75 All-Star Secrets For Writing Winning

1.
The Big Story
A sensational, dramatic, usually behind-thescenes story that has a significant and appreciable affect on the prospect. Big Story leads work both as dramatic narratives and as sales presentations.
75 Secrets of the Masters
2. The Point of imum Anxiety
Max-
Develop a strong lead by identifying your prospects most pressing concern and addressing it in the beginning of the sales letter. When you create anxiety in your reader, you also create the desire to get rid of it.
Tip: Find out whats changing in your prospects world.
3. Barstool Speaking
P
Paul C. Hollingshead 370 W. Camino Gardens Boulevard Boca Raton Florida 33432 October 12, 1998 Dear Friend:
A technique for finding a strong and personal voice for your promotion. Write like exactly like you would talk to your prospect if you were sitting next to him at a bar.
Im not quite sure how to begin, so Ill start with the basics. My name is Paul Hollingshead. My wife, Diane, and I have one son named Michael. I have my own business. Im an entrepreneur and a freelance writer. Im telling you these things about myself because I want you to know Im a real person just like you. The only difference between you and me is that something happened to me four years ago that changed the way I look at money and investing. It brought me greater wealth than I honestly expected, and a level of independence and security I didnt think was possible. I thought you should hear my story because I truly believe that you, too, can have the same great experience. But before I give you all the details let me tell you just what prompted me to write this letter...and explain why youve been chosen to get it. An Opportunity Missed... Several years ago, a good friend of mine and I received invitations in the mail at about the same time. It was an invitation to join a private financial fellowship called The Oxford Club. The letter was different from those laughable offers you see everyday. You know the ones, promising cant maiss opportunities and riches beyond you wildest dreams. This one was much more reserved, much more sincere, much more sensible. My friend suggested we should join. Why not? I thought. But over the next few weeks, I got busy at work.
Tips: The idea is to speak in a personal way. It does NOT imply informal speech. Read or have someone read your copy out loud. If it sounds stiff and artificial, youve got to rework it. Write to a particular individual in your minds eye. Your letter should make your prospect feel like it was mailed only to him. Never use phrases like some of you
4. The Fascination Teaser
A type of copy approach that sells by creating an extraordinary curiosity in the prospect.
Tips: When using fascinations for the lead, use one strong one that would make your prospect say, Gee...Id really like to know that. Try to identify things that your prospect has always wondered about. Never settle for an okay teaser. Subject all teasers to the 4 Us Test. Marketers: Test teaser copy vs. a blank envelope. 75 Secrets of the Masters
5. Transubstantiation
The creative process of imagining, representing and/or recreating a product or service in a way that is bigger, better, and more valuable than it exists when you get it.
Hint: Think about what the product/ service is like but not as good as.
6. The Velvet Cord
A technique that raises the prospects desire for the product/ service by suggesting to him that he might not qualify to receive it.
Tips: The velvet cord can be pulled up at almost any time, though it is usually at the false close. When the velvet cord is used at the beginning of the sales letter, it establishes the prestige of the product or service for sale. When used at the end of the letter, it reinforces the buying decision, creates urgency, and establishes a higher perceived value for the product or service. 75 Secrets of the Masters
7. Pole Vaulting Past Obstacles
A way to energize the lead and deflect the prospects critical attention by making a huge promise.
8.
The 5 Ws and an H
Use this variation of the journalists technique. Tell your prospect WHO you are WHAT youll do for him WHERE to send his response WHEN to respond (NOW!) WHY hell benefit and HOW to respond.
9.
The Shell Game

A great way to From Habitat for Humanity upgrade Heres my gift so Habitat for Humnaity can help more parents and children begin your average new lives in the Habitat homes theyre working to help build. order by offering ( ) $10 ( ) $15* ( ) $20 three * Gifts at this level are urgently needed. We must never forget the families just like buying the Casios who are still desperately awaiting their own miracle. God bless you for options instead of caring. just one or two.
From the Covenant House
Dear Friend, thousands of homeless kids will come to our crisis shelter this month...looking for a hot meal, some clean clothes and a safe place to sleep. Will you help us help them? ( ) $25
Tip: The middle offer should be the one you want to see the most of..
( )$35
( ) $50
10. Drop-Dead Deadlines

