I know I said this next post would be about “Marketing Lessons From Starbucks”, but I’ve just come across a resource that will be very valuable for you, particularly if you’re a copywriter.
Rich Schefren is a guy well worth listening to when it comes to business and marketing. I first came across Rich back in 2004 when I was participating in a marketing program run by Jay Abraham, Stephen Pierce and Rich. At the end of program seminar, Rich was easily the stand out speaker. Don’t get me wrong, Jay and Stephen were (and are) fantastic but Rich stood out with his clarity of thought and power of his presentation.
Anyway, Rich has a blog called “Strategic Profits” and he provides a ton of very valuable content. He’s just posted a free report called “Phrases That Keep Attention” and if you’re a copywriter this is well worth grabbing and adding to your copy “Toolbox”.
The report is a swipe file of “Bucket Brigade” words and phrases. These are the short phrases like “But that’s not all…” that keep your copy flowing and your prospect reading. They link the different sections of your copy and keep the reader’s attention.
Ideally, you link these phrases with a following subhead. The late, great Gary Halbert was a master of this and it makes a huge difference to the readability of your copy.
Just the other day I was critiquing a letter for a friend and client who is a very good copywriter himself. One thing he had overlooked was to include enough of these “Bucket Brigade” phrases and the copy suffered as a result.
So don’t overlook these little phrases.
The report is free and you don’t even have to opt-in. It’s called “Phrases That Keep Attention – A Swipe File Of 472 Bucket Brigade Words And Phrases”. You can get it here…
(Astute readers will note I haven’t quite worked out to insert a link in the body text yet!)
OK, next post really will be “Marketing Lessons From Starbucks”!
Have a great day!