Copy that Closes

www.AmyPosner.com
amy@amyposner.com
360.357.0859
Amy Posner is a Dan Kennedy Certified Copywriter for Information Marketing
Copy that Closes
A Short Guide to Crafting
Marketing Messages Your
Audience Wants to Read

Introduction
Marketing copy is more effective when it’s about your audience,
as opposed to being about you, or your company. I’ve focused
on seven areas you can easily improve – in any marketing
piece – to win more business from your ideal prospects.
Follow these simple keys to sharpen your copy, build trust
and command action from your audience.
Here’s to your remarkably improved results,
Amy
Amy Posner
a media ink
amyposner.com
amy@amyposner.com
360-357-0859

Write to Their Pain or Desire.
Solve Their Problems or Feed Their Dreams.
Get More Business
That’s the simple formula.
As human beings, we’re motivated by two key
psychological drivers - to avoid pain or gain pleasure
- and we’re far more motivated to avoid pain. Pain is
immediate and when we’re in it we want to be out of
it. Period.
We’re used to deferring pleasure. It usually sounds
like “I’ll do that when I: retire, have more money, lose
weight, have more time...”
Since pain has more urgency, it makes sense to focus
on pain or problems and then, offer your solutions.
Being out of pain, or having a problem solved –
once and for all - is compelling and can be used to
move your prospect to a desired action.
We make decisions for emotional reasons, and we
justify them with logic. Good marketing taps into the
emotion the prospect is already experiencing and
provides them with the reasons they should satisfy
those feelings. Your copy does the ‘heavy lifting’ so
your prospective buyer doesn’t have to.
You want to build trust by proving you know, care
about and really understand your audience.
Key One
You want to
build trust
by proving
you know,
care about
and really
understand
your
audience.

When your prospect realizes you know what they’re
experiencing, they’re much more open to listening
to – and learning about - your solution. In fact, you
can use your knowledge of their condition to paint
an enticing picture of how their life can and will
change using your product or service. Your insider
understanding builds trust.
Good copy causes your audience to nod their head
up and down, thinking, “Yes, that’s exactly how I feel.
That’s what I experience, yes, that too – they understand
what I'm going through...” You ‘buy their interest’ by
appealing to what they care about most – themselves.
How do you do that? By clearly demonstrating your
understanding of their needs. You do it so well they
might begin to think you know them better than they
know themselves. Dan Kennedy’s “Problem, Agitate,
Solution” formula achieves the goal nicely.
It works like this: We define and describe their
problem. We agitate it by ‘pouring salt in the wound.’
Just a enough to ‘excavate’ the problem they’ve so
carefully hidden from themselves to avoid the pain it
causes. Now that the problem is front and center – we
present the solution.
Key One
Good copy
causes your
audience to
nod their
head up
and down,
thinking,
“Yes, that’s
exactly how
I feel.
That’s what
I experience,
yes, that too
– they really
get it…”
continued
Whether your copy is designed to make the sale or to
build your list and/or nurture prospects over the long
term, your message needs to grab readers by their self-
interest and tell them – in no uncertain terms – that your
message is meant for THEM.

Key One
Your
Marketing
Must Address
that All
Important
Question:
What Problem
Does Your
Prospect Have
That Your
Business
Solves?
Let’s imagine you’re marketing an anti-aging skin
product to women. You speak to your audience by
addressing these questions in your messaging:
What bothers her about aging?
What pains her about the way she looks?
What will change for her as a result of using your
product?
How old is she?
Where does she live?
What’s her level of income?
What other types of products does she buy in this
category?
What keeps her awake worrying at night?
Sure, if she uses your product she’ll look better, but
what will looking better do for her?
• Give her more confidence?
• Greater sex appeal?
• Radiant skin?
• Win her compliments? Admirers?
• Make her noticed, so she stands out in a crowd?
Convince her your product delivers these benefits
and you’re done!
But, wait, not so fast. First, you need to prove to her
you know and understand her. You can’t make any
assumptions or cut any corners.
You want to answer that all important question:
What Problem Does Your Prospect Have That Your
Business Solves?
continued
You must build trust by proving you know, care about
and understand your audience.

