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.

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.

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?

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...

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.

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...

Did you read the whole sales letter? Good.

The numbers in parentheses are links directly
to the part of the letter being discussed!

And

The left column of the table with the letter contains
links back to the appropriate section of the analysis!

If you've read our new headline report, you've already got a head start here.

We chose a simple "How To" type of headline. This always works well with our market. They all want to know how to do something.

Of course, we could have used any headline which forcefully and obviously promised a strong benefit.

We decided to lead with the strongest benefit of our offer in the headline. How much stronger could we get than "Unlimited Personal Tutoring"?

Notice we didn't use words like consulting, training, or simply advice. Tutoring carries a more exclusive, personal feel to it than these other words.

What did you think about the way we threw in getting the newsletter for free? It adds a nice kick to the headline.

Next, look at the greeting (2). It talks specifically to our audience. We could have used "Dear Friend," but this adds to the exclusivity of the offer.

By the way, we've found that indenting the first word of your paragraphs generally helps give your letter a warmer, more folksy feel. The straight block type of layout seems more sterile; more businesslike.

Remember, you want your sales letter to read more like it was from a friend than a business.

This is important. You wouldn't believe how many sales letters ramble on and on before getting around to the subject at hand. It's almost as if the letter writer was scared to bring up the subject.

Look at it this way. The headline makes a "Big Promise," which draws readers into the copy. The copy must immediately start to deliver on that "Big Promise" or you'll lose them in a heartbeat.

See how this letter not only gets right into the "Big Promise," it reinforces it and makes it come alive in the readers' minds (4).

We do this by getting them to imagine using the stated benefit. And, at the same time, we start to build the exclusivity of the offer ("only 25 people").

Our first subhead (5) reassures them that the offer is real, and attainable.

And the next line (6) does even more.

By now, the reader might incorrectly assume that the main barrier to getting these benefits is a high price. This line tells them not to worry about the price, and that they do have to qualify to participate.

This adds even more exclusivity to the offer.

The rest of the first page of the sales letter (7) and the beginning of the next page (8) reminds them of what they actually saw with their own eyes and heard with their own ears at the seminar.

And, naturally, it all supports a strong case for us and our products.

In fact, about 13% of them (so far) already subscribed to our newsletter. This part of the letter reinforces the contrast between us and the other speakers at the seminar.

In fact, paragraph (9) reminded them that they probably saw some of the other speakers picking our brains too. Let them draw their own conclusions.

Don't be afraid to do this. When you do, just make sure you are on the same wavelength as your reader. Don't just bad-mouth your competitors or their products. If you do, it will generally backfire.

However, if there are factual, specific things about your product which outshine your competitors', make sure you state them.

We had an advantage in this case, because all we had to do was remind our readers of what they actually saw and heard.

Now that we've got them remembering how great they thought were at the seminar, paragraph (10) reminds them that they brought up the problem that our offer provides the solution to.

By the way, this letter uses a subtle version of the headache - aspirin technique. Hit them in the head to aggravate their headache, then offer them the aspirin to get rid of the pain. It's a very powerful technique. Use it!

Next, we bring up our normal telephone consulting fees (11). We did this to further aggravate their "headache" (remember, we've got the solution), as well as to begin to establish the actual value of what we're about to offer them.

Since we've made a seemingly outrageous claim (our normal fees)...

We point out that our advice is even more valuable than the fee - if someone uses it. Obviously, if someone doesn't use it, it isn't worth anything to them.

We give two actual case studies where we made or saved clients way more than the fee. Notice how we present the first one in a "what if" scenario which gives the reader no way to refute our claim.

This is one area where we had to stray from the "you" point of view to the "we / our clients" point of view. Although we don't like to do this, it was necessary to prove our case.

In paragraph (13) we get right back to the "you" focus by telling the reader we want them "to be able to report the same results."

Next, in paragraph (14), we use a version of a very powerful technique.

