writing a direct response offer and message
TRANSCRIPT
offer and message
a science and an art
Science: ResearchArt: Creativity
satisfy needsemotional and logical
characteristics
Believability
Involvement (avoid glaze over)
Creativity (think exclusivity)
Logical fit w/ business, theme + response
popular offersDecide on attractiveness of the offer (what can you reasonably afford?)Ways to express discount (in pods, come up with ways to express discount for restaurant write on board)One year of Sports Illustrated for only $12(regular $24 per annum/12 issues)Only $1 per issueHalf priceSix issues freeSave $12Save 50%
Free gift with purchase and Other free offers
Discount offers
Sale offers (discount explained)
Sample offers
Guarantee offers (money back if you dont get a job!)
Sweepstakes offers
Handout of 100 other offers
message tipsThe Message
The goal of EVERY word you write: RESPONSEWhat am I selling? To whom? What do I want them to do???
TipsYOU focusHeadlines / Body copyKey words (Free, You, How, Now, Why, Today, Save, Why, At last, Limited)Colorful vocabularyBenefits vs. featuresNarrativeLong form vs. short
(AiDA from Frank Get attention, Develop interest, Reduce resistant, call for action)
HINTS:Dont give too much awayExploit peoples natural curiosity and egoAvoid let down effect
emotional
Emotional Appeal
Logical appeal
Moral appeal
Teaser approach
Benefits focus
Customer can gain / become / avoid something
People can save (more than money)
Negative appeal (product as hero)
Urgency appeal
Competitive differences
Ask a question
Show empathy
Long-form copy (more than 25 words on an envelope to attract attention)
logical
moral
tease
benefits
customer can
save
negative appeal
urgency
competition
question
empathy
long-form
What's this?
Give it a Try: Pull technique out of one hat, pull product out of one hat. And come up with a message for that product. Submit to Lindsey.
the messagethe offerthe call to actiontermsappeal
Message Includes:Terms of whats being promoted (the product)SOLID request for responseCorresponding offerAppeal
13/02/13
Click to edit the title text formatClick to edit Master title style
13/02/13