gene schwartz - burn disease out of your body
DESCRIPTION
A Gene Schwartz ad.TRANSCRIPT
Gene Schwartz Letter #14
Page 98 AWAI Direct Mail Hall of Fame
Gene Schwartz Letter #14
AWAI Direct Mail Hall of Fame Page 99
— Overview —This letter is a great example of benefits-oriented copy. The copywriter, Gene Schwartz, was legendary in the direct mail business for his ability to recognize and pack in benefits. In this letter he relied on testimonials, credentials, and explanations to help his readers become comfortable with an unfamiliar concept. And it worked.
This famous headline promises great benefits with almost no work — a powerful promise if you can make it honestly.
By quoting directly from the book and sharing illustrations, the writer “Shows” instead of “Tells” how effective this technique can be ...
Gene Schwartz Letter #14
Page 98 AWAI Direct Mail Hall of Fame
Gene Schwartz Letter #14
AWAI Direct Mail Hall of Fame Page 99
— Overview —This letter is a great example of benefits-oriented copy. The copywriter, Gene Schwartz, was legendary in the direct mail business for his ability to recognize and pack in benefits. In this letter he relied on testimonials, credentials, and explanations to help his readers become comfortable with an unfamiliar concept. And it worked.
This famous headline promises great benefits with almost no work — a powerful promise if you can make it honestly.
By quoting directly from the book and sharing illustrations, the writer “Shows” instead of “Tells” how effective this technique can be ...
Gene Schwartz Letter #14
Page 100 AWAI Direct Mail Hall of Fame
Gene Schwartz Letter #14
AWAI Direct Mail Hall of Fame Page 101
Admit it ... weren’t you just thinking about stopping to try these techniques yourself?
Gene Schwartz Letter #14
Page 100 AWAI Direct Mail Hall of Fame
Gene Schwartz Letter #14
AWAI Direct Mail Hall of Fame Page 101
Admit it ... weren’t you just thinking about stopping to try these techniques yourself?
Gene Schwartz Letter #14
Page 102 AWAI Direct Mail Hall of Fame
The writer hits the “No Effort” many times over ...
Gene Schwartz Letter #14
AWAI Direct Mail Hall of Fame Page 103
Gene Schwartz Letter #14
Page 104 AWAI Direct Mail Hall of Fame
This is almost a “Liquidating Bonus” — Even though it’s FREE, it sounds as valuable as the main product. Resistance just melts away.
Gene Schwartz Letter #14
AWAI Direct Mail Hall of Fame Page 105
Testimonials “show” rather than “tell” too. These are like little stories all by themselves.