Posted by:
Tony Flores
May 17, 2007
Issue #127
For the first time ever, hear the shocking true story of how The Screaming Eagle’s Editor, Anthony Flores, once helped save a damsel in distress from an evil Mafia family … freeing one of the world’s cutest little girls in the process … all by writing a simple sales letter.
In this eye-opening issue:
- A shocking, highly instructive story which proves YOU already possess the most powerful skill on the planet …
- 5 secrets for ramping up the persuasive power of anything you ever write – INSTANTLY – even if you’ve never penned a word of copy in your life…
- Why the pen is indeed mightier than the sword – but why there’s a catch! Armed with this understanding, you can defeat virtually any villain in your life using the pure unbridled power of words …
- PLUS, the astonishing secret guaranteed to give YOU more personal pleasure and satisfaction than almost any imaginable “career” achievement.
- Better than money or fame, this ONE easy-to-have experience is like an injection of “feel good” chemicals into your bloodstream that lasts for DECADES …
[Legal Note: To protect the confidentiality – and perhaps even the lives of the other characters in this story – their names and personal information have been either withheld or omitted.]
Dear Business Builder,
People often ask me, what was your first big assignment as a copywriter?
My answer nearly always startles them. Mostly because it involves writing a letter that helped rescue a beautiful woman and her daughter from the clutches of an evil Mafia family.
No product, no prospect, and certainly no benefits to sell.
I Couldn’t Make This Stuff Up If I Tried!
Here’s the story: Several years ago I was knee deep in my obsession to become a professional copywriter.
Still needing a day job to make ends meet, I would study for hours in the morning before work – and then I’d rack up another 2-3 hours the evening later on.
At this point in time, The Total Package had just come out, and I’d instantly become a religious reader … I was also a happy member of John Carlton’s Insider Club … had AWAI courses piled several feet high on my desk … and if you randomly asked me to recite a specific Bencivenga Bullet I could do it with my eyes closed.
Despite all this, I had not taken on any major assignments. I was purely in the planning stage.
But as John Lennon once said, “Life is what happens to you while you’re busy making other plans.” True to the expression, it wasn’t before long that a huge surprise suddenly fell into my lap.
Living in Miami at the time, a friend of mine had come out to visit. It turns out that she had gotten involved with a man she now knew was part of the Mafia – and she wound up having a child with him.
Her child, a beautiful little girl who I’ll refer to as “Christina,” was almost two years old at this point. She loved her mother deeply and the two were very attached to each other. There was just one problem …
Her Big Shot Mafia Dad
Was Trying to Steal Her Away!
And he was repeatedly flexing his financial muscles in court. In fact, Christina and her mother were losing their custody battle. This secretive crime family was pouring more and more money into the case, slowly squeezing her out of options.
In fact, within a few days of meeting them, Christina and her mother were dealt a near fatal blow. It turns out, the state (where the case was being contested) had hired their district’s top child psychologist to evaluate both the father and mother’s ability to care for the child.
Each parent had scheduled visiting time, during which the doctor would observe their interactions and make evaluations. His evaluation would play a large role in the court’s decision about which parent would be awarded custody of little Christina.
At the time, her mother had thought the visit with the doctor went pretty well. He seemed to listen closely to her and sympathize with her situation.
But That’s When the Bomb Was Dropped
Apparently, her evaluation didn’t go as well as she thought. At least in the eyes of this child psychologist. He found a variety of little things to criticize her about, and the devastating conclusion he made was that she was an unfit mother.
He was recommending that the father be awarded full custody – and that she be relegated to having regular visitations.
Of course, she was absolutely crushed by this news.
And while it definitely seemed as though the doctor had been paid off, there was no outside evidence to support this notion.
With tears flowing down her cheeks, she showed me the document. In between light sobs, she explained to me that much of the information inside the document was inaccurate …
… Many of the details of their relationship were incorrect … the doctor took little incidents – some of which didn’t even happen – and expanded upon them, turning them into big problems … and worst of all, the entire report seemed to be written from the perspective of the Mafia family.
