Don Hauptman

Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at or call (973) 263-0562.

I confess: I love copywriting formulas! Why? For two reasons. First, the best formulas are simple, easy to remember and rapidly mastered. Knowing them can enable you to create copy that's twice as effective—in half the time. Second, the reason they became formulas in the first place is that they work.

By Hallie Mummert In the early 1990s, magalogs had begun to look more and more like magazines. Printed in four-color on glossy stock, they no longer seemed representative of the newsletters they were created to sell. While copywriter Don Hauptman and his client Sheldon Jacobs, editor/publisher of The No-Load Fund Investor, liked the concept of the magalog, they were concerned that it wasn't reflective of the product that prospects would receive upon subscribing. So Hauptman and Jacobs decided to create a hybrid of a magalog and a specimen issue that would more closely resemble the actual product. Hauptman adapted articles

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