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Don’t get me wrong, I’m not (at least on this occasion) having a go at the copy itself…

But I was just working through the pile of copywriting products I have to review and I came across this online sales letter for Copywriting Supremacy.

I don’t know what’s going on but I seem to be coming across more and more of these ridiculous ‘logo-ed’ sales letters online and I just don’t know why.

I even read an email from someone proclaiming to know about these things the other day who suggested a good sales letter can’t be without a masthead like this.

Nonsense.

A sales letter should never be selling a product or service… it should sell an idea.

Bill Bonner taught me that and it’s advice you should take on board too. Indeed, it’s a philosophy that has helped him build up a multimillion dollar international direct response business.

So, when you understand your sales letter’s main aim is to sell the IDEA of your product or service, you’ve got to naturally wonder why the hell you’d want to plaster a massive cartoon banner across the top of your page.

By doing so, you already reveal what you’re selling, you disregard any intrigue in your headline and you set the whole tone for what follows… and I doubt anyone is going for a ‘cartoon’ tone in their copy.

All in all, it’s just bad practice and should be avoided. Let your copy do the talking… not some cartoon pastiche of what a bad designer thinks your product or service represents.

Regards,
Glenn

Author

Glenn Fisher is an author, copywriter, podcaster and speaker. After a number of years working in the local council, he left to become a copywriter and founded AllGoodCopy.com, a free online resource for direct response copywriters and marketers. For over a decade he worked with The Agora, a multi-million pound international financial publisher before leaving in 2018 to write freelance. His first book, The Art of the Click, has quickly become an Amazon bestseller and was shortlisted for the Business Book Awards. He is the host of the popular All Good Copy Podcast and regularly writes and consults for numerous businesses, brands and ad agencies. He lives happily with his partner Ruth and dog Pablo on the east coast of England.

1 Comment

  1. Paul Heston Reply

    Couldn’t agree more, Glenn. Finally someone speaking some sense.

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