Copywriting Mastery – Revealed

Rosser Reeves was known for ugly advertising.  He believed that the USP, a term he invented, was in the product itself, and not created by the advertising.  Once he had the USP, he repeated it ad nauseum.  Some might argue that his 'in your face' style wouldn't work today.  People have become too adept at tuning out ads.  But the ever combative Reeves would counter that, given a failing company with fruitless advertising, everything depending on it, which would you prefer?  Fancy writing, or bottom line results?

Speaking of ugly advertising, today we'll look at a bit of Dan Kennedy's work.  One piece of his mailed in a mini trash can, with bag of peanuts inside.  The letter was from a squirrel, who thought the prospect was nuts for not taking up the offer.  His copy often looks like it was hastily thrown together at the last minute.  Before we get into today's study, let's make this work for you.

If you have a group of people in a room, you'll be able to see this work in real time.  Make two fliers.  One polished, on nice paper, etc.  The second on some awful fluorescent stuff.  On the second, crowd everything in, with hand written notes.  Perhaps make it look like an article somebody copied, cutting off the first column, as if you couldn't get it quite right at the copy machine.

Stack these side by side, and see how many you have left. 

Onward.

To see the letter we'll analyze, click here.

Notice the headline is in fact below the fold.  In fact, everything above the blue order text is standard for his product pages.  Including, I would guess, his 5.0 out of 5 'average' user rating.  This goes against prevailing wisdom, not to mention tests, but Dan Kennedy is such a strong brand, and this is unlikely the first contact, that it may make less difference in this application than it would for an unknown.  Since it's a rather expensive purchase, it makes sense to have an order bar above the fold.  Likely prospects return to reread before buying.  Your analytics will tell you if this is the case for your product as well.

[It's also number three in google for keywords "copywriting mastery", beating this blog handily by five slots.]

Moving on, to the letter itself, we have the pre-head.  It's an announcing type, but leaves off the tired word 'announcing'.  And it seems to be another of Dan's retirements.  Which fits well into his 'more money, less work' brand.  Then a pic of the product, which supports the order link above, and keeps the headline below the fold.  Generally, eye tracking tests have found that people read the pre-head after the headline.  In this case, that seems unlikely.

And at last, the headline itself.  From the looks of it, DK is going to be selling money at a discount.  We'll discover that later.  A classic how to, plus benefit.  Notice "THE".  As in THE Bible.  Strengthens an otherwise blah construct.  Try it.  "The Most Valuable And Profitable Skill".  Not as effective.  This is the big promise, that you will learn this skill.  The benefits, derived from lower level benefits like writing faster, etc., fit well with his brand.

A headline like this, on the weak side and less specific, will work to draw in people who perhaps don't really know what 'copywriting' is, or who don't consider it valuable.  Who wouldn't want to earn more while doing less?  How instantly gratifying.

Then an ugly cartoon invoking the pen is mightier than the sword.  This kind of 'proof' brilliantly supports the claim the letter makes, and we're starting to clue in to what's for sale here.  How much statistical and expert proof would it take to equal the credibility of this old saw, ingrained since our youth?

Doesn't that cartoon make it easy to scan down to the next sentence?  I may have to swipe that tactic.  So then we have a statement that fires up greed glands and jealousy.  He then dissociates himself.  He's not so great, his product is.  Next: 'And if I can do it, anyone can do it'.  This sets us up nicely for

The X-Factor.  Wow.  Secret knowledge.  I can't believe he's 'revealing' this.  I'm about to 'discover'...  See how he does some work to build rapport.  It's his story, but who couldn't relate to believing that they think differently (i.e. are 'special').  He's also develping personality in copy. 

Notice the first highlighted text.  Nothing to disagree with there.  So begins the 'Yes Train'.  Mark how he keeps you nodding your head.  Apples to oranges, circular logic, etc.

There's much more to see, but this post is going long.  We'll pick it up.  In the meantime, feel free to look ahead.  There's quite a surprise turn up ahead.

To your Copywriting Mastery,

Sheridan Randolph