They were portrayed as loving, responsible, well-adjusted adults. She was presented as a self-centered, irresponsible woman who didn’t really care about her child that much.
With This Doctor’s Authority,
Her Options Seemed Frightfully Limited
One of the most distressing things about this situation is that her lawyers had no positive suggestions. They seem to be resigning to this doctor’s evaluation, given his high position and reputation in the state.
Being the state’s top child psychologist, no court would go against his opinion in a trial.
Or so they thought.
As she showed me this report and explained all the little flaws, I began jotting down notes in the margins. I didn’t really have any plans for my notes, it just seemed to be the right thing to do at the time.
When it was all said and done, I slept soundly on what we had discussed and written down. But the next day, I noticed this lingering sense of incompletion inside me.
It gnawed it me for hours and hours that morning.
What good was it to sit through her explanation – and take notes – unless I actually produced something in the process?
With This One Thought In My Mind –
To Produce Something of Tangible, Practical Value –
I Began Writing!
First, I typed out all the notes and observations we had made together. Then I began to look for patterns.
I grouped similar topics together … factual errors … examples of bias … omissions of evidence that would adversely affect the father’s case … and so on.
This is where it began to get exciting – because I saw a strong argument beginning to emerge!
All in all, I discovered some 47 ways in which the doctor’s report was either inaccurate, inconsistent, biased, or lacking in relevant information.
I polished my argument several times and then put a compelling headline on top – not too loud or salesy, because I knew this was something going to lawyers and courts, not to infomercial viewers.
The next day, as my friend read it over, she began to cry. Nobody had gone out on a limb like this for her before. Even more than that, in her own mind she felt so relieved. She was NOT an unfit mother, as this doctor was claiming!
And now she had a persuasive piece of evidence to prove it.
Her Heart Was Set Ablaze by the
Amazing, Life-Changing Power of the Written Word
As a Total Package reader, you’re already well aware of the power of the written word.
At the time, I too had a vague sense of its power. But I was floored at the difference it made in my friend’s case – especially since we were using an unconventional, unofficial document in a legal case.
But that’s the incredible part: Armed with tangible, logically-organized piece of written persuasion my friend went to her attorneys and demanded a new evaluation – from an unbiased child psychologist.
They quickly submitted this request to the courts …
… and guess what? She got it!
Also, because the original evaluation was still admissible in court, she demanded that the misguided original doctor re-evaluate her situation in light of this new evidence.
Again – she got it!
And this time, given the level of exposure that his first report had received, he sang a completely different tune.
In fact, she now had two different, prominent child psychologists saying what a wonderful mother she was … how stable and properly cared for little Christina was … and, most importantly, that she should be awarded full custody of her daughter.
From Deep Desperation to
Total Elation – In a Matter of Months!
Long story short, she ended up winning her case – receiving full custody of her adorable daughter, Christina – with modest visitation rights for the father – and she even got most of her legal expenses back.
It was a victory that seemed unimaginable on that fateful day when she first received the evaluation.
Of course, there were other factors at play. The report I helped write was just one of the many contributions she received from the loving people in her life. It certainly did not win the case by itself.
But what it did do was turn the tide.
It almost single-handedly changed the way people felt and thought about her situation – and it dramatically altered their actions – including everyone from my friend herself … to her lawyers … to the evaluating psychologists … and more.
Such is the power of the written word. With just mere sentences on a page, you can inspire, persuade, motivate and impact change beyond anything you’ve ever dreamed possible.
In fact …
As a Direct Marketer, You’ve Been Granted One of
The Rarest and Most Powerful Privileges On the Planet
You and I are in such an amazing position. We have the ability to continually inspire our prospects, helping them move in a positive direction. More than that: With our skillful selection of words, we can inspire virtually anyone we encounter – helping them dramatically improve their lives.
Which brings me to the powerful life lessons WE ALL can take away from this story, including one of the best secrets I’ve ever discovered for leading a fulfilling overall life.
