Copywriting & Keywords Question 4 Gordon...

Gordon,

Hope all is well with you, SOWPub and family.

Would you mind me asking a few questions of you on Copywriting?

Do you find any significant differences in copywriting for 1. web page copy, 2. mailorder space advertisements/circulars and 3. direct mail response packages? Could one safely use Keyword search info in identifying niches and appropriate keywords and successfully apply them to an offline, direct mail or mailorder campaign?

The goal is to create copy that could be successful in all the combined marketing media. I know testing is also going to be important. But can a successful online test and its results be applied offline? And what are the things [if any] to look out for? Are there any real differences in terms of copywriting and the AIDA formula for these media?

I see many sources especially the so called Guru's that mention copy must be this way for this particular market... Would you mind clearing up the air on this controversy? Thank you for your honest insight on the matter.

donsonic

[GordonJ]

Originally Posted by donsonic

Gordon,

Hope all is well with you, SOWPub and family.

Would you mind me asking a few questions of you on Copywriting?

Do you find any significant differences in copywriting for 1. web page copy, 2. mailorder space advertisements/circulars and 3. direct mail response packages? Could one safely use Keyword search info in identifying niches and appropriate keywords and successfully apply them to an offline, direct mail or mailorder campaign?

The goal is to create copy that could be successful in all the combined marketing media. I know testing is also going to be important. But can a successful online test and its results be applied offline? And what are the things [if any] to look out for? Are there any real differences in terms of copywriting and the AIDA formula for these media?

I see many sources especially the so called Guru's that mention copy must be this way for this particular market... Would you mind clearing up the air on this controversy? Thank you for your honest insight on the matter.

donsonic

donsonic,

I doubt if I can "clear up the air" regarding this topic. the so-called Gurus know what they know, and I don't know what that is. However, I can speak from what experience I do have.

First, I'm not sure what the point would be to: " create copy that could be successful in all the combined marketing media."

The "media" probably determines what eyeballs see the promotion, and that determines what copy is put before them. So, I'll address your questions with my best guess, fair enough?

Do you find any significant differences in copywriting for 1. web page copy, 2. mailorder space advertisements/circulars and 3. direct mail response packages?

I do. I see extemely significant differences in the copywriting for web pages vs. mailorder space advertisments (I'm not sure what is meant by a circular) and direct mail response packages.

Online, you have unlimited space, you can tell a more complete story about your product, which is why so many of the "gurus" tell you to write long copy. A newspaper or magazine makes you pay for every inch of space you use, so your message has to be tighter, targeted and terrific.

Direct mail gives you the option of creating a very long message, like a magalog even, or a many page letter. But it has the advantage of being able to reach a very specific target.

The secret of online is traffic, where it comes from and how it lands on your sales message. Three general types of traffic online; referred, ads and search engine. Each has it's own copy needs, but if the TARGET is right for your message, it probably doesn't matter, but testing would show which way would be cost effective.

Could one safely use Keyword search info in identifying niches and appropriate keywords and successfully apply them to an offline, direct mail or mailorder campaign?

Not sure I understand this question. I think has always been done. Keywords will help you identify a niche and you can successfuly "apply" them to your campaign. The difference is that ONLINE, you find the targets by using these keywords, offline, in a direct mail or other direct response type of campaign, you have to find them. That is why list management is so critical to direct mail and why response management is essential to any space ads (which I'm assuming you mean by "mailorder campaign").

If, perhaps, you give some specific examples, then, perhaps, I can provide a more detailed answer based upon my own experience.


But can a successful online test and its results be applied offline?

I would guess it depends on the market and the product. If it is a success online, then there is DEMAND, which may indicate there is demand offline too, but not always, especially if it involves software or computer related or techno stuff. I'd look for LISTS of buyers of similar products offline and look at the promotions that sold them that stuff to see if would "translate".

And what are the things [if any] to look out for?

I don't know. I look for DEMAND. For a large enough universe of people with money who WANT what I have to offer. Then media, how do I get my sales message in front of them.

Are there any real differences in terms of copywriting and the AIDA formula for these media?

Again, based upon my experiences, there are very real and measurable differences in terms of copywriting and the AIDA (by the way, mine is AIDCAS) Attention, Interest, Desire, Conclusion, Action and Satisfaction.

Bottom line for any copy: the message has to match the TARGET, and the media may or may not determine where to find the target.

I'd want to know as much about the person who is finding the promotion as I can. With direct mail, you know a lot before you send them anything.

In target specific magazines, (GOLF for example) I can make a copy assumption that the reader has an interest in golf, and perhaps in one of the dozens of sub niches that golf offers.

Online, I'd want to know the source of the traffic, how the person found the web site, that would probably determine the type and length of copy.

Does any of it crossover? Maybe. Probably does, since the "keywords" may be what resonates, in Golf it would be "longer drive". And I've seen that "keyword" in direct mail, space ads and in TV and Web site copy.

Now you've got one opinion anyhow.

Gordon

Gordon,

Thank you for your reply!

As always, I appreciate your experience and brutally honest insight. This gives me a good foundation in preparing copy for the different media. I am going to test market an information product; and go step by step into the web, print ads and direct mail space. Just wondering if there are any links or similarities in preparing copy for/across that media.

And on the keyword issue that may have been unclear... can you apply and use keywords from your web research in your print ad, mailorder or DM campaigns?

