Every heard of ‘reason-why’ copy? I first came across it in Drayton Bird’s book, Common Sense Direct Marketing.
It’s mentioned in every good book about copywriting, and I just took it as gospel that it worked. But it wasn’t until I started applying it online that I saw just how powerful it is.
Before I give you two examples, let’s just be clear on what ‘reason-why’ copy is. It’s pretty much what is says on the tin: you tell your prospects why you’re doing something. It’s that simple.
In fact, it’s so simple, too many folk over look it (just like the other ideas I’ve shared).
Now back to those examples.
One client’s business always goes quiet over after Easter. (I have no idea why. But it does.)
So any fool can see that’s a good time to run an offer. But how did you position it?
I suggested we say that it’s a quiet time of year, so we have an offer. My client thought I was mad. But fortunately he’s a smart chap, so we ran the mailing.
He did a month’s worth of sales in six days.
Here’s the mail we sent.
“Easter has been and gone – and it’s left good news and bad news.
The bad news (for me) is that it’s a very quiet time of year.
The good news (for you), is I’m knocking $100 off a stool test and consultation until Tuesday 6th.
So if you’ve been mulling over a stool test – now really is the time to act.
To get the discount page, just follow this link – you won’t find the discount page any other way.
Don’t forget though – I’ll pull this link midnight, on the 6th.
Best
Dave.”
Yes – you read that right. He really does sell stool tests.
Now here’s an example I had nothing to do with whatsoever. But I saw it, and I thought, I wonder if they know how smart they are being?
It’s a great ad. Most people would be scratching their head forever and a day, faced with the prospect of selling tarmac in the small ads.
If I’m still making sense, give Drayton’s online club a whirl.
Of course, I’m biased, but you won’t regret it.
Best
Al