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Despite its stunningly bold claims, ad comes across as very believable and has generated a record-breaking parade of new clients.
3. Ask for action. The investigator's sales letter to divorce lawyers, beginning "Why almost every financial statement in family court may not disclose full net worth of opposing spouse," ends this way:
"I would like to meet with you at no charge to show you how I can be of service to you and your clients in future family law cases.
"Please call me at your convenience so we can set up a meeting to discuss further how I can assist your clients recover their fair share of assets. Call me directly at xxx - xxx-xxxx."
Killer copy always asks for action in most powerful way possible. Notice how above words spell out exactly what to do, and even make a big promise - that lawyer reading letter will recover more money in court for their clients (and, therefore, get more money themselves).
As you can see, a few words of killer copy can lead to massive amounts of money. In fact, many people say writing killer copy is single most valuable money-making skill in world.
And recently, writing copy was named as one of top 10 emerging professions for new century.
It doesn't surprise me. In age of Internet, old style of advertising copy -- saying something clever, and hoping people remember - just doesn't cut it anymore.
Besides, these days, with business-to-business advertising growing so fast, traditional advertising industry is feeling a lot of pressure for ads that really produce results. Why? Because, old-style advertising that entertains, but does not sell, is not cost-effective enough for many companies in today's hyper-competitive market.
Recently I heard from my former accountant. (A few years ago, he left accounting to start a new business.)
He asked me if I wouldn't mind sharing some ideas on how he could write killer copy for his own business.
I said sure. And now he's on his way to doing same thing that I do, for himself.
Funny thing about conversation we had other day. Unlike conversation we had back in 1995, he didn't kid me about drinking scotch, or anything else. Maybe he finally realized that when it comes to increasing your income, killer copy is serious business.
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© 2000 David Garfinkel. All rights reserved. David Garfinkel is widely recognized by many "marketing gurus" as their secret weapon. That is, he is known as "The World's Greatest Copywriting Coach"; because, he can, like no other, teach you how to turn words into cash. David is also author and narrator of Killer Copy Tactics, Web's first and only totally interactive audio/visual learning system for writing killer sales copy. You can learn more about this course at: