The Lost Art Of Fundamental Copywriting
What ever happened to good old fashion, fundamental
copywriting? Has anyone seen AIDA? I mean, before you can
run, you first have to learn how to walk, right? Yet, I see
it over and over again. Marketers who can't even write a
simple headline are trying to "hypnotize" readers
with "psychological copywriting," because that's what a few
of today's copywriting experts are telling them they should
I'll let you in on a little secret. If you master the
fundamentals of copywriting, you'll automatically be writing
hypnotic, psychological copy, because that's the essence of
the AIDA formula. Here's a perfect example of the type of
fundamental copywriting I'm referring to:
Following is a sales letter written by someone whom I have a
tremendous amount of respect for, Dr. Kevin Nunley. I chose
not to use a sales letter I'd written myself, because I
thought that might appear to be self-serving.
ATTENTION AUTO SHOP OWNERS!
Are you making the kind of money you deserve?
Could your business use a kick-start? Are you looking for
that easier, more effective way to run your business without
working 60 hours or more a week?
CLICK HERE TO GET MY FREE SPECIAL REPORT
The 5 Biggest Mistakes Most Auto Repair Shop Owners Make
Causing Them To Go Broke, Or Retire Worrying About Money!
And How You Can Prevent It From Happening To You!
LET ME SHOW YOU EXACTLY HOW I GREW MY SHOP FROM JUST AN
IDEA, TO THE BUSIEST AUTO REPAIR SHOP IN TOWN THAT WAS
PRODUCING $25,000 PER BAY ON A MONTHLY BASIS!
This is a true story that can be your story, too! I really
did it--I started with nothing but an idea for my own repair
shop, and grew it to be the best one in town. Just a few
years later, my shop was producing on average $25,000
dollars per bay. This almost doubles the industry standard!
The best part about it was that I did not even need to be at
It may sound amazing, but you can do it, too. Lucky for you,
you don't have to go through all the trial and error that I
did. You don't have to make the same costly mistakes, or
jump into things with blinders on. I can show you what to do
every step of the way.
Welcome to RobRussellInfo.com! My name is Rob Russell. I
have designed this website to provide valuable information
to anyone interested in succeeding as a shop owner. If you
are a technician looking to get started with your own
operation, or a seasoned shop owner looking for help in
making your shop more profitable, I can help.
As you may be aware, most repair shop owners started out as
technicians (or mechanics). Most of these technicians are
very good at what they do, but unfortunately, they don't
know much about all the aspects of running a business:
production, finance, management, customer service, etc. As a
result, many shop owners end up being overworked, and become
a slave to the business, working long hours with lots of
stress. ARE YOU ONE OF THESE?
I CAN HELP!
Using my systems, strategies, and techniques, you'll be able
to handle all the complicated business aspects of running a
repair shop...without all the stress the other guys are
under. Less stress and simpler operations means more time
and energy to spend pleasing your customers--which is what
any successful shop needs to do.
YOU CAN LEARN FROM MY EXPERIENCE!
My cutting-edge systems are the same systems that have
allowed me to build my own shop into a model for the
automotive industry. I developed these industry-specific
procedures after making lots of mistakes myself, including
one that cost me $10,000.
Through trial and error, I learned what works and what
doesn't, and how to build a successful auto repair shop.
BUT IS IT FOR ME?
YES! Whether you're just one guy starting out in your own
small shop, or a larger shop with 6 or 7 bays and 20
employees, my system will work for you!
I have designed this system to be step by step, and at the
same time be flexible for you and your style. No "cookie-
cutter" approach here. These are real world, proven
techniques, that I used myself, in my own shop!
WHAT DO I DO NEXT?
You simply have 2 choices.
First you can keep doing the same things that you have been
doing, and hope that you will stumble onto the answers
before you get burnt out and go broke.
Or you can simply check out the rest of my website (link to
about Rob page) and see if I'm the kind of person that you
would like to work with.
I can guarantee you that if you are serious about improving
both your business, and your quality of life, I can help you
get there. And the best part about it is we can have fun
LISTEN TO MY FREE TELESEMINAR:
"How To Make A Million Dollars A Year With Your Auto Repair
Shop While Only Working 20 Hours A Week!"
"Don't Take My Word For It, Listen To What My Clients Are
Saying About My Program"
THIS COULD, AND SHOULD BE YOU TOO!
Listen to a very happy shop owner:
Have fun and may you be as profitable and successful as you
deserve to be!
Nationally Recognized Auto Repair Shop Marketing and
Office number: 503-628-7837
Office Fax: 503-628-5438
The above sales letter is one of the most fundamental, yet
highly effective sales letters I've ever had the pleasure of
reading. How do I know it's effective? Because when I asked
Rob Russell for permission to use his sales letter in this
article, I also asked him if the letter was working for him.
And he told me that he was very pleased with the results.
I should also mention, in the interest of keeping this
article as brief as possible, I intentionally left out the
testimonials. If you would like to see the sales letter in
its entirety, you can view it here:
That sales letter is a simple but psychologically powerful
example of copywriting, because it follows the AIDA formula
to the letter:
A= ATTENTION: The very first thing your ad or sales letter
must do is get your prospects "ATTENTION". The very best way
to do that is with an effective headline. So, what's an effective headline? An effective headline is any headline that answers the question: "What's in it for me?" That's all your prospects really care about. What's in it for them?
I= INTEREST: After you get your prospects attention, you
want to get them "INTERESTED" in your product or service.
You do that by immediately telling them what your headline
promises. You don't waste their time with a bunch of fluff
and garbage that nobody but you cares about.
D= DESIRE: You have to make your prospects "DESIRE" your
product or service. And the way to do that is with benefits,
benefits and more benefits!
A= ACTION: You want to close your ad or sales letter with a
call to "ACTION!" In other words, ask them for the order.
It's important to ask for the order at least three times,
preferably six or more.
Anyway, that's it. You've just seen an example of
fundamental copywriting at its finest.
Forget about trying to write a brilliant, psychological ad
or sales letter. Follow the AIDA formula faithfully, and I
promise you, the brilliance will take care of itself!
ABOUT THE AUTHOR
Dean Phillips is an Internet marketing expert, writer,
publisher and entrepreneur. Questions? Comments? Dean can be
reached at mailto: firstname.lastname@example.org
Visit his website at: http://www.lets-make-money.net