Giving You The Edge!
My Note Taking Nerd Report“Giving You The Edge!”“What My Note Taking Nerd Learned InDan Kennedy’s Copywriting Mastery Course”
Dan Kennedy - Copywriting MasteryCD 01Sometimes there are things that cannot be sold by copy. They are however veryrare.You can also use sales copy to sell on your terms and how you want to do business.It is one thing to make money but another to make it how you want to do it.Marketing is half behavioral psych and the other is math. Human behavior isuniversal.What Do We Do Before We Write:Do a lot of research into competitors- You just know what your competition is doing even if they are doing it wrong- Answer all the ads you see to see what their letters are like, their premiums &bonuses, installment payments, etc.Do a lot of research into comparables- You also need to know about anyone who is selling to the same market, at thesame price point as you to your market or using the same methodology as you.- Answer all the ads you see to see what their letters are like, their premiums &bonuses, installment payments, etcProof- You need as much validation as you can get- This section often includes the hook which the whole pitch is based around.As you are collecting information about your clients, you must separate opinion fromfact. You must know how the really behave, what they respond to, what they don’trespond to, etc. You need to talk specifically to your market in their language withyour crafted message.One of DK’s clients found that 74% of his clients were long haul truck drivers so hecreated a parallel business where it was specifically tailored towards truck driversand this runs in tandem with the generic. He now spends more on advertising totruck drivers so he advertises in trade journals, truck driver magazines, haveliterature put at truck stops and he advertises on country & western radio channels.Joe Polish has found that people with companies that have the name Inc or Cleaningin their names are a lot more willing to buy from him.1
Looking for the HookPersonal mission story is a good start.- Glen Turners story was that he had a really hard hair-lip and his story was abouthow his family was very poor and his relatives were richer and they would go therefor Xmas dinner. He would ask Santa for a bicycle and he copied his relatives lettersand they would get the bike and he wouldn’t. After 5 years of this he breaks downand says screw Santa, he is going to be his own Santa.- The premise is the gut wrenching emotional experience that has me doingthis thing that I want you to give me money for it. If you have a story likethis then you should use it.James Bond Analogy- Michael Kimble uses this hook to sell his seminar recordings. He alsore-uses it when they new Bond movie comes out. This linking to the familiar canwork wonders for you.Establish AuthorityThis is something that is missed when you are constantly marketing to a prospectuniverse that you assume knows your story.- We get tired of telling our own story and then stop using it- You should tell your story every single timeSelling to your peers if often a tough situation. To some degree it takes a bit ofarrogance to do this.- The only time DK hasn’t done well with his own speaking herd was when heneglected to include his story, credentials, accomplishment, etc.- You may not like doing it but you must do it a lot.- You must answer the questions of why should I listen to you and why should I listento you about how I should run my business.- You may have to call them out on their bad behaviors such as procrastination- You must lord all over them and don’t be modest.- Don’t underestimate things like before/after story such as if you were broke beforebecause you want people to resonate with it.2
- The tougher the market the heavier the hand you have to be with thisDon’t slack off on thisCD 02Explaining What Something Is Not:This should be used a lot- Often used in business opportunity adsYou should keep swipes on weight loss and money making opportunity becausethey often include the best copy of all.- Trying to sell things that are unbelievable requires excellent copy that is extremelyuseful for things that are believableThe NOT list is the list of things that your prospects don’t want it to be- Example: weight loss would include no exercise, not a diet and not prepackagedfood- You need to get this list togetherAnother way of doing this is the WITHOUT List- Example: Ways to lose weight without exercise, without going on a diet,Etc.It Not Being Their FaultUsed a lot in weight lossOne of the first things DK does in his copyLet the person off the hook- No one wants to admit that the situation they are in is their responsibility- The reason you are broke is.Make it very clear that it isn’t their fault at allHave a blame factor in your copy and it must be somewhere else and not on theprospectIt’s not your fault, You are a victim of the conspiracy of the . industryWe all have very fragile self images and are easily wounded- Tell them the world is conspired against you-3
