SPECIAL REPORT

Exclusive insights from Australia’s

“results guaranteed” copywriter, Brett McFall

The amazing secret of

the one of the hottest
money-sucking
strategies you’ve ever
seen … and yet you’ve
had it all along!
Inside this issue: Dear Friend,

♦ 2 before and I want to talk to you about your voice. Which is a little bit hard,
after ads - see considering I may have never heard your voice before. But still, I
the old version have something very important to tell you about it.
and the new
version, to Actually, it’s the fact that you don’t have one! Yes, even if you believe
discover REAL you have a voice - you don’t actually have one at all.
impact in your
advertising
♦ The one thing
In fact, I don’t believe anyone has ever heard your voice. Huh? Where
that is missing the hell is Brett going with this one?
from your ads
that is No-one has EVER heard your voice. You know why? Because you’re
preventing you afraid. Too afraid to let anyone hear your real voice. And so it’s much
from mega easier to run with the crowd, and have the same voice as everyone
sales else. Which is …
♦ How a simple
letter could … NONE!
send your sales
soaring
What I’m talking about is your advertising voice. C’mon … you knew
♦ A killer sales
letter template that, right? This is a marketing newsletter - not a speech therapy
for ANY product class!
or service
(Continued on page 2)

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Yes, you, like 99.9% of business owners are scared out of your wits of having a voice in your
advertising that actually sounds like a real person. That actually sounds as if the person writing it
was communicating to a friend, like in a letter. Yes, scared silly that this will ever happen.

And so, 99.9% of people write absolute dribble similar to this…

The Toy Shop Now, look at this ad and ask yourself this question:
Quality Toys, Games & Hobbies

• Tinplate toys Apart from letting you know what the

• Cars
• Teddies
• Wooden toys
• Kits
• Dolls & Dollhouse furniture
• Miniatures
• Celluloid dolls
• Puzzles for all ages
• Medieval knights
Shop X, Strand Arcade, Anytown
00 0000 0000
store sells, does this ad actually connect with
you on an emotional level at all?
Virtually impossible, right?
But it tells you who they are, what they sell, and how to get in
contact with them. So it’s great for the business owner,
because he can feel that he’s done his job.
After all, there’s nothing else you can do in an ad, is there? I
mean, this is what everyone else does. There’s no way you
can change the rules and actually create IMPACT, is there?

Well is there?

No-one else seems to worry about doing much different.

What about this ad (to the right)… Buying Or

There’s not much more anyone can really do for this ad, is Selling Real
there? They’ve identified the reader with a headline, and
told them a benefit … surely, a business can’t be expected Estate?
to do any more than that, right?
Avoid the pitfalls when
But of course, you know that a business can do making your important
much more. And see, whichever choice you make - to
run with the crowd, or to stop and create impact - it’s still sale or purchase.
going to cost you the same amount of money.
Contact:
That’s the fantastic thing. The cost of an ad will remain Higgins & Higgins
fixed, but the response you get from that ad can vary by a Lawyers
huge amount. For instance, you could make $1 for every 00 0000 0000
$1 you invest. You could also make $3! And thank your
lucky stars because you could even make $5 … $7 … or
more, for every dollar you invest in your advertising. Imagine if you got those odds at the race track!

That’s the power that advertising can give you. But you see, you never know until you test things.
And something which very few business people realise they should be testing is …

… their voice.

(Continued on page 3)

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Here’s what I mean:

You see, the 2 ads you’ve just read were taken directly from my “The way to
local newspaper. And you know what? I could have chosen any make an impact
newspaper in the country and found similar examples.
is to be different
These type of ads are everywhere. Adverts run by people who really from your
aren’t to blame - they’ve just never been taught how to market the
most effective way. And the problem is, when you don’t know competitors … and
something, you tend to follow the lead of someone else who you to do that - find
think MIGHT know.
your voice.”
Truth is…

… there ain’t hardly a business owner anywhere who actually

knows how to market their way out of a paper bag!

Now, the thing you should know is this: ads that don’t cause some sort of emotion within the
prospect are doomed to be forgotten. Here’s why… We all tend to live fairly average days, doing
fairly average things, and spend fairly average lives doing nothing spectacular (not you of course,
right?).

People are starving for substance.

So, you … yes YOU my friend ... have to be the thing in their day that ISN’T average. The thing that
stops them in their tracks. That makes them go home and talk to their partners about you. The thing
that comes up in conversations on the train, tram or bus.

And you can’t do that when your ads look just like everyone else’s. And as we’ve talked about many
times, the way to make an impact is to be different from your competitors for a start. And so one of
the ways to do that is to …

… find your voice.

