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IMPORTANT UPDATE...

by max5ty
26 replies
Couple of ideas on what's working and what's not in copywriting for 2023.

We're way past the age of the single sales letter...

the "from the desk of" and "this may be the most important letter you read today" are long gone.

These days, if you're a copywriter, you need to plan the whole story out. If you're not thinking of your copywriting as a story, you're missing the point of today's methods that work.

You need a beginning and ending and it all has to be choreographed.

How you begin your story is the most important.

So, let's say you're hired by a shoe company to help them with sales...

how do you begin the story...or, how do you first interact with potential customers?

Would you design an ad that talked about how great the shoes were? ...and then take them to a sales page that gave some info on the shoes and how to order? ...

you could, but, there are ways to get better results.

It's called beginning a story with customers before you try and sell them anything.

"A Father Of 6 Saves Christmas..."

You then tell the story about how this guy works long hours and managed against all odds to give his family the best Christmas they ever had. A real tear-jerker that evokes a ton of emotions. And, somewhere in the story, very subtly...

you mention how one of your products helped. Maybe it was an insole you sell...not the whole shoe...just enough to build curiosity. No big glaring ad. No obvious plug. Just a simple mention that seemed almost irrelevant. No big request to buy...

this plants the thought. It's the beginning of your story.

The story gets shared. It gets talked about.

The amount of people that would look up your product is amazing.

It's an ad that doesn't look like an ad. It's too simple for some because they want to blast all the shoes and how great they are.

If something like a simple insole that is sold can help...people will take the time to look at your shoes also.

See what I'm saying here?

It's like covert, underground selling.

This is advanced copywriting for 2023.

Now, some will say this all sounds like hokey pokey nonsense.

But, it's being done every day on Social Media and in news stories...and some recognize what is happening...but more importantly the customer doesn't see it as an ad.

It's the beginning of your story.

It works. It's working. It's being used every day.

Copywriting should be looked at as a whole story and not just a single piece to make sales.

Just a little thought for copywriters to use this year.
#important #update
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  • Profile picture of the author Princess Balestra
    It is a trooth universally acknowledged that a single person in possession of a good amount of DESIRES, must be in be in want of a slooshin.

    An' evocation of desiah is the most humonguous force available to personkind.


    Question is: whose desiah?

    Less'n you no frickin' moron, no desiah ain't trooly your own is surely SELLIN' or MANIPULATION or EVIL.

    You want a say in your own destiny, n'est ce pas?

    So, yeah, for sure ... if'n I buyin' max5ty's zample shoes, it is bcs I wanna, right?

    I kinda knoo all along I wanted 'em, an' that story reminded me I gotta get sum shoes like that.

    My choice.

    My decision.

    My life.

    Thing is, this is naht so diffrent from "this may be the most important letter you read today" regardin' essential substance & plot.

    But we all wisah now than we were back in the days of wooden teeth to this kinda tactic.

    The Lure Forward momentum still there, an' the trade-off is between prospects who can sniff a pushy sale at 50 paces & yet are more broadly an' deeply accessible.

    Plus also, soshwaahl media is where people go to hang out, let off steam, compare LOLcats, swap helpful stories, an' genrlly engage in lo-octane cerebral activity.

    So, yeah, we gaht Sally floatin' out her STOOPID NOO WOK on FB aftah her 5 month relationship with Donny ended real bad, an' now all the sistas in her pottery group an' her tooberculosis avoidance hotline people are linkin' up with stoopidah shots of their hullectric can openahs an' monster likes, an' it is all so supportive an' incloosive an' personal, an' also way movin' bout that real frickin' hero father of 6 ... yeah, lemme pass this on ...

    an' there is the link to the insole ...

    afloat in plain sight on a whole sea of emo ...

    an intrinsic part of that sobsy 7.89pm Sunday sesh on the sofa while you catchin' 10 mins before you go cook shit in your wok.


    Naht sellin' at all.



    The invisible narrative in a swirl of potential connections: don't sound hokey pokey to Moi.
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  • Profile picture of the author max5ty
    @ Princess -

    Thanks Princess.

    Also have seen major companies folding a new product into news stories and other stories lately. Pretty sure most think nothing about it because it seems so below the radar.

    But, just starting a story can be as simple as a quick reels video or something like that. It doesn't require tons of money.

    A lot of times you can see how some of these subtle tactics work by seeing how some influencers, etc. use them with good results.

    Thanks for your reply. Hope you have a good year.

    Edit: After this comment, I remembered reading a story just today about the new paul logan drink that had people going absolutely crazy trying to get it as soon as it hit the shelves. A lot of hype really, but it started out low-key like a no sell sales idea. Don't understand the hype but it's working.
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  • Profile picture of the author savidge4
    As I call it, the Art of selling without selling.
    Signature
    Success is an ACT not an idea
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    • Profile picture of the author max5ty
      Originally Posted by savidge4 View Post

      As I call it, the Art of selling without selling.
      I like that description.

      That is exactly what it is in a nutshell.

      Thanks Savidge.
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  • Profile picture of the author Claude Whitacre
    Originally Posted by max5ty View Post

    Couple of ideas on what's working and what's not in copywriting for 2023.

    We're way past the age of the single sales letter...

    the "from the desk of" and "this may be the most important letter you read today" are long gone.

    These days, if you're a copywriter, you need to plan the whole story out. If you're not thinking of your copywriting as a story, you're missing the point of today's methods that work.

    You need a beginning and ending and it all has to be choreographed.

    How you begin your story is the most important.

    .

    Well...it may be repetitive to say how insightful your post was.

    But you caused neurons to fire that haven't fired in a long time....and some to fire that never fired before. Thank you.
    Signature
    One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

    “Do not seek to follow in the footsteps of the wise; seek what they sought.” - Matsuo Basho
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  • Profile picture of the author Princess Balestra
    I guess the essential deal here has a Spidey Sense element to it.

    What might prompt you to make a leap from the buildin' you at to the buildin' you wanna go?

    It is pretty much copy & marketin' law how the more you say COME HANG OUT IN OUR BUILDIN' BCS IT IS SO BRILLIANT, the more you gonna put obstacles in the way of your prospects' natchrl flow.

    Spidey sense says: this is more ' bout them fkrs than it is to do with Moi.

    It like you bein' lassoed 'gainst your will -- an' nowan loves that less'n they payin' good money at a top Dom-u-ass club.

    What you wanna SENSE toppa that far off buildin' momentarily in view is an INSTANTLY GRASPABLE ADJECTIVAL LEVELLURP.

    Kinda ... you wanna go hardah ... you wanna go fastah ... you wanna go cheapah ... you wanna go widah ...

    Sum amplification of tangible stuff you know.

    Here is A DESIAH ALREADY EXISTS IN YOUR PROSPECTS' MIND that the LEAP OVER TO YOUR BUILDIN' kinda ENHANCES.

    Hey, if'n you could leap like Spidey, you would kinda go there, wuntcha naht?

    There is free curiosity here, magnification of yr inner life story, an enhanced & personalized fyootyoore potentially on offah.

    Stoopidest thing evah 'bout evry entrprennyewerwhah evah read that memesy quote ...

    Do what you can, with what you have,
    where you are
    (or, most likely, the bowdlerised version attribyooted to sum stoopid tennis playah)

    is how they pump this miraculous supahpowah direc' to dick an' pull hard on the triggah.

    Thing is, evry sale an' evry dialog of any kind gotta be a step forward you wanna take.

    Or else, why frickin' bothah?

    So you kinda always wantin' to throw out as many available & exotically propulsive platforms up an' beyond as you can.

    & dowin' so from your prospects' POV.

    This way, they might wanna -- steada shrivel the frick on out.



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  • Profile picture of the author max5ty
    @ Claude -

    Thanks Claude. Glad you got something out of it.

    Usually, I'll have an idea and just sit down and write a post...then a couple days later I'll read it again and think of a million other things I could have said, or better ways to say it...or 100 better headlines. Glad you were able to understand the point I was trying to make.

    People are curious and when you drop a subtle hint just right, it drives them a little crazy until they find out more.

