Chapter Six: What's In It for Me? Flashcards
Know the purpose of your ad or marketing piece
*Communicate a special offer
*Share information and raise awareness
*Generate leads
p. 62
Bad
“Roses are red. Violets are blue. Come see us for your new hairdo.” <–Does not motivate customer to act.
What’s in it for me? working backwards
*Start by thinking of reasons why customers would not choose your product or service.
*Next, develop ways to convince them otherwise.
Use the Slap Test
*Stop: You need to be certain your ad or marketing piece makes the audience stop.
*Look/Listen: Once your audience has stopped, you need to make them want to look at your ad (i.e., read it or watch it) or listen to it. This is how they’ll get your message.
*Next, you need to convince your audience to act by calling you or visiting your store or website (i.e., follow your call to action).
*Purchase: Finally, you need to motivate your audience to purchase your product or service thereby boosting your sales and profits and helping you meet your return on investment goals.
Copy example
Twice-as-Nice Consignments:
“Twice-as-Nice Consignments has a wide selection of low-cost, high-quality clothing and home decor.”
VS.
“Don’t pay full price! Everything you’ll find at Twice-as-Nice Consignments passed our stringent good-as-new test. We sell only the finest quality clothing and home decor to meet the needs of the pickiest buyers.”
*catches attention
*appeals to desire to save money (emotional trigger)
*tells audience exactly what they get
Copy example
Cymbalta: “Depression hurts emotionally and physically. But you don’t have to.”
Summary of effective copywriting
Effective copywriting needs to specifically describe how the product or service will directly affect the target audience’s lives.
Caveat: Sometimes people have trouble separating themselves enough from the product or service to determine what customers are looking for. Don’t be surprised or offended if other people don’t want the same things.
