The financial industry is one of the most

difficult industries to create effective

marketing in. This “Swipe File” and report
will highlight why it is so difficult and
provide you with proven ways to create
successful marketing… all by studying the
successes of the past.

The ULTIMATE
Marketing
Swipe File: 122
Winning Ads &
Titles from
Direct Response
Geniuses
By: Mark Mersman
 For Advisor Reference Only
Not For Public Distribution
Page 1 of 17

Are You Following These Rules for Success?

This swipe file contains some of the most effective marketing ever done on this planet. It contains marketing
copy that has generated MILLIONS and MILLIONS of dollars in sales and it may be one of the most lucrative
things anybody has ever given you (should you choose to use it correctly). Save this to your desktop. Print it out
and keep it near you ANY time you are looking for inspiration when creating marketing. Why do I say this? Well…

I have a confession to make.

My name is Mark Mersman. I’m the Chief Marketing Officer at USA Financial… and I’m a cheater. But I cheat for
the right reasons. I cheat so our advisors can win. Advisors just like you.

“If you’re not cheating, you’re not trying hard enough.”

I always got a kick out of that quote, and I use it quite frequently (especially when I’m playing a friendly game of
cards). But I cheat in an ethical way…. by studying the best practices of the world’s most effective marketers. If
you aren’t doing the same, you’re costing yourself a fortune. You should be a cheater, too. Let’s face some
facts… you are NOT in the financial services business. Yes… that may be how you get paid… but you are NOT in
the financial services business.

You are in the MARKETING business... First and Foremost. Period. End of Story. If you don’t embrace this fact,
you don’t stand a chance of achieving the levels of success you desire.

Why do virtually all broker-dealers, RIAs, and insurance firms not get this? They leave you out on an island to
create your own marketing… and then once you finally do take the time to create something, they neuter any
chance it has of being effective with their outrageous compliance restrictions! Sound familiar?

I’m not saying you shouldn’t be compliant. In fact, I’m saying the EXACT opposite. You MUST have compliant
marketing in our industry just as much as you MUST have effective marketing. The sad reality is that most
advisors are missing the boat on this. Most insurance marketing organizations or mail houses don’t know the
first thing about what it takes to be compliant. And most broker-dealers or investment firms don’t know the first
thing about effective marketing. But guess what…

It is possible to have effective AND compliant marketing!

Why should you believe me? After all, I told you I’m a cheater…

Reason # 1 –
We own and operate an independent broker/dealer and two SEC Registered Investment Advisors.
We have three attorneys and a team of individuals under our roof making sure we are compliant.
Every piece of marketing we create for advisors MUST be compliant.
 For Advisor Reference Only
Not For Public Distribution
Page 2 of 17

Reason # 2-
We’ve been doing direct response marketing for over 15 years. Since the year 2000, we’ve spent
over $12 million on printing and postage for direct response marketing specifically for financial
advisors.

Let that sink in…

We’ve spent over $12 Million on direct response marketing in the financial services
marketplace since the year 2000.

We’ve sent over 40,000,000 pieces of mail over that time frame.

Let me restate that… That’s FORTY MILLION pieces of mail.

EVERY single one of those pieces of mail was specifically designed to get a direct response from the consumer –
the very consumer to whom you are trying to market your financial solutions.

Imagine how much you would learn if you sent more than 200,000 pieces of mail EVERY month focused on one
thing – to get someone motivated to take action about a financial solution. Imagine how much of an advantage
that would give you over just “guessing” what to mail.

This leads us to the first rule for success…

Rule # 1 - Energize your prospect.

You can do this by using one powerful word. Imagine making one small change to your direct mail piece or the
copy on your website that will immediately get your prospect to take the action you desire.

How do you feel when I ask you to imagine this kind of success in your own business? You may feel energized
and ready to start planning a new campaign or website tweak. If nothing else, you want to keep reading to see if
this report is as good as I suggest.

Now imagine stirring that same level of excitement in your prospective clients… simply by putting their own
imaginations to work.

What’s the most persuasive word in your arsenal?

You guessed it… Imagine.

Why is it so persuasive? Because it taps into your customers’ deepest desires, no matter what they are.
How does it work? When you ask people to imagine something, it helps them engage their imaginations. Go
 For Advisor Reference Only
Not For Public Distribution
Page 3 of 17

figure, right? Until then, they were simply reading your words. By prompting them to imagine, you make it
personal. Now they see themselves enjoying the benefits of whatever it is you are introducing.

