What I know.
Most of the time, I admit, I'm like Sgt. Schultz, played by character actor John Banner in the old TV series, Hogan's Heroes...whose trademark line was...
"I know NOTHING." And he might add..."I wasn't here, I saw NOTHING."
Re: Copywriting, I don't know if any given promotion will work...but I do know when a promotion is a stinker from the get-go.
I know I believe in the Ben Suarez Net Profit Generation System because I've been inside the THREE 100 million dollar a year companies and a score of smaller firms which have been built from it. The NPGS formula has FOUR components--Prospect--Product--Promotion--Media and each of them have equal weight, get one less than right, you fail or have marginal success. Get all 4 right, you have a WINNER.
I know people are PREOCCUPIED. We all have many things on our mind. I know the successful copywriter understands this and uses a Pre-Occupational INTERRUPTER to gain his prospect's attention. Without their attention, you have no chance of copywriting success.
I know people are lazy, take the path of least resistance, live in their own comfort zone within a bubble they have created...when a copywriter understands human behavior and studies why people do what they do, the copywriter grows to whatever heights she desires.
I know selling is an important element of a direct response copywriter's livelihood...but few today are willing to embrace the salesmanship required...those that do, expedite their own success.
I know people will quickly buy cures, but pay not for prevention.
One man's experience does not equal law...and it is impossible to replicate the exact success achieved by an individual simply by doing what they did...although there could be valuable footprints in the sand to follow, at least to get you going in the right direction.
I know, from being an Old Salt, that a ship without a port destiny, is adrift on the high seas of life and most likely to crash on the rocks, run aground or get tossed and turned until there is nothing left but remnant planks of forgone dreams.
I know successful copywriters can think, and do much of it before they write...but they do write, and revise, revise and revise until their thoughts are clear, concise and carefully constructed to produce the results (the goal) they want.
Direct response copy is about numbers. It is about MATH. It is adding, subtracting...ciphering the dollars, the units, the costs, the gross profits, the lists, the Life Time Value...it is KNOWING...there is no guessing, surmising or conjecture. The math tells you the truth about your copy, no opinions are needed nor should be asked for, unless going for experienced evaluation which may (or may not) increase the black side of the ledger.
I know expert copywriters see it as a lifetime of learning and build their careers on a solid foundation of Old Masters, new technologies and an open mind toward progress and innovation.
Well, that is what I know. But again, I may be much closer to Sergeant Schultz than even I care to acknowledge.
Adieu,
gjabiz
PS. If I think there may be more that I know, I'll add it to this post, but probably won't.
"I know NOTHING." And he might add..."I wasn't here, I saw NOTHING."
Re: Copywriting, I don't know if any given promotion will work...but I do know when a promotion is a stinker from the get-go.
I know I believe in the Ben Suarez Net Profit Generation System because I've been inside the THREE 100 million dollar a year companies and a score of smaller firms which have been built from it. The NPGS formula has FOUR components--Prospect--Product--Promotion--Media and each of them have equal weight, get one less than right, you fail or have marginal success. Get all 4 right, you have a WINNER.
I know people are PREOCCUPIED. We all have many things on our mind. I know the successful copywriter understands this and uses a Pre-Occupational INTERRUPTER to gain his prospect's attention. Without their attention, you have no chance of copywriting success.
I know people are lazy, take the path of least resistance, live in their own comfort zone within a bubble they have created...when a copywriter understands human behavior and studies why people do what they do, the copywriter grows to whatever heights she desires.
I know selling is an important element of a direct response copywriter's livelihood...but few today are willing to embrace the salesmanship required...those that do, expedite their own success.
I know people will quickly buy cures, but pay not for prevention.
One man's experience does not equal law...and it is impossible to replicate the exact success achieved by an individual simply by doing what they did...although there could be valuable footprints in the sand to follow, at least to get you going in the right direction.
I know, from being an Old Salt, that a ship without a port destiny, is adrift on the high seas of life and most likely to crash on the rocks, run aground or get tossed and turned until there is nothing left but remnant planks of forgone dreams.
I know successful copywriters can think, and do much of it before they write...but they do write, and revise, revise and revise until their thoughts are clear, concise and carefully constructed to produce the results (the goal) they want.
Direct response copy is about numbers. It is about MATH. It is adding, subtracting...ciphering the dollars, the units, the costs, the gross profits, the lists, the Life Time Value...it is KNOWING...there is no guessing, surmising or conjecture. The math tells you the truth about your copy, no opinions are needed nor should be asked for, unless going for experienced evaluation which may (or may not) increase the black side of the ledger.
I know expert copywriters see it as a lifetime of learning and build their careers on a solid foundation of Old Masters, new technologies and an open mind toward progress and innovation.
Well, that is what I know. But again, I may be much closer to Sergeant Schultz than even I care to acknowledge.
Adieu,
gjabiz
PS. If I think there may be more that I know, I'll add it to this post, but probably won't.
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