Take your average super successful sales person, the person that has brought the most sales to your diversify (usually it’s even one). Multiply them by a million, and send them off to avenge 1 qualified prospect each…all at the similar time. Do you think that would build your sales a bit?
If you had answered yes, then you now realize the potential of a well crafted piece of copy created to sell your product.
The ability to write a letter to sell your product/service is an even greater skill.
So again why do so many businesses send out copy, through advertising, mail order, telemarketing, radio or Televisie ads designed to be flashy, humourous and clever? Although was the last time you bought from a mortal in a store when they were using all sorts of clever tricks on you? Tricks like, play on words, weird images, advanced humour etc.? No… chances are you were scared of a salesperson that was so crafty.
It raises the question, “Why are they trying so hard?”
We are going to call that flashy way about copy: “Everyday Copy” because it is seen so often…many times a day. And the copy that sells your product, we will call “Copy that sells”.
With your everyday copy, you have your English majors, freelance writers, and most ad operation employees. Now, these people are brilliant, they can write so nicely and with such liberal command regarding the English language that they sometimes win prizes in literature, become infamous and known throughout history as producing beautiful works of art and literature and often win awards and widely recognized.
They use English devices like: play on words, puns, humour including other things in their copy.
But they have not sold your product…
Don’t believe me? Key your ads…put in a tracking mechanism to visualize if people are responding to your ads…you will be furious when you find out exactly how many people respond and buy your product. Try it!
Unfortunately, their advanced work is all but lost on the prospect who is busy with 2 kids, balancing both a full time and a part time job, has a spouse who is denial holding up their part of the agreement called “marriage”, poor diet habits from lack of time, stressed out from work with employees backstabbing them and bosses criticizing them in front about their co-workers, parents telling them how to run their lives connective won’t leave them alone, aches and pains in their majority along with the stress of keeping up with their next door neighbor who always seems to have the latest and greatest stuff…
not to mention being bombarded by sales and marketing mail, signs, commercials, sales people, telemarketers up to 3000 times per day.
Do you think with all that going on, they have time to figure out the “play on words” that was used in your ad? If they don’t fathom what you said the first time and figure out how they will be benefited from what you offer, they want toss it.
You have 3 seconds to get their attention
1…2…3… that’s it.
On the other hand, copy that sells will most of the break look dull, blah and mostly copiosity of text. Reason does it look this way? Because the effort is made to put in when many benefits and reasons to acquire into the ad as possible in a way that isn’t pushy and in a way that can be tracked to determine results.
Let’s peep at some examples shall we?
Examples of Everyday Copy.
Actually, there is no need to put up any. Just open your newspaper and look for them. They are the ones with just a few words, lots of pictures and if you feel confused at a) what they are selling and b) how it may benefit you then you have found any Everyday Copy.
Example from Copy That Sold Millions.
1. Wall Street Journal Copy: This letter has been used for many years and has been estimated to have sold up to a billion dollars for the WSJ. 2. Gary Halbert’s Vesture of Arms Literally that has bot in circulation for a few decades and sold millions of dollars from coats of arms (family crests), 3. The advertisement “They laughed when I sat down at the piano, but when I started to play~” sold the home piano study course for decades with a rather wordy ad and has made millions. Oh and 4. David Ogilvy’s Rolls Royce Ad that sold out the gross national supply of Rolls Royce’s entitled, “At 60 miles per hour, the loudest noise in this new Rolls Royce comes from the electric clock”.
David Ogilvy used these principles in advertising copy
to which he owes his purchase of a 14th century
Some big publishers like Agora and Philips amortize their copywriters up to a million dollars a year because they want to keep them…they know that if they don’t pay them well, they will walk.
Another example of copy that sells is the Nationwide Enquirer and Cosmopolitan. The National Enquirer is read by more people than the bible ampersand Cosmopolitan is also a massive seller…why? Headlines that catch a reader’s eye produced by the copywriters that’s why. Are they trashy? For some, yes, but the fundamental human behaviours that they are aiming for is the homogeneity when those SUCCESSFUL copywriters that aim at selling to doctors, dentists, engineers, big business etc.
And the good news is that those fundamental human behaviours
can be translated to wick whatever audience you’re selling to.
In conclusion, picking which type of copy you wish to include is largely dependent on what you want to achieve. On Condition That you want to upset awards then hire an everyday copywriter, if you deficiency to sell your product, then price a copywriter that sells.