A PERSONAL LETTER FROM JON BENSON

Transcription

1 A PERSONAL LETTER FROM JON BENSON RE: Why Creativity Is KILLING Your Sales This is a difficult letter to write. The topic is one that I m not exactly proud to discuss however, from what I ve seen over the past 11 years in this business, unless I give it to you straight, I fear you may be in for rough times. Financially rough times. This goes against every fibre in my being to say, but the truth is: When it comes to sales copy, being creative is just plain stupid. It s the unforgivable sin of marketing. Let me explain. There are about a dozen or so A-list copywriters out there who can get by with being creative. I m considered one of those guys and even so, I strike out more than I hit home runs when attempting to break new ground with sales copy. More times than not, what worked yesterday, last month, last year, and for the past 20 years even the past 100 years works today. There s a reason why guys like David Olgivy, arguably the greatest ad man and copywriter ever, insisted that no one on his team ever attempt to be creative until they had multiple winners under their belt. Here s why this is hard for me to say:

2 I detest plagiarism. The truth is, I ve been copied more than most guys on the planet. Having created the video sales letter (VSL), I ve had thousands of guys knock me off and make a fortune. The truth is, I got lucky. VSLs worked and still work to the tune of about 12B a year in revenue. And I ve been called a creative genius by more than one top copywriter and marketer. But none of that matters. The truth is, most winning letters I write follow a formula. Yes, I created The VSL Formula that I still follow to this day, and you should too. However, when it comes to writing a sales letter a direct mail piece an ad (Google, Facebook, or print) or anything OTHER than a VSL all the hard work has been done for you. There s absolutely no need to try and create anything when you an ethically copy from some of the greatest copywriters in the history of history: THE TITANS. Here s the story:

3 Not too long ago my good friend Brian Kurtz put on an event that can simply never be duplicated, and the likes of which has never been seen before. Brian assembled dozens of the world s most legendary copywriters to come together in one room. and download everything they ve mastered over the decades that has brought in literally BILLIONS of dollars in sales into the minds of eager online and offline business owners from around the world. Brian has taken the entire event, recorded on HD video, and put it on 12 DVDs that he is now making available to a select few marketers on our inner circle lists. Read more about it here: There s no need for me to sell this to you: If you can t figure out that having dozens of the best sales copy wordsmiths giving you step-by-step instructions on how to craft mega-million sales letters is a really important addition to your financial library then I just feel sorry for you. You re going to be stuck in Creativity Land for a long, long time when all the A-lister control letters, tactics, and proven-beyond-a-doubt strategies are sitting right here on 12 DVDs, waiting to be shipped to your door. Let me go a step further: You d be an idiot not to have this on your desk the next time you write anything meant to sell any product or service. Period. No apologies for that statement.

4 Yes, I can be crass at times. Big whoop. You re a big boy (or girl). You can deal with the truth. And the truth is: You should consider these 12 DVDs The 12 Commandments Of Selling Anything. If Moses was a salesman, this is what he would have carved into stone. Am I making myself crystal clear? Good. Now, one more thing before you dart over to the Titans page.: Brian and I have decided to give you something extra when you pick up the Titans of Direct Response DVDs from this link here Brian and I did a full day event in 2012 and we created DVD's of the entire "closed door event I coached about 30 other A-list marketers on persuasion tactics for VSLs. Over $300M in VSL revenue was in that room, and each person there paid $2,500 each to attend the workshop. And we only have 75 copies on DVD left. When you pick up the Titans package today Brian is going to ship you a copy of these DVDs absolutely free. I ve sold this exact package online for $1,997, so believe me: this is an absolute must-have. Brian is also going to ship you a riveting book by the legendary Dan Kennedy called, "Making Them Believe. If sales, marketing, and persuasion is of interest to you, then Dan s book needs to be sitting on your desk for quick referencing. It s that good.

5 Now, you really have to ask yourself: Why on earth should I try to innovate when I can ethically swipe the sales copy gold these pioneers have already tested and proven to work? You should hop over to the page below now and pick up your Collector s Edition of The Titans of Direct Response that comes with your FREE Persuasion Tactics Workshop DVDs, plus Dan Kennedy s epic sales blueprint, Making Them Believe. Worth every penny and then about a million or so more. Sincerely, Jon Benson P.S. There are only a handful of absolute must-have sales and marketing guidelines that you really have no choice but to add to your money-making library. Titans is one of them. Brian is not going to extend this offer for long, so do yourself and your bank account a huge favor. Head over to the Titans page below and use the special Collector s Edition Link below to score your free Persuasion DVDs and Dan Kennedy s groundbreaking sales bible: