Gary Bencivenga – Retirement Legacy Download

Available on DVDs for the First and Only Time …
“Gary Bencivenga’s
7 Master Secrets
of Wealth Creation
for Marketers and Copywriters”

• Now available via DVDs and expanded, illustrated transcript for the first and only time—my never-to-be-repeated “Reveal-Everything-at-Once” Seminar.
• Only 2,000 sets available.
• Tightly restricted and limited distribution … you must be able to meet the four criteria spelled out below (no exceptions).
• Reveals every secret I’ve ever learned about how to boost your advertising response and become independently wealthy as a copywriter or marketer.
• Based on more than $1 billion and 40 years’ worth of scientific direct response tests.
• Includes everything revealed at my one-time-only Retirement Seminar, hailed as “historic” … “phenomenal” … “life-changing” by industry leaders … plus much more material that’s been added to make this the ultimate “Master’s Program” on breakthrough marketing and copywriting.
• Featuring scores of the greatest direct response ads of all time to illustrate every principle … plus “Gary Bencivenga’s Greatest Hits”—my all-time best ads, sales letters, magalogs, bookalogs, and more that you can use to guide your own marketing and copywriting.
• Guaranteed to be worth 50 times its cost … or you pay nothing.
• Free bonus if you respond now—”Da Bomb!” … probably the most powerful tool ever discovered for systematically boosting your response in every promotion you’ll ever run.

Record-Shattering Ads
to Serve as Your Examples

“Always Be Thorough”

Four Words to Live By

A much faster way to become “a serious, big-money copywriter…”
—Gary Halbert

But You Must First Qualify . . . .

Master Secret #1:
The Bencivenga Persuasion Equation®—
The Never-Before-Published Formula
Based on More Than Worth
of Scientific Testing

It Took Me 10 Years and Millions of Dollars in Testing to Piece This Puzzle Together

I Was Just an Average Copywriter
for the First 10 Years of My Career

The Real Secret to Creating
Blockbuster Advertising Consistently Is . . .

Master Secret #2:
The “Make-It-Easy” Approach
to Breakthrough Marketing

• They often crushed by 50 percent, 75 percent, sometimes even 100–200 percent or more the former control packages of our new clients. Most of these clients had been in direct marketing for years and were astonished at the results our approach yielded, usually on our first try.
• Once instructed, my young tigers were also able to dramatically boost response rates and rejuvenate long-running control packages and space ads for our existing clients.
• Likewise, they were able to get fledgling entrepreneurs off to a flying start, launching new products so successfully that, in a few cases, these entrepreneurs went on to build direct marketing empires that made them fabulously wealthy.

No, We Didn’t Win Every Time

For Example, in the DVDs and Expanded Transcript
of The Bencivenga Seminar, I Teach You . . .

• The #1 easiest way to get a 50 to 100 percent boost in your results immediately.
• The easiest way to persuade your best prospects to desire your product intensely—so much so that they’ll never truly feel satisfied with anyone else’s similar product.
• The easiest way to beat out even the most ferocious competition in your marketplace, even when their marketing is brilliant, their budget huge, and their copy so persuasive, it could have been written by Claude Hopkins himself.
• The easiest way to control the process of persuasion rather than merely guess at it. You’ll learn that persuasion, like music, comes down to a few simple notes. Master them, and you can play an infinite variety of melodies that are music to your prospects’ ears.
• The easiest way to apply the secrets of Warren Buffett, America’s smartest investor, to the process of marketing and wind up far richer. Very few marketers have ever thought of this.
• Where virtually all of your competitors’ ads are weakest, and the easiest way to exploit this near-universal vulnerability to your great advantage.
• The easiest way to come up with powerful premiums to help sell a main product. (So effective, you’ll find that prospects will often buy your main product just to get your free premium.)
• One of the easiest (and smartest) things I’ve ever done in my life that dramatically improved my ability to turn out control ads at will.
• The easiest way to beat—indeed, forever banish—procrastination, perhaps the #1 occupational hazard of copywriters and marketers with too many projects on their plates.
• A simple technique that will let you gauge, with almost mathematical precision, how your ad is going to perform when it hits the marketplace. And you can do this completely on your own, without any focus group, survey, or any other means. It is something you can do in five minutes at your desk all by yourself—anywhere, anytime—and know instantly how your headline or entire ad is going to perform.
• And finally, the easiest way to be a master of persuasion—the simple, 12-word sentence that will make you one of the most persuasive people on the planet, no matter what field you’re in. This is the “master secret” of perhaps the most persuasive man of the 20th century (and an adviser to six presidents). You’ll see how to apply his 12-word secret of persuasion to marketing … and greatly increase your response on any project.

