Category: Psychology

Ego-Butter: How to Give a Copy Critique

redink.png I’ve gotten a few copy critiques in my day. I crave them, no matter how harsh, because that’s what makes the writing better.

I’ve also given a few copy critiques, too. And I’ve discovered that when I’m on the handler side of the red pen, there’s one essential element to making those recommendations more effective: “ego butter.”

Let me back up.

Some years ago, I was part of a conference call with a freelance copywriter. He’d been commissioned for a small job, which was tweaking the lift letter on a much larger, longer control (one I’d written, in fact).

Leading the call was friend and mentor o’ mine, the inimitable Michael Masterson. The letter was, well, weak. Michael took control of the call and made a series of what I thought were brilliant suggestions. We all concurred, except for the freelancer.

After the critique was over, the receiving end of the call went conspicuously silent. “Hello?” we said, thinking he’d slipped on a kumquat or something equally plausible.

“Mail it,” he said. “Mail it and see if it works? Then I’ll revise it.” Clearly, he was peeved. Not, dear reader, the protocol of a copywriter seeking much repeat business.

This guy, no matter how slighted by the review, clearly lost his cool. And with that, he also lost a repeat client. It was really too bad, because I distinctly remember plenty of high-paying work to go around. With some guys, there’s nothing you can do. Their skin is so thin, you could pop it with a tossed marshmallow.

But here’s the thing…

While I despised that copywriter’s behavior, it does occur to me now that, at some level I couldn’t help but sympathize.

See, while not all copywriters are the egoists and temperamental “artistes” like this guy might have been, there are reasons why — if you’re on the critiquing side of a creative exchange — you might want to take the writer’s position into consideration.

First, remember we’re only human. Remember too that good copywriters put a lot of work goes into what they produce. They spend a lot of time with it too.

By the time we’re finished the first draft, we’re connected with the result. In such a way that criticism — even the good kind — can’t help but set one back at least a little bit.

Again, if you’re a great writer and a smart one, you’ll take even the sharpest comments with a smile. But on the flip side, if you really want results from a hired gun copywriter, there’s a step you could take to get much better results. And it won’t cost you a dime.

Very simply, start with the positive. Not excessively so, not insincerely. But clearly and immediately.

Example: “I liked the headline. And oh wow, the typing was nice. And hey, is this scented paper? Nice touch. Now, let’s talk about your lead. I think I see a way to make it even stronger.”

Okay, of course I’m kidding here.

The point is, if the copy is salvageable, there’s something in it you like. Don’t save it for last. Talk about it up front. You can be honest about the stuff you don’t like to. But lower the resistance to your suggestions first.

Is that pandering? Perhaps.

But ask yourself, in any situation alike this, what’s the goal of the critique? Is it your aim only To toughen the writer’s skin… or are you out to get the best possible copy you can get?

The latter, I’d assume.

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A Surprising Storytelling Secret

stories book.png I recently gave a Skype interview on how to use stories to make sales.

I’m sure you guys know, I’ve talked about this a few times in my weekly e-letter (see the sign up box on this page).

We even had a full chapter on it, in the book “Great Leads,” which I wrote with copy mentoring great, Michael Masterson.

(I swear to you — it’s *finally* going up on Amazon.com, sometime this week. I’ll get you a link as soon as there’s one available.)

I had a great time doing the interview. Enough that I kept thinking of things I wanted to add, long after finishing the call.

I’d just come across a few great tips, for instance, from a semi-surprising source (though not so surprising when you think about it): Matt Stone and Trey Parker, creators of the cartoon South Park.

Parker and Stone popped in on a freshman writing class at NYU –where yours truly also studied some screenwriting — to talk for a few minutes about how they keep their story ideas compelling.

One secret they offer is… get yourself a deadline. A hard, serious one that drives you. Stone and Parker write an episode per week. “We’ve got a scary deadline every Thursday morning.”

Another tip I’m sure you’ve heard before, which is to put your ideas out there quickly. Don’t wait until they’re fully baked. And when they get out there, make sure you’ve got a roomful of critics who understand they need shaping, rather than critics who will just shoot the idea down.

First ideas are rarely amazing.

And here’s the tip I like best. When you’re writing out a story to sell, to tell, or whatever… look for what writers call the “story beats.”

These are the spots where you plot twists and turns, the angles on which you frame an outline.

Once you have those beats, read through and see if you can put the phrase “and then” between each beat.

If you can… that’s a problem. Every “and then” is a moment where you could lose your reader (or viewer) to some distraction.

Better is writing that turns on the phrases “therefore” or “but.” That is, every moment in the story either forces the next one, creating continuity, or flips away from the last “beat” in a way that creates tension.

In selling, the stories you’re telling are usually short, just long enough to illustrate an idea or sneak in a proof or promise.

But this is a good way to think about your copy throughout, too. That is, is your sales letter just one long string of disconnected sales points? Or does it follow a flow that your reader can’t swim against?

