World Copywriting Blog

Bye-bye affiliate marketing?

The company that hosts this blog for me, TypePad, just posted a link for its clients to a chilling story from the Associated Press.  I'm passing it along to you.

The gist of it: The U.S. Federal Trade Commission is planning to stop bloggers from getting paid for endorsing products unless they explicitly say they are getting paid for their endorsements.

This can have profound and devastating effects on affiliate marketing as we know it. Keep your eyes open on this one. It's a serious move threatened by the Feds.

David Garfinkel
Publisher, World Copywriting Newsletter

This is gonna ruffle some feathers... but if you are looking for Monster Success as a copywriter (or doing anything else), you ought to read it...

My friend ultra-copywriter John Carlton is traveling (Australia, New Zealand) and he invited me to do a guest post on his Marketing Rebel Rant blog.

First of all, it's a great honor. John's a living legend and very picky about letting anyone else appear on his blog.

Second, it was a great writing opportunity. The style of posts on John's blog is more expansive than I allow myself on mine.

Don't ask me why... that's just the way it is...

What I wrote about will probably challenge some people, maybe offend others.

It's the truth as I see it, and, wayull... it's not pretty.

I decided to write about something that's been on my mind for a long time. It has to do with what makes copywriters successful. Anyone successful, for that matter. 

Especially in light of the popularity of The Secret (which has led some people to confuse fantasy with achievement) and more recently, popular books with unique views on success like Outliers by Malcolm Gladwell.

All kinds of buzz going around.  Some strands of this buzz contradicting other strands.

I've mentored copywriters (and still do) who make huge amounts of money and succeed wildly in other ways.

Some of the folks I mentor succeed wildly, that is. 

Not everyone.

So, what makes the difference?

After lots of personal experience and historical research, I've drawn my conclusion. 

You can read about it here.

David Garfinkel
Publisher, World Copywriting Newsletter

Poking fun at vocabulary-builders, by publishing a book that purports to be one

If there's anyone on Planet Earth who understands the power of words, it's got to be Bob Bly. He's made himself very comfortable and extremely well respected as a freelance writer and prolific author.

His 76th book, The Words You Should Know To Sound Smart, is a winking nod to all the books and self-study programs that promise to teach people sophisticated terminology so they can raise their ranking on the social totem pole and be hired for more important jobs.

This book is funny, and it's also cool.

Personally, I found it has words that I know and use (elucidate, litany, fruition)... words that I know but would never use (couture, circumlocution, commodious)... words that I've heard or read but don't know what they mean (meretricious, pusillanimous, rationate)... and words I've simply never come across before (raiment, flagitious, hygroscopic).

If you love words -- as I do -- this is a fun book to have.

But if you are looking to improve your standing and credibility in the world, don't take the tongue-in-cheek promise of the title seriously.  I know people professionally and socially who are insecure about their intelligence or lack of formal education, and they make pathetic fools of themselves by using big words they don't really understand as an effort to cover up those insecurities.

It's not pretty.

One more thing. Bob Bly is a tremendously successful and skilled copywriter.  His 1985 book The Copywriter's Handbook is one of the best works ever written on the subject, for beginners and advanced copywriters alike.

Now understand that the 1200 words featured in his latest book are great words to play with, but not so good for selling.  Here's the simplest way to see that:

The title, "The Words You Should Know To Sound Smart," contains eight words, all one syllable.  The average number of letters per word is a hair over four.  None of these words is one of those 1200 that are recommended between the covers.

Many of the words in this book are much, much longer than any of the eight words that make up the title of this book.

It's a great title.  None of the title words makes you "sound smart." But they will sell a lot of books.

And maybe in that little paradox is the answer to the question that, over the years, has painted so many people into a corner: "If you're so smart, how come you're not rich?"

Well... maybe all those "dumb guys" who make up the top 2% of the wealth holders of the world... just maybe, they aren't so dumb after all?

David Garfinkel
Publisher, World Copywriting Newsletter

Finally, a way to learn how to cash in quickly with Social Media... while you build a solid foundation for the future

I can think of four conversations I had yesterday where the main topic of conversation was social media -- you know, Twitter, FaceBook, YouTube, blogging.

The one that stands out in my mind was what a business partner told me.  A coach he knows just closed a $12,500 contract just with back and forth on Twitter.

What a way to get new business!

