Why you should defy the founding father of direct response copywriting in emails

Published: Thu, 08/12/21

Once upon a time, I was asked:

“Lots of the seminal copywriters said not to use humor in copy. But you use humor a lot, and it's subtle humor too. Not the kind that everyone necessarily gets. Why are the rules different for email? Is it because you already have a relationship with the reader and you're working on deepening it?”

This was a great, and timely question.

My answer:

I am pretty sure they are mostly clinging to what the late, great “founding father” of direct response copywriting as we know it, Claude Hopkins, said. And to a cold list they are probably correct — although it’s always worth testing, especially since that rule has been broken before.

But to your warm list, especially via email?

It’s a whole ‘nother story.

More:

I have found infotainment also lets me “get away” with selling more often via email, and even more blatantly. In fact, I believe if a business wants to be able to use blatant — even to the point of obnoxiousness — sales pitches and not lose the best part of their list’s attention, trust, and subscribership… then infotainment is a must.

In my experience, when done correctly, it trumps educating.

It trumps content.

And, it even trumps “Value.”

But, again, only when done correctly.

Which is what I teach in my popular “Infotainment Jackpot” book.

The sale on it this week ends tomorrow Friday 8/13 at midnight EDT.

Until then, my hearty Horde can have it at a thick $100.00 discount off the regular price.

Here’s the link:

https://www.EmailPlayers.com/jackpot

Use coupon code: BENGOOLIE

Make sure you see the price change before entering your info.

Ben Settle