Something else I’m teaching my copywriting fledgling:<\/p>\n
If you want to give your ads an instant bump in response (sometimes\u00a0a very big bump)… you don’t necessarily have to touch a word of\u00a0the copy.<\/p>\n
You simply create a better offer.<\/p>\n
The late (great) direct marketing legend Ed Mayer sayeths:<\/strong><\/p>\n The list is 40% of the battle.<\/p>\n Offer is 40% of the battle.<\/p>\n Copy is just 20% of the battle.<\/p>\n I think an argument can be made that your list quality is 50%, but\u00a0who am I to challenge the ghost of one of the best direct marketing\u00a0teachers who ever lived?<\/p>\n Either way, your offer is mucho important.<\/p>\n Your copy is important, too, obviously.<\/p>\n But your offer has DOUBLE the impact<\/span>.<\/strong><\/p>\n Thus…<\/p>\n In my way of thinking, it makes sense to spend more time on your\u00a0offer than your actual copy.<\/p>\n Make ’em feel almost crazy for NOT buying.<\/p>\n Example:<\/p>\n A mechanic who says if he doesn’t fix you car right the first time,\u00a0he’ll buy your car. Or the self defense school who, if you’re not\u00a0happy, will buy you a month of lessons from any of his competitors.\u00a0Or, in our next Oceans 4 deal in Austin in October… if you bring\u00a0someone who pays, you can have a seat at the table free (but only\u00a0the person who pays gets the hot seat), etc.<\/p>\n Anyway, the message is clear my little droogling:<\/p>\n Make your offers irresitable.<\/p>\n Impossible to ignore.<\/p>\n And, a total no-brainer to buy from.<\/p>\n BTW, speaking of Oceans 4…<\/p>\n If you want in, best pipe up now.<\/p>\n Just had another spot taken.<\/p>\n Reply to this email if you want more info, have questions or simply\u00a0want to get your spot before someone else takes it.<\/p>\n Time is short.<\/p>\n Hurry.<\/p>\n Ben Settle<\/p>\n P.S.<\/strong> Here is a testimonial about our last Oceans 4 from Agora\u00a0Financial — 9-figure per year newsletter empire, and 3x’s return\u00a0client:<\/p>\n