Have a Happy 4th of July, Independence Day 2009.

donsonic

[GordonJ]

Originally Posted by donsonic

Gordon,

Thank you for your reply!

As always, I appreciate your experience and brutally honest insight. This gives me a good foundation in preparing copy for the different media. I am going to test market an information product; and go step by step into the web, print ads and direct mail space. Just wondering if there are any links or similarities in preparing copy for/across that media.

And on the keyword issue that may have been unclear... can you apply and use keywords from your web research in your print ad, mailorder or DM campaigns?

Have a Happy 4th of July, Independence Day 2009.

donsonic

donsonic,

Correct me if I'm wrong. You have an information product of some sort. You plan on selling this IP on the web. Will it be a download only product? OR Will it be something you have to send to them? (Audio, DVD, CD, Paper and Ink).

You plan on using Space ads, which are print ads but not direct mail ads? You are planning, if I understand it, to use DIRECT RESPONSE ads in print media; newspapers and magazines and newsletters, right?

You will NOT be sending out direct mail pieces that land in someone's mailbox, correct?

The preparation of the ad is dependent on the media. Are there similarities? I would assume you have to push the same "hot" buttons for each reader, so, I guess, yes you can create an ad from a "group" of keywords you've found to be niche specific on the Internet.

Other than using KEYWORDS, like in my golf example, I don't know any other way to use them in print. I'm probably not helping you at this point.

I think that if your information is topical, if the target market is tuned in, and you test that it is able to be sold, then I think you can take those lessons with you into whatever copy you are going to be writing for your market.

I have a golf product, Think And Reach Par. It is an audio program about to go back to book form. So, knowing golf like I do, my keywords would start with "longer drives, more distance, add yards", etc. Because people buy information products about those subjects more than they buy just general golf advice, like how to swing a club.

So my web site will emphasize (in the headline) longer drives.
My print ads will also use those keywords in the headline, could be identical to the web site, and the copy could be identical too.

My direct mail will be targeted toward people who have recently purchased golf information regarding longer drives and/or lower scores. And my envelope teaser, if I use any, will be about longer drives.

When the time comes, I'll proably use a Google Ads campaign and ask for specific golf web sites to post my ads on. And, online, I'll have a squeeze page (capture their email) with a special report, all delivered via autoresponder, and each with a sales "pitch" for the book.

So the entire web campaign IS keyword oriented. The direct response newspaper ads will have those "key words" also and the direct mail piece will also use the same keywords as the web site.

Since my product will be physically delivered, because I want their mailing addresses, it may vary if it were to be a digital download.

But when I sit down to write the copy for any of the media, I'll pull out my PictoGrigm of Persuasion, isolate my TARGET in his/her bubble of preoccupation and write according to where my promotion is going to intersect on their TRACK...and that will determine IF I can use the same copy for all the media, or if I have to adjust it to a specific medium.

Good luck with your information product. Let us know when it is ready to buy, you'll get a few fast start sales right here at SowPub.

Gordon

Gordon,

Your reply is full of constructive, profitable and immediately usable information. My goals for the project are to:

a.) Include both worlds of a Downloadable file (and) a Physical product/printed home study course for customers who would like this option. (Product Format)

b.) Provide best possible pricing, value and THUD factor for a great improvement in over physically DL products. (Product Offer)

c.) I find that I'm printing tons of eBooks and PDF files these days as reading off the screen just doesn't stick or stay in my mind as long as printed materials. I've been online since 1996 and feel that printed hardcopy works best for me. (Will also ask customers what they prefer)

d.) Start marketing on the web as it's the lowest cost, and can target markets using keywords, JV's, Ezine and Email lists. Then upgrade to space ads, mailorder and direct mail.

Working on/out details in content, sales letter and offer. Organizing and bringing all the various parts of product, packaging, promotion to work effectively and efficiently together.

Will pm you with details and info once its ready for review.

Thank you for the opportunity to offer the program here at SOWPub when its ready for purchase. I will stay in touch. It's an awesome forum and close-knit community we have here at SOWPub!

Have a Happy 4th of July 2009...

donsonic

Gordon,

And what are the things [if any] to look out for?

I don't know. I look for DEMAND. For a large enough universe of people with money who WANT what I have to offer. Then media, how do I get my sales message in front of them.

People get all focused on the sales piece, when they need to focus on who the buyers are and how to reach A LOT of them.

Back in the late 90s, I had written a sales piece and had a hunch on a list that might be productive. I'd tried direct mail several times before and always lost money.

My hunch was right. The mailing produced 2 1/2% orders, which was wildly profitable. The list had 130,000 names, which meant we had a lot of people to roll out to, for the size promotion we were doing.

I mailed that same package to that same list - profitably - 7 times over the next 3 years. During that time, I tested 60 other lists. Most were small (5,000 names or so), and there would have been no roll-out after a successful test. But that didn't really matter, because of 60 tests, 60 were unsuccessful. Oh, maybe 4 or 5 broke even, so we picked up a few names.

It's a lesson I'll never forget. Finding that market where the DEMAND is is WAY more important than brainstorming your sales piece in minute detail.

Richard Dennis

Gordon & Richard,

Thank you for sharing your knowledge!
I have (and) am learning a great deal here on SOWPub.
Best Wishes,

donsonic