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Hub You - How To Write Better Ad-Copy
You fill up your mug, jump in your car and head onto the dreaded commute of the day. Once you get to work chaos and more chaos surround you. Those half-an-hour breaks really don’t cut it anymore. By the time you get home late into the evening you really don’t have much time for anything but eating and sleeping which seems to keep adding to your waistline like your boss adds to your in box.When you were just starting your career the conventional wisdom stated that young professionals were expected to work, work more, and work like crazy until they grew that corporate ladder. The problem is that once you were promoted the work and responsibilities never stopped ending. The situation has become so unbearable that you don’t find the meaning in work anymore.If you are like most middle-aged professionals you begin to question the purpose of your life. Were you given life to work or is work designed so that you have some means to live? How we answer that question depends on our own personal backgrounds. What can
Now, I’m gonna tell you ...
The Greatest Unwritten Secret to Successful Ad-Copywriting!
Although I have read literally thousands of books, booklets, reports and articles about ad-copywriting, I don’t recall ever reading the "secret" I am about to tell you.
When you write your “sequel” ads ...
Use The Words In Your Ad To Attract The Kind Of Customers You Want To Keep
The best way to explain what I mean is by illustration. -- Here are two different headlines for an “opportunity” ad ...
Earn $10,000 Per Month
Get $10,000 Per Month
It may appear, at first reading, that both headlines offer the same type of opportunity - but - read them closely.
The first headline begins with the word “Earn.” -- To the reader, that means some “job” or “work” must be performed in order to “earn” the $10,000 promised.
Compare that to the second headline which starts with the word “Get.” -- That leads the reader to believe that little, if any, “work” is involved in “getting” the $10,000.
Believe it or don’t ... the readers don’t even realize that they are making that subtle distinction. Their reaction to the headline is ingrained in their “subconscious.”
Using the word “Earn” you will attract the kind of customers who don’t have a subconscious ave
When you decide if your employer is a good fit, you may want to look deeper than the company name, you may want to "investigate the boss!"The importance of a good fit in your career is an understatement. As you put your career in the hands of your employer, you must know what you are stepping into before you begin. In this series of articles we will explore some of these issues:1. Should you put your career in anyone's hands but your own? 2. Is it better to be a big fish in a little pond or a little fish in a big pond? 3. Private company or public company? 4. Corporate Executive or Entrepreneur?The culture of an organization is many times created from the top down. For you to decide if a position is a good fit, it's important to understand the culture within an organization prior to accepting a position. The culture in many ways is influenced by the history of its leadership. An entrepreneur creates a completely different culture than his or her corporate executive counterpart
At the end of the seminar, a panel of five “successful writers” ... including me ... was introduced, with a list of each writer’s works and their individual accomplishments given.
The first few questions from the audience were nothing more than a rehash of some of the information provided during the day. Then, a young man stood-up in the back and said ...
“All day long, you’ve been telling us how to sell our written works - but - how do youlearn how to write to begin with?”
After the other panelists finished recommending english composition classes; espousing the merits of good grammar and syntax; and advising him to “just keep writing, you’ll get better,” it was my turn.
My answer was ... as usual ... short and to the point ...
“Read!”
Then, I had to explain what I meant.
If you want to be a Science Fiction writer, read every science fiction short story and novel you can find. Immerse yourself in the type of writing you want to do. Spend 80% of your time reading and 20% of your time writing “sequels” to the stories you have read.
Today, the young man who asked the question is a highly-paid writer ... with a host of articles and books to his credit. -- Last time I spoke to him, he thanked me again for my simple advice.
With that said, I am now going to answer those of you who have persisted in asking me ...
How To Write Better Ad-Copy
Right now, you’re probably thinking, “Now he’s gonna tell us to read all the books we can find on copywriting.”
Wrong, paperback-breathe! -- The first thing I’m gonna tell you is -- after you’ve read all those copywriting books for general knowledge; like learning english composition, grammar and syntax -- throw away those books and ...