This technique adds believability to your claims, and shows that you're telling the story fairly.

In this case, we use it to admit that we can't promise that every idea we ever give them (or you) will make them a fortune. Of course, even though we all know this, you'd be surprised at how many people in this business refuse to openly admit it.

Not only is it much more honest to admit your (or your products') shortcomings, the added credibility actually brings you even more sales.

It also gave us a chance to draw the comparison between us and our competitors again. Note the warning in paragraph (15).

Paragraphs (16) asks (and answers) the question which is probably on the readers' minds by now -- Why do you have to charge so much?

In paragraph (17) we immediately go on to justify and explain our answer with an extremely strong (and honest, therefore credible) "reason why" type explanation. This explanation continues on the next page...

The top of this page continues the "reason why" (17), and gives the reader a guided tour through our minds (no wisecracks please).

Notice how we put ourselves in the same boat as our readers by showing them that their problem is a problem for us, too.

We explain the two most obvious options, and point out that neither of them solves our mutual problem. We appeal to their business sense in that everyone understands the value of time, and that you can't waste it.

And at the same time, we show that we care for the "little guy," the beginning player.

By saying, "Frankly, neither of these options is acceptable to us," we imply that a solution is forthcoming. In other words, here comes the "aspirin."

Section (19) explains, in a very honest, logical, and straightforward manner, why we haven't devoted the time to come up with the solution until now.

After all, our readers know that writing, publishing, client work, and seminars make up the bulk of our business. This section explains why, and even offers some very good advice...

It shows that the income from telephone consulting pales compared to the income from these other aspects of our business.

It almost makes the reader feel like we're heroes for working on their problem even though it's not a very profitable use of our most valuable asset -- our time.

But, since nobody does something for nothing (not even us), we point out that we do love doing the consulting (20). The ego gratification is worth something. We continue by reminding them how much fun we had helping them at the seminar.

And, finally, Alan comes up with the perfect solution -- The aspirin!

Now look at how we restate the problem, and lead up to the solution (21). Pay attention to the subhead, "Here's how he explained it to me..."

This tells the reader not just that the solution is coming, but that it's going be explained in a no B.S., candid manner. Again, it's the "insider" attitude. This is Alan explaining it to me, not selling it to a prospect.

The next three paragraphs, although short, are quite powerful. Paragraph (22) explains that the solution will weed out the time wasters without pricing ourselves too high for the serious entrepreneurs -- A perfect solution (as promised).

Paragraph (23) tells readers (in a very polite way) that this "aspirin" is just what they need, and they'd have to be crazy not to take us up on it. A true statement!

Paragraph (24) further builds exclusivity and adds urgency by explaining why we have to limit how many people can participate.

We give the program a name (PUMP) in section (25), and jump right into benefit laden bullets. These bullets continue through most of the next page.

Bullets are short, concise benefits. They catch the readers' eyes even if they are just skimming the copy.

Sometimes they act like little headlines, because they can sometimes draw a wandering reader back into your copy.

There aren't very many sales letters (or space ads, for that matter), that can't be improved by adding a few bullets.

In some ads, the bullets are strictly pure benefits delivered in as few words as possible.

An example of this would be the first bullet we used (26). Unlimited marketing consulting by phone with Alan or myself.

Sometimes, you'll want to write your bullets with more of a spin on them. In this case, the bullets are more like "teaser copy."

Here's a perfect example: Seven things your lawyer will never tell you.

Depending on the product you're selling, teaser bullets can be wildly effective.

Another powerful variation would be to tease them with the promise of a specific benefit. Look at the bullets on the back cover of our book, Secrets From The Lost Art Of Common Sense Marketing.

It refers to the part of the book that teaches the lifetime value of a customer and back-end sales.

If you remember the dry cleaner example from the book, you know that although we put an exciting spin on it, the bullet is entirely true. Here's another example from the book.

