How News-Style Copy
Can Increase Sales
Have you ever thought of using the news appeal to promote your product? The reason I mention this is that the news appeal has worked very well for me over the years.
In fact, it’s worked so well that 90% of the direct mail packages and email messages I write use the news appeal.
Why do I like news?
Because it cuts through the clutter of messages that we are bombarded with every day. Most people don’t realize this, but your mind automatically cuts through the cacophony of messages to get to
the news.
As a result, the closer your message resembles the news, the greater your chance of opening your prospect’s mind to your sales message.
In other words, the news angle helps you bypass your prospect’s mental spam filter.
Think about it.
What’s the first thing you do in the morning? Listen to the news? Log on to the Internet to read the news? Go out and grab the morning paper?
Most people do one, if not all, of the above. It doesn’t stop there.
How about when you arrive at work? You read the newspaper, right? Maybe a few industry journals?
What about when you get home at night? Don’t you watch the news? The fact of the matter is that Americans are hungry for the news.
Just look at all the news organizations that have sprung up over the past 20 years: CNN, Fox, MSNBC, the Drudge Report. If you aren’t using the news appeal, you are missing a powerful tool to use to increase response.
By the way, I didn’t invent this approach. I just use it. If you check John Caples’ Tested Advertising Methods, Chapter 5, you will see the first eight of his 35 headline-writing formulas are devoted
to – what else – the news!
Frankly, this is what makes the magalog so effective. It delivers a sales message in a magazine format. If you’re not familiar with the term “magalog,” think of it as an infomercial in a magazine
format.
Or, better yet, think of it as the 24-page sales letter that’s too thick to fold and place in a #10 envelope.
Over the years, I have found that whenever magalogs are introduced to a new market, they pull in many more responses than your classic direct mail package.
Don’t take my word. See for yourself. You’ll be amazed at the results.
How to Write Long Copy
that Makes Money
If you’ve never written a magalog before, it’s not like writing any other kind of direct mail promotion. If a #10 package is like running a sprint, the magalog is like running a marathon.
Yet, learning to write an effective magalog will make you much more valuable to publishers, product managers, and entrepreneurs.
Fifteen years ago, I spoke to the Newsletter Publishers Association on this subject after I had created one of Phillips Investment Resource’s biggest controls in years. It was called “The Great Retirement Betrayal.”
Phillips mailed more than 25 million copies until it was finally beaten by Gene Schwartz, of all people. (To be sure, I beat him back six months later!)
I actually videoed that presentation and did nothing with it. It’s been sitting in a box for all these years. I’m having it converted to a DVD with a transcript.
You’ll find the techniques I developed back then hold true today. They actually form the foundation of my 30-plus controls with top mailers.
If you would be interested in getting a copy, please let me know so I can be sure to order the right amount.
All good wishes,
Doug D’Anna
Guest Contributor
THE TOTAL PACKAGE
P.S. If you know of someone who would like to join the A-list, please forward them this link.
www.dougdanna.com/joinmyalist.html
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Comment by Doc Gui — August 10, 2007 @ 10:44 pm
Would love see a DVD of you in action. If its anything like your A-List newsletter it should be very informative.
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