Transcription
What Novelists Know aboutStorytelling that (Most)Copywriters Don’t!By Richard Armstrong writing.Ifyouareinanydoubt,checkwithyourattorney.1
imesweredifferentbackthen.Igotmyfirstjobasadirect- earsasacopywritingtechnique,backthenwedirect- ethinglikethis:DearMr.ARMSTRONG,2
thatkindofcopywashopelesslyold- ting3
newly- re’swhatIcameupwith:4
tworked!5
vensnaggedmeafeature- escribedasthehottestyoungdirect- DownatthePiano”wereconsideredold- rthanthelast.6
- it.NowyoucouldarguethatI’mnotanA- idermyselfthekingoftheB- ajordirect- �whichwasthewhite- ‐hotcenterofthedirect- ewdirect- heGreatestStorytellingCopywriterinAmerica7
recentlylaunchedane- GaryHalbertusedtosay wereold- awasacopywriterbythenameofFrankJohnson.8
sonBoxlookslike:9
ntury,theso- maynotmaketheefforttogetthatfar.SoheusesaJohnson10
gVideoSalesLetters(VSL’s)becomelesslikedirect- tysalesletters.andvideo- ct- hydidtheywork?Wehadsometheories,but11
s:First,storiesarehard- morable12
emember.”Itwasa20- n.Onefromthecurrentnews.Andonewithafunny
! 1! What Novelists Know about Storytelling that (Most) Copywriters Don’t! By Richard Armstrong "Richard"Armstrong,"2018" EMAIL:richarm1@aol.com"
