Camouflage

My last post was packed with info, but there really wasn't anything new.  We've at least mentioned every part of the analysis.  And, notice that this great sales letter layered all these tactics.  Technically it is very dense, but the sales message remains unencumbered.  As you write, just keep these things in mind, and your sales messages and stories will begin to incorporate these techniques naturally.  And, if you begin to outsource, you'll be able to judge the quality, and have more control over your promotions.  Either way, you win.

Your prospects, as we know, are bombarded with sales messages.  The number varies, but last I heard, the number of advertising impressions a person gets today is upwards of 600. 

So how do we break through?  How do we get our foot in the door?  Or better, be invited in as a guest?

I'm assuming you're starting with a great product.  A product that is not only great, but meets a desire.  A desire felt by a statistically large enough group of people to support the business behind getting the product to market.  Let's face it, we're here to make money.  In fact, let's celebrate.  Running a profitable business moves the economy forward, and society with it. 

But make no mistake, the point of copywriting is to compel your prospect to take action.  And, ultimately, to trade his or her money for your product or service.  It is a game.  It is fun.  But it's serious.

So to answer our questions, in the face so many hundreds of ad impressions, I offer you this strategy: 

Camouflage your sales pitch.

Now that we have the concept, how might we profitably employ it in our copywriting? 

A lot of copy is written in obvious 'advertising' style.  Emotionally charged, hyperbolic language.  Keep that in your tool kit, but you might have noticed what a turn off it is to even think about that kind of used-car-salesman copywriting.  So what might be a camouflaging alternative?

If you're in print, you copy the format of the publication.  In this way you borrow the credibility of the publication for your ad.  As an example, a cosmetic surgeon in my town bought his own 'section' in a local paper.  It was, of course, a lead generator for his business.  This sales medium matched very closely the format of the newspaper, and carried the full credibility of the publication. 

Look for this type of sales letter, often dubbed 'advertorial' in magazines and papers.  You will see "advertisment" printed somewhere on the page, as it was in the above example.  Not to worry, copywriting tests have shown that it makes no statistical difference in response.  I use this method myself, and will vouche for its effectiveness.

In your copywriting, consider also tone and style.  If you're doing joint ventures online, the sales pitch should match what the readers are accustomed to, whether you're emailing his list or yours. 

Laws change, and once profitable advertising media may be outlawed with nary a warning.  Learn to apply your sales skills to all media, and your business will be on a more solid foundation.  You know they're working on a way to tax the internet, right?

To your Copywriting Mastery,

Sheridan