Jack MacDonald – Shortcut Copywriting Secrets

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Shortcut Copywriting Secrets by Jack MacDonald

“At long last, you may apply these shortcut copywriting secrets as well!”

“Amazing Secrets Revealed By A Pro Copywriter That Simplify And Shortcut The Copywriting Process, Injecting More Raw Sales Power Into Every Word You Write… And… Quickly release the millions of dollars hidden in your keyboard!”

“Shortcut Copywriting Secrets is so fantastic that I recommend getting a copy and reading it before reading anything else I’ve written on the subject.” In fact, when I hire someone to train them in copywriting, the first thing I demand is that they write me a check for $27,000. The second thing I insist on is that they read Scott’s course. Then, and only then, will I begin working with them directly. Scott’s course was also the first direct response product to obtain my official ‘Gary Halbert Seal Of Approval,’ and the only copywriting course to do so.”

The Gary Halbert Letter, Gary C. Halbert

“Warning! This is a limited-time offer. Please read all that follows…”
Hello, my name is Big Jason Henderson, and my best friend was Scott “Mongo” Haines.

Scott died on January 10th, 2017 in Tulsa, Oklahoma after being on life support for several weeks. I was at his bedside all night and day as his family made the decision to let him go. Jamie and Brian, Scott’s elder brothers, returned to Scott’s room and dropped a bombshell on me.

“We want you to follow in Scott’s footsteps and carry on his legacy.” Scott disliked talking about himself. So, we want you to spread the word about what a fantastic copywriter and man he was.”

And, with your permission, I’m going to send you a free copy of Scott’s original Shortcut Copywriting Secrets course in the next few minutes.

What am I thinking?

I’ll explain in a moment. But first, let Scott to explain Shortcut Copywriting Secrets in his own words.

From:

Haines, Scott L.

The 11th of March, 2020

Dear Colleague,

If you want to be able to produce ultra-profitable advertising copy… and… you want it in the shortest period of time humanly feasible… Then I believe you’ll find this to be one of the most significant messages you’ve ever read!

Here’s why…

My name is Scott Haines, as stated above. You may or may not be familiar with my name. In any case, I think it’s crucial to tell you about my path from raw beginner to seasoned pro copywriter creating million-dollar ads.

I’ve been in direct marketing for nearly a decade. Initially, I was a struggling nobody… but for the last ten years (or so), I’ve been a successful direct response copywriter and marketing consultant. My path began in college, while I was pursuing a degree in Marketing. But I’d want to skip over it because, while what occurred there was significant, it was not nearly as significant as what I’m going to tell you.

Furthermore, you may learn more about me and my origins in the small piece “Who Is Scott Haines?” at the conclusion of this letter.

For the time being, let me resume my narrative in mid-1998, with the incredible “luck” that altered my life.

First and first, you should be aware that I was still working for “The Man” at this time… and… lived with my brother. But in my leisure time, I was conducting modest direct response initiatives on the side, with varying degrees of success. Anyway, after a particularly arduous day of work (I ended up working construction in the midst of the summer), I arrived home to find my brother saying, “There’s a message on the answering machine for you from Gary Halbert.” I assumed he was joking.

I had written Halbert a letter a few months previously inquiring about purchasing any of his information items. Getting any of his belongings was nearly hard at the time. So I didn’t anticipate a response, but I hoped. And I talked a lot about “Halbert” and generating money in direct marketing. Of course, I approached the incorrect individuals. Family and friends who were “well-meaning” but largely scoffed at my “crazy” notions and mocked my ambition.

So, once again, I believed my brother was joking. Making fun of my want to be somebody… to get more out of my existence. It wouldn’t be the first time this happened. In fact, at this point, I was quite sure he was a jerk! I verified the machine, though, and he wasn’t lying. It seemed unbelievable to me. And here is what the message stated (at least the key part):

“Get your a$$ to Florida for a week!”

That was my first encounter with famed marketing guru Gary Halbert. In any event, he left his phone number, and I immediately called him back. Here’s the dialogue practically word for word:

“Hello Gary, this is Scott Haines, you called and left a message earlier.”

