Money-Snatching “Guru”​ Tales

Any of these online marketing “guru” tales sound familiar? 

They get you to enroll in a 20-week course, watch 3,000 hours of videos to learn exactly how they made their riches and are now able to stretch out on the beach sipping margaritas every day.

They tell you that you’re suffering from “money blocks” and if you’d only stop pushing money away, you could make that gazillion dollars this year.

And you believe them because you did drop $20 in the street the other day which signifies you repelling money. Plus, sitting on a beach sipping margaritas and making a gazillion dollars falls right in line with what you put on your vision board for this year.

Now, here’s what they never tell you:

The skills and talents they use to make a gazillion dollars ain’t necessarily your strengths. I know we live in a world where everybody thinks they can teach you anything. And while that may be true, everybody does not have the capacity to learn everything.

Take me for example …

I’m a 5’3″ woman with short arms and stubby legs. Now, let’s say I come across an online basketball clinic sponsored by LeBron James who says he’ll teach all participants everything he knows so they can get into the NBA.

I enroll thinking I have as good a chance as anybody else, right?


Let me break this down for you:

People are going to TRY to sell you any and everything. So, before you go and drop your hard-earned money on get-rich-quick dreams, it’s up to you to separate the land of unicorns and fairy dust from reality.

Now, if you’ve been hustling hard and going nowhere, all’s not doom and gloom. You see, I said to make sure you have the capacity to achieve the dream, not give up all together. There’s a difference.

Can you learn how to take shots to the hole exactly like LeBron James in an online basketball clinic? Probably not.

Can you learn how to become a millionaire in 6 weeks without lifting a finger? Possibly.

Can you learn some writing secrets to get more people to smack the buy button on your offers? ABSO-FRIGGIN-LUTELY!

With a little work, a bit of finger stretching and keyboard tapping, you too can write money-making messages whenever you want.

What’s the first step?

So glad you asked because it’s painless and incredible. (pinky promise.)

Stretch forth your fingers and go here:


Apryl Beverly, The Million-Dollar Word Stylist ™ crafts compelling copy that has generated over $7 million in revenue for B2B solo entrepreneurs, small business owners and some of the country’s top brands.

Known for her “tell-it-like-it-is” writing style, she has earned a variety of awards and recognitions including hitting the Amazon Best Seller’s List in 3 categories just 24 hours after releasing her first book, Shots Fired! How to Write Copy that Pierces Hearts (And Opens Wallets).

Her second book, F.A.S.T. Money! The Easy Way to use Facebook Ads to Hook Smokin’ Hot Leads shot to the No. 1 spot on Amazon’s Best Seller’s List two days before its official release. Apryl’s work has also been featured in The Huffington Post, YFS Magazine, and other notable online and print publications.

Apryl has 15 years of experience in copywriting, marketing communications and proposal writing. She is a graduate of The Ohio State University in Journalism and the University of Phoenix in Masters of Business Administration in Marketing. Visit to find out more about her spine-tingling sentence slinging skills.

Be an Obnoxious Tease (and Get More Email Clicks)

If you’re having trouble getting email clicks and persuading people to put their eyes on your sales offers or blog posts, here’s a way that works like crazy (when done right) almost 100% of the time. 

Look, I’m a big tease.

Especially in email.

Really you have to be an almost obnoxious tease to get people to click.

And you can do this by saying something extremely enticing for your market, and at the same time painfully incomplete.

For example:

Say you’re selling a business coaching program about helping folks ditch their 9 to 5 gigs.

Don’t say:

“I want to tell you about this fantastic new program I’m selling to help you ditch your day job.”

Instead say:

“I just learned about this great new way to ditch your day job and make a ton of money. I could almost kick myself for not having thought of it sooner. It’s fast, it’s simply and it costs nearly nothing to use it. And I reveal all the details about what it is and how it works at …”

See the difference?

The key is to NOT make it obvious you’re sending them to a “sales” page or a boring old blog post.

Here’s why:

Only about 5% of the total potential buyers – the folks who want any and everything on the subject, no matter what it is or what it costs – will click the link after you’ve told them everything that’s waiting on the other side.

To get more sales, you should test teasing them with the promise of more details and make it worth their while to click and go to your sales pitch.

In other words:

Show them just enough of the good stuff to get them to want more.

Then let what’s behind the click — your sales page or blog post “bring home the bacon.”


How Long Should a Sales Page Be?

I asked a simple question in a few Facebook groups the other day …

“How long should a sales page be?”

I got responses ranging from as long as it takes to sell the product to it depends on the price to I have no idea.

Now here’s the answer:

It depends on the amount of your offer. Your sales page should include enough of the RIGHT words to propel the reader into action. (Yep, they got that one right – I hang out with a ton of smarty pants folks :))

For example, let’s say you’re selling a $75 mini-course on how to sell shoes online. You have a few videos, worksheets and that’s it. Now, you don’t need 50 pages of text to sell a $75 product.

You’d literally kill folks with your words. And NOT in a good way.

Second, it depends on your audience. Selling to a bunch of ice-cold folks who barely know your name? (You may want to rethink doing that, but that’s for another email.) You’ll need more words to get them to part with their moolah.

Third, it depends on what type of product you’re selling. Is it a “gotta-have-it” or a “need-it-in-my-life”?

Let me break this one down:

Gotta-Have-It Offers

A gotta-have-it offer is something folks don’t NEED to survive but want to so they can live a happier, richer, healthier life. Think of coaching services, copywriting, health coaching and so on. No one’s going to die without these (well your business might), but you see my point.

To sell these items, you need to do some serious copywriting because you have to stir up the DESIRE for the product when logic is telling them that what you’re selling is not something they require. With a long-form sales page, any good copywriter can make the reader believe they need the product or service.

