Writing a sales letter recently, I was reminded of some advice from, I think, Dan Kennedy. Although I doubt it's unique to him, it was his name that came to mind.
Anyway, the principle is this: when drafting sales copy, you cannot afford to cater for the sensibilities of the easily-offended. Your aim is to maximise the copy's compelling appeal to those who might buy - to maximise response. Remembering that it will always be a small minority who actually take action, your job is to make sure they do.
Basically, everyone else is simply not your concern. They weren't buying anyway. And if they're on your client's mailing list for years and still haven't bought, your client is better off without them. Driving them away could save time and wasted marketing resources.
Two percent buying and ten percent offended is better than no one buying and no offence caused.
Which is not to say you should set out to offend. Two percent buying while ninety-eight percent complain or are lost as clients forever is not a good result, but your first priority - indeed your only concern in the end - is to sell.
Roy Everitt, writing for results
No comments:
Post a Comment