30 Minute Miracle

8/2/2019 30 Minute Miracle

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Welcome

Firstthingsfirst...thankyouverymuchforpurchasingthiseBook.:-)

MynameisLouisAllportofReprintRightsEveryMonth.comandveryrecentlyIteamedupwithtopAustraliancopywriterBrettMcFallofAdSecretsRevealed.comtobringyouthisproduct:"The30MinuteMarketingMiracle".

Brettisknownas"The30MinuteMarketingGenius"ashehastheuncannyabilitytosendbusinessownersontheirwaytothousands(eventensofthousands)ofdollarsinextraprofits,afterjusta30minuteconsultation!

AndinthiseBookyoullreadandhearfirst-handproofofthat.Butevenbetter--Brettrevealsexactlyhowyoucanquicklyandeasilygrowyouradvertisingresults(andprofits)too.

Sincerely,

LouisAllport

The30MinuteMarketingMiracleisanexclusiveproductof:

ReprintRightsEveryMonth

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TableOfContents

TheAudio&SampleAdvertisements:

Pleasevisitthisaddresstodownloadtheaudioandsampleadsforthisproduct:

http://www.allportpublishing.com/30Mins

Ifyouarepromptedforausernameandpassword,pleaseuse:Username:thirtyPassword:mp3

BrettMcFallsPowerCoachingSession#1-ElizabethMossBrettMcFallsPowerCoachingSession#2-BrettPurserBrettMcFallsPowerCoachingSession#3-JanDenford

YourBonus:The7SecretsOfMoneyMakingAdvertising

AboutBrettMcFallAboutLouisAllport

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BrettMcFallsPowerCoachingSession#1-ElizabethMoss

HiElizabeth-howareyouenjoyingthecourse?

Reallygood.

Gettingsomegoodvaluefromit?

Yeah,well,itsactuallyquiteinteresting.Wehadreceivedasalesletterandweboughtyour"TheInsideSecretsofAdvertising"course,onitsown,andthenIwenttoasalesseminarandthroughvariouscontactsendedupdoingaBusinessMasterycoursethroughNationalInvestmentInstitute.

Yes,good.

Andtheygaveusanotherone!Butthatsallright.

Yeah.

Sono,itsallreally,really-werecertainly-thingsarechangingforthebusine

ssandwevebeenabletoimplementlotsof-well,asmanyofthethingsaswepossiblycanandthisislikethefirstchancethatwevehadto-like,weveworkedonourMissionStatementandProductGuaranteesandallthatstuffandnowwewanttosendthismailadoutandthatsjustlikeacoverletter.

Good

Sowewantto,hopefully,getthebestone,togetitallfixedupandgoingwell.

Iwanttogetstuckintotalkingaboutthisactualmarketingtoolyouvesentme.Itisaletter-isthatwhatyourecallingit?Acoverletter,anditsgoingwithsomethingelse,isit?

Yeah.Itwillgowithabrochure.

Abrochure?Andwhatwillthebrochuretellthem?Justwhatproductsyouhave?

Yeah,itsjustoneparticularproductthatweretryingtotarget.

Yep.Whatisthatproduct?

ItscalledaGermozone-itsanozonegenerator.

Itcleanstheairautomatically,doesntit?

Yesitdoes.Yes.

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Good.OK.Iperhapswanttojustsortofmoveyourbrainalittlebitoutoftheboxhereforasecond

andjustperhapschangeyourstrategyalittlebit,andtheresgoodreasonforthat.

Illstartherefirst.Basicallyyourwholestrategy-Iwanttotalkaboutthat.Ifitsgoingtobeacoverletterthenitshouldactuallyreadlikealetter-asifyouwereactuallywritingthislettertoafriend.Youknow,"DearJohn"-orifyoudonthavetheirnamethen"DearFriend"?OK?

Andnoletterheadatthetop.Youcanputyourbusinessnamedownthebottomifyouwant-ImeanImjusttalkingaboutactuallydoingthisinyourcomputerprogram,whereyouactually,downthebottom,typeyourbusinessnameandaphonenumberifyouwantto.

Butdontputitonletterhead?

No.Imsaying,makeitaletter.Makeitaletter.Andifthatstoohardforyouthenputitonaletterhead,gowiththatanyway,becausewhatIamabouttotellyouwillhelpy

ououtregardless.ButIwanttogiveyouanoverallstrategyhere:welikereadinglettersfromfriends,butwedontlikereadingads.

Yep.Sure.

Andyouvegottoputyourselfinyourcustomersshoes.Whentheyreceivethistheyregoing,"Whoaretheseguys?E-hygiene.Neverheardofya.OK,whatveyougot?Whatveyougot?"Youknow.Andtheymakeadecisionlikethat."Whoaretheseguys?Whataretheydoing?"

Andifyouhaveanice,invitingletteryougetpastthatwholeapproach.Theythink,"OK.DearJohn.OK.Blah,blah,blah."Anditsawholedifferentfeel.

SothattheoverallfeelingIwanttogiveyou,Imgoingtotellyouhowtodothatinjustasecond.Butwithsomethinglikethis,withyouroffer-Imunclearastowhatitis.Whatexactlyareyouoffering?This"Free14daytrial"ofwhat?

TheGermozone.

Sotheycanactuallyhavetheproductintheirplacefor14days-andthendownthebottomtheresafreesurveyandreportvaluedat$195.00.Whatsthat?

Wellbasicallywhatwelldoissurveytheirpremises,likealltheirwashroomareas-becausewereaimingitat2specificindustries:oneislikeleisurecenters,swimmingpools,gymsandplaceslikethat,andtheotheroneishotelsandmotels.


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FirstofallImdoingtheleisurecenteroneandwhatwelldois,wellgooutandsurveyalltheirtoiletsandalltheirvariousroomsand...

Andtellthemwheretheyneedit.

Thatsright.AndthenIllgivethemafullpresentationwithbrochures.Itsallboundupinanicebookletlikeareportshowingwhattheyvegot-sometimestheyhavesomethingexistingthatmayormaynotbedoingagoodjob.IfitsdoingagoodjobthenIllputthatinthereport.

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Good.Iunderstandthat.TheotherquestionIwanttoaskbeforeIstartis,howmuchistheactual

productgoingtocostthem?

Its$259.00

Andthatsjustaflatcost.$259.00.

Yes.

OK.Hereswhatweregoingtodo.Ithinkwhatyoucoulddowiththeseguysisthat-inorderforthemtohandovercash,a14daytrialisgood.Theycantryitoutandseeiftheylikeit,seeititsasgoodaswhatyousayitis,andthendecidewhethertheyregoingtogiveitbackortakeiton.

Thatsgreat.SohereswhatImsuggestingyoumightwanttopositionthemas.Withtheletteryouresaying,"DearFriend",underneathitsaythis-andagainyouregettingthisonaudiotapesoyoudonthavetotakethisdownwordforword.

Allright.Imsittingherewithmypen

"DearFriend,WithyourpermissionImgoingtosendyouaGermozone...whichwillcleansetheairofyourworkenvironmentandspreadabeautifullylightfragrancethroughout...freefor14days.Why?WellIhaveafavortoaskyou..."

Thatstheintroductiontoyourwholeletter-andImaynothavethattotallyclinicallycorrect,withwhatitactuallydoes,butthatswhatIwanttogiveyouasatemplate.

"WithyourpermissionIamgoingtosendyouXYZproductwhichwilldothis,whichwilldothat,andImgoingtosendittoyoufreefor14days.WhyamIgoingtodothis?Well,Ihaveafavortoaskyou."

Andthenyougoonintheletterandsay,"ThefavorIwanttoaskyouisthis:ifyoutakethisonboard,youtellmewhatyouthinkofthisproduct.Icantellyouthatitdoesthis,this,thisandthis,butIwantyoutotellme.Youdiscoveritforyourself."

"For14days,noobligation,nopressure,nonothing-andifafterthat14days

youwanttokeepit,noproblematall.Wellworkoutaspecialofferforyou.Ifnot,justhanditback,noproblemswhatsoever."

Totallyrisk-freeopportunity.Andthatswhyitssuchagreatideaforyoutodothis.Butthepresentationofittothemhasgottobeclear."Wewouldliketogiveyouthis.Infact,callrightnow,wewillsenditstraightouttoyoutoday.Youllhaveittheretoday,orifnot,


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wewillinstallitforyoutomorrow."Tellthemexactlywhatwillhappen:iftheycallnow,exactlywhatwillhappen.Sotheresnoambiguityaboutwhattheofferis.

Sure

OK.ThatsthesortofapproachIwouldtake:"WithyourpermissionIamgoingtosendyousomethingforfree".Thatsalovely,warm,nottoopushy,approachtoselling.

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Nowthethingthat-IveprobablyconfuseditabitbecauseIwasabitconfusedabouthowtogetthepointacross.TheGermozonecleanstheair,buttopromoteactualfragrance,wehaveanotherunitwhichisanautomaticairfreshenerwhichactuallywillpromotefragrance.

Yourenotgivingthatwiththisoffer,areyou?

Well,wecould,wecouldofferthatasatrialaswell,becauseitsthesamething.Imean,usuallywhenwetrialanyoftheseunitstheydontcomeback.

Theydontcomeback?Theclientkeepsthem?

Yeah,theywork.Yeah,theystay.

Soisthattheonethatcleansestheair,ortheonewiththefragrance?

Bothofthem.

OK.

Buttheyrefor2separatethings.Soonesortofcleansestheair,butthen-sayforexampleitsagymandthewashroomisreallysmelly.

SoyouputtheGermozoneinthereanditwillcleanseandcleantheairinthere.Andtheninthereceptionareatheymightwanttopromoteanicefragrance,sowedputtheautomaticairfreshenerdispenserinthatarea.

OK.Heresallyouneedtodo.Ifboththoseproductsarefantastic,thatsgood.Youcantestboth.Youcouldsendoutonelettertoonemarket,andonelettertotheother,andse

ewhichoneappealsthemosttothem.Thatsnoproblem.Butdontofferboth.

No,notatthesametime.

No,justgoforone,getyourrelationshipgoing,andthentheothersaleswillcomefromthat,noproblematall.Justtellthem,"Iwanttoputthisinyourplacefor14daysanditsgoingtodothis,itsgoingtodothat,itsgoingtodothis."

Tellthemallthebenefits.Listthebenefitsdownthepageinbulletform,justlikeyouvedoneinthis

ad,buttellthemspecifically.Evenifyoucanjusttellthemscientificallywhatitdoes,"Itsgoingtoremove97.3%oftheairbornebacteria","Itsgoingtodothisandthat".Whateveryoucanputintocreatecredibilityaroundit-"Itsyoursfree.Youvegottocallmetodayandyoucantryitoutforyourself.Youwontbelievetheresults."

Atotallyrisk-freeoffer.Anybusinesscanusethis,andyouvestartedtouseit,butitjustneedsto


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re-positionalittlebit,andyoullgetthisgoingthroughtheroof.

Whatyoumightalsobeabletodoistrythisotherheadline,andwhatyoushouldbedoingis:ifyouregoingtogoouttosay1,000businesses,letssayforexample,withabout250ofthemyouwanttohaveaheadlineforthoseguys.Andthenext250adifferentheadline,oradifferentoffer.

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Youwanttosplitthat1,000into4differentoffers.And1ofthoseofferswillbestrongerthananyoftherest.AndthatbecomesyourSuperOffer.

Butonlyyourpubliccantellyouwhatthebestofferis.Iguaranteeyoullprobablygetitwrong.IalwaysdoifItrytopredictwhatitsgoingtobe,andIvebeendoingthisfor14years.Sonevertryandpredict-yourcustomerswillalwaystellyouwhatappealstothem,becausetheyretheoneswhoareinthemarketforitandsotheyapproachittotallydifferenttowhatyoudoasabusinessowner.

Youmightbeabletoapproachwithaheadlinelikethis:

"Hereshowtoeliminate97%ofairborneandsurfacebacteria(thekindofbacteriawhichcouldbemakingyouandyourstaffsick)injust30seconds"

Andnowwhatthat30secondsisaboutisthe30secondphonecallitsgoingtotaketogetit.

Thatsallitsabout.Itssortofacutewayofdoingit,OK?NowIvehadtomaketh

tup.Idontknowwhetherthatstotallytrue,butIwanttogiveyouthattemplatesoyoucandosomethingwithit.

No,itistrue.Thatistrue.

OK."Hereshowtoeliminate97%ofairborneandsurfacebacteria"andtheninbrackets"(thekindofbacteriawhichcouldbemakingyouandyourstaffsick)"endofbrackets.

Whataboutcustomers?

Yeah!Sure!Absolutely."Youandyou

"Youandyourstaff"

"Youandyourstaff"-OK-dependingonwhereyouthinkitsgoingtogo.If...

Thisoneistargetinggyms.

OK.Wellthen"Itcouldbemakingyouandyourcustomersick".Thatcouldbeanoption.Absolutely.Imnotsureofthescientificbasisbehindallthat,butyeah,Iguessitsapossibilitytoo.

