Some would argue that significantly successful copywriters are born not made. I suppose you could say the same thing for long-distance runners or sculptors. The talent is there, but the perfecting is in the practice.
Still, the rest of us can learn from these classic tactics employed by some of direct mail’s best, which have stood the test of time:
1. Know your audience. How To Write A More Effective Technical Brochure. Bob Bly
2. When writing headlines, go straight to the heart of the matter, without any attempt at cleverness. How To Write Headlines That Work. Brian Clark, Copyblogger.
3. Never “create” – know the product to the core and combine the details in new ways. Eugene Schwartz’s 8 Rules of Great Copywriting. Eugene Schwartz
4. Your reader matters most. 100 Great Copywriting Ideas from Leading Companies Around the World. Andy Maslen.
5. Tell A story. Great copywriters are great storytellers. Miguel Alvarez y Mena Brito
6. The consumer isn’t a moron; she is your wife. Wiki Quote. David Ogilvy
7. Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read. WikiQuotes. Leo Burnett
8. Think strategically and objectively. Experiment. Meet the Masters. Martin Baier
9. People buy benefits, not features. Bob Stone’s 30 timeless Direct Marketing Principles. Bob Stone.
10. Intelligent redundancy has selling power. ProCopyTips. Dean Rieck
11. “Copywriter, you are Peter Pan, and what you’re selling is Tinker Bell. And unless that reader believes… Tinker Bell will drop dead." Copywriter magazine. Herschell Gordon Lewis.
12. “Now I spend hours on headlines—days if necessary.” Target Marketing. John Caples
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