AUGUST 2008
Greetings & Salutations:
The late, great P.T. Barnum once said ...
"The great secret of success in anything is to get
a hearing. Half the object is gained when the audience
is assembled."
Understandably, most of the marketing gurus focus their
efforts on teaching you how to "get a hearing" ...
how to write dynamite headlines ... how to use "bullets"
... how to use envelope "teasers" ... how to grab the
reader's Attention, spark their Interest, flame their Desire,
and ask for Action. But ...
They seem to overlook the fact that they are directing 100%
of your effort toward only half the requisite formula.
Because ... as P.T. Barnum said ...
"Half the object is gained when the audience
is assembled."
When the marketing gurus finally ... if ever ... hit
upon the subject of "assembling an audience," they
focus on mailing-list selection, demographic profiling, and lead
generation. They either forget, or don't realize, that
fully half the purpose of the ad-copy is to "assemble an
audience."
Mailing-list selection, demographic profiling, and lead generation
... although easily confused with "assembling an audience"
... are really more in the realm of "defining" an audience.
Once an "audience" has been "defined," it
still has to be "assembled" in order for your message
to "get a hearing."
Actually, I think the marketing gurus really know about assembling
an audience ... other than the mechanics of "defining"
the possible customers ... but, it really is a rather difficult
concept to teach. -- So, let me use an easier example to explain
what I mean by "assembling an audience."
Here are three headlines for a "sales letter" about
an up-coming Elvis concert ...
Attention: Rock & Roll Fans!
Attention: ELVIS Fans!
ELVIS!! Live! In Concert!
It would appear that all three of those headlines would get
Attention - but, which one of them would do the most to "assemble
an audience."
Let's take a closer look ...
Attention: Rock & Roll Fans! -- "includes"
everyone who considers themselves a "Rock & Roll Fan"
- but - it "excludes" everyone and anyone who doesn't
consider themselves a "fan."
The headline "defines" a general audience.
Attention-getting - but - whose attention?
Attention: ELVIS Fans! -- "includes"
only those who consider themselves to be "fans" of
Elvis - but - it "excludes" anyone who really isn't
a "fan."
The headline, again, "defines" an audience - but
- this time it is only a very small segment of the potential
audience.
Beyond that, both of those headlines might well turn-off some
of its intended audience. -- Those people who might just enjoy
some of the Rock & Roll music ... or some of Elvis' hits
... but, subconsciously, they don't want to label themselves,
or be labeled, "fans."
ELVIS!! Live! In Concert! -- not only "includes"
Rock & Roll Fans and Elvis Fans, it "includes"
those people who have only heard about Elvis ... people who enjoy
seeing any performer or entertainer "live" ... people
who enjoy going to concerts (of any kind) ... and people
who like to socialize by attending public events - but - it would
"exclude" only those who didn't share any of the above
mentioned attributes.
The headline is "inclusive" enough to attract the
attention of a huge audience ... with varying reasons to be interested
... and only "excludes" those who wouldn't be interested
for any reason.
By the way, nobody in the entertainment field would write
a "sales letter" to invite people to a live concert.
(Besides, Elvis has left the building.) -- I just used it as
an example, in order for you to more easily understand the concept
of "assembling an audience."
When I sit-down ... or stand-up, for that matter ... to write
ad-copy for any kind of product or service, the first thing I
do is "define" the audience from which my customers
will come.
Sometimes, I use the "definition" of my chosen audience
as the premise for my headline, bullets, and body-copy to "exclude"
everyone else. -- Like a couple years ago, when I wrote an ad
for an Air Purifier used in trucks, I used the headline, "Truck
Drivers Stink!" -- Since the product was "specifically"
being sold to Truck Drivers, I purposely "excluded"
everyone else.
Other times, I use the "definition" of my chosen
audience to "include" everyone who might have
even the slightest interest in the product or service ...
