Are you struggling to learn copywriting?
Struggling to write effective copy that sells?
If so, the best way to become a better copywriter is to learn from the greatest copywriters of all time.
And there’s no one better to learn from than the man labeled – the greatest living copywriter.
Gary Bencivenga.
When I started out as a newbie copywriter, I read Gary Bencivenga’s Marketing Bullets (free online) and studied his top ads.
The lessons I’ve learned from Gary Bencivenga have resulted in thousands of dollars (over the years) and have transformed my writing & selling skills.
The same can be true for you after you learn these 5 BIG copywriting lessons from Gary Bencivenga.
But first…
For those who don’t know…
Who is Gary Bencivenga?
Gary Bencivenga, “the greatest living copywriter in the world”, is one of the most successful copywriters of all time.
He became one of the top direct response copywriters in the finance niche, writing direct mail advertisements & sales letters for big finance companies – like Boardroom.
Bencivenga has sold billions worth of products & services through his writing.
Why Should You Learn Copywriting from Gary Bencivenga?
Do you want to become a top-paid copywriter?
Well, if you do, studying “the greatest living copywriter” is an absolute must.
Unlike other copywriters, Gary does not have many books or courses available on the web.
Why?
Because he did not want to create “rival gunslingers.”
His copywriting secrets were too valuable to give away to his competition.
However, Gary Bencivenga retired years ago.
And after retiring…
He revealed some of his most potent copywriting secrets to the world.
Here are two VERY valuable copywriting resources from Gary:
Gary Bencivenga’s Infamous “Farewell Seminar” (sold as a $5,000 copywriting course):
Gary Bencivenga’s valuable “Marketing Bullets” (100% FREE):
Plus…
You’d be smart as an aardvark to read, analyze and handwrite these Gary Bencivenga ads…
Gary Bencivenga swipe file:
64 Toughest Interview Questions
How to Launch Your Own Business Ad
Do You Make These Mistakes in Job Interviews?
Millionaire Apprenticeship Program Ad
5 Copywriting Tips from The Greatest Living Copywriter
You can find these tips in Gary Bencivenga’s free online e-zine – Marketing Bullets.
I’ve expanded upon each tip and provided personal insights on how I’ve applied them to boost my copy.
#1. The Power of Metaphors
One of Gary Bencivenga’s “marketing bullets” is all about metaphors.
More specifically:
How to use metaphors as a kickass persuasion tool.
It’s easy.
All you gotta do is follow this simple formula…
The point you’re trying to make + add a metaphor.
Here are a few examples to sharpen my pencil:
This man is as dumb as a pile of sticks.
Her teeth are sharper than a katana sword.
The sky is grayer than my grandpa’s beard.
So simple. So clear. So effective.
The more metaphors you use, the easier it is for your readers to understand your message and key sales points.
Not only are metaphors extremely easy for us to understand but they also tap into our psychology faster than a flying bullet.
We are hard-wired to be entertained, persuaded and educated by metaphors.
They work like magic to get your point across in a persuasive way, no matter how simple they may seem.
#2. The Red Shirts Phenomenon
This is one of my favorite lessons from Gary Bencivenga.
It expands far beyond writing copy.
You see, in one of Gary’s Marketing Bullets, he explained his Red Shirts concept.
It went something like this:
Imagine you’re at a baseball game…
Take a good look at the crowd.
Now…
Tell me, how many people were wearing red shirts?
Silence.
Now, look at the crowd again and tell me how many red shirts you see.
All of a sudden, your eyes are locked in on countless red shirts.
Point is…
When you focus on something, you begin to notice it more frequently.
This concept can be used to improve your writing skills.
Here’s how:
Throughout your day, have your antenna out, scanning for new marketing ideas, fascinating stories, persuasive headlines you see on billboards, social media, magazines, etc., advertisements that persuade you to buy, emails that get you to click a link, and so on.
I do this all the time.
Especially for writing emails.
I pay special attention to stories, hooks and ideas that I can use in my daily emails.
Big takeaway:
Our minds can only focus on a few things at once.
If you choose to focus your attention on what you are trying to achieve – write better copy – you will start to notice tons of helpful ideas & concepts all around you.
Your mind will act as a red magnet, pulling new money-making ideas to you with Hulk force.
And if you’re bright, you’ll use them in your copywriting to boost response.
#3. The Secret of How to Sell Anything
Failing to get desirable results for clients?
Struggling to sell your copywriting services?
Pay very close attention to the following…
In one of Gary Bencivenga’s bullets, he revealed the NUMBER 1 secret for selling anything, to anyone…
Find out what others want and help them get it.
This simple sales secret works like dynamite for any client you are trying to acquire or any audience you are trying to sell to.
This goes off what the great motivational speaker, Zig Ziglar, once said…
“You can get anything you want in life if you help enough other people get what they want”
Gary expressed how ignoring this simple human law is the BIGGEST cause of marketing failure.
That thousands of smart entrepreneurs (including freelance copywriters) have failed miserably simply because they sold something THEY wanted to sell, rather than selling something that people wanted to buy.
When you’re writing copy, write for your TARGET AUDIENCE.
And only them.
Remove ego and opinions from everyone else except your market.
Find out what your market wants, through research, and help them get it – by persuading them to try your product or service. (Notice how I say “try” instead of buy? Asking readers to try out your product, at your expense, removes risk and is 10x more convincing than asking them to buy.)
#4. A Gifted Product is Mightier than a Gifted Pen
Believe it or not, copywriters are not wizards.
Yes, the best copywriters do create magic with their words.
But the source for their magic has to already exist.
It has to already exist within the product you’re selling.
Meaning:
You can have a “gifted pen”… use all the sales, copywriting and persuasion tricks in the book… but none of that matters if you don’t write for a “gifted product” – a product that people WANT.
There has to be an already existing demand for the product you’re writing about.
You can write the best copy in the world, but if you are writing to readers who are not interested in the product you are selling, you will always struggle.
This all goes back to your market.
The easiest way to succeed as a copywriter is to write to a red-hot market that is starving for the product or service your client is selling.
If they are, then your job as a copywriter is easier than stealing candy from a baby.
In fact, if your client has a “gifted” product, it’s almost impossible NOT to write blockbuster ads – even if you’re a raw beginner.
#5. Because
Gary Bencivenga is called the world’s greatest living copywriter… BECAUSE he has sold more products than anyone else in his industry.
If I left out the second part of the above sentence (starting with the word – “because”) it would not be very believable or impressive.
However, because I gave a reason WHY he is considered to be the greatest copywriter, this made my claim much more believable.
Gary stressed the importance of making your claims believable by using the power of “reason why” copy.
It’s really simple…
Instead of throwing claims against the wall and hoping they stick, inject selling steroids into each of your claims veins by providing a detailed reason WHY your claim is true.
The easiest way to make your claims instantly more believable, and convince prospects to buy from you in droves, is to sprinkle the word BECAUSE right after you state a claim.
In Robert Cialdini’s book, Influence: The Power of Persuasion, he explained how using the word “because” after making a claim boosted the effectiveness and believability of the words that preceded them.
The fascinating thing is…
What you say after “because” isn’t all that important because the word “because” is a trigger word that automatically bypasses our skepticism.
With all the copy you write, make sure you add reasons WHY to every claim you give. And the easiest way to start is to load your copy up with “because”.
Conclusion
If you use these 5 copywriting secrets, you can explode your income almost instantly.
I’ve personally experienced this.
Also…
Make sure you study Gary Bencivenga’s ads and Marketing Bullets E-zine – there are 100s of golden copywriting and marketing lessons packed inside his powerful teachings.
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