Parris Lampropoulos

The business of selling “feeling good”

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This morning before heading out for coffee, I thumbed through the pages of my Kindle and read a passage of Dan Kennedy’s No B.S. Marketing to the Affluent.

​​Dan was talking about those colorful patterned dress shirts, the ones with a second colorful print on the inside of the cuff. And he said:

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The shirts are very popular in the Southwest with the rodeo crowd, rich oil men — one of whom has “collected 130 different designs” and spent so much money, the 2014 “collection” includes a design named after that customer, and quite a few GKIC members. The shirts go for $225.00 to over $500.00, and are sold direct, in catalogs, at Nieman Marcus, Saks Fifth Avenue, Nordstrom, high-end country western shops, and in several Las Vegas stores.

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“I wanda,” I said to myself as I raised my nose in the air, “I wanda if this brand of shirts is the one that Parris Lampropoulos buys.”

As you might remember if you were reading my emails back this past May, I went to a copywriting conference. Multimillionaire A-list copywriter Parris Lampropoulos was the star there.

The first night, Parris worked the room. As he did, he kept showing off his colorful, patterned shirt. “It’s a Robert Graham,” Parris would say to anyone who expressed interest. “I put his kids through college.”

I brought my nose back down to the pages of Marketing to the Affluent. Sure enough, Dan Kennedy was talking about Robert Graham shirts. And he had this to say:

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The brand’s owner, Robert Stock, calls customers “connoisseurs.” He says he is in the business of selling “feeling good” — getting favorably noticed, getting compliments, getting bragging rights.

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My point is that old chestnut, that you are not in the business that you think you are in. At least, that is, if you want people bragging about how much money they spent on a collection of your stuff, instead of treating your offer like a commodity or at best a necessary occasional expense.

That’s all I got for you today. Except for an encouragement to read No B.S. Marketing to the Affluent if you haven’t done so.

It’s a valuable book, and I wish I had read it earlier.

If you wish to read it now, here’s where you can get it:

No B.S Marketing for the Affluent

The two kinds of newsletters

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It’s late — I’ve been working until now on a new daily newsletter that I will launch tomorrow. It’s connected to my weekly health newsletter, which I tease occasionally but never reveal.

Inevitably, whenever I launch something new like this, a million and one little niggling things pop up that need to be done.

That’s why it’s late. And that’s why I somehow still haven’t written this daily email.

So let me just share something I wish somebody had shared with me a long, long time ago.

Had somebody told me this, it would have cleared up many confused days and nights of my marketing education.

It would have taken away some worries.

And maybe it would have even made me some money.

Here’s the big “secret”:

There are two fundamental styles of direct marketing/businesses/newsletters.

The first style I will call the Marty style, as in Marty Edelston.

Edelston was the founder of Boardroom, a $100M direct response publisher. He hired the bestest and A-listest copywriters out there, including Gary Bencivenga, Parris Lampropoulos, and David Deutsch.

The second style I will call the Dan style, as in Dan Kennedy.

Dan was at one point the highest-paid copywriter on the planet. He is also somebody who has shaped generations of direct marketers, including Russell Brunson, Ben Settle, and, on a much more modest level, me.

Marty style: intriguing, benefit-oriented, impersonal.

Dan style: intimate, personality-oriented, opinionated.

The Marty style of newsletter features cool how-to insider tips, such as how to ouwit a mugger in a self-service elevator, along with references to outside authorities who revealed that info.

The Dan style of newsletter features a personal rant by Dan about how the sky is falling or is about to fall. It features no outside references because what other authority could you ever need besides Dan himself.

So which style is better?

Or rather, why are there two styles, and not just one, the way we would all prefer?

You guessed it. Because each style can work well, and each style has its drawbacks.

Dan style means you can sell much more easily, and at much higher prices, and people will stick with you for longer.

But your audience is much more limited, and your product is really you.