Read The Ads!
That’s right. -- If you are going to write an ad to sell your “fancy-dancy fishhooks,” gather together every ad you can find that offers fishhooks, fishing lures, fishing poles, or, even, fishing boats. -- Read them ... reread them ... and read them some more. -- Don’t even try to do any writing. Just read the ads!
Again, you’re probably thinking, “That’s old hat. Everybody tells us to keep a swipe-file of ads offering products similar to our own, then use those ads to write our own ads.”
Wrong, again, copycat-litter-breathe! -- If you only use your swipe-file to makeup copycat ads, you will be committing ...
The Biggest Mistake Made By Beginning Ad-Copywriters!
Unfortunately, most beginning ad-copywriters take a successful ad ... offering a product similar to their own ... and simply change a few words in the headline, rewrite and rearrange the paragraphs, maybe put in an extra “bonus” of some kind, and try to use it to sell their product.
Think about it! -- That would be like copying “Moby Dick” by changing the whale to a great-white buffalo ... moving the action from the ocean to the great plains ... and making Captain Ahab a Buffalo Hunter with a missing arm. (Don’t laugh. It’s been done ... starring Charles Bronson, if memory serves.) -- No matter how well done, it would still only be an imperfect imitation.
In the business opportunity field, one of the most successful ads of all time was Joe Karbo’s “Lazy Man’s Way To Riches” ad. -- Can you imagine how many times that ad has been adapted, rearranged and enhanced to sell someone else’s opportunity information? -- Some of the adaptations may have had some success but, just a few weeks before he died, Joe Karbo himself lamented to me that none of his copycat-ads; copycatting his own ad, had ever been successful.
Do the same thing I told the young would-be writer to do to learn to write, spend 80% of your time “reading” ads offering products similar to your own. Then ...
Spend 20% of your time writing “sequels” to those ads.
The dictionary says a “sequel” is “A literary work complete in itself but continuing the narrative of an earlier work.”
Where most of the ads that just copycatted Joe Karbo’s “Lazy Man’s Way To Riches” ad were failures, or only had limited success, over the years I have written no less than five “sequel” ads that produced significant revenue for me. (One of them is the ad for my “How To STRIKE IT RICH” book.) -- I never tried to ‘copy’ Joe’s ad, just continue his narrative to a different conclusion ... my product.
Use your swipe-file the same way. -- Read and reread those ads until you have a complete story of the similar products being sold. Set those ads aside and don’t even think about looking at them while you write your own ad. -- Don’t try to ‘copy’ the ads you’ve read ...
Write a “sequel.”
Let your ad-copy continue from where the other ads ended.
If you aren’t happy with your first results, do it all over again ... read the ads again ... set them aside again ... write your “sequel” again. -- Keep looking for more and more ads offering similar products to add to your story line ... immerse yourself in those kinds of ads ... to the point of drowning in ad copy. Then, lay those ads aside and write your “sequel” ads.
As your “sequels” get better and better, your income will get bigger and bigger.
Now, I’m gonna tell you ...
The Greatest Unwritten Secret to Successful Ad-Copywriting!
Although I have read literally thousands of books, booklets, reports and articles about ad-copywriting, I don’t recall ever reading the "secret" I am about to tell you.
When you write your “sequel” ads ...
Use The Words In Your Ad To Attract The Kind Of Customers You Want To Keep
The best way to explain what I mean is by illustration. -- Here are two different headlines for an “opportunity” ad ...
Earn $10,000 Per Month
Get $10,000 Per Month
It may appear, at first reading, that both headlines offer the same type of opportunity - but - read them closely.
The first headline begins with the word “Earn.” -- To the reader, that means some “job” or “work” must be performed in order to “earn” the $10,000 promised.
Compare that to the second headline which starts with the word “Get.” -- That leads the reader to believe that little, if any, “work” is involved in “getting” the $10,000.
