Selections from Guerrilla Copywriting

Sixteen years ago I produced an audiobook with my friend and mentor Jay Conrad Levinson, author of the bestselling Guerrilla Marketing series. Jay and I originally thought about doing a book together, but that never happened. The audiobook was called Guerrilla Copywriting. Unlike a lot of things he did and I lot of things I’ve done, it didn’t sell that well. I don’t think either of us had the bandwidth to promote it, but there may have been another problem -- we tried to jam too much good information into too little time. We had sixty really powerful tips for writing copy. Jay would do one, then I would do one. It ended up being 60 tips in 60 minutes. Plenty of value, but maybe we would have been better off slowing down and taking some time to talk about each tip. Well… the audiobook is out of print now, so I’m free to share my half of the material. I took a look at it the other day and, I gotta admit, it’s pretty good. A couple things needed to be updated -- a lot has happened in 16 years. But for the most part, we’ve got eternal principles that are completely workable today. OK. Today we cover about quarter of my part, and we’re going to take 25 minutes to half an hour to discuss. You’ll see why it makes more sense to do it that way. I’m starting to think the original was four times as fast as it should have been! Some of this you’re familiar with but you’ll probably see in a new light. And you may hear a few things that are new to you. Everything’s useful, and it stays to true to one of the main goals Jay and I had when we did this originally: It’s designed to make you more profitable, and it’s information you can put to use right away.
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