17. When you see this color
screen, it’s for a
Quick hands-on.
Please participate.
What happens here
stays here.
18. Sorry, you won’t hear them
during this diatribe:
• Paradigm • At the end of the
• Proactive day
• Win-win • Core competency
• Game plan • Think outside the
• 24/7 box
• Fast track • Knowledge-based
• Customer-centric • On the same page
19. Specifics outpull
generalizations.
(Remember that if you’re
asked to write a sample
piece of copy.)
20. Take a look at the
two most famous
advertisements of
all time … both
are direct
response:
21. Written in
1926…
still much
imitated today:
•They grinned
when the waiter
spoke to me in
French
•They laughed
when I told them
how I beat stress
•They laughed
when I said I’d
lose weight
Hundreds of
others
22. Could you
match this
famous ad
that ran for
45 years?
Let’s look
at the
power of
one minor
word:
23. If These Mistakes
had been This Mistake
the power would have been
a fraction of what it was.
Why?
24. Why would
anyone
bother
reading
beyond the
nonspecific
headlines?
(What
might you
have
written?)
25. Why is this email less effective
than it might be?
28. Avoid these words in
force-communication
messages:
• quality • ―Remember,‖
• service • What’s more
• value • Your partner
in…
• needs (as
noun) • When it
comes to…
29. Please, please:
Never again write ―blah‖
phrases such as…
• Act now.
• See your Toyota dealer
today.
• Southwest Airlines
means business.
30. Impact increases with
apparent warmth.
Example: start with
Bye now.
Move up slightly to
See you soon.
31. Even what appears to be
an insignificant change
to a question increases
impact. Convert
See you soon.
to
See you soon?
32. Personalization adds an
emotional overtone:
See you soon.
becomes
I hope we’ll get
together again
soon.
33. Combining personalization
with a question forces a
reaction:
I hope we’ll get
together again soon.
doesn’t begin to compete in
potency against
Will we get together
again soon?
34. Inclusion reduces the
possibility of rejection.
Example – replacing
I’d like us to get
together again soon.
with
We’ll get together
again soon.
(Would this as a question be
stronger? or weaker?)
35. Can you relate
those simple
examples to an
analysis of your
salesmanship in
direct response
copy?
38. You know why we should
NEVER slide through
word-choices without
considering whether even
slightly different wording
might have greater
fractional impact:
RESPONSE.
40. What is a more emotional
word or phrase than:
• commence • purchase
• utilize • fortunate
• omit • requested
• receive • I write
• we would like to concerning
• large • we shall
• you incur no • error
risk • perhaps
• circular • however
• donate • humorous
41. What is the difference
between:
• autumn and fall • right now and at
• at last and once
finally • reply and respond
• sexy and sensual • insincere and not
• nude and naked sincere
• made and • eager and anxious
manufactured • audience and
• manufactured by viewers
and built by • died and passed
away
42. Note the difference in
thrust, impact, and (vital for
us) selling power:
―One in five Americans will
experience identity theft.‖
versus
―One in five people will be
hit with identity theft.‖
43. What is the difference
between
lifetime
guarantee
and
guaranteed for
twenty years
?
44. What is the difference
between
guaranteed for
twenty years
and
guaranteed for
20 years
?
45. Spelling out a word adds dignity,
formality, and importance. It also
may add distance between writer
and reader. So choose based on the
circumstance:
Mt. Olympus Mount Olympus
Ft. Lauderdale Fort Lauderdale
St. Jude Saint Jude
Dr. Smith Doctor Smith
Mr. Brown Mister Brown
No. 1 Number one
46. Match words to the
specific demographic
you’re wooing:
inexpensive
cheap
47. YOU are in command of the
reaction to your words:
Incorrect
Wrong
48. YOU are in command of the
reaction to your words:
―The senator declined to
comment.‖
―The senator declined to
answer.‖
49. YOU are in command of the
reaction to your words:
―The senator declined to
answer.‖
―The senator refused to
answer.‖
50. YOU are in command of the
reaction to your words:
―The thing is…‖
―Get this.‖
51. YOU are in command of the
reaction to your words:
―For the experienced
tourist.‖
―For the sophisticated
traveler.‖
52. YOU are in command of the
reaction to your words:
―We killed the
competition.‖
―We destroyed the
competition.‖
53. YOU are in command of the
reaction to your words:
―We killed the
competition.‖
―We murdered the
competition.‖
54. YOU are in command of the
reaction to your words:
―It doesn’t work.‖
―It just ain’t working.‖
55. YOU are in command of the
reaction to your words:
―She’s a vice-president of
the agency.‖
―She’s vice-president of
the agency.‖
56. YOU are in command of the
reaction to your words:
―Can you help us?‖
―Will you help us?‖
Do you recognize the huge
difference between ―Can
you‖ and ―Will you‖?
57. YOU are in command of the
reaction to your words:
―If you order now, you’ll
get…‖
―Order now and you’ll
get…‖
58. YOU are in command of the
reaction to your words:
―You pay much less.‖
―Others pay much more.‖
59. YOU are in command of the
reaction to your words:
Trousers
Pants
60. YOU are in command of the
reaction to your words:
Tighten your tummy.
Get rid of that gut.
