I'm Writing A Book for a Lady w/13,000 Customers & Can Use HELP

[Glenn]

CHAPTER #5 - Why Our Our 34 Lb Cat *Flip* Suddenly Started Chasing Chipmunks Up The Brick Walls of The House

At our house we are surrounded by farms.

There is a dairy down the road. And a butcher in a nearby town.

Cats everywhere. As a kid a local farmer showed me how to spray milk
directly from a cow into a cats mouth. Comical. The cat's face gets covered
in milk. But they love it.

So we have a cat.

Not just any cat, however.

Our Cat Is
A Little Bit CRAZY

Our cat is a Rapscalian. A card. A real Character. A little bit crazy. We
picked him out because of all the cats lounging around the barn. One cat
was doing FLIPS off of boards, out of windows. Chasing his tail and anything
that moved.

But after a few years FLIP got old and fat.

We had some cans of condensed milk in the cupboard. So I mixed a few
pinches of Omega Super Spinach into a saucer of milk.

Didn't pay much attention.

Our Bored, FatCat
Flip Suddenly
Jumped on a Dog

But a few days later there was a BIG RUCKUS outside. Flip had jumped off
the woodpile onto the back of a 150 pound labrador retriever. The dog
had been coming onto our porch to clean up any leftover cat food left in the
dish.

That dog Howled and yipped and screamed bloody murder with four sets
of claws in his hide.

Ran like the dickens. FLIP hanging on for dear life. And we never saw that dog again.

I thought, "I wonder what suddenly got into that crazy cat."

But soon I had other things on my mind.

DEAD BODIES
Started Showing
Up

Dead birds and mice started showing up on the porch. And a flying squirrel.
FLIP was showing off for us.

But the LIVE Chipmunk entertainment was the worst.

FLIP suddenly had lots of energy. And when he gets bored things get Crazy.

So Flip began to bring perfectly healthy chipmunks onto the porch. It was
kinda' cute the way FLIP would bat the chipmunk around like an old sock.

But Chipmunks don't enjoy being played with. They jump up and down
on their hind legs. Try to bite and squeak.

And when I walked too close one of the little rascals ran up my pants leg.

ONE GUESS what happened next?

You got it. Flip chased his pet chipmunk up my leg. I had claw marks
all the way up my body for a week.

Here's a little known fact for you:

Did you know chipmunks can run up a brick wall?

Yes, it's true.

But even stranger is this next fact. Our 30 pound NUTSO Cat Flip can run
up brick walls too.

Someday You'll Need
To Know How to
Keep Your Cat
From Climbing
Your Walls Too.

So picture this...

The cat is chasing his live action toy up the brick wall. I'm trying to knock
the chipmunk off the wall. A brother and a parent yelling in the background.

Nobody wants chipmunks on the roof, after all.

Now.

Nobody ever asked me, "Glenn, why are you bored by hockey and baseball
and lacrosse?"

I have a very good reason. The hockey ball or baseball or lacrosse ball
is not Alive. It doesn't move.

It was my job to stand with a broom between the latest chipmunk and the
house. Grass, sidewalk, concrete porch. It didn't matter.

When the chipmunk made a dash for a window or door or tried to run
up the brick wall - WHOOSH with the broom. I swept his brown striped
little body back between FLIP'S paws.

So if your pet doesn't have a hobby I say, "You don't know what you're missing."

================
================
ACTION SUMMARY - Before and After Result...

Ok.

There is no Easy way to turn my Weight Loss Story about Flip-the-cat into a
short Case Study.

However.

Let's take a stab at it.

And focus on the BEFORE and AFTER effects or results.

Before and After are good effects to shoot for when writing a Case Study.
Or a Testimonial. Or any story.

-----------------------
WHY Our Cat Suddenly Chases
Chipmunks Up The Wall

Because Flip had gotten old and fat I mixed some of my personal supply
of Super Spinach in his condensed milk.

Suddenly he was acting like Snoopy the Red Baron. Jumping on big dogs
who invaded his porch inner sanctum. Bringing all kinds of varmints home.

