“Source: Red Hot Super Tab Rakes In The Dirt, But Serves Up Gems For Copy Scribes!” by David Garfinkel
“Source: Red Hot Super Tab Rakes In The Dirt, But Serves Up Gems For Copy Scribes!” by David Garfinkel
I am one of two copywriters ever to have been featured in a profile by the National Enquirer, and it’s not because I’m so darned good at writing copy.
It’s because I openly admitted that a lot of my success in pulling orders from my copywriting came from what I learned reading America’s Favorite Newspaper.
(The other copywriter is some guy named Gary who announces from the audience at Internet marketing seminars that more people read the Enquirer each week than have read the Bible in all of history — a claim I don’t even think the Enquirer would make.)
My new Enquirer (October 25 issue) arrived in the mail today and I can’t wait to read it. Here’s why…
? Tatum O’Neal Ignites Brutal Family War – beatings, drugs, orgies revealed!
? Lisa Marie’s Weight Soars! – Secret reason she’s packed on the pounds – EXCLUSIVE PHOTOS
? Roy Marked For Death – Shots Fired at Siegfried and Roy – Enquirer exposes plot to kill him
? Mafia Doctor Exposes Gangsters’ Secrets
Now don’t tell me this is hype. (Tell me something I don’t know.)
What I just bulleted out for you are the headlines from next Thursday’s cover. You can get a gold-plated education in writing headlines just from studying the covers.
What’s great about the Enquirer is the writing, and the way visuals are integrated with the words to get attention and hold attention.
That’s the copywriter’s first job.
And where else you gonna find examples that really work?
The Enquirer has taken everyday drama and elevated it to a high art. People make fun of it, but most advertising pales by comparison, when you look at the sheer energy and magnetic quality of Enquirer prose and graphics.
Now, can you take what you learn in the Enquirer and use it as a cookie-cutter template for your own copy?
Almost assuredly not – unless you’re selling to the Enquirer crowd and it’s a high-drama, very personal type of consumer product.
But you can take the techniques, principles and turns of phrase, and adapt them to your situation and circumstances.
By the way, do you think it’s fun getting profiled in the Enquirer?
Yes, and mostly no.
Yes: A girl I was courting finally agreed to go out with me. It was one of the wildest affairs of my life!
No: I got an email from an attorney working for the IRS. (Turned out it was someone I knew from childhood. The Enquirer made it look like I was rolling in cash simply because I was a reader — and he wanted to let me know that he was an Enquirer reader himself and wasn’t making a lot of money himself as a result.)
No: My mother told me the Enquirer was taking too much credit for my success, and the credit in fact should go to her.
No: I got a copywriting client in Hollywood that made every other unworkable situation in my life look pleasant and desirable by comparison.
OK. So. You don’t have to get profiled by the Enquirer for your copy to benefit from it. But you can learn a heck of a lot just reading it and studying how they do what they do.
And if you hurry, you’ll learn the secret reason Lisa Marie has packed on the pounds!
David Garfinkel is one of the best copywriters on the internet and was a speaker at Armand Morin’s Big Seminar Series and Carl Galletti’s Internet Marketing Super Conference. You can learn more about his books and training courses by clicking the links below.
David Garfinkel is founder of the World Copywriting institute and is considered by many people to be the best teacher of copywriting in the world. The stated mission of the World Copywriting Institute is to “eradicate copywriting illiteracy in the world.” Jay Conrad Levinson, author of the world’s best selling series of marketing books, Guerrilla Marketing, says, “David Garfinkel is the best copywriter I know.” Sign up for David’s free World Copywriting Newsletter. and you get a free one-hour downloadable teleseminar on copywriting. Also visit David’s World Copywriting Blog:
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