Gin-Soaked Raisins, Cookie Cures, and Much, MUCH More!

Dear Business-Builder,

Sometimes treasure is right where you least expect it.

Oh, sure – sometimes it takes a metal detector, a map, and a whole lot of patience. But sometimes it’s literally right there staring at you … waiting for you to notice it.

Like this week’s Swipe for instance.

I was tidying up my office to make room for some friends coming in for the weekend, when I happened to find an old USB Jumpdrive. I hadn’t seen this thing in months, and had absolutely no idea what I’d find when I popped it into the laptop.

You could almost hear the heavenly angels singing high notes when I realized that what I’d found was my long, lost electronic swipe file!

I couldn’t believe my luck. Here were ads by Ogilvy, Schwartz, Schwab, and Sackheim … letters by Conroy, Halbert and Rosenthall … even magalogs and bookalogs by Makepeace and Rutz.

It was almost overwhelming. How was I possibly going to pick one to share in this week’s column? But then one in particular jumped out at me – one that’s a veritable smorgasbord of mini-swipes all by itself.

This treasure trove was written by million-dollar copywriter David Deutsch for Bottom Line Books, and it’s almost as much fun to read as it is worthwhile to study. Because in its sixteen jam-packed pages, you’ll find everything from "cookie cures" to "Russian Rogaine" … which food is most likely to save your life … even how to unclog your arteries with orange juice.

No matter which page you turn to or where you look, David’s done a superb job of using intriguing copy to capture his prospect’s attention. He reveals some of the secrets contained in the book, giving the piece real and immediate value.

But of course, David doesn’t stop there. He teases you with dozens … hundreds … even thousands of more simple secrets you have to buy the product to discover.

I don’t know for certain how this piece performed, but I’m willing to bet it sold like gangbusters. Every time I read this package I want to buy the book – if only to have lying around as a conversation piece when company stops by.

Which reminds me … I better get back to cleaning the office before our friends show up with suitcases in hand. But while I’m turning it into a guest room, do yourself a favor and click here to download our Swipe of the Week … then be sure to study it from cover to cover.

Observe the headlines and phrases David uses … along with the images and layout by the designer. You’ll notice the piece has an almost catalog-like feel to it, offering something for just about every prospect.

Which is perfect for a product with nearly two thousand secrets to reveal.

Best wishes for success,

Len Bailey
Makepeace-Trained Copywriter
Supplement to THE TOTAL PACKAGE

PS - Want to know how top copywriters like David Deutsch come up with million-dollar copy ideas? So did we – and Daniel Levis was recently fortunate enough to score an interview with David. In case you missed it, click here for Part One or here for Part Two.

[EDITED: Unfortunately, this interview is no longer available for free at The Total Package. However, you can still get it as part of Daniel Levis' outstanding Masters of Copywriting package. Click here for details.]

This article was first published in Clayton Makepeace's e-zine, The Total Package. Grab a FREE subscription at www.makepeacetotalpackage.com.