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:



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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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

How does your business appear from the outside looking in?

Forming a corporate image is essential

Big businesses are concerned about what is commonly known as corporate image.  Startup businesses ? Not always, why not? It could only be attributed to ignorance. Most startup entrepreneurs do not know any better. The argument often told is , ” the teacher didn’t teach or a more hilarious, “it wasn’t in the syllabus. “A pretty lame excuse I am sure. In business we have a term for how a business appears from the outside looking in. Its called a corporate image. Image is everything, forget reality for a few minutes.

Corporate image tells the story of your business

Andrew Griffiths argues your corporate image , ” tells the story of your business.” The question to ask to startup entrepreneurs is what story are you telling prospects and customers. You are continuously telling a story there is no doubt. You are better off knowing what story you are telling or is perceived to be telling.

What are you all about?

Your corporate image may tell your prospects what you are all about. It helps prospects make up a position for you against your competition. So you cant afford to ignore corporate image. The worst small businesses act small. This may have unintended consequences. Being small doesn’t mean small service and small delivery. It maybe an advantageous place to be.

Listed below are some elements of any business that may influence your corporate image:


A logo is a must for corporate image. It must be an appropriate one for your business. Let it not confuse your prospects. Let it if possible help tell the story of your business where it is seen.

Tagline words

Words are important in marketing and advertising.  They help evoke emotions and feelings in prospects that warrant some response. They may also help in creating an association with the solution required from the business.

Consistency of delivery of service

In every customer contact point never take a customer or prospect for granted. Take every opportunity like your first and best short at impressing the prospect and customer. Every prospect and customer is King of your business.

Business name

Chose a name carefully to impress on your corporate image. Let your name be memorable where appropriate and let it help you with your corporate story.

Corporate colour

Colours are important in branding and corporate image. Even for a startup sticking to particular colours is essential.

The best way of branding or creating a good corporate image is to to be consistent. Consistency is admirable, it is quality. Imagine what makes people buy a certain Germany car.  It has consistently delivered what was promised.

The whole idea of branding is to conjure up positive perceptions and feelings about your business when your business is mentioned or logos and colours seen. Want to create a good corporate image? Deliver excellence at every contact point.


Written By Aubrey Mavhuli Chief Copywriter


Havent you made this marketing mistake before?

Johna came crushing into my office. Excited that he had found a product to sell. His business was soon going to take off. He literally said, ” I will never be broke again!” I chuckled and suspected trouble was coming but i didn’t show any emotion signaling what i really thought.

I asked Johna this question: “who are you targeting?”
“Everyone ” he retorted excited.

Common mistake

Here was Johna making the common mistakes new entrepreneurs make all the time. He  was not the first neither was he the last to make such a marketing mistake. In this post I will show you how this mindset makes marketing impossible.  There is no product that targets everyone. Everyone is not a target market. To catch more you have to narrow down your focus into a small niche.

Qualify your prospects

When marketing anything start off by qualifying your prospects. The first step in marketing is to pick out from the crowd your potential customers. This is called qualifying. Qualifying actually helps you harvest better responses.

Be relevant

Sure the secret of marketing is found in the numbers but not just any numbers but relevant numbers. Without relevance your response is by chance. You are better off with few quality prospects than a billion suspects.

David Garfinkel says this about qualifying in his book Breakthrough Advertising: “Qualifying people is very powerful. Qualifying is knowing who your customer is and who is not your customer. You should know that. Remember, if your market is everyone, then it’s no one.”

Your marketing copy has to qualify the prospects and leads of your market. If it doesn’t do so it wastes your time with ‘sometimes painful’ to have customers.

Locate your customers

The reason qualifying is important is because it locates your customers from the abundance of the earth. Qualifying tells the universe who the product is for versus who its not meant for. Qualified adverts fish out prospects and alienates suspects.

When should you qualify ? You can qualify first with your headline and last with your post script and even anywhere else in between.

Do you have a target market

Not qualifying your customers may be a sign you have no target market. Unfortunately being greedy in that way is a mindset for failed marketing campaigns. It is like shooting into the forest without aiming but hoping to catch whatever is there. Its different from a hunter who knows what game he is seeking. Such a hunter improves his chances by identifying and going after what he is looking for.


Do you have marketing copy you would like reviewed? Comment below before the 1st of February and stand a chance to get a free single marketing copy audit worth $500. What do you get here with this offer? With this offer I look at your advert, sales letter, website etc and write up a report critiquing your copy. This is meant to perfect your copy for the market. In this free offer i do not look at draft or uncompleted copy. I do not write copy for you as well.

By Aubrey Mavhuli Chief copywriter @Supervaluecopy

B2b and Direct Response copywriter

Is Your Advert Letting You Down?


Could your advert benefit from the 4 U formula_- This is master copy writers’ secret to writing copy that gets results.

Let’s get this straight. If your reason for writing adverts is for any other reason other than to sell and get money this post is not for you. I subscribe to E. Kennedy’s definition of advertising : “ Salesmanship in print.”

Let’s get right to the point:

The 4 U’s Formula helps convince prospects that you  might be worthy of their attention. It was first coined by Michael Masterson a master copy writer himself.

The 4 U’s stand for Urgent, Unique, Ultra Specific and Useful.

Urgency: is the driver of action.

If you want action today put urgency in your adverts. If all advertisers are honest they will testify that they desire action. Forget building the brand. How do you build a brand when you are not making money now. If you do not get response immediately or quick enough the brand might not survive enough to be built.

Money builds the brand.

Clever and witty statements don’t. Urgency taps into one of the psychologies of selling. People are afraid of missing out on something good. If there is no urgency in your advert people will put away action on the side and hope to act tomorrow. But once the action is postponed procrastination sets in and as we all know, this manner of advertising pays no bills.

Urgency is a time function.

Answer the question in the mind of the prospect. For how long will this sale be there? Is it forever? For how long is the extra benefit ? Forever? If its unqualified in terms of time your advert is dead in the water.


“Solar geysers sold here”. Is a lame excuse for an advert. It’s just an informative sign. This is like saying “me too.” Prospects want to know why they should buy now.

“Solar geysers sold with free installation before the 5th of September”. Well that’s something. If I get it after the 5th I pay for the installation.

Get our solar geyser now and stand a chance to win a fully paid for holiday trip to the Caribbean on or before the 5th of September.

Do not publish an advert without urgency. What do you think you are doing?


The advert that with-stands the test of the prospect’s quizzing mind should be unique. Uniqueness is the differentiator. Uniqueness is not just about something new but may be about a fresh new angle to say the same benefits. There are always two ways of saying the same thing. Chose the fresher one.


Going with our solar geyser example.

“Save 40% on electrical costs”. This may be a good headline but not all the time. It says the benefit doesn’t it? A different angle might be:

Why clever home owners save 40% on electrical costs every month? Who else wants to save electrical costs by  40%? Uniqueness breathes fresh air into an old tried and tested advert winning newer prospects and customers. A winning advert is one that wins money from the customers. It might not get any accolades or standing ovations from colleagues in the advertising industry.


Be specific about what you are offering. Sometimes advertisers just say, “Free gift inside.” This works to attract the curious prospects. But in some instances, being ultra-specific selects the right audience to your advert. Isn’t the right audience the one that buys after all?

Free E book on How to create results getting adverts will be considered Ultra Specific. Being specific may eliminate many others but it’s far better to attract the right crowd than to attract a lot of the wrong crowd. With the right crowd success rate goes through the roof.


The advert or part of the advert will appeal to the reader’s self-interest by offering a desirable benefit.

“Go solar and save 40% on energy costs”. This advert’s benefit is saving money.

Whatever is advertised is something the prospect will find useful.

Written by Aubrey Mavhuli

Chief Copywriter

 Who Else Wants To Build A Brand With Content?

Content marketing is the latest buzz in brand building. With content marketing you build your brand one newsletter or blog at a time. I am determined to build a business in your niche with content I hope its going to be yours.Get a free content marketing plan for your business now, offer valid before the 21st of January 2018.

I plan and execute the following content jobs for clients:




Case studies

White papers and special reports

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