Magnetic Copywriting

Magnetic Copywriting - The Ultimate Copywriting Training
Magnetic
Copywriting
For People Who
Understand
The Importance
Of Marketing
Quantum Change Seminars

Dedicated to Your Success
© 2009 Quantum Change Seminars Dedicated To Your Success 1

Welcome to
Magnetic Copywriting
The Ultimate
Copywriting Training
for People who Understand the
Importance of Marketing
The History of Advertising could never be

written without first place being given to
John E. Kennedy, as every copywriter is today
guided by the principles he laid down
Albert Lasker

Table of contents
Contents
Welcome to Magnetic Copywriting..........................................................................................2
Your Presenter..............................................................................................................................7
Why is Magnetic Copywriting Imperative..............................................................................8
Objectives....................................................................................................................................10
What can Copywriting be used for?........................................................................................11
Other Trainings available..........................................................................................................12
Who will get more value from this training?.........................................................................13
Get the best from this training.................................................................................................14
Agreements.................................................................................................................................15
What is this training about.......................................................................................................16
Social Introduction.....................................................................................................................17
Elevator Speech..........................................................................................................................18
Selling is the oldest profession & Copywriting followed in it’s footsteps!.......................19
Magnetic Copywriting Overview............................................................................................20
Cause and Effect.........................................................................................................................21
Myths & Excuses:.......................................................................................................................22
Perception is Everything...........................................................................................................23
Truths...........................................................................................................................................24
Accept responsibility ... for your communication.......................................................25
Presuppositions..........................................................................................................................26
Communication Model.............................................................................................................27
The 5 Steps to Learning.............................................................................................................28
4 Steps To Unconscious Competence.....................................................................................29
Vitamins for Success..................................................................................................................30
Calm Enthusiasm.......................................................................................................................31
Set YOUR Intention for this Special Training........................................................................32
Set your Copywriting Goals.....................................................................................................32

The Peter Principle.....................................................................................................................33

Parkinson’s Law.........................................................................................................................34
Magnetic Requirements for a Successful Professional.........................................................35
Magnetic Pre-Copywriting – Step One...................................................................................36
Your Attitude..............................................................................................................................36
Control YOUR State...................................................................................................................37
Above and Below the line.........................................................................................................38
Presuppositions, Aphorisms & Affirmations for Prosperity & State Control...................39
Incompletion Vs Completion...................................................................................................40
Anchoring – Circle of Excellence.............................................................................................41
The Making of a Copywriter....................................................................................................42
What are you reading?..............................................................................................................43
What are you listening to?........................................................................................................44
Who are your role models?.......................................................................................................45
Which books have you read more than once?.......................................................................46
Which Training Program have you listened to more than once?........................................47
Magnetic Pre-Copywriting – Step Two...................................................................................48
What are you Writing for? What’s the ‘Big Idea’? What are You Really Selling? Five Tests!..48
Seven Principles of Success......................................................................................................49
What’s in a name?......................................................................................................................50
Your Prospect wants to Avoid PAIN & Gain PLEASURE...................................................51
What are You Really Selling?....................................................................................................52
SWOT Analysis for Your Product............................................................................................53
Features-Advantages & Benefits..............................................................................................57
The SELL Formula.....................................................................................................................58
Five Crucial Tests!......................................................................................................................59
Reframe clarify & brag about your known Objections.........................................................60
Magnetic Pre-Copywriting – Step Three................................................................................61
The ‘Big Picture’ AIDAS............................................................................................................61
Attention – How? The Headline.............................................................................................63
Interest – How? The WIIFM Formula....................................................................................65
Don’t Tempt Fate Demonstrate................................................................................................66
Desire – How? Proof & Testimonials......................................................................................67
Action – How? Make it easy - Risk Reversal........................................................................69

Call to Action..............................................................................................................................69
Satisfaction – How? Under Promise & Over Deliver...........................................................71
Magnetic Copywriting – Step One..........................................................................................73
Your Headline – The Ad for the Ad.........................................................................................73
Some Great Headlines...............................................................................................................74
Where do you find them?.........................................................................................................80
Create a Headline “Factory”....................................................................................................81
What’s the Headline for?..........................................................................................................82
Who’s talking to your Target?..................................................................................................83
How long a Headline?...............................................................................................................84
Magnetic Copywriting – Step Two..........................................................................................85
Your “Armour Piercing” Bullets..............................................................................................85
Why Bullets.................................................................................................................................86
What do Great Bullets do?........................................................................................................87
Bullets as Stop signs...................................................................................................................88
Create an “Armour Piercing” Bullet Factory........................................................................89
What are dud bullets?...............................................................................................................90
You know you’ve been hit by a bullet when.........................................................................91
Magnetic Copywriting – Step Three.......................................................................................92
Your Words & Your Stories.......................................................................................................92
Powerful & Impactful Words...................................................................................................93
Communicating with Rapport.................................................................................................94
Stories Sell...................................................................................................................................95
Become a Great Story Teller......................................................................................................96
Magnetic Copywriting – Step Four.........................................................................................97
Your Offer and Bonus as WMD...............................................................................................97
Importance of the OFFER.........................................................................................................98
Offer and Proof...........................................................................................................................99
Every Act a Moment of Truth.................................................................................................100
Magnetic Copywriting – Step Five........................................................................................101
Your Risk Reversal...................................................................................................................101
Jay Abrahams’ Ponies..............................................................................................................102
Magnetic Copywriting – Step Six..........................................................................................103
Your Call to Action...................................................................................................................103

Maintain Dialogue - Assume the Sale & Go for the Call to Action...................................104
80/20 Rule.................................................................................................................................105
How Do I Order From You?...................................................................................................106
Magnetic Copywriting – Step Seven.....................................................................................107
Your Copywriting for the Body.............................................................................................107
Write with WIIFM Benefits Linking Needs/Wants/Values to Product/Service............108
How Do You Launch yourself into Copywriting?..............................................................109
Just for Starters:........................................................................................................................110
How Long the Copy?.............................................................................................................. 111
P.S. Jim Rohn ½ dozen things that make a difference:........................................................112
Magnetic Post-Copywriting – Step One...............................................................................113
Format & Layout......................................................................................................................113
Use a Template.........................................................................................................................114
Magnetic Post-Copywriting – Step Two...............................................................................115
Graphics....................................................................................................................................115
Graphics! Vital or Overrated?................................................................................................116
Magnetic Post-Copywriting – Step Three............................................................................117
Test, Test, Test...........................................................................................................................117
Which Ad pulled better?.........................................................................................................118
Test one thing at a time............................................................................................................119
What Next?...............................................................................................................................120
Questions to Generate & Gain Testimonials.......................................................................121
Copywriting Check-List..........................................................................................................122
How to get to the sweet spot-Elements of Effectiveness....................................................123
Business Needs Analysis.........................................................................................................125
Sales............................................................................................................................................128
Your Positioning in the Market..............................................................................................129
Glossary.....................................................................................................................................130
Notes..........................................................................................................................................131
Put a Goal in Your Future 1....................................................................................................132
Put a Goal in Your Future 2....................................................................................................133

