The curse of back-to-front copy

… and how it can screw up a good thing.

There is an established, tested sequence that gets people to read/listen to/watch your emails, ads - whatever.

Any fool can learn it but it many fools don’t.

This is because they believe any fool can write good copy.

This is not so.

Every day all over the world fools pay the price.

And it’s such a shame.

Take a business which seeks work for talented people in poor countries.

They sent me a letter.

It is quite well written. No jargon, friendly, explains what they do and has a great offer.

But it is back to front. 

The writer starts by saying his name, where he comes from, then all about his “social enterprise”.

And you know what? I don’t care about any of that.

I am busy. I want to know WIIFM – What’s In It For Me.

Don't you?

He begins to wander round the point…

“Have you ever thought about hiring remotely?”

Then… he goes on to explain what they do...

And at long last tells me what the deal is.

And it’s great! 5 free hours from people who work for next to nothing.

Have a look...

Why is the great deal almost at the very end?

Having said which, the thing most recalled in a letter is the P.S.

So make it a good one - not like the one here.

If you want to write decent copy, for God’s sake start with the benefit.

The key was suggested a good 70 years ago.

“To whom are you offering what ultimate benefit?” - Irving Wundermann.

But even after 70 years it hasn’t percolated through the skulls of most who write copy - let alone those who pay for it.

It really infuriates me how so many people haven’t bothered to study what works and what doesn’t.

Good copy can outsell bad by 5:1.

For you it can make the difference between bankruptcy and success.

If you’re not doing as well as you think you should, bad copy is often the reason.

We understand what works and what doesn’t which is why we succeed where others fail.

Just click here, we can almost certainly help.

Best,

Drayton

P.S. Know anyone who'd appreciate my Bird Droppings? Tell them to sign up to my mailing list here (dg250.infusionsoft.com/app/form/signup).