Yesterday night I started writing a book, on copywriting. I even bought a special notebook with this amazing design on it just for the writing of this book. Now, I also dabble in fiction and poetry, and many, many times I’ve set out to write a novel or a collection of poems – but I’m 99% sure that this time I’m gonna follow through.
Especially because I have you to help keep me on track …right?
The title is Tips for Enlightened Copywriting: Writing Copy that Sells while being a Pleasure to Read
It’s inspired by Gary Halbert and Eugene Schwartz, Robert Collier and John Caples (copywriting legends if you’re not familiar with them).
It’s basically a collection of…
…highly compressed bits of information about how to write copy that’s unlike all of the “junk” out there.
The copy this book teaches you to write helps you establish a deep connection with your customers before you ever meet them. It teaches you to tap into their very core emotional needs – the need to be noticed, acknowledged, and the need to be appreciated – and how to harness that to turn them into lifetime clients who will buy from you again and again and again.
This is VERY different from the fear-based copy that’s so popular these days that makes you feel if you don’t buy the product or service being advertised, the world will end and it’ll be your fault. Or something terrible will happen to you and your family.
Don’t you just hate that kinda stuff?
If you’ve ever read copy by Caples or Collier you’ll know what I’m talking about because some of they copy they wrote was actually inspiring. And if you haven’t, hit the google this instant because you will learn so much from reading just one paragraph of these guys’ sales letters and ads.
Here’s a glimpse, a sneak peak, into what I’ve written (you’re the first to see this besides my life partner Louisa):
Tell a great story. In fact, tell an amazing story. But first, give your reader a reason to read your story.
The story you’re about to read will forever change the way you approach new clients from here on out.
Your readers have a lot going on in their lives – they are extremely busy. But this is great news, because this gives you more opportunities to connect with them. If you can specifically name just one or two of the things your readers have going on in their lives – you’re in.
Robert Collier was a master at this. He’d write letters that started something like this:
After you’ve given your kids a snack, put away the groceries, and taken a couple much needed deep breaths – come back to this letter.
Can you see how these letters, addressed to house moms, sold millions of dollars (and this was back in the early 1900s – a million dollars back then is like 50 million these days or something crazy like that).
To better writing, and a better everything,