Demosthenes, a Greek statesmen in ancient Athens would usually taunt his bitter enemy and rival orator Aeschines about the speeches he would make.
Demosthenes said to Aeschines: “You make them say ‘what a wonderful speech!’ I make them say ‘Let us march against Philip!'”
What point am I trying to make? Simple…
You must beware of messages (copy) that people admire for its cleverness.
When your prospects says “oh that sounds really good, it’s so well written and clever”…
You know you’re in trouble.
Ditch that copy fast and start again!
Good copy is when your reader isn’t really conscious of the copy itself, but instead they’re interested in doing what you want them to do.
How does your copy measure up?
Are your prospects praising you with their words or with their credit cards?
Now, if you would like more of my copywriting strategies and secrets, I urge you to sign up to my private email list.
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Peace,
Tal Sam