Believe it or don’t ... the readers don’t even realize that they are making that subtle distinction. Their reaction to the headline is ingrained in their “subconscious.”
Using the word “Earn” you will attract the kind of customers who don’t have a subconscious aver
These days, the Internet is saturated with information about how to make money from home online. Much of it is nothing but empty promises from insubstantial businesses. I am here today to speak to you about an online company that is promoting real, solid products that asks nothing of you up front to start earning money from home online! The company is ReishiGo, and the products are healthy coffee, tea, and supplement products.When you join ReishiGo, you are stepping into the world's second largest commodity industry: coffee. What's more is you are joining the exploding health & wellness industry in a remarkeable way: educating people about a coffee product - something that they already drink - that can do wonders for their health.The secret of ReishiGo is that all ReishiGo products contain the all-natural supplement reishi, extracts from the Red Reishi mushroom. Reishi has been prized in Asia for millennia for it's myriad health benefits.
Today, the young man who asked the question is a highly-paid writer ... with a host of articles and books to his credit. -- Last time I spoke to him, he thanked me again for my simple advice.
With that said, I am now going to answer those of you who have persisted in asking me ...
How To Write Better Ad-Copy
Right now, you’re probably thinking, “Now he’s gonna tell us to read all the books we can find on copywriting.”
Wrong, paperback-breathe! -- The first thing I’m gonna tell you is -- after you’ve read all those copywriting books for general knowledge; like learning english composition, grammar and syntax -- throw away those books and ...
Read The Ads!
That’s right. -- If you are going to write an ad to sell your “fancy-dancy fishhooks,” gather together every ad you can find that offers fishhooks, fishing lures, fishing poles, or, even, fishing boats. -- Read them ... reread them ... and read them some more. -- Don’t even try to do any writing. Just read the ads!
Again, you’re probably thinking, “That’s old hat. Everybody tells us to keep a swipe-file of ads offering products similar to our own, then use those ads to write our own ads.”
Wrong, again, copycat-litter-breathe! -- If you only use your swipe-file to makeup copycat ads, you will be committing ...
The Biggest Mistake Made By Beginning Ad-Copywriters!
Unfortunately, most beginning ad-copywriters take a successful ad ... offering a product similar to their own ... and simply change a few words in the headline, rewrite and rearrange the paragraphs, maybe put in an extra “bonus” of some kind, and try to use it to sell their product.
Think about it! -- That would be like copying “Moby Dick” by changing the whale to a great-white buffalo ... moving the action from the ocean to the great plains ... and making Captain Ahab a Buffalo Hunter with a missing arm. (Don’t laugh. It’s been done ... starring Charles Bronson, if memory serves.) -- No matter how well done, it would still only be an imperfect imitation.
In the business opportunity field, one of the most successful ads of all time was Joe Karbo’s “Lazy Man’s Way To Riches” ad. -- Can you imagine how many times that ad has been adapted, rearranged and enhanced to sell someone else’s opportunity information? -- Some of the adaptations may have had some success but, just a few weeks before he died, Joe Karbo himself lamented to me that none of his copycat-ads; copycatting his own ad, had ever been successful.
Do the same thing I told the young would-be writer to do to learn to write, spend 80% of your time “reading” ads offering products similar to your own. Then ...
Spend 20% of your time writing “sequels” to those ads.
The dictionary says a “sequel” is “A literary work complete in itself but continuing the narrative of an earlier work.”
Where most of the ads that just copycatted Joe Karbo’s “Lazy Man’s Way To Riches” ad were failures, or only had limited success, over the years I have written no less than five “sequel” ads that produced significant revenue for me. (One of them is the ad for my “How To STRIKE IT RICH” book.) -- I never tried to ‘copy’ Joe’s ad, just continue his narrative to a different conclusion ... my product.
Use your swipe-file the same way. -- Read and reread those ads until you have a complete story of the similar products being sold. Set those ads aside and don’t even think about looking at them while you write your own ad. -- Don’t try to ‘copy’ the ads you’ve read ...
