Comic books used to be sold from a rack, full of competing titles from competing publishers, hanging in every drugstore and grocery and department store outfit. 

Anywhere you could find magazines and newspapers pretty much.

It's not much different these days when you go into a news agency, book store or supermarket, and look at all the available magazines.

The point is, whether or not a kid picked up your pulpy crappy offset-print rag paper creation hinged on having an alluring cover. 

Something loud, lurid, intriguing. 

But - not so gory and grotesque or sultry and sexy that the kid couldn't convince his (or her) mom to drop the dime for the current issue.

In the 1950s, editors at D.C. comics began to notice a strange trend. Every cover they published that showed a GORILLA sold more copies than any other title that given month. 

They tested it. 

It always worked. 

They didn't want to kill the golden goose and go all gorilla, all the time.

But they have a LOT of gorilla covers in this era. 

Even the competition started imitating once they caught on.

Did it make sense? 

Did the story inside the comic matter? 

No. 

Kids in the 1950s just loved seeing a gorilla on the cover.

Smart editors were able to see it. 

And they didn't get all artsy-fartsy or ego amigo. 

They did what worked. 

Again and again.

That is how copywriting should be.

Don't worry so much about creativity or originality or even necessarily "good" writing. 

Just find what is working - what has worked repeatedly - and put that in your toolbox.

Pay attention to your competitor's emails, sales pages, and ads, and watch what they do repeatedly.

If they keep repeating something, there is a good chance that it's working for them.

Copy it to test it, then tweak it to find out if you can make it work better.

Use it a lot, but not all the time or your visitors and subscribers will stop responding.

Regards,
Brent.

P.S.  You're here because you opened my email, thank you.

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