Dead moles, birds, mice all neatly lined up by the back door.

But the Chipmunks were still ALIVE. And that's how I know for a fact
that both chipmunks and cats have claws enough to run up a brick wall.

They'll run up your pants leg too. But that only happened one time. I was
on high alert after that.

Why tell you this?

So You are Warned not to feed your cat or dog or hamster too much
of your supply of Super Spinach Omega minerals.

Your sleepy little ball of fur may suddenly behave like Superman or WondorWoman or some Super villain.

At least NOW you are Prepared.

----------------------
That came out better than expected.

Up Next...

CHAPTER #6 - A Good Looking Testimonial That SUCKS Because it Chases
People Away. This is a Very Common But Deadly Mistake.

[Glenn]

CHAPTER #6 - A Good Looking Testimonial That SUCKS Because it Chases
People Away. This is a Very Common But Deadly Mistake.

Why Do People HATE this Testimonial on an UnConscious,
Emotional Level?

Let's count the ways.

And what to avoid.

I collect 100's and 100's of success stories and case studies and Testimonials
a year for my F-r-e-e Ezine archive.

And this is the most Common Mistake people make when writing
up their Stories.

FIRST...

The Original Testimonial...

------------------------------------------------
------------------------------------------------
From a Couch Potato to World-Class Athlete

At 36, Jim Pearson was an over weight, beer-guzzling, "good ol' boy" with
back problems. He hadn't run since his college days 15 years before but
started jogging in the hopes that his back pain would ease up. Jogging
became running, and running became racing. He dropped 40 pounds and just
kept getting faster and faster.

He accomplished his transformation from couch potato to world-class athlete
with no professional coach, no big sponsor, no backing, just sheer guts and
determination-and help from Super Blue Green Algae, while holding down a
9-t0-5 job, six days a week. Certainly Super Blue Green Algae is an essential
ingredient to his success.

Jim Pearson
Clearwater, FL
----------------------------------------------
----------------------------------------------

Ok-dokey.

Let's Rip it apart bit by bit.

POINT I -

I've got to admit to FEELING JEALOUS of ole Jim. And that ain't a good thing.

Why?

Because people don't listen to or imitate folks they don't like.

POINT II -

"From a Couch Potato to World-Class Athlete"

A question for you.

Just how many World Class Athletes are there running around in the world?

Answer.

NOT MANY.

So unless You - Dear Reader - are a fellow World Class Athlete you will
SHUT DOWN after reading the headline.

Why?

Because it doesn't pertain to you.

You have no hope of reaching Jim's amazing pinnacle of success.

So our goose is cooked Right
At the Headline!

ONE WAY to deal with this Kind of Headline
is to down-play His Amazing Transformation.

Perhaps...

"From Couch Potato to Athlete"

OR

"How I Lost Wgt And Started Running Again"

=============
=============

POINT III -

Jim seems like a good guy.

But READ sentence #1 & #2 again.

Sounds like a LIE, doesn't it?

BECAUSE...

ASK YOURSELF. "Would I start jogging when I'm over-weight and my back hurts?"

NOPE.

NOBODY Else Starts running in hope that jogging is going to FIX UP their Bad
Back.

Even a doctor will tell you that is LUDICROUS.

Silly.

So Your Unconscious mental antennae are already smelling
something rotten. Even if this is all true.

It FEELS Not quite right.

At 36, Jim Pearson was an over weight, beer-guzzling, "good ol' boy" with
back problems. He hadn't run since his college days 15 years before but
started jogging in the hopes that his back pain would ease up.

POINT IV -

I'm a runner.

In fact, in college I joined a running club. And ran 100 miles per week.

Why am I bragging about my running Magnificence?

Because
You
Can't
Run
Anywhere
IF you
are in
pain
or
OverWeight.

WALK - yes.

Run - no.

So again - this Testimonial is off-key.

I doubt Jim wrote it.

So a non-runner - non-athlete wrote the whole thing and that is why
it doesn't RING TRUE.

UNconsciously -
other readers besides me -
will smell a rat.

IF the headline and the first few sentences are LIES. They stop reading.

