Pretend you’re in a seminar:

The next speaker comes on…

The audience is half full and no one is really paying attention.

The guy does his bit and goes off stage with very little fanfare.

Then the audience starts to fill up.

They’re here to listen to the next person.

He comes on, the crowd loves him and he goes off to the sound of rapturous applause.

But here’s the funny thing:

The first guy had far better material AND spoke better.

Plus they gave great advice and mentioned dozens of actionable tips.

Worst of all, the first speaker only got paid $10,000 while the second one got $100,000.

Why did this happen?

Was it their material, presentation skills or the seminar they spoke at?

No, what happened was that the second speaker had a bigger profile. You see, a lot of the time it comes down to WHO you are. For example, Richard Branson or Dan Kennedy get paid ten times as much as your average seminar speaker. That’s because speakers are a dime a dozen but there’s only ONE Richard Branson. The ugly truth is that WHO you are is far more important than WHAT you do.

What’s the solution?

Become famous or well known in your niche.

Work like a dog to boost your profile…

Get your name out there…

Publicize yourself…

And Build your brand…

Keep working on it and eventually you’ll be paid for WHO you are instead of WHAT you do.


Alastair Walton


Survivor is one of the most popular shows of all time.

After more than 40 seasons it still continues to entertain.

In my book the greatest winner was used car sales man Brian Heidik.

(From Survivor Thailand.)

What was really amazing about this guy was how effortless he made it look.

During one tribal council he said something that I’ll never forget.

I can’t remember the exact quote but it was something about how you have to, “Be the ice man.”

What he meant was that to win you can’t get too emotional. When times are tough you need to keep your cool and have ice in your veins. You cannot feel fear or any type of negative emotion or give into anxiety and neurosis. You have to be like a gunslinger crossed with a top gun pilot and focus exclusively on your goals while thinking only of success.

Most people can’t do this and it’s why they don’t get anywhere.

If you’re one of these people remember that fear recedes before facts.

The more you know the more confident you’ll be…

…so make sure to leave no stone unturned.

(In either business or life)

Bottom line?

Become the ice man and you might too have a shot at sole survivor.


Alastair Walton


One of the ways to create authority is to make everything you do seem effortless.

By cultivating the appearance of effortlessness you can create an aura of great authority.

(After all, it wouldn’t be so easy unless you were an absolute master.)

What you have to realize is that there’s an art to doing this.

The art is making a massive amount of boring, repetitive effort seem easy.

Whether it’s baking cakes or writing copy…

…it needs to seem as if you can create perfection in no time at all.

This is all an illusion of course:

Behind the scenes you may be sweating bullets. That’s why this seeming effortlessness takes years of deliberate practice. You need to practice until your performance seems completely natural and unpracticed. The more you do this the easier your task will actually become.

This will create immense value in your personal branding.

While your audience may know as much as you do, with you it all seems simple and easy.

They will start to look up to you as a leader.

You’ll also stand out amongst your competition.

This is something you can do no matter what type of business you’re in.

Whether you’re a lawyer or graphic designer.

Practice whatever it is you do until it all seems effortless.

Then display this effortlessness to your audience.

This is how you create the aura of great authority.


Alastair Walton


To be successful you have to become a marketing SNOB.

Here’s what I mean by that:

Scottish steel magnate Andrew Carnegie was one of the richest people who ever lived.

Was it because he worked harder?

Or knew more about steel than anyone else?


(According to sources he didn’t know how steel was made.)

The reason why he beat everyone else was because he was a marketing snob.

He was a salesman, marketer and deal master before he was a steel man.

The point is that in business NOTHING is more important than marketing.

That’s because NOTHING else makes you money.

Human resources doesn’t make you money.

Nor does your fancy headquarters in Palo Alto.

Or how long you’ve been in business.

No, all that’s important are marketing and sales

Those are the ONLY things that count and you should look down on everything else.

This is what it means to be a marketing snob.

Remember, the only way to be successful is to SELL.

This is the only thing that puts money in your pocket and keeps cash flow constant.

Nothing else really matters in the end.


Alastair Walton


Want to start your personal brand quickly?

We all know branding is THE most powerful marketing technique.

The world’s most valuable brands make BILLIONS.

But most people think branding is difficult.

They think it’s some mysterious thing and have no idea how to get started. But branding is actually very simple. The secret is that it’s all about getting your name in front of people. Every time you do this your brand gets a little bit stronger.

Corporations do this with advertising.

The spend billions on ad campaigns to build brands.

If you’re reading this it’s highly unlikely you have access to this type of money.

That being said, there are ways ordinary people can start building their brand.

The best way to do it is by selling products. When you sell a great product that really helps people they remember you. Do a good job and they will spread the word and literally become brand evangelists. If you’re not at this point yet the next best thing is emails and blogging.

For copywriters this is solid gold advice.

You should be blogging and sending emails as often as possible.

When you do this it also creates top of mind awareness.

Your name gets burned into people’s heads…

…and when they need a copywriter the first person they will think of is YOU.

