“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.

YOUR CHRISTMAS PRESENT:

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:

http://www.magicwordssell.com

LIFETIME COPYWRITING CRITIQUE OFFER:

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 fr.ee.

If you want one of these, simply paypal USD$750 to:

trevor@MagicWordsSell.com 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.

Warmly

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:
http://www.magicwordssell.com

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

trevor@MagicWordsSell.com

“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.

Warmly
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. 

“Magic Words Can Make You Rich”

I was reading a classic book last week - The Robert Collier Letter Book which is as relevant today as when it was written in 1937. I was getting near the end of this book when one chapter really stood out like a festering pimple on my . . . forehead. The chapter - “Taking The Guess Out Of Advertising” is something you want to know about too - otherwise it’s a complete waste of your time being in business at all. From the moment I read the first sentence of this brilliant chapter - I instantly knew who Collier was talking about. The man in question, in my view is a legend when it comes to advertising and phrasing your words and sentences to ignite sales. Here’s a story from that chapter. Read it and then ask yourself if you would want to get your hands on this rare gem. I have had it for a couple of years and my retun on my nominal investment was 9,361%. Yep - you read it right and that was just the first time I had used it. A gem that took ten years to make with 105,000 tested words and phrases - tested on over 19 million plus people. I doubt that even Donald TRump could afford such a study today. HERE IS The Excerpt From The Book:

“Only last week I bought some cigars in the chain store down the street. The sales clerk said, “How about a pipe today sir - only $1.00?” “Not Interested” said I. I surmized the clerk had had many such a refual that day from using the inane approach, for he began to tap nervously on the counter with the pipe, when a man came up and said - “Say, is that pipe non-breakable?” “It sure is!” said the clerk, coming to sudden life,”Why I have been tapping it on the counter all day.” “I’ll buy one” said the man. By accident, the clerk had hit upon a real ‘Tested Sentence’. He then sold so many pipes that week, using the sentence, he was placed in the advertising department of this national chain of stores, and this is a true story.

Can you see how powerful getting the right sales message is? I rate the $47 I paid for this as one of my smartest decisions and I would have happily paid 20 times that.

If you are serious about your business - go on over to: http://www.trevorcrookkickasscopyclinic.com/llms You have 3 choices - ONE: Ignore this at your own risk and then whinge and bleat like a stuck pig about poor sales. TWO: Get it and then do nothing with it and then whinge and bleat like a stuck pig about poor sales. THREE: Get it, study it, get off your butt, take action and reap your rewards, cause there is nothing like ‘doing it now’ instead of procrastinating. I will leave the decision up to you.

Kick butt - create sizzling sales copy.

Warmly Trevor ‘Toe Cracker’ Crook
PS. This amazing tool has some of the best advertsing and copywriting swipe files from classic adverts to sales letter which  are simply priceless. http://www.trevorcrookkickasscopyclinic.com/llms 

“Walk The Line To Business Success”

Last week I jumped on a plane, bound for London - which from Australia, is a mongrel of a flight. As soon as the inflight entertainment came on, I moved my seat into the bed position, grabbed another chardonnay and started the movie based on Johnny Cash . . . “Walk The Line”.

Not too long into the movie, the strugging Johnny Cash got a chance to get a record contract. The producer, sitting in his seat looked more stiff than a corpse in the morgue. He wasn’t impressed one bit, even though Cash thought his song was a winner. After all, he was singing a gospel song. The producer cut Johhny Cash short and told him he didn’t like the song.

Cash wasn’t too happy and asked him why. The reply was simple. Cash was told that song was the same as everyone other song on the radio at that time. The record producer, mimmicking Cash, basically said the song was boring, it would not sell ANY records and as he was in the business of selling records, the recording session was over, telling Cash, he didn’t believe him either - when he sang. Johhny Cash felt he was being told he didn’t believe in god and he pushed for an explanation.

He was challenged by the producer, that if he (Cash) was to be hit by a truck that afternoon and die, what song would he like to be remembered for, as his loved ones poured dirt onto his coffin? He was then asked - “Would he sing that same gospel song or would he sing something else?” 

Johnny Cash said that he had written a couple of songs when he was in the airforce. His band didn’t know the song that cash began to sing. It didn’t matter.

As soon as Johnny Cash started to sing . . . he changed. The passion came out in his voice, it had soul, belief and it was compelling. As he and the band got into it, the record producer began to smile.

