Yeah,  I know.

Another book on copywriting.

But wait!  This one is different from all the others!

Number 1 - it's short, but potent.  Less than 60 pages.  You can read it in one sitting - but don't underestimate this book, it's one you ahould read again and again until the subtle principles of Tranformative Copywriting are thoroughly drummed into your brain.

Number 2 - This is NOT a manual on writing sales letters. There are hundreds of them out there. The world doesn't need another course on basic copywriting.

There is so much how-to information to teach you the nuts and bolts and technical process of putting together sales letters, what to say, how  to say it, and how to do it for a living.

This is the kind of stuff, explained, that is sort of understood within the community of marketers and copywriters who "get it",  but unexpressed.  I think the reason is because what sells books and courses are words like:

-fast
-easy
-instant improvement

not words like:

-theoretical
-educational
-informative
-thought-provoking

We associate the first set with visceral experience, thrill-seeking and frankly, these are advertising appeals directed at the infantile brain - the part in ever one of us who says "I can't" when facing a challenge, the chimpanzee brain.

A big part of effective direct-response advertising is grabbing attention with appeals like "Lose Weight Instantly" - but there is more to marketing than churning out slogans promising instant gratification... a lot more.

So we come to disciple, theory, hard work, THINKING.  Most people prefer to avoid these things - and because they do they will buy products and services which relieve them of these burdens and make their lives feel simpler and more carefree.  People buy the experience of using your product, the pleasure of what it does, the prestige of owning what others cannot have. 

But for us advertising men and women life is not so simple.  We are like puppeteers and because we pull the strings we much be intimately familiar with all the mechanics of the way the show works - because flawless direct-response marketing has been called "Theatre in Print" - to the buyer the entire experience stimulates a range of emotional response finally leading to pleasure and relief when he or she orders the product. 

To pull this stuff off you'll be at a big disadvantage if you aren't equipped to build theoretical models in your mind.  You cannot realisticall test every possible approach in the real marketplace - it is too  slow, costly, and ineffective.  The ability to build theoretical models of your buyers in your mind and visualize the SHOW you can engage your talents to put on - this is a priceless asset for any advertising puppeteer. 

Let me digress and tell you a story.  For many years I've played guitar, and I got pretty good, and even there were a lot of things I could do with the instrument my friends who had played longer could not do.

Was is because I practiced more?

No. I think not.  I practiced a couple of hours a day at times.  

The real reaon my knowledge and skill on the guitar exploded was I sat down and learned teh theory of it.  With teh guitar you could spend 10 years figuring out musical theory by trial and error, and that's what my friends were doing - or you could just learn the theory on an abstract level and then apply it to the guitar - which is what I did, and it got me to a pretty respectable skill level in a relatively short period of time.

Sure, I missed out on some of the fun or re-inventing the instrument for myself, of puzzling it all out by ear - but I gladly gave up those years of struggle and and confusion by learning theory.

Maybe not such a bad trade-off,  you think?

Let's suppose for a minute there isn't too much harm in learning a little more theory about how persuasive writing works.  Let's suppose there was a short, easy-to-read report about it.

Let's suppose you could get your hands on that report right now and upgrade the mental software you are running in your computer-brain to a more-efficient software.

This is a collection of ideas, techniques and concepts that form a mindset that leads to what I call "Transformative Copywriting".  The key, quite literally,  is to focus on the funcdamentals.  All the great athletes and accomplished people always go back to the basics often in their training.

Master the basics of persuasive communication - and the world opens up to you.

What none of those books or courses will give you is:

>>Five Big Myths about writing effective copy - and if you believe
them, as many people do, you might even struggle to attempt to write
your own copy. 

>>>>How To Build a Better Offer!

If you make the right offer to the right prospect at the right time, you can have the worst copy in the world and still make a fortune.

Think of this as the first arrow in your quiver for success.
There are other arrows you will need to be a well-equipped
Warrior, but you ability to express yourself in written communication
is absolutely the number 1.  success factors for anyone
involved in marketing his or her own business.

On the internet this is more clear than ever.

There are  (let's face it) dozens of factors that lead to any sort of profound success you or anyone might have.  You would want to have: enthusiasm, endurance, great health, persistence, self-discipline,  time-management, focus, discernment - all advantages that have to do with your character and self-mastery.

Then there are nitty-gritty kills:  the ability to communicate is the one that matters the most.  It doesn't matter if you do it in writing or by speaking on a stage, or on TV, or any other media - the wall that stands between you and massive success in all levels of your life.

Think about it - we all have to sell other people on our ideas all the time.  Without some sort of "winning over" of other people to our way of seeing things we struggle massively in life.

If you want people to do what you want - and if you want to be super-successful in life you just have to get other people on your team - you have to get them to consider, then accept, and finally embrace the PREMISE of your message.

It's as simple as that.

Considering
Accepting
Embracing