40KB
Outrageous Advertising That's Outrageously Successful — Chapter-06: Going The Extra Mile For Extra Money
- Source: /library/Outrageous Advertising That's Outrageously Successful/source-file.epub
- EPUB items: text/part0013.html
- Image note: Embedded images were extracted to the book's images folder; OCR is included beside image markers when text was recognized.
OUTRAGEOUS ADVERTISING that’s outrageously successful
- Going The Extra Mile For Extra Money
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00008.jpeg] [No readable text recognized; consult the extracted image asset.]
You have to be ready when an OUTRAGEOUS opportunity presents itself.
In 2002, after speaking to about 250 retailers at a seminar in Las Vegas, the editor of a major menswear magazine, MR Magazine, approached me and said he’d like to deliver my message to his readers and asked if he could do a feature on me.
Of course I did what anyone should do when presented with an opportunity to promote his or her business … I jumped on it!
As I was standing there speaking to the editor, one of the attendees who overhead the conversation approached us and stated, “That’s a great idea. Bill is out to save the retail world.”
And so an idea was born. I told the editor I would love to have a story written about what I teach, but, of course, I wanted it to get noticed. So I suggested that we present it somewhat OUTRAGEOUSLY.
He quickly agreed. (Little did he know that for an opportunity to have a featured story about me I would have agreed to just about anything.)
I remembered what the retailer said about me being out to save the retail world. And the first thing that popped into my head was Superman, who was out to save the world from mass destruction.
So I decided that, for the sake of this article, I would become the Superman of Marketing.
Here’s what I did. I rented a Superman costume and borrowed a pair of Clark Kent glasses from my good friend (and optometrist extraordinaire) Dr. Marc Attman, and I brought in a professional photographer to take the picture of me coming out of a phone booth, just like the real Superman.
So everything was in place except for the phone booth, which turned out to be difficult to find. So difficult, in fact, that if the real Superman were called into action today, he would be faced with a real problem. Clark Kent would probably have to go change in a bathroom stall or something in order to save the world in our modern phone booth-less times.
Finally, I found the solution at the Baltimore Museum of Industry, which has an old phone booth on display.
And it turned out great. The photo of me in a Superman costume idea took my message, which would have been displayed prominently but probably in a pedestrian manner, and made it memorable. It relays a much better story than if I am not in the outfit.
And by going the extra mile to present the message, it was effective and memorable—and it led to some great exposure for me.
And yes, I did go the extra mile … more than you’d think. Often when I show a photo during a seminar, someone walks up to me and asks about the grimace on my face in the photo.
The truth is that underneath my suit, I was wearing the entire Superman costume and those tights were so uncomfortable that … well, it really was going the extra mile.
And so my message is that there are a lot of ways to go the extra mile when you use OUTRAGEOUS advertising. After starting, of course, with a headline, an offer, and a deadline—the essential elements from chapter 5—you can do more.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00055.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] EPHON GLAZER BILL NTLESSBATTLESOF KEINGMAVEN SEMINARAESTREFISTRON GLAZER'SWSEEHAIDTSTDR SURVIVAI SEMINARI THE10MOSICOSIY ADVERTISINGMISTANIS AREYOUMAKINGTHIM? HOWTOSKYROCKET YOURSTORE'S PROFITS WITHBILLGLAZER'S 3-STEPBUSINESS BUILDING FORMULA! DUT TO SAVE THE RETAIL WORLD FROM MASS DESTRUCTION! Presentedb MRMSC eandSpensored NeemaCotingFooressUA+CrounCiottingCon CAMCommerceSoutons+MACiCntervafandl OUOLXOXDONSLOYACOSSOOSALUL
You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00023.jpeg] [No readable text recognized; consult the extracted image asset.]
OUTRAGEOUS resource
I think you’ll find the information that appeared in the featured article in MR Magazine very helpful to your business, regardless of what business you’re in. So I’ve reprinted it for you in appendix C at the end of this book.
Make sure you pay close attention to “The 10 Biggest Advertising Mistakes Made by Retailers” and the 3-STEP BUSINESS BUILDING FORMULA. Just insert the category of business you’re in whenever I refer to retailer.