Sell From The Perspective Of Fear & AnxietyOften easier to sell with fear than benefitsSometimes it’s hard to sell without itHave a Fear statement: summarizes the fear you which you want to stimulate inthem and hit them over the head with time and time again- The opposite of this is prevention and is one of the hardest things to sellsuch as fire alarms- You want to be as far away from prevention as is possibleJeff Paul – HeadlinesBuy a Red Book, Glamour or Cosmopolitan- Good examples for headline templates- Example: Flat Abs Fast Your 10 Minute Plan could be changed to “QuickProfits Fast Your 10 minute Plan”They laughed when.but it.- They laughed at my idea but it increased my pay by 4k a monthUse the words showed rather than taught because taught implies workUse sub heads to tell the whole storyUse bullets as mini headlinesYou must have clarity in your copy, no guessingHeadlines, sub heads & bullets need to have emotional impactDan KennedyAnswering Questions & ObjectionsOne of the most common objections is the how come my expert hasn’t toldme about this?- How come no one has done this before?- You need a pretty good answer to it- You have to get at that they can’t trust anyone around them with historicalreferences to ineptitudeThe use of a damaging admission4
- There is no such thing as a perfect product so ignoring it isn’t an option- When you acknowledge that something is wrong they will believeeverything else you say-TJ Rohleder’s admission is that they get 32K worth of product and bonusesfor so little money and that they’re actually rounding this number waaaaydown and it’s actually worth more but because it already sounds too good tobe true they undervalued it!!Reasons not-to copyYou want bullets that answer the reasons why they wouldn’t buy itRisk ReversalMost risk is more about emotional factors than actual financial concerns.This can all be addressed by guarantees.Write really aggressive & bold guarantees- From a competitive stand point you want to be doing things that yourcompetition is afraid of.- The more you press the boundaries the better- You can make guarantees sound better through language such asmore than your money back guarantee, money back plus you keep allthe bonus gifts, etc.- Guarantee the sales letter won’t be a complete and total waste of your time. Italways bumps response- Guarantee the appointments.- 10 bill & Fedex got a 30% response rate. Leave it and mail more!!CD 03The Power Of The Common Enemy- Every group of your ideal prospects has someone they all hate- It is a massive advantage to be on the same side- Example: Harley Bikers & helmet law- The most successful fund raising copy is stopping an enemy from doing something- There is a demon that must be stopped- The question is who can you attack that your prospects will enjoy5
- Example: Get clients as often as the sun rises and Clinton lies- Carpet cleaners hate franchises, Oreck vacuum cleaners, competition.If you don’t have a common enemy, manufacture one.- Ad agencies are a universal one for small to medium sized business owners.Romancing The Stone- This is making the mundane sound exciting- Use the story of how it was discovered via the expense, trial & tribulations, pain &suffering, etc.- Exotic location – used a lot in cosmetics- Build an experience around it- Story of the inventor- Story of its user- Story of how it is made- Limitations- Example: Swiss anti-aging cream secret learned from alpine mountaineers. Andthey say international research team rather than American. What so important aboutthe Swiss that makes them so happy & healthy? This question puts people inagreement with the fabricated fact that the supposed cream mountaineers use forhigh altitude also keeps you young. If you want to get acceptance put it into aquestion.- J. Peterman’s catalogue is a good example of this. He delivers a shoppingexperience.StorytellingTypes of stories:- The discovery story - The blackie story – Old past master is on his death bed and passes down hissuccess secrets to his one confidant.- The first person “before & after” story – Charles Atlas – I was broke nowI’m rich6
- The troubled prospect – the story of the guru who is sitting at lunch who is a carpetcleaner and begs the guru to help him. The guru lists 3 things and his friend takesthe list and goes off and gets rich and now the guru feels he needs to tell everyoneafter being nudged by his friend- 3rd Person testimonial - Really Skeptical to true believer- Dramatic news story- Celebrity story- Be careful with stories as you don’t want them too long or the reader will getlost in them and forget to buy anythingContest EntriesInsurance agent sells auto policies to current home owner policy holdersHe has a 64% response on a 3 step sequenceHe uses guilt in his copy- The first letter comes from him- The second letter comes from a CSR who helps them with the policy.- The third letter is again from the CSR and it says you haven’t replied. I must havedone something wrong.Kennedy assumed the prospects answered because they want to get the CSR out oftroubleCD 04Q&ADK uses template all the time and you can get any letter, get the guts andfill in the blanks. Leverage comes from recycling.Don’t be shy about letting the prospect know you want their moneyDon’t attack competition by name but you can attack it by categoryIf someone has an interest in what you are selling then there is no limit towhat they will read. Economics tends to be the factor in how long the copyis.Cheap way to personalize direct mail is personalize the lift note and leavethe rest the same.All Ads die as they are used over and over again. The best way to do it ishave a rotation system of ads that have fundamentally the same results.- General tweaks are headlines changes7
