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Cash Copy: How to Offer Your Products and Services So Your Prospects Buy Them 2nd Edition

4.1 out of 5 stars 25 customer reviews
ISBN-13: 978-0940374232
ISBN-10: 0940374234
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Product Details

  • Paperback: 480 pages
  • Publisher: Jeffrey Lant Assocs; 2 edition (August 1992)
  • Language: English
  • ISBN-10: 0940374234
  • ISBN-13: 978-0940374232
  • Product Dimensions: 1 x 6.2 x 9.2 inches
  • Shipping Weight: 1.4 pounds
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (25 customer reviews)
  • Amazon Best Sellers Rank: #1,046,848 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

the other reviewers have read a different book. I found it clear and simply written: he tells you what he's going to tell you, tells you, and tells you what he told you. Yes, he hammers some points pretty hard. Appropriately, this makes it hard to miss the essentials of developing good copy. As for arrogant, no more so than Dan Kennedy or Jay Abrams, IMHO. You get a clear, thorough step by step process for developing and checking your copy according to specific criteria that work. Hurt my feelings some more.
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Top 10 Things I've Learned Observing Dr. Jeffrey Lant...
Whenever I speak to Realtors and Mortgage brokers across the country, one of the things I am asked constantly, is "Why do you always recommend Jeffrey Lant's books?"
I thought about it...and here are the top 10 things I've observed that can be applied to ANY business.
1. Singleness of Purpose: Jeffrey Lant stands for one thing...helping business owners worldwide improve their profits. Everything in his business is designed to get that message out. He's definitely found what he is meant to do and he's oriented his whole life around that single purpose.
2. Do Everything Possible To Build a Subscriber Base of E-mails: The very first priority of his business, in my observation, is collecting e-mail addresses from everyone that comes within his realm. An e-mail address is the very first step in the worldprofit machine. Once people have made contact by email...it's hard to resist the constant offers.
3. Daily E-zine with Offers-OFFERS-and MORE-OFFERS: Every morning - as predictable as the sunrise - at 7:42 am, my inbox rings with another email from Dr. Lant jam packed with offer after offer after offer. Some people think daily is too much, but I've never heard of anybody unsubscribing...and I've never met anybody who doesn't at least have one of Dr. Lants books.
If you ask Dr. Lant -- he'll tell you, the orders never stop...they come in daily. How often would you like orders coming in?
I think he knows that not everybody reads his e-zine every day, but the day they're ready to read, it's there for them.
4. Relentless Follow-Up With Even More Offers: The only purpose of the daily e-zine is to get people to respond with a clue about what they need. Once Dr.
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Comment 18 of 22 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
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What are these people doing? Reading this book upside down, and with their eyes closed to boot? I buy marketing books because I want to make money from the information I get from them. Lant has given me 10 times the value in his handful of books I own from him, than any 50 authors I have on my shelf. Most Marketers can't write, and vice versa, Lant pulls off both jobs quite nicely, thank you!
Buy this book - you'll thank me for it
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This book is required reading for all my sales representatives. 'Cash Copy' is the name of the game in Marketing. If you can't put the words together to elicit the proper response, then you won't get the results you desire. Whether you are putting together a sales letter, quotation, monthly special or product announcement, the presentation and delivery make the difference. Invaluable resource that we use for everything that we put in print.
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Verified Purchase
In case you're wondering which error that is, it's "You Write in Jargon That Makes It Difficult For Your Prospect To Understand You." I just received this book a week ago and have found myself slogging through text that makes Jane Austin look like an easy read. I honestly think Dr. Lant sat down with a thesaurus in hand when he hand typed this out (I say hand typed since he obviously didn't use a spell check function. I have already found several spelling errors.) When was the last time you used the words foibles, smite, grievously, and insofar in a paragraph. I was an English major and have always prided myself in my substantial vocabulary. But now I'm a business owner that doesn't have time to search my dictionary for words like remunerate or stopgap. Also be prepared for longwinded paragraphs that are riddled with commas. I keep wanting to yell, "Get to the point already!" Dr. Lant obviously is a wealth of knowledge when it comes to writing cash copy, I have learned quite a bit in the few chapters I have read. But does it have to be this painful? I'm wondering if he has a shorter version with more bullet points and less gibberish.
Comment 8 of 11 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
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Lant uses an effective marketing model, but he is both arrogant and a poor writer. I am pretty tolerant of bad writing, but my copy is still mostly unread. There are many other marketing classics that are readable and contain even better information. I bought this book at a used bookstore, because I have another book from Lant, and was disappointed at that. If you enjoy academic, painfully long sentences then you might be able to get through this book. I have talked to people that do confirm that the author is arrogant, as you can tell by the tone of his writing. If you can get past all of this, then there is some good information in this book. The biggest problem is the tremendous waste of paper and of your time, because of the lack of clarity and conciseness.
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