And just when they think they know where you’re headed, are you waking them back up with a rhetorical explosion or “twist” of their expectations?

Something worth thinking about.

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7 MORE Ways to Thank Your Customers Like You Mean It

8C6AB08B-CD89-47B3-92BC-7D8F3BEEEEA1.jpg In the last post, we figured out how to heap lots of “thanks” upon the plates of our best customers.

And yet, like a plump uncle, the customers sidle up to the table for more. Should we give it to ’em?

Sure, why not.

Without further ado — and all the microwaved gravy you can stand — please enjoy the second half of our “14 Ways to Thank Your Customers Like You Mean It” article from last week.

(And numbered accordingly…)

8 ) THANK-YOU “COUPONS” FOR THE NEXT PURCHASE – Okay, this one is a little self-serving, you might say. Your customer places and order and what’s his prize? Other than your excellent product, he also gets an offer for the next great deal.

Maybe it’s a half-off future purchases, maybe a break for his friends and family, maybe an invitation to get a free “refill” of some kind or some kind of free servicing agreement.

This, of course, encourages them to come back to you again. But it could also help them feel good — justifiably so — about being loyal to a company that believes in its own product (and why wouldn’t you?)

9) THROW IN FREE SHIPPING – Awhile back, my wife signed up for “Amazon Prime,” the club-like service from Amazon.com that gets you free shipping.

It’s a great deal if you shop a lot online (we do). And it always feels like a “thank you” reward, even though we pay to have that perk.

But even more importantly, guess where she goes first now for most of our online shopping? Testing by other businesses too also show that “free shipping” is a powerful addition to offers.

Even better, try a phrase like, “As my way of saying thank you, I’ll even cover your shipping costs. You’ll pay nothing.”

10) MAKE IT PERSONAL – If you’re open to giving a big discount anyway, why not ‘translate’ the savings into a thoughtful thank you gift?

That is, instead of mentioning the discounted sales price, offer the lower price plus a gift of equal value. Depending on what you’re selling, that could be anything.

A small gift basket with a thank you note, a bag of gourmet coffee, a corkscrew in a fancy case, or something else that matters to your prospect.

If it’s a really big-ticket item or you have a small but big-spendin’ client base, you could make the gift even nicer or more personal.

I recently read a note about a real estate broker who gave a house buyer some fine wine glasses. He says the realtors name comes up — and gets praised — every time he and his wife have friends over for dinner.

(For an even more complete example of this idea at work, see today’s “Second CR” article later in this issue.)

11) THANK THEM PUBLICLY – I don’t know what it is about the human animal, but we do crave our fame.

So why not give weight to a thank you by doing it publicly? Honor loyal customers on your website, honor success stories that feature your product, and just brag generally about your customers like you like them (as you should).

Try posting video interviews of customers on your website, feature them in ads, and just generally be proud like a parent, hanging their proverbial ‘work’ on your public refrigerator.

12) SURVEY WITH CARE – If you’ve read past CR issues, you know I’m not crazy about customer surveys.

They have their uses, for sure. But they’re often as confusing as they are useful, especially when the questions are written poorly.

However, there IS a way to send your customer base a survey that can make them better customers.

How? Simply by making it clear the survey is not about how to make them buy better, but how to give them a better product or service to enjoy.

In short, show you care. And follow up on that display, when you can, by finding the prospects that reply with unsolved problems… and solve them.

13) INVITE THEM OVER – Here’s an interesting way to “thank” loyal customers. Find out who they are and invite some of them over, specifically to celebrate their loyalty. Done right, there’s a good chance they’ll buy from you again. But the pictures you take at the event and post online could help show other prospects what a friendly business you are.

14) GET THEIR BACKS – In times of urgency that relates to your product, like say a financial meltdown or anything else newsy, put together a timely “summit” of your house experts.

Then record what they talk about and give it to customers out of the blue. Make it a surprise, to show you’re looking out for them and anticipating their questions and concerns.

You could tailor this idea for just about any kind of information product and plenty that aren’t.

And one more…

Bonus Idea – GIVE THEM WHAT THEY PAID FOR+ – What business would purposely deliver less than they sold? Sadly, plenty. And that’s partly why new customers are often a tough sell… because they’ve been jaded before.

But what better way to thank your customers for doing business with you… than by insisting on doing business with them at the highest quality level?

It’s the deal we make when offer something to somebody and ask for money in return. Better still if you can over-deliver.

So there you go.

Do these things or even some of them, and you could end up with some seriously grateful customers.

And isn’t that where you want to be?

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Why Only Some People Are “Creative”

homer.jpg On D-Day, hundreds of thousands of Allied troops pulled off the largest invasion in history, forcing their way into Nazi-occupied Europe.

Strategy was key. So was equipment.

But the real mettle of the moment came from the soldiers staging the invasion.

