This is the final part of our series on effective advertising, if you missed part eleven you can check it out here: “Takeaway Selling To Increase Urgency” Great copy is made, not born. It is derived from proven test results designed to do one thing and do it well: sell. Effective advertising doesn’t always use [...]

This is part ten of our series on effective advertising, if you missed part nine you can check it out here: “Write To Be Scanned…” There’s a well-known structure in successful sales letters, described by the acronym AIDA. AIDA stands for: Attention Interest Desire Action First, you capture your prospect’s attention. This is done with [...]

This is part nine of our series on effective advertising, if you missed part eight you can check it out here: “The More You Tell, The More You Sell” Your layout is very important in a sales letter, because you want your letter to look inviting, refreshing to the eyes. In short, you want your [...]

This is part eight of our series on effective advertising, if you missed part seven you can check it out here: “The Headline” The debate on using long copy versus short copy never seems to end. Usually it is a newcomer to copywriting who seems to think that long copy is boring and, well…long. “I [...]

This is part seven of our series on effective advertising, if you missed part six you can check it out here: “The Unique Selling Proposition (USP)” If you’re going to make a single change to boost your response rate the most, focus on your headline (you do have one, don’t you?). Why? Because five times [...]