Marty style means you can reach a much broader audience much more quickly, plus you don’t have to grow out mutton chop mustaches and share photos of yourself sitting on a bull.

But your audience is much less attached to you, and they will pay $39 instead of $399 for the same info.

So which style you choose to follow is really up to you and the kind of marketing/business/newsletter you can stomach for an extended period of time.

Of course, you can also stomach both, which is basically what I’m doing.

I have this newsletter, more on the mutton-chop-mustache, Dan Kennedy side. On the other hand, my health newsletter, including the daily newsletter I’m launching tomorrow, is fully on the “what never to eat on an airplane,” Marty Edelston side.

You gotta figure out what you want to do.

Final point:

If you do decide to go the Marty Edelston, impersonal, benefit-oriented route, then you will likely need copy chops, above and beyond what you will need if you are really selling yourself.

And if you do need copy chops, specifically the kinds of copy chops that people like Gary Bencivenga, Parris Lampropoulos, and David Deutsch have, then take a look here:

https://bejakovic.com/cr

A peek behind the curtain of my “mesmerizing” Copy Riddles sales letter

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It’s strange times around the Bejako household. There’s a Copy Riddles promotion going on, but I’m not the one furiously typing it up.

Instead, I’m looking on as Daniel Throssell sends out email after email to sell Copy Riddles. I’m watching the resulting sales coming in. And I’m feeling a little guilty that I’m not somehow supporting the effort.

So let me share a third-party opinion on Copy Riddles that might help change some minds.

This opinion comes from Carlo Gargiulo, an Italian-language copywriter. Carlo is a star copywriter at Metodo Merenda, a Switzerland-based info publishing business. He also has his own list where he writes to entrepreneurial dentists and doctors and marketers, and he is a bit of an LinkedIn influencer in the Italian copy space.

Carlo had the following to say about Copy Riddles:

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Copy Riddles is the best copy course of all time.

I have spent a lot of money studying and learning so much useful information from copywriter courses such as Stefan Georgi, John Carlton, David Deutsch, etc. (all great courses that I have enjoyed), but I feel that Copy Riddles was the COURSE that allowed me to become a good copywriter.

I hope you will create courses similar to Copy Riddles in the future.

My dream is a course of yours on writing sales letter-landing pages (Your writing style is completely different from that of most copywriters I see around.). Indeed, Copy Riddles’ landing page is the only one I have read in its entirety over and over again. You literally mesmerized me with that landing page.

Anyway, congratulations and thanks again for creating and making Copy Riddles available.

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Here’s a quick copywriting lesson, specifically about how I structured the multi-page Copy Riddles sales letter, which Carlo says he found mesmerizing.

Each of the three pages of that sales letter is designed to get you to believe one and only one thing, specifically:

Page 1’s belief is that bullets are one of the most valuable copywriting skills you can ever own.

To do that, I refer to authorities such as John Carlton, Gary Halbert, Gary Bencivenga, Parris Lampropoulos, David Deutsch, Stefan Georgi, and Ben Settle, all of whom have gone on record to say that — yes, bullets are one of the most valuable copywriting skills you can ever own, and maybe the most valuable.

Page 2’s belief is that the best way to own bullets is to follow what Gary Halbert once recommended in his newsletter — and what people like Gary Bencivenga, Parris Lampropoulos, and Ben Settle have put in practice — namely, to look in parallel at both the source material and the finished bullet.

Page 3’s belief is that Copy Riddles is a fun and effective way to implement that Gary Halbert process…

… without spending months of your time and hundreds of hours of your mental effort to do what I’ve already done for you, which is to track down a bunch of winning sales letters… buy or borrow or steal the books or courses they were selling… and go bullet by bullet, comparing the source to the finished product, figuring out how exactly the A-list copywriters turned lead into gold.

And that’s pretty much the entire sales letter.

If I manage to convince the reader of all three of those points, then making the sale is easy, which is why I don’t have a big and dramatic scarcity-based close for the Copy Riddles sales page.

