dan k guru secrets teleseminar outline part two

8/17/2019 Dan K Guru Secrets Teleseminar Outline Part Two

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1.The King of All Copy Strategies from JayAbraham! And it has nothing to do withwriting a single word.Jay Abraham’s first concern is NOT about the clients he works for.

He considers his real client the consumer of what his client is selling. Therefore he never setsforth to make the people who hired him any money.

He’s there to enrich the person who hires him only after he or she’s has fulfilled on their promiseto give greater benefit, value, advantage, experience, enjoyment, protection –whatever theglorious outcome was supposed to be – to the end user.

This stems from his Strategy of Preeminence principle.

Here is where you radically transform your idea about who you’re writing to. If you’re simplywriting to customers, as Webster’s dictionary would define as; people who purchase commoditiesor services, you’re setting yourself up to write like a bum.

The dictionary definition of client is someone who’s under your care and protection.

Having a feeling of certainty that you can protect someone from danger is like having asuperpower.

Look at this example.

I started training to box when I was six years old and went on to win x amount of xchampionships.

This meant that through my whole school career I was 100% confident that I could protect myself.While this made my life easier, what was really intoxicating was being able to protect others. Mybrothers, sisters, mom, girlfriends, friends, kids getting picked on.

I’ve come to the rescue of people in my life and I’m telling you there’s no feeling like it in theworld.

When I was a teen I was rowdy and known as a bad ass so people who wanted to make a namefor themselves would come at me.

I had activated the law of attraction in this area of my life.

I always held my own fighting one on one. Lots of people think they’re tough but once they get hitright in their face with a punch that’s got 212 pounds behind it rather than a 12 pound arm punchmost guys hit with when flailing about in a fight, they instantly drop to ground and ask you to stopor because they’re knocked out.

Do you have the power to protect your ideal client?



If you are genuinely coming to their rescue why would you let your copy sound like you’re somelimp wristed punk with a tin cup held out at arms length begging for money from your client? Ifyou have the goods, shame on you for not standing up boldly and saying so.

Protect is an extremely powerful word and by constantly focusing on whether or not the personreading this would see you as their defender, you’ll never come across as a me-too. You’ll

always be seen as The most trusted advisor this specific individual could ask for.

You will NOT get this by falling in love with your product. You will NOT get this by falling in lovewith being the fastest growing company. You will NOT get this thinking about what peers in yourindustry will say about your ads.

You gotta connect with your client.

People will NOT trust you if they first don’t feel like you know their feelings, desires, frustrations,fears, goals, hopes and dreams.

This is why if you’ve been in the person’s shoes you’re trying to sell something to at one time inyour life you have a major league advantage because you’ve experienced all of these at the gutlevel.

Your story hits home with them. You’ve been where they are and you’ve escaped. Now you’reoffering to show them the way out of darkness and into the light. And once they follow you they’llbe liberated.

Think about how powerful that word is. LIBERATED.

Liberators go down in history. Moses, Ghandi, Churchhill, Abraham Lincoln, Martin Luther Kingand so on. When you fall in love with the vision of seeing your clients free from their problems

and all your actions congruently demonstrate you are on their side and are their leader, theirprotector, their liberator… shit, you’ll be unstoppable.

This is the place to write from. This is where Jay writes from. And is it no wonder that peoplehave responded to his copywriting for decades now, by sending him 5, 15, and 25 thousanddollar checks.

2. Five Crucial Questions You Must Get RIGHT BEFORE The

First Word of Ad Copy is Written:

1. What’s Your REAL Product? We buy emotionally and justify with logic.Products are like onions… they have layers.

Features: Size, weight, color, design



Functional Benefits: How it does what it does. The means to getting somethingdone.

Practical Benefits: Saves you money, Saves you time, makes you healthier,produces wealth, enhances pleasure

Emotional Benefits: Excitement, relief, pride, peace of mind,

I dissected a J. Peterman ad for a weight driven wall clock. This is the ad copy forit…

__________Fascination.

A wealthy merchant’s home in Nuremburg or Amsterdam, ca. 1690.Lot’s of rich silk and velvet fabrics, ornately carved furniture, glowing silver,

all designed to impress. But it is an amazingly advanced object like the ones yousee here that make visitors’ jaws drop.

