offer and message

a science and an art

Science: ResearchArt: Creativity

satisfy needsemotional and logical

characteristics

Believability

Involvement (avoid glaze over)

Creativity (think exclusivity)

Logical fit w/ business, theme + response

popular offersDecide on attractiveness of the offer (what can you reasonably afford?)Ways to express discount (in pods, come up with ways to express discount for restaurant write on board)One year of Sports Illustrated for only $12(regular $24 per annum/12 issues)Only $1 per issueHalf priceSix issues freeSave $12Save 50%

Free gift with purchase and Other free offers

Discount offers

Sale offers (discount explained)

Sample offers

Guarantee offers (money back if you dont get a job!)

Sweepstakes offers

Handout of 100 other offers

message tipsThe Message

The goal of EVERY word you write: RESPONSEWhat am I selling? To whom? What do I want them to do???

TipsYOU focusHeadlines / Body copyKey words (Free, You, How, Now, Why, Today, Save, Why, At last, Limited)Colorful vocabularyBenefits vs. featuresNarrativeLong form vs. short

(AiDA from Frank Get attention, Develop interest, Reduce resistant, call for action)

HINTS:Dont give too much awayExploit peoples natural curiosity and egoAvoid let down effect

emotional

Emotional Appeal

Logical appeal

Moral appeal

Teaser approach

Benefits focus

Customer can gain / become / avoid something

People can save (more than money)

Negative appeal (product as hero)

Urgency appeal

Competitive differences

Ask a question

Show empathy

Long-form copy (more than 25 words on an envelope to attract attention)

logical

moral

tease

benefits

customer can

save

negative appeal

urgency

competition

question

empathy

long-form

What's this?

Give it a Try: Pull technique out of one hat, pull product out of one hat. And come up with a message for that product. Submit to Lindsey.

the messagethe offerthe call to actiontermsappeal

Message Includes:Terms of whats being promoted (the product)SOLID request for responseCorresponding offerAppeal

13/02/13

Click to edit the title text formatClick to edit Master title style

13/02/13