1. OCTOBER 2015
Marketing Manoeuvres For Growth-Obsessed Businesses
5 Surefire Ways To Start An Engaging
Marketing Email You Can Use Right Away
by Robert Tyson & Mike Anderson
IDEA 1: What’s the number 1 thing that
keeps your readers up at night?
ust start by asking this simple question,
and ideas should immediately spring to
mind.
For example, for my market it’s probably
‘how can I get more clients?’
Now, that’s a natural worry, but I’m instantly
thinking: the interesting thing is that it’s
misguided.
See, it’s a darn site easier to get more money
out of existing clients than it is to plough
a new furrow. The most expensive part
of anyone’s marketing process is always
acquiring a new customer – but it’s all too
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page 5 page 8 page 11
HowTheJezWasWon:TheJeremy
Corbyn School Of Marketing
Great Moments In Advertising:
3 Ultra-Powerful Sales Techniques
With The Potential To Ramp Up
Your Response And Revenues Right
Now – Today…
The Swipe Files: 5 Top Performing
Email Subject Lines Dissected For
Your Pleasure And Profit
easy to focus on new business instead of
going after the low-hanging fruit.
And bingo – this inherent contradiction is
fertile ground for an email…
SUBJECT: Why new clients don’t
matter
It’s a familiar worry for all business
builders.
One that possibly keeps you awake at
night…
“How can I get more new clients?”
Completely understandable… and also
completely the wrong question to be
asking.
Because the most expensive, and least
rewarding, part of marketing is acquiring
new customers.
What will really help increase your profits
is if you can market more effectively to
your existing clients.
And here’s how to do it…
[Segue into pitch, proof elements, call to
action…]
IDEA 2: Piggyback off a book you’ve
read
The great thing about this is it doesn’t need
to be a book you’ve even read recently…
anything is fair game – non-fiction, or fiction.

2. 2 Marketing Manoeuvres For Growth-Obsessed Businesses | October 2015
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But as it happens, I’m part way
through Jim Mellon and Al Chalabi’s
‘Fast Forward: The Technologies and
Companies Shaping Our Future’.
It’s a fascinating glimpse of the near
future - driverless cars, ‘reshoring’,
and robots and automation apparently
predicted to replace almost HALF of
US jobs in the next 20 years!
Which for me, can lead very neatly on
to a message about the need to start
automating your marketing now…
SUBJECT: £800m Investor’s Big
Prediction
With an Oxford University study
suggesting 47 per cent of US jobs are
at risk of being replaced by robots
within the next 20 years...
“…we are on the cusp of a robotic
revolution that will fundamentally
reshape the way we live and work.”
That’s just one of many striking
predictions in megabucks investor
Jim Mellon’s latest book, Fast
Forward.
Indeed the key point - from a man
who’s built an £800m investment
About Max Response
Max Response magazine is sent to clients of Max Response (maxresponse.net) and Tyson Report
VIP Members (vip.thetysonreport.com). Max Response, founded by Robert Tyson in 2010,
comprises:
www.maxresponse.net - direct and online marketing consultancy
www.thetysonreport.com -free marketing tips for business owners and professionals
www.vip.thetysonreport.com - premium online training and support for the same audience
www.thefinancialmarketer.com - free marketing advice for marketers of financial products and services
www.automarketingblueprint.com - free marketing automation seminar
www.48hourmarketingmachine.com - two day intensive marketing implementation workshop
fortune by correctly guessing what
will happen in the economy - is this:
...automation and robots are quickly
taking over business - faster than
you think.
And marketing is no exception…
IDEA 3: What lies are told in your
industry?
Talk of lies is immediately emotive and
intensely interesting to people – no-
one wants to feel they’re getting taken
advantage of.
Revealing industry dirty tricks can also
help position YOU as the good guy.
So, in my field, quite a few spring to
mind immediately:
1. “I can get you on the first page of
Google.” Well, it’s unlikely anyone
can guarantee that unless they’re just
sticking up an ad in Adwords… and in
my book that doesn’t count.
