"Free Copywriting Course To Become A Master Copywriter FAST!"

In this free copywriting course you’ll discover a well detailed guide on copywriting. 

I’ve wrote my first sales letter about 7 years ago. And over the years I’ve discovered a lot of good copywriting techniques that you can use when writing any kind of copy, whether it’s an ad, an email, an entire sales letter or something else…

In this post I will try to share everything I can so you can start writing copy like a pro. Copywriting is probably the most important Internet Marketing skill.

Your copywriting skill will improve with practice, just like any other skill. All you need is to follow certain guidelines and apply certain techniques and then practice, and overtime your copywriting skill will improve.

If you use the recommended tools like for example swipe files you’ll be able to write pro-quality copy much faster and easier…

English is not even my first language and I’ve only studied the basics at school… so if I can write good copy so can you.

So now let’s get started…

Copywriting For Beginners

Let’s start with the basics by giving a brief overview about copywriting…

copywriting course

Your copywriting skills is used anytime you’re trying to persuade someone to take a particular action. Typically you’ll either want them to optin to your newsletter or buy a product…

But copywriting techniques aren’t used only in writing. If you make a video to promote a product and you want your viewers to go and check out the product sales page, you’ll use your copywriting skills for the video script.

If you’re selling one-on-one over the phone you’ll also use your copywriting skills. 

But copywriting is generally used in these 3 main mediums or channels…

Ads

An ad is an advertisement you write on someone’s else website to promote something you have. The maximum length of an ad varies depending where you’re going to put it. Typically ads are placed ads on Google Adwords, Facebook, and any other website that allows advertisement.

As you already known anyone with a website can collect the name and email address of potential prospects and build an email list. You can also place an ad in someone’s else email list if they allow it.

If it’s a small ad (3-4 lines or about 60 words) it’s known as a sponsored ad. But some list owners allow you to write an entire email, which they send out to their list. This is known as a solo ad.

The goal of any of these ads is to drive people to your website so they can get whatever you’re promoting.

You don’t necessarily have to promote a paid product… You can advertise a free product like a free checklist, or a free ebook.

You’ll need to do much less persuasion if you’re giving away something for free, but either way you’ll still have to use certain copywriting techniques in order to get prospects to look at your ad and click it to visit your website!

Sales Letters

In order to sell a product or service from your website you’ll need a sales letter. You’ll write and put the sales letter on your own website. The purpose of the sales letter is to convince and persuade a customer to buy a product right away. The sales letter will contain an order form that prospects can use to buy a product.

Email Promotion

When you build an email list you can send them valuable content that they’ll find useful. However you can also write a so called promotional email if you have a valuable product that you want to sell.

The objective of an email promotion is to generate interest for the product you’re selling, so your subscribers click the link in your email and get whatever you’re promoting from your website.

Most of the time you don’t even need to send out email promotions. If you give your email subscribers value you’ll build a strong relationship with them over time. They’ll trust you, and you won’t have to do any persuasion at all whenever you need to recommend a product or service.

For that reason the ability to write ads and sales letters is much more important than email promotions.

Copywriting Techniques

You’ll use and apply general copywriting principles and techniques whenever you’re writing any copy. That’s what I share in this free copywriting course.

However there are other specific copywriting techniques for each one of those 3 main mediums or channels (ads, sales letters or email promotions).

For example if you’re writing a sales letter it’s essential that you use a ‘money back guarantee’ and close it with a ‘call to action’. In fact there’s a specific sales letter template you can follow to write a “killer” sales letter. 

I’ve made another guide on how to write a sales letter, and in it you’ll also find more information about the sales letter template.

When you’re writing ads finds an expert for the platform you’re going to use. For example if you want to put ads on Facebook find a Facebook ad expert to learn the specific copywriting techniques that work best for Facebook ads.

If you need a Facebook Expert I recommend Miles Beckler. Here’s his video about writing ads for Facebook:

The remaining of this guide will give you lots of general copywriting techniques that can be used anytime you’re writing any copy…

General Copywriting Techniques

First let’s start with 3 basic but very important copywriting techniques to use whenever you’re writing any copy.

