The Hypnotic Power of Confusion.

“Did you walk to work or carry a lunch?” 

Huh? 

My father asked me that question more than 25 years ago. I still remember it. Why? Because it’s a ridiculous question. 

A famous comedian in the 1950s used to ask people, “Got a banana?” The question might make sense if asked in the right situation, but he asked it everywhere. I’ve forgotten the name of the comedian, but I still recall his question. Why? Because it’s strange. How to Turn Prospects Into Customers?

As I write this, I am creating new business cards for myself. I decided to add a confusing line to it. After some fun brainstorming with my girlfriend, I settled on, “Ask me about the monkey.” 

Why is “Ask me about the monkey?” worth putting on my business card? As with my father’s question and the comedian’s question, it stops your brain in its tracks. It makes you pause. It makes you focus on ME. The theory is that once you stop someone with a confusing line, you can then implant a hypnotic command right after it. 

In other words, if I write something like, “Apples desk fly dirt,” and then follow it with, “Read my new ebook,” the chances are very high that you are going to want to read my new ebook. Membership Sites- Your Money Making Venture Online.

Why? Because the first line jammed your mind, and the second line slipped into your brain while you weren’t looking. I’ve just upped the odds that you will buy my new e-book. And if you don’t, of course, it doesn’t matter because I never really told you to go buy it. See? 

The same thing will happen on my new business cards. Since I’m now known as “The World’s First Hypnotic Marketer,” I wanted a strange, confusing line on my new card. When someone sees, “Ask me about the monkey,” and then asks me about the monkey, I can simply point out that I practice hypnotic selling and I just got them to do what I wanted. 

The Japanese practice this “hypnotic confusion,” but probably unknowingly. A friend of mine who flew to Japan reported to me that the English phrases on all the Japanese products were bizarre. A tube of toothpaste might say, “Green days you not sing.” A box of cookies might say, “Wood above fish.” 

How can you use this secret right now? Don’t be afraid to be confusing. People tend to sort out whatever you say anyway and make sense out of it using their own terms. 

If you are describing your product in great detail, be willing to toss in something odd. It may increase sales. 

If not, swirl up!

Seven Steps For Creating Successful Marketing.

1. Find the inherent drama within your offering. 

After all, you plan to make money by selling a product or a service or both. The reasons people will want to buy from you should give you a clue as to the inherent drama in your product or service. Something about your offering must be inherently interesting or you wouldn’t be putting it up for sale. In Mother Nature breakfast cereal, it is the high concentration of vitamins and minerals. 

2. Translate that inherent drama into a meaningful benefit. 

Always remember that people buy benefits, not features. People do not buy shampoo; people buy great-looking or clean or manageable hair. People do not buy cars; people buy speed, status, style, economy, performance, and power. Mothers of young kids do not buy cereal; they buy nutrition, though many buy anything at all they can get their kids to eat — anything. So find the major benefit of your offering and write it down. It should come directly from the inherently dramatic feature. And

even though you have four or five benefits, stick with one or two-three at most. Free Non Disclosure Form (NDA Form).

3. State your benefits as believably as possible. 

There is a world of difference between honesty and believability. You can be 100 percent honest (as you should be) and people still may not believe you. You must go beyond honesty, beyond the barrier that advertising has erected by its tendency toward exaggeration, and state your benefit in such a way that it will be accepted beyond doubt. The company producing Mother Nature breakfast cereal might say, “A bowl of Mother Nature breakfast cereal provides your child with almost as many vitamins as a multi-vitamin pill.” This statement begins with

the inherent drama, turns it into a benefit, and is worded believably. The word almost lends believability. 

4. Get people’s attention. 

People do not pay attention to advertising. They pay attention only to things that interest them. And sometimes they find those things in advertising. So you’ve just got to interest them. And while you’re at it, be sure you interest them in your product or service, not just your advertising. I’m sure you’re familiar with advertising that you remember for a product you do not remember. Many advertisers are guilty of creating advertising that’s more interesting than whatever it is they are

advertising. But you can prevent yourself from falling into that trap by memorizing this line: Forget the ad, is the product or service interesting? The Mother Nature company might put their point across by showing a picture of two hands breaking open a multivitamin capsule from which pour flakes that fall into an appetizing-looking bowl of cereal. 

5. Motivate your audience to do something. 

Tell them to visit the store, as the Mother Nature company might do. Tell them to make a phone call, fill in a coupon, write for more information, ask for your product by name, take a test drive, or come in for a free demonstration. Don’t stop short. To make guerrilla marketing work, you must tell people exactly what you want them to do. 

6. Be sure you are communicating clearly. 

You may know what you’re talking about, but do your readers or listeners? Recognize that people aren’t really thinking about your business and that they’ll only give about half their attention to your ad- even when they are paying attention. Knock yourself out to make sure you are putting your message across. The Mother Nature company might show its ad to ten people and ask them what the main point is. If one person misunderstands, that means 10 percent of the audience will misunderstand. And if the ad goes out to 500,000 people, 50,000 will miss the main point. That’s unacceptable. One hundred percent of the audience should get the main point. The company might accomplish this by  stating in a headline or subhead, “Giving your kids Mother Nature breakfast cereal is like giving your kids vitamins-only tastier.” Zero ambiguity is your goal. 

7. Measure your finished advertisement, commercial, letter, or  brochure against your creative strategy. 

The strategy is your blueprint. If your ad fails to fulfill the strategy, it’s a lousy ad, no matter how much you love it. Scrap  it and start again. All along, you should be using your creative strategy to guide you, to give you hints as to the content of your ad. If you don’t, you may end up being creative in a vacuum. And that’s not being creative at all. If your ad is in line with your strategy, you may then judge its other elements.

Guerrilla Insights Into Direct Response.

Direct response marketing is a lot different from indirect response marketing, although guerrillas like it best when the two are teamed up. The first is geared to obtain orders right here and right now. The second is geared to obtain orders eventually. Although a fair amount of standard, indirect marketing often is necessary to set the stage, to make prospects ready to buy, and to separate your company from strangers, it’s when you initiate direct marketing that you first taste blood.  

As you well know, we are living in the Age of Information, most of it very easy to obtain. But information is hardly enough for a guerrilla. And information is not insight. It’s the combination of information and thought that leads to insight and it’s insight that’s going to make you a stand-out in the direct response arena. 

The first insight for you to absorb is that direct response marketing either works immediately or not at all. Unlike standard marketing which changes attitudes slowly and ultimately leads to a sale if you go about things right, guerrilla direct response marketing changes minds and attitudes instantly and leads to a sale instantly if you go about things right. 

When it works, you know it. You don’t have to sit around and wonder. You don’t have to wait months and months for your message to penetrate the mind of your prospect. Your time-dated

direct marketing offer either results in a sale right now — or
it doesn’t. 

To succeed with direct marketing in any medium, remember always: 

1. Your offer is omnipotent. The best presentation in the world has a major uphill battle if you make a weak or ordinary offer. 

2. The market to whom you direct your message can make or break
your campaign. Saying the right thing to the wrong people results in no sale. 

3. What you say and how you say it is easily as important as to whom you say it. Talk in terms of your prospects and how your offer benefits them. 