Soattheendofthebrackets"injust30seconds..."Andthenyouwouldtell

themintheletter,"Youdontrealizethatjustinyourregularworkplaceyouvegotallthesebacteriaaroundtheplace.Itscreatedbythis,itscreatedbythat,itscreatedbypeoplewalkinginandevenjustsneezingonatable.Thathappens.Youpickitup,rubyoureye,getacold.AgainImmakingthisupElizabethtogiveyouanexample.

Wellactuallythatscorrect.


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OK.Soyousortoftalkthemthroughthis.Yousay,"Thisisallhappeninginyourworkplaceanditscostingyoudowntimeonthejobanditcouldbemakingyourclientssick,andyoureresponsibleforit.Youcanhavethisfixedupin30seconds.Justcallmenowandwithin30secondswellhaveaunitstraightouttoyou,direct,freefor14days".Itsanirresistibleproposition.

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Itis,isntit!

Itis.Youcannotbeatit.

Peoplesay,"Yeah.Illtryitout".Noobligation.Makesuretheyknowitsnoobligation,noquestionsasked.Youtellmeifitsworthwhile.

Whenyoudeliverittothemyouvegottostarteducatingthemtothis.Justsay,"Look,herestheproduct,andIwanttotellyousomething.Beforeweinstallthisforyouyouvegottorealizesomething.Thisequipmenthasbeenresearchedforthepast12years.Itremoves97.3%ofbacteria.Hereshowitdoesit.Itdoesthis,thisandthis."

Sothepeopledontjustseethisboxonawallandthink"Yeah,Iguessitworks".Youregoingtohavetoeducatethem.Theycannotseewhetherbacteriahasbeenremovedfromtheair,youregoingtohavetotellthemhowitworks.Whyitworks.Andcreateapictureintheirmindofwhatitsdoing.Thethingsthatitssavingthemfrom.Itssavingthemdowntimewithpeople

offwork.Itssavinganyonefromgettingill.Itssavingthemfromhavingbadair-andifyoureinagymyouneedgoodqualityair.Soyouvegottoremindthemofallthesethings.Educatethemtothevalueofit.ThatswhatIdbedoing.

Noworries.

Anotherapproachcouldbethis.ButbeforeIgotothatapproachIllgiveyouanotherheadline.

"Ifyourworkplacealwaysseemstohavealingeringsmellorodorthatyou

cantgetridof,thiscouldbethemostimportantmessageyoureadallday"

Thatsjustanopening.Itsays,"DearFriend,"or"DearJohn,Doesyourworkplacealwaysseemtohavealingeringsmellorodorthatyoucantgetridof?Thiscouldbethemostimportantmessageyoureadallday."Areally,reallysimplemessage.Areallynice,simpleopeningparagraphthatsgetspeoplelockedontoyourletter.

Iwastryingtothinkhowtosaythat.

Yeah,anditssosimple.Onceyouhavethattemplateyoucanusethatonanyprod

uctyoureselling.

Yeah

Templateopeningparagraph.Yeah."Ifyourworkplacealwaysseemstohavealingeringsmellorodor...thatyoucantgetridof"-youmightevenput"thatyoucantgetridofforloveormoney...".Youknow,makeitmoreemotional-"thiscouldbethemostimportantmessageyou


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readallday.Hereswhy:"Andthenstarttellingthem.

Goodone.

Now,thisnextapproachIwanttogiveyouissomething-justsaythisapproachdoesntworkforyou.Ithinkitprobablywill,butletssayitdoesnt.Youshouldhaveanotheroneupyoursleeveanyway.

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"Freereportreveals17simplewaystoeliminateodorsinyourworkplaceand

havefresh,cleanairthroughout"

Thatsalltheletterwouldoffer.

Afreereport.Theresnotalkofhavingitinyourplacefor14days,noneofthat.Itsatotallydifferentapproach.Itsaboutgettingpeopletosay,"OK,well,yes,sendmethereportandIllcheckitout".

Itsliketakingbabystepsasopposedtohavingthemstartingthisrelationshipwithyouandhavingoneofyourstaffcomeout-therearepeoplewhodontwantthat.Theythink,"Oh,theyregoingtotryandsellmesomething,Ijustknowit!"But"Yeah,freereport.Yeah,Illgetthat.ThatsOK.Theresnocontactthere".

Andiftheyhaveafreerecordedmessagetocallinto,toleavetheirdetails,youllgetevenmoreresponsebecauseitmeanstheydonthavetocontactanyone?

Oh,OK.

Whenwedontknowacompany

Iwouldgivethemafreereport,butnothavinggoneoutthere-justwithallthegenericsofthestuff.

Isthatwhatyoumean?

Imsorry,Imnotwithyouthere.Whatdoyoumean?

Thatwedofferthemafreereport

Youdjustmailitout.

Yep

Justmailitouttothem.

Yep.

Buttheyleavetheircompanynameandaddressonyouransweringserviceoransweringmachine.Thatswhatitneedstobereally.Setupaseparatephonelineifyoucan.Theyl

eavetheirdetails.Yousay,simply,"WelcometoE-hygiene.com.au.Ifyourecallingforyourfreereport,called"SeventeenSimpleWaystoEliminateOdorsfromyourWorkplace"simplyleaveyourdetailsafterthebeep."

Andtheysay,"ImJohnSmithfromsuch-and-sucharestaurant.Thankyou.Blah,blah,blah".


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Andthenyouhavetheirnameonyourdatabaseandyoucangobackforthemlateron,anyway,tocontactthem.Butyoujustwanttogetthemtosay,"OK.Yeah.Iminterestedinthatsortofstuff.Myplacestinks!Thanks.Idjustlovetoknowhowtodothat."

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Butinthereportyoujustsimplyshowthe17ways,andmaybethe17waysareactuallyyour17products-thatcouldbehowyouapproachit.

Itmightbe7ways,not5ways,thenumbersnotimportant.

Andyoumightjustsay,"Look,thefirstwayyoucangetridofodoristodothis,thisandthis."Theyneedtocleaneveryday,youdothisandyoudothat.Butoneofthose5waysmightbeusingyourproducts,sotherearedifferentwaysyoucanwritethereport.

Yeah.Exactly.WellthatswhatIdotryanddo,youknow.Thingsthattheyareusing,Iencouragethemthatthatsgoodaswell,butthentheycanaddthingsandwhathaveyou.Youdontwanttogoaroundandslappeoplearoundandsay,"Look,whatyouredoingiscrap".

No!Peoplehatethat.Peoplehatethat.Oh,andanotherreportmightbethis:

"Freereportrevealsthehiddendangersofworkinginnearlyeveryworkplace

...includingyours...whichcouldbemakingyourstaffsickandcostingyoutimeandmoney"

Andthatsmoreofadramaticreport.

Probablygoingtobemorehard-hitting.Probablygoingtogetmorepeoplecallingforthatone,Ithink.

"Freereportreviewofthehiddendangerofworkinginnearlyeveryworkplace,includingyours,whichcouldbemakingyourstaffsickandcostingyoutimeandmoney".Peoplewouldmost

probablyberingingjusttofindoutwhatthehellthatis.Justoutof

Outofcuriosity

Yeah.Thatsit.Theywanttoknowwhatthatis.Sothatsanotherwaytoapproachthismarket.Youvegot2good,strongwaysnowtodothatandyoumightfindthat,look,givingawaytheproductfor14days,80%ofpeopleendupkeepingitanditsgreatforyou.Thatsaworthwhileofferforsure.

Youmightfindthatpeoplesay,"No".Maybetheyrenotreallyinterestedingoing

thatfarupfront,buttheymightwanttotakethefreereport,andthenyoucanmaketheoffertothem.Onceyouveestablishedsomecredibility.Andthesefolks,hopefullyyoucanringthemupandsay,"HeythereJohn.DidyougetthatreportIsentyouout?Good.OK,didyouhaveanyquestions?Prettyinterestingreport,isntit?Yeah,thatsright."

Elizabeth,whatImsayingisyoushouldputsomescientificevidenceinthereas


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well,ifyoucan.

Ihave.Ivegotallthatsortofstuff.

Great.Putitthere.Dontgotooin-depth.Makeitinteresting.Keepitinteresting.Dontborethem,butletthemknowthatthisisallbacked-upwithproof.Itcouldbehappeningintheirworkplace.SothatswhatIdbedoing.

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Excellent.

JustsomeotherstrategiesIwanttogiveyou.Youwanttomakeitfeelirresistible,andyourealreadyunderstandinghowtodothat.Youcanalsomakeitmuchmoreirresistiblewhennotonlywilltheygetafree14daytrial,butyoualsosendthemareportvaluedat$39whichrevealsthehiddendangersforworkersineveryworkplace.

Soyouregoingtocombineboththeoffersnow.

Andmakeittotallyirresistible.Theynotonlygeta14daytrial,buttheygettokeepareportonthe17waystodosuch-and-such.Youknow,whateveryourreportsgoingtobeabout.Anditsvalue,putavalueonitof$39.95perhaps.Or$49.95.Dependingwhatitsgoingtobelike.

Thatbecomesirresistible.Youcanthenaddtoitandsay,"Andalsoifyoucallinthenext30seconds,ifyoucalltoday,wellalsohaveaspecialofferforyou.Itsamysteryoffer.Welltellyou

allaboutitwhenyouring,butitsworth$119.95.Itsyoursfree.Thegiftsaretokeepnomatterwhat".AndIdontknowwhatthatis,Idontknowwhatitis.Youvegottosolvethatproblem.Butyoucouldmakegiftsupthatcostyounothing-perhapstheressomethinginyourrangewhichisvery,very,verylowcostforyou.

Yep

Youcangiveittothem.Alittlefragranceballorsomethinglikethat,buttellthemitsalittlemysterygiftthatsonlythereiftheycalltoday.Soitbecomes"Wow!Free14daystrial,

freereportvaluedat$39.95,plusthisfreemysterygift!"Youknow,youkeeponbankingitupuntilitjustblowstheirmind.

Itcoststhemnothingandthatshowyougetgoodresponsefromdirectmail-creatinganirresistibleoffer.WhatIdalsobedoingis-andthisisprobablythelaststrategyIwanttogiveyouthenyoucanaskmeanyquestionyouwantreally-is:Imsureyoumusthavehappycustomers?

Ihave.

Maybehappycustomerswhohaveactuallywrittentoyou,onpaper,howhappytheyare?

Ivejuststartedcollectingsometestimonialsactually.

Good.Testimonialsiswhatitsabout.Inthisletteryoucouldsqueezeoneortwoin.Likeyoucankeepthepointsizedownfairlysmallandsqueeze1or2testimonialsinfromsomeonesaying,


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"YeahItriedthethingfor14daysandIcouldntbelievethedifferenceandthebeautifulfragranceabouttheplace"or"Icouldntbelievethedifference-therewashardlyanyodorintheairatall.Infactsomeofourcustomersactuallymadecommentsaboutit.Thankyouverymuch."Atestimoniallikethatfrom"PeterJonesfromWarrigul"-makesureyouputtheirnameandtheirsuburb-isfantastic.Theseputyourcredibilitythroughtheroof.OK?

Ijustgotonerecentlyfromoneofourkeycustomersusingthisatthemoment,AustraliaonCollinsinMelbourne,andIjustrecordedwhathesaidandtookaphotoofhimandheshappyformetowritedownanythingIwanttosayandhellsignit,becausehelovesit.

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Sensational!Thatsjustwhatyouwant.

SoifIjustputpartofwhathesaid-obviouslyImnotgoingtoputthewholetestimonialonthatadamI?

No,justtakeoutthegoodstuff.Dontputthewholeoneinthere.Itcouldbeawholeletterlong,itcouldbesomethinglikethat,butyouwanttojusttakeoutagoodsentenceor2,maybe3,thatisworthwhile.Itactuallyletsthecustomersee,"OK.Somepersontriedthisandcouldntbelievethedifference".

About1%haveevercomeback.

Oh,theresalwaysgoingtobethat,absolutely.Nomatterhowgoodyourproduct,theresalwaysgoingtobe-yeah.Butthatsfantastic.

Mostlyeveryonesreallyhappywithit.

Yeah.Andsoonlythen,onlyoncepeoplehavethisin-whatIwasconcernedaboutwas,youreactuallydoingalittlebittoomuchup-frontwiththisletteryouvegivenmehere.

Youretalkingabout"flexibleinvoicing","onecentralcontactforallyourinquiries"-thatsstuffthatsdownthetrack.

Forthis14daytrialtheydontneedtoknowthatyet,anddontwantto.Onlyoncetheyvedecidedyes,theyregoingtodobusinesswithyou,willthatbeimportant.

Soyouwanttomakeitabsolutelyobligationfreeandhands-off.Free.Noproblem.Nonothing.Anddonteventalkaboutyourbusinessorothergoodpartsofyourbusiness.

Anyofit.Yep.

Donttalkaboutcontracts,anythinglikethat.Yourstaff.Nothing.Justtellthemwhattheyregoingtogetoutofit."Assoonasitsinstalledhereswhatwillhappentoyourworkplace,hereswhatyoullexperience".Getthemexperiencingthatway.Yeah.

OK.Noworries.

Verygood.Youmightevenfindthatstretchingitfroma14daytrialtoa30daytrialgetsevenmorepeopleholdingontoit.

