Posted by Scott Bywater in copywriting Feb 28th, 2013 | No Comments »

There’s this thing called confirmation bias, which basically says if you believe something so deeply, nobody can convince you of any other way.

For instance, there are vegetarians who despite all the evidence to the contrary will insist on the fact processed soy is better for you than organic beef from grass fed cows…

… when it just aint so.

Now we’ve all got our own version of confirmation bias.

You do. I do. Everyone does.

Why? Because we’ve invested so much in our beliefs, and if anyone dares challenge them…


… right?

We’ll attack them with guns, pitchforks, canons, whatever… just look at all the “holy wars” that have been fought over the years.

Long copy vs. short copy is a bit like that.

The people who swear by short copy have never tested it.

I have.

And apart from one case – squeeze pages where you are offering a free report in exchange for an email address…

I’ve found that long copy always works better.

In online videos (yes, I’ve seen 24 minute videos outpull 12 minute videos even though I can’t imagine sitting through one in the middle of the day).

And in sales letters.

I wish it wasn’t the case.

I would far prefer to sit down and crunch out one page instead of 2, 4, 6, 8, 16 or 24 pages of copy.

And if someone can prove me wrong… PLEASE DO IT (you might just keep me from going grey before my time ;-).

But until then, I’ll keep sweating it out.


Because of people like Steve Aitken from Aitken Real Estate.

He was sceptical. He didn’t think a 5 page letter would work to generate new listings.

But it DOUBLED his results.

And put thousands of dollars into his pocket.

It could do the same for you…

IF you’ll let go of your own “confirmation bias”

To hear Stephen’s full story (it’s the 10th box down), click here.

Posted by Scott Bywater in copywriting Feb 27th, 2013 | No Comments »

Should you write differently if you’re selling business to business than if you’re selling business to consumer?

Interesting question, isn’t it?

And the answer is YES.

And No.

You see, no matter who you write to, you need to create an AVATAR.

A picture in your mind of who that person is – their fears, their concerns, their problems, their inner desires, their age, etc.

If you can do that – you can communicate one-to-one far more succinctly.

So of course, if you’re selling photocopy machines to business owners or whatever, you’ve got to address those concerns and tailor your copy accordingly.

The same way you need to tailor your copy to a mother when you’re selling nappies.

Or an overweight middle-age person when you’re selling a flab-burning program.

Or a car-owner when you’re selling your mechanical services.

But apart from that, it’s pretty much the same.

You don’t need to change the length.

You don’t need to change the way it’s written.

You don’t need to change the type.


Because whether you’re selling business to business or business to consumer.


If you are the marketing manager of a big, multi-national corporation, do you have fears? Do you have desires?

Do you have frustration? Do you have the same weird emotions that the rest of us do?

Of course you do.

And that’s what copywriting is all about.


You never sell to a business.

You always sell to a human being.

Want proof?

Then let me ask you: what is one of the most conservative industries on the planet?

Even stuffy, perhaps?

Don’t tell my brother in law (he is one), but many would say accountants.

Peter Johnson invested $6,000 for a mail out to accountants which generated $187,000 in revenue in 12 months – a return on investment of over 3,000%.

If you’re selling to business owners, there’s no reason you can’t achieve similar results.

Get the full scoop on how he did it by clicking here.

Posted by Scott Bywater in advertising, marketing Feb 26th, 2013 | No Comments »

Over the years, I’ve met literally thousands of business owners – and observed what they did and what results they got.

Some took specific actions and became rich. Others took different actions and continued to struggle.

So this morning, I’ve put together a little test for you.

If you’ve got the balls, then I dare you to take it.

Read the following winner / loser list, and honestly look at what your answers are (i.e. your current beliefs about advertising & marketing)

If you get a bundle of losers, don’t stress.

You don’t even have to share it with anyone.

Just change your evil ways by modelling what a winner would do, and start being a magnet (instead of a repellent) to money again.

Let’s dig in:

The loser says “I’ll think about it”
The winner says “Let’s do it”

The loser says “This advertising campaign might not work”
The winner says “If it doesn’t work, I’ll learn something. And the key to success is failing fast”

The loser says “I shouldn’t contact my list to often because I’ll annoy them”
The winner says “If I continue to send my list useful information they will buy more from me”

The loser says “I don’t want to get too many unsubscribes, and I want a high open rate”
The winner says “Stuff the unsubscribes, they’re not buyers. And sales mean more than open rates”

The loser says “My customers are cheapskates because they won’t buy”
The winner says “I’m either targeting the wrong customers or not meeting their needs. That’s why they won’t buy”

The loser says “Closing the sale is the most important”
The winner says “Attracting the right client and building a relationship is the most important point. Do that right and you won’t have to close the sale”

The loser says “This ad won’t work because my friends don’t like it”
The winner says “I’m going to test it. I’ll let the market decide what works and what doesn’t”

Ok, that’s enough.

Add up your scores.

How many times did you think like the loser?

Don’t cheat yourself – be honest.

And then make those psychological changes that’ll make you a winner.

One more thing…

Losers usually try to reverse engineer all the marketing campaigns…

And miss out on the critical little points that make all the difference.

The winner understands that paying for advice can save them years of heartache & wasted advertising dollars…

And finds out exactly how to do it, by getting everything explained step-by-step.


If you want to win the war on getting more customers, I urge you to hop along to today – and find out exactly how winners build big businesses starting with little budgets.

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