Trevor Crook Copywriting Blog Trevor "ToeCracker" Crook

Can YOU Handle The Truth?

Can you Handle The Truth . . .

As an entrepreneur, at times it can be hard for you to handle the truth about your business, especially when it comes to your sales messages because in most cases you created the words yourself, THE words you thought would generate you the most leads and sales.

Back in January 2006, I did a sales letter critique for a guest and then proceeded to phone him. I was brutal.

Yep, I didn’t hold back, didn’t sugarcoat anything at all and delivered my critique with both barrels of the toecracker . . . at one point telling my stunned ‘guest’ it looked like he had chundered (puked or vomited) all over his website . . . it was that ugly.

He took notes, clearly listened, tested my new headline and began to implement the 23 major mistakes which I pointed out during my critique of his website copy.

Now, it was nothing personal. I could see his mistakes and I can see yours too . . . Read the story »

Who Are YOU . . . Who Who . . . Who Who?

On Sunday night I was enjoying a few icy cold pints of beer (okay, well more than a few) during the Superbowl and being the old rocker that I am . . . I was looking forward to seeing the half time show which featured ‘The Who‘.

The last time I saw ‘The Who‘, was live as a VIP in Vegas in November 2006. Being backstage at their concert was a blast to say the least and the memories of that night will remain with me forever.

Back to the Superbowl . . . one song stuck in my mind because it relates to you . . . yes YOU!

“Who are you, who, who - who, who . . . Who are you, who, who - who, who . . . I really wanna know, go on, tell me, who are you.”

Those words are part of their hit song, ‘Who are You’ and in reality, I don’t have a clue who you are even though you Read the story »

Celebrity Endorsement Gone Wrong!

I was sitting watching television last night & one particular story grabbed my attention.

It was a story about a former high profile T.V. show host who, to be honest is now probably considered to be past his used by date.

You might even consider him a ‘has been’ these days.

Now . . . what was so interesting about this story was the that this guy had been paid a motza of money to tell the ‘world’ that . . . he could no longer get it up!

That’s right . . . No more erections! No more boners!

His ‘old fella’ was more asleep than a coma victim. Read the story »

Persuasive Writing

The Italian Feast and Your Success

If you know anything about Italians they know how to cook great pasta, pizzas plus they also know how to have a feast at lunch and dinner.A couple of years ago, I went to stay with friends in Italy for a few months. I arrived on a Friday and what happened over the weekend will forever stay in my mind.

On the Saturday night, we jumped in Pietro’s car with his family and drove the short distance to his brother’s house.

All of the family were there, the brothers, their wives, Nonna, Nonno, all of the kids and grand kids plus my mate’s daughter invited 4 of her friends.

When I walked into dining room, there was a huge table, which seated 20 people plus there was a smaller one for the kids.

When it was time to eat, the table was loaded with delicious Italian food. Various pastas, anti-pastas, breads, cheeses, as well as fried rice, spicy chicken and an array of Asian cuisine plus more vino then you could ever imagine. Read the story »

November 18, 2009 | Read the story »

Picture Words

The Richest Person in The World Lives in Happy Valley

The richest person in all the world lives in Happy Valley.

This person is rich in values which endure, in things he cannot lose - things which provide them with contentment, sound health, please of mind and harmony within their soul.

The Happy Valley Person’s Success Creed:

Here is the inventory of the richest person’s riches and how they were acquired: Read the story »

March 25, 2009 | Read the story »

Tested Sentences

Don’t Ask If – Ask Which . . . How to Turn a NO Into a YES!

Don’t Ask If – Ask Which!

(Wheelerpoint 4)

You can catch more fish with hooks than with crow bars.

The main problem is business though is this . . . at least 96.7% of people use crowbars to try and catch their fish (new customers) instead of using the correct hook combined with the right bait.

By “DON’T ASK IF – ASK WHICH” I mean you should always frame your words (especially at the close) so you can give your prospect a choice between something and something, never between SOMETHING and NOTHING. Read the story »

September 5, 2008 | Read the story »

Rare Advertising

3 Basic Buying Motives . . . the XYZ Formula

The HEART is closer to your customer’s pocketbook (their purse, wallet, cash and or credit card) than is his or her BRAIN!

YOUR ‘Selling Words’ are mightier than YOUR price tag.

Basically we are all alike and respond to the same buying urges, and the same emotions which sold customers from when the caveman first grunted . . . still sell today.

It doesn’t take much persuasion to sell a person when you direct your ‘Tested Selling Sentences’ at their basic buying motives, which are, Read the story »

October 19, 2009 |