Learn how to write charming copy that gets positive replies and enthusiastic buys.

The Charm Offensive copywriting style began its life as a way to get responses from cold emails and other cold pitches.

This context is very different from writing pitches to an existing opted-in email list or by posting a pitch on social media.

In the last year or so, I’ve blended my disarming humorous style with rhetorical devices and the persuasive concepts of direct response copywriting to great effect.

I’ve developed a style which stands out, entertains, and most importantly, converts.

I’ve never released a training that specifically talks about this potent blend of charm and persuasion.

Until, as you may have guessed, now…

Does humour & persuasion work?

There are studies on the use of humour in the world of advertising and persuasion.

I have included a few succinct cherry-picked tidbits from these studies below:

“Humour attracts attention.” ~ Weinberger and Gulas, University of Massachusetts.

“Humour does not harm comprehension.” ~ Weinberger and Gulas, University of Massachusetts.

“Humour is a tool that can enhance a well-crafted persuasive message.” ~ Lyttle (2001)

“People who are in a good mood are less likely to disagree with a persuasive message.” ~ Freedman, Sears, and Carl Smith (1978)

”The use of self-effacing humour by a source would increase the effectiveness of a persuasive message.” ~ Lyttle (2001)

“Humour enhances liking. In fact, the link between humour and liking is stronger than for any of the other factors.” ~ Freedman, Sears, and Carl Smith (1978)

“One positive quality in a person causes us to assume that the individual has many positive qualities.” ~ Seiter and Gass (2004)

My Experience of Using Humour & Persuasion Together

Well, it’s changed my life.

No joke.

It started with my drunk cold email, which got responses like the ones below, and led to meetings with some of the world’s largest brands.

These were companies I didn’t deserve to be in the same room as. It allowed me to punch way above my weight.

In March 2017, I started my Facebook Group, Charm Offensive. Soon after, I started my email list. I began the task of promoting my irreverant approach to business communications.

The message resonated and people started listening to me. And most importantly, they started giving my weird ways a shot.

If I was to make money off my new fledging endeavour, I had to start selling products.

I’d never sold an information product before.

I’d never even studied direct response copywriting before…

And I’d never read a single book on the topic.

… So when I tell you, “Take imperfect action everyday”, you know I am speaking from experience…

The Charm Offensive style is great for getting responses, but does it work for making sales through opt-in email marketing and social media pitches?

Good question…

What do you think? You see where you are on the scrollbar. If the answer was “no”, this page would be far shorter.

I’ll get back to the question.

YES. It does.

BUT… (I know…)

It’s different.

The Charm Offensive approach to cold email is all about getting attention and making the best first impression possible.

A lot of why it works is BECAUSE the approach is cold, not in-spite of it.

As I started selling information products, I knew I had to learn Direct Response Copywriting.

I had to learn how to write sales letters and emails that aimed to get people not to reply, but to buy. That is a different ask. The context is different.

This approach doesn’t fit when emailing an opt-in list or writing a post for your Facebook Group.

I’ve done an enormous amount of flash sales, bundle offers, and product launches over the last year.

That includes the CLANGERS. The absolute flops where for a short moment, I yell at the screen, unable to contain my annoyed confusion as to why you’ve not taken me up on such a marvellous offer.

Of course, I quickly realise, “Ah. You made the offer nobody wanted, Jon.”

These moments are important.

It’s helped me figure out what works and what doesn’t.

I’ve been able to create my own style of copywriting that blends Direct Response principles, rhetorical devices, and humour writing.

This approach helps me:

• Write pitches without hesitation. I enjoy writing them. I get to be myself. As such, they actually get sent. Which I’ll admit, helps…
• Stand out from the boring masses of generic copy
• Make me more likeable, even when being a flagrant-pitchy-inbox-pest
• Maintain people’s attention so they read my emails & posts
• Get far greater engagement and reach on my social media posts, including flagrant pitch posts.
• My content gets remembered
• Subscribers / Group members comment that they even enjoy reading my pitches!
• I get a huge amount of word of mouth referrals because people like to refer content that entertains as well as educates
• Oh…. and then, there’s the one you probably care about the most… I can press the ‘Send’ button and make my phone do this…

What is “Charm Offensive Conversion Copy”? Is this some kind of pesky marketing bollocks?

Well, it is marketing. Is it ‘bollocks’?

No. I’ve thought about this and I genuinely need to make a distinction. There is a difference between writing to prospects cold and to writing to an email list or to a Facebook Group.

Over the last 18 months, I’ve sent a lot of pitch emails to my list. I’ve posted a lot of pitches in my group.

The response was not always as overwhelming as I had secretly hoped.

But I stuck with it.

And now I’ve got a style of writing copy that people enjoy reading, share with their friends, and yes, charms people to reach into their pocket, pull out their wallet/purse/money-clip, and hand me their hard earned money without a second thought.

I’m aware of the objection that is perhaps inhibiting your mind as of right now.

“Impressive, Jon. Verrrrrrrrrrry impressive, you handsome devil. But I bet it won’t work for my boring business.”

Thank you, I appreciate the surprising kind words, imagined voice of the reader / innovative entrepreneur / enthusiastic customer.

I’m afraid if you have this objection, I have some good news and bad news.

The bad news: You are wrong.

We’ve seen this in the last year. Charm Style cold pitches work across sectors, seniorities, and most surprisingly to me, it even translates into other languages successfully.

The good news: You can learn how to write emails and posts that charm, disarm, entertain, and convert.

And this skill will benefit you not just your emails and posts.

You’ll be able to write more entertaining, charming, and persuasively in any medium.

With sufficient effort, you’ll even find these skills transfer to speech too. It will help you become more likeable and persuasive in every area of your life.

I’ve worked hard over the last 18 months, testing, tinkering, and optimising this weird blend of humour and persuasion with much enthusiasm and obsession.

I’ve got something that works, reliably.

And something that’s unlike any other copywriting course on the market.

I’ve always said that I like to help people get to the place in which I’ve found myself.

I feel now is the time to spread the word about Charming Conversion Copy.

Sale Page: https://www.charm-offensive.co.uk/converts-like-a-charm/
Archive: https://archive.ph/wip/KuwsK

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