Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

4 Steps to Using the Seven Copy Drivers

July 7, 2010 By Ethan Boldt
In his recently released book, "The Secrets of Emotional, HOT-Button Copywriting"—published by DirectMarketingIQ, the research division of the Target Marketing Group—direct marketing consultant Denny Hatch shows that, in order to change a prospect's behavior, it's imperative to use one (or more) of the seven key copy drivers identified by two of the greatest direct marketing gurus, Swedish entrepreneur Axel Andersson and direct marketing agency founder Bob Hacker.

The seven key copy drivers are:
  1. Fear
  2. Greed
  3. Guilt
  4. Anger
  5. Exclusivity
  6. Salvation
  7. Flattery

Drawing from the Who's Mailing What! Archive, which contains information about more than 200,000 mailings going back over 20 years in more than 200 categories, Hatch sorted through a collection of nearly 1,100 Grand Controls (defined by the Archive as packages that have been mailed for three or more consecutive years).

From "The Secrets of Emotional, HOT-Button Copywriting," here are four ways to leverage copy drivers. Hatch writes:

1. Become an expert in the thing you are selling. Study it. Work with it. Play with it. Think about it. If it’s a book, read it and make lots of notes.

2. Determine the Unique Selling Proposition—the USP. The key to marketing success is the USP—the one thing that makes a product or service stand out and be different from the competition. It might be price. It might be service. It might be exclusivity. It might be something else.

One way to determine the USP is to list all the features of your product or service. Then turn those features into benefits (what this aspect of the product or service will do for you). Rank the benefits in importance. The top benefit becomes your USP.

A product or service can have more than one USP—but not too many more.

3. Once you have figured out the USP, you can come up with the copy drivers that will best bring response.
“Go for points of maximum anxiety,” said Bill Bonner, founder of Agora Publishing, “that lurking fear that keeps the reader wide awake at 3:00 a.m.”

4. Liberally sprinkle your copy with the 12 most powerful, most evocative words in the English language: you – save – money – easy – guarantee – health – results – new – love – discovery – proven – safety.


 

SPONSORED CONTENT

MORE ON DIRECT MAIL & POSTAL >>

FROM THE BOOKSTORE

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy.  Mobile Marketing How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy. ...

ORDER NOW

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as:  What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions are not accountable? How to calculate how much you can afford to spend to acquire a customer or make a sale. And how can you calculate the customer’s lifetime value? How to understand the relative economics between customer acquisition, retention and CRM. How to measure the funnel process and which improvements will have the most impact.Your download of this book will also include model templates that you can use to immediately calculate and increase profitability for all your marketing efforts.  Profiting from the Magic of Marketing Metrics

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as: What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: