Do you have to judge creative work ?
Bloody hard, isn’t it?
So maybe you’re not that amazed at some of the weird stuff that emerges.
Do you recall an old TV campaign for Barclays? It must have cost millions, and featured Samuel L. Jackson walking though the country accompanied by a most appealing pig.
Being a bit thick, I didn’t see what this had to do with banking.
So I asked an audience of 1,500 salespeople if they thought it would persuade a single person to switch to Barclays. One person did. Most of the rest thought it would do nothing – or actually lose customers.
Then I asked a class of marketing students what they thought. Not one could even understand it – and even if they had, the most lucrative customers for any bank are middle-aged or older.
To be honest, I wonder if those who created or approved the ad had any idea what makes advertising persuade and sell. I imagine they just fancied the idea of meeting and working with Mr. Jackson. Or maybe they just liked pigs.
Nothing changes. Now Barclays runs guff like “the hole in the wall” and deeply embarrassing stuff about their staff outside their banks. Trying to be matey and friendly, I imagine.
What do you want from your bank? I know one Barclays customer very well. She just wishes they could be vaguely efficient from time to time. No signs of that, though.
Enough! Here is today’s helpful idea.
For more years than I care to contemplate I have tried to determine what makes messages sell. Not based on my opinion, but on all the available research and testing.
So here’s a checklist based on what I learned you must look for if you want to sell.
A quick creative checklist
1. The opening must quickly offer or clearly imply a clear, strong benefit.
2. Is everything instantly clear. If it’s funny, clever or obscure – beware.
3. Unless you give every sensible reason to buy, answer obvious questions, overcome all reasonable objections, you’ll lose sales.
4. Is what you sell fully, clearly described?
5. Is the tone right? Don’t be funny about serious things (eg, charity, business or money)
6. Show it to someone uninvolved, preferably a likely prospect. Ask if they understand it – and if they would buy
7. Do you prove your claim is true? Testimonials? Independent figures?
8. Do you ask firmly enough for a reply, tell people precisely what to do? Repeat your arguments at that point.
9. Is the coupon, order form or request to reply big enough, clear, simple and easy to use?
10. Read the copy aloud. Does it sound like someone talking? Good!
You may find using this check-list a bit of bore. But a lot less boring than stuff that flops.
Because if you want to sell, you’ll find that some, perhaps many of your messages miss one or more of the points above. And if you look out for them I promise you will improve your results – perhaps so much it will surprise you.
By the way, the principles are similar, but not identical, in advertising not designed to sell immediately, which usually (but not always) has less copy. And usually (but not always) would be a damn sight better if it did try to sell immediately.
Best,
Drayton
P.S. This is number 15 of Drayton Bird’s 101 free helpful marketing ideas. You can sign up on the link below for the rest.
—————————————–
Website: www.draytonbirdcommonsense.com / www.eadim.com
Filed under advertising, Audience, Benefit, Creative Work, Drayton Bird, Marketing Students, Objections, Salespeople, Samuel L Jackson, Tv Campaign by on May 26th, 2010. Comment. 
By now, dear reader, one factor should be crystal
clear to you.
Without a strong, powerful, interesting, attention
getting, curiosity provoking headline you just don’t
have a viable selling proposition.
Without leading with a killer headline, your direct
appeal for a sale simply will not work no matter
how good the body copy is.
That’s why I’ve created a variety of headline types
for my own use. And if you’ve been paying
attention, for yours as well.
Today I’m going to cover a variation of what I
covered in the last Success Margin. I call this:
How To/Guaranteed
Here are some examples of this technique in action:
* * * * * * * * * * * * * * *
How to Overcome Stage Fright in
One Hour – 100% Guaranteed!
* * * * * * * * * * * * * * *
How to Write Your Own Book in Two
Weeks or Less – 100% Guaranteed!
* * * * * * * * * * * * * * *
How to Safely Lose 10 Pounds in 10 Days
Or You Get Your Money Back!
* * * * * * * * * * * * * * *
How to Instantly Triple Sales in Your
Business By Using Just 8 Magic Words -
Guaranteed!
* * * * * * * * * * * * * * *
How to Write Subheads That Are So
Powerful Many Prospects Will Order
Without Reading a Single Word of the
Body Copy – Guaranteed!
* * * * * * * * * * * * * * *
The formula for the How To/Guaranteed excellent
headline technique is:
How to (get the ultimate benefit) quickly and
easily – 100% Guaranteed.
Try this headline approach and see for yourself
how effective it is. I’ll bet I hear about lots
of subscriber success stories using this headline
system.
Your correspondent,
Ted Nicholas
—————
“This article appears courtesy of THE SUCCESS
MARGIN, the Internet’s most valuable success and
marketing e-zine. For a complimentary
subscription, visit http://www.tednicholas.com/
Filed under Benefit, copywriting, Magic Words, marketing, Success Stories, Ted Nicholas by on Apr 15th, 2010. Comment.
Without a great and powerful headline, no matter
how good it is otherwise, your promotion will fail.
Absolutely!
I don’t care how terrific the body copy is.
You need a “killer” headline or the promotion
doesn’t stand a chance.
It’s so important I repeat it here once more.
Seventy-five percent of the buying decision is made
at the headline.
Hopefully, my dear reader, you are now 100 percent
convinced.
I’m emphasizing headlines like I never have before.
Why? Direct marketers, including new personal
clients of mine, almost always propose or use
headlines which are incredibly weak, boring or
confusing. It’s no wonder perhaps as many as 95
percent do not work. In fact, when I see the actual
response figures they don’t even come close.
I’ve already revealed to subscribers in The Success
Margin four of my headline types. Each one is
proven to work through numerous marketing tests.
Today I’ll teach you another amazingly powerful
type. I call it “Get Benefits Fast, Regardless.”
I really love the power of this one. I’d be willing to
bet you will soon fall in love with it too.
To use and dramatize a certain aspect involved with
many products you can really get that all-important
attention.
If it fits your product, this simple, yet powerful
concept can empower your headline like
nothing else can. The single magic word which
describes it is:
Speed!
In marketing your products and services nothing
meets the heavy burden your headline must carry.
Your headline must do lots of “heavy lifting.”
Here are a few responsibility mountains your
headline must climb. It must:
- Attract attention
- Select the right audience
- Make a bold promise
- Dramatize the biggest benefit
- Appeal to your prospect emotionally
Here are a few examples of the Get Benefits Fast,
Regardless technique:
*******
Speak Street French in 28 Days – Even if You’ve
Never Taken a Single Foreign Language Class – 100
Percent Guaranteed!
*******
Discover How You Can Prepare Five Gourmet
Meals Your Friends Will Rave About in One Week
- Even if You Know Little or Nothing About
Cooking!
*******
Get Fit in 30 Days or Less No Matter How Out of
Shape You Are Now – Guaranteed!
*******
Discover How to Slash Your Cost of Living By at
Least 30 Percent Within 10 Days without Lowering
Your Standard of Living – Or Your Money Back!
*******
Free Special Report Reveals How to Instantly
Avoid the Catastrophe of Identity Theft Which Can
Take Years to Clear From Your Record!
*******
Within 24 Hours Discover Best Tax Avoidance
Secrets the I.R.S. Does Not Want You to Know!
*******
At Last, Within Seven Days You’ll Meet at Least
One Person Who Tests Out as Your Ideal Romantic
Partner – Or Your Money Back!
*******
Here is the Fill-in-the-Blanks method for this
technique, Get Benefit Fast, Regardless.
(Discover, Have, Get, Be Enjoy etc.) the (Biggest
Benefit) in (Specific Time Period) Guaranteed. No
Matter What (Your Age, Condition, Bank Account,
Skill Level etc. Doesn’t Matter.)
If speed is a crucial or indispensible part of your
product benefit this technique can really make sales
soar!
My dear reader, I’ll look forward to hearing about
your many successful headlines.
Your correspondent,
Ted Nicholas
—————
“This article appears courtesy of THE SUCCESS
MARGIN, the Internet’s most valuable success and
marketing e-zine. For a complimentary
subscription, visit http://www.tednicholas.com/
Filed under Benefit, copywriting, Direct Marketers, Headlines, marketing, Shortcuts, Ted Nicholas by on Mar 25th, 2010. Comment.
