HOW TO WIN CUSTOMERS AND INFLUENCE PEOPLE Issue 1

Welcome to the first issue of my newsletter. Up ahead, you can expect a medley of marketing tips, techniques and insights. The main focus? How you can win new customers--and bring back old ones--through the written word.

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A NOVEL APPROACH

As a copywriter, I am first and foremost a salesman. Copywriting is much more than simply putting words on a page. When you pick a copywriter, look for a strategist, marketer and merchant--first. And a wordsmith second.

Ok, so what am I? A salesman or a writer?

Yes!

But copywriters aren't the only hybrids. Sol Stein is a best-selling novelist. And a top-notch editor and writing teacher. He is also a master promoter. From the first page of his books on writing he sells himself, his books and his writing programs. And his advice to writers includes some things every advertiser should think about.

You've been told to focus on benefits, not features. Advertising is motivation, not education. Stein’s advice to novelists takes this to a new level:

“What is it that the reader wants? The reader of fiction may welcome insight and information, yes, but is primarily seeking an experience different from and greater than his or her everyday experiences in life.... Writers ignore the needs and desires of the reader at their own peril.”

As Sig Rosenblum says, “Spell out benefits in terms your readers understand. In terms of what they actually do, feel, want, dislike. Make sure you have authentic appeals. And lots of them. However well you handle words, you can't write a sales letter unless you select selling ideas.” And David Ogilvy said, “You can't bore people into buying.”

You owe it to your readers to dramatize the enjoyment--to make them see, taste and feel the pleasure of what you’re advertising.

It boils down to this: Don't sell products. Sell fantasies!

RECESSION-PROOFING

Today’s economy requires special marketing techniques. For some good ideas, read “Fool-Proof Marketing,” by Bob Bly. You can order it at 30% off list price by clicking here: http://tinyurl.com/63eeqd

DEAR PATRON OF THE MAIL ORDER ARTS

Years ago, a brilliant takeoff on mail order advertising appeared in the New Yorker: “Rolled in Rare Bohemian Onyx, Then Vulcanized by Hand” by Bruce McCall. It popped up recently on the Net. If you’re an aficionado of mail order advertising and offbeat humor, you'll love it: http://www.ibiblio.org/pub/docs/humor/fionavar/new_yorker

AND MUCH, MUCH MORE

Want to know more? Want to profit from my copywriting? Then call today: 718-252-1043 or click here: mailto:morty@mortyschiller.com. Or check out www.mortyschiller.com. I promise you no dancing bears or tinny music. Just a way to sell more--with words.

All the best,
Morty

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