy! And it’s sales copy that’s absolutely saturated
with every single benefit that our customer could ever wish for!
Awesome. That’s the only word for it.
Because with careful editing, the addition of some strategically positioned power
words, and a couple more professional techniques (to be covered shortly), our
list will quickly transform into the most effective sales message possible.
And it will be written specifically for our “ideal” customer. We will be speaking
directly to her and saying...
“I know exactly what you want. So…
... here it is on a plate.”
And she’ll buy!
Wow!
So let’s put our first draft together.
Let’s not worry about the grammar or the layout. This is merely a linked list of
our features and benefits...
The Miracle Dress Designer Home Business Package contains

everything you will ever need to start up and run your very
own home business.
(This unique and easy to set up package contains...)
A detailed and easy to understand how-to e-book on setting

up and running a part-time home-based dress making
business.
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So you will learn how to make extra money working from

home, and still spend the time you need with your family.
Owning your own dress design business means you’ll be able

to afford to give your family the higher standard of living
you know they deserve.
The software is simple to install and extremely easy to

learn. So...
You don’t need any knowledge of computers.
Just point and click. So you don’t have to learn a new

skill. And you’ll save days or even weeks of hard work
usually needed just to get started. So you won’t be
distracted from your family life.
It means you can start your own business immediately and

your family will begin to enjoy those extras within days.
The Miracle Dress Designer is so unique that you need no

previous dress designing or sewing experience. So you don’t
have to learn a new profession. Just point and click to
custom design 250 styles of ladies’ and children’s fashions
in any size.
This enables you to design any style of garment from

traditional styles to the latest high fashion for yourself
your friends your children and for resale.
You’ll confidently take orders for any size and style of

garment and you won’t have to turn orders away. You’ll
achieve high credibility with your customers and win the
respect of your customers as a professional. So you can
start taking orders immediately and from anyone.
Start earning extra money immediately.
This incredibly advanced software even advises which type

of material is suitable for any particular style or design
you have generated, ensuring that your finished garment is
totally professional in every respect. So you won’t make
This will help heighten your reputation with your customers

that will generate more orders and word of mouth referrals
expanding your business quickly and effortlessly.
170
And, of course, earning extra money yourself and your

family.
It automatically generates templates and calculates hem

widths and type of stitch. You just choose the design you
want and everything else is done for you.
So everything will be designed perfectly every time

eliminating costly and expensive mistakes.
You’ll enjoy your work more.
In fact you will soon realize that earning extra money will
be fun.
Miracle Dress Designer is easier to use than any other

dress design software. So you’ll know it’s the best and
quickest software on the market.
You will produce garments quicker than with other software

without the nagging worry about having to spend more money
on another brand of software in the future.
The very reasonably affordable price means that you can

recoup your investment with your first 3 orders. So you
won’t have to make financial sacrifices to set up your
business. And your family won’t suffer while you’re
getting started.
It takes just 30 minutes to install and learn.
It’s really simple to use. And because you won’t have to

suffer the time and frustration of learning new skills you
can be confident you will be able to get started without
any problems.
And because you won’t make expensive mistakes you’ll be

making money not spending it.
Online interactive video tutorial
Miracle Dress Designer video tutorial makes it the easiest

and quickest way to learn.
You will learn fast and easy from actual step by step
examples and be producing your first completed garment
within hours of starting your business.
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You’ll feel a terrific sense of achievement and your

apprehension about starting a business will quickly
disappear.
Available for Mac or Windows
Most biz opportunities only cater for PCs. But you can use
Miracle Dress Designer on a Mac if you ever choose to buy
one.
12 months money back guarantee.
You can own Miracle Dress Designer for a whole year and if
you find it’s not for you then you get your money back.
So you can see we must be confident you will be satisfied.

Only a really honest and established company would give a
guarantee that long and most only give 30 days. And it
must be everything we say it is. If it wasn’t we would be
foolish to offer such a long guarantee.
So because your decision to buy from us is totally risk-

free you won’t be any worse off if you tried it then asked
for a refund. And your start up capital is totally
protected.
30 day free trial download
We are so confident you will like it you have the chance to

try it out without risking a dime. After 30 days you will
know for certain whether it is everything you want for your
ideal home business.
And if it’s not what you want you’ve risked nothing....
Download and CD-ROM
You can run Miracle Dress Designer from the CD if you

haven’t much space on your hard drive. And if you load it
into your PC, you won’t lose your program if your PC
crashes.
So your business is totally protected and neither your

income or your family will suffer.
Free help by e-mail
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If you get stuck you can get help and advice so you’ll
never be left on your own. We make sure you won’t have to
struggle to learn your business.
This will establish your business faster and you will start
earning faster.
Free membership
You will automatically become a member of the Miracle Dress

Maker Club e-zine. With tips ‘n tricks on all aspects of
running a home dress making business you will keep bang up-
to-date on everything in the dress making and fashion
industry.
So you will design the most up-to-date garments for your

customers and they will return to you for the latest
fashions.
You will build a larger base of loyal customers and you

will get more repeat orders and referrals. And make more
money of course to provide even more luxuries for your
family.
Real magic! Remember, this is not our final sales message!
Word for word, this is our original list of 109 benefits and features simplistically
linked together with a few joining words.
But what a first draft!
Later, we’ll learn how to edit and restructure this draft copy into a finely tuned
and professionally crafted benefit-saturated, order-generating sales message.
Recap what we have achieved so far...
• Focused our MWR (Most Wanted Response).

• Established the mindset of our “ideal” customer and discovered her needs. But
more importantly... found out what she really wants.
• SWAT?ed 109 powerful features and benefits which are relevant to her.
• Discovered our USP.
• Written the first draft of our sales message.
And, to top it all off, you and I now have everything we need to create the most
important item in our sales message that will either make or break our whole
marketing effort...
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Our opening headline!
So why don’t we do that right now?...
10.6. Let’s Create Our Headline

Here we go again. Somehow, you and I always seem to end up at the same
place…
... inside our “ideal” customer’s mindset. It’s just you, me and her.
No-one else matters.
Bear in your mind that we can’t sell to all potential buyers. Perfect the method of
selling to an ideal individual. So from here on in we must focus on her thoughts...
She’s just clicked through to our Web site. What’s going through her mind?
Imagine her surfing yet again, looking for the answer to her problem.
How is she feeling? What’s her attitude like? She’s looked at so many
“opportunities” and is beginning to become a little cynical, confused,
frustrated, or even…
... despondent!
She probably isn’t quite sure what kind of business she’s looking for. But we
have a terrific advantage over our competitors. We know exactly what she
wants!...
“A risk-free, simple to set up and operate home business

achievement and a deep sense of satisfaction knowing I’m
giving my family the extra luxuries they deserve.”
Perhaps she visited a few other sites just before she found ours. So her visit
may even be a little half-hearted. She certainly isn’t convinced our site is going
to offer the answer. OK, let’s be frank... she’s downright skeptical.
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So we know... In order to grab her attention, we must immediately show her that
we can solve her problem and give her exactly what she wants. And we have
three seconds to do it!
The only way to achieve this is with our headline. But not just any ordinary
headline. Our headline must boast our USP -- it must promise her that we have
the ideal solution to her problem. It has to say... “Look no further. Here’s the
solution to everything you want.”
And it has to be front and center on the Web page... “in her face.” So do you
think she will be filled with enthusiasm and excitement if she reads a headline
saying…
The Miracle Dress Designer Generates

Templates Faster Than Any Other Software
Ugh! A “feature” headline won’t do it for her. She’s not thinking, “Geez, I want
speed.”
Does this headline seem familiar to you? Not the “Miracle Dress Designer” part,
but the “type” of headline. Look at the message. Ring any bells?
It’s the kind of bland, uninteresting and ineffective headline we see on so many
Web sites, including those of our competitors. It’s the kind of headline they’re
using as “bait” to fish in the big pond. Now we see why they get so few bites.
It’s a “me” message. It advertises a feature. It appeals to a tiny percentage of

potential customers -- existing dress designers specifically looking for a quicker
software package.
It doesn’t answer our “ideal” customer’s over-riding question...
“What’s in it for me?”
So it’s a failure!
What then do we write? Here’s where our hard work starts paying off. Let’s look
again at our USP.
With Miracle Dress Designer you will quickly begin enjoying

the fun and totally risk-free satisfaction of making an
extra $100 - $200 weekly for your family, without affecting
your family life in any way.
This one phrase offers our reader everything she wants. So why don’t we use
this as our headline?
175
We also know her attitude. She’s in a hurry and so she does what most of us
do... She scans! Her eyes quickly dart over our text, searching for something to
grab her attention. She’s looking for a word or short sentence that will ring a bell
in her mind.
We must stop her scanning immediately, or she’ll be gone. Keep her attention.
Persuade her to begin reading at the top of our sales message, or we’ll miss the
opportunity to draw her into the body of it.
So let’s condense or re-write our USP into a short punchy headline. A

headline that will grab her attention immediately.
Time to look closely at our USP again...
With Miracle Dress Designer, you will quickly begin

enjoying the fun and totally risk-free satisfaction of
making an extra $100 - $200 weekly for your family, without
affecting your family life in any way.
Which words do you feel would give her that? “Miracle Dress Designer?”
Hardly. At the moment, she doesn’t even know what it is.
Let’s try...
“Fun”
“Risk-Free”
“Quickly”
“Extra $100 - $200 weekly”
“Family”
OK. These words should trigger a reaction. After all, each one describes at
least part of something she wants. But be careful because this is where so many
people make a huge mistake.
They try too hard to come up with power words. They see these words used all
over the Internet, in e-zine ads and on Web sites. Hey, so many marketers are
using them! They must work, right? So they unwittingly do the same.
This type of marketer comes up with a headline like...
How to make $100,000 a year part-time

with Amazing Home-Biz opportunity
176
Or...
End your money worries forever

working just 10 hours a week
OK, OK. I can almost hear you saying, “But what’s wrong with headlines like
these?” After all...
They tell the reader she can make extra money, don’t they? They tell her she
can do it from home, don’t they? And that’s what she needs, isn’t it?
Yes on all counts. But...
Where is “what she wants?”
And most importantly, she will have to read well into the sales copy to find out if
our business opportunity will deliver the exact solution to her problem. She has
visited lots of sites and scanned pages and pages of copy, only to discover that
the business didn’t suit her.
She has seen so many “get-rich quick” schemes, complicated business plans,
and far-fetched claims by so called successful “Netrepreneurs,” that her eyes are
glazing over.
We’re in her mindset. So we know better than anyone that she just isn’t
interested in a headline that she has seen a hundred times or more.
What about using the hyped up “hard sell” type of headlines that constantly thrust
themselves at her? How about something like...
$$$$$$$$$$$$$$$$$$$$$$$$
Discover the secrets to making

$$ thousands in your spare time
$$$$$$$$$$$$$$$$$$$$$$$$
Will that impress her? Oh yeah.
How about...
How to make $100,000 or more a year working

from your kitchen table in your pajamas
Not another pajama line!!!
177
Will those headlines grab her? Never in a million years. And we both know why.
Is it because she doesn’t wear pajamas?
No, it’s because she’s seen it all before! She’s immune to it. They don’t offer
her what she really wants. In fact, headlines like these are almost invisible to
her!
How do we get her attention and start the selling process? The simple
answer is...
10.6.1. No Need Hype, No Need To Be Clever

In fact, it’s so simple that it’s difficult to understand why everyone doesn’t do it...
Just promise to give her exactly what she wants! Our competitors can’t
because they don’t know that. Our visitor wants to earn an extra $100 - $200 a
week. So why beef it up to $100,000 a year?
Yes, I know that $100,000 a year is a heck of a lot more than $200 a week. But
don’t you think $100,000 may look unbelievable, even unattainable to her?
After all, her…
... B.S. detector is already working overtime.
She wants and can already imagine herself earning $200 a week. So promise
her what she wants! And let’s substantiate our promise in...
Our subheading.
Our opening paragraph.
And our sales copy.
Like this...
The ideal risk-free way for homemakers

like you to earn extra money
But this only delivers part of our promise. It’s enough to grab her attention. We
must follow it immediately with a subheading that offers her exactly what she
wants.
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Here goes...
The Miracle Dress Designer Home Business is the fun way to

enjoy the totally risk-free satisfaction of making an extra
$100-$200 a week for those little extras, without affecting
your family life.
Now let’s tighten it up and add “punch” to our promise. Using some of the tips
we learned earlier, we can make our headline as powerful, as persuasive, and as
intriguing as possible to give it maximum impact.
• Add a “reasonable and relevant” power word. She’s been looking around for a
long time so how about... “At last” or “Discover” or “How to.”
• To give it more of a me-to-you feel, let’s contain it between quotation marks.
• Delete every word that doesn’t add to the impact of the message.
• Start each word in the main headline with a Capital Letter and increase the font
size to give it more impact.
• Remove the period at the end of the sentence to ease the flow from one
sentence to another.
Now let’s see what we have to offer...
“At Last, The Totally Risk-Free

Way For Busy Homemakers Like
You To Earn Extra Money”
“The Miracle Dress Designer Home Business Is The Fun Way
To Enjoy The Totally Risk-Free Satisfaction Of Making
$100 - $200 A Week For Those Little Extras -
Without Affecting Your Family Life”
Look at it critically, still in her mindset...
Do these two promises offer her everything she wants? Are they good enough to
persuade her to stop scanning? Do you think she’ll be interested or even excited
enough to read our main sales message?
Will this be a much stronger and more persuasive headline than our
competitor’s?
Yes? Congratulations! Our Web site has just…
179
... captured our “ideal” customer! She’ll read the rest of our
copy, as long as it continues to deliver what she wants.
As I said earlier, I write the headline first while I’m fully primed, and
before I get into the longer job of writing the full body copy. The
linked list of features and benefits above is just a “pre-first draft”
of the body copy. We’ll use it to write the body copy together in the
next section.
Let’s review what you and I have achieved so far...
• Identified our target market.

