The Most Persuasive Tool
in Advertising and How to Use It
Dear Marketing Top Gun:
My friends, star marketers Alex Mandossian and Yanik Silver, recently paid me a compliment by calling me, "The world’s greatest living reason-why copywriter."
I consider it such high praise because my mentor, David Ogilvy, was in my view the greatest reason-why copywriter of all time. In fact, when asked by a reporter if he was a strong proponent of "reason why" advertising, Ogilvy responded, "Is there any other kind?"
Thinking of Mr. Ogilvy (or "D. O.," as we staffers at Ogilvy & Mather called him) has prompted me to once again offend every English teacher whose classes I endured, and inspire everyone else who speaks the King’s English to cringe, by penning another of my infamous poems, this one entitled …
The Most Persuasive Tool in Advertising
"How can I sell more product?" is the marketer’s eternal question.
If you sincerely seek the answer, just follow my suggestion.
When it comes to creating advertising, most advice is for the birds.
But the greatest secret of success can be found in two little words.
No, they’re not, as some have written, those standbys NEW and FREE.
Neither are they NOW and SALE, or even YOU or WE.
No, to open minds and wallets and have prospects eagerly buy,
The most persuasive words in advertising are simply, REASON WHY.
Whether you spread your message on TV, the Internet or by letter,
You must explain the REASON WHY your product is much better.
And while you’re at it, don’t forget that your audience won’t believe you
Unless you give the REASON WHY what you claim is true.
To close the sale, these two little words once again point the way.
Just give me another REASON WHY I should act today.
There you have it, clear as day. If you want to sell, here’s how:
Give good reasons for these three questions — why you, why true, why now?
This little secret works like magic, for all products, in all seasons.
If you want to sell like a superstar, just boldly state your reasons:
First, the reason yours is best. Second, a reason to believe,
And third, a reason to act right now — give these and you’ll receive
More sales than you can imagine, gold and riches heaped on high.
The world showers you with treasure when you give the REASON WHY.
* * *
Could this be verse? I doubt it! But maybe a couple of quick examples will make the point …
Soft drinks are one of the most difficult industries to break into with a new product. The number of times it’s been done over history is very, very seldom because people are loyal to whatever soft drink they like.
Not long ago, Slice soft drink came out with a campaign that said it’s a better-tasting soft drink because it contains 10-percent fruit juice.
It gave a little reason in the headline — the 10-percent fruit juice — to explain why it tastes better than the average fruit soda.
And that made all the difference in the world. In a product category that’s renowned for a sky-high failure rate among new products, Slice quickly captured 7 percent of a $30-billion-a-year soft drink market.
Today, that same soft drink market is probably worth more than $50 billion per year. That means that right out of the box, Slice created $2 billion a year in sales on the strength of this one little proof element, 10-percent fruit juice.
To see how critical that line is to its success, try taking it away, and what do you have? "Slice, a better-tasting soft drink." Nothing there but a bland claim.
But because it contains 10-percent fruit juice, if you’re a soft drink aficionado, you think, maybe I’ll try it. There’s a good reason to.
Let’s look at another example. The headline of one of the most successful direct response ads of all time is:
How to win friends and influence people.
Wisely paying off that key word "how," the body copy of this ad gives many, many reasons in support of this powerful headline.
Here’s another classic reason-why positioning that built a fortune.
Kleenex towels absorb 50 percent more
because they’re two layers thick.
"Well, that makes sense," you say to yourself. You can buy into the promise because it gives you its proof element, its reason why, right in the headline.
Half Off Sale!
We’ve all seen half off sales and, by and large, they slide off your mind like water off a duck.
But give it a reason why and look what happens. Imagine if you say instead:
Fire sale! 50 percent off everything in our store
because of our recent fire.
See what a difference that makes?
If I’m going to buy a stereo, I don’t care if the box smells a little smoky. The reason why — the recent fire — gives me a rationale to buy into it, a believable explanation of why I might really get 50 percent off, rather than just another garden-variety, totally unbelievable and unmotivating "half price sale."