Yeah.

Because14dayscanbealittlebitquick.Youknow,theyreinmeetingsoratconferences-"Oh!I


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didntactuallygetachancetoexperiment.Imbusy,busy,busy.Haventevennoticedathing."

Thirtydaysmightbesomethingyouwanttotestoutaswell.

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OK.Thatwontbeaproblem.

Absolutely.NowthatsallIreallywanttogiveyoutoday.Youreontherighttrack.Idontwanttoblowyourmindtoomuch,butgetthesebasicscorrect.Masterthemandgetthathappening.

Yeah.OK.

Now,isthereanythingyoudliketoaskme?Anyproblemsyourehaving,anypartsyourenotunderstanding?

No,Icanunderstandeverything.IunderstandeverythingthatyouresayingandIveonlyjust-IvebeeninsalesforyearsanditslikeIveneverevenbeeninsaleswhenIlookatallthisstuff.

Yeah.Wellitsawholenewballgame,isntit?

Yeah.ItsverygoodthoughandIreallylikeitand-likethisisjustsomeofmyfirstattempts

soIwasreallypleasedtogetitbecauseitshardtoreadthatwholemanualandabsorbitalland-youknowwhatImean?

Like,youvegottokeepreadingitandreadingit.Soitsreallygoodtogetthosekeythings,becauseyoucanobviouslyseeitstraightaway.

Yeah.Seeitinstantly.Absolutely.Helpyououtandtweakitupandyourebackontrack.

Yeah.Sothefreesurveyandreportvaluedat$195-canweusethatatall?

Ithinkyoumightwanttoholdthatoff.Ithinkoncetheres-iftheyveheldontoitfor14daysandyournextcontactwiththemisaroundthe14daymark,youwanttogettheirimpressionofit.

Iftheyrenotinterested,thatsfine.Youtakeitbackandoffyougo.

Butiftheyareinterestedandtheykeepit,thenIdbesaying,"Youknowwhatwecanalsodoforyou.Weveinstalledthatinyourbathroomsothatstheretostay-weveinstalledit,youkeepitandnoproblematall.Whatwecanalsodoforyouthoughisgiveyouafreesurveyandreportandsee

abouttherestofyourplace.Noobligationagain.Itstotallyfree."

Thatwillgodownmucheasier.Whatyouretryingtodohereinthisadistoomuch.Tryingtojamtoomuchin.Justtakeitinbabystepsandpeoplewillbemuchmorecomfortablewiththat.

OK.Thatsreallygood.

Peopledontjusttrustyou.Notjustyou,peoplejustdonttruststrangers.Youver


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eallygottobuildupcredibility.

Thatsright.Yeah.OK.Thatsgood.Icantthinkofanythingtoask.Ivewrittendowplentyofnotes!

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Excellent.

Goodone.

Thankyouverymuch.

NicetotalktoyouandIwishyouthebestofluck.

Thanksverymuch,Brett.Goodbye.

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BrettMcFallsPowerCoachingSession#2-BrettPurser

HiBrettPurser,sowhatdidyoufindbestabout"InsideSecretsOfAdvertising?"

Ohboy!Thereweresomanythings!Ivegotmarksallthroughthething.Idsaythethingswiththebullets.Thepointsthatyouweremakingthereabouttryingtosellthebenefits,orshowpeoplewhatthebenefitsoftheprogramwere,ratherthanjustgetupthereandsay,"WellSureSlimdoesthis,andSureSlimdoesthat.SureSlimdoesthat".

LetthemknowwhattheyregoingtobeabletogainfromtheprogramandtrytoworditinsuchawayinwhichIcantrytogetthemtoformthatinitialthingtorespondto,comingandseeingus,ormakingaphonecall.

Theotherpointsthatyoumadeaboutoffersforthem-differentthingslikethat-whichwasgood.

ImeanIdlovetobeinapositionwhereIcouldgiveapersonafullmoneybackguarantee.Givenwhatwedohere-werenotapay-as-you-go-itcostsmeabout$300togenerateapersonsprogram.Nowtheycomein,wesitdownwiththem,wegothroughtheirprogramwiththem,theytaketheirprogram,theystarttoimplementthat,theycomeinfortheirweeklyweigh-ins.Wehavehadacoupleofclients-veryfew,probablyjustahandful-wheretheyvecomeinforaweekortwobecausewevesplitthecostforthemsotheycouldpaythefinalremainderwithinamonth-andwhattheyvedone,theyvecomeinonceortwic

e,justtogetitsortofalittlebitmoreinthehead,andthenweneverseethemagain.Theydonthaveanythingthattheycanreallybringback,perse,likeifIwassellingproductsorsomethinglikethis.

Yeah.Atleastyouhavenowanunderstandingoftheguarantee.Andyoucanalwaysfindsomewaystoactuallyguaranteesomeonespurchase.

Yeah,Imalwayslookingforways-becauseIknowthatanotherweightlosscompanydidtheyve

beenadvertisingathingwheretheyguaranteedthatifyoudidntloseweightwithinyourfirstweektheywouldrefundyouthecostofthefoodsthatyoudbought,plusthemoney.

Sobasicallyyoudbe-"WhathaveIgottolose?"Ifyouhaventlostyourweight,yougeteverythingback.Myproblemwiththatis,IvealreadyspentthemoniesfromtheHeadOffice


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togeneratethepersonsprogram.SoIvegottolookforwaysinwhichtoworksomethinglikethatout.

Thatsright.

AndIllgettothat.

Ifyoucantactuallyguaranteehowmuchweighttheyregoingtoloseyoucanguaranteetheactualservicethatyouoffer.Youguaranteeyoullactuallybewiththem,monitoringthem,forxnumberofweeks.

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Youguaranteetogivethemtheadvicethattheyneed,freeofcharge,overandabovewhatevertheypay.

Youknow,youcanguaranteesomanydifferentthings,perhapsjustnottheweightthattheyneedtolose.Guaranteeyoullbethereforthem.Andoftenthatmightbeevenmoremotivatingthanlosingweight.

Thatstrue

Theycanactuallyrelyonyou."Iguaranteeyoullhavemyhomephonenumber,soifneedbeyoullhavemethere."Youknow,Idontwhatyourunoff-butImjustgivingyouideashere,thatyoucanalwayslookatitadifferentway.

OK.Withyourletterinfrontofme.Youvemadeafairlygoodletterthere.Youveputsomegoodpointsdownandyouunderstandthepowerofwrittencommunication.Thatsgood.

WhatIwanttodoforyoutodayisfirstre-adjustthewayyouregoingtoattack

this,foraverybigreason,anditsthis:

Peopledontcarewhatyoudo,orwhatyouoffer,untiltheyknowhowitsgoingtobenefitthem.

Yes.

Justlikeyoudontcarewhattheshopdowntheroadsellsunlessithasaninterestforyou.OK?

Absolutely

Peoplecancomeandknockonyourdooralldayandifyoudontlikethem,dontknowanythingaboutthem,itslike"Mate,goaway.Leavemealone.Youreahassle".

ButsuddenlytheywalkinandtheyvegotabrandnewPorscheoutthefrontandtheyreoffering30daysfreetrial.Hey!Maybetheymighthaveabitmoreinterestforyou.Andsuddenlyyoureinterested.Soyouvegottorememberthatwithyourguys-theydontcarewhoyouareatthisstage.Theydontknowyou.Youreoneofmanypeopleoutthereofferingweightloss.OK?Oneofhundreds.Andyouarenot-intheirmindyouarenotanythingspecial.

Soyouneedtoapproachitfromthatangle.Andbyofferingafreeseminar,likeyouare-thatsafantasticwaytodoit.

Thethingyoudontwanttodoisactuallyincorporatetheseminarinthisletter.Tellthemabouttheseminar-thenstarttellingthemaboutSureSlim.

Forthatreasononly,thatIvejustbeenthrough,atthisstageweretryingtoget


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peopleintoyourseminartocheckyouout.

Toseewhetheryoureforreal,toseewhethertheywanttodowhatyouwanttosuggest.Youdontwanttostartsellingyourcompany,oryourprogram,atthisstage.Thisisthethingthatmostcompaniesjustdontdo.

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Peoplewillcomeforfreeinformation,freeseminars,aslongastheresnocompanystuffattachedtoit.Theyjustwanttocomefortheinformationfirst,andiftheylikethat,thentheyremorethanopentoactuallydobusinesswithyou.Sowiththisletter,IdactuallycanceloutanyofthestuffyoutalkaboutontheSureSlimprogram-whichisdowntowardsthebottomhalfofthatletter.

Whichoneareyouactuallylookingat?

Ahnumberone.Itsays"No.1"atthetop.Theheadlineis,"AreYourClothesShrinking?"

Yep.OK.

So,thatonethere,thebottomquarter,yourestartingtotalkaboutSureSlim.IwouldavoidthatandIwouldjustmakethisadanadfortheseminaronly.OncetheygettotheseminarthenyoucantellthemallaboutSureSlim.Youcantellthemallabouttestimonials.Youcantellthemeverythingtheyneedtoknowthen.Afteryouvegiventhemthegoodinformation.

Thatswhereyoubuildyourcredibility.Thatswherethecustomerswarmtoyouandtheythink,"Iwanttodealwiththatguybecausehegavethegoodstuffup-frontwithouttryingtoconmeintothis,conmeintothat".

Andthatsaverysimplelittledifference,butvirtuallynooneusesit.Everycompanywantstogettheirownadvertisinginthere,theirowncompanyname,logo.Youhaventtriedtodothat.YouregoingtotalkabouttheprogramhereinthisletterandIthinkitsprobablybettertoleavethatuntilthe

actualseminar.

WhatIdperhapsbedoing,intermsofheadlines,isIdbefocusingonsomethingnewsworthylike...

"Fivedeadlymistakesmostpeoplemakewhentryingtoloseweight"

Asopposedto"Areyourclothesshrinking?"AndIdactuallybetestingtheseheadlines.Iwouldntactuallybemailingout250,000allatonce.

Ohno,Iwontbedoingthat.Idonlybedoing,probably,amaximumofa100ofthem.

Yeah!Good!

BecauseIvegotphotosfortestimonialscomingbackonWednesday.Ivegotaguywhodoesallourartworkforourheadoffice,hesorganizedthem,designeda"DLsizedleaflet"tosendoutintheletters.Sohesgotthebasicdesignofallthattodo.Butno,Iwasonlygoingtodolike100max.ofeachofthem,andmaybeonlysendout600.Iwould


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putthemindifferentenvelopes,putdifferentheadings,trydifferentthings.

Onehundredisnotenoughtotest.

No.Fivehundredwouldbeabouttheminimumyouwouldeverthink.Onehundredisjustnotenoughtotestaheadlineortestapackage

Isupposeitsnotreally,isit?

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No.Itsjustnotbecauseofyourmarket.Youreallyaresortof-outofthat500youmightbeluckytopickup2people,ifyourelucky.Thatsjusthowthestatswork.

Yeah.

Buttheycouldbemuchbetterthanthat,obviously.

Probablyabout2%.

Yeah.Thatsright.Yeahsowith100,itsjustnotenoughtogetanaccurateindicationofyourmarketingpiece.

Sowhatyouwanttodohereis-andagainIdontknowwhatthisDLbrochureisallabout-butagainyoubecarefulherethatyoudonot-howyouhandlethis.Youcando1of2things.Youcantestthewayyouweregoingtodoit,andyoucantestwhatImsuggestingtoyou:justa1pagelettertothesepeopleadvertisingthefreeseminar.Thatsallitsfor.

OK

Andthenyoucantestthatagainstthisdealbrochure,letssay-whateveryouredoing,andwhateveryouvecurrentlygot.Thethingis,wevegottofindoutwhichoneoftheseisthebiggestmotivator

Absolutely_

IwanttogiveyouatoolherewhichIthinkyoushoulddefinitelytestout,anditstheheadlinelikethat:"Thefivedeadlymistakesmostpeoplemakewhentryingtoloseweight".Thisiswhatthe

seminarsallabout.

AndImtakingaguessatthataswell.Youmightwanttochangethatheadline,butIwanttogivethattoyouasanexample,asatemplatetobasethisletteraround.OK?Thislettersonlytogetpeopleinthere.

Youmightactuallytryanotherheadline,likethis:

"Freeweightlossseminar(valuedat$39)revealsthe2amazingsecretsfortakingtheweightoff,andkeepingitoff"

Thisletterjustadvertisestheseminar.

Infactyoucanactuallyputbulletsdownthepage-becauseyouveactuallycoveredthoseinyourcopy.Youcanactuallyputbulletsdownthepage.Youknow,"Whatstimulatesyourhormones?""Howtocontrolthem"."Yourownbodysmetabolism-howitworks-whatdrivesit."

Idactuallybeputtingthoseinseparatebulletsdownthepage.Thisisallthes


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tuffyouregoingtofindoutatthisseminar.Andthatsallyouputinthere.

