An ego doesn’t buy you lunch-Making money is better than nursing an ego.

When I started writing, my first effort at thirteen years of age was a short novel that never saw the light of day.  I gave it to my English teacher who was so excited and had said he wanted to see it published. He went through the book with a knife as it were slashing every wrong phrase and word I had written that was in the wrong place. It was heart breaking but at thirteen years of age I stomached the editing by my teacher with a school child’s obedience.

It was then I soon learnt that my ego wasn’t that important. My desire to see a book published in my name swallowed whatever little pride I had. What has this to do with copy writing or marketing? As a copy writer I have learnt and taught the same kind of humility for a different reason of-course. Profit is more important than ego.

How so? Every copywriter goes through this. When you start writing copy for clients you will be extremely luck if there is no revision requests on the copy you write. Sometimes it’s painful. Why, because quite often as a copywriter and marketing consultant you often know what could bring in the money and what doesn’t.  The customer is always right takes a new meaning here. As a copywiter I often know what my client’s customer wants. My bosses those that hire me to write their blog, sales letter, or catalogue might have an ego to satisfy that has nothing to do with profit. They then chop and change copy sometimes with unprofitable consequences. Quite often I have politely pointed out in many words of-course “that money is better than an ego”. I have even coined the phrase with my clients. “An ego doesn’t buy you lunch.”

One of the most important checklists I have come up with especially in writing marketing copy is ” What phrase or sentence is in this sales letter or advert that doesn’t advance the sale?” When it comes to chopping and changing any copy, I have learnt not to let my ego or that of the client say the last word. Knowing fully well that an ego buys no lunch and pays no bills. I have always asked the client and even allowed myself to remove any sentence or phrases that contribute nothing in advancing the sale.

In writing persuasive sales letters I have relied on a checklist below.  You may find it useful for your copy writing efforts:

 Sales letter checklist

No editing at first. Good writing is rewriting

Whenever I sit down to write copy I lose my editor’s pen first. I write on a first thought , first written basis. My first draft is rarely the best but it’s a great foundation to build on. Some copy needs to be left alone for days then revisited and edited to a perfect draft.

Kill the ego and take out whatever is not advancing the sell

Some writers write for show. Some marketers do the same as well. It’s a terrible mistake to write for show. The only show that I write for is results. I am quick to remind my clients, as a marketing copy writer I write for money and I want my copy to make money for my clients. My marketing and sales copy has got only one goal, to make money for my clients. “Let’s agree”, I usually quip to them to take out anything that does not advance the sell. They usually thank me later.

Big idea

Before I write any copy I first try to figure out what the big idea of the article or sales letter is. Having a big idea helps with the direction of the copy.


I write my headlines five to ten times before I settle on the one I think will not show off but attract my chosen target market. Headlines make everything else happen. Without attractive headlines no copy will be read. No reading no buying.

Lead opening

This pulls in the reader into the copy and has to be carefully crafted for effective results. If your copy is not attracting prospects with the headline and the lead it would not sell.

Bullets points

Bullet point headings have to be thought out, as some readers scan through the copy to see if the article has any bullets and subheadings that will be of interest.

Offer an irresistible offer

The offer is very important. It has to be carefully thought out and carefully crafted. The offer is the deal. If your sales letter has no offer, you have no selling point and won’t get  business. The offer has to be irresistible it has got to sell itself.


A guarantee allays the fears of every business transaction. Your prospects are afraid. They have many fears, you need to put those fears to rest by giving them a guarantee. A guarantee usually has to eliminate the potential for loss in the mind of the buyer. Online marketers and direct response marketers are usually famous for this tactic.

False Close

There are many types of closes but popular is the false close. This is a close that promises a convinced reader or prospect that there is more to what you think you are getting and reinforces to the prospect that he is not settling for less.


The P.S or post script on its own may sell the business or the product on offer. It has to be properly and persuasively crafted. Some prospects read the post script before choosing to read the whole sales letter. It has to persuasively summarize the irresistible offer.

For any comments feel free to comment below.

May I write a promotion or sales letter for your business? I am available on a limited basis to write promotions for a few ambitious entrepreneurs  and marketers intending to take their organisations to the next level. Feel free to contact me:

Aubrey Mavhuli Chief Copywriter

Tel: +27 733250405 Email:



Are you struggling with sales? Take advantage of the three factors that will get you sales.

There are three factors that help you stand a chance of making a sale in your business. The three musketeers of sales are Know, Like and Trust factor. If you don’t know what they are, chances are you cant sell life to a dying man.

