Scientific Advertising: Your Wish Is My Sale
How to Spot Selfish Brands:
Their writers never write about you. Or, they write about their brand first and you last. They offer solutions to problems without mentioning you at all. They assume you’ll respond to their brand name without connecting who they are to who you are. They’ll talk about great features and never mention how these features may improve your life; I surmise that sweetening your life doesn’t motivate them.
Here’s a reprimand to selfish brands from Bob Bly’s book on copywriting: “Maintaining a dignified image or getting people to remember your message is not important.” Rather, it’s what you give to people that snatches their attention.
Let Them Eat Cake, Lots of It ...
These are some of Bly’s suggestions: “Offer a premium — a gift to prospects who respond to the mailing. The premium should be something that they want, and it should relate to the product or the offer.” Yes, he’s talking about direct mail. But this goes for all business whether in print or digital. Back in 1923 we already learned from Hopkins the way to a person’s heart is through...heart.
You get the key by offering service.