- Change of paper color- Joe Polish’s first full page ad lasted 2 years- You usually don’t get much warning when they die because it is usually suddenContestants For a Prize of Best Campaign at The SeminarTom Schmidt - PhotographersThe mailer he does is for high school seniorsHas visual testimonials due to photographsBorn to play sequence got one complaint due to the sexiness of the youngwomen in the photo- He used then used the complaint as a lead article in his newsletterHe profiles some of the studentsHe uses advertorial and long copyTom OrentGiant postcardHe marketed a seminar and made the bonuses meet the same price sothey effectively get the seminar for free- A great strategy for seminars is to make the bonuses the sameor exceed the value of the main productJohn Carlton3 basic parts to writing:1) TheatreHaving a piece that arrives in the prospects life can be the prospect’s mostexciting part of their day if it speaks to one of their dear passions, wants or needs.Lumpy mail2) Salesmanship- Bonding with prospects is essential- Buzz words- You have to get in bed with your market8
- They need to know how passionate you are about your productYou have to love humanityWhat you sell is a dreamProductIf your product does what you claim, then have swagger and be outrageous inyour advertisingCultivate your own edginess- the best writers are edgyCD 053) The HookThe hook is the part that grabs the reader and doesn’t let goNational Enquirer Headlines: Preacher Explodes On Pulpit, Boy EatsOwn HeadWhen looking for a hook, you are looking for human interest tid-bitsthat are unusual (accidental discovery), provocative (smuggled orstolen info), titillating (gossip worthy rumors) or intriguing (eccentrichabit).You got your hook when you come across something that makes yousay – “you gotta be kiddin’ me”Example is the one legged golfer adThe other part of this is you need a genuine payoff. In this case it wasa balance secret for the golfer. You can’t be outrageous just for thesake of being outrageous.Don’t stretch too farA good hook is good for selling dry stuffTax Slashing Secrets Of A College Drop Out That Scares The IRS ToDeathLocal Carpet Cleaner Promises To Cure Your Allergies Or He WillClean Every Room In Your House For FreeWife Of Auto Parts Store Owner From Swears Under Oath That SheDidn’t Use Sex To Get These Great Deals From SuppliersPower WordsThey pack an emotional wallopThey are generally adverbsUse story telling verbsGet rid of the adjectives9
- Bad writers rely on adjectivesHumiliate is a good word as everyone has a personal history with itRhythm of CopyA cadence (de da - de da – de da)I came – I saw – I conqueredIt’s easy – It’s free - it’ll change your lifeAlways read your copy aloud firstIf you do listen to music, listen to music without wordsCopy should have a sing song qualityReading is a passive behavior so you need to explain everythingTheatreDrama1, 2 or 3 word subheadsIt almost killed me.Because he can.By the time you finish reading this, I will be deadJesus WeptEffective SlangMild swearing such as Kick Ass & Friggin’Used for mild shock effect and keeping them engagedJust you and me sitting down & talkingThis should be how your copy reads to the prospectsWrite to one guy not to an nichePersonalize your stuff – Dear Joe & MarySelling The SimpleThe closer you get to the magic pill the better you will doIt’s not gonna take much time, effort or blood and tear, trialand errorGetting a how to book and not have to read it!!2 Philosophies10
1) Write like you have a gun to your head2) Imagine your prospect as huge gelatinous blobs who will barely move to dobasic hygiene never mind get out their wallet and make a call. Your ad has to be socompelling that it has them busting free of their welding to the couch and doing whatyou ask them to.BulletsThe heart and soul of the pitch is in the bulletsWrite the bullets firstWrite out the features and then the benefitsDo not misdiagnose the reason why people will buy from bullets.Bullets consist of what your stuff offers the human being buying it. Neverunderestimate the greed or need of them. Offer solutions.1-2 Punch bullets- 2 minute training techniques that is guaranteed to make you look ridiculouslysmooth and that will pump up your confidence 1000% over night- New and simple exercises that install animal quickness directly into your nerves &muscles leaving it locked there until you need to spring it loose.- You can keep almost keep everything in your current swing the same and justmake an easy, quick and single adjustment just by watching what Bobby has toshow you (implies you learn just by watching)- What women really want from men but will never come outand tell you2 Reasons People BuyThe emotional reasons that they use to pull out their wallet- The rational reason they need to be able to tell their spouse, peers, etcQ&AStar story solution is about making a star out of anybody- Lazy geek from Arizona discovers.Celebrities are good for making a hook but you still need to do therest.If in doubt about names and gender, use Dear Friend.CD 06Yanik Silver – Internet Copy11
