There truly is nothing more powerful, in my opinion, than the advice I am about to give you on copywriting. Everything else that you do revolves around this. Everything else is to obtain this one certain thing.

Some people truly grasp it. They simply get it – something "clicks" in their minds – and their copy changes forever.

Others struggle with this – and never quite get a grip on it. They may still write decent copy, but it's always missing that one crucial element…

Show. That. You. Get. It.

That's it. That's all there is to it. Show that you understand. Show that you get it – that you get what your reader is thinking, feeling, and experiencing.

That is the most powerful piece of advice I could ever offer you. Forget rules, forget benefits and features, forget it all… If nothing else – just do this. And you'll do alright.

No – you'll do great.

You might be a bit confused right now. That's alright. I'm going to explain it very, very clearly for you.

Pretend in New York City, New York there was a real estate convention. Agents from all over the country got together to learn from each other, share secrets, swap stories, network, expand, and just sit around and chat. 

In walk two fellows. 

Both carry briefcases, and wear khaki suits, and brown shoes. You see them periodically stop and talk to some of the other agents. They walk separately, yet they have something in common. Whoever they're talking to, they'll open their briefcases up, pull out some papers, show them to the person in front of them – and then that person will nod their head "yes" or "no". If they nod "no" – the briefcase men pack up and move on to the next person.

Ah, of course – they're salesmen! And they're pitching something to the real estate agents.

However, one is getting a heck of a lot more yes's than the other. Why could that be?

Out of curiosity, you inch closer. You stand near the first man, and listen to his pitch. Maybe you'll get it if it sounds good. But something is off…

His language is all wrong. His stories don't add up. Wait a sec… Has this guy ever sold a house in his life? And now he's going around selling a course on how to get more real estate business?

It becomes obvious why everyone nods their heads "no" to that guy.

And then you come closer to the second man.

He's natural and fluid in his speech. His guest looks at him with keen interest. He tells stories about houses he's sold – and the stresses that comes with them. He shares stories about his failures and successes. And whoever he's talking to nods along to everything he says, and repeats after each story…

"Oh, I know how that is! Happened to me just last week!"

It's obvious this guy knows his stuff. He knows the lingo. He knows the stories. He knows the tone of voice that works. 

In short – he gets it.

He truly knows what kinds of problems other agents have – and what it takes to overcome them.

He's selling his course like hot cakes!

In fact, you're considering to buy it yourself -

and he hasn't even spoken with you!

Are you getting a glimpse now into what I'm really talking about?

Are you starting to see the power of this idea? And how revolutionary it could be for you and your business?

Testimonials… Irresistible offers… Pretty designs… All of that comes second to showing that you truly understand what your prospect wants and needs. What they're going through – and that you're in the trenches right alongside them. 

People who experience the same problems have a sense of comradery with each other. Be their comrade! Jump into the storm with them, and lead them out! Toss them a rope and pull'em to shore. 

And be sincere and genuine. I know these days it's not as popular to be compassionate and sincere…

… But in copy, it works.

Give it a try. You'll see.

Till next time,
David

In my observation – after a good number of years in the copywriting game -

I've noticed two approaches to learning.

One of them is wrong. One of them is right.

One promises quick riches. One promises profound growth as a writer.

Guess which one appeals to the majority? 

Quick riches, as nice as they sound, are just that – quick riches. Even if you obtain them – they're so quick they leave before you know it. And then, you don't have the foundation required to get them back.

However, if you have a powerful understanding of copywriting – none of your successes will be "lucky". 

Successes will be very, very expected.

In fact, the occasional failure will be the only thing unexpected. 

So, enough foreplay… what is this correct method to learning copywriting?

Learn from the inside out… Not the outside in (this vague phrase to be explained…)

So, some of you might have a realization from the phrase above. But! I realize it's very vague

Hence, an explanation:

Most people try to learn copy from the outside in. They learn things like:

• "Hot selling words"…
   
• "Phrases that make or break sales"…
   
• "What words to use – and what words not to use"…
   
• "What template to follow in writing your copy"…

- etc.

However, these are all very superficial.

Products and books that teach these are expecting one of three things of you:

1. They think you're too lazy to learn the true foundations behind expert copywriting…
    
2. They think haven't yet figured out that these products are superficial & ineffective without a strong foundation…
    
3. They think, though know this is rare, that you already have a strong foundation, and can add their knowledge to that foundation…

Now, I'm not saying that you actually have any of these qualities. I'm saying that books like these only sell to people who do. Maybe you do, maybe you don't. 

