Last Day To Get This -- And It’s Free!

Today’s the last day you can take your fre.e test-drive of this month’s offline issue of Seductive Selling, and if you don’t get your hands on it, here’s what you’re missing:

• TWELVE pages of real-live marketing examples, including a long-form sales letter and display ad for a famous classic marketing book!
• The best “personality” to use in your marketing. (This one will probably shock you!)
• Why you MUST have an “opinion” and why must share it with your readers if you want to retain their loyalty, long-term!
• The one word to use in your headline that always provokes INTENSE curiosity!
  
• Why it’s just as important to tell people who you aren’t and what your product isn’t, as it is to tell them who you are and what it is! You’ll find out the REAL reason why you want to do this, and the consequences of leaving this critical step out.
• Sneaky little strategies to use, to “set up” your sale, long before anyone knows what’s going on!
• Most testimonials are incredibly ineffective. Your testimonials should exist to do one thing, and one thing only, and you’ll see three stunningly simple examples of what this one thing is, on page 5. It will change your use of testimonials forever.
• How to use simple and “hokey” exceptions to generate warm gushy feelings that make your prospects buy.
• All too often, you need to give your prospects “reasons why” you have decided to offer something to them, or to make it available. You’ll get SIX highly-effective “reasons” you can use, along with actual examples of sales copy I’ve used for two of them.
• I also reveal a very unusual personal quirk of mine I’ve never discussed before.
• You’ll get all this and much much more, PLUS...
  

This month’s one-hour Audio Success CD Interview, featuring the behind the scenes secrets about completely automating your customer nurturing process, from a man who runs a company who’s specialty is putting your entire lead generation process on auto-pilot, and using special techniques to eliminate your competition, by giving you such a huge leg up on them, it isn’t even funny.

Again, today’s the last day you can get your hands on all this, and you get it all for fre.e, along with FIFTEEN bonus gifts, just for trying Seductive Selling. Go to http://www.kingofcopy.com/ssnl now, while his is fresh in your mind and before anything else comes up!

Now go sell something, Craig Garber

P.S. http://www.kingofcopy.com/ssnl

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When to step out of character... and how to get paid a bundle for it.

Yesterday I had a very interesting conversation with a couple of hard-working marketers who sometimes write copy for their clients.

They were telling me about a campaign they put together they were very sure would work, but for some reason, didn’t. I asked them about the details of their campaign and they what they said was very revealing.

After about 30 seconds, I was able to pinpoint exactly what was going on and why their promotion didn’t work. Since I suspect these guys aren’t the only ones who have made this mistake, I figured I’d share it with you today.

Now before I get into it more specifically, let me share something with you about marketing and about writing copy. The best copy is written in “someone’s” voice. It may be you... it may be the voice of one of your satisfied customers... it maybe a doctor or a scientist... it may even be your mother.

And it’s very important, that whatever you are saying in your promotion, is consistent and congruent with whatever character voice is speaking. But, you’ve got to be careful.

Let me give you a specific example of what I mean. I grew up in the projects in the Bronx, in a lower middle-class neighborhood. And although I’ve left nearly all the habits and behaviors of this environment behind me, one thing I still have is a potty mouth.

I curse far too much in my speaking.

Now if you’ve ever heard me speak on stage or on a teleseminar, you wouldn’t know this, but my friends and others who I speak to one-on-one, most certainly have heard me swear more than once. Yes, it’s not too attractive, but frankly, I don’t pretend to be perfect.

Of course I don’t curse around women and small children, but in a crowd of guys, I’m a guy.

Anyway, so now let’s get back to these two marketers and their sales letter. These guys start telling me that in their letter, they were very edgy. They were dropping f-bombs, and cursing throughout their letter, to get attention and make a point.

Let me tell you something about this: Over the last 8 years I have written several million words and sold probably the same dollar value of goods and services, maybe more -- who knows. And I will tell you something that may startle you, especially when you consider what I told you a minute ago about how I have a potty mouth: I have never ever EVER used a curse word in any sales letters, space ads, e-mails or faxes I’ve written, either for myself or for a client (with one small exception I’ll get to in a minute).

Why?

Why haven’t I cursed, when you’re supposed to write copy the same way you speak?

The answer is simple, and I learned this from the late Gary Halbert when I worked with him back in 2003. He explained to me that when it comes to money, people are dead serious about what they’re doing. Your buyers want to know that the person they’re opening their wallet for, is 100% committed to making their experience beneficial to them. They want to know you are as serious about them as they are.

And even though you should write like you speak, the truth is, you’d never speak to someone and curse in front of them if you were trying to sell them something, right?

This is one of the few times -- at least for someone like myself -- you want to hold back a bit and not be so “comfortable.” Focus on delivering benefits and making an impact that way. Establish rapport by showing empathy, not by being “cool,” and above all, keep your end goal in mind: creating a relationship.

