by Dean Rieck
www.DirectCreative.com
Testimonials are a great way to support and prove the claims in your advertising. They also engage the “bandwagon” effect: the more people doing it, the more acceptable it is.
But there’s nothing magical about testimonials. The key is to show “other people doing it.” So while you should certainly build a collection of powerful and enthusiastic testimonials, there are endless proofs you can use to create confidence. Here are some of the most effective:
• Use indirect testimonials. List businesses using your products or services. Or you can list the states or countries in which you do business, the industries you serve, the percentage of Fortune 500 companies you work with, the types of professionals who trust you, and so on.
• Show pictures of people using your product or service. This is usually better than a “still life” of your gadget sitting idle in a photo studio. An action picture can simultaneously show the product, show the kind of people who use it, and show benefits. Seeing is believing.
• Relay case histories of your best customers. Studies show that tangible case histories can be more effective than impressive statistics. Show how someone solved a problem or derived a big benefit. Before and after descriptions are particularly effective.
• Mention how long your company has been around. This is a subtle indication of popularity. What is impressive here is relative to your business. If you’re a software company, being in business ten years makes you an old-timer. If you’re a bank, ten years makes you an infant.
• Tout the number of products sold. McDonald’s built an empire by displaying on their signs a running count of the number of burgers served. It’s in the untold billions now.
• Display the number of customers you serve. It always helps to keep good records. Dig through your sales reports and see what figures you can come up with. You might have to estimate, but make it reasonable and believable. And be sure you have data to support your claim.
• Warn customers about limited product due to demand. This shows popularity plus scarcity, another powerful human motivator. However, be careful. If you cry wolf too often, people will eventually stop believing you.
• Announce the speed of your sales due to demand. This combines popularity with urgency. If you’re the fastest selling, say it. If you’re not, maybe you’re the most consistent.
• Say how long your product or service has been a bestseller. This indicates popularity, quality, and consistency. This can often be more effective than just saying how long you’ve been around.
• Cite information on your market leadership. Everyone prefers to deal with a company that’s profitable, respected, and well-known.
• Reveal the seasonal demand of your product or service. Not only does this show public acceptance, it also overcomes inertia and can encourage early orders. A good example is the rush to buy the latest fad toy during the holidays.
• Show important or well-known people using your product or service. This invokes the “halo” effect by connecting the good feeling people have for the celebrity to your wares. Just make sure you have the required permissions.
• Display a seal of approval by a rating organization. Approval from Good Housekeeping or an industry group puts an official stamp on public approval.
• Cite favorable reviews. Third-party information is always powerful. Some products, such as software, are routinely reviewed. However, television commentators and experts writing for publications often review products and services. If you have something unique or interesting, make sure they know about it.
• Cite mentions in the media. Newsworthy products and services are more trusted. If you get a favorable mention, you can quote it. Otherwise, you can list media coverage. This is an argument for a good public relations effort.
• Associate your product or service with respected magazines. “As seen in XYZ Magazine.” List the magazines you advertise in to show public approval of your product or service.
• Associate your product or service with respected media. “As seen on TV.” Television is considered very credible. If you appear there, you have instant credibility. List the networks your advertisements have appeared on.
Copyright © 2003 Dean Rieck. All Rights Reserved.
________________________________________________________________
Dean Rieck is an internationally respected copywriter, designer, and consultant specializing in direct marketing. He is president of Direct Creative, a full-service creative firm that helps businesses increase sales and generate leads through effective direct response advertising. For free access to direct marketing articles, tips, and tutorials, visit www.DirectCreative.com.
Thursday, December 20, 2007
13 Powerful Ways to Energize Your Guarantee
by Dean Rieck
www.DirectCreative.com
When you create a direct mail package, do you drop in a standard guarantee at the last minute out of habit or because it’s company policy? This is a mistake.
A guarantee can be one of your most powerful selling tools. It’s proof that you’re reputable. It helps lower perceived risk. And it almost always boosts your response if used properly. So here are some tips to power-up your guarantee and make it work for you:
• Keep it simple. There are many ways to enhance your guarantee, but your basic guarantee copy should be clear and strong, leaving no questions unanswered. Here’s the classic guarantee: “If you are not completely satisfied for any reason, just return your widget to XYZ Company within 30 days for a full refund of your purchase price.”
