Mike palmer - Copy Logic! The new science of producing breakthrough copy

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Copy Logic!

The New Science of Producing Breakthrough Copy (Without Criticism)

Michael Masterson & Mike Palmer

Copyright 2009 by Michael Masterson. All rights reserved.

Published by American Writers & Artists Inc., Delray Beach, Florida.

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Limit of Liability / Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

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ISBN-13: 978-0-9821500-1-6

ISBN-10: 0-9821500-1-6

Printed in the United States of America

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Michael Masterson: To Liam, Patrick and Michael

Mike Palmer: For my daughter Mairead, the most persuasive person I know.

Acknowledgements

Wed like to acknowledge Thom Hickling for giving us the idea for this process, John Forde and Bob Bly for their early insights and ongoing help in refining it, Bill Bonner for challenging the idea when it was weak, and all the publishers and copywriters at Agora who supported and implemented the process over the years.

And a special thanks to Katie Yeakle, Rebecca Matter, and the AWAI team for giving us a forum for preaching what we practice.

Introduction

A Prehistoric Fable

The Copywriter and the Club

Once upon a very old time (it might have been in the 20th century), when direct marketers wore loincloths and copywriters scratched out advertising messages on stone slabs, developing good sales copy was a primitively brutal process.

To bring home the brontosaurus one day, an enterprising young copywriter (Lets call him Rex) trekked to the tribal village (Lets call it the Village of Ud) to apply for his first assignment. There the tribal chief (Lets call him Humongous) gave Rex a challenge: Beat the control, and you will be rewarded with copious victuals, impressive trinkets, and worthy praise.

Duly tempted, Rex asked, And what, pray tell, do you mean by beat the control?

Simply write a sales message thats better than what has been written before, Humongous told him.

And if my writing only equals the strength of the previous messages?

Then we will let you try again, Humongous said.

That seemed like a square deal to Rex, so he took the assignment. What shall I write about? he then asked.

Tell of my greatness and the wonderful things I have done, Humongous said.

And what are the wonderful things you have done? Rex asked.

Humongous glared at him. It is your job to know.

So Rex picked up the small tablet on which he had written greatness and wonderful things, and journeyed back to his cave in the hinterlands.

There he toiled for six weeks, scratching out praises for Humongous and inventing stories of his many wonderful deeds. When he was done, he carried his tablets back to the Village of Ud and presented them to Humongous and his counselors.

After reading Rexs work, Humongous smiled and pronounced his efforts Good. Rexs heart warmed to hear that word but before he could thank him, Humongous added, However, there are just a few things I think you should change.

Tablet in hand, Rex readied himself to make the recommended changes. But with each suggestion he gave, Humongous hit him with a club.

Why are you beating me? Rex asked.

Dont be a ninny! Humongous scolded. I club you only to drive the point home. How can you expect to be a great copywriter without a good clubbing now and then?

With each strike of the club, Humongouss counselors applauded. Ah yes, Humongous, they said. Such wise advice! And so forcefully given! For this lesson that Rex is getting, he should be paying you!

Feeling that Humongous has indeed done him a great service, Rex journeyed back to his cave, nursed his injuries, and spent another two weeks making the suggested changes. When he returned to Ud, Humongous wasnt there. In his place was Fastidious, Humongouss chief counsel.

Fastidious read the revised copy and pronounced it Good. But, he added, there are just a few more things you need to change.

And so Fastidious began the process of telling Rex what was wrong with his copy and with each suggestion, he would give him a good knock on the head. Six hours later, battered and bloody, a dazed and confused Rex returned to his cave with a stack of new tablets filled with corrections.

There, he nursed his wounds while he scratched out the words Humongous had suggested and put in their place the new words that Fastidious had beaten into him. When he returned to Ud several weeks later, he was confident that he had finally nailed the assignment.

This time, Humongous was back and when Humongous read what Rex had done, he gave him a whole new lesson in clubbing.

Why do you beat me so? Rex asked.

I beat you to teach you, Humongous answered. It is the system handed down from the ancient masters. Do you dare to dispute it?

Hungry to feed his family, Rex submitted once again to the beatings. And once again he went back to his cave and made the new changes.

This pattern repeated itself for a period of six months. Meanwhile, Rex and his family were starving. Finally, the day came when Humongous, perhaps too tired to bestow yet another beating, announced that the copy was finished.

Everyone applauded.

Rex had hoped to receive his reward then and there, but was given only a brontosaurus leg to tide him and his family over. When we get the results of your copy we will give you the rest of what you are owed, Humongous said. And so, once again, Rex returned to his cave.

Months passed by without a word. The brontosaurus leg was down to the bone, and Rexs wife ordered him to go back to the tribal counsel and demand full payment.

When he arrived at Ud, Humongous was not there. Fastidious greeted him and told him that he would not be paid anything, because they had decided not to send it out and test it.