June 12th, 2008 by Bob Bly
I received a mailing today promoting a stock newsletter.
In big, bold type, the headline on the outer envelope reads:
Inside: Three stocks set to quadruple in price in the next 12 months.
Now, if you are a new copywriter … or new to financial subscription promotion … you might think this is a good headline.
But to anyone with experience, it’s fairly lame.
Yes, it makes a big promise.
The problem is, I — and everyone else on the mailing lists used in financial direct mail — have read this headline (or others nearly identical) about a zillion times before.
The lack of originality robs it of impact — and reminds us that it’s a pure sales pitch.
You can’t know this unless you are an active writer or reader of financial DM.
That’s why you need to be on as many mailing lists as you can — online and offline — and read all the print and Internet promotions that come your way.
Not only does this give you ideas and show you what’s working.
But it also educates you on what has been done to the death — and should be avoided in your own work.
Doctors, engineers, and scientists keep up with the latest developments and current activity in their respective fields.
Copywriters and marketers must, too.
So … how would YOU rate “Three stock set to quadruple in price in the next 12 months” as a headline — good, bad, or terrible?
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