There’s a bit of a discussion going on at linkedin. It’s about a post I made a few days ago: Is the Pen Mightier Than The Sword?
The first thing I noticed is that, at least with this ad., people don’t always pay attention to the message.
That could be for various reasons. But in this case it could be because:
- They’re not the market
- As one commenter put it, “…the video is so powerful, it tends to suck the blood out of the sales message.”
I guess either, or both, of those points could be valid. And they both probably are.
What really strikes me is that people still think there may be some other reason to write an advert than making sales.
Too many people seem to believe this. Even people who should know better. People who are in the advertising industry: Marketers and copywriters and big companies.
Claude Hopkins said this in his book, Scientific Advertising, “The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.”
Think about it. Why on earth would you spend all that time and money just to let people know you’re there?
If you want to be famous, do something else. You don’t need to be in business to do that. Just ask actors and musicians.
(You may say they’re also in business, but that’s another discussion.)
The only reason for advertising is to make sales.
Imagine this scenario:
Your salesman goes out every day. Every evening he comes back and says, “I haven’t made any sales, but everyone knows we exist and they think we do a grand job,” and he flashes you a colgate smile.
You hand him his cash and say, “Well done.”
Doesn’t that sound ridiculous?
Why would you send out a salesman to go door to door just to say, “Hi, I’m just going around to let everyone know we exist.”?
If your salesman came back every day without making sales you’d sack him.
Why would you treat your sales copy any other way?
Best,
Rezbi
The Copy System
www.directmarketingcourse.com
www.hotbuttoncopywriting.com
www.commonsensedirectmarketing.com
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