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Announcer:

There is a center of the universe when it comes to salesmanship. It may very well lie
here in a small office on the north side of Houston, Texas.

Lining these walls is one of the largest private collections of advertising, marketing and
publicity materials ever assembled. Each piece of this mind-boggling collection was
obtained with just one purpose in mind, to help shed light on the age-old question: What
makes people buy?

Its owner has dedicated the last twenty years to answering this very question and may
have come as close as anyone alive to doing just that. His name is Joe Vitale, author of
eight books including “The Seven Lost Secrets of Success”, “The AMA Complete Guide
to Small Business Advertising” and “Cyber Writing; How to Promote Your Product or
Service Online Without Being Claimed”. His latest, “There is a Customer Born Every
Minute” is the first book to explore P.T. Barnum’s extra ordinary genius for making
money.

While most of Joe’s work is done here, the following program captures him during a rare
televised appearance as he shares a few of the many secrets he has uncovered when it
comes to creating marketing that really sells.

Joe: Thank you. I’m looking for this guy. “If new hair doesn’t grow after using
my method, I don’t want a penny.” Why do I want this guy?

Participant: Because he’s got something you want.

Joe: He’s got something I want. Now, how do I know that he’s got something I
want?

This is an ad. If you look at the date way at the top, it’s 1923. I’m going to
look at some old ads. He’s probably old and bald and all kinds of terrible
things by now.

But, when that came out, he was advertising that he could help people
regain hair. That specifically interests me. Notice how the headline targets
exactly who the market is. When you create sales materials, you want to
target that way too.
 What else do you notice about this ad?

Participant: There’s a guarantee.

Joe: Guarantees are big. Guarantee everything you do. I think you are required
by law to do it for thirty days anyway. But, guarantee everything you do.
It’s going to make a big difference in the results that you get.

What else do you notice about this ad?

Participate: He’s showing some credentials.

Joe: “Author of…” I didn’t even see that. How did you read that? There is a
credential there in small type that she picked up. It’s right in the center of
the ad. It’s wonderful that you saw that. What else do you notice about this
ad?

Participate: Results.

Joe: Absolutely. There are some testimonials over there. There is some proof.
We live in the age of skepticism. You have to prove whatever it is that you
are offering or selling.

So, I am going to look at some old ads from the 1920’s and then test you a
little bit on some ads that were actually tested and see how well you do.
Keep in mind that you can apply these techniques to the sales materials
you are creating.

Are you ready? You actually got a thing for this. “Is your head only a hair
farm?”

Now, would you say that’s a good ad or a bad ad? Is that a good headline
or a bad headline?

Group: Bad headline.

Joe: It’s a bad headline. Why?

Participant: Because it doesn’t really tell you what it is.

Joe: Yes. It’s very misleading. How many here thing it is to help with your hair
or has something to do with hair restoration?

They are actually selling a book. But you can’t tell that. You see, when
people are looking at your ad, your sales materials, your brochures, your
 postcards, they give it a split second. They don’t spend any time on the
materials that you are paying a lot of money for them to look at.

So, if you don’t communicate what you are offering, you lose. This is a bad
ad. It’s probably a great book and a great author and the layout is nice.
But, the headline tries to be cute. Cute and clever does not sell, or I
should say very rarely sells.

Stay away from cute and clever. Go for direct benefits.

What about this? “Pick out the seven best words.” Good or bad?

Participant: Bad

Joe: I got a “bad” over here. Probably you are not sure because you don’t know
exactly what they are selling. But, it is a course on getting people to say
“yes.”

I am pointing it out because the headline involves people. “Pick out the
seven best words.” There are some columns up there. And there is a
question, “Which is the most convincing word in each list?”

That is a very involving ad. The more you can involve people with your
persuasive copy, with your sales materials, the more they will read it, the
more they will internally link to what you are saying or trying to sell.

So, this is an attempt to persuade people to be involved in what they are

selling.

“When doctors feel rotten, this is what they do.” Is this good or bad?

Participant: It’s good.

Joe: It’s actually excellent. This is a famous ad. Ignore the 1, 2 and 3. That was
from an analysis that John Caples gave of this.

What do you think of the headline? “When doctors feel rotten, this is what
they do.” Why the words, “feel rotten?” How come they didn’t just say,
“When doctor feel bad,” “When doctors are sick, “When doctors are ill?”