Let’s look at a concrete example. Below is a snippet from a web page for a home
study course targeting people who want to break into an investment banking
career. The competition is fierce and the interviews are intense, delve deep
and require serious preparation.
Key One
The 20+ page online sales letter goes
on to build a case for how stiff the
competition is, enlighten the reader
about what they’re up against in
interviews and tell them exactly
what interviewers require.
We practically terrify them into
feeling they damn well better
be prepared. We tell them in
no uncertain terms that grad
school does not prepare them
to demonstrate their knowledge,
which they will be called on to do in
interviews.
The message boils down to this: ace
the interview by proving real-world
knowledge you’ll get through this
course and you’ll leave the competition
in the dust.
However, to help the reader arrive
at that conclusion, so they grab
their credit card and take action
(which frankly benefits them and the
company selling the product), we
must use a proven formula to build
‘the case’.
Problem, Agitate, Solution to the rescue.
It works. Showcase the problem. Talk
about the negative results of having
the problem. Offer the solution.
continued
Key One
interviews.
in the dust.
‘the case’.
continued
“Are You Ready To Totally Smoke
Your Competition and Get on the Fast Track
to Private Equity Success?”
We’ve gotten a lot of questions on PE interview prep packages, courses, and guides over
the years... and, truthfully, we could easily re-package existing course content and sell it
to you as a separate, full-priced PE interview guide. However...
... Our Goal is to Help You Make Money, not Part You from the Money You Already Have
Key One
interviews.
in the dust.
‘the case’.
continued

Key Two
Create Headlines that are Benefit Rich and
Prospect Focused
You want them to lock onto your message like a
kid (or me, some days…) on a candy bar. You want
them to know in no uncertain terms you’re talking
to them. In effect, your headline conveys this
message: If you spend one minute paying attention
to anything today – this is it.
Your headline is your big chance to capture their
attention – use it wisely. Clever is tempting, but the
most important job of your headline is to identify the
reader and their problem/pain/challenge.
In other words, your prospect should be thinking,
“that’s me they’re talking about.” If your reader
is crawling parched through the dessert and the
headline says “free water,” spot on. Your message is
for them.
If your reader needs more business and your
headline screams “use our new ultra-simple gizmo
and get more buyers NOW”, they pay attention.
Likewise, a poor headline, or a clever or cute
headline like I see so often (and yes, I always groan
and wonder who on earth wrote that dreck), is the
kiss of marketing death.
Every dime and dollar you spend on your marketing
should deliver return on investment. You want your
audience to pay attention to your message, so you
get the results you're after.
Clever is
tempting,
but the most
important
job of your
headline is to
identify the
reader and
their
problem/
pain/
challenge.
Clever is tempting, but the most important job of
your headline is to identify the reader and their
problem/ pain/ challenge.

Let’s look at some headlines that work brilliantly and some that miss the mark:
Key Two
This ad has a real throw away
headline. Really, who cares about
water still being in the ground? It’s
cute, but it doesn’t give me any
reason to buy the water, never
mind read the ad. They get a few
points for featuring the bottle for
brand recognition, but a full page
in The New York Times Magazine is
expensive – and this ad wastes almost
every penny spent.
To make matters worse, there’s a
great fact buried in the body that
would make a compelling headline.
The fact: this water has been named “Best Water in the World” – TWICE! Now,
that’s got some teeth. There are lots of ways to appeal to people who just might
– if they’re buying bottled water - want to drink the best water in the world. (no-
brainer, I know…)
There are people who only choose the best money can buy – and lots more
people who want the best money can buy IF they can afford it. Mountain Valley
could offer great value, cachet and pure water – now we’ve got a proposition
we can work with.
Chances are good this ad was written by an ad agency and NOT a direct
response copywriter. It’s a ‘feel good’ ad, not an ad designed to deliver results.
Even if you can afford it, why spend money that doesn’t make you money?
continued

Key Two
Here’s another striking example of missed opportunity:
Again, the writers have buried a
great benefit in the body of the ad
that would have made a compelling
headline. Remember, we want to
tap into emotion; desires and fears
so we focus on what people deeply
want or need.
Imagine someone who would
consider buying this shower. They
probably need help bathing – not a
desirable situation. Sure, you might
want someone in the shower with
you, but you don’t want to NEED
someone in the shower with you.
Buried in their bullets: Regain Your Independence. Now, that’s something worth
getting excited about. It touches the heart of the problem and taps into the
reader’s ultimate desire: to regain independence.
Following are examples of two headlines that work well.
continued

