It Takes 2 – “How To Profile YOUR Customers For Maximum Sales And Profits”

A few days ago I did an article on “Winners Do What Losers Are Unwilling To Do” highlighting the proven fact that all you need to do to be successful in your chosen field is to make 2% improvements in all areas of your marketing, which also includes your copy.

In my ‘It takes 2″ series of articles on sales copy – here’s your first article.

“Profiling Your Customer”

Firstly, it’s not okay to assume you know what your customers want unless you want to make an ass of yourself as well as leave cash on your table. You have to get inside the mind of your customer, otherwise how else will you ever be able to persuade, motivate and then sell your product or services to them?

You need to find out everything there is to know about your ultimate customer – so you can analyze them, understand them and connect with them. YOU need to discover every little detail about them and build the evidence like you were a part of the CSI Miami team . . . until you have profiled your customer and when you do this, you will maximize
your sales.

99.80% of you will not do this and that’s OKAY . . . DO NOT Complain though when you do not get the sales and profits you desire. Doing this critical step will lay your foundations for your success . . . ignoring it will make your sales copy weak and even though you may not want to choke on this one . . . that’s tough – because it will be your own fault and NO ONE else’s!

Here’s At Least 12 Compelling Questions YOU Need To Answer As You Begin To Profile Your Customers.


What Gives YOUR Customer Indigestion At Lunch Causing Their Esophagus To Feel Like It’s On Fire?


What Gives Them Insomnia At Night Causing Them To Lay Awake Staring At Their Ceiling For Hours?


What Gives Them Diarrohea In The Morning?


What are they afraid of or fear the most?


What makes them angry and who are they angry at?


Which 3 things cause them the most frustration each day?


Are their ANY trends occurring or likely to occur in their business or lives?


Do they secretly desire certain things more than others – if so, what are they?


Is their anything about the way they make decisions that could be seen as a built-in bias. Example: Architects = exceptionally analytical).


Do they speak ‘their own’ language? If they do and you can then weave their language into your copy – how powerful do you think this will be?


Who else is selling a similar product or service to them and how are they selling it?


Who else has tried selling them something similar and how or why did that effort fail?

As you begin to get inside your customers mind, as you peel it open with all the precision of a scalpel wielding brain surgeon . . . you WILL discover the answers to the Profiling Questions above.

Find out what types of magazines, trade journals, check online to see what ezines your customers subscribe to and sign up yourself, check forums, groups such as yahoo groups, boards and so on. With today’s technology there’s no excuse for you not to be able to collate as much detail as you can about your ideal customers.

I remember reading something Dan Kennedy wrote many years ago which went something like this -

“It is literally true that if you can describe it you can get it”

To build your profile – which then allows you to be able to describe your customer/s – you want to discover certain information such as:

Their age, sex, marital status, do they own their own home, what type of car do they drive, what are their purchasing habits, do they have credit cards and if so, what type, their income level, their occupation, what magazines do they subscribe to etc. etc.

When you have built such a profile about your customers, how valuable do you think that can be to you?

Here’s an example of a one on one mentoring session I had with a customer.

Now, we were discussing a leaflet drop that had been handed out which got a good response.

I asked what sex their customers were. He said, female. I then asked what % are female. He said 80%. I then asked what age group and he replied 45-55. So in just a matter of 60 seconds, I knew 80% of his paying customers were females aged between 45-55.
I wasn’t finished yet.
I then asked John, did he know the number one reason his customers went to him. He answered – Stress.

I asked him to not guess his answers, to find out for sure and get back to me. It turned out 90% of his customers (not 80%) were female, aged between 45-55 and there to overcome stress.

Now, this powerful knowledge was sitting in his head swimming around like a one legged duck swimming in circles with nowhere to go. None of this information was telegraphed in his headline or copy for that matter.

Imagine then running a headline that screamed out to that specific customer and then including the relevant information in his body copy too. These are the ones he knows generates 90% of his sales.

In another case, a customer was trying to sell a home study course and again they had not done any profiling of their customers. A few quick questions from me and I knew that close to 100% of their customers were women within a certain age and most of their previous customers were either a nurse or a school teacher.

Armed with this knowledge, their headlines should call out to nurses as well as teachers, aged between xx.

I instructed them to find out what trade type publications they would read and then place adverts in those publications – in the exact place their hungry crowd would see their advert. They could also then see what was available online in the way of forums, groups etc.

Can you see how powerful these types of questions and the impact they can have on your business. It’s time to stop that one legged duck swimming around inside of your head so you can target your real customers – not some figment of your imagination.

Winners Do What Losers Are NOT Willing To Do!

To get a kickstart – grab your copy of magic words sell if you haven’t done so already.

Go to:

Dedicated to kicking your ass until you succeed.


Trevor ‘Toe Cracker’ Crook
PS. What are you doing reading this – get profiling!
Go to:

“Critter Man Stuns Himself After Using Outrageous Marketing Strategy . . . Exploding Profits More Than $100,000 In Less Than 30 Days”

A few weeks ago one of my customers decided to apply a marketing strategy that he discovered from me . . . which was so bold it required brass balls just to even mention it to his business partner and elephant sized balls to implement.

When Everte’s business partner finally picked himself up off the floor, he felt like reaching for an oxygen tank just so he could breathe normally. After getting his composure back and several swear words later, the decision was made – they were going to run with their crazy offer.

I was informed of what they had done last week. I laughed my ass off when Everte told me what he had done to get more referral business. Nothing gives me more pleasure when a smart business owner understands the secret to advertising, sales and marketing business success.

It was simple, yet extremely powerful and the sad part is, 99.87% of business owners are too shit scared to even try it because they fear failure.

The crazy offer, one that anyone from a small business to a huge corporation can apply and succeed in creating explosive business sales and profits . . . that’s if those bedwetters who run their institutional advertising and marketing areas gave a flying toss about results, pulled their heads out from where the sun don’t shine and actually realized those fancy, cutesy, crappy, logos – won’t make a dime, cause branding sucks harder than a happy hooker on a saturday night.

What they did was this. They decided to give away a new truck to the sub-contractor who gave them the most referral business between now and April 2007. In the first week they got enough new business to pay for the truck and both Everte and Alex were blown away with the immediate results.

Everte phoned me tonight – more excited than a 18 year boy who had just lost his virginity with his entire highschool cheerleading squad. Judging by what he said – they could now give away a handful of trucks and still be making a huge profit.

As for Alex, he’s dancing around and shaking his hips like he’s the Ricky Martin of Racoon Removers. He is simply stunned.

I asked Everte what the actual response has meant to their business from a profit aspect and he said – at least $100,000 in clear profit. I asked him if that was over the next year. No he said. That’s for the month!

I will have more accurate results in a day or 2 and I will share them with you.

So what your marketing lesson here?

You need to look outside the square of your business, see the wood for the tree, understand what makes YOUR customers tick and then come up with such an outrageous offer they are falling over themselves to throw money at you.

Fair enough?

Good. What I want you to do now is grab a notepad and pen, sit down in a quite corner and brainstorm your outrageous, crazy offer so that YOU can explode your sales and profits fast.

What they discovered from me was nothing new and I didn’t actually invent the kick butt marketing strategy. It was something that has been around for quite a while which means it’s worked for before, it works now and it will still work for many years to come.

The full details are available in – Trevor Crooks’ Judgement Day – The Ultimate Advertising and Marketing Business Tool Kit. Go to: for more details.

I dare you to come up with an offer so awesome . . . you give yourself heart palpitations at the very thought of it. When when you do that – I will guarantee you – that you have come up with a kick butt, killer marketing strategy for your business that can transform your business overnight.

I have given you the ball to serve an ace. You can either choose to act now and serve an ace or you can procrastinate and starve. The choice is yours.

Kick butt – create sizzling sales copy.

Trevor “Toe Cracker” Crook
PS. This is childs play. Are you ready to play yet? Go to:

“Man Proposes To His Girlfriend In Front of 80 Strangers Due To Magic Words”

The whole world makes decisions based on the words we use both verbally and written.

From small children to adults, choosing the right words can change our lives both personally and in business.

So why is it that one small word change or a few different words can have such a dramatic impact?

The answer is simple.

Choosing, then using the right words that hit the emotional buttons of the people you are communucating with, will get you everything you desire in life. That means in love, relationships with your family and loved ones, in business and financially.

Choosing the wrong words will also have an impact, a negative one that will bite you on your ass.  

