Ben Settle

Since that “Remote Control Swipe File” post a while back, I’ve been getting flooded with requests for more.

Not being one who likes to disappoint you… I’m giving you 5 more not-so-easy-to-get ads to enjoy and learn from.

Ready?

Okay then, let’s roll:

1. Joe Karbo’s “Lazy Man’s Way To Riches” Ad

This one is a true classic — and one of the only full page newspaper ads selling a “how to make money” book to ever turn a profit during its day:

http://www.bensettle.com/Swipe-File/Karbo.pdf

2. Ben Suarez’s “Astrology Today” Ad

This is an excellent example of a “disguised” ad — that looks (at first glance) much more like an interesting article than an ad.

This is also one of the 9 ads Gary Halbert told his son to copy out by hand and study in “The Boron Letters.”

Here it is, yours for the taking:

http://www.bensettle.com/Swipe-File/swipe-astrology-today.pdf

And here is another version of it:

http://www.bensettle.com/Swipe-File/swipe-astrologytoday.pdf

3. Little Black Book “Bottom Line” Ad

This is a little book I got for free about 11 years ago when I subscribed to Men’s Fitness magazine.

The entire book is a mixture of great content and sales pitches.

This scan is the beginning of the book which tries to “butter” you up to buy Bottom Line/Personal.

I can’t imagine anyone not getting an enormous amount of value from reading it.

Check it out at:

http://www.bensettle.com/Swipe-File/swipe-blackbook.pdf

4. Bruce Barton’s “The Book Nobody Knows” Ad

Everything I’ve read about Bruce Barton just blows me away.

This guy was a master at writing tight, persuasive copy that made people buy.

This ad he wrote for his book “The Book Nobody Knows” is just one example.

Honestly now… how can you read this short, intriguing little ad and NOT want to get his book?

http://www.bensettle.com/Swipe-File/swipe-booknobodyknows.jpg

5. Mike Marvel “Dynaflex” Ad

This is the ad that really taught me the value appealing to people’s sense of insecurity.

The copy sounds kind of dorky today.

But this ad (and many others like it) sold scads of bodybuilding books and products in the back of comic books.

Take a gander at it and you’ll see why:

http://www.bensettle.com/Swipe-File/swipe-mikemarvel.jpg

Okey-dokey.

That’ll do it for today.

Until next time…

Once upon a time, I saw a Tex Avery cartoon titled “Symphony In Slang.”

This short little cartoon was almost entirely in slang (thus the title). When I started studying copywriting and learned the value of using slang in my ads, I looked everywhere for it. I checked video stores, combed the Cartoon Network website and scoured the Internet.

Nada.

There were a few sites in the search engines that had it. But when I clicked on the links I’d find it was yanked offline for copyright violations or because the url had changed.

Tonight I finally found it.

And yep… it was sitting there on good ol’ Youtube.

You can watch it (while it’s still up) on YouTube just by typing in the title name in their search engine.

I suspect it won’t be up long, though.

So in case you’re reading this and it’s gone… I went through it (for your benefit and mine) and extracted all the relevant slang terms. Depending on what you sell, some of this stuff may be kind of hard to work into your story copy.

But much of it can still be adapted for a variety of products and services.

For example, you could treat some of them like “formula headlines” — where you substitute one or more words with words that fit with the story you’re telling in your copy. At the very least they should spark some useful ideas you can use.

Anyway, I was pretty excited when I found this cartoon.

I hope you get as much value out of it as I have.

born with a silver spoon in your mouth

grew up overnight

up at the crack of dawn

back to my hole in the wall

beside myself with anger

make some dough

beautiful girl stepped into the picture

I got goose pimples

clothes fit her like a glove

paintin’ the town red

let her hair down

she ate like a horse

my money was runnin’ out on me

left me in a pickle

I gave him the slip

he drew a gun on me

the law was on my heels

the judge tried to pump me

put my foot in my mouth

sent me up the river

felt myself going to pot

raised a big stink

going though a lot of red tape

threw myself at her feet

got on her high horse

couldn’t touch her with a ten foot pole

guess the cat had her tongue

after that I went to pieces

we chewed the rag a while

I heard from the grapevine

that burned me up

knew he was just feeding her a line

the guy spent his money like water

outside it was raining cats and dogs

I was feeling mighty blue… and everything looked black

a tear ran down my cheek

hot footed it over to Mary’s apartment

I died laughin’

# # #

For a ton more swipe file lessons (including a huge swipe file I personally use to get ideas for my own ads and sales letters), hot foot it over to…

A couple months ago I listed a bunch of rare swipe file resources.

