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Old 25th July 2007, 01:35 AM   #1
Sudheendra
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Default Copy Or Product - What Makes The Difference?

For a long time, it has been debated whether sales copy
is more important or the offer.

You'd definitely agree that every product or offer needs good copy,
because people still need to be convinced to buy the product
no matter how good it originally is.

In contrast, if the product is good and the copy bad, you'll
make a few sales but fewer in number.

Add to this the power of compelling sales copy and you've got
a product that's gonna make record sales.

You're now making an offer too good to decline
with great copy, and obviously the resistance to sale with be less.

So eventually, it's the combination of good copy and great offer
that sells most.

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Old 25th July 2007, 08:01 AM   #2
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Welcome Sudheendra

Thanks for sharing.

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Old 12th August 2007, 08:15 AM   #3
James Schramko
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I believe profits are made more from the marketing of the thing than the thing itself. This is how snake oil sales people have survived to this day.

However:

You need to match your copy to the product offering....

If your copy is "too good" or better than the resultant product then your refunds will increase. This leads to unhappy clients and the end of your repeat business.

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Old 16th August 2007, 01:55 PM   #4
varybarry
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Consumer won't buy a great product if the copy for the product is horrible. They won't know it's a great product, because the poor copy will draw attention away from it's quality.

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Old 26th August 2007, 08:05 PM   #5
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In my experience you need good copy for the ad, to get the click through.

Once there, the visitor then wants information rather than a sales pitch. This is where you use your landing page copy to take them through all the options and explain the major benefits.

Once they're convinced they need to buy a product or service to solve their problem, you take them to the sales page where you explain in great detail all the benefits of the product or service, starting with the biggest ones.

Then ask for the sale, show them how, then offer a sweetner, then limit the time it's available and provide testimonials.

Then ask them to buy again, and show them.

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Old 26th August 2007, 08:44 PM   #6
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Good copy will definitely sell, but it won't keep selling if the product doesn't live up to the claims.

I've written some great copy at times. In one case I put an ad in the local papers that was so strong the typesetters at the paper came and bought before the paper hit the street the next day. These guys see that stuff all the time, so selling them must mean something.

And while the product sold like crazy for maybe a month, I was glad the manufacturer couldn't produce them any faster, because there was a real shoretage and I quit ordering. Just about the time they were coming back for refunds.....

Actually, I only had a few returned, but it was clear the bubble had burst and I was glad to have none left on hand.

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Old 26th August 2007, 11:19 PM   #7
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Quote:
Originally Posted by pete View Post
Good copy will definitely sell, but it won't keep selling if the product doesn't live up to the claims.
Well said Pete!

Quoting from a friend over at the Copywriters board discussing Seth Godin and Purple Cows...

Quote:
I'm shocked on how few entrepreneurs and product developers fail to grasp his message. They put together "white" cows or "black" cows but no "purple" cows. Then they hope and pray that hyped up copywriting can sell the product while the truth is that more time spent on developing the product and making sure there was "a free prize inside" (another Godin classic) there would be less need for pulling every copywriting string you had to pull in order to create sales.

Marketing starts with the product-- not with the copywriting.
Develop a product that serves a real need and you won't have to work so hard to "sell" people on why they should buy it.

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Old 27th August 2007, 09:41 AM   #8
natetarsha
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There are many who have gotten away with wrapping infectious copy around a horrible product.

So...often they get the sale, leaving the a unhappy and disgruntled customer - cutting off their chances for making a follow-up sale or to enjoy the benefits of word of mouth marketing. (Which is usually fine for them because their goal is to get the sale)

But then we see the opposite happening: some really great products and services out there fail because they were wrapped in horribly written copy.

So these great businesses are faced with soggy sales and some have to close their doors due to lack of sales.

So...the lesson, if you have an awe-inspiring product or service offering, don't cheat yourself by wrapping it into stale or mundane copy that produces little or no results.

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Old 26th September 2007, 12:26 PM   #9
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What's more, were dealing with smarter consumers nowadays. if they feel that the promise of the copy and the product doesn't match, its not hard to imagine that they will feel scammed, and cheated out of their money.

To think, if we try to market snake oil today with a very convincing copy, we'll fall flat on our face when consumers starts asking for medical studies and doctor approvals.

The copy brings attention to the product while ultimately, its the product that determines if we retain that patronage.

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Old 9th October 2007, 02:56 PM   #10
David Tandet
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Default Lovemarks Sell Stuff

What 's a Lovemark? It's the combination of trust and consumer loyalty that creates a bond between a product and consumer. Kevin Roberts coined the term a few years back, and it's the target a marketing writer should always have an eye on. Roberts knows about consumers: he's CEO of ad giant Saatchi & Saatchi.

If you love hang gliding, and you're convinced the service a website is promoting will leave you more time to pursue hang gliding, aren't you going to have positive feelings about that website's service? Picture an ad for new accounting software. One image shows a confused guy trying to prepare taxes while a bit of sunlight comes through his window. Now look at the other image of a hang glider soaring in front of a beautiful purple and gold sunset. From the caption, it's obvious the hang glider has had the benefit of the new X140 software.

When you're writing sales copy, keep one eye on your ideal consumer. Connect with him or her in a strong and sincere way. Make your Lovemark.

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