November 2017 1
From the desk of Scott Martin, direct response copywriter, Aspen, Colorado.
One of the Best Free Resources for Direct Response Copywriters
I'm confident you've heard of Gary Bencivenga. He only writes sporadically these days, for his olive oil company, and he's mostly retired but, until his retirement, he was the #1 direct response copywriter on the planet.
He wrote several controls for Boardroom, back when Boardroom was rocking out those powerful magalogs. He worked for other direct marketers too. He earned millions in royalties plus he charged $25,000 just to show up for a project. That’s around $50,000 in today’s money.
$50,000 a month for 12 months. Plus royalties. "You do the math." And that was 20 years ago.
I have closely studied Bencivenga’s work and I try to model my style after his style. His style is very “non-hype” and it's super-clear. The clarity of the offer is perfect and this clarity is something I strive to emulate every time I write copy.
Here’s an example of what I consider the most perfect copy I have every seen. Click here.
I met Bencivenga at the Titans of Marketing event. You can see my review of the event here.
I was having a pleasant conversation with him until three extremely rude people barged in. Don’t do that.
You can get a copy of Bencivenga’s retirement seminar DVDs for $5,000. A client bought the DVDs for me and they are superb.
Thankfully, if you don’t have $5,000 lying around in your house/apartment/office/manse, Gary published what he called “The Bencivenga Bullets.” These are totally free.
These will give you more direct response wisdom than you’ll find in 20 direct marketing books.
Here’s a link to the first one. This link will lead you to the other bullets.
If you want to learn something today, pay extremely close attention to Bencivenga's syntax.
In the next few emails, I’m going to discuss and dissect some Gary Bencivenga copy. And in the next couple of weeks, at some stage, I’m also going to obliterate an archaic old-school copywriting notion: A-Listers, B-Listers, and so on.
Scott Martin Direct Response Copywriter