4. Carefully planning every cent of your campaign for maximum profits requires as much creativity as your message. Guerrillas excel at this. 

5. The more that people have been exposed to your other marketing, the more readily they’ll accept what you offer with your direct marketing. 

Some principles of indirect marketing apply to direct marketing. You must still talk of the prospect, not yourself, and you must make a clear and cogent offer. But from that point on, direct marketing is a whole new ballgame. And its one that you can win with the insights of the guerrilla. Sticky Sites: News Feeds.

Stupid mistakes in horrid abundance have been made by otherwise
bright companies when testing the direct response waters. Fortunately, guerrillas can learn from these blunders, making those waters a bit safer. Listing them would take an endless series of books, but it’s worth your time if I make a start by providing insight into ten of the most notable: 

* Failure to attract attention at the outset dooms many brilliant campaigns before they have a chance to shine. Envelopes, opening lines, mail subject lines and first impressions are the gates to your offer. Open them wide. 

* Not facing the reality of a direct marketing explosion relegates your attempt to the ordinary, which means the ignored. Guerrillas say things to rise above the din, to be noticed and desired in a sea of marketers. 

* Focusing your message on yourself instead of your prospect will usually send your effort to oblivion. Prospects care far more about themselves than they care about you. So talk to them about themselves. 

* Not knowing precisely who your market is will send you into the wrong direction. Research into pinpointing that market will be some of the most valuable time you devote to your direct marketing campaign. 

* Mailing or telephoning to other than honest prospects wastes your time and money. If you make your offer to people who don’t really have a need for your offering, they’ll be an incredibly tough sale. A Direct Response Minisite Can Be A Sticky Situation!

* Initiating direct response marketing without specific objectives gives you too hazy a target for bullseyes. Begin by creating the response method for your prospects so you’ll know what your message should say. 

* Featuring your price before you stress your benefit will be telling people what they don’t want to know yet. First, your job is to make them want what you are offering, then you can tell them the price. 

* Concentrating on your price before your offer is wasting a powerful selling point. Even if your price is the lowest, people care more about how they’ll gain from purchasing. Give your low price at the right time. 

* Failing to test all that can be tested is a goof-off of the highest order. Test your price points, opening lines, subject lines, envelope teaser lines, benefits to stress, contact times and mailing lists to know the real winners. 

* Setting the wrong price means you’ve failed in your testing and your research. Guerrillas are sensitive to their market and their competition, testing prices and constantly subjecting them to the litmus test of profits. 

As direct response vehicles become more sophisticated and prolific, guerrillas have the insight to zero in on the exact people to contact, so as not to waste time or money on strangers. Successful mailings to strangers net as high as two percent response rates. Successful mailings to customers and qualified prospects net up to ten percent. Precision leads to profits.

3 Secrets for Closing the Sale.

FACT: Selling is the only profession wherein your potential earnings are beyond what 95% of the world’s population could ever earn — but only if you know how to close the sale.

Selling is a wonderful profession. But oftentimes, because it is difficult to become successful in sales, it is also considered one of the toughest professions in the world.

As a salesperson, you need to be thankful that making the sale is so difficult, because if it were easy, the field would be flooded with amateurs — and the amount of money you could earn would be greatly reduced. Your job is to find ways to make the sales process easier so that you can become one of the highest paid people in your field — if not the world.

The Major Challenge in Selling

Closing the sale is perhaps the most stressful and challenging part of the sales process. This is where the rubber meets the proverbial road.

Hi, I’m Brian Tracy — and there are secrets I know that can unlock the real firepower that lies dormant in your very own selling skills — and these secrets will change the course of your sales career forever. I’m going to reveal 3 closing secrets that can easily triple your sales in the next 90 days.

You may have heard about my high-powered sales seminars attended by approximately 400,000 men and women each year in 23 countries — or perhaps you have come across one of my 16 best-selling books or 300 learning programs.

The 3 killer secrets that I’m about to reveal are key excerpts from courses I’ve taught to salespeople all over the world. Many of the sales professionals who have learned these secrets have gone on to become the biggest money-makers in the sales industry. If you master these lessons, and practice them faithfully, I guarantee that you will be far ahead of the pack.

Killer Closing Secret #1: The Preference Close

The first technique is the Alternative Close — also called the Preference Close. It is based on the fact that people like to have choices. They don’t like to be given what may sound like an ultimatum to either buy it or not buy it.

To apply this technique, you simply structure your close by saying, “Which of these would you prefer, A or B?”

With the alternative close, whichever one your prospect customer selects, you would make a sale either way. You should always try to give the customer two choices. Even if you are selling a single product, you can give him two choices with regard to payment or delivery, for instance.

For example, “Would you like this delivered to your office or to your home address?” “Will that be MasterCard or Visa?” “Would you like the ATM 26 or the ATM 30?” And so on.

Killer Closing Secret #2: The Secondary Close

The second closing technique is the Secondary Close. This is extremely popular. It is a way of helping your customer make a big decision by having him make a small decision that assumes the big decision. Instead of asking the customer to go ahead with the product or service, you ask a question about a peripheral detail, the acceptance of which means that he has decided to buy the larger product.

For example, you could ask, “Would you want this shipped in a wooden crate, or would cardboard be all right?” “Would you like us to include the drapes and rods in the offer?” “Did you want the standard rims or would you like the customized racing rims on your car?”

In each case, if your prospect agrees to or chooses the smaller item, he has indirectly said, “Yes” to the entire offering. People often find it easier to agree to small details than they do to making a larger commitment. That’s why this is sometimes called the Incremental Close, where you obtain commitment bit by bit to the entire offer.

Killer Closing Secret #3: The Authorization Close

The third closing technique is the Authorization Close, which is often used to conclude multimillion-dollar transactions

Here’s how it works:

At the end of the sales conversation, you simply ask if the prospect has any questions or concerns that haven’t been covered. If the prospect has no further questions or concerns, you take out the contract, open it up to the signature page, place a check mark where the prospect has to sign, and push it over to him saying, “Well then, if you will just authorize this, we’ll get started on it right away.”

The word “authorize” is better than the word “sign” because it is less threatening. A check mark is better than an X. Offering to “get started right away” is better than sitting there hoping for the best.

However you do it, be prepared to ask for the order in whichever way seems appropriate at the moment.

Let Me Taste It First

I was in Sam’s Club last weekend. Everywhere I turned someone was offering me a “taste” of one concoction or another. I was given the opportunity to taste appetizers, casseroles, meats and desserts. It’s really difficult to stay on a diet in these places!

I stopped at the grocery store on the way home. Guess what … more product demonstrators wanting me to sample their wares. Then I went to the mall that afternoon. You guessed it. Every business in the food court was offering a free taste of their menu items.

Then it occurred to me. I’ve been getting free “tastes” on the web for years! So have you. If you’ve ever downloaded a demo or evaluation copy of software, that is. What happened? If you learned to use the software and liked it, you ordered when the trial period expired. Right?

Which do you like best? Reading a huge “scroll” of sales copy that convinces you to make a “risk free” purchase? You’ve got to buy first and return it for a refund if you don’t want to keep it.