(And also – I don't mean to encompass EVERY book or product like this… obviously there are some out there that really care about the people who purchase them.)

Because the truth that expert copywriters know – and don't always tell you -

… is that word choice is NOT the most important thing in copywriting!

Now, it is very important. However – there are pieces of copy that work wonders, yet they go against all of the "right" words & ways to write copy.

How is this possible?

Well, either the writer was very, very lucky. Or, more likely…

The writer understands copy from the inside-out! 

They know how their words will affect the reader. They understand the emotional and psychological impact copy has. They understand how to…

Engage the human psyche.

And more importantly, how to show the human psyche that a product or service will be a good purchase.

If you can figure out how to do that – everything else is gravy.

If you understand this concept – from the inside-out….

All of the right words will simply come to you, and fall right into place.

Now, of course you also want to learn from the target market what key words they use to describe their problems… But in truth, it really is that simple. 

So, from now on, focus your studying efforts into understanding what goes behind expert copy. Ask yourself questions like… "WHY did that writer use that word?"

And notice how that question is so different from a statement like… "That writer used that word, and that copy was successful. Therefore if I use that word – my copy will be successful!"

The statement above is dead wrong! You want to know WHY the writer used that word. Nothing else matters. 

Till next time,

David

p.s. Comments are appreciated, so share yours! Don't be shy now, I don't bite (too hard)

Hey there,

Hope you had a wonderful holiday season (if you celebrate that sort of thing ). Today we're going to talk about headlines – why they're so important, and how to write a good one.

Just so you know – I'm pretty passionate about headlines. After all, they're SO crucial to the success of any ad, website, flier, post card, etc.

Headlines are your opportunity to "hook" someone into your copy. To build so much curiosity in them that it's easier for them to keep reading than to stop.

Let's talk about how to do that.

First, 3 uber-important qualifications of a good headline:

1. It connects deeply with either a key desire, or problem, or multiple desires / problems, that your target market has

2. It creates interest and suspense through some sort of "hook" that creates a story or unusual approach to the subject matter

3. It's unique. Even if someone were to read 10 headlines in a row about whatever it is that you do, yours would stand out, making it very inviting and approachable.

There are more subtle qualifications, but these are the main ones in a nutshell – and this is a good start. No need to get super complex right now. 

These requirements accomplish 3 key things:

- They let your target market know your ad / website is about them…

- They arouse their interest so they give you the time a day…

- They make you stand out so you don't bore them / make their eyes glaze over.

Common sense, right?

The true power of headlines…

Not everyone uses headlines effectively in their websites, and ads. Personally, I think it's because they're a bit… misguided… about the true purpose of headlines.

So, let's talk about the "why" behind headlines – and then get into the "how". (If you're already a champ – this might be review for you.) 

- Headlines are the FIRST thing your readers see. If you have a bunch of text on your site / ad… even if it's extremely effective and targeted… you haven't given people a reason to dive into it without a good headline. 

- Headlines are the quickest way of answering your readers' question, "Why should I spend another second reading your copy?"

Other people use very bland, generic headlines. Like: "New York Marketing Company." Or… "Philadephia Bed & Breakfast." While these tell your reader what your'e about – they miss the opportunity to pull away from your competition. They miss the chance to take your company a step further in your prospects' eyes before they've really sunk deep into your website.

Let's see some examples…

• The Amazing Secret of a Marketing Genius Who is Afraid to Fly
   
• The Forgotten 4 Letter Word That Doubles Business, and Fuels Success Driven Marketing
   
• Iowa Firefighter Battles a Burning Duplex All Night, Finally Comes Home at 7am, and Still has the Energy to get his Two Little Boys Ready and Off to School… By Following this Firefighter Fitness Training and Nutrition Program…

See the patterns? They connect to the target market, first and foremost. Then, they hook you in with some interesting story or hook. And finally, they get you very interested to read the rest of the ad / letter / article to see what the heck this headline is talking about.

Example 1 targets business owners looking for a cool edge in their marketing – while creating curiousity around the mysterious figure of the marketing genius who's afraid to fly. Example 2 targets the same audience – with the unique hook of a "forgotten 4 letter word". And example 3 targets firefighters looking for more energy, fitness, and health by telling the amazing story of an Iowa firefighter.

Also, these headlines have a playful aspect to them. They're anything but dry. They make reading the ad fun and enticing. They're inviting. 