    A little created curiosity can work wonders.
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  • Profile picture of the author art72
    One example that comes to mind, and perhaps something everyone can relate to is music, lyrics, and songs... they tell stories, trigger emotional connections, and most the people I know seem to commit to depositing a few (*perhaps even 100's or 1000's of) songs in their memory bank. (RAS)

    So, it makes sense to focus on being (or becoming) a better storyteller over that of mastering sales... although,mastering both would be sweet!

    People tune to certain frequencies... and, MOST of the best copy writers - were indeed fluid storytellers.

    Like the ability to write 'soap opera series' and follow-up messaging sequences, there's definitely a powerful influence embedded in being a good storyteller.

    I cannot think of a single book, cartoon, music, or even silent films from way back that didn't resonate with the audience through the story(s) being shared.

    Maybe that's the reason so many are now encouraging others to document their journey's... doing so, has taught me a great deal already...

    Whether or not the practice of being a better storyteller will guarantee 'more sales' - all depends heavily upon how relevant your story is to another's circumstances, pursuits, or lifestyle choices, and IS definitely a huge factor in positioning, packaging, and selling the benefit package, solution, or remedy.

    Great post!

    Thanks!
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    • Profile picture of the author GordonJ
      Hot spit, now we're cooking.

      From art72 below:
      depends heavily upon how relevant your story is to another's circumstances, pursuits, or lifestyle choices

      Avatar today. Target audience. Prospect. Recruit. The PERSON (or person within an organization) you need to relate and relevance to.

      If you talk about people tuning to frequencies, I would add, they are a radio/device which has the ability to tune into a spectrum of frequencies, so TIMING plays an important role too.

      Songs which evoke emotion can either result from hearing during a high frequency emotion (love, death, success) or is related to our own feelings toward something.

      Toby Keith might sing, HOW DO YOU LIKE ME NOW, and every boy ever spurned in high school can relate to that, the ol I'll show you, can be highly motivating. Revenge is a powerful emotion. On the other side is the one who rejected, spurned, laughed at...she probably doesn't even remember you, and even if you hit it big, has zero regrets about her past decisions.

      Lovers who share a song, and play it their wedding and hold onto it for decades as OUR SONG, link those early high frequency states of being with the song. Then there are the divorced, who shoot the juke box when it comes on.

      With copywriting, some of it is by design, although I would argue many of the greats had natural instincts, a poet within, an idea of evocation whilst writing.

      To consciously write to a frequency, you have to get the receiver to TUNE into that channel. On a Sunday afternoon in the Fall, I might be tuned into an NFL football game, and in the Winter, if listening at all, to an oldies station (hoping to hear an evocation of a long lost lover that never was).

      Why was the LAUGHED at ad so successful and is so often repeated? The original Caples ad, about playing the piano is considered to be one of the all time greats. Few talk about the times, the height of prohibition and piano players/owners were of two classes. The Steinway crowd, upper east side, money, status, elegance and the bang out a tune, worker class, honky tonk, speakeasy crowd. The pic in the ad showed men and women in suits and dresses. It appeared to be a NEW CLASS of people. "tense silence" one of my favs from the ad, what is the frequency of that phrase?

      Prior to WWI, and in the times of the industrial revolution, a movement from rural to city, and a rise of the MIDDLE CLASS of America.
      "As the last notes of the Liebestraume died away the room resounded with a sudden roar of applause. I found myself surrounded by excited faces.

      Pay attention: Caples took us from a TENSE SILENCE, to RESOUNDING ROAR/APPLAUSE.

      Do you see what he did there? He tuned into the deep human need for recognition from our peers. Also note he used ROSARY, and Lieberschnitzel (he) the first a popular song, surprisingly written by NON Catholics, and the latter a work from Liszt, and believe me, the hoi polloi of the day didn't Liszt from a grocery list.

      This ad, can be seen used TODAY, the whole idea HOT on facebook is, FREE BOOK, which is what gave Jack his super piano playing powers, almost instantly, QUICK, AND EASY.

      Anyhow. Ego and Id. May be the only thing a copywriter needs to tickle; at the bottom of it all...FEELINGS (frequencies) of self worth. And more importantly, WORTH TO OTHERS.

