I believe one of the best copywriters who ever lived was Gary Halbert. He wrote some of the most profitable letters and space ads on history. And, on top of all that, he was a fantastic teacher of copywriting as well.
Gary was all about leveraging resources to make life easy. For instance, imagine you decide to write a book about getting healthy and fit.
How could you make things easy on yourself?
Would it be a good idea to get a degree in a health and fitness field? Would it be a good idea to take years to study the subject? Would it be a good idea to find the best health and fitness product? No. An easier strategy exists to get your hands on the best health and fitness information available. And you won't have to do all the work on your own.
Instead of doing things the hard way, Gary would recommend you go out and buy the top selling books and ebooks on dieting. Then you clam up in your office or the library and read. While reading jot down notes. Lots of them. And take out all of the unique, exclusive dieting tips, tricks and secrets in each of those best sellers.
Then you take all that information and write your own dieting book including only the unique and exclusive stuff from each book. The stuff that does not overlap. What you are left with is a compact book on dieting with all the filler taken out.
That's the way to do it.
You can do the same thing when creating advertising. In fact, this works great if you have to craft a sales message on the fly for any kind of media.
The technical term for this copywriting technique is called... swiping. And boy does it ever work! Gary even held an entire seminar on copywriting. The bulk of that seminar focused on how to swipe blockbuster ads ethically and legally.
Forget about learning how to write like the best copywriters. That takes way too much time and is unnecessary. Once you learn how to swipe putting together promotions that bring in money is much easier.
Do that and you'll experience these benefits...
** Thing's like writer's block will no longer plague you. Everything you need to begin writing a great ad will be there in the swipe. Blundering your way through thinking about what to write won't be a problem either. The swipe contains everything you need.
** Ad writing will be much faster. All you do is model your ad after the swipe. Therefore, the guessing element is taken out of the equation. It's like using a proven template to write your ads.
** The ads you write could be three times more responsive. Think about it. You are essentially modeling success. When you do that success is on your side.
So the idea is to build a swipe file and use it when creating ads.
Gary was all about leveraging resources to make life easy. For instance, imagine you decide to write a book about getting healthy and fit.
How could you make things easy on yourself?
Would it be a good idea to get a degree in a health and fitness field? Would it be a good idea to take years to study the subject? Would it be a good idea to find the best health and fitness product? No. An easier strategy exists to get your hands on the best health and fitness information available. And you won't have to do all the work on your own.
Instead of doing things the hard way, Gary would recommend you go out and buy the top selling books and ebooks on dieting. Then you clam up in your office or the library and read. While reading jot down notes. Lots of them. And take out all of the unique, exclusive dieting tips, tricks and secrets in each of those best sellers.
Then you take all that information and write your own dieting book including only the unique and exclusive stuff from each book. The stuff that does not overlap. What you are left with is a compact book on dieting with all the filler taken out.
That's the way to do it.
You can do the same thing when creating advertising. In fact, this works great if you have to craft a sales message on the fly for any kind of media.
The technical term for this copywriting technique is called... swiping. And boy does it ever work! Gary even held an entire seminar on copywriting. The bulk of that seminar focused on how to swipe blockbuster ads ethically and legally.
Forget about learning how to write like the best copywriters. That takes way too much time and is unnecessary. Once you learn how to swipe putting together promotions that bring in money is much easier.
Do that and you'll experience these benefits...
** Thing's like writer's block will no longer plague you. Everything you need to begin writing a great ad will be there in the swipe. Blundering your way through thinking about what to write won't be a problem either. The swipe contains everything you need.
** Ad writing will be much faster. All you do is model your ad after the swipe. Therefore, the guessing element is taken out of the equation. It's like using a proven template to write your ads.
** The ads you write could be three times more responsive. Think about it. You are essentially modeling success. When you do that success is on your side.
So the idea is to build a swipe file and use it when creating ads.
About the Author:
Discover How To Write Ads that make money and other direct marketing strategies by going to www.JohnAnghelache.com.
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