Words of Copywriting Wisdom …
Private Conversations with Your Prospect
I was looking through the Monthly Copywriting Genius archives the other day and came across this quote from Master Copywriter, Jeff Laurie. Jeff is the genius behind Easton Press’s blockbuster promo for their Classic Books.
“ … keep in mind that direct marketing is a reading experience and a reading experience is a very private experience. You can propose benefits or talk about problems that people wouldn’t necessarily talk about if you were in conversation with them. You can talk about things such as personal deficits or address competitive instincts like making your lawn the best lawn in the neighborhood. You can talk about things that people would never admit … you can talk very intimately and address these deep needs in a direct mail letter in a way you can’t do probably in any other sales medium.”
I like the way Jeff expresses this idea. A sales letter gives you a very special medium to have a conversation with your prospect that he wants to have … but may not be comfortable having “face-to-face.”
Which leads me to an important question – just how long should that “conversation” be?
To get the answer we went to the expert himself …