Participant: They are trying to get your emotions.

Joe: They want to go for the emotions. “Feel rotten” gives and elicits an
emotional response from people. People don’t buy unless you’ve involved
them emotionally. They justify what they’re buying with logic. That’s why
there needs to be all kinds of material in here like testimonials, guarantee
and so forth, to make it easy for them to buy.

But, you have to tap into their emotions before they will pay attention,
before they will actually want it. “Feel rotten” is very emotional. They are
excellent words.

Here’s why you have to advertise. This is a famous ad from the 1950’s. “I
don’t know who you are. I don’t know your company. I don’t know your
company’s product. I don’t know what your company stands for. I don’t
know your company’s customers. I don’t know your company’s record. I
don’t know your company’s reputation. Now, what is it you wanted to sell
me?”

This is why you have to have marketing documents out there to sell you
before you get to the door or before you call them. This helps inform
people about who you are and what you do. You do need business cards,
brochures, ads, flyers, postcards. You do need sales materials. And this
proves this.

Does this look like a guy you want to talk to? No. He needs to be sold on
who you are and what you are doing. Advertising will help.

This is a recent back page ad from DBA Magazine. I’m only showing it to
remind us that when you place an ad, you might work night and day on it.
When you create a flyer or a brochure, you work very hard on it. And to
you it might be wonderful. It might stand out. It might just be awesomely
riveting and irresistible. But, when it’s placed, look what happens? It
disappears in a sea of advertisements.

So, if you want yours to stand out, you have to do something that is going
to make it stand out. All of these are small classified, small display ads in
the back of the magazine.

Do you know the easiest way to write one of these? Just hammer on the
benefits or the problems. For example, if anybody here has a headache,
the only ad that would jump out of here would be the one that said,
“Headache relief.” That’s what you are interested in.

So, don’t go for anything cute. You want to make it as direct, as benefit-
oriented, as simple, as rifle shot as can be.

You’ve already heard that you have to test. Here is the beginning of an
advertisement, a series of ads that led to a famous ad in the 1920’s.
 They started by this one that said, “Make words work for you,” Do you
think that’s pretty good?

Participant: No.

Joe: I got a no. How many of you are still hanging. Apparently, there are a few
who are still interested.

It may work. But they knew that you had to test. So, they didn’t settle for
this ad. They set this one aside. They noted how many responses they got
and they went and created another ad selling the same thing. This one, “A
new way to find and correct your mistakes in English in only 15 minutes a
day.”

Again, they are testing. Which one is going to be the best? These are
professional copywriters who don’t write these things in one sitting. They
spend a lot of time looking for the unique angle, looking for the benefit
there and writing a headline that is going to bring it.

They didn’t stop there. “Make your language win for you.” Another attempt.
These people are shelling out real money to do this. In the 1920’s, it cost a
lot of money. It costs a phenomenal amount today. But, the point is, they
knew it was important enough to keep testing. We need to do the same
thing.

So, when you come up with a flyer, with a headline, with an ad or with a
brochure, be willing to change it. Be willing to improve it. Be willing to test
it. It was good enough for them. It should be good enough for us.

They still were not done. “What does your English tell about you?” It’s a
bigger ad so they must have had more confidence that this advertisement
is working. So, they have taken out more space. But, they are still playing
with the headline.

Questions are good for headlines. I love questions if they are evolving
questions. If they are questions that could be answered with a “yes” or
“no,” people may answer it with a “yes” or “no” and not read your ad. But,
if it’s something like, “What does your English tell about you,” you might
read a little bit further to understand what the headline is talking about. It’s
pulling people into the copy.

They did not stop there. “Make your English win for you.” Now, they are
well aware of how important that headline is. I mean, look at the headline.
It dominates the page.
 When people are going through and looking your flyers, your brochures,
your headlines, whatever it happens to be, your headline and illustration
are the two things that may stop them. They need to call out to the people
that will be most interested in whatever it is you are selling.

If they don’t, it will be like one of those earlier headlines we looked at, “Is
your head a hair farm?” It’s meaningless. It doesn’t capture anybody. This
is starting to target people.

Another attempt for the same product: “His simple invention has shown
thousands how to break bad habits in English.” Now, it’s a full page with
lots of copy, lots of sub-headings. It still has the key points. It still has the
pictures. It still has the big headline. They are still testing.

