Copywriting Tips To Make You Very Rich!
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This is a different copywriting guide to any you've read before. I have personally spent over $7,500 on a range of copywriting courses, books and ebooks, seminar recordings and more. Conservatively, every dollar I spent on learning copywriting has brought in $15 or more. That's how powerful a skill it can be to learn to sling words together into a compelling pitch that forces prospects to pull out their wallets and spend money with you. But in this report, I am NOT going to be sharing typical lessons on copywriting such as writing powerful bullets, or elements of a great headline, or different tactics that influence a reader into buying from you. I'm going to get deeper into selling psychology, and help you understand your ideal prospect so thorougly and well that selling to them won't even feel like selling - you'll just do this effortlessly and easily. Of course, your first attempt at crafting copy will not be a runaway success. You'll need to practice and refine your writing skills to get great results. But building upon this foundation will make it all very easy and effective, so even if this is the very first guide to copywriting you have ever read, at the end of it you will know enough to write compelling copy that boosts your sales conversion through the roof. Let's begin to learn about how to construct a kickbutt sales letter and increase your visitor value. First, a word of explanation of this important term. "Visitor value" is what a visitor to your website (or lead into your business) is worth. For example, if you are selling a $50 product, and for every 100 visitors to your website you make one sale, then your visitor value is $50/100 visitors = $0.50. The goal of writing killer copy is to boost your visitor value so that every single person who visits your website is worth the most, today and into the future. You should also spend or lose the least in attracting leads, and keep them with you for the longest time possible. So, are you ready to learn how to do that? Let's begin by understanding some ground rules. 5
4 Tips To Crafting Great Sales Letters That Convert More Prospects Into Buyers 1. Your web page or sales letter must load within 20 seconds - on a 28.8 kbps modem (faster on higher speed connections). This is so that you'll grab the attention of visitors before they have a chance to back out of your site to go somewhere else. If your web page or sales letter is long and has many graphics or larger files, be sure to design it so that the initial portion of it loads immediately - and is visible to a visitor without having to wait for a long time. Use free tools to monitor your site's loading speed. Here are two such sites which can help you do this: http://www.websiteoptimization.com/services/analyze/ http://www.iwebtool.com/speed_test 2. Optimize your web page to look good on all browsers & screen sizes Since people browse the Web on various computers, laptops, tablets and even mobile phones, there are many different resolutions of monitors and screen sizes - and your website or sales letter must look good on ALL of them to maximize your sales and visitor value. A simple way to test how your website will appear on screens of different sizes and resolutions is to use a tool like the screen size tester: http://www.anybrowser.com/ScreenSizeTest.html
3. Your biggest benefit should be telegraphed 'above the scroll' Broadsheet newspapers like the New York Times and L.A. Times feature their biggest stories 'above the fold' - that is, without the reader having to unfold the paper, she can view the top headline news items. On the Web, the equivalent will be to showcase your site's biggest benefits before the visitor has to scroll down by using the scroll bar or arrow keys. That way, in the instant a visitor hits your sales letter, they are informed about the biggest benefit they will receive if they take the time to go through what you have to say and offer. 4. Keep it easy on the eyes Don't use too many fonts and colors in your sales copy. To look professional and neat, use a minimum number of fonts for your sales page. One for the headline and another for the body copy is more than enough. Tahoma is a good choice for headline and sub-head. 16 point Tahoma (red color?) for the headline, and 14 point for the sub-headline works well in many tests. For body copy, you can use Verdana, Times New Roman or Georgia. Break up your body copy. Some sales letters are made up of large blocks of text, some of them even 10 or 12 lines long. That's hard to read on the computer screen. So break up your body content into shorter paragraphs. Keep each paragraph to a maximum of 3 or 4 lines, with a maximum of 7. Leave enough white space between and around paragraphs, which will make it easier for visitors to read your content instead of skipping past big blocks, or skimming what you wrote. As your well crafted sales pitch will work sequentially through a process of building up the value of what you are selling before asking for the order, you'll lose momentum whenever a reader skims or ignores some parts of your pitch. 7
Tweak or Trash - How To Craft Winning Sales Copy Let's say you already have a sales letter that's up and running. You read this guide and decide to spruce up your copy based on what you learn. How do you decide whether to tweak the existing letter to make it better, or just throw it away and start afresh? Here are two simple ways to decide. 1. If your visitor value less than $0.05, you may be better off with a brand new letter. The reason is because even with massive improvement by using copywriting tweaks, a sales letter than pulls 5 cents per visitor will only bring in 20 cents if it improves by 400%. You want to start strong. Much stronger than that. 2. If you're losing money on the whole on your current advertising and marketing that drives traffic to your sales letter - AND if you will still continue to lose money (or barely break even) even when you improve your conversion rate by 20%, then you should probably scrap the current letter and start with a new one. Based on these two points, if you decide to start writing a new sales letter, then be sure to compare the results you get with it against what you did with the earlier version. Sometimes, you may discover the earlier version was actually the better performer!
