How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

"It is my proposal to you that copywriting is, in fact, the most pivotal and essential business skill you can learn."

"Any [YOUR AUDIENCE] can [SOLVE THEIR PROBLEM] by using [YOUR PRODUCT], because [HOW IT SOLVES THE PROBLEM]."

"You must begin by identifying the person you are trying to reach with your message, understanding the problem that you are solving for them, and the pain that problem causes. The simplest, most effective way to do this is to describe the problem in great detail."

"So instead of simply writing that the buyer will receive “8 DVDs, each containing a 45-minute workout session,” you might instead write that they will receive “8 DVDs that each contain a body-sculpting, fat-burning transformational workout that will help you craft the lean, muscular body you really want.”"

"That’s how the pre-head works. It is a short sentence fragment designed to grab the reader’s initial attention. It works very well regardless of what your product might be."

"The lead sets the criteria for whom the letter is intended, and what they stand to gain by reading the rest of the copy. Think of the classic lead, which goes something like this: “If you’ve struggled to lose weight, if you’ve tried every diet imaginable, if you’ve taken every pill, if you’ve tried exercise routines, machines and personal coaches and you still haven’t taken the weight off; then you’re about to read the letter you’ve been waiting for all your life. Here’s why...”"

"Copy that converts at a high rate (i.e., makes a lot of sales) usually has a lot of bullets. Bullets are very powerful sales tools, and I’m going to urge you to use lots of them. That’s why we will spend an entire chapter on writing bullets and how it’s done. There are some very specific techniques that I think you’re going to find very helpful."