Outrageous Advertising That's Outrageously Successful. Bill Glazer
Чтение книги онлайн.
Читать онлайн книгу Outrageous Advertising That's Outrageously Successful - Bill Glazer страница 7
Название: Outrageous Advertising That's Outrageously Successful
Автор: Bill Glazer
Издательство: Ingram
Жанр: Маркетинг, PR, реклама
isbn: 9780982379394
isbn:
This is about taking the OUTRAGEOUS path and getting noticed.
OUTRAGEOUS doesn’t always mean getting wild like me in a straitjacket. It can be as simple as changing the font in a letter you send off to prospective customers so that it looks like you wrote it with your own hand.
By the way, if you’re wondering how to get your picture taken in a straitjacket, it’s not as hard as you think. The first time I did it, I just rented one from a local costume store and had one of our staff take my picture with a digital camera. The one that you see on the cover was actually taken by a professional photographer in Dallas, Texas. (Douglas Bryan is a professional photographer who specializes in OUTRAGEOUS shots, including placing you in a straitjacket. He can be reached at (972) 642-2842 or through his web site www.bryanphotography.com.
the path less traveled, think differently
The first mass-produced handwritten sales pitch I’d ever seen was a letter that was sent out by Dan Kennedy. He first saw this tactic used in a letter written by political candidate Ron Paul. As soon as I saw it, I knew that it was something different, and I’ve always looked for ways that others have used to cut through the clutter (see chapter 10).
It’s not easy. The clutter of advertising messages can be overwhelming, but you must cut through it and understand that of the three possible answers—yes, maybe, or no—you have the best chance of getting a “yes” or “maybe” if you do something OUTRAGEOUS enough to get noticed. So I decided to try it at my retail store, Gage Menswear.
Handwrite a letter to my customers? OUTRAGEOUS!
But mine was more than just handwritten; it appeared spontaneous with big letters and small, wildly drawn parentheses, scratch-outs, and hand-drawn arrows pointing to a side note. And it was on yellow legal pad paper. Plus, get this—it was five pages!
C’mon! No one sends out a five-page handwritten sales letter. No one! I mean, who would read it?
Well, it turned out that lots of people read it. But more on the results later. First, take a look at the letter.
As you can see, there is a lot of copy in a five-page handwritten sales letter. But here’s the thing: it’s not blah, blah copy; it all serves a purpose. And if you study the letter, you will see there is even more. I will summarize the approach.
OUTRAGEOUS yet systematic
This approach was not simply OUTRAGEOUS. There was madness, sure. But there was definitely a method to my madness.
I am about to give you an outline of the five pages. You can certainly see the progression and, in fact, the elements of OUTRAGEOUS advertising, which you will learn in detail in chapter 5.
|
|
OUTRAGEOUS resource City Print specializes in printing on legal pads. To contact City Print, call 1-866-907-1222 or visit http://www.cityprintusa.com. |
Page #1 of Bill Glazer’s award-winning five-page handwritten sales letter written on a yellow legal pad. You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.
PAGE ONE - The first page, as you can see, introduces that a sale is going on, why I am writing the letter, and that the recipient of the letter is a preferred customer. I also note that the business is in a tough cycle and I need to do something drastic to reduce inventory before the new stuff arrives.
“Reason why” copy is critical for results. The response goes way up when you give the recipient a reason why you are making him or her an offer, and it is best relayed in the form of a story, as I did on page one of this letter.
That’s right; everyone needs to know the reason you are doing something. What have we all heard about a free lunch? There’s no such thing! No one believes in a deal that’s too good to be true. So I gave the readers a reason why I was making what was about to be a tremendous offer and a reason why they were receiving a handwritten letter from me. (And in a side note on page one, I refer to “Shameless Bribe” coupons on page five of the letter.)
In fact, all great copywriters and marketers often use stories. People like hearing stories. It’s because we were raised on stories. Our parents and relatives told us stories when we were children growing up, so we were trained to listen to stories.
So there you go. On that first page, I gave “reason why” copy in the form of a story.
|
|
OUTRAGEOUS exercise Develop your business story. • Why should people utilize your products or services? • Develop a main story. • Think of three others you can use for a particular offer or promotion or event. |
Page #2 of Bill Glazer’s award-winning five-page handwritten sales letter written on a yellow legal pad. You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.
PAGE TWO – The second page provides details of the offer—all the pertinent information. How much will I save? What’s on sale? What brands? What categories?
Pertinent information is another key element when you are developing an advertisement. Just think about it. If you left out just one piece of pertinent information, it could make the difference (and often does) as to whether someone responds to you or not.
For example, let’s say you are a dentist and you forget to list your phone number. How are potential or current patients going to call you to make an appointment?
Heck, I even know one company that forgot to put their name on their advertisement. I guess they’re still waiting for someone to call.
|
|
OUTRAGEOUS exercise
List the pertinent information that prospects or customers would require in order to help them make a decision whether to respond to your advertising or not. Here’s a partial list to consider:
• Name of the business
СКАЧАТЬ
|