On page 110 of How to Make Your Advertising Make Money, John Caples writes:

Techniques change, but basic sales appeals go on forever. Therefore, when you are searching for an idea to sell your product or service, don’t forget to review the ideas that have been successful in the past.

I’ve gotten some great ideas from reading proven ads and sales letters. Sometimes it’s just a small copy idea. Other times it’s a headline or subhead. Still others, a sidebar or scarcity play.

Just remember: It does you very little good to review (and recycle) the same three or four or five ads over and over again. You need to be continually inspired by fresh material.

Click here to learn more about Swipe Files.

-Ryan M. Healy

I’ve recently been on a book binge, buying up some volumes I’ve been intending to buy, but postponing.

Part of my reasoning is I’d rather pay $20 to get a used classic book now, than pay hundreds of dollars later when it’s considered a rare book.

Perfect example:

For the last year, I’ve been searching for a copy of This One Mad Act by Izola Forrester, the granddaughter of the infamous John Wilkes Booth, alleged assassin of President Abraham Lincoln.

There are currently only 3 copies of this book available for purchase. It is a rare book indeed. The cheapest copy is $294; the most expensive is $357.

I’ve got a thing for books, so price usually isn’t an objection. But I do think twice before dropping $300 on a used book.

The most expensive book I’ve purchased to date is How to Make More Money with Your Direct Mail by Ed Mayer. I paid $199.99 for that.

The second most expensive book I’ve bought is Reality in Advertising by Rosser Reeves. That only set me back $108.99.

So when I got a first edition 1983 copy of How to Make Your Advertising Make Money by John Caples for just $28.89 this week, I thought that was a pretty good deal. (Some copies are selling for twice that.)

Anyway, the whole point of this post is this…

When it comes to used books that are no longer in print, better to buy them sooner than later.

As copies disappear from circulation, what were once considered classics become rare books. And rare books command top dollar in the used market.

-Ryan M. Healy

P.S. Speaking of rare, I may soon be removing Copywriting Code from the market to add some additional content and training.

When I open up membership again, it may not be as affordable as it is now. If you’re interested, I suggest joining now.

I just got done reading three marketing newsletters.

I used to be good about tearing open the envelope whenever a newsletter arrived and reading it right then and there. These days, I’m more prone to save up two or three and then “batch” them by reading them one right after the other.

Anyway, whether it’s newsletters, blogs, or books — I LOVE to read.

Always have.

In fact, back in the 8th grade, I started logging all the books I finished reading. I would record the title, author, a paragraph or two about my reaction to the book, and a rating.

I’ve been keeping my book log ever since. About 16 years now.

What’s cool is that keeping a book log motivates me to maintain or increase my reading levels every year. And it also encourages me to read quality material, usually found in books.

For instance, yesterday morning I finished reading my 24th book of the year. I’ll probably hit about 26 or 27 books total. I find I average about 30 books a year, give or take.

So back in 2005, I was thinking and thinking and thinking about Web 2.0 and how I might be able to capitalize on it. That’s when it hit me.

Create a Community for Book Lovers!

I actually mapped out the site, what it would do, why people would sign up, the marketing plan… basically everything… in Aug/Sep 2005.

The only problem was… I’m not a programmer!

But — I have a friend who is. His name is Ken Gary. We used to work together before I became a freelance copywriter.

So I approached Ken to gauge his interest in the project, and to see if he’d be willing to partner with me. He agreed to be a part, which was really cool. The not cool part is that…

It’s Taken Us 3 Years to Get to This Point!

I remember back at Harlan Kilstein’s seminar in San Francisco (early 2006), I was talking with Jim Van Wyck about my idea for the online book log.

He thought it was the best idea he’d heard in a long time. He even said, “Ryan, don’t tell ANYBODY about this. You just need to get it done.”

That’s not a direct quote, but it’s the gist of what he said.

I was totally pumped because of Jim’s encouragement. I knew it would be big if we could build the site and the community.

