How do you hook customers like the pros?
These 6 sales copywriters have generated more than $10,000,000,000 (billion!) in sales.
Here are their most famous techniques 🧵👇
1. David Ogilvy's "Steal From The News" Technique
One of Ogilvy's most well-known ads was for Rolls-Royce.
The big idea?
"At 60 mph the loudest noise comes from the electric clock."
He stole this line from a press review of the car, and put it stage center.
Positioning 101
2. Gary Halbert's "Dear Reader" Technique
Halbert (who made millions writing sales letters for brands) also had a paid newsletter.
His signature style was to start each letter with, "Dear Friend and Subscriber."
He spoke directly to their wants & needs.
And he made a fortune.
3. Craig Clemens' "Documentary" Technique
A number of years ago, @craigclemens wrote one of the most successful sales letters in history.
Except it wasn't a sales letter.
It was a "documentary" educating people on "leaky gut syndrome."
Which framed the solution: probiotics.
4. Evaldo Albuquerque's "1 Core Belief" Technique
How do you generate $120+ million in product sales 2 years?
It all starts with changing 1 core belief in the reader.
Moving them FROM the way they think TO a new way.
And it takes 10 questions to move them there.
5. Eugene Schwartz's "Hidden Desires" Technique
Schwartz wrote the book on copywriting, called Breakthrough Advertising.
In it, he explains how people have overt desires and HIDDEN desires.
Speak to the hidden stuff and you'll hook people's attention.
6. Gary Bencivenga's "Metaphor" Technique
Gary had a "golden rule" for writing sales letters that moved people.
Using metaphors.
This was a signature in so many of Gary's best-selling ads. He calls it "The Golden Key of Persuasion."
Metaphors are sticky & easy to understand.
6 billion-dollar tips to write sales copy like the pros:
• Steal ideas from the news
• Address readers/customers directly
• Document the issue (vs sell the solution)
• Change 1 core belief
• Talk about the customer's "hidden desires"
• Use metaphors
If you want to learn how to become a legendary writer yourself, would love to see you in the next cohort of Ship 30 for 30.
Starts soon!
ship30for30.com
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