Bob Bly Direct Response Copywriter Official Banner

Why Copy is Still King

October 14th, 2005 by Bob Bly

Semantics ? the language you use to describe your product and offer ? can make a huge difference in bottom-line results.

If that were not true, no car dealer would advertise ?pre-owned automobiles.? They would just sell used cars.

Another example: Collin Street Bakery, headquartered in Texas, was struggling to generate sales for its fruitcake.

The cakes are delicious. But ?fruitcake? has a negative image.

One of the reasons Collin Street fruitcakes taste so good is they are made with pecans grown on the Texas river banks.

So Collin Street Bakery repositioned their fruitcake, calling it a ?Native Texas Pecan Cake.?

The results: response rates to direct mail selling the cakes increased 60% ? and the promotion was so successful, the bakery mailed 12 million pieces of mail.

Share

This entry was posted on Friday, October 14th, 2005 at 6:22 am and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

89 responses about “Why Copy is Still King”

  1. Pam Gitta said:

    This is a fascinating subject to me. Connotations carry such weight in our world, and one word can definitely mean the difference between sinking and swimming. It sounds like the folks on Collin Street made a brilliant move.

  2. Steve Slaunwhite said:

    My favorite is from the credit card companies. They say “You’re pre-approved” in their direct mailings. Which means, of course, you’re NOT approved. Yet.

  3. TSMI\'s Trade Show Marketing Report said:
    Copy Is Still King. Long Live Fruitcake. And Bob Bly.
    I’ve mentioned several time on this blog my continuing offer to test a #10 envelope of my creation against whatever your best, most beautiful brochure is. If the response of my #10 doesn’t beat your brochure, you don’t pay me.

  4. Gravitational Marketing Blog said:
    Perception Is Reality
    It doesn’t surprise me that Bob Bly would post this entry with the subject – “Copy Is King.”The discussion here is a powerful one that I thought was very important to…

  5. Marketing eYe said:
    Selecting the Right Words
    …Like it or not, words make a huge difference in sales. A slight change of word can lead to a very unfair change in response rates…

  6. Nick said:

    Nice blog.I like this.
    Nick
    http://www.yahoo.com

  7. Andy Wibbels said:

    My favorite remains when they call Saturday Night Live reruns ‘encore presentation.’ Like it is so darned good we just have to repeat it.

  8. Phil Dunn said:

    The military has the best euphemisms and semantics-shifting language. War is a tough sell, so you see all kinds of re-purposing, like “police action,” “military advisors,” “covert action,” and “strategic defense.”

    You see the semantics game happening with terrorists, too. Do the terms “insurgenta,” “rebels,” and “militants” sound familiar?

  9. Ray Edwards said:

    Nail on the head, again, Bob. Some tidbits your readers might like to test in their own promotions: instead of “order form” try “acceptance form”; instead of “contract” try “letter of agreement”; instead of “buy now” (particularly on a direct response website) try “Click here to download yours”. All proven in tests to make a difference – just by changing the words slightly.

  10. Sean Woodruff said:

    So, why is it called ‘copy’ instead of ‘writing for sales’? I’d love to know the history of that.

  11. Gary Hennerberg said:

    Bob, I’m flattered that you have shared the story about Collin Street Bakery. As the writer who developed this highly successful package where we repositioned “fruitcake” to “Native Texas Pecan Cake,” this is truly a fascinating story. It took a journey with testing new packages, and conducting focus groups with prospective customers (who didn’t purchase “fruitcake”) to understand that people really don’t want to buy fruitcake. But it ultimately took imagination while hearing a simply story over lunch with my client about pecans and why Collin Street Bakery’s pecans are truly different than that of other bakers. It was weaved into an interesting, sales-oriented story that lifted response an astounding 60%. And this isn’t the first time I’ve had this type of success with the power of words. Unquestionably, copy is king.

  12. Gary Hennerberg said:

    After posting my response, I realized that I need to give credit to the design for this package. In my 28 years in this business, I’ve come to realize that “Creative is King.” The Collin Street Bakery success was also due, in great part, to the complete departure of the graphic treatment. My graphic design partner, Perry Steinhoff (vitalclarity.com), used a rustic woodgrain motif on the OE and brochure, picking up on “the old West” feel of Native Texas Pecan Cakes. The photography is beautiful. He increased the size of type on the brochure, to better accommodate the visual acuity of our target demographic (people age 60+). Additionally, we reworked the order form to an “Easy as 1-2-3” format, and allowed more space to write gift list names. Great copy, repositioning with the right words, plus great design are a powerful one-two punch in developing a sales-generating package.

  13. Robert said:

    Copy is King!
    No, Creative is King!

