The Power of Copy Writing

www.getwsodownload.
com
The Power of
Copy Unleashed:
How to Create an Offer Your

Customers, Clients or Patients Are
Powerless to Resist
With Dave Dee

www.gkic.com
THE POWER OF COPY UNLEASHED : HOW TO CREATE AN IRRESISTIBLE OFFER PAGE 2
www.getwsodownload.com
© 2014 Glazer-Kennedy Insider’s Circle, LLC. All Rights Reserved.
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© 2014 GKIC
Contents
The Power of Copy Unleashed ................................................................................................................ 4
The Scientific Approach to Writing Copy............................................................................................ 4
Constructing the Offer ........................................................................................................................ 9
Free Information ........................................................................................................................... 10
Basic/Deluxe.................................................................................................................................. 10
Bonuses ......................................................................................................................................... 11
Time Limit...................................................................................................................................... 11
Number Limit ................................................................................................................................ 11
Guarantee(s) ................................................................................................................................. 11
Price............................................................................................................................................... 11
Bonuses ............................................................................................................................................ 12
Guarantees ....................................................................................................................................... 13
Pricing ............................................................................................................................................... 16
Brain Dump ....................................................................................................................................... 18
Write Your Bullet Points ................................................................................................................... 19
Writing Headlines ............................................................................................................................. 21
The Copywriting Formula ................................................................................................................. 22
Adding Your Headlines and Sub-headlines ....................................................................................... 34
The Finish Line .................................................................................................................................. 34
Answering Objections ....................................................................................................................... 35
The Real Secret ................................................................................................................................. 37
© 2014 GKIC
The Power of Copy Unleashed
This is all about creating an irresistible offer and doing so through the
power of copy.
Copy is defined not just as written words on paper but anything that comes out
of your mouth when you’re in a selling situation:
 Video scripts
 Commercials
 Sales letters
 Ads
…whatever
All of this is super-important.
“The ability to put words on paper that produces money gives you
the ultimate in freedom, power and security.”
The late, great Gary Halbert said that any problem could be solved with one
good sales letter.
One good sales letter can make you rich. One.

One good sales letter
I’m going to teach you exactly how to do it. can make you rich.
Even if you’ve never written a piece of copy in

your life or you think you’re bad at it, by the end of this, you’re going to know
specifically what to do step by step by step.
The Scientific Approach to Writing Copy

Let’s get started with the scientific approach to writing copy.
We’re going to go into each one of these steps in detail. I’m going to give you
templates and everything.
© 2014 GKIC
#1: Create a Fact Sheet
The first thing is you need to create is what is called a fact sheet.
 You’re going to get out a piece of paper.

 You’re going to fire up your computer.
 At the top, you’re going to write your product and you’re going to write
down the facts about your product.
For example, Magnetic Marketing has

in it six DVDs, six CDs, there’s 384
The Scientific Approach to Writing
pages, just the facts about your Money Drenching Copy
product. Everything you can think of. 1. Create a fact sheet
This is how you’re going to start. 2. Create a benefit sheet
3. Write down your killer offer

You’re never going to be starting with
a blank piece of paper starting to write 4. Create headlines
your copy. This is easy. 5. Write your first draft
6. Read the copy out loud

#2: Create a Benefit Sheet
The next step you do is you create a 7. Edit the rough spots
benefits sheet. 8. Read aloud again
You’ve got all of the elements, all of the 9. Edit for style
components of your product. 10. Check facts!
Now, what are the benefits of those

components?
We know the difference between features and benefits; correct?
An air bag is a feature in a car. The benefit is you don’t get killed in an accident.
That’s the benefit.
The benefit is always what the feature does, what the

mini-transformation is, for your prospect.
© 2014 GKIC
You write down all of the benefits of your product or service. It doesn’t matter if
it’s a product or if it’s a service.
#3: Write Down Your Killer Offer

The next thing you do – we’re going to get into detail about this one – is you
write down your killer offer.
Stephen Covey, the author and business expert had a saying, “Begin with the end
in mind.”
You don’t start writing your copy until you know what you’re trying to sell, what
your offer is; because your entire offer, your entire copy, is built around that
offer.
You have to have a killer offer. I’m going to show you how to construct it and all
the elements that consist your killer offer.
You don’t start
You work backwards. You start with your offer at
the end and then you build backwards from that.
writing your copy
until you know what
#4: Create Headlines
The next thing is you’re going to create you’re trying to sell.
headlines.
You’re going to write down a whole bunch of different headlines. The best way
to do this is to have a swipe file, a headline template, so they’re fill-in-the-blank.
I have a little file box that has 300 headlines written on index cards in it; so I just
flip through those and pick out the ones that will work.
They’re all fill-in-the-blank. I just go through, I say, “This one works, this one
doesn’t work, this one works…”
I just write down a whole bunch of different headlines. We’re going to talk a bit
more about headlines later, but remember this; the headline is the ad for your
ad.
© 2014 GKIC
The headline is the single most important part of your ad.
If the headline doesn’t grab their attention, it doesn’t matter how good the copy
is after it.
By the way, a headline, if you’re doing a radio commercial, is the first thing that
comes out of your mouth.
If you’re doing an online sales video, it’s the first thing that comes out of your
mouth. That’s the headline, or it’s actually a headline on the top of the video
player.
#5: Write Your First Draft

Then you write your first draft. Now, this is an overview. We’re going to go into
detail.
You write your first draft, and you just write.

