Like Talking to a Drunk
So…
You have a new product or service that you want to promote… you’re eager to get the word out… You want to tell the world. Well, congrats, because that’s really the hard part.
You’re on your way.
The next hardest task is your messaging.
For starters, you’re going to need help telling everyone about how they will benefit from your amazing product.
But you’re on a tight budget, so you decide to do it in-house.
We don’t advise that, but if you really insist, you're going to need a crash course in how to write effective direct-response copy.
The first and most important lesson you'll learn is:
Communicating with potential prospects (especially online) is like talking to a drunk guy in a bar.
Let’s have some fun with this metaphor.
The sooner you realize that prospecting is more like being in a crowded bar than a corporate boardroom, the better off you'll be — ESPECIALLY when it comes to your messaging. So, here’s what you need to do:
Get to the Point (Quickly)
Advertising to the masses is like stepping into Happy Hour at the most popular saloon in town. Your voice is competing with dozens, maybe hundreds of other, louder voices, so you have to grab your target by the ears and quickly say what you gotta say.
Start Strong
Once you have their attention, get right to the good stuff — in the first two sentences. Don't expect this guy to have the patience or attention span to stick around and wait for the payoff.
His favorite team is on TV, the all-you-can-eat hors d'oeuvres table has a fresh tray of shrimp cocktail, a seat by the window just opened up, and he thought he heard someone over there call his name. You have 3, maybe 5 seconds to say something important or useful before you’ve lost him for good.
Keep it Simple
It's always last call for your prospect. This is not the time to get clever, funny, break into a long-winded anecdote, or pontificate about your origin story or how you almost became a doctor. He’s already woozy from working all day.
So the last thing he wants is to have to figure stuff out for himself (i.e., “think). You MUST use clear, concise sentences and choose your words carefully. EVERY choice (word, image, graphic, line break, punctuation mark, etc.) you make must have a justifiable reason for existing.
And if you can say something in four words instead of 14, for Pete’s sake, do it. If you can say something using a smaller one-syllable word, do it. No one but you is impressed with your vocabulary or slick wordplay. Also, by this point, all your guy wants to know is where the toilet is.
Stay Positive
No one wants to have their buzz killed by your negativity or nay-saying. Keep your tone upbeat, positive, and inspiring. Because if you're not genuinely excited about your product, why should they be?
Be Casual
Remember, this is a conversation. You’re meeting this person one-on-one, and you're trying to get past "it's really loud in here, isn't it?"
Instead of screaming your contact info, last year's profits, and client testimonials into their ear, why not start with exactly how your product benefits them? Solves a problem they have, or helps them overcome a challenge in their lives?
How about finding a common ground and sharing how your product is built to help them do something they really need/want to do? Be sure to say this in a language that is familiar to them and don't overwhelm them with stuffy legalese or product jargon.
Suits in a bar make everyone uncomfortable.
Use Bulleted or Numbered Lists
Bulleted and numbered lists are awesome because they help:
Attract the eye
Organize facts
Make lots of info easy to read
Give Them Space
There's nothing worse than having some guy up in your face, breathing boozy breath down on you, and rambling on about how great his business is.
Step back and give people some room to breathe.
A huge wall of text is intimidating. Space out your text and make use of white space. Break up bigger chunks into smaller paragraphs. Use typography wisely and edit and rewrite until your text is tight and looks as good as it sounds.
Closing Time
Sure, you can write your own messaging. But writing your own copy is a bit like pouring your own drinks behind a busy bar. You might save a few bucks on labor, but you’re going to get some drink orders wrong, spill a lot of top-shelf liquor, and you’re going to be hard-pressed to have any real meaningful conversations all night long.
After all, direct response is an art form built on data, human nature, and psychology. There are proven, tried-and-true techniques designed to block out the noise and set the stage for high-converting conversations with the exact people you need to talk to. And they work best when a pro is controlling the conversation.
Need Help Getting Started?
If you need help leveraging proven direct marketing techniques in your next campaign or any other direct marketing effort, let us know. Jacobs & Clevenger can help you use our tried-and-true tactics to improve your current program’s performance or kick off a new one.
J&C has over 40 years of direct marketing experience and would be happy to learn more about your company and your goals. Contact us today. That way, we can give you an honest assessment of how we can work with you to achieve better results.
