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Robert posted an update 9 years, 6 months ago · updated 9 years, 6 months ago
I am looking for some good copy on selling tangible items that are rather boring. For example, motor oil? I sell AMSOIL (A side business), and it’s not really possible to come up with some kind of “secret” or blind bullets since there is nothing new to discover once they get the product.
The same goes for my upcoming target stand, there is no…Read more
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Peter Ippolito posted an update 9 years, 6 months ago · updated 9 years, 6 months ago
I’m curious if anyone has any experience or test results on how best to sell big, one-time discounts.
We have a daily deal site–like groupon, we offer daily deals in local businesses: 50-90% off in salons, restaurants, etc.
Our headlines have always basically been announcing the discount. That is, “70% Off Hair Straightening Treatment in…Read more
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Hi Peter. I have not been involved in any testing on this particular topic. However, a huge sale like that is generally considered a hook. But only if it’s credible. Some biz have products that are never NOT on sale (furniture stores often operate this way), so they have to add other hooks to get readers’ attention. One furniture store owner I…Read more
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Hey John, thanks a lot for the detailed and helpful response. Makes sense–and certainly will require some hard thought to test it correctly.
Adding the right reason why probably requires adding more personal voice to our copy, which is probably a good thing anyway (“I’ve been trying to convince Salon XYZ to publish a discount on that amazing…Read more
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Pete – Hope over to Groupon.com.
Notice that they (finally) take as little space as possible to show the sale price. Almost no copy invested.
Not that I have the data, but I’d make a big bet that’s because “on sale” , “super discount”, etc. is assumed by everyone on that particular site.
If you’re in a department store, at any on time you’ve…Read more
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Thanks Stan. Groupon has steadily reduced the amount of copy on their site–they used to prize themselves on outlandish and amusing descriptions, which I think John would have dismissed as a perfect example of selling from your heals. Now they are just decribing the basics and the instructions for cashing the coupon.
We got a bit further, but…Read more
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The Marketing Rebel Team wrote a new post 9 years, 6 months ago
Copywriting Tip — How to Grab Your Prospect's Attention
In this clip, taken from a Copywriting Hotseat, John talks about how to call out to your prospect at the beginning of a sales letter, and tells […] -
The Marketing Rebel Team wrote a new post 9 years, 6 months ago
The Mindset of the Direct Response Buyer
This piece is taken from a hot seat that John Carlton and Stan Dahl conducted. Harlan Kilstein is on the hot seat. He is an experienced marketer […] -
The Marketing Rebel Team wrote a new post 9 years, 6 months ago
John Carlton on Copywriting: How To Write Clear, Engaging Copy
John Carlton shows why there are job opportunities for skilled writers. How it is easy to set yourself apart if you can write clearly and […]
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John Carlton’s Best Ads: Did You Know There’s $31 In Your Account?
Get all of John Carlton's most successful ads here >> John Carlton's Best Ads... and The Stories Behind Them Here's a great twist on letting the reader know there's a bargain afoot. Instead of just slashing the price by $31... I urged the client to...
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Stan Dahl replied
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Hi Robert — Good question. You seem to be over thinking this just a bit.
Info product or physical product, your copy should be about the benefits it will provide to the person’s life.
Will it save me time? Money? Do you make it easy to reorder?
Picture of a can of oil do not contain a benefit. Pictures of more free time, cars that look…Read more
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Robert replied
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Thanks Stan,
You’re 100% correct, and I am probably missing something important and haven’t experienced that “a ha” moment yet.
I find it difficult to come up with good copy that will make customers really want the item. I can understand how an informational product can create an itch that just has to be scratched. You really want to know the…Read more
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Peter Ippolito replied
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Hey Robert, if I may, I’d suggest checking out The Adweek Copywriting Handbook by Joseph Sugarman. Sugarman pretty much only sold physical products, and was an expert at making the basic intriguing, and making the complicated easy to understand. Good examples there of selling swiss army knives, grapefruits, watches, calculators, underwear, and…Read more
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Robert replied
Thank you Peter, I will search out and see what I can find by Sugarman.
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John Carlton replied
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Hi Robert. I’ve sold a bit of “not terribly interesting” products in my time.
First, though, you need to exhaust the potential storylines that can be there. Is there a story behind the creation of the product? Or is there a story behind the creator of it — did he make an accidental discovery while working for NASA, or did he build his own lab…Read more
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Robert replied
Thank you John for taking the time to reply. It has helped tremendously.
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Robert replied
I would really appreciate that John! How can I contact you?
Thank You,
Bob