There are specific techniques you can use when you’re writing practically anything to instantly make your copy easier to read!

It doesn’t matter if it’s a sales letter, article, email, blog post, press release… if you don’t follow these 3 simple guidelines your readers may get annoyed pretty quickly! 

1) Few sentences per paragraph (short paragraphs).

Short paragraphs are easier to read. Each paragraph ideally should have between 4 or less lines. This paragraph has just 2.

2) Fewer words per sentence (short sentences).

Lengthy sentences can also be boring. Keep them short and they’ll be easier to read. Use full stops more often.

Examples:

You want your ideas to be your own creation…
Can be replaced with… Make your ideas your own creation…

I would recommend that you download this ebook right away.
Can be replaced with… I recommend you download this ebook right away.

You can paste your copy in this free tool called Hemingway App and it will highlight all the long sentences you’re using, so you’ll instantly know which ones are too long.

3) Easy to understand words.

Try to avoid difficult to understand words for example, abnegation, laconic, spurious, etc, even if you’re selling to highly educated people like doctors,  psychologists, teachers, etc.

Many people won’t understand them especially if English is not their first language. Write so easy that even a child can understand you. You won’t offend anyone by doing so – what’s important is that they understand the message!

You can replace difficult words, e.g. empirical (use hard evidence, solid proof, unquestionable), frivolity (use fun, silly, nonsense), cogitate (use meditate, reflect, think deeply).

Use Power Words
When Writing Copy

Boring to read sentences will put your prospects to sleep. You want to try to use powerful words or verbs. They are more descriptive, more vibrant, more forceful and they’re usually uncommon so they’re more interesting to read.

So go through your copy and replace normal, plain vanilla words and phrases with power words (also known as magnetic words). Read your copy and If a sentence feels particularly boring or void of feeling, consider using a more powerful word or verb.

Power words will usually shorten long and boring sentences as well. If you cannot think of a replacement word or verb use a thesaurus

Examples:

This ebook doesn’t cost you any money.

Can be replaced with… 

This ebook is absolutely free!

You can cook this recipe in a short amount of time and it’s not very difficult.

Can be replaced with… 

You can cook this recipe quick and easy!

The man ran very fast through the streets.

Can be replaced with…

The man dashed through the streets.

Angela is a lover of Chinese culture.

Can be replaced with…

Angela treasures Chinese culture.

The cannon fired loudly.

Can be replaced with…

The cannon thundered.

She ate noisily.

Can be replaced with…

She gulped down her food.

These and other power words and phrases stimulate the use of the imagination. When a reader is using their imagination they’re more engaged and attentive.

You can see more examples in my other guide about swipe files, and you can download a swipe file containing 77 power words.

Here’s a small list of interesting power words:

Absorb, Blast, Burst, Charge, Crush, Demolish, Deviate, Erase, Expose, Gaze, Hurry, Leap, Stretch, Uncover, Wreck, Zap

Avoid Adverbs

Most adverbs are vague words that have no real meaning. You can either completely remove them from a sentence, or rewrite the sentence and use power words so it’s more precise and clear (and usually more interesting to read).

They usually end with -ly.

Example:

The fox ate quickly.

Can be replaced with the following… 

The fox ate like a ravenous dog… 

The fox chomped down on his food…

Both sentences gives a more clear description of how the fox at, and they’re much less boring to read (which is important to keep your prospect’s attention).

Sometimes adverbs are used with an adjective to modify it. These are usually vague words like very, more, most, highly… and you can re-write the sentence to use a power word and make it more interesting and meaningful.

Example:

The fox is a very angry beast.

Can be replaced with the following… 

The fox is furious…

The fox is outraged…

The fox is enraged…

Sometimes adverbs can be removed completely from a sentence and the sentence will keep it’s meaning. Look out for these type of adverbs and remove them.

Example:

Determine if they’re really needed and simply delete those that aren’t.

Can be replaced with…

Determine if they’re needed and simply delete those that aren’t.

Sometimes adverbs do describe what you want with clarity and meaning. So you might not be able to rewrite the sentence to make it more precise and interesting. So they’re not bad all the time!

Examples:

The new graphics card makes games more vivid and deeply engaging.

You can instantly download this ebook…

You can quickly and easily apply this cream to your face…

Her friend is breathtakingly beautiful.

You can paste your copy in the Hemingway App and it will highlight all the adverbs you’re using. It’s a great way to find all the adverbs you’re using. It’s a free tool and it gives other suggestions for your copy too.

An Important Copywriting Principle

You can’t write any good copy if you don’t know well enough the audience that’s going to read your copy.

The more you know about your prospect’s problems, questions, interests and concerns the easier it will be to write copy that they’ll find interesting.

Before writing any ad, sales letter, email or other type of copy make sure you do enough research to know as much as you can about your prospects. Then writing will be much easier. You’ll know exactly what to tell them to capture their attention…

For instance if you know they have a particular problem you can show empathy with them. This allows you to connect deeper with them making your copy more than just a bunch of words. They’ll start to trust you if you show them you understand their problems.

Earning someone’s trust is important when you’re trying to convince them to take an action. If they trust you, they’re much more likely to buy your product… or optin to your list… Using testimonials and money back guarantees is another way to earn their trust. Building trust is harder to do in a short ad rather than in a long sales letter…

copywriting principle

You also need to know as much as you can about your niche in general, so that you can tell your prospects interesting and important facts and other information that will capture their attention and show them you’re an “expert” that can really help them!

For example if I’m selling a guide to eliminate a nail biting habit I might discover the actual causes of nail biting is anxiety. They’re trying to release stress or tension, or they’re feeling lonely, bored or hungry. I can tell my prospects what’s the underlying cause of their habit in the ad or sales letter because those are interesting facts that will capture their attention…

Technique To Avoid The 'Writer's Block'

Some people prefer making video or audio rather than writing. They’re naturally more good at that than writing.

But even if writing is not your favorite thing you can become pretty good at it if you use the following technique.

The secret to avoid the ‘writer’s block’ or that condition where you simply don’t know what to write, when your mind goes blank… is to learn to write without editing.

If you want to write a sales letter, for example, start writing without correcting spelling mistakes, grammar, sentence structure or anything.

Don’t stop to reread what you wrote. Don’t stop to wonder if what you’re writing makes any sense at all. Don’t worry about where you should use bold or italics.

Just write and keep writing down all the ideas that just happen to come to you (or those you’ve planned to write about).

Each time you stop to analyze what you write and see if it makes sense you’re blocking the flow of ideas. Don’t worry about anything other than writing as much as you can.

Once you’ve written quite a bit stop and start editing.

Now it’s time to spell check, put your ideas and paragraphs in order, fix grammar mistakes, add or remove unnecessary words, etc.

Persuasive Copywriting Techniques

Remember that the goal of your ads, sales letters or other copy is to convince and persuade someone to take a particular action.

You’re dealing with people so it’s very important that you understand people and a bit about human psychology. These are the KEY things you want to know about related to psychology…

Trust – when your prospects read your copy (an ad, a sales letter, whatever it might be), they need to feel that they can trust you.

This is especially true if you’re asking them to buy a product.

If you’re offering them something for free in exchange for an email address you don’t have to add a ton of testimonials, credentials or other trust building elements to your copy because your prospects have got nothing to lose (they’re only giving you an email address). They don’t need to be overly skeptical and afraid.

But if you’re selling a product, especially if it’s an expensive one, they need to trust you before they spend their money with you.

You can convey trust by using testimonials, money back guarantee, credentials, show them you’re an “expert” (people trust experts) and so on…

People Don’t Like To Be Sold – In your copy don’t beg them to buy. Don’t feel needy. Don’t try to sell! People will resist to that. Imagine you’re writing the email, ad, sales letter or any other copy to a friend and you’re simple “recommending” an awesome product.

