Two Types of Buyers… One Formula for Success

I’ve always enjoyed a good argument, but the longstanding argument among copywriters seems a bit useless to me. One swears that a short copy with lots of white space is the key to success. Others are convinced that long copy is the key to success.

They both have grounds for their arguments. In fact, I believe they are both right! Here’s why…

There are basically 2 kinds of buyers . 1.The Impulsive Buyer This is the kind of guy with “places to go and people to see” and not a whole lot of time to do it in. Typically, he’ll skim the headlines and subtopics, glance at the photos and captions, and make a snap decision.

2.The Analytical Buyer This group of buyers believes that the proof is in the details. They’ll read everything… including the fine print.

Let’s see if you agree… It makes sense to me that the copywriter jumping up and down swearing that short and sweet is where it’s at is probably an impulsive buyer - or has the most experience with impulsive buyers. Those staunchly vouching for long winded pieces are probably well acquainted with the analytical buyers. Right?

Add a little ingenuity to the arguments and … yeah, you can reach both camps. Here’s how…

The Impulsive Buyer

1.Use attention getting headlines and sub headlines.

2.Capitalize on graphics that enhance your message…

• Photos
• Captions
• Varying fonts and font sizes
• Shading
• Use Bold HeadlinesHighlight with shaded areas or bullets

The Analytic Buyer

1. Use the headlines, sub headlines, and graphics for the impulsive buyer as guides. Add the detailed information the analytic buyer needs under the proper heading, and you’ve got a winning marketing piece that is guaranteed to be successful

One last strategy for successful copy coming up! Keep an eye on your inbox…

Dedicated To Your Further Success.

All the best,

Allyn Cutts

PS To contact me via email, Click Here

About the Author

Allyn has spent over 24 years helping businesses like yours find new customers and increase sales to current customers.

Allyn consults personally with clients to design and deliver offline and online direct marketing strategies that focus on metrics and measurable results. You can learn more about Allyn Cutts at http://AmazingMarketingStrategy.com or you can call 610.437.4106 between 10 AM and 4 PM Eastern Time Tuesdays and Thursdays

You may reprint or distribute this article as long as you leave the content and the resource box at the end intact.

The Secret to Extra Cash Using Seasonal Headlines

Yesterday, I pulled up to the drive through window at my bank and noticed that their “countdown” had changed. They keep a continual countdown going… 113 days until spring, 87 days until Christmas, etc. Why? People are extremely conscious of holidays and seasonal events.

In our last email, we talked about the 3 keys to powerful headlines…

1.Telegraph your Offer 2.Emphasize the Best Aspects 3.Target the Reader

Every once in a while there is a fourth power point that you can sneak into your headlines… a seasonal or holiday theme.

Imagine you owned a maid service company. What seasonal events could you cash in on? Several come to mind… Spring cleaning, summertime family reunions, Thanksgiving, and Christmas. These are all times when your readers are intent on making a great impression on their friends and family. They want a CLEAN house.

They question is… “Why would they want YOU to clean for them?” Yeah, not enough time! That’s the most likely reason your readers would cash in on your services instead of doing it themselves. Heck, what woman feels like taking down the drapes, moving the furniture, and washing all of the windows after she’s put in 40 or 50 hours at the office?

Put yourself in your reader’s shoes. Create a headline that catches the attention of a tired working woman, remind them of the reason they need you, and cha-ching… there will be more money in your cash drawer this season!

What season or holiday can you cash in on this year?

Short or long copy…. Which is best? Find out next time.

Dedicated To Your Further Success.

All the best,

Allyn Cutts

PS To contact me via email, Click Here

About the Author

Allyn has spent over 24 years helping businesses like yours find new customers and increase sales to current customers.

Allyn consults personally with clients to design and deliver offline and online direct marketing strategies that focus on metrics and measurable results. You can learn more about Allyn Cutts at http://AmazingMarketingStrategy.com or you can call 610.437.4106 between 10 AM and 4 PM Eastern Time Tuesdays and Thursdays

You may reprint or distribute this article as long as you leave the content and the resource box at the end intact.

Cast a Spell with Headlines that Boost your Bottom Line

We’re ready to focus on the magic that casts is spell on readers, and forces them to read your offer… headlines.

The truth is this… a well-written headline will cut through the clutter and deliver a hard-hitting statement that gets results. The question is… how do you and I write a power-packed headline that gets results every time?

Hey, it’s not as hard as you might think! I’ve come up with three simple steps that even the newest marketer on the block can implement with measurable success.

3 Foolproof Secrets for Writing “Must Read” Headlines

1.Telegraph the Offer This might be a little tricky to pull off, but the secret is to present your offer in a way that screams, “Read Me!” without giving away the guts of the offer. You should focus on one feature of your product or service and come up with a snappy statement that raises the reader’s eyebrows.