I have to admit I'm behind the curve on social networking.  So when I learned about the Social Media Success Summit 2009, I signed up.  I need the information and this is the most convenient, efficent way for me to start to put together my own social media marketing plan.

More than 3 out of 5 marketers are spending five or more hours per week on social networking sites, according to a survey called the Social Media Marketing Industry Report.

The one Detroit automaker that isn't expected to file for bankruptcy in the next few weeks, Ford, is active in social media.

Dell Computer recently reported a million dollars in sales just by issuing coupons on Twitter.

On a personal note, the richest friend I have (he sold his latest business a few years ago to a Fortune 1000 company for over $100 million) recently told me he was at a business conference and all everyone was talking about was: social media, social media, social media.

You can download a free class on social media at the Social Media Success Summit 2009 site.  Go to:

www.tinyurl.com/socialmedia09

David Garfinkel
Publisher, World Copywriting Newsletter

Testimonial Tamp-Down: Is a golden age of marketing about to come to a screeching halt?

Uh-oh. New rules now being considered by the U.S. Federal Trade Commission could put a whole new spin on how marketers can use testimonials.

And make it a whole lot harder to sell anything and everything in print, on radio, or with video.

Testimonials would not become illegal. But anytime an advertiser talked about extreme results, they would have to give equal time to describing "typical results."

"The tougher rules, the first update to the guidelines [about testimonials] since 1980, are designed to make it easier for consumers to judge the credibility of marketers' claims," writes The Chicago Tribune. "The changes would affect all forms of advertising and marketing, including blogs and company Web sites. The FTC could bring legal action against firms that don't comply."

This could have serious consequences for businesses that depend entirely on results obtained by outliers -- people at the very front of the bell curve, the exceptional achievers -- to hold up as inspiring examples to sell their products.  Such businesses could disappear from the landscape entirely.

For the rest of us, it may be a signal to roll up our sleeves, hunt down the works of John E. Kennedy and the other old masters of copywriting, and learn to work much harder to sell with the written word.

As someone who was born in Washington, DC (and now lives just about as far away from there as you can get while still living in the continental U.S.), it consistently amuses and amazes me:

Look at the claims, promises and assertions made by the good folks who run for public office.  Like: The President, Vice President, and Members of Congress.

If they were held to one-tenth the "truth in advertising" standards that the businesses who overtly and covertly fund their campaigns are, well, we would be an ungoverned nation because nobody would vote for nobody.

Ah... isn't life ironic?

Thanks to Jon Keel and Perry Marshall for bringing the FTC news to my attention.

Source for details about the FTC proposed regulations, which are "widely expected to be adopted":

Chicago Tribune, March 20, 2009

David Garfinkel, Publisher
World Copywriting Newsletter

TV pitchman Billy Mays gets his own reality show... and, by the way, are you one of those people who are terrified of direct marketers (like Billy)?

Got a note this morning from World Copywriting Blog Executive Contributor Jim Van Wyck that everybody's favorite (or least favorite) TV personality, Billy Mays, has landed his own reality TV show.

Jim found this out from Dave Kaminski's Web Video University blog.  I highly recommend you read the entire post.

Dave makes two very powerful points:

… coming from the world of direct response, I also know from multiple, first-hand experiences that there are two universal truths:

1. Direct response advertising…when done correctly…can be devastatingly effective

2. The corporate world is terrified of direct response style advertising

Interesting, huh?

Here's a shortcut link to Dave's post:

http://tinyurl.com/direct-marketing-terrify

David Garfinkel

Update June 28, 2009: Billy Mays was found dead in his Tampa home early this morning East Coast time.  May he rest in peace.

Making sales in this economy -- is it better to be lucky than smart?

After many years of thinking I was smart -- and the reflection of age helping me realize all the times I've been pretty dumb but incredibly lucky -- I'll go for luck over smarts any day.

But these days, I wouldn't depend on luck alone.

One of the smartest lucky guys I know, strategist and copywriter Chris Haddad, has amazingly agreed to give away $30,000 worth of copy to one lucky attendee on a teleseminar he and I are giving together Tuesday night.

There are several other very good reasons to attend this teleseminar. If you are a subscriber to my World Copywriting Newsletter, you already know all about it.

