When I lived in the States I used to see direct mail from Nightingale-Conant a lot. Maybe more often than any other publisher.
I pulled today’s swipe from the internet, but it’s very similar to the sort of stuff they’d send in the mail, so I guess the syle worked.
It’s short, simple, direct, economical. The kind of copy I like. The kind of copy that’s pretty rare these days…
When writing for direct mail, you want to keep printing costs down, so you’re trying to say all you need to say in as few pages as possible. It’s a challenge today’s digital-age-only copywriters don’t face, where 100+ page sales letters are common. I wonder if it’s made copywriters weaker?
Anyway…
One thing I noticed in today’s swipe is the big prediction made in the copy actually came to fruition. It’s proof that not all copy is hypey BS. Good copywriters do a lot of research and normally there’s a compliance team fact-checking every claim.
There’s amazing credibility throughout, too.
Take a look…
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