Ted Nicholas – History
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 really 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 he was able to form his own publishing company leading to 14 other best-selling business books.

    In 1991, Ted  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 get calls 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  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 Nicholas –  Books
Ted has produced many masterpieces – but these are my favourites: and every budding copywriter should read them

Ted Nicholas – How to write copy
Ted  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  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  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

If you ever get the chance to hear Ted speak – Go!, not least because mentorees are being invited to his 120th birthday party – how is that for the power of positive thinking!