Over 300 years later, they still have that effect.

Antique mechanical clocks with iron frames and exposed brass works.Fascinating to watch, to listen to – the slowly turning gears, the precise “tick-tock”sound and the clear chimes of the bells when struck on the hour.

People want to get close and touch them.

Look at how they masterfully transform before your eyes a mundane feature of thisclock into an emotional benefit.

Feature: Exposed brass works.

Functional Benefit: You can see the smooth precise functioning of your clock.

Practical Benefit: Fascinating to watch the slowly turning gears.

Emotional Benefit: Objects like the ones you see here make visitors’ jaws drop.People want to get close and touch them.

You can do this for every single one of the features of your products.



Don’t be like the idiots at Circuit city that let some ad agency run this copy for their T.V.,

Samsung 46” Series 5 LCD HDTV• 1080p resolution• HD tuner• SRS TruSurround XT

• 2 HDMI inputs• 5ms response time• Picture-in-picture

I pulled this directly from their site.

This is all education I get before I’m asked to decide to punch in my credit card number and give them$1500 dollars of my money.

They ignorantly assume everyone knows what the jargon means. And if you do, they leave it up toyou to figure out it specifically impacts your life.

Don’t be stupid like Circuit City and victimize your clients and customers with an attempt at an ad likethis.

Make it easy and fun to buy from you like J. Peterman does.

3, 4, 5, 6. Here’s how I learned from Clayton Makepeace to turn

an ordinary product into a superstar.

1. Pry out every benefit your product can deliver.

2. Think of all the positive emotions these benefits address

3. Identify every negative issue your product resolves

4. Identify every negative emotion your product resolves

5. Find premiums to fill gaps not met by the product

2. Who’s Your Best Prospect?

You want to know on average, of all these for your market. Ethnicity, Sex, AgeRange, Education, Profession, Income, home ownership or not, Credit Card Usage,Marital Status, Children, Financial Situation.



These are the surface level nice-to-knows. The list below taps into the deepstructure that you can actually write to.

What do they dream about?

What do they desire?

What do they love?

What do they fear?

What frustrates them?

What angers them?

What do they hate?

What arouses their skepticism?

What embarrasses them?

What are they most thankful for?

What are their sources of shame and guilt?

What are their secret self-doubts?

What are they proudest of?

What makes them happy?

Where do I find all this stuff?

Clayton says to BE the PROSPECT

You buy – and read – best selling books, magazines and newsletters on the subject ofwhat you’re offering.

Hang out at the relevant websites and blogs of your market.



Watch all the cable channels built around the subject of your product.

Learn how to conduct a powerful interview with your customers and clients. You comeat this from the angle of looking for a testimonial but you’re really looking to get toknow them. It might come across as weird if you call them and say you want to do

research on them.

Become friendly with likely prospects.

If you market is golfers but you’ve never golfed… get your ass out on the course.

Always write to the most emotionally charged people in your niche.

3. Who’s Your Best Messenger?

Would the letter be best coming from you or written in the third person?

If you’re the marketplace’s hero, then passion is critical to this selling message.

If you really need to do some bragging about yourself and your product you might feel better doing it in the third person. Boasting coming from someone besides yourself willlet you go full blast with the praise about you or your service/product without makingyou sound like a blow hard. This can work really well when it’s coming from a buyerwho was skeptical at first but as soon as they spoke with you and used your advice they

were converted into loyal customers.

4. What’s Your Best Focus?

When Dan Kennedy sells his newsletter what’s the whole letter built around? TheMost Incredible Free Gift Ever – all the free bonuses you get when you sign up forthe No B.S. Marketing newsletter.

He can’t give you all the powerful and and emotional benefits of the newsletterbecause it hasn’t been written yet. But he can give specific and crystal clearbenefits of all the products you get as bonuses.

