{"id":3915,"date":"2010-11-03T00:00:29","date_gmt":"2010-11-03T07:00:29","guid":{"rendered":"http:\/\/bensettle.com\/blog\/?p=3915"},"modified":"2010-11-03T00:00:29","modified_gmt":"2010-11-03T07:00:29","slug":"the-lazy-mans-way-to-copywriting-poverty","status":"publish","type":"post","link":"https:\/\/bensettle.com\/blog\/the-lazy-mans-way-to-copywriting-poverty\/","title":{"rendered":"The Lazy Man’s Way To Copywriting Poverty"},"content":{"rendered":"

I used to swipe hard. <\/p>\n

The 18 page sales letters. The 34 word headlines.<\/p>\n

But I didn’t start writing ads that made lots of sales until I swiped less — a lot less. In fact, I used to swipe so much, I had certain ads practically memorized and would take one section from one ad, nail it next to another section of another ad, smooth over and run,<\/p>\n

The result?<\/p>\n

Ads that were not even fit for print<\/strong>.<\/p>\n

I mean, just horrible.<\/p>\n

But you know what the worst part was?<\/p>\n

I didn’t realize until later that the Internet sales letters I was swiping were simply no good at all. And that, instead, I should have been studying (not swiping) OFFLINE sales letters that are tested in the cold, brutal world of direct mail.<\/p>\n

Sales letters like…<\/p>\n