Master Secret #3:
“The Blockbuster New Product” Secret

• You will raise the odds of a blockbuster success severalfold. With any new product, you can never be guaranteed success, but this strategy raises your odds to the max.
• You will dissolve price resistance and may even be able to double or even triple your original price point because your product will create such white-hot demand from the core of your market.
• You will create intense desire for your new product and yours alone. In other words, once you introduce your product this way, your market will never again be satisfied with your competitors’ products. Buyers will seek your product out specifically, demanding exactly the unique features you described in your advertising.
• You can easily lock in many years of repeat business from these same customers—converting their loyalty into self-renewing rivers of revenue that enrich you for decades. Your loyal customers will become the best annuity and “retirement plan” you’ll ever have.
• Not only will you likely achieve a blockbuster success, but once you do, your new product will be relatively immune to knockoffs.

Master Secret #4:
“Wealth Is an Income Stream”

And That Certainly Includes Copywriters!

The Real Money for Copywriters
Is in Royalties and Other Performance-Based
Compensation Agreements

If You’re a Copywriter, Hear Me Out! You’ll Never Get Rich on Flat Fees!

• How I converted my flat-fee clients into fee-plus-royalties clients.
• Whether or not you should have a contract or a letter of agreement with your clients before you agree to work on royalties.
• The most important advice a great attorney once gave me about who to trust and who to not trust when you’re to be paid via royalties. This can save you a tremendous amount of time and wasted effort as well as a great deal of heartache in avoiding those people who are destined to cheat you if you go into a royalty agreement with them.
• Should you have lawyers—both yours and your client’s—negotiate your contract? Or might these “dueling pit bulls” often cause more ill will and blown deals than their possible “protection” is worth?
• The best defense against being cheated in a performance-based agreement is to do this …
• Compensation deals you should walk away from … and why.
• Perhaps the greatest marketing model ever created for marketing your product and generating an endless river of revenue from it.
• My proven checklist of ways that marketers, copywriters, and designers can make a lot more money.
• Why you must start compounding your wealth now … and not put it off to the future. You’ll see why, no matter what you’re making, at least 10 percent of your gross annual income must be yours to salt away before you pay any bills or spend it. Anyone can and should save at least 10 percent of gross income. Pay yourself first … and you’ll discover to your delight that every dollar you save now will in time give birth (through the power of compounding) to lots of new “baby dollars.” And then, like a proud grandparent, you’ll happily watch those dollars spawn lots more “baby dollars” and so on—countless generations of new dollars to be born within your lifetime once you get this doubling-and-redoubling process started.In other words, every $1,000 or $10,000 you save now will double, then double again, then double again, and keep on doubling—if you start now and give the process enough time to work its magic. Compound interest is such a mighty force in building wealth that Albert Einstein once called it “the eighth wonder of the world.” I show how and why every copywriter and marketer needs to start doing it immediately—and automatically (don’t even think twice about it!)—to retire much richer.