The BIGGEST Secret To Effective Copywriting Get Into Your Prospect's Mind Only the best copywriting courses and books will even mention this. And precious few teach you how to practice it. But no one can show you a system or approach to learn this step by step. Copywriting, like many arts, is an intuitive skill that can be refined by practice, but requires many 'soft skills' like empathy, compassion, and insight. You must be able to understand, deeply, your audience. You should be able to figure out their hopes and their dreams, their fears and their troubles. And then, you should be able to craft your copy to appeal to these passions. The important questions to ask yourself - and then find an answer to - are: • •
Who are they? What do they want?
And then drill down more specifically with a different set of questions: • • • •
What What What What
is their pain? keeps them awake at night? do they day dream about? are they missing in their lives?
To identify and empathize with their desires and dreams, you must be able to figure out: • • • •
What What What What
are they trying to get away from? are they trying to get closer to? problem are they trying to solve? opportunity are they trying to achieve?
And in some specific situations, it can be helpful to also try and determine: •
Who are they mad at? 9
(This gives you an 'angle' to position your copy, as being aside them in joint opposition to the 'common enemy'!) Now, very logically, the question any rookie copywriter should be asking at this point is: HOW CAN I FIND OUT ALL THESE THINGS? Great question. From Existing Customers If you already have buyers and clients, people who have done business with you in the past, you can start with them. Ask them probing questions and evaluate their responses. Call them up on the phone and ask if you can talk to them for a while about their purchase from you. Send them a letter asking these questions. Or email them a note with the questions, or ask them to click through to an online survey where you post the questions. What if they aren't interested? Well, make it worth their while. You can offer a bonus or gift in return for them taking the time to talk with you or respond to your survey. But what if you're brand new and don't have too many clients - or those clients are not responsive despite your best efforts? Then, you must work around this limitation by doing 'stealth research' of a similar universe of prospects who share characteristics that are similar to your ideal prospect. Where can you find them?
Online Bookstores One place is the huge online marketplace called Amazon.com Amazon.com has listings of millions of books spanning just about every category and niche known to man. Go to Amazon and search using keywords and phrases that are related to the product you are selling, and the audience you are trying to reach with your copywriting message. Pick the top 10 to 40 best-sellers. The reason for sticking with bestsellers is so they'll have more reviews than other products, making your research quicker and easier. Look at products that have received 5 star reviews (and rating scores of 9 and 10). Browse through the feedback shared by customers who have bought and used the product or read the books. Remember, these are the same people who are ideal prospects for your marketing efforts. In the best and higest rated reviews, you will generally find out what this audience thinks fantastic and desirable about the product. On the other hand, the lowest rated reviews will show you what was MISSING which your audience expected or wanted to see included. Taken together, these highest and lowest rating reviews will give you deep and powerful insight into the mind of your prospect. Understanding what they want and what they didn't like will go a long way in helping you craft powerful products - and then sell them using powerful copywriting. While conducting your research on Amazon.com, don't forget to carefully analyze the titles of the best selling books. These, and the language and wording used in reviews, will reveal the kind of jargon and slang your market is used to. The kind of phrases and words used will be the same ones you should include in your copy in order to appeal to this audience's interests. Amazon.com is not the only such online resource. Barnes and Nobles (www.bn.com) is another e-bookstore which features reviews by readers. You can rank the books in a category by sales popularity and follow a similar approach to the Amazon.com one. 11
Email Newsletters One more way to conduct 'stealth research' for your marketplace is on email newsletters. There is sure to be a plethora of ezines in your niche, and finding the top publications and signing up for them can provide you with a wealth of data to study before writing your copy. Look for the ezines in your niche and subscribe to them. You can find a vast collection in some of these resources: • • • •
Ezine-Universe.com Ezine-Dir.com Ezine Listing.com DirectoryOfEzines.com
Another way to locate ezines in any niche market is to conduct a search on Google or other search engines using "[KEYWORD] + ezine" as the search term. You'll be overwhelmed with material to study and analyze.
