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Look up John Carlton’s “One-Legged Golfer” ad for a perfect example of what a kick-ass sales letter looks like.

If you look at a sales letter that “kills” it and rakes-in the cash for almost a decade straight (like Carlton’s)…

You’ll notice it has something the average sales letter doesn’t. 

It’s this “x-factor”…

I call it the “Holy Sh*t” moment!

It’s the ONE thing that can launch your ad to the top of cash mountain.

Carlton’s “One-Legged Golfer” is a great example…

When was the last time you saw a one-legged man swing golf balls into the air like torpedoes?

Exactly.

So…

What Is A “Holy Sh*t” Moment And How Do You Create One?

I’m going to use a fun example from good ol’ Hollywood for this…

I know, I know… It’s a MOVIE… What the hell do they know about real life?

Well, if there’s one thing we learned from the Sopranos… mob guys really do talk like that… and most of them do work in “waste management”.

Anyway…

One thing the folks at Hollywood are super good at is SELLING their movies (even ones you think “sucked” still make boatloads of cash at the box office).

It gets even better when you’ve got “Sales” scenes IN the movie…

And when it comes to salesmanship in Hollywood… there is no one who comes close to Mr. Tony Stark… Billionaire playboy genius and inventor of the Iron-Man Suit.

You see…

Before Iron-man ever came along… Mr. Stark was slingin’ high-tech missiles and tanks for those with a penchant need for firepower and the deep pockets to pay for all the toys…

Also known as… the world’s richest governments!

Now…

In this brilliant sales pitch… Mr. Stark is pitching his “Jericho Missile System” to members of the US armed forces and a few other “interested” parties…

The pitch is ONLY 90 seconds!

This isn’t even the best part of the whole thing…

The best part is it triggers the EXACT emotions compelling the ideal customer to immediately bust out the stacks of cash and BUY.

The pitch hones-in (like a laser-guided missile) on the perfect buying triggers of the target customer.

Mr. Stark goes in there as one of THEM… he BECOMES a customer!

He gets so deep into their heads they’d swear they built the thing themselves!

Here… the two emotions are fear and respect.

In the world of war and power… fear and respect are the two dominant emotions.

Tony Stark blasts common-wisdom and guarantees his customers not one… both emotions in one offer.

That’s a “Holy Sh*t” moment!

It’s when your customer goes “Say WHAT?!”

Check out the lightning-fast deal-closing pitch right here:

 https://www.youtube.com/watch?v=S0GOh3nGlik

Then let’s break it down step by step…

1. The pleasantries

Here’s the standard reception for a typical sales pitch: “Ok… what are you selling us this time?”…

Or…

“Alright salesperson, let’s get through this presentation already so I can go to lunch”

What does Mr. Stark do?

He doesn’t say: “Wait till you see my sales presentation… you guys are gonna love this!”

He shakes hands, and gets to work immediately.

This shows he’s not there to mess around and just get through a power-point party…

He signals: this is important… and time is precious so pay attention.

Always remember to respect both your time and your prospect’s…

They’ll thank you for it AND respect you more. This is the way of the real-deal professional.

2. Who Is Coming To Your Party?

A sales letter isn’t an open invitation…

it’s NOT like your high-school weekend party… where you’re trying to shove as many sweaty bodies in there as you can hoping someone will eventually make-out with you…

This special message is ONLY for those who were hand-picked… the one’s with the cash to pay… the decision makers.

Do you know exactly who those people are?

You see…

Mr. Stark spent HOURS understanding his customers deepest desires…

This is why he was able to get in and get out so quickly… cash-in-hand.

He was speaking their exact language…

He narrows down the TWO big emotions triggering them to buy: Fear and respect.

He knows them by heart BEFORE going in for the kill…

So…

Do you know your customer’s triggers like the back of your hand?

Never underestimate the power of research… every hour you spend getting in your customer’s head (REAL conversations with them is even better) gets you to the deal FASTER.

3. Sell The Damn Thing Already!

John Carlton – the most ripped off and respected copywriter on the planet – says: “Just sell the damn thing already”…

Too many sales letters waste precious time in the beginning going on tangents that lose the customer.

For every sentence you add… especially early on, ask yourself: “Does my customer give a crap?”

What did Mr. Stark do?

He cuts through all the noise with a thought provoking question…

It’s not just any thought provoking question…

It’s the Single Most Important Question the Military guys are bouncing around their heads already…

“Tell me… would you rather be feared or respected?” Stark asks.

Those are feelings going through every military person’s head… especially the decision makers with the money to spend.

He didn’t ask them if they’d like better stuff… or more range… or Faster explosions…

he asked… FEAR or RESPECT Mr. Customer… which one do you want today?

