Let’s open with a story.
Way back in the mists of time I had a boss and copywriting mentor called Dave.
I was a total newbie when it came to writing hard-selling, direct response copy for our clients. I was a decent enough copywriter, but had yet to develop the edge that would make me a worthwhile direct response copywriter.
Enter Dave.
He’d look over my shoulder as I was writing, and whenever he came across a line of copy he thought wasn’t as strong as it should be, he’d give me a slap around the back of the head.
Yes, this was back in the days when you could get away with that sort of thing.