It’s a big reason why I got into copywriting in the first place.

To this day, I still study Gary Halbert’s ads and read his newsletters.

I recommend you do the same.

Because studying Gary’s work will quickly turn any confused, struggling copywriter into a money-making machine.

That is what this post is designed to do…

I’m going to reveal the top 10 lessons I’ve learned from studying Gary Halbert. These action-packed lessons will expand your mind and help you write better copy TODAY… if you apply them.

 

Who is Gary Halbert?

If you don’t know who Gary Halbert is, you are at a SERIOUS DISADVANTAGE to other copywriters.

Gary Halbert is probably the most famous and successful copywriter who’s ever lived.  

He’s revolutionized the copywriting industry and has birthed thousands of successful copywriters and entrepreneurs through his teachings.

Halbert began his career in the 60s as a direct response copywriter. He specialized in direct response advertising.

He has sold billions worth of products through his ads.

Including, The Coat of Arms Letter, which is the most mailed piece of advertising in US HISTORY.

Gary has a loooooong success record filled with blockbuster ads, world-famous clients and countless successful business ventures.

 

Why Should You Study Gary Halbert?

The fastest way to become a kickass copywriter is to learn from the elite few copywriters who have achieved the desirable results you seek.

Gary Halbert has proven his success as much as any other copywriter.

Not only does he write killa copy, but he is also a great teacher.

I recommend every copywriter to read The Boron Letters, The Gary Halbert Letters and to study his ads via copy practice (read them out loud, analyze them and write them out by hand – I explain how to do this in this blog post)

 

Where to Find Gary Halbert's Ads, Courses and Books

Over the years, Gary has created tons of books, courses and trainings on copywriting.

Here are a few of my favorites:

The Boron Letters

The Gary Halbert Letters

This interview he did with Michael Fortin.

In addition to reading his books, you should also study his ads…

 

10 Gary Halbert Ads Every Copywriter Should Study

• 57-Year-Old Swimsuit Model Ad
• Attractive Women in Miami Ad
• The Amazing Black Jack Secret Ad
• Face-Lift-In-A-Jar Ad
• Amazing Money Making Secrets Ad
• Weight Loss Ad
• Famous Dollar Letter Ad
• Coat of Arms Letter Ad
• Government Owes You Ad
• Social Security Ad

 

10 Copywriting Lessons from Gary Halbert to Improve Your Copywriting Skills

1. Eye Relief

In The Boron Letters, Gary wrote about the importance of providing your readers with “eye relief.”

You want your copy to look inviting and make it as easy as possible to read your message.

If you do not provide eye relief for your readers (hard to read), they will avoid reading your copy.

6 ways to provide your readers with “eye relief”:

• Add parenthesis - You can make your copy easier to read by the judicious (when it makes sense to use) use of parenthesis. Parentheses make your copy easier to read, easier to understand and provide sweet “eye relief” for your readers.
• Use short sentences & short paragraphs
• Use wide side margins & lots of white space on the page
• Use large font (18-20px on web)
• Break up text with sub-heads, images and videos
• Variety of paragraphs… mix up the length of your paragraphs & sentences. For example, break up a long 8-sentence paragraph with a 2-word paragraph.

 

2. How to Murder Writer’s Block

One of the main reasons why I’ve never experienced writer’s block in my 4+ years of writing copy is because of what Gary Halbert said in The Boron Letters.

There is NO such thing as writer’s block.

It’s not real.

The cure to this imaginary “disease” is to write.

Whenever you sit down to write, WRITE.

Write whatever comes to mind.

Do not edit.

Write fast and you’ll quickly pick up momentum. Only edit after you’ve finished your 1^st draft.

This is also the secret to becoming a better copywriter.

Write lots of copy, every single day.

 

3. Storytelling

Gary Halbert was a master storyteller.

When you study his ads, you’ll notice that 80% of them start with (and are based around) an exciting story.

Whenever studying Gary’s work, look for stories.

Analyze how he grabs your attention and keeps you glued through the fascinating stories he tells and how he effortlessly ties in his product or service at the end.

In Gary Halbert’s magnificent interview with Michael Fortin, he was asked about the power of storytelling to sell products.

Gary replied with a wild and engaging story that made me want to buy the imaginary product he used as an example to demonstrate the power of storytelling.

Listen to this interview and study how he tells this story. It’s black magic at work.

 

4. A-Pile vs B-Pile

This is one of Gary’s most famous lessons.

You see, Gary mostly wrote direct mail ads.

He came up with a genius way to get his mail delivered and read by more customers.

How?

He broke down the process that people go through when they open and read mail.

He figured out that most people open their mail next to a trash bin.

And they sort their mail into 2 piles.

B-pile: blatant advertisements that get tossed in the trash.

A-pile: personal-looking letters that get saved for later.

Gary boosted his response rates and made a king’s fortune by writing sales letters that looked personal (from the outside cover to the words written inside)

He also wrote in a very conversational tone. How a relative or close friend would write.

You can use this concept to improve your response rate on ANY platform (social media, Google, YouTube, etc.)

How?

Put yourself in your reader’s shoes.

Break down the exact process your readers go through on whatever platform you’re writing for.

Do so by consuming content on this media.

As you do…

Ask yourself:

What grabs your attention?

What kind of content gets you to stop scrolling and read more?

What makes you instantly ignore posts and scroll right past them?  

Did any content entice you to click a link? If so, why?  

Break down this process. Figure out what type of content gets people to stop scrolling, read and click on, then… model your writing off this.

 

5. Curiosity

There’s a great interview about Gary Halbert with two copywriting legends, Ben Settle and Scott Haines.

Scott Haines (Mongo) worked closely with Gary Halbert. He was one of Gary’s few protégées.

Anyway, Ben asked Scott what he learned most from Gary Halbert.

Scott’s response shocked Ben (and myself).

Gary told Scott that the number one reason why people buy is CURIOSITY.

Not self-interest.

Curiosity is the single most persuasive sales technique to use in your copy.

Curiosity works wonders because it grabs your attention and creates an intense itch that must be scratched. And the only way to scratch this itch is to buy your product.

2 best places to add curiosity:

1. Headlines/subject lines
2. Bullets

To get a full course on how to apply curiosity in your copy, and profit from it, study Gary Halbert’s ads.

Pay special attention to how Gary piques his reader’s curiosity with his headlines, stories and bullets.

Speaking of bullets…

 

6. Bullets

Another surprising lesson Gary taught was how headlines are NOT the most important part of your ad.

Bullets are.

Bullets reign supreme.

Why?

People often buy from the bullets.

In fact, many products have been sold by one bullet (out of dozens) that just “got em” (usually from piquing the reader’s curiosity).

Gary’s ads are filled to the bucket with fascinating and curiosity-piquing bullets.

I’ve learned so much on how to write great bullets from studying his ads, writing his bullets out by hand and reading these two newsletter issues:

"Let's Do The Twist"

"Meditation For Miserable People"

In this one the first one, Gary breaks down his entire process for creating powerful bullets.

And…

In the 2nd, he gives you 100s of bullets to study and write out by hand to improve your bullet writing abilities.

 

7. Keep your message SIMPLE

“No man ever went broke overestimating the ignorance of the American public.”

Gary preached how you should ALWAYS keep your message stupidly simple, clear and easy to understand (at a glance).

It’s not that your readers aren’t intelligent, but their attention runs thin.

Nowadays, we are bombarded by ads on a daily basis.

We have a million different ads, messages, notifications, fighting for our attention at once.

So, to cut through the noise and increase the chances of getting read, make your ad extremely simple to read and understand.

2 ways to achieve this…

1. Write at a 5^th grade level. Use the Hemingway app. Simply copy and paste your text into this app and it will tell you what grade level it is. If your copy is above a 5^th grade level, it’ll provide tips for making it easier to understand.
2. Use simple everyday language. Simply write as if you’re talking to a close friend at a bar.

 

8. Operation money suck

 

John Carlton (another copywriting legend) worked closely with Gary Halbert.

He shared a BIG lesson he learned from working with Gary…

The two copywriting giants were about to get down to business and start writing copy when Gary’s secretary bursts into the room with a whole bunch of “urgent” problems.

Carlton was disappointed because he was eager to start writing.

However, Gary surprised him.

He told his secretary to deal with the issues herself because he was busy bringing in the money.

The lesson?

You want to spend the majority of your time on the ONE THING that brings in the money.

For you, that’s writing copy for your clients.

Everything else can wait.

Your job as a copywriter is to make your clients rich (which in turn, makes YOU rich).

I’ve taken this lesson to heart.

I write first thing in the morning, for at least 1 hour.

I do NOT look at or reply to ANY messages from clients during this time.

When I write, I write without distraction.

 

9. The Hidden Reason People Don’t Buy

Gary revealed that there is a hidden reason why people don’t buy offers EVEN when they want the product, can easily afford it & believe all your claims.

The reason…

They don’t believe in THEIR ABILITY to use what you sell.

