Yanik Silver - Adventures in Internet Marketing

Brought To You By:
Warner Carter
http://warner-carter.com.com/blog

Yanik
Silver
Yanik Silver is a serial entrepreneur although he still considers himself a 'techno
dunce'. Starting from his one-bedroom apartment and with just a few hundred
dollars, Yanik has built multiple 7-figure businesses.
He is the author, co-author or publisher of several best-selling marketing books and
tools including Moonlighting on the Internet, Instant Sales Letters® & 34 Rules for
Maverick Entrepreneurs. Yanik is a highly sought after speaker addressing groups
ranging from the prestigious Wharton Business School to international audiences of
3,000+.
As a self-described "adventure junkie", Yanik has found that his own life-changing
experiences such as running with the bulls, bungee jumping, sky diving, exotic car
road rallies and Zero-Gravity flights have not only brought a profound sense of
accomplishment but also led to breakthroughs in ideas, focus and business thinking.
That’s why he combined both his passions to found Maverick Business Adventures
creating the kind of "club" he’d want to be part of. In between adventures, he calls
Potomac, Maryland home with his wife, Missy, and 2 mavericks in the making, Zak &
Zoe.
Currently his most important mission is impacting 1,000,000 young entrepreneurs
(ages 13-23) to start or grow their business by 2020 and to get his 2½ year old
daughter, Zoe, potty trained.

“9 Steps to Supercharge Your Copywriting”
I’m going to share with you information that I first taught at my $3,495.00/per person
copywriting workshop. This subject is something I have not seen anyone tackle in full –
so if you are interested in making your sales copy work harder for you – pay attention!
You see, once most people learn about copywriting they can usually crank out some
pretty decent letters. I mean they get the gist of it right with a few formulas like
“problem-agitate-solution” or “AIDA” or whatever.
But where the rubber really meets the road is something most people don’t want to think
yet alone do – and that’s the copy editing part. I have a 9-step sequence I use to really
hone, polish and sculpt my sales letters. Fact is, most people’s rough drafts are quite
similar but it’s in the editing that you see the difference between a blockbuster and hohum
copy.
Before we get into the 9 steps of editing – you need to have something worth editing.
Many writers fail to let their creative brains loose because it’s always being stymied by
the critical part. It’s that little voice in your head that says, “That’s dumb”, “Blah!” or
“Nobody is going to care about that” etc.
I suggest you write fast and turn off your internal editor. Get it all out as soon as you can
and then edit later. There are 2 different parts of your brain. You really cannot edit and
write at the same time.
Now when we get to the 9 editing steps – I focus on one particular part for each pass
through and edit. You might want to highlight that because right there is one of the
biggest secrets. It’s like when you buy a new car and all of a sudden you start seeing your
make and model everywhere. The same number of Mini Coopers were on the road before
– but now you have selective perception. Our brains are trained to seek out what we are
hunting for and most people will do 1 ‘general’ edit. That’s not good enough.
Step 1 Edit: Opening
Your opening is one of the most critical parts of your sales copy (after your headline). In
readership studies it’s been shown that readership after 500 words will only fall off again
at 5,000 words. So the key is getting people into a slippery slope and into those 500
words.
Most writers have a lot of ‘warm up’. Essentially getting ready to say what they want to
say – you need to be ruthless and cut out the fluff. Many times when doing critiques I
will literally ‘X’ out an entire first page (or 2) or initial paragraphs. An easy trick to
making your writing more powerful is to see what you can cut from your original
opening. Typically your lead-in will be further down the page.
For many of my openings I really like simple, tiny paragraphs like these:

Yes, you really can make money online.
Let’s face it,…
Yes, its’ true…
I need your help.
Frankly, membership in The is not for everyone.
I looked at her like she was crazy.
How much is one more sale worth to you? (Selling Power)
If you are concerned about ______, this letter is for you.
Here’s you chance to…
In looking over our records I noticed that you…
Will you do me a favor?
Will you try this experiment?
Or something we’ve discussed before in the Secret Society – stories are some of the best
openers:
I got the message around 7 pm, and I got going at once! I knew I had to drive all night in
an ancient Jeep through a steaming jungle that would scare a tenderfoot like me out of
three years’ growth, even in the daytime. I also knew that if I could get to where I was
going in time it was worth a few prickles up and down my spine during the tight spots.
(Thompson Cigars)
On an autumn day, not too long ago, sociologist Robert Harner visited the Great Serpent
Mound of Ohio. (Time Life Books)
On a beautiful late spring afternoon, twenty-five years ago, tow young men graduated
from the same college. They were very much alike, these two young me. Both had been
better than average students, both were personable and both – as young college graduates
are – were filled with ambitious dreams for the future. (Wall Street Journal)
Step 2 Edit: Moving Pieces and Copy Blocks
The next thing I look at is if the copy blocks fit into a sequential process. Here, I’m
looking for the logical and most persuasive order of the parts of my letter. If my audience

Red headline, box for the guarantee right up front and yellow highlighter and signature to
make it stand out.

Later in the letter you see check marked bullets points (with yellow highlighter) and then
boxed in comments from my blog (in a different font) to keep the copy engaging.

