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Search: Posts Made By: Steve The Copywriter
Forum: Copywriting 28th July 2020, 06:25 AM
Replies: 14
Views: 301
Re: Initial Copywriting Strategy

Let's fast track this in 3 steps - before your boss gives up hope in you becoming the acclaimed chief copywriter.

There might be too much evaluating on this - with far too many discussions with...
Forum: Copywriting 17th July 2020, 06:55 AM
Replies: 37
Views: 468
Re: Do you listen to music when you write copy? Or you write in total silence?

I can't write a dot if I'm distracted.

But when I take a break I might play a few tunes which somehow in someway can add a bit of inspiration when I restart hammering away on the old olivetti (and...
Forum: Copywriting 12th June 2020, 08:09 AM
Replies: 77
Views: 1,404
Re: Share With Us One Secret You Are So Proud To Know About Writing Good Copy

You know what - Max nailed it.

Creativity

Not in an obvious, contrived, same old stuff, Ad Agency way - "lets bang out an "image" and hope the punters respond."

True creativity needs a lot...
Forum: Copywriting 11th June 2020, 05:39 AM
Replies: 77
Views: 1,404
Re: Share With Us One Secret You Are So Proud To Know About Writing Good Copy

Ahhh the elusive secret.

There are a few - but the main one - which most advertisers miss by a country mile is...

It's not about you, it's not even so much about the product (of course it...
Forum: Copywriting 28th May 2020, 03:51 PM
Replies: 25
Views: 486
Re: How Gary Halbert and an empty coffee cup got me a job

There is - or can be - a lot of psychology - about grabbers.

What to use, how best to use it, does it add value, is it a surprise, does it make them laugh, has it got a shock effect, a relatable...
Forum: Copywriting 28th May 2020, 12:54 PM
Replies: 25
Views: 486
Re: How Gary Halbert and an empty coffee cup got me a job

I could be wrong... (be an interesting "test" campaign).

But if you sent out your rather unique grabber.

You might be able to add 15% to the copywriting fees.


Steve
Forum: Copywriting 28th May 2020, 11:37 AM
Replies: 25
Views: 486
Re: How Gary Halbert and an empty coffee cup got me a job

Over the years I've used many grabbers - they always bumped up the response.

One was similar to Gary's dollar bill - and yes, I got the idea from him (in the days when the "GH Letter" was sent by...
Forum: Copywriting 21st May 2020, 03:23 AM
Replies: 137
Views: 1,829
Re: "AIDA is it still a viable way of structuring a pieceof writing or are there better one's to use

When writing an attention grabbing headline.

I often adapt with great care.

Probably the best headline ever written - by the late great Jim Rutz.

"Read This Or Die"


Steve
Forum: Copywriting 19th May 2020, 03:13 PM
Replies: 15
Views: 252
Re: Minimalism

And the best Ads ever written had those 2 elements.


Steve
Forum: Copywriting 19th May 2020, 02:06 PM
Replies: 15
Views: 252
Re: Minimalism

Very good points Claude.

Another angle would be -

A frantic mom dashes into your store and howls -

"My demented Mother in Law - (she never stops telling us how important really good "stuff"...
Forum: Copywriting 17th May 2020, 09:20 AM
Replies: 15
Views: 252
Re: Minimalism

Hey Promo,

I could have written exactly what you said!


Steve


P.S. Also when I'm staring intently at a blank doc... waiting patiently for the words to come hither.
Forum: Copywriting 16th May 2020, 03:44 PM
Replies: 15
Views: 252
Re: Minimalism

I remember John Carlton saying (he may have been quoting Gary Halbert)...

When writing copy -

"Just sell the damn thing!"


Steve
Forum: Copywriting 16th May 2020, 11:41 AM
Replies: 15
Views: 252
Minimalism

I probably shouldn’t be posting this because it doesn’t answer the key copywriting question - “wtf Steve - Who Cares?”

Anyway...

I’ve always been a minimalist.

No reason.

Just an inherent...
Forum: Copywriting 15th May 2020, 03:37 AM
Replies: 3
Views: 168
Re: Copywriting Checklist

There is no single definitive copywriting checklist.

You always want to seek better ways in composing your wondrous words. You never want to sound like everybody else.

Usually copy should have...
Forum: Copywriting 14th May 2020, 09:38 AM
Replies: 13
Views: 306
Re: Copywriting Niche Question.

