Ever bought any of John Carlton's stuff?

He'll send you the material and at the beginning of every binder there'll be 5 or so pages full of testimonials.

Polish, Schefren, Kilstein, not to mention a whole array of random unknown people -


Inspirational.

But why now? The sale is made already. The money's gone. Even *if* I was hugely dissatisfied,...

Like 'Copywriting In The English', this entry is a spillover of thoughts in response to a post over on Copywriting. This time: 'Benefits of benefits', OP Kevin Birch.

To save you having to click over, Kevin asked for advice on turning features into benefits.

I said:

...

A while ago I posted here that I was working on a biz-op product. Well, much (much!) work later it's almost ready. It's going to be great. It's my biggest project to date - a $2,997 multimedia product.

It's a full home-study-course that teaches info-marketing from the ground up... complete with videos, manuals, checklists, templates and all that jazz.

I've also put together an awesome (even if I do say so myself) pre-sell, loaded with psychology and NLP.
...

I like logical fallacies. They're fun. You can do fun things with them. And I'll probably put some more of them up when I get round to it.

But logical and syllogistic fallacies are child's play when compared with the subject du jour - a set of psychological principles so effective at shortcutting the decision-making process...


Think I'm exaggerating? I'm not.

Let me back up here for a second and attack this...

I post again, having upgraded my WF membership. I am now officially a War Room Member, and consequently Very Successful And Worthy Of Respect. Ka-ching.

I don't want to admit this, but the only real reason I joined the War Room is so I could sit back and wait until two people get into an argument. Then I will jump in with the words:

"Gentlemen, you can't fight in here..."

Anyway, onwards to the subject of today's post: me being naive and rather...