SHOULD YOU WRITE OUT SALES LETTERS BY HAND?

Want to get good at writing copy fast?

The easiest way to do this is by writing out sales letters by hand.

This is something I used to do religiously every day of the week.

In fact, I did it for years.

What you’ll notice after writing out a letter by someone like say, Gary Halbert, is that anything you write afterwards will sort of sound like him. Another thing is that writing out ads  gives you a far deeper look into them. You get to see under the hood so to speak. Plus it gives you a kind of, “Neurological imprint” for writing A-Grade copy.

But there’s one mistake which a lot of people make when doing this.

They write out the wrong type of ads.

You see, what you need to do is stick to offline ads by world class copywriters.

The reason for this simple:

Online ads are not nearly as good. On the internet you can get away with a lot that you just can’t in the real world. What’s more, running ads online is, in most cases, almost completely free. This makes writing out online ads a total waste of time, and actually counterproductive.

Now compare this to old school direct mail and space ads.

These cost huge amounts of money to run.

(They even cost money just to test)

Meaning they had to be vastly better than the stuff you see on the internet.

Bottom line:

Writing out ads is the fastest way to get good at writing copy.

But stick to the classic stuff and avoid online ads.

Cheers,

Alastair Walton

WHY YOU SHOULD EMAIL YOUR LIST EVERY SINGLE DAY

Something I’m often asked is this:

How often should you email your list.

The answer is every single day.

There’s a simple reason for this.

Emailing daily creates a far DEEPER bond with your audience than let’s say, emailing once a week or month. Think about it like this: Who are you closer to someone you see every day or once a month?

Here’s something else you should realize:

Most people get a LOT of emails.

So by mailing every day you greatly increase the chances that your messages will actually be seen.

One more thing…

When you send daily emails the secret to getting read is keeping them short.

Your emails shouldn’t be long.

Keep them short, easy to read and to the point.

That way people will always be eager to open up your messages.

(Emails which are a chore to read just get deleted.)

Bottom line:

Send daily emails and keep them short.

Cheers,

Alastair Walton

WHAT SCIENTOLOGY CAN TEACH YOU ABOUT COPYWRITING

You have to agree that Scientology is a truly fascinating subject.

It’s amazing how one man managed to build a billion dollar cult, persuade thousands of gullible people to follow him and get away with it. And despite what you may think about scientology founder L Ron Hubbard, the guy was a genius.

(Especially from a marketing perspective)

But there’s a good reason why he was so, “Successful.”

And it’s a lesson copywriters should take to heart.

You see, Hubbard started out writing sci-fi stories for a penny a word.

As you can imagine he was dirt poor and struggled financially.

Everything changed when he wrote the first Scientology manual called Dianetics.

This book was a wild success, built his cult and made him rich. And after that book came hundreds of others plus seminars, courses and services like auditing (Most of which he sold through mailing lists.) The point I’m trying to make is that he only found success when he started selling his own products…

…instead of making other people rich.  

And so should you.

Don’t waste your time chasing clients and writing for a penny a word.

Creating and selling your own products is a far better option.

Especially if you want to get RICH.

Cheers,

Alastair Walton

HOW TO GET A 50% CONVERSION RATE

You’ve probably heard about people who get sky high conversion rates.

I’m talking mind boggling figures like 10%, 20% or even 50%

So how do you hit incredible numbers like this?

Is it your price point, your copy or having an amazing grand slam product?

Yes, all of these things count and play an important role.

But what’s equally or even more important than all of that are your LEADS.

Think about it:

If you were selling bottled water to people crawling out of the desert what do you think your conversion rates would be?

(Probably about a 100%)

The point I’m trying to make is when selling anything your LEADS are vitally important.

So what type of person makes the ultimate lead?

Ideally you want someone who has money to spend. Who has bought something similar to what you’re selling…and has done so within 90 days. Most importantly you want someone who is DESPERATE for what you have to offer. For example, there are 100’s of ways to promote your products from newspaper ads to online banners.

But in the world of direct marketing the most commonly used method is mailing lists.

As long as you send the right offer to the right list you’re almost guaranteed success.

Alternatively, if you send the wrong offer to the wrong list your campaign will BOMB.

Bottom line:

Before doing anything else pay attention to your LEADS.

(And make sure they are GOLDEN!)

Cheers,

Alastair Walton

HOW TO BUILD A BILLION DOLLAR MAKE UP BRAND

One of the most powerful marketing tools is FAME.

I learnt this from an old school copywriter.

This guy had masters level savvy when it came to marketing.

He discovered that slapping a celebrities face onto your ad would boost sales tenfold.

It didn’t matter what you were selling or how minor the star.

It WORKED like voodoo.

You see this today with someone like Kylie Jenner.

Her cosmetics brand is worth billions of dollars.

But people don’t buy her makeup because it’s good (In fact, I hear it’s not that great.)

They buy it because of her star power.

If it wasn’t her selling it no one would care.

This is something you need to do in your own marketing.

You need to become famous in your niche or industry. You have to make people love, worship and adore you. This is 90% of the hard work. When you achieve fame it doesn’t matter how bad your marketing is. Get people to follow you like a zombie cult member and they will buy anything you sell. You won’t need magic sales letters or videos.

So how do you become famous?

Start by getting your name out there.

Use social media, YouTube, blogging, email everything.

Channel these followers to your site and sell them products.

Once you’ve sold enough products you’ll start to develop star power.

You can then parlay that into bigger things and from there the sky is the limit.

Cheers,

Alastair Walton

WHAT “THE CUSTOMER IS ALWAYS RIGHT” ACTUALLY MEANS

You’ve probably heard of the phrase, “The customer is always right.”

Believe it or not, this is actually one of the biggest myths in business.

