Proof Elements Part 2 and Brunch With Bob Bly. Direct Response Copywriter Email Archive June 2018 1

June 2018 1

More Proof Elements ... and Brunch With Bob Bly ... And the $2.5 Million Royalty Check ...

Quite a few writers and marketers have joined the list of people who receive these emails. Welcome!

More proof elements in this email.

In this email, I’ll go through …

Reasons why Logical argument Specialization Third party verifications Trust seals

Reasons Why

Look at my copy and you’ll ALWAYS see a section titled, “33 reasons to get (insert product/service).” The number of reasons varies but you should always strive to include these reasons. Aim to include every conceivable reason without getting contrived. It’s here that you stress all the benefits. This section can really motivate the prospect to try your product or service.

Logical Argument

Not much to add here but I rarely see direct response copy with a strong logical argument to try a product or service. Yet it’s vital in any type of direct response copy. The classic example of the logical argument is the problem/solution approach to copy. Here’s your problem … I understand the problem … here’s the solution … here’s proof the solution works … you can try the solution with no risk.


I write quite a bit of copy in the golf niche. I often write the copy in the voice of a golf teacher who has taught many of the world’s top golfers. The specialization here is definitely a proof element.

Third Party Verifications

These are primarily endorsements from media. So … if The Wall Street Journal reviewed your product, favorably of course, then include that review or a portion of the review. Plop their logo in the sales page.

Trust Seals

Let’s say you have a partnership with an organization like the AAA here in America. Include that logo. Let’s say you’re a member of the local chamber of commerce where you live. Include that logo. Let’s say you sell dietary supplements and you follow GMP practices. Include the logo.

Brunch With Bob Bly

I was away for 15 days on an east coast road trip to see clients in Florida, Charlotte, and New York. I also enjoyed brunch with Bob Bly on a rainy and windy Sunday morning.

Bob’s working on his 100th book, by the way. I won’t go through everything we discussed but it was just a lot of fun to share some time with a fellow direct response copywriter.

We have a lot of opportunities in our business but we also have a lot of challenges. One of these is loneliness and isolation. There are lots of ways to overcome this challenge and maybe I’ll go through these in later emails, but it’s important to have regular conversations with fellow copywriters, even if they’re competitors.

A Famous Direct Marketer You Don’t Know

On my recent road trip, I spent two very enjoyable days at the mastermind group run by Brian Kurtz. Brian regularly brings some well-known names in the business to the group but he also brings some highly successful people who have never publicized themselves.

One of these people spoke at our meeting. He’s worked with many of the major direct marketing companies. Twenty years ago, he signed a $2.5 million royalty check to a famous direct response copywriter. That’s a client who understands the value of the direct response copywriter. Are you finding clients like that?

Housekeeping Note

I’m working on archiving all the emails to this list on my website. Stay tuned.

If you want the full list of proof elements from the ad agency in Australia, click here.

Scott Martin Direct Response Copywriter

P.S. As you read and hear copy, check the copy for proof elements.