Archive for November, 2008
Copywriting Great Gary Halbert On Mindset
Posted by: | CommentsWhile I was checking out the new series of “Boron Letters 2.0″ last week, I noticed another article in the Gary Halbert Newsletter archives titled “Mindset”.
This looks like it might be a draft “from the archives” because Gary’s son Bond has added some notes.
It contains a typical Halbert story with a message…
Copywriting Notes – Makepeace And Bencivenga Part 1
Posted by: | CommentsOne of the aims of the “Copywriting Notes” series of posts is to look further into the mindset that’s required to be a successful copywriter.
You see, to be a successful copywriter yourself, you need to be able to think the way top copywriters do.
The best way to learn to do that is to spend one-on-one time with a top copywriter.
Failing that, reading interviews is one alternative that will give you some insights and clues as to the working of the mind of superstar writer.
That’s why I’ve decided to publish this interview between Clayton Makepeace and copywriting legend Gary Bencivenga.
Two copywriting giants at the top of their game talking about the craft they love.
You can’t help but pick up vital success clues.
It’s in 6 parts and I’ll be posting one section each week for the next 6 weeks.
I remember when this was first published thinking how valuable many of the insights were and how they discussed things that aren’t usually talked about too much.
So, highly recommended and hope you enjoy the interview.
This first part is mainly an introduction with a little bit about Gary’s background.
Over to you Clayton…
A Single Letter Can Make A Difference In Copywriting
Posted by: | CommentsYou’re probably familiar with the idea that in copywriting every word counts.
But how about the difference a single letter can make?
There’s a fairly famous case…
Great News For Copywriters…
Posted by: | Comments…and all Direct Response Marketers.
Bond and Kevin Halbert, sons of copywriting great Gary Halbert, have announced three exciting new developments concerning the work of their late father…
How A Top Copywriter Views Research…
Posted by: | CommentsNot me, but superstar copywriter Clayton Makepeace.
Research is one of those unglamorous but absolutely crucial stages in producing sales-pulling copy.
The more effective your research, the better chance you have of coming up with a killer hook or USP.
Clayton’s latest blog post “Turning Research Into Gold” provides a case study on how the “Master” approaches the task.
Don’t miss the link to the finished sales letter that’s near the end of the post. One worth noting for your swipe file.
Your Feedback Is Welcomed…
Posted by: | CommentsOne of the guiding principles of Direct Response Marketing and Copywriting is to listen to your audience and get feedback where possible.
I’ve just added this blog to “Blog Catalog” and over in the left hand column (sidebar) you’ll see a little button with “Rate My Blog”.
It will take just 2 clicks to give your opinion and I would welcome your feedback.
(Re the rating scale, 1= “Kev, this is terrible!” to 5 = “Kev, this is the best!”)
And if you have the time to leave a comment, that would be much appreciated.
I’m interested to know what sort of topics and posts you find most interesting and useful. For example, what do you think about the “Scientific Advertising In The 21st Century” series of posts?
“Scientific Advertising In The 21st Century” – Part 15 “Test Campaigns”
Posted by: | CommentsIf there is one idea that justifies the use of the title “Scientific Advertising” by copywriter Claude Hopkins it’s this…
“Almost any question can be answered, cheaply, quickly and finally, by a test campaign. And that’s the way to answer them – not by arguments around a table. Go to the court of last resort – the buyers of your product.”
Now, I’d suggest that the buyers should be the court of first resort (not last!), but that’s a quibble.
In chapter 15 of his classic copywriting book “Scientific Advertising”. Claude Hopkins discusses two ways to use testing…
Read More→
Copywriting Notes – A Tip From Pulp Fiction
Posted by: | CommentsOne copywriting blog I love to read is Ben Settle’s “Copywriting Grab Bag”.
Might have something to do with Ben and I sharing a love of movies and drawing out copywriting and marketing lessons from them.
He has a great post up called “Pulp Fiction’s Secret Marketing Lesson”.
In the post he gives you a big tip about how to make your services as a copywriter more valuable…
“Scientific Advertising In The 21st Century” – Part 14 “Getting Distribution”
Posted by: | CommentsChapter 14 of the Claude Hopkins copywriting classic “Scientific Advertising” is all about getting the product to the customer – “Getting Distribution”.
Now, for the classic direct response marketer or someone doing business on the internet, this subject may seem of little or no interest.
But there are 2 reasons why this may be useful…
Read More→
How The Once Mighty Are Fallen…
Posted by: | CommentsReceived a solicitation from Amex yesterday for a Gold Card.
Now, in my humble opinion, the classic “Quite frankly” Amex letter is one of the all time great pieces of direct response copywriting. Lost count of how many times I’ve written it out longhand.
So it was with a great sense of disappointment…