This included, naturally, pilots who had to navigate a sky thick with German anti-aircraft fire.

Long before the invasion, military strategists knew this would happen. They also knew they needed top-notch fliers.

At first, they tried using intelligence tests to pick candidates. But intelligence alone as an indicator turned out to be useless in determining which pilots would be inventive enough, in a tight situation, not just to save themselves but also to save their airplanes.

Creative cognitive ability, it turned out, was only partly connected with smarts. Around the same time, a psychologist from the University of Southern California identified the crucial difference between convergent and divergent thinking.

Convergent thinking is the kind we’re used to on I.Q. tests and in math and science textbooks. It’s a way to find the single, logical, and usually most orthodox solution to a problem.

Divergent thinking, on the other hand, is more widely cast. It searches many routes, finds many solutions, and then might settle on one or the other depending on what the situation dictates.

The best fighter pilots, not so surprisingly, were those more adept at divergent thinking. When the context required, creative survival tactics prevailed.

So if it’s not IQ that matters, what is it that makes one person a convergent thinker and another person a divergent or more creative thinker?

Another study reported in Scientific American relates the story of a 43-year old art teacher in San Francisco. For most of her life, she had been a painter. She even took a job teaching art later in life.

But suddenly, she could no longer do her job. Lesson plans confused her. She couldn’t grade projects. When she could no longer remember her student’s names, she retired and took her troubles to a neurologist.

He did a brain scan and found dementia damage to her frontal and temporal lobes, mostly on the left side of her brain.

The teacher gradually lost some speech abilities. She also lost some control of herself in social situations, both of which are common with this kind of neuron damage.

But something else happened.

As her inhibitions in public waned, her creative powers grew. Her art grew more prolific, emotional, and expressive.

The neurologist dug deep into research on the disorder and found others who also had new bursts of creativity after the damage had set in, even in some who had never before been artistic or considered themselves “creative” before.

What’s this mean? No, I’m not saying that a little brain damage is something to hope for if you want to up your creativity.

But I’m sure you heard, by now, you’ve heard that there are “right-brained” and “left-brained” people. The idea is that “left-brained” people are the type you’d expect to find at, say, your accounting firm’s Christmas party.

“Right-brained” people, on the other hand, tend to be more artistic and possibly a little eccentric or scattered. Like, say, the bulk of ex-poets and actors working the tables at your local coffee shop.

Like most generalizations, this isn’t quite right.

While many of us have a bias in either creative or rational powers, the fact is that most people have both halves of their brain kicking into gear most of the time.

On the left-side, we’re processing details and performing convergent thinking. On the right side, we’re applying abstract associations between details, the work of divergent thinking.

Stroke patients who lose power on the left side of their brains tend to lose logic and language, but may suddenly become more creative. Patients who suffer right-side damage may be seem creative but also might seem more uninhibited or scattered.

The good news is that both left and right brain can work together to produce a result that’s both logical AND creative.

Take Einstein. Certainly, he had incredible powers of logic and process. He did the math, just as it had been done before he came along. But he also made the leap to creativity, finding new mathematical associations nobody else had recognized before.

Here’s the better news…

While few of us want a touch of neuron damage… and almost none of us, surely, were born an Einstein…

There actually ARE ways you can increase your creative function. And many of them simply have to do with channeling the filtering function of your left-brain.

One very simple way is just to keep reminding yourself to approach most moments in your life with curiosity.

Another is to consistently reset your attitudes toward convention. That is, simply repeat to yourself that the way things have always been done is not necessarily the way the always have to be done.

There there’s what researchers call “detail fermentation.” That’s a fancy way of saying, “do your homework.” It’s also the explanation I typically give when I tell people I don’t believe in “writer’s block.”

That is, when you fill your mind with facts and data and details relevant to the ideas you’re trying to create, the more likely you are to succeed at creating them.

Somehow, satisfying the left brain’s hunger for logic and process first… allows it to relax and let the right brain step in to find the overall creative associations between those details.

Einstein did this while searching for “E=MC2.” For years, he studied not just physics and mathematics, but astronomy and philosophy and other fields too.

So the next time you’re feeling like a failure creatively, before you give up try this tapping into this technique instead: Stop, drop, and study.

Dig into the facts and materials you have to work with. Then, and only then, see if the bigger and better ideas come.

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#486: A Sweet, Dark History of the Promise Lead

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candies.pngYou’ll remember from the last post, I’m showing you guys some of the raw material for a book on six types of leads.

And we’ve been looking at what my co-author Michael Masterson and I call the “Promise Lead.”

Admittedly, this is a tough one.

Why, you ask?

(Don’t look at me all confused like that… I HEARD you ask something… right?)

After all, don’t ALL sales leads have a promise implied inside them somewhere?

Yes, they do.

And we said as much last week.

But haven’t pure, flat-out promises been so overexposed in sales leads that the world is chock-a-block with skeptics who no longer hear said promises anymore?

