Direct Marketing News

In school, grammar and sentence structure are drilled in to our heads, the world of Direct Mail Copywriting you need to throw your grammar book out the window. Proper grammar does not sell product, reaching people on emotional level does. Whats your hook? Or whats the story? Writing sales copy is more like writing a screen play for a motion picture.

Lets say you were writing copy for a skin care product that healed cancer. Well, you could start talking about how great the product was and how it comes in three different color bottle. Thats how you see things advertised on TV and in Magazine right? Why, shouldnt you focus on the product? One, simple reason people buy products based on there emotional value. What you see in Magazines and on TV is called branding, if you not making $77 million dollars a year it is not a good ideas to use branding in your marketing.

How do you reach people at emotional level? Think of your sale letter or marketing brochure as a feature film. Every Hollywood motion picture has three acts, setup [of the location and characters], confrontation [of the problem], resolution [of the problem].

ACT I establish the dramatic situation and introduce the main characters, Start of the sales letter with statements that summarize the entire letter. Imagine this being the trailer for the movie, Miracle skin care product found to reduce skin cancer, according to 10,000 test cases.(not a real product, this is just an example). Its time to set the stage and meet the characters. Just four months ago I was diagnosed this skin cancer and it quickly spread over 20% of my body. I am a mother of two and children became afraid to look at me with this cancerous growth on my face not to mention I could die from this progressive disease.

ACT II - commonly described as “rising action”, I was reading a scientific journal about South America scientist who discover a topical cream the was used by medicine men deep in the rainforest, recorded data that suggest that the cream had healing properties. Unfortunately the scientist died of malaria shortly after returning to the states.

ACT III - the resolution of the story After all the tension has been built its time to easy the readers mind. In the late 90s a group of Harvard medical student recovered the lost formula from the schools archives, and ran the latest test on it prosperities. At this point you would state the scientific research and how the reader can get free sample.

Too, many times here stories about copywriters who worry about proper grammar and finding just the right words. In fact it is not grammar that matters; its the structure in which you present the story. The more powerful and emotional you can make your story the more success you can achieve.

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