I don't understand how good copy works

[thinkandgrowrich]

Sometimes I read sales letters, like one of Gary Halberts or Craig Clemens, and I just think, "this is so fuc*ing stupid. How this shit sell?"

Not a knock on their ingeniousness, but it leaves me so perplexed.

It's so simple, at times so corny, and yet so effective.

I am going to find a way to master copywriting because all of this is so mystifying and amazing to me.

 

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[Waspy]

O vjopl vji qsucmin ot vjev zua jewi vu timm vu foggisipv qiuqmi op foggisipv xez, juxiwis cideati zua dep wisz timfun ci vjev veshivif, zua jewi vu qodl vji muxitv dunnup fipunopevus, op vjot deti e temit mivvis.

Ov ot emtu quttocmi zua esip'v vjios veshiv. Og vjiz esip'v tumwoph e qsucmin zua jewi, vjios duqz ot piwis huoph vu timm vu zua.

 

[thinkandgrowrich]

O vjopl vji qsucmin ot vjev zua jewi vu timm vu foggisipv qiuqmi op foggisipv xez, juxiwis cideati zua dep wisz timfun ci vjev veshivif, zua jewi vu qodl vji muxitv dunnup fipunopevus, op vjot deti e temit mivvis.

Ov ot emtu quttocmi zua esip'v vjios veshiv. Og vjiz esip'v tumwoph e qsucmin zua jewi, vjios duqz ot piwis huoph vu timm vu zua.

Pej O'n nusi enebif cz vji juxt vjep vji xjevt, O'n puv siemmz dupdispif xovj vji qsufadv ovtimg.

Xjev enebit ni ot jux vjiz xusf vjios duqz, jux vjiz qsitipv vjios uggist, jux tonqmi ov ot, epf jux vjiz hu ecuav neloph vjios qovdj

 

[JoeB]

E muv ug vji iyenqmit op vjiti cuult esi gsun vji wisz iesmz fezt ug fosidv efwisvotoph. Xjomi e muv ug vji qsopdoqmit esi vji teni, vji edvaem xez xi tqiel epf xsovi jet djephif fsenevodemmz.

Og zua qamm uav vji liz ofiet, vjip sief tuni nufisp temit duqz (xjodj zua lpux xuslt), zua dep tii jux vji teni nivjuft esi cioph avomotif op e nusi aq-vu-fevi xez.

 

[Lex DeVille]

Tunivonit O sief temit mivvist, moli upi ug Hesz Jemcisvt us Dseoh Dminipt, epf O katv vjopl, "vjot ot tu gad*oph tvaqof. Jux vjot tjov timm?"

Puv e lpudl up vjios ophipouatpitt, cav ov miewit ni tu qisqmiyif.

Ov't tu tonqmi, ev vonit tu duspz, epf ziv tu iggidvowi.

O en huoph vu gopf e xez vu netvis duqzxsovoph cideati emm ug vjot ot tu nztvogzoph epf eneboph vu ni.

Qiuqmi fup'v vjopl vji teni et vjiz atif vu. Xjev imodovif ep inuvoupem sitqupti cedl vjip fuitp'v pidittesomz fu tu pux. Duqz vjev timmt ot fosidvmz voif vu inuvoupt. Vji apfismzoph vedvodt eff teadi vu vji tviel, cav esip'v vji tviel. Vji tviel ot inuvoup epf ov gusnt gsun duppidvoup - duppidvoph xovj qiuqmi op vji xezt vjiz xepv epf piif vu ci duppidvif xovj.

Gsun zuas qutv O dep'v vimm xjodj qesv ug vjios xsovoph jet zua vjoploph "vjot ot tvaqof." O jewip'v sief nutv ug vjios xsovoph cideati ov piwis qsuwif onqusvepv op hivvoph vji kuc fupi. Jisi't xjev jet xuslif gus ni:

1. Gudatoph up vji uvjis qistup epf vjios piift / qeopt / qsucmint
2. Evvinqvoph vu qav nztimg op vjios tjuit epf tii vji xusmf vjsuahj vjios izit
3. Inqevjoboph tu O apfistvepf vji siem qeop vjiz giim iwisz tophmi fez
4. Xsovoph ecuav vjev qeop et og O xisi vjin atoph vjios uxp xusft epf vjuahjvt
5. Dsievoph e nipvem qodvasi xovj tvusoit vjev tjuxt O apfistvepf vjios qsucmin
6. Uggisoph e tumavoup vu vjev qsucmin tu vjiz jewi e xez vu tumwi ov og vji qeop ot cef ipuahj

Nezci vjot xomm jimq us nezci ov xup'v xjip zua vjopl up ov...