Unfortunately, along the way I found out we had (gasp!) COMPETITORS!

That’s right! Some other bright people had the same exact idea I had had… and they were implementing it as well.

In fact, one of these sites was recently purchased by Amazon for an undisclosed amount of money. Pretty cool. I felt vindicated when I heard the news…

And a little depressed that it had taken so long to get the site going.

Fortunately, my friend Ken didn’t give up on the idea. He got mad at me for being discouraged. This turned out to be a good thing because he then proceeded to make the site WAY better practically overnight.

So here we are. We’ve got a really cool web site for book lovers…

And It’s Ready for YOU.

You see, Ken and I have been using the site for quite a while. It’s called MyBookLog.com. We’ve attracted some other users naturally, but we haven’t really started promoting the site.

That time has now come.

So: If you are a book lover… and you’d like to check it out… go to My Book Log right now and sign up for a FREE account.

When you do, you’ll get the following:

1. Ability to log and track the books you’re reading.

2. Log books you own… books you’ve read… and books you’re now reading.

3. Upload a cool widget to your blog that displays the books you’re now reading. (You can see my widget in the column to the right.)

4. And more. Actually, we’re still developing more features, so if there’s something you want to see improved or added to the site, just let me know. We’ll get it done.

Alright, I’ve talked enough. Go get your FREE My Book Log account right now. When you do, leave a comment with a link to your book log so I can go check it out. Thanks! :-)

-Ryan M. Healy

I mailed all the books today.

Here are some numbers I thought you might find interesting.

Total sales: 85 (34 within the U.S. and 51 international)

Total cost of postage: $583.60

Total conversion rate: 22%

That number comes from this calculation: 85 sales / 385 unique visitors to my blog during the promotion = 22% conversion rate.

The conversion rate may actually have been better than reported since not all unique visitors would have seen the promotion.

Note to customers: If for some strange reason you don’t receive your book within the next 10-14 days, please email me. My email address is underneath my photo on the right side of this page. Thanks.

-Ryan M. Healy

Well, today is my birthday. And as you might already know, today is also the last chance you have to get a copy of Million Dollar Marketing Secrets for $7.

This is a real book. It is printed on real paper. And it’s even sent using real postal mail. :-)

Today’s message might persuade you to buy a book or it might just make you laugh. If either scenario happens, I have succeeded.

You see, as I mentioned in the first post announcing this “giveaway,” I have 14 boxes of books. Each box contains 32 books and weighs 24 pounds. Two boxes stacked on top of each other is 48 pounds.

At the end of September, I’ll be moving again. And I’d really prefer to move as few of these boxes of books as possible. As you can see from the picture my wife took this morning, lifting boxes of books can be really hard on your back. (Yes, those are my pajamas.)

So here’s my totally selfish appeal today. Save a back: buy a book. It’s kinda catchy, isn’t it?

Anyway, if you’re interested, you’ve got about 24 hours left. You can read all the details of this offer in my original post.

==> My Birthday Is This Week — Here’s a Gift for You

-Ryan M. Healy

P.S. If you’ve already taken advantage of this offer, thank you! I will be mailing your book on Monday.

[Note: This Offer Is Now Closed. Thanks!]

So my birthday is this Thursday, May 8. I’m a bit secretive about my age, although I haven’t gone out of my way to hide it. (Some folks know how old I am, but they almost never guess right the first time.)

Ever since about age 16, birthdays haven’t really been a big deal to me. When my wife asks me what I want, I have a really hard time coming up with anything.

I’m the kind of guy who depends on his wife to tell him when he should stop wearing something… because it’s out of fashion or falling apart. I also rely on her to force me to go clothes-shopping, which is one of my least favorite activities I could possibly imagine.

Anyway, I have more fun copywriting and serving people than I do receiving gifts. Which is why I want to give you a gift this week.

My Birthday Gift to You

Here’s the situation. I partnered up with JP Maroney a couple years ago on a book project. I was one of 22 different authors. We each submitted a chapter to the book.

