Direct Mail Lessons from Michael Fishman (Veteran List Broker)

On Friday I was fortunate enough to be invited to spend a day with Ken McCarthy’s Eagle’s Club. (The Eagle’s Club is a small private group of entrepreneurs who meet four times per year and discuss business, marketing, strategy, and current Internet Marketing events.)

Michael Fishman gave a presentation which completely shocked me. I had never heard of Michael Fishman and had no idea what to expect.

Michael is a 20 year veteran direct mail list broker who has been part of the most successful direct mail campaigns in history including the launch ofDoctor’s Book of Home Remedies. He worked side-by-side with copy writing legends Eugene Schwartz and Gary Bencivenga.

In other words, Michael spent 20 years living and breathing legendary copywriting. Lucky for me he passed along some simple yet powerful copy tips. (If you get this right, failure becomes extremely difficult).

Michael’s advice for writing an effective headline is to include these 4 C’s:

1. Credibility: Try to work credibility into your headline. Here are some examples:

4 out of 5 Dentists Recommend...”
A Solution that is Clinically Proven to ....”

2. Community: Customers respond when they are part of a community or group of people who have similar problems, etc.

For example, one of the members of the group sells hearing aids. He uses a headline similar to this one:

We’ve helped 5,000 people hear again…”

3. Current Events: This “C” is really important. Headlines that are news related are highly effective.

For instance, if you are selling a program for diabetics, you could use a headline that says something like:

A Solution for the Diabetes Debacle in America…

There is a diabetes problem in America which has been reported quite often in health related news articles and other media.

4. Caring: This is where you show your desire to help your future customer. To build on the above hearing aid example, you could say:

We’ve already helped 5,000 people hear again and we’d love to help you too.”

In sum, your headline is your most important element of your sales copy. I encourage you to go back and review your existing headlines and check for the “Four Cs” of an effective headline.

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