Boardroom

A secret online resource to hone your copy chops

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Gary Halbert once wrote an issue of his newsletter with the title, “Let’s do the twist!”

The issue was all about how to write sexy, money-sucking bullets. Bullets that get people so fascinated they have to buy the product.

You can still find Gary’s newsletter issue online. And it’s worth reading from start to finish.

But today, I want to focus on just one piece of advice that Gary shared about learning to write good bullets.

Gary said to first find a promotion with lots of good bullets. Then find the actual book/course/info product that the promo was selling… and reverse engineer how the copywriter wrote the bullet, based on the source material.

You need both halves — the copy and the source material — to really see the clever things the copywriter did. Otherwise, you might get fooled into thinking you too can write good bullets just by imitating the form, without getting the substance.

Anyways, I started following Gary’s advice a few days ago. And I think it’s been great practice — not just for writing bullets, but for copywriting in general. For example, as a result of this exercise, I already learned one obvious but clever copywriting trick, which I’ll share with you tomorrow.

But maybe you’re wondering how you can do this yourself, so you can hone your own copywriting chops.

Like Gary says, you’ll first need a promotion with lots of good bullets. I won’t advise you there — there are plenty of people and websites to supply you with swipe copy, both for free and for money.

Instead, I want to tell you about getting the other half… the original info product.

Of course, it might still be for sale, in which case you can just order it. And if not, you might be able to find it on eBay on Amazon.

But there’s a third place you can find original direct response info products…

… online…

… completely free…

… and completely legal (as far as I know).

And in my experience, you can find stuff at this place that you might not find anywhere else, including Amazon and eBay.

For example, that’s where I found one of Gary’s info products as well as several 90s Boardroom books.

Perhaps you’re wondering what this magical place is. Unfortunately, you missed the boat on that. Because it’s something I only revealed to subscribers of my free email newsletter.

After all, I have to reward people who read my writing each day… and I have to give other people, like you, a reason to subscribe by withholding information on this public blog.

If that kind of thing pisses you off, I can understand.

But if you can get over it, and if you want to sign up for my free email newsletter so you don’t miss out on any future “secrets” I reveal… then here’s where to sign up.

Can this A-list advice replace your customer avatar?

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You’ve probably heard the ancient advice to write your sales copy to a customer avatar.

In other words, rather than thinking of your market as a gassy cloud, without substance or a face… you come up with a real person to represent your ideal customer.

So you have their name… a little blurb of who they are and what they want and what their problems are… and maybe even a photo you can look at.

And the advice is to write to this one person. Because instead of writing something vague and unbelievable… you will write something specific and real.

Sounds good. Except:

Your target audience might not be one single type of person. It might be two or three or more. For example, this daily newsletter I write? It goes out to business owners, marketers, established copywriters, and newbie copywriters.

Also, even though a customer avatar should be based on research… I find that in practice, it’s often an invention of the marketer’s mind. Because of this, a customer avatar can be misleading rather than helpful.

And as a third problem, a customer avatar might focus on the wrong things. Demographic info is often not relevant to making your sale. On the other hand, an avatar might miss crucial information to making the sale that is relevant. Two people standing shoulder by shoulder in the same market can be very different from each other.

So should you take your avatar and set it on fire, like the “Año Viejo” doll that Colombians burn on New Year’s Eve?

I’m not saying that. But there is an alternative to a customer avatar for you to consider.

It’s something I heard during a recent binge of listening to interviews with A-list copywriter Parris Lampropoulos.

Parris said to find the top 3 psychographic characteristics of your list. For example, for the Boardroom offers Parris often wrote for, these three characteristics were:

1. Paranoid (typical angles: What your bank doesn’t want you to know, 12 smiling swindlers)

2. Looking for an “angle” (a secret, a loophole, a way to get over)

3. Like to brag about how smart they are

When you figure out these top 3 psychographic characteristics, you can use them to inform your offers, your headlines, and your body copy. Take a look at any Boardroom control ever, and you will see it in practice. Something like, “Money-saving secrets your CPA is too dumb to know about.”

But your market might be different. Maybe they are gullible rather than skeptical. Maybe they need more proof than promises. Maybe they want a push-button solution, or maybe they have been trained to believe only hard work produces good results.

You can find all this out. Just look at what they’ve bought before… the copy that worked to sell them… and the copy that bombed.

