Write to Motivate ...
Strategic Rewrite ... Transforming Advertising Copy
by Randall Blake Mitchell, Direct Response Copy Specialist
This is a sampling of a strategic rewrite done by Mr Mitchell. You see the "before" advertising text.
Very standard.
Very boring. Any number of companies in the industry could (and do) say what the original ad mentions.
After
an interview with the Business Development Manager for the company, and pulling key information from him,
the strategic rewrite was crafted. Below is a scan of the "before" and "after" text. You can click
the image below to view a full-size image.


