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Copy Writing - Word Of Mouth Or Words Of Trust by Albert Kelly
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Copy Writing - Word Of Mouth Or Words Of Trust |
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Education
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The most effective form of advertising is word of mouth from one excited customer to another. It works rather like the excited water molecules transferring heat inside a microwave oven! Creating social buzz is a very smart way to promote something new to a market. Whole trends can be set off to explode through a large human population. Fortunes can be made through the resulting fashions and trends. Most written ad copy, however, lacks this energy and requires a booster shot of adrenalin. Advertising on steroids then runs the risk of turning into pure hype. Using all manner of 'power words,' positive suggestion and commands, the marketer too often ends up over promising and simply presenting the reader with something that is 'unbelievable' or too good to be true. Then the copy writer tries to persuade the prospect with large numbers of testimonials to create the 'social proof' that normally flows with word of mouth. Finally, there is a promise of complete satisfaction with the product, or 'money back' so that all buying risk is reversed and carried on the seller's shoulders. These 'iron clad' guarantees have been proven to vastly increase sales, so something has been psychologically triggered by these sales tactics. Copy writers could chart an entirely different course. A psychological approach that respects the higher human emotional needs such as self esteem, pride, dignity and mastery has often been behind the classical, hugely successful sales letters. Writers like Robert Collier, Gary Bencivenga and Clayton Makepeace have been true masters of these higher appeals. Here's a revolution in copy writing. It will be known as 'words of trust.' It derives from the need of marketers to form lasting relationships of trust with their customers. Look at it rather like a marriage where written and implied contracts and agreements to perform are in place. Who in advertising would be truly satisfied with a one night stand, when the potential exists for getting the business of a lifetime customer? The value of a trusting relationship is immense! Examples of Words of Trust You will need to read and experience some words of trust, because they are not commonly found in sales letters, marketing materials or promotional emails in this age of hype and direct selling. You need more exposure to this emotional climate in which your higher needs are respected. Here are some direct examples: 1. "It's always been a pleasure having you as a subscriber. I've been quite privileged to extend these two things to you. I hope you make a lot of money online and really get ahead. Thank you." 2. "I promise you something. I won't abuse this privilege." 3. "Money will bring you personal freedom and emotional joy. It is important to me that you can enjoy these things that I value highly." 4. "Just enter your name and email address here so that we may continue the conversation." 5. "Give me twenty dollars and I'll show you how to save two hundred and fifty thousand dollars." Summary Modern advertising has been too aggressive and short sighted. While focusing on the immediate, one time gain, it has lost sight of the lifetime value of a good customer. A new approach called Words of Trust has been suggested here that respects the higher emotional levels of human nature. It is time to test a more trusting form of business relationship. buy essays online
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