Over the years, I’ve collected some personal treasures. Just one has created in excess of $30 Million. Here’s my list of personal copy-writing treasures…
1. I have a transcript of a sales presentation a master presenter used to use to close 20% of his audience a $495 seminar. It’s worked for 10 straight years. I had it transcribed and taught to others - and it still works. All told it’s brought in an easy $30 Million dollars.
Recently, I took some formulas from it and added them to another clients presentation. Like magic, that new presentation is pulling 15% of the audience for a $395 product.
2. Over ten years ago stumbled across the marketing and advertising library of a famous copywriter in a used book store. Inside one of the books was a personal note from James Webb Young. More importantly, one of the books gave me a strategic formula I’ve used analyze my clients sales and advertising processes and messages. This simple formula has created the insights that millions have been made from.
3. I’ve got a book on advertising from the 40’s that took a unique approach. Instead of looking for techniques, headlines, benefit copy, coupons etc., it asked a different question of winning ads.. “How” were they created.
“What was the process that lead to the winning insight that lead to the famous headline.”
The author was given access to a number of top agencies at the time and spent seven years watching them create advertising. This book is the result. In just one case, using its principles, the author wrote an ad that increased the sales of Ivory soap by 25% nation wide. I’ve only seen one other copy of this book on Amazon selling for $600. Truly a lost treasure.
Those are some of mine.
Yours?
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