Yeah, sometimes you have to twist the knife a little.īut it’s very important after employing a little bit of fear in your sales copy, you swing in with immediate relief. Sometimes, a problem won’t motivate a customer enough to buy until you remind them of how worse it can get if they don’t go with your product or solution. The video sales letter (VSL) then agitates the problem of basic-based deodorants you use by showing stark images of chemical burns on skin. “Oh yeah, chemical burns like this, and this, and this. The spokesperson raises what’s wrong with other deodorants and how they are not meeting the customer’s needs. “Most natural deodorants use baking soda, which is a base 100 times the alkalinity of the human skin. The spokesperson leverages their performance in comparison to other products as proof. Lume’s so effective at battling bacteria, it’s clinically proven to control odor six times longer than the other leading natural deodorants” “Lume is not just deodorant, it’s preodorant. ![]() They could even picture themselves busting crazy moves on the dance floor and not have to worry about B.O. Think of how that can raise your customer’s self-esteem. ![]() Part of this sales copy also secretly paints a picture of B.O never being an issue. This paralyzes your bacteria and stops them from eating your sweat and other funky junk. “Lume is nothing like the deodorant you’ve used before. Notice how it’s just a quick joke then right back into selling… There’s a joke here, but that’s a good way to hold interest by incorporating humor. “Which completely contradicts Newton’s second law, whoever smelt it dealt it, but science is curious.” “Yeah, I just have a strong B.O and I can’t do anything about it.” This is a good way of calming objections or roadblocks a person may have about using your product.īecause someone with severe B.O has probably tried a lot of other similar products that never worked and ended up feeling like… Side note, the spokesperson also reassures the customer that B.O isn’t necessarily their fault since constant and severe B.O can really do a number on their self-esteem. So your stench isn’t you, it’s bacteria!” “Unlike traditional and natural deodorants, Lume attacks odor at the actual source- bacteria!ī.O happens because bacteria live on your skin, eat your sweat, and produce gas. Whenever you make a promise in your sales copy, you need to provide… You sure about that Lume? You can see this sentence generates some interest and makes a promise which they will have to back up. “ But Lume is the first deodorant of its kind and will give you results you’ve never had!” The reveal of the product isn’t necessarily the Solution but a device to generate… The sales copy quickly presents the problem followed by a reveal of the product. “There’s been almost no innovation in deodorants in one hundred years” This is when the spokesperson transitions into another structure element via… “Okay, why or how has been deodorant been dumb for centuries?” It also arouses curiosity because you’re internally asking. It makes a strong statement that certainly grabs your attention. ![]() Lume: “Deodorant Has Been Dumb for Centuries” Breakdown Watch the video below and we’ll get right into it. So I’ll skip over them in the break down.īut I will come back to the use of humor for further analysis in this commercial. Keep in mind, there are some comedic bits in here for entertainment value. Now let’s take a look at how the copywriters from Lume used them in the following ad. So we have three templates with the elements that make up their structure. AIDA (Attention | Interest | Desire | Action).4 Ps (Picture | Promise | Proof | Pitch).Once you get better at building out your sales copy, you can mix and match sales templates along with their respective elements.īut as a quick refresher, let’s go over these 3 copywriting templates for better copy. ![]() When it comes to writing sales copy, there are sales templates you can use to build your open to close.Įach of these sales templates have their own structure elements. Remember how I talked about how sales copy is never written but assembled? That’s exactly what happens in this Lume “deodorant has been dumb for centuries” commercial.
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