"Jogging became running, and running became racing. He dropped 40 pounds
and just kept getting faster and faster.

He accomplished his transformation from couch potato to world-class athlete
with no professional coach, no big sponsor, no backing, just sheer guts and
determination-and help from Super Blue Green Algae, while holding down a
9-t0-5 job, six days a week. Certainly Super Blue Green Algae is an essential
ingredient to his success.

Jim Pearson
Clearwater, FL

===============
===============
ACTION SUMMARY -

Ok.

What do I need to do to re-write the above FALSE Testimonial?

No help for it.

I'd have to interview Jim.

Or somebody close to Jim. A family member or running friend who knew
the TRUE Details.

I see many many Testimonials like this that are
totally unusable.

One Last Point.

It's Important.

A Good Testimonial or Case Study or Story is NOT A Hard Sell Professional
Piece of Copywriting.

DID You Feel it?

Go back and look at it again.

Kinda' polished and pushy don't you agree?

Off-putting - isn't it?

-----------------------------
-----------------------------
CHAPTER #7 -

[Glenn]

CHAPTER #7 - How an Apartment Manager Memorized 250 Temp
Employee Names with One Handshake Intro Each

Here's the Case Study:

Please notice that depending on what usage
you plan for some Case Studies/Testimonials
By changing the Title you can shift
the emphasis around.

In This Case We're focusing around
Wgt Loss using Mother Natures nutrition.

-------------------------------
-------------------------------

"I Ate Like a Horse But Still Pulled My Belt
In a Notch"

Dear Glenn,

On my second day at a new job as Apartment Manager my boss
handed me a clipboard. Pointed to a huge truck outside.

Said, "You're just in time. We bought all new furniture for 400 apartments
so I called The ManPower Temp Agency and they're sending a few 100
manual laborers over to help you install it."

I never had that good a memory before. But somehow I memorized
everybodies name. The Super Sprouts, Spectrabiotic digestive Algae
and the Omega mineral algae were like magic.

Funny. I didn't realize anything was different. But the big boss showed
up during a morning meeting with the men. And I went around the room
and reeled off the names like clockwork.

Everybody was looking at me. "How did you DO that?"

So Thanks for making me look good. I just got a glowing EVAL Report
and a Raise.

A funny thing. Even though I wasn't used to heavy labor. And was older
and heavier than many of the TEMP guys. I was able to keep going until
5pm every day. 7 am to 5pm is a long day.

I was both helping unpack. Lift beds and living room and dining furniture
off trucks for two weeks. But I was able to keep track of what went where.

And Inspite of eating like a horse I pulled my belt in a notch.

Very nice.

Alan Baer
Baltimore, MD

-----------------------
-----------------------
ACTION SUMMARY -

Ok.

As you see the above is a story based Testimonial.

It talks about Before and After.

Explains several Benefits:

A - Better memory

B - Looking good to the boss

C - Great Evaluation at work and a raise

D - More stamina and No-Thinking-Wgt Loss

What You Can't see is the way I wrote
the Headline for the Testimonial.

I read thru it.

Then lifted Alan's Words from the end of his story. Stuck
it up top.

Often when I'm writing something I'll start with
a working Title. FIRST DRAFT.

Then find a better Headline Buried in the
Copy.

You should do this too.

OK...

Up next.

CHAPTER #8 -

[Dien Rice]

Wow Glenn, this is VERY valuable stuff!

And you're absolutely right about stories. We humans are "wired" for stories. We've communicated using stories for thousands of years. It ain't gonna change any time soon.

Thanks... I'm looking forward to the next instalments!

- Dien

[Glenn]

CHAPTER #8 - Department of Motor Vehicles FUN & GAMES. How I OUT-THUNK The Employees At The DMV & You Can Too.

Ok.

When I entered the DMV Torture room there were 13 Substations inside a giant open space. One employee at each desk.

And a heavy-set Russian Lady at the front door. AND A LINE.

MY DEVIOUS STRATEGY -
I arrived at 2pm - late in the day.

Why?

