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I struggled for years to get Rodale to use personalization in a letter. My other clients found that personalizing a letter boosted response by as much as 30% — a very significant increase to the bottom line. Working with large mailers, you are pitted against other top writers on every mailing. There’s only room for
In this segment, John finishes with the USP and discusses the offer and guarantee. He tells how to create a USP when you can’t think of anything unique about your business, and discusses the biggest problem new copywriters have. He goes on to talk about client management… different ways to get paid, holding your ground
You have to imagine what was going on in Rodale’s collective head at the time. This is a very conservative, east-Pennsylvania-based publisher — one of the largest mailers in the world. But their main fare are books on gardening, health, folk recipes, stuff like that. Heartland material. There’s probably a Rodale book on your shelf
Michael’s comments: Very important. How do you do that, becomes the question. So the dreaming room takes you through the process of discovering what your dream, your vision, your purpose, and your mission are before you ever talk about what in the world kind of company you’re going to create. It starts out with what
This is an ancient manuscript for an ad I wrote maybe 35 years ago. If you know anything about me personally, you know I’m the worst sort of pack-rat there is. I have dozens of banker’s boxes in the garage stuffed with files, notes, ads and what-not–some of it going back thirty years. Most of
Several years ago John spoke at an event hosted by Lorrie Morgan. This is the first in a series of 8 videos recorded at that event. In this segment, John starts by talking about the copywriting industry in general. He talks about some of his early experiences and tells the story of how he got
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