• Described our “ideal”customer.
• Established her mindset.
• Discovered her needs.
• Discovered what she really wants.
• Discovered the awesome power of the SWAT? Benefit-Generator and
uncovered 109 features and benefits.
• Created our USP.
• Written our opening headline.
• Written our first subheading.
• Written our draft sales message.
Think we’re getting somewhere? I’ll say we are. Even at this stage, we’re way
ahead of the competition! Remember them? The 95 percenters?
Wait until you see what’s ahead...
10.7. Starting The Sales Message

This is the moment when so many copywriters begin to feel overwhelmed. In
fact, they can feel downright intimidated. So much to say, yet so little space to
say it in.
Know the feeling? Apprehension grips the stomach and freezes the thinking
process. Gray matter turns to solid stone. They stare at that intimidating blank
screen or an unforgiving sheet of paper and think...
180
“Oh no. Where on earth do I start? I know what I want to say, but I feel like a...
... dunce. How do I say it?”
“All those copywriting articles I’ve read.” “All that advice.” “For what?” After
several false starts, desperation creeps in and they think...
“Good writers are so much smarter than me. It’s easy for them. They must have
a natural talent. Who am I to think I can write as well as them?”
But now you know better, don’t you? You know that you can write as good as
anyone... errr, as well as anyone. So if this ever happens to you, just calm down
and...
Don’t panic!
You already have the proof that great persuasive copy isn’t produced with smoke
and mirrors or mystery. It takes neither a “good” education nor a special gift. It’s
simply a case of having the self-discipline to follow the correct guidelines, and to
tackle one thing at a time.
After all, just look at how much we’ve already achieved with the simple use of
SWAT?. We’ve written a terrific headline and our…
... computer wrote a first draft of our sales message all by itself!
Let’s review our list of benefits, linked into first drafts of blocks of sales copy...
1) The Miracle Dress Designer Home Business Package contains everything you
will ever need to start up and run your very own home business
2) It contains a detailed and easy to understand “how-to” e-book on setting up

and running a part-time home-based dress making business.
3) So you will learn how to make extra money working from home, and still spend
the time you need with your family.
4) Owning your own dress design business means you’ll be able to afford to give
your family the higher standard of living you know they deserve.
181
5) We are so confident you will like it you have the chance to try it out without
risking a dime. After 30 days you will know for certain whether it is everything
you want for your ideal home business.
6) And if it’s not what you want, you’ve risked nothing...
7) The software is simple to install and extremely easy to learn. So...
8) You don’t need any knowledge of computers. Just point and click. So you
don’t have to learn a new skill. And you’ll save days or even weeks of hard work
usually needed just to get started. So you won’t be distracted from your family
life.
9) It means you can start your own business immediately and your family will
begin to enjoy those extras within days.
10) The Miracle Dress Designer is so unique that you don’t need previous dress
designing or sewing experience. So you don’t have to learn a new profession.
Just point and click to custom design 250 styles of ladies’ and children’s
fashions, in any size.
11) This enables you to design any style of garment from traditional styles to the
latest high fashion, for yourself, your friends, your children, and for resale.
12) You’ll confidently take orders for any size and style of garment and you won’t
have to turn orders away. You’ll achieve high credibility with your customers
13) You’ll win the respect of your customers as a professional. So you can start
taking orders immediately and from anyone.
14) And start earning extra money immediately.
15) This incredibly advanced software even advises which type of material is
suitable for any particular style or design you have generated. This ensures that
your finished garment is totally professional in every respect. So you won’t make
16) This will help heighten your reputation with your customers who will generate
more orders and word of mouth referrals, expanding your business quickly and
effortlessly.
17) And of course earning extra money for yourself and your family.
18) It automatically generates templates, and calculates hem widths and type of
stitch. You just choose the design you want and everything else is done for you.
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19) So everything will be designed perfectly every time, eliminating costly and
expensive mistakes.
20) So you’ll enjoy your work more. In fact, you will soon realize that earning
extra money will be fun.
21) Miracle Dress Designer is easier to use than any other dress design
software. So you’ll know it’s the best and quickest software on the market.
22) You will produce garments quicker than with other software, without the
nagging worry about having to spend more money on another brand of software
in the future.
23) The very reasonably affordable price means that you can recoup your
investment with your first 3 orders. So you won’t have to make financial
sacrifices to set up your business. And your family won’t suffer while you’re
getting started.
24) It takes just 30 minutes to install and learn.
25) It’s really simple to use. And because you won’t have to suffer the time and
frustration of learning new skills, you can be confident you will be able to get
started without any problems.
26) And because you won’t make expensive mistakes, you’ll be making money,
not spending it.
27) Miracle Dress Designer video tutorial makes it the easiest and quickest way
to learn.
28) You will learn fast and easy from actual step by step examples and be
producing your first completed garment within hours of starting your business.
29) You’ll feel a terrific sense of achievement and your apprehension about
starting a business will quickly disappear.
30) Available for Mac or Windows.
31) Most biz opportunities only cater to PCs. But you can use Miracle Dress
Designer on a Mac, if you ever choose to buy one.
32) 12 months money-back guarantee.
33) You can own Miracle Dress Designer for a whole year and if you find it’s not
for you then you get your money back.
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34) So you can see we must be confident you will be satisfied. Only a really
honest and established company would give a guarantee that long and most only
give 30 days. And it must be everything we say it is. If it wasn’t, we would be
foolish to offer such a long guarantee.
35) So because your decision to buy from us is totally risk free, you won’t be any
worse off if you tried it then asked for a refund. And your startup capital is totally
protected.
36) You can run Miracle Dress Designer from the CD, if you haven’t much space
on your hard drive. And if you load it into your PC, you won’t lose your program
if your PC crashes.
37) So your business is totally protected and neither your income nor your family
will suffer.
38) If you get stuck, you can get help and advice. So you’ll never be left on your
own. We make sure you won’t have to struggle to learn your business.
39) This will establish your business faster and you will start earning faster.
40) You will automatically become a member of the Miracle Dress Maker Club e-
zine. With tips ’n tricks on all aspects of running a home dress making business
you will keep up-to-date on everything in the dress making and fashion industry.
41) So you will design the most up-to-date garments for your customers and they
will return to you for the latest fashions.
42) You will build a larger base of loyal customers, and you will get more repeat
orders and referrals. And make more money, of course, to provide even more
luxuries for your family.
Hey, just a minute! We had 109 features and benefits. So why are there only 42
now? We linked them together. Remember?
So...
What are the strengths of our draft sales message... err, sorry... of our benefits
list?
• It’s saturated with benefits.

• It tells our reader what’s in it for her.
• It tells her that our product satisfies her every need.
And most important of all...

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• It promises to give her everything she wants.
In fact, even in its present raw form, our list-cum-sales-draft is a hundred times
better than the majority of finished copy our reader has seen on her boring and
frustrating travels around the Web.
Great start! But now comes the part that will really make it shine…
... the polish. It’s important to remain in the mindset as we polish

our benefits list into the most persuasive sales message she has ever seen.
Remember AIDA? No, it’s…
... not an opera!
Attention. Interest. Desire. Action.
This offline copywriting acorn is one that makes the transition to the Net intact --
it’s essential to writing successful copy. It’s advice that’s so much easier said
than done. But due to our techniques, it just got a whole lot easier!
Our headline has already grabbed her Attention. Here comes the next step.
Increase and retain her Interest... Glue her rear onto her seat and her eyes to
the screen until we’ve delivered our complete message.
How? With...
10.7.1. Our Opening Paragraph

Did you notice how our headline flows easily into our subheading?
It’s the same way our reader’s Attention needs to be drawn quickly and smoothly
into our opening statement. We’ve got her attention, but she’s certainly skeptical.
Now to smoothly convert skepticism into Interest.
So back to her mindset. It’s just you, me and her. No one else...
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What’s going through her mind? She’s looking for the answer to her problem.
Right?
How is she feeling? She’s looked at so many opportunities that she’s becoming
cynical, confused and frustrated.
How’s her attitude? Despondent? She has read all the hard sell copy, and
anything resembling hype is now invisible. She just doesn’t know whom to trust!
At this point, perhaps, she’s looking for a reliable friend. Someone to take her
by the hand and explain exactly how her problem can be resolved.
We’ve just grabbed her attention with...
“At Last, The Totally Risk Free

To Enjoy The Totally Risk Free Satisfaction Of Making
So what’s she thinking now?
Does she assume this is yet another over-hyped biz opp? Or...
Is she thinking that this, at first glance, may be offering everything she wants?
Does a small bell in her mind begin to ring? Or...
Does she immediately sit bolt upright and shout…
... “Fantastic! This is everything I’ve been looking for.

Where do I order?”
‘Fraid we’re dreaming in glorious technicolor.
What’s actually happening? A little voice in her subconscious is saying...
“Hey, they’re talking to me! I hope this is the answer. Probably not. I hope this
site does not let me down, too. I’ll give them a few seconds of my time to tell me
a bit more!”
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Listen. Did you hear what she said?...
“I hope this is the answer!”
She’s surfing the Web once again, hoping she will find the solution. But she’s
doubtful, too... big time! So she also says, “I’ll give them a few seconds of my
time to tell me a bit more!”
And that’s our challenge now, my brilliant copywriting partner. Our opening must,
in just a few seconds, convert skepticism into interest. And tell her more.
It must do more than just tell her what she needs to know. It must tell her what
she wants to hear! And that is...
“This is the answer!”
So how do you think she’ll feel if we open with...
It’s absolutely true. Miracle Dress Designer is guaranteed

to make you $200 a week, or we give you your money back.
Once you start using this amazing program you will be
staggered to find how easy it is to earn $10,000 a year and
more in your spare time. In fact, it’s so simple that
anyone can do it!
Well, it contains most of what she needs but it’s a bit strong, don’t you think? It’s
not flat-out hype, but the words may seem familiar to her.
Our headline has lowered her defenses slightly. But this opening paragraph
doesn’t do anything to lower her “cynicism barrier.” Not when she feels that
she’s read this before somewhere.
She wants to hear the voice of a trustworthy friend. Read the paragraph above --
would you talk to a friend like that? Borderline.
Let’s speak to her in a warm friendly voice, and offer her a big benefit, the
complete solution to her problem! The best way to keep her attention, and
increase her interest is to…
... keep firing our biggest guns, right from the start.
Still in her mindset? She’s been looking for a while and becoming somewhat
frustrated and maybe even a little desperate. So how about...
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Hi.
If you’re becoming frustrated in the search for your Ideal

Home Business, could this be the perfect answer?
Sound good? Well it’s...
• Warm and friendly.

• She’ll identify her problem right away.
• It intensifies her curiosity.
• And it leads her seamlessly into our sales message.
A touch manipulative and abrupt, perhaps. Let’s add one more reassuring
touch...
Our client, the owner of the magnificent “Miracle Dress Designer” (MDD) and the
person paying our (huge) bill, is Janice Tripp. Our “ideal” customer is also a
woman. And the product is a friendly, touchie-feelie one.
How many of those other sites started a bit of relationship right away? None, I’d
wager. Let’s do so right off the top, like this...
Hi, I’m Janice Tripp.
If you’re like many of my friends, you may be searching for
the perfect blend of extra income, personal outlet, and
increased family benefits. If you’re becoming frustrated
in the search for your Ideal Home Business, I may have the
perfect solution for you.
Warmer? Reassuring? But still gets the USP across, doesn’t it? If she does not
read deeper, she simply is not in our target market.
Now let’s build on it...
10.7.2. Next-Level Benefits Build Interest

Read through our linked benefit list again. But this time, read them one at a time.
Bear in mind that we should keep firing our biggest guns first.
We have to intensify her Interest. How? Keep promising what she really wants.
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Let’s identify the biggest benefits to fire at her straight away. I’ve chosen what I
think are the biggest benefits, and retained the numbers so you can see at a
glance where they’ve been selected from.
You may consider other benefits to be more suitable. But for now, just humor
me, partner. See if you agree...
1) The Miracle Dress Designer Home Business Package contains everything

you will ever need to start up and run your very own home business.
3) So you will learn how to make extra money working from home, and still spend
the time you need with your family.
4) Owning your own dress design business means you’ll be able to afford to give
your family the higher standard of living you know they deserve.
5) We are so confident that you will like it that you have the chance to try it out,
without risking a dime. After 30 days you will know for certain whether it is
everything you want for your ideal home business.
6) And if it’s not what you want, you’ve risked nothing....
7) It means you can start your own business immediately and your family will
begin to enjoy those extras within days.
8) You need no knowledge of computers. Just point and click. So you don’t
have to learn a new skill. And you’ll save days or even weeks of hard work
usually needed just to get started. So you won’t be distracted from your family
life.
10) The Miracle Dress Designer is so unique that you need no previous dress
designing or sewing experience. So you don’t have to learn a new profession.
Just point and click to custom design 250 styles of ladies’ and children’s
fashions, in any size.
22) You will produce garments quicker than with other software without the
nagging worry about having to spend more money on another brand of software
in the future.
Now, continuing in the same voice as our opening sentence, let’s re-write the
strongest points of these benefits into an opening paragraph or two. Let’s
make sure that we give her everything she wants.
How about this...
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Hi, I’m Janice Tripp.

