Final Day To Grab This, Plus A Goofy Video

In a minute, I'm going to show you a fun, "on-the-fly" interview I did, with one of the members of my Mastermind meeting, Dustin Mathews, but before we get to that, I wanted to let you know this is the last day to grab the May issue of Seductive Selling.

This is actually the biggest issue I've ever written -- in fact, I probably put too much in there -- the font size got REAL small this month because there was so much included, so my apologies to those baby boomers and others, who -- like me -- are stuck with declining vision as we're getting older. Anyway, here's some of what you're going to find inside this month:

* In this month's "Back-End" column, we'll take a rare glimpse at human-nature over a 42-year life span. You'll be amazed at how young certain baseline characteristics and opinions are formed. (page 12)

* In the Weekend Update Column, here are the headlines of some of the topics covered:

Ten Highest Paid Dead Celebrities... Best real estate investment ever?... Why law firms on Park Avenue can charge more than law firms in Tenafly, NJ... Narrow streets or wide people?... It's ALL in your mind... Market research... New Postal Rates... and Cool URL's.

* How to "entertain" your subscribers! Remember, people may come to you for one reason, but they'll only stay with you long-term for entertainment as well as information.

* Strategic positioning strategies! Not positioning yourself correctly is one of the main reasons why people don't attract as many followers as they want. Discover what to do, and... what not to!

* 7 additional pages of copywriting examples including re-writes, landing pages, and an ad that crippled a big life insurance company!

* In this month's "Little-Known Secrets From The King's Treasure Chest," I'll show you some advanced copywriting tactics to make dry and mundane subjects more interesting, and... how to improve your landing pages.

* "Big-ego" copy examples, and why they will never work!

* How to stick it to the man!... and... a proven way to get your kid a job!

Get all this and much much more, plus... next week's an open call-in day for subscribers on Thursday, June 5th. You get to call in and ask me anything you want, for 10 minutes of free time. So get your fre.e 30-day test drive of the newsletter, and get 15 bonus gifts (that are actually useful - just watch the video), right here: http://www.kingofcopy.com/ssnl

Then, look at this goofy on-the-spot interview I did after our Mastermind meeting was over on Thursday: http://www.viddler.com/explore/dustinmews/videos/59/

Now go sell something, Craig Garber

P.S. There's another video about all the bonuses you get, when you sign take the free test-drive of my newsletter, at http://www.kingofcopy.com/ssnl

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Congratulations young man... now off you go.

Today my older son, Nick is graduating from high school, so it's probably a good time to talk about success, right?

O.K., so let's get to it.

The other day I was listening to an interesting interview and the speaker was talking about, essentially, how you can lead a horse to water but you really can't make him drink.

For instance, why is it, that so many people who are exposed to the same element, and receive the same training, often get widely different results when it comes to application?

This fellow was saying there are a few reasons why so many people don't ever take the necessary steps they need, to get to where they want to go.

One. They don't know "how" to get there.

This isn't a particularly good excuse, especially in today's day and age, where with the click of a mouse, you've got access to the world's history since the dawning of time, right there in front of you. Bottom line is, if you want to get there, you can easily find how "how to" get there.

Two. They can't do it.

Sometimes, there's a genuine lack of ability or skill-set. As an example of this, I'm 5-foot 9 inches tall and I have terrible knees. So even if I spent 6 hours a day playing basketball, every single day for the next 5 years of my life... there's no way I'm ever going to be able to dunk a ball through the hoop.

I just can't do this because I don't have the skill-set, regardless of how much of a burning desire I may have.

And even though I'm as much an optimist as anyone else is, reality is, most people -- maybe not most of the people reading this -- but most people have some limitations that prevent them from doing lots of different things.

It'd be nice to think that all the hourly wage-earners out there could dramatically change their destiny, if only they had proper guidance and the right set of circumstances, but that's NOT reality. Most people have some sort of glitches or hang-ups that put them in the "can't do" category, for one reason or another.

But the number one reason why people don't make it... the number on reason, by far, why some people succeed while others don't... is because they don't have the "want to."

See, "want to" is that intangible "x-factor" that makes lots of different things possible, in spite of many obstacles that might present themselves.

"Want to" is the secret weapon behind most success. And "want to" is what makes ordinary people extra-ordinary.

So if there's one thing I hope my son Nick has, as he moves forward into the world, it's the "want to," more than anything else.

Now go sell something, Craig Garber

P.S. Tomorrow is THE last day to get your hands on this month’s issue of Seductive Selling. This is actually the biggest issue I've ever written -- in fact, I probably put too much in there -- the font size got REAL small this month because there was so much included, so my apologies to those baby boomers and others, who -- like me -- are stuck with declining vision as we're getting older. Anyway, here's some of what you're going to find inside this month:

* In this month's "Back-End" column, we'll take a rare glimpse at human-nature over a 42-year life span. You'll be amazed at how young certain baseline characteristics and opinions are formed. (page 12)

* In the Weekend Update Column, here are the headlines of some of the topics covered:

Ten Highest Paid Dead Celebrities... Best real estate investment ever?... Why law firms on Park Avenue can charge more than law firms in Tenafly, NJ... Narrow streets or wide people?... It's ALL in your mind... Market research... New Postal Rates... and Cool URL's.

* How to "entertain" your subscribers! Remember, people may come to you for one reason, but they'll only stay with you long-term for entertainment as well as information.

* Strategic positioning strategies! Not positioning yourself correctly is one of the main reasons why people don't attract as many followers as they want. Discover what to do, and... what not to!

* 7 additional pages of copywriting examples including re-writes, landing pages, and an ad that crippled a big life insurance company!

* In this month's "Little-Known Secrets From The King's Treasure Chest," I'll show you some advanced copywriting tactics to make dry and mundane subjects more interesting, and... how to improve your landing pages.

* "Big-ego" copy examples, and why they will never work!

* How to stick it to the man!... and... a proven way to get your kid a job!

Get all this and much much more, plus... next week's an open call-in day for subscribers on Thursday, June 5th. You get to call in and ask me anything you want, for 10 minutes of free time. So get your free 30-day test drive of the newsletter, and get 15 bonus gifts (that are actually useful - just watch the video), right here: http://www.kingofcopy.com/ssnl

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Pride Or Prejudice?

