March 8, 2016

Do You Leverage These Swiping Secrets To Make Your Web Copy More Effective?

swipe file Are you sick and tired of trying to come up with copy that converts?

You feel you’re banging your head against a wall.

Wouldn’t it be great if you would be able to talk in the same language of your customers?

And wouldn’t it be awesome if you could peek into their brain to see what they worry about, what they want from your solution?

Then you are right where you need to be right now. There’s actually a way, and I’m going to reveal it to you now.

By building up a solid swipe file, you can quickly write construct copy that talks to your readers and converts them into leads and sales.

Before we start, I want to tell you what swiping copy is not: mindlessly copying someone else’s writing. We’re not talking about grabbing someone’s sales letter and calling it our own. That’s stealing.

You are going to get inspiration from other sales letter, sure. But you’ll also listen to the language your customer uses and possibly use some of their messaging. As you’ll see, swiping copy makes the process of writing a lot easier.

Are you ready? Let’s get down to business…

Always Start With Your
Target Audience

Trying to write persuasive copy if you don’t know who you’re selling to, is a little like playing darts with your eyes closed. You’re throwing something on your website and hope you hit the bullseye.

Some businesses have another interesting approach: every visitor is a potential client. So they write for everyone — and lose all their persuasive power in the process.

Do you think Apple writes to an audience that doesn’t love their products? No, they don’t target the Microsoft audience.

They write to the 15-20% of the people who are already interested in their products because that’s where the money is.

I’m not going to go into the nuts and bolts of defining your target audience in this article, but these 2 remarkable resources will help you out:

The Amazon Kindle Swiping Strategy

I learned this strategy from Joanna at Copy Hackers. It’s a powerful way to score some fantastic copy. You’re literally mining the minds of people who have the problems you’re solving.

How does this process work, you ask? Simple:

  • Go to the Amazon Kindle store
  • Find a book on a topic you’re selling
  • Look for solid reviews that contain golden nuggets

That’s not hard at all, right? A 3-year old child can do this nowadays (alright then, except for his ability to judge the golden nuggets…)

Your excuse for horrible copy is about to get a lot worse, because I’m about to show you how to write copy, without actually….ya know, write.

Time for an example, don’t you think?

Selling a self-help book on creativity

Let’s just imagine you and I have just written a book on how to use your creative mind. We plan to make a bunch of money of it. How? By selling boatloads of copies, of course.

But what do people who want to learn about creativity expect to learn? What are their underlying reasons for wanting to get better at using their creative mind? It’s questions like these we’re about to find answers to, my friend.

So we just go to the Amazon Store and type in “creativity”.

This is the first book we come across:

creativity81 reviews with an average of 4 stars. Not bad, eh? Let’s see if we can find some gold nuggets…

This is the first result, and a “Top Costumer Review” on Amazon…


First impression: a lot of information, but from a swiping perspective, this is a crappy review. We don’t get to hear interesting things this person has learned from this, or what kind of challenges this person was facing.

There’s a lesson here: not every review will be swipe-worthy. Be selective. We’re looking for humans sharing their perspective, letting us in on their challenges, what they did to overcome them, why it matters so much…

Trust me, you’ll never have to look very far to find something insightful on Amazon, once you can recognize  the information that gets to their why.

Look for sentences like these:

  • I bought this book because…
  • This book helps me…
  • …is important to me.
  • I wanted to learn…
  • If you are looking for…
  • If you are interested in…

Take a look at this example:

This is a very short review, but it does give us some insightful information. We could use these statements as questions, to grab the attention in your copy.

Is creativity important to you?

Do you want to understand what creative people are like? Do you want to know how to be creative, and discover the source of creativity? Then read on…

See? We are already on to something!


Here’s some more insightful information, although I wouldn’t recommend swiping the title of the review. 😉

The example below is what us marketers drool. There’s so much juicy information we can extract from this review that it’s almost a crime to use, at least, some of it.


This person gave us real insight into the way his mind operates. How wonderful is that? Not only did he like the book, he learned more about how and why he thinks the way he does….

How could we use some of this information in our copy? Here are some examples:


If you want to discover how the creative process works in easy to understand terms, then you’ll like this book…


Are you someone who is inclined towards creative solutions?

