If you work in sales, marketing or advertising, you have to check out this video.
On the eve of his retirement, copywriting legend Ted Nicholas looks right at the camera and tells you how he did it – and how you can follow in his footsteps.
Your markets sophistication depends on how many similar products, and how many competing ads.
There are 5 stages of market sophistication:
First stage is being first to market: Prospects have no sophistication about the product at all. So be simple, be direct, and don't be fancy. Just tell it like it is. Name either the need or the claim in your headline – nothing more. Dramatize the claim in your copy, then bring in your product, and prove it works.
More on Market Sophistication | What Stage Is your Market At?
Originally posted 2008-12-12 22:50:34.
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We don’t permit any client to give us ground rules. We firmly believe that he can’t know as much about advertising. Because we live and breathe that all day long.
Caples writes:
I would much rather have a hastily prepared advertisement based on the correct appeal than 20 beautiful pieces of copy with beautiful pictures featuring an ineffective appeal.
I would be perfectly satisfied if they spent 11 months in search of the right appeal and one month – or one week, for that matter, preparing the actual advertisements
Ladies and gentlemen, I envy you. Your timing is perfect. You’ve come in the direct response business at the right moment in history. You’re on to a good thing.
Having worked with various grades of copywriter and marketer, one of the funniest, and ironic things I hear relate to the so called USP.
Little do most copywriters know that the phrase Unique Selling Proposition was coined by a long-copy direct response copywriter, Rosser Reeves, who identified three criteria that a so-called USP have have to really be a USP:
More on Truth Behind The Unique Selling Proposition
Originally posted 2009-01-11 13:55:35.
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The modern advertiser and marketer… Call him a Market Maker… or better yet, a Market Diviner.
He seeks not to create new markets, for that would require educating, which takes time and great expense.
More on Market Diviners | Top Truths Of Breakthrough Advertising
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