Take a hard look at your most critical marketing materials, especially any that are underperforming. Ask if you are giving reasons why in each of these three areas:
- Compelling reason(s) why your product is superior to other solutions your prospects might choose, including doing nothing.
- Compelling reason(s) to believe that what you say is true.
- Compelling reason(s) to seize the opportunity today.
When you examine the most successful examples of salesmanship-in-print, you’ll almost always find these three reasons-why in full force, which is why they are so profitable.
Sincere wishes for a good life
and (always!) higher response,
Gary Bencivenga
Guest Editor, The Total Package
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12 Comments »
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Let us know what you think. Or ask us anything. Or offer your own sage advice.
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Comment by Susan Connors — August 19, 2008 @ 1:34 pm
Compelling reason(s) why your product is superior to other solutions your prospects might choose, including doing nothing.
How do I benefit from product? Reason why…instant gratification or something for tomorrow?
Compelling reason(s) to believe that what you say is true.
What reason/s should I buy your product?
Show me some more proof or reasons why?
Compelling reason(s) to seize the opportunity today.
Close of sale - helped persuade me to purchase today.
Thank you Daniel …what you say is so true of all humans. Emotions are tapped into the most important person in their life…themself.
How to Win Friends and Influence People is an excellent headline. Plus a excellent book by Dale Carnegie
I will have a look at my copy and see where I can improve on these elements mentioned.
Wishing all continued success
Sue in Aus
Comment by Caleb Osborne — August 19, 2008 @ 1:48 pm
I want the great Gary to write me a love poem
Comment by Marilyn Zink — August 19, 2008 @ 2:12 pm
Dear Gary:
I thought I’d write a letter
But you’ve done it so much better
You can find a reason
For every single season
So when people go to buy
They’ll always know why
I like your little secret
So I’m going to help you speak it
Thanks Gary. For a former journalist, current magazine publisher.I’ve always loved verse, but sometimes it can make me curse.Ohh, don’t get me started again….
Comment by Sean Donahoe — August 19, 2008 @ 2:27 pm
Very wise words indeed, something I have to constantly remind my clients.
Comment by Mike Wilson — August 19, 2008 @ 2:35 pm
Awesome article! It’s amazing how much power that simple word "because" holds. Thanks for sharing this valuable information.
Comment by Joey Atlas — August 19, 2008 @ 3:23 pm
Thanks Gary - this is hot stuff - very useful and timely.
Putting it to use as we speak because it works…
Joey Atlas
Comment by Andrew & Denise Chambers — August 19, 2008 @ 4:34 pm
Great tips…Create a strong sound minded emotional response with our reasons "WHY" people need to feel the positive energy and strength which compels them to act NOW..!
Thanks
Andrew & Denise Chambers
http://www.TheRatRaceMovie.com
Comment by Roshawn — August 19, 2008 @ 8:34 pm
I like this article very much. Thanks for sharing!
Comment by Neels Theron - Non-Guru Road To Making Money Online — August 20, 2008 @ 3:11 am
Thanks Gary for more solid, can-do advice. The reason why we love your writings…
Comment by Nicholas Grobler — August 20, 2008 @ 7:03 am
That was a stellar poem Gary! How about you write more of those, I like poems that help me make more sales, he he…
Comment by Jeremy Reeves — August 20, 2008 @ 9:57 pm
This reminds me of that study they did with the people at an office by the copier - where the person who stated their "reason why" they needed to get in line first was told yes many times more frequently than the person who simply asked.
I can’t remember the exact numbers, but it was a very big difference.
Good stuff!
Jeremy Reeves
http://www.GetClientsIn20.com
Comment by Jason Dinner — August 20, 2008 @ 10:45 pm
Yeah Jeremy,
I remember that too.
"Can I cut in front of you because I have to make copies"
They said yes a lot. LOL
Jason