Bullet points:

  • Learn how representing reality through various mental images will lead you to creative solutions (even if you and others think these images are absurd or odd).

Do you see how you can leverage reviews to extract high converting copy now? Go ahead and try it out!

Save Good Emails You Come Across

You are an entrepreneur, so you’ll need to be inventive. I’m sure you are on multiple e-mail lists related to your business, am I right? I urge you to get into the habit of saving the emails that truly resonate with you.

If a successful entrepreneur in your niche is launching a course or new product, it’s also not a bad idea to save all their promotional emails for that launch. Study the structure. You’ll learn things like how the anticipation gets built up and how urgency get increased near the deadline of the launch.

One of the most prominent people in my inbox is a copywriter called Ben Settle. He continues to come up with interesting subject lines that make me want to open his emails (he sends daily emails.) Here are some examples:

  • The crude difference between winners and whiners
  • It’s not his fault he’s stoopid
  • Manipulation mind tricks I use on my best friends
  • How to pick the perfect coach for dat azz

Now, these emails are not something a big corporation would send you. Agree? But they do have some very

But I almost always open his emails because they stop me dead in my tracks when scanning my emails.

Take a look at some of Neville Medhora’s email subject lines.



Here’s a secret about people: at any moment of the day, we crave mental engagement. We want to be so engaged in something, anything, that we forget time. Like I am right now, muting the world because I am so engaged in writing this.

This is why we love movies and TV shows. It’s why a lot of people compulsively check social media even though there’s nothing urgent going on.

So write your emails with this need for mental engagement in mind. Second, have the mindset of writing to a friend. And last, sign up for some e-mail lists in your niche to get an inside look into their promotional emails and product launch sequences.

Remember to save good emails to your swipe file, because that will become your secret weapon when you need the inspiration…

The One Secret Copywriters
Use To Dramatically Increase Their Copywriting Skills

Disclaimer: if you have no interest in increasing your selling skills whatsoever, but just wanna take the lazy route…you might want to skip this. If you are willing to take the effort, invest the time and endure the hand cramps to seriously increase your writing skills…this is definitely for you.

So, what is it? It’s not a shiny object or a secret formula that will instantly 10X your copy.

As a matter of fact, it’s actually one of the most old-fashioned ways to learn the skill of copywriting…

You sit on your chair, grab yourself a successful sales letter from one of the best copywriters on earth — and write them out by hand. 

When you do this, you internalize all the information on a deeper lever. You are forced to go a lot slower than your reading speed and might read every sentence up to 3 times while writing it down.


This was a fantastic Gary Halbert advertisement on weight loss. It was a so-called “blind sell” — which means the advertisement does not reveal what is in the product. Gary’s storytelling skills created a powerful curiosity that made me want to know the secret, and I don’t even have weight problems!

If you also want to swipe one of Gary’s sales letters (known as THE best copywriter), you can find 21 of them here.

However, you might benefit a lot more from picking an online sales letter from products in your niche. Write them word for word and you’ll get a powerful feel for writing persuasive copy (in a good way….)

Why You Shouldn’t Be Afraid To Be Persuasive

Something a lot of small companies do wrong (and some of you big ones, too) is trying to please everyone. Their copy ends up being so timid that it almost fades into the background. You don’t have to follow their path. When you take these methods to find out what your customers problems and desires are, you can powerfully relate it back to them.

Persuasiveness isn’t icky, even though some people claim they hate persuasion. But then, when it’s time to decide what’s for dinner, they might persuade their partner to go to a restaurant they like by asking them “if we were to eat at [favorite restaurant], what would you have?”…

Persuasion is knowing exactly what a person wants, relating to them, telling them stories, getting them to feel what it’s like if they lost those 35 pounds, how much energy they would have, or what it would mean for them to be able to play with their grandchildren.

When you solve a problem, it’s your obligation to tell it to the world in a way that relates to them. If you ask me, I’m much rather persuaded than blatantly sold to.

Consider these headlines:


Against this:

Do You Remember What It’s Like To Feel Fit and Energetic? 

I would say that the persuasive headline is a lot more human and in touch with the person they’re helping….don’t you think?


As you can see, the best messages do not come from your mind. Take a deep breath of relief, and acknowledge the fact that you do not have to create successful copy out of thin air. With the power of the internet and these tactics, now you can, too, create copy that is more effective than that of most online businesses.

Are you excited and planning to use these techniques, or have you used them before? I’d love to know your thoughts below in the comments section!

Jasper Oldersom

Hey, I am Jasper and I am an authentic freelance (copy)writer and marketer. If you need time to focus on other parts of your business, while I write a quality article for your website - I'm your guy.

Click Here to Leave a Comment Below

Mi Muba - March 9, 2016 Reply

Hi Jasper
I love your each and every technique shared above and am going to adopt those quite new to me.
Exploring new ideas to create an unforgettable copy is heck of the tasks but the tips you gave here are pretty awesome and one would never feel dearth of ideas to keep writing.
Many thanks for sharing
Have a super successful rest of the week
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Enstine Muki - March 9, 2016 Reply

Hey Jasper,
This is premium content you are giving for free 😉
Your case studies on Amazon got me humbled. I never thought anywhere near this though writing copies is not really my business.

A lot of people appreciate my copy for selling my ebook but seriously, I think I still need to learn a lot.

I have a lot of interesting mails popping in everyday but I never thought I could save some. That’s the shinny bulb into my brain now.

Oh yeah this is one thing I had an idea about. Writing by hand helps the brain in understanding because it’s an exercise that makes you think to spell your words correctly (no auto correction)…

Now, I’ll go back to my ebook copy and read through. I might have to add something to make it more persuasive.

Do have a wonderful week ahead man
Enstine Muki recently posted…How to get dofollow backlinks from 15 Commentluv Blogs [PART 2]My Profile

    Jasper Oldersom - March 9, 2016 Reply

    Hey Enstine,

    I absolutely consider that a big compliment! Don’t worry, I have plenty of tricks up my sleeve. 😉

    You should save some of those emails, that’s for sure! Great takeaway. I am sure you’ll be able to extract plenty of valuable information.

    Great point about writing by hand. There’s something special about the hand to brain movement.

    Let me know how you get on with the ebook copy!

    Thank you so much for stopping by and leaving a comment. Have a great week, Enstine. 🙂

    – Jasper
    Jasper Oldersom recently posted…Do You Leverage These Swiping Secrets To Make Your Web Copy More Effective?My Profile

Adrienne - March 9, 2016 Reply

Wow Jasper!

Not only do I appreciate you mentioning my post here but what you just handed to us on a silver platter. I want to get inside your mind the next time I write a post although I will admit I’ve been doing SO much better lately.

I still have a ways to go though and I’d always been told to go to Amazon and look at the reviews but they never said what to look for or how to apply that. See, that’s the “free” information they share with you without telling you “how” to go about this and what to do with it once you’re there. Bingo!!!

You are SO good but I know I tell you this all the time. Little do people know that I come to you when I’m stumped and you “show me the way”. I can’t wait to share this post and spread it around everywhere.

Just from the direction I’ve been going these past three months or more I’m able to tell a huge difference. My content is speaking to my audience and they’re taking action. That’s what we have to do, draw them in and get them to want to take that next step.

Brilliant, can’t say this enough so I’m off to share it now. You have a great rest of your week Jasper and LOVE the look of the blog. Love it!

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    Jasper Oldersom - March 9, 2016 Reply

    Hey Adrienne,

    Well, of course, my friend. 🙂 Drop me a note before you’re going to write! I absolutely agree that you’ve improved a lot since I first started reading your blog.

    Thank you so much for your praise, Adrienne. I appreciate it and I’m glad people are taking something away from this that they can apply themselves with a little work!

    When people can’t afford to hire a copywriter that knows all the rules of the craft, this can help them improve their own messaging with big leaps, within just a couple of hours of work and research.

    The action part is vital. If people read all of your posts and haven’t applied a single thing what they’ve learned, you have not succeeded. Some people will apply some tips and realize they need someone else to do it for them. Others will try it themselves but would still be interested in a premium product of some sorts. The people who don’t act at all, don’t see a big enough priority in what it is you offer.