Andyousignitdownthebottom-youknow,"BrettPurser"-andyoudontevenhavetoputyourcompanyname.Youcanactuallyput,maybe,"WeightControlSpecialist".Keepitreally,reallyneutral

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WhyamIsuggestingthis?Imsuggestingthisbecausethereissucha-everyonethinksthatpeoplewhoareshowingyouhowtoloseweightareallinitforthemoney.Andsothereisabitofresentmentoutthere.Itstheneutralpeople,itstheadvicetheygetfromeditorialstoriesinnewspapers,thattheybelievethemostbecauseitswrittenbyjournalistsandpeoplelikethat.

Exactly

Youwanttocomefromtheapproachthatyourejustsomeonetheretohelpthemandiftheychoosetouseyouradvice,thenyouregoingtousetheSureSlimprogramtogivetothem.

ThisisthewholedifferenceinthemarketingcampaignImsuggesting.SothatswhatIdbedoingifIwasyou."Freeweightlossseminar",inbracketsputavalueonit,"(valuedat$x),revealsthe2amazingsecretsfortakingweightoffandkeepingitoff".Maybeits4amazingsecrets.Whatever.Thenumbersnotimportantrightnow.Butthatsortofaheadlineisprobablygoin

gtodofairlywell.

Thenunderneaththat,also,perhapsalittlesplashorsomething:

"PlusyoucouldwinaBMWRoadsterforaday...plusfindouthowtogeta$60BeautySalonvoucherfree"

OK?SonowitbecomesanIRRESISTIBLEOFFER.Tonotgotothisseminarwouldbe-Idbelosingout.ImeanIcanjustgoandIcangetsomefreeinformationplusIcouldalsowintheBMWforaday,youknow?

Yeah.

Ivejustgottoattend!Andsuddenlyyouvegonefrom,"Whataretheseguystryingtosellme?"to"Ivegottogettickets".Thatisthedifference,thatshowyoudoit.

Anotheroptionyoucoulddoistoactuallyattach2tickets,staple2ticketstotheletterthatgetsputintheirmailbox,andtheheadlinesays,

"WhyhaveIattachedtwo$39ticketstothisletter?"

-thatstheheadline.

Andthenitgivesyouthepermissiontotellthat."BasicallyImabouttoinviteyouandanexclusivenumberofpeople-onlyasmall,limitednumberofpeople-toanexclusiveseminarthatwillrevealthe2amazingsecretsfortakingtheweightoffandkeepingitoff".SeeIvejustmergedintheheadlinefromthelastexample.

Yes


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Andthenyoujustgoandtellthem-"ThisiswhatImgoingtotellyou.Youregoingtofindoutthis,youregoingtofindoutthat,youregoingto-blah,blah,blah.Buttheresonly30seatsavailable.Youmustordernow.Pleaseringthisnumber.Yourticketsarevalid,butyoumustregisterfirst.Andnormallyyouwouldpay$39."Thatsortofapproachisinformationfirst,sellingsecond.Thatsthesortofapproachwhichworksthebest.

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Anotherwaytostartitoffwouldbetouseatestimonialheadlineofsomethingassimpleasthis(in

quotes):

"Ilost15.3kilosin6weeksusingthisprogram"

Yeah.WellImusinganadatthemomentthatsonthebackofthebusesandintheinternalsoftheManlyferrieswhereaguysaysthat-histhingwas:"SureSlimsavedmylife"andthenunderneaththathesgotthathelost47kilosin16weeks.

OK.Fantastic!Butheresthechange.GetSureSlimoutofthereandhecouldsay,

"Ilost47kilosin16weeksusingthisamazingsecret"

The"amazingsecret"isthekiller.Thatistheclincher.

Peoplesay,"Ohsecret!Whatsthesecret?"

Yeah,"Whatisthesecret?"Andthenyou-thatswhatyouwantthemtosay."Illt

ellyouthesecret.Comealongtotheseminar,Illrevealeverything."Andthatshowyoudoit,OK?

Anotherheadlinetotestoutwouldbethis:

"Warning:ifyouveevertriedtoloseweightandcouldnt,youmustreadthis"

Nowthatisjustaheadlinetogetpeopletoreadthead.Itsanadforthead.OK?Anyonewhopicksthatupandreadsthatheadline,iftheyvebeenwantingtoloseweight,theywillreadthecopy

belowit.Iftheydont,theyllthrowitaway.

Butimmediatelyitwillgetyourtargetmarketfocusedonyourletter.Thatsatemplateheadlineyoucanusenearlyanywhere."WARNING"-incapitalletters-"WARNING:IFYOUVEEVERTRIEDTOLOSEWEIGHTANDCOULDNT,YOUMUSTREADTHIS!"

Youcanusethatonthefrontofanenvelope,youcanuseitonbrochures.Apowerful,powerfultemplateyoumustuse.

Absolutely.Yeah.Thats,thatsreallygood,isntit.

Yeah.

Icouldseethebenefitofthat.Peoplewouldthink,"Ohyeah"-becauseImean,everybodystried.Stacksofpeoplehavetriedandtheyhaventbeenableto,ortheyhaveandtheyveputitallbackonagain.

Everyonesgotaweightproblem!Everybody!


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Yeah.

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Ornearlyeveryone.Butyouwanttomakethislooklikeitseitherafreereportoritsaletter-notoncompanyletterhead.Justalettertothemfromyou.Butprofessionallooking.Itsfromyoutothem

-notSureSlimtothem.Justtogetoverthatbarrier.Youwanttobreakdownthebarriershere.Anotherheadlinecouldbethis:"Ifyouwanttheanswerstolosingalltheweightyouwant--andkeepingitoff...(safelyandeasily),thiscouldbethemostimportantmessageyoueverread"

Thatcouldeitherbeaheadlineoritcanbeyouropeningsentence.Afterthe"WARNING"headlinethatcanactuallybeyouropeningsentence.Youvegotdualpurposesforit,oritcanjustbeaheadlineonitsown.

Thatisanothertemplatethatyoucanuse-"Ifyouwanttheanswertothis,thenthisisthemostimportantmessageyoulleverread"andyoucanaddintheactualbitsyouwantinsidethere.OK?

Doesthatmakesense?

Yep.Youretapingthis,arentyou?

YesIam.

Good.Icantwriteitfastenough.NoIcanseethebenefitsofthese.

Absolutely

Absolutely,yeah.

Heresanotherheadline:

"Atlast!Aneasywaytoloseweightwithouteatingfoodthattasteslikecrap"

Nowwhywouldyoudothat?Becauseitsalittlebitoutthereandwewanttoshockthesepeopleandforsomepeopleitmightevenoffendthem.Youmightgetacallhereandtheresaying,"Thatsridiculous!"OK.Thatspartofdoingbusiness.

Thebottomlineis,youwanttotalkinpeopleslanguage.Imean,therearealotofpeopleouttheresaying,"Ilovelosingweight,butthefoodtasteslikeshit",youknow?

Youwanttoseeiftheyidentifywiththatapproach.Finallysomeoneispreparedtosaysomethinginnormalterms.Youvegottotestthatout.Itmaywork,itmaynot,butthisisdefinitelyanapproachIwouldbetestingoutbecause,simplybecausenoonedoesit.

AndthelastapproachIwanttogiveyouforthisisadifferentapproach.Otherthantheseminarsomepeoplefeelconfrontedbyaseminarandfeeltheyregoingtobe"soldto."Theyjusthavethe


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suspicion.Theyvedoneitbeforeandtheyfeel,"Ohno!Whataretheytryingtosellme?"OK.

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Soyouvegottocaterforthat.Sowhatyoucandoismakeitalittlebitlessriskyforthembyofferingafreereport,insteadofafreeseminar.

"Freereportrevealstheshockingtruthaboutwhy99%ofweightlossprogramsdontwork"

Thatsalltheletteroffers."Afreereportrevealstheshockingtruthaboutwhy99%ofweightlossprogramsdontwork".Thenyouregoingtotellthem:"Ifyoucallforthisreporthereswhatyoullfindout:this,this,thisandthis".Anditsallthestufffromyourseminar,anyway,butsimplyinwrittenform.

Soitmighttakeyoualittlebitoftimetoactuallyputthatonpaper,butitshouldbeonlymaybe3or4pagesanyway.Oryoucanactuallytapetheseseminarsthatyoudoandhavesomeonetranscribeitontoacomputerandbuildthereportoutofthat.Thatseasy.Butyoumightfindthatismoreappealingforthesepeople.

Somethingtheycanhavealookatfirst.

Itsno-risk.

Yeah.Exactly.

Theothergoodpartisthattheywillringupandtheywillgiveyoutheirmailingaddress,whichgoesontoyourdatabaseandbecomespartofyourwholemarketingprofileoverthenextyear.

Soiftheydontrespondthefirsttime,thesecondtime,orthethirdtime,youcankeepon

approachingthem.

Say,"Yeah,itsbeen6monthssincethelasttimewetalked.IfyourestillhavingsomeweightissuesIcantellyou-heressomeexamples,heressomesuccesseswevehadinjustthelast3monthsalone".Bang,bang,bang,bang.Allthesetestimonials.Youknowyouregoingtogetthem,eventually,totryyouout.

Youvegottomakeitasrisk-freeaspossibleandmakeitsoirresistiblethatpeoplewouldfeelsillyiftheydidntdosomethingaboutit.

Sothegoodpartofthatis-offeringafreereportisgoodbecauseitactuallyhelpsyoubuildupadatabaseandyoullprobablygetmorepeoplecallingforthefreereportthanthefreeseminar.Again,thatmaybewrong,butIjusthaveasuspicionthatswhatwillhappen.

Yep.

Andsoitsgoodbecauseitwillallowyoutocapturemoreaddressesandputthem


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onyourdatabase,insteadofmailingthemouttoeveryone.

Whatyouwanttodointhisletter,also,is,towardstheend,(onceyouvemadethechangesIvesuggestedabouttakingouttheSureSlimpart-allyouredoingisadvertisingtheseminarandthebenefitsofthat),youwanttoasksomequestions,like:

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"Dontyoufeellikeyouoweittoyourselftogetthiskeyinformation?""Howwouldyoufeelifthistimenextweekyouknewwhattodoaboutyourweight?"

"Howexcitedwouldyoubeaboutdiscoveringthesenew,simplestrategiesforlosingweight,thisweek?"

YouseethequestionsImaskingthere?Theyredoubt-creatingquestionsandgettingpeopletosay,"Yeah.Yeah.OK.Thatprobablywouldbeagoodidea".

"Whatisitworthtoyoutobeabletofindthisinformationouttotallyfree-abouthowtokeepyourbodyingreatshape?"Wouldntthatexciteyou?"Wouldntitbebetterforyouandyourfamily?

"Wouldntitallowyoutomakeastartonthisjourneyofyourstoday?Ifyouagree,thencomealongtotheseminar.Itstotallyfree.Theresnoobligati

on.Imgoingtogiveyousomeinformationwhichyoucantakeawaytodayandputintoactioninyourlife,andstartlosingtheweightthatyouwant".

OK,thatbecomes,again,irresistible.Justbyaskingthosedoubt-creatingquestions,thatreallyputsitbackonthem.Italmostattackstheirconscience.Like,youknow,"Howwouldyoufeelifyoudidthis?Dontyouoweittoyourselftodoit?"Very,verypowerful.

Youvedonewellinthatyouretryingtocreateareallygoodofferwiththe"BMWf

ortheday"andthe"$60BeautySalonvoucher,"soyouwanttomakethemostofit.

Anytimeyouwritealettertothesepeople,youwanttoperhapsremindthemwithasplash,andthenagaininthecopyaswell,likeyouhave,sothatsgood.Anythingtogetthesepeoplealong.Soyouunderstandthatverywell.Mostofthestuffyouveactuallygothappeningquitewell,justwiththosefewchanges,thatllmakeahugedifference,Ithink,totheimpact.

Andwhenyouputbulletsdownapagetolistallthebenefitsofwhatisgoingtobeintheseminar,

youwanttoalwaysputattheendofthebullets-Letssayyouputthere:

"Youlldiscoverthehormonesthatareresponsibleforpermanentweightcontrol".Well,afterthatput,"whichmeans_."Theyrethekeywords:"whichmeans".

Iactuallycoverthatinthemanual."Whichmeans..."

Becauseitforcesyoutoputitintotheirterms."Thehormonesthatareresponsibleforpermanent


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weightcontrol,whichmeansyoullunderstandwhyyouregainingweightfromthefoodyoureeating".Itexplainswhythatsimportant.Doesthatmakesensetoyou?

Yeah.Itdoes.

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Andallthosebullets-youjustwanttotellthemwhattherealbenefitis.Howitworks.Whatdrivesit.Howyoucancontrolit.Whichmeansthatyoullbeabletotakecontrolthisafternoon,orthistimenextweek.Youllknowwhatscontrollingyou,whyyoureeatingthefoodyouare,whyyoucravethefoodyoudo,andwhatyoucandoaboutitnow.Thesortofstuffthatyouwouldsayoverthephonewithpeopleorinperson.

Stuffyouwouldnormallysay,youvegottosaythatinyourletterbecauseyourletterisyoursalesperson.Youhavetoimaginethatthislettergoingintotheirletterboxisreallybasicallyyouknockingontheirfrontdoor.

Andyouvegotaround30secondstoimpressthesepeoplesoyouvegottogoforthejugular.

