Customer Reviews

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

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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. Lant has an idea of what they want to achieve...he is relentless in making offer after offer to help people get exactly what they want.

5. On AND Off-Line promotion: It's not enough to count on just online promotion...Jeffrey uses his quarterly Surefire Business Success Catalog, the quarterly Sucess Card Deck and other offline methods to point people toward his website where he can start the process of collecting those e-mail addresses.

6. Weekly Teleconference Event: The weekly making money on the internet teleconference calls serve a purpose of steering everyone to a fixed point of reference. It's a tool to bring people considering a purchase together to hear success stories from people just like them. Having a weekly call makes it easy to answer questions and leverage time by spending an hour with several people at once.

7. Constant New Product Development: The Worldprofit team doesn't rest with the products and services they already have. They are constantly developing NEW ways for business owners to grow their online business. This commitment to constant and never ending improvement keeps worldprofit dealers on the leading edge of online marketing.

8. Accessibilty:

Dr. Lant is the most accessible marketing genius on the planet. If he's not at a Making Money on The Internet Conference...he's in Cambridge, at his desk, answering the phone on the first ring, ready to help business owners reach their goals. When they need him, he's there.

9. Countdown Marketing: One of the most valuable lessons I've learned observing Jeffrey, is the power of Countdown Marketing. Selling a constantly diminishing supply of benefits. "Only 3 days left for the early bird discount.." -- " Last 12 cards in the October card deck." I've been able to watch this at work, and model it my own business. Nothing works to motivate prospects as dramatically as the possibility of LOSING out on some benefit they want and need.

10. Something For Every Price Range: I was looking at Jeffrey's latest Surefire Business Success Catalog...and was impressed with the number and variety of product offerings...from countless FREE and $7 reports, $40 books, $100 book combinations, all the way up to $3700 domain packages. No matter how much money a prospect has, there is a way for them to get started improving their situation right away.

Dean Jackson <mailto:Dean@DeanJackson.com>Dean@DeanJackson.com

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.

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

Some good information. The problem is that I had to do so much skimming to get to anything useful it was unbelieveable. Such a waste of paper. I don't know what some of those other reviewers were thinking about. Then when I finally found the useful information it takes you 10 excrutiatingly long chapters later to figure out what to do with the information. In my opinion your better off getting your copywriting information from another author. I've made the mistake of buying other books from him and he uses the same wasteful and frankly very egotistical style. He thinks he's the only one who knows how to market or one of the few. I am an avid reader of marketing books and I feel you'll be better off somewhere else. I'm sorry I wasted my money on his books.

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.

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.

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.

Right at the start he states that he will use the book to push his own services.

He's not kidding.

I feel almost guilty reviewing a book I didn't finish reading - but that I just couldn't finish a book by a pro' copywriter speaks for itself. He constantly informs you, dear reader, that you're just not customer focussed enough. No, you're not. Really, you're really not customer focussed enough. Not at all. You should be more like him, because he IS customer focussed, see? Do you get it yet? You're not customer focussed enough. Unlike him. Perhaps you should hire a professional, someone who is customer focussed enough? Because you, why you're just not customer focussed enough. Not at all. Unlike him... Zzzzzzzzzzz....

No, that's not just the 1st chapter, I was 2/3 through when I just gave up on it.

Don't waste your money. If you want to know how great he is, send him an email. Tell him you're not customer focussed enough.

Dr. Lant really knows his marketing stuff. He delivers
a great deal of value and detailed information. If
you are accustomed to reading other "self help" or
"get rich" writers you may be unprepared fro the
onslaught of specific advice Lant gives in Cash Copy.

If you only read one copywriting book this one is a
good choice. Of course no book covers all the bases,
but Cash Copy is thorough enough and contemporary enough
that you'll be able to see how to apply the information

OF COURSE you should read old books like Scientific
Advertising - but it's about 100 years old and you
may find the principles timeless but be unsure of
how to apply them to business today.

We are in an age of information overload. I think Lant
foresaw this coming when he wrote Cash Copy. The
stuff in here will help you craft messages which:

a) aren't "just plain dumb" marketing
b) cut through the clutter and make your reader take
notice... if she has a need.

This is a first rate book on not only how to write copy
but how to craft a relentless advertising strategy.

If you pick up some of Lant's other books you will see
quite a lot of redundant writing... many of them seem to
cover some of the same territory. That's common with
business and personal development books - most writers
cover the same ideas from different perspectives and
collect a new paycheck for the same thinking every couple
of years. It's a smart way to do the writing business,
but if you are a reader you should know that's the game.

I'm not saying that repetition is a bad thing. Great
business writers help us see how to apply the fundamentals
to getting great results out of any situation.

Cash Copy is truly a "desert island" book on copy.

This book was a big, big influence on Brian Keith Voiles
Advertising Magic course, also very good.

After you read this book, you'll never see advertising the same way again!
Especially, your own. (The downside is I have a LOT of rewriting to do --
the upside is I look forward to higher responses, lower marketing costs, and
better service to my clients).

Jeffrey Lant emphasizes the need for client-centered marketing materials
that elicit a response NOW! Essential key ideas are repeated in many examples
to make sure you remember -- and apply. A great how-to reference that I will
keep on my desk.