A WORD OF CAUTION If you hurried past this section because you want to get into the meat of copywriting, stop now. Go back and study this again. And again. Most of the high-priced copywriting courses I went through ALL focused heavily on the key element of understanding your prospect and getting into their mind. In fact, one of the best I took, AWAI's "Six Figure Copywriting", was almost half filled with psychographics and analysis of the motivations and drives of your prospect. And the Amazon.com strategy can be the guts of your effectiveness at writing killer copy that pulls in sales effortlessly and like clockwork. Be sure you understand, internalize and deeply commit to this phase before moving on to the rest of this guide. Even if you stop reading right here, and don't use ANY of the technical skills I'll focus on later, you will still be head and shoulders above your competitors - IF you put this part into action.
Ok? Now let's move on to the art of copywriting and learn some technical stuff that can boost your sales copy effectiveness massively.
Good Copywriting Appeals To Emotions - And Communicates With Prospects I'm a doctor. A specialist in heart surgery. If you've even glanced at medical journals or literature, you'll know it is heavy, loaded with multi-syllable words and written in a style that's hard to grasp at one reading. That was my background in writing, initially. But as a copywriter, I've trained myself to write with a different style. A simpler one. With more clarity and less confusion. No long words and techie jargon. Just clear, simple, easy to follow language. Remember this. The success of your sales copy depends heavily upon the CLARITY OF YOUR COMMUNICATION. Keep your language simple. Avoid elaborate and esoteric words and terms. Busy prospects may not be reading your letter with all their concentration or attention - and unless you write in a captivating and simple style, they won't read word by word. Be sure to test your draft sales letter for readability. Here's how to do it. Ask your friends or a family member to read your letter. Carefully watch their eye movements as they go through your sales letter. If they skip at a certain point and move rapidly to another, you'll know that they probably aren't being hooked by the copy or are bored and distracted. If you find that they have to go back to an earlier stage at any point, you have probably not explained things clearly enough and they don't understand something.
Just by watching your trial reader as they work through your sales pitch, you can get precious insight into the readability and grip your letter has on your audience. Why is this important? In a well crafted sales pitch, each section or block of your letter serves as a critical step in the progression of your prospect towards a sale. If they skip past any section of your letter, you lose at least a part of that impact... which means you'll get fewer sales. Before we move on to studying different tested and proven sales letter formulas, here are...
Some More Copywriting Tips For Online Sales Letters Your Headline is 80% of the Sale The single most important tweak that can boost conversion of your sales letter is your HEADLINE. A change in the headline alone can bring about 2100% increase in effectiveness and skyrocket your sales explosively. That's why experienced copywriters will constantly keep testing headlines, to see if they can do better than existing 'controls'. A compelling headline that signals to the visitor your biggest BENEFIT, delineated in terms of solving that visitor's problems, can revolutionize your results. You'll have to keep trying out different headlines to arrive at the best one. Always make your headline direct, to the point, and very clear. This is not the place for cute, abstract, funny or outright weird statements. They will end up killing your sales.
Your Headline Should Solve a Problem Or it should present an opportunity. Anything else is less compelling and likely to lower your conversion rate on the sales letter. When you understand your audience and their biggest problems or opportunities, you will be able to effortlessly come up with headlines that appeal to their pain or desire - and draw them seamlessly into the rest of your letter. Intelligently Use Pre-Headlines or Super-Scripts Pre-headlines are qualifying statements that go above the main headline - and set the stage for it. Your pre-headline may be a shocking statement, announce a revolutionary breakthrough, or press one of the hot triggers of your audience that will be elaborated in the headline below. The pre-headline is usually in bolded italics, and aligned to the left of the sales page - while the main headline is centered and bolded. Avoid Large Graphic Headers Many sales pages online feature graphic banners that take up most of the space 'above the scroll'. This rarely contributes towards a buying decision, and often delays your sales page from loading, especially if the graphic is not optimized and has a large file size. This can cost you in sales, because most prospects will not patiently wait for your information to show up on their computer screens. They may wait a few seconds, but if nothing seems to happen, they will quickly abandon your site and move on to another one. If you must use graphics, have light logos or simple, attractive pictures that are optimized to have smaller file sizes. Bump the headline up to the top of your sales page so that it becomes the first thing a visitor to your site notices upon arriving at your sales letter. 15
Address Your Prospect Uniquely Many sales pages begin with a "Dear Friend". That's weak. Instead, use this section to speak directly to your ideal prospect. For example, if your product teaches a webmaster to get more traffic, you can begin with: "Dear Webmaster In Search of More Traffic" Or, more concisely, "Dear Traffic Hungry Webmaster" These statements will draw those qualified prospects who read your letter more effectively into your copy. Use Short and Simple Sentences Direct marketing sales letters are usually simple and direct. The sentences are short, crisp and to the point. No fluff, no waffle, no waste. Sprinkled with action words, they cut to the chase. Your reader must get energized and motivated to buy - and when your sentences are short, the pace of the letter speeds up. Your visitor should be drawn down a slippery slope, being pulled down the page and drawn inexorably towards the compelling offer you will make without having a chance to stop and leave!