If you’re selling a membership or subscription to anything a tried and true way tosell is to center your offer around all the bonuses someone is getting as soon as theysign up. “Here’s how to get this all free… test drive this newsletter.



But if what you’re selling a product where the practical and emotional benefits areclearly evident… lead with the product. And then use premiums to boost the valueand fill any gaps the product can’t.

5. What’s Your Best Approach Strategy?

USP VS. Advertorial VS. Personal Letter

USP – Use when you have a ton of powerful benefits and proof elements you can talkabout. B level copywriter approach. Very basic level of advertising.

Advertorial – Far more valuable than just a benefit laden ad. This is a way toeducate and enhance people’s life by giving them your letter in a way that readslike a How-to do it book or article.

People nowadays are used to getting stuff free online so this aligns with that train ofthought. You demonstrate you’re a friend.

Use this approach when product is not unique. When it is complex. When the productis topical. When benefits are part of a bigger picture. (weight loss)

You’re not leading with benefits so what are you going on?

Fears, Frustration or desire.

Positive or negative current events (How to survive y2k)Conspiracies, frauds or consForecastsHow - To

Personal Letter -- Fundraising industry built on these. This is where you can use theMackay 66 info.

Mongrel Promo – Magalogs and Tabloids. Stuff that looks like a magazine or valuablecontent. People kept them around and mailers could tell because they’d get orders in

later.



7. Direct Mail Checklist

1. Did you know that 70% of your orders may come from the people who live in the wealthiest30% of zip codes? Have you considered zip code deciles?

2. Are you avoiding compiled lists. All you want are the “hotline” names. People who have purchased a products in the last 30 – 90 days. Compiled lists are no better than mailing to the phone book.

3. Have you found any lists that people rented multiple times? This is a good sign.

4. Have you found lists that consist of people who have bought multiple times?

5. Did you ask for a totally random nth selection test?

6. Are you rolling out to at least 2 – 5,000 names? Anything less won’t give you an accurate test.

7. Do you know if there’s enough margin in your product to keep you alive? A common mistakeis to undervalue the price of the product and your expertise. You need at least 8 to 1 price tocosts ration to make direct mail work.

8. Have you optimized your postage costs? Postage is going to usually be your biggest expenseso remember that every penny you shave off of postage turns up in straight profit. This doesnot mean mailing bulk. This does not mean writing less than enough copy to sell your product.It means if there’s a way to save money that doesn’t hurt your response use it.

9. What is your system for stuffing, folding, inserting, stamping, addressing and sending? If youdon’t have one you might want to look in the phone book for lettershops or ask some othermailers what lettershops these use. These shops will save you lots of stress because for verycheap they can fold, stuff, address, and stamp tens of thousands of letters for you every day.Do yourself a favor though and tell them to get screwed if the ask you if you’d like them tostamp them and take them to the post office. As nice as this sounds, don’t do it. Mailhousesare notorious for charging you for full price of postage but not mailing all they charged you for.Mail every piece yourself.

10. Have you gotten several bids from different printers so you know what you’re lowest possiblemailing cost could be?

11. Are the number of pages in your letter divisible by four?

8. John Fordes’ USP Checklist

Several years ago, AWAI Board Member John Forde created the following list of questions to helpidentify any product's USP.



And keep in mind that you're not limited to only one USP for a product. Think about checklists you'veseen that compare their product with several named competitors ...and how effective they've been in getting you to buy.

Here are John's questions:

1. How is my product really different from thecompetition?

* Is my product of better quality?* How so -- stronger, longer lasting, more beautiful, etc.?* What are the features of my product?* Does it have more or better features, and what are they?* How does my product's performance compare to the

competition?* How do we compete on price?

2. How clearly expressed are the benefits?

* Can I assign a number or statistic to my product's performance?

* How much larger is the promise than the promises ofcompetitors?