And you do this by bringing great things to the table, and offering your prospects valuable items they can’t get anywhere else, not by being someone’s buddy.

Now here’s that one exception where I’ve used some curse words: When I’m writing to my own list of people who know me. For instance, in my offline newsletter I get pretty edgy, and once in a blue moon you’ll see me use the word “bullshit” in a sales letter, but only to those folks who already know me. Never to a cold list who has no idea who I am.

Here are a few examples, in fact, of some of the edgier headlines I’ve used in my offline newsletter.

“Bark Like A Dog And Roll Like A Pimp -- Thank You!”
“There's A Reason Why People Are Broke”
“Pass The Bong And Welcome To... Weed World!” (Pot NOT included!)
“Imagine Me, A Virgin... Again!”
“Now At Last... Anal Bleaching!”
“Homie Don't Play That”
“D... Is For Dysfunctional, Right?”
“How Long Does It REALLY Take To Make A Million Dollars? Just ask me.”
“What Is Peter North's Secret?” (It's NOT what you're thinking!)
“Asshole Alert!”
“How to sell... V-V-V- Vaginal Suppositories! (Bonus: yeast infections NOT included)”

Today is the last day to get your hands on this month’s newsletter. Take your own FREE test-drive of it here: http://www.kingofcopy.com/ssnl

Now go sell something, Craig Garber

P.S. Check out all the new products in the Kingdom, here: http://www.kingofcopy.com/products

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If you enjoyed this, feel free to pass it on to a few of your friends and business associates. Or, simply have them subscribe themselves! Send them over to http://www.kingofcopy.com

Us versus them, works every time.

This is a bit of an advanced topic, but... if you can remember to always make your weakness, or your perceived weakness, your strength -- your result will usually cripple your competition.

For instance, no matter what you’re doing, there is nothing that gives your actions more energy than finding a bunch of other people doing the same thing and then joining them all under one united front.

This works whether what you’re doing is popular or unpopular, healthy or unhealthy, commonplace or unconventional -- even if what you’re doing is smoking cigarettes.

As an example, here’s a very clever “strength in numbers” marketing strategy, one of the largest tobacco companies in the world has come up with -- and it’s one you can easily copy.

As you probably know, in many countries around the world, smoking is being banned in public places, including restaurants. So to rally their troops against this, and to make sure this doesn’t result in more people quitting smoking, Altadis (a European tobacco conglomerate) has set up a website that glamorizes smoking.

It’s called Le Lab, and inside this lab there are many things. There are tons of photos of celebrities smoking, for starters. As you know, our society is absolutely manic when it comes to pop culture, and it is brain-dead simple to validate what you’re doing, by showing you how this same behavior fits into the lifestyles of so many of the rich and famous.

There is also a series of cutting-edge artsy videos, which show the pleasures of smoking -- portraying smoking as sensual even. They even wax nostalgic, as in “Remember the first time you took a drag?”

(Side note: In the Seductive Selling System, “nostlalgia” is one of the 47 different emotional buy-buttons I show you how to push, along with examples of sales copy and different themes to use. You can see this at http://www.kingofcopy.com/seductive )

Altadis is planning on using Le Lab as a platform for social networking for all it’s consumers. What I’m incredibly puzzled about, is that right now, only Altadis employees can access this site, which makes absolutely no sense at all.

How can you use this formula in your business?

Very simple: create an offline newsletter for your list... create a forum for your list... create some sort of social networking for your buyers... let your customers or clients attend a public speaking engagement you will host (have them bring friends, of course)... create a big huge cause that all your buyers feel passionate about, and then create a mechanism where they can all contribute to it in some way, or get behind it in some way... the list is virtually endless.

What you want to keep in mind is the “us versus them” psychology behind this. And I don’t care whether you’re working with cancer survivors, Harley riders, or Maverick Marketers (kingofcopy.com/mavericks) -- everyone wants to feel united with someone and everyone wants to believe they are unique in their thinking.

Understanding this, and leveraging it, is worth a small fortune for those ambitious enough to take action.

Now go sell something, Craig Garber

P.S. “Yes, Virginia... There Is A Santa Claus!” That’s the headline of this month’s Seductive Selling Newsletter and you can find out who this Santa is, as well as profit from the bounty of his basket of gifts -- BUT... you only have THREE days left to do this! Check it out here at http://www.kingofcopy.com/ssnl -- claim your FIFTEEN free gifts and then laugh like a fat man in a red suit, all the way to the bank.

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Pop culture and you.

Today and tomorrow I’m going to be sequestered away with the members of my Mastermind group who come down here to Tampa three times a year to work on their businesses and do a massive brain dump, which generally gets their heads fairly well sorted out.

