by Alan Sharpe | Jun 16, 2016 | Advertising, Copywriting
This article is an excerpt from my Udemy course, 30 Copywriting Secrets from the Best Ad Campaign of All Time. One of your main jobs as a copywriter is to translate product features into benefits. People buy benefits, not features. Just so we’re clear: a feature is...
by Alan Sharpe | Jun 9, 2016 | Copywriting
This article is an excerpt from my Udemy course, 30 Copywriting Secrets from the Best Ad Campaign of All Time. Imagine for a minute that you are a guy, and that you’re shy around women. You don’t know how to talk to women your age. Do you need to learn some really...
by Alan Sharpe | Jun 2, 2016 | Advertising, Copywriting
This article is an excerpt from my Udemy course, 30 Copywriting Secrets from the Best Ad Campaign of All Time. Your first job as a copywriter is to interrupt people. No one is going to read your copy until you can first grab their attention and get them to pay...
by Alan Sharpe | May 18, 2016 | Copywriting
Will your business-to-business direct mail package ever produce a standing ovation? It might. When you mail an effective invitation to a seminar, workshop, awards show or other live event, you literally move people-out of their seats and into yours. That’s one...
by Alan Sharpe | May 18, 2016 | Advertising, Copywriting, Direct Mail
Lilly Tomlin, the American comic, once said: “When I was growing up, I wanted to be a somebody. Now I realize I should have been more specific.” In direct response advertising and direct mail selling, as in life, specifics sell. Generalities don’t. Consider, for...
by Alan Sharpe | May 18, 2016 | Copywriting, Direct Mail
The most powerful headline I ever read and acted upon was a negative headline. It changed my life. Yet most books on direct mail copywriting will tell you to cast your headlines, overlines and Johnson Boxes always in the positive. But sometimes being negative is...
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