Whatever comes into
Here’s the key. You don’t edit.
your head, you just
 You don’t edit for style.
start writing.
 You don’t edit for grammar.
 You don’t edit for spelling.
You just start writing. It’s like a brain dump.
Whatever comes into your head, you just start writing. It doesn’t matter how it
looks, and you don’t stop. You just write.
Now, it’s infinitely easier if you’ve done steps one through four, by the way,
because now you’ve got stuff organized.
What happens is, when you do steps one through four, your subconscious mind
is already formulating what you’re going to say.
Always remember that you want to write like you talk.
© 2014 GKIC
Always remember that you’re speaking to an individual. You’re writing to one
person.
You should have an “avatar” of your ideal client. When you write, you look at
and you picture this person and you write directly to them, but you just write
like you speak.
#6: Read the Copy Out Loud

Now, the next thing is you’re going to read the
copy out loud. Read the copy out
loud to make sure it
The reason you read the copy out loud is to
make sure it flows smoothly. flows smoothly.
Are you stumbling over words? If you’re stumbling over words, that’s no good;
you’ve got to correct it.
It’s got to flow smooth like you’re speaking.
#7: Edit the Rough Spots

The next thing you would do is you would edit for rough spots.
“This doesn’t sound right. When I first wrote it, it sounded good but now it doesn’t
sound good, so I’m going to edit it. I’m going to smooth it all out.”
#8: Read Aloud Again

Then you read it aloud again. You go through the same process.
#9: Edit for Style

The next thing is to edit it for style. This is where you go through and create
what we call the double readership path. There are two types of people who
read stuff.
 There’s a type of person who reads every single word.

 There’s another type of person who just skims to get the essence of it.
That’s me. I skim. Then if I’m really interested, I’ll go back and I’ll read
the entire thing, but I just skim.
© 2014 GKIC
Edit for style means you bold certain words; you put subheads in that break
apart the copy so it looks like it’s easy to read.
One of the keys is that you make it look like it’s easy to read.
If it looks like a mess, people aren’t going to read it. Their brain will get
overwhelmed, so you edit for style:
 Bolding
 Subheads
 Arrows
 Circles
Someone should be able to just skim it and get the gist of what you’re talking
about.
#10: Check the Facts

Then the tenth thing that you do is you check the facts.
Make sure the phone number is correct – if you’re driving people, for example,
to a toll-free recorded message, you want to make sure you have the right
number in there.
There is nothing uglier than sending out 10,000 pieces

and having the wrong phone number in there.
It’s really ugly when you put somebody else’s phone number in there. They’re
not happy when they call you and ask what is going on.
So check the facts.
Constructing the Offer

Let’s go over constructing the offer. Here are the different elements that can
make up your offer.
© 2014 GKIC
1. Free Information
The first thing is, is this free information? Are you using this to generate leads?
Are you offering something for free – free report, a free book, a free appetizer?
What are you offering? Is it something that’s free?
2. Basic/Deluxe
The second piece to this, is there a basic and a deluxe? Can you have a basic and
deluxe version of something?
Typically, what that does is gives you what we call in sales the alternate of
choice.
Now someone is deciding between something and something as opposed to

between something and nothing.
Good copy is good salesmanship. That’s what it is. So basic and deluxe.
There’s always going to be somebody who wants

the deluxe version of what you have to offer.
At GKIC, we have this program called The Ultimate Marketing Machine. We had
one package that we sold, which we took you through eight weeks virtually.
Then we had another package that

Constructing the Offer
we sold where you actually came
and you worked with us. Free information
Basic/Deluxe
Basic and deluxe.
Bonuses
Obviously, we had more people
Time limit
that took the basic package
Number limit
because the deluxe package was
significantly more expensive. Guarantee(s)
Price
However, there was a whole bunch
of people who took the deluxe
© 2014 GKIC
package. So basic and deluxe.
Bonuses
An important part of your offer is the bonuses you include. We’ll be discussing
bonuses separately in more detail.
Time Limit
Time limit; is there a time limit? Is there a deadline?
Then why is there a deadline? You have to justify it. What is the urgency?
For example, if you’re doing a Valentine’s Day promotion, maybe it’s for the
entire month of February and it goes away. Maybe it’s only on Valentine’s Day.
Number Limit
Is there a number limit? Are you giving away something free and there’s only a
certain number of them that you’re going to be able to give away for free?
Guarantee(s)
The next thing, what are your guarantees? We’re going to talk about guarantees
in detail.
You always need to guarantee it. You have to reverse the risk.
In any transaction there’s risk.
The more risk you can take upon yourself,

the easier the sale becomes.
We’ll be talking about the different types of guarantee.
Price
Finally, what is the price? How much does this cost?
Also under price you’ve got payments.
 Are there payment options?

 Are there deferred payments?
So what is the offer?
© 2014 GKIC
You create your offer sheet.
Those are different elements that will create your offer.
Bonuses
The next thing as part of your offer are bonuses.
You should always be adding bonuses regardless

of the business that you’re in.
Sometimes bonuses can help drive sales. Number one, the bonuses should have
real value. They should have real value, not just perceived value.
In fact, sometimes a bonus can be so good that people will buy your entire
product or service just to get the bonus.
They will then justify their entire purchase.
Remember, people buy on emotion and then justify it with logic.
The next thing is, if possible, you want the bonuses to add up to be more than
the price of the product or the
service.
Bonuses
Now it becomes really irresistible. Should have real value
Next is the whole thing, “Wait, Add up to more than the price of the offer
there’s more!” Wait! There’s more…
Related and unrelated

