Keepin’ It Real Copywriting Workshop – Craig Garber

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How To Form Highly-Profitable Rock-Solid Relationships With Your BuyersHow To Form Highly-Profitable Rock-Solid Relationships With Your Buyers

Stop "selling!"  Instead, discover the RIGHT words to use, to make all the money you want… using a little-known system that has NEVER failed yet!Stop "selling!"  Instead, discover the RIGHT words to use, to make all the money you want… using a little-known system that has NEVER failed yet!

Tuesday, 10:32 a.mTuesday, 10:32 a.m

Sunny Tampa, FloridaSunny Tampa, Florida

Dear Friend,Dear Friend,

When it comes to marketing and advertising, you can only go “so far” on B.S.When it comes to marketing and advertising, you can only go “so far” on B.S.

The truth is, in today’s day and age, where most advertising is completely phony… people are The truth is, in today’s day and age, where most advertising is completely phony… people are cravingcravingauthenticity.authenticity.

And this craving is only growing stronger, as the world becomes more and more artificial.And this craving is only growing stronger, as the world becomes more and more artificial.

If you want your marketing to be effective, then you If you want your marketing to be effective, then you mustmust create genuine experiences for your buyers. And the first step in dong this, is making sure your buyers “sense” they’re working with a  create genuine experiences for your buyers. And the first step in dong this, is making sure your buyers “sense” they’re working with a realreal person — not some  person — not some phonyphony who just wants their money. who just wants their money.

After all…After all…

Only Real People… Only Real People… 

Can Provide… Real Experiences!Can Provide… Real Experiences!

Right?Right?

This was brought to my attention by a group of people who read my book,This was brought to my attention by a group of people who read my book, “How To Make Maximum Money With Minimum Customers.” “How To Make Maximum Money With Minimum Customers.”

They wanted more guidance on how to use the marketing and copywriting strategies in the book… and on how to sell, in general… without appearing “phony.”They wanted more guidance on how to use the marketing and copywriting strategies in the book… and on how to sell, in general… without appearing “phony.”

For me, being real — even in print — isn’t a problem. But getting to this point, For me, being real — even in print — isn’t a problem. But getting to this point, wasnwasn’t easy.’t easy.

I’m certainly not a “natural” when it comes to selling. I grew up in a very stressful home atmosphere, to say the least, and had a very low self-esteem for years. In fact, I proably didn’t even feel comfortable in my own skin, until I was in my late 30’s.I’m certainly not a “natural” when it comes to selling. I grew up in a very stressful home atmosphere, to say the least, and had a very low self-esteem for years. In fact, I proably didn’t even feel comfortable in my own skin, until I was in my late 30’s.

Today though, one of the most common things I hear from people — and I’ve heard it… gosh, probably close to 100 times over the last 11 years — is how amazed they are I’m just as “real” in my online daily e-mails, in my offline Seductive Selling Newsletter, and in all my other products… as I am in person.Today though, one of the most common things I hear from people — and I’ve heard it… gosh, probably close to 100 times over the last 11 years — is how amazed they are I’m just as “real” in my online daily e-mails, in my offline Seductive Selling Newsletter, and in all my other products… as I am in person.

In other words, who you are “seeing” in print… In other words, who you are “seeing” in print… 
is the same exact guy you see when you meet me in person. is the same exact guy you see when you meet me in person.

Like I said, though… it wasn’t always this way. As you know, putting Like I said, though… it wasn’t always this way. As you know, putting anythinganything in words, is difficult. And that goes  in words, is difficult. And that goes doubledouble when it comes to putting your personality into words,  when it comes to putting your personality into words, plusplus trying to show your readers you're a real person.  Not to mention, on top of this… then trying to sell them something! trying to show your readers you're a real person.  Not to mention, on top of this… then trying to sell them something!

But over the years, I’ve developed a set of guidelines that have allowed me to do each one of these things, But over the years, I’ve developed a set of guidelines that have allowed me to do each one of these things, veryvery successfully. Which is why people are always making those comments about how when they read my e-mails and my newsletter and my products — and even my sales letters… they feel like I am literally “speaking”  successfully. Which is why people are always making those comments about how when they read my e-mails and my newsletter and my products — and even my sales letters… they feel like I am literally “speaking” directlydirectly to them. to them.

I’m going to share a few ways you too, can do all this, in I’m going to share a few ways you too, can do all this, in youryour sales copy, but first… let’s take a look at  sales copy, but first… let’s take a look at whywhy people typically struggle when it comes to being “real” in print.  There are 3 reasons, actually: people typically struggle when it comes to being “real” in print.  There are 3 reasons, actually:

• Reason #1:Reason #1:  Some people are highly technically skilled, and quite competent from a performance standpoint, in what they do.  But when it comes to selling… they simply “cringe.”  Some people are highly technically skilled, and quite competent from a performance standpoint, in what they do.  But when it comes to selling… they simply “cringe.”  

For any number of reasons, they feel so out of sorts when it comes to selling, they’ll do absolutely For any number of reasons, they feel so out of sorts when it comes to selling, they’ll do absolutely anythinganything to avoid it, at all costs.  to avoid it, at all costs. 

And if you’re one of these people, then you already know…And if you’re one of these people, then you already know…

Unfortunately… this is costing you a LOT of money.Unfortunately… this is costing you a LOT of money.

People in this category sometimes feel “phony” when it comes to selling.  And because selling is so out of character for them, to some extent, they actually People in this category sometimes feel “phony” when it comes to selling.  And because selling is so out of character for them, to some extent, they actually areare being phony when they try and sell something. being phony when they try and sell something.

When these people sit down and write a sales letter, their discomfort practically When these people sit down and write a sales letter, their discomfort practically screamsscreams at you, straight off the page. at you, straight off the page.

For them, selling is like trying to fit a round peg (their personality)… into a square hole (selling).  It is just For them, selling is like trying to fit a round peg (their personality)… into a square hole (selling).  It is just veryvery unnatural. unnatural.

These people will These people will never never be able to sell effectively in print, unless they do one thing: they need to get their hands on some specific marketing and writing guidelines (and strategies) that allow them to follow a “sequence…” or a be able to sell effectively in print, unless they do one thing: they need to get their hands on some specific marketing and writing guidelines (and strategies) that allow them to follow a “sequence…” or a formulaformula. . 

This way, you can go step-by-step through a checklist and do what This way, you can go step-by-step through a checklist and do what worksworks… instead of having to do things that make you … instead of having to do things that make you uncomfortableuncomfortable.  By following a set of guidelines, this allows you to basically “remove yourself” from the selling process. .  By following a set of guidelines, this allows you to basically “remove yourself” from the selling process. 

As opposed to listening to your own “gut” feelings, which simply aren’t compatible with having to sell.As opposed to listening to your own “gut” feelings, which simply aren’t compatible with having to sell.

It’s kind of like when you first learned how to drive.  In the beginning, it seemed very unnatural, so you just sat there and listened to your dad… or your Driver’s Education teacher — and you simply “did what they told you to do. ”  Even though it felt “weird.”It’s kind of like when you first learned how to drive.  In the beginning, it seemed very unnatural, so you just sat there and listened to your dad… or your Driver’s Education teacher — and you simply “did what they told you to do. ”  Even though it felt “weird.”

But eventually, of course, driving became normal and in less time than you thought, you wound up knowing how to master all the different things that are going on, while you’re sitting behind the wheel.But eventually, of course, driving became normal and in less time than you thought, you wound up knowing how to master all the different things that are going on, while you’re sitting behind the wheel.

Selling in print and feeling comfortable with it, is no different. Selling in print and feeling comfortable with it, is no different. 

Right now, you’re “driving” without ever having been taught “how” to drive.  You just need to learn the rules of the road, and once you see how easy it is to use them… you’ll be as comfortable selling, as you are driving.Right now, you’re “driving” without ever having been taught “how” to drive.  You just need to learn the rules of the road, and once you see how easy it is to use them… you’ll be as comfortable selling, as you are driving.

• Reason #2:Reason #2:  There are other people who feel comfortable selling, but they get all messed up when it comes to “closing.”  There are other people who feel comfortable selling, but they get all messed up when it comes to “closing.”  

These people know These people know exactlyexactly how  how importantimportant selling is.   selling is.  AndAnd… they may even be … they may even be goodgood at the actual relationship building, and at getting prospects started down the “Yes” path.  at the actual relationship building, and at getting prospects started down the “Yes” path. 

But when it comes to But when it comes to closingclosing the deal, things start falling apart, pretty quickly.  They typically stammer their way through a close, and if they’re  the deal, things start falling apart, pretty quickly.  They typically stammer their way through a close, and if they’re veryvery lucky… things  lucky… things mightmight work out.  Sadly though, and I’m sure you’ll agree with this… work out.  Sadly though, and I’m sure you’ll agree with this…

“Luck”… is NOT… a very good business strategy!“Luck”… is NOT… a very good business strategy!

Because of this problem, people who find themselves in this predicament Because of this problem, people who find themselves in this predicament rarelyrarely make the kind of money they deserve.  They are usually able to earn a decent living though, if they have a large source of referrals,  make the kind of money they deserve.  They are usually able to earn a decent living though, if they have a large source of referrals, oror… if they’re in the kind of business where it’s fairly easy to attract qualified leads or if their lead costs are unusually low.… if they’re in the kind of business where it’s fairly easy to attract qualified leads or if their lead costs are unusually low.

They’ll typically make money as long as they’re able to meet with their prospects They’ll typically make money as long as they’re able to meet with their prospects in personin person, or talk to them over the phone., or talk to them over the phone.

But because they have no “leverage” — meaning, because they’re unable to translate these same skills into selling in print — they are usually But because they have no “leverage” — meaning, because they’re unable to translate these same skills into selling in print — they are usually forcedforced to trade time for money. to trade time for money.

And if you are one of And if you are one of thesethese people, then you already know… people, then you already know…

Your inability to “close” in print… is not only incredibly frustrating… Your inability to “close” in print… is not only incredibly frustrating… 
it’s also costing you THOUSANDS Of Dollars! it’s also costing you THOUSANDS Of Dollars!

Usually, what messes these people up is the Usually, what messes these people up is the moneymoney aspect of closing.  For any number of reasons, they feel very “awkward” when it comes to asking for money, and this creates an "emotional log jam” for them, when it comes time to close. aspect of closing.  For any number of reasons, they feel very “awkward” when it comes to asking for money, and this creates an "emotional log jam” for them, when it comes time to close.

So instead of being able to take that genuine enthusiasm and knack for relationship building they have, and turn it into So instead of being able to take that genuine enthusiasm and knack for relationship building they have, and turn it into goldgold… their printed sales material can never work on it’s own, and this is what forces them to forever have to trade time for money.… their printed sales material can never work on it’s own, and this is what forces them to forever have to trade time for money.

There are There are loadsloads of realtors, insurance agents, financial planners, trainers, consultants, and other service providers who find themselves in this uncomfortable situation. of realtors, insurance agents, financial planners, trainers, consultants, and other service providers who find themselves in this uncomfortable situation.

On top of that, the same psychological money issues that hamstring their closing skills… typically make people in this situation almost On top of that, the same psychological money issues that hamstring their closing skills… typically make people in this situation almost alwaysalways undercharge. undercharge.

They are the ones who usually work the hardest and charge the least.  Ultimately, they are treating themselves They are the ones who usually work the hardest and charge the least.  Ultimately, they are treating themselves veryvery unfairly. unfairly.

The Good News Is…The Good News Is…

Once these people learn a few Once these people learn a few simplesimple and very practical do’s and don’ts about selling in print… this typically eliminates  and very practical do’s and don’ts about selling in print… this typically eliminates anyany awkwardness they have about closing.  awkwardness they have about closing. 

Eliminating this Eliminating this oneone problem makes a  problem makes a dramaticdramatic difference in the quality of your life… in the amount of time you’ll get to spend with your family instead of working… and, in the amount of money you’re making!  For instance, if you struggle with this: difference in the quality of your life… in the amount of time you’ll get to spend with your family instead of working… and, in the amount of money you’re making!  For instance, if you struggle with this:

• One big mistake you’re probably making, especially when you’re selling in print, is talking about too many different things at one time.One big mistake you’re probably making, especially when you’re selling in print, is talking about too many different things at one time.

For example, it’s O.K. to tell people about all the wonderful benefits you’re giving them.  But you can’t get so excited and anxious about things, you wind up running on aimlessly to the point where, your words get all overlapped and blended together like paint colors mixed in a can. For example, it’s O.K. to tell people about all the wonderful benefits you’re giving them.  But you can’t get so excited and anxious about things, you wind up running on aimlessly to the point where, your words get all overlapped and blended together like paint colors mixed in a can. 

Instead, just let your buyers know Instead, just let your buyers know oneone thing at a time,  thing at a time, oneone sentence at a time.   sentence at a time.  NiceNice… and slowly.… and slowly.

And it’s even O.K. that you’re asking people to spend a lot of money with you.  Simply explain the value of what you’re giving them, one sentence at a time.  Break down your packages or your service offerings into little bite-sized components, and just tell your story – no need to feel anxious, at all.And it’s even O.K. that you’re asking people to spend a lot of money with you.  Simply explain the value of what you’re giving them, one sentence at a time.  Break down your packages or your service offerings into little bite-sized components, and just tell your story – no need to feel anxious, at all.

Instead, what typically happens is… people who feel awkward about asking for money tend to just “lump” everything together.Instead, what typically happens is… people who feel awkward about asking for money tend to just “lump” everything together.

What’s really going on, is they are “projecting” their own discomfort with money, onto their buyers.  They assume, because What’s really going on, is they are “projecting” their own discomfort with money, onto their buyers.  They assume, because they’rethey’re uncomfortable with money… their buyer must  uncomfortable with money… their buyer must alsoalso be uncomfortable with money. be uncomfortable with money.

So instead of So instead of walkingwalking their buyers through the entire sales story, nice and easy… they  their buyers through the entire sales story, nice and easy… they rushrush through their presentation because they're uncomfortable making it in the first place.  through their presentation because they're uncomfortable making it in the first place. 

But in reality, this is totally unnecessary.But in reality, this is totally unnecessary.

You see, in order for your buyer to make You see, in order for your buyer to make anyany kind of halfway decent buying decision… they  kind of halfway decent buying decision… they HAVEHAVE to know ALL the details about what you’re offering.   to know ALL the details about what you’re offering.  EspeciallyEspecially when you’re selling in print, and they don’t have the ability to go back and forth asking you questions. when you’re selling in print, and they don’t have the ability to go back and forth asking you questions.

They don’t consider this offensive — they consider it a They don’t consider this offensive — they consider it a naturalnatural and quite  and quite necessarynecessary part of the buying process! part of the buying process!

After all, how can they make a buying decision… unless they actually After all, how can they make a buying decision… unless they actually knowknow what they're buying? what they're buying?

Make sense?Make sense?

Of course it does. Of course it does. 

Now besides slowing down and telling your story, Now besides slowing down and telling your story, anotheranother thing you can do if you’re in this position, that’ll make things  thing you can do if you’re in this position, that’ll make things much easiermuch easier for you, is this: When you’re putting your promotion together, and you’re creating your offer or your “close,”… for you, is this: When you’re putting your promotion together, and you’re creating your offer or your “close,”…

Instead of thinking about what you’re getting…  and how much money you’re asking for…  think about what you’re Instead of thinking about what you’re getting…  and how much money you’re asking for…  think about what you’re givinggiving, instead., instead.

Focusing on value ALWAYS gives you much better results, Focusing on value ALWAYS gives you much better results, especiallyespecially when you’re sitting down and translating your thoughts into actual words on paper that are going to do all your selling for you. when you’re sitting down and translating your thoughts into actual words on paper that are going to do all your selling for you.

Plus, when you’re focusing on the value you’re Plus, when you’re focusing on the value you’re givinggiving, instead of the money you’re , instead of the money you’re gettinggetting..  this comes through in your printed sales messages.  Which makes your buyers even ..  this comes through in your printed sales messages.  Which makes your buyers even more more comfortable with you.  And, you’ll be that much more of a comfortable with you.  And, you’ll be that much more of a realreal person, as a result. person, as a result.

And the nice thing is, this is about as simple a fix as you can get, isn’t it?And the nice thing is, this is about as simple a fix as you can get, isn’t it?

You bet it is.You bet it is.

O.K., so now let’s move on to…O.K., so now let’s move on to…

• Reason #3:Reason #3:  The third kind of sales person that struggles with creating chemistry and being “real” when it comes to selling in print, is The third kind of sales person that struggles with creating chemistry and being “real” when it comes to selling in print, is muchmuch different than the first two. different than the first two.

See, this person’s See, this person’s TOTALLYTOTALLY comfortable with selling…  comfortable with selling… andand with closing…  with closing… andand with asking for the money.  In fact, this guy (this is typically a guy issue) is basically a selling machine.  But he has one HUGE problem: with asking for the money.  In fact, this guy (this is typically a guy issue) is basically a selling machine.  But he has one HUGE problem:

He’s He’s soso focused on the sale, and he’s  focused on the sale, and he’s soso thrilled and gets  thrilled and gets soso juiced up from closing deals… juiced up from closing deals…

He Forgets… About Everything Else!He Forgets… About Everything Else!

See, this guy’s problem is, he has See, this guy’s problem is, he has nono  patiencepatience.  He’s all about “the bottom line” — he’s a "results" guy.  Unfortunately, building real relationships in sales requires a .  He’s all about “the bottom line” — he’s a "results" guy.  Unfortunately, building real relationships in sales requires a lotlot more than this.  You see, sales is like seduction.  more than this.  You see, sales is like seduction. 

To make To make maximummaximum money, you have to share your story… and you have to  money, you have to share your story… and you have to romanceromance your prospect on many different levels.  They have to see you as a  your prospect on many different levels.  They have to see you as a realreal person before they’ll buy — NOT a “selling machine.” person before they’ll buy — NOT a “selling machine.”

They have to perceive you as someone who’s just as interested in making their hopes and dreams come true… or in eliminating their pain and solving their They have to perceive you as someone who’s just as interested in making their hopes and dreams come true… or in eliminating their pain and solving their problemsproblems… as they are.… as they are.

Unfortunately, when this guy sits down and writes a sales letter, he comes out looking W-A-A-Y too “slick” for his own good.  Even if he Unfortunately, when this guy sits down and writes a sales letter, he comes out looking W-A-A-Y too “slick” for his own good.  Even if he doesdoes care about his clients and customers — and most people  care about his clients and customers — and most people dodo care, they just don’t know how to show their  care, they just don’t know how to show their buyersbuyers they care — the only message that comes out is “BUY MY STUFF, NOW!” they care — the only message that comes out is “BUY MY STUFF, NOW!”

And so what happens is, And so what happens is, this super-closer this super-closer routinelyroutinely loses THOUSANDS OF DOLLARS in sales, because he’s “stuck” when it comes to selling in print loses THOUSANDS OF DOLLARS in sales, because he’s “stuck” when it comes to selling in print.  And losing money is .  And losing money is especiallyespecially frustrating and unfair for this guy, because he’s a GREAT sales person! frustrating and unfair for this guy, because he’s a GREAT sales person!

But I don’t need to tell you… there’s a difference between being a But I don’t need to tell you… there’s a difference between being a greatgreat sales person, and being looked at as a caring, valued advisor by your customers. sales person, and being looked at as a caring, valued advisor by your customers.

After all, do you think you’ll be making more money if your customers perceive you as a “selling machine”… or when you’re perceived as a caring and trusted advisor?After all, do you think you’ll be making more money if your customers perceive you as a “selling machine”… or when you’re perceived as a caring and trusted advisor?

You got it – when your customers or clients perceive you as a REAL person, who’s a genuine, caring, trusted advisor… you’ll start making You got it – when your customers or clients perceive you as a REAL person, who’s a genuine, caring, trusted advisor… you’ll start making muchmuch more money,  more money, andand you’ll make it  you’ll make it much much more consistently.more consistently.

And in And in factfact, for the , for the mostmost part, when people see you ONLY as a sales person  part, when people see you ONLY as a sales person insteadinstead of as an advisor… they will constantly be negotiating prices with you… and treat you like… of as an advisor… they will constantly be negotiating prices with you… and treat you like…

Well… they’ll treat you like a sales person.Well… they’ll treat you like a sales person.

Because people LOVE working with valued advisors… but NO ONE likes dealing… with a sales person!Because people LOVE working with valued advisors… but NO ONE likes dealing… with a sales person!

People respect and listen to advisors, which is People respect and listen to advisors, which is preciselyprecisely why no one ever questions their doctor about why they’re sending you all over town, to meet with umpteen specialists and get all those diagnostic tests.  And that’s because… why no one ever questions their doctor about why they’re sending you all over town, to meet with umpteen specialists and get all those diagnostic tests.  And that’s because…

Doctors are perceived as Doctors are perceived as advisorsadvisors, not sales people., not sales people.

On the other hand, if a sales person sends you to three of his buddies and you have to pay each one of On the other hand, if a sales person sends you to three of his buddies and you have to pay each one of themthem some money… you’re going to be on “high alert” right away! some money… you’re going to be on “high alert” right away!

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Right?Right?

Of course you are.Of course you are.

So if you are one of these “super-closers,” one of the first things you have to do is:So if you are one of these “super-closers,” one of the first things you have to do is:

• Start positioning yourself as an authority figure, first and foremost.  Almost like a consumer advocate.Start positioning yourself as an authority figure, first and foremost.  Almost like a consumer advocate.

If you’re If you’re alreadyalready a good sales person and you start doing  a good sales person and you start doing thisthis… boy-oh-boy will you start making boatloads of cash!… boy-oh-boy will you start making boatloads of cash!

And here’s another thing you can do if you’re in this situation – and this is actually And here’s another thing you can do if you’re in this situation – and this is actually reallyreally  easyeasy to do in print: to do in print:

• Slow down and let your buyer “talk to you,” instead of you talking to them so much.Slow down and let your buyer “talk to you,” instead of you talking to them so much.

As I said, this is actually a lot easier to do than you think:As I said, this is actually a lot easier to do than you think:

For starters, understand that “talking” to your prospects in print, is different from talking to them “in person.”For starters, understand that “talking” to your prospects in print, is different from talking to them “in person.”

In person, obviously you get to go back and forth with one another, to answer questions.In person, obviously you get to go back and forth with one another, to answer questions.

Right?Right?

But in print, you can’t go back and forth.But in print, you can’t go back and forth.

So you have to create the So you have to create the illusionillusion that you’re going back and forth. that you’re going back and forth.

And there are a And there are a numbernumber of different ways you can do this, but let’s talk about a couple of  of different ways you can do this, but let’s talk about a couple of easyeasy things you can do, starting right now: things you can do, starting right now:

1. The most important thing you can do, that’ll make you more money than The most important thing you can do, that’ll make you more money than anythinganything else… is to  else… is to immediatelyimmediately start showing much more empathy towards your buyers. start showing much more empathy towards your buyers.

They need to know you understand They need to know you understand exactlyexactly what they’re going through.  Because ultimately… no matter  what they’re going through.  Because ultimately… no matter whatwhat you’re selling, you’re selling a solution to a problem your prospects have. you’re selling, you’re selling a solution to a problem your prospects have.

And the smartest thing you can do to make your buyers see you as a “real” person who’s empathetic and understanding… is by letting them know you understand the basic human frustrations they are going through, only too well.  And, you also need to let them know And the smartest thing you can do to make your buyers see you as a “real” person who’s empathetic and understanding… is by letting them know you understand the basic human frustrations they are going through, only too well.  And, you also need to let them know whywhy you understand them. you understand them.

And be specific, because this is the key to your success.And be specific, because this is the key to your success.

Here, let me give you an example of what I mean.  Pay very close attention to what this person is saying:Here, let me give you an example of what I mean.  Pay very close attention to what this person is saying:

“Listen, our industry, and our professional associations, teach us absolutely “Listen, our industry, and our professional associations, teach us absolutely nothingnothing about how to be successful.  In fact, our business is very cannibalistic.  We take our young and toss them out on their own, only to be eaten alive out there in the jungle. about how to be successful.  In fact, our business is very cannibalistic.  We take our young and toss them out on their own, only to be eaten alive out there in the jungle.

And in spite of that, what do all our trade journals talk about?And in spite of that, what do all our trade journals talk about?

New ant traps… custom software… equipment… chemicals… and new sticky goop.  And you know what?  This stuff is New ant traps… custom software… equipment… chemicals… and new sticky goop.  And you know what?  This stuff is uselessuseless when it comes to making you any money and consistently driving a steady stream of customers to you! when it comes to making you any money and consistently driving a steady stream of customers to you!

Heck, how’s a new ant trap going to drive even Heck, how’s a new ant trap going to drive even oneone new customer to you?” new customer to you?”

See, this isn’t very complicated writing at all.  It’s just very specific, and empathetic.  It addresses the basic frustrations members of this marketplace (people who own pest control businesses) are dealing with, on a regular basis.See, this isn’t very complicated writing at all.  It’s just very specific, and empathetic.  It addresses the basic frustrations members of this marketplace (people who own pest control businesses) are dealing with, on a regular basis.

THISTHIS is how you show empathy, NOT by saying things like: is how you show empathy, NOT by saying things like:

• “It’s not your fault.”“It’s not your fault.”
• “I’m just like you.”  And…“I’m just like you.”  And…
• “We have a lot in common.”“We have a lot in common.”

Don’t get me wrong — it’s OK to say these things as long as you back them up with specifics like we just discussed.Don’t get me wrong — it’s OK to say these things as long as you back them up with specifics like we just discussed.

But saying things like, But saying things like, “it’s not your fault”“it’s not your fault” — which is what most supposed “experts” tell you to do — without explaining, in detail, the specific emotional frustrations you’re actually referring to… is absolutely  — which is what most supposed “experts” tell you to do — without explaining, in detail, the specific emotional frustrations you’re actually referring to… is absolutely uselesssuselesss..

See for yourself.  Go back and read those four paragraphs we just went over… and then ask yourself, how this compares to saying See for yourself.  Go back and read those four paragraphs we just went over… and then ask yourself, how this compares to saying “It’s not your fault.”“It’s not your fault.”

Which one shows your buyers you're more empathetic? Which one shows your buyers you're more empathetic? 

The truth is…The truth is…

“It’s not your fault” isn’t even in the same ballpark!“It’s not your fault” isn’t even in the same ballpark!

It’s like asking someone if they want a snack… versus asking them if they want a giant slab of fresh, thick, moist and creamy melts-in-your-mouth genuine New York Cheesecake!It’s like asking someone if they want a snack… versus asking them if they want a giant slab of fresh, thick, moist and creamy melts-in-your-mouth genuine New York Cheesecake!

Listen, when people truly believe you know what it’s like to sit on Listen, when people truly believe you know what it’s like to sit on theirtheir side of the desk… they’ll be open to you because you’re a  side of the desk… they’ll be open to you because you’re a realreal person and NOT just another “sales guy.”  person and NOT just another “sales guy.” 

They’ll They’ll wantwant to buy  to buy allall the solutions to their problems, from you. the solutions to their problems, from you.

Want to know another thing you can do if you want to Want to know another thing you can do if you want to seriouslyseriously increase your sales, and if you want your buyers to perceive you as a real person? increase your sales, and if you want your buyers to perceive you as a real person?

You do?You do?

O.K., here goes…  Once your customers know you understand what they're going through and what makes them “tick”… the next thing you need to do is let them know you care about them beyond just selling them something.  And you do that by:O.K., here goes…  Once your customers know you understand what they're going through and what makes them “tick”… the next thing you need to do is let them know you care about them beyond just selling them something.  And you do that by:

2. Being sympathetic to them. Being sympathetic to them. 

See, where See, where empathyempathy shows your buyers you can feel their pain and frustration… being  shows your buyers you can feel their pain and frustration… being sympatheticsympathetic shows you’re concerned about them as people, in general. shows you’re concerned about them as people, in general.

And here’s where understanding a little human psychology comes in handy.  See, people tend to apply one trait or one aspect of someone’s personality… to And here’s where understanding a little human psychology comes in handy.  See, people tend to apply one trait or one aspect of someone’s personality… to all all aspects of their personality.aspects of their personality.

So if you’re a realtor, for example, and your buyer feels you understand how frustrating it is to be looking for a new home… and then they “sense” you So if you’re a realtor, for example, and your buyer feels you understand how frustrating it is to be looking for a new home… and then they “sense” you alsoalso genuinely care about them moving into the  genuinely care about them moving into the rightright home… they will basically do whatever you suggest, for the remainder of your selling process. home… they will basically do whatever you suggest, for the remainder of your selling process.

See, once they know you understand their situation… and you care about them beyond their credit card or your commission check, this enhances your position as a trusted advisor who’s coming from a position of respected authority.See, once they know you understand their situation… and you care about them beyond their credit card or your commission check, this enhances your position as a trusted advisor who’s coming from a position of respected authority.

At this point, your customer will At this point, your customer will nevernever look at you as merely a sales person, ever again.  And… look at you as merely a sales person, ever again.  And…

They will buy from you and They will buy from you and 
refer business to you… over and over again! refer business to you… over and over again!

Once your prospects see you in this light… the amount of business they’re willing to do with you is Once your prospects see you in this light… the amount of business they’re willing to do with you is infiniteinfinite!  You see, top sales people know selling !  You see, top sales people know selling isn’tisn’t about themselves, it’s about helping their customers. about themselves, it’s about helping their customers.

The problem is, it doesn’t matter The problem is, it doesn’t matter howhow sincere you are.  What matters is, how sincere your customers  sincere you are.  What matters is, how sincere your customers believebelieve you are. you are.

Read this last sentence over again and say it out loud.  It’s THAT important.  Do this now, I’ll wait.Read this last sentence over again and say it out loud.  It’s THAT important.  Do this now, I’ll wait.

Did you say it out loud?Did you say it out loud?

You did?You did?

O.K., great.O.K., great.

So now you need to know the So now you need to know the easiesteasiest way of showing your buyers you really do care about them, and that is, by… way of showing your buyers you really do care about them, and that is, by…

Addressing as many of their objections as possible.Addressing as many of their objections as possible.

You see, letting your customers know you’re aware of their potential objections to buying, and then dealing with each one of them on an individual basis, really and truly puts them even You see, letting your customers know you’re aware of their potential objections to buying, and then dealing with each one of them on an individual basis, really and truly puts them even moremore at ease. at ease.

And just so you know, there are only four reasons why people And just so you know, there are only four reasons why people don’t don’t buy.  Which means your prospect’s objections are all going to revolve around one of these four reasons, so keep them in mind when you're writing your sales and marketing materials:buy.  Which means your prospect’s objections are all going to revolve around one of these four reasons, so keep them in mind when you're writing your sales and marketing materials:

4 Reasons Why Your Prospects Won’t Buy:4 Reasons Why Your Prospects Won’t Buy:

• They don’t believe your claims.They don’t believe your claims.
• They don’t trust you as a person.They don’t trust you as a person.
• How you attracted them in the first place isn’t congruent with what you’re ultimately trying to sell them.  Or…How you attracted them in the first place isn’t congruent with what you’re ultimately trying to sell them.  Or…
• They don’t believe in themselves and their ability to do what you’re telling them you can help them do.They don’t believe in themselves and their ability to do what you’re telling them you can help them do.

And see, when you address your prospect’s objections… when you help them deal with all the obstacles in their life that typically prevent them from doing whatever it is you’re offering… you’re basically taking them by the hand and walking them through your entire buying process, step-by-step. And see, when you address your prospect’s objections… when you help them deal with all the obstacles in their life that typically prevent them from doing whatever it is you’re offering… you’re basically taking them by the hand and walking them through your entire buying process, step-by-step. 

You’ve then removed all their perceived barriers to success.You’ve then removed all their perceived barriers to success.

And how much more confidence do you think they’re going to have in you, and in your ability to And how much more confidence do you think they’re going to have in you, and in your ability to deliverdeliver, after you do this?, after you do this?

LOADS!LOADS!

They’ll believe in you maybe even They’ll believe in you maybe even moremore than they believe in themselves at this point.  But that’s O.K., because guess what? than they believe in themselves at this point.  But that’s O.K., because guess what?

This means… they’ll buy from you!This means… they’ll buy from you!

And that’s what selling, and being in business is all about, isn’t it?And that’s what selling, and being in business is all about, isn’t it?

Of course.Of course.

Oh, and by the way, there are Oh, and by the way, there are twotwo a very unique, very specific tests I’ve developed that you can perform on any piece of copy or marketing you write, that lets you  a very unique, very specific tests I’ve developed that you can perform on any piece of copy or marketing you write, that lets you instantlyinstantly know whether or not you’re doing a good job “speaking” with your prospects, or whether you’re just “rambling on” aimlessly. know whether or not you’re doing a good job “speaking” with your prospects, or whether you’re just “rambling on” aimlessly.

I’ve never seen them discussed before, and I’ve been writing sales copy… and studying writing copy and direct-marketing I’ve never seen them discussed before, and I’ve been writing sales copy… and studying writing copy and direct-marketing religiously,religiously, since March of 2000.  And I’ll tell you how you can get the scoop on both of these tests in just one minute. since March of 2000.  And I’ll tell you how you can get the scoop on both of these tests in just one minute.

But right now, let’s take a little “breather” here, and recap everything we just discussed, because we’ve actually covered quite a lot, in a short period of time.  We learned that:But right now, let’s take a little “breather” here, and recap everything we just discussed, because we’ve actually covered quite a lot, in a short period of time.  We learned that:

• Different people have different challenges or even “hang ups,” when it comes to selling.Different people have different challenges or even “hang ups,” when it comes to selling.  And…  And…
• These challenges typically make selling — These challenges typically make selling — especiallyespecially selling in print –  selling in print – extremelyextremely frustrating, and in some cases… almost futile. frustrating, and in some cases… almost futile.

We also discovered, if you want to We also discovered, if you want to dramaticallydramatically increase your sales, you need to do certain things in your marketing and in your sales copy, so your buyers will start looking at you like increase your sales, you need to do certain things in your marketing and in your sales copy, so your buyers will start looking at you like a a  real personreal person who cares about them — NOT like a greedy sales person who wants to take the money and run.  Here’s a list of these things: who cares about them — NOT like a greedy sales person who wants to take the money and run.  Here’s a list of these things:

1. When you’re selling in print, you only want to ask your buyers to do ONE thing at a time.When you’re selling in print, you only want to ask your buyers to do ONE thing at a time.
2. Focus on the VALUE of what you’re giving, instead of the money you’re asking for… ALWAYS gives you much better results.Focus on the VALUE of what you’re giving, instead of the money you’re asking for… ALWAYS gives you much better results.    EspeciallyEspecially when you’re sitting down and translating these thoughts into actual words on paper that are going to do your selling for you. when you’re sitting down and translating these thoughts into actual words on paper that are going to do your selling for you.
3. Your customers don’t like dealing with sales people.Your customers don’t like dealing with sales people.  They   They stronglystrongly prefer dealing with consumer advocates and knowledgeable, trusted advisors over sales people, any day. prefer dealing with consumer advocates and knowledgeable, trusted advisors over sales people, any day.
4. To become a trusted advisor instead of merely another sales person, you To become a trusted advisor instead of merely another sales person, you mustmust position yourself as a knowledgeable authority figure. position yourself as a knowledgeable authority figure.
5. “Talking” back and forth with your buyers – “Talking” back and forth with your buyers – especiallyespecially in print – is  in print – is alwaysalways the  the most effectivemost effective way of communicating with your buyers.   way of communicating with your buyers.  And by “most effective,” I mean, “makes you the most amount of money.”And by “most effective,” I mean, “makes you the most amount of money.”
6. Simply telling your customer “It’s not your fault,” will NOT make you more money.Simply telling your customer “It’s not your fault,” will NOT make you more money.
7. The most The most importantimportant thing you can do, that’ll make you more money than  thing you can do, that’ll make you more money than anythinganything else… is to immediately start showing more empathy towards your buyers. else… is to immediately start showing more empathy towards your buyers.
8. Being Being sympatheticsympathetic to your customer’s objections, turns into more sales for you, because it shows them you care about them as people – which is all anyone  to your customer’s objections, turns into more sales for you, because it shows them you care about them as people – which is all anyone reallyreally wants to know before they buy from you. wants to know before they buy from you.  And lastly…   And lastly… 
9. There are four reasons why prospects don’t buy from you.There are four reasons why prospects don’t buy from you.

There are actually 32 of these very simple “Guidelines” you need to follow when you’re selling.  (Not including the two copywriting “tests” I mentioned earlier.) There are actually 32 of these very simple “Guidelines” you need to follow when you’re selling.  (Not including the two copywriting “tests” I mentioned earlier.) 

Each one of these guidelines gives you two or three subtleties that make your marketing messages work Each one of these guidelines gives you two or three subtleties that make your marketing messages work incrediblyincredibly effectively.  And once you  effectively.  And once you knowknow these guidelines… you’ll have absolutely  these guidelines… you’ll have absolutely NONO problem gaining your buyers trust and being perceived as a real person. problem gaining your buyers trust and being perceived as a real person.

Four Experiences You MUST Give Your Prospects Four Experiences You MUST Give Your Prospects 
To Covert Them Into Long-Term Buyers To Covert Them Into Long-Term Buyers

Now before I wrap up, I just want to cover one more thing.  The truth is, before Now before I wrap up, I just want to cover one more thing.  The truth is, before anyoneanyone will buy something from you — there are  will buy something from you — there are fourfour deep seeded, secret emotional “triggers” your prospects have to experience. deep seeded, secret emotional “triggers” your prospects have to experience.

If your prospects don’t experience, quite literally — If your prospects don’t experience, quite literally — all four of these thingsall four of these things… you … you willwill  notnot make a sale.  These four things are: make a sale.  These four things are:

1. They have to They have to believebelieve you. you.  Prospects simply won’t buy, unless they believe the promises and claims you’ve made, are real.  Prospects simply won’t buy, unless they believe the promises and claims you’ve made, are real.
2. They have to They have to trusttrust you.  you. Meaning, they have to trust you Meaning, they have to trust you asas  aa  personperson before they will ever buy anything from you.  before they will ever buy anything from you. 

Make sure you understand this because it is Make sure you understand this because it is incredibly incredibly important… and powerful.  What I’m saying here is that important… and powerful.  What I’m saying here is that even if they believe your claims are true… if you haven’t done enough to gain their trust, as one human being to another… you WILL NOT MAKE a sale.  even if they believe your claims are true… if you haven’t done enough to gain their trust, as one human being to another… you WILL NOT MAKE a sale.  Before anyone will Before anyone will everever give you even one thin dime… give you even one thin dime…

You must FIRST be perceived as “a real person.”You must FIRST be perceived as “a real person.”

3. They must They must likelike you. you.  Customers will NOT give you money unless they like you.   Customers will NOT give you money unless they like you. 

This has more to do with who you are… how you say things, and how “at ease” you are when you’re saying them… and how much you’re interested in delivering value, versus selling them something.This has more to do with who you are… how you say things, and how “at ease” you are when you’re saying them… and how much you’re interested in delivering value, versus selling them something.

There are specific steps you There are specific steps you mustmust take, to GUARANTEE your customers will like you.   take, to GUARANTEE your customers will like you.  Unfortunately, I can also guarantee there are specific things you’re unknowingly doing right now, which guarantee your prospects will NEVER like you, and therefore never BUY from you, either.Unfortunately, I can also guarantee there are specific things you’re unknowingly doing right now, which guarantee your prospects will NEVER like you, and therefore never BUY from you, either.

4. They must be They must be interestedinterested in you. in you.  For the most part, this has to do with your sales copy and how compelling it is.   For the most part, this has to do with your sales copy and how compelling it is. 

However, there are also another four things people do in their sales copy… and if you do any one of However, there are also another four things people do in their sales copy… and if you do any one of thesethesefour things, it guarantees you, with 100% certainty, your buyers will four things, it guarantees you, with 100% certainty, your buyers will NOT NOT be interested in you, and therefore, they will not buy, either.  (I’ll tell you how you can get your hands on these four things in just a second.)be interested in you, and therefore, they will not buy, either.  (I’ll tell you how you can get your hands on these four things in just a second.)

Now here’s what’s most important out of all of this:Now here’s what’s most important out of all of this:

NO ONE will believe you, trust you, like you, or be interested in you… unless they believe you are “for real” in the first place.  NO ONE will believe you, trust you, like you, or be interested in you… unless they believe you are “for real” in the first place.  And at this point, if you are thinking…And at this point, if you are thinking…

“Craig, I Want To Get My Hands On MORE Of This Information, Because This Stuff Is CLEARLY Going To Increase My Conversions… Multiply My Sales… And Make Me A LOT More Money Overall!”“Craig, I Want To Get My Hands On MORE Of This Information, Because This Stuff Is CLEARLY Going To Increase My Conversions… Multiply My Sales… And Make Me A LOT More Money Overall!”

… Then you’re in luck. Because I recently put on a special, one-time only audio Copywriting Workshop called “Keepin’ It Real.”   The material I covered on this call, is designed to make you … Then you’re in luck. Because I recently put on a special, one-time only audio Copywriting Workshop called “Keepin’ It Real.”   The material I covered on this call, is designed to make you soso real… the next time you’re selling in print, your prospects will practically be able to “feel” your presence, right there beside them. real… the next time you’re selling in print, your prospects will practically be able to “feel” your presence, right there beside them.

This workshop takes you through the This workshop takes you through the “5 Copywriting & Marketing Strategies That Make You A REAL Person… And Make You A Small Fortune!”“5 Copywriting & Marketing Strategies That Make You A REAL Person… And Make You A Small Fortune!”… and it is … and it is PACKEDPACKED with nearly 3 hours of fresh, new content. Here’s just a very small sampling of what’s on this call,  with nearly 3 hours of fresh, new content. Here’s just a very small sampling of what’s on this call, which reveals — probably for the first time ever– the inside scoop behind the 5 Cornerstone Concepts to being real:which reveals — probably for the first time ever– the inside scoop behind the 5 Cornerstone Concepts to being real:

"Craig is a master of persuasion… while maintining ethics and integrity…""Craig is a master of persuasion… while maintining ethics and integrity…"

“As usual, Craig has you wide-eyed with wonder throughout the entire set of calls. He reveals copywriting techniques I've never heard anyone discuss before – and frankly, I don't think anyone has discussed these things because I'd imagine there aren't many people who are even aware of them.“As usual, Craig has you wide-eyed with wonder throughout the entire set of calls. He reveals copywriting techniques I've never heard anyone discuss before – and frankly, I don't think anyone has discussed these things because I'd imagine there aren't many people who are even aware of them.

Once you understand how to stir emotions in your buyers – and you WILL know how to do this after listening to these calls – you can do things virtually NONE of your competitors can do. Once you understand how to stir emotions in your buyers – and you WILL know how to do this after listening to these calls – you can do things virtually NONE of your competitors can do. Because as you know, ALL buying decisions are based on emotion. And once you know how to move people at a guttural level, they will “hear” what you're saying, way above the din of everyone else.Because as you know, ALL buying decisions are based on emotion. And once you know how to move people at a guttural level, they will “hear” what you're saying, way above the din of everyone else.

After listening and then re-listening to these calls, it's easy to understand how Craig forges such tight relationships with his buyers, and how he gets them to give him money, over and over again, for years on end.After listening and then re-listening to these calls, it's easy to understand how Craig forges such tight relationships with his buyers, and how he gets them to give him money, over and over again, for years on end.

I’m looking forward to putting these strategies to use in my own business. And I’m looking forward to putting these strategies to use in my own business. And Craig has laid everything out (including examples) in an easy-to-understand and systematic manner that lets you do this very easily.Craig has laid everything out (including examples) in an easy-to-understand and systematic manner that lets you do this very easily.

The workbook alone is worth five times the price of the entire workshop, let alone the content of the calls themselves. The workbook alone is worth five times the price of the entire workshop, let alone the content of the calls themselves. Craig is a master of persuasion, and the fact that you can do all these things while maintaining your ethics and integrity, means everybody wins.Craig is a master of persuasion, and the fact that you can do all these things while maintaining your ethics and integrity, means everybody wins.

If you write copy and you want to create long-term and HIGHLY profitable relationships with your list and your buyers, then you MUST order this workshop and start listening to it right away.” If you write copy and you want to create long-term and HIGHLY profitable relationships with your list and your buyers, then you MUST order this workshop and start listening to it right away.” Mike Miget – St. Louis, Missouri”  Mike Miget – St. Louis, Missouri”  

"Everything I'd hoped it would be, and more.""Everything I'd hoped it would be, and more."

“Craig’s training Wednesday night on “Keepin’ It Real” was everything I’d hoped it would be, and more.“Craig’s training Wednesday night on “Keepin’ It Real” was everything I’d hoped it would be, and more.

He He reallyreally delivered, and I feel sorry for anyone who missed it. I appreciated Craig’s direct, down-to-earth approach. delivered, and I feel sorry for anyone who missed it. I appreciated Craig’s direct, down-to-earth approach.

Concepts were clearly, succinctly yet thoroughly presented. I think people are getting sick of, and numb to, the over-the-top “hypey” approach of many of today’s internet marketers.Concepts were clearly, succinctly yet thoroughly presented. I think people are getting sick of, and numb to, the over-the-top “hypey” approach of many of today’s internet marketers.

Craig’s approach is a breath of fresh air and fits really well for businesses that desire to grow their customer base from a position of integrity. Thanks again to Craig for being so generous with his time. The 4.5 hours FLEW by!”   Craig’s approach is a breath of fresh air and fits really well for businesses that desire to grow their customer base from a position of integrity. Thanks again to Craig for being so generous with his time. The 4.5 hours FLEW by!”   Catherine White – Palatine, ILCatherine White – Palatine, IL

Get Keepin' It Real Copywriting Workshop – Craig Garber, Only Price $42

Concept # 1: PsychologyConcept # 1: Psychology

We’ll dissect buyers psychology, and perhaps surprisingly… elements of your own psychology that impact your ability to be real and sell in print.  Here’s just some of what you’ll discover:We’ll dissect buyers psychology, and perhaps surprisingly… elements of your own psychology that impact your ability to be real and sell in print.  Here’s just some of what you’ll discover:

• 7 Issues Sellers — yes, YOU — 7 Issues Sellers — yes, YOU — mustmust overcome overcome if you want to be able to sell effectively and let go of any preconceived notions or “awkward” feelings you have about selling. if you want to be able to sell effectively and let go of any preconceived notions or “awkward” feelings you have about selling.
• The “600-pound Deadlift Story!”The “600-pound Deadlift Story!”  This allows you to break through virtually any communication barriers standing in your way.  This allows you to break through virtually any communication barriers standing in your way.
• 6 Stubborn traits of buyers you MUST overcome, and how to 6 Stubborn traits of buyers you MUST overcome, and how to quicklyquickly and  and easilyeasily do this! do this!
• 2 “supposed” buyer objections most people mistakenly waste 2 “supposed” buyer objections most people mistakenly waste tonstons of time writing sales copy to try and overcome – even though these are actually COMPLETE non-issues.   of time writing sales copy to try and overcome – even though these are actually COMPLETE non-issues.  Without this information you will continue wasting HUNDREDS of hours of your time on these 2 items, getting Without this information you will continue wasting HUNDREDS of hours of your time on these 2 items, getting absolutelyabsolutely  nothingnothing in return. in return.
• The 3 Most common and costly mistakes you make when it comes to contacting your buyers, and how to fix them.The 3 Most common and costly mistakes you make when it comes to contacting your buyers, and how to fix them.
• The ONLY 2 factors that determine the quality of The ONLY 2 factors that determine the quality of anyany relationship, and how to improve them. relationship, and how to improve them.  Knowing this is like getting the set of keys to your buyers’ “emotional buying vault.”   Knowing this is like getting the set of keys to your buyers’ “emotional buying vault.” 
• 5 things you MUST be consistent with, when speaking to your customers and prospects.5 things you MUST be consistent with, when speaking to your customers and prospects.  Deviate from   Deviate from any any one of them and it one of them and it immediatelyimmediately starts costing you — big time! starts costing you — big time!
• An old-fashioned way of doing things, that An old-fashioned way of doing things, that instantlyinstantly attracts new customers to you. attracts new customers to you.  (And… 6   (And… 6 new new ways of using this technique, so you’re not missing out!)ways of using this technique, so you’re not missing out!)
• A HUGE common mistake people make when it comes to confidence, that costs you money every single time you make it!A HUGE common mistake people make when it comes to confidence, that costs you money every single time you make it!
• This subtle difference between This subtle difference between servingserving your customers… and getting completely  your customers… and getting completely abusedabused by your customers, often sneaks up on you.  And before you know it… it completely consumes your life! by your customers, often sneaks up on you.  And before you know it… it completely consumes your life!  Find out what this difference is, and how to avoid it — so you can stop kow-towing to your customers and instead start   Find out what this difference is, and how to avoid it — so you can stop kow-towing to your customers and instead start re-claimingre-claiming your dignity and the respect you deserve. your dignity and the respect you deserve.
• How to GUARANTEE your customers and clients chase How to GUARANTEE your customers and clients chase youyou down, by letting your sales process do all the work for you! down, by letting your sales process do all the work for you!   (Instead of doing all the chasing and doing FAR too much work, like most people!)   (Instead of doing all the chasing and doing FAR too much work, like most people!)

Concept # 2: How To “Prove” You Are RealConcept # 2: How To “Prove” You Are Real

When it comes to selling, perception is reality.  Like I said earlier, it really doesn’t matter whether you’re the most righteous, real person on God’s Green Earth.  The ONLY thing that matters is whether or not your buyers When it comes to selling, perception is reality.  Like I said earlier, it really doesn’t matter whether you’re the most righteous, real person on God’s Green Earth.  The ONLY thing that matters is whether or not your buyers perceiveperceive you as being the real deal,  you as being the real deal, oror… do they perceive you as just another person in a … do they perceive you as just another person in a veryvery long line of people who wants to take their money and then disappear? long line of people who wants to take their money and then disappear?

There are over 24 strategies in this section that let you create a very solid, There are over 24 strategies in this section that let you create a very solid, very strong perceptionvery strong perception which shows you’re  which shows you’re notnot like this.  Instead, it “proves” you are an honest, genuine person.  Things like: like this.  Instead, it “proves” you are an honest, genuine person.  Things like:

• 3 Strategies that show you how to keep your buyers sticking with you over the long-haul.3 Strategies that show you how to keep your buyers sticking with you over the long-haul.  Frankly, these strategies have made me a small fortune.  They are the reason why most people stick around and continue paying me, FAR longer than virtually anyone else they deal with.  Frankly, these strategies have made me a small fortune.  They are the reason why most people stick around and continue paying me, FAR longer than virtually anyone else they deal with.
• 20 different things to say to your buyers, that create long-term chemistry, and 5 things you must 20 different things to say to your buyers, that create long-term chemistry, and 5 things you must NEVERNEVER say unless you’ve fulfilled a certain obligation already. say unless you’ve fulfilled a certain obligation already.
• The one story you can tell that The one story you can tell that always attracts new customers and clientsalways attracts new customers and clients, and never gets old for your existing, and never gets old for your existing  ones.ones.
• A simple copywriting technique virtually NO ONE uses, even though it gives you almost A simple copywriting technique virtually NO ONE uses, even though it gives you almost limitlesslimitless control over your prospects. control over your prospects.
• Most people mistakenly believe when they sit down and write a sales letter, their job is to create “want.”Most people mistakenly believe when they sit down and write a sales letter, their job is to create “want.”  That if you tap into all the “want” that’s out there in the marketplace, it’ll turn into dollars in your pockets.  That if you tap into all the “want” that’s out there in the marketplace, it’ll turn into dollars in your pockets.

Right?Right?

Well, let me be the first person to tell you…Well, let me be the first person to tell you…

Nothing… could be further… from the truth!Nothing… could be further… from the truth!

Once you understand what your Once you understand what your realreal job is, you can save thousands of what will otherwise continue to be  job is, you can save thousands of what will otherwise continue to be wastedwasted hours, and instead start profiting from the  hours, and instead start profiting from the ONLYONLY thing you  thing you shouldshould be doing when you’re trying to sell.  be doing when you’re trying to sell. 

And there’s more — you’ll also discover:And there’s more — you’ll also discover:

• 8 simple ways to create a very direct, very personal “connection” with your readers8 simple ways to create a very direct, very personal “connection” with your readers
• Five forms of media that prove you’re real.Five forms of media that prove you’re real.
• 9 topics to talk about that position you as an authority figure and a leader.9 topics to talk about that position you as an authority figure and a leader.  When people look up to you as a leader, you’re automatically presumed to be sincere.  When people look up to you as a leader, you’re automatically presumed to be sincere.
• A critical item, that attracts buyers to you like bees are attracted to honey!  A critical item, that attracts buyers to you like bees are attracted to honey!  I'll also give you 9 extra "customer attraction magnets" to get you started, I'll also give you 9 extra "customer attraction magnets" to get you started, immediatelyimmediately!!
• There are 3 very common, yet incredibly devastating things you must There are 3 very common, yet incredibly devastating things you must NEVERNEVER say to your buyers, readers, prospects, or  say to your buyers, readers, prospects, or ANYONEANYONE for that matter… if you  for that matter… if you everever want to be perceived as a real person. want to be perceived as a real person.  In fact, if you say ANY one of these three things, you will alienate your buyers on a deep subconscious level,   In fact, if you say ANY one of these three things, you will alienate your buyers on a deep subconscious level, immediatelyimmediately.  You’ll find out what they are on this call!.  You’ll find out what they are on this call!
• If you are a consultant or if you provide any kind of service… there is one simple thing you can do… that eliminates virtually 100% of all the typical client aggravation you ordinarily have to put up with.If you are a consultant or if you provide any kind of service… there is one simple thing you can do… that eliminates virtually 100% of all the typical client aggravation you ordinarily have to put up with.  Yet, 99% of all service providers in this situation are   Yet, 99% of all service providers in this situation are completelycompletely unaware of this amazingly easy process.  However, you’ll be a  unaware of this amazingly easy process.  However, you’ll be a mastermaster at it, after this call. at it, after this call.

Concept # 3: Being Real And Your Sales ProcessConcept # 3: Being Real And Your Sales Process

In this part of the workshop, you’ll get an overview of the entire selling process in 2 simple diagrams, where you’ll uncover:In this part of the workshop, you’ll get an overview of the entire selling process in 2 simple diagrams, where you’ll uncover:

• ExactlyExactly when “rapport” starts and what goes into generating rapport. when “rapport” starts and what goes into generating rapport.  (There are specific behaviors that determine the amount of, and the kind of rapport you’re going to have with your customers.)  (There are specific behaviors that determine the amount of, and the kind of rapport you’re going to have with your customers.)
• The two towers of trust: Credibility and Believability, and the difference between themThe two towers of trust: Credibility and Believability, and the difference between them
• You’ll also uncover the “Rapport-Building Format” for success!You’ll also uncover the “Rapport-Building Format” for success!
• And lastly, you’ll discover the 3 things you And lastly, you’ll discover the 3 things you mustmust do, to make sure your buyers listen to your “call to action.” do, to make sure your buyers listen to your “call to action.”  (Your “call to action” is the action you are trying to get your customer or client to take.)  (Your “call to action” is the action you are trying to get your customer or client to take.)

Concept # 4:  32 Do’s And Don’ts Of Being RealConcept # 4:  32 Do’s And Don’ts Of Being Real

In this part of the workshop, you’ll get the inside scoop on the specific set of guidelines you must follow, that give you lasting trust and rapport between you and your customers. In this part of the workshop, you’ll get the inside scoop on the specific set of guidelines you must follow, that give you lasting trust and rapport between you and your customers. 

If you follow these guidelines, your prospects and buyers will love, adore, and respect you, and If you follow these guidelines, your prospects and buyers will love, adore, and respect you, and mostmostimportant… important… they will trust you and buy from you, over and over again!they will trust you and buy from you, over and over again!  Here’s a brief rundown on just some of the strategies you’ll discover:  Here’s a brief rundown on just some of the strategies you’ll discover:

• The one marketing mistake that The one marketing mistake that immediatelyimmediately destroys your customer relationship!  Sadly, I see people making this common mistake, every day. destroys your customer relationship!  Sadly, I see people making this common mistake, every day.
• A common copywriting strategy that actually misleads and A common copywriting strategy that actually misleads and disappointsdisappoints your buyers. your buyers.
• 3 things you need to do, to create a “wow” experience for your buyers3 things you need to do, to create a “wow” experience for your buyers
• How to make sure you’re not “intimidating” your buyersHow to make sure you’re not “intimidating” your buyers by making them think you’re trying to  by making them think you’re trying to sellsell them something, instead of trying to  them something, instead of trying to helphelp them. them.
• Another common copywriting mistake (which is Another common copywriting mistake (which is incrediblyincredibly easy to avoid) that is costing you a  easy to avoid) that is costing you a LOTLOT of money, even right now as we’re speaking. of money, even right now as we’re speaking.  And the thing is, this mistake is most typically made by more   And the thing is, this mistake is most typically made by more experiencedexperienced marketers and entrepreneurs,  marketers and entrepreneurs, notnot newbies! newbies!
• The one big problem with most testimonials!The one big problem with most testimonials!  (Hint: it has   (Hint: it has nothingnothing at all to do with presentation, length, or content.)   at all to do with presentation, length, or content.)  
• A critical type of testimonial you must present, that creates A critical type of testimonial you must present, that creates almostalmost “instant” trust, and makes you a  “instant” trust, and makes you a veryvery real person. real person.
• An empowering secret about “thoughts” and how to leverage them.An empowering secret about “thoughts” and how to leverage them.
• A critical emotional buy-button you can push, that gets people more open to dealing with you than perhaps A critical emotional buy-button you can push, that gets people more open to dealing with you than perhaps anythinganything else! else!
• 2 keys to making your presentation “easy on the eyes”2 keys to making your presentation “easy on the eyes”
• The secret to winning, when it comes to persuasion.The secret to winning, when it comes to persuasion.  Most people don’t do this, and instead wind up coming off like a bull in a china shop.  And in fact, this is not only the secret to winning in sales, but it’s the key to winning   Most people don’t do this, and instead wind up coming off like a bull in a china shop.  And in fact, this is not only the secret to winning in sales, but it’s the key to winning anyany kind of negotiation you’re ever involved with! kind of negotiation you’re ever involved with!
• A big personal problem most marketers foolishly “dump” in their customer’s laps, that makes selling, A big personal problem most marketers foolishly “dump” in their customer’s laps, that makes selling, almostalmost impossible! impossible!
• How to know when you’re being “too friendly” in a sales letter.How to know when you’re being “too friendly” in a sales letter.  Remember, being friendly is good, but being “too friendly” crosses a very   Remember, being friendly is good, but being “too friendly” crosses a very realreal boundary that exists between all sales people and their customers.   boundary that exists between all sales people and their customers.  
• 5 Very common phrases marketers use that psychologically turn your buyers “off,” as soon as you say them. 5 Very common phrases marketers use that psychologically turn your buyers “off,” as soon as you say them. (And what to say, instead, that positions you as a trusted authority!)(And what to say, instead, that positions you as a trusted authority!)

Concept # 5: Secret Writing TechniquesConcept # 5: Secret Writing Techniques
 And… Magic Words That Make You Real! And… Magic Words That Make You Real!

In this section I’m pulling the curtain back to reveal all the copywriting tricks I’ve learned during the last 11 years.  You’ll discover how to write copy that gets your buyers In this section I’m pulling the curtain back to reveal all the copywriting tricks I’ve learned during the last 11 years.  You’ll discover how to write copy that gets your buyers involvedinvolved… that gets them to trust you … that gets them to trust you implicitlyimplicitly… and makes them just “sense” you are a salt-of-the earth, genuine caring soul.… and makes them just “sense” you are a salt-of-the earth, genuine caring soul.

Here’s a small sampling of what we’re going to cover on this part of the call:Here’s a small sampling of what we’re going to cover on this part of the call:

• Why telling someone you want them to come in for a free consultation… a free estimate… or a free inspection… is the kiss of death!Why telling someone you want them to come in for a free consultation… a free estimate… or a free inspection… is the kiss of death!  Find out what to say instead, that’ll have more clients barreling through your doors, than you’ve ever imagined!    Find out what to say instead, that’ll have more clients barreling through your doors, than you’ve ever imagined!  
• Most people are foolishly concerned about making sure their buyers know “how smart they are.”Most people are foolishly concerned about making sure their buyers know “how smart they are.”  The truth is, this is perhaps the most   The truth is, this is perhaps the most detrimentaldetrimental thing you can do when it comes to building rapport with your buyers.  You’ll find out why, and what to do, instead. thing you can do when it comes to building rapport with your buyers.  You’ll find out why, and what to do, instead.
• In what may be the most important part of the entire workshop, you’ll learn “How To Help Your Buyers Believe In Themselves.”In what may be the most important part of the entire workshop, you’ll learn “How To Help Your Buyers Believe In Themselves.”  If you can get your buyers to believe in themselves, you’ll have overcome one of the   If you can get your buyers to believe in themselves, you’ll have overcome one of the mostmost important obstacles you’ll  important obstacles you’ll everever encounter. encounter.
• Language experts estimate up to 90% of what you’re saying, is communicated based on your non-verbal cues.Language experts estimate up to 90% of what you’re saying, is communicated based on your non-verbal cues.  In print, you lose this ability to communicate non-verbally.  Or do you?  You’ll discover 8 different ways to create varying “tones” in your voice, and how to use these strategies to get maximum leverage out of them.   In print, you lose this ability to communicate non-verbally.  Or do you?  You’ll discover 8 different ways to create varying “tones” in your voice, and how to use these strategies to get maximum leverage out of them. 
• You’ll also uncover 7 simple strategies to create massive believability with your buyers.  You’ll also uncover 7 simple strategies to create massive believability with your buyers.  One of these strategies netted me a fast $15,000 early on in my career — and I’ll share it with you on this call!One of these strategies netted me a fast $15,000 early on in my career — and I’ll share it with you on this call!
• Why making hype-filled exaggerated claims is actually costing you a pretty penny!  Why making hype-filled exaggerated claims is actually costing you a pretty penny!  
• The very The very best best kinds of promises to make!kinds of promises to make!
• If you want to be perceived as a real person, there is one habit you must “check” at the doorIf you want to be perceived as a real person, there is one habit you must “check” at the door, before you start speaking to your buyers, and I won’t mince words about it, either., before you start speaking to your buyers, and I won’t mince words about it, either.
• How to use How to use humorhumor in your sales letters and communication. in your sales letters and communication.  There   There isis a  a veryvery effective way of doing this, but be careful here, because people are  effective way of doing this, but be careful here, because people are dead seriousdead serious when it comes to spending money!  Most people forget this, and as a result… they screw this up, royally! when it comes to spending money!  Most people forget this, and as a result… they screw this up, royally!
• How to choose the right “voice” to write your sales letters or ads in.How to choose the right “voice” to write your sales letters or ads in.  (If you’re always writing from yourself, you are definitely missing out.)  (If you’re always writing from yourself, you are definitely missing out.)
• A major “slip” most people make when writing copy, that A major “slip” most people make when writing copy, that completelycompletely de-personalizes anything you’re saying. de-personalizes anything you’re saying.  Besides “being boring,” this is the one other “Cardinal Sin” you don’t ever want to commit!  Besides “being boring,” this is the one other “Cardinal Sin” you don’t ever want to commit!
• A simple strategy that makes you a LOT more believable, and increases sales, almost A simple strategy that makes you a LOT more believable, and increases sales, almost immediatelyimmediately..  Oh, and this will take you less than 7 minutes to implement!  Oh, and this will take you less than 7 minutes to implement!
• A Very Special “benchmark” test I’ve NEVER seen revealed before!  This test (which I mentioned earlier) shows you DIRECT EVIDENCE of how much you’re engaging your readers. A Very Special “benchmark” test I’ve NEVER seen revealed before!  This test (which I mentioned earlier) shows you DIRECT EVIDENCE of how much you’re engaging your readers. 

Get Keepin' It Real Copywriting Workshop – Craig Garber, Only Price $42

Look, real people have real conversations, and this test shows you Look, real people have real conversations, and this test shows you preciselyprecisely how many real conversations are taking place in your sales letters, display ads, web pages and direct mail. how many real conversations are taking place in your sales letters, display ads, web pages and direct mail.

No one’s EVER discussed this before, and I was very concerned about even revealing this “test,” which will take you less than 7 seconds to perform!  (And I’m not exaggerating one bit here.)No one’s EVER discussed this before, and I was very concerned about even revealing this “test,” which will take you less than 7 seconds to perform!  (And I’m not exaggerating one bit here.)

You’ll also discover 22 phrases and words to say, that will boost your rapport-building results, You’ll also discover 22 phrases and words to say, that will boost your rapport-building results, dramatically!dramatically!

This ONE Section Alone Is Worth TEN TIMES The Price Of Admission To This Workshop!This ONE Section Alone Is Worth TEN TIMES The Price Of Admission To This Workshop!

• How to use “trial closes” to “edge” your buyers closer and closer to a sale!How to use “trial closes” to “edge” your buyers closer and closer to a sale!
• A simple way of controlling your sales process that makes your business, A simple way of controlling your sales process that makes your business, andand your life…  your life… much less stressfulmuch less stressful!!

I’ll even throw in a few important resources for you to use, after the call.  Things to read and people to study who made their living I’ll even throw in a few important resources for you to use, after the call.  Things to read and people to study who made their living solelysolely by being real, and by giving their customers and clients a  by being real, and by giving their customers and clients a lifetimelifetime of real experiences — both  of real experiences — both inin the marketing world and  the marketing world and outout of it, as well. of it, as well.

But That’s Not All You’re Getting!But That’s Not All You’re Getting!

1. Besides this 2 ½ hours “plus” mp3 download, filled with all fresh new content, (a $1,250 Value at my $500 hourly rate)Besides this 2 ½ hours “plus” mp3 download, filled with all fresh new content, (a $1,250 Value at my $500 hourly rate), you’ll also get:, you’ll also get:
2. A 36-page workbook for you to use and follow along with, during the workshop. A 36-page workbook for you to use and follow along with, during the workshop. The workbook is specifically designed for you to fill in the blanks and make notes on it, while you’re listening. This way your experience will have much more of an impact because you’re actually The workbook is specifically designed for you to fill in the blanks and make notes on it, while you’re listening. This way your experience will have much more of an impact because you’re actually involvedinvolved in the learning process itself.   in the learning process itself.  ($47 Value)($47 Value)  
3. You’ll get the full transcript of this workshop, in case you’re more of a visual person, and you prefer reading over listening.You’ll get the full transcript of this workshop, in case you’re more of a visual person, and you prefer reading over listening.  ($47 Value)($47 Value)

But Wait… There’s Still More!But Wait… There’s Still More!

4. After the call, I spent over an HOUR in a heated, rapid-fire Q & A Session, answering LOADS of different questions about the material we covered. After the call, I spent over an HOUR in a heated, rapid-fire Q & A Session, answering LOADS of different questions about the material we covered.   You’ll get the complete mp3 download of this Q & A Session, so you can see   You’ll get the complete mp3 download of this Q & A Session, so you can see exactlyexactly how to use the strategies you just learned.  how to use the strategies you just learned. AndAnd… you’ll also see how to … you’ll also see how to eliminateeliminate all the mistakes you’re currently making in your sales copy, and in all your other client and prospect communication, as well.  all the mistakes you’re currently making in your sales copy, and in all your other client and prospect communication, as well. ($500 Value at my $500 hourly rate)($500 Value at my $500 hourly rate)
5. You’ll also receive the transcript of the Q & A Portion of the call.  You’ll also receive the transcript of the Q & A Portion of the call.  ($47 Value)($47 Value)
6. Bonus: There was SO much material covered on the call, there’s no WAY you’re going to be able to take in everything on your own.   Bonus: There was SO much material covered on the call, there’s no WAY you’re going to be able to take in everything on your own.   So, I’m including a copy of my own personal notes for you to use, to make SURE you’ve got a handle on everything we covered, from A to Z.So, I’m including a copy of my own personal notes for you to use, to make SURE you’ve got a handle on everything we covered, from A to Z.

That’s a total value of $1,938. But you’re not going to have to invest That’s a total value of $1,938. But you’re not going to have to invest nearlynearly that much, to get your hands on this Workshop. that much, to get your hands on this Workshop. In fact, you’re not even going to have to invest  In fact, you’re not even going to have to invest halfhalf this much. In fact… this much. In fact…

You can get all 6 parts of this program — and be listening to them literally in the next five minutes — for only $197!  And you can even make 2 EZ-Payments of $99 eachYou can get all 6 parts of this program — and be listening to them literally in the next five minutes — for only $197!  And you can even make 2 EZ-Payments of $99 each

Look, this is obviously specialized information, and if I were teaching this in a private copywriting workshop, I’d charge no less than $997 to attend.Look, this is obviously specialized information, and if I were teaching this in a private copywriting workshop, I’d charge no less than $997 to attend.

But because of the leverage I’m getting, by teaching this to multiple people at once, via a teleclass… $197 is MORE than a fair investment for you to make. And you’ll also get…But because of the leverage I’m getting, by teaching this to multiple people at once, via a teleclass… $197 is MORE than a fair investment for you to make. And you’ll also get…

This Very Simple Zero-Risk One Year Guarantee:This Very Simple Zero-Risk One Year Guarantee:

My promise to you when you invest in this “Keepin’ It Real Copywriting Workshop," is a simple one: Download and listen to the entire call. Then go through all the other materials… and listen to the Q & A session… and read through the transcripts and dive into the workbooks — not once, but take your time and go through all these items, as many times as you'd like.My promise to you when you invest in this “Keepin’ It Real Copywriting Workshop," is a simple one: Download and listen to the entire call. Then go through all the other materials… and listen to the Q & A session… and read through the transcripts and dive into the workbooks — not once, but take your time and go through all these items, as many times as you'd like.

Listen to it all, go through everything and enjoy the bonuses, too.Listen to it all, go through everything and enjoy the bonuses, too.

Then… keep the material close by, the next time you sit down to write copy or prepare your next sales letter or series of e-mails.  If you’re not able to create a Then… keep the material close by, the next time you sit down to write copy or prepare your next sales letter or series of e-mails.  If you’re not able to create a muchmuch stronger rapport with your buyers… and if you’re not  stronger rapport with your buyers… and if you’re not filledfilled with confidence over your newly found ability to relate to your buyers and create profound, meaningful and long-term  with confidence over your newly found ability to relate to your buyers and create profound, meaningful and long-term profitableprofitable relationships… then simply call my office and let us know. relationships… then simply call my office and let us know.

We’ll send you a prompt and courteous 100% refund, without any hassles.  And take your time – you have up to a year to do this. We’ll send you a prompt and courteous 100% refund, without any hassles.  And take your time – you have up to a year to do this. 

But if my own past results, and the results of my clients are But if my own past results, and the results of my clients are anyany indication… the only reason you’re going to be calling my office… is to let me know… how much  indication… the only reason you’re going to be calling my office… is to let me know… how much fasterfaster you’re converting your prospects into paying customers and clients,  you’re converting your prospects into paying customers and clients, andand… how much more money you’re suddenly making!… how much more money you’re suddenly making!

“Craig, I’m in.  How Can I Get This Workshop?”“Craig, I’m in.  How Can I Get This Workshop?”

Simply click the link in the box below, to order.  Your program will be delivered to you in minutes.Simply click the link in the box below, to order.  Your program will be delivered to you in minutes.

Listen, the truth is… being real is Listen, the truth is… being real is easyeasy to understand… but pretty darn hard to do. to understand… but pretty darn hard to do.

Yet, your customers are absolutely craving it, and even as a consumer, Yet, your customers are absolutely craving it, and even as a consumer, youyou probably are, as well. probably are, as well.

Being real involves a Being real involves a lotlot more than conventional advertising offers – which is why  more than conventional advertising offers – which is why mostmost ads sell nothing — and why even most direct  ads sell nothing — and why even most direct responseresponse ads — barely break even. ads — barely break even.

So ask yourself, “How real am I?”So ask yourself, “How real am I?”

Chances are, you’re probably doing a better job than most people. Chances are, you’re probably doing a better job than most people. 

But… you’re probably nowhere near as real as you’d like to be.But… you’re probably nowhere near as real as you’d like to be.

And that means the relationships you’re forming with your prospects and buyers is And that means the relationships you’re forming with your prospects and buyers is alsoalso nowhere near what it should be.  And therefore… nowhere near what it should be.  And therefore…

Neither is the amount of money you’re earning.Neither is the amount of money you’re earning.

The problem is, “almost real” is like “almost successful.”  The real rewards you’re so doggedly pursuing, only come to you when your customers The problem is, “almost real” is like “almost successful.”  The real rewards you’re so doggedly pursuing, only come to you when your customers knowknow… from the bottom of their toes, to the tips of the hairs on their head… that you’re authentic. … from the bottom of their toes, to the tips of the hairs on their head… that you’re authentic. 

If you want them to buy, your prospects If you want them to buy, your prospects MUSTMUST believe, that when it comes to “ believe, that when it comes to “whateverwhatever” you’re selling… you are the 100% real deal and nothing else.” you’re selling… you are the 100% real deal and nothing else.

If you’re already the real deal, then my hat’s off to you.If you’re already the real deal, then my hat’s off to you.

But if you’re But if you’re notnot… then I’ll look forward to showing you how to … then I’ll look forward to showing you how to becomebecome the real deal, in this exciting new Workshop.  Either way, thanks for reading this, and I wish you nothing but the best of success. the real deal, in this exciting new Workshop.  Either way, thanks for reading this, and I wish you nothing but the best of success.

Get Keepin' It Real Copywriting Workshop – Craig Garber, Only Price $42

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