And they ended up with this. “Do you make these mistakes in English?”
This is one of the most famous advertisements in history. Once they got
here, they stayed here for forty years. They did not change it again. But,
they tested all those half dozen. They may have tested more. Those are
the ones I knew about and could get ads for. But, once they came to the
conclusion that, “This is our winner,” stick with it. Don’t change it. Stay with
the winning racehorse. And they did for forty years.

Now, what do you notice about this? What are some of the elements that
jump out to you when you look at this ad?

Participant: It engages people.

Joe: The headline engages people definitely. Do you notice that these sub-
headings throughout, “Free book on English,” “100% self-correcting
device” are like mini-headlines? They are small headlines to keep you
reading.

You have to have headlines throughout your copy, breaking up the copy,
to make it visually appealing, for one thing, and to keep people reading.
There are two kinds of readers, the ones that will read word for word all
the way through the ad and then, the skimmers. And the skimmers are
going to pull out those sub-headings. They may only read one particular
section. But, it all needs to be there.

What else do you notice about this ad?

Participant: The words are very simple and direct.

Joe: Yes. The words are very simple and direct. That’s an excellent point. You
know, the average reading level of the American public is something like
the sixth grade, seventh grade or something like that. So, you don’t want
 to make anything that you write very complicated. As simple and direct as
possible.

In fact, if you use a thesaurus to write copy or to look up words to replace

other words, most writers use it to find a bigger word for what they are
trying to express. Do the opposite and find a smaller word, something with
only one syllable in it.

What else do you notice about this ad?

Participant: It’s got bigger print.

Joe: I didn’t notice that one by myself, but that’s a good point. It does make it
more readable by having it in large type.

And what else do you notice about this? There are a couple of key things I
am rooting for here.

Participant: The testimonials that more than 100,000 are helped and it takes only
fifteen minutes. It’s a small effort and a big result.

Joe: Aren’t those all benefits that people are interested in? There are a whole
lot of people who have done this before, not one or two people, 100,000
people. That’s giving it credibility.

One thing I want you to notice is that there is a coupon here. And all the
ads that we looked at had coupons. All of these things are direct response
advertisements. And what I want you to write is a direct response ad.
Now, when I say “ad,” I’m talking about your sales letters. I’m talking about
your flyers. I’m talking about your postcards that you send out. I’m talking
about your brochures.

I’m well aware that you may not be taking full-page ads. But, you can learn
from the way these are designed and apply these techniques as a
template to what you are doing.

Coupons are a way to encourage people to respond, to act. That is direct

response. You want a direct response from what you have given them.
The image advertising or the institutional advertising is just to place out an
ad to give a unique feeling about a company. Most big companies do that
and it’s pretty dangerous. It costs a phenomenal amount of money to do it.

I think we small business people can do the image and the direct
response in one place. You can create an ad that still gives you a good
image now having a coupon or some other way of asking them to
respond.
Now, with that said, “Do you make these mistakes in English”… One
reason they call people like me copywriters is because we copy. “Do you
make these ten typewriter mistakes?”

See? There is nothing wrong with finding out what has worked before and
adapting it to your own use. You know, the ad I just showed you is by
Maxwell Sackheim. It ran for forty years. It’s well known in advertising that
it is a successful ad. So, it’s very easy for somebody to adapt the headline
from it.

This is an ad that ?? A smart copywriter said, “Well, I can fool with this a
little bit.” Now, this is still dated, but it worked. “Do you make these ten
typewriter mistakes?” If you were looking for a typewriter when typewriters
were big, you would look at this. You would read this. It’s involving.

How many of you thought from what I showed you earlier that there was
too much copy, that there was way too much text to, there was a lot to
read? A couple of you are admitting it. Probably, a few others are thinking
that quietly.

Generally speaking, the more copy you give, the more you tell, the more
you sell. The tests say that the longer copy generally speaking will pull
better results for you. Now, that doesn’t mean that you mindlessly go and
just fill up the page with words. Because the real art is making this copy
irresistible reading.

You know for a fact people are reading books. They are reading
magazines. They are reading long articles. They are reading. There is a
famous advertising man who said, “People will read any amount of copy
as long as it is interesting.”