2. “All you need is great copy.” Even the
best copy in the world can’t fix a fatally
flawed product… or sell to a market
that plain doesn’t want (or cannot buy)
something.
3. “You have to be on social media to
succeed.” The world’s largest company,
Apple, is not on Facebook or Twitter.
Go figure.
So… I can either peel these off one by
one across three emails, or tackle all
three at once..
Outline the lie or lies, and you can then
segue into ‘what you really ought to do
is x…’
SUBJECT: Lies, Lies, Lies
Bewildering, confusing, constantly
changing.
These are some of the complaints
many business owners have about
online marketing.
And unfortunately, some
unscrupulous marketing consultants
will take advantage…
…trying to lure you in with too-good-
to-be-true or just plain impossible
claims.
Here are three of the biggest fibs to
beware of:
Max Response Ltd, Kemp House, 152 City Road, London EC1V 2NX

3. Marketing Manoeuvres For Growth-Obsessed Businesses | October 2015 3
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IDEA 4: Explain a personal ‘Eureka
moment’
Success may be 99% perspiration
and 1% inspiration, but we are still
intensely drawn to the idea of brilliant
breakthroughs, epiphanies, and
‘paradigm shifts’.
And why not? Significant discoveries
DO change the way we approach
things… so share them.
What’s great about this idea is it makes
it almost impossible for you NOT to
draw on your own story… and we are
basically hard-wired to be interested in
story – we CANNOT resist finding out
how relevant stories unfold…
SUBJECT: My Eureka Marketing
Moment
It’s 2005 in the back streets of
Shoreditch – before the bearded, flat-
white-toting hipsters moved in.
Crammed into the living room of
my boss’s flat, trying to get our new
business off the ground, something
struck me…
Our email list wasn’t just a
spreadsheet of contacts, an
administrative necessity for
contacting customers.
It was an almost limitless marketing
goldmine.
Because it was our very own
marketing platform that we owned,
and could market to whenever we
wanted – at very little cost.
And that meant we could:
• Sell to new prospects – without
having to waste time calling
them
• Upsell more products to
existing subscribers – for
easy additional revenue
• Promote our events – to sell
sponsorships and exhibitor
stands
• Sell advertising space to other
companies
In fact, we soon came to base almost
our entire business around this list
– a business which grew in 5 years
from a 3-person start-up to an
£11m stock market listed plc with
over 100 staff.
That’s how powerful a good email
list can be.
So ask yourself: are you making
the most of your email list – and
building a reliable marketing
platform?
IDEA 5: Comment on industry
gossip
This works particularly well if you’re
in B2B.
Recently I saw an article on
TechCrunch entitled ‘Google Will
Soon Start Punishing Mobile Sites
That Use Annoying App Install Ads’.
A good opportunity to remind people
that Google is not your friend, but
does what it likes to suit Google…
And that the only sensible response
is to build and retain control of your
own marketing platform whilst
simultaneously sucking whatever
benefit you can out of the Big G,
Facebook and all the rest…
SUBJECT: Google Called (They
Want Their Traffic Back)
Ever noticed an “app install
interstitial”?
I mean those pop-up banners when
you visit a site on your phone that
ask: “Would you like to install the
mobile app?”
From November, the search
behemoth will start penalising
sites that use these – at least where
they obscure what’s on the page.
So these sites will likely appear
lower in Google search results.
But why?
Well, I hate to break it to you but
Google is NOT your friend.
It’s out to make money – just like
every other profit-seeking business.
And that’s exactly why it’s crucial
you build your own platform – such
as an email list.
Because if you rely on Google,
Facebook or any other third party
to bring you traffic, they can – and
frequently do – change the rules of
the game.
That could mean a sudden, dramatic
and costly hit to your traffic – and
nothing you can do about it.
So there you have it – 5 proven ways to
open up your next marketing email.
Incidentally, if you’re saying to yourself
‘this would never work for me, my
emails are much more corporate’, my
challenge to you would be: why?
