In a recent critique for a coaching client, the issue of “gap analysis” arose. Gap Analysis is something I learned in sales, and it was heavily taught by sales trainers like Brian Tracy, such as in his course “The Psychology of Selling.” Gap Analysis is an immensely powerful selling technique. It’s also an important feature […]
Some people don’t mind hard-hitting copy, while others prefer newsy copy. Some people prefer long copy to get as much information as possible, others prefer short, brief, to-the-point copy. Some like drama, stories, and testimonials; others data, statistics, and facts. Does it all matter? Absolutely. What makes one style of copy more favorable than another? […]
A few years ago, something happened that provided incontrovertible proof of an infallible rule in copywriting. I knew it all along but never saw it proven to me in such a personal and direct way. The one element that can transform flimsy, “yeah-right” copy into a sales-inducing powerhouse, is proof. Besides poor targeting, lack of […]
If you’ve been a student of marketing for some time, then I’m sure you’ve heard of the saying: “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.” That quote by Theodore Levitt is probably one of the most quoted passages in marketing in trying to explain the difference between features and […]
One of the most venerable and common elements of good salesletters, following the headline, is the postscript or “P.S.” at the end. The end of every great sales letter should be capped with a strong P.S. We are often told that the P.S. is the second most read part of a salesletter, because after reading […]
Part of my job as a copywriter includes, from time to time, creating names for businesses, products, and services. Choosing a name may be the single, most important business decision you will ever make. We are constantly bombarded with marketing messages. Limited by people’s very short attention span, your marketing message has to be effective […]
In 2005, I held three rarely given teleseminars with Gary Halbert and John Carlton. In this one, John Carlton shares timeless top copywriting lessons for free.
In 2005, I interviewed Gary Halbert and John Carlton. Just a year before he passed away, Gary Halbert shared his best, timeless copywriting lessons for free.
In 2005, I interviewed Gary Halbert and John Carlton. In this second call with Gary Halbert before he passed away, he offers more timeless copywriting tips.