Headline Copywriting Tips From Three Seasoned Copywriters

The first copywriting client I ever had was Eugene Schwartz. Little did I know in 1988, when I was referred to him by my colleague (another veteran copywriter), Milt Pierce, that I was being introduced to a man who was a legend among his peers. And, a man who would become a mentor. At that time, Gene gave me a copy of his book Breakthrough Advertising. Another thing I was unaware of was that this book was (and still is) considered one of the most important (and most sought-after) books ever … [Read more...]

Copywriting Tip: Copy Length Depends on Three Factors

Long copy, short copy? It's a question that's been asked over and over. "No one has time to read long copy." That's the comment veteran copywriter John Caples heard from his clients. And, Caples agreed with the caveat that "no one wants to read long, boring copy, printed in dense small type." In Breakthrough Advertising, when writing about copy length, my mentor Eugene Schwartz (another veteran copywriter) said the length of your ad depends on three factors. In his chapter titled, "Inside … [Read more...]

Four Copywriting Legends Help You Heighten Your Writing Skills

You’re facing a blank page, ready to write copy for your landing page, email message or website. Your mind goes blank too. Where do I begin? Whether you’re a novice or a seasoned copywriter, there’s always something new to learn. And, some of the best role models to learn from are the seasoned veterans who came before us. Here are four books I suggest you read to uncover important copywriting tips from four legends in the industry. 1. Breakthrough Advertising: How to Write Ads that … [Read more...]

4 Ways to Get Great Results from Your Freelance Copywriter

Perhaps you're a solopreneur or a small business owner getting ready to launch a marketing campaign. Or maybe, you're an ad agency or design firm with an overflow of work you can't handle without extra assistance. You don't have the creative talent in-house so you know you'll have to call upon an independent writer and/or designer to assist you. However, last time you did that you were not prepared. There were vital questions that the copywriter asked you and you didn't know the answers. … [Read more...]

Three C’s of Copywriting

As creative entrepreneurs and business owners one of the most important tools you have in offering your programs, products or services is the copy you use to communicate your marketing message. (NOTE: To avoid repetition, I'll refer to "programs, products or services" as "products" throughout this post). To ensure you create a magnetic message that resonates with your ideal client here are three C's of copywriting to guide you along a successful path. I. Clarity - 3 things you should get … [Read more...]