Last weekend I was giving a presentation at a seminar on Persuasion Mastery which was in Dallas. Mr mega money himself, Jerry ‘DRHINO’ Clark, the promoter, had me speak last. The attendees were tired after 2 extensive days of pure brain overload content – and it was left to me to deliver a dynamite 90 minute session. 

To help the attendees overcome writers block, I asked them to write a letter, from their heart, to someone they love. They were instructed not to lift their pen from the paper until I said to. When the 2 minutes were up, I asked for a couple of volunteers to read out their letter.

Kathy was first. She wrote a beautiful letter to her daughter and then Anthony put his hand up. As I was on stage and he was sitting in the front row - I could see he only had 3 lines written in his 2 minutes and I wondered what the heck he was about to say.

He stood up, grabbed the microphone and then mention that everyone throught his girlfriend was his wife. He then turned towards her, tears streaming down his face, and looked deep into the eyes of Cass. I knew what was about to unfold. He then asked her to marry him in front of the entire audience.

Cass burst into tears and said yes. It was something so beautiful. Everyone stood up, they clapped, they cheered and it was truly a special moment for the happy couple as well as everyone else.

For me, it was priceless. Never in my wildest dreams, did I thing I could move a person to such an emotional state - through my own words. To trigger them to make a marriage proposal in front of a huge crowd of people is something that will stay in my heart forever.

Sure, Anthony loves Cass and she loves him and he had obvioulsy been thinking of proposing before then.  What triggered him to do it right at that time though?

That 2 minute writing excercise not only removes writer block, in teachs people how to pour out their feelings from within their heart and express them like they have never done before.

I want you to grab a notepad, a pen and write a letter to someone you love, without lifting your pen from your paper. It’s a good idea to grab a box of tissues to. You will be surprised how good you will feel once you have done this little life changing exercise.

Don’t worry about grammer etc. You can always fix those later.


Trevor ‘Toe Cracker’ Crook
PS. I will announce when the DVD of the entire persuasion presentation
and the marriage proposal will be available. It will change your life. 

“Give Gratitute Each Day . . .”

I hope you had a sensational Christmas and you are getting ready for a safe, happy and prosperous New Year.

As you do, instead of doing the normal bullshit laundry list of New Year’s Resolutions that YOU will NEVER achieve and lets face it, if you have been waiting all year to finally motivate yourself to get off your ass – you will get what you deserve.

Instead . . . I urge YOU to reflect on 2006 and remember events and parts of your life that you are truly grateful for – make a list and then give gratitute to everything on your list. Read YOUR list out loud before you go to bed each night and be sure to say them with meaning and emotion, otherwise you’ll be wasting your time and breath.

I look forward to helping you make 2007 a bigger success.


Trevor ‘Toe Cracker’ Crook
PS. When you do this, it will make you feel really good as well as focus on positive aspects in your life and help you to cut out the negative cancers and people in your life. 

“Give Till It Hurts and Give Some More”

When you start to craft your offer for
your products or services – you must look
at giving whatever you can and then give
till it hurts by adding even more value
to it so that it’s simply irresistible.

I will go into this in more detail soon.

AS I started this email, I was writing about
making an offer too good to refuse, one that
only a fool would ignore.

NO, I am not talking about offering a whole
pile of crap bonuses that are as useless as
tits on a bull.

I am talking about giving so much value that
people just can’t whip out their credit card
quick enough.

Time and time again when I critique copy all
I see is a laundry list of B.S. bonuses to
simply fluff up the total value and most times
they are not worth a squirt of bees pee.

What you should be doing is crafting your offer
and making sure everything that’s part of your
package can be sold as a seperate item and that
your buyer actually get loads of value out of
each one – not feel like they have been shafted.


Reward yourself with Toe Crackers Childrens
Christmas Pack.

Part of it includes my Magic Words Sell (MWS) and
even if you have this, the bonuses are worth
grabbing it again as you will find out.

When you grab a copy of MWS total value $1517 for
$197 I will also give you:

1. 2 hours of one on one mentoring with me
- value $2,000

2. 2 copy critiques value – $2,000

3. My personal swipe file of proven sales letters and
adverts containing the best examples of my work. Many
of these I have NEVER revealed before because they have
been so successful, I do not want just any Tom, Dick,
Harry or Harriet to get their hands on them.

4. Online videos to my one day seminar on copywriting
and direct response marketing filmed only 2 weeks ago
in Scotland. The value of this is $497. There will be
about 5 hours, broken down into TV type segments.