Maybe it’s a lack of confidence, or they don’t believe they are intelligent enough or whatever… but this poses a BIG problem for us copywriters.

Because this means you can write great copy but STILL get shit poor results.

However, there is a solution to this copywriting conundrum…

Express how easy it is to use your product and ACHIEVE the desirable results.

Give exact, step-by-step instructions and stress how the results are instant.

Also…

Motivate your readers on themselves.

The easiest way to do this is through social proof and stories.

Tell stories about people your readers can relate to who have faced similar challenges but have achieved the desirable outcomes your readers seek (despite their setbacks).

 

10. WHAT is More Important than HOW

Listen up…

This is probably the most important lesson Gary taught...

Your success as a copywriter has everything to do with WHAT you write, and little do to with how you write it.

How you write is the mechanical skill of writing. Your writing style and copywriting techniques –attention-grabbing headlines, listing all the features, adding urgency to your CTA’s, using power words, etc.

WHAT you write is based on what your market wants.

Their emotions, desires, problems, needs, etc.

You are writing to flesh and blood humans.

And the only way to write copy that gets them to read, respond and buy, is to write about WHAT they’re interested in and makes them tick.

You uncover this info from market research.

Oftentimes, if you have the right message to the right market, you can get away with crappy writing.

But you can have the best writing in the world and still flop like a flounder if you do not craft the right message.

For example:

Matt Furey (email legend) tried selling wrestling products to wrestlers. However, they flopped. Was it because of his copywriting? No. They flopped because wrestlers did not want to learn more about wrestling. Most of them were broke college kids who couldn’t care less about learning another wrestling move or technique.

How to apply this…

Find out WHAT your readers want and display it in the most persuasive way.

 

Conclusion

To get the most out of these copywriting tips…

Read The Gary Halbert Letter, The Boron Letters and study his top ads.

As you do, look for how he applies these 10 lessons.

And if you apply these lessons to your writing, I can almost guarantee you’ll transform your skills and make more money as a direct result.

Want to make more money writing for brands you love, while working less hours? Enter your email below and I’ll show you how:

 

Last weekend, I celebrated my 29^th birthday with my family at the cheesecake factory.

Had a great time… until… I was saying goodbye to everyone.

Then, out of nowhere, my “cousin” (not gonna mention who it was) pulled me aside.

She had tears in her eyes.

And asked…

“Do you hate me?”

I was flabbergasted.

Had no freakin clue what she was talking about.

Then she unloaded the chamber.

She went on a wild, emotional, and very soap opera dramatic rant about how I don’t text her enough.

She even said that I ignored her the last time we met up for dinner – which is 100% not true.

This pissed me off.

Because I was having a great time and was on my merry way to hang out with some old friends. And, not gonna lie, this kinda killed the mood (for a few minutes, didn’t let this ruin my night dough).

Then, yesterday, my mom said she was really sorry about what my “cousin” had done.

And how she does that to EVERYONE.

She starts fights & drama with almost everyone she’s ever known (including me, my dad, my sister, a handful of cousins, her “friends” and on and on and on)

She focuses on the bad things in life and trys to pull others into her orb of misery.

I’m sure you know people like this…

It’s like a bucket of crabs.

When one crab try’s to escape, the rest of the crabs pull em back down.

This crabby trait is VERY COMMON amongst family members, friends and peers.

When humans see someone they know rising to the top and doing good for themselves, they instinctively try to pull them back down to where they’re at.

I say all this because if you are desperately trying to do better, to live your dream life as a top paid copywriter who commands ultimate power, freedom and riches like a king, then I want you to jump out of the crab bucket, leave the crabs to stew in their own venom, and join a new bucket.

A bucket where only kings and queens – of copywriting – are allowed.

I want you to join us.

And as a way to “persuade” you to join, I’m giving you 7 special bonuses (worth $326) that’ll help you quickly break into copywriting, build your copywriting skillz and help you get a flood of new, higher-paying clients.

Interested?

Boogie down this way:

https://www.jeremymac.com/pages/copy-kings

To your success,

Jeremy

 

“You can always spot the pioneers by the arrows in their backs.”

William H. Calvin

 

One of the worst things a copywriter can do is try to reinvent the wheel.

This is extremely risky & time-consuming.

Instead, you’d be far wealthier by following the footsteps of the “pioneers.”

Follow the breadcrumbs that the most successful copywriters have left behind for you.

Over the last century, dozens of successful copywriters have discovered and pinpointed certain words and phrases that act as shortcuts for boosting response.

Power words that tap into your reader’s psychology” and force them to pay attention, read and respond to your advertisements.

If you use these copywriting power words you can transform your writing & selling skills – almost instantly - WITHOUT working harder or more hours.

In this blog post…

You’ll learn what copywriting power words are, why you should use them in your copy and the 363 best copywriting power words used by the top copywriters to sell like pumpkin spice latte’s in October.

 

What are Copywriting Power Words?

Copywriting power words are specific words that are designed to influence and persuade your readers.

They're not your average, dry words – they pack a powerful persuasion punch.

Over decades of hard work and thousands of scientific tests, copywriters have discovered certain words that can instantly trigger emotional responses in readers.

These power words act as handy tools in your copywriting toolbox, helping you connect with your audience on a deeper level.

They help you effortlessly grab attention, spark interest, evoke feelings, create desire and drive action.

Whether you're trying to sell a product, promote a service, or engage your audience on social media, powdering your copy with these power words can take your writing to the next level (and make you a fortune).

 

Why Should You Use Power Words in Your Copy?

Using power words in your copy isn't about being fancy… it's about getting results.

In order for your copy to get desirable results, you must tap into your readers’ emotions.

Instead of just stating information, like features & benefits, you want your writing to make people feel something – whether it's excitement, curiosity, or a sense of urgency.

Power words help you achieve this by triggering emotional responses.

What’s more effective?

“Our product helps you get more customers”

Or…

“Our product helps you attract a flood of new customers”

If you desire to get paid like a queen, while having ultimate control over your kingdom, sprinkle in as many of these copywriting power words as possible, for every project you write.

 

363 Copywriting Power Words to Explode Your Sales

20 Copywriting Power Words for Headlines (beginning)

1. Introducing
2. Announcing
3. New
4. Now
5. At last
6. How to
7. How
8. Why
9. Which
10. Who else
11. Wanted
12. This
13. Because
14. If
15. Advice
16. Discover
17. Breaking
18. [NUMBER] ways to…
19. Shocking
20. Finally

 

The 5 Most Powerful Words in Copywriting

1. You
2. Free
3. Now
4. New
5. Guaranteed

 

The 10 Most Powerful Words to Evoke Emotions of Trust

1. Assure
2. Confidence
3. Reassure
4. Dependable
5. Integrity
6. Faith
7. Loyalty
8. Steadfast
9. Solid
10. Verifiable

 

26 Power Words for Piquing Curiosity

 

1. Uncover
2. Discover
3. Revealed
4. Secrets
5. Insider
6. Untold
7. Mysterious
8. Intriguing
9. Unearth
10. Unveil
11. Clues
12. Hidden
13. Confessions
14. Behind-the-Scenes
15. Classified
16. Stealth
17. Uncharted
18. Forbidden
19. Stealthy
20. Unexplored
21. Privileged
22. Hush-Hush
23. Unseen
24. Confidential
25. Cryptic
26. Unexplained

 

 30 Power Words for Ease and Convenience

1. Effortless
2. Seamless
3. Simple
4. Hassle-free
5. Quick
6. Instant
7. Swift
8. Rapid
9. Speedy
10. Streamlined
11. Automatic
12. User-friendly
13. Smooth
14. Painless
15. Trouble-free
16. One-click
17. Straightforward
18. Convenient
19. Ready-to-use
20. Fast
21. Time-saving
22. Automated
23. Instantaneous
24. Effort-saving
25. Prompt
26. No-fuss
27. Handy
28. Plug-and-play
29. Accessible
30. On-the-go

 

40 Power Words to Use in Your CTA’s

1. Discover
2. Exclusive
3. Limited
4. Proven
5. Guaranteed
6. Results
7. Save
8. Instant
9. Unlock
10. Boost
11. Revolutionary
12. Elite
13. Premium
14. Unleash
15. Pioneering
16. Irresistible
17. Insider
18. Epic
19. Master
20. Ultimate
21. Powerful
22. Breakthrough
23. Risk-free
24. Win
25. Skyrocket
26. Transform
27. Jumpstart
28. Effortless
29. Sky-high
30. Magnetic
31. Zenith
32. Game-changer
33. Sizzling
34. Obsession
35. Fortune
36. Exquisite
37. Jaw-dropping
38. Phenomenal
39. Blissful
40. Free

 

16 Power Words for Getting Action

 

1. Act Now
2. Seize
3. Now or Never
4. Urgent
5. Jumpstart
6. Immediate
7. Pounce
8. Instantly
9. Grab
10. Quick-action
11. Get Started
12. Start Now
13. Act Fast
14. TODAY
15. Claim
16. Access

 

