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His website is www.makepeacetotalpackage.com His teaching is direct, to the point, and memorable. I invite you to visit his site, read his blog and invest as much as you can afford in his materials. Now sit back, get out your under-liner, and enjoy a visit with the Master…
Grab Your Prospect By The Eyeballs!
• Three Powerful Formulas For Writing A Killer Headline … • Four Ways To Supercharge Your Headlines … • A Six-Question “Litmus Test” For Headlines You’re Working On Now… • And 21 Non-Rules Of Great Copywriting!
Your headline is #1
Don’t get me wrong: Every part of your sales message is important. Your opening is crucial. Your presentation -- of product benefits … of proof and credibility elements … of the offer and premiums … of your guarantee …and of your closing, “ask-forthe-sale” copy -- are all critical. But of all the things you do to produce a sale, nothing equals your headline when it comes to pushing response through the roof.
In my 37 years in this business, I’ve often seen great new headlines produce 25%, 35%, even 45% lift s in response and ROI. And of course, I’ve seen them add months – even a year or more – to the lifespan of an aging control. Why are heads so important? Two reasons: FIRST, your headline is the demurely raised eyebrow … the whisper in the ear … the tap on the shoulder … or the shrieking air raid siren (remember those?) that at the moment of impact, make it impossible for your prospect to look at anyone but you – or more precisely, anyone’s ad but yours. SECOND, your headline is the gateway to your sales copy. More than that: It’s the sales copy that persuades your prospect to read your sales copy. In short, great headlines have only two functions: 1. To grab your reader’s attention, and 2. To convert that attention to readership of your sales message. When you study the most effective headlines ever written, you can’t help but notice that each one accomplishes these twin tasks by offering the reader a BRIBE: A compelling practical and/or emotional benefit in exchange for reading your sales message. Whether explicit or implicit, shouted or whispered, the best heads you’ll ever read – or write – will be a proposed transaction: “Read this,” they say, “and this very specific, very wonderful thing will happen for you.”
The World’s 3 Most Powerful Headline Techniques
There is no “right way” to write a killer head. In fact there are as many headline techniques as there are copywriters, products and services, benefits and consumer emotions to be addressed. Let’s take a look at three of the most powerful headline techniques ever – approaches that have produced huge winners for John Caples, Gary Bencivenga, Jim Rutz, Bob Hutchinson, Arthur Johnson – and yes, for me, too … 1. PURE BENEFIT HEADLINES present only the primary practical benefit offered by the product. Some examples … Who else wants a whiter wash – with no hard work? ***** Great new discovery kills kitchen odors quick – makes indoor air “country-fresh” ***** Super Spy Lets You See Through Walls, Fences, and Locked Doors ***** “Who Else Wants to Get At Least TWO TIMES RICHER In This Bear Market?” *****
Here’s how John Carlton turned a benefit lead into something absolutely unique and made his ad a must-read: Amazing Secret Discovered By One-Legged Golfer Adds 50 Yards to Your Drives. frustration or fear that the product’s primary benefit addresses – only hinting at the practical benefit. Unless the benefit you’re offering is truly unique – or presented in a very unique and intriguing way .com .“What’s Wrong With Getting Richer QUICKER?” ***** NOTE: Once upon a time. Lies Why we investors are fed up with everyone lying to us! But getting RICH is the best revenge!! ***** www. Examples … Lies. or hundreds of competing advertisers. pure benefit headlines were all the rage.you’ll probably need to do more than just present or imply a benefit to win. Lies. They were a huge leap forward from the days when most ads had no headline. our prospects are being offered identical benefits by dozens. But today. in our over-advertised-to society. or simply touted a product feature. scores.makepeacetotalpackage. PURE EMOTION HEADS directly address the emotional need. Eliminates Hooks and Slices … and Can Slash Up to 10 Strokes From Your Game Almost Overnight ***** 2.
makepeacetotalpackage. For example … They laughed when I sat down at the piano. 3. COMBINED BENEFIT/EMOTION HEADS present the product’s chief benefit and either imply or state the emotional payoff for the reader. but when I started to play … ***** Laugh All The Way To The Gas Pump! How rising gas prices can make you up to 307% richer in 2005 ***** To men who want to Quit Work some day ***** www.Tell The “Health Police” To Take A Flying Leap – And Return To Life’s GUILTIEST PLEASURES! ***** You can laugh at money worries – if you follow this simple plan ***** NOTE: Pure emotion leads have always worked very well for me.com . But ONLY when they are followed immediately with a strong presentation of the benefits you’re promising the prospect in return for reading your copy and (ultimately) buying your product.
