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Forum: Copywriting 20th February 2014, 11:02 AM
Replies: 24
Views: 3,483
Posted By Steve Hill
Re: You are about to discover a real secret, and the only reason it is being revealed is...

I'll bet not many here have read it, but much can be learned from it.

Another useful lesson therein is "People sometimes believe what they are told, but never doubt what they conclude."...
Forum: Copywriting 19th February 2014, 10:51 PM
Replies: 24
Views: 3,483
Posted By Steve Hill
Re: Hypnosis in copywriting...

Hypnotism in print? Doubtful.

But it's not really about that.

As Mark said, it's about getting inside of people's heads and influencing their decisions. That's the condensed version.
...
Forum: Copywriting 23rd January 2014, 11:35 PM
Replies: 25
Views: 3,310
Posted By Steve Hill
Re: You are only ONE "swipe" away from becoming rich...and that swipe is:

That's true. But even a rookie knows it appeals to him or her, and wants to understand why.

That creates curiosity, and the motivation to understand. In time, the understanding becomes clearer,...
Forum: Copywriting 6th January 2014, 10:49 PM
Replies: 22
Views: 5,607
Posted By Steve Hill
Re: Who wrote this winning VSL?

Thanks to all that responded, as there have been some great points brought up in this thread. (The "Thanks" button has been flaky lately, often giving a blank box with an exclamation point, and...
Forum: Copywriting 5th January 2014, 01:49 PM
Replies: 22
Views: 5,607
Posted By Steve Hill
Who wrote this winning VSL?

Question for the day:

Does anyone know exactly who wrote the script for the Venus Factor VSL at http://www.venusfactor.com/ ?

Or at least know of any others by this particular copywriter?
...
Forum: Copywriting 1st January 2014, 10:09 PM
Replies: 35
Views: 11,979
Posted By Steve Hill
Re: First off, I don't suggest this book for copywriters, per se.

It may be a dense book, but I found it far from boring. It contains more solid information than most high-priced courses or seminars, and at a fraction of the price. It's like learning directly from...
Forum: Copywriting 31st December 2013, 02:50 PM
Replies: 35
Views: 11,979
Posted By Steve Hill
Re: Ben Suarez 7 steps to freedom 1 & 2

The 7 Steps II book does have some very solid business principles and formulas in it. It's very worthwhile reading for marketers.
Forum: Copywriting 11th December 2013, 02:16 PM
Replies: 20
Views: 1,021
Posted By Steve Hill
Re: I miss the good ol' Salesletter

When doing some fairly recent research for an online learning project, one useful point that came up was global regional preferences.

In some areas of the world, almost everybody has a...
Forum: Copywriting 10th December 2013, 10:46 PM
Replies: 8
Views: 652
Posted By Steve Hill
Re: It's way more profitable to give em' what they want, than to persuade...as seen by this example

Thanks for the reminder, Ewen. As Eugene Schwartz said In Breakthrough Advertising, "Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist...
Forum: Copywriting 5th December 2013, 04:23 PM
Replies: 7
Views: 727
Posted By Steve Hill
Re: Christmas shopping at LL Bean... and USP's.

That's half of the equation. The other half is how the customer is treated when they do return it. If it's a quick, pleasurable, hassle-free experience, then they'll be happy to order again.
Forum: Copywriting 3rd December 2013, 11:08 PM
Replies: 41
Views: 2,248
Posted By Steve Hill
Re: You're Trying Too Damn Hard!

This has been an informative thread, with merit on both sides. But if I'm not mistaken, aren't we talking about writing for very different marketplaces here?

Sure, I can see Mark's approach...
Forum: Copywriting 24th November 2013, 07:23 PM
Replies: 11
Views: 646
Posted By Steve Hill
Re: Research

That's a good point, and ties in with what Ewen said.

To clarify my earlier posting - in every case, any additional research was supplemental, not primary. These copywriters were paying out of...
Forum: Copywriting 24th November 2013, 03:26 PM
Replies: 11
Views: 646
Posted By Steve Hill
Re: Research

After working with copywriting for a while, I sought out research projects from top copywriters. With an existing background in graduate-level research, the jobs started coming in.

Those jobs...
Forum: Copywriting 21st November 2013, 11:04 PM
Replies: 3
Views: 538
Posted By Steve Hill
Re: Has anyone seen "Art and Copy"

Thanks, Shawn... it looks like a good PBS find.

For those with an Amazon Prime membership, it's available free in the Amazon Instant Video section.
Forum: Copywriting 17th November 2013, 11:09 AM
Replies: 15
Views: 1,517
Posted By Steve Hill
Re: Has anyone thought about teaching copy online?

