Came across these 3 videos from copywriting giant John Carlton.
Hopefully there will be a few more.
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Archives for September 2011
Brand Stretching…Is It Ever Smart?
Great cartoon on one of the greatest perils facing marketers…
Why is brand stretching and the related tactic of line extension so dangerous?
Well, basically it comes down to positioning.
A brand can only occupy ONE space in the mind of the consumer.
McDonalds means “hamburgers”…
…it can’t mean “pizza” as well (although, of course, they have tried).
Now, arguably a brand can stretch into related areas…
Better Website Conversion Tips – Part 12
Better Conversion Tip #12 – Use Takeaway Selling To Increase The Urgency
When you limit the supply of a product or service in some way (i.e. takeaway selling), basic economics dictates that the demand will rise. In other words, people will generally respond better to an offer if they believe the offer is about to become unavailable or restricted in some way.
And of course, the opposite is also true. If a prospect knows your product will be around whenever he needs it, there’s no need for them to act now. And when your ad is put aside by the prospect, the chance of closing the sale is greatly reduced.
It’s your job as a copywriter or marketer to get your prospect to buy, and buy now. Prevent procrastination!
Using scarcity to sell is a great way to accomplish that.
There are basically three types of takeaways:
1) Limiting the quantity
2) Limiting the time
3) Limiting the offer
In the first method…
Marketing With Video – The Amazing Slap Chop
Want some pointers to writing killer video sales letters?
Look no further than the infomercials on TV like this one promoting the incredible “Slap Chop”!
Has all the classic elements…
Marketing And Movie Trailers – The Debt
This trailer for the new thriller “The Debt” caught my eye…
I’m a big fan of Daniel Silva’s “Gabriel Allon” novels, so the Israeli angle grabbed my attention…
…along with an absolutely top-notch cast.
Let’s go through our trailer effectiveness review…
A – Attention
“We should never forget how young they were”.