A sales letter with negative traffic cost and highest quality leads

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“Ogilvy & Mather has had more success with editorial layouts, than with addy layouts. Editorial layouts get higher readership than conventional advertisements.”
— David Ogilvy, How to Create Advertising that Sells

One of the turning points in my marketing career was hearing a talk that Hollis Carter gave at Mindvalley.

Back then, Hollis was already a successful entrepreneur. His venture at the time was a publishing house for Amazon Kindle books.

You can do anything with a Kindle book, Hollis said.

You can rank on Google for a competitive keyword… you can build authority… you can prospect for leads.

Hollis did a reframe to drive the last point home. A Kindle book is basically a sales letter, but Amazon distributes it for you to their huge audience… and even pays you for getting your sales message out.

Sounds pretty good, right?

And it ties into what I talked about yesterday, on how to write a magalog. Magalogs were a powerful sales format precisely because they looked and read like magazines. Camouflage works, just like Ogilvy says above.

Do you want to camouflage your sales message into a Kindle book? If you do, then much of yesterday’s advice on how to write a magalog will apply straight up.

But beware.

With a Kindle book, you’ll want to cut down the sales even more than in a magalog. And you’ll want to stuff your pitch towards the end of the book. Otherwise, you risk a ton of bad reviews.

For example, I once created a Kindle book called The Little Black Book of Essential Oil Scams. The goal was to promote another book I’d written about aromatherapy.

Inside the “Scams” book, I put a bunch of interesting and valuable content for anyone new to essential oils. I also added three mini sidebars throughout, promoting the second book I was selling.

Result?

Amazon reviewers were ready to lynch me. “Just a shameless sales pitch!”

So I learned my lesson. And when I published the 10 Commandments of A-List Copywriters this last September, I put my shameless pitch towards the end of the book.

I also shamelessly asked people just to sign up for my email list, rather than to buy anything outright. A bunch of people signed up for my email list… and I haven’t had any bad reviews yet.

So let me wrap it up for you. A few days ago, a reader of my daily emails named Yusuf wrote in to ask:

“What would you be doing if freelance copywriting made you zero dollars?”

I told Yusuf that if freelance copywriting completely dried up, I’d probably start writing books on Kindle.

​​I’d make a bit of money from the sales of the books themselves… and then get readers to sign up for an email list and sell them something else.

Because people who have read your book will be some of the highest quality leads you will ever find. That is, assuming that you’ve given them unusual value in your book… without scratching their itch all the way.

Speaking of which, I sometimes share things in email that I never put on this blog. If you’d like to be part of my exclusive and valuable email community, click here to subscribe.

This bit of advice made an A-lister’s career

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During a recent interview, A-list copywriter Parris Lampropolous shared a story from early in his career.

Back then, Parris was writing his first magalog.

A magalog, as you might know, is a format for sales copy that mimics a magazine. It was a popular way to sell newsletter subscriptions back in the 90s and 2000s, before the Internet started to have its finest hour.

A typical magalog had a main “message from the editor” that ran the length of the “magazine.” It also had a dozen sidebar articles on individual topics.

How to write all this shit? It seems like a huge amount of work, and it’s hard to know where to even start. And that’s how it seemed to Parris back when he had to write his first magalog.

So Parris asked his mentor, Clayton Makepeace, for advice. And Clayton told Parris writing a magalog was simple:

You start by writing a bunch of fascinations, aka bullets, based on the content you are selling.

Some of these fascinations will have weak payoffs. In other words, there’s a good chance the reader will be disappointed when he finds out the “secret.”

So those weak fascinations stay “blind” fascinations, and just go into the sales pitch that is the message from the editor.

But some fascinations will have great payoffs, real forehead-slapping stuff. Those fascinations become sidebar articles, and reveal the secret.

And Clayton also told Parris the following:

The first few pages of the magalog are all good content… then it shifts to being 50/50 sales and content… and by the end it’s all sales pitch.

That’s all it takes to write a magalog.

So that’s what Parris started to do, with great success. He went on to have magalog controls at major publishers like Boardroom… and some of those magalogs earned him $1M+ in royalties. In the interview, Parris said this bit of advice on how to write a magalog made his career.

“Great for Parris,” you might say. “But how am I supposed to use this info with today’s copy formats?”

I’m glad you ask. Because it seems to me the magalog advice maps neatly to writing emails to promote an information product.

​​Start with fascinations… write an email for each fascination… reveal the rare good payoff… keep the fascination with a weak payoff blind.