Negotiating Tips for Copywriters and Marketers

• How copywriters (and designers, too) can be more successful when negotiating with clients.
• How clients can get maximum value and better work for every dollar they pay to freelancers.
• A pearl of bargaining wisdom from the tough-as-nails negotiator George Meany, the former head of the AFL-CIO union. Here is his never-fail advice for anyone who wants to avoid being taken advantage of in any negotiation.
• Why, if you are a freelancer, you must never let one client become more than 50 percent of your income.
• Why I have always found it most successful—and highly recommend this to you—to have a consistent pricing policy for all clients. Most important of all—never let your pricing be hammered down by the toughest negotiators! Do so, and you will be rewarding the penny-pinching hagglers and punishing your best-paying clients. When you teach your clients how to hammer you down on price by rewarding such behavior, you will never see an end to their haggling. And it will cost you dearly.
• Why, if you’re a copywriter, designer, or other freelancer, you should beware of this common technique used by clients to get a better price from you. It works with devastating effectiveness in getting you to lower your prices, unless you’re prepared!
• Why, paradoxically, by yielding on your price, you will often ruin your chances of signing up a new client.
• How I persuaded my clients to be comfortable in allowing me to work simultaneously for their competitors. This is a very sensitive subject, and you may not think it’s even possible for a client to want you to work for his or her competitors. But if you approach it this way, both you and your clients will wind up being much bigger winners.
• The best copywriter’s broker that I know in the business. If you are a new or up-and-coming copywriter and want to break into the big time working for America’s most generous royalty-paying advertisers, this is the man who can pull the strings for you and introduce you to the biggest and most lucrative clients in the world. I’ve known him for more than 30 years, and he’s helped many a copywriter and designer become rich. I tell you who this man is and how to get in touch with him. (With him and the other professionals I recommend from my “million-dollar Rolodex,” I have no financial interest whatsoever in any of their activities, so I can be totally unbiased in making these recommendations.)
• For example, in the DVD course I also name the consultants, designers, list brokers, and career-advancing resources that I most highly recommend.

Can You Imagine Yourself Making
. . . or More . . .
from a Single Piece of Copy?

Other Ways to Get
All the New Business You Can Handle

• A technique so powerful in attracting clients that it makes them want only you and no one else.
• How to sell without selling. Do you feel uncomfortable about selling your services? Most of us writers do, sometimes because we are introverts and sometimes because we don’t want to seem too pushy. It’s just not us.But here’s how to set things up so that your client sells himself or herself on your services. This is an ingenious technique that works like a charm in virtually any situation. I learned this secret from the man hailed as “America’s greatest salesman,” and it’s so powerful because when your client (instead of you) sells himself on your services, he or she stays sold. I give you a word-for-word example of exactly what to say, just as this great salesman demonstrated once on TV. You’ll see how easy it is … how it removes all selling pressure … and how it almost magically induces your clients to talk themselves into the sale. This is truly amazing and is the most valuable closing secret you can ever know. Apply it and watch your closing ratio soar.
• The triumph of the tortoise. How any copywriter can work his or her way up the ladder of important assignments—slowly but surely. Works with virtually any client, in any industry.
• The simple key to getting clients to offer you bigger and better assignments.
• The easiest way to become a hero to clients. Do this and they will always remember, be grateful, and start offering you bigger and better assignments.
• The more you do this, the more quickly your prospects will want to jump on whatever you offer.
• How to build your reputation as a copywriting star by beating up on the weakest competition in the marketplace. Think about it—if you’re starting out, why pick fights with the toughest heavyweights in the division? If you do, you’ll likely earn a reputation as a loser, which you can’t afford. But if you start out by beating up lots of weaklings instead, you’ll build a reputation as a winner—and demand for your services will rise. Here’s how to do it.
• Never act hungry! For example, if you give speeches at industry conferences, are you impressing potential clients … or shooting yourself in the foot by coming across as a hungry writer beating the bushes for new business? My unequivocal advice on this.
• Why you should never compete on price. Clients don’t want cheap. They want what works. They know full well that copy that bombs is terribly expensive and disheartening, regardless of what the copywriter charged. They want what’s good, and they know that high quality doesn’t come cheap. Here’s how you can confidently make this psychology a part of your presentations and proposals … enjoy stronger pricing power to earn higher fees … and often completely eliminate price resistance before it comes up. The boost that these secrets will give to your self-confidence and ability to charge more will, all by itself, pay for this DVD course many times over.
• Negotiating tactics for shy copywriters. Follow these principles, and you’ll be one of the best negotiators in the business without ever seeming aggressive or pushy.
• Negotiating tricks that clients use against copywriters to get a better deal. Your only defense is to be prepared, as these tricks have seduced even the most in-demand writers into lowering their fees.
• Why your current negotiating skills may be chasing away potential clients! Have you failed to “close the sale” on potential copywriting assignments and couldn’t figure out why? This is likely the reason, and I tell you how to cure the problem instantly.
• How to write proposals that almost always land the job. During my career I have been known for writing proposals that almost always persuade the prospective client to sign on the dotted line and send me a big check. Here are the secrets I used.
• Put this in your proposal, and believe me, your prospective clients will start to fall in love with you as soon as they read it.
• Then, add a section like this. Put this unusual, unorthodox copy in your proposals and, just as it happened for me, do not be surprised if you win almost every assignment you’re up for. This one little section in my proposals proved irresistible to almost all my potential new clients, and I almost never failed to win the assignment.
• The easiest way to establish a good “chemistry” with prospective clients so that they immediately feel, “This is someone we want to work with.”
• How to get the time you need to do the job right and not be pressured into deadlines that are too tight.
• What to do if you find yourself having agreed to a schedule that’s utterly impossible to meet. Do this and your client will respect you all the more.
• A surprising rule of thumb that I have found amazingly accurate in determining exactly how long a job will take, no matter what the job is. I learned this from one of the world’s top computer consultants, but it works in estimating the time needed for any project in any field. Try this and you will see for yourself. It takes a split second to calculate—right off the top of your head!—and is mystifying in its precision.
• Apply this secret, and you will come to consistently beat the vast majority of other copywriters competing against you. You will also have all the new clients you can handle as a happy side benefit.
• “Tell me, what do you do for a living?” If you’re a copywriter, whenever someone asks you what you do for a living, never say that you are a copywriter or that you write direct mail. Say this instead and be prepared for them to want to hire you immediately, no matter what business they’re in. This is a remarkably easy and effective way to build your copywriting practice and make your networking (at industry gatherings, social events, etc.) pay off as never before.

