Huge Success with Short Copy Formats

The Success Margin

Friday, November 18, 2005


Today’s subject is about how you can make a huge fortune once you master short copy formats.

These include small ads on:

  1. The Internet, Google, Yahoo and on your Website and other Websites which serve your market
  2. Postcards
  3. Classified ads

    Short copy format can sometimes be used to directly sell a low-cost product for under $20. But their best use is as a two-step strategy.

    In two-step marketing, the short copy is used to generate a lead. Then a follow-up longer copy letter or e-mail closes the deal by offering a great product offer.

    I like offering a Free book, special report or e-zine that offers valuable information as the first step.

    Indeed, I started my entire direct marketing career in 1973 with a successful $90 classified ad run in the Eastern edition Mart section of The Wall Street Journal. The ad offered free
    information about my book, “How to Form Your Own Corporation Without a Lawyer for Under $75.”

    It’s amazing to me. But true. Incredible amounts of money are wasted every day on unsuccessful short copy formats.

    Perhaps ten times more than is wasted on short copy which flops than on unsuccessful long copy formats.

    The copy does not work because it’s not strong enough to pull sufficient response to make money.

    The underlying reason may surprise you.

    The copy is weak. Or confusing. Or it simply doesn’t resonate with the intended audience.

    Note: Contrary to popular belief, short copy must be even better than long copy to succeed. Every single word must do its job. Relatively speaking, you can get away with murder in long copy.

    But surprisingly few marketers who write their own copy give short copy projects the attention they deserve.

    If Internet or outside copywriters are used, instead of hiring the “Olympic Champions of Copywriting,” inexperienced or weak unproven writers are retained.

    The big mistake in thinking goes something like this, “Since the small ad or postcard is relatively cheap, better use a relatively inexperienced or young writer rather than waste money on seemingly high-cost talent.”

    That’s why very few marketers and copywriters are effective with short copy.

    Over the years I’ve hired several copywriters to help with long-copy projects. But because it’s tougher to do well, I personally write every word of short-copy projects for my own companies. And for my client companies.

    While it may seem economical to work with junior writers for short copy, it’s only an illusion. The most expensive copywriter you can ever hire is one that fails.

    Learn how to write effective copy yourself. No skill will pay you more. For the best program on copywriting, including short copy, you will soon
    receive full information on obtaining my Million Dollar Copywriting Secrets Home Study Program.

    If you prefer not to be the copywriter for short copy projects my advice, as with all copywriting, is to first look for a track record of success. Then hire the best person you can possibly afford.

To your continual increased success…

Your correspondent,

Ted Nicholas

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