40 Power Words to Boost Discounts and Sales

1. Exclusive
2. Limited-time
3. Flash Sale
4. Unmissable
5. Bargain
6. Savings
7. Discounted
8. Clearance
9. Special
10. One-time
11. Irresistible
12. Knockdown
13. Mega
14. Rock-bottom
15. Blowout
16. Price Drop
17. Markdown
18. Clearance
19. Lowest Price
20. Best Value
21. Last Chance
22. Super Sale
23. Limited Stock
24. Massive
25. Reduced
26. Steal
27. Hot Deal
28. Lowest Ever
29. Final Clearance
30. Save Big
31. Mega Deal
32. Red Hot
33. Insane Savings
34. Don't Miss Out
35. Doorbuster
36. Big Discounts
37. Jaw-dropping
38. Unbeatable
39. Price Slash
40. Superb Offers

 

50 Action Verbs to Replace Dull Adjectives & Create Vision

1. Ignite
2. Catapult
3. Unleash
4. Revolutionize
5. Elevate
6. Transform
7. Mobilize
8. Amplify
9. Inspire
10. Captivate
11. Master
12. Conquer
13. Maximize
14. Innovate
15. Command
16. Revitalize
17. Dominate
18. Spearhead
19. Stimulate
20. Supercharge
21. Streamline
22. Propel
23. Galvanize
24. Forge
25. Revamp
26. Intensify
27. Empower
28. Uplift
29. Crush
30. Excel
31. Generate
32. Energize
33. Drive
34. Spur
35. Jolt
36. Conduct
37. Initiate
38. Pilot
39. Champion
40. Optimize
41. Pursue
42. Pave
43. Roar
44. Pulsate
45. Expedite
46. Thrive
47. Spawn
48. Foster
49. Catalyze
50. Accelerate

 

46 Power Words to Create Vision Using 5 Senses

#1 Sight:

1. Observe
2. Gaze
3. Peek
4. Scan
5. Examine
6. Witness
7. Survey
8. Perceive
9. Watch

#2 Hearing:

1. Listen
2. Hear
3. Detect
4. Tune in
5. Attend
6. Eavesdrop
7. Discern
8. Pick up
9. Catch
10. Identify

#3 Touch:

1. Feel
2. Caress
3. Grasp
4. Stroke
5. Embrace
6. Handle
7. Touch base
8. Sense
9. Fondle
10. Pat

#4 Taste:

1. Savor
2. Taste
3. Lick
4. Devour
5. Relish
6. Sample
7. Nibble
8. Munch
9. Guzzle

#5 Smell:

1. Sniff
2. Smell
3. Inhale
4. Scent
5. Breathe in
6. Whiff
7. Snuff
8. Recognize

 

11 Power Words to Replace “Want”

 

1. Crave
2. Yearn
3. Long for
4. Desire
5. Ache for
6. Hunger for
7. Itch for
8. Thirst for
9. Envy
10. Dream of
11. Lust after
    

 

13 Transition Words to Start Your Sentences

1. Anyway,
2. You know what?
3. Well, anyway,
4. Also,
5. And so on,
6. In fact,
7. By the way,
8. As a matter of fact,
9. Now,
10. Then,
11. And, of course,
12. Finally,
13. After,

 

8 Power Words to Emphasize Emotion and Impact

1. Breathtaking
2. Sensational
3. Thrilling
4. Jubilant
5. Provocative
6. Irresistible
7. Remarkable
8. Unbelievable

16 Power Words for Exclusivity and Rarity

1. Exclusive
2. Limited
3. Elite
4. Coveted
5. Prime
6. Bespoke
7. Golden
8. Invaluable
9. Legacy
10. Little known
11. Rare
12. Once in a life-time
13. Special one-time offer
14. Never seen before
15. Never release to the public
16. Hidden

 

10 Copywriting Power Words for Innovation and Change

1. Revolutionary
2. Pioneering
3. Breakthrough
4. Innovative
5. Transform
6. Pivot
7. Revamp
8. Innovate
9. Modern
10. Progressive

 

10 Power Words for Authority and Confidence

1. Proven
2. Guaranteed
3. Master
4. Ultimate
5. Expert
6. Precision
7. Authority
8. Supreme
9. Prime
10. Triumph

 

12 Copywriting Power Words for Positivity and Success

1. Success
2. Triumph
3. Victory
4. Prosper
5. Conquer
6. Thrive
7. Flourish
8. Resilient
9. Tenacious
10. Courageous
11. Brave
12. Fearless

 

Conclusion

Refer to these copywriting power words often and USE them throughout your copy.

If you do, I can almost guarantee you’ll impress clients, multiply your income and shortcut your success.

Want to become a top-paid copywriter without the costly trial & error? Enter your email below:

 

 

In 2020, I read Claude C. Hopkin’s Scientific Advertising book.

It changed the way I viewed copywriting.

Claude made it crystal clear that copywriting is not about creativity, cleverness or humor.

It’s all about results.

Your copy either made sales for your client, or failed. You either generated new leads, or flopped like a penguin.

There is no guesswork or mystery to successful copywriting.

Claude revolutionized advertising & copywriting by breaking it down into a simple scientific approach.

Many of the common marketing and advertising principles we follow today were invented and perfected by this copywriting legend.

If you follow his scientific approach taught in Scientific Advertising, you will never struggle to write copy that sells. 

In this blog post…

I’m going to cover Claude Hopkins and the top 10 copywriting lessons I’ve learned from him.

If you apply these 10 lessons, I can almost guarantee you will have a long, successful copywriting career.

Let’s get this party started…

 

Who is Claude C. Hopkins?

Claude C. Hopkins is the godfather of scientific advertising.

He was one of the greatest pioneers of direct response advertising & copywriting.

Hopkins believed advertising’s one & only goal is to sell.

Not to be clever, quirky or entertain.

Advertising should be measured by scientific tests and justified by the results it produces.

Hopkin’s data-driven approach transformed advertising as we know it, turning a once mysterious profession into a crystal clear system for advertising success.

Claude C. Hopkins worked for several ad agencies like Swift & Company and Lord & Thomas.

According to David Ogilvy (another advertising pioneer and the man Madmen’s Don Draper was based on), Claude was hired by Albert Lasker to work for Lord & Thomas in 1907… for a starting salary of…. $185,000.

$185,000 in 1907.

100+ years ago.

Any guess how much that is now?

Around $5,000,000.

Per year!

Claude C. Hopkins was paid a king’s castle because he provided superior value to the companies he worked for.

 

Where can you learn more about Claude C. Hopkins?

Claude C. Hopkins wrote one of the most influential books on advertising & copywriting called Scientific Advertising.

This is the Bible for advertisers, marketers and copywriters who want to turn words into dollar signs.

I recommend that every copywriter reads Claude C. Hopkins’s Scientific Advertising, at least 10x (I’ve read it 14 times).

(Jay Abraham, marketing legend, would only hire copywriters who read Scientific Advertising 10x.)

It’s a short read (less than 100 pages) and will transform your copywriting career if you follow his advice.

Another great book by Claude Hopkins is My Life in Advertising.

In this book, Claude walks you through his 36+ years of experience in advertising. He gives away great lessons and advertising principles to follow, based on his own results from scientific tests.

Also, with any great copywriter, it’ll pay you a fortune to study Claude C. Hopkins ads.

Simply go to swiped.co and search “Claude C. Hopkins”.

Read them out loud, write them out by hand and analyze them… line by line to uncover the psychology and direct response principles at play.

 

10 Copywriting Lessons from Legendary Copywriter Claude C. Hopkins

#1. Advertising is a Science

This is what Claude C. Hopkins is most well-known for.

Claude turned advertising from a risky gamble into a safe and surefire way to grow a business.

Before Claude stepped on campus, advertising was guesswork.

Companies were throwing mud against the wall and hoping it stuck.

And when it did, they had no clue why or how to repeat their success.

Most companies would try to sell their products through humor, quirky slogans, cleverness and entertainment.

Claude changed this.

He revolutionized advertising by establishing that advertising is a science.

It is based on fixed principles.

Through rigorous testing, he uncovered the shortest, safest and cheapest ways to grow businesses.

You can now uncover if your copy worked or not, within hours, by tracking your ads and analyzing the data.

TIP:

Make sure your clients are tracking their results. If not, you will have no real way of knowing if your copy is producing sales. If they are testing, you can quickly tell if you are helping them achieve their goals or not because you’ll have the data to prove it. When you have proof of your value, you can rightfully charge very high fees.

 

#2. The Only Purpose of Advertising

Clicks?

Open rates?

Impressions?

NOPE.

Claude C. Hopkins made it window clear that advertising only has one purpose.

Sales.

Your copy either made your clients more money or it didn’t… According to actual sales resulted from the copy you wrote for them.

And you can quickly find out whether your ad was a success or not based on the number of sales it produced.

You should strive to write copy for clients who are trying to get sales because this is the easiest way to charge premium prices.

Why?

Because you can frame your copywriting services as an investment.

