Testor 32 Volume 1 47474747

Copyright  Michael Silk, MLS Direct 2004. All Rights Reserved.
The Online Selling Secret!

“See inside for the frighteningly potent information on…
How To Write A `Money Sucking’ Sales
Message For Your Web Site… That Virtually
FORCES People All Over The World To
Eagerly Give You Their Credit Card Details!”
Including these shocking secrets…
Page 5… Why Most Web Sites Suck… And… The Disturbing Reason Why Most People Lose Their Shirt When
“Selling” Online!
Page 9… How Anyone Can Virtually Guarantee They’ll Leave All Their Online Competition In The Dust!
Page 16… The “Secret Selling Ingredient” That Can Increase Your web Site Profits By Up To 2,200%!
Page 26… How To Supercharge Your Headline With The “Power Wrap”!
Page 29… How To Hook The Reader And Seduce Them Into Reading Your Site!
Page 32… How To Use Almost “Criminal” Mind Control Tactics To Write So Powerfully… And… So
Persuasively – No Sane Person Will Be Able To Resist!
Page 55… How To Give The Reader A Mental “Itch” They Won’t Be Able To Satisfy Until They Buy
Whatever You Are Selling!
Page 61… How To Get Others To Do Your Selling Legwork For You – And Boost Your Sales By 50% Or
More!
Page 65… How To Make Èm An Offer No Sane Person Can Refuse!
Page 76… How To Clinch The Sale From The Jaws Of Rejection… And… Increase Your Sales By Up To 30%!
Page 78… A Little-Talked About Secret That Transforms An Ordinary Sales Message Into A “Killer” Sales
Message!
Page 91… How To Write A Simple Order Page That Can Increase The Sales From Your Web Site By Up To
30%!
Authored & Published By: Michael Silk
1
Important Information About

Your Order!
Please Read This First!
Dear Friend,
… the first step is what counts. First beginnings are the hardest to make and as
small and inconspicuous as they are potent in influence, but once they are made, it
is easy to add the rest.’ – Aristotle.
Welcome and congratulations!
You have just taken a huge first step towards creating a SUPER-PROFITABLE web
site. And, I simply want to make sure you know that I really appreciate you as a
customer and say…
Thank You For Your Order!
Sincerely, you are one of life’s few decision-makers… and… action-takers. I

admire those qualities greatly. And you should know that I intend to do everything
within my power to see that your decision will prove to be the right decision.
I’ll even go as far as to say: Your decision to purchase this information kit
– as far as having a super-profitable web site is concerned – is probably going to
be the wisest decision you will EVER make!
Here’s why:
You are about to learn the real secrets to creating a `killer’ web site… that
virtually FORCES people all over the world to give you their credit card details.
And you should know right off the bat that the information you are about to read
totally delivers on every promise made on my web site: www.TheOnlineSellingSecret.com.
What’s more, everything you are about to read is not just mere theory. It is hard-
won, tested and proven streamlined profit-making tactics and strategies for
extracting the MAXIMUM profit from your web site.
One last thing I must warn you about right up front: Just by reading this…
you are going to absorb so much power packed information… by the time you reach the
last page…
You Will Feel The Exhilarating Power Of Being The

Possessor Of The ULTIMATE SECRET Weapon On The Entire
Internet!
2
Copyright And Legal Notices.
 Copyright 2004 MLS Direct.
ALL RIGHTS RESERVED: No part of this book may be reproduced or transmitted for
resale or use by any other party other than the individual purchaser who is the
sole authorized user of this information. The purchaser is authorized to use any of
the information in this publication for his or her own use only. All other
reproduction or transmission, or any form or by any means, electronic or
mechanical, including photocopying, recording or by any informational storage or
retrieval system, is prohibited without express written permission from the
publisher.
LEGAL NOTICES: While all attempts have been made to provide effective, reliable,
verifiable information in this book, neither the author or publisher assumes any
responsibility for errors, inaccuracies, or omissions. If any advice concerning
tax, legal, compliance, or related matters is needed, the services of a qualified
professional should be sought. This book is not a source of legal, regulatory
compliance or accounting information, and it should not be regarded as such. This
publication is designed to provide accurate and authoritative information in regard
to the subject matter covered. It is sold with the understanding that the publisher
is not engaged in rendering legal, accounting or otherwise professional service. If
legal advice or other expert assistance is required, the services of a competent
professional person should be sought.
NOTE: No guarantee of income or profits are intended by this book. Many variables
affect each individuals results. MLS Direct has no control over what you may or may
not do with the information contained in this publication, and therefore cannot
accept the responsibility for your results.
NOTE: You may want to print out this information in its entirety for ease of
reading. Research shows that a high percentage of people who purchase digital
information products never finish reading it – even if they are intensely interested
in the subject matter. You would be doing yourself a grave disservice if you were
not to read… and re-read… this information to completion!
Also, please read this information strictly in the order it is presented. A lot of
thought has gone into how the information that follows should be presented. Each
section builds upon the last.
Lastly, although I refer to selling a `product’ throughout the information that

follows (for ease of reading) the information is equally applicable to selling any
kind of `service’, ìdea’ or `software’.
3
You Can Make Money With This Information!
FACT: Nobody sells a product better than someone who owns it!
You already know the great value of this information and can endorse and
recommend it without hesitation.
Sell This Information And Keep 60% Of The Profits!
AND…
Have Every Person Who Buys `The Online Selling Secret’

From You Entered Into Our Database As “Your”
Customer!
That Means Whenever They Buy *ANY* Product From
Us In The Future… YOU GET THE COMMISSION!
If you want to make money selling this information you can. Sell it and keep the lion’s
share of the profits. But the real profit is in the residual back end potential.
Do The Work Once, Get Paid Over And Over Again!
All you have to do is sign up at the partner page by clicking now to make money selling
`The Online Selling Secret’. It’s yours FREE!
By setting up your reseller ID you can begin marketing and selling this program.
Good luck!
Michael Silk.
4
`Why Most Web Sites Suck… And… The

Disturbing Reason Why Most People Lose
Their Shirt When “Selling” Online!’
If you don’t already know, Internet marketing is changing all the time.
Developments on line can be so fast and furious that you’ve really to keep your eye
on the ball… and be busier than a one legged man in an ass kicking competition…
just to keep up with all the online activity.
Insanely, most sites are designed to produce the least possible sales. Heck,
most web sites never even get visited. And if they do get visited they are so
TERRIBLE and BORING that the majority of people `selling’ on the Internet are…
Committing Online Suicide.
How tragic and what a waste!
Yet the Internet really does offer an opportunity unprecedented in the

history of mankind. Thankfully, there are some fundamental principles to marketing
online that have been proven to consistently and dependably work over and over
again. That’s what you are going to learn about here.
But, before we go any further I feel it is only right to warn you that much
of what you will read in this guide will fly-in-the-face of what you see on most
web sites. Does that mean what you are about to read is wrong?
Well, if you make your web site look like it’s “supposed” to look with all the
“standard” things a web site “should” have, you will probably never have a money
making web site. Instead, you will probably have a web site that sucks and NEVER
sells a damn thing.
Consider:
Disney Lost Tens Of MILLIONS Of Dollars On Their Web

Sites!
Does that suprise you?
I mean if Disney can’t get it right, what chance do you have? Actually, a
very good one… if… you break all the “standard” rules!
I could go into a long rant and rave about how dumb most web sites are. But
it all really boils down to this…
If You Can Write A `Killer’ Sales Message You Will

Have A Profitable Web Site. If You Suck At Writing A
Sales Message You Will Have A Web Site That Sucks!
Simple hey? But… let me make it more real for you. Picture this:
You’ve been given the opportunity to take part in a car race. The winner will
receive $10,000 every month for the rest of his or her life. All the contestants
are driving beat up old Fords. Except you. You’re sitting in an Indy 500 car… with
a turbo charged engine. Not only are you equipped to win the race. You’ve got a car
that can finish 5 times faster than any other car on the block.
5
Yippee!
But wait! What if before the race starts you realize you don’t know where the
key to the ignition is? You hear the other cars rev their puny engines… and you…
you’re sitting there stricken with panic. Frantically you glance up and you see the
race master begin waving his flag.
Yikes!
All the other drivers have their pedal to the metal. Schucks! Even though
you’ve got `potentially’ the fastest wheels on the block - it don’t mean a nickel
if you can’t find the key to the ignition.
You’re about to be left standing… dead in the water. Frantically, you search
for the key. You’re sweating and cursing the damn car. Heck, you're about to be
made to look like a fool and lose out on the loot.
Finally the race master brings down his flag and in a roar of engines and a
blanket of dust you’re left on the start line as the other car’s race away…
battling it out for the winnings. Without knowing how to start the car… the only
way you’re going to get it over the start line is to get out and push it… or… have
it towed over.
What’s the point I’m trying to make here?
Well, as ridiculous as that story is, it illustrates a harsh reality for many
people selling online. For though they may `potentially’ have a `surefire winner’
of a product… they’ll get left in the dust by those who know how to ignite their
web site.
Consider: You could literally have the world’s best product to sell… have
your web site put together by the world’s greatest web site “designer” and still
fall flat on your face online.
Why?
Because you need the key to the ignition!
And, the key to the ignition is the words you use on your site.
Words Are The `Key’ That Will Ignite Your Online

Profits!
Use the wrong words and you’ll become yet another Internet casualty.
Use the right words and you’d better hold on tight because the results could
take your breath away!
The old master of marketing – Jim Straw - has been saying this for many
years: ”Give me the right words & I can print them on toilet tissue & make sales.
That’s the way it is if you’re selling anything … if you have the “right words” in
your ad, - (on your web site) – your sales are assured.’
Dude…
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It’s NOT The Technology… It’s The Words That Sell Your
Product!
That’s what you are going to become an expert on here…
How to put words on your web site that will make selling your product as easy
as `selling’ heroin to junkies! And words used to sell are correctly referred to as
copy. Copy is simply the words used to sell a product or service. And a copywriter
is somebody who writes the words designed to sell the product or service.
Suprisingly, most copy you will see in newspapers, magazines, and on most web
sites fails to achieve its sole purpose: To get people to send you their hard-
earned money!
You Are About To Learn How To Turn Words Into Money!
But, let’s get serious here. I’m not about to spoon-feed you a lot of B.S. No
way! This book is 100% dedicated to reality and showing you how to get the maximum
profit from your web site.
If you’re not committed to your own success, this information kit will be
little more than an entertaining and lively read. To my mind that would be a waste
of your money. I want it to be much, much, more than that. I want it to put you on
the road to direct and measurable profit. But, for that to happen you are going to
have to apply what you are about to learn. Don’t worry it won’t be that hard… and…
if you’re serious and put what you are about to learn into action, success is just
round the corner. I have the road map. You’re the driver. We’ll take the journey
together.
Oh yeah, before we begin, I want you to know that this is not just an
information kit. It is an interactive learning experience. What this means, is you
will not just be reading a lot of pages of info. You will be following a very
simple set of instructions and creating your very own profit-pulling sales message
for your own web site. You’ve also got an ongoing friend and advisor. I have
absolutely no interest in being your `guru’… but… if I can help you in any way,
don’t hesitate to drop me an email at my private `members only’ email address:
michael_silk@btopenworld.com. I’ll do my very best to help you out in any way I
can. One caveat: Don’t bother using that email as a dumping ground for your
negativity. I don’t need `negativity’ in my life!
Finally, a quick word of warning: When reading my information kit it may feel
as though I’m roughing you up a little. Don’t worry. I’m a nice guy really. It’s
just my way of engaging your mind and spurring you into action. One thing’s for
sure, the next several hours we’re going to be spending together will be a pulse-
pounding ride, full of proven ideas, techniques, strategies and action plans that
will set your mind on fire and turn your web site into a revved-up money making
machine!
Without exaggerating for effect, the secrets you are about to learn will show
you how to create a `killer’ sales message for your own web site… that virtually
FORCES people all over the world to give you their credit card details – without
you having to grab them round the throat and threaten ‘em!
What’s more the information contained in `The Online Selling Secret’ is

probably the most valuable information you will ever take possession of! It will
give anyone who reads it an instant education in how to really write a sales
message that pulls in the moolah!
7
Okay, enough intro. Let’s jump right in for what I promise will be an
exhilarating experience… because… I’m going show you the magic of turning words
into money!
Turn this page and let the journey begin. Come on, we’ll do it together…
8
`How Anyone Can Virtually Guarantee

They’ll Leave All Their Online Competition
In The Dust!’
As we start out on this journey together, you wouldn’t be alone if you’re
wondering to yourself: `Can anyone really learn how to write a great sales
message?’ The simple and suprising answer is…
You Already Know How… But… You Just Don’t Know It

Yourself Yet!
It’s true. And in all truthfulness, the hardest job for me is not to teach
you how to write a great sales message. The hardest job for me is getting you to
unlearn everything you already think makes for great writing.
In fact, I’m going to make you a promise now you may find hard to believe.
Here it is: If you really do everything I tell you…
It’s Almost Impossible Not To Write A Sales Message So

Powerful… People Will Get Mad If They Can’t Order Your
Product!
It’s true! But before I reveal an extremely easy and almost can’t fail way to
sell more from your web site… more often… to more people, I want you to pound the
next statement into your brain…
It’s What You Do Before You Write A Single Word That

Makes All The Difference In The World!
Let me explain…
The essence of writing a `money sucking’ sales message is meticulous research

and preparation.
Before you begin writing it’s essential to get your `mental engine’ revving,
on fire and primed for action.
Consider: No general would send his army to war without ammunition. Equally,
I’m not going to send you to battle against the fierce competition online without a
powerful arsenal of sales ammunition at your disposal. That’s why I consider this
chapter to be the most important in the entire book.
So what are we waiting for? Let’s dive right in…
Here goes: The very first step of your preparation is to get yourself a pack
of 3x5” index cards.
Why?
The answer is this: What you are going to do is copy… in your own
handwriting… the headlines that I have given you in the FREE `KILLER’ BONUS REPORT
#1: `Proven Money Making Headlines That Brought Home The Moolah!’ Copy out each
headline onto a separate index card.
9
I know… I know… this is a menial chore… and you didn’t order this information
to be told by some moron like me to copy out headlines onto index cards.
Hey listen: Don’t fight me on this.
What I am imparting to you here is some hard-won knowledge that will get your
mind primed, energized… and… on fire… for some serious action. And, by far the
easiest and fastest way for you to get your mind ready to write a `killer’ sales
message is to saturate your mind with…
Headlines!
Here’s some very sage advice from John Caples – (an old master of copywriting
and author of the classic book `Tested Advertising Methods’) - who probably knew
more about headlines than any man or woman… before or since: Àdvice to
copywriters. When you are assigned to write an advert, write a lot of headlines
first. Spend hours writing headlines – or days if necessary.’
I like to think of this process of writing out headlines as similar to

ìnjecting’ your mind with a healthy dose of super-strength and `legal’ performance
enhancing…
Sales Writing Steroids!
And it’s not wasted time. In all seriousness it is probably the most valuable
thing you can do if you aspire to write an order-pulling sales message. Perhaps
most importantly, it will force you to…
Think In Headlines!
Do it for real. Every great sales writer needs to be able to think in

headlines. We’ll be talking some more about headlines in a short while. But first,
let us assume you have now completed the task of writing down the headlines I have
given you onto index cards (one per card).
If you have now done as I have said… really done it… you will have indelibly
imprinted onto your mind the raw material from which you can turn words into money.
Okay. What you do now is you become what I like to refer to as…
A Sales Detective!
This is where you quite literally interrogate your product and… prise out
every BENEFIT you can think of.
Here’s how it works: You look at your product through the eyes of a potential
customer… and… you examine that which you wish to sell very, very closely. What’s
more, you take notes on everything about your product. This is an extremely
important exercise. This is where you dig up the `golden nuggets’ of information
from which you will craft your sales message.
Robert Collier – the man who sold coal by the trainload – sums up the
thinking process behind this exercise with these words…
`No matter what product or service you’re writing about, first put yourself
in the place of your prospective customer. Think of every property you could
possible desire in such a product or service. Think of everything you would like to
have it do for you.’
10
Great advice!
Now, let’s say for simplicities sake that you are selling what everyone is
familiar with - a book. What you do with that book is you read it. But… you don’t
just read it like any casual reader. No. What you do is…
You Devour It Like A Hungry Hyena!
You devour it for every scrap of information… every conceivable piece of

interest you can uncover… every benefit… every hidden benefit… and… any unusual
story behind the product.
And the way you do that is you read page one of the book… and whilst reading…
translate a single BENEFIT onto a separate index card. For example, I’ve just
picked a book off my shelf called `The Power Of Your Subconscious Mind’ by Dr.
Joseph Murphy (It’s a fascinating book by the way and well worth getting a copy).
Anyhow, I have opened the book to page 5… the first page of the first chapter
titled: `How This Book Can Work Miracles In Your Life’, and started reading. But -
and this is important - as I’m reading I am on the look out for any BENEFITS. I
simply ask myself the question: `What benefit… or… advantage is this to the
customer?
What I do with every benefit I dig up is I translate each one onto a separate
`numbered’ index card. Like so:
P.5
#1: Miracles will happen to you

when you start using the magic
power of your subconscious mind.
And…
P.5
#2: Teach you how to create your

destiny.
And…
P.5
#3 You will know the answers to

life and how to improve yours in
every area.
Can you see what I’ve done here?
I’ve picked up on three BENEFITS on just the first page of the book (page 5)
and written each one onto a separate index card. And by the way, even with today’s
11
computer technology, it really is best to use index cards for reasons that will
become clear in a short while. Now, by the time you’re through with this exercise,
you should have perhaps hundreds of index cards and benefits.
And, no matter what you are selling, simply look at your product or service
through the eye’s of a potential customer and ask yourself, `What benefit is this
to the customer?’
Don’t shortcut this simple exercise. Pick up on everything. Don’t hold back.
Ponder this: When Ted Nicholas wrote the sales copy for the book, `How To
Fight Cancer And Win’ he went through the book and wrote down every benefit onto a
separate index card. Exactly as I’ve told you to do here. I tell you this because
on page 117 he came up with the `sales key’ for the book. Here’s the headline he
created using the key benefits found on page 117: `You Can Prevent And Cure Cancer
Simply By Eating Two Natural Foods!’
It’s a great headline that proved to be very profitable. Do you want me to

tell you what the two natural foods are? Do you want me to tell you right now?
Okay, they are… actually hang-on a minute… I’m not ready to tell you yet. You’ll
just have to keep reading to find out. Why? I don’t know perhaps I’m just not ready
to tell you yet… or… could it be there’s a `hidden’ lesson to be learnt here.
Anyhow, what I want to tell you right now is that the time and effort put
into this exercise will save you tons of wasted time and money later… because… the
best advice anyone can ever give you about writing an order-pulling sales message
is this:
Know Your Product Better Than A Mother Knows Her New

Born Child!
And, if you really do it exactly as I’m telling you here then I tell you what
will happen when you sit down to `write’ your sales message:
It Will Almost Write Itself!
I’m absolutely serious.
And you already know this to be true.
Think: The best public speakers are always those who know their stuff inside
out and are `free’ to concentrate fully on the delivery of their message. They
begin at the beginning… say what they have to say in a clear and concise manner…
and stop at the end. Clear, concise and to the point. That’s exactly how your sales
message will be when we’ve worked through this together.
Alright. So far, so good. But, we’re not quite finished yet.
The next part of the prep process is to list any FEATURES about your product
onto a piece of paper. Just so you are clear on this, a FEATURE is anything about
your product that is of no apparent benefit or advantage to the buyer. For example,
taking the book `The Power Of Your Subconscious Mind’ by Dr. Joseph Murphy, I would
start making a list like this:
#1. Paper back.

