Lessons from The Copywriting Legends – Mr. Ted Nicholas

Ted Nicholas

Robert (on the right) with Mr. Ted Nicholas

I recently had the incredible pleasure of spending three days with one of the most legendary copywriters in the world… Mr. Ted Nicholas.

Honestly, to call him just a copywriter really does not do him justice as he is SO much more including a multi-BILLION dollar self publisher.

Ted is one of the few persons I have ever met that has truly engineered life on HIS terms.

Since he opened his first of a chain of candy shop many decades ago…

… that led to him being named as one of the top young entrepreneur’s in the country and being invited to the White House to meet the President of The United States (I won’t say which one as I don’t want to give away his age)…

… to being among the highest paid direct response copywriters in the world he has been an extraordinary success.

For an incredible three days Mr. Ted Nicholas shared with our group in Tampa, Florida many of his secrets to writing billion dollar sales copy including many ways to make money by using your copywriting and marketing skills for YOURSELF as well as client but…

… as a Freelance Copywriter that primarily does do client work he gave some INCREDIBLE advice to writing the most powerful BULLETPROOF sales copy that is almost guaranteed to get the most impressive, profit pulling results for my clients as is possible.

Now, there’s no way I could get into everything that Mr.Nicholas taught me…

… (and I HIGHLY recommend that you buy one of his seminars and ALL of his books on copywriting and marketing which you can get HERE directly from Ted)…

… but the thing that really hit home with me the most that I think can be used to SUPERCHARGE anyone’s sales copy is the following:

Mr. Ted Nicholas said that before you write a single word of sales copy… you need to say to yourself…

“If I Had Unlimited God- Like Powers… What Is The Biggest Benefit I Could Possibly Give To My Prospect That This Product Could Provide.”

This hit home with me SO much that I have printed out that statement and have it pinned to me calendar above my writing desk.

Now, you have to be careful with this as you can’t promise something that is too unbelievable or that the product has no chance of fulfilling.

That said this is the PERFECT way to decide on the theme of the copy you are writing and the foundation to writing an INCREDIBLE headline.

I’ll write more soon on other lessons from Mr. Ted Nicholas but again I highly recommend investing in some of his products for yourself.


Robert Sean Pascoe

P.S. If you need a killer sales message written for your product or service please contact me as I may have some limited availability to help you with your project… please go to

Do You Need To Hire A Freelance Copywriter?

Freelance Copywriter

So You’ve Been Told You Need To Hire a Freelance Copywriter… What Does This Person Even Do?

A Freelance Copywriter is an expert business writer who is trained in a writing specialty like Direct Response Advertising, Online Web Writing, SEO (Search Engine Optimization) writing or other type of technical writing that instead of writing for an individual company or advertising agency works as a “Hired Gun” available often at a premium price to whoever wants to hire him or her on normally a per project basis.

Here’s what says is the definition of a Freelance Copywriter:

A freelance copywriter is anyone who writes words (or ‘copy’) for commercial use on a contract basis. Freelance copywriters can work directly with clients, or through intermediaries such as agencies or online work exchanges.

Really, a Freelance Copywriter is anyone who writes text or content on demand.

A frееlаnсе copywriter іѕ аnуоnе whо produces соntеnt оr text оn dеmаnd.

Thе ‘frееlаnсе’ іndісаtеѕ thаt they ореrаtе as a frее аgеnt, uѕuаllу carrying оut сlеаrlу bоundеd соруwrіtіng рrоjесtѕ or соmmіѕѕіоnѕ оn аn аd hос bаѕіѕ and for a rаngе of сlіеntѕ.

‘Cоруwrіtеr’ іѕ a lооѕеlу defined tеrm, ѕіnсе соруwrіtіng оftеn іnсludеѕ a rаngе of tаѕkѕ thаt mау be muсh more рrесіѕеlу defined іn other іnduѕtrіеѕ (ѕuсh аѕ publishing): wrіtіng, rеwrіtіng, ѕtruсturіng, рlаnnіng, еdіtіng, copy-editing, рrооf rеаdіng and lіаіѕоn wіth a rаngе оf other professionals ѕuсh аѕ grарhіс dеѕіgnеrѕ and wеb developers.

Whеn they work wіth buѕіnеѕѕеѕ, соруwrіtеrѕ рrоvіdе ѕuрроrt tо thе mаrkеtіng funсtіоn by wrіtіng mаrkеtіng mаtеrіаlѕ ѕuсh аѕ brochures, advertisements аnd wеbѕіtеѕ.

Tурісаllу, thе frееlаnсе соруwrіtеr will dеаl wіth the marketing manager or mаrkеtіng dіrесtоr, although in a ѕmаllеr firm the MD or CEO mау аррrоасh thе frееlаnсе соруwrіtеr dіrесt.

Frееlаnсе соруwrіtеrѕ аlѕо work with agencies, where thеу ѕuрроrt thе creative wоrk оf thе аgеnсу bу аddіng a соруwrіtіng funсtіоn to thеіr ѕеrvісе роrtfоlіо.

Whіlе many аgеnсіеѕ offer wrіtіng services, they mау choose tо use a freelancer tо do thе асtuаl wоrk – either bесаuѕе thеу lack the сарасіtу fоr соруwrіtіng in-house, or because thеу nееd the skills оf a ѕресіаlіѕеd соруwrіtеr.

Frееlаnсе соруwrіtеrѕ also wоrk wіth оthеr tуреѕ оf clients – рublіс ѕесtоr оrgаnіzаtіоnѕ, сhаrіtіеѕ, academics – аnуоnе who nееdѕ ѕоmеthіng written might be іntеrеѕtеd іn thе ѕеrvісеѕ of a copywriter.

Many frееlаnсе соруwrіtеrѕ lіѕt their ѕеrvісеѕ іn trаdіtіоnаl dіrесtоrіеѕ, juѕt like аnу оthеr buѕіnеѕѕ. Hоwеvеr, fоr thе vаѕt majority, the kеу way of lіnkіng uр wіth new сlіеntѕ is thrоugh the internet.

Mоѕt copywriters now have their own web site оftеn орtіmіѕеd for ѕеаrсh еngіnеѕ ѕо thаt thеу саn attract web users who enter tеrmѕ ѕuсh аѕ ‘соруwrіtеr’ оr ‘freelance copywriter’.

To rеduсе соmреtіtіоn, they may also ѕееk to rank fоr terms ѕuсh as ‘соруwrіtеr Norwich’ оr ‘соруwrіtеr Lоndоn’.

Once contact hаѕ been made, thе frееlаnсе copywriter meets wіth the сlіеnt to dеtеrmіnе whаt kind of copywriting is rеԛuіrеd.

Thіѕ mеаnѕ соnѕіdеrіng ѕuсh important аѕресtѕ аѕ рurроѕе, tone оf voice, target format аnd (mоѕt іmроrtаntlу) thе ѕіtuаtіоn оf the reader аnd thе response that thе соруwrіtеr іѕ aiming to еlісіt from them.

Gооd copywriters wіll carefully gather аll  іnfоrmаtіоn needed before beginning their work.

Bеfоrе bеgіnnіng wоrk, the frееlаnсе copywriter wіll ѕееk to agree a рrісе wіth thеіr сlіеnt. Mоѕt соруwrіtеrѕ сhаrgе bу the dау, although some mау аgrее to сhаrgе by thе hour, оr (fоr some types оf соmmіѕѕіоn) bу thе wоrd оr thousand words.

Charging bу the wоrd carries thе risk thаt mаnу revisions will bе required іn оrdеr to gеt thе сору right, leaving thе соруwrіtеr undercharging.

Hоwеvеr, fоr ѕоmе tasks (ѕuсh аѕ thе сrеаtіоn оf lаrgе amounts оf ѕеаrсh-еngіnе friendly copy), the реr-wоrd bаѕіѕ may be аррrорrіаtе.

A realistic еѕtіmаtе оf tіmе rеԛuіrеmеntѕ іѕ essential, аnd thе сlіеnt nееdѕ tо appreciate hоw muсh work саn gо іntо a freelance copywriting commission. Fоr еxаmрlе, the creation оf a thrее-wоrd slogan mіght involve several dауѕ оf lіаіѕіng with company еxесutіvеѕ, reviewing соmреtіtоrѕ’ соntеnt, brаіnѕtоrmіng аnd evaluation.

