Yesterday’s email to newbies sure rattled some cages!<\/p>\n
And the part that made the most noise was when I said: <\/p>\n
<\/p>\n <\/em><\/strong><\/p>\n What did I mean by this, exactly?<\/p>\n Well, I’m not saying ALL launch letters suck. Some are incredibly good and thoroughly tested. But, you gotta be careful<\/em> with which ones you choose to study, too.<\/p>\n And here are a few reasons why:<\/p>\n 1. They Are Sometimes Altered<\/strong><\/p>\n I personally know at least two top copywriters who slaved away on a big launch sales letter only to see their copy butchered by the client to the point where you had to wonder if a wee kindergardener wrote the dang thing.<\/p>\n 2. Some Are (Literally) “Slapped” Together Last Minute<\/strong><\/p>\n In fact, not long ago, an extremely savvy marketer (a “household name”) even admitted he only spent 3 hours on his big launch sales letter.<\/p>\n The copy was a mere afterthought. <\/p>\n 3. Some Work In SPITE Of The Copy<\/strong><\/p>\n Many launches are brilliantly marketed to the point where people don’t even READ the sales letters. Customers are buying due to brilliant marketing, launch strategy, pre-selling, JV partners and other factors besides copywriting.<\/p>\n Frankly, they’d probably get away with just an “order here” link.<\/p>\n So anyway, I’m not “poo-pooing” ALL launch letters.<\/p>\n