And if you run a campaign that’s got a deadline (and why wouldn’t you), you can even follow the magalog structure of keeping the first part of the sequence all good content… then 50/50 content and selling… and finally all teasing and pitch.

But that’s not all. You might be able to use this magalog advice for other copy formats too.

For example, tomorrow I’ll share how you can use it in a sales medium you’ve probably never heard about… the rare and elusive kindlealog.

If you’d like to read that article, you might like to sign up for my email list. It’s where my articles appear first, and with no fascinations kept blind, even the most underwhelming stuff. Click here if you’d like to sign up.

2021 un-goals

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One year ago, I sent out an email to my un-newsletter subscribers with the subject line,

“Why goals and I broke up and are no longer talking”

In that email, I wrote about how I’m ghosting goals such as, “I want to make $xyz in the next year.” The reason was I used set goals like this for years — and I never achieved them, or even came close.

Instead, last year I decided to move on to something James Altucher calls “having a theme.” It’s a direction you want your life to move in.

So at the end of 2019, I set three themes for my 2020. They were:

1) more money

2) a project

3) some fun

I feel I’ve been successful in moving in each of those directions. I made more money in 2020 than I had in the previous four years combined… I searched for a side-project until hitting upon the Masks on a Plane newsletter idea about a month ago… and as for fun, well, we can talk about that in private.

Maybe you say, it’s all a coincidence. And maybe you’re right.

So I am running a new experiment for 2021, with a new set of themes, building and tweaking the ones I had in 2020. If you like, I’ll let you know in another 365 days whether themes turn out to be 2/2 in helping me move forward in life. You can subscribe to my un-newsletter here to make sure you get that update.

And if you too have tried setting goals only to realize 1) you haven’t achieved them and 2) you don’t even care, then give themes a try for 2021. They might help you achieve the breakthrough you’ve been waiting for.

Why every project I’ve ever launched has failed

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I’ve tried launching a dozen or more projects or businesses over the years. With the one exception of my copywriting service business, they’ve all failed.

When I look back on what happened, the conclusion is clear:

I focused on making a great product, hoping that would be all the marketing I would need. It was not.

I just launched another project last week (my email newsletter on corona travel). So I want to remind myself, and perhaps you also, of the advice of a very successful entrepreneur.

This is a guy who has launched or helped launch dozens of multimillion-dollar businesses… including one that’s gotten to the billion-dollar level.

The amazing thing is he’s been willing to share much of what he’s learned about starting and growing a business. He’s even taken the trouble to write it all down in an A-Z book, so you dont have to hunt for his wisdom across various interviews, or buy $50k+ coaching or masterminds.

The entrepreneur in question is Mark Ford. His A-Z guide on lauching and growing a business is called Ready, Fire, Aim. And here’s what Mark says:

“For most entrepreneurial businesses, it is enough to have the product and customer service just okay at the outset. Perfecting them can be done a little later, after you have gotten feedback from your customers.”

Aha. That’s where I’ve been going wrong. So what should I, and maybe you, do instead at the outset? Here’s Mark again:

“To be a truly effective entrepreneur, you must become your business’s first and foremost expert at selling. There is only one way to do this: Invest most of your time, attention, and energy in the selling process. The ratio of time, creativity, and money spent on selling as opposed to other aspects of a business should be something like 80/20, with 80 percent going towards selling and only 20 percent toward everything else.”

Speaking of selling, here’s a pitch:

I write an email un-newsletter about marketing and copywriting. If you’re interested in starting or growing a business, you might find it valuable. Here’s how to subscribe.

The breakthrough from the first time Parris Lampropoulos met Clayton Makepeace

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Parris Lampropoulos once told a story about the first time he got to hang out with one of his mentors, Clayton Makepeace.

At this time, Clayton was one of the most successful freelance copywriters in the world. He had a list of controls longer than a giraffe’s tail. And he was pulling in over $1M a year, back when that was Hollywood money.

In part, Clayton did it by having a stable of talented junior copywriters, including Parris, working under him.

So at one point, Clayton invited the copywriters working for him out to Lake Tahoe. And it was a sight to see.

Clayton was staying there at the presidential suite at a ritzy hotel… getting pampered with massages and facials… eating out at the fanciest restaurants… and picking up the tab for his guests.

Generous.

And for Parris, a breakthrough.

Because at that time, Parris had already been a freelance copywriter for several years. He said he knew intellectually that a freelance copywriter could make Clayton-levels of money… but he still didn’t feel it deep inside.