#2. Dr. Joseph Murphy an Andhra Research Fellow.
#3. Edition 1988.
#4. 20 chapters.
#5. 224 pages.
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Do you get the picture? Notice also how I have numbered each feature. Don’t
worry if you don’t think something is relevant. Everything is useful. Even the bad
stuff! Remember nobody else is going to see this stuff… it is `confidential’ info
for your eyes only!
Okay gang, what you do after you have done all of the above is this…
You Start Programming Your Neural Pathways With The

Ability To Write A Sales Message That Has The Power To
`Suck’ Money into Your Bank Account!
Before I explain, I want you to know this: You purchased this info to learn…
really learn… how to turn words into money. And, I’m not going to B.S. you with
easy, quick fix solutions and shortcuts where none exist. That’s why I’ll lay it on
you straight and tell you that… if you want to get good at writing sales copy FAST…
you’re going to have to do something most people are not prepared to do – (don’t
worry… it won’t kill you!)
The good news is… you really can learn how to write a profit-pulling sales
message… if… you do exactly as I tell you.
Right, I’m now going to let you in on a secret technique all world-class
sales writers use to kick-start themselves into writing a winning sales message.
Here it is:
Copy Out Winning Sales Letters In Your Own

Handwriting… As Many Times As You Can Bear!
Let me explain: This is where you take an already proven sales letter and
copy it out in your own handwriting. It’s best if you can find a sales letter
(offline or online) that is a proven winner for your type of product – that way you
get a good feel for the `hot buttons’ that get people to buy what you are selling.
It also gets you to start thinking like a world-class sales writer.
Nothing is more valuable to your sales writing education. I’ll let pro-
copywriter Paul Hollingshead chip in with his comments:
`The very first thing Michael Masterson had me do when he said he would make
me a great copywriter was put me in a room with a pile of `classic’ direct mail
letters. He told me to read all of them over and over – and then copy them word for
word as many times as I could stand. I thought he was nuts. But today I understand
that it was that simple little exercise that burned some of the great copywriting
styles and techniques into my brain – and gave me the jump-start I needed to become
a successful copywriter’.
Here’s what copywriting pro Michael Masterson says:
`There is nothing better or more productive a copywriter can do – and this

applies to experienced copywriters as well as novices – than to read (almost to the
point of memorizing) the best work of their fellow writers.’
When someone asks world-class copywriter Scott Haines - `The Adman Who Has To
Live By His Results’ – what it takes to become a good copywriter, he tells them
flat out, Ìf you want to be a good writer, write. You’ll be a better writer after
writing 10,000 words than you were at 1,000. Better at 100,000 than 10,000. And
better at 1,000,000 than you were at 100,000.’
Right on!
13
You see writing to a copywriter is like running is to a runner. The more

miles a runner puts in… the better he’ll get. Amazing!
Again: Nothing … ABSOLUTELY NOTHING … is as valuable to your sales writing

skills as copying out winning sales letters.
For your benefit, I’ve included some all time `classic’ sales letters in the
FREE `KILLER’ BONUS REPORT #2: `Money Making Sales Letters You Can Rip Off And
Profit From!’ for you to copy. Aren’t I a saint?
But wait. Does copying out sales letters in your own handwriting sound like a
chore you can do without?
Is all this starting to sound like a lot of hard work?
Irrelevant to an intelligent person like you?
Are you too busy to do these simple exercises?
Listen up truth seekers!
The novelist Stephen King became one of the worlds highest paid writers – (he
earned over $44 million in the year 2000) – by copying out short stories he liked.
Are you now beginning to grasp how crucially important this advice is to your
ability to extract the maximum amount of money from people… all by the power of
your words?
Look folks: Writing a winning sales message is less than 10% actual writing…
and… more than 90% preparation!
Why?
Because…
Nothing Wins More Than Superior Preparation!
You can’t ìntellectually’ get this stuff. You’ve got to roll-up-your-sleeves

and get dirty with experience. But don’t despair. It’s really not all that hard.
And the `pay off’ for this up-front effort will give you the most valuable… rarest…
and most profitable business skill in the world. To my mind it’s worth whatever
you’ve got to do to learn how to do it.
Okay, we’re nearly there folks.
Just one last thing:
Start Thinking About The Most Irresistible And

Compelling Offer You Can Possibly Come Up With!
Just start thinking – that’s all!
The reason this is important is because the selling power of your sales
message rests on the strength of your offer.
Along with your headline, coming up with an irresistible and compelling offer
is by far the most important element of the process of writing your sales message
and is worth giving serious thought to.
14
So for now, I just ask you to start thinking about how to make what you have
to offer irresistible. We’ll be coming back to how to construct your offer in a
later chapter and I’ll help you make ’em an offer any sane person will find hard to
refuse.
Alright. You should by now have at least 4 powerful `secret weapons’ in your
sales arsenal, namely:
#1: A set of HEADLINES written down – one per index card - in your own
handwriting.
#2: An exhaustive list of BENEFITS about that which you are selling – one per
index card.
#3: An exhaustive list of FEATURES about that which you are selling written down
on a sheet of paper.
#4: Winning sales letters (preferably for the same type of product) written out
in your own handwriting.
That wasn’t too painful was it? I hope not, because you are now ready to take
all your `sales ammunition’ and lash it together in a way that will have your
readers fighting over themselves to buy your product.
After you’ve taken a break away from all your prep work we will meet each
other in the next chapter titled:
`The “Secret Selling Ingredient” That Can Increase

Your Web Site Profits By Up To 2,200%!’
Oh yeah, what were those two natural foods again? That’s right, It’s all
coming back to me now. They are cottage cheese… and… linseed (or flaxseed) oil. You
know I only held back on that tidbit of information to demonstrate to you the
unrivalled power of curiosity in your sales copy. More about this later.
Meet me in the next chapter when you’re ready and you’ll be let in on the
`secret selling ingredient’ you must include on your web site…
15
`The “Secret Selling Ingredient” That Can

Increase Your Web Site Profits By Up To
2,200%!’
What is this `secret selling ingredient’ I’m talking about?
I won’t keep you in suspense a moment longer. It is…
The Headline… The Headline… The Headline!
The headline to your web site sales message is by far the most important
element of your entire sales message.
Why?
Simply this: If you don’t have a headline that stops people cold and grabs
hold of their eyeballs… they will never bother to read the rest of your message…
and hence… will never even know what you are selling – let alone buy it!
This is so incredibly important I am going to run the risk being repetitive,

and say…
The Headline Is By Far The Most Important Element Of

Your Entire Sales Message!
This is not just my personal opinion. Many tests back up what I am saying.
Advertising great David Ogilvy in his book Ògilvy On Advertising’ says:
Òn Average, five times as many people read the headlines as read the body
copy. It follows that unless your headline sells your product, you have wasted 90
per cent of your money.’
Other tests claim that the headline is 70% to 80% of the effectiveness of
whatever you are selling.
I disagree.
I believe that the headline is 100% of the effectiveness of whatever you are
selling.
My reason for saying this is…
Unless You First Capture People’s Attention With An

Eye Grabbing Headline… People Will Never Read The Rest
Of Your Sales Message… Let Alone What You Are
Offering!
That’s why… if you really want to make MAXIMUM MONEY from your web site… you
absolutely must have a powerful and appealing headline.
Headlines can… and WILL… make or break your online success. And it is for
this reason that you must spend the majority of your time and creative effort –
when `writing’ your web site sales message – on the headline. Think of your
headline as…
16
The Advertisement For Your Sales Message!
In his classic book `Tested Advertising Methods’, John Caples says, `To run
an advertisement without a headline is like opening a store without hanging out a
sign to tell people what kind of store it is.’
Ted Nicholas, arguably the world’s most prolific, in demand and highest paid
copywriter ($15,000 up front fee plus royalties) wrote no less than 217 headlines
for his book on corporate forms before he finally came up with: `How To Form Your
Own Corporation Without A Lawyer For Under $50’. That headline has made him over
$24.5 million!
Can you now see why I had you carry out that rather mundane task of copying
out those headlines onto index cards? I hope so. If not I’ll tell ya anyway: To
imprint those headlines onto your neural pathways so that you come to òwn’ those
headlines. This will help you immensely when you come to creating an attention
getting and appealing headline for your own product. Because, the simple truth is…
The Best Way To Get Good At Writing Headlines Is… You

Guessed It: By Writing Headlines!
And… if you’re really serious about making the maximum amount of money from
your web site… you must…
Become An Ongoing Student And Collector Of Headlines!
Truly, there is no collectible that can be acquired so cheaply… for free…

that can be converted into so much money. Headlines are the raw material from which
bundles of the folding green stuff are made!
À Good Headline Is A Work Of Genius!’
That’s what E. Haldeman-Julius said. He should know. E Haldeman-Julius was a

guy way back at the start of the 20th century who sold more than 100,000,000 `little
blue books’, by the power of the written word. What is even more amazing is that he
sold all those books through newspapers and magazines just on the title of the book
alone. There was nothing else. Just the headline – which was the title of the book.
And if a book didn’t sell more than 10,000 copies a year it was put in a room
called `The Hospital’. In `The Hospital’ it was given a new title. If the new title
didn’t revive the book it was then sent to a room called `The Morgue’, where
effectively it was dead.
E. Haldeman Julius wrote a book called: `The First Hundred Million’ which
tells about what he learnt from selling books and what people really want. One
example he gives is about a book that was originally titled, Àrt Of Controversy’.
That book never really took off and was sent to `The Hospital’ where its title was
changed to, `How To Argue Logically’. The result: It sold more than 30,000 copies.
Nothing else was changed about the book. Just the title (headline)!
Talking of the power of headlines here’s some important advice from John
Caples:
Ìf you have a good headline, you have a good ad. Any competent writer can
write the copy. If you have a poor headline, you are licked before you start. Your
copy will not be read… Spend hours writing headlines – or days if necessary.’
Suffice to say: You can never spend too much time or effort creating
`winning’ headlines. The return on time and effort put in will be richly rewarded!
17
Get this: Copywriting great Gary Halbert has re-headlined ads and increased
their responsiveness by 475%. Is he richly rewarded? You betcha! Here’s a quote
from The Gary Halbert Newsletter: Ì have a client who pays me $195,000 per year to
write headlines. Headlines are where I spend more creative effort than any other
aspect of my work.’
Luckily for you, I’ve done a lot of legwork for you and given you 100 tested
and proven headlines in your FREE `KILLER’ BONUS REPORT #1: `Proven Money Making
Headlines That Brought Home The Moolah!’
And, as far as a continuous source for collecting more headlines, then my

best advice is to pick out other Internet sites that get your attention. And try
and get on the mailing list of mail order companies like: Nightingale Conant; Fleet
Street Publications; and, Rodale Health. These companies rely entirely on the
persuasiveness of their headlines and sales copy to make their businesses money.
That’s why they hire some of the best copywriter’s around!
Also, look at magazines such as: Reader’s Digest; National Enquirer;

Cosmopolitan; and Men’s Health. There are others but those will do for starters.
What you should be looking for are the superb `blurbs’ (headlines) written on
the front cover of the magazine. I’m telling you, the magazines I have just
mentioned are such successful `best sellers’ because of the headlines on their
front covers.
Now get this: Cosmopolitan was once failing as a magazine… until… they
started putting attention getting headlines on the front cover. It’s the headlines
that sell the magazine and kept Cosmopolitan in business. It amazes me that other
lesser magazines have not caught on to the phenomenal selling-power of attention
getting headlines.
Needless to say, it is very important that you understand just how magically
powerful words can be.
Let me explain: You can run exactly the same ad, in the same publication, and
change only the headline and improve the responsiveness of that ad by up to 2,200%.
That’s exciting!
Onwards…
What you want to know is how do you come up with a powerful attention-getting
headline?
Glad you asked!
Here’s the answer:
There are many very good ways to come up with a great headline (just scan
through the headlines I have given you in FREE `KILLER’ BONUS REPORT #1: `Proven
Money Making Headlines That Brought Home The Moolah!’
There are headlines that shock; headlines that ask questions; headlines that
pique curiosity; headlines that appeal to people’s greed; headlines that are a
testimonial; headlines that include an interesting fact… and so on.
However, you may be interested to know that John Caples who probably tested
more headlines than anyone else alive, found that the headlines that proved most
effective are those that included (in descending order):
18
#1: Self-interest (Benefit).
#2: News Appeal.
#3: Curiosity.
#4: Quick and Easy Solution.
Using this important information - based on more than 20 years of testing by

Caples - we are aiming for a compelling headline that appeals to the reader’s self-
interest and contains a very appealing BENEFIT.
Also, according to David Ogilvy, Òn the average, ads with news are recalled
by 22% more people than ads without news. If you are lucky enough to have some news
to tell… State it loud and clear in the headline.’
What this means to a simple-minded soul like me is that we should also strive
to put some NEWS APPEAL into our headline.
Hell, whilst we’re at it why not add a healthy dose of CURIOSITY as well…
and… perhaps a mix of QUICK and EASY SOLUTION!
In short, you want your headline that is impossible to ignore and jars even
the most distracted reader into asking them self: `What’s the story?’
Okay, play along with me here and let’s imagine that you are selling a book
that reveals how a N.A.S.A. scientist discovered a disturbing secret that allows
anyone to slow down the aging process.
What would make a powerful, attention-getting headline? Let’s see… how about
something like this:
###
“Mysterious N.A.S.A. Scientist Discovers Disturbing

Secret, The `Medical Establishment’ Have Kept
Hidden From The Public… And How You Can Use
This Jealously Guarded Secret To Slow Down The
Aging Process… Virtually Overnight!”
###
Not bad. Not bad at all, me thinks.
Can you see how I’ve tried to included self-interest (i.e. slow down the
aging process); news appeal… and… curiosity (i.e. mysterious N.A.S.A scientist
discovers disturbing secret the `medical establishment’ have kept hidden); and,
quick and easy solution (i.e. virtually overnight).
What we have now reduced to writing - (for our imaginary product) - is a

simple, uncomplicated headline that communicates news appeal, piques the readers
curiosity and very directly offers the reader the strongest BENEFIT(S) they will
get from the product.
Now, I’ve just made that headline up very quickly… and… I could probably
`tighten’ it up a bit. The point I’m making, however, is that there are much easier
19
ways of coming up with a headline that stops people in their tracks than by making
them up yourself.
In fact, there is a secret… almost `no-sweat, no-brainer’ way of coming up

with a headline people will find impossible to ignore. Would you like me to reveal
that secret right here?
Yes, I thought so!
So, here it is…
Rip-Off An Already `Proven’ Headline!
Am I serious? Absolutely. In fact, just about every top sales writer got
their beak wet by stealing and ripping off an already `proven’ headline.
Now, notice that I didn’t say copy word-for-word. No. What I mean is, you use
the `template’ of a proven headline an adapt it to suit your particular product or
service.
Let me give you a specific example. Here’s a famous headline written by Max
Sackheim that ran almost unchanged for 40 years…
`Do You Make These Mistakes In English?’

Now, let’s say you are selling your marketing services. Perhaps you could use
a FREE lead-generation report to identify prospects interested in improving their
marketing. How could you adapt that headline above? Hmm, what about…
`Do You Make These Mistakes In Marketing?’

My brain almost short-circuited thinking up that one!
Or, with a little more creativity…
`Do You Make These 7 Major… And… Costly Marketing Mistakes?’

Do you get the idea? I hope so, because the point I’m trying to make here is
that you don’t need to be a creative genius to come up with a headline that
literally FORCES people to read your sales message.
In fact, there is an almost `fool-proof formula’ of coming up with a winning

headline, that greatly reduces any chances of screwing it up. It is called…
`The “How To” Formula!’
And, it is a particularly good formula… especially if you have little

experience in writing headlines. Why? Because it really forces you to think about
the major benefit(s) of what you are selling. Not a bad thing!
Also, you might be interested to know that there is something like 7,000
books in print with the title beginning with `How To’. The reason is that it sells
books.
One of the first and still most successful books with a `How To’ title is
Dale Carnegies all time classic: `How To Win Friends And Influence People’.
20
By the way, British Airways recently named Dale Carnegie’s book, `How To Win
Friends And Influence People’… `The Business Book Of The 20th Century’. It has sold
more than 15 million copies. In fact, the headline used to sell the book from space
ads used the same title as the book.
Going back to our marketing services example, you could use the `How To’
formula like this…
`How To Skyrocket Your Profits And Dominate Your Target Market In

90 Days Or Less!
Or…
`How To Out-Market The Competition And Put Your Marketing On

Auto-Pilot!’
Again, I’ve just made those two headlines up. The point is you can adapt the
`How To’ headline to just about any product or service and you are almost
guaranteed to have an attention-grabbing headline.
Now, everyone hates rules… but… I would be doing you a great disservice if I
didn’t bring these extremely important rules to your attention. They will save you
a lot of money and much wasted effort.
Rule #1: Never use more than 17 words in your headline. Ted Nicholas, who I
mentioned earlier, has tested 1000’s of headlines over many years and only one
headline with more than 17 words was a success (profitable being the measure of
success). Now, although Ted Nicholas has only ever had one headline that was more
than 17 words long, other marketers have had major successes with much longer
headlines. Personally, my take here is that you should never use more than 17
words, without breaking up the copy with a parenthesis like a comma, (brackets) or
with dots… like I have just done with this sentence.
Rule #2: Put quotation marks around your headline. Tests prove that this will
get your headline 28% more attention. The reason? It makes your headline look more
authoritative and believable… as if somebody is being quoted. And, establishing
credibility and believability is always the biggest challenge when you are selling
anything sight unseen.
#3: Capitalize the first letter of each word only. The rest of the letters
should be in lower case. The reason: It’s easier on the eye to read.
#4: Use a `serif’ type font in the body copy. This is written in a New
Courier, which is a `serif’ font. Always use a `serif’ typeface – like Times New
Roman or New Courier font. Do not use a `non-serif’ font like this one. In tests it has been
proven that a `serif’ font is up to 5 times easier to read. Sure, New Courier may
look a little hokey or seem outdated. But tests prove it pulls more orders. Why? I
don’t know for sure… but… I suspect it has something to do with giving the
subconscious impression of being personal and sincere. The only exception is in
headlines or sub headlines. Personally, I like to use either New Times Roman or Ariel
Black for my headlines (including any pre and sub heads).
How important are those rules I’ve just imparted to you? Well, you may be
interested to know that millions of dollars have been spent testing every element
of copy over many years and those rules have proven to increase the profits. My
suggestion is that you follow them. At least that way you are increasing your
21
chances of success. And, if you break them… then at least you know you are breaking
them!
Moving on. Let’s talk shop about…
The Most Profitable Words In The English Language!
Again, millions of dollars have been spent testing which words have proven to
be the most effective in a headline. If you don’t want to spend millions of your
own money you might be interested to know what words to use for maximum
profitability.
Truly, these words are the secret weapons in the arsenal of every world-class
copywriter. Here they are (with examples):
#1: Announcing – (Ànnouncing: A Scientific Breakthrough For Eliminating

Cellulite’).
#2: You – (`You Really Can Have A Size 10 Figure Before Summer Arrives’).
#3: Free – (`Free Lunch Today For The First 7 Customers’).
#4: How To – (`How To Buy Designer Clothes From Europe At Dirt Cheap Prices’).
#5: Hate – (`You’ll Hate Yourself For Missing Out On The Event Of The Century’)
#6: Sale - (`The Craziest Sale Ever On Classic Cars’).
#7: Only – (Ònly The Richest People On The Planet Will Have The Guts To Read
This’).
#8: This – (`This Report Could Be Destined To Be The Most Talked About In Medical
History’).
#9: How Would – (`How Would You Spend $5,000 In Las Vegas?’)
#10: How Much – (`How Much Money Will This Report Make You This Year?’)
#11: Love – (`You’ll Love The Attention And Compliments You Get When You Stride Out
In Your New Armani Suit’).
#12: Yes – (`Yes! You Really Can Make A Killing On The Stock Market… If… You Break
All The `Rules’’).
#13: Bargains – (`Don’t Miss Out On The Hottest Bargains This Summer’).
#14: Discover – (`Discover A Rich Man’s Secret’).
#15: Here – (`Here Is What The IRS Doesn’t Want You To Know About Your Taxes’).
#16: Do You – (`Do You Really Have What It Takes To Make It Into The Millionaires
Club?’)
#17: Life – (`How To Add At Least 7 Years To Your Life’).
#18: Protect – (`Could You Protect Yourself If You Were Attacked With A Baseball
Bat?’).
#19: Truth – (`The Truth Behind The Latest Fat Loss Wonder Pill’).
#20: Advice To – (Àdvice To All Aspiring Property Developers’).

22
#21: At Last – (Àt Last! A Fat Loss Supplement That Really Works’).
#22: Breakthrough – (`Breakthrough Treatment For All Migraine Sufferers’).
#23: Facts – (`Facts You Should Know About Your Doctor Before You Even Step Foot In
His Surgery’).
#24: Amazing – (Àmazing Discovery Into The True Causes Of Cancer’).
#25: Now – (`Now You Can Join The Most Successful Investors Club In The World’).
#26: New – (À New Remedy For Hayfever Sufferers’).
#27: Secret – (`17 Secrets Of Master Salesmen’).
#28: Revealed – (`Revealed! The Post Powerful Seduction Techniques Of Modern Day
Casanova’s’).
#29: Warning – (`Warning: This Information Will Make Some Readers Very Wealthy’).
#30: Guaranteed – (`How To Improve Your Exam Results By At Least 67% In Just 17
Days - Guaranteed’).
Phew! How about that to get your creative juices flowing?
Ponder this: I want you to know that I just made up all those example
headlines off the top of my head with hardly any thought whatsoever. I just tapped
them out on my computer as fast as my fingers would carry me. Why do I tell you
this? To let you know how smart I am? No. I’m really not that smart. But… I have
written out so many headlines in my own handwriting that I have pounded them into
my brain and now I just naturally think in headlines.
That is why I told you to write out the headlines I’ve given you in the FREE
`KILLER’ BONUS REPORT #1: `Proven Money Making Headlines That Brought Home The
Moolah!” I’ve already told you that only by writing them out in your own
handwriting will you imprint them on you neurological pathways and come to own
those headlines.
Also, did you happen to notice that not one of those headlines I’ve just
tapped out has more than 17 words? Hey, maybe I am a genius!
Whatever.
Oh yeah, you may be interested further to know that out of all those proven
words… the most powerful are: You; Free… and… How To.
Are you starting to see how immensely important a knowledge of proven words
is?
No? Still not quite grasped it?
Okay dude, let me enlighten you further…
Dan Kennedy a true master and gladiator of marketing, tripled… yes tripled…
the response to an advert by adding just one letter. The original headline was:
`Put Music In Your Life’
Dan Kennedy changed it to:
23
`Puts Music In Your Life’
The more marketing savvy amongst you will realize the reason for the second
headline tripling sales. For those who have not yet realized… here’s why: People
are basically lazy… and… the second headline implies no effort. Now you know! Now
you know!
Another example: A guy back in 1941 went to Colgate Palmolive and had the
gall to say that he could double their sales by putting one word on their bottle of
shampoo… if… they would pay him $100,000.
The powers to be at Colgate Palmolive figured that if this guy could double
their sales… just by adding one word… they could well afford to pay him the
$100,000. They took him up on the offer.
The word:
`Repeat’
As in: `Wash. Rinse and Repeat’.
This resulted in twice as much shampoo being used and hence a swift doubling
of sales. Colgate Palmolive were happy to live up to the deal and the guy walked
away $100,000 the richer. Not bad for no work whatsoever; and that’s when $100,000
was worth considerably more than it is now!
Some words of wisdom from the late John Caples who probably knew more about
headlines than anyone before or since:
Ì have seen one advertisement actually sell not twice as much, not three
times as much, but 191/2 times as much as another. Both advertisements occupied the
same space. Both were run in the same publication. Both had photographic
illustrations. Both had carefully written copy. The difference was that one used
the right appeal and the other and the other used the wrong appeal.’
You may further be surprised to know that 97% of books fail in the
marketplace… because of a poor title. The harsh reality is 97% of web sites fail
because they have a poor headline… or… in most cases no headline at all. And when
your web site is only one click away from being removed from your readers screen
you better have a headline that grabs them into your site… or… you’re committing
online suicide!
That’s why sometimes all you need to do to transform your web site into a
profit-pulling web site… is to change the headline. Remember a visitor to your site
will be asking themselves: `What’s in it for me?’ Make sure your headline answers
that question.
I can’t think of another way to say it. Your success online is dependent on…
The Words! The Words! The Words!
Which reminds me. Is not the first sentence in the Bible: Ìn the beginning
was the word’. Heck, maybe even God started his career as a budding sales writer!
Whatever.
Finally to wrap this chapter up… here’s another important point: Never use a
headline just to attract attention. Let’s say I use the example headline from above
#27: `17 Secrets Of Master Salesmen’, I sure as hell better deliver on that
24
headline in the body copy. If I started my sales message with something like: `Now
I’ve got your attention I want to tell you about something else’. Sorry, but that
just won’t cut it. The reader will feel cheated (rightly so)… and… it will kill
your sales. Don’t do it!
Want to know how to super charge your headline with the `power wrap’?
It’s a `killer’ technique… and you can find out the full scoop in the next
chapter…
25
`How To Supercharge Your Headline With

The “Power Wrap”!’
I’m talking here about pre-headlines… and… sub-headlines.
But, before we get down to brass tacks I want you to know that this chapter
will be short. Why? Simply because most of the `rules’ that apply to crafting the
pre-headline and the sub-headline have been covered in the previous chapter on
headlines.
First off: The pre-headline is simply a headline that proceeds the main
headline… and the sub-headline is the headline that comes after the main headline.
Easy hey!
Anyway, here’s what I mean: Remember our main headline is…
###

###
What we are now going to do is wrap a pre-headline and a sub-headline round

it.
Okay I’m going to make something up here for fun and do it right before your
eyes.
Here goes: With the pre-headline you can use it to either tease or
credentialize your main headline… perhaps just like this…
###
`The Shocking Secret Is Out …

###
And then you come right in with your main… CURIOSITY DRIVEN, NEWS APPEAL and
BIG BENEFIT… headline. Again:
26
###

Secret The `Medical Establishment’ Have Kept
###
And finally, we can expand on the major benefit(s) of the main headline by
including a sub-headline that brings out the drama of the benefits whilst making
them more real to the reader. Perhaps something like this…
###
`Learn The Shocking Health Secrets That Took A Former N.A.S.A.