We all laugh at that.
Bonuses that drive the sale
Well, there’s a reason why all of
those infomercials, have that in
there.
What is that reason? It works.
© 2014 GKIC
You don’t actually have to use the phraseology, “But wait, there’s more,” but you
should always have a, “But wait, there’s more.”
What it’s doing when you write your copy, whether you’re speaking it or writing
it, is it builds up a tension in them.
Psychologically it builds up a tension in them, and they will actually have a

physical change in them. They’ll feel it. They get more and more and more
excited until it boils over and they have to buy.
The next thing is they can be related or unrelated bonuses:
 A related bonus is exactly what it sounds. It’s something which fits

precisely in with what you’re doing.
 An unrelated bonus is something that’s
just fun and cool. It’s not exactly tied in
You’ve got to find
with your service but it’s just fun and cool.
something that you
For example, I worked with an estate planning can guarantee in
attorney and when you came in for an initial
your business.
consultation the bonus was that you got a
romantic dinner for two at this restaurant for a Valentine’s Day promotion.
The dinner for two doesn’t really have anything to do with estate planning but
it’s a cool bonus.
In that case, it was a bonus not even for buying. It was just a bonus for coming
in. Remember, bonuses can drive the sale.
Guarantees
Let’s talk about guarantees. The question is should you even have a guarantee,
and the answer is yes.
You’ve got to find something that you can guarantee in your business.
© 2014 GKIC
You may not be able to guarantee results but you
can guarantee something.
What can you guarantee? If you can guarantee results, that’s even better.
You can have a satisfaction guarantee, “If you’re not completely satisfied, we’ll
give you your money back.” Very simple.
You can have a performance-based guarantee. “If you don’t make X number of
dollars in the next 90 days, we’ll give you your money back.”
The other thing you can do is you can do conditional versus unconditional.
 Conditional is that they’ve got to do something in order to get the

refund.
 Unconditional is they get the refund just because they ask for it.
Big rule of thumb is, your first guarantee must be unconditional. Your second
guarantee can be conditional. We’re going to talk about double guarantees in a
minute.
Let me give you an actual example from when we sell Magnetic Marketing.
Here’s basically the guarantee and how it

sounds. Guarantees
Should you even have one?

“Get Magnetic Marketing and try it out
for 60 days. Satisfaction
Performance based
If after 60 days you don’t think it’s great,
Short or long?
you don’t like it for any reason – you don’t
like the color, you don’t like the sound of Name them
my voice, whatever – return it and we’ll Conditional vs. unconditional

refund 100% of your money, no questions Double guarantee
asked.
© 2014 GKIC
But if you keep Magnetic Marketing past the 60 days, I’ll ride with you for another
10 months. That’s right. One full year.
After one full year if you can look me in the eye via email and tell me of at least
three strategies that you implemented that did not work for you, I’ll still give you
100% of your money back, yes, even a year later.”
The first guarantee is unconditional. The second guarantee is conditional, but

it’s a double guarantee. It’s very, very powerful.
The next thing is should your guarantees be

short or should they be long? Name the guarantee
something because it
It doesn’t really matter. If you can spell out what
gives it power.
your guarantee is in detail, so much the better.
The next thing is give your guarantees a name. What you call things has a
tremendous impact on their effectiveness.
Give the guarantee a name: “My rock-solid, no-questions-asked 100% money-

back guarantee.”
Name the guarantee something because it gives it power.
There’s another type of guarantee which is a “plus” guarantee.
Not only do they get their money back, they get something else in addition to
their money back.
This shows a lot of guts. Let me give you an example.
“Come to my seminar. If, after the first day, you don’t believe this seminar was
everything that I said it was, simply come up to me and tell me that and, not only
will I refund your money, I’ll give you $500 towards your plane ticket to fly back
home.”
© 2014 GKIC
Plus guarantee: “Get this product. Get all the bonuses. If you don’t like it, if you
don’t think it’s the best thing for you on the planet, simply return the product and
keep all of the bonuses.”
Plus guarantee. Irresistible offer.
Remember, what we’re trying to do here is create an offer that

our prospects are powerless to resist.
We’re hitting upon all their emotional buttons here. It’s very, very powerful, the
plus guarantee. It shows strength too, by the way.
Also, it is my personal belief that most people are inherently honest – and I have
proven this.
Yes, there will be some people that are going to rip you off; no question about it.
But very few people will, and the amount of additional business that you get far
offsets the few lowlifes who rip you off.
One of the funniest guarantees I’ve ever seen, and it works, by the way, is for
people who sell digital e-books and stuff with a sixty day guarantee.
“If at the end of 60 days, if you don’t like it, just send it back and we’ll give you
100% of your money back.”
Send it back? It’s a digital file. How am I going to do that?
Or it’s, “…and you get to keep it.” Well, obviously!
Pricing
The next thing as part of your offer is pricing.
© 2014 GKIC
You need to know the market. You need to know your prospect, what’s going to
fly.
Remember this – if you’re selling money-making information or productivity

information or a productivity service like software or something like that – the
higher your prospect’s transaction value, the more money you can charge.
I can charge a lot more to sell software to a heart surgeon than I can to the Dairy
Queen owner.
It could be the same software but there’s different transaction values.
In many cases payments are more important than price.
In America we now buy on payments, not on

