|
Subscribe
to Business Bullet
|
Selecting the Right Words
"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."
- From master copywriter Bob Bly's blog
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. That is why, most copywriters spend twice the amount of time in editing then they do in writing. They spend time choosing the right words and making sure that the copy flows in the right order.
Action Summary:
- Listen to the words your prospects are using. And then use them.
- Make a list of unusual words and verbs. And use them in moderation to make your copy un-boring and spell-binding.
Email Post to a friendPosted on 10/15/2005 | Permalink | |
- Read the Click to read New Posts
 |
biztactics.com quick & effective small business marketing tactics |
Marketing eYe:
- Can see the hidden tactics that made other products profitable
- Will reveal those tactics to you on this blog
Click "CTRL + D" to bookmark the marketing eye blog
Top 5 posts
Read these first - The essential Marketing eYe Posts
Sponsors
Text Link Ads script error: local_176136.xml does not exist. Please create a blank file named local_176136.xml.