Don’t be vague. It kills.
You probably won’t die.
But the response to your copy will.
Imagine someone tells you, “I’m going to make you rich someday”.
I bet the first thing you’ll want to know is “how rich?”
Followed by, “when?”
If you’re like most people you won’t bother asking.
Because you’ll assume their claim is a load of twaddle.
Don’t make the same mistake.
Tell people exactly what they’re getting.
Here’s an example:
In 1964 I wrote copy for a device called, the Bullworker.
Which made you “stronger, quickly”.
After a closer look at what the Bullworker did I wrote an ad with this headline:
Britain’s Heavyweight weightlifting champion 1956/7/8 guarantees
THESE 7 EXERCISES WILL BUILD
A POWER-PACKED BODY IN 49 SECONDS A DAY
Or all your money back without question.
That headline sold 30,000 Bullworkers in the first year.
The Bullworker still sells all over the world.
Go online and look.
Here’s a shortened version of the ad I wrote 55 years ago.
That headline anticipates and answers the important questions.
1. “What will I get out of it?” – a power-packed body
2. “What do I have to do?” – 7 exercises for 49 seconds
3. “Says who?” – a Weightlifting champion
4. “How do I know I can trust you?” – I guarantee it or your money back…
All their questions were answered.
With facts.
Not vague, sweeping statements they couldn’t trust.
There was no reason to say “no”.
And 4 compelling reasons to say “yes”.
If this ad had been headed “do this and you’ll get fit, sometime” would you have cared enough to open it?
I doubt it.
Be precise. Be persuasive. Be believable.
Or if you’d rather we do it for you, get in touch – http://draytonbird.net/agenq/
Between us, we’ve been telling people precisely what things do for them for 82 years – so we have a pretty good idea what we’re doing.
And if we don’t get you better results you don’t pay.
So what have you got to lose? – http://draytonbird.net/agenq/
Best,
Drayton