Creation FormProduct:What will this product/service do for me?How will it help me satisfy my physiological needs?How will it help me satisfy my need for security?How will it help me satisfy my need for love and belonging?How will it help me satisfy my need for recognition?How will it help satisfy my need for self-fulfillment?What does this have to do with my gluttony?With my greed?With my pride?With my laziness?With my desire and lust?With my anger?How will this help me fight loneliness?How can it help me protect my rights?How will it help me conquer my fears?How will it help me to assert myself, become a stronger person?How will it help me overcome my feelings of guilt?How will it give me more confidence and help me overcome myinner conviction of not living up to my full potential?In short, what am I going to be able to save - earn - accomplish byusing this product or service?How can it help me eliminate or reduce risks, worries, losses,mistakes and all kinds of other negative factors?What is it that will make me so curious I'll just have to read yourtext? Make me curious enough to want to know more!How...How I became . . .How l have...Why...What…Who else...Which . . .What is it…In which way…When...Where...How much . .Yes, you too...

You...Free:New:Here...Now . . .Finally...The secret…Warning to . . .We are looking for ...Have you ever...Do you…Have you ever seen . . .Is your . . .Discover…Get…Get rid of...You should know that...Accept . . .Dare…Learn…Regain . . .Master …Have …Be...Make money...Change...Become…Ask...Use...Listen…Do...Own...Improve...Reveal...Let yourself...Choose...Try …Win/earn...Save...Live…

Take...Don't let…Imagine…Seven steps for...Ten ways to...Your guide to...The latest about/on...

How do you judge the quality of your letter?All right, your letter is finished. It looks good, it reads well, itsounds enthusiastic. You're sure it's going to be successful. Butbefore sending it to the printer, don't you think it would be a goodidea to verify each point?Date: Score(circle one between 0 and 500)Comments TotalscoreHeadlineDoesn’t work0Works a little100Average250Works well400Very well500

HeadlinedesignUnreadable0Slightlyreadable5Readable10Welldesigned15Very readable20

Letterhead/logoVery weak0Weak10Average20Strong30Very strong

40

OpeningparagraphBoring-30Incomplete0Average10Interesting20Captivating30

OfferNo offer-50Unclear0Average30Good50Excellent75

AdvantagesNone0Few5Needs more10Welldeveloped20Veryimaginative25

PositivelanguageNotbelievable0Arousedoubts2Positive4Very positive7Enthusiastic10

EmphasisimportantpassagesNone0Should bereworked5Average10Good15Attractattention

20

Egometer100% I-15More I0More you’s10Youdominates20100% You25

ReadabilityDifficult toread0Average5Easy enough10Easy15Very easy20

189StructureNeedsrestructuring0Lacksstructure4All right8Easy15Very easy20

PersonalAspectPrinted(anonymous)0Circular4Commercial8Almostpersonal12Very personal15

InterestboostersNone0Lacking2Average4Good7Very frequent10

Page breaksNone0Too few1Average2Good3Perfext5

ProofNone-50Too few0Average20Good35Excellent50

ConclusionNone-20Insufficient0Average15Strong35Very strong50

Gift(s)None0Average, notsold5Average, sold10Good15Very wellexploited20

P.S.None-10Weak0Average10Good15Excellent20

Numberof linesperparagraphMore than 12010 to 12

58 to 10106 to 815Less than 620

DynamismVery heavy0Heavy5Average10Moves along15Verydynamic25

190Conclusion1.000The sales letter checklist on the previous pages

Here are the five copy lead types with some examples of how youmight use them.

The Burning Question(s):First, two questions, if I may...Have you ever sat down and figured out exactlyhow much money you are losing because...I have to ask. Do you realize the amount ofmoney you’re losing because...Have you ever wondered why some people aresuccessful, while others struggle just to makeends meet?The Invitation:You’re invited to be one of the first in your areato receive...It is my pleasure to invite you to participate in aonce-in-a-lifetime opportunity to...This letter is your personal invitation to...I’d like to take this opportunity to extend a veryspecial invitation to you. It’s an invitation to...www.CashCopywriting.com

The “Behind the Scenes” Story:It was 8:00 on a Thursday morning. I arrived atmy office to find...I just got off the phone with Jim Smyth. He toldme...It’s 10:30 on Sunday morning and the churchbells are ringing in San Cristobal, Venezuela.I’m sitting on the balcony of my room at the...It’s about twenty after 11, on a Tuesdaymorning, and I’m thinking that life is pretty good.I got up at 9:30...Well it happened again. I proposed a marketingstrategy to a new client—who told me it wouldn’twork.The “You” Approach:I am so certain that you’ll be delighted with ourlandscaping service that...If you are worried about the future...the marketcrashing...your savings wiped out...a long-termrecession, then pay very close attention to whatI’m about to tell you.Executives like you are a very special breed.You’re the kind of person that...I’m writing because I believe that you are thekind of individual we are seeking. A personwho...The Take-Away:Odds are that you don’t even qualify for theoffer I’m about to make. But on the slightchance that you are...I doubt very seriously if you’re the type ofperson to whom this letter applies. But theissue at hand is so critical that I’ll take thatchance.I don’t know if what I’m about to tell you is right

for you. Frankly, it may be out of your budget...Ok, now you’ve seen the five types of openings, with some examplesof each. Let’s get to the good stuff…your practice exercises.

Practice Exercises:Start five different letters for this product, using each of the five typesabove. You’re writing it for a very special product. You’ve just beenhired to sell one of the Concorde jets that were recently retired. Theprice tag is a cool $100 million, and only one is being sold. The restare all going to museums. So imagine that you are writing to theprospect that has enough status, sophistication, and money, topurchase a product of this magnitude.Now you will actually be doing two things for each opening, because inaddition to your copy lead, you need to create a headline as well.Build on what you learned from lesson two.You can use any of the headline types you prefer. But I want you topractice writing one lead of each of the five types I’ve shown youtoday. THE LEAD SHOULD ONLY BE ONE PARAGRAPH, TWO ATMOST.

MY "10 SMART MARKET DIAGNOSISAND PROFILING QUESTIONS"1. What keeps them awake at night, indigestion boiling up their esophagus, eyes open, staring at the ceiling?2. What are they afraid of?3. What are they angry about? Who are they angry at?4. What are their top three daily frustrations?5. What trends are occurring and will occur in their businesses or lives?6. What do they secretly, ardently desire most?7. Is there a built-in bias to the way they make decisions?(Example: engineers = exceptionally analytical)8. Do they have their own language?9. Who else is selling something similar to them, and how?10. Who else has tried selling them something similar, and how has that effort failed?So, Step 1 in our system is to analyze thoroughly, understand, and connect with the customer."If I were to give, what would be important to me?" I came up with this list:1. What benefit to me or my company justifies the cost?2. Who else had picked this drive to contribute to? (How can I validate my judgment?)3. How would I get the money to give? (What budget would it come out of? What other expense would have to be reduced to afford this new one?)