Fill-In-the-Blank Headlines with Examples They Didn't Think I Could ________, but I Did. This headline works well for many reasons, including our natural tendency to root for the underdog. We're fascinated with stories of people who overcome great obstacles and others' ridicule to achieve success. When this headline refers to something you have thought about doing, but talked yourself out of, you'll want to know if the successful person shared your doubt or fear or handicap. Examples: They Laughed When I Sat Down at the Piano — but Not When I Started to Play! They Grinned When the Waiter Spoke to Me in French — but Their Laughter Changed to Amazement at My Reply! Who Else Wants ________? I like this type of headline because of its strong implication that a lot of other people know something the reader doesn't. Examples: Who Else Wants a Hollywood Actress' Figure? Who Else Needs an Extra Hour Every Day? How ________ Made Me ________ This headline introduces a first-person story. People love stories and are remarkably interested in other people. This headline structure seems to work best with dramatic differences. Examples: How a “Fool Stunt” Made Me a Star Salesman. How a Simple Idea Made Me “Plant Manager of the Year.” How Relocating to Tennessee Saved Our Company $1 Million a Year Are You ________? The question headline is used to grab attention by challenging, provoking, or arousing curiosity. Examples: Are You Ashamed of the Smells in Your House? Are You Prepared for the Next Stock Market Crash? How I ________ Very much like How ________ Made Me ________, this headline introduces a first-person story. The strength of the benefit at the end, obviously, controls its success. Examples: How I Raised Myself from Failure to Success in Selling. How I Retired at Age 40 — With a Guaranteed Income for Life.
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Collier understood and preached this swim-with-current-rather-than-against strategy. Do not arrive as an interruption or disruption, attempting to divert your reader's attention from the object it is focused on, fighting to interest him in something different from what he is already, at this moment, interested in. Instead, align yourself with the subjects already possessing his attention, the matters already garnering his interest, the self-talk conversation already occurring in his mind, and the conversations he is already having around the water-cooler at work or at the kitchen table at home with peers, friends, and family. About this, Collier wrote: “Study your reader first — your product second…. The reader of your letter wants certain things and the desire for them is, consciously or unconsciously, the dominant idea in his mind all the time. He is also engaged by the news or events or public conversations of the day. Put yourself in his place. If you were deep in discussion with a friend over some matter and a stranger came up and said: ‘Mister, I have a fine coat I want to sell you!’ — what would you do? The same thing happens when you approach a man by mail. He is in discussion with himself. If you just butt in, will you be welcome? How would you do it if approaching him and his friend in person? You'd listen and get the trend of the conversation. Then, when you chimed in, it would be with a remark on a related subject. Then you could gradually bring the talk around logically to the point you wanted to discuss. Study your reader. Know what interests him. Listen to the conversation he is already having with himself. Enter where he already is.” There are some obvious, perennially occurring attention dominators, such as seasons and holidays, and linking to these — regardless of whether your business naturally links or not — can be extremely helpful. You need not be a florist, jeweler, or restaurant to utilize Valentine's Day, for example. Beyond that, and deeper
Money doesn’t have a conscience. It’s paper. That’s all it is. It’s just paper. It’s not significantly different than the paper that’s in your book. It’s green and it’s got some kind of woven crap in it so that, theoretically, we can’t counterfeit it. But it’s paper. It doesn’t know if you’re a priest or a pornographer. Look, it’s paper. That’s all it is. Nothing less. It’s just paper. It doesn’t have a conscience, it doesn’t know what you are, doesn’t know what you do, doesn’t care. It just moves around. That’s all.
