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Finally, here is a great example of a completely “blind” letter. Nowhere in the entire four pages of copy is there a hint of what, exactly, you will find in the product. It’s all tease. Like the little strumpet at the local watering hole giving you a big come-on… but never revealing exactly what it
by David L. Deutsch You can read all the best books ever written about flying. But that doesn’t mean you can pilot an airplane. Similarly, if you want to soar to your fullest potential as a copywriter, it takes more than knowledge of copywriting. I have found four additional and extraordinarily powerful factors that can
Another Rodale piece– this time, they got impatient selling individual books about the various parts of men’s lives… and decided to just lump everything together in one gargantuan volume. So I have to cover better sex… weight loss… earning more money… attaining six pack abs quickly… how to “read women”… be a top-dog Alpha male
This letter was purposely written to cover a glaring oversight I’d missed in all my other golf ads. Namely… identifying where the reader is now in his game. The audience is full of young guys… old guys… and rookie duffers of all stripes. One of the main objections to the idea of hitting long-distance tee
I’ve written something like 4,000 direct mail letters and direct response ads for golf products now. Okay, that’s a bit of an exaggeration, but not much. Sometimes, the best ads come from sheer desperation. I was hitting the very bottom of my bag of tricks last year, when my client requested yet another “killer” letter
John Carlton discusses the importance of using clear concise language in copy and stresses the value of understanding the basics. He mentions the original Elements of Style, by William Strunk. You can access a copy of that here. John’s comments: John: What did you look at, Scott? Scott: Just a little bit of the elements
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