and have given me some of the biggest winners of my career. Present a proposition: Great propositions make a statement that the reader already believes and tantalizes him with the implications of that statement. Four Easy Ways To Supercharge Any Headline Regardless of whether your headline is pure benefit. Wall Street – I’d Rather Do It MYSELF!” ***** 10 Ways To Grow MUCH RICHER Without Touching A SINGLE STOCK ***** To me.FORBIDDEN CURES! Remarkable Cures CENSORED By Knife-Happy Surgeons and Greedy Drug Companies: Medically Proven Remedies That Heal Without Drugs or Surgery! ***** The Amazing Face-Lift -In-a-Jar Used by Hollywood Stars Who Don’t Want Plastic Surgery ***** Join millions who are saying … “Thanks For NOTHING.com . www.makepeacetotalpackage. there are dozens of ways to give it greater selling power. or a combination of the two. these kinds of combined benefit/emotion leads are the best of all worlds. 1. pure emotion.
wrong. For example … Read This Now … Or Kiss Your Money GOODBYE! ***** If you’ve got 20 minutes a month.For example … For every illness. there is a country where it simply doesn’t exist … ***** A Healthier BRAIN Is the Best Doctor Your BODY Will Ever Have! ***** Introducing the single greatest health breakthrough of our generation. ***** As soon as you realize that Wall Street is wrong. rich. RICH! ***** 2.makepeacetotalpackage. WRONG … You’ll get rich. I guarantee to work a financial miracle in your life! ***** www.com . Propose a transaction: Transaction leads add credibility to your headline benefit by disclosing that you’re asking something from the reader in turn for the promised benefit.
Give me 90 days and I’ll help you disease-proof your body and add many good years to your life! ***** 3.s! ***** While urging YOU to buy their shares.384 “ENRONS” Are Now Racing Towards BANKRUPTCY ***** Shameless Two-Faced S. For example … 1.makepeacetotalpackage. or connect it to a current news event for credibility.com . MICROSOFT executives are quietly dumping BILLIONS of dollars-worth of their company’s stock! ***** Has Greenspan Lost His Mind? ***** 4.O. For example … How I Made a Fortune With a ‘Fool Idea’ ***** www. Get the prospect’s natural curiosity working for you: Intrigue and curiosity heads tease the benefit or begin the conversation by telling a fascinating story.B. Use specificity to create credibility: Include specific facts that make your headline instantly credible.
Does your headline offer the reader a reward for reading your sales copy? 2. actionable emotion the reader already has about the subject at hand? www. Does your headline trigger a strong.com .How a Bald-Headed Barber Helped Save My Hair ***** How Doctors Stay Well While Treating Sick People All Day ***** “Weiss Better Shut the F@!# Up or Get a BODYGUARD. What specifics could you add to make your headline more intriguing and believable? 3. ask yourself these six questions: 1.” ***** The Great Vitamin Hoax ***** Are you and your doctor making these common mistakes with your health? ***** Six Questions To Help Give YOU Bigger Winners. Then.makepeacetotalpackage. More Often Why not try this: Sit down with a headline you’re working on now.
” Though – I Hate Rules!) S ometimes. I get flummoxed. As I remember.4.makepeacetotalpackage. Could your headline benefit from the inclusion of a proposed transaction? 6. “How do you know the difference between good sales copy and bad copy?” www. the first question his people asked was. Does your headline present a proposition that will instantly get your prospect nodding his or her head? 5.com . Tricks and Tactics: Key Lessons Learned from 37 Years in the Trenches (No “Rules. and one of the sharpest marketing minds I have ever known. and Phillips’ president was the legendary Bob King – a truly great man. Could you add an element of intrigue to drive the prospect into your opening copy? Spend 15 minutes on it and I’ll bet you’ll come up with something great! How To Create A Killer Ad 21 Tips. Like a few years back – when the president of Phillips Publishing asked me to answer questions his group publishers and marketing managers had about copywriting. It was in the early 1990s.
I just blurted out the first thing that went through my mind: “You don’t know it. “You feel it. you lose him …and the chain breaks. instead of merely thinking through the writing.” I explained that consumers almost never buy things because it is logical to do so – and that the vast majority of purchases made in this country are made because they satisfy an emotional need. I showed them how the chain is only as strong as its weakest link: How the minute you lose the “tingle factor. I was so caught off-guard.makepeacetotalpackage. www. So to be great.” I said. to the order form.com . link by link.Hence. step by step. I feel my way through – making sure that the “tingle factor” intensifies with every passing paragraph until I literally can’t wait to order. editing and review process. That’s why. I explained. sales copy must connect with the prospect’s most powerful resident emotions – whether positive or negative – and demonstrate how reading the copy and buying the product will fulfill or assuage those desires or fears.” the reader gets bored. my flummoxation: These were executives with degrees in marketing from major universities – marketing hot shots who hired copywriters every single day … critiqued our copy and dictated changes to us – and the one thing they wanted to know was … “How can I spot powerful sales copy when I see it?” My mind reeled. I explained how every sales message is like a chain designed to meet the reader at the point of his need … and then lead him.
