Stealing Pat O’Bryan’s Sales Letter Secrets in Ash Fork, Arizona

I just returned from spending a couple of relaxing days with Michelle (my wife) and Mary (my daughter) at my aunt’s cabin outside of Ash Fork, Arizona.

Right before we hit the road on Thursday morning, I was lucky enough to receive the latest book from Internet marketing expert Pat O’Bryan. The mailman’s delivery of “Your Portable Empire: How to Make Money Anywhere While Doing What You Love” made me even more excited to get moving because I knew there would soon be plenty of time to soak in O’Bryan’s teachings.

The environment at the solar-powered cabin where we stayed proved perfect for relaxation – calm breezes, zero traffic, beautiful scenery, wildlife sightings and, most importantly, no ringing phones, e-mail or even a computer in sight. As a result, I spent a good portion of Thursday and Friday outside, reading O’Bryan’s book from a bench on the front porch.

Maybe it was the serene setting (the photo below shows the view from the bench) …



It could have been the feeling of total relaxation that encased my body …

But getting an opportunity to read O’Bryan’s book without any interruption (minus the occasional request from my 2-year-old daughter to play in the rocks off the front edge of the porch) made it seem like he was spilling his secrets while sitting right next to me. I could almost hear him speak word for word.




Yes, I understand this confession sounds a little crazy, but I guess that’s what happens when you get a rare opportunity to dive into a good book without any distractions.

One chapter that was especially energizing was O’Bryan’s Introduction to Copywriting. As a copywriter, I’m always anxious to read tips and tricks from other people who have experienced success creating content that generates sales.

In O’Bryan’s case, his writing has helped sell hundreds of thousands of dollars worth of his own informational products. What makes his story so unique is he admits to being a relative newcomer to copywriting and Internet marketing in general.

Below are some of O’Bryan’s tips for writing an effective sales page.

• A well-written sales page includes the “big seven”: headline, bullet points, subheads, the body, the guarantee, the close and the P.S.



• Ninety percent of your effort should go into writing your headline, because 90 percent of the effectiveness of your copy depends on it.



• Writing sales copy has nothing to do with intellect. People buy with their emotions and justify it with their intellect.



• Anything with quotation marks around it will stand out.



• If you notice an ad that runs for several months with the same headline, write that headline down! It’s working.



• Bullet points are only slightly less important that headlines. Almost all of your readers will read them.



• Don’t be afraid of long copy … A person who is contemplating a purchase, especially the purchase of an expensive item, wants to know all there is to know about the item.



• The two best kinds of testimonials are from experts and people just like your customer.



• The longer the guarantee, the lower the return rate.



• Bonuses make sales.



• Everybody reads the P.S. … Use the P.S. to convince the reader who has passed right by the “buy now” button to retrace his steps and buy.

As a bonus, O’Bryan followed up the copywriting chapter by interviewing Joe Vitale (my all-time favorite copywriter), who revealed one of his favorite headline techniques.

Vitale said he likes to ask a question in a headline because it engages a reader’s mind. The trick, he added, is creating a question that can’t be answered with a yes or no without reading the rest of your sales letter.

His example: “Which of These Seven Secrets Will Help You Save the Most Money on Your Taxes?”

I’m especially fond of this tip because it builds on what I previously described in this blog as “The Most Powerful Force in Direct Marketing” – curiosity.

Of course, there are plenty of additional tips and tricks for you to discover in “Your Portable Empire.” If you’re interested in making money online, this is one resource you’ll want in your reference library.

Happy writing and reading!