WHY ONE IS THE MOST DANGEROUS NUMBER IN BUSINESS

ONE is the most dangerous number in business.

You see, so many people rely on one thing to make their business work.

One client.

One platform

One source of traffic.

The reason why this is so dangerous is because you never know what’s going to happen.

What’s working today might go down in flames tomorrow.

(Taking your business with it).

This is especially true these days where even the slightest misstep can get your nuked.

A good example of this are YouTube stars.

There are countless examples of people who were house hold names but are now all but forgotten. Who got a million views per video and now struggle to break a thousand. They relied entirely on YouTube and the almighty algorithm and it wound up biting them in the ass. If they had developed an alternative revenue source (other than selling T-Shirts) then maybe they would have been okay, but no.

Even investing their YouTube bucks would have helped.

Or something as simple as building an email list.

Build an email list and you won’t have to rely on the algorithm promoting your channel.

Just send out an email blast whenever you have a new video.

The bottom line is that you should ALWAYS have at least one backup.

Not only that, you should continuously search for NEW backups.

Cheers,

Alastair Walton

P.S. One is the most dangerous number in business. Never rely on one thing. One client. One platform. One product. Something will go wrong. Diversify as much as you can. It could mean the difference between success and failure.

THE SECRET WEAPON FOR GETTING COPYWRITING CLIENTS

There’s a secret weapon for getting copywriting clients.

Very few copywriters know about this let alone use it.

You see, before hiring you clients will want to see copy that you’ve written.

Not only that, they’ll want to see that you’ve written copy which actually converts.

If you can’t do this getting hired can be an uphill battle.

For most copywriters this can be difficult.

Especially if you’re just starting out.

The simple solution is to start selling your own products.

To do this you’ll obviously have to write a sales letter and other copy.

If you can show this to prospective clients you’re WAY more likely to get hired.

(The trick is that your copy actually has to convert and make sales).

This really works:

I sold products long before I started freelance copywriting.

During this period I wrote multiple sales letters to sell these products.

When people wanted to hire me I simply showed them this work.

This was the reason why I got hired far more often than other copywriters.

Selling your own products demonstrates that you actually know what you’re doing.

That you can write copy that converts and understand how to market products.

99% of copywriters won’t do this.

It takes hard work and effort.

Plus you actually have to know how to write copy.

But if you’re willing to put in the work you’ll immediately set yourself apart from the crowd.

You’ll also be one step ahead of every other dork who calls themselves a copywriter.

Something to think about:

Cheers,

Alastair Walton

P.S. The secret weapon for getting copywriting clients is selling your own products. To do this you’ll have to write copy for these products. If this copy converts, and you can show it to prospective clients, you are vastly more likely to get hired.

IS JEFF BEZOS EVIL?

It goes without saying that a LOT of people don’t like Jeff Bezos.

Spend any time on the internet and you’ll inevitably come across people whining about him.

Then you have politicians and others who want to tax and, “Redistribute” his wealth.

(All in the name of supposed fairness and, “Justice.”)

He’s even been described as a, “Super Villain.”

But is any of this justified?

Hell no.

You see, here’s what these people don’t understand:

The guy is actually underpaid!

You see, Jeff Bezos directly or indirectly creates wealth for millions of people. On a basic level this includes the people who sell products through Amazon and the manufacturers of those products. Then you have the people who work for those people and the people who work for them. There is an entire industry surrounding Amazon which most people don’t realize exists. Speaking for myself I’ve written hundreds of descriptions for Amazon products and made plenty of money doing so.

The fact is that the haters are simply jealous.

Is Jeff Bezos evil?

Absolutely not.

End of lecture.

Cheers,

Alastair Walton

P.S. Here’s another example: people used to complain about how much Michael Jordon got paid. But what they didn’t realize is that relative to his existence he was actually one of the most underpaid players. Think about it: he created an entire industry which included shoe, ticket, food, and clothing sales plus television viewership, and much, much more – none of which he actually got paid for.

THE LAW AND ORDER TECHNIQUE FOR EARNING MORE WITH PRODUCT LAUNCHES

How do big time info product marketers make 7 or more figures per year?

They use something called the “Law and order” technique.

