Sir Winston Churchill was many things to many people. He was a Prime Minister, writer, painter, pig farmer, soldier, and orator. And that's just a few of the roles he accepted.
But part of me thinks he was a direct response copywriter. Take a look at this quote.
If you have an important point to make, don't try to be subtle or clever. Use a pile driver. Hit the point once. Then come back and hit it again. Then hit it a third time - a tremendous whack.
That's a variation on the old direct response copy plan:
- Tell them what you want to tell them.
- Tell them.
- Tell them what you just told them.
Churchill's point is superb.
There's no need to be clever or subtle with direct response copy. Emphasize the key point (big idea, key benefit, and/or USP) with intense clarity ... that's the pile driver.
Make the point over and over. More than three times.
"A tremendous whack" is some cricket lingo, I believe. I take this to mean getting the message across using every direct response copywriting technique in the book.
Branding copywriters can try to be clever or subtle. But, as a direct response copywriter, I'm following Churchill's advice.
On a separate note, if you're in New York City, check out The Churchill on East 28th Street. Music in the bar area but Churchill speeches piped into the bathrooms. A must.
I'm a direct response copywriter. I specialize in providing direct response copy for the direct marketing environment for clients around the planet. I specialize in sales page copy ... copy that persuades readers to pull out their credit card and buy. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here if you have a project you'd like me to quote.
I'm also a Dan Kennedy Certified Copywriter for Info-Marketers.
Disclaimer for the above.
The Dan Kennedy Copywriter for Info-Marketers Certification is awarded to professional copywriters who have successfully completed a course of study of preparation for such copywriting. This Certification has not been provided by an accredited education institution. It does not constitute endorsement of or liability for any individual copywriter by Mr. Kennedy or any companies or organizations affiliated with Mr. Kennedy. The client's relationship is solely with the individual copywriter retained via any agreement.