Most emerging businesses are started by people expert in their fields. They are often experts no doubt but they are often starving never the less. What good is an expert who can’t feed off his or her expertise. One principle I teach all the time to emerging businesses is, no matter how good you are at what you do be doubly good at marketing.

So lets get back to business. The know factor is simple. Every business that sells anything to anyone has to be known. If you are not known, you are half dead. There is no prizes for being the best kept secret in the world. It doesn’t help your business, it doesn’t help your prospects that you serve. Whatever you do don’t remain undercover. In fact in business a blown cover is better than undercover. I hope you catch my drift, you can’t be a business undercover, for what? If they don’t know you they may not find you. If they cant find you they will not do business with you. So my advice is simple, if you got to survive be known everywhere for what you do.

The like factor is not so obvious. Be likable. Its not an option. People buy from people they like. Remember my marriage analogy. Sales is like marriage. People except on Tv don’t marry people they don’t like. Its not just about your product or service. Sell yourself as well. Half the time it’s all about you. Half about your organisation and your product. There are many things you can do to charm and be likable to your prospects. For starters you could start by being professional and courteous. Say what you mean and mean what you say. Honour your word. Most people like honest sales man and despise liers.

The trust factor is a deal winner or deal breaker. Some few people may buy from you if they don’t like you, a few even if they don’t like you but no one will part with their money in an act of buying from people they don’t trust. Trust is everything. In some cases sales is a big decision, B2C buyers won’t buy from people they don’t trust. B2b buyers as well they have to make a purchase decision that makes them look good in front of their bosses’s eyes. No one wants to be ridiculed or under valued. We all love to be good in other’s eyes. In B2C the decision we make often needs approval and acknowledgement from our peers.

So in short these are the three sales musketeer, Know, Like and Trust.

Written by Aubrey Mavhuli Direct Response and B2b Copywriter @

May i write the first two editions of your e-newsletters for your business? Contact me before 31st of October 2018.

Frequency is the real salesman?

I met an emerging entrepreneur once, actually I have met many. I have met many who complain that email marketing doesn’t work. And I am like really! Quite often I ask how many emails have you sent to come to this conclusion? Guess what only a handful have engaged in meaningful email marketing. See you haven’t put in an effort, i often quip.

It doesn’t matter what you are selling and when you are selling. You would do well to employ the power of frequency. Frequency can be the real sales man. Frequency of touch and frequency of prospecting can work profitable amounts for any salesman.

Here is how it works: For every business the sales person would do well to identify as many potential customers as possible. Find out how you can contact them without appearing spooky. Build beneficial relationships with them.

Increase the frequency of contact and also increase the frequency of prospecting.

Look at it this way the more you do something often the more you become better at it. Frequency betters your prospecting and sales ability. The more you try the more you increase your luck. Luck favours frequency. Success favours persistence.

Don’t engage in spooky marketing. Your marketing is spooky when you reach out to your prospects solely for the purpose of selling to them. Not caring what on earth is their real problem. A spooky marketer has only one agenda, to get his way with a prospect and sell them anything.

Do not be fooled. Your rough riding marketing tactics are transparent. The prospect can see through them from a mile. Sales is real relationships. Real relationships have be to be nurtured by contact and frequency of time together. Find time to add value to your prospects.

The more often you contact the prospect not in a bad or imposing way the better your chances. When you make time for touch points with the prospects or with existing customers remember this depending on what you are selling and whether B2b or B2c sales often come after 6 to 7 seven touch points.

So whatever business you are in whatever you are selling to whoever you are selling invest in the frequency of your touch points and frequency in effort.

So as you use email marketing be careful of this, create a relationship with your prospects and customers. Relationships pay off in the end. Don’t use the shot gun approach. Strategy beats tactics in the long hall.

To increase touch points you could employee all forms of content marketing.  An e newsletter or email blast could also help. An occasional phone call that shows you care and adds value will be greatly appreciated. Whatever you do to with your frequency always be adding value at every touch point.

Sales success lies not in a single attempt at selling but lies in the multiplicity of consistent and persistent attempts. If you don’t follow up with prospects and clients you can not repeat your sales  or marketing success.

May I write a blog, e-newsletter or an email blast to help you keep contact and adding value for your clients and prospects ? Are you struggling with content planning. Get a content plan for free for your business if you contact me before the 30th of October 2018.

Chief Copy Writer Specializing in Direct Response and B2b Marketing.