61. YOU are in command of the
reaction to your words:
―We’ll even pay the
shipping costs.‖
―We’ll pay the shipping
costs.‖
62. YOU are in command of the
reaction to your words:
―We’ll pay the shipping
costs.‖
―Free shipping.‖
63. YOU are in command of the
reaction to your words:
―They’ll keep your feet
toasty warm.‖
―They’ll keep your toes
toasty warm.‖
64. YOU are in command of the
reaction to your words:
―He kissed her on the
lips.‖
―He kissed her on the
mouth.‖
65. YOU are in command of the
reaction to your words:
―Attention, seniors: We
are conducting a clinical
trial for…‖
―Attention, seniors: A
research organization is
conducting a clinical trial
for…‖
66. YOU are in command of the
reaction to your words:
―We lost the game.‖
―We blew the game.‖
82. Aimed at
not-for-
profit
groups.
What
would you
have, as a
clearer
message?
83. Punctuation makes a
huge difference:
• Money to invest
• or…
• Money to invest?
84. Quick hands-on:
Suggest a more
salesworthy replacement
for:
―You can complete
your Application Form
in less than one
minute.‖
85. Did you replace the word
―Application‖ to read…
―You can complete
your Acceptance Form
in less than one
minute‖?
Now, make it a tad more
convivial by replacing
one other word.
86. YOU are in command of the
reaction to your words:
―You can complete your
Acceptance Form
in less than one minute.‖
―You can complete your
Acceptance Form
in less than a minute.‖
87. BUT NEVER DRAW A
COSMIC CONCLUSION.
In many situations
you may prefer ―one‖ to ―a‖
because
―one‖ is definite
and
―a‖ is indefinite.
88. Superiority of the
definite over the
indefinite:
•―The gem in each earring
is a full carat.‖
• ―The gem in each
earring is one full carat.‖
89. The ―Emotion over Intellect‖
Rule:
When emotion and intellect
come into conflict, emotion
always wins.
The significance of this rule:
An emotion-based sales
argument will outsell an
intellect-based sales argument.
90. The three bases of
success in direct
response writing
1.Verisimilitude
2.Clarity
3.Benefit
91. Quick hands-on:
How would you add
verisimilitude to this email?
96. The Law of Tenses:
Present tense outsells
future tense because the
present is now, and your
prospect wants benefits
now.
97. Present tense is more
relevant than either
future tense or past
tense. Use past tense to
establish a historical
base. Use present tense
to establish position.
98. "If you think that..." is a
more potent opening
than "If you thought
that..." because present
tense implies an
immediate change of
current attitude; past
tense suggests that
whatever follows will be a
revision of history.
99. Tying future to present tells the
reader:
"This will be for all eternity."
Compare the meanings of these
two approaches:
This is the seventh notification
we've sent you. It's the last one.
or...
This is the seventh notification
we've sent you. It will be the last
one.
100. Emotion outsells
Intellect...
Benefits are more
emotional than
features...
So benefits outsell
features.
101. When
is superior to If
for suggesting
something will happen.
If
is superior to When
for suggesting
something will not
happen.
102. The Generic Determination
Rule:
The generic determines reaction
more than the numbers.
More Less
Half a quart One pint
Half a kilo 500 grams
One hour 60 minutes
One day 24 hours
One month 30 days
One mile 5,280 feet
Half a pound 8 ounces
103. Hands-on practice:
Rewrite this statement
for greater power:
We’ll ship your order the
next day, and it’s
guaranteed for 30 days.
104. The Chronology Rule:
When chronology is within the
experiential background of the
message recipient, number of
years is a more powerful selling
weapon than dates.
So in the year 2011:
"A history of success since 2001" is
weaker than...
"A solid 10-year history of success."
Why?
108. ―The Asterisk Exception‖:
A reader automatically
anticipates a negative
result from an asterisk in
either heading or text.
If you are announcing a
positive, DO NOT use an
asterisk.
109. The five types of
comparatives:
• We’re better than they are.
• Unlike so-called competitors
who…
• We’re the greatest.
• We were marvelous before,
and now we’re even better.
• Intended to sell for x-amount
… yours for y-amount.
110. Hands-on practice:
Write a comparative
claim other than “We’re
better than they are” for
the organization you
represent.
111. Information optimizing…
Parity Advertising:
The statement seems to imply
superiority but actually only
claims parity... "No bank pays
higher interest"; Nobody sells
for less"; "We'll meet any
discount price."
113. Information optimizing…
Opening a question with a
positive statement directs the
answer:
―This is what you want, isn’t
it?‖
is more likely to generate a
positive reaction than
―Is this what you want?‖
114. Information optimizing…
The
―Restoration/Preservation‖
Rule:
When promoting personal
improvement products,
restoration outpulls
preservation.
115. The three components of
successful force-
communication:
1. Basic psychology
2. Vocabulary suppression
3. Salesmanship equivalent
to that of a vacuum
cleaner salesman in a
department store
116. Two ads, same advertiser.
Which has both clarity and impact?
117. One of these pulled more than
twice the response of the
other. Which one? Why?
145. The Clarity
Commandment:
When you choose words and
phrases for
force-communication,
clarity is paramount.
Don’t let any other component
of the communications mix
interfere with it.
146. Word sequence
and spacing
affect clarity.