• Make it visible. Add it to your sales letter call to action. Highlight it by enclosing it in a box in your brochure. Feature it on the order form. Print it as a stand-alone insert. You want people to see it no matter what part of your direct mail package they look at.
• Use guarantee copy to sell. For example, you might add a line such as “Fill out the order form and mail it today. Try your Gizmo for 60 days. If you’re not completely satisfied ...”, and so on.
• Prefer unconditional guarantees. They’re stronger than conditional guarantees and easier to administer. And unless you’re selling an inferior product, very few people will try to take advantage of your goodwill. In most cases, the number of sales you add will far outweigh any additional returns.
• Use strong language. “Unconditionally Guaranteed.” “No-Risk Guarantee.” “100 Percent Satisfaction Guaranteed.” “No-Questions-Asked Guarantee.” As long as it’s believable, the stronger your guarantee sounds the better.
• Go beyond money back. How about “Double Your Money Back” or “115% Credit” for another purchase? How about “We won’t cash your check for 30 days” or “We’ll return your own check to you.” This assures customers that they will never have money at risk.
• Match your offer. Provide a money-back guarantee for purchases, a buyback for collectibles, cancellation privileges and a refund for subscriptions. Think of the characteristics of your offer and the perceived risk involved then formulate your guarantee to counter that risk in the most appropriate manner.
• Add a signature. Nothing shows your commitment to a product like signing your name to the guarantee. The person of highest authority, or the person who wrote the letter, should sign it.
• Extend the guarantee period. Instead of 30 or 60 days, how about a one-year guarantee? Or a lifetime guarantee? After a while, most people forget about the guarantee or feel too guilty to return used items.
• Make it look official. Certificate borders, certificate paper, watermarks, icons like eagles and flags, dollar values in the corners, and other touches can help your guarantee look official. You can even create a seal or stamp with your basic guarantee copy inside.
• Add third-party approval. A Good Housekeeping Seal or an endorsement from an organization can add power to your guarantee.
• Offer a valuable bonus. For example, “If you don’t like TaxSaver Software, send it back at our expense, get a full refund, and keep the Day Planner and mouse pad as our gift to you.”
• Try extreme specificity. State your guarantee and give a phone number to call if the customer has a complaint. You could even give the name of someone to talk to. This costs you nothing and raises the believability of your guarantee to its highest possible level.
Copyright © 2003 Dean Rieck. All Rights Reserved.
________________________________________________________________
Dean Rieck is an internationally respected copywriter, designer, and consultant specializing in direct marketing. He is president of Direct Creative, a full-service creative firm that helps businesses increase sales and generate leads through effective direct response advertising. For free access to direct marketing articles, tips, and tutorials, visit www.DirectCreative.com.
www.DirectCreative.com
When you create a direct mail package, do you drop in a standard guarantee at the last minute out of habit or because it’s company policy? This is a mistake.
A guarantee can be one of your most powerful selling tools. It’s proof that you’re reputable. It helps lower perceived risk. And it almost always boosts your response if used properly. So here are some tips to power-up your guarantee and make it work for you:
• Keep it simple. There are many ways to enhance your guarantee, but your basic guarantee copy should be clear and strong, leaving no questions unanswered. Here’s the classic guarantee: “If you are not completely satisfied for any reason, just return your widget to XYZ Company within 30 days for a full refund of your purchase price.”
• Make it visible. Add it to your sales letter call to action. Highlight it by enclosing it in a box in your brochure. Feature it on the order form. Print it as a stand-alone insert. You want people to see it no matter what part of your direct mail package they look at.
• Use guarantee copy to sell. For example, you might add a line such as “Fill out the order form and mail it today. Try your Gizmo for 60 days. If you’re not completely satisfied ...”, and so on.
• Prefer unconditional guarantees. They’re stronger than conditional guarantees and easier to administer. And unless you’re selling an inferior product, very few people will try to take advantage of your goodwill. In most cases, the number of sales you add will far outweigh any additional returns.