And that is what it takes to get your prospects to move and take action. People are emotional creatures, and by
tapping into the hopes and dreams they already hold dear, you trigger a deep desire for any product or solution
that can give it to them.

Here is one sample ad that forces the reader to exercise their brain… and it’s all because of one little word.
(There are a lot of things wrong with this ad, but the message is undeniably compelling).

Rule # 2 – Engage your prospect.

I told you I was a cheater, right? I cheated to get you this far by “rephrasing” ad copy from over 80 years ago.
The ad below was written by Max Sackheim. This direct response ad raked in new customers for OVER FOUR
DECADES!
 For Advisor Reference Only
Not For Public Distribution
Page 4 of 17

Why was this ad so wildly successful?

It’s the power of ONE word: “these.”

Did you notice the title at the top of this Swipe File Report? “Are you following these rules for success?”

By itself, the word “these” is harmless. But if you couple it with something compelling that your audience is
curious about… they can’t help but read further to find out if they are making “those” mistakes or following
“those” rules for success. Naturally, it begs the question… “what mistakes?” Or “what rules?”

There’s a lot to learn from the successful copywriters of yesterday. When this particular ad stopped pulling well,
he simply made subtle changes…

Rule # 3 – Remember that your prospects need help

We’re in the financial services business, right? Do you know what those with a high net worth have on their
night stands for reading material? It’s not People magazine. They have books that will educate them. We are all
in need of help. We all want to IMPROVE. And the only way to improve is to learn HOW TO improve (no matter
what we need help in). The next ad I’ll share is from a copywriter by the name of Eugene Schwartz. If there’s a
Mt. Rushmore of copywriters from yesteryear, he’s on it.
 For Advisor Reference Only
Not For Public Distribution
Page 5 of 17

Obviously, he’s not the only one using the words “How to” in his headline… Here are some other effective
examples:
 For Advisor Reference Only
Not For Public Distribution
Page 6 of 17

Rule # 4 – Incite curiosity

I know what you’re thinking… you’re probably saying to yourself… “None of these successful ads are from the
financial services profession.” Until now. The ad below is from the 1940’s. It was written by Louis Engel. It is
ultra-dense copy, and was one of the most successful financial services ads EVER written. This is the ad that led
to the cataclysmic growth of Merrill Lynch, raking in well over 3 MILLION leads during its tenure. But why? The
first is that it incites curiosity AND defines its niche in one headline.

Rule # 5 – Address Their Skepticism

This ad also did another thing VERY well.

It addressed reader skepticism head-on.
The subtitles are genius… “Some plain talk
about a simple business that often sounds
complicated” and “Why we are publishing
this information.”

Rule # 6 – Write to ONE Reader at a time

This rule is extremely important. Remember, exactly ONE reader will read your copy at a time. Many novice
copywriters will try to write to their entire audience at once. Yes, you will have more than one reader at any
given time… but always speak directly to the individual reader. Make no mistake, the most important part of any
marketing piece is the headline. The job of the headline is to get the prospect to read the first sentence, which
makes the first sentence the second most important part of any marketing piece. This is where you must
remember rule # 6. Here’s an example of a powerful first sentence that speaks to ONE reader at a time:

“I don’t know how you feel about having a reliable and predictable income stream in retirement, but to me,
that’s what defines confidence in retirement.”

It’s honest. It’s direct, and it is empathetic. You’re not telling somebody how they should feel, but you tell them
 For Advisor Reference Only
Not For Public Distribution
Page 7 of 17

how the benefits of what you are about to talk about make YOU feel. This sets you apart from the competition
immediately.

Rule # 7 – Ugly is better than pretty

Are there exceptions to this rule? Absolutely. But when it comes to direct response copywriting, there aren’t
many. If I had a nickel for every advisor who criticized the aesthetic beauty of our marketing, I’d be a rich man.
Most advisors think they need a “pretty” postcard or wedding style invite. But if you look at the majority of the
most successful direct response ads of all time, you’ll notice one glaring thing --- they are UGLY. They could have
been designed and laid out to be more aesthetically pleasing, and they surely could have had nice pretty
pictures… after all, a picture is worth a thousand words, right? The trouble is that you don’t control what words
that picture paints! And in copywriting, you don’t want to give up the control of the most powerful tool you
have… WORDS. Carefully chosen words! Here are some examples of more successful ads… pay attention… if
there are pictures, the pictures are used deliberately for only one reason – to support the copy on the page.
 For Advisor Reference Only
Not For Public Distribution
Page 8 of 17

Rule # 8 – Don’t be afraid to use checklists/numbers

In the financial services industry, this is a rule you will want to pay close attention to. The use of numbers and
checklists in your headlines can be extremely powerful. Take a look at the ad below:

