Hiya friends and neighbors,
Today I’m going to talk about the art of storytelling. And
if you want become a great copywriter (one that earns $100,000 or more per
year) this is something you’d better get really good at.
It’s no secret a good story sells. You’ll find that the best sales letters ever written contain
interesting stories that keep the reader captivated.
When I think of great storytelling the first thing that pops
into my mind is the name of what many consider to be one of best copywriters
(and story tellers) on the entire planet—non other than Gary Halbert.
Well . . . actually Gary
was one of the best. Sadly, Gary passed away on
Sunday, April 8, 2007 . . . a day time
seemed to stop for his friends, colleagues and readers.
You see, Gary
had a unique talent of writing, marketing, and storytelling. For years he
published a newsletter called The Gary
Halbert Letter.
You never knew what was going to come out of Gary’s capable
pen—whether it was sadness, humor, bizarre, or concern for others—it was always entertaining and compelling.
Every issue made you want to read every single word—and
always left you wanting more. And there is always a marketing lesson wrapped in
each issue.
In fact just the other day I was perusing some of Gary’s past letters and
came across a lesson so profound I just had to share it here.
The beginning of this particular letter illustrates several fascinating
marketing lessons—found right in the first several paragraphs. I’m going to
reprint a few pages so you’ll gain full impact of his exceptional writing
talent.
Take a look and see if you can guess what the lessons are . . .
“Dear Friend & Subscriber,
Not that you should care... but... I no longer have
a woman in my life.
I'm terrible with women. In spite of my advanced
years, there have been very few members of the opposite sex with whom I've had
a "serious" or even semi-serious relationship.
They've all gone bad. And, it was never my
fault. Not even a little bit. It was always "them" who ruined
everything.
The last one, the one that just ended was with a
lady who is blond, pretty, slim, (she exercises like a fiend) and extremely
intelligent. An upstate and a "city" New Yorker. A graduate
from Syracuse University with a bachelor's in psychology
and a master's in special education. Worked with abused children for about
eight years until she couldn't handle it anymore. Loves classical music, got me
to love it too. Was delighted when I called her on my cell phone from
Pavoratti's magnificent concert here in Miami
Beach. She wasn't home but, when she got back to her
apartment... there was Luciano himself singing live on her answering
machine.
Magic.
Sadly, this woman (even after a full year of
exposure to me) has not found it within her to accept the simple and obvious
truth that Gary Halbert is "the man who should always get his way."
The last "sort of" love of my life (before
the aforementioned bull-headed pit viper) was a young southern girl who was
beautiful inside and out. I remember when I brought her back to Key West how
she sat on the plane in her little southern dress, wearing a funny, little
southern hat... and... reading her Bible all the way to make sure God wouldn't
let the plane go down.
Truly special. She had a "sweetness of
soul" and a "goodness" which I've only seen in one other woman.
(Paulette Teta.) She was as slender and pretty as a flower. I say
"was" because she was murdered about a month ago. Stabbed 14 times in
one of the most hideous acts of violence of this decade. But, of course, the
guy who did it was not O.J., Sherry Pierce was not Nicole Simpson, and so, I
guess this "Life Interrupted" (at age 29) was of comparatively
little consequence.
Not to those of us who were blessed by knowing her,
though.
And then there's Paulette herself who is now married
to an Episcopalian priest. How can that be? How could any woman abandon me, a
gentle man of tact and delicacy for what I would assume to be a blunt,
mean-spirited and socially indelicate man of the cloth? Actually, I'd bet just
about anything he is, in fact, a wonderful man. He'd just about have to
be to capture the heart and soul of someone as special as Paulette.
Congratulations to the both of you. I mean that from
the bottom of my heart. Go with God and never cease to value and cherish each
other.
Then there was Nancy, Loretta, Arlene, Christine and
all the others who didn't deserve me. It's all so unfair. Therefore, I've made
the only intelligent decision I can think of... which is...
I'm Finished With
Women Forever!
Women Forever!
