As part of my coaching program, students can ask me unlimited questions via email. Granted, it’s a bit early, but one common question I seem to get is, “I’m new to copywriting, where do I start?”

Naturally, since coaching students are allowed access to any of my digital programs, they also get access to my Copy Doctor private website, where I share over 50 hours of salesletter and copy critiques, recorded on video.

But one student said something that struck me (and this doesn’t happen often). She said, “I learn better by doing than by watching… Is there anything you can recommend?”

Great question. Some people are visual (they learn better by watching), some are aural (by hearing), others are kinesthetic (by doing or feeling). And I also thought it would be a great question to cover on my blog. So, here goes…

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I’ve been quiet lately for a number of reasons. First, I’m battling a really bad case of bronchitis. It hit me so hard that I’ve lost my voice and been bed-ridden for the last week or so.

In fact, I not only had to cancel numerous teleseminars and conference calls this week, but I was also in Atlanta to speak at a seminar yet stayed in my room most of the time to sleep. I only went down to the seminar room when I had to speak, and even then I was “heavily medicated”. (I hope I didn’t slur too much!)

Nevertheless, here’s another reason.

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The greater portion of my career has been in copywriting, selling and direct marketing. And one of the common denominators I’ve found in any successful piece of copy is the power of risk reversal. That is, taking more of a risk from the sale than the purchaser of your product.

The greater the guarantee, the greater the sales. This has been consistent in almost every industry in which I’ve worked, and with every split-test I’ve conducted. For example, a 30-day guarantee will outsell no guarantee. A 90-day guarantee will outsell a 30-day one. And so on and so forth.

However, there are some exceptions to this rule.

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When writing direct response copy, there are a few things that can maximize the responsiveness of your message. The first and most important element that can turn any website, salesletter or advertisement into an action-generating mechanism is, without question, the headline.

But lately, I’m seeing more and more headlines that are limp, bloated or dead wrong.

A headline is meant to do two vital things.

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Gary: When a 2 for 1 be. Well if you are talking about two letters in the same envelope like these two it’s, it is actually you are going to be very disappointed as a result of that.

Should we even attempt that the answer is yes but you, you should attempt, do I, do I know of a case where it has been attempted successfully. Ah, no I don’t but I bet it has and yes I think you should attempt it, but the way you should attempt it I believe is you should try and sell them the bone density testing first, and with the markup and then go from there to the high price thing.

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Each call is about 2 hours long, and cut into 30-minute segments to download quicker. To listen immediately, simply click the “+” (plus) sign, then click the start button (the right arrow icon).

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Each call is about 2 hours long, and cut into 30-minute segments to download quicker. To listen immediately, simply click the “+” (plus) sign, then click the start button (the right arrow icon).

Read the rest or post a comment »