Your Presenter
George Faddoul has trained thousands of people
both in Australia & Overseas; he is a dynamic
presenter on a wide range of topics ranging from
personal growth to powerful sales trainings. His
unique style is at once informative & entertaining,
demonstrating his instinctive ability to convey
the most sophisticated topics to his audience in
an easy to understand manner.
George started his business career Practitioner of NLP, Time Line Therapy
working in the Banking Industry for and Hypnosis, as well as a Certified
over eight years, where he began to Trainer of NLP. George took his new
develop his finance and customer service found skills to his New Car Dealerships,
skills. This time was punctuated by an taking them to a whole new level. During
eighteen-month break to do his National that time, he also took time off work
Service for Australia. Upon leaving the to assist at various Trainings both here
Bank, George entered the Car Industry in Australia and in the US. George then
and quickly became the top salesperson sold his Car Dealerships, and decided to
in a Group of 12 Dealerships. become a full time Trainer. That was
about nine years ago now, and George
Five and a half years later, he started has since conducted Seminars locally in
his own used car outlet, and operated Sydney, in Melbourne & in Brisbane, as
it very successfully for approximately well as Internationally both in the Middle
9 years. George decided to have a East & in the United States. During that
break from cars, and spent three years time, he also became a Certified Trainer
developing real estate and dealing in of Hypnosis & a Master Trainer of Time
Australian Art, and spent twelve months Line Therapy.
together with his darling wife Nitsa and
his four lovely daughters on the French George is the author of three bestselling
Riviera. Refreshed, George came back books 1) How To Get A Bigger Bite Out Of
to the Motor Industry, starting two Life, now in its sixth printing, 2) Secrets
separate New Car Dealerships and Of Great Success Coaches Exposed!, and
running them most successfully for about 3) The Modern Day Alchemist from the
eight years. Land of the Pharaohs.
During that time, as a result of his George loves to travel, and enjoys the
pursuit of practical knowledge & his company of motivated people.
insatiable appetite for personal growth &
development, George came across NLP he
then became a Practitioner and Master

Why is Magnetic Copywriting

Imperative?
Have you ever had to use pen & paper to

communicate with anyone?
Have you ever had to persuade anyone to

your way of thinking?
Are you losing sales because your Marketing

is not up-to-scratch?
Are you a victim of myths and copywriting

mis-information?
If so then Magnetic Copywriting is for you!
The fact is, every business

needs clients to sell to.

What is Copywriting?
Anecdotally Copywriters
... Copy Writing
Seriously ‘Direct Mail’ Copywriting is

... Salesmanship in Print
John E. Kennedy
Or Internet Marketing is
... Copywriting on Glass, or
... Salesmanship on Glass!

Objectives
• Acquire a blueprint for Copywriting

• To bring out the best copywriter in you
• Learn copywriting skills to cover all media
• To make you bullet proof about
copywriting
• Be able to add value to any organisation
• Join one of the World’s Highest paid
Professions
• Learn how to Sell your ideas easily &
effortlessly
• Move & influence people with your words
In short, become the Best “Copywriter” YOU
can possibly become, by learning foundational
yet very powerful copywriting techniques.
Remembering that ...

Copywriting is both an Art and a Science

What can Copywriting be used

for?
• Mail Order Selling

• Direct Response Advertising
OK, What about:
• Raising employee Morale

• Helping the sales Team
• Initiating the Sales Process
• Bringing Customers into the Showroom
• Creating a Need
• Announcing a New Product
• Raising Money
• Resurrecting Old Dormant Customers
• And much more ...

Other Trainings available
v We strongly recommend you learn NLP
• i-NLP Practitioner Certification

• NLP Master Practitioner Certification
• NLP Trainers Training Certification
• The Best Therapists are ...

• The Best Coaches are ...
• The Best Presenters are ...
• The Best Trainers are ...
• The Best Sales Professionals are ...
• The Best Copywriters are ...
... NLP Trained.
v Quit Cigarettes in 60 mins
v A Journey of Discovery ...

... Visit the land of the Pharaohs

Who will get more value from

this training?
The person who has an open mind
The person who is open to new possibilities
The person who is willing to learn
The person who incorporates feedback well
The person who is prepared to practice
The person who is ready to give it their best
The person who is willing to do WIT
Do not measure your life by your goals,

but by what you are actually doing
to achieve them.
Peter Drucker

Get the best from this training
• Notes
• Spy
• Listen / Participate
• Go for Excellence / Be Thankful
Paradox of Duality:
Genius is the ability to hold two opposing

thoughts in one’s mind simultaneously
Leonardo Da Vinci
Key Concept for a Professional Sales Person:

Assume the worst & expect the best
George Faddoul

Agreements
• Have fun
• Switch Mobile phones/ Pagers etc… off
• W e will have 15 minute breaks every
hour & a half
• This is an Intensive Training

a No recording of any kind
• Keep an Open Mind

• Itof someone
you have any problem at all, only talk
who can help ... and that’s the
coaches at the back.
• Remember to … Have fun!

What is this training about?
It’s about setting an intent to transform you

into the best:
Magnetic Copywriter Professional you can
possibly become...
Remembering that:
Copywriting is both Art & Science
So, we’ll work on your mind set to draw
copywriting out of you, and also add some
techniques to make it easy for you
You’ll have to put in the work, and take the
time to practice, and apply the skills.
The Art is hiding the Art

Laurence Olivier

Social Introduction
Your name:
Where are you from?
How did you hear about this training?
What’s your background (briefly)?
What would you like to get out of this training?
Remember:
Begin with the end in mind.
Steven Covey

Elevator Speech
My name is ...
I’m from ...
• I help people get a bigger bite out of life
• I help people get more abundance
• I help people Quit Cigarettes in 60 mins™
• I help people sell oodles of products
• I teach Companies to double their income
• I help Companies double & triple their income
• I help Companies write effective copy that sells
• I teach people copywriting skills
o Guaranteed
o And I back it up with a Guarantee

Selling is the oldest profession

& Copywriting followed in it’s
footsteps!
A sales professional sells one on one.
Copywriting sells to the masses.
Remember:
Everyone lives by selling something.
Robert Louis Stevenson

Magnetic Copywriting Overview
Pre-Copywriting
1) Your Attitude
2) What are you writing for? What’s
the ‘Big Idea’? What are you selling?
Five Tests!
3) The ‘Big Picture’ AIDAS
Copywriting
1) Your Headline – The Ad for the Ad
2) Your “Armour Piercing” Bullets
3) Your Words
4) Your Offer as WMD
5) Your Risk Reversal
6) Your Call to Action
7) Your Copywriting for the Body
Post-Copywriting
1) Format & Layout
2) Graphics
3) Test, Test, Test

Cause and Effect
An Ancient Hermetic Concept
To gain maximum power, take responsibility

for everything that happens
in your universe
Question is:
Which side of the C/E continuum are you on?
Are you at cause in your Universe, or
Are you at effect of circumstances in your life?

