How I wrote my first control
Published: Sat, 07/02/16
A true “Ah-HA!” moment.
Something that made my ads instantly more profitable (I wrote my longest running control — been going for 9 years now afterwards, if that tells you something) and, can do the same for you — especially if you’re someone who is confused about copywriting, not getting the results you want, and don’t know where to turn.
What was the moment?
It was an interview the late copywriter John Ritz did with the World’s Greatest Copywriting Coach David Garfinkel. A lot of great info was dropped. But, what changed everything for me was when they talked about something David does during the *research* part.
It had nothing to do with writing.
Or persuasion.
Or, any idiotic “ninja” techniques.
It was simply a way of approaching how to *research* copy so you almost cannot fail (assuming you have an offer people want and a list of leads receptive to said offer) even if your writing is weak.
Anyway, I have no idea how to get that recording anymore.
It was a bonus for a product I bought from Mr. Ritz.
(And since he is no longer with us, good luck finding it.)
But, fear ye not.
Every month in elBenbo's Apprentice we are going to add an exclusive interview with an A-list copywriter or marketer that I virtually apprentice under (i.e. the people I study, pay homage to, and learn from via their teachings, products, studying their lives, etc). And, the FIRST one we’re putting up (that is waiting for your righteous booty inside the members area as I type this) is an interview with Mr. Garfinkel.
And, yes, he talks in detail about this research secret.
As well as many other brilliant copywriting insights, too.
In fact, one of my favorite parts is when he talks about how he used his experience in the news business (he was Bureau Chief for a major paper before he was a copywriter) to write world class headlines.
I don’t know too many in copywriting with that experience.
Except, that is, for David Garfinkel.
To access it today simply join elBenbo’s Apprentice.
If you join before tomorrow at midnight (EST) you’ll get in for a fraction of what it costs to buy a small plain black McDonalds coffee each day.
Deadline’s approaching.
Get ye in here, while you still can:
http://www.elBenbosApprentice.com
Ben Settle