Yes, I know, what's a low-life like me doing pickin' a bone with the great and powerful Eugene Schwartz?
The copywriter who wrote the "seminal" book on advertising and launched Boardroom a direct-mail behemoth.
1) I'm stoopid
2) Times have changed since when Schwartz wrote
3) There's many ways to filet a feline
And really, it's a combination of the three most likely.
Anyway, in one of my favorite copywriting trainings, one I've gone through half a dozen or more times, Eugene Schwartz says:
"Don't write novel copy"
I.E. Don't write copy like you'd write a novel.
But then you have Jim Rutz, whose ads often read like novels (and sometimes like comic books), often with a sales pitch just thrown on the end.
The truth is that Rutz could get away with it because he 1) understood direct-response outside and in, 2) understood his markets to the ends of the earth, and 3) was a unique and gifted individual who had a knack for the English language.
If you're selling via email (which if you aren't what the heck you doin' on my list?), then a lot of the sales process is building a bond with your reader.
And one way to do that, is to write "novel copy".
Copy that is interesting, fun, entertaining, and takes your reader on a little journey.
Because if you're mailing your list regularly, and you send dry boring shtuff, they're not going to tune back in. No matter how strong of a sales pitch it is.
But that doesn't mean you have to be fancy. Many of the greatest novels (and poets to boot) talk in "layman" terms. Just read anything Walt Whitman put out.
Because when you talk to people like — you know — a human, you begin to bond with them. Which builds trust. And trust is a "secret sauce" on the banquet of persuasion.
I dedicate a whole section of my TCCIRL product to trust and how to build it. In fact, I show you a simple copy technique that lets you build trust — with even the most skeptical of prospects — by "showing off" your product's flaws.
Now that I think about it, I think this technique works even better with skeptical prospects.
Whatever the case, to get it before the deadline (Friday, March 27th at Midnight EST), go here: