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Michael Masterson

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One of my mentors, the American entrepreneur and writer Mark Ford, once taught me a simple way to improve problematic headlines using ‘the Four Us’. I’ve written about the idea many times before, but today I thought I’d put it to the test LIVE. Or rather, as I write this article. Why not, eh? Indeed, I’m going to pluck three promotions at random from the Clickbank marketplace and see if we can’t use this old school…

Ideas are irritating. Sometimes they’re right there in your face, shouting at you like an arrogant teenage kid who thinks they know best… Other times they’re nowhere to be seen, like your broke mate Steve who’s always in the toilet when it’s his round at the bar. I’ll tell you what… From now on, let’s boycott ideas. Who needs them anyway? Not me… Well. Er. Hmmm. That’s the problem. I DO need them. And so…

It was about four years ago… Michael Masterson flew into London to meet with us young copywriters to teach us a thing or two. He actually taught me a fair bit, but one thing stuck above all else. Ironic really, because that one thing was his concept of ‘the power of one’! Seriously though, whether you’re a copywriter, a marketer, a designer, website builder or business owner… this is an idea you should drill into…

Legend has it that direct marketing giants Bill Bonner and Mark Ford sat down to analyse all the direct mail promotions they’d written, all those that had worked and all those that had flopped. They considered what fundamental factors the successes shared. They identified what was missing from the failures. And then they put it all together. Four elements revealed themselves. Years later, some people dismiss those four factors… they think they’re old-hat… or cliche in some…