TJ Walker interviews copywriter David L. Deutsch on techniques that boost response rates. He breaks down why the Got Milk campaign works, explains how a readable signature matters in direct mail, and offers two free reports on copywriting and idea generation at speakingofwriting.com.
Questions this video answers
speakingofwriting.com and davidldeutsch.com.
"Copywriting from A to Z" — "26 ways to improve response."
$97 per month.
Chapters
Disclosure. I've done a lot of work with the American Dairy association and different, different places in New York. Tell us about what you're writing here. And we see right out of the gate, without reading it carefully, I see a lot of one sentence paragraphs, easy to read, sometimes a four word paragraph. Tell us about the, the ad copy on your own website.
Well, I think it's kind of what we've been talking about, right? Like what interests, you know, what's interesting to me, right? Interesting to me is that Got Copy camp Got Milk campaign where instead of saying milk does the body good, they came up with the headline or the, the idea of Got milk? Right. You're eating a cookie and you're, you know, it's really dry and sticky and you want to have milk, right? Milk goes with certain things. In the absence of milk is, can be really bad. So they played, they played with that. So I also played with it in terms of, you know, got copy. And it was a way to just, it was just a way to get into a discussion about the importance of copy through that classic campaign of, you.
Know, and I see that you, you, you have it in the form of a letter, you have your name, you actually have a signature which from all I've read in copywriting books, the signature matters. People do ab testing of a blue signature ink versus black. How much thought did you put into that? Even things like the color of the ink when you're doing like a traditional direct mail paper direct mail campaign.
You know, the main thing with something like that is readability. And interestingly the main thing with the signature is legibility. Right. If you see like a scroll it, you trust the person a little less when it's a, when it's a scroll, right? When you can read it, you trust them a little more. It's just a really small thing. But really small things add up. Yeah.
So tell us about. And you've got pop ups on your website, which I do too. Tell us about these reports if people are interested. Can you. They can get these at no cost by going to speakingofwriting.com you also have DavidL deutsch.com but presumably easier for people to remember how to spell. Speakingofwriting.com yes, tell us about these two special reports.
So relieved when I got speakingofwriting.com and didn't have to continuously spell Deutsch. Which reminds me of the time I went to Germany and someone there asked for my last name for some customs thing or whatever and I said it's Deutsch D E, U. And they went, I know how to spell.
Little more common name there.
I was so happy. It was a country where everyone could spell my name. It was the most amazing.
But tell us about these two special.
I will, I will. These are. These are two reports. One of them is Copywriting from A to Z. It's 26 ways to improve response. And it's just a way of going through different copywriting techniques right from A to Z that will improve your writing, improve the response that you get from your writing. Again, it was a fun way to do it, and it was something that made it not boring for me. And, you know, the challenge of having to come up with something for every letter of the Alphabet, and hopefully it makes it interesting for, you know, for people. Hopefully, people are going, I wonder what he came up with for Z. That's going to be, you know, a hard one to come up with a copywriting principle for. Then the other one is idea. I mean, I love ideas. I love creativity. I love the impact that an idea can have, whether it's an idea for a product, whether it's an idea for how to market something, whether it's an idea for copy and for a headline. Especially today, when AI is just sort of homogenizing everything and making everything, making copy, making the ideas that people come up with be so similar. You know, a real human breakthrough idea is something that stands out. And this is, you know, some of the techniques that I've come up with for coming up with ideas in a more kind of a systematic way.
I want to go into more depth than that in just a moment. But while we're on your products page, you've got the A list, copywriting secrets, right? You have your inner circle. This is a mastermind group.
Yeah, it's a mastermind group. It's kind of a group coaching kind of a thing. You know, if people wanted to coach with me, wanted me to coach them 101, one on one. It's, you know, like thousands of dollars an hour, but for 97amonth, you can be part of this group and, you know, have the chance to have me work with you one on one and have your.
And you also have idea power. Is this an online video course or what is this?
