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Antin Marketing Group Logo-Common Sense Marketing

Here's Another Valuable
FREE Marketing Lesson!

Note 1:  This lesson is from an original issue of The Antin Marketing Letter.  The only changes I've made is to update the address and contact information.  I published The Antin Marketing Letter back when I was partners with my brother, Alan.  So when you see reference to "we" or "our," that's who I'm referring to.

Note 2:  The newsletter was printed on 16 pages so this web page is rather long.  In the printed version I put the actual sales letter on right hand pages and the analysis on left hand pages.  That way readers could easily look back and forth between the analysis and the copy it referred to.  On this web page, I've put the newsletter copy (including the analysis of the sales letter) first, and followed it with the actual sales letter.  Every relevant part has a hyperlink so you can click back and forth between the analysis and the copy it refers to.

Note 3:  This is a great lesson on copywriting.  No matter what kind of business you're in or hope to be in, one of the most profitable skills you'll ever develop is to be able to write a complete and compelling ad or sales letter.  This is just one of my lessons on copywriting, but I think you'll find it quite valuable.  To learn more about copywriting (as well as all kinds of other marketing techniques), make sure to visit Your Arsenal Of Common Sense Marketing Products.

Note 4:  The PUMP program described in the following newsletter is still available (when openings exist).  We've made a few changes in the program, but the important elements are still included.


The Antin Marketing Letter

Secrets From The Lost Art
Of Common Sense Marketing

9304 W. 83rd  Street
Overland Park, Kansas 97007

From: Overland Park, Kansas
March 8, 1994
Tuesday, 3:16 P.M.

 

Dear Friend and Subscriber:

 

This Is A VERY SPECIAL Issue Of
The Antin Marketing Letter -- Read It Carefully!

We sent this issue via PRIORITY mail for two reasons. First, it's a very important, special issue which teaches some pretty hot stuff, and it contains an incredible offer.

Secondly, the recent Las Vegas seminar threw us off schedule so this issue is over a week late.

Man, are we ever charged up!

We just got back from Ted Thomas' seminar. What a show! We met and worked with over five hundred attendees who picked our brains from seven in the morning till midnight for three days running.

We did 64 half hour consultations, made more deals than we can count, and the crowd's response to us was so great our egos will probably take weeks to shrink back to normal. (Can you imagine us with even bigger egos?)

In fact, we're going to also send this special issue of the newsletter to all five hundred or so people who attended the seminar. You'll see why in a moment.

Now, let's get back to work!

We've received tons of requests for another issue on copywriting. The first issue on this important topic was January of 1993 (dated 1992 - Brad got sloppy - Bad Brad).

Judging from our mail and phone calls, many of you really loved the way we taught basic copywriting by actually writing an ad for Brad's condo right there on-the-spot and teaching you the main points in a running commentary.

Well, we're going to do the same thing, this time writing an extremely powerful sales letter instead of a space ad.

And get this, instead of writing an ad for a condo (or something else you wouldn't be interested in), we're going to make this sales letter do double duty.

It's going to be an actual sales letter talking about a very exclusive new service that some of you will go absolutely nuts over and profit handsomely from.

OK, before you sit down to write any kind of ad, you must first decide what your offer is, and what makes it so good.

If it isn't strong enough, what can you do to make it more powerful?

Remember, the offer is the most important
element, followed by the headline, then the copy.

A solid offer will frequently succeed in spite of mediocre copy, but even the most brilliant copy won't salvage a weak offer.

For this example, we're going to offer something of incredible value at a ridiculously low price. In other words, for our best prospects, this offer is nearly irresistible.

Here's how we came up with it. We had promised to consult with all of our subscribers who attended the seminar. We had 57 of our people attend, so we were busier than a cat with two tails.

While we performed our consultations, several people gathered around us and listened in. We must have done a good job, because 38 of them decided to subscribe right there on-the-spot.

Anyway, one question which kept coming up was...

Is there an economical way for people to get
our personal advice on an "as needed" basis?

Well, as you know, our fee for telephone consulting is $1,000 an hour. When people actually implement the things we suggest during a consultation, they almost always make a lot more than that. So, it's a good deal all around.

Hmmm. Not many people would consider $1,000 per hour very economical regardless of the results.

Then Alan came up with an idea. What if we started a mentor program where participants could call us whenever they needed help?

What if we came up with a way to do this for a single up-front fee which covered unlimited consulting for a whole year?

We mentioned the idea to a few of the people at the seminar, and they went nuts over it. In fact, a couple of them were ready to sign up right there -- without even knowing the price.

