Quote:
Originally Posted by trevord92
Nice points.
I'd definitely agree that it's not salesmanship, it's a different (and kind-of) related skillset.
Apart from anything else, direct mail and web copy are very one sided - there's no way to figure out the reasons don't buy which I guess is why even 2% is profitable although higher rates are definitely possible.
Grab attention - yes, but in a way that isn't in your face. You could be offering me $100 free but chances are I'd have clicked the "X" or "close" button before I even read that far. And even if I did read that far I'd be trying to work out what the scam was.
|
Only those people who sell copy writing courses, or those who fall for the copy which turned them into a wannabee copywriter...believe it is the Holy Grail or Magic Bullet to increasing sales. It can be, at times, but mostly it is just one part of a marketing process.
One OLD time formula for selling more of your wares, and has withstood the test of time is the old NPGS or Net Profits Generator System.
The NPGS has four parts.
Prospect
Product
Promotion
Media
With tens of millions of dollars spent on testing and advertising and carefully tracking every variation...these four parts are still equally important.
A perfect score of 10 (on a one to 10 scale) in each of these four areas gives you the best opportunity to make a success.
If any one of the four is weak, then the overall performance is going to fall flat, or flatter than it need to.
Today's schools of copywriting, those Diploma Mills, hammer away on the singular importance of the words, as if they truly are magical and mystical.
Sure, some adjustments, tweaks, or even just the moving of a few words around, could and might impact response, but it doesn't get tested beyond the single significant increase...in other words, no one goes back and retests the first against the new which is pulling twice the amount. Why would they?
But, the increase could just as likely be a timing issue, or a traffic issue.
Where is the PROSPECT meeting the PROMOTION? Where is this INTERSECTION?
QVC increased response rates through the roof with Easy Payments. And with Lori Greiner attached to it, the celebrity bump could also account for an increased response rate. QVC and HSN come closest to being Salesmanship because of the interaction (one sided as it might be) when people call in and ask questions or make comments.
The Intersection of the Prospect/Promotion is determined by where this target person can be found, or what MEDIA will be used.
QVC may send out mail pieces to existing customers, BUT, their very well defined target is known to be in front of the TV, and then WHEN to run certain kinds of stuff, has also been data honed to the fine art which makes QVC so successful.
I marvel, hmmm, no...I'm befuddled or flabberghasted (maybe)...
no, I'm MIFFED
at these new copywriters who beg people to help them find clients. AND, don't understand why they don't use their supposed newly acquired skills to write copy and get it in front of the decision makers.
It would be like someone who sells bullets asking where the gun owners are.
Sure, writing copy is a skill and an art, but it is part of business and when you look at what makes a business successful, you'll see in every single instance (over the long haul)...the business knows how and where to set up the Intersection and control the encounter.
Now, I'm selling delicious, nutritious, healthy Kale and Spinach filled cookies, where do I find customers? OH, never mind, I'll hire me some new copywriter who can make them fly off the shelf with his newly printed diploma hanging over his desk.
Gordon
PS. The NPGS formula was developed over 40 years ago by Ben Suarez and has been used by three 100 million dollar companies to sell BILLIONS of dollars of products. Gee, I wonder what an NLP certified copywriter could have done for them?