The Advertising Solution: Influence Prospects, Multiply Sales, and Promote Your Brand

How much copy do you need to make a sale? If all you want to do is get people to make further inquiries, a short and snappy letter will do nicely. But if you are trying to get someone to commit to a purchase, you need to provide enough information to make that decision.

Rewrite a Cliché for Your Purpose Brian reminded me that what looks like a cliché in a headline can be super effective because it uses language your prospect is used to hearing. For example, a cliché often used at Boardroom Inc. was “What your mother never told you.” They adapted this to “What your lawyer never told you,” “What your doctor never to

always remember that you are speaking to one person, not to a crowd, even if you are mailing out a million sales pieces or your website is getting a million hits. Each prospect is looking at your material alone.

Avoid helping your competitors. Don’t spend a lot of time talking in general terms about how great your type of product is. Talk more specifically about all the great features of your own product.