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Reading time: 3 – 4 minutes I have what you might call a flair for writing copy – I don’t think I’m the world’s greatest by any measure but some of it comes more easily to me than it might come to you. The ability to write and communicate well is a fine thing, however it is [...] Reading time: 4 – 6 minutes Persuasion in print is largely structural. When I explain it here it’s going to seem abstract, but when you study good salesletters in the future look at the structure. There are obvious things of course: headline, subhead, testimonials, and so on… and those are elements and by default some of them [...]
Reading time: 6 – 10 minutes There is a lot of ballyhoo about the importance of headlines in copywriting. If you are just getting started it is easy to take this stuff out of context. The importance of the headline IS paramount in several different formats of copy – in situations where the headline MUST grab the [...] Reading time: 2 – 4 minutes Perhaps unique to copywriting is the idea of “swiping” sales appeals from winning letters written by yourself or other copywriters. This is not, and should not be approached as, strict copying of others’ work, for a couple of reasons. 1) plagiarism is illegal and will land you in [...] Reading time: 2 – 4 minutes Perhaps unique to copywriting is the idea of “swiping” sales appeals from winning letters written by yourself or other copywriters. This is not, and should not be approached as, strict copying of others’ work, for a couple of reasons. 1) plagiarism is illegal and will land you in [...] |    |     | ||||
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