3. Do we beat the competition on customer service andfulfillment?

* How fast do our orders arrive?* Do we offer email delivery or online archives?* Do we tell customers where/how to buy other products

we recommend?* Do we have a telephone hotline?* What kind of guarantee do we offer?* What bonus gifts come with my product?* Do the premiums satisfy specific needs addressed in

the promotion?

4. How can I show that my product is reliable?

* How long has my company been around?* What's our track record?* What's the background of our product guru or

"champion"?* What reputable 3rd parties use my product?* What's the process by which we create the product?* What testimonials do we have?

Where do you find answers to these questions?



Start with your client: the marketing director, the product developer, maybe even the company president or CEO. If it's an information product, talk to the person who writes or edits it.

Next, go to the Internet. This is a good place to find out about your competition's products and whatthey identify as their USPs.

You should also study spec sheets, manuals, testimonials (if available), and any other written materialfor your product and those of your competition.

Coming up with your product's USPs does not take a great deal of work. And the time you put into itwill pay off with significantly greater response, because you will have specifically told your prospectwhat makes your product better, different, unique.

9. What I Learned About The Invisible “A-

B-C” Process Virtually Every A-ListCopywriter Uses To Annihilate His

Prospects Objections. This Makes BuyingYour Product Seem Like The Most Sensible

Thing He Could Ever Do…I learned this from Clayton Makepeace’s Ultimate Desktop Copy Coach product.

The legendary copywriter Eugene Schwartz once said, “One fully believed promise has ten times thesales power of ten partially-believed promises.”

This part is all about how to create “fully believed promise” after another.

We all know we need to use “Reason Why copy. But how do you do it?

Copy needs a clear, logical progression. This means you’ve got to start with facts your prospectknows, believes or can easily see because you’ve used third party charts or graphs or comments in yourcopy. Now we need to tie new benefit promises and claims to these facts.

Here’s an example of this in action:

Let’s say you’re selling gold stocks.

You could start by laying down several facts about gold stocks.

Gold stocks have jumped by an average of 25% everytime interest rates hit x%.



My clients average gains on buying stocks on my recommendations at these times have been$100,000 to approximately $50, 000 dollars a year.

Top gold stock analyst, Mark Richstein, predicts the price of gold will be increase by 14% in2008

CLAIM: Buying and selling the goldstocks I tell you to can lead to you’re bringing home at leastan extra $50,000 dollars in 2008.

Now I made up the example above but can you see how it would be so much easier for your prospectsto believe you after you’ve laid down three facts that back up what you’re about to claim?

This process adds muscle to all of your benefits.

An important question to ask yourself before you write is “What must my prospect believe in orderto make this purchase?”

Then, “What must my prospect believe first… second… third… and so on, in order to concludethis is the opportunity of a lifetime?”

Then you take each point and arrange them in their logical order. Each point should build logicallyupon the point made before. Each point should bring the prospect one step closer to what it is you promise.

I’LL SEND YOU AN EXAMPLE OF A BLOCK OF COPY WHERE THIS IS EXPERTLY USEDSO CAN SEE HOW IT WAS USED IN THE REAL WORLD.



Completed last sentence… to buy now – FREE with your no-risk trial subscription to my monthlynewsletter.



This process of not too unlike making a case for your product in a one on one conversation with your prospect. And it makes your writing flow. It always gives you a place to start so you’re never facedwith writer’s block.

You make your first point and support it with reasons why. Make the next one and support it withreasons why. Down the list you go until there are no more benefits to talk about.

Pro copywriters ask themselves… How prepared is my prospect to believe my benefits?

You have total control over how you prepare your prospects for the benefits no matter where they’re atwhen they see your copy. Rejoice in this fact.

Clayton was selling a Vitamin D product and one of the hidden benefits was that it had the power toslash the risk of heart failure in half. He delayed talking about this in the promo until he could preparethe reader to fully accept this fact. Most people know Vitamin D is important but have never heard ithas this kind of power.

Now the fact that it could slash your risk of heart failure sounds like a mighty hook doesn’t it?Something that could use for a headline, right. Maybe not.

One of the reasons Clayton believes big benefit headlines bomb is that the reader hasn’t been preparedfor them.

