Geeez… if I made a buck out of everyone asking me this…
“Bret, when are you putting up your website?”
By now… I’d be laying back, feet up, cocktail in hand, sunbaking on the front deck of a luxury yacht sailing around the Greek Islands!
Okay – in truth? I’d probably have around $36 – but here’s my point…
From what started out as a ‘seemingly’ small decision to give my business a BOOST – turned out to be a major lifestyle shift! Totally in my favour. And guess what?
Believe it or not… but it’s in your favour too. Keep reading to see what I mean…
“So What am I talking about?”
Let me explain: It was the day when I decided to learn the art of “Emotional Direct Response Copywriting”
And look, at the time; I didn’t exactly wake up in the morning and think, “Hey, you know what? I’m bored, so I might start learning a whole new skill today”
You gotta be kidding – Far from it – in fact, after 15 years of slogging away for a boss, managing a multi-million dollar business, babysitting (opps, I mean ‘managing’) 15 staff, running sales teams… making my boss RICH!
Plus – on the home front – trying to be the best Dad I could be to my three gorgeous boys (my little best mates) as a single father. (More on that later)
Then, 18months of trying to get a new business concept off the ground! Unsuccessfully… although not a regret! So yeah… you could say… I wasn’t really busting out of the seems excited to learn a whole new skill from scratch. But here’s what happened…
In what amazed even the most seasoned marketing and copywriting guru’s in Australia, I humbly went from zero, just writing my own copy, to having a line up of some of Australia’s greatest marketers and entrepreneurs knocking at my door – cash in hand – begging and pleading me to write copy for their business!
Weird??? – Damn right – Very weird I thought – Considering that this all happened in just the first 6 months!
But what happened in the following 6months was even a bigger shock!
Was it beginners luck? Well, that was a safe theory early on, but after months and months of continuous successful letters, emails and ads that were getting unprecedented response rates AND sales… Well… that theory wore pretty thin.
So why the sudden mass attention to my copywriting? Well, it obviously wasn’t my good looks or charm, nor a long list of testimonials to refer to. You wanna know what it was?
The answer is simple.
“Results”.
No smokes or mirrors – No B.S – No Hype – just good ol’ fashion black and white, rock solid measurable results.
Can’t argue with the truth right? And get this…
I thought – It’s time to have a red-hot shot for myself!
I decided to put my “new found skill” into action for my own business. I mean after all… I had already helped dozens of other business owners make blistering profits, over and above what they had ever expected. So now it was my turn!
A good mate of mine, Andy, over a couple of glasses of red, decided to go 50/50 in an offline direct mail business.
Cut a long story short – I took a product that was selling for $498 and re-wrote the copy to my standard; added a few extra steps and components; then put it to the test. Here’s what happened.
I was able to sell the exact same product for $1497 (3 X the price) PLUS! I out sold every other distributer in other states by more than double! – Often triple!
Amazingly – My sales letter had a 22% sales rate. Unheard of in the direct mail business. We made $125,000 in 4 months, starting from scratch!
DAMN! This stuff really works!
And then the unthinkable happened…
BANG! Out of the blue…
The business was gone! The guy who owned the rights for the product ended up selling out to someone who wanted all of the marketing rights. No big deal.
So I re opened my doors and started writing copy for other people. And just like last time – the results were staggering! I was writing copy for some of the greatest marketers in Australia AND exceeding their expectations (not an easy feat I hear)
And then “the phone call” – the call that every copywriter dreams of…
It was Mal Emery – easily the country’s No.1 Emotional Direct Response Marketing genius Aka: Australia’s Millionaire Maker.
He’d seen the copy I was punching out, and little did I know, was secretly keeping track of my successes.
In Mal’s own words… “I realized that Bret was the guy I wanted as my personal copywriter. His pure talent will make me a lot more money than I would have to pay him”
Sounds good to me. So he gave me an offer too good to refuse… and as they say, “The rest is history”.
So what’s that got to do with you?
Here’s the scoop. Sure… I’m pretty busy with Mal’s stuff, but occasionally I do take on the odd job for people here and there.
The last guy that snuck into my schedule needed my help to fill a seminar room to a cold list. I whipped out a “guns-are-blazing” sales pack and here’s what happened…
He got a 12.5% take up rate off the first letter! That’ll probably net him around $100,000 in 2days.
Anyway… I’ve gotta fly now… if you wanna touch base with me and see if I can help you, then email me now at info@thecopywritingsystem.com – give a quick overview of your project and then I’ll decide if we go the next step.
So what is the next step anyway?
Good question. I have a copywriting questionnaire that will help me (and you) get inside the head of your client – because then (and only then) is when the ‘magic happens’ with copy.
Anyway, keep an eye out for some emails from me. I plan to share some hot copy tips that anyone, anytime, anywhere, can simply implement immediately into their marketing strategies that will dramatically BOOST response.
Worth reading – stay tuned!
Bye for now
P.S. I occasionally pass on some free un-announced gifts, so it’ll pay to stay!
Can you guess the secret???
The Key of all Keys – I beleive it is to understand your target audience. To laser beam in on the niche within the niche.
Understanding your clients needs and providing a solution to those needs.