• Use strong language. “Unconditionally Guaranteed.” “No-Risk Guarantee.” “100 Percent Satisfaction Guaranteed.” “No-Questions-Asked Guarantee.” As long as it’s believable, the stronger your guarantee sounds the better.
• Go beyond money back. How about “Double Your Money Back” or “115% Credit” for another purchase? How about “We won’t cash your check for 30 days” or “We’ll return your own check to you.” This assures customers that they will never have money at risk.
• Match your offer. Provide a money-back guarantee for purchases, a buyback for collectibles, cancellation privileges and a refund for subscriptions. Think of the characteristics of your offer and the perceived risk involved then formulate your guarantee to counter that risk in the most appropriate manner.
• Add a signature. Nothing shows your commitment to a product like signing your name to the guarantee. The person of highest authority, or the person who wrote the letter, should sign it.
• Extend the guarantee period. Instead of 30 or 60 days, how about a one-year guarantee? Or a lifetime guarantee? After a while, most people forget about the guarantee or feel too guilty to return used items.
• Make it look official. Certificate borders, certificate paper, watermarks, icons like eagles and flags, dollar values in the corners, and other touches can help your guarantee look official. You can even create a seal or stamp with your basic guarantee copy inside.
• Add third-party approval. A Good Housekeeping Seal or an endorsement from an organization can add power to your guarantee.
• Offer a valuable bonus. For example, “If you don’t like TaxSaver Software, send it back at our expense, get a full refund, and keep the Day Planner and mouse pad as our gift to you.”
• Try extreme specificity. State your guarantee and give a phone number to call if the customer has a complaint. You could even give the name of someone to talk to. This costs you nothing and raises the believability of your guarantee to its highest possible level.
Copyright © 2003 Dean Rieck. All Rights Reserved.
________________________________________________________________
Dean Rieck is an internationally respected copywriter, designer, and consultant specializing in direct marketing. He is president of Direct Creative, a full-service creative firm that helps businesses increase sales and generate leads through effective direct response advertising. For free access to direct marketing articles, tips, and tutorials, visit www.DirectCreative.com.
12 Tips for Direct Response Radio Ads that Work
by Dean Rieck
www.DirectCreative.com
Radio listeners are highly responsive. And radio spots are powerful, cheap, and simple to produce. Yet radio remains one of the most underused and poorly handled weapons in the direct marketing arsenal.
It’s difficult to sell a product directly from a radio spot. But if you have a product with wide appeal, you can use radio to generate calls for your phone reps, build a direct mail list, or send traffic to your Web site.
Here are a few pointers for creating simple but effective direct response radio ads:
• Buy 60-second spots. The radio sales rep will tell you that 30-second spots are cheaper and easier to place. That’s true. But 30 seconds usually isn’t long enough to develop and deliver a selling message. With 60-second spots, you’ll get twice as much time for just a little more money per spot.
• Use a straight announcer pitch. People are working, driving, cleaning the house, and doing all sorts of things in less than ideal listening conditions. So keep it simple. Just have an announcer talk directly to listeners. This has the added advantage of being more personal and less expensive than spots filled with actors and sound effects.
• Identify and solve a problem. If you’re selling an herbal product that gives people more energy, you should first identify the problem (lack of energy) then offer your product as the solution (more energy). “Feeling tired? Achy? Don’t have the energy for the things you used to enjoy? Try new Vita-Herb. Vita-Herb will boost your energy, erase those aches and pains, and let you enjoy life again.”
• Make a dramatic promise. This will strengthen your solution and make it more appealing. “Vita-Herb will make you feel ten years younger in just ten days!” The more dramatic and specific your promise, the better.
• Guarantee results. Just as a promise strengthens your solution, a guarantee strengthens your promise. Again, be as specific as you can. “Try Vita-Herb for yourself. If you don’t feel ten years younger in the first ten days, just send it back and we’ll buy you a bottle of your favorite herb supplement. No questions asked.”
• Offer something free. Since time is short and products can’t be seen on the radio, it’s hard to make direct sales. It’s far more effective to offer information or samples to generate inquiries then make sales through telemarketing and direct mail. If you’re selling a Posture Perfect Mattress, you could offer a free video. Then when you send the video, you could include a special $100 savings voucher. You can follow up with direct mail, phone calls, and additional information and offers.