Because Coffee drinkers get buzzed/fuzzy late in the day. They want to go
home. And most folks at the DMV are chubby and over-weight. So after a
day of filling out forms via computer screens.

And taking photos of UNhappy drivers...

Their eyes hurt.
Feet hurt.
Joints ache.
Headache too.

I confirmed this at the DMV. Squinting, fidgety, slumping, limping workers
are EZ to spot.

How did I Predict all of this Before I arrived?

HUMAN NATURE does not change.

I had a job at a Big University. I managed 500 Janitors and maintenance
men. They'd literally RUN out to their cars at 5pm. Race each other
out of the parking lot.

Literally last week a little brunette cashier named Jessica LOCKED me into
her STAPLES office supply store. She pulled the huge metal grate over the
front door 30 minutes BEFORE closing.

I had two Tasks at the DMV Circus:

I - Renew my drivers license
II - Transfer Title and Tags

My Computer # was I-17. I remember it well because the computerized
voice called it THREE times in 3 hours. (They don't use names. Just a #.)

2 PM - The heavyset Russian lady Gave me a # and 3 Forms to fill out.

2:30PM - A heavy Black lady typed in my Insurance data and charged me
110.00 to transfer the truck title.

3Pm - I sat - watched 2 kids beat each other up. Until their Dad sat btwn them

3:30PM - I sat - Watched SCARY - chubby folks in wheelchairs, crutches,
limping behind rolling walkers and canes GET Handicapped Drivers Licenses.

4PM - WHOOPEE. Bored Employees Sat Up and Worked Faster.

1st - I-17 got called. A Brunette sat there. Hair in a pony tail. My Registration Card was 3 years old. She didn't care.

2nd - My License was beat up. Dirty. Photo and Social Smudged. She
didn't care.

3rd - Ms Pony Tail Raced Across the room and WAVED at me. I hurried over
to a black guy with Dreadlocks. He typed in some more computer forms.

Took my photo. Charged me 24.00

4th - 2 Minutes later. An Asian lady next to him waved at me. She handed
me my laminated Drivers license.

4:15PM - there were BARS and Red Traffic Cones and Yellow TAPE over
the entrance door. The Russian lady had to un-bar, unlock, un-tape 2
sets of doors to let me out!

A I tell my White-faced and sweating Clients after an hour of Brainstorming
ideas for their business in a conference room.

As
They
Leave
to
go lie down and rest cuz they can't use their BRAINS for very long without
MASSIVE MINERALS and Nutrition.

"You Should eat Super Spinach like me. That way you can Out-Think and
out-work your coffee, red bull guzzling competitors."

Obviously a little Extra Brain-Power helps in the struggle
against coffee drinking - McDonalds fake-food eating - DMV workers too.

Thanks,
Glenn

================
================
ACTION SUMMARY -

Ok.

Obviously this is my own personal Super Spinach Story. A recent one too.

Notice how I Used...

A, B, C

I, II

#1, #2, #3 -

Why did I do that?

Because An outline format helps get Specifics organized.

And when you are writing up your own experience. Especially
one that happened over 3 hours. BORING in the extreme.

Except for the planning. And the last few minutes BEFORE closing time.

It's a good strategy to outline specific points with BULLETS.

I will bet you.

That the Next time you think about arriving at 7:30Am at the DMV - you will
think twice. Depending on what you have to do.

A long line at 8am might not be your best plan.

I didn't have an Up-to-Date Registration card. Drivers license
dirty, wrinkled, unreadable. BUT I knew their computers had all the data.

I wanted the DMV folks TIRED and Eager to go home so they didn't
get FUSSY about the small stuff.

Gummn't folks LUV to go crazy about such details.

OK.

Next Up.

CHAPTER #9 -

[Glenn]

CHAPTER #9 - Why People Don't Remember Stories in Any Particular Order
And SKIP FACTS & How This HELPS Your Write Their Testimonials.

You heard me.

A bad out-of-order story teller often makes a fantastic Testimonial
or Case Study.

How does that work - you ask?

Well.

I read a Scientific American article that said that for each person or item
of information we have ONE BRAIN CELL.