DON’T EVER
violate
The Clarity
Commandment.
An example…
147. The email on the left pulled 84%
better. Why? Greater clarity.
148. Attention
spans are
short, and
quick
negative
reactions are
common.
Would you
want four
people
looking down
at you?
149. Can you see how these – 4 pages
apart in the same catalog – violate
the Clarity Commandment?
150. What would you have done to add
clarity, without eliminating either
product?
151. What is
the
point…
and the
meaning
…
of the
brackets
in the
headline
?
155. You say,
―Let’s talk
simple.‖
Well, OK,
but what
are we
talking
about?
Clarify,
please.
156. Word sequence can have a
profound effect on clarity
•Half roasted chicken
•Roasted half chicken
•Roasted chicken half
•Roast chicken half
•Half a roast chicken
•(and hyphens may help
clarify:
Chicken-half, roasted)
157. Nobody
likes the
post
office…
but this is
a superior
ad.
What
makes it
superior?
158. Cleverness
without
clarity
violates
both the
Second
Great Law
and the
Clarity
Command.
159. (They sell
email
personalizing
… tracking …
and spam
filter control)
• Rewrite
for
clarity
and
response.
162. A tip:
For clarity,
When listing two parallel
items, and one has a qualifier,
list the one without the
qualifier first. Example:
helps you diet and quit
smoking ...
NOT
helps you quit smoking and
diet
163. An
expiration date
almost always
improves response.
Tip:―Midnight Saturday,
October 13‖
will outpull
―Saturday, October 13.‖
164. ―Learn‖ and ―Earn‖ are
two seemingly harmless
words that suggest a
ghastly four-letter word:
W-O-R-K.
Can you suggest
alternatives?
165. The five great motivators:
•Fear
•Exclusivity
•Greed
•Guilt
•Need for approval
170. Hands-on practice:
For a product with which
you’re associated, create
the headline for a space
ad using one of the Five
Great Motivators.
Then create a second
headline using another of
those Motivators.
171. The Consistency
Command:
Components of an
advertisement, a mailing, or
an email message should
reinforce and validate one
another, or
reader/viewer/listener
response to all components
will be reduced.
172. The Rule of
Negative Subtlety:
The effectiveness of a
direct response message
whose purpose is to sell
something
decreases in direct ratio
to an increase in
subtlety.
173. First Sub-rule of
Negative Subtlety:
A sales argument loses
impact in direct ratio
to an increase in
subtlety.
174. A nasty development
in the
―R-rated‖
non-culture of
communication:
“In your face”
advertising
185. The web has reborn a venerable
marketing approach: ―per-inquiry‖
186. Absolute rules for p.i.
marketing:
• Offer is for product, not service
• Response goes to medium or list
source
• Offer must be easy to understand
• Fulfillment is from medium or list
source
• All involved parties share names
• Remittance from recipient to
offerer is fast and accurate
189. Don’t assume your
mobile target has
the same mind-set
and attention-span
as
the same
individualsitting at
his/her computer.
190. Is mobile the medium of the
immediate future?
BIG benefits:
•Highly targeted.
•Can reach targets anywhere
they are.
•Results are measurable.
•Can be interactive.
192. Why use mobile? Because you
can…
-- Send timely offers right to the user’s
mobile device, provided the mobile user
is an opt-in subscriber.
-- Create segments by demographic and
purchase data.
-- Deploy graphic mobile coupons that
can be redeemed at a store.
-- Use QR codes to link to events and
promotions.
-- Integrate with databases that are used
by email, direct marketing, and other
methods.
193. Why question the use of mobile?
Because it doesn’t…
-- Reach a high percentage of potential
responders.
-- Get a message out no matter where or
when the prospect may be ready to receive.
-- Have the flexibility of other media.
-- Cover anywhere near the totality of your
selling message.
-- Yet compete on a cost-per-positive-
contact basis with email, direct marketing,
and other methods.
195. Consider and discuss:
Are social media
competitive
in the world of e-
commerce?
What are the ―yea‖
possibilities?
What are the ―nay‖
possibilities?
198. Last year’s (2011) total
income to the company,
per user:
Google -- $30.00
Yahoo -- $7.00
AOL -- $10.00
Facebook -- $4.39
199. If you plan to use
Facebook or MySpace or
Twitter as a marketing
tool…
please, please, please:
Test.
(Best test: as both vendor
and as potential
consumer.)
200. The email marketplace of
2011/2012 is far more
brutal than it was even a
few years ago. Why?
• Invasion of ―new media‖
• Abuse by so many emailers
• Wild competitive growth
• Wild competitive claims
201. Each bid costs a dollar. Misleading
offers such as this damage the
credibility of email as a medium.
202. A few subject lines that may work
but are of questionable ethics:
•After Friday, forget our deal.
•Someone is using your photo here.
•Your new LG washer/dryer is here.
• Re: Possibility?
•Do you really want to cancel?
•Sorry, I’m going to have to cancel
•Can’t win them all. I give up.
•Junk mail? Hell, no. [or, Heck, no.]
•Thought I was dead? You’re wrong.
•Two more days and the deal is off.
•It’s PayPal, not Western Union.
203. How would you make these
subject lines more powerful?
•Carlos walked away from 29K in debt
•AHS the right choice in home warranties
- Free Quote!
