Norm Williams
The secret of writing advertising that sells is to
write headlines that get attention. Sure pictures
and art work will get noticed but it is the headline
that gets the reader to read the copy. A funny cartoon
will attract attention but it is words that get read.
Joe Karbro's headline, "The Lazy Man's Way To Riches"
sold over 500,000 of his little book at $10 a copy.
Thousands of newspapers ran his full page ads with
this headline. These ads earned Joe Karbro over ten
million dollars. The ads only had copy, not a single
picture.
Karbro's ad copy began with, "I used to work hard.
The 18-hour days. The 7-day weeks. But I didn't start
making big money until I did less-a lot less."
These ads had long copy with - 900 words. Short
sentences. Short paragraphs. A long list of benefits.
Proof that his method worked. A sworn statement.
A money back guarantee.
Joe Karbro's ad earned millions of dollars. "How To
Win Friends And Influence People" is the title of a
book that also sold millions of copies.
"Nothing Down!" was the title of Robert Allan's book
that also sold millions of copies.
"Do You Make These Mistakes In English?" was a
headline that ran for years bringing requests for
a free booklet. Maxwell Sackheim wrote that headline
and Maxwell started the "Book Of The Month Club" that
sold millions of books.
I talked with Maxwell Sackheim in his Florida office.
I asked him what the secret of his success was and
he replied that it was because he had a lot of really
great help. Maxwell gave me a signed copy of his book,
"My 60 Years In Advertising." My wife's aunt Milly
typed the manuscript for the book.
Great headlines often make big promises.
"Get Rid Of Your Money Problems Once And For All."
"10 Ways To Beat The High Cost Of Living."
"13 Sure Fire Roads To Riches."
"How To Achieve Total Financial Freedom."
"How To Get Rid Of An Inferiority Complex."
"Learn How To Erase Bad Credit."
If you make an offer in the headline that cannot be
refused then your copy will be read. Once you write
a great headline the copy almost writes itself. The
ad copy has only to follow the lead of the headline
and tell the rest of the story.
Be certain to write enough copy to sell the product.
A half sold prospect will never buy anything. If
your headline makes a big promise then the reader
will read every word that follows to find the details
of the offer. The copy convinces the reader that
your offer is what he wants. The headline gets his
attention and the following copy assures the prospect
that what you offer is a good deal that he wants.
When the reader begins to desire the product then you
can close with shipping details, payment choices that
will complete the sale.
John Caples, vice president of Batten, Barton,
Durstine & Osborn Advertising Agency, writes:
"If you have a good headline, you have a good ad.
Any competent writer can write the copy." When John
Caples was a cub copywriter he was given a layout
with the headline already written and told to fill
in the space. Not long after that he was assigned
to write the entire ad and he wrote the headline,
"They Laughed When I Sat Down To Play The Piano."
This ad produced many sales and was rerun many times.
John was then allowed to join the experienced
copywriters and was then allowed to write both
headlines and copy.
Write a great headline and you are well on your way to
fame and fortune.
Norman Williams, copywriter and artist in Florida cknorm@ij.net - You can subscribe to his newsletter
called "BIG MONEY PUBLISHING" by sending an Email letter with subscribe in the subject. It is a unique
and different newsletter about people, not about products, stuff, hype and baloney.
Norm Williams, cknorm@ij.net click here.
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Sales Copy Tip
How I learned to craft killer sales letters.... |
Most of the books I ever read on how to write sales letters and ad copy sucked.
There were a few good ones by John Caples, Claude Hopkins and Robert Collier.
But those books were written a long time ago.
So what I did is both simple and obvious. I collected successful sales letters, both online and offline, and studied them.
I read them over and over.
I marked out the thought flow and the psychology. I read them aloud.
I can actually quote entire parts of some sales letters. After ten
years of trial-and-error learning, it all started making sense.
Eventually, I became a highly paid copywriter. Then I decided to
make life a lot easier for those who wanted to craft their own sales
letters and marketing messages.
So I boiled everything down into a formula anyone can use. It's
so simple, it's deceptive. If you don't have ten or twenty years
to spend learning how to write sales letters, then check out this web site.
For more details,
click here.
Article by Marlon Sanders
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