Of course, it does help that I have a bunch of great testimonials, like Carlo’s, right before the final “Buy now” button.

Maybe you would like to see how this mesmerizing sales letter looks in reality.

I won’t link to it directly in this email. Instead, I will remind you that Daniel Throssell is promoting Copy Riddles right now.

Daniel has gotten me to offer a one-time, sizable discount from the current Copy Riddles price, exclusively to people who come via his list.

So if you’re curious what my mesmerizing Copy Riddles sales page looks like, check out Daniel’s next email, because it will have a link to that page at the end.

And if you’re at all interested in buying, then act before tomorrow, Wednesday at 12 noon PST, because that’s when Daniel and I agreed to end this special offer, which will never be repeated again.

In case you’re not yet on Daniel’s list, here’s where to go:

https://persuasivepage.com/

I paid a cool extra $1k to bring you the following hot tip

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The third and final, “VIP” day of the copywriting conference I attended this past May, which added a particularly heavy extra $1k to my ticket, consisted of just one presentation:

A-list copywriter Parris Lampropolous, giving a talk that he has not given before, at least as far as I know, and I’m a bit of a connoisseur of Parris Lampropoulos talks.

At one point, near the end of his talk, Parris revealed what is, in his words, the “most important thing” he has ever learned in his long, successful, and very lucrative marketing career.

Would you like to know what this most important thing is?

I bet.

And since I am in a generous mood, I’ll tell you. It’s something Parris learned early on from one of his biggest mentors, Jay Abraham:

There are only three ways to grow a business, says Jay. ​​The first is to get more customers or clients. The second is to increase the size of their transactions. The third is to increase the frequency of their transactions.

​​That’s it.

“Whoa…” I hear you say.

Or actually, I don’t​​​ hear you say that. Probably, you find the “most important thing” above to be so general as to be almost useless. Probably, there’s no “whoaing” going on anywhere around you right now.

Well, about that.

If you would like to know more than just this one-line summary of Jay Abraham’s approach to building businesses, which Parris Lampropoulos has found so valuable in his career…

Then you can hire Jay to consult you directly, and to apply his knowledge and experience to your business. The man’s consulting rate is currently $150k/day.

Of course, if that’s outside your budget, you can hire him virtually, and have him teach you everything he knows via a “6 week interactive consulting process.”

Really, that’s just a sexy way that Jay describes a big course he sells, which covers each of the three above ways to grow a business in complete and unrelenting detail.

​​Jay’s big course gives you dozens upon dozens of marketing strategies total, along with a bunch of case studies from his clients, big and small, to show you how those strategies work in real life.

if you go on Jay’s website right now, this big 6-weeek course currently sells for $997.

And that’s a fair price when you consider, as per Jay’s website, that “two years and over $200,000 were spent creating this 6 week interactive consulting process.”

But.

​​Maybe you don’t have $997 that’s aching to get spent right now. If so, then hold on to your barstool.

​​Because you can get Jay’s “interactive consulting process” not for $997… but for a grand total of $12.69. That’s such a price drop that it might sound almost impossible. But it’s quite possible.

How? As I wrote yesterday:

1. Go buy Brian Kurtz’s book Overdeliver at https://bejakovic.com/overdeliver. It costs $12.69 on Kindle.

2. Then go to https://overdeliverbook.com/ and put in your Amazon order number from step 1 above.

3. You will then unlock a treasure trove of free bonus material, which includes Jay’s “6 week interactive consulting process.”

Since you are continuing to read this email, maybe there is still some hesitation and indecision in your head. Maybe you are wondering if it’s really worth your $12.69 and a few clicks right now to get Jay’s big course.

​​All I can add is my personal experience.

I am going through Jay’s training right now for the fifth time over the past two years. I’m applying ideas from it to this little info publishing business, to my new health newsletter, to JV promos I do, to coaching clients I advise.

Does Jay’s stuff produce results? Is it magic? ​​Only if you go through it and apply it. And the first step is to get it, at the link above.

