Copywriting Hotseat: Buying Media and Creating Headlines
There are 2 distinct parts to this hotseat.
They start with a discussion of buying and writing newspaper and magazine ads. He is selling an ebook for $997. His customer acquisition cost is going up after a year of using this ad campaign.
They talk about how to negotiate when you are buying advertising space, and finding “virgin” markets.
He also wants to start a direct mail campaign. They talk about using the same ad for both magazine and direct mail.
The second half is devoted to picking apart his headline. There is a lively discussion of how to swipe a headline, finding the “sweet spot”, choosing the right words, and isolating the USP.
They also discuss the use of testimonials.
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Stan Dahl & The Marketing Rebel Team