Only One Swipe ... For One Year .. Which?

12 replies
I once heard the great copywriter, Doug D'Anna, say that he stopped reading lots of swipes. Instead, he got hold of one of Bencivenga's smash controls and only read it for a year. (And yes, I know Bencivenga himself reads one a day).

Question...

If you could only study one swipe for an entire year, which would it be? Why?

Two of my Favs are Gary Halbert's Water Letter and the Admiral Byrd letter.

The water letter because it is one of best examples I've seen of meeting a market where it's mind is -- and then walking it/bridging to the product.

The Admiral letter because it was selling an outrageously expensive product and broke the rule of mentioning the price up front. I do a lot of offline stuff to Fortune 500 execs and millionaire business owners. I find this letters tone perfect for approaching these guys with FedEx letters. I read it often. (If you want a copy - PM me and I'll shoot it over to you).

Anyway...

What are your choices and why?
#swipe #year
  • I would read Gary's "100 seminar" letter.

    It has every copywriting technique and them some...

    At 70 pages long - you'll never, ever get bored - you always pick up something new.

    On a personal level - it has a testimonial from me - and my goodness it makes me feel good that it was used.

    Robert, don't worry your testimonial is there too!

    Steve
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    • Profile picture of the author wilmath
      Do you have the link for the "100 seminar"?
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    • Originally Posted by Steve Copywriter View Post

      I would read Gary's "100 seminar" letter.

      Steve
      I would use the 100 seminar letter as well. When I first read it I was blown away. It is a masterful piece of work.

      Since then I have written it out by hand many times. It took me awhile to see the structure underneath. As my knowledge of copywriting increased I could see more of the techniques he uses.

      If he was Coppola, this letter would be "The Godfather."
      Signature
      Marketing is not a battle of products. It is a battle of perceptions.
      - Jack Trout
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      • Originally Posted by Joe Ditzel View Post

        I would use the 100 seminar letter as well. When I first read it I was blown away. It is a masterful piece of work.

        Since then I have written it out by hand many times. It took me awhile to see the structure underneath. As my knowledge of copywriting increased I could see more of the techniques he uses.

        If he was Coppola, this letter would be "The Godfather."

        Hi Joe,

        I managed to write it 7 times and as you said, each time I uncovered another "structure" "technique" and an incredible range of copywriting "secrets" which suddenly went from black and white into glorious technicolor.

        I've never learned them anywhere else.

        Would it be fair to say that Garys' writing "helped" you write your absolutely cracking metaphor?

        Steve
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        • Originally Posted by Steve Copywriter View Post

          Hi Joe,

          Would it be fair to say that Garys' writing "helped" you write your absolutely cracking metaphor?

          Steve
          Sì il mio amico.




          Sonny: How's Paulie?
          Clemenza: Oh, Paulie... won't see him no more.
          Signature
          Marketing is not a battle of products. It is a battle of perceptions.
          - Jack Trout
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          • Profile picture of the author Treborrevo
            Just a heads up to those who PM'd me and requested the letter -- it' on the way, apparently I've got to get 2 more posts written before the forum will let me PM you back.

            So, keep an eye out in your email boxes.

            Enjoy!
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  • Profile picture of the author salescopywriter
    Hi Robert,

    Seems I can't send a PM yet. Could you send it to me in PM or email? salescopywriter1 (at) gmail.com.

    Thanks!
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  • Profile picture of the author Alex Barboza
    Originally Posted by Treborrevo View Post

    (If you want a copy - PM me and I'll shoot it over to you).
    I want a copy. Why don't you share a link here for everybody to benefit?

    Thanks
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