The title of the book is Million Dollar Marketing Secrets. Some of the authors include Clayton Makepeace (he wrote an excellent chapter), Tom Antion, Michel Fortin, Ray Edwards, Alan Forrest Smith, and (of course) yours truly.

The book is packed with dozens of marketing tips and strategies. Here’s a sample of what’s included in the book:

• How to Harness the Power of Testimonials to Increase Sales.

• 7 Keys to Making a Fortune Using Radio Advertising.

• How to Get Prospects to Close Themselves.

• 5 Steps to Connect Product Benefits with Prospects’ Most Powerful Response-Boosting Emotions.

• How to Create Windfall Business Profits with the Power of Leverage.

• How One Transaction Can Make You Independently Wealthy for Life.

• Plus 16 more chapters I haven’t yet mentioned!

And because it’s my birthday this week, I’d like to give you a copy of this book for only $7.

Why So Little? And Why Now?

Since this was a group self-publishing effort, most of the co-authors paid money to create the book. I bought 500 copies at $3 each. Do the math. That’s $1,500 for 500 books.

Plus, I paid around $250 in shipping to have the books delivered to my house.

So far, I’ve used the books primarily as incentives. For instance, last summer, I gave away a free copy to the first few buyers of my report on how to get copywriting clients. And I’ve given copies to close friends and family members.

But I still have a LOT of these books left.

And I’ll be moving again at the end of September. So I really would prefer not to move these books again.

That’s why, in celebration of my birthday, I will give you a copy of my book for only $7. That includes shipping.

Considering that I’ve already spent $3 for each book, that’s a pretty good deal.

The only catch is that this offer will end first thing Friday morning (5/9/08) when I wake up. (My birthday is on Thursday, May 8.) So that means you have between now and early Friday morning to order.

I Have at Least 448 Copies Left!

As you can see in the picture, I’ve got 14 unopened boxes of books. Each carton contains 32 books. So I have a minimum of 448 copies left.

I doubt I’ll sell that many, but now you can see why I’d rather “give” them away now than haul them to a new house later this year.

Plus, it’s a nice perk for you. If you’re like me, you love books. And anytime I can get a quality marketing book for less than ten bucks, I’m all over it.

Heck, the chapter Clayton Makepeace wrote is worth $7 all by itself!

So Here’s How to Order

Just click the handy-dandy PayPal button below to pay $7 for the book. And MAKE SURE your address is correct. Because that is the address I will mail your book to.

International Customers: If you live in Canada or anywhere in the U.K., you can take advantage of this offer, too. No extra charge. (If you do not live in the U.S., Canada, or the U.K. and would like to order, please leave a comment below and I’ll get in touch with you privately.)

Canadian Customers: If you are a Canadian customer, I will mark your package as a “gift” so you don’t have to pay GST. (After all, this is a gift from me to you. I’m only asking you to chip in to help cover my “hard costs.”)

Alright, enough of my yammering. Here’s the PayPal Order Button.

[This Offer Is Now Closed. Thanks.]

My Best,

-Ryan M. Healy

P.S. Remember, the deadline for this offer is Friday morning, May 9, 2008. I will be packing all book orders this weekend and mailing them out on Monday morning (5/12).

Earlier this week I wrote about the 12 books that changed my life.

At the end of that post, I invited you to participate by writing your own list, publishing it on your blog, and linking back to my original post.

For doing this, I said I would give you a free link back to your web site.

So far, three people have taken me up on the offer: Joseph Ratliff, Louis R. Burns, and Chad Kettner. If you view my original post, you can see links to their articles at the bottom.

But I wonder: why haven’t more readers taken me up on my offer?

Maybe you don’t read. Maybe you’re too busy. Maybe you’re not interested in getting a free link. I don’t know.

But if you are interested, there is still time to participate.