Key Two
The headline above is an ad from the Stauer Company. They use lots of full-page
ads in major magazines, including National Geographic, and they employ great
copywriters. Would you agree they’ve crafted a compelling headline for anyone
interested in jewelry? Their ads are always worth paying attention to.
Next is a headline from a letter I wrote to sell a new franchise opportunity, aimed
at corporate employees. Anyone interested in business ownership knows we are
talking to them specifically. One of a three part letter series, the letters sold
twenty-three $17,500 courses in the first mailing. The results speak for
themselves.
continued
Earn a Minimum of $50,000 a Year, with Potential of
$150,000+ in a Zero-Risk, Professional Business You Own
Salutation,
Do You Long to Be in Control of Your Days and Your Income?
Does one of these Describe You?
 You’ve been made redundant - downsized - effectively
thrown out on the scrap heap
 You’re retired and missing the personal and financial
rewards of work
 You dream of work that’s rewarding – personally and
financially - and would take the leap if there were a
guarantee of success
Key Two
The headline above is an ad from the Stauer Company. They use lots of full-page
ads in major magazines, including National Geographic, and they employ great
copywriters. Would you agree they’ve crafted a compelling headline for anyone
interested in jewelry? Their ads are always worth paying attention to.
Next is a headline from a letter I wrote to sell a new franchise opportunity, aimed
at corporate employees. Anyone interested in business ownership knows we are
talking to them specifically. One of a three part letter series, the letters sold
twenty-three $17,500 courses in the first mailing. The results speak for
themselves.
continued

Key Three
Use Benefits and Features so Your Reader
Can ‘Taste’ How His Life Will Change
Perhaps you’re familiar with the marketing adage:
Features Tell, Benefits Sell. When your prospect can
envision how their life will be different, better - and
more rewarding - if they had your product or service,
they’ve ‘bought’ your benefits.
Features are the facts about the product. The benefits
are what the features will GIVE you or do FOR you.
A good way to separate features from benefits is to
create a list of features and then describe what those
features do. For example, fill in th blank: Our
scientifically formulated face cream has time-released
micro-beads so that ____________.
It could be that microscopic moisturizers are released
every hour so you look morning-fresh all day long.
Micro-beads are the feature. Looking good all day
long is the benefit of that feature.
Say you’re selling a set of kitchen knives that never
need sharpening. Features might be:
• Ceramic blades
• Multiple sizes in the set
• Lifetime guarantee of sharpness
What do those features do for you – in other words,
what are the benefits?
When your
prospect can
envision how
their life will
be different,
better -
and more
rewarding -
if they had
your product
or service,
they’ve
‘bought’ your
benefits.

Key Three
Ceramic blades never need
sharpening, so your knives will be
just as sharp ten years from now as
they were the day you bought them.
There’s no work, no upkeep and you’re
buying a premium tool that will make
cooking easier – even a pleasure.
Multiple size knives means you’ll have
the exact right tool – sharp as a razor
– so you can accomplish every kitchen
task as brilliantly as Bobby Flay.
You’ll describe the lifetime guarantee
in detail in your copy, but the benefit
is clear – you will replace the knife if it
doesn’t hold up to its promise to stay
sharp forever. No questions asked.
Another benefit? You’ll never have to
spend one dime more on kitchen knives
– in your entire life.
Always remember that benefits – what
the features DO for your prospect – is
where the emotional juice is.
Clearly stated and described benefits
– when well written - create desire.
Using the Problem, Agitate, Solution
formula we begin by painting a picture
that describes their problem(s). Then
we agitate a bit, by explaining the
suffering their problems are causing.
Now, we ride in and offer the solution.
People often wonder about the
‘agitate’ portion of the formula. Is it
really necessary? Yes. Here’s why. We
all want to avoid thinking about our
problems. Sure, sometimes we can’t
think of anything else. Yet…
As marketers, we can’t count on
our prospects being focused on
the problem we solve at the exact
moment they come across our
message. It’s our job to make certain
the problem is clear and the audience
is dialed into it, right then. So we don’t
just mention it, we mention the effect
it’s having on them. The more detailed
we are, the more squirmy they get, the
more interested they are in a solution.
Let’s go back to the anti-aging
product. Imagine your prospect. If she
doesn’t like the way she looks, she
doesn't want to think about it and probably
spends considerable effort to put her looks
out of her mind. After all, if there's nothing
nothing she can do about it,
why dwell on it?
Enter your
marketing.
continued

