RESIST THE URGE TO TRY SOMETHING COMPLETELY DIFFERENT
Your primary job is to sell. It is to convince your prospective customers that you’re providing good value for a fair price. For direct marketing, this is the proven formula:
- You make promises.
- You demonstrate benefits.
- You make specific claims and prove those claims.
- You make an irresistible offer.
- You guarantee satisfaction.
Anything else is completely unnecessary. And more often than not, it will thwart the sales process.
It’s natural to want to try something completely different. After all, who would be content to bang away on the same six bongos year after year when there is an entire orchestra of instruments waiting to be played?
Resist the urge.
Yes, you want to continually test different copy elements … and different offers … and different advertising media. But if you drift far away from the basic formula, your advertising will stop working. And if you take the time to figure out why, you may discover that you forgot one of the most elementary marketing secrets of them all: Stick to what the marketing geniuses who came before you have already proven to be true.
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