Myths & Excuses:
• It’s Hard / It’s Easy / It’s Hard

• I’m so tired
• I can’t write
• You need to have the gift of the ‘gab’
• Copy writing, they’ve been doing it for years
• I can’t start, I’m not perfect
• I don’t like selling
• I don’t have time
• I’m not confident enough
• Always write Long Copy
• Learn one formula & apply it to all situations
• No one wants this ‘stuff’
• All products are the same
• Marketing is the only thing that counts”
• Make it loud, so they can hear it
• You don’t need to be cute or creative
C/E Remember WHO’s in charge ...
WIT Everytime …
Everything COUNTS

Perception is Everything
Perception is reality
Perception is projection
Perception is a construction
Perceptions control behavior
Act as the CEO of your Conglomerate
As a CEO you act, you dress, you think

differently. You are no longer the victim, but
definitely at Cause
Attend the University on Wheels
Turn your driving time into learning time

Truths
Accept Responsibility
Perception is everything
Your Focus – Your reality
You are the centre of your universe
State Control – Love, Joy & Happiness
Thoughts – Words – Actions – Habits
Not Ready, Aim, fire -
Ready (take action) FIRE … Aim
Get started not Get perfect
Don’t wish it was easier wish you were smarter
Everyone is tuned to WII FM
It’s never too late – Now is the right time
If I don’t get my clients involved in my product

to the point where they own my product,
I haven’t served them well
Remember: A sale is always taking place

Accept responsibility ...

for your communication
The meaning of your communication

is the response you get

Presuppositions
• The Law of Requisite Variety

• People always make the best choice
• Resistance indicates a lack of Rapport
• Choice is better than no choice
• Just about anyone can learn to do anything
• People have all the resources they need
• There is no failure, only feedback
• Chunking, if it’s hard work reduce it down
• We are responsible for creating our
experience
• Energy flows where attention goes
• There are no resistant clients, only
inflexible communicators
• Communication is redundant
• If what you’re doing isn’t working, do
something else, do anything else

Communication Model

The 5 Steps to Learning

4 Steps To
Unconscious Competence
1) Ritual
2) Repeat
3) Rehearse
4) Reinforce
Practice / Drill / Rehearse
Write every day

Minimum 30 minutes to 60 minutes a day
Remember the 80/20 Rule
Without the right attitude a business with

everything going for it will fail
Robert Winship Woodruff

Vitamins for Success

A) Attitude, including Ambition (hunger) intend to
be in the top 10% of your profession –Assume
the worst – Prepare
B) Belief, in you, your product & service (my
brother, my parents & I use this product)
Love what you do, it builds trust & credibility
C) Courage, to face your fears, rejection is not
personal, 2000 / 4000 commercial messages
Continuous improvements Read 30 mins a day
D) Discipline, to do what needs to be done, the
determination & dedication to stay on track
Expect the best, do your homework
E) Enthusiasm and your Evaluation of yourself
Professional, Consultant , Advisor, Expert
Guide (People accept your New You)
F) Fun, life is too short...
Take them in the morning

Take them during your break
Take them any old time...

Calm Enthusiasm
1) It’s free and priceless
2) It’s the fire in your belly
3) It gives you lots of energy
4) It’s contagious
“You can do anything if you have enthusiasm.

Enthusiasm is the yeast that makes your hopes
rise to the stars. Enthusiasm is the spark in your
eye, the swing in your gait, the grip of your hand,
the irresistible surge of your will and your energy
to execute your ideas.
Enthusiasts are fighters, they have fortitude,
they have staying qualities.
Enthusiasm is at the bottom of all progress!
With it, there is accomplishment. Without it,
there are only alibis.”
Henry Ford

Set YOUR Intention for this

Special Training
Set your Copywriting Goals
Start by doing what’s necessary

then do what’s possible
and suddenly you are doing the impossible
Francis of Assisi
Remember:
Write every day

The Peter Principle

Beware of the Peter Principle.
Never let it grab a hold of you.
Remember what it says:
People rise to the level of their

incompetence.
Laurence Peter
Some people see things and ask “Why?”

But I dream of things that never were
and say “Why not?”
George Bernard Shaw

Parkinson’s Law
Beware of Parkinson’s Law.

Never let it grab a hold of you.
Remember what it says:
Work expands to fill the time available for

its completion
C. Northcote Parkinson
Here’s a question for you:

Is this the best use of my time right now?
Remember:
Write every day

Magnetic Requirements for a

Successful Professional
Know your Product

Know your Prospect
Know your Competition
Make your Word Law in the Universe
Be a great Time Manager
Excel at Customer Service
Continue to Learn by investing in YOURSELF
Remember: Your level of conviction is what sells
You may only be one skill away

from doubling your income
George Faddoul
You don’t get paid by the hour

You get paid by the value you bring to the hour
Jim Rohn

Magnetic Pre-Copywriting –
Step One
Your Attitude
He that is good for making excuses is

seldom good for anything else.
Benjamin Franklin

Control YOUR State
“The strong man is the one who

is able to intercept at will the
communication between
the senses and the mind”
Napoleon Bonaparte
Remember
“The Loose Canon”

Above and Below the line
The Emotional Vibration Line
High Vibrations
+3 Ecstasy/Bliss/Unconditional LOVE
+2 Appreciation/Love/Joy
+1 Inspiration/Empowerment/Enthusiasm
Truth/Acceptance/Relaxation
___________Above the Line

Below the Line
Nitpicking/ Complaining/ Focus on Negatives
-1 Anger/Frustration/Blame
-2 Sadness/Depression/Guilt
-3 Fear/Anxiety/Shame
Low Vibrations

Presuppositions, Aphorisms &

Affirmations for Prosperity &
State Control
• live in an abundant Universe
I
• I’m a professional ‘Magnetic’ Salesperson
• I’m an awesome trainer
• The Universe wants me to Prosper
• I congruently believe in Abundance &
Prosperity
• Money is Energy
• I pay myself first
• I Project Financial Success
• Wealth is a State of Mind
• Good things come to me easily
• Money is a Valuable and Powerful Tool
• When it comes to Money, I’m in Charge
• I very successfully work for myself
• I associate with prosperous people
• I’m a great Sales person & I’m always
looking for Win/Win Situations
• I sleep well with a clear conscience

Incompletion Vs Completion
Incompletion causes energy to drain
Completion restores energy
My List of Incompletions:
My Commitment to Completion:
I ………………………………… hereby declare that I will
complete the following items by the actual date
that I have nominated:
Situation: Completion Date:
Date & Sign

My Proclamation of Completion:
I ……………………………hereby proclaim that the
following items are now complete in my life:
Date & Sign

Anchoring – Circle of Excellence

The Making of a Copywriter
Here are five Questions for you:

What are you reading?
What are you listening to?
Who are your role models?
Which books have you read more than once?
Which Training Program have you listened to more
than once?
These questions will determine how quickly you

will become a copywriter…
And not only that…they will also…
get you started today…right now… immediately…
An Investment in knowledge always

pays the best Interest
Benjamin Franklin

What are you reading?
Not only Books, but also Magazines:

• Readers Digest / BRW
• Fashion Magazines ie Cosmopolitan
• Health Magazines ie Men’s Health
• Martial Arts Magazines
• Rodale / Agora / Bottom Line Publications
What about Books:

• Reasons Why Advertising by John E. Kennedy
• Ogilvy on Advertising by David Ogilvy
• Scientific Advertising by Claude Hopkins
• Tested Advertising Methods by John Caples
• My First 60 years in Advertising by
Maxwell Sackheim
• Selling the Invisible by Harry Beckwith
• Advertising Secrets by Joseph Sugerman

What are you listening to?
Any Selling Programs

Any Phone Selling Programs
Any Marketing Programs
Any Advertising Programs
Any Copywriting Programs
Etc ...
If you really want to do something,

you’ll find a way, if you don’t you’ll find an excuse
George Faddoul

Who are your role models?
Albert Lasker Pioneer

John E. Kennedy Salesmanship in print
Claude Hopkins Not features, but benefits
John Caples Headline
Victor Schwab Headlines
David Ogilvy Copywriting
Eugene Schwartz Copywriting
Maxwell Sackheim Summaries
Jay Abraham Risk reversal
Joseph Sugerman Advertising Secrets
Jack Trout Every act is a marketing act

Which books have you read

more than once?
Nobody should have anything to do with

advertising, unless they have read
Scientific Advertising by Claude Hopkins
seven times.
It changed the course of my life
David Ogilvy
What about YOUR favourites?

Which Training Program have

you listened to more than once?
The Key to Living, is always learning how to live

Socrates
If you want to be wealthy, study wealth

Jim Rohn
Remember Your:
• Selling Programs
• Phone Selling Programs
• Customer Service
• Marketing Programs
• Advertising Programs
• Copywriting Programs

Step Two
What are you Writing for?

What’s the ‘Big Idea’? What are
You Really Selling? Five Tests!
A Gifted product is mightier

than a Gifted pen
Rosser Reeves

Seven Principles of Success
1. Know your outcome
2. Take action
3. Have sensory acuity
4. Have behavioural flexibility
5. Time
6. Rapport
7. Operate from a physiology and

psychology of excellence

What’s in a name?
Marion Robert Morrison or John Wayne
Norma Jeane Baker or Marilyn Monroe
Reginald Kenneth Dwight or Elton John
Hog Island or Paradise Island
Dormans Cheese or Deli Singles
Toys R Us
Clinique
Zero
With every name comes a Story

The Best Story Wins
Remember:
Perception is Everything

Your Prospect wants to

Avoid PAIN & Gain PLEASURE
What’s a problem your clients might have?

What will happen if you have to go through
that again?
What will happen if we don’t fix this?
What will happen if we don’t introduce
better training?
Then the PAY OFF
What benefits do you see ...
Why would you find this solution so useful?

Is there any other way this could help you?
If we can take care of that for you, what
would that mean for you?
If you are not moving closer to your sale

you probably aren’t doing enough asking.
Jack Canfield

What are You Really Selling?
Remember: Salesmanship in Print
The Horse Shoe Manufacturers did not see

it coming
The Railroad Barons did not see it coming
Vinyl Records/ Magnetic Tapes/ Cassettes/ CDs
DVDs/ MP3s/ IPods etc...
Cars / all Black/ Style / Freedom
In the Factory we make Cosmetics

In the Store we sell Hope
Charles Revlon

SWOT Analysis for Your

Product
S trengths
What do you like about ...
What are your points of difference ...
What’s your ultimate experience with …
What’s your highest expectation from ...
If you can achieve the ultimate ... what would

that be ...
What are the most obvious Benefits and

Advantages to your Prospects from using
your product ...
Why is the product made in this particular way?

W eaknesses
What would you change with ...
What’s your biggest headache with ...
What’s your greatest challenge with ...
Given a chance, what would you improve ...
How will your prospects want to see this

product improve ...
If you had an unlimited budget, how would

you improve the product?

O pportunities
What are you doing to improve ...
What are you doing to upgrade ...
What problem is this product solving?
If you can create your ideal … What would it

be like ...
How’s this product better than the

competition?
How will your product affect your prospect’s

life in a positive way ...
What impact will your product have in helping

your prospect gain pleasure and avoid pain?

T hreats
What do You fear?
What do Your Prospects fear?
What is it that costs them dearly?
What keeps your customers up at night?
What are your client’s worst nightmares?
Who & What makes them as angry as hell?
What frustrates the daylight out of them?

Features-Advantages & Benefits
• Features are factual
• Advantages are what the feature will do for

your prospect
• Benefits are the reasons why the facts

matter
Remember:
Sell the sizzle not the steak
WIIFM ... They have to Say:
• This for me! These guys are the experts!

• This is new, unique, different!
• I’ve never seen anything like this before!
• I can’t imagine where else I can get it!
• I can get it right here, right now!
• I can get it fast, I can get it right away!

The SELL Formula
Show the feature

Explain (That’s the Advantage)
Lead to a Client Benefit
Let the Client Decide
Create “Moments of Truth” or

Magic Moments

Five Crucial Tests!
As you’re writing your copy, remember your

readers “Protection Filters”
1) So WIIFM
2) I don’t trust you
3) It won’t work for me
4) I don’t have the time
5) I don’t have the money
Find the Objections Before You Start
Remember these 5 Tests throughout your
writing, and at every stage of your writing.

Reframe clarify & brag about

your known Objections
Every sale has five basic obstacles:
“No need, no money, no hurry,

No desire, no trust”
Zig Ziglar

Step Three
The ‘Big Picture’ AIDAS
Moments of Truth
The sequence of critical transactions across
each stage of the ownership cycle
Jan Carlzon

A = Attention
Know Your Market
Remember to Anchor:
• Good & Bad
• Pain & Pleasure
as well as anything you might find useful,

such as ...Nostalgia etc…
Ideas are the only true fuel

for winning customers and growing profits.
Doug Hall

A ttention – How?
The Headline
The ad for the ad – John Caples
Your Headline and your

Unique Selling Proposition – USP

Emotional Selling Proposition – ESP

Organisational Selling Proposition – OSP
When you absolutely positively need to

have it there overnight
FEDEX

I = Interest
Know Your Product
Know Your Audience
Know Your Offer
Know Your Guarantee
And Speak in Terms of WIIFM
And invoke Curiosity

I nterest – How?
The WIIFM Formula
That’s the only marketing station that counts
Feature – Advantage – Benefit & let

customer decide or lead to Curiosity
The Egypt tour is all inclusive

Which means no hidden costs
So you can budget before you leave
And that’s important to you isn’t it?
Not I or Me or We BUT You & Your

Your client doesn’t care how great you are!
Your client just wants to know WIIFM…
You / Feature / Advantage / Benefits = WIIFM

D = Desire
Turn Features into Benefits
Make an irresistible Offer
Prove its accuracy
Demonstrate its scarcity
And let the customer decide
And always let the Prospect TRY it out NOW
Don’t Tempt Fate Demonstrate
Don’t test drive this car,

unless you want to take it home,
because you know what,
the last 8 people who drove it bought one.
George Faddoul

D esire – How?
Proof & Testimonials
Paint a picture of how they will get more good

stuff and how they will avoid bad stuff
“This is how specifically

You will be able to benefit,”

You will save money,”

You will have peace of mind,”

You will have increased health.”
And Who says I (Your Prospect) will profit?
Your Testimonials