Bytellingthem,"Look!Thisiswhatsinitforyou.Anditstotallyfree,theresnoobligation.Plusyoucouldwinthis,plusyoucouldwinthat.Imgoingtogiveyouthis.Imgoingtogiveyouthat.

Doesntitmakesensetocomealong?Therestotallynoobligation.Comealongandcheckitout".

Essentiallyyourletterisreallytheretotalktopeoplethewayyouwouldinperson.Totellthemthebenefits.

AndImsureyouwonteverfallintothistrap,butjustsomegeneraladvice:nevergetformalinyourwriting.Nevereverfallintothattrap.Neverthinkthatyouhavetowriteyoucopytooup-market.Youcanalwayskeepitverymuchconversational.Itdoesnthavetoreadlikeanessay

oranythinglikethat.Verymuchlikeaconversation.

ThatsgenerallyallIwanttogiveyoutoday,Brett.Youvegenerallygottheprinciplesgoingwell.Isthereanythingelseyoudliketoaskmeaboutthat?AnyquestionsaboutwhatIvesaidorsomethingwhichIhaventcovered,perhaps?

No,Ithinkitsbeencoveredprettywell.Icanseethepointersthatyouvemadeaboutchangingthetext,changingthetitles,thenumberoftitlesthatyouvementioned-eventheideaofputtingthe2ticketsinthere.

Yeah.Itmakesitstandout.

Thereport,allthosetypes-andasyouweretalkingaboutthemtheywerecomingbacktomymind,too,withthereports,becauseIrememberthatbeinginthere.

Yeah,absolutely.Afreereportisoneofthemostpowerfultoolsyouhaveinyourmarketingarsenalandsofewpeopleuseafreereport,orafreeaudiotape,orafreevideotape,y


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etitisoneofthekeystrategies.

Andwhyisthatso?Itsbecauseitoffersvalueforfree.Immensevalueforlittlecost.

Thecustomerdoesnthavetodomuchtogetit.Itseasytopickupthephoneandorderit.Itsnotgoingtocostthemanything.Whentheygetit-theyreactuallylookingforwardtogettingit-andwhentheygetittheresgottobegoodinformationinthere.

Andwhentheyreadthatgoodinformationtheyreexcitedaboutyouand/oryourbusiness.

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Andthenwhenyoucallthem,ortheycallyou,theyareonyourside.Thatisthedifference.

Youbecomeawelcomedguestintheirlivesratherthananunwantedpest.Thatsthekey.Andthatswhyitsatoolthatyouneedtohave.Youshouldhaveafreereportonhandtogiveouttoanyonewhosinterested.Afreevideoorafreeaudio.

Whenyoudotheseseminarsyoumightwanttohavesomeonevideotapethem.Butgivegoodinformation.Giverealgoodinformation.Stuffthattheywouldfindoutfromajournalistspointofviewinthelocalpapers.Goodadvice.Anddoabout30minutesofthatatleast,andthenonlyafterthatdoyousay,"Nowifyouwantthissortofbenefit,andyouwanttheeasyway,ratherthandoingallthisresearchyourselfandtryingtofindthefoodsthatarebestforyou,IvefoundasystemwhichIthinkdoesallofthis,andmore".

Andthenyouvegottheirpermissiontotellthemaboutwhatyoureoffering.Doesthatmakesense

toyou?

Andthatsthesecretofselling,itreallyisthesecretofselling.Youcandoitonpaper,oryoucandoitinperson,butyoualreadyknowalotofthosethingsforselling.Youjustneedtoputthatdownonpaper.

Excellent

Whatelse,myfriend?Anyquestions?

No,theballsbackinmycourtnowtotryto

Yep.Justalittlebitofare-tweakingandthatsallitis.

Soyougetmaximumimpact.

Wellasyouwerementioning,too,fromthefolderthatIwasreadingthrough,alotofthetimesitsjustamatterofchangingtheheading,itsamatterofjustre-arrangingwhatyouhavetosay,orhowyousayit.

Asyousay:attheendofyourbulletssaying,"whichmeans_"andoutliningwhatthat

benefitactuallymeansfortheperson,ratherthanleavingituptothepersonsmindtotrytothink,"Well,whatdoesthatmean?Howisthatgoingtohelpme?"

Thatsright.

Youvegottobasicallyspellitout.Imunderstandingmorewhatyouresayingnow.Fromthepointofviewofhowyoudhaveaconversationoverthetelephonetosomebody.Youd


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makeacommentandthenyoudtellthem,youdexplainwhatthatcommentmeans.Youneedtodothatinprintaswell.

Thatsright.Neverbeafraidtohaveimpactbypushingtheboundariesalittlebitwiththeheadline.Createcontroversyifyoucan,ifitsjustified.

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Createitifyoucanbecauseyouneedtoshockpeople.Noneofushavereallythatinterestinglives.Wegenerallyalltendtohavefairlyaverageliveswhenwelookatit,andittakesalottosortofblowusoutofourcomfortzone.

SoYOURmarketingpiece,whenitcomesinsomeonesdoor,hastobethatonethingwhichpeoplesay,"Wow!Ivegottoshowthistomyhusband.Ivegottoshowittomyfrienddowntheroad.Ivegottoshowittomysister".

Thatswhatyournumber1goalis-yourgoalshouldbetohavepeoplesaying,"Isthisguyforreal?!"Thatsthesortofimpactyouneedtohave.Otherwiseyouwillbelumpedintothesamecategoryaseveryoneelsethatcomesintheletterbox.

Andyouredoingasmartthing,becauselearninghowtowritecopyisthemostfinanciallysignificantskillyoullever,everdevelopbecauseitcanmakecopiesofyouasaperson.

Youcansendout1,000letters.Youcansendout10,000letters.Andtheyallbe

comeyou,asalesperson,onpaper.Andthatsthepowerthatitgivesyou.

AndyoucanthentakethatontotheInternetaswell.Everythingyouvejustlearntinthatmanual,"InsideSecretsofAdvertising",canbeappliedontheInternet.YoucanofferafreereportthroughtheInternet.

Peoplecanjustclickontoseeit-youcanactuallysetupanauto-respondersothatpeopleactuallyjustsendyouane-mailandbang!thereportcomesbacktotheminstantly.Thegoodthingabout

thatisyouactuallygettheire-mailaddress.Youcanthenapproachthem.Sotheresthatapproachaswell.

Soyouvegotabout4or5differentwaysthatpeoplecanactuallyaccesstheinformationthatyouhaveinyourhead,andthatyouwereoncegoingtogiveawayinaseminar.Youcangiveitawayinafreereport,freeaudio,orfreevideo-theresdifferentwaystodothat.

Intheseminarthatwedo,itsaPowerPointpresentationthatwegive.Wehavetapeditbeforeforsalesthings,justsoIcanseehowtheothergirlsthatdoit,doit

,soIcannoteotherthings.Theyrethetypesofthingsthatwecaneasilysendout.

Yeah.ButthePowerPointisntgoodtosendout.Icantellyouthat.

Itneedssomeonetotakeyouthroughit.

Oh,no.Ivideoitinsuchaway-actuallyIwasdoingthepresentationwiththePowerPointpresentation,andvideoingit.


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Yes,thatsright.Absolutely.Infactyoumightwanttoputonthefrontofthatvideoaswell:"Whatyoureabouttoseeisaliveseminarcalled"TheAmazingSecretsforTakingOffWeightandKeepingItOff"whichIdidrecently.Andwhatyouregoingtofindoutatthisseminaristhis,thisandthis".Youknow,abitofaprelim.toit."Enjoythevideo."

Andthatsortofstuffisgood.AndyoumayneedtostrayawayfromtheSureSlimwayofdoingthingsalittlebit,youknow?

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Yeah,yeah.No,Iunderstandthat.

Gofortheinformationandlettingpeoplebeinterested.Peopleareaskingyou,"WellhowdoIdoit?Brett,howdoIachievewhatyouretalkingabout?"OK.Thisishowyoudoit.Youdothis,thisandthis.

Peoplearegivingyoupermissiontoselltothem.

SoImgladyougotsomuchoutofthecourse.Ifyouwantmoresecretsyoushouldgotomywebsite,www.adsecretsrevealed.com

Iveactuallyputupthere5ofthehottestmoney-makingsecretsthatIknowinmarketing-FREEinformationforyou.Checkitout.AndIwishyouthebestofluckwiththiscampaign.Ithinkyouregoingtodoverywellactually.

Yeahwell,Ineedto.Itsgottothepoint-itsbeensomethingIvebeenwafflingonaboutforages,aboutdoingsomething.IvehadyourmanualsinceAugustorSeptemberlasty

earandIveonlyjustgottothepointnowwhereIvethought,"No,Ivegottodosomethingaboutthis".Ireadrightthroughitandyes,sonowitssomethingthatIvejustgottoputinplace.ThesoonerIcandoitthebetter.

Yep.Andyoufeelyouvegottheskillsnowtodothat?

Sortof!

Sortof?Ifyoufeelyoudont,thengobacktothemanualandyoullfindcertainareaswhereI

actuallytellyouhowtodoitandwhattodo.Howtowritebenefits,etc.Youhavethosetoolsthere.Andtheotherthingtorememberisthatwhateveryouregoingtowrite,itsgoingtobewhatyouwouldsayinperson.Thatsthenumberoneskilltoremember.OK?Ifyoureeverwondering,"WhatdoIputhere?"-"WhatwouldIsayifthepersonwasrighthereinfrontofme?"Idsaythisandthis-andbang!Youreoff.Youreoffandrunning.OK?

Right.Whatyouwouldsay.

Absolutely.

OK.Excellent.

Goodone.

Verygood.Thatsgreat.

Iwishyouthebestofluck,myfriend.

Thankyou,sir!


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Goodluck

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Itwasgreathavingachatwithyoutoday.Youvegivenmeastackofthingstomulloverandstarttoputintoplace.Iwanttotrytogetthisinplace,getthemout,beforetheendofthemonth.

Goodstuff.Goodtohear.

Someoftheseheadlinesaregreat.Excellent,actually."TheFiveDeadlyMistakePeopleMakeWhenTryingtoLoseWeight"-thatsgreat.Greatheadlinejusttoputonthecoveroftheenvelope.

Fantastic.

OK,Brett.Thanksforthatmate.

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BrettMcFallsPowerCoachingSession#3-JanDenford

Hi,howareyougoingthereJan?

Nottoobad.

Goodone!Thanksforcallingontime.Thatsmuchappreciated.Howareyouthismorning?

Good.

OK.Ivehadalookoveryourad,andalsotriedoutyourproduct--thePodlett.Mywifelovesit.

Yes.Itsprettymuchawomansthing,butIfightmyhusbandforminequiteoften.

Icanimagineso!Yeah,itsagoodlittlething.Nowjustbeforewestart,doyoumakethemordoyouimportthem?

Istartedmakingthemmyself-becauseitjuststartedasasmallthing.FriendswantedwhatIhadandintheendthereweretoomanyandsoIgotalittlefactorynottoofar

awaytomakethemandshehasalltheindustrialmachinesandthings.Iwanttobeabletoput"MadeinAustralia"onthem,asoneofmylittleperks.Andwecanmakethemfairlycheaply,so,sofarthatsworking.

Great.OK.Theproblemis...yourejustnotsellingenoughtomaketheadvertisingworthit,isthatright?

No

Howhadyoubeensellingitbeforeadvertising-whathaveyoubeendoing?

Iwanttodomailorder.IwanttoworkfromhomeandsoIthoughtsomethingmailorderwouldbegoodandsoIthoughtIcouldputthatinthere.Peoplecouldsendmetheirchecksormoneyorders

Thatsright.Niceandeasy.

ThenIcouldpackagethemup.AndIputthatadinandIjustfeltlike"Thisdoesntwork".

Yes,itsverydisheartening,isntit?

Yes.

OK.Imgoingtoaskyoutoworkalittlebitharder.Thatstheultimatething.

Andinorderforyoutoworkathome,itsagreatluxuryandreallygoodconvenience,butImgoingtoneedyoutoworkabitharderonthemarketingside.


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Youobviouslyknowthatyou"haveto,"andaslongyou"wantto"thenwehavesomehopethere.Soaslongasyoureopen-mindedtothatIthinkyoumightbeabletodosomethingwiththis.Wevegottofindoutfirsthowever,whetherpeoplewillactuallypaythemoneyforit.Youobviouslyhavesomehistoryofsellingit.

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Howlonghaveyoubeensellingit?

Justlastwinter.ThewinterbeforethatIwasveryill,Ispentthewholetimelayingonthecouch,thewholewinterlong,cold,tryingtokeepwarm,andcoldbones,andnotwell,andIthought,"IfIevergetoutofhereagainImgoingtomakesomethingwhereImnotconstantlybendingdowntotuckmyfeetup"becauseIdidnthavethestrengthtodoit.

SowhenIgotupImadeit,andafterImadeit,everytimeIwalkedbackintotheloungeroomagain,therewasfamilymemberinitandyoucouldntgetitoffthem.SoIranuponeforeachofthemandwenevergotoutofthem.

