Here’s the second part of the interview between copywriting giants Clayton Makepeace and Gary Bencivenga. It continues with more about Gary’s early days as a writer and his early mentors – people like copywriting legend John Caples and the great David Ogilvy. Notice also some of the “mindset” points that Gary makes early on. By […]
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Copywriting Notes – “Psycho-Cybernetics” And Copywriting
Most copywriting training focuses on what would be called the “craft”. How to write effective headlines, bullets and put together a convincing letter. More advanced training goes into the psychology of selling and and crafting an effective strategy and campaign for a promotion. Very little is ever said, however, about what might be termed the […]