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!)


Alastair Walton


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.


Alastair Walton


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


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.


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?




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.




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.


Alastair Walton.


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.



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.


Why do gangsters wear bling:

Is it because they enjoy the feeling of golden chains around their neck…

….or because they like the way it looks?

The reason why is a lot simpler.

Bling is, “Evidence of wealth.”

It’s basically advertising and proof they have money and can run a successful enterprise.

(After all, you wouldn’t want to join a gang that isn’t RICH, would you?)

Proof is also what I want to talk about today.

You see, in marketing proof is paramount.

The first step is always to prove that your product does what you claim.

Without proof no one will ever buy.

There are dozens of ways to do this.

The easiest is to get into the media. Appearing in newspapers, magazines, or on TV and the radio provides instantly credibility and proof. Just mention that you’ve been interviewed by this or that outlet and people will believe whatever you say. I mean if it was in the newspaper it must be true, right? Then you have scientific studies, testimonials, and also before and after examples. Celebrity endorsements are great if you can get them and so is a world class guarantee.

But probably the best form of proof is demonstrating the product.

Old school salesmen relied exclusively on demonstration.

(Think about those classic Billy Mays adverts.)

All of these will help to prove your claims.

Remember, proof is paramount.

At the end of the day it’s not about your traffic, affiliates or connections.

You first need to make people believe 100% in what you’re saying.

If you can do that they will fight to give you money.


Alastair Walton


The other day I was on a message board for freelance writers.

Someone asked a really great question:

Basically this person had a PhD. In Biochemistry.

They wanted to know if they should tell this to prospective clients.

Would it make a difference in them being hired?

The answer is yes and no.

You see, your credentials and qualifications don’t actually mean anything to most people.

Clients don’t care about your education or the rewards you’ve received.

What they care about is the RESULTS those qualifications are going to get them.

That being said, you don’t have to stay quiet about what you’ve achieved.

Instead, you have to present your credentials in the right way.

Realize they’re features and features are benefits.

What you need to do is frame them in a way that provides benefits to your client.

You do this by:

1. Writing them down.

2. Putting them in context and telling clients how the credentials benefit them.

3. Figuring out what type of clients you want.

4. Displaying credentials that appeal to the type of client you’d most like to attract.

For example:

Let’s say you’re a real estate agent and you’ve won an award for sales.

Don’t tell clients this directly.

Frame it in a way that lets them know the award was given for selling the most houses.

Therefore you should be able to quickly sell their house.

Bottom line?

Clients don’t want to know about your degrees and achievements.

They want to know what you’ve done for other clients.

And more importantly what you can do for THEM.

That’s it for now.


Alastair Walton