You might take a look at Lynda.com. In my opinion, they are one of the few online course companies that really "gets it."

One of the problems with teaching copywriting is there is often no one...
Forum: Copywriting 16th November 2013, 11:44 PM
Replies: 17
Views: 824
Posted By Steve Hill
Re: Getting the clicks...but nobody's filling!

Is the landing page form the same as the "5 Extremely Quick Ways" form that is on the website home page listed in your signature?

If so, then you'll probably want to reconsider your sales...
Forum: Copywriting 16th November 2013, 11:10 PM
Replies: 10
Views: 713
Posted By Steve Hill
Re: What to look for in a GOOD Copywriter?

You may find Dan Kennedy's "7 Key Questions That Every Copywriter You Hire Must Be Able to Answer" to be useful. You can send away for it from here: 7 Questions (http://www.dankennedy.com/7questions/)
Forum: Copywriting 15th October 2013, 10:43 PM
Replies: 3
Views: 752
Posted By Steve Hill
Re: Confidential deck from LinkedIn investor pitch

That's a great detailed breakdown. Thanks, Rick.
Forum: Copywriting 25th September 2013, 09:51 AM
Replies: 13
Views: 804
Posted By Steve Hill
Re: Do people go to squeeze pages to be sold to?

Here's a different way of looking at it:

A man is late on his mortgage payments. Reminder letters from the lender have been arriving for weeks, each more threatening than the last. The lender is...
Forum: Copywriting 10th September 2013, 11:03 PM
Replies: 4
Views: 2,472
Posted By Steve Hill
Re: Harry and David bruised pears letter

The following page appears to have an article as discussed in Bob Bly's newsletter in 2010. Look for the story titled "From negative to positive - it only takes a story" on:

Brand Story ยป Story...
Forum: Copywriting 10th September 2013, 10:46 PM
Replies: 8
Views: 1,338
Posted By Steve Hill
Re: Is Copy for Cold Traffic Different Than Warm Traffic?

If you haven't read Breakthrough Advertising by Eugene Schwartz, you'll find it useful for the type of questions you're asking.

In addition to the warm/cold question, sophistication of the...
Forum: Copywriting 6th September 2013, 01:51 PM
Replies: 32
Views: 1,255
Posted By Steve Hill
Re: Does Just Being Helpful Sell?

That's one approach, and as Andrew said, you'll attract tire-kickers and free-loaders who not only won't buy, but will complain about you even trying to sell to them.

But another approach is to...
Forum: Copywriting 5th September 2013, 07:38 PM
Replies: 8
Views: 848
Posted By Steve Hill
Re: Some people take things too seriously

What amazes me is that anyone at the company thought it was a good idea to associate the negative emotion and distress of a distraught dog owner with their brand.
Forum: Copywriting 5th September 2013, 07:27 PM
Replies: 15
Views: 1,193
Posted By Steve Hill
Re: I could care less...but really - you suck

Absolutely right, but there's also a growing need for people that can provide the copy for all that high tech marketing.

Writers don't really need to know the technical details, they can just...
Forum: Copywriting 5th September 2013, 12:07 PM
Replies: 6
Views: 827
Posted By Steve Hill
Everything was fine until the flying head showed up

To stand out in Las Vegas where the uncommon is normal, shock value has to goes way up to get people talking.

Take a $5,000 hamburger, for instance. It's on the menu at Hubert Keller's Fleur...
Forum: Copywriting 4th September 2013, 06:22 PM
Replies: 51
Views: 1,886
Posted By Steve Hill
Re: Offer/copy/list ratio --- HELP PLEASE!

Ok, I did some more research on this, and found some interesting information.

First, let me try to state Ed Mayer's "40/40/20 Rule" in his own terms. As closely as I can determine, it was...
Forum: Copywriting 31st August 2013, 05:59 PM
Replies: 13
Views: 919
Posted By Steve Hill
Re: 10 questions

I'm not sure if this is exactly what you mean, but here's a list of 11 indicators I'd consider useful for long-term mutual success:

1) Does the client have a proven product/laddered product line?...
Forum: Copywriting 31st August 2013, 08:42 AM
Replies: 15
Views: 963
Posted By Steve Hill
Re: Using Testimonials As Headlines

I do agree with the power of raw, unsolicited testimonials, especially if they are specific.

One advantage I've noticed with the structured approach (using a few open-ended questions) is...
Forum: Copywriting 29th August 2013, 10:22 PM
Replies: 34
Views: 2,530
Posted By Steve Hill
Re: What are some of your "wow" books?

Along the lines of Harry Browne's book and Obvious Adams, How I Raised Myself From Failure to Success in Selling by Frank Bettger is a bit of an underground classic.

Motivation in Advertising by...
Forum: Internet Marketing Product Reviews & Ratings 7th August 2013, 09:47 PM
Replies: 6
Views: 1,445
Posted By Steve Hill
Re: Affiliate Black Book 2013?

Kumar, I sent you a private message. There are other threads in this forum about ABB, and I've personally found it to be worthwhile. It all depends on your objectives, learning style, and desired...
Forum: Copywriting 6th May 2013, 08:11 AM
Replies: 19
Views: 1,640
Posted By Steve Hill
Re: When copying ads by hand - should you be focused?

There are two ways to look at the process of repeatedly copying successful ads by hand.

Forced repetition is one way. Repeatedly and blindly copying ads in the hopes of memorizing how someone...
Forum: Copywriting 30th March 2013, 10:23 PM
Replies: 50
Views: 3,046
Posted By Steve Hill
Re: What would you call writers with no formal copywriting experience calling themselves "copywriter

Seriously, this could work providing they can answer one crucial question: did they sell MORE burgers and upsells than anyone else because of what they learned?
Forum: Copywriting 30th March 2013, 02:06 PM
Replies: 96
Views: 6,650
Posted By Steve Hill
Re: My thoughts on John Carlton and his seminar

As long as we're on the subject of exotic fish, this spectacular and unusual opah was caught on the Royal Star by Greg VandenOrden on a 2011 long range trip about 140 miles offshore. It was a good...
Forum: Copywriting 30th March 2013, 09:39 AM
Replies: 96
Views: 6,650
Posted By Steve Hill
Re: My thoughts on John Carlton and his seminar

Bruce is right - it's not found in US markets often, and most fishermen release them. They're not that great on the table, and market imports are highly regulated.

The sad reality is that marlin...
Forum: Copywriting 29th March 2013, 09:53 PM
Replies: 96
Views: 6,650
Posted By Steve Hill
Re: My thoughts on John Carlton and his seminar

It's interesting how many writers really like fishing. Maybe it's the man against nature thing (a la Hemingway), or just the chance to get out and watch the timeless rhythms of the natural world, far...
Forum: Copywriting 17th March 2013, 01:41 PM
Replies: 1
Views: 884
Posted By Steve Hill
Re: Free Hot Direct Mail Swipe

Great find, Mark, and very interesting reading!
Forum: Copywriting 5th March 2013, 09:43 PM
Replies: 37
Views: 4,970
Posted By Steve Hill
Re: Email Copywriting--What's Working Now

It definitely has VAKOG elements in it, and it's always interesting to see how a seemingly simple e-mail can have so much going on underneath.

Rick, if you did a self-analysis of this, I think a...
Forum: Copywriting 5th March 2013, 09:22 PM
Replies: 96
Views: 6,650
Posted By Steve Hill
Re: My thoughts on John Carlton and his seminar

More cowbell...now that was a classic. There's something to be said for participating with enthusiasm!

More Cowbell Snl Full Skit - Video...
Forum: Copywriting 4th March 2013, 07:35 PM
Replies: 28
Views: 2,145
Posted By Steve Hill
Re: Is "six figures" still a lot of money?

A six-figure income could be as high as $999,999, which is not chicken feed.

Perhaps a good way to express it today could be "mid six-figure income" or "upper six-figure income."

Specifying...
Forum: Copywriting 2nd March 2013, 11:39 PM
Replies: 96
Views: 6,650
Posted By Steve Hill
Re: My thoughts on John Carlton and his seminar

Interesting thread.

It looks like the washing machine is busted again, judging from all the dirty laundry on the line. Never a dull moment, though.

Coming back to the original post, thanks to...
Forum: Copywriting 28th January 2013, 08:31 PM
Replies: 16
Views: 952
Posted By Steve Hill
Re: Could you make it in the cheese niche?

Oh yeah.

"This exquisite aged provolone may smell like the dog threw up in the refrigerator...but it tastes so much better than it smells!"

On a similar and related note, even pizza...
Forum: Copywriting 23rd January 2013, 08:07 PM
Replies: 14
Views: 1,070
Posted By Steve Hill
Re: Is Cultivating an Original Copy Style Beneficial?

Let's not forget the skill of salesmanship in print, though. Almost any writer can imitate copy, but relatively few can CREATE good copy based on a clear, implicit, in-depth understanding of their...
Forum: Copywriting 23rd January 2013, 02:50 AM
Replies: 53
Views: 5,989
Posted By Steve Hill
Re: How To Make Money Off Copywriting?