We haven’t established a relationship with the people who see our headline and here we come in barging in promising em the world.

And this why you can make dominant emotion headlines work. You’re not asking them to believesome claim your making. You’re headline can say “The Dirty Two-faced SOB’s Did It Again.” Andon the next line talk about the two figureheads in the prospects world have made their life harder.

If you can get the persons head nodding that’s always good. We all need someone to sympathize with.This builds an emotional acceptance for your ad and you if you’re the voice behind it.

For any of us who’ve sold anything we all know it’s important to get our prospect saying yes, agreeingwith us.

Using the process of presenting facts you can prove or that are already known can get your prospectnodding in agreement with you.

Here’s a list of expressions that boost the persuasive power of your arguments. Think about howlawyers might be heard on Boston Legal using this language and how it’s going to help you.

“Do you… ?” followed by“Then”“If… followed by “Then…”“The reason for this…”“Because…”“Thus…”“Therefore…”



“Consequently…”“Here’s why…”“As a result…”“In fact…”“Due to the fact that…”“Evidence reveals…”

Page 290

10. 83 Questions I Ask Myself Before I

Ever Let My Copy Hit The Street

1. Are you focused as you should be, on selling one and only one thing in this ad?

2. Have you considered whether your copy big enough to read, especially if marketing toseniors?

3. Have you written multiple headlines?

4. Will the theme or benefit presented in the headline and lead hit home with a significantnumber of your prospects who are most likely to buy?

5. Did the headline and lead instantly seize your attention?

6. Were they instantly and completely believable?

7. Do they present compelling benefits to the prospect in return for reading this?

8. Do they explain why it’s crucial for the prospect to read this right now?

9. Can your reader grasp what you’re offering in three seconds or less?

10. Do they establish the qualifications of the spokesperson beyond the shadow of a doubt?

11. Did they sell you on reading the opening?

12. Does your opening stay in sync with the headline and deck copy or does it wander?

13. Did the opening copy deepen your desire to read on?

14. Are the strongest point(s) right at the very beginning?

15. Do the emotions you’re experiencing while reading make you want to continue reading?



16. Are key statements of fact supported by sufficient specifics to make them believable?

17. Does the spokesperson present a reason why he’s writing this – early in the running text?

18. Is the prospect told he/she will be offered something valuable “In a minute”?

19. Does the spokesperson’s personality and conviction come through loud and clear?

20. Does the copy feel like a one-on-one conversation between a two friends with a commoninterest?

21. Are you continually using you and your in the copy so it feels like you’re talking directlyto them?

22. Are you using short sentences and paragraphs to keep the copy aired out and flowing?

23. Have you been using specific numbers (99.7% vs. 100%) in your presentation?

24. Is the emotional tone of the copy appropriate for the subject matter?

25. Is it clear that the spokesman has an emotional stake in getting this information to thereader?

26. Have you admitted any mistakes or shortcomings that build credibility with your reader?

27. Is the prospect likely to find an emotional soul mate in the spokesperson?

28. Does the spokesman feel like a friend and advocate – and not just another salesman?

29. Do you feel as though the copy moves faster as you progress through the piece?

30. Are the practical benefits of the product and/or premiums fully dimensionalized?

31. Are the positive emotional benefits of the product/premiums fully developed?

32. Do you have your unique selling proposition explained?

33. Are the negative emotions that will be neutralized fully explored?

34. Have you broken up bullet points into blocks of 5 or 7 so you avoid the sea of blah.

35. Have you abandon “attractive” but distracting graphics?

36. For the graphics you have kept, do they all have tantalizing captions that reinforce thegraphic?

37. Are there entertaining elements sprinkled throughout – and if so, are they appropriate tothe subject?



38. Has the copy been written at about a sixth grade level? (No matter who you’re prospectis.)

39. Is the copy laced with “lingo” that prospects/customers think or talk in?

40. Is your letter being written like it’s being spoken? (Using expressions like “listen” or “a

minute ago you heard me say”)