From The Franklin Mint The collection, The 100 Greatest Books of All Time, is being offered by invitation only. The books will be published and printed solely for those who become patrons. Therefore, it will be an exceptionally limited edition, a very rar acquisition and, in my opinion, the finest private library one could own. If you wish to become a patron, your application must be entered by January 31, 1974. May I suggest you give it your immediate attention. Whenever appropriate, put a real time deadline on your offer and
11. The Nordstrom Principle
Make the buying experience as easy and as accommodating as possible. In direct mail terms, this applies most directly to the reply card. It must be simple. All readers concerns, potential inertia, etc. should be eliminated by the prospect of what promises to be a very positive, personal and satisfying experience. Whenever possible include phone, mail, fax and e-mail options. This also applies to the guarantee, which should seem as substantial as possible and as good or better than any of your competitors.
12. The Big Prediction
A significant forecast of a major event that has a significant and appreciable affect on the prospect. Big Prediction leads are so bold that the prospect forgets almost instantly that hes being sold. Big Prediction Leads usually incorporate several important themes that support the promotion.
Tip: Think BBP: Benefit, Boldness, Product.
13. Feast of Predictions

A group of 10 20 significant predictions that affect the prospect. This type of lead works by giving the prospect the exhilarating sense that he is going to learn something new and different.
14.
Indirection/Categorical Imperative
The human brain has a tendency to categorize information so that it can dispose of it and move on to more important decisions. A good copywriter will never let his copy appear to fall into one of the brains familiar boxes. The best way to defy the brains categorical imperative is to use indirection. Approach your reader in a way he doesnt expect.
15. Personal Revelation
A technique to keep your prospects interest. Make an audacious promise, a bold claim, a shocking revelation and then dont answer it immediately.
16. Introduce a Common Enemy
A good way to get the prospect on your side is to introduce a common enemy.
Tip: If you can identify your prospects enemy and show him you will fight it, he will move closer to you and closer to the sale.
17. Rags to Riches
Tell the prospect a story about how you went from an average person with very little money (like him) to someone with fabulous wealth.
18.
The Advantage of Timeliness
When possible, a reference to a recent or upcoming event or situation creates a sense of urgency.
19. The Surprise Enemy
Sometimes, you can create a high level of anxiety by identifing an unknown, but common, threat.
20. Less is More

One benefit per testimonial, subhead and bullet. Sharply focused sidebars. One idea per sentence. Short words and short paragraphs. Tip: Eliminate the ideas that dont sell. Find the one that does. Focus on supporting it.
21.
When in Doubt, Cut it Out

Cut any copy that lacks substance gets lazy fills space uses fluff. The fastest way to make a judgment on a phrase is to look for details. Segments without numbers, proof, or specific promised targets are often fluff.
22.
Filet of Soul
A great way to get going when you are blocked. Take the most successful package among your competitors. Copy it from front to back seven times. On a clean sheet of paper, write down what each headline does what each paragraph does and what each element of the package is and does. Place them in progressive order. This becomes your outline. Then substitute your message into the empty slots under each description.
23. The Authenticity Factor

When you compile testimonials, its okay to clean them up to pick out the key elements. But be careful not to clean them up too much or theyll seem contrived. The same goes for the use of photos. Stock photos are often too clean. Even portrait shots of gurus can be too sterile. Action photos, real customer photos, notes scribbled on the page can reassure your reader that youre talking about real ideas/real people.
24. I Liked it. You will too!
Use real testimonials ones that say I am like you. I had a problem just like you. I wanted to achieve the same benefit as you. Like you I was anxious about what I should do. I didnt know if anyone could help me. Now I know. This product/service helped me. It made me thinner, richer, happier, healthier, better liked, loved, admired. It will do the same for you.
25. Audacity
Sometimes you can made a promise that is so big it cant be resisted. Later on you can back away from it a little.
26. The Icebreaker
Asking a provocative question that rouses your prospects curiosity is a good way to get your prospect involved in the ideas of your promotion without signaling him that he is reading advertising.
27. The Up Front Deal

From Business Week By agreement, our magazine solicits subscriptions from men and women in middle and upper management positions. With this letter, the Editors now invite you to join this exclusive and knowing circle...to save yourself or your company $37.75 on the newsstand price with a years subscription to Business Week at the regualar rate of $26.00...and to receive free as a welcoming gift one of the most valuable business handbooks thats ever been privately printed. An effective direct approach. Showcase the offer at the front of your letter. Tip: This technique works particularly well if you have a better product or service at a better price than anyone else.
28. The Johnson Box
The Johnson Box a small textbox at the beginning of the sales letter often works as well or better than a headline. It sets the mood for the rest of the letter and often communicates the offer.
29. Make it Official
A way to make the promotion look important (and get read) by making your envelope/letter look like it came from an official source.
xxxxx xxxxx xxxxxxxxxxxx xxxxxxx, xx xxxxx
Hint: Refer to the official envelope at the beginning of the sales letter.
30. Accentuate the Positive
When selling a commodity product, create a chart that demonstrates your products superiority over other products.
Tip: Find out how well your product works and then create a comparison chart that emphasizes how it is better.
31. Show the Marbles
Get Rich Cleaning Up the Internet Data Explosion!