What makes this ad so compelling? The answer is simple. You are inclined
to want to see if you are making any of the SEVEN mistakes mentioned.
Think about the difference between these two “financial” ad titles:

Title One:
Financial Mistakes to Avoid

Title Two:
7 Hidden Mistakes to Avoid With Your Finances That Cost Many Baby
Boomers Thousands

Notice a difference?
 For Advisor Reference Only
Not For Public Distribution
Page 9 of 17

Rule # 9 – Don’t Start with a Blank Page

Most financial professionals are NOT good at writing copy. Writing compelling copy is not easy. The absolute
BEST way to write copy that sells is to borrow from the best. That’s the reason I’ve provided you with this SWIPE
file. Keep it handy and with you as a reference so you are always able to leverage it the next time it is time for
you to write your next newsletter, seminar, marketing piece, or newspaper article.

My goal with this was to help you so you could avoid the “deer in the headlights” feeling the next time you had
to create unique content.

On the pages that follow, I’ll share with you some of the most successful ads and headlines of all-time. Guard
this list closely. Print it out. Store it in a safe place.

Rule # 10 – If You Can’t Do It… Find Somebody Who Can.

If you are looking for a broker/dealer, FMO/IMO, RIA and/or money manager that can help you create
compelling and turn-key marketing systems, we’d love to share with you more about what we do.

If you qualify, we’ll gladly invite you up to spend a day with us to find out how we’ve blazed a path in the
financial services industry unlike any other firm in existence… one that seeks to empower advisors with turn-key,
compelling, and COMPLIANT marketing.

Call us today at 888.444.0125

Happy Marketing,

Mark R. Mersman
Chief Marketing Officer
USA Financial

P.S. To have a qualifying discussion and arrange/reserve for your visit to a Discovery Day, simply call to speak
with one of our Business Development VPs at 888.444.0125 ext. 1.

Discovery Day Notes:

As with everything at USA Financial, you will be treated with the professionalism you’ve earned. Your flights will
be booked & paid compliments of USA Financial. You will stay at a Five-Star Preferred & Diamond Award
Winning Hotel compliments of USA Financial. You will eat at a Top-Knife & Diners’ Choice Award Winning
Steakhouse compliments of USA Financial. You will be our guest in Grand Rapids, named Lonely Planet’s Best in
Travel 2014, #1 Destination. And most importantly, you will experience USA Financial from “Behind the Scenes”
and get all “The Real Stuff.”
 For Advisor Reference Only
Not For Public Distribution
Page 10 of 17

100 of the Most Successful Advertising Headlines of All Time

(In No Particular Order)

1. THE SECRET OF MAKING PEOPLE LIKE YOU

2. A LITTLE MISTAKE THAT COST A FARMER $3,000 A YEAR

3. ADVICE TO WIVES WHOSE HUSBANDS DON’T SAVE MONEY — BY A WIFE

4. THE CHILD WHO WON THE HEARTS OF ALL

5. ARE YOU EVER TONGUE-TIED AT A PARTY?

6. HOW A NEW DISCOVERY MADE A PLAIN GIRL BEAUTIFUL

7. HOW TO WIN FRIENDS AND INFLUENCE PEOPLE

8. THE LAST 2 HOURS ARE THE LONGEST — AND THOSE ARE THE 2 HOURS YOU
SAVE

9. WHO ELSE WANTS A SCREEN STAR FIGURE?

10. DO YOU MAKE THESE MISTAKES IN ENGLISH?

11. WHY SOME FOODS “EXPLODE” IN YOUR STOMACH

12. HANDS THAT LOOK LOVELIER IN 24 HOURS — OR YOUR MONEY BACK

13. YOU CAN LAUGH AT MONEY WORRIES — IF YOU FOLLOW THIS SIMPLE PLAN

14. WHY SOME PEOPLE ALMOST ALWAYS MAKE MONEY IN THE STOCK MARKET

15. WHEN DOCTORS “FEEL ROTTEN” THIS IS WHAT THEY DO

16. IT SEEMS INCREDIBLE THAT YOU CAN OFFER THESE SIGNED ORIGINAL
ETCHINGS — FOR ONLY $5 EACH

17. FIVE FAMILIAR SKIN TROUBLES — WHICH DO YOU WANT TO OVERCOME?

18. WHICH OF THESE $2.50 TO $5 BEST SELLERS DO YOU WANT — FOR ONLY $1
 For Advisor Reference Only
Not For Public Distribution
Page 11 of 17

EACH?