      If one can tune into using the words which in very around about ways say you can be MORE worthy than you are, and here is how, simple, quick and easy...you are almost guaranteed to make sales.

      Go ahead, laugh at me, I always wanted to do stand up, or be a clown.

      W O R D S like arrows to the target,
      whistling through the air,
      aimed toward the heart
      stopping them dead in their tracks.

      GordonJ












      Originally Posted by art72 View Post

      One example that comes to mind, and perhaps something everyone can relate to is music, lyrics, and songs... they tell stories, trigger emotional connections, and most the people I know seem to commit to depositing a few (*perhaps even 100's or 1000's of) songs in their memory bank. (RAS)

      So, it makes sense to focus on being (or becoming) a better storyteller over that of mastering sales... although,mastering both would be sweet!

      People tune to certain frequencies... and, MOST of the best copy writers - were indeed fluid storytellers.

      Like the ability to write 'soap opera series' and follow-up messaging sequences, there's definitely a powerful influence embedded in being a good storyteller.

      I cannot think of a single book, cartoon, music, or even silent films from way back that didn't resonate with the audience through the story(s) being shared.

      Maybe that's the reason so many are now encouraging others to document their journey's... doing so, has taught me a great deal already...

      Whether or not the practice of being a better storyteller will guarantee 'more sales' - all depends heavily upon how relevant your story is to another's circumstances, pursuits, or lifestyle choices, and IS definitely a huge factor in positioning, packaging, and selling the benefit package, solution, or remedy.

      Great post!

      Thanks!
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  • Profile picture of the author max5ty
    @ Art -

    The song analogy is important in copywriting.

    The way a single sentence can have so much meaning.

    Too many copywriters drone on and on and feel like they have to cover every single detail so the customer won't forget to think about what the copywriter wants them to think about.

    "I can be your hero baby...
    I can kiss away the pain...

    a simple lyric that says a lot.

    But, some copywriters would write that as: "You know Linda, I really like you. I know you have some problems as we all do and you need help sometimes. I've been thinking that if we got together, I could be there for you and help you a lot. What do you think?"

    We need to make an impactful statement and shut up. The customer isn't dumb, their mind works and can take a simple statement and build on it.

    I remember years ago I was listening to a song with my girlfriend and she started crying. Of course, I was thinking wow, she's thinking about me, this could be a good night.

    I asked her what she was thinking about...she said her daughter and some hardships she was going through.

    A simple message can have different meanings to different people but still get across the theme you're going for...love, etc. When you say too much, you box people in with their thoughts.

    I see websites do this all too often. I'll click on a website and get hit with multiple paragraphs in like 5 different sections of the site. The company is trying not to forget anything in case the customer might not think about what they want them to. Big mistake.

    Use a curiosity headline with maybe a small follow-up of a few words and a button. Build curiosity and lead the customer on a journey to explore and create their own thoughts. Customers love coming to their own conclusions, and it's more profitable for you...when you do it in a subtle convincing way.

    Great comment. Thanks for your insights.

    @ Gordon -

    Stories are so important. I don't understand why so many copywriters overlook them.

    We can explain something all day long to people, or we can tell a simple story and they'll remember it and understand the meaning for a long time.

    Interesting insights on the back story of "They all laughed"

    The positioning of the message was interesting.

    One thing I see so many "freelance" copywriters do wrong (IMO), is they've studied copywriting, but they don't know enough about any other business concepts to help the business owner make a difference.

    In big companies, of course, they have their own departments...small businesses are usually a one-man show.

    The book "Positioning: The battle for your mind", is a great read on how to position products. A good copywriter (again IMO), should know these things and offer suggestions. You can write a great piece of sales copy, but with the wrong positioning, etc., we fail to make it a great piece.

    As you've pointed out, a great piece that is positioned right works wonders.

    Why not learn all the concepts that matter when it comes to sales?

    Thanks for your insights. Always helpful as usual.
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    • Profile picture of the author GordonJ
      max5ty,

      I pulled this out to answer your question:

      a great piece that is positioned right works wonders.

      Why not learn all the concepts that matter when it comes to sales?

      Because, most gurus of copywriting don't teach them. Positioning, timing, even basic business concepts like recency, frequently, ltv, etc., etc.

      You may have to take a pay cut, but you would be a welcome teacher on the Copy landscape. Just sayin...

      GordonJ

      Originally Posted by max5ty View Post

      @ Art -

      The song analogy is important in copywriting.

      The way a single sentence can have so much meaning.

      Too many copywriters drone on and on and feel like they have to cover every single detail so the customer won't forget to think about what the copywriter wants them to think about.

      "I can be your hero baby...
      I can kiss away the pain...

      a simple lyric that says a lot.

      But, some copywriters would write that as: "You know Linda, I really like you. I know you have some problems as we all do and you need help sometimes. I've been thinking that if we got together, I could be there for you and help you a lot. What do you think?"

      We need to make an impactful statement and shut up. The customer isn't dumb, their mind works and can take a simple statement and build on it.

      I remember years ago I was listening to a song with my girlfriend and she started crying. Of course, I was thinking wow, she's thinking about me, this could be a good night.

      I asked her what she was thinking about...she said her daughter and some hardships she was going through.

      A simple message can have different meanings to different people but still get across the theme you're going for...love, etc. When you say too much, you box people in with their thoughts.

      I see websites do this all too often. I'll click on a website and get hit with multiple paragraphs in like 5 different sections of the site. The company is trying not to forget anything in case the customer might not think about what they want them to. Big mistake.

      Use a curiosity headline with maybe a small follow-up of a few words and a button. Build curiosity and lead the customer on a journey to explore and create their own thoughts. Customers love coming to their own conclusions, and it's more profitable for you...when you do it in a subtle convincing way.

      Great comment. Thanks for your insights.

      @ Gordon -

      Stories are so important. I don't understand why so many copywriters overlook them.

      We can explain something all day long to people, or we can tell a simple story and they'll remember it and understand the meaning for a long time.

      Interesting insights on the back story of "They all laughed"

      The positioning of the message was interesting.

      One thing I see so many "freelance" copywriters do wrong (IMO), is they've studied copywriting, but they don't know enough about any other business concepts to help the business owner make a difference.

      In big companies, of course, they have their own departments...small businesses are usually a one-man show.

      The book "Positioning: The battle for your mind", is a great read on how to position products. A good copywriter (again IMO), should know these things and offer suggestions. You can write a great piece of sales copy, but with the wrong positioning, etc., we fail to make it a great piece.

      As you've pointed out, a great piece that is positioned right works wonders.

      Why not learn all the concepts that matter when it comes to sales?

      Thanks for your insights. Always helpful as usual.
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  • Profile picture of the author Princess Balestra
    How y'all feelin' 'bout yusselves now?

    Likely this is a more significantly emo Q than the 0-10 customah satisfaction metric been gowin' down since the Millenyouwarm.

    Feelin' is kinda you gaht a touchpoint metric here describes alla yr optschwaahns.

    Sumtimes, you gaht clarity. Or Spidey Sense. Or killah intel. Or mebbe you jus blamoed & may momentrily touch upon all productive exotica.

    Thing is, this feelsy & downhome refrence sense we gaht kinda runs away with itself till'n we figure what we dowin'.

    As inhabitants of an undeniably discovahed globe in an impossibly unenvisioned caahsmaahs, you gotta figure only a moron would waste time denyin' they a moron steada fixin' up sum kinda prospecto directo.

    I would wish to report ima sanguine rn.

    An' this momentary moodsy flavah coexists alongside factyool certainties I could unsheathe like a rapiahrismotic PIERUTTE.

    Facts. Wanna. Flavor. Gonna.

    All collude & collide in the evahexistent Q you might wanna ask yusself in the maelstrom:

    How ima feelin' 'bout musself rn?

    Herein lies the start point for all slooshins outta the maelstrom, on, on, on, & kinda unto wherevah.

    Troothful turnin' points you cain't stop yusself from settin' in motion.

    So: what you dowin' if'n you presented with precisely the right key, zackly?

    Commune. Enspoon. & Swoon larka Loon.

