When David Watson arrived in Redmond, Washington, July 5th 2006, he had no idea that a freak chance comment was about to change his life - forever! A software program, David had some success with his program, Website Content Wizard. The main purpose of his trip from London, England, was to improve his sales copy.

David knew Mike Filsaime was the presenter of "Focus for the Future," and he had a chance to be on the hot seat where Mike and the other experts would make suggestions to improve his website. What David did not know was that someone was riding south to Redmond, having decided at the last minute to join the group. In a random draw, David was chosen for the hot seat.

The Hot Seat Revelation

One by one, the experts ripped apart David's site. Finally, it was Mike Filsaime's turn... After a few minutes, Mike started asking questions about the content on his site. Mike turned to David, "Who wrote this? Did you write this?" David nodded. Then he turned to the 150 people watching and asked, "Is there a copywriter in the house?"

One hand shot up. Mine...

Fast forward a few weeks...

While we had reworked his Website Content Wizard, David decided to hold off on re-launching Website Content Wizard with the new look, but he liked the copy so much he asked me to write some sales copy for a new software program he just finished writing. Based on sales of Website Content Wizard, David thought he would sell 20 copies his first week - about $2300 total. In fact, he would be delighted to sell 20 copies.

From the Typewriter of Scott Paton:
Wednesday, 1:30 p.m.
Dear friend,

You poured your heart into your product. You researched your market. You know they are foaming at the mouth to get their hands on your product.

If you are like most online entrepreneurs, you missed the most important piece of the puzzle.

The biggest mistake...

...thinking you can write... Okay, you can write an E-mail. You do it everyday. Maybe you have even read a book on sales copywriting. Look, your whole business and its future depend on one thing, your sales copy and it better be world class.

If you want to be a world class athlete, would one trip to the gym do it? Of course not.

Well, average copywriters have usually studied copy for two to three years, studied hard. I started seriously studying sales copy three years ago. Now, I think I am a bit above average, but I had three little advantages, one of which I am very sad to say no one else will ever have.

Advantage #1: I was invited to coach Internet marketing for the Internet Marketing Center. I had the honor to work closely with Corey Rudl and watch a master marketer at work. Corey's copy is the best I have ever seen and he generously shared all his secrets with anyone who would listen.

I listened...

Advantage #2: I coached over 50 clients and led a team of over 20 coaches and one of the most difficult areas for our clients to get? Copywriting.

We spent hours and hours discussing the copy of our clients.

So, I became very good at coaching copywriting, improving it, testing it, tweaking it.

I saw first hand what worked and what did not.

Advantage #3: I took the best copywriting course I could find. No point learning the wrong way to write copy and with that I found a group of copywriting coaches who worked with me on honing my skills and I still go to them for advice.

If your copy does not contain these components, you are losing sales, guaranteed.

Component of a killer sales copy:

• Compelling headline.
• List of benefits and features.
• What is your credibility?
• USP.
• What is the problem?
• Who is the market?
• Are they hungry?
• Sincere, believable testimonials.
• Ironclad guarantee.

Ask for the sale, add in a PS, and a lot more.

Case Study #2: Warning! Do you know where your copywriter is?

Help! My copywriter took my $4000 and ran...

Advanced Testimonial Strategies home study course was ready to launch. All Sharon Fling needed was a sales copy. Unfortunately, the copywriter disappeared. E-mails bounced, phones disconnected, empty apartment.

Sharon turned to her mentor, Mike Filsaime. His recommendation?

Me. (Okay, I admit it is a great picture of Mike)

Unfortunately, Sharon was already out the huge fee paid to her missing copywriter. She needed to get this site up fast and it was already behind schedule. So, one week later, the copy is polished, the site is launched, almost on time.

Do you have a product or service you want to sell online?

Do you have a website with no sales? Need to revamp your sales letter?

You have two choices: Do It Yourself or Outsource.

25 reasons why outsourcing makes business sense

When you consider the advantages of outsourcing, you'll realize there's a lot to gain by using it as an intrinsic part of your business strategy.

By outsourcing, you can:

1. Reduce overheads, free up resources
2. Avoid capital expenditure
3. Improve efficiency
4. Offload non-core functions
5. Get access to specialized skills
6. Save on manpower and training costs
7. Reduce operating costs
8. Improve speed and service
9. Establish long-term, strategic relationships with world-class service providers to gain a competitive edge
10. Enhance tactical and strategic advantages
11. Focus on strategic thinking, process reengineering and managing trading partner relationships
12. Spread your risks
13. Provide the best quality services, products and people
14. Be reliable and innovative
15. Provide value-added services
16. Increase customer satisfaction
17. Avoid the cost of chasing technology
18. Leverage the provider's extensive investments in technology, methodologies and people
19. Benefit from the provider's expertise in solving problems for a variety of clients with similar requirements.
20. Focus scarce resources on time-critical projects such as application reengineering
21. Obtain needed project management and implementation consulting expertise, along with access to best practices and proven methodologies
22. Reduce the risk of technological obsolescence and increase efficiency by consolidating and centralizing functions
23. Keep pace and minimize the impact of rapid changes in applications and standards
24. Extend the reach to more trading partners quickly and efficiently
25. Reduce the overall Sales management burden while retaining control of strategic decision making.