It's almost like reading an article about something you're just burning to know about. If you're hooked on marketing – the first 2 headlines are going to get you all riled up to learn what the secret is… to learn what the 4 letter word is… And if you're a firefighter looking to get in better shape, headline 3 is going to make you wonder how the heck that guy could possibly have so much endurance.

How to quickly write headlines like this of your own…

Headlines like this take practice. Trust me After writing hundreds upon hundreds… and hundreds… it's finally become second nature to me.

And I'm still learning!

The good news is you can start by following in my footsteps – and the footsteps of other great copywriters out there. How? Through cut-and-dry templates. Here are some that have worked for me time and time again…

You simply fill in the blanks, and you're set. However, the hooks are going to take some thinking and imagination. Something I'm sure you can handle. Okay, here they are:

Template 1:

• This [ebook, program, whatever you do] not only [insert a key benefit here like helps you lose over 2 pounds a week... boosts your business like crazy... makes playing guitar like Clapton a cinch...], but…
   
• Example: This women's soccer fitness program will not only give you a sexy stomach, arms, and legs, but…

Why it works: 

The "not only" phrase in this headline is tricky. The headline introduces the key benefit your target market is looking for, and implies that it's only ONE of many benefits waiting for the reader. The reader can't help but read on to find out what these other amazing benefits are – which is emphasized too by the word "but" on the end.

 

Note: This headline requires a sub-headline to follow it. Otherwise, it doesn't make too much sense. For instance, after the example above, you could write…

 

"It'll also give you a clear-cut edge over your opponents. Next time you step on to the field, you'll be a new player with your enhanced stamina, strength, and speed. Read on to see exactly how and why it works… and to read the stories of a few of the many women who have improved their game – while losing weight – with this incredible program…"

Template 2

• How [what you do and location] helped [customer name], a [insert here a unique characteristic of your market, such as: house mom from Tennessee... copywriting noobie... total guitar noobie... etc.] [then insert a key benefit, such as: learned a full song, lost 15 pounds, etc.] in [insert here a period of time, preferably short but truthful: 2 weeks... 8 weeks... 30 days... 7 days... etc.], and how it can help you too!
   
• Optional, and helps with SEO: Insert your location and what you do in the headline…
   
• Example: How this Atlanta guitar school helped Bill Farson, a 40 year old guitar noobie, to play his first full song in just 6 weeks, and how you can do the same…

Why it works:

This one works by telling the true story of someone who your reader can relate to. If your market is mostly house moms, their eyes will be drawn to the story by the phrase house mom. If your market is guitar noobies, same deal. It also shows that other real people are getting results, and because it tells a story, it's very approachable to jump right in.

 

You're not hitting your reader over the head or "squeezing on to their eye balls" – an aggressive approach many copywriters take (which I highly don't recommend. Invitation and connection-based copy works much better because it gives your reader space, acknowledgement, and insight. It doesn't hit them over the head with a pushy sales message. Many marketers would disagree though – what's your take?)

 

Want some help and critique? Or have some thoughts / ideas to share? Leave a comment below!

I'd love to help you come up with a great headline for your website / ad. Leave your headline below and I'll give you some quick suggestions and thoughts on how to improve it. 

Or, if you have any thoughts / suggestions on writing headlines that some of my other readers could benefit from – leave them below! You never know whose income you could skyrocket through your advice

To better headlines,

David

Ninjas… ninjas… ninjas… 

They just never get not-cool, don't they?

I mean they're cool even when they're turtles living in the sewers. But what's not to love: the sneaking around… silent footsteps… god-like speed of the sword…

They're pretty much the coolest people alive (or not alive, actually – since the last written accounts of them go back to the 1600s. Thanks Wikipedia.)

But did you know they write expert copy?

It's true. And I even gathered a list of their 3 greatest secrets of all-time for not just being awesome ninjas… but for writing Ninja Copy.

Secret #1: Espionage

(aka spying for those of you who haven't watched hours and hours of Roger Moore and Sean Connery)

Ninjas would never sneak into a building unprepared. They did their research. They'd scout out areas for as long as they needed to figure out every entrance, every patrol, the daily schedules of their targets, and a million other things of the sort. And then, they'd use this research to execute a fail-proof plan.

Copywriting is exactly the same. You never charge in guessing. You always start with your research. Find out what your target market wants… what kinds of frustrations they have, their experiences with past products / services that are similar to yours, their goals, dreams, aspirations, benefits they're looking for in your product / service…

Anything and everything. 

Secret #2: Stealth

Ninjas were silent. They could walk across the world's creakiest, oldest hardwood floors, and not so much as the whoosh of cloth as they ran by could be heard. And though their effects were greatly felt – they were never seen. One day, a clan's leader would suddenly vanish without a trace, and no one would know how or why. And they would never get credit for their mastery either: except from their clients. 

Okay – that sounds a bit grim, I admit. But it serves a purpose: as a copywriter, YOU are stealth! You're behind the scenes. Heck, no one but your client might ever know who you are, and that you wrote the copy. You take on the voice of your client, and translate their thoughts, visions, and goals into text that makes their customers want to buy.

This means not drawing attention to the writing itself. It means being a stealth writer. If people are focused on your style of writing, or on clever phrases, puns, etc. – they're not focused on the one thing we want them to: buying.

Secret #3: Assassination

(it's not what you're thinking…)

Okay, this analogy is starting to get much darker and more disturbing than I had originally planned. No, I'm not saying assassinate people who don't buy from your copy… or your clients when they ask for a million changes that hurt the copy more than help it. 

What I'm saying is, assassination is the ultimate goal for the ninja. And he always focuses on it. Every move he makes, every hour of planning, every second of training is so he can complete his mission.

Never forget yours. 

Whether it's to get people to sign up for a cause, fill out a contact form, or buy a product / service right there on the spot – always keep it in mind. Make every word, comma, dash, period, hyphen, etc., etc., etc. contributes to your final goal. And if it doesn't? Don't include it. Simple as that.

Share your thoughts!

Have any ninja tactics of your own?

Questions? Arguments? Random thoughts? Scroll down and leave them in a comment.

Or just leave a cool comment about ninjas – that'll work too.

Sayonara,

David

Hey friend,

So someone I know showed me a very… weird… copywriting tactic. He mentioned things like "cigars"… "suave clothes"… and some other stuff I couldn't quite understand.

Okay, okay… So he's not really someone I know. He's actually a character I created…

Introducing my new comic series: "Advice from Romeo"

Romeo's a bad ass, cigar-chewing, copywriting maniac. 

But he's full of great tips. In fact, he teaches me something new all the time (and I'm the guy who made him!)

Here's the first tip of many in the "Advice from Romeo" series:

Romeo also gave me advice that had something to do with bodies and car trunks… but somehow it didn't seem right for this blog.

But while we're talking about writing environments and strange writing rituals… What are yours?

What do you do to set up your perfect writing environment?

What are your weird rituals? (C'mon – I know you have them! if you check the comments… I shared a couple of mine).

Talk to you below,
David

You know, every night I fall asleep to the same book. Each and every time.

… but I’m not sure if this is the best book to fall asleep to. Maybe you can tell me.

See, this book does two things at the same time:

1 – It inspires the heck out of me, so much so that my brain starts filling with ideas faster than gas prices could ever hope to rise…

2 – Because it’s so dense, I get sleepy…

But sometimes the thoughts keep me up. Like last night, even after I put the book down I had so much brimming in my brain. I just lay there, staring at the ceiling, waiting for the thoughts to think themselves out of my mind.

(Which, by the way, is an important lesson I learned long ago – when you have those late-night thoughts, resistance is futile, isn’t it?)

The book I’m talking about is Robert Collier’s The Robert Collier Letter Book.

… while it doesn’t have the most creative title ever (lol), man is this thing good.

It’s easily the most powerful book on copywriting and marketing I’ve ever read. It’s full of so many examples too that you could just swipe and send out.

Last night, I came across an interesting passage that inspired this here rant…

Robert was talking to me (yes, to me, and only me ) about cleverness in sales letters. He said that if you make a letter too clever, you’ll get lots of great comments on it…

… but few orders.

However -

If you make people forget they’re even reading, that’s when the magic happens.

So what exactly does Mr. Collier mean by this, and how can we hope to accomplish this seemingly difficult task?

Two ways. Well, there’s a lot more than two, but for the sake of not turning a blog post into a 400 page book, we’ll stick with two for today.

1 – Don’t be clever. Be straight-forward. Concise. Practical. Sincere.

2 – Be yourself.

Now, #2, I think, is the more difficult of the two. Because when I say “be yourself,” I mean tap into your own unique voice.

You have a “person” inside of you who expresses just what you want to say, whenever you want to say it.