Yes, that too is true. Well, mostly true.

My take on that last point is this: First, Promise Leads work very well with a certain kind of customer.

No, dear reader, not the stupid ones.

They work best, rather, with a prospect that’s sitting on the fence… ready to buy, but still awaiting that last nudge.

Any more ready, and you’d just hit them with a juicy “Offer Lead,” right out of the gate.

Any less ready, and you’d try something a little more subtle first, so as to shut down those filters we all wear to guard against an onslaught of too-much-the-same, unbelievable messages.

But in those moments, with an almost-ready prospect, busting through the saloon doors armed with a big promise can be an excellent choice.

So this week, let’s pick up where we left off.

Again, this is raw stuff… fresh out of the oven, not yet dressed for the table. Proceed at your own risk…

How a Promise Made This Candy Famous

When writing a Promise Lead, where should you start?

The default for most marketers is to study the product and just figure out what it can do best. We’ve all heard, after all, the lesson about “features” versus “benefits.” First you make a list of the products best features, and then you translate those into what they will do for the customer.

Simple.

It’s a lesson you may have heard connected before with one of the most successful product pitches in history. Forrest E. Mars grew up in candy maker’s house. And with some big shoes to fill. His father’s home business grew to invent and sell some of the world’s most famous candy bars, including Snickers, Mars Bars, and Milky Ways.

But Forrest’s father didn’t want to expand the business and Forrest, fresh home from Yale University, did. So he sold his share in the business back to Dad and moved to Europe. That’s where he took up with other candy makers.

It’s also where he first spotted the breakthrough that would help change the chocolate business, the course of World War II, and millions of kids’ birthday parties — and indirectly, the advertising industry.

It was a tiny pellet of chocolate, wrapped in a candy shell, found in the field kits of soldiers fighting the Spanish Civil War. The chocolate gave them quick energy, the shell kept it from melting under harsh conditions.

We know it now, of course, as the M&M.

Forrest took it back to the States and patented his own formula for the candy in 1941. Within a year, the U.S. was committed to World War II. And not long after, M&Ms made their way into soldiers’ field rations. When the soldiers came home, the candies were a hit with the general public.

But sales were about to get even bigger.

Forrest realized that television — making it’s way into the mainstream at that time — was the next place he wanted to go to sell M&Ms. He hired a copywriter named Rosser Reeves to do it. It turned out to be another groundbreaking move.

Reeves, at the time, was already a success. He was both copy chief and vice president of his agency in New York. But when he sat down with Forrest Mars to talk candy, he listened and took notes like a first-year copywriter.

“He was the one who said it,” claimed Reeves in the version we’ve heard told. “He told me the whole history and then I pressed him and he said, ‘Well, the thing is they only melt in your mouth, but they don’t melt in your hands.'”

That was all Reeves needed.

Within four years, Mars was selling one million pounds of M&Ms per week. M&Ms have since gone on Space Shuttle flights with astronauts. They’ve been the official candy of the Olympics. And according to Business Week, they’re the best-selling candy in the world.

Mars died at ate 95 in 1999, with a $4 billion fortune. And his candy company takes in over $20 billion per year, with 30,000 employees worldwide.

It’s no accident that Reeves went on to his own kind of fame. And not just because Reeves happens to be the real-life model for the character of Don Draper on TV’s series, Mad Men.

You might know him even better, after all, as the father of what every copy cub and professional advertiser memorizes as the “Unique Selling Proposition” or “U.S.P.”

To Find the Promise, Find This First…

When Reeves first wrote about it the U.S.P. in his book Reality in Advertising, he was writing down the formula you can use to write any effective Promise Lead.

Reeves formula had three parts.

The first part, for Reeves, also meant starting with the product. And only if that product was actually good enough to almost sell itself. As a preacher’s son, Reeves was fundamentally honest and felt all advertising should be too. The product must be able to do what you’ll say it can do.

But an even better reason for starting with the product is the second part of Reeve’s formula. What the product does and by default will claim to do has to be original. That is, the best products do something competitors won’t or can’t. That’s key because the U.S.P. — the promise you’ll make — has to sound and feel different from everything your prospect has heard before, too.

Then there’s the final part of Reeve’s formula. This is the one most forgotten, but it’s impossible to overlook if you’ve got any hope of coming up with a powerful promise. Every promise must target your prospect’s core desire. That is, they have to already want what you’re promising.

This is worth repeating.

Reeves believed, and so do we, that you can’t create desire in a customer. You can only awaken what’s already there. This is especially true in a pure Promise Lead, where you have nothing but the claim pulling all the weight. The more tightly you can target those core desires, the more likely your ad will work.

It’s that simple.

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Can You Judge a Customer By His Cover?

apple.png Or maybe that title should read: “Can you judge a customer by his… computer?”

You’d have to live on the moon to have missed Apple’s long running ad campaign, “I’m a Mac, I’m a PC.” It was textbook psychographic targeting, associating the product with a personality type.