Why?

Because, he knew he had a song that would sell a stadium full of records. That my entreprenuerial friend, was the start of Cash and his amazing music career. The song -  ‘Folson Prison’.

If you are sitting there, scratching your head or any other part of your anatomy, as you read this - wondering what this story has to do with advertising, copywriting and marketing of your business . . . it’s very simple.

99.2% of the advertising and marketing I read or hear . . . is about as stimulating as that gospel song cash was singing. NO . . . I have nothing against gospel, far from it. The point is this - that song, at that time, was the same type of song that eveyone else was singing which means Cash’s song would have fallen on deaf ears and NO ONE would have heard it, let alone Johhny Cash make any money from record sales.

Those 99.2% of business people, if they were to be hit by a truck today, would not be remembered for anything exceptional when it comes to marketing of their business. Far from it. What about You?

Ask yourself this harsh question.

“If your life was 100% dependant on the success of your next marketing campaign and if YOU failed, your life would be terminated immediately . . . without you even having time to say goodbye to your friends and loved ones . . . would you still send out that same piece of useless, boring, non-compelling marketing crap? 

I know my answer. What’s yours?

If you want to truly be remembered for greatness and possibly double, triple or quadruple your sales - FAST . . . get on over to: http://www.TrevorCrookLive.com or http://www.TrevorCrook.com and live a long, healthy, wealthy and prosperous life.

Kick butt - create your own sizzling sales copy.

Warmly
Trevor ‘Toe Cracker’ Crook 
PS. Watch the movie. I’ve watched that section of the movie 6 times now. It’s that powerful. http://www.TrevorCrookLive.com

“Ask A Stupid Question - Get A Stupid Answer”

A few weeks ago, one of my mates, Dave was pulled
over by the police for a random breath test.

The copper asked Dave - “Have you been drinking
tonight sir” to which he replied, “Yep - plenty.”

The copper then proceeded to ask how many. My mate
replied - “8 officer”. The copper thinking he had
caught Dave drinking 8 beers, started to flex his
authority and asked him to blow into the bag.

Dave did this and to the coppers amazement - he
registered a zero alcohol reading.

The copper, scratching his head, then repeated
his question about how much Dave had drunk that
night.

Dave said 8 . . . . . paused a while and said ’cokes’.

Fair dinkum, the copper was more pissed off
with that answer than a bikie gang who just watched
their entire stash go up in smoke.

With steam pouring out of his ears, he said to
Dave - “are you being a smart ass.”

Dave replied - ‘No - you asked me a question and
I gave you an answer, which is the truth.
If you had asked me if I had been drinking alcohol
my answer would have been NO”.

Having no comback to that, the copper then asked
for Daves drivers licence. Just to throw salt into
an already opened wound, Dave had forgotten it, so
he rattles off the number - 24798FU.

The copper, thinking Dave was telling him ‘where to
go’, told him in not uncertain terms, that he would
get arrested if he kept it up. Dave told him that
his licence did end in ‘FU’. After checking, the
copper let Dave go.

When Dave told me, I cracked up with laughter and
I also saw a copywriting angle - a bad one to be
exact. An angle I see daily and one that I want
you to avoid like the plague.

Where the copper stuffed up was simple. He didn’t
use specifics. He asked a stupid question and got
the answer he deserved.

This type of questioning is how most business owners
and entrepreneurs create their own sales copy.

They choose to ignore the golden rule and answer
their prospects most compelling question - W.I.I.F.M.
(What’s In it For Me). If you don’t tune into your
prospects favorite radio station, you will end up with
lame, whimpy copy that sucks harder than a leech on
your leg.

Your sales message must solve their number one problem
which means you have to get inside their head and
discover what it is they actually want from you - then
create sizzling sale copy which gets you the sale.

No exceptions. No limp wristed excuses.

This morning, I held the first of my 10 x 1 hour
copywriting blueprint teleseminars and that first session
was dedicated to crafting the offer which is critical
to getting leads and sales.

It wasn’t just telling. They were given real examples
as well as the thinking process behind them.

The smart people who invested $97 for 10 hours are
laughing all the way to their bank. They’ll be even
more excited when they open their mail and receive the
entire recording on CD.

