Monthly Archives: June 2007

It Takes 2 – More Persuasive, Sizzling Headlines – Part 2

In my last ‘It takes 2′ on persuasive headlines I mentioned how just by testing, people have increased their results by 1700% or more and in the PS. I will give you the link to my you tube video which provides you with the proof.

When headlines are so critical to your success, I want to give you an idea on what can be done with an existing headline after creating more persuasive and sizzling headlines to get more prospects and visitors reading your sales letters and sales copy.

I have a client, DR. Vince who wanted me to simply create persuasive headlines for him to test on his caveman cuisine section of his website. My pick of the headlines is one taken from a public domain book and it’s only 4 words. I have saved until last. No peaking now.

Here’s what his existing headline said:

“No More Diets”


Stop the Confusion!
Eat all you want and Lose Weight following the Lost Secrets of the Caveman

After reading his website copy, here’s what I came up with for Dr. Vince to test. I also said for him to play with what I have written too.

“Lose Weight WITHOUT Dieting”

“Stops Diets – Lose Weight”

“How To Look Good Naked”

“How To Look Good Naked Without Dieting Ever Again”

“How To Look Good Naked – NEVER Diet Again”

“How To Look Good Naked – Eating As Much As YOU Want To – Never Diet Again”

“Puts Weight Loss On Auto-Pilot While YOU Eat As Much As YOU Want Without Being On A Diet”

“Puts Weight Loss On Auto-Pilot”

“Puts Weight Loss On Auto-Pilot Without Dieting”

“Puts Weight Loss On Auto-Pilot Without YOU Dieting Ever Again”

“Puts Dieting On Hold While YOU Lose Weight”

“Puts Dieting On Hold While YOU Lose Weight – Never Diet Again”

“Diet Free Weight Loss Secrets”

“Makes Weight Loss Easy”

“Makes Weight Loss Easy Without Dieting”

“How To Lose Weight, Eat As Much As YOU Want . . . Without Being On A Diet”

“At Last . . . The Lazy Way To Weight Loss Success”

“The Lazy Way To Weight Loss Success”

“The Lazy Man’s Way To Weight Loss Success”

“The Lazy Woman’s Way To Weight Loss Success”

“They All Laughed When I Started on Dr. Vince’s Controversial Caveman Cuisine . . . Until I Lost So Much Weight My Friends Didn’t Recognize Me”

“They All Laughed When I Started on Dr. Vince’s Caveman Cuisine . . . Until I Lost So Much Weight My Friends Didn’t Recognize Me”

“They All Laughed When I Started on Dr. Vince’s Controversial Caveman Cuisine . . . Until I Lost So Much Weight Eating As Much As I Wanted – Without Going On A Diet”

“They All Laughed When I Started on Dr. Vince’s Caveman Cuisine . . . Until I Lost So Much Weight Eating As Much As I Wanted – Without Going On A Diet”

“How To Eat More, Lose Weight, Stop Dieting And Feel Great”

“How To Eat More, Lose Weight, Stop Dieting Look Good Naked And Feel Great”

“Women’s Weight Loss Secrets Without A Diet Revealed”

“Men’s Weight Loss Secrets Without A Diet Revealed”

“Diet FREE Weight Loss Secrets Revealed”

“Long Lost Caveman Cuisine Makes YOU Lose Weight Without Dieting”

“YOU Too Can Lose Weight, Leave YOUR Love Handles Behind, Say Goodbye To YOUR Blubber Bundles . . . Eat As Much As YOU Want Without A Diet”


Stops the Confusion!

Eat all you want and Lose Weight following the Long Lost Secrets of the Caveman

Notice, I only added one single letter to the first word of his subhead. I added and ‘S’ to Stop which when it reads Stops it implies the benefit is already done for you. With the headlines written, DR. Vince can use some of these as a subhead.

Here’s my favorite headline:

“Eat and Grow Thin”

Does that remind you of the famous book title by Napoleon Hill - “Think and Grow Rich”?

Read them, see how I have added words here and there, combined headlines etc. This is exactly why you need to be writing 50 plus headlines because YOU will create a gem of a headline, maybe several, that are so powerful, persuasive and sizzling mixed with the right balance of curiosity that explodes your sales and profits. Can you take these headlines and model them for your product or services?

YES you can.

When you are ready to create persuasive and sizzling headlines as well as your sale copy, then you need my copywriting blueprint formula. Go to:

“Dedicated to Kicking YOUR Ass Until YOU Succeed!”


Trevor ‘Toe Cracker’ Crook

PS. To see my the actual persuasive headline that increase response by a whopping 1700% – go to:

PPS. To check out Dr. Vince’s caveman cuisine – go to his site and click on the Caveman Club link. I recommend you subscribe to his newsletters too.

“It Takes 2 – Persuasive Headlines Can Increase YOUR Response By Up To 1700%”

Making 1-2% improvements to your sales copy can have a compounding effect on your leads, opt-ins, conversions and obviously sales and profits. This is the 3rd article on – “Winners Do What Losers Are Unwilling To Do” . . .