your copy is also only as strong as its strongest link. And how if you confuse him by losing your clarity of vision …the chain breaks. the greater your response and average order will be. nuts-and-bolts tactics to look for. sensing how each passage feels to you. But as I watched the young guns’ faces. I also pointed out that. even if you make sure that every link in the chain is unbreakable. And so.How if something you say feels unbelievable to him …the chain breaks. The more compelling each section is. I highly recommend it. I could tell that I had raised more questions than I answered for them. feeling my way through lets me strengthen even the strongest sections of my copy.makepeacetotalpackage. THESE ARE NOT RULES. once again. They needed something more tangible from me.com . But they’re great “non rules” – guidelines that have paid off for me time and time again in my 37 years in the direct response trenches – and that I’m confident will strengthen your ad copy as well … www. They needed a checklist – a handful of nitty-gritty. in a belated attempt to improve on my decade-old answer. I still do. if you haven’t had the experience of reading your copy aloud. I hate rules. direct mail packages and Internet promotions you’re working on bigger winners for you. In fact. And here. sensing how it’s likely to feel to the prospect. I thought it was a pretty good answer. allow me to offer 21 ways to spot strong copy – and to help make the ads.
you’re talking about x million other folks. Here. her feelings. Find ways to personalize these kinds of statistics: “As an American over age 40. But saying it that way. you’ve got my attention! www. your chances are one in x of having a heart attack this year. Non-Rule #2: Address your prospect directly. you’re not talking about her. Putting a friendly and/or highly qualified human face on copy – and speaking in that person’s voice – will ramp up the impact of your sales messages by an order of magnitude. your company. we seek out – advice from qualified guides and advocates who have our best interests at heart. And we welcome advice from someone who has solved a problem that we’re struggling with. it’s true that x million Americans have heart attacks each year. Use the word “YOU” as often as is humanly possible throughout your text.” Wow. Talk to your reader: Instead of talking about how “we” age … how “we” encounter various health problems.makepeacetotalpackage.com . Now. your product or anything else. Talk about the reader: Yes. Remember: Your prospect really couldn’t give a flip about you. talk to the reader about her life … her future … and most importantly. you actually get two maxims for the price of one: 1. even suspicious of information given us by a corporation. We welcome – indeed. The prospect is interested in the prospect! 2.Non-Rule #1: BE somebody! We tend to be skeptical.
Lies!” package. Reveal a non-fatal weakness or a petty frustration that the two of you might share.com . “Here – let me help you …” Non-Rule #4: Identify with your prospect.makepeacetotalpackage. Tell the reader what you have in common. Anything that puts you on the reader’s level will endear him to you and engender trust between you. Gary Bencivenga did this beautifully with his “Why we investors are fed up …” deck in his all-time classic “Lies. Instantly.Non-Rule #3: Be personal. Non-Rule #5: Put a face on the enemy. How would I begin the conversation? What would I say? What would he say? What would I say back? I would not refer to myself in the plural: “We want to help you …” I’d say. Why has the reader failed to solve this problem or fulfill this desire? Were all the other products he’s tried ineffective? Were the “experts” who gave him advice wrong? Is someone intentionally using him? www. Let him know that you empathize: You’ve been there. in the prospect’s mind. the person addressing him was transformed from a salesman into “a regular guy” – someone just like him. Lies. I often begin by closing my eyes and imagining that I’m talking to a friend about the subject at hand.
Non-Rule #7: Don’t fear the occasional obvious overstatement. Once in a health promotion. Non-Rule #6: Prove every point. Some of the best credibility devices include: 1. I wrote. “Some surgeons are so greedy. Expert testimonials 3.This is a rich emotional vein – so mine it! But instead of droning on about how unfair banks are.makepeacetotalpackage. But I ofen use an obvious overthe-top phrase to demonstrate how intensely my client feels about a particular point. Wall Street Journal. they’ll gladly cut a hole right through you – just to get to your wallet!” www.com . No. Never ask your reader to accept any claim at face value. etc. personalize it. User testimonials 4. Study data from respected sources 2. I’m not suggesting that you should exaggerate when describing what your product does. Or about how callous drug company execs trick his doctor into prescribing costly and dangerous things that often don’t work. Statements that support your point from a major periodical – The New York Times. Always include proof elements that suspend his disbelief with every claim. for example. Talk about how greedy bankers do this or that to the reader.