If you are kicking your own butt so hard that you need
a ring cushion to sit down due to procrastination
- relax. YOU can still join them.

http://www.TrevorCrookLive.com/teleseminar.htm

There’s 9 sessions to go and the next one will cover
creating sizzling headlines. I have more tricks up my
sleeve than a magician’s convention when it comes to
headlines - so ignore my offer at your own risk.

To be brutally honest. If any person is in business
and won’t ‘risk’ $97 on such a crucial area of their
online or offline busines - they may as well make a
career change and become a copper, retreat to their
safety zone, earn a regular salary and kiss their
entrepreneurial dreams goodbye.

As an added free gift, if you register in the next
24 hours, I will send you an invitation for you to
invite a guest to listen to the calls for fr.ee.

(No, they won’t get the CD’s unless they want to
pay for them.)

If you want to wake up the copywriting genius
inside you go on over to:

http://www.TrevorCrookLive.com/teleseminar.htm

I will only allow 19 more people at $97. After that
the price goes back to $297 which is what the CDs
will sell for when I am finished.

Kick butt - create your own sizzling sales copy.

Warmly

Trevor ‘Toe Cracker’ Crook
PS. I received an email while writing this from
a judgement day customer who said he had increased
sales $41,520 per week (that’s over $2.1 million
in the next year) and that my testimonial was
coming. It’s taken him less than 30 days too.
Now, I have to take his word for it and so do you.
If you want to get serious results for peanuts,
go on over to:
http://www.TrevorCrookLive.com/teleseminar.htm

“Discover How A Homeless 21 Year Old Flat Broke Loser Earnt $3,244,842.32 In Just 27 Months . . . On The Internet”

Just how does a young 21 year flat broke loser go from being homless, living out his red honda civic to cracking the secrets to success, health and wealth? He’s been so darn successful that he was just featured on fox news!

When so many people, bumble, stumble and graze their knees after hitting the wrong road in life . . . why is it that a rare few can get literally smacked back into the right path and create their fortune?

I know the answer . . . I am not going to tell you though as it’s not up to me to steal his thunder!

A few weeks ago I had the pleasure of talking to Matt Morris after being introduced to him. I looked at what he was about and after pulling his business model apart - I liked what I saw.

He’s all about helpying you or anyone else for that matter, succeed regardless of race, age, gender and creed - in a business world full of sharks, parasites, snake oil selling scumbags and negative naysayers - who are completely clueless. You can grab a FREE 14 day trial which will give you access to FREE Bonus Gifts worth $1749. He does ask for a $2 donation which goes to the ‘Feed The Children’ foundation. A very worthy cause.

I’ve looked at the bonuses too. They are NOT Your typical useless crap. These are true bonuses you can use to help yourself. He has assembled some of the biggest names in the speaking, business, internet and training world including;

Zig Ziglar, Brian Tracy, Jay Abraham, Jim Rohn, Dr. Denis Waitley, Jo Sugarman, Les Brown, Robert Allen, Jerry Clark, Doug Firebaugh, Stepehn Pierce, Dr. John F Demartini and 3 time olympian Ruben Gonzalez and that bloke from down under, Trevor ‘Toe Cracker’ Crook (hey I know that name for some reason) has been asked to join them too.

Do yourself a favor and take a look. It will be the best $2 donation you could ever make. Click here to discover what Matt is all about. http://imnosey.com/fw

Kick butt - create sizzling sales copy.

Warmly
Trevor ‘Toe Cracker’ Crook
PS. I have never sent you on a wild goose chase and I am not about to start. Get on over and listen to Matt now http://imnosey.com/fw 

“A Crook, A Tubby Nerd Visit London - Not to See The Queen”

Crikey it’s a long flight to London from down under.

In just over 2  weeks I am off to London - not to visit the Queen. Although if she wants to invite me over to Buckingham palace to have cucumber sangars with her and the corgis, I would make the time as she would be an interesting lady to listen too.

I am going to speak at a pure content seminar on info. products which blew me away when I read what the other speakers will speak about - then deliver on.

My pommy mate, Peter Woodhead and his American partner, Fred Gleeck are doing their annual event.

YOU won’t hear too much about it. YOU won’t hear the normal hype and garbage that goes on with the traditional snake-oil selling scumbags because there is no need.

What’s different here, is these 2 guys put on a fantastic few days at a price that is just too low and to be honest, it makes it affordable to go to, regardless of which country you live in.