Today I want to give you a different list.

Not a swipe file list… but a list of copywriting and marketing resources that have had a HUGE impact on my business and life.

These are not the “usual suspect” sites.

They are what I like to think of as “hidden” resources you probably don’t hear a lot about.

Each one has helped me out tremendously… and I think they’ll help you, too.

Let’s get crackin’…

1.) Robert Kiyosaki’s weekly “Yahoo!” column:

It’s almost impossible NOT to learn something new about making money, investing money or keeping more of your money from Robert Kiyosaki’s columns and his books.

In fact, millions of people’s lives were changed (especially mine) after reading Kiyosaki’s famous “Rich Dad, Poor Dad” book (which I believe should almost be required reading for everyone 14 years or older.)

Plus, he’s one of the finest communicators around.

His books, columns and articles are masterpieces of clarity, persuasion, storytelling and “invisible” writing — that melts right into your brain without calling attention to itself.

If you’re interested in writing better copy, you can do a lot worse than reading Kiyosaki’s stuff.

2.) Streaming talk radio show list:

The beauty of talk radio is it’s rife with direct response ads.

Some of these ads are so good they build gigantic customer lists and generate millions of dollars in sales in one shot.

Which is why I try to listen to talk radio as often as possible.

Not only does it help keep you “sync” with the culture and current events… but it also keeps you in sync with what kinds of ads are working.

If you want a power education in direct response advertising click on a couple shows at the above link (the most popular ones are listed at the top) and you’ll get all you can handle.

3.) Tom “Big Al” Schreiter’s website:

Tom Schreiter is an MLM trainer and teacher.

And while I don’t do MLM, I study Big Al’s stuff in microscopic detail.

Why?

Because the way he works his site, segments his lists, bonds with his customers and runs his information marketing campaigns are a direct marketing seminar in itself.

And no… you don’t have to be in MLM to get value from his stuff.

Just browse his site and look at what he’s doing and how he’s doing it, and you’ll see exactly what I mean.

(Incidentally, another brilliant marketer in the MLM world is Art Jonak at www.mlmplayers.com. I don’t know if he still does his Sunday teleconference calls, but I learned as much about the art of selling from those short calls than I have from any other book or resource since. It’s worth looking into if you’re new to selling and want a solid foundation to build on.)

4.) Jim Rutz’s weekly column:

I talk about Jim Rutz and this weekly column at length in “The Copywriter’s Crib Sheet” (get it free by signing up for my “Free Email Newsletter” in the upper right hand corner of this page).

Jim Rutz is a true genius and I simply cannot get enough of his writings.

Plus, his articles contain not only some of the best “copywriting” you’ll ever see… but also some of the most shocking and controversial content you’ll ever see, too.

I’m talking about the kind of inspiring stories you’d read in the Bible… combined with the “can’t be done” sensationalism you find in supermarket tabloids!

And he’s a freakin’ master at persuasion.

Which, in politics and religion (what he mainly writes about), comes in pretty handy!

5.) Earl Nightingale’s “Strangest Secret” recording:

Earl Nightingale was co-founder of the world-famous Nightingale-Conant Company and became so successful so quickly, he retired at the age of 35 a millionaire.

Back in the 1950’s he revealed his “strange” success secret in this short recording which is packed with so much wisdom and information it’s staggering.

In fact, I suggest listening to it multiple times and often.

Especially if you’re feeling kind of down or seek answers to a distressing problem.

And finally, last but certainly not least…

6. Doug D’Anna’s “A-List”:

I first heard about Doug D’Anna from Ken McCarthy and am just fascinated by his teachings.

Doug D’Anna is one of those master copywriters the huge mailers pay the big bucks to and is just brilliant.