If you’ve watched this show you’ll remember that new cast members were constantly being introduced. But there’s a reason for that. You see, the problem with shows like Friends is that eventually the actors become very important (which is how the cast of Friends wound up getting millions per episode).

Law and Order is different.

None of the actors are irreplaceable.

Which is why this show has been on TV for decades.

Now, here’s the point:

It goes without saying that a $2997 info product will make more money than a $47 product.

The problem is that selling your product at that price point requires a, “figure head.”

You basically need an, “expert” behind the product.

A good example of this is Jeff Walkers Product Launch Formula.

But there’s a BIG problem with this system.

If you want to make 7 figures a year you’re going to have to do a LOT of launches.

This is difficult to do with one person.

The solution is to use the Law and Order technique.

You get in a bunch of, “Experts” and they do the launches.

This method is used in many niches.

The best example is the golf niche.

There are companies out there who sell millions of dollars-worth of golf courses every year.

(Stuff like how to improve your swing or whatever).

These companies will hire a pro, create a course and launch with his name attached to it.

A couple of weeks or months later they get in another guy and repeat the process.

Companies that sell financial newsletters do this as well.

In fact, a while back I worked for a guy in the Forex niche who employed four of these experts.

He would constantly rotate between these guys and do launches every 1-2 months.

Each of these experts was paid a flat fee and commission for their trouble.

Using them the owner of this company could do dozens of launches…

…and made well over 7 figures a year.

Not only that, if these guys ever gave him a hard time or asked for more money…

…he would replace them in a flash.

Cheers,

Alastair Walton

WHY YOU SHOULD NEVER HIRE A COPYWRITER

This might sound like I’m shooting myself in the foot.

(After all, the point of writing this is so that you’ll hire me).

But the truth is that a lot of people are far better off writing copy themselves.

You see, the fact is that no one knows more about your product than you do.

Not only that, you probably know an awful lot about the market you’re selling to.

What this means is that often the best person to write the copy is YOU.

This being said, there are times when you SHOULD hire a copywriter.

One of these times is if you know absolutely nothing about writing copy.

Another is when you really don’t have time to write copy.

A third is if you want to split test your copy.

If you ever reach the point where you’re in the money zone and have maxed out conversions. Where you simply cannot find a way to improve the copy…well…that’s the point where you might want to bring in a fresh set of eyes. In that case, consider hiring someone who can approach the project from a new angle. Someone who can say something different about your product which you haven’t thought of before.

Get the person to write a sales letter and then split test it against yours.

They might end up doing better than you.

Who knows?

More tomorrow:

Cheers,

Alastair Walton

THE SECRET TO MAKING CONTENT GO VIRAL

I read a fascinating book the other day:

It’s called, “Hit Makers: How to Succeed in an age of Distraction” by a guy called Derek Thompson.

According to him, there’s no such thing as, “going viral.”

For example, researchers at Yahoo found that 90% of content didn’t spread at all.

The majority of what you see on the internet does not go far beyond its original source.

Instead, the reason why some things spread is because of what he calls, “broadcasting.”

This basically means that a piece of content was featured in a major media outlet.

Sharing has nothing to do with it.

A good example of this is if your content makes the front page of Reddit.

In this case it will probably be seen by millions of people.  

THIS is how you go viral.

And while this flies in the face of conventional wisdom it does make sense.

The second secret is that your content needs to have what Derek calls, “a familiar surprise.”

This means it needs to be familiar but have a twist or fresh perspective.

What can you learn from this?

First, create content which resonates with your audience.

Next, get this content published where millions of people can see it.

Bottom line:

Going viral has no meaning.

The reason why something becomes popular is often because people SAY it’s popular.

Cheers,

Alastair Walton

THE #1 THING THAT COPYWRITERS HATE

What’s the most irritating thing a client can do?

Promise work that doesn’t exist.

This was something I noticed when I first started freelance copywriting.

About 70% of clients would promise future work.

The line was always something like…

“If this goes well I have more work for you.”

“I want to work with someone long term.”

Or something to that effect.

The funny thing is that almost none of this so called work materialized. After a while I stopped replying to people who said things like this. If they mentioned future work I would immediately tune out and slot them into the not serious category. The reason why clients do this is basically to manipulate you. They dangle the prospect of future work in front of desperate writers to get them to jump through hoops (BTW, in psychology this is known as a future adventures projection. You tell people something great is going to happen to get them excited.)

It’s the type of sleazy trick that people like pick up artists use.

If you do this do you think I’m going to want to work with you?

Probably not.

Most clients believe they’re in a buyers-market and can jerk writers around. But the truth is that finding someone who makes deadlines 100% of the time, and can actually write is harder than it seems. So make sure to treat your writers like gold.

If you’re a copywriter avoid people like this.

And if you’re trying to hire copywriters don’t ever do it.

It’s the easiest way to get yourself written off as a time waster.

Bottom line:

Don’t promise future work and avoid making promises you can’t keep.

Cheers,

Alastair Walton

HOW TO JV WITH HARD TO REACH A-LIST MARKETERS

Want to know how to get the attention of A-List marketers?

(The type of you wish you could JV with.)

Having worked with a number of these people over the years I can tell you one thing…

They usually get 100’s of JV offers every single day.

If you want to stand out you need to do things differently.

So what’s the secret?

Buying their products.

You see, buying their stuff gives you an excuse to make contact.

If you’re one of their customers they’re going to answer your messages, believe me.

And what do marketers love more than anything else?

Testimonials!

So start off by telling them how much you loved their product.

Be specific and make them feel important.

Tell them exactly what you liked.

Once you’ve done that, continue communicating with them.

If you can buy more of their stuff.

Eventually they will recognize your name in their inbox.

Only at that point do you tell them about your product and ask if they want to work together.

Is this easy?

Hell no!

It can be a long, difficult and expensive process.

But if you’re willing to put in the effort it could be worth a six figure deal.

Cheers,

Alastair Walton

P.S. Want to get the attention of A-List marketers? It’s simple. Just BUY their products. This way they will be FORCED to communicate with you.

WHY YOU SHOULD WRITE DAILY BLOG POSTS (EVEN IF NO ONE READS THEM)

Let’s talk about copywriting and how to improve your skills.

Anyone who sells products or services online will know that marketing is paramount.

Your business will die unless you have a continuous flow of leads, clients and sales.

That’s why mastering the skill of writing copy that converts is absolutely critical.

The better you are at copywriting the more money you will make.

That’s a guaranteed fact.

If you’re struggling with this my advice is to start a blog.

Try to write at least one post a day.

(Even if no one reads them)

It doesn’t have to be long 200-300 words is more than enough.

You see, one of the easiest ways to get good at something is to do it every day. Writing daily blog posts gives you a chance to practice and internalize various copywriting techniques. Your blog is like a lab where you get to experiment and play around. You can practice everything: stories, headlines, transitions, your P.S.

The sky’s the limit.

Once you get into the habit of doing this you’ll find yourself rapidly improving.

Writing a daily blog also means you have to come up with new ideas every single day.

Doing this will train your creative ability.

“Writers block” will become a thing of the past.

You’ll dramatically increase the speed at which you write copy.

One more thing:

A copywriting blog is hands down the best marketing tool for copywriters

You wouldn’t believe how many people have hired me after reading my blog.

It really works like magic.

Start today.

Cheers,

Alastair Walton

P.S. Another benefit of writing daily blog posts is that you can repurpose them into other content. Your blog posts can be turned into emails, social media posts and even products eventually.

AN EASY WAY TO MAKE YOUR COPY MORE POWERFUL

Want an easy way to make your copy more powerful?

Here you go:

Reading copy out aloud can dramatically increase the quality of your work.

Every time you do it you’ll find something to change.

You’ll pick up on mistakes you otherwise wouldn’t have noticed.

Plus it makes everything smoother and easier to read.

Reading copy out aloud also gives you a completely different perspective on it.

This technique works like magic and it’s something that every copywriter should do.

How many times should you read it out?

At least ten.

It’s usually by the tenth time that the copy really starts to click.

Yes, this is hard and takes a while but it’s worth it.

And if it can increase sales then it’s DEFINITELY worth it.

Give it a whirl and see what happens.

Cheers,

Alastair Walton

P.S. What’s also interesting is that old school copywriters swore by this technique. In fact, what they would often do was take an in person sales pitch (something that had been used 100’s of times to make sales in real life) and simply transcribe this and edit it into copy. Supposedly this was one of the most effective ways to write sales copy. It’s also the secret behind some of the most powerful sales letters ever written.