Syntax and Context in copywriting _ part 1

by SARubin

So, the other day I was having a little chat with a friend of mine (who’s also a writer) And after a couple beers, the conversation came around to the topic of syntax, and context in writing.

(yeah, I guess that probably makes us a couple of nerds. But this is the kind of stuff we’re interested in. And the small talk usually ends up turning to advertising, and copywriting)

So here we are…

Anyway, I thought I’d share the highlights of our conversation with you.

If you’re interested… then read on.

If you’re not interested… then I guess you can go nerd out somewhere else?

First, let’s start with a quick definition, just to get the ball rolling…

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Pre-suppositions in copywriting – an intermediate lesson (for beginners)

by SARubin

OK, I already know some of you more intelligent, and experienced copywriters, understand what pre-suppositions are, when it comes to persuasive copywriting?

So this lesson is for the less experienced sales writer, who wants to “up their game.”

First, let me start with a short and sweet definition, just to get this party started…

For the sake of this post, a pre-supposition (when it comes to copywriting) is basically the same thing as pre-framing or “priming” the next thing you’re about to say, to put your reader in the right state of mind.

(Yes, I can already hear the grammarians among us screaming “that’s not the true definition of a presupposition!”)

Well, maybe… maybe not. But I write copy designed to sells things, not to impress my English Lit. Professor. So this is the definition we’re going with for this post.

A pre-suppostion is often used to subtly achieve acceptance, and pre-dispose your reader to an idea, so they’re more open to believing the next part of your message.

OK, I’ll admit that definition might sound a little confusing. So…Would you like to see an example of what I’m talking about?
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This should always be your main focus when writing a sales piece

by SARubin

This short, but powerful post is about what our main focus should always be when writing a sales piece .

I decided to write it because there was thread on one of the forums I sometimes visit, from someone who wanted advice on how to increase donations to her crowdfunding page.

One of the replies that came from a member of the forum contained the following passage…

[Quote]

In addition to the feedback you have already rec’d, my opinion for faster fund raising results is to refocus your campaign on the traffic that comes there, and of course, the SOURCE of this traffic and I think they are more interested in your goodies at the different levels.

Crowd fund raising investors, outside of family friends, want to see what is in it for them,

[End Quote]

^^^ I just want to say… That contains a brilliant bit of advice right there!!! ^^^

I’ve told people this, over and over (and over again). Sometimes they get it… More often, they don’t…
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Email copy – Good… or not?

by SARubin

Well, the other day I posted a thread here with a direct response copywriting exercise.

I was trying to add some hands on education to this site. And I did get a couple private emails asking for more posts like these.

But, other than that… nothing more than crickets chirping… and tumbleweeds rolling.

So, I’m thinking that maybe not too many people here are interested in exercising their sales copy skills?

But, I’ve never been one to “take the hint” (at least not on the first go around)

So let’s try again (one more time)… shall we?

This is an email I got from Netflix a couple days ago…

I won’t break it down with any critique this time. I’ll just let you look at it, and soak it all in…

So what do you think of it?
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A little activity to exercise your sales copy chops

by SARubin

Good morning Mr. and Mrs. Copywriter (and all the ships at sea)

Here’s a little game to help you new writers (and experienced writers as well) exercise your sales copy brains.

I don’t remember when I first picked up the lesson? But one of my writing coaches taught it to me years ago. And every once in a while it’s something I still do (when I have the time)

Basically we take a winning sales letter and dissect it. To see what makes it work.

Today we’re looking at a direct mail piece I got, from a local insurance guy.

No, I didn’t write it. And I’m not affiliated with the guy in any way.

But I’ve gotten this same letter every couple months, for more than a year now. Which leads me to believe it’s a responsive control piece.

(for the new writers here, a “control piece” basically means it’s getting a good enough response rate, to make it worth mailing, over and over again)

I blocked out the contact info, just for privacy sake. But the rest of the letter is intact.

Anyway, here it is…
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