I Passionately Believe That
Copywriters, Designers,
and Marketers Deserve to Be Rich

Master Secret #5:
“The Cracker Jack Secret”

Lots More Secrets of
Salesmanship in Advertising …
from America’s Superstars of Selling

• The Secret of the Wise Old Salesman. This wise old salesman was one of Merrill Lynch’s most successful and richest stockbrokers. He had a simple technique he used to “bag the elephant,” i.e., attract very wealthy accounts. The best part is, anyone can use this strategy and it works extremely effectively online.
• The five universal objections to every sale and how to counter each.These five most common objections are the five “exits” through which most of your prospects are escaping right now. By anticipating them in your sales pitch, you effectively seal off these five escape routes and dramatically raise your closing ratio.
• A formula for persuasion that is so powerful, you can merely “fill in the blanks” and easily come up with blockbuster ad after blockbuster ad.For example, you’ll see my simple formula for making price resistance melt like a cup of ice cream left in the summer sun.Hint: A great salesman once told me that price is a funny thing. When a qualified prospect says, “It’s too expensive,” what he or she is really saying is this…
• The best way to overcome a “killer” objection that people may raise with your product or service.

Perhaps the Greatest Secret Ever Discovered
for Making Anyone Say “Yes”

Psychological “Hot Buttons” That
Trigger Intense Desire and Immediate Action

When Your Creativity Fails and
All Seems Lost, Create an Enemy!

• A technique for using “reverse psychology” that makes your prospects suspect that your product is even better than you are claiming.
• How to use controversy, news, and “playing against type” to inject great readership interest in any ad you run.
• How to use “the contrast principle” of modern psychology to enhance the perception of your product’s value as never before—just as a magician can make you see what he wants you to see.
• Why I so strongly recommend buying the products you love. Indulge yourself! When you do it as I show you, you will become an expert in “buyer’s enthusiasm,” and thus much more skillful at instilling this feeling in others.
• When your offer is “too good to be true.” If you were walking in New York City and saw a man on a street corner offering to give away $20 bills, chances are you’d be leery of accepting his money. You’d figure,“There’s got to be a catch, so I’m just going to ignore him.” Well, whenyour offer sounds too good to be true, many of your prospects are reacting in the same way. In all such situations, these nine words work like magicin making people drop their skepticism and decide, “OK, let me give it a try.”
• If you are losing the battle, switch the battlefield. This is another priceless technique when your message is fatiguing or your product is uninspiring. In effect, by changing the main benefit of what you are selling, you’ll give your product a new lease on life.