    Hmmm..

    Concept is king!

  14. xxx rated wb cartoons said:

    xxx rated wb cartoons

    xxx rated wb cartoons

  15. free membership black porn downloads said:

    free membership black porn downloads

    free membership black porn downloads

  16. Car Insurance » Blog Archive » Selecting the Right Words said:

    […] – From master copywriter Bob Bly’s blog […]

  17. rate best blowjob said:

    rate best blowjob

    rate best blowjob

  18. tafi shemale anime said:

    tafi shemale anime

    tafi shemale anime

  19. beyond reality 2 sex movie said:

    beyond reality 2 sex movie

    beyond reality 2 sex movie

  20. free clips gay pissing said:

    free clips gay pissing

    free clips gay pissing

  21. Trust Building (in its many forms) with Copy « Word Bang said:

    […] 1. Sheering away the beauty of language– the utility of words is this: a great page of really well-written web copy can be crammed with numerous closely related organic keyphrases. (Bob Bly has a short and sweet example of this in his post, Why Copy is Still King) […]

  22. ProCopywritingTactics said:

    I heard about this at length on the AWAI 2005 bootcamp audios. It was really a very interesting story and just goes to show how important positioning, copywriting and marketing is.

  23. smartallabout said:

    good https://www.smartallabout.com

  24. John Eric said:

    Clash of clans is one most popular game in which we love to play the game. https://apkmodule.com/clash-of-clans-mod-apk/ Download the free version and play your game as you want.

  25. Eric said:

    Almost everyone at some point wants to be in this situation with a chance to become the hero. As this concept is now very common, several game developers have developed the game based on this concept. https://apkwear.com/garena-free-fire-mod-apk/

  26. Sahil said:

    Although, there have been quiet few changes in this respect, too, but the main reason for the Pinoy ako online tambayan to be popular is its idea to air the shows in their delayed times. For example, the ABS-CBN primetime shows and Daytime shows are aired one or two days after their release. In this way, people who have a hectic schedule are free to stay busy and give their work the priority they deserve while they can view the show later on the Pinoy1tv channel.https://pinoychannelreplay.su/ That is the reason why the Pinoy channel has become famous and is still gaining popularity with its creativity and delayed shows.

  27. Faheem said:

    There has always been confusion regarding the position of the logo of the channel. At many times, the logo was viewed on the upper left corner while on several different occasions; the logo was viewed on the upper right corner. https://pinoynetworktambayan.su/ The confusion vanished in 2007 when it was decided that the final position to display the logo of Pinoy Tv will be upper right corner. Another keen point to note here is that in 2011, the channel created a brighter and better logo. This logo was welcomed more by the fans of Pinoy TV and Pinoy Lambingan.

  28. pinoytvlive.su said:

    We are very enjoyed for this blog. Its an informative topic. It help me very much to solve some problems. Its opportunity are so fantastic and working style so speedy.Thanks for sharing with us.
    pinoytvlive.su Full Episode

  29. Liza Soberano said:

    So, why is it called ‘copy’ instead of ‘writing for sales’? I’d love to know the history of that. Make It with You ABS CBN.

  30. Valurile Vietii said:

    Hello first time I visit your website. I open some posts and find quality of work, I also like your website layout. I have bookmark your website and again I will visit your website soon.
    Valurile Vietii

  31. Valurile Vietii said:

    Hi sir your article is very good and fine, i am thankfull for sharing keep it up
    Valurile Vietii

  32. Urdu Poetry said:

    Hi, yes this article is actually nice and I have learned lot of things from it regarding blogging.
    thanks. Stories for kids

  33. naatipinky said:

    Hello,I loaded parmalink. This enables SSH contact between the raspis
    naati pinky

  34. kahanhum said:

    Of course, you can do it all by hand first. This is the easiest and probably the solution that uses the least resources.
    Kahan Hum Kahan Tum

  35. Resurse Media said:

    At this time generating sales is more harder than now few year ago for example, maybe the year that come will be more better. Who knows. Regards.

  36. Media Online said:

    At this time generating sales is more harder than now few year ago for example, maybe the year that come will be more better. Who knows. Regards Resurse Media

  37. na said:

    Visit W3Schools

  38. prabin shrestha said:

    Hi, sir, your article is very good and fine, I am thankful for sharing keep it up. https://nepmod.com/dls-2020-mod-apk/

  39. Lumea ta Online said:

    I visit your blog regularly and recommend it to all of those who wanted to enhance their knowledge with ease. Emisiuni si Seriale TV Online

  40. Vyprvpn Apk App said:

    I visit this blog regularly and recommend it to all of my friends. Those who wanted to enhance their knowledge with ease

  41. Droidstash.com said:

    great blog to follow.

