Sales Focused Copywriting For Direct Response Marketers Who Want More Clients...More Sales...More Cash In The Bank!
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…
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…
October is approaching…
…and probably the stand-out event from a marketing perspective is (frighteningly) Halloween!
Skimming through some (very old) back issues of the Dan Kennedy newsletter, came across these pieces of copy that are applicable to a wide range of businesses and marketing situations…
“It’s Scary What You Are Missing!”
“Now a spooktacular, very limited time, opportunity”
“Terrifyingly scary profits coming your way…”
…and so on.
With lines like this, Halloween gives you the opportunity to riff on the “Fear of loss” theme in your copy and ads…
…along with having a lit bit of fun and standing out from the crowd.
Halloween falls on October 31, of course.
Other events in Australia…
Oct 1 – AFL Grand Final Day!
Oct 3 – Labour Day (ACT, NSW, SA)
Oct 24 – United Nations Day
Oct 28 – Queens Birthday (WA)
In Sydney, the Crave International Food Festival runs for the whole month of October (yum!).
Elsewhere around the world…
…”Thank You” for the gift…
…BUT go and read Chapter 13 of “Scientific Advertising” IMMEDIATELY!
End of memo.
This was prompted by the receipt in my mail box today of a very nice-looking small package from the tea company Twinings (of London).
Now I certainly noticed the slightly bulky package amongst the mail…
…a reminder of the effectiveness of “lumpy mail” in getting attention.
And as a tea drinker, I appreciate the gift of 8 tea bags…
…2 each of 4 of the Twinings blends…
…and I’m enjoying a cup of “Chai” as I write this.
BUT…
This caught my eye today…
“Last of the legendary Delta bluesmen”
…noting the passing on to the great gig in the sky of bluesman David “Honeyboy” Edwards.
I confess I had never heard of Mr Edwards until today…
…but like many rock fans have acquired an interest in the blues over the years.
The mystique of the Delta bluesmen continues to exert a fascination.
One of the greatest was the truly legendary Robert Johnson…
…and part of “Honeyboy” Edwards’ claim to fame is that not only did he play with Johnson…
…but was there the night the “King of the Delta Blues Singers” was poisoned in a Mississippi juke joint in 1938.
Great article that includes a timeless marketing lesson…