Expert Teleseminar Series #1: Copywriting Interview With Jo Han Mok

Here are the highlights of the interview with Master Copywriter Jo Han Mok.

Many beginning Internet Marketers overlook the importance of copy, or text on your webpage.

In this teleseminar, Jo Han talks about his beginnings as a graduate music student in Berkeley, where in a room so small he couldn’t "swing a cat in", he discovered the sheer power of copywriting and built up his copywriting skills to become the world class copywriter he is today.  He then goes on to reveal top copywriting secrets that fueled the success of his copywriting career.

Key "Takeaway" Points (Do listen to the full teleseminar as it contains much more information)

  • There are a lot of products which are undersold because of weak copy.
  • Any person can come up with a idea or product, but it is not easy to sell the product.  Just because you have a product that you think people want a need.  You have to articulate the benefits of your products, otherwise you will not sell anything and build a business.
  • Where possible, make good use of new media like audio and video in your selling process.
  • Your salesletter is salesmanship in print, and should simulate the sales process between you and your personal customer.  Think "I to you", not "We to the masses".  Just imagine you are writing to an individual.
  • Learn to write the way you talk.  We have been trained from young to write in a more formal or reporting style.  You may violate some traditional rules of english, but the priority is for you is to write how you talk.
  • When you read copy, you should be mouthing the words to yourself.  This mean you should hear a voice when you are reading good copy, that gets into your head, and pulls you into buying the product being sold.
  • If you have friends, chat with your friends on msn.  After that, examine your chat transcripts.  The way you chat informally with your friends is the way you would talk.  These are the magic words that you should use in your own copy.
  • Keep your copy simple. Even Homer Simpson, with a short attention span and who doesn’t understand big words should be able to understand your copy.
  • The importance of emphathy in your copy.  Use phrases like "Have you ever been…".  "I’ve been there and understand your situation."
  • You have to establish rappart.
  • The four magic questions to answer to write good copy:
    • Who are you.
    • Why should I listen to you.
    • Why should I believe you.
    • Why should I act on what you say.
  • When you make a sales presentation to a prospect, there will always be a lot of objections.  You should pre-empt objections to your copy right from the start.
  • Take yourself out your marketer’s shoes, and put yourself into the shoes of your prospect. Think about all reasons they might not want to buy your product.  When you write your copy, structure it so that it addresses all the objections of your prospect.  Make the prospect think you are totally in sync with him/her.
  • Think of reasons that people might not want to buy from you, and use the phrase "I know what your’re thinking – <Insert the actual objection here>." e.g. I know what you are thinking, "Jo Han, this is way too expensive".
  • Jo Hans Observations from Re-Engineering, Observation & Testing of good copy:
    • On the web, there is another big factor to the success of your copy. The look and structure of your copy is paramount to your success.
    • Headline – Tahoma or Impact (Sans Serif) fonts without curl
    • Body copy – Verdana, Arial, Georgia or Courier size 10/12
    • Use a centered table, set at 75% width.
    • Use short sentences. First sentence should not exceed 5 words – e.g. "I was shocked".
    • Cater to a double readership path.  People who read every word on your copy, or people with short attention spans who skip and glance through the salesletter.  For these people, they should be able to glance through the headline, subheadlines and bullet points to get a firm hold of what the copy is about.
    • Use bolding as "embedded commands" – e.g "Buy Now", "Enter Your Email/Name", "Read On", "Continue Reading", "Scroll On" etc.
    • Use italics on "trancelike" words – e.g. "Imagine", "Picture", "Realize"
    • Use underlining intuitively
    • Use yellow highlighting
    • Use dark backgrounds, preferably black
    • Use a script to turn the scrollbar red, which will improve conversions
  • Become "obsessed" with copywriting.  "With profits come passion".
  • Learn from the greats:
    • Dan Kennedy
    • Ted Nicolas
    • Clayton Makepeace
    • John Carlton
    • Yanik Silver
  • Some final tips to boost your copywriting success:
    • Locate good salesletters and write them out by hand
    • Assemble a good swipefile. Go to and review the good salesletters (saleletters that would compel you to buy)
    • For the more serious, categorize the swipefile into the various copywriting components of headlines, sub-heads, etc
    • Look for the emotional essence of what your are swiping. e.g. "They laughed when I sat down at the piano to play. But once the music started to flow…"
      The emotions expressed are of humiliation -> triumph
      So localize the emotions using your own words.
    • Go to various salesletters that are selling the same product. "Steal" the best elements from different salesletters, and like a seamstress "stich" it together into a new salesletter.
    • Master neuro-linguistic programming and hypnotization.
    • Master the dating and seduction niche, as a lot of the patterns they use to hypnotize people are based on established research.
    • Use this model to creat copy:
      • Problem, agitate, solve

    The last tip: go to to access all of Jo Han’s copywriting swipefiles, nicely categorized.

    Once again, to learn more, visit


QOTW: How Do I Setup An Autoresponder For My Business?

I recently have just created a webpage on fishing using the 40 reseller bonus given by fabian during the 19th bootcamp. and I want to add a opt in form into my webpage so that when people purchase my ebook they would also get free information on fishing.

So my question is how do go about setting up the same opt in form like the one I did during the bootcamp for the wia landing page. i understand that i need to add a new autoreponder to my 1profit system account but what are the custom variables that I need to add in. This is what that puzzles me.

So I would appreciate if you could help me on this. Thanks very much.

If you are uncertain how autoresponders can be used to automate lead capture and customer follow-up for your business, first see this overview.

In general, create two new autoresponders for each website your own. Call one of the "leads", and use this to follow-up with your prospective customers. Call the other autoresponder "customers", and use that to follow-up with your actual customers.

