Denny's Zinger: A Single Line of Copy Can Be a Deal Killer
I adore magicians and always have. Orson Welles; Lance Burton in Las Vegas; Siegfried & Roy and their gorgeous white tigers at the Mirage; Ricky Jay at the Library Company in Philly; David Copperfield on Broadway. All mesmerizing.
When eight performances of The Illusionists with seven magicians were heralded as coming to the Academy of Music in Philly, I waited eagerly for the review. I was poised to order tickets.
One line in the review was the deal killer:
"...and since he favors gross-out bits such as pulling dental floss through his eye socket..."
Bob Hacker's Challenge
Seattle's direct marketing guru was called by a small private practice of ophthalmologists whose specialty was radial keratotomy—curing nearsightedness by surgery.
Hacker took a new young hire along to watch him sell.
The reason they were there, the doctors said, was they made some copy changes in their promotional brochure and it pulled zero responses.
"Lemme see the piece," Hacker said. He scanned the copy and said, I can redo this and guarantee you a one percent response or my services are free. They shook hands on it and left.
When they got to the parking lot, Hacker's young assistant said, "Bob! How can you guarantee anything without testing? This goes against everything I ever learned about direct marketing!"
Hacker pointed to a line of copy in the brochure:
"What's more, when we cut into your eye it doesn't hurt nearly as much as you think it will."
Denny Hatch's new book is WRITE EVERYTHING RIGHT!
***** Five Stars "A lifetime of insights on effective writing from direct marketing guru Denny Hatch. Blending psychological insights into how and why people respond to messages with actual examples of persuasive writing that achieved the desired results. Thanks for an entertaining read, St. Denny." —Amazon.com
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