One Powerful Copy Tactic to Test
Searching for a different creative platform to test for your product or service? One that has worked well for various Kiplinger newsletters is the concept that the product is “too powerful” for the average person, says Denise Elliott, vice president of sales and marketing, Kiplinger, publisher of investment newsletters, magazines and guides. Elliott offered this idea during List Vision’s “50 DM Tips in 50 Minutes” session, moderated by direct marketing and circulation expert Stuart Jordan.
According to Elliott, this message strategy challenges recipients to respond not only so they can assert that they are not “average” but also so recipients can ensure they are getting what sounds to be one of the best products on the market. Of course, it helps to have a strong brand name like Kiplinger to back up such a copy position, but it’s not a requirement for success.