Every single direct-response advertising “guru” that I’ve learned from… they all have a guru: His name is Dan Kennedy.
At the time of writing this – September 2019 – Dan is not in good health. I heard about this sad news through the social media grapevine.
I started seeing one post after another about how much of an influence Dan was on their career.
They say if you hear about something 3 times from 3 different sources, then you should check it out (Side note: Not sure who “they” are, but I’m running with it…)
“It’s a must-read”
“It’s the bible of copywriting”
Just like realizing that your blackbelt has a blackbelt, you start to find out how deep the rabbit hole goes.
That’s why I read “The Ultimate Sales Letter” by Dan Kennedy.
There were SO MANY great ideas in this book…
But – without further adieu – my BIGGEST TAKEAWAY from the book:
Dan visualizes the recipients of his ads as living, breathing, thinking, feeling, walking, talking human beings… because they are.
To step in their shoes, he asks the “10 Smart Market Diagnosis and Profiling Questions” every time he takes on a copywriting job:
So it goes – next time you go to write to your customer, see how many (and how deeply) you can answer each of these questions, and the words will write themselves.
Simple framework for an ad: Problem > Agitation > Solution
E.G. Identify your prospect’s problem (which you should have an idea about after researching the 10 Smart Market Questions above)… then get them emotional about it… and finally, identify the solution to the problem, which, of course, you will provide with your product or service.
Get the book on Amazon here: https://www.amazon.com/Ultimate-Sales-Letter-Attract-Customers/dp/1440511411/
© 2020 – Michael J. McGovern