Would You Learn German To Buy A Mercedes?
| Category: Copy Writing - sales copy | Date: 2003-05-14 |
A few months ago I wrote a Direct Mail Package and full page magazine ads for an International Database Developer Software company.
Whats that? Well I didnt know either.
It is so technical that it took me a week to translate their existing sales literature from Techie-Speek into English. Their literature was written and aimed at very technically minded people. Computer Programmers in particular.
However, I wrote the new sales messages in laymans language. Why? Because even technical people dont always understand everything technical.
And tomorrows Techie is todays Newbie. And TODAYS customer.
Sales increased by 400%.
Ill repeat that - 400%. Does that tell you anything besides the fact that I like to show off?
Maybe it tells us that Techies also understand Newbie-Speek but not the other way round.
Heres an ezine Ad I came across from a Techie who has never heard the word Newbie.........
#### MusicMatch Jukebox is integrated digital music- management software for the home. It combines a CD ripper, MP3 encoder, playlist maker, ID3 tag editor, and media player in one package. CD audio is digitally extracted and encoded directly to MP3 format with no intermediary WAV file, using Xing MPEG encoding technology.####
Hmmm, I wonder if it would play music CDs on my computer...
The point Im making is that this piece of software may make a great deal of difference to my life-style. If I knew what it was I may well be tempted to buy it!
I am reminded of an experience some years ago when I ventured out to buy a new Hi-Fi system. Youve been there.
I visited FOUR stores and was blinded with science by 17 year old sales executives with fluff on their chins, whose sole purpose in life was to exhibit their superior knowledge about electronics. Sub Woofer? I want music not an aquatic Rottweiller!
I finally came across a PROFESSIONAL salesman who asked me what I WANTED from a Hi-Fi, and demonstrated a system that SUITED MY NEEDS.
He made a $1500 sale in 10 minutes.
The fact that when I got it home I couldnt understand the Manual wasnt his fault! It was written in Techie-Speek.
If youre interested in more of my ramblings on this subject you can do so at my Website by reading Tutorial 5 at http://www.adcopywriting.com/Tutorial_5_Body_Copy.htm
About the Author
Joe Robson is co-author of Make Your Words SELL with Ken Evoy. Joe and Tom Glander own The Newbie Club which is bulging with unique NET and PC Newbie tutorials and eBooks. CLICK ON OVER to http://www.newbieclub.com?help_is_here and look at their very professional Affiliate Program. Its BIG! Joes Copywriting site is at adcopywriting.com
:To contact see details below.
webenq@adcopywriting.com
http//www.adcopywriting.com
Whats that? Well I didnt know either.
It is so technical that it took me a week to translate their existing sales literature from Techie-Speek into English. Their literature was written and aimed at very technically minded people. Computer Programmers in particular.
However, I wrote the new sales messages in laymans language. Why? Because even technical people dont always understand everything technical.
And tomorrows Techie is todays Newbie. And TODAYS customer.
Sales increased by 400%.
Ill repeat that - 400%. Does that tell you anything besides the fact that I like to show off?
Maybe it tells us that Techies also understand Newbie-Speek but not the other way round.
Heres an ezine Ad I came across from a Techie who has never heard the word Newbie.........
#### MusicMatch Jukebox is integrated digital music- management software for the home. It combines a CD ripper, MP3 encoder, playlist maker, ID3 tag editor, and media player in one package. CD audio is digitally extracted and encoded directly to MP3 format with no intermediary WAV file, using Xing MPEG encoding technology.####
Hmmm, I wonder if it would play music CDs on my computer...
The point Im making is that this piece of software may make a great deal of difference to my life-style. If I knew what it was I may well be tempted to buy it!
I am reminded of an experience some years ago when I ventured out to buy a new Hi-Fi system. Youve been there.
I visited FOUR stores and was blinded with science by 17 year old sales executives with fluff on their chins, whose sole purpose in life was to exhibit their superior knowledge about electronics. Sub Woofer? I want music not an aquatic Rottweiller!
I finally came across a PROFESSIONAL salesman who asked me what I WANTED from a Hi-Fi, and demonstrated a system that SUITED MY NEEDS.
He made a $1500 sale in 10 minutes.
The fact that when I got it home I couldnt understand the Manual wasnt his fault! It was written in Techie-Speek.
If youre interested in more of my ramblings on this subject you can do so at my Website by reading Tutorial 5 at http://www.adcopywriting.com/Tutorial_5_Body_Copy.htm
About the Author
Joe Robson is co-author of Make Your Words SELL with Ken Evoy. Joe and Tom Glander own The Newbie Club which is bulging with unique NET and PC Newbie tutorials and eBooks. CLICK ON OVER to http://www.newbieclub.com?help_is_here and look at their very professional Affiliate Program. Its BIG! Joes Copywriting site is at adcopywriting.com
:To contact see details below.
webenq@adcopywriting.com
http//www.adcopywriting.com
Copyright © 2005-2006 Powered by Custom PHP Programming