Meaning:

For every piece of content you write, your client will make a positive return on investment (ROI).

When you frame your services as the value you provide clients (making them more money than what your service cost them) instead of the deliverable (5 emails, 1 landing page, 2 blog posts, etc.) you can charge a farmer’s fortune without much resistance.

 

#3. Copywriting is Simply Salesmanship in Print

If copywriting’s only purpose is to make sales, then you must become a great salesman.

Claude turned a bright lightbulb on in my brain.

He made it clear as day that copywriting is just salesmanship in print.

Good copywriting is good salesmanship.

It follows the same fundamentals, laws and principles.

The real beauty (and value) of copywriting vs traditional sales is that copywriting is salesmanship multiplied.

Meaning:

You can sell to thousands, or even millions, of people at once, with one piece of copy you write.

Whereas with traditional sales, you could only sell to 1 person or a small group of people at a time.

Not only that…

But your ad can act as your personal salesmen, selling hard 24/7, all year round.

This is another way I like to frame my copywriting services to freelance clients…

What I really provide for them is a personal salesman who works hard for them all day and all night, 365 days a year. Potentially converting new customers for them… every single day.

Woah, I’m getting goosebumps just thinking about that.

Do you see the power of this?

When you frame your services this way to clients, you can charge virtually any price you desire, as long as your copy is making them sales.

That’s why I snarf at copywriting salary “averages” and recommend every copywriter studies and writes direct response copywriting (copy that sells).

 

#4. Fine Talkers are Never Good Salesmen

 

This really stood out to me…

In Scientific Advertising, Claude explained how fine talkers make terrible salesmen.

Because they show an attempt to sell, and this creates resistance.

They create suspicion in prospects that an effort is made to sell them on other lines than merit of value.

This applies directly to writing effective copy…

Fine talking in copy:

Using big words, trying to sound sophisticated, bragging about how great your company or product is, using clever phrases, being quirky and unique, and on she goes.

Don’t write to impress, write to sell.

(By following the direct response copywriting principles.)

 

#5. Don’t Limit Yourself

2 of the most common questions beginner copywriters ask are…

“Should I write short copy or long copy”… And… “Is long copy dead?”

These are foolish questions because no salesman would ever think this way.

You would never limit a salesman to a specific number of words.

This would butcher his selling abilities.

Claude explained it perfectly…

Your message should be as long as it needs to be, and not any longer.

Do a complete selling job.

Yes, you should always write in a clear, concise and direct way, but cover all the bases.

 

#6. The Only People Who Read Your Ads

Claude expressed how no one reads ads to be entertained.

The only people who read ads are people who are interested in the product or service being sold.

When writing copy, write to your ideal buyer.

Everything you write is for this specific person.

Appeal to their interests, wants and desires and strike emotional chords with this particular buyer.

If you talk about what they’re interested in, you will NEVER bore them.

 

#7. The Biggest Reason for Copywriting Failure

 

In Scientific Advertising, Claude C. Hopkins revealed the biggest reason for advertising failures…

Trying to sell people what they do not want.

The solution…

Don’t write for a mass audience.

Write for the individual who is most likely to want what you sell.

Always study your ideal customer.

Place yourself in their shoes.

Your success depends on doing this to the exclusion of everything else.

Understand…

People are selfish.

They only seek service for themselves.

They don’t care about your interests, awards or profit.

They only care about what’s in it for them.

So…

Write copy entirely on your readers’ interests and the value you can provide for them.

Drench your copy with benefits and advantages and give compelling reasons why they should respond.

 

#8. The Importance of Headlines

Struggling to write effective headlines?

This will cure your headline troubles lickity split…

Claude wrote that the sole purpose of your headline is to pick out people you can interest.

Grab your ideal reader’s attention by adding the main emotional benefit they’re interested in and display it clearly in your headline.

Understand this…

100 years ago, when Claude wrote Scientific Advertising, he understood that people are rushed and in a hurry.

They skim headlines fast in search of one that interests them enough to read. You only have a few seconds to grab their attention.

Nowadays it’s MUCH WORSE.

We are bombarded by 10x more advertisements and messages.

So, it’s even more important to write for one specific person and to grab their attention by writing about what they are interested in most.

Find the biggest benefit and place it in your headline.

 

#9. Specificity Wins the Day

 

“Never be general, it leaves no impression.”

Claude clearly explained how superlatives and generalities are damaging to the trust and believability of your claims.

However, when you make a specific claim, it has the opposite effect on your readers.

Specific details, facts and statements are usually believed.

So…

To make your copy more believable, throw in specific details to every claim you make.

For example:

Don’t say: “Lots of people love our ice cream.”

Do say: “1,502 people have enjoyed our delicious ice cream this year.”

Don’t say: “Our supplements can help you lose weight.”

Do say: “Jen lost 67 pounds in under 9 months, after taking our supplements.”

The more specific you are in your copy, the more believable it is.

And when you state desirable claims that are believed by your audience, they are more likely to buy from you.

 

#10. Digging Up Buried Treasure

 

One of my favorite lessons from Claude C. Hopkins was from chapter 11, of Scientific Advertising.

He talked about the importance of information.

If you want to succeed in advertising, you must get all the information on your product, market, company, competition, etc.

You get this from research.

If you dig up enough dirt, sooner or later you’ll pull out a breakthrough idea that can transform your copywriting career and make you and your client dirty rich.

When taking on a copywriting project, I spend 80% of my time on research and only 20% on actually writing copy. Why? Because good copy is created BEFORE writing.

 

Conclusion

The top paid copywriters all have one thing in common…

They get desirable results for their clients.

When you take a scientific approach to writing copy, and apply proven sales principles, you will dramatically boost results for your clients.

Use these tips from Claude C. Hopkins to improve your copywriting abilities.

Plus, make sure you read his 2 books and study his ads.

Want daily copywriting tips to help you shortcut your success? Enter your email below:

 

 

 

In 2020 when I first began my copywriting career, I read 10 copywriting books.

Most of these books covered the raw basics of direct response copywriting.

However, one book stood out like a flamingo among a flock of geese.

It explained copywriting and human psychology, in extreme detail like no other book or course I’ve ever learned.

This book was called Breakthrough Advertising by Eugene Schwartz.

In it, Eugene shares his 30+ years of knowledge about advertising and copywriting.

He breaks down every aspect of what it takes to write an ad that sells like new Yeezys to teenage hype beasts.

Since reading this book (almost 4 years later), I’ve read 100s of copywriting books or courses. But Eugene Schwartz’s book, Breakthrough Advertising and his Rodale Press seminar, are both in my top ten copywriting resources.

I highly recommend any beginner (and seasoned copywriter) to get these two copywriting goldmines and study Eugene Schwartz’s work.

If you do, you can quickly gain the rare ability to write words that sell.

In this blog post…

I’m going to share 10 copywriting lessons I’ve learned from Eugene Schwartz.

These lessons are pulled from Breakthrough Advertising and the seminar he gave at Rodale Press.

I’m going to share my own insight and explain how I’ve applied these gems to improve my writing and selling skills.

If you study them and apply them, I have no doubt you can become a more persuasive and profitable copywriter.

 

Who is Eugene Schwartz?

Eugene Schwartz is one of the greatest copywriters who’s ever lived.

He started his infamous copywriting career at an advertising firm – Huber Hoge & Sons – in the mail room and quickly rose to the top of the food chain – becoming head copy chief.

In 1954, he went into business for himself & made a killing from selling products using his rare copywriting skills.

Eugene specialized in direct-mail advertising and wrote 10 books, including one the greatest copywriting books of all time – Breakthrough Advertising.

In the speech he gave at Rodale Press, he revealed he had a “hit ratio” of 85% (percentage of winning ads) which is one of the highest in copywriting history.

One example of Eugene Schwartz’s tremendous copywriting abilities was his “Read 300 Business Magazines in 30 Minutes!” ad that he wrote for Boardroom, turning them into an overnight success. Off of Eugene’s work, they’ve sold hundreds of millions of newsletters and books and are one of the most successful publishing companies of all time.

 

Why Your Writing Will Benefit from Eugene Schwartz’s Wisdom

One of the fastest ways to become a better copywriter is to study the greatest copywriters who’ve ever lived and model your writing after them.

Eugene Schwartz is definitely someone you’ll want to study.

If you have not read Breakthrough Advertising or watched his Rodale Press speech, you are at a serious disadvantage to copywriters who have.

There is an ocean-wide amount of knowledge packed inside these two resources alone that can transform your writing skills and help you earn fat checks, year-round.

These 10 copywriting tips are some of my favorite (and most profitable) lessons I’ve learned from this copywriting genius…

 

10 Tips for Writing Better Copy from Eugene Schwartz

1. The 33.33 Minute Productivity Hack

One of the reasons why Eugene’s speech at Rodale Press was so valuable is because he broke down his process for writing million-dollar ads.

He revealed the secret for eliminating writer’s block and writing EXTREMELY fast.

Whenever Eugene sat down to write, he set a 33.33-minute timer.