If you really want to make money, you can take it further by paying attention to how you present your message.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00017.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] ATTLVING OUTRAGEOUS ADVEISING
OUTRAGEOUS exercise
Obviously dressing up like a superhero is not the only way you can make yourself stand out from your competition. Look at the categories below and visualize how you can present OUTRAGEOUSLY differently to convey what you or your company stands for. This is a great time to think creatively. OUTRAGEOUSLY creative!
• As a superhero
• As a rock star
• As a politician
• As a famous actor or actress
• As a famous athlete
• As a (fill-in-the-blank)
response boosters
Beyond the critical components of OUTRAGEOUS advertising, there are optional components that will enhance response even more.
While they do not have to be used every time, you’ll find that when properly used, they become BIG RESPONSE BOOSTERS.
Four of the biggest response boosters that I want to concentrate on are:
• Personalization
• Double Readership Path
• Photos/Illustrations
• Copy Doodles
personalize it
Your name here!
People love to hear the sound of their own name. Not only do they like to hear it, but they also like to see it in print, and that is especially true when it comes to advertising. Your name makes you feel like someone is writing specifically to you.
Therefore, putting your customers’ names in your advertising is a very smart thing and relatively easy to do today given all the “wiz-bang” equipment and software available to printers and mailing houses.
Just how smart is it?
You can increase response by as much as 30 percent by using personalization, and it typically always pays for itself.
As I suggested in chapter 4, you should already be building or acquiring (or both) a good customer list anyway, so if you have this pertinent information, why not use the one part that will generate the highest response—the person’s name.
Of course, when you combine using a name with some OUTRAGEOUS techniques, it helps matters even more. For instance, let’s say your name is Steve. Would you like to get mail addressed to “Dear Resident,” or would you be more compelled to open something a little different?
Let me show you a great example of exactly what I mean by this, one that I used in my own retail stores.
A couple of years ago, I wanted to have an end-of-season sale for my menswear stores. Now you’ve probably heard of a “Buy-One-Get-One-Free” sale, but unfortunately, everybody has heard of them and they are no longer special.
Instead, I came up with an OUTRAGEOUS twist to this sale. I decided to conduct a “Buy – 1 – Get – 1 – For – 5¢” Sale. And then I gave away a nickel.
I wrote a sales letter and placed it into a 6-inch by 9-inch window envelope where the recipients could see their names from the outside. And they could also see the shiny nickel that was attached to the letter.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00023.jpeg] [No readable text recognized; consult the extracted image asset.]
OUTRAGEOUS resource
You can get large window envelopes and all sorts of hard-to-find OUTRAGEOUS envelopes from www.uline.com. Nickels are available from your local bank (sorry I couldn’t help myself with the OUTRAGEOUS sarcasm about the nickel resource).
Who would send a nickel in the mail? Wouldn’t someone try to steal your mail before it got to the intended recipient?
I’ve actually sent them a couple of times, and they always seem to arrive just fine. And when they do, they have great success.
You’ll notice a few things when you look at my nickel mailing. Of course you notice the nickel and the hand-drawn arrow pointing to the nickel.
But look, it’s addressed to …
STEVE
Yes, I am not just asking any random customer, but I am asking Steve himself to “DISCOVER WHY GAGE FIRST CLASS MENSWEAR IS SENDING YOU THIS?”
The elements, as you hopefully are beginning to notice, all start to fit together. OUTRAGEOUSLY!
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00056.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] Precoried U.S.Poslage PAID Steve Discover Why Gage World Class Menswear is Sending You This?... SteveHarshbarger YourFREE 2308MeganCourt Baltimore,MD21221
You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.
Notice that I used Steve’s name twice in this letter. The first time was in the headline, which is the number-one most read part of any ad, and the other time was in the salutation. I often will personalize a headline because I find it really grabs the reader’s attention. Using it more than once is even more effective.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00020.jpeg] [No readable text recognized; consult the extracted image asset.]
OUTRAGEOUS boost
Since people’s names have different numbers of letters in them, you want to always place the personalization on a separate line or at the beginning or end of the line. That way it always will fit.
