6 Little Words That Boost Your Sales
Because They Make Your Advertising
More Interesting and Believable
Dear Marketing Top Gun,
"You can’t save souls in an empty church," said David Ogilvy. "And you can’t bore people into buying your product."
That’s why Ogilvy sought to hire copywriters "with richly-furnished minds."
How can you have a richly-furnished mind and write copy so interesting that, in the words of legendary Copy Chief, Vic Schwab, it’s "easier to read than to skip?”
You can start with this advice to young writers, from poet Ezra Pound:
"Curiosity. Advice to the young. Curiosity."
Substitute "copywriters" for "the young," and you’re seeing the light.
And how can you easily become more curious and thus more interesting? I commend these words from Nobel prize-winning poet, Rudyard Kipling:
I keep six faithful serving men
Who teach me well and true
Their names are What and Where and When
And How and Why and Who.
Journalists call this the "5W1H" formula for investigating any subject. It’s quite useful in marketing. For example:
Who are you advertising to?
What does your product do for them?
Why is it superior to alternative products?
How can you prove your case?
Where should you advertise to reach prime prospects?
When is the best time to reach them?
Each of these five "W’s" and one "H" will lead you to a dozen more, after your first pull at the ball of string.
The team captain of your six faithful serving men is Mr. Why. If you aspire to write compelling copy or be a marketer with a Midas touch, ask at least one good "why?" every day and, like a dog with a bone, gnaw on it until you’re satisfied.
Why is this product such a red-hot seller?
Why did this headline outpull the control by 60%?
Why is our renewal rate falling?
Why are our sales much higher in California?
Why do women comprise 80% of my practice?
Why do I want to take on this project?
There Are No Boring Subjects,
Only Boring Writers
When you research a product, send your six faithful serving men into the field to inspect everything — look under every rock, poke into every closet, roam and rummage through back offices, interview the product’s creators, best salespeople, enthusiastic customers and anyone else standing around.
Appoint Mr. Why as your lead detective. Instruct him to come back with at least seven times more information than you can use, and he will dump on your desk a gold miner’s sack of fascinating factual nuggets, each of which will outweigh 100 airy adjectives.
Chisel away the encrusted dirt from your golden nuggets, refine them into gleaming insights, hammer them into logical sequence, fasten them to reader benefits, then polish and polish until your fingers ache, and you may create a glittering necklace of persuasion that seduces the eye, charms the imagination, and dazzles the reader with so much human interest that it is indeed easier to read than skip.
Like gold in many forms, your copy will not only attract attention, but simultaneously trigger a lust for possession.
"Curiosity. Advice to copywriters. Curiosity."
Sincere wishes for a good life
and (always!) higher response,
Gary Bencivenga
Guest Editor, The Total Package
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14 Comments »
Join the Discussion!
Let us know what you think. Or ask us anything. Or offer your own sage advice.
The only rule: RESPECT THIS HOUSE! Postings that contain abusive language and/or personal attacks will be cheerfully VAPORIZED. One cross word and – POOF! – your well-thought-out post will be gone in a puff of smoke.
– Clayton
Comment by Fred Black — January 27, 2009 @ 4:20 pm
Gary;
Interesting article - Thank you. In addition to my internet business activities, I’m an aspiring songwriter. I’ve noticed that the more I learn about copywriting, the better my songwriting becomes. So I can definitely attest to the connection between the knowledge of poets you reference and copywriting – it goes both ways!
Fred
Comment by Robert Nomura — January 27, 2009 @ 6:55 pm
You’re retired and you’re still working. A living legend… I love it.
Comment by Caleb Osborne — January 27, 2009 @ 7:32 pm
Gary
Your writing never ceases to amaze me — your copy sings and is truly easier to read than to ignore — I actually DID try to ignore it…
… see, I’ve read all your bullets multiple times and I just figured this was a repost of one of them, but I kept getting hooked back into the running copy because it was so damn good.
It’s ANNOYING that you’re that good — in a good way that is
Best,
Caleb
Comment by Jake — January 27, 2009 @ 8:12 pm
I always enjoy your “Copywriting Gems” or should I say Bullets? Thanks for the great sales copy tips!
Your personality comes right through, which is why I believe your Bullets are so interesting (and on target), not to mention, the vast amount of experience.
With Appreciation,
Jake Toney
Comment by Susan Connors — January 28, 2009 @ 12:20 am
Hello Gary
I shall be putting the six helpers to work now
Why is an expert! Curiosity can kill a cat!
Inspiration:
Why - four children constantly asking - why this, why that,
who is that. Curiosity in the form of a kitten - has to know about everything in the house plus the big world. Having to be creative and look at things in a different light - break into understandable words for others to understand. My family is a huge inspiration to me - I get to remember the good, the bad, the ugly, the different and diversity of our world
Alice in wonderland was blown away by the curious nature of the world she lived in. The White Rabbit, The Mad Hatter and March hare, not to forget the Queen of Hearts - yelling “Off With their Heads!”
Thanks a billion Gary - I always enjoy your posts,
Wishing everyone success,
Susan Connors
http://www.marketingforlife.com.au
AKA Australia’s Marketing Advisor)
Comment by Rezbi — January 28, 2009 @ 5:13 am
I must admit I read your bullets because you don’t sell anything.
I’ve found when I read copy by the top guys I end up buying things I don’t need.
All I can say is, if you were selling something every time you wrote a new bullet, I’d likely have even less money than I do now.
So thank you for educating me without taking my money.
Comment by Bill — January 28, 2009 @ 3:06 pm
I challenge anyone to find a copywriter that paints better word pictures than Gary B. Sometimes I feel like a cat lapping up milk when I read his copy. I really don’t like to gush, but damn he’s good….
Comment by Bob — January 29, 2009 @ 7:44 am
Gary,
This message short and sweet, but as one the best copywriters in the business, you still managed to craft it so that it is informative and interesting.
The way you mould and craft words into persuasive writing gives me the mental image of clay in the hands of a master potter.
Thank you!
Comment by Grace — January 30, 2009 @ 4:42 pm
I’ve been so focused on learning how to do this that and the other, I forgot the ground rulers, thanks for the reminder.
I’ll be watching out for your next artical well said.
Grace.
Pingback by Did you know Gary was once arrested for fornicating with a Cow? — February 1, 2009 @ 4:25 am
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Comment by Kevin Lam — March 22, 2009 @ 9:53 pm
Hi Gary,
I have my own version of the 5 W’s. In fact, I call it the “5 W’S” with the “s” purposely capitalized. I use the principle in all of my copywriting.
Real quickly, this is what it is (not in any definite order):
* WHO - introduces the presenter/seller and who it’s for
* WHEN - builds credibility of establishment
* WHAT - explains what it’s about
* WHERE - entails proof of claims (testimonials)
* WHY - reasons to take action (examples, benefits)
* SO - directions on how to take action
“So” is the most important element because, regardless of what is being presented to the reader - so what? I believe it goes beyond the “why” of things and gets you to find more than just a USP.
This is a principle I developed while in HS (probably 1999) and could just BS my way through ANY essay. I first mentioned this in my first ebook in 2004. A lot of great copywriters apply this without thinking and if you visit a lot of popular sites, these principles are applied throughout the site, which means it doesn’t have to be in a single sales copy. As long as all of the elements are there, it’s good to go.
Best Regards,
Kevin Lam
Comment by Shane Arthur — September 29, 2009 @ 10:00 am
Damn good write. Nicely done.
Comment by Rogério Madureira — May 12, 2010 @ 10:47 am
Bravo!!!