Let me ask you something: Have you ever received a letter (or an email even) from a friend or
perhaps a family member … and after reading that letter, found that it’s left you with a nice feeling
inside? Or perhaps even a negative feeling (that can happen too). But ideally, what I want you to
remember is when an emotional response was triggered inside you. Particularly a feeling of warmth
or closeness with that person. Goodness, it could even have been a note of less than 10 words!

Can you think of a letter like that which you have received in the past? Now don’t just be nodding
your head — really think. Can you truly remember an occasion, or perhaps just the emotion, when
this has happened? Who was it from? When did you receive it?

Maybe a letter from your mother … or father … or cousin, and that person may not even be around
any longer, so it means even more to you. It’s a powerful thing. Because therein lies the secret to
successful communication with your prospects. Look, right now I could right you a letter that you’ll
forget in just 2 days time. I could also write you a letter that you won’t forget for the rest of your life.

What the letter is written on is the same - PAPER. But what’s WRITTEN in the letter can make a huge
difference to the impact. One, you forget. The other, you couldn’t erase it if you tried.
(Continued on page 4)

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The thing that’s missing in most marketing today is IMPACT. And EMOTION creates that impact.

This is your voice. This is the real you. The real you that’s in a letter. Where you express yourself with
freedom. And you create pictures in the mind of the reader. I can tell you that if you’ll just pretend
you’re writing a letter to your friend the next time you create an ad, you’ll find it super easy to put
more YOU in there.

Believe it or not, your personality injected into an ad or sales letter can mean the make or break of
its effectiveness. It’s the stuff that millions upon millions of people the world over HUNGER for. Real,
honest to goodness feeling. And when they can’t get it elsewhere they find it in books … TV soaps
… in trashy magazines … and even in respected magazines too.

If you’re smart, you’ll make sure they’ll find it in your marketing. The “you.” Your “voice.” And they’ll
remember it, just like you remember the “letter or letters” from loved ones.

I’m talking about putting your personality into everything you write. Like this:

“You’ve just simply got to try the spa that comes with every apartment at Pacific
Palms. Mmmm… the feel of that soothing, bubbling water against your bare skin is
pure heaven. I work here and I make sure I have one EVERYDAY!”

See, that’s just like a conversation. Or this…

“Can I make you a promise? The steaks served at Steaks R’ Us are simply
mouthwatering. Every bite you take is tender and filled with juicy flavour. I can taste it
right now, can’t you? In fact, why don’t you try one on me - we’re just 2 blocks away
(so you can be here in a couple of minutes). And in no time at all you’ll be tucking into
our special ‘lunch-size’ juicy steak, cooked just the way you like it.”

Can you see how these 2 passages have a “voice?” That’s it. That’s what you’re searching for.

Now, if that’s so, then what changes would I make to the 2 ads I put up as examples a page or two
back? Good question. And so here’s what I’d do.

Firstly, for the Toy Store, I’d change the strategy to one of two things:

A. Make the feature of the ad just one unique, amazing toy that we could use to
grab the attention of the readers (instead of just listing everything they sell). And if there wasn’t
something unique to talk about, then I’d create something. Like a teddy bear perhaps, and
then cut a deal with another business to help out if I had to - like a jeweller (see below), or…
B. Make an offer in the ad that forced the reader to find out more, or at least
come in to the store. And look, when you make an offer, it means you can truly find your voice
very easily. You can take a number of positions, from the desperate business owner (“I must
sell today”) to the astonishing business owner (“You’re not going to believe the crazy thing
I’ve gone and done now”); to the hopeless business owner (“Oh gosh, looks like I’ve over
ordered again—and so now I have to offer XYZ at a special giveaway price”).

With either of these ways, we’re going to make an impact, rather than just exist on the page. And I
think I’ll create an example that is a combination of both of these. Here goes:
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(Continued from page 4)

The Amazing Story Of The

$50,000 Teddy Bear … The
Most Expensive Bear In “Believe it or not,
Australia … Who Wears Over your personality
$50,000 In Rare Diamonds injected into an ad or
(and he doesn’t want to give sales letter can mean
them back!) the make or break of
Find out in store how you can WIN this
its effectiveness.”
amazing (but greedy) bear and your own little
stash of diamonds too. On show for a limited
time at XYZ Toy Store, where you can
enter to win a fabulous prize.