Miracle Dress Designer gives you everything you’ll ever

need to start and run your very own successful Home
Business, and still have all the time you need to spend
with your family. Better time, too... because there’ll be
some extra cash for treats and vacations. With enough left
over for all the school “extras.”
You need no knowledge of computers. No dress designing or

sewing experience. No highly specialized skills. And...
Since it takes just 30 minutes to install and learn, you’ll

have your very own Home Business up and running
immediately. So in just a few short days, you’ll be
bringing extra income into the family... while doing
something that is also a rewarding personal outlet.
Take a peek at what other part-time business women have had

to say about MDD. As one MDD Home Business owner said...
“It is the ideal fun ’n easy way to earn an extra $100 to

$200 every week, without affecting family life in any way.”
In fact, we are so confident you can do the same, we’re

inviting you to try it out for yourself, ABSOLUTELY FREE!
No catch, no strings, no hidden costs. If it’s not exactly

what you want, you don’t buy it!
Sounds great to me. How about you? Just one more step. Now let’s...
10.7.3. Add More Impact

The Internet is a hard cruel place when it comes to competition. And to be
successful, we need every ounce of…
... selling punch we can muster. So let’s keep building...
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A picture, they say, paints a thousand words. Advertisers have known for
decades that a photograph can add significantly to the impact and profitability of
their advertising.
But it can destroy a Web site! You have to be careful. Very, very careful.
Ensure that the picture you choose supports and reinforces your sales message.
And on the Web, it’s essential that all pictures are optimized to load quickly.
Your “ideal” customer isn’t going to wait 30 seconds with baited breath to view
your masterpiece. So only add a picture to your Web page if it supports and
reinforces your message.
There are no other sales reasons to add pictures or graphics to your Web pages.
Don’t allow yourself to be swayed by the pretty, artistically illustrated Web sites
you often visit. Let them decide whether it helps their sales!
We’re building our Miracle Dress Designer Web site with one specific objective,
and only one... To SELL!
Leave our competitors to provide the entertainment!
Joe’s right -- there are no other good sales reasons to use a

graphic. But there are lots of reasons to include graphics...
navigation, look and feel, etc. These enrich your PREselling
content. See http://mycps.sitesell.com/ for more details.
So what kind of picture should we use to achieve these two objectives? Back to
her mindset again (another 100 times and you should have the mindset habit! )...
Will she be switched on by a photograph of a successful Miracle Dress Designer

business lady…
... in an executive suit?
No! That’s not the lifestyle she needs.
How about a happy smiling lady working at…
... her home sewing machine?
191
Closer! But it’s still not what she wants.
She wants her family to enjoy a better standard of living, without sacrificing her
quality time with them. How do you think she’ll feel if she reads our headline,
and sees a picture of a happy mum enjoying her improved lifestyle with her
family? Perhaps…
... on holiday, or driving their new family car.
Will she identify with it?... Yes!
Will it help her to visualize her lifestyle after she starts using MDD?... Yes.
Will our Web page welcome her with a warm, friendly greeting?... Yes.
Will it help to lower her “cynicism barrier”... Yes.
And most importantly...
Will it enhance and reinforce our message?
Yes!
OK. Why don’t we try it? If it doesn’t work, we can always drop it! We’ll save it
towards the end, where it instinctively seems more fitting.
For the beginning, here’s a better idea.
We’ve already introduced our boss, Janice Tripp. So why not show her who this
wonderful woman (who hasn’t paid us yet!) is?
This is another reassurance tactic that has been used successfully by offline
direct marketers for decades. Yet it’s rarely used on the Web.
Why? Because they don’t know how truly powerful it can be!
Do it right, though...
• Don’t be shy! Make a quality smile... and that includes your sparkling, happy,
trustworthy eyes!
• Use only head and shoulders. Playing on the beach with the kids is a no-no!
• Your eyes should look straight at your reader.
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• Your head should always be inclined towards the center of the page.
• No moustaches or beards. Why?
It’s been accepted for many years that readers tend to distrust people in
photographs with...
... moustaches or beards! That’s why you rarely see politicians

wearing them!
Since our boss is Janice Tripp, we have no problem! In fact, both men and
women feel a greater sense of trust when they see a woman’s photo.
I swore I’d work Frank Zappa into a book, sooner or later!
OK. Let’s see what we have now…
“At Last, The Totally Risk-Free

To Enjoy The Totally Risk Free Satisfaction Of Making
Hello,
... I’m Janice Tripp.

Miracle Dress Designer gives you everything you’ll ever

need to start and run your very own successful Home
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Business, and still have all the time you need to spend
with your family. Better time, too... because there’ll be
some extra cash for treats and vacations. With enough left
over for all the school “extras.”
You don’t need any knowledge of computers.
Zero dress designing or sewing experience required.
And I’ll show you all you need to know. If you have
absolutely no special skills, no problem.
Since it takes just 30 minutes to install and learn, you’ll

have your very own Home Business up and running
immediately. So in just a few short days, you’ll be
bringing extra income into the family... while doing
something that is also a rewarding personal outlet.
Take a peek at what other part-time businesswomen have had

to say about MDD. As one MDD Home Business owner said...
“It is the ideal fun ’n easy way to earn an extra $100 to

$200 every week, without affecting family life in any way.”
In fact, we are so confident you can do the same, we’re

inviting you to try it out for yourself, ABSOLUTELY FREE!
No catch, no strings, no hidden costs. If it’s not exactly

what you want, you don’t buy it!
This does the job. Are we in agreement? Remember, this is just our
introduction, not the complete sales message.
What’s that, partner? You’d rather do it over again, and come up with something
even better? Terrific, you’re turning into a real copywriter!
I’m sure you can because it’s easy to come up with several good approaches.
Then have a few friends who fit the profile of your target market read all of them.
Ask them to rank them in order of preference. And ask for comments.
Go ahead. Do it! I’ve got to count and match my socks tonight, so I won’t be
able to help. But I’ve left a page of NOTES open for you near the back of the
book. At a minimum, print it out and write one better headline, opening
paragraph, and a few more paragraphs.
You’ve got plenty of benefits to work with, so I’m sure you can write an opening
with an even stronger message. And after you’ve finished, we’ll come up with
lots more subheadings.
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We’ll need them when we write the rest of our sales message. The sales
message is known as the body copy. Which, by the greatest of coincidences, is
where we have reached...
10.8. Show Your Great Body

“There is a universal belief in lay circles that
people won’t read long copy. Nothing could
be farther from the truth.”
-- David Ogilvy, Founder of one of the world’s largest Ad Agencies
Got your attention with that headline, didn’t I?
OK, OK... We will take a look at your…
... great body. Hey, that’s not yours! I do believe Ken’s graphic
people are having me on a bit!
Before we go any further, it’s time for a quick review. What have we got so far?
• An eye-catching and intriguing headline.

• A persuasive subheading announcing our USP.
• A friendly and welcoming opening sentence.
• A reassuring photo identifying our lovely boss, Janice Tripp.
• An introduction that connects with our customer’s mindset and establishes key
benefits...
• A half dozen benefit-saturated, fast moving short sentences promising
everything she wants.
So we’ve fired our biggest guns first and grabbed her Attention. And we’ve
managed to stimulate her Interest to learn more.
Now what?
195
Well, this is the point where many marketers let her down. They fire a great big
gun in the form of a massive promise, often a promise that is obviously
undeliverable. They attack her with a barrage of hype and features. Then they
run out of…
... ammunition!
But our tactics are different. Thanks to SWAT?, we’ve lots of “ammunition” in
reserve. Powerful sales-generating ammunition in the form of an arsenal of
benefits. And to convince her to deliver our MWR, we must retain the initiative by
“firing” until the “battle” is won.
Battle?
Is this a war?
Not as we know it. It’s not even a game of chess. In war and chess, the victor
forces his adversary into submission. But we’re not in the enforcement business.
You and I are e-persuaders.
Still, our visitor does have a natural resistance which we have to overcome. So
there is a kind of “battle” going on, but it’s soft. It’s a battle of the mind, for her
mind. We aren’t trying to fool or force her into doing anything.
Let’s boil it down...
We have a product which delivers certain benefits. Our job is to present those
benefits in their best possible light, as clearly as possible. Then anticipate and
overcome objections.
If our product is simply not for her, she makes an appropriate rejection. It’s kind
of like a marriage... you’d be awfully upset if you married me with false
expectations, expecting my head to really be attached to that body above!
If she does want the benefits that our product delivers, we make the sale.
Simple.
So let’s develop this self-image for ourselves... e-persuader.
Which brings us to one of our biggest advantages...
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Many of our competitors see the selling business in a different light. They
attempt to secure her business with adversarial tactics. They try to browbeat her
into buying.
“Buy mine,”…
... they shout.
“Mine is the best choice,” they scream.
“Look what I have,” they demand.
“We’re far superior to the others,” they boast.
“Spend your money with me, me, me!,” they plead.
They believe they’re engaged in a war for her money, in an exercise to pull
dollars from her credit card. That’s why they lose! They don’t realize that by
shouting too much, they may as well be firing blanks. Because eventually she
becomes deaf!
Bottom line?...
No one ever wins an argument. You can’t force someone to agree with you.
But you can e-persuade them!
10.8.1. Persuasion Is The Key

As an e-persuader, you employ the tactics of diplomacy and the power of
persuasion. You’re engaged in the battle for her mind.
By firing our big “guns,” we have gained her Attention. So we must keep on firing
to retain it and...
• Increase her Interest in our product

• Stimulate here Desire to posses it, and...
• Persuade her to take the necessary Action to own it.
And as ammunition we use benefits. From where? Where else but from our
benefits list!
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We pile on benefit upon benefit. Because as she reads our message, her
mindset is constantly throwing up a barrage of objections. This is her defense --
she will not easily turn her mind to our side.
She protects herself against making the wrong decision.
At this point, we’ve already read her mindset and our preparation has forewarned
us of her defensive tactics. As a result, each benefit we fire will answer her
objection before it is raised.
Because her objections are actually questions in disguise!
So we must relentlessly deliver a stream of relevant information, and deliver a

sales message that answers her every question. Information that reinforces our
promise to give her everything she wants.
File this in your memory...
Whatever you promise her, and no matter how persuasive your writing is,
remember that each word, each sentence and every single phrase has to
SELL!
And what are we selling?
The Most Wanted Response! Which is...
To persuade her to buy MDD?
Well, that would be nice.
But considering her mindset, she’s hardly likely to buy from us on her first visit.
Our job is easier than that. It’s to persuade her to...
Download her 30 DAY FREE TRIAL.
Once she does that, she takes home our…
... puppy dog.
And with a carefully prepared follow-up system, our chances of making the sale
are multiplied a hundred fold. Because after she takes it into her home, she
plays with it.
She nurtures it. She becomes attached to it. Then she falls in love with it.
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After all, she now has everything she wants. Then 30 days later, we come along
and threaten to take it away from her. Unless she buys it!
Powerful approach. And honest, ethical. After all, if our product is bad, she
simply deletes MDD from her hard disk. If it meets all our benefit statements,
she’s delighted to pay.
OK, let’s start writing the body copy.
We have a benefits list that contains all the information she needs. If you recall,
it’s an excellent benefit-saturated sales message already! And all we have to do
now is re-arrange them into an...
Inverted pyramid.
Oh no. More techie stuff. A what pyramid?
An inverted pyramid simply means arranging our benefits by placing the biggest
at the top, and listing them down the page in their order of importance.
This, however, doesn’t mean they should fizzle out at the bottom. As we get
near to that position, we have to raise her motivation, get to the point, and finish
with a wallop!
And what is that point?
To persuade her to buy, of course!
So let’s keep our copy sharp and targeted and don’t wander from the subject.
Keep it crystallized and focused. Each benefit should flow easily and
seamlessly into the next.
OK. So far, we’ve grouped our list of benefits into individual chunks of
information. And each chunk is a self-contained small block of copy dealing with
one particular subject. We’ll polish them later.
But right now, we need something to link our list of chunks. We need something
to attract her Attention, and raise sufficient Interest to encourage her to flow into
each section. Especially if she is scanning.
In other words, it’s time to write some...
10.8.2. Subheadings
A subheading should intensify our reader’s interest and curiosity, by explaining
the content of the following chunk.
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Short and punchy, a subheading has to lead/pull our visitor smoothly into the
next part of our sales message. The most effective way to do that is to analyze
each chunk of copy and create a mini headline, in much the same way that we
created the main headline for the top of the page.
These mini headlines also help us to slow our reader down, in case she scans
too quickly to absorb our message. What’s the most important thing to
remember? If our reader scans quickly down the page, the subheadings should
read like a brief overview of our complete sales message.
In fact, if we take our time and do this right... even if she only scans the headline
and subheadings, she’ll find herself reading a list of benefits, as well as a mini-
outline of our sales message.
Review the previous discussions about headlines and subheadings. Then it will
be time to get to work and create our subheading glue for the chunks. Do a few
now, and then compare them with the ones we’ll actually do together in the final
copy below.
10.8.3. The Body Copy

Once we have the subheadings done, the whole project takes on a life of its own.
We already have our “benefit chunks.” All we have to do is stay inside our
visitor’s mindset and follow the guidelines of Copywriting 101 and 102 as we
polish that copy more and more.
Tighten up the sentences. Activate the language. Shorter paragraphs and

longer ones. By the time we finish it, it’s so good that you and I each end up
buying a copy!
If everything up to now has been done right, this is the easiest part of the whole
project. Of course, if you’re a perfectionist, you can turn this into major labor as
you search for the absolutely perfect word or turn of phrase.
You have to know when to stop. After a certain point, only you notice.
Once you think it’s done, read it aloud to friends who meet your target market
thumbnail profile, then customers. If you (or your friends or your customers)
choke on certain points, they’re weak. Fix and repeat until you’re happy.
Wow! All done! Terrific!
Whoops! Not quite. We have to lead our visitor smoothly to the order page (or
the download page in this case).
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10.8.4. Our Last Obstacle... A Big One!

