The Two Lesson’s I Learned That Are So Powerful, That I was Almost Fobidden From Ever Telling Them To You

As a copywriter, I’m always on the lookout for new ways to improve my skills.

And because of this, I sometimes find things that are really helpful in my quest.

Today I want to share with you two lessons I’ve learned.

I keep them in mind everyday when I first get up.

The lessons come from master copywriter Michael Masterson.

They are:

1. No matter how good you are at doing what you do, someone out there can always teach you something.

2. The only good way to improve a skill is to practice it.

It’s amazing how following these two ideas will improve your copywriting skills much faster than most people think.


Write stronger sales generating copy faster without spending a lifetime of studying to learn how to do it

Well, I guess it was bound to happen.

I’m writing a post about copywriting books.

More specifically which ones are the best.

Now, let me say this before I write out my personal list.

I truly don’t believe that there is one book that is to be the best of all the books ever written on the subject of copywriting.

I do believe that you can learn something from every book that’s written on this subject.

Let me also state that there are certain books that I do refer to more often than others, but that’s just me.

Another copywriter could have the same set of books in his collection and not refer to the same one that I do as often.

Which books work best for you truly comes down to personal preference.

Enough with the chit chat…

Here’s my list of books that I have in my collection right now:

1.How to write a good advertisement by Victor Schwab

2. Tested Advertising Methods by John Caples

3. Scientific Advertising by Claude Hopkins

4. My Life In Advertising by Claude Hopkins

5. How To Make Your Advertising Make Money by John Caples

I’ll stop there.

This isn’t my entire collection, it’s a sample.

I didn’t want to create some long run-on post about books.

This way you can read the titles, see if you have them and if you don’t – you can check them really quick.

I’ll put more of the books I have in future posts.

Want to double your ability to write ad copy that sells? Then write for 33 minutes – Not 15

The day that I made the decision to write advertisements for different products I could find lying around my home was the day that my copywriting skills started to grow.

I can’t fully explain how it works, but the more copywriting you do on a daily basis, the better your mind starts to get at creating cash getting ads.

The better your writing becomes.

And the better you get at looking at ads and breaking them down to see which parts are working and which parts aren’t.

My advice for you if you’re struggling with writing copy that works is to simply start writing.

Everyday, like clock work.

Schedule it into your day.

I follow the Eugene Schwartz Rule for writing.

33 minutes.

No more than that at any one time.

I do this multiple times a day.

You wont believe how much better and how much faster your copywriting skills will become.

What makes a great bullet? (Part 2)

In a previous post I shared with you what makes a great bullet.

Following up on that idea, I want to give you some more information about how these kinds of bullets can be used.

In this part of the article Guillermo Rubio explains how to use these three types:

How Complete Secret Bullets Create an Irresistible Buying Urge

What makes the first kind of bullet – the complete secret bullet – work is the secret of “Wanting the How.” Every complete secret bullet should make your prospect desperately want to know what the secret is and how he can get the promised benefit.

Let’s take a look at a few examples of complete secret bullets that use the secret of “Wanting the How.”

Here’s one by bullet master John Carlton …

• “How to swing with a third less effort and increase the power in your drive by 25%. (Sound impossible? This is the one tip that keeps pros coming back to Milt in droves … and it’s the secret that will have you strutting off the tee box with pride towards your ball that’s 50 yards ahead of everyone else in your group. I know one guy personally who paid Milt over $2,000.00 to learn this secret alone.)”

Notice how John packs in the benefits and is ultra-specific about them. Yet … he doesn’t reveal the how.

Here another one by John …

• “The ‘Pre-Coital Secret’ (only recently made public by a famous female sex therapist that breaks the code on giving any woman an explosive orgasm … every time you make love! Page 114”

Once again, he teases with specific benefits, but leaves out the crucial “how” part. The reader has to buy the book to find out.

Here’s one by the late master copywriter Mel Martin …

• “Why copying the great golfers may be ruining your game (page 168). How to develop a good swing that is natural for your own physique (and why only a strong pro can get away with imitating the way Nicklaus does it. (Page 176).”

Mel builds the prospect’s curiosity … but only by buying the book will his curiosity be satisfied.

And, finally, two great examples by the late Gene Schwartz …

• “How $3, and this simple twist, can put you in the import business – right up to the point where you’re selling franchises to others.

• “How to get your cut on the biggest (and completely legal) lottery in the world. You risk $10. You get an oil or gas lease in return. (One man has already made a million dollars for exactly this same kind of investment.)”

Notice how, in addition to teasing the prospect, every single one of the above bullets packs in two or more benefits, in such a way that the prospect can “see” himself enjoying them.

And notice how John and Mel added credibility to their bullets by including the specific page numbers where the prospect can find the “how.” Knowing he can get the answer instantly by flipping to the specified page only intensifies the prospect’s desire. (Gene’s famous for this too, although he didn’t do it in the examples above.)
Drive Your Prospect Into a White-Hot Frenzy With Semi-Secret Bullets

The semi-secret bullet gives your reader a small “taste” of how the secret works. The secret at work here is “Crucial Deletion,” where you purposely leave out one important piece of information.

