subject: Zzzzzzzzzzz: The Cardinal Sin of Being Boring [print this page] Zzzzzzzzzzz: The Cardinal Sin of Being Boring
Now this may come off as very obvious but it is way more common than you think. Now, I know, I always stay that targeting is the most important thing in a campaign and I am standing behind that. However, I never said that you don't have to grab attention with your copy. Copy writing matters especially in direct marketing! I am not a big design buff. It has it's place and all but aside from the list, it is not what captures your prospects it's what you say.
Now again, brace yourself (you better get used to hearing that from me). No one responds to Hello How are you'. Think about it. As my student, I feel it is my duty to educate you on a little human psychology. You can apply his to the age old problem men have in trying to attract women. Have you ever been out to the bar and seen that guy with ABSOLUTELY NO GAME hitting on the best looking girl in the place and striking out hard? Usually that guy looses her at Hello'.
Hello' is not exciting, original, trilling, innovative or exotic. And those things are qualities that everyone wants! They want them in products and services just like they do in a mate (men and women alike).
Copy is your hook. Try to evoke these elements when you're putting post card or letter copy together:
Curiosity "Want to make $7,500 simply by flushing the toilet?"
Bold Statements "You will be living in Bora Bora in 6 months!"
Controversy "The Best Part of Genocide in Africa"
Shock "I am Dying"
Facts "The Government Owes You an Additional $600.00 This Year."
Humor "My Dog Locked Me Out Of My Car Again"
Most non profits have a hard time with my methods, but they work. This envelope or letter intro copy could be for any number of products or services but that doesn't matter. What matters is the emotions they evoke. It comes down to writing the letters. If you combine proper targeting with the right intro you get. Interest. Interest is what get's mail opened. It is also what get's you that girl's phone number.
I once had a guy who was selling flooring as a customer. After reviewing his previous mail pieces, I remarked at how uninteresting they were. I mean, he is selling flooring for God's sake that's boring in and of itself! He doesn't need to amplify it's lameness! I told him to change his outer envelope copy to something attention getting like:
"Is That Blood On Your Floor?" or "Make Your Children Eat Off the Floor".
He was aghast! He stood there astonished, with his mouth gaping at me, that I would recommend something like this. He ignored me for 3 more campaigns I should point out that he didn't initially take my advice on refining his list either. Finally, after spending $10,000 on campaigns I knew wouldn't work, he caved. He went with the
"Make Your Children Eat Off the Floor" option. He pulled over 9%! Enuff said!
Well maybe not totally just remember, you need to catch people's attention even if you are mailing to the right audience.
This is just one of the methods I outline in the Direct marketing Millionaire Cookbook. If you like this article, head over to www.directmailsecrets.net and pick up a copy!
