Brilliant Deviant

Category Archive: Direct Response Copywriting

Make Them Switch Gears

In direct response copywriting, the most important part is getting your email opened the first 2 lines read. In direct mail, the goal is the same. In short, avoid being ignored, or thrown in the virtual trashcan or the very real bin.
Let’s focus on email for this particular post. The key variables are:

Subject Line
Introduction or “Greeting”[…]

Providing The Negative Upfront

People get so much crap in their email and in the post. You need to make your prospect switch gears.
We can learn something here from Warren Buffet. In his stock presentations, he starts with bad news.
Why would he do such a thing? 
a) He’s gets the bad news out the way.[…]