As a naive copywriter and content marketer starting two years ago, I used to think that my copy had to be entertaining or humorous. Oh, how wrong I was!
The first client that made the "mistake" of hiring me was kind enough to pay me half of the agreed price, despite the comedy skits I wrote in place of what he wanted – cold, straightforward copy that converts. By the time I had gone through the fourth client, I knew something was wrong. They loved my writing, but it wasn't working.
I spent a month or two groveling through the pits, and then somehow, I stumbled across a Twitter thread on books every beginner copywriter should read. Cashvertising by Drew Eric Whitman was number two on that list.
Here's the best way to describe the hard reset I experienced once I started turning through the pages…
You have probably heard the timeless quote, "copywriting is salesmanship in print." However, we all tend to forget this axiom – and I ultimately did – here's why…
Copywriting is like face-to-face selling. And the lack of human interaction takes away the emotional element and non-verbal communication in the selling process. Therefore, your copy must somehow hit the right emotional triggers that empower or move your prospects to buy.
As the saying goes, "How you say it is just as important as what you say." And that's what Drew Eric Whitman drills into so well with this fantastic book of his. The challenge is often not with the offer itself, but the language, the tone, and the "voice" of your copy.
And I must say, this little switch in how I approached copy made a massive difference for my next client. The best part was being able to win jobs from two out of the four previous clients.
Fifteen months after, we are still going strong. And the client list keeps on growing.
You may have a great product, but if your copy doesn't present your offer in a compelling way that speaks to how we humans buy, your product or service is dead on arrival.
This is why after a career that spanned roles such as working for the direct-response division of Weightman Advertising, the largest ad agency in Philadelphia to being the Senior Direct-Response Copywriter for Union Fidelity Life Insurance Corporation, one of the largest direct-to-the-consumer insurance companies in the world – Drew Eric Whitman – a.k.a "Dr. Direct"- penned a book that does an in-depth review of the psychological verbiage behind communicating effectively and bringing in the cash from your leads.
If you consider that Drew Whitman began creating advertising such as order forms and product illustrations at age 11 to sell jokes and gags to his 5th-grade classmates, his in-depth understanding and unique approach to marketing start to make sense.
I also need to add that he was quite successful at that with his classmates, distributing and collecting cash orders in abundance.
Dr. Direct's work has been used by companies ranging from small retail shops to million-dollar blue-chip corporations such as the American Automobile Association, Texaco, American Legion, Faber-Castell, Day-Timers, and many others.
His methodology is quite simple. No matter what product or service you are selling, once you know how the human brain processes sales messages, it becomes pretty easy to convince thousands of brains to buy from you instead of your competition.
Understanding this is extremely useful for all aspects of digital marketing, including email marketing, writing headlines that convert, and writing sales copy for your website or sales page.
And it doesn't just tell you how – the book does a fantastic job of explaining why people make a buying decision and how you can tap into that. It also gives you a more in-depth understanding of how you can take a "casually browsing" web visitor or email subscriber and turn them into a "SHUT UP AND TAKE MY MONEY!" customer.
After reading his book, you'll have a clear understanding of:
His techniques are based on human psychology. No matter where you are located, or no matter how outlandish you think your product or service is, they work. The best part is most of these techniques won't cost you a penny to implement.
Cashvertising is my "secret sauce" for tapping into the "buy now" psyche of potential and existing leads.
On a serious note, before you waste money on ads that don't work, invest a little in learning how to create ones that will. You will have so many "A-ha" moments as you pore through the book (I know I did) that you'll feel like you know how to sell anything to anyone pretty much.
While the cover might look a bit cheesy, this is an action-packed and practical read. It's 207 pages of some of the most incredibly useful information written in an entertaining and easy to ready style. I blew through it in a couple of hours.
However, considering the amount of useful information loaded in here, it might be great to get a notepad, a pen, some quiet space, and spend some time reading and writing notes – especially when you hit those A-ha moments.
In summary, Eric Drew Whitman's book will teach you the tips, tricks, and strategies that most of the biggest ad agencies and copywriters use to persuade people to buy like crazy, without wasting money.
If you are willing to put in a couple of hours or days – depending on how you prefer to consume information – and get yourself ahead of the noise, then do yourself a favor and head over to Amazon to grab a copy for less than $9.
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