I’ve got people from as far away as England and Australia, and a few locals from down here in Tampa as well.

Since I don’t have a lot of time, I’ll leave you with something short and sweet today.

You know, the impact of pop culture on our lives is huge. The tragic death of celebrities like Heath Ledger and Anna Nicole Smith, that linger on every television station for days on end, shows how obsessed we are with actors and actresses.

To me though, it’s the meaning of what good actors and actresses leave behind that counts. Their body of work speaks for itself. And nothing lingers on more than an incisive and memorable line delivered in the right context, and from the right person.

So today I’m going to give you some really cool famous lines from famous movies. Try and guess the name of the movie these lines came from, as well as who delivered them. Don’t go looking up the answers online, because that’s no fun. But see how many you can get right, and tomorrow I’ll give you the answers. Have fun and here you go:

“A, B, C. A, Always. B, Be. C, Closing. Always be closing, always be closing.”

“Hasta la vista, baby.”

“Greed, for lack of a better word, is good. Greed is right. Greed works.”

“You want the truth? You can’t handle the truth.”

“Wax on... wax off.”

“You’ve got to ask yourself one question: Do I feel lucky? Well, do ya, punk?”

“Mrs. Robinson, you’re trying to seduce me.”

O.K., so see how many you get right, and be a big boy and don’t cheat.

I have a couple of new members in my Mastermind group who couldn’t make it down for this month’s meeting, but they will be there at the next meeting for sure. One of my long-term members, Patrick Precourt, who runs the largest pre-foreclosure company in Connecticut, just sent me this e-mail yesterday:

“Craig, of the 100 or so people that got back on the phone, 40+/- have signed up for $97 month news letter. Your mastermind group has been the engine behind the results. No doubt that I will have 300+ paying subscribers at $97 month within the next 3 months.” Now Pat didn’t do the numbers but if I’m right, that’s $30K a month... and that... ain’t chicken feed, is it! If you want to apply to get into this group, and take advantage of the rapid growth you too will experience, then dig in at http://www.kingofcopy.com/mastermind

Now go sell something, Craig Garber

P.S. By the way, apparently my new, neatly categorized product page was down yesterday, but it’s back up now if you want to check it out: http://www.kingofcopy.com/products

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An almost fool-proof way to get your mail opened and read.

First, a couple of quick announcements:

My products page has been cleaned up and organized. It is much easier to navigate and it’s now categorized. You can see it for yourself, right here: http://www.kingofcopy.com/products/

Second, if you too, are eager and excited about the promise a new administration brings to the President’s office, then check out the Bush countdown on my blog, and feel free to make comments to this post on the blog as well. You can now get notified whenever my blog gets updated via RSS (whatever this means). It’s all right here: http://www.kingofcopy.com/blog

And now on to today’s tip:

I have piles of papers all over the house. Magazines, books, letters, hundreds of pages and pages of material I’ve printed from things I picked up online.

They’re everywhere.

Some small piles towards the back of the dinner table where no one really sits... another medium-sized stash on the chair in the dining room where no one notices too much... on top of every desk in my office... on the floor in the bathrooms next to the toilet (But not in my teenaged sons bathrooms -- even I won’t venture into that place.)... and scattered around my desk on the floor in my office I have several piles as well.

Occasionally I get through one or two of the piles, or if I take a long plane flight I’ll scoop them up and stuff ‘em in my briefcase and they’ll tend to disappear for a while, but then... within a few weeks, they magically reappear like some sort of weed in your garden that you could swear you just pulled out last week, and the last week before that.

The thing is, while most of the stuff I’ve printed out contains good information, most of the direct mail I receive, is pure crap. No matter how much I try and find even one good idea I could use and run with, I just keep turning up empty-handed.

The other day, however, I received a very interesting piece in the mail, which I can use and actually improve on.

It was a crumpled up piece of paper, that was a cover letter to a sales piece. The letter had scrawled across it, in handwriting, something to the effect of, “I figured since you threw out the last two pieces of mail I sent you, I’d give you a head start on this one.”

This was pretty clever, I thought.

Not that the copy was sales brilliance, but it wasn’t supposed to be. It was supposed to get me to stop and notice the piece, and then I’d look at the sales piece, which I did. (The sales piece was awful unfortunately. They could have sent me the Hope Diamond as a gift, and I wouldn’t have been able to read through it.)

There are a few changes I would have made, however. I would have used yellow paper, and I probably would have written the note in blue ink instead of black. I also may have included my picture on this lift note as well. Each of these things, I believe, would have lifted response.

I also would have sent the entire thing in a garbage can mailer. These are small garbage cans you can mail out -- several of my clients have used them successfully. It’s kind of hard NOT to read something that’s so unusual like that, isn’t it?