Of course, salutations in a letter are also a great place to personalize since people are already used to looking for their names in a salutation.
Yet, often a salutation that you’ll find in most sales letters is “Dear Friend” or “Dear Customer.” I used “Dear Steve,” and that is much more personal and inevitably leads to the recipient—Steve—feeling as if this letter was created just for him.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00057.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] Steve Discover Why Gage World Class Menswear is Sending You This?... SneHaedhwpe ZesMegnCoon nieon,MD2221 Buy-1-Get-1For 5e FREEWET/DRYAUTOVAC Gage 4567114%3 Jont ls car thrmhany.roaed,et mrtg it mr apelet 419-581-081 wnaigonmw.com
You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.
Personalization can be used just about anywhere, and I have seen many clever applications.
For example, Rory Fatt, who is the number-one most celebrated marketing coach, once gave away a brand-new car, and in order to advertise the giveaway, he sent out oversized postcards with a photo of the car and the recipient’s name on the car’s license plate. The lesson is that when you can find a place to put someone’s name that makes sense, use it.
Obviously, another great place to use personalization is in e-mails. You can personalize the subject line and the salutation easily. Typically this increases response from people who will open your e-mail and read its content.
Just about any software that allows you to send out e-mails allows you to upload a file and easily personalize the e-mails for you.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00058.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] From: Dan Kennedy (info@.dankennedy.com) Sent: Subject: (first name), LAST CHANCE TO SAVE S300! Dear Bill, A few wecks ago Isent you a special invitation to our one- of-a-kind event, the annual Info-SUMMIT. The Info- SUMMIT is NOT a run-of-the-mill seminar. As I said in previous emails, The Info-SUMMIT is a true EVENT, It is the place and time once each year when the most experienced and successful info-marketers from all over the world gather to exchange information and make deals....and generously share thecir business strategies with new members of this Most Unusual Millionaires Society Nothing like it occurs anywhere else - and couldn't. The Bad News is that there's only 48 hours left foryou toregisterat a S300Discount. This is your LAST CHANCE and you'll need to hurry to secure your seat.Seating capacity is limited, and are given on a first come, first serve basis, Once they're gone, they're gone. to get all the details click on the link below: Linktosalesletterchoices.com Dedicated To Multiplying Your Income, Dan Kennedy PS: I will even guarantee that your trip to the Info- SUMMIT proves to be one of the most fruitful trips of your entire life: if, at. ANY time during the three days of the Info-SUMMIT,you honestly believe you've made a mistake and that you don't belong here or that I somehow misled you or you are otherwise disappointed, you nced only say so to receive a full 100% fee refund PLUS UP TO S750.00 toward your documented travel and lodging expenses. Linktosalesletterchoices.com
Typical e-mail with personalized subject line and salutation.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00020.jpeg] [No readable text recognized; consult the extracted image asset.]
OUTRAGEOUS boost
When personalizing the subject line of an e-mail, keep it to fifty characters or less. That way the entire message can be seen once someone checks the e-mail.
double readership path
The thing that probably caught Steve’s eye to begin with from the nickel mailing that I just showed you was the nickel. A nickel in the mail? That’s OUTRAGEOUS.
Look again at that first page of the nickel mailer. It is not some sea of print but rather a visually enticing reach into the mind of the customer.
First, of course, there is the nickel. A nickel in the mail! Then there is a hand-drawn circle around the boldfaced offer:
“Buy – 1 – Get - 1 For 5¢”
Plus there are two different hand-drawn arrows, small print, big print, bold print, a numbered list, and a boldfaced reminder that goes onto the other side. Yes, the next side continues the message.
And the boldfaced text of:
“Buy — 1 - … get a second for …………5¢”
And each line mentioning a different product with the same nickel deal is finished with a checkmark. But wait, there’s more, and that’s exactly what you see next in big bold:
“Whoa Nelly…I’m not done yet. I have a gift for you!”
Of course, between there is more print, always more for the customer to read that will help to convince him or her exactly how great this is.
But graphically, this bold phrase in the middle of the page catches your eye. And it leads to a coupon with a photo of the aforementioned free gift. (For more on gifts, see chapter 8.) And still, there is room for my signature and an italicized list of P.S. #1 through P.S. #5 that includes, of course, the deadline.