what the total price is. A lot of people buy on The higher your
payments. So can you create payments?
prospect’s
You always want to compare apples to oranges. transaction value,
You want to compare your price against the more money you
something that’s different. can charge.
For example, I just did a seminar where I sold my product called The Psychic
Salesperson System.
I talked about how I charge $970 an hour for consulting – that’s what I currently
charge. I say, “This program took me hundreds of hours to put together.”
Let’s say it only took me 40 hours to put together, if you multiply $970 times 40,
you get nearly $40,000.
Now you’ve set the value there. I’ve compared apples to oranges. It’s not the
same as one-on-one consulting but I’ve set a frame. So you compare apples to
oranges.
© 2014 GKIC
The next thing is my favorite pricing formula, which is this. You give the value,
the value is what you say it is, that
Pricing
you can justify.
Know the market
I just justified a huge value, $970
Higher transaction value = higher price
times 40, so I justified the value.
Payments more important than price
Then I drop down to the retail price
Apples vs. oranges
and I drop down to the special
My favorite pricing formula:
price if they take action
Value – Retail – Special Price
immediately.
Express discount in % and dollar amount
The next thing is you want to Shipping and handling
express the discount in terms of
percentage and dollar amount.
Don’t just say 25% off, you want to say it’s 25% off and then whatever the dollar
amount is.
Whatever it is, you want to express it in percentage and dollar amount.
The next thing is, is there going to be shipping and handling? If this is something
that you’re going to ship to them – if it’s a physical product – is there going to be
shipping and handling? Is shipping and handling built in?
You need to make all of those decisions. That’s pricing.
Brain Dump
Now, you’ve got all of this down:
 You’ve got your offer.

 You’ve got your fact sheet.
 You’ve got your benefits sheet.
 You know what your guarantees are.
© 2014 GKIC
What you’ve done now is this has made your process of putting together the
copy infinitely easier because now you’ve got pieces to the puzzle.
Now all we really need to do, as we get through this step, is put those pieces
together in the correct order and smooth them out.
Remember I said, this is a scientific approach to writing copy. It makes it way

easier if you’re not a professional copywriter.
Write Your Bullet Points

Now, the next thing is, you’re going to write bullet points.
I’m going to show some bullet point templates that you can use, but you write
down bullet points.
You don’t edit, you don’t organize, you just write.
What is this about? What is your offer about? What are the benefits?
You just start writing, writing, writing, writing.
Here are some bullet point formulas:

 How to ________ [whatever it is]”
 6 ways to ________ “5 ways to ________” “7 ways to ________”
 A simple method for________
 How to solve ____ once and for all
 Quick and easy ________
 The secret to ______
 How to __________ revealed
 The step-by-step formula for _______ “The step-by-step formula for
organizing your house even if it’s the biggest disaster you can possibly
imagine”
© 2014 GKIC
 The truth about _______ “The truth about chiropractors that they don’t
want you to know”
 Insider secrets about __________
 A simple technique for _________
 The dirty little secret about ________
 7 secrets your competitors don’t want you to know about ______
 The five things you must NEVER do
 Why almost every expert is wrong about ___
 The no-lose way to ________
 How to quickly and easily________
 The A-B-C formula for __________
 The truth about _______
 The correct way to __________
 An easy cure for the _____________
 The ONLY type of ______ you should use
 The FOOLPROOF way to ____________
These are so easy to fill in the blanks.
ACTION STEP
I want you to try it out right here. Just write some bullet points really fast. Get
your pen out and fill in the blanks in the list above.
Pick out three. Write down three right away. Just do it really, really quick.
I’m going to give you one minute to come up with three bullet points because I
want to show you how easy it is to actually do this if you’ve got a template. It’s
so simple.
I would fill all of these out because here’s what you’re going to do with your
bullets. You’re going to use those in a specific part of the copy.
© 2014 GKIC
The ones that you don’t use you’re going to turn into little subheads, which will
break apart your copy, or you can also use them as headlines.
What you want to do is you want to create a headline swipe file, as I talk about
it.
Writing Headlines ** See the “How to Create a

Headline Report **
Here’s one of the best ways and easiest ways to create a headline swipe file.
First of all, your junk mail, you should be saving and looking at, because your
junk mail is being sent out by mass big-time marketers and they hire the best
and brightest copywriters on the planet.
All you need to do is look at the headlines and say, what’s the formula here?
How can I turn that into a formula?
Another great thing is National Enquirer. You should be subscribing to the

National Enquirer.
I know you’re laughing but think about it. The National Enquirer sells more
papers than New York Times, Los Angeles Times, all put together.
How do they sell it? The headlines.
They pay the best copywriters tens of Writing Headlines

thousands, hundreds of thousands to Create a headline swipe file
write those because that’s what sells it.
Write 25-50 headlines
It is a master class in how to write copy. Pick the one you like the best
You’re going to write about 25 to 50

headlines and you’re going to pick the one you like best.
The ones you don’t use you’re going to use and turn them into subheads.
© 2014 GKIC
The Copywriting Formula
Now, here’s the powerful copywriting formula that I promised you.
#1. Teasing pre-head

The first thing is a teasing pre-head. I’m going to give you a simple formula.
Here’s the formula:
“Attention… [Whoever your prospect is.]
“Attention, doctors …”
“Attention, women in the Santa Fe area who are 25 pounds overweight…”
You’re calling out who your ideal prospect is. That’s all it is.
There are other formulas, but remember, unless you’re a professional