The web is just another mediaDon’t use italics or underlines on the webDo use:- Bolding- All CAPS very sparingly- Yellow highlighter- Shaded Boxes- Don’t use ridiculous colors- Use dark blue, red colors and black textUse Arial, times new roman or courier fontsTestimonials- Put a big emphasis on testimonials- Put best ones up front as people are very skeptical when browsing- Use pictures with themDon’t have them scrolling left to rightDon’t have the cliffhangers for next page, just have a long letterHave your website to load quicklyMake money link for AffiliatesYou need stuff on your site that establishes you as a real person (pic, address ofyour office, etc.)Call to action should be strong and be explicit- Click hereLift Note- Have more testimonials and answer objectionsSecondary responses- You need to capture name & email address by getting them to sign up for any kindof gift or newsletter that keeps them in the loop about your site.- If cash is a problem try this 12
- Let people select their own price- Save 100 and get the cd rom version- Try it now for 1 dollarHave upsells on your order formHave upsells on an intermediate pageHave pop ups that look like system foldersQ&AUse Elance.com to outsourceDrive traffic to your site using- Affiliate network & viral ebooks- Search engines- Publicity & articles for ezines- Director of ezines.com and you submit articles for publishingHe only gives away free content to capture emailEmailCan create cash on demandWebsite is passive but email is active. Like a village in the desert and you need tobuild roads to get there.3 Critical components of an email1) Subject LineCuriosityStraight to the point – announcing productSame as HeadlinesDon’t use dollar signs more than one timeDon’t use multiple exclamation marksDon’t use ALL CAPS2) From fieldAvoid having a company name or sales@ or offers@Should be from a name3) Opening paragraphGood idea to restate your relationship- Hi John, It’s Yanik from Instant Sales Letters again13
Use stories & hooks- I stumbled on something interesting recentlyJeff PaulCopywriting ChecklistHeadlines- Do I Have Multiple Headline Ideas Written Down- Make sure they reflect the copy- Will the offer & guarantee be in the headline (such as free reportreveals.)- Quotations on headlines (possibly bump response)- Bolded headline- Lead In Headlines & Follow Up Headlines- Diary of a frustrated financial Planner (came from Diary of a Lonely Housewife1920’S Ad)USP- Why should I buy from you?- The Why Me Story.- The USP should stand alone. Ask your clients specifically what they like about.- Can be based on an experience or reframed service- If you are just delivering products & services you have problems in that you arecommoditizing yourself. Provide your clients an “Experience” to overcome this.- Example that is JP’s wife goes in to get an oil change, when she gets back the caris also slightly serviced, washed and polished and there is a CD in the player thatexplains what they have done.Envelopes- Hand addressed- Live stamp- Plain white envelope- Return address hand written- If you are going to do teaser copy cover the entire envelope14
- Magalog – letter without envelopeGuarantees- More than your money back guarantee- The more outrageous the guarantee the better the bottom lineOffer- Offer Basic vs DeluxeBelievability- Who are you and why should people believe you- Empathy – will cut through all the barriers to gaining trust- Get your best clients to get testimonials for you from other Clients. JP has aclient that calls his testimonials spokespeopleDan KennedyLead GenerationClosest thing is a personals adThe effectiveness is either helped or hinder by how much you are willing to repel- The more you are willing to do this the better the ad willperform in delivering the targeted profileA lot has to do with the leads when you get them- Do you have the infrastructure to handle them?- If not you want to narrow the door so it’s a slam dunk when you get themDefine who you
Dan Kennedy - Copywriting Mastery CD 01 Sometimes there are things that cannot be sold by copy. They are however very rare. You can also use sales copy to sell on your terms and how you want to do business. It is one thing to make money but another to make it how you want to do it. Marketing is half behavioral psych and the other is math. Human .
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