Every Sunday morning, I like to write about 3 random things on my mind.
Sometimes these things are about business…
Sometimes they’re about life…
And other times they’re just truly random.
And since I’m in the middle of the Copy Legends launch right now…
And I’ve been talking about the power of studying old-school copywriters all week…
Today’s 3 thoughts are gonne be all about what you can learn from the legendary copywriters of the past.
Let’s dig in…
1. Human nature does not change, so the appeals that worked 30, 50 or even 100 years ago still work today
Look at this headline…
It’s probably the most famous headline ever.
That ad was written 96 years ago!
Think about that.
96 years ago the only car you could buy was the Model T. Commercial air travel wasn’t a thing yet. And television hadn’t even been invented.
So a lot has changed since then.
Yet this same appeal would still work today.
It’d work in a Facebook ad…
It’d work in an email…
Why?
Cause the angle of “proving people wrong” is something humans love to see.
We love watching underdogs show people up.
So today you could easily run this same ad in numerous different niches…
“They laughed when I stepped up to the tee, but when I belted one down the fairway…”
Or…
“They laughed when the waiter spoke to me in Spanish, but when I said “tomaremos dos cervezas” their laughter changed to amazement”
All of these are the same appeal…
It worked 96 years ago, and it would work today.
Cause human nature does not change.
Let’s hop to the second thought on my mind this morning…
2. If you want to write simple, easy to read copy, that converts like crazy…Gary Halbert is your man to study
I went through over 400+ ads and sales letters this past week while digging through the Copy Legends swipe file.
And during all that digging, nobody’s ads hit me as hard as Halbert’s.
Why?
Because he had a unique ability to write super simple, easy-to-understand copy that appeals to the “common man”.
It literally feels like your friend talking to you.
So you instantly trust him.
I’ve always admired this kind of copy.
And very few people can do it.
But in my opinion, Gary was the best at it.
So if you want to write copy that sounds like it’s coming from a friend (like I do with my list) then Gary should be your go-to guy to study.
Alright let’s do one more of these…
3. Clayton Makepeace’s “16 dominant emotions to target in copy” is beyond brilliant and should be required reading for every copywriter
I remember seeing this list by Clayton back when I first got into copy, and I didn’t fully get it.
But looking at it now, I see how brilliant it is.
If you’ve never seen it, Clayton has a list of the 16 most proven emotions to target in your copy.
I’m not gonna list all 16…
But here’s a few that stood out to me.
Powerlessness – this one is huge in men’s dating, weight loss, survival, politics. I used to use this angle a lot in the survival niche – basically they feel like the whole world is conspiring against them – the economy is shit, the food supply is tainted, big pharma corrupts everything – and they feel like they have no power to change any of that. They feel like they’re at the whim of everything around them. That’s a very strong emotion that you can tap into. And if you’re able to do it, your copy will truly resonate with them.
Let’s look at another one…
Betrayal – You see this used a lot in the financial niche (being betrayed by your financial advisor, the government, mega corporations). It would also work well in women’s dating. You did everything right, cooked him dinner, folded his laundry…you were the perfect girlfriend…but he still wound-up cheating on you with that bitch Cindy that he works with. That story will resonate with a lot of women. Betrayal is deeply ingrained in us, and if you’re able to tap into someone feeling betrayed, they will listen to every word you have to say.
I could go on an on here…
But I’m not gonna divulge the entire list of Clayton’s.
If you want to see the list in its entirety, it’s part of the Copy Legends Swipe File I’ve been telling you about all week.
So if you pick that swipe file up…
You’ll get access to Clayton’s 16 dominant emotions list…
PLUS 28 of Clayton’s best sales letters where you can see these emotions used in the real world.
It’s a killer deal…
So I’d highly suggest grabbing a copy.
Funny enough, most of the people that picked the swipe file up this week are all 6-figure copywriters and marketers…
So I saw names like Tanner Henkel, Paul Martinez, Scott Conorton, Rob Tidwell, Thomas Heideman, Joe Logalbo, YJ Seo, Kelly Brown, Chris Loch and a dozen others…
The fact that all of these successful copywriters picked it up should tell you something.
And you’d be smart to follow their lead.
Anyways…
The discounted price on the Copy Legends swipe file is only good for about 48 more hours.
After that it goes back up to $497.
But if you snag it before the deadline, it’s just $297.
So it’s a nice little savings for you.
You can see exactly what’s in the swipe file…
And get your hands on a discounted copy at the link below…
-> Get Copy legends for $200 off
Enjoy,
– Justin
If you want to hear more from Justin, he has a private email list for top marketers, copywriters and business owners. To apply to be on the email list simply click the button below that says “apply now”.