mastectomies and other surgical procedures that were later determined to be unnecessary – and that line of copy got every one of them emotionally involved and on my side. www. I did know. Baloney. To mock the sticklers who were constantly correcting his prepared speeches. speaking a language he understands and is comfortable with. Yes. Non-Rule #8: Speak colloquially. Winston Churchill once declared. “A dangling participle is something up with which I will not put. that means I oft en dangle my participles and other parts (of speech). The selective use of jargon comes in handy lots of times when I’m writing – like … • When the jargon’s meaning is familiar to the reader – especially investors and medical patients – I’m respecting his intelligence. however.Was it true? Who knows? No. that many of my readers had had hysterectomies.com . So what? I’m trying to communicate here – not trying to pass an English exam. I try to speak to my prospects as they’re used to being spoken to. I didn’t have a story about a surgeon who had literally cut through a patient to reach his wallet in my substantiation files.” Pretty much says it all … Non-Rule #9: All jargon is NOT evil! Many coaches say you should avoid technical terms and industry jargon altogether.makepeacetotalpackage.
analogies. Non-Rule #10: Figures of speech are wonderful! Early on. a good figure of speech should be worth at least one hundred. We expect doctors to be proficient in the use of medical jargon and brokers to use investment terminology. I’ll include a quick explanation and then move on.• When the jargon is being spoken – sparingly – by an expert. If the term is obscure though.makepeacetotalpackage. I was told to avoid cliches. aphorisms. “Hey – I’m not a salesman. wouldn’t you hear tons of these figures of speech? Doesn’t the use of these favorite sayings instantly say. But why? If you had a face-to-face conversation with your prospect. I’m just like you!”? Don’t they get your prospect smiling? And don’t most of them instantly communicate something that it would otherwise take us a sentence or more? If a picture is worth a thousand words. sayings. well … expertise. Your client may even say that your promo is a basket case. writing copy that’s just one cliche after another might be a slippery slope. it demonstrates the expert’s. That would be a close shave! You might end up feeling as dumb as a bag of Hammers. So go ahead: Experiment! If a figure of speech helps you communicate faster or drive a point home harder – and if you’re absolutely sure that its meaning will be instantly grasped by your prospect – go for it! Of course. proverbs. adages and so on. www.com .
Use these freely (no charge) when craft ing headlines.com .But on the other hand. Who knows? Maybe you’ll wind up richer than Midas! Rule #11: Put the 75 most powerful words and phrases in the English language to work for you. choosing the right spots to communicate quickly with an idiom could turn out to be your bread and butter. and throughout your copy: Amazing Astonishing Astounding Announcing Appalling At Last Bargain Bonus Breakthrough Charter Comfortable Discount Discover Discovery Easy Effortless Exclusive Fearless First Time Ever Forever Free Gift Guaranteed How to… How I … Hurry Immediate Improved Your Profits Inevitable Instantly Intense Introducing It’s here Just Arrived Last Chance Limited Locked-In Miracle Money Never Before Nothing To Lose New Now Opportunity www.makepeacetotalpackage. subheads.
Tell your prospect what your product will do. make a phone call and haggle.” www. Example: YOU WRITE: “These investments are guaranteed to soar when interest rates rise.makepeacetotalpackage. namby-pambies of the writing universe. the alltime award-winner … YOU! Another thing: Some words and phrases are wimps. If the legal beagle or compliance officer complains.com .Painless Premium Prestigious Priority Promise Proven Quick Revolutionary Right Away Rush Sale Save Savings Scandalous Secret Send No Money Sensation Simple Special Shocking Steal Surprising The Truth About Today Unique Valuable Why Win Windfall Yes And of course. The limpwristed. “Can” … “could” … “should” … “might” … “may” … “ought to” … “seeks to” … “has the potential to” … “In my opinion” … and all the rest of these sissies should be banned from your copy whenever possible.
does this feel easy-to-read and inviting? Or is it covered with long. for example – and then work them in … • Look for opportunities to turn a long block of copy into a string of pearls (like these). www.COMPLIANCE VERSION: “These investments could possibly have the potential to soar when interest rates rise – maybe. etc. dense paragraphs that will only discourage my reader?” Then I … • Jump in and break long paragraphs into shorter ones – even one-line paragraphs when I can … • Identify spots where the thing is crying out for a break – a sidebar or indented paragraph. Squinting makes the individual letters and words indecipherable and I’m left with just the pattern the paragraphs make on the page.” COMPROMISE: “These investments have the power to soar when interest rates rise.com . • I look for a series of benefits.makepeacetotalpackage. “At first glance. numbers. letters. As I study the page. I’m asking myself. steps in a procedure or other copy points that I can precede with bullets.” Non-Rule #12: Squint.
com . create a label.makepeacetotalpackage. Page xx … Or. This series. and the formation of beta amyloidal deposits which are characteristic of Alzheimer’s disease. billboard benefits. • Poisons your brain: Laboratory subjects given tiny doses of fluoride for a year showed an increased intake of aluminum in the brain. as with these fascinations from a recent promotion for Your Money Report: • The #1 Secret of Landlords Who Get RICH: Doing this one thing can mean the difference between fat profits and a devastating loss! Page xx • Flipping For A Fortune? WATCH OUT! Ingenious strategy lets you make a bundle without ever owning a single property. “7 Guilty Secrets Drug Companies Do NOT Want You To Know” was also touted on the cover of the piece as a reason to read the piece: www.You can present horrifying alternatives … • Ages your body: Fluoride has been shown to damage your chromosomes and block the enzymes needed to repair your DNA. BUT. it could also get you sued – or worse! Essential advice: Page xx • Beware of These “Landlord Landmines!” 3 easy ways to sidestep costly landlord/tenant traps. Five Chinese studies have documented a lowering of IQ in children exposed to fluoride! … Or.
