What if you could sell anything to anyone?

Endorsements i
Dedication vii

Foreword . xiii

Introduction xvii

SECRET #1: What Is Copywriting? 1

SECRET #2: One Man's Journey With Sales Copy 9

SECRET #3: Without A Strong Why, People Don't Buy . 15

SECRET #4: Nobody Cares About You In Your Sales Copy . 23

SECRET #5: The Most Valuable Skill You'll Ever Learn 27

SECRET #6: The #1 Single Most Important Piece of Sales Copy Ever! . 37

SECRET #7: It's NEVER "One Size Fits All" . 51

SECRET #8: Meet F.R.E.D. (Your Ideal Customer) . 59

SECRET #9: The Ultimate Bullet Formula . 79

SECRET #10: What REALLY Sells People (It's NOT What You Thin k) . 87

SECRET #11: Why Good Enough Makes You (and keeps you) Poor! 95

SECRET #12: Don't Rein vent The Wheel- Great Copy Leaves Clues 101

SECRET #13: It's All About Them-Never About You . 109

SECRET #14: What To Do If You Don't Have Any Testimonials Yet . 117

SECRET #15: 3 Sales Formulas That Never Fail 123

SECRET #16: It's All Ice Cream, But What Flavor Should I Choose? . 135

SECRET #17: How To Write An Amazing Sales Letter-FAST . 143

SECRET #18: How To Write Killer Email Teasers-FAST 159

SECRET #19: The Hardest Draft You'll Ever Write 167

SECRET #20: Make 'Em More Thirsty 171

SECRET #21: Love Me; Hate Me. There's No Money In The Middle . 181

SECRET #22: "Oh Damn -I Got To Have That!" . 187

SECRET #23: Put Lipstick On The Pig . 197

SECRET #24: Should I Join The Dark Side? 207

SECRET #25: "Stealth" Closes-The Secret To Selling Without Selling . 213

SECRET #26: The Hired Gun 223

SECRET #27: The Magic Desk 229

SECRET #28: The One And Only Purpose of An Online Ad 241

SECRET #29: You Can't Catch Fish Without A Hook . 253

SECRET #30: Create Your Own Swipe File . 261

SECRET #31: Polish Your Sales Copy 267

Everything Else You Need To Know About Sales Copywriting 273

Conclusion . 297

Copywriting Resources 299

Jim's Recommended Reading . 301

Acknowledgments . 303

About the Author . 305