The customer goes… “shoot… this guys KNOWS me”

So…

Get intimate with your customer… and figure out the ONE question keeping them up at night… and use it to EARLY in your sales message.

4. Put Your Customer Out Of Her Misery. Answer The Question FOR Them!

Mr.Stark blows this thing out of the water and says “I’m going to give you BOTH…”

Say What?!

Both?!

This is like telling your customer “today I’m offering you something you’ve never felt before. No one else can make this happen for you”.

At this point… you want your customer going: “Is this guy FOR REAL?”

Their entire belief system should crack when they see your offer… that’s the effect a truly irresistible offer has on your customer.

5. Wait Till You See My NEW Stuff…

We LOVE new things… it’s human nature.

The Iphone 7 sells better than 6 which sold more than 5.

Does your product deliver a new spin on an already GOOD solution?

Mr. Stark says “The new crown jewel of Stark enterprises”…

He doesn’t say… “Here’s the Jericho System I’ve been telling you guys about…”

So…

Position your letter in a way that reveals something NEW for the customer to get their hands on…

Something for them to get excited about buying… because no one wants to buy old ideas.

And here’s the thing about ideas: Most new ideas are old ideas… done better.

6. The Hell With Common Wisdom!

Mr. Stark brings to light the common MILITARY (we’re still laser-focused on our customer) wisdom:

“They say… the best weapon is when you never have to fire…”

Then he adds: “I respectfully disagree… I prefer the weapon you only have to fire ONCE!”

This is the “HOLY-SH*T” moment!

It’s the moment your customer goes: “I can’t believe this is possible!”.

It’s like when Neo saw the Matrix for the first time…

It’s like when Frodo first learned about the ring of power…

It’s a “holy sh*t” moment.

Does YOUR product have a “Holy Sh*t” moment?

This is the only way to differentiate your sales letter from the piles of others your customers will just glance over and toss.

7. Don’t Forget About The “Others”.

Ah, what would we all do without social proof?

“That’s how my dad did it…” Mr. Stark says… leveraging the credibility of the success of his father.

Ask yourself…

“Who am I modeling this after?”

“Who used this proven method before with great success… which I’m making even BETTER?”

Mr. Stark goes on to say: “ That’s how America does it”…

This is a powerful psychological buying trigger… It plays to the tribal nature of people.

The Military is all about “America”. This is THEIR world… and Mr.Stark is right there with them.

So…

Who is YOUR tribe?

What’s the ONE thing that makes them scream “Yes! This is perfect for US!”

8. Signed, Sealed, And Delivered By The Grand Master Himself

The golden age of the “money back guarantee” is over…

Customers are more skeptical than ever… you’re going to have to woo them with extra special sauce on your guarantee.

Mr.Stark PERSONALLY guarantees “The bad guys won’t want to come out of their caves”.

What can YOU personally guarantee besides their money back?

Is there something proprietary about your product or service you can highlight?

What is the ONE thing your customers say about you that makes them come back for more?

That’ll be YOUR “super-hero” power you can weave into your guarantee.

To really up the ante and bring down the house… you can go with a powerful Gary Halbert (Greatest copywriter to have ever lived) style guarantee:

“If you’re the least bit unhappy… you’ll get every dollar back AND we’ll send you X Dollars JUST for trying it out”.

9. The Jaw-dropping Demo

Notice how successful infomercials ALWAYS have several demonstrations going at the same time.

Our eyes and ears (and brains) LOVE real demonstrations.

They trump the typical text testimonials which are quickly losing their effect.

Here’s the thing about testimonials: You gotta have them, but they rarely get read.

So…

Start thinking about arming yourself with more powerful social-proof elements.

Case-studies and live demonstrations are the new secret-weapon for social proof.

Nothing convinces our brains to buy more than seeing and hearing results in the flesh.

So, put your product or service in the hands of your customers and build a case-study with their success stories.

your future prospects will buy quicker than you ever imagined.

10. Don’t Forget A Little Somethin’ Extra

Just when you thought the epic sales pitch was done…

Stark busts out the epic cocktail freezer as a bonus for anyone investing in his Jericho system.

I don’t know about you… but that’s a cool looking box I’d LOVE to have in my home.

Now here’s the thing about his “gift”…

it’s unique, simple, and relevant.

He didn’t offer them another complicated weapon system, or a free guide to launching your rockets even FASTER.

It was a simple “cooler” they can use to toast the great investment decision they just made…

Plus- come on, how can you say no to portable ice-cold bourbon cocktails on-demand?

So…

When you’re thinking about what bonuses to offer…

Remember, less is more…

A unique, simple gift beats complicated “guides”, “blueprints”, and more “training”.