You don’t have to do exactly what I did. If you need ideas, try these:

• 3 Marketing Books that Changed My Life
• 5 Copywriting Books Every Entrepreneur Should Read
• 12 Books that Inspired Me to Be a Better Person

If you do participate and want to make sure you’re included in my list, send an email to rhealy [at] gmail [dot] com.

Oh, and one last thing: this offer is only available through Saturday, March 29. After that, this offer is closed.

-Ryan M. Healy

I love to read.

And I love to track every book I read.

In fact, I began logging every book I finished starting in the 8th grade, and I’ve been doing it ever since. Every January, I close out the prior year, print my log, hole-punch it, and put it in my book log binder.

It’s nothing fancy, really. Just the book title, author, a few sentences about the book (including what I did or didn’t like), and a rating.

Since 1993, I’ve finished reading 405 books. So a couple weeks ago, I began thinking: Which of all the books I’ve read have deeply influenced me? Which books have actually changed my life?

I began writing them down in this post to share with you. I’ve added some commentary to explain why each book made the cut.

Ethan Frome by Edith Wharton

Have you ever been tempted to have an affair? Then this book will be like cold water on a blazing fire. I actually read it the first time when I was in high school; I wasn’t married yet. I read it again after I married. But the lessons I took from this book are a constant reminder to me.

Invisible Man by Ralph Ellison

This is most powerful book I’ve ever read about the issue of color and race in America. The “Invisible Man” in this book is the main character, but he has no name. People don’t see him; they see through him. It is a book about blindness and the ultimate removal of that blindness–the lifting of the veil.

All the King’s Men by Robert Penn Warren

A story of the rise and fall of a political icon. Not only does this novel illustrate the transient nature of power, it also paints a picture of regret and “what might have been.” Unless you’re reading with your eyes closed, this book should awaken you to grab hold of the pivotal moments that happen in your life.

The Jungle by Upton Sinclair

It is helpful to know this book was written specifically to expose what was happening in Chicago’s meat packing district at the beginning of the 20th Century. Sinclair was called a “muckraker,” which means he sought to expose “the powers that be” by speaking the truth. This book opened my eyes to the idea that the government is not as trustworthy as the school textbooks would have us believe.

Johnny Got His Gun by Dalton Trumbo

Growing up, I wondered why so many old men were interested in the history of war. I now find the subject fascinating. I especially like war literature. This book was the first novel I’d ever read about war. It is exceptionally powerful. It tells the story of a man who has lost his arms and legs, as well as his ability to hear, see, or speak. He is, quite literally, a living stump. And so the book is a collection of his memories before the war, his thoughts about his post-war condition, and his efforts to communicate with the outside world.

Purple Cow by Seth Godin

Of all the marketing books I’ve read, this one had the most profound effect on me. It’s a simple message: be remarkable. Godin uses case studies to show how to be remarkable, and why it’s so important in today’s advertising-saturated world.

All in All by A.E. Knoch

This was the first book I had ever read that presented the idea that God would eventually restore all men to fellowship with Him. It was the first book I read that suggested “hell” didn’t exist. Definitely worth reading, although I feel there are better books on the subject (anything by Stephen Jones). You can also read “The Greatest Love Story Never Told,” which is a primer I wrote.

Secrets of Time by Stephen Jones

Have you ever wondered how old the earth is according to the Bible? Or have you ever wondered what kind of time cycles are revealed in the Scriptures? If so, you’ll want to read this book. It opened my eyes to the fact that time is not random. Rather, it is governed and controlled by God. Furthermore, Biblical time cycles help us to understand prophecy, especially what is happening in the world today.

The Heavenly Man by Brother Yun & Paul Hattaway

Never have I read a book (besides the Bible) that is so spiritually inspirational. Brother Yun is a Chinese man who spent many years sharing the love of Jesus in Communist China. We Christians in America have no idea what hardship is or what dying daily to ourselves really means. Brother Yun’s story is a testament to that. I believe all Christians should read this book.