Key Three
The first job your marketing needs to accomplish is to
help your target audience access the feelings she's
buried. We remind her that if she felt better about how
she looked, she'd appear younger, stand taller, be more
attractive, and improve her overall self-image. All the
things she desires but avoids thinking about.
Now that we’ve brought the problem front and center,
we agitate it by telling her it will only get worse as
time marches on. Next we tell her how “Age Away”
will make her look more youthful.
We describe how it will feel to have people say,
“What have you done? You look ten years younger.”
We remind her what it’s like to have people turn
their heads when she walks by. We stimulate her
imagination so she thinks – even begins to feel how
wonderful all that positive attention would be. She
believes she can get her mojo back – she wants Age
Away – NOW.
Great copy
speaks
specifically to
your reader,
expressing
the benefits
of your
product and/
or service in
a way clearly
conveys you
‘get’ them.
continued

Key Four
Tell Them Exactly What Problem You’re Going
to Solve and do it Through ‘Their Filter’
As Zig Ziglar so famously said “we’re all always dialed
into WII-FM or What’s In It For Me.” The key is to talk
about them and what they’ll get, not about you and
what you’ll give.
I find this to be one of the most challenging copy
problems for business owners. It stands to reason. You
know your proposition so well. You live it and breathe
it. Of course, everything is clear from your perspective
and it can be hard to ‘get out of your own way’ when
trying to convey your message to your reader looking
through ‘their lens’ instead of your own.
I see this so often – even from really sharp marketers
who’ve studied the greats and understand the concepts.
Perhaps you’re a dentist and you know that your
prospective patients avoid checkups because they’re
terrified of pain. (This is true of a full 62% of Americans
so it’s a fear worth addressing in dental marketing).
Their problem: fear of pain.
Your solution: alleviating their fear by promising to
eliminate pain and make them comfortable.
Acknowledging how they feel is half the battle. The key
Perhaps you’re an elder care attorney and your
prospective clients’ problem is someone they love
The key is to
talk about
them and
what they’ll
get, not
about you
and what
you’ll give.
Understandably. It's not all that easy to accomplish.
is to talk about them and what they'll get, not about
you and what you'll give.

Key Four
needs care, or needs to get their legal
life in order or perhaps they’re afraid
of losing their assets due to illness
and escalating costs of medical care.
In either case, your visitor has a
problem and they don’t just want,
they NEED a solution. How do you
suppose their problem makes them
feel? Nervous? Afraid? Overwhelmed?
Maybe all of these emotions are
stewing in a froth of fear and worry.
You begin by speaking to their
problem. State it clearly. Write as if
you’re speaking directly to each
reader alone. When you have them
nodding their head up and down as
they identify with your knowledge of
their problem, they’re engaged and
chances are, they’ll keep reading. And
of course…
…Keeping them reading and engaged
is the entire point!
Your copy has accomplished its first
big goal: you’ve got their attention
and they know you understand them.
They’re paying attention to your
message. You’ve earned the right to
introduce your solution. Sales – at
it’s very best – solves problems. It’s
the process of matching up need and
desire with the object of that desire. It
takes finesse, however, because you
must build trust first.
Back to the law firm specializing
in elder care. Imagine someone
who needs those services. They’re
stressed — either because they have
an immediate issue they’re dealing
with or one they anticipate having to
deal with at some point in the not-
too-distant future.
Here are two copy possibilities for the
aforementioned law firm:
The ‘All About Us’ Version:
Welcome to the Klein Law Firm. We
specialize in issues arising from an
aging population who invariably have
health concerns and legal issues
that require the attention of a legal
specialist. Our partners, Larry, Moe
and Curly, have 87 years of elder law
practice experience among them.
Our firm has won the prestigious
Stooges award for our contributions
to the community in our efforts
to educate, assist and broaden
understanding of the issues that
face those caring for elderly or aging
parents or spouses who anticipate
doing so in the future.
continued

Key Four
The ‘All About You’ Version:
You may be facing an imminent health challenge or a
change-in-lifestyle issue. Perhaps you’re concerned
about the skyrocketing costs of healthcare or want to
make certain you protect assets in the event that care
is needed.
It can be an overwhelming, even frightening time, and
you want to turn to someone whose expert advice you
can trust, someone who can help you sort through your
options so you can make smart choices that will serve
you today and well into the future.
At Klein Law, we understand what you’re facing and
have the know-how and experience to help you sort
through the tough issues. Together we’ll find solutions
that work for your financial and physical well-being as
well as for those you love.
Do you sense the difference? How does each one
make you feel? Letting your visitors know you
understand what they’re experiencing gets their
attention and builds trust. Your message conveys
experience and compassion.
Their concerns may be new to them, but common to
you. You understand their problems and better yet,
you can solve them.
Letting
your visitors
know you
understand
what they’re
experiencing
gets their
attention and
builds trust.
Your message
telegraphs
you have
experience
with their
problems.
continued

