Andrew Reynolds Interview – Part Ten

Continuing our series on Direct Response marketing – and interview with Direct Marketer Andrew Reynolds Part Ten

Q: What kind of style do you prefer to use in your sales copy?

Andrew Reynolds: Any good copywriter wil try to almost write with what I call an active voice. The writer needs to have a voice that carefully carries the reader through the pages and all the time heightens their interest and puts them at ease.

Q: The letter has to be personal then…

Andrew Reynolds: Yes – you should start your paragraphs with phrases that you would use in normal day to day speech – for example “And”… “Oh, By The Way”…”Wait”… “Now”… “One More Thing”…”You See”… etc. You should start sentences NOT with schoolbook English – but in more non-traditional ways.. Make each part of the letter more about the reader enjoying and experiencing a benefit as they read through each sentence. Just like to chat with a mate down the pub – you should try to bring your message to life just as you would face to face.

Q: So you’re saying we should try to indulge in a kind of conversation with the readr

Andrew Reynolds: That’s exactly it. You should make it really easy for your future customer to read your message… to take on board the benefits they will get by listening to you… and to get them to respond to your request for an order. You will find that simple, clear communication will work so much better than a stuffy tome.. Like the guy down the pub, you should use simple basic words to get your story across and present your offer to the reader. You must help the reader experience an easy going read through your letter and allow them to instantly absorb your material.

Q: So you are talking direct to the prospect

Andrew Reynolds: Yes. A good writer will write YOU-oriented sales copy to give the prospect the sense that you are speaking directly to him from the page. By talking to “You” you’ll add warmth through your personalized copy.

One response to “Andrew Reynolds Interview – Part Ten”

1. Millionaire Magazine » Andrew Reynolds Interview says:

   February 28, 2011 at 2:16 pm

   […] Click the following link for Andrew Reynolds Interview

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