How a simple letter can make people
open their wallets
Becoming a millionaire in 20 steps
Is there a limit to how large mailings should be?
What if you don't have any money to invest?
Basic principles for a successful mailing
Provide a return guarantee
Give your letter a personal look
Pay special attention to the text of your letter
An easy way to get large numbers of
people to respond to 'your letter
The entire future of your business depends on this
The only way to get the odds on your side
How to capture your prospects' attention
How to gain the confidence of prospective clients
How to get clients to identify you quickly and easily
The secret that makes people want to read your message
Three types of mail - and the one to avoid
How to personalize your letter
Capture your reader's interest immediately
Four objectives of your letter heading
Should you use a letterhead or make your letter
Do letter headings always act as a reinforcement?
How to get your text read from beginning to end
How to come up with promises that
produce the greatest number of replies
Predicting the motives and needs of your target clients
The basis of all action: five fundamental needs
3. Need for love and belonging
4. Need for recognition
5. Need for self-realization (fulfillment)
How to get the most out of the seven deadly sins
How to stimulate people's demons in order to sell
Now, what about you and your product?
Your greatest enemy- and how to
The king of words in all languages - and how to make it
work for you!
When is the word 'I' important?
The secret of an extraordinary sales text
Just how far can you extend the limits of your memory?
How to set up your own 'Egometer'
How to eliminate the enemy - once and for all
Not talking about yourself does not mean forgetting who
1. Let your personality express itself
2. Use a narrative style
3. Share intimate feelings
5. Present your opinions in a positive way
The tricks used by professionals to
make your 'headlines' work
How to get an exceptional response
How to put a catalyst in your headline
50 per cent of a letter's success depends on the
How much do you think a robbery in yourhome costs you?
The Reader's Digest formula
The favorite technique of the professionals
The secret of best-selling books
The best headlines in the world!
How to create a successful headline with ease
A springboard for creating more successful headlines
An infallible way to select your best
Why are some headlines so successful, while others
seem to fall flat?
What can we learn from these headlines?
A professional technique: 'internal promotion'
How to double the impact of your headline
How to create visuals that pay off
Why you have to test your headlines
Technique for selecting the best of your headlines
Other ways to select your best headline
Offers and postscripts: how to get
higher sales from your very first letter!
A 'trick' used by direct mail agencies
How to change the offer in your headline
How to find offers that produce high sales
Increase your returns by 20 to 30 per cent or morel
A professional secret - and how to get the most out of it!
How to write a high impact P.S
How to increase sales - with just your signature!
How to find effective ideas and
arguments that sell
Put your most powerful idea-bank to work
A secret for discovering effective ideas and arguments
How to develop your creative copywriting to its fullest
Flow top copywriters find their best ideas and sales
Why so few people have great ideas
Put your right brain to work!
Other documents about the product
How else to channel creativity
The power of the 'tree' technique
The reformulation technique
How to keep your prospects intrigued
right from the start
How to avoid the wastepaper basket in the first 20
How to tell a thrilling story
Ask your prospective clients a good question
Break some kind of news to your clients
Get rid of your clients' bad memories for them
How to develop your own technique
The truth is not always appropriate
Always prove what you say - and do it more than once!
What if you are targeting another business?
The power of the 'lift letter'
How to prepare your readers for action
1. Summarize the advantages of your offer
Getting your clients to act
Words that trigger an immediate action
Five more effective techniques for inciting clients to act
4. Offer a free gift if the client responds quickly
5. A list of everything the client has to lose
How to make all of your letter exciting
How to multiply the numbers of your readers
The opposite of what you learned in school
What factors stop people from reading on?
The longer a sentence is, the harder it is to read
Present your text so that it is inviting to read
How long should your lines be?
Don't be afraid of paragraphs that contain only one
The longer your sentences, the less readers retain what
How to shorten long sentences
Changing the order of words in a sentence
Influence of the spoken word
The shorter a word, the stronger it is: why?
Long words slow reading down
2. Replace one long word with a number of small words
Which typefaces should you use?
How to keep your readers turning the pages
How do you judge the quality of your letter?
How to make your order form a success
The great secret of an exceptional response - the
Windows: how to make them work for you
Even the stamps you use can increase your sales!
How to double your profits with ease!
How to write a follow-up letter
Back to basics - is your letter logical?
How to give your mailing a sense of unity
The simpler the message, the better it will be understood
Checklist: important points covered so far
The crime you must not commit
How to test a single element
Your future in copywriting and direct
How to make your profit margin 'take off'
How to become a sought-after copywriter
About the word 'YOU'-what the experts