My friend and teacher Gary Bencivenga is a direct response copywriter acknowledged by leading A-list copywriters and direct marketing companies as ‘the best of the best’.
This is because he has consistently produced more sales than any other copywriter he’s ever been tested against.
Here’s what he says about the state of marketing today:
“Almost all copywriters and marketers today are using the same old-fashioned techniques. But the world has changed, and the consumers you’re trying to influence have grown increasingly immune to these conventional headlines and approaches…..This is why most direct marketers are seeing their response rates decline every year”
My way of putting this is we live in a ‘Blizzard Economy’. Our potential customers are lost in the ‘blizzard’ of the 3000 or more marketing messages we send them each day.
For this reason they’re almost forced to ‘defend themselves’ from being overwhelmed by our advertising! They shake out the advertising inserts in the weekend papers, delete your carefully crafted emails with a trigger happy finger and hang up on telemarketers with wild abandon.
The big question then is as marketers that sell info products and seminars etc.
Is: “How do we be like a ‘light shining through the blizzard’ so we can take people down the path to being our customer?
The Answer lies in “Chameleon Marketing”…
“Chameleon Marketing” is when we make our marketing messages look like valuable content – so that it doesn’t look like advertising. Readership studies show that when we do this we get up to 500% more readership for our advertising. This directly relates into sales. For example:
- When you disguise direct mail sales letters as a magazine (a ‘magalog’) peppered with valuable, never before revealed, content you will consistently get more sales – up to a 133% or more increase.
- In a “Space Ad” (an ad in a magazine) an advertisement ‘disguised’ as editorial will get up to 4 times the response of one which just looks like another ‘me too’ ad. For example an ad for Merrill Lynch disguised as an editorial got a whopping 10,000 responses to 1 full page ad.
- When marketing online if you design sales pages to look like ‘special reports’ or “video presentations’ scientific direct response split tests show you can increase sales by as much 300%.
The second crucial element to Chameleon Marketing is to ensure you lead with valuable content in your advertising to engage your potential customer.
In other words in your sales pages, emails, advertisements, WebPages etc. shower them with fresh tips, hints and fascinating useful facts they’ve never heard before.
This ‘value laden approach’ combined with the awesome power of ‘Chameleon Marketing’ will ensure your potential customer is almost ‘magnetically compelled’ to read and respond to your sales message.
For that reason if you can combine these two powerhouse principles into your advertising then you’re likely to see your sales soar like never before.
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