  42. John Deck said:

    Download the latest ffbe jp apk from the following link. You can get the best and free APK games and apps from here.

  43. apknature.com said:

    Nice post to read and enjoy!

  44. keith parker said:

    Meet people with common interesMeet people with common interests near you anywhere – browse what others are up to in the area world or create your own event! join me tonight

  45. jahanzaib Mumtaz said:

    Download the best apk games and apps from http://smartandroidfun.com/hulu-apk-2019/

  46. bearded dragon said:

    Nice post to share it you are really good

  47. PokemonMaster apk mod said:

    Download the best anime game. It is very interesting and I personally enjoyed a lot while playing.

  48. pinoy1channel said:

    watch Clicksud shows only on: http://www.pinoy1channel.com/, TVpenet shows, rulare shows, Romanian shows full hd episodes online for free.

  49. NFL Streams said:

    Thanks for sharing the files .I found a lot of interesting information here.

  50. Pandora One Music said:

    Download the best Pandora Music from https://pandoraoneapkmod.wordpress.com/2020/07/26/pandora-one-premium-mod-apk/

  51. john mick said:

    Seksualna snaga, izdržljivost i pouzdanost. Vrline su to kojima teži svaki muškarac, u trenucima kada svoje vještine dobije priliku potvrditi u praksi, za vrijeme spolnog odnosa. Kamagra Hrvatska </a je online ljekarna koja u tome definitivno može pomo?i. Uz proizvode vrhunske kvalitete kao što je Kamagra Gel Oral Jelly napokon možete biti mirni i uživati u ljubavnim igrama, na zadovoljstvo sebe i svoje ljepše polovice.

  52. Bigg Boss 14 said:

    Thanks for sharing the files .I found a lot of interesting information here.

  53. Publication Research In UK said:

    The fast submission process includes rapid Publication Research in UK that includes unique rapid process, inhouse peer review and 100% acceptance guarantee.

  54. John Thaper said:

    FILME TURCESTI ARTISTICE TRADUSE IN ROMANA. SERIALE TRADUSE BIOGRAFIA ACTORILOR VIDIOCLIPURI FOTOGRAFI.
    https://serialeonline.su

  55. rubina said:

    Cakes, flowers and gifts in best price and free midnight delivery available At cafizz

  56. Corwin said:

    ng to the law with documentation and all our Pug puppy and puppies are with registration AKC. As a family, we have loved, cared, breed, and lived with different kinds of puppies for over 10 years, quite an experience. We do not consider ourselves concerned with earning money. All our Pug puppies are raised at home in a family/friendly environment making our Pug puppies completely at ease with other pets.pugs for sale,pugs for sale near me,cheap pugs for sale,pug puppies for sale,pug puppies for sale near me.
    https://pugslandbreeder.company.com

  57. YoWhatsApp said:

    thanks for the amazing post…

  58. pinoy flix said:

    really amazing and interesting

    https://ofwpinoyflix.su/

  59. Ndure Shoes said:

    Shop from a wide range of accessories Leather belts online in Pakistan from Ndure Our range of accessories include Socks and Belts Shop best quality socks and belts from Ndure Socks and belts are available in wide range of colors and sizes for men, women and kids At Ndure, we have a fashion for every one of You.
    Buy online Latest fashion Athletic joggers pants Pakistan from Ndure. Fast Shipping.

  60. vivek sharmat said:

    check the hottest babe https://www.updatedcelebrities.com/aayushi-verma/

  61. vivek sharmat said:

    check the hottest babe https://www.updatedcelebrities.com/mirjam-cherie-fitness/

  62. pinoy tv said:

    amazing and really informative article you shared

  63. seran said:

    Seran is offering the best lawn dress design for women to make their collections fashionable. Seran fabrics are premium quality which make your outfit fancy.

  64. Saba Khan said:

    Here I am for the first time, and I found beneficial information. Very nice and well-explained article. Thanks for sharing!
    water softener
    and water Treatment company in Dubai UAE

  65. Cobalt Dreir said:

    cobalt octoate manufacturer are importers of cobalt octoate products devoted exclusively to advance materials in industrial bulk and laboratory/research quantities.

  66. Real Estate Agent In Long Island said:

    Long Island real estate agents work to increase the value of your home. List your homes for sale in long island on our website. We also provide rental services, so you may rent out your lovely homes.

  67. Ndure Shoes said:

    Grab high quality designer shoes from Ndure to style up this Summer, and enjoy quality shoes.

