You’ve no doubt seen this before…
Likely yesterday. If not today already.
Some shmuck’s marketing campaign packed with every adjective and outlandish claim possible to describe their product.
This type of marketing copy is crap.
Let’s talk about writing copy and being real.
First and foremost, if you’re reading this, odds are you’re a direct response marketer or at least you understand the value of direct response marketing.
I believe that copywriting (the ability to use words to lead prospects through the buying journey) and leading prospects to ultimately buying your product or service is one of the most valuable skill sets, that you can have in this business.
But it goes without saying that, over the last 15 years doing this, not just my skills, but the way I view copywriting and the way I go about every single piece of copy I sit down to write has evolved…
In fact, the way I view copywriting has changed enormously.
“The chance to peep and be a voyeur will drive new customers to spend more with you.”
I shared that with a client while in Baltimore a few weeks ago.
The room was filled with about a dozen marketers, copywriters, and media buyers.
We were discussing how to best increase the take-rate on their bump offers.
There’s a reason lots of marketing online triggers doubt, skepticism, and disbelief.
Cause most is based on hyperbole.
Lots of exaggerated claims and promises. Language filled with excess.
Instead of assembling a rock-solid, airtight marketing argument, many marketers and copywriters attempt to win their prospect over with grandiose descriptions, hyped-up promises, and vague claims.
They foolishly think “going bigger” with their language is the way to go.
It’s no longer enough to just promise your prospects a slew of benefits in your marketing.
Prospects have evolved…
And your marketing needs to evolve as well.
Today, because prospects are pounded with advertising and marketing messages, they want to know more than just WHAT your product or service can do for them.
When I was in my early twenties I was surrounded by a lot of surly characters.
One, Greg, was a well-known drug dealer. Steroids, growth hormone, that sort of stuff.
And, man, was he paranoid.
Always thought his phone was being bugged. Even had a device connected to the line that, supposedly, could detect any monitoring.
He later went to prison. So maybe not.
One day, long before Greg got pinched (as they say), I agreed to pop by his little condo to grab a bag of “stuff” for my roommate.
I knew Greg, and my roommate didn’t, so the rule was: I had to come alone.
In Part 1 of this blog post, I gave you a sneak peek into how I generated a big marketing idea for a promotion known as The Social Security Loophole.
My big idea and “mock lead” was pretty exciting and unique…
However, the idea created by the copywriter for the actual promotion was far more powerful…
Today, you’ll see why.
I’m going to give you a glimpse into the evolution of a Big Marketing Idea.
This is from the financial publishing world. In fact, this is from our friends over at Agora Financial.
I want you to understand where it began. I want you to see how the copywriter came up with this incredible big marketing idea from a simple product, from a simple idea.
I also want to show you a mock lead that I wrote for this same promotion and the difference between my idea and lead, and the final idea for the actual promotion and lead that the copywriter for this promotion came up with.
Today in Part 1 I’ll show you my lead, and in Part 2 we’ll compare with the actual idea and lead that was used for this promotion.
I want you to see how much better his idea is than my idea and hence why his lead and promotion is ultimately that much better than mine.
I want you to see a couple things:
The Marketing Funnel Engineering Grid is used within the E5 CAMP Method. Use it to, first, determine the Prospect Level of Awareness of who you’re targeting. Then, second, identify the appropriate Lead Type to open your marketing campaign. And, third, make sure you understand how it will effect your campaign length and model.