Differentiation: The Key to Effective Copy
Your house needs painting. The south and west sides are especially faded, and the HOA has sent you a notice saying you have 60 days to get your house re-painted. Nobody has recommended a house painter to you, so you’re on the look-out.
One day you walk to your mailbox and find inside a letter advertising a house-painting service.
The story and the appeal seem decent enough. It’s a family run business. They take pride in their work. And if you call by a certain date you’ll save 15%. Plus, they use paint sprayers, which is faster and slightly more affordable. There’s a number to call.
Not a bad offer, but not especially compelling either. You think about calling, but you get interrupted and you forget to come back to it.
Then, a few days later, you find another letter in your mailbox once again advertising house-painting services. You eagerly read the letter because with each passing day you’re feeling more urgency to just hire somebody.
Unfortunately, you become even more confused. This is a family run business, too! They also say they take pride in their work. They use paint sprayers… and, wouldn’t you know it… they’re offering a 15% discount.
Same story, different day. The only significant differences you notice are that the letters are printed on different colored paper; there are different logos; and of course different phone numbers. You still don’t really know who to call. With the information you’ve got, you may as well flip a coin.
This imaginary scenario is unfortunately all too real for consumers all over the country. They’re ready to spend money — they just don’t know who to spend it with! And because so much advertising looks the same and sounds the same, consumers have a hard time deciding who to call.
Fortunately, there’s an easy way for you to instantly stand out, get noticed, and make the sale. It’s called differentiation.
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Categories: Advertising, Copywriting, Offers
[...] my headline sufficiently unique… or does it sound like all the other appeals in the [...]
by 42 Questions to Ask Yourself Once You’ve Finished Writing a Promotion on Aug 3, 2011 at 5:15 pm