We have one last…
... hurdle to jump over before we put this all together. The close!
That’s “sales-speak” for asking for the order.
Never forget that the whole purpose of writing our sales message is to persuade
our reader to buy our invitation to download her 30 day free trial. If we don’t ask
her to buy, I can guarantee one thing...
She won’t!
But asking for the order isn’t simply a case of saying, “Buy Now.”
This is the most critical point of the selling process. It’s crunch time! And if we
fail now, all our efforts will have been wasted -- and Janice Tripp may stiff us for
the bill. So let’s not blow it now.
If there’s the slightest objection that hasn’t been overcome, or any question that
we haven’t answered, this is the moment when she will procrastinate.
And this is the very last chance we’ll have to reassure her.
So let’s imagine her mindset one more time as she reads through our sales
message. She realizes it’s nearing decision time. How is she feeling now?
Well, if we’ve done our job right, she’s slightly relieved at finding what she really
wants.
• She’s getting excited at the thought of setting up her own business.

• She’s content her in-built objections are going to be answered.
• She’s beginning to picture herself earning those extra dollars.
• She’s almost made up her mind to “take the plunge.”
But then what happens?
What do we all do in this situation?...
She wants to think about it.
Arggggggh!
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What’s the #1 problem after a site does everything correctly and all the
common problems for not buying (for example, lack of security or poor
look-and-feel) are eliminated?
Procrastination.
It becomes a gigantic reason for not buying. Do not ever give your
customer a reason to procrastinate or think about it.
Well, can you really blame her? After all, she’s never done this before. And
even though the trial is free, she still needs a little courage to raise her finger and
press that download button.
She needs something most of us need in similar situations...
She needs a little push. She needs encouragement. She wants reassurance
that this is the right decision.
Because in her own mind, she needs to be convinced that our home business
opportunity is superior to anything else she has seen.
We are so close to getting our MWR (the free download), we can taste it. So
partner, by all means...
10.8.5. Don’t Let Her Think About It

If we allow her to…
... think about it, our chances of making a sale are drastically
reduced. Something which is almost sold is invariably never sold. There is no
such thing as an “almost sale.”
How many times have you delayed buying something until later, and never
bought at all? Or perhaps some time afterwards, you saw a similar item
somewhere else, and spent your money there instead?
Those 6 words… “I want to think about it”… are heard by salesmen every
working day of their lives. They, of course, have the skill and experience to
overcome this by adjusting their presentation.
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They know that a stall is a disguised objection. And an objection is really an

unanswered question.
We all have a tendency to stall. We all have a natural resistance to committing

ourselves on impulse, because we’ve been “burned” too many times.
And so has our visitor.
But we are not face to face with our reader!
We have to anticipate her stall and ensure our sales copy overcomes her
objections before they arise. Then lead her smoothly into a buying mode.
So as she draws to the end of our sales message, we must motivate her into
pressing that button. We have to convince her that by doing so, she will finally
obtain everything she wants.
There are many different ways of doing this. Since we’re in her mindset, we
anticipate how she is feeling at this point. And how is she feeling?
Well, our sales message has promised her everything she wants. Our
introduction has helped lower her defense and raise her hopes. The huge list of
benefits has reassured her. The 12 month guarantee and excellent after-sales
back-up have persuaded her we are a reputable company.
Translation? She’s ready to buy. In fact...
She wants to buy!
And all she needs is a little persuasion.
So we need to trigger the response button that will help her do what she really
wants to do.
How?
Stay focused on her mindset...
Can you understand how she’s feeling at this moment?
Haven’t you been in exactly the same position yourself? Haven’t you wanted to
buy something, or tried to decide on a color, then asked a friend for her opinion?
And when she agreed with you, weren’t you delighted?
Why?
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Because you needed to justify in your mind that you were making a logical
decision, and not simply being carried away with emotion. You’d already decided
what to do and all you needed was a little nudge. And the nudge was actually
the reassurance that your decision was the right one.
So we have to find the right words to nudge our visitor. We need to reassure her
that her gut feeling to push that download button is the right decision.
And how can we do that?
10.8.6. Repeat The Pain, Then Show The Gain

Remind her of her problem, and then repeat our biggest benefit, which in this
case is our USP. Tell her once more that MDD will give her everything she
wants. Then she will realize that if she doesn’t buy now, her problem…
... and her pain will remain. By reminding her of the consequences of
not deciding now, we will trigger the response she wants. And of course the
response we want. Which is for her to click on that download button!
So now, let’s finally...
10.9. Ask For The Order -- And Get It

“Our doubts are traitors, and make us lose the good
we oft might win by fearing to attempt.”
-- William Shakespeare
Good news. We’ve achieved our Most Wanted Response and our “ideal”
customer has downloaded her free 30-day trial. Terrific!
We send her three or four irresistible follow-up e-mails by autoresponder and

wait for her to place her order. After all, MDD is everything she wants, and once
she starts using it, it will sell itself.
But hold on there. Perhaps we’re taking things a little too easy.
Surely our Ultimate MWR -- our sole reason for being in business -- is to sell the
package. What we’ve done so far, is to lend it out and persuade her to visit our
Web site order page.
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But she still hasn’t actually ordered!
So what happens when she decides to actually place her order? Does she just
return to our Web site all fired up in buying mode, and type in her credit card
details?
Time to zoom into her mindset and check out exactly what’s happening.
She’s downloaded MDD, used it, and has decided it’s everything she wants.
Then, just as she’s becoming really attached to it, it’s taken away from her.
Because 30 days after she took our “puppy dog” into her home, it inactivates and
tells her to order.
We’ve e-mailed her 3 or 4 follow-up letters, and motivated her into clicking
through to our order page. Then, clutching her credit card, she enters her
personal details, clicks on “Buy Now,” and becomes the proud owner of MDD.
Right?
Hmmm. Not quite!
Let’s look at some hard facts.
Surveys tell us that a significantly high proportion of potential Internet buyers

actually fill in the order form, but falter at the last hurdle. They take the time
and the trouble to enter all their personal details but...
They don’t click the Buy Button! That’s right. When it comes to “crunch
time”…
... they get cold feet and walk away!
Of course, they intend to buy.
They want to buy.
And they’re sure they will buy... some time in the future!
But many of them don’t! Not today. Yes, they tell themselves they’ll come back
soon, but they never seem to get round to it. Or they wander off somewhere else
and perhaps make an impulse buy from another site.
Or, maybe, never buy at all!
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Once that order form is out of sight, it’s also out of mind. And another potential
sale bites the dust. We’re not just talking about “tire kickers” here. We’re talking
about ordinary, everyday human beings just like you and me! Folks who are on
the verge of buying.
Yet it’s not difficult to understand why this happens. Just recall your own
experiences of when this happened to you. It has happened to you, hasn’t it?
In many cases, the ordering process is…
... too complicated. It’s as if the customer has to pass an

initiative test just to place her order!
In other cases, too little attention is given to the nitty-gritty details. Sometimes
the customer is left to…
... worry because someone didn’t fully explain a seemingly minor

detail like “your credit card information is totally secure.”
Well, this is positive news for us. Because there’s a good chance that this is
happening on our competitors’ sites. We’ll address those potential pitfalls in just
a moment.
Now wouldn’t it be good to know why so many people leave without ordering,
even when those obstacles aren’t present? What makes someone in that
situation lose his nerve?
After all, we’ve all done it.
Once you know why it happens, you can take the necessary steps to help your
reader keep her feet warm and cozy. And what is always the first step?
Go back to your reader’s mindset again. (I told you it would get easier.)
Now imagine how she’s feeling...
She loves MDD.
She’s impressed with the Club e-zine, and she’s convinced it’s everything she
wants. “I’ll buy this,” she thinks, as she approaches the Buy Now button.
206
But she hesitates!
She wants to buy it but her buying finger hovers nervously. Come on now,
you’ve been there. How did you feel? Can’t you sense her nervousness?
She’s hesitating. Pressing that button means that she has to make a final
commitment to spend her hard-earned cash. And she hasn’t got a lot to spare.
After all, she wants to earn extra money, not spend it.
And once she clicks, she’s burned her bridges with no going back. “Should I, or
should I not,” she thinks.
“What if?”
“Yes, but how...?”
Hmmm. Time for us to figure out...
10.9.1. What The Heck Is Happening?

If there’s one thing guaranteed to test our commitment, it’s asking us to back our
opinions with cash. Opinions cost nothing. That’s why they’re so freely given.
But try getting in.…
... someone’s face. Ask them to “Put your money where your
mouth is.” That separates the dreamers from the doers.
So what does our customer need to help her clear the final hurdle? Well, more
information can help. But she’s already been given a bucketful.
Reassurance will certainly boost her confidence. But she’s tried the product and
she loves it.
So what’s holding her back?
Look, you’ve been there. We’ve all been there. So put yourself into her mindset
by reliving how you felt the last time you were in the same situation...
Her finger is hovering, but what’s happening in her mind? Her defense
mechanism has kicked in again. That nagging silent voice inside is making itself
heard once again.
207
“Just take your time girl,” it whispers…
... “What’s the hurry?”
“Are you really sure?” she wonders. “Have you explored every avenue?”
“Is there anything you’ve missed?” she agonizes. “Are you absolutely convinced,
this is the right decision?”
“Is there a catch, you haven’t spotted?” her inner voice nags. “It’s a lot of money,
are you sure there isn’t a cheaper version somewhere else?”
Then she hears those dreaded words. It’s her last defense.
“Why not think about it?”
Argggggh! Again!
You and I both know what can happen, if she does that!
It’s not logic that’s causing the indecision. It’s her emotions! We’re not trying to
commit her to something she doesn’t want. We know MDD will solve her
problem and she knows it will solve her problem.
Logic tells her to buy and her gut feeling tells her the same. But that irritating
subconscious voice whispers just enough to cast a doubt.
What does she need to silence that annoying little voice? A tiny bit of extra
courage! So it’s up to us to help her find it. How?
By giving her the reassurance of...
10.9.2. A Second Opinion

Consider this...
If a friend were right there, advising her to go ahead, would she hesitate? If
her pal urged to “go for it, girl,” would her finger still hover?
Think of how you shop with your spouse. You agonize over a nice shirt. You ask
your spouse how it looks. “Beautiful, darling”…
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... KA-CHING!
Unfortunately, neither her spouse nor her pal is present. But we are. So it’s up
to us to give her…
... the second opinion she’s seeking. And the reassurance and
encouragement that confirms she’s making the right decision.
We’ve already achieved that once with our sales message. Wasn’t she inspired
and motivated enough to “buy” our free download? So...
Do the same again!
But we don’t have to present her with our whole sales message. This time, it’s a
lot easier. Because when she returned to our Web site, odds are, she read our
copy again, before clicking onto the order page.
• So she’s already 99% committed.

• She’s already made her mind up.
• She wants to click that button.
• All she needs is a reassuring arm around her shoulder and a gentle nudge!
And, the greatest weapon in our arsenal is that we know she wants to buy! And
we know, she will buy with her emotions. Not from logic.
So just before we ask her to commit herself, why don’t we give her the second
opinion that she seeks, and stir her emotions by....
• Repeating our USP

• Emphasizing the benefits of our risk free money back guarantee.
• Reassuring her that her decision will permanently solve her problem and cure
her pain.
• Agreeing with her that MDD will provide her with everything she wants.
• Replacing the negative voice in her mind, with a positive mind picture of her
and her family enjoying the benefits that running her own MDD Home
Business will bring.
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Sound complicated? Trust me, it’s not.
In fact, it’s incredibly easy!
Don’t forget, she’s probably never done this before. She’s a newbie at this game
so we must make the ordering process as smooth, and as painless as humanly
possible. She’s feeling nervous. And even though she’s keen to buy, that
infuriating inner voice is still lurking at the back of her mind.
The tiniest distraction or obstacle may be all it takes for that nagging voice to
make itself heard again. So we have to take her by the hand and tell her what to
do. And show her how to do it.
• We have to explain the tiniest detail, right down to choosing the words “Buy
Now” on the magic button. (You wouldn’t ask her to “Submit,” would you?)
• We must explain the advantages of using our secure server.
• And we have to avoid forcing her to click through too many pages to complete
her order. Each click causes unnecessary delay and interruption to the flow.
And another opportunity for her to hesitate.
• We must concentrate on maintaining a smooth but no-pressure flow from our
headline right through to the button. Because the slightest delay, distraction, or
unclear instruction will break the rhythm and could cost us the sale.
Look at the techniques of the professionals.
When a professional salesman is face-to-face with his customer, he will allow

nothing to interrupt his closing presentation.
If the phone rings, he’ll cancel it. If someone tries to attract his attention…
... he’ll ignore them. If his trash can catches fire, he’ll douse
it with coffee and carry on closing!
He’s totally focused on his MWR -- the sale -- and will not deviate from his
objective. He knows from bitter experience, that he should never count his
winnings while the cards are still on the table!
He’s savvy enough to know that however motivated his customer may be,
however good his sales pitch, and no matter how sweet the offer, the deal is
never done until the signature is on the order.
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And as soon as he spots the buying signal, he hones in like a laser and allows
nothing to distract him or his prospect. He even hands the pen to his customer,
points to the signature box, and says, “Just OK it for me there!”
And that’s the way it must be with us.
She’s already given the buying signal by clicking through to the order form. Now
it’s up to us to close the deal! And if you’re wondering how we’re going to do it,
just refer to our tried and trusted...
SWAT? benefits list. And while still remaining in her mindset, just “pick and mix”
the most appropriate benefits to write the most persuasive “greeting” possible on
your order page.
Ready?
(33)
“The Totally Risk-Free Way To
Own Your Very Own Miracle
Dress Designer Home Business”
Hello,
... It’s Janice Tripp again.