Reprieve: If you missed the teleseminar, Chris has posted an mp3 online for a day or two (starting April 8). Get it while you can:

http://cmhaddad.audioacrobat.com/download/GarfinkelHaddadEmergencyTeleseminar.mp3

David Garfinkel
Publisher, World Copywriting Newsletter

John Carlton's doing it again... I'm in cahoots with him... and you should check out the freebies

Last year the most fun I had with my clothes on was teaching others copywriting as an instructor in John Carlton's Simple Writing System.  With this admission comes a confession:  I've spent 20 years teaching people how to write copy, and I've gotten pretty good at it.  But I've never figured out how to coach a group of people effectively and efficiently on line.

When Carlton came up with SWS, and invited me to teach, I not only eagerly joined.

I also waved my white flag of surrender.  I realized I couldn't do better than what he had come up with.  It's simply the best method I've ever seen.

So... why am I telling you this?

Because he's opening the doors to the Simple Writing System copywriting academy one more time.  And the free goodies (interviews with Frank Kern and Tellman Knudson, a series of special reports, a video on copywriting storytelling) make it more than worth it just to sign up for the gala pre-launch festivities.

You can sign up by clicking here:

Simple Writing System Blog

And yes, I'll be one of the instructors this time around when we get past the goodies and into the classroom sometime next month.

Hope to see you "on campus,"

Cheers,

David Garfinkel
Publisher, World Copywriting Newsletter

How to Connect With Today's Frightened, Confused Customer... and Make Sales, Even In This Economy

Thursday night Kevin Hogan interviewed me about the mindset of consumers in this totally bizarre economy.

We had so many challenges with the phone bridge that both Kevin and I were bumped off the line and had to call back in ourselves!

Fortunately, this was before the actual teleseminar started, and we were lucky.  Our connections held strong through the entire hour and 12 minutes.

I'm concerned not everyone who wanted to attend was so lucky.

We talked about stuff I haven't heard or seen anywhere else.  Specifically, the real-time consumer mindset and what the few smart marketers who "get it" are doing to keep selling and remain profitable.

I offer techniques and examples (including one right on this blog)!  And while the call is 95% pure content (with some extraordinary business history from sales legend Ben Gay), the offer I made at the very end (the choice of one of three bonuses at www.kevinhogan.com/david) is good through the weekend.

Because so many people who registered for the call may have been blocked from getting through.

You can download an .mp3 of the call.  Just click here:

Download "How to Write Copy That Sells In The Current Recession"

David Garfinkel
Publisher, World Copywriting Newsletter

Lucrative Licensing Secrets: How Copywriters and Other Marketers Can Take a Page Out of The Book of Wealthy Inventors, and Get Paid Over and Over for Marketing They Create Once

 
Remember Merv Griffin? The TV celebrity and game-show producer died a billionaire a couple years ago. One of his many claims to fame was the game show Jeopardy.

Now Merv was smarter than your average celebrity.  Here's why:

In 1964, he created Jeopardy.  In 1986, he sold his production company for $250 million to Columbia Pictures.  The sale of the production company included two of the shows he created, Jeopardy and Wheel of Fortune.  The buyer, Columbia Pictures, got all rights.  Except...

Merv Griffin held back one thing. The rights to the Jeopardy "think" music (that catchy little tune they play during "Final Jeopardy.")  Griffin kept the rights to that music and licensed it to the new owner of the show.  They had to pay him a royalty every time they played the music.

Which added $70 million more to his fortune.

Licensing:  General Electric might be one of the world's biggest and most respected companies all because Thomas Edison was too smart to enter into a licensing agreement.

Few people realize that Edison didn't exactly do all the work himself on inventing the light bulb.  In 1874, Henry Woodward, a medical student, and Mathew Evans, an innkeeper, were awarded a patents in the U.S. and Canada for a light bulb.  Edison could have licensed these patents for pennies, but he didn't.

Instead, he wisely bought the patents in 1879 for $5,000.

And the inventors never saw another dime.

But Edison did.  He made a fortune (and built what eventually became a Fortune 500 company, General Electric).  By having the full rights and not having to pay a royalty for that patent that he licensed to use.

Because Woodward and Evans just weren't as smart at Thomas Edison.

Or Merv Griffin.

Licensing, 2009:  My friend and copywriting mentoring student Chris Haddad learned about licensing last year and bought a course on it, on my recommendation.  I spoke with Chris this afternoon (Tuesday, February 3).  Chris told me that because of what he learned, he made $12,500 last year that he otherwise wouldn't have made, and... one licensing deal that will come to fruition will net him $60,000 - $70,000 residual income this year.