A = Action
Answer their Objections and use Power Words
for the Call to Action
And remember every act
is a Marketing act

A ction – How?
Make it easy - Risk Reversal
Guarantee
Risk Reversal Strategy

Putting it all together
Call to Action
Designed for your clients to take action now

Not next week
Not later
Not tomorrow
But right now

And you’d better hurry ‘cause it may not last

S = Satisfaction
This is not the end
This is the beginning of a long term relationship
This is where you turn your client into a ‘Friend

for Life’ or a ‘Customer for Life’
This is where Testimonials come from
This is where repeat business comes from

S atisfaction – How?
Under Promise & Over Deliver
Important personal endeavours, including

choosing a marriage partner, maintaining a
friendship, and getting a job require selling.
Selling requires a buyer, reaching the buyer
requires marketing in some form, and when the
sales are made the customers must be cared
for to ensure they will buy from the business
again and also tell others to do the same.
Wes Zimmerman

Under Promise & Over Deliver
Remember to SMILE
For you, this is the moment of truth
For your customer, this is his golden moment

Look at the delivery as the beginning of the
long term relationship AND of YOUR next sale
Make a FUSS
Make the invisible visible AGAIN
Refresh your customers memory on all the

benefits associated with your product/service
Make sure they have your contact details handy
If you have not already done so, now is the time

to ASK for referrals
Remind your customer that your very existence

relies on the next sale they will introduce you to

Magnetic Copywriting – Step One
Your Headline – The Ad for

the Ad
On average five times as many people read

the headlines as read the copy.
It follows then, that unless your headline
sells your product,
you have wasted 80% of your money
David Ogilvy

Some Great Headlines

1. How to win friends and influence people
2. Do you make these mistakes in English?
3. How I improved my memory in one evening
4. Is the life of a child worth $1 to you?
5. To people who want to write – but can’t
get started
6. They laughed when I sat down at the
piano, but when I started to play!
7. To men who want to quit work someday
8. Imagine me – holding an audience
spellbound for 30 minutes
9. New shampoo leaves your hair smoother
& easier to manage
10. Announcing the new edition of the
encyclopaedia that makes it fun to learn
11. 77 reasons why it would have paid you
to answer our ad a few months ago, and
here’s what you can do about it now.
12. Free book tells you 12 secrets of better…
13. How to live to be a hundred
14. How to give your child the top grades in
school he deserves!
15. Why haven’t you and your family been

told these facts?
16. How to avoid lawyers
17. 17 Stocks you should dump right away
18. From 4 packs a day to zero, in 4 hours!
19. Do you remember any commercials you
saw last night?
20. Seven deadly advertising mistakes
21. How to write a good advertisement
22. 100 good advertising headlines … and why
they were so profitable
23. 6 basic principles that have helped build
the fortunes of self-made millionaires
24. You a black belt? Why not?
25. Amazing new method makes drawing easy
26. Your one chance to earn the biggest
money of your life!
27. Who else wants to learn to play …
28. How to get enthusiastic applause – even a
standing ovation – every time you speak!
29. Frankly, the way I see it, there are only
three reasons why you wouldn’t move
heaven & earth to be here ...

30. At 60 miles an hour the loudest noise in

this new Rolls-Royce comes from the clock
31. I like Aeroplane Jelly
32. You oughta be congratulated
33. We try harder
34. I.C.S. The University of the night
35. Steinway The Instrument of the Immortals
36. Often a bridesmaid but never a bride
37. How to give your children extra iron –
these 3 delicious ways
38. Who else wants a whiter wash
39. How to obtain guaranteed credit
anywhere on the planet
40. To Peggy for marrying me in the first place
41. What everybody ought to know…
About this stock and bond business
42. Time for a Kit-Kat
43. The man in the Hathaway shirt
44. 9 out of 10 Screen Stars care for their
skin with Lux Toilet Soap
45. If you don’t like New York why don’t you go
back to where you came from
46. Lazy man’s way to riches

47. Warning
48. Wanted
49. Skinny
50. Jamaica
51. Lemon
52. Think small
53. Which Bank?
54. Phone Wizard
55. Overcome Arthritis
56. Coke is it
57. 3 Free books
58. Louie the Fly
59. Money to Loan
60. Sell your ideas!
61. Hard of Hearing
62. Need more money?
63. Alive with Pleasure
64. An educated failure
65. Why publishers buy?
66. Improve Company Image
67. Dare to be Great
68. Dare to be Rich
69. 7 Steps to Freedom

70. Anyhow have a Winfield

71. Fatten your Bank account
72. 7 Deadly Advertising mistakes
73. Your office on the go
74. How to pay Zero Taxes
75. How to retire with money
76. Is your home picture poor?
77. How to improve your memory
78. The lowdown on Self Publishing
79. The Art of Selling by Telephone
80. How to write a great Advertisement
81. Who else wants to learn to play
82. 7 ways to collect your unpaid bills
83. We’re looking for people who like to draw
84. Kleenex towels absorb 50% more, because
they’re two layers thick
85. Your one chance to earn the biggest money
of your life
86. Here’s a business for $2,000 That can
make you $55.00/hr right from the start
87. Knowledge that has endured with the
Pyramids, A secret method for the
Mastery of Life

88. Fountain of Youth Discovered by little

known civilisation over 2300 years ago
89. Hands that look lovelier in 24 hours – or
your money back
90. The amazing secrets of the hottest
investment of the last 5 years
91. Which of these 5 skin problems do you have?
92. The Chinese secrets of weight control
93. Who else wants to make big money in
Electronics
94. Confessions of an underground property
millionaire
95. Too busy earning a living to make any money
96. Fresh piping hot pizza delivered to your
door in 30 minutes – or it’s free!
97. Give me 2 days and I’ll show you how to be
debt free for life
98. You can laugh at money worries – if you
follow this simple plan
99. How we made $250,000 in our first year on
line ... Now it’s your turn!
100. Released at last – 143 perfectly legal ways
to get a big fat tax refund!

Where do you find them?
Your headline can be found in:

• Your Product
• Your Prospect
• Your Offer including: your Guarantee
• Your Story
• Your Proof including your Testimonials
• Your Scarcity factor including Limited Time
Advice to Copywriters:
When you are assigned to write an ad,
write a lot of headlines first.
Spend hours writing headlines,
or days if necessary.
John Caples

Create a Headline “Factory”

Begin Your headline with Power Packed Words: :
• Introducing
• Announcing
• Presenting
• New
• Now
• At last
• Beginning / Starting / Date
• How
• How to
• Why
• Which
• Who
• Who else
• Wanted
• This
• Because
• If
• Warning:
• Advice
• Free

What’s the Headline for?
It’s the Ad for the Ad. Use your headline to:
• Arrest Your Prospect

• Make a quality announcement
• Make it newsworthy & Editorialise it
• Put a price in your headline, or a reduced price
• Put a date in your headline or a limited offer
• Make a Special Offer
• Feature a payment plan
• Pose a question
• Offer valuable information
• Offer a story
• Offer a test
• Offer some amazing testimonials
• Offer benefits, facts & figures
75% of the buying decisions,

are made at the headline stage
John Caples

Who’s talking to your Target?

