Rebroadcast Ep 13 -The difference between a $1 bill and a $100 bill

The Marketing Drive

Short marketing message that you can use right now!

Welcome to Episode 13 of The Marketing Drive with Chris Doelle.

This show is so named because I record it unscripted and unedited on my commute to work. When an idea pops in my head, I hit record. You get my off-the-cuff take on anything related to marketing your business. Be sure to send your show ideas and questions and I will use them for future shows!

Copywriting may be one of the most overlooked aspects of your marketing and advertising!

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TRANSCRIPTION:
I want to talk about copywriting. I don't know how much you know about copywriting. It's one of those things that people who are copywriters, get it. People who are not copywriters usually think copywriting hoodoo but I forget where I heard the saying, but I believe that the saying the difference between a $1 dollar bill and a $100 dollar bill is what is said on sa sales pitch. And think about it, you can say , I'm not gonna come up with the $1 dollar example, I can't  think that way but it really pays to take a look at your copy. Take a look when you write a flyer or a banner ad, something like that. Anything that the world is gonna see and hopefully take a call to action to do something, purchase a product or service, pick up the phone call, do whatever, go to your website, whatever it is you are asking them to do. Pay attention to what you see. On your copy, the number 1 is what I have mentioned already, the call to action, if it doesn't tell them what to do, if it doesn't suggest to pick up the phone  and call now, if it doesn't say order now, then, it's not gonna happen, I mean, sure it will happen if somebody desperately is already sold on you and already sold on what it is you want, then yes, they will find a way to get to you. They'll ignore that copy to get to you and make a purchase but if they're on the fans or they're trying to decide whether they need your product or service, you need that call to action, you definitely need that plus you also need, you needed to be clear and when I say clear, I mean, the message itself on the ad. The ad copy needs to be very clear. Here is what you offer, here is what they get out of it and focus it all on them. Don't focus on why you're so great. Nobody cares why you're great. Nobody gives a flip about that 20 years of experience you've got on it. Sure, they'll use that to justify their purchase later but first, they have to want it and for them to want what you have, they need to know how it can benefit them, that's it! Later, like I said, they justify their actions by looking at if there are things but at the end of the day it's all about what's in it for them. So make sure your ad copy tells them clearly what the next step is, how to move forward, how to make this relationship, how to take that next step and have a transaction with you and then when tiny aside, make sure it's legible. Don't use fancy fonts because you think they look cool. Hold it away, take it 10 ft. away from you, 20 ft. away from you, see if you can read it, and again I am not saying just big bold letters but it should be easy to read. You've got seconds. The attention span of America continues to the window. You have fractions of seconds to interest people. So, I could do tons of shows on what actually goes into an ad but let's just wrap this one up by saying make it clear, make it benefit them and definitely make sure there's a call to action.

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