DECEMBER 2008
Greetings & Salutations:
Nearly 30 years ago, I was a guest panelist at a seminar about
"Writing for Profit." -- All day long, the speakers
had told the attendees all about how to submit their written
works to editors and publishers ... what to expect in a publisher's
contract ... how to prepare a writer's proposal ... primarily
focusing on how to "sell" what the attendees had written.
At the end of the seminar, a panel of five "successful
writers" ... including me ... was introduced, with a list
of each writer's works and their individual accomplishments given.
The first few questions from the audience were nothing more
than a rehash of some of the information provided during the
day. Then, a young man stood-up in the back and said ...
"All day long, you've been telling us how
to sell our written works - but - how do you learn how to write
to begin with?"
After the other panelists finished recommending English composition
classes; espousing the merits of good grammar and syntax; and
advising him to "just keep writing, you'll get better,"
it was my turn.
My answer was ... as usual ... short and to the point ...
"Read!"
Then, I had to explain what I meant.
If you want to be a Science Fiction writer, read every science
fiction short story and novel you can find. Immerse yourself
in the type of writing you want to do. Spend 80% of your
time reading and 20% of your time writing "sequels"
to the stories you have read.
Today, the young man who asked the question is a highly-paid
writer ... with a host of articles and books to his credit. --
Last time I spoke to him, he thanked me again for my simple advice.
With that said, I am now going to answer those of you who
have persisted in asking me ...
How To Write Better Ad-Copy
Right now, you're probably thinking, "Now he's gonna
tell us to read all the books we can find on copywriting."
Wrong, paperback-breath! -- The first thing I'm gonna tell
you is -- after you've read all those copywriting books for general
knowledge; like learning English composition, grammar and syntax
-- throw away those books and ...
Read The Ads!
That's right. -- If you are going to write an ad to sell your
"fancy-dancy fishhooks," gather together every ad you
can find that offers fishhooks, fishing lures, fishing poles,
or, even, fishing boats. -- Read them ... reread them ... and
read them some more. -- Don't even try to do any writing.
Just read the ads!
Again, you're probably thinking, "That's old hat.
Everybody tells us to keep a swipe-file of ads offering products
similar to our own, then use those ads to write our own ads."
Wrong, again, copycat-litter-breath! -- If you only use your
swipe-file to makeup copycat ads, you will be committing ...
The Biggest Mistake Made By Beginning Ad-Copywriters!
Unfortunately, most beginning ad-copywriters take a successful
ad ... offering a product similar to their own ... and simply
change a few words in the headline, rewrite and rearrange the
paragraphs, maybe put in an extra "bonus" of some kind,
and try to use it to sell their product.
Think about it! -- That would be like copying "Moby Dick"
by changing the whale to a great-white buffalo ... moving the
action from the ocean to the great plains ... and making Captain
Ahab a Buffalo Hunter with a missing arm. (Don't laugh.
It's been done ... starring Charles Bronson, if memory serves.)
-- No matter how well done, it would still only be an imperfect
imitation.
In the business opportunity field, one of the most successful
ads of all time was Joe Karbo's "Lazy Man's Way To
Riches" ad. -- Can you imagine how many times that
ad has been adapted, rearranged and enhanced to sell someone
else's opportunity information? -- Some of the adaptations may
have had some success but, just a few weeks before he died, Joe
Karbo himself lamented to me that none of his copycat-ads; copycatting
his own ad, had ever been successful.
Do the same thing I told the young would-be writer to do to
learn to write, spend 80% of your time "reading" ads
offering products similar to your own. Then ...
Spend 20% of your time writing "sequels"
to those ads.
The dictionary says a "sequel" is "A literary
work complete in itself but continuing the narrative of an earlier
work."
Where most of the ads that just copycatted Joe Karbo's "Lazy
Man's Way To Riches" ad were failures, or only had limited
success, over the years I have written no less than five "sequel"
ads that produced significant revenue for me. (One of them
is the ad for my "How To STRIKE IT RICH" book ... .)
-- I never tried to "copy" Joe's ad, just continue
his narrative to a different conclusion ... my product.
Use your swipe-file the same way. -- Read and reread those
ads until you have a complete story of the similar products being
sold. Set those ads aside and don't even think about looking
at them while you write your own ad. -- Don't try to "copy"
the ads you've read ...
Write a "sequel."
Let your ad-copy continue from where the other ads ended.
If you aren't happy with your first results, do it all over
again ... read the ads again ... set them aside again ... write
your "sequel" again. -- Keep looking for more and more
ads offering similar products to add to your story line ... immerse
yourself in those kinds of ads ... to the point of drowning in
ad copy. Then, lay those ads aside and write your "sequel"
ads.
As your "sequels" get better and better, your income
will get bigger and bigger.
Now, I'm gonna tell you ...
The Greatest Unwritten Secret to Successful Ad-Copywriting!
Although I have read literally thousands of books, booklets,
reports and articles about ad-copywriting, I don't recall ever
reading the "secret" I am about to tell you.
When you write your "sequel" ads ...
Use The Words In Your Ad To
Attract The Kind Of Customers You Want To Keep
The best way to explain what I mean is by illustration. --
Here are two different headlines for an "opportunity"
ad ...
Earn $10,000 Per Month
Get $10,000 Per Month
It may appear, at first reading, that both headlines offer
the same type of opportunity - but - read them closely.
The first headline begins with the word "Earn."
-- To the reader, that means some "job" or "work"
must be performed in order to "earn" the $10,000 promised.
Compare that to the second headline which starts with the
word "Get." -- That leads the reader to believe that
little, if any, "work" is involved in "getting"
the $10,000.
Believe it or don't ... the readers don't even realize that
they are making that subtle distinction. Their reaction
to the headline is ingrained in their "subconscious."
Using the word "Earn" you will attract the kind
of customers who don't have a subconscious aversion to work.
-- Using the word "Get" you will attract more people
who are looking for something for nothing ... by "getting"
their share of the "free lunch" that might just exist.
Which brings me to an observation about ...
Ad-Copywriting Books
Over the past 30 years, I have watched an ever-increasing
proliferation of books about ad-copywriting. Unfortunately,
all too many of those books are just compiled from older, well-written
books on the subject - but - with one BIG difference.
The compilers of those books believe that, in order to "sell"
something, you have to "trick" the buyer into
buying. So, they take legitimate advertising techniques
and read into them an implied deception. In effect, the
assorted fools who compile books corrupting viable advertising
principals lend credence to the journalistic attitude that advertising,
by its very nature, is evil.
Although I am adamantly opposed to book burning ... any book
about ad-writing that espouses any use of misleading words, deceptive
phrasing, fictitious or nebulous testimonials, meaningless hype,
or the egregious use of meritless guarantees belongs in your
backyard incinerator, not in your business library.
If you have to "trick" your customers into buying
from you, neither you nor your product deserve anything other
than my contempt.
Can you stump the old master? --
Betcha can't!
Over the past 50 years (man and boy), I have made bundles
of money in direct selling, service contracting, wholesale merchandising,
entertainment (I was a professional Trumpet player, vocalist
& Radio Announcer), freight forwarding, import/export, retail
merchandising, warehousing, real estate, electronics manufacturing,
finder's fees, closeout merchandising, financial brokerage, business
consulting, steel fabrication, gold and coal mining, offshore
banking, mailorder, writing, and publishing. -- That being the
case ...
No matter what business you're in ... whether you're just
starting, well on your way, or at the top of the heap ... I've
probably been where you are, done what you are doing. -- So ...
Anytime you have a question about 'how' to do something in
your business - or - if you have any comments about anything
I've said in issues of this e-Letter; or if you want to add your
2 cents worth ... just "ask" me or "tell"
me.
Send your Questions, Comments or 2 Cents Worth
to ...
with "Question" - "Comment"
- or, "2 Cents Worth" in the SUBJECT.
If I, personally, don't have an answer to any question you
may ask, I will contact some of the professionals in your field
of endeavor (I will probably know one or more personally) to
get the real 'skinny' for you.
Note: If you want to ask a question anonymously
just tell me so when you send in the question. -- Nobody but
you and I will know who asked the question.
Copyright - 2008, J.F. (Jim) Straw. All rights reserved.