Written By Loren Woirhaye, September 27th, 2010
Reading time: 2 – 2 minutes
(part 4 of 5)
If you’re looking for a way to make a lot of money without the pressure of making sales calls, direct response marketing is the most low-pressure form of selling there is. No sale will actually happen without pressure. Direct response is so low-pressure in fact, you have to elicit the sales pressure within your prospect, which is the selling skill that trumps all others and all master marketers have it.
Apple computer actually uses direct response marketing methods like perceived scarcity and elitism, which is an emotional hot-button in some people. Apple claims they cannot meet demand for their latest products, Ipads or whatever, which causes people to be desperate to be the first person they know to get one. It’s a bit of reverse psychology really and also very well integrated with the intentional elitism embedded in all of Apple’s branding and advertising.
When you buy the pressure you feel is your own desire to get an advantage for yourself or meet some basic need. Without pressure coming from either outside of you (your spouse pressuring you, for example), or inside of you (need to keep up with the Joneses, perhaps), you aren’t 
Written By Loren Woirhaye, June 4th, 2009
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 readers attention an effective headline is the difference between success and failure for the ad.
One of my pet peeves is super-long headlines that try to cram a detailed description of what the product is or does into the headline itself. This is usually not a good thing, but of course in the hands of a skilled copywriter a long headline can work well indeed.
Most writers doing online marketing these days cranking-out verbose headlines are not particularly skilled however – their headlines are like the desperate guy trying to get a date from every girl who walks by; rattling off a meandering list of benefits hoping she’ll hear one she likes and stop and talk to the guy.
Does that sound like a good way to get a date?
No. It doesn’t
It’s fairly easy to find examples of this kind of headline writing in copy ebook authors and