Now that you’ve experienced MDD in the comfort of your own

home, I’m sure you’ll agree that this is the ideal Home
Business to help you earn the extra cash you need for
yourself and your family.
(USP) In fact, I’m convinced you’ll agree that MDD is the

perfect fun way of earning an extra $100-$200 a week for
all those little extras you would dearly love to provide
for them.
And without any disruption to family life!
(33) And remember - it’s totally RISK-FREE! Because...

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(33) “If within 12 months, and for any reason whatsoever,

you feel that the Miracle Dress Designer Home Business is
not for you, simply return it to us and receive a full and
courteous refund. No questions asked!”
(33) So you see, with the total confidence of our cast-iron

guarantee and the backing of our highly professional
support team, we have gone to great lengths to ensure your
unqualified success.
To join the thousands of other successful MDD Business

Owners, every one of who started just like you, simply
click on the “Secure Order Page” button and you will be
taken to our Secure Order Page.
The total security of our ordering system guarantees your

details are kept absolutely safe and confidential.
So just fill in the few details required and follow the

simple instructions. Within minutes you will be e-mailed
your personal password. It will unlock your Miracle Dress
Designer Home Business.
Easy to follow instructions will be provided, and your

business will be up and running immediately.
I think you deserve it. Don’t you?
Welcome aboard,
Janice
Just stick to what we know is working, and exploit it to the fullest. And, in this
case, it means using the power and persuasion of our SWAT? benefits list to get
our message over time and time again! If our closer does the job, and it has a
good chance, she proceeds to “Download Now!”
(And Janice Tripp might actually pay us!)
From here, I’ll ask Ken to elaborate further on the order page, when the MWR is
“Buy Now!”…
Take it away, Ken.

….
….
….
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Wow, it’s been a pleasure watching you and Joe work together to get the MWR
of a free trial download.
But many sites have a direct MWR of...
“Get the order! Now!”
Since all of our SiteSell.com sites focus totally on this…
http://order.sitesell.com/
… here are my thoughts on closing the sale online...
No matter how good your product is, you have to “close.” Many people think
that their product is so obviously great and that they are so shiningly brilliant, that
they don’t need to “lower themselves” to sell.
Wrong! And to those people, I would add, “Sales is the most noble, and
important profession.” It’s where the action is. Do it well, and you will thrive.
So...
Don’t think there’s something wrong with asking for the order! Are you are
offering a great product with outstanding benefits? Do you honor your money
back guarantee? If so, you’re offering something that will improve your
customer’s life, and with no risk to her. But...
Customers resist the sale, always, and especially over the Web. You obviously
can’t be there with your customer -- so do your best with the written word. Which
means “Don’t be shy to get the sale!” And don’t make the purchase a “close
call” -- offer so much that your customer would have to be brain-dead to turn it
down.
Build an irresistible offer and a crystal-clear call to action into your MWR
closer page. Specify all the ways that your customer can deliver the MWR,
including the response form. Flesh out the closer page with copy and
headlines. Remember, it’s...
“Do or die” time. There is only one reason why your visitor has made it to your
MWR closer page...
Your site has succeeded... so far! She’s interested.
So many sites today finish a pathway with photos and descriptions of the
products, and nothing else. No clear way to respond. This isn’t TV. It’s the
Web. It’s time for your visitor to respond...
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It’s time to close the sale. Whatever your MWR is, it’s time to get it!
Finish with an irresistible offer (price, bonuses, and possibly a little time
pressure), then a strong clear call to action. (Don’t be shy -- tell your visitor
what to do right now.)
Or, as any good VP Sales would say...
GET THE ORDER!
While you should always be focused on getting the sale, you must be laser-
beamed on the MWR closer page.
No dead-end side-branches, for more “last second” info.

No links to anywhere else in the copy (navbars only).
No new issues raised.
Just get the order.
One special note about the order page...
While you must build a pathway that builds to the sale, also allow for an
entire range of visitors who become “ready to buy” at different times...
everyone from the spur-of-the-moment impulse buyer to the ultimate careful
shopper!
How do you build a pathway, yet still allow “ready buyers” to jump to your order
page? Hey! This is the Web!...
Provide a link to your closer page on every important content page of your
site. When you say “just the right thing” ... when your customer decides “That’s
it, I want it” ... she links directly to the closer page and delivers your MWR.
When writing your closer page, consider this...
Your MWR closer page must include compelling reasons to respond via the Web.
Possibilities include...
• Price -- a Web business has low overhead, so you should be able to

offer products at a great price. Of course, if you offer unique, high-
end products, a low price may not be necessary or even wise.
• Selection -- since you have a virtual store, you may not need to keep
physical inventory. That opens up the potential to offer far greater
selection than your “real-world” competitor (ex., Amazon.com does not
really keep millions of books in inventory).
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• Sales information -- on your site, you can present the whole story,
and answer any question, far better than any sales staff. You can offer
the ability to drill-down to almost unlimited detail, should the
consumer so desire. Build an interactive help desk, e-mail follow-up
systems, etc.
• Ease/convenience/instant gratification -- ordering anything is just a
click away. No need to spend money on gas or time in a “real-world”
store. No need to even pick up the phone!
• Distribution edge -- Some products, because of their very nature, are
best “shipped” via the Web. Software, video games and infoproducts
are just a download away.
Work these reasons into the copy of your closer page. But don’t hit your
customer over the head with them. For example, don’t say...
“Just hit the order button. It’s far easier than phoning.” You’re making a
judgment call for your customer, which she will resist. And it’s too pleading.
Instead say… “Order now and you’ll be downloading in just a minute!”
OK, enough general issues. Now let’s cover the “Big 3” of the MWR Closer
Page...
First... The Offer
No matter what your MWR is, your customer better hit your closer page panting
for your product.
The offer has to convert that desire into an MWR right here, right now.
Real-world retailers have sales, clearance specials, “limited quantity while

supplies last” offers. Direct mail marketers have thousands of techniques to get
the order... now. But this is the Web, a totally unique medium, where getting the
order now is more important than ever.
Why now? Because this is the Web. It’s more fun to seek the surprise of the
new, than to return to where you’ve been. Assume your customer will never
return. So get the order now!
How?... With the right offer...
• Choose just the right price. Pricing is a complicated issue. Bottom

line – keep experimenting until you find the most profitable price
(profit-per-unit x # units sold). On the Web, you can always correct
your mistakes.
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• When it comes to pricing on the Web, creativity, common sense, and

a willingness to test are far more important than having read forty
books on pricing!
• Sweeten the deal with an irresistible bonus. The trick is to find

products with high perceived value, and low production costs.
Infoproducts are a strong first choice since they are so cheap to
produce and distribute. Examples include reports, audio tapes, 30
minute consultation, etc. Your free bonuses should increase the value
of your offer to the point where your “almost-a-customer” thinks,
“Geez, I can’t afford not to buy this!”
• Create some way to develop time-anxiety in the reader. The Web

provides new and unique ways to build on the concept of time-anxiety.
Take advantage of the medium. For example, our PennyGold site told
visitors that we were only selling 1,000 copies (which was true, by the
way). And that the price would increase as we sold more and more of
the units. Many people e-mailed asking if we had any left... when the
price was going up next, etc.
• Here’s the important caveat about time-pressure...
Don’t cross your customer’s tolerance limits into “used-car salesman” territory --
phony, overly-aggressive, tactics smell bad and lose sales. Be creative -- if you
can’t find a fit that smells OK,
Don’t use this high-pressure technique. It has to be natural, not forced.
To summarize...
A well-crafted offer...
1) combines product, price and bonuses in such a way that the customer can
easily justify the purchase price.
2) does it in such a way that it also creates an intense buy now urgency.
3) repeats the major points from previous pages. People forget. So repeat
the highlights to your customer...
• key benefits... how great it will feel to have and use this product.
Make her feel it all over again.
• your guarantee... how risk free this purchase is.
• testimonials... Add a brilliant, convincing one here.
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• your USP... re-establish your USP. There must be strong reasons to

buy from you in particular (exclusivity, credibility, etc.).
Re-read your offer. If you are convinced that it more than justifies the price in
the customer’s mind, you’re almost home.
Second... The Call to Action
Do you remember what MWR stands for? Most Wanted Response.
Have you ever been to a site where you say, “What was he selling? Anything?” I
certainly have ... some have even been Web marketing sites! Somehow, you’re
just supposed to know what they’re selling!
Don’t assume that people know your MWR. Tell them exactly what to do --
that’s what is meant by the “call to action.”
It’s not enough for her to agree with you... she has to deliver the MWR!
If you want your customer to buy or subscribe (or whatever), don’t figure that
your visitor knows this -- she’s waiting to be told what to do. If you don’t tell your
customer exactly what you want her to do, you’ve left too much room for error.
Never assume. Ask for the order... tell her what to do... exactly.
Get the MWR... that’s why you put up your site.
Third... The “How-to’s” of the MWR Itself
The moment of decision! Your customer has done it all. She came down the
pathway and entered your MWR closer page. She read the offer. Your call to
action told her what to do. She’s about to do it...
Don’t blow it now. Offer every way possible for your customer to deliver your
MWR.
The bottom line? Different people are comfortable with different methods.
Let your customer order however she likes... via e-mail, secure server, 1-800
or 1-888 phone call (amazingly cheap to offer), mail or fax order (create a
printable order form) -- let her sky-write it if she wants.
And let her pay however she likes... credit card, money order, even barter for
chickens.
Credit card will be the most popular payment method, which brings us to the
importance of secure servers...
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If your MWR is a straight-off-the-Web sale, you must be able to accept credit

card orders directly via the Web. Your customers will want their credit card info
to be safe and sound.
So put your pages on a server with SSL security, which encrypts the information
(virtually uncrackable) -- this is what’s known as a secure server.
Realize though that you are not really doing this for reasons of security. Despite
what the press says, there are no hackers hovering over your site, waiting to
steal credit cards. But your customers believe there are!
Customers relax when they see that lock at the bottom left of the browser,
indicating a secure credit card transaction. If you don’t use a secure server to
take the credit card info, you’ll lose sales, big-time.
Studies have shown that logos of recognized companies reassure greatly. VISA,
Mastercard and AMEX logos reassure Web shoppers, especially newbies.
We don’t actually use the credit card that they select. Why? Because it’s
redundant -- this information is contained in the credit card number itself! It’s just
for reassurance.
Phew! Almost done. Remember, three things on the closer/order page... the
offer, the call to action, and the response form. And they should all be on the
same Web page. Don’t make your customer click again. Not at this critical
point.
An important final word about your closer page... No matter how your customer
delivers your MWR, make it a fast, easy, clear, one-step process. In other
words...
K-I-S-S.
And not just simple. Make the process of ordering crystal-clear to your visitor.
Here’s why...
Most customers will have last-second hesitations. If you make the process
complicated or prolonged or confusing or vague, you will lose responses. Don’t
do anything to make your about-to-buy customer hesitate or think twice.
Review your ordering process. How hard is it to place an order? Is the MWR
response form clear in design, and are the instructions clear? Or do you have
12 optional fields, “conveniently” marked with red asterisks? (Don't bother, no
one fills in optional fields anyway -- it just makes a big mess of your form.)
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For example, one of the most common mistakes on sales sites is asking for too
much info. People don’t like providing info. It makes your response form look
like work. What do you think happens? Yup, lost orders. So...
Ask for the least amount of info necessary.
For a credit card purchase, you only need...
• first and last name

• street address (for extra security)
• credit card name, number and expiration date.
Don’t ask for more. And it amazes me how little thought is given to the wording
on the actual button...
“Submit” is common but atrocious (unless your customer is a techie). Use a

clear, direct instruction like “Send My Order” or “Submit Order” or “Buy Now!”
Nothing fancy, but clear.
Privacy statement? Hmmm... I’ll risk being politically incorrect on this. I do use
a privacy statement when giving away freebies -- people are more suspicious
when you hand out something for nothing (“Hey, he’s just trying to get my e-mail
address!”). So reassurance is important.
But when I’m just on the brink of a sale, I don’t want to remind them about this
issue. Most if not all people are just not thinking like this at this time. (In a
survey we did to find out why people did not order, not a single person mentioned
the lack of a privacy statement... out of 1,000 respondents.)
Done with your closer page for the MWR? Great! Now do the same for your
Backup Response!
Needless to say, the processing of the order is beyond the scope of this
publication. We’re just supposed to get your visitor to click “Buy Now.” But
please remember this... how you handle the order, from data-checking to credit-
card clearing and fulfilling of the order is “your first date” with your new customer.
Blow it now, and it will be your last!
Back to you, Joe…
Thanks, Ken. Great overview!
OK. Ready to piece together the jigsaw puzzle?...
219
Against each piece of copy, you will see either a number or an abbreviation, in
purple. Each number identifies a specific benefit from our benefits list. You can
see at a glance that, except for the addition of a very few words, our sales
message consists almost entirely of our benefits list.
Each benefit has been sharpened. Dead words have been cut out. And some
benefits have been slightly reworded to improve the impact and persuasiveness
of the message. Like this…
“At Last, The Totally Risk Free