Pretty powerful, isn't it? Well, it's completely explained in the first chapter, Don't Answer Your Own Questions. That chapter teaches you how to get your customers to tell you just about everything you need to know about selling them more products, more often.

Again, although every bullet is presented in the most powerful and provocative way, the book really does deliver on them.

The important thing to remember, is to be honest. Tell the truth in your bullets (as well as in all your copy) or it will come back to haunt you.

Another kind of bullet is the "plant a seed or the reminder bullet." We used these extensively in this sales letter. Look at the bullets numbered (27). These bullets each tell the reader some specific ways they can use their unlimited consulting.

They get the readers visualizing situations which they've been in where we could have helped them.

The helps build the value of PUMP membership in the readers' minds. And, it's totally honest because we really do want them to call.

Notice how these bullets each end with us urging them to call. This shows that we really do want them to call. And, since we have the reputation of being expensive, we add in the last of the (27) bullets that you'll never get a bill from us.

This cements the idea that they'll get even more service than they'll pay for up-front. We do the same thing with the next major benefit of PUMP membership. First, the benefit bullet (28), followed by the bullets which suggest how to use the benefit (29).

The next few bullets (30) explain additional benefits of membership.

And we wrap up the bullets (31), with an important benefit for them (as well as us); the conversion option to full client status. They plant the seed that the reader may even "graduate" to full client status.

Most of the people reading this letter have never hired a marketing consultant before.

At this point, many readers are drooling over the thought of joining PUMP. They want those benefits, and they're still concerned about the price. They know that it takes a large up-front fee, and the truth is, compared to what they'll get it's still a bargain.

Well, now it's time to drop the last veil.

They're primed and ready. They see the value. Will the value exceed the cost? You bet it will!

Look at section (32). We use a very powerful technique to make the price seem much less than they might have expected.

We relate the cost of membership to other professional advice which they routinely buy -- accountants and lawyers.

We show them that they can get much more help from us over a year than they're now paying for the (less profitable) professional advice they're used to paying for. Wow! Now, they have a way to relate to it that's not as foreign to them as hiring a marketing consultant.

Always find a way to relate your product, offer, or price to something your reader is already familiar and comfortable with. By keeping them in their comfort zone, you have a better chance of closing them.

Now, here's something slick. Notice how we use the lawyer / accountant comparison again?

This time we point out that not only are these kinds of professionals more expensive than we are, they'll take anybody. We won't! This adds even more exclusivity.

Then we give them a price (33) which is probably lower than they expected, and in the same breath, even show them how to get a discount off that.

And then, we give them one more example of how cheap the membership really is (34). We show them it's only $50 a week.

We've told them several times that this is a very exclusive club. Not just anyone will be allowed to participate, and of the applicants who do qualify, only 25 of them will be accepted at this time.

This is all true! It's also powerful marketing.

But, we don't want to make it so tough that we scare away the people we really want to work with.

In number (35) we prepare them for the restrictions. They'll find them quite reasonable.

Now, look over at the restrictions (36-42). Read them again. This time try to imagine you're someone who's quite interested in the offer.

Whenever you have any kind of qualifiers or restrictions to your offer, make them reasonable (from your readers' points of view, not yours).

Also, whenever possible, try to soften each restriction by putting a selling rationale in the same sentence or paragraph.

For example, look at number (37). See how we stress that we don't want people joining with their grocery money?

And in the very next sentence, we continue by reaffirming the value of the program, and that we honestly believe that every member will profit handsomely.

We even go so far as to put the part about profiting handsomely in italics to draw attention to it.

Look at number (38). We tell them they can't call just to chit chat, and that when they have a legitimate question or problem we do want them to call.

And, we put the anytime and every time in bold, underlined italics. Hey, we really do want them to call with questions and problems -- more added value and selling -- even in a restriction.

