Famous ad man David Ogilvy didn’t write a word of copy before conducting 10 days of product research. By digging for details, he was practicing one of the greatest copywriting secrets of sales success: use specifics to sell well.
There’s a lot of selling power packed in the words used to paint pictures of your product in a prospect’s mind.
Take this opening copy used by newsletter International Living:
“You look out your window, past your gardener, who is busily pruning the lemon, cherry , and fig trees … amidst the splendor of gardenias, hibiscus, and hollyhocks.
“For a moment, you think you have died and gone to heaven. But this paradise is real and affordable. In fact, it only costs half as much to live this dream lifestyle as it would to stay in your own home!”
Can you feel the “Wow!” factor? This newsletter is about retiring overseas and the fine details are what make this story sound true in the mind of the reader.
They’re also what make this product unique. Most companies use similar language, which only serves to lump their products with competitors.
Here are some other tips when using specifics to sell well:
- Deliver the detailed image first, then follow up with a product promise
- Focusing on sensory details (tough, sight, sound, taste, and smell) appeals to emotions
- For logistical appeal, use specific numbers. “Even at low engine speeds, the power units of the BMW X5 are quick to impress with maximum torque of 400 Nm at just 1,300 rpm.
- Use details to show improvement: “Tim Johnson used to handle accounts payable by hiring a temp each month. Now he uses Quickbooks Automation Billing software, which cuts his time and cost by half.”
- Express an emotional reaction you want your prospect to feel. “When I read the latest test analytics report, I just about dropped my coffee mug. Let me show you what I mean …”
- Try “Technicolor details” in your copywriting, and watch results soar!
Are you experiencing a loss of sales or leads? It could be your copy. Right now, I’m offering a critique of current sales copy—FREE! Call me at (310) 212-5727 or email Caleb at firstname.lastname@example.org. Together, let’s boost your prospects, sales, and profits!
Here are the rest of this week’s articles:
- Direct Mail Retargeting (DMRT): Your “Secret Weapon” For Supercharging Results to Your Multichannel, Integrated Campaign
- A $350 Million Buyout, Thanks to This Special Marketing Campaign
- Testing Corner: “By Invitation Only” vs. “Private Beta”