Here are the 5 main ones …
1. Persuasion can emerge from the most modest beginnings.
I began taking notes on my friend’s problem without having a clue where I’d end up. But eventually, a theme began to emerge that proved to be interesting, eye-opening and compelling.
Believe it or not, the same goes with your sales copy! Just interviewing key people … immersing yourself in the product, the prospect and the market … putting your basic thoughts and notes onto the page is a huge first step. There’s little or nothing “creative” required here.
But do this and you’re well on your way to success.
And that’s because it’s simply staggering how a compelling big idea, pattern or argument will so often begin to emerge from this humble little process. The trick is to be okay with not knowing where you’re going in the beginning.
Just lay the foundation.
2. Never underestimate the power of logic and clarity.
In writing the rebuttal the doctor’s original evaluation, all I really did was organize the information and observations we made, and then hammer them out in logical sequence. I’m pretty sure the “copy” itself was very average.
But logic and clarity are never to be scoffed at. As a matter of fact, they’re the backbone of your promotions.
Yes, you need to have emotion, intrigue and excitement running through them. But everything you write – if it is to persuade people – must be supported by a clear, compelling chain of logic.
PLUS, when you start with this – which is often the most straightforward part of your assignments – you can later come in and add emotion and liveliness to the writing.
This is what Clayton does – it’s what countless other leaders in the industry do – and if works for them … you get the point.
3. Always tailor your style to the prospect and medium.
In the rebuttal report, I avoided using many typical sales expressions – even those that you’d find in a world-class copywriting promotion.
Why?
My reasoning was simple: This was a serious message … going to serious people … and, if it was to be maximally persuasive, it needed to carry that serious “legal briefing” tone throughout.
PLUS, because the claims and argument within the report were so controversial – there was no need to hype it up with bombastic words and phrases. It was interesting enough by itself.
But here’s the common problem: While this principle seems like it should be intuitive, so many writers fail to take this into account. Especially beginners. And even if you’re already tailoring the style and tone of your message to your prospect, why not look for ways you could do it better?
For example …
- Are you using the words, slang and jargon your prospect is most used to hearing?
- Are you writing in a style similar to other things your prospect enjoys reading – and has zero resistance to? (For example, if your prospect is someone who loves reading things like the Enquirer – are you mirroring that? If he likes reading Reader’s Digest, have you made your copy feel like that publication? Same with the Wall Street Journal or anything else.)
- Are you putting your promotion in a format that matches the tone of your message … the mental state of your prospect … and the nature of the subject matter overall?
Asking and answering questions like this – then modifying your work accordingly – is one of the best ways to guarantee your writing has unconscious credibility.
Once you’ve got this foundational level of persuasiveness in place, you can later spice it up wherever necessary.
4. The pen – and the ideas it communicates – are mightier than the sword.
Despite the immense wealth and influence this Mafia family had, they could not buy or suppress the truth. Even with all of America’s current woes, one thing we still have is a common respect and regard for the truth.
We don’t always live strictly by it, but never-the-less we believe in it deep down.
And that’s something you can always leverage on your behalf. When you can find out the TRUTH – whether you’re selling a health supplement … a financial newsletter … or anything related to an action you want somebody to take – and you can communicate this idea clearly, logically and in a compelling way – people can’t help but listen!
And it will motivate them because, quite often, this logically-connected, truthful series of “reasons why” is what governs our actions.
On top of all this, isn’t it empowering to know that YOU possess the skills to move people … to change the way they think and act … that YOU have a power that often overrides any corruption or physical force … that YOU can use your words to make a difference?
I sure hope so!
Which leads us to the biggest secret of this story …
5. You’re mastering the most powerful skill on the planet, so why not use it to help people?
Of course, you’re already helping people whenever you sell good, quality products. But that’s not what I mean.
What I’m telling you here is that there’s simply nothing more satisfying or fulfilling than donating your powers of persuasion to those in need.