Picture a companys data as a bag of marbles. If you have 100 today, in 5 Years you will have 60,040.
Whenever possible show statistics instead of just presenting them.
32. Warm Up Cold Prospects
___ Yes, sign me up! Ill take 12 issues for the price of one at $29.95. ___ Maybe. Please send me my first issue FREE and ask me again in 30 days if I would like to take advantage of this incredible offer. ___ No. I do not wish to take advantage of this offer at this time. Sometimes it helps to include yes, no, and maybe boxes on the order device. People get intrigued by the maybe box and start considering the pros and cons of the offer. Eventually, your maybe prospects will warm up to you and become yess.
33.
Invent or Own a Term
Mike Hammer inventedre-engineering as a word to describe a discipline in which he became the pre-eminent consultant. In reality, it had all been done and written about before. Coining a term automatically makes you the inventor and by default the guru in that subject.
34.
Build Curiosity, Interest, and Desire Before Revealing the Proposition
Extraordinary new book reveals FOUR money making secrets that can increase your familys wealth tenfold in the coming year. Focus on what the product can do for the buyer, not what it is.
35.
Position Part of the Product as a Premium
Yours FREE! 5 powerful programs to help you manage your Novel NetWare network more efficiently and easily. (doubled control) Forecasts & Strategies now positions access to the website as a quick-respons bonus. Take part of the product the reader would get anyway and say its an extra bonus for prompt response (and a keeper).
36.
Create List-Specific Mailings
Physicians Desk Reference tripled responses with a control for half their list (buyeers of previous editions vs. non-buyers). Mailings were targeted by year of last purchase. Copy read: WARNING: YOUR 1994 PDR IS OBSOLETE. Then inside the snap pack was sticker the reader was instructed to place on her old edition. It read: WARING! This edition of PDR is out of date. Do not use this book for prescibing information. Write exclusively to the people on the list, not generically to the people who fit the target market profile. 75 Secrets of the Masters
37.
Glow by Association
Creating credibility by associating your product with experts, celebrities and major media.
38. Designing By Headlines
A way to give sales packages balanced emphasis by deciding beforehand not only all the major subheads but also how much space each deserves.
39. In The Beginning, Less Is More!
Start off your sales letter with a very short very strong paragraph. Dont overwhelm your prospect with a block of copy as soon as he opens your letter.
Jerry Smith
Tip: The first paragraph of a sales letter should be no more than one or two sentences long.
40. The Hare Krishna Principle (A.K.A. The Secret of Reciprocity)

.
A way to create in the prospect a sense of gratitude by providing something valuable free of charge. By giving something, youll create in your prospect a desire to give back.
From The Nature Conservancy And if you paste the complimentary white-oak leaf sticker weve enclosed with this letter on your car bumper, backpack, boat, hang glider, pool, bicycle...wherever youll attract grateful grins from your fellow cognoscenti. Now, you may think its disproportionate to brag about how were rainsing millions for our projects and then ask you for only $10.. Who needs you? We need you, very much! Those hardhearted foundations, corportations, and individuals who give us money or property must be convinced that our ranks include a lot of intelligent, concerned, articulate citizens: people who know that the natural world and all it harbors needs our help. Yes, we need you and your ear and your voice and your $10 ($10 times 680,00 members helps protect a lot of acres.) Please join us today. Observation: Both tangible offers, such as this offer by the Nature Conservatory, and intangible offers, such as the two on previous page, work well to create a feeling of obligation in the prospect.
41. Accept Nothing Less Than A Great Headline and Great P.S.
Resist mediocrity at all times never publish anything but the very best. Great headlines tap into the prospects core complex.
From Omaha Steaks
The P.S. is the second most read element in the letter after the headline. Use it to pique your prospects interest.
42. The Friendly Ultimatum
This a One-time Invitation Please understand this is a private, personal invitation. It may never be repeated. If you do not accept this opportunity, you may never hear from us again. Your name will be wiped clean from our records. But understand that the Club will continue to prosper and help its members gain wealth and achieve financial privacy. And you will never know about it. If that sounds snobbish, I apologize. But I want to make clear the consequences of not taking action today... For instance... ...you wont receive a steady stream of wealth-building information that can produce wealth-doubling and wealth-tripling profits... ...youll miss out on all there is to know about overseas banking and offshore tax havens... ...you wont learn about the safest, highest-yielding investments in the world... ...plus, you wont find out about the Clubs next 400%, 600% or 1300% breakthrough stock... An effective way to encourage the prospect to respond quickly. Tell your prospect unequivocally what will happen if he doesnt act NOW.
43. The Silent Usher The True Purpose of The Subhead
The main purpose of the subhead is to bring people back into the copy.
Tips: Subheads target letter skimmers and move them into the copy. Subheads should not be used to summarize your offer. 75 Secrets of the Masters
44. A Reason For Urgency
At the end of the letter, always give your prospect a reason to act NOW.
Suggestion: If you cant think of anything, make something up.
45. Make it New
Whenever possible, try to position your product or service as new. Tips: Always update and improve your product and it will be new! Dont just say something is new, give your prospect a point of reference. Your product is newer than product X or your product is new in the same way as product Y is new.
46. Make Copy Invisible
Never use copy that draws attention to itself by being cute or clever.
47.
Dont write down to your prospect.
Dear Investor, Im going to try to make this as simple as I can so that you understand somethingunless you safeguard your investment portfolio against threats from... Keep your copy clear and easy to read but never allow your writing to condescend.
48.
Give your prospect more than one reason to take action.