Today and tomorrow I’m meeting with my mastermind group down here in Tampa, so I’ll be out of pocket until Friday after this.

(If you want information on my Mastermind Group, go to http://www.kingofcopy.com/mastermind)

O.K., so here’s a question someone asked me a while ago. They said, how do you use “pride” in copywriting? When does this emotional buy-button get pushed?

The truth is, pride isn’t a trigger you’re going to push too often, but let me explain when it might come up and how to use it.

See, pride’s sort of an ego “push.” What happens is, you push the pride “trigger” when you want someone to feel proud of the action you want them to take. What makes this difficult is, you can’t “feel” anything, unless you first experience it.

So... what you have to do, as the writer, is put the experience you want your buyer to have, inside their head, as if it’s already happened. Not easy, but let me try and show you a brief example of what I mean.

Let’s use the example of getting engaged. Buying an engagement ring is one of the biggest transactions a man’s going to be involved with, and this would be an appropriate situation to use pride in. You might say something like this:

“Frankly, a ring like this, isn’t for everyone. It’s not for men who kid themselves into believing, “It’s just a ring”... and it’s not for men who kid themselves into believing their wife really would be as happy wearing a cigar band as she would, wearing a diamond like this. (Don’t mistake how much your future wife loves you, or what an amazing person she is... with how special she’s going to feel, wearing this beautiful diamond ring on her finger. These two things are completely mutually exclusive. And in a case like this, nothing’s worse than regretting something you didn’t do.)

This ring is for the man who’s going to feel proud, that his wife’s ring looks ten times better than all the rings, other guy’s wives are wearing.

And it’s also only for the man who’s smart enough to realize, any short-term anxiety he has over buying something like this, will be nothing but a fleeting memory, very soon -- just like most things in life you’re initially anxious about. It’s for the guy who knows, the only memories that really linger, are the ones you’re going to make together, for the rest of your life.”

This... is how you use pride. And you can take that... to... the bank.

If you thought this was helpful, then check out my Seductive Selling System. It has 47 different emotional buy-button triggers to push, just like this one. Only each one has either 3 separate examples of specific copy to use, or... 3 complete ideas for marketing campaigns built around each trigger. And, the system comes with not one, but TWO zero-risk guaruntees, that I can look you, or anyone else in the eye, and confidently deliver on. Find out how to make ‘em say yes, every which way but loose, and check out the system, right here: http://www.kingofcopy.com/seductive

Remember, there’s never been a better time than right now, to dramatically change (and dramatically improve) what you’re doing.

Now go sell something, Craig Garber

P.S. Only THREE days left to get your hands on this month’s issue of Seductive Selling. On page eight, I reveal what’s literally been the best piece of advice I ever heard about building a relationship with your prospects. Put it this way -- it’s something I think about before I write every sales letter I work on, and I mean that sincerely. Take your free 30-day test drive and get 15 bonus gifts (that are actually useful -- just watch the video), right here: http://www.kingofcopy.com/ssnl

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It’s all about what you’re asking for, or... what you’re not.

It wasn’t a particularly good marriage, but it probably wasn’t a particularly bad marriage, either, as far as marriages go. What was horrible, was the insular box around it, preventing and any kind of personal growth and development, at least for me, anyway.

And that’s why I ended it.

Growth needs a catalyst, and most of the time... that catalyst has to come from the outside, at least, initially. After all, you can’t know anything more than what’s inside your head right now, so unless you’re constantly pursuing -- or in my case, fervently chasing -- those “one big ideas,” you’re not going to find them.

Few of us are Einstein’s, where we’re so up in our head and such dynamic creative’s that your mind is like a wellspring of inventiveness. I’m not, that’s for sure.

Anyway, the biggest problem I probably had in my first marriage was my wife was stuck in the past and unable to move forward. And her past, like mine, was frankly, pretty miserable.

But the thing is, in life, and especially in business, people treat you the way you want to be treated. The universe is like that -- it gives you what you ask for -- no more... and no less.

So if you view yourself as a proverbial doormat for people to walk over and trample on, that’s what’s going to happen.

If you think you’re something special, then that’s what people are going to think of you, too.

And if you believe, in your heart of hearts, you’re just average, then... you’ll be average, earn average amounts, and have an average life (maybe).

The more successful you are, the better you’d better feel about yourself, otherwise you’re working on a house of cards that’s gonna get blown down.

If things aren’t working for you now, I’d suggest you think this information through, and ask yourself “How am I asking the world to treat me?” A lot of your frustration and obstacles may lie in the answer to this question.

Look, no one has a crystal ball. Your marketplace can only make decisions based on the information you’re giving them, and... the information you’re not giving them. What kind of information is that, for you?

Now go sell something, Craig Garber

P.S. Only FOUR days left to get your hands on this month’s issue of Seductive Selling. On page one you’ll discover the biggest mistake everyone makes once they get a successful campaign going, that leads to frustration and anxiety, almost immediately afterwards. Get 15 free (and actually useful - watch the video) gifts just for taking a 30-day test-drive, right here: http://www.kingofcopy.com/ssnl

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Warren Buffett and copywriting?

Warren Buffett (also known as the “Oracle of Omaha,” and no relation to Jimmy Buffett) is one of the wealthiest people in the world.

With a net worth soaring over $60 Billion dollars (and yes, that’s Billion, with a “B”), he’s also one of the world’s sharpest investors, and his market and economic wisdom is revered and followed by many people. Buffett’s also well-known for his folksy and straight-forward mannerisms (his favorite beverage is Cherry Cola) and the way he communicates.

Recently, he was reading through the 270-page annual report of a large bank he was considering working with, and he became incredibly frustrated. He’d personally highlighted over 25 pages of text even he didn’t understand in the report. And if he didn’t understand it, Lord knows the average investor’s not going to have a clue what’s going on in there.

Which leads me to the point of today’s tip: One of the biggest mistakes people make when they’re writing sales copy, or coming up with a marketing pitch, is... not being clear.