As we were talking on the phone, we realized another licensing deal practically staring him the in face that could bring in an additional six figures this year.

Chris learned about licensing from my friend Bob Serling -the only person I have met who has come up with a simple licensing system that just about anyone can use to make a lot of extra money.  Bob has a lot of free information available about this system and I would urge you to check it out.

Because, you see, licensing is no longer just for inventors and Hollywood moguls.  Now marketers can make money with it too.  See for yourself: davidgarfinkel.com/licensing

David Garfinkel
Publisher, World Copywriting Newsletter

Of course you've heard of "testing ads." Well here's a twist, and it could happen only in my home state of California...

Rancho Bernardo (near San Diego) -- For direct marketers, testing ads is nothing new. But in the midst of a stupid-scary budget crisis/disaster in California, high school math teacher Tom Farber has come up with a bold and profitable innovation -- running paid ads on his calculus tests.

"It's pretty standard that we don't have enough money from the state for supplies every year," Farber told San Diego magazine. "But this year was the worst ever."

So bad, in fact, that Mr. Farber didn't have enough money this year in his photocopying budget (he needed $500 and he was nearly $200 in the hole when the year started) to print tests for his students.

Mr. Farber is no ordinary math teacher. So, instead of numbing himself out by mindlessly practicing differential equations until the sense of hopeless anxiety passed, he looked around.  He saw public buses covered with ads.  He thought, hey, why don't I do the same thing on my tests?

A brave new frontier for advertising was thus crossed.  Mr. Farber got ads (and cash) from a local orthodontist ("Brace yourself for a great semester! Braces by Henry") and even from a few parents.

Rancho Bernardo is right in the center of perhaps the world's greatest concentration of motivational giants.  Tony Robbins, Brian Tracy and Dr. Dennis Waitley all live nearby, for example.

So it's not surprising that parents felt drawn to put (and pay for) inspirational, upbeat messages in tests like "Good luck, but remember that knowledge is more important than luck." (Editor's note: Not sure I agree with that quote 100% of the time. But on a calculus test -- sure.)

Another handy gem a parent paid to place in a test: "Keep the company of those who seek the truth, and run from those who have found it.-Vaclav Havel."

§   §   §

As a professional educator, well, I'm mildly amused.

But as a direct marketer -- wow, I'm stoked!

What do you think?

David Garfinkel
Publisher, World Copywriting Newsletter

The street-smart wisdom of Denny's... and how you can use it to get more business in this hair-trigger economy

How to make more money?

Easy. Make more sales.

But how to make more sales?

You don't have to be a rocket scientist for this one, either: Give customers more opportunities to buy.

It's very simple, really.  But who could imagine I would get a terrific remedial lesson in this at the diner-fast-food-franchise Denny's?

Here's the thing: When I give copy critiques and marketing strategy consultations -- and when I'm talking to my mentoring clients -- one of the first things I always check in on is: Are they giving their prospects multiple opportunities to buy?

Because if you don't, it's like walking around with holes in your pocket (or pocketbook), letting the coins and bills slip out and onto the street.

Dumb.

But so many people... businesses... marketers make this mistake.

Now. Yesterday I was in an unfamiliar neighborhood early in the morning. After taking care of some personal business, I noticed I was very hungry. I asked around and it turned out the best place for breakfast was a local Denny's (not the one in the photo. That's in San Francisco's Fisherman's Wharf area. The one I was at was at Serramonte Mall in Daly City, California.)

As I was wolfing down my Ultimate Omlet, here's what I noticed:

Every server was wearing a Denny's t-shirt (uniform) and on the back were these words:

Ask Me How $25=$55.

Hey, I couldn't resist. I asked.  If I bought a book of coupons for $25, I would get something like $50 in food coupons plus $5 off my meal.

Now if you think about it, it's a very smart deal

- It gets people in the habit of coming back

- Not everyone (a lot of not everyone) will cash in the coupons

- People will likely bring friends or family in since the food is "so cheap" with these coupons.

But that wasn't the only opportunity to buy something.  A slightly bigger-ticket item was on the menu... your very own Denny's! 

FRANCHISE OPPORTUNITIES, LET'S TALK

... along with an 800 number to call, and a disclaimer that franchises could only be offered by prospectus.

That wasn't the last of it, though.  When I got my check, the words

ASK YOUR CASHIER HOW TO PURCHASE A DENNY'S GIFT CARD

were at the bottom.

Three opportunities to buy, above and beyond what you are already buying when you order your meal.

Pretty smart, if you ask me.

Hey -- you should take a page out of the Denny's cash machine book. Especially in this economy, people are reluctant to spend. When you do specific things to make it easier for them to find a way to do business with you... such as offering different deals, bundles, payment plans, even business opportunities... guess what?

You'll make more money.

Even in what some are calling the biggest financial meltdown of our lifetime.

Tasty recipe for making more money, eh?

Thanks, Denny's.

And yes... I will take a refill on that coffee...

David Garfinkel
Publisher, World Copywriting Newsletter

While you were looking the other way, the YouTube Revolution occurred

One of my brightest and most successful mentoring clients, copywriter Mark Pocock, told me something shocking this morning.

Mark is fully booked--even in this crazy economy--but nevertheless, he managed to slip away for a couple of days to attend an Internet marketing seminar in the UK, where he lives.

It was there that he learned that the second most popular search engine in the world, after Google, is YouTube.

Who woulda thunk it?  Not me.

But now that you know, it's worth thinking about. Especially in terms of your own copywriting.  You should bone up on your video scriptwriting skills and hone your video keyword search term chops.

Then the other shoe dropped when I was reading the San Francisco Chronicle over lunch today.

It turns out an age-old joke has been rendered obsolete, by YouTube.

The joke goes like this:

A young man carrying a violin case is wandering, lost in the streets of Manhattan.  He finds a sage, wrinkled senior taking his schnauzer for a walk, and says to him:

"Excuse me, sir!  How do you get to Carnegie Hall?"

The old man answers:

"Practice! Practice! Practice!"

Ugh.

Many a young musician has been browbeaten with that joke.

But to tell the joke today, it might as well take place in the deep inner recesses of a chat room.

And the punchline would be:

"YouTube!"

Here is why. According to an article by the Chronicle's music critic Joshua Kosman, Carnegie Hall and San Francisco Symphony Music Director Michael Tilson Thomas, among other musical luminaries, are teaming up to create the YouTube Symphony, which gives new musicians an opportunity to showcase their talents.  Details here.

How things change.

David Garfinkel
Publisher, World Copywriting Newsletter

Does it make sense for a copywriter (or any other marketer) to author a book?

Next month, you can find out in a couple days what I spent years learning... rather slowly, awkwardly and painfully.

The publishing industry is like a cross between

• an obstacle course

• a live minefield, and

• a treasure hunt

I got the grand tour of the obstacle course and minefield portions of publishing before I ended up in the treasure hunt. Without going into long, self-serving stories here, let me tell you this: The treasure-hunt portion of publishing can be very rewarding.

And, best of all, direct-response copywriters and other people not traditionally thought of as "authors" can benefit far more from a published book than your typical author-type.

Like I said, I learned what I learned the hard way.

Next month, my friends and business collaborators David Hancock and Rick Frischman are putting together a very impressive seminar in Atlanta about writing and publishing.  I have benefited considerably from my association with both of these extraordinary guys, and am in touch with David Hancock fairly often.

If you are an author or a publisher... or, if you are thinking about becoming one... you should definitely check this out.  It's very reasonably priced and you'll learn a lot (like how to avoid the obstacle course and minefield portions of publishing, for starters).

To find out more, go to:  www.davidgarfinkel.com/author101

I wish I'd had this opportunity myself years ago.  I would have saved a lot of sweat and tears.  (Some blood, too, now that I think about it.)

David Garfinkel
Publisher, World Copywriting Newsletter

Copywriters: How to Write Your Way Out of Only 1 Stream of Income...

If real-estate (and now, wealth-building) guru Robert Allen has made one lasting contribution to Western (make that World) Civilization, I would nominate the phrase I'm almost sure he came up with: "Multiple Streams of Income."

Entrepreneurs and those born into rich families have known the concept all along. But for many people, it is (or was) a brand-new idea.

The great copywriter Don Hauptman figured it out himself a decade or two ago. He learned how to generate between $2,000 and $10,000 extra for himself not writing copy.

He made this extra money several times a year.

Between writing record-breaking ads and sales letters.

What Don did (in addition to writing controls that make millions for clients) was perform copy critiques, consult to companies about their marketing, provide in-house training sessions, and present at conferences.

Don is a good friend and I have benefited handsomely from his ideas, advice and personal referrals. So, I'm biased.  But in a good way.  Because what Don has shared with me privately is now available in an ebook called...