Finally, at the bottom of the second page is all the pertinent information, including the company logo, credit cards accepted, address, phone number, and Web site.
Of course, if you write a two-page sales letter (or a twenty-page or a two-paragraph letter), you must have something to say that is relevant to the customer. The words you choose and how you present them are important.
A lot of copywriting is human psychology. Knowing how the mind works, what trigger words to use, and how to present information in specific ways that cause people to buy is key.
And so when you are designing any campaign, you don’t want a piecemeal approach, but instead you are going after an overall look, feel, and theme to it that makes it cohesive and also gives the pieces their individual power if they are the only parts seen.
And although this is not specifically a copywriting book, I am giving many examples featuring all the elements of good copywriting. So, for example, on the first page of the nickel mailer, you can see that it is clearly built for what professional copywriters refer to as a “double readership path.”
Think about how you would read any kind of advertisement. Your eyes will scan it very quickly and determine whether or not it interests you. In the case of my nickel mailing, you’d probably notice the headline, the nickel, and a few of the other featured parts of the letter such as the handwritten font and subheads.
And by using short sentences, long sentences, and an appeal to the reader with the idea of a free gift, the letter is readable and entertaining, and it reaches many trigger points.
I just described to you the double readership path. This is the path that readers will take to see if they are interested in what you are saying to them. Then, if you grab their interest, they will read the letter in its entirety or at least until they decide whether this is for them.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00020.jpeg] [No readable text recognized; consult the extracted image asset.]
OUTRAGEOUS boost
People often resist writing long-form sales letters though they will typically outperform shorter sales messages because “the more you tell, the more you sell.” The double readership path allows you to write longer sales letters and capture the readers when they scan for information that grabs their attention.
Let me provide you with a couple of OUTRAGEOUS examples that illustrate the double readership path.
puzzle piece mailer
In August 2006, I helped a client, Keith Lee, put on a retail conference and expo, and as the conference was approaching, he still had a few more seats available and a list of customers he knew would be interested in attending.
He puzzled over what to do. He knew he could get a better response if he could just come up with a way to solve …
Wait! That was it.
He would send out a puzzle piece attached to a long sales letter.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00059.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] I'm Puzzled? AreYouAbsolutelySure Your BestPossibleDecision Is To Miss This? Bring it to theConference &EXPOto fnd out it Is thias the winning puztie piece? or strategy exposed to you at The American Retail Supply. oure the winner of a Royal Camibean Cruise. BILLGLAZER on Conference &Expobyoneof the speakers oroneof the your income in 2007? HURRY!YOUR stofeveryone who isalready registeredtoatiendwhat istuming intothe OPPORTUNITY TO BUILDING Event ever put together for Independent Retailers andIwas gistered, Seriously, what the devil are you thinking? REGISTERFORTHIS tingocrastinatingisgoingockyuuWe're FREEEYENT EXPIRES early85%soldout. ONAUGUST21, 2004. ztioes come in.IFYOUMESSAROUND MUCHLONGERYOU s nothing I can do to make more room, (The Convention Center has very Inotallowonepersonovertheirallowable number.) Looking forwarato Sting rations between now and the endofthemomth because allofthe speakers you in Seattie, eirown lists. BinGiazer ng to GUARANTEE the extraordinary value DUof thisFREEConference&Expo I will put S100.00ofmy ownmoney right on the line PERSONAL,MAKE-YOU-HAPPYGUARANTEE THATTHISWILLBETHEMOSTVALUABLEEVENT INTHERETAILINDUSTRY Iwant youtoregisterforthisFREEevent (mygifto you)withoutan ounceofconcemoverhowmuch it will beworthtoyou,EventhoughtheseminarisFREE,you'll sillhavetocoveryourairfane,hotel and food, sowant youtohavean ironclad,unwaveringconfidencethatyou aremaking a wisedecision for yourself and'or your family. So,I'm going to go way, way,out on a limb for you. Attend BOTH days, in their entirety, and if you honestly feel I have overstated the valueof this event, under-delivered onmy promises,
You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00023.jpeg] [No readable text recognized; consult the extracted image asset.]