This bonus will not be available though until middle
of January as it’s being edited.

There you have it, for just $197 you will get a
genuine $6,014 worth of business tools plus my
priceless swipe file.

Oops – nearly forgot.

The first 14 people who grab my Christmas special
can gift my normal magid words sell package to 10
people of their choice. If you have previously
purchased MWS, you can gift this to 20 people.

Simply email me once you have your receipt of
purchase, the names and email addresses of the
10 chosen ones and I will send them the gift
on your behalf.

Go on over to:


I am making available to 4 people only, lifetime
copywriting critiques – value at least $10,000.

What this means is for any/every sales letter, advert
or marketing piece, you can email it to me to critique
where I will pull it apart and tell you how to put
it back together so that you copy pulls like crazy.

This is copy for your own products/services, not
for copy you write for someone esle.

Even in 10 years time, I will still critique your copy.

At $750 I know I am nuts for even offering this. If you
grab one of these, I will also throw in Toe Cracker’s
Childrens Christmas pack for

If you want one of these, simply paypal USD$750 to: and put in the comments -

“Life time Copy Critique Offer – valued at $10,000″

Well, hopefully you will grab a bargain and help
me at the same time.

Create sizzling copy with Magic Words Sell.


Trevor ‘Toe Cracker’ Crook
PS. These bonuses are not on the website and will
be emailed to you within 24 hours after I receive
your payment. Go to:

OR . . . for the lifetime deal paypal your order to:

“Katie Couric Demands Stunt Double To Avoid Breaking A Nail – Oprah Declines”

Doesn’t that seem a stupid idea? It’s so ridiculous that it’s not true. I used that headline to grab your attention. Speaking of stupidity, have you watched the latest pepsi commercial featuring Hollywood Actor, Jacki Chan. Fair dinkum, the creative thinking for this one must have come from a conversation with Kim Mathers at a ‘crack’ party cause there is no sane reason for it.

As I was sitting in front of the Television yesterday watching a  baseball game, when a commercial for ‘diet pepsi’ came on the television and I am guessing that Coca-Cola will be laughing all the way to the bank.

Pepsi handed Coca Cola – on a silver platter, mega millions of dollars in FREE, global advertising and exposure.

The ‘story’ of the advert involves Jacki Chan beating the crap out of a group of bad guys before lining up a diet pepsi can to kick the crap out of it.

As he does so, the ‘movie director’ yells ‘stunt double’ at which time the can of pepsi is replaced by a can of diet Coca-Cola – just in time for Chan to kick the can.

Obviosuly some armani suited bed wetter from New York came up with such an angle and sold the lame idea to the executives that people would get the hidden message that coca cola is no match for Pepsi and therefore only good enough to be used in a dangerous situation and as their ‘double’.

What they have failed to realize is this. Many people might be thinking that if pepsi uses coca cola as their ‘stunt double’ - it must be exceptional, otherwise why would they use it. After all, would a real hollywood director use a ‘useless’ stunt double to get the desired effect for their ‘movie star’ who is afraid of getting hurt. No. They would only use the best.

Either way, the timing of swapping the pepsi can for a coca cola can is right at the ‘punch line’ of the commercial, giving coca cola so much free publicity they will be hoping pepsi come up with more sequels than the Rocky Movie.

This typical institutional advertising, reminded me of the battery commercials, featuring the little pink bunny. The amazing part of these commercials, is when people are asked do they know the ‘pink bunny’ from the battery commercials, 99.9% reply ‘yes’.

When asked which battery company, approx. 50% of people get it wrong. They choose the competitor – the battery company which they were trying to demonstrate wasn’t as good. 

From comments on a marketing tape I was listening to many years ago, the battery company had spent hundreds and hundreds of millions of dollars in advertising, just trying to get people to recognize the ‘pink bunny with their battery and not their competitors. The results was an ‘improvment from approx. 60% to 54%.

Do you know the answer? Was it Duracell or Energizer? Read the PS to find out.

Kick butt – create your own sizzling sales copy.

Trevor ‘Toe Cracker’ Crook
PS. The answer is: Energizer.
PPS. If you want to get your words rights and avoid handing money to your competitors . . . go to the ‘Helpful Products’ link on the right side of this blog. 

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