Sometimes, you can't or shouldn't soften a restriction. Look at number (39). We didn't want to sugarcoat that one. But, we try to show them that the cost of the phone call is meaningless compared to solving a problem. Besides, when the call is on their nickel, they'll tend to get right to the point.

Number (40) tells them what we can't do (write copy), and also what we will do (give them copy points).

OK, look at number (41). It's another seed planted for future clients.

We should probably point out that this letter actually sells the PUMP program, our newsletter, and our client services.

People can get confused rather easily. By giving them several choices, they may become somewhat paralyzed, and not be able to decide what to buy. And in that case, they usually end up buying nothing.

Next, people who would've bought what you really wanted to sell, when given a cheaper option, sometimes downgrade their order.

In this letter, we merely mention becoming a client as a future possibility. We planted the seed; a seed which needs to grow before we can harvest it.

On the other hand, we get a little bit more aggressive in selling the newsletter as a second option.

The newsletter, even at full price ($297 for two years), isn't in the same league as the PUMP membership at a discounted price of $2,600.

Turn your attention to paragraphs (42). We've handled most of the restrictions in a disarming way. Now, the big restriction (you have to talk to us before we let you in) highlights the point that we really only want serious people in the program.

These two paragraphs cement in the readers' minds that we really have their interests at heart (we do). It hammers home the point that while we really want their business, we only want it if we're certain to provide value to them. We're really not in it just to snag some quick cash!

Next, we use the "maybe / maybe not" technique (43). It's a strong way to show that you know your product isn't for everyone, and to show that it's probably right for them.

Look at the situations described here. Do you know anyone who would want to admit to these? Not likely. Look at the next page. How many people like to see themselves as described in paragraph (44)? Probably most of us, right?

We've practically got our readers salivating to get into this hot program. But somewhere, in the back of their minds, there's probably a little doubt gremlin.

This doubt gremlin is trying to convince them that this is a risky deal. It's trying to convince them that we can't be as good as we say. In this case, even though the gremlin is dead wrong, he does have some influence with our reader. Now we have to address it.

Remember, we already reminded them in paragraph (37) about not spending the grocery money to join because there's still some risk?

It's time to minimize that risk.

We did this by offering a guarantee. Look at section (45). Study it closely.

We remind them that we've already admitted that we can't guarantee a winner out of every idea we give them.

And yet we still give them a chance to see first hand what we can do without them risking anything.

If they join, they can use their first consultation as a test. At the end of the consultation, they can decide to stay in PUMP, or get a full refund of every dime.

It's important that we have them make the decision right at the end of that first consultation. That way, they'll base the decision on our performance, not any other factors.

We're happy to take full responsibility for what we can control (our performance), not for things that are beyond our control.

Turn your attention to section (46). This contains a very important transition. It starts with, "If you don't think PUMP membership is the best..."

By now, the reader is very close to deciding on whether or not to join.

Now is the perfect time to use testimonials to put the reader over the edge.

Problem. PUMP is brand new. We don't have any testimonials for it.

Hmmm. This could be a big problem, couldn't it?

Not really. Remember what our second choice is? If we can't get them to join PUMP, we want to at least get them to subscribe to the newsletter, and we have lots of great testimonials for the newsletter.

This transition allows us to use the testimonials from the newsletter to sell both PUMP and the newsletter.

We start by talking about the newsletter and offer the testimonials as proof of our claims. On the next page, we relate the testimonials to PUMP.

You'll see how we do this in a moment. First, let's look at the testimonials.

When you use testimonials, make sure they're real. Again, it's a matter of telling the truth. Be honest.

If your product or service is good, you'll get more than enough great testimonials. Don't fabricate them.

Also, when you use them, get permission from the people who wrote them. Try to get permission to use their full names and cities, too.

It's not good enough for them just to be real, they must also look real.

Look at our first testimonial (47). Larry reports a 50% increase in profits, and a $50,000 profit from one idea we gave him.

This testimonial proves our stuff works.