• Drive listeners to your Web site. This is an alternative to generating inquiries by phone. The trick is to capture information when people arrive at your site. If you’re selling a self-study course on starting a business, you could offer a free report on the 25 fastest growing businesses. Then give people a Web address that takes them to a special page where they must enter a name and address to get the report. This way, you’ll build a database for more targeted marketing.
• Present a clear call to action. Don’t be subtle. If you’re offering a free brochure on a weight loss product, the announcer can simply say, “To request your free brochure on losing weight, call 1-800-LESS-FAT.” If you don’t tell people what to do directly, simply, and specifically, they won’t do it.
• Use a memorable phone number or Web address. A number such as 1-800-ABCDEFG (for a reading program) or Web address such as www.faxbook.com (for a brochure on fax machines) can be easily remembered and acted upon. To fix it in your listener’s memory, repeat it at least three times.
• Force response with a time limit. The more specific, the better. “Call in the next thirty minutes for your free one-week sample of new Hair-Gain Hair Restoration Formula.” If people know they have to respond immediately, they will. If they think they can wait till later, you probably will never hear from them.
• Focus on response. Don’t settle for awareness. And don’t rely on repetition, no matter what the radio sales rep tells you. You should be getting measurable response every time your ad runs. If you aren’t getting response, your ad isn’t working. And repeating the ad won’t help.
• Use humor carefully. From a selling standpoint, humor is hit-or-miss. And you always run the risk of upstaging the selling message. You can be lighthearted and friendly, of course, but you’ll usually get a better response with a simple, straightforward delivery.
Copyright © 2003 Dean Rieck. All Rights Reserved.
________________________________________________________________
Dean Rieck is an internationally respected copywriter, designer, and consultant specializing in direct marketing. He is president of Direct Creative, a full-service creative firm that helps businesses increase sales and generate leads through effective direct response advertising. For free access to direct marketing articles, tips, and tutorials, visit www.DirectCreative.com.
www.DirectCreative.com
Radio listeners are highly responsive. And radio spots are powerful, cheap, and simple to produce. Yet radio remains one of the most underused and poorly handled weapons in the direct marketing arsenal.
It’s difficult to sell a product directly from a radio spot. But if you have a product with wide appeal, you can use radio to generate calls for your phone reps, build a direct mail list, or send traffic to your Web site.
Here are a few pointers for creating simple but effective direct response radio ads:
• Buy 60-second spots. The radio sales rep will tell you that 30-second spots are cheaper and easier to place. That’s true. But 30 seconds usually isn’t long enough to develop and deliver a selling message. With 60-second spots, you’ll get twice as much time for just a little more money per spot.
• Use a straight announcer pitch. People are working, driving, cleaning the house, and doing all sorts of things in less than ideal listening conditions. So keep it simple. Just have an announcer talk directly to listeners. This has the added advantage of being more personal and less expensive than spots filled with actors and sound effects.
• Identify and solve a problem. If you’re selling an herbal product that gives people more energy, you should first identify the problem (lack of energy) then offer your product as the solution (more energy). “Feeling tired? Achy? Don’t have the energy for the things you used to enjoy? Try new Vita-Herb. Vita-Herb will boost your energy, erase those aches and pains, and let you enjoy life again.”
• Make a dramatic promise. This will strengthen your solution and make it more appealing. “Vita-Herb will make you feel ten years younger in just ten days!” The more dramatic and specific your promise, the better.
• Guarantee results. Just as a promise strengthens your solution, a guarantee strengthens your promise. Again, be as specific as you can. “Try Vita-Herb for yourself. If you don’t feel ten years younger in the first ten days, just send it back and we’ll buy you a bottle of your favorite herb supplement. No questions asked.”
• Offer something free. Since time is short and products can’t be seen on the radio, it’s hard to make direct sales. It’s far more effective to offer information or samples to generate inquiries then make sales through telemarketing and direct mail. If you’re selling a Posture Perfect Mattress, you could offer a free video. Then when you send the video, you could include a special $100 savings voucher. You can follow up with direct mail, phone calls, and additional information and offers.
• Drive listeners to your Web site. This is an alternative to generating inquiries by phone. The trick is to capture information when people arrive at your site. If you’re selling a self-study course on starting a business, you could offer a free report on the 25 fastest growing businesses. Then give people a Web address that takes them to a special page where they must enter a name and address to get the report. This way, you’ll build a database for more targeted marketing.
• Present a clear call to action. Don’t be subtle. If you’re offering a free brochure on a weight loss product, the announcer can simply say, “To request your free brochure on losing weight, call 1-800-LESS-FAT.” If you don’t tell people what to do directly, simply, and specifically, they won’t do it.
• Use a memorable phone number or Web address. A number such as 1-800-ABCDEFG (for a reading program) or Web address such as www.faxbook.com (for a brochure on fax machines) can be easily remembered and acted upon. To fix it in your listener’s memory, repeat it at least three times.
• Force response with a time limit. The more specific, the better. “Call in the next thirty minutes for your free one-week sample of new Hair-Gain Hair Restoration Formula.” If people know they have to respond immediately, they will. If they think they can wait till later, you probably will never hear from them.
• Focus on response. Don’t settle for awareness. And don’t rely on repetition, no matter what the radio sales rep tells you. You should be getting measurable response every time your ad runs. If you aren’t getting response, your ad isn’t working. And repeating the ad won’t help.
• Use humor carefully. From a selling standpoint, humor is hit-or-miss. And you always run the risk of upstaging the selling message. You can be lighthearted and friendly, of course, but you’ll usually get a better response with a simple, straightforward delivery.
Copyright © 2003 Dean Rieck. All Rights Reserved.
________________________________________________________________
Dean Rieck is an internationally respected copywriter, designer, and consultant specializing in direct marketing. He is president of Direct Creative, a full-service creative firm that helps businesses increase sales and generate leads through effective direct response advertising. For free access to direct marketing articles, tips, and tutorials, visit www.DirectCreative.com.
11 Timeless Appeals for Profitable Fundraising
by Dean Rieck
www.DirectCreative.com
To some extent, all marketing is based on emotion. Whether you’re buying a car, a mutual fund, or a can of cheese spread, emotions play a part in the decision-making process.
However, nothing relies on emotion quite so much as fundraising. How people feel about your cause will determine how they respond to your marketing messages. While we humans are capable of an infinite variety of emotions, there are a few basic appeals that work particularly well in fundraising letters. Here are 11 of them:
• Altruism. Whether people are truly altruistic or have self-serving motives for giving is often debated. The best approach is to assume altruistic motives and appeal to other motives subtly. Assume the best of people and you usually get it.
• Anger. Some highly emotional issues can cause feelings of outrage. This is a powerful motivator, but a tricky one. If you decide to be angry in your letter, maintain your anger throughout. Don’t drop out of character and slip into fuzzy-wuzzy language on page two. Your appeal should be along the lines of “This is outrageous and we have to stop it!”
• Beliefs. Whether religious, political, or social, strongly held beliefs drive the actions of many people. Find out what your prospects and regular donors believe in and make sure your message is consistent with those beliefs.
• Compassion. You can generate sympathy by painting a word picture of someone who needs help. Share details about that person’s life and ordeals. But be careful. If the problem is distasteful and you present it too graphically, you might make your reader turn away. There’s a fine line between sympathy and revulsion.
• Ego Gratification. Gratifying one’s ego is not the same as being egotistic. It’s a sense of well being, a feeling that inner perceptions and outer realities are in sync. Since most people like to think highly of themselves, it’s best that you speak to them in an appropriately flattering tone. People tend to want to live up to the perceptions of others.
• Fear. Fear usually takes the form of self-preservation, for example, donating to cancer research to save your own life in the years ahead. This is a powerful motivator. It’s dangerous, though, because you can easily offend by suggesting self-serving motives.
• Guilt. Discomfort and guilt are your emotional allies in any appeal. To spark your prospect’s desire to give, you must create a certain level of discomfort about the problem you are presenting. And the thought of not helping should cause a feeling of guilt within your reader. You can also spark a form of guilt by giving away something such as address labels or greeting cards. It’s hard to use these items without reciprocating the gesture with a few dollars.
