Drayton Bird on the most common copywriting mistake

by Rezbi
8 replies
Drayton's posted an interesting video which I think you might will find useful.

It's very short at less than 2 minutes.

The Drayton Bird Blog: 39 days to success - or Death by Video
#bird #common #copywriting #drayton #mistake
  • Profile picture of the author Dietriffic
    How then do you implement story into your copy?

    Do you name the problem/frustration first, then get them imagining a benefit (which your product will provide), and then move into your story?
    Signature

    — Melanie (RD)

    Weight loss/fitness marketers earn 75% per sale with... The Fat Reversal Formula
    Join me: Twitter and Facebook

    {{ DiscussionBoard.errors[2244102].message }}
    • Profile picture of the author Rezbi
      Originally Posted by Dietriffic View Post

      How then do you implement story into your copy?

      Do you name the problem/frustration first, then get them imagining a benefit (which your product will provide), and then move into your story?
      Very good point.

      I'd suggest asking that question on Drayton's blog and see what he says.
      {{ DiscussionBoard.errors[2244106].message }}
      • Profile picture of the author Hugh Thyer
        The six most powerful words in sales copy:
        "Let me tell you a story"

        Open with a story. Go check out some of the world's top sales letters. They all start with stories. For example, the WSJ letter starts with a story. People love stories, we're read them from a young age, and we're transfixed by stories on TV.

        What do people at bars do? Tell each other stories.

        So don't think you've got to fit a story into your sales copy, start with a story and fit your sales copy around that.

        Hugh
        Signature

        Ever wondered how copywriters work with their clients? I've answered that very question in detail-> www.salescomefirst.com
        {{ DiscussionBoard.errors[2244176].message }}
    • Profile picture of the author maximus242
      Originally Posted by Dietriffic View Post

      How then do you implement story into your copy?

      Do you name the problem/frustration first, then get them imagining a benefit (which your product will provide), and then move into your story?
      Theres a lot more than one way.

      If your doing Problem-Agitate-Solve you can...

      Write a story about how you experienced their problem, then go into all the horrifying details that make them ready to jump off a bridge over their problem, then introduce the magic solution that changed your life and made you live happily ever after, and now they too can have it.

      If your doing AIDA the most common way is to get attention, say something interesting, launch into your story and build desire, then ask for action
      Signature

      xResponsive Advertising Agency | Direct Marketing | Online Advertising | Create Breakthrough Campaigns for Your Business http://xresponsive.com

      {{ DiscussionBoard.errors[2244177].message }}
  • Profile picture of the author Aj Wilson
    @Dietriffic

    If you're implementing a story into your copy, you should at least try
    resonate, build rapport and take your pospect on a positive, "directional" mental journey...

    And take them from where they are, to where they wanna be, attaching your product
    or service as the ultimate and ONLY solution to their problems/frustrations.

    Not doing so can lead to long boring irrelevant "waffle"
    (as mentioned in Draytons video).

    A good "salescopy story" should be about the problems/frustrations
    you had (which will resonate with the prospect)...

    "Until you found a Quick, Simple, Effective Solution" [Your product goes here].

    Then the "Ultimate End Results" you got/or are getting from
    your super duper wonderful solution.

    So,

    Headline,
    Opening paragraph
    Problems/frustrations.
    Solution.
    Product benefit driven bullets.
    Reasons why; it works/why they should buy from you/proof
    Ultimate End Result.
    Risk Free Guarantee
    Call to action.

    and the story could be implemented from opening paragraph
    or if you're really "skilled", straight from the headline.

    and all the above threaded throughout.

    Well... that's what I've learnt in 4 years anyway...
    and I absolutely cringe when I "attempt" to read long boring sales copy that "waffles"...

    or even long boring sales videos.

    Which is why I'm writing my own crack at copywriting.
    So many people have been seriously mislead, when it comes to copy.

    anyways, enough rant
    all the best!

    Great post Rezbi
    Signature
    {{ DiscussionBoard.errors[2244182].message }}
  • Profile picture of the author Dietriffic
    So don't think you've got to fit a story into your sales copy, start with a story and fit your sales copy around that.
    Yes Hugh, I agree, but to commence your story you're likely to not 'get to the point' as quickly as Drayton suggests in this video.

    That's my point. How do you get around that/compromise?

    Write a story about how you experienced their problem, then go into all the horrifying details that make them ready to jump off a bridge over their problem, then introduce the magic solution that changed your life and made you live happily ever after, and now they too can have it.
    If you do this, Maximus, in most cases you're not going to 'get to the point' as I said above.

    Drayton is suggesting that the first few paragraphs are often waffle, and that you should just get to the point.

    It's hard to tell a story without a little background detail, which isn't getting to the point.

    A good "salescopy story" should be about the problems/frustrations
    you had (which will resonate with the prospect)...
    I maybe misinterpreted Drayton, Aj, but I thought he was advising people to just tell them what you have, why they need it, and what it'll do for them approach.

    As I said above, stories generally have a little background. Can that be construed as unnecessary?
    Signature

    — Melanie (RD)

    Weight loss/fitness marketers earn 75% per sale with... The Fat Reversal Formula
    Join me: Twitter and Facebook

    {{ DiscussionBoard.errors[2244620].message }}
  • Profile picture of the author maximus242
    "If you do this, Maximus, in most cases you're not going to 'get to the point' as I said above.

    Drayton is suggesting that the first few paragraphs are often waffle, and that you should just get to the point.

    It's hard to tell a story without a little background detail, which isn't getting to the point."

    *eyes roll* are you kidding me? Go read Gary Halberts Water Ad. Or John Carltons One Legged Golfer. Or Dan Kennedys Iowa Prison Guard.

    The Coat Of Arms letter. The Wall Street Journal Letter. Joe Karbos Lazy Mans Way To Riches.

    Halberts Rolls Royce ad. Any of Clayton Makepeaces Ads.
    Signature

    xResponsive Advertising Agency | Direct Marketing | Online Advertising | Create Breakthrough Campaigns for Your Business http://xresponsive.com

    {{ DiscussionBoard.errors[2244832].message }}
    • Profile picture of the author Aj Wilson
      You asked,

      "How then do you implement story into your copy?"
      I said,

      If you're implementing a story into your copy, you should at least try
      Please note: I said, "IF"... not all copy needs a story,
      But "IF" you're going to use a story.

      I personally don't use stories.

      And choose to use a Short Sharp Direct Response AD Formula,
      rather than a long form sales letter.

      This is more direct which is what Drayton states in his video.
      "Get To The Point" - No waffle.
      Signature
      {{ DiscussionBoard.errors[2245072].message }}

Trending Topics