•Fidelity Life Association's Rapid
Decision Term Life
•Here are more reasons to SHOP WITH
US!
•Take home essential style with GQ and
Details
204. Simple psychology:
Offer
―click here‖
options
repeatedly.
(It parallels the
―trial close‖
of a conventional
sales pitch.)
205. Can you offer ―Click here‖
too often? Probably not.
206. Can you sell directly from an
email message? Absolutely.
207. Email has become
the home of
quarter-truths,
andnon-truths.
Worst offenders:
Those who use
the word
―FREE‖
as bait.
208. Which of these pulled
better?
•10% off.
–Free shipping.
–(NOTE: The word free
can trigger a spam filter.
So…)
209. Free shipping is an absolute.
In today’s brutal and cynical
marketplace, the most
abused, most suspicion-
causing and filter-causing
word … and the most
annoying lie in email … is…
FREE.
So…
210. How might you make the
―Free shipping‖ point
without waking a spam filter?
•Shipping is on us. Our pleasure.
•Never a shipping charge.
•We never charge for shipping.
•No shipping charge.
(Negatives often bypass the
filters. But will any of these pull
as well as ―Free‖?)
211. What is the difference
between
included
and
free
?
213. How would you have worded
some of these ―Benefits‖?
214. Careful with these
symbols.
Spam filters might gobble
up your message if you
use these in the subject
line:
$ … % … ® …™
€… & … +… !
215. Look up
―Spam Filter‖
on Google…
and you get about
16,000,000 entries.
On Bing, you get more
than
33,000,000 entries.
216. But (opinion)
spam filters
aren’t as big a deal
as they were
two years ago.
Suggestion:
Don’t run scared.
217. Spam filters are a mixed
blessing:
They help eliminate unwanted
messages and phony deals.
BUT…
They also can eliminate wanted
messages and legitimate deals.
SO…
If you’re fanatically anti-spam, ignore
the next few suggestions.
218. Spam filters are message-gobblers.
Want to defeat them? Don’t use
apparently harmless words such as…
• free/complimentary • Viagra
• loan • compare
• cash • approved/approval
• save/saving • buy/own
• increase/size • sale/discount
• mortgage/loan • prize
• win • fun
• limited time • discount
219. Want to defeat spam filters?
•Don’t use exclamation points in
the subject line.
•Project the concept: ―You asked
for this.‖
•Don’t make an early reference
to a guarantee or ―You have been
chosen‖ or ―Notice‖ or urgency.
220. Blah.
No
impact,
very little
clarity.
This
emailer
needs a
creative
director.
221. Now you do it:
Write a dynamic
subject line and first
line of text for that
email.
222. Are newsletters
effective use of
email?
(Many catalog emailers
use the
newsletter format as
―stay-in-touch‖
communication.)
223. A newsletter
is a porous
email
bandage,
considerably
less exciting than
a one-to-one offer.
Why?
Because…
225. Newsletter Newsletter
advantages: disadvantages:
• Mild customer • Weak selling
loyalty weapon
• Frequency has • Selling is
logic subordinated
• Many variations • Boredom factor
(jokes, surveys)
226. If you decide to use a
newsletter to build your
list or to be the ―carrier‖
for your sales message,
YOU MUST
be certain that the first
item is exciting for the
recipient.
227. Is the first item in your
newsletter
an advertising message?
Uh-oh.
228. Is the first item in your
―Joke of the Day‖
the joke itself
and not
an advertising message?
Uh-oh.
234. Did you know…
•Adding the recipient’s name to
the ―Subject‖ line usually
increases response.
•Whether html, illustration,
flash, or straight text pulls best
depends on individual and
specific circumstances.
•There is no point in sending
―teaser‖ email.
235. Which is better? This one?
____________________________________________________________________________________________________________________________________________
Subj:Boost Sales! Date: 2:43:47 AM Pacific Daylight Time
From: loandream@aol.com
To: hglewis1@aol.comSent from the Internet (Details)
Let's face it. It's the 4th quarter. The holidays are just around the
corner. Now is the time to gear up for the busiest and most
profitable time of the year! We all need to:
* boost sales
* increase profits
* expand our markets
* max our budgets (use it or lose it!)
* watch the bottom line
The BOTTOM LINE: dollar for dollar, pound for pound, there's
nothing more powerful and effective than targeted email
advertising (proof of this in an independent study - see link below!)
236. Or this, same day’s
email: ________________________________________________________________________________________________________________
_____________________________
Subj:Please call me Date: 2:44:52 AM Pacific Daylight Time
From: loandream@aol.com
To: hglewis1@aol.comSent from the Internet (Details)
Here's some new info for you. Please call me right away.
Regards,
Rich
Let's face it. It's the 4th quarter. The holidays are just around the
corner. Now is the time to gear up for the busiest and most profitable time of
the year! We all need to:
* boost sales
* increase profits
* expand our markets
* max our budgets (use it or lose it!)
* watch the bottom line
The BOTTOM LINE: dollar for dollar, pound for pound, there's nothing more
237. An oddity
worth testing:
Moving ―click here‖
UP
in the text
usually increases
response.
238. In actual tests…
text outpulled a produced
email
when the message was
URGENCY.
Produced message
outpulled text
when the message was
ARTISTRY.
239. Are banners a waste of
money?
Not if handled properly.
An effective banner
not only says:
―Click me, please…‖
but also:
―and this is why you
should.‖
240. An interesting test:
Which of these subject
lines pulled best?
John, here is the information
you have been waiting for.
or…
Here is the information you
have been waiting for, John.
241. No one could have
anticipated the
difference. One brought
13% more response.
Which one?
Here is the information
you have been waiting for,
John.
242. Which of these pulled
better (among recipients
whose spam filters didn’t
kill the message)?
• You Can Save Up To
70%!
• You can save up to
70%!
243. Use Initial Caps…
and expect
response to drop.
OF COURSE
YOU KNOW
WHY.
244. Initial caps are a
dead giveaway not
only that this is
advertising, but
advertising from a
distance.
Rapport? Forget it.
245. Which of these pulled
better (among recipients
whose spam filters didn’t
kill the message)?
• I’m going to save you
70%!
• I’m going to save you
70%.
246. Which of these pulled
better?
• Information you should
have about home
improvement schemes
• Beware of home
improvement schemes.
• Home improvement
offer? Look out.
247. Repeat:
An apparent
(and dangerous)
generalization –
In a selling situation,
IMPERATIVE
outpulls
DECLARATIVE.
250. Which of these
pulled better?
•Talk to me.
•Do me a favor.
251. D o n ’t g e t d ia r r h e a
Don’t get diarrhea of the
o f t h e f in g e r t ip s .
fingertips.
==================================================
Subject: Alter significantly the denudation of Panglossian Corporate
communications.
Dear Docent-Colleague,
A malefactoring challenge entrepreneurial enterprises face today is multiple-layer
communication with a diverse and diffuse geographically dispersed staff. Indefatigable
meretriciousness can generate negativism from the most mundane pronouncement.
Employing Microsoft’s Digital Media, this retiform Division invites you to gain
knowledge and understanding of the professional and nonprofessional benefits of
streaming media technologies during complimentary attendance at a webcast:
To register, see website for details.
This message is singularly intended for the corporate executive to whom it has been
addressed. Additional invitations may be available upon request. Include corporate
title, areas of authority, and e-mail address.
252. A highly-effective ploy
An original (first)
communication
suggesting a prior
inquiry.
Do you consider it
unethical?
253. A key question:
What are you doing…
or including…
to maximize
the capture of
online addresses?
(Easy hint: Give
them a reason.)
254. Forget using email as a
―branding‖ procedure:
Building respect
for the sender
isn’t parallel to
generating response
to an offer.
255. A powerful rule of
force-communication:
Specifics outpull
generalizations.
Email
is today’s
most significant example of
this rule.
259. Which of these would bring
greater response?
• You’ll be interested in the
hundreds of “Specials” on sale
this week at greatly reduced
prices.
or…
• The Bushnell 650 telescope you
thought would cost $375 is yours
right now (HURRY!) for $69. And
that’s just the beginning.
260. ALWAYS
send yourself
a sample message.
Otherwise,
you could have
stupid results
such as this:
261. Dear $Firstname$,
I was just reviewing our client list when suddenly a vision flashed into
my minds eye!
I nearly dropped my cup of tea it was so powerful and concentrated. We understand you're going
through some difficult times and want very badly to find or keep your true love.
We also know that you may be struggling financially and need MONEY desperately. Well, your time
may soon come! However, I must warn you that to get what we most want in life we sometimes
need to find courage and walk a hazardous path.
$Firstname$, at these times we need to walk through fire and take chances!
Are you up to the challenge?
$Firstname$, Are you ready to take the risks you need to transform your life?
We must read your Tarot cards to clarify this intense vision! That's why I'm giving you a FREE Tarot
reading! Call now!
Begin to take some chances for your dreams! $Firstname$, call toll-free 1-800-526-4317
immediately! In your future, $Firstname$, you may be confronted with a decision that could very
well lead to wealth, health and happiness. You may be rich! One caller claims to have won money
with her psychics' advice!You could you be next!
Love & hope,
Miss Cleo
265. Did you know…
• Tying your news to actual news
increases email response.
• Asking a relevant question is
unusually potent in email.
• Rules of letter-writing (short
paragraphs, spacing) apply.
• Matching demographics to
message can be super-valuable.
266. Did you know…
• If your offer is stated clearly before
scrolling down you will increase
response.
• An ALL CAPS message does not pull as
well as standard caps and lower case
(avoid initial caps, please).
• ―FREE!!! FREE!!! FREE!!!‖ is a
transparent pitch. One ―Free‖ has
verisimilitude. And please: One
punctuation mark is plenty.
• If you address your target by first
name, be very sociable.
271. No, I won’t. (Opinion, please:
How should this have been done?)
272. OK for
followers,
but when
the recipient
of an email
says, ―Huh?‖
the sender
has damaged
the
effectiveness
of an
otherwise
salesworthy
proposition.
273. Whenever possible,
test an
action/deadline
subject line against
a play on words.
274. Email is the only medium in
which the approach
―It’s important to me
so it’s important to you‖
is a valid marketing ploy…
but only if properly used.
Why?
Because email is the ultimate
one-to-one, arm-around-the-
shoulder medium. Rapport is
the key to response and to
fewer opt-outs.
275. So
in an email message,
―I‖
is infinitely superior
to
―We.‖
276. The reader doesn’t know who ―I‖ might
be … but is automatically less negative
277. Viral marketing
tends to work
when
the message
recipient
recognizes
a ―pass-along‖
benefit.
289. Did you know…
Sending a direct mail
(―snail mail‖) message to
opt-outs will pull
considerably better than
the same mailing to
demographically parallel
individuals?
(What is the significance
of that curious fact?)
290. Survey by ―McPherson Associates‖:
– Friday emails are the most
opened.
– Friday volume is relatively low.
– 14.3 percent of emails are sent
on Friday versus 24.5 percent on
Tuesday.
– Sunday has low open rates,
highest click-through rate. --
(Survey may or may not be valid
for you.)
291. If you follow up
email
with telemarketing,
call within
two days
after sending
the email.
(Best bet: Be ready to
re-send,
on the spot.)
292. Consider and discuss:
Are social media
competitive
in the world of e-
commerce?
What are the ―yea‖
possibilities?
What are the ―nay‖
possibilities?
299. Recent study of message
longevity:
Twitter: 2.8 hours
Facebook: 3.2 hours
YouTube: 7.4 hours
―In short, after three hours, links
shared on the two major social
networks — Twitter and Facebook —
are headed to obscurity. YouTube
links last a bit longer.‖.
301. Can you believe this?
Points seriously made in a
bylined article in a marketing
publication:
―To make Twitter work as part of
your marketing plan, consider
these five tips:
∙Identify your program goals before
you start.
∙Figure out an inbound strategy.
∙Identify the tools you’ll need.
∙Commit resources.
∙Plan to integrate.‖
302. If you plan to use
Facebook or MySpace or
Twitter as a marketing
tool…
please, please, please:
Test.
(Best test: as both vendor
and as potential
consumer.)
317. (Reported online,
for last year’s holiday season)
Consumers Ignore Social Media
for Finding Holiday Deals
SAN JOSE, Calif., Jan. 23, 2012 /PRNewswire/ -- Print and
email still beats Twitter and Facebook for consumers seeking
great holiday deals, according to the latest JustAsk! survey
from audience research and measurement company Crowd
Science. The study measured the “Shopitudes” of consumers
during the 2011 holiday season between the weeks of
Thanksgiving and Christmas.
When searching for the best holiday deals, 25% of
those surveyed chose "visiting companies' websites" as their
favorite method, followed by print/hardcopy at 15%. Email
newsletters & notifications (13%) and talking with friends and
family (9%) each beat out social media channels like
Facebook (3%) and Twitter (1%). One-quarter had no
preferred method for finding deals.
318. ―Social‖ are new media.
The rules are still
forming. Always analyze
your results, and you’ll
generate a constant flow
of rules you can use…
profitably.
319. Part Four:
Basic rules
for marketing
on the
World Wide
Web
320. Two factors override all
others:
1.The Clarity
Commandment.
2. Stop the surfer-visitor
in his/her tracks.
321.
322. The First Rule
of Internet Copy
Copy length usually is not a factor.
Substantial copy length, within a
single copy block, is a negative factor.
(This suggests –
―Want that? Do this.‖ NOT…
―Do you want that? Then do this.‖)
323. The Second Rule
of Internet Copy
With every headline, every
sentence, ask yourself:
If I were reading this instead of
writing it, would my interest-level
stay high?
325. The Fourth Rule
of Internet Copy
Subject to the First Rule, copy
length can expand in ratio to the
amount of promise it makes.
326. The Fifth Rule
of Internet Copy
•Announcements cannot compete with
salesmanship.
•Technical expertise cannot compete
with salesmanship.
•Gadgetry cannot compete with
salesmanship.
327. Strong ways to
assure yourself of
RE-visits:
• Frequent changes of your
offer
• Bonuses for repeat visits
and/or repeat orders
• Sprightly text
• Contests
334. Why should a marketer
offer
FREE SHIPPING
for orders resulting from
email solicitation…
but not for the same item
ordered from the printed
catalog?
335. You know the answer:
ALL
commercial
email is competitive
with all other
commercial email.
336. In 2012,
many
printed
catalogs
either add
free
shipping or
face a
drastic
reduction
of volume.
337. In 2012,
many
printed
catalogs
either add
free
shipping or
face a
drastic
reduction
of volume.
338. Is this
email or
a Web
page?
(The
question
is the
point: It
could be
either.)
342. GOOD IDEAS:
• Change your offer often. Daily
isn’t too often. (Why?)
• Don’t use the company logo as
the key to the home page. (Why?)
• Immediately offer a terrific deal.
(Why immediately?)
• No direct exit from a ―deep‖
screen. (Why?)
343. POOR IDEAS:
• Emphasizing the company logo on
the home page.(Why?)
• As an opener: ―A message from our
Chairman.‖(Why?)
• Philosophy rather than a hard
offer.(Why?)
• ―Employee of the Month.‖ (Why –
but how about ―Customer of the
Month‖?)
344. The need for external
media promotion
for your site increases in
ratio to four factors:
1. Direct competition
2. The total number of Web sites
3. The volume of site advertising in
media
4. Your valid claims of uniqueness
345. Part Five:
Let’s use some of
the rules of force-
communication
to write
sales letters.
