Enjoy these timeless tips selected from the republished works of late copywriting great (and horror movie innovator) Herschell Gordon Lewis. If you enjoy these excerpts, don’t forget to download the free eBook!
The reigning heavyweight champion of profit-making copy has provided incisive tips and witty commentary over the past year. Here’s a little Xmas gift featuring some of his wisest words from 2021.
Drayton Bird presents an example of persuasive writing from a man he describes as the best copywriter ever.
Don’t be vague. It kills.
You probably won’t die.
But the response to your copy will.
Imagine someone tells you, “I’m going to make you rich someday”.
I bet the first thing you’ll want to know is “how rich?”
Followed by, “when?”
If you’re like most people you won’t bother asking.
Because you’ll assume their claim is a load of twaddle.
Don’t make the same mistake.
Tell people exactly what they’re getting.
Here’s an example:
In 1964 I wrote copy for a device called, the Bullworker.
Which made you “stronger, quickly”.
After a closer look at what the Bullworker did I wrote an ad with this headline:
That headline sold 30,000 Bullworkers in the first year.
The Bullworker still sells all over the world.
Go online and look.
Here’s a shortened version of the ad I wrote 55 years ago.
That headline anticipates and answers the important questions.
All their questions were answered.
With facts.
Not vague, sweeping statements they couldn’t trust.
There was no reason to say “no”.
And 4 compelling reasons to say “yes”.
If this ad had been headed “do this and you’ll get fit, sometime” would you have cared enough to open it?
I doubt it.
Be precise. Be persuasive. Be believable.
Or if you’d rather we do it for you, get in touch – http://draytonbird.net/agenq/
Between us, we’ve been telling people precisely what things do for them for 82 years – so we have a pretty good idea what we’re doing.
And if we don’t get you better results you don’t pay.
So what have you got to lose? – http://draytonbird.net/agenq/
Best,
Drayton
Copywriting great Drayton Bird recalls one of the finest talks on copywriting he’s ever witnessed. Entitled “20 Opinionated Answers to 20 Questions Nobody Asked,” it’s full of wit and wisdom which is just as relevant today – even if the mediums have evolved. Take away just one lesson and you’re sure to benefit.
Drayton Bird – the most direct of direct marketers – deconstructs an advert from an investment company. Why was it so bad? Drayton explains in gruesome detail.
Rosser Reeves was an advertising titan from a dim and distant past. The late great Herschell Gordon Lewis reveals the timeless lesson all direct marketers should learn from him. (Note: this article is an excerpt from our eBook featuring a collection of Herschell’s works.)
Copywriting legend Drayton Bird recalls working with the real-life Don Draper. So, what DID he learn?
Social media platform TikTok has come to the fore as a means of bringing people together during these socially distant times. While the video sharing app might not be a suitable option for all businesses, content marketing specialist Ashley Lipman reveals the industries which are benefitting – and some of the best practice techniques they employ.
Advertisers are tripping over themselves to grasp the opportunity that AI and machine learning offer. But do they know what they’re doing? Rob Bennett, CEO at rehab, gives his verdict on the future of AI in advertising and how forward-thinking companies are using AI to improve engagement with customers.