“Who?” says Gary.

“Scott Haines,” I said. The man from Oklahoma. I wrote you a letter a while back inquiring how I might obtain some of your items.”

“Oh sure,” Gary says. Hey! Take a look at this.”

Gary starts reading me a promotion he just finished for Joe Polish at this time, less than 60 seconds into the chat (a Marketing Consultant to the Carpet Cleaning Industry). This has surprised me a little. We had never spoken before. And there was no “Hello, how are you?” or “Yeah, I recall your letter.” Just started reading a sales letter to me over the phone.

Anyway, I find this unusual, but I’m not surprised… yet!

As the letter progresses, he begins to discuss travelling to Brazil to meet gorgeous ladies, Viagra, and other other illegal activities. Remember, this letter was created to persuade (mainly) Mom and Pop types to attend a carpet cleaning marketing conference. Can you image Ron and Betty Carpet Cleaners in Des Moines, Iowa, receiving a letter from a famous marketing genius who has reportedly gone insane and transformed into a Hefner-esque sex fiend?

But I’m digressing. This continues on for quite some time. “Well, what did you think?” he says when he’s through. “It sounds amazing!” I couldn’t help myself. This was, after all, “the” Gary Halbert. “The Space Ace.” “The Printing Prince.” The author of one of the most extensively distributed sales letters in history (nearly 600,000,000 copies!). And I was nothing. An aspiring marketer from Oklahoma. However, I’m wondering to myself, “Is this man insane or what?”

Onward.

The rest of our chat was equally bizarre. He encouraged me to spend a week in Florida to pick up some of his items and hang out. But only after informing me how Playboy magazine reported that South Beach has the world’s highest concentration of gorgeous ladies. Then he advised that I stop in Oklahoma City on the way and see a female. Apparently, it was because she was a model. Furthermore, he demanded that one of the conditions of my visiting Florida was that I immediately contact this girl—after we hung up the phone—and tell her Gary Halbert said “Hi.” I did.

That was my first “live” encounter with Gary Halbert.

But that was just the start of the unusual and bizarre adventures. That happened on a Thursday. On Friday, I resigned my work (sorry, “Boss”), picked up my last paycheck, and drove to Florida. Once there, Halbert assigned me a copy task, which I completed with such speed, skill, and zeal that he offered me a permanent position, and I accepted.

And that’s when things got even more wild and woolly. I’m thinking of writing a book about it sometime. How about this for a title…

“Hanging Out With Halbert” The incredible exploits of a misfit marketing genius and his often reluctant protege!

At the very least, it’s a better title than the best-selling Tuesdays with Morrie. And I bet it would be a lot more enjoyable to read.

NOTE: Gary Halbert, a longtime friend and mentor of mine, died quietly in his sleep on Easter Sunday, April 8, 2007. It was a complete shock, and he will be much missed. Not only by his family and close friends… but also by the tens of thousands of marketers he inspired over the course of his lengthy career. I adored him, and he permanently altered my life. Thank you, friend. ALSO, if you knew Gary, you’d know that his favorite hue was a coral pink. He had that hue painted on his automobiles and yachts. As an homage to the guy who meant so much to me (and many, many others), I picked his color (or something similar to it) for this section.

 

But, in any case, it is something for another time. What I truly want to discuss with you today is what I learnt from Gary… and… what that implies for you and your success

As I previously stated, I was already active in direct response before to meeting Gary. But I wasn’t about to strike it rich. I was generating a little money here and there from my projects, but nothing near enough to cover my expenses.

That all changed the moment I started working with Gary. My life was completely revolutionized. I received a rapid-fire advanced education in direct response and was forced into the realm of freelance copywriting almost immediately. Since then, I’ve remained there.

The reason for this is…

Copywriting has been quite beneficial to me!