The big problem with all this is that I typically can’t find good ideas like this in even 1 out of every 100 pieces of mail I get, but that’s O.K., because... one good idea... is worth it’s weight... in gold.

Now go sell something, Craig Garber

P.S. Only a few more days left to get your hands on this month’s Seductive Selling Newsletter. Inside this issue you’ll find TWELVE PAGES of marketing examples, including a famous sales letter for a book, TWO press releases, and a drag queen! Get all this and more along with FIFTEEN free gifts, including now TWO Free marketing critiques, at http://www.kingofcopy.com/ssnl

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If you enjoyed this, feel free to pass it on to a few of your friends and business associates. Or, simply have them subscribe themselves! Send them over to http://www.kingofcopy.com

Yes, but where's the ammunition?

May sound silly, but when you know what you’re talking about, you will actually write much better and have much more to say.

I have been reminded of this frequently lately, as I am almost finished with my Seductive Selling® For Entrepreneurs book. If I tried to cover every single Seductive Selling® strategy I could think of, the book would probably be 500 pages long. No one would buy it, and it would never get released.

But let’s talk about this as it relates to writing copy, which is probably more applicable to what you need right now.

Your creativity in your writing is directly proportional to your knowledge and familiarity with what you are writing about. Your understanding of how whatever you’re selling works, the wants it satisfies, and how it is different from all the other products in its marketplace, gives you all the fodder you need to write all you want.

But when you are writing a book, it is different from when you are writing an ad. Writing a book is actually much easier. You must remember, when you are writing ads -- it doesn’t matter whether you’re talking about a display ad in a trade magazine or a sales letter on a web page -- every single word you put down has one purpose, and one purpose only. And that purpose of course, is to sell something.

Even if you are giving away information about your product, your sole purpose shouldn’t be to give away information, it should be to sell something, and anyone else who tells you otherwise is probably someone who is broke.

Keep this in mind next time you’re getting ready to crank up a new campaign, and your focus will be more laser-like, and your ability to communicate clearly will be much stronger.

Packing a wallop is easy. All the ammunition you need is inside your head.

Now go sell something, Craig Garber

P.S. TWELVE PAGES! Yep, count ‘em. Twelve pages of newsletter marketing examples in this month’s Seductive Selling® newsletter, including a famous ad for a book, press releases, and a drag queen! Get all this and more along with FIFTEEN gifts, PLUS your FREE 30-day newsletter test-drive at http://www.kingofcopy.com/ssnl

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If you enjoyed this, feel free to pass it on to a few of your friends and business associates. Or, simply have them subscribe themselves! Send them over to http://www.kingofcopy.com

What makes men rich?

Regardless of where you live and what you do, everyone wants money. It doesn’t even matter what age you are. My kids, who are now 17, 15, and 7, have all wanted money since they were little.

But if everyone wants it so badly, then why is it so few people ever find it?

Why is it that so many people obsess over nothing BUT money, only to have their obsessions left unfulfilled?

The answer is simple. They are looking for the wrong thing.

You see, your search for munney isn’t what makes you wealthy or successful. The only thing that makes you rich is your search for knowledge... your desire to learn more and find a better way of doing something.

It is not by coincidence the wealthiest people I know are willingly, literally buried in information in their homes and offices. And when I visit with a friend who has a big library, with stacks of books piled everywhere, I feel energized and excited. Because I know that inside this material lie the keys to the universe and all the money, fame, fantasy and fortune you could ever want.

In my own home office, I recently had to buy a giant credenza and a nice stack of bookshelves, to add on to my already huge library, which occupies the entire inside of my walk-in closets. And yet, a week probably doesn’t go by where I don’t order another book or CD.

In fact, I can safely say I will never be able to read and consume all the information I will probably accumulate. But to me, having books around is like having old friends around, always there to welcome you with open arms. Even as I sit here gazing across the room looking at my meeting table -- this too, is stacked with all kinds of books, CD’s and learning systems.

You know, if you’re going to pursue something, at least pursue something you can ultimately find, like new ideas. Because the truth is, unless you’re strolling up and down the beach with one of those long funny-looking metal-detectors, you simply can’t “find” money. You can only find wisdom and knowledge, and it’s your use and implementation of this wisdom and knowledge that leads you to the pot of gold you are seeking.

Or not.