I've decided to become a pro at self-pity. I love to
feel sorry for myself. And fortunately, I've found some help with this. I've
come across a book which has become my personal Bible. It's called...
Meditations For Miserable People
(Who Want To Stay That Way)
(Who Want To Stay That Way)
This book helps me stay centered on the true nature
of my being. It contains invaluable insights which I now totally embrace. They
have become so much a part of me now, that these thoughts pop up automatically
anytime I start to get off base:
- If I let go of the feelings which cause me pain, I would have no feelings at all.
- When God shuts the door, He opens a window... then pisses out of it onto my life.
- I deserve true love... even if it costs me $3.99 a minute.
- The first step in finding God is accepting His presence and the fact He's just ignoring me.
- If I am honest with myself, loneliness and despair are easily within reach.
- (Here's my favorite): A new day can begin to suck at any time... like right now, for instance.
- Life is best measured one miserable failure at a time.
- Jealousy is wanting what others have. Stupidity is thinking I might one day get it.
- I have no "significant other" because I myself am insignificant.
- By writing my fears down on paper I will see not only I am afraid of everything but I also have bad penmanship.
- Life isn't over when we die... it's pretty much over right now.
- Opportunity is nothing more than discovering a new way to fail.
- Everyone makes mistakes, especially the people who think I have a life.
- Painful feelings don't last forever. They're simply replaced by more painful feelings.
- God isn't saving the best for last, He's saving it for someone other than me.
- The ending of one failure is nothing more than the beginning of another.
- Inside every problem lies the seeds to even more problems.
- Being willing to ask for help is the first step in realizing no one wants to help a loser like me.
And so on. There is much more truth and wisdom in
this book. I highly recommend it. It was written by Dan Goodman,
published by St. Martin's Paperbacks, costs
only $7.99 and it's in all the big bookstores. Get it. It can help you be
more like me! By the way, the final page in this wonderful, little guide to
life offers up a true gem. Here are the words I now live by:
"God grant me the serenity to accept the things I
cannot change, the courage to change the things I can, and the wisdom to know I
really can't do either."
Enough nourishment for the soul. Let's talk about
business. One of my clients is Phillips Publishing. As far as I can tell, they
have every really great copywriter in the U.S. already working for them. That
means they have all six or eight of us.
Writing for Phillips requires every ounce of skill,
concentration and judgment a copywriter can possess. Just the research alone
for one of their projects can take up to 500 hours. Beyond that, whomever is
doing the research needs to be skilled on what to research.
How does Phillips get these great copywriters?
Simple: They pay more than any other company in the U.S. At Phillips, nobody makes as
much money as the copywriters except the owner, Tom Phillips. This is as it
should be. And, you know what's funny? Phillips is eager and willing to find
copywriters they can pay $1,000,000 per year and more.”
Can you see what’s happening here? Can you identify the
lesson(s).
Right from the start Gary’s
hooks you into his story about his past girl friends. Then he continues to lead
you further by talking about deciding to become a pro at self pity and finally begins his main marketing lesson.
Actually there’s several lessons to be learned.
The first lesson is the fact that good copywriters are far
and few in between. The top direct response companies today will pay huge bucks
to find one.
Gary’s illustrates this by
suggesting Phillips Publishing is eager and willing to find top notch
copywriters and pay them $1,000,000 per year and more.
Furthermore, the need is for highly skilled copywriters are
tremendous. Savvy business owners are desperate for skilled copywriters who can
bring home the bacon.
Now I don’t know about you but this is skill worth learning.
And once you gain the experience you need, the world is truly your oyster!
Onward.
I just hinted at the second lesson—the need to get really great
at writing copy. Gary’s
helps by giving you more lessons. The lesson in particular is the importance of
writing bullets.
Bullets are little teaser statements about what ever it is
you’re selling.
Learning to write bullets takes persistence and a desire to
get good. Simply put you must pay the
price by actually writing bullets.
Are you willing to do what it takes?
If so here’s a challenge for you. Get 500 3x5 index cards.
