Advice from copywriting legend Herschell Gordon Lewis
If you are, like me, a copywriter of a certain age, you may have had the pleasure of attending one of Herschell Gordon Lewis’ seminars at the DMA. He really knew how to make a presentation. Not surprising because, in addition to being a copy guru, he was also one of the history’s premier low-budget independent film directors—the legendary Godfather of Gore, responsible for grindhouse classics such as She-Devils on Wheels, Color Me Blood Red and Blood Feast.
He also thought about copywriting, particularly Direct Response, more deeply, and more perceptively, than almost anyone—particularly when it came to direct response.
He was a big fan of lists, and many of his books took the form of lists of Do’s and Don’ts. I devoured many of them, and even today, still find myself recounting these to whomever might listen.
“When emotion and intellect come into conflict, emotion always wins.”
In other words, make an emotional connection with the reader no matter what you are trying to sell. We tend to think of “emotional” being something that is touching, mawkish or melancholy. But, really, it’s just making sure that your words connect to genuine human emotions – happiness, excitement, relief, fear, etc.
“The benefit should hit them in the face, and they should be thankful for the knowledge.”
The benefit of your product or offer should be almost painfully apparent. The reader shouldn’t have to go searching for “what’s in it for me.”
“Imperative outpulls declarative”
In direct marketing, including email, you must tell your reader what you want them to do. Don’t make them figure it out. In the olden days that was called asking for the sale. It’s still important today. You can declare the benefits of a product all day long, but if you don’t make it
Imperative for the reader to take immediate action, odds are they never will.
“If you claim something is important, prove it.”
This connects back to one of Lewis’ main points – specifics are more important than generalities.
“The reader must always know you have the answers to the problems you present.”
Writers love to be clever. It’s why a lot of us got into the business in the first place. But, Lewis argues, clever-for-clever’s-sake doesn’t compel action. Somewhere near the top of your “sales argument” must be a clear presentation of the problem or issue you are addressing, and the specific ways you and your product/offer can solve that problem.
There are many, many more. Seek out one of Mr. Lewis’ books. You’ll be glad you did,
by John Taylor, Principal, The Strategic Marketing Group