So it's no wonder that we sometimes LOSE a name. Or a location or Data
particle among billions of brain cells!

The Advantage is:

People remember by linking one face or fact to another. So if you
Listen and let them talk you will hear some Amazing details you'd
never have believed that person would come up with.

Here's what I do.

I listen and take notes.

Willy nilly.

Just to get facts - features and benefits in the page.

THEN I Ask their Permission:

May I have your Permission to write what you told me up? Then
send it to you to be sure I've got it all correct?

Yup.

They are always happy to have someone ELSE do the work of
writing up their recollection.

Another SECRET to getting Case Studies.

DO IT FOR THEM.

Let's look at how this might work for an already written Testimonial.

FIRST the Testimonial.

SECOND - My raw outline.

THIRD - My 10, 9, 8, 7 order outline.

---------------------------------
FIRST -

I have started on New Earth's Essentials and lost 4 belt notches in 4 weeks. I
have no allergy symptoms and I wake up alert and refreshed. I eliminated
coffee from my diet and I am eating mostly raw vegetarian now. I have a lot
more energy than before.

The New Earth products that I use are the basic essentials, heart essentials
and beauty essentials. I like the convenience of the Essentials products.

I also love the BGBars as well and I take E12 enzyme capsules once or twice
each day.

I now have a much smaller appetite. I have an almond milk with cacao and
Simply SBGA smoothie every morning. I eat a large raw veggie salad as my
other meal of the day, most days.

I'm so grateful for New Earth's products.

Ken Kennell
Maui, Hawaii

---------------------------------
SECOND - The rough outline of facts.

Big Belly got smaller just from digestive enzymes

IF we calculate a belt notch as 2 lbs - 4 notches is 8 lbs.

No jittery side effects

Major Change - Felt so much energy he doesn't need coffee

Major Change - Started eating mostly vegetarian

Is eating 6 different "New Earth" mineral products

Feels less hunger

Drinking almond milk instead of cow milk

Drinking a smoothie for breakfast

Only eats 2 meals a day. Large raw veggie salad is meal #2

---------------------------------
THIRD - Put in order of Importance - 10, 9, 8

10 -Pulled in belt 4 notches in 4 weeks

9 - Feels less hungry

8 - Feels more energy without coffee

7 - Smoothie and almond milk for breakfast

6 - Big raw veggie salad for other meal

5 - Started eating mostly vegetables - vegetarian

================
================
ACTION SUMMARY -

Well.

I'd like to know more.

What he didn't tell us was his REASON WHY for making such a quick
drastic change.

Sounds like he switched to vegetarian in 4 weeks. Suddenly started
eating only 2 meals a day. A smoothie and salad - mostly liquid.

Did he have a Heart Attack?

It would take something drastic to FORCE such a Rapid Change.

LIKE MY EXPERIENCE...

If I didn't suddenly Get Arthritis caused by Foods in the Nightshade family
and wheat, I'd still be eating tomatoes, potatoes, wheat bread and pizza.

I still cheat on my diet.
And limp when I do.

In my opinion a 3rd party interviewer would have ASKED Questions to explain
what in the SAM HILL happened to force such a rapid change.

Because the Super Spinach products alone - didn't fix my arthritis. I ALSO
had to change what I ate. Or WAKE myself up screaming when I rolled over
in my sleep.

How do I Know Ken isn't telling us the WHOLE STORY?

Because I've talked to folks who wouldn't change what they eat
NO MATTER WHAT.

My Point?

Listen to your Testimonial.

Read the Case Study out loud.

ASK yourself, "What did I leave out or skip over?"

The actual person who Experienced or Lived the Case Study is often too
close to the story to understand the Importance of telling THE REASON WHY
Behind his or her behavior.

Ok.

Next Up...

CHAPTER #10 -

[Glenn]

CHAPTER #10 - How to Write a Testimonial Even Though The Client
Won't Talk to You.

Funny.

When a consulting client hires me I always send them a few bottles of SUPER
SPINACH. Too boost their brain-power and energy.

Self interest on my part really. Less work for ME if the client can suddenly
think faster and doesn't sleep as much.

