One of the greatest alltime copywriters Gene Schwartz swore by it and as copywriting history shows, this one secret thing really did make more money than anything else. actually, Gene said it best. "Your OFFER," Gene said, "can make a hero or a bum out of the finest, slickest string of words you ever turned out."
Is it really that simple? IT SURE IS, REALLY,
It's amazing how many copywriters overlook this fact.
Just imagine, as you throw in the right bonus, switch to the right price, or reword your guarantee … Your customer service phones start ringing off the hook.
Adding the right offer in minutes what weeks of crafting a whole new sales letter, may not accomplish. You can even see the right offer breathe life into "dead" lists of customers. That's why I now never think of writing a sales letter without working out the offer details … I even write the offer out before I do anything else.
Nothing is more important than making sure I'm thinking about the customer, right out of the gate … Since doing this, I can safely say, no step has done more to focus my lead and headline ideas … and no other insight has made it easier for me to focus on the rest of what my sales message needs to do, when I'm writing.
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