Always Remember your “Raison d’être”
Your target is your prospect
Always speak directly to your prospect, be it

a specific person or a group of individuals
Either speak to your target / prospect

directly, or allow your Manufacturer to speak
to your target, or allow the person making
the delivery to speak to your target
Your Prospect gets to say:
• I have to read this now!

• What? Impossible! but I sure hope it is true
• At last someone understands me!
Specificity Builds Credibility

George Faddoul

How long a Headline?
How big should the headline be?
How long is a piece of string?
• One word
• Two words
• Three words
• Four words
• A Sentence
• A Short Paragraph
• A Long Paragraph
• Half the page
WIT
Go ahead, make my day

Clint Eastwood in Dirty Harry

Magnetic Copywriting – Step Two
Your “Armour Piercing” Bullets
The Art of Copywriting

is in the creation of
fabulous penetrating bullets
that hit the target every time!
George Faddoul

Why Bullets?
KISS
Bullets are Most Important on line, because:
Most people don’t read everything,
They scroll, skim & scan
Bullets are vital, because they act as:
Stop Signs
So what are Bullets used for:
Headlines
Sub-headings
The Sales Letter
The Order Form
The Call to Action

What do Great Bullets do?
They Wound
They Arrest
They Penetrate
They Emphasise
They bring a point to life
They make pledges & promises
They get the Reader’s Attention
They create Drama and Curiosity
They list Benefits by converting Features
They get the Reader to say “This is for me”

Bullets as Stop signs
Talk about Benefits
Make every word count
Beware of Big Clever Words
Beware of long sentences (7 to 9 words)

Create an “Armour Piercing”

Bullet Factory
Discover how to …
Be warned avoid ...
The truth behind ...
The seven steps to ...
How to get the best ...
What you must do now ...
18 Miracles of research ...
What’s the safest way to ...
The single most important ...
Why using this simple device will ...
Sex in Advertising – good and bad ...
What two vitamins you can never mix ...
The one Secret you need to know about ...
How to write bullets that penetrate the armour

What are dud bullets?
Fillers
List of features
Water off a duck’s back
Tell the world how great you are
They don’t pass the Five ‘Critical’ Tests
If you want to be wealthy, study wealth

Jim Rohn
If you want to be a Copywriter ... Write!

George Faddoul

You know you’ve been hit by a

bullet when...
You walk past and...

Your life is now miserable
You can’t keep walking without buying
You’ve been teased – you’ve been provoked
You’ve been wounded – you’ve been tormented
You can’t get the good reasons out of your head

Magnetic Copywriting –
Step Three
Your Words & Your Stories
Words are empty sounds.

It is the images back of them that count!
Robert Collier

Powerful & Impactful Words

• Advice to • New
• Amazing • Now
• Announcing • #
• At last • Offer
• A to Z • People
• Bargain • Practical
• Because • Proven
• Challenge • Quick
• Compare • Reasons
• Discover • Results
• Easy • Revolutionary
• Experts • Safely
• Free • Save
• Gift • Secrets
• Guaranteed • Startling
• Health • Step by Step
• How • Suddenly
• How to • The Truth about
• If • This
• Improved • Want
• Introducing • Wanted
• Last chance • Warning
• Love • Who
• Magic • Who else
• Miracle • Which
• Money • Why
• 100% • You
• A Date • Yours

Communicating with Rapport
Communication is:
7% Words
38% Tonality
55% Physiology
VIS AUD KIN Ad

See Hear Feel Sense
Look Listen Touch Experience
View Sound Grasp Think
Clear All Ears Concrete Understand
Picture Rings a bell Get a handle Process
WORDS (7%)
Predicates
Key words
Common experiences & associations
Content chunks

Stories Sell
The great Sales people are great story tellers
Great sales letters incorporate great stories
Remember Metaphors from your NLP Training
Metaphors bypass the conscious mind

allowing the unconscious to accept the story
Stories can be found in and around your product
• The origins of the Product

• How was it developed
• Who by
• What about the ingredients
• Where did they come from
• Do they imply a ‘Secret’
• How have others benefited so far
• Case Studies
• Testimonials
• Success Stories
Remember: Amazing Discovery … implies a story

Become a Great Story Teller

A metaphor (STORY) reframes LIFE into a
more powerful EXPERIENCE.
Everyone needs to come up with a story for:
• You Personally
• Your Product
• Your Business
All the World’s a Stage,

and all the men and women merely players
William Shakespeare
In i–NLP we teach given a choice we prefer

a trivial story well told rather than a brilliant
story badly told.
You get to be the Driver of the Bus, and the

Reader is your Passenger
Remember you might be able to keep some

loops open & get to close them later...

Magnetic Copywriting – Step Four
Your Offer and Bonus as WMD
Make Your Offer so good that only a

Lunatic would refuse to buy
Claude Hopkins

Importance of the OFFER
1) Your Target Market – List 40%

2) Your Headline – catches them
3) Your OFFER – 40%
4) Your Creativity – 20%
In Summary:
Make a Promise
Prove the Promise
Give them reasons to ACT now
Encourage the Prospect to Decide NOW ...
with a Free bonus / Early Bird / Special Gift
or Surprise Gift
The Free bonus can be the catalyst for the Sale

Remember Your Reasons Why ???

Offer and Proof

Make an irresistible offer:
• Free Gift – Free Sample

• Free Report – Free Information
• Free Trial – Free Consultation
• Easy Terms – Free Shipping
• Extended Payment Plan
• No Interest
• Early Bird Savings
• Save Now
• Special Bonus
Always Add a BONUS
And … Prove that it’s true, using everything at

your disposal:
• Any case studies you might have

• Any Testimonials you can get your hands on
• Any specific information or numbers
Tell the reader:

Don’t take my word for it
Try it out for yourself

Every Act a Moment of Truth

Approach any medium, be it:
• Phone
• Email
• Brochure
• Advertisement
• Web Site
• In fact any Interaction…
With a SMILE
Remember:
Every Act is a Marketing Act – Harry Beckwith
This is your ‘Bread & Butter’ and ...
You want a FRIEND FOR LIFE
Remember:
Robert Cialdini
Why?
Because

Magnetic Copywriting – Step Five
Your Risk Reversal
If you want a Guarantee

Buy a toaster
Clint Eastwood

Jay Abrahams’ Ponies

The better the Guarantee ... The better the Sales ...
• Risk-free trial
• No Questions asked
• 100% Money Back Guarantee in Writing
• Take a Free look, I won’t process your cheque
for 30 days
• Don’t pay for it now, postdate your cheque for
30 days – Guaranteed in Writing
• If your car is stolen we’ll pay you $500
• Delivered in 30 minutes or less or it’s FREE
• Your money back PLUS 10% as a Thank You
• Absolutely delighted, or your money back with a
smile, plus 10% as a Thank you!
• Have it in your hot little hands for 30 days
before you say Yes, Yes, Yes
• No competitor dares match this guarantee
• Double no Triple Guarantee
• Invite them to try now & if you don’t like it
return it
Remember:
Long Term Guarantees reduce refunds

Magnetic Copywriting – Step Six
Your Call to Action
Credit card facilities and

a phone number
always increase the response rate

Maintain Dialogue - Assume the

Sale & Go for the Call to Action
If you opened the door properly,

closing it is Easy
Remember the YES set
There is only one way...

to get anybody to do anything. And that is by
making the other person want to do it.
Dale Carnegie

80/20 Rule
Connect Emotionally and Intellectually.