THE VERSATILE FREELANCER: How Writers and Other Creative Professionals Can Generate More Income by Seizing New Opportunities in Critiquing, Consulting, Training, and Presenting

I was involved in reviewing the manuscript in several stages as a "friend of the author," so I know what's in the book pretty well.  I can tell you it's solid.  Details only those who have been there would know about, incredibly valuable and useful information.  Not only is there step-by-step advice and voice-of-experience wisdom, but there are specific tools.  (Too often, don't you find an ebook is some rush-to-publication stream of consciousness of some semi-literate entrepreneur who made a bunch of money and wants to charge you a bunch more to hear his breathless story?  Sad to say, I have.)

Don, on the other hand, is hyper-literate.

And when a person like that writes a how-to business book (and I believe this is Don's first), it's a real plus for the reader.  Because Don is a terrific, clear, simple and motivating writer, and he has left no stone unturned in giving you the information, the background, the context and the mindset you need to start reeling in, and cashing in on, those lucrative "extra" jobs.

Besides detailed, helpful, easy-to-undestand advice, THE VERSATILE FREELANCER contains practical tools that are real added value. Don includes a sample agreement for services, a four-step "Easy Presentation Planner," and a 31-point proprietary direct-marketing questionnaire, which you could use to create your own copy, or as a guideline for critiques you could sell yourself.

All in all, a valuable addition to every copywriter's library. I recommend it strongly.  If I used thumbs or stars to rate things, I would give this book the maximum.  But I don't, so I simply recommend that you get it!

Go to:  http://www.davidgarfinkel.com/xtra

David Garfinkel
Publisher, World Copywriting Newsletter

Oh, by the way -- here's an example of how good the book really is.  Notice this is not only excellent practical advice (i.e., it will make you money), it's also superb mindset advice (i.e., it will help you cultivate a wealth-building way of looking at things):

Note also that these activities can't always be pigeonholed into neat categories; they often overlap. A critique is in some ways a consultation. At company seminars, I often did one-on-one coaching and critiquing and consulting. The skills and the content appropriate for in-house training are very similar to those required for a talk at a business lunch or trade conference. Synergies exist in everything you do.

This phenomenon has an important, and happy, implication: You can often recycle content from one activity or assignment to another--and get paid for it over and over again!

For example, you might receive a fee for an in-house presentation-and then realize that it can be repeated almost verbatim at another company or at an industry conference. This is not unethical as long as you're not disclosing confidential information or duplicating material to which you've sold exclusive rights. Getting paid more than once is an established and accepted practice. It's simply the adroit use of leverage to expand your time and multiply your earning power.

Take a look: http://www.davidgarfinkel.com/xtra

When Mr. McGuire said to Benjamin (in "The Graduate") that one word -- "plastics" -- someone was listening

It may be the most memorable scene from American movies in the 1960s. A graduation party at his parents' home in Pasadena, California. Mr. McGuire (played by Walter Brooke) comes up to Benjamin (the young Dustin Hoffman) and the following exchange takes place:

Mr. McGuire: I want to say one word to you. Just one word.

Benjamin: Yes, sir.

Mr. McGuire: Are you listening?

Benjamin: Yes, I am.

Mr. McGuire: Plastics.

Over the last 40 years, this little bit of dialogue has become the humor-laced rallying cry of the Authenticity Warriors, who felt the Western World had taken a wrong turn somewhere in its quest for Superiority Through Technology.

To them, plastic wasn't OK.

But now, for the rest of the story...

Not too far from Pasadena, in Van Nuys, California, Dream Products, Inc., is making a nice little profit with plastics.  And their copy makes me grin from ear to ear. 

From a newspaper free-standing-insert advertisement (pictured above) -- just look at this luscious copy for the 24 Hour Health Shoe:

So Comfortable... You'll
Never Want to Take Them Off

These may well be the most comfortable shoes you'll ever slip your feet into. Not only are they totally constructed of imported plush polyester from heel to toe, they have a memory foam insole that conforms to the exact shape of your foot for the ultimate in comfort. If that's not enough, the top has a self-closure that adjusts for an even more custom fit. Also features a flexible TPR "rubber" sole for sure footing and durability indoors or out. So comfortable you might forget you're wearing them.  Hurry, order today and get FREE SHIPPING AND HANDLING.  Satisfaction Guaranteed or Return for Your Money Back.

