A Must Read....(blurb)

[max5ty]

I have never heard or read a copywriter bring this subject up before...
not saying they haven’t - just saying I’ve never known anyone to have.

I think it’s worth looking into.

anyways...

I saw an ad for a movie yesterday...there were a couple short blurbs added -
they caught your attention and made the movie seem even more appealing -

- it got me thinkin...

hmmm, why couldn’t a copywriter use blurbs?

We all know about testimonials and how important they are at offering proof.

Blurbs could also be used.

What’s the difference between a blurb and a testimonial?

A testimonial is about how the product has helped someone -
Example: Since using these ideas, I increased my earnings by $1,000,000 last month.

A blurb is simply someone telling how important it is to buy the product or watch the video - a recommendation without a lot of detail - usually from someone who seems "official".

They’re short with highly targeted words -
Example: This is one of the best books you’ll read this year, or, A must see for the whole family...

There’s a whole industry built around paying for blurbs in the movie and publishing business...
...and there are even awards given out yearly for the best blurbs...
furthermore, there are those who all they do is structure blurbs based on the original statement.

We see them on the covers and advertisements for books -

- we see them advertising movies.

So this is how it would work...
In addition to your testimonials - your sales piece would have blurbs shown in key spots...

This book is a must read..... Bob Famous

...grab this, it will change your life... Joe Someone

If you buy nothing else this year, buy this... Larry Rich Guy

Do you get my point?

Hopefully this short post adequately describes the differences...and why they seem like they could boost sales.

Why not go Hollywood and use blurbs?

Maybe eventually the lesson will be, use testimonials and blurbs.

In my opinion, they’re worth studying.

Here’s more on them:

Gelf Magazine The Best Worst Blurbs of 2007

Blurbs provide best comedy of the year - Entertainment News, Timothy M. Gray, Media - Variety

[arfasaira]

I think its a great idea, but realistically how would a copywriter go about writing a blurb for their services without it sounding like they love themselves - even if it's written by someone else? And wouldn't that simply be an endorsement of sorts or like a testimonial? To me, they are far too similar to make a clear distinction.

I know Clayton Makepeace uses testimonials on his site which easily read like blurbs...
One of my clients gave me a testimonial which could have been a blurb. I suppose there is an overlap of the two. Worst case scenario - people think we're blowing our own trumpets!

[max5ty]

Originally Posted by arfasaira

I think its a great idea, but realistically how would a copywriter go about writing a blurb for their services without it sounding like they love themselves - even if it's written by someone else? And wouldn't that simply be an endorsement of sorts or like a testimonial? To me, they are far too similar to make a clear distinction.

I know Clayton Makepeace uses testimonials on his site which easily read like blurbs...
One of my clients gave me a testimonial which could have been a blurb. I suppose there is an overlap of the two. Worst case scenario - people think we're blowing our own trumpets!

Sorry, I may not have made it real clear - The blurb would have someone's name attached to it - someone who seemed official - like a doctor, lawyer, local business owner, community leader, local celebrity, even another copywriter, etc.

[arfasaira]

Originally Posted by max5ty

Sorry, I may not have made it real clear - The blurb would have someone's name attached to it - someone who seemed official - like a doctor, lawyer, local business owner, community leader, local celebrity, even another copywriter, etc.

Ah yes, I see what you mean. I suppose a blurb is akin to an endorsement then.

[max5ty]

Originally Posted by arfasaira

Ah yes, I see what you mean. I suppose a blurb is akin to an endorsement then.

Hey, that's a great way to look at it (endorsement).

I was surprised to see that there were companies that all they did was buy and sell these -

- if you have a book or a movie, all you have to do is go to them and pay for a blurb to add to your project - seems like a strange way to do business, but I guess it works.

[arfasaira]

Originally Posted by max5ty

Hey, that's a great way to look at it (endorsement).

I was surprised to see that there were companies that all they did was buy and sell these -

- if you have a book or a movie, all you have to do is go to them and pay for a blurb to add to your project - seems like a strange way to do business, but I guess it works.

That's actually very true - I know because I have a book which is currently with an editor and I did some rummaging around and you can get famous people to write endorsements for a small (!) price.

[John_S]

I think its a great idea, but realistically how would a copywriter go about writing a blurb for their services without it sounding like they love themselves - even if it's written by someone else? And wouldn't that simply be an endorsement of sorts or like a testimonial? To me, they are far too similar to make a clear distinction.

Works the same with copywriters, including getting a testimonial blurb by Ted Nicholas. It has been done.

Okay, why do it? Think of it as a stick letter -- remind the buyer of a report or ebook of what a good decision it was to buy.

Same with having someone else write the foreword, which is like a recommendation from a noted figure in the field.

What else can you do? You can do what tabloids do and, for instance, put your bullet points right on the cover.

How to use The Great Motivator - what the world wants most, has desired most since the beginning of time, and will always 'kill for'. (page 14)

The one type of letter that is ALWAYS interesting to its recipients. (Page 23)

However, make sure you really have the goods. And connect the bullet and section of the book to insure the reader knows this passage refers to that bullet point. Repeating or closely following the phrasing of the bullet as a lead in does this.