Or, reading a few short paragraphs that describe the benefits of a product and then invites you to try it before you buy it? You download it and don’t spend any money unless you want to keep using it.

I must confess, I prefer the try-before-you-buy approach.

This is a proven way to get someone to try your software. But, does the try-before-you-buy technique work well with other products?

It isn’t a good idea to ship a book or some other tangible product without being paid first. You’re sure to get ripped off numerous times.

How about eBooks and eCourses? Depends. Can you present partial content that will be tantalizing enough to persuade the reader to purchase? You allow the reader to taste your product by unlocking the first few chapters. (The remaining content is locked and requires a password). You can also limit the evaluation period so that it expires after a predetermined time. Your customer must purchase a password or registration code online to unlock the remaining content and deactivate the expiration date.

You can turn your eBook into a viral marketing piece if you use software that allows rebranding. Your affiliates can offer free download of your eBook from their sites. Through the rebranding, they get credit for the sales made through their downloads. Clickbank’s affiliate program works well with this plan.

Include links to other products, both your own and those you’re offering through an associate relationship. You never know. They might decide against buying your eBook, but decide to buy something else that captured their interest.

If you want to take a look at a working example that includes password protected pages, expiration date, and a resources page with affiliate links, visit http://www.webdesignwisdom.com/magsite. Download my eCourse, “How to Build a Magnetic Web Site: Accelerated Basic Training for the Internet Entrepreneur”. You’ll also see instructions for downloading a rebrandable version that you can offer at your web site.

How about private sites? Depends. If your private site offers constantly changing and updated material, a free trial period might work for you. You’d need to assign temporary passwords with an automatic expiration in a few days. You might also password protect certain directories that wouldn’t be available to the free trial users.

Give your customers a “free taste” if you can. So what if they don’t buy after trying? More than likely they wouldn’t have bought anyway. And, besides, they might just pass it on to a friend who’ll make the purchase.

Presenting Your Case

When you’re putting your sales pieces together, you can learn a lot from lawyers.

Whether it’s a defense attorney or the prosecution, the first thing a lawyer does is read the jury members.

He does his best to get inside their heads to determine exactly what will get them to decide in his favor. The best lawyers are great people readers.

You must learn what people’s hot buttons are just as any good attorney does. Also like a good lawyer, you must realize your audience reacts on an emotional level. Warning: Your Email is Invisible.

When you’re presenting your case you must grab them by their emotions.

He also appeals to all their senses. So should your sales letters.

If you’re selling food, your letter should literally make them water at the mouth.

If you’re selling opportunity offers, the reader should be made to see all the goodies their new found money will bring. Free Traffic Programs and How to Use Them.

So how do the legal beagles accomplish this?

They study every bit of the evidence. You should study your product or service as just as diligently.

Once they’ve gathered all the facts, they’re ready to present their case.

Your headline should be as well thought out as their opening words. You should get your customers’ attention as compellingly as they capture their jury’s.

Once they’ve got a jury’s attention they begin banging out the evidence. In the same manner you should be banging out your offers benefits.

Bam … Bam … Bam!

Once they’ve grabbed the jury by their emotions and pounded out every point to make their case, they give their closing statement and ask the jury for the verdict they’ve made the case for.

The same applies to your sales letter.

Grab their emotions, pound out your benefits and build your case. Then you’re ready to ask them to pull out their wallets and place their order.

Start presenting your case and the sales will come.

The Strange Story of the “Crackpot” Mail-Order Prophet (or) Five Things You Can Learn about Advertising from Dr. Frank B. Robinson.

Are you having trouble selling your product or service? Are you feeling like the chaotic state of the world prevents you from succeeding? Are you wondering how you can increase your sales in the most cost effective ways? Are you feeling like your competition is breathing down your neck?

Many of my clients feel the same way. They want to succeed, to make a nice living in their business, but they feel overwhelmed, uncertain, and even despondent. They feel they have too much competition. They feel marketing doesn’t work, or takes too much work. They feel people don’t have enough money today to spend on what they are selling. 

And that’s why I think it’s time to reveal the strange story of the long forgotten “crackpot” mail-order prophet.  

During the Great Depression of the 1930s the average person didn’t have enough money to feed themselves or their family, let alone enough extra cash to order books through the mail. Yet during those lean years one man made a fortune selling books and courses entirely by mail. His name was Frank B. Robinson. He founded “Psychiana,” the world’s eighth largest religion and the world’s largest mail-order religion. 

You may never have heard of him or his movement before today. But during the 1930s and 40s, Robinson’s name traveled around the world. Millions of people read his books, studied his lessons, and practiced his methods. The press called his positive thinking, new thought religion a “media business” because Robinson advertised so heavily. 

In 1928 Robinson wrote an ad for his new philosophy that began with the headline, “I TALKED WITH GOD.” An advertising agency in Spokane, Washington said the ad would never work. But Frank believed in his message and trusted his hunches. He borrowed $2,500 from people he barely knew, spent most of it on printing his lessons, and invested $400 to place his ad in “Psychology Magazine.” 

That ad pulled 5,300 responses. Robinson ran it in numerous magazines and it always pulled a 3% to 21% response. Within a year he had a full-time job fulfilling requests for his books and lessons, soon shipping a million pieces of mail a year out of his office in Moscow, Idaho. The post office in that little town had to move into a bigger building to handle all the mail. 

Robinson’s ads appeared in 140 newspapers, 180 magazines, and on 60 radio stations, all at the same time. His postal bill in 1938 amounted to $16,000 and his printing bill hit $40,000. He received 60,000 pieces of mail a day, reached more than two million people, and sent his message to 67 countries—all within one year of running his first ad. 

“Advertising is educating the public to who you are, where you are, and what service you have to offer,” Robinson wrote. “The only man or organization who should not advertise is the one who has nothing to offer.” 

What can we learn from Frank B. Robinson? 

1. He believed in his product. When you don’t believe in what you are trying to sell, it shows. It’ll show in your lack of commitment to your marketing, in poor advertising, in poor service, or in other ways. As I mention in my book, The Seven Lost Secrets of Success, sincerity is one of the “lost secrets” to success. Robinson had sincerity. While his movement made tons of money, Robinson accepted only $9,000 a year as his salary. Whether you call him a crackpot or a savior, he believed in his product. He knew he had something people wanted. In fact, Robinson sold his religious lessons with a money-back guarantee. 

2. He advertised relentlessly. If you don’t tell people that you exist, they won’t know it. The reason you aren’t aware of Robinson or his movement today is because he’s dead. (He died in 1948). No one is advertising his message. Without consistent and persistent advertising to educate the public, the world won’t know of your business. How Should I Practice?

3. He tracked his results. Robinson believed in the spiritual world, but he also knew he lived on the earth plane where numbers matter. He tracked responses from his ads to know what worked and what didn’t. For example, astrology magazines brought him an 18% response to his ads while national weekly papers brought 3%. Knowing that, Robinson could invest more money in larger ads in the better pulling magazines. Find out where your business comes from and focus more advertising in that area.  

4. He continued to create products. Robinson knew once people tasted his goods, they would want more. He wrote 28 books during his short lifetime. These, along with his correspondence courses, gave him a deep product line. Your current satisfied  customers will always be your goldmine. Create more for them to buy. 