Can we go ahead…!
You want to start right away, don’t you?
How soon can we start! Simply pick up the …
Why don’t you just take it and give it a try!
you have nothing to lose and everything to gain,
just go ahead and reserve your place!
Words that kill sales:
BUT in the wrong place instead of AND…

Cost/Price = Investment
Sell/Sold = Took it home, got involved
Contract = Paperwork or agreement
We don’t close sales, we begin relationships
When dealing with people, remember

you are not dealing with creatures of logic
you are dealing with creatures of emotion
Dale Carnegie

How Do I Order From You?

Here’s your next step ...
• Simply fill out the enclosed registration form
• Simply call now toll free on 1800
• The smartest decision right now is to jump
on the phone and dial 1800
• Avoid disappointment, grab your spot
now before somebody else does call 1800
right away
• Again, this is a time sensitive offer.
You’ll get the works, but you have to get
online now at www.qcseminars.com and
register immediately
• Act now or you’ll miss out on ...
• Order before the end of April and you’ll
receive a Special BONUS
• This event starts xx/xx You’re either
there or you miss out. Bookings close xx/xx
• Frankly I’m puzzled… You didn’t respond
• I was sceptical, but…then I tried it
• My accountant thinks I’m crazy

Magnetic Copywriting – Step Seven
Your Copywriting for the Body
Rehearsal is the WORK

Performance is the relaxation
Michael Caine
So Rehearse, start writing every day for at

least 30 minutes with no interruptions.
Your writing is like a muscle,

You need to exercise it.
George Faddoul

Write with WIIFM Benefits

Linking Needs/Wants/Values to
Product/Service
Be enthusiastic & confident yet comfortable

Write conversationally, just as you speak
No one cares how great you are, WIIFM
Highlight the benefits to your reader
Be positive about your Product
Remember Specificity builds Credibility
Read your Copy aloud to make sure it flows nicely
If it doesn’t sell, it isn’t creative

David Ogilvy

How Do You Launch yourself

into Copywriting?
Ironically a ‘Copywriter’ should start by being …
1) A Great Listener: You have two ears, one

mouth – you don’t need the ‘gift of the gab’
you need to be an attentive, curious and
interested listener
2) Get to know your ‘Product’ and your
‘Target Audience’
3) Do a SWOT analysis
4) Refine your Offer and Risk Reversal
5) Remember “Salesmanship in Print” which
really means “YOU” on “Paper”
6) Remember: A) A.I.D.A.S.
B) S.M.A.R.T.S.
C) W.I.I.F.M.
7) Start with: Bullets, Headings & Headlines
8) Write the ‘copy’ Remember the BONUS
9) Make sure you anticipate and answer, in fact
brag about Your objections
10) Summarise
11) Have a strong “Call to Action”
12) Remember Colombo: Always have a P.S.

Just for Starters:
• Tell a story or metaphor ...

• Ask a question ...
• Invite the reader to ...
• Challenge your prospect ...
• Ask your future client for assistance ...
• Restrict the offer to your audience ...
• Paint a picture of a different future ...
• Ask them to do something ...
• Make a news worthy announcement ...
• Let your readers know they are one of us ...
• Make your reader an Offer ...
• Use connecting words ...
Tease them and send them on a Treasure hunt
Get them involved (Imagine or Get Your

Calculator out) etc...
At every stage:
1) Answer the question Why? ...Because &
2) Check the 5 Crucial Tests on page 58

How Long the Copy?

• WIT
• 10/20 words ... to
• 6,540 words New York Times
Always write for two types of prospects

1) The word by word reader (the minority) &
2) The skimmer & scanner (the majority)
Always make available both paths, using:

• Headlines & sub headlines
• Bullets
• Visual Aids
• Underlining
• Highlighting – yellow words stand out great
• Diagrams or Pictures – always with a caption
There is just one reason why your prospects

will keep reading – They expect a reward –
That’s the key to holding their interest
Robert Collier

P.S. Jim Rohn ½ dozen things

that make a difference:
Check your sales letter, website, speech or
presentation:
Review – structure, content & delivery
Get rid of the I, I , I or the WE, WE, WE
and add lots of YOU
If in Person:
More eye contact, less I, more you & stories
– will help you connect emotionally
Remember a Yes Set will get you more –

INVOLVEMENT and COMPLIANCE
Always use a P.S. (The Colombo approach)
Reinforce by summarising the offer at the end
Read your writing aloud to make sure it flows
P.S. Always strive to improve one step at a time

Magnetic Post-Copywriting –
Step One
Format & Layout
Eye Path is Crucial

The eye of the reader moves from the
Top Left Hand side (Headline – Photo etc...)
To the Right Hand Bottom
(Call to Action – Cut out box etc...)

Use a Template
Pre-Headline (left aligned)
Headline (Centred)
Sub-Headline (left aligned)

• Bullets (alternate between bold)
• Bullets (and normal)
• Bullets
Text Text Text Text
Testimonial Box
Always put a caption under any photograph or

illustration
Remember Short sentences are punchy

Short paragraphs get read more
Remember Your Contact Information – preferably on
every page!
Always use a P.S.

Step Two
Graphics
Like me, Lasker hated reverse type,

if it was natural to read that way, the
New York Times would be printed that way
David Ogilvy

Graphics! Vital or Overrated?
No to:
Special effects, Unusual fonts & Reverse type
YES to:
Eye appeal, Project the Right Image, that’s
your image projected to your target audience
TYPE of Font:
Serif Preferable on paper
Sans Serif Preferable on glass
Size of Font: 12 points minimum
Size Matters: Headlines in Bigger size
Special Treatment:
italics, underline, yellow highlights
Women:
Like photos of children & Women
Men:
Like photos of anything with an engine,
plus women

Step Three
Test, Test, Test
There are only 2 rules in direct marketing,

Rule 1, Test everything.
Rule 2, Refer to Rule 1.
Richard Benson

Which Ad pulled better?
• 50% Off
• Buy one Get one Free
• Half Off Sale
• Fire Sale! 50% off everything in the
store because of our recent fire
• Are you afraid of making mistakes in
English?
• Do you make these mistakes in English?
• Two-thirds bank financing on silver & gold
• If gold is selling for $300 an ounce, send
us just $100 an ounce and we’ll buy you all
the gold you like.
• Tension Headaches?
• When Doctors have a headache, what do
they do?
• This is a Millionaire Maker. Can he make
you rich as well?
• If you have 20 minutes a month, I
guarantee to work a financial miracle in
your life

Test one thing at a time
Test Headlines
Test Offer
Test Price:
Ted Nicholas says Test Price ending in 7...
‘Nothing is difficult once you learn how to do it’
Ancient Wisdom

What Next?
Don’t Major on the Minors

Don’t Wish it was easier Wish you were smarter
Jim Rohn
The difference between you now and you in

5 years will be the books you read and the
people you meet
Charlie Tremendous Jones
The difference between you now and you in 5

years will be the books you read, the people
you meet and the seminars you take
George Faddoul

Questions to Generate & Gain

Testimonials
What do you think of our service?
What did you like about buying from us?
Why did you buy from us in the first place?
What problem did you have before you

bought from us?
How did we help you solve those problems?
How are things better for you now?
Would it be OK if I email you a testimonial,

then feel free to edit it and send it back to
me on your letter head. Would that be OK?
If you want an unfair advantage

ASK for referrals and testimonials
at every opportunity

Copywriting Check-List
1) Does your Headline pass the 5 BS Tests?

2) Do your Bullets ‘Wound’?
3) Is the piece pleasant to the eye?
4) Have you read it aloud?
5) Does it flow nicely?
6) Can you hear and distinguish AIDAS
7) Have you counted the I, We & You’s
8) Are your ‘words’ provocative? Do they
trigger the right emotions?
9) Do you have an irresistible offer?
10) Have you proved all your claims?
11) Do you have a great ‘risk reversal’?
12) Do you have a strong ‘call to action’?
13) Do you have a great P.S.

How to get to the sweet spot-

Elements of Effectiveness
Remember your i-NLP Foundation Principles:

• Cause and Effect
o Your Reasons and Your Results
o Your Word – Law in the Universe
• Perception drives Behaviour
o Clean up your Intention
o Pay attention to your Resistance
• Response-Ability for Change
o Surrender to the process
o Don’t die to be right
Remember your i-NLP Presuppositions:

• If what you’re doing is NOT working...
o Admit it
o Change it
• You have all the resources you need...
o Calibrate Present and Desired State
o Find what’s missing.

Remember your i-NLP Principles for Success:
• Know your outcome

• Take Action
• Have Sensory Acuity
• Have Behavioural Flexibility
• Time
• Rapport
• Operate from a physiology and a psychology
of excellence.
Remember your Winning Qualities:
• Listen attentively
• Be “Interested” NOT “Interesting”
• Focus on what you want
• Think outside the ‘Box’
• Add value to all your interactions

Business Needs Analysis
• Why do you think you need me?

• How’s business?
• What are your main Problems?
o What are your main Strengths
o What are your main Weaknesses
o What are your main Opportunities
o What are your main Threats
• What do you measure?
o Leads
o Conversions
o Effectiveness
o Marketing
o Employees
o Closing Ratios
o Break Even Points
• What Growth are you looking for?
o What are your Objectives?
o What are your Projects?
o What are your Tasks?
o What are your Sub-Tasks?
o What’s in your to-do list today?
o Does everyone have a to-do list?

• What have your employees learned?

o Where’s their curriculum?
o What’s their learning curve like?
o Where are they in relation to the 5
steps to learning?
• What do your employees think they need?
o Has anyone ever asked them?
• What are the reasons why some prospects
don’t buy from you?
• What objections do you mostly get?
o What are the top 5 objections in
relations to Sales?
o What are the top 5 main issues in the
business?
• What about the phone?
• What about Loyalty Programs?
• How’s Staff Morale?
o How many sick days do they get?
o What’s your entry level staff turn-over
like?
• What about Customer complaints?
o What are the 5 main ones?
o What’s the one that hurts you the most?

• What about Debtors?

o What’s the Oldest?
o What’s the Average?
• What about Old Stock?
o What’s the Oldest?
o What’s the Average?
• How’s your Bottom line trending?
• How are your Margins trending?
• Do you have a Vision/Mission Statement?
o How was it put together?
o Does everyone relate to it?
o Is everyone in alignment with it?
• Do you have and encourage written goals?
o Are they regularly updated?
o Do you have sufficient guide posts along
the way?
o Do you have a warning system that
activates when you are off target?
• If you had a Magic Wand what would be
the one thing that you’d like to see happen
straight away?

Sales
Every act is a marketing act:
• Check your Attitude
• Prospect/Find leads
• Meet & Greet – Build Rapport
• Qualify to find need, want & values
• Link need & values to your product or

service by Presenting WIIFM benefits
• Be prepared, reframe & clarify

Objections
• Maintain dialogue and assume sale
• Ask for referrals and testimonials
• Deliver and follow-up

Your Positioning in the Market

Glossary

Notes

Put a Goal in Your Future 1

Let’s take a Magic Carpet Ride
Reach for your

Aladdin’s Lamp
One Wish
Last Step
Make an Internal Representation

Step into it, looking through your own eyes
(Associate)
Adjust the SMD – Control Panel

Fine Tune your I/R using your Control Panel

Put a Goal in Your Future 2

Let’s take a Magic Carpet Ride
Step out of your I/R leaving your body in it

See yourself in picture (Dissociate)
Now take it with you and ...

Step onto your Magic Carpet
Allow your Magic Carpet to take you to the

right time in your future
Be happy and grateful Knowing …

That the Universe is Delivering

Magnetic Copywriting

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Magnetic Copywriting

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Magnetic Copywriting - The Ultimate Copywriting Training

Quantum Change Seminars

© 2009 Quantum Change Seminars Dedicated To Your Success 1

The History of Advertising could never be

© 2009 Quantum Change Seminars Dedicated To Your Success 2

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The Peter Principle.....................................................................................................................33

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Why is Magnetic Copywriting

Have you ever had to use pen & paper to

Have you ever had to persuade anyone to

Are you losing sales because your Marketing

Are you a victim of myths and copywriting

If so then Magnetic Copywriting is for you!

The fact is, every business

© 2009 Quantum Change Seminars Dedicated To Your Success 8

Seriously ‘Direct Mail’ Copywriting is

© 2009 Quantum Change Seminars Dedicated To Your Success 9

• Acquire a blueprint for Copywriting

Remembering that ...

© 2009 Quantum Change Seminars Dedicated To Your Success 10

What can Copywriting be used

• Mail Order Selling

• Raising employee Morale

© 2009 Quantum Change Seminars Dedicated To Your Success 11

Other Trainings available

v We strongly recommend you learn NLP

• i-NLP Practitioner Certification

• The Best Therapists are ...

... NLP Trained.

v Quit Cigarettes in 60 mins

v A Journey of Discovery ...

© 2009 Quantum Change Seminars Dedicated To Your Success 12

Who will get more value from

The person who has an open mind

The person who is open to new possibilities

The person who is willing to learn

The person who incorporates feedback well

The person who is prepared to practice

The person who is ready to give it their best

The person who is willing to do WIT

Do not measure your life by your goals,

© 2009 Quantum Change Seminars Dedicated To Your Success 13

Get the best from this training

Genius is the ability to hold two opposing

Key Concept for a Professional Sales Person:

© 2009 Quantum Change Seminars Dedicated To Your Success 14

• This is an Intensive Training

• Keep an Open Mind

• Remember to … Have fun!

© 2009 Quantum Change Seminars Dedicated To Your Success 15

What is this training about?

It’s about setting an intent to transform you

The Art is hiding the Art

© 2009 Quantum Change Seminars Dedicated To Your Success 16

Where are you from?

How did you hear about this training?

What’s your background (briefly)?

What would you like to get out of this training?

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