A company that sells bread machines may use a headline like this… “Never Buy Another Loaf of Bread!”

2.Emphasize the best Aspect of the Offer What is the most attractive feature of your product or service… price, time-saving, quality, uniqueness? You can use this aspect to come up with a unique headline that wows the reader into investigating further.

A cleaning service may use a headline like this… “What Could you Do With 520 Extra Hours This Year?”

3.Target the Reader If feels great when your unique niche is recognized. Know who you’re talking to before you write the headline. When your reader feels like you know who they are, they’ll be more likely to read on.

Do you have a mailing list of working women? Use the words they will identify with… career or working woman…. in your headlines.

Next time we’ll discover how to cash in on seasonal tie-ins…

Dedicated To Your Further Success.

All the best,

Allyn Cutts

PS To contact me via email, Click Here

About the Author

Allyn has spent over 24 years helping businesses like yours find new customers and increase sales to current customers.

Allyn consults personally with clients to design and deliver offline and online direct marketing strategies that focus on metrics and measurable results. You can learn more about Allyn Cutts at http://AmazingMarketingStrategy.com or you can call 610.437.4106 between 10 AM and 4 PM Eastern Time Tuesdays and Thursdays

You may reprint or distribute this article as long as you leave the content and the resource box at the end intact.

Hook your Reader with these Three Techniques

Direct Mail Marketing in some aspects is extremely scientific. It can be tested and tracked with great precision, yet there are some aspects that are purely raw intuition. That is exactly why great copywriters can command astronomical fees and get it. It’s tough to simulate intuitive knowledge of a market.

Though I can’t know all there is to know about every market, I do know a few insider secrets I’d like to share with you… secrets that will increase your odds for success.

The first order of business is to get the offer opened. We’ve discussed several techniques in the past few emails, so I’ll jump ahead to the next item – the structure of the mailer.

Although brochures, flyers, and other mailers have their unique characteristics, they share the same basic formula for success. The number one variable in the equation is the headline, or 1st sentence of the letter. If you don’t get anything else right, you’ve got to get that right! If you don’t hook ‘em, you won’t catch ‘em.

Your opening should include one of the following techniques:

• Telegraph the offer
• Emphasis the most attractive aspect of the offer
• Target the reader

If you do one of these three things, you’re setting yourself up for success.

What happens if you have a campaign that flops? Don’t beat yourself up. Remember that it’s tricky business. Even the best of the pros have a flop now and then. Regroup, retry, and expect success.

Next time we’ll talk some more about the importance of powerful headings…

Dedicated To Your Further Success.

All the best,

Allyn Cutts

PS To contact me via email, Click Here

About the Author

Allyn has spent over 24 years helping businesses like yours find new customers and increase sales to current customers.

Allyn consults personally with clients to design and deliver offline and online direct marketing strategies that focus on metrics and measurable results. You can learn more about Allyn Cutts at http://AmazingMarketingStrategy.com or you can call 610.437.4106 between 10 AM and 4 PM Eastern Time Tuesdays and Thursdays

You may reprint or distribute this article as long as you leave the content and the resource box at the end intact.

Undercover Messages Get Opened!

Mail time is a ritual at my house. The moment I get home, I head for the mailbox, grab the stack of letters, then set out for the kitchen counter. There I stand near the trash can and begin sorting… junk mail, good mail, junk, junk, aha a letter. Truthfully, junk mail doesn’t even stand a prayer of a chance. Its destiny is determined with the flick of my wrist before it vanishes into oblivion.

There are a lot of folks out there just like me. That’s why I like to use the sneak attack with my direct mailers. These little undercover agents sneak past that cursory sorting, and manage to get themselves stacked into the “good mail” pile.

What’s the key? Nothing! Yep, you read it right… absolutely nothing.

What do you think when you get a letter addressed to you, with no return address, no logo, no positive identification of any kind? Aha, the wrist stops before it tosses the letter… not quite sure that it is indeed “junk mail.”

You can try a few variations of your own… maybe an envelope size change, or using an attention-getting name on the front. Association with someone important is also a great way to get past the initial sorting ritual.

Another little trick that works wonders is the postage stamp. Wary “mail sorters” can spot a commercial meter stamp and interpret its meaning right away. A real postage stamps screams, “I’m personal mail. Read me!”

Is there a downside to the sneak attack? Find out next time.

Dedicated To Your Further Success.

All the best,

Allyn Cutts

PS To contact me via email, Click Here

About the Author

Allyn has spent over 24 years helping businesses like yours find new customers and increase sales to current customers.

Allyn consults personally with clients to design and deliver offline and online direct marketing strategies that focus on metrics and measurable results. You can learn more about Allyn Cutts at http://AmazingMarketingStrategy.com or you can call 610.437.4106 between 10 AM and 4 PM Eastern Time Tuesdays and Thursdays

You may reprint or distribute this article as long as you leave the content and the resource box at the end intact.