346. The purpose of the
carrier envelope
(other than keeping its
contents from spilling
out onto the street):
TO GET ITSELF OPENED.
378. Hands-on practice:
Consider this typical circumstance:
You're a premium cable channel. You
plan to show 50 movies between now
and Thanksgiving Day. You're sending a
promotional mailing to cable
subscribers, pointing out —
1. Next Saturday your channel is free (so
cable subscribers get a "sampler").
2. If they sign up now, cable subscribers
pay no connection fee.
What legend, if any, do you put on the
envelope?
383. Single space
the letter.
Double space
between paragraphs.
384. In a letter longer than
one page,
don’t
end a paragraph at the
bottom of any page
except the last.
(Why?)
385. Don’t
sneak up
on the reader.
Fire
your biggest gun
first.
(Imperative for email.)
386. Tired of ―Dear Friend‖?
Try one of these:
• Good morning!
• Hi.
• Dear Colleague,
• Dear Tennis Nut,
• Dear Fellow Tennis Nut,
• This will be a good day, [NAME]!
• If you’re like I am, [NAME]…
(When should you use
only the first name?)
387. Tired of ―Dear Friend‖?
Try one of these:
• Private memo to [NAME]
• I’m writing in haste, [NAME],
because…
• [NAME], did you ever imagine…
• News bulletin for [NAME]:
• [NAME], a small favor, please?
(When should you use
only the first name?)
389. What is wrong with this
first sentence?
Over one trillion dollars is spent
by manufacturing companies
each year on materials,
equipment, and services.
394. A
handwritten
overline
tends to outpull a
typeset
overline.
395. The first responsibility of
the overline:
To grab and shake the
reader's attention.
The second responsibility
of the overline:
To make the reader eager
to continue reading.
396. You can see how this overline
supplies both responsibilities:
397. Readership tests tell us:
The overline, when
present, is the
MOST READ
part of the letter.
(What is the next
MOST READ
part of the letter?
the postscript.)
398. The p.s. should reinforce
one of the key selling
motivators
or mention an extra
benefit ---
one which doesn't require
explanation.
399. If you enclose two letters
in your mailing,
don't put a p.s. on both of
them.
400. Which p.s. pulled better?
P.S. I think you’ll agree that this is an
exceptional opportunity, and I urge
you to respond quickly if you intend
to take advantage of it. I know you
don’t want to miss out.
or…
P.S. This exceptional opportunity
expires at midnight Sunday,
October 2. So call my toll-free number
– 1-888-765-2437.
I know you don’t want to miss out.
401. An absolute truism of
force-communication:
Specifics
outpull
generalizations.
403. If you include
marginal notes…
• Handwrite the marginal notes.
• Match calligraphy of the
handwritten signature (and
overline).
• Blue, if possible.
• No more than five words.
• One per page is plenty. Maximum
two.
405. The
Emotion over Intellect
Rule
(Remember it,
from yesterday?)
can help you write
effective sales letters.
406. Repeating the
―Emotion over Intellect‖
Rule:
When emotion and
intellect come into
conflict, emotion always
wins.
(So an emotion-based sales
argument will outsell an
intellect-based sales argument.)
407. An emotional appeal will
outpull an intellectual
appeal.
Since exhortation is more
emotional than either
explanation or validation,
the letter is a more
powerful selling weapon
than the brochure.
408. How would you make these
sentences more emotional?
• I need your aid.
• My story is at an end.
• Can you donate $25?
• We regret the error concerning your
account.
• A reply from you would be
appreciated.
• If you are dissatisfied, simply return
it.
• Enclosed please find the pertinent
information.
409. What is the difference
between…
• $100
• $100.
• $100.00
• $100!
• $100.00!
• One hundred dollars
• A hundred bucks
410. For offers with a highly
―emotional‖ flavor, if you
include a response device
which emphasizes
responding by mail you
may actually damage
response.
412. The Consistency Command:
Components of an
advertisement. a mailing, or
an email message must
reinforce and validate one
another, or
reader/viewer/listener
response to all components
will be reduced.
413. The mailing sells variable data printing.
But the mailer doesn’t use it.
414. The superiority of examples
over statistics:
Statistics = cold-blooded, no
involvement.
Examples = warm-blooded,
involvement.
415. First pass:
If treated early, 75% of those
children who have this deadly
disease can be saved.
Second pass:
Innocent children die from this
disease. With early treatment,
three out of four will live.
Third pass:
This deadly disease is killing
innocent children. With early
treatment we can save three
precious lives, of four we're now
losing.
416. Fourth pass:
We lost Jimmy today. His
parents knew his precious days
were numbered. But Mary, Karen,
and Billy all will live. We were
able to start their treatment early
enough to save them.
Which text is most likely to
generate response? Why?
417. Plural references say to
the reader:
―You're one of the mob.‖
Singular references say to
the reader:
―Only you.‖
Which one will do a
better selling job?
418. Use singular to suggest
exclusivity:
―You’ll save on anything
you see in these pages.‖
Use a collective noun to
suggest universality:
―You’ll save on everything
you see in these pages.‖
419. The Celebrity
Endorsement Rule:
In business-to-business copy,
user endorsements are usually
stronger than celebrity
endorsements. In consumer
copy, endorsement by a
celebrity unrelated to the type
of product or service you sell
probably is a waste of money.
