They Laughed When I Showed Them All These Winning Ads...

Dear Friend,

Who would have ever thought these 2 men would have something in common?

The first man -- some people would call him a "nerd" -- and... they'd be right.

After all, when he was 15-years old, he drew (came out even in) a chess match with Russian Grand Master Roman Dzindzichashvili?

And... he speaks 5 languages -- French, Russian, Spanish, German, and English.

Plus, he's a professional "researcher".

And let's face it: Being a researcher is only slightly
more exciting than... being an accountant!
Whoopee!

So... who is this man?

I'm talking about Lawrence Bernstein of course.

Want to know the history of meat packing plants in Central Eurasia?

Ask Lawrence -- he'll quickly and easily tell you.

Want to find out who the leading carnival game equipment manufacturer is in Outer Mongolia?

No problem -- just ask Lawrence.

Wanna find out how to get your hands on a open database that
contains literally every single winning direct-response ad
ever published anywhere in the last 143 years?

That's no problem either -- just ask Lawrence, right here:  www.kingofcopy.com/lawrence

Now here's a juicy tid-bit about the other fellow in this story:

When legendary marketer John Caples, the former VP of mega New York City ad agency BBDO (Batten, Barton, Durstine & Osborn, Inc.) started in advertising, his boss, Ev Grady -- on his very first day -- told Caples to start going through and studying, 2 rather large piles of ads.

The first pile containined hundreds of winning display ads.

The second pile -- much larger of course -- was a 7-inch binder filled with "losing" display ads.

Grady told Caples to study both the successes, and the failures, so he could get a handle on the differences between the two, and most important, so he could learn how to write quality sales copy that sells.

Caples listened... and studied... very... very... well.

Because it wasn't long after that -- 2 months later in fact -- that Caples wrote what became one of the most famous headlines in history:

"They laughed when I sat down at the piano.
But when I started to play..."

See, as a copywriter, you're always on the lookout for an "edge".

Most of the time you stumble across that edge in the research you're doing, while you're boning up on whatever product or service you're about to write sales copy for.

Sometimes that "edge" is in the evolution of the product.

Sometimes it has to do with a quirky characteristic of the seller or the inventor... and other times it has to do with an ingredient in the product itself, or perhaps a unique part of the selling process.

And sometimes your quirk is in your marketing -- the "angle" you're using to position whatever it is you're writing about.

Other times, your edge is in your actual sales copy itself.

For example, your ability to get your prospect involved... or maybe your ability to make your prospect feel good by taking them back through their life, to a time when things weren't so complicated... or maybe... your edge is a closing paragraph that is so compelling, it literally forces your prospect to immediately get off their rear end and grab their phone, whip out their credit card... and place an order with you.

The very simplest way to figure out how to do this, is to get your hands on as many quality ads you can, and start reading through them.

You see, the truth is, very few ideas are truly "new".

And that of course, includes my own ideas -- I'd be lying if I even hinted otherwise.

Most successful ideas are born out of things you've seen that are already working, and then you just take those ideas... one... step... further.

So the right way to come up with a new breakthrough, ISN'T go go out and reinvent the wheel every day -- not at all.

The right way to come up with new ideas (and the easiset way too) is to study what's been successful... what's failed...

And THEN figure out what your next move should be!

To do it any other way is simply stupid, and you know as well as I do, you don't get any extra points for walking across a tightrope without a net -- you only get bruised -- and bruised badly -- when you fall.

Along those lines, over the last 3 years alone, I've literally invested $8,273
Dollars, into getting the kind of marketing information I need, to help me come up with good solid ideas.

Ideas that work.

And that doesn't include the cost of seminars -- I'm just talking about books... tapes... and videos here.

That includes books on copywriting... buying old ads... buying books on old ads on ebay... buying old and new business opportunity magazines... buying "self-help", or as I prefer to call them -- "mindset" books... researching and calling up other professionals and buying some of their time... subscribing to newsletters and magazines... reading books about marketing and business in general...

I could go on and on.

Suffice it to say I'm going to call a handyman in to our lakeside home very soon, because my closet is overflowing with all the information I have stored in it, and I need a few more shelves.

And yes, I know that amount is a lot lower than most people tell you they've invested, but the difference is -- I'm not bull-shitting you about these numbers.

I mean, think about it for just a moment here -- when someone's telling you they've spent $40,000 Dollars on books in the last 2 years -- do you really think there is even one ounce of truth to that?

Do you know how many books and tapes that is?

Conservatively -- that's at least 1,000.

Does that sound realistic, even if it is possible?

Anyway, I recently purchased the "open" unlimited swipe file from Lawrence Bernstein (the nerdy researcher) for a lot less money than it takes to bring my family up to DisneyWorld for a day... and bluntly, it was one helluva deal -- www.kingofcopy.com/lawrence .

To be able to get your hands on an unlimited number of ads from the greatest copywriters in history -- people like John Caples... Claude Hopkins... Ted Nicholas... Joe Sugarman... Robert Collier... Christian Godefroy... Dan Kennedy... Gary Halbert... and dozens of other killer writers, I was simply blown away.

Lawrence recently contacted me to let me know that on Wednesday, August 3rd, at 4pm Pacific Time, he is increasing the price of this open swipe file (I'd say it's more like a swipe file gold-mine) by two HUNDRED bucks.

But if you use this link -- www.kingofcopy.com/lawrence -- to go and buy Lawrence's swipe file between right now and the 3rd of August when his prices go up, not only will you save yourself $200 hundred dollars, but...

I will also give you 15 minutes of consulting time,
which is a $100 Dollar Value, for FREE.

That's another hundred dollars you'll be saving -- and Lord knows we can all use that, right?

Want to know something else unusual about Lawrence?

O.K., here goes: He's married to a gal who immigrated here from the Soviet Union in 1991, and she... is actually... a 3 time United States Ladies Chess Champion.

That's pretty cool, isn't it?

But there again, I don't suppose you were expecting me to tell you, that the researching computer nerd, is married to a stripper who works nights down at the Mons Venus Club here in Tampa, now were you?

Now go sell something,

Craig Garber

P.S. Don't forget, Lawrence's "Unlimited Access / Unlimited Content" swipe file -- www.kingofcopy.com/lawrence -- will cost you two-hundred dollars more, in just 6 days! So grab your copy... right NOW!

Any comments?

Send them to me by scooting over to the contact form on my "Here's How To Contact Craig" page, and maybe I'll publish them -- I appreciate your feedback!

You can reprint, or link to this article, or to any article on this web site, as long as you include the following text-box:

“Craig Garber is America's top direct-response copywriter.  Join the ranks of Garber's swelling list of global VIP's who subscribe to his unconventional weekly marketing moments, and discover how to dramatically boost your sales and improve the response to your sales copy, on his website at http://www.kingofcopy.com. Copyright © Craig Garber.  All rights reserved.”

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