If you’ve ever tried to hire a world class copywriter you’ll know they charge through the nose.

But have you ever wondered why they charge so much?

It’s simple.

You see, copywriting is the art (And science) of writing adverts.

More specifically, it’s the art of writing direct response advertising.

With this type of advertising you can measure your response.

By response I mean the number of people who read your ad and buy the product.

What this also means is that you can measure your ROI.

Here’s an example that illustrates this:

Say you have a product with a price tag of $47.

You spend $500 on advertising.

Your ad costs $1000.

1000 people see this ad and 5% respond.

This works out to 50 people which means you make $2350.

Ultimately this means you spent $1500 to generate $850.

At this point you can scale things up, run the ad again and make a fortune.

The fact is that winning sales letters can turn a profit year after year after year.

This is why you need to STOP seeing copywriting as an expense.

Instead you need to start looking at it as an investment which can pay dividends for decades.

Good copywriters know this, which is why they charge so much.

Here’s an even better way to illustrate this idea:

If I gave you $10 for every $8 you gave me, how fast would you give me those bills?

Something to think about.


Alastair Walton


People are always looking for answers.

They want to know what the next step is:

What font should the headline on their sales letter be…

What’s the latest technique for getting traffic…

How do they handle clients…

The entire marketing advice industry is built on helping people figure this stuff out.

But here’s what you need to realize.

The answer to all your questions is that there is no answer.

Things are never black or white they are shades of grey.

Which is why you need to experiment.

Experimentation is how you discover untapped resources nobody knows about. The faster you experiment the faster you’ll be successful. People at the top are constantly doing this and it’s why they are at the top.

Unfortunately most marketers are terrified of experimenting.

They sit around and wait to be spoon fed answers.

But this is something you cannot afford to do.

You have to experiment.

Bottom line:

Get out there, experiment, fail fast and LEARN from those mistakes.


Alastair Walton


When I started out in this business I had big dreams.

I wanted to be one of those A-list, celebrity copywriters.

You know what I’m talking about don’t you?

The type who write those long ass sales letters that bring in millions.

But after about a year of freelancing I gave up on this dream.

You see, most copywriters think that to make the big bucks they have to write long copy.

They hear about people being paid $5,000, $7,000 even $10,000 per job and think WOW!

But what you have to realize is this:

These types of jobs have a number of drawbacks. The biggest is that there are a very few of them available. It’s like being a high school quarterback who wants to play for the NFL. While this is a worthy goal the reality is that only a handful of people go pro. It’s also a lot of stress and the stakes are sky high.  

What you should rather focus on is writing short copy.

Things like amazon listings, pay per click ads, emails, slogans, radio commercials, press releases, print ads and other types of short copy.

With these jobs you can work a few hours a day and still make an absolute fortune.

Yes long copy might pay more.

But those assignments are also thousands of words long and can take weeks to complete.

By the time you’re done you might end up earning less than a dollar a word.

On the other hand you can make a much as $250 writing a Facebook ad in only a few minutes.

Bottom line:

Writing short copy is a lot more profitable.

It allows you to quadruple your income while making work a lot easier.

Plus you can finish more jobs faster.


Alastair Walton



In the dictionary this word is defined as…

The fact of surpassing all others, superiority.

If you’re serious about succeeding in business this is something to keep in mind.

In fact, marketing guru Jay Abraham talks about the, “Strategy of Pre-eminence.”

What he means by this is that you must have empathy for your customers.

Not only that, you need to understand them on a very deep level.

The reason why this is important is because these days people have very little trust.

(Especially for someone trying to sell something.)

This is because most have been ripped off  or exploited at least once in their lives.

Therefore they are reluctant to part with their hard earned money.

Due to this you need to take a leadership position.

This needs to happen in the context of providing customers with solutions and answers.

Do this and you become a trusted advisor instead of just another salesman.

The truth is that people WANT to be lead.

But what they want is a leader who puts their best interests at heart.

Understand that very few people have a clear idea of what they want.

They lack the focus and clarity needed to solve their problems.

It’s your job to give them this clarity.

As I said, most people have been screwed over at least once in their lives.

They’re tired of being lied to, cheated and manipulated.

If you can position yourself as the person who has their best interests at heart, and is willing to put themselves on the line by telling them the truth of the situation, instead of going straight for their wallet…well…this creates an enormous amount of trust and confidence in you. But first you have to give them the clarified focus which makes this happen.

To do that you must understand and be able to identify with your customers on a deep level.

This means knowing the feelings, hopes and anxieties of your target market.

Only by doing that can you figure out how best to serve them.


Alastair Walton


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


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