He was a bum on the streets, I ask "Where do you live at?" He said...

Well, now that you put it into perspective for me, DABK, I might need to rethink my standards a little bit.

Maybe I should get back to this guy and hire him?
In an effort to talk like, and connect with my target audience, how does this response sound...?

"Yes, you write copies me and I hire you write me copies."


(hmm, I might need to tone down the proper grammar a bit more before sending it to him?)

Hellor AMW,
Herschell past back in 2016. That was a sad time for me. He was one of my mentors.

Power Copywriting? I lost count. I'm constantly picking it up. Too many times to remember.

I'm addicted to his teaching style. So much so I invested in all of his books and courses. But, nothing from his horror film days.

Chinchilla

When I want to influence someone, I begin at the END. Exactly what do I want them to do. That is the Response. In writing direct response copy, that is often an order, a sale, or further call to action.

Whatever it is I want them to do, I begin with a clear idea and make sure THEY have a clear idea on what to do.

So, I know the RESULT I want. Then I think of it in Emotional terms. What emotion will evoke that response? Am I hitting the right points?

Then back to the beginning. The Stimulus.

I know what response, what result I WANT.

So, first thing...from WHOM? Who would, should or could respond to this, who is my TARGET? Where do I find them? How do I create the INTERSECTION where the Target meets my copy? Which leads to the media choice that has the best chance of being the right place.

Knowing I (or my words) am the STIMULUS, and WHO and WHAT I want them to do, then the copy needs to evoke those emotions most likely to get to the action I want them to take. The efficacy of my copy to do its job depends on:

Right TARGET selection,
Creating the INTERSECTION, or choosing it via media.

Using words which will resonate and stimulate, to further them to the conclusion.

Example.

Joint Pain. Lots of that. But too wide a market, although most would TARGET it as the market, I'd prefer to niche it down.

So, as a real life example, I chose GOLFERS. Then further segmented to Senior Golfers and then to Men and Women. Started with targeting FL golfers in the Winter.

I wanted them to send for a free sample of a pain gel. Along with the sample comes an offer, for a one time low cost or a super discount on an auto ship or multiple buy.

How would they respond? Via a toll free number.

Since the math allowed, I could send a direct response letter, there were lists available of Senior Golfers, segmented with Men and Women. I could choose states, so I controlled the media and the TIME of the promotion.

Whereas many selling Joint Pain relief would write the usual copy, pain, pain, pain...

The promotions featured either men or women GOLFERS specifically, and was slugged for the state. So, TX, AZ and FL would be slightly different in look (pic used, cactus in AZ, palm tree in FL TX flag for Tx).

In testing, I found including the free sample to be a winner. Then it was just getting them to order.

When I create a promotion, I start at the end with the RESPONSE I want, and try to figure out the EMOTIONS they might have which would evoke it. THEN, I create the Stimulus, keeping in mind the TIME, the MEDIA and how I want them to reach my intersection.

It may not work for everyone, but it has proven valuable to me over the decades.

STIMULUS-EMOTIONAL-RESPONSE

Thanks for asking,

GordonJ