Category Archives: Copywriting Heads Up

My first thought was, “Woah, that’s a good question.”
A top Internet marketing guru was interviewing me before deciding to hire me. He hit me with a seemingly simple question… that still stopped me in my tracks. It went something like this…
“What’s the most important component of writing copy?”
Woah. I’d honestly never [...]

Michel Fortin once told me the 3 most important elements to test in a sales letter are the headline, price and offer.
Price points are easy to come up with. The headline takes a lot of work… but that’ll come from my research.
The offer is something you need to team up and strategize with [...]

When writing copy, you’re not selling a product/service so much as you’re selling a solution.  A solution that solves a problem or fulfills a desire.
So instead of asking something silly like, “What’s your product?”, I ask about the major benefit.  And that’s question #2 on my questionnaire:
“2) In one or two sentences only, what major [...]

The sales letter was good.  It was more than good, it rocked.
Michel Fortin was my copywriting coach at the time, he didn’t have anything to add.  It was ready to give to the client.
The client was a big name guru you’ve probably heard of.
And he hated it.  He changed it quite a bit, including the [...]