OUTRAGEOUS resource
You can get puzzle pieces from the 3D Mail Results company. Visit their Web site at: www.OUTRAGEOUS-advertising.com/3DMailings.
First, you see the puzzle piece and the words “I’m puzzled,” and soon you learn that the puzzle piece can win you a cruise. After looking closely at the puzzle piece, your eyes scan the page and you see a paper-clipped handwritten note from me urging you to hurry. This is not only a double readership path, but actually a form of double testimonial by adding my voice into the sales letter.
This is a great example of how the double readership path is perfectly utilized for longer copy. In this case, the sales letter was sixteen pages. As you scan Keith’s sales letter, notice the elements of this letter that catch your eyes. You see the puzzle piece, the paper-clipped handwritten note, bold words, larger font, different fonts, shaded boxes, photos, etc., and the more you see, the deeper you want to read.
rubber band mailer
Dr. Greg Nielsen, mentioned more than once in this book, is a brilliant marketer who knows how to translate a simple idea that everyone knows about into a brilliant marketing technique.
And everyone knows that you put a rubber band around your wrist to remind yourself of something. Well, Dr. Nielsen thought it would be good if he helped his customers remind themselves that they may have unused health benefits expiring soon.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00060.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] STAFF MEMO How To Use Your“Flex-Plan” ToGiveYourself TheBest Christmas Gift Ever! If You'reABusy Woman, ThenYouHaveToHurry And UseYour Group InsuranceFlex-Plan BeforeTheErd Of This Year! PRomiDr,Mielsen'sStaft (fust Karie this time) 505AberDrive Phobe1 (262) ·5343767 waterford,wr53185-0086 Hd CCIZ*AepuON Dear Friend: Happy Holidays! It'sme (Marie)from Dr.Nielsen's office.Asyou can see,I've enclosed a big"hot pink” I do this, rubberbandwiththisletter.So,whydid you ask? Well, there are xo really fmportant reasons: 1) I have sonething uRcrr to tezl you and I vanted to make certain I got your undivided attentioa ...and... 2) about to expire at the end of this year, I decided to enclose a rubber band that you can wear on your wrist to remind you to use these benefits up! Anysay, I was checking our records today and I noticed that many patients still have unused health benefits that expire at the end or this year,After Decenber 3lst,they can never be used again. Oh man, ir you have (please go to the next page) -Poge 1-
You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.
Clearly this is a great example of the double readership path. The rubber band is taped to the first page of the letter along with all of the graphic enhancements (headline, test in a box, bolding, lists, subheads, etc.) that are designed to grab your attention.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00017.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] ATTLVING OUTRAGEOUS ADVEISING
OUTRAGEOUS exercise
Give your sales letter to someone to read, having blacked out everything that is not featured cosmetically or graphically, and then see if he or she can get the complete concept of what you are offering. If he or she can, you’ve achieved the double readership path.
Although Dr. Nielsen did not use personalization in his sales letter, he did do something very interesting. Actually it was OUTRAGEOUSLY interesting.
Instead of Dr. Nielsen himself sending out the letter, he sent it out as a staff memo. It comes from Doctor Nielsen’s staff, but wait, look closer—“(just Marie this time)” is in the return address.
Wow. Most likely, his patients know Marie, and so it’s been personalized. Marie sent this. This is a great example of an inexpensive form of personalization.
Graphically, obviously, the rubber band and layout of the “staff memo” bring a lot of attention. And the copy—this personal letter from Marie—is conversational and helpful, and it gives a great reason why the rubber band is there.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00020.jpeg] [No readable text recognized; consult the extracted image asset.]
OUTRAGEOUS boost
Items that are attached to your sales messages such as a nickel, a puzzle piece, and a rubber band are called GRABBERS because they “grab” the recipients’ attention. Grabbers are another tool to increase response and should be used as often as possible. As you can see, they don’t need to be fancy or expensive. Heck, you can’t get much less expensive than taping a rubber band to a piece of paper! For more details about grabbers, see chapter 13.
photos & illustrations
Dress up in a straitjacket and make some crazy money? Sure, sign me up.
