Not strictly COPYWRITING but WOW - great piece of writing

Yea, this really belongs in the SEO section...

ANYBODY who advocates moving this from the copywriting section just doesn't understand the new rules of copywriting.

Yes my friend, there are new rules.

I've been hinting off and on about this for 3 years now. It's time you get your head out of those dusty programs you keep downloading off bootleg sites and start analyzing work like this.

Thanks, Mal.

This is a beautifully-executed example of how copywriting and content have morphed into a strangely-effective "unselling hybrid" that not only gets leads, sales and conversions, but amazingly enhances brand, image and reputation.

This is the future, my friend.

About three years ago, I was asked to write a piece which needed Seth Godin's approval.

One problem: Seth HATES traditional direct response copy.

He's far from alone. Patel, Fishkin, multiple others. All sorts of industries. They are refusing anything that looks like a pitch.

I had to detach, unlearn, unhook myself from traditional copywriting principles.

I had to (God forbid) empty my direct response copywriting cup.

The piece ultimately converted well, they sold out. (Although in my heart, I thought I could have sold more.)

The good news is I discovered for myself there is a way to accomplish what folks like Godin want and be even more effective than traditional direct response.

How much more effective?

I have another VSL in the supplement industry that's pulling 18% conversions presently. JV traffic. And I'm not done optimizing yet.

Yeah, I know some of you are screaming "BS!" right now, including the so-called copywriting gurus. Good luck getting your eyes on it.

Regardless, I encourage you, study this again:

Confessions of a Google Spammer

This time study the social shares, as well as the comments.

This article is blowing up, and if you don't think people... legitimate prospects... are searching for Ptengine right now, well you just don't understand the new rules of copywriting yet.

In the words of Joe Karbo...

"You're missing out."

- Rick Duris

PS: There is a dominant, unspoken of emotion your reader feels that's present in almost every direct response piece.

It's same emotion folks like Godin eschew.

This article lacks this one emotion. It's one of the reasons (of many) it's effective. Knowing this emotion and avoiding it is key to you cracking the code for yourself.

John, you're a good man. I appreciate the authenticity and vulnerability it took to say that.

Let's be clear. I am not suggesting direct response copy is disappearing. Guys like Diess are doing very well.

I am saying the marketers who shun direct response copy, they're not looking back at their decision.

And in fact, they're doubling down.

However, you'll always be able to carve out a rewarding living as direct response copywriter.

In other words, I am not suggesting you abandon.

But I guarantee, the first time you knock it out of the park this way, you'll be flabbergasted it works.

- Rick Duris

Pure gold.

Many things to be learned here. My key takeaways:

- check your ego. Ego makes you stagnate. You'll be left behind when people humble enough to learn (no matter their level) start to kick your ass and get ahead.

- money isn't the end game. It's a means to an end.

- finding a loophole is easy. But you better have a plan in place when someone slams that door shut.

- putting all your eggs in one (black hat) basket is STILL a pretty shitty strategy.

There's more, I'm sure. But that's off the top of my head and it'll have to do for now.

Thanks for sharing, Mal.

That is good.

Actually, when I was reading it I thought it sounded like the way you usually write stuff...at least the stuff I've read.

Thanks for sharing.

Rick's post is almost as good as the sales letter/content that's the subject of this thread. Accurate and insightful.

-Nick

….great stuff.

Looking at Ricks post 9 - I like it when clients say "In the name all of that is holy do NOT make it look or sound like a sales pitch!"

You still sell lots of stuff (maybe not quite as much) but everybody seems to be a lot happier.



Steve


P.S. Yes you can still us one but thankfully not 2,3,4,5 etc

Great piece of story-telling. Great headline and flow.

The human elements of triumph, fall and then triumph again is
the plot of great stories. Interesting how easy money making
can damage the soul--but that's a different story.

-Ray Edwards

Thanks for posting, Mal. Of course this is the future. Getting comfortable writing in that hybrid of copywriting and content should be the goal any "copywriter" who wants to eat in the coming years. These are just as much fun to write too, maybe more so than your bog-standard sales letter.

--- Ross

Ha ha ! Hey Mal, good to have you back! LOL Love this article. Especially the God Faddah references. I guess the author should have used a "buffa". The family had a lot of "buffas".

Thanks for the post, my friend!

ELMO

Mal, Rick...THANK YOU.

This piece and your comments around it were truly eye-opening.

For a guy who's been learning and writing for 20 years, that says something.

Man, does that story grab you and drag you in.

It's not the topic, SEO, that matters (I know know nothing about
it and don't care to.)

It's the STORY, it leads you effortlessly with a seamless blend of copy and content...
practically a template for how to do it.

Thanks Mal.
______
Bruce

Thanks for sharing. The story was a bit long, but definitely worth reading till the end. It was an effective blend of story-telling and copy. I'm not sure the piece helps any blackhat marketer straighten their career direction though.

Call me shallow but after reading the whole piece, what I really learned (besides how to write great copy) was: find a loophole, build a guilt-based business, squeeze all the money outta it, buy oversea properties, date supermodels and invest your blackhat money into a legitimate business. A tried and true way to become a millionaire!