18003 WBKCS v3 - Lorman Education Services · 1. Each advertisement must make a proposition to the...

Copywriting:Unique Elements and Proven

Tips for Writing Powerful Copy

Presented By:

This manual was created for online viewing. State specific information in this manual is used for illustration and is an example only.

mail: P.O. Box 509 Eau Claire, WI 54702-0509 • telephone: 866-352-9539 • fax: 715-802-1131email: [email protected] • website: www.lorman.com • seminar id: 404168

Bob BlyBob Bly, Copywriter/Consultant

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Copywriting:Unique Elements and Proven Tips

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mail: P.O. Box 509 Eau Claire, WI 54702-0509 • telephone: 866-352-9539 • fax: 715-802-1131email: [email protected] • website: www.lorman.com • seminar id: 404168

Prepared By:Bob Bly

Bob Bly, Copywriter/Consultant

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WORLD’S BEST-KEPT COPYWRITING SECRETS

Presented By Robert W. Bly

www.bly.com

1

• The secret of the Big Promise.

• The USP: your product’s "reason for being.“

• The Secondary Promise.

• The secret of the 4 U’s.

• Understanding the buyer’s Core Complex with "BDF."

• The FAB pyramid of features and benefits.

• The 4 legs of the stool.

• The Motivating sequence.

• The secret of Abundant Proof.

• Tested copywriting formulas.

• 6 keys to irresistible offers.

WHAT WE WILL COVER TODAY:

World's Best-Kept Copywriting Secrets2

“Promise, large promise, is the soul of an advertisement.”

– Samuel Johnson

THE SECRET OF THE BIG PROMISE

“The basis of every great advertisement is a credible promise.”

– Kurt Vonnegut, Timequake (G.P. Putnam, 1997), p. 155


3


MAKE A BIGPROMISE.

“Promise, large promise, is the soul of an advertisement.”

– Samuel Johnson


BIG PROMISE –BIG PROOF!

4

1. Each advertisement must make a proposition to the consumer. Each advertisement must say to the reader: “Buy this product, and you will get this specific benefit.”

2. The proposition must be one that the competition either cannot, or does not, offer. It must be unique -- either a uniqueness of brand or a claim not otherwise made in that particular field.

3. The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.

THE USP(Unique Selling Proposition)

– Rosser Reeves, Reality in Advertising(Alfred A. Knopf, 1961)


WHAT’S THE USP?


5

WHICH PULLED BEST?

A

B

ATTENTION


• The danger of a Big Promise is that it may sound so fantastic that the reader does not believe it.

• In that case, use a “Secondary Promise.”

• The Secondary Promise is a lesser benefit that the product also delivers.

• Although not as large as the Big Promise, the Secondary Promise should be big enough so that, by itself, it is reason enough to order the product … yet small enough so that it is easily believed.

• This way, even if the reader is totally skeptical about the Big Promise, he can believe the Secondary Promise and order on that basis alone.

HAVE A SECONDARY PROMISE


6

THE SECONDARY PROMISE


The Big Promise

The Secondary Promise

• Urgent

• Unique

• Ultra-Specific

• Useful

THE 4 U’S

11 World's Best-Kept Copywriting Secrets

7

RATE EACH HEADLINE(1=weakest; 4=strongest)

“Free White Paper”

Urgent ……………………. [ ] 1 [ ] 2 [ ] 3 [ ] 4

Unique …………………… [ ] 1 [ ] 2 [ ] 3 [ ] 4

Ultra-Specific …………... [ ] 1 [ ] 2 [ ] 3 [ ] 4

Useful ……………………. [ ] 1 [ ] 2 [ ] 3 [ ] 4


RATE EACH HEADLINE(1=weakest; 4=strongest)

“Why Japanese Women Have Beautiful Skin”

Urgent ……………………. [ ] 1 [ ] 2 [ ] 3 [ ] 4

Unique …………………… [ ] 1 [ ] 2 [ ] 3 [ ] 4

Ultra-Specific …………... [ ] 1 [ ] 2 [ ] 3 [ ] 4

Useful ……………………. [ ] 1 [ ] 2 [ ] 3 [ ] 4


8

THE RULE OF 3 BENEFITS


BELIEFS, DESIRES, AND FEELINGS(BDF)

Product Prospect


9

Audience/Market:_________________________________________

1. ____________________________________________________

2. ____________________________________________________

3. ____________________________________________________

BELIEFS, DESIRES, AND FEELINGS


ADDRESSING THE CORE COMPLEX GENERATED A HUGE RESPONSE.


THE COMMUNICATION WORKSHOP

Important news for every systems professional who has ever felt like telling an end-user, “Go to hell…”

Dear IT Manager:

It’s ironic.

Today’s users demand to be treated as customers of IT.

Yet many systems professionals don’t have the customer service skills to make the relationship work.

Our training program, “Interpersonal Skills for IT Professionals,” solves that problem… by giving IT staff the skills they need to deal effectively with end-users and top management in today’s service-orient corporate environment.

