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So recently I wrote an email about why you shouldn’t write copy.
Basically what I was saying was that most people, when they’re writing copy, try to make it look like copy.
And that’s a bad thing.
But I think that email might have been unclear, or maybe some people didn’t get it.
Because I was doing a coaching call with one of my students and he brought it up.
He said something like, “I saw that email you wrote about why you shouldn’t write copy… what does that actually mean?”
So I thought about it, and the best way I can explain it is by bringing up one of the best pieces of copy ever written.
It’s the most mailed sales letter ever.
It made around $2 billion.
Almost everyone at the time had seen that piece of mail.
Some people say it’s the best sales letter ever written.
And here’s the interesting thing.
That sales page does not have a headline.
Now most people, when they’re writing a piece of copy and they don’t have a headline, they panic.
They think:
“Oh no, my copy is terrible. I don’t have a headline.”
So they go back and add one.
But the reason they’re adding that headline isn’t because it will necessarily make the copy better.
It’s not because it will get more sales.
It’s because they want it to look more like copy.
Some people do this consciously.
Some people do it subconsciously.
Either way — don’t do this.
Always speak directly to your market.
It doesn’t matter if you’re writing a 15-word email.
It doesn’t matter if there’s no headline.
It doesn’t matter if the headline is terrible.
None of that matters.
What matters is whether you accomplish the goal of the email.
Get the sale.
Build the relationship.
Or whatever the goal of that email is.
Don’t try to make your copy look like copy.
Just focus on getting the result.
Anyway, I hope this helps.
And if you want more stuff like this, click the link below and you’ll find something very good.
Copy John
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