Not For Public Release
- It can instantly raise the perceived value of your product …
- Make your offer more desirable and attractive to even the most skeptical prospect – automatically …
- Quickly distinguish you from your competition – giving you a powerful leg up in mature markets where every promotion is a “me too” promotion …
- Dramatically improve readership of your message, and …
- Explode the profitability of every e-mail, sales letter or web page you write from this day forward!
Dear Business-Builder,
The “Velvet Cord.” The “Inner Circle.” A “Private Invitation.”
All express or signify – to varying degrees – one of the most potent tools in your copywriting arsenal: Exclusivity.
No matter what you call it or how you use it, it’s structured to make the prospect feel drawn into, and included, in a very special group.
It could be with an exclusive offer made to a select group not made elsewhere – such as to one list or one segment of a list. Thus, making the prospects in that group feel special, and raising the perceived value of the offer due to increased scarcity …
It could be by selling prestige and appealing to your prospects’ pride – ultimately persuading them to pay much more than what you could get by appealing to any other emotion …
It could be by making a special, one-time “Charter Offer” or limited-time offer that will never be made again …
Or it could go much deeper – straight to the heart of the offer itself – by carefully and purposefully creating the illusion of an exclusive group with special privileges available only to members. A group where membership is available only to the rightfully “chosen.”
Since most promotions fail to include even a modicum of exclusivity, you can quickly differentiate your product or service by presenting it that way. Especially, in mature markets where your promotion is drowning in a sea of “me too” promises and benefits.
And that’s exactly what we find in this week’s Swipe of the Week – a health newsletter from Agora called HSI (Health Sciences Institute).
This is just a health newsletter, but it’s
made to feel like a secret privilege
While other health newsletters are solely emphasizing promises of better health and longevity, HSI has taken it one step further.
They’re selling the promise of an exclusive membership in “alternative medicine’s first and foremost global information network.” And the thread of this exclusive membership is pulled taught throughout …
“NOT FOR PUBLIC RELEASE …”
“Normally, these ‘forbidden’ breakthroughs are seen by HSI members only – in our privately circulated Members Alerts and daily e-mail updates …”
“We’ve granted you a temporary Guest Membership …”
“Please use this privilege immediately …”
“Just accept our RISK-FREE invitation to register as a permanent Member of HSI …”
Everywhere you turn, you’re made to feel like you’re being invited into an exclusive “inner circle” – where you’ll be privy to cutting-edge remedies, cures and medical breakthroughs that “common” folks aren’t.
People like to have access to something others don’t. They like to feel as if they’re a part of something bigger than themselves. And most importantly, they like to feel superior to others. As a copywriter, understanding these universal desires can help you do a lot of selling.
So download this week’s swipe now and see what you can learn from HSI about the remarkable power of exclusivity.
Then, apply these secrets to your next promotion and see if they don’t bring you greater response, greater sales and greater profits than you ever imagined possible!
Until next time …
Yours for kick-butt profits!
Paul Maxey
Makepeace “Copy Cub”
THE TOTAL PACKAGE
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2 Comments »
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– Clayton
Comment by Mike Pavlish, copywriter — May 7, 2010 @ 9:22 am
A close cousin of Exclusivity is Flattery.
Try to use flattery of your reader if you genuinely and credibly can — it’s a sure and big response-booster.
Mike Pavlish
Copywriter
Pingback by Exclusivity in Copywriting — May 10, 2010 @ 3:41 am
[...] Maxey recently wrote about this in the Total Package, and it’s well worth checking out. (Also, specially the swipe that goes along with that [...]