… you don’t always let’em out, but he’s there (I don’t want to exclude anyone reading this post – but for the sake of brevity I’m just going to say “he”. Pretend I’m saying he / she though, k? )

It’s the voice that comes out when you sit down to write an e-mail to a friend about an important subject.

Or when someone close to you is hurt and you offer comfort.

Or when you’re so excited about something that just happened that you talk the ear off of the first person willing to listen.

A lot of us are very careful about what we say – and how we say it. But in these moments we let that drop, and just say what’s on our minds. And it always comes out perfectly.

No doubt. No hesitation.

That’s what I mean when I say “be yourself”.

… because when you write in that voice, you’re what I like to call “a real human being”.

You’re not a sales letter template. You’re not an e-mail template. You’re not a pitchy salesman who doesn’t give a damn about the person on the other end of your letter.

“A real-life, bonafide human being.”

People who have mastered sales have mastered authenticity.

So, now that we’ve covered part 1, now it only seems right to talk about how to get there.

I wish there was a concrete answer that worked for everyone, but part of the price of being unique is we’re all different.

So naturally, we all have different ways of getting in touch with ourselves.

I know for me what works best is reading something written by someone who is really “in their voice.”

Or hearing someone speak who is.

As soon as their sincerity hits my ears, or my eyes, I snap out of whatever state I’m in and feel that calmness come over me that comes with being in touch.

It also comes with meditation, deep thought, great conversation, writing.

But to be honest, I don’t even have a set plan for myself. Whenever I need to tap into that place, I just make it my intention. And then, one way or another, I get there.

The path seems to change every time though.

… which means I’m going to have to give you an answer that you might not like.

No one on this planet has the ability to connect you to yourself other than yourself.

Other people can help you get there – but you’re the one who ultimately makes the connection. So only you can find what works in the moment.

I wish I could tell you, “Do x, y, and z,” but this is one of those things that just doesn’t work that way.

What I can tell you is try to think of things that inspire you – that shake you out of the comatose of routine and day-to-day mundane-ness.

That’s a great place to start. Once you start feeling that tickle in your stomach, you’ll know you’re gettin’ there.

Talk soon,

David

I recently read a sales letter from a guy named Ross Browning.

I wanted to share it with you because I really appreciated something cool Ross did with his copy…

He got creative.

Creativity is extremely under-played in copywriting these days. Most of what’s out there is badly written templates that have been recycled over and over and over again.

…But the worst part is the people who use these templates put no effort into making them original. They simply plug in their product name, and publish it to the web.

I say let’em have at it.

Because for those of us who do put effort into creating something unique and original – we get noticed.

When you take the time to craft a unique sales message – just by doing that you’re distinguishing yourself from your competition.

Why?

Because they’re probably using worn out templates, or something dull, dry, and frankly, boring.

Now, Ross took a very unique angle on a very old tactic…

The tactic? He held a sale. Nothing original there.

How he did it? Well, that’s another story.

He gave one of the funniest, and most personable, “reasons why” I’ve seen lately.

Here’s what he did…

Ross told the story of his newborn child. And how, when she was born, this teenage girl photographer came and took pictures of the baby with Ross and his wife.

And THEN – the girl left, and came back a little while later with a full slideshow of the pictures on her Macbook, with beautiful, emotional music playing.

…That’s just not fair, if you ask me.

“Get me those pictures!” his wife told him.

So he needed a quick $600. Turns out the teenage girl was quite the saleswoman, and charged quite a fee.

So to get that $600, he was holding a sale.

Pretty cool, right?

However, taking just a few minutes to come up with a good “reason why” makes such a drastic difference. You could really relate to Ross’s message, and you wanted to help the guy out!

Especially the parents out there. I’m sure they went bonkers over that letter.

Let’s check out another example…

One of my favorite copywriters of all time, Gary Halbert, was once asked by a friend of his…

“Gary, I want to get a book on copywriting today. What should I get?”

Gary thought a moment, and then handed him his favorite novel.

“What’s this?” the guy asked.

And then Gary said something like, “You’ll get more out of reading master storytellers than you ever will reading a ‘how to’ book on copywriting. After all, copywriting is storytelling, and that guy has it down like no other.”

So… If one of the most renowned copywriters of all time is urging us to use creative story telling in our writing… We probably should, right?

What’s your take on all this?

David

David here – and before I get into e-mail marketing I just want to remind you guys about my 4-week LIVE coaching program – Copywriting Domination.

