“These are the biggest con artists of the century.”

That sums up the viewpoints of citizens, commenting online on CBC News - after an article about Henry Paulson stating how he’s “not proud” of all the mistakes that led the U.S. into financial crisis.

As a direct-response copywriter you want to be on top of news that affects generally everybody. Personally, I read mainstream and alternative news sites every single morning.

“Why do you write so many darn words?”

We direct response copywriters tend to avoid small business owner who don’t “get” what we do.

It’s a lot of work explaining headlines, testimonials, USPs, AIDA, indirect-persuasion, long copy, blind bullets, guarantees…

After all, most people have only been exposed to image ads on TV and in magazines…

Even when the economic situation wins a gold star, there are always freelance copywriters saying “there’s no real income in this business - business owners ain’t interested.”

No wonder…

So many sales letters tell their readers exactly what to think instead of gently suggesting and prodding. Allow me to use a geeky story to illustrate…

Before I jump into today’s controversial Reality Copywriting e-column, here’s a pic from our Canadian Thanksgiving…

When the first pilgrims made that long trip across the ocean, they would become ecstatic when they saw twigs floating in the water.

Why?

Over the last two days, I burned through 87 pages & 237 minutes of recording from Shaune Clarke’s Client Marketing System. (Not because of copywriting content addiction relapse, but because I need to submit the “homework” next Wednesday!)

I can’t give away too much, obviously… but I think Shaune won’t mind if I share one little insight…

Last Friday a re-activation letter arrived from the chiropractor.

Two-paragraphs of “copy” comprised the following persuasive points…

Riffing off of John’s e-column last Monday, I must say I thoroughly enjoy watching DVD extra features as well. My favourites tend to be the deleted scenes with director commentary. Or extended director cuts.

A knock at the door in the middle of dinner.

I open it.

A man and women smile at me, holding a magazine with an illustration of burning flames on the front cover.