How To Write Sizzling, Persuasive Headlines For YOUR Sales Copy Which Compel Your Prospects To Keep Reading:

When you can grasp the only role of what your headline is supposed to do . . . you are on your way to increasing your responses. People have increased responses by 300% by adding one single letter, 800% by adding one single word, 1700% by testing 3 similar headlines and so on and so on.

By hand writing at least 50 compelling headlines and then testing them you will get better results – PERIOD! No exceptions to this. There’s no excuse for not doing this. NO, people being lazy bastards doesn’t cut the biscuit at all.

YOUR headline is simply an advertisement for your advertisement (your sale message or letter or advert). Here’s what 2 legends say about Headlines.

“Advice to copywriters: When you are assigned to write an ad, write a lot of headlines first. Spend hours writing headlines . . . or days if necessary. If you can come up with a good headline, you are almost sure to have a good ad. But even the greatest writer can’t save an ad with a poor headline.”                                                                                  – John Caples


‘On the average, five times as many people read the headline as read the body copy. If you haven’t done some selling in your headline, you have wasted 80% of your money. The wickedest of all sins is to run an advertisement without a headline.”                                      – David Olgilvy


In me FREE e-book – ‘Copywriting Made Easy’ e-book I give you the formula for creating your own persuasive headlines and if you don’t have it, grab it and print it out and do what it says to be done. Here’s a snapshot of the table of Contents.

How To Write Kick Butt, Cash Generating Headlines . . . . . . . . . . . . . . . . . Pages 4-5

12 Easy Rules To Writing Sizzling Headlines . . . . . . . . . . . . . . . . . . . . . . . . . Pages 6-9

8 Different Types Of Headlines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 10-14

Trevor’s 9 Point Critical Checklist For Evaluating Headlines . . . . . . . . . . . . Page 15

Proven Money Making Headlines For Your To Model From . . . . . . . . . . Pages 16-22

Templates to get your copy started
How to use grabbers to get immediate attention (Plus samples)
Your first sentence

I want you to take follow my 12 rules and then create 7 sizzling headlines using each of the 8 different types of headlines. Do this and you will have 56 headlines and I guarantee you there will be a few winners when you are done.

Get your FREE e-book and do your friends and subscribers/customers who are serious a favor, and tell them where to get it too:Â

Not long now to Ted Nicholas – the living legend in Copywriting and direct mail starts revealing to a small groups of real winners . . . How A Single Powerful Ad Can Make You a Millionaire! Ted will Reveal The Inside Secrets Of How He Prepares A Single Piece Of Powerful Sales Copy That Can Earn YOU A Million Pound Fortune!” — Ted Nicholas.

To make it easier, you can now get 5 easy payments which means attend Ted’s Copywriting workshop now and pay for most of it – 4 months after the workshop is over and you have applied what the 7 billion dollar man has taught you personally. Go to:

“Dedicated To Kicking YOUR Ass Until YOU Succeed!


Trevor ‘Toe Cracker’ Crook

PS. Get personally taught by Ted Nicholas and be one of only 27 people who will get this chance as Ted will NEVER do this again.

“Discover Why Ignorance Is Costing YOU Sales”

This is a reposted blog from January 2006 due to spam issues.

I increased a customers conversion rate by a mammoth 533% in less than 24 hours and I will get to that soon. Firstly you need to know how ignorance is costing you leads, sales, profits and repeat business.

When it comes to advertising and marketing for your business, DO NOT let your own ignorance cost you all of the above. I am going to tell you some cold hard facts which are harsh, brutal and 100% TRUE! They may apply to you. I’ll leave that up to you to decide.

98.7% of business owners and entrepreneurs suffer from H.U.A. disease (Head Up Ass) when it comes to advertising and marketing of their business, choosing to allow their own beliefs and opinions as to what their customers want instead of bothering to find out what they actually want, desire and need . . . by testing and measuring, asking questions, then more questions until they get the right answers.

It’s all too easy to assume you know what your prospects and customers want and this is just plain DUMB!


Because you are not your customer!! The problem is, we as humans have a habit of going off ‘half right’ and not bothering to find out about the other half. I hear too often the ‘joke’ about only 50% of advertising works – if only we knew which half.

Well, it ain’t no laughing matter, unless you are a vulture from a high falutin’ advertising agency . . . who get their customers to do an ‘all you can eat’ advertising campaign, using so many smokes and mirrors that although something will work, they don’t even know which one (they don’t give a toss either) and their victims, who have forked out a fortune for the campaign, don’t really mind because these vultures have been stroking their egos about building a brand, an image and the importance of their frilly, fancy, cutesy logos and other such non-compelling foolishness.

When you do, your advertising and marketing, you have to get inside your prospects minds and find out exactly what they want. The testing and measuring process, will allow you to do this and give you maximum sales at the same time.

One of my customers . . .