Aubrey Mavhuli Cell +27733250405 ;




How to ensure that your marketing works.

Here is some great life advice I got

“ If you are not failing often you are not trying often. Shame on you for not trying as often as you could.”

There are two ways of looking at any situation. Not three not four. Not a hundred. Just two. You can be a positive onlooker or a negative one. What is it going to be? What are you going to be? There is no indifference, there is no neutral. You ought to choose. Make a choice.

Does fear of failure paralyse you? Is this the reason why you are not often selling, and you are not often marketing? If you are afraid and do nothing you will fail without a doubt. If you try and do something and it bombs you haven’t failed. You are not a failure you are an “attempter.”  One who attempts and fails is a student but one who never tries is a true failure.

This brings me to my marketing tip for today. How do you know if your advert or email is going to be profitable quickly? Well one of my clients asked me before they hired me to do copy writing for all their lead generation and lead marketing emails. Well I don’t and there is no other copy writer better than me who knows, was my simple answer.

My client was baffled, and I could see the question marks written all over his face.  Here is the truth of the matter. I take every effort to study and research before writing every copy for my clients. This is the reason I don’t write any copy in a day, not in a week even. I have to thoroughly apply my mind and do enough justice to the copy project research before I write for any client. After doing all the pain staking research of the client’s product, market and customers as well as copy genre I still don’t know if my copy will bomb or not. However, I also employ this strategy it’s called the ABC strategy of test marketing.

If a client asks me to write a lead generation email. I write 3 different emails which I then use to test and adapt till the email becomes a winner for my clients. If I am writing an advert for a client I do the same. I write up two or three adverts then test to see which one works best and then stick to it till it bombs out again. The true test of any marketing tactic or strategy is in the results. Test marketing helps you see which email or advert really points your business to its true north.

So in crystal clear language here is my advice for the day, based on the question “How do you ensure your marketing works? “Don’t bank on one tactic, don’t bank on one strategy test each and every idea you have for marketing and selling and measure the results. Success is measurable. Success is results. Test the medium, test the message, test even the market when you are starting out. Success in marketing and copy writing is as a result of testing. Test and test without any fear of failing till you get it right.

Written by Aubrey Mavhuli Freelance and Direct Response Copywriter and Marketing Consultant

Do you have any copy writing project you would like written for you? Contact me for any of the following projects: Adverts, Webpages, White papers, Special reports, Case Studies, Email marketing, Blog pages and E newsletters.

Email: +27733250405

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How to create a BEST headline formula

“Everything rises and falls on leadership” John Maxwell says. No where is this truer than in marketing copy. Every form of marketing hangs on the copy that is written. The copy hangs on its leader which is the headline.  If your copy is the most persuasive but has a revolting headline your great copy will achieve nothing. It will fall flat on its belly and it risks a prematurely lost sale. That’s fatal for your business. A failed marketing campaign is like a fish, which rots from the head, that is  the campaign  headline.

If you have to write a persuasive email or letter to sell anything don’t ignore the headline. Don’t take it for granted. It’s a thread upon which the success of your campaign hangs onto.  With a headline you have one chance of making the first impression. Don’t blow it. Daniel Nick an author and expert healthy copy writer writes in his book the Healthy Copywriter  that for a headline to really work it should achieve four essential goals:

He calls his headline formula the BEST formula. The headline he argues should be Beneficial,  Extraordinary, Specific and Time sensitive.

Beneficial headline

One great motivator in life is the: “what is in it it for me headline?” I have seen many professionals miss this concept many a times. I have seen it missed even by management in a unionized environments. Managers would make decisions that looked great on paper for the organisation and tried to push their agenda without considering what the benefit would be for the employees. Quite often the proposals were always rejected. This was because managers didn’t understand this concept of what is in it for me.  This is a very strong persuasive concept. Before you compose any persuasive memo or letter don’t be selfish. Consider the other party’s needs and benefits. After don’t all benefits sell?

Great benefit headline

The copywriter has to seriously consider all the benefits of the proposal but more importantly the greatest benefit that the prospect desires and values the most. It’s no easy feat but like a detective the copy writer has to investigate the benefits till they get the most valued and include that in the headline.

The purpose of the headline is to advertise the great benefit in the marketing piece. Whatever it is, this maybe an advert, a sales letter or simply a web page.

Extraordinary headline

The promise in the headline should be something new on the market or or previously unheard or unseen by the market.

Specific headline

Your claim in the headline must be very specific.  Be specific in mentioning what your product or organisation does, for whom and how long it will take to start seeing the benefits.

Time sensitive headline 

Whatever promise you give in the headline or the copy give your audience reason to do something now. Urgency is essential in headlines to drive action today and not later. If you leave room for your prospects to do something later it might as well not be done.

Whatever form of content your business or organisation uses to market and sell invest in writing good headlines, Daniel Nick’s Best headline formula might prove to the best. Excuse the pun.

Written By Aubrey Mavhuli

Chief Copywriter at

Whatever questions you have on headline writing or just copy writing feel free to drop me a line and ask.




Customer service and the secret of having customers to keep coming back for more.

Secret of customer service is to  keep the customers happy

The first rule of business is this : What ever you do in business, keep the customer happy. Simple things like a thank you and showing genuine respect can go miles for your business. In some businesses the mantra, ” customer is king” is the order of the day.

5 things you could do to keep your customers happy. Happy customers is a happy wallet.

Respect your prospects and your customers alike

Andrew Griffiths argues if you don’t respect your customers don’t expect them to come back. Respect is every thing.  Remember the customers are not forced to be served by you. Show them respect and show them appreciation. Gratitude like my pastor always says is application for more.

Keep in touch with your customers

A sale is not an end. It rarely is, it’s actually a start.  Customers don’t want to be  treated in a patronizing manner and  don’t tolerate being lied to.  Customers hate it when you get a sale and you are nowhere to be found. Its bad it feels like they have been used. Some kind of a hit and run incident. Don’t be known for that.

Under promise and over deliver

Whenever you make a promise be cautious. dont bee too excited and fall into your own trap. Control and curb your enthusiasm. Always under promise and over deliver you will always excite your customers.

Reward some of your best customers

“Employees don’t need to be thanked, I pay them after all,”as someone who has worked closely with senior management in an operations environment i have had this saying too often with regards to employees. There is no prize for telling that this is totally an incorrect approach with employees as well as with customers. As a result reward your best customers, its not enough that they benefit from your product they also need to really be loyal with you or business.

Change with customer expectations

Don’t be too rigid. A rigid business will miss a turn. If you do you crush and can get your fingers burnt. Know customer expectations and change with them. Let your marketing, copy writing and sales approach reveal you understand fully customer expectations.

A business that desires to see more and better days has to take care of its customers and give them a reason to come back for more. What are you doing to keep them coming for more?

Just remember no customers are poor suckers for punishment. So don’t make them mad by punishing them even by mistake. Otherwise they wont return.

Written By Aubrey Mavhuli Chief Copy writer at

8 steps to write copy that grabs and and holds your readers’s attention

What is the most expensive expense you can get from your prospects? If you can afford it and you get it you are on the way to making real money.

Attention is the most expensive expense for any copy writer. Every copy writer or marketer would like to get to grab and hold a prospect’s attention.  Be warned prospects’ attention is never cheap. The good news however is that you can grab and hold your reader’s attention. Any prospect who gives you adequate attention will soon find  that your offer is irresistible.

8 steps to write copy that grabs and holds attention of the prospect

  1. Get the prospects reading your copy to make an investment emotionally. If your prospect make an investment emotionally into your copy they are unlikely to abandon it quickly. If they invest they would like to see a return on investment. Picture a real investor on a stock exchange who buys a certain share and it falls immediately will they sell it off before it rises not likely. They hope for that turn around where they realize their return on the investment made.
  2. Write descriptions that trigger some activity in the in the prospect’s brain. Let your copy be challenging and include curiosity in the copy to lead from one stage to another.
  3. Write copy with transitions that keep prospects glued to your copy. The best place to learn this is in a mystery or thriller novel. Action in your copy must move from sentence to sentence.
  4. Create and write with empathy  in your copy. Empathy opens doors for you in an amazing way.
  5. Create tension with your writing and make your copy almost impossible to leave the page or copy being read. Imagine watching  a good game of soccer of your favourite team. The team is about to score a goal but its not quite happening as fast as you expect. What tension comes to your mind?
  6. Never bore the reader, keep him wanting to hear or know more. Boring is of-course boring. Never do boring with your copy writing.
  7. Write like you speak. Forget essays at school and forget other forms of writing. Conversational copy is key and effective for grabbing and keeping the reader hooked.
  8. Make your writing of copy effortless to read using the Kiss method. Keep it simple sweetie. Complication grabs and holds no one’s attention long enough. Simplicity communicates  in a much more effective way than anything else.


Written By Aubrey Mavhuli Chief Copywriter