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Sex, Death and Free

by The Copy Nazi Banned
14 replies
The late Bill Jayme - a brilliant junk-mail copywriter (he hated the term "direct response") said that a direct-mail letter should always be long - each additional page lifts the response rate by as much as half a percentage point.

In that long copy he always used key words like ''sex,'' ''death'' or ''free'' sprinkled throughout.

Another D.R. writer - Frank Johnson of TIME magazine (he of the "Johnson Box") used to call them "raisins" - they force the eye to stop.

You tried that? Sprinkled your copy with the raisins "Sex", "Death" and "Free"?
#death #free
  • Profile picture of the author Taraka
    Nice idea. I'd give it a try. I wonder if there has been any research on it.
    Anyway, sex always turns eye's attention
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    • Profile picture of the author Derek Felton
      Thanks! It makes sense as those words create a reaction in everyone who reads or hears them. Think I'll give it a try!
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      • Profile picture of the author Memetics
        They're all emotional "hot words" and as such have direct access to the emotional brain without having to go through the critical factor.

        Think of them like a train approaching a customs checkpoint (the critical factor) and each being locomotive engines. Because of their "emotional cargo" they're diverted straight past the checkpoint and into "Limbic mind" station where they're unloaded.

        The limbic brain is where all decisions are made; with "sex" and "death" in particular which access the amygdala.

        The amygdala evaluates which decision to make with the incoming information and "Pings" either the Nucleus Accumbens (the pleasure pull) or the Insular (the pain push) and 300 milliseconds later the conscious mind post hoc rationalises the decision.

        Good copy is joining an empty carriage to the train and filling it with what we want the prospect to do (the call to action and conversion) and sending it on its way.
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  • Profile picture of the author angiecolee
    FREE DEATH SEX.

    Inquire within.
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    Aspiring copywriters: if you need 1:1 advice from an experienced copy chief, head over to my Phone a Friend page.

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    • Profile picture of the author The Copy Nazi
      Banned
      Originally Posted by angiecolee View Post

      FREE DEATH SEX.

      Inquire within.
      "FREE! SEX DEATH"
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      • Profile picture of the author ewenmack
        ------------------
        Death Of Free Sex
        ------------------

        That's screaming for attention!

        Best,
        Ewen
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  • Profile picture of the author sethczerepak
    DEATH BY FREE SEX
    Signature
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    • Profile picture of the author splitTest
      I prefer death-free sex. Yep -- I likes my sex death-free, thanks.
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      • Profile picture of the author perryny
        Why would anyone hate the term "direct response"? I think the term makes perfect sense.
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        • Profile picture of the author The Copy Nazi
          Banned
          Originally Posted by perryny View Post

          Why would anyone hate the term "direct response"? I think the term makes perfect sense.
          I was wrong. It wasn't "direct response"...it was "direct marketing". Same difference I suppose.
          He disdains the term ''direct marketing'' preferred by his professional colleagues. ''It should be called 'junk mail,' '' he insists, ''because we are invading people's homes.''
          From here - Junk Mail's Top Dogs - New York Times Good read.
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    • Profile picture of the author Zodiax
      Originally Posted by sethczerepak View Post

      DEATH BY FREE SEX
      Send some my way.
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      'I hated every minute of training, but I said, 'Don't quit. Suffer now and live the rest of your life as a champion'
      -Muhammad Ali

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  • Profile picture of the author elmo033057
    Excellent post. I was looking at a Carlton ad the other day, and within a half of a page he used the word "Secret" 8 times!

    ELMO
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    Mark "Elmo" Ellis
    "When It Comes To High Response Copy - I've Got Your Back!"
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  • Profile picture of the author elmo033057
    I almost forgot, but years ago I read several books on subliminal advertising and the author cited the movie "The Exorcist" because there were so many subliminal messages added throughout involving death and sex. When you see the DVD the soundtrack and video are slowed down so you can see and hear the effects of these messages. See one here: Exorcist Subliminal
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    Mark "Elmo" Ellis
    "When It Comes To High Response Copy - I've Got Your Back!"
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  • Profile picture of the author AmericanMuscleTA
    You had me at sex.
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    David Hunter | Duke of Marketing
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