I was hired to create a complete marketing system and my customer (who I will call ‘ Billy Bob’) decided that he wanted to mess with one part of it . . . a crucial part to be exact. We had words and in the end ‘Billy Bob’ decided he knew best.

I let him go and do his own thing and waited for the call to say he wasn’t happy with his results. It didn’t take long for ‘Billy Bob’ to start bleating like a stuck pig and as predicted, blamed my sales letter as the reason for not getting enough sales
. . . wanting me to make wholesale changes. I reminded ‘Billy Bob’ that he had chosen to ignore my advice and to let me take a look at everything to see if I could pinpoint the problem.

I did this and spoke to ‘Billy Bob’ and told him that I found the problem. It was his ‘creative marketing’ that was to blame. He didn’t like what he was being told, but I didn’t care (He didn’t pay me to be nice, he paid me to get him results) and I proceeded to give him both ‘barrels of my advertising gun’ leaving him in no doubt as to what needed to be done and more importantly, why testing and measuring is so important to his success.

I then did a split test of ‘Billy Bob’s’ marketing campaign which allowed me to put my theories up against his. This wasn’t done to say ‘I told you so’. It was done to find out exactly what it is his prospects responded to.

The Results?

Within 24 hours, Billy Bob’s conversion rate increased 533%. Now, if this was your business, you would no doubt be tempted to stop there, be happy with your new success and do no more testing and measuring. Don’t make this mistake. Even though ‘Billy Bob’ has got a great result now, there is always room for improvement.

What will happen now is . . . I will play that little game called ‘beat the control’ and try and get an even higher conversion rate by doing more testing and measuring, doing only ONE change at a time. WHY only one change? Because if I make more than one change and the results increase or decrease, I will not know which one it was that worked or failed.

“Dedicated To Kicking YOUR Ass Until YOU Succeed”

Trevor ‘Toe Cracker’ Crook
PS. I have a list as long as your arm about how my customers have made a minor changeor two to their advertising and marketing which has ignited their sales and explode their profits. Do yourself a favor, blow the cobwebs off your credit card and join them too – before your competitors make even more money from your mistakes.

“It Takes 2 – Sales Letter Makeover Doubles Sale Price”

In my last blog I mentioned how I tweaked a sale letter for a customer. It was basically a sales letter makeover where all areas of the letter were tweaked and the copy improved to make it sizzle from start to finish. To start with, I had my customer complete my copywriting questionnaire so that I could build a profile in my mind as well as get an idea as to how much my customer really new about her ideal prospects and customers.

I then read the e-books from start to finish to ensure every last gold nugget was extracted, including the bonuses. What happens so many times, particularly with e-book type products or where someone hasn’t created the product themselves – they do not bother to do read, watch and or listen to that product and this is a 100% guaranteed way to leave money on your table.

Once I had done this, I spend time looking at what the offer was going to be and I decided that the main bonus was actually the product, it could and would sell all by itself and my gut instinct was telling me people would respond accordingly.

I then reworked all of the bullet points and strengthened them using the exact same formula I laid out in bite sized chunks on my copywriting blueprint as part of my Magic Words Sell package.

The wording on the guarantee was made stronger, I added in a take-away close, restricted the numbers etc. to create urgency, changed the whole layout as the old layout done by my customers was one of the ugliest websites I ever seen and I told my customer that too. In saying that – the old, ugly site still got good sales at the old price of $37-97.

Once I had finished, the new sale price was $77 and it was time to test it. I sent the letter to my customer who quite literally didn’t recognize her own product. There were many other things that were suggested and discussed with my customer about back end products, mining sales out oh the database in a few ways being the people who have never purchased as well as up selling existing customers with the new package.

The results?

Conversions are around the same yet the sale price has doubled. Not a bad start. Now when My customers works on getting more traffic to her website . . . the compounding factor of profit increases will be huge.

When I have done a camtasia video before and after and it’s live on you tube I will let you know.

Can you see now how by making 1-2% improvements to YOUR sales copy or your google adwords PPC’s etc, in fact in all areas . . . imagine what that can do for your sales and profits. Get your own copywriting blueprint. Go to:

Dedicated To Kicking YOUR Ass Until YOU Succeed!


Trevor ‘Toe Cracker’ Crook
PS. You can view 5 videos on you tube that will help you too and even if you’ve watched them before – watch them again as you will pick up more gold nuggets After you watch this one – “3 Sizzling Headlines Increase Response by 1700%”, click the link ‘More from this user’ for the other 4. Go to:

FREE "Advertising Made Easy" 41 page E-book valued at $77

You will get a potent cocktail of proven, cash generating copywriting and advertising tools which any serious entrepreneur who wants to explode their sales and profits FAST . . . would be lining up at the bar to drink!

PLUS . . . you will also get a FREE lifetime subscription to Trevor's kick ass, no B.S. online newsletter which is designed to kick you ass until you succeed!

Click here now to claim your FREE Copy of "Advertising Made Easy"

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