He needed to see it with his own eyes, in order to make it a reality in his own life. Which is exactly what happened — in the months and years following that first in-person meeting with Clayton in Tahoe.

I bring this up because:

1) It might be useful to you if you are also hoping to reach Hollywood levels of success, and because

2) On a psychological level, your prospect is the same as Parris was back then.

Your prospect might know intellectually what you’re trying to convince him of… but odds are, he still doesn’t feel it deep down.

That’s why the most common writing advice is to show and not tell. And that’s why the most common copywriting advice is to use stories and demonstration. Because these are the most powerful tools you have to drive home a point — even one your prospect has heard a million times — and finally make it real.

And then, you can make your pitch. For example:

I have an email un-newsletter, where I talk about not new, but still valuable, fundamentals of persuasion and marketing. If you’d like to subscribe, here’s where to go.

WIIFM and other powerful persuasion frequencies

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Two days ago I was in Barajas, an outskirt of Madrid where the airport lies.

Next to my hotel, on a wall separating the parking lot from a dirt field, was a very fancy mural.

It showed a life-sized football player dribbling a ball… and the logo of the local club, Club Deportivo Barajas.

Here’s what got to me:

CD Barajas is not a major Spanish football club. They are not very good at all, and they would probabaly lose if they had to play with the under-16 squad of a La Liga team.

And yet, some patriotic Barajas resident was willing to put in the time and effort to make this mural on an ugly and dirty wall next to an airport hotel.

This connects to an idea that weaves through much of persuasion… but that few places talk about explicitly.

You’ve probably heard of WIIFM, what’s in it for me. That’s the mental radio station that’s playing whenever your prospects hear your sales pitch.

But WIIFM is part of a broader ownership instinct we all have. Because we all have a special receiver that’s tuned into frequencies that report on things that belong to us.

Victor Schwab wrote that given a fountain pen, 96% of college women wrote their own names. Shown a map of the USA, 447 men out of 500 looked first for the location of their home towns.

Think about the music you listened to as a teenager… towns you lived in in the past… the breed of dog you had as a kid… your own birthday… the year you were born.

If you hear these mentioned somewhere, odds are your ears perk up, and you tune in your mental receiver to hear more.

The same is true for your prospect. So start broadcasting on a frequency where your prospect feels some ownership. He will listen, and pay attention. Which is a huge part of what you need to sell him anything.

By the way, were you born in 1980? Or any time after? In that case, you might like to subscribe to my daily email newsletter.

How to get among the top 10% of all copywriters in one year

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According to copywriter Victor Schwab, the three most expensive words in advertising are:

“My wife says.”

That might sound like an outdated notion. And no wonder.

Schwab wrote that observation in a book called How to Write a Good Advertisement, back in 1942. That was an eternity ago.

But Schwab’s book is still worth reading. And re-reading. In fact, I read it once last year and once more this year. And I will re-read it next year too.

That’s because I once heard A-list copywriter Parris Lampropoulos say to do it. Parris said that if you want to get among the top 10% of copywriters, the process is straightforward:

Just read his recommended list of 13 books 3 times each.

The first time, read them like beach reading. The second time. underline. The third time, copy out your notes by hand.

And Parris said that, if you want to, you can do this all in just one year. (I’m a slow reader so it’s taking longer.)

Anyways, Parris only shared his book list and the process above with his small group of copy cubs… and later, with people who heard him speak in one way or another.

I fell into the second group. So I never wrote about this list before because I figured it was one of Parris’s trade secrets.

And it was, until a few months ago. Because in a public interview that Parris gave then to The Copywriter Club people, he explained everything I just told you. And ever since, his list is up on the Copywriter Club website.

So do you have a year to spare? And would you like to improve your copywriting to the top 10% level? If so, here’s where to start:

https://thecopywriterclub.com/parris-book-list/

Amazing networking secret discovered by one-legged pick up artist

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Two days ago, John Carlton sent out an email about networking. (John is an A-list copywriter, most famous for his “Amazing Secret Discovered by One-Legged Golfer” ad.)

Anyways, John says there are at least three main networking styles you need to master.

The first style is being super polite and deferential.

The second is being hush-hush, like you’re sharing secrets you don’t want others to know.

The third is loud and boisterous, or, as the English say, taking the piss.

According to John, if you want to get good at networking, you’ll have to get good at each of these styles. And you’ll have to know how to move among them. Which brings up a warning:

If you see others bonding and networking using one of these styles, this doesn’t mean you want to go in with the same.