As long as you are interesting, the people that this is targeted for will read
every word.

David Ogilvie said, “It’s when they step into boredom that they stop
reading.” That is why copywriters get paid so much. They are supposed to
know how to write irresistibly. Grab them with the headlines and keep
them reading so they will go all the way through it.

Notice the coupon. This is a direct response ad and this is one from the
last few years. This is not from the 1920’s. This is also a very, very
successful ad. I mean, the headline alone is pretty riveting. “Someone
reading this ad is getting ready to sue you.” Holy smoke! Doesn’t that send
a slight chill up your spine?
 As further evidence that long copy sells, this was a full page in The New
York Times probably in the 60’s. I think there were 7,000 words in it in
small type. It looked pretty much like what you see right there. Yet this
pulled so well, it ran one time. 100,000 people responded to it.

People will read any amount of copy as long as it is interesting to them.

This is the same sort of concept here. I wanted you to see it because it
has an important headline, “How to insure that every business letter you
send really sells you and your company.” The word “you” is a powerful
word. There are actually a couple of dozen very powerful words. But, the
most powerful word in advertising… Can somebody guess what they are?
Somebody is probably going to say “new.” Right?

New is definitely one of them. What else do you think?

Participant: Free

Joe: “Free” is good and it is all in relationship to “new.” You, free and new are
three of the most powerful words in advertising.

This is a very recent ad. “308 vinegar home remedies for a longer,
healthier, happier life.” What is missing from this ad?

Participant: The message.

Joe: No, I think that is there. People want longer, healthier, happier lives.

Participant: The coupon.

Joe: The coupon. Thank you. There is no coupon. In fact, if you look very
closely, it doesn’t give you a toll free number. It doesn’t give you a fax. It
doesn’t give you an email address. It doesn’t tell you how to order it. It
doesn’t give you a means to order.

Participant: (inaudible)

Joe: Well, this was going to individuals. There should have been a coupon of
some sort. It says, “Act promptly.” There might have been an order form.
But, when you send these things out, you have to remember that this may
stand alone like I am showing it by itself. There should be a coupon or a
phone number or something.

This is what is called an advertorial style of advertising. The word

advertorial comes from a blend of advertising and editorial. This ran in
Readers’ Digest and if you are a reader of Readers’ Digest, you know that
 it looks like what would be in there. It’s their type. It’s their columns. It’s
their look. It’s their face. But, this is an ad.

If you look at the bottom, it says that it is asking you how to find the salt
substitute at a section of your food store. It’s telling you where to buy
something. That’s very unlike what would be in a normal Readers’ Digest
story.

But, this is an editorial style ad and typically, these will get more
readership and more response than any other kind of advertisement.
When this was tested, John Caple said this one got 81% more response
than the same copy, the same headline set in a different style.

So, you might want to consider creating an ad or a brochure that is in an

editorial style. It looks like a newspaper article. Or it looks like it was in a
Readers’ Digest. If you run this in Readers’ Digest and most publications,
if you look at the top right, it asks you put to “advertisement”. But, people
still see it and read it as a story.

Now, why do you think this pulled better?

Participant: It has a legitimacy to it.

Joe: Yes. We live in the age of skepticism. People tend to trust what they read
in the newspaper and what they read in a magazine. If you make your
copy look like it is what they are reading in a newspaper or a magazine,
even with the word “advertisement” there they will trust it more.

Participant: So, is it the same thing if you write an article for a journal, newspaper or
magazine and then as the author, you put in information about yourself
and then have your bio on there.

Joe: Absolutely. In fact, there are some handouts that every one of you have
that has about six of my articles right on the front, all of them that I wrote
for DBA Magazine. And every single one of them ends with a bio box
about me with my phone number, the books that I have read and so forth.

When that originally came out, it was nothing more than I was writing a
column on marketing for DBA Magazine. But, once it came out, I have
been using it as a flyer. I reproduce it and give it to people. It serves as an
ad for me. It serves as a flyer for me. And it has a lot of credibility. Doesn’t
it look important?

So, what she is talking about is at the end, instead of a coupon, there is a
biography. A resource box is what it is often called. It has your name, your
 address, what you have written. It’s like having a coupon in an ad, but it
was an article that ended with that.

