Well my friends, it’s time to rumble with some more Q&A.
I’ve been getting a LOT of great questions everyone can benefit from.
Let’s hit it…
QUESTION: I would love to see some deep analysis of proven ads broken down line by line like Eugene Schwartz does in his book Breakthrough Advertising. Do you have any plans to do that?
BEN: No plans on my end.
But you can get a GREAT Ken McCarthy analysis of one of the longest running control letters in the history of direct marketing at:
Peter Stone also recently posted an invaluable sales letter critique on his blog at:
Both Ken’s and Peter’s teachings are “must reading” for anyone wanting to become a better copywriter.
In fact, they contain so much “for real” advanced copywriting information you can go to them over and over again and learn something new each time. (I know I have!)
Finally, Doug D’Anna recently told me he’ll soon be offering his entire 20 years of winning and test promotions to his “A-list” members.
He’s also including a written analysis of why each one worked or failed — along with the lessons you can take away from them.
So make sure you sign up for his free “A List” ASAP.
QUESTION: Ben, do you take on clients? You have no links to info on your site about this???
BEN: If you have a product or service that’s both interesting and legitimately valuable then maybe.
It just depends on what I have going on at any given time.
Anyone interested in my copywriting services can find out more information at:
QUESTION: Do you have any tips on how to write fluidly and clearly?
BEN: Yeah… write, write, write, write, WRITE!
If you want to be a good writer you have to write a lot.
I started by mindlessly copying Gary Halbert ads and newsletters over and over and over. And that did wonders for me.
You can get all the Gary Halbert writings you can eat at:
QUESTION: Do you have any advice on product package design?
BEN: If you suck at designing (like I do) then bite the bullet and outsource.
Just make sure you find someone who’s good at both designing and direct response marketing.
They’re not always easy to find.
But I promise you they’re well worth the effort (and price).
QUESTION: I’m new in my market and I have no testimonials, track record or credentials, etc. What can I do to stick out?
BEN: A couple things you can try include:
1. Lots of “pre-selling” that demonstrates your knowledge and expertise before the prospect reads a word of your sales letter.
You can do this with free reports, articles, videos, audios, case studies (when you get some), etc.
2. “Out-fascinate” your competition with tantalizing bullets.
In other words, create a LOT of bullets that make people say, “how in the world does THAT work?!” Or, “How is that even possible???”
It’s hard to imagine, but people really do buy products (even very expensive products) because of one single bullet point that hits ‘em where it counts.
IMHO, the undisputed world heavy-weight champion bullet point teacher is Ken McCarthy.
Instead of just handing you a pile of bullets to study and copy by hand, he actually shows you how to build hot bullet points from the ground up — from scratch.
There’s a reason why guys like Gary Bencivenga and Dan Kennedy praise Ken’s ads as examples of world-class copywriting.
His unique way of constructing bullets may be one of those reasons.
Okay, one more question before we wrap up.
QUESTION: I have a website where I sell a bunch of books on the same topic. My books are all on similar subjects and complement each other. Do you have any quick tips on how I can get customers to buy more than one book at a time?
BEN: Try including a snatch of copy that says:
I know that sounds almost too simple.
But you’d be amazed at how much “simple” things can impact your sales.
Okay, that’s it for now.
See you next time!