To Enjoy The Totally Risk-Free Satisfaction Of Making
Hello,
... I’m Janice Tripp.
If you’re becoming frustrated in the search for your Ideal Home

Business, could this be the perfect answer? (Mindset)
Miracle Dress Designer gives you everything you’ll ever need to

start and run your very own successful Home Business, and still
have all the time you need to spend with your family. (1)
You don’t need any knowledge of computers, dress designing or

sewing experience, or special skills. (8)
And as it takes just 30 minutes to install and learn, you’ll have

very own Home Business up and running immediately. So in just a
few short days you’ll be providing your family with all those
little extras you know they really deserve. (25)
If you take a look at some of our testimonials, you’ll find that

MDD Home Business owners find it perfectly easy to earn an extra
$100 to $200 every week, without affecting their family lives in
any way. (USP)
In fact we are so confident you can do the same, we’re inviting

you to try it out for yourself absolutely free. (5) (MWR)
No catch, no strings, no hidden costs.
220
And, if it’s not exactly what you want, you don’t buy it! (6)
“Everything is in one package”
Your MDD Home Business is specifically designed for the Home

Business beginner. And to help you earn the extra money for all
those special things you want from life, we have made absolutely
sure you will need....
• No previous business experience. (2)

• No specialized sewing experience. (10)
• No technical computer skills. (8)
So you see, we really have thought of everything to ensure the

success of your Home Business.
“Just point and click” (8)
MDD’s state of the art custom design software eliminates any need
for specialized computer knowledge. Just “point and click” to
custom design over 250 different styles of garment, in any size.
From traditional to the very latest in high fashion. MDD even
recommends the most appropriate materials to use, guaranteeing
totally professional garments every single time. (8,11)
You work at your own pace and hours to suit yourself and your
family commitments. And most MDD Home Business owners find that
working as little as 10 -15 hours a week can earn them $150 -$200
easily and enjoyably. MDD really is a FUN way to earn all those
extras for yourself and your loved ones. (USP)
“You don’t need any special sewing skills” (10)
Limited sewing machine skills? Or even no experience at all?
No problem! (10)
Our unique interactive Video Tutorials make learning so quick and

easy, you’ll be amazed at how soon you will be “up and running.”
And MDD’s unique pattern generator produces individually designed

dress patterns in such a way that the need for complex, highly
skilled sewing machine experience is completely eliminated! (28,
19)
In fact, these cleverly designed patterns enable anyone with only

1 hour’s sewing machine experience to produce the most complex
and highly professional garments imaginable. (19)
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“You don’t need business experience” (2)
Miracle Dress Designer Home Business Package comes with our

comprehensive, detailed and easy to follow business startup
manual, containing everything you need to set up and operate your
own successful part-time home business. (2)
Based on our 10 year highly successful experience, this 125 page

“how to” business manual covers everything you will ever need to
help you manage your lucrative and extremely enjoyable business.
Topics like... (1)
• Where to start.
• The easy way to find your first customers.
• How to price your designs.
• How to create a steady stream of repeat orders.
• The best and cheapest sources for your materials.
• How to keep accurate accounts.
• How to organize your customer list, and so much more.
“You’ll never be left on your own” (41)
You can be sure that running your own business becomes as smooth,
enjoyable, and as profitable as possible. Because as an MDD
owner you are automatically enrolled as a Full Member of the
exclusive MDD Club absolutely FREE. (41)
This entitles you to free and unlimited access to our online Help
Center. And every week you will receive your free copy of the
Club Newsletter, jam packed with tips, tricks and articles from
top designers and other Club members like yourself. (41)
By keeping you right up-to-date on everything in the Home Dress

Making industry, these weekly updates will help you provide your
customers with the most up-to-date designs possible, ensuring a
steady stream of repeat orders. Orders that you provide for a
mere fraction of retail prices. So your customers benefit both
ways. (42, 43)
And you earn a substantial second income for yourself and your
family.
“Start without financial sacrifices” (24)
Because you won’t suffer the frustrating and time consuming

problems usually associated with starting a new business, you
will be established quickly, smoothly, and painlessly. And MDD’s
222
extremely inexpensive cost will be easily recouped within your

first few days in business. (26)
At the surprisingly low cost of only $199, I’m sure you’ll agree
that the Miracle Dress Designer Home Business package is
incredible value for such a comprehensive and unique business
opportunity. (23)
“12 Months no-strings attached Money Back Guarantee” (33)
We are so convinced you will find MDD is everything we say it is,

we make you this cast-iron promise:
“If within 12 months, and for any reason whatsoever, you feel
that the Miracle Dress Designer Home Business is not for you,
simply return it to us and receive a full and courteous refund.
No questions asked!” (33)
And here’s some even better news.
“Try before you Buy” (MWR)
Even though we give a full money back guarantee, we fully

appreciate that choosing your ideal Home Business can be a
daunting task. Starting your own business is a big decision, and
you need to be totally convinced you’ve made the best choice for
you.
So we’ve made it even easier for you.
Now you can try the Miracle Dress Designer Home Business FREE for
a full 30 days with our compliments. (5, MWR)
Yes for a FULL 30 Days you can...
• Use the Video Tutorials FREE. (28)

• Create your own customized designs FREE. (11)
• Make the garments of your choice FREE. (12)
• Apply the excellent business building guides FREE. (2)
• Use our professional Help Line FREE. (39)
• Enjoy 2 editions of the MDD Club Newsletter FREE. (41)
• Discover how much you can earn from your own fun business FREE.
(18)
In fact...use the Miracle Dress Designer Home Business in any way

you wish for a full 30 days, absolutely FREE. (5)
And if after that time you’re not totally convinced it’s for
you...
223
Don’t buy it! (5)
So it’s cost you nothing.
No up-front payment.
No worries about making the wrong decision.
In short, the Miracle Dress Designer Home Business Free Trial is

the ultimate RISK FREE way to choose your ideal Home Business.
(USP)
Can we possibly be fairer than that?
Could there possibly be a better way to start up your very own

enjoyable Home Business? The ideal fun way of earning a minimum
of $150 - $200 every week by working just 10 - 15 hours without
affecting your family life in any way. The ideal way to provide
yourself and your loved ones with all those little extras you
know they really deserve. And without any risk to you in the
slightest. (USP)
I’m sure your answer is yes. After all, you have nothing to
lose.
But imagine how much you and your family will gain!
Just click here for your FREE 30 DAY TRIAL and start enjoying
those extras NOW. (MWR)
Don’t you deserve them?
Download Here (MWR)
Well, that’s the first part of our sales process successfully completed. And the
remarkable thing is that, except for a few minor adjustments, the whole of our
sales message was written from our list of benefits. And our list was compiled
by the simple use of the SWAT? technique.
With practice, you will very quickly learn to sharpen your sales message into an
even more powerful and persuasive selling tool. Why not go over this piece of
sales copy and see how much you really can improve it? Hone it even more and
stamp your own personality into it...
But I’m still not paying you more than 50% of our fee from Janice!
Next challenge? Apply the SWAT? technique on your own product or service.
224
11. Well? Don’t Just Sit There!

“The saddest words of tongue and pen are those ‘It might have been’.”
-- John Greenleaf Whittier
Phew! You’ve finished MYWS!.
It was a good “read,” wasn’t it?
Have you ever read “The Tale Of Two Cities?” That’s a good read, too. But
when you finish a novel like that, you either put it back on the bookshelf or you
give it to a friend.
Let’s be honest. You didn’t buy Make Your Words Sell! for entertainment. You
had a purpose. So when do you intend to put this invaluable knowledge into
practice?
Now?…
After your next cup of coffee?…
Maybe tomorrow? Or perhaps next week when you have more time?
Look, we’ve all been here before and the reality is that “leaving it ‘til later” usually
means…
Never!
You’re savvy enough to realize that the best and only time to start is…
Right now. This minute. Pronto!
To make it easier for you to get you into the swing of things, why not start by
giving your present Web site a heavy dose of revitalizing tonic? Let’s do it...
11.1. The MYWS! Quick-Kick Start

You can immediately improve the selling power of your existing sales copy just
by applying the MYWS! techniques outlined in Copywriting 101 and Copywriting
102.
Start with your home page and address the following questions. Then work
through the rest of your site, one page at a time…
225
• Do you have a great USP-based opening headline?

• Is your page cluttered?
• Is it easy to read?
• Is your font user-friendly?
• Can it benefit by introducing more white space?
• Will your headlines be more dramatic by enclosing them in “quotes” and
Capitalizing Each Word?
• Is the page background color too dark?
• Can you reduce the size of your paragraphs?
• Are there enough subheadings to help the flow? Do they make a mini-outline
of your site?
• Can you get rid of any unnecessary graphics?
• Do you really need graphic links or will text links be more effective?
• Are your testimonials hidden away?
• Is your order page as persuasive as your sales message?
Work your way through every point and suggestion in Copywriting 101 and
Copywriting 102. Look at your site through the eyes of your visitor. If you
allow your personal ego to influence your reactions, it will seriously damage your
income. So…
Be totally honest!
Better still, sit with a friend or colleague while she does it and ask her the
questions. And be prepared for some painful answers.
On its own, each small improvement may seem insignificant. But the
accumulated effect of these seemingly minor changes will make a substantial
improvement to your visitor’s experience…
And to your profit!
Will it be hard work? No!
Quick? Yes!
Worthwhile? Definitely!
And the biggest bonus of all?
226
It gets you started! And once these improvements are in place, you can begin
the reappraisal of your whole site. Knowing you’re better prepared this time, you
can start from scratch and carry out a from-the-ground-up re-write.
Want to do that right away? Perfect. Because you now have the rare
opportunity to literally…
11.2. Transform Your Business

“But won’t that mean some hard work?”
Hard work, no. Time and effort? Yes.
Hey, I said at the beginning there’s no such thing as a magic wand! Would you
rather I promised you that “within minutes of reading MYWS! you’ll be writing
powerful killer copy that will have customers screaming to buy your products?”
Yes well, you’ve heard all that before. But we both know that it just doesn’t
happen like that! What will happen is that the relatively small amount of work you
put into this now, will make a massive improvement to your bottom line. And I’m
talking here about a permanent improvement.
That’s not a wild promise… It’s a fact!
Because the one thing that is not affected by the accelerating changes of the
Internet is the irrefutable fact that…
Words sell.
Graphics don’t sell.
Bots don’t sell.
Search Engines don’t sell.
Banners don’t sell.
Neither does tracking software, affiliate software or any other technology.

Technology can automate your business and bring traffic to your door. And what
would a successful business be without it?
Not successful, I guess.
227
But what happens when your visitors arrive? No software yet devised can
actually talk to them and persuade them to buy! Only the right words -- your
words -- can achieve that.
Prepare meticulously.
Preparation is vital to the success of your Internet business. And 95% of

Web site owners either don’t know how to do it, or they can’t be bothered. That’s
why they’ll always remain small-time fishermen using the same bait, in the same
large pond as all the others.
So I urge you to knuckle down and start from the very beginning. And here’s
where the effort comes in…
Why do I call it effort, for heaven’s sake?
Is a few hours spent reading a book and analyzing your business, competitors
and customers really hard work? I hardly think so. Not when you consider the
enormous rewards to be gained.
Perhaps you would rather spend even more effort trying out all the “magic pills”
and “instant solutions” being offered in just about every e-zine ad you come
across?
I thought not.
Doesn’t seem like such an effort at all when you look at it that way. Does it?
How do you start?
The first thing to do is to decide to act now!
The biggest problem to overcome is...
Procrastination!
So... You can either promise yourself that you will “get around to it.” Which, in
reality, means you never will.
Or you can start now. And I mean right now! Start working on your Web site
copy now, not tomorrow. See the dramatic difference you will make to your
business in just a few hours.
Start here.
228
If you’ve studied the whole book, then go back to the SWAT? tutorial and watch
the magic happen again before your very eyes!
Don’t be tempted to take shortcuts. Take your time and really work at it. I
promise you, it works. Then re-read the other chapters and tweak, adjust, and
sharpen your copy into the dazzling diamond you deserve!
Successful copy is more than just knowing which words to use…
It’s about knowing how to SELL!
There’s an unbelievable opportunity out there -- to reach an almost unlimited

number of buyers. MYWS! shows you how to target your own “niche” market
and identify the precise needs and wants of your specific “ideal” customer.
And this knowledge at your disposal gives you the enormous advantage you
need to grab those buyers right from under the noses of your competitors.
Hard work?
Not when you’re enjoying it so much. Not when you begin to see your Web site
really begin to grow in stature. Not when you see how dramatically superior it
becomes, compared to your competitors!
And I know from personal experience that work becomes a joy when the profits
start rolling in!
So leave the credit card fishing to the 95 percenters.
Start immediately -- use the awesome persuasive power of words. Words

that are being used right now by the Internet’s top earning 5 percent, that elite
group of savvy marketers who’ve learned how to use the incredible magic of
words.
And to join them, all you have to do is…
Make Your Words SELL!
For want of a nail, the shoe was lost.
For want of a shoe, the horse was lost.
For want of a horse, the rider was lost.
For want of a rider, the battle was lost.
For want of a battle, the kingdom was lost.
And all for the want of a horseshoe nail.

