Do you make these sales letter mistakes?

• What is the one thing you should always do at the end of a sales letter? If you don't know, you're likely leaving a ton of money on the table. (Ross's Checklist Item 20)
  
  
• Do you know the real purpose of a headline in a sales letter? If you said, "To grab people's attention", you probably have unnecessary costs and less efficient marketing (Ross's Checklist Item 1)
  
  
• Are you tempted to use negative advertising when facing competition? If so, do you know how much worse these ads pull than their positive counterparts? (Ross's Guide, p. 14)
  
  
• Why is your picture important? (Ross's Checklist Item 18)
  
  
• Are your advertisements beautiful and nice to look at? If so, you need to test against uglier and more informative versions. You'll probably be surprised at the results. (Ross's Guide, p. 10 and p. 14)
  
  
• Do you charge less than you could because you're afraid people won't buy? Emphasize the savings, not the cost, and you'll come out ahead at the higher price. (Ross's Guide, p. 21)

Sales Letter Tales: The True Story of
Two Computer Programmers

wo men set out to build an internet business. One learned everything he could about e-commerce web site design, search engine optimization, e-zines, Google Adsense, affiliate programs and more. He bought every course and software package that came his way promising "wads of cash".

The other just learned how to sell. More importantly, he learned salesmanship in print. He wrote killer sales letters.

Which one is the bigger success today?

I hope you guessed it: The man who learned to sell.

I wish I had the good sense that you do. I am the first guy! You would not believe the time and money I've spent learning the "mechanics" of web marketing. I swear half the hotshots you'll see online got where they are today by virtue of my money.

But you can benefit from my experiences, both good and bad. Here are a few key things I've learned along the way:

1. It doesn't matter how good your product is if you cannot effectively communicate its benefits to your customers in your sales letter.

They won't know and they won't buy.

2. It doesn't matter how high your search engine rankings are or how many search engines refer people to your sales page if your sales letter fails to convince them that you have the answer to their problem.

They won't know and they won't buy.

3. It doesn't matter if you've got an awesome Adwords ad with an amazing click-through rate if you can't close the deal by convincing visitors with your sales letter that they need your product and they need it NOW!

They won't know and they won't buy.

One of my favorite gurus is Dan Kennedy (and yes, he has pocketed a lot of my money, too). On page 4 of his terrific book, No B.S. Sales Success, Dan wrote,

"Everybody is in sales."

Never have truer words been typed. And nowhere is it more important than when trying to start a business online or market a bricks-and-mortar business on the web. You must learn to sell in this medium first. Pay-per-click ads, e-zine ads, autoresponders, you name it--they're all just overhead if you cannot sell.

The very good news is that there is no mystery to it. In fact, one of the most famous advertising men of all time, Claude Hopkins, wrote that,

"The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles..." (Scientific Advertising, p. 1)

Sales Letter Mastery in Changing Times

Any good teacher will tell you that learning the principles of a subject area is more important than memorizing miscellaneous facts. This has proven true on the Internet, too. E-mail marketing was the golden goose, then the CAN-SPAM Act of 2003 and the widespread adoption of spam filters made it much less effective. Search engine optimization was the rage, and then the major search engines started tweaking their algorithms in an arms race against those trying to beat their systems.

My advice is simply this: All the specific techniques in the world are worthless if you cannot sell your product to your prospects. Learn to sell.

More importantly, learn to sell in print. You'll then be prepared to conquer nearly any medium.

Who Writes the Best Sales Letter Copy?

You're probably expecting me to say that I'm the best copywriter in the world here, and maybe throw in a hard-sell pitch to buy my course and pay me $30 a month to be in my "inner circle" group until I'm rich and you're broke.

But I am not the best. I'm just a software engineer tired of making other people rich. I'm probably a lot like you in that respect. But that should actually be encouraging to you if you've read this far: If a socially backward software geek like me can spark your interest and your curiosity, then you can do it, too.

What I can say is that I have found the best sales letter writers in the world. They are giants in their field and are universally recognized as the best of the best. Better yet, they have proven track records, having made themselves and many others incredibly wealthy!

In short, these guys are proven commodities. I'll even tell you who they are: Claude Hopkins, Elmer Wheeler, A.W. Shaw, and Walter Dill Scott. Virtually every major "hot" marketer of today makes mention of the debt they owe to these men.

You can get their timeless truths right here, right now... All of their original texts and, more importantly, literally hundreds of example sales letters. And better yet, I've arranged and summarized everything they taught into a simple checklist as well as a detailed guide.

As I told you earlier, I'm a software engineer by trade, not a marketer, and I spent huge bucks learning the "secrets" of many of the top copywriters. Interestingly, they all dropped hints about where and how they acquired their skills. In every case and in every course, they quoted important "masters" of the past.

"I've got to get my hands on the works of these old masters", I thought to myself, "I want to know what the hotshots know."

I finally found--and got redistribution licenses for--all the major marketing works of the past. And now I know WHY the great copywriters do what they do. I finally have the keys, the underlying principles.

There are no secrets anymore.

But that isn't the end of the story.

Sales Letter Mastery:
There is a massive gulf between knowing and doing.

I struggled for a long time learning to integrate the universal sales and marketing principles of the masters. The learning curve was steep and the risks high: I have spent thousands of dollars on advertisements that were total duds.

Maybe it is because I am not really a professional marketer, but I was in dire need of a shortcut. So I made my own. Two, as it turned out.

First, Ross Lambert's Guide to the
Masters of Marketing...