Tested and Proven Formulas For Powerful Copywriting Results There are probably as many formulas for copywriting as there are copywriters - but some of them are widely followed because they have stood the test of time... and made many of their proponents (and their clients) fabulously rich! In this section, we will look at a few of these proven formulas. There are two reasons any budding copywriter must be aware of them. 1. You can use this sequential array of components as a guideline to craft your copy without missing out on any essential element. 2. You can review and evaluate any of your existing copy by testing it against this checklist to see if you have covered each part of the process.
Copywriting Formula #1 A.I.D.A. Probably the best-known copywriting formula, AIDA stands for: • • • •
Get Attention Arouse Interest Stimulate Desire Ask for Action
You get your prospect's attention through creating compelling headlines that promise a big payoff or benefit or protection that's consistent with the reason why they visited your website in the first place. There is absolutely no point in being cute and abstract, funny and hip because the risk of losing your audience right at the outset is too high. What's humorous to one reader may sound offensive to another - and ultimately, no one's reading your sales page for a few laughs... they're better off visiting a jokes website or browsing a cartoon for that!
The role of your powerful headline should be to grab a new prospect's attention, and quickly convince them that you may be the only viable source or solution to a pressing problem or worry that has been bothering them, or the path to achieve an opportunity that they desire to fulfill and enjoy.
Copywriting Formula #2 6 Steps to Killer Copy Robert Collier was one of the legendary copywriting greats who taught an exemplary formula of copywriting success. It has 6 steps and will help you craft a complete and convincing piece of copy without any stress or strain. Collier's formula is similar to AIDA, but slightly different. The steps are: • • • • • •
Attention Interest Description Persuasion Proof Close
'Attention' is similar to what we discussed in the AIDA formula, with a powerful punchy headline grabbing the reader's interest instantly. 'Interest' refers to your prospect's interest, not your own! You, the copywriter, must reason out what will interest them that is consistent and pursuant to why they came to your web site or started reading your sales letter in the first place. 'Description' involves explaining the thing you're selling, such as a product in action, or a result that can be attained through its use, or a word picture of the future after completing the purchase. It should showcase the difference a buyer will experience after buying whatever you're selling. 'Persuasion' is about convincing the prospect that you are worthy of doing business with. It involves building up credibility in you and your business, and goes hand in glove with the next element - proof. 18
'Proof' involves making the case for a buyer picking and ordering your product or service by offering evidence in support of such a decision. It may include the use of testimonials, endorsers, research results, comparative data or case studies and similar devices that are designed to prove to a prospect how their life will be better with this purchase. 'Close' is the final step of asking for the sale - and getting it.
Copywriting Formula #3 Bob Stone's 7 Point Formula Bob Stone is a direct mail legend and the innovator of a 7 point copywriting formula that's also very popular. The steps are: • • • • • • •
Promise your biggest and most important benefit Enlarge upon the promise and explain it clearly Tell reader specifically what they will get out of this purchase Back up your statements and promise with proof and testimonials What might a prospect lose if they don't act on this offer right away Rephrase the most prominent benefits and make a closing offer Incite action to buy
There is no evidence to show that any one approach towards writing copy is better or worse than the others. So feel free to follow whichever one suits you the best. Or even experiment with one style, and then another, to see which works best for you. Before closing this report, let's discuss a little more about each important element of these formulas, and see how we can actually go about achieving each goal.