He wrote with intense focus until his timer screamed at him.

Then, he stopped what he was doing and took a short 5-10 minute break.

He’d get some coffee, take his dog out to do its bidness, read the newspaper, etc.

Then, once his break was up, he’d go back to writing for another 33.33 minutes.

He repeated this process until he was done with whatever he was writing.

The power of this is 2-fold…

1. Writing under strict deadlines forces you to write copy VERY FAST. Whenever I write, I set a timer (The time I set varies for what I’m writing. For example, for emails I set a 7-minute timer & for blog posts I set a 1-hour timer).
2. This creates a habit of focused Eugene shared how he learned this productivity-boosting tip from Buddhist monks. The key: write in the same location, preferably around the same time each day, and work without distraction. Quickly, you’ll build a habit of laser-focused work.

The next time you write, set a 33.33-minute timer and you’ll pound out copy much faster than you currently are now – chef’s guarantee.

 

2. Don’t Sell a Better Mouse Trap, Create Bigger Mice

 

This one’s genius…

In Breakthrough Advertising, Eugene Schwartz wrote about a common mistake copywriters make.

Often, they’ll try to sell a better mouse trap – by focusing on the product, writing about its features, benefits, USP, giving reasons why it’s better than the competition’s products, etc.

However…

You’d sell a LOT more if you simply created bigger mice. I.E., tap into your reader’s emotions and create a bright vision of their problems. Make their problems larger than life by telling personal stories they can relate to… use word images that tickle their 5 senses… use simple metaphors and analogies, and so on.

The key is to focus on your prospect, rather than your product.

Show them what their problem is, how serious it is and the consequences of not solving it NOW.

Once they realize this, then you talk about your product and demonstrate how it can help them overcome their challenges.

What’s more effective?

Reading about a mouse trap’s features and benefits.

Or…

Reading about someone in your neighborhood whose house was infected with a large family of giant mice. And how these giant mice crawled on the homeowner’s face while they were sleeping, or tore holes in their food, or pooped all over their carpet, you get the point.

See the difference?

 

3. Assemble, Don’t Create

 

During the Rodale Press speech, Eugene explained the secret to writing better copy and eliminating writer’s block.

The secret?

You do NOT write copy.

You simply assemble it.

Your job as a copywriter is to take already existing claims, features, benefits, stories, desires, fears, insecurities… and assemble them in an organized way that is most persuasive and interesting to your readers.

If you apply one lesson from this post, it should be this one.

This lesson can ensure a long and successful copywriting career for you.

Never forget it.

 

4. The “Die Hard” Lesson

During his seminar, Eugene advised his audience to go buy tickets for the new Die Hard movie.

And watch it twice (once for enjoyment, 2^nd time take notes).

Why?

Because Die Hard, and other classic action films, have cracked the code for grabbing their audience’s attention and keeping their eyes peeled for hours on end.

To maximize engagement and keep your readers interested in your writing, watch classic action films like Die Hard and model the flow & style of their movies.

The flow:

Every 10 minutes or so there is some sort of explosion, fight or shootout.

Then…

It slows down and builds the plot.

10 minutes go by…

BAM.

Another explosion.

BOOM.

Another fistfight.

Eugene modeled this action-packed flow in his copy and called it “face smashing against the windshield” copy.

The lesson:

Keep your readers hooked with nonstop “action”.

The easiest way to achieve this is to tell engaging stories your readers can identify with, use metaphors and load your copy with lots of curiosity-laced bullets.

 

5. Unlock the Power of Your Subconscious Mind

Another little-known tip for writing serial killer copy is to use your subconscious to your advantage.

Eugene broke down a very simple and easy way to unlock your subconscious to get it to feed you breakthrough ideas.

Here’s how…

Remember how I told you Eugene used a 33.33-minute timer when writing? And how he would then take a short break?

Well, another tasty benefit of doing this is to unleash the power of your subconscious.

During each break, Eugene did NOT think about what he was writing.

He focused on something else.

Like making coffee or shaving.

He explained how if you focus on something totally unrelated to what you’re writing about, your subconscious mind will sneak up and hand you great ideas.

Eugene learned this nifty Jedi mind trick from Mozart.

A big reason Mozart was able to write masterpieces – without editing – is because of his method of tapping into his subconscious.

Here’ what Mozart did…

He would play pool.

When he hit the ball, he wrote down a note.

He repeated this to write entire symphonies.

It worked like a rabbit’s foot because as Mozart focused on the ball, his subconscious mind fed him ideas.

The same is true for many of Eugene Schwartz’s successful ads.

Eugene would get his biggest breakthrough ideas while shaving, in the shower, making coffee, etc.

The next time you write copy, give yourself breaks.

(I like to take at least a few hours off in between drafts.)

When you’re on your break, do NOT think about your copywriting assignment.

Focus on something totally unrelated.

Then, when your mind feeds you a brilliant idea, WRITE IT DOWN.

It’s important to write your ideas down as soon as they pop up because ideas are like slippery fish. If you don’t write em down right away, you’ll likely forget it.

 

6. The 5 Levels of Market Awareness

In Breakthrough Advertising, Eugene Schwartz revealed the 5 stages of customer awareness…

#1. Unaware

#2. Problem aware

#3. Solution aware

#4. Product aware

#5. Most aware

Find out where your target market is on the totem pole and write copy to them accordingly.

For example…

If they are at stage 2 (problem aware), you’ll want to start your copy with the main problem. Mention it in your headline. Agitate their problem. Then mention how you have a potential solution for them.

If they’re solution aware (stage 3), you want to start with the solution to their problem and explain WHY your solution is best for them.

 

7. Fascination Bullets

 

Remember how I said your copy should “flow” like a Die Hard movie?

Well…

One of the most effective ways to add “explosions” to your copy is through fascination bullets.

• <- <- <- Bullets look like this

Eugene views bullets as fireworks.

He would constantly add fireworks in his reader’s minds through his bullets.

The best way to do this is to add heaps of curiosity to your bullets.

Eugene liked to add “almost too good to be true” bullets.

This is where you say something so fascinating that it is almost too good to be true, but you add specifics so it’s believable.

Also…

Eugene would tell his readers where they could find the answer to each bullet. Like this …. “(See page 69)”.

Adding the page number at the end makes what you write more believable.

It makes it “real” for the readers. The answer to their biggest problems & desires already exists. It is just waiting for them to be discovered. All they have to do now is buy your book and turn to this page.

 

8. Preparation Beats Skill

Eugene told a story about how Greg Blake Smith, a football coach at West Point College, once said:

“The will to win means nothing without the will to prepare.”

Point is:

The desirable results come BEFORE the big game.

They come from the prep work – practice.

The athlete (or copywriter) who prepares the most, will reap the biggest results.

Eugene preached this concept and lived by it.

He prepared before big games (before writing copy) by reading copywriting and marketing books, studying great ads, researching his product, studying and listening to his target audience, etc.

Then…

When he sat down to write…

After doing all this grueling prep work…

He gave birth to some of the most successful advertisements of all time (Eugene’s pig-headed preparation allowed him to routinely slay some of the greatest copywriters in the game).

Schwartz attributed his success to his intense preparation BEFORE writing copy.

 

9. Your Ad is a Sparkling Clear Window at the Toy Store

 

Eugene expressed how the worst thing someone can say about your copy is that you are a great writer.

You do NOT want people to even notice your writing.

If they complement your writing style, sophisticated language, impressive words, cleverness, etc. you know you’ve got a real stinker.

Instead…

Your copy should read like a vivid motion picture inside your reader’s minds.

Get them to picture how much better their lives will be after using your product or service.

Eugene Schwartz gave a great analogy to describe this…

Your copy should be like a window at a toy store.

It should be clean and clear so people walking by can see right through it and view the toys inside.

It should NOT have smudges, cracks or dirt and distract viewers.

The same is true with your copy.

You want to write in a clear, concise and easy-to-understand way so that your readers can picture what you’re saying in their minds with vivid detail & emotions.

 

10. Become One with Your Market

“God gave you 2 ears and 1 mouth.”

Talk less… listen more.

Eugene explained how being a copywriter is a lonely road because you have to remove yourself from it all.

You want to be like a fly on the wall.

And pay attention to everything your market says, does and experiences.

To write good copy, you have to get inside the minds of your market and write to them and only them.

You do this by shutting your pie hole and expanding your ears.

Eugene talked about how he would read pop culture magazines and books to get more in tune with the average reader.

Pay attention to industry news, pop culture, and water cooler conversations that your target audience is having.

Where to Learn More about Eugene Schwartz

You should read Eugene Schwartz’s books on copywriting, Study Eugene Schwartz ads, and watch his Rodale Press speech. You can find a bunch of Eugene Schwartz ads on swiped.co (simply search his name).

 

Conclusion

There’s a beautiful island of copywriting tips and secrets to learn from Eugene Schwartz.

I recommend starting with his Rodale Press speech and studying his ads.

