Decide on attractiveness of the offer (what can you reasonably afford?) Ways to express discount (in pods, come up with ways to express discount for restaurant – write on board) “ One year of Sports Illustrated for only $12” (regular $24 per annum/12 issues) Only $1 per issue Half price Six issues free Save $12 Save 50%
Free gift with purchase and Other free offers
Discount offers
Sale offers (discount explained)
Sample offers
Guarantee offers (money back if you don’t get a job!)
Sweepstakes offers Handout of 100 other offers
The Message The goal of EVERY word you write: RESPONSE What am I selling? To whom? What do I want them to do??? Tips YOU focus Headlines / Body copy Key words (Free, You, How, Now, Why, Today, Save, Why, At last, Limited) Colorful vocabulary Benefits vs. features Narrative Long form vs. short (AiDA from Frank – Get attention, Develop interest, Reduce resistant, call for action) HINTS: Don’t give too much away Exploit people’s natural curiosity and ego Avoid “let down” effect
Emotional Appeal Logical appeal Moral appeal Teaser approach Benefits focus Customer can gain / become / avoid something People can save (more than money) Negative appeal (product as hero) Urgency appeal Competitive differences Ask a question Show empathy Long-form copy (more than 25 words on an envelope to attract attention)
What's this?
Give it a Try: Pull technique out of one hat, pull product out of one hat. And come up with a message for that product. Submit to Lindsey.
Message Includes: Terms of what’s being promoted (the product) SOLID request for response Corresponding offer Appeal
