Few copywriters are bright enough to study this

>> ... but maybe you're one of the few

Are you familiar with the acronym GIGO?

Garbage in, Garbage out?

But what about GoGi?

Garbage out, garbage in?

Every day you're told email is the way to get business.

But not if it's garbage.

And most is, because most people can't tell the difference between good and bad - and are too cheap to pay good copywriters.

Idiotic.

How can you tell the difference between a good copywriter and a tosser?

Simple. It is the same as with any other trade or profession.

Every one of the great copywriters I have known - and I have known many - had one thing in common.

They studied the past.

Every bad copywriter - and I have known far more than good - didn't study the past. Most today imagine if it isn't digital, it's irrelevant.

Idiots.

The other thing good copywriters have in common is that they cost more.

John E Powers. the first great copywriter - whom I wrote to you about yesterday- charged like the U. S. cavalry. But was cheap at the price.

If you understand good copy you won't laugh when you read the advertisement below. Nor will you be surprised that many of his ads were much longer.

And you will understand why Mr Powers sold so many machines they couldn't keep up with demand ... despite the incredibly high prices.

The cost the equivalent of - for the cheapest machine - $1,724.41.

And the Full Cabinet-Case in Mahogany or Walnut - that would set you back the equivalent of $3,138.24.

Notice how he uses the names of other buyers in an area. I haven't seen that done quite like that before.

And look at the detail he went into. He gave every reason to buy.

But you will instantly spot the only thing wrong: he never used headlines.

Good enough then, but not good enough now.

You will not be surprised that, though there are exceptions, what amateurs think makes a good headline is far from what experts, professionals, the money makers think.

If you don't have time to go back 160 years and discover what matters and what doesn't, well I wasn't there...

If you don't have time to go back 150 years and discover what matters and what doesn't, I've got a suggestion.

I wrote it all down in How to write sales-letters (and emails) that sell!

I rarely read my own books but I picked that up the other day and realised that Bob Bly - one of the world's best copywriters said it is "the best - and I've read them all".

Maybe you should. It can save you a lot of misery or make you a lot of money - or both.

It's here as a pdf - OR a limited edition signed by

Yours sincerely,

Drayton

P.S. Know anyone who'd appreciate my Bird Droppings? Tell them to sign up to my mailing list here.