Visit a local magazine stand or good book store like Barnes and Noble and head
over to the magazine section. If money is tight the public library will do
fine.
Get the magazines that have good teaser copy on the cover.
One of the best examples is Cosmopolitan.
Write one bullet on each index card. Make sure that you pick out the most hottest
bullets. Keep at it until you gotten 500 bullets written.
Now when you’re done make a copy of those 500 cards and send
them to me.
What’s in it for you? I’m glad you asked!
Most importantly, you gain a neurological imprint of writing
good bullets. Second you’ll be mentioned in this Blog as someone who is willing
to pay the price. Third in addition to
being willing to pay the price, you’ll also gain valuable talent for writing (or
learning to write) complete marketing packages.
Ok, still not sure how to recognize a “hot bullet?”
Here’s some help. John Carlton is not only recognized as one
of the top copywriters in the industry but also as one of the best bullet writers as well.
Below are a few of bullets written by the man himself—John
Carlton. These bullets were part of
successful promotions that raked in millions.
Side Bar here . . . any time you have the opportunity
to read, study and let seep into your brain lessons offers by the top pros, then
jump on it like stink on monkey.
So pull out your index cards are start writing these actual
examples of proven bullets written by one of the best of the best marketers in
the world.
Ready, set go:
* The 58 most important
questions you need to ask yourself before you can really start to pile
up the profits in your business!
* The 7-step formula that
even an illiterate drop-out can use to write advertising copy 100 times more
potent than the best Madison Avenue ad agency!
* How the 3 Basic Elements
found in every single successful (multi-million dollar) television infomercial
can also be used to boost the profitability of your newspaper ads!
* Why your "back end" may
be 1,000 times more profitable than your initial sale... and what to do
to take advantage of it now!
* Tips from trouble-shooting
experts on how to spot problems hurting your business and the triple-step
technique they use to solve them fast!
* The 10 easiest markets
"rookie" copywriters can tap for maximum profit with minimum risk!
* "Insider" tips
from the world's savviest (and richest) businessmen on how to shortcut
your way to obscene riches and success!
* A truly "no brainer" (yet
usually overlooked) way to bump the amount of your average order by 100% or
more... automatically!
* The absolutely essential
First 3 Things you must do before you attempt to sell anything to
anyone!
* How to find -- without spending
a red cent -- the perfect magazines and newspapers (with the most rabid and
eager-to-buy readers) to run your ads in all over the world!
* Why you're already sitting
on the best possible "bonus" you could ever offer -- and how to use
it to make your sales soar!
* 20 Guaranteed Ways to increase
readership and response to your sales letters and ads... without touching
your current copy!
* The single most important
element of any sales message... and how to exploit it for maximum sales!
* The Real Reason people choose to
buy anything -- the secret truth long known by master salesmen, sociologists
and "con men" finally revealed!
* How to put on your own
seminars without nightmares... including how much to charge, how to structure
the daily sessions, and how to write the all-important sales letter that puts
the fannies in the seats!
* Exact word-for-word samples of
sales letters that brought in millions... and how to adapt those same
letters for your own business!
* Tested appeals and
"grabbers" that guarantee readership... and tested
"closers" that almost force people to send you money!
* Why having money or a nice car is
100% irrelevant to having a great love-life! (And the 3 "basics" that
are relevant, but ignored by nearly every lonely guy!)
* How to "read" the
signals of women who are dying to date you right now! (They think they're being
obvious, but I'll bet you're blind to these signals. Just learning this one
secret -- how to "read" women -- will boost your "romance
potential" through the roof!)
* Proven ways to get women to
initiate "accidental" dates that are pressure-free!
* How to easily
"position" yourself so women actually compete for your attention!
* How to turn everyday items in your
pocket (or your wife's purse) into vicious weapons that will (1) show you mean
business, (2) instantly frighten anyone with an ounce of common sense, and (3)
allow you to dominate any situation with a single blow!
