Perry Marshall – Swiss Army Knife
This is the PDF guide for Perry Marshall’s Swiss Army Knife approach to writing copy. While he talks about it in the context of writing Adwords and boosting CTR%, the “blades” are all helpful in writing:
2. Sales Letters
3. Subject Lines for Emails
4. Etc. ad infinitum
While the Swiss Army Knife stands on its own, Perry also gave a presentation on the Swiss Army Knife at the last Maui summit. I noticed in the thread for that torrent that the presentation did NOT include a full pdf explaining the Swiss Army Knife (which is why this torrent is not a duplicate). However, you could certainly consider this torrent to be a companion to the Maui summit if you’re looking for the full Swiss Army .pdf as a reference.
The blades also give you useful ways to approach getting into the head of your ideal customer (and to use the “conversation in their head” in your copywriting).
You could look at the Swiss Army Knife as if it were a “cheat sheet” of sorts, of a bunch of different copywriting methods all bundled into one tool. So not all of them will be unique to you. What might be unique is to use the Swiss Army Knife as a way of reminding yourself of all the potential ways to make your copy more enticing and effective.
Perry recently had an event that dealt strictly with the Swiss Army Knife. People in the hot seat (Perry went through their ads and used the Swiss Army Knife approach to write new ads) paid $2000. Observers paid $950. A DVD of the presentation cost $500.
(Just for some perspective on Perry Marshall’s estimation of the value/utility of the Swiss Army Knife approach.)
Each of the blades described herein represents a way to reflect upon your business and your ideal customer, and how to get at the thoughts going on in their head.
Read over each of the blades.
It will be obvious how to implement some of them (e.g. #2 “Oh, I can use some words that evoke a VISUAL image, or an AUDITORY response, etc.”).
Others might take a little explaining (like Blade #1 (relationships) – where you would essentially print out each of the relationship diagrams and FILL THEM OUT for your ideal customer for each of your products – then use the relationships you identified as a way to write ads.
Note that towards the end of the pdf, Perry gives an example of an ad that uses MULTIPLE blades. And seeing that explained might help you make sense of the blades (after you’ve had a chance to go through them and familiarize yourself with each of them).
So enjoy, and I hope that this gives you some useful ways to improve your copy. It’s helped me.
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