What You Really Get Paid For

This article is only for those who already have a website that's making money online.

I'm about to show you how you can double or triple your conversions without lifting a finger.


So, if you have a money-making site online right now, keep reading.

The rest of you may be excused (sorry, just figured I might as well be up front about who this is for).

Here's the deal…

Have you ever heard that story about the ocean-going ship engine that failed?

In the version I heard, it was the Queen Elizabeth luxury liner.

The vessel's owners brought in all their on-staff engineers to fix it, but none of them could get the engine running.

Finally, they brought in an expert who had been fixing ships all his life.

The old expert hauled in his bag of tools and looked around a bit.

He crawled all over that engine room, looking, touching, thinking.

Finally, he went to his bag, pulled out a small hammer, and tapped a few times on a valve.

The engine roared to life.

A week later, the owners of the ship received a bill for ten thousand dollars.

They were outraged. After all, the man had only tapped on a valve with a hammer!

They immediately demanded he send them an itemized bill explaining his charges. He sent them a bill that read:

“Tapping with a hammer…………………$2

Knowing where to tap………………$9,998”

Knowing where to tap is important to your sales copy, too.

The simplest changes can make the most profound difference in your results.

There is an art to writing copy, but there is also a science to getting the maximum result. And that science is called “testing”.

Here's the “magic formula”: get a sales letter that makes SOME money.

That gets SOME conversions and sales.

Then TEST the heck out of new headlines, deck copy, subheads, offers, guarantees, pictures,etc.

In other words, use the ART of copywriting plus the SCIENCE of testing to find out…


As marketers and copywriters – knowing where to tap is what we get paid for.

Ray Edwards is a world-renowned copywriter and communications strategist, writing for some of the most powerful voices in leadership and business including New York Times bestselling authors Jack Canfield and Mark Victor Hansen (Chicken Soup for the Soul) and Tony Robbins. Ray is a sought-after speaker and author, hosts a popular weekly podcast, and blogs at RayEdwards.com.

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  • So very true. 🙂

    Knowing where to tap is the MOST important part. And besides, if the guys running the boat knew where to tap, they wouldn't need us. Anyone can have a bag of tools… only certain folks know how to use them.

  • Parth

    Dude! Incredible post. Thanks.

  • Facts and testimonials work wonders in a successful marketing campaign. Make people believe that you are credible enough to say those facts.

    • Very good point – of course making them believe starts with it actually being true. 😉

  • I'd like to tap a keg of never-ending rich copywriting clients who'd rather go on vacation and let me handle the job than insist on giving needless tweaks, suggestions and feedback. Silly clients.

    • I bet there are plenty of copywriters out there who would agree. The key to getting close to this nirvana, by the way, is to pre-select the kind of clients you want to work with in advance. I'll be saying more about this soon.

  • I never heard that before and loved the itemized bill. It is very true though in internet marketing and one thing I found that works quite well is to use social media to find out exactly where to tap. When helping with a site redesign a couple years ago, I used facebook and twitter to see what users wanted out of the site or how they thought it could be done better. Same thing could be done with any sales letter, marketing news or promotional copy.