For example, back in the day, people kept coming up to John and Gary Halbert. John and Gary made a point of insulting each other. It was their locker-room style of networking and bonding. But when outsiders came in with the same, it was offensive and fell flat.

So here’s my added take. It’s based on what experience I’ve had establishing rapport with unfamiliar people.

And it can be summed up with a piece of meat-market advice from “pick up artist” Mystery (who has one leg, and then another). Mystery said:

“Treat a six like a ten, and a ten like a six. You won’t go wrong.”

In terms of networking, this means when I see somebody boisterous… I’m more likely to approach in a polite and deferential way.

When I see somebody polite and nice… I’m more likely to go in — not insulting them — but teasing them a bit.

And when somebody’s getting all hush-hush… well, then I figure it’s time to get all hush-hush too. But I also get on my guard. Because there’s a good chance the other person is just pumping me for information.

What good is this to you? I’m not sure. But if you ever again network outside of a Zoom meeting… then the three above styles — and Mystery’s advice — might be worth keeping in the back of your mind.

And for more pick up-inspired business advice, you might like to sign up to my email un-newsletter.

Premier positioning (War is over)

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Gary Bencivenga held his farewell seminar at the St. Regis Hotel.

Bencivega’s motto was, Why not the best? That’s why he chose the ritzy St. Regis.

The St. Regis hotel holds Forbes five-star and AAA five-diamond ratings. It’s been home to a bunch of famous guests and residents, including Alfred Hitchcock, Salvador Dali, and John Lennon, who recorded a demo version of “Happy Xmas (War is Over)” in his room. At the time of Bencivenga’s seminar, 15 years ago, a room at the St. Regis cost $750/night.

But let’s get back to Gary Bencivenga.

He got excellent results as a copywriter. Perhaps better than anyone else. But I believe his farewell seminar is why we’re still talking about the guy 15 years after he retired.

That “Why not the best” attitude gives Bencivenga a position in the mind. He remains the premier A-list copywriter, while other A-listers of his generation fade into obscurity.

Now here’s another positioning tidbit for you to mull over:

Jay Abraham won’t speak at an event unless he’s the keynote speaker. Jay positions himself as the world’s premier marketing consultant. Why would he ever accept anything less than top billing?

Rolex. Rolls Royce. Harvard. Like Gary Bencivenga and Jay Abraham, these are all premier brands. That means 1) they charge a premium over what their competition charges and 2) they occupy a clear position in the prospect’s mind. Why not the best?

Of course, there’s a problem.

You can’t simply wave a wand, claim to be the premier choice, and make it true.

Conditions have to be right. There’s got to be a soup of good options — you one of them – but nobody to  claim the premier position yet. Or you can think of it as a war, with many warring parties, but no clear winner.

Now here’s the good news:

If those conditions exist, you don’t have to wait and hope for the “premier” label to land on your shoulders.

You can proclaim yourself the premier choice.

Start charging never-before-seen prices.

And adopt the attitude. Why not the best?

War is over. Your prospect finally has a clear winner to keep in his mind.

Ok, so much for the ritzy part of the marketing spectrum. Now for the down-and-dirty:

Want more ideas about positioning, copywriting, and persuasion? Then you might like to sign up for my email un-newsletter.

To be Home Aloned

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The original Home Alone movie cost $18 million to make. It went on to gross over $476 million.

For a while, Home Alone was the third highest grossing film in history. For an even longer while, it was the no. 1 money-sucking comedy of all time.

According to screenwriter William Goldman, Home Alone was such a success that Hollywood insiders began to use the term “to be Home Aloned.” It meant to have your movie screwed because it was released at the same time as a runaway blockbuster.

The point being that success can have more to do with who else is in your market… than the inherent quality of your product. This is the essence of why you need positioning. Many fine films, including Look Who’s Talking Too and Hamlet starring Mel Gibson, never got much of an audience because they competed head-on with Home Alone.

But that’s enough on the matter of positioning for this holiday. I only bring up Home Alone because, as I publish this post, I too am home alone. Except my home is an empty room at an airport hotel, with probably no other guests on the same floor.

But much like Kevin in Home Alone, I’m making the best of my situation. In fact, I’ll try to use the fact I’m traveling on Christmas (again) as fodder for my new side-project.

I wrote about this project yesterday. It’s an email newsletter about travel during corona. In case you’d like to see it, or you’d like to subscribe, here’s the link:

https://masksonaplane.com/