If you are in need of a good Freelance Direct Response Copywriter that will write killer sales copy that will get you the results you need for your business then please Contact Me today!

Robert Sean Pascoe, Direct Response Copywriter

For More Great Articles On The Job of A Freelance Copywriter please Check Out The Following Sites:

How to Write Good Headlines

Here’s How To Write Good Headlines That Will Make You Money!

how to write good headlines

how to write good headlines.

You know the kind that I am talking about.  The headlines that you see lead off all really successful ads.

I know it can seem like some sort of “Voodoo Magic Secret” that is being horded by the world’s top copywriters so that they can charge boatloads of money from their clients.

The truth is…

… There IS a Secret…

… It DOES Work Like Magic…

… But I’m NOT Going to Keep It From You… The SECRET is…

If You Want To Know How To Write Good Headlines You Need To Know These Simple Tips

In sales there is a formula that goes back probably a hundred years or more and its called the AIDA formula which stands for:

A = Attention

I = Interest

D = Desire

A = Action

These are the steps to the perfect sales pitch whether you are doing in person selling or in writing a sales letter, email or any other kind of modern day communication.

These will also really help you when learning how to write good headlines.

What we want to concentrate on is the first of these which is attention as…

The Headline Is The Advertisement For Your Advertisement…

It’s Job Is To Grab The Attention Of Your Ideal Prospect And Then To Hook Them Into Reading The Rest Of Your Sales Pitch!

After you grab the attention of your reader you need to take aim at hitting all of their “hot buttons” that will keep them awake at night until they have given in and bought your product.

You accomplish this through good, old fashioned research.  John Carlton calls it being a “Sales Detective”.  You really need to dig deep into finding out everything you can, not just about the product you are writing about and why it does what it does. But everything you can about WHO you are writing to.

In other words, you need to create a 3D image of your ideal customer in your mind. Then through speaking to them directly, through a survey or by lurking in online forums you find out everything that you can that is important to them.  You find out what’s keeping them up at night.

So we’ve established that the headline’s job is to grab the attention of your prospect and then get them to read the rest of your copy so how exactly do we do that?

There is an old saying that goes something like this…

“Promise, Great Promise Is The Heart Of Advertising.”

Basically, there is a school of thinking that every advertisement and thus headline should be built around a BIG, BOLD PROMISE.

In many cases that would be true but there are actually many different ways to approach the challenge of how to write good headlines and each is worthy of studying.

Legendary Copywriter Eugene Schwartz in his book “Breakthrough Advertising” talks about the different degrees of your prospect’s awareness and how that effects the approach to writing your headline.

The more aware your prospect is of his needs, his wants and of your product and what it will do for them the more direct you can be with your headline and the promise that it will make.

The Less Aware Your Prospect Is Than The Less Direct Your Headline Should Be

It’s not just important to know what your prospect’s biggest wants, needs or desires are but you need to know what they already know about what you are offering and also how many other products similar to yours have already been presented to them.

Once you know what your prospect knows you build your headline and ad from their perspective.

If they are already aware of your product and they know it is something they want you build your headline and ad around the offer. If the price is right and they know there is no risk involved then it is easy to get them to buy.

If your prospect knows of your product but hasn’t been convinced that they want it then you want to build your headline and ad around pointing out the superiority of your product and what they will lose out on if they do not buy.

In a case where your prospect knows they have a problem, want, need or desire but they do not know about your product and that it will fulfill what they need… then you build your headline and ad around their problem and prove your product as the solution to that problem.

The hardest of situations is where your prospect is completely unaware of your product or that they even have a problem, want, need or desire that your product would fill.

Mr. Schwartz taught that in this case you must start with the market itself. You build the headline and ad around what is important to them.

Show that you “feel their pain” and then after you have connected with them on an emotional level… position your product as their savior and you will never be able to go wrong with writing any advertisement and especially with the all important task of how to write good headlines that REALLY does the heavy lifting of bringing your prospect in so you can give them the FULL sales pitch.

If you enjoyed this article please consider sharing it on your web site, blog of on social media.