I am not the only aussie going to London. My mate from down under - The tubby nerd - Ed Dale will be speaking too. Having shared the platform with Ed before and listened to him speak several times - this guy can wake up the dead when it comes to kick-butt passive income strategies that actually work.

Fancy that. A speaker giving you a complete system that does what it says it will. I know, you are thinking that doesn’t happen too often. Almost as rare as Bill Clinton being faithful I would say.

The point is, I will not speak at anyones event who doesn’t have the ethics to deliver some real chunks of meat in the sandwich and then throw in the pickles, side salad and a drink to boot.

PLUS - it’s a mongrel of a flight from Australia to London and I’ll be stuffed if I am going sit in a planefor 24 odd hours for the sake of it.

Sure I might make a few bucks along the way - that’s not why I am going. I am going because I like to help people which includes YOU.

If you are interested in knowing about one of the best kept secrets of 2006 - go on over to:

http://imnosey.com/fj

If you are not sure, take a look at what Peter Woodhead said about the seminar:

“I reckon 2006 promises to be the best year yet.  And there could be no better start than registering for the Info Products Seminar coming up in February. I know this is held in London but we have people flying in from the States, Australia, Holland, France and other parts of the world.

Myself and Fred Gleeck host this seminar every year. This is our third and WILL be the best so far.  We pride ourselves in providing nothing but content. If you want to learn, in detail, how to create your own information products, then this is the place you need to be on February 17/18/19.

There’s been a lot of hype over Google Adsense in 2005 and some people say it’s dead.  It is for junk sites. 

But we’ve assembled a posse of infopreneurs who can show you exactly how to succeed with Information products in general and Adsense in particular during 2006. We have the man who wrote the Definitive Guide to Google Adsense - William Charlwood.  He’ll explain in plain language just what Adsense is all about. And the many ways you will be able to monetize it.

Then we have Gary Vurnum who has made a fortune putting Adsense to work by creating content sites. Richard Beaty, will show you how to structure Portal sites.  And how when times get tough, his income from these sites goes UP.  Especially his Adsense income. 

Neil Stafford will tell you why you need to have your own Member site in 2006.  And detail just how simple it can be for you too. You’ve no doubt heard about testing and tracking, and why you should do it.  Charlie Lafave is going to show you how to do it and what simple, easy tools you will need.

Stephen Pierce will explain other ways you can get income from your sites.  By using Adsense, blogging, RSS.  To name only three. Nobody knows it better than Stephen!

Stephen Fasenfeld will prove to you just how easy it is to get top search engine rankings by linking.  Not many people know this like Stephen does.  He explains it all so plainly.

Ed Dale will reveal his new project and offer a challenge to everyone in attendance.  Just missing Ed’s presentation would be crazy. He really does know how to get his mentees off to a flying start.

No product would sell well without good copy. And all the way from down-under we have Trevor Crook - the most effervescent copywriter I have come across.  His copy sells.  And he will show you how yours can too.

And to put it all together - your host, Fred Gleeck.  Fred has 20+ years in the presentation business, so he knows a thing or two about product creation.  Fred is the most accomplished speaker I know.  You need to hang on to his every word. 

So there you are - 10 reasons why being at the Info Products seminar UK in February 17/18/19 2006 - will catapult you to higher sales in 2006 and beyond.

I’d register NOW if I were you.  No matter where you live, the event is just five minutes from Heathrow airport.

http://imnosey.com/fj

Kick Butt - create sizzling sales copy.

Warmly

Trevor ‘Toe Cracker’ Crook 
PS. If it’s good enough for me to fly 24 hours - it’s good enough for you to at least see why I am.
http://ImNosey.com/fj

PPS. I have also exteneded my $97 teleseminar offer http://www.TrevorCrookLive.com/teleseminar.htm

“Real Esate Agent Eats Humble Pie Over Advertising”

Here is Part One followed by Part two . . . They were emailed to my list.

Last weekend, a friend and I met with a real estate agent with a view to listing her unit for sale. The agent got the listing and was told we would approve all advertising, not letting on I am a copywriter. The agent said we could make changes, but she doesn’t give her client’s the end say in what the advert eventually says. 2 nights ago, the advert was emailed through and it was the usual boring crap which real estate agents do. It said nothing of interest, or do anything to grab a potential buyer by the throat and demand an inspection.

Enter the ‘Toe Cracker’.

