offer and message
a   science and an art
satisfy needs
characteristics
popular offers
message tips
emotional
logical
moral
tease
benefits
customer can…
save
negative appeal
urgency
competition
question
empathy
long-form
the   messagethe offer               terms             appeal   the call to action
Writing a direct response offer and message
Writing a direct response offer and message
Writing a direct response offer and message
Writing a direct response offer and message
Writing a direct response offer and message
Writing a direct response offer and message
Writing a direct response offer and message
Writing a direct response offer and message
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Writing a direct response offer and message

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  • Science: Research Art: Creativity
  • emotional and logical
  • Believability Involvement (avoid glaze over) Creativity (think exclusivity) Logical fit w/ business, theme + response
  • 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
  • Writing a direct response offer and message

    1. 1. offer and message
    2. 2. a science and an art
    3. 3. satisfy needs
    4. 4. characteristics
    5. 5. popular offers
    6. 6. message tips
    7. 7. emotional
    8. 8. logical
    9. 9. moral
    10. 10. tease
    11. 11. benefits
    12. 12. customer can…
    13. 13. save
    14. 14. negative appeal
    15. 15. urgency
    16. 16. competition
    17. 17. question
    18. 18. empathy
    19. 19. long-form
    20. 20. the messagethe offer terms appeal the call to action

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