Master Secret #6:
“How to Be a Master Closer”

Master Secret #7:
“The Manifestation Secret”

How to Manifest Your Own Desires

But What If You Have No Clear Idea Right Now
of What You’d Like to Experience in Life?

And What Is That Manifestation Process?

Street-Smart Copywriting Secrets

• The five-word strategy that has shattered response records whenever it has been used.I know of no instance where copy that uses this strategy failed to smash the previous control. I consider it the greatest “stealth” marketing technique ever discovered.
• The 9 habits of super-successful copywriters and marketers.
• The miracle of 1 percent weekly improvement and how to use it to become a star, even a superstar in our business. So easy, yet so powerful, it’s a wonder so few people do it. But therein lies your opportunity.
• My “Three-Hour-a-Day” Rule: Why you can achieve almost anything if you can throw three solid hours at your highest-priority project every day. Are you weary of meetings that go nowhere and the hundred little interruptions that nibble away your time like a school of piranhas? Here is the #1 antidote—a ruthless dedication to putting at least three hours a day into your top project and letting all other activities take second priority to that. Here’s how to do it.
• The “Instant Litmus Test for Headlines.” Here’s how to find out in literally a matter of seconds—and without communicating with anyone else in any way— whether your headline is going to be a big winner or an embarrassing flop. This is a proprietary method that has never been revealed before in any book, course, or seminar. Yet it is one of the most valuable techniques you will ever possess. It will prove of inestimable worth to you because it easily and reliably prevents creative failures and produces breakthrough successes instead.
• How to harness the law of karma to create blockbuster ads that help people become healthy and wealthy … and thus guarantee that life’s blessings flow right back to you in ever-greater abundance.
• The biggest mistake that almost all marketers—even the savvy ones—are making with their ezines. Correct this, and watch your opt-ins soar.
• The very first thing you should do when considering a new assignment.Taking this step dramatically increases your “winning percentage.”
• An ingenious technique that is a godsend whenever you must create an ad for a product you have no natural enthusiasm for.
• How to write a blockbuster advertisement even when your product is weak. If you use this clever technique, you will not go wrong. It gives you tremendous flexibility on any writing assignment, even when your product is mediocre.
• The surest way you’ll ever find to double and sometimes even triple your odds of winning in any contest against other copywriters, even the best.
• An ingenious strategy for differentiating “commodity” products or services. If you sell a product or service that’s pretty much the same as everyone else’s, you are doomed to reap the same mediocre results, unless you apply this technique, which repositions everything in your favor.Example: I show you a case history so successful that it brought in 900 million customers to the company that used it, even though it sells the same “commodity” product as all its competitors.
• How to make your copy flow like silk in the breeze—secrets of making your long copy more readable and enticing.
• How you can legally get top celebrities in almost any field to appear in your advertising, without needing their permission and without even paying a nickel in endorsement fees, now or ever. This is a priceless tip on how to have your ads benefit from the words, names, and even photographs of the most respected celebrities in your field—e.g., Tiger Woods if you sell golf clubs—for no endorsement fee and without even asking their permission. And it’s perfectly lawful, as you’ll see.
• How to intentionally “weaken” your claim and in so doing drive your response higher. How is this possible? Take a peek at this startling, counterintuitive secret, which I have seen work over and over again in scientifically tested campaigns. Numerous examples provided.
• This word is so powerful in headlines (not “free” or “new”) that I cannot recall a single instance when it did not beat the control.
• Reliable “template” headlines where you can fill in the blanks and, in most cases, wind up with a very powerful ad, no matter what you are selling.
• The Great Fisherman’s Secret: The true story of a master fisherman—perhaps the best rod-and-reel fisherman on the East Coast—and what he can teach you about how to attract and catch many more prospects.
• The Breakthrough Secret—If you try this, you’ll give your direct mail package its best chance to be a blockbuster, one with “long legs” that runs for years and is a geyser of profits because your marketplace will have never seen anything like it before.
• The Cross-Fertilization Secret: How you can more easily create new winners in your own field, even against tough competition, by introducing successful elements from other fields, such as winning ad formulas, concepts, headlines, or offers, and transferring all that dynamite into your campaign. This is one of the easiest ways to come up with winning ideas.
• Gene Schwartz’s secret for coming up with irresistible bullets.
• A headline formula that works like catnip in making your prospects respond in higher percentages than you have ever experienced.
• “The Trojan Horse Welcome Package”—a never-before-revealed copywriting strategy so successful that if I were still actively copywriting, I would never share it (because it is too good to give to any competitor). This has never failed, in my experience, to beat former controls, even those that were very strong.
• If you apply this simple technique, you will love your headlines—and your market will go wild for them.
• How to make your counsel indispensable to your employer or clients. During hard times, when staff jobs and outside vendors are cut, your position and income will remain safe and secure if your counsel is indispensable. Here’s how to make it so.
• A simple change you can make in any space ad headline that will almost always trigger a higher response.
• Why, if you are a freelancer or consultant, you should never put your signature on an ad for a flawed product.
• The best single rule to remember if you are managing a creative department. This will get more and better work out of your staff than any other secret you’ll ever read.
• On average, this type of headline will win three out of every four times when tested against other headlines. Use it and stack the odds in your favor by three to one. (This priceless tip, given to me by a master copy chief, has never appeared in any book.)
• Three easy ways to begin your body copy that will immediately pull your prospects right into your story. They instantly make any product or service more appealing and your copy more engaging.
• One of the most powerful opening paragraphs you will ever read and how you can steal its magic for anything you write. For maximum power,use this paragraph exactly word for word, and watch your results rise.
• Freeze! When your prospects are tempted to stop reading your advertisement, perhaps to put it aside for another time, this copy freezes them in place and virtually forces them to keep reading.
• The best-seller secret. How your headlines, body copy, and premium titles can be vastly improved by stealing ideas from best-seller lists.
• A quiet, unobtrusive, “innocent-looking” headline formula that often beats other headlines by several hundred percent. When I first discovered this headline formula, the results were unbelievable to me. Yet, I have used it again and again in my career to create blockbuster advertisements. Only problem: It looks so tame and lackluster, your client may not even want to test it.
• The “Lifesaver” Headline: At those times when you simply cannot sum up your product’s many benefits into a concise headline, this headline formula will save your life. It makes it very easy to combine a host of product benefits, “laundry list” fashion, yet is remarkably effective in triggering high response. A “must-have” tool in your copywriter’s tool kit.
• This template makes writing killer headlines so easy, you can practically do it in your sleep.
• The first time I saw this headline, I almost fell on the floor. That is how deadly effective it is.
• Another headline so powerful, it caused a president of the United States to lose the election of his life. It also teaches a great lesson in persuasiveness no matter what you are trying to sell.