Also to follow on with the other 4 – Big idia, compelling headline, conversational copy and graphics layout.
Greetings Brett how are you mate?.
First of all congradualations for your overnight success which most probabaly only took around 35 years to come your way?; but it came and you jumped and got what you deserve..nice to see its possible with an ordinary aussie bloke,who’s done some miles and taken a few knocks and who still engages with humour.
“So about your question?,I say you used”:-
Compelling creativity of playful direct and indirect words,to your prospective market customers.
Your easy deliveries of showmanship is like a well refined “craft” and you Brett apply this like a good method actors screen play.
In a serious stressfull era “most” buy into and allow themselfs to be trapped up in today,you pull out this ability to display a casual easy relaxed presense, which is exactly what everybody desires to some degree.
Straight up Brett,im personally glad you have presented because its setting brand new standards for all of us virgin newbies to stretch and reach towards.
This is my time to shine now also and if you watch for my future sites,you will see modeling going on from all the “A”graders online today,only with my personal mask intregated.
So Virtual space to watch will be as follows,
http://www.MATEEYES.COM, – (social network & Software).
http://www.MODERNBODYENHANCEMENT.COM, and, -(health & wellness & software).
http://www.FUGGENOATHMATE.COM.., -(Aussie tradesmans resourses & social)..
All my current domains lying in mettamorphassiss by the torcherous micro second, however i too have the same passage to follow as you did so before,and im growing very strong by the day.
Thanks for the email ,
have an outstanding day mateeyes,
kind reguards,sincerly from Rodney.
The #1 I identified was the story you told. Its the central theme to your entire letter. Its the rags to riches story, or “if I can do it, you can too”. You actually talk your old self down to a level lower than your prospect, so if you can do it, then surely your prospect will do it even more easily! That’s the hook, and it’s also your headline.
Kinda like John Carlton’s one legged golfer. If someone with one leg can hit a golf ball several hundred metres dead straight, surely YOU, able bodied can do even better. Or, if I lost 50kg, surely you can lose 20! People often reduce the success of the person who’s selling to them to see if they’re happy with less results. For example, if I earn $100k a year with my system, I know people will think “hmmmm…what if I’m not as good as him, and only make $50k. Still pretty good”. In your case you’re reversing it by saying you had to come from miles away to the position you’re in now. Your prospects are probably halfway there, being existing students of direct response marketing so they have a head start. Again, if you can do it, they can do it more easily.
You also identify with your target market…many of them have also been to many seminars looking for the magic pill. And you hit them right between the eyes, which they know deep down anyway, and that is a) there IS no magic pill – you have to work and b) if you’re prepared to work then you’ve got the shortcut for them.
You also endorse the letter with Andrew and Daryl.
And you use a stop signal to get people to read your testimonials.
And you identify with parents too, with your “duty to provide” – its a signal that gets switched on for parents when they have their kids. It gets us every time.
And you clearly let your personality shine through your video and sales page.
Hi Brett.
Just responding to your email asking what the secret “key-of-all-keys” of a powerful sales leter is.
My answer is = “THE OFFER”.
Let me know if I’ve won your free gift and free consultation.
Cheers
Daniel Rosovsky
Hi Bret,
The Key of all Keys: Is the art of writing compelling words on paper, better known as Emotional, Direct Response Copywriting
Hi Brett
I sort of agree with the previous 2 answers, but I think there is a bigger picture.
It is great to learn all of the systems and concepts, 9and they are good and easy to learn), but the number one thing that one must do in any great “sales letter”
IS
“FOLLOW THROUGH AND DO IT”
Too many people talk, fiddle around, but never actually follow through and achieve their goal. You can have the greatest sales letter in the world, but unless you actually do the research, finish it and deliver it, nothing will ever happen.
Not sure if this is the answer, but this is what I believe is the number 1 key to being successful.
Commitment Commitment Commitment
“You never, never know, if you don’t have a go”
Keep up the good work.
Cheers
Dave
The No 1. Key of all Keys is Emotional Direct Response Copywriting
Hi Brett, great offer to get us to all go back and read your letter again! You bet!
I think your key of all keys that rules everything else..
Is that you talk and write how you speak as if i was actually right there in the room with you, and you were one of my best friends just sharing your life stuff with ME – it feels so PERSONAL. It was not just you standing there talking at me. There were pauses in the ‘conversation’ for me to affirm you and think…
That’s it for me. I also loved the music in the video, up beat and friendly, so – just say YES, mate, and clean up the mess later (and your skin DOES look great too! The system’s working….)
Cheers,
Amanda
Hi Brett,
I saw you at Andrew and Daryl’s Gold Coast Seminar a few weeks back and really enjoyed it!
I reckon your “key-of-all-keys” is using the post-scripts at the end of your sales copy!
P.S.
Am I right??
cheers
Bonnie
Hey Bret,
I think the Key of all Keys is your use of your boys as an emotional response technique. This makes you a real person and very likable. It builds trust as well.
I am currently a member of Online Mentoring Program. I have been trying to access the 25 10 minute phone calls I am entitled to. I have written to your support staff several times, but nothing is happening.
Can something be done about it please,
Regards,
Nick