Odds are, you will see patterns, unique insights, which might be different from standard copywriting dogma about what buttons you should push.

Write to these characteristics instead of to a made-up customer avatar… and you might develop magical persuasion powers, by tapping in to your prospect’s deep and unconscious triggers.

And for more information like this:

I have an email un-newsletter, full of age-old wisdom like what you just read. If you’d like to subscribe, click here and follow the simple instructions.

How to create a selling style people love to read

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Let’s talk about the infamous Arthur P. Johnson.

I say “infamous” because the man was as unlikely as anyone ever to become a successful sales copywriter.

Johnson graduated from Swarthmore College with highest honors. He then went to Oxford University for a graduate degree. He had ambitions of becoming a poet, and a backup plan of becoming an academic.

Yet, through a chance runin at a bar with a former classmate, Johnson gradually got sucked into the world of direct response. He first worked at the Franklin Mint, writing copy for collectibles (a good education — how do you sell something with no obvious benefits?).

He next worked in product development at another collectibles company. Finally, even though he did not want to write copy any more, he stumbled into freelance copywriting. And that’s when things really took off.

Johnson wrote controls for a number of major publishers, including Boardroom and Agora. He made himself a fortune in the process.

He was so successful he made it onto Brian Kurtz’s Mount Rushmore of greatest copywriters, along with Parris Lampropoulos, David Deutsch, and Eric Betuel.

And here’s the lesson. When Arthur P. Johnson was asked what he attributes his success to, he said the following:

“I think that I’m able to sell products in a more entertaining way than a lot of other people are. I think that being entertaining while you are selling is a big key to success in a very crowded marketplace these days, because you really have to buy people’s attention.”

Johnson did most of his work in the 90s and 2000s. But this lesson, about having to be entertaining to sell, is even more true today than it was back then.

I’m proof of this.

Not with these emails, where I rarely sell anything.

But starting earlier this year, I’ve helped move hundreds of thousands of dollars worth of ecommerce products.

​​I’ve done it by writing emails, much like this one, that tell some kind of story or share a joke or just a funny picture. And those emails most often link to advertorials I also wrote… which contain more of the same — stories, fake personal confessions, and light humor (so I think).

The thing is, I’m not particularly entertaining in real life, or when writing things other than copy. In other words, all this entertainment stuff can be learned by rote.

So how do you learn it?

Two ways:

First, start paying attention to the books, shows, emails, and movies you yourself find entertaining.

Second, read or re-read Commandment IX of my 10 Commandments of A-List Copywriters.

No, this chapter is not a how-to for writing entertaining copy. But it will give you some successful examples of such copy that are running right now.

Plus it will even give you some advice on who and what to study if you want to get better at entertaining in your copy.

And once you start to entertain in your copy, expect people to comment on how interesting your writing is. Expect to have them say how they look forward to hearing from you. And most of all, expect to have them buy — as long as you’ve got anything to sell.

Speaking of which, I happen to have something to sell tonight. In case you don’t yet have my 10 Commandments book, here’s the link:

https://bejakovic.com/10commandments

Half a mil (and then some) for a single copywriting project

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In 1997, while the stock market was in the middle of a nice bull run, direct response publisher Boardroom ran a promo. It was written by an A-list copywriter, Eric Betuel. It promised readers information on how to protect themselves and profit from “big money shocks.”

A year later, the mood had started to change. The market was overheating and all that dot-com money was going crazy. So Boardroom ran the same promo with another cover, talking about how to protect yourself and profit from the “coming worldwide money panic.”

Then in the spring of 2000, Nasdaq hit its peak and then quickly dropped 20%. Boardroom ran the same promo again. The new cover talked about the “coming stock market panic.”

Over the course of 5 years, this Boardroom promo mailed over 12 million times. Going at 5 cents per mailing, that means Betuel earned over $600,000 for this piece of copy. Not bad for a one-time project, along with a few new headlines about the unseen dangers lurking beyond the horizon.

Another A-list copywriter, Gary Bencivenga, once said there are two parts to copywriting: 1) opening the sale, and 2) closing the sale.

If history is any guide, opening the sale is the more fickle part of this equation. You might have to toss lots of different bait in the water. Much of it might not get a bite. But once that marlin is lured in and hooked, the same proven and almost automated process will work to pull the big beast out.

Don’t be a dumb bunny — get this copywriting knowledge now

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Getting to the top of any field these days takes an almost obscene amount of dedication.

Take for example A-list copywriter Jim Rutz.

At one point, Rutz was one of the most in-demand copywriters in the world.

In the early days, he was so good he worked on royalties only — he was confident he could beat any control, so higher royalties made more sense than charging fees.

Later, the line of clients who wanted Rutz stretched out the door and down the hill. So Rutz also added up-front fees to his royalties. At one point, these up-front fees reached $100,000 for a single promotion.

But like I said, it took an unholy amount of dedication for Rutz to become this dominant.

Apparently, he didn’t have much of a social life or sex life. His clever attempts at finding a mail-order bride fell through.

His home life was unusual too. When Boardroom VP Brian Kurtz visited Rutz’s home, he found stacks of direct response promotions lying around. Rutz used these promotions as furniture. It seems his whole life was largely about direct response.

I definitely don’t have this level of dedication. Perhaps you don’t either. But that doesn’t mean there aren’t things we can learn from Jim Rutz nonetheless.

For example, I always remember this Jim Rutz commandment:

“You must surprise the reader at the outset and at every turn of the copy. This takes time and toil.”

Sure, you wanna surprise the reader at the outset. Have a paradoxical headline. Or a bizarre subject line. Makes sense.

But what about at every turn of the copy?

​​Well, let me give you an example of that. Here’s a quick paragraph from a sidebar in a Jim Rutz magalog. ​​If you want to get better at surprising your readers, read this, once, twice, and maybe even print it out to form the beginning of your new nightstand:

“The ultimate nightmare: Being trapped in extreme pain, day after day. GREAT NEWS: Some doctors have learned in the past ten years how to block almost any degree of pain. But you have to know what kind of treatment to ask for… or how to get a physician who specializes in pain management… or where to find an accredited pain management facility. It’s all on page 127. Don’t be a dumb bunny and wait until you get hit by a cement truck. Get this knowledge now.”

Speaking of knowledge:

I have a daily email newsletter. There isn’t always copywriting knowledge inside. But sometimes there is. You can subscribe here.

How to avoid disappointing readers and burning yourself with “secrets”

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If you go on Amazon right now and look at the top 15 bestsellers in the Internet Marketing category, you will see a curious thing:

6 of those 15 books have a title of the form “[Topic] Secrets.” So there’s Traffic Secrets, YouTube Secrets, Instagram Secrets, plus three others.

Obviously, “secret” is a powerful word in direct marketing. It goes back to Robert Collier at least, who published a book called The Secret of the Ages back in 1926.

In the decades since, you had Gary Halbert with his sequence of “amazing secret” ads… Boardroom’s collection of “secrets” books… and today, Agora’s newest imprint in the IM space, which has a newsletter called Daily Insider Secrets.

Like I said, secrets obviously sell. Then and now.

And yet, I’m writing this email to warn you about “secrets.”

For one thing, “secrets” can make you sound like everybody else. 6 out of 15, remember?

For another, “secrets” might attract the wrong kinds of buyers. They might also put the right kinds of buyers into the wrong frame of mind.

For a third thing, and most important, relying on words like “secrets” can allow you to coast instead of coming up with better content. For example, here are some of the secrets from one of those Amazon best-sellers:

“Secret #1: What is copywriting?”
“Secret #13: It’s all about them — never about you”
“Secret #31: Polish your sales copy”

I don’t know how chipper you would have to be to avoid getting down in the mouth when this treasure chest of secrets is opened up.

But what’s the problem? The book is a best-seller, right?

In my experience, being on an Amazon best-seller list doesn’t mean much. But even if this book were a legit best seller, putting out generic content and calling it a secret leaves you wide open to competition. Your only defense is this thin mist of curiosity, which can dissipate in a moment.

Maybe I’m digging myself into a moralizing hole. So let me finish up by telling you what I tell myself, because it might resonate:

Put in a bit of extra work to come up with unique content and a unique perspective. Once you’ve got that, if it warrants being called a “secret,” then sear that on its rump and let it run.

But odds are, once you’ve done that bit of extra work, you’ll come up with a better, more interesting title or headline for your content. Maybe you’ll even start a new naming trend. One which half a dozen Amazon best-sellers will copy for years to come.

By the way, I’ve also got a daily email newsletter. It’s called John Bejakovic’s Newsletter of Secrets. You don’t have to sign up. But if you want to read all the secrets inside, here’s where to go.