Handwritten embellishments to keep the eye engaged and point out important results
from screenshots.

Use of a ‘file-folder’ like graphic for the testimonial case studies. Notice there is a
headline for the testimonial and graphic embellishments inside the case study (bolding,
yellow highlighter, underlining, etc)
There’s more on the InfoPlayersWorkshop.com site as a good example.
Step 4 Edit: Double Readership
I first learned this term and concept from Dan Kennedy and it’s especially useful online.
As prospects hit your site – many are only going to skim what is there unless they are
fully engaged. Essentially there are skimmers and readers. You want someone to be able
to simply skim through the headline, subheads, boldings, yellow highlighter,
embellishments, etc and be able to make a buying decision.
If they can do that – you’ve done your job.
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This doesn’t include any bolding or yellow highlighter, etc to draw the eye in. Just from
skimming these subheads – somebody could get the main idea and actually buy the
product. Look at your copy from a skimmer’s viewpoint and see where you need to add
more subheads or graphical embellishments to make the sale.
Step 5 Edit: Bucket Brigade
This is where you smooth out and “stitch” everything together. Your copy’s readability
(step 6) is directly part of the “bucket brigade” copy transitions. They are called bucket
brigade because they keep moving the reader forward and through the copy.
Here are a few you can use liberally (I have compiled 226 I use that are part of my
copywriting workshop material):
� A few examples of what you’ll
discover…
� Also,…
� Am I right about you so far?
� And guess what?
� And that’s just the beginning…
� As you probably remember,…
� As you read on, I’ll tell you more
about how…
� At that moment,….
� Back to the purpose of this letter.
� Better yet.
� But before we go into that,…
� But better still…
� But don’t get me wrong…
� But don’t take my word for it…
� But I’m jumping ahead. Let me
tell you how this all came about:

� Fact is,…
� Finally,….
� Here’s more…
� Here’s proof:
� Here’s the deal:
� Here’s the scary part:
� Listen, there’s more. Lots more.
� My strong hunch is…
� Needless to say,…
� Now consider what happens….
� What this all boils down to is..
� What this means is…
� What’s all this worth to you?
� What’s more,…
� What’s the catch?
� Then it hit me…
� Wait, there’s more…

Anytime you can use a copy transition – it will help keep the reader sliding down the
slippery slope we’re creating that ultimately ends in the sale.
Step 6 Edit: General Flow
I don't know what it is about reading something aloud versus reading to yourself, but
you'll pick up lots and lots of insight into how good (or bad) your ad really is by reading
it aloud. All the bumps and rough spots jump out at you.
Or a variation on this is to have someone else read it you. This is even better. As they're
reading it, you should take out a copy of the ad and make notes on it. One big advantage
of this is your reader is completely impartial. He won't stress certain phrases or words to
make the meaning clearer. And if the reader is having trouble you know that's an area to
edit.
Also, at this editing phase I like to see if I can change some of the “I”, “We” or “Me”s to
“You’s” and make most of the sentences geared to the readers benefit. i.e.
“We are giving you 6 must-have bonuses” to “You’ll get 6 must-have bonuses”.
Much stronger that way. A simple start of a sentence you cannot over-use is “You get…”
Step 7 Edit: Check the 68-Point Checklist
I debated whether I should include the entire checklist – but I’m in a generous mood.
(This just one of the resources inside the copywriting home study course.) I’m putting out
my entire checklist here – some of it might not make total sense without the explanation I
gave during the event but it’ll be a big help regardless.
1. Can I use a story, analogy or metaphor? Do I have a hook or secret or
compelling story behind the ‘deal’ (developed at NASA, pool in Hawaii with red
algae, only distribution rights in industry, secret sauce or recipe)
2. Create scarcity (limited time offer, pre-publication, limited quantity, overstock,
pending price increase, limited edition, product shortage, deadline for all
bonuses, early bird bonus for fast response).
3. Free bonuses worth more than actual product (invoke greed)
4. Enemy to rally against
5. Reason why
6. Compare apples to oranges value comparison.
7. Why should they act now?

8. Add irrelevant detail (i.e. I like Budweiser. I’m a Bulls Fan, etc)
9. Would it be silly for me to pass on this offer?
10. Create authority
11. Create liking with personal stories and build trust
12. Damaging admission – give people the truth
13. Testimonials/Proof - Have I provided a preponderance of proof?
14. Are you using specifics?
15. Why wouldn’t a customer respond – how you can counter that? Bring it up.
Answering objections before or as people would think about them
16. Yessing, nodding their head, “uh-huh” that’s like me. Adding phrases like: isn’t
that right? Sound familiar? Etc.
17. Pique curiosity
18. Reciprocation – can I give the reader something first? Free info or a freemium or
a love gift. Charities with their calendars or address labels.
19. Are you selling a cure or prevention? Don’t sell prevention.
20. Contrasting (ties don’t look like a big purchase after I bought a suit)
21. Gain commitment and consistency
22. What pain will they have if they don’t order now?
23. Mix of longer sentences with short one word or 2-3 sentence fragments. Make it
sound good to the ear because people read to themselves in their heads.
24. What pleasure, gain and benefit will they get if they order now?
25. Visualization of new life
26. Slippery slope with the first few words that engage the reader.
27. Subheads that make a selling argument all by themselves (double readership)
28. Compelling copy transitions to keep moving the reader along
29. Attention getting headline
30. What features/benefits does my competition stress? Can I incorporate all of
those points into my copy or bonuses?