Now go sell something, Craig Garber

P.S. I get lots of testimonials for my newsletter, but for some reason, this is one of my all-time favorites. I’m not sure why -- maybe it’s because the man who gave it to me is bald like I am... maybe it’s because he’s from New York City like I am... or maybe it’s just because he turned something really small... into something really big. Here, listen:

“Craig, your Seductive Selling Newsletter is my absolute fave of the sales/mktg. material that comes into my mailbox. Yesterday I see the envelope with your photo. Me thinks, Hurray for the bald guy, me too, very bald! Sometime ago I decided to take your council and make a truly outrageous offer to certain folks on a very teeny tiny mailing list. $21,850 Dollars later and I owe at least 80% of this to you. You have increased my business and opened up more "sales funnels” than I can accommodate. I bow to the MASTER!!! I've only been working with the general public for about 10 months, but that's another tale." Mitch Dominguez - New York City

In this month’s Seductive Selling newsletter, I expose a classic long-form sales letter written by a man who literally spent his entire lifetime in the direct-mail business. Check it out now and receive a big package of FIFTEEN free gifts and bonuses worth over $3,632. It’s right here: http://www.kingofcopy.com/ssnl

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If you enjoyed this, feel free to pass it on to a few of your friends and business associates. Or, simply have them subscribe themselves! Send them over to http://www.kingofcopy.com

A must-have 3-step formula for selling

The other day I asked the question, “When is enough?”

If you remember, we were talking about the research involved in writing your marketing material.

Here’s a simple formula to use, to determine when you’ve done enough research.

One, do you know your prospect?

Most people mistakenly only focus on the product or service they are selling, but this is only half the equation. What’s most important is being able to crawl inside your prospect’s mind and uncover the many reasons why they buy this product.

What is the end result they are looking to accomplish?

For example, when someone visits a chiropractor, they don’t want to see the doctor -- they want to eliminate pain.

Same thing when someone visits the dentist in many situations.

So first, focus on your prospects most burning desires. You must know what they truly WANT. And make sure you don’t mistake “want” for “need.” Need is irrelevant. People buy what they want, not what they need. In some cases these two are the same, but often they are not, so focus on “wants” only.

Two, once you know what they want, then you need to dig into your product.

Find the most compelling and provocative things about the product that satisfy the prospects wants. What features does your service have that will stimulate their greed glands, and then -- most important -- uncover the subtle but important differences your product or service offers, that no one else has.

You MUST set yourself apart from your competition, somehow. This makes their choice easy.

And three, you need to turn the features of your product into benefits that satisfy your prospects wants. Then, you identify the emotional buy-buttons of your prospects that you need to push, in order to make the sale.

If you can’t create an emotional trigger -- it doesn’t mater how good your product or service is -- you are simply NOT going to be able to sell anyone, anything. Remember the cardinal rule of selling: people buy based on emotion, nothing more and nothing less.

Pushing the right emotional buy-buttons opens the doors to life-long relationships. Pushing the wrong ones however, is like pushing the wrong button on the elevator. You get out at the wrong floor, and you wind up going nowhere.

The choice is yours.

Now go sell something, Craig Garber

P.S. Uncover the right way... and the wrong way... to push your prospects emotional buy buttons, right here: http://www.kingofcopy.com/seductive

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Multiple ways to rapidly escalate your sales cycle

I just wanted to let you know my monthly Seductive Selling Coaching Call will be taking place tomorrow afternoon at 2pm Eastern time, and this month’s call will be on “Multiple Ways Of Using Scarcity To Rapidly Escalate Your Selling Process”

On this call we’ll be discussing how to use scarcity in a variety of standard, and unconventional situations, and the most effective ways of pushing your prospects buy-buttons in doing so.

You’ll find out what works, and what you should never do, and you’ll be able to ask me questions both before the call, and during the call itself.

You can join me on this call and find out more about the Seductive Selling Coaching Program, right here:

http://www.kingofcopy.com/seductivecalls

Now go sell something, Craig Garber

P.S. If you have any questions about this program, call Anne in my office at 813-909-2214, and she will get you sorted out.

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If you enjoyed this, feel free to pass it on to a few of your friends and business associates. Or, simply have them subscribe themselves! Send them over to http://www.kingofcopy.com

Monthly Coaching, now only $299

Before the end of last year, I mentioned I would be restructuring some of my programs and products, and so this is the first announcement on these restructurings.

The cost of my Mavericks Coaching program has gone down to $299 a month, from $347 a month.

This is a monthly group coaching program, where you get to send in questions before-hand, which I answer. It’s also only for big boys, since the subject matter is candid and straight to the point. If you have a weakness or if you’re avoiding something, it usually comes out on this call -- but the good news is, everyone on the call WANTS this to happen. They’re all looking for growth and making forward progress constantly.

This is like a mini-mastermind meeting, because all the members of this group are helpful and filled with good ideas.

You also get Audio CD’s of all the calls mailed to you, in case you can’t be on the call, and more important -- just to listen to the information over and over again. You find you discover something new each time you listen.

Now this is NOT some sort of scarcity ploy, but in reality, there is only a fixed number of people who can get into this group, simply because there’s only so many people I can help on one call. And while we aren’t at that capacity yet, it’s great to get in now, and get more personalized attention from me, before it gets too crowded.