His free “A-List” e-newsletter is right up there with Gary Bencivenga’s and Clayton Makepeace’s and is one of the few emails I stop everything to read.

They’re packed with so much quality, useful information (you can actually use) you can read them over and over again and still learn something new each time.

Frankly, I’d be willing to pay money (good money) for the information he freely gives away to his list!

You can read more about Doug D’Anna and join his “A List” e-newsletter at:

OK, that’s it for today.

I’ve been getting into the habit of walking dogs down at the local dog shelter and I think I can hear ’em barking for me!

Until next time…

I first heard of Doberman Dan from a forum post by my buddy Caleb Osborne.

And when you start reading through his free newsletters and portfolio you’ll become literally addicted to his stuff!

Yep, he’s THAT good at the direct marketing game.

Plus, you’ll find his newsletters are on a much “deeper” level than most free marketing letters.

And he’s NOT afraid to say things that stir people up (i.e. his views on debt).

A few weeks back I actually had the pleasure of talking with Doberman Dan over the phone and he’s one of the savviest marketers you’ll ever meet. He’s also one of the few copywriters out there who learned his skills “on the street” with his own money (not his clients’ money)… and he even used to work alongside Gary Halbert.

Been a while since I did Q&A and the questions have been piling up.

Let’s take a whack at a few of them:

QUESTION: Ben, how come you don’t talk more about SEO, PPC and Web 2.0? And how important do you think it is to learn these things?

BEN: I don’t write about those things because I don’t know all that much about them.

Do I think they’re important to learn?

That depends on you.

In my experience (and this has just been in my life — I’m sure others will disagree) it’s better NOT to try and be all things to all people — and not to try and master every single new “thing” that comes down the pike.

Instead, find the few things you’re good at and spend 90% your time honing those skills.

Is this good advice for everyone?

Maybe, maybe not.

Some people can master multiple different skills and keep up with all the latest technological breakthroughs, fads and gimmicks without losing a step.

Not me.

I’ve tried to be a jack-of-all-trades and it just ain’t happen’ for me.

I don’t even bother keeping up with the latest (and ever-changing) PPC, SEO or Web 2.0 (whatever that even means) stuff.

So if you want to get good at those things this isn’t the place to be.

Instead, check out the sites of people who DO know about them.

Guys like Brian Clark and Michel Fortin (who really does seem to have the ability to master multiple skills!).

As well as anyone they refer you to on the subject.

Next question…

QUESTION: I’m just getting going finding freelance copywriting jobs but I am having some problems with a certain a**hole client. How should I deal with her?

BEN: I think you should just send her check back with a quarter and a note that says, “here’s a quarter, buy yourself some class!”

Seriously.

You’ll put her in her place and feel a LOT better about yourself.

I can almost guarantee it.

Besides, why waste your time and talents on the jerks… when there are plenty of non-jerks out there who need copywriting?

Okay, last question to wrap up…

QUESTION: Ben, I’m new to copywriting and having a hard time with online sales letter headlines. Any advice to get me going fast?

BEN: Yeah — take a look at the stuff you see online… and do the exact opposite.

Yes, I know the conventional wisdom is to seek out online sales letters that work like gangbusters and model them.

But frankly, I think that’s dangerous.

Why?

Because there are a lot of headlines “working” online that wouldn’t have a snowball’s chance in hell selling to anyone else but giant house lists of people who already want the product it’s selling.

If you don’t have that kind of asset in your hip pocket you have to be a little more sophisticated.

Here’s what I like to do:

Pretend you’re selling your product or service door-to-door.

And let’s say you find a house with someone you know is interested in what your product does…but is skeptical and has been visited by a hundred other salesmen selling something similar to what you got.

When that prospect opens the door, what’s the one thing you could say to her that will — instead of making her slam the door on your face — make her practically beg you to come inside to tell her more?

You figure that out and you got yourself a great headline, my friend.

Try it yourself and see.

Okay, that’s it for today.

If you have a question to submit for future Q&A’s Click Here.

Seems whenever I do ad critiques, one of the things people always have trouble with is the ever-frustrating opening paragraph.