So now, dear reader, I want to say one word to you.

Are you listening?

Copy.

David Garfinkel
Publisher, World Copywriting Newsletter

The most overlooked way to increase your conversions... FINALLY, someone's talking about it

Here's the skinny: A Great Offer will boost your sales more than anything else.

But what is a great offer?

Ah, that's the question few can answer.

"Million Dollar" Mike Morgan did... and he appeared on a free teleseminar with me Wednesday, July 25, 2008.

To listen to a recording of the teleseminar, visit http://www.instantteleseminar.com/?eventid=3671544.

To read a review of the teleseminar as published in the World Copywriting Newsletter, see below...

David Garfinkel
Publisher, World Copywriting Newsletter

Three proven ways to get your business moving faster, right away

The smartest people I know these days aren't debating whether or not we're in a recession -- they're taking action to counter the effects of a slowed economy on their business.

I recently contributed a chapter to Scott Aughtmon's excellent book How Your Business Can Survive and Prosper in a Recession.  Here are three of my tips -- they're basic, and they work!

1. Get back in touch with old customers.  You probably never thought of how much it cost you -- in cash, time, energy, and other expenditures -- to get your old customers in the first place.  Don't feel bad; most business people don't think about that, either.  But it's probably more than you would estimate.  Many of those customers would buy from you again if you simply asked them.  Extend an attractive offer and continue the relationship!

2. Make an extra effort to keep your current customers.  Your competitors may be reaching out to steal your business.  Hold on to what you've got.  Go the extra mile with your current customers to keep them with you.

3. Offer prospective new customers a free sample.  It's an idea as old as business itself.  Does it work today?  Yes.  Eban Pagan has built an eight-figure (about $20 million a year) 21st-century Internet business with this strategy -- he starts out new customers by giving them valuable free content.  Anyone in just about any business can find a way to make this idea work.  Customers like it because it takes the burden of risk off of them.

In Scott's new book, I give seven more simple tips you can put to work for you right away.

Check out Scott's Web site at www.davidgarfinkel.com/recession-solutions for information about his book.  He's gathered hard-core money-making advice from experts including Jay Conrad Levinson, Ted Nicholas, John Carlton, Laura Ries, Marlon Sanders, Yanik Silver and many others.

And I'm sure you wouldn't be surprised that you can get a free sample of what's in the book -- a six-page guide to getting more customers fast for your business -- on Scott's site.

David Garfinkel
Publisher, World Copywriting Newsletter

John Reese 2.0: The Internet's first million-dollar-day marketer meets social networking and rich media

If you are in Internet marketing, you've probably heard of John Reese.  He made business history four years ago with his product Traffic Secrets.  The sales letter, written by my friend copywriter extraordinaire Michel Fortin, brought in over $1 million in sales in 24 hours.  It was a first.

Well, Mr. Reese has not been asleep in the last four years.  I think he's probably always been ahead of the curve.  He's just launched a new promotion for his updated course Traffic Secrets 2.0.

See, the real players in Internet marketing agree you need to master two basic skills to do well:

1. writing effective sales copy

2. generating targeted traffic

So, if for no reason than to see what he's up to, let me suggest you check out John's video:

http://www.davidgarfinkel.com/secrets2.0

Come for the intrigue... and stay for the learning.  John teaches stuff that other people have used repeatedly to make money.

David Garfinkel
Publisher, World Copywriting Newsletter

My mouth is sewn shut, but I can tell you this much...

A number of people today asked me about the secret alliance between me, super-copywriter Million Dollar Mike Morgan, and Traffic Geyser co-creator Frank Sousa.

Hey, I'm sworn to secrecy on this project.  So I can't say much.  But, I can confirm:

a) that it's true -- we are doing something together (but I can't say what as of yet; why in a sec)

b) that it will look like a HUGE GIFT to many people who market products, services, and info-products, once it comes to fruition, which will be fairly soon

c) that it is going to offer a quantum improvement in a particular aspect of marketing, and even an eight-year-old could guess what it is.

I learned a long time ago to keep my mouth shut when partners have agreed to keep something as "secret."

But as a former (and historically, as a) journalist, I promise you that the moment the "gag order" is lifted, I will be out WAY before Messrs. Morgan and Sousa can even put fingers to keyboard to bring you the news of what it's all about.

Fair enough?

David Garfinkel
Publisher, World Copywriting Newsleter