5. He remained optimistic. Despite the harsh reality of the Great Depression years, and despite competition from religious institutions that had been around for centuries, Robinson flourished. He didn’t believe anyone or anything could stop him. When you have that strong of an inner conviction, nothing CAN stop you. If you think you have competition with a similar business in the same town, consider what it must have been like for Robinson to have such empires as the Catholic Church, the US government, and famous ministers and politicians trying to close him down! 

Whatever you may think of Robinson or “Psychiana,” you have to admit he knew how to advertise his business.  

“After all, it’s the results in human lives that count,” he wrote in his 1941 book, The Strange Autobiography of Frank B. Robinson. “Talk is cheap.”  

What are you going to do now to increase your business? Remember, talk is cheap!

Why Test?

Marketing should be treated like a science. If you are serious about making money on the Internet, it is absolutely crucial that you spend some time testing your results and refining your approach. 

Let me drive this point home. Say for example you have a website that gives you a visit to sale ratio of about 200 to 1. Not really bad as far as web sites go. Most do far worse. 

Now, assume that you get 5,000 visits per month. Do the math. That’s 25 sales per month. If your profit from each sale is $50, you are making $1250 per month profit from your website.Now, what would happen, if by changing one small thing on your website, you could improve that ratio to say 150 to 1. It may not seem significant, but let’s see how it works on
paper. 

Now, instead of 25 sales per month, you are doing 33. Multiply that by $50 and you are now making $1650 per month. That’s a difference of $400. It’s not like you’re having to work any harder for that additional $400. Your website is always there. 

Now, the example I have shown you here is quite mild to some of the drastic improvements I have seen as a result of market testing. All my life I’ve heard people say “don’t work hard – work smart!” 

This is excellent advice. Working smart means getting more from less effort. 

Well, testing is a systematic way of helping you to work smart. It’s just like the scientific method, really. You may remember it from school. There are many versions of the scientific method for different disciplines and many scientists will argue about which approach is best. For our purposes, let’s take a very bare-boned and simple version. It’s really all we need: 

a. Generate a hypothesis. 

b. Test your hypothesis by performing an experiment and recording the results. 

c. Perform calculations and draw conclusions. 

d. Confirm or refine your original hypothesis. 

For example, let’s say in the above example, we hypothesize that by adding a money back guarantee, we will get a better visit to sale ratio. This is our hypothesis. To test this, we make the change on our websites and record our results. That’s our experiment. After a few weeks (or any period of time we determine to be sufficient) we conclude the experiment and perform calculation on our data. We then discover that the visit to sale ratio did, indeed, improve during the course of our test run. We can then draw a conclusion that our original hypothesis is correct.Seems pretty simple, right? Well, actually no…

*Controls and Statistical Significance* 

In the preceding example, we did a pretty straightforward and simple test. However, the results we have drawn may not be valid. 

For example, what if the majority of visitors we received before the test run came as the result of a banner ad campaign we were running? Then, without us knowing it, sometime during the campaign a company favorably reviews our product and drives people to our site. It could be the case that people who read that review were more likely to buy the product. 

It could also be the case that they were much more likely to buy and that adding the guarantee lessened the effectiveness of the site. Or, it could even be the case that the guarantee did increase the effectiveness of the site, but not as much as we thought. 

The problem is, we just don’t know.To address this issue and to improve the reliability of our tests, we need to establish “controls”. A control is a measure that allows us to isolate the factors which are causing the effects we record. 

For example, a better way to run this test would have been to run two websites at the same time. Both of them identical in every way (promoted the same way, designed the same way- everything) except for the one element we think will make a difference. The site without the change is called the control site. The site with the change is the test subject. 

This same principle can be applied to any other type of marketing. If you want to test the effectiveness of a banner ad, run two banner ads on the same site for the same period of time. If you run one banner ad on one site and the other on yet a different site, you can’t be sure that your results are valid. 

Using strict control techniques improves the chances that your findings will be valid. 

*Statistical Significance

Even if we use good controls, we can still never be sure of our results. There may be something affecting the test we haven’t thought of. That’s why we also need to resolve ourselves to the fact that the results of one single test should not be accepted as conclusive. 

Rather, we need to perform a great many tests and look at the over all trends. Only after we have compiled a considerable amount of information can we safely draw any conclusions. 

Just how much testing is enough is up to you. You should test until you are satisfied, but be honest with yourself. Don’t just stop testing out of laziness! 

*Turning tests into profits

The idea here is to test as many different methods as possible, discover the most effective method, and crank up the volume on your best method. When you get into serious volume and your business is really doing well, even minor differences in results will have a major impact on the amount of money you take home. And sometimes very subtle and minor changes to a website will make huge differences in your results. 

If you could find out which of your advertising campaigns was bringing in the most money for you, wouldn’t it make sense to put more effort into that campaign? Or do more of that type of campaign? Wouldn’t you be crazy not to? 

In the following chapters… 

Pets.com: Branding Goes to the Dogs.
… we’ll show you exactly how to track and monitor the results of all of your Internet marketing efforts. After we show you the logic behind each method of testing, we’ll show you the physical tools and techniques you need to employ to track your success. 

Tracking is just recording the results of one campaign or another. 

Testing is the systematic monitoring of these campaigns to discover what is working and what is not using the scientific method.

Article by Mark Joyner, CEO of Aesop Marketing Corporation and creator of “1001 Killer Internet Marketing Tactics” – a *must have* tool for anyone serious about doing business on the Internet. Do yourself a favor and check this one out today!

How to Market The Daylights Out of Just About Anything Using the Dollars for Dimes Principle

Marketing is either the easiest thing you’ll ever do in your life, or it’s the hardest.

If you’re doing it the old, staid, traditional way, it can be pretty grueling. You offer the same product or service (more or less) with the same features at about the same price as everyone else. It’s a tough way to make a living.

Fortunately, there’s another way. I call it selling dollars for dimes. And once you understand this method, you’ll find that selling becomes at least ten times easier.

Most people never think about it, but all business boils to value creation. In exchange for “X” sum of money, your customers purchase a package of benefits normally referred to as a product or service.

The formula is simple . . . Sell a dollar of value for a dime.

In this series, I’m going to share 4 techniques for dramatically altering the perception of value . . .

Dollars For Dimes Technique #1:

Denominate a specific end result your product or service produces.

Most companies and salespeople don’t articulate their benefits as clearly and powerfully and as they could. (Remember, a benefit is a package or unit of value.)

And because of that, their customers don’t have a clear picture of the value they’re receiving in exchange for their money.

How many times have you heard the saying, a picture is worth a thousand words? Yet we often don’t paint vivid mental pictures of the benefits we offer our customers.

Look at it this way: Value is a picture in the mind, and through words we can alter the perception of value. Therefore, our ability to create value for our customers and prospects is virtually unlimited.

In spite of this, most companies throw out meaningless phrases like “best quality,” “professional,” or “good service.” Can you picture quality or service? No you can’t because these words are abstractions. Quality, service and professional are NOT benefits since they refer to what is being sold, not to the end result achieved for the customer.