The 80/20 Principle by Richard Koch

Koch’s book is based on a discovery made by Vilfredo Pareto, a discovery that says 20% of inputs create 80% of outputs; and 80% of inputs create only 20% of outputs. It seems rather simple on the surface, but seeing the 80/20 Principle at work in life and business is amazing. It’s a principle that can change your life if it is applied consistently to how you live and work.

Debt-Free Living by Larry Burkett

Over the years, I’ve accumulated a bit of debt. Much of it was justified by viewing the money I spent as “business investments.” This book helped me to see the debt I had accumulated was a result of greed and a desire to get rich quick. I can’t say this book was comfortable for me to read. But it definitely gave me a kick in the seat of the pants and made me finally do something about my debt.

The Bible

Last, but not least, the Bible has changed my life more than any other book ever written. I can’t even begin to say how it has changed me. I wouldn’t be able to trace its influence on me if I tried. It’s been a part of my life since I was born and will be a part of my life until I die.

On a side note, the first book of the Bible I ever read was Leviticus. I read it in 7th grade. Why? Because everybody said Leviticus was the worst book of the Bible. Naturally, given my contrarian nature, I knew I had to read Leviticus first.

So these are the 12 books that have changed my life.

Of course, I wish I could share more. I didn’t even get to mention Steinbeck, Faulkner, Rand, or any of the Russian authors, all of whom have impacted me in some way.

Now it’s your turn.

I want to know what books have changed your life.

If you’re up for it, write a blog post listing the books that have changed your life and why. Then link back to this blog post.

I will start a list at the bottom of this post linking to anybody who decides to participate. If you want to make sure you are included in the list, then please send me an email including the link to your post at rhealy [at] gmail [dot] com.

Thanks! And I look forward to reading your list.

-Ryan M. Healy

P.S. Want to log and track the books you read? Get a FREE account at My Book Log.

Links to Other Book Lists

• Five Books That Changed My Business Life – by Joseph Ratliff
• Books that Changed Your Life – Louis R. Burns
• 12 Books That Changed My Life – Chad Kettner
• Nine Books That Influenced Me the Most – Keith Goodrum
• Fun on Friday: 10 Books That Changed My Life – by Lynnae
• Can Books Change Your Life? – Walt Goshert
• 10 Books I’ve Never Read – Mr. Stupid
• Books that Rock! – Justin McCammon
• 10 Books That Changed My Life – The Simple Dollar
• Reading and My Personal Book List – Kevin Cullis

My friend Ben Settle published a book earlier this year called The Copywriting Grab Bag. I have a copy of the book, and it’s phenomenal.

But here’s what’s so cool…

One of the guys who bought Ben’s book was so impressed that he actually created a video and published it on YouTube!

Observation: you have to be thrilled with a product to give a testimonial… but you have to be really thrilled to create a video and upload it to YouTube.

Here is a link to the video:

==> Unsolicited video review of The Copywriting Grab Bag by Ben Settle

-Ryan M. Healy

Yesterday, I got a call from Lila Rajiva, the co-author (with Bill Bonner) of Mobs, Messiahs, and Markets. Apparently, one of the guys who’d commented on one of my previous posts had said some inaccurate things–so I happily agreed to remove his comment.

Maybe I’m just a book junkie, but I really enjoy getting to meet the authors of my favorite books. When you speak with an author, it adds a new dimension to the book.

I remember emailing Richard Koch after reading his 80/20 books. I told him how much I appreciated his work… and he replied! I love it when that happens.

Coincidentally, Amazon sent me a sale notice today saying that Mobs, Messiahs, and Markets is only $7.37 right now. That’s insanely cheap for a 432-page hard cover book. So I thought I’d mention it to you in case you’re interested in getting a copy.

For the record, I really enjoyed Mobs, Messiahs, and Markets. If you have any interest in finance, politics, or psychology, you’ll probably enjoy it just as much as I did.

Here’s the link to Amazon (not an affiliate link):

==> Mobs, Messiahs, and Markets by William Bonner & Lila Rajiva

-Ryan M. Healy