Scientist 7 Years Of Exhaustive Research To Uncover… And… More
Than $5.3 Million To Prove!’
###
Altogether, what we now have is a teasing pre-head… a benefit driven main-

head… and… a bring-it-home-to-the-reader sub-head. Packaged all together you would
start at the top of your first page with this…
###
`The Shocking Secret Is Out…

Aging Process… Virtually Overnight!
Than $5 Million To Prove!’
###
27
Ain’t that a bitch of a way to start a letter? Do you think there could be a
hungry market for such information? Could I pull this one off? Yeah, it’s starting
to sound like a good idea.
Aw nuts. I’m having fun of course… and I’m making some outrageous claims. But
you know what… the reason I’ve done that is to really bring it home to you in a fun
and hopefully lively way what I’m trying to say.
Anyhow, the more perceptible amongst you may have spotted that (in the above
example) I have not closed the quotation marks around the main-headline. It’s not a
mistake. The reason I have done this is because there is some thought that not
closing the quotation marks until the last headline (whether the main headline… or…
the sub-headline) takes away any opportunity or excuse for the reader to stop
reading.
I learnt this technique from copywriter Scott Haines… and although there are
no test results to prove its effectiveness… it just feels like a good idea.
Whatever, it certainly will not hurt your results. The best I can say is if it
feels right to you also… go with it.
There end’th the lesson on pre and sub-heads.
I’ll be waiting for you in the next chapter where we’ll get down and dirty
and seduce the reader into reading your copy – (sounds erotic doesn’t it?).
It’s titled: `How To “Hook” The Reader And Seduce Them Into Reading Your Web
Site!’ On the next page I will be revealing the `killer’ seduction technique. Come
on, what are you waiting for?
28
`How To “Hook” The Reader And Seduce

Them Into Reading Your Web Site!’
After you’ve opened up with your headlines, you need to let the reader know
who the message is from. Maybe something like this:
###
From the desk of: Dr. William Young, President of Quantum Health Plc.
Tampa Bay, Florida
Wednesday, 9.37 a.m.
###
Notice how I have also included the location and time. The reason I have done
this is to convey to the reader a sense of realness about what I have written. It
adds credibility. And, I always include the number `7’ as the last digit of the
time because as you will find out in a little while, there is something `magical’
about the number 7!
So far so good?
Good. Okay, next you put in your salutation. And as you will not be
personalizing your sales copy, tests show that the best way to do this is to simply
put:
###
Dear Friend (or Dear Reader),

###
Personally, I prefer to go with `Dear Reader’ on a web site.
Now, finally we are ready to write our first sentence.
But before we do I want you to get clear on this very important point: The
primary purpose of everything in your sales message is designed to get the reader
to do one thing… and one thing only:
Read The First Sentence!
As simple and obvious as this may sound… it’s very easy to lose sight of this
golden rule.
Joe Sugarman, one of the world’s great copywriters and by his own definition
a `maverick’ mail order entrepreneur says that your sales message should read like
a `greasy slide’. That’s to say, once the reader begins at the top of your page,
it’s almost impossible for them to `jump off’ until they finish reading your sales
message. A nice analogy that’s well worth remembering.
So, keep it in mind that if you want people to read your sales message then
you have to draw the reader in… and…
Make Your Sales Message Like A Greasy Slide!

29
This is where most people freeze. Faced with a blank piece of paper… or…
blank computer screen they buckle under the pressure of trying to think of
something… anything… meaningful to write.
Well, fear not my friend. Let’s see if I can’t get you through this painful
ordeal in one piece. First off, here’s another golden rule:
The First Sentence Should Tell The Reader WHY He / She

Should Take The Time To Read Your Sales Message!
And, it is for this reason that it should… in most cases… include the big
promise. The major benefit. By doing this you can seduce the reader into reading
on.
Before I show you a very simple way to hook the reader into your copy, here’s
some interesting information from Marshall J. Cook, author of, `Leads &
Conclusions’. Through research, Cook was able to conclude that most people who
receive a sales letter through the post never get past the envelope.
But… and this bit of information is revealing: Of the people that do open the
envelope and start reading the letter, most people who stop reading will stop
within the first 25 words of copy. Now, although there’s no hard-and-fast rules
here… what this says to me is that you’ve got to get the reader àddicted’ to your
message within the first few words of your web site.
In fact, Cook goes further and offers some tips that will help you write a
powerful lead:
Tip #1: The lead should offer the reader a benefit.
Tip #2: The lead should set the tone of the letter.
Tip #3: The lead should be unforced – it naturally connects the headline and
the body copy.
Tip #4: The lead should be concise – get rid of all wasted words!
Tip #5: The lead should be specific and concrete.
Tip #6: The lead makes the reader want to read more.
Again, there are no hard-and-fast rules for writing a lead. You can use a
testimonial. You can use an interesting fact. Or, you can use an idea of you own.
Just bear in mind the tips given above.
Now, I’m going to suggest that you use my favorite lead. It’s simple to use…
and… it will seldom let you down.
It’s called the if/then… or… if/this lead.
I’ll show how to use it right here. How about…
30
###
If you want to take control of the aging process and have more energy than you ever believed
possible… this will be the most exciting and valuable information you’ll ever read!
Here’s why:
###
That wasn’t too hard was it?
See what I’ve done there?
I’ve included the big promise right up front in the first sentence. The
reader immediately knows what benefit is in it for him/her. I’ve answered the
question forefront in the readers mind: `What’s in it for me?’
By the way, did you also notice that I have bolded and dropped the first
letter of the first sentence?
David Ogilvy says, Ìf you start your body copy with a drop-initial, you
increase readership by an average of 13 per cent.’
Now, just in case the reader says to himself, `Yeah, right!’ I need to
immediately establish the all-important element of credibility to the promise. This
is where we set the tone for the rest of the letter and answer the all-important
question, `Why?’
How? Simple, I just say what I’ve got to say, using the words: `Here’s why:’
Easy!
Okay. All this leads us in nicely to telling the reader why. And we’ll be
doing exactly that when we move into the next chapter, where we’ll be getting into
the `meat’ of your sales message: The body copy.
The body copy is really the guts of the letter and it’s here where we are
going to write a message so compelling the reader will be find it almost IMPOSSIBLE
not to read what you put on your web site.
Ready to find out how? You better be because it’s all explained in the next
chapter…`How To Use Almost “Criminal” Mind Control Tactics To Write So Powerfully…
And… Persuasively – No Sane Person Will Be Able To Resist!’
31
`How To Use Almost “Criminal” Mind

Control Tactics To Write So Powerfully…
And… Persuasively – No Sane Person Will
Be Able To Resist!’
*WARNING*: This chapter is powerful. Almost ìllegal’ in the wrong hands.
Why?
Because… you will be learning how to compose words on paper (screen) that
will virtually force people… wherever they are in the world… to send you their
money!
You have been warned! But, before we get into the `guts’ of your sales
message… here’s a very important yet very often misunderstood secret to writing a
great sales message…
What You Say Is Far More Important Than How You Say
It!
The reason I’ve made this point right up front is because many people… even
more experienced copywriter’s… get caught up in how to say what they’ve got to say.
I don’t want this to happen to you. And, with all the preparation work you’ve
done so far, you will be greatly minimizing the risk of getting caught up in the
delivery of your message.
Another little talked about secret to writing a great sales message is…
Have Fun Doing It!
Listen: If you have fun writing your sales message… your enthusiasm and
passion will be picked up by the reader. Your writing will be like flypaper to the
flies. Your writing will transfer your energy and enthusiasm into the mind of the
reader – to the point where they whip out their credit card and buy from you.
Don’t ever forget this: Your number one weapon in making more money will
always be superior salesmanship.
And a surefire way to multiply your sales is to…
Inject Some Genuine Personality… And… Passion Into

Your Sales Message!
If you can inject some real personality… and… passion into your sales
message, people will find it almost IMPOSSIBLE not to read it.
Fact is most advertising and sales writing is boring. And, the greatest crime
you can commit when writing a sales message is to bore the reader. Don’t you be one
of them – it turns people off. As the legendary Claude Hopkins wrote in his classic
book, `Scientific Advertising’: `People will not be bored in print’.
32
David Ogilvy, put it just as succinctly: `You cannot bore people into
buying.’
Sadly, most people turn people off with their writing!
This is unfortunate because the truth is most people who have been in
business for any length of time are very enthusiastic about their product and are
very good at selling in a face-to-face situation or talking over the telephone.
They know their product or service inside out… and… have enough experience to know
exactly what words to use and `hot buttons’ to press to persuade a prospective
customer.
Yet, when it comes to transferring that energy and their unique personality
onto a blank piece of paper (or computer screen), they `freeze up’. And… instead of
just letting their personality flow out from their brain through their pen… they
think they have to be clever and creative.
Nothing could be further from the truth!
Selling is not about being clever, cute or creative. Selling is about…
Enthusiastically Communicating The Benefits Of Your

Product In A Simple, Easy To Understand Way!
The sole purpose of your sales message is to sell. As David Ogilvy, rightly
said: Ìf it doesn’t sell, it’s not creative’.
One caveat: Never try to be funny in your sales message… it will lose you
sales!
Here’s what John Caples said about trying to be funny in your sales message:
`Beware of it. There isn’t a single joke in the two most read books ever written:
The Bible and the Sears Roebuck catalogue.’
Note: The Ikea catalogue has now overtaken both the Bible and the Sears
Roebuck catalogue as the world’s most read publication. Nevertheless, the point
remains the same `No man buys from a clown.’ As The Father of Modern Advertising,
Claude Hopkins said.
Now, with all that said, I can teach you how to lash your sales message
together… but… I cannot teach you how to infuse it with passion… and… personality.
Nobody can teach that stuff. It has to come from you. That’s why you should never
mess around trying to sell something you’re not passionate about.
What I can do is give you some important pointers on writing a compelling

sales message. First off…
Don’t Be A Poet… You’ll Blow It!
No pun intended! But, remember we’re not going for literary awards here. No,
the only thing you should worry about when writing your sales material is…
motivating the reader to buy from you. So forget about writing correctly…
concentrate on writing compelling.
Burn this into your mind: Writing a sales message has almost nothing to do
with writing… and… just about everything to do with selling.
Do you remember under the section titled, `How Anyone Can Virtually Guarantee
They’ll Leave All Their Online Competition In The Dust!’ I confronted a common
33
question many people have? If not it was this: `Can anyone really learn how to
write a great sales message?’.
You might also remember that I said the hardest job for me is not to teach
you how to write a great sales message. The hardest job for me is getting you to
unlearn everything you everything you already think makes for great writing.
By the way, do you know the first thing I’d have to do with an English Lit.
grad who descended upon me and want to learn… for real… how to write a sales
message?
Here’s what:
I’d take them out back and kick all the English Lit crap out of èm! It
wouldn’t be pleasant… but it sure would be effective.
I’ll tell you why: When you write a sales message you are not really a
writer… you are an…
In-Print Salesman!
Now get this: Joe Sugarman, who is has been a prolific copywriter – selling
everything from sunglasses to a $240,000.00 airplane - all through the power of the
pen, flunked English at high school. Joe has made millions as a mail order
entrepreneur. Guess who Joe Sugarman used to get to proof read his copy? His old
high school English teacher!
I hope that true and amusing little story really brings it home to you… that…
The Only Purpose Of Your Sales Message Is To Sell!
That is why you’ve got to approach your sales message like an assassin… a
sniper. Your market is your target, and your sales message is the bullet from a
gun. That bullet has got to hit the reader right between the eyes and force them to
engage their mind in your message.
Rosser Reeves (you’ll hear more about him in a minute) tells it straight from
the hip:
Ìmagine you have a business. You’ve built it up through hard work and
effort. It’s worth $1.0 million to you. Suddenly the sales start going down. Your
livelihood is in jeopardy. What do you want from me? Fine writing? Or would you
like to see the goddam sales curve stop going down and start going up?’
Amen!
Another story: In antiquity there were two great orators: Aeschines and
Demosthenes. When Aeschines spoke, they said, `What a great speech’. But when
Demosthenes spoke, they said, `Let us march against Philip’.
Make sure you’re in Demosthenes camp when it comes to writing your sales
message. Stir people’s emotions and get them to act.
Concentrate all your energy on saying what you have to say in simple, plain
talking and easy-to-understand English. Use short sentences. Short paragraphs.
Simple words. And, Be punchy. Be conversational. Be edgy.
Some sage advice from Ted Nicholas: `What you don’t want to do is draw
attention to the writing. You want to draw attention to the message. There’s a huge
difference.’
34
Copywriter John Carlton backs this up: `Good writing is invisible to the
reader – he should not be aware he’s reading something. Instead, your copy should
smoothly melt into the conversation already going on in his head.’
But you know, when all’s said and done the most important advice I can give
you is…
Just Start Writing!
You can’t get good reading how to do it. You can’t get good thinking about
it. The only way to get good at writing is to write. There are no shortcuts. The
more you write, the better you’ll get. It’s that simple.
Just write. Keep the pen moving. Don’t even think too much. Write fast. Write
furious. The faster you go the better. Write… Write… Write…
Dammit… Just Write!
And, don’t worry about getting it perfect. You won’t. Just get everything
down on paper. All your thoughts, ideas, facts, benefits… and… tidbits of
information. It’s all useful. Don’t hold back. What you want is an emotional
outpouring of information onto paper. And, don’t worry about pleasing everybody.
You can’t. Remember you’re not writing for the non-buyers… you’re writing for the
buyers.
Legendary copywriter Gary Halbert tells-it-like-it-is:
`Concentrate On Selling The Foxes, And Don’t Worry

About Offending The Dogs!’
I like it!
Now this may surprise you… but…
The Faster You Write The Better It Will Be!
Are you doubting the sanity of that statement?
Well think again comrades!
Consider this: Joe Karbo, the legendary mail order entrepreneur, was out
driving his car when he got the inspiration for his book, `The Lazy Man’s Way to
Riches!’ What to do? Here’s what Joe did: He immediately pulled over and wrote the
ad for his book in the car… in one sitting!
And get this: That ad ran (almost exactly as he first wrote it) for many
years… and…
Sold Over 3 Million Copies Of His Book!
That’s impressive!
Another example: The legendary copywriter Gene Schwartz, wrote the ad for
`Bottom Line Personal’ while his wife put on her make up to go to work. That ad
launched Boardroom’s newsletter (the largest consumer newsletter in the world)
You see I’m not just making this stuff up!
35
Now, when you’ve exhausted your brain by getting everything down on paper you
are ready for a break. Seriously, this is important. Writing sales material is not
a straight-line process. You have to give your subconscious mind some time to cool
off and assimilate all the information. Ideally, you should give yourself at least
a day doing other stuff.
Now, let’s just recap: You should now be at the stage of having all your
thoughts and ideas down on paper. And, assuming you have taken a truly deserved
break away from all this stuff, I have a question for you: How would you like to
know how to literally hypnotize the reader and…
Make It Practically IMPOSSIBLE For Them Not To Read

Your Sales Message?
What’s that?
You said you would. Alright then, I guess I’d better tell you how to do it.
But not yet. First I want to tell you about Leo Burnett. Have you ever heard
of him? If not, he was the head of the advertising agency The Leo Burnett Company.
He was also the guy who created the famous Marlborough Man ads and some of the most
successful marketing campaigns of the 20th century.
What the hell do you care?
Probably not much. But you may be interested in a term that Leo Burnett
coined. It is this…
Inherent Drama!
What ìnherent drama’ means is that in every product or service there exists
something inherent that makes people buy it.
Let me explain further with a definite example Leo Burnett created. In 1945,
the Leo Burnett Company launched a marketing campaign for the American Meat
Institute. The ad had red, uncooked meat, placed on a red background. The copy
persuaded more people to eat more meat. So what? Well at the time the ad was
original because previously meat had always been shown cooked.
Anyhow, the point of this short story is to tell you how Leo Burnett would go
looking for the ìnherent drama’ in what his company was advertising.
You should do the same.
Here’s why: People are always fascinated by unusual stories. They want to
experience the drama, the excitement, the adventure, the mystery and the romance of
a good story.
It was Henry D. Thoreau who said, `Most men lead lives of quite desperation.’
I think that’s a fairly true statement. Most people don’t do many exciting
things. Don’t get to meet many exciting people. Don’t get to go to many exciting
places. That’s why magazines such as Hello are so popular. It gives ordinary,
everyday people a glimpse into the world of the celebrity. It’s also why most
people love to read a good book… or… love to go watch a great movie.
Every good marketer instinctively knows this. And, if you want to take your
marketing to a new level you have to find that unique drama or unusual human story
36
behind your product that ignites a burning curiosity in the reader. If you can do
this you will practically…
FORCE People To Read Your Sales Message!
If you’ve created the product yourself… you will have to go searching within
yourself and look for any fascinating, intriguing… even outrageous … stories, ideas
or inspiration behind your product. To make this really sink in, let me give you a
concrete example from one the world’s top copywriters, John Carlton:
John was working on an ad for an instructional golf video. Nothing very much
different there. So John did what every great copywriter does: He went searching
for the `hook’… or… what I like to call…
The BIG Idea!
John sat down with the guy who produced the video and started asking him
questions… just talking about the video… `tuning in’ for that bit of drama or
fascinating story behind the product.
About half-an-hour into their conversation, the guy opened up when John asked
him where the inspiration behind the video came from. His answer, Òh, back a few
years, I saw this one-legged man hit a dead-solid perfect drive, and I realized
that two-legged golfers could benefit from the adjusted balance he had…’
Bingo!
There it was in that one sentence. That fascinating piece of information that
would have been so easy to gloss over and miss.
Here’s the headline John Carlton went on to write:
Àmazing Secret Discovered By One-Legged Golfer Adds 50 Yards To Your Drives,

Eliminates Hooks And Slices… And Can Slash Up To 10 Strokes From Your Game
Almost Overnight!’
That ad with that headline ran successfully for over 8 years!
Can you go `searching’ for that fascinating… even outrageous… story behind
your product? You’d better… because it really can make you stand out from the crowd
and make your profits soar.
You don’t believe me? You want more proof? Okay, truth seekers, here’s the
truthful truth, the real reality:
The main reason a person will do business with you, as opposed to your
competitors, is because they perceive in you a distinct benefit or advantage above
and beyond what they can get from anyone else.
It's true. And it was Rosser Reeves who was a big gun copywriter at Ted Bates
and Co. advertising agency and author of the book: `Reality In Advertising’, who
coined the term Unique Selling Proposition (USP).
Reeves also explains that having a powerful USP makes it easier for people to
remember your sales message. He said: Àdvertising is the art of getting a USP into
the heads of the most people at the lowest possible cost.’ So, what is so special
about a USP? Why do marketing masters like Jay Abraham and Dan Kennedy preach this
killer concept?
37
Well, here’s an interesting and educational story for you that answers those
questions…
A few years back, two brothers decided to start a small business with the
primary aim of paying their way through college.
The business had its problems.
One brother quit.
One brother stuck at it… and… came up with a very powerful and compelling
USP: `Fresh, hot pizza delivered in 30 minutes or less, guaranteed!’
His name was Tom Monaghan – he recently bought the Detroit Tigers for a cool
$53 million!
His business… Domino’s Pizza!
Ever heard of them?
Now, ponder this: In a survey conducted in the USA, people were randomly
asked to say the first word that popped into their head when they heard the word
`pizza’.
Almost 85% replied: Domino’s.
That’s the truly incredible power of having a great USP.
That’s why I implore you to busy your mind thinking and questioning yourself
about how to come up with a great USP. And, to my mind one of the easiest and best
ways to do that is to bring out the inherent drama or unusual story behind your
product.
And don’t tell me there’s no inherent drama or unusual story behind what
you’re selling. I don’t care who you are or what you’re selling there’s always a
story. There’s always some way to dramatize your product… even if you can’t
immediately think of anything unusual about what you have to offer. And just to
prove it to you I’ll even reveal to you… right here…
How To Come Up With A Fascinating Story That Will Whip

The Rug Right Out From Under Your Competitors Feet!
Listen to this: In the 1920’s a company called Shiltz Beer hired probably the
most famous ad man in history… who has come to be known as…
The Father of Modern Advertising!
His name?
Claude Hopkins.
Anyhow, I’m going to tell you a true and fascinating story that shows how he
took Shiltz Beer from a lowly 5th place and a falling market share into pole
position tie for first place in just a few short months. Here’s what Claude did:
First he took a look at how all the beer manufacturers at the time were
advertising their beer. What he discovered very quickly was that all of them were
using the word ‘PURE’ in their advertising. They were all spending a fortune
shouting and screaming ‘PURE’ in their ads. It seemed as though the race was on as
to which company could print the word ‘PURE’ bigger and bolder than their rivals.
38
This is a classic example of what I call ‘shove-it-down-your-throat

advertising’.
Trouble was, nobody ever really explained what ‘pure’ really meant.
Not until Claude Hopkins entered the arena that is.
Claude was smarter than the rest of the contenders. Claude took the trouble
to find out what ‘pure’ really meant. Claude insisted on being taken on a guided
tour of the Shiltz factory. He knew that to effectively sell something you have to…
Become A Sales Detective… And… Interrogate Whatever

You Are Selling!
Anyhow, Claude Hopkins upon touring the factory was shown plate glass rooms…
filled with filtered air… so the beer cooled without any impurities. He was shown
huge filters that used white wood pulp to ensure a superior filtering process.
The tour guide then went onto explain how and why every pump was cleaned
twice daily to ensure the highest standards of purity. He was told that each bottle
was sterilized four times before being filled with beer.
He was shown artesian wells – 4,000 ft. deep – to provide the purest and
cleanest water available. All this, and the factory at the time was right on the
bank of Lake Michigan, USA – before any pollution had affected the clean water.
Finally, on a tour of the laboratory, Hopkins was shown the mother yeast
cells; a product of 1,200 experiments to achieve their mature flavor.
Hopkins now had what he needed to create his advertising campaign. But he was
somewhat perplexed, and couldn’t resist asking:
‘Why Don’t You Tell People