  68. william simon said:

    I am a professional web blogger so visit my website link is given below!To get more information
    Grids for Instagram Crack
    Capture One Pro Crack
    Glary Utilities Pro 5.188.0.217 Crack
    iPworks Cloud Storage Crack

  69. Alexpeter said:

    Our career coaches have decades of experience and have taken thousands of interviews across different industries – so you’ll be in AMAZINGGG hands for your Interview Tips

  70. shaypari said:

    Advance Fitness by Bilal Brothers, established in 1979, is the leader in exercise, fitness, gymnasium and indoor sport equipment all over Pakistan. We work only with the world’s top brands and are proud to serve our customers with top-notch after sales service.

  71. Yeh Hai Chahatein said:

    Awesome article Lot’s of data to Read…Great Man Keep Posting and redesign to People. Its opportunity are so fantastic and working style so speedy.Thanks for sharing with us.
    Yeh Hai Chahatein Latest Episode

  72. Yeh Hai Chahatein said:

    I would never have thought of on my own. Your content gives readers things to think about in an interesting way.
    Ali Baba Dastaan-E-Kabul

  73. Yeh Hai Chahatein said:

    Awesome article Lot’s of data to Read…Great Man Keep Posting and redesign to People. Its opportunity are so fantastic and working style so speedy.Thanks for sharing with us.
    https://yeh-hai-chahatein.com/

  74. carlos12 said:

    java software architect will be seeing designs through from start to finish incorporating everything from technology to the solution, assurance, governance, and security. You will need to be client-facing and be able to make complex designs seem simple to customers.

  75. ash12 said:

    Affordable Flights by FlightsnTravel give you the best travel time with your partner.

  76. Pandya Store said:

    https://pandya-store.com/

  77. Highway Fashions said:

    Are you in search of the latest collection of Zellbury Online in Pakistan? Don’t worry, Highway Fashions brings the latest zellbury collection online across Pakistan. So, grab your favorite dresses today at affordable prices.

  78. Royal Leafs said:

    Royalleafs is one of the best cannabis store online. You can find online plenty of Cannabis products such as Cannabis pre-rolls, raw and milled flowers, drinks, and accessories such as bongs and vapes of the highest quality at Royalleafs.

  79. Mike Rooney said:

    Awesome blog. I have read and thought about what you said. I have bookmarked it and I am looking forward to reading new articles. Keep up the good work!
    Tom Cruise Leather Jacket Top Gun

  80. Mushtaq said:

    Match out the new Jazmin collection in Pakistan online at Mushtaq. Explore the broad range of branded dresses online at Mushtaq clothing. Get your favorite dresses online in all over Pakistan at low prices.

  81. Catering Jakarta said:

    Worry not, as we recommend the best and famous catering service in Jakarta

  82. BabyBoxShop said:

    Discover a comprehensive range of newborn essentials designed to provide comfort and care for the newest addition to the family. Our collection includes a variety of practical items such as diapers, onesies, blankets, and feeding accessories. These essentials are carefully selected to ensure the well-being and happiness of both the baby and their parents during those precious early stages of life.

  83. Baby Box said:

    Make the new baby girl feel extra special with our personalised baby girl gifts. Our selection includes adorable items that can be customised with the baby’s name or initials, adding a unique and sentimental touch to the present. Celebrate her arrival with a personalised gift that she’ll cherish for years to come.

  84. BSNS Consulting said:

    At BSNS Consulting, we offer you unparalleled Business Advisory Services near me. Our team of expert consultants is dedicated to providing personalised solutions that drive growth and success for your business. Whether you’re a startup or an established company, our strategic insights and industry knowledge will empower you to make informed decisions and achieve your goals.

  85. TipTop Enrichtung said:

    A Rückwärtswaschbecken is a backward or reclining hair wash basin used in hair salons. It allows clients to comfortably lean back while having their hair washed, providing a relaxing experience during salon visits.

  86. Bug Zapper said:

    For many homeowners, keeping their yards free of bugs is of utmost importance. Discover the importance of insect-free landscapes and get advice on selecting the best outdoor bug zapper as well as installation techniques.

  87. Moringa Powder said:

    Beyond its nutritional value, Moringa Powder boasts numerous health benefits. From immune system support to anti-inflammatory properties, this section explores the various ways Moringa Powder contributes to overall well-being. Moringa Powder isn’t just a supplement; it’s a versatile ingredient

  88. m3m the line said:

    These m3m the line prime locations with modern amenities, making them ideal for businesses looking to establish a presence in this dynamic city. Whether you’re a small startup or a large corporation, you’ll find suitable options to meet your requirements.

  89. John said:

    I think everyone should learn copywriting.

Leave a Reply