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MYWS! will supply you with the nails….
All you have to do is drive them home.
See you at the Blacksmith’s!
Best wishes,
Joe Robson
(www.adcopywriting.com)
And now over to Ken…
230
12. Ken’s 5 Copy Keys

“The shortest answer is doing.”
-- George Herbert
Phew! Joe. That was awesome. And simple. Do-able, as you said, by A-N-Y-
O-N-E!
Many people have asked me how I write such great copy for our sites. Here are
the five most important things that I keep firmly implanted in my brain while
writing a site...
1) Become your customer.
Still the same bottom line. That mindset virtually guarantees your success as a
copywriter. This, as discussed, is the single most important point. As I
mentioned earlier, it’s so easy to forget this. Why? Because we live inside our
own skin. Seriously, do this now...
Stick a yellow Post-It note to your monitor...
“BECOME YOUR CUSTOMER!”
2) Benefits first.
Then features. I’ve said it elsewhere, but I’ll repeat it here...
Features tell your visitor what the product is and what it does. Benefits answer
what your visitor will get out of your product... What “pain” it cures, or what
“gain” it delivers.
Seems clear, yet people mix the two up over and over again -- heck, I do it all the
time. The line is easy to blur.
This is less likely to happen if you can become your customer, really understand
her needs and wants. Still, it’s easy to confuse features and benefits. So...
The single best way to convert features into benefits is Joe Robson’s
technique of asking…
“So What?”
Remember... “SWAT?”-it-to-death. I love this technique.
3) Remember the subtext.
231
“Text” is what the words say. “Subtext” is what’s underneath -- what is said
“between the lines.” It’s the hidden message. It’s also what separates the scam
artists from the “real McCoys.” Because it’s very hard to fake.
If you write shrill hype like all the scam artists do, it smells of “get rich quick.” But
subtext can give away other situations as well.
Subtext is probably the single hardest part of copywriting to master. Even if

you’re pure of heart, the wrong subtext can hurt your effort. For example, if your
copy tries too hard, the subtext says “I’m desperate -- please, please buy my
product.”
4) K-I-S-S.
Write to a grade 7 level. Seriously. It’s hard to read on the Web. Teachers
teach us to write to impress, not to communicate. So instead of looking for that
8-syllable synonym for “blue”...
Use easy, active, strong words. Short sentences. Short paragraphs. Space
between paragraphs so your copy can breathe.
Bolden or color important parts -- Web surfers scan rather than read. Stop their
eyes on the important parts.
Bottom line -- if you make your copy hard to read and scan, your visitor will not
read it. If your visitor does not read your words, she will not buy your product.
5) Use the right tone.
Build a friendly, “across the table” tone. It’s just you and your visitor having
a conversation, seated together at a table.
Does that mean every site must have exactly the same tone? Of course not.
Let’s carry the analogy a little further. Your web/graphic designer is like the
carpenter -- she builds the table and the room that holds the table. It might be a
nice kitchen with a homey kitchen table, or it might be a high-powered granite
conference table in a corporate board room. It all depends on who you’re
planning to meet.
Is the sales person going to use the same words to sell? Nope. Believe me,
he’d use different words to sell in a kitchen compared to a boardroom. But he
must still talk to the people, not at them, in a friendly and conversational tone.
Use words at the educational level and for the personality type of your
target audience.
232
OK, with those five important tools in your mental toolbox, and with Joe’s simple
art of e-persuasion under your belt, you are ready to greet your customer at your
front door of your Web site!
Wishing you much success,
Ken Evoy
(Site Build It!)
P.S. And for some extra support, don’t miss the next Bonus chapter, “Words
That Trigger Automatic Response.”
A great bookend to MYWS! is SiteSell’s free Make Your Content

PREsell! e-book. For more details, visit…
http://mycps.sitesell.com/
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13. Words That Trigger Automatic Response

Words are the tools of the copywriter's trade. They are to a copywriter what a
hammer and stethoscope are to a doctor. So think of this book as your very
own...
... doctor’s bag of tools. Like a doctor, use them carefully --

in the right hands, they can work magic.
Throughout our lives certain words and phrases are imprinted into our
subconscious. The imprint becomes so irresistible, that under certain conditions
we automatically respond to those words. It is so powerful, that we respond
without a second thought. An uncontrollable and unconscious hair trigger forces
us to automatically respond!
I call these words Automatic Response Words.
How about an example?...
Your name. It’s the hottest Automatic Response Word on the planet... to you!
Lying buried on a whole page of text, it magically jumps out at you as your eyes
scan by. Yet to anyone else, it’s invisible.
For instance…
If Tom sits in a football stadium among 60,000 other people and someone shouts
“Jack,” he won’t even hear it. It’s just part of the background noise. But if
someone shouts “Tom,” he turns around, as if by remote control.
Why?
Because the word “Tom” has been…
... imprinted onto his subconscious. From a very early age,

Tom’s subconscious tells him that whenever his name is called, he should
respond because there’s something in it for him!
It’s the same with certain other words. His brain has learned that he should take
immediate notice of words like…
234
“Urgent”
“Money”
‘‘Free”
“How To”… because in many cases there is something in it for him if he

responds!
And the advertising industry has proved time and time again that certain words
are almost guaranteed to attract the attention of readers. That’s why you will
tend to see the same words used by so many advertisers in their headlines and
sales copy.
They use them for one simple reason. They work! And...
They SELL!
Fact. Intelligently selected Automatic Response Words in your headline or

ad can dramatically increase your sales. Sprinkled sensibly throughout your
sales message, they will inject enthusiasm, emotion and motivation and keep
your reader glued to your copy.
Use these words to add strength and persuasiveness. Use them to grab and
hold your reader’s attention long enough for him to read the whole of your
message.
But like candy and ice cream, it’s possible to have...
... too much of a good thing.
Carefully chosen Response Words can transform bland and uninteresting

statements. But too many Response Words reduce a potentially powerful
message to background noise, at best. At worst, overusing these words will
reduce your message to nauseating hype...
Now You Can Discover The Secrets To Guaranteed

Fabulous Wealth With This Amazing Book By The
Staggeringly Successful Internet Millionaire Joe Robson
So the trick is to get…
235
... just the right balance. Just one word too many, and your
message tips into oblivion!
These reference lists are by no means complete. We have organized these

Automatic Response Words according to the occasion. Need just the right word
to call your visitor to action and order? No problem... pick the one that fits best
from Call To Action.
Grow this little book and make it your own. First of all, print it out. Now
whenever you come across a word that has injected power, persuasion, or
emotion into a sales message, add it to the list.
You will be amazed how many Automatic Response Words you will collect to
help you compose killer headlines that will drive visitors to your order page like a
magnet and sky rocket your sales into the stratosphere. And they are absolutely
FREE!!!!!!
Sorry. Got carried away -- feeling a little queasy, so I’d better be going.
Let’s start our collection at the beginning, getting your visitor’s Attention
13.1. Attention Grabbers

OK, let’s get FREE out of the way first...
We’re constantly being told that...
... is the best eyeball grabber in the world. It works...

and it’s been used successfully by advertisers and direct marketers for decades.
But.. on the Internet, FREE is being grossly overused. This tremendously

powerful attention-grabber is pushed into our faces everywhere we travel on the
Web…
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FREE E-book. FREE Download. FREE Bonus #17. FREE E-zine. FREE this,
FREE that, FREE Willie, FREE Blind Mice, FREE everything! Are Internet
marketers that extraordinarily generous?
Or do you smell a problem?
There’s so much free stuff available on the Net, that we’re beginning to believe
that anything offered for free is not worth having. Why?
Because, for the most part, it’s not! You’ve discovered for yourself, right?
Don’t get me wrong. “Free” is still a powerful and persuasive motivator. But use
it only when you feel that your free offer is original, believable and valuable. For
example...
One more point about grabbing attention. Asking a question...
... forces your visitor to think about the answer. This technique is a
great attention-grabbers. Assuming of course she’s a targeted customer and the
customer either intrigues, teases, provokes, recognizes pain, etc...
For example... “Fed Up With E-mail Overload?” This stops your visitor and
makes her answer “YES!” You have aroused her curiosity -- and you’re implying
that you have the cure for her pain.
Some of my favorite attention-grabbers...
You Now At last Attention

Urgent New The only Exclusive
First Earn money Sex Discover
Secrets of Explore When you If you
Experience the Don’t buy Reveal Do you think
Learn When you Startling Exhilarating
Astonishing Staggering Frustrated Explosive
Amazing Risk-free Guaranteed Stunning
Did you know Have you How many Frustrated
Free Which would Are you Wouldn’t you
Confused Will you Could you Do you want
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What is Why should Don’t you Tired of

Why put up How can Which would Love
Just out It’s time you Bargain Announcing
How to Revolutionary Wanted Imagine
Family New Method Latest Important
Would you Are you When did Introducing
13.2. Power-Boosters
These words add...
... strength to any message. Like anything powerful, they’re

dangerous -- use too many and you’ll like a typical spamster’s headline!
So use sparingly to create maximum effect....
Energetic Stunning Staggering Masterful

Electrifying Dynamic Intense Powerful
Potent Vibrant Overpowering Compelling
Riveting Explode Unforgettable Terrific
Remarkable Striking Sensational Splendid
Incredible Superb Wonderful Awesome
Breathtaking Magnificent Unbeatable Unstoppable
Crucial Vital A must have Indispensable
Essential The key to Critical Imperative
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13.3. The Very Best

Your product or service has to be more than just the best. It has to be
perceived as…
... the very best if your reader is to be persuaded into buying it.
Reader’s emotions are involved here. Not logic. She doesn’t buy with logic. If
she did, she would visit every single one of your competitors and draw up a list of
comparisons.
She wants to feel that she’s buying something special. Something she won’t find
on every other Web site on the Net. So describe your product in the way she
wants to hear it …
The very best!
These Response Words will make you and your business stand out from the
rest…
Legendary Supreme Perfect Unrivaled

The top Highest ranking Unbeatable The best
Distinguished Outstanding Excellent Unsurpassed
Highest quality Second to none Outshines Incomparable
Matchless The leading Undisputed Number 1
Superb Elite First class The Foremost
Hard to find Peerless Rare Distinctive
The only Unusual Ultimate Exceptional
Exclusive Unprecedented Unparalleled Unique
Superior Unrepeatable
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13.4. Calls To Action

Next to your headline, your call to action is the most important part of your sales
message. This is not for the faint-hearted! You can’t afford to lose your nerve by
watering it down to a modest request for an order.
Tell your reader...
... exactly what to do. Show her exactly how to do it. And don’t
pussy-foot around!
The words below will help build up the sense of urgency which is vital to your
success. Keep the adrenaline flowing in her veins, so that she feels she must
have your product… now!
Like everyone -- you and me included -- your prospective customer needs a little
nudge to make up her mind. “Nudge,” I said -- we don’t want to hit her over the
head.
We want to use words that trigger the Automatic Response Button in her
subconscious so that she clicks upon that BUY NOW! button.
Modesty at this point is guaranteed to lose you the order. Being nice at this
stage may make you feel like a likeable person... but a poor one. These words
will help you overcome your modesty.
But the best thing about them? It‘s almost impossible to turn your call to action
into dreaded hype.
Decide now Reserve now It's up to you You judge

Convinced? Don't delay Why wait? Act quickly
Don't miss Act now Decision time Don't wait
It's now or never Now's the time Now Order now
Intrigued? Decide for yourself Don't hesitate Do it now
Limited supply Send today Say yes Immediately
240
13.5. Result-Getters
Your product will improve your customer’s lifestyle, won’t it? It would be even
better if it were to…
... dramatically improve it! Get results with these words...
Cuts through Like magic Guaranteed to Drastically

Revitalizes Delivers Boosts Improves
Proven Profit making Sales generating Works wonders
Dramatically Terrific Slices through Unbelievably
Like lightning In one fell swoop Instantaneously Multiplies profits
Works instantly
13.6. Auto-Endorsers
You already know the extraordinary power of the testimonial. People tend to
believe the endorsement of a third party. It appears to be unbiased. So it must
be true.
Sometimes a single, strategically-placed Automatic Response Word can appear

to endorse a message. It’s the old...
...“Imprint Syndrome” again.
Our subconscious tells us if it’s described as famous it must be famous…
Successful Renowned Talked about First choice

Famous Recommended by In demand Chosen by
Widely advertised Authentic Endorsed by THE (book)
Recognized as The leading Trend setter Web wide
Universally accepted 10,000 delighted users
241
13.7. Arousers
If you are writing a “soft sell” or emotive sales message, these words will set the
scene in your reader’s imagination. They’ll conjure up relaxing visions of her life
style once she owns …
... your life-changing product (ex., exotic holiday, new clothes,

romantic restaurant, jewelry, new spouse …whoops!). Don’t overdo it, though --
your message will becomes slushy…ughhh!
Tranquil Mouthwatering Graceful Hot

Incandescent Radiant Tantalizing Appealing
Attractive Handsome Elegant Sensuous
Delicious Brilliant Sparkling Glowing
Warm Sleek Dazzling Stunning
Pretty Romantic Gorgeous Enchanting
Burning Passionate Magical Lavish
Evocative Haunting Breathless Dreamlike
Captivating Imagine Satisfying Distinctive
Fashionable Mystical Modern Up to date
13.8. Reassurers
Throughout MYWS!, I have constantly pushed home the crucial need to reassure
your customer (both before and after the sale). Reassure, reassure and then
reassure her even more, that her decision to buy is the right one.
Use the words below in your call to action, order form, confirmation of order Web
page, and in your autoresponder follow-up thank you message.
She believes she’s making a wise choice otherwise she wouldn’t buy from you.
But she still needs someone to reassure her it’s the…
242
... best decision!
You're protected Dependable Risk Protects you

Safe Fully protected Total security Rely on
Rest easy Peace of mind No problem Safe
Problem free You won't be disappointed
13.9. Joints
You already know the importance of using white space between your short
chunks of text.
You also know how important it is to maintain the flow of information. A smooth
seamless joint between the various parts of your sales message is essential.
After a while, the use of and, but, also becomes boring and off-putting. So how
do you prevent your copy from becoming lumpy and unconnected?
With link words helped by the occasional ellipsis (3 dots). Like these…
What's more… The result?… Fair enough? Agreed?

