Update: I attended an 80's-themed party over the weekend. When you attend these events some folks are naturally inclined to go all out with the look of that day. I went online to research what people wore back then. Anything from the Miami Vice Don Johnson look to the longhaired heavy metal rocker look would have worked fine.

I opted for that tough, sexy guy look: five-o'clock shadow, loafers, tight fitting jeans and donning a tiny luminescent earring. It was the first time with the earring for me. I was too chicken to get my ears pierced—so I settled for a clip-on.

If you want to make a splash in the things that matter, do the research. Spend the time to gather the details. Because I guarantee... people will notice!

Feature Article: Little Known Copy Secret

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Delivering the Knockout Punch...

Have you ever completed a task knowing you could have done a better job? You realized something wasn't quite right, and with a minor improvement, it'd really be sensational. On a scale of one to ten, you finished with a nine, yet stretching for ten was within your reach.

I've twice given a message about unrequited love and I'm still experimenting with the ending. Previously I closed with a lesson learned that segued into an intriguing question for everyone. But next time, I've decided to wrap it up by becoming that bad boy I mention in my talk.

To pull this off I had to find tough guy images to duplicate. I searched online to find a combination that would work for me. Wearing black jeans, a dark muscle shirt, leather moccasins, facial stubble, earring and a tribal armband tattoo would suffice.

Next time I give that message my final remark will be a question directed only to the ladies. I'm betting they will erupt with the kind of passion and excitement reserved for rock stars. That's the idea. That plus my bad boy look will be the knockout punch to my message. Wish me success.

Little Known Copy Secret

Dear Associate,

Whether you pen your own persuasive sales copy, hire an in-house copywriter or contract a direct marketing ad agency ink slinger—there is one critical copy element each one must demonstrate in order to pull your readers through. It's a little known technique that separates world-class copywriters from everyone else. And it's one of the reasons why top gun copywriters, who have mastered this technique, can charge enormous fees.

What is this little known secret?

It's the power of research.

You may already be competent at writing in a conversational style, creating attention-grabbing headlines that can halt people in their tracks, and making the most delicious, mouth-watering offers—but without the necessary research, your copy will appear as if something's missing. That something's incomplete. And this may lead your prospect to question your sincerity.

Why is research so important?

Because research is the glue that holds the body of your copy together. It is the oil that lubricates the friction of prospect skepticism. It massages, engages, reaches, teaches and speaks to both hemispheres of your prospect's brain.

One day, not long ago, my copywriting coach took every member of his team to task. We sent in our assignments, but not one of us did a good enough job of researching the Concorde Jet Airliner we were trying to sell. He aired his disappointment to us by stating:

"I feel that some of you didn’t do the necessary research to really create the best copy. If you are not really familiar with what the plane does and its storied place in history, you can’t write effective copy.

"This is not a little plane that people buy and fly themselves. It is a supersonic jet that travels at Mach 2.2 and requires the most skilled pilots in the world. It slashes hours off of long trips, and it has had a special mystique from the time the first one took off. This mystique only grew over time. I know people in London who went outside to see the plane every single day at the time it was scheduled to fly overhead. For years!

"If you want to be a world class copywriter, you must be willing to research your product and learn everything you can about it."

Ouch!

Enough said. Of course he was right. There are no shortcuts to effective copywriting. The details you miss may poke too many holes into your message. And too many holes equal a serious drop in response rates.

But you don't have to settle for this...

Get busy. Research your topic now. And never allow anyone to poke holes into your copy.

Warm regards,