Write Brilliant Copy While You Sleep???

• The best copywriter productivity secrets I’ve ever learned and how to use them to easily double or triple your production—working fewer hours than you do now. Example: How to gain six to eight extra hours of productivity daily—by writing while you sleep. When you wake up, great copy pours out of you like a computer dump, so fast you can hardly write or type fast enough to keep up. And it’s so easy because your subconscious does all the “work” while you sleep like a baby. Just be sure you do this just before you fall asleep.
• Another unusual productivity tip (a secret I learned from Deepak Chopra): How regularity of schedule vastly increases your productivity. I didn’t believe this at first, but the difference it’s made in my productivity has been staggering.
• Did you see the movie Patton, starring George C. Scott? Perhaps you remember his fast and furious drive through Sicily, when his motto was“attack, attack, attack!” If so, you have an excellent idea of how any copywriter should tackle any assignment immediately rather than sitting on it for weeks. I tell you exactly what I mean, and it will make such a difference in the speed, quality, and results of your work … which can’t help but leverage your income, as you’ll see.
• Never-fail way to eliminate writer’s block. Ideas will gush from you like water from a busted faucet.
• A step-by-step, play-by-play guide to writing copy for any product. If you organize your assignments this way, you are almost guaranteed to write copy that consistently pulls higher response. I’ve seen this work again and again for every level of writer; no matter how good or accomplished they are before, they immediately advance to a higher level with this one simple process.
• Why you must learn to write like a crazed arsonist, lighting fires of desire—then change your mental wardrobe and edit like a Supreme Court justice. Why this combination of fiery writing and detached, critical editing will bring your advertising to a whole new level of responsiveness. But there’s one key you must know to bring this off easily, and it has to do with how you separate these two functions on your schedule. (Never try to do them at the same time!)
• How to write brilliant copy and headlines for any product, even when you have no feeling for it. This simple psychological trick is something you must master if you want to be a top copywriting professional who can write breakthrough ads for any product, even when you have no natural enthusiasm for it.
• The most productive ways for a copywriter and designer to work together on an assignment.
• How you can accomplish so much more by breaking your copywriting into these five small steps. I guarantee that your writing will flow much easier and be vastly improved, because you’ll now be focusing on just one small step at a time—and doing it superbly—like a jeweler cutting one little facet at a time.