Email’s strength is as a ONE-TO-
ONE medium. People don’t generally
want email from corporations and
when they see they’ve got one, their
interest plummets and their defences
immediately go up.
Give them an email from a trusted
advocate, humorous friend or brilliant
storyteller however and they’ll read
them all day…
Want help creating emails? Download
our copywriting service info kit at
www.maxresponse.net/contact
Create an automated marketing
system for your business
Last few spaces at our two-day
intensive implementation seminar:
www.48hourmarketingmachine.com

4. 4 Marketing Manoeuvres For Growth-Obsessed Businesses | October 2015
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Anyone with a brain knows that
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Put simply, if in the next 3 years if you
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5. Marketing Manoeuvres For Growth-Obsessed Businesses | October 2015 5
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How The Jez Was Won: The Jeremy
Corbyn School of Marketing
by Robert Tyson
So how did 100-1 outsider Jeremy
Corbyn thwart the pundits and win
the Labour leadership in one of the
biggest news stories of the year?
Of course it wasn’t all down to online
marketing, but had you had a quick
squizz at Jez’s leadership bid website
(www.jeremyforlabour.com) in the run
up to the vote, you’d have seen some
decent work going on.
Very simply, what Jez has below is
pretty much a ‘squeeze page’ – he very
clearly wants your EMAIL… and that’s
about it.
Though there are other, understated
menu options, Jez is patently NOT
focused on trying to get you to read any
content… or in fact do ANYTHING

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other than join his email list.
You’ll notice Obama
(www.barackobama.com - below) does
the same…
ButDonaldTrump(www.donaldjtrump.
com - over the page) goes one better…
Yes fellow conversion geeks, that is
a ‘two-step’ optin on The Donald’s
website!
In other words, only when you click
the ‘Join Us’ button do you see the
emailsignupform–whichisgenerally
proven to increase conversions (the
theory is the act of clicking the button
is a kind of ‘micro-conversion’ that

7. Marketing Manoeuvres For Growth-Obsessed Businesses | October 2015 7
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‘invests’ us in the process… and once
invested, we’re that much more likely
to go all the way).
Notice that none of these ultra
high-stakes marketers are leading
with Facebook, Twitter, Pinterest,
Persicope or anything else?
That’s because – despite the social
media hype – their campaign teams
know opt-in email marketing is still the
key to the kingdom…
How does your site stack up in this
regard? Are you unambiguous and
direct about capturing data, so you
can stay in touch? If not, there is a lot
you can learn from Jez.
P.S. Of all the three slogans below,
Trump’s (‘Make America Great Again’)
is – to my mind – very clearly the best.
Packed with emotion and means
anything you want it to. But you do
wonder how many people feel inclined
to donate to a guy with a $4bn personal
fortune .
For our landing page rates, grab our
copywriting service info kit at
www.maxresponse.net/contact

8. 8 Marketing Manoeuvres For Growth-Obsessed Businesses | October 2015
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Great Moments In Advertising: Part 1
Cracks me up when I see folks who
seem to believe advertising is an
American invention. Fact is, it’s been
with us as long as people have bought,
sold and traded with one another.
If you had taken a stroll down a busy
street in downtown Babylon five-
thousand years ago, you’d have seen
some of the first known instances
of advertising all over the place –
a bush over a wine shop door, for
example.
Ancient Egyptians are famous for
carving ads onto stone tablets and also
introduced the world’s first billboards:
Pillars along the roadside which often
advertised rewards for runaway slaves.
The Egyptians put ads on paper, too
– like this one, found on an ancient
papyrus …
“The man slave Shem having run
away from his good master, Hapu the
Weaver, all good citizens of Thebes are
enjoined to help return him. He is a
Hittite, 5’2” tall, of ruddy complexion
and brown eyes.
“For news of his whereabouts half a
gold coin is offered.
