Something else I’m teaching my copywriting fledgling:

If you want to give your ads an instant bump in response (sometimes a very big bump)… you don’t necessarily have to touch a word of the copy.

You simply create a better offer.

The late (great) direct marketing legend Ed Mayer sayeths:

The list is 40% of the battle.

Offer is 40% of the battle.

Copy is just 20% of the battle.

I think an argument can be made that your list quality is 50%, but who am I to challenge the ghost of one of the best direct marketing teachers who ever lived?

Either way, your offer is mucho important.

Your copy is important, too, obviously.

But your offer has DOUBLE the impact.

Thus…

In my way of thinking, it makes sense to spend more time on your offer than your actual copy.

Make ’em feel almost crazy for NOT buying.

Example:

A mechanic who says if he doesn’t fix you car right the first time, he’ll buy your car. Or the self defense school who, if you’re not happy, will buy you a month of lessons from any of his competitors. Or, in our next Oceans 4 deal in Austin in October… if you bring someone who pays, you can have a seat at the table free (but only the person who pays gets the hot seat), etc.

Anyway, the message is clear my little droogling:

Make your offers irresitable.

Impossible to ignore.

And, a total no-brainer to buy from.

BTW, speaking of Oceans 4…

If you want in, best pipe up now.

Just had another spot taken.

Reply to this email if you want more info, have questions or simply want to get your spot before someone else takes it.

Time is short.

Hurry.

Ben Settle

P.S. Here is a testimonial about our last Oceans 4 from Agora Financial — 9-figure per year newsletter empire, and 3x’s return client:

This is the real deal, amigo.

At our event real business connections & friendships are formed. Real so-called “impossible” marketing problems are solved. And, yes, real money is made.

Reply to this email to get in, while you can.