1. Turbo Charge Your Sales with Killer Copywriting Lorrie Morgan-Ferrero Red Hot Copy ™

2. What’s One Key Ingredient All of These Share?
Info Products
Branding
E-zines
Publicity
Product Sales
Service Sales
Marketing
Websites
Power Points
Red Hot COPY!!!

3. Copy is used in ALL of your marketing and promotional materials.
Copy is used in ALL of your marketing and promotional materials. Without it, you’re doomed.

4. Attention Entrepreneurs!
"Brace Yourself for All the Business You Can Handle with This Step-By-Step Formula Guaranteed to Pump Up Your Sales!"
Hi there,
Owning a business isn’t a hobby, at least not for most of us. You’re there to make money.  If you can’t figure
out why your marketing materials aren’t pulling in more clients, take a lesson from the people banking the
bucks. 
Nine Times Out of 10 the Problem Isn’t YOU.  It’s the COPYWRITING!
That’s right.  The businesses eating your lunch know the key to sales is an “ancient secret” – a time-tested practice called copywriting, the art of using persuasive language to motivate customers to buy.  And it’s what you need to master if you’re going to play with the big boys and girls. Knowing the insider secrets to crafting your own copy from the ground up can:
Magically attract customers dying to do business with you
Steamroll the competition not armed with your knowledge
Build ironclad trust in your buyers so they return again and again
Open the floodgates to limitless cash
I’m Lorrie Morgan-Ferrero and my copy has been boosting sales for my clients for years. I’ve sold tons of products from nutritional supplements to videotapes to seminars to biz-op to toys to hypnosis to services…and the list goes on.  It doesn’t really matter what’s being sold.  The same copywriting techniques apply.  And they will apply to YOUR business too. 
Some of the Most Successful People in the World Are My Clients
They are folks who don’t have to work another day in their lives, but choose to.  They can afford to hire anyone, yet they hire me. 
“If you want red hot sales, you need Red Hot Copy and Lorrie is the right one to deliver the goods. - Mark Victor Hansen, America’s leading expert on human potential
We’ve all seen one of these. This is a long copy sales letter. It’s really the mother of all marketing materials because it covers every aspect of your business and counters objections. Which is why they don’t buy. It has testimonials, bullets, frequently asked questions, your offer, your guarantee - the whole ball of wax.
Just look at the layout. Where do your eyes go first? But where do you even begin to write any copy, much less a page sales letter? That’s what I’m going to show you. You start with the INGREDIENTS – RESEARCH. Just like baking a cake, before you write one single word of copy, you have to have your shopping done. You have to collect your research.

5. Ingredients/Research
Features/Benefits
Target Market
Frequently Asked Questions (FAQs)

6. Features and Benefits
Features are the adjectives, or tangibles, of the product.
Benefits explain what the customer gets out of it – the emotional component.

7. Features and Benefits WIIFM??? (What’s in it for ME?)
WIIFM. Everyone’s favorite acronym. What’s in it for me? That’s what it’s all about. When someone is looking at your business for something they want, they’re trying to figure out what you offer that’s going to make them happier, richer or thinner than your competition for the cheapest price in the fastest time possible. That’s why features and benefits are so important.

8. Features Benefits Customized speaking plan
Personal coaching and evaluation from Les
Eligibility in his Speaker’s Bureau.
Attendance to onsite summits taught by Les
Full year of weekly mastermind teleseminars
Get ahead faster with exclusive expert help (fast route to $ & status)
Get paid speaking opportunities ($ & status)
Networking opportunities to further your career faster ($ & status)
Get the recognition you deserve (status)
Continuous education to solidify your learning (develop expertise = $)
This is an abbreviated sample. The list was much longer, but you wouldn’t be able to read it. So here are a few highlights he is doing for his $10,000 protégé program. What I did, was take my features and benefits list and made subheadlines and bullet points. That makes it easier for the eye to catch a benefit when someone scans your copy.
Table excerpted from, “Red Hot Copy to Woo Your Target Market” (page 21)

9. Excerpt from, “Red Hot Copy to Woo Your Target Market” (page 21)
Features
Benefits
Excerpt from, “Red Hot Copy to Woo Your Target Market” (page 21)

10. Who is your customer? (Hint: It’s not EVERYBODY!)
Target Market
Who is your customer? (Hint: It’s not EVERYBODY!)

11. Ethnic/Religious Background
Target Market
Market Segmentation
Age
Gender
Education
Income
Marital Status
Ethnic/Religious Background

12. Write to ONE person, not a mob. Your “TARKET”!
Target Market
Write to ONE person, not a mob. Your “TARKET”!
The more detail you can get, the better. Really become a reporter with your potential clients. I cover more ways to drill down in your target market in my workbook but this one concept will be a big aha moment for you if you get it. When you sit down to write your copy, WRITE TO ONE PERSON NOT A MOB.
I coined the word “tarket”, a combination of target and market. Because tarket is singular and target market is plural. When you’re writing copy, it’s CRITICAL you think in the singular, not the plural.
Do you know who Volvo’s tarket is? A 35 year old married mother of two. That doesn’t mean men don’t buy Volvo’s. It means they’re smart enough to narrow down to the single person – the tarket.
What about USA Today? A 40 year old male business traveler. If big corporations see the value in narrowing down to a tarket, can’t you?
Who is your tarket? Get it down to gender, hair color, job, health, habits…everything you can think of. Don’t be afraid to be brutally narrow with this piece. Once you’ve narrowed down your single tarket give him a name. Seriously. Like Paul or Jennifer. My tarket’s named Nikki and she’s who I imagine every time I write sales copy for that target market.

13. My Tarket
Nikki Stanton, a 37 year old divorced entrepreneur with a web conferencing business.
She’s Internet and business savvy. Invests most of her profit back into the business.
Lives in San Diego in a gated community with her 10 year old daughter, Madison. Involved in daughter’s school and drives her to dance classes.
Has a home office making approximately $117,000 per year. Jogs 3 times a week in the neighborhood. She loves to find bargains on designer clothes.
And dreams of visiting Italy with her daughter someday.

14. Frequently Asked Questions
Overcome objections before they think of them
Build trust because you have nothing to hide
Are a good place to outshine the competition

15. FAQs Who? What? Where? When? Why? How? How Much?
Now we’re into the reporter version of my talk. This is where you step into the shoes of your customer and answer their frequently asked questions or FAQs. The Who? What? Where? When? Why? How? How Much?
In order to connect with a potential client, you have to know the inner conversations in his mind. What does he want to know about your business? How can you give him information that makes it easier for him to decide to buy? If you can head off an objection with simple information, your job just got a whole lot easier.

16. FAQs
“I am neither especially clever nor especially gifted. I am only very, very curious.” --Albert Einstein
Albert Einstein said, “I am neither especially clever nor especially gifted. I am only very, very curious.”
Ask a lot of questions. That’s the key to being persuasive. Remember, when someone’s reading your marketing material, you RARELY have their undivided attention. We’re blasted with over 3,500 marketing messages a day! Plus, there’s a slew of other marketers trying to do business with your customers!
People don’t buy because of clever slogans or graphics
They don’t buy because you say you’re the best
They don’t even buy because you have a truly great product
They buy because you have the solution to making them richer, happier or better looking. Humans aren’t really that complicated. So how do you find out what they want? Simple. You ask them.
BE CURIOUS…

17. Guerilla Ways to FAQ Query Your Target Market
Pick up the phone & call past clients
Direct mail

18. Guerilla Ways to FAQ Spy On The Competition Subscribe to their ezines
Study THEIR sales copy
Discover their USP
Keyword research -
Competitive history -

19. Summary: Ingredients/Research
Features/Benefits focus on what’s in it for your reader
Target Market is ONE person – your “tarket”
FAQs counter objections before they can ask them