While these tips might sound overly simplistic they really aren’t.

Remember, the best advice is often the most simple advice.


Alastair Walton


Back when I was a struggling newbie copywriter I used to work on content mills.

This was an unbelievably depressing and difficult time in my life.

To make any money at all I had to do an enormous amount of work every day.

Sometimes this would mean writing as many as 5000 or more words.

To survive this period I developed a few tricks for writing content at lightning speed.

The first of these was using writing formulas and templates.

One of my go to formulas was something commonly used by journalists. It’s one of the most basic formulas for developing powerful and persuasive content. Not only that, it will stop your copy from sounding boring and you can use it whenever you’re staring at a blank page.

This formula is known as the  5 Ws.

To use it you basically ask the questions WHO, WHAT, WHERE, WHY and HOW.

Think about these in the context of the topic or person you’re writing about.

For example:

WHO are you?

WHAT do you do for people?

WHEN did you get started?

WHERE do you work?

WHY do you do this?

These questions can be used as a checklist when writing anything. They make your writing richer, more real and make people feel a deeper sense of rapport and connection. With them you can rapidly come up with any type of content…

…and do it almost effortlessly.


Alastair Walton


Here are 10 of the worst mistakes people make when writing sales letters:

1. Bad headline.   

Your headline is the most important part of the sales letter. It should immediately attract attention and communicate the biggest benefit of your product or service.

2. Talking about themselves too much.

People don’t care about you or how long you’ve been in business. Talk about THEM and the benefits they will get out of your product.

3. Exaggerated claims.

Don’t make claims which seem outrageous. They feel untrue and you’ll lose credibility this way.

4. What’s in it for them?

Prospects have to know, “What’s in it for them” i.e. what benefits are they going to get from your product.

5. The offer is too confusing.

Your sales letter needs to make a really clear, easily understandable offer. When people are confused about what you’re selling they often do nothing.

6. Copy is too short.

Remember, the more you tell the more you sell. So include every benefit and mention everything you can about your products.

7. Use more subheads.

Using long paragraphs without subheads makes your copy harder to read. You need to have at least two or three subheads per page. Also make sure to keep your paragraphs and sentences short.

8. No testimonials.

Testimonials from happy customers should be included in every letter. These help to build your credibility.

9. No money back guarantee.

A money back guarantee will significantly increase sales and lower refunds. Not only that, the longer your refund the better. A 30 day refund is more effective than a 10 day.

10. No P.S.

The P.S. is often the second most read part of any sales letter. Never skip it!

Follow these tips and you sales will increase dramatically…


Alastair Walton


You’ve probably heard about the saga of We Work.

To cut a long story short this is a company which leases shared office space.

During their meteoric rise they managed to raise BILLIONS in funding.

Everything was going well and they were poised to launch on the NYSE.

Unfortunately this did not happen.

After releasing their public prospectus the company was heavily criticized.

Since then they have lost eye watering amounts of cash including $2 billion in 2018 alone.

They have also faced endless legal challenges and controversies.

But We Work is a strange company. What they do is extremely basic. They are essentially a middle man between people who want to let shared work spaces and landlords. There’s nothing special about them at all. But despite this they were able to receive enormous amounts of money and publicity.

The reason why this happened is simple:

We Work managed to get people to perceive them as a high tech startup company.

Investors saw them as the next Google, Facebook or Twitter.

This was mostly due to charismatic founder Andrew Neumann.

People say this guy has a mind boggling ability to blow smoke up your ass.

He was able to convince people that We Work was worth billions.

What’s the point of all this?

The point is that positioning is ultra-important in business and marketing.

You must think deeply about how you are positioned in the market.

And also how people perceive your business.

Bottom line:

POSITIONING is the difference between scraping by or making millions.

Figure it out before you do anything else.


Alastair Walton

THE 40 / 40 / 20 RULE

Who would you buy a bodybuilding product from:

Arnold Schwarzenegger or some random douchebag down at the gym?

The answer should be obvious…

Now here’s something else to think about.

Mr. Douchebag could spend years sweating over his sales letter…

He could memorize dozens of copywriting formulas…

…and learn every single trick in the book.

But the fact is that Arnold would outsell him with just a few lines of badly written copy.

Here’s the point I’m trying to make:

Most people have the wrong idea when it comes to copywriting.

They think it’s some all-powerful tool that can create sales on its own.

That all they need to do is study the dark arts of copy and become the ultimate bad ass.

Sadly that’s not the case and this is where the 40 / 40 / 20 rule comes in.

You see, success comes down to 3 things.

The market, the product and then the marketing.

In this equation 40% is the market, 40% is the product and only 20% is the marketing.

Only when these things are properly combined can copy produce sales.

For example, a person who is famous or well known in the market will outsell anyone else.

(Even if they have terrible copy.)

Yes copy is important.

But a ravenous market, world beating product and savvy marketing are far more important.

Only when these three elements are perfectly combined can copy produce fortunes.


Alastair Walton