Back-patting A-list copywriter admits a hard truth

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A few months back, I heard A-list copywriter Parris Lampropoulos speak at a copywriting conference. Parris admitted something humbling about working with his longest-running clients.

He winced a bit. He shrugged his shoulders. And he verbalized what all good copywriters know deep down:

“All my best successes, as much as I like to pat myself on the back as a copywriter, were when we were in a category of one.”

Yesterday, I started promoting Steve Raju’s ClientRaker, an AI-based process to get you 1) more clients or 2) bigger, richer, nicer clients than you have now.

And this is really what the core of ClientRaker is:

Positioning yourself so you are in a category of one.

That might sound simple. But it’s tricky in a sneaky way — because being in a category of one is not the whole story. ​​

​​You have to be in a category of one AND be seen as valuable. No sense in being the only clown in Antarctica if there are no kids there to entertain.

So how do you get into a category of one that is actually desired by the market?

The standard answer, as Al Ries and Jack Trout wrote in their classic book Positioning, is to look inside your prospect’s head.

And that’s exactly why this this positioning business is tricky, particularly when you are promoting yourself and what you offer. Most people can’t look inside their prospect’s head because they can’t get out of their own head.

We all think we know what other people really want. But we find it very unpleasant and unnatural to take “other” position for very long. So inevitably, we end up looking at the world with blinders on, focusing on what we care about, what we know, what we have in our hands and what we are hoping to trade for what others have in theirs.

My email yesterday was a bit eye-rolly, a bit dismissive about AI. That’s because I don’t think the AI stuff is the biggest value that Steve’s ClientRaker system provides. But I will say one good thing about AI:

AI won’t let you succumb to your own obsessive focus on yourself and the things you know about. AI makes that easy. AI isn’t you. AI doesn’t have your attachments, it knows more than you, and it can take you out of your head and into the heads of the right prospects — if only you take the time to painstakingly prompt it, process its replies, and refine the results.

That’s what Steve has done. And that’s what he gives you inside ClientRaker. A step-by-step process to take you out of your head and into your ideal prospect’s heads.

Follow Steve’s process. Prompt the AI like Steve says. It works like a toaster. You press a button and out pop some results — new client pain points, new problem mechanisms, new USP, new tagline, new LinkedIn bio.

The fact that you can do all this in half an hour, rather than in a matter of weeks or months, means that, even if what the AI gives you is not 100% spot on, you can easily tweak it, if you must, using your superior intelligence and and God-given creativity and deep human insights.
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​And that’s when the real cool stuff begins, which is what the rest of Steve’s process is all about.

ClientRaker is now open for sign ups. The deadline to join is next Wednesday, July 19 at 11am PST, which is when the first of the three trainings will happen.

You can wait until the last minute if you like.

But if you are the proactive type, or if you find yourself excited by this opportunity and want to make sure you don’t miss out on it, then sign up now. ​​Here’s the Google Docs sales page with the full details of the how, when, and where:

https://bejakovic.com/clientraker

Secret lineage to mysterious gurus

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I got in the cab. I was in front, copywriter Vasilis Apostolou and business guru Barry Randall were in back.

There were lots of conceivably smart and valuable questions I could have asked Barry. I could have asked for a business tip. I could have asked for connections to partners. I could have asked for mindset advice.

But I was not so disciplined. Instead, I turned around and said:

“Hey Barry. Today when Parris Lampropoulos got on stage, he said that he and you and Toe Cracker all have the same coach right now. But he didn’t say who. If it’s not a secret, who is it?”

Would you like to know who the mysterious coach is behind these legendary 8- and 9-figure copywriters and marketers?

Well I’m not surprised.

