How do you get better at copywriting?
Let me guess:
• You hand-copy legendary ads
• You analyze their sales letters
• You try to model them.
Which is the EXACT reason you’re failing.
Stop listening to clueless gurus.
Do this instead:
>>>A CopyTHINKING Thread🧵<<<
Let me guess:
• You hand-copy legendary ads
• You analyze their sales letters
• You try to model them.
Which is the EXACT reason you’re failing.
Stop listening to clueless gurus.
Do this instead:
>>>A CopyTHINKING Thread🧵<<<
Imagine us in court.
You and I.
I’ll be the prosecutor.
And I have one job: to prove to you that OG copywriters are killing your copy skills.
Not an easy job.
Which is why I brought my silver suitcase. I put it on the table with a BANG and look into your eyes:
You and I.
I’ll be the prosecutor.
And I have one job: to prove to you that OG copywriters are killing your copy skills.
Not an easy job.
Which is why I brought my silver suitcase. I put it on the table with a BANG and look into your eyes:
I have 3 pieces of proof inside this suitcase.
And for the first time ever in this court? I won’t call any witnesses to the stand.
Not because I don’t have any.
But because I have TOO many.
That’s how air-tight my case is.
Allow me to begin.
Ladies and gentlemen of the jury…
And for the first time ever in this court? I won’t call any witnesses to the stand.
Not because I don’t have any.
But because I have TOO many.
That’s how air-tight my case is.
Allow me to begin.
Ladies and gentlemen of the jury…
Copywriters today are blind leading the blind.
Sheep.
And to prove it? Allow me to present my first piece of proof.
*I take out a piece of wrinkled paper out*
“Let the record show. This is an original ad written by Gary Halbert” I say.
The judge looks at the piece of paper…
Sheep.
And to prove it? Allow me to present my first piece of proof.
*I take out a piece of wrinkled paper out*
“Let the record show. This is an original ad written by Gary Halbert” I say.
The judge looks at the piece of paper…
And mumbles something along the lines of “this freaking George is gonna attack the legendary Halbert now?!”
But I made sure to fake not hearing.
“Judge!” I said.
The ad in front of you sold 8 figures. In dollars. Copywriters all around the world study this ad.
But…
But I made sure to fake not hearing.
“Judge!” I said.
The ad in front of you sold 8 figures. In dollars. Copywriters all around the world study this ad.
But…
They miss one thing:
This ad was directly emailed to the readers.
Meaning?
There was no context.
A person opens an envelope…
And the sales letter has to IMMEDIATELY capture your attention.
Thats why the hook is so aggressive.
And that’s my first point:
This ad was directly emailed to the readers.
Meaning?
There was no context.
A person opens an envelope…
And the sales letter has to IMMEDIATELY capture your attention.
Thats why the hook is so aggressive.
And that’s my first point:
In today’s world?
Sales letters with no context barely exist.
I’m gonna prove it to you and the jury right now:
We’re using the internet. Where people have to CLICK in order to get to a sales letter.
Click on what?
An ad. A post. An email.
Right?
Judge. You with me? Right?
Sales letters with no context barely exist.
I’m gonna prove it to you and the jury right now:
We’re using the internet. Where people have to CLICK in order to get to a sales letter.
Click on what?
An ad. A post. An email.
Right?
Judge. You with me? Right?
Okay.
Then the ad or post or email had some context. Yes?
It said something.
Preparing you to read the sales letter.
THERE IS CONTEXT.
And yet…
Judge…
And ladies and gentlemen of the jury…
Copywriters think the hook on the sales letter is what matters.
They’re wrong.
Then the ad or post or email had some context. Yes?
It said something.
Preparing you to read the sales letter.
THERE IS CONTEXT.
And yet…
Judge…
And ladies and gentlemen of the jury…
Copywriters think the hook on the sales letter is what matters.
They’re wrong.
Which leads me to my second point.
The hooks are aggressive.
The copy is also aggressive.
Lots of promises.
Exaggerated promises.
The pain? Judge… have you read any of them?
The pain is over-the-top.
Everything is blown up.
But judge…
Listen…
The hooks are aggressive.
The copy is also aggressive.
Lots of promises.
Exaggerated promises.
The pain? Judge… have you read any of them?
The pain is over-the-top.
Everything is blown up.
But judge…
Listen…
In today’s world?
You can’t write copy that’s so aggressive.
You’ll get closed. Or sued.
So what do copywriters do?