Non-Rule #13: Go for precision and power. distorted reporting. but extremely dangerous – crippling and killing as many Americans each year as died in the 18 years of the Vietnam war.FACT #1: Drug Companies Kill Tens of Thousands Each Year: Many of today’s most-often prescribed medications are not only useless.com . A lot of experts say you should use short words. FACT #2: They Do It Knowingly – For Money: The ultra-rich U.S. Write as if the prospect is an eighth-grader. I’ll go with the shorter word. Some anal-retentive rule addicts have even gone so far as to instruct students to add up all the letters in each paragraph and divide by the number of words. and bald-faced lies to push deadly and ineffective drugs onto unsuspecting doctors and patients.makepeacetotalpackage. drug industry – the single most profitable businesses in America – is guilty of using bogus research. and make sure that the average word is no more than five letters long! Utter nonsense! Here’s what I do … • If a long word means precisely the same thing and carries the same emotional coloring as a shorter word. www.
‘implement’ (do). ‘referred to as’ (called).” • But if a longer word – or even an entire phrase – more precisely conveys my meaning or more effectively invokes the emotion I’m going for. ‘facilitate’ (ease). On Writing Well: “Beware. then. ‘initial’ (first).com . ‘remainder’ (rest).I can’t stand to read or even talk to people who use longer words when shorter ones will do just fine: Who says “facilitate” when all they mean is “help” or “ease” … “compensate” when they mean “pay” … “Individual” when they mean a “guy” or a “gal” or “person” … or “sufficient” when they mean “enough!” Nine times out of ten. Or the fact that they have no idea what they’re talking about.makepeacetotalpackage. and only wind up turning sentences into entire paragraphs in which the prospect eventually gets lost or has to read it twice. and hundreds more. I’ve found that people who write or talk like that are trying to hide something. ‘individual’ (man or woman). then the longer word it is! Non-Rule #14: Short sentences rule! This is a particular weakness of mine – I tend to string too many thoughts together … use hyphens and ellipses and other devices to connect them. To quote William Zinsser’s advice in his classic. ‘sufficient’ (enough). ‘attempt’ (try). Like massive insecurities. of the long word that is no better than the short word: ‘numerous’ (many). (Damn – did it again!) www.
Sure – they could be there for a good reason: Like showing the proofreader that I do. As I edit my copy. I view commas as warning flags in my copy. know a thing or two about proper punctuation. “HEY. they scream. The Elements of Style: “Vigorous writing is concise.” That comma in the above sentence is a dead giveaway that something’s out of kilter. I try to keep this advice in mind from the classic book on writing. but that every word tell. A sentence should contain no unnecessary words. commas are a big red flag that tells me that I’ve got a run-on on my hands.I don’t worry too much about it on my first drafts. But often times. BOZO! You wrote this sentence UPSIDE DOWN!” Consider … “With only the finest of intentions. Clayton wrote his example. That’s when I’m just trying to get everything out on paper. for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts. Or even worse. I try to fix my runons when I’m editing. in fact.makepeacetotalpackage. “This requires not that the writer make all his sentences short. a paragraph no unnecessary sentences. or that he avoid all detail and treat his subjects only in outline.” www.com . later on. Wouldn’t it read faster if I merely said… “Clayton wrote his example with only the finest of intentions.” Non-Rule #15: Count commas.
it’s how people talk! In fact. Early on. I learned that using conjunctions and other connecting words at the beginning of paragraphs was a simple way to keep the momentum going: “And” … “Plus” … “But” … “Furthermore” … “Moreover” … “What’s more” … “And there’s more:” … “Even worse.” for example. every paragraph of great copy should also make a sale: It should “sell” the prospect on the idea of reading the next paragraph. I’ll add emphasis to it with an underline. Non-Rule #18: Be specific.makepeacetotalpackage. Every generality in your text is a landmine. I make liberal use of contractions. In addition to communicating. “But” is negative. capitalizing it.” “And” is positive. Non-Rule #17: Look for shortcuts to keep the momentum going. www. That will kill you. italicizing it. I look for “buts” and try to replace them with “ands” wherever I can. all of the above. the only time I write “does not” instead of “doesn’t” is when the “not” is crucial to my meaning.Non-Rule #16: Use connecting words at the beginning of paragraphs. and in some cases.com . After all .” tell your prospect precisely how much time he’ll save. Hint: I like “and” better than “but. And if it’s really crucial. Instead of merely saying “you’ll save time.
