The $22 million swipe file
Published: Thu, 10/04/18
Bill Jayme.
I call him this even though he died in 2001.
Even though he probably never even sent an email in his entire life.
And, yes, even though not 1 in 1,000 “internet marketers” (especially on Flakebook) know who he is or have heard his name.
Check out these mangoes:
Back in the 60’s, 70’s, 80’s, and first half of the 90’s this reclusive (and elusive) guy was widely regarded as the single best magazine direct mail copywriter on the planet. Even the “best-of-the-best” copywriters today (like, for example, “Email Players” subscribers Gary Bencivenga and David Deutsch — two of the highest-level copywriting minds you can find anywhere) rave about him. In fact, I recently read how Mr. Jayme and his graphic designer created packages so insanely profitable, they were able to charge as much as $40,000 for a single direct mail package.
Oh?
That doesn’t seem like very much money to you?
Well, before you scoff, realize that adds up to almost $200k in today’s money.
For a single direct mail package they knocked out in just a few weeks.
Anyway, as I mentioned, he probably never sent a single email in his entire life much less sold anything with email — especially after seeing a video showing his office set up, which I will show you how to access in a moment.
But, what I can say is, I’ve been spending the last several years studying his ads.
And, I believe many of his old narrative-based (as opposed to fascination-based) direct mail letters are perfect email “models” today.
Especially for subject lines.
Or email opening sentences/paragraphs.
Or creating the kind of engagement where people are looking to buy from you before they even see you’re selling anything. (Ask any of those high falutin’ ex-spurts on Facebook livestreams preaching “ENGAGEMENT!” if they know how to do that...)
Or closing the sale.
Or body copy you can’t stop reading.
(Even if you weren’t in the market for what he was selling…)
But, unfortunately for us mere mortals, he hated publicity.
He didn’t like the spotlight, either.
And, he didn’t do any teachings or courses or even so much as write a book about his copywriting secrets.
That's the bad news.
The good news?
What Mr. Jayme did leave behind is a gigantic swipe file of over 200 of his packages for us to study and learn from. And, the great Brian Kurtz has the rights to all his works, and put them in an 11-DVD collection. These DVDs contain 209 high resolution images (easily printed or read on your computer) of all Bill Jayme’s direct mail promotions spanning 138 different publications, in markets both small and obscure, big and mainstream. You can see everything about each package — including the sales letters, the envelope copy (reading these will be hands down one of the best subject line educations you will ever get), the lift notes, the circulars, the reply elements, and everything else that went with them.
Something else to think about:
I recently read that, if you were to count up all the fees Bill Jayme and his designer were paid for the ads in this monster swipe file, it comes out to something like $4.18 million in fees.
Adjusted for inflation in today’s money, that is $22 million.
Meaning, this collection is a literal $22 million swipe file.
And, in fact, it’s probably worth even more.
(I’m going by 1975 money, he did a lot of them in 60’s.)
More:
Remember when I said Mr. Jayme hadn’t written any books or informational products?
Well, that’s not necessarily technically true.
Here’s what I mean:
The 11th DVD is a special bonus video of Bill Jayme talking about his take on the various copywriting principles that made him so successful. It’s not a long video. But, it does have a few very Valuable “persuasion nuggets” for anyone who sells with direct response marketing — whether using sales letters, email, social media, video, livestreams, content marketing, audio, text, podcasting, or anything else.
Plus, as a “carrot” to get you to grab these promos before the deadline below, I’m also including a 70+ minute collection of private videos I recorded called:
"elBenbo Unplugged: Copywriting"
Some of the secrets inside this collection include:
* A secret way (I learned by studying certain popular comic book writers) of using photos to make your sales letters far more persuasive. (Not only does this trick give your ads more built-in “prestige”, but it can ratchet up your sales, too.)
* The bedroom trick for knocking out sales letters customers can’t resist buying from. (This once helped nab a client I helped almost $2,000.00 in sales for every $150.00 spent on Facebook ads, if that tells you something…)
* The sex sales letter technique for making your ads almost impossible to stop reading. (I’ve only seen one copywriter ever do this, but when I started doing it in my sales letters, they became almost “hypnotically” hard to stop reading.)
* What to talk about in your ads and other marketing if you absolutely MUST get someone’s attention. (I heard a famous sales trainer talk about this once — and it works like crazy to reel in and get the focus of even the most gnat-like attention spans.)
* How to trick your brain into writing copy that turns people almost into feening, buggy-eyed addicts for whatever you sell. (This is straight from a copywriter who studied advanced psychology and neuroscience at Princeton University, and will forever change the way you write your ads.)
* The single best way ever invented for getting overrun with new copywriting clients! (Works like crazy even for brand spanking new “fresh off the turnip truck” freelancers.)
* The “brain-twist” technique used by one of the best copywriters in history to knock out sales letter bullets. (Works like gangbusters for creating product, article, and livestream titles, too.)
* The scatter-brain’s secret to eliminating burnout and boredom when working long hours. (This has been used by everyone from best-selling science fiction authors to A-list copywriters, and can potentially let you work 12+ hour days without even a spark of burnout!)
* A little-used copywriting trick for making even your most outrageous claims 100% believable to even the most hardened skeptics. (A secret used by two of the greatest copywriters who ever lived, but that nary anyone online bothers with for some reason.)
All right, here’s the deal:
The Bill Jayme Collection was originally priced at $495.00.
But, if you buy from my righteous affiliate link below, you can have it for $295.00 plus shipping & handling. But, the deadline to get it at this price, along with the bonus elBenbo Unplugged: Copywriting videos is Sunday, October 7th at midnight EST.
Also, one more thing:
Brian has only 8 of these in stock.
After that, they will be printed on demand during this sale.
(This is a physical product, not digitally delivered)
That means it will take a 1-3 weeks to get them to you if you buy after the inventory is gone.
Get your lovin’ here, while there’s still time:
http://www.EmailPlayers.com/jayme
Ben Settle