News
 The
Real Job Of Any Direct Marketing Campaign
By Bob Martel, contributing author
Creating want, and converting that insatiable desire
into an unfulfilled need that absolutely must be
satisfied right now. With that said, the Editor
wants 450 words so what else do you want to discuss?
Okay, I guess there is more to be said.
On a subconscious level, whenever you extend an
offer to a prospect, or to a key client, you are
competing for their expendable income and trying to
convince them that it is their best interest to make
this unplanned purchase… even if it makes perfect
sense logically. As a persuasive direct marketing
copywriting Ninja, your task is simple: get their
attention and convince them that they must possess
the benefits and value of your product or service.
Make them feel good about a smart buying decision.
How do you get on the same wavelength as your
prospect? Another easy task.
1. Help them avoid danger and move toward safety.
2. Address their fear of losing out and the
possibility of gain.
3. Employ ethical autosuggestion techniques and
embedded commands in your copy to help them make an
informed buying decision. Listen to the Transition
Lenses TV commercial!
4. Use key magical words: Because… Their Name… Now…
Please… Thank you… Don’t…
There is a long list of transformational very
powerful trigger words.
5. Focus on making a real connection with a human
being through the mail. Someone you do not know and
will never meet, but whose life will somehow be
better as a result of what you are offering them.
What are some of those core desires that drive our
wants? There are about 25 things that us humans
want, and will do just about anything to acquire.
But I was only given 450 words. Start by researching
Dr. Steven Reiss’s work on the subject, and you can
catch me for the other 9 desires. Among the 25
desires are: power, romance, sex, (not the same!),
honor, acceptance, tranquility, and order. Learn how
to satisfy all of them. How does your product
address their desires? For example, our remote
network management services will improve your golf
score – because you’ll have more time to spend on
the golf course! And a better score means prestige
and bragging rights!
Of course, before you can entrance your market to
make a smart purchase decision, a little self
hypnosis before penning a sales letter will put you
in tune with your prospects. As you envision your
prospect reading the letter, contemplating their
decision and leaping to the phone or your web site,
ask yourself if you would buy the product you are
selling, and does the selling model you are imposing
on your prospect even remotely match the prospect’s
reality.
Bob Martel is a
marketing consultant and direct response copywriter.
He can be reached at (508)481-8383 or
bob@jmbmarketing.com.
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Melissa Data
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