It's true, it's true!

What I say to the initial anti flyer and postcard marketing clients is...

It's cheap! (lol) - no I save that pearl of wisdom till later.

I start by saying - it's almost...
Forum: Copywriting 14th May 2020, 04:41 AM
Replies: 13
Views: 306
Re: Copywriting Niche Question.

Aww - thank you Bianca and a very warm welcome to the illustrious copywriters forum.

Last time I heard such kind words - well they sort of originated around 1987(ish).

Back then, the esteemed...
Forum: Copywriting 13th May 2020, 11:10 AM
Replies: 13
Views: 306
Re: Copywriting Niche Question.

Great advice from the good people above.

I would suggest - be a niche copywriter (it can even be a niche within a niche).

Why is that?

Because...

It's quicker to learn everything about a...
Forum: Copywriting 10th May 2020, 08:01 AM
Replies: 2
Views: 123
Re: Ideas for a project

I like the name - Project Time Machines.

A subhead could be - The Future You Want So Much Closer.

Anyway...

I would play around with the 3 main words.

And add a few derivatives (I got...
Forum: Copywriting 6th May 2020, 01:46 PM
Replies: 25
Views: 335
Re: Euphonics

I'm wondering if...

Taking a break from copywriting.

Princess B and you would write a dash of free style poetry.

Decide amongst yourselves who goes first.

Would be one heck of a read so...
Forum: Copywriting 6th May 2020, 12:09 PM
Replies: 25
Views: 335
Re: Euphonics

Gordon,

Thanks so much for sharing your story.

With all your "life research" you were destined to become a copywriter - don't think you had a choice!

Tell you what resonated the most.

For...
Forum: Copywriting 5th May 2020, 10:45 AM
Replies: 25
Views: 335
Euphonics

Yes, I didn't know what it stood for either (for a second I thought it was a band).

But by chance I happened to stumble across this here book -


Euphonics: A Poet's Dictionary of Sounds

...
Forum: Copywriting 27th February 2020, 04:10 AM
Replies: 32
Views: 1,465
Re: Copywriting Courses

Eons ago I "heard" about Breakthrough Advertising when it was out of print.

(legend has it - it was the most stolen book in the US libraries)

I had to wait 10 years to get a copy.

It was a...
Forum: Copywriting 26th February 2020, 11:04 AM
Replies: 32
Views: 1,465
Re: Copywriting Courses

Hi Promotional,

Yes, Mel virtually "invented" bullets or as he coined them "fascinations" - like you said - what a great word!

I've got a swipe file crammed full of his ballistic bullets.
...
Forum: Copywriting 26th February 2020, 08:38 AM
Replies: 32
Views: 1,465
Re: Copywriting Courses

Agree Agree and Agree!

This is from me who over the decades spent goodness knows what on copywriting courses.

(note from Accountant - "Steve, close to $150,000").

Didn't do me any harm...
Forum: Copywriting 6th February 2020, 02:16 PM
Replies: 28
Views: 577
Re: The Scent of a Successful Headline

Yes.

I've always liked and mainly write...


A prehead - that usually calls out to the targeted good people and their "problem"

The main headline - the bells and whistles

A subheadline -...
Forum: Copywriting 4th February 2020, 04:15 PM
Replies: 28
Views: 577
Re: The Scent of a Successful Headline

I think I know who you mean, his name might not have been "Max" but I'm not all that sure.

Could it have been Ralph Ginsburg?

Mel Martin one of the worlds best "bullet" writers (in those days...
Forum: Copywriting 4th February 2020, 12:31 PM
Replies: 28
Views: 577
Re: The Scent of a Successful Headline

Totally agree Max.

It's the old adage - every line in the copy should be designed to make the good people read the next line.

And they won't even start doing it unless the Headline "forces"...
Forum: Copywriting 4th February 2020, 11:50 AM
Replies: 28
Views: 577
Re: The Scent of a Successful Headline

Good question.

I think I read the company makes over $200 million.

That would be a lot of candles (people might get over intoxicated with the aroma of...).

But there are multitudes of other...
Forum: Copywriting 4th February 2020, 11:30 AM
Replies: 28
Views: 577
Re: The Scent of a Successful Headline

My thoughts were...

A "beauty, fashion, let's have a passionate lifestyle etc." hollywood celebrity has a good chance of selling out her candles which apparently smell like her you know what.
...
Forum: Copywriting 3rd February 2020, 12:00 PM
Replies: 28
Views: 577
The Scent of a Successful Headline

One of the great joys in the wonderful world of advertising is searching for and discovering mind blowing headlines.

Over the decades, like so many of us, I’ve built a vast collection of my...
Forum: Copywriting 3rd February 2020, 08:41 AM
Replies: 17
Views: 500
Re: CONNECTIVES: The Copywriting "Trick" To Help You Make And Complete The "Perfect" Ad:

Yes "journeys" it is.

We could say the best ads make the good people have an epic adventure in their minds.

And buying the esteemed product or service will make it all gloriously real.

...
Forum: Copywriting 3rd February 2020, 07:30 AM
Replies: 17
Views: 500
Re: CONNECTIVES: The Copywriting "Trick" To Help You Make And Complete The "Perfect" Ad:

Well...

What a bazzing thread this is.

Max on extra potency swipe files.

The Princess on literature.

An "under the radar" Halbert approved copywriter still in top gear.
Forum: Copywriting 14th November 2019, 10:15 AM
Replies: 16
Views: 359
Re: Explaining ideas better

It can also help if you use an analogy or metaphor.

Graphs or pictures can be useful.

Copywriters tend to hate the phrase - "a picture can paint 1000 words"

But sometimes it's true.

...
Forum: Copywriting 30th October 2019, 09:08 AM
Replies: 27
Views: 669
Re: Copywriters that Advocate Cold Calling

Claude,

And a very warm welcome to the wonderful world of copywriting!

What you described is mainly the "Pitch."

The next momentous task is to construct the "Offer" (certainly you'll find...
Forum: Copywriting 30th October 2019, 06:35 AM
Replies: 27
Views: 669
Re: Copywriters that Advocate Cold Calling

Just a quick note on the art of crafting the irresistible offer.

Much effort is needed - more than I ever thought - why do you say that Steve?

Because when did you last see a truly irresistible...
Forum: Offline Marketing 23rd October 2019, 11:13 AM
Replies: 8
Views: 363
Re: A look at advertising through the years

For complete books of ads thro the decades nip onto amazon and type...

All American Ads...

1900 -1919, 20's, 30's, 40's, 50's, 60's, 70's. 80's, 90's ( 9 volumes and counting).

Taschen are...
Forum: Offline Marketing 20th October 2019, 11:04 AM
Replies: 30
Views: 503
Re: Hot Prospects - Bill Good

or call every 6 weeks!

Seriously what's the worst that can happen if you call back or just call once? - any "cold calls" can be irritating to some (worse case a few expletives).

Anyway...

If...
Forum: Offline Marketing 15th October 2019, 03:48 AM
Replies: 30
Views: 503
Re: Hot Prospects - Bill Good

Alex,

I think the best "credit" to give clients is to thank them for running and paying for the campaign!

The list of reasons why they can't, can't can't afford illustrious, money making copy...
Forum: Copywriting 14th October 2019, 11:12 AM
Replies: 5
Views: 521
Re: Swipe Copy from a 30 Minute VSL

A good formula so it is.

But the vital ingredient in the wonderful world of copywriting is...

Before I reveal this magical answer - it's not so much the wondrous words, $150,000 in the guru's...
Forum: Offline Marketing 13th October 2019, 03:01 PM
Replies: 30
Views: 503
Re: Hot Prospects - Bill Good

Hi Steve,

Actually no - I was (mainly) selling Ad space (which eventually led to my copywriting career).

Way back then "Hot Prospects" was called "Prospecting Your Way To Sales Success."

I...
Forum: Offline Marketing 13th October 2019, 02:09 PM
Replies: 30
Views: 503
Re: Hot Prospects - Bill Good

Great post from Mr Whitacre.

My guess is the maths applies to most if not all sales.

So, my view is...

...to get to the exclusive 5% why bother having endless "battles" trying to handle the...
Forum: Offline Marketing 13th October 2019, 12:01 PM
Replies: 30
Views: 503
Re: Hot Prospects - Bill Good

In days long, long gone by we ran a non scientific test...

One group using Bill's methods.

The other using "I'll handle every objection do or die so I will"

As far as I can remember both...
Forum: Offline Marketing 29th September 2019, 05:50 AM
Replies: 45
Views: 758
Re: How Dead Are CDs?

Does all this mean cassettes have also bitten the dust?

Blimey, I've got Halbert and Carltons courses on them.

Trouble with downloads - despite exceptional content - it can be a touch difficult...
Forum: Offline Marketing 31st August 2019, 08:13 AM
Replies: 29
Views: 1,974
Re: Dan Kennedy about to exit if not already has

Goodness me - this is sad news.

Been applying Dan's expertise for decades - fair to say he was absolutely pivotal in making my career successful.

About 20 plus years ago I was reading one of...
Forum: Offline Marketing 28th May 2019, 06:53 AM
Replies: 26
Views: 505
Re: Pressing On Even After a Hard “No” Cold Call?

Ahh, another cold calling debate.

You either like it or you hate it.

Pro's for Like - dog cheap to do, keep dialling away and eventually get results. Have an ace opening line - if you get a...
Forum: Offline Marketing 19th May 2019, 01:08 PM
Replies: 170
Views: 3,938
Re: Is Cold-Calling Still Effective?

Agree with everything you say...

And as every "metric" is tracked which they should be (or you lose all sense of direction).

This is knowing the "numbers."

My way of explaining it is a...
Forum: Offline Marketing 19th May 2019, 03:35 AM
Replies: 170
Views: 3,938
Re: Is Cold-Calling Still Effective?

To me selling always has been and always will be a numbers game.

Of course we would very much like to close every sale - but we won't.

The way I came to terms with this was realizing that...
Forum: Offline Marketing 18th May 2019, 10:17 AM
Replies: 170
Views: 3,938
Re: Is Cold-Calling Still Effective?

One way to blast through the smokescreens of "false" No's - or any No...

Is having a spellbindingly good but short opening pitch.

Not the usual "Hi, I'm so and so, from where and where - how...
Forum: Offline Marketing 17th May 2019, 12:35 PM
Replies: 170
Views: 3,938
Re: Is Cold-Calling Still Effective?

I can often tell within a few minutes if a prospect is likely or unlikely to buy (there are exceptions and a few surprises).

But if in my heart of hearts I know that a prospect will genuinely...
Forum: Offline Marketing 17th May 2019, 07:07 AM
Replies: 170
Views: 3,938
Re: Is Cold-Calling Still Effective?

I may be absolutely wrong.

And could have cost myself gazillions.

But years ago when I was cold calling...

I never felt a sale or appointment would only be made after 3, 4, 5 or more "No's"...
Forum: Copywriting 17th May 2019, 02:15 AM
Replies: 21
Views: 432
Re: Steps to Follow After You Got Your First Client

@wratco2

Oh no not technical stuff - I've successfully avoided it for decades.

404 may be my lucky number.

But my sig line seems to be ok for me (although I'm not altogether sure what it...
Forum: Copywriting 16th May 2019, 02:06 PM
Replies: 21
Views: 432
Re: Steps to Follow After You Got Your First Client

...and don't write for free.

The copy may be spellbinding but psychologically clients won't realise it or even use it cos the cost was worthless.

(and will you really have the relentless...
Forum: Offline Marketing 13th May 2019, 07:32 AM
Replies: 170
Views: 3,938
Re: Is Cold-Calling Still Effective?

It's been many a year since I hammered away on the dog and bone (telephone).

And it took a while before I realised that "cold calling" wasn't the best word.

In essence you're mining for warm to...
Forum: Copywriting 13th May 2019, 05:21 AM
Replies: 45
Views: 2,167
Re: How to learn copywriting

Best way to become a well, highly, exceptionally paid copywriter?

Keep studying the craft.

And contact everybody you would like to write for (it greatly helps to send them a riveting sales...
Forum: Copywriting 11th January 2019, 01:49 PM
Replies: 40
Views: 899
Re: The Secret of Copywriting in 29 Words.

...Now now - there are only a few left on the esteemed copywriting forum.

I've always got along well with Max and Alex.

Can't be any real reason why they can't.

But just in case pass me the...
Forum: Copywriting 11th January 2019, 04:53 AM
Replies: 40
Views: 899
Re: The Secret of Copywriting in 29 Words.

well...would you believe it the mustard campaign has got potential.

An interesting quote from the son of the founder of Colemans Mustard.

"Jeremiah James Colman was asked how he had made such a...
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