THE LEVISON LETTER
Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising
Ivan Levison, Direct Response Copywriting
Volume: 22 Number: 8
Five quick copywriting tips to remember
#1. Keep it simple.
Your prospects don't want to think about your message.
want to understand, QUICKLY, exactly what your product or
service can do for them. So don't use long sentences when
short ones will do. Don't use long words when short ones
will do. Explain benefits clearly. Strip off the verbal fat
and write rock-hard, muscular prose that gets results!
#2. Keep it short.
Some years ago I used to write long selling-letters
"The more you tell, the more you sell" was my watchword.
And the long stuff pulled just great. Now things are
changing. Readers are less patient. Their attention spans are
shorter. Which means that the sales letters, email, etc., I write
are getting shorter too. Does this move to a shorter format
bother me? Absolutely not! The only thing any direct
response copywriter should care about is what WORKS.
#3. Keep it lively.
Hey, it isn't a crime yet in this country to have a
enthusiasm or a sense of humor. If your marketing materials
are flat or boring, bring a little personality to the party. You
know, your sales letters, email, etc., need to communicate
more than features and benefits. They have to truly engage
the reader and connect at some emotional level. So don't be
afraid to write with a little punch. The spark you or your
copywriter bring to a project can make all the difference!
#4. Keep it real.
"Creative" advertising agencies -- the ones
with the hip
bubble-gum machines and barber chairs -- are often into puns,
jokes, double meanings, metaphors, cleverness, and hilarity of
all kinds. The ads and commercials they create are meant to be
fun. Chances are, though, YOU will do much better being
direct and down to earth. When you¹re selling your product
or service, resist the urge to get "creative." Keep your
feet on the
ground, be direct, sell with conviction, and all will be well!
#5. Keep it persuasive.
You must never forget that to be successful you have
(or hire) a terrific sales person. What's the best way to
sell someone something? The answer is face to face, one on one.
When you're right there with a prospect, you can "read"
answer their questions, overcome resistance, and perhaps most
important, close the sale! But we can't be everywhere, selling
in person. This means our ads, emails, sales letters, and the like,
are proxies for us. They are, as someone once said, salesmanship
in print. Make sure that all YOUR sales materials are selling
hard and the coming years will be profitable indeed!
How To Get In Touch
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904
Phone: (415) 461-0672
Fax: (415) 461-7738
Web Site: http://www.levison.com
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