Ted Nicholas is an inspiration to all direct marketers and copywriters
His first worked in his father’s homemade ice cream business doing odd jobs. One of his early jobs was selling Kirby vacuum cleaners door to door - a tough business
At age of 21, and in massive debt, he started up his own homemade ice and candy business where he discovered how to successfully market a business.
The candy business was also how Ted discovered the power of words. he began to notice that his customers responded depending on the choice of words he used in all of the ads he used for his business.
Through determination and hard work , Ted built his retail candy business from one store in the beginning to ultimately 30 retail candy store franchises.
This was the time that Ted got the idea for his first book “How To Form Your Own Corporation Without a Lawyer for Under $50″. This book contained all tear-out forms needed to form a corporation. Something that people normally paid a lawyer to do hundreds of dollars to do.
The book became one of the best-selling business books in history and whilst he didnt make friends with many lawyers business people loved the idea that they could incorporate themselves without the expense of hiring an attorney
From this success Ted Nicholas was able to form his own publishing company leading to 14 other best-selling business books.
In 1991, Ted Nicholas sold out the businesses and retired. It didn’t last long . In under a year he decided retirement did not suit him.
When he started to getcalls from other business owners who knew of Ted’s track record, and asking for marketing help. Ted decided he would enjoyhelping other businesses by consulting, and conducting seminars
Today, Ted Nicholas is an expert marketing consultant author and speaker, and one of the best paid copywriters in the world.
Ted Nicholas loves to hear rags-to-riches success stories from those he mentors. Many have gone on to make millions as a result of studying Ted’s methods.
Ted has produced many masterpieces - but these are my favourites: and every budding copywriter should read them
Ted Nicholas does many presentations and seminars - and it is very rewarding to hear him speak:
At a conference last year he gave a blow by blow summary of how to write copy:
And here are some of the topics:
Use a strong headline:
There are 27 words that Ted Nicholas recommends: see those here in this list! 1 Announcing 2 Secrets of 3 New 4 Now is the time 5 Amazing 6 Facts you should know 7 Breakthrough 8 At last 9 Advice to 10 The truth of 11 Protect 12 Life … will change your life 13 Here… is the answer 14 Discover… the secrets 15 Do you … make these mistakes 16 Bargains… stock market bargains 17 Yes! …Ted please send 18 You will love 19 Don’t hate 20 How much… 21 How would .. you like 22 This 23 Only way 24 Sale 25 Free 26 You…. 27 How to…
Benefits
Ted Nicholas says you should always- Consider the dream benefit What is the best you can offer your customer?
Language
Ted has firm views on language too! Use Colouful powerful words – love , hate Dont use adjectives adverbs Don’t be catchy or cute. Use a dropped first letter that spans 3 rows
Structure
Ted Nicholas recommends trying to look like an editorial Headlines: Use Capitalised case and Use quotation marks. Advertorial ads – make it look like editorial Use a Thin line around order Use Three columns Always Include a copyright
Type and typeface
Ted has tested typefaces, and here is his recommendation Serif typeface = times new roman Ragged right column White background
Subheads
Ted Nicholas recommends the following 6 subheadings What about you Don’t hate yourself Start right away Easy to use Free bonus Delay is death
Display ads
From long experience he recommends the following! Small display, not classified Best day of week tues/wed/sun
Mailings
In his presentation Ted Nicholas describes what works direct mailing and has comments about all of these! Letter -Outer Envelope -Order form Reply envelope - Lift letter – from someone else - Please do not read unless you have not decided to order Brochure- Contact information. Process blue signature Headline, PS
But to sum up his copy philosophy Ted Nicholas says
Give a headache Then sell aspirin: positive fear
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