Sage Advice for You from a Grand Master Copywriter

Grand Master Don Hauptman (left) with me at undisclosed Calif. location

I caught up with my friend and mentor Don Hauptman recently, during a whirlwind visit he made to California for business and pleasure. Don, based in New York City, is famous for headlines and copy that have lasted and lasted and lasted (and made money and money and money).

Headlines like: Speak Spanish Like A Diplomat… and If You Get Out of the Market Now, You’ll Hate Yourself Later!

Don is the author of the some of the most common-sense, elegant and profitable nuggets of advice about copywriting I’ve ever come across.  With his permission, I’m reprinting the three tips he contributed to Debbie Weil’s Top Copywriting Tips When You Can't Afford to Hire a Pro
(I’m also a contributor), for your reading and writing pleasure:

1. Hauptman's Law: Start with the prospect, not with the product. In promotional copy selling newsletter subscriptions and other information products, a common mistake is a focus on the publication's features instead of benefits to the reader. Solution: Identify your customer's problems, needs and concerns, then "translate" the product's features into irresistible benefits. Pinpoint the ultimate benefit: the single biggest promise you can make.

Anemic: "It's about managing your time better."
Stronger: "You'll be out of the office an hour earlier every day!"

2. Grab attention instantly.  Create a teaser, headline or subject line that's dramatic, provocative, surprising, exciting, unique. Avoid cliché, ho-hum, heard-it-before copy.

Yawner head: "Speak Spanish Like a Native."
Million-dollar head: "Speak Spanish Like a Diplomat." 

Lame: "Get Rich Fast."
Ingenious: "Get Rich Slowly."

3. Bolster every generality with a specific.  It's fine to make promises and claims, but they should always be backed up by specifics. Facts and figures make copy more credible and effective. Always ask yourself the magic words: "For example?" Quantify and concretize each assertion with real-life names, numbers, dates, case studies, illustrations, etc.

For example: See my use of specific examples in the preceding two paragraphs!

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Great advice, Don.  Every copywriter, marketer, entrepreneur and sales pro should print this post out and pin it up on the wall!

David Garfinkel
Publisher, World Copywriting Newsletter

Comments

[Michael A. Stelzner]

David - Great post! Thanks. - Mike

[Mauricio Martinez]

Done.

[Katie Cummings]

So true, I see these rules being broken every day. Especially the one about bolstering every generality with a specific. The worst thing you can do is make a general claim, 1. that doesn't seem realistic and 2. that isn't followed up with a fact. Too many companies are self centered, when they should be centered around their consumers, who are also self centered and don't want to hear about how great you are. They want you to be thinking about them. As far as grabbing their attention, that's a must. But make sure to have a great following act.