Here’s some of the things you can do to turn a prospect into a buyer. Try to incorporate all of these ideas when you’re writing copy with the intention to convince a prospect to buy a product or service (such as sales letters).

  • Get their attention (with an interesting headline).
  • Build rapport with them (by showing you understand their problems)
  • Explain what's in it for them (tell them all the benefits of your product). The best way to sell a product is to tell your prospects everything that's awesome about your product or service so they feel a desire to own and buy the product.
  • Appealing to their emotions (people buy for emotional reasons too, tell them how great, smart, better they're going to feel with the results they get after they buy your product...)
  • Demonstrate how your product can easily solve their problems...
  • Use testimonials to prove there are a lot of people just them who have bought and are very happy with the product...
  • Give them an absolutely irresistible offer (the offer is made up of your product, bonuses, price and guarantee - to make an offer irresistible consider giving them really good bonuses). An offer they can't refuse because it's just too good to pass on.
  • Give them a money back guarantee to show them they risk nothing, and yet stand to gain a great deal...
  • Handle every single one of their objections (for example if you're selling a guide to eliminate a nail biting habit the objections might be: 1) will your technique work on someone who had this habit for a very, very long time? 2) How long will it take to see results? 3) Did anyone else try it and has it worked for them?

In this free copywriting course I don’t go into all the details on how to write a sales letter. Click that link to check out my other guide about that.

Dan Lok Copywriting Videos

I’ve learned copywriting about 7 years ago from several people, but mainly from a guy named Dan Lok. He has over a million Youtube subscribers. He used to teach a lot more about copywriting, but he still published a couple good videos worth watching.

I highly recommend you watch these free videos. Dan Lok is a great and professional speaker, you’ll probably enjoy these. They’re a mini copywriting course all by themselves.

The following is a 3 part video series about a 7 step copywriting formula that you can use anytime you’re writing any copy:

Catchy Headlines

Headlines are used pretty much anytime you’re writing any copy. Ads, sales letters and emails all require a catchy headline.

If you want to become a good copywriter you need to become good at writing headlines.

And the easiest way to write great headlines is to model existing headlines by using a swipe file. In my other guide you’ll find a swipe file with 57 great headline templates that you can use to write a “eyeball grabbing” headlines.

Headlines are very important because usually they’re the first thing a prospect reads. And if the headline is boring and uninteresting they’re not going to read the rest of the ad, sales letter or any other copy you’re writing.

If you’re writing an email the subject line is basically the headline of that email. If it’s uninteresting the email won’t be opened.

The objective of the headline is to grab the prospect’s attention and make them interested enough to start reading the ad, sales letter or other copy…

Model What Works

One thing you can do is find the sales letters of your top competitors’ (if you don’t know who they are just research them on Google) and read their headlines. If you read a lot of headlines you’ll eventually begin to get a sense of how to write a good one.

I used to subscribe to all my competitor’s lists, just to see what they promote.  I can see all the subject lines they use when sending an email and all the headlines they use in their sales letters. Looking at great headline examples is a great way to learn to write them.

Headline Checklist

Anyitme you need to write a headline use this checklist to make sure you’ve written a great headline.

  • Does your headline hit your prospect right between the eyes with the most outstanding benefit of your product or service, to immediately answer the question "What's in it for me?"

There are many ways to write a great headline, but in almost all cases you’ll need to insert the most important benefit of the product or service you’re selling in the headline. In this way your prospects can instantly know the main or best benefit they can get and it will make them curious enough to keep reading the rest of your copy to learn more…

Example:

How To Get Rid Of Serious Back Pain… Almost Immediately
 Even If… Everything Else You Have Tried Has Failed!

The “What’s in it for me?” in that headline is crystal clear and straightforward. You’ll get rid of serious back pain almost immediately!

The job of the headline is to hook me in, induce my curiosity and remind me I’m going to get a really good benefit by reading further.

