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Killer Copy Tactics

How do you write "killer copy" that convinces hordes of people to spend their money with you? Just ask David Garfinkel, creator of the "Killer Copy Tactics" course. While this editor has not taken the course, the site itself is a great example of sales copy adapted for the Web. More than a reformatted sales letter, the site is a very effective sales tool. Is your site written to sell? Take a look at this site, and then at yours. You might learn something just from the comparison: I did. You'll also find a number of informative articles at Garfinkel's site. Titles include: "How to Instantly Double the Response of Any Ad, Letter or Web Promotion" and "How to Guarantee Your Way to Greater Direct Marketing Success."

Strunk & White

"Vigorous writing is concise." So states William Strunk Jr., and E.B. White, co-authors of "The Elements of Style," the classic style manual now in its fourth edition. Good direct mail writing is vigorous as well, with lots of "Act Now!" and "Click Here!" verbiage sprinkled around for good measure. That's why DM writers should reacquaint themselves with this classic guide to writing well. Visit the site for "Some Words and Expressions Commonly Misused."

The I-Copywriting Digest

Nick Usborne is an online copywriting expert and moderator of the long-running I-Copywriting discussion list, which is published in digest form every Monday. According to Nick, "...it's the words that have to do the heavy lifting when it comes to connecting with customers. Technology doesn't connect with customers. A million VC dollars don't connect with customers. Words do." If you'd like to explore the power of words with a community of like-minded copywriters, consider this list. As part of the Marketing Wonk universe, an annual subscription to I-Copywriting runs $79(US).

The Slot

Bill Walsh is a copy editor at "The Washington Post," and author of "Lapsing Into a Comma: A Curmudgeon's Guide to the Many Things That Can Go Wrong In Print - and How to Avoid Them." If you need to brush up your copywriting skills, with special considerations for the 21st century (email vs. e-mail, for example), The Slot is a good place to start. Here you will find tips and techniques as well as plenty of rantings and ravings on the increasingly mangled use of the English language.

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Last Updated: Friday, March 12, 2004

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