19. WHO EVER HEARD OF A WOMAN LOSING WEIGHT — AND ENJOYING 3

DELICIOUS MEALS AT THE SAME TIME?

20. HOW I IMPROVED MY MEMORY IN ONE EVENING

21. DISCOVER THE FORTUNE THAT LIES HIDDEN IN YOUR SALARY

22. DOCTORS PROVE 2 OUT OF 3 WOMEN CAN HAVE MORE BEAUTIFUL SKIN IN 14
DAYS

23. HOW I MADE A FORTUNE WITH A “FOOL IDEA”

24. HOW OFTEN DO YOU HEAR YOURSELF SAYING: “NO, I HAVEN’T READ IT: I’VE
BEEN MEANING TO!”

25. THOUSANDS HAVE THIS PRICELESS GIFT — BUT NEVER DISCOVER IT!

26. WHOSE FAULT WHEN CHILDREN DISOBEY?

27. HOW A “FOOL STUNT” MADE ME A STAR SALESMAN

28. HAVE YOU THESE SYMPTOMS OF NERVE EXHAUSTION?

29. GUARANTEED TO GO THROUGH ICE, MUD OR SNOW — OR WE PAY THE TOW!

30. HAVE YOU A “WORRY” STOCK?

31. HOW A NEW KIND OF CLAY IMPROVED MY COMPLEXION IN 30 MINUTES

32. 161 NEW WAYS TO A MAN’S HEART — IN THIS FASCINATING BOOK FOR COOKS

33. PROFITS THAT LIE HIDDEN IN YOUR FARM

34. IS THE LIFE OF A CHILD WORTH $1 TO YOU?

35. EVERYWHERE WOMEN ARE RAVING ABOUT THIS AMAZING NEW SHAMPOO!

36. DO YOU DO ANY OF THESE TEN EMBARRASSING THINGS?

37. SIX TYPES OF INVESTORS — WHICH GROUP ARE YOU IN?

 For Advisor Reference Only
Not For Public Distribution
Page 12 of 17

38. HOW TO TAKE OUT STAINS…USE (PRODUCT NAME) AND FOLLOW THESE EASY
DIRECTIONS

39. TODAY…ADD $10,000 TO YOUR ESTATE — FOR THE PRICE OF A NEW HAT

40. DOES YOUR CHILD EVER EMBARRASS YOU?

41. IS YOUR HOME PICTURE-POOR?

42. HOW TO GIVE YOUR CHILDREN EXTRA IRON — THESE 3 DELICIOUS WAYS

43. TO PEOPLE WHO WANT TO WRITE — BUT CAN’T GET STARTED

44. THIS ALMOST-MAGICAL LAMP LIGHTS HIGHWAY TURNS BEFORE YOU MAKE
THEM

45. THE CRIMES WE COMMIT AGAINST OUR STOMACHS

46. THE MAN WITH THE “GRASSHOPPER MIND”

47. THEY LAUGHED WHEN I SAT DOWN AT THE PIANO — BUT WHEN I STARTED TO
PLAY!

48. THROW AWAY YOUR OARS!

49. HOW TO DO WONDERS WITH A LITTLE LAND!

50. WHO ELSE WANTS LIGHTER CAKE — IN HALF THE MIXING TIME?

51. LITTLE LEAKS THAT KEEP MEN POOR

52. PIERCED BY 301 NAILS….RETAINS FULL AIR PRESSURE

53. NO MORE BACKBREAKING GARDEN CHORES FOR ME — YET OURS IS NOW THE
SHOW-PLACE OF THE NEIGHBORHOOD!

54. OFTEN A BRIDESMAID, NEVER A BRIDE

55. HOW MUCH IS “WORKER TENSION” COSTING YOUR COMPANY?

56. TO MEN WHO WANT TO QUIT WORK SOMEDAY

 For Advisor Reference Only
Not For Public Distribution
Page 13 of 17

57. HOW TO PLAN YOUR HOUSE TO SUIT YOURSELF

58. BUY NO DESK — UNTIL YOU’VE SEEN THIS SENSATION OF THE BUSINESS SHOW

59. CALL BACK THESE GREAT MOMENTS AT THE OPERA

60. “I LOST MY BULGES…AND SAVED MONEY, TOO”