Three is a minimum. 5 10 reasons are more appropriate.
49. Liquidating Bonus
Give your prospect something for free whose market value equals or exceeds the price hes paying.
Tip: Its usually best to use one liquidating bonus.
50. The Cluttered Desk Test
xxxx xxxxx xxxxxxxxxxxxx xxxxx, xx, xxxxx
This package was bright yellow printed on glossy stock..
A great way to see if your envelope will stand out and get the attention it needs. Make your mailer so visually interesting that it stands out from all the other mail and papers on a cluttered desk.
Tip: Think size, color, shape and design.
This is a 9 X 12 package with a black background and a bold red headline.
51. The Power of a Friendly Type-Face

Make your sales letter look personal. Consider typeface, leading, paper stock, paper size, margins, personalization, etc.
Tip: Courier New is a considered a friendly font.
52. The Prior Contact
A very effective technique for raising the prospects interest in the copy by referencing some previous contact. Note: Be creative, but be honest.
53. Ask, Ask, Ask!

From National Geographic We extend a cordial invitation to you to join the Society and enjoy a whole year of membership, including 12 monthly issues of NATIONAL GEOGRAPHIC magazine... for dues of only $19.95! By accepting this invitation, you become part of a special group of people all over the globe whose enthusiasm and curiosity about their world is enriched by belonging to the Society. And equally important, as a member of the National Geographic Society, you provide every member of your family with information they can use...learn from...enjoy. So join us as we circle the globe for a breathtaking ride... Or course, theres more to membership than the magazine. Your membership will bring you several handsome wallmaps each year... Youll enjoy the opportunity to examineFREElow-cost Society books, atlases, and globes in your own home... Whats more, you can take pride in knowing that a portion of your dues will help the Societys ongoing worldwide research, exploration, and educational projects... Incredibly, only $19.95 brings you membership, magazines, and maps for a year... I urge you to mail the enclosed acceptance form with your dues today. Or, if you prefer, you may use your credit card. The right way to close any sales presentation is to ask for the order more than once. Tips: Ask for the sale, provide an additional benefit, then ask for it again! Dont be obnoxious
54. Throw Your Name Around

Make sure your contact information is on every page of your package. That way, if your package gets separated for any reason, your prospect can still respond to the offer.
55. Avoid Stop Signs
An editing technique to ensure the copy is easily readable. Words or phrases that your prospect doesnt understand are like stop signs, forcing him to pause to figure out what you mean. If that happens, you may lose him.
56. Stay Current
From Navelliers Market Watch New Wall Street SHOCK Ahead. Dont expect another 12% 2-day drop in the NASDAQ. Dont worry about Greenspans next rate hike. And dont sweat inflation. The real worry is much more insidious. It will trap the bears, maul the bulls and affect everything you own. Dear Investor: The last several months have been a nighmare... ...a time of transition that sent markets reeling. Stocks soared, whether companies were profitable or not. Then stocks plungedgreat companies along with the bad. That was followed by a string of false starts, Fed warnings and yo-yo-like volatility... A good way to make your promotion seem important by referring to a recent/ seasonal event. Tip: If you can build a marketing system that accommodates recent information, you will be one step ahead of your competitors.
57. The Live Product
When using photographs, always show the product in use; never show a static product.
58. The Mirror Image
When showing people in promotions, remember that contrary to what you might expect women like to see women in photographs and men like to see men. People see themselves in the photographs.
59. The Rule of 10
A way to make your prospect feel good about himself. Always make your models 10 pounds lighter, 10 years younger and 10 times more attractive than your typical prospect.
60. Always Say Thank You
From The Nature Conservancy Thank you, and welcome, fellow investor in nest eggs. For your fanfare, listen for the wondrous stentorian call of that sanhill crane. A prerequisite for developing a good business relationship. Always thank your prospect for responding to your offer.
From Barrons Will you, therefore, check the accuracy of your name and address on the enclosed card and return it to us today in the accompanying self-addressed envelope that requires no postage? Thank you for your help.
61. Rule of Thumb
Even good copywriters often start with a few paragraphs that set the stage for the offer or warm the prospect up. This is always a bad idea.
62. The 3-Finger Principle
Your strongest promise should be addressed within three finger-widths from the start of your body copy.
63. Reviving the Dead
Good controls wane but never die.
64. Test Only Potential Doublers