This again is an editorial or advertorial style of ad. This was for a $300
American Speaker, which I think is a book set. It might be a magazine set.
I’m not familiar with what that is. But, this was in an airline magazine. They
made it look like an article. Again, this style tends to work.

Now, I am going to go into some very interesting ads in just a minute.

They are going to be fun to look at because I am going to ask you which
ones work and which ones didn’t. And I’m going to kind of have a little test
or little quiz to see what you think. Because it’s very interesting for me to
do that.

In fact, just two days ago, I got hired to be an expert witness to look at
current ads to find out if they are misleading, which ads are working, which
ads they apply to. This is a whole different field.

Here are the twenty six reasons why people buy. I don’t know what each
of you are selling, but whatever it is, you need to tie it to one or more of
these: to make money, to save money, to save time, to avoid effort, to get
more comfort, to achieve greater cleanliness, to attain fuller health.

I’ve given you the handout. Linda passed them around. So, you will have
that for you. But, there are twenty six things there that have been
determined that these are the reasons why people buy. And we want to tie
what you are selling, what you are offering to one or more of these.

Okay. Here is your first quiz.

“How to ruin your marriage in the quickest possible way,” Is this a good
ad?

Participant: Yes.

Joe: I got a “yes.” I got quite a few yeses.

Now, here is my point. We just looked at the twenty six reasons why
people buy. Is ruining their marriage one of the things they want to buy?
No.

This ad is not good. This ad bombed. From an attention getting

standpoint, yes, the headline probably does stop people in their tracks and
maybe they will chuckle a little bit. But, who wants to buy a way to ruin
your marriage. Somebody in one of my recent talks said, “Well, you don’t
even need a book for that. It’s easy to do.”
 So, this ad did not work. But, they tested the ad. And, if you note, this was
for Dale Carnegie’s book, “How to Win Friends and Influence People.”
This is the other ad they ran. This ad helped them sell 100,000 direct mail
orders. And it started sales in bookstores at about the time of the 1960’s,
five million books were sold. Is this a better ad or what?

Does this tell you how to win friends and influence people? Aren’t those
things people want? There it is. You can’t even improve on that.

Notice that this is a direct response ad. Notice that there is a coupon.
Notice that there is info on the author. Notice that there are testimonials.
Notice that there are sub-headings. There is a lot of type. They tell the full
story.

But, again, that headline is where people will stop or keep going. That has
to intrigue them right there or you’ve lost them.

I’m showing this because “how to” headlines typically work. This is from
David Ogilvie who is a master and is still around. He’s 81 years old the
last I heard.

Look at all the “how to” ads that he wrote and ran. “How to create
corporate advertising that gets results.” This is an ad for his service. But,
don’t people want to read that because of the benefit that is in the
headline?

“How to launch new products.” This is an ad for his service. “How to make
your sales promotions more profitable.” “How much should you spend on
advertising?” “How to advertise travel.” “How to create food advertising
that sells.”

Every one of these people are reading them because they want the
benefits. But every one of these are advertisements for his service. Do
you see how that is working?

Give people what they want. They will read it. They will read all of those
words. They will be impressed. They will learn something. And if you truly
sold them, if you’ve captivated them, when they get down to the bottom
where there is a coupon or the phone number, they will call you.

This is a flyer for a book, “As Long as Life.” Quiz time. Do you think that is
a good ad or a bad ad?

Participant: Bad.
Joe: Yes. I would say it’s bad. You can sell “As long as life.” What does that
mean? What does that tell you? Not a thing. It may have the other
ingredients there. There are some bulleted points. There is an order form.
But, in my mind, the headline is terrible. The sub-heading, which is the
actual title or maybe is the subtitle for the book, “The memorials of a
frontier woman doctor,” may be better because it’s more intriguing.

But, there’s not enough copy there to get people involved in reading this
material and then possibly involved in buying the book.

Participant: (Inaudible)

Joe: She pointed out that it’s wasted space.

Participant: She doesn’t look happy about anything.

Joe: That’s a good point. I probably hadn’t said this before and I’m not sure if
it’s in my MA book or not. But, they did some research on Coca Cola.
That’s been around for over one hundred some years. And they look at all
of the ads look for the one thing that shows up in every ad that helps make
them successful. Do you know what it is?

Participant: Smiles.

Joe: Happy faces, happiness. The lady doesn’t look very happy. There’s no
emotional response there unless you see the title and you want to read
something like that.

These are two ads, A and B. You probably can’t read the bottom part.
That’s the copy. But, you can look at the headline and the general layout.
They are for cruise lines.

A says, “Only one cruise line gives you all these great vacation spots plus
Bermuda.”

The other one says, “Twenty years ago, the Chinese reserved this kind of
treatment for presidents and kings.”

These were tested. Which one do you think would get more response, A
or B? How many A’s? And how many B’s?

A got 67% more response. Now, the question is why. Do you want to
guess at the answer?

Participant: Clear benefit.

Joe: Clear benefit is it. You knew at a glance what was being offered. And if
you are in the market for a cruise line, you are going to go with the one
that says “cruise line.”

When I first looked at this, I actually chose B because I thought, “Well,

that’s kind of a romantic way of talking about it.” It sounds kind of historic
with a little romance and intrigue. And then I thought, “It is right. A would
win because I’m looking at B all by itself and imagining that I was studying
it.” But, if it was in a magazine that I was just flipping through, I would
probably pass it right up.

If I was looking for a cruise line, I would want to know which one has the
cruise line. A speaks a direct benefit.

Participant: Who doesn’t want to go on a cruise?

Joe: Right. There it is.

Another quiz for you. A and B. Again, you don’t need to read all the copy
because I think all the answer are right in what you see there.

A says, “Introducing Pro Edit, the world’s smallest video production

studio.” And B says, “Two outs, bottom of the ninth, you’d better catch it.”
Which one do you think did better?

Participants: A

Participants: B

Joe: A couple of people chose B. A did better by a landslide, about 70% better,
the reason being it clearly tells you what is being sold.

B is slightly interesting, but you don’t know until you get to the bottom of
the page and you start reading copy that they are selling a camera.

Think back to what we were talking about with the power words like “new”
and “improved,” there is the word “introducing.” That is very similar to the
word “new.” That sounds like “new.” It sounds like a benefit. “The world’s
smallest video production studio.” It sounds like something people would
be interested in. And, if people are looking for that product, A clearly has
it. Go for the direct benefit.

Here’s a fun one. A: “Why clown around in black and white when you can
do it in color just as easily?” And B: “These are just a few of our
16,777,216 colors your PCA team can process using our color frame
 grabber.” They are both for the same thing. They were tested. Which did
better, A or B?

Participants: A

Joe: Everyone is reluctant to say anything now. It can become intimidating to

start guessing which one of these worked.

B is actually the big winner. You want to look at this real closely. If you
look at the headline, “Why clown around in black and white when you can
do it in color just as easily?” What are they talking about? We don’t know.
That’s the point. A doesn’t communicate clearly and directly what we are
talking about, what you are selling.

B does. “These are just a few of the….” A number gives a lot of credibility.
And a big, odd number like that, a specific number like that, creates
believability in an ad. The other one doesn’t have anything like that.

This always says “your.” Do you remember you and your? Those are
power words. It talks about your PCA team. It tells you what they are
talking about. It is telling you exactly what they are offering. B is much
more direct. A is more cute. But A bombed.

Do you see the difference?

Now, this is a real subtle one. I actually studied this ad for quite a while.
It’s the same product, pretty much the same illustration and layout.

A says, “Products you can stick with” and B says, “A company that sticks
with you.” Now does A do better or does B?

A is the big winner, “A product you can stick with.” The reason, people
care more about what they may get, not what you may offer. The other
one, “A company that sticks with you.” I don’t care about the company.
This was so close. It was about a 16% difference. But A was the big puller.

I’m pointing it to show, if you keep everything else equal, you’d better
focus on what people get, not on what you offer. Focus on what people
get, their benefit.

My rule of thumb in writing any copy or designing any ad, and this is a little
mantra, like a Zen poem that I have and it is, “Get out of your ego and get
into the customer’s ego.”

B is your ego. I don’t care about the company but the company does.
They wrote the ad. They are probably proud of themselves.
 A is focusing on the person, product. There’s a slight difference, but an
important difference.

Is this a good ad or a bad ad? Overlook the fact that it is for one of my
books and I wrote the ad.

Participant: It’s perfect.

Joe: He wants me to buy him lunch afterwards. He said it’s perfect.

Well, it’s really not perfect. It’s probably close. There’s not enough copy in
it really. When this went out, it went with a four page sales letter. So, the
sales letter had a whole lot of copy in it. That should have been with this.
But, it is fairly intriguing.

I am pointing it out because its “guarantee” that is being sold. And I am a

great advocate for guarantees. I say that you need to put your guarantee
in or invent a guarantee. Invent a risk free guarantee for people. Make it
as easy as possible for them to buy.

This one says, “Use these seven principles for six months. If you’re out of
work, you will get a job. If you’re employed, you will get a raise. If you’re in
business, you will see a whopping 25% jump in revenues or return this
book and your receipt for a full cash refund.”

The reality is less than 2% of the people will ever enforce a guarantee
even if they are phenomenally unhappy. So, you are really not losing
anything by doing that. But, you are encouraging greater sales, greater
calls, by having a guarantee.

Guarantee what you do and take all the risk on you. Don’t come up with a
seven day guarantee or a ten day guarantee. Come up with a year long
guarantee or a lifetime guarantee. Put the risk on you. If you believe in
your product or service, why not?

We’ve got to jump through a few of these. You’ve already been listening to
Barney Zick this morning and this was the flyer that he was using for his
negotiation course. He asked me to take a look at it. I took one look at it
and said, “I can do better.” And he let me.

I want to know from you what you think of this and what you think of the
headline. You’ve all had a triple charged mini-course in advertising and
copywriting in the last thirty minutes or so. What do you think of that?

Participant: I don’t like it.

Joe: He doesn’t like it. He who talks first wins. What is it about? If I hadn’t told
you it was a negotiation course, would you know it?

Participant: He does, but he doesn’t say what for.

Joe: I think the headline is okay. I think it’s intriguing. But, I think it’s on the
same level as the one, “Is your head a hair farm.” It’s intriguing. It’s
curious. It’s different. But, from taking one glance, can you tell what it’s
about? Can you tell what the benefit is?

Participant: Could a sub-heading help?

Joe: A sub-heading could help. If he had an immediate sub-heading that said,

“Barney Zick’s Famous Negotiation Course” or some clear benefit it would
help.

Participant: What about testimonials?

Joe: Testimonials would help. Now, he does have a longer flyer. This is part of
it. And there are a bunch of testimonials on another page. But, looking at
just this by itself, trying to create a one page marketing piece, this isn’t
quite it.

Now, I am not putting Barney Zick down. He is a genius, a living genius, at

what he does. So, when I write my own ads for me, it’s tough work. So,
when Barney tries to write them for himself, it’s tough work. When you
write for yourself, it’s probably tough work. I hire other copywriters to look
at what I do when I’m doing it for myself. It’s too hard to be objective about
it.

So, this is what he had. I worked with it a little bit and I didn’t get it to the
stage where it was laid out by a graphic artist. But, this is what I came up
with and the coupon is not even complete yet.

“At last, a proven new system for winning in any negotiation or sales
situation.” Does that have more of a benefit to it? Do you see the word
“new” in there? Do you see the word “winning” is still there? Because I like
the word “winning” too. Do you see “negotiating” and “sales” are in there?

And I also have a sub-heading that is really at the top. It’s a lead-in. The
words “at last” are very much like new, improve or introducing. They are
power words. So, I am trying to write this in most “new” oriented way that I
can.
And then, I tried to write some copy there that you won’t be able to read all
here. The coupon is not even finished because I just laid this out. I
designed it. I wrote it out and gave it to him. A graphic artist can make this
very powerful. They can make it leap off the page.

I’d love to have a picture of Barney on there somewhere. I’d love to have a
picture of the tape set on there somewhere. But, again, that headline has
to communicate what is going on or we’ve lost people.

I said that there were some power words, magic words to use. This is from
my book for the American Marketing Association. You can look at that list.
You can copy down some of those. I’m not sure if I gave that in the
handout or not.

They are: announcing, fantastic, guarantee, limited offer, revealing, super,

wonderful. All those words are power words. The thing that I want to
caution you about is if you just use these power words by themselves, it
sounds like fluff. If you string them all together and say, “Announcing,
astonishing, exciting, exclusive new tape set,” it’s a little bit too fluffy that
way.