I did exactly that. Then I created a great headline that included a reason why I was in the straitjacket. I added some crazy graphics onto an oversized postcard and mailed it out.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00061.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] BecauseOurAccountantNoticedSomethingThatNobodyElse PricesSo,SoLowYou'llSwearIP'm...CRAzy! CRAIY WA 3 CRAZY
You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.
Crazy? You betcha! It was crazy fun watching the customers roll through the doors at my stores.
Now I want you to do something. Take a look at the crazy straitjacket postcard and imagine it without the photo of me in the straitjacket.
Is it still effective?
Maybe … but it is definitely not AS effective!
The photo of me really helps to relay the story much better than if the photo was not there. That is exactly how to use photos to your advantage in your OUTRAGEOUS advertising.
You want them to enhance your stories. Remember the old saying that a picture can tell a thousand words. Well, I’m not sure they can tell a thousand words, but they sure can deliver a much clearer message.
I love using pictures in my advertising. It’s not beneath me to portray myself in a way that will make customers and prospects notice. Instead, it’s fun.
bill behind bars
Once I had a photo taken of me standing behind a wrought iron fence holding a black mug in my hand with a chain wrapped around my wrists.
This was a simple way to snap a picture that made it look like I was in, of all places … prison!!!
I used this photo in one of the most successful ads I ever ran for my retail stores, and I took quite a bit of good-natured ribbing from my customers at the same time (as you’d expect).
First, let’s look at the envelope that the OUTRAGEOUS advertisement went out in.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00062.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] BillGlazer 200 W.Baltimore Street Baltimore,MD21201 FORWARDINGSERVICEREQUESTED PLEASEOPENATONCE: SOMEPEOPLEAREALREADYCALLING THIS"ILLEGAL... BUTONCEYOULEARNTHEFACTS YOU'LLWANT"IN"TOO!
You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.
The few words on that envelope are enough to make you want to look inside because it makes you wonder what people are calling “illegal.” And then you open the envelope, and on the first page of a flyer (on next page), you see me behind bars.
There I am, coffee cup in hand, banging on the bars because I am imprisoned for selling at:
“PRICES SO LOW … YOU’LL SWEAR THIS IS ILLEGAL”
Once again, this is a great example of how you can have a lot of fun and make a strong point at the same time.
Quickly, a comparison is made as if on a large-font quiz, and the checkmark is placed in the proper box—the box that says, “Shop at Gage and save some REAL MONEY.”
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00063.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] BeTHis Bobtay Sesson ) Shop at the mam? fb)ShopatGagand MEMEREAL MONEXTF GBARGANSFRONBALTIMORE'SWORLD-CLASSMEN'SSTORE AnnouncingPrices SeLew. You'llSwearThlsIs lllegall
You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.
And then it becomes a letter to a preferred customer and friend explaining (using double readership path) that this is the “MOST GENEROUS OFFER WE HAVE EVER MADE.”
It goes on to describe the offer and then use humorous memorable language calling my coupons “ethical bribes.” Finally, this page has a hand-drawn arrow pointing the reader to look inside for more.
Once the sales letter is opened, fourteen photos of merchandise appear with a description of each. And under it all is a question-and-answer section explaining the sale.
Finally, one more feature of this page is the handwriting, which is used to emphasize, in a personal way, what needs to be pointed out—such as the name brands.
And then the final page comes back to the ethical bribes. It offers a recap list and four final points to remember.
The entire letter is filled with information for all kinds of readers. There are graphics—even funny graphics of me behind bars—that originally catch your attention in an OUTRAGEOUS way, and then I show the offer in a way that backs up my OUTRAGEOUS claim.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00020.jpeg] [No readable text recognized; consult the extracted image asset.]
OUTRAGEOUS boost
When using photos, try to place captions beneath them in order to further enhance your story. People have been trained by newspapers and magazines to read captions beneath photos. In fact, in those media it is the second most read part of an article (second to the headline). As you can see beneath the photo of me behind bars, I wrote a caption that read, “BILL GLAZER BEHIND BARS: Gage Menswear Owner is mistakenly jailed. Local authorities suspected Gage’s low prices hinted towards illegal activity by the 56-year-old store.”
illustrations - no b.s.
