YOU'RE ON THE OPERATING TABLE, AND THEY'VE OPENED YOU UP. GUESS WHO CALMLY WALKS OUT OF THE ROOM? (for this and lots more that hospitals don’t tell you…)
OMG. Does the above scenario strike fear into the core of your being?
Well, it’s supposed to. It’s the opening of a letter touting Boardroom’s “Bottom Line Yearbook” and it’s putting to use one of the seven key copy drivers — FEAR — to get you to act. In this case, to order a copy of the book.
Or how about this letter opener offering an heirloom-quality collector’s edition from Easton Press?
“I don’t have to tell you that the measure of a man or woman is not calculated in dollars and cents. It’s calibrated on a more finely tuned scale. Character. Education. Values. Taste. Excellence. Achievement. Experience. These are the traits, which set you apart. Which is why I am writing you today…”
Flattery will get you everywhere!
And flattery is another one of the key copy drivers that includes:
ANGER, GREED, GUILT, EXCLUSIVITY, SALVATION.
Denny Hatch’s important new book “The Secrets of Emotional, Hot-Button COPYWRITING” is about how to write copy. Not just any copy, but great copy. Copy that persuades people to change their behavior and either 1) order a product, 2) donate money to a cause, or 3) send for more information.
Whether you’re writing email campaigns or direct mail packages, if you employ one or more of the seven copy drivers — liberally sprinkled with the 12 power words (you • save • money • easy • guarantee • health • results • new • love • discovery • proven • safety) you can expect greater success (GREED).
Don’t miss out (FEAR) on the more than 50 examples, 120 illustrations, and Denny’s incomparable analysis that can take your marketing campaigns to new levels of ROI (SALVATION).
You get the idea (FLATTERY)!
’Til next time.