Also, there is NO pitching or selling on this call. And in case you haven’t been involved in a coaching program before, this alone separates this program from the rest. On this call it’s about YOU, not about what I can suck out of you.

If you want information on this group, or you want to apply, you can do so at http://tinyurl.com/2arubj

If you have any questions about the group that aren’t answered on the website I just mentioned, you may call my office on Monday at 813-909-2214 and speak with Anne. The first call of the New Year is Tuesday night though, so don’t miss out.

Again, you can find all the information you want at http://tinyurl.com/2arubj

Now go sell something, Craig Garber

P.S. Here’s what one of my long-term members of the group had to say recently:

“Craig, I just want to let you know that after the first Maverick Coaching call with you, I felt so high - like a teenager who just got done "smokin' a fattie" - that I almost fell into my new pool from the euphoric spin. I thank God I don't smoke that stuff anymore! I wanna let you know that call kicked ass!

I know you smoke cigars, but I'm just wondering if you were smoking some sort of "Marketing Crack Pipe" that night because you were out of your mind spitting out at least five (5) $10,000 ready-to-use, killer headlines - one right after the other! These headlines were rare beauties and I will be implementing them in my direct mail pieces pronto, stat! Real sweet stuff dude.

It's very rare to find a Guru like you that shows a genuine interest in learning about me and my business and family. You answered every single question that I had about my current business and new business venture, openly and honestly, and then some. You were brutally honest with the answers - I wouldn't expect anything less then that from you. You openly shared with me your experiences in business and your personal life -- letting me see inside the "King's" castle and the dings in some of your armor. When I've talked with other "Guru's" (and believe me I've spoken with many) they always project their current personal and professional experiences as being "just FINE", meaning they're just Fearful, Insecure, Neurotic, and Emotional. You, on the other hand, let everything hang out! You're a real approachable, tell-it-like-it-is kind of guy and a breath of extremely refreshing air. You are truly a great coach!" Bob Maunsell - Worcester, MA (President, Electronic Security Group, Sergeant - United States Air Force)

P.S. This is a boutique coaching program for serious minded entrepreneurs. I can't wait for the next call!”

Apply now, at http://tinyurl.com/2arubj

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When is enough?

Here’s a little story about a very bright and creative man named William Bernbach: During the 1960’s and 1970’s William Bernbach was very instrumental in a number of the biggest ad most well-known creative breakthroughs in American advertising. He was one of the three founders of Doyle Dane Bernbach (which is still one of the largest ad agencies in the world, with 206 offices in 96 countries), and was involved in MANY well-known campaigns of his day, like the "Think Small" campaign for the Volkswagen Beetle... "We Try Harder," for Avis Car Rental... "Ask Mikey," from Life cereal (I loved that stuff when I was little.)... "You Don't Have to be Jewish to Love Levy's," for Levy's rye bread (very popular when I was a kid growing up in New York City), and... the "It's so simple" campaign for Polaroid.

Bernbach was also one of the ad greats interviewed in Denis Higgins clever book, “The Art Of Writing Advertising.” In it, Bernbach made a very profound statement related to research. He said, “One of the problems is worship of research. We’re all concerned about the facts we get, and not enough concerned about how provocative we make them to consumers.”

Before I talk about his comment, it’s worthy to note the word he used, “provocative.” If you look the word up in the American Heritage dictionary, provocative means “Tending to provoke or stimulate.” But in reality, there’s a much more sensual edge to this word. Implied in provocative, is “edgy, racy, seksy, salty, and suggestive.”

Bernbach was right on in his use of the word provocative, regarding how advertising SHOULD be. And you don’t need to be a Rhodes scholar to know that most advertising is bland, dull and vapid instead.

Which means, if you work even a little bit, you’re going to be light years beyond everyone else.

Now, back to the story. If you are serious about your business, and your ability to craft clever sales messages, then you already know how important the “research” is, which Bernbach referred to. In fact, in this month’s Seductive Selling Newsletter, there’s some very specific items about “research” and the value of it in your marketing, especially in your ability to write sales copy that’s effective.

No doubt this is critical to your success -- I explain it fully inside. But... there’s another side of the coin when it comes to research. And that is...

When is enough? How much research is enough?

The amount of research you sometimes do, especially when you’re new, often borders on the absurd. Very similar to how when you first get into a new field or a new business, you’ll consume so much information, and you realize how much there is to know, to the point where this actually delays your execution.

It’s the same way with research.

The truth is, you can analyze and review something until your eyes are bloodshot and your head is spinning. And especially with the internet -- I don’t care WHAT you’re researching, you can go on forever.

But is there an “enough”? And how do you know when you’ve reached it?

On Tuesday I’ll give you the answer by showing you a checklist you can use, that will make your job MUCH easier, and save you hours of wasted time researching more than you need to.