20. THE Template

21. The sales letter template is like standing in the middle of a field…
…versus looking overhead from an aerial view.

22. Attention Entrepreneurs!
"Brace Yourself for All the Business You Can Handle with This Step-By-Step Formula Guaranteed to Pump Up Your Sales!"
Hi there,
Owning a business isn’t a hobby, at least not for most of us. You’re there to make money.  If you can’t figure
out why your marketing materials aren’t pulling in more clients, take a lesson from the people banking the
bucks. 
Nine Times Out of 10 the Problem Isn’t YOU.  It’s the COPYWRITING!
That’s right.  The businesses eating your lunch know the key to sales is an “ancient secret” – a time-tested practice called copywriting, the art of using persuasive language to motivate customers to buy.  And it’s what you need to master if you’re going to play with the big boys and girls. Knowing the insider secrets to crafting your own copy from the ground up can:
Magically attract customers dying to do business with you
Steamroll the competition not armed with your knowledge
Build ironclad trust in your buyers so they return again and again
Open the floodgates to limitless cash
I’m Lorrie Morgan-Ferrero and my copy has been boosting sales for my clients for years. I’ve sold tons of products from nutritional supplements to videotapes to seminars to biz-op to toys to hypnosis to services…and the list goes on.  It doesn’t really matter what’s being sold.  The same copywriting techniques apply.  And they will apply to YOUR business too. 
Some of the Most Successful People in the World Are My Clients
They are folks who don’t have to work another day in their lives, but choose to.  They can afford to hire anyone, yet they hire me. 
“If you want red hot sales, you need Red Hot Copy and Lorrie is the right one to deliver the goods. - Mark Victor Hansen, America’s leading expert on human potential

23. HEADLINE
Opening/Hook
SUBHEAD (problem)
Benefit
SUBHEAD (solution)
Bullets
TESTIMONIALS
OFFER
CALL TO ACTION
GUARANTEE
BONUSES
SUMMARY
P.S.

24. Two Most Important Parts of ANY Sales Letter…
Headline
Offer
A headline is called an ad for your ad. It’s the first thing a reader sees. In print we notice pictures first, but online, our eyes drift right to the headline.
Advertising genius, David Ogilvy said, "On the average, 5 times as many people read the headlines as read the body copy. It follows that unless your headline sells your product, you have wasted 90% of your money."
The offer is not only where you make the money – but it’s where most customers duck out and most copywriters fall down.

25. Qualities of an Excellent Headline
SUMMARIZES what they are about to read
Speaks DIRECTLY to the reader
THE ANSWER to the reader’s prayers
EASY-TO-READ and instantly understood
Your big opening is NOT where you want to fall flat on your face. Make sure your headline does its job.
Summarizes what they are about to read (this is especially true for scanners)
Speaks directly to the reader (target market in an editorial style – Gary Halbert says that tone can increase response rate 2,200%)
Appears to be the answer to the reader’s prayers …
Easy to read and instantly understood (doesn’t have 2 or more meanings - PIERCED BY 301 NAILS....RETAINS FULL AIR PRESSURE – I thought that it referred to fingernails – but sometimes I’m not the smartest tool in the shed)

26. Headline Examples Do You Do Any Of These 10 Embarrassing Things?
How To Make $87,000 Per Year As A Magazine Writer!
If You’re Looking for One Convenient Source for All Your Business Needs, We Offer a Huge Selection of Office Supplies
The Personal, Versatile Countertop Magician That Does ANY Job In 10 Seconds or LESS!
DO YOU DO ANY OF THESE 10 EMBARRASSING THINGS? Bull's-eye question. All of us are afraid of embarrassing ourselves before others: being criticized, looked down upon, talked about. "Which 'ten' are they? Do I do any of them?" Plus people respond very well to finite numbers in headlines – they want to know exactly how much information they’re going to get.
How To Make $87,000 Per Year As A Magazine Writer!
How to headlines are particularly attractive to people looking for information – which is their main activity on the Internet.
If You’re Looking for One Convenient Source for All Your Business Needs, We Offer a Huge Selection of Office Supplies
Classic If-Then template. This format almost always works because it states a problem and the solution right there in the headline. That’s what people are looking for…the solution to some problem.

27. The Personal, Versatile Countertop Magician That Does ANY Job In 10 Seconds or LESS!
Make Life in the Kitchen... Easy!
Chop onions, mince garlic, grate cheese (hard or soft) and do virtually any job in the kitchen all in 10 seconds or less - with no mess and no fuss. Yet it takes up no more space on your counter than a coffee mug. It's so versatile and so easy you'll use it every single day of the week.
Make Smoothies and Protein Shakes... in seconds!
The Magic Bullet is the perfect 7-Second Smoothie Machine. Simply toss in fresh fruit, ice and a bit of juice or milk and you've got a delicious and nutritious Seven-Second Breakfast. Or add a scoop of protein powder for an instant fat-loss meal replacement shake. Losing weight has never tasted so good!

