Ben Settle - Crypto Copywriting Secrets - How to Create Profitable Sales Letters Fast - Even if You Cant Write Your Way Out of a Paper Bag Now
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Copyright 2012-2016 Ben Settle
http://www.BenSettle.com
Smashwords Edition License Notes
This book is licensed for your personal enjoyment only. This ebook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each recipient. If youre reading this book and did not purchase it, or it was not purchased for your enjoyment only, then please return to Smashwords.com or your favorite retailer and purchase your own copy. Thank you for respecting the hard work of this author.
Before reading, please take a second and go to:
http://www.BenSettle.com
... to access the hundreds of free email & web marketing secrets waiting there for you.
Theres nothing you have to buy... no sponsored links... and no opting in required.
Its all yours, free for the taking if you go there today...
Legal Disclaimers and Terms of Use
If you want to double (even triple) the money you make from your sales letters... even if youre brand new to copywriting, and struggle with it now... then this short book will show you how.
It contains a very simple way of writing an ad or sales letter Ive learned from over 10 years as an in-demand direct response copywriter working with some of the worlds most successful 7-figure marketers and copywriters like Ken McCarthy (million-dollar ad writer, and creator of The System Seminar)... Mike Dillard (multi-million dollar info-marketer who had even consulted Robert Kiyosakis website team)... Captain Chris Pizzo (#1 marketer in the hyper-competitive self-defense niche) and more.
I have helped my clients collectively earn millions of dollars in sales via my ads and sales letters. And this book contains the (very simple) way I use to write these ads, how I get inside the heads of my prospects and how you can now do the same.
One more thing before we begin.
This book is a compilation of newsletter issues (from the now out-of-print publication The Crypto Marketing Newsletter) I wrote on the subject. Its structured as one big training, but it also has a lot of side notes in it (not part of the main teaching, but related to copywriting) that will help you become a better ad writer.
Enjoy the process of writing and making more money with your ads.
As the late (great) copywriter Gene Schwartz once said:
Always shoot for the moon its one of the few real thrills left today.
-Ben Settle
http://www.BenSettle.com
Dear Crypto Marketer,
Todays newsletter is the first in a series of 5 issues showing you, step by step, how to write profitable sales letters.
Well primarily focus on sales letters selling info-products (i.e. books, DVDs, CDs, etc) as thats what the majority of subscribers sell. However, you can still apply all of it to selling anything else, too. For example, I use this same formula when writing ads selling videos just as easily as if Im writing an ad selling a supplement. And the secret formula goes simply like this:
Headline
Lead
Story
Bullets
Close
Nothing sexy or world class about it, is there? But methinks youll find that my simple process of creating each of these components makes hammering out one profitable ad after another much, much easier and maybe even routine.
Sound cool?
Okay then, lets start with headlines. The first thing about writing headlines is... forget this whole idea of creating killer headlines. In fact, avoid writing headlines other copywriters and marketers consider killer or cool or any nonsense like that. What we want are headlines that get your sales letter read, not that get all the copywriting fanboys raving in the Internet marketing forums about how killer it is. And the first step of writing headlines that get your ad read is to make sure you are 1000% totally in sync with what your market wants (and doesnt want). So to that end, heres a list of questions to ask about your market before putting pen to paper:
What keeps them AWAKE at night?
What are they AFRAID of?
What causes them PAIN?
What HUMILIATES them?
What makes them ANGRY?
Who are they FURIOUS with?
What do they WORRY about most?
What are their VALUES like?
Whats their most URGENT, hot button crisis right now?
Who are their ENEMIES?
What INCOME bracket are they in?
What are their POLITICAL views?
What FRUSTRATES them most?
What do they WANT more than anything?
What RELIGION (if any) are they?
These questions get you thinking about your prospects and their problems, instead of your product and its features. And it goes back to the old adage:
Dont tell me about your weed killer, tell me about my crab grass!
In other words... talk about their problems, desires or wants, and you enter their world. Once inside, youll never bore them, lose their interest, or be ignored.
Okay, so thats step numero uno get in sync with your market. Step two is the what to say. Check this out: Once upon a time, one of the old school advertising agencies (I forget which one) invented what they called knock-knocks to write their headlines. And it works like this: Imagine you are selling your product (whatever it is) door to door. No email, Internet or technology. And lets say you find a neighborhood where a lot of your prospects who have the problem your product solves live. So you walk up to one of the houses and you knock on the door. As soon as that door opens, what can you say, in one sentence, to the person who opens the door that:
1. Makes it impossible for them to slam the door on your face (like they might normally do to a sales rep)... and...
2. Gets them to literally invite you inside and beg you to tell them more?
In other words... whats the one thing you can say, to that prospect, at that exact moment in their life, with their unique problems, desires, fears and wants, that would make them practically jump for joy you showed up on their doorstep? For example, maybe youre writing to a bunch of guys who are getting older, are sort of type A weekend warriors who play hard, and have fantasies about being tough guys, kicking butt, and maybe even have regrets they didnt join the military or are starting to miss being in the military, etc. And because they are getting up there in age, theyre starting to feel aches and pains, starting to worry about things like heart disease, cholesterol and brain fog. Theyre also realizing they arent the young, slim, indestructible men they were 10 years ago. In that case, you may use something like:
Worlds Leading Military Combat Instructor De-classifies The Secret Supplement Used By The Navy SEALS To Battle Pain, Injury, Body Fat And Cardiovascular Health Problems
See how that works?
Okay then, now that we know the what to say, its time to learn how to say it. So what were going to do now is, were going to cover 10 different fool proof ways to write headlines. These are not the only ways to do it. But they are easy to use, and are surprisingly effective. Here goes...
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