Great News for Any Marketer
or Department Head
Who Must Evaluate Copy

• You will quickly and easily learn to ask four simple questions of any copy you’re considering and know exactly where it’s strong and where it’s weak. No more guesswork.
• You will give every writer and designer who works for you a consistent standard of excellence to live up to. And when they don’t, it will be visible for all to see.
• Even more important, you will command much higher respect—and better performance—from every writer and designer who works for you.They will know, based on your high standards and insightful evaluations, that you possess a jeweler’s eye for response-generating advertising and design … and that you will settle for nothing less.Believe me, just the fact that they know that you know what great copy and design look like will motivate them to give it to you rather than yield to temptation to take quick-and-dirty shortcuts.This is why, whether in copywriting or home renovation, the most knowledgeable clients get the best workmanship—because they know what to look for and insist on it. If you don’t, you can easily be taken advantage of.
• Because the process is so easy to apply, you’ll give everyone who works with you, from the receptionist to the CEO, opportunities to improve your marketing. You’ll be able to involve everyone in your organization in one of your company’s most critical functions—continually improving the strength and responsiveness of your marketing. You’ll have an easy way to have lots of “eyes” watching—and improving—your marketing, month in and month out.
• As a result, you’ll invariably boost your response, sometimes by as much as 50 to 100 percent, when you put this quality control process in place. First, you’ll pick up lots of “1 percenters”—little improvements that make the copy flow more smoothly, read better, present the offer more powerfully, and so on.But you’ll also catch whopper mistakes that would spell disaster if unnoticed. What’s more, you’ll trigger occasional breakthrough concepts—monster “grand-slam home runs” that make all the difference in your profits.

How Will You Fare in Our
“Pick-the-Winner” Contest?

A Superstar Jam Session

All Key Principles Illustrated
by Breakthrough Control Ads

• One of the most powerful ads in the history of direct response advertising. It beat all other tests created by top copywriters over a 40-year span, a feat unmatched even to this day. How you can apply its secrets to boosting your response. Remarkably, this ad’s headline and the psychology it harnesses are as powerful today as ever and can be used by any advertiser. (Not long ago, I recycled it to convert a mediocre ad for a mail order book into an instant best seller.)
• The letter that changed my life and raised me from mediocrity to success in direct response copywriting.
• The best ad I have ever written to attract new business for an ad agency or copywriter.
• The great marketing secret you can learn from Tom Monaghan, the college student who created Domino’s Pizza and became one of the richest men in the world. His success was founded on one simple marketing principle. Based on this secret, Monaghan’s advertising was so successful, that Domino’s went on to capture, on average, 25 to 30 percent of the market share of all pizza sold in the 50 major metropolitan markets in the United States.
• The advertising strategy recommended above all others by Claude Hopkins (the Aristotle of advertising) and an ad campaign that powerfully illustrates this secret.
• A headline I wrote 30 years ago that is still the control today. It can work for just about any product in any market.
• The 25-word headline that sold more high-priced cruise trips than any other ad in history. It, too, uses a simple but remarkably powerful principle that any ad can harness to boost response. Works universally to build desire and increase response, because it’s built on a universal human trait.
• The ad that took David Ogilvy 22 years to write. But once written, it propelled his ad agency into the stratosphere. The good news: Now that Ogilvy has provided this model, any business can use it as a template to explode its growth.
• My direct mail package that beat Boardroom’s best by 133 percent.
• How a happy accident created one of the most successful ads of all time. How you can methodically capture this “lightning in a bottle.”
• An ad with a five-word headline, written by an amateur advertiser, that’s one of the greatest gems of persuasion in the history of copywriting. So successful, he reported that half the country seemed to respond to it.
• My ad that broke all records for response for a financial newsletter publisher.
• Other great ads that have it all—examples of powerful advertisements that combine many or all of the techniques presented at the seminar to generate awesome power and response. These are among the greatest direct response ads ever written.For example, you’ll see one ad that triggered these documented results, as quoted by the company’s advertising director:
  “With these 130 words of copy, no more, no less, monthly sales, according to Wooten’s annual published reports, jumped from $50 million to $60 million, then to $100 million, then to $150 million, $200 million, and up and up and up … We are not only producing and selling at factory capacity, we are enlarging the plant to meet consumer demands.”
• The 21-word ad that has been one of the most successful ads in the history of direct marketing. It is a model of economy and a perfect example for you to follow. Rarely have I seen such a strong, concise nugget of pure selling power as this classic ad—and just 21 words! But, man, oh, man, do those 21 words sell like crazy, igniting a fierce desire to buy.
• A space ad that designers hate, because it’s densely packed with 6,540 words—all on a single page! And, believe it or not, it didn’t even have a coupon, just an offer buried deep in those 6,540 words. Yet this ad was so strong, it pulled a mind-boggling 10,000 responses from a single insertion in one newspaper.

