Writing out great copy by hand can do wonders for improving your copywriting skills. But something I learned from John Caples in an obscure article he published long ago in Printer’s Ink may be even better. And that is: Take a piece of great copy, study it, outline it, and then, only referring to the outline, attempt to recreate it (or parts of it). [...]
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I first met John Carlton a few decades ago, when I was invited to be on the faculty of Gary Halbert’s infamous seminars in Key West. The sessions invariably culminated in nocturnal revelries through the streets – and, most importantly, the bars – of Key West. I learned a lot from the legendary Gary Halbert. But I may well have learned even more from [...]
If you've seen my recent posts, we’ve been talking about ways of adding dimension to copy. And Alessio Cozzolino asked me a very good question on Facebook: "What exactly are the most important dimensions of copy?" Here are some I believe can transform your copy from flat and boring to 3-dimensional and compelling. Emotion – Talk about or evoke love, hate, anger, joy. Emotions [...]
I got a ton of great feedback from my post about making copy more 3-dimensional. One reader even said they were going to print it out and pin it to their wall! (That made my day.) So I wanted to do a short follow-up and tell you about a quick and easy way to instantly add two dimensions at once to your copy: emotion [...]
Early in my direct response copywriting career I was fortunate to work under one of the greats: Jim Rutz. Jim was one of the most in-demand copywriters in the world. Clients would wait up to a year for him to put his pen to work for their products. That’s why he was able to charge some of the highest fees of any copywriter — [...]
Have you heard the bad news? A few years ago it was discovered that most people have the attention span of a goldfish. But that’s no longer true! According to a new study done by Microsoft, the goldfish now have us beat by a second. That’s right, the study concluded that the attention span of a goldfish is 9 seconds – while people generally [...]
got copy? For years the American Dairy Association tried to drum into consumers’ heads that “Milk Does a Body Good.” The results were bad. Then, a brilliant ad campaign playfully promoted milk by reminding us of how awful life is when you run out of it. “Got milk?” it asked. If not, that peanut butter sandwich just sticks to the roof [...]
A-List Copywriting Secrets, my brand-new copywriting course, reveals how to write better copy that gets response and sales – or get better copy from staff or freelancers. Click here to watch a free excerpt. Copy Quickstart is a once-in-a-lifetime series of interviews with 18 of the world’s top copywriters and marketers, which may be just what you need to propel [...]
About David L. Deutsch David L. Deutsch is a world-renowned direct response copywriter, marketing strategist, author, and copywriting coach. In addition to creating winning promotions from scratch, he often works with clients and writers behind the scenes to turn under-performing promotions into winners. David started at Ogilvy & Mather on Madison Avenue, working with clients such as Merrill Lynch, General Foods, and American [...]