Then, after you’ve some copywriting experience, buy his $125 book Breakthrough Advertising (it is pretty advanced and can confuse newbies).

And, of course, re-read these 10 tips and apply them to your copywriting – TODAY.

Want more juicy copywriting tips to help you earn more while writing in your Spongebob pajamas? Enter your email below:

 

 

 

Here’s a valuable lesson I’ve learned from studying some of the greatest copywriters and marketers in the game…

It has to do with learning…

Elite copywriters like Bob Bly, Gary Halbert, John Carlton and Dan Kennedy stress the importance of looking for BIG IDEAS when reading copywriting books.

They explain how 99% of the material is very similar.

However, it’s that 1% of unique info that you’re looking for.

Because one big idea can pay back your initial investment 100x over.

Over the last 4 years, I’ve noticed this to be true.

Whenever I read a copywriting book or take a copywriting course, I am looking for at least one big idea to use in my writing.

That is the goal with these copywriting quotes.

Most people think of quotes as inspiration and motivation.

However, I challenge you to uncover the BIG IDEA behind each quote and apply it to your writing.

If you do, I can almost guarantee you can earn a small fortune from just about every quote about copywriting listed below.

These quotes have the power to make you a flood of money because they are from the greatest copywriters of all time.

I’ve carefully hand-selected 50 copywriting quotes from legendary copywriters that have transformed my writing and have added thousands to my piggy bank (or more).

Alrighty, enough jib-jab, let’s get er done…

 

The 50 Best Copywriting Quotes to Help You Become a Better Copywriter

Copywriting Quotes from Eugene Schwartz

#1) "The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself, and not from the copy. Copy cannot create desire for a product. It can only take the hopes, dreams, fears, and desires that already exist in the hearts of millions of people, and focus those already-existing desires onto a particular product. This is the copywriter's task: not to create this mass desire - but to channel and direct it."

Eugene Schwartz

 

#2) "People do not buy the steel in a car, the glass in a vase, the tobacco in a cigarette, or the paper in a book. The physical part of your product is of value only because it enables your product to do things for people."

Eugene Schwartz

 

#3) “Copy is not written. If anyone tells you ‘you write copy’, sneer at them. Copy is not written. Copy is assembled. You do not write copy, you assemble it. You are working with a series of building blocks, you are putting the building blocks together, and then you are putting them in certain structures, you are building a little city of desire for your person to come and live in.”

Eugene Schwartz

 

#4) “Tap a single overwhelming desire existing in the hearts of thousands of people who are actively seeking to satisfy it at this very moment.”

Eugene Schwartz

 

Copywriting Quotes from Gary Halbert

#5) “Everyone wants to climb the mountain, but the big difference between those at the top and those still on the bottom is simply a matter of showing up tomorrow to give it just one more shot.”

Gary Halbert

 

#6) “You Must Always Find A Market First... And Then Concentrate On A Product!”

Gary Halbert

 

#7) “Therefore, truth, my good son, can be determined NOT by how people use their mouths, but rather, how they use their wallets.”

Gary Halbert

 

#8) “It takes almost the same amount of time and energy to manage tiny projects or businesses as it takes to manage massive ones… but… the massive ones are the ones which give you massive rewards.”

Gary Halbert

 

#9) "The formula for business success is simple: Find out what people want and give it to them. But, you must find out what they really want… not… just what they say they want."

Gary Halbert

 

#10) “Get yourself a collection of good ads and DM pieces and read them aloud and copy them in your own handwriting.”

Gary Halbert

 

Copywriting Quote from Drayton Bird

#11) "Your brand image is primarily an emotional construct. Emotion is probably always more powerful in swaying people than reason, but people like to be able to rationalize their choices."

Drayton Bird

 

Copywriting Quotes from Bob Bly

#12) “We are not in the business of being original. We are in the business of reusing things that work.”

Bob Bly

 

#13) “The words in your copy should be “like the windows in a storefront. The reader should be able to see right through them and see the product.”

Bob Bly

 

#14) “Experienced copywriters turn those features into customer benefits: reasons why the reader should buy the product.”

Bob Bly

 

#15) “Copywriters are salespeople whose job is to convince people to buy products.”

Bob Bly

 

#16) “People use big words to impress others, but they rarely do. More often, big words annoy and distract the reader from what the writer is trying to say.”

Bob Bly

 

Copywriting Quotes from Claude C. Hopkins

#17) “Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising”

Claude C. Hopkins

 

#18) “The best ads ask no one to buy. That is useless. Often they do not quote a price. They do not say that dealers handle the product. The ads are based entirely on service. They offer wanted information.”

Claude C. Hopkins

 

#19) “We learn, for instance, that curiosity is one of the strongest human incentives.”

Claude C. Hopkins

 

Copywriting Quotes from Joseph Sugarman

 

#20) “In the editing process, you refine your copy to express what you want to express with the fewest words.”

Joseph Sugarman

 

#21) “All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of the copy.”

Joseph Sugarman

 

#22) “You sell on emotion, but you justify a purchase with logic.”

Joseph Sugarman

 

#23) “If I had to pick the single most powerful force in advertising and selling—the most important psychological trigger—I would pick honesty.”

Joseph Sugarman

 

#24) “So your first sentence should be very compelling by virtue of its short length and ease of reading. No long multisyllabic words. Keep it short, sweet and almost incomplete so that the reader has to read the next sentence.”

Joseph Sugarman

 

 

Copywriting Quotes from Gary Bencivenga

#25) “Ask if you are giving reasons why in each of these three areas:

1. Compelling reason(s) why your product is superior to other solutions your prospects might choose, including doing nothing.
2. Compelling reason(s) to believe that what you say is true.
3. Compelling reason(s) to seize the opportunity today.”

Gary Bencivenga

 

#26) “The vast majority of products are sold because of the need for love, the fear of shame, the pride of achievement, the drive for recognition, the yearning to feel important, the urge to look attractive, the lust for power, the longing for romance, the need to feel secure, the terror of facing the unknown, the lifelong hunger for self-esteem and so on. Emotions are the fire of human motivation, the combustible force that secretly drives most decisions to buy. When your marketing harnesses those forces correctly you will generate explosive increases in response.”

Gary Bencivenga

 

#27) “Would you like fries with that?”

McDonalds (Had to add this one in here. Think: upsells)

 

Copywriting Quote from Matt Furey

 

#28). “After someone reads your subject line and opens your email, you must not take anything for granted. Your first sentence has to be powerful.”

Matt Furey

 

Copywriting Quotes from David Ogilvy

#29) “I don't know the rules of grammar. If you're trying to persuade people to do something, or buy something, it seems to me you should use their language.”

David Ogilvy

 

#30) “Where people aren’t having any fun, they seldom produce good work.”

David Ogilvy

 

#31) “What you say in advertising is more important than how you say it.”

David Ogilvy

 

#32) “Never stop testing, and your advertising will never stop improving.”

David Ogilvy

 

Copywriting Quotes from Victor Schwab

 

#33) “Advertising is nothing but an expense (not an investment) unless it gets the kind of action desired by the advertiser.”

Victor O. Schwab

 

Copywriting Quotes from Dan Kennedy

#34) “Always enter the conversation already occurring in the customer’s mind.”

Dan Kennedy

 

#35) “Gimmicks too often fail. Saying something of genuine importance and interest to the recipient usually succeeds. You say it with a headline.“

Dan Kennedy

 

#36) “All successful selling is by nature and necessity manipulative, and you must apply pressure to get decision and action.”

Dan kennedy

 

Copywriting Quotes from John Caples

#37) "If you use a poor headline, it does not matter how hard you labor over your copy because your copy will not be read."

John Caples

 

#38) "The most frequent reason for unsuccessful advertising is advertisers who are so full of their own accomplishments (the world's best seed!) that they forget to tell us why we should buy (the world's best lawn!)."

John Caples

 

#39) "The best headlines are those that appeal to the reader's self-interest, that is, headlines based on reader benefits. They offer readers something they want - and get from you."

John Caples

 

Copywriting Quotes from Doug D'anna

#40) “In copywriting, your story is your strongest marketing weapon. But beware, people cringe when you make it all about yourself.”

Doug D’anna

 

#41) “If you want to make the big money, then you must know how to walk your reader to the order form.”

Doug D’anna

 

Copywriting Quotes from Robert Collier

#42) “Study your reader first – your product second. If you understand his reactions, and present those phases of your product that relate to his needs, then you cannot help but write a good letter.”

Robert Collier

 

#43) “Lead him gently from one point of interest to another, with word pictures so clear, so simple, that he can almost see the things you are offering him.”

Robert Collier

 

#44) “There are only two reasons why your reader will do as you tell him to in your letter. The first is that you have made him want something so badly that of his own inertia he reaches out for your order card to get it. The other is that you have aroused in him the fear that he will lose something worthwhile if he does not.”

Robert Collier

 

Copywriting Quote from Leo Burnett

#45) "Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read."

