direct mail
2 ways to boost readership of your ads
There are two things you can take from this conservatory ad. And use in your own marketing to improve readership.
First, note the first letter of the first word in the first sentence. It’s what is known as a drop cap letter. Its purpose is to grab your attention. That’s once you’ve read the headline.
By [...]
Target The Reader - Damn It
Here’s an ad cut out from the Sunday Times which is selling a residential club members can use as a London base.
However this ad has some flaws with it.
The headline doesn’t target the reader. The headline doesn’t have a benefit in it. The headline doesn’t enter the conversation the reader is having in their mind.
What [...]
How to Overcome Reader Scepticism
How do you overcome reader scepticism? After all, we’re all so inundated with advertising we don’t believe what advertisers say anymore. And, naturally we’re all sceptical of an advertiser’s claims in their ad.
(As an aside, the bigger the claim, the more proof you need to back up your claim.)
Well, a great way to overcome scepticism [...]
Answers To your Marketing Questions
I asked you guys what questions you had about copywriting and marketing. And a few of you have answered.
So let’s take a look.
NE asked:
When writing a sales letter for a squeeze page what is the best way to write headlines which draw people in?
You have to know your audience.
Start by asking yourself three questions:
Who is [...]
Use This Popular Magazine To Steal First Paragraph Ideas
Use This Popular Magazine To Steal First Paragraph Ideas
So let’s continue talking where we left off - the importance of the first paragraph.
We discussed the “If” and “Then” formula.
So what other techniques can you use to hold your reader’s attention when writing your first paragraph?
John Caples in his book Tested Advertising Methods has a few [...]
Brilliant Headline Murderer
OK, so you stopped your ideal prospect in their tracks with your ad’s headline. You’ve got their full attention. You’ve aroused their curiosity or promised them a benefit. Or done both.
Now your prospect wants more information. They’re all ears for what you’ve got to say.
However you can switch them off quicker than a light… IF… [...]
How to Maximize Desire in Your Prospects For What You’re Selling
How to Maximize Desire in Your Prospects For What You’re Selling
One of the best books you’ll ever read on copywriting is Breakthrough Advertising by Eugene Schwarz. Apart from being a brilliant marketing book this book has several unusual claims:
It was the most stolen book from US libraries. And, used copies used to sell for as [...]
How To Make Your Prospects Putty In Your Hands
How To Make Your Prospects Putty In Your Hands
Henry Ford said, “ If there is one secret to success it lies in the ability to get the other person’s point of view and see things from that person’s angle as well as from your own.”
And dear ol’ Henry should know a thing [...]
Revealed… Your Prospects’ Belief Ceiling
Revealed… Your Prospects’ Belief Ceiling
Here’s a fascinating little copywriting nugget you can use to boost the response to your ads.
This nugget is namely this:
As people we have different viewpoints on the amount of money we have the potential to earn.
To one type of person £1 million is a lot of [...]
Simple Secret Guarantees You Become Your Prospect’s Best Friend
Here’s a little secret you should use in your copy. It’s a technique you should always strive to include in your sales letters.
This essential copy item maximizes your readership. And, importantly, keeps your reader glued to your copy. Down your ‘greased slide.’
By the way, if you’ve not heard the expression ‘greased slide’ [...]