Looking for a simple way to attract more clients?

It’s called the busy Doctor theory.

You see, would you rather go to a Doctor with a full or empty waiting room?

I think you know the answer.

The point is that you should never be too available.

Clients are attracted to service providers who already seem busy.

So act as if you’ve got a million things going on.

As if business is booming…

….and you couldn’t possibly handle another client.

(Even if you’ve spent days staring at the telephone.)


Alastair Walton


Can you make more money by losing money?

Believe it or not this is possible.

You see, most people don’t understand that direct marketing is a maths game.

By knowing your numbers you can get very creative.

A good example of this is when you’re selling a front end product.

The purpose of your front end shouldn’t be to make any money at all.

Instead you want to LOSE money.

You do this by selling a cheap front end product and advertising it as much as possible.

This way you can make far more sales and grow your list quickly.

(You’re basically buying as many customers as possible.)

Once this is done only THEN do you start making things up on the back end.

This is a risky strategy.

To carry it out successfully you need to know your numbers…down to the very wire.

You need to know if you’re actually going to make things up on the back end.

If you don’t it’s possible to lose a LOT of money.

This idea is simple but powerful.

It’s something that a lot of people don’t understand.

But if done correctly it allows you to get maximum yield from your advertising campaigns…

…and also gives you an overwhelming advantage against your competition.


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


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.




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.


Here’s a simple idea for marketing your business:

(This works particularly well if you’re selling physical products or services.)

What you do is write a free, “Consumer awareness report” about whatever it is you’re selling.

In this report you put everything that the consumer would need to know about your product or service. For example, if you’re selling high end sound systems you can write a report explaining the difference between a good and bad system. Basically you write down everything someone would need to know if they were going to go out and buy one today.

This idea works really well when done right.

It’s a great example of educational marketing

(Where you promote your products by educating the consumer about what you’re selling.)

A consumer awareness guide also allows you to position yourself in the market place.

You’re someone who tries to help people rather than a money grubbing salesman.

Bottom line:

People always want to know if they are spending their money wisely or getting ripped off?

A consumer awareness report helps them answer this question.


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


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


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

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