Copywriters Podcast11 Dec 2023

Tips To Improve Conversions - Old Masters Series

Have you ever written a really good sales page or video sales letter script, and you’re sure you’ve done everything right, but it’s still not converting the way you know it should? Sometimes it all boils down to that final push. More than a call to action, the final push is a collection of simple but crucial elements to help your prospect get across the finish line. These tips were discovered from rigorous testing and study by an old Master, Clyde Bedell. We’re going to share some of his best ones on today’s show. So, we’ve done a couple of different Old Masters series episodes before on Clyde Bedell. To refresh your memory, besides being a highly successful advertiser, he was a prominent teacher. For example, he built a national sales training program for Ford Motor Company in the 1930s. When he was teaching copywriting at Northwestern University, he couldn’t find a suitable textbook, so he wrote one. That turned into “How To Write Advertising That Sells.” It was first published in 1940—13 years before I was born. The book is 8-1/2 by 11 and a massive 539 pages. It’s pretty hard to find a copy these days, but I found one copy on Amazon for $736. Lucky for me, I got my copy years ago when it was easier to get and not quite as expensive. Today we look at Chapter 8, which he simply called “Try For Action.” It’s chock-full of tips on how to get your prospect across the finish line to click the buy button.
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