It worked, but why?

Maybe this will help explain:

In a recent study (I’m afraid I no longer have access to the source) it turns our more than half of Mac users live in the big city. Meanwhile, PC people are about 18% more likely to live in the burbs and 21% more likely to live in the countryside.

By a wide margin (50% more), Mac people love to throw parties. Or at least say they do. While about 23% of PC people say they’d rather not.

However, nearly 30% of PC people like to fit in with the group. Not so with Mac people, who tend to crave their own “uniqueness,” generally speaking.

PC people lean more to cake and candy snacks. Mac people? They’re about 7% more likely to go for peanuts and potato chips.

PC people tend to like tuna fish sandwiches more. Mac people supposedly favor bistro-type fries.

If you’re PC, you’re more likely to drink California Chardonnay and Pinot Grigio. If you’re Mac, you’ll crack open a Chianti or Cabernet Sauvignon instead.

Believe it or not, Mac people are more likely to think of themselves as tech-savvy nerds.

PC users are 43% more likely, meanwhile, to feel about as comfortable with computers as they are with learning a foreign language. Or so says the poll.

Who watches more “60 Minutes?” The Mac users. And who watches “20/20?” That would be our friends on the PC.

“Moby Dick” is more a Mac novel. And “Great Expectations” leans more toward the PC.

And on it goes.

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What’s The “Big Idea?”

bulb.png What’s the single toughest secret you’ll ever learn, if you hope to blow the doors off the world of writing sales copy?

For all the clever metaphors you’ll ever come up with, for all the phrases and images, the formatting breakthroughs, the clever taglines, and everything else… nothing will pack more career-building punch for a copywriter… than mastering the art of coming up with “big ideas.”

By no coincidence, that alone could take you a lifetime of writing.

Great copywriter and originator of the “big idea” idea himself, David Ogilvy, once claimed that he came up with only about 20 so-called “big ideas” in his entire career. And yet, that was enough to more than create his fame and fortune.

So what does a “big idea” look like? I’ve seen many try to define it.

Here’s one more list of filters to add to your collection…

* Big Ideas Have Instant Appeal:

Have you ever had a ‘gut’ feeling about a person? Have you ever asked a long-married couple when they decided to get married, only to find out they ‘just knew’ after just meeting each other?

Malcolm Gladwell, in his book “Blink,” calls it ‘thin-slicing.’ And it’s what we do, naturally, whenever we encounter something new.

Your target audience will do it too. Which is why you have ZERO luxury for trying to convey a complex idea in that very first instant your copy flashes them in the face.

They’ll “thin-slice” you, as a reflex.

They’ll compress all their judgment about whether to read on into that moment. If you don’t manage to win them over, in milliseconds, say hello to the trashcan.

So, the Big Idea is an idea that can be sorted, absorbed, and understood instantaneously. Which is why cleverness and complexity in advertising can be so dangerous for even the most skilled of copy wordsmiths.

* Big Ideas are Tightly Expressed:

Just because an idea has impact, doesn’t mean it has to be dense. In fact, the opposite is the idea. The more insightful the idea, the tighter you can usually sum it up.

And you should aim to do exactly that. Preferably in 8 words or less. And as early as possible, so that your reader knows as soon as possible what you’re getting at.

* Big Ideas Have Momentum:

Gladwell has another more famous book that I’m sure you’ve read, “The Tipping Point.” He starts off talking about a suede shoe.

It was big in the ’70s, and then disappeared. Suddenly, over 20 years later, it came back with a vengeance. First, on the hip street corners of Manhattan’s East Village. Then across town… uptown… then to young and artsy areas in cities across the U.S. Why?

Nobody, even the shoemaker, could tell.

Only that an idea started to build. It spread. By the time everyone noticed, it suddenly petered out again. It was too late. The trend had come and gone, elusive to all who’d tried to do anything but hang on for the ride.

Ideas are like that.

They catch on, they build, and then, just when you least expect it, they can recede out of popularity again. The best marketer is plugged in enough to see the swell of the wave coming, before it crests.

* Big Ideas Are Timely:

Related to the idea of momentum is the timeliness of an idea, especially when you’re selling information products. How so?

I write almost exclusively, these days, for financial products. My best promos tend to hinge on what’s happening in the markets.

For example, when oil sold at $147 per barrel, anything I wrote about oil and energy related investment products was almost a sure bet to do well.

In the mid 1990s, the market’s mind was elsewhere. You couldn’t say anything about investing without talking about the Internet, telecoms, or biotech.

When that market crashed in 2000, the tide of desire had shifted over night. Trying to write tech pitches suddenly became about as tough as talking a tabby into taking a dip in a hot tub.

Of course, the greatest asset you get by finding the timeliest ideas is that timeliness brings with a sense of urgency to your message. Maybe as a warning. Maybe as an unfolding opportunity.

