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

4.2 out of 5 stars 26 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: 4.2 out of 5 stars  See all reviews (26 customer reviews)
  • Amazon Best Sellers Rank: #1,121,882 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

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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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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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 outstanding. If you want to break your stupid beliefs about how things should be and learn about what works in marketing, read this book. Arrogant? The only people who will think this are those who are attempting to protect their fragile egos from the blow of hard reality.

Your copy sucks because you're so wrapped in how awesome you are that you aren't willing to write good copy! That's the message and it's true. If you have a problem with it, maybe you should get an office job for a company where you only write memos.
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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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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.
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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.
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