They model the aggressiveness.
The hype.
The over-the-top promises.
They lie.
Yes. Lie. I mean it.
They lie because that’s what they model.
Lies.
You can’t write copy that’s so aggressive.
You’ll get closed. Or sued.
So what do copywriters do?
They model the aggressiveness.
The hype.
The over-the-top promises.
They lie.
Yes. Lie. I mean it.
They lie because that’s what they model.
Lies.
Which leads me to my last point.
Copywriters today don’t know how to think.
They see an ad. A legendary ad.
Written by the legendary Oglivy.
And they model.
Blindly.
Sheep. I told you. Sheep.
But here’s what they’re missing…
Copywriters today don’t know how to think.
They see an ad. A legendary ad.
Written by the legendary Oglivy.
And they model.
Blindly.
Sheep. I told you. Sheep.
But here’s what they’re missing…
Oglivy’s audience had a VERY different awareness level.
And when I say awareness level?
I don’t necessarily mean awareness level in terms of the image you find on Google when you look it up.
That too.
But not only that.
Allow me to reach into my suitcase one last time:
And when I say awareness level?
I don’t necessarily mean awareness level in terms of the image you find on Google when you look it up.
That too.
But not only that.
Allow me to reach into my suitcase one last time:
See this piece of paper?
See the lady dressed in simple jeans and a loose tee?
That was the buyer of their ads.
Judge.
Listen.
Her name was Jane.
And she had no access to the internet.
She didn’t even have a TV at home.
So you see…
Judge. You listening?
You see…
See the lady dressed in simple jeans and a loose tee?
That was the buyer of their ads.
Judge.
Listen.
Her name was Jane.
And she had no access to the internet.
She didn’t even have a TV at home.
So you see…
Judge. You listening?
You see…
All Jane needed to see was something new.
Something she didn’t see before.
Which was not as difficult to do as it is today.
The info products business didn’t exist.
Technology? Was in its’ diapers.
Most of the markets were a lot less developed that they are today.
Now…
Something she didn’t see before.
Which was not as difficult to do as it is today.
The info products business didn’t exist.
Technology? Was in its’ diapers.
Most of the markets were a lot less developed that they are today.
Now…
Listen.
Sophistication levels were also very different.
Yes. They could be at the same levels they’re at today. Yes.
But those levels lived their life in a different way.
Remember: levels are people.
Levels don’t change. People’s behaviour doesn’t either. But context changes.
Sophistication levels were also very different.
Yes. They could be at the same levels they’re at today. Yes.
But those levels lived their life in a different way.
Remember: levels are people.
Levels don’t change. People’s behaviour doesn’t either. But context changes.
So you see…
When you model their ads and sales letters?
You’re modelling Windows 95 technology.
Some things are transferable.
Yes.
But a lot are irrelevant.
Makes sense?
Now Judge. And Jury. I’m not gonna leave you hanging…
When you model their ads and sales letters?
You’re modelling Windows 95 technology.
Some things are transferable.
Yes.
But a lot are irrelevant.
Makes sense?
Now Judge. And Jury. I’m not gonna leave you hanging…
Here’s what copywriters today should do:
They should learn basic terms.
• Awareness levels
• Sophistication levels
• Big ideas
• USPS
• Mechanisms
And everything else…
And then find sales letters that sell TODAY.
They should see AND understand CONTEXT.
Then…
They should learn basic terms.
• Awareness levels
• Sophistication levels
• Big ideas
• USPS
• Mechanisms
And everything else…
And then find sales letters that sell TODAY.
They should see AND understand CONTEXT.
Then…
After. And only after…
After they understand context…
See what works today…
Only then they can go and study legendary sales letters.
Only then can they REALLY differentiate what works from what doesn’t.
What’s relevant and what’s not.
Does that make sense ladies and gents?
After they understand context…
See what works today…
Only then they can go and study legendary sales letters.
Only then can they REALLY differentiate what works from what doesn’t.
What’s relevant and what’s not.
Does that make sense ladies and gents?
Ladies and gentlemen of the jury.
I don’t know whether I have proven my point or if I’ll win this trial.
But I ask you for one thing.
Make the decision for yourself. But don’t force your decision on others.
Retweet this.
Let others see the evidence and decide for themselves.
I don’t know whether I have proven my point or if I’ll win this trial.
But I ask you for one thing.
Make the decision for yourself. But don’t force your decision on others.
Retweet this.
Let others see the evidence and decide for themselves.
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