Andthenmysister,whoworksatahugemedicalcenter,said,"Imgoingtotakeoneintowork"becauseshewassortofintomarketingatonestage.

Shetookonedowntoworkandsheemailedmeatmorningbreakandshesaid,"Theyrefightingoverit.Thegirlsarefightingoveritinthekitchen!"Andthiswasl

ikeacross-rangeofsecretariesandmatronsandhealthcareworkersandsoon.

Andsheemailedmeandsaid,"Quick,domeanOrderForm,everybodywantstoknowhowmuchyouwantforthemandwhatcolorscantheyhavethemin".

AndsoIrandowntotheshopandIgothalfadozensamplesofdifferentfabricandImadeupafigureoutofmyheadandsaid,"Allright.MothersDayiscomingup.LetsdoaMothersDaySpecial.Theyrenormally$60.Theycanhavethemfor$45"orsomethinglike

that.

Sheemailedmebackabout3hourslaterandsaid,"Ivegot5orders."Andthensheemailedmeanhourlaterandsaid,"Ivegotanother10!"

AnditwentonlikethatfordaysanddaysandsoIsewed50ofthembytheendoftheweekandsoldthemall.AndsothenIwentdownandIluggedbackmorefabricandImademoreandthatwasjusthowitwentallthatwinter.Butitwasjusthand-to-mouthstuff.ButthenIthought,"OK.NextwinterIllputanadinthepaper".

AndIputitinandIgot1order.

OK.Heresthedeal.Heresthedifference-andthisisabigdistinction.Imgladyoutoldmethatstorybecausethatstoryalonemightbesomethingyouneedtotellpeopleinyouradsandinyourcopy.OK?

Theyllwanttoknow,"Howdiditcomeabout?Didyoumakethem?Didyoudesignth


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em?"Theyllwanttoknowthatstuff,OK?Sothatsgood.InfactwhenyousellthemIwantyoutoputalittlecardinwiththemsaying,"HeresthestorybehindthePodlett".

Andwhatyouvejusttoldmeisnowontape,becauseyouregoingtogetarecordingofthis,andyoucangothroughthatandtypeitin.OK?Perfect.Welldone!

Now,heresthedifferencebetweensellingitinanewspaperandsellingthemthewayyoursisterdidthemforyou.

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Withtheonesthatyoursistersold,thepeoplewereabletofeelthemandtrythemout,andthatsoldthem.Therewasnoadtosellit.Theysimplysawit,hadalookatit,feltit,andthought,"Thatdbegreat!"andtheyweredyingtohaveone.

Thatisthekey.

Itstheemotionalattachment,whichwomenhavemorethanmen.Womenhavethiswonderfulabilitytoactuallyattachthemselvesemotionallytosomethinglikethisandjustloveit.OK?Mengenerallyattachthemselvestodifferentthings,likecars,bikes,boats,machinesetc.Theyhavethataffectionwithcars.Butyouhavethiswonderfulthingherewithwomenthatonceyouletthemfeelitandseeit,thisproductwillgothroughtheroof.Sothatsgottotellyousomething.AndwhatImabouttorevealtoyou,orgiveyousomeideasontoday,isaboutgivingpeopleafreetrial.

Right

Thisisaveryproven,directresponsetechnique.Weletpeopletrysomethingfor30days.Theystillgiveyoutheircreditcard,orsendyouacheck,buttheycantryitfor30daysandiftheydontlikeit,theycanhanditback,andyoullhandbacktheirmoney.

Whenyouredoingsomethingbymailorderyouhavetohaveamoneybackguarantee.Andifyoucannotaffordtohaveone,oryoureafraidtohaveone,youhavetogetoutofmailorder.Thatsassimpleasitis.

Becausewhenyoubuysomethingthroughthemail,Jan,youdontknowwherethatch

eckisgoing,whoitsgoingto,orwhatthepeoplearelikewhoarereceivingit.Youdontknowwhetheryouregoingtobetaken-on.OK?Theresalotofrortsgoingaround.TheresalwayssomeonebeingbroughtuponACurrentAffairoroneofthosedocumentaryshowsaboutpeopletakingadvantageofthem.Soyouvegottobecarefulofthatsoyouhavetotaketheriskoutofitforyourcustomersandsay,"Look.Trythewholething-onme".Noproblem.

Soa30daytrial.

Thirtydaytrial.Nowthatsgoingtohelpyououtingettingsomesales,thatsforsure.Butwhatyoullalsofindisthatifyouwereto-andIdontknowifyouwanttodothis,becauseyouwanttoworkfromhome-butifyouhavemarketsnearyouIwouldactuallybetakingittothemarketandsellingthemthesamewaythatyoursisterdid.Bylettingpeopleseethem,feelthem,hopinthem.Andyoullsellthembythebucketload.


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OK.

Nowwhetheryouwanttodothatisuptoyou.

TheonlythingIwonderedaboutthatwaswhetherornotpeoplewhocometothemarkets,wouldtheybeabletoaffordthem?

Absolutely.Thesearethesamepeoplewhoaregoingoutandspending$80onadinnereverySaturdaynight.

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Thesamepeoplewhoaregoingtotheclubs.

Thesamepeoplegoingtothemovies,entertainmentshows-buttheyregoingtothemarkettofindsomethingscheap.Sure.

Butifyoursisworthit,andtheyloveit,andtheytryit,justlikethepeoplewhowereatyoursisterswork,Ithinkyoullfindagoodresponsethere.Ifyoudontwanttodothat,havesomeoneelsesellitatthemarketsandgivethemacommission.

YeahIcouldgetsomebodyelse.

Sothatsadefinitethingbecausethefeelingpartisthekey.Withfemales,feelingisveryimportant.Itsjustapsychologicalthing,thatsanabsolutefact.Soitsveryimportanttogetitintotheirhands.Therestheactualfeelingsideandthentherestheotheradswhereweregoingtosay,"Welljusttrialit.Donttakemywordforit,tryitonusforfree.Ifyoudontlikeit,senditback".Soweretryingtoachievethesamepurposeexceptoneisviaanadwheretheyhaventseen

itbeforetheypayforit,andoneisinperson,wheretheypayforitwhentheyseeit.

OK.

NowIwanttotalkabouttheads.Ifyouregoingtodothis,thenImgoingtogiveyousomeheadlines.Youdonthavetotakethisdownrightnow,becauseyouregoingtogetitontape,butyoucanifyouwant:

"Introducingthesimplewaytokeepwarmthiswinter-naturally"

AndwhatImeanby"naturally"isthatitsactuallyusingyourownbodyheat.Sureitsnicewarmmaterial,butwhatwefound,andImsureyoufoundthesame,isthatitkeepsallyourbodyheatinthere.

Itdoes.Itlocksitin.Infactafterawhilewefoundthatyougetsohotyousortofputonefootout!

Yes!Thatsright!SoIdprobablytryaheadlinelikethat."Introducingthesimplewaytokeepwarmthiswinter-naturally"becausetheresalotofpeopleouttherewholovethata

pproach,thenaturalthing."Madefromnaturalfibers","Australianmade".OK?Thosesortofthings.Whenyousaypolarfleece,whatdoesthatmean?

PolarfleeceiswhattheycallthatfabrichereinWA.Thatsnotwhattheycalliteverywhere.

Polarfleece-ifyougointoashopandaskforfleeceitswhattheymakeatracksuitoutof.


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Itshardononesideandsoftandfluffyontheinside.Polarfleeceisfluffyonbothsides.

Itisniceandsoft.AndIdactuallybesayingthatinthecopy.

Mywifeactuallysaidthatshethoughtitwassofttotouchandnotspikylikesomerugsare,youknow?Sothatwasagoodpoint.Anditkeepsyourfeetwarm,whichisanotherthingwhichpeoplelove.Anditwrapsaroundyoulikearugcant.OK?"Itwrapsaroundyoulikearugcant."Thesearegoodphrasestokeepinmindwhenyourewritingstuff.

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Anotherheadlinewouldbe...

"Youcanlaughatthecoldthiswinterwiththenewkindofrugthatkeepsthe

heatwhereitshouldbe-AROUNDYOU"

Iwritetheseheadlinestogetpeopletostoponyourad.Imgoingtotalkaboutthewholeadinamoment,butatthisstageImjusttalkingabouttheheadline.OK?Thatshowimportantitis.

Andperhapsyoumightevenbeabletomakeastatementhere:

"IntroducingthePodlett-retains83%ofyourbodyheat!".

Sothatsanotherheadlinethere.Averysimpleonethatactuallytellspeoplewhatyouruniquesellingpropositionwouldbe,perhaps.Youknow,"itretainsheat".Thewaythatarugletsitout,becausearugsadifferentenclosure.Thatcouldbeyouruniquesellingproposition.

WhatImgivingyoutheseheadlinesforis,wevegottofindoutwhatisthemainm

otivator.Forsomepeopleitwillbe,"Oh,itsniceandsoft."Or..."Ijustlikehavingitalltomyself".Otherpeopleswouldbe,"Well,itkeepstheheatin,itkeepsmytoeswarm."

Youknow,forsomeitwillbethelogicalreasons,otherstheemotional.Andinadswehavetotestheadlinestofindoutwhichonegetsthemostsalescomingin.Wedontdecideononeheadline,weconstantlytestnewonestoseewhichonebringsinthemostresponses.

Wehaveasplitsystemairconditioner-wereinafairlybighousesowestruggletowarm

rightthroughthehouse-ittakesthechilloff.ButwhenwesitdownintheloungeroomofaneveningtowatchTVweturnonanelectricheateranditaddsabout$200to$300dollarstoourwinterheatingbill.

WhenImadethePodlett-Imtheworstoneforturningtheextraheatingon-whenthe4ofus,myhusband,myselfandtwoteenagers,whenweallhadourownPodletts,weneverturnedthebarheateron.Itnevergotbroughtoutfromunderthehouse.

Right.Youneverneededit.

Andsobytheendofwinter,forthecostof$60eachforthe4ofus,wehadsavedhundredsofdollarsbynotturningthatextraheateron.

Howaboutthatthen!OK.Thereisanothergoodsavingandgoodcopytogoinyouradsorinaninformationpackthatyoumightsendout-becauseImgoingtogiveyousomeinformation,somedetails,abouttheminjustasecond-becausetheyregoodbenefits.Allright?"


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Moneysaving,onheatingbills."

AndwhatImgoingtosuggesttoyouisthatperhapsanotherwaytotrythisoutistoactuallyrunanadwhichgetspeopletocallforaninformationpackinsteadoforderingrightoffthepage.AndthereasonIsaythatisthatifyouwanttogetsomeonetopartwith$60,youvegottogivethemreasonswhytheyshoulddoit.

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Youcantsimplysay,"Heresmyproduct.Youshouldgrabit.Givemeyourmoney."Itjustdoesntwork.Togetresponsesreallyhappeningweneedtobeabletojustifythepurchaseinorderforustodothat.

Right

SowhatImsuggestingisthatinthisad,theresjustnotenoughinformationinthereforpeopletomakethatdecision.

Ithinkthatalotofpeoplewillpayforit,easily,butONLYoncetheyknowitsworthit.Andsowhatyoumightneedtodoisrunanadsaying...

"Freeinformationpackrevealshowtostaywarmthiswinterthenaturalway.Callthisnumberandgetyourfreeinformationpack."

Andyougetmorecallsfromthisadbecauseitdoesntcostanymoney.Allitscostingthemisaphonecall.Andthenyousendthemoutasheetoraletter.Iwoulddoitasaletterdirectfromyou,

youknow?"FromJan":"DearFriend,Thankyouforcallingforthisinformationpack.Hereswhatyoushouldknowabouthowtokeepwarmthiswinter,thenaturalway."Andthenyoustarttellingthemabouttheproduct.Youstartlisting,inbullets,allthebenefits.Thecostsavingsonheating.Thefactthatitkeepsallthewarmin,alltheheatin.Allthebenefitslisteddownthepageinbullets.Andthatwaytheycanmakeamuchmoreinformeddecision.Doesthatmakesensetoyou?

Yes

Thatscalledatwo-stepprocess.Theadthatyouranwasaone-step-youwantedtomakeasalefromthead.Anotherwaytodoitisthetwo-stepprocesswheretheysimplyseethead,callformoreinformationandthentheybuyfromthatinformation.SothatswhatIwantyoutotryoutaswell.

OK.AndIcouldputsamplesofthefabricintheinformationpack.

Thisisit!Nowyourethinkingaboutit.Fabulous.

Wellsee,thebigexpenseinputtingtheadinfirstwasthatIhadtoputina

coloredadwithcoloredsamplesbecausetheyhadtomakeachoiceaboutthefabricandthatswhyitcostlike$800

Thatsright.SohowyoureduceyouradvertisingcostsisbydoingwhatImsuggesting,two-steps.

Two-steps.SowhatdoIputinthefirstad,then?DoIputapictureorasketchorjust?


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No!No!Youmightevendothis:"WARNING"inbigcapitalletters.

"WARNING.Ifyouwanttosavemoneyonheatingthiswinterdontdoanythinguntilyougetthisfreeinformationpack."