Leo Burnett

 

Copywriting Quote from Michael Masterson

#46) “Great sales letters don’t tell the customer what to think … or feel … or want. They locate the prospect’s feelings, thoughts, and desires, and then stimulate them. They provoke the prospect to do the feeling and thinking on her own. In taking this indirect approach, you avoid the possibility that your prospect will take refuge in denial, and give her a chance to follow the course of her own feelings.”

Michael Masterson

 

Copywriting Quotes from Howard gossage

#47) “Nobody reads ads. People read what interests them. Sometimes it’s an ad.”

Howard Gossage

 

Copywriting Quote from Anne Lamott

#48) “Metaphors are a great language tool, because they explain the unknown in terms of the known.”

Anne Lamott

 

Copywriting Quote from Joanna Wiebe

#49) “Here’s the only thing you’re selling, no matter what business you’re in and what you ship: you’re selling your prospects a better version of themselves.”

Joanna Wiebe

 

Copywriting Quote from Jay Abraham

#50) “There are only three ways to increase your business: 1. Increase the number of clients. 2. Increase the average size of the sale per client. 3. Increase the number of times clients return and buy again.”

Jay Abraham (absolute gold for freelance copywriters)

Conclusion

Apply just one of these copywriting quotes to your writing and you can potentially double your income & explode results for your clients.

Apply all 50 copywriting quotes and you can earn 6-figures+ over your career (or more).

The wisdom inside these quotes is timeless and invaluable.

Want more BIG ideas to transform your copywriting skills and freelance business? Enter your email below:

 

 

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

Ad Agency Guarantee Ad

Shoestring Business Ad

How to Launch Your Own Business Ad

Do You Make These Mistakes in Job Interviews?

Millionaire Apprenticeship Program Ad

Kurobuta Ham Letter

 

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.

Want to improve your copywriting TODAY? Enter your email below and I’ll send you the best copywriting tips I’ve got:

 

 

In 2020, I was introduced to the wonderful & wicked world of direct response copywriting.

This is the ONLY type of copywriting that I study, practice & write.

Why?

Believe it or not, I did not become a copywriter because I enjoyed writing.

Nope.

I became a copywriter because I realized that this rare skill would open the king’s castle to endless possibilities.

By mastering the craft of direct response copywriting…

I could work from anywhere in the world, make as much money as I desired, only work on projects I’m most passionate about and have total freedom & control over my life.

But this is only possible with direct response copywriting.

Not brand copywriting, SEO copywriting, social media copywriting, and any other kind of copy.

Only direct response.

Why?

I’m going to share that with you in a minute (and much more).

In this post…

You’ll learn what direct response copywriting is, the best way to learn direct response copywriting, why it’s crucial for your success as a copywriter (no matter what “kind” of copy you write), 7 direct response copywriting examples and a quick crash course on how to become a direct response copywriter TODAY.

 

What is Direct Response Copywriting?

So, what the heck is direct response copywriting?

Direct response copywriting is simply salesmanship in print.

Its salesmanship multiplied.

Meaning:

Instead of selling face-to-face, to one person (or a few) at a time, you are selling to hundreds, thousands, even MILLIONS of people via the words you write.

Direct response copywriting’s main purpose is to get a response out of your readers.

Hence – “direct response.”

This response can be to click a link, purchase a product, open an email, generate a lead, and so on.

However, not whenever readers feel like it…

The purpose of writing direct response copy is to get readers to take a specific action NOW.

 

Why Direct Response is Important for YOUR Success as a Copywriter

The reason why copywriting is such a valuable and in-demand skill is because it’s the rocket fuel to business growth.

Copywriting helps companies generate more leads, convert more customers and grow their business.

At least, direct response copywriting does.

If you are NOT able to get your clients more customers & sales through the words you write, you are DEAD in the water.

You can kiss your fat freelancer dreams of “10k per month” GOODBYE.

Because clients will never pay you top dollar (or $10) if you cannot get them the results they seek.

After all, results are the reason why clients hire copywriters in the first place.

By learning, practicing and writing direct response copy, you will quickly be able to turn words into sales.

To be honest…

I do not believe that there’s a difference between brand copy, conversion copy, social media copy, etc.

The way I view it is…

All the copy you write should abide by the direct response rules & principles.

The time-tested principles that have worked for thousands of years (even before “copywriting” was a thing. Because copywriting is really just salesmanship in print.)

This is something that confuses a LOT of copywriters…

The endless mediums and tech platforms to write for. I.E. Blog posts, Facebook ads, Google ads, Instagram, YouTube scripts, emails, etc.

All of these platforms are simply different ways to deliver your marketing message.

They are the messenger girl.

But what’s important is your MESSAGE.

And that’s why it’s important to learn direct response copywriting.

Because direct response copy shows you how to craft a persuasive and engaging message that grabs your reader’s attention, taps into their psychology and forces them to take immediate action.

The principles & fundamentals that make up a persuasive message are the same.

The only difference is the platform on which you deliver this message.

Each platform you use to deliver this message will change and there are slight nuances and specifics you’ll need to learn per platform, but it does not take much time at all to learn.

You can quickly research the best practices and right structure for each platform.

But what’s most important is your message.

And the most effective and persuasive message you can create will ALWAYS follow direct response copywriting principles.

If you become good at writing direct response copy, you can succeed on ANY media you write for.

Plus, you can become a very successful freelancer with your direct response copy skills.

 

How to Learn Direct Response Copywriting

In 2020, I built up my direct response copywriting skills VERY FAST.

Here’s what I did…

I bought the 10 best direct response copywriting books I could find.

Read them twice (2^nd time, I took detailed notes).

While I read these books (around 50 pages per day), I also practiced copywriting by doing a few copywriting practice exercises.

I did this for three months BEFORE I tried to get any clients or work.

After, I broke into copywriting extremely fast. I secured 50+ freelance clients and 2 in-house positions within my first year.

If you want to get good at writing copy that opens wallets, then you should do what I did.

Read the top direct response books, from the best direct response copywriters, and put what you’re learning into daily practice.

 

Here are the 10 Best Direct Response Copywriters to Study

These 10 direct response copywriters have paved the way in this industry and have proven their success time and time again through products sold and sales earned.

You’d be wise as an owl to study these copywriting legends:

1. Gary Halbert
2. Gary Bencivenga
3. Joseph Sugarman
4. Eugene Schwartz
5. David Ogilvy
6. Claude Hopkins
7. John Caples
8. Victor O Schwab
9. John Carlton
10. Clayton Makepeace

 

The 10 Best Direct Response Copywriting Books to Quickly Become a Pro

Here are the 10 direct response copywriting books I read to launch my copywriting career.

1. The Boron Letters by Gary Halbert
2. The Adweek Copywriting Handbook by Joseph Sugarman
3. How to Write a Good Advertisement by Victor O. Schwab
4. Scientific Advertising By Claude Hopkins
5. The Ultimate Sales Letter by Dan Kennedy
6. Ogilvy on Advertising By David Ogilvy
7. Tested Advertising Methods By John Caples
8. Cashvertising By Drew Eric Whitman
9. The Copywriter’s Handbook By Bob Bly
10. Kick-Ass Copywriting Secrets of a Marketing Rebel By John Carlton

For more details on these books, see this blog post I wrote about them...

The 10 Best Copywriting Books for Beginners (#1 Way to Learn Copywriting FAST)

 

The 10 Rules of Direct Response Copywriting

Treat these 10 rules like the 10 commandments.

Never stray from them.

They will help you write more persuasive copy (almost instantly).

#1. 1:1 conversation

What’s more persuasive…

Reading an ad that is made for women, children, men… of all ages… with different passions, professions, etc.

Or…

An ad with YOUR name on it, only created for YOU.

When you write copy, you are only writing to one person (even if millions are reading).

Don’t say… “put the lotion on hands”

Do say…. “put the lotion on YOUR hands."

You are writing to flesh and blood humans.

Write in a conversational tone.

It’s easy!

Just imagine you are talking to your friend at a coffee shop.

Don’t use fancy, big words or try to write a novel. Just write as if you’re talking to someone you’re close to (TIP: I speak out loud whenever I write).

 

#2. Sell by tapping into emotions

The heart of direct response copywriting (the writing that pays big bucks) is salesmanship.

But, in order to sell, you must convince your readers to make a decision.

Believe it or not, it’s mentally impossible to make decisions without EMOTIONS.

So, in order to sell, you must tap into your readers’ emotions.

Tap into their negative emotions, like - pains, fears, insecurities, anxieties, guilt, worries.

And…

Positive emotions: joy, happiness, pride, hope, inspiration, desires.

“Sell with emotions, justify purchase with logic.”

This old sales saying is worth a mountain of gold.

If you aren’t getting the response you desire, crank up the emotions in your readers.

 

#3. Ask for action

Direct response copy is all about getting ACTION.

NOW.

In order to do so, you must add a call to action (CTA).

This is usually placed at the end of your sales message when you tell them what to do next.