So, we're going to use the sales letter for the new mentor program as our copywriting example for this issue.

Of course, the same offer is available to you.

We wouldn't exclude you from any offer we make, but once people get to meet us in person, they get a better feel for how much we can help them.

So, even though general marketing wisdom suggests that our subscribers will react more readily to any offer we make, we suspect that after really seeing us in action, the seminar attendees will snatch up the available spots in the program in only a few days.

The first thing you'll notice is that this issue is twice as long as usual. We didn't want you to think that we were trying to send you just a sales letter instead of the newsletter.

Finally, we put little line numbers next to each part of the sales letter we talk about. That's so you can easily go back and forth between the teaching commentary and the sales letter.

Now, before we go any further, read the entire sales letter. Go ahead, it starts on page 3 and continues on all of the right hand pages through page 15.

Actually, just keep reading the letter starts just a few lines from here.

[You'll notice the sales letter is contained within individual "cells."  The actual letter was printed normally, but we've broken it down into these "cells" so you can follow along with the analysis.]

When you've read the entire sales letter (uninterrupted), you'll get a sense of the power and the flow of it. That's an important part of a winning sales letter. It's got to flow smoothly.

Immediately following the letter, we'll dissect and analyze it together.  You'll want to go back and forth between the letter and the analysis to really understand what's going on, but I've provide plenty of clickable links to get you where you want to be.

We'll resume following the letter...

Analysis
(1)

How To Get A Full Year Of Unlimited Personal Tutoring
From Two Of The Nation's Top Marketing Wizards
And... Get The Antin Marketing Letter FREE!

Analysis
(2)

Dear Ted Thomas Seminar Attendee:

Analysis
(3)

You've received this special issue of The Antin Marketing Letter for two reasons:

First, to give you another look at how we teach our subscribers powerful marketing techniques each and every month. We do it in an easy to use, easy to understand way which results in our subscribers actually doing something (making more money) with the knowledge, rather than letting it just sit on the shelf.

And secondly, to extend to you a very special and exclusive offer; an offer unlike any we've made before, and one which will undoubtedly make a select group of people buckets full of money.

Analysis
(4)

In a moment, I'll tell you all about it, and how you can qualify for this unique opportunity, but first, sit back, relax, and imagine if you will (no, it's not The Twilight Zone) what it would be like to be able to pick up the phone, dial a very private, very valuable phone number which only 25 people on the planet are privy to, and immediately get Alan or myself on the phone.

Imagine that we not only take your call, we actually answer this important "Hot-Line" ourselves, so you never have to go through a receptionist or even a private secretary.

And imagine that when you make this call, we drop whatever we're doing and focus our complete attention on solving whatever marketing question or problem you may have.

Imagine how much more money you'll make when you can have two of the top marketing minds in the business guiding and helping you every step of the way.

Analysis
(5)

This isn't a fantasy. It's actually quite real!

Analysis
(6)

Although it won't cost you a kings ransom to get in on it, you do have to qualify.

Analysis
(7)

You probably saw us doing some special consultations at the seminar. We did 64 of them. And, everyone who got a chance to sit down and pick our brains went away amazed and enthused. Amazed because of all the great ideas we gave them (off the top of our heads), and enthused because we solved some of their thorniest marketing problems and they knew exactly how to go home and implement those solutions.

That's the way we work. We've found that the more we give to our subscribers, clients, and prospects, the more they buy from us. It's a win-win situation.

Perhaps you noticed that most of the speakers at the seminar got on stage and spent more time pitching you on their products and services than teaching you hard core, usable marketing strategies.

Then I got on stage and spent two hours (it was only supposed to be an hour and a half) spilling my guts and teaching you the intimate details of some of our most powerful and valuable techniques and concepts.

Analysis
(8)

Why did I do this when I could just as
easily have done what the other speakers did?

Because Alan and I knew that if we really showed you what we're all about, you'd jump at the chance to join our rapidly growing family of successful entrepreneurs.

Did it work? You bet it did. We probably signed up more new subscribers at the seminar than any other two speakers combined (and the orders keep pouring in) . Of course it probably helps that we publish the very best marketing information available.

Anyway, while we were doing the consultations, we usually drew a crowd. In fact, we sometimes had as many as fifteen or twenty people listening to us rather than sitting in the seminar!

Analysis
(9)

And, did you notice that some of the other speakers (experts in their own right) were among those coming over to pick our brains? That's got to tell you something.

Analysis
(10)

Several people (perhaps you were among them) asked if there was some way they could gain access to us on a regular basis for specific marketing help.