Great copy, the stuff readers react to by saying “YES,” has nothing to do with the copy writer and everything to do with the reader. If the reader doesn’t respond then the copy is worthless. So too is the copy writer’s abilities.

No one makes a decision based on pure logic. We all base our decisions on emotion, then validate that response with logic. That’s human nature. I write to people’s emotions. And that makes for great copy.

Here are some samples of my work, all but two are in pdf format.

If you’ve ever been through the hassle of appearing before a judge in Small Claims Court, you know it can be a grueling experience. I unleashed an emotional hurricane with this sales letter for a client who’s fighting back after being cut off at the knees.

Here’s one of three sales letters I crafted for niche markets interested in capitalizing on the popularity of the 2006 World Cup Soccer games. The three letters combined with a two-page magazine spread totally incapacitated the server with an astonishing 43% response rate.

Having to file for bankruptcy can certainly be an emotional experience, but the paperwork involved can be overwhelming and those who cannot afford an attorney are left to fend for themselves. One wrong move can only complicate matters further.

Here is a sales letter written for a company that will handle all the paperwork hassles for bankruptcy filers. What made this copy exceptional is the fact the the company owner was forced into bankruptcy herself. A common bond is instantly developed between the reader and the service provider.

In this sales letter you’ll see the same common bond developed between the author of a book for cancer survivors and readers who have an interest on this subject.

Multi level marketing has had a bad rap for years and hype seems to be its trademark. So when I was commissioned to write this sales letter offering a tool for network marketers, I used a reasoned and subdued, but very direct approach.

Small tweaks can work wonders on your response, but sometimes a total rewrite is in order. Here’s a before and after sample of a drop-down box. The rewrite immediately doubled response rates.

Okay ... here’s one more before and after example. This time it’s a sales letter for a newsletter targeting Paris-bound travelers.

Who doesn’t like to discover that they’re due a refund? Calculating adjustable mortgage rates is prone inaccuracies and when it’s to the advantage of the lender, they are not required to notify you. This sales letter alerts reader to the very real possibility they may have overpaid. To supercharge this letter, shredded dollar bills were stuffed in the envelope along with the letter.

Go through the yellow pages of any phone book and you’ll find example after example of poorly designed ads. Here’s a page from a typical phone book. See if you can find the real estate ad I created.

A Texas janitorial service had a great product, but to sell it I had to use the fear factor to set this company apart from the competition in this sales letter. By the way, you’d have to be a Texas resident or at least understand their customs to truly appreciate the headline.

Here’s another Texas company, one that raises beef cattle fed on grass rather than the typical grain. The health benefits are numerous and I took advantage of that fact when I wrote this sales letter for their premium steakburgers.

A lift letter is included in direct mail pieces as a last-ditch effort to get the reader to respond. This personal wealth lift letter was written for a very successful entrepreneur in the UK. It was designed to really tug at the emotions.