You should consider outsourcing your copywriting...

...because you don't have the time to do it yourself.

You've got a product to develop and you've got to get it into the market before your competitor does.

...because you don't have the money to do it yourself.

Your business is growing exponentially but your resources can't cope with the growth.

...because you'd rather focus on mission-critical issues.

You're not interested in frittering away time and energy on non-core functions.

...because you don't have the skills to do it yourself.

You need the best talent in the world, but it's scarce/out of reach/ just not available in your company.

Wait! What is the cost?

Good question.

Unfortunately, there is no answer.

Your sales letter is unique because your product...
...and you, are unique.

The two big secrets of killer sales copy:
1. People buy from people they like.
Seriously your sales copy has to reflect you, your qualities, and connect you to your customers.

2. You cannot "can" sales copy. You can buy instant sales letter programs and in 20 minutes, they will automatically write your sales copy. There is just one problem... Ever hear of garbage in, garbage out?

Ever noticed the difference between a dried out fast food burger and a juicy, tender, hot-off-the-grill hamburger from your backyard barbeque? I write your copy myself. It is based on you, who you are, and the emotional connection between us. That emotional connection is the bridge that spans the chasm between your product or service and your customer.

No computer can write that, only you can.

Except, it is a very difficult task for anyone to do. Most people do not understand the emotional connections they have with people around them. Let alone how to use it to dramatically increase sales. Before writing a killer sales copy, we spend time together one on one. This conversation is crucial to the success of your product sales. Your product is a way for your customers to get what they want. My job is to connect you, your product, your customer, and what they want.

When that happens, the sale is made.

Writing is a process between you and me. We talk, you give me all the info you can on your product, I write. You read, we discuss. I make changes, you approve, your cycle is light, your sales go through the roof.

Next step...

Fill out the form. I will call you to discuss your product and budget.

Once I received your info, I will phone you within a few days. I will leave one message, I will e-mail you once. Due to huge demand, it is up to you to reply after you hear from me. Your job will be to:
1. Promptly answer any questions I have about your product.
2. Send me a working copy of your product.
3. Send me any sales material, graphics, or logos you have.

My job is to write an extreme killer sales copy that skyrockets your sales.

To your success,

Scott Paton

P.S. David Watson thought he would sell $2,000 or so the first week his new software launched based on his previous experience. Of course, that was also based on the sales copy he wrote himself. With my sales copy, he sold 100 times that: $150,000 in seven days. In fact, when I spoke with him recently his sales are now between $280000 and $350,000.

I am looking for my next six-figure sales copy. Will it be yours?

P.P.S. "It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you will do things differently," Warren Buffett. My reputation is gold to me and your sales letter will be gold to you.

P.P.P.S. Here is a letter David Watson emailed me today (February 4, 2007):

Thanks, David. You made my day!

Copy Questions:

1) What is the goal of your copy?

2) What is the overall goal you're trying to achieve? Look to the future, say six months from now. If the project could accomplish just critical task, what would it be?

3) What other goals would you like to achieve with this project?

4) Is there anything about your projects or company that will lend credibility to your sales pitch? This could awards you've won, how long have you been in business, how many locations you have, etc.

5) What product or service will you be selling?

6) What are all the features of your product? Don't leave anything out -- put down everything.

7) What relevant facts and figureshave been gathered about your product? Have any studies been made that provide facts and figures that will substantiate your claims? Is there an industry trade association that can give you menaingful facts, graphs, charts, and stats about your product? How does it compare to your competitors' products?

8) What are th emajor benefits your customers get from your product? The difference between a fact/feature and a benefits is this: A fact/feature is something a product does. A benefit is something it does for your customer.

9) What major benefits do your customers receive by doing business with you rather than your competitors? Or from your product than from your competitor's product? What makes doing business with you unique? Why should a prospect work with you instead of your competitor?

10)What is your customers' main concern?

11) Create a short accurate profile of your ideal customer.

12) What type of guarantee do you have?

13) What is your support and service policy?

14) Write a few paragraphs "selling" me on your product. Pretend I am sitting across from you at Starbucks. What would you say. If you want you can record it and send me the recording.

15) Please send your answers and any copies of the following to scott@extremecopy.com:

Sales letters
Newspaper ads
Radio-TV spots
Brochures
Catalogs
Press Kits
Sales Training Aids
Classified ads
Marketing plans
Product Samples
Articles about you, your company, or your product
Testimonials
Complaint letters from dissatisfied customers

Scott Paton
Box 113
1190 Eastwood St
Coquitlam, BC
Canada
V3B 7S1