Presented jointly by The Center for Technical Communication and The Communication Workshop – two leaders in teaching soft skills to technical professionals – “Interpersonal Skills for IT Professionals” quickly brings your team to a new level in listening, negotiating, team work, customer service, and other vital skills for communicating complex systems ideas and technical processes to managers and end users.

Many leading companies – including IBM, AT&T, Symbol Technologies, Price Waterhouse, Cigna, American Airlines, Lever Brothers, Barnett Technologies, First Union and Turner Broadcasting – count on us to help their technical professionals communicate more effectively and work more productively. You can too.

For more information, including an outline of our “Interpersonal Skills for IT Professionals” program, just complete and mail the enclosed reply card. Or call (516) 767-9590. You’ll be glad you did.

Sincerely,

Gary Blake, Ph.D., Director

P.S. Reply now and we’ll also send you a FREE copy of our new tip sheet. “The IT Professionals’ Guide to Improving Listening Skills.” It will help everyone in your department gain a quicker, more accurate understanding of what users want, while helping to transform your customers from uninitiated “end users” into “educated consumers” who are easier and more reasonable to deal with.

10

Appeal to OEMs, VARs, distributors, dealers, agents, engineers, designers, reps, technical evaluators, and other technical buyers.

Appeal to sophisticated and experienced users, middle managers, hobbyists, enthusiasts, experts, comparison shoppers, past buyers, professionals, frequent buyers, knowledgeable buyers.

Appeal to consumers, top-level executives, entrepreneurs, first-time buyers, end users, novices, current customers, prospects.

Appeal to consumers, unsophisticated buyers, casual users, "dreamers," opportunity seekers

What the Product is or has

A Feature Other Products Lack

What the Product Does

The "Benefit of the Benefit"

FEATURES & BENEFITS PYRAMID


FEATURES & BENEFITS OF A NO.2 PENCIL

Features BenefitsPencil is a wooden cylinder surrounding a graphite core.

Can be re-sharpened as often as you like to ensure clean, crisp writing.

One end is capped by a rubber eraser.

Convenient eraser lets you correct writing errors cleanly and quickly.

Eraser attached with metal band.Tight fitting band holds eraser snugly in place – no pencils ruined by eraser coming loose.

Pencil is 7½ inches long. 7½ inch graphite core ensures long writing life.Pencil is ¼ inch in diameter. Slender shape makes it easy to hold and comfortable to write with.

Pencil is No. 2. Graphite core is blended for just the right hardness – writes smoothly yet crisply.

Yellow exterior. Bright, attractive exterior – stands out in a pencil holder or drawer.

Sold by the dozen.Sold in convenient 12-pack so one stop to the store gives you enough pencils to last for months.

Also available in a box containing a gross.

Sold by the gross to accommodate the needs of business offices/schools at a substantial savings over retail.

Made in the U.S.A. A quality product. (Also, buying American-made strengthens U.S. economy.)


11

FOUR-LEGGED STOOL


FUTURE BENEFIT


12

CREDIBILITY


BIG IDEA


13

TRACK RECORD


• Attention

• Problem

• Solution

• Proof

• Action

MOTIVATING SEQUENCE


14

How to Save Time and Money WhenTroubleshooting and Designing Piping Systems.

Dear Engineer:

When the Harris Group, an engineering firm, had to model a piping system with300 nodes and a dozen pumps, they turned to PIPE-FLO software to help them do the jobbetter and faster.

“PIPE-FLO gave us a tool to simulate and troubleshoot the entire system,” saysTerry Gatlin, a mechanical engineer with Harris.

“We were able to find bottlenecks in the system we would never have found usingspreadsheets. I estimate we saved 150 hours on this project alone, enabling us to pay backthe cost of PIPE-FLO many times over in just the first application.”

Since 1982, more than 15,000 engineers have designed piping systems better andfaster using our proven software. And our new PIPE-FLO Version 7, with features likeautomatic import of data from manufacturers’ electronic pump catalogs, and expandedfluid tables, makes piping system design quicker and easier than ever.

You’ll like the familiar interface that looks like the PID diagrams you’re used toworking with. And you’ll love how PIPE-FLOW helps you optimize system design,eliminate bottlenecks, extend system life, improve reliability, and reduce pump size andenergy costs (see the enclosed brochure for details).

To download the PIPE-FLO demo version, go to www.eng-software.com/demonow. And if you decide to buy the software within the next 30 days, you’ll get 30 daysFREE Technical Support -- including free user training and problem-solving consultationon your current piping design project.

Once you experience the speed, power, and ease of use of PIPE-FLOW software,you’ll never go back to spreadsheets for piping system design and troubleshooting again.So click on www.eng-software.com/demo before your next piping job lands on yourdesk. You’ll be glad you did.

