David Deutsch Biography
David Deutsch, world-renowned freelance copywriter for large publishers such as Boardroom, Phillips, Agora, and KCI, and author of the best selling business creativity system, THINK INSIDE THE BOX.
David holds major controls at several of the world’s largest mailers and regularly consults with some of the most successful direct marketing firms in the business.
David’s advertising career began over 30 years ago in the traditional big agency world, working at the famed Ogilvy & Mather.
David continues to write winner after winner for Boardroom and other huge mailers and is currently developing a training program to help young copywriters break into the direct mail business.
Learn More about David at http://davidldeutsch.com/blog/
David Deutsch Presents “The Copywriter’s Confessional”
(Warrior Live Event 2011 Notes)
Long Copy & Long Copy vs. Video
Think about yourself. If you’re looking to make a major purchase, do you want to read a lot, or just a short blurb? When you write copy about the PROSPECT’S dreams, then the prospect will read ANYTHING. If someone wrote a letter about YOU, you would read it! Make the prospect feel like your sales letter is ABOUT THEM.
Get their attention right away. Believe that everyone is about to close the window and log off. Keep talking about what’s coming up. Keep giving them reasons to stay on the call. This is WAY more important in a webinar than a sales letter.
Features vs. Benefits
Make it LOOK LIKE it’s easy to read!
Have LOTS of buy buttons and have them earlier. TEST! Keep adding buy buttons until your conversion rates drop.
Can Long Copy “Oversell” Lower Priced Products? Does a $17 Product Need a Long Sales Letter?
Don’t pile up copy if you don’t need to. You can talk people out of buying.
Do You Use Templates?
David Garfinkle is the world’s best copywriting coach. You can do no better.
How Do You Write an Awesome Headline?
The headline’s job is simply to arrest attention. Gary Bencivenga: “Benefit + Curiosity = Great Headline.” Joe Sugarman: “The purpose of the headline is to get them to read the first sentence of the copy. The purpose of the first sentence is to get them to read the second sentence.”