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Hub You - In Direct Mail Marketing Copywriting, Specifics Outsell Generalities
Now more than ever you need to take charge of your career! Our work environments are rapidly changing. Lifelong employment is a thing of the past and the threat of layoffs loom ahead. Organizations are now flatter with fewer management layers, which results in fewer promotional opportunities. Employees need to do more with less and beco
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
What was the latest fad chased or trend adopted by your business? Why did your management team jump on the band wagon? Has the trend or fad generated an increase in revenue or gains in efficiency and/or productivity?Most organizations that demonstrate a “heard mentality” when rushing to adopt the latest trends will likely experience
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
Previously in Part I of How To Exponentially Increase Your Brand Awareness, we have witnessed that by identifying the building blocks of your business brand, knowing what your customers want by asking them directly, you will have a firm grasp of the basics of increasing your brand awareness.In Part II of the series we learnt that to
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
Imagine starting your own business. What happens when you find out that you are in the red or close to it at the end of the fiscal year? You do what most business owners do—check your books and find ways to cut corners. Now, the tricky part to cutting corners is to make sure you do not downsize or eliminate something that will turn profits
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
HTML email messages are gaining popularity, especially in newsletters. As more recipients are able to properly support this email type, there are fewer compatibility issues. Here are some techniques that can help to improve the way your HTML messages appear.Picking Font TypesAuthoring your email in HTML does make it tem
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
Does your website increase confusion or does it reduce confusion.Remember confused people do not buy; they go looking for more information.Your job is to give them that information, or at least enough information to give them the confidence to buy your product. You must convince your customers that your product will solv
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 cal
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