61. WHY (BRAND NAME) BULBS GIVE MORE LIGHT THIS YEAR

62. RIGHT AND WRONG FARMING METHODS — AND LITTLE POINTERS THAT WILL
INCREASE YOUR PROFITS

63. NEW CAKE-IMPROVER GETS YOU COMPLIMENTS GALORE!

64. IMAGINE ME…HOLDING AN AUDIENCE SPELLBOUND FOR 30 MINUTES

65. THIS IS MARIE ANTOINETTE — RIDING TO HER DEATH

66. DID YOU EVER SEE A “TELEGRAM” FROM YOUR HEART?

67. NOW ANY AUTO REPAIR JOB CAN BE “DUCK SOUP” FOR YOU

68. NEW SHAMPOO LEAVES YOUR HAIR SMOOTHER — EASIER TO MANAGE

69. IT’S A SHAME FOR YOU NOT TO MAKE GOOD MONEY — WHEN THESE MEN DO IT
SO EASILY

70. YOU NEVER SAW SUCH LETTERS AS HARRY AND I GOT ABOUT OUR PEARS

71. THOUSANDS NOW PLAY WHO NEVER THOUGHT THEY COULD

72. GREAT NEW DISCOVERY KILLS KITCHEN ODORS QUICK! — MAKES INDOOR AIR
“COUNTRY-FRESH”

73. MAKE THIS 1-MINUTE TEST — OF AN AMAZING NEW KIND OF SHAVING CREAM

74. ANNOUNCING…THE NEW EDITION OF THE ENCYCLOPEDIA THAT MAKES IT FUN

TO LEARN THINGS

75. AGAIN SHE ORDERS… “A CHICKEN SALAD, PLEASE”

 For Advisor Reference Only
Not For Public Distribution
Page 14 of 17

76. FOR THE WOMAN WHO IS OLDER THAN SHE LOOKS

77. WHERE YOU CAN GO IN A GOOD USED CAR

78. CHECK THE KIND OF BODY YOU WANT

79. “YOU KILL THAT STORY — OR I’LL RUN YOU OUT OF THE STATE!”

80. HERE’S A QUICK WAY TO BREAK UP A COLD

81. THERE’S ANOTHER WOMAN WAITING FOR EVERY MAN — AND SHE’S TOO
SMART TO HAVE “MORNING MOUTH”

82. THIS PEN “BURPS” BEFORE IT DRINKS — BUT NEVER AFTERWARDS!

83. IF YOU WERE GIVEN $200,000 TO SPEND — ISN’T THIS THE KIND OF (TYPE OF
PRODUCT, BUT NOT BRAND NAME) YOU WOULD BUILD?

84. “LAST FRIDAY…WAS I SCARED!—MY BOSS ALMOST FIRED ME!”

85. 76 REASONS WHY IT WOULD HAVE PAID YOU TO ANSWER OUR AD A FEW
MONTHS AGO

86. SUPPOSE THIS HAPPENED ON YOUR WEDDING DAY!

87. DON’T LET ATHLETE’S FOOT “LAY YOU UP”

88. ARE THEY BEING PROMOTED RIGHT OVER YOUR HEAD?

89. ARE WE A NATION OF LOWBROWS?

90. A WONDERFUL TWO YEARS’ TRIP AT FULL PAY — BUT ONLY MEN WITH
IMAGINATION CAN TAKE IT

91. WHAT EVERYBODY OUGHT TO KNOW…ABOUT THIS STOCK AND BOND

BUSINESS

92. MONEY-SAVING BARGAINS FROM AMERICA’S DIAMOND DISCOUNT HOUSE

93. FORMER BARBER EARNS $8,000 IN 4 MONTHS AS A REAL ESTATE SPECIALIST

94. FREE BOOK — TELLS YOU 12 SECRETS OF BETTER LAWN CARE

 For Advisor Reference Only
Not For Public Distribution
Page 15 of 17

95. GREATEST GOLD-MINE OF EASY “THINGS-TO-MAKE” EVER CRAMMED INTO

ONE BIG BOOK

96. $80,000 IN PRIZES! HELP US FIND THE NAME FOR THESE NEW KITCHENS

97. NOW! OWN FLORIDA LAND THIS EASY WAY…$10 DOWN AND $10 A MONTH

98. TAKE ANY 3 OF THESE KITCHEN APPLIANCES — FOR ONLY $8.95 (VALUES UP TO
$15.45)

99. SAVE 20 CENTS ON TWO CANS OF CRANBERRY SAUCE — LIMITED OFFER

100. ONE PLACE SETTING FREE FOR EVERY THREE YOU BUY!
 For Advisor Reference Only
Not For Public Distribution
Page 16 of 17

Inspiration: More Compelling Ads For Your Swipe File

For Advisor Reference Only
Not For Public Distribution
Page 17 of 17