For example, during the previous 10 years, my copywriting talents have enabled me to live a lifestyle I never imagined imaginable. I’ve resided in Miami Beach (at 820 Ocean Drive in South Beach). I’ve resided in Miami’s posh Doral neighborhood, only a short walk from the famed Doral Golf Course. I’ve lived on Duval Street in Key West and in the Middle Florida Keys. I grew up in Hollywood, only a few miles from the Sunset Strip. In addition, I had resided in a $1.4 million oceanfront condo in Clearwater Beach, Florida.

Something else… When I want, I get up and go to bed. A childhood fantasy achieved. I’ve always despised schedules and school. I disliked going to bed around 9 or 10 p.m. I also disliked having a job. I didn’t like working every day back then, and I still don’t today. In truth, I work part-time… a couple days a week. Sometimes, and often, not at all. With a few exceptions, I mostly do what I want, when I want.

Despite this, I consistently earn a six-figure salary working with a diverse range of customers, all of whom are quite successful, from high-profile to low-profile. Among my clients are some marketing experts… Gurus of infomercials… many New York Times Bestselling Authors… Direct marketing enterprises producing $100 million or more per year… all the way down to cutting-edge direct marketers making $1 million to $20 million per year with small businesses in obscure areas. I’ve worked with well-known Hollywood celebrities… and…

I’ve Even Served As Donald Trump’s Ghostwriter!

I’ve created effective advertisements and sales letters for information items, hard goods, and personal services. Prices range from $19.95 to $25,000.00. In a variety of disciplines, ranging from business opportunity… to business improvement… to health… to finance. Over the years, the higher-end goods has become somewhat of a speciality of mine.

My rolodex is full of billionaires and multimillionaires who are ready to answer my call at any time. Not because I’m a nice man to talk to (though I like to believe I am), but because of my knowledge of marketing and advertising. Not just talk about the topics, but also come up with ideas, suggestions, changes, and text they can use to maximize their reaction. And I routinely contact with several of the world’s greatest copywriters.

In any case, I’m merely telling you this to introduce myself and my “credentials.” There’s no need for me to brag. And I’m not fond of talking about myself. I’m essentially shy and reserved. As a result, I’ve been satisfied to stay in the background. I’m not going to hang around in the hallways of the newest and greatest seminar. And you won’t find me hawking my products on the lecture circuit. I decline nearly every offer to become a high-profile marketer… especially online, where there appear to be as many marketing specialists as there are minutes in a day.

But, since 2003, I’ve opened up “a bit” and begun to educate what I do. I began simply with an online newsletter named Killer Copywriting Secrets! that I developed and published. and a copywriting “how to” guide/mini-course titled:

The Amazing Copywriting Secrets Of An Adman Who Is Held Accountable For His Results!

The popularity of those two “products” (both in terms of sales and the results of those who read them), as well as the near-constant nagging of “Don’t you have anything else on copywriting?” encouraged me to consider creating a full-fledged course Which I eventually did. I wrote the course month by month for a small group of about 100 Charter Members over a one-year period. It is now done and ready for distribution to the general audience. It’s called:

Shortcut Copywriting TechniquesTM

A comprehensive, step-by-step copywriting course that teaches you the elite-level secrets, abilities, and techniques required to produce sizzling, captivating advertising that… is impossible to ignore… pushes others to purchase… and… may make you extremely rich very quickly!

Why did I call the course Copywriting Secrets: Shortcuts? Actually, there are four reasons:

Reason #1: The insider information in the course may shorten your real-world learning curve by at least 5, if not 10 years. (In actuality, you may never achieve the ability level that these secrets, talents, and techniques will allow you to achieve on your own.) Reason #2: Throughout the course, you’ll learn several real shortcuts to the copywriting process… that will not only help you write more, quicker… but also more persuasively. Reason #3: At the end of each chapter, there are “Shortcut Summaries Of Key Points” to refer to and refresh your memory before (and during) each promotion you write. These are especially beneficial if you’re stuck for ideas or simply want to explore the “best” way to approach a specific ad, sales letter, or campaign. (Even though this is MY course, I utilize these summaries to remain current.) After all, who has the ability to recall everything at all times?) Reason #4: The term “shortcut” carries a lot of clout. Especially nowadays, when there is so much to do and so much to keep up with. I enjoy it when I discover a better, faster way of doing something. As do the majority of individuals.