Keep in mind, what YOU get out of your material, is often dramatically different to what your readers get out of it, and what your prospects get out of it is really the only thing that counts.

So with that in mind let me give one of the easiest ways to spot your mistakes:

By far, the fastest way to identify problems is to read your copy out loud after you write it. And I don’t mean read it “out loud in your head, with your mouth moving”... I mean, read it out loud from your mouth. Or better yet, if you can get someone else to read it out loud to you, that’ll work even better.

When I first started writing copy, my son was 10 years old, and when he was around 12 years old, he started reading my letters out loud to me. You’ll catch ALL your mistakes when you do this, and I do mean all of them.

Even today, when I’m working on something I’m still not 100% sure is right, I’ll read my own sales copy out loud.

In the event you don’t want to do this, then another option is to get a voice recognition program to read your copy out loud to you. The one I used to use, before I switched over to Mac, is called “Read Please” (readplease.com). I liked it because not only will it read your sales letters out loud to you, but you can program and adjust how fast you want the letters read back to you, and the kind of voice you want reading it back.

They have male and female voices, and they even have foreign-sounding accents.

I always picked the voices with some sort of accents, because oddly enough, your mistakes stand out even more when a foreign accent reads them.

Remember, you can have the best offer in the world being put out to the hungriest marketplace around, but if no one understands what’s going on and why... you’re out of luck, game over.

Now go sell something, Craig Garber

P.S. SCREW the recession!: What If All Your Dreams Really Did Come True?.... Here’s how to get your mojo back and make it happen: http://www.kingofcopy.com/dreamscometrue

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Another free interview now posted online

If you like to sell, and even better yet -- if your lifestyle depends solely on your ability to sell, then you’ll love the new interview I’ve just posted to my site.

Here’s the deal: A while ago, Blair Singer, best-selling author of "SalesDogs" and "The ABCs of How To Build a Business Team That Wins," and RichDad Advisor to Robert Kiyosaki, interviewed and grilled the daylights out of me for a solid hour on this eye-opening call!

Blair’s very familiar with what it takes to win big in business. His client list includes Deutsche Bank, Redken, IBM, Singapore Airlines, Dunkin Brands, Motel 6, Westin, to name just a few. In fact, there's so much going happening on this call, it would take you a year or more, to actually use all the selling strategies I reveal on it!” Here are just a few of the things you’ll discover:

• The biggest breakthrough ANY business-owner can ever make in their marketing process! This ONE strategy makes your life INFINITELY easier, forever!
• The easiest and most relevant way of targeting your marketing so you start making the MOST money possible! Finally, start tapping into those people who will consistently pay you top-dollar!
• The biggest and most critical mistakes people make when they sit down to write copy -- and... how to fix them!
• And... much much more!

So scramble on over to http://www.kingofcopy.com/media/interview/blairsinger and grab a pad and a pencil and get ready to start taking a ton of notes, because you’re definitely going to learn a bunch of stuff.

Then, once you’re finished listening to it, post some feedback about it on my blog here: http://blog.kingofcopy.com

Now go sell something, Craig Garber

P.S. Imagine If All Your Dreams Really Did Come True.... Mine did, and so can yours: http://www.kingofcopy.com/dreamscometrue

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Tomorrow’s Seductive Selling Coaching Call

Tomorrow afternoon will be the second part of the "How To Maximize Your In.come In The Lucrative Information Business!" series.

Last month, I covered:

• How I got into this business.

• The biggest and most typical problems people make BEFORE getting into this business. (They’re NOT what you think.)

• Challenges, mistakes made and most often overlooked opportunities. (Which cost you a bundle!)

• Types of media to sell your information on. (And types of media to avoid!)

• Media to use for client acquisition

• Criteria to use to pick your niche and to evaluate the potential profitability of this niche. (And when to “bail” on a niche instead of wasting countless hours and tons of greenbacks!)

• And... other ancillary information.

On tomorrow’s call, I’ll be going over any questions on last month's material, and I'll start getting into the product creation, assimilation and distribution aspects of the business.

I'll also be including a special handout with this month's transcript, which I’ll tell you about on the call.

When you participate on these calls, you’ll also receive a special e-mail address to send in questions for me to answer, plus you’ll be able to ask questions live on the call itself.

To participate on these calls, sign up at http://www.kingofcopy.com/seductivecalls

Now go sell something, Craig Garber

P.S. This is a structured monthly COACHING program. For references and testimonials about the program, go to http://www.kingofcopy.com/seductive

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4 black-and-white photos for a buck. You in?

Remember those old photo booths they used to have at places like arcades and festivals? You know, you’d go inside and sit on a swivel chair you’d adjust for your height, so you can be eye-level with the camera, and then you’d sit and get blinded by the flash camera that took your photos. Remember those?

Usually, you’d go and sit down on the chair with a close friend, your current girlfriend or boyfriend, or a family member, and get into some goofy poses or make silly faces at the camera, then you’d have a good laugh once the photos came out. Right?

I remember taking some pictures like this, years ago with my grandfather, at Nathan’s on Central Avenue in Yonkers. And trust me, to think this far back, I’m not just digging into my memory banks, I’m more like “excavating” them.

You’d also see these photo booths in places like Woolworth’s and other five and dime and local corner stores.

Anyway, “LifeStyles” condoms has come up with a modern-day version of the old-time photo booth. It’s called a Make-Out Booth, and what happens is, you buy condoms from a vending machine in the booth and the booth gives you some free black-and-white photos of yourself, or presumably you and your lover.

The company is planning on rolling these booths out in New York City nightclubs. I’ll bet you anything, it’s only a matter of time until someone comes up with some sort of snappy urbandictionary.com worthy word for “doing it in the LifeStyles Make-Out Booth.” Sort of like how the term “Mile High Club” is slang for “doing it in an in-flight airplane, technically while at least a mile above the ground.”

While the Make-Out Booth is definitely a “clever” idea, the real question is, will it make LifeStyles more money? Will it increase their percentage of the marketplace? Will the cost of this campaign deliver a positive ROI (return on investment)?