It’s not quite as important as the headline.

But it’s still important and can sometimes even help make or break your response.

So today I thought it’d be helpful to share a simple opening paragraph “template” that can get the job done in a pinch.

Especially if you’re writing to your own list… and especially if you want to avoid having an ad that screams “SALES JOB!!!!” at first glance.

I’ve used this opening several times now, and it really works.

Here’s a “real life” example of what it looks like:

Hey (name),

A few months ago I was going through a bunch of subscriber email questions and one question that popped up over and over again went like this:

“”Ben, I need to be a better copywriter. But I’m confused, not getting the results I want, and don’t know where to turn. What copywriting course, book or seminar do you most recommend?”

My answer:

See how that works?

It doesn’t look, feel or behave like most other sales pitches, does it?

Instead, it starts with a question that quickly and immediately builds rapport with anyone interested in wanting to be a better copywriter.

Here’s another example:

Hey (name),

A few months ago I was going through a bunch of subscriber email questions and one question that kept popping up over and over again went like this:

“Ben, I want to be a freelance copywriter. But I’m just starting out, have no contacts in the industry and don’t know what to do. Is there a course or book you recommend?”

My answer:

Pretty simple, isn’t it?

And it works for anything you want to sell — including niches that have nothing to do with copywriting or business-to-business.

All you do is take your customers’ most frequently asked questions, or a problem they have, and “plug” it into the template.

Try it yourself and see.

Take the above examples and adapt them to your product and service.

Not only will you stick out like a sore thumb from your “hype ‘n scream” competitors… but your readers will probably be way more likely to read (and respond to) your offers.

Once upon a time I had an ad critiqued by one of the world’s few copywriting geniuses.

Not a freelance copywriter.

But someone who makes millions writing ads only for his own products and services.

In other words, someone who really does work without a net — and who doesn’t have the luxury of a fat copywriting fee to fall back on if his ads fail.

Anyway, after reading my sales letter he said something I’ll never forget.

Something brilliant and simple that completely changed the way I wrote my copy.

He said (paraphrased):

“This letter has a lot of original thinking in it. It has a great story. And it looks fascinating. However, it reads like a sales letter — and that’s its downfall. Write, don’t copywrite.”

So true.

So very, very true.

And I immediately removed all the “ad style” promises, ditched the flashy “National Enquirer-like” headline, stripped away the turn-of-phrases that impress other marketers and copywriters… and just told the story.

The result?

Instead of an ad that screamed “sales job!”, it said, “hey, I got some fascinating information about how to solve your problem. Wanna hear it?”

This is extremely important.

Because when you write your ads this way, instead of sounding like a used car salesman jacked up on hype and fake excitement, you sound like a regular person.

Someone people can relate to, bond with and believe in.

Frankly, when this is done right, you don’t feel like you’re even being “pitched.”

You feel like someone’s sharing interesting information with you that’s completely relevant to you and your problem.

Trust me, the difference — in both appearance and actual results — is night and day.

One person I showed some ads like this to said the effect, “is almost under radar.”

And that’s exactly right.

Of course, this is nothing new.

The late (and brilliant) copywriter Eugene Schwartz taught this publicly in a speech to Phillips Publishing:

“You are presenting a showcase for your product. Just like a store showcase on Fifth Avenue. You want the person to be able to look through the copy like the person is able to look through the glass in the showcase and see the product inside. If that glass becomes dirty, reflective, or calls attention to itself in any way, you have failed.”

Powerful advice, isn’t it?

And yet, I doubt one copywriter in ten really does this — not even the ones who preach it to everyone they talk to.

Anyway, here’s the bottom line:

The next time you’re tempted to mimic the “hype-and-scream” style of your competition… consider what the genius copywriter I mentioned earlier said:

Last summer I met a copywriter from the U.K. named Adam Carroll.

Adam works with some of the big name direct mail copywriters and has sent me links to ads from guys like Gary Bencivenga, Clayton Makepeace, Parris Lampropoulos, and Jim Rutz.

Anyway, instead of hoarding these ads for myself in my swipe file, I thought it’d be fun to share some of them publicly on this blog.

