I’ve been writing direct response copy for twelve years, and in sales for over a quarter of a century. During that time, I’ve worked with some incredible clients, but none quite like the mighty Drayton Bird.

What Drayton doesn’t know about selling in print probably isn’t worth knowing. I’m going to share one lesson which was a lightbulb moment for me and will remove any overwhelm you might feel as a writer or business owner in 2023.

No more big lead in or intro here, as one of Drayton’s pet hates is when writers spend too long, “warming up the engine. Just get to the bloody point!”

So here it is…

One of the advertising greats, John Caples once said, “Times change. People don’t.”

As the digital landscape evolves at a breathtaking pace, it’s easy to become enamoured with the latest trends, cutting-edge techniques, and “buzzwords” that promise to revolutionize the way we sell.

At least twice a year the “gurus” come up with a “brand new” system which was only recently uncovered and will triple your revenue. For just a few thousand dollars they’ll teach it to you at their next event!

But when you compare today’s best video sales letters, webinars, and funnels raking in millions, with some of the most celebrated ads of old, it’s blatantly obvious – the core principles of salesmanship remain unshaken regardless of the tools at our disposal, or the platforms we use.

In a world where shiny new strategies are relentlessly pitched, just remember that the bedrock of effective selling has remained remarkably constant.

As an example, the following written by George Orwell way back in 1947 will instantly improve your results if you apply it to your copy TODAY…

*Never use a metaphor, simile, or other figure of speech which you are used to seeing in print.

*Never use a long word where a short one will do.

*If it is possible to cut a word out, always cut it out.

*Never use the passive where you can use the active.

*Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.

*Break any of these rules sooner than say anything outright barbarous.

And here is one of the copywriting “checklists” I use, based on just some of what I’ve picked up from Mr. Bird and his 50 plus years in sales and copywriting:

1. Does your headline quickly and clearly offer a strong benefit to the reader? If not, it MUST.

2. Is your first few lines of copy clear, concise, understandable, and engaging? If you try to be funny or vague in your opening, you’ve killed the sale. As Drayton says, “Stop warming up the engine. Get to the bloody point.”

3. Have you made it instantly clear in your copy WHO your prospect is? You need your reader to know immediately you’re talking to them.

4. Does your copy read as if you’re having a face-to-face conversation with one person? If not, it should.

5. Have you pre-empted any objections readers might have? Have you given every reason why someone should buy from you? Drayton says, “Do you demonstrate every benefit of your product/service? – give examples, quantify it, compare it to alternatives? People want to know how and why you are better.”

6. Have you backed up your arguments with social proof, testimonials, studies, actual numbers? You need to.

7. Is your offer 100% clear? Keep things simple here. Tell the customer exactly what they’re getting and exactly how much it will cost them. If you’re vague or leave a customer confused, you’ve also killed your sale.

8. Don’t be scared to ask for the sale and don’t hide your call to action. Be forcefully explicit in showing your customer HOW they can purchase and what they need to do next. Whether it’s clicking a button, filling in a form, or making a phone call to your sales team. Make your call to action bold and clear. Assume people need to be told what to do next.

9. Have you run your copy through the “Orwell 6 rules for writing?” If not…do it.

10. Get someone who ISN’T a copywriter or marketer to read your copy. Ask them if they understood the offer, were engaged by the copy, and if they’d consider buying if they were a potential customer.

The feedback you get from non-marketing folk is probably even more valuable than what you’ll hear from us “old timers.”

So don’t forget….

No matter how many new names people come up with for old techniques, times change, people don’t!