No, not that kind of trans.
In fact, while I can’t say for sure (never met him), so I cannot in any way, shape, or form speak for the guy… I suspect the copywriter I’m referring to probably would have assumed anyone with so much as pronouns in their social media bios is a pedo.
The copywriter I speak of:
The late, great Jim Rutz.
And while I learned many great lessons from him — and still do when I see his work, takes me to school every single time — one of the most practical was how he wrote his transition sentences.
Or, as I like to call ’em:
“trans sentences.”
Especially the line under a subhead.
I once heard him explain how he wrote them in a way so there is no reason to stop reading.
Another master at this:
The late Gene Schwartz.
He is another big influence when it comes to transition sentences.
And over the years I’ve invented many of my own based off studying his work.
Especially since getting deep into email.
Go thou and do likewise.
You can never have too many great transition sentences in your copywriting arsenal. The goal is to get so good at them, and so comfortable writing them, that you don’t even think about it – you just “do.”
All right, on to the business.
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Ben Settle