I met Charlie at a Marketing seminar.

I asked him, "How do You get Clients to pay you 50% of anything you save
them from your medicare consulting?"

Charlie said, "I attend symposiums full of Nursing Home Managers and
owners. Talk to the people sitting beside, in front and in back of me. And
they ALL hire me.

In my research for Charlie we went after BIG FISH. We discovered 2
brothers in Texas who owned 364 Nursing Homes.

Conundrum.

How to GRAB 2 Billionaires' Attention?

So I wrote a 2 page Summary of what Charlie did. He quit working for
Blue Cross Blue Shield. Used the most clever ideas he'd found Nursing
Home owners using all over the USA to boost his own Nursing Home clients
compensation.

Measuring the Sq Footage of a building all the way to the outside of the walls.

Using the stairs for "Exercise."

All kinds of cool stuff.

We'd helped Charlie DOUBLE his income. And I'd find him working at 1 am.
I'd hear him jumping up and down (He'd call me on the phone all excited
when he found another million in savings for a client.)

Or taking walks with his sister - instead of sitting in front of the Computer.
She liked all his extra energy. And the fact he was healthier and skinnier.

But NOT his longer hours.

THEN we got FIRED.

It happened like this.

I'd written 2 pages to Explain How Charilie saved Nursing home Clients
Millions - Retroactively.

AND Gotten one Nursing Home Manager to write us a Testimonial showing
he was able to claim 2.3 million extra on his Blue Cross insurance claims.

AND my big coup...

I Wrote Letters to 2 other Nursing Home Managers who wouldn't send me
diddly.

Quoting their year by year increases in Blue Cross compensation. Charlie
tracked everything.

==============
==============
ASSEMBLED A PACKAGE
OF POWERFUL PROOF...

A - Letter to clearly State What Charlie did
B - 2 Testimonials from a Hospital and a Nursing Home
C - 1 Letter I wrote TO Charlie's biggest Nursing Home Manager
D - An outline of 14 Nursing Homes in Michigan - where Charlie discovered
32 million in hidden moolah - And said he could go back Retro-actively and
get munny re-imbursed from previous years too.

Called the 2 billionaire brothers Nursing Home Manager on the phone. And
He did not believe what Charlie did was possible.

So we Federal Expressed our A, B, C PROOF.

Then called him back on MONDAY.

THE MAN WAS GONE! His secretary and staff didn't know where he was.
Kidnapped?

Runaway and got married?

Then THE MANAGER called me from an airplane.

HOPPING MAD.
Up-set.
Angry.

He Explained. He'd taken our package across the hall to the 2 brothers.
They'd thrown his butt on a night-owl flight to Michigan to FIND THE MUNNY.

Because they didn't want to pay Charlie 50% of what he'd uncovered!

AND that's how we got FIRED by Charlie.

Actually I blame his sister.

Charlie would have kept paying us to systematize what he did so he didn't
have to work such long hours.

THE SISTER wanted us gone.

We'd landed a billionaire client with over 300 Nursing Homes for Charlie
to work on. She figured Charlie didn't need any more consulting.

Used to happen a lot.

We've gotten better about NOT blowing the doors off a clients business
since then. WHO KNEW we could close a billionaire client in a weekend.

Using only 6 or 8 sheets of paper?

================
================
ACTION SUMMARY -

The point of Chapter #10 is this...

You can mix A letter full of specific bottom line Benefits you've helped
clients obtain With Testimonials and Case Studies from others.

Testimonial
Case Study
Thank You Letter to a Client Listing How much he made
Testimonial
Case Study

It doesn't have an much Oooomp as a customer written Endorsement. But
if you give enough details YOUR LETTER is very effective.

GREED is very motivating IF you Can Show & Tell The Proof in Print!

Thanks,
Glenn Osborn

P.S. - Stay Tuned for A BONUS CHAPTER - "SQUEAKY the 1/2 Starved Cat We
Caught In A Humane Trap Instead of the Raccoon Eating Our SweetCorn."

Squeaky was abandoned. Hid a litter of kittens under our wood pile. So
My challenge was to help her gain weight fast so she could nurse her 4
kittens.