Need-It-In-My-Life Offers

On the other side, you’ve got the need-it-in-my-life offers – clothes, food, shelter – life’s essentials. Now to sell these items, all you need is a fantastic unique selling proposition (USP) and copy that makes the offer sound irresistible. You can usually do those two things in less than 3 pages – think billboards and magazine ads.

Alright, so what’s the answer, Apryl?

How long should a sales page be?

Well … it depends. I can tell you that the sales pages I write for clients who sell products and services ranging from $47 to a few thousand bucks are between 600 to about 2,000 words.

But I want you to know that it’s not about the number of words, it’s about having the right elements to make folks wanna smack the buy button. Now, I share all these elements in my new book, Shots Fired! How to Write Copy that Pierces Hearts (And Opens Wallets). 

In the meantime, I know you want something today to make this sales pages thing a whole lot easier. And, of course, I got you covered.

So …

Here are the top 4 questions you MUST ASK yourself before publishing your next sales page:

  1. Did you pierce the heart of the buyer and make an emotional connection?
  2. Did you paint the picture of the “promised land” and how the buyer’s  life will improve after buying your product/service?
  3. Did you address the buyer’s objections to investing in your product/service?
  4. Did you make it easy for the buyer to smack the buy button? Side note: You should always include buy buttons throughout the page (folks get annoyed when they have to go all the way to the bottom to click – make it easy).

And that, my friend, should hold you over until you can get your hands on my bestselling book.

Are Your “Killer” Headlines Killing Your Sales?

Got a great question the other week:

“Apryl, how can I write ‘killer’ headlines?”

Frankly, this is one of most frequently asked questions copywriters get.

After all, if nobody makes it past the headline, you can stick a fork in your offer – no matter how irresistible it is or how intriguing your sales page.

So let’s have a little informal “challenge.”

Read the following email subject lines and try to guess which one had the highest open rate:

  1. Shake what your mama gave ya
  2. Free writing help
  3. Why do we use swear words

Advertising critics would say:

“All these suck!” There’s no pain or benefit! Where’s the numbers, we all know list subject lines are awesome? My mama didn’t give me anything to shake? ‘Free’ will get sucked up in spam filters. Who swears in business writing? You’re nuts, Apryl!”

And, of course, these critics would be wrong.

Before I tell you the winner, here’s a dirty little secret:

Focusing all your attention on the market is the magic of copywriting. And when you write headlines, think market first, product second.

Do this and you’ll get way better results. You see when you talk about someone’s insecurities, trends, past times, fears, wants, pains, you will never bore them. They will hang on your every word. And your headlines will never go ignored.

Let me drive this lesson home.

I sent the “shake what your mama gave ya” email in March to promote one of my copywriting services, and at that time it had the highest open rate of all my emails – 60%. Nowadays, I rarely even check email stats.

I don’t let open rates and click-through numbers mess with my mind anymore.

The only number that matters are sales.

And that number has tripled over the past few months.

Anyways, here’s the point:

You can find “killer” headlines anywhere.

Just flip through the “junk” magazines at the checkout line in your local grocery store.

Watch the news and listen to how the anchor leads to a story right before the commercial break.

Listen to heart-wrenching one liners in hip-hop, gospel and country music.

Go to a movie.

Play with those addictive little headline analyzers (just for fun, please).

“Killer” headlines are literally everywhere.

Focus on What Matters Most

So don’t stress over writing so-called “killer” headlines. Frankly, they can kill your sales because they usually don’t focus on what matters most …

The Market!

Gurus will tell you to use numbers to your headlines.

Include explosive words.

Insert “You.”

And these are theoretically solid tips.

But really, all you gotta do is …

Focus all your attention on your audience first. The loyal followers and fresh pile of leads you want to invest in your products and services. And then the product or service.

Do this, and your headline will be killer without you fussing with “guru” tips and tricks.

Plus, you’ll make a ton more sales.

At least, that’s what has worked for me.

Intrigued? Excited?
Ready to attract more clients, close more sales
and make your bank account extremely happy?

Turn your copy into cash with my fabulous Friday writing digi-chats. Join us now and get your copy of the “Write Like A Boss Guide”for the hefty price of FREE.

How to Respond When You’re Asked About Price

One of the most effective ways to approach the pricing question is with the assumption the prospect on the phone with you will – right out the gate – be shaking her head and saying to herself, “this chick is a lunatic if she thinks I’m paying that!” when you reveal your price.

In other words, with every benefit you toss out there, just assume she will object to the price.

She might want to just pay what you’re asking and get started with the project (if you’ve targeted your market right and have copy that sings the value of your offering).

But chances are she’ll have sticker shock.

And yet, there’s a special way of selling to skeptics like this that prevents them from running for the hills when you reveal your price.

What is it?

Simply think of your prospecting call as a sandwich.

Here’s what I mean:

Your “meat” is the price.

The two pieces of “bread” are both some form of credibility element (such as your experience, testimonials, endorsements from a respected professional, etc.)

And to make your price “objection proof,” every time you reveal it, simply add a credibility element – even if it’s just a few words – that backs up the price both before and after the price.

What to Say When You’re Asked About Rates

So your conversation could go like this:

Her: “Alright, so how much is it?”

You: “Before we talk price, let me say this. If you’re looking for a cheap [business plan, website design, etc.), then I’m not right for you. My clients make millions off my [business plans, website designs, etc.] and results like those require a high level of quality, which is what I deliver.”

Her: “Okay …” (Thinking to herself, this is going to expensive.)

You: “With that being said, for this service, you’re looking at $XX. That rate includes XYZ. With XYZ in hand, I can almost guarantee you’ll get the results you want, as long as you market/present it right.”

Now, if you’re talking to the right person (someone who can afford your services), then she will undoubtedly whip out her credit at that very moment.