As email inboxes become increasingly congested, carefully targeted campaigns using direct mail can cut straight through to prospects. Industry pioneer, Nicolas Schwabach, makes the case for direct mail and provides tips on how to do it right and get results.
Don’t be vague. It kills.
You probably won’t die.
But the response to your copy will.
Imagine someone tells you, “I’m going to make you rich someday”.
I bet the first thing you’ll want to know is “how rich?”
Followed by, “when?”
If you’re like most people you won’t bother asking.
Because you’ll assume their claim is a load of twaddle.
Don’t make the same mistake.
Tell people exactly what they’re getting.
Here’s an example:
In 1964 I wrote copy for a device called, the Bullworker.
Which made you “stronger, quickly”.
After a closer look at what the Bullworker did I wrote an ad with this headline:
That headline sold 30,000 Bullworkers in the first year.
The Bullworker still sells all over the world.
Go online and look.
Here’s a shortened version of the ad I wrote 55 years ago.
That headline anticipates and answers the important questions.
All their questions were answered.
With facts.
Not vague, sweeping statements they couldn’t trust.
There was no reason to say “no”.
And 4 compelling reasons to say “yes”.
If this ad had been headed “do this and you’ll get fit, sometime” would you have cared enough to open it?
I doubt it.
Be precise. Be persuasive. Be believable.
Or if you’d rather we do it for you, get in touch – http://draytonbird.net/agenq/
Between us, we’ve been telling people precisely what things do for them for 82 years – so we have a pretty good idea what we’re doing.
And if we don’t get you better results you don’t pay.
So what have you got to lose? – http://draytonbird.net/agenq/
Best,
Drayton
Another gem from the Herschell Gordon Lewis collection. This time the late copywriting great explores the importance of not just sharing responsibility, but assuming responsibility. Don’t blame bad results on Department X!
In this article, we explore how technology holds the key to ensuring data is accurate, up-to-date and ready for use. In today’s regulatory climate, it’s not just good for business: it’s essential for legal compliance.