Why you should defy the founding father of direct response copywriting in emails
Published: Sat, 06/08/19
— Dan Kennedy
“Make ’Em Laugh & Take Their Money”
Recently, “Email Players” subscriber Jonathan Twombly 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.
Especially since, he asked it while I was creating my new “Infotainment Jackpot” book.
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.
But to your warm list?
It’s a whole other 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 trump “Value.”
But, again, only when done correctly.
Which is what I teach in my new “Infotainment Jackpot” book.
It’s on sale until tomorrow night at a $150 discount ($241 vs $391).
Here’s the link:
http://www.EmailPlayers.com/jackpot
Ben Settle
P.S. If you own my old “Agora Tapes: Infotainment” program, realize this book is only about 40% the same information. So if you have that version, you’ll have to determine if it’s worth buying this new one at the discounted price or not.