Because at 12pm EST tonight – I’m taking down the page.

-You’ll learn how to write copy that sells your product or service to ANYONE in your target market

-You’ll learn how to identify your target market – and get to know exactly what they need to read in a sales message in order to buy

-You’ll learn how to write a headline so appealing that someone would have to force themselves NOT to keep reading

-And of course-  you’ll have private access to me during EVERY call to ask any and all questions you have

Get on track to writing six-figure copy by clicking here:

Turning words into cash… and cash into your dreams.

Also, with the 100% money back guarantee you have nothing to lose, right?

Now – for some e-mail marketing

People are selling products and services more and more from one simple thing…

Writing an e-mail and clicking “send”.

They don’t even send people to a website – they just provide everything in the e-mail.

Too crazy to be true?

Click play to learn how you can do it for your own business.

Email Marketing

So, is e-mail marketing the new sales letter? Are websites becoming more and more obsolete?

You tell me. Let me know your thoughts in a comment.

Talk soon,

David

Got a 20-point checklist of things to remember when writing your successful copy. Oh, and make sure you read the “bonus” #21 (I think it’s the best ).

Presenting… 20 things to keep in mind when writing “killer” copy:

1. Spend more than 15 minutes on your headline (it’s that important)
2. Write like you’re actually writing to another person (make it real)
3. Write a story – and use it to let your prospect imagine how their life could be different
4. Use your story to establish a sincere, genuine connection with your reader
5. Bold the important parts of testimonials – and give each testimonial a good headline
6. Keep your paragraphs very small – and break them up with bolded sub-heads
7. People really DO read all that writing – as long as it speaks to their desires
8. Find out what your prospects want and give it to them
9. Use your prospects’ own language to describe their problems and desired outcomes
10. Make an offer so good that someone would have to be out of their mind to pass it up
11. Provide a guarantee. This shows you stand behind your work, and you believe in it.
12. Longer guarantees normally REDUCE refunds.
13. Design matters. Use colors, shapes, and fonts that appeal to your target market. Aren’t sure what appeals to them? Ask!
14. Just don’t make the design only for you! If you like it – that’s great – but make sure your target market likes it even more.
15. Make your first 3-5 testimonials from people who address the key objections of your readers. For example, people who say they’re “so glad they paid the money” – “well worth the investment” – “was not nearly as intimidating or hard as I thought it’d be” … Stuff like that.
16. Interview your customers, dig deep, and find out the REAL reasons they want to buy from you.
17. Put testimonials and a reminder of your guarantee on your order page. This will encourage people who otherwise would change their mind at the last second.
18. Charge what you’re worth. If you think your price is too high – DON’T lower it. Instead, add bonuses so that it seems like it’s a steal.
19. Write paragraphs for your bonuses as if each was its own product that someone would be lucky to BUY. Never mind that they’re getting it for free – still sell them on it.
20. Believe in what you’re selling. It’ll shine through.

21. You’re a total copywriting bad ass Never forget it.

Did I leave anything out? Let me know in a comment!

Best,

David

Here, lemme explain…

Remember back in high school the person who you had a crush on, but they didn’t have a crush on you?

Remember how that made you even crazier about them? And how you filled with that stomach-churning jealousy every time you saw them with someone else?

You can do that to your prospects, too.

Well… Not the whole “stomach-churning if I don’t have you then life is pointless” mindset like you had back in highschool…

But taking away your offer – or – talking about who your offer ISN’T for can have a similar effect…

Increased desire.

So say no in your writing. You and your product are not for everyone. I know that my copywriting services are not for people who expect my copywriting to be their magic bullet, or for people who don’t trust my judgement and expertise, or for people who aren’t going to take my copy and use it for great things.

And when I talk to prospects I let them know this.

The result?

I only work with the people I want to, and those people appreciate working with me even more knowing that I turn away others.

It makes them even more valuable. And they are. Because I greatly value their positive mindset and attitude.

Do you see where I’m goin’ with this?

Turn away business in your writing. Here, I’ll send you off with an example:

Whoa, hold on there just a second!

Now I’m definitely NOT saying that buying this product is going to solve every one of your problems and make you a millionaire overnight.

If you think that then I’m going to have to ask you to leave this page.

What I’m saying is if you put it to proper use – if you take the time to go through the directions and use it just as me and many other people have…

You’ll see great results with it. And if you don’t? Send it back. Please. And you’ll receive a full refund, too.

etc., etc., etc.

Have a great one,

David