423. If you have an IQ under 70,
you can get a creative job at
Geico or its advertising agency.
424. Trigger-words for seniors:
Discount
Buy direct
Young
Have a problem with...
Do you remember how
[WHATEVER] used to be?
Have you considered?
425. For print, mail, or email
to seniors:
1. No type smaller than 10-point.
2. Response must be easy.
3. Include a coupon with ample room to
make entries, or an easy ―Click here.‖
4. Suggest a discount or bargain.
5. Appear to appeal to logic.
6. Don't make a long story short.
426. Hands-on practice:
Write a headline and first
sentence for a space ad
selling vitamin E, 100
400iu capsules for $4.99,
to the general public.
Then…
Write a headline and first
sentence selling the same
items in a magazine
circulated to seniors.
430. The
―Teaser-Waster‖ Rule:
Teaser mailings and space ads,
which don't tell the reader
what the mailer has for sale,
are less productive than mailings
which include facts on which
the target-individual can formulate
a buying decision.
431. The Non-Importance
Rule:
Calling something important,
when your best prospects will
know it isn’t important, will
cost you response … because
you have a more powerful way
to convince.
457. The ―Avoid Five‖ Rule:
In more formal copy, avoid using
multiples of five when suggesting
time or cost of distance –
Replace
―about five minutes.‖
―Oh, figure spending ten bucks.‖
with
―some 4-1/2 minutes.‖
―Anticipate a cost of about
eleven dollars.‖
458. The reader interprets
the five/ten estimates
as guesses, because
they are the common
approximation.
But…
459. Those approximations can
be valuable when projecting
a casual mood.
You’re the professional.
You decide.
(Make your decision
deliberately, based on what
mood you’re projecting and
to whom.)
460. Don’t over-describe:
What is the difference
between:
• New medical breakthrough
• Medical breakthrough
462. Choice of words:
• You will be among the first
to…
• You will be one of the first
to…
463. Why is
among
a weakener?
Psychologically, it
automatically kills
exclusivity.
464. The wording on a TV spot
for a product called
―FiberChoice‖:
Four grams of fiber
in each dose.
Which word would you have
changed?
And what word would you
have used to replace it?
465. YOU are in command of the
reaction to your words:
―You pay much less.‖
―Others pay much more.‖
481. A dozen implicitly weak
words and phrases:
• administration • formulate
• approximately • indeed
• define • needs (as
noun)
• earn
• product
• facilitate • respond
• features • work
482. A dozen words and
phrases with power
• free • first time offered
• free gift • not sold in stores
• good only until
• limited [DATE]
time • Don’t miss out
• right now • I’ll look for your
• surprise order
• hot • Try it at our risk
487. The copywriter’s most
professional tool …
Are you maximizing it?
(Are you aware of it? If
you are, are you aware of
how easy it is?)
Word
expansion
488. A few examples of word
expansion:
The original copy –
Save 10% weekdays.
490. A little more expansion –
Save 10% Monday
through Friday.
491. And a bit more expansion –
Save 10% every day Monday
through Friday.
492. Keep expanding until you’ve
maximized.
Brain–power doesn’t cost
anything.
Save 10% every single day
Monday through Friday.
493. We haven’t yet achieved
nirvana. The meistersinger
word expander looks beyond
the obvious:
Save a big 10% Monday.
Save a big 10% Tuesday.
Save a big 10% Wednesday.
Save a big 10% Thursday.
Save a big 10% Friday.
COME IN AND SAVE!
494. NOTE:
Does ―10%‖ justify the word
―big‖?
A peripheral benefit of word
expansion:
Repetition makes the claim
contagious.
495. While we’re on this point
– ―Save 10%‖
is more dynamic than
―10% off.‖
• It’s a clear imperative.
• It’s emotion-based rather
than comprehension-based.
496. Another easy example of
word expansion:
Original –
“Available in gray,
suntan, blue, and
charcoal.”
497. Expanded, copy adds a
minuscule injection of
power –
“Available in these
most wanted colors –
gray, suntan, blue,
and charcoal.”
498. With more word
expansion, we add
another mini- injection of
power –
“Available in every one
of these most wanted
colors – gray, suntan,
blue, and charcoal.”
499. What is the word in all
those examples that saps
out power?
Available
500. So:
Search and destroy
that
power-shrinking word:
Available
502. One more apparently
trivial example of
word expansion:
Original –
“Word expansion is the
easiest and the most
logical way to add word-
power.”
503. Adding one word expands
impact just a fraction…
and fractions are what
the professional looks for
and exploits –
“Word expansion is both
the easiest and the most
logical way to add word-
power.”
504. Careful, though:
Don’t over-
expand.
Which of these
headings pulled
better?
511. Quick and obvious tip:
Questions are automatically
reader-involving. And…
a question automatically is
less threatening and more
rapport-suggestive than a
thunderbolt hurled from
Mount Olympus.
512. Note the difference:
This is you.
Is this you?
(Note, too: The choice
is NOT automatic.)
513. Note the difference:
You won’t stand by
and let it happen.
Will you stand by
and let it happen?
(Note, too: The choice
is NOT automatic.)