  • Is your headline an attention-grabber? Will it "stand out in a crowd" of other advertisements and messages fighting for consumer attention and dollars?

Whether it’s a headline of an ad or a sales letter it needs to grab the prospects attention with something that really interests them. The whole point of the headline is to get them interested enough to start reading the rest of the copy (ad, sales letter, email, or whatever you’re writing).

You need to know your audience’s problems, needs and wants so that you can promise them something in the headline they simple can’t ignore!

Example:

Secret New Fighting System Will Make Even
 A Black Belt Karate Expert Putty In Your Hands!
And 
the amazing thing is, you can learn it in one day!

If you want to learn Karate this headline is promising you’re going to learn how to fight against a Karate Expert (and win) in just one day. If this was a headline of an ad or a sales letter at minimum you’ll scroll down to read the first paragraph, because the promise is super enticing.

You shouldn’t lie, or use too much hype but if you study your product well enough you can understand it’s best benefits and then just turn those into a great headline.

You may need to write 20 different headlines before you write a really good one. So spend as much time as you can trying one headline after another, editing and re-writing your headlines until you write something really good.

Some professional copywriters write 70 different headlines and then they pick and choose the best one.

Practice makes perfect.

Remember you can always go back to your ad or sales letter and change your headline and improve it. As your skill improves you’ll probably go back and edit your headlines to make them better. So don’t worry too much if at first you don’t write a “killer” headline. You’ll get better with practice.

  • Did you use power words like "Secret", "Free" and "Quick and Easy" in your headline?

These are known as “magic” words or “power words” because they capture the attention and interest. Replace boring words with more interesting words with the help of a Thesaurus.

You can see a list of 77 power words in the other guide I’ve wrote on how to use and build your own swipe file. Swipe files are the copywriter’s best friend whether you’re a novice or an expert copywriter. They’ll help you write better copy much faster and easier!

  • Does your headline include the word 'You'… or at least imply it?

Your prospects are selfish. That’s not a bad thing. They’re interested to solve their problems. So your headline needs to show them this ad or sales letter has something they need. The advertisement you’re writing is not about you, it’s about them.

When you’re writing copy imagine you’re writing the ad, sales letter, email, or whatever it is to a friend that needs something. You’re trying to help him or her… and the message should fee personal. Your advertisement may be seen by hundreds or thousands of people, but when someone reads it should feel like a personal message

That’s the reason you want to use the word You or at least imply it.

  • Did you call out your prospects in the headline?

This is similar to the previous one. Make sure the headline let the prospects know the the copy is talking about people just like them. Say something in the headline so they know you’re talking to them.

Here’s a good example that calls all the lawyers. If you’re a lawyer you’ll realize it’s calling you…

  • Is your headline like a news story or article?

Your headline should not give any hints, ideas or impressions that the prospect is about to read an ad, sales letter or any other type of sales message. 

Your headline should feel like they’re about to learn something… or you’re about to share some important information… in other words like a news story or an article.

Example:

How Some Lawyers Are Getting Rich by
 Laughing at the New Bankruptcy Law!

Copywriting Tools To Write Better Copy

These tools are useful whenever you’re writing any sales copy, whether it’s an ad, a sales letter or an email promotion.

I always use a thesaurus when writing copy. Because your copy cannot be boring. It has to be interesting and attract the attention as much as possible. If not your prospects can easily get bored reading your copy and lose interest.

One way to make your copy more interesting is to use lesser-known words instead of the more common words.

For example:

“discover” instead of “learn”
“extraordinary collection” instead of “great collection”
“energy draining task” instead of “difficult task”
“rare treasure” instead of “something uncommon”

These words are also known as power or magnetic words.

Consider also using idioms in your copy because they also make your copy more interesting. This site contains a large list of idioms.

Hemingway App

You can paste your copy in the free Hemingway App and it will highlight words or sentences that you should consider editing.

For example it highlights long sentences that are hard to read. It highlights meaningless adverbs. It grades your copy for readability. It’s a good tool.

