Even though I’m still in the opening pages of the AWAI copywriting course, I’m already discovering that emotion is what motivates a person to buy — especially if you are addressing the reader’s fears, greed, and (gasp) lust, among other things. To be honest, I already knew this. It’s been drilled into my head by internet marketing gurus for the past couple of years but still, it was good to see it confirmed by copywriting experts.
So while I am pouring over my junk mail, I’m going to be trying to figure out what emotion the writer was trying to tap into in the various pieces of mail I’ve collected.
Speaking of which, I got a great swipe file sample today from Adam Urbanski, a direct marketing biggie and internet extraordinaire (www.themarketingmentors.com). It came in a large red mailer that looked like a FedEx rush mail delivery and inside he had a little worry doll attached to the opening page. I haven’t read it all but he mentioned right off the bat that he had two reasons for attaching the little worry doll — one to grab my attention (it did) and two to let me know that he was “worried” about me and wondering why I hadn’t responded to his incredible offer.
Did he grab my attention? I’d say that’s a big yes. I’m definitely going to read that one from cover to cover. I am tempted to contact Adam and see if he’d be willing to share his response stats with me on the effectiveness of this particular mailing. I have received something similar from him in the past (and I still have it so I’m going to compare the two mailings for content and formula) so obviously it must have worked fairly well last time for him to repeat this kind of mailing. It can’t be cheap.
I’m still in the first section of the program, the introduction really. I plan on reading a little more before I hit the sack tonight. I also spent some time this afternoon reading a special report by Donna Doyle (AWAI Copywriter of the Year and one of the 3Chix at www.3Chix.com) called “10 Success Tips for Freelance Writers.” I don’t claim to know an awful lot about copywriting or freelance writing for that matter, but it made me feel good that almost all of the information Donna put forth in her report was information I was already aware of and/or I would have done instinctively. That was encouraging to me. It made me feel as though I might have a greater affinity for this profession than I realized or perhaps it is one that just might come more easily to me than I had anticipated. Let’s hope.
So that’s my progress for today. Nothing earth shattering but still, it’s progress.
Until next time …
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