Another guest post from friend and copywriting ace Pete Godfrey.
This one is talking about one of the most important elements in your marketing…
…and that’s getting the attention of your audience in the first place.
Couple of notes about the article…
1) Pete talks about “The Collier Principle”. He explains it a little more in the article, but just to clarify, Robert Collier was one of the all-time copywriting greats. His book “The Robert Collier Letter Book” is essential reading for any serious copywriter.
2) Pete also mentions Matt Furey and Dan Kennedy. Dan should need no introduction, he’s one of the giants in the field today of direct response marketing and copywriting. Matt is a very successful marketer whose primary field is strength and fitness.
With that out of the way, over to Pete…
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How to Get Attention in a Cluttered Market: 3 Golden Copywriting Nuggets
Below, you’ll find 3 Copywriting nuggets you should use constantly to boost your bottom line. These 3 are all about getting attention, because that’s where you start. Use them.
Copywriting Nugget #1: The Collier Principle
As you know, it’s getting harder to get your prospect’s attention. Without attention, there are no sales. The clutter these days is mind boggling and it’s critical, absolutely critical you do not underestimate the difficulty of getting your market’s attention. Remember the old AIDA Formula.
A = Attention
I = Interest
D = Desire
A = Action
Without attention, there is no interest, there is no desire and there is defiantly no action (money in your bank). THIS IS CRITICAL! Too many folks I see are blasé about this; they don’t give this enough thought.
One way to get attention is by using the Collier principle. To paraphrase Collier…
“You must enter the conversation already going on inside your customer’s mind.”
To do this, you’ve got to clearly understand your market so you can get in there and bond with them, talk their language, and talk about things that concern them now.
Another way to use this technique is by tying in popular TV shows with your promotions (this acts like an anchor as well).
For example…
- A Day Spa could easily tie in that new show “10 Years Younger in 10 Days.”
- A Naturopath could use “What’s Good For You”
- Financial Planners “Deal or no Deal”
- Accountants “Are You Smarter Than a 5th Grader?”
- Dance schools “Australia’s Got Talent”
- And “Who Wants to be a Millionaire” could be used by just about everybody
Copywriting Nugget #2: What are you really selling?
Remember what you are really selling is not your “thing”… you’re selling the benefits of your “thing”… you are selling how you customers will feel once they experience the benefits of your “thing”. The examples I keep coming back to are Diets and Life Insurance because they perfectly sum up this nugget.
Diets: You are not selling diets but sexiness, confidence etc (how they will feel once they have lost the weight). Life Insurance: Not selling Life Insurance but peace of mind. I keep drumming this into you so you really get it; not just in your head but in your gut.
Let’s look at the headlines below…
“Learn How to Dance The Tango in 3 Easy Lessons!”
“Dance The Tango Like a Seasoned Pro & Be The Envy Of Friends & Family
in Just 3 Easy Lessons!”
The first headline assumes people what to learn something. The second headline targets the main benefit “Dance The Tango Like a Seasoned Pro… in Just 3 Easy Lessons!” PLUS it targets the real motivating force behind this buying decision “Be The Envy Of Friends & Family…”
You could even use the old Caples’ standby…
“They Laughed When I Said I Wanted to Dance The Tango…
But When I Started Dancing Like a Pro in 3 Easy Lessons…”
Copywriting Nugget #3: The Enemy in Common
This is a great way to bond with your prospect. You see, by using a common enemy, you connect with the prospect, and you’re seen as the saviour against these greedy foes. Plus, it really rattles their cages. Really stirs up the emotions that are already there. It’s a great way to break through the fog and get your prospect’s attention.
Example headline…
“How to Beat The Banks, Sack Your Landlord & Say Goodbye To The Uncertainty Of Renting…
Here’s The Quickest & Easiest Way To Own Your Own Home NOW!”
The prospects for this headline were renters… people unable to get a home loan. They were sick of renting, sick of greedy landlords taking their hard-earned money, and frustrated and angry at the banks for refusing them loans. This headline cuts right through the fog and narrows in on exactly what they are already thinking. Can you see how emotional this is? Have a think about your market. Is there an enemy in common that you can tie into what you provide?
I want to stress how powerful this click is when used correctly. It sets up an “us” against “them” scenario. It’s a great positioning tool as well.
For example:
- Matt Furey sells against the weight lifters.
- Dan Kennedy sells against ad agencies and wasted advertising dollars.
A good line to use is: “Secrets They Don’t Want You To Know.” Just insert your particular “they”.
RECAP OF PETE’S 3 COPYWRITING NUGGETS
1.Never underestimate the difficulty in getting attention
2. The Collier Principle.
3. Never forget what you are really selling.
4. The enemy in common builds an instant “us” against “them” mentality.
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With more than a decade of experience in the marketing arena, Pete Godfrey, AKA “The Wizard of Words”, has developed a keen eye as to what it takes to succeed in business. As one of Australia’s most successful and highest paid copywriters, Pete has the uncanny ability to turn the written word into money. That’s why clients stand in line and almost beg him to do their promotions. His client list contains many of the world’s savviest entrepreneurs including Mal Emery, Pat Mesiti, Tom Caraccio and Rowena Helps, Rick Otton, Daryl and Andrew Grant, Bill Zheng, Matt and Amanda Clarkson, Roberta Fadoul and many others. This “working class rebel made good” is also a copywriting trainer, having trained hundreds of budding copywriters including Bret Thomson, Bill Dimitrovski, Kevin Francis, Steve Plummer etc. Pete is a coach as well and coaches a small exclusive group of entrepreneurs in his $29,995 per year Private Wealth Group.
Pete also writes an offline, 12-page monthly newsletter called The Emotional Ad Writing & Marketing Letter (http://www.emotionaladwritingletter.com ) for Business Owners, Sales Professionals and Entrepreneurs. His irreverent style and no bullshit attitude offends some, attracts others. To see more on Pete and to get a FREE Bonus copy of his valuable report – “The Ultimate Copywriting & Marketing Secret” valued at a very real $99… go to his blog at http://www.petegodfrey.com