Last week, I revealed an embarrasing letter I used to send out when I first got into copywriting, and how I tried to pick up clients with it.

You can see that here: http://www.kingofcopy.com/tips/do_not_make_this_same_mistake_081905.html

Anyway, here are the 5 things I did wrong in that letter (there are actually a slew of things I did wrong, these are just the 5 most "apparent" things:

1. Saying "Let's be honest here: That ad isn't working very well for you, is it."

While most people are going to be totally appreciative of your honesty, bluntly slamming someone, and doing it literally in the second sentence of a letter you're sending them...

Is as stupid as walking into a bar, going up to an attractive woman you've never met before, and handing her the keys to your hotel room!

Meaning...

There Was No Foreplay Involved!

Listen, sales is like seduction. And the better you are at romancing your prospects and making them feel relaxed and giving them a good experience, the more likely you're going to make a sale.

No romance... equals no sale.

Period.

2. "If it didn't work the first time, why should it work the 17th time?"

At this point, I've given the prospect absolutely no reason at all why he should believe this.

He is NOT aware of direct-response principles... I've showed him no examples... and I've given him no "reason why" sales copy that would lead him to believe the statement I made is true.

You've got to offer compelling "reasons why" for every single statement you make. Otherwise your prospect will NOT believe you.

And no belief... equals no trust... and that also... equals no sale!

3. "And if you will give me a shot at fixing your ad, I'll swear on all that is holy, it will pull MUCH better."

I have NOT defined what "fixing" means... and there is no clear-cut offer here at all.

How much will I charge?

What's in this for me and what do I really want?

In other words, I'm not answering his unspoken objections or concerns. And if you don't answer your prospect's concerns...

Again...

No Sale!

4. No Guarantee.

At this point in time, not only have I NOT made any kind of compelling offer, but the prospect has no guarantees against any downside risk on his end. He doesn't know what's going to protect any time or money he may invest in this process.

5. No testimonials.

Testimonials give people more comfort to take action, and I've included none in this letter.

Overall, I just haven't answered he primary question every one of your prospects has:

Why Should I Work With You?

Answer this question above all others in ANY kind of sales copy you're writing. It'll go far towards making your sale.

Tomorrow I'll tell you the one HUGE reason why even if I had done ALL these things, it's very unlikely I would have received ANY kind of response at all.

Now go sell something.

Craig Garber

If you want to know how to consistently attract a steady stream of fresh new prospects, who are pre-qualified, eager, and excited about buying from you, then Craig Garber -- recognized by his peers as America's Top Direct-Response Copywriter -- can show you exactly how to do this, step-by-step. Garber's written winning promotions across a HUGE variety of industries.

If you're serious about using emotional direct-response copy to increase your sales, then you MUST check out his website.

Garber specializes in dealing with selling products and services that are in the high dollar range, and he has an wealth of knowledge he draws from in crafting his promotions, in addition to his "living on the edge" life-experiences, along with a rock-solid 157 IQ.

This unique combination of "street smarts" and book-smarts allows him to get inside your prospects minds to write compelling, engaging and expressive copy that gets your prospects involved and whipping out their wallets.

Here are just some of the raving reviews, taken from actual client testimonials, about Garber:

?Finally, I found the copywriter I can work with for the rest of my career. He?s extremely thorough and reliable -- the man is his word. When he tells you he?s going to do something for you, it?s going to be done. It?s very refreshing in this candid world full of posers and imposters, all these people acting like they?re the best copywriters, and in reality they?re broke, they?re weak -- just seeing who they can scam next. So if you?re looking for somebody who?s very committed to your success, who delivers HUGE results, and who does whatever it takes to make sure your piece will be a winner, then don?t hesitate to go ahead and get a hold of Craig Garber right now.? - Chet Rowland

?During the two and a half intensive hours of conversation I had with Craig - I learned (and re-learned) more about copy than I have over the last 12 years. For example: Just one idea Craig gave me has increased my net profit by 43%! His grasp of which words move people into action -- is so comprehensive, so damned obvious ("Why didn't I think of that before?") and so easily explained -- that you'll just want to slam down the phone and get re-writing that very instant. I know -- I did! If you need to know more, just e-mail me: peter @ peterthomson.? Peter Thomson