It will benefit anyone who writes anything.

Now go sell something, Craig Garber

P.S. Read Seductive Selling FREE for 30 days, and get FIFTEEN gifts worth over $3,632. Check it out yourself at http://tinyurl.com/2g9pvg

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If you enjoyed this, feel free to pass it on to a few of your friends and business associates. Or, simply have them subscribe themselves! Send them over to http://www.kingofcopy.com

When is enough?

Here’s a little story about a very bright and creative man named William Bernbach: During the 1960’s and 1970’s William Bernbach was very instrumental in a number of the biggest ad most well-known creative breakthroughs in American advertising. He was one of the three founders of Doyle Dane Bernbach (which is still one of the largest ad agencies in the world, with 206 offices in 96 countries), and was involved in MANY well-known campaigns of his day, like the "Think Small" campaign for the Volkswagen Beetle... "We Try Harder," for Avis Car Rental... "Ask Mikey," from Life cereal (I loved that stuff when I was little.)... "You Don't Have to be Jewish to Love Levy's," for Levy's rye bread (very popular when I was a kid growing up in New York City), and... the "It's so simple" campaign for Polaroid.

Bernbach was also one of the ad greats interviewed in Denis Higgins clever book, “The Art Of Writing Advertising.” In it, Bernbach made a very profound statement related to research. He said, “One of the problems is worship of research. We’re all concerned about the facts we get, and not enough concerned about how provocative we make them to consumers.”

Before I talk about his comment, it’s worthy to note the word he used, “provocative.” If you look the word up in the American Heritage dictionary, provocative means “Tending to provoke or stimulate.” But in reality, there’s a much more sensual edge to this word. Implied in provocative, is “edgy, racy, seksy, salty, and suggestive.”

Bernbach was right on in his use of the word provocative, regarding how advertising SHOULD be. And you don’t need to be a Rhodes scholar to know that most advertising is bland, dull and vapid instead.

Which means, if you work even a little bit, you’re going to be light years beyond everyone else.

Now, back to the story. If you are serious about your business, and your ability to craft clever sales messages, then you already know how important the “research” is, which Bernbach referred to. In fact, in this month’s Seductive Selling Newsletter, there’s some very specific items about “research” and the value of it in your marketing, especially in your ability to write sales copy that’s effective.

No doubt this is critical to your success -- I explain it fully inside. But... there’s another side of the coin when it comes to research. And that is...

When is enough? How much research is enough?

The amount of research you sometimes do, especially when you’re new, often borders on the absurd. Very similar to how when you first get into a new field or a new business, you’ll consume so much information, and you realize how much there is to know, to the point where this actually delays your execution.

It’s the same way with research.

The truth is, you can analyze and review something until your eyes are bloodshot and your head is spinning. And especially with the internet -- I don’t care WHAT you’re researching, you can go on forever.

But is there an “enough”? And how do you know when you’ve reached it?

On Tuesday I’ll give you the answer by showing you a checklist you can use, that will make your job MUCH easier, and save you hours of wasted time researching more than you need to.

It will benefit anyone who writes anything.

Now go sell something, Craig Garber

P.S. Read Seductive Selling FREE for 30 days, and get FIFTEEN gifts worth over $3,632. Check it out yourself at http://tinyurl.com/2g9pvg

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If you enjoyed this, feel free to pass it on to a few of your friends and business associates. Or, simply have them subscribe themselves! Send them over to http://www.kingofcopy.com

A Fail-Safe Way To Profit From Your Biggest Weaknesses

Here’s a very critical problem-solver that if you remember it, and if you use it wisely, will make you more money than you believed possible. In fact, this may be one of the most important tips I’ve EVER given out -- and it’s very straight forward.

Regardless of what you do, the smartest marketing ploy you can use, and one that’s quite simple, is to always turn any perceived or real weakness you have, into a unique strength.

The most simplistic example of this, is if you’re a small company going up against the big guys, you’d want to emphasize the level of personal attention to your prospects needs, but... you can use this in any situation.

For instance, if you screwed up and provided bad service in the past, you want to acknowledge this openly, embrace the painful lessons you learned as a result, and then talk about the incredible new quality control procedures you have in place. But... and here’s the rub -- unless you’re then ready to back this up with promissory guarantees, you’re going to suffer from a believability issue.

However, if you really have cleaned up your act, then giving a guarantee about this shouldn’t be a problem at all.

ALWAYS turn a weakness into a strength. ALWAYS turn what’s unique about you, into what’s normal and justify how anything else other than this, must be inferior.

If you are smart enough to do this, you will make a killing, plain-and-simple.