So there you have it, the four reasons I picked the title.

I built the course in a logical, step-by-step, simple manner. I’ll lead you from Headline to P.S. (in that sequence) and show you exactly how it’s done. There is no guessing. There is no hypothesis. No B.S. Nothing to do on your own. Simply straightforward instructions presented in plain English.

Here’s a “preview” of the hard-won, insider insights revealed in each part…

Chapter 1: How to Write Killer Headlines That Can’t Be Ignored!

Every outstanding headline has four essential aspects! (These aspects compel individuals to read your ads… because… they hit at the heart of basic human nature. The same human nature that hasn’t altered since recorded history began. If you don’t include at least one—preferably two or more—of these crucial parts in your headline every time, you’re condemned to fail!)

A terrific headline example—possibly the best ever—of how to combine all four critical aspects of a great headline for a spectacular, “break the bank” response! (This is a tried-and-true hit from one of the most outstanding copywriters of all time.) If you want to succeed as often as possible, you should strive for this level of perfection.)

A basic headline test question you must always ask yourself. (From now on, tighten up and enhance the readership and reaction of every headline you produce. This “reduce the fat” tip was previously only known to a select few of the world’s greatest authors!)

Three tried-and-true quick formulae for creating eye-catching headlines! (Are you in a hurry? Need a “sure thing” winner… RIGHT NOW? Here are three simple and lethal ways to write winners in a fraction of the time it takes you currently. Not only do these formulae save a ton of time, but the headline you make with them is frequently far superior to anything you could ever “think up” on your own!)

The best headline/opening statement combination ever devised…

It nearly always works!

How to “cheat” and “steal” your way to headline gold! (This strategy is so basic and powerful that even a rookie copywriter may use it to create a masterpiece in a matter of minutes! By the way, everything is completely legal and ethical.)

How should all of your headlines appear for maximum response? (Based on my study and expertise of scientific reading tests… I make it simple to style your headlines for maximum reaction. I’ll explain all you need to know about typefaces, font size, color, headline length, and so on. I wish I had this information when I first started… it took me years to find this stuff out!)

Chapter 2: How to Write Killer Headlines That Can’t Be Ignored! Part Two

Top professional copywriters’ “No Sweat, No Brainer” secret tool for rapidly and almost easily creating world-class winning headlines… even on days when their thoughts are completely frozen!)

The most (ethically) plagiarized headline in history. (Written in the 1920s, variants of this headline are still used successfully today.) I’ll also teach you how to modify and customize it for your own needs!)

How to exploit the enticing headline of the most successful space commercial in history for your own efforts!

A tried-and-true method for increasing your chances of crafting a good headline by 1,000% (at the very least)!

How to “boost” the pull-power of your headlines… even if you believe you have already produced the finest one you are capable of writing!

There are seven sources of successful headlines you can use to help you produce headlines that pop!

Three industry-leading direct response websites that every copywriter should be aware of!

One of the most effective methods for getting people to read and respond to your advertisement!

How to ensure that your sales communications are read! (Invented in the early twentieth century and only employed by a few skilled advertising nowadays… This “old” strategy boosts reaction!

Three world-class demonstrations of this “ancient” method! (Plus the most brilliant usage of it ever.) The best thing is that you can use it as well!)

How to generate a flood of consumers for almost any goods or service using only two cents!

The simple one-word (or two-word) adjustment that always increases reaction by 20% to 30%!

The headline and opener that nearly always increases reaction by doubling, tripling, or more without altering a single word of content!

If you want to enhance the reading of all your direct mail sales letters, you must have this near-secret website in your copywriting toolkit!

Chapter 3: How to Write Killer Headlines That Can’t Be Ignored! Section III

How to rapidly capture the attention of even the most doubtful or disengaged prospect! (This “technique” pushes every prospect to begin reading your message… This accounts for 90% of the battle. (I demonstrate three excellent examples of this “technique” in action.)

There is one easy modification you can make to every direct mail sales letter you send that can double, treble, quadruple, or more your response rate every time. (It also just takes a few minutes!)

Seven hidden methods for “focusing” your prospect’s attention on your sales message and getting them to act right now!

Chapter 4: How to Write Killer Headlines That Can’t Be Ignored! Section IV

How to assess the impact of any headline you create before spending a cent to run it! (You can remove all except the hottest, most responsive headlines by asking yourself a simple 26-word question. It works instantly… every time!)

Advice from John Caples on Creating Breakthrough Headlines!

Two easy, but little-known strategies that can help you overcome writer’s block and generate far more powerful headlines… quicker and easier than you ever imagined possible!

A quick and simple headline writing exercise that will loosen you up and force you to think outside the box… to a place you probably won’t be able to go on your own… Nonetheless, this is frequently “the location” where creative breakthroughs occur!)

2 additional out-of-the-box ideas for instantly better headlines!

A must-see 1980s film that can boost your imagination… and maybe make you a lot more successful copywriter. (At the very least, you’ll get a good chuckle!)

Two additional questions that work nearly like magic in terms of uncovering novel headline ideas and topics. (These questions are especially useful if you’re stuck and can’t seem to find the perfect “hook” or “angle!”

How to sleep for inspiration!

The origins of Napoleon Hill’s mega-bestselling book, Think and Grow Rich. (By the way, Mark Victor Hansen and Jack Canfield used the same technique to come up with the title of their book, Chicken Soup for the Soul.) A book that has sold over 100 million copies globally in 39 languages!)

Why Mark Twain claims he never worked or wrote a day in his life… his secret to easy success exposed!

You must have two books in your reference library: one by a prominent adman/copywriter and the other by a religious/metaphysical instructor. (This is guaranteed to lessen your “workload” of writing!)

Advice from John Carlton on how to get started even if you don’t think you can! (This works… I’m really typing this on it right now!)

5 additional crucial principles I’ve learnt from Carlton throughout the years that I always keep in mind while writing headlines!

The “magic pill” solution’s power!

What “work” terms are, how to spot them in your text, and why you should avoid them! (This distinguishes the aspiring from the world-class.) The “work” word factor quickly distinguishes B-level and C-level text from A-level. Why? Because of the high level of critical thought required, work terms should not be used in copy. The folks at the B-level [and below] just don’t understand it.)

How to employ “fresh eyes” to remove deadwood headlines… and… find the killer ones!

Five more books (three of which are out of print) on creating killer headlines that you must read and reread… and… how to obtain them!

I’d like to take a quick break here to make a point. As you may have observed, the first four chapters of my course are dedicated to teaching you “how to” write killer headlines. And, as you’ll see in a moment, the fifth chapter deals with headlines as well. What was I thinking? It’s easy…

If You Get The Headline Wrong…

Nothing Else Matters!

Nothing. Nada. Zilch. Nobody will read your amazing body copy if your title doesn’t accomplish its job. That is, if people do not “get into” your headline, they will not continue reading. And if they don’t continue reading, they don’t purchase… period! That’s why I focused so much on headlines.

Returning to the sneak peek…

Only $127 for Shortcut Copywriting Secrets – Jack MacDonald.

Chapter 5: How to Write Effective Superscript and Subscript Headlines… And… The All-Important First Paragraph!

How to Get the Most Out of Free Offers! (Just one little modification can be the difference between a tremendous victory and a dreadful failure!)

10 great superscript (lead-in) headline examples from three world-class marketers and copywriters!

Six brilliant subscript (follow-on) headline examples from three world-class marketers and copywriters!

Three techniques for generating extreme interest in your email headlines that will compel your prospects to continue reading! (One of these tactics is so top-secret that I’ve never seen it described anywhere else!)

Why guidelines for superscript, subscript, and ordinary headlines are basically meaningless… and… my own unique “preferences” that yield winners time after again!

In sales pitches, I will only use two sorts of salutations… and… why I feel this is a “rule” you can rely on!

Three world-class rules for creating great introductory paragraphs (with examples)! (This is where many inexperienced copywriters go horribly wrong!)

Gary Halbert’s all-time favorite beginning paragraph! (He’s told me several times that this is the finest opener ever written.) You may now replicate it for your own usage!)

25 introductory paragraphs that you may modify and use in your own sales letters and advertisements. (I defy you to read them and not come up with “at least” 3 or 4 beginnings for every ad or sales letter!)

Why, according to popular belief, you may not want to ask a question in your title or opening paragraph! (And, if you do, it’s the only question you should ever ask!)

A great saying of mine that will undoubtedly boost your openers!

My favorite book—written by a fiction author—for substantially boosting all of your openers… plus… five (immediately relevant) pearls of wisdom on openers from this literary talent!

You may apply John Caples’ secret Reader’s Digest exercise for more successful openers, which is still applicable today!

Chapter 6: How to Write Superb Body Copy That Gets Read and Responded To!

A significant writing secret—one that contradicts everything you’ve ever been told—that will help you not only produce more captivating body copy—or any copy—but also get more writing done at the same time!

Another significant writing trick that will boost the quality and quantity of your text!

The best tips on first drafts and getting started from best-selling author Stephen King! (Don’t you think this prolific author, with dozens of novels—most of them bestsellers—can teach you a thing or two about getting started?)

Why should your first draft be written quickly and furiously… not “slowly” and “considerably”!

Why should writing be an almost unconscious action… like going for a stroll or talking about something familiar with a close buddy!

The true path to become an excellent, outstanding, or even world-class copywriter! (You may or may not like my response… but it is the truth!)

What you need to know about Bobby McFerrin’s classic single “Don’t Worry, Be Happy!” (It will alter your perspective on writing success!)

How to create the most powerful sales presentation possible by combining “reason why” and “story” body copy! (I’ll show you a fantastic full-page ad Halbert produced that displays this technique—in its most raw form—executed flawlessly!)

How assumption may flush your findings down the toilet… and… how to prevent this frequent but dangerous error!

The significance of making yourself appear “little awful” in order to elicit the greatest response! (If you do this correctly, your results will skyrocket… If you get it wrong, it’ll be an instant disaster. For optimal efficiency, I’ll teach you how to “tip toe” via this approach!)

The one thing you must do in respect to your headline in your body text! (Again, if you don’t cover your ass here, it’s an instant disaster!)

A terrific Claude Hopkins statement to remember… It improves the credibility of all your text!

Another Vic Schwab statement to remember if you want more people to purchase! This basic reality is unknown to the majority of newcomers… and… disregarded by all “fake experts”!

Top tips for producing smooth, accurate, ultra-persuasive body copy from contemporary A-level copywriters!

How to create the ideal sales letter or advertisement without writing a single word!

More wonderful advice on “writing as seduction” from “The Master of Horror,” Stephen King… and how to “seduce” the most number of readers feasible!

Two magazines that can automatically and unconsciously prepare you to speak with the people (by your writing)! (There is a certain “sweet spot” that elicits the most response from the greatest number of readers. These publications are accurate!)

Body text formatting tips from the pros! (Why guess when you can have tried-and-true maximum-response formatting secrets served out on a silver platter?)

The proper technique to handle subheads in your body text… how many should you have, how should they be worded… and…

Why Most “Experts'” Subheading Advice Is Completely Ineffective!

Napoleon Bonaparte’s advice will boost the drawing power of all the content you produce from now on… guaranteed!

What Lance Armstrong can teach you will boost the drawing power of every future content you produce… guaranteed!

The final (once and for all) solution regarding whether or not to utilize comedy in your advertising!

3 quick stages to understanding a market in a matter of days to a week! (This is critical if you want the best answer.)

3 reasons why consumers won’t buy from you… and how to overcome them!

A fourth X-factor reason they will not b