But either way, you’re much better off when you’ve got that element to whatever you’re writing.

* Big Ideas Are Original:

Ideas feel biggest when you’re among the first to deliver the message. When you’re playing catch up to everyone else, not so much.

Even an idea that’s already current, already popular, and already talked about… gains new life when you can make it even more ‘new,’ simply by finding the extra twist.

This is why headlines built on “secrets” are so effective. We naturally want to read the story nobody else is telling.

The new angle… the new information… the overlooked discovery… there are many ways to do this. All of them, almost always, are buried in the unique details of the story you’re telling.

* Big Ideas Have Depth:

Yep, I said that ideas need to be simply and clearly expressed. But can you have clarity and substance, even in a short line?

Absolutely, you can.

When we say that Big Ideas need “depth” what we mean is richness and life-altering impact. Ask yourself; does the Idea suggest major change ahead? Is it something that will shock, awaken, or fascinate your reader?

If not, why would the reader want to read on? And why would you want to get the success of that letter… or your business… on something that thin?

* Big Ideas Are Emotionally Stirring:

Too often, we mistake the preponderance of proof behind an Idea as all the “Bigness” we need for selling.

With smugness, we script any old headline, knowing it’s just a set up to hit the reader with blazing, double guns of the most rock-solid bullet points and factoids you’ve ever seen.

Sure, proofs matter in persuasion.

But, in the end, the one thing that makes one Big Idea compelling beyond any other, is it’s ability to sneak behind that locked door of the mind, where the emotional reasoning resides.

It must make a connection with that core, unspoken, and perhaps unrecognized place where the reader’s heart really resides.

Are there other ways to know if you’ve got your mitts on a “big idea” or not? Absolutely, there are. But this is a pretty good start. Try putting your next piece of copy through these paces and see for yourself.

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Seven Ways to Say Thanks…

Screen Shot 2011-11-22 at 3.05.52 PM.png ‘Tis the season of giving — giving “thanks” that is, at least in the U.S.

Yes, it’s Thanksgiving week, where my American compatriots are prepping to stuff turkeys, stuff themselves, and welcome family and friends into their homes.

And while we’re at it, why not take the opportunity to talk about another kind of ‘thanks giving’ in this week’s CR — the thanks you should be giving your customers for, well, being your customers.

Why thank customers?

The short answer, of course, is “why not?” Unless you were raised by wolverines, it’s a common courtesy you’re proud to offer… am I right?

The longer answer is that it’s practically money in the bank for future business, because customers that feel warm and fuzzy come back tenfold for more (give or take a fold or three).

So, in the spirit of the season, let me give you at 14 ways to make your customers feel appreciated.

We’ll start with these seven…

1) SEND A NOTE – I once dated a girl who sent thank you cards almost as automatically as breathing. I swear to you, the girl would pen notes of gratitude in the car, as we pulled out of driveways from dinner parties. “Because that’s what you’re supposed to do,” she would explain.

Why not do the same for your customers? Not in the perfunctory, here’s an auto-reply “thanks for your order” email (which you should also probably do) but an actual note that gets mailed as a stand alone message. “I just wanted to thank you personally,” says the owner of the business in the card, “for giving our [specific product name] a try. Welcome on board and please enjoy.”

2) MAKE IT A B-DAY CARD – There’s a story I’ve heard floating around, about the world’s best car salesman. Seems he took the time to note the birthdays of all his past customers. And every year, he would send a birthday card.

No cloaked sales messages, no ‘special inventory’ hype… just the birthday greeting. And he personally signed each card.

Result? He had a referral business like you wouldn’t believe. Not to mention customers that came back to him over and over again when it was time to buy a newer model.

These days, I get lots of automated B-Day wishes from online sources. And admittedly, it loses it’s specialness when it’s a computer sending it automatically. But even then, I admit, it feels at least a little flattering to be remembered.

3) GIVE A JUMPSTART – When your customer comes on board, what’s the first thing he gets? If it’s the product, that might be fine. But consider, you’ll have an even happier customer if he knows how to use what you’ve just sold him.

What more considerate way to make sure he can do that than by ‘thanking’ him with a simple well-guided tour around what he just purchased?

Maybe it’s a ‘user’s manual’ or maybe it’s an online video that walks through the steps. Maybe it’s just a brainstormed presentation on ways to use the product he might not be aware of.

Bottom line is, this kind of thorough start-up advice not only helps but back on early cancellations, but it also gives prospects that warm and welcoming feeling you’re hoping for.

4) GO “GINSU” AND GIVE MORE – I’m sure you know the “but wait there’s more” line from the “Ginsu Knife” commercials. To thank you for buying the knives, the sellers kept throwing in gifts.

If you weren’t spurred to action early, the extra bonuses would help seal the deal. Or so was the intent.

But imagine how grateful the buyer was every time he used one of those extra gadgets (I’m assuming they worked). “And,” he reminds himself, “I got this thing for free!”