Distraction-Free Writing Tool

This tool may help you to concentrate when writing.

https://writer.bighugelabs.com

It’s pretty cool. Use it in full screen mode, it’s a distraction-free way to write. There are no formatting options, no menus…

You can change the background and text colour (go to Prefs). You can export what you write as a text file.

Model What Works

If you’re writing ads you can spy on your competitor’s ads to see what headlines and ads they’re using. And then you can model them. It’s always better to model what works when you’re writing any kind of copy. That’s why I recommend using swipe files.

I recommend Miles Beckler if you want to learn how to write ads and advertise on Facebook. In this video he shows you how to spy on your Facebook competitor’s ads. Then you can model what works.

And in the next video he shares 3 free tools to build a swipe file of your competitor’s ads so you can model what works! That’s a powerful technique to write great Facebook ads:

And in the next video he shares 3 free tools to build a swipe file of your competitor’s ads so you can model what works! That’s a powerful technique to write great Facebook ads:

Best Copywriting Books

I can recommend these copywriting books to improve your copywriting skills.

best copywriting books

And if you want to buy more books on copywriting I suggest you buy and study classic books, from the greats… Eugene Schwartz, Gary Halbert, John Caples, John Carlton, David Ogilvy and Joe Sugarman.

Influence!: 47 Forbidden Psychological Tactics You Can Use To Motivate, Influence and Persuade Your Prospect – by Dan Lok

This ebook is still on my computer, when I purchased it was called Forbidden Psychological Tactics. It’s the same ebook, he just changed the title and ebook cover. You’ll discover copywriting principles that can be used anytime you’re writing any copy.

Straight Talk On The Perfect Salesletter Template – by Jack Sarlo

In this ebook I wrote a 10 step sales letter template that anyone can use to write a professional sales letter. Almost all sales letters I wrote are build around this 10 step framework. I’ve discovered this template more than 5 years ago in a quick 5 minute video. This ebook explains the template is extensive detail with lots of actual examples…

The Ultimate Sales Letter – Dan Kennedy

Dan Kennedy is one of the world’s best copywriters and his book is recommended by pretty much everybody. It’s specifically about writing sales letters. In it he shares some of his best copywriting tips and tricks to write a “killer” sales letter. 

It’s different than my book, because in mine you’ll find a step by step template… just follow the instructions in each step and you’ll write an awesome sales letter! I recommend my book if you’re just starting out.

I’ve personally never purchased any copywriting course, that’s why I haven’t recommended any one.

Copywriting Exercises

A great way to become really good at writing ads, sales letter or any other copy is to hand write (using pen and paper) copy.

copywriting exercises

Perform this exercise as often as you want. Maybe 1 hour a day, or every other day. If you need to improve your ability to write ads find successful ads and simple copy them word for word in your own handwriting.

As you perform this exercise you’ll start to understand on a deep level why such an ad was successful and how to write a great ad.

I used to print the sales letters of what used to be my favorite copywriter, Dan Lok to perform this exercise… and I still have an entire folder with dozens of his sales letters.

You can find swipe files with successful ads or sales letters from these websites:

http://swiped.co You can use the drop down to find examples for the type of copy you need:

Or you can go to http://swiped.co/tags/ and click on Persons to see a list of great copywriters and all of their best copy.

https://www.digitalmarketer.com/lp/ultimate-social-media-swipe-file/ You have to optin to get this social media headline swipe file.

Print them and perform this simple exercise. It was recommended to me by one of the world’s best copywriters, Dan Lok.

In closing I would like to share with you this video I’ve made a while ago… In it I talk about 4 of the best copywriting “secrets” that you’ve discovered in this post. Repetition is key to learn so this is worth watching…

In this free copywriting course I couldn’t share with your every single thing I know about copywriting. That’s why I’ve linked to other articles, videos and links…

If you need to ask me some questions feel free send them on the Contact Us page. I’ll try to help you as much as I can.

Jack “Straight Talk” Sarlo

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