copywriter, you don’t need a lot of formulas. You need one formula. You need to
follow it. You’ll blow away your competitors who don’t know what they’re
doing.
#2. Headline
Then you put down your headline. You’ve got your pre-head: “Attention…
whoever it is.” Then, bang, you put down your headline.
By the way, this order is important. The syntax, the order that you put the copy
in is mission critical.
You want to follow this formula. You don’t want to mess around. You don’t want
to take number six and put it where number five is. It doesn’t work as well.
#3. Sub-headline
Then you’ve got your sub-headline. Remember, you’ve got your pre-headline,
“Attention… whoever.” You’ve got your headline.
Your sub-head expands upon your headline.
Here’s a key point. This comes from Joe Sugarman, a brilliant direct response
marketer. He calls this his slippery slide technique.
© 2014 GKIC
 The only purpose of the pre-head is to get somebody to read the
headline.
 The only purpose of the headline is to get somebody to read the sub-
headline.
 The only purpose of the sub-headline is to get the person to read the first
line.
Before the person knows it, they’re on a slippery slide; they can’t stop until they
get to the bottom and buy. You’re pulling them through the copy.
Where do you get your sub-headline? Well, you wrote 25 – 50 headlines. Pick
one of them, pick another one and make it your sub-headline. Boom. Really
simple.
#4. Salutation
The next piece is the salutation. “Dear Friend” works fine but you can also
customize it with their name. You can do this in email. You can do this in direct
mail. You can actually do this online.
If you send out a postcard to somebody, first of all, the postcard could be
personalized, and then you use something called a PURL, a personal URL. When
they go to that URL their name is actually on the web page.
We’re not going to get into the technology of it, but the key is you can actually
personalize it. In most cases personalization will out-pull.
If you’re a local business, there’s really no reason for you not to personalize
because odds are you’re not going to be mailing out 200,000 pieces.
#5. If you want to….

So you have your salutation; now here is the simple formula and this is the
formula I fall back on all of the time.
I learned it from Gary Halbert. Here it is:
“If you want to achieve this, this and this,” or
© 2014 GKIC
“If you want to rid yourself of this, this and this,”
….whatever it is, those are the benefits they want to achieve.
“If you want to lose weight, gain muscle and do it in 30 days, then this will
be the most important letter you’ll read all year.”
It is a beautiful opening. It couldn’t be any easier, “If you want to achieve this,
this and this.”
I like to use both pain and pleasure. If you notice, in the one I just said, I said, “If
you want to lose that unwanted weight, gain muscle and do it in 30 days, this
would be the most important letter...”
By the way, you can translate this:
 “If you want to lose weight, gain muscle and do it in 30 days, this will be
the most important video you watch all year.”
 “If you want to lose weight, gain muscle, and do it in 30 days, this will be
the most important message you hear on the radio all year.”
It’s all the same. It doesn’t make any difference. Even though it’s called
copywriting, it doesn’t matter. You’ve got to always write, because you’ve got to
write the script. But following the format is easy.
ACTION STEP
I want you to try that out now. Write your opening for yourself. Literally, it
should take you two minutes to do this.
By the way, I hope you’re following along with this. Don’t just be reading or
listening to me and saying, “Hey, this guy is cool.” I know that’s probably what
you’re saying! What I want you to do is actually do the exercise with me.
If you want to _______________________________________________________________,

_____________________________________________and _________________________________________
© 2014 GKIC
This is easy because it follows a formula. It follows a template. You can get
advanced. You can get way beyond this but most of you don’t have to. This is
where you’ve got to be to make it happen.
#6. Tell me who you are and why I should listen to you
Now, the next piece of the puzzle is to tell me who you are.
By the way, there’s transitional statements. Let me give you the transitional
statement between five and six.
The transitional statement is, “Here’s why...”
“This will be the most important letter/email you read all year. Here’s why...”
“Hi, my name is… [Your name]. I have just written a book on…”
This is where you tell people why they should listen to you. This is where you
tell your little personal story.
You introduce yourself. That’s all it is.
Here’s the key.
When you introduce yourself, you want to do it in such a way that

it relates to them so it keeps them interested.
For example, when I was selling to magicians, I would say, “My name is Dave
Dee and, like you, I’m a professional magician. I remember how it was to be
struggling only doing three shows a month.”
Now I’m talking about myself but I’m really talking about the prospect. You
always want to talk about you in terms of being a benefit to the prospect.
Here’s why they should listen to you, because it’s a benefit to them, not just
about I’ve got two dogs and all that.
So that’s number six, tell me who you are and the reason why I should listen to
you, because, by the way, this is what’s going on in their head.
© 2014 GKIC
You’ve caught their attention in a big way but now they want to know, “Who is
this person?”
It’s psychologically sound. It’s following along what’s going on in their own
head.
#7. Bullets, bullets, bullets

Step number seven is where you put the bullet points.
“Here is just some of what you’re going to discover…”
“Here are some of the benefits you’re going to get when you come in for a
complimentary consultation…”
“Here’s what you’re going to receive when you come in for your romance
package dinner at my restaurant…”
This is where you put in the bullets. You don’t need all of them, by the way, if
there’s too many.
You just take your best bullets and plug them in to this piece.
Do you see how easy it is if you break it apart into pieces as opposed to just
sitting in front of a computer with a blank screen? This makes it way easier.
The next thing is you need a transitional statement between seven and eight.
You do your bullets. Your last bullet is going to be, “… and more.”
Then your transitional statement is:
“Hey, you don’t even have to believe me. Listen to what my customers [or
patients or clients] have to say…”
#8. Testimonials
Then you plug in testimonials. Now, you’ve got to be careful here. I’m not a
lawyer.
© 2014 GKIC
I don’t pretend to be a lawyer and if you want to check this out, you can have a
lawyer look at your copy.
You’ve got to be really careful about putting in results-based testimonials.
In some industries you can’t, but you can put in testimonials like:
“The service was fantastic.”
“I came to his office and I got in right at the right time.”
“This guy is incredible.” “This woman is incredible.”
…those kind of testimonials.
Again, I’m not an attorney, but in many cases, if you’re in a local market, you
could very possibly use results-based testimonials. That’s not a legal opinion,
but you know what I’m saying.
You put in your testimonials. After your testimonials you say, here’s a
transitional statement:
“Okay, here’s what I’ve got for you…”
#9. State Your Main Offer

You then take your offer that you already wrote and cut, paste, pop it in.
#10. State Your Price