5) SURPRISE ‘EM – What’s better than the gift that comes with your order? How about the gift you weren’t expecting.

If you bank on repeat business, thank a customer with a little extra, unannounced somethin’-somethin’ that shows up not too long after the actual product gets delivered or starts arriving (if, say, it’s a subscription product).

By the way, gifts to subscribers don’t HAVE to be high end. In the days of easy info delivery, a helpful e-book or the like can be a great way to deliver value on their end while keeping costs low on yours.

Along these same lines…

6) DELIVER 11th HOUR “TWIST” ON THE DEAL – Try making a customer feel appreciated by coming in, after the deal is almost done, with a last-minute deal, as in “Just to thank you for considering this offer, let’s do this…”

And then you can follow with a special break on the price you just used to close the sale, put a buy- one-get-one-free deal on the reply card, or throw in a donation to a popular charity.

All will seem like more sweetener for the offer, but these too will increase the warm and fuzzy factor, helping your prospects to feel appreciated.

And here’s one more…

7) HONOR LOYALTY – Ever since credit cards, airlines, and donut shops started rewarding repeat customers with visit stamps and reward points, the customer loyalty program has become ubiquitous. And this is a good thing.

But there are lots of other ways you can also thank customers for coming back. For instance, my main client once invited long-time customers to a gala party. Out of this came special “reserve” and “alliance” clubs, with other perks for long-time members only.

If you can, put your long time customers on a special list and send them occasional notes. Create special services, either free or a good but paid deal, that come with special “club level” designations and VIP treatment. Give them a special hotline number for customer service, no waiting.

The point is, they’re family. Make them feel it.

I’ve got more of these ideas, which I’ll share with you in the next issue.

Meanwhile, let’s close with this: If you set out to try any of these, do it with the right mindset. And that mindset is, of course, gratitude.

Nothing sells better than sincerity. A “thanks” that’s delivered with only manipulation in mind is no “thanks” at all.

Okay, more coming in a week.

Until then, best wishes to you and yours for Thanksgiving if you celebrate it… and hey, the same wishes even if you don’t.

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Are You Creative?

bulbfishThere is no “Creativity Quotient” (C.Q.) test that measures how creative you are.

But the same Scientific American research found that creative people often have similar character traits.

Do any of these apply to you?

Ideational Fluency – Someone gives you a word. The more sentences, ideas, and associations you can match to that word, the more likely it is you’re a “creative type.”

Variety and Flexibility – Someone gives you an object, say a garden hose. How many different things can you do with it? The more you can think of, the better.

Original Problem Solving – Someone presents you with a puzzle or a problem. Beyond the conventional solution, how many other workable but uncommon solutions can you come up with?

Elaboration – How far can you carry an idea? That is, once you have it, can you build on it until you can actually carry it out in application?

Problem Sensitivity – When someone presents you with a problem, how many challenges related to that problem can you identify? More importantly, can you zero in on the core or most important challenge?

Redefinition – Take a look at the same problem. Can you find a way to look at it in a completely different light?

By the way, if you want to see how someone brilliantly applies very left-brained ideas to finding right-brained solutions, check out “Freakonomics: A Rogue Economist Explores the Hidden Side of Everything.”

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CR #485: Which Promises Work Best?

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Sponsor: 17 Ways to Make $17,000 From Your Desk Chair

“That’s right – it filets, it chops, it dices and
slices. It never stops. It lasts a lifetime, mows
your lawn, and it picks up the kids from school.
It plays a mean rhythm. It makes excuses for
lipstick on your collar. And it’s only a dollar,
only a dollar, only a dollar.”

Tom Waits, “Step Right Up”

This week, I share the raw copy from a draft of a version of a sketch of a preliminary manifestation of a chapter that’s supposed to go in the book I mentioned.

Did I mention? It’s raw.

And actually, I only have space here to include an excerpt. But I thought you might like it just the same (if not, your money back… how can you beat that, right?)

So without further ado…

“Cash if You Die, Cash If You Don’t”

According to famous copywriter Drayton Bird, that subhead I just gave you above was once one of the most successful headlines in the insurance industry.

Why?

“Your safest opening,” says Drayton, who has written copy since 1957 and for clients like Ford, American Express, and Proctor & Gamble, “… is your prime benefit and offer… an instant statement, instantly comprehensible.”

About 100 years ago, copy legend John Kennedy told his boss pretty much the same thing. And then wrote it up in a book called Reason Why Advertising, “To strike the responsive chord with the reader… is to multiply the selling power of every reason-why given…”

In today’s terms, a promise your reader cares about is the single best way to grab him by the lapels. To get him to hear your message out, he first needs a reason to listen.

In the 1960s and ’70s, adman David Ogilvy used a list he’d written, called “How to Create Advertising That Sells,” to bring in new clients for his agency. What did he say inside?

