Gordon: Thanks for the laughs ...

[Dien Rice]

Gordon,

Copywriting secrets?

I'm not a big fan of Carlton, but he's the first thing that comes to mind when you ask.

Back in 1990, I was writing some pieces for Halbert's clients, and Carlton was reading one piece back to me and disputing almost every sentence. And what he said was, time after time after time ...

"SO WHAT?"

He said "So What?" probably 2 dozen times in the piece he was critiquing. It's crazy, it's been 26 years, but I can still hear his words in my ears.

I could tell you that the best thing I do in copywriting now is edit. I am ruthless in getting rid of anything that does not matter. I don't say "So what?" ... I don't need to, anymore ... but I did, for a long time.

If what you say does not matter - and matter a LOT - then your reader will disappear. I learned that lesson from Carlton.
Hi Richard,

Thanks for sharing that piece of wisdom!

One piece of copywriting knowhow which I've found useful are using the "emotional hot buttons" - as taught by Axel Andersson/Bob Hacker/Denny Hatch...

http://www.targetmarketingmag.com/article/using-emotion-marketing-copy/

http://www.targetmarketingmag.com/article/axel-andersson-entrepreneur-extraordinaire/all/

I always try to work several of these "hot buttons" into any copy I write. I've even used them to help my wife write persuasive emails to her boss!

Now, I'll take your advice on board too!

Best wishes,

Dien