and I’ve made money fast. Sometimes. “Buy now and save!” Say. how do you really know how the prospect will answer?” But sometimes questions aren’t weak. they’re hypothetical – and make a very strong declarative statement.” they say. “You SAVE $99 by calling within the next 10 minutes!” I actually read through each draft looking for excuses to add specifics to fully dimensionalize every problem and every promise. A headline I wrote for Louis Navallier – a head that mailed successfully for more than a year – once asked … What’s wrong with getting richer QUICKER? The copy went on to say: I’ve made money slow. “Declarative sentences are strong. “After all. Believe me: Fast is better! That head wasn’t a really question.makepeacetotalpackage. Some folks think that asking the prospect a question – either in a headline or elsewhere in your copy is a mistake. I wrote … Suspicious of corporate CEOs who lie about their earnings? www. In the pre-head of a recent direct mail piece for Your Money Report.com . questions are weak. Non-Rule #19: Consider the question.Don’t say. And besides. It was a cry of defiance from impatient investors who were sick and tired of being told to cool their jets.
you could have made a killing? “Please – for your sake – let me hear from you today. licking your wounds and knowing that if you had just said. questions can often be used to demonstrate that you already know and empathize with the answer.S. And they can also be a great way to demonstrate the horrifying alternative – as I did in this P.’ to this generous offer. Moving or deleting the first few paragraphs – or even the first page – would get us off to a much faster start. you’ll be laughing all the way to the bank. Wall Street – I’d Rather Do It MYSELF!” Used properly. After I’ve completed a draft I often realize that my best lead is buried a few paragraphs down in the copy. What if I’m right? What if I really can help you avoid losses and even profit when tech stocks tumble? How will you feel.com . www. ‘YES.” Non-Rule #20: When in doubt. cut it out.makepeacetotalpackage.S.Fed up with stockbrokers who tout lousy stocks – and get rich even when you don’t? Impatiently waiting for the profits Wall Street promises you – but never delivers? It’s time for you to join millions of your fellow Americans who grew rich when they finally said … “Thanks for nothing. for an investment newsletter … “P. If I can’t help you. my service costs you nothing. If I can.
short. I tend to overwrite key paragraphs. or write a key paragraph several different ways. Don’t let that left -brained party-pooper who lives inside you kill what could be a great idea before you’ve had time to fully develop it. you’ve learned something.Another weakness of mine: Excessive repetition. Breakthroughs are what make you rich.com . Explore every unbeaten path. you’ve made a breakthrough. Even if you later decide that it doesn’t work. And if it does work. Non-Rule #21: Break the rules! Never let the fact that a particular technique is frowned upon prevent you from using it. Second drafts are the perfect time to spot this needless repetition and condense several graphs into one.makepeacetotalpackage. punchy one. Follow every road that opens up before you as you write. www.
AVERAGE UNIT OF SALE: also. Example: If we spend $500 to mail 1000 pieces and get a 1% return that’s 10 customers – our Acquisition Cost is $50 per customer. active customers are defined as customers who have made a purchase in the preceding 12 months. ACTIVES: 1) Members or subscribers who have not yet expired. 2) Customers who have made purchases within a given time frame. BACK-END: The sale of additional products after a new customer has made his first purchase. ACQUISITION COST: The cost associated with generating a new customer.makepeacetotalpackage. Also abbreviated as “AUS.” this number is often used by marketers to gauge the effectiveness of copy in selling prospects on placing larger orders. Average Sale (AS) Total revenue divided by the number of orders generated by a promotion. BANGTAIL ENVELOPE: An envelope with an extended flap or extra flap containing the response device. ATTRITION: A reduction in response to a promotion or mail list due to repeated use. In many companies.Direct Marketing Glossary ACTION DEVICES: Copy planted throughout a direct mail package that urges the reader to respond immediately – typically by calling a toll-free telephone number or completing and returning the response device (order form). www.com .
direct marketers may also include fulfillment costs in the break-even calculation.com .BILL ENCLOSURE: Promotional material enclosed with a bill. each headline is mailed to a set number of names.makepeacetotalpackage. BURST: A graphic device often used next to photographs of products or premiums. BRE: Business Reply Envelope. When testing several headlines for example. BOUNCE BACK: A flyer or other promotional material designed for insertion into a package in which products are delivered. containing value or offer statements: “A $39 Value. BREAK-EVEN: The amount of revenue a promotion must generate in order to offset marketing costs. CODING: A series of letters and or numbers printed on response devices that tell the marketer which list and/or creative test cell generated each order. In some cases. COPY: The sales message used by direct response marketers to compel prospects to purchase their products and services. These names are referred to as a cell. www. BRC: Business Reply Card. BINGO CARD: Reply card inserted in a publication. an invoice or a statement. FREE!” CELL(S): A portion of a promotion used for testing purposes. Used by readers to request literature from companies whose products and services are either advertised or mentioned in editorial columns.