Photos aren’t the only way to portray a story.
You can also use illustrations just as effectively. For example, Dan Kennedy, my business partner at Glazer-Kennedy Insider’s Circle, is famous for his no B.S. approach as well as for writing the monthly No B.S. Marketing Letter—(which is the number-one most read marketing newsletter on the planet).
An illustration, a cartoon character of Dan sitting on top of a bull, with a caption beneath it is often shown in the newsletter. A real photo of Dan sitting on top of a bull has also been used, but results actually have shown that in this case, the cartoon Dan wins out.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00064.jpeg] [No readable text recognized; consult the extracted image asset.]
Dan Kennedy’s famous cartoon sitting on top of a bull, illustrating the no B.S. approach that he’s famous for.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00023.jpeg] [No readable text recognized; consult the extracted image asset.]
OUTRAGEOUS resource
You can take a FREE test-drive of two full months of Dan Kennedy’s No B.S. Letter and “ELITE” Gold Membership at www.dankennedy.com.
copydoodles
One of my best secrets for increasing response to all of my OUTRAGEOUS advertising is a simple-to-use software program that you install on your computer called CopyDoodles.
You’ve probably noticed several times in the examples that I’ve been showing you handwritten graphics and fonts that make the copy look much more interesting.
Mike Capuzzi, a member of one of my VIP Coaching Groups, realized that these little interesting additions to his advertisements substantially increased response, so he created hundreds and hundreds for his own use.
When others saw them, they literally begged him to make them available, and he created an easy-to-use tool as the ultimate shortcut.
In fact, I rarely write anything anymore where I don’t use them. This includes:
• sales letters
• Web sites
• e-mails
• postcards
• memos
• faxes
• signs
In fact, everywhere I use words to sell something.
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00023.jpeg] [No readable text recognized; consult the extracted image asset.]
OUTRAGEOUS resource
Information about CopyDoodles can be found at www.copyenhancements.com.
Just to prove it to you, let me show you some actual examples of how CopyDoodles increased response.
web site test
Before
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00065.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] ChatWise 1-CAN(50 S004120 AreYowAnOnneSusinessOwnerWhoyNotHappyWaYour Before Covesion Ran? Need Help? At This Very Moment CopyDoodles People Are Leaving Your Website Without Buying AThing -- And There's NotMuchYouCanDoAbout It.. 4%Response Until Now. Yoe eem sdnebosinm- PheseaoEedajuttm Dhey an byiog tir?major ntone ThiniCeyersno BUSINESS2.0 SOMETNEIR
After
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00066.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] ChatWise 1E46813007864 AreYouAnOnineBusinessOwnerWho'sNerHappyWthYour CoeveionRane? Need Help? After People Are Leaving Your Website Without Buying A Thing - And There's Not Much You Can Do About IL.i CopyDoodles Until Now. Yovunanoiebiirnss 44%Response Theyasthsyinghr2mtpemaans An BUSINESS2.0 2.Tht a3Cyir toin pescs ba SONTER
sales letter test
Before
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00067.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] Gvestios uhat doaPuper Buy soneDvetTape,Aud a Papur Clig hue to de with you ukiy A Ton nors monny! ASES, GVGRYTHNG! Before Dear , CopyDoodles letter and mailed it te you in a Pisin Broun Beg. Yes wie notice that 1haveattached a piece otDuct Tape and a Papendig te his Why weule haveT dose such a'thing? Wel_actually, thare aire 2very impotast 2.5%Response reasons.
- First,ths letter is very importast ane (traniklyl, teefed some eye-catchisg
- Seced.Tused thesedesices toshewyee utigsemprte creeteafleed dneu way to set yourattentiot. Cuttomerswho can'Twait toREADWHATYOU HAVETOOFFER. Yoisee,thaformula formarketingsuccess is iverysimple: 2.Compel prospect to beceme custemer.. L-Fisd prospedt..
