While many business people will not invest the time to become competent copywriters in their own right, an understanding of what makes for good copy will help them assess the work of people they commission to do their copywriing, and will help them with their various marketing initiatives.
Copywriting is an acquired skill where you endeavour to have a one-on-one ”conversation’ with your prospects through the various direct marketing channels. It entails
Many top copywriters will make reference to an excellent book on human behaviour - The Psychology of Persuasion - by Robert Cialdini. This book - although not a quick read - can almost be regarded as essential reading for any serious student of direct marketing. It helps you gain an understanding of what influences human behaviour. Armed with this knowledge, your copywriting and overall marketing skills will improve significantly.
Gary Halbert - considered by many to be one of the top modern-day copywriters, died over the Easter weekend.
I had never heard of Gary until a few years ago. However, once I started taking an interest in copywriting, Gary’s name kept coming up.
Gary was a gifted copywriter - rated by his copywriting peers as one [...]
Personalizing your headlines to your target audience can significantly improve your sales response. You can do this by mentioning a person by name, their city, their career field, their job title, or group right in the headline. You will find this has become quite common in email marketing but should be used in other formats as well…