Long Live the King

Even if you never plan on writing your own advertising copy, you MUST understand the fundamental rules of writing effective copy.

Learn It or Perish
The 10 Golden Rules of Power Packed Copy!

1. Start with the prospect. Many beginning direct response copywriters make the mistake of spending too much ink touting the product, describing all its features at length and in detail.

2. Long copy out-pulls short copy. This principle is highly controversial. Many Internet copywriters believe that the nature of the Internet-which makes it necessary for prospects to read copy on a screen-favors short copy.

3. When it comes to long copy, the lead is 80 percent of the game. A typical direct-mail or e-mail promotion has three parts: the lead, the body, and the close.

4. In crafting a lead, stick with the proven six. There are dozens of ways to begin a long-form sales letter, but in the history of direct response, six have dominated.

5. All leads range from being very direct to very indirect. Direct leads are those that are obviously sales pitches.

6. Given two offers with equally strong leads, the one that is well-balanced will do better. A well-balanced offer has four aspects: idea, benefit, credibility, and track record.

7. When composing headlines and bullets, details matter. Make your headlines and bullets more powerful by focusing on what we call "the four U's":

8. Every product needs a unique selling proposition (USP). Essentially, the USP is what makes your product stand out from the competition and gives your prospect a good reason to buy from you.

People who should listen to this show are entrepreneures