Once upon a time… a few years ago… I met a brilliant writer with the initials CW, who taught me about something she called “The Curse of Knowledge.”
If you’re not sure what the the Curse of Knowledge is, then it will be my extreme pleasure to share it with you, as it was once shared with me.
My friend CW explained it to me thus…
So I woke up this morning with another one of my “thoughts for the day”…
A few weeks ago, I shared an actionable tip that worked for one of my clients. If you were able to avail yourself of it, then that’s great… you’re welcome.
If not… well, not every idea works for everyone, no matter how great the idea (maybe the next one will suit you better?)
But this time around I’m dropping more of a philosophical postulation (whoa, there’s a couple of big words. I’m pretty sure I used them correctly?)
Anyway, this time I’m going to rant for a moment about something that’s near and dear to my heart, but gets disregarded too easily by many other marketers.
I’ll try to keep it short and sweet, because I understand that reading the ramblings of a madman is not for everyone.
And after you read my thoughts, feel free to agree with me (because I’m brilliant)… or add your own thoughts to the conversation (because you’re brilliant)… or lay down an alternate truth of your own (because you think I’m full of crap).
Whatever you decide to do, I’m sure it’ll be the right decision for you.
So that’s enough of an introduction. Here’s what I was thinking when I woke up this morning.
After 20 years in advertising…
OK, this next technique worked so well that it practically blew my mind when the numbers came in.
For those who are interested in conversion rate optimizing, I’m sure you’ll be able to appreciate the beauty of testing such a simple idea.
It may not work for everybody, because it’s somewhat product dependent. But if you can implement it (or anything like it) with your business, then I highly recommend you at least give it a try…
So I’ve been working with this guy for the past few months, trying to maximize profits from his website.
My new friend sells info products (books, audio programs, courses, personal coaching and the like) and we’ve been working on increasing the average sale per customer.
Of course we mixed and matched some various up-sell and cross-sell mechanisms, with a modicum of results.
But then one night I woke up around 2AM with an idea blazing through my mind (This kind of thing still happens to me more often then I’d like. Don’t get me wrong… I appreciate my subconscious helping out, but I’m getting older and I really need my beauty sleep)
Anyway, the next morning I presented the idea to my client. And now I’m sharing it here for your consideration, education, amusement, or just so you can slam me for sharing an idea that you already knew about (it’s your call what you decide to make of it).
This short, but powerful post is about what our main focus should always be when writing a sales piece .
I decided to write it because there was thread on one of the forums I sometimes visit, from someone who wanted advice on how to increase donations to her crowdfunding page.
One of the replies that came from a member of the forum contained the following passage…
[Quote]
In addition to the feedback you have already rec’d, my opinion for faster fund raising results is to refocus your campaign on the traffic that comes there, and of course, the SOURCE of this traffic and I think they are more interested in your goodies at the different levels.
Crowd fund raising investors, outside of family friends, want to see what is in it for them,
[End Quote]
^^^ I just want to say… That contains a brilliant bit of advice right there!!! ^^^
I’ve told people this, over and over (and over again). Sometimes they get it… More often, they don’t…
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OK, so over the past few days I’ve presented a couple examples of copywriting here, that I thought were pretty good.
Some of us liked the copy… some of us didn’t…
But hey, that’s one thing a discussion is about. While we may have different opinions, and we may not always agree… At least we can exchange ideas, and talk about something we’re all (hopefully) passionate about.
And as long as you agree with my opinion… then your opinion is a good one 🙂
(Whoa! Put the pitchforks away guys, I was only joking… Just tryin’ to add a little levity to the chat… jeez)
Anyway, I brought another one here for your enjoyment… entertainment… critique… and exuberation (I don’t know if that last one’s even a word? But if it’s not, it should be… cause it’s kinda fun to say).
Anyway, this next piece came in my mail a couple years ago. I saved it because I thought it was such a curious specimen, and a very bad example of direct mail copywriting
It’s from a car dealership, a couple towns over from where I live.
I remember trying to contact them, to find out what the response rate was for this piece? But all I was told, was that direct mail doesn’t work, and they were taking their marketing efforts elsewhere.
So I’m guessing it didn’t bring in a ton of business for them?
Now, as I’m sure you can tell, I have my own opinion of this (oh… let’s call it a sales letter), but what do you guys think of it?
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