The fact is… That's why… Like this… How?
Even better… In short… Let's try it ... Let's do it ....
In brief That's why… There you have it
So don't forget… So remember… One thing's for sure…
Best of all… Here's why… Here's how…
How will you benefit? And that's not all…
What does this mean for you? Now there's a better way
And we don't stop there Even better news…
Most importantly… Just look at this ...
243
13.10. Freebies
Yep, it’s that four letter word again…
Absolutely free Yours free Free of charge Free gift

Free trial Free download Free bonus Valuable free gift
If free is in danger of turning your message into hype, change tack a little and
use...
...something different but the same …
(A $37 value) At no extra cost Yours to keep Early bird bonus

We're giving away It’s on us. No like - No Buy! Try it out for nothing
Accept this 30 Day No Risk trial
13.11. Guarantees
The guarantee must leave a “guaranteed” impression in your visitor’s mind.
Simply stating “Guaranteed For 30 Days” is useless. Like everything else in your
sales message, you must make every benefit, every feature, and every
word…
... SELL! Which brings us back to the old chestnut…reassurance,

reassurance, and more reassurance.
Give your guarantee punch! Give it impact! Make it reinforce your credibility!
But don’t say “We always honor our guarantee.” That means you’re accustomed
to refund requests!
Better to say something like…“But something that’s great for someone else
may not be exactly right for you. So if...”
244
Every time you visit a Web site, read the guarantee. Whenever you come across
a guarantee that impresses you, make a note of it and add it to your list.
SiteSell.com has some outstanding guarantees, including how they present it in
such an extremely personal manner...
Bottom line?
Write a guarantee that SELLS! Here’s a list of tried and proven Response Words
that will get you started…
Lifetime Guarantee Full refund Satisfaction Guaranteed

Totally Risk Nothing to lose No questions asked
Refund every Prompt refund Ironclad Guarantee
It’s our risk. Can we be fairer? No risk guarantee
If you don’t love it, don’t pay. Just ask for your money back.
No Quibble Guarantee My Personal Guarantee
FULL 12 months (not 1 year) Money back if not delighted
Try it for 30 days FREE For your total peace of mind
“If, for any reason whatsoever, you are not completely satisfied, simply let us
know within 30 days and you will receive a full and total refund. Absolutely no
questions asked.”
13.12. Ken’s Copywriting Reference Library

Whenever I sit down to write copy, I surround myself with 20+ loyal assistants.
They’re brilliant, always at the ready with a good idea or just the right turn of
phrase.
How do I afford them all?
Easy, they’re books!...
Please note: Not all of these books are still in print. You may have to go to an
out-of-print or used book store on the Web to hunt them down. They’re worth the
effort.
If you liked Words That Trigger Automatic Response, you’ll love these three
books...
245
Words that Sell

Author/Editor: Richard Bayan
Publisher: Contemporary Books
ISBN 0-8092-4799-2
More Words that Sell

Author/Editor: Richard Bayan
Publisher: McGraw Hill
ISBN 0-07-141853-9
Phrases that Sell

Author/Editor: Edward Werz and Sally Germain
ISBN 0-8092-2977-3
Cybertalk that Sells

Author/Editor: Herschell Gordon Lewis and Jamie Murphy
ISBN 0-8092-2923-4
Analogies, metaphors, and similes all spark copy with originality. The right
ones make a connection with your reader.
The Analogy Book of Related Words

Your Secret Shortcut to Power Writing
Author/Editor: Selma Glasser
Publisher: Communication Creativity
ISBN 0-918880-23-8
Metaphors Dictionary
Author/Editor: Elyse Sommer with Dorrie Weiss
Publisher: Visible Ink Press
ISBN 0-7876-0619-7
Falser than a Weeping Crocodile and Other Similes

Author/Editor: Elyse Sommer and Mike Sommer
Publisher: Visible Ink Press
ISBN 0-8103-9414-6
Similes Dictionary
Author/Editor: Elyse Sommer and Mike Sommer
Publisher: Gale Research Company
ISBN 0-8103-4361-4
246
Picturesque Expressions
A Thematic Dictionary
Author/Editor: Laurence Urdang, Walter W. Hunsinger and Nancy LaRoche.
Publisher: Gale Research Company
ISBN 0-8103-1606-4
Need a proverb to spice up a topic? They add creativity and snap to your
copy.
The Concise Oxford Dictionary of Proverbs

Author/Editor: John Simpson
Publisher: Oxford University Press
ISBN 0-19-281880-5
The Penguin Dictionary of Proverbs

Author/Editor: Rosalind Fergusson
Publisher: The Penguin Group
ISBN 1 85471 095 8
Rhymes add punch to product names and headlines.
The Penguin Rhyming Dictionary

Author/Editor: Rosalind Fergusson
Publisher: Penguin Books
ISBN 0-14-051136-9
Capricorn Rhyming Dictionary

Author/Editor: Bessie G. Redfield
Publisher: The Putnam Publishing Group
ISBN 0-399-51272-1
The Complete Rhyming Dictionary

Author/Editor: Clement Wood
Publisher: DoubleDay & Company, Inc.
ISBN 0-385-00046-4
Whitefield’s University Rhyming Dictionary

Author/Editor: Jane Shaw Whitfield and Frances Stillman
Publisher: Harper & Row, Publishers, Inc.
ISBN 0-06-463538-4
Quotes give you a flexible tool. Use them...
• for humor
• to build credibility
• to add a certain “presence”
247
20,000 Quips and Quotes

Author/Editor: Evan Esar
Publisher: DoubleDay &Company Inc.
ISBN 0-385-00047-2
Great Business Quotations

From those who should know and a few who shouldn’t!
Author/Editor: Jim Fisk and Robert Barron
Publisher: Futura Publications
ISBN 0 7088 3162 1
Peter’s Quotations
Ideas For Our Time
Author/Editor: Dr.Laurence J. Peter
Publisher: Bantnam Books
ISBN 0-553-14307-7
1,911 Best things anybody ever said

Author/Editor: Robert Byrne
Publisher: Ballantine Books
ISBN 0-449-90285-4
The Forbes Book of Business Quotations

14,173 Thoughts on the Business of Life
Author/Editor: Ted Goodman
Publisher: Black Dog & Leventhal Publishers, Inc.
ISBN 1-884822-62-7
The Columbia Dictionary of Quotations

Author/Editor: Robert Andrews
Publisher: Columbia University Press
ISBN 0-231-07194-9
Use an encylopedia to make sure that you’ve got your facts straight.
Chambers Biographical Dictionary

Author/Editor: Magnus Magnusson
Publisher: Chambers Harrap Publishers Ltd.
ISBN 0-550-16040 X Hardback
0-550-16041 8 Paperback
The Concise Columbia Encyclopedia

Author/Editor: Judith S. Levey and Agnes Greenhall
Publisher: Avon Books
ISBN 0-380-63396-5
248
Whoops! Didn’t think that I’d forget a Thesaurus, did you?...
The Synonym Finder

Author/Editor: J.I. Rodale
Publisher: Rodale Press, Inc.
ISBN 0-87857-236-8
Surprised I don’t use any online services? Can’t be bothered. I once spent two
hours looking for the date of birth and death of Malcolm Forbes. Then I
remembered my biographical encyclopedia.
Some things still are faster on paper. Not many, but some.
13.13. Choose Carefully And Sprinkle Lightly

Remember...
Add just a sprinkling, no more, of carefully chosen words, to add punch to your
copy. If you overdo it, you’ll cross the line into used car salesman territory...
... Trust me!
Here’s to your success. Automatically!
249
Special Insert
The Next Generation of e-Business Building… “SBI! 2.0”

Launch Date: October 22, 2009
Site Build It! leverages the e-business-growing efforts of its owners by adding the ability
of their site visitors to add genuine, full content Web pages that deliver long-tail search
traffic, build community and spread virally.
Typical sites and blogs “tell” in a one-to-many voice, and are all about the author. SBI!
2.0 sites “listen,” are many-to-many, and are all about their visitors. Combine the best of
Facebook, Youtube, and Twitter on a small e-business scale and you have SBI! 2.0!
This business-leveraging module is included, at no extra charge.
Up until now, true Web 2.0 technology was financially out of reach for small business
owners. Blogs became their sub-optimal default choice. The most business-related
interaction these owners could hope to generate was a comment here and there on a blog
post. The problem is that the majority of people who follow a blog, which equates to a
stack of newspaper clippings that age rapidly, just want to read the latest post and they
usually don't bother to comment or read outdated posts.
SBI! 2.0 is unique. It’s not the ‘one-to-many’ type of content-building, like blogging,
where you still do all the content-creating. It's ‘many-to-many’ where your visitors want
to share information, while others comment, rate and spread the word. Not only does
your site grow with true content, you learn more from your visitors by liberating them to
share what they want instead of merely commenting on what the author has chosen to
write.
You can creatively engage your by inviting visitors, for example, to either ask questions,
share best/worst experiences, post photos and videos, rate and review products related to
the Web site’s theme, enter contests, or create directories, etc. A guide, filled with lots
of user-tested strategies, from simple to advanced, is available for free to spark
additional content and monetization ideas.
SBI! 2.0 takes everything SiteSell has done to date and puts it to the power of 2. Or
should we say the power of 2.0? It pushes way beyond blogging. It is true Web 2.0 for
the small e-business!
SBI! 2.0 is available in 3 versions: 1) do-it-yourself 2) earn as you learn during a

structured 12 week e-course or 3) have it done for you with its turn-key site-building
service.
SiteSell.com Inc. (“SiteSell”) has differentiated proprietary trademarks

from descriptive terms in the book by following the distinctive writing style used by the
manufacturer and/or the trademark holder. All product names and/or logos are copyrights
and trademarks of their respective owners. None of these owners has authorized, sponsored,
endorsed, or approved this publication. SiteSell has not received any remuneration in
return for including any company or product in this book.
The authors and publisher, SiteSell.com Inc., have made their best effort to produce a
high quality, informative and helpful book. But they make no representation or warranties
of any kind with regard to the completeness or accuracy of the contents of the book. They
accept no liability of any kind for any losses or damages caused or alleged to be caused,
directly or indirectly, from using the information contained in this book.
Screenshots in this book are directly from publicly accessible file archives. They are used as
“fair use” under 17 U.S.C. Section 107 for news reportage purposes only, to illustrate various
points that are made in the book. Text and images available over the Internet may be subject
to copyright and other intellectual rights owned by third parties. Some images copyright
www.arttoday.com.
Make Your Words Sell! is © 2000-2012 SiteSell.com Inc.
All rights reserved worldwide.
First Edition 2000. ISBN 0-9684292-4-6
No part of this publication may be stored in a retrieval system, transmitted, or reproduced in

any way, including but not limited to digital copying and printing without the prior agreement
and written permission of the publisher.
SiteSell.com Inc.
Montreal, Quebec
Canada H3G 1S0
250

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Make Your Words Sell!

Look at any e-biz Web site.

Take away the words.

Could it sell without the words?

Now take away the graphics.

Could a no-graphics site sell?

Time to focus on something that gets sales...

All you have to do now is...

“Words are loaded pistols.”

Use the right words. Words sell, not graphics.

Maybe it’s just too tough to write words that sell.

Perhaps it’s too hard to find people who can do it.

... Along came Joe Robson.

It was brilliant. He saw into every technique we used. He caught every

I followed Joe’s work for a while, on his site (http://www.adcopywriting.com/) and

He immersed himself for eight months.

We would brainstorm and revise periodically. Then he would squirrel himself

We'd repeat the whole brainstorm-squirrel-manuscript cycle... over and over

Make Your Words Sell!

... I’m Joe Robson.

Make Your Words Sell! took 8 months to write...

And 30 years to research!

It’s about writing Copy to SELL!

And, boy, is there a difference! Think of it this way...

Ok, enough of the motivational stuff!

Let’s get down to it…

2. Why Most Web Copy Fails

Time for the honesty bit.

... grown man weep!

You ask yourself...

2.1. Why, Why, Why?

... you read articles on how persuasive headlines are supposed to

You are convinced you could do the same.

Well, there’s something you need to understand...

But most importantly, you haven’t been shown how to...

2.2. Think Like Your Customer

To achieve that, you have to learn to...

2.3. Dance With Your Customer

... in perfect harmony.

You can answer her questions. And solve her problem.

To your order form.

Become your customer.

• developing/positioning products for Net sales

1) Feel customer’s needs.

Feel customer’s needs.

Make Your Customer BUY!

Here are a few examples of what might change...

• The tone of your copy -- My copy is benefit-focused, always. But if I

To paraphrase Vince Lombardi...

Your customer is not everything... she’s the only thing!

Put a yellow stick’em on your monitor right now...

2.4. Sales Copy Is Your Web Site Salesman

What do you think makes an average salesman into a successful salesman? Is

Or is it because he’s so…

And he knows that her wants may be different to her needs.

And close the deal!

2.5. Why Is MYWS! So Unique?

And most of them concentrate on the mechanics of copywriting -- the types of

Remember our salesman from earlier?