Sincerely,

Ray Hardy, Vice President of Engineering

P.S. Don’t want to download PIPE-FLO over the Internet? Ask for a free PIPE-FLO demo CD-ROM. Simply call toll-free 800-786-8545. Or complete and mail theenclosed reply card. Be sure to ask for our FREE PIPE-FLO video, white paper, and casestudy portfolio while you’re at it.

How to Save Time and Money WhenTroubleshooting and Designing Piping Systems.

Dear Engineer:

When the Harris Group, an engineering firm, had to model a piping system with300 nodes and a dozen pumps, they turned to PIPE-FLO software to help them do the jobbetter and faster.

“PIPE-FLO gave us a tool to simulate and troubleshoot the entire system,” saysTerry Gatlin, a mechanical engineer with Harris.

“We were able to find bottlenecks in the system we would never have found usingspreadsheets. I estimate we saved 150 hours on this project alone, enabling us to pay backthe cost of PIPE-FLO many times over in just the first application.”

Since 1982, more than 15,000 engineers have designed piping systems better andfaster using our proven software. And our new PIPE-FLO Version 7, with features likeautomatic import of data from manufacturers’ electronic pump catalogs, and expandedfluid tables, makes piping system design quicker and easier than ever.

You’ll like the familiar interface that looks like the PID diagrams you’re used toworking with. And you’ll love how PIPE-FLOW helps you optimize system design,eliminate bottlenecks, extend system life, improve reliability, and reduce pump size andenergy costs (see the enclosed brochure for details).

To download the PIPE-FLO demo version, go to www.eng-software.com/demonow. And if you decide to buy the software within the next 30 days, you’ll get 30 daysFREE Technical Support -- including free user training and problem-solving consultationon your current piping design project.

Once you experience the speed, power, and ease of use of PIPE-FLOW software,you’ll never go back to spreadsheets for piping system design and troubleshooting again.So click on www.eng-software.com/demo before your next piping job lands on yourdesk. You’ll be glad you did.

Sincerely,

Ray Hardy, Vice President of Engineering

P.S. Don’t want to download PIPE-FLO over the Internet? Ask for a free PIPE-FLO demo CD-ROM. Simply call toll-free 800-786-8545. Or complete and mail theenclosed reply card. Be sure to ask for our FREE PIPE-FLO video, white paper, and casestudy portfolio while you’re at it.

MOTIVATING SEQUENCEIN ACTION

Solution

Attention


Problem

Proof

Call to action

Response = ƒ(Offer)

• High Perceived Value

• Unique

• Relevant

• Desired

• Easy

• Risk-Free

OFFERS

27 World's Best-Kept Copywriting Secrets

15

POSITION PART OF YOUR PRODUCT AS A PREMIUM.


HAVE A“PREMIUM PAGE”


Quick-Response Bonus

16

DETERMINING COPY LENGTH

Long Copy Medium Copy

Medium Copy Short Copy

High

Low

Involvement

Audience: ___________________

Product: _____________________

High LowEmotion


ABUNDANT PROOF


17

• Testimonials

• Case Studies

• Years in Business

• Number of Customers

• Customer List

• Customer Names

• FAQs

• Demos/Free Trials

• Screen Shots

• Bio’s

PROOF

• Number of Units Sold

• Benchmark Test Performance

• Method of Operation

• Features

• Publicity

• Reviews

• Video

• Facsimiles

• Awards

• Advisory Boards


• AIDA

• 4 C’’s (clear compelling, consice, credible)

• 4 U’s

• 4 P’s (promise, picture, proof, push)

• FAB

• Quest (qualify, understand, educate, stimulate, transition)

• MAD-FU

• SELWAB

• USP

• Star-Chain-Hook

TESTED COPY FORMULAS


18

USE A “POSITIONING METAPHOR”

Metaphor: “It’s the Rolls-Royce of __________.”

Simile: “It’s like the Rolls-Royce of ___________.”


TRANSUBSTANTIATION


19

TRANSUBSTANTIATION


SPIN REALITY WITH . . .

Or a Statistic


An Image…

20

• Pre-owned vehicles

• Who wants a fruit cake?

WHAT’S IN A NAME?


THE “I’M A DUMMY” TECHNIQUE


21

BE SPECIFIC


USE A GIMMICK


22

OFFER A MONEY-BACK GUARANTEE


GIVE SCIENTIFIC PROOF(“False Logic”)


23

• The secret of the Big Promise.

• The USP: your product’s "reason for being.“

• The Secondary Promise.

• The secret of the 4 U’s.

• Understanding the buyer’s Core Complex with "BDF."

• The FAB pyramid of features and benefits.

• The 4 legs of the stool.

• The Motivating sequence.

• The secret of Abundant Proof.

• Tested copywriting formulas.

• 6 keys to irresistible offers.

WHAT WE COVERED TODAY:


THANK YOUSubscribe To “Bob Bly’s Direct Response Letter” at www.bly.com/reports

24

18003 WBKCS v3 - Lorman Education Services · 1. Each advertisement must make a proposition to the...

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