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In my favorite book on direct
marketing, Breakthrough Advertising, Gene Schwartz writes…
“If your market is at the stage where they’ve heard all the claims, in all their extremes…then what this market needs is a…NEW MECHANISM—a new way to making the old promise work.”
His example? For weight loss, the limits of its basic promise had been reached with a headline like:
“I am 61 pounds lighter ...never a hungry minute.”
How do you beat that headline? With a new headline that shifts emphasis from what the product does to HOW it works. Like this…
“Floats
fat right out of your body.”
For promotions I’ve written, one of my goals is to follow Gene’s advice …and it’s worked!
For a new natural pain relieving product, called Mobilify, I knew I needed to tell HOW this product worked, to explain why it delivers superior and faster pain relief than its competitors.
After digging into the research, I discovered that the key ingredient, Indian Frankincense shuts down the inflammation “command center,” called Nuclear Factor Kappa Beta, not just one the main inflammatory genes called COX-2.
Many natural “solutions” for pain try to stop COX-2, but Indian Frankincense deactivates as many as 400 pain-causing genes. THIS is the new mechanism that makes Mobilify so unique and so powerful.
Telling HOW Mobilify works helped make this promo a
big winner.
For a new anti-aging supplement called Renewal, I had to research WHY this product was different that all the other competitors. A few things helped me explain a NEW mechanism for shattering the limitations of aging and increasing “youth span” by 20 years.
