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:
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.
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
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Drayton has helped sell everything from Airbus planes to Peppa Pig. His book, Commonsense Direct and Digital Marketing, out in 17 languages, has been the UK’s best seller on the subject every year since 1982. He has also run his own businesses in the U.K., Portugal and Malaysia.
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