And Speaking of Designers . . .

• How you can achieve increases in response of anywhere from 50 percent to 500 percent, purely on the basis of improved design elements alone.Here are the most powerful, scientifically proven direct response design secrets of all time, based on hundreds of split-run tests.
• Why designers should “draw with their heads, not with their hands!”This little gem of advice explains why so much design in advertising looks so boringly similar.
• How a typesetting accident resulted in an 86 percent boost in response.
• How type and layout can increase readership and response by several hundred percent.
• Commonly used design elements that kill response, making your copy less readable and driving readers away in droves.
• The right way to write and design magalogs, bookalogs, ezines, issue-logs, and other direct mail formats for maximum response.
• The secret “ABA Rule” that automatically gives your direct response advertising a higher readership and response.
• Surprise finding—why killer bullets on your outer envelope or cover of your magalog may be depressing your response. Be sure you read this warning before you put another bullet or teaser on your outer envelope or magalog.
• Why you must never force your readers’ eyes to fight against “reading gravity.” What this means and the many hard-and-fast rules that flow from this principle if you want highest response in your advertising.
• David Ogilvy’s classic formula for designing an ad.
• Did you know that photos always outpull illustrations, because photos have more realism and credibility? And to have your photos be exceptionally effective in boosting response, be sure to do this.
• The unforgivable mortal sin that even good direct response designers frequently commit in coupons and order forms. Avoid this “hidden disaster” at all costs.
• Why brochures, even when done well, will often depress your response.Why you are often better off without a brochure.
• Easiest way to get a 500 percent increase in your advertising’s readership. In David Ogilvy’s tests, he found you can easily get a 500 percent increase in readership of your ad just by doing this. Anyone can do it, in any market, and it costs not one cent extra when you advertise!
• “Gary’s Greatest Hits.” You’ll also receive complete copies of my most successful advertisements. Every one exemplifies how to execute the principles embodied in The Bencivenga Persuasion Equation®.

The Legacy I Want to Leave …
and What It Can Mean to You …

The Two Factors You Must Have
to Be a Star in Copywriting or Marketing

The Four Qualifications You Must Meet

• Boost response higher virtually on demand, for almost any product or service.
• Systematically and consistently beat existing control packages—be a Top Gun respected throughout the industry and feared by other copywriters.
• Launch blockbuster new products.
• Turn those blockbuster products into rivers of ongoing revenue year in and year out.
• Know how to build substantial wealth for yourself, your clients, and your partners, with royalties and other revenue-sharing arrangements and strategies.
• Manifest your most passionately held desires in every area of your life and career, as a true “alchemist of desire,” someone capable of turning desires into manifested fulfillment for yourself and for others.

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