Sharpen your direct response sales letter in one simple move

Often the first few lines of a direct response sales letter are redundant. Sometimes, even the first few paragraphs are too. Look again at the opening of any sales letter you’re working on and ask if it would not be stronger to start a little further in. You see, when we start writing we are […]

Beginner’s guide to direct response copywriting available for Kindle

I’ve just published a new book for Kindle… Buy This Now: A Beginner’s Guide to Direct Response Copywriting. Inside I’ve brought together ten simple rules that I recommend you follow when it comes to starting out in your copywriting career. This isn’t abstract stuff. It’s specific advice that you can apply to any copy you’re […]

Why good copy will always turn features into benefits

Whenever I’m looking to take on a trainee copywriter, one of the tasks I always set is the same. It’s designed to see if the writer is able to turn features into benefits. On the face of it seems a very simple exercise… And frankly, it is. But it reveals something about a writer that […]

Speak to your mate because your reader isn’t listening

I blame Dostoyevsky… Even his name is difficult to read. Is that even how you spell bloody Dostoyevsky? Who knows? Who cares? OK. OK. Yes, I accept – he probably was one of the greatest writers that have ever lived… And yes, his novels are deeper than a deep thing that’s very deep. But here’s […]

How stock images can ruin your sales letters

Pictures paint a thousand words, right? But when it comes to using pictures in a direct-response sales letter, a badly chosen image will more likely lose you a thousand sales. More often than not, in my own sales letters I tend to avoid using stock images altogether. After all, when writing long copy you’re really constructing a persuasive […]

What is it with these damn cartoon logos on sales letters?

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 […]

This old bird can teach you a lot about good copy

I’ve had a lot of emails from people asking which copywriting products I think are worth the money… It’s difficult. A lot of stuff is nothing more than swipe file collections (which you can build for free), audio interviews (which involve one copywriter gushing over another) or long and boring part-work courses (that take forever and a day to […]

These conversion booster tactics will improve your copy

This is it… To discover how you could improve your copywriting skills and increase the conversion of your sales material by three, four or even FIVE times… Check this out now. Not only will you discover more than twenty conversion booster tactics that I have personally used to make my own copy more effective… You’ll […]

How sleeping with your readers will improve your copy

Coming up with a headline that will grab your reader’s attention is hard. You might spend weeks writing and testing different ideas for nothing. Even if the product or service you’re selling is amazing, it doesn’t necessarily make writing a captivating headline any easier… But there is an exercise you can do that will help […]

Does your copy embarrass you AND your customer?

When someone decides to pay money in return for a product or service, it’s a serious thing. Good copy should respect that. I was sat in a meeting recently when a sales letter I had written was brought up on the screen. Though I naturally recognized it as mine, the people I was meeting with […]