Nice having the subtitles Drayton , I can now watch in silence not to wake my husband in bed early morning : ) . First lesson to do in the mornings : work on your marketing by learning how to write great copy !! Good lesson learnt here .
Really found this useful. Great use of examples from one medium to illustrate rules, tips and advice which applies to the much wider art of copywriting. I’ll certainly be taking more notice of magazines and ads inside them.
Sales theories (and maybe actual sales, I don’t know) have changed over the years.
The latest is called “Consultative Selling.”
From what I can make out, you go and find out what the problem is before offering a solution. And it is a two-way dialogue, not a one-way rant (as your friend Andy Bounds puts it).
But in copy, we are presuming we know the problem already. We present a problem, and then give the solution – in an interesting way. Which I support, because in many cases the problems are the same, apart from maybe some individual tweaks.
But it did cross my mind… Do you see this “consultative selling” approach, impacting on how copy can be effective? Given the quote that advertising is “salesmanship in print”?
There is an entire industry based on taking things that have been around for years, or in this case I would imagine since we lived in caves, giving them fancy names and selling them to suckers.
Caveman to caveman: “Do you need dinosaur steak, going cheap? I will exchange for three good spears.”
Millennium or two later: “If you have a dollar and you have a corn, give me your dollar and I’ll get rid of your corn. Or you can kep your dollar and keep your corn.”
Fancy words make insecure mugs feel they’re doing something important. They’re not.
Let you in on a little secret… Whenever I sit down to do some copy and edit (quite a few times) afterward, I always hear your voice in my head saying “Where’s the benefit? Put the benefit right at the top! Where’s your proof? Where are your testimonials? If you’re trying to be funny, don’t! Ask for a response at least 3 times!” etc etc.
Really glad I joined AskDrayton, and your videos have drilled your advice and you into my head, haha!
Nothing less than useful. Excellent teaching.
John
Nice having the subtitles Drayton , I can now watch in silence not to wake my husband in bed early morning : ) . First lesson to do in the mornings : work on your marketing by learning how to write great copy !! Good lesson learnt here .
Really found this useful. Great use of examples from one medium to illustrate rules, tips and advice which applies to the much wider art of copywriting. I’ll certainly be taking more notice of magazines and ads inside them.
Hello Drayton
Sales theories (and maybe actual sales, I don’t know) have changed over the years.
The latest is called “Consultative Selling.”
From what I can make out, you go and find out what the problem is before offering a solution. And it is a two-way dialogue, not a one-way rant (as your friend Andy Bounds puts it).
But in copy, we are presuming we know the problem already. We present a problem, and then give the solution – in an interesting way. Which I support, because in many cases the problems are the same, apart from maybe some individual tweaks.
But it did cross my mind… Do you see this “consultative selling” approach, impacting on how copy can be effective? Given the quote that advertising is “salesmanship in print”?
What do you think?
I look forward to finding out how wrong I am.
Jason
There is an entire industry based on taking things that have been around for years, or in this case I would imagine since we lived in caves, giving them fancy names and selling them to suckers.
Caveman to caveman: “Do you need dinosaur steak, going cheap? I will exchange for three good spears.”
Millennium or two later: “If you have a dollar and you have a corn, give me your dollar and I’ll get rid of your corn. Or you can kep your dollar and keep your corn.”
Fancy words make insecure mugs feel they’re doing something important. They’re not.
Great video, Drayton!
Let you in on a little secret… Whenever I sit down to do some copy and edit (quite a few times) afterward, I always hear your voice in my head saying “Where’s the benefit? Put the benefit right at the top! Where’s your proof? Where are your testimonials? If you’re trying to be funny, don’t! Ask for a response at least 3 times!” etc etc.
Really glad I joined AskDrayton, and your videos have drilled your advice and you into my head, haha!