The next one (48) reports that he's getting results in only 50 days.

This testimonial proves our stuff works fast.

Chet's testimonial (49) cites specific things we've taught him which have had a positive impact on his business.

And, the last testimonial on this page (50) compares our newsletter (quite favorable) to others which are better known and cost more. This shows the value compared to anything else available.

Do you see how we selected our testimonials to show different specific and valuable points about our newsletter?

Do the same thing in your sales letters and space ads. OK, let's turn the page and see how it all wraps up.

Look at testimonial (51). This testimonial reinforces something we feel is important. Remember how we told readers that not every idea we give them will make them rich?

Well this testimonial points out that even one good idea made a big difference for the writer. It's true with the PUMP membership too. Even one really good idea will pay for the PUMP membership many times over.

We wrap up the testimonials with another one (52) which reports that our information resulted in a reader getting a 100% increase in sales from just a couple of sales letters.

Now, here comes the transition from the newsletter testimonials back to selling the PUMP membership (53).

Look at how the paragraph begins, "These comments were from typical subscribers." Now, look at how it ends. "Can you imagine what you'll be saying when you get to take advantage of everything we teach in our writing as well as our unlimited telephone consulting?"

That's what takes the power of the testimonials and focuses it directly on the PUMP program.

From here, it's time to go for the close. We stress the exclusivity and urgency again in paragraph (54).

Note how we tell them that the program will sell out very quickly, and that if they're interested they'd better act fast.

We bring that claim to life with the actual numbers involved. The letter "is going to 3,500 people... at the most -- at the very most, only one special person out of every one hundred and forty people will get to take advantage of this incredible opportunity."

Boy, that brings the exclusivity to life, doesn't it? And talk about urgency, the people who have any interest in this at all are going to race to the phone to make sure that someone else doesn't get their membership.

Section (55) is a call for action. It tells the interested reader exactly what to do now. It also tells them that even if they only want to subscribe to the newsletter, they have to act now, too. Note the deadline to get the special newsletter offer.

Finally, we sign off.

But, it's not over yet. Notice the P.S. and P.P.S. (56-57).

You see, when most people get a letter, they go right to the end to see who wrote it to them. And why. They end up reading the P.S. first.

Write your P.S. in such a way that it raises their interest in your offer so they'll want to read the letter to find out all about it.

Tease them in the P.S. Remind them of the benefits they'll get by responding. If they read that first, they'll read the letter to find out about them.

The P.S. (56) talks about 25 special PUMP members. The reader thinks, "What's PUMP, I'd better read this to find out."

The P.P.S. (57) talks about the special discounted newsletter offer. The reader thinks, "What discounted offer? I'd better read this to find out."

Finally, the last line of the letter (58) is a final call for action.

Whew! We put a lot into that sales letter, didn't we? That's what it takes to get the results you want.

Did you notice that throughout the letter, the copy was warm and inviting. Those of you who have met us have probably noticed that we write exactly the same way we speak.

People read with their ears. They actually process written information the same as verbal information. If you write in a conversational tone, your message gets through faster, easier, and with more impact.

Plus, it's more believable.

Make sure every paragraph leads smoothly into the next. Rough transitions cause the reader to back up and see what's wrong.

This interrupts your sales message. If you let the reader get derailed, you might not get him or her back on track.

Keep this issue of the newsletter handy when you sit down to write your next sales letter. Copy the style and flow of it, and make sure you hit all of the important elements.

Of course, every sales letter is a little bit different. If you study the winners, you'll see that they all contain the same major elements.

Why? Because it works!

Well, that's it for now, we're exhausted!

Warmly,

H. Brad and Alan J. Antin
(We want to PUMP you up!)

P.S. Next month, we'll reveal to you some of the killer ideas we got at the seminar. Don't miss it.

P.P.S. In coming months, we'll show you how to get leads and sales like crazy using a powerful medium that most people ignore. It's money in the bank!