Write a “sequel.”
Let your ad-copy continue from where the other ads ended.
If you aren’t happy with your first results, do it all over again ... read the ads again ... set them aside again ... write your “sequel” again. -- Keep looking for more and more ads offering similar products to add to your story line ... immerse yourself in those kinds of ads ... to the point of drowning in ad copy. Then, lay those ads aside and write your “sequel” ads.
As your “sequels” get better and better, your income will get bigger and bigger.
Now, I’m gonna tell you ...
The Greatest Unwritten Secret to Successful Ad-Copywriting!
Although I have read literally thousands of books, booklets, reports and articles about ad-copywriting, I don’t recall ever reading the "secret" I am about to tell you.
When you write your “sequel” ads ...
Use The Words In Your Ad To Attract The Kind Of Customers You Want To Keep
The best way to explain what I mean is by illustration. -- Here are two different headlines for an “opportunity” ad ...
Earn $10,000 Per Month
Get $10,000 Per Month
It may appear, at first reading, that both headlines offer the same type of opportunity - but - read them closely.
The first headline begins with the word “Earn.” -- To the reader, that means some “job” or “work” must be performed in order to “earn” the $10,000 promised.
Compare that to the second headline which starts with the word “Get.” -- That leads the reader to believe that little, if any, “work” is involved in “getting” the $10,000.
Believe it or don’t ... the readers don’t even realize that they are making that subtle distinction. Their reaction to the headline is ingrained in their “subconscious.”
Using the word “Earn” you will attract the kind of customers who don’t have a subconscious ave
Being successful in business in usually based on the general idea that desire for making profits and self-interest are good and moral, however there still should be right ways and wrong ways to go about making a profit. Morals still should come into play no matter what, just because you are running a business it doesn't give you the right to lie, cheat and do what you consider to be morally wrong order to make a living. This isn't what the successful businessman is all about, although there are and have been many business men that have got to the top solely by making the mis-telling of truth an art form and where morals seem to have gone totally out of the window for the sake of success?In today's business world it can be hard to remain true to your morals when there are advertising campaigns to figure out. After all if you have a product or service to sell shouldn't it be good enough to sell by telling the truth and not having to fabricate claims of what it can and cannot do. How
The Biggest Mistake Made By Beginning Ad-Copywriters!
Unfortunately, most beginning ad-copywriters take a successful ad ... offering a product similar to their own ... and simply change a few words in the headline, rewrite and rearrange the paragraphs, maybe put in an extra “bonus” of some kind, and try to use it to sell their product.
Think about it! -- That would be like copying “Moby Dick” by changing the whale to a great-white buffalo ... moving the action from the ocean to the great plains ... and making Captain Ahab a Buffalo Hunter with a missing arm. (Don’t laugh. It’s been done ... starring Charles Bronson, if memory serves.) -- No matter how well done, it would still only be an imperfect imitation.
In the business opportunity field, one of the most successful ads of all time was Joe Karbo’s “Lazy Man’s Way To Riches” ad. -- Can you imagine how many times that ad has been adapted, rearranged and enhanced to sell someone else’s opportunity information? -- Some of the adaptations may have had some success but, just a few weeks before he died, Joe Karbo himself lamented to me that none of his copycat-ads; copycatting his own ad, had ever been successful.
Do the same thing I told the young would-be writer to do to learn to write, spend 80% of your time “reading” ads offering products similar to your own. Then ...
Spend 20% of your time writing “sequels” to those ads.
The dictionary says a “sequel” is “A literary work complete in itself but continuing the narrative of an earlier work.”
Where most of the ads that just copycatted Joe Karbo’s “Lazy Man’s Way To Riches” ad were failures, or only had limited success, over the years I have written no less than five “sequel” ads that produced significant revenue for me. (One of them is the ad for my “How To STRIKE IT RICH” book.) -- I never tried to ‘copy’ Joe’s ad, just continue his narrative to a different conclusion ... my product.
