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Ever wondered exactly how to swipe a sales letter? If so, you’ll want to pay close attention. Because in just a moment I’m going to demonstrate HOW to swipe a sales letter.
But first, you should know: While I don’t generally swipe whole ads, you can actually write fairly strong copy by swiping.
When I say swiping, I don’t mean plagiarizing. Plagiarizing is stealing copy word-for-word; swiping is taking similar ideas, concepts, or copy structure from one ad and using them in another.
Some people take the idea of swiping too far. For instance, you would never want to take somebody’s copy and then just replace a few words here and there. This is basically plagiarizing.
Of course, it’s easy to create a list of “dos” and “don’ts” without ever fully communicating the right way to swipe a sales letter. With that in mind, I figured I’d actually show you three sales letters for three different products.
- The first one is the famous Wall Street Journal letter.
- The second one is a swipe of the Wall Street Journal letter.
- And the third one is my swipe of the Wall Street Journal letter.
Each of these letters uses the same structure and some of the same selling arguments to make their case. Take a look…
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Learning how to write bullets may be one of the most important copywriting skills you ever learn. This is because bullets often do all the “heavy lifting” in a sales letter. They’re the words that penetrate your buyer’s natural buying defenses. They’re the words that sell.
I’ve heard many direct marketing experts explain the importance of bullets this way: “You want to write as many hard-hitting bullets as you can because sometimes just one bullet will persuade somebody to buy.”
I know this is true… because I’ve experienced it myself. I remember reading a sales letter for a Nightingale-Conant product. The letter was probably 80% bullets. As I read through those bullets, one or two of them really hit me. The bullets addressed something I really wanted to learn.
Then, as I kept reading, I began to think, “How could I not buy this product??” This is the best possible response you could ever hope for: When your prospect can’t imagine life without your product. He has to have it.
With that in mind, here are my methods for bullet writing. What I share here is not necessarily “the right way.” It’s one way. It’s the way I do it. So here it goes…
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Ever notice how most of the guys and gals who achieve extraordinary success speak at seminars on a regular basis?
There’s just something about public speaking that sets a person apart from all the experts who prefer to hide behind their laptops.
In this post, I want to share with you the copy elements that should be included in a sales letter to fill a seminar, workshop, or live event. I’m also going to share a few insights I’ve picked up over the years.
Whether you end up using this information to help fill your own event — or another person’s event — is up to you. Either way, it will make filling an event easier.
I’ll list out all the copy elements in just a minute. But first…
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If you sell on the Internet, chances are that one of the most common types of sales letters you’ll write is one to sell an information product.
You might be selling an ebook, a special report, an e-course, a real book, a home study course, a group coaching program — the list of information products is a mile long.
So how do you go about tackling a sales letter to sell an information product? What copy elements should be included (or not included)?
After personally writing dozens of sales letters to sell information products, I finally decided to list out all the copy elements that go into this particular kind of sales letter.
I think you’ll find it particularly helpful to have this list printed out so you can reference it while you write. So without further ado…
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