2 posts tagged “reason why”
Let's pause for a moment. Looking back over our time together, we've developed enough copywriting tools to create a compelling sales message. From scratch. From market research to bullets to storyboarding. With narrative copy, the old AIDA model, a bit of history. And if we examine our sales letter, you'll see what a great job it does of capturing attention, addressing the desire of the market, and putting your prospect in a sales funnel. With the great story, the reasons why, the benefits, your prospect is on the verge of foaming at the mouth to buy from you. It's a slam dunk.
But wait. Is something missing?
Many writers, excellent writers, fail to fullfill the last step in AIDA... the call to Action. Salespeople often make the same mistake... they are referred to as 'professional visitors'. Remember, this is not fiction. It's not journalism. Nor is it entertainment. We are here to make the sale. Without this crucial piece, it's all foreplay.
After you've got your prospect nodding yes with you, agitated to aquire what he already sees as his, you must move quickly to close the deal. Your prospect may be convinced, but if you don't handle this situation with sureness and precision, you had better not count on a second chance.
Don't be shy. Your prospect, if your letter has done it's job, is worked up emotionally to the point that a hard, authoritative close will feel appropriate. She will want you to take control. He will ask what he needs to do. They're with you! Don't let them go until they've completed the exchange. Just as you told them to.
When crafting your offer, you will need to consider price. Setting aside the strategy behind setting the price, let's look at presentation. Of course, you will mention it late in the letter, as you begin to close. You are allowed to compare price-wise apples to oranges, audio cds to live seminars, cubic zirconia to diamonds. Why do they ask in the info-mercials "What would you expect to pay for this amazing offer?" Note that they name a higher price first. Just like you name the price of the one carat diamond before comparing the price of the cubic zirconia.
You should also find a real reason why this offer is urgent. A limited stock. A limited time offer, perhaps with reduced price because of a holiday, a thank you to vip customers, some accounting mixup... If you have to be creative, do it. It's worth the work.
And the guarantee! How strong can you make it? You need to track your metrics and adjust, but stronger guarantees take the risk off the customer. And honest people, coupled with the one's who are just to lazy to ship it back, still outnumber the scammers. One note of caution here, and it applies throughout: don't take the tone of a huckster. Too over the top, and you'll lose 'em.
Price, urgency, and the guarantee each deserve their own treatment. But this introduction should get you thinking about how you might use each one (there's no rule saying you have to use all of them) in your letter.
One final note. Your product must fullfill. It should overdeliver. There are no secrets on the internet, and few in the direct mail world. You will be found out. So be ethical. But do call for action. Make the sale.
To your Copywriting Mastery,
Some posts back I quoted Claude Hopkins. It was in his writing that I first encountered it. But as far as I can trace it, "Advertising is Salesmanship in Print" actually originated in the mind of another. Pour yourself some Scotch, get settled in your favorite leather wing chair. Here's the story:
One May evening in 1905, just as A.L. Thomas (of the Lord & Thomas ad agency) was getting ready to call it a day, a note arrived. It read as follows:
You do not know what advertising is. No one in the advertising business knows what avertising is. No advertiser knows for certain what advertising is. If you want to know, tell this messenger that I should come up. I'm waiting in the lobby downstairs.
It was signed – John E. Kennedy.
As luck would have it, this promised the answer to a question that had occupied the mind of junior partner Albert Lasker for some time. Kennedy was sent for. They conversed until 3am. So we have the idea, first given us by Claude Hopkins, from its source.
As you can imagine, more was said in the 9 hours they were conspiring together.
And that brings us to today's wallet-fattening topic: reason why copy.
If you've done a good job with your hook, explaining it in the copy, and if the copy supports the offer, and your prospect is emotionally charged to make the purchase, then you're just one step away from a sale. It is at this point that logic steps in and begins to evaluate the situation. But is it logic?
Never fear, it's just another tangle of emotional reactions. The critical thinking involved is more along the lines of "how can I convince my wife that this pool table was a good idea? How bad will it be if I can't convince her?" Or "what will others think of me" etc.
Your sales letter should challenge your prospects emotionally. Get 'em worked up. But give them a reason why for each statement. Not "Half Off". "Fire Sale. Entire Inventory Half Off". Not "Will Regrow Your Own Hair", but "11 Years of Searching, Medical Scientists Discover Formula That Will...". Of course, you needn't always use a reason why in your headline. But everywhere there is a claim, consider how you can back it up. The formula is to use the word "because" and fill in the blank. And give a reason why.
To your Copywriting Mastery
P.S. Stay tuned for more hard hitting copywriting tactics. We'll be moving into offers pretty quickly – because – much of your body copy is to set up the offer that follows.
