Remember the old Carnival Sideshows? Boy, did they have a way of getting you to STOP and ENTER their tent to see SOMETHING UNUSUAL.
Like this actual transcript from a famous carnival company…
BARKER: “Step right up to see a real two-headed baby, with two perfectly normal heads, four perfectly formed arms and hands, and only two legs and two feet on the single body. Born or normal parents of a normal birth, the same as you and I. Come in now and visit with the baby just as long as you like…”
Gotcha, right? Despite all the distractions of a carnival—the music, the crowds, the foods—you stop, pull out your wallet, pay and go in. You have to see the unusual baby.
Same challenge I face in marketing a product or service and breaking through all the clutter and the distractions.
What can I write that’s just not the same old thing? What can I write that makes the reader say, “I’d better check this out—now.”
Recently, I had to write a promotion for a new resveratrol product. As you may know, resveratrol is the molecule found in the grapes of red wine that helps fight off aging.
One of the biggest challenges was there have been many mailings marketing resveratrol—so it’s not a new story.
Fortunately, the new formula I was marketing included resveratrol and a new, little-known nutrient that works together with resveratrol to give even better anti-aging benefits.
So I came up with this cover copy :
Like this actual transcript from a famous carnival company…
BARKER: “Step right up to see a real two-headed baby, with two perfectly normal heads, four perfectly formed arms and hands, and only two legs and two feet on the single body. Born or normal parents of a normal birth, the same as you and I. Come in now and visit with the baby just as long as you like…”
Gotcha, right? Despite all the distractions of a carnival—the music, the crowds, the foods—you stop, pull out your wallet, pay and go in. You have to see the unusual baby.
Same challenge I face in marketing a product or service and breaking through all the clutter and the distractions.
What can I write that’s just not the same old thing? What can I write that makes the reader say, “I’d better check this out—now.”
Recently, I had to write a promotion for a new resveratrol product. As you may know, resveratrol is the molecule found in the grapes of red wine that helps fight off aging.
One of the biggest challenges was there have been many mailings marketing resveratrol—so it’s not a new story.
Fortunately, the new formula I was marketing included resveratrol and a new, little-known nutrient that works together with resveratrol to give even better anti-aging benefits.
So I came up with this cover copy :
The Next ResveratrolYou’ve heard about red wine resveratrol on 60 Minutes, Oprah, ABC News and CNN. Maybe you’ve taken it, but haven’t gotten the results you want.
But now, is there a better way for you to get the resveratrol you need to help you…
*Outlive your doctors? *Avoid most “old age” ailments?
*Add an extra decade or two of healthy living to your life?
More than 30 clinical studies say, “Absolutely!”
I was able to catch readers attention…
By promising something new, i.e., “The Next”
By piggybacking on something they knew about: Resveratrol
By making a big promise: A better way to get resveratrol
This was a new story, something they’d want to read.
It worked! On initial response, this cover was the winning cover from a three-way test…and well on its way to being a successful mailing.
A question to always ask myself: Am I getting my prospects’ attention and making sure they put down whatever they’re doing to read what I write.
Come one, come all—and see the two headed baby!
By promising something new, i.e., “The Next”
By piggybacking on something they knew about: Resveratrol
By making a big promise: A better way to get resveratrol
This was a new story, something they’d want to read.
It worked! On initial response, this cover was the winning cover from a three-way test…and well on its way to being a successful mailing.
A question to always ask myself: Am I getting my prospects’ attention and making sure they put down whatever they’re doing to read what I write.
Come one, come all—and see the two headed baby!
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