    Disclaim-aargh: The wise counsel you jus' seen drahped before your very eyeballs like a husslah makin' off with your vehicle of choice may naht be available tamara bcs earthquake, tornado, apocalypse, asteroid, reptilian monstah attack, or cult activity of a demonstruurbly pre-undemonstarrabyool natyoore. Next stahp is always yours, swamp or stars.
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  • Profile picture of the author max5ty
    @ Princess -

    Thanks for your comment.

    Not sure why, but when I read your comment, the book "Obvious Adams" popped into my mind.

    It's about a 60-page book that was written years ago and was said to have created more successful people than any other book.

    It's worth reading. It's actually now in the public domain for anyone to read.

    Thanks again.
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  • Profile picture of the author Steve The Copywriter
    Just moving slightly off tangent.


    Cos I've been banging on about this for 40 plus years.

    In an Ad - always have a outstanding Offer and acres of Empathy.


    Earlier today - I saw an Ad on the web - aimed directly at the bullseye of the target audience.

    It was all about the Offer (which was on a scale of 10 - was about 9.77977 to be precise).


    Clear, concise, no loopholes, easy to get.

    Not bad.


    Then the emphasis was on service, customer care and appreciation.


    With this excellent finale -

    "Live Chat - be with you in 5 seconds" , "Phone answered in 6 seconds", "Email response within 15 mins max"


    It was very impressive.


    Steve
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    • Profile picture of the author Princess Balestra
      Originally Posted by Steve The Copywriter View Post


      "Live Chat - be with you in 5 seconds" , "Phone answered in 6 seconds", "Email response within 15 mins max"

      Steve
      Received this message from an ex before he ex-ed ahf with sum inexplicably dumb gal from Palm Springs.

      Natchrlly I waited for like 9 minutes.

      Thing is, the lure of the instantaneous is an eternally exotic promise.

      Plus also why bendin' ovah slowly also packs merit.

      Is comic timin' merely a myth?

      Naht if'n I ignite your pants with a flamethrowah fore'n you do the same to mine.

      Tellya, there is a lesson here for evrywan -- even if'n we don't realise what it is till latah.
      Signature

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  • Profile picture of the author max5ty
    @ Steve -

    Thanks for your comment.

    The example on the website you listed sounds like UX microcopy done right. There are a couple of books dedicated to UX copy...as well as a lot of articles on the internet. It's an interesting subject. Those little microcopy additions can pack a lot of punch.
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  • Profile picture of the author michaelromero63
    WIIFM What's in it for me sells the best as far as my experience. Tell them what's in it for them/me.
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    • Profile picture of the author max5ty
      Originally Posted by michaelromero63 View Post

      WIIFM What's in it for me sells the best as far as my experience. Tell them what's in it for them/me.
      Thank you for your comment.

      I agree that is one aspect of marketing a message.

      It would be interesting if you did a thread and explained that further.

      Edit: Also, your link comes up as unsafe. Not sure if you don't have an SSL or exactly why it comes up that way. But I get a message that says the site is not safe. Just a heads up.
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      • Profile picture of the author michaelromero63
        The link is old and not in use. I've been away for about 10 years due to a really bad injury. I am trying to get back in sync with 2023.
        I took the link out. My apologies.
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        • Profile picture of the author max5ty
          Originally Posted by michaelromero63 View Post

          The link is old and not in use. I've been away for about 10 years due to a really bad injury. I am trying to get back in sync with 2023.
          I took the link out. My apologies.
          Completely understandable.

          Sounds like you've had a tough 10 years. Thankfully you're getting back in the swing of things.

          I look forward to hearing more from you.
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  • Profile picture of the author Steve The Copywriter
    A splendorous story can help achieve the WIIFM phenomenon.

    The first part is - "Oh good, it's not an "in your face Ad."

    Next - An enticing story - which (and this may sound counter intuitive) - very gently but with a banging emotional impact - mentions your product/service.

    Finale - the good prospect is so intrigued - that they search, seek - buy - or at least find out more...

    Which is more or less what Max said on the first post... (dash it).


    Steve


    P.S, So why repeat it Steve? - firstly, in case I forgot what a great tactic this is.


    And...


    Levi's are celebrating 501's - 150th anniversary (and doing Ads featuring "Stories" of 501's).