Use your swipe-file the same way. -- Read and reread those ads until you have a complete story of the similar products being sold. Set those ads aside and don’t even think about looking at them while you write your own ad. -- Don’t try to ‘copy’ the ads you’ve read ...
Write a “sequel.”
Let your ad-copy continue from where the other ads ended.
If you aren’t happy with your first results, do it all over again ... read the ads again ... set them aside again ... write your “sequel” again. -- Keep looking for more and more ads offering similar products to add to your story line ... immerse yourself in those kinds of ads ... to the point of drowning in ad copy. Then, lay those ads aside and write your “sequel” ads.
As your “sequels” get better and better, your income will get bigger and bigger.
Now, I’m gonna tell you ...
The Greatest Unwritten Secret to Successful Ad-Copywriting!
Although I have read literally thousands of books, booklets, reports and articles about ad-copywriting, I don’t recall ever reading the "secret" I am about to tell you.
When you write your “sequel” ads ...
Use The Words In Your Ad To Attract The Kind Of Customers You Want To Keep
The best way to explain what I mean is by illustration. -- Here are two different headlines for an “opportunity” ad ...
Earn $10,000 Per Month
Get $10,000 Per Month
It may appear, at first reading, that both headlines offer the same type of opportunity - but - read them closely.
The first headline begins with the word “Earn.” -- To the reader, that means some “job” or “work” must be performed in order to “earn” the $10,000 promised.
Compare that to the second headline which starts with the word “Get.” -- That leads the reader to believe that little, if any, “work” is involved in “getting” the $10,000.
Believe it or don’t ... the readers don’t even realize that they are making that subtle distinction. Their reaction to the headline is ingrained in their “subconscious.”
Using the word “Earn” you will attract the kind of customers who don’t have a subconscious ave
Ok, Here's the question. Is being self-employed all that it's cracked up to be? Ask anyone what they think about people who are self employed and I will guarantee you that the first response will be that they are all "rich". Yup, it's true, every self employed person is rich or suppose to be, baloney! Now, ask that same question of a dozen self-employed entrepreneurs and I bet you that you will hear twelve different responses.Before working for the "man", I was self-employed on the East Coast having owned 4 small businesses; not all at the same time, thank the Lord. Being self-employed has it's pros and cons, ups and downs, good days and bad days etc. I was responsible for making sure that my employees made an income. I was responsible for my making and income and providing myself with Health Insurance and vacations. There was no one there when I was sick to answer the phone to tell them that I was taking a sick day as I had no sick days! I had no paid vacations as when I was lucky enough to take one, it
Spend 20% of your time writing “sequels” to those ads.
The dictionary says a “sequel” is “A literary work complete in itself but continuing the narrative of an earlier work.”
Where most of the ads that just copycatted Joe Karbo’s “Lazy Man’s Way To Riches” ad were failures, or only had limited success, over the years I have written no less than five “sequel” ads that produced significant revenue for me. (One of them is the ad for my “How To STRIKE IT RICH” book.) -- I never tried to ‘copy’ Joe’s ad, just continue his narrative to a different conclusion ... my product.
Use your swipe-file the same way. -- Read and reread those ads until you have a complete story of the similar products being sold. Set those ads aside and don’t even think about looking at them while you write your own ad. -- Don’t try to ‘copy’ the ads you’ve read ...
Write a “sequel.”
Let your ad-copy continue from where the other ads ended.
If you aren’t happy with your first results, do it all over again ... read the ads again ... set them aside again ... write your “sequel” again. -- Keep looking for more and more ads offering similar products to add to your story line ... immerse yourself in those kinds of ads ... to the point of drowning in ad copy. Then, lay those ads aside and write your “sequel” ads.
As your “sequels” get better and better, your income will get bigger and bigger.
Now, I’m gonna tell you ...
The Greatest Unwritten Secret to Successful Ad-Copywriting!