But, if you combine these words with facts, then you have emotionally
arousing, hard hitting, persuasive sales copy. You want to take these
kinds of words and blend them in the facts about what you are selling or
offering.

When I am done writing copy, there are a whole lot of things I go through
to make sure that I have written it well. And I’ve given you this. There are
sixteen questions from my advertising book. This is in your handouts too.
Don’t worry about copying it.

But, when you are all done, you want to go through and make sure you
have covered all the bases. This is one way to do it. These are the sixteen
questions you can ask beginning with, “Does your opening pull readers
into the ad with fast, compelling, strong reader interest?” “Does the
opening begin with a bang?”

Again, when people are looking at your flyer, they are looking at it with a
whole sea of other possibilities there in a magazine, a newspaper or in the
mail if you’ve mailed it to them. So, you need to grab them immediately.
And these questions just walk you through, including the last one. “Is this
the best that you can do?”

It’s too easy to say yes. It’s too easy for me to say yes.
Remember what Maxwell Sackheim did with that earlier ad, that whole
series of ads in the beginning? They paid to test every one of them. There
were a half dozen of them before they got to the winner.

Be willing to go back to make your work the best it can be. And be willing
to get feedback from your piers and even more importantly if you can do
this, ask a few of your customers to look at your flyer.

And here is the key. If you have a target customer, a target prospect who
looks at your flyer and says, “Great copy. I love it.” It’s not good. You’ve
failed. Because if it’s a targeted prospect and he reads everything you
wrote about your business, he or should say, “How can I get this? I want
to buy this. I want to sign up.”

They should not be paying attention to the way it was written. But, they
should be communicating and receiving your sales message. And if it’s a
targeted prospect, if it’s in your audience, if it’s in your market, they should
finish it and say, “I want this.” Then, you know you’ve got a winner.

And finally, this is a reminder. First, in anything that you are creating, this
is the one thing people do wrong, having a weak headline or having no
headline is the worst thing of all. One is use a headline that attracts the
right audience with a clear benefit to them. And by now, from all the
different ads that you’ve seen you should be aware that that’s what we’re
going for and how to do that, what to look for.

And the second thing is reveal as many benefits as you can using active
writing in an exciting and personal writing style. Again, you want to write
copy in a simple way that conveys what you’re talking about.

And third is rewrite, rewrite, rewrite, test, test, test.

And finally, and this is when I’m talking to publishers but it works for
anybody in business, one thing business people must do in order to
generate more sales is think of what your customer gets, not of what you
want to sell. That is the number one, most important distinction. Think of
what your customer gets.

Remember my little hypnotic phrase. Get out of your ego and get into your
customer’s ego.

We have about a minute for questions. Do you have any questions you
can ask very quickly? I know what’s really on everybody’s mind. You all
want to know where I got this tie. That’s what you have been thinking
about this whole time. I’m projecting wealth here and I’m trying to help you
create marketing materials that will create wealth for you.
Participant: What you were saying with the ad copy being full of ?? to have a lot of
white space.

Joe: Good point. I run into arguments with people that ask me who say, “I want
more white space in the ad.” Well, how many of you read the newspaper?
Do you read the articles the reporters write? How much white space to
they leave? They know that if they’ve come up with some news, if they’ve
come up with a headline, if they’ve come up with an illustration, you will
read it.

Why then will an advertiser who has to pay big bucks for the same space
not put anything in it? Let’s make it white. No. In fact, in some tests, they
have shown that a cluttered looking, busy looking, word-filled ad out pulls
one that has less words in it and looks more orderly. For one thing, it’s
going to get more attention.

So, that’s a good point. You don’t want to throw things in there and you
don’t want to write copy that is weak or boring. It all has to work. But, the
more you tell, the more you sell.

Participant: You need to include a way to order. Right?

Joe: A way to order, a response mechanism. In other words, when I think of a

coupon, it’s like “fill in your name, address, zip code and phone number,
and send this in.” But any response, it could be “Call this toll free number,”
or “Send emails to me” or “Call this fax on demand,” is a way for people to
respond. That is what I am looking for, a direct response mechanism.

For so many years because of mail order, you saw coupons. And I was
showing old ads. They didn’t have faxes. So, it was all with coupons. That
is what I am talking about, a way to respond.

I think we are done. Thank you very much. Go out and make millions from
what you’ve just learned.
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