“And for his return to the shop of
Hapu, the Weaver, where the best cloth
is woven to your desire, a whole gold
coin is offered.”
I love that ad. Good old Hapu the
Weaver needed his slave returned, but
he couldn’t resist inserting a plug for his
shop: “…where the best cloth is woven
to your desire…”
The entrepreneurial spirit never
changes. Heck. That copy sounds like
something Hopkins, Caples or Ogilvy
might have written.
Priceless.
At any rate, the ancient Greeks and
Romans continued the advertising
tradition. The Classical world is littered
with signs advertising taverns, property
for rent, even – er houses of ill repute.
The Greeks introduced the concept of
the town crier – a guy who’d wander
around your neighbourhood shouting
about some product his client was
trying to sell.
The effect was kinda like watching
today’s TV ads, only without the
volume control or on-off switch.
I expect Greek town criers got more
than their share of rocks thrown at them
– which come to think of it, probably
turned out to be the precursors of the
modern remote control.
In 1472, moveable type made mass print
advertising possible – and the English
took to it like ducks to water. The first
English handbill – advertising a prayer
book – appeared on church doors that
very same year.
By the 1600s, ads began populating
the pages of British newspapers – the
first offering a reward for the return
of twelve stolen horses. It must have
worked – because it lit an explosion of
newspaper advertising that continued
for nearly a century – until the early
1700s when some idiotic monarch,
politician or bureaucrat imposed an
exorbitant tax on advertisers.
Fortunately, our American politicians
weren’t quite as moronic as their
brethren in London – so no advertising
tax was imposed in the States. As a
result, the Colonies quickly replaced
jolly old England as the stage upon
which most advertising innovations
would make their entrances.
The first newspaper ad in the U.S.
appeared in 1704, and the first known
magazine ad appeared in Ben Franklin’s
The General Magazine in 1741.
Now, most of these early American ads
were pretty basic. They were generally
undesigned, featured the atrocious,
“make-it-up-as-you-go” spelling in
vogue at the time (our forefatherf
fpelling ftunk), and made no pretense at
being anything but what they were.
Most simply listed product features. If
someone was selling a piece of land for
example, the ad would cite the location,
what it was suitable for, its size, and
price. Ads for manufactured products
told what they were made of and what
they did. A nail was two inches long. A
plow was made of wood and steel.
An all-too familiar problem arises …
By 1880 – 177 years after those first
American print ads appeared –
advertisers had a serious problem.
There were so many ads in every
newspaper, consumers couldn’t
possibly read them all – even if
they wanted to; which they didn’t,
of course, so they didn’t (sound
familiar?).
So along comes the irascible John
E. Powers – former publisher of The
Nation Magazine, the world’s first
By Clayton Makepeace

9. Marketing Manoeuvres For Growth-Obsessed Businesses | October 2015 9
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p r o f e s s i o n a l
copywriter and
our vocation’s
patron saint with
an idea.
Instead of listing
product features
like everyone
else did – or outlandish, unbelievable
claims as some had taken to doing,
Powers began writing ads that:
1. Presented the arrival of a new
product in his client’s store
(Wanamaker’s), as front-page
news written in a similar
style to other headlines and
subheads in the local paper …
2. Did so in short, brutally honest,
concise, frill-free, “just-the-facts-
ma’am” copy. “Fine writing,” said
Powers, “is offensive.”
Once when asked to write an ad for
Wanamaker’s, his copy read, “We have
a lot of rotten gossamers and things we
want to get rid of.” The ad sold out the
lot in hours.
As the story goes, when a reporter
from an advertising publication entitled
Printers’ Ink asked Powers for an
interview, it was short and sweet:
Powers: “I don’t care for an interview.”
Reporter: “Do you read Printers’Ink?”
Powers: “Never read any of those
advertising publications. They ain’t
worth reading.”
Reporter: “Well … how do you go
about writing your copy?”
Powers: “The first thing one must do
to succeed in advertising is to have the
attention of the reader. That means to
be interesting.
“The next thing is to stick to the truth,
and that means rectifying whatever’s
wrong in the merchant’s business. If the
truth isn’t tellable, fix it so it is. That is
about all there is to it.”
Long story short: Consumers read
Powers ads, believed them, went to
Wanamaker’s and promptly doubled the
store’s sales to $8 million a year (more
than $158 million in today’s dollars!).
Mr. Powers did OK for himself too. Not
only did he become the world’s first
professional copywriter, he became the
world’s first six-figure copywriter. The
success of his “News-Of-The-Store”
approach won him a salary of more than
$200,000 a year (today’s dollars).
Powers explained his approach this
way:
“Print the news of the store. No ‘catchy
headings,’ … no smartness, no brag, no
‘fine writing,’ no fooling, no foolery,
no attempt at advertising, no anxiety to
sell, no mercenary admiration; hang up
the goods in the papers, one at a time,
a few today, tomorrow the same or
others.”
Would YOU run an ad like this one?
In My Life in Advertising, Claude
Hopkins tells a great story about
Powers — a story with implications
for everything you’re working on right
now, today …
“A clothing concern was on the verge
of bankruptcy,” says Hopkins. “They
called in Powers, and he immediately
measured up the situation. He said:
‘There is only one way out. Tell the truth.
Tell the people that you are bankrupt
and that your only way to salvation lies
through large and immediate sales.’
“The clothing dealers argued that
such an announcement would bring
every creditor to their doors. But
Powers said: ‘No matter. Either tell the
truth or I quit.’
“Their next day’s ad read something
like this:
We are bankrupt.
We owe $125,000 more than we can
pay. This announcement will bring
our creditors down on our necks. But
if you come and buy tomorrow we
shall have the money to meet them. If
not, we go to the wall. These are the
prices we are quoting to meet the
situation.
“Truth was then such a rarity in
advertising that this announcement
created a sensation. People flocked by
the thousands to buy, and the store was
saved.”
THE MORAL OF THE STORY
Powers’ breakthrough is as effective
today as it was 135 years ago – and
suggests three ultra-powerful sales
techniques with the potential to ramp up
your response and revenues right now
– today …
1) News sells.
Powers’innovation – presenting your ad
as if it were a front-page news story …
and then telling “the news of the store”
in an objective, straight-forward, no-
nonsense way – is still a powerful way
to get attention and establish credibility.
But it’s only the tip of this iceberg.
Topicality – tying your major theme,
headline and opening copy to an event
that’s at the top of the news is one of
the nuclear weapons of the marketing
world.
I’ve had scores of opportunities to test
this writing for investment newsletters.
In test after test, the timely, newsy test
panels – focusing on a major on-going
news story – left evergreen straight
benefit and USP leads in the dust.
Why?
Because if it’s in the news, your prospect
is thinking about it. If he’s thinking
about it, he has feelings about it.
Connect with those feelings, and you’ll
make your copy nearly irresistible.

10. 10 Marketing Manoeuvres For Growth-Obsessed Businesses | October 2015
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Next time you choose a theme or write
a headline or lead, ask yourself, “What
important, long-running news story
could I hitch a ride on?”
2) Always have a reason. Always,
always, ALWAYS.
Explain why you’re writing this ad (or
advertorial) … why you created the
product … why you’ve decided to offer
your discount – maybe even how you
arrived at the amount of your discount
… why you’ve decided to “bribe” your
prospect with a premium and why this
premium … why you need the prospect
to order in the next 24 hours or the next
10 days.
Have a solid, believable, even self-
revealing answer for these questions,
and your credibility will soar – along
with your response.
3) When everyone else in your market
is writing unbelievable “blind-‘em-
with-bullshit” headlines and ads,
the simple objective, unvarnished
truth in a headline lifts you head and
shoulders above the din.
Self-revealing themes and headlines
– revealing a non-fatal flaw about
yourself, your business or even in some
cases about your product are refreshing.
Admitting a past failure is a great way
to billboard your superiority today.
