YOU’LL NEVER BUY THESE
Bet you didn’t want to buy these Twilight Zone VHS cassette tapes. I’ll even bet you don’t even like the show. But I will also bet that you read the entire ad, and maybe even thought for a split second about buying these tapes. Come on. Really?
Tell me you didn’t want to buy. Tell me you didn’t read the entire ad. Tell me you didn’t think about how fun it would be to watch the show with friends. You can’t deny it. You read the whole thing, didn’t you. If you didn’t, you will right now. You wanted to feel what it was like to have wanted the cassettes back in the 80′s. You wanted to imagine what it would be like to pop some popcorn, let your friends in the front door, and sit down together to watch the Twilight Zone. Why? Because the copy was so gripping you couldn’t stop. Or could you?
Stop for a moment and tell me this. Did you not want to buy the cassettes? Did you not even think about it once? You might not even like the Twilight Zone. Worse yet, you probably don’t own a VHS cassette player. But you probably had a twinge of desire somewhere in your consciousness to have the ‘experience’ of buying the tapes. Of ordering, waiting in anticipation, and getting really excited for when the parcel would finally arrive on your doorstep. Wait a minute. I thought you said you woke up this morning not thinking about buying a set of Twilight Zone VHS cassette tapes. Well you didn’t, and you still entertained the thought of buying. This is the unexpected and spellbinding power of expertly-crafted advertising at work, silently influencing you beyond your awareness.
Throw logic out the door. There’s no logical reason you should want those cassettes. After all, you don’t even have a VHS cassette player. You probably don’t watch the show. So what would explain you feeling a subtle desire to buy? You’ll learn in a moment, after I reveal this.
I’m guessing you have something you’d like to promote. Maybe it’s an idea, a project, a product, a service, a concept, or even a business. No matter what you’re doing, you need to really figure out how to persuade in print. The process of learning how to write a direct response advertisement, the long-form product ads you see in magazines is the best marketing education you can get because it translate to all other forms of media. Learning to write ads that pull is not only super fun, it’s a key skill of entrepreneurship because it’s rare and valuable. Anyone can start mowing lawns for money with an old truck and gear. But not just anyone can write a magazine ad or even a telephone pole ad so fun to read, gripping and persuasive that it causes people to pick up the phone to order a landscaping services package. Writing long form direct response print ads that generate a 1.5 – 15X return on advertising investment is a rare and valuable skill, and a special advantage. It’s also something nearly anyone with elementary language skills can master, if you do this one thing.
Please tell me you’ll do this. The thing you need to do is read a book. It’s called: “The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America’s Top Copywriters”. The author is Joe Sugarman, the guy who created and wrote ads for BluBlocker sunglasses, those sunglasses from the 80′s no one said they wanted, but sold in the millions. 1 million plus pairs, to be nearly exact. Joe has written direct response magazine ads for decades, and his intuitive knowledge plus depth of experience combine in a powerful copywriting method anyone can learn. And I mean anyone.
You didn’t want to buy those Twilight Zone tapes. Then again, neither did the person who read your direct respsonse print ad and ordered your product without even knowing they wanted it when they woke up.