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Nowthatsreallyoutoftheboxthere."Ifyouwanttosavemoneyonheatingthiswinter,dontdoanythinguntilyougetthisfreeinformationpack.Callthis..."Sotheyrenotquitesurewhattheyrecallingfor,theyllfindoutwhentheygettheletterfromyou.Sothatsawaytodoit,OK?

Oranotherheadlinewouldbe:

"Freeinformationpackrevealsthefunny-lookinghumansockthatwillkeepyouwarmerthananyrugwillthiswinter"

Orsomethinglikethat.

Yep.

Somethingalittlebit-somethingwhichisabitfunny,youknow.Notfunnyha-ha,butitsabitweird,like,"Whatisthat?"Andtheysimplycallforafreeinformationpack,toyourhomenumber(youcandoittoyourhomenumber)

Ihaveasecondphonelineintheofficehere,so...

Whatyoucandoisactuallysetupanansweringmachinesoyoudonthavetotakethecalls

Oh,OK

Andsothatpeoplecanactuallycall24hoursaday.Andyoucanjustsaythatonthead:"24houransweringmachine.Youwillnotbequizzedbyanysalesperson."Theresnoobligationornothing.Peoplearemoreinclinedtoringanansweringmachinethantheyareapersononthefirstcontactbecausetheyfeeliftheyringsomeone,"Oh,itcouldbesomeonetryingtosell

mesomething"OK?Andwegetabitofaback-upagainstthat.Whereasiftheycanjustringanansweringmachinethenitshassle-free.OK?Thatsanoptionyouhavethere.

Anotherheadlineyoumightwanttotestoutisthis:

"Doyousufferfromtheseconditionsinwinter?"

AndsoweretakingittotallyawayherefromthePodlett.Weresaying,"Doyousufferfromthese?"Andthenthecopyunderneathitmightsay,"Doyousufferfromchilblains,coldfeet,coldtoes,poor

circulation,coldhands"-justgeneralstuffthatyoujustsufferthroughwinteranyway,throughbeingcold."Ifyoudo,youshouldcallnowforafreeinformationpacktoseehowyoucangetridofthisimmediatelywithanamazingnewAustralian-madeinvention".SothatswhatIwouldtendtodowiththat.Ofcourseyourotheroptionwiththatistoactuallyputtheorderformonthead,butImreallynotsuggestingyoudothat.Ireallythinkthatperhapsthetwo-stepisthewaytogo.


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OK.Trythatfirst.Yep.

Anotherheadlinewouldbe:

"Theselfishwaytostaywarm"

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Right?Imgivingyouawholeheapofheadlineshere,allsortofoutoftheboxareas.Andinbracketsunderneathit

Itisveryselfish!ActuallyIhavehadpeopleorderdoubleones,soweredone,like,adoublepack.Youknow?

OK.Soyoucanhavethoseaswell.Butyeah,theheadlineis,"Theselfishwaytostaywarm"theninbracketsunderneaththat:"(Butgeeitfeelsgood!")withanexclamationmark.OK.Andthenyouwouldsimplytellthem-inthatadyoumightactuallytellthemaboutthisbrandnewAustraliancreation.

Youwouldtellthemthatitkeepsintheheat,itkeepsyourtoeswarm,itactuallysavesonheatingcosts,"Buthey!Iknowitsjustforyou.Buthey!Isntittimethatyouspentsometimeonyourself?"Or,"Dontyouoweittoyourself?Arentyouworthit?"Youknow,havealittlebitofacheekysortofapproachtoyourcopy."FormoreinformationontheamazingPodle

ttcallthisnumbernow.Wellsendyououtaninformationpack."Sointhatadweactuallytellthemwhatitis.OK?SoImgivingyouawholeheapofdifferentapproachesthere.

Yeah.Andwelltrythemall.

Yeah.OK.Heresanotherheadline:

"Yourpartnershot,yourecold,herestheperfectwaytosolvethat"

OK,soletssaythatyouandyourpartnermighthavearug.Hewantsitoffandyouwantiton.

Yes.Thatswherewewerewiththeheater.MyhusbandandIwerealwaysfightingoverwhowasgoingtoturnitonoroff.

Thereyougo!So,"Yourhusbandwantstheheatingonandyoudontorviceversa.Herestheperfectwaytosolvethat".OK?Alltheseheadlinesarealljustdesignedtogetpeopletoreadthead.Nottoorder,buttoreadthead.OK?Thatsthekey.

OK

Iwanttogiveyousomethingherewhichistotallyoutoftheboxandthisis-afteryoutestalltheotheradsIvegivenyou,testthisout:

"YoursFREE.Over$500worthofvaluablebonuseswhenyoupurchasethe"humansock"inthenext5daysonly"

WhatdoImeanbythat?WhatImsayingthereisthatperhapstogetpeopletoorderthisthroughthemailyoumayneedtoofferbonuseswhichareworthmorethantheactualPodl


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ettitself.Thisisanamazingconcept.Youactuallygoto,say,unrelatedbusinessesandyousaytothem...

"ImadvertisingmybusinessandIdliketoseeifIcouldhelpyougrowyoursaswell.Whydontyougivemeadiscountcertificatetoyourrestaurant,ortoyourmoviecinema,ortoyourgym,ortoyourclothesstore,ortoasportsstore,andmakeit$50off,or50%off,andIllincludeitwithmyproducttoadvertiseyourbusinessanditmeansthatyoudonthavetopayforadvertising.Youonlypayforitoncetheyactuallybringthediscountin,andyoureearningsomemoneyanyway."

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Right

Sowhatyoudois,whensomeonebuysthePodlett,thats$60letssay,youresendingthemavoucherbookletwhichiscalled"TheAmazingPodlettVoucherBooklet"valuedat$500!Thats$500worthofsavings.Andthatthenbecomesanirresistibleoffer.Seewhatthatdoes?

Yep.

Changestherulescompletely.Theyrespending$60,gettingthePodlettandgetting$500worthofbonuses.

Right

Andthatishowweboostuptheresponse.Wejustaddvalue,addvalue,addvalue.Whensomeonedoesntrespondtoyouraditsbecausetheydontthinkitsworththemoney.

Thatsthesimpletruthofit,OK?

Andsowehavetobeabletoshowthem,"Well,ifyoudospendyourmoney,notonlyareyougoingtogetgoodvaluefromtheproduct-itswortheverycentyouregoingtopayforit-buthereswhatelseyouregoingtoget.Youregoingtogetthisbonus,youregoingtogetthatbonus,thisbonus,thatbonus".

Soletsjustsaywiththeletterthatyousendthem-youknow,intheinformationpack-thatattheendofthatyousay,"Plusifyouorderinthenext10daysonlywellalsosendyou5amazingbonusesvaluedat$500".

OK

ThatswhyImsayingyouregoingtohavetogooutandworkalittlebitharder.WhyImsuggestingitisthatnowisthetimetoputtheeffortinup-front.Whenyouapproachbusinessesmostwillsayyestothatpropositionofgivingyouvoucherstohelpadvertisethemforfree.

AllthestuffIlisted,allwillgetinvolvedinthat.Acouplewillsayno.ThatsOK.Youmoveon.Itstheirloss.Butalittlebitofworkforyouup-fronttoorganizethisspeciallittlevoucherbookletshould

sendsalescrazy.

OK

Becauseitbecomessoirresistiblethatpeoplefeelstupidiftheydonttakeadvantageofit.

OK.Anditdoesnthavetobesomethingthatsrelevanttomybusiness.

No.Dontmakeitrelevant,infact.Wedontwantthemtochoosethatoveryourbus


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iness,overyourproduct.Wedontwantthemtogooutandbuyarugorgooutandbuyaheater.WewantthemtogetthePodlett.Makeitunrelated.OK.Butaslongasitssomething,maybefrom-youreinWesternAustraliasoperhaps

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Theycouldgetthevideosandthetake-awayfoodorsomethingtogowiththeeveninginthe

Podlett.

Thatsright!Thereyougo.Nowyourethinking.Fabulous.FabulousJan.Andthatsthewayyouvegottothinkaboutit.Soitsperfect.Welldone.Andthosearethesortoftechniquesthatyouusetoreallysendsalesthroughtheroof.Thatsgoingtobethebackboneofyourbusiness.AllthethingsIvegivenyouhere-thestrategies-iswhatwillmakeyourbusinesssuccessful.Youhaveagoodproductthatpeoplelikeandsoyouvegotaheadstart.

Right

Andofcourseyouneedtestimonialstoo.

OK

Peoplewhohaveuseditand-lookyoullprobablyaskpeoplefortestimonialsandtheyllgo,"Yeah,

yeah.OK,yes,sure.Illwritesomething"andneverdo.Howyougetaroundthatis,youwriteitforthemandyouaskthem,"WoulditbeOKifIwritethisforyou?Hereitis,Ivewrittenitoutforyou.WouldyoubeOKapprovingthatforme?Andifyoudontlikeit,feelfreetochangeitwhereveryouwant.WillthatbeOK?IneedsometestimonialsandImtryingtogrowthebusiness.WouldthatbeOKwithyou?"

Look9outof10peoplesay,"Yeah.Thatsfine".Andyouwritewhattheywanttosay.Andthebestformulaisthis,

"Iusedtodosuch-and-suchandIwasfrustrated.ThenIboughtXYZproductandnowIfeelgreat".

Thatstheformulafortestimonials.Andyousimplyapplythatformulatoyourproduct.Youknow,

"MyhusbandandIusedtoalwaysfightovertheheatinginwinter.Hewasntcoldatall,butIwas,andsoIwantedtheheatingonandhedidnt.AndthenIfoundthePodlettanditsolvedalltheproblems.ImnowhotterthanIeverusedtobebecausethePodlettkeepsallmyh

eatin.JaneSmithfromWadbury".Andthatsit.

Andthatgoesintoyourinformationpack.Soyourinformationpacknowmightbe2or3pageslongandyourinformationpackisjustalovelyletterfromyou:"DearFriend..."Itslikealetteryouwouldactuallywritetoafriendorafamilymember,Jan.

OhOK.


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Theyrenotabigsalesbrochure.Itsaniceletterfromyou,onwhitepaper,probablydonethroughacomputer,printedoutonalaserprinterifyouhaveit.Ifnot,thatsOK.Butaletteryouwouldwritetoafriend.OK.Niceandwarm,justlikeyouwouldtalktosomeone.Thatscalledasalesletteranditsoneofthemostpowerfulmarketingtoolsyoucouldeveruse.

Iwritethemallthetimeforclientsanditjustsendstheirsalessoaring.Oftentheymakelike$100,000in10days.Thisisforproductsthatsellforaroundabout$2,000to$3,000,andthatishowtheydoit.

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Theydontgoforthesebig,expensivebrochures.Andifyoucanstapleorjustincludeintheenvelopethefabric,evenbetter.Thatsafantasticidea.Becausethatswhatpeoplewant.

OK.

Andofcoursetheguarantee.AndsomethingIdprobablybedoingisIdbesendingitalong-justlikeyoudidtome-alongtopapers.Sundaypaperswithlift-outsectionsonHealthandLiving.

Yeah.

Haveyoudonethatyet?

No.

OK.Theseguyswilllovethissortofstuff.AlsomagazineslikeCosmopolitan,NewWeekly,wheretheysometimesfeatureproductsoftheseason.

OhOK.Yes.

Buythemagazine,findouttheeditorsname,eitherwritethemanemailorgivethemaphonecall,say...

"Look,Imsendingyouagift.Itstotallyfree.WhyImsendingittoyouistointroducewhatImdoing.Hopefullyyoullseesomevalueinit,butitsyourgifttokeepregardlessandifyouseesomevalueIsurewouldliketoansweranyofyourquestionsaboutit.Perhapsyoumightliketofeatureitinyourmagazine."

Andbeopenwiththat."Idlovetodosomesortofjointventurewithyou."Andthenringthemup,seeiftheygotit,"Howdyougothere,John?DidyougetmyPodlett?OK.Haveyoutriedit?Didyougiveittoyourwife,orhaveyoutriedit?OK,good."Andgettheirresponse.

AndIthinkyoullgetcoverage.Ireallydothinkyouwillgetcoverage.ItsoneofthoseproductsthatIthinkthattheyllwhackamodelinandtakeaphotoandbecomeoneofthosesortofverynice,warmsort-ofcuddlyphotosforwinterinanyofthosemagazines.

Yes

Andthatwillbecomefreeadvertising.Theyllfeatureyouintheirmagazines,maybeaddsomeeditorialtoit."Heresagreat,newideaforwinter."Anditdoesntcostyouacentexceptyoumightneedtogivethemsomeproduct.

Giveawayaproduct.


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Yeah.

OK

Thingslikethat.Andanotherway-thisisprobablyalittlebitfurtheronfromnow,butyoucanactuallydothingswhereifyougotoheaterstores,letssay,thatsellwoodfiresorjustgeneralheaters,thingslikethat,andyoucanjointventurewiththem.

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Theywouldgiveittotheircustomersasabonustogetthemtobuyaheater,ortogetthemtobuyclothes,ortogetthemtobuyrugsorfurniture-virtuallyanycompanycouldactuallythrowitinasabonus,becausepeoplewillbehappytoreceiveit.

