The Copywriting Maven

Everyone knows how important the right headline is … I’ve spent time on this before, and I will again. But I love writing letter openings…

I’ll be honest with you. Somedays I think when I’m ready to semi-retire (since I don’t think I’ll ever retire completely. Why would I retire from work I enjoy doing?), all I’ll want to do is write resumes.
It’s not that they’re easier than writing marketing copy. In fact, most of the steps and techniques are [...]

Wishing you and yours a happy, healthy, and prosperous New Year!

I found this in today’s lastest issue of Denny Hatch’s Common Business Sense. He was writing more broadly for those who work as consultants or freelancers, but these are also useful ideas for copywriters:

I’ve written before that DM copywriting, as well as web content, needs to be written to the reader’s self-interest as opposed to touting your client’s (or your own) interests. Your prospects only care about your product/service and the company behind it ONLY to evaluate the marketing message you’ve presented.
If the message doesn’t ring true, [...]