* How to maintain the
"right" kind of peak sexual energy that excites women! (Most
guys worry -- unnecessarily -- about "performance"... but you
won't, anymore!)
* The one huge mistake all
inexperienced fighters make in their head that guarantees they will be turned
into victims... and how to "parlay" it into an advantage that will
give YOU an instant 200% increase in your chances of winning -- even if it's
your first fight ever!
* Why your weight, strength,
speed and agility are the least important parts of winning a street
altercation! (And why the one simple secret that is important will give you an
immediate and enormous advantage over any other fighter you meet!)
* How to automatically avoid the
blunders that get even nationally-ranked karate masters demolished in street
fights! (It's called "Stress Shock Phenomenon", and once you've
stored this knowledge in your nervous system, you'll never "freeze
up" or panic when your adrenaline starts to flow and the dirt hits
the fan! Yet there isn't a karate studio in the country that knows how to teach
this crucial part of winning fights!)
* Why your fist may be the
absolute worst weapon you can use in hand-to-hand combat! (And exactly how to
strike so you won't damage any part of yourself!)
* Simple fight-ending moves that
require no strength whatsoever! (I know of arthritic 80-year-old grandmothers
who have knocked young male attackers senseless!)
* The "voice tool" that
will immediately change your attitude from calm to dominant in any surprise situation!
* How to use a little-known
"positioning secret" to completely cancel out the superior
size or experience of your attacker! (Size and strength are meaningless when
you know this secret!)
* Why a simple
"mock" submissive action will always fool a larger opponent... and
set him up for quick, easy fight-ending moves!
* How to gain an immediate
"Psychological Edge" when someone pulls a knife on you... and how to
spot the 4 most common methods of knife attacks so you can win with a minimum
of fuss and blood!
* How to "set up"
the perfect sexual encounter with your lover every time!
* The clumsy mistakes 90% of all
men make during lovemaking... and how to quickly learn the
"inside" secrets of the most satisfied 10%!
* The NUMBER ONE rule that
absolutely must be observed for women to have a truly mind-blowing orgasm!
* The secret "reward" for
men who give their women the "fuel" for feeling in love all day long,
every day! (Not one man in a thousand understands this "fail-safe"
secret of excruciating happiness... and those who do almost never share it with
even their closest friends!)
* How to guarantee
every thought your lover has of you is super-charged with pleasure, excitement
and white-hot anticipation!
* The 20-minute secret that can turn
your sex life around overnight! (It's so simple, you'll kick yourself for not
having thought of it yourself!)
* How to "touch" a
woman to guarantee mind-altering sex... a technique so simple it's astonishing
that nearly 3/4's of all women never learn it themselves!
* Why smart men know how a simple
"secret" non-sexual act at home can -- when handled correctly
-- take on the "charged" quality of a warm, sexually-satisfying
feeling for many women! (It's so simple it's almost like "cheating"!)
* The specific secrets
of "over the top" fabulous sexual technique! (Have you ever
"blacked out" from pure sexual pleasure before?)
* What women really want from a
man! (Nine out of ten men are absolutely floored by this secret!)
* The amazing reason why
Prozac is so popular in this country! (Almost no one understands the startling
sexual implications!)
* How to start having explosive sex
tonight... with the simple basics of great, world-class love techniques!
* The secret of finding the
most efficient aerobic program for burning off fat with your specific body
type! (Leo researched for 7 months with professional bodybuilding stars in the U.S. and Germany to discover the key to this
"inside" secret!)
* Details of the all-new "Eat
Everything You Love" diet that frightened the professionals... until
they saw Leo change into the leanest, meanest muscleman they'd ever seen! (It's
the easiest, yet most potent diet you've ever seen... one you can live on
happily for the rest of your life! Leo was gobbling banana milkshakes, carrot
cake, soda pop, ice cream and "Mama Juanita's" super-grande burritos
on "carb-days" throughout his training!)
* Why the "experts"
you read about in the muscle mags are just dead-wrong in much of their training
advice for you for maximum growth! (Even though a technique may have worked for
them, it might not work for you... especially if you follow the
advice of juice-heads who have spent most of their lives training on steroids!)