    You are doing great with targeting the right audience and getting them excited to see what is possible for them. I build up my internal desire when I want something, So it must be good to induce it in our audience to get them to act on something they already know they should, too! That’s why you’re so busy these days 😉

    Thank you so much for stopping, Adrienne. Like I said, you’re welcome to pick my brain!

    – Jasper

Tiffany Griffin - March 10, 2016 Reply

Awesome advice. This post was so helpful for me.

I’ve learned that it really takes stepping outside of your comfort zone in order to see results. I’m an introvert, and so building relationships (even online) can be difficult at times.

But like anything, once you get used to it, it becomes so much easier.

Everyday I’m working on staying consistent with not only writing content, but with connecting with others. Some would say that you should actually spend more time connecting than producing content. I’m trying to find a good balance.
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Mansi Padhya - March 11, 2016 Reply

Hi Jasper,
Excellent post and love your technique shared above. Exploring new ideas to create an unforgettable copy is heck of the tasks.
Thanks for sharing

Akaahan Terungwa - March 13, 2016 Reply

Hi Jasper,

You just kicked my ass in a manner I’m still trying to recover!

You see, writing awesome copies has never been part of my problems…what remains my problem is to speak the language of my readers and more importantly, serve them exactly the cake they wish to have for breakfast, lunch or dinner 🙂

Your secrets in swiping copies is accordingly welcomed and timed right…I’ll move right ahead and implement them with the utmost hope that my horrible conversions will improves ASAP.

Akaahan Terungwa


You write in a brilliantly persuasive manner…for this, I must sincerely thank you. Right now, my head is filled with a ton of awesome (persuasive) ideas 🙂
Akaahan Terungwa recently posted…How To (Brilliantly) Tackle A False Scam Accusation OnlineMy Profile

Sherman Smith - March 15, 2016 Reply

Hey Jasper,

I’ve always wondered how many of your top bloggers come up with so much engaging copy.

I haven’t realize how many resources we have. This is why I appreciate the fact that I live in the internet age. You can definitely find just about anything from it.

But one thing I never thought of was looking into Amazon to get some ides. When you pointed that out, a light up turned on LOL. This is a great way to figure out what your target audience is thinking and from that you can speak their language.

So many will appreciate this post Jasper! Thanks for putting all of this together! Have a great week!
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    Jasper Oldersom - March 18, 2016 Reply

    Hey Sherman,

    We have lots of resources. An infinite amount. You just have to know where to find them and when to use them! I love living in the internet age as well. These are amazing times, my friend.

    I’m glad that light bulb went on when you read about the amazon swiping tips. 🙂 It’s really worth it.

    You are most welcome, Sherman. Glad you learned something new!

    Have a great weekend,

    – Jasper

Lakhyajyoti - March 15, 2016 Reply

Very informative post. I really like the case studies of Amazon. Learn lot from the post. Thanks for the awesome share.
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Muhammad Tabish - March 17, 2016 Reply

Hi Jesper Brother,
I surely say that this post is pretty awesome one as I seen many articles on the internet get guidance but this helped me a lot!
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Ryan Biddulph - March 17, 2016 Reply

Hi Jasper,

That Kindle swipe idea is clever! REALLY clever dude.

Spot patterns. Roll with patterns. We kinda have all we need. Pet ideas work again and again, meaning, since the people have spoken why not just listen to what they’re saying, and craft your copy based on what they want?

As for the copy itself and your audience, get really, really clear on who you are speaking to and speak in their language, but in your voice. That is the key of keys.

Fab post! Thanks much for sharing this gem of a Kindle idea Jasper 😉

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    Jasper Oldersom - March 18, 2016 Reply

    Hey Ryan,

    I’m glad you like the Amazon swiping tips 🙂

    Exactly, when you see the same things mentioned over and over, you just know you’ve struck gold. That’s what really gets that particular audience going. Good observation, Ryan.

    I agree, laser targeted writing is the most powerful. When you know exactly who you’re writing for and what they want, being persuasive is easy.

    Thanks for stopping by and leaving a comment, I appreciate it!

