Today we’re talking copywriting with Perry Marshall.

I’ve already told you about the free Perry Marshall video and encouraged you to give a listen.

Now I’m not saying that his style will definitely work for you. There’s nothing on this planet that fits every single person, but I’m guessing that if you’re hooked up with me and I like him so much and get so much value from what he has to offer, there’s a good chance that you’ll get great value from him too.

Well, here’s another chance to get some more great, down-to-earth information from the guy on the subject of writing copy. His new podcast has started out with an interview he did with Lorrie Morgan-Ferrero.

I listened to the entire interview when it was first done and as someone who writes a lot of ads - short and long, and is constantly working on honing my writing skills, I listen to it over and over again. Every time I do I get more clarity and more ideas.

He gives great tips in the interview on writing powerful Adwords ads, but also touches other stuff like using effective story-telling in salesletters, even gives his perspective on the Law of Attraction (don’t think that section is posted yet.)

Like I’ve mentioned elsewhere, I receive Perry’s hardcopy newsletter and his sales materials and I guess he really learned well from John Carlton ’cause he’s found his own voice and really gets you emotionally involved with his sales copy.

If you use Google Adwords at all, actually if you have any sort of a business at all, take a listen.

This one is for my readers who are into ‘wordsmithing’.

It’s prompted by a Seth Godin’s post “Oldest remaining… a copywriting tip“.

The point is - don’t pad your writing with unecessary words. I agree in principle but with one caveat. I’ve learned in copywriting that writing like people talk, whether it makes sense or not, can help bond you to the reader.

But does that forgive you for saying “very unique”? - hey… it’s either unique or it’s not!

If a writer uses that phrase, I think some pain should be inflicted on him/her… What do you think?

I heard a renowned copywriter say once that the promise your copy makes should have a magical element to it… it should be almost unbelievable.

After all, we want to believe that if we eat the pill and go to sleep we’ll wake up thin.

We want to believe that if we use a drop of a certain perfume (or cologne for the guys) behind our ears we’ll have to beat off amorous suitors with a stick and have the privilege of being highly selective in our choice of a mate.

Good copy entertains us, titillates us with the suggestion that what we want is within reach… as close as our wallets.

But does the magic in the reader’s mind turn to mush when your copy is long gone, its spellbinding words hushed, and instead he is facing the harsh reality of a product that does not deliver the goods?

Is the result a tarnished reputation? Your client’s tarnished reputation?

Sure, it’s a tribute to a top copywriter’s skill when he can say, “I can sell anything”. Crafting a truly Irresistible Offer takes serious insight into the market.

But - if you do more than write copy… if you’re really a marketing partner with your client, you will make absolutely sure that the product fulfils - rather exceeds - its promises and leaves customers anxious to consume more of your client’s offerings.

‘Nuff said.

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