The first thing I did was distill the most valuable marketing and copywriting techniques into small, bite-sized chunks that I could review regularly--and quickly. These notes are short enough that I can print them out without killing half the rainforest, but long enough to contain the real meat in each point. I managed to condense over 600 pages of source material to less than 50. For my own benefit, I also "translated" each key point to the internet era and cross-referenced page numbers in the original source.

This digest was a big help, and I try to scan it once a week just to keep the major points fresh in my mind. But I still needed something more to make my sales letters really sizzle, something I could refer to while actually engaged in writing.

And My Sales Letter Checklist...

That "something" turned out to be a simple checklist. I took only the most important tips and techniques from my Guide, the best of the best: I included the very few things I absolutely had to remember every time.

Not only do I refer to the checklist while actually writing, but I also do a final review when I think I'm finished. This final review just takes me about ten minutes. Now, I'm not Jay Abraham or Michel Fortin or Yanik Silver or Gary Halbert by any stretch of the imagination--hey, I'm an engineer and I do this part-time--but thanks to my Sales Letter Checklist I consistently turn out good sales copy.

And you can, too.

Here's what you will get...

• Ross Lambert's Guide to the Masters of Marketing: Nearly 50 pages of the most valuable techniques gleaned from the Masters of Marketing collection, updated for the internet and rewritten as easily learnable snippets. This Guide condenses the source material by over 90%!
  
  
• Ross Lambert's Sales Letter Checklist: My lifesaving list of things to remember every time you write advertising copy.
  

My Guide and Checklist are NOT available anywhere else, period. They are both original works and the only authorized publisher is Digital Provisioners, LLC.

In addition, you get the Masters of Marketing Collection itself:

• Claude Hopkin's Scientific Advertising,
  
  
• Walter Dill Scott's The Pyschology of Advertising,
  
  
• A.W. Shaw's 72 Sales Letters and What Made Them Pay, and
  
  
• Elmer Wheeler's seminal work, Tested Sentences That Sell: This is my personal favorite; it contains literally hundreds of ideas that are proven winners. Wheeler was a pioneer in ad testing.
  

These four e-books contain hundreds of example sales letters that are just plain brilliant. You are certain to able to adapt some of them to help sell your products.

Plus these incredibly valuable bonuses... (that's not hype--read them and then e-mail me if you don't agree...

• 41 Great Ads and What Made Them Great: This is the ULTIMATE SWIPE FILE! This e-book is gasoline for your marketing fire: It contains 41 all-time classic ads to inspire your creativity, including Claude Hopkins Peposdent campaign, John Caples' "They laughed when I sat down at the piano...", Max Sackheim's "Do you make these mistakes in English?", and David Oglivy's "The loudest noise in this Rolls Royce comes from the electric clock..."
  
  
• Web Audio Success: In this e-book Jay Jennings (Mr. Sonic Memo) reveals both the why and how of web audio. It's not just a Sonic Memo promo, either. Jay also included contributions by Armand Morin (Audio Generator) and others. PLUS, you can redistribute this e-book however you want! Make it available as a freebie on your own web site or even sell it.
  
  
• Obvious Adams: A delightful story--and therefore an easy read--that will change the way you think about sales and marketing forever. This is just plain fun, but also very insightful.
  
  
• HOT OFF THE PRESS... Ross Lambert's Web Profits Confidential: A "must read" for anyone new to marketing on the internet, here are just a few of the gems you'll find within its pages: Using blogs, content sites, and money pages for maximum profit; the three most important things to remember when writing a press release; how to find free content for your web site--and even where to find copyright-free materials you can repackage and sell!
  

Here's how much it will cost--and
why you want to order today

If you count the checkmarks in the description, there are TEN individual products making up this offer. It is therefore no stretch of the imagination to suggest that the package could cost at least $97. I've seen packages with a fraction of the the value selling for $67.

But I'm offering my Masters of Marketing Collection for just $9.00. Here's why: I know the lifetime value of a customer--and so should you. I've targeted this product to those just getting started on the web, and I want to work with you for the rest of your career as a web marketer. I want to create fans and friends, not just customers. Not only is this approach more satisfying to someone with my personality, I believe it is also ultimately more profitable.

The risk is all mine: My personal 100%, no-hassle, full year,
BETTER THAN MONEYBACK guarantee

“What an incredible collection of absolutely priceless “gems” you’ve put together in Masters of Modern Marketing! This is truly a MUST HAVE and MUST READ for any serious business person… no matter what type of business they’re in. “My personal mentor once told me, “Build your own library of important books in your field. Never be cheap about your education. Ask the successful people around you for their best book recommendations. “Whatever advice they give you, immediately go out and buy those books, take them home and begin reading for one hour every morning before you start work. And as you read, underline and take notes when you find important ideas that you can use. Implement them immediately. Take action of some kind on good ideas. You will be amazed at the change in your career.” “The books you’ve put together have changed careers for people in the past … and they will continue to do so. Thank you for making these classics available to all of us.” Leigh Beaty www.SuccessSecretsRevealed.com www.Small-Business-Success-News.com

“This is a welcome addition to my advertising and marketing library. You really have uncovered some gems... I was a little sceptical at first but after reading all of them I can see some immediate applications for these old secrets in some of my current marketing. “I love the "Obvious Adams" bonus, this alone will repay the investment... his story has inspired me to rethink my marketing copy for a complex product we have... the story made it so obvious! All the best.” Ross Stokes www.e-c.co.nz

“Ross, you were right about the Masters of Modern Marketing Collection being an absolute treasure. They're all-time classics. And Ross's Guide and Sales Letter Checklist blew me away! You're making it too easy, man. I'll certainly be using both!” Jay Jennings www.jayjennings.com

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