Cash Copy

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.

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 geniu

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.

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