Copy Tip: The Power of the “Bucket Brigade”

Copy Tip: The Power of the “Bucket Brigade”

Every direct response piece you write—whether it’s a magalog, direct mail package, email, website, radio ad or TV commercial—must engage the reader in a one-on-one conversation.

To perfect this person-to-person feeling in your copy, you need to call in the “bucket brigade.” That is, conversational words and phrases that pull in the reader, keep the conversation moving and prevent your copy from sounding too stiff.

Here are some of my favorite bucket brigade phrases that have been proven effective time and time again:

  • You already know that…
  • And what’s worse…
  • You see…
  • But it doesn’t stop there…
  • Let me ask you this question…
  • Keep reading to find out…
  • Now you can…
  • But what you really must know is…

The true test for conversational copy? Read it out loud. You’ll be able to tell right away whether you’ve created a fireside chat…or a one-sided lecture.

Want a FREE critique of your latest mail piece, email campaign, insert, display ad or website? Give me a call at (310)212-5727 or email Caleb at caleb@cdmginc.com. We’ll let you know what you’re doing right and what, if anything, could be adjusted to increase response.

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