And a lot of people—millions of people, in fact—love his personality. Even if they can’t always understand what he just said or what the word he just said means.

hard day’s work and see the usual pile of collector’s bills in your mailbox and cold, sniping voices on your telephone answering machine. But instead of getting angry, scared or upset, you actually start laughing. And the reason you start laughing is because you’ve just been told a “secret” way of getting all those collectors to not only stop

The first one talks about an outrageous offer unheard of anywhere else. But people may wonder why? It almost sounds like a sleazy ploy (sometimes used by the used car business) just to get you in the door. The second example, on the other hand, gives you a drawback—a “negative claim”—before telling you the spectacular offer. Not only does it give

Rare Copywriting Secret (Used Only a Few Times in History) Leaves Your Competition Riding Your Coattails If you’d like to know a way to explode the response of your copy... with even your savviest competitors riding your coattails for years into the future... then here’s how a few smart businesses have done it in the past. And why you can do the

How to Make the Newspaper Your Unofficial “Sales Assistant”

The mistake I’m talking about is this: Promising to reveal some sort of secret or “insider” information in your ad... and then not doing it.

But the fact remains That is a fact Incidentally Irrefutable The idea here is to “pepper” them in your ad here and there. This is especially important if you’re talking about claims that sound unbelievable. Because by inserting a word or phrase people automatically associate with truth and logic, you tone down the “hype” part of the claim, and make

How to Make “Crazy” Promises and Claims Totally Believable If you’d like to know how to make almost every single claim in your ads seem more credible and believable—no matter how crazy they may sound—then listen to this. There is a way—taught extensively by the late copywriter Eugene Schwartz, but almost never talked about anymore—to “buffer” the

And since the ad is written “by” Bill Buckley, it is in his “voice” with his personality. Using the exact words he uses in real, every day conversation.