One of the first big \u201cah-HA!\u201d moments I ever had about copywriting was when I read the late, great Eugene Schwartz talk about how a sales letter is the \u201cfunctional\u201d product, sent out in front of the physical product.<\/p>\n
In other words:<\/p>\n
Sales copy (when done right) is what a product does.<\/p>\n
Not what it \u201cis.\u201d<\/p>\n
So, for example, if I write an email talking about the August \u201cEmail Players\u201d issue, I would be a fool to talk about the paper it is printed on, the color of the ink, etc. Instead, if I\u2019m smart, I\u2019ll talk about what it does and stick in the craw of their psychology.<\/p>\n
Gene Schwartz called them:<\/p>\n
Does\u2019ies.<\/p>\n
Take a dog, for example.<\/p>\n
A dog is an animal with 4 legs, a heart, a tail, fur, etc.<\/p>\n
Those facts do nothing for you.<\/p>\n
But talking about how a dog will be waiting for you at the door when you arrive and lick your face when you had a bad day is a does\u2019ie.<\/p>\n
It\u2019s something the dog does for you.<\/p>\n
And here\u2019s something else:<\/p>\n
Another big \u201cah-HA!\u201d moment I had (even more Valuable than the Gene Schwartz lesson above) was when I learned the secret persuasion \u201claw\u201d talked about in the upcoming August \u201cEmail Players\u201d issue.<\/p>\n
Something that:<\/p>\n
Works even if your writing skills are weak<\/p>\n
It goes to the printer in a few short days.<\/p>\n
If you want it, subscribe here today, while there is still time:<\/p>\n