Can Kill Your Sales
True 'killer' ad copy is advertising that sells products, and lots of them. But somewhere along the line the meaning got twisted until people think it means having a slick, hypey 'advertisement'. - And that's not what it means. To most people, "killer" ad copy means selling like a Ginsu Knife commercial:
". . . But wait, there's more! It slices! It dices! It . . ."
That's not it at all! A good sales letter has to build a rapport with the reader. It has to be more like a letter to a friend than a sales pitch. When you figure out exactly how to do it, you can make a bundle.
Let me tell you how I learned that lesson. Quite a few years back, I decided to try and put together the 'ultimate' financial information product. I gathered valuable information on virtually every useful and little-known method for saving and making money that I could find, and after about a month of work I had put together what I considered to be the 'ultimate' product.
I turned around and wrote what could only be considered a 'killer' advertisement for it, and I really let loose. Every paragraph featured another benefit. I made very strong claims, was enthusiastic, and gave an iron-clad no-risk guarantee. (In fact, I even tried a DOUBLE your money back guarantee.)
Once I put out my ad, I knew it was the best sales letter I'd ever written. Why? Because people who read it actually emailed me to tell me it was the best ad they'd ever read! Some even asked me if I'd help write ads for their products! Others contacted me to tell me that they were going to order just for the pure sake of seeing this dynamite product that I was 'hyping'! To put it mildly . . .
I Was Ecstatic
But then something strange happened: No one ordered. Even the people who said they were going to just out of curiosity because my ad was so 'killer'. What went wrong? My 'killer' advertisement had NO me-to-you quality, no 'letter-to-a-friend' feel. The fact that people went out of their way to tell me it was the best ad they'd ever read proved the fact the it was too obviously an ad, and too obviously trying to sell them on something. People don't buy clever ads, they buy what they perceive as solutions to their problems.
HERE'S WHAT I DID TO FIX IT
I picked a main feature of my product and calmly, rationally, and confidently explained (in letter form) just how well my product could solve their problem. I then expanded the description to include the other benefits in my package, and by the time I was done I had a very sincere letter describing exactly how my product could help.
GUESS WHAT HAPPENED?
* Nobody emailed me to say it was
the best ad they'd ever read :-(
-- But what DID happen is that they bought the product in droves! :-) It may not have even been perceived by many as an 'ad', let alone a 'killer ad'.
Riding that fine line between enthusiasm and hype is the key. It might even help to picture a specific person that you are writing to.
If you wanted to convince your Aunt
Erma that she should buy this product because it would help her, you might
say something like:
Once again, the idea is that it is less of an ad than it is a letter to a friend. I think you'll agree that it's a lot more effective and convincing than a generic 'pitch'. Use this technique and watch your sales soar!
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