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Scott Martin is a direct response copywriter based in Charlotte, North Carolina. He has also written or edited 18 books including The Book of Caddyshack: Everything You Always Wanted to Know About the Greatest Movie Ever Made. Scott provides free resources for marketers including direct response checklists.

How to Create Winning Headlines in 9 Simple Steps

by Scott Martin

Imagine a newspaper or magazine with no headlines. Imagine a print ad with no headlines. Imagine a long-form sales page with no headlines. It would be confusing and tedious. In a newspaper, headlines steer the reader from story to story. And it’s pretty much the same with magazines. In copywriting,…

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AIDA: A Proven Copywriting Formula for Generating Leads and Revenue

by Scott Martin

No, it’s not about Verdi’s Opera. AIDA stands for: Attention Interest Desire Action If you’re new to copywriting, or you’re a copywriter staring at a blank page, the AIDA copywriting formula is an “old standard” that routinely produces rock-solid results. You can use AIDA for every type of direct response…

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So You Won An Award? Now What?

by Scott Martin

On occasion, I like to visit a local establishment called Sir Edmond Halley’s in my adopted home town of Charlotte, North Carolina. It’s a restaurant/pub and a favorite among locals. Look closely at the menu and you’ll find, under burgers and sandwiches, “The Award Winning Sir Edmond Halley’s Bacon Cheeseburger.”…

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Direct Response Versus Branding: How to Write No-Hype Copy that Sells

by Scott Martin

I have to admit I’m not a huge fan of business jargon. Piercing headaches overwhelm me when I hear words and phrases like blamestorming, right-sizing, and synergistic. During a business meeting, someone told me to “birddog that information” and I almost collapsed. (On a side note, if you’ve been on-boarded…

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10 Reasons to Use TONS of Copy on Your Landing Pages

by Scott Martin

You’ve heard the old cliché, “A picture is worth a 1,000 words.” If this saying were true in marketing, every landing page would comprise blocks and blocks of photos with very little copy. Oh wait! That’s Pinterest, not a landing page. You’ve probably noticed, the overwhelming majority of web pages…

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Your Campaign Failed? GREAT!

by Scott Martin

“The problem with most copywriters is they don’t think in terms of selling,” says David Ogilvy in his video titled We Sell or Else. “They’ve never written direct response. They’ve never tasted blood.” When Ogilvy says, almost enthusiastically, “they’ve never tasted blood,” he’s talking about failure. Ogilvy founded one of the…

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16 Rules to Make Your Email Rock

by Scott Martin

Email is a lot like the fax machine. Antiquated. Totally annoying. Ugly. Taking up space. But ultimately indispensable—even in the age of Twitter. Email remains a potent and powerful marketing weapon in spite of the daily deluge of spam emails in our inboxes. The beauty of email marketing? You can…

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