Key Five
Write to One Person and One Person Only.
Picture Your Reader/Listener/Viewer in Your
Mind’s Eye
When you write marketing, you tend to think about
the audience at large. You want lots of prospects,
customers and buyers and they all get lumped
together in your mind. However, you must write to
each one individually so they feel as if the message
is written to them and them alone.
A good way to accomplish this is to picture your
prospect in your mind’s eye. Imagine someone you
know who is your ideal prospect. See her sitting in
front of you. Imagine selling her your product or
service. It will focus your message; make it more
compelling and personal. It will be written to one
person so each person feels as if you’re speaking to
him or her alone.
Here’s what the difference looks like:
Some of You Reading This May Be Familiar With this
Concept
OR:
YOU May Already Be Familiar with this Concept
Most of You Want to Sharpen Your Copy
OR:
YOU Want to Sharpen YOUR Copy
People Who Suffer from Pain
You must
write
to each
prospect
individually
so they feel
as if the
message is
written to
them and
them alone.
OR:
When YOU Suffer from Pain

Key Five
Make your writing ‘intimate.’ Again,
do this by picturing one person in
your audience and write to him as if
he’s the ONLY recipient. Talk to him
as if you’re leaning across the table
in conversation. Ask yourself:
What do I know about him?
What does he lay awake worrying
about?
Why?
How old is he?
Where does he live?
What does he read and watch?
Where does he shop?
Which causes does he support?
How much money does he make?
What else might you ask?
The more you target your message’s
relevance to your prospect, the more
powerful it will be – giving you more
traction with your audience.
Remember, you provide a solution
to a problem they’re suffering with.
They WANT to know how to solve their
problem and be out of pain. That's
why they'll pay attention – and stick
with – your message.
Always Ask Yourself: Who Am I
Writing To?
Make a list and include everything
you can think of, you can edit the list
later – it’s a good exercise, even if
some things don’t seem relevant at
the moment.
You must remember; we’re all dialed
into our self-interest. It’s the only
filter we have; we can only see things
from our own perspective. From a
marketing standpoint, know that
and USE it.
continued
Think carefully about your target
audience. What do you know about
them?

Key Six
Tell Them What to Do. Use a Clear and Certain
Call to Action (CTA)
Make sure you tell them – in no uncertain terms –
exactly what they need to do in order to do business
with you.
Sounds obvious, right? Well….maybe, and yet…
So often we fail to tell people exactly what they need
to do to buy the product, get the service, do business
with us. It’s a critical part of your marketing message
that cannot be overlooked.
The Call to Action is just that – asking people to take
an action. What action? Could be downloading a white
paper or requesting information. You might want them
to schedule an appointment, subscribe to a newsletter
or buy a product or service.
Your call to action should begin with a verb. For
example, Click here to ______. Call today to ______.
Download our free ______ now.
Numbers work well, break up visual clutter and
command attention. Download our 20-page eBook
today. Access unlimited images for just $29/month.
Act now to try ‘it’ free for 21 days.
You might think telling your audience to take action now
or do something today wasn’t necessary. Oh, but it is!
Creating a deadline or offering an incentive boosts
response – almost invariably. Think about it this way.
So often
we fail to
tell people
exactly what
they need to
do to buy the
product, get
the service –
do business
with us. It’s
a critical
part of your
marketing
message that
cannot be
overlooked.