And that means these words are not creating value in the mind of the customer.

Let me give a practical example you can relate to. In one of my seminars, a real estate agent explained how he offered better service than his competitors. I asked, “What specifically do you do better and how does that benefit your clients.” After several rounds of questions, it boiled down to speed: he helps clients buy or sell homes faster than other real estate agents.

Here’s where technique number one comes in. To turn an abstraction into a meaningful word picture, denominate the benefit or put a figure to it. In the above example, I’d want to know how much time on average the agent saves his clients. If I remember correctly, he said he moves his clients through the process 3 months faster than the average real estate agent.

Now, if you were looking to sell your home and you ran across ads in the newspaper with the following 2 headlines, which agent would you be more likely to call?

Real estate agent provides fantastic service! b. Real estate agent gets your home sold 3 months faster!

Now, this agent may or may not be able to make that exact statement, depending on the rules governing real estate advertising. However, I think you see the power of translating vague terms such as quality or service into meaningful specifics.

In my seminars, when I have the audience practice writing benefits, I notice that most people write statements without enough impact.

For example, one guy was selling a kit that allows you to make wine at home. He wrote a headline for an ad that read, “How to save money on wine.” That’s okay, but it isn’t particularly compelling.

After asking a few questions, we boiled down his benefit statement down to this: “How to get a $100 bottle of wine for $5.” Can you see how this articulation tangibilizes the benefit of saving money?

What makes the difference is the word picture you paint of the end result. Just one simple change like this in the headline of an ad or sales letter can increase response by up to 21 times. So it’s important that you grasp this technique.

Let me give you another example from a client who sells candles to churches around the world. The company has developed liquid candles that lasts 50% longer than wax products. For many churches, the savings translate into significant numbers.

I could write a headline that says, “How to slash your candle costs by 50%, save time and avoid the hassle of cleaning up wax drippings.”

But would that sentence evoke a sizzling picture that makes pastors, ministers and priests burn with desire for my client’s products? You never know for sure until you test the headline.

My instincts tell me this headline could be stronger. Here’s why: Can you see what 50% savings looks like or the benefits you’ll receive as a result?

Do the words “save time” ignite pictures of excitement in your brain? Do these words spell out the benefits you’ll receive from saving time?

How can you change this scenario? (And this is exactly what you should do when you’re writing your own advertising or sales presentations.) Ask yourself this question, “How can I turn this information into a word picture that arouses feelings and emotion in my prospects’ brains.

As an illustrative example, here’s another way to write the headline.

At the top of the letter is a picture of a priest or minister with a beaming smile. The headline reads:

How using X candles pays for our summer Bible school every year . . . and frees up an additional week and a half of time annually. (Time I spend meeting the needs of our congregation and taking a well-deserved vacation.)

Best of all, I never, ever, again have to hassle with cleaning up messy wax droppings!

In summary, the first technique in selling dollars for dimes is to increase the perceived value of your product or service by translating vague benefits into specific, meaningful word pictures your customers can relate to.

Dollars for Dimes Technique #2:

Add extra value to your products and services by packaging in low cost, high-perceived value information products. I love products such as audio tapes, videos, CD ROM’s, software, special reports, newsletters and books. Why? Because the hard cost is low but the perceived value soars according to the content.

For example, the hard cost of a video tape is 2 or 3 bucks (including duplication, label, and box). The value, though, depends on the information on the tape. If it contains the phone numbers of 3 people who sell plutonium (or whatever that stuff is you make neutron bombs with) and you’re customer is a third world country, it might be worth millions.

The point is, you can multiply the value of what you’re selling. The way to multiply the value of what you’re selling is by packaging in (or including) information products of high value to your customers.

Let me restate this point to make certain it’s crystal clear: Since people buy the perception of value, you can make selling very easy by multiplying the value people perceive in your product or service. And the easiest way to do that is by tying in some form of information
product.

Why info-products?

Three reasons:

  1. They’re inexpensive to produce.
  2. Their perceived value can be way out of proportion to hard costs.
  3. They’re infinitely flexible.

Nearly any product can have an information tie-in.

Use extra bonuses to add value:

For example, I work out at a health club several times a week. What I know about health clubs is that most people join and then do what? They drop out, right? And that makes people afraid to join because they don’t believe they have the discipline to go to the club.

So, if I were selling memberships in a health club, I might put together a 6-tape audio series called: Super Motivation: How to Stick With Your Workout Program and Get Incredible Results — Faster Than You Think.

Then, I might have the tapes transcribed. Each tape would translate into 25-30 written pages for a total of 150-180 pages. So now I have 6 tapes and 150-page manual. The program would have a dollar value of $197.00 to $297.00 Yet the hard cost to produce it would be under $20.00. I’d give it as a FREE BONUS for joining immediately.

In addition, I could call audio tape duplicators and find out who they know that produced health and fitness albums once upon a time – but never reordered. In other words, I’d look for someone who produced an audio tape album but couldn’t sell it.

Do you see the point? Increase the perceived value of your product or service by packaging in free bonuses in the form of information products. To come up with your own ideas, do some brainstorming. What are the problems your customers and prospects have? What annoys them? Causes them trouble? Costs them money or time? Which of these problems can you provide the solution to through some form of information product – video, audio, service, special report or manual?

Another way to look at it is this: What result do your customers and prospects want to obtain as a result of buying your product? Can you produce an information product that will help them get that result faster, simpler, easier? If you can, then you have a free bonus you can use to boost the perceived value of your product. This method has stood the test of time across a number of industries.

For example… Newsletter publishers apply this strategy to perfection. In exchange for subscribing right away, you receive 5 or 10 free reports on topics so tantalizing, you simply must send in your money.

They use multiple reports to increase the chances of hitting one of your hot buttons dead center.

One of my clients sells $2,000 marketing seminars to entrepreneurs. In order to sell dollars for dimes, I packaged in an information product.

Here’s how . . .

The client had recently conducted (and audio taped) a $2,000.00 seminar for CEO’s. It was the last time that particular seminar would be presented without major changes. So I recommended the client transcribe the audio tapes into a manuscript that could be used as a bonus.

It represents $2,000.00 of value to the consumer. Yet the hard cost is only $30.00 or so. If the prospective customers register for the marketing seminar within 10 days of receiving the mailing piece, they will receive the $2,000.00 bonus — free! In short, they pay $2,000.00 and receive a seminar valued at $2,000.00 — PLUS the transcript of another $2,000 seminar. Stated differently, for $2,000.00 they grab $4,000.00 of value.

It’s an irresistible proposition. At worst, the customers ask for a refund and end up with a $2,000.00 bonus for their trouble. At best, they gain the marketing education of a lifetime. That’s the power of the Dollars for Dimes method. By now, you’re probably saying, “That sounds great Marlon, but how am I going to come up with information products I can use in my business without spending a fortune?”

Let’s take a look and see…

How to Get Audio or Video Seminars as Bonuses:

Approach people who are conducting seminars but not recording them. Offer to professionally record the seminar and exchange a master copy for the rights to duplicate and use the tapes anyway you desire. If you need to sweeten the pot, you can barter your customer list, personal services, or products for the right to record and duplicate the program.

