The late, Gary C. Halbert, is my favorite copywriting mentor. Not only was he ultra-successful but he could teach the art and science of crafting ad copy like nobody's business.
Gary was all about leveraging resources to make life easy. For instance, imagine you decide to write a book about getting healthy and fit.
How could you make things easy on yourself?
Would it be a good idea to get a degree in a health and fitness field? Would it be a good idea to take years to study the subject? Would it be a good idea to find the best health and fitness product? No. An easier strategy exists to get your hands on the best health and fitness information available. And you won't have to do all the work on your own.
Instead of doing things the hard way, Gary would recommend you go out and buy the top selling books and ebooks on dieting. Then you clam up in your office or the library and read. While reading jot down notes. Lots of them. And take out all of the unique, exclusive dieting tips, tricks and secrets in each of those best sellers.
Then you take all that information and write your own dieting book including only the unique and exclusive stuff from each book. The stuff that does not overlap. What you are left with is a compact book on dieting with all the filler taken out.
That's the way to do it.
You can do the same thing when creating advertising. In fact, this works great if you have to craft a sales message on the fly for any kind of media.
What we're talking about here is referred to as swiping in advertising circles. The process simplifies everything for the ad writer. Halbert was big on swiping. He taught it during a copywriting seminar in the mid 1990's. Almost the entire even was about the process of how to swipe to create your own profitable ads.
Forget about learning how to write like the best copywriters. That takes way too much time and is unnecessary. Once you learn how to swipe putting together promotions that bring in money is much easier.
Learn to swipe and life gets easier when preparing ads...
** Writer's block will no longer exist. You'll know where to start and ad. You'll no longer be figuring out what to say. Because the swipe ads give you all that information.
** You'll crank out ads in record time. The swipe ad is there to help you write faster. You no longer have to figure out what to say to a prospect. Everything is there for you in the swipe.
** The ads you write could be three times more responsive. Think about it. You are essentially modeling success. When you do that success is on your side.
So the idea is to build a swipe file and use it when creating ads. - 16035
Gary was all about leveraging resources to make life easy. For instance, imagine you decide to write a book about getting healthy and fit.
How could you make things easy on yourself?
Would it be a good idea to get a degree in a health and fitness field? Would it be a good idea to take years to study the subject? Would it be a good idea to find the best health and fitness product? No. An easier strategy exists to get your hands on the best health and fitness information available. And you won't have to do all the work on your own.
Instead of doing things the hard way, Gary would recommend you go out and buy the top selling books and ebooks on dieting. Then you clam up in your office or the library and read. While reading jot down notes. Lots of them. And take out all of the unique, exclusive dieting tips, tricks and secrets in each of those best sellers.
Then you take all that information and write your own dieting book including only the unique and exclusive stuff from each book. The stuff that does not overlap. What you are left with is a compact book on dieting with all the filler taken out.
That's the way to do it.
You can do the same thing when creating advertising. In fact, this works great if you have to craft a sales message on the fly for any kind of media.
What we're talking about here is referred to as swiping in advertising circles. The process simplifies everything for the ad writer. Halbert was big on swiping. He taught it during a copywriting seminar in the mid 1990's. Almost the entire even was about the process of how to swipe to create your own profitable ads.
Forget about learning how to write like the best copywriters. That takes way too much time and is unnecessary. Once you learn how to swipe putting together promotions that bring in money is much easier.
Learn to swipe and life gets easier when preparing ads...
** Writer's block will no longer exist. You'll know where to start and ad. You'll no longer be figuring out what to say. Because the swipe ads give you all that information.
** You'll crank out ads in record time. The swipe ad is there to help you write faster. You no longer have to figure out what to say to a prospect. Everything is there for you in the swipe.
** The ads you write could be three times more responsive. Think about it. You are essentially modeling success. When you do that success is on your side.
So the idea is to build a swipe file and use it when creating ads. - 16035
About the Author:
Learn How To Write Ads that generate profits plus other direct marketing secrets when going to www.JohnAnghelache.com.
