.
“Reason why” copy is critical for results. The response goes way up when you give the recipient a reason why you are making him or her an offer, and it is best relayed in the form of a story, as I did on page one of this letter.
That’s right; everyone needs to know the reason you are doing something. What have we all heard about a free lunch? There’s no such thing! No one believes in a deal that’s too good to be true. So I gave the readers a reason why I was making what was about to be a tremendous offer and a reason why they were receiving a handwritten letter from me. (And in a side note on page one, I refer to “Shameless Bribe” coupons on page five of the letter.)
In fact, all great copywriters and marketers often use stories. People like hearing stories. It’s because we were raised on stories. Our parents and relatives told us stories when we were children growing up, so we were trained to listen to stories.
So there you go. On that first page, I gave “reason why” copy in the form of a story.
|
|
OUTRAGEOUS exercise Develop your business story. • Why should people utilize your products or services? • Develop a main story. • Think of three others you can use for a particular offer or promotion or event. |
Page #2 of Bill Glazer’s award-winning five-page handwritten sales letter written on a yellow legal pad. You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.
PAGE TWO – The second page provides details of the offer—all the pertinent information. How much will I save? What’s on sale? What brands? What categories?
Pertinent information is another key element when you are developing an advertisement. Just think about it. If you left out just one piece of pertinent information, it could make the difference (and often does) as to whether someone responds to you or not.
For example, let’s say you are a dentist and you forget to list your phone number. How are potential or current patients going to call you to make an appointment?
Heck, I even know one company that forgot to put their name on their advertisement. I guess they’re still waiting for someone to call.
|
|
OUTRAGEOUS exercise List the pertinent information that prospects or customers would require in order to help them make a decision whether to respond to your advertising or not. Here’s a partial list to consider: • Name of the business • Location • Hours of operation • Phone number • Web site • Items you sell • Brands you sell After you make your list, include it in its entirety every time you write your advertisements. |
Page #3 of Bill Glazer’s award-winning five-page handwritten sales letter written on a yellow legal pad. You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.
Once again, the handwriting itself, along with the copy, gives the letter tons of personality as well as personalized selling with hand-drawn arrows and asterisks and underlines and, well, writing. And of course, all of these wild, hand-drawn graphic messages are mixed beautifully with the specific message that you can save up to 70 percent on everything! And I name names of merchandise.
|
|
OUTRAGEOUS boost Never make the mistake of thinking that current customers know everything about your business just because they’ve patronized you in the past. Include your pertinent information in every ad you create. |
PAGE THREE - By the third page, the readers know why I am giving a sale, what is on sale, and for how much, but now I declare in huge bold handwritten print surrounded by big parentheses: (BUT THESE PRICES AREN’T GOOD ENOUGH FOR YOU!)
And I proceed to again mention the “Shameless Bribe” coupons first referred to on page one. This time, I give the specifics of what they are about and how much can be saved. One coupon is even for a free pair of designer socks just for coming into the store.
This free gift is called a premium, which can result in an increased response of as much as 30 percent. (For more, see chapter 8.)
Much of this whole approach is to let the reader of this letter know that I, Bill Glazer, am talking to him or her as a person and not some random number or customer. “I mean it,” I wrote. “I want you to come in right now so I’m willing to give you ‘4 Shameless Bribes.’”
What you are trying to accomplish is for the reader to feel like you are writing specifically to him or her. Making the letter personal is incredibly effective, but this third page offers one more essential element: a deadline. “Just come into the store before Sunday, July 15 …” You’ll learn more about deadlines and why you must always have one in chapter 5.
Page #4 of Bill Glazer’s award-winning five-page handwritten sales letter written on a yellow legal pad. You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.
PAGE FOUR – The fourth page is a personal message again reminding the readers that Gage is Baltimore’s best men’s clothing store and that they are my preferred customers; not everyone is getting this letter about these incredible savings.
I point the reader again to the “Shameless Bribe” coupons on the final page.
Page #5 of Bill Glazer’s award-winning five-page handwritten sales letter written on a yellow legal pad. You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.
PAGE FIVE – This page includes information on the deadline as well as four hand-drawn coupons for savings on various types of merchandise—with deadlines.
The idea of a “Shameless Bribe” was funny and eye-catching, and it fit perfectly at the end of this long letter that appears to be written in a rush but is actually planned and executed.
|
|
OUTRAGEOUS exercise Present your offers differently and people will take notice of them. So, develop three OUTRAGEOUS ways to present your offers as I did with my handwritten “Shameless Bribe” coupons. 1. 2. 3. |
translating to other media
So