The next thing is you tell what the price is.
Oh, guess what. We’ve already done the price, haven’t we?
Cut, paste and pop it in.
I want to make this as brain-dead simple for you as possible. Between nine and
ten, here’s a transitional statement:
“By now you’re probably wondering what the investment is.”
“By now you’re probably wondering what does this cost.”
© 2014 GKIC
By the way, I like using the word “investment” instead of “cost.” But whatever.
When I say, “transitional statement,” it’s typically a sub-head. A sub-head breaks

apart the copy. It’s another headline, not as big as the headline at the top of the
letter, but it breaks apart the copy.
Another transitional statement is you can say:
“Okay, [Put in your own name] it sounds great. How much?”
That’s another transitional statement. It’s a transition between your main offer
and your bonuses. Because what are they asking themselves after you got them
all lathered up about what the offer is? They’re saying, “How much?”
#11. Talk about the Bonuses

The next thing is you’re going to talk about the bonuses.
“But wait, there’s more...”
Now, you can tie bonuses in. Let me give you a little advanced course on
bonuses and on copywriting. There’s two type of bonuses, and it depends upon
what you’re selling whether it applies or not.
But here’s something really important for you to remember…
 Unsuccessful people, when they hear a new idea, immediately say, “That
won’t work for me. That doesn’t fit for me.”
 Successful people ask the question, “How can I make this work for me?”
As far as the bonuses go, there are two types of bonuses you can offer.
 One is what I call a core bonus.
This is a bonus that comes with the package; it comes with whatever it is
you’re offering.
© 2014 GKIC
Let’s say you’re a chiropractor. You’ve got your core offer, “Come in for a
consultation,” and maybe your core bonus is, “We’re going to give you the
world’s greatest fish oil supplement absolutely free when you come in.”
That’s the core bonus. No matter when they take advantage of the offer,
they get that bonus.
 Then you could have a fast-action bonus.
The fast-action bonus is only when they order, come in or do whatever

you want them to do by a certain deadline. It’s a fast-action bonus.
For example, if you’re one of the first ten people to take advantage of this,
you get this bonus.
That’s a little advanced. You don’t necessarily need to do it but it is

powerful.
Let me give you one more example. We just did a webcast where we sold one of
my products.
I had a bunch of core bonuses that you get. The fast-action bonus was, “If you’re
one of the first 25 people to order this product, you get this additional product,
which costs $995, for free.”
That drives people to take action immediately. We want to do things that get
people to act now.
#12. Add Your Guarantee

The next thing is your guarantee. Well, guess what. You’ve already done your
guarantee.
Here’s your transitional statement:
“I am so confident that I could achieve these results for you that I’m going
to give you…”
© 2014 GKIC
You put in what you called your guarantee, “My 100% rock-solid, money-back
guarantee.” Whatever you named the guarantee, that’s your sub-head. You copy
and paste whatever your guarantee is. That’s it.
By the way, the transitional statements that I’m giving you, although simple, are
really important because they make the copy flow smoothly.
You’re transitioning smoothly from one piece to the next piece to the next piece.
#13. Close (Tell them exactly what you want them to do and why they should do it
now)
The next thing is close. You give them the guarantee and then you say:
“Okay, here’s what you need to do next.”
That’s your subhead or a variation of that, but don’t over-think it. That works
pretty darn good.
Then you do your call to action, whatever it is you want them to do.
Remember, when you’re doing your call to action, you want to tell people
specifically what you want them to do:
“Pick up the phone, call; ask for Mary when you call.”
“Go to www.XYZ.com, fill out the form there and enter the secret code.”
Tell people, give them explicit instructions.
Everyone says they get it and then I look at somebody’s copy and they do great
throughout the entire process and they wimp out during the close. They wimp
out when asking for the sale.
By the way, the sale can actually mean a cash transaction sale or it can mean
coming in for or calling for a free consultation.
The close is whatever the next step in your sales process is.
© 2014 GKIC
In some cases, you’re going to have to meet with the person in order to close the
actual sale.
So you need to tell them exactly what you want them to do.
Then you’re going to put, “Sincerely,” “Best,” whatever it is… your name.
#14. P.S. Reiterate offer and stress deadline

We’re not done because now we’re going to go into the all-important PS.
The PS is one of the most read portions of your letter and it should be very
powerful.
I’m going to give you a formula; again, this is a little advanced, even though this
is really a basic copywriting course.
I want you to do three PS’s; not one, three.
Your first PS is simple. Your first PS reiterates the offer and stresses the
deadline. You recap the offer.
Now, the beauty of that is, if someone is scanning your letter, they’re almost
always going to read the PS. So they can get the essence of what your offer is just
by reading the PS.
You’re not going to cut and paste the entire offer. You’re going to summarize the
offer and stress the deadline.
#15. P.S. #2: Takeaway Selling

The second PS is you’re going to use what we call take-away selling.
Take-away selling is basically you tell them this is not for you if…
“Hey, this is not for you if…”
For example, I would say, “Don’t invest in this program if you don’t want to put
any work into it. It will work for you but you’ve got to work.”
© 2014 GKIC
This is actually where you tell the truth. Now you were telling the truth
throughout the entire thing but this is where you actually make a damaging
admission, as it’s called, telling them who this is not for.
One that I use is, “This is not for you if this is going to cause you to take food off
the table. If the investment in this is going to cause you tremendous financial
hardship, we don’t want you to get it.”
Because that’s true. We don’t want that. So you tell the truth.
What does that do? It builds trust and integrity. By the way, it’s true so you do
want to put true things in there.
I don’t want to get deep into the psychology of this, but if I said, “This isn’t for
you if you don’t want to work. If you think that you can just meditate and sit in a
corner and money is going to come in, then this program isn’t for you.”
Who in their right mind is going to say to themselves, “Yes, I’m lazy and I don’t
want to work?”
Even though they may be that person, they’re not going to say that. You’re
putting them in what’s called the double bind. If they don’t buy, they’re saying,
“Hey, I’m lazy.”
#16. P.S. #3: Add an extra unexpected bonus

