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Casual Articles - In Direct Mail Marketing Copywriting, Specifics Outsell Generalities
“Life is a movie and you’re the star, give it a happy ending.” Joan Rivers the actress and comedienne said that and it really applies to dealing with and coping with change in your organization and life. I learned about this as a Marine sniper in the jungles of Vietnam. I might have found myself there as part of the United States Marine Cor
Specific price: Not $14,599, but $14,615.
Specific workout: Exactly four minutes a day.
Specific thesis: “Over 92% of people who own exercise equipment and 88% of people who ow
First impressions can mean the difference between closing the deal of a lifetime or getting shot down in flames. When meeting with a client or a customer for the first time, or interviewing with your prospective employer, you have just a few minutes to make a first impression that determines the success or failure of your mission.
In direct response advertising and direct mail selling, as in life, specifics sell. Generalities don’t.
Consider, for example, a direct response ad that I have in front of me. I tore it from the May 2006 issue of Harper’s Magazine last night.
This ad faces an almost impossible sales challenge:
- The product it promotes is the ROM, a Range of Motion exercise machine that retails for $14,615—impossibly expensive
- The machine promises to give you the benefits of a complete physical workout in just four minutes—almost impossible to believe
- The manufacturer is selling a high-ticket item on paper and not in person—almost impossible to do
But I think the folks at ROMFAB in North Hollywood, California, know what they are doing. They are likely to sell plenty of these machines using their direct response ad because they pack it with specifics and not generalities. Consider . . .
Specific price: Not $14,599, but $14,615.
Specific workout: Exactly four minutes a day.
Specific thesis: “Over 92% of people who own exercise equipment and 88% of people who own
Catalogs are commonly used in the libraries. These catalogs are called the library catalogs. Library catalogs are full of information regarding the resources that can be found inside the library. The information contained in the catalogs is known as the bibliographic record. Now if you want to know the true essence of catalog, you have to u
This ad faces an almost impossible sales challenge:
- The product it promotes is the ROM, a Range of Motion exercise machine that retails for $14,615—impossibly expensive
- The machine promises to give you the benefits of a complete physical workout in just four minutes—almost impossible to believe
- The manufacturer is selling a high-ticket item on paper and not in person—almost impossible to do
But I think the folks at ROMFAB in North Hollywood, California, know what they are doing. They are likely to sell plenty of these machines using their direct response ad because they pack it with specifics and not generalities. Consider . . .
Specific price: Not $14,599, but $14,615.
Specific workout: Exactly four minutes a day.
Specific thesis: “Over 92% of people who own exercise equipment and 88% of people who ow
Job hunting has become a time consuming and frustrating process. You need to make the best use of your time and resources.Most job seekers start with the ads in the newspaper, sending in their CV to those that look the most promising. The fun begins when you get the call from a recruitment agency, you need to come in for an interview
But I think the folks at ROMFAB in North Hollywood, California, know what they are doing. They are likely to sell plenty of these machines using their direct response ad because they pack it with specifics and not generalities. Consider . . .
Specific price: Not $14,599, but $14,615.
Specific workout: Exactly four minutes a day.
Specific thesis: “Over 92% of people who own exercise equipment and 88% of people who ow
If you have a business, you know that advertising is essential to getting your name out there. The more familiar with your name people are the more value your name has, thus, the more value your product or service has in the minds of the consumer. However, advertising can be expensive, so business owners are always looking for ways to adv
But I think the folks at ROMFAB in North Hollywood, California, know what they are doing. They are likely to sell plenty of these machines using their direct response ad because they pack it with specifics and not generalities. Consider . . .
Specific price: Not $14,599, but $14,615.
Specific workout: Exactly four minutes a day.
Specific thesis: “Over 92% of people who own exercise equipment and 88% of people who ow
Most culinary schools today are still teaching their students how to compute the wrong food cost. Granted the math is right, but the dollars involved are hurting the bottom line of our restaurants. The problem arises from the separation of percentage points and dollars.Banks Use Dollars, not Percentage Points One thin
Specific price: Not $14,599, but $14,615.
Specific workout: Exactly four minutes a day.
Specific thesis: “Over 92% of people who own exercise equipment and 88% of people who own health club memberships do not exercise.” Hence the appeal of their exercise machine that requires only four minutes a day.
Specific proof: “Over 97% of people who rent the ROM for 30 days wind up buying it” (so it must deliver on its promise of a complete workout in four minutes).
Specific credentials: Not “award-winning,” but “Winner of the 1991 Popular Science Award for the ‘Best of What’s New’ in Leisure Products.” To be credible you must be specific.
More credentials: “Manufactured in California since 1990.”
Cost: Under 20 cents per use (the copy explains how they calculated that number).
Specific offer: Free DVD or video that demonstrates the product.
Specific call to action: Not “Visit our website for more information,” but “Order a free DVD or video from www.FastExercise.com or call (818) 787-6460.”
These specifics help ROMFAB sell an impossibly expensive exercise machine using direct response copy in a s
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