Garfinkel - Breakthrough Copywriting: How To Generate Quick Cash With The Written Word

David Garfinkels

Breakthrough Copywriting

How To Generate Quick Cash
With The Written Word

Copyright Notice

2014 World Copywriting Institute, a division of David Garfinkel, LLC.

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Published under the Copyright Laws of the Library of Congress Of The United States of America, by:

The World Copywriting Institute

A division of David Garfinkel, LLC

236 West Portal Ave., #255

San Francisco, CA 94127

Note: Additional materials are copyrighted to their individual owners and should NOT be copied outright.

Be Sure to Check Out My Other Books:

Advertising Headlines That Make You Rich!

Copywriting Secrets for Infopreneurs (Audio)

Monetization Coaching

If youd like to improve your sales copy, your business
and your bottom line profits, contact me at:

www.GarfinkelCoaching.com

Foreword

My name is Bond Halbert and if you spend any time in the world of direct marketing, you probably recognize my last name because my father was one of historys greatest copywriters, Gary C. Halbert. But thats not the reason you should hark unto me.

Having a highly successful or famous/infamous father is just a matter of dumb luck. But there is a very solid reason to take my word for what Im about to tell you.

You see, my father lived, ate and breathed copywriting to such an extent, that most of our everyday father-son talks were about marketing and then my training was put on steroids when my father singled me out to be mentored.

Soon and long before I was old enough to drive, I was not only privy to high level marketing meetings, but I was participating as well and I have had a long fruitful career myself. Im not telling you this to brag. Im explaining this so you will understand that almost nobody has been around as many top copywriters and copy cubs learning to write ads as I have.

I get asked all the time about the best ways to learn copywriting and I believe the best course of action depends upon your final goal. To write effective copy really frigging fast, I recommend the services of Mr. David Garfinkel.

You see, David has spent an epic amount of time boiling down the hard earned lessons of his uber-successful copywriting career and the lessons of the masters who showed him the way, into a system or way of thinking, specifically designed to take a complete newbie and get them up and writing profitable money-making ads very, very fast.

The book reads like someone managed to convince Mr. Garfinkel to share his best ideas, and that conversation was then translated into Breakthrough Copywriting which actually makes this so very cool.

Whenever even veteran copywriters write about their craft, it takes them forever to get to the point. Because they usually worry too much about some troll parsing their words and this makes for a really boring read but not so here.

This is like eavesdropping on a marketing wizards candid conversation about what it takes to write winning ads.

Its not polished, because its raw, fast and honest or what we in the business call the down and dirty.

All the key concepts are trimmed to make this a superfast read, which is like a cheat sheet reminding you of the most important concepts in making sales and creating the kind of direct response promotions proven to be money-making machines for copywriters and their clients.

Sir Bond of Halbert

Table of Contents

Introduction

I wrote this book with one purpose: to get you from wherever you are now, to wherever you want to be, in regard to attracting business and closing sales with the written word.

This book is probably different than any other you have read because of the urgency. All my life I have felt urgency. Literally, all my life. As a little boy, I was nicknamed Instant Coffee by my parents because I had no patience and wanted everything now.

I soon came to realize I was unusual in this regard.

You see, most people would prefer a world without urgency, where there is enough time to think things through and do what you have to do without any stress.

That would be nice!

But in the words of Robert Ringer, in his book Action! Nothing Happens Until Something Moves:

A stress-free life sounds nice in theory, but in reality there is an inherent urgency to life. For one thing, life is finite, and you dont even have the advantage of knowing when your finite supply of time will run out.

Second, life is competition. No matter what your situation, youre already competing with other human beings. You compete for a prospective spouse, you compete for a place on an athletic team, you compete for attention from others, you constantly compete in ways you dont even think about.

If you dont want the competition to leave you in the dust, you cant coast. Youve got to take positive action and make progress every day of your life.

Today, if we spent some time together in person, you very well might see me as one of the most patient people you ever met. What about the inherent urgency to life?

Learning patience has been a lifelong task for me. Theres a paradox: You need to feel the urgency, but you need to live your life with genuine patience. To explore this requires a full-blown philosophical discussion; maybe my next book. :)

In any event

So how does all this relate to copywriting?

Thats easy. Even in the most patient persons world, life is primarily about action (I think it is).

And if life is primarily about action, then copywriting is the communications medium that prompts action in others (and this can be proven).

Therefore, the ability to write copy is very important.

In fact, writing copy is the number-one skill you need to take real control of your life, which is certainly not about micro-managing details or totally eliminating stress.

What copywriting is about: Options. Choices. Freedom. Being able to create written statements that will provide you all sorts of things money, free time, agreement from others, access to people you could not have gotten otherwise so that you have a greater degree of control over your life than you ever dreamed possible.

Of course copywriting also has some nuts-and-bolts, down-to-earth, practical benefits:

- You can start a business from scratch, with no investors, and generate enough cash-flow so you can grow the business with sales alone, and keep full ownership

- You can get more customers for your existing business

- You can get paid very well to write copy for others

- You can become a generally more persuasive person in all aspects of your life.

As Bond Halbert pointed out in his foreword, I get right to the point.

I would agree.

So lets get started.

David Garfinkel

San Francisco

Chapter 1:

The Four Advantages Of Breakthrough Copywriting

Copywriting is about communicating with the emotional part of a persons mind in a way that makes sense to the rational mind. The emotional part of your mind is called your unconscious mind.

Within everyones unconscious mind, theres a place called Copywriting Junction. Its the intersection of a road were on.

One side says, No. On the other side, it says, Yes.

On another road, on one side it says, Bad, and on the other side, it says, Good.

At the intersection is the place called Maybe.

When people see your sales letter, copy, email, or Google AdWords, they are in a condition of maybe. Your job with copy is to get your prospect through the intersection and onto the side of the road that says, Yes.