Order placed... $1.46 New! How could I not buy?

(I love searching Borders and Barnes and Noble for stuff, but this one must have escaped me. Thank you for the share.)

Hey Mal,

Thanks for the book, I'll get it.

Hope you don't mind if I post this article excerpt from Clayton
Makepeace? It's relevant to your thread topic. The article is
about 3 blunders that even experienced copywriters make.

In this excerpt, Clayton gives his solution to the apathetic
reaction people have when they read 'yet another' benefit
driven headline. Of course their reaction is worse if the
claims are over the top.

This article is probably several years old, so by now things
are worse regarding reader apathy with headlines. So maybe
that book, above, will have additional approaches we can try.

"... Of the thousand or so ads your prospect will see today, hundreds will have benefit-oriented headlines. And many of them (maybe even most of the ads he gets over the 'net) will feature headlines that promise ridiculously inflated benefits: Benefits that nobody - least of all the guy who wrote them - even remotely believes.

In an act of sheer self-defense, your prospect has cranked his brain's anti-advertising defenses up to DEFCON 5. He's alert and ready to defend against this blinding blizzard of B.S. by ignoring or trashing anything that remotely looks like an ad.

So what's the solution? How do you get through?

Advertorials!

An advertorial is simply a promotion that looks and feels like a self-help magazine, special report or booklet - and that begins just like they do: With a headline, deck and opening copy that offers to bring value to the prospect's life for free - simply for reading.

The copy then proceeds to deliver on the headline's promise by giving the prospect valuable information - stuff that empowers him to assuage a fear, end a frustration or fulfill a desire. "

I believe Clayton mainly writes real direct response letters and
magalogs. But seems this is something we can adapt and
incorporate into online letters. In fact, I have an assignment
right now, and I think I've done a pretty good adaptation of
this in the letter. We'll see.

Thanks...

Some of Makepeace's online copy... Dr. Sinatra Newsletter Offer: Medicine Chest Murders

Ben Settle called it a "webalogue".

I think it's pretty cool. No idea how it converts.

-Scott

Here's what I use to get the attention of distracted, disinterested, etc. consumers:

That guy in the picture kind of looks like a girl.

Well this is interesting...

"someone" thought they had greatly offended my wife with a comment above...

Just for the record, here is my REAL wife:

http://picasaweb.google.com/lh/photo...FNzDjAS7RjXPHg

It was a joke--I am not married to a man beast.

The she-man in the picture above is not my wife...




she's my sister...

that's my girlfriend...and my sister...as Borat would say!

Is That An Affiliate Link?

Is That Allowed?

I guess I missed the part that says "non-affiliate link follows"

It is a great book. Got it in the mail yesterday and will be taking several bathroom breaks to enjoy it (if I'm not in the bathroom, I'm watching a little 17 month old - bathroom is reading time)

Its a great book. It was great when I recommended it 3 years ago

cool story bro

kthxbye

Good WF Stuff. Thanks everyone. This kind of thread makes this community very special.

CT