In my opinion, this is nothing more than a pet rock. It’s cute, nice to look at, but isn’t going to prompt you to buy more LifeStyles, or change over to LifeStyles from another brand. And while some folks in nightclubs might, in a variety of ARI’s (alcohol-related incidents) will spontaneously buy condoms to either get inside the booth or take a goofy novelty picture... this won’t offer them anything close to a positive ROI.

People often foolishly mistake gimmicks like this for effective marketing. This is no more effective than running around nude. You might get attention, but you’re not going to sell anything because of it. Always keep your end goal of “making money” or “getting clients” or “attracting new qualified leads” in mind, when you’re doing something.

The thing is, your “ad guy” and Madison Avenue won’t tell you this -- it’s YOUR job to keep your eye on this proverbial ball, and make sure you’re actions support what you’re trying to accomplish.

Making a new pet rock is nice, but... only if someone’s going to buy it from you.

Now go sell something, Craig Garber

P.S. Offline newsletters are being shipped out this week. Make SURE you check out the article on page 4 that shows you some critical “me” mistakes, along with an live marketing example of this. Test-drive it free and get 15 bonus gifts (watch the video to see the exact gifts you get) right here: http://www.kingofcopy.com/ssnl

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For new members of this list only:

Over the last few weeks, an enormous amount of subscribers have joined this list.

I realize, when people join a new website in my category (copywriting and marketing strategies), it is VERY difficult to figure out who’s who and if the person’s list you joined, is even a real person.

That’s one of the reasons I’ve set up the media section on my site -- to help you get a better handle on who I am: http://www.kingofcopy.com/media

I also realize, once you are sort of “convinced” the person is the real deal, is competent, and is likely to be ethical... it’s then tough to know if their products are any good, or if those are just hype, too.

Let’s face it, there’s nothing worse than ordering something, hoping it’s going to actually do what it says it’s going to do, and then being let down because the marketing of the product is far better than the actual product itself. Lord knows that’s happened to probably every single person reading this, myself included.

And when the person selling the product is also an excellent copywriter, when it comes down to it, this is sort of a blessing and a curse, because if anyone can make a sow’s ear look like a silk purse, it’s a talented copywriter for sure, right?

And yet... as you go through one sales page after another on my website, perhaps you’re seeing information and products you’d love to have -- if only had SOME WAY of knowing they’d contain and deliver all the information they say they will, right?

So, here’s my thoughts on this -- hopefully they’ll help you out.

First, know that everything I own... my entire direct-marketing and copywriting skill-set... my entire future retirement... and all the businesses I’m involved with... were all developed and created 100% exclusively out of my investment in my own ongoing education.

And all of my products come with a money back guar-un-tee. I don’t think you should sell anything unless you feel comfortable guar-un-teeing it. After all, if you’re not confident in your own products, how can anyone else be confident in them?

Also know that one of the things I’m well-known for is my intensity and the pride of ownership I put into whatever it is I’m doing -- whether it’s writing this e-mail or writing a sales letter. I’m full-on, regardless.

Also -- and this is my fault -- I tend to promote my newsletter quite often, sometimes to the exclusion of other lower-priced products I have, that don’t require as much work to digest. But here’s why I do this: In my heart of hearts, I believe (and this has been proven with myself, and with nearly all the other most successful people I know, who spend the lion’s share of their time in marketing), that to be a creative marketer, you have to continuously nourish your mind with creative ideas. This is what my newsletter does, and it consistently does this better than any other media or resource I’ve ever seen.

And this is also why I give you a fre.e trial of the newsletter for 30 days, so you can make that decision, and agree or disagree, for yourself.

But even more important than what I think, are the literally dozens and dozens of testimonials that come in here on a regular basis -- many of which are posted at http://www.kingofcopy.com/ssnl

However, if you’d like to get a “taste” of what I’m all about, and for whatever reason, this doesn’t appeal to you, I also have a few other, lower priced products you should be aware of.

One, is my “22 Ways To Eliminate All Your Marketing Headaches”, which... at $67 bucks, is dirt-cheap, especially when you consider you get almost three hours of audio from me included. Plus, you also get a real-life case study of a recommendation I made to a client, which boosted their online sales by 5%, starting immediately.

This strategy literally takes you less than 20 minutes to implement, and benefits you for a lifetime. You can find information on 22 Ways, right here: http://www.kingofcopy.com/22ways

Another is my "Magic Marketing Research And Resource Guide,” which is kind of like the “Consumer Reports” of marketing information. You can find this here: http://kingofcopy.com/magicmarketing and again, at $47 bucks, is an outstanding value if you’re interested in expanding your library and your knowledge.

Lastly, if you’re either interested in how my career got started... how I wound up working with the late Gary Halbert... or how to jump-start anything in your own life that’s for whatever reason, simply slowed down... you’ll want to get your hands on my “How To Make Your Dreams Come True” product. It’s called this because this is exactly what I did, step-by-step, to make my own fantasy world come alive... and it’s the template for how you can do the same thing for yourself.

This product also has some killer sales copy in it, along with a 40-page sales letter I wrote, which arguably will go down in history as the most important and profitable letter I’ve ever written. You can check this out right here: http://www.kingofcopy.com/dreamscometrue

And based on the responses from the survey I ran a few weeks ago, “getting unstuck” and finding your mojo, are two things LOADS of people on my list seem to need, desperately. So ‘Dreams Come True’ will benefit almost everyone.

If you still have any questions about any of these things, simply post your comment or question to my blog below.

Oh, one more thing. Lots of people wonder if I can’t spell properly. And the answer is, “No, I’m a pretty decent speller.” When you see words misspelled in these e-mails, it’s because they are spam words that would get flagged by any one of a number of sources, and would prevent this e-mail from even getting through to you.

Now go sell something, Craig Garber

P.S. Shocking? HELL Yeah! In this month’s Seductive Selling Newsletter, I’ve got an ad that’s so provocative, it made a big GIANT insurance company STOP what they’re doing and reverse the direction they were moving in -- and that’s like getting an oil tanker to stop on a dime and reverse directions in the water! Check it out and test-drive it free and get 15 bonus gifts (watch the video about this) right here: http://www.kingofcopy.com/ssnl
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About being unusually provocative...

