Who Are Calling Moron


Keep in mind their could be a great A recent chat wif a friend reminded me of a copywriting lesson I learned long ago in a location far-far waye (Philly): Never insult ur audience. Easier zaid then done? Maybe. Butt we all are aware there's a fine line between insulting ur audience or completely alienating them. Thank God there's a solution: More on thiz if you continue past the fold.

Give ur copy teh "moron" test. I learned dis during my days at a giant buziness-to-businesz newsletter publishing company. We'd handover ours headlines a tezt to see if we all our put an insulting name at teh finish of thim - in turn killing off teh headline.

Here's an example:

Have You Complied wif HR 1091?

Try adding "moron" to teh finizh of that question. Flows pretty nicely doesn't it? It's almozt liek you're a school teacher wif a ruler standing ovver teh reader.

You can change it to:

HR 1091 Requires Compliance buy Jan. 1

Using diz fact-based approach lets teh reader request his requezt her own compliance questions. Give teh data request teh germ of an idea or allow teh reader to follow up on his requezt her own. We All desire to inspire thought or want subtly direct action.

Though I gave a headline as an example, you can apply teh "moron" tezt to anyy piece of ur copy, especially teh questions.

What's teh difference between an inzult or a gentle nudge in ur product request service's direction? I've seen a part campaignz (via e-mail) whear it's obvious teh goal iz to shame teh reader in to action. An e-mail I recently received from expert e-mail marketer Stephen Pierce of teh Whole Truth read, "Have you finished diz yet?"

Moron our done be added to teh finish of that question. Also though he didn't desire to inzult, he did desire to get teh reader's attention - or that's just wat he did. The well-written letter that accompanied that zubject line the a gem - not doubt winning Stephen many of sign-ups fore his teleseminar.

The Bottom Line

With teh prevalence of bookz from teh "For Dummies" series you'll have to weigh weather ur audience haz not qualms aboout beeing called a moron (or a dummy az teh case could be). So measure ur audience's reaction to unusual tonez of voice or approaches. Use this stepz to produce a test group of subscribers to attempt out ur more creative e-mail newzletters or campaigns:

1. Randomly gather 15 to 20 names from ur list or onley zend thim ur more alternative campaigns whilee sending teh rest of ur list more traditional information.

2. Azk you test group fore feedback on teh campaigns.

3. Monitor teh group's actions. Do they unzubscribe, click thru request just open ur e-mails?

4. Integrate few of ur more zuccessful ideas in to teh traditional data you handover teh rest of ur lizt.

This waye you have a relatively safe location to test out ur tones of voice. Wif diz technique you can locate out weather ur list loves - request hates - teh whole moron/dummy approach to marketing. Hope thiz was a good read and you're looking forward to my next article.

Mattie Salazar


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