Copywriting samples: why most sales copy doesn't work

If you write, there’s a certain approach you need to have, if you want people to understand what you’re saying and buy what you’re selling.

You need to think you’re in the communications business, not the marketing or selling business.  And you need to write clearly.

Effective writing is above all, easy to understand.  And that doesn’t necessarily mean you need to provide loads of details and specifics.  I’ve seen tons of ads and sales letters filled with stats and details, and in the end, I still have no clue what the heck’s going on or what the writer is trying to tell me or what they want me to do.

The biggest problem people have is that they just need to write in plain and simple English.  The same way you speak, which hopefully, is also in plain and simple English.

And that means using words and phrases and analogies everyone’s familiar with.

Things like, “We’re headed into the dog days of Summer.”  Or, “As sure as the sun rises in the east and sets in the west, you can depend on…”  Or, “Operating this mower is as easy as falling off a log.”

And once in a while you want to take people down memory lane, like this: “I stumbled across my old 8-track tape player, buried under some dusty shelves in my garage.  It was as old as dirt.  It reminded me of an expression my grandfather used to say, ‘Build a better mousetrap and the world will beat a path to your door.’  But even the best mousetrap stops working over time, right?

Well… not any more.  You see, out in California, an unusual scientist has just developed…”

You need to use loads of cliches like this because that’s how people speak.  And if you want to write clearly, you want to write in every day English.

You can never ever be too clear in what you’re saying, or say something too simply.  Yet for some reason, most people write like they’re trying to impress their high-school English teacher.  Remember though – your English teacher may know how to use proper grammar, but she doesn’t know how to make even one thin dime with that knowledge.

So ask yourself, do you want to be “right,” or… do you want to be rich?

Now go sell something, Craig Garber

P.S.  On page 42, you will uncover the single greatest “secret weapon” for making money in any business.  How powerful is this secret?  Quite simply, it is the best ongoing, predictable and long-term source of income and repeat customers in the world.  And it has almost zero downside risk.

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About the Author

Craig GarberAuthor of "How To Make Maximum Money With Minimum Customers, " and publisher of Seductive Selling - an offline marketing newsletter currently read in 15 countries, world-wide. In a nutshell, I do two things: 1. I show you how to attract a reliable, steady stream of pre-qualified leads who are ready to do business with you NOW... 2. And I increase your net profits and cash-flow, by increasing your customer, client, or patient value -- often, dramatically. How do I do this? By developing, and helping you implement, unique, personalized lead generation and marketing strategies... using compelling sales messages that push your customers emotional buy-buttons. I've worked with over 300 clients in more than 104 different industries, since March of 2000, and I really enjoy what I do. I'm a stable, reliable, happily married family guy with three kids who loves life and always follows through on my commitments and promises. I love to listen to music, workout, read, travel with my family, take pictures, and go bass fishing. I always say "Yes," when it comes to good cigars, good books, and good coffee :-)