From the monthly archives:

April 2010

Learning how to write bullets may be one of the most important copywriting skills you ever learn. This is because bullets often do all the “heavy lifting” in a sales letter. They’re the words that penetrate your buyer’s natural buying defenses. They’re the words that sell.

I’ve heard many direct marketing experts explain the importance of bullets this way: “You want to write as many hard-hitting bullets as you can because sometimes just one bullet will persuade somebody to buy.”

I know this is true… because I’ve experienced it myself. I remember reading a sales letter for a Nightingale-Conant product. The letter was probably 80% bullets. As I read through those bullets, one or two of them really hit me. The bullets addressed something I really wanted to learn.

Then, as I kept reading, I began to think, “How could I not buy this product??” This is the best possible response you could ever hope for: When your prospect can’t imagine life without your product. He has to have it.

With that in mind, here are my methods for bullet writing. What I share here is not necessarily “the right way.” It’s one way. It’s the way I do it. So here it goes…

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Scientific Advertising by Claude Hopkins is one of my favorite copywriting books of all time. I’ve read it straight through three times, and I’ve quoted it many times besides.

I’m not sure what it is about the book that appeals to me so much. Maybe it’s the simplicity of the lessons. Or maybe it’s the slightly old-fashioned language. Or maybe it’s just the timelessness of the principles Hopkins outlines. Whatever it is, I love this book!

Here’s what I did: I actually recorded the entire book, chapter by chapter, using the mic that plugs into my computer. I then uploaded each chapter to Audio Acrobat. You can download all 21 MP3 files… or you can stream them over your computer.

Since each of the 21 chapters is 10 minutes or less, you can literally listen to the whole book in 21 days by listening for less than 10 minutes a day.

I currently sell this audio book for $10, but it’s yours FREE as a member of Copywriting Code. Enjoy!

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Two months ago I created a video showing you how to set up a split-test using Google’s Website Optimizer.

I used my own opt-in page for the test — and I actually didn’t know which variation was going to win. Well, now I know.

In fact, one version absolutely killed the other version. I don’t use the term “killed” lightly. The winning page won by almost double.

I recorded a new 6-minute video for you. In this video I reveal the winning page, plus a few thoughts as to why the winning version won.

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