Key Six
Someone reads your compelling offer and they want
what you’ve got. Picture a pendulum. Imagine it’s
swung all the way to left. That’s the excitement of
your prospect. They’re amped up. They want it. They
know ‘it’ will give them the results they’re after.
But wait…
There’s nowhere for the pendulum to swing but to
the right, onto the side of fear, doubt and uncertainty.
They’re thinking, “Well, I don’t know, the last time I
bought a self-improvement course, I really didn’t get
the results I was after…” Or “What if it doesn’t work?”
Or “That’s a lot to spend when I don’t know if
it’ll deliver what it promises”.
Then, they come back to your call to action – you
tell them what to do. Ideally, it’s what they want to
do; they just need encouragement to take action,
to reinforce their decision makes sense.
We do that by removing risk, which brings me to the
final key.
They come
back to your
call to action
– you tell them
what to do.
Ideally, it’s what
they want to
do anyway;
they just need
encouragement
to take action,
to reinforce
their decision
makes sense.
continued

Key Seven
Use a Powerful Guarantee to Seal the Deal
We’re all afraid of being ripped off and lied to. It’s
happened to most of us – at least once. How do we
know they’ll deliver what they promise? How do we
know – especially if it’s the first time we’re doing
business with a company – that they’re legit, above-
board, for real? How can we be certain the products
are as good as promised? Or that the services will
really be delivered by an expert we can trust?
The best way to be certain is by trying the product
or service. What’s in our way of trying the ‘thing’
we’re pretty sure we want? We're not 100% certain
it will deliver as promised and we fear losing our
investment. And, this goes for a small amount of
money as well as large sums. No one wants to be
parted from their money – most of all because they've
been foolish.
Your guarantee takes care of the problem nicely. After
all, you should stand behind what you offer. Now you
need to prove it to your audience. If you demonstrate
your belief by putting your promise where your wallet
is and remove my risk – I’m much more likely to break
out my credit card.
If you tell me that I can get my money back if I’m not
satisfied, and then you go on to tell me how easy that
process will be, I start to believe you’re sincere.
I see you believe in your offer enough to remove the
risk for me.
I see you
believe in
your offer
so strongly
that you’re
willing to
remove the
risk for me.

It naturally follows that it must be
good. Why? You couldn’t afford to
make that offer if everyone took you
up on it. Even if I only realize that
subconsciously, the message comes
through loud and clear.
When you go on to show me – even in
your initial marketing, perhaps my first
contact with your company, that
you're sharing the risk, I start to believe
in you, which transfers to confidence in
your company, product and/or service.
That’s why your guarantee will go
something like this:
If you’re not happy with your ‘widget’,
just let us know and we’ll refund your
money, no questions asked. Simply
call us at 800-123-4567 or email us at
returns@our-company.com and we’ll
refund the full price immediately.
Now, think about this for a moment.
They haven’t purchased from you, yet
you’re telling them the number to call
to get their money back. Why?
Because they know you mean it. They
see it’s easy. They believe you. That
trust and credibility spills over onto
your widget. They want to believe in
it, they just don’t want to be duped.
Key Seven
Now, they can see for themselves
they won’t be. You’ve built a bridge
between their skepticism and your
great offering. You’ve reached out a
hand they can take and cross safely
to your side.
It works, it's critically important, and
you want to make certain all your
marketing conveys your credibility.
Your guarantee cements their belief
and overcomes the inevitable
temptation NOT to buy, request or take
another action.
Your guarantee removes the risk
and thereby cancels all the mental
chatter about why they shouldn’t
spend the money or take next steps.
We all experience hesitation before
deciding to purchase. We also like
when someone makes it easier,
or helps us justify buying what we
know we want. When you remove
the fear of being taken advantage
of, your prospect can proceed with
a clear mind, knowing they're not
going to lose their money – or
their temper.
continued

Wrapping Up
Here’s a quick recap of the 7 keys for you:
1. Emotion Drives Decisions. Write to their Pain or
Desire. Solve Their Problems or Feed Their Dreams.
2. Create Headlines that are Benefit Rich and Prospect
Focused.
3. Use Benefits and Features so Your Reader Can
‘Taste’ How His Life Will Change.
4. Tell Them Exactly What Problem You’re Going to
Solve and do it Through ‘Their Filter.’
5. Write to One Person and One Person Only.
6. Tell Them What to Do Using A Clear and Certain
Call to Action (CTA).
7. Use a Powerful Guarantee to Seal the Deal.
Finally, use plain language and make sure your
marketing is concise and to the point. Make it as long
as it needs to be to convey the message and no longer.
Resist the temptation to use industry jargon. Short,
snappy sentences read most easily. Be sure to cut
out anything and everything that isn’t absolutely
necessary, but use the length that’s needed to tell the
full, compelling story.
Direct response is all about results and if you follow
these 7 keys, you’re sure to improve yours.
Be sure
to cut out
anything
and
everything
that isn’t
absolutely
necessary,
but use the
length that’s
needed to
tell the full,
compelling
story.