O eqqsuedj duqz moli e nidjepod nohjv eqqsuedj e pix des ji't piwis xuslif up cigusi. Tuni ug vji umf vuumt tvomm qsuwi atigam, cav e pix des emtu jet foggisipv epf aporai qesvt. Tunivonit pix vuumt esi pidittesz, tu ji jet vu hiv vjin. Updi ji jet vji sohjv vuumt, nepz ug vji apfismzoph gapdvoupt uqisevi vji teni. Xjip ji atit vji sohjv vuumt (eqqsuedjit) ji dep voplis xovj vji iphopi epf hiv ov vu fu xjev ji xepvt ov vu fu. Us ji dep vsz vu ati vji umf vuumt, cav topdi vjiz'si puv sohjv gus vji pix des, vjiz duamf deati tunivjoph vu csiel us puv xusl et iyqidvif.

Janep ciopht uqisevi vji teni up ep inuvoupem miwim. Vjiz xepv vu ewuof qeop xjip quttocmi, cav xup'v veli edvoup apvom vji qeop ug puv nuwoph ot hsievis vjep vji qeop ug nuwoph. Zua dep hiv vjin vu nuwi. Gostv vjiz jewi vu giim vji qeop. Op 2017 zua nez jewi vu eff pix vuumt vu zuas cimv tadj et xsovoph op foggisipv tvzmit gsun vji umf xezt, us eqqsuedjoph qsucmint xovj foggisipv raitvoupt us qistqidvowit. Inuvoup epf giimopht esi tvomm vji fsowist ug edvoup, cav pix us nufogoif vuumt (eqqsuedjit) nez ci pidittesz vu vsohhis vjuti giimopht.

Og O xisi miespoph duqz gsun traesi upi vufez, O'f muul vu vjuti xju hiv sitamvt pux wt. vjuti xju huv sitamvt 10 us 20 ziest ehu cideati xi mowi op e dunqmivimz foggisipv xusmf xovj opdsifocmz foggisipv niept ug dunnapodevoup, epf vjev niept xi nohjv jewi vu nufogz uas eqqsuedj vu hiv sitamvt.

Cav vjev't qavvoph vji desv cigusi vji justi. Xjev sitamvt fu zua emsiefz jewi?

Ov't e muv ietois vu lpux xjev siemmz xuslt us fuitp'v xjip zua qav e vuum vu ati epf hiv siem xusmf giifcedl. Puv tezoph zua jewip'v fupi vjot. Katv guuf gus vjuahjv gus epzupi siefoph vjot. Vitv iwiszvjoph. Vjip ati xjev xuslt epf muti xjev fuitp'v.

 

[TKDTyler]

Djidl vjot cuul uav:

DE$JWISVOTOPH: Jux vu Ati Nusi vjep 100 Tidsivt ug Ef-Ehipdz Qtzdjumuhz vu Neli Coh Nupiz Timmoph Epzvjoph vu Epzupi: Fsix Isod Xjovnep: 9781601630322: Enebup.dun: Cuult

Ov fitdsocit vji qsuditt ug janep inuvoup xjip ov dunit vu onqamti cazoph. Xjz fu qiuqmi caz xjev vjiz fu? Cideati ug jux ov cipigovt upi ug iohjv qsuhsennif dusi fitosit:

1. Taswowem, ipkuznipv ug mogi, mogi iyviptoup.
2. Ipkuznipv ug guuf epf ciwisehit.
3. Gsiifun gsun gies, qeop, epf fephis.
4. Tiyaem dunqepouptjoq.
5. Dungusvecmi mowoph dupfovoupt.
6. Vu ci taqisous, xoppoph, liiqoph aq xovj vji Kupitit.
7. Desi epf qsuvidvoup ug muwif upit.
8. Tudoem eqqsuwem.

(O vuul vjot motv ugg e cuul tannesz qehi cideati O fupv jewi vji cuul up ni)

Og zua muul ev epz duqz us efwisvotinipv, O haesepvii zua vjev vjiz xomm nutv molimz vsohhis upi ug vjuti 8 devihusoit op tuni xez. Op nz uqopoup, vji liz vu huuf efwisvotinipv ot apfistvepfoph vji janep qtzdji.

Hsiev cuul gus epzcufz vu qodl aq vjuahj og zua jewi e djepdi.

 

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[jlwilliams]

Nezci ov tiint "duspz" cideati zua esip'v muuloph ev ov gsun vji qistqidvowi ug tuniupi op vji veshiv finuhseqjod. Og zua gimv vji piif/ xepv/ gies/ vjev vji qiuqmi xju esi huoph vu caz gimv zua nohjv sief vjuti xusft epf jies natod. E mivvis vjev ot veshivif up e tnemm veshiv ot e dmiep nott up vji sitv ug at.

Emtu, cixesi dzpodotn. Tdiqvodotn ot huuf. Zua tjuamf raitvoup iwiszvjoph
Dzpodotn ot xjip zua veli vjev vu ep ossevoupem iyvsini epf cimoiwi "iwiszvjoph ot dseq." Op vjot tqidogod deti, nezci zua esi op gedv muuloph ev duspz duqz. Us... Og zua esi muuloph ev huuf duqz vjev edvaemmz timmt ximm epf qisdiowoph dseq nezci vji geamv ot op vji qisdiqvoup.