1. Attention In a written (or even spoken) sales pitch, attention is grabbed within the first few seconds of the prospect's interaction with your website or selling process. And the words that grab this attention are the ones in your headline. There are 3 parts to the typical headline: a superscript or pre-headline, the actual headline, and a sub-headline. A superscript goes above headline, and in a sense acts to pre-qualify the prospect by different criteria - such as employment, age, gender, desires, problems, or anything else. The idea of using a great superscript is to lure in the right kind of prospect to more carefully read your headline. Your Headline is the most critical element of your sales letter, bar none. In a supplement report to this one, I'll share a set of 43 headlines that have worked very well with email marketing promotions over years. And there are many other classic headlines that you should study carefully as a copywriter to get the biggest bang for your buck. A sub-headline goes below the main headline, and is usually in smaller font and a different color. It explains or elaborates on one or more elements of the main headline, or supplements the message in it by focusing on another hot buying trigger that appeals to your prospect. Attention is further enhanced by the salutation, which is how you address your reader. An example may be to write a letter to online business owners who are struggling to grow their profits with the words, "Dear frustrated internet marketer", or to address a harrassed mom of 4 kids with "Dear over-worked mom". Once you've grabbed your prospect's attention through the intelligent use of these devices, it's time to lead them to the next stage of your copy - by kindling their interests.
2. Interest An aphorism in copywriting is that each component or element has ONE major task and motive - to draw the reader through to the next one! That's it. Your headline has one purpose - to induce the reader to explore your introductory paragraph. The introduction serves only one purpose - to get the reader into the next one. And so on. The best way to retain the attention of a curious or interested prospect is to use a powerful opening hook in the first paragraph. You can tell your story - if it resonates with your ideal prospect's own story, developing a near-instant rapport and building up credibility. You can go on to explain what this is all about - why you're writing the letter, what you're telling them about, and how their life is going to be different as a result of this. After you've peaked the reader's interest, it's time to segue into the next phase - building up desire. 3. Desire What can make a qualified prospect drool at the thought of buying what you're selling? That's what goes into this section of your sales letter. And there are a few ways to get at this end. Your Unique Selling Proposition (USP) is one of them. A well-thought and defined USP will position you as the only viable solution to a problem that has been vexing the prospect. By telegraphing the message that you are competent and qualified to take charge and remove the source of pain or guide them towards a desired end point, you will effortlessly build desire to secure the solution. Make a powerful appeal. This is one more way knowing your audience is so helpful, as you will be able to phrase your pitch to the exact issues that are keeping your buyer awake at night, worried and anxious. 21
A third way to enhance desire is to explain the benefits of your product or service. One thing that floors beginner copywriters is the distinction between features and benefits. For example, a flat screen TV having 9,000 pixels per square inch is a feature... while the crystal clear picture with no blurring even in high-speed action scenes is a benefit. When you clearly and simply explain the benefits that a buyer can get from any purchase, you heighten desire to acquire the solution. And this is one area where bullets help massively. Most of the great copywriters craft fabulously compelling bullets that by themselves can sell a product to a hesitant buyer. A simple way to start practicing bullet writing is to first list the feature in the initial part - and then explain the benefit in terms of what it means to the prospect. To the extent that you can dimensionalize desire and position your product as a superior solution, you will close more sales and boost your visitor value enormously through your copy. And that ultimately depends upon the final step - making sales. 4. Action All that went earlier is worthless until the final hurdle is crossed - and the prospect parts with cash to cross the bridge to become a CUSTOMER. And there are some things you can do with your copy to encourage that movement. The most powerful is using bonuses. Almost everyone loves a good deal. And by throwing in bonuses that are relevant and perceived to be valuable, you can grease the slide towards a sale. Another nice thing about bonuses is that you can use them to induce a sense of urgency to the offer, by making one or a few of the bonuses time-limited. Another way to give the hesitating buyer a shove off the fence is to make a "don't decide now" offer. In a nutshell, it positions the order as a 'trial' and suggests that the sale isn't complete until and after the buyer is convinced about the value they get for their money. It's a different way of stating a refund guarantee, which reassures a buyer that there's no risk of losing out on a dud product. 22
One more angle a copywriter can use is to justify the price being charged. A very effective way to do this is to focus on how the prospect's future might seem without this product or service in it. For example, with a make money program, you could say, "One month from today, you could still be struggling to make sales, drive traffic to your website or find partners to promote your product. Or you could use the powerful lessons in this guide to flood your website with visitors, and swell your bank account with sales profits - many of them referred by affiliates who will clamor to be your partner!" Inexperienced copywriters balk at this last bulkhead - and stop short of actually ASKING for the sale. That's a critical and fatal mistake. You should always explicitly ask for the order. Even do it repeatedly. And give clear and elaborate instructions about how to proceed. A final device that can prompt action and close the sale is the smart use of a postscript (or P.S.). Use it to sum up the benefits of your product as highlighted in the sales letter - and encourage the reader to take action and place their order without waiting too long.
