Michel: We have everybody here now we’re going to start. And I, I want to welcome you all to the call because tonight is going to be an amazing call that’s nothing short of astonishing and it’s going to be something that I, I really am proud of because you see if you want to learn how to write killer copy there’s something that you need to learn above all that.

And, and this is so important because if you want to learn how to write killer copy that mesmerizes your audience and almost rips the money out of their wallets and, and make them feel good about doing it too, you’re in for a real treat. Because the person that’s going to be on tonight is a person that can actually teach you how to do that.

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This is another article was written by one of my junior copywriters, Joe Valente, as an introduction to one of mine — which I published on this blog already (the link is further down). But Joe’s article is so good, I decided to reprint it here. Take it away, Joe!

Life’s too hectic. Go on, tell me I’m wrong. Well, maybe that’s not so for you, but for me, there’s just so much going on, such as:

Writing and editing web sites, technical manuals, tutorials… Car repairs, some done in my driveway, and some done by others, but always under my watchful eye (remind me one day to tell you about my Talon and the plans I have to get back into Autocross with it)… Household maintenance (thankfully the lawnmower died, buying me an extra hour!)… Hockey season (I coach and referee)… And of course, the band in which I’m the bass player and lead singer.

So it was quite a surprise when…

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A significant reason behind websites that fail is the lack of an effective response-driven message. A message that gets people to do something, even if it’s to keep reading.

A direct response message is not just about response. It’s comprised of three elements: it must be 1) captivating (it captures the reader’s attention), 2) riveting (it pulls her into reading further) and 3) engaging (it calls her to act). (In fact, these are the “three simple steps” I talk about in my DVD video.)

How can you incorporate those three vital elements?

If I were to answer that question adequately it would likely take me an entire book the size of an encyclopedia! But for now, let me give you a succinct explanation…

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