When I discovered Amy Posner I was in need of a very
complex and multifaceted marketing message.
Not only did Amy exceed my expectations, she was a great
pleasure to work with and I now consider her a friend.
I highly recommend Amy Posner to anyone looking to
connect with their customers through compelling copy.
Thank you Amy for your hard work on my project.
Aaron Kilback
Kobary Productions
Vancouver, B.C. Canada
How would I describe working with Amy? Nothing but simple
and easy. We’ve worked together for many years and I felt
from the onset that she totally understood my vision and what
I wanted from my copy.
She took the time to understand my market and my goals.
She’s a brilliant marketer, which adds so much value for me. I
can’t recommend her highly enough. She delivers!
Reeny Barron
Business Coach & Author
Sydney, Australia
“She took the time to understand my market, so
she can speak their language.”
What can I do for you?
We’ve worked with Amy continuously for a couple of years.
Her copy is consistently targeted, efficient and response
focused. Amy is constantly investing in herself to keep
“sharpening her saw” and this has shown in the results.
What’s more, she’s very pleasant to deal with and always
hits deadlines on time. She’s a class act!
Will Swayne
Founder, Marketing Results
Brisbane, Australia

Amy Posner is a very talented marketer, with many years
experience in marketing, including writing sales letters,
websites, direct mail and email campaigns, white papers
and print materials.
I’ve been working with her for close to 15 years and she
gets it right every time.
Her passion for marketing shows in her brilliant
copywriting – she’s written copy for my companies and
clients in various industries: internet services, consumers
of telecom services, wellness and education, even some
highly technical engineering topics that I thought it would
be hard to write marketing for. Amy actually made it
easy.
I would highly recommend Amy with no reservations.
Thomas Nieburg
MarketExpander
Stockholm, Sweden
Amy meets deadlines and over-delivers on value. She
takes a project and adds an intangible that increases the
value of the work.
She gives honest evaluations of projects and potentials.
She is also more than willing to share her business
knowledge in the process. I would highly recommend her
for any project you have in mind.
You’ll be able to sleep at night knowing it will be done in a
professional manner with the highest quality output. The
quality of her work will surpass your best expectations.
David Alger
San Francisco, CA
San Francisco School of Copywriting
“I’ve been working with her for close to 15 years
and she gets it right every time.”

I worked with Amy over several months on a book project
and I found her easy to work with and extremely flexible.
She really listened to me and took the time to find out
what I wanted from her and from the project – then she
delivered it!
Amy really GETS Direct Response “Dan Kennedy-Style”
copywriting. She captured exactly what I wanted and I
would definitely hire her again. I’d say above all, she truly
cares about quality and client satisfaction.
Dr. Jeffrey Prager DDS, D.ACSDD
Bellingham, Washington
Bellingham Smile and Sleep Center
When I need great writing or business advice I go to Amy.
Amy has gotten to know our business and my voice so
well, I can send her bullet points and/or ideas and she
writes emails that never need any revision. Same with
postcards and sales letters.
And, her marketing advice is invaluable – she
understands the big picture and that’s a huge-value add
you don’t get from most copywriters.
She makes my life easier. She is also an experienced
entrepreneur and has great business advice.
Tim Murphy
Murphy Industrial Products, Inc.
Houston, TX
“Working with her is a simple and easy pleasure.
Amy is a professional in every sense of the word.
I highly recommend her. Choose her – you won’t
go wrong.”

About Amy Posner
Who Is Amy Posner and Why Should You
Listen to Her?
Amy Posner is a professional business writer and
marketing strategist with nearly 30 years
experience helping business people make more
money. Amy is also a Dan Kennedy Certified
Copywriter for Information Marketing and the
Direct Response Instructor at the San Francisco
School of Copywriting.
Known for being easy to work with, Amy has
generated many millions of dollars in sales for
clients around the world. Amy specializes in web
copy (including sales copy and landing pages),
direct sales campaigns, sales letters, white papers
(which double as free reports in some cases) and
video sales letters with the bottom-line goal of
getting you results.
She writes every piece of content for marketing
funnels and is available to help you strategize your
marketing funnel to get the results you want –
and need.
Two Examples of Mind Maps Created from Strategic Planning Sessions
Created for a Special ReportCreated for an Information Technology Website
FREE CONSULTATION
Why your Marketing Message
Gets Lost: Book 20 Minutes
with Amy. Visit:
copywriteramyposner.com
360.357.0859

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