    This is the one I saw...


    The setting is at a Funeral - not the usual starting place for an Ad.

    A caption tells us the "deceased" asked to be buried wearing his 501's (pointing out that people do request this).

    And he asked all the "attendees" at the wake to wear 501's.

    The camera pans around showing that everyone is. Men and women. Not just out of respect - because everyone looks relaxed and "comfortable."

    The crowd are chatting, with due reverence - and it is obvious that their "friend" lived a happy life.


    No selling, no price points, no website - just the "story."

    But with great impact - people live their lives wearing the product - and others really enjoy wearing them too.



    P.P.S. Of course jeans are part of the copywriters "uniform" - usually Levi's (other brands are available) - with a white or black T shirt.

    With trainers or boots.

    I wear a different Levi number - but after seeing the Ad - it prompted me to pop onto their interweb site to check that I could buy a new pair. (and in case the number had changed - they have a habit of doing that).

    But having seen the Ad I am tempted to get the 501's (they wouldn't dare risk changing that number).

    And I'll never be able to try for any TV royalties if I'm about to go 6 foot under wearing 502's.


    The power of a great story...
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  • Profile picture of the author DABK
    Don't care what they're selling, I want to buy.


    Because I was on chat for 34 minutes just now. 34 minutes for someone to just say, Hi.


    Another 20 for them to answer some basic questions.


    They gave me lots of: "I understand you are busy" and "I will answer..." But they did not listen. Answering meant they asked me a question to the answer I had just typed. So, I had to type my answer again. Several times.


    Originally Posted by Steve The Copywriter View Post


    "Live Chat - be with you in 5 seconds" , "Phone answered in 6 seconds", "Email response within 15 mins max"


    It was very impressive.


    Steve
    Impressive post. Thanks.


    Can I add: do not forget the story in your first contact. By that, I mean, your whole campaign should kind of be a novel, with each contact a chapter... I got a couple of nice story ads in my email box from a couple of different outfits. But the 2nd contact forgot all about the first one (the story) and was hard selling and made me not want what they were peddling even more.


    Best one I saw was from some guy selling affiliate marketing ages ago when I decided to jump into affiliate marketing. Story about how he got started and offering help to set up (talking about issues he had run into setting up wordpress, figuring out who to promote and such). I had no intention of buying anyone's anything, I was just considering my options. But, once a day, I got his email for 2 weeks, then two times a week. At email 27 I bought... I knew at that point I was not going to do affiliate marketing (or, anyway, his way... the way I understood it at the time), but I felt I owed him money for the lesson in copywriting and the helpful tips... The ones on WordPress setup helped me a lot a few weeks later.


    Anyway, thanks for the post.



    Originally Posted by max5ty View Post

    Couple of ideas on what's working and what's not in copywriting for 2023.

    We're way past the age of the single sales letter...

    the "from the desk of" and "this may be the most important letter you read today" are long gone.

    These days, if you're a copywriter, you need to plan the whole story out. If you're not thinking of your copywriting as a story, you're missing the point of today's methods that work.

    You need a beginning and ending and it all has to be choreographed.

    How you begin your story is the most important.

    So, let's say you're hired by a shoe company to help them with sales...

    how do you begin the story...or, how do you first interact with potential customers?

    Would you design an ad that talked about how great the shoes were? ...and then take them to a sales page that gave some info on the shoes and how to order? ...

    you could, but, there are ways to get better results.

    It's called beginning a story with customers before you try and sell them anything.

    "A Father Of 6 Saves Christmas..."

    You then tell the story about how this guy works long hours and managed against all odds to give his family the best Christmas they ever had. A real tear-jerker that evokes a ton of emotions. And, somewhere in the story, very subtly...

    you mention how one of your products helped. Maybe it was an insole you sell...not the whole shoe...just enough to build curiosity. No big glaring ad. No obvious plug. Just a simple mention that seemed almost irrelevant. No big request to buy...

    this plants the thought. It's the beginning of your story.

    The story gets shared. It gets talked about.

    The amount of people that would look up your product is amazing.

    It's an ad that doesn't look like an ad. It's too simple for some because they want to blast all the shoes and how great they are.

