About Scott Martin

Scott Martin is a direct response copywriter based in Charlotte, North Carolina. He has also written or edited 18 books including The Book of Caddyshack: Everything You Always Wanted to Know About the Greatest Movie Ever Made. Scott provides free resources for marketers including direct response checklists.

    Connect here:
  • facebook
  • googleplus
  • linkedin
  • twitter
  • youtube

Articles by this author:

AIDA: A Proven Copywriting Formula for Generating Leads and Revenue

Tango

No, it’s not about Verdi’s Opera. AIDA stands for: Attention Interest Desire Action If you’re new to copywriting, or you’re a copywriter staring at a blank page, the AIDA copywriting formula is an “old standard” that routinely produces rock-solid results. You can use AIDA for every type of direct response ad: sales page, squeeze page, […]

Can These Old-School Ads Help Your Bottom Line Today?

old-school ads

If you come across a marketing guru who claims to be “innovative” and “cutting edge,” then run the other way. It’s true that innovative, cutting edge technology can make marketing easier (sometimes), but when it comes to direct marketing techniques, what worked 100 years ago (in those old-school ads we often roll our eyes at) […]

Fascinate, Tease & Shoot to Kill! How to Use Bullets for Better Results

inforgraphic design

Think about the last time you read some copy and bought the product. It likely had a headline, an offer, a call to action, plus some body copy. And if it was effective copy, it also likely had bullets. Bullets are simply short, bite-sized pieces of copy that focus the reader’s attention on key features […]

Selling Sunlamps in the Sahara: The Formula for a Powerful Offer

business hand holding earth

I’m sure you’ve heard a version of the old saying, “That salesperson…they’re so good, they could sell sunlamps in the Sahara—or ice cream to the penguins!” My travels have not taken me to the Sahara but I’m extremely confident that when I finally take my Saharan adventure, I’m not going to run into someone selling […]

10 Tips to Energize Boring Copy (And Increase Sales by 30%)

plasma lamp

If you’re serious about marketing, then every word of copy has only one purpose: persuade the reader to take the next step in the sales process. The next step could be calling a toll-free number, filling out a form, or reaching into a pocket or purse and pulling out a credit card. Whatever the next […]

Direct Response Versus Branding: How to Write No-Hype Copy that Sells

click-through-traffic-social-web

I have to admit I’m not a huge fan of business jargon. Piercing headaches overwhelm me when I hear words and phrases like blamestorming, right-sizing, and synergistic. During a business meeting, someone told me to “birddog that information” and I almost collapsed. (On a side note, if you’ve been on-boarded or parachuted into a new […]

How to Create Winning Headlines in 9 Simple Steps

heart shaped magazines

Imagine a newspaper or magazine with no headlines. Imagine a print ad with no headlines. Imagine a long-form sales page with no headlines. It would be confusing and tedious. In a newspaper, headlines steer the reader from story to story. And it’s pretty much the same with magazines. In copywriting, the headline is the advertisement […]

How to Establish a ‘Control’ Landing Page for a New Product or Service

create-winning-angle

You’ve got a new service or a new product. You’re going to drive traffic to a new landing page through PPC, email, affiliates, traditional media, and other sources. You’ve got white space staring at you but the landing page needs to be ready in a few weeks—perhaps sooner. What’s next? Here’s a step-by-step guide to […]

When You’re Serious About Maximizing ROI, Start Here…

Writing a Great Offer

It’s not a scientific equation but it’s mostly predictable: Deep Digging = High Conversion To help me buttress and augment my theory, I want you to meet someone. I’m currently watching the DVDs of the Gary Bencivenga 100 Seminar (a $5,000 product and worth every penny) that took place in New York City in 2005.  Now retired, […]