PS number three is you add in – and this is not a mandatory one but this is a
good one – one more unexpected bonus, one more thing that puts it over the
top.
Now it’s like, “Okay, I’ve got to do it. I am powerless to resist this offer now. I’ve
got to do it.”
You make that last extra unexpected bonus really good.
Let me just give you a couple more tips on the PS and this comes from Gary
Halbert. You know you got the PS and you’ve got the PPS and then you’ve got the
© 2014 GKIC
PPPS. Halbert said, and this is what I do, he said, PS #1, PS #2, PS #3. He actually
numbered them as opposed to going to PPS and the PPPS.
The other thing is you can do, “My final PS, I promise.” I’ve used that one too.
That adds a little bit of humor in there.
Copywriting Formula
1. Teasing pre-head
2. Headline
3. Sub-headline
4. Salutation
5. If you want to_____, ______, and_____ then this is the

most important letter you will read all year
6. Tell me who you are and why I should listen to you
7. Bullets, bullets, bullets
8. Testimonials
9. State your main offer
10. State your price
11. Bonuses
12. Guarantee
13. Close (Tell them exactly what you want them to do

and why they should do it now.)
14. P.S. Reiterate offer and stress deadline
15. P.S. #2: Takeaway selling
16. P.S. #3: Add an extra, unexpected bonus
© 2014 GKIC
Adding Your Headlines and Sub-headlines
So you have written your copy. Now what do you do?
Well, let’s loop all the way back to the very beginning. What you’re going to do
now is you’re going to use the headlines that you created earlier.
Remember you created 25 to 50 of them. You’re going to use them to break

apart the copy.
You want little chunks. When somebody looks at it, there’s little chunks of copy.
It’s not like a big, bold thing so they’re like, “I can’t read it.”
You just take those headlines and you intersperse them; you center them, you
make them bold and a little bit bigger so it just breaks apart the copy.
By the way, in the formula that I’ve given you here, I’ve given you a lot of the
transitional statements, which can be the sub-heads anyway. So I’ve given you a
lot of that, and it’s really easy if you follow this formula.
The Finish Line If you’ve done all the

Now, we’re on the finish line but we’re not done.
steps, your
What you need to do is you need to set the copy
subconscious mind
aside. Turn off your computer. Do something else.
will automatically
Leave it for at least a day.
start working on this
Leave it for at least a day, because what you’ve
for you.
written now you think is just genius.
Wait till you go back and look at it the next day. You’ll be, “Oh, man.”
What you want to do is you want to wait a day, because what will happen is, if
you’ve done all the steps, your subconscious mind will automatically start
working on this for you.
© 2014 GKIC
It will give you additional ideas and additional insights.
Then you’re going to go back the next day, you’re going to look at the copy and
you’re going to read it out loud, as I said earlier, and you’re going to see if it still
makes sense.
I guarantee something will pop into your head that will strengthen the offer
because your subconscious mind, which is so powerful, has been working on
this for you.
You read it aloud, anything you skip, anything that you stumble on, anything
that doesn’t sound right, you fix.
You want to cut
A lot of what you do in this phase is cutting. You
words out not to
cut stuff.
make it shorter but
If you follow this formula, it’s pretty tight; but a
to make it more
lot of people won’t get to the main points right
powerful.
away in their first draft. You want to get right to
the point right away, so you want to cut out, not
to make it shorter, but to make it more powerful.
It’s not the length of the copy. It’s whether the copy is boring or not. So you want
to cut till you get to the essence.
Then what you do is you read it aloud and then you edit again, read it out loud
one more time. Again, check to make sure all the information is correct, and you
are done.
You’ve written a killer piece of copy with an offer that

will be truly irresistible to your prospect.
Answering Objections
One other thing you want to do, there’s an additional sheet you want to create.
© 2014 GKIC
Remember, we did the fact sheet, benefit sheet, bullets, we did all that; the
additional sheet you want to create is the objection sheet.
You want to write down all of the reasons why someone will not take advantage
of your offer.
Then, in the context of your sales letter, after you write the first draft, you want
to make sure that you go through the sales letter and in that sales letter – or in
that video script, whatever it is – you answer all of those objections.
Because remember, this is different than face to face.
By the way, in good face-to-face selling, you do the same thing. You answer the
objection before the client or the prospect ever
brings it up.
You’ve got to answer
Amateur sales people or timid sales people hope
that the prospect won’t think of an objection, all of the objections
“Oh, God, I hope he doesn’t think of that one.” in the sales letter.
In a one-on-one situation you can handle it

immediately. In group selling or when you’re selling with a sales letter or
something like that you can’t. You’ve got to answer the objections in the context
of the letter.
There’s a number of different ways to do that.
One of the ways to do it is with your testimonials. A great testimonial is, “Hey, I
was skeptical about Bob, but, boy, not only did he do what he said what he did, he
did more than he said he did.”
Now, here’s a really slick way to do it, which is even easier than what I just told
you. The easiest way to do this is to create a Frequently Asked Questions insert.
You just make every objection that you wrote down on your objection sheet into
a question and you answer it in the Frequently Asked Questions.
© 2014 GKIC
Therefore, you don’t have to worry about layering and doing deep psychological
stuff in your copy. It works brilliantly.
All the objections you frame as questions, “Here are questions that we’re asked a
lot.” You answer each objection that way.
You just put it on a different color piece of paper or different spot on your
website, whatever.
The Real Secret