• Idealism. If you have a cause with a big idea, you can frame your message around the “I want to change the world” appeal. Of course, many causes can be positioned as world changing. The trick is to keep it believable. Even the most idealistic donors are very practical with their checkbooks.
• Immortality. As children, we feel we’re going to live forever. As adults, we know we won’t, but we feel an overwhelming urge to try. Engraved plaques in a concert hall, published names in a newspaper, additions to hospitals, and other such tangible records of accomplishment are all symbols that allow a certain kind of immortality.
• Joy. It’s too easy to focus on the more negative and selfish motivations for giving. However, for many people, giving creates a powerful sense of joy: the joy of sharing, of belonging, of being needed. Find the joy factor in your cause and test an appeal based on it. Many times, you’ll find it wins.
• Recognition. Everyone needs a pat on the back now and then. A simple “thank you” is good enough for some. For others, a certificate or some form of public notice is more appropriate. Some people give solely to be congratulated. So congratulate them.
Copyright © 2003 Dean Rieck. All Rights Reserved.
________________________________________________________________
Dean Rieck is an internationally respected copywriter, designer, and consultant specializing in direct marketing. He is president of Direct Creative, a full-service creative firm that helps businesses increase sales and generate leads through effective direct response advertising. For free access to direct marketing articles, tips, and tutorials, visit www.DirectCreative.com.
www.DirectCreative.com
To some extent, all marketing is based on emotion. Whether you’re buying a car, a mutual fund, or a can of cheese spread, emotions play a part in the decision-making process.
However, nothing relies on emotion quite so much as fundraising. How people feel about your cause will determine how they respond to your marketing messages. While we humans are capable of an infinite variety of emotions, there are a few basic appeals that work particularly well in fundraising letters. Here are 11 of them:
• Altruism. Whether people are truly altruistic or have self-serving motives for giving is often debated. The best approach is to assume altruistic motives and appeal to other motives subtly. Assume the best of people and you usually get it.
• Anger. Some highly emotional issues can cause feelings of outrage. This is a powerful motivator, but a tricky one. If you decide to be angry in your letter, maintain your anger throughout. Don’t drop out of character and slip into fuzzy-wuzzy language on page two. Your appeal should be along the lines of “This is outrageous and we have to stop it!”
• Beliefs. Whether religious, political, or social, strongly held beliefs drive the actions of many people. Find out what your prospects and regular donors believe in and make sure your message is consistent with those beliefs.
• Compassion. You can generate sympathy by painting a word picture of someone who needs help. Share details about that person’s life and ordeals. But be careful. If the problem is distasteful and you present it too graphically, you might make your reader turn away. There’s a fine line between sympathy and revulsion.
• Ego Gratification. Gratifying one’s ego is not the same as being egotistic. It’s a sense of well being, a feeling that inner perceptions and outer realities are in sync. Since most people like to think highly of themselves, it’s best that you speak to them in an appropriately flattering tone. People tend to want to live up to the perceptions of others.
• Fear. Fear usually takes the form of self-preservation, for example, donating to cancer research to save your own life in the years ahead. This is a powerful motivator. It’s dangerous, though, because you can easily offend by suggesting self-serving motives.
• Guilt. Discomfort and guilt are your emotional allies in any appeal. To spark your prospect’s desire to give, you must create a certain level of discomfort about the problem you are presenting. And the thought of not helping should cause a feeling of guilt within your reader. You can also spark a form of guilt by giving away something such as address labels or greeting cards. It’s hard to use these items without reciprocating the gesture with a few dollars.
• Idealism. If you have a cause with a big idea, you can frame your message around the “I want to change the world” appeal. Of course, many causes can be positioned as world changing. The trick is to keep it believable. Even the most idealistic donors are very practical with their checkbooks.
• Immortality. As children, we feel we’re going to live forever. As adults, we know we won’t, but we feel an overwhelming urge to try. Engraved plaques in a concert hall, published names in a newspaper, additions to hospitals, and other such tangible records of accomplishment are all symbols that allow a certain kind of immortality.