You see, most customers think this gives them license to make demands.

They think it gives them certain entitlements because hey, the customer is always right.

In reality this concept is actually about YOU not them.

What it means is that you need to provide the customer with what THEY want.

Not what you THINK they want.

For example, if your customers want hamburgers, don’t try and sell them hotdogs.

If you do that you’re not going to get anywhere.

This brings me to my second point.

One of the greatest marketing lessons I ever learnt was this:

Demand is channeled NOT created.

What this basically means is that you cannot create a desire for a certain product.

You can only capture pre-existing desires.

If you’ve discovered the market wants hamburgers, do you open up a hotdog stand?

No, you give them hamburgers.

Bottom line:

Give people what they really want.

Instead of what you THINK they want.

Once you’ve figured this out create products that fulfill these pre-existing desires.

Do that and half the battle is won.

Until next time.

Alastair Walton

THE #1 REASON WHY TRUMP BECAME PRESIDENT

Love him or hate him there’s a lot you can learn from Donald trump.

The #1 thing you should pay attention to is his shameless self-promotion.

Whether it’s appearing in moves or pizza hut adverts, he’s spent decades getting his name out there.

The reason why he does this is simple.

FAME.

You see, Donald Trump is what you’d call a, “Famous businessman.”

More than anything else, being famous is what made him money.

Fame attracts opportunities he just wouldn’t get otherwise. Like highly lucrative business deals or hosting the Apprentice. Fame also gives him credibility. I mean if Donald Trump is getting interviewed on Letterman he must know a thing or two, right?

And it seems to have paid off handsomely for him.

But you can also exploit this.

The formula is simple.

Be a shameless self-promoter, get your name out there, become a celebrity and PROFIT.

Will you be president one day?

Who knows maybe.

But believe me, when people in your community want to do business…

…you’ll be the first person they think of.

See how that works?

Cheers,

Alastair

WHY ACTORS SUPPORT CHARITIES

As I’m sure you know everything in Hollywood is fake:

If you read the Wikipedia page of any actor you might notice something…

They all seem support some or other charity. 

Why do they do this is?

Is it because actors want to, “Give back…”

No, the reason why they do this is mostly for publicity. It’s basically to boost their public image as a good person. It’s one of the secrets to becoming a powerful A-list celebrity and part of the business of being a movie star. The point I’m trying to make is that you shouldn’t trust people who seem too nice.

People who seem perfect usually aren’t.

Even worse they are often hiding something.

For example, I was going to work for a guy who wanted me to write blog posts. To do this I had to read through his blog. What I immediately noticed was that he went on and on about what a good person he was. How he supported this or that charity and how much he loved his wife and kids and all that. But in the end he turned out to be a complete scum bag. He basically took my posts and used them and never paid me a cent.

(Oh well lesson learnt get the money upfront.)

What does this have to do with copywriting?

There’s a technique known as, “Admitting to a damaging flaw.”

You basically want to reveal that your product or service isn’t perfect.

Doing this makes you seem more human and relatable and strengthens belief.

It’s something you should do in every piece of copy you write.

Remember, perfect is boring and totally unbelievable.

Cheers,

Alastair

HOW TO MAKE MORE MONEY DOING LESS WORK

Listen up:

Want to make more money doing less work?

Imagine you’ve been contracted to supply a village with water.

You have two options for doing this:

1. A bucket system where you carry water back and forth between the well and the village.

2. A pipeline which you use to transport the water.

While it may seem simpler and easier to use buckets, it won’t be for long. You see, carrying buckets is a major hassle plus it’s inefficient, tiring and stressful. On the other hand, building a pipeline may be harder but ultimately it’s the fastest way to get the water from A to B. Even better, you only have to build it once and the water flows all day long.

What’s the point of this story?

Don’t be the guy who has to sweat carrying buckets.

Figure out how to build a pipeline in your business.

Here’s a real world example of this:

The other day I read an article about Howard Hughes. This guy started off in business when he inherited his dads drill bit company. His father had invented something called the two cone roller bit. This allowed oil drilling in previously inaccessible places.

When Howard took over the company he did something incredible.

Instead of selling this specialized drill bit to oil companies he began licensing it to them.

By doing this he was able to become a multimillionaire in only a couple of months.

That is the difference between buckets and pipelines.

Cheers,

Alastair Walton.

WHAT ELON MUSK CAN TEACH YOU ABOUT VIRAL MARKETING

Elon Musk is widely regarded as a genius.

But did you know he’s also a viral marketing genius.

The best example of this was his unveiling of Tesla’s Cyber Truck. You see, this truck was described as being made from unbreakable space age materials. In order to demonstrate this one of his engineers threw a steel ball at it.

What happened next shocked everyone.

Instead of bouncing off harmlessly the ball shattered a window.

Musk would later send out a tweet claiming this was unintentional.

But anyone who works in marketing will know this was no accident (Presentations like these are planned with military precision and nothing happens by accident.) As soon as this happened millions of people tweeted about it. What’s more, thousands of articles were written online and in newspapers. Plus clips of the incident appeared all over the internet and attracted enormous amounts of media attention.

In that moment, the Tesla Cyber Truck had gone viral.

Within seconds Elon Musk was able to get billions of dollars of publicity for nothing.

Five days later more than 250,000 per-orders had been placed.

Maybe I’m just paranoid and it was actually an accident.

But regardless of what you think: This is the type of thinking that fuels viral marketing campaigns…

…and these are the types of ideas you need for success.

Cheers,

Alastair

P.S. Did you know that Musk even went one step further to monetize this event? Soon afterwards he started selling limited edition T-Shirts which made fun of the accident. Not only were these shirts great advertising, they also cost a whopping $45 and sold out in hours.