Also you might enjoy this article on the Power of Direct Response Copywriting.


Robert Sean Pascoe












The Power of Direct Response Copywriting

How to Use Direct Response Copywriting To Supercharge Your Business

If you are a small business owner -or entrepreneur of any kind- ESPECIALLY if you are doing business online then you really need to get hip to what truly great Direct Response Copywriting can do for your business.

Basically in the world of advertising there are two different kinds of marketing mindsets.

The first is what is known as “brand advertising” which is what for the most part you see on television and in major print ad campaigns.

The thought behind “brand advertising” is that over time by the consumer constantly hearing the brand name that the name or image or slogan that is consistently being heard will be hard wired into the subconscious mind of the target audience.

This is why when you to a grocery store and you see a soda display that has three different brands…

… let’s say Coke, Pepsi and a lesser known company (maybe an in-house brand)…

… 90% or more people will automatically pick one of the two major brands even though the in-house brand is much cheaper and guess what? They probably have the exact same ingredients… mostly sugar, water and some caramel flavoring.

You are “hard wired” to gravitate naturally to what you are familiar with as in nature familiarity is associated with safety.

If you have tried something before and it is socially accepted as being what the majority of society would pick than you internally recognize it as being the safer choice as opposed to something you have never tried or even heard of before.

So there’s no doubt that “brand advertising” works over time… BUT it takes LOTS of time and LOTS of money which are two things most small business owners just don’t have enough of.

Here’s Why Direct Response Advertising Is The Better Alternative…

For most entrepreneurs the ONLY real choice for an advertising and marketing strategy -one that is almost GUARANTEED to help them make maximum money in minimum time with less work, less risk and less financial investment- is to tap into the power of Direct Response Advertising by hiring a Freelance Direct Response Copywriter such as myself.

What Can A Direct Response Copywriter Do For Your Business?

My main job is NOT to write your advertising copy.

That might come as a surprise to you but the truth is my MAIN job is to be what legendary copywriter and marketing genius John Carlton calls being a “Sales Detective”.

What that means is that I spend the majority of the time I am working on your project not on the actual writing but in the most important part of ANY direct response copywriting job is in the research.

I will spend at least a day or two (sometimes more) finding out everything I can about your product, the ideas behind it, about the person who created it and even more importantly about your ideal prospect that we will be marketing to.

Why Direct Response Copywriting Is SO Important For Your Business

It is VITAL to the success of any direct response copywriting project that we know as much humanly possible about your prospect including their biggest WANTS, NEEDS, FEARS and DESIRES… particularly we want to laser-focus on what keeps him or her up at night. On what they are obsessing over… as Robert Collier said “We need to join the conversation that is ALREADY going in in our prospect’s mind”.

You do this by directly addressing in the sales copy and hitting hard all of the “Emotional Hot Buttons” that will speak to the prospect…cut through any natural sales resistance and show to them the sweet rewards or relief that your product or service will provide for their life.

We want to address their problems, show real empathy with them and then focus on painting a vivid picture of how much better their life will be after they experience the profound change that your product or service will cause in their life.

After all of the research has been done and I have really focused in on what the BIGGEST want, need, problem or desire is that we feel together that your product or service will be able to fulfill for the prospect I then decide on a theme for the sales message, create an outline and start the process of writing and re-writing your sales message until it has been perfected into something that will hook your prospect’s attention, entice them to read every word of the sales copy and ultimately persuade them to buy your product or service right then and there!

If there are any doubts left in your prospect’s mind we use an unbeatable guarantee of some sort or throw an impressive bonus in for them that will “knock them off the fence” and get them to make the decision to buy without any additional hesitation.

This is What The Power of Direct Response Copywriting Will Do for Your Business

It gives you a weapon to cut through all of the clutter and useless information that your prospect has to experience every day of their life in our modern world and focuses their full attention on how your product or service can satisfy whatever pressing want, need or desire that is the forefront of their mind and then gets the sale for you in a way that doesn’t “push” but “seduces” the prospect into happily buying what you are offering them.

If you would like to speak in depth about your product or service and how my direct response copywriting can help you achieve all of your goals than please contact me at


Robert Sean Pascoe

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