The Gene Schwartz copywriting lesson mouse-ily told
Published: Sun, 10/27/19
It’s by the late, great copywriter Gene Schwartz.
And, it’s probably the deepest book ever written on the subject. I’ve read it over 20 times since 2004, and I still get schooled anew on something every time I crack open its illustrious pages and read it again, which I try to do once per year, in between reading biographies of high achieving people.
The most valuable part?
Ironically, it ain’t even in the “guts” of the book.
It’s in the introduction.
Specifically, when he says:
“So this book is not about building better mousetraps. It is, however, about building larger mice, and then building terrifying fear of them in your customers.”
There is a lifetime of copywriting value in that.
And, over the past 15 years, I've used it in a secret way for writing emails, specifically.
In fact, it’s one of the two most powerful email copywriting methodologies I’ve used, continue to use, and will keep using from now til the end of my time on this earth. It’s also something I do that I consider so valuable, I include several examples of it inside the 100th “Email Players” issue, that goes to the printer in a few days.
I also talk about the other most powerful copywriting method I use, too, in that issue.
Something no copywriting book or program I ever done saw mentions. And, the few people I’ve seen who try doing it always muck it up, since they treat it like some kind of stupid tactic to use against a market, instead of as a tool to help assist a market in buying.
Whatever the case, the deadline to get this issue is Halloween.
Mere days from now.
Here’s the link:
http://www.EmailPlayers.com
Ben Settle