Then you’d make up a competition that runs for 2-4 months. Where customers have to come into
the store to fill out an entry form for the chance to win the rather well-to-do Teddy Bear. Now, you
don’t have to give away the $50,000 in diamonds (which are put up by one or two … or more …
local jewelers in return for mega publicity), you could quite easily offer a much, much smaller prize of
lower value diamonds. Even something else that’s related. Easy.

Now, think of the publicity this will generate. TV stations will be falling over themselves for a story.
Newspapers too. And kids (their target market) will drag their parents to the store to see the bear.
That’s all just a by-product of finding your voice. Creating a little emotion and making an impact.

What about the other ad for Higgins & Higgins Lawyers? Okay, let’s see now…
these guys wanted to focus on those people who were buying or selling real estate. So here’s what
I’d do: Basically, you don’t want to get as cute as we did with the Teddy Bear deal, but instead of
running a fairly bland ad, I’d be doing something like this:

FREE Report Reveals…

The 7 Deadly Mistakes 99% Of
People Make When Buying Or
Selling A Home (by someone who
made all 7!)
This revealing report could save you thousands of dollars. Valued
at $19.95, but available FREE to readers of the Point Piery
Times. Just clip and send the coupon below, or phone (00) 0000
0000 now to have the Report mailed to you immediately.

And you don’t even have to put the logo of the company, Higgins & Higgins Lawyers, in the ad! No
need. In fact, doing that might REDUCE response. But this is all the ad has to be. A device to get
people to call for something more important …

(Continued on page 6)

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(Continued from page 5)
… a powerful, intriguing sales letter!

A sales letter that not only offers good information, but which also pitches the lawyers as the only
people to deal with when it comes to buying or selling real estate. See, if you can’t afford to find
your voice IN the ad (in other words, you can’t afford a big ad), then change the rules and have
people call you for a letter.

Because in the letter, you can tell them everything they need to know, and it hardly costs you a
thing.

And I guess this is where I need to tell you about the purpose of your advertising in general.
See, talk to any advertising agency monkeys, and they’ll say your advertising is designed to
build your image. What a load …

No. Your advertising is there to do one thing only - SELL. No matter what business you are in,
your advertising always has one job - TO SELL. Even Doctors, Lawyers, Architects - TO SELL.
And you can’t sell ‘jack’ with a small ad which lists your features and gives a telephone
number. That’s ISN’T selling. It’s investing in the newspaper owner’s retirement fund (except
you’ll never get any of it).

So once you realise that your ad is a SALES PERSON, then you also realise that it’s subject to
the same rules as a salesperson. Which means you must make a FULL AND COMPLETE
PRESENTATION. No gimmicky, crappy ads. And you either make that presentation in the first
ad they see, or you do it afterwards with a sales letter.

Both these examples I’ve just given you, would follow up with a sales letter. Here’s how...

• When you enter the Teddy Bear competition, you leave your name and address. What for? So
the store owner can send you a sales letter advertising the store.
• When you request the FREE report from the lawyers, they’re actually sending you a sales letter
advertising their services.

And the sales letter is where you TRULY find your voice. Where you have the opportunity to talk to
your prospect just like a salesperson would. You know, it doesn’t really matter what business you
are in, a sales letter can do the job for you.

The best part is, your sales letter is as easy to write as a letter to your friend. Remember, how we
talked about a letter which had an emotional affect on you in the past? Well now it’s your
opportunity to make that same impact on your prospect. Just by writing them a letter.

And this is where the real you comes out. But I want to tell you also: Don’t rave on like a
lunatic! These guys aren’t your long suffering partner who HAS to listen to you. You can’t bore
your prospects into doing business with you. Instead, you have to excite them.

And on the next page I’m going to give you an example of one of the simplest sales letter
templates you’ve ever seen. But which does a superb job of selling. And guess what? You can
model the letter for your own use!! Isn’t that exciting! All you need to do is take the format and
adapt it your product or service.

Mind you, you’ll need to work on your headline at your own pace (and you should really try and
(Continued on page 7)

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(Continued from page 6)
create some astonishment here). But the rest can be adapted fairly easily. For this example, the
product is a weight loss diet book. Why? Because it’s something most of us can easily relate to!!!
Anyway, here’s a template you can base any good sales letter around:

Amazing New Diet Book Reveals A New

Technique To Melt The Pounds Away … A Captivating
Technique So New That Your Doctor Doesn’t Headline

Even Know About It!

From: John Smith, XYZ Company
Monday 10.37am

Dear Friend,

If you need to lose weight, this is the most important message you’ll ever read. Powerful
opening line
Here’s why:

The XYZ Company has just released a new weight loss book that reveals amazing Startling fact
new diet secrets that even your Doctor doesn’t even know about. In fact, some people revealed
after reading it, have lost as much as 13kg in one week!