Here’s an example …

• “Why taking lutein and bilberry will improve your vision (Warning: Take too much and you’ll actually damage your eyesight!)”

The reader is given a practical bit of information that’s a piece of the secret (taking lutein and bilberry can improve your vision) – but the crucial part (how much to take) is left out.

Another example …

• “Make your plants grow bigger with music (twice as big with the right music!)”

Once again, the reader is given some a part of the secret (music will help a plant grow), but now he wants to know what kind of music – and he’ll have to buy the book to find out.

Here are two more examples of bullets that use the secret of Crucial Deletion, written by Mel Martin …

• “Asparagus spears should be cut under water. (Why? See page 180.)”

• “If you have trouble skimming all the fat off a pot of soup, try ice cubes. Ice Cubes? See page 34.”
Answer Your Prospect’s Most Important Questions With Total Revelation Bullets

Finally, there are total revelation bullets. The secret to writing these bullets is to transform product features into benefits that your prospect really cares about. Tell them everything they want to know and hold nothing back.

Here’s an example:

• “Your children will develop stronger reading skills—When kids view reading as a fun, enjoyable activity, their reading skills improve naturally. This captivating volume guides your children on an incredible journey through outer space that leaves them eager to venture deeper into the exciting world of science!”

Notice how there are no secrets, and the reader is told everything he wants to know.

Another example taken from a promo for the 2005 edition of Physicians’ Desk Reference …

• “Contraindications Index instantly alerts you to any conflicts between the patient’s condition and a proposed course of drug therapy”

Here are two more examples, written by Copywriter Hall of Famer Bob Bly …

• “Generate and compile programs (using Clipper or FoxBASE) in a single step—with overlays”

• “A sturdy ring binder that makes it easy to add supplements and new materials as they become available. Lies flat on a desk for easy reading”

You never know what bullet will drive your prospect to the “tipping point” of whipping out his credit card and placing the order. That’s why it’s important you do your best and treat each one as a mini-headline.

Once you master the secrets behind these three types of bullets, you’ll stop scanners dead in their tracks, and keep them engaged in your promotion … significantly increasing your chances of writing a blockbuster package.

What makes a great bullet?

This will be short and sweet..

If you remember in my last post, I talked about 3 different kinds of bullets that you should be aware of.

Well, now it’s time for you to find out what they are.

Here is the description of them as given by Guillermo Rubio of AWAI:

  • Complete Secret Bullets – Those that tease the reader into wanting more by withholding the entire secret. No part of the secret is exposed and the reader has no idea how it works.
  • Semi-Secret Bullets – Those that tease the reader into wanting more by giving away only part of the secret. Now that the reader knows part of what the secret is, he desperately wants to know the rest of it.
  • Total Revelation Bullets – These bullets give your prospect a direct benefit. They don’t hide anything, and their purpose is to transform any feature into a benefit your prospect wants.

If you combine these three different types of bullets with the P.B.S. method used by readers digest, then you will have a strong argument to present to your readers.

Also I think it would be a good idea if you copy and pasted these three tips and placed them in your copywriting secrets folder.

You do have one of those folders don’t you?

Shame on you if don’t.

For lazy people only! How to say goodbye to boring bullet points

Writing bullet points for your copy is pretty easy right?

Basically you’re taking your products benefits and writing them in such a way that you tease the reader into desiring what you have to offer.

Easy as pie.

Not really.

In the real world…writing bullet points isn’t that easy.

Sure, you can have all the facts right in front of you that will tell you what the features of your product are.

You can even work your copywriting magic and add power words to all of your products most appealing features so you can later turn them into powerful benefits.

However, in order to create those powerful benefits, you need to know exactly what kinds of benefits are most likely to work best.

Understand this….

Every benefit that you create won’t be a perfect fit for your market.

Some will work fine – and some won’t.

But there are a few things you can do to come pretty close to matching up with your market on a regular basis..

I want to share with you the three types of benefits that will grab your prospects attention. You can use them to zero in on your markets desires.

I’ll put them into my next post.

Is this the worlds longest novel?

Have you ever wished that you could write a novel, or some sort of story that would have people glued to every page filled with anticipation?

I have.

However, I could never find myself able to sit down long enough to go through the writing portion of the book.

Ideas, yeah..I can produce them like an assembly line worker produces cars.

And yet, I haven’t been able to come anywhere close to producing any type of book or story for that matter that would be worthy of reading by myself.

It’s a pretty tough thing to do.

Although, it might have just gotten a little easier.

There is an interesting project going on that will let you add your creative ideas to an ongoing storyline that’s being written.

It’s a fantastic idea.

You simply drop off a few ideas and then you watch as the magic begins.

The writer takes what you have written and then begins to weave in your thoughts and ideas into the heart of the storyline.

Family tragedy, health problems, success…you name it…it will appear within the storyline.

And that’s it.

-You’re instantly free from writers block…

-You’re instantly free from staring at a blank computer screen…

-You’re instantly free from staring at a blank piece of paper…

And just like that you’ve contributed to a storyline that could be turned into a nice work of art.

The sky is the limit.

Here is how you can take part in in what could possibly be the worlds longest novel.