1. If it jiggles it’s fat (not just talking about Schwarzenegger’s take on weight loss, applies to editing copy too…)
2. Only emailing your list when you “have something to say” means you don’t have much to say
3. Nobody emails enough — including me
4. You won’t know you’ve gone too far until you’ve gone too far at least once (hat tip to personal branding author Peter Montoya)
5. Playing your game will ultimately make you more successful than playing someone else’s game
6. You don’t have to end all your prices with a 5, 7, or 9
7. Testimonials are not always required for high response
8. You don’t always need to offer a money-back guarantee
9. The answer is always in the market
10. Kneeling only makes it easier for them to lop your head off
11. People donate to victims, but they don’t buy from them
Believe it or not:
The above are some of the most profitable insights I’ve learned, observed, or had to figure out over the years. And while some may not seem like “copywriting” at a glance, they all can apply to every piece of copy you ever write.
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Ben Settle