The real secret for doing this is to write. This is one of the most important skills
that you can learn.
By the way, even if you hire a copywriter, this is still one of the most important
skills that you can learn, because you need to
know whether their copy is good or whether it’s A big secret is to
not good. take proven copy
Unless you’re hiring a high-end direct-response and write it by hand.
copywriter, the truth is you could probably do it
better than they can.
Someone like Dan charges six figures to write copy. Even a mid-level copywriter
is going to charge you five grand to write a piece of copy, but the odds are you
don’t even need them to do it.
If you follow this formula you’ll be in really good shape.
A big secret is to take proven copy and write it by hand.
So when you get letters from us that I wrote or that any of our copywriters or
Dan wrote, you should take those letters and write them out by hand.
By writing them by hand – not typing them – you get inside their head and you
get into the rhythm.
© 2014 GKIC
This is a little advanced, but there’s a rhythm to the copy. I know most of you
won’t do it, but if you do it, it will elevate what you’re doing.
The real thing about this, though, is not really the mechanics.
I’ve given you a formula.
Yes you do need to follow a template but the real

thing is to write with passion.
You believe in your product or service so really write with passion and don’t
write like a marketer.
Don’t pretend you’re a copywriter. Just talk to people with passion about what
you do following the template. That’s the real key.
The final thing in this is write with passion and sell hard.
Sell hard.
You have an obligation to do so. If you believe in your product or service, you
believe that it helps somebody, you believe you can solve somebody’s problem,
then use all the things that we’ve given you to
write and close hard.
If you believe you
And by the way, this isn’t high pressure. When I can solve somebody’s
say “close hard,” I don’t mean high pressure. problem, then use all
You’re explaining the benefits, how you can help the things that we’ve
somebody. In any case, you’ve got to close, given you to write
whether it’s high pressure or low pressure.
and close hard.
I sell with passion because I believe in what I’m
selling. It’s really more of a passion sale than a high-pressure used car sale.
If you’re selling, for example, an information product, here’s a rule of thumb.
© 2014 GKIC
If you’re selling an information product, you want to get refunds. You want to
get up to around 10% refunds.
Why do you think you want to get 10% refunds?

Maybe your prices aren’t high enough but, if you Now you have no
don’t get at least 10%, you’re not selling hard
excuse for not
enough.
writing killer copy.
You’re not convincing those people that aren’t
quite sure that they should buy your product or they should buy your service.
You want to sell hard in this.
In fact, I met with this investment company and we were talking about this. He
says, “Yeah, it’s the same thing when we give out loans. If a certain percentage of
the loans don’t go bad, it means that we’re not doing enough loans.”
That’s all you need to do.
Write with passion, follow the formula and you will

write killer copy.
We’ve gone into some basics, some advanced, but this is what you need.
Now you have no excuse for not writing killer copy that sucks money out of your
prospect’s wallet like a Hoover on steroids!
That’s an old copy phrase. I don’t know who said it, but it’s a really good one.
That’s what you want to do.
I hope you enjoyed this and I hope you get a lot out of it and you follow through
on this.
© 2014 GKIC

The Power of Copy Writing

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How to Create an Offer Your

With Dave Dee

The Power of Copy Unleashed ................................................................................................................ 4

The Scientific Approach to Writing Copy............................................................................................ 4

Constructing the Offer ........................................................................................................................ 9

Free Information ........................................................................................................................... 10

Number Limit ................................................................................................................................ 11

Brain Dump ....................................................................................................................................... 18

Write Your Bullet Points ................................................................................................................... 19

Writing Headlines ............................................................................................................................. 21

The Copywriting Formula ................................................................................................................. 22

Adding Your Headlines and Sub-headlines ....................................................................................... 34

The Finish Line .................................................................................................................................. 34

Answering Objections ....................................................................................................................... 35

The Real Secret ................................................................................................................................. 37

The Power of Copy Unleashed

All of this is super-important.

One good sales letter can make you rich. One.

Even if you’ve never written a piece of copy in

The Scientific Approach to Writing Copy

 You’re going to get out a piece of paper.

For example, Magnetic Marketing has

This is how you’re going to start. 2. Create a benefit sheet

3. Write down your killer offer

your copy. This is easy. 5. Write your first draft

6. Read the copy out loud

components of your product. 10. Check facts!

Now, what are the benefits of those

We know the difference between features and benefits; correct?

The benefit is always what the feature does, what the

#3: Write Down Your Killer Offer

#5: Write Your First Draft

You write your first draft, and you just write.

You just start writing. It’s like a brain dump.

Always remember that you want to write like you talk.

#6: Read the Copy Out Loud

It’s got to flow smooth like you’re speaking.

#7: Edit the Rough Spots

#8: Read Aloud Again

#9: Edit for Style

 There’s a type of person who reads every single word.

#10: Check the Facts

There is nothing uglier than sending out 10,000 pieces

So check the facts.

Constructing the Offer

What are you offering? Is it something that’s free?

Now someone is deciding between something and something as opposed to

There’s always going to be somebody who wants

Then we had another package that

In any transaction there’s risk.

The more risk you can take upon yourself,

We’ll be talking about the different types of guarantee.

Also under price you’ve got payments.

 Are there payment options?

So what is the offer?

Those are different elements that will create your offer.

You should always be adding bonuses regardless

They will then justify their entire purchase.

Remember, people buy on emotion and then justify it with logic.

Now it becomes really irresistible. Should have real value

there’s more!” Wait! There’s more…

Related and unrelated

What is that reason? It works.