Andwhattheywoulddoistheywouldpaymaybesomesortoftradeprice,orwholesaleprice.Andthatsanotherwaytogetdistributionaswell.

AndwhatyouwouldactuallydoisputalittleorderforminsideeveryPodlett,andaninformationsheet.SoyouhaventlostmoneyonthatactualPod,butyouhaventmadethatmuchmoney,butyouhaventlostmoney.InsidetheresalittleorderformandsomeinformationaboutPodlettsandwherepeoplecanordermore,orgivethemtotheirfriendsatspecialdiscount.Thatsanotherwaytoo.

OK

Christmaswillbebigforyou.Winterwillbebigforyou.MothersDaywillbebi

gforyou.OK.Thatsprobablythethreebigtimesforyou.

Peoplewereveryhappytobuythemfortheirmothersthatfirstyearwetookthemdown,butthenmyotherdaughtertookthemtoafactoryovertheroadfromher,aphotographicplace,andtherewasalotofolderwomenintherethatwerepackagingthephotos,andshetooktheminandshowedthemandtheyalllovedthem,butnoneofthemwouldspendthemoneyonthemselves.

Right.Isntthatamazing.

Theyalllookedatitandsaid,"Itsjustlovely,butIcouldntspendthatmoneyonmyself".

Sotheydlovesomeonetobuyitforthem.OK.Sothiswhereweattractthemales.AndevenaroundValentinesDayaswell."TheperfectgiftforyourlovedonethisValentinesDay"andgetthemtobuyitfortheirlady.

Andanotherthing,too,thatyoumightwanttodo,isdoajointventurewithamassageplace.Where

theydothosebeautifulrelaxingmassages.Whatdotheycallthoseplaces?Theyusuallydoheadmassages,thewholething.BeautyCenters,Iguess,wouldbeageneraltermforthem.

Buttheydbeperfectbecausethemarketgoingtherearepeoplewhoarepreparedtopay,tospendmoneyonthemselves.Andsoyougotothosepeopleandyousay,"Wellletsputsomeinyourstore"andyoudhavethemsellthemonconsignment."ForeveryoneyousellIllgi


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veyou$x".Easy.

OK

Anotherwayforthemtoaddmoneytotheirincomestream.Howdoesthatsound,Jan?

Thatsalljustfabulous.

Thatsgood.ThatsallIwanttogiveyouatthisstage.Somegoodheadlines,justabitofre-strategizingthere,alittlebitofworkforyoutodo,aswetalkedabout,butthisiswhatsgottobedoneinordertogetthisbusinesspumping.

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OK.DoyouthinkIneedtodoa1800numberfirstup?

No.Dontspendmoneyonthingsuntilitstartsearningsomemoney.Dontinvestinthingsthatarentmakingyouanymoney.

Idontusea1800forthatsortofthingbecauseyouneedtoalmostpre-screenthetime-wastersfromtheseriouspeople.Andthepeoplewhoareseriousaboutitwillpaythat30centsforaphonecall.Andlateronyoumightchangetogotoa1800number.Youmightwanttousea1800numberwhentheyorder.LikeontheOrderForm,perhapstheyorderthroughaFreecallnumber.

Idonthavethefacilitytodoacreditcardnumber.Ifoundthatthefewpeoplewhodidorderthemsentacheckoramoneyorder,but

Thatssomethingyoumayneedtore-thinkbecause...

Thatwillmakeabigdifference

Usuallyitdoes,usuallyitdoes.Yesitdoes.

OK.

Yep.Andtheyreavailablefrombanks.Youcanusuallygetthemwithinabout2to3weeksanditsareallysimpleprocess.Youshouldhavethataccessforthosepeoplewhodowantto,OK?

Andanotherthingyoumaychoosetodointhefuture,ifsomeonearoundyouknowssomethingabouttheInternet,youcanactuallyputaWebpageupontheInternet,andyoullbeabletosellthem

overseas.

Online.IvegotasisterinSeattlewhocouldtakeoverabranchoverthere.

Fabulous.Great.Youvegotitallhappening.Itlookslikeitcouldactuallygohuge.Imreallyseriousaboutthat.Youhaveaproductherewhichreallycouldbeonthevergeofsomethingquitelarge.

IranganadvertisingagencyoverhereonetimebecauseIthoughtmyadswerentdoinganythingandIwasscaredbeforeIdidtheads,andIrangsomebodyandtheysai

d,"Oh,weonlydealwithbig,successfulcompanies.Werenotinterestedinyou."IhungupthephoneandIthought,"SomebodyprobablytoldMrNikethatonce".

Absolutely.Look,letmebeveryhonestwithyou.Ifyouwanttogetresultsfromyouradvertising,neverevergotoanadvertisingagency.Theyhavethemostarrogant,uselessbunchofindividualsontheplanet.


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ThatswhatIfound.ThatsexactlywhatIfound."Wedontwanttodealwithyoubecauseyourenotrichandsuccessful".AndIsaid,"ButImgoingtobe".

Absolutely!

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Andthatwasit.Ohdear!

Look,theyrejustuseless.Neverusethem.IveneverfoundoneyetthatIthoughtwasworthanything.

OK.Allrightthen.

Heressomemoretips.GotothisWebsite:www.adsecretsrevealed.com,theressomefreeinformationthereforyouonadvertising.Somemoretipsandstuff.

Allrightthen.ThanksBrett.Fabulous.

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The7SecretsOfMoney-MakingAdvertising

ByBrettMcFall

www.AdSecretsRevealed.com

Welcomeandcongratulationsontakingthetimetolistentothisaudioprogram.

Andhopefullyitsreachedyouintime.Becauseifyourelike90%ofbusinessesoutthere,youradvertisingandmarketingdoesntbringinnearlyenoughmoneyorcash-payingcustomers.Andwithoutasystemtodothis,lifecanbeverytoughasabusinessowner.

Perhapsyourbusinessisdoingokay.Thingsarentgoingtoobad.Youresurviving.Butyousurewouldntmindknowinghowtogetafewmorecustomers,right?

Ormaybeyourbusinessisonitslastlegs.Andyouredesperatelyseekingsomewaytostopitfromgoingunder.

Nomatterwhatsituationyourein,yourealwayslookingformorewaystomakemoremoneyinyourbusiness,arentyou?Thatsnatural.

WellonthisprogramyouregoingtodiscoverThe7SecretsOfMoney-MakingAdvertising.Imgoingtorevealtoyoutodaywhy9outof10businessesdonthavemarketingtoolswhichconsistentlybringincustomers.Infact,mostadsdontmakeanymoneyatall.Yetaverysmallpercentageofadsmaketensofthousandsofdollarseverytime.

Therearesimplereasonsforthis.Andthegoodnewsis,nearlyeverysinglebusinesscangetmoreprospectsandcustomersbydoingonesimplething.Andthatis...

Byfollowingaprovensetofcustomer-generating,money-makingprincipleswhenitcomestoyouradvertisingandmarketing.

ImBrettMcFall.Ivewrittenwellover7,800adsandsaleslettersinthepast14years,for153industries!AndIcantellyou,inthattimeIvelearntjustacoupleofthingswhenitcomestowritingadsthatmakemoney.

Myresearchisbasedonresults.Whichmeans,actualmoneyinthetill.AndIcantellyousomethingrightnowthatcouldsaveyouthousandsofdollarsalone-anadsabilitytomakemoneyhasVERYLITTLEtodowithhowprettyitlooks.Infact,thedesignofyouradistheleastimportantelementofyouradvertising.Yetmostadvertisingagenciesandmarketinggurusputdesignatthetopofthelist.

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Onlywhenyourmarketingcontainsprovenprinciplesofcommunication,doesdesignbegintohaveaninfluenceonyourresults.Advertisingagencies,marketingcompaniesandnewspapershavehadittoogoodfortoolong.Anduntilanymarketingexpertcanprovetomethatprettypicturesandfancytypeiswhatmakespeoplebuy,Iwillcontinuetoridiculetheentireadvertisingandmarketingindustryinthiscountry.

Imaintainthatpowerfuladvertisingisthatwhichbringsinsales.Fullstop.Notadvertisingthatwinsdesignsawards.Becauseyouknowwhat?Yourcustomersdontcarewhatawardsaregivenforprettyads.

Andeitherwillyouwhenyourepayingforadvertisingthatlosesmoney.

Youneedtoknow2thingsinparticular.Thereare2typesofadvertising-thefirstis"image"advertisingandthesecondis"directresponse"advertising.

Imageadvertisingisunaccountable.Itsoftencalledbrandadvertising."Getting

yournameoutthere."Andunlessyouareamulti-nationalcompanysellingaproductthatisavailableineverycity,itisthetypeofadvertisingthatwillbleedyoudry.Youcantaffordtowaitforresults.Youcantaffordtojusthopethatcustomerswillthinkofyourproductorservicewhenitstimeforthemtopurchaseit.

Ifyoureabusinessowner,youronlyalternativeis"directresponseadvertising."WhichmeansadvertisingthatactuallyrequiresyourprospecttotakeactionNOW.Advertisingwhichyoucanactuallytesttoseewhetheritsworking.Toputitsimply,advertisingwhichget

syourprospecttorespond.

Andthatsthesortofadvertisingyouneedtostartfocusingon.Anythingandeverythingthathastodowithtraditionaladvertisingisalousyinvestment,comparedtowhatyoucanachievethroughdirectresponseadvertising.

Myadvicetoyouisthis:

DONOTspendmoneyonanyadvertisingormarketingideas,strategiesormedia,thatcannot

provideyouwithaccurate,fastmeasurementofyourreturnoninvestment.Noexceptions.Noexcuses.

Ifyoudonthavereliable,predictable,consistentsystemsthatprovidequalityprospects,customersandclients,yourbusinesscouldbeheadingdownaslowroadtoruin.

Youcanhavethebestproductorserviceintheworld,butifyoudonthaveaprovensystemfor


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marketingyourbusinessandgettingcashthroughthedoor,youcanbrokealltooquickly.

ItswhyImregularlypaidbetween$3,000and$10,000toconsulttobusinessesofalltypes.Toputitsimply,Igetresults.Andyouknowwhat?IfIdontgetresultsformyclients,thenIdontgetpaid.Andvirtuallynoadvertisingagencyormarketingcompanywillgiveyouthatguarantee.Becausetheysimplycantstandbehindtheirmarketingideas.

Ido.Infact,oftentimes,whateveraclientpaysme,Ireturnthem10times...15timesand20timesthatamountinprofit.

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Forinstance,Ihelpedcreatesomemarketingmaterialsthatproducedamazingresultsformyclients:

Onesalesletterpulledinover$147,000insales,injust10daysOnesalesletterpulledinover$300,000injust6weeksAnA4sizedadfaxedtojust1,900peoplepulledinover$3,500One4pagesaleslettermadeover$10,000injust7daysAndanotherseriesofadsiscurrentlymakingoneclientover$12,000everyweekSoImaverygoodinvestmentindeed.

ButhowdoIdothis?

HowdoIcreateresponse3or4timesthatofothermarketers?

WellIcantellyouthattheresnorealmysteryaboutit.AndImcertainlynogenius.IsimplyuseprovenstrategiesthatIhavetestedoverandoveragain,untiltheywillworkinnearlyeverysituation.

Infact,theyresopredictable,Icallthem"principles."Provenadvertisingprin

ciplesthatworkdayin,dayout.Fornearlyeverysinglebusinesspossible.

AndtheyformthebackboneofwhatImabouttorevealtoyounow-The7SecretsOfMoney-MakingAdvertising.Sothatyoucanapplytheminyourbusinessandgetinstantresults.Sothatyoucanbecomeself-sufficient.Sothatyoudonthavetorelyonadvertisingagenciesormarketingcompaniesjusttobringinbusiness.

Itstakenme14yearsinadvertisingtofinallysortallthecriticalpiecesoftheadvertisingpuzzleand

putthemintoaformatyoucaninstantlyuseandunderstand.

Thissystemmakesitsupereasytoknowexactlywheretostartwhenyouwanttoimproveyourresults.

Putsimply,understandthissystem,andyouunderstandadvertising...fullstop.

Youllhavethetemplatetoknowexactlywheretostartwithyouradvertisingrightnow.Itreallyisthekeythatopensthedoortoasmanycash-payingcustomersasyouwant.

Soletsgetstarted.

Thefirstsecretofmoneymakingisadvertisingis:

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#1.YouNeedToGetMorePeopleToTakeNoticeOfYourAd

Nowthisonemightseemprettyobvious,anditis-butstill,sofewpeople,eventhosewhoactuallycreateadsforaliving,candoiteffectively.

Sohowdoyoudoit?Imgladyouasked.Thereareabsolutelyheapsandheapsofwaystodoit.Iknowofatleast50waysthatIcanhelpyougetmorepeopletotakenoticeofyourad.Imsureyouhaveafewideasyourself!

So...whatcouldyoudotogetmorepeopletonoticeyourad?Cmon,whatwouldyourfirstanswerbe?Whatdoyouthinkisthemosteffectivewaytogetpeopletonoticeyouradinthefirstplace?WellIcantellyouoneofthemostpowerfulwaystodoitiswi

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