The difference between good copy and great copy are in the results achieved. In direct response, the number of actions the copy generates is what makes copy great. The more actions the copy drives, the greater the copy is.

My friend John Reese, a master at simplifying what we often tend to unnecessarily complicate, says it best. He says the only metric you should ever really count on is this: Yes or No.

That’s it.

Sounds simplistic, I know. But here’s the key point: your copy may get great feedback. It may entertain. It may inform, educate or even inspire. But if it doesn’t sell, it doesn’t matter.

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Michel: The second law will never believe anything at first. And the third law is people will never do anything at first. So the three steps, I call it the three P’s. Pull them in, prove your case, push them back. And copy, when you should pull them in, the headline, people will scroll down a web page.

So you’ve got tons of things that you can do to pull them in. Headers throughout the copy, the story. Prove your case is of course credibility and proof and all that stuff, and your offer and value buildup and guarantees and testimonials. And push them to act is of course asking for the order, making the offer.

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Michel: Yeah, doctors all ****. The question is what are those pills? Actually I can rep those weights 30 times and there is such a pill, but I didn’t get it from a Haitian woman. But I was just illustrating the correctness that, that people have lost the art of storytelling.

Gary: Well you just kept me riveted there, well, whenever you were telling me that. And that’s, it’s sort of what John Carlton says. If you were to sell something don’t think about selling it in a business room or something. Think about meeting your friend at a bar somewhere, just shooting the breeze, and, and, there’s a product that you have that you’re so excited about, what would you say to that person? Would you, you know, use this third person high falutin’ corporate speak or would you be personable and tell stories about it?

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