Although I am looking forward to the new Macca album, Memory Almost Full, I am worried that many have taken his work as his best, and I think this a huge mistake.
He taught me a number of things about how to write great copy. More...
Copy Mistake Number One: Paul Got By OK, So Can I
Paul went from Rocky Raccoon to a series of solo records and hit singles. Life was well for Paul. He thought, I can be cute and still sell millions of records". This was his big mistake. In reading Claude Hopkins book, Scientific Advertising, Claude states that their is no room in copy for being funny, cute or clever. Money is a serious business.
Paul thought that he could be cute, but being cute does not sell records, at least when it comes to having song after song about Uncle Albert.
Making your customers laugh does not equal your customers giving you money. They want to know what is in it for them.
Mistake Number Two: Paul Thought He Knew His Customer Base
If you have a large enough list, your copy might convert a few people. This is natural and normal. So, you may be like Paul, thinking youv'e got a hit record, or in your case, a hit product, a hit website, etc. You'd be dead wrong.
See, Paul sacrificed great melodies, tons of cash, and a raving fan base all for the sake of being smart, clever and cute. He didn't really give his customers what they wanted. He gave them the leftover stories and melodies. Chances are, your headlines and body copy are doing the same thing as Paul did.
"The Best Prices in Town", "Memorial Day Sale", etc. Are these your headlines and bullet points? What if you wrote:
" 85% Lower Prices Than Any Other Shoe Store in Tampa"
"70% Of Our Customers Come Back Again and Again. Why? Because They Say We Treat Them Like Our Best Friend"
- Isn't that better than, "The Best Customer Service"?
Yes, it is. Don't make the same mistakes as Paul did.
About the Author
Who Is Chiles Design?
Chiles Design focuses on getting your business specific, measurable results from advertising ad campaigns, copy writing, and graphic design. Using these three mediums together, Chiles Design accomplishes one thing: Creative more money from your advertising, and eliminates the guesswork on whether or not you are actually making money from that ad in the paper or the commercial you did, or the radio spot.
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