Dear subscriber,
There are challenging books.
There are intellectually taxing books.
And then there’s Eugene Schwartz’s book on copywriting, Breakthrough Advertising.
I’ve probably read it seven or eight times and each time I reread it, it still makes my brain go to porridge. I’m telling you, this book makes Metaphysics by Aristotle read like an Archie comic book. The plot line for the movie Inception is more straightforward!
You get the idea.
If you’re a greenhorn copywriter, I wouldn’t recommend starting with this book.
That said, there are some lessons even the copywriting “fresh meat” could easily pick up and run with.
For example, Schwartz said that your sales copy should be like a display window – it should be clear and not call attention to itself. You don’t want cracks, smears, and unnecessary decorations. You want that copy to be like a pristine, uncluttered showcase, where the product takes center stage.
That analogy is spot on.
Sales copy and window displays have the same job –
To Showcase The Product!
Now, if your sales copy is like a window display, then what would dirty up that window display?
Well, check out the list below.
This list contains things that can dirty up your sales copy (window display) and make it difficult for the reader to see the product you’re trying to sell. The list is in rank order. We’ll go from slight smears all the way to… well, you’ll see.
Here’s the list:
*Unnecessary pictures and fancy graphics – dirty smears
*Too many big words – cracks
*Poor logical flow – bird crap
*Jarring transitions – used bubble gum
*Abstract and flowery language – flicked booger
*Rambling – vomit spray
Bottom line:
Keep Your Sales Copy Clean!
Don’t dirty up your sales copy and make it hard for your readers to see what the hell you’re talking about.
Editing your copy is key. This is where you clean up all that crap that’s blocking your readers’ view.
The bottom, bottom line:
Your sales copy should be so clear and so easy to read that your reader’s focus is on the one thing it should be on:
Your Product!
Now hear ye:
If you’re itching for a copywriting book that won’t fry your brain cells, a book that dishes out practical tips, and battle-tested techniques that, if correctly applied, can rake in those sales…
… then look-see here: https://kelvindorsey.com/5-hour-copy-course/
Your friend,
Kelvin
Email Marketing Maverick