- Retain customer.. 4.Delver sech valiethat custemerreders S.Lather.rinse_repeat. tcross.Beck inourgrasdparent'sSrs,at itteok wsoeesimplead teget tem into “Gecel, Maude, at's a coupon, we HAVE to use itr American views as few as 253 and as many as 3000 aidvetising metsages per day. Nowsdays,t aint sosimgle,tnfact, experts estimate that the aveagt Wehalof thscye-bombardment,yoineed tomalesureyourmessag+ stands out at Beth as pessibie betaruse.
After
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00068.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] Clip huilt ro do wiris you malkiny A Ton wort inoney? After CopyDoodles Deernme, YouwitnebcethatIhevesttechedagieceofCuctTapeandaPapercliptothis 13.8% letner and maled it to you in a Pain Brewn Bag. Why would have I done such a ming? Wel.actualy, there are 2 very iroortant reasons Response
- First_ this leeter is very imgortatt and (ftransiy), 1 needed some eye-cat(hirg 2)Second.Tusedthesedevicestoshew.youaunige.waytocreste.fodofce waytogetyour.attenten. CsitoeterSwho CanTwatoREAD.WHATYOULHAYETO.QEEER You see, the fomule for marketing success is very simple: I rind prnpect 2, Compel prossect te become customer. 3.Recancuitomer- 4.Dehver such velue that ounstomer refers.
- Latherrirse..repest across, tack in our prandparent's Caryf, oll it took was one simple ad to get.them into The only problem is thot itrsa lot anderthan itusedto beto get yourmessage the store-- “Geeez, Maude, It's a coupon, we HAvt to zse itr” American Vviews as few as 253 and as mary as 3000 advertising mesages per tey. Npwadeys, it ain'tso simple,Tsfpct, esperts estimatethot the averege with all ot tte eye-baneardnent, you need to make sure your message stands out as euch as possible because- ONeR PLENSE
envelope test
Before
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00069.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] Jane Doe ABc Consulting Group Before 337 POBoX Wi11sboro,NC21555 CopyDoodles 1.1%Response
After
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00070.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] AS2mPA 1999P After Jane Doe ABc Consulting Group CopyDoodles POBOX 337 wi11sboro,NC 21555 YOUR TICKETS 8.7%Response AREENCOSED
order form test
Before
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00071.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] CopyDoodlesTM Professional Edition FastActionForm ceiv tht CenDeodsPefnviceai CD-RCSiEdticefer eyiprcit, edayeely YEstE.sanmgetyoumcopyefCoDoodiaeighuayttsadenedlw tem2mtefS47,00. tfore ta (c famwt Before CopyDoodles 13.8%Response Chy. Stde Ep Imo: Odtcorde Signdire TodarDde Handback in before you leave!
After
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00072.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] PROFESSIONAL EDINON FAST ACTION FORM tctistCopDoodinsPnsielCD.ROuEdmitfarawypecialieneetad YEsMa.TertegtteyeuncoyerCogsDooetrightmaymuadentanduit Thtini peckagt inctsdtialefet fotewing efoetCD-R.O After aTnatentrh (ndudigReaneRrwien) CopyDoodles 33.1% Home: Response Cihy, Stae Zp: Phona't: Imol: Credtcorderprofon Sgohrs Tedoy Dote Handbackinbeforeyquleave! VALIDTODAY ONLY
poscard test
Before
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00073.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] Write a Bock, Make More Money pessauingtgiw 2900UmvetyAve San Diego CA 32184 Ready to write your book and make more money Beforeyouwaste onemoredimeon www.MyBigBusinessCard.com an ineffective website or useless brochure... Before CopyDoodles 0.0%Response
After
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00074.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] Wrne a Boox,Make More Money MyBig Business Cad San Diego CA 12104 Ready to write your book and make more money STOP! Beforeyouwasteonemoredimeon www.MyBigBusinessCard.com an ineffective website oruseless brochure... After CopyDoodles 3.3%Response
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00026.jpeg] [No readable text recognized; consult the extracted image asset.]
Sizzling Outrageous Summation
-
Extra elements bring extra profits.
-
Everybody likes to see their name.
-
People look at advertisements by using the double readership path.
-
Pictures and illustrations can really help to tell your story.
-
Making your copy interesting increases readership.
-
CopyDoodles bring oodles of responses.