Donald Trump ghost copywriter interview
Published: Thu, 11/05/15
Scott Haines.
Scott is easily one of the world's top direct response copywriters.
He's written for everyone from infomercial gurus and New York Times Bestselling Authors... to $100+ million per year direct marketing companies... to even business and marketing giants like Jay Abraham, Gary Halbert (who personally trained him) and Donald Trump as one of his ghost writers.
By the way...
Scott's Donald Trump ad is one of my all-time favorite ads to study.
And, yes, I'm going to show you how to get it.
(Be patient, my little droogie.)
Anyway, that was the first time I met Scott in person. But, I met him via email years earlier. And, back then, I conducted an interview with him based on questions my list submitted.
Below is part one of that interview.
Read it.
Enjoy it.
And, yes, profit ye from it.
Also...
At the end you can see a special offer for his advanced copywriting course, if'n you're interested. I'm also including almost $1000 ("for real" retail value people actually paid for, not phony made-up Internet marketing goo-roo value) worth of bonuses if you buy from my affiliate link.
Ready?
Then, as the Joker would say:
Here. we. GO ----
QUESTION: What do you do daily/weekly/monthly to keep your copywriting edge as sharp as possible?
SCOTT HAINES: As a busy freelancer, I write a lot of copy. Also, I coach copywriters (I've been a featured coach in every one of John Carlton's Simple Writing System Workshops... plus... I have a handful of private coaching clients.). And I still read a lot of good copy. Beyond that, I reread the classic marketing/advertising books periodically. These five more often than the others...
1.Scientific Advertising by Claude Hopkins
2.My Life in Advertising by Claude Hopkins (NOTE: You can get both of Hopkins' books in one combined edition.)
3.Tested Advertising Methods by John Caples (4th Edition or earlier, if you can find one.)
4.How To Make Your Advertising Make Money by John Caples
5.The Robert Collier Letter Book by Robert Collier
I used to copy out sales letters by hand... and also... lots of headlines. Not so much anymore. I talk more about doing those things in my Shortcut Copywriting Secrets(tm) Mini-Course. I'll reveal how you can get a free copy a little later.
QUESTION: What was it like working directly with Gary Halbert, and what were the top 3 "gems" you learned from him?
SCOTT HAINES: Working with Gary was the very best thing that ever happened to me. As far as what it was like... there's just not enough space here to do it justice. I could easily write a whole book on our strange and crazy adventures together. And someday I might.
I will, however, give you three gems I learned from him...
1. One time, on his houseboat in Bayside Marina in Downtown Miami, he asked me this question...
"Do you know the #1 reason why most people
buy something from an advertisement?"
I thought about it and replied, "Sure, self-interest." Then he told me something I'll never forget, he said...
"That's not it... the #1 reason most people
buy something is because of curiosity."
He then went on to say, "Sure, self-interest is very important, but curiosity trumps it."
I can't give you a whole lesson here on how to put curiosity to use in your copy but, I can tell you, at the very least, curiosity needs to be a strong element in your headlines and bullets.
2. "Nothing is impossible for a man who refuses to listen to reason." This was one of Gary's favorite sayings. And it's how he lived. He didn't let anything stand in his way. I saw him get things done that bordered on the impossible... and... it's because he didn't listen to most people's "reasoning" or pay attention to their idea of "common sense".
He lived a "No Limits" lifestyle. In fact, he had a dive watch that had "No Limits" on the face of it to constantly remind himself of how to think.
3. "More answers will be found through movement than will ever be found through meditation." Another Halbertism I strive to live by. Here's a quick "Gary story" that explains this aphorism fully:
Many years ago we were in Key West--at our good buddy Rocko's house--looking for places to stay. And we were searching thorough the classifieds in the Key West Citizen newspaper. Anyway, after I looked for awhile, I started discussing options with Rocko. You know, why this or that may or may not be a good idea... and so on. Well, after about five minutes of this uncertainty, Gary grabbed the paper from me, and literally said...
"I do know this, movement beats meditation any day."
Then, he picked up the phone, went down through the classifieds, and in two, maybe three minutes tops was talking to someone about coming by to see a place "right now". And in less than 10 minutes, he and Rocko were out the door. And in about an hour, he was back with the keys to his new place.
Me?
When they returned, I was still looking at the classifieds with no place to stay (except on Rocko's couch). I've never forgotten that lesson. It was one of the most dramatic demonstrations I've ever witnessed of someone getting something done immediately.
Sure, finding a place to rent may seem like a trivial or small thing... but... Gary could just as deftly and quickly knock out monstrous obstacles and problems, as well.
QUESTION: What is the best way to gain trust with a customer when all you have is their mailing address and they have never heard of you or what you do before?
SCOTT HAINES: Mail them what Halbert called an A-pile letter. An A-pile letter is a simple, white, #10 envelope with a typed or handwritten address--in blue ink, if handwritten--and a corner card that only reveals your return address with a "live" first-class postage stamp. Do that, and if you are selling something, do a complete sales job.