Yesterday I sent out an email, promoting my Most Valuable Email training, along with a 24-hour disappearing bonus. The disappearing bonus had 3 parts:

1) A freely available resource with several valuable marketing ideas
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2) One specific idea that caught my eye in that resource, and my advice on how to implement it today

​3) The man behind this resource, who I have only written about once before, but who has influenced my thinking on a deep level

Yesterday’s email was a big success. It made me more sales of MVE in a single day than I have had since the last day of the initial launch, last September.

Since the disappearing bonus was open to anyone who bought MVE previously (and not just last night), I also got dozens of responses from previous buyers.

The number #1 specific thing people said was they wanted to know part 3) the mysterious man behind the resource, who had influenced me so deeply.

So that’s my conclusion:

People are curious about secret lineage to mysterious gurus. And you can use that to drive action.

That disappearing bonus has now fully disappeared. The mysterious guru who influenced me will retreat to the shadows.

But if you’re curious about my lineage to several other gurus, you can find that inside my 10 Commandments of A-List Copywriters.

Bonus — this book doesn’t just tell you the name of each guru.

​​I found out the name of Barry Randall’s coach. And I got nothing from it — because the guy hasn’t written a book, doesn’t have a newsletter, doesn’t tweet. Unless you have $20k per month to join his mastermind, his name alone won’t do you any good.

​On the other hand, my little 10 Commandments book gives you a bunch of specific and valuable answer to questions about business, mindset, and marketing. All from some of the most smartest, most successful, and most influential people in this space that I’m in. All available here:

https://bejakovic.com/10commandments

“If you’re a copywriter and you don’t do consulting…”

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On the last day of the copywriting conference in Gdansk, A-list copywriter Parris Lampropoulos gave his second talk.

As part of the talk, Parris said something encouraging and nurturing:

“If you’re a copywriter and you don’t do consulting — let me put this delicately – you’re a fucking idiot.”

In my email from a couple days ago, I asked readers what they know that they could sell.

I got a lot of responses to that email. Most of the ideas I heard I thought were very sellable. A few I was ready to pay money for then and there.

I wonder what will come of all those ideas. I hope many will in fact turn into something. And maybe Parris’s encouraging and nurturing words above will help somebody transform their sellable knowledge into cash.

If you’re a copywriter… or you like the idea of offering consulting, but something is blocking you… you might like my daily email newsletter. I occasionally share ideas which you might find valuable. Click here to sign up.

Curious quirk at a copywriting conference

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“So what do you do?” she asked me.

“Nothing much,” I said.

The cheerful English woman laughed. “But seriously, what do you do?”

I shrugged. “I write. Like everybody else here.”

Her eyes got wide. “But I don’t write anything!”

Last night, I spent a bizarre two hours, standing around with a glass of sparkling water and a plate of little croissants in my hands, talking to anybody who passed within arms reach of me.

I would start a conversation by saying, “Hello, I’m John.” And then I would try to keep that conversation going as long as I could without saying anything about copywriting, marketing, or sales funnels.

Inevitably though, everybody I talked to revealed they are a copywriter within a minute or two.

“I write for a supplement company.” “Oh I work for the Motley Fool.” “I’m in the prepper niche.”

It’s not surprising the restaurant was filled with copywriters. After all, it’s a copywriting and direct marketing conference I am attending.

When I asked people why they are here, many of them said it’s because A-list copywriter Parris Lampropoulos is giving a talk. Indeed, there was Parris, working the room and chatting with everyone. He had on a colorful shirt. “It’s a Robert Graham,” Parris said. “I put his kids through college.”

At some point, I realized there were two tablefuls of people that had not gotten up during the whole night. I hadn’t talked to anybody from either table. So I went over to one, and asked if I could join.

“Sure,” said the cheerful English woman.

We talked for a while about her Staffordshire bull terriers (9 of ’em!) and about the best years of her life (moving around in a camper van).

And then she asked me what I do. I tried to dodge the question. But eventually, I had to reveal that I too write. She said she doesn’t.

That was my first clue to a curious fact, which became revealed as the night went on.

For some reason, all the copywriters were standing around the bar and buffet. All the business owners were seated at the two tables, and they weren’t budging.

