Tags |
|
|
Links |
|
|
Suggest You - In Direct Mail Marketing Copywriting, Specifics Outsell Generalities
Job interviews are your opportunity to communicate to the prospective employer why they should hire you. During a face to face job interview, you want your spoken words to match your unspoken words. And gestures and facial expressions can say a lot. Your overall presentation, which includes your body mannerisms, can be just as important
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 ren
If you’ve been in business very long, you’ve likely heard it all! You know, the irate customer who is going to sue you over the nineteen dollar product that they claim is bogus; the one that’s going to “shut your business down” because they conjure up in their minds that you might have breeched your privacy policy, or the one that takes co
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 Dream is, and always will be, to come up with an idea, start a business and become rich from your own efforts. Based upon this motivation, thousands of businesses fail each year, due primarily to not being familiar with the basics involved in running a business.This report will enlighten you, and give you a number of suggestions
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 ren
I recently received a most interesting phone call. When I answered the phone, I immediately recognized the name of the company as one of the most visible distributors in the construction supply industry, headquartered in a city about two hours from my office. The owner described how this seemingly invincible 75-year-old firm had very littl
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 ren
Women from my generation have been under a ceiling of money myths and those myths need to be broken in order for us to be free to become as wealthy as we have ability. Let's think to ourselves: "What is my wealth image and how has this money myth affected my inner image about wealth?"My very favorite movie when I was a
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 ren
Good financial decisions are the life-blood of a vibrant business. The 9 ways listed below will help you to improve the way you make financial decisions, guaranteed. Let's list them out shall we?1.Forces more optionsIt is pointless doing this analysis if you do not investigate ALL the available options. More options will mean
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 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 ac
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.suggestyou.com/article/30854/suggestyou-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.suggestyou.com/article/30854/suggestyou-In-Direct-Mail-Marketing-Copywriting-Specifics-Outsell-Generalities.html]In Direct Mail Marketing Copywriting, Specifics Outsell Generalities[/url]
Related Articles:
Little Known Interview Tips That Put You Over The Top - Part 1
Promotion Tools - What Will Work The Best?
Hands On Trade Show Exhibits Lure Attendees
Bookmark it:
|