It’s from a copywriter named JK Fraser. He is a white boy/man like a lot of the writers I started studying, I notice. Regardless, I couldn’t find much on him online. The Quick Notes I’ll share are from a podcast I listened to called Copywriters Podcast.
It’s by another copywriter named David Garfinkel. Who carries the same look at Fraser. Anyway, let’s get to things. Here’s what NOT to do.
One of my corrections in a new job I started a few months ago has been that I give too much information. I don’t know how to choose what needs to go in the specialty page.
This is good advice because sometimes we’ll get so much information, and we’ll have to pick and choose what matters the most. My Editor shared with me this advice. I share with you. JK Fraser shares with you+me, too.
Also, knowing the facts will help you to spotlight what the selling point can be. The podcast episode gives more details, but basically another ad copywriter named Joe Sugarman who is well-known for ad copywriting did this — he renamed an item that went on to sell well, after speaking with the product’s engineers to learn more. The Pocket CB. He got the facts.
Write to accommodate where they are mentally as they’re reading.
They may be worrying about their troubles — in any case you have to hook them with quick points of interest.” -David Garfinkel
What I take from this is that you can write knowing that a reader might be distracted, exhausted, or uninterested, and speak to whatever the deep psychological human need is for them to find happiness, be connected, find their potential.
I’ll keep this in mind writing therapy pages, and any other copywriting projects.