Copywriting Secret Used By Famous Trial Lawyer Lets Even "Amateur" Copywriters Beat Seasoned Pros
< P > I f y o u ' d l i k e t o k n o w h o w s o m e o n e w i t h l i t t l e o r n o e x p e r i e n c e a t w r i t i n g c o p y c a n b e a t t h e p a n t s o f f a n y o n e t h e y g o u p a g a i n s t - - e v e n s e a s o n e d p r o s w h o h a v e b e e n a t i t f o r y e a r s - - t h e n t h i s a r t i c l e c o u l d v e r y w e l l c h a n g e t h e w a y y o u w r i t e c o p y f o r e v e r . < / P > < P > L e t m e a s k y o u a q u e s t i o n : D o y o u k n o w w h o G e r r y S p e n c e i s ? < / P > < P > G e r r y S p e n c e - - l o v e h i m o r h a t e h i m - - i s p r o b a b l y T H E b e s t t r i a l l a w y e r w h o h a s e v e r l i v e d . H i s c o u r t r o o m " m i r a c l e s " d w a r f a n y t h i n g c r e a t e d b y H o l l y w o o d o r T V , a n d h e h a s n e v e r l o s t a c r i m i n a l t r i a l i n a l l h i s l i f e a n d h a s n ' t l o s t a c i v i l t r i a l s i n c e 1 9 6 9 . < / P > < P > I n f a c t , h e ' s s o a m a z i n g l y e f f e c t i v e a t w h a t h e d o e s . . . a l e a d i n g m e m b e r o f t h e d e f e n s e b a r o n c e a c c u s e d h i m o f " h y p n o t i z i n g " a j u r y , a n d t r i e d t o g e t a j u d g e t o b a n h i m f r o m u s i n g s u c h " t r i c k e r y " i n t h e c o u r t . < / P > < P > W h a t e x a c t l y w a s i t t h a t m a k e s h i m s o a l l - f i r e d p e r s u a s i v e a n d p o w e r f u l a t a r g u i n g ? < / P > < P > W e l l , a c c o r d i n g t o G e r r y ' s b o o k , < U > H o w T o A r g u e A n d W i n E v e r y T i m e < / U > , t h e r e a l " m a g i c " b e h i n d h i s s u c c e s s h a s n o t h i n g t o d o w i t h h y p n o s i s , m i n d g a m e s o r t r i c k s o f a n y k i n d . < / P > < P > N o , a c c o r d i n g t o G e r r y , t h e r e a l " m a g i c " b e h i n d h i s s u c c e s s i s n o t h i n g m o r e o r l e s s t h a n s u p e r i o r p r e p a r a t i o n . < / P > < P > A n d g u e s s w h a t ? < / P > < P > S u p e r i o r p r e p a r a t i o n i s w h a t s e p a r a t e s t h e m e n f r o m t h e b o y s i n a n y t h i n g i n l i f e - - l a w , p o l i t i c s , s p o r t s , a c a d e m i c s a n d . . . y e s . . . c o p y w r i t i n g a n d s e l l i n g . < / P > < P > I n f a c t , a c c o r d i n g t o t h e l a t e , a n d b r i l l i a n t c o p y w r i t e r E u g e n e S c h w a r t z , p r e p a r a t i o n i s w h a t l e t s a c o p y w r i t e r w i t h l i t t l e o r n o n a t u r a l t a l e n t b e a t t h e p a n t s o f f a v e t e r a n c o p y w r i t e r w i t h 3 0 y e a r s o f e x p e r i e n c e u n d e r h i s b e l t . < / P > < P > I f y o u o u t - p r e p a r e y o u r c o m p e t i t i o n - - a n d h a v e m o r e " a m m o " f o r y o u r a d t h a n h e d o e s - - t h e n , u n l e s s y o u r c o m p e t i t i o n g e t s l u c k y o r p u l l s s o m e k i n d o f " s u p e r h e a d l i n e " o u t h i s h a t , c h a n c e s a r e y o u ' r e g o i n g t o w i n . < / P > < P > I t ' s t h a t s i m p l e . < / P > < P > P l u s , w h e n y o u p r e p a r e s o m u c h t h a t y o u h a v e 5 0 , 7 5 e v e n 1 0 0 p a g e s o f m a t e r i a l t o d r a w o n f o r y o u r p r o m o t i o n s , m o s t o f t h e a n x i e t y o f w r i t i n g a n a d v a n i s h e s . D o z e n s a n d d o z e n s o f i d e a s f o r y o u r a d - - l i k e h e a d l i n e s , b u l l e t s , o f f e r s , g u a r a n t e e s , o p e n i n g p a r a g r a p h s , e t c . - - w i l l p o p i n t o y o u r h e a d d a y a n d n i g h t , o n " a u t o p i l o t . " < / P > < P > W h i l e y o u r c o m p e t i t i o n i s s p e n d i n g a l l t h e i r t i m e r a i d i n g t h e i r m a s s i v e s w i p e f i l e s f o r i d e a s a n d i n s p i r a t i o n , y o u r o n l y r e a l c o n c e r n i s c a t c h i n g a l l y o u r i d e a s o n p a p e r s o y o u d o n ' t l o s e t h e m . < / P > < P > A n d w h i l e y o u r c o m p e t i t i o n f r a n t i c a l l y t r i e s t o " s t i t c h " t h e i r a d s t o g e t h e r - - u s i n g o t h e r p e o p l e ' s i d e a s a n d w o r k - - y o u ' l l c h u r n o u t f r e s h , o r i g i n a l a d s . A d s t h a t d o n ' t s o u n d l i k e e v e r y o n e e l s e s . A d s t h a t m a k e p e o p l e t h i n k , f e e l a n d d e s i r e t o b u y f r o m y o u . < / P > < P > T h e r e ' s n o m a g i c t o i t . < / P > < P > I f y o u o u t - p r e p a r e y o u r c o m p e t i t i o n , t h i s w i l l h a p p e n . I t ' s a s a u t o m a t i c a n d r e l i a b l e a " l a w " a s g r a v i t y . < / P > < P > I f y o u d o n t b e l i e v e m e , t h e n t r y i t w i t h y o u r n e x t p r o m o t i o n . I n s i s t o n h a v i n g a n e x t r a 3 0 d a y s t a c k e d o n t o y o u r d e a d l i n e a n d u s e t h o s e 3 0 d a y s t o d o n o t h i n g b u t r e s e a r c h a n d p r e p a r a t i o n . < / P > < P > D o i n g s o w i l l c h a n g e t h e w a y y o u w r i t e a d s f o r e v e r , a n d g i v e y o u a n u n b e l i e v a b l e e d g e o v e r y o u r c o m p e t i t i o n . < / P >
Author: Ben Settle
Author Bio:
Ben Settle
Ben Settle is a direct response copywriter and author of "The Copywriter's Cheat Sheet" -- which contains over 300 pages of advanced copywriting secrets and rare swipe file ads not easily found anywhere else. Although Ben only accepts a handful of clients each year, he freely and generously shares his experiences and ideas at his website and on his blog.
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