Now go sell something, Craig Garber

P.S. $3,632 FREE, NO exaggeration! You know how people often over-inflate the value of bonus gifts? Well, I’ve gone out of my way to be conservative, so when I tell you the value of the FIFTEEN bonus gifts you get when you test-drive Seductive Selling, is over $3,632, I’m DEAD serious. See for yourself at http://www.kingofcopy.com/ssnl - the new January issue has TEN pages of marketing examples!

And make sure you check out ALL the goodies we’ve got here in the kingdom at http://www.kingofcopy.com/products

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If you enjoyed this, feel free to pass it on to a few of your friends and business associates. Or, simply have them subscribe themselves! Send them over to http://www.kingofcopy.com

It’s 2008 and the Chinese got all the dough.

Well, it’s 2008 and we’re off to the races, once again. Happy New Year, merry credit cards, and welcome to whereever you are.

Let’s make this a year for you to remember, O.K.?

Good, here we go...

One of my favorite places in the world is Las Vegas. And although I’m not a gambler, I do gamble when I go to Vegas, which isn’t often. In fact, the last time I was there was in late 1999, a few months before my daughter was born, but hopefully I’ll be going back, sometime soon.

The pulse of Las Vegas is incredible. It’s like New York City, only it’s even LOUDER, and MORE in-your-face. And the amount of money that exchanges hands in Vegas is absolutely wild.

In fact, while revenues in casinos across the country are slumping, the Vegas till was up 19.8% over last year, just this past October alone.

There are a few reasons for this increase -- against the competition’s decline.

One, is because wealthier, and more successful people tend to go to Vegas, as opposed to riverboats along the Mississippi. Wealthy people want an experience, and that’s what Vegas gives them. If you’ve never been to a gambling boat along the Mississippi, I can tell you from experience, it’s nothing like Vegas. In fact, comparing Vegas to a gambling boat, or even to one of the Hard Rock (non-Vegas) casinos around the country, is like comparing the Four Seasons Hotel to a Days Inn.

Those other casinos aren’t even in the ballpark.

Number two, the value of the dollar has dropped so low, that in many places around Europe, when you exchange one dollar unit of your local currency, you will get MORE than two American dollars in return. That’s a GREAT deal, and LOADS of sharp foreigners are taking advantage of this.

I remember going to England back in 1993, and it was actually the other way around. I got almost 2 UK Pounds, for one American dollar. (I was broke back then, so it really didn’t matter much, anyway.) Gosh, how things have changed.

And three, the Chinese. The Asian economy is booming right now, and the luxury casinos in Las Vegas are aware of this, and are now marketing directly into those countries. Baccarat in particular, is a very popular game amongst the Chinese, when it comes to American gambling, and they are keeping the casinos FILLED!

If you’ve never sat at a gambling table with a typical Asian gambler, it is a very unique experience. These guys have ice in their blood, when it comes to gambling! First off, while they’re gambling, they’ll smoke cigarette after cigarette after cigarette, as if it was their last day on earth and they knew it.

And whereas an American will typically show “some” signs of emotion when they’re plunking down a five-figure bet, these guys are as stoic as a ceramic plate -- regardless of whether they win OR lose. Finish one hand, move on to another -- it’s all just business. Very interesting, indeed.

There are three things you need to take away from today’s story. One -- people have money for the things they want to buy -- always. Doesn’t matter how “broke” they are. Two, nothing beats a vibrant and exciting experience. And three, always remember what Willie Sutton supposedly said, when he was asked why he robbed banks. He said, “Because that’s where the money is.”

In your business, ALAYS go after the fat-cats. The folks who don’t think twice about where they stay or how much they spend. The one’s who never check the price on the menu, and who order top-shelf liquor “just because.”

Why do you want to sell to those folks?

Just ask Willie Sutton.

Let’s all have a good year.

Now go sell something, Craig Garber

P.S. Now get even MORE FREE gifts -- FIFTEEN in all! When you test-drive Seductive Selling - check it out at http://www.kingofcopy.com/ssnl

And make sure you check out ALL the goodies we’ve got here in the kingdom at http://www.kingofcopy.com/products

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If you enjoyed this, feel free to pass it on to a few of your friends and business associates. Or, simply have them subscribe themselves! Send them over to http://www.kingofcopy.com

A gentle start for 2008

I’m still on a bit of a holiday hiatus, but I did want to take a quick minute to send you my warmest wishes for a very happy, exciting and prosperous 2008.

I created this card, just for you -- check it out now: http://tinyurl.com/yw7t5j

Now go sell something, Craig Garber

P.S. My daily tips will get cranked back up, Monday of next week. Look for a special message from me in the middle of next week, called “How To Make 2008 Your Best Year Ever!”


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If you enjoyed this, feel free to pass it on to a few of your friends and business associates. Or, simply have them subscribe themselves! Send them over to http://www.kingofcopy.com