Of course, if you conduct seminars or workshops, you should record one on a hot topic and use it as a bonus. The higher the price of attendance, the better.

You will be better off having 10 people attend a $1,000 workshop than 50 people at a $150 one. Why? Because you create a lot more perceived value when you tell people they’ll receive the audio tapes of a $1,000 workshop versus a $150 one. Is that clear?

By the way, even if you don’t normally conduct seminars, you should consider hosting one just so you can use it as bonus. If you don’t like public speaking, you can bring in other experts in your field to put on the event. Just be certain to have them sign a release.

How to Create A $1,000 to $2,000 Bonus Without Even Hosting A Seminar! You probably have several friends or acquaintances in your field who are highly regarded by their peers. Conduct telephone or in-person interviews with one or more of these individuals and package the recordings as a bonus. For a twist, you can turn the phone interview into a conference call where customers interact with the guest.

Suppose your expert charges $500.00 an hour for consulting with a minimum fee of $2,000.00. Can you see how this makes the perceived value of 2 hours of their interview time worth $1,000 to $2,000?

That’s what makes this technique sizzle . . . and almost no one understands how to do it.

How to Access 12,000 Videos You Can Use As Bonuses, Upsells Or Added Value — At Dirt Cheap Prices

Here’s a hot trick on how to acquire videos to use as bonuses. There’s a guide to videos called: Spencer’s Complete Guide to Special Interest Videos:

More Than 12,000 Videos You’ve Never Seen by James R. Spencer

In it you will find videos on virtually every subject imaginable — more than 9,000 in all! At bookstores, similar directories of audio cassettes and CD ROM’s are available.

This guide is incredible. I found one video in it for $30 that a major catalog house sells to corporations for $600! And it’s the same video!

Here’s a sample of the topics you’ll find. Say you’re selling advertising to businesses. Do you think that any of the following topics might hit a hot button with your prospects? (Next to the title I’ve listed the suggested retail price. But again, you’re the one who determines the value of the product for your particular market.)

  • Pricing and Sales Strategy — $29.95
  • Advertising and Promotion — $29.95
  • Accounting — $29.95
  • How to Find New Customers — $39.95
  • Starting and Running Retail Stores — $89.95

Remember, you can get 40% off the retail prices by becoming a dealer for a nominal fee.

Can you see the value of these videos? As an example, let’s take the one on advertising and promotion at $29.95. With your 40% discount, you only pay $18. That’s a steal for a quality 45 minute product! The possibilities are endless.

I think this book may have changed its title recently. But you can search for it on

Amazon.com. I’ve also seen similar dealer programs advertised in business opportunity magazines. As a final resort, you can contact the companies that produce the videos you want to market directly.

How to Turn A $20 Book Into A $675 Bonus — Without Breaking A Sweat!

Did you know you can purchase the reprint rights to out-of-print books for as little as $500 to $1,000?

It’s true. And once you have the rights, you can reprint each chapter as a special report and put a value on each of $15 to $45, depending on the rarity and quality of the information. A book with 15 chapters could create perceived value from a low of $225.00 to as much as $675.00.

So what you’ve done is transformed a $15 or $20 book into incredible value. Conversely, you could record the book onto audio tapes and have a 20 to 30 cassette album with tremendous perceived value. And, of course, you could also do the same on video.

One Last Secret Gold Mine Of Knock-Your-Socks-Off Bonuses!

Finally, I have one last secret for creating bonuses… Call up newsletter publishers in your field and strike a deal to obtain the rights to their past bonuses. Almost every newsletter publisher uses reports to entice new subscribers.

Since these inactive bonuses are generating no revenue, you may be able to obtain reprint rights for a song and dance!

Dollars for Dimes Technique #3:

Create extra value by solving problems that go beyond the immediate scope of your product or service.

How can you help your potential customers get what they really want? That simple question will open more doors for you than you can imagine. I can best explain through an illustration . . .

A friend of mine is publisher for an entertainment weekly paper. She knows all the inside scoop on which advertisers are succeeding with what type of ads, promotions and special events.

Therefore, she’s a pipeline of knowledge her clients need — how to make advertising, marketing and promotion produce more results for each dollar expended.

The question becomes, what range of resources and activities could she provide to her clients that would help them become more
profitable?

Let’s brainstorm the possibilities…

Could she bring in an expert on window displays to conduct a seminar?

Could she record or video tape the seminar and give it as a bonus to new advertisers? Or give it as an incentive or premium for a larger purchase?

Could she hire local college journalism students to do free PR for her advertisers?

Could she orchestrate a conference call for free (or a nominal fee) with a well- known and respected public relations or marketing
expert?

Could she record the call and give it free to new prospects as an extra incentive to meet with a sales rep?

What if she retained an attorney or CPA her clients could gain access to, assuming they placed a certain amount of advertising?

While most of her advertisers wouldn’t use the services, just by extending the offer, she raises the perception ovalue her paper
delivers far above the competition.

What I’m saying is this:

You can create perceived value for your clients many ways. Earlier I talked about using information products to create value. But that’s only one way.

Start finding really creative ways to bring value

Another way is simply to dig, scratch and claw to find ways to solve problems for your prospects and customers.

What I’ve found is that ultra-high performing salespeople and marketers do this instinctively. And it’s often the single greatest factor responsible for their success. In other words, they aren’t a better salesperson than anyone else in terms of raw persuasive ability.

What they are is a superb “bringer” of value to the table. They find ways to bring value to the table that other salespeople don’t. And THAT’S why they’re super successful.

So if you don’t feel you’re a born salesperson, STOP beating yourself up for it and START finding really creative ways to bring more value to the table.

How to get more information on this technique

If you’d like to study this technique further, I have a fabulous book to recommend to you. It’s called Networking With The Affluent And Their Advisors by Dr. Thomas Stanley.

Regardless of what you sell or who you sell to, you’ll find a zillion ideas in this book to help you.

In fact, I’m going to go out on a limb. I’m going to tell you that if you’re in sales or marketing or you own a business, you’re insane if you don’t read this book!

Here’s why:

Thomas Stanley PROVES the point I’ve just made. He interviews salespeople who are in the top 5% of their profession and reveals for the first time in print anywhere exactly how they bring extra value to the table.

The methods and secrets are all laid out in the book:

All you have to do is tap into your creativity and apply the key ideas in the book to your field.

Which, coincidentally, brings us to the next Dimes for Dollars technique…

Dollars for Dimes Technique #4:

Borrow Dollars for Dimes ideas from other businesses and industries.

Now for the last strategy I’ll leave you with in this chapter. I borrowed it from my client, Planned Marketing, where head Walter Hailey and Steve Anderson have a saying I like, “why create mediocrity when you can copy genius?” In other words, study and emulate from the successful efforts of others.

In the context of our discussion, that means you would investigate how other competitive and non-competitive businesses create unique packages of value to sell to their customers.

Look in the yellow pages for ideas. Read books by highly successful people in or outside of your industry. Browse the bookstore and make random associations. Interview other business owners you know and find out if they offer unique value to their customers and if they so, how.

(Don’t be disappointed if they’re clueless!)

When you do these activities, think laterally.

In other words, ask yourself what the technique is, then what principle underlies the technique, and finally how you can apply the same principle in your business.

What a chance meeting on a place taught me…

How A Chance Meeting On A Plane Taught Me The Secret Of Using Donuts To Build A Business And Gain A Competitive Advantage

Let me demonstrate by walking you through an offbeat example. When I was flying home the other day from a seminar in Seattle, I sat next to the owner of a funeral home. He explained to me how he incurred tremendous favor by delivering donuts to the home of the deceased early in the morning if a death occurred in the middle of the night.

He described how the families usually stayed up all night and seldom had time to eat, prepare or buy food. Why did he deliver the donuts early in the morning? Because by 10 a.m. a huge surge of food generally arrives from neighbors and friends. He wants to be the first to stand out in the mind of the customer.

People remember the donuts and almost always thank him later for his thoughtfulness. How can you apply this same principle to your business? Not by hunting down hearses in the middle of the night! No. No. No.

What’s the method? Bringing donuts to someone when they’re desperately needed. And bringing them before other people meet the same need.

What’s the principle?

Find something universally appreciated you can deliver to your clients when they will truly appreciate it.

My Favorite Method for Creating Free Bonuses

My favorite method for creating free bonuses is to do it myself using the system I teach in How to Create Your Own Products In Two Hours.

To read more about “Create Your Own Products in a Flash!” just follow the link provided at the end of this article.

You can create your own information products even if your mind is a vast empty space! I’ll show you how in this product. What’s more, it doesn’t have to take a lot of time.

How This Works On The Internet!

The way I most often use the dollars for dimes principle is this: I create bonuses with perceived value much greater than the main product I’m selling. I offer these bonuses free if the prospect buys before a certain time limit. I typically use 10 days (or 72 hours online). For example, if I’m marketing a product for $30, I might offer $100 or $200 of free bonuses. Adding free bonuses to an offer can increase your response dramatically! But you have to find the right bonuses – ones that have very high-perceived value to your prospects. This comes from knowing and understanding your target market. You have to know what makes them tick. You have to know what information they would crawl over broken glass a mile to get!

If you need more help with target marketing or you want to understand the nuances of the dollars-for-dimes principle, I suggest you read my course, The 69 Laws of Twister Marketing: How to Suck Up Cash With A Vengeance!

Here’s what I want you to understand: Marketing is the ultimate mind game. And it deals not with flesh and blood products but with perceived value.

Just adding free bonuses could make a big difference for you.

Here are some ways to use free bonuses:

  • Offer a freebie in exchange for filling out an “opinion sheet”
  • Offer a freebie for filling out a form at your web site.
  • Offer a freebie for ordering immediately.
  • Offer an unannounced free bonus one-week before sending a marketing letter to customers.

This has been known to increase response greatly.

If you put your mind to it, I’m sure you can think of a lot of other ways to use freebies and bonuses in your business. Another idea I want to cement in your mind and make certain you walk away with is this: Anytime you need someone to do ANYTHING for you, ask yourself, what do THEY need that you can supply?

As simple and stupid as that may sound, it’s extremely profound. When you read Marketing to the Affluent by Thomas Stanley, you’ll see how this is the exact method the top 5% of salespeople in the U.S. use. It helped a client of mine to sell a BILLION dollars of insurance in 8 years. Let me just give you an example from the online world. Say you want someone to give you a link from their web site. You first have to offer them something THEY want. You know they want more traffic to.

So what if you could offer them something to increase their traffic?

More on my favorite methods:

For example, if they give you a link, you’ll submit one of their pages to 600 search engines or whatever. Use your creativity. By the way, you can find cgi scripts that will submit your info to the search engines for you. You don’t need to pay for this. You’ll have to pay someone $30 or $40 for an hour or two of cgi programming to set it up for you. Features And Types Of Tax Relief.

Check out:www.cgi-world.com and www.cgi-resources.com for cgi scripts. Or just search in any engine for”free cgi scripts”

Or let me give you another example. Say you spend a little time and figure out how to install a clock or a counter on a web site. You could offer to put one on a site in exchange for a link. Do you see what I’m saying? Be creative.

Here’s another. You could buy Xara3D, which is a program that makes creating dazzling 3d headlines a piece of cake. Go to: www.xara.com to download a free demo. The program is very inexpensive. You can learn to do this in under 5 minutes! But most people don’t know that. Xara3D even lets you save your headline designs in a format optimized for web pages to load very quickly.

What you do, then, is offer to create a killer headline in exchange for a link.

Once you learn to use the program, it’ll take you a whole 60 seconds to make the graphic for them.

You’re going to love working with Xara3d. I promise you’ll be creating mouth-watering headlines and graphics you can use on your own site in no time flat. It’s one of the easiest programs to use and inexpensive as well.

Study how other businesses create perceived value!

Here’s another.

A lot of sites don’t have banner ads. But there are actually a number of designers who create banners FREE or dirt cheap ($5-$30). If you find a really hot site you want to be linked to, offer to make a rockin’ banner for them! But you don’t do it yourself. Farm it out to one of these low-cost sources.

Listen: I’m just scratching the surface. I’m trying to jump start your brain. If you surf the net and keep your eyes open, you’ll find so many possibilities, it’ll blow your mind!

Here are a few steps to help you put these ideas into action. Begin denominating a specific end result to your customers. You should be able to state this in 15 seconds or less. Population Explosion Does Matter.

Acquire, create or locate at least one information product you can use as a bonus to increase the perceived value of your product or service. Find one problem you can solve for your customers that goes beyond the immediate scope of your product or service.

Study how other businesses create perceived value for their customers and see if you can apply the same method in your business. Spend time every day asking yourself this question, “How can I increase the perceived value I’m offering my customers and prospects without substantially increasing my costs?”

Review your ads, brochures and sales letters for vague words and phrases like quality, service, and professional.

Turn these abstractions into specific word pictures that explain how these features benefit your customers.

Buy and read the book Networking With The Affluent And Their Advisors by Dr. Thomas J. Stanley. You can find the book at http://www.amazon.com or check your local bookstore.

People do not buy value. They buy the perception of value

5 Insider Secrets to Writing Million Dollar Sales Letters

One of the most important skills you could ever learn is how to write million dollar sales letters. The difference between a killer sales letter and a mediocre one is often the difference between a successful site that earns thousands of dollars weekly and one that can’t break even.

It doesn’t matter if you drive tens of thousands of people to your site every day if you can’t convince them to buy from you once they are there. Your site will never be profitable if it isn’t full of benefit driven client centered ad copy.

The good news is that anyone can fill their site with good ad copy. If you don’t want to write it yourself, you can find numerous good ad writers who are willing to do it for around $1,000 to $15,000 per sales letter. If that cost is too much for you to bear, I have even better news for you.

Anyone can learn how to write million dollar ad copy. Don’t start letting your mind come up with all of the reasons why that may be true for other people but not for you. Let me rephrase that sentence. YOU can write million dollar ad copy.

The best copywriters in the world did not have the best writing skills when they started out. Many of them, in fact, don’t even have high school diplomas. Just because you have never even written a free report doesn’t mean you can’t write a killer sales letter. As a matter of fact, I am going to give you the best insider secrets available in the world to help you write the best ad copy you possibly could.