[Glenn]

Thanks for reading my Book About Copywriting,

A Golden Rule of Success.

Find and help mentors.

Don't ask permission. Just Grab Hold and LIFT.

GO THE EXTRA 100 Miles to Help Successful Golden Rule Mentors.

So.

My Major goal was to write an Entertaining Book using Barb's Testimonials
that did 3 things...

Thing #1 - Made Barb Smile

Thing #2 - Made Barbara LAUGH.

Thing #3 - Got Barbara thinking thoughts such as, "I wonder if any of my
13,000 customers would ALSO ENJOY this book?"

Thing #4 - Perhaps Some of those same Super Spinach eating 13,000
customers might email the book to THEIR buyers and prospects.

JUST SUPPOSE The 10 Chapter Book Persuaded 50% or 5000 of Barb's
Buyers to purchase 100.00 More Super Spinach products EACH.

That's 500,000.00 Smackers

JUST Suppose The Goofy Super Spinach Wgt Loss Book helps Convince
1000 people to become new "Associates" and order 150.00 of Super Spinach
A month.

Let me get my pencil.

Ok. 150.00 X 12 months = 1800.00

Scratching my head - chewing on my pencil.

AND 1800.00 X 1000 new customers = 1.8 million dollars

1.8 plus .5 million = 2.3 million simoleons

Maybe.

Just Maybe.

Perhaps It's possible that Barb might want to do this again.

And since I've got this idea to create a Puppy Dog/Crazy Cat/Zany People
Cartoon Series from my silly Alt-Health MAGIC-MINERAL stories.

Using DOG TREATS Stuffed with SUPER SPINACH Essentials - given to
Dog Walkers, Pet Vets, Pet Stores, SPCA Pet Cage Warehouses,
And Super Pet Food Stores
SO
AS
TO
Collect the WONDERFUL Before and After Dog & Cat Stories.

(EDITORS NOTE - Yes I know I have to figure out a better way of Getting
Minerals into finicky cats.)

AND Barb has 100's more Testimonials About Pets.

And Case Studies in the EXTRA ENERGY without Coffee arena.

And Better Health and Pain Relief Niches.

Barbara might Mail me a LOLLIPOP and a Note with a Red Sticker
And an A+ on top like my 3rd Grade Teacher Mrs Myers did.

Surprising things will happen.

All Fantastically good.

Thanks,
Glenn Osborn

P.S. - Or course I'll post the book on Kindle for .99 and sell it on my
New-Munny-Making-Idea - Testing Ezine Archive for 1.00...

And write about our Weird ADVENTURES in the Free Ezine - too.

[Dien Rice]

Originally Posted by Glenn

Thanks for reading my Book About Copywriting,

A Golden Rule of Success.

Find and help mentors.

Don't ask permission. Just Grab Hold and LIFT.

GO THE EXTRA 100 Miles to Help Successful Golden Rule Mentors.

Thanks Glenn,

Great stuff in those chapters! I really enjoyed it and learned a lot, too...

First, on the story in chapter 8 - that was good strategy (in the story) - showing how to "out-think" the opposition (in this case, the people at the DMV)...

I've never seen a book on using testimonials before. However, it's very important... People today want PROOF - they're more skeptical than in the "old days" - and testimonials are a form of proof.

Your advice on mentors is important. I've learned a lot from various mentors... They're absolutely critical. It's important to get yourself one or more mentors, to help you out...

As Glenn says, you can help mentors out.

Here's a related article from Steve Blank. He's an expert on startups, and often has new entrepreneurs wanting to take him out for coffee, to tap his brain and get his advice. In fact, so many do, that he just doesn't have time to say "yes" to everyone...

So, who does he choose? He asks that age-old question, "What's in it for me?"

Or as he puts it, "What are you offering?" (Not as in money, but as in "who is offering to teach me something I don’t know.")

How to get meetings with people too busy to see you (by Steve Blank)

Helping mentors out is another way of doing that... of offering something in return.