Better: Offer them something free... no strings attached. Or a free trial. In the long run, that's usually the most profitable--although not the least hassle-free--way to do business. It's how Boardroom, Rodale and many other large direct marketing companies operate.
QUESTION: What are the 'key takeaways' you learned while mentoring with Gary?
SCOTT HAINES: There are too many to list... however... I gave you three very good ones earlier.
QUESTION: What have you done over the years to increase your production SPEED? Do you start with the order form as some people recommend? Do you write all the way through and then go back to edit? Do you write in blocks then piece the letter together?
SCOTT HAINES: Write! It's that simple. The more you write, the better/faster you will get.
Some things that help: Timed writing periods with breaks. By now, most copywriters have heard the late, great Gene Schwartz' advice about writing for 33 minutes and 33 seconds... and then... taking a 5 or 10 minute break before starting again. It works. It keeps you fresh.
The thing is, I strive (and you should also) to do as much work as possible, while staying as fresh as possible... which... by the way, is something I learned from a Russian workout book. Timed periods with breaks help with that.
Having a daily writing goal helps, too. Such as, 2 pages a day... or one or two thousand words. Writing first thing in the morning helps. Also, consistency. If you write every day at the same time, your subconscious gets used to the routine and tends to help you out a bit more.
I don't start with the order form. I know direct marketing legend Ted Nicholas is a big proponent of that technique--and I don't really disagree with his reasons for starting there--it just doesn't work that well for me. I usually start with the headline.
Sometimes, if I'm having a little trouble getting started, I'll write the bullets first... which is something I learned from my long-time friend and colleague, John Carlton.
I often do write a piece from stem to stern. But I also write in pieces. It varies depending on complexity, my energy level, workload, et cetera.
QUESTION: What is the method you use from start to finish for doing the information gathering from clients (audio, phone, internet research etc.)?
SCOTT HAINES: Here's the short answer (because the complete answer takes up a whole section in my copywriting course): I mostly have them send me everything (product, promos, results, any and all data). Then, I block out a day, or two, or three and go through it all.
After that (and also during the process), I develop a list of questions and then get on the phone with them. Sometimes, however, I just hop on the phone with them blind. Sometimes, I have multiple phone calls. I may or may not hop on the Internet for research... it just depends on how complete my start package is.
QUESTION: What are some of your most secret tricks to writing the best bullets?
SCOTT HAINES: Another subject that takes up a whole chapter in my copywriting course... so... I just don't have the space to answer that question here.
QUESTION: What are the things that you do differently (if any) with your copy when selling a $19 book vs. a $10,000 course? Or do you follow the same principles no matter what?
SCOTT HAINES: I see you've read my bio. Anyway, I do a complete selling job regardless of price. Of course, it's less of a chore to get someone to part with $20 bucks versus $20,000. That is, the higher the price, the more you need of everything -- words, proof, risk-reversal, and so on.
Having said that, though, I believe I have had good success selling the higher-end stuff because of my confidence or my mindset. I just don't hesitate when offering something expensive. I write with full conviction and fully expect them to buy. A lot of people have mental hurdles when it comes to asking for a considerable amount of money... and... it shows in their writing. I don't. And that, again, I believe makes the difference.
[END PART 1]
How'd you like them mangos?
Scott is da MAN at copywriting.
I've had a chance to hang out with him a few times in person now and I told him if anyone buys his course through my affiliate link I will also include (at my expense, regardless of where you live in the world) these bonuses:
(1) "Crypto Marketing Secrets" book:
This is the entire 30-issue run of The Crypto Marketing Newsletter.
(Which ran from early 201o through mid 2012).
This book is not for sale anywhere else. Less than 30 people on the planet possess it. And, it's a "for real" $810.00 value (the run was 30 issues, and each issue costed $27)
NOTE:
This is a *physical* book that will be sent by mail.
(At my expense).
(2) Choose any back issue of "Email Players"
You'll get a pdf of my most current "Email Players" issue catalog. Pick any issue you want and I'll send it to you (again, at my expense, anywhere in the world).
Back issues go for $97.00 a piece.
So, again, not fantasy land goo-roo value.
This is for real retail value.
(3) The exact bullet points template I use
This document contains the bullet points template I have on my desk (it's next to my left arm now, as I type this, and is always there) that I use in emails and sales letters..
It's short cut my writing time by a factor 10.
(Easy).
The only other way to get this is buying my $297 "Copywriting Grab Bag" product. But, I'll include it with your free "Email Players" issue and "Crypto Marketing Secrets" book.
Anyway, there you have it.
That's a lot o' goodies.
All yours.
And, all free.
But, Only if you buy Scott Haines’ copywriting course from my "buck naked" affiliate link before Sunday at midnight (pacific time).
Here's the link:
http://www.copywritinggrabbag.com/haines
Ben Settle
P.S. Oh, and one more thing:
Remember how, at the start of this email, I said one of my all-time favorite sales letters to study is Scott's Donald Trump sales letter?
Well, guess what?
Turns out that letter is included in his course.
But you only got 'til Sunday at midnight.
After that, this offer vanishes.
Here's the link one more time:
http://www.copywritinggrabbag.com/haines