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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.

Can These Old-School Ads Help Your Bottom Line Today?

by Scott Martin

old-school ads

If you come across a marketing guru who claims to be “innovative” and “cutting edge,” then run the other way. It’s true that innovative, cutting edge technology can make marketing easier (sometimes), but when it comes to direct marketing techniques, what worked 100 years ago (in those old-school ads we…

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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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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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When You’re Serious About Maximizing ROI, Start Here…

by Scott Martin

Writing a Great Offer

It’s not a scientific equation but it’s mostly predictable: Deep Digging = High Conversion To help me buttress and augment my theory, I want you to meet someone. I’m currently watching the DVDs of the Gary Bencivenga 100 Seminar (a $5,000 product and worth every penny) that took place in New York…

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