There are thousands of resources online that will teach you how to write better ads. Below are just a few of the books or manuals that will help you learn how to write good ad copy:

* Advertising Magic by Brian Keith Voiles
* Maximum Profit Copywriting Clinic by Bob Serling
* Magic Words that Bring You Riches by Ted Nicholas
* Cash Copy by Jeffrey Lant

These types of books and manuals will teach you the in’s and out’s of the inner workings of good ad copy. They will teach you the important pieces you need such as creating great headlines, listing benefits, finding testimonials, and using a P.S. Any of these courses will improve your sales letter writing ability.

What I want to give you today through this article is a turn-key plan that you can use for FREE to start writing killer ads. Follow my simple 5 step system below and you will start writing killer sales letters within the next few months.

I know you may want to have a quicker way of doing things, but anything that is worth doing is worth doing good. Going to college and getting the skills it takes to do a job takes a minimum of 2 to 4 years and often quite a bit longer. If you follow my techniques below, you will become a killer sales letter writer within 2 to 6 months and have the skills to be an entrepreneur for the rest of your life.

Don’t quit after 6 months though. Keep doing these techniques for years and you will keep those creative juices flowing and building in you for the rest of your life.

So, without further ado, here are the 5 Insider Secrets to Writing Million Dollar Sales Letters.

1. Spend one to two hours a day copying by hand some of the greatest sales letters of all time.

The easiest way I could ever tell you to become a good ad writer guaranteed is to copy and study good ads until they become a part of you. Study each paragraph. Look and contemplate why they said this or that.

Figure out what they were trying to do in each paragraph. Go out and pick up some of the sales letters by the best ad writers of all time, such as Ted Nicholas, Gary Halbert, Jay Abraham, Brian Keith Voiles, and others. You could also go around the Internet and print out the ads for top selling products and services you know of online.

Then, pick out an ad that you admire greatly that you know produces tons of sales for it’s owner. Start copying it by hand. Write the entire sales letter out in your own hand writing. Write it out 5 to 30 times over the next week or month.

I told you this would take some time, but it will be worth it. Once you have written this sales letter over and over again, you will begin to almost memorize the way the writer worded different things. Next time you sit down to write a letter, their wording and even part of the mentality that they sat down to write with will have become a part of you.

After you have copied the first sales letter so many times that you are actually sick of the thing, it is time to go onto the next letter. Pick out another sales letter you admire and copy it by hand. Copy it 5 to 30 times until you begin to know it by heart as well.

Keep doing this with more and more of the winning sales letters and you will find some interesting things happening when you go to write a sales letter. You will sit down and some of their phrasing and ways of doing things will come to your mind. Once you have copied dozens of these sales letters you will find that it is becoming much easier to just sit down and begin flowing right into a million dollar sales piece.

By doing your assigned homework you will begin to learn how to write the headlines, benefits, and the P.S. You will actually start doing the things that Ad Writing courses teach you how to do naturally.

As you continue doing this for the next year you will find yourself getting better and better at writing ads every single month. By following this one technique, anyone reading this report can make a decision to start writing better ads next week.

Even if you are only writing ads for your own business, doesn’t it stand to reason that you owe it to yourself to write the most profitable ads possible. Isn’t it worth the time you have to dedicate to it?

2. Create a Swipe File.

You should also collect all of the good sales letters you find and create a notebook out of them. Then, when you are sitting down to write a sales letter, you can thumb through your notebook of sales letters to generate ideas for your project.

Many copywriters call this their swipe file. They use it as an idea generator for their headlines, body copy, bullets, etc. If they are stuck on creating a good guarantee, they can look through other guarantees people have used. If they are trying to think of how to do a P.S., they can look through other ones. They can get their letter writing going through taking ideas from other winning sales materials.

Never Use Ideas Word For Word From Your Swipe File. This would be plagiarism. Use it to generate general ideas. You don’t want to copy their sentences word for word. You want to flip through some different sales letters until an idea forms in your head about what to write for your project.

This swipe file will help you keep on track and produce winning sales materials every time and it costs you nothing to create. Just collect or print out winning sales letters you find and put them in a notebook or series of notebooks you keep handy when writing your letters.

Remember the cardinal rule when using your swipe file. NEVER copy the ideas word for word!

3. Always research your client’s customers until you know them like your own best friend.

Many times you will see reports on how to write killer sales materials that cover many of the basics, but they forget the most important part. The major key to writing million dollar sales letters is to know your customers like you do your own best friend.

You need to know what their needs and desires are. You need to know what fears they are experiencing. You need to know what their Hot Buttons are. What is it that they respond to? What is it that would offend them?

If you don’t know your prospects, then you can never write an effective sales letter to them. I don’t care if you are best writer in the world. If you don’t know them, you won’t be able to make sales to them.

Good copywriters take polls of the customers. They look at sales letters their customers have already responded to. They go out and ask questions of their potential customers. They do everything they possibly can to know who their biggest potential prospect is.

If you can’t tell me everything about your potential prospects, then you aren’t ready to start writing yet. You should know their general age, their hot button, their dreams, their fears, and everything that relates somehow to your product.

The key to a good sales letter is being able to describe the benefits of your product to this individual prospect or customer. It needs to be personalized to them individually.

4. Relax.

Learn how to relax. If you are in a rush to do your sales letter, it will be obvious to the readers. Be willing to take your time and do an extremely good job. Let things stew inside your brain between each of the important elements.

After you research your prospects and get to know them, take some time to relax. Think on them and their desires for a while. Take some time to relax after you write your headlines and choose the best one for your letter. Think about how to create that flow throughout your letter, starting with your headline.

Take some time to relax after you write your rough draft. Sit it down and come back to it the next day. Then, you will be refreshed and ready to edit it. After you have done your editing, put it away again for a little while. Come back to it refreshed and read over it again. See if there is anything else you would like to change about it.

Don’t rush through the writing process. Learn how to let your mind go to work by working on it, then relaxing a bit. Go back to work and then let your mind stew over it again. Keep this process throughout the entire letter.

5. Test and Edit.

There is only one way you can ever determine if a sales letter will be successful or not. It has to be put to the test. It has to be sent out to some of the potential prospects.

Send it out and find out if it makes a profit or not. If it is winning letter right up front, great! If not, then it is back to the drawing board. Whether it makes money or not, you will still need to test it.

For example, you should take the letter that made money and try a different headline for it. Compare the results to the original. Test a different price. Test the offer worded slightly different. Keep the sales letter that is producing the best results after each test. This is the control that you will determine your results from.

Winning marketers are always testing their materials to find out which one is producing the best results. The killer sales materials that you see being used year after year and decade after decade became that way through this type of testing. Rarely is the first letter written the absolute best letter it could ever be. You need to keep improving it through testing until you have the letter that consistently out-pulls everything else.

As you can see, copywriting isn’t all about being born with huge amounts of writing talents. It is about making a decision to become the best. It is about deciding to do the work you need to succeed in your business. Good copywriters are never lazy, and anyone can be a good copywriter. What about you?