Maybe the copywriters are hungry, and the business owners are not?

Or maybe it was just a quirk of last night?

In any case, if you ever do attend a copywriting conference, and you’re a hungry copywriter looking for work — not my current situation, thank God — then keep this possible quirk in mind. And gravitate to the tables where nobody seems willing to budge.

It’s 8:07am as I write this. In another 10 minutes, the conference is supposed to start. I will be there exactly on time, because I’m hoping for coffee.

Which means it’s time for me to go. ​​

Meanwhile, if you want to read something that I learned from the great Parris Lampropoulos — perhaps the best thing I’ve learned from him — you can find that in Commandment II of my 10 Commandments of A-List Copywriters. The book is hiding on Amazon, unwilling to budge from its spot. But if you’re willing to go to it:

https://bejakovic.com/10commandments

I made $1,100 so I decided to spend $6,000 more

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Two weeks ago, I was talking to copywriter Vasilis Apostolou, and he told me of a direct marketing conference that’s happening in May in Poland.

The conference is small but features some people I very much respect, foremost among them A-list copywriter Parris Lampropoulos and marketer Matt Bacak.

I asked Vasilis how much it costs to get in. He told me. I groaned.

$3,000 just for the ticket. And then there’s travel, a place to stay, plus 3-4 days lost from work.

This past Thursday, I got on a podcast-like interview with Jen Adams from the Professional Writers Alliance. Last December, I wrote some articles for PWA about my 10 Commandments book, and I got paid $1k for those articles. I got paid an extra $100 for this podcast-like appearance.

​​Getting paid $1,100 is a nice way to do self-promotion – but it’s not enough.

Last summer, I paid $1,200 for the Dig This Zoom calls. I found out about the PWA writing opportunity through the Discord channel for people who bought those Dig calls. So far, I’ve made back $1,100 of that $1,200 via this PWA thing. That means I still have $100 to make up somewhere.

I’ve written before how I have made back all the money I’ve paid for specific copywriting and marketing education.

​​Tens of thousands on coaching with Dan Ferrari… thousands on newsletters and books with Ben Settle… $297 for the Parris Lampropoulos webinars back in 2019. That last one, by the way, is my most winning investment. When I add up all the extra money I can directly trace back to Parris’s training, I estimate it to have been about a 300x return.

The thing is, all those returns turned out to be unconscious, after-the-fact, well-would-you-look-at-that results.

​​But I’ve since told myself not to make this into a matter of coincidence or luck. I’ve since made it a matter of attitude. I now put in thought and effort to make sure any investment, regardless of how small or large, has to eventually pay for itself.

That’s an outcome that’s impossible to control if you are buying stocks or bonds or race horses. But it’s quite possible to control if you are buying education, opportunities, or connections.

I will see what happens once those PWA articles get published and once interview goes live. Maybe one of those PWA people will join my list, buy something from me, and pay me that missing $100. Unless I can track $100 of extra sales to that, I will have to think what else I can do to make those Dig Zoom calls pay for themselves.

Likewise with that Poland conference. ​I decided to go. I budgeted $6k total for it — actual groan-inducing cost plus opportunity cost.

​​In other words, I will have to figure out a way to make the event pay me at least $6k. And I set myself the goal to have it happen within the first seven days after conference ends. I’m a little nervous about achieving that, but to me that signals that it’s possible.

So now I have three calls-to-action for you:

1. If you are planning to be there in Poland in May, let me know and we can make a point of meeting there and talking.

2. If you somehow already got on my list via PWA, hit reply and let me know. I’m curious to hear what you’re up to and why you decided to join. And if you’re thinking of writing a book like my 10 Commandments book, I might be able to give you some inspiration or advice.

3. If neither of the above applies to you, then my final offer is my Copy Riddles program. It costs $400. If you do decide to buy it, I encourage you to think of how you can make this investment directly and trackably pay for itself, and then some.

