John Carlton - Kickass Copywriting Secrets of a Marketing Rebel

**RO445sst** · 02-08-2012, 12:30 PM

Table of Contents
Introduction
“The Oldest Secrets In Business.”
Welcome to a fascinating and insanely lucrative world
most people will never know exists.
1.... The only limit to your success is the depth of your greed and desire.
2.... A small but very important promise 1 want you to make.
3.... The unchanging psychology of being human.
Chapter I
“The Astonishing Wealth-Building Magic Of Direct Response.”
Why almost everyone is completely wrong about what makes a good ad...
and why this is a tremendous advantage for those who know the secrets!
1.... The itch that must be scratched.
2.... Your ad is actually a master salesman, in print.
3.... The scam large ad agencies try to pull.
4.... The Function of Seduction.
5.... Appeal to his selfish desire.
Chapter II
“Gun To The Head Copywriting.”
10 hyper-effective secrets of a copywriter who was forced
to create successful ads... or starve!
1.... What matters is where you want to be... not where you are-
2.... The secret to creating the best advertising in the world.
3.... Get in bed with your customer.
4.... It's all about HER needs.
5.... The most powerful word you can use in any sales pitch.
6.... Go out and eat their lunch.
7.... Your own million-dollar library of secrets.
Chapter III
“The Amazing 'Lazy Businessman's 3-Step Shortcut' To Your
First World-Class Ad.”
How to quickly turn proven salesmanship into white-hot sales copy,
even if you flunked remedial English!
1.... Sell more people in a day than you could meet personally in a year.
2.... Bottle your perfect sales pitch.
3.... Clone yourself a hundred thousand times.
Chapter IV
“How To Find The Head-Turning Hook That Reels `Em In.”
Be the one thing he reads today that gets his adrenaline pumping!
1.... Force people to read your ad.
2.... The one-legged golfer.
3.... SEX!
4…. The human computer.
5.... "Who cares if he's a little nuts..."
6.... Reach out and pinch `em on the ass.
7.... Be the first to tell your story.
Chapter V
“The More You Tell, The More You Sell.”
Your ad is your salesman. Don't gag him!
1.... Aim for their passionate sweet spot.
2.... Your ad is your door-to-door salesman.
3.... She'll never know unless you tell her.
4.... You can't do it with a stick up your ass.
5.... Astonish him with the truth.
Chapter VI
“Get It Read.”
The simple tactics of making sure your message survives her
natural aversion to advertising!
1.... Don't try to get noticed.
2.... Who sent this mysterious envelope?
3.... Give your ad better than just a fighting chance.
4.... Full Frontal Nudity!
5.... No one in the history of civilization has ever not opened this envelnpe
Chapter VII
“Killer Headlines.”
How to write a headline that stops your intended audience cold.
1.... How to murder your ad.
2.... Use trigger words that work as well as his name.
3.... Why hide your message behind a goofy headline?
4.... Make the client squirm.
5.... Ignore everyone but your prime targets.
6.... The skinny little golf genius who accidentally started hitting 426-yard tee shots.
Chapter VIII
“Tell Me Why You're Telling Me What You're Telling Me.”
How to use the power of "reason why" copy to overcome
all objections and make the sale!
1.... The "If-Then" introduction.
2.... How to sound like you know what you're talking about.
3.... Give her a reason to buy from you.
4.... Help him convince his wife it was a good idea.
5.... Here's what it's all about, Jack.
Chapter IX
“The Simple Wizardry Of Capturing Your Reader's Imagination.”
How to paint pleasing pictures of what your product will do for your customer!
1.... Is it any good?
2.... What this stuff will do for the human being using it.
3.... Tickle his senses.
4.... Why your fortune depends on some basic street savvy.
5.... Power words that carry an emotional wallop.
6.... The one-two punch of blind bullets.
7.... How to eliminate skulled shots that roll too far.
8.... 40% more raw power!
9.... Instantly eliminates performance anxiety in men!
10... Let other people do your bragging for you.
Chapter X
“How To Close The Deal.”
Don't forget to get paid!
1.... Get him to act right friggin' NOW.
2.... The offer no sane man can refuse.
3.... Real salesmanship has no regard for price.
4.... What's your stuff worth?
5.... Pitch with logic, sell on emotion.
6.... Shoulder all the risk.
7.... Light a fire under his butt!
8.... Make it easy and painless to order.
9.... Keep it simple and efficient.
Chapter XI
“Your Starter Menu Of Sample Letter And Ad Themes.”
Eleven world-class examples of successful direct response concepts...
plus a Proven Template for your own mega-pulling letter!
1.... Advertising doesn't work.
2.... Use a star, a story, and a solution-
3.... Put your money where your mouth is.
4.... "I desperately need your help."
5.... The enormous attention-grabbing power of free money.
6.... "I've just put $20 in your private account!"
7.... WARNING!
8.... Piggyback your passions.
9.... An ethical bribe.
10... Piss everyone off... and then apologize.
11... Your basic letter template.
Chapter XII
“Where The Real Money Is.”
Why your back end will be the most profitable part of any sale!
1.... You have no idea how eager he is to buy more from you.
2.... When he's already got his wallet out.
3.... Nurture your customer list like a gold-egg laying goose.
4.... The aggrieved and jilted lover.
5.... The average amount of money a customer is worth to you.
Chapter XIII
“How To Find And Feed Your Own Flush, Hungry, Passionate Mob.”
Create a near perfect product over a short weekend!
1.... You need something to sell.
2.... Find a hungry mob of addicts with a High Passion Index.
3.... Sell something you love.
4.... Focus on a passion you share with a famished crowd.
5.... Quickly become an expert through information.
6.... Cool knowledge most people aren't privy to.
7.... Offer a quick fix.
8.... Marilyn Monroe's phone number.
9.... Movement solves problems.
Chapter XIV
“The Marketing Rebel's Million-Dollar Bag Of Tricks.”
57 proven sales-boosting secrets straight from the trenches!
1.... Blitzkrieg a winner.
2.... Avoid detail blunders.
3.... The "wrong fax" technique.
4.... Send no money.
5.... Buy her one out of your own pocket.
6.... Got a burning question for me?
Chapter XV
“Operation Moneysuck.”
Your number one job is to bring in the cash!
1.... Money will solve problems that not having money creates.
2.... Ignore most problems.
3.... The most profitable square footage in town.
Chapter XVI
“An Idiot's Guide To Consumer Psychology.”
A quickie course in what makes your customer tick.
1.... Fixing what's broken.
2.... We all want to feel special.
3.... People are sheep.
4.... "I have something here with your name on it..."
Chapter XVII
“When You're Selling Yourself.”
Meat market, job market, farmers market... it's all the same.
1.... Become an expert on self-respect.
2.... It really is this simple.
3.... Fishing in a crowded pool.
Chapter XVIII
“The Mysterious Force Behind Every Dollar Bill In The Universe.”
Spooky stuff, man.
1.... You'll wonder where the money's been hiding all this time.
2.... Letting money tell you how to live.
3.... "Screw You" cash.
4.... A heartfelt matter of painful principle.

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