More than that: Showing a vulnerable
side immediately endears you to your
readers … evokes feelings of empathy
… makes everything else you have to
say 100% believable … validates your
guarantee … and establishes you as a
transaction partner your prospect can
trust.
Plenty to chew on – see you again next
month!
This article was first published in The
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5 Top Performing Email Subject Lines
Dissected For Your Pleasure And Profit
The Swipe Files
By Mike Anderson
Here’s an analysis of our top 5 subject
lines by open rate atTheTysonReport.
com over the last 3 months and 70-
odd emails…
#1: You’re scaring me {!firstname_
fix}
This one knocked it out of the park!
Using personalisation in the subject line
will always give you a bump in opens
– indeed I see some people do it every
single email.
We use it sparingly, partly because we
stopped collecting first names a while
back which puts a limit on the number
of ways you can insert personalisation
and still have the email make sense for
everyone who gets it.
But also because I think over-use
tends to remind us that we’re getting
commercial email. After all, would a
good friend use our name in the subject
line? Very rarely in my experience –
and our goal is to become that good
friend…
Anyway, this is a pure curiosity subject
and when using these you have to
have a very strong tie-in with the
content or people feel cheated. (This
particular email was about the way in
which prospects feel very scared about
potential new suppliers, so the tie-in
was absolute.)
We email most days and I’d only drop a
subject like this once or twice a month;
otherwise it becomes a bit schlocky and
loses the impact.
#2: 6 Heinous Email Marketing
Crimes That Kill Response
List-type subjects like this will always
tend to do well because they create
almost irresistible curiosity. People
wonder both ‘am I making mistakes?’
and ‘I wonder if the mistakes I have
in mind are the same as the ones he’s
thinking of?’.
So this general format is a bit of a staple,
but it’s elevated here by word choice:
‘heinous’, ‘crimes’, ‘kill’.
All very emotive, and tend to stick out
in the inbox… especially an unusual
word like ‘heinous’.
#3: 8 Tragic Website Mistakes To
Avoid (#1 Is An SEO No-No!)
Another list-type subject. Note again
‘mistakes’ – people are generally
insecure and worry that they’re making
mistakes.
The point about the addendum of “(#1
Is An SEO No-No!)” is that this hint
heightens the curiosity, while bringing
in promised insights into another area
of great interest for our audience, SEO.
And ‘tragic’ is a good word that implies
these are bad – or even better, bad and
easily fixable – errors.

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#4: The Jeremy Corbyn School of
Marketing
As Clayton Makepeace says in this very
issue, ‘tying your major theme, headline
and opening copy to an event that’s at
the top of the news is one of the nuclear
weapons of the marketing world.’
Well, this email went out on a Friday,
the day before Jeremy Corbyn won the
Labour leadership and when interest in
him was arguably at it’s peak.
Plus – we all know what Jez stands for
and it ain’t marketing… so there’s an
interesting contradiction inherent in this
that generates curiosity.
For us, Fridays are noticeably weaker
for open rate so any other day of the
week would have probably shot this
into the number 2 spot.
Anyone can do this kind of ‘The X
School of Y’ subject line – and we’ve
used it several times in the past (The
Jeremy Clarkson School of Marketing,
The Guns N Roses School of List
Building).
Just pick a celebrity that’s somehow
relevant or in the news, and ensure
you’re able to link between what
they’re up to and what you have to say.
You’re pretty much guaranteed a good
open rate.
#5: “Will a new website hurt my
SEO?”
OCTOBER 2015
www.maxresponse.net
12 Marketing Manoeuvres For Growth-Obsessed Businesses | October 2015
I know this to be a recurring question in
our market.
Plus – everyone in our market will want
a new website at some point.
Picking these kinds of broad interest
topics is a simple way to improve
readership. Any time you hear a
question repeatedly from your market,
it’s a sign you should create a piece of
content around it.
Want help creating emails or other
sales copy? Download our copywriting
service info kit at
www.maxresponse.net/contact