41. Do you have details that add to your credibility? (your exact location, description of theneighborhood, etc. ?)

42. Are you using any third party endorsements? (Articles, influential peoples commentsabout you, etc.)

43. If your headline is a Platinum headline, do all of your sub heads qualify to be goldheadlines?

44. In print salesletters are you ending your pages on cliffhangers?

45. Have you sparingly used no more than 3 colors and highlighter in your letter?

46. Is the value of the offer fully dimensionalized? Does it detail exactly what they’ll get?

47. Does your offer break apart each component’s value/price and compare it to packagesavings?

48. Does the offer compare price apples to oranges? (Total gym machine vs. buying gymmembership)

49. Is price shown as odd ending number?

50. Is there a rationale given for the discount, premiums and other offer elements?

51. Do your bonuses have a high perceived value that you’ve totaled and presented?

52. Are the bonuses valuable enough to sell on their own?

53. Are you linking bonuses to fast response? (Time, limited quantity, first time buyers, etc.)

54. Does the guarantee re-emphasize the benefits and deepen the bond between you and yourprospect?

55. Is the guarantee worded in an interesting way?

56. How long is the guarantee?

57. Are there multiple guarantees?

58. Is there an unconditional guarantee?



59. A conditional guarantee?

60. Testimonials?

61. Have you written headline for each testimonial?

62. Do you have who you are copy in the letter?

63. Do you have proof in the form of graphics? (pictures, drawings, graphs, etc.)

64. Did you address the prospect’s desire for instant gratification?

65. Do you give people the opportunity to choose between basic and deluxe?

66. What is the compelling reason to buy now?

67. What is the urgency motivator?

68. Is this reason explained?

69. Would it be strong enough to get you to take action?

70. Has the close been crafted in a way that would make you feel like you were insane for notordering?

71. Did you feel your excitement peaking as you were coming up on the close?

72. Have you anticipated and answered all your reader’s possible objections?

73. Do your coupons or order forms state YES!... and restate offer in the first person?

74. Is there a unique incentive to use the fastest way to order now?

75. Are you enclosing more than one order form with your package?

76. Is your response device or devices key coded for tracking?

77. Does the order form have a headline?

78. How compellingly does the order form copy restate the benefits and guarantee?

79. Does it look like an order form and is it easy to fill out?

80. Have you told your prospect exactly how to respond with step-by-step instructions?

81. Have you informed them of any sales taxes?

82. Is everything you want your reader to do clearly stated on the order form?



83. Does it start the bonding process by thanking the new customer for their order?

84. Does your P.S. either summarize the offer, reinforce a benefit, emphasize the responsedeadline or add an extra detail?

85. And have you had someone besides you read this copy out loud?

11. The One thing I learned form Gary Bencivenga

(Arguably the greatest living copywriter) that will turnyour prospects from Passive Readers to Raving LunaticFans.

Here's the formula in its most basic form. It starts with the prospect's problem, want, ordesire. That's where your marketing message should be anchored.

As a marketer, you must then make a promise to solve that problem, fulfill



that want or desire. Then you must provide proof that you can solve the problem in away that's believable. And then you want to offer an attractive proposition for actingnow.

Add those four up and you have persuasion.

And it's so simple. Make sure that you start with what somebody wants, thatyou promise to solve their problem, that you prove that you can deliver on what you're

promising, and then make an irresistible proposition. Sale closed!

But, as Emeril would say, we can kick it up a notch and be super-persuasive.You'll really get outstanding results if you solve an urgent problem...if your

promise is unique (not the same promise shouted by countless others)...if you makeyour promise utterly believable with unquestionable proof...and then offer a user-

friendly proposition that makes it almost irresistible to act now.

Having every one of these components in your ad anticipate the prospect's objections.And there are five universal objections to every sale...

The 5 Universal Objections—



aka as the "5 Exits of Escape"

1. No time2. No interest

3. No perceived difference4. No belief 5. No decision

First, when we're trying to open the sale, start the conversation, our prospects arefeeling, "I have no time. I'm just too busy. I don't want to enter a sales dialogue rightnow."