• Joy. It’s too easy to focus on the more negative and selfish motivations for giving. However, for many people, giving creates a powerful sense of joy: the joy of sharing, of belonging, of being needed. Find the joy factor in your cause and test an appeal based on it. Many times, you’ll find it wins.
• Recognition. Everyone needs a pat on the back now and then. A simple “thank you” is good enough for some. For others, a certificate or some form of public notice is more appropriate. Some people give solely to be congratulated. So congratulate them.
Copyright © 2003 Dean Rieck. All Rights Reserved.
________________________________________________________________
Dean Rieck is an internationally respected copywriter, designer, and consultant specializing in direct marketing. He is president of Direct Creative, a full-service creative firm that helps businesses increase sales and generate leads through effective direct response advertising. For free access to direct marketing articles, tips, and tutorials, visit www.DirectCreative.com.
10 Little-Known Formulas for Successful Advertising
by Dean Rieck
www.DirectCreative.com
What is your formula for creating effective sales messages? If you’re like most people, you’ll say, “AIDA,” an acronym for Attention, Interest, Desire, Action. It’s a classic, perhaps the most quoted formula in advertising and marketing.
However, just as a skilled craftsman expands his or her creative abilities by collecting and mastering a variety of tools, a savvy marketer can expand his or her creative abilities by collecting and mastering a variety of formulas. Here are some less famous but highly inspirational formulas to add to your collection:
• ACCA. Awareness, Comprehension, Conviction, Action. This is similar to AIDA, but “Comprehension” stresses the importance of clarity, which is vital for any persuasive message. And “Conviction” is much stronger than “Desire.” It suggests certainty.
• Attention-Interest-Description-Persuasion-Proof-Close. This is another AIDA variation by Robert Collier. Intended for sales letters, it outlines what he thought was the correct sales sequence.
• AAPPA. The eminent Victor O. Schwab suggested this commonsense, clear formula. Get Attention. Show people an Advantage. Prove it. Persuade people to grasp this advantage. Ask for action.
• AIU. This is my own formula for envelopes. It stands for Attention, Interest, Urgency. Something about an envelope must get your attention, whether it’s teaser copy, graphics, or just blank paper. This should lead to an interest in the contents and an urgency to open the envelope immediately.
• PPPP. This is a formula by Henry Hoke, Sr. It stands for Picture, Promise, Prove, Push. In many ways, it’s easier to implement than AIDA because it shows you four basic tasks you must perform to make a sale. Picture: Get attention early and create a desire. Promise: Make a meaningful promise and describe what the item will do. Prove: Demonstrate the value and support your promise with testimonials. Push: Ask for the order.
• Star-Chain-Hook. This is Frank Dignan’s charming and surprisingly fresh way to approach an advertising message. Hitch your wagon to a Star with an attention-getting opening that is positive and upbeat. Create a Chain of convincing facts, benefits, and reasons to transform attention into interest and interest into desire. Then, Hook them with a powerful call to action, making it easy to respond.
• ABC Checklist. William Steinhardt’s formula is more detailed than most and very practical: Attain attention, Bang out benefits, Create verbal pictures, Describe success incidents, Endorse with testimonials, Feature special details, Gild with values, Honor claims with guarantees, Inject action in reader, Jell with postscript.
• The String of Pearls. This is a particular method of writing copy. The idea is that you assemble details and string them together in a long line, one after another. Each “pearl” is complete in some way, but when you string all the pearls together, their persuasive power becomes overwhelming.
• The Cluster of Diamonds. Similar to the String of Pearls, this formula suggests assembling a group of details under an umbrella concept. For example, an ad might have the headline “7 Reasons Why You’ll Save Money With XYZ.” The copy would then list these seven reasons. Each detail is a “diamond” in a particular setting.
• The Fan Dancer. The analogy here is perfect, though a bit racy. The idea is to tantalize with specific details that do not actually convey information. For example, let’s say you’re selling a book on reducing taxes. Part of your copy might read: “The one secret way to pay zero taxes and get away with it (page 32). How the IRS uses your mailing label against you (page 122). Three clever ways to turn a vacation into a business tax deduction even if you don’t own a business (page 158).” As with the forgotten art of fan dancing, you reveal little and leave your audience wanting more.
