Category

Technicals

Category

I’d like to talk about salutations, my good friend. Or should I say Fellow Copywriter? Perhaps Intrepid Freelancer would be better? Of course, this is my point: There are far more options when it comes to addressing a reader than the classic ‘Dear Reader’. Sure, it’s a small thing. But still, it’s there on a letter for a reason and to overlook it is not only lazy… it’s a missed opportunity to make a stronger…

In Oliver Stone’s 1991 film, JFK, Joe Pesci plays Dave Ferrie, an American pilot alleged to have been involved in Kennedy’s unfortunate assassination. The first thing you notice about Ferrie are his eyebrows. They’re ridiculous. A quick search on Google images and you see Pesci wasn’t taking artistic license – Ferrie’s eyebrows are ridiculous. Like marker-pen imitations drawn hastily during a drunken prank. That’s the thing about eyebrows… You generally don’t notice them unless they look odd.…

With the help of the always excellent @rhinett, I’ve updated and expanded my popular copywriting infographic… It now covers an entire direct response sales letter. As you can see below, I’ve included the main sections you’ll find on a typical letter and offered some advice on how to handle each. Of course, this is by no means the structure every long copy sales letter must conform to, but I have written many successful promotions that have…

For reasons that are quite frankly beyond me, I was recently reading a sales letter in the bath – Vince Stanzione’s Making Money from Financial Spread Trading, to be precise. I realise it’s not an image you want in your head… But there you have it. I’m sorry. The good news: There were three very clever copywriting techniques used in it that I think are worth pointing out and sharing here. Each element is small…

As a copywriter, you likely spend a ton of your time trying to come up with new and original subject lines to grab attention. It’s hard work, right? So let me ask you… Should you even bother? Especially when there’s a way you can hijack existing subject lines – that are otherwise considered boring – and use them to far outperform anything original you might think up. Hmmm – that sounds interesting. And get this:…

You know that feeling when you read something you agree with and you start nodding? Even though you’re just reading words on a page, the author has written something that strikes such a chord, you can’t help but crack a wry smile, nod along and think: yeah, I thought that too. Do you ever get that? You do, right? Maybe even now you’re nodding along reading this, thinking: yeah, that does happen to me. Hmmm.…

There’s a small, six-letter word that’s used far too much in copywriting… And I don’t like it. Do I hate it? Possibly. To me, it’s a sign that – as a copywriter – you’re being lazy, that you’ve run out of steam and can’t be bothered to think properly about what you’re writing. Actually, to be fair it might be that you’re writing copy for a weak product or service, so you’re forced to rely…

To write truly successful sales letters, you need to understand inherently what makes people buy things. It’s not easy. It takes time. You need to watch people. You need to listen to people. You need to interact with people. Put the time in and eventually you’ll start to think differently. You’ll be able to look beyond the literal. You’ll be able to speak to your readers on an almost subconscious level. But hold on. We’re…

I read a book called Choose Yourself. It made me think, which I guess is the best thing a book can do. The author is a chap called James Altucher. As well as being a successful author, he’s also a well-known blogger, a super-intelligent entrepreneur and a well-respected investor to boot. When I got in touch with him about an interview for AllGoodCopy.com, he kindly agreed. During a thoroughly enjoyable discussion we spoke about writing,…

For months my partner couldn’t sit. In fact, she could hardly walk. And at the lowest point, it seemed like the problem would never go away. Physical therapists advised exercises, strapped tape across her bum (I’m still not sure why) and prescribed painkillers to mask the discomfort. Still, nothing improved. Eventually an MRI scan was ordered. The cause of the problem was discovered: a prolapse in the L4/L5 lumber region. To you and me: a…