I pretty much changed every word and did quite a few drafts, changing one word here and there, until I was happy with it.

I emailed it off, with the agent still oblivious as to what I do and knew she would phone my friend and give more excuses than a 3 year old who’s been caught with their hand in the cookie jar, as to why it wouldn’t work.

It didn’t take long the next morning for the agent to phone. She expressed her concerns about what I had written, making it clear my version wasn’t what they do and was emphatic my advert would fail.

After some discussion the agent reluctantly agreed to run it and then she said - ‘If it doesn’t pull any inquiries, they would change it to their style of advert.

My friend didn’t pull any punches and told the agent to let me do what I do best and for the agent to do her job and sell the unit for the maximum price.

THE RESULTS

Just 7 hours later, they had 11 people call and 5 people are booked in for an inspection today.

Hey . . . what would I know anyway compared to a f.i.g.j.a.m. real estate agent?

My copy is working, the interesting part will be if the agent can perform or whether she is full of more hot air than a hot air balloon.

I will be checking other adverts for the agent and if they have knocked off even one word which is copyright to me - they will have nightmares for years to come after I finish with them.

So what’s the point of this story.

Simple answer.

It’s the power of the written word. Persuasive words sell.
I took something, used the exact amount of space and turned it into a kick-ass piece of copy.

I want you to be able to do the same.

Remember my reprinted article about the university study which proves that you only have 1/20th of a second online, before people click off and go to someone else’s website.

Offline, you have 7 to 10 seconds. Be smart, if you haven’t done so already, get your hands on my 10 hour copywriting blueprint teleseminar for just $97, including the CD’s when it’s over.

It was a 72 hour deal and there are only 48 hours left.

Go on over to: http://www.TrevorCrookLive.com/teleseminar.htm

Otherwise, get my Judgment Day DVDs, and start kicking some serious butt with your copy before your competitors bury you. With 8 easy payments on offer, you’ll make your investment back many times over, before you have paid for it. http://www.TrevorCrookLive.com/jd.htm

PART TWO:

Judging by the response to my earlier email from my customers, I though I had better let you see the before and after adverts plus give you an update.

Firstly, my advert had 184 viewings in less than 24 hours, 11 emails, 5 inspections booked and . . . in the time it took me to email you earlier, my friend’s unit sold for her asking price. Also, another agent had it for 6 months in early 2005 with an even crappier advert and they didn’t even get one single offer.

To her agents credit, she wasn’t full of hot air and did her job (I can swallow my words) which means several things - people should stick to things they are actually capable of and leave the other stuff to the professionals within that field.

Would you get a butcher to perform brain surgery or Bill Clinton to address a dry cleaning convention on how to remove sticky stains from a dress?

NO - I didn’t think so.

When you try and be a ‘jack of all trades’ and a ‘master of none’ - you will get bitten on your butt. You should never put your fantasies ahead of your capabilities.

HERE IS THE BEFORE and AFTER:

Remember, I only had a limited space, no more than the agent had. I just made superior use of it.

The Agents:

Headline: Larger than Life

Body Copy:

Space is what this 2 bedroom, 1 bathroom unit is all about. With two large built in bedrooms and a study/sunroom. Plus a huge dining area there is definitely room to move. This air-conditioned unit in ‘Blah Blah’ is ready for you to move in. Body Corporate’s are low. The unit is situated in a very handy location, just a short stroll to ‘Blah Blah’
village and ‘Blah Blah’ train station. At only $000,000 you had better be quick!

Trevor ‘Toe Cracker’ Crooks:

Headline: “Big Enough To Swing An Elephant”

Who else wants a HUGE 2 bedroom, 1 bathroom, air-conditioned unit that makes most other units feel like a dolls house? If you have ever wanted two large bedrooms with massive built-ins, a study/sunroom, a big dining area and a MASSIVE kitchen with more cupboard space than you could ever imagine . . . then look no further.

This 1st floor BLAH BLAH unit is ready for you to move in, located in a QUIET and handy position. Walk to Centro.
Low Body Corp. At $000,000 . . . be quick!

It was the headline which hooked them. Firstly, most 2 bedroom units are very small and a common phrase used for a small bedroom or place is - “you couldn’t even swing a cat in here”. This place, being huge, I used “Big Enough to swing an Elephant” as this conjures up a vivid picture in your mind as opposed to the limp - ‘Larger Than Life’ headline used by the agent.

