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Joachim Fest

Advice Blaspheming Copywriting Dogma

Joachim Fest

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If you wish to take your copywriting to the following degree, take a look at trying out CRAZY stuff. And through that I imply, trying out issues that absolutely and totally shatter all of the well-liked advertising and marketing, promoting and copywriting “regulations” set down through the outdated advertising and marketing masters — like John Caples, Claude Hopkins, David Ogilvy, Gary Halbert, Eugene Schwartz, Robert Collier, Bruce Barton… and the record is going on.

All GREAT entrepreneurs. And us whipper-snappers nowadays owe them BIG time. I imply, those guys paved the path for us. And lots of the absolute best books, eBooks, lessons, and many others quote those guys bankruptcy through bankruptcy and verse through verse. However you recognize what? Letting your self be enslaved to their “regulations” isn’t any excellent.

Sure, they make nice pointers. And sure, it is advisable to grasp the basics. However ultimately, it is time to wreck the ones regulations and get started trying out loopy concepts everybody else would by no means suppose to. Take, as an example, Gary Halbert’s coat of palms gross sales letter. It is arguably essentially the most mailed gross sales letter in historical past. And but…

* There is not any (gasp!) headline.

* It is not lengthy reproduction.

* It wasn’t even centered (they pulled names from the telephone e-book!)

3 MAJOR regulations disregarded. And but, that bad-boy mailed to loads of thousands and thousands of other folks. Anyway, the purpose? All of the giant copywriting regulations are extraordinarily essential. However they are kinda just like the Biblical sabbath day. There is a tale within the Bible the place the disciples had been amassing corn at the sabbath (when other folks had been intended to leisure and no longer do any paintings) and the Pharisees get started pointing the finger asking how they must be allowed to do any such factor.

Jesus’s solution? “The sabbath used to be made for guy, and no longer guy for the sabbath.” And that concept applies DIRECTLY to copywriting, too. The outdated time regulations are nice and feature made FORTUNES for other folks. However do not be enslaved to them. Actually, from time to time… ruthlessly wreck them. You simply by no means know what you can in finding.
 

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