Outrageous Advertising That's Outrageously Successful. Bill Glazer

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       Page #3 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.

      Once again, the handwriting itself, along with the copy, gives the letter tons of personality as well as personalized selling with hand-drawn arrows and asterisks and underlines and, well, writing. And of course, all of these wild, hand-drawn graphic messages are mixed beautifully with the specific message that you can save up to 70 percent on everything! And I name names of merchandise.

OUTRAGEOUS boost Never make the mistake of thinking that current customers know everything about your business just because they’ve patronized you in the past. Include your pertinent information in every ad you create.

      PAGE THREE - By the third page, the readers know why I am giving a sale, what is on sale, and for how much, but now I declare in huge bold handwritten print surrounded by big parentheses: (BUT THESE PRICES AREN’T GOOD ENOUGH FOR YOU!)

      And I proceed to again mention the “Shameless Bribe” coupons first referred to on page one. This time, I give the specifics of what they are about and how much can be saved. One coupon is even for a free pair of designer socks just for coming into the store.

      This free gift is called a premium, which can result in an increased response of as much as 30 percent. (For more, see chapter 8.)

      Much of this whole approach is to let the reader of this letter know that I, Bill Glazer, am talking to him or her as a person and not some random number or customer. “I mean it,” I wrote. “I want you to come in right now so I’m willing to give you ‘4 Shameless Bribes.’”

      What you are trying to accomplish is for the reader to feel like you are writing specifically to him or her. Making the letter personal is incredibly effective, but this third page offers one more essential element: a deadline. “Just come into the store before Sunday, July 15 …” You’ll learn more about deadlines and why you must always have one in chapter 5.

       Page #4 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 FOUR – The fourth page is a personal message again reminding the readers that Gage is Baltimore’s best men’s clothing store and that they are my preferred customers; not everyone is getting this letter about these incredible savings.

      I point the reader again to the “Shameless Bribe” coupons on the final page.

       Page #5 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 FIVE – This page includes information on the deadline as well as four hand-drawn coupons for savings on various types of merchandise—with deadlines.

      The idea of a “Shameless Bribe” was funny and eye-catching, and it fit perfectly at the end of this long letter that appears to be written in a rush but is actually planned and executed.

OUTRAGEOUS exercise Present your offers differently and people will take notice of them. So, develop three OUTRAGEOUS ways to present your offers as I did with my handwritten “Shameless Bribe” coupons. 1. 2. 3.

      translating to other media

      So now I had this wonderful letter that was generating results (more on that later) and I wanted to take advantage of what I had created out of an idea that I had swiped from a politician.

      So I looked outside of the direct mail media for other ways to reach my customers with this obviously successful approach. And from my five-page sales letter I created a one-page newspaper advertisement that featured the “Shameless Bribe” coupons.

      And then I also used this one-page creation as a fax that I sent out to the many customers who gave us their fax numbers. So this one OUTRAGEOUS creation translated into three media—all OUTRAGEOUSLY successful.

OUTRAGEOUS exercise Review your previous advertising for ideas that were successful. How can you use these ideas in other media?

      OUTRAGEOUS produces results from … EVERYONE

      As you saw in the preface, this five-page handwritten letter won the prestigious Multi-Media RAC Award at the 2002 Retail Advertising Conference.

      But winning an award doesn’t pay the bills. Money pays the bills, and this advertisement was my most successful ever. At my menswear stores, I had many successful campaigns. In fact, from 1996 to 2006 I delivered eighteen direct mail campaigns per year—each and every year. That totals 180 different campaigns. While most of them were successful, the five-page handwritten sales letter printed on yellow legal paper received the highest response of any of them.

      Who responded? Presidents of banks responded. Board members of Fortune 1000 companies showed up for our sale. Accountants responded; doctors responded; lawyers responded; and they came to our sale because they saw a piece of mail in their mailbox that could not be ignored.

      It looked handwritten. It looked important. So when the bank president/doctor/lawyer came home from work, his wife gave him an envelope and said (we were later told), “You’ve got to see this. It looks important.”

      And it was important, OUTRAGEOUSLY important!

      Now think about what I just said to you. People who you would normally think would not respond to five pages of UGLY handwriting responded. These are what we would normally categorize as educated, professional, affluent people, and they responded to a handwritten sales letter.

      Whenever I deliver a seminar and show many of my OUTRAGEOUS examples СКАЧАТЬ