Yesterday we talked about getting noticed, but getting noticed for the right reason, not the wrong reason.

I got several comments about this, both posted on my blog and sent in here to the office. Many people were wondering about some different ways they could get noticed.

One of the easiest ways is to sort of “make some noise” that’s provocative. And if you look up the word “provocative” in the dictionary, the definition is “tending to provoke or stimulate.”

So you want to create a buzz, not just to make noise, but to make noise that’s going to provoke or stimulate your buyers.

One of the simplest ways of doing this is to be controversial and go completely against the grain of what everybody is thinking about in your niche, or what everyone’s talking about in general.

A few things that come to mind right away are things like this:

“Crush The Saudis! Here’s how to make an absolute killing in the stock market by taking ADVANTAGE of the high gas prices!”

See, this would be pretty effective because this is a topic that’s on everyone’s mind. And by speaking to it -- regardless of your position or what you’re selling, you’re being provocative.

Here’s another thing you can do: “Screw Dennis Quaid! I’ll show you five ways to slaughter your competition by using the exact same sales tactics the big drug companies use -- only with a lot less effort... AND a lot less cost!”

This one’s also provocative because it’s taking advantage of something in the news right now, today. (I usually just look at the headlines of USA Today to see what’s on most people’s minds, or I go to USAToday.com)

“Why The Preforeclosure Crisis Is HELPING The Economy!”

Again, the controversy around this one makes it extremely provocative and sensitive. Now don’t worry about offending people here -- lots of folks will read this and think you’re an insensitive you-know-what. But... lots of people who are in real estate will also read this -- and in all likelihood, those are the folks this ad would be targeting.

In fact, don’t ever worry about the people who don’t like what you have to say. Those people won’t buy from you and aren’t your customers, so why should you care? Just focus on the one’s who DO vibe with what you’re saying. Those are the only ones that matter.

Now go sell something, Craig Garber

P.S. Provocative? HELL Yeah! In this month’s Seductive Selling Newsletter, I’ve got an ad that’s so provocative, it made a big GIANT insurance company STOP what they’re doing and reverse the direction they were moving in -- and that’s like getting an oil tanker to stop on a dime and reverse directions in the water! Check it out and test-drive it fre.e and get 15 bonus gifts (watch the video about this) right here: http://www.kingofcopy.com/ssnl

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Story: How to get noticed, without looking like a blithering idiot.

Leo Burnett was the founder of the Chicago ad agency that ultimately became Leo Burnett Worldwide, one of the world’s biggest and oldest ad agencies. Burnett was personally responsible for creating some of the most well-known consumer branding campaigns, like the Jolly Green Giant... the Marlboro Man... Charlie The Tuna... Morris the Cat... and Tony The Tiger.

Burnett was a genius, an outstanding ad man, and a pillar of ethics.

He once said, “If you don’t get noticed, you don’t have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.”

Now this isn’t so easy to do, and as a result, most people go far overboard in their efforts to get noticed (which you need to do), but... they go overboard in the wrong direction. They think, “Sensationalism” is directly related to getting noticed. And the thing is, sensationalism IS directly related to getting noticed, but it has nothing to do with “getting paid,” which, in the end... is what you REALLY want out of “getting noticed,” isn’t it?

So for example, in “real life,” you’ll have men and women going overboard in their personal appearance to “get noticed,” but does it really bring them closer to their goal? No doubt, the woman with a 38DD chest gets much more notice than the woman with the 34C cup size, but does it bring her what she wants?

For the very small minority, sometimes yes... but I believe it doesn’t for the majority.

And it’s the same thing with your sales copy.

Being wild and crazy isn’t how you want to get noticed, and saying things like “Incredible!”... “Unbelievable!”... and “Amazing!”... falls over your readers heads like water over a ducks back at this point.

(Unless your target market is “absolute idiots,” and unless you’re goal is to “make a sale,” and not to “build a business.” And in case you don’t know this, the savvy of your marketplace IS directly related to your ability to retain them as customers.)

Tapping into their hopes, fears and dreams with reassuring optimism, and giving them hope, is the way to get noticed. In fact, ultimately, hope... is really all we have to offer, no matter what you’re selling. Remember this.

If you want to see a cool video of Leo Burnett giving a speech, you can find it on YouTube at http://tinyurl.com/63m9ez

Oh, one more thing and this is important: The people who handle my website, are frustrated because I don’t use the word “copywriting” often enough in these tips. However, I’ve always felt the quality of my messages far outweighs any “search terms” I’m trying to optimize for, with respect to getting traffic. And call me old school, but as a creative, the thought of compromising the integrity of the messages I’m delivering, to suit the media I’m delivering them over, just doesn’t sit right with me.

Who knows, maybe I’m the idiot?

In any case, here’s what I’d like you to do: I’d like your help here. If you get something out of being on this list... and if you feel the relationship you and I share, is one of the better online relationships you have, then do me a favor so I can shut my “web people” up: Please forward this message to as many people as you possibly can over the next 24 hours, and encourage them to sign up to these daily tips by going to my home page at http://www.kingofcopy.com or to my blog here at http://blog.kingofcopy.com

I believe I’ll be able to tell my “web people” they are dead-wrong, and that I’ll never have to “plot” or “pre-scheme” what I’m writing.

And in the off chance they’re right... let me say this: copywriting, copywriting, copywriting.

Peace.

Now go sell something, Craig Garber

P.S. Get TWO FREE copywriting critiques, SIX real-life examples! In this month’s Seductive Selling Newsletter, I’ve got six ad examples included, so you can see exactly how to get noticed... and maybe even more important -- how NOT to! Test-drive it free and get 15 bonus gifts (watch the video about this) right here: http://www.kingofcopy.com/ssnl

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Controversy: Pack of Newport’s and a bag of Bon-Ton Potato Chips

First... if you are a mom, I want to wish you a belated Happy Mother’s Day. Being a parent, especially being a mom, is very difficult. You’re usually the one who holds the family together, and that’s not an easy thing to do, especially in today’s day and age. My best and warmest wishes to you.

Now on with today’s thoughts, which may be somewhat controversial:

This is interesting... There’s a bill on the table that’s supposed to, in some way, either eliminate or regulate flavored tobaccos. Things like strawberry and vanilla cigarettes (I didn’t even know these existed), and clove cigarettes. The thought process is, these are the tobaccos that attract lots of young kids, and that if these flavors are regulated or eliminated, less kids will smoke.

I smoked cigarettes when I was a kid. Both my parents smoked like small chimneys ablaze during winter, and so it was pretty common to me.

I first started smoking when I was around 12 or 13, and oddly enough, the first cigs I smoked were, in fact, Jakarta Clove Cigarettes. They tasted sweet, and I didn’t think they were as harmful as conventional tobacco cigarettes, so it was easy to rationalize lighting them up.

And since I grew up in the Bronx, this was pretty much around the same age most of the kids started smoking and drinking and doing things like that. Remember, this was misery city -- not much optimism going on there, at least not in my neighborhood and in my household.

Anyway, I can also tell you that if Jakarta or any other “starter” cigarette wasn’t around, I’d have just smoked what was available. So I don’t think this bill is going to do anything other than give the manufacturers of these brands, a hard time, financially and ragulation-wise -- which is what it often seems the government is best at doing.

After a few months of this, I then graduated to Marlboro’s, and then later on, to Marlboro Lights. Maybe I was looking to get cancer slower as I got older, who knows? (You couldn’t pay me enough money to smoke even one cigarette today, by the way.)

Now here’s something that’s interesting, and it hasn’t gone unnoticed by the politicians. It has to do with black smokers.

When I was 20, just before I graduated college and left home, I worked in my local candy store. Most of the black smokers who came in to buy cigarettes, smoked menthols. So, the younger customers who came in to the store would tell the guys like me behind the counter, “Pack of Newport’s and a bag of Bon-Ton Potato Chips.”

And the older black smokers would buy brands like Newport’s, Kool’s, and Salem. It was kind of funny, in a way. You’d rarely see a black or Spanish person smoking Marlboro’s, and you’d rarely see a white person smoking menthol. In fact, Newport’s and Marlboro’s were sort of racial badges of honor amongst young “tough guy” smokers.

Stupid, right?

Like I said, the government isn’t unaware of this. In fact, the cigarette industry reports that 80% of all black smokers, smoke menthol cigarettes. And overall, black smokers make up 15% of the entire smoking population.

So my question is, why doesn’t this bill include some sort of ban on mentholated cigarettes? After all, it’s also an established fact that mentholated cigarettes are far more addictive and carcinogenic than their non-mentholated counterparts.

I’m not trying to imply the government is on a mission to endorse or assist in the early elimination of the black race -- so don’t go thinking “conspiracy theory” here or anything like that. That’s not what this is about.

What I am saying, is that this bill seems to be nothing more than a fake attempt at placating constituents, without really doing anything productive. The politicians behind the bill are also saying they don’t want to “push” too hard by asking for “too much,” or else the bill won’t get through.

You can only assume, that’s because the cigarette industry lobbyists are incredibly influential.

Things like this really make you wonder what’s really going through politicians minds, no?

Who’re really running the country?

Is it us? Politicians? Lobbyists? The media? Paris Hilton?

Gosh, this gives you a headache, doesn’t it?

If you want more information about this topic, go to the New York Times website at http://www.nytimes.com and search for “Cigarette Bill Treats Menthol With Leniency” and you’ll see the article.

Tomorrow we’ll get back on track with some marketing and copywriting stuff that’ll blow your mind. Sometimes though, it’s important to think about other things, too.

Now go sell something, Craig Garber

P.S. Here’s something else that will make you think: It’s why some people become incredibly successful, and why others flounder around for years “thinking” about success but never really doing anything to move forward: http://www.kingofcopy.com/dreamscometrue

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The Essence Of “Crisp” Copywriting

One of the things you want to keep in mind when you’re writing, is clarity. I don’t mean grammatical clarity, that’s another issue, but what I mean is, visual and sensual clarity. And not sensual as in “horizontal bop” sensual, “sensual” as in appealing or being tangible by as many of your five senses (smell, touch, hearing, vision, taste) as possible.

Making things so crystal-clear, that your prospect can not only “feel” how you want them to feel, but you also want them to have a vivid image of what you’re talking about, right there in front of them, smack dab in the center of their mind.

Kind of like those old cartoons you probably watched when you were a kid, when Elmer Fudd was chasing Bugs Bunny... and all Elmer could think about was rabbit stew. Remember those?

Inside his mind, not only was chubby little Elmer picturing a nice healthy meal, he was actually envisioning the smell of the roasted rabbit, surrounded by carrots and other vegetables, sitting there on a big round silver platter, with piping hot steam rising up from the little bunny. This was so “real” to Fudd, his mouth would actually be watering.

Right?

(If you don’t it means you’re either under age 35... you’re a woman... or else you aren’t from America, so you’re just gonna have to trust me on this, O.K.?)

Now back to work: So the very best way you can be crystal-clear in your communication, is by being detailed and specific. In fact, this is what separates the really good writers of anything (fiction, science-fiction, whatever), from the rest of the pack.

But, there’s a fine line you need to walk here, when you do this. Too much or too little detail isn’t really the issue -- relevancy is the issue.

Kind of like when you’re writing a sales letter. You know, the age-old question of “How much is enough?”... “How long is too long?”

The answer really isn’t any “number” of pages or words... it’s “when you’ve said everything you need to say,” it’s enough. And of course, as long as you’re being relevant and not boring, you can pretty much say as much as you want.

So with respect to being ‘crisp’ and being able to create imagery, the best way to do this is to be detailed and descriptive, like I said. And here are three things to remember about this:

• To create vivid imagery, stimulate experiences: See how, a few minutes ago, I was talking about the Bugs Bunny thing? I tapped into your own prior experiences and your own sense of nostalgia. That’s a good thing to do.

• Use emotional triggers. So for instance, the other day I was in the gym and I saw a guy around my age, working out with his son, who was around 12 or 13 years old. It made me a little sad because my sons are now old enough that we don’t work out together as often as we used to. It’s amazing how fast the time flies by. I used to hear that all the time, but it doesn’t mean anything to you until you live it.

You need to figure out what you’re prospects are thinking about, then... don’t make them sad, but make then feel “something.” This is the biggest way to strike up an affinity with your prospect -- yet everyone seems to focus on the hype, and on the sizzle. Yet, the sizzle doesn’t matter if they don’t trust you. Keep that in mind.

• And lastly, use story-telling action words. For instance, don’t say you put “a border around your yard so all the bugs and beetles can’t get in.” Instead, say that you put an “unassailable wall around your yard.” See, when you do that, your prospect can’t HELP but create all sorts of sensual experiences and visual imagery that locks them into your message -- and into you.

This... is the essence of “crisp” copywriting. That’s all f-f-f-olks!

Now go sell something, Craig Garber

P.S. Look, this month I made a HUGE mistake. In my offline newsletter, which is normally 12-pages long and printed in sized 9 or 10 font, I had SOO much to say, that the lion’s share of it is printed in 8 to 9 point font, effectively adding another 25% to it. One critical issue is on page 5, where I reveal a number of different terms people normally use to describe the “supposed” benefit of what they do, and I show you why these terms are completely ineffective, and why they don’t work. Do NOT miss it or you will surely lose out on MANY future sales. Test-drive it free, right here, AND get 15 free gifts, to boot (make sure you watch the video about these gifts): http://www.kingofcopy.com/ssnl
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The Tao of poo?

Monday, I promised you I’d publish some of the better responses and comments I received about the e-mail I sent out that day, so here goes. First though, since I’ve had a number of new subscribers over the last few days, here’s the original e-mail I sent out on Monday:

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Why does life have to be so difficult? Why do people feel they just can’t come out and say what they mean -- especially when they’re trying to sell something?

For instance, the other day my younger son Casey and I, were in Smoothie King getting our usual chocolate shakes. Up on the counter where you pay, there were a bunch of small boxes all stacked up, one against the other -- maybe a dozen or so in all, about 4 inches high, 2 inches wide and 2 inches deep.

I didn’t really look too intensely at the boxes, but I did see on the top of the box it said “Sluggish Colon?”

Now let me ask you this: Do you really think someone knows if they’re colon is sluggish? Shoot, in today’s day and age, you’re lucky if you find someone who knows the names of their kids’ teachers, or what they had for dinner last night, let alone whether or not their colon is sluggish.

No one knows if their colon is “sluggish.” What they know, is that it feels like they have a beach chair shoved up their ass because they haven’t been to the bathroom in a few days. THAT’S what they know.

Why can’t people just come out and say what the hell they really mean? Life would be so much easier this way, and we’d all get along so much better. There wouldn’t be any confusion or assumptions being made, and things would be just swell and dandy.

So what kind of headline can the top of that box say instead?

Any ideas?

How about this, how about you let me know what you think the box-top could have said, by either posting your answer to my blog at http://blog.kingofcopy.com or by replying to this e-mail, and I’ll publish some of the better ones either tomorrow or the next day.

When I post these, I’ll also publish a few of my own suggestions as well.

Keep it clean -- remember, this has to be displayed on the counter of a family store. So put your thinking caps on, and then... go sell something.

***
Now let’s talk about those responses I received.

For starters, loads of people ignored my last comment, about keeping it clean. You can’t say things like “Have to shit?”... “Full of crap?”... and “They Laughed When I Sat On the Toilet But When I Started To Fart!”... or even one that said, “A hit of this will doo-doo you.”

(And of course, it goes without saying, virtually all these responses came from men. This is just further proof, women really are more evolved.)

Now loads of other people sent in suggestions about running an ad on the box for a free report, to accomplish some sort of lead generation. And while this may be a good idea if you were advertising the product in some sort of print, television, or online media, it’s not going to solve the problem of how to sell it from the counter of a health food store.

So let’s check out some of the better submissions:

“Can’t use the can?”

“Are you constipated?”, from Tom Landucci...

And, “Constipated?”, from Floyd Fisher.

My personal favorite submission was “Politicians are full of it.... Are YOU?”, from Cruiser Mann.

For the record, if I were writing the box-top, I’d have simply said something like, “Constipated?” And if I had room underneath, I may have said something like, “ Inside this box is an all-natural, guaranteed way of releasing and relieving your problem, without pain... without uncomfortable gas... and without any embarrassment or awkward situations.”

Over the years, there have been a number of well-know ads that started with a simple one or two-word question like this. The most famous of them is that old ad you used to see in magazines and comic books, “Corns?”

Other ads I’ve seen are “Back Pain?”... “Losing Your Hair?”... and “Getting Married?”

The one thing you want to remember when you’re using a question as your headline, is... you want to make SURE all your qualified prospects are going to give a resounding “Yes” as their answer to your question.

Well, that settles that.

Now go sell something, Craig Garber

P.S. Yes you CAN get a 42.7% lead generation response on your first mailing. All that AND a bag of potato chips is waiting for you here: http://www.kingofcopy.com/leads
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My first exposure to sales:

I’ve received literally dozens of comments and ideas from yesterday’s e-mail, and tomorrow I’ll publish some of the better ones.

Today, however, I want to tell you a story about one of the first books on selling I ever read. Back in 1994, I was reading an article in my local regional business review newspaper. It was written by a man named Jeffrey Gitomer, and was filled with a number of incisive and hard-hitting sales tactics.

After reading his column a number of times, I decided to buy his book, which was called The Sales Bible. I learned a lot from this book, and I still have it on the shelves in my library.

Well, fast-forward 14 years later, and now, on my desk, is a signed copy of Jeffrey’s newly updated version of The Sales Bible, and let me tell you, it’s awesome. It is literally wall-to-wall PACKED with sales strategies and subtle but incredibly effective tid-bits, that are easy to use and implement.

Gitomer’s “LITTLE BOOK SERIES” has sold over two million copies worldwide, and his Sales Bible: NEW EDITION, that I got back in 1994, has been reworked, added to, rewritten, and actually even looks and feels, like a real “bible.”

For example, on page 112 in his section called “The Book Of Power,” he explains (using five examples), how to get into the right mindset before you make your pitch, so that YOU are totally in control over the situation, so you can’t be intimidated.