Notice I painted the picture  . . . doing an apples to oranges comparision between her unit and all others being the size of a dolls house. The job of this advert, like any advert was to hook a prospect, this time a potential buyer into wanting an inspection.

There’s another valid point which you should take note of which is . . . the job of my advert. It was a lead generator to get an inspection booked in. YOU have to know exactly what it is you want your advertising to do. I know, you will say it’s to get a sale.

Wrong answer!!

Ultimately this is what you want. Unless you know the correct steps which lead to your sale, you are leaving too much
money on the table. This advert, was online and competing with all other units for sale in the area which means it had to stand out.

I also looked at all of the other adverts headlines. They were typical lame B.S. which proved yet again advertising
suicide is killing at least 98.7% of people in business.

YOU need to get one think planted firmly between your ears;Your advertising, in any marketing medium, either online or offline and I don’t give a stuff where you do it, what country you live in or market in, what language you speak or anything else for that matter - it will cost you the same whether you pull zero, one, 100 or 1,000 sales.

I want you to read the above statement again then write it out by hand and put in up in your office. That way you
will absorb the message.

NOTE: The words I used in the advert are copyright to me persoanlly and you are not authorized to plagurize my work. Anyone caught doing so will face legal action.

Kick butt - create sizzling sales copy.

Warmly

Trevor ‘Toe Cracker’ Crook
PS. Tune in for tomorrows story of how I increased a customers conversion by 533% within 24 hours.

“It Takes Just 50 Milliseconds For Visitors To Your Website - To Decide If They Will Stay Or Banish You To That Dung Heap In Cyberspace, Visit Your Competitors Website And Buy From Them Instead Of YOU!”

I was scanning through my local paper last Saturday and the following headline jumped out at me. I have reproduced the entire newpaper article below;

“Net Success Comes In A Blink”

First impressions count, especially when you’ve only got 50 milliseconds. A Canadian researcher has found that Internet users take only a 20th of a second to decide if they like the look of a website. Dr. Gitte Lindgaard of Carleton University in Ottawa flashed websites for 50 milliseconds to particpants and asked then to rate them from best to worst.

First impressions count, especially when you’ve only got 50 milliseconds. A Canadian researcher has found that . Dr. Gitte Lindgaard of Carleton University in Ottawa flashed websites for 50 milliseconds to particpants and asked then to rate them from best to worst.After repeating the exercise a number of times, participants were allowed to examine the websites properly and rate them again. In both instances their findings were consistent. “My colleagues believed it would be impossible to really see anything in less than 500 milliseconds”, Ms Lindgaard said.

She said the findings would cause online businesses to give more thought to how important it was their websites were constructed properly.  - Patrick Watson, Courier Mail, Brisbane Australia.

Well my online entrepreneurial friend, if that doesn’t confirm what I have saying in my previous blog entries - nothing will.

I am offering 42 people, the chance to join my copywriting blueprint 10 x 1 hour teleseminars and then get the entire recordings shipped to them on CD - for just $97. If you are interested click the link below:
http://www.TrevorCrookLive.com/teleseminar.htm

Warmly

Trevor ‘Toe Cracker’ Crook

” 3 Legged Pink Elephant Seen At The Golden Globes . . .”

By now you’ve pictured a 3 legged pink elephant. It wasn’t at the Goldne Globes - it was actually sitting on the beach drinking pina coladas, as the sun goes down in the Bahamas. 

You are no doubt curious about what this has to do with advertising and marketing!

You are probably thinking that I’ve lost my marbles and you would be wrong!

It has everything to do with how you advertise and market your business, because your mind works in pictures.

Go on, tell me you only imagined a normal 4 legged grey elephant - instead of a 3 legged pink elephant sitting their sipping pina coladas.

I know that you can’t . . . which is main point to this blog entry.

Unless you are flat lining without a pulse . . . you can’t change the fact that you instantly get a picture, 100% of the time.  No exceptions.

Let’s see shall we . . .

- Imagine a red rose
- Imagine a Angelina Jolie pregnant
- Imagine taking a milk bath
- Imagine you have just won $30 Million in the lottery
- Imagine flying first class to Paris, sipping french champagne and eating lobster
- Imagine Sasha Cohen reading the sports segment on the Naked News

I challenge you to tell me you imagined something completely different!

