Ever feel like you're drowning in an ocean of metrics and brand values? It's easy to forget what really matters. To cure the confusion, the late Herschell Gordon Lewis is on hand with his timeless wisdom...
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:
Britain’s Heavyweight weightlifting champion 1956/7/8 guarantees
THESE 7 EXERCISES WILL BUILD
A POWER-PACKED BODY IN 49 SECONDS A DAY
Or all your money back without question.
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.
1. “What will I get out of it?” – a power-packed body
2. “What do I have to do?” – 7 exercises for 49 seconds
3. “Says who?” – a Weightlifting champion
4. “How do I know I can trust you?” – I guarantee it or your money back…
All their questions were answered.
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/
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