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John the copywriter’s recipe for killer body copy

John the copywriter’s recipe for killer body copy

Copywriter bites dog!

So, you’ve written a killer headline. 

Now what? 

Headlines are the ticket on the meat. Headlines are wonderful things. I think they are the most important part of the advertising message. The headline, as David Ogilvy said, is the ‘ticket on the meat’. It may be the best written headline of all time, but If it doesn’t sell, it isn’t creative.

Headlines are 80% of the success of your content. The headline contributes 80% or more to the success of any ad, article, or sales letter. If it fails to pull the reader into the main body of the ad or sales copy, then there is zero chance of success. People read what interests them, and sometimes that’s your headline.

 Is there life after a killer headline? From your readers left in the room, 75% will fall away between the first and third sentence. To see what I mean, read the opening sentences from these three best selling books.

“It was the summer when the price of a small loaf of bread topped a million roubles.” From Icon by Frederick Forsyth.

“When Lady Ann Sercomb married George Smiley towards the end of the war she described him to her astonished Mayfair friends as breathtakingly ordinary.” From Call for the Dead by Le Carre

“With a sudden sharp snort which, violent though it was, expressed only feebly the disgust and indignation seething within him, Sir George Pyke laid down the current number of Society Spice and took up the desk-telephone.” From Bill the Conqueror by P.G. Wodehouse

The opening paragraph should hook you like the opener in a good book. Irresistible, almost hypnotic openers like these examples set the scene, capture your imagination and you’re hooked like a returning salmon.

Most readers bail out after the third paragraph. Surprising, although intrigued, most people will bail after the third paragraph of an ad or book.

Unless, of course, you ambush them….

“It was the summer when the president collapsed in his limousine too far from help to be saved, and an old office cleaner stole a document.” From Icon by Frederick Forsyth.

When the flood of early readers disappear, you are left with your prospects. Even then they will fall away in droves. The reason is simple. Those left are the people most interested in your product.

You can’ t create desire. But you can wake it up. Like salmon swimming upstream, the reason they are here is not because of you. That’s too big. You cannot create universal natural desire. The desire was already there. All you did with your killer headline and opening sentences was awaken that desire.

Dig a dyke of desire. All you have to do now is channel this desire to reach your goal.

If you don’t dig writing your own content, then hire me. I have proven experience of turning  potential buyers into actual buyers.

I’m a results-driven salesman behind a typewriter. Well, not a typewriter any more. But you get the drift.  If you want to sell or tell in an intriguing way, I can help you.

It’s not magic or rocket science. It’s all about gut instinct.  And 50% of it simply doesn’t work. That’s the great unsolvable problem of marketing: “Fifty percent of your money is waisted, but nobody knows which 50 percent.”

When it does work, however, it can be quite spectacular.

Look at some of the results I got for my happy clients:

 A deodorant client saw sales rise from 4% to 11% in 6 months. 

Steinway sold more pianos that Saturday than they did in a whole year. 

Usually my job is to drive traffic your product. In this case the job was to drive traffic away from a closed motorway. It was so unbelievably successful the company held an inquiry. They simply could not believe it.

Whether I can achieve these results for you or not, I think you’ll come to agree with one of my clients when he says:

“John is one of the most creative people I’ve ever met. He is a natural hunter of selling ideas. He is a natural communicator with his audience. And he is famous for nursing his creations with meticulous care through production and launch. I’m happy to recommend John without reservation.”


If you like what you’ve heard so far, but it’s not for you at this time, perhaps you know someone in your line of business that could benefit from my copywriting skills and experience.  If so, please feel free to pass my details on to a needy friend or colleague.