CREDIBILITY - The Secret Sauce of Killer Copywriting My mentor Jay Abraham has a favorite saying. People are silently begging to be led by somebody they trust! That's the secret sauce of being able to influence a sale. TRUST. You could use every copywriting trick and device known to mankind - but if your prospect does not trust you, you will not make a sale. And on the Internet, credibility is even harder to establish than offline, because of the snake-oil salespeople that scam online shoppers rampantly and the absence of regular physical feedback clues that we, as humans, are hardwired to rely upon and trust. But there are ways to build credibility using your copywriting skills, and in this final section of the report, I will show you some of them. Testimonials Nothing serves better to boost your reputation and credibility than someone else saying nice things about you. It helps if many people say nice things. And it helps even more if those people are themselves trusted and respected folks. Testimonials, when gathered ethically and used intelligently, can give you a credibility boost as well as convincing many prospects into buying. When you use testimonials to counter each and every objection that people might have to the sale, you are breaking down barriers and moving the buyer closer to the order. Being Pre-Emptive Your copy could be structured in a way that forces a reader to wonder and question your claims - or you can pre-empt it. For instance, soon after making a big claim, you might say: 24
"Now, you may be wondering if that's possible for you. Well, let me tell you something. People just like you have used this product before, and found that..." You go on to narrate their success and the result they achieved - and your prospect is going to imagine that the same will happen to them, and doubts magically vanish to be replaced with excitement about the purchase. Admit To Minor Flaws Another way to boost credibility is by admitting to a flaw or deficiency in the product or service you are selling. You might explain away the discount offer by saying a few of the binders in which your course ships are slightly damaged, even though the material itself is intact - but because of this, you cannot justify charging full price, and so are offering it at $100 off retail price! It shows that you aren't quite perfect, only human - and a subtle subliminal bond forms between you and your prospect. Proof The ultimate kind of credibility booster is undeniable proof of concept. This is a little more difficult and time consuming to put together, because you should be collecting data, and using specific results and information to present your proof. Also, remember to keep your proof believable, because if it's too good to be true, people are going to suspect it isn't. If you already have data in house that you can point to, it will help. Otherwise, you can run controlled trials of two groups, one of which used your product and the other which didn't, and compare their results. To the extent that your proof is honest, verifiable and believable, you will gain trust and break down barriers to the sale.
Tell Your Story Another quick way to establish a bond between yourself and your reader is to tell any part of your personal story that is relevant to this sale. You could explain how you were in the exact same dilemma your prospect now finds herself- maybe even worse - but then you managed to get out of the mess by following a system... one which you're now sharing with others. Contact Details and Photographs People do business with people they know, like and trust. On the Web, rarely do people meet in person or get to know each other. So by providing the illusion of such personal contact, you can break through barriers to trust. Having your address, phone number, and contact details on every section of your website and sales letter can help prospects by showing that there's a real person behind the business. A photograph of yourself, or your place of business, or even just a product you're selling can help generate a certain degree of connection with your prospect and help build credibility.
Copywriting Tips To Make You Rich At the beginning, I promised you this would not be the typical copywriting guide or manual. Did the report live up to my promise? Hopefully, what you got from this guide was far more powerful than if I had listed a few hundred techniques and tactics to craft better bullet points, or format your sales letter more attractively, or how to position Johnson boxes and word your refund guarantee. All of those elements matter. I'm not arguing that they are not. But much more important than them is the underlying philosophy and psychology of crafting powerful, compelling and CONVERTING copy. In the end, the acid test of any sales letter is how well it converts prospects into buyers - and boosts profits. "Copywriting Tips To Make You Rich" will pass that test with flying colors. Prove it to yourself by putting these copywriting tips to work in your selling.
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