28. Copy Makeover Using THE Template

29. THE Speakers Handbook by Ruby Newell-Legner
Your Guide to Creating a Stress Free Office! We've done all the work for you! This incredible tool will shave years off of your learning curve and help you create a speakers office that runs smoothly and stress free!. This handbook has incredible resources, tools, forms and knowledge, from over 8 years in the speaking business. You'll get a first hand look at all aspects of our business - from HR issues, to marketing, to speaking. This really is an incredible resource!!! By downloading this 85 page Handbook, here's what you'll get: A look at all of our Business Processes including
How we research
Tips for Negotiating Your Fee
How to find Clients in the area you're speaking
A Step by Step Guide to Event Coordinating
Our Contract for Speaking
Our Invoice
Our Event Report
As well as Cover Letters, Thank You to Client Letters and even a script for follow up calls to Clients!
This is the original web copy of another student of mine. The headline isn’t compelling. Can you see how important they can be? Some copywriters spend more time writing their headline than their copy. She did some things right – she has features listed: This handbook has incredible resources, tools, forms and knowledge, from over 8 years in the speaking business. And the bullets are easy on the eyes. But look at the makeover.

30. The Path to Speaking Success Has Already Been
Attention Speakers!
How to Have an Organized Office that Does Everything But Automatically Book Your Gigs!
Dear Speaker,
Are you tired of keeping meeting planners on hold while you try desperately to find the master calendar for your speaking schedule? Are you getting booked because you’re a great speaker…or because you’re massively undercharging compared to other speakers? Finally there’s a system you can follow to run your back office smoothly for professional results.
The Path to Speaking Success Has Already Been
Mapped Out for You!
After over 8 years in the speaking business, I know a little something about how it works. And I don’t want you to have to travel the rocky road I took to get here. So, I've done all the work for you! My name is Ruby _____ and I’ve been a professional speaker since I’ve targeted the most critical information a speaker needs in his or her toolkit, streamlined, and delivered it up in a thorough handbook guaranteed to shave years off your learning curve! Now you too can create a speakers office that runs smoothly and stress free! Here's just some of what you’ll find inside:
• Tips for negotiating your fee so you get paid what you deserve (page 56)
• Never be hungry again! How to find a steady stream of clients in the area you want to speak in! (page 9)
• Avoid costly mistakes with this step-by-step guide to event coordinating (page 22)
Now it has a benefit laden headline. The red makes it stand out too and studies show we respond better to red. You’ll have to test your own market. It’s personalized now to say, Dear Speaker. And it’s written in first person. So it connects stronger with the reader. The subheads and bullets break it up to the eye. And see where I’ve bolded some of the words to make them stand out more? I generally pick benefit phrases to highlight here. Notice there are page numbers beside the bullets. Studies show readers respond to that information. Maybe it makes it more real to them by tapping into their imagination.

31. The Offer
Where most customers opt out
Where most copy falls down

32. Reservation Form
Yes, Lorrie! I want to sign up now. I understand I get the following products worth $1,235:
Step-by-step workbook, “Red Hot Copy” with hands-on exercises. I’ll catapult from blank screen to masterpiece FAST! ($147)
Audio CD version of “Red Hot Copy” so I can conveniently listen in my car and reinforce my learning ($147)
Hard copy of the book, “Great Headlines Instantly” – one of the most important elements in getting SALES and lining my wallet ($97)
This is your offer. I prefer to call it a “reservation form” instead of an “order form”. It takes some of the second-guessing out the equation. Here you reiterate your offer, bonuses and guarantee.
Notice I have a check mark and the word “yes” to subtly plant the seed in their minds. Then I review what I offer, while listing a benefit and a reasonable dollar value.
Yes, Lorrie I want to sign up now. I understand I get the following products worth over $1,000 for the insane price of only $299!
Step-by-step workbook, “Red Hot Copy” with hands-on exercises. I’ll catapult from blank screen to masterpiece FAST! ($147)
Audio version of the workbook so I can conveniently listen in your car and reinforce my learning ($147)
Hard copy of the book, “Great Headlines Instantly” – one of the three most important elements in getting SALES and lining my wallet ($97)
Quick start guide and CD, “10 Commandments of Writing World Class Copy” that will get me up and going in record time! ($147)

