Welcome back!Harlan Kilstein posted a couple of videos today. They’re both worth watching. You can sign up for his mailing list on the first one. The first is his commentary on a copywriting book and how NLP is addressed: http://www.nlpcopywriting.com/nlp14.html The second is a little longer where Harlan goes through all of his old weight [...]
I’ve had this nagging feeling in the back of my mind for a while now. I read blogs like James Brausch’s where he advocates creating and promoting your own products. Makes sense. And then I read posts by Ryan Healy and Clayton Makepeace and it seems like everyone is jumping on the bandwagon. Unless you [...]
When I was a medic in Afghanistan, I observed something that I’ve thought over often. I worked in the field hospital. We got Americans, locals, pretty much everyone. We got every kind of injury too. On one occasion, we got some American soldiers who’d gotten the worst of an IED attack. Two were in our [...]
One of the fabled 4 U’s according to Michael Masterson’s copywriting course is ultra-specificity. The others are urgency, usefulness and unique in case you were wondering. That’s the rule. Sometimes it’s appropriate to break the rules. The big question is how. NLP breaks this rule by saying that if you leave certain things purposefully vague, [...]
Here’s one more example of winning copy that works NLP into the ad. I read this letter has been a control for 17 years. I’ve received it 3 times via email that I can remember. Here’s how it goes… You look out your window, past your gardener, who is busily pruning the lemon, cherry, and [...]
I recently began negotiations with a potential client. He was an agency and his website looked pretty good. He knew of Hopkins, Caples, AWAI, etc. I wasn’t going to have to educate him on direct marketing. Big plus. From looking at his current landing page, I could tell he needed some real copywriting help. It [...]
I was reviewing a landing page and realized that many marketers fall into the same trap. Prospects want information, yes. As a marketer, it’s your job to figure out what kind and amount of information they want. Write something compelling to share a preselected solution. If you have a million different links and the call [...]
I was looking at Kimberly Seville’s lead for a recent Covenant House mailing. It’s a fundraising letter for a children’s shelter or orphanage or something. It starts with a compelling therapeutic metaphor. Lots of uses of first person narrative. When you do that, people naturally project themselves into the role of that character. I’ll quote [...]
This weekend I’m giving a short talk on "Big Picture Marketing and Irresistible Offers." It’s for my local business networking group. We meet twice a month, introduce ourselves, listen to someone talk, and talk shop. Generally, the speaker will talk about the services they provide. The longer I go, the more I find that most [...]
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