When You Don’t Know What To Write, Don’t

Singer sewing machine

(Isn’t that a beautiful machine? 100 years old & in perfect working order. Sadly not mine. I don’t sew FYI, but I do appreciate beauty)  

Why have I plonked a photo of a sewing machine there? 

Because today I’d like to share a tip from what I believe was the world’s first direct response ad. And if I recall (from reading about direct response, I’m not that old) the ad was for sewing machines. 

This was back in the late 19th century in North America. 

Anyway, the copywriter interviewed the company’s salesmen, this was the early days of direct sales remember? Door to door direct sales, the antecedent to direct response advertising (you’ll understand why in a tic) 

He not only interviewed them, he recorded their pitch, what they said to the housewife on the doorsteps to get them to try their sewing machine on a trial period. (I think it was Singer – they were the first to do this and offer instalment plans) 

So he recorded their pitches, the usual objections and how they overcame them. 

And basically transcribed the whole lot, with some polish, into a highly successful print ad with a coupon as a call to action. (This is why it’s called direct response advertising)


Salesmanship in print. 

What does this have to do with you? 

I’m always imploring you to write as if you were talking to your ideal client 1-1 over a coffee or a drink somewhere, just the two of you. 

So imagine you are doing just that, prepare some notes, an outline, and record yourself until you’re pitch perfect (sorry) 

Record until you’re happy with it. Then ask a VA to transcribe it for you, review and publish. No writing required.

Try it & let me know how you get on…

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