33. But Wait! There’s More! You’ll develop your master copywriting skills
FAST with these added products:
"The Secret Formula to Writing Web Copy That SELLS" with
Alexandria Brown, “The E-Zine Queen” – CDs & transcript ($67)
Special Publicity Power Punch: “Red Hot Copy to Woo Journalists”
AND "How to Use the Media to Promote Yourself as an Expert" with
Joan Stewart, the Publicity Hound – CDs & transcript ($67)
Lorrie’s Lessons on Intensive Copywriting
The 10 Commandments of Writing World Class Copy”
How to Hit Your Target Market’s Bulls Eye – Every Time!”
Hook ‘em with Headlines That Reel ‘em In–Easy Formulas You Can Steal!”
Long Copy – The Mother of All Marketing Materials”-CDs & transcript ($268)
I couldn’t fit my whole offer on one slide so I broke it up. Notice the stopper phrase? “But that’s not all…” It’s a copywriting trick to transition you to the next line. As hokey as seems with ginzu knives and as seen on TV, it trips our curiosity and it’s hard to stop yourself from going to the next line…By the way, bonuses should be as valuable as your main product. They’re really supposed to sweeten the pot and push them over the edge. I also built in a time limit.

34. FREE BONUS 2: PDF version of “Red Hot Copy” workbook ($97)
FREE BONUS 1: PDF version of “Scientific Advertising,” the classic book by Claude Hopkins that cracks the code in copywriting ($47)
FREE BONUS 2: PDF version of “Red Hot Copy” workbook ($97)
FREE BONUS 3: PDF version of “Great Headlines Instantly” workbook ($97)
FREE BONUS 4: Electronic fill-in-the-blank copywriting templates ($67)
FREE BONUS 5: Private admission to exclusive copywriting teleseminar with Lorrie to discuss and answer any questions about the material pertaining to my business ($97)

35. Special Bonus For the FIRST 3 PEOPLE to Commit!
One hour of personal consultation with Lorrie on YOUR business copy (after you’ve completed the materials)
($350 value)
I understand I am fully protected by your 100% iron-clad guarantee up to 30 days from purchase. If I’m not completely satisfied, I simply return the materials and I get 100% of my money returned promptly and courteously.

36. And I get ALL THIS (worth $1,585 dollars) for only $497, if I act TODAY!
Let’s Recap…
Step-by-step workbook, “Red Hot Copy”
$147
Audio CD set of the workbook, “Red Hot Copy”
Hard copy of the book, “Great Headlines Instantly”
$97
"The Secret Formula to Writing Web Copy That SELLS" with Alexandria Brown, “The E-Zine Queen”
$67
“Red Hot Copy to Woo Journalists” AND "How to Use the Media to Promote Yourself as an Expert" with Joan Stewart, the Publicity Hound
“Lorrie’s Lessons: The 10 Commandments of Writing World Class Copy”
“Lorrie’s Lessons: How to Hit Your Target Market’s Bulls Eye – Every Time!”
“Lorrie’s Lessons: Hook ‘em with Headlines That Reel ‘em In–Easy Formulas You Can Steal!”
“Lorrie’s Lessons: Long Copy – The Mother of All Marketing Materials”
PDF version of “Scientific Advertising” by Claude Hopkins
$47
PDF version of “Red Hot Copy” workbook
PDF version of “Great Headlines Instantly” workbook
Electronic fill-in-the-blank copywriting templates
Private admission to exclusive teleseminar to discuss YOUR copywriting and marketing issues
GRAND TOTAL
With added special bonus hour of $350, new GRAND TOTAL
$1,235 $1,585

37. THE Critical Component
Info Products
Branding
E-zines
Publicity
Product Sales
Service Sales
Marketing
Websites
Power Points
Red Hot COPY!!!