Copyright © 2003 Dean Rieck. All Rights Reserved.
________________________________________________________________
Dean Rieck is an internationally respected copywriter, designer, and consultant specializing in direct marketing. He is president of Direct Creative, a full-service creative firm that helps businesses increase sales and generate leads through effective direct response advertising. For free access to direct marketing articles, tips, and tutorials, visit www.DirectCreative.com.
www.DirectCreative.com
What is your formula for creating effective sales messages? If you’re like most people, you’ll say, “AIDA,” an acronym for Attention, Interest, Desire, Action. It’s a classic, perhaps the most quoted formula in advertising and marketing.
However, just as a skilled craftsman expands his or her creative abilities by collecting and mastering a variety of tools, a savvy marketer can expand his or her creative abilities by collecting and mastering a variety of formulas. Here are some less famous but highly inspirational formulas to add to your collection:
• ACCA. Awareness, Comprehension, Conviction, Action. This is similar to AIDA, but “Comprehension” stresses the importance of clarity, which is vital for any persuasive message. And “Conviction” is much stronger than “Desire.” It suggests certainty.
• Attention-Interest-Description-Persuasion-Proof-Close. This is another AIDA variation by Robert Collier. Intended for sales letters, it outlines what he thought was the correct sales sequence.
• AAPPA. The eminent Victor O. Schwab suggested this commonsense, clear formula. Get Attention. Show people an Advantage. Prove it. Persuade people to grasp this advantage. Ask for action.
• AIU. This is my own formula for envelopes. It stands for Attention, Interest, Urgency. Something about an envelope must get your attention, whether it’s teaser copy, graphics, or just blank paper. This should lead to an interest in the contents and an urgency to open the envelope immediately.
• PPPP. This is a formula by Henry Hoke, Sr. It stands for Picture, Promise, Prove, Push. In many ways, it’s easier to implement than AIDA because it shows you four basic tasks you must perform to make a sale. Picture: Get attention early and create a desire. Promise: Make a meaningful promise and describe what the item will do. Prove: Demonstrate the value and support your promise with testimonials. Push: Ask for the order.
• Star-Chain-Hook. This is Frank Dignan’s charming and surprisingly fresh way to approach an advertising message. Hitch your wagon to a Star with an attention-getting opening that is positive and upbeat. Create a Chain of convincing facts, benefits, and reasons to transform attention into interest and interest into desire. Then, Hook them with a powerful call to action, making it easy to respond.
• ABC Checklist. William Steinhardt’s formula is more detailed than most and very practical: Attain attention, Bang out benefits, Create verbal pictures, Describe success incidents, Endorse with testimonials, Feature special details, Gild with values, Honor claims with guarantees, Inject action in reader, Jell with postscript.
• The String of Pearls. This is a particular method of writing copy. The idea is that you assemble details and string them together in a long line, one after another. Each “pearl” is complete in some way, but when you string all the pearls together, their persuasive power becomes overwhelming.
• The Cluster of Diamonds. Similar to the String of Pearls, this formula suggests assembling a group of details under an umbrella concept. For example, an ad might have the headline “7 Reasons Why You’ll Save Money With XYZ.” The copy would then list these seven reasons. Each detail is a “diamond” in a particular setting.
• The Fan Dancer. The analogy here is perfect, though a bit racy. The idea is to tantalize with specific details that do not actually convey information. For example, let’s say you’re selling a book on reducing taxes. Part of your copy might read: “The one secret way to pay zero taxes and get away with it (page 32). How the IRS uses your mailing label against you (page 122). Three clever ways to turn a vacation into a business tax deduction even if you don’t own a business (page 158).” As with the forgotten art of fan dancing, you reveal little and leave your audience wanting more.
Copyright © 2003 Dean Rieck. All Rights Reserved.
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Dean Rieck is an internationally respected copywriter, designer, and consultant specializing in direct marketing. He is president of Direct Creative, a full-service creative firm that helps businesses increase sales and generate leads through effective direct response advertising. For free access to direct marketing articles, tips, and tutorials, visit www.DirectCreative.com.
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