* How to handle the
"side-effects" of your increased sexual energy you'll get on this program!
(A real unexpected bonus!)
* How a "secret" 5-inch
change in your hip placement translates into massive power for your golf
stroke! (Not one pro in a thousand even suspects the potency of this simple
adjustment!)
* Why the new "lag" in your
swing will cause your buddies to shake their heads... until they see you
consistently out-drive them by 40, 50 and 60 yards off every tee! (I guarantee
they'll make you play with one of their balls, just to make sure you aren't
cheating somehow!)
* How to use the secret of
"choking down" to master any club in your bag... no matter how
horrible you were with it before!
* The single most important move you
can make in any altercation -- it's what your body wants to do, but what most
people panic about and refuse to allow themselves to do! (Yet it will save your
life!)
* How to use a simple
"cat-like" move to instantly position yourself to deliver the easiest
knock-out blow imaginable -- a strike so natural your grandmother could pull it
off against Mike Tyson!
* How to instantly "shut
down" an attacker's testosterone levels, using your body's own built-in
"brick". (Even a 90 lb. woman possesses this amazing rock-hard
weapon!)
When to use the most simple
strike you'll ever learn... an unstoppable natural move so effective in ending
fights it's not allowed in full-contact karate tournaments! (Instant
disqualification -- it's also a move that 99% of the most brutal street
fighters you'll ever encounter have never seen before... and don't know
how to defend against!)
* How to use the "hip-swinging
secret" soldiers use to drop opponents instantly -- no speed or strength
required, yet it's like driving a 160 lb. bar of lead into the bad guy's belly!
(It's so effective, you don't even have to come close to hitting your
"target" area... even the sloppiest attempt by you will bring him to
his knees!)
* How to use a
super-effective, completely unexpected technique straight out of the
"Three Stooges" to cause any attacker to automatically (1) back up,
(2) raise his hands in defense, and (3) blink rapidly... all of which
instantaneously reverses the tables and makes your attacker suddenly vulnerable
to a fight-ending blow you can deliver in your own sweet time!
*Why all elite soldiers are given
"permission" to use the one street fighter's Secret Weapon we are all
taught from kindergarten not to use... and how you can use it to quickly remove
yourself from any situation where you have been surprised from behind!
* How to use the other
"dirty" street-fighting tool not allowed in any civilized boxing or
karate match... because of it's immediate ability to disorientate and topple
your opponent! (It also works when you do it incorrectly!)
Now that ought to
keep you going awhile!
Remember to become
a great copywriter you got to write out great copy. This little “writing
exercise” is one of the most effective methods used today to get up to speed
quickly.
What you just learned
is one of the most powerful and effective secrets to writing great copy. AWAI
charges over $500 bigones for that secret learning method contained in their
copywriting course. You just learned that same lesson it for FREE!
How cool is that?
You’re on your way
now.
In an upcoming
issue, I’ll go into greater detail on neurological imprinting. This will
enhance you ability to write powerful money sucking copy (and your earning
potential 100 times).
Stay tuned. Hey,
while I’m thinking about it why not tell your friends and business associates
about my Blog. I’d sure
appreciate it!
Until next time, I
bid you good health and prosperity!
Warmly,
Emette E. Massey
P.S. I
wholeheartedly recommend that you read and learn everything you can by Gary
Halbert. Thanks to his sons Kevin and Bond, his website is still available.
Learning from Gary
is like getting a Doctorate in Direct Response. . .BAR NONE! Check it out at: www.thegaryhalbertletter.com
The same is true
for John Carlton. John in fact partnered with the legendary Gary Halbert for
over a decade. He’s an outstanding teacher and coach and gives away “gold” just
like Gary found
in his “Big Damn Blog.” John is on that very, very short list of go-to writers for some of the largest
mailers in the world like Rodale Press and many others. Visit his blog at http://www.john-carlton.com.