You might wonder if that’s really possible.

​​It is.

​​So today, instead of pointing you to the Copy Riddles sales page, let me point you to an email I wrote last year about a Copy Riddles member named Nathan, who doubled his income as an in-house copywriter, and who credits Copy Riddles for a chunk of that increase. ​​In case you’re curious:

https://bejakovic.com/how-to-bombard-copywriting-clients-with-extra-value-at-no-extra-effort/

Serves me right for soliciting wishes

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Last month, I sent out an email about a training I want to put together, on how copywriters can create their own offers. I’m still planning to put that training together, and I will have it out later this month.

Anyways, in that email, I asked for input. What’s your current situation… what’s holding you back from creating your own offer… what questions would you wish that I answer if I put this training together.

I got some good responses. But one reader got greedy. He decided to treat me like the genie of the lamp, and he wished the forbidden wish:

“Tell me how to create an offer that’s guaranteed to be irresistible!”

Upon hearing this, I bounced around like an angry djinn, exploding into a million little exasperated stars. “That’s like wishing for more wishes! ‘Guaranteed’? ‘Irresistible’? It cannot be done!”

But then I rematerialized into my human form. I scratched my blue genie head, pulled on my genie beard, and thought for a moment. I reached back into my ancient genie memory, spanning thousands of years, thousands of copywriting books, and thousands of sales campaigns.

I realized there is a way that’s almost guaranteed to produce irresistible offers.

​​At least, I found there’s a common element to all the offers I’ve created which ended up successful. On the flip side, I also found this element was lacking in all the offers which fizzled.

I won’t spell out what this magical element is — not here. It’s something I will reserve for my Mystical Cave of Secrets, aka that training about offers I will put on later this month.

But I can give you an idea of what this element is, using my most successful offer to date, Copy Riddles. If you pay close attention to what I’m about to say, you can figure out what I have in mind.

Here goes:

Copy Riddles is built around a simple bit of advice by the legendary, multimillionaire copywriter Gary Halbert.

Gary’s bit of advice has been endorsed by A-list copywriter Parris Lampropoulos. Parris said that if you follow Gary’s bit of advice, you’ll learn to write copy and make lots of money. And Parris should know — because he himself followed Gary’s advice, applied it, and made lots of money.

Parris isn’t the only one. Marketer Ben Settle also admitted that he followed Gary’s advice and profited as a result.

And another Gary — Gary Bencivenga, who has been called America’s greatest living copywriter, said he managed to beat a control by Gene Schwartz as a result of following this same approach that Gary Halbert advised, though he arrived at it independently of Gary Halbert.

And what is that bit of advice?

It’s​​ simply to look at sales bullets from successful sales letters, and to compare those bullets to the source in the book or the course or whatever that the sales letter was selling. That’s how you can spot the “twists” that top copywriters use to turn sand into glass, water into wine, lead into gold.

So that’s what I did.

I tracked down both the source material, and the bullets that sold that source material. But not just any bullets. Bullets written by A-list copywriters — including the two Gary’s, including Parris, including many more like David Deutsch and John Carlton — who were all competing against each other in the biggest big-money arenas of sales copywriting and direct marketing.

And then, rather than just creating a how-to course based on the tricks and tactics that I saw these A-list copywriters using in their sales bullets, I created a fun, immersive, exercise-based experience that I summed up in the title of the course, Copy Riddles.

Result? Here’s marketer Chew Zhi Wei, who went through Copy Riddles a while back:

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By the way just wanted to thank you for such an amazing course. This might be one of the most valuable courses that I have ever have the privilege to attend. So much so that I even feel that you’re underselling how much value you’re actually gifting away. Thank you so very very much.

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Is it clear now how to make an almost irresistible offer? I hope it is. And if not, you can find it discussed in more detail in rounds 6-12 of Copy Riddles, with round 11 being particularly relevant.

If you’re curious about all that, here’s where to go:

https://bejakovic.com/cr