That is par for the course for any entrepreneur, unless they have a good marketing channel in place. The variability is not specific to copywriting. Having been self-employed for over 35 years, I can...
Forum: Copywriting 23rd January 2013, 02:07 AM
Replies: 14
Views: 1,070
Posted By Steve Hill
Re: Is Cultivating an Original Copy Style Beneficial?

It sounds like you are referring to distinctive corporate identity styles, such as used by brands like Saddleback Leather, J. Peterman, the old Sugarman's JS&A, Sharper Image, and others. Even...
Forum: Copywriting 23rd January 2013, 01:17 AM
Replies: 184
Views: 13,786
Posted By Steve Hill
Re: Is NLP Utter Hogwash?

This is about the simplest NLP definition I've seen yet. I've followed this debate, the previous debate with Rick D's comments, I've read parts of the original Erickson books, I've read some (bad)...
Forum: Copywriting 18th January 2013, 11:38 PM
Replies: 4
Views: 1,622
Posted By Steve Hill
Re: Million Dollar Headlines

While I don't know if these headlines each generated a million dollars in revenue, when an A-list copywriter like Kent Komai calls them "Very successful" it's likely the income was significant....
Forum: Copywriting 18th January 2013, 11:59 AM
Replies: 19
Views: 875
Posted By Steve Hill
Re: You've Been Chopped

Not a bad idea, and could be fun. I'm not sure how exciting it would be for the viewers, though.

Narrator: "Looking now at Jimbo's furrowed brow! Let's get a close-up...is that a bead of sweat?...
Forum: Copywriting 31st December 2012, 01:45 PM
Replies: 27
Views: 8,832
Posted By Steve Hill
Re: Here's a Must-Have... Eugene Schwartz Lecture to Philips Publishing

That's partially right. Schwartz defined a number of potential levels of the prospect's state of awareness, and that is one of them.

There's also the prospect's state of sophistication to...
Forum: Copywriting 30th December 2012, 01:59 PM
Replies: 17
Views: 986
Posted By Steve Hill
Re: To All The Suckers...

In a roundabout way, this post reminds me of the principles of selling that old-timers like Elmer Wheeler, Frank Bettger, and Harry Browne used so successfully. More recent marketers like Joe...
Forum: Copywriting 28th December 2012, 12:04 PM
Replies: 1
Views: 1,354
Posted By Steve Hill
Re: Didn't You Know Fishermen Use Fishfinders? And Gold Prospectors...

Carrying the fishing analogy a little bit further:

Two fishermen live at opposite ends of a lake. In the morning, they both get up early, hop in their boats, and take the long bone-chilling ride...
Forum: Copywriting 27th December 2012, 10:36 PM
Replies: 9
Views: 812
Posted By Steve Hill
Re: leads?

Masterton and Forde's "Great Leads" book is useful, and also goes well with AWAI training.

Another book I've found useful is called "Leads and Conclusions" (Leads & Conclusions (Elements of...
Forum: Copywriting 10th November 2012, 08:57 AM
Replies: 6
Views: 1,038
Posted By Steve Hill
Re: The ROI of Story Telling

The author of "Story Wars" posted an insightful 10-page PDF (the book's prologue) about how the book came to be written. In the PDF, he briefly explores the origin and impact of storytelling in...
Forum: Copywriting 9th November 2012, 02:52 PM
Replies: 2
Views: 637
Posted By Steve Hill
Evolution of a 28-year Long Copy Control

This is an interesting look at International Living's long copy control piece, which has been running for 28 years. It discusses some of the changes they have tried over the years, as well as the...
Forum: Copywriting 8th November 2012, 10:07 AM
Replies: 2
Views: 643
Posted By Steve Hill
Re: Website and landing page A/B and multivariate case studies

It looks like a good product, and knowing Mike, it's probably very thorough and well thought out.

It's impressive how much difference testing can make in response rates and marketing...
Forum: Copywriting 6th November 2012, 10:48 PM
Replies: 5
Views: 3,249
Posted By Steve Hill
Re: The origin of copywriting and copywriter...

You probably sprained some brains out there with that one, but here's another way for masterpaintingnow to look at it:

A copywriter writes copy. Therefore he/she is a writer of copy, or a copy...
Forum: Copywriting 3rd November 2012, 08:55 AM
Replies: 13
Views: 1,047
Posted By Steve Hill
Re: Adwords services: Is this the new normal?

Anyone can call themselves an AdWords specialist (and many do). At a minimum, though, I'd insist on AdWords Certification in the areas needed before hiring any of them.

That way, you know they've...
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