Let's say, I saw this first-hand with a very wealthy mentor I know. Many people wanted his help. He gave it, then they wanted more, and more help. They offered nothing in return, and just took up his time, and wanted more and more of it. Eventually, they expected this mentor to create success for them! When he finally said he was too busy with his own things - they then blamed him for not helping them! Some people are just not grateful - and they also offered nothing to him in return, despite all the helpful advice and his own time that he gave...

It should always be "win/win"...

Thanks Glenn, for sharing some of your wisdom...!

Best wishes,

Dien

[Glenn]

OK-dokey,

I added This INTRODUCTION on top.

Here is your Opportunity to BORROW ideas you can use in your own writing.
Or If you do it differently - Teach me some new tricks.

I - You can write and control everything on a page with some very simple
Html code. I learned it from Ebay.

<b>bold</b>
<i>italics</i>
<center> <center>
<li> </li> list
<>underline</u>

II - The code at the top and bttm of this intro I got from SowPub.
It keeps the copy nice and narrow and easy to read.

Glenn
================
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<p><table align="center" width="650" cellspacing="0" cellpadding="0" border="0">
<tr>
<td valign="top"><font face="arial" size="2" color="#000000">

<p><b><center>How to Write Case Studies and Testimonial Stories that SLAP
Your Readers Awake</center></b>

<p><b>TABLE OF CONTENTS</b>

<p>INTRODUCTION -

<p>CH #1 - STOP Boring Readers-Use Specific Benefits

<p>CH #2 - How We Got Randy's 250 Pound War Dog "Sister" to Lose Weight So She Didn't Suffer So Much in The 120 Degree Texas Heat


<p>CH #3 - How to Chop Up a Long WAR DOG Weight Loss Story into a Short Weight Loss Testimonial.

<p>CH #4 - 15 Pound Weight Loss Testimonial

<p>CH #5 - Why Our 34 Lb Cat *Flip* Suddenly Started Chasing Chipmunks Up The Brick Walls of The House


<p>CH #6 - A Good Looking Testimonial That SUCKS Because it Chases People Away. (This is a Very Common But Deadly Mistake.)

<p>CH #7 -

<p>CH #8 -

<p>CH #9 -

<p>CH #10 -

<p>====================
<p>====================

<p><b>INTRODUCTION</b>

<p>Hello.

<p>Because I chose to borrow (With Permission) Testimonials and Case Studies from a mentors website to use as examples for this “HOW-TO-WRITE-Memorable-Case-Studies” book...

<p> A website that supports 12 million dollars a year in Wild Minerals grown by Mother Nature. I’ve been given an education is writing within the law.

<p>#1 - No Company names

<p>#2 - We’ve Changed the names of all of the Testimonial Authors

<p>#3 - We had to remove all Specific Vitamin or mineral product names.

<p>RELAX.

<p>We’ve been doing this for 20 years in my own Ezine and In The Sales Letters for 77 NLP Info products - so far.

<p>WHY?

<p>FIRST - People are much more generous with embarrassing details in their Endorsements or Case Studies when you Change their names to Rosie. Or Buster. Or Zammer.

<p>SECOND - The Specific Details and Benefits are ALL there. And Only Those Who Want to know More NEED to Hear THE REST OF THE DETAILS and Story.

<p>THIRD - Product names and Corporate Company names Get in the way of telling the Story, anyway. So You Aren’t missing anything.

<p>Just the Reverse, actually.

<p>This will be good practice for your own Copywriting efforts for Yourself and for clients.

<p>Remember.

<p>If you want your Endorsements and Case Studies to Be Different than the others Include Specific points and benefits.

<p>Wanna’ see BAD Testimonials?

<p>Visit Amazon.com and read the Reader Comments listed under any book. Especially NON-FICTION. I dare you to find many that are worth a darn.

<p>If a book gave you an idea that made you munny, helped you manage people or saved you time SAY SO.

<p>But other-wise - shut up.

<p>OK.

<p>OK.

<p>So I’m Ticked off. Turns out the #1 reason folks get on the internet is to TALK. And most don’t have anything much to say. In my humble opinion.

<p> </font></td>
</tr>
</table>