The exact process Eugene Schwartz followed to sell millions of dollars of books by mail
Eugene Schwartz sold millions of dollars of books by mail.
Want to know a secret?
He used the same ad writing process every time...
... and you can use it to sell any digital product.
Step #1: Get a copy of the product
First, Schwartz got a physical copy of the book he was selling.
If you're selling a digital product:
• Transcribe all audio and video
• Print the transcriptions
• Print all other written materials
• Put in a big pile on your desk
Step #2: Highlight the claims
Next, Schwartz read the book and highlighted the claims with a red pen.
Every idea he found interesting, surprising or shocking got a red mark.
You can do the same with your materials.
In the process, scribble down any ideas on index cards.
Step #3: Type up the claims
Schwartz sent the book to a typist and asked them to pop all the claims into a document.
He called this document "the vocabulary" - a collection of the strongest selling points in one place.
You can just scan your materials and send them to a VA.
Step #4: Organise the claims
Mr Schwartz had to make several documents so his computer could handle the volume of text.
Today, you can just open the document and begin playing around with the claims.
Organise, shuffle, connect.
Congrats: you now have a rough ad!
Step #5: Edit the claims
It took Eugene Schwartz a couple of weeks to get to this point.
And he still didn't write any headlines.
He just wrote short and punchy claims from the copy in the document.
You can do the same.
Step #6: Write some headlines
Only now did the copywriting legend begin writing headlines.
You can follow suit as a digital copywriter.
Grab some classic headlines and re-write them with your claims.
Or if it takes the pressure off - write some bullets instead.
Step #7: Study the product again
Schwartz aimed to know more about the book than its author.
So his next step was to read the book again and edit the ad for factual accuracy against the book.
This is directly transferrable to selling digital products.
Step #8: Edit the copy
Next, he edited.
First, with broad brush strokes.
Improve the structure. Write new headlines. Build better bullets.
Then, make finer & finer strokes.
Go from paragraphs to sentences to words.
You'll have yourself a sales machine!
TL;DR: How to sell digital products like the greatest mail order copywriter of all times:
1) Print the product
2) Highlight the claims
3) Type the claims
4) Organise the claims
5) Edit the claims
6) Write some headlines
7) Study the product again
8) Edit, edit, edit
So there you have it!