    Have a great weekend,

    – Jasper

Larry Frank - March 20, 2016 Reply

Hello Jasper,
It’s my first time here on your blog, and I’ll say you have a wonderful blog here. Every technique shared above are quite awesome, I must confess, trust me I’ll put them to practice.
Thanks for sharing and do have a wonderful day ahead.
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Linda March - March 28, 2016 Reply

Well, the writing down thing won’t really work for me: I don’t really understand my handwriting after I do it. Maybe If I focus a lot I do manage to write something that would be legible, but as you’ve said, you do need to work hard and internalize what you write.

Joke aside, your advice is as good as always, good things to consider if you want to create better web copies.
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    Jasper Oldersom - April 8, 2016 Reply

    Hey Linda,

    It doesn’t really matter if you understand your handwriting after you do it. Once I’ve written it down, I usually don’t look at them again. What matters is that through the process of writing it by hand, you have internalized the information.

    Of course, you don’t have to do anything that doesn’t appeal to you. Simply take away those things that appeal to you and play around with the ideas. 🙂

    I’m glad you liked the post, Linda!

    – Jasper

Noor Basheer - April 1, 2016 Reply

Hi Jasper,

You have some really great points, Writing for our target audience is one important thing that I take care when writing a blog content. I make sure that target audience that come to my blog are well served with content of their Interest.

Moreover, thanks for sharing some great ideas in this post.
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bosstechy - April 2, 2016 Reply

wow… Thanks for this informative article jasper, it’s quite helpful…. Most people would’ve turned this article to an ebook and sale as it’s more of premium content..
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    Jasper Oldersom - April 8, 2016 Reply

    Hey Bosstechy,

    I’m glad you enjoyed the information and found it premium worthy. I’m sure I’ll create some products at some point, but this is free for you all to enjoy and reap the rewards from. ;- )

    – Jasper

bharathi - April 8, 2016 Reply

Hey jasper,

It was an awesome article. I have the habit of reading blogs from all industry experts through my feedly account. But i didn’t find the strategy of understanding user likes and expectations through their own reviews from Amazon from any other experts, other than you. That was a solid one. I added that tip into my action items. Keep up the awesome work.

Between, it would be great, if you increase font size of your comments box (writing) section 😉
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    Jasper Oldersom - April 8, 2016 Reply

    Hey Bharathi,

    Thank you so much for stopping by and leaving a comment. I’m glad you learned something from me that you haven’t learned before. Glad to hear you’re taking action, too. Way to go!

    I appreciate the feedback on the comment section, I’ll look into it. However, the font size for my regular content is actually the same as my comment section, which is 18px. Are they different for you?

    Thanks again for stopping by. Have a great weekend ahead of you. 🙂

    – Jasper

Donna Merrill - April 9, 2016 Reply

Hi Jasper,

You have given so much great information here. Usually we have to purchase something to find this stuff out lol. I do love to read emails and study them. I have a specific email just to subscribe to amazing marketers I know and study them…even copy them lol.

Whenever I do, I get a better response. It does take some time to get in the swing of things, but I do find that using emails to study has been a saving grace for me.

Your Amazon Kindle strategy is on point. My husband does that all the time! We do work together, so he is often telling me about how he is researching this similar to what you have advised. I have to show him this article so he can brush up on his strategy.

As I write this, I’m working on another niche. So what’s the first thing I’m doing? It is having a dedicated email for all sales letters in that niche plus their emails. I sort through them every day and when it comes to sales letters that I like, I put them in a folder for later use.

These techniques work so well it’s crazy. I thank you for sharing them.

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    Jasper Oldersom - April 10, 2016 Reply

    Hey Donna,

    Thank you so much for stopping by and leaving a comment. 🙂

    Multiple commenters mentioned that now and I’m glad you value the content. I’m sure that I’m going to create some products at some point, so it’s good to know what kind of content people like and value.

    Donna, that email address just for swiping and learning SUPER smart. I wish I thought of that, lol! Emails are particularly interesting to study. If you’re not on Ben Settle’s list, I suggest you sign up for him, too. 🙂

    Good to hear your husband already uses and benefits from the Kindle strategy! Of course, you are both super witty entrepreneurs, so I am not too surprised 😉

    It seems like you know what you’re doing with the new niche, Donna. Would love to know how it works out!

    I hope you are having a wonderful weekend 🙂

    – Jasper

Igert - April 13, 2016 Reply

Hi Jasper

Another masterful article. It takes great insight to use the world and words around you and take from it the inspiration and ideas to create a symphony of persuasion on paper.

You are so right learn from the best to be the best. The problem is we do not always have the insight to do that.
Peward cames with that extra effort – even if it means copying a masterpiece by hand to dig into it and understand the forces at work.

Great to learn from you.
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    Jasper Oldersom - April 16, 2016 Reply

    Hello Igert,

    Thank you for the compliment!

    Learning from the best is something I learned from NLP, where they mentioned something called “modeling”. Success leaves clues and if you consciously decide to invest in learning from the best, it will rub off on you.

    I’m glad you enjoyed this post, Igert. Thank you for stopping by and leaving a comment.

    – Jasper

Brent Jones - April 14, 2016 Reply

Hi Jasper,

I loved this post because writing headlines is something I always struggle with. It was neat to look at some of your techniques for being more persuasive.

Also, I really like the thought of swiping ideas from Amazon book reviews. I would have never thought of that.

Quick note… one of our likes — “How To Define Your Target Audience” — leads nowhere. Think it’s broken, my friend.

Great post!

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    Jasper Oldersom - April 14, 2016 Reply

    Hey Brent,

    You are always welcome to steal some of my headline ideas. 😉 I wrote an oldie but goodie on headlines before if you need some more inspiration: // Also, Jon Morrow’s Headline Hacks is a great resource. You can find it with a simple Google.

    Of course, you’re always welcome to shoot me an e-mail to discuss headlines!

    Swiping ideas from Amazon is really useful once you get the hang of it, even if you just need some inspiration.

    Thanks for the heads up about the link, Brent! I’m going to get that fixed right away.

    – Jasper

Matthew K. Loomis - April 15, 2016 Reply

Hi Jasper,

Great meeting you yesterday on G+ and then my blog. You see how amazing Adrienne is? We met thanks to her. wow. I’m really glad she did. It was perfect timing, I think. We could have met sooner but for some reason we did this week. Pretty amazing.

I love copywriting! So I’m going to enjoy visiting your blog. That’s what I was trained to do before Build Your Own Blog–that and content marketing. Did a lot of Ghostwriting in the past too…but I love studying the master copywriters like Gary Halbert. Anytime I come across people referencing names like that, I know I’m in good company. 🙂

The name Ben Settle sounds familiar, but I am not acquainted with his work. I will need to remedy that.

So you’re in northern Europe, is that right? I’m fascinated by that region. Are you in Denmark? Sorry, I’m not sure.

I’ll be looking forward to chatting with you more on the blogs and feel free to email me if you need anything.



    Jasper Oldersom - April 16, 2016 Reply

    Hello Matthew,

    The pleasure is all mine, glad we’re connected now! n my opinion, every time I meet a fantastic blogger is perfect timing. 😉 Adrienne sure is amazing, I’m so thankful to be able to call her a friend.

    Seems like you’ve done quite some exciting things in the world of copywriting and writing, Matthew. That’s exciting. I’m already looking forward to connecting more. Gary Halbert is a legend. I love to learn from legends.

    Ben Settle was a freelance copywriter who is now an email copywriter. I enjoy being on his list because he emails every single day yet comes up with interesting angles every time.

    I’m from The Netherlands 🙂

    Looking forward to chatting with you more often as well and likewise, Matthew!

    Have a great weekend.

    – Jasper

Matthew K. Loomis - April 20, 2016 Reply

Hey Jasper,

I’ve subscribed to Ben’s emails. Looking forward to that.

Btw, I recommend a technique in my ARs using Amazon that’s similar to yours here, but doens’t use reviews. In a nutshell you use book TOCs to get content ideas. You will be getting that email soon. ;). (I happened to spot you today as a new subscriber. Reply to any of those email when you want to chat about them.)

See you later, Jasper!


Morning Quotes - May 14, 2016 Reply

Yes!! I agree with the sense of the topic discussed here, also I believe that internet is everything, it’s something like treasure – You need to find what you wish to have. Thanks for the amazing post.
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dhanunjai - June 29, 2016 Reply

thank you for sharing your valuable tips
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