- He who has the best story wins
- Long copy sells
- Nothing happens until the copy gets written. On the other hand,
a great sales letter can sell a non-existing product.
- If you know how to write your own copy - you become independent.
Copy is the engine that drives everything else.
- Four base requirements:
- 1 - Understand salesmanship (a street hustler is better
than English Ph.D.). Wake the inner salesman.
- 2 - don't be apologetic. If the product is worth while -
you owe it to your prospect to give him the best sales pitch.
You can not beg or push. You have to find the emotional sweet
spot.
- 3 - just you and me talking style.
- 4 - be a little edgy (personality, soul). You can not be
"safe". you have to be one person who make your
reader's blood going today. The world is asleep. You have
to be more alive. You have to slap people a bit.
- The marketing Rebel Appeal-O-Meter. Example - dieting. Cold
reality: eat less, excercise more. Magic - a pill - take it today
- wake up skinny tomorrow. Similar - financial market, bus. opportunity
market, etc. People want buy a how-to book, put it under a pillow,
wake up rich. Or with a gorgeous blond. etc. Or wake up looking
like Schwarzenegger. etc.
- Imagine a huge sumnambula creature completely immobile welded
to the couch. You have to wake the creature and make it get up,
pick up the phone, and give you its credit card.
- Hook. The hook is the thing that reels the guy in. Usually is
in the headline. How you find the hook. Be a sales' detective.
Look for information to wake people up. National Enquirer: "Boy
eats own head". Interview people. Find inside stories - looking
for a hook - something unusial, provocative, intrigging. A story.
"You gotta be kidding". Example - the one-legged golfer
ad. Another ad - old overweight golfer, ... Ed Dale took the One-legged
golfer ad - and used it in a different niche market.
- Mysterious Arizona "Human Computer" humiliates Wall
Street "Experts" For 21st Consecutive Year!
- Power words - Humiliate, ... Words that care a story
- Copy - powerful, intrigingly, with hooks, not borring (people
will walk away if they are bored)
- ad - The Astonishing Sex Secrets Of The Most Satisfied... Most
Knowledgeable And Most Respected Lovers In The World!
- ad- How A Skinny Little Golf Genius From California Accidentally
Started Hitting 425-Yard Tee Shots!
- Hard hitting hooks - a dollar bill, a nickel, etc.
- Tell story. Learn how to tell a story. Tie a hook into a story.
- More power words - outrage, crush, ...brbe, lier, meat, murder,...
The words are not frequently used - but everybody knows their
meaning.
- "Dear Middle Manager of IBM" bus2Bus copy is the same
as a copy for a consumer
- Average person doesn't have anything interesting in hi/her everyday
life. You make him alive
- People respond to people. Personality matters. Personalizing
letters increases response.
- Operation money sack. If you are the person who brings in the
money - you should not waste your time fixing a xerox machine.
- Words that paint pictures in the reader's mind
- picenenga ??
- gun-to-the-head copywriting
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