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Figure Out Why They Won't Respond People are damned contrary creatures! You present them with a perfectly good offer and they still don't respond — why not? I think it was Yogi Berra who said something along the lines of, “When people don't want to come to the ballpark, there ain't nothing that can keep 'em from not coming.
people, and pets. Always include a caption. Screen Tints — Use screen tints to draw attention to specific areas of copy. This gives the appearance of more than one color when doing one-color printing. Use light backgrounds for maximum readability. Short Words, Sentences, and Paragraphs — Short. Delivers. Punch. Short grabs attention, helps keep the reader reading, and effectively breaks up long copy. Sidebars — Sidebars help hold together — and differentiate — blocks of copy. They are excellent for case studies, testimonials, and product highlights. Simulated Hand-Drawn Doodles — A.k.a. CopyDoodles®. Simulated hand-drawn doodles help draw the reader's eyes to important areas of your copy, add variety and interest to the eye and brain, and create a more personal reading experience. Simulated Handwritten Margin Notes — These
How an Outsider Becomes an Insider Here's a letter I got from my Platinum Member, Jerry Jones, president of a direct marketing and coaching company providing services to dentists nationwide: “Back in 1997, after about two months of owning this business, I read the ‘10 Smart Questions’ in this chapter. The list exposed my biggest handicap in marketing to dentists: not being one of them. Because I'm not the customer in my niche, I have had to work hard at understanding what motivates them, keeps them awake at night, what the current desirable carrot is to them. Here are six things I do to stay in that frame of mind. And I'm apparently managing to do it, because I am frequently accused of being a dentist! I read every industry publication every month. I visit websites that host discussion forums for dentists. I subscribe to e-mail groups where only dentists communicate back and forth. I attend industry functions, conventions, seminars, and trade shows. I ‘play prospect’ with other product and service providers to dentists. I routinely ‘mastermind’ with dentists and with other marketers and vendors who provide services to the profession. I think this is so important that I even invested in three dental practices to get more firsthand understanding and to have laboratories to test my new strategies, ideas, direct-mail campaigns, and products.
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There are many different Sponsor Programs available including several that give you a competition-free exclusive position. Sponsors are needed for each hour for the phone banks; for the Interview Area, where guests are interviewed by celebrity hosts; for table banners; and much more. There are even a few 1 and 2 minute Video Presentation Opportunities (company exposure) available. In all cases, representatives of your firm come on the show for you, your people, and your products. We will also assist you every step of the way with your employee fundraising event or other promotion, to raise the funds for your sponsorship. There really is no good reason not to participate. As a sponsor, you'll be showing your concern for the community, in connection with a situation that, at one time or another, will affect over 35% of all families! Arthritis is one of the most common, frustrating, debilitating diseases. It is understandably of great concern to a great many people. Also, the Arthritis Foundation has an excellent track record in terms of appropriate use of funds for research and education (rather than organizational overhead). We believe that real cures for arthritis are just around the corner; you can help get us there! With our Telethon on Channel 10, we will benefit from their superior production capability, involvement of their popular celebrities, and advance promotional opportunities. Our Telethon will be on for several hours immediately before and again immediately after an NBA Basketball Game, which we believe will increase our viewership. And, of course, we're mixing our live, local show with a “feed” from the National Telethon, featuring major Hollywood entertainers. Everything points to our highest, most responsive viewership ever! You'll be in good company, too, with local and national sponsors like: Thrifty, Sears, Allstate, Greyhound, Prudential, and Procter & Gamble. To summarize, you have an opportunity to … Help a good, worthy cause Gain valuable TV ex
My “10 Smart Market Diagnosis and Profiling Questions” What keeps them awake at night, indigestion boiling up their esophagus, eyes open, staring at the ceiling? What are they afraid of? What are they angry about? Who are they angry at? What are their top three daily frustrations? What trends are occurring and will occur in their businesses or lives? What do they secretly, ardently desire most? Is there a built-in bias to the way they make decisions? (Example: engineers = exceptionally analytical) Do they have their own language? Who else is selling something similar to their product, and how? Who else has tried selling them something similar, and how has that effort failed?
Instead of trying to break par, a result we cannot control, we concentrate on putting a good swing on the ball, an action we can control. The distinction is crystal clear, surely, but it never ceases to amaze me that the same folks in my workshops who nod their heads in agreement with the golf analogy turn right around and announce that their goal in this negotiation is to sign the deal and collect the money. So I ask you again: Is this signing and collecting something you can actually control? What you can control is behavior and activity, what you cannot control is the result of this behavior and activity. “Think behavior, forget result.