The book is amazing. Here are some of the secrets you will find out:

• (Amazing and powerful benefit goes here)

• (Amazing and powerful benefit goes here)
• (Amazing and powerful benefit goes here)
• (Amazing and powerful benefit goes here) Killer bullets
• (Amazing and powerful benefit goes here)
• (Amazing and powerful benefit goes here)
• (Amazing and powerful benefit goes here)
• (Amazing and powerful benefit goes here)
• (Amazing and powerful benefit goes here)

Pretty amazing, don’t you agree? But don’t take my word for it, here’s what some
people who have already read the book are saying:

(place as many testimonials here as possible) Testimonials

This book is written in plain English, retails for $39.95 and comes with a 100% Clear
Guarantee. And it’s easy to order. All you have to do is phone (02) 0000 0000 and tell ordering
them you want “The Amazing New Weight Loss Book.” information

Your order will be posted in 24 hours and you can use your credit card. So order
Promise of
now. fast delivery
Warmly,

John Smith
XYZ Company

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So that’s a fairly basic example. But it’s a great start if you currently don’t have a sales letter at all.
And there are a few areas I want you to notice most of all:

A. The opening line … “If you need to _________________, this is the most important message
you’ll ever read.” That one amazing line is one of the most powerful opening sentences you can
ever use. And it’s so versatile. It doesn’t matter what you’re selling, you can use this as your
opening line.
B. Another key point is the bullets. This is not the issue for going into HOW to create killer bullets.
But for now, just know one thing: THEY ARE ESSENTIAL to your sales letter. This is where you
talk about all the amazing benefits your product or service offers. You can write pages of these
things. I do!
C. And lastly, the testimonials. If you haven’t started getting testimonials for your business … then
grab the nearest gun and put it to your h…. NO, NO, only joking. But wait no longer. You MUST
have testimonials to give you credibility. What’s the use of finding your “voice” if no-one believes
it! Testimonials create that believability.

Now, the main lesson I want you to get from this issue is to put yourself into your marketing. This
alone can create the difference you need for your USP (Unique Selling Proposition, remember?). I’ve
given you some tools for this, but the main message is … your “voice.”

The key reason you need to find your “voice” is to create an emotional impact with your customer.
To get away from the mundane, me-too advertising that 99.9% of people use. So don’t be afraid to
take the bull by the horns and ride it!

And if you can’t do that in your AD, then do it in a LETTER. I’ve shown you exactly how to get that
happening. But no matter what, find that voice … that individual flavour … and sing from the roof
tops! What’s that? Yes, I think I can hear you … you’re getting it … very good…

Warmly
Brett McFall

YOUR MONEY-MAKING ACTION PLAN:

Here are the steps to take to begin profiting from what you’ve discovered in this issue.
1. First up, if I was you, I’d be searching through your drawers or files for that letter or note that you’ve kept from someone special to you. Am I
serious? You bet I am. You want to read that letter. See what things made an impact on you. Don’t focus on the content (that’s private), but
more how it was phrased in order to reach you. How direct was it? Was the person writing it talking about how they felt? Or what you meant
to them? Or were they describing things they’d seen? Telling you a story. You see, these are the killer punches which work. So what you
need to do is simply take these and see how you can implement them in an ad or a sales letter.
2. But you know another way to do it? It’s this: record yourself on tape as you sell to your customers. On the phone would be ideal. Because
then your customer won’t know you’re doing this. But the tape is just for you. Not for public use. Just for your own personal coaching. But I
can tell you that the things you say in person to sell your product or service, is usually pure gold. And yet, you’ll find that you hardly ever use
it in your writing. Well, you can take what you use in face to face selling, and instantly insert it into your sales letters. The little examples you
give … the personal opinions … the questions you ask your customer … the facts you reveal. See, face to face, your “voice” is natural. It
happens automatically. Why can’t this happen in your advertising too? It can. And will.
3. Get a sales letter happening. It is simply the most amazing tool … salesperson … you’ll ever have. Good luck.

©Brett McFall 2003. All rights reserved. RRP $24 Ho t C O P Y

5 Chaucer Place
Winmalee NSW 2777
Phone: (02) 4754 1060 Fax: (02) 4754 5992
FREE WEBSITE REVEALS: 5 of the hottest www.adsecretsrevealed.com
money-making secrets known to man! Email: askbrett@adsecretsrevealed.com.au
ABN 97 107 520 951
www.adsecretsrevealed.com Issue: JANUARY 2003

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