“It pays to promise a benefit which is unique and competitive, and the product must deliver the benefit your promise. Most advertising promises nothing. It is doomed to fail in the marketplace… Headlines that promise to benefit sell more than those that don’t.”

Then you’ve got our friend and fellow copywriter, Clayton Makepeace, who recently told readers of his Total Package blog:

“The only reason any rational human being ever purchases anything is to derive a benefit from it! That means …any scrap of sales copy that fails to clearly, dramatically, emphatically, credibly and repeatedly present the benefits a product will deliver is destined to fail miserably.”

Or as the writer Samuel Johnson put it, when he was writing about the sales game the way it was back in the 1700s, “Promise, much promise, is the soul of advertisement.”

We definitely agree.

You won’t find many ads of any kind that don’t include at least one healthy promise, either implied or stated outright.

So why create a whole lead category just to focus on promises?

When “Promise Leads” Still Work

Because there have been times — and there are still times– when a simple, direct promise without any other touches or twists will be your best foot forward.

So, for instance, where an Offer Lead like those you just saw might read…

A HOLLYWOOD SMILE IN 3 DAYS
…OR YOUR MONEY BACK

A Promise Lead might avoid mentioning the offer up front, so it can target readers who are almost ready to be sold but not quite. This version takes away any up-front focus on the deal and puts the spotlight solely on the big claim:

A HOLLYWOOD SMILE IN 3 DAYS

Likewise, Promise Leads are more direct than the other leads you’ll read about here, in that they each get progressively less direct.

You would think that as target audiences become more aware of their options, thanks to the always-on Information Age, more direct Promise Leads would be all over the place.

After all, goes the theory, more “aware” demands more “direct,” right? Adn yet, it’s also getting progressively harder to make pure Promise Leads work. Why’s that?

We’ll look at those reasons next week.

For now, know there are times when a direct claim and little else is exactly what you need.

For instance, the Promise Lead works especially well for targeting “mostly aware” prospects that are almost ready to buy and are mostly clear on what they’re looking for.

What to Promise and When

At the Ogilvy Center for Research in San Francisco, they ran a test. They wanted to see if people bought more from TV commercials they “liked.”

It turns out, they did.

But before you start studying million-dollar Superbowl commercials, hang on. Because it turns out how the people asked defined “liked.”

It turns out they remembered and ranked ads higher not if they were clever or funny, but if they were relevant to something important to the prospect.

“Advertising works best,” wrote Drayton Bird in Commonsense Marketing, “if you promise people something they want, not — as many imagine — — if you are clever, original or shocking.”

Of course, picking the right promise is fundamental. Because it’s your statement of your intention. In exchange for your customers’ money, what will you do for them?

And we know that ads promise all kinds of things.

To make you thin or bulk you up, to make you stronger, younger, fitter, and faster. To teach you to do something you’ve always wanted to do or make something easier than you ever thought it could be.

They can promise to make you more attractive. They can promise to make you rich. Or to save you money. They can promise you a better ride, a bigger house, more beautiful skin and a beautiful dress, a smart looking suit, or a happy marriage.

They can promise to look out for your interests, if it’s an ad for someone begging your vote. They can promise to look out for someone else that you care about, in the way of a charity for a special cause.

Here’s just a sample of some classic promise-making headlines…

** How to Build A Memory In 4 Short Weeks — So Powerful It Is Beyond Your Wildest Dreams Today

** Change Your Life Next Week

** Turns up your “Digestive Furnace and burns flab right out of your body

But more often, even the straight promise has more behind it than just what it claims.

Beyond what’s written, Promise Leads often satisfy some underlying emotion.

Respect, love, friendship. Prestige among your peers. Confidence and freedom from worry. Inclusion. Safety and security. A feeling of association and even similarity with people you admire and respect.

Even more specifically, a Promise Lead is not just what it can do for the customer, but what it promises to make the customer feel about himself. And maybe most of all, how it will let him be seen be others.

Those factors are what make your claims matter to your readers.

That’s the key.

Especially when your most direct promise is your default lead. Because you have only those first few microseconds for the prospect to decide whether or not to give you any of his most precious commodity — time.

***************************************************
Opportunity:
WHAT IF YOU NEVER HAD TO WORRY ABOUT
HAVING ENOUGH MONEY, EVER AGAIN?

What if you could retire within 18 to 24 months of right now — even if you’ve got little or nothing socked away in the bank — while still earning six figures every year?

Even if you aren’t looking to leave your day job, what if you could pad your income with an extra $25,000… $50,000… even $200,000… by spending just a little extra time doing this on Saturdays?

The guy who’s going to show you how puts his money where his mouth is, because he does this himself… and makes north of $200K extra each year (on top of the other $500K he makes).

And he says it only takes him a few hours each week. Wouldn’t doing even half that well be more than worth it? Absolutely. And you can set it all up in just three steps, online and from the comfort of your own home.

Even your neighbors won’t know how you do it.

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