"excluding" only those who would have little or no
interest at all. -- Like the lead-line I used for over 11 years
to sell subscriptions to our "WorldWide Business Exchange"
business opportunities newsletter, "If you have a few
minutes, I'd like to tell you how I became a millionaire ...
maybe it will help you in your business." -- Using
that lead-line "includes" anyone, and everyone, engaged
in a business of their own ... and those people who might want
to be.
Then again, I might use a "non-defining" headline
that allows my audience to "define" itself ... like
my "Self-Liquidating (Arbitrage) Loans" --
... when I know there is an audience but I can't "define"
that audience specifically. -- I simply let them "define"
themselves.
Which ever method I use, my purpose is to "assemble an
audience" ... an audience who will, hopefully,
include enough people who will applaud my performance ... send
money ... to make my efforts profitable.
By the way, the "Truck Drivers Stink!" ad
got a lot of comments ... good and bad, positive and negative
... but it didn't make any money because the product was over-priced
(a point I brought to my client's attention before I wrote the
ad).
So - no matter what the marketing gurus might tell you
- remember ...
Before your message can "get a hearing"
it must FIRST "assemble an audience."
As I have said, over and over, "Ad-copywriting is more
art than science." -- That's why all of us old masters
are right ... and all of us are wrong.
Turn an "old" product into a "new"
product.
Make it "new," by changing its design, improving
its quality, or adapting its uses. -- Then, it might be "revolutionary."
Back when I was in the Women's Wig Business, many of our customers
had complained about the effects of static electricity on synthetic-fiber
wigs. -- Since the synthetic-fiber used to make wigs is
only slightly different from nylon, the "hair" on the
wigs would collect static electricity and either stand out in
an uncontrollable frizz, or attract dust, bits of paper, and
other light debris from the air.
When I received the first flyer offering "Anti-Static
Wig Spray," I called and ordered a case ... even though
no one in the industry had ever heard of the company offering
this "revolutionary" new product. -- Later, talking
with the "inventor," I learned that his wife
had told him about the static electricity problem she was having
with her wigs.
At first, he had tried to find a way to "ground"
the wigs, so they wouldn't collect static electricity. -- That
didn't work. -- Then, he noticed a can of an anti-cling spray
... used to eliminate static-cling from clothing ... on the shelf
at the store. He took it home and sprayed it on his wife's
wigs. Voila ... no more static electricity problems.
So, he contacted the manufacturer and had the anti-cling
product private labeled as "Anti-Static Wig Spray."
The rest is history. He made his fortune before everyone
else in the business discovered anti-cling spray, and began having
it private labeled to reduce static electricity on synthetic-fiber
wigs.
By the way, his "Anti-Static Wig Spray" ... in the
same can as the anti-cling product but with his label ... sold
for almost four times the price of the same product sold to eliminate
static-cling from clothing.
Not a new product - but - a "new" idea.
Can you stump the old master? --
Betcha can't!
Over the past 50 years (man and boy), I have made bundles
of money in direct selling, service contracting, wholesale merchandising,
entertainment (I was a professional Trumpet player, vocalist
& Radio Announcer), freight forwarding, import/export, retail
merchandising, warehousing, real estate, electronics manufacturing,
finder's fees, closeout merchandising, financial brokerage, business
consulting, steel fabrication, gold and coal mining, offshore
banking, mailorder, writing, and publishing. -- That being the
case ...
No matter what business you're in ... whether you're just
starting, well on your way, or at the top of the heap ... I've
probably been where you are, done what you are doing. -- So ...
Anytime you have a question about 'how' to do something in
your business - or - if you have any comments about anything
I've said in issues of this e-Letter; or if you want to add your
2 cents worth ... just "ask" me or "tell"
me.
Send your Questions, Comments or 2 Cents Worth
to ...
with "Question" - "Comment"
- or, "2 Cents Worth" in the SUBJECT.
If I, personally, don't have an answer to any question you
may ask, I will contact some of the professionals in your field
of endeavor (I will probably know one or more personally) to
get the real 'skinny' for you.
Note: If you want to ask a question anonymously
just tell me so when you send in the question. -- Nobody but
you and I will know who asked the question.
Copyright - 2008, J.F. (Jim) Straw. All rights reserved.