000 prospects has a CPM of $500/M ($500 per thousand). telephone number. credit card numbers. postage costs. COST PER THOUSAND (CPM): 1)Total cost of a promotion divided by how many thousands of impressions were made. CROSS-SELLING: Selling a promotion across the board to other demographic lists within the house.com . 2) CPM is also applied to components of total promotion cost. DE-DUPE: A process by which duplicate names are removed from a mail list prior to mailing. buying history. address.makepeacetotalpackage.COST PER INQUIRY (CPI): Total cost of a lead production promotion divided by the number of leads or inquiries generated. DATABASE MARKETING: Also known as House File Marketing. DATABASE: A collection of customer records containing vital information about each customer or prospect. printing costs. A mailing costing $100. such as mail list rental.” as names from all lists to be used are merged into one large file and then the duplicates are purged in order to cut postage costs. www. etc. COST PER ORDER (CPO): Total cost of promotion divided by the number of orders generated. De-duping is also called a “merge-purge. etc. CUSTOMER RECORD: A computerized record of a customer’s name.000 that mails to 200. Promotions that are sent to existing customers.
Doubling dates are used to predict the final result of each list and creative test cell in a mailing. www.makepeacetotalpackage. EXPIRE: A customer or subscriber who is no longer active. Marketers will also plant dummy names on competitors’ files in order to monitor how competitors are promoting to their customers as well as to see the promotions sent to the file by other list renters. EXCHANGE: An agreement between mailers to exchange an equal quantity of mailing list names. DOUBLING DATE: The date at which a marketer typically has received half of the total revenue a promotion will produce.com . thus enabling marketers to plan subsequent promotions more quickly. DIRECT MARKETING: Promotions that target a specific audience based upon demographic and/or psychographic traits. measurable response from recipients. income and sex in order to identify consumer markets. DIRECT RESPONSE MARKETING: Promotions that solicit an immediate.DEMOGRAPHIC: The characteristics of human populations and population segments that contain key facts such as age. Marketers will typically plant dummy or “seed” names on their own customer files to ensure that list renters are using the file in accordance with list rental agreements. DUMMY NAME: A name inserted into a mailing list that enables marketers to track how the list is being used. education. FULFILLMENT: The delivery of the product or service to the customer.
a direct mail campaign combined with a series of television commercials). metro area. INSERT: Promotional piece placed in an outgoing package or invoice. advertisements. Geographic selects may be by state.g. offers. inserting materials into envelopes.makepeacetotalpackage. HOUSE FILE: A mailing list containing records of all active customers. www. INBOUND TELEMARKETING: The process of handling incoming calls from customers or prospects. etc. city or zip code. INQUIRER: A prospect who has requested more information about a product or service. LETTERSHOP/MAILHOUSE: Company which performs the mechanical details involved with mailing including addressing. but pays for them in periodic installments. KEY CODE (KEY): Group of letters and/or numbers. imprinting.com . or other markings. used to measure the specific effectiveness of media. lists. INTEGRATED MARKETING: A combination of two or more forms of marketing used to sell a product or service (e. GUARANTEE: Typically a promise to refund a customer’s money if he or she is less than satisfied. expired customers and inquirers. county. INSTALLMENT BUYER: A person who has ordered goods or services. colors.GEOGRAPHIC: Selection or division of a mail list or other advertising medium along geographic lines. etc. collating.
LIST SELECTS: Processes of segregating smaller groups within a list. Typical list selects might be by sex. largest purchase. LIFT LETTER: Usually a smaller note or letter inserted with the main sales letter to emphasize a particular sales point. MATTE FINISH: Dull paper finish without gloss. www. May be expressed as total gross revenue or total net revenue.makepeacetotalpackage. etc.” NEGATIVE OPTION: A buying plan in which a club member or customer agrees to accept and pay for products or services announced in advance at regular intervals.LIFETIME VALUE: The total revenue a customer will generate for a company. not to ship. MERGE-PURGE: See “De-Dupe. The customers can stop the company shipping the products only if they notify them. geographic selects. MARGIN: The gross profit on sales derived by subtracting the cost of goods sold from gross revenue. or other selects based upon the amount customers have spent. MAIL ORDER BUYER: Someone who orders and pays for a product through the mail. MAIL DATE: The date a mailing is delivered to the post office for processing. MAIL PREFERENCE SCHEME (MPS): A service where consumers can request to have their names taken off or added to lists.com . within a reasonable time after announcement.
