But in each case, what makes the headline work is not just empathy for a reader’s concerns. That’s only the hook. Where the copy works is in offering a final, credible solution. If you can manage that… well then… you’ve nothing to be afraid of, right? Continue Reading →
Carnegie-Mellon, says the book “Made to Stick,” did a study. They invited participants in to take a survey. The topic wasn’t important — something about tech products — but what mattered was the small payout. Each participant got paid with five… Continue Reading →
It’s always a great idea to throw lots of testimonials into your copy. Except when it isn’t. Here are some times when you might not want to run a testimonial past your audience… When it’s emotionally unsatisfying and vague: “I found… Continue Reading →
“Shut up and listen,” I said. I was talking to Michael Masterson, the great copywriter, publisher, and best-selling author. Had I lost my mind? Not at all.
Rather, I was summing up the core idea behind one of the best-selling books of all time, Dale Carnegie’s “How to Win Friends and Influence People.” That, in my opinion, is the key idea behind that book. And the fact that it’s so easily defined has a lot to do with its success.
Michael came back with another example… I delivered a third… and the volley went back and forth, until we ran out of ready examples. It wasn’t a game. See, Michael and I — along with another brilliant copywriter, Bill Bonner — had just finished running four straight days of an intensive, private copywriting bootcamp…
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“That’s right – it filets, it chops, it dices and slices. It never stops. It lasts a lifetime, mows your lawn, and it picks up the kids from school. It plays a mean rhythm. It makes excuses for lipstick on… Continue Reading →
Years ago, I think it was National Lampoon sent out a mail campaign trying to get subscribers… or maybe it was renewals… with a picture of a man holding an adorable puppy draped over his left arm. In his right hand, he held what looked like Dirty Harry’s revolver. The headline read (I’m paraphrasing): “Subscribe now or the puppy gets it!” Depending on how you feel about puppies, that qualifies as an “urgency” pitch. Of course, there are other ways to create urgency. Continue Reading →
According to a recent study published in the “Journal of Experimental Social Psychology,” the more positive your mood, the more likely you are to forget important details… Continue Reading →
When writing a Promise-Driven Lead, where should you start? The default for most marketers is to study the product and just figure out what it can do best. We’ve all heard, after all, the lesson about “features” versus “benefits.” First… Continue Reading →
What’s the single toughest secret you’ll ever learn, if you hope to blow the doors off the world of writing sales copy? For all the clever metaphors you’ll ever come up with, for all the phrases and images, the formatting… Continue Reading →
First, can I confess something? I hate talking about “content” like this. It’s the word itself. So cold, so academic. It sounds like we’re talking dispassionately about fuel grades at a gas pump. “Content,” of course, just means the stuff… Continue Reading →