OK, we anticipate and then counter that objection with the five-word strategy — make

your advertising itself valuable, otherwise known as theCracker Jack secret, of always having something so interesting and valuable in youradvertising that it prevents your prospect from tossing it.

If we do our job right on that score, the prospect's inner dialogue changes to "I have notime. I'm too busy—oh, wait a minute, a little black book. Well, gee, I can't throw thataway...I'll look it over." So the "no time" objection is taken care of.

Then, as we start closing the sale that we've now opened, the remaining four objections will be taken care of by The Bencivenga Persuasion Equation®.

Objection number two, "no interest," is countered if your headline addressesan urgent problem in the prospect's life.

Objection number three, "no difference," is countered by your unique promise, whichsets you apart from all the others offering a solution.

Objection number four, "no belief," is countered by your unquestionable proof.

Objection number five, "no decision," arises because your prospect fearsmaking a decision, wants to "think it over," isn't sure about being able to afford the

price, worries about making a mistake, wonders about your guarantee, or has any otheruncertainties. All these should be countered by your "user-friendly proposition," whichaddresses each concern in turn and closes with a powerful reason for acting now.



In fact, you can even assign a value to each component of The Bencivenga

Persuasion Equation® and have an amazingly reliable tool for predicting how well youradvertising will do.

Even in this room, full of very savvy direct marketing people, if we were tohand out ads and ask each of you to rate them, we'd get many different opinions onwhether any given ad is good or not. Naturally, we could probably all recognize the"straw man" cases, the ads that really stink. But with most other ads, we'd get wildlydifferent opinions.

The process I will now explain brings all those opinions much closer together, and,more important, much closer to how the ad will actually perform in the marketplace. Ifyou're a copy chief or an art director or an entrepreneur and you want to know if a given

ad is any good, watch how simple this is.

Urgent (10) Problem (15)Unique (10) Promise (15)Unquestionable (10) Proof (15)User-Friendly (10) Proposition (15)



"Crackerjack Secret" Layout = 20 bonus points

As you can see, there are eight terms in the formula. Four of the terms beginwith the letter P. And four begin with the letter U.

Whenever you must judge a piece of copy, award the ad 15 points if itsuccessfully meets a criterion beginning with a P, and 10 points if it successfully meetsa criterion beginning with a U.

In other words, if the ad, and especially the headline or first several sentences of the body copy, directly address a prospect's problem (want or concern), award it 15 points.If that problem (want or concern) is an urgent one, award it another 10 points.

If the headline does not directly address a problem (want or concern) of your main prospects, award it nothing.

And do the same for each of the terms in the formula.

Is it clearly making a promise? Award it another 15 points. Is it doing it in aunique way? Give it another 10 points.

Is there solid proof? Give it 15 points. If the proof is exceptionally compelling, strong,and virtually unquestionable in its source, give it another 10 points.

Is there a clear-cut proposition to close the sale? Give it 15 points. If the proposition is user-friendly, add another 10.

And, just to be sure we're surviving the initial screening, where ads areignored and tossed into the garbage if they look like ads, ask if the advertising itself is

valuable, if it contains a Cracker Jack prize, not a plastic trinket but usually a piece ofinformation or enclosed free checklist, booklet, guide, etc., that your market would findimpossible to toss, then give it 20 extra bonus points.

This adds up to 120 points. You can grade the final score just as you would have when I was in college.

100 or better is an A+. The ad should be a blockbuster.

Anything above 90 is an A.85 to 90 is a B+.80 to 85 is a B.



75 to 80 is a C+.70 to 75 is a C.65 to 70 is a D.Below 65 is an F.

This is not rocket science. Is the ad solving a problem? Is it an urgent problem? Go through the whole list, and you'll quickly see that most of the ads inanymagazine would get very poor grades.

Just ask these simple questions because these are the questions your prospects areasking as they encounter anything that you present to them.

dan k guru secrets teleseminar outline part two

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