Tag: Sam Fishbine

Copywriting

Give an incredible guarantee paired with condition of proof of everything they do

Chris Labs

99.9% of them will not. So, you virtually eliminate your returns overnight. They go down to almost zero under those circumstances. They have to give you proof of everything they try to do. And if they did try everything you tell them to do, they’re going to be successful and they won’t want their money back. Sam Fishbine, Gary Halbert: XXX, p.107 Continue reading Give an incredible guarantee paired with condition of proof of everything they do

Happiness

You don’t know what good money is

Chris Labs

Maybe right now, that’s 1 million dollar, but once there, you’ll realize that this is not good money… Why think about how much you make an hour? How much money you make an hour is irrelevant. Wouldn’t you rather make just huge amounts of money and maybe no hours at all, work one hour a year? So don’t think about it in terms of an hour or even money, really. It’s lifestyle. It’s what kind of lifestyle do you want, back up, and what’s it going to take to fund that? Sam Fishbine, Gary Halbert: XXX, p.44 Continue reading You don’t know what good money is

Copywriting

Subheads are either the continuation of a sentence, or it’s a sentence…

Chris Labs

A lot of people use subheads as sort of titles. For me, subheads are either the continuation of a sentence, and that’s where you get the ellipses. It says right here, “In fact… the only way you can get this tape now…”, subhead, “is to let Chris send it to you free.” Sam Fishbine, Gary Halbert: XXX, p.16 Continue reading Subheads are either the continuation of a sentence, or it’s a sentence…

Copywriting

Mention any major point at least 3 times in a letter

Chris Labs

The basic mistake most people make is you don’t even say, “Save time.” Most ads just say,”You can do it very quickly,” or something. They don’t make the point. Make the point, and make it as many times as you need to make it. You may have 4 or 5 different bullet points in there, all saying essentially that you save time, but in maybe different ways. Don’t be afraid of saying the same thing. Most people need to be told things 3 times before it gets through to them. Like you tell them it’s free. You say, “By the … Continue reading Mention any major point at least 3 times in a letter

Copywriting

Give them something that helps them flesh out the fantasy. People aren’t as visual as we think

Chris Labs

Rather than saying you’ll save time and leave it to them to imagine what saving time means to them, say, “So instead of spending an hour changing the oil in your car, you’ll spend 10 minutes. You can use the rest of that time to take your kids out to a movie. Or you can spend the time with your family or spend the time practicing your golf swing,” or something like that. Bring it home to them. Sam Fishbine, Gary Halbert: XXX, p.14 Continue reading Give them something that helps them flesh out the fantasy. People aren’t as visual as we think

Copywriting

We have a need to feel a little special, and respected

Chris Labs

That’s why I always try to make the person feel a little special. I always try to slip in, “You’re going to get a better deal than anyone else.” […] Most people feel like they don’t get enough respect in their lives. I think anybody listening to to this tape, you guys all have little tiny slights that happened to you in childhood or high school. Sam Fishbine, Gary Halbert: XXX, p.13 Continue reading We have a need to feel a little special, and respected

Copywriting

2 reasons why a man buys anything. There’s the reason he’ll give you and there’s the real reason

Chris Labs

Often, they’re not the same at all. The classic one is the Corvette. A classic Corvette buyer will quote you all kinds of stats about the car, how it’s one of the original cars, the classic car, goes fast, has all of this engine power, has a lot of stuff. He’s well aware of its ability to turn heads and stuff. But he’s still filling a need inside. Nobody spends $90,000 on a car without fulfilling some deep inner need. Don’t scoff at those needs. Mark Twain, Sam Fishbine, Gary Halbert: XXX, p.13 Continue reading 2 reasons why a man buys anything. There’s the reason he’ll give you and there’s the real reason