Have you ever thought of using the news appeal to promote your
product? The reason I mention this is that the news appeal has
worked very well for me over the years.
In fact, it's worked so well that 90% of the direct mail packages
and email messages I write use the news appeal.
Why do I like news?
Because it cuts through the clutter of messages that we are
bombarded with every day. Most people don't realize this, but your
mind automatically cuts through the cacophony of messages to get to the news.
As a result, the closer your message resembles the news, the
greater your chance of opening your prospect's mind to your sales
In other words, the news angle helps you bypass your
prospect's mental spam filter.
Think about it.
What's the first thing you do in the morning? Listen to the news?
Log on to the Internet to read the news? Go out and grab the
morning paper?
Most people do one, if not all, of the above. It doesn't stop
there.
How about when you arrive at work? You read the newspaper, right?
Maybe a few industry journals?
What about when you get home at night?
Don't you watch the news?
The fact of the matter is that Americans are hungry for the news.
Just look at all the news organizations that have sprung up over
the past 20 years: CNN, Fox, MSNBC, the Drudge Report.
If you aren't using the news appeal, you are missing a powerful
tool to use to increase response.
By the way, I didn't invent this approach. I just use it. If you
check John Caples' Tested Advertising Methods, Chapter 5, you will
see the first eight of his 35 headline-writing formulas are devoted
to--what else--the news!
Frankly, this is what makes the magalog so effective. It delivers
a sales message in a magazine format. If you're not familiar with
the term "magalog," think of it as an infomercial in a magazine
format.
Or, better yet, think of it as the 24-page sales letter that's too
thick to fold and place in a #10 envelope.
Over the years, I have found that whenever magalogs are introduced to a new market, they pull in many more responses than your classic direct mail package.
Don't take my word. See for yourself. You'll be amazed at the
results.
* * * * * * * * * *
How to Write Long Copy that Makes Money
* * * * * * * * * *
If you've never written a magalog before, it's not like writing any
other kind of direct mail promotion. If a #10 package is like
running a sprint, the magalog is like running a marathon.
Yet, learning to write an effective magalog will make you much more valuable to publishers, product managers, and entrepreneurs.
28 years ago, I spoke to the Newsletter Publishers Association
on this subject after I had created one of Phillips Investment
Resource's biggest controls in years. It was called "The Great
Retirement Betrayal."
Phillips mailed more than 25 million copies until it was finally
beaten by Gene Schwartz, of all people. (To be sure, I beat him
back six months later!)
I actually videoed that presentation and did nothing with it.
It's been sitting in a box for all these years--until now.
I'm proud to say that I had it converted to a DVD.
You'll find the techniques I developed back then hold true today.
They actually form the foundation of my 30-plus controls with top
mailers.
If you would be interested in finding out more about my classic
presentation, I've set-up a page on my web site that includes a
video clip and a complete description.
That way you'll see if you'd like add a copy to your own personal swipe file. Here's the address for more information.
http://www.dougdanna.com/how_to_write.html
All good wishes,
Doug D'Anna