    If something like a simple insole that is sold can help...people will take the time to look at your shoes also.

    See what I'm saying here?

    It's like covert, underground selling.

    This is advanced copywriting for 2023.

    Now, some will say this all sounds like hokey pokey nonsense.

    But, it's being done every day on Social Media and in news stories...and some recognize what is happening...but more importantly the customer doesn't see it as an ad.

    It's the beginning of your story.

    It works. It's working. It's being used every day.

    Copywriting should be looked at as a whole story and not just a single piece to make sales.

    Just a little thought for copywriters to use this year.
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  • Profile picture of the author max5ty
    Steve -

    I agree, Levi's has some of the best story ads in the world.

    Just a few months ago (last October) a pair of old levis sold for over $120,000.00. Do you remember that?

    Another thing I like about levis is that their CEO knows how to listen to customers. He personally visited people in their homes and talked to them about jeans. That's the kind of research we talk about in copywriting sometimes.

    Talking to people in their homes about jeans is where he came up with the tagline..."Live In Levi's"

    He was talking to a woman who was telling him about all the brands of jeans she had...he asked if he could see all the jeans. During her conversation she said..."You wear other jeans, but you live in Levi's"

    thus the tagline was formed: "Live In Levi's"
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  • Profile picture of the author Steve The Copywriter
    Now I've got a predicament.

    Which is my favourite tagline?


    Nike's - "Just Do It"

    Or Levi's - "Live In Levi's"


    Ahhh the voting is in.

    Nike (I think unbelievably) more or less - stopped using their almost ultimate tagline - and just featured the "swoosh" logo.

    So Levi's win.


    Steve


    P.S. Yes, I did read about the vintage pair that sold for £120,000 - made circa 1880.

    There is a fair bit of money in the vintage clothing market.

    Got some pals who have a vintage site.

    I mean - the site is quite newish - it's the clothes that are old and very collectable.


    P.P.S. I really can't ramble on about taglines - without giving an honourable mention to Saddleback Leather -

    "They'll Fight Over It When You're Dead"
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    • Profile picture of the author max5ty
      Originally Posted by Steve The Copywriter View Post

      Now I've got a predicament.

      Which is my favourite tagline?


      Nike's - "Just Do It"

      Or Levi's - "Live In Levi's"


      Ahhh the voting is in.

      Nike (I think unbelievably) more or less - stopped using their almost ultimate ace tagline - and just featured the "swoosh" logo.

      So Levi's win.


      Steve


      P.S. Yes, I did read about the vintage pair that sold for £120,000 - made circa 1880.

      There is a fair bit of money in the vintage clothing market.

      Got some pals who have a vintage site.

      I mean - the site is quite newish - it's the clothes that are old and very collectable.


      P.P.S. I really can't ramble on about taglines - without giving an honourable mention to Saddleback Leather -

      "They'll Fight Over It When You're Dead"
      Nike has a good tagline, but having ran almost daily for years and years and years and years...

      their running shoes leave a lot to be desired. I'll pick Hoka anyday

      There are a lot of good taglines that when you hear them you know exactly who they're talking about. A lot of good branding goes into good taglines.

      Breakfast of champions

      The best a man can get

      I'm lovin it

      Think outside the bun

      The quicker picker upper

      Have it your way

      Can you hear me now?

      It's finger-lickin good

      Good to the last drop

      and on and on...

      although these taglines seem simple, it took a lot of research and creative thinking into coming up with them.

      Research...it's why I always say it's important
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  • Profile picture of the author Steve The Copywriter
    Max,

    Yes, research.

    As you mentioned - that is exactly what Chip Bergh the CEO of Levi's did.

    So impressive to visit "real" customers one - to one - rather than relying solely on "data."

    He wanted to "reconnect" and "rebuild" the brand from their perspective.

    And lo and behold - by doing this - came up with a tremendous tagline.

    And I understand many other improvements were made to the company,


    It would be excellento if all our copywriting clients - (some do) - did the same.


    Steve


    P.S. I'm more than happy to use the clients tagline - if they went to all that effort.

    And I would know it's better than mine...
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