The Halbert Copywriting Method Part III: The Simple Fast & Easy Editing Formula That Forces Buyers To Read Every Word Of Your Ads! Quotes
Quotes from "The Halbert Copywriting Method Part III: The Simple Fast & Easy Editing Formula That Forces Buyers To Read Every Word Of Your Ads!"
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“Knowing what really excites your prospects comes from understanding your buyers so well you know what they want to buy, when they want to buy it, what they need to hear to make the decision to buy, who they want to buy from, what will make them rush to buy now and so on but...Once you are ready to put all that information to use and it's time to tell the prospects about your really hot offer you want to cast a spell over the right prospects.”
“The biggest marketing triumphs and breakthroughs come from truly unique and effective hooks, offers, solutions or any combination of the three and the best breakthroughs come from really knowing your customers.”
“Never confuse good grammar with good copywriting.“Got Milk?” is a brilliant marketing campaign using bad grammar.Don’t sweat being grammatically correct until you are editing and even then you need to know when to break the rules.”
“A lot of foolish marketers make the mistake of not thinking about their readers’ state of mind when they are most likely to get the sales copy and this error has put millions of dollars in the pockets of copywriters who understand what prospects think and feel when they receive a sales message.”
“During the editing phase, your first job is to help the reader decide to start reading the copy and here is the problem.People read ads and websites looking for value. They want to feel like they understand what may be important to them and move along very quickly.”
“Fonts and backgrounds are usually handled by someone in charge of design but as a copywriter you need to insist on two things.
1. The font must be easy to read.
Online I prefer to use Arial for a font and in print I like Courier New but there are many other great choices which will work just fine.Just use common sense and read the copy to make sure the letter “t” doesn't look like the number 4 which I have seen.
2. You must insist on a background with a soft yet high contrast to the font. Black backgrounds with yellow or red fonts hurt your eyes very quickly.”
“Mistake 1. NOT HAVING A STRATEGIC MARKETING POSITION AND ARTICULATING IT CLEARLY A SMP is the critical sales message that you project to your customers and prospective customers that tells them very concisely: 1) Who you are and what it is that makes your business special and unique. 2) What benefit or result they will get if they do business with you over one of your competitors. 3) What your guarantee or customer satisfaction policy is.”
“Hunt down the big words and replace them with more simple and common words.”
“During your research, you should also have written down a lot industry specific technical words and jargon used by experts in the subject of your offer.
You should insert the technical words wherever appropriate and then quickly explain what they mean so the reader feels like you are a pro who won’t confuse them. This helps establish trust and makes the reader comfortable.”