Tags |
|
|
Links |
|
|
Will You Add? - In Direct Mail Marketing Copywriting, Specifics Outsell Generalities
I keep reading articles on marketing that seem to be written by aliens.I don't mean to be arrogant here, but why is it that the advertising and marketing community permits this constant flow of misleading information to be passed around like some mind-bending drug at a fraternity party?I think the Harvard Professors who teach
Specific credentials: Not “award-winning,” but “Winner of the 1991 Popular Science Award for the ‘Best of What’s New’ in Leisure Products.” To be credible you must be specific.
More credentials: “Manufactured in California since 1990.”
Cost: Under 20 cents per use (the copy explai
America may be the Land of Opportunity, but this is also the land of the Big Trade-Off. Sure, you can have that nice house, but you’re going to have to become a mortgage slave to keep it. You can drive that fancy sports car, but you’ll have to fork over an insurance premium as hefty as the GNP of some Third World nations
In direct response advertising and direct mail selling, as in life, specifics sell. Generalities don’t.
Consider, for example, a direct response ad that I have in front of me. I tore it from the May 2006 issue of Harper’s Magazine last night.
This ad faces an almost impossible sales challenge:
- The product it promotes is the ROM, a Range of Motion exercise machine that retails for $14,615—impossibly expensive
- The machine promises to give you the benefits of a complete physical workout in just four minutes—almost impossible to believe
- The manufacturer is selling a high-ticket item on paper and not in person—almost impossible to do
But I think the folks at ROMFAB in North Hollywood, California, know what they are doing. They are likely to sell plenty of these machines using their direct response ad because they pack it with specifics and not generalities. Consider . . .
Specific price: Not $14,599, but $14,615.
Specific workout: Exactly four minutes a day.
Specific thesis: “Over 92% of people who own exercise equipment and 88% of people who own health club memberships do not exercise.” Hence the appeal of their exercise machine that requires only four minutes a day.
Specific proof: “Over 97% of people who rent the ROM for 30 days wind up buying it” (so it must deliver on its promise of a complete workout in four minutes).
Specific credentials: Not “award-winning,” but “Winner of the 1991 Popular Science Award for the ‘Best of What’s New’ in Leisure Products.” To be credible you must be specific.
More credentials: “Manufactured in California since 1990.”
Cost: Under 20 cents per use (the copy explain
There are twelve blocks to listening. You will find that some are old favorites that you use over and over. Others are held in reserve for certain types of people or situations. Everyone uses listening blocks, so you should not worry if a lot of blocks are familiar. This is an opportunity to become more aware of your blocks at the time you
This ad faces an almost impossible sales challenge:
- The product it promotes is the ROM, a Range of Motion exercise machine that retails for $14,615—impossibly expensive
- The machine promises to give you the benefits of a complete physical workout in just four minutes—almost impossible to believe
- The manufacturer is selling a high-ticket item on paper and not in person—almost impossible to do
But I think the folks at ROMFAB in North Hollywood, California, know what they are doing. They are likely to sell plenty of these machines using their direct response ad because they pack it with specifics and not generalities. Consider . . .
Specific price: Not $14,599, but $14,615.
Specific workout: Exactly four minutes a day.
Specific thesis: “Over 92% of people who own exercise equipment and 88% of people who own health club memberships do not exercise.” Hence the appeal of their exercise machine that requires only four minutes a day.
Specific proof: “Over 97% of people who rent the ROM for 30 days wind up buying it” (so it must deliver on its promise of a complete workout in four minutes).
Specific credentials: Not “award-winning,” but “Winner of the 1991 Popular Science Award for the ‘Best of What’s New’ in Leisure Products.” To be credible you must be specific.
More credentials: “Manufactured in California since 1990.”
Cost: Under 20 cents per use (the copy explai
Be a wise investor in your business!Do you have an advertising budget? How much of your money is set aside to pay for advertising? Depending on your financial situation, you may have very little money to use to promote your business online. There are several ways to sort through information to make a wise decision about where you
But I think the folks at ROMFAB in North Hollywood, California, know what they are doing. They are likely to sell plenty of these machines using their direct response ad because they pack it with specifics and not generalities. Consider . . .
Specific price: Not $14,599, but $14,615.
Specific workout: Exactly four minutes a day.
Specific thesis: “Over 92% of people who own exercise equipment and 88% of people who own health club memberships do not exercise.” Hence the appeal of their exercise machine that requires only four minutes a day.
Specific proof: “Over 97% of people who rent the ROM for 30 days wind up buying it” (so it must deliver on its promise of a complete workout in four minutes).
Specific credentials: Not “award-winning,” but “Winner of the 1991 Popular Science Award for the ‘Best of What’s New’ in Leisure Products.” To be credible you must be specific.
More credentials: “Manufactured in California since 1990.”
Cost: Under 20 cents per use (the copy explai
Are you ready to make that internal move? Retail provides many opportunities to move up, move quickly and move often. You may be interviewing for positions such as Key Holder, Assistant Manager and Store Manager or even as a Regional Manager. The concept is the same. How are you and your experiences able to provide the numbers, able to keep
Specific thesis: “Over 92% of people who own exercise equipment and 88% of people who own health club memberships do not exercise.” Hence the appeal of their exercise machine that requires only four minutes a day.
Specific proof: “Over 97% of people who rent the ROM for 30 days wind up buying it” (so it must deliver on its promise of a complete workout in four minutes).
Specific credentials: Not “award-winning,” but “Winner of the 1991 Popular Science Award for the ‘Best of What’s New’ in Leisure Products.” To be credible you must be specific.
More credentials: “Manufactured in California since 1990.”
Cost: Under 20 cents per use (the copy explai
Price is what you pay - value is what you get. Warren Buffett, Chairman of Berkshire SecuritiesDeliver value that your customers recognize, appreciate and reward. If you want your customers to value what you offer - you must demonstrate that you value them.Value implies trust so start by building trust. Always under-promise a
Specific credentials: Not “award-winning,” but “Winner of the 1991 Popular Science Award for the ‘Best of What’s New’ in Leisure Products.” To be credible you must be specific.
More credentials: “Manufactured in California since 1990.”
Cost: Under 20 cents per use (the copy explains how they calculated that number).
Specific offer: Free DVD or video that demonstrates the product.
Specific call to action: Not “Visit our website for more information,” but “Order a free DVD or video from www.FastExercise.com or call (818) 787-6460.”
These specifics help ROMFAB sell an impossibly expensive exercise machine using direct response copy in a simple display ad. Notice that the offer is not to buy the machine, but to order the free video, then rent the machine. That’s the easier sell. When your product is costly and your sales proposition hard to believe, overcome objections with specifics, use an offer that moves the buyer off the inertia seat, and use a call to action that requires little commitment.
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.atriclecheck.com/article/30854/atriclecheck-In-Direct-Mail-Marketing-Copywriting-Specifics-Outsell-Generalities.html">In Direct Mail Marketing Copywriting, Specifics Outsell Generalities</a>
BB link (for phorums):
[url=http://www.atriclecheck.com/article/30854/atriclecheck-In-Direct-Mail-Marketing-Copywriting-Specifics-Outsell-Generalities.html]In Direct Mail Marketing Copywriting, Specifics Outsell Generalities[/url]
Related Articles:
Incorporating Tips - Capitalization
Cream Does Not Rise: Above It All
Bookmark it:
|