Here’s some tips to boost response rates:

• Tell them exactly what to do next. Give them step-by-step instructions.
• Make it stupidly simple to take the action you desire.
• Give them an incentive to act NOW – discount, limited number of products available, re-framing everything they’ll gain or miss out on.

The key to boosting response is to close your copy with direct, clear and concise instructions on what to do next.

 

#4. The one and only job of your headline

The headline is one of the most important elements of your copy (for any media you write for).

A lot of the best direct response copywriters spend the most time with their headlines.

I typically write dozens of headlines for every piece of copy I write (and spend a lot of time analyzing and tweaking them, until I find the best one.)

However, there’s a lot of confusion around the job of headlines.

This is foolish.

Because there’s only ONE job for ANY headline you write…

Grab your target audience’s attention and get them to read your first sentence.

That’s it.

Same goes for your pictures, design, layout, etc.

To get readers into your body copy.

 

#5. The only real purpose of advertising

No.

It’s not to be praised for your cleverness, get giggles for your humor, build “brand awareness” or any other guru metric like – clicks, open rates, downloads, etc.

Listen up:

The ONLY purpose of your ads is to SELL.

That’s it.

Either sell prospects to become leads or sell prospects to become customers – buying a product or service.

If your ads aren’t getting immediate results for your clients… back to the drawing board you go.

 

#6. The most important word in copywriting

Victor Schwab, one of the godfathers of direct response copywriting, explained this great concept called “WIIFM” (What’s In It For Me).

Meaning:

Your prospect does not care about YOU.

They don’t give a dragon’s red tail about how cool your product is, how many years you’ve been in business, how many awards you’ve won, etc.

The ONLY thing they care about is WHAT’S IN IT FOR THEM.

What do THEY get by reading your copy…

What do THEY get by buying your product or service…

Why will THEY benefit from choosing your client's company over the billion other brands just like em.

So…

Can you guess the most important word in copywriting?

And selling… and marketing… and communication…

YOU.

Load up your copy with the word “you.”

 

#7. What are they REALLY buying?

Gary Halbert explained this best in his infamous Boron Letters…

He explained how people give answers that they THINK others want to hear.

To make them sound more sophisticated, more interesting, more superior, etc.

Point is...

People will tell you what they THINK you want to hear, not the truth.

Few examples:

When surveyed, people claimed they read the bible the most – however, the sales showed it was the National Enquirer.

When surveyed, people said they drank Guinness Beer the most… LIES!! (sales proved they drank the cheapest beer available at the time, forget what it was).

This is really important because if you’d base your copy on what customers say they buy or like in a product, you’d be doomed from the start.

The solution?

Look at what customers BUY, not what they say they buy.

 

#8. Test

Another VERY important thang to understand about direct response copywriting is the power of testing.

You want to constantly analyze your data and look for ways to improve.

Testing is the only real answer to the question - “is my copy any good?”

The answers will ALWAYS be in the data.

But Jeremy, what data is important?

Ask a dozen copywriters, you’ll get a dozen different answers.

Look:

There’s a bajjilion different KPIs (key performance indicators) and metrics out there.

But to be honest, 99.7% of them are absolutely useless.

The only real metric you should care about is….

CONVERSIONS.

Conversions are usually either leads or sales.

#9. Make the skeleton dance

Never leave a dead rhinoceros stinking up your closet.

Meaning…

You MUST raise and handle your prospect’s objections.

Only looney-tune copywriters try to hide them, hoping they’ll forget about them and go away on their own.

They won’t.

Instead, readers stop reading long before they get to your CTA.

However, I also don’t recommend merely raising and handling objections.

Because there’s a MUCH better way to do so.

A little-known way to not only raise and handle objections like a boss but to have your client’s perceived flaws work in their favor.

And you do this by “making the skeleton dance.”

I learned about this VERY PROFITABLE concept from sales trainer – Barry Maher.

Barry would write down all his perceived flaws… and then… find creative ways to flip these flaws on their head.

To BRAG about them.

And have them work hard to sell his service.

2 Examples:

ONE: Does your client have the most 1-star reviews in their industry?

BRAG about this by saying something like…

“Yeah, I have the most 1-star reviews, but I also have the MOST reviews and the most BUYERS out of anyone in my industry because people want what I’ve got to sell.”

TWO: Most expensive price?

BRAG about your high price…

“Yeah, my product is expensive, it’s also the most valuable. Its value is 10x greater than its price. In fact, I’m raising the price soon, so why don’t you get in on today’s BARGAIN.”

See how this works?

 

#10. Create vision

Jim Camp (the world’s most feared negotiator) said vision drives decision.

Meaning:

If your reader does not have a VISION (filled with emotions) of their problems or desires, they will not take action.

So…

You must paint a VIVID vision of your reader’s problems.

The easiest way to paint this vision is to talk about their problems using relatable stories, specific details and word images that touch our 5 senses (touch, taste, smell, hear, see).

 

7 Direct Response Copywriting Examples

Use these examples as inspiration for writing your own copy.

Study these examples and look for the 10 direct response rules at play (mentioned above).

Direct Response Copywriting Example #1

https://swiped.co/file/lead-gen-ad-by-gary-halbert/

This ad by Gary Halbert is a great example of how to write a direct response lead gen ad. Notice how he flags down his readers by bringing up their BIG problem (needing more money) and how he persuades his readers by creating vision with each bullet.

 

Direct Response Copywriting Example #2

https://swiped.co/file/coat-of-arms-letter-by-gary-halbert/

This ad is the MOST sent-out piece of mail in US HISTORY. It made Gary Halbert an “overnight” success. Notice the 1:1 conversational tone. It sounds like he’s talking directly to you.

 

Direct Response Copywriting Example #3

This is the CTA (P.S.) from the previous ad. This is a great example of creating a reason why the reader should act NOW (thanks to the discount and urgency, added in).

 

Direct Response Copywriting Example #4

https://swiped.co/file/ad-agency-guarantee-ad-by-gary-bencivenga/

Gary Bencivenga wrote this beauty. It’s a great example of how to raise & handle objections. Notice all the proof that is sandwiched around his claims.

 

Direct Response Copywriting Example #5

https://swiped.co/file/do-you-make-these-mistakes-in-job-interviews-by-gary-bencivenga/

Another ad by Gary Bencivenga. Pay special attention to the 5 bonuses he includes. Bonuses are a great way to boost response because they increase the perceived value of your offer. Many people buy from ads solely from the exciting bonuses included.

 

Direct Response Copywriting Example #6

https://swiped.co/file/quit-work-ad-john-caples/

This ad by John Caples is a great example of how to flag down your ideal readers in the headline. Notice how he calls his audience out by gender and mentions a BIG desire right away.

 

Direct Response Copywriting Example #7

https://swiped.co/file/they-laughed-when-i-sat-down-at-the-piano-by-john-caples/

John Caples taps into his readers’ emotions - embarrassment, resentment, revenge, pride and many more - in this classic ad. This is a great example of selling through storytelling. Which is another must-have for effective direct response copywriting.

 

How to Become a Direct Response Copywriter

If you’re already a working copywriter, it’s very easy to inject direct response swag into your writing.

Simply read the direct response copywriting books I listed above and apply their wisdom.

Learning and applying direct response copywriting will only improve your writing and selling skills.

However…

If you’ve never written copy for clients before…

You should follow my footprints.

Spend a few months learning direct response copywriting. Read the top direct response copywriting books. Do the copy practice exercises I listed above. Then, after you’ve plowed through these books and have a decent understanding of the basics, go out and get freelance clients.

I’ve written an ultimate guide on how to get your first bunch of freelance clients. You can read it here:

How to Get Copywriting Clients in 2023 With No Experience (Get New Clients TODAY)

Then...

After you’ve gotten a bunch of clients, you’ll want to create a copywriting portfolio and choose a copywriting niche.

Finally, once you have your freelance copywriting business up n running, you’ll want to grow it as quickly as possible. There’s 3 supreme ways to do so… you can learn about them here:

3 Fastest Ways to Grow Your Freelance Copywriting Business in 2023 (Make 6-figures This Year)

IMPORTANT:

With ALL the copy you write for clients…

APPLY the direct response principles & fundamentals into your writing.

Never stop learning, practicing and writing direct response copy.

 

How Much do Direct Response Copywriters Make?

According to salary.com, direct response copywriters make around $65,000 per year.

However, this is absolute gibberish.

Don’t be fooled by ANY salary claim online regarding direct response copywriters.

There is NO LIMIT to how much a direct response copywriter can make IF they meet these 2 conditions….

1. You work for yourself – freelance copywriter
2. You can turn words into sales

As long as you run your own business and can get results for your clients (in cold hard cash), you can earn as much as your big toe desires.

That’s why applying the direct response copywriting principles into your writing is a must for ANY copywriter.

You will never earn much if you cannot get results for your clients.

 

Conclusion

I hope I’ve convinced you to study direct response copywriting and to apply it’s blue magic to every piece of copy you write for clients.

If you do, I can almost guarantee you will be successful.

If you want to learn more direct response copywriting tips and tricks, enter your email below: