This book is not about shiny objects, or how to pull a rabbit out of a hat and make a zillion dollars overnight. This is about the hard-core persuasion techniques you MUST KNOW to write persuasive sales copy. These are true insider secrets, delivered by a true insider. You get a detailed look at persuasion strategy and copywriting techniques that drive the wildly successful promotions that deliver big information publishers hundreds of millions of dollars in sales every year. Knowing these secrets empowers you to punch up the persuasive impact or your own copy. And empowers you to evaluate the persuasive impact or another writer’s work BEFORE you hire them, and BEFORE you invest a fortune on advertising. It doesn’t matter what you sell, from fractional ownership in private jets to business opportunity, to investments in anything, to unique commercial or residential property, to a high-end coaching program, elective medical, chiropractic, or dental procedures, boutique legal services, or high-dollar professional services of any description... the STRONGER YOUR COPY, THE MORE YOU SELL.Strong, persuasive copy, with a great offer, delivered to someone ideal to benefit from your product or service, and who can afford it, is the ONLY THING that can give you MAXIMUM RETURN for all the time, money, effort, blood, sweat, and tears you pour into your business. Getting that MAXIMUM RETURN, is what this book is all about. Bottom line, if you want to punch up the persuasive power of everything you write or have written, to build your business, including sales letters, Web copy, print ads, marketing campaigns, and so on... What Makes Persuasive Copy PERSUASIVE, is the book for you. When it's time to sell... Why Most Marketing & Advertising Including Most DIRECT RESPONSE Marketing & Advertising WOEFULLY UNDERPERFORMS... and the SINGLE MIND-SHIFT you MUST MAKE or risk wasting up to 100% of every marketing dollar you spend to bring in business. - 3 Deadly Copywriting Mistakes That Kill Profits and Slaughter The Bottom Line - Making even one of these mistakes is a DEATH SENTENCE for your promo. Avoiding these mistakes opens the door to an avalanche of sales, cash flow, and profit. - Why average sales letter, print ad, or funnel copy gives you puny ROI... and how POWERFUL SALES MESSAGES written by a pro may DOUBLE, TRIPLE, QUADRUPLE - or 10X your response. - The Invisible Structure Of Persuasion - What be BEST copywriters know about persuasion in print that others don't - and how to use this to write stronger copy for yourself, or evaluate the persuasive impact of another writer's work before you hire them. And much more... The Stronger Your Copy the More You Sell - Having a strong sales message to engage your prospects, answer questions, handle objections and get them thrilled about doing business with you - before they ever contact you... Is the ONLY THING I know of that can give you MAXIMUM RETURN for all the time, money, blood, sweat and tears you pour into your business. Who is Russell Martino? Since 1975, I have owned and/or played a key entrepreneurial role in building a variety of businesses, most of which did, and continue to do, remarkably well.I know what it's like to have people's lives depending on YOU making payroll.  I know first-hand what it's like when your bank balance, your quality of life, the quality of your vacations, and maybe even the quality of your child's education, is tied to your success in business.I've been helping business owners send their kids to private schools, take great vacations, and earn fortunes for over 35-years.My marketing strategies and sales letters have generated well over a hundred million dollars in sales for my clients. And raised well over $50-million in investment capital for clients in oil and gas, medical, and real estate related ventures.Before I discovered copywriting, I made an excellent living starting and building businesses, raising capital for business projects, selling investments, and selling big-ticket legal, medical, chiropractic and financial services.  During that time, I wrote sales copy for my projects, and others, that generated millions of dollars in sales.In 1998, I met Dan Kennedy and quickly learned COPYWRITING is, SALESMANSHIP IN PRINT.That's when mastering ONE to MANY selling in print, became an all-consuming passion.  I studied everything I could find on high-conversion, direct-response, sales copywriting by Dan Kennedy, Jay Abraham, Gary Halbert, and Clayton Makepeace.Then, I had the good fortune of working with Clayton Makepeace, who is one of the greatest copywriters in the history of print. Clayton mentored me into the world of financial copywriting.  And my ability to SELL in print soared. Today, I remain an avid student of the masters.  I am as excited about writing RESPONSE PULLING copy as ever.