So, how do you apply this knowledge to your advertising and marketing to get your cash register overflowing so much that you have the luxury of wiping your . . . . forehead with $20 bills on a blistering hot summers day?

To put it simply . . . you need to be descriptive in your advertising & marketing. Everything that you do . . . which includes the way you describe yourself and your business, will benefit hugely from creating a vivid picture in your prospects and your customers mind.

Here Are Some Examples:

You are at a party, and someone asks you what you do for a living. Let’s say you are a New York taxi driver.

If you are like 99.99% of people, you would say -”I’m a taxi driver”. This is a ’so what’, statement, one that is very boring, in fact it’s as exciting as watching wet paint dry.

Now . . . imagine for a second, what the response would be if YOU said - ‘I safely transported 100,000 people all over New York last year, driving in heavily congested traffic, getting my passengers safely to their destination in the shortest possible time . . . without an accident.’

Ask yourself this - ‘Which statement telegraphs exactly the benefits of what you do?’

More importantly, which taxi do you think you would jump into if you were given the choice?

What about all of those ‘beauty care products’. They don’t say to you . . . buy me because I’m a jar of gunk to put onto your face.

No!

They sell all of the emotions of staying beautiful, looking younger etc. They are selling you on emotions, on things that you want to hear.

If they said - “Buy this jar of gunk to hide your wrinkles, crows feet & acne scars, so that you stop looking a dried up old prune” . . . they wouldn’t sell too many.

I could go on for hours with examples.

The point is that I want you to telegraph the benefits of what you do in everything that you do. You want your prospects & customers to say to themselves . . . ‘WOW! . . . how do you do that?’

To really put this into perspective . . . imagine you are a man (this works best from a man’s point of view) and you are going to take your loved one (wife/lover etc) away for the most romantic weekend of their life and you say or write this;

“. . . There will be rose petals on the bed when you open the door, chilled wine and the finest chocolates beside the bed, the room will be lit with candles, massages and facials booked, plus I’ve booked the most secluded seat at the best restaurant in town for our romantic candlelit dinner.”

Good now that you’ve pictured this . . . how romantic do you think the weekend would be?

As the ‘man’ in the story, you would be so confident of getting ‘dessert’ when he got back to the hotel room - you be willing to place bet’s on it.

Am I right?

How far do you think you’d go if you said this to your wife/lover.

“Go and pack your bag for a weekend you will never forget . . . inside a hotel, staring at the ceiling fan as it goes round and round - by the way do we need 24 or 48 condoms?”

Well . . . I think you’d have almost no chance.

The end result may be the same if you go, but the benefits & emotion are described vividly in the first story and clearly lacking in the second version.

My challenge to you is this . . . go and grab your business card, read it and ask yourself honestly if there are any compelling reasons to do business with you (ie. benefits) or is it just plain boring, listing your products and features, with your business name right at the top with a frilly, fancy, cutesy logo?

If it’s just plain boring . . . you and your marketing have a serious problem . . . that needs fixing now!

I also want you to think about how you answer people when they ask you - ‘What do you do?’

Now that you’ve thought about it . . . write it down on a piece of paper. Good, you can see how boring it is, can’t you?

Taking the examples above . . . I want you take your job/position title or the title of your business & start writing down a rip snorting, benefit driven statement that compels people to say . . .

‘WOW! How do you do that?’ or ‘Where do I get one of those today?’

You may think this is silly . . . but until your marketing improves to the point where you capture your prospects attention like a giant gaff hook rips into the side of a shark . . . you are leaving so much money on the table it’s not funny.

Warmly

Trevor ‘Toe Cracker’ Crook
PS. Imagine you just doubled your bottom line profits by applying my kick butt advertising strategies. Feels good doesn’t it?
PPS. I created a yellow page advert for a customer recently who does household services and they told me they have been in business since 1995 and I said - ‘who cares?’.

After some questions (I sometimes feel like I am a vetenarian with my hand shoved fair up a cow, prodding and probing to extract what I need to create sizzling sales copy) . . . I asked them how many actual services they had carried out over that time. Ten minutes later, I got a call - they had carried out 884,000 services in the last 12 months alone with a 97% satisfaction rate and their customers kept coming back for more household cleaning etc. 

You tell me . . . if you were looking to get your home cleaned - do you give a stuff if they have been in business since 1995 or would you be more interested in knowing they had cleaned 884,000 homes with 97% of their customers being very happy?

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