Do you write copy that really sells?

Andy Owen came to Kent to remind all marketers that direct marketing’s purpose is to “communicate, on a one-to-one basis, in order to get people to do things.” 

Beginning his presentation by painting a fairly bleak but, in his opinion, realistic view of the current state of the industry in which the consumers are in control and the direct marketers are not learning from the lessons of the past, Andy outlined the main challenges to marketers today.  These challenges culminated in the fact that by and large you are writing personal messages to people who don’t know you, who don’t want to hear from you about products that they don’t particularly want.

Moving on to the bases for success, Andy observed that the marketer usually has around 2.8 seconds in which to connect with the consumer.  This is less if the message is delivered via e-mail.  Any message therefore needs to be clear, contain a benefit and have the appearance of truth.  As the old saying goes – if it looks too good to be true, it usually is.

In addition, when constructing any communication it is vital that you follow the simple AIDA formula, potentially with the addition of “conviction” to make it AIDCA.  Your letter should avoid words like “quality”, “integrity”, “value” and “caring” and, above all, contain benefits and an offer.  This offer should be repeated at least three times and, without it, there will be no sale.

Closing his 107 slide presentation (all of which were delivered in little over an hour), with a couple of simple pointers, the audience learnt that to truly connect your letters had to sound like a friend talking to you, using the language people think in rather than that which is taught.  We were told that good is the enemy of great and, if you wanted to write great letters, you should constantly study the past and test each campaign.

As always when Andy Owen speaks, this was a highly informative presentation interdispersed with humorous anecdotes which the 70+ attendees all enjoyed.

Company Web Site:  www.andyowen.co.uk

Copywriting Division:  www.copywritingthatsells.com