A lead is a prospective customer who visits your website, and decides to find out more about your product or service by signing up for your autoresponder.  You should set up a new autoresponder for each different group of leads you are capturing. Most autoresponder systems (including 1ProfitSystem) allow you to create unlimited autoresponders to capture all your lead and customer information.

The basic steps to setup and deploy your autoresponder are the same whether you are using it for lead capture or customer follow-up. What differs is the messages you setup for each auto-responder.

For IMB graduates, the steps are the same when creating a new autoresponder, except for how you create your messages.  In your WIATools tutorial, we gave you steps to copy over existing messages into your new autoresponder to save you time. 

When creating your own new autoresponders, you will have to create new messages from scratch, instead of copying them from an existing template.

The high-level steps for you to create a new autoresponder using 1ProfitSystem are:

1. Login to

2. Create your new autoresponder

3. Create you new message(s) for follow-up with your subscribers (or customers, depending on what kind of autoresponder you are setting up)

4. Generate your autoresponder formcode

5. Insert this formcode on whatever webpages you are using to collect leads

Drive traffic to your new opt-in pages, and start collecting leads.

Finally, using 1ProfitSystem as an example, you can learn step-by-step how to setup your own autoresponder using this tutorial.


Ivan Wong


Question Of The Week: What Are WordPress Permalinks?

Dear WIA Members,

On a regular basis, we will answer selected questions posted by members either through our feedback or help centers.

This week’s question and answer is posted below.  Enjoy!

Ivan Wong
Maple Commerce



The site content is excellent. However, it would be nice to first explain what a Permalink is. I have been using wordpress for so long and I have seen this but still cannot grasp what it is for.


A permalink is simply­ the URL of a full, individual article posted on WordPress. In WordPress terminology, it can be either a post or page.

e.g. Both of these are examples of permalinks referencing a article on a typical WordPress blog:

After you install WordPress, you can navigate to the permalinks page by logging into admin, then selecting Settings->Permalinks (It may be different depending on which version of WP you are using).

By default, your permalinks structure will look something like this:

From here, things can get interesting. Your goal in general is to stick more keywords up into the URL and remove the fluff which nobody uses, to make the URL seach engine and people attractive.

So most people will choose a custom structure like /%postname%

This structure tells WordPress to use your post name in the URL for your blog posts.

e.g. If you write an article titled "Dog Training Tips", WordPress will automatically create your articles URL as:

After you’ve changed the structure, you should click the save button. If you encounter any .htaccess related issues after saving, see this article:

In summary using /%postname% is probably the simplest structure you can start with, but you can experiment with other structures until you find one that suits your needs.

Once you’ve selected a structure though, try not to change it (WordPress will allow you to), as it will have a negative impact on your websites SEO if your posts are already indexed on the old permalink name (unless you have a proper 301 redirect strategy, but this is a topic for another day). Changing it some time in the future will probably also invalidate all of your hard earned backlinks coming.

Do not read further unless you want to experiement with other features in permalinks.


Some General Permalink Tips

1. Include %postname% in your URL

Having keywords in your URL is an absolute must, especially when it’s as easy as WordPress makes it.


2. Get rid of useless tags

Don’t use %day%, %post_id% , %hour%, %minute% or even %second% in your permalink structure. None of these are necessary. Monthly posting archives are perfectly acceptable, but for the vast majority daily ones are not. Putting more "/*/" rubbish into your permalink URLs will make it harder to see the URL’s boldened keywords on search engine results, less emphasis is placed on your post title keywords (which are really great).


Bonus tip: want to go really mad with your permalink SEO? Try dropping date tags all together for %category%! It does away with your neat date tags, though, so you could even try keeping %year% and %month%.

On blog­style websites, you might want to keep the day, month and year in the permalink structure. However, ensure that the postname is always present so the post can be properly indexed by the search engines.

e.g. On the permalink structure is /%year%/%monthnum%/%postname%/, which suits its usage as a news repository, and will show up in the search engines.

For www.internet­marketing­, it’s just %postname%. This creates a SEO friendly page title, that is well indexed by search engines. If you are using mostly pages(as opposed to posts, see below for an explanation between WordPress pages and posts), then it is likely that your website is a CMS style website, and %postname% will normally be the best choice for the permalink structure.

Check out for an example of such a website.


Advanced permalink structure tip (Don’t use this unless you need it)

The /%category%/%postname% permalink is the most commonly advised, but to the search engines your blog post appears in two places.

If you look at the URL as it shows in your browser, it appears as follows: http://www.your­­category/your­post/

But your post can also be found here: http://www.your­­category/your­post/index.php

To keep your permalinks constant you can force WordPress into naming posts with a URL which contains a suffix, for example you could use the following permalink:


Your blog post can now only be found at: http://www.your­­catagegory/your­post.php

To change your permalink structure, open your WordPress Admin Panel and click on "Options" then "Permalinks". In the "Custom structure" text box enter the following: /%category%/%postname%.php

Then click on the "Update Permalink Structure" button. Next you need to rename the default category from "Uncategorized" to a phrase related to your blog under which all your default posts will be saved. It is not essential to name this particular category after a keyword phrase, think of your readers first. For example you could use the phrase "From My Point of View" as the name for the default category. Most of your posts will be fairly short, and often your point of view on some topic, making this the perfect place to file these posts.

You can change the default category by editing it in the "Manage / Categories" section of your control panel.

Any longer informative posts or reviews MUST be saved under categories which are named after a keyword phrase. For example if you had a blog related to promoting websites, you could name one of your categories "Increase Website Traffic" and all the posts you write about increasing traffic to a website should be posted under this category.

You can find full details on how to use permalinks at the official WordPress help here:


Article written by
Ivan Wong
Maple Commerce