31. How open is my audience to this message? Can I just go straight into the pitch or
do I need to establish my selling story?
32. Establish ROI (selling money at a discount)
33. Intimidate into buying
34. Is it visually stimulating? Different colors for headlines, subheads, etc. Bolding,
italics, yellow highlighting. Bring the margins in. Use a clear dark type on white
background. Different sizes, colored screens, boxes. Dividing up the copy into
panels.
35. Do I have one objective with the copy and am I totally focused on it?
36. Is this how I would say it if I was sitting down and talking to the customer over a
beer? Contractions, simple words, using words like “listen” “take a look at this”.
37. How about 1 or 2 interesting clichés?
38. Have I proved that I “walk the talk”?
39. Controversy. “Exposed” The real dirt on something. How you hated a product but
then it turns around a negative.
40. Problem – agitation – solution. Headache and then the aspirin.
41. Did you make it easy to order?
42. Did you ask for the order several times? (But not before you have presented a
complete argument.)
43. Justify the purchase in the mind of the buyer. Nobody needs a Porsche.
44. Comparison and then subsequent rejection of every other available option out
there
45. Guarantee but not always money back. Consider a delicate procedure like LASIK
(eye surgery) – nobody cares if they get their money back if they can’t see.
46. Double your money back or some other outrageous guarantee
47. Guarantee the sales letter ($25 for wasting your time)
48. Stress instant gratification (especially if you’re selling a downloadable product)
49. Trial period – don’t make them make a decision (which is associated with pain).
Test drive. “30 day hold your check” – delayed billing.
50. In a nutshell – here’s what you get. Summarize the offer if it’s a long one.
51. Offer a deluxe option right up front? Or as an upsell?

52. Ask questions that cannot be answered with a yes/no (especially important up
front) that involve readers
53. Give readers a quiz or another involvement device
54. Offer payment options (multiple credit cards or breaking up payments over
several months).
55. Does the first sentence compel you to read the second, the second the third, and
so on?
56. Contextual rapport (if I am writing to Therapists what clues and jargon can I use
to create rapport that comes from being in the field)
57. Do I have testimonials I can use to combat and handle each type of objection?
58. Is there an endorser I can use for this target group?
59. Have I stated the offer or guarantee in the most impactful way (ie If you are not
happy I'll give you your money back vs. If this isn't the greatest thing to ever
happen to your business I will cheerfully refund every cent you paid or Money
back guarantee vs. Iron Clad, No Questions Asked, Get Every Red Cent back
Guarantee)
60. Don't decide now....
61. What grabber (dollar bill, penny, band aid, aspirin) could I use?
62. Have I taken away the sale with a ‘penalty’ if they don’t buy?
63. What about a PS, PPS or PPSS?
64. Do I have the "driving" premium…the thing they must have but can only get with
purchase of deluxe version?
65. Is the copy thorough enough to do the job it is supposed to do (very hard to sell
an expensive product off of a classified)
66. Go back and add "you " more often
67. Remove most “that”s
68. Can they belong to an exclusive or elite club?
© Surefire Marketing and Yanik Silver

Step 8 Edit: Sleep On It
First, you should let your ad sit for at least a day. Then the next day you can come back to
it with new eyes and a fresher perspective. You can find errors that weren't apparent
before. Also, your chances of writing a good ad are significantly improved with
rewriting. (I will rewrite an ad or letter 3, 4 or 5 times before I'm done.)
If you do not have the luxury of an extra day – even a few hours will help to give you a
new perspective on the writing.
Step 9 Edit: Grammar and Spelling Edit
This is my final pass through and I will typically have someone else who is much better
at grammar and English look at my work. Note, I definitely take this with a grain of salt
because a copywriter’s grammar is usually not proper English but I don’t want to look
like a total dunce when I confuse ‘their’ and ‘there’.
Now I know most people will not go through all 9 copy editing steps – but I promise it
will dramatically improve the power of your writing!
Note: If you really want to get serious about copywriting – our Ultimate At-Home
Internet Copywriting Workshop is a must-have resource. Over 1579 pages of swipe files,
formulas, etc. Plus an entire manual with actual examples of copy I’ve critiqued and gone
through the 9 phases of copy editing. As a valued reader/member of Warner Carter’s
blog, you can save $200. Use coupon code: UCW200 at check-out.
www.ultimatecopywritingworkshop.com
I strongly suggest this resource!
Copyright. All rights reserved Surefire Marketing, Inc

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Additional Tools & Resources
Ultimate 'At-Home' Internet Copywriting Workshop
This massive home study course is taken from a
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They don’t advertise their accomplishments because they don’t need to nor want to. And they are quite
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