So without further ado, let’s get crackin’…

1.) The first ad is from Jim Rutz.

Jim Rutz is an amazing copywriter who co-invented the magalog.

According to Adam, the ad below is one of his health market ads:

http://www.bottomlinesecrets.com/blpnet/offers/order_ihs_mag.html?sk=157412

2.) Next, here’s a Gary Bencivenga ad that’ll get your mouth watering (literally!):

http://www.davidrosengarten.com/landing_page.asp

If you’ve been on my blog “alerts” list you already saw this last month.

(If you aren’t on my blog “alerts” list, and want updates when I come across great ads and useful resources like this, you can subscribe at the right hand side of the page where it says “Free Copywriting Newsletter.”).

By the way, if you hear a “growling” noise while reading this ad, don’t worry.

It’s just your stomach.

3.) Another Gary Bencivenga ad sent to me by Adam:

http://www.markskousen.com/visitor.php?offer=10441

From what I understand, this ad has been running a LONG time now.

And the psychology of the headline is discussed by Gary Bencivenga and Clayton Makepeace at:

http://www.makepeacetotalpackage.com/ezines/library/ezine40.html

4.) Speaking of Clayton Makepeace…

Here’s one of his ads:

http://phobos.doctorspreferred.com/Emails/JRCA/mcm_default.html

Notice how this ad isn’t just one continuous page?

It’s more like a “web magalogue” (webalogue?)

Interesting, eh?

5.) Finally, some ads from my swipe file I haven’t had a chance to post until now.

Eugene Schwartz’s famous “Dr. Chang” piece:

http://www.bensettle.com/Swipe-File/Dr-Chang.pdf

Warning: This is a little blurry on some pages. Special thanks to Alger Cavalloro for helping me shrink it down and fix it up so it’s more readable.

And here are some older Eugene Schwartz ads from back in the 1960’s:

http://www.bensettle.com/Swipe-File/machine-evening.pdf

http://www.bensettle.com/Swipe-File/twice-young.pdf

http://www.bensettle.com/Swipe-File/human-computer.pdf

http://www.bensettle.com/Swipe-File/live-100.pdf

Okey-dokey, that’s it for now.

I’ve learned a lot from studying these ads.

I hope you do, too.

P.S. Special thanks again to Adam Carroll for sharing the Gary Bencivenga, Clayton Makepeace and Jim Rutz ads above. If you’re looking for a copywriter, and would like to see his work, email him with the words “Copywriting Project” in the subject line.

Make sure you let him know I sent you and he’ll treat you right.

Who would have thunk it?

Even government bureaucrats are realizing simple, easy-to-read language results in more “sales.”

Think I’m joking?

Then check out this USA Today article.

Washington state lawmakers tripled the revenue they receive from one of their (many) business taxes simply by wording the tax in “plain English.”

Amazing, isn’t it?

And let’s face it.

If a bunch of dorky politicians can use this “secret” to make money…anyone can.

Besides “the nuts and bolts” of writing copy… it seems a lot of people who read this blog want to know the business side of things — how to make a living writing ads for clients.

I’ve never pretended to be an expert on this subject.

Especially since I don’t do a lot of “client” work anymore.

And on the rare occassion when I do accept a new client, it’s because they found me by word-of-mouth.

Even so, I do know of at least one powerful (and free) resource that can help you find quality clients.

It’s a report called “Make More Money By Writing Less” by a direct mail copywriter named Richard Armstrong.

You probably won’t hear much about Richard Armstrong in the usual copywriting “echo chambers.”

But he’s been in the copywriting business for a long time and knows it inside and out.

He has written direct-mail letters for publications like Smithsonian, Prevention, Men’s Health, Kiplingers, The New Republic, The American Spectator and National Review.

And several years ago he invented an extremely simple way to attract more clients, better clients, and, most importantly, better-paying clients — no matter who you are or where you’re at in your business now.

Anyway, you can download this report by going to:

www.goddoesntshootcraps.com

and clicking on the navbar that says, “free gift for copywriters.”

Make sure you check it out today, while it’s still up.

It’s only seven pages long, and yet it’s some of the best advice on getting and dealing with clients you’ll ever see.