I’ve seen legends like Clayton, Ted Nicholas, and the late Gary Halbert do it for causes like Hurricane Relief … I know my former teacher John Carlton routinely helps family and close friends for free … Gary Bencivenga has used his skills to support his favorite charities … the list goes on.
Think about someone in your life that could use a little help. Maybe it’s a relative with a struggling business – and a little bit of guidance with his or her advertising is all it’ll take to turn things around.
Or maybe somebody you know is struggling to find work, and rewriting their resumé using the principles you’re learning in The Total Package would get them hired in a heartbeat.
Whatever the case, expand your vision and application of all these response-boosting secrets beyond your professional life. Use them to help others in need. You’ll be astonished by how good you feel in doing this, and by how immensely grateful others are that you’ve come to their aid.
It’s a gift that can last decades, even a lifetime.
And above all, never forget: With great power comes great responsibility. I believe – as we become masters of the power of persuasion – that we have a responsibility to enrich the lives of others – to bring joy and prosperity to those who deserve it – whenever humanly possible.
Doing this will not only make you a richer copywriter, marketer or entrepreneur – it will make you a richer person.
Yours for better copy made easy,
Anthony Flores
Editor, The Screaming Eagle
P.S. If you enjoyed this article, you can get a steady flow of insights and secrets from me in the highly acclaimed Screaming Eagle monthly print newsletter.
As just one part of our Easy Writers Marketing Club, Clayton and I pour our hearts into making it by far one of the most actionable, response-boosting tools available. Click here for details.
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Posted by:
Clayton Makepeace
May 14, 2007
- What that quart of mush perched at the top of our shoulders really IS good for …
- Two core beliefs you must have to succeed in life …
- Four visual images that power-up your sales copy, rocket your response and make you richer, quicker …
- Much more
Dear Business Builder,
Despite what parents, teachers and cable TV have told you …
Santa Claus, the Easter Bunny, the Tooth Fairy, alien UFOs, Bigfoot, and the Loch Ness Monster are NOT real …
Politicians, televangelists, Oprah and Dr. Phil are NOT more qualified to dictate how you live your life or how you spend your money than you are …
The CIA, FBI, Mafia or the Klan did NOT assassinate John, Bobby or Martin … NASA did NOT fake the moon landing … and the Pentagon did NOT attack itself on 9/11 …
Jesus did NOT paint his own face on that insurance building in Tampa and that is NOT the Virgin Mary gazing up at you from the toasted cheese sandwich that sold on Yahoo for a bazillion bucks.
Now, in the interest of full disclosure, it’s only fair to tell you that these are only my opinions. And as we both know, opinions are like (lessee … how can I clean this up?) they’re like necks: Everybody has one.
So, as long as I’m sticking my neck out, here’s another opinion for you:
All this “when-you-wish-upon-a-star” Tinker Bell twaddle going around today is a fraud.
Gurus who claim they’ve found a shortcut – who promise you can “think” your way to riches instantly and without hard work – are full of beans.
And if someone claims he can teach you to magically create or alter objective reality with nothing more than “happy thoughts,” the smartest thing you could do is keep your hand on your wallet and back away from him v–e–r–y s–l–o–w–l–y.
Call me an old stick in the mud if you like, but to me, the notion that a simple human thought somehow affects events in an infinite number of universes, or galaxies or solar systems seems just a bit of a reach.
It seems just a tad grandiose to suggest that – simply by thinking nice thoughts – I can turn the sky green, or leaves blue, or make Angelina Jolie hot for my chubby pink and white body, or get the Bucs into the Super Bowl again, or cause Congress to balance the budget.
… Not to mention, delusional.
Hell. I’ve thought hard about it – many times – and I can’t even get Priscilla the hound dog to stop pooping in the foyer!
Fact is, I wouldn’t let a single one of the New Age sages and pap peddlers who get rich selling that stuff within arm’s length of my money or my wife.
I mean, jeeze Louise – just look at them: This one’s paunchy. That one’s bald. He’s got a face like a horse. She’s had so many facelifts, that dimple in her chin used to be her belly button.
(more…)