In his “Book Of Objection” chapter, he gives you 28 hard-hitting pages filled with every single objection you can think of, and how to overcome them.

And in his Book of Exhibitions, Jeffrey piles up 35 and a half trade show success rules for networking, selling, and making the right connections.

For $20 bucks, this is literally more like a sales manual than a book. And on top of that, if you buy Jeffrey’s book today, and then forward a copy of your sales receipt to salesbible@gitomer.com, he will also open up his private vault and give you literally hundreds of dollars worth of downloadable e-books, white papers, articles, audio MP3s, video MP4s, reports, and chapters of best selling books being offered by 40 top sales, marketing, publishing, communications, public relations, and business growth leaders, including me.

So grab this book now by using this link: http://tinyurl.com/3tdyp9 and then forward your receipt to salesbible@gitomer.com, and you’ll get more good information than you can probably consume over the next 12 months.

Now go sell something, Craig Garber

P.S. Again, get your hands on this book using this link: http://tinyurl.com/3tdyp9 and then forward your receipt to salesbible@gitomer.com, and you’ll get more good information than you can probably consume over the next 12 months.

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Sluggish colon?

Why does life have to be so difficult? Why do people feel they just can’t come out and say what they mean -- especially when they’re trying to sell something?

For instance, the other day my younger son Casey and I, were in Smoothie King getting our usual chocolate shakes. Up on the counter where you pay, there were a bunch of small boxes all stacked up, one against the other -- maybe a dozen or so in all, about 4 inches high, 2 inches wide and 2 inches deep.

I didn’t really look too intensely at the boxes, but I did see on the top of the box it said “Sluggish Colon?”

Now let me ask you this: Do you really think someone knows if they’re colon is sluggish? Shoot, in today’s day and age, you’re lucky if you find someone who knows the names of their kids’ teachers, or what they had for dinner last night, let alone whether or not their colon is sluggish.

No one knows if their colon is “sluggish.” What they know, is that it feels like they have a beach chair shoved up their ass because they haven’t been to the bathroom in a few days. THAT’S what they know.

Why can’t people just come out and say what the hell they really mean? Life would be so much easier this way, and we’d all get along so much better. There wouldn’t be any confusion or assumptions being made, and things would be just swell and dandy.

So what kind of headline can the top of that box say instead?

Any ideas?

How about this, how about you let me know what you think the box-top could have said, by either posting your answer to my blog below, and I’ll publish some of the better ones either tomorrow, or the next day.

When I post these, I’ll also publish a few of my own suggestions as well.

Keep it clean -- remember, this has to be displayed on the counter of a family store. So put your thinking caps on, and then...

Go sell something, Craig Garber

P.S. He didn’t “wish” for it, he worked for it, and then it happened just like he envisioned it: http://www.kingofcopy.com/dreamscometrue
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New Free Interview Posted: Looky here!

A few quick announcements today, to set you off towards an exciting and powerful weekend.

First, I’ve just posted another killer interview up on my website. You can check it out, right here: http://kingofcopy.com/media/interview/gillogly

It’s over one hour long and here’s just some of the nuggets you’re going to find inside:

• The biggest shift in business thinking I ever experienced -- and how you can use it to make a small fortune and eliminate a ton of unnecessary anxiety!
• An unusual and inspirational lesson in persistence! Sometimes... ya just "gotta believe."
• Can you lose $20 bucks a sale and make it up on volume? The answer may surprise you!
• Behind the curtain secrets about how to push many of your prospects "emotional buy-buttons" that are covered in my Seductive Selling System! (It is NOT often I discuss this information.)
• And... much more

There’s no hidden agenda or charges for it and again, you can listen to the interview right here at http://kingofcopy.com/media/interview/gillogly

After you hear it, let me know what you thought, by either replying to this message or posting your comments below, on my blog.

Second, not only have we received an overwhelming response to the survey I posted yesterday, but we’ve also been receiving LOADS of comments like this -- which is what I sort of “sensed” would happen:

“Thanks for the survey, I enjoyed it! From Iraq,” COL Mike Scotto

and... “Craig, thanks for this survey and asking these questions - Best Wishes for a great 2008!” from Brian Ochsner, Denver CO

So if you haven’t taken this survey yet, hop to it right here: http://www.kingofcopy.com/subscriberinterest

And lastly, I mentioned to you about a week ago, that last month I started a new column in my offline Newsletter called Copywriting Secrets From The King’s Treasure Chest, which is a “technical” column about the ins and outs of writing copy. I’ve gotten excellent feedback on the column, so it’s going to stay for a while. This month’s issue deals with “taking a boring and mundane subject and making it exciting.”

If this is up your alley, and you’re not already a newsletter subscriber, then make sure you watch the video and take your free 30-day test-drive right here: http://www.kingofcopy.com/ssnl

Have a great weekend, and...

Now go sell something, Craig Garber

P.S. Here are those three url’s again:

New interview: http://kingofcopy.com/media/interview/gillogly

Survey: http://www.kingofcopy.com/subscriberinterest

And new “technical” copywriting column: http://www.kingofcopy.com/ssnl

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NOT for idiots or shallow thinkers: Cool survey

It’s not often I ask for help, but I’m a little stuck with a couple of different projects I’m working on, and although this may be somewhat embarrassing, I DO need your help.

In order to do this, I’ve created a survey with a few questions for you to answer.

Here’s the thing though. This survey isn’t for everyone. It’s only for those people who are somewhat introspective, who like to think, and who have a life outside of their business.

In other words, if you aren’t somewhat of a “thinker,” don’t bother completing it, or even looking at it for that matter. On the other hand, if you are a thinker, I believe you’re going to have a lot of fun completing this survey, and the 5 to 7 minutes it’s going to take you to do this, will keep a smile on your face throughout the rest of your otherwise mundane day.

Here’s that survey: http://www.kingofcopy.com/subscriberinterest

Now go sell something, Craig Garber

P.S. Like I said, I can REALLY use your help here, and I promise you’re going to have fun with this -- and you may even learn something about yourself. Check it out, there’s no hidden agenda, just a survey: http://www.kingofcopy.com/subscriberinterest

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