PACKAGE INSERT: Any promotional piece included in a mailed offer. If a large file has 100. as opposed to inbound telemarketing where the customer calls in first. pay for total names mailed after duplicates are eliminated).NESTING: Placing one enclosure within another before inserting them into a mailing envelope. NET NAME ARRANGEMENT: An agreement where the list owner agrees to accept adjusted payment for less than the total names shipped to the list user. guarantees. Can refer to an envelope containing several components or a self-mailer. www. or for products and services from other companies. length of subscription or membership.makepeacetotalpackage.000 of them. It may be for different products from the same company.g. discounts. OFFER: All of the factors included in the proposition being made to a prospect or customer – including price.000 names and a mailer wants to test only 20. PACKAGE: A direct mail promotion piece. quantity. etc. the list would be sorted by zip code and every fifth name would be selected for testing. OUTBOUND TELEMARKETING: Calls that are placed by a marketer. (e.com . free gifts. NTH NAME: Method of selecting names from a larger file to create a smaller but geographically similar file. NEW CUSTOMER ACQUISITION: Promotions designed to attract new customers. NIXIE: Undeliverable names on a mailing list.
PACKAGE TEST: A test of one or more elements of a promotion piece against another. PIGGY-BACK: An offer that hitches a free ride with another offer. POP-UNDER: A Web page appearing beneath a page being viewed. and buying patterns. etc. address or other information in the text of a promotion. PSYCHOGRAPHICS: While demographics describe objective facts about customers such as age. POSITIVE ACCEPTANCE STATEMENT: A recitation of a product’s most compelling benefits. PURGE: The process of removing duplicates and other unwanted names and addresses from a list or lists. often used at the beginning of response device copy or order form. marital status..makepeacetotalpackage. interests. www. which becomes visible as that page is closed. POP-UP: A Web page that pops up on top of the page a prospect is viewing. hobbies. POLY-BAG/POLY-WRAP/PLASTIC WRAP: See through plastic bag used instead of an envelope for mailing. educational level. PREMIUM: A free item offered to a potential buyer. PROSPECT: A potential buyer for a product or service who has yet to make a purchase. psychographics describe preferences. PERSONALIZATION: The use of the prospect’s name.com .
RFA: Acronym for Recency. RESPONSE RATE: Number of responses received as a percentage of the total number of advertising impressions or pieces mailed. for example to mail only to customers who have bought within the last 90 days (Recency). RETURN ON INVESTMENT (ROI): Total net profit of a promotion divided by the cost of the promotion. An ROI of 100% indicates that the mailer broke even. www. to continue it. Typical royalties vary between $10/M and $50/M. in relation to purchasing or other recorded activity.RECENCY: The latest recorded information about a company or customer on a customer list. A marketer may choose. ROYALTIES: A fee generally paid to give incentives to copywriters. See also “dummy”.com . based on number of direct mail packages mailed.makepeacetotalpackage. RFA codes are used to select small groups of buyers on a larger file. SEED: A name inserted deliberately into a list to monitor unauthorized list usage. have bought three times in the last year (Frequency) and who have spent a certain amount of money with the company or on each sale (Amount). RENEWAL: A subscription that has been renewed prior to it expiring or within six months after that date. Frequency and Amount. Rollouts are typically larger than the test mailing and include promotion to larger list segments or entire list universes. ROLLOUT: After testing a campaign.
SPLIT TEST: Representative samples from the same list. complaint. all of whom fit a single set of specifications. comment or other mail that does not contain a key code and therefore the test panel is not known.com . TELEMARKETING: Using telecommunications in sales and marketing efforts.SELF-MAILER: Any promotion that is mailed without a carrier envelope. WHITE MAIL: A response to a promotion. i. live stamp and individual (non corporate) return address. STATEMENT STUFFER: Printed piece inserted in an envelope carrying a customer’s statement of account. Also refers to an outbound mailing that is disguised to resemble personally addressed correspondence. Till forbid can also be abbreviated to “TF”. used for package tests. UNIVERSE: Total number of those who might be able to be included in a mailing list.makepeacetotalpackage. or to test homogeneity of the list.e. STEP UP: Special premiums used to get a mail order buyer to increase his unit of purchase. TEST PANEL: A term used to identify each of the parts or samples in a split test. TILL FORBID: An order by a customer which is to continue until the customer advises you to stop. www..
Kennedy Commonsense Direct and Digital Marketing – Drayton Bird How to Write Sales Letters that Sell – Drayton Bird Looking Out for #1 – Robert J. Jack Trout Reason Why Advertising – John E. Bly My Life in Advertising and Scientific Advertising – Claude Hopkins How to Write a Good Advertisement – Victor Schwab Robert Collier Letter Book – Robert Collier Positioning – Al Ries.com .makepeacetotalpackage.Recommended Reading Breakthrough Advertising – Gene Schwartz Successful Direct Marketing Methods – Bob Stone Reality in Advertising – Rosser Reeves Tested Advertising Methods – John Caples Ogilvy on Advertising – David Ogilvy Confessions of an Advertising Man – David Ogilvy The Copywriter’s Handbook – Robert W. Ringer Psychocybernetics – Maxwell Maltz www.
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