Youll have many more breakthroughs if you test only elements that can DOUBLE your response rate, such as Headlines Lift Notes Format
65. Show First. Then Tell

(Show)
Let the prospect come to his own conclusions THEN spell out the benefit for him. When the prospect can add it all up for himself, he will be much more likely to believe your claim.
From International Living (Tell) INTERNATIONAL LIVING has been called the ultimate travel newsletter. Its that...and more. Its a newsletter for anyone who wants to broaden his or her horizons, visit foreign countries, make overseas investments, and save money.
66. Answer Every Objection
A very powerful editing technique that tightens up even the best copy. This is a way to overcome any possible objection your prospect may have after reading the promotion.
67.
The Gary Halbert Envelope Rule Revised
A blank envelope will beat an envelope with a teaser on it, unless the teaser is really good.
68.
The Golden Thread

Regardless of the idea content of the message, the emotional message of every sales letter must be tied to the core emotions, feelings and beliefs that are at the center of the sales effort.
69. Dont sell. SOLVE
Just what it says.
70. Search for Meaningful Words

There are only a few times when words like unique, amazing, incredible, and fantastic make sense. Use more meaningful words.
71. Use Illustrations When They Work
The right picture can convey the promise to your prospect before he ever reads the first wordyour copy gains a stronger starting point.
72. The 4 Us Test

Useful. Unique. Ultra-specific. Urgent. Put every element of your package to the test headlines, subheads, lead, offer, close, etc.
73. Write What You Know

Know your product better than anyone. The more you know, the better youll do.
74.
Accept Help and Advice.

There is no copy that cant be improved by editing.
75. The Secret of Secrets
A reliable way to stimulate interest and give you a level of authority. Everyone wants to know secrets. Find some for your prospects.

75 All-Star Secrets For Writing Winning

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1.

The Big Story

75 Secrets of the Masters

2. The Point of imum Anxiety

75 Secrets of the Masters

Tip: Find out whats changing in your prospects world.

75 Secrets of the Masters

75 Secrets of the Masters

75 Secrets of the Masters

4. The Fascination Teaser

75 Secrets of the Masters

75 Secrets of the Masters

75 Secrets of the Masters

6. The Velvet Cord

7. Pole Vaulting Past Obstacles

75 Secrets of the Masters

75 Secrets of the Masters

The Shell Game

From the Covenant House

75 Secrets of the Masters

10. Drop-Dead Deadlines

75 Secrets of the Masters

11. The Nordstrom Principle

75 Secrets of the Masters

12. The Big Prediction

75 Secrets of the Masters

Tip: Think BBP: Benefit, Boldness, Product.

75 Secrets of the Masters

13. Feast of Predictions

75 Secrets of the Masters

75 Secrets of the Masters

75 Secrets of the Masters

15. Personal Revelation

75 Secrets of the Masters

16. Introduce a Common Enemy

75 Secrets of the Masters

75 Secrets of the Masters

17. Rags to Riches

75 Secrets of the Masters

The Advantage of Timeliness

75 Secrets of the Masters

19. The Surprise Enemy

75 Secrets of the Masters

20. Less is More

When in Doubt, Cut it Out

75 Secrets of the Masters

23. The Authenticity Factor

75 Secrets of the Masters

24. I Liked it. You will too!

75 Secrets of the Masters

75 Secrets of the Masters

26. The Icebreaker

75 Secrets of the Masters

27. The Up Front Deal

75 Secrets of the Masters

28. The Johnson Box

75 Secrets of the Masters

29. Make it Official

xxxxx xxxxx xxxxxxxxxxxx xxxxxxx, xx xxxxx

75 Secrets of the Masters

75 Secrets of the Masters

30. Accentuate the Positive