Archive for April, 2010

Your prospect doesn’t know squat about your product!

You’re close to your product.  You’ve been working on it for weeks or even months. And so when you sit down to write the sales letter, it’s pretty easy to assume that your prospects know what you know about your product. Guess what? They don’t.  And if you keep making this assumption, your prospects are [...]

Why you need to become the Jane Goodall of Marketing…

So you’re starting to get the hang of this copywriting thing, right?  And you have all these little bits and pieces you know you need to snap into your letter, such as: An attention-getting headline. An emotional button-pushing opener. Subheadlines sprinkled throughout the copy that snap, crackle and pop. Curiosity-arousing benefit statements. Proof of those [...]