zfzd private details

On the other hand, sometimes I charge much
more than the standard $15,000. The very last client I worked
for (I just finished the job) had to pay $50,000 up-front...
plus... my 5% commission on sales. Would you like to know why
that client picked me... and... why he paid a hefty $50,000
up-front fee?

I thought so.

As you know, I am often referred to as the
best copywriter in the world. And, as you also know, I would
be the last person to deny the truth of that claim.

But you know what's really true? After you
reach a certain point in your ability to write copy, it
becomes questionable as to whether one guy is a better
"copywriter" than another. When you reach this
point, what really makes you outstanding is how well you
understand what I call...

"Social Engineering"

Here's an example of what I'm talking about: A
woman who does T.V. infomercials accidentally included the
following dialogue in the "call to action" part of
her T.V. show,

"There's a huge demand for this
product. So, if our lines are busy, please keep
calling back. Believe me, this product is so
fantastic, it will be worth whatever time and trouble
you have to go through to place your order."

As it turned out, that verbiage dramatically
increased her sales volume and now she uses it in all
her T.V. infomercials. And now, I also use it often in my
space ads or direct mail letters. That's one example of what I
call "Social Engineering".

It's something most copywriters (even the best
ones in the world) don't think about. On the other hand, when
I create advertising, I find "Social Engineering"
occupying about 90% of my thinking time on a project.