I help copywriters & businesses create sales copy that works. Started at David Ogilvy’s ad agency on Madison Ave. Went on to sell over $1B via direct response.
2 Must-Read FREE Reports ➡
Joined June 2008
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David Deutsch retweeted
Crave sharper thinking, ruthless focus, and bigger wins?
Follow these accounts. Watch your growth explode.
Marketing: @LynnSwayze
Content: @Alexmathers84
Messaging: @ddeutsch
Business: @StroteBook
Startups: @agazdecki
Play: @reddy2go
Mindset: @audrlo
David Deutsch retweeted
Wonderful technique that... embedding benefit or proof in a warning:
For a weight loss supplement: "Don't take more than the prescribed dose, or you may lose weight too rapidly."
For a skincare cream: "Friends may accuse you of having had a face lift."
When infomercials want to imply something is so good it's in high demand: "If phone lines are busy, please keep trying."
David Deutsch retweeted
I believe that most good writing, thinking and problem-solving emerges from wrestling with—and highlighting, challenging, or reconciling—the paradoxes and contradictions.
Just bought your book. Can’t wait to dig in.
David Deutsch retweeted
Ready to unlock the secret to crafting irresistible copy that converts?
We’ve just had an incredible chat with the brilliant David L. Deutsch, and it’s a game-changer for anyone in marketing and copywriting.
directresponsesecrets.com/p/…
Thank you, @ddeutsch, for coming on! 👏
David Deutsch retweeted
30 Days Sketch of @ddeutsch 's wisdom on copy-writing (copy-thinking)
Week I , January 2024
DAY 1 | Less is more
teapawt.org/ddeutsch/status/173697…
What you exclude from your copy is as important as what you include.
Copy devoid of hype, half-truths or unnecessary explanation and elaboration is so rare as to be conspicuous.
Much good copy has been spoilt by saying what should not — or need not — be said, leaving no place for the prospect to fit in.
"When baiting a mousetrap," said adman Howard Gossage, "be sure to leave room for the mouse."
David Deutsch retweeted
True story about @ddeutsch & his advice about headlines:
Many years ago David, me, @HeyHealy Ray Edward's John Angel, and Daniel Levis had an informal mastermind meeting on Ryan's teleseminar line (so like a decade ago back during teleseminar days) each month.
After one of them, David asked what I was working on.
I told him I was creating a backend offer for a prostate offer.
He goes, "let me see it."
"My prostate?"
"No, the prostate offer."
"Oh. Yeah, I knew that, of course..."
So he looks at my headline which was 'safe' - big claim, proof, everything functionally correct. I don't remember what it was but it was like all the other headlines in that niche, at that time.
David said:
"I'd like to see more 'Ben Settle' in this" - meaning, more like how I write my email copy.
So I went on my merry way.
And a couple hours later came up with a far better headline.
Something like:
"Might as well just cut your balls off now and get it over with"
or
"Might as well just castrate yourself now and get it over with"
Something like that.
Whatever it was, it was a helluva lot better, more powerful, more emotional, impactful, and attention-getting than the safer, by-the-numbers one I originally wrote.
And that was when I realized the great David Deutsch is very likely the best headline coach on the planet.
To write a great headline, you've got to make a switch.
Because you can't write a headline from the same mindset you're in when writing the rest of the copy.
That is, from the selling mindset, the "how-can-I-convince-the-prospect-this-is-the-greatest-thing-ever?" mindset.
Instead, you've got to write it from the attention-getting mindset, the "how-can-I-grab-the-attention-of-this-super-busy-and-distracted-prospect-who-right-now-couldn't-care-less-about-me-or-my-product" mindset.
Rule #1 about headlines: They are for attracting attention, not selling.
Rule #2: Their only job is to get the prospect to engage with the rest of the copy.
Rule #3: If you don't grab the prospect by the collar and pull them forcefully into your copy, someone else will pull them into theirs.