Comments on: 3 “must-have” elements of direct response copywriting

By: Dean Rieck

Dean Rieck — Sun, 03 Jan 2010 04:06:24 +0000

That’s a cool link, Alex. Thanks.

By: Alex Cohen

Alex Cohen — Sat, 02 Jan 2010 22:59:44 +0000

> Assuming you have all the key element
> of a sales letter and you had to
> eliminate them one-by-one until you
> got to the bare minimum for a space
> ad, in what order would you do it?

One approach is to study old space ads that were proven winners.

For example, if you’re writing a magazine ad, look over some of the classics and see which persuasion triggers were used in them.

The other day I was doing just such a study of Joe Karbo’s famous ad, “The Lazy Man’s Way To Riches”. In it, Karbo primarily used these 6 persuasion triggers …

1. Attention-getting incongruency
2. Social proof
3. Credibility
4. Risk reversal (31-day hold)
5. Objection resolution
6. Offer/Call to action

If you don’t have Karbo’s ad in your swipe file, you can find it here …

http://tinyurl.com/ygzyg6x

Alex

By: Rich Becker

Rich Becker — Sat, 19 Dec 2009 03:19:12 +0000

Dean,

Excellent answer to a very specific question. All you’re sacrificing is attention in the ADIA (Attention, Interest, Desire, and Action) model, but even with your example, you’ve done a fine job combing the Attention and Interest (a.k.a. Offer).

I like it. Great day to drop by and wish you well.

Best,
Rich
.-= Rich Becker’s last blog … Revitalizing Teams: Five Steps To Success =-.

By: Dean Rieck

Dean Rieck — Sat, 19 Dec 2009 01:54:48 +0000

Lorraine,
Well, I agree that there can’t be any set formula for everything. You have to adapt to the situation. Though, there are general formulas and proven techniques. Here’s an article that explains what I think about the various levels of copywriting mastery: http://www.directcreative.com/the-3-levels-of-creative-mastery-in-direct-marketing.html

By: Lorraine

Lorraine — Sat, 19 Dec 2009 01:32:10 +0000

Thanks for this detailed and honest analysis. I like your thoughtful approach to explaining direct response writing.

And I appreciate your articulating that no hard and fast rules exist. So many long-copy gurus and copywriting course “masters” imply that there is a formula. And they cram instructional materials with every rule, trick and suggestion imaginable without explaining how to customize copy for different offers, products, customers, etc.

As you note, your choice of copy elements, “depends on what you’re selling and who your potential buyers are.” That’s a HUGE concept to wrap your head around. And only experience helps you ask the right questions and come up with thoughtful non-formulaic answers.
.-= Lorraine’s last blog … 10 Best Holiday Gifts for Writers =-.

By: Dean Rieck

Dean Rieck — Fri, 18 Dec 2009 15:45:54 +0000

My pleasure, Neil.

By: Neil Mattingley

Neil Mattingley — Fri, 18 Dec 2009 15:41:53 +0000

Hi Dean

Thanks for taking the time to answer my question (s).

I now not only have a much clearer idea about what is essential in direct response advertising, I also have a way of deciding what other direct response elements to include – if at all.

Rest assured you can leave your “guru” robe on.

Thanks again

Neil Mattingley
Perth Australia