Although I have read literally thousands of books, booklets, reports and articles about ad-copywriting, I don’t recall ever reading the "secret" I am about to tell you.
When you write your “sequel” ads ...
Use The Words In Your Ad To Attract The Kind Of Customers You Want To Keep
The best way to explain what I mean is by illustration. -- Here are two different headlines for an “opportunity” ad ...
Earn $10,000 Per Month
Get $10,000 Per Month
It may appear, at first reading, that both headlines offer the same type of opportunity - but - read them closely.
The first headline begins with the word “Earn.” -- To the reader, that means some “job” or “work” must be performed in order to “earn” the $10,000 promised.
Compare that to the second headline which starts with the word “Get.” -- That leads the reader to believe that little, if any, “work” is involved in “getting” the $10,000.
Believe it or don’t ... the readers don’t even realize that they are making that subtle distinction. Their reaction to the headline is ingrained in their “subconscious.”
Using the word “Earn” you will attract the kind of customers who don’t have a subconscious ave
A recent piece at Buddytv.com asked ‘Has 24 become too preachy?’, perhaps a better question is “Is 24 enough?” Ever since 24 debuted it has been decried for its handling of ethnic stereotypes, particularly those of the middle eastern descent. Is 24 just getting it wrong? Is the public too critical of 24? Or is 24 actually hitting it on the head?Unfortunately in times like this, people exist with the feeling that there is danger lurking around every corner. Jack Bauer and his 24 cohorts are perfect heroes for this paranoid age. An age of suitcase nukes, biological weapons, and dirty bombs. Taking this into consideration, isn’t the best way to handle these plots with archetypal characters?A show like 24 treads dangerously close to exploiting people’s fears, anyways. If it were any more accurate, the show would be pelted with criticism about how it engages in the reality of the terrorist threats for entertainment purposes. A good example, think of the furor that would explode if suddenly Jack Baue
Now, I’m gonna tell you ...
The Greatest Unwritten Secret to Successful Ad-Copywriting!
Although I have read literally thousands of books, booklets, reports and articles about ad-copywriting, I don’t recall ever reading the "secret" I am about to tell you.
When you write your “sequel” ads ...
Use The Words In Your Ad To Attract The Kind Of Customers You Want To Keep
The best way to explain what I mean is by illustration. -- Here are two different headlines for an “opportunity” ad ...
Earn $10,000 Per Month
Get $10,000 Per Month
It may appear, at first reading, that both headlines offer the same type of opportunity - but - read them closely.
The first headline begins with the word “Earn.” -- To the reader, that means some “job” or “work” must be performed in order to “earn” the $10,000 promised.
Compare that to the second headline which starts with the word “Get.” -- That leads the reader to believe that little, if any, “work” is involved in “getting” the $10,000.
Believe it or don’t ... the readers don’t even realize that they are making that subtle distinction. Their reaction to the headline is ingrained in their “subconscious.”
Using the word “Earn” you will attract the kind of customers who don’t have a subconscious aversion to work. -- Using the word “Get” you will attract more people who are looking for something for nothing ... by “getting” their share of the “free lunch” that might just exist.
Which brings me to an observation about ...
Ad-Copywriting Books
Over the past 30 years, I have watched an ever-increasing proliferation of books about ad-copywriting. Unfortunately, all too many of those books are just compiled from older, well-written books on the subject - but - with one BIG difference.
The compilers of those books believe that, in order to “sell” something, you have to “trick” the buyer into buying. So, they take legitimate advertising techniques and read into them an implied deception. In effect, the assorted fools who compile books corrupting viable advertising principals lend credence to the journalistic attitude that advertising, by its very nature, is evil.
Although I am adamantly opposed to book burning ... any book about ad-writing that espouses any use of misleading words, deceptive phrasing, fictitious or nebulous testimonials, meaningless hype, or the egregious use of meritless guarantees belongs in your backyard incinerator, not in your business library.
If you have to “trick” your customers into buying from you, neither you nor your product deserve anything other than my contempt.
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