These Things?’
The manufacturer’s reply was because every other beer manufacturer brews beer
EXACTLY the same way.
Hopkins shot back:
‘But, Others Have Never Told This Story!’
Hopkins, simply took the same story anyone else at Shiltz Beer, or any other
beer company, could have used and put it on paper explaining why Shiltz Beer is
‘pure’.
The result: Claude Hopkins hit a home run and took Shiltz Beer from a lowly
5th place to joint 1st place in the market. All this in just a few short months.
Now get this: The product did not change. The price did not change. The
quality did not change. The manufacturing process did not change. No! The only
thing that changed was…
The Story!
I’ll say it again: It’s all about finding the interesting or fascinating
story behind your product and using it to educate your reader’s why it makes your
product unique.
39
It’s so simple. And know this…
You Simply Cannot Over Educate

Your Prospects
About Your Product!
Here’s an insightful quote from marketing wizard, Jay Abraham, “People are
silently begging to be led. When you educate your reader about your product – and
how it will help them live a more rewarding life – your sales and profits will
explode.”
Are you beginning to see why I’m laboring on this point? Are you beginning to
grasp the incredible power of telling an interesting story that educates your
prospects on why they should buy your product? I hope so because this is very
POWERFULL stuff!
And for all you naysayers that don’t believe that something used in the
1920’s will still work in these technological times, I’m sorry to disappoint, but…
They Will!
Here’s proof positive:
Murray Raphel, a retail direct marketing consultant, was visiting with one of
his clients, Ethan Allen Furniture and noticed carpenters behind the shop area
repairing furniture.
Murray asked: `Do you make furniture here?’
The shop manager replied: `No, those are carpenters doing work on Etham Allen
Furniture’. He told Murray Raphel that every customer of Ethan Allen Furniture is
given a ‘lifetime’ guarantee on wood furniture.
Murray Raphel went away with the ammunition he needed to create a winning
advertising campaign, and ran an ad stating: Èvery Piece Of Elthan Allen Wooden
Furniture Is Guaranteed For Your Lifetime!’
Now the interesting thing is that all other Elthan Allen Furniture stores
offered a ‘lifetime guarantee’ on wooden furniture but…
None Of The Others

Advertised This Fact!
What’s even more interesting is that soon all the other Elthan Allen stores
began including the ‘lifetime guarantee’ in their advertising material.
But… fortune favors the brave… and it was the ‘original’ store that did
something different from all the others and educated its prospects and customers
that captured them the lions share of the market.
Friend, I challenge you to come up with a truly great, inventive and utterly
compelling story that educates the reader and delivers a powerful and compelling
USP. If you can do this you will make your product stand out from the crowd.
As obvious as this may sound, view your product as if you didn’t have the
faintest idea about it. This is important, because chances are the reader of your
web site…
40
Doesn’t Know Diddly-Squat

About Your Product!
More often than not you’re just too close to what you are selling. And just
because something is familiar to you does not mean you should assume it’s not
interesting to your reader. As Marketer Dan Kennedy says, ‘Remember that what you
take for granted, because it is common knowledge to you, is a revelation, a secret
of immense value to someone who does not know or understand it. Do not undervalue
what you know.’
John Carlton tells-it-like-it-is: Ìf you’ve got the goods, man, don’t hide
behind false humility. Stand up and claim what’s yours. People follow leaders with
balls and chops.’
Remember: Everyone loves to hear-it-like-it-is!
Well, that’s about as much as I’ve got to say on how to make your product
standout from the crowd. So, I guess I’d better show you how to do it with our
example sales message.
First, a quick recap: Remember, we now have our pre-head, main headline, sub-
head, our salutation, and our lead. You do remember don’t you? If not here’s where
we’re up to…
###

Tampa Bay, Florida 80975
Dear Reader,
41
If
you want to take control of the aging process and have more energy than you ever believed
was possible… this will be the most valuable information you’ll ever read!
Here’s why:
###
What we do now is simply tell the reader why (It looks like a set-up to me).
And, this leads you in nicely to where you want to connect with your reader… on an
emotional level. This sounds deep. But, don’t worry you already know how to do it.
I’ve already told you: Simply tell them the story behind your offer. Answer the
question in the readers mind: `What’s the story?’
In other words, try and make your sales message enter the thinking already
going on in your reader’s mind.
Let me explain further: Imagine your prospect has an excruciatingly painful

back. Do you think they can think of anything else other than how they can
alleviate that pain? They can’t. Their dominating thought is always how to escape
their pain. Now let us imagine further that they log on to the Internet looking for
a solution to their problem. And, hey presto! Your domain name
www.stopbackpainnow.com catches their eye. They click on your domain name and are
taken to your web site. What if on your site you had a headline and opening like
this:
###
`6`7” Limbo Dancing Champion Reveals:
`How To Stop Back Pain Immediately!’

From: Jack Spineless
Wednesday 10.37 a.m.
Dear Sufferer of Back Pain,
If you want to get rid of your back pain and start enjoying your life again this will be the most
important thing you’ll read today.
Here’s why:
I am… (with your permission)… going to send you a copy of a breakthrough book that tells you in
simple, step-by-step instructions how to get rid of your back pain in less than 5 minutes. It is titled:
How To Get Rid Of Back Pain FOREVER…

And Live Life To The Full Again!
I’ll tell you how to get hold of that amazing book in just a moment.
But first…
Are you in so much pain you want to scream out and cry? Do you want to be pain free at last so you can
sleep like a baby tonight? Would you like to know about a simple exercise that will get rid of your back pain in
less than 5 minutes?
42
If so, I’ve got some very good news for you. Blah… Blah… Blah… Yadda… Yadda… Yadda…
###
Do you think that will have a good chance of tying in with the dominating
thoughts in the reader’s mind? I think it would.
Notice that straight after the `Here’s why:’ I go straight into telling the
reader that they are about to receive a solution to their problem (with their
permission of course). In this case it is a book that tells them how to get rid of
their back pain. Can you see the hidden psychology behind this approach? If not,
I’ll explain it: By telling the reader right up front what I’m going to send them
(with their permission) I am assuming that they’ve already agreed to buy from me,
without overtly saying so. I make it appear that I’m going out on a limb to help
them solve a problem. And in this way the reader feels almost guilty for not
accepting my help.
Next I do what I call ‘salting’ my sales message by saying, ‘I’ll tell you
how to get hold of that book in just a moment’.
`Salting’ your sales message is a very powerful influencing and persuasion

technique that compels people to keep reading your message. You are probably
familiar with the saying, `You can lead a horse to water, but you can’t make him
drink!’ Well, in most cases that is true. However, if you first feed the horse
salted oats and then lead him to the water, it will be almost impossible for that
horse not to lap up the water to appease the salty taste in its mouth.
Would you like me to explain further how you can salt your writing and make
the reader extremely thirsty to keep reading? Okay, I’ll explain exactly how to do
it, but first there’s something even more important I want to tell you:
It is this: Salting your writing is probably the most powerful communication

technique you could ever use. What is more, it always works, no matter who the
reader is (a 7 year old child or a hard-nosed business executive). Why does it
always work?
Well the answer is both simple and self-provable. You see I’ve been using the
salting technique on you for the last two paragraphs.
Can you see now what I’ve done?
I’m sure you can. If not, I have simply fuelled your curiosity about what I
am going to say, before I say it.
Enough!
Okay, notice what I do next in the sales message intro for the book on
getting rid of back pain, is I go into asking questions.
The reason I have done this is because when you ask a question the reader’s
brain is compelled to answer that question. Questions not only reel in people’s
attention… when kept simple and directed towards their problem it gets the reader
to start thinking about a solution or benefit awaiting them if they keep reading.
Notice also that the way the questions are set up makes the prospect (in this
case somebody with a bad back) answer `yes’ to the question. This is important for
two reasons. Firstly, it establishes a `yes’ momentum right from the outset. You’ve
got the reader on your side right away. Secondly, and equally important is that it
makes the answer to the question the readers own idea… their own mental picture.
43
It was Robert Collier who wrote: `The reader colors that mental picture with
his own imagination, which is more potent than all the brushes of all the world’s
artists.’
A great quote.
And think. Nobody likes to be told what to do. As soon as someone tells you
what to do there is a natural resistance against doing it – even if the doing of it
is to your benefit.
That’s why Andrew Carnegie, the steel magnate amassed such a fortune and
became in his time the richest man in the world. He was born a poverty-stricken
Scot who started work for two cents an hour ended up giving away $365 million… and
still had plenty left over.
What was Andrew Carnegies secret?
Well, firstly you might be surprised to know that he knew nothing about the
manufacturing of steel. What Andrew Carnegie did know is how to get around him
people that did know everything there was to know about manufacturing steel. And,
in the doing so he influenced people by talking in terms of what the other person
wants.
It was John D. Rockefeller that famously said, `The ability to deal with
other people is as purchasable a commodity as sugar or coffee. And I will pay more
for that ability than for any other under the son.’
That’s what Andrew Carnegie always knew: The only way to get anybody to do
anything is by having the person wanting to do it.
As an aside: Here’s an interesting story about Andrew Carnegie that shows he

would have made it as a great sales writer: His sister-in-law had two boys at Yale.
Her problem was that they never wrote home. She was worried because they never
bothered to reply to her frantic letters. So Carnegie wagered $100 that he could
get the boys to write back – without even asking them to. He was called out on his
bet and so he wrote a chatty letter to his nephews, casually mentioning in the
postscript that he was sending each one a $5 bill. What he failed to do was enclose
the $5 bill.
Well, he got back a reply by mail from the boys… and I think you can guess
what they wanted to know about.
Okay. Back to the business at hand. I want to pick up again with an excellent
quote from the second page of `The Robert Collier Letter Book’:
`The ultimate purpose of every business letter simmers down to this: The
reader of this letter wants certain things, the desire for them is consciously or
unconsciously the dominate idea in his or her mind. You want him to do a certain
definite thing for you. How can you tie this up to the thing he wants, in such a
way that the doing of it will bring him a step nearer to his goal?’
I’ll let Professor Harry A. Overstreet author of, Ìnfluencing Human

Behaviour’ answer the question:
Àction springs out of what we fundamentally desire… and the best piece of
advice which can be given to would-be persuaders, whether in business, in the home,
in the school, in politics, is: first, arouse in the other person an eager want. He
who can do this has the whole world with him. He who cannot walks a lonely way!’
44
The only way on earth to influence another person is to talk about what they
want and then show them how to get it.
You know I could go on talking about all this stuff… but… I think one ounce
of showing you what to do (with our example sales message) is worth an entire
lifetime of telling you. So, let me lay it out for you right here and now and show
you how I’ve put all this stuff together. That way, you’ll get a much better grasp
of what I’m talking about and I can then explain further why I’ve constructed it
the way I have. Is that okay? I hope so… `cause I’m going to do it anyway.
Here goes…
###

Dear Reader,
was possible … this will be the most valuable information you’ll ever read!
Here’s why:
I am… (with your permission)…. going to send you a copy of what many health care experts
predict will become one of the most talked about health book’s in medical history, titled:
“The Quantum Secret:

What You Absolutely Must Know Before You Ever
Step Foot Into Your Doctor’s Surgery!”
I’ll tell you how to get hold of that book in just a moment.
45
But first…
Do you ever find your energy levels flagging during the day for no obvious reason? Are you
gradually gaining some extra pounds? Are you finding it increasingly difficult to keep your youthful
appearance? Do you often wish you still had that childlike energy you used to have?
Don’t fret. Chances are, you don’t have anything seriously wrong with you. You’re probably just not
aware of how you can… slow down the aging process… and … triple your energy faster than you thought
possible! It’s true! And it’s all revealed in my book: `The Quantum Secret’. It doesn’t involve taking any
dangerous drugs… no dieting… and hardly any physical exercise. And, tests prove that `The Quantum Secret’ is
(by far) the most potent anti-aging process that has ever existed!
I’ll tell you more about what you’ll learn from `The Quantum Secret’ in a moment. But first, I’ve got a
confession to make…
My name is Dr. William Young and I’m a former N.A.S.A scientist. For more that 25 years I worked in
the ìnner-sanctums’ of N.A.S.A. I had the privilege of working with some of the most brilliant minds on the
planet. I was exposed to… and… worked on the most radical, state-of-the-art health developments in the world.
But, after 25 years I could no longer justify working for N.A.S.A. So I quit. That was a little over 7 years ago…
when I set up my own company: Quantum Health Plc. (NASDAQ registered).
The reason I dropped N.A.S.A like a bad smell is because I was appalled at the lies and life-threatening
information being spoon-fed to the gullible politicians and unsuspecting public. I could tell you a lot more about
my shocking discoveries (and I will)… but first… I want to tell you my confession. Here it is…
The `Medical Establishment’ Is Mass Producing

Prescription Drugs That Are Designed To Cause
Cancer And Other Life-Threatening Diseases!
It’s true! And it’s all part of an elaborate government-backed plan to reduce the swelling population.
What’s even more frightening is that most Doctors have absolutely no idea this is happening. They’re being
hoodwinked into peddling `killer’ drugs on innocent people.
Here’s another shocking fact:
The majority of a Doctor’s education about the drugs they prescribe you comes from the greedy drug
companies selling them. Is it any wonder that…
More People Die From Certain Drugs Their Friendly

Doctor Prescribes Them Than From All Other
Illnesses Put Together!
What this means to you is… you have to be extremely careful about taking any advice from your
doctor… without first knowing exactly which prescription drugs can kill you.
That’s the real reason I finally decided to write my book: “The Quantum Secret: What You Absolutely
Must Know Before You Ever Step Foot Into Your Doctor’s Surgery!”
You see I’m fed up. The F.D.A and the medical profession have been feeding you lies, half-truths…
and… a lethal concoction of prescription drugs for far too long. And so, in spite of the inevitable backlash that
46
will come my way from the `scared’ medical establishment, I have decided to put my neck on the line and
uncover the real truth about health and life-longevity.
After more than 7 years of exhaustive research… and $5.3 million of my own money… I have made
some powerful discoveries and uncovered some startling secrets that are unknown to almost all doctors and
health professional. Namely…
The Closest Thing To The Everlasting Youth That Exists In

The World Today!
I can’t go into it in too much detail here. It would take up too much space. That’s why I’ve reproduced
for you a `digital version’ of my controversial book:

What You Absolutely Must Know Before You Ever Step
Foot Into Your Doctor’s Surgery!”
And, without exaggerating for effect, the stuff contained in that book may be destined to become the most
talked about in medical history… and… quite easily increase your life-span by up to 20 years!
Anyway, here’s how I want to help you: I am in the next few minutes going to send you your own
personal copy of that book - (written in easy-to-understand, plain talking English).
And, once you’ve read it you will know more about how to take back control over the aging process than
99.9% of all doctor’s in the world… and… know for certain which prescription drugs you must never take. In
short: You will KNOW how to dramatically improve the quality… and… longevity of your life!
###
How do you like that?
Don’t get too worried… I’ve just made all that up about `lethal’ prescription
drugs (my imagination really will get me into trouble).
Anyhow, I promised to explain further why I’ve constructed what I’ve written
the way I have and some of the sales psychology involved. So let’s get back to it…
Notice that right after the `Here’s why:’ I offer to send the reader… (with
their permission)… a very valuable book. Almost as though it’s a gift from me to
the reader. This gets the reader on my side right away and possibly even makes them
feel a little indebted to me and maybe even guilty for not buying. Not a bad thing!
Next, I’ve asked the reader some very targeted questions. If you wanted more
energy and was worried about aging do you think you would be just a little bit
interested in finding out more? Me thinks you would!
Also, by asking those simple and targeted questions I get the reader to agree
to some small things up-front (who doesn’t feel like they need more energy?). This
is an important first step in getting the reader to agree with you from the outset…
and… makes it easier for you to get them to agree to your offer later in your copy.
This is known as `The Foot In The Door Phenomenon’ and it’s a very powerful
technique… especially online where you are just one click away from losing the
reader.
47
After I’ve established a `mental connection’ with the reader I’m ready to
introduce a `sales formula’ that I first heard about during an interview with John
Carlton (who learnt it from Gary Halbert). It’s what’s known as…
`The Three S’s!’
#1: The Star: If you can, you want to introduce a star (or hero) who can give
authority or celebrity appeal to what you are selling. In the example above it is
the made up character, Dr. William Young, a former N.A.S.A scientist who now runs
his own health research and development company.
#2: The Story: You want as much as you can to draw the reader into your
message with an interesting, fascinating, provocative or controversial story. This
is where you can weave a little fear into the mind of the reader. In the above
example, I’ve given the reader a reason to start questioning. Rubbed a little salt
in the wound by giving the reader some worrying information about the medical
establishment and the drugs prescribed. Sometimes the reader won’t know they have
the problem… until they read your copy (as in the example above).
And then, I just tell the reader in a very easy-to-understand conversational

and educational way that I’ve made some `powerful discoveries and uncovered some
startling secrets’ that are covered completely in the book. I answer the question
going on in the reader’s mind: `What’s the story?’
#3: The Solution: This is by far the most important of the three S’s. For
your sales message to be successful you must offer the reader a solution. In the
case above, it’s a book that reveals all the shocking secrets that the Dr. Young
has uncovered about prescription drugs, and how anyone can add up to 20 years to
their life.
Well, that’s a brief rundown of what I’ve done.
The above format is a good one for you to follow. Just substitute the
information that is not relevant and replace it with the unique information about
your product and the story behind it.
Do you think you can do that? I’m sure you can if you give it some thought.
And, if you find yourself getting a little stuck, then I urge you to continually
ask yourself the question: `How can I dramatize the emotional benefit of my
product?’ This question will force you to come up with the answers. It’s a neat
question to remember!
But you know there’s a lot more I could say. So to help you as much as I
possibly can, here are a few more thoughts, ideas, instructions you should consider
when you come to lashing your sales message together. Here goes:
The late copywriter Robert Collier was a master at telling stories that were
not complete leaving the reader hanging, wondering how it would end - (The only way
the reader could find out was if they ordered the product). This technique is known
as the Zeigarnick Effect. And an unfinished story can be one of your most powerful
sales weapons. People are magnetically drawn to an unfinished story. Also, testing
has proven that a sales message using the Zeigarnick Effect tends to sell more than
a sales message that doesn’t.
Direct marketer, Randy Gage, backs this up: `Copy that tells stories will
always out-pull copy that just states the features of the product.’
48
Too many copywriters neglect to tell the story. It’s a shame. They’re missing
part of the jigsaw that makes up a great sales message. You now have no excuses for
being one of them!
Can you see that I have left the reader hanging with an incomplete story
about what’s in the book?
Another thing: Remember people think in pictures. And great copy is simply
painting visual pictures with words. Use active words. Here’s what I mean: Don’t
say, `Reduce your tax bill’. That’s passive. Instead say, `Slash your tax bill’.
That’s active. It engages the readers mind. See the difference?
And, as much as you can…
Dramatize With Emotion!
To create a successful sales message… you absolutely must touch people’s

emotional `hot buttons’. That’s why you have to write with emotion. The more your
message appeals to the reader’s emotional desires, the more sales you will make.
Here’s another point to remember: To sell anything, you have to convince

someone that the benefits they will receive from what you are selling are far more
valuable than the selling price – (I’ll be showing you an excellent way to entice
the reader with benefits in the next chapter).
This is why master salesmen (whether in-person or in-print) have almost no

regard for price. They know that generally people will pay what it costs to get
what they want. The master secret known only by a few elite salesmen… and… master
`con-men’ is to concentrate all their efforts on making you want it more. In short
they are experts at knowing how to…
Feed The Greed!
Look: People really don’t want more information. What they really want is the
benefits that information will give them. Sell the benefits; not the product! As
direct marketer John Eger says: Ìf you fall in love with your product you are
lost. If you fall in love with your market you maybe found!’
Drayton Bird, direct marketer and author of `How To Write Sales Letters That
Sell’ agrees: `Fortunes are lost every year because people confuse what they are
selling with why people should buy it.’
Here’s a clue: People buy because of the benefits they will get from what
they are buying.
Ah yes, would you like me to show you how to make the reader feel in your
debt and make it very hard for them not to repay that debt by ordering your
product?
Yes, I thought so. Well, guess what? I already have! The secret is to embed
in your copy interesting facts and golden nuggets of information that gets them
saying to them self: `Gee, I never knew that. Maybe there’s a lot more I need to
know about this.’
If you can move the reader – on a subconscious level – to thinking along

those lines, here’s what’s really happening: They will feel as though they’ve
gotten something valuable for free. They have! And, it compels them to keep
reading. It even makes them feel a little guilty if they don’t order your product.
49
Equally important: You’re building and adding credibility in the eyes of the
reader. You’re instantly seen as an expert on the subject. You’ve gained their
confidence.
Not bad pay off for putting in a bit of legwork to come up with a few golden
nuggets of information to place in your copy.
Is all this stuff instructive?
Are you starting to see how you can take this information and create a
compelling sales message for your own web site?
I sincerely hope so. I sincerely hope that I am making it as easy for you as
I possibly can. There’s more exciting stuff to come… but let’s just recap what you
need to throw into the mix for writing your compelling, engaging and persuasive
sales message:
#1: Write like you would talk. Use plain, easy-to-understand,

conversational English. Just like you would talk to a friend sitting over coffee!
#2: Write to one person. Ask yourself: `Who’s my ideal prospect?’ Conjure
up an image of that person in your mind. Then write to that one person. Sure you
want your web site to be read by as many people as possible, but remember each
person is an individual.
#3: Inject some personality… and… passion into your writing. Be passionate.
Be enthusiastic. Write with energy. Personality is a guaranteed multiplier of
sales.
#4: Keep sentences and paragraphs short. Make it easy for the reader. Long
dense paragraphs turn people off. Short sentences and paragraphs invite the reader
into your message and make it easy for them to keep reading.
#5: Indent paragraphs. Again, this invites the eye of the reader into each
new paragraph.
#6: Use compelling sub-heads. Use sub-heads sparingly (no more than about 4
per page) that jar the readers mind. Sub-heads can also tell your sales story for
the reader that just skims your copy.
#7: Cut out excess words. Be clear, concise and to the point. Eliminate
words that do not add to your message.
#8: Use action words. People think in pictures. Engage the reader with
action words that create an image in their mind. This `locks’ your message into
their mind. Let me give you a little illustration: `Just picture yourself 30 days
from now – out celebrating your new image. You’ve got more energy and ànimal
magnetism’ than you’ve ever had in your life. People stop and admire you. See
yourself: Slim. Attractive. Powerful… and… exuding self-confidence. Every where you
go, people simply cannot resist giving you a second look. Blah… Blah… Blah.’ See
what I’ve done there? I’ve made you `see’ you reaping the benefits of my promise.
What am I selling? Is it a new suit? A golden tan from the holiday you’ve just come
back from? A promotion at work? Cosmetic surgery? You know what? It could be any of
that stuff. But, what I am really selling is feelings. Killer secret: People will
do almost anything to change the way they feel!
#9: Use embedded words: An embedded word is a word that is in bold. Notice
how I have used embedded words sparingly in my example sales message? The reason I
do this is to give a little eye relief and to ìmprint’ (subconsciously) certain
`power words’ or `key phrases’.
50
#10: Be specific. Don’t say more than $100 when what you really mean is
$103.25. Don’t say reduces fuel emission by 30%, when you could say reduces fuel
emission by 31.23%. Get the idea? Specifics make what you are saying real. Claude
Hopkins, wrote: `Generalities fall off your readers like water off a duck’s back’
And now, dear readers, you are about to be let in on a very important secret
to your web site success. What you are about to learn can increase readership of
your web site by as much as 500%! What is more, 99.9% of people marketing online
have no clue what it is. So pay very close attention here. Tattoo what you are
about to read onto your mind, and never forget this `killer’ secret:
The Layout Of Your Web Site… And The Sales Message

On It… Should Be “Invisible” To The Reader!
Let me explain what I mean by that: What you don’t want is to have lots of
`link buttons’, or fancy graphics, on your web site that detract the reader’s
attention away from your sales message. The overwhelming majority of sites really
screw up here. You DON’T want to confuse a visitor to your site… because…
People Do NOT Buy When They Are Confused!
What is equally important is that you want to start your sales message in a
way that is both informative and educational.
Why?
The answer is simple: In the overwhelming majority of cases, when somebody

clicks through to your web site they are not eagerly fondling their credit card in
the other hand, itching to give you their bank details. No. In fact, the Internet
has become like a Calcutta market place where you can’t go five seconds without
somebody screaming in your face trying to sell you their wares. Likewise, people
resent being sold to on the Internet! What is the lesson here? You really want to
know? Okay, here’s what…
You Will Sell To More People By Appearing To

“Help” Them, Than By Appearing To Be “Selling”
Them!
Listen in, and listen real good: People hate being sold to… but… if you’ve
got the goods they want, and they like you… in most cases they will buy from you!
And I’ve already told you that the best way to help people and get them to
like you is by first delivering informative and educational content.
Here’s something else that’s important: When you are only òne click’ away
from losing the sale you’d better make your site inviting to read, because here’s
when you really make the sale…
The Instant Somebody Sees Your Site!
Think about it, everybody makes instant judgements on everything they see.
Whether you are consciously aware of this fact is irrelevant. What is relevant is
that it happens (subconsciously) and from there onwards we process and `justify’
all the other information on that `first impression’.
You see, I think a `buying decision’ is made in a prospect’s mind the instant
he sees your site and reads your headline. If your headline hits an èmotional
sweetspot’, in his heart and in his mind, he will continue reading your web site
looking to convince himself that you can deliver on the BIG promise in your
51
headline. Ergo: If you can back up your BIG promise in an informative, educational
and ènergizing’ way you have a very good chance of making the sale.
Here’s something else you should know: I am extremely particular about the
`look’ of a web site. I want it to have a clean, crisp `feel’ about it. Studies
show that 80% of motivation is optically stimulated. For this reason I like to use
black text on a yellow background.
Why?
Because tests prove that black text on a yellow background are the two colors
that contrast best, and are easiest to read! It looks fresh and creates a good
IMPACT on the visitor to your site. In fact, IMPACT is so important I am going to
take you on a little detour here and talk some more about the effect, creating the
`right’ IMPACT can have…
In `The Robert Collier Letter Book’, there appears a direct mail letter that
was used to raise funds for a children’s hospital. When the recipient of that
letter opened the envelope he found an honest-to-goodness letter with a dollar bill
attached to the top of the first page. The letter went on to explain very simply
that the writer wanted to donate $1,000.00 to a particular children’s hospital, but
then realized $1,000.00 probably wouldn’t go very far. So what the writer did was
this: He divided his $1,000.00 by 1,000 (equals $1) and sent out 1,000 letters with
a dollar bill to 1,000 different people. What his letter went on to say, was he was
making an investment in human nature, and that he was really hoping that instead of
everyone keeping their dollar bill, they would instead decided to return it, with
one or more dollars of their own.
Did that letter work? Oh boy, did it ever!
It is probably the most effective sales letter ever mailed. It brought home a
90% response… and… created tens of millions of dollars! Why so?
IMPACT!
Imagine receiving that letter yourself. You open up the envelope and to your
surprise you discover a dollar bill attached to the letter. How could you resist
not reading that letter to find out what it was all about? (By the way, I’ve
included the exact letter for you to read, and study, and write out, in the FREE
`KILLER’ BONUS GIFT #2: `Money Making Sales Letters You Can Rip Off And Profit
From!’).
Now back to what all this has got to do with selling more from your web site.
It’s simple: You want your site to create the right IMPACT on the visitor because
it will increase your sales!
Actually, this little detour reminds me of something else that is extremely

important: Robert Collier has been dead for years. The likes of Robert Collier and
Claude Hopkins have been dead for years. Yet I’d be willing to bet that if they
were alive today they would be amongst the most successful Internet marketers on
the planet. The reason? They know how to use direct response marketing techniques…
and… motivate people to take action all by the power of the written word. The point
I am trying to make is this…
If You Really Want To Get Good At Marketing

Online… Some Of The Best People To Study Are The
Direct Response Marketer’s Who Were Dead… Long
Before The Internet Was Ever Even Thought Of!
52
Oh yeah, I nearly forgot, there is a `hidden’ benefit to having a simple
looking site with just text and no fancy graphics on it. In fact, it amazes me how
so many giant corporations who probably sink huge sums of money into their web site
get this so wrong. Have you guessed what that `hidden’ benefit is yet? No? Okay,
here it is:
When somebody types the name of your site into a search engine… or… clicks
through from a link…
They Arrive At Your Site Almost *Instantly*!
Now this is more important than you might imagine. Think: Have you ever
clicked through to a site and waited… and waited… for that site to appear? Have you
ever got so impatient waiting for the site to load that you changed your mind? I
bet you have! And if truth be told, more sales are lost due to people becoming
impatient waiting for a site to load than you can imagine.
One last thing: Do you know when 80% of all purchases on the Internet are
made? Between eight o’clock in the evening, and eight o’clock in the morning. Can
you guess why? The answer is this: People have time on their hands. They are tired.
Possibly bored. And, most important of all, most purchases online are made in the
home and are impulse purchases! It is for these same reasons why T.V. infomercials
run late at night and early in the morning.
There, how about that for an insight into human psychology. But seriously,
don’t dismiss this stuff. In fact, the major reason people screw up marketing
online is not because they don’t understand the technology, it’s because they don’t
understand how people think (or react). And so here is a simple yet profound truth:
Computers do not buy things; people do!
Enough!
But perhaps most important of all, you should go all out and strive to make
your web site sales message be the one thing the reader reads today that makes them
say to themselves: `Geeze, I didn’t know that… I need to get the full story on
this’… or… `Hey, this is what I’ve been looking for all this time’.
Above all, when a visitor looks at your web site he should be drawn into
reading your message like a 15-year-old kid rips into a Playboy magazine.
Advertising legend, Leo Burnett sums it up pretty well…
`Make It Simple. Make It Memorable. Make It Inviting

To Look At. Make It Fun To Read!’
I couldn’t have said it better myself.
Finally, I thought this tidbit of information would be interesting to you:
According to Jakob Nielson, who is acknowledged as a leading authority on Web

usability, people don’t read the same online as they do offline.
Together with John Morkes, Nielson conducted a number of scientific studies

into the reading patterns of people on the Web. How exactly they did this I don’t
know. What I do know is that what they found was that 79% of people only ever skim
web copy.
The Poynter Institute for Media Studies also conducted research into reading
patterns online with èye-tracking equipment’. Their results concluded that…
53
Most People Do Not Read Online… They Scan!
The message is clear: Make your message as easy and as inviting on the eye as
you possibly can.
Was all that useful? I hope so. But you know what? I’ve still got a few
tricks up my sleeve to share with you that will make your sales message so powerful
it’s frightening!
I’m going to tell you how to grease the greed glands of the reader and give
them a mental “itch” they won’t be able to satisfy until they buy your product.
Curious?
You should be because it’s all revealed on the next page in: `How To Give The
Reader A Mental “Itch” They Won’t Be Able To Satisfy Until They Buy What You Are
Selling!’ Check it out right away…
54
`How To Give The Reader A Mental “Itch”

They Won’t Be Able To Satisfy Until They
Buy Whatever You Are Selling!’
What I am referring to here, are what’s known by professional copywriter’s
as…
Bullets!
Bullets are simply statements implying a benefit or advantage the reader will
get when they purchase your product. They are called `bullets’ for the simple
reason that they are often proceeded by what typist often refer to – (for want of a
better description) - as `bullet holes’. Thus:
To give you more of a taster of effective bullets… here’s just a few taken
from the web site for Allen Says, Ebook: `How To Become A Global Internet Tycoon’:
• The secret “Mindset” you must have to acquire the power to make millions
of dollars, on the Internet or anywhere else. This is the one truth you’ll
never hear about from the “gurus”.
• The incredible story that reveals the one true secret to all powerful
marketing. Learn this one truth and never worry about money again.
• A nasty little secret to “cross-link & multiply” your way to wealth. (Only
used by the bravest, or possibly craziest, Internet marketers).
Starting to get the idea?
Don’t worry if you haven’t, we’re not through yet! And by the way `How To
Become A Global Internet Tycoon’ contains some excellent information. I highly
recommend it. Last time I checked, you can get a copy by going to:
www.ExtremeReports.com.
Okay. Before we get into how you can come up with some powerful bullets for
your own sales message, I want you to understand why bullets are an excellent sales
tool.
The answer is this: If you haven’t already noticed, bullets are a very
powerful way of `teasing’ the reader with a glimpse of a benefit or secret they
will get when they order your product. I call it the `teaser torture treatment’.
All this in a clear, concise statement that is not cluttered with a lot of
`filler’ copy.
Bullets take advantage of what I like to refer to as…
55
The Secret Of Pandora’s Box!
What am I talking about here?
I’m talking about curiosity.
Curiosity made Pandora open the box. It is probably the most powerful human
desire you can tap into. Here’s what Claude Hopkins had to say about curiosity: `No
other factor compares with curiosity. Describe a gift, and some will decide that
they want it, more will decide that they don’t. But everybody wants a secret gift.’
And, it’s for this reason why much of the most successful web site sales
messages are made up almost entirely of bullets that pique the reader’s curiosity.
Another very good reason for using bullets is this: It is harder to read from
a computer screen, than from a sheet of paper. In fact, tests show that people, on
average, read 25% slower from a computer screen.
Also, here’s some very instructive information: You can have dozens, and
dozens, of bullets… and… many times a person reading your web site sales message
will order your product just because one bullet appealed to their sense of
curiosity!
That’s why you should not be afraid to saturate your web site with lots, and
lots of `bullets’.
You should also try to make your bullets `tease’ people with curiosity and
grease their `grease glands’.
I like to think of each bullet giving the reader a mental ìtch’ that they
won’t be able to satisfy until they order from you to find out what it is alluding
to. You want to strive to make it almost impossible for the reader to get to sleep
at night until he or she has satisfied that mental ìtch’, (ordered your product)
and got the full scoop to satisfy their curiosity.
Now, writing `teaser bullets’… making them hungry for the full story is not
so easy for the novice sales writer.
So to help you out here as much as I can, I will give you some bullets for
our example sales letter. But first, we want to put in a sentence that introduces
the `bullets’ and makes the reader want to find out more. Here’s how:
###
For tasters, here is just a small, very small, sample of the hard-hitting, tell-it-like-it-is, hard-
nosed secrets you’ll discover when you take possession of the book:
###
Okay. Now we’re ready to unload with some serious sales ammunition. How? With
`bullets’ of course. Bullets that will put the reader into a buying frenzy they
won’t be able quench until they’ve ordered your product.
56
Ready?
Away we go:
###
• `How To Have An Abundance Of Childlike Energy At Any Age – Sadly, So Few Ever Get
To Experience This Amazing Feeling!’ (p.1)
• `The One-Thing That Determines If You Will Live A Long And Healthy Life!’ (p.3)
• `The `Real Key’ To Having A Healthy Body!’ (p.4)
• `How To Accelerate The Elimination Dangerous Toxins And Poisons From Your Body By As
Much As Fifteen Times!’ (p.6)
• `How To Prevent Malignant (Cancerous) Cells In Your Body With A Simple Exercise That
Your Personal Trainer Won’t Tell You About!’ (p.9)
• `What A Baby Child Can Teach You About Maximum Energy And Optimum Health – This Will
Probably Surprise You!’ (p.10)
• À Simple Way To Know If You Are Three-Times More Likely To Get Cancer!’ (p.13)
• Òne Substance That Taken Regularly Can Make Cancer… And… Heart Disease… Totally
Avoidable – And Why If You’re Not Getting Enough Of This Substance You’re Literally
Committing Suicide!’ (p.15)
• `How To Quickly Prevent Loss Of Concentration And Fatigue During The Day!’ (p.15)
• `The `Real Truth’ About Expensive Sports Performance Drinks!’ (p.16)
• `How To Ensure That Your Body Produces Optimum Amounts Of Anti-Aging Hormones!’
(p.17)
• `How To Significantly Reduce Your Chances Of Getting Type II Diabetes!’ (p.20)
• `The Critical Factor That Separates `Good Health’ From Òptimum Health’ – Yes There
Is A Difference!’ (p.25)
• `Why Eating `Good’ Foods Is Not Enough If You Want Optimum Health!’ (p.29)
• `Why The Majority Of People Fail When Trying To Lose Weight – Until They Figure Out
This One They’ll Never Succeed!’ (p.31)
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• `Discover The Complete Nutritional Strategy For Improved Health… And… Increased Energy!’
(p.32)
• `What Each Meal Must Contain If You Want To Be At Your Ideal Body Weight!’ (p.36)
• `Benjamin Franklin’s `Secret’ For Living A Long Healthy Life!’ (p.37)
• `How Eating Anything You Want Can Actually Help You Lose Weight!’ (p.40)
• `How To Increase Your Mental Alertness By 25% - Without Harmful Drugs!’ (p.44)
• `Find Out Which Foods Contain Sleep Promoting Chemicals!’ (p.46)
• `The Best Temperature… And… Humidity To Ensure You Get A Healthy Night’s Sleep!’ (p.48)
• `How To Eliminate Worry And Stress Before Going To Bed – This One Will Have You
Sleeping Like A Baby!’ (p.51)
• `Find Out The Link Between Caffeine And Anti-Aging Hormones!’ (p.51)
• Èxposed: Exercise Industry Myths Pulled Apart At The Seams And The `Real’ Truth
About Exercise Revealed!’ (p.54)
• `The `Real Key’ To Long-Term Fat Loss!’ (p.53)
• `How To Burn More Fat – Even At Rest!’ (p.57)
• Why Vitamins And Minerals From Your Supermarket And Local Health Food Shop Can
Actually Cause You More Harm Than Good – You’ll Never Want To Waste Money On Health
Supplements Again When You Know This!’ (p.61)
• `What The Chinese Have Known For Thousands Of Years About The Restorative Powers
Of Certain Micro-Nutrients!’ (p.62)
• `What You Absolutely MUST-KNOW When Choosing Vitamins And Minerals – Make A
Mistake And Your Body Could Be In Serious Harm!’ (p.64)
• `How To Experience Almost Indescribable Levels Of Energy And Well-Being You Never
Dreamed Possible!’ (p.65)
• `Discover The Single Most Important `Secret’ For Everlasting Youth – It’s Not Even Close To
What You Think It Is!’ (p.66)
• `Discover A Deceptively Simple Way A Few People The World Over Have Dramatically
Improved Their Health!’ (p.70)
• `How To Eliminate Doubt, Fear… And… Worry From Your Life!’ (p.75)
58
• `The Miracle Formula Revealed – How To Harness The True Source Of Health, Energy…
And… Vitality!’ (p.78)
• `Discover An Utterly Brilliant Technique For Getting Done Whatever Needs To Be Done –
People Are Going To Blown Away With Your Dynamic, Go-Get ’em Energy When You Start
Using This One! (p.81)
• `What The Government Doesn’t Want You To Know – And Who Really Controls The
Medical Industry!’ (p.84)
And much… much… more!

###
Phew! Ain’t that some sales firepower?
All you have to do now is close-off the bullets with a sentence or two, just
like this…
###
What you have just read is just a very small sampling of the exciting and life-enhancing
information that could be yours in the next few minutes. I could go on… but… I won’t. Suffice to say:
this information is not a luxury. And although it’s not a `magic pill’ to everlasting youth… it is
absolutely critical MUST-HAVE information… if… you want to add excitement, energy and vitality
to your life and…
Still Play Sports With Your Great Grandchildren

When You’re 87!
###
Is this starting to sink in?
I hope so… but in all honesty the very best thing you can do is to copy out
all the bullets I have given you here in your own handwriting. You already know
why…
To get you thinking in bullets. Also, I recommend that you go back to the web
site for this book (at www.TheOnlineSellingSecret.com) and look at the bullets again. What
you do then is try to connect each bullet on that web site with the information in
this book. This way you will see how aspects of the information in this book has
been taken and turned it into a very powerful statement (bullet) that piques
people’s curiosity. Don’t shortcut this exercise. It’s very valuable training and
very soon you will naturally write bullets for your own web site that few people
will ever be able to resist!
Oh I almost forgot, did you notice that I bolded every other bullet?
Why?
It provides some èye relief’ for the reader. It makes the bullets easier to
read and keeps them engaged in your sales message. I suggest you do the same thing.
59
One final point: Notice also how I have put a page number after each bullet.
I don’t (or can’t – if it’s not a book) always do this… but… it is a way of
referencing the bullet with the page number of the information in the book. The
reason for doing this is to add greater credibility and believability to each
bullet! If you are selling a book and can include a page number after each bullet
it can be very effective.
Okay, moving on. What you are now about to learn is how to overcome the
single biggest obstacle to selling your product. Eliminate this obstacle and your
prospects won’t be able to justify not buying from you!
The next chapter is titled: `How To Get Others To Do Your Selling Legwork For
You – And Boost Your Sales By 50% Or More!’. Go there to find out the full scoop
right now…
60
`How To Get Others To Do Your Selling

Legwork For You – And Boost Your Sales
By 50% Or More!’
I’ve said it before, and I’ll say it again…
The Biggest Challenge You Face Selling Sight-Unseen Is

Getting People To Believe You!
James Webb Young the creative head of J. Walter Thompson for 40 years and one
of the best copywriters in history, summed it up well when he said: “Every type of
advertiser has the same problem: to be believed”.
But here’s the thing: The reader wants to know that what you are offering is
for real. If you’ve appealed to his or her desires they desperately want to believe
in your offer. They want to know that they are not being misled. They want to see
some credibility, validation and proof.
Look: The number one reason people won’t buy from you is they don’t want what
you are selling. Fair enough, we can live with that. The number two reason people
won’t buy from you is they can’t afford it. But, the number three reason people
don’t buy from you is…
They Don’t Believe Your Offer Lives Up To Its

Promises!
Like it or not people are skeptical by nature. Especially in this day an age
when politicians are about as honest as a street hustler… and… major corporations
like Enron are exposed as petty crooks.
With that said, the very best thing you can do to make your offer more
believable is to…
Let Others Do Your Selling Legwork For You!
And you do this by putting testimonials from happy, satisfied customers on

your web site. A sincere testimonial is like stamping your product with a royal
seal of approval.
In fact: I’d go as far as to say only a fool would omit to put testimonials
on their web site. And truly, you can never have too many testimonials.
Let me explain: No matter how good your sales pitch. No matter how great you
say your product is. No matter how persuasive you write. No matter who you are.
Nothing has as much power to convince your prospects as a testimonial from a
satisfied customer.
61
In fact…
What A Satisfied Customer Says About Your Product Is A

1000% More Persuasive Than Anything You Say!
Nothing… absolutely nothing… is more powerful to your sales message as an

independent, unsolicited testimonial from a satisfied customer.
I like to think of a testimonial as somebody else doing your selling legwork.

Somebody else overcoming skepticism and building credibility for you. Can you think
of any reason why you should not use testimonials?
I can’t!
In fact if you fail to put testimonials on your web site it’s like trying to
be only 50% as successful as you could be.
I ask you: Do you wake up in the morning and say to yourself, “Self, today I
am going to strive to be only 50% as successful as I could be?” I don’t think so. I
think you find that question ridiculous… an insult to your intelligence. Yet, many
people selling online (or indeed offline) are setting themselves up to be far less
successful than they could, and should be. All because they fail to back up their
claims with testimonials.
I don’t want this happen to you.
As a side note, have you ever watched those late night infomercials on TV?
Have you ever noticed that every few minutes they cut to a happy, satisfied
customer of the product telling you about the wonderful results they’ve had from
using the product being sold? Do you know why the producers of the infomercial do
this? I think you can guess why: It increases sales!
The infomercial producers should know, because it costs over $100,000 just to
test an infomercial. Scary!
Now let me ask you: If you had to shell out over $100,000 just to test your
web site would you do just about anything and everything to make it as profitable
as you possibly could? I think you would. I think you’d literally…
Bombard The Reader Of Your Web Site With An Avalanche

Of Testimonials… Endorsements… Facts… Quotes From
Experts… Statistics… And… Anything Else That Enhances
The Believability Of Your Sales Message!
All this reminds me of something I’ve heard copywriter Gary Halbert say:
If You’re Going To Fail, Make Sure You Fail With Your

Best Shot!
Another excellent bit of advice from Gary Halbert is this: Ìf you’re going
to fail, make sure you fail as fast as is humanly possible’.
I agree. You don’t want to be screwing around wondering if only I’d done
this… or… if only I’d done that… maybe, just maybe, it would have worked. That kind
of approach is all wrong. Why delay success? It just doesn’t make sense!
Forgive me, for laboring over this point, because I’m sure what I’m telling
you here is fairly obvious. Simple stuff right? Sure it is. But you know, it’s
amazing how many online marketers are thieving themselves (yes, thieving
themselves) just because they fail to include testimonials on their web site.
62
By the way, the best way to ensure that you get plenty of good, sincere
testimonials is to…
Make Your Product The Very Best You Can… And… Astonish
Your Customers!
Listen: A lousy movie doesn’t get raving reviews. A lousy novel will never
make the best-seller list. So I think it’s fairly obvious that your product will
never get raving testimonials if it’s no good.
Now, naturally I don’t have any real testimonials for our example sales
message, so I’m going to make a few up for illustration purposes (WARNING: Don’t
ever do this for your product. It’s illegal).
Okay, here’s how to do it…
###
Of course, I don’t just want you to take my word for it. Hear some real success stories from just
a few of the people who have applied the devastatingly powerful secrets contained in the book: `The
Quantum Secret: What You Must Know Before You Ever Step Foot In Your Doctor’s Surgery! ’
“I purchased your book last month and read it immediately. At the time, I was very sceptical of
the promises you had made. But decided to at least check out the book. I’m sure glad I did. After
applying just one simple technique on page 27, I started sleeping better than I had in years and
my energy levels have gone through the roof. Thank you. Thank you. Thank you.” - Burt
Jenkins, New York.
“I’ve been a health practitioner for over 15 years and read literally hundreds of books on
health, anti-ageing and life longevity. I thought I knew everything there was to know on the
subject. Boy, was I in for a surprise when I got hold of your book. Some of the information is
quite literally 20 years ahead of its time and based on my professional opinion could quite easily
add 20 years to your life. I recommend this book to anyone alive!” – Dr. Nancy Truman,
Chicago.
“I’m really peeved! I’ve been sucked in to parting with my hard earned money by too many
online charlatans to know that you were just another hyped up `snake oil salesman’ taking
advantage of innocent people. And, I don’t mind telling you I thought you were full of bull. But,
my intrigue got the better of me and I got your book (expecting to send it back for a refund).
Now, I wouldn’t let you buy the book back from me for 10 times what it cost. I’ve lost 34 pounds
in 6 weeks and everyone wants to know where I went for the face-lift. I just mention your web
site! ” – Chuck Schwartz, Los Angeles.
###
Well, that’s just three testimonials I’ve made up off the top of my head.
But you don’t have to limit yourself to three. Remember you can never overdo
testimonials.
Okay, moving along… what you do next is you close off the testimonials.
Maybe something like this:
63
###
That’s just a handful of the testimonial letters I’ve pulled out of my filing cabinet. And, I’ve
received hundreds… perhaps even thousands… of similar letters from very excited customers of the
book: `The Quantum Secret: What You Must Know Before You Ever Step Foot In Your Doctor’s
Surgery! ’
But you know… I don’t want you to believe them either. No. I want you to experience the
magical results for yourself… completely at my risk.
Now, before I tell you exactly what you need to do to get your copy of `The Quantum
Secret’, I have some questions for you…
###
Alrighty, this leads us nicely into the deal. This is where you find out:
`How To Make Èm An Offer No Sane Person Can Refuse!’ All the secrets are
revealed in the next chapter…
64
`How To Make Èm An Offer No Sane

Person Can Refuse!’
If you remember, way back in chapter one I told you to start thinking about
your offer. The reason I told you that is because…
Writing Ability Is Secondary To Coming Up With An

Irresistible Offer!
You see, if you can come up with a kick-ass offer that no sane person can
resist you can almost write your own ticket.
Drayton Bird, direct marketing expert and author of, `How To Write Sales
Letters That Sell’ and `Common Sense Direct Marketing’ has this to say about
offers: `The importance of the offer is difficult to overestimate. I would go so
far as to say – indeed I have said in public – that if you were to set aside a
little time each day to think up new offers, you would become obscenely rich faster
than you might believe possible.’
Strong words. Maybe there’s something in that statement. Maybe we should `set
aside a little time’ and start giving some serious thought to making èm an offer
they can’t refuse (sounds like Mafia talk doesn't it?).
But, you know, in all seriousness… this leads us to a very salient point:
Read this next statement carefully and burn it into your mind:
The Greatest Sales Message In The World Will Not Sell

Anything If The Offer Is No Good!
So, let me see if I can’t kick-start your creative juices and get your grey
cells firing and dancing with ideas with a fascinating story about the power of an
irresistible offer. Let’s call the story:
`How To Supercharge Your Online Profits With The

“Human Magnetizing Secret” From The Las Vegas Man Who
Beat A Computer At Poker For A $500,000 Bet!’
The story is about a man who is one of the shrewdest and savviest marketer’s
ever to walk the planet. He’s continually puzzled and outwitted the powers-that-be
in Las Vegas. He took a run down old slots machine parlor… and… in just a few
years, turned it into a 530 room, double tower hotel and casino – which, visited by
the rich and famous, and runs at almost 100% capacity all year round.
But he hasn’t stopped there!
He’s added a 1,000 seating showroom and has built the 1,012 foot high
`Stratosphere Tower’, which is the tallest building in the United States.
Ever the showman, he beat a computer at poker, for a $50,000.00 bet in front
of 25 million people.
Who is this man?

65
What is his secret?
Bob Stupak’s his name… and the secret behind his phenomenal success is this…
An Irresistible Offer No Sane Person Can Refuse!
In hundreds and thousands of direct mail sales letters sent out each year Bob
makes people an irresistible offer that goes like this…
`For $198 a person, or $396 per couple, I’ll put you up in a luxurious
minisuite in an exciting Las Vegas hotel, right on the famous strip… give you
tickets to a show with name entertainers… put a chilled bottle of champagne in your
room… let you drink as much as whatever you want whether you’re at the gambling
tables, playing the slots, or in one of the lounges… hand you $1,000 of my own
money to gamble with… let you keep all your winnings… and, as a bonus, guarantee
you’ll at least win either a color TV, a VCR, or a faux-diamond ring. Obviously I’m
not going to give this incredible deal to everybody in the whole world. There can
only be X (a small number) of these vacation packages available, first come, first
served, and the race is on.’
Is that what you call an ìrresistible offer’, or what?
Do you think it’ll have people fighting over each other to take him up on his
deal?
You betcha it does! In fact, Bob Stupak’s biggest marketing challenge is

making people believe his offer is for real.
How does he get away with it and still make tons of profit?
Well, he runs ahead of capacity bookings – that’s to say, so many people

respond to his irresistible offer paying up-front money and then wait until an
available vacancy arises. This can be months, even years after he’s received their
payment. Just think of all that up-front money – he has hundreds and thousands of
dollars on credit.
It’s what’s called an irresistible offer and it’s simply brilliant and
magical!
Now you probably won’t be able to match Bob Stupak’s kind of offer. But I
challenge you to start thinking about the best offer you can possibly make. And, if
you can come up with an ìrresistible offer’ – even half as good as Bob Stupak’s
you’re really onto a winner. People won’t be able to resist doing business with
you. Your irresistible offer will attract customers to your business like a magnet
attracts iron filings.
Listen: I’ve probably said this but before, but what the hell, it’s too
important to gloss over. So here goes: In most cases you will only ever have one
chance to sell your product. That’s why you should ALWAYS make your very best offer
from the start! That way if you do fail… you fail as fast as is humanly possible.
You don’t want to make a so-so offer and be left wondering, `Well maybe if I make a
better offer I can sell more of my stuff… or… maybe they’re just not that hungry
for my product’. Or maybe… maybe… maybe. Screw it. There’s way too many maybes
there for my liking. Slam-dunk it or forget it. That’s my motto.
Okay, like I said, you’re probably not going to get anywhere near Bob
Stupak’s offer with whatever you are selling… but… there are elements that you can
include in your sales message that make your offer even more irresistible.
66
It’s what copywriter Gary Halbert calls…
Sweetening The Deal!
Before I tell you what those elements are, I want to give you a concrete
example of `sweetening the deal’. I want you to play along with me here and imagine
you were on the look out for buying a new Chevrolet. Now, given the choice, which
of the two following offers would grab your attention and melt away your fear of
making a wrong buying decision?
Offer #1: `Here’s the deal: I’ll sell you my 3-year-old blue Chevrolet for
only $7,000.00. You can pay by check, hard-cash or money order upon taking
delivery!’
Offer #2: `Here’s the deal: I’ll sell you my 3-year-old blue Chevrolet for
only $7,000.00 and I’ll even let you test drive it for a full week before you
decide if you want to buy it. And, if after that week you decide to buy it I’ll
allow you to post-date you check for a full 30 days. And, I’ll even throw in a
years worth of FREE valeting with a local “professional” car Valetta!’
Is it a stupid question to ask you which offer is the most appealing offer? I
think it is! I think you’d have to be `clinically insane’ not to go with offer #2.
That’s the power of an irresistible offer!
Let’s mush on…
I promised to tell you about the proven elements that help to `sweeten the
deal’. Well, true to my promise, here they are:
#1: Hiking-up the perceived value of your product.
#2: Using the `pile-on-technique’.
#3: Including a `money-back’ guarantee.
I’ll tackle them in that order:
Hiking-Up The Perceived Value Of Your Product!
Here’s an important point about perceived value: When dealing with the issue
of price, you don’t have to compare apples with apples. What I mean is this: Let’s
say you are selling an book titled: `How To Make A Killing This Year In Real
Estate!’ One way to deal with the price issue is to compare it to the cost of
attending a seminar on the same subject. Maybe something like this…
Does $49.97 sound like a lot of money for this information? Maybe, but you
might be interested to know that people have paid $4,750 to attend a 2 day seminar
to get their hands on the same information you’re getting for just $49.97. Do you
know why they are willing… even eager… to pay that much? Simple: Everyone of them
has made back at least $50,000 in just 6 months using the exact same information
you’ll be getting, digitally delivered to you in the next few minutes.
Are you starting to see what a steal this book is? You get the exact same
money-making secrets without paying the high ticket price or giving up 2 days of
your life.
67
I’ve just made all that up off the top of my head, and could probably make a
much better effort at it. Nonetheless, I’m sure you can see how you can creatively
increase the perceived value of your offer.
One caveat on price: If the price is wrong, no amount of salesmanship can

save you. Stated another way: Your offer must have a perceived value that is higher
than the amount of money you are asking for it. I mean, it’s kind of hard to sell a
ten-dollar bill for $20.
Yet, suprisingly a higher price can sometimes pull more orders than a lower
price. It can defy logic. It all depends on what I like to call the positioning of
your product. A higher price can convey superior, more exclusive quality. Assuming
you’ve educated your reader to this effect.
In short: Give people honest, unique and valuable information with substance…
and… don’t de-value your product. Copywriter John Carlton has this to say about
value and price (yes, there is a difference):
`Look – the real favor you do for people is to provide the service you
provide, or the product you create. The price you charge is the price of the ticket
to your world, where you are in charge, and where you make the magic happen. You do
no one a favor by cheapening its value. You want it, you take it… and you pay the
price.’
Remember… in most cases… people will pay what it costs to get what they want
– your job is to make them want it more!
Oh, by the way, always include the number `7’ in your price i.e. $97.00 … or
… $49.97. Tests prove that including the digit `7’ preferably as the last digit –
increases response. It’s true… and do you know what the most effective magazine
subscription was? It was Life Magazine. Many years ago Life Magazine came up with
the most effective magazine offer – and its price was $7.77. Hmm, me thinks there’s
something special about the number 7!
Prices ending with 7 as the last digit have proven to pull the most
responses. Again, if you decide to test another price, you do so knowing you’re
deviating from what has already been proven!
Okay, next we have…
Using The `Pile-On –Technique!
This really is just another way of hiking up the perceived vale of your
product.
Also, the `pile-on technique’ is a great way to overcome people’s natural

resistance to being sold… and… motivating them to buy right away.
In simple English here’s how it works: You lead the reader to the point of
frothing at the mouth for your product… and… just as the reader expects you to hit
them for the big bucks you switch gear.
Instead of telling the reader the price as they are expecting you to, you
surprise them by offering even more compelling reasons why they should order your
product.
This is where the `pile-on-technique’ comes in. And it’s a bit like baiting
your hook. As Robert Collier said, `When you want to land a fish, you bait your
hook with something the fish likes. When you want to land orders, the same
principle applies.’
68
And, the more you can give the reader what he / she wants, the more orders
you will get.
The very best way to do this is to include a FREE BONUS and preferably many
free bonuses if they order your product. Including free bonuses is the most
powerful way to increase your sales. Naturally, the free bonuses should relate and
tie-in with your main product. For example, if you’re selling an Ebook titled: `How
To Land The Job You Really Want… Even If You’ve Flunked Every Interview You’ve Ever
Attended!’ then a good free bonus could be a report titled: `37 Sneaky But Totally
Ethical Ways To Get Potential Employer’s To Call You!’ See how they tie-in
together?
The reason FREE BONUSES are so effective is because everybody wants something
for FREE. See how the word FREE grabs your eyes? Everyone is drawn to that word.
And, except for a persons name it’s the most powerful word in the English language.
The only exception to free bonuses – (also called `premiums’ by marketers) –

bumping up sales is this…
If You Can’t Sell Something On Its Own Merit You Can’t

Give It Away!
It’s true.
If you’re familiar with the old Ginsu knife infomercials… you will remember
how they’d use the `pile-on-technique’ to get you to order. Can you remember, it
went something like this…
`But wait, that’s not all! If you order immediately… you’ll not only receive
the entire 36-piece set of Ginsu knives, I’ll also send you a second set absolutely
free. And, you still get the free steak knife, the free cutting board… and… etc.,
etc., etc.’
Anyhow, the reason they did this… and the reason just about every infomercial
uses the pile-on-techniques is this: It works!
Whatever your product is, you should always include free bonuses to increase
the perceived value of your offer and increase your sales. Just use your
imagination and I’m sure you can think of quite a number of ways to use high-
perceived value premiums.
By the way, marketing wizard, Jay Abraham is the master at using the `pile-
on-technique’ to get people to buy. If you buy any of his stuff (which I highly
recommend) you’ll be on the receiving end of a first-class education in how to use
the `pile-on-technique’. He’ll sell a $5,000 seminar and `pile-on’ over $10,000
worth of premiums if you sign up for the seminar. If you’ve never run across Jay
Abraham before, you can find out more about him and his ideas by visiting his web
site at: www.abraham.com.
Anyhow, I suggest you use the `pile-on-technique’ to boost your sales. And
you do that by getting the reader thinking: `Wow! I get all that valuable stuff for
FREE? Damn, I’d have to be a moron not to get in on that offer!’
Look: You shouldn’t just aim to satisfy your customers. You should aim to
astonish them! And the easiest way to astonish the customer is to deliver more than
they pay for.
69
Another thing: Always quantify the value of each free bonus, both in real
terms and perceived value. For example, you may offer a free bonus report that has
a real price of $49.97… but… in the right hands could make somebody $10,000. Make
damn sure you educate the reader about what you’re doing for them. Don’t give away
$1,000 worth of free stuff without making sure the reader knows exactly what you’ve
just done for them!
Alrighty, next, we come to…
The `Money-Back’ Guarantee!
Essentially, what a `money-back’ guarantee means is you take all, or the

majority, of risk out of the buying process.
Claude Hopkins said, Àsk a person to take a chance on you, and you have a
fight. Offer to take a chance on him, and the way is easy.’
And, contrary to what you may be thinking, assuming the lion’s share of the
risk is not a bad thing for you to do. In fact, it’s a good thing – especially if
you’ve already got a proven sales offer.
That’s why, with very few exceptions, you should always include an
unconditional, money back guarantee.
But don’t worry. As long as you deliver on the promises in your sales
message, and provide a quality product, you will not be asked for too many refunds.
About 5% is a good benchmark. That’s life. 5% of people are never satisfied. Don’t
concern yourself too much about the 5% - they’re probably just tire-kickers and
never intended to keep your product anyway.
And, in case there’s any doubt left in your mind about getting asked for
refunds… here’s some excellent advice from copywriter John Carlton: `Never, ever,
ever gauge your advertising by the complaints you get. Rather, gauge it by the
money it brings in.’
Excellent advice!
By the way, do you know when most people decide to get a refund? It’s the
moment they decide to order your product. It’s true. Most people that ask for a
refund never intended to keep your product anyway.
Here’s another important point: Make sure the reader of your sales message
knows the guarantee period starts the day they receive the product. (Note: This is
less important with digitally delivered products because they are almost always
received the same day they are purchased).
Anyhow, in a nutshell – always include a money-back guarantee. Because,

according to a Roper Survey, 60% of people believe ads that promise a money-back
guarantee.
That’s about as much as I have to say on those three elements. So, I guess
I’d better stop telling you what to do… and… start showing you.
Would that be helpful?
I think it would… but… don’t be too impatient. I’m not quite through with
what I want to tell you yet. I just want to give you a quick run-down of some other
things to keep in mind when you come to create your own offer.
Here goes:
70
First off: What I want you to remember is this: People do not change. Human
nature does not change. What people wanted 100 years ago is still basically the
same as what people want today. However, I do believe that as times change people
become more `specific’ about what they want. And given that we are now living in a
remote control, microwave, plug-and-play society - (at least in the Western World),
people are more impatient than ever and what just about everyone craves is…
A Quick, Easy… And… Painless Solution To A Pressing

Problem In Their Life!
This is where even some major companies really screw up.
Get this: Double-Day Books inform you in their catalogues that you should
expect to wait 4-6 weeks for delivery of your order. Guess how many complaint
letters Double-Day Books get in a day. Answer: 10,000. Yes, an incredible 10,000
complaints a day. And do you know why you have to wait 4-6 weeks? I’ll tell you.
It’s because they haven’t bothered to set up a system that gets your order out to
you faster.
Remember you’re not so much selling a product as you are selling a solution!
Let me ask you? If right now… as you’re reading this… you had excruciating tooth
ache, what would you really want? Would you want a book that has 357 pages telling
you how to stop your tooth ache… or… would you want to have instant relief? I think
the answer is pretty obvious… what you really want is not the information, but the
benefit of the solution. In other words…
Sell The Solution… Not The Product!
Also, keep your offer simple. Don’t confuse the reader. Don’t take 3 pages to
say what can be said in a single paragraph. Or as I read in a Mario Puzo book,
Fools Die: `Don’t take 20 pages to let out a fart!’ I like it!
And don’t lie. You should NEVER lie. You don’t need to. The truth will always
be your most effective selling point.
Here’s another very important point. It’s this:
You’ve Got To Create A Sense Of Urgency… If… You Want

To Close The Sale!
You’ve got to go right for the jugular.
This is revealing:
If `X’ number of people order your product this very instant. And then, for
whatever reason, there is just a few minutes interruption, you will get `X’ amount
of orders, less a percentage of people. What this translates to in easy-to-
understand English is this…
Delay Is The Death Of The Sale!
In short: Don’t mess around. Don’t make excuses. Know exactly what you want
the reader to do and tell them exactly how to do it.
Like I said, you’ve got to be direct and to the point. But, you’ve also got
to handle it smoothly. Here’s what I mean: People don’t like being sold… but… in
most cases they like to buy. It’s a subtle difference… but… a very important one.
71
Also, when asking for the sale you must overcome people’s natural inertia.
People are lazy. It’s always easier to do nothing than to do something… no matter
how small.
And, the way to do that is to always give the reader…
The Reason Why!
I’ll tell ya why…
In Robert Caldini’s (Ph.D) excellent book, `Persuasion: The Psychology Of

Persuasion’, he cites an experiment conducted by Harvard social psychologist, Ellen
Langar.
The experiment involved people waiting in line to use a library photocopying

machine.
Here’s what happened…
The experimental subjects were given specific questions to ask those already
waiting in line if they could jump the queue.
The first experimental subject asked this question: Èxcuse me, I have 5
pages. May I use the Xerox machine because I’m in a rush?’ This question proved to
be effective for jumping the queue 94% of the time.
The second experimental subject asked this question: Èxcuse me, I have 5
pages. May I use the Xerox machine?’ This question proved to be effective for
jumping the queue 60% of the time.
The third experimental subject asked this question: Èxcuse me, I have 5
pages. May I use the Xerox machine because I have to make some copies?’ This
question proved to be effective for jumping the queue 93% of the time.
Wow! What an insightful experiment. Take a look at the results again. Notice
that the second experimental subject was only successful 60% of the time. Notice
also that the second experimental subject did not give a reason why.
Yet with the first and third experimental subjects there is only a 1%
difference in their `queue jumping’ success. Notice here also that both gave a
reason why. Even more interestingly, notice that although subject three did give a
reason why, it’s not exactly a strong reason. Nevertheless, this experiment proves
that a reason why – no matter how weak – does dramatically improve response!
By the way, here’s an interesting quote from Maxwell Sackheim’s book,

`Billion Dollar Marketing’: `Whenever you make a claim or special offer in your
advertising, come up with the honest reason-why, and then state it sincerely.
You’ll sell more products this way.’
What this means to you is that in your close you must always give a reason
why the reader should act immediately.
Finally, try as much as you can to include some `magic’ in your offer. If you
are selling downloadable information products, the very best way to do this, if you
can, is by offering the re-sale rights to your product through an affiliate
program. That way, even if someone orders your product and never even bothers to do
anything with it themselves, they can still make money with it by re-selling it for
a percentage of the profit.
72
Has all that been useful?
I sincerely hope so. But, let’s see how we can put it together in our example
sales message. How about like this…
###
How much do you think this information is worth to you?
How much would you pay if you knew of a safe and effective way to increase and improve the
quality of your life?
A difficult question of course… because… in all truthfulness it is impossible to put a price on

such information.
In all seriousness, no amount of money is too much for…
Information That Can Literally Save Your Life…

And… Give You Back Your Youth!’
But before I tell you how much I’ve decided to charge for `The Quantum Secret’, I want to tell
you about all the other exciting FREE BONUSES that you are about to take possession of:
• FREE BONUS REPORT #1: `7 Ways Your Life Would Be Infinitely Better If…’ – This report
is a real dame. MUST HAVE reading material if you have even a modicum of desire to live a
happier, stress-free lifestyle. (Normal Selling Price: $39.97)
• FREE BONUS REPORT #2: `How To Naturally Give Your Body The Super Hard, `Ripped’
Look Commonly Associated With Illegal Anabolic Steroids!’ – Top body builder’s have recently
been forced to find 100% natural ways to stimulate their bodies to grow. With a major clamp down
by the body building regulatory authorities it is now almost impossible for a competing body builder
to `cheat’ his way to success. Get this report and find out arguably the greatest advancement in
nutritional development since the beginning of mankind. But be warned: If you are brave enough to
put what you discover into action and you are going to be accused of being a steroid junkie!
(Normal Selling Price: $69.97).
• FREE BONUS REPORT #3: Ànti-Aging Secrets Of The 103 Year Old Sicilian 100 Meter
Sprinter!’ – It’s 100% true! On the remote island of Sicily there lives a man who defies belief. He
almost defies God himself. Every morning he cranks up his super-human body an sprints the 100m
faster than most people half his age… and now, for the first time he comes clean on his anti-aging
secrets that everyone can benefit from – and there’s not any ìllegal’ substances involved! (Normal
Selling Price: $29.97).
• FREE BONUS REPORT #4: `How To Get SAFE Prescription Medicines At Dirt-Cheap
Prices!’ – This report will both fascinate and anger you. Learn how some Doctor’s, Politicians and
73
the Rich and Famous are exploiting a `loophole’ in the law to get totally safe prescription medicines
at less than half what you have to pay. Once you know the secrets contained in this report you have
access to the same ìnsider’ knowledge as the rich and powerful and legally get your prescriptions
from the same sources. Please note that this is HIGHLY CONFIDENTIAL information, NOT to be
shared with any other person! (Normal Selling Price: $69.97)
Just those FREE BONUSES REPORTS alone are worth $209.88!
Don’t worry. I’m not going to charge you anywhere near that much. But don’t get me wrong
it’s worth at least $209.88 and more… because it will literally give you back your youth.
However, you may be very interested to know that an experienced marketing friend of mine
recommended that I sell this information for no less than $97.00.
Well, I have taken his expert advice… and… decided to ignore it for the time being.
That’s right, I am not going to charge you that much for this information. Why? Simply this: I
just wouldn’t feel right about charging that amount for information that can literally give you back your
youth. If I was selling it offline then I probably would charge $97.00 for it… but… with the reduced
overheads of selling online I can get away with substantially cutting my price. And, in all honesty, I
sincerely want as many people as possible to benefit from the information contained in the book (and
ALL the FREE BONUS REPORTS). That’s why I’m prepared to let you have the information for a
much lower price.
I’ve wrestled with myself quite a bit about how much I should charge for the book (and ALL the
FREE BONUS REPORTS)… and… after a lot of deliberating have decided on just $39.97.
100% FULLY BACKED BY A 60 DAY `MONEY-BACK’ GUARANTEE

That is I feel quite literally a steal for information you will NEVER find anywhere else.
Information that can quite literally give you back your life. But, I must warn you: I cannot guarantee that
I will not up the price to $97.00 at any time if my friend, the marketing expert convinces me that is what
I should do.
So don’t hesitate a moment. Let nothing… ABSOLUTELY NOTHING… interfere with you
taking immediate action and clicking below to find out…
`The Quantum Secret: What You Must Know

Before You Ever Step Foot In Your Doctor’s
Surgery!’
Sincerely,
Dr. William Young

President of Quantum Health Plc.
###
74
Notice how I constructed the close to build up the perceived value of my

offer and then make it appear that the reader is getting all that valuable
information at a steal at just $39.97.
Listen: Everybody likes a bargain… (notice I didn’t say cheap stuff)… and if
you can demonstrate in some believable way that you are going out of your way to
get them a bargain then you are going a long way to winning over a hostile
audience.
I suggest you study that close further and look out for the hidden psychology
behind it. It will be a very useful… and revealing… exercise!
One final point: Notice also how I have closed off with `Sincerely’ and from
whom the message is from.
Now we are reaching the end of our journey together. And, what I have
imparted to you so far is pure gold in the right hands. It will allow you to
dramatically increase your sales and profits in a very short period of time. But,
what if the reader of your sales message is still not quite committed to buying
your product? Well, I’ve still got some tricks up my sleeve that I will share with
you. And on the next page is a real àce of diamonds’. It’s titled: `How To Clinch
The Sale From The Jaws Of Rejection… And… Increase Your Sales By Up To 30%!’. Check
it out… it’s a real doozy…
75
`How To Clinch The Sale From The Jaws Of

Rejection… And… Increase Your Sales By
Up To 30%!’
What we are going to talk about here is…
The post-script; or, P.S.
And, although it is the last part of our sales message, we definitely don’t
want to screw it up. The reason being:
A P.S. At The End Of Your Sales Message Can Increase

Sales By Up To 30%!
Shocking isn’t it?
But consider: One of Europe’s most successful direct marketers, Christian

Godefroy, never included a P.S in any of his sales letters for the first five years
he was in business. When he added a P.S. his sales shot up 30%!
Some copywriter’s even claim that a powerful P.S. can boost response all the
way up to 100%! I think that’s something of an exaggeration. Nonetheless, failing
to include a P.S is like leaving money on the table. It just doesn’t make sense not
to include a P.S.… or more than one P.S.
And it might surprise you to know that after the headline it is the P.S. that
most readers will skip to when scanning your web site. Yes, that’s right. Most
people will not even read your sales message from start to finish. They glance at
the headline… skim the body copy… and scroll down to the P.S. to find out what
you’re selling and how much you’re asking them to shell out.
That is why…
The P.S. Is The Second Most Read Element Of Your Sales

Message!
Whoa! I can almost hear you saying:
“Aw schucks! And all that effort I’ve put into writing the damn thing –
surely those philistines would have at least have the decency to read it!”
Get real. But, hey, at least you know the way it is!
And, knowing that the P.S.(s) is the second most read part of your sales
message you also know that it is absolutely essential to put power and passion into
each P.S. Just doing this will put you well ahead of your competitors!
Now, there are no hard and fast rules when using a P.S., but generally, I
like to include a specific combination of three P.S.’s:
76
The first to motivate the reader to take immediate action.
The second to re-emphasis the guarantee.
And, the third to introduce another hidden benefit.
When used in this combination they can be very powerful sales weapons. Let me
explain in more detail:
P.S. #1: This is the most important P.S. because remember the whole purpose
of your sales message is to persuade the reader to take immediate action.
P.S #2: When used properly this is a very effective P.S. The first P.S. is
like the last call to action… and… the second P.S. follows up by taking away any
risk. The reader should be made to feel… in no uncertain terms… that they have
nothing to lose if they at least give your product a try.
P.S. #3: At this point in your sales message you should have hit the reader
with every benefit and reason to buy your product. Nothing should be held back.
No matter, there will always be a few fence-sitters. And the purpose of the
third and last P.S. is to give those fence-sitters a little nudge in the right
direction. And a great way to do that is by offering a final `hidden’ benefit for
ordering your product now.
A favorite way of doing this is to include an extra Free Bonus Report. You
can give the Free Report a title… but… don’t go into too much description about its
contents. You want to give just enough away to get them so curious that they buy
your product just to get the extra Free Report. Done right this can be very
powerful. Another, way is to let the reader know that they can re-sell your product
and make a nice profit for themselves.
Okay, let’s see if I can’t show you to put this powerful combination of
P.S.’s together…
###
P.S. You are just a one click… and a few minutes away… from knowing how to take control of the
aging process and have more energy than you ever believed was possible! Click here
IMMEDIATELY and you will take possession of the nearest thing that exists to everlasting youth!
P.P.S You may be very skeptical about all that you have just read. That is totally understandable. But
remember: You are fully backed by a 60 DAY MONEY-BACK GUARANTEE - you risk absolutely
nothing by checking it out. Do it now… it will be the best investment you will ever make for yourself
and your family!
P.P.P.S By the way, you also get immediate and full resale rights to the book: `The Quantum Secret’
when you order. Yet get the most potent life-changing information you’ll ever likely to lay your
hands on… plus… a license to make money with the product. Just plug in your name and address,
upload it to your web site and start making sales right away. It’s that simple… and… you keep the
money!
###
Hot damn! How do you like that `killer’ combination?
Right, what I want to do now is reveal…

77
À Little-Talked About Secret That

Transforms An Ordinary Sales Message Into
A “Killer” Sales Message!’
The title of this chapter is, À Little-Talked About Secret That Transforms
An Ordinary Sales Message Into A “Killer” Sales Message!’.
There is a simple reason for this: I’m going give you the secret that
separates a so-so sales message from a sales message that takes ìron-grip’ control
over the reader… and… leads them all the way to getting out their wallet and
handing you over their credit card details!
I’ll tell you exactly what that `killer’ secret is in just a moment.
But first, I’ve got something even more important to tell you. By the way,
this is where I get to kick some serious ass!
Okay, here goes…
First off: I really hope you’ve learned a great deal from all the information
I’ve given you. But, let’s face it… you probably haven’t done anything I’ve told
you to do so far. You’ve just read through and got it on an ìntellectual’ level.
Fair enough.
But here’s the thing: You’ve got to act on it!
So I’ve decided to devote this final chapter to giving you a gentle kick-up
the butt to get you past thinking about doing something to rolling-up your sleeves
and putting what you’ve learnt into action (hey, who doesn’t need a kick-up the
butt from time-to-time?).
So my friend, here’s my serious advice: Don’t worry about getting it wrong.

You can’t get it wrong. You can only get it not as right as it could be. To my
mind, every action is a success. And, if you find you don’t know what to do – do
something… you’ll soon find out what to do next. Why not follow the advice of Bill
Gates:
`Think it! Do it! Fix it!’
Just get into ACTION! Just get going. Follow the process. Get your thoughts
and ideas down in writing. Just write. Let it go. Let it flow. You don’t have to
get it right. You’ve just got to get it down on paper. Forget grammar. Forget being
correct. Forget spelling mistakes. Just get it out of your head and all down on
paper!
I really do recommend you write on paper first… unless you are an

exceptionally fast typist. The reason I say this is because you don’t want to have
to think too much about what you are writing. That’s for later. Initially you want
to do what I like to call…
Thoughtless Writing!
78
What I mean by this is that, you don’t want to consciously have to think too
much about what you are writing.
This is one of the reasons why I had you do all that preparation work (you
have done it haven’t you?). You see when you have consciously examined your product
from a buyer’s point of view and written out all the benefits and features of your
product you free up your mind to concentrate fully on the delivery of your message.
If you don’t do the preparation work as I have told you, then when it comes
to writing your sales message you will have a cluttered mind with a 1001 thoughts
about what you could, should or want to say… and you’ll end up stumbling over
yourself.
Listen: You cannot write compellingly and persuasively about something you
are unfamiliar with… or… do not understand. You know this to be true. Try giving a
convincing, compelling speech on something you know nothing about. You can’t.
Can you see my reasoning behind this process?
Even if you can’t right now, trust me. All will become clear when you
discover for yourself how much easier it is to do exactly as I have said.
There… that wasn’t too painful was it?
And just to prove that I’m am truly one prince of a guy… I’ve got some good
news for you: When you’ve unloaded your mind onto paper I want you to…
Go Off & Enjoy Yourself!
Go play golf. Take a walk. Read a book. See a movie. Go to the gym. Hang out
with friends. Go do anything… but write. This is important. You’ve got to let your
ideas `cook’ in your mind.
Then when you have found pleasure elsewhere you are ready to learn the
little-talked about secret that transforms an ordinary sales message into a
`killer’ sales message. This may be the hardest and yet for many the most fun part
of the process. Namely:
Cutting Out The Crap!
Also known in the literary world as: Editing.
Okay, pay very close attention here: What you are about to read is probably
the most important advice anyone could ever give you on writing a `killer’ sales
message.
It comes from world-class copywriter John Carlton - (during an interview with

another world-class copywriter Scott Haines) – giving advice about how he started
out as a freelancer. I’ll let John Carlton take it away…
“I couldn’t go back to the corporate world. I had burned a lot of bridges. I

was kind of on my own and it was kind of like Cortez invading Mexico, you know, he
took all the soldiers up on the beach, had them turn around and they saw that
Cortez had torched all the ships and they were sinking. He said, `Now, we’ve got
two choices. Die here or conquer the continent’, and that was kind of the way I
was, you know, sent into the freelance world. I call it `gun to the head’
copywriting. I knew that I had to make these pieces work at the first jobs that I
had and what I subsequently realized was that’s the best mindset you can have. I
79
look over every sentence, every word, every tactic I use and I think, if I had a
gun to my head, would I use that? Would I send this letter out like that? You know,
and it’s kind of, it has to pass the `gun to the head’ test. It’s a kind of hard
mindset to get into but what you really understand then is, all of the B.S. just
kind of falls away and you’re left with the stark reality of the sales process,
which is the best kind of sales pitch you can have. It’s just a, I call it just me
and you talking and the way you want your letters to read is that you have the
feeling it’s me and you sitting there and having a beer and I’m telling you a story
and it’s a story that’s riveted right to your emotional sweet spot and I’ve got
something exciting that you really want and here it is. Here’s the story.”
What I want you to do right now is backup and read that last paragraph
through at least three times. Why?
Because…
That is the secret that separates an ordinary sales message from a

compelling, powerful and persuasive sales message that literally forces people to
give you their money. It’s a matter of attitude. An attitude that is summed up by
John Carlton as…
`Gun To The Head’ Copywriting!
Now, the goal is to end up with just enough words to tell your full sales
story. No fluff. No filler. No chaff. Just the wheat. You want to end up with a
stripped-to-the-bone, hard-hitting sales message that goes right for the jugular.
But don’t leave anything important out. Don’t make it shorter than it needs
to be. Tell your full sales story… nothing more… nothing less. Here’s some good
advice from the late advertising legend, David Ogilvy: `Compromise has no place in
advertising. Whatever you do, go the whole hog.’
Excellent advice to abide by. Remember: Never assume the reader knows
anything about your product and what it can do for them!
At this point it’s probably a good idea for me to clear up a few myths about
great writing:
Contrary to conventional wisdom, great writing is not about the words you
use. It’s about the words you leave out. Isabel Patterson, author of `God Of The
Machine’ puts it well: `The process of writing, is the process of eliminating
unnecessary words.’
That, to my mind, is a brilliant quote!
Anyone can waffle. Most do. The real art is eliminating the unnecessary.
Interestingly, I was watching the singer Lionel Richie being interviewed on

TV and he said something that really got my attention, he said: Ànyone can write a
difficult song. But can you write a simple song? Most people can’t!’
My question to you is: `Can you write a simple sales message?’
Like most things that are new to you… this may take a little practice. But
soon it will become second nature. And remember… the proven sales letters I have
given you in FREE `KILLER’ BONUS REPORT #2: `Money Making Sales Letters You Can Rip
Off And Profit From!’. Be sure to copy those out in your own handwriting because it
will give you a much greater appreciation of how simple and compact the message is.
Every word is there for a purpose!
80
Oh yeah, here’s another neat little trick that will improve the `readability’
of your writing…
Read It Out Loud!
If you read your writing out loud you will instantly detect where you need to
improve it, or `tighten’ it up. How so? Well, if you stumble over your words, it
will be because it is not smooth, or it does not flow quite right. And, don’t just
do this process once. Repeat it, making corrections as necessary, until even a 7-
year-old kid could read it, without getting confused!
All the above can be summed up with this maxim I just thought up…
Write With Fury… Edit With Caution!
By the way, you might be interested to know that 90% of people have a
`reading age’ of 12 years old or less. Scary, but true!
Also, I recently learnt of a neat little tool that can really help you out if
you’re tapping out your letters on Microsoft Word. Here’s how:
Click on the `Tools’ button at the top of the screen. Click on the Òptions’
button on the menu that drops down. Click on the `Spelling and Grammar’ button.
Click on the `check box’ at the bottom that says, `Show Readability Statistics’.
Then when you do a spell check on your copy, you’ll get a box that looks a bit like
this…
Readability Statistics:
Counts
Words: 1037
Characters: 4909
Paragraphs: 38
Sentences: 96
Averages
Sentences per Paragraph: 3.0

Words per Sentence: 10.3
Characters per Word: 4.3
Readability
Passive Sentences: 2%
Flesch Reading Ease: 74.6
Flesch-Kincaid Grade Level: 5.4
What do all these numbers mean? To tell the truth… I haven’t a clue. What I
do know is: You should be striving for a `Flesch-Reading Ease’ of 70 or higher, and
a `Flesch-Kincaid Grade Level’ of 6 or lower.
Flesch comes from Rudolf Flesch, who was the author of, (amongst other
books), `The Art Of Plain Talk’. What Rudolph Flesch said was the average sentence
should be 14 words and 5 letters per word. He gives the example of Ernest
Hemmingway, who on average wrote 14 words a sentence and 5 letters to each word.
81
Another important point to remember is to give your sales message an

editorial feel. You must first give the reader compelling content that expertly
weaves into a hidden selling message.
Interestingly: In a split-run test conducted by the Readers Digest, an

editorial style ad boosted response by 80% over the standard response layout.
Even more interesting: Copywriter Gary Halbert says that making your ad look
like an editorial can boost response by up to 2,200%!
Okay enough talking! Why not see what our example web site sales message
shapes up when it’s all strung together?
If I just do a bit of copy and paste… and… SHAZAAM…
###
“Mysterious N.A.S.A Scientist Discovers Disturbing

Dear Reader,
was possible … this will be the most valuable information you’ll ever read!
Here’s why:
I am… (with your permission)…. going to send you a copy of what many health care experts
predict will become one of the most talked about health book’s in medical history, titled:

82
What You Absolutely Must Know Before You Ever

Step Foot Into Your Doctor’s Surgery!”
I’ll tell you how to get hold of that book in just a moment.
But first…
Do you ever find your energy levels flagging during the day for no obvious reason? Are you
gradually gaining some extra pounds? Are you finding it increasingly difficult to keep your youthful
appearance? Do you often wish you still had that childlike energy you used to have?
Don’t fret. Chances are, you don’t have anything seriously wrong with you. You’re probably just not
aware of how you can… slow down the aging process… and … triple your energy faster than you thought
possible! It’s true! And it’s all revealed in my book: `The Quantum Secret’. It doesn’t involve taking any
dangerous drugs… no dieting… and hardly any physical exercise. And, tests prove that `The Quantum Secret’ is
(by far) the most potent anti-aging process that has ever existed!
I’ll tell you more about what you’ll learn from `The Quantum Secret’ in a moment. But first, I’ve got a
confession to make…
My name is Dr. William Young and I’m a former N.A.S.A scientist. For more that 25 years I worked in
the ìnner-sanctums’ of N.A.S.A. I had the privilege of working with some of the most brilliant minds on the
planet. I was exposed to… and… worked on the most radical, state-of-the-art health developments in the world.
But, after 25 years I could no longer justify working for N.A.S.A. So I quit. That was a little over 7 years ago…
when I set up my own company: Quantum Health Plc. (NASDAQ registered).
The reason I dropped N.A.S.A like a bad smell is because I was appalled at the lies and life-threatening
information being spoon-fed to the gullible politicians and unsuspecting public. I could tell you a lot more about
my shocking discoveries (and I will)… but first… I want to tell you my confession. Here it is…
The `Medical Establishment’ Is Mass Producing

Prescription Drugs That Are Designed To Cause
Cancer And Other Life-Threatening Diseases!
It’s true! And it’s all part of an elaborate government-backed plan to reduce the swelling population.
What’s even more frightening is that most Doctors have absolutely no idea this is happening. They’re being
hoodwinked into peddling `killer’ drugs on innocent people.
Here’s another shocking fact:
The majority of a Doctor’s education about the drugs they prescribe you comes from the greedy drug
companies selling them. Is it any wonder that…
More People Die From Certain Drugs Their Friendly

Doctor Prescribes Them Than From All Other
Illnesses Put Together!
What this means to you is… you have to be extremely careful about taking any advice from your
doctor… without first knowing exactly which prescription drugs can kill you.
83
That’s the real reason I finally decided to write my book: “The Quantum Secret: What You Absolutely
Must Know Before You Ever Step Foot Into Your Doctor’s Surgery!”
You see I’m fed up. The F.D.A and the medical profession have been feeding you lies, half-truths…
and… a lethal concoction of prescription drugs for far too long. And so, in spite of the inevitable backlash that
will come my way from the `scared’ medical establishment, I have decided to put my neck on the line and
uncover the real truth about health and life-longevity. After more than 7 years of exhaustive research… and
$5.3 million of my own money… I have made some powerful discoveries and uncovered some startling secrets
that are unknown to almost all doctors and health professional. Namely…
The Closest Thing To The Everlasting Youth That Exists In

The World Today!
I can’t go into it in too much detail here. It would take up too much space. That’s why I’ve reproduced
for you a `digital version’ of my controversial book:

What You Absolutely Must Know Before You Ever Step
Foot Into Your Doctor’s Surgery!”
And, without exaggerating for effect, the stuff contained in that book may be destined to become the most
talked about in medical history… and… quite easily increase your life-span by up to 20 years!
Anyway, here’s how I want to help you: I am in the next few minutes going to send you your own
personal copy of that book - (written in easy-to-understand, plain talking English).
And, once you’ve read it you will know more about how to take back control over the aging process than
99.9% of all doctor’s in the world… and… know for certain which prescription drugs you must never take. In
short: You will KNOW how to dramatically improve the quality… and… longevity of your life!
For tasters, here is just a small, very small, sample of the hard-hitting, tell-it-like-it-is, hard-nosed
secrets you’ll discover when you take possession of the book:
• `How To Have An Abundance Of Childlike Energy At Any Age – Sadly, So Few Ever Get
To Experience This Amazing Feeling!’ (p.1)
• `The One-Thing That Determines If You Will Live A Long And Healthy Life!’ (p.3)
• `The `Real Key’ To Having A Healthy Body!’ (p.4)
• `How To Accelerate The Elimination Dangerous Toxins And Poisons From Your Body By As
Much As Fifteen Times!’ (p.6)
• `How To Prevent Malignant (Cancerous) Cells In Your Body With A Simple Exercise That
Your Personal Trainer Won’t Tell You About!’ (p.9)
• `What A Baby Child Can Teach You About Maximum Energy And Optimum Health – This Will
Probably Surprise You!’ (p.10)
• À Simple Way To Know If You Are Three-Times More Likely To Get Cancer!’ (p.13)
84
• Òne Substance That Taken Regularly Can Make Cancer… And… Heart Disease… Totally
Avoidable – And Why If You’re Not Getting Enough Of This Substance You’re Literally
Committing Suicide!’ (p.15)
• `How To Quickly Prevent Loss Of Concentration And Fatigue During The Day!’ (p.15)
• `The `Real Truth’ About Expensive Sports Performance Drinks!’ (p.16)
• `How To Ensure That Your Body Produces Optimum Amounts Of Anti-Aging Hormones!’
(p.17)
• `How To Significantly Reduce Your Chances Of Getting Type II Diabetes!’ (p.20)
• `The Critical Factor That Separates `Good Health’ From Òptimum Health’ – Yes There
Is A Difference!’ (p.25)
• `Why Eating `Good’ Foods Is Not Enough If You Want Optimum Health!’ (p.29)
• `Why The Majority Of People Fail When Trying To Lose Weight – Until They Figure Out
This One They’ll Never Succeed!’ (p.31)
• `Discover The Complete Nutritional Strategy For Improved Health… And… Increased Energy!’
(p.32)
• `What Each Meal Must Contain If You Want To Be At Your Ideal Body Weight!’ (p.36)
• `Benjamin Franklin’s `Secret’ For Living A Long Healthy Life!’ (p.37)
• `How Eating Anything You Want Can Actually Help You Lose Weight!’ (p.40)
• `How To Increase Your Mental Alertness By 25% - Without Harmful Drugs!’ (p.44)
• `Find Out Which Foods Contain Sleep Promoting Chemicals!’ (p.46)
• `The Best Temperature… And… Humidity To Ensure You Get A Healthy Night’s Sleep!’ (p.48)
• `How To Eliminate Worry And Stress Before Going To Bed – This One Will Have You
Sleeping Like A Baby!’ (p.51)
• `Find Out The Link Between Caffeine And Anti-Aging Hormones!’ (p.51)
• Èxposed: Exercise Industry Myths Pulled Apart At The Seams And The `Real’ Truth
About Exercise Revealed!’ (p.54)
• `The `Real Key’ To Long-Term Fat Loss!’ (p.53)
• `How To Burn More Fat – Even At Rest!’ (p.57)

85
• Why Vitamins And Minerals From Your Supermarket And Local Health Food Shop Can
Actually Cause You More Harm Than Good – You’ll Never Want To Waste Money On Health
Supplements Again When You Know This!’ (p.61)
• `What The Chinese Have Known For Thousands Of Years About The Restorative Powers
Of Certain Micro-Nutrients!’ (p.62)
• `What You Absolutely MUST-KNOW When Choosing Vitamins And Minerals – Make A
Mistake And Your Body Could Be In Serious Harm!’ (p.64)
• `How To Experience Almost Indescribable Levels Of Energy And Well-Being You Never
Dreamed Possible!’ (p.65)
• `Discover The Single Most Important `Secret’ For Everlasting Youth – It’s Not Even Close To
What You Think It Is!’ (p.66)
• `Discover A Deceptively Simple Way A Few People The World Over Have Dramatically
Improved Their Health!’ (p.70)
• `How To Eliminate Doubt, Fear… And… Worry From Your Life!’ (p.75)
• `The Miracle Formula Revealed – How To Harness The True Source Of Health, Energy…
And… Vitality!’ (p.78)
• `Discover An Utterly Brilliant Technique For Getting Done Whatever Needs To Be Done –
People Are Going To Blown Away With Your Dynamic, Go-Get ’em Energy When You Start
Using This One! (p.81)
• `What The Government Doesn’t Want You To Know – And Who Really Controls The
Medical Industry!’ (p.84)
And much… much… more!
What you have just read is just a very small sampling of the exciting and life-enhancing
information that could be yours in the next few minutes. I could go on… but… I won’t. Suffice to say:
this information is not a luxury. And although it’s not a `magic pill’ to everlasting youth… it is
absolutely critical MUST-HAVE information… if… you want to add excitement, energy and vitality
to your life and…
Still Play Sports With Your Great Grandchildren When

You’re 87!
Of course, I don’t just want you to take my word for it. Hear some real success stories from just
a few of the people who have applied the devastatingly powerful secrets contained in the book: `The
Quantum Secret: What You Must Know Before You Ever Step Foot In Your Doctor’s Surgery! ’
“I purchased your book last month and read it immediately. At the time, I was very sceptical of
the promises you had made. But decided to at least check out the book. I’m sure glad I did. After
86
applying just one simple technique on page 27, I started sleeping better than I had in years and
my energy levels have gone through the roof. Thank you. Thank you. Thank you.” - Burt
Jenkins, New York.
“I’ve been a health practitioner for over 15 years and read literally hundreds of books on
health, anti-ageing and life longevity. I thought I knew everything there was to know on the
subject. Boy, was I in for a surprise when I got hold of your book. Some of the information is
quite literally 20 years ahead of its time and based on my professional opinion could quite easily
add 20 years to your life. I recommend this book to anyone alive!” – Dr. Nancy Truman,
Chicago.
“I’m really peeved! I’ve been sucked in to parting with my hard earned money by too many
online charlatans to know that you were just another hyped up `snake oil salesman’ taking
advantage of innocent people. And, I don’t mind telling you I thought you were full of bull. But,
my intrigue got the better of me and I got your book (expecting to send it back for a refund).
Now, I wouldn’t let you buy the book back from me for 10 times what it cost. I’ve lost 34 pounds
in 6 weeks and everyone wants to know where I went for the face-lift. I just mention your web
site! ” – Chuck Schwartz, Los Angeles.
That’s just a handful of the testimonial letters I’ve pulled out of my filing cabinet. And, I’ve
received hundreds… perhaps even thousands… of similar letters from very excited customers of the
book: `The Quantum Secret: What You Must Know Before You Ever Step Foot In Your Doctor’s
Surgery! ’
But you know… I don’t want you to believe them either. No. I want you to experience the
magical results for yourself… completely at my risk.
Now, before I tell you exactly what you need to do to get your copy of `The Quantum Secret’, I
have some questions for you…
How much do you think this information is worth to you?
How much would you pay if you knew of a safe and effective way to increase and improve the
quality of your life?
A difficult question of course… because… in all truthfulness it is impossible to put a price on

such information.
In all seriousness, no amount of money is too much for…
Information That Can Literally Save Your Life…

And… Give You Back Your Youth!’
But before I tell you how much I’ve decided to charge for `The Quantum Secret’, I want to tell
you about all the other exciting FREE BONUSES that you are about to take possession of:
• FREE BONUS REPORT #1: `7 Ways Your Life Would Be Infinitely Better If…’ – This report
is a real dame. MUST HAVE reading material if you have even a modicum of desire to live a
happier, stress-free lifestyle. (Normal Selling Price: $39.97)
87
• FREE BONUS REPORT #2: `How To Naturally Give Your Body The Super Hard, `Ripped’
Look Commonly Associated With Illegal Anabolic Steroids!’ – Top body builder’s have recently
been forced to find 100% natural ways to stimulate their bodies to grow. With a major clamp down
by the body building regulatory authorities it is now almost impossible for a competing body builder
to `cheat’ his way to success. Get this report and find out arguably the greatest advancement in
nutritional development since the beginning of mankind. But be warned: If you are brave enough to
put what you discover into action and you are going to be accused of being a steroid junkie!
(Normal Selling Price: $69.97).
• FREE BONUS REPORT #3: Ànti-Aging Secrets Of The 103 Year Old Sicilian 100 Meter
Sprinter!’ – It’s 100% true! On the remote island of Sicily there lives a man who defies belief. He
almost defies God himself. Every morning he cranks up his super-human body an sprints the 100m
faster than most people half his age… and now, for the first time he comes clean on his anti-aging
secrets that everyone can benefit from – and there’s not any ìllegal’ substances involved! (Normal
Selling Price: $29.97).
• FREE BONUS REPORT #4: `How To Get SAFE Prescription Medicines At Dirt-Cheap
Prices!’ – This report will both fascinate and anger you. Learn how some Doctor’s, Politicians and
the Rich and Famous are exploiting a `loophole’ in the law to get totally safe prescription medicines
at less than half what you have to pay. Once you know the secrets contained in this report you have
access to the same ìnsider’ knowledge as the rich and powerful and legally get your prescriptions
from the same sources. Please note that this is HIGHLY CONFIDENTIAL information, NOT to be
shared with any other person! (Normal Selling Price: $69.97)
Just those FREE BONUSES REPORTS alone are worth $209.88!
Don’t worry. I’m not going to charge you anywhere near that much. But don’t get me wrong
it’s worth at least $209.88 and more… because it will literally give you back your youth.
However, you may be very interested to know that an experienced marketing friend of mine
recommended that I sell this information for no less than $97.00.
Well, I have taken his expert advice… and… decided to ignore it for the time being.
That’s right, I am not going to charge you that much for this information. Why? Simply this: I
just wouldn’t feel right about charging that amount for information that can literally give you back your
youth. If I was selling it offline then I probably would charge $97.00 for it… but… with the reduced
overheads of selling online I can get away with substantially cutting my price. And, in all honesty, I
sincerely want as many people as possible to benefit from the information contained in the book (and
ALL the FREE BONUS REPORTS). That’s why I’m prepared to let you have the information for a
much lower price.
I’ve wrestled with myself quite a bit about how much I should charge for the book (and ALL the
FREE BONUS REPORTS)… and… after a lot of deliberating have decided on just $39.97.
100% FULLY BACKED BY A 60 DAY `MONEY-BACK’ GUARANTEE
88
That is I feel quite literally a steal for information you will NEVER find anywhere else.
Information that can quite literally give you back your life. But, I must warn you: I cannot guarantee that
I will not up the price to $97.00 at any time if my friend, the marketing expert convinces me that is what
I should do.
So don’t hesitate a moment. Let nothing… ABSOLUTELY NOTHING… interfere with you
taking immediate action and clicking below to find out…
`The Quantum Secret: What You Must Know

Before You Ever Step Foot In Your Doctor’s
Surgery!’
Sincerely,
Dr. William Young

President of Quantum Health Plc.
P.S. You are just a one click… and a few minutes away… from knowing how to take control of the
aging process and have more energy than you ever believed was possible! Click here
IMMEDIATELY and you will take possession of the nearest thing that exists to everlasting youth!
P.P.S You may be very skeptical about all that you have just read. That is totally understandable. But
remember: You are fully backed by a 60 DAY MONEY-BACK GUARANTEE - you risk absolutely
nothing by checking it out. Do it now… it will be the best investment you will ever make for yourself
and your family!
P.P.P.S By the way, you also get immediate and full resale rights to the book: `The Quantum Secret’
when you order. Yet get the most potent life-changing information you’ll ever likely to lay your
hands on… plus… a license to make money with the product. Just plug in your name and address,
upload it to your web site and start making sales right away. It’s that simple… and… you keep the
money!
###
There it is!
What I have just laid out before your very eyes is a format you can use on
your web site to…
Sell Just About Anything To Anyone… Wherever You Are

In The World… Without Ever Meeting Them In Person!
By the way, where I have highlighted and underlined the text in blue above,
is where the reader of the message would click through from your web site to the
order page.
The only thing left then for me to do is show you how to create the ultimate
òrder page’. It’s all laid bare on the next page and it is rather aptly titled:
89
`How To Write A Simple Order Page That Can Increase The Sales From Your Web Site By
Up To 30%! Come on, let’s get right to it…
`How To Write A Simple Order Page That

Can Increase The Sales From Your Web Site
By Up To 30%!’
We have arrived at the last… and yet… also one of the most important
components of your entire sales message.
And, with all the effort put into the main sales message it would be a crying
shame if you let the ball drop on the order page. That’s why I want you to think of
the order page as not just an order page… but… also…
A Stand Alone Selling Page!
Why?
The simple answer is this: A well devised order page has proven to increase
orders by as much as 30%.
Anyhow, why not let me construct an order page right here for our example
product, `The Quantum Secret!’ Then we can discuss the thought process behind it
afterwards. Would that be okay?
###
*Risk Free Request Form*

`Here’s How To Get Hold Of The Most
Potent And Powerful “Age Defying
Secrets” On The Planet…
Òkay, Dr. Young, You Might Be Full Of Beans… But If You
Agree To Take ALL The Risk…
I’ll Check Out Your HOT New Book!’
√ (Please `Click’ and `Tick’ the boxes below…)
YES! “Okay, Dr. Young, go ahead and IMMEDIATELY send me… (digitally delivered)… your new
breakthrough book, `The Quantum Secret’… a book that is taking the world by storm and is astonishing
both readers and health experts alike.
90
“I also claim the right to `test-drive’ the most potent and powerful age defying secrets on the planet –
under your 100% FULLY BACKED 60 DAY `MONEY BACK’ GUARANTEE. If after 60 days, the
book does not live up to its promise of showing me how to slow down the aging process… then I am
entitled to a FULL and IMMEDIATE REFUND. Furthermore, if I am dissatisfied for any other reason (or
no reason at all), all I have to do is drop you an email saying I want my money back and I will receive an
immediate refund – no questions asked! At this point I am NOT committing myself to keeping the book – I
just want to read all the information and try it out before I make any final decision!”
“I also accept ALL the FREE `KILLER’ BONUSE REPORTS - that I have ticked! (Total Normal
Selling Price For ALL the Reports is $209.88 – Real Value: Priceless!)
FREE BONUS REPORT #1: `7 Ways Your Life Would Be Infinitely Better If…’ – This report is a
real dame. MUST HAVE reading material if you have even a modicum of desire to live a happier, stress-
free lifestyle. (Normal Selling Price: $39.97)
FREE BONUS REPORT #2: `How To Naturally Give Your Body The Super Hard, `Ripped’ Look
Commonly Associated With Illegal Anabolic Steroids!’ – Top body builder’s have recently been forced
to find 100% natural ways to stimulate their bodies to grow rock hard and solid. With a major clamp down
by the body building regulatory authorities it is almost impossible now for a competing body builder to
`cheat’ his way to success. Get this report and find out arguably the greatest advancement in nutritional
development since the beginning of mankind. But be warned: If you are brave enough to put what you
discover into action and you are going to be accused of being a steroid junkie! (Normal Selling Price:
$69.97).
FREE BONUS REPORT #3: Ànti-Aging Secrets Of The 103 Year Old Sicilian 100 Meter
Sprinter!’ – It’s 100% true! On the remote island of Sicily there lives a man who defies belief. He almost
defies God himself. Every morning he cranks up his super-human body an sprints the 100m faster than
most people half his age… and now, for the first time he comes clean on his anti-aging secrets that
everyone can benefit from – and there’s not any ìllegal’ substances involved! (Normal Selling Price:
$29.97).
FREE BONUS REPORT #4: `How To Get SAFE Prescription Medicines At Dirt-Cheap Prices!’ –
This report will both fascinate and anger you. Learn how some Doctor’s, Politicians and the Rich and
Famous are exploiting a `loophole’ in the law to get totally safe prescription medicines at less than half
what you have to pay. Once you know the secrets contained in this report you have access to the same
ìnsider’ knowledge as the rich and powerful and legally get your prescriptions from the same sources.
Please note that this is HIGHLY CONFIDENTIAL information, NOT to be shared with any other person!
(Normal Selling Price: $69.97)
Remember: Just those FREE `KILLER’ BONUS REPORTS alone SELL for $209.88!
You get the breakthrough book, `The Quantum Secret’… AND… ALL those FREE `KILLER’ BONUS
REPORTS for the ridiculously low price of just $39.97. And remember: This is just a test price. I cannot
guarantee how long it will stay at this price and it will only ever go up.
But quite frankly, whatever I decided to up the price to will still be minor, compared to the almost
unbelievable benefits you will receive from it. I’ll let somebody else tell you why with this heartfelt letter I
received, that now hangs framed on my wall…
91
Dear Dr. Young,
I’m having trouble writing this letter because my eyes are welled up with tears.
My wife is 83 years old and has suffered (very badly) with chronic angina for the
last 5-years and arthritis for probably near ten. As at time of writing, it was a
little over 4 weeks ago that we read your rather intriguingly titled report:
Ànti-Aging Secrets Of The 103 Year Old Sicilian 100 Meter Sprinter’. Since that
time I can tell you this: My wife has now been cleared of all medication for her
angina by her dumbfounded doctor; her arthritis is already 90% gone, and she tells
me she is feeling better than she can remember for a long, long time.
Me, I’m her `toy boy’ at just 81! I joined the gym this week and I feel like a new
man.
Thank you, your work is marvelous.
Warmest Regards,
Burt and Doris Hutchinson.

Orlando, Florida
Click `continue to secure online processing page’ button below to be taken to the safe and secure online
processing page. When your order is approved you’ll be asked to create a `personal password’ for instant access
to `The Quantum Secret!’.
Continue To Secure Online Processing Page
Customers can pay by Visa, Mastercard, American Express, Discover, Eurocard, Bravo, Visa Debit,
Mastercard Debit, or Novus. Customers in the US can also pay by online check.
###
Okay, let’s dissect and examine the components of the above order page:
• First: It starts with an attention-grabbing headline that reiterates the BIG

promise and motivates people to take action.
• Second: There is also a sub-heading that restates the risk-reversal. This melts
away any risk… or… fear of taking action in the mind of the reader. Very
important!
• Third: It has what are called check-boxes. This is what is known as an

involvement device. And by getting the prospect to click on (and tick) the box
you are getting them to mentally agree to the sale the moment they take that
action.
92
• Forth: It contains a bulleted summary of exactly what the prospective customer

is getting, as well as stating the 60 Day Money Back Guarantee – i.e. that they
are NOT committing to keeping the material if it is not to their satisfaction in
any way.
• Fifth: It contains the price.
• Sixth: It contains a last call to action by threatening to up the price any time
my heart desires!
• Seventh: It assures the prospect of secure ordering.
• Eighth: It tells the prospect how and when the product will be delivered.
• Ninth: It includes a testimonial as a reinforcement that the prospect is making

the right decision by ordering the product.
How about that ladies and gentleman.
But maybe you are selling a service and you are using your web site as a lead
generation tool. Well in that case all you have to do is state exactly what you
want them to do after reading your web site. Maybe you would finish your sales
message with something like this:
###
Anyway, our lawn mowing and aftercare service is available to you 7 days a week 364-days of the year…
and remember… our service comes with a…
100% Iron-Clad Money Back Guarantee!
Some of our customers say they would pay 3 times what we charge for our professional service. But you
can get our service at the remarkably low price of just $97.00 for the year. If you would like to take us up on our
offer – so you never again have to worry about having the best cared for lawn in the neighborhood, and see for
yourself how much a well `manicured’ lawn can add value to your property - all you have to do is call our office.
Either myself, or my long suffering secretary, Mary (I don’t know what I would do with out her) will answer your
call and by way of saying `Thank You’ for allowing us to prove that we really deliver on our promises we will
also throw in…
One FREE Lawn-Cutting At A Time To Suit You!
Again all you have to do is…
CALL 000-000-0000
P.S. Be sure to mention this web site when you call and you will also get a FREE REPORT titled, `7 Common
Mistakes Most People Make With Their Lawn… And… How To Avoid Them!’ This is only available to people
who come to our business through our web site!
###
How easy is that?
93
As promised, what I have just shown you… right before your eyes… is a
structured way to write a compelling sales message for your own web site.
Anyhow, I guess I’d better wrap this stuff up. So I’ll end on a quote from
Thomas Carruthers: À teacher is one who makes himself progressively unnecessary.’
I hope to have achieved that with this information kit. To have made myself
unnecessary to your ability to write a sales message that sells a truckload of your
product.
So I guess the best thing for me to do right now is schlep off out of your
life.
Seriously though, I’ve done my very best to make this information kit as
comprehensive, educational, informative and as much fun for you to read as I can.
Of course, you will go on learning, we all do. I learn more and more everyday. And
by reading this information kit through often you will go a long way to deepening
your understanding of how to write a `killer’ sales message few people will be able
to resist.
And, please feel free to let me know what you think of `The Online Selling
Secret!’ Let me know any ways you think it could be improved. And be sure to let me
know of the successes you have. You can email me at: michael_silk@btopenworld.com.
Now, go write a `money sucking’ sales message that will have people
practically begging you to take their credit card details… without you having to
grab them round the throat and threaten them!
Carpe diem!
Michael Silk.
“The Wizard Of The Written Word!”
P.S. You don’t have to be good to start, but you do have to start to be good!
P.P.S. This one comes from Ol’ Marketing Master Jim Straw, `Most people don’t fail,
they just fail to stick with ONE thing until they have mastered it.’
P.P.P.S If you have any success stories as a direct result from using the
information contained in `The Online Selling Secret!’… or… you have anything nice
to say in way of a `testimonial’ please drop me an email at: michael_silk@btopenworld.com
If you are kind enough to do so I will be eternally grateful, and by way of
appreciation I will send you a FREE REPORT that contains a secret that, I believe,
will make the information contained in `The Online Selling Secret!’ up to 10 times
more valuable!
94

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Copyright  Michael Silk, MLS Direct 2004. All Rights Reserved.

The Online Selling Secret!

Authored & Published By: Michael Silk

Important Information About

Welcome and congratulations!

Thank You For Your Order!

Sincerely, you are one of life’s few decision-makers… and… action-takers. I

You Will Feel The Exhilarating Power Of Being The

Copyright And Legal Notices.

 Copyright 2004 MLS Direct.

Lastly, although I refer to selling a `product’ throughout the information that

You Can Make Money With This Information!

Sell This Information And Keep 60% Of The Profits!

Have Every Person Who Buys `The Online Selling Secret’

Do The Work Once, Get Paid Over And Over Again!

`Why Most Web Sites Suck… And… The

Committing Online Suicide.

How tragic and what a waste!

Yet the Internet really does offer an opportunity unprecedented in the

Disney Lost Tens Of MILLIONS Of Dollars On Their Web

Does that suprise you?

If You Can Write A `Killer’ Sales Message You Will

What’s the point I’m trying to make here?

Because you need the key to the ignition!

Words Are The `Key’ That Will Ignite Your Online

That’s what you are going to become an expert on here…

You Are About To Learn How To Turn Words Into Money!

What’s more the information contained in `The Online Selling Secret’ is

`How Anyone Can Virtually Guarantee

You Already Know How… But… You Just Don’t Know It

It’s Almost Impossible Not To Write A Sales Message So

It’s What You Do Before You Write A Single Word That

The essence of writing a `money sucking’ sales message is meticulous research

So what are we waiting for? Let’s dive right in…

Hey listen: Don’t fight me on this.

I like to think of this process of writing out headlines as similar to

Sales Writing Steroids!

Do it for real. Every great sales writer needs to be able to think in

You Devour It Like A Hungry Hyena!

You devour it for every scrap of information… every conceivable piece of

#1: Miracles will happen to you

#2: Teach you how to create your

#3 You will know the answers to

Can you see what I’ve done here?

It’s a great headline that proved to be very profitable. Do you want me to

Know Your Product Better Than A Mother Knows Her New

It Will Almost Write Itself!

I’m absolutely serious.

And you already know this to be true.

Alright. So far, so good. But, we’re not quite finished yet.

#1. Paper back.

You Start Programming Your Neural Pathways With The

Copy Out Winning Sales Letters In Your Own

Here’s what copywriting pro Michael Masterson says:

`There is nothing better or more productive a copywriter can do – and this

You see writing to a copywriter is like running is to a runner. The more

Again: Nothing … ABSOLUTELY NOTHING … is as valuable to your sales writing

Is all this starting to sound like a lot of hard work?

Irrelevant to an intelligent person like you?

Are you too busy to do these simple exercises?

Listen up truth seekers!

Nothing Wins More Than Superior Preparation!

You can’t `intellectually’ get this stuff. You’ve got to roll-up-your-sleeves