Mass Market VS Sophisticated Market – CONSULTING

[Dien Rice]

Originally Posted by Dien Rice

Hi Gordon,

Your post reminded me of something...

Somewhere deep in the pages of one of the direct response marketing books I have, I remember reading...

This person said the OFFER is the most important part (if I remember right)...

If you want to dramatically increase your response - improve your OFFER...

All the other copywriting and persuasion elements do increase conversion, and can even mean the difference between success or failure...

But - at least according to this author - the actual offer is the most important element...

(I think he's probably right...)

Best wishes,

Dien

P.S. The offer means, what do they actually get, and for how much? The guarantee and any future support can also be part of the offer...

Hi Gordon,

The book I was thinking about was "Direct Marketing Success: What Works and Why" by Freeman F. Gosden, Jr...

In that book, he talks about the "40-40-20 Rule"...

To summarize, this "rule" says the success or failure of your direct marketing is due to...

40% - The Audience (i.e. the list)

40% - Who you are, your product or service, the offer

20% - Creative, format, postal

Among Richard Benson's 31 Secrets of Successful Direct Mail are...

"23. Lists are the most important ingredient to the success of a promotional
mailing.

"24. The offer is the second most important ingredient of direct mail."

http://www.nmoa.org/articles/dmnews/...sonsecrets.htm

However, Denny Hatch apparently estimates 40-40-20 is wrong, and that it's more...

"70% offer, 10% list, 20% creative for internet direct marketing..."

https://donnie-bryant.com/blog/chang...esponse-offer/

Then there's Axel Andersson's saying,

“If you want to dramatically increase your response, dramatically improve your offer.” – Axel Andersson

(Axel Andersson is a direct response marketer who's been cited often by Denny Hatch, and who provided 6 out of the 7 "Emotional Hot Buttons" Denny Hatch has written about...)

So - I think you're right!

Copy is overrated...

Yet is still important!

Best wishes,

Dien

[GordonJ]

You KNOW. You've been there. In the chair where copywriting is THE essential thing, BECAUSE, the offers needed to be sold.

Ever since Copywriting has become a Biz-Op, it is, of course, hyped and hawked as THE most important skill to have. But I again assert, there are more products, more easily sold, because copy isn't necessary.

So, sure...selling newsletters, make money courses, Internet Marketing and all of that stuff, good copy is needed.

As an Entrepreneur, I have ALWAYS encouraged folks starting out to find buyers first, and I still don't understand why anyone would START their business or money making ventures with a harder, more difficult route to go.

Do you know why? Is it because good copy tells them they can?

Gordon

Originally Posted by Dien Rice

Hi Gordon,

The book I was thinking about was "Direct Marketing Success: What Works and Why" by Freeman F. Gosden, Jr...

In that book, he talks about the "40-40-20 Rule"...

To summarize, this "rule" says the success or failure of your direct marketing is due to...

40% - The Audience (i.e. the list)

40% - Who you are, your product or service, the offer

20% - Creative, format, postal

Among Richard Benson's 31 Secrets of Successful Direct Mail are...

"23. Lists are the most important ingredient to the success of a promotional
mailing.

"24. The offer is the second most important ingredient of direct mail."

http://www.nmoa.org/articles/dmnews/...sonsecrets.htm

However, Denny Hatch apparently estimates 40-40-20 is wrong, and that it's more...

"70% offer, 10% list, 20% creative for internet direct marketing..."

https://donnie-bryant.com/blog/chang...esponse-offer/

Then there's Axel Andersson's saying,

“If you want to dramatically increase your response, dramatically improve your offer.” – Axel Andersson

(Axel Andersson is a direct response marketer who's been cited often by Denny Hatch, and who provided 6 out of the 7 "Emotional Hot Buttons" Denny Hatch has written about...)

So - I think you're right!

Copy is overrated...

Yet is still important!

Best wishes,

Dien

[MikePT]

Thanks for the reply Gordon.

[Dien Rice]

Originally Posted by GordonJ

You KNOW. You've been there. In the chair where copywriting is THE essential thing, BECAUSE, the offers needed to be sold.

Ever since Copywriting has become a Biz-Op, it is, of course, hyped and hawked as THE most important skill to have. But I again assert, there are more products, more easily sold, because copy isn't necessary.

So, sure...selling newsletters, make money courses, Internet Marketing and all of that stuff, good copy is needed.

As an Entrepreneur, I have ALWAYS encouraged folks starting out to find buyers first, and I still don't understand why anyone would START their business or money making ventures with a harder, more difficult route to go.

Do you know why? Is it because good copy tells them they can?

Hi Gordon,

You're absolutely right! You don't need to know copywriting to make money by "chatteling"... (buying and selling pre-loved stuff...)

There, you're selling based mainly on the offer... They can buy something they already want from you, for a good price...

Writing a newsletter is different...

Someone I know who is the head of one of the Agora subsidiaries (where they mainly sell newsletters) - and who is himself an ace copywriter - said to me...

"Nobody wakes up in the morning and suddenly thinks... You know what I am missing in my life? I need another newsletter!"

If you're in the newsletter business... In most cases, you probably do need to write good copy... Because it's not something people necessarily feel they need... (You have to put that idea in their mind...)

I have no problem with this if they'll benefit from the newsletter!

(I've myself benefited from many, many newsletters over the years... and I'm currently a paying subscriber to a handful...)

Best wishes,

Dien