Tag: Samples

Copywriting

“We Will Buy” is a much better headline than “10-Cent Cake Free”

Chris Labs

This plan has many advantages over a “free” offer. It is much more impressive, for one thing. There is a considerable difference in the psychological effect when you offer to buy an article for a woman to try, and pay the dealer his price for it,as compared with offering that article free to all. The “free” offer cheapens a product. There is a certain resistance when we ask people to afterward pay for a product which came to them first as a gift. -My life in advertising, p.85 Continue reading “We Will Buy” is a much better headline than “10-Cent Cake Free”

Copywriting

Describe a gift, and some will decide that they want it, more will decide that they don’t. But everybody wants a secret gift.

Chris Labs

There are things to considerin such an offer. The gift must not be disappointing. It should be somewhat better than customers are led to expect. -My life in advertising, p.69 Continue reading Describe a gift, and some will decide that they want it, more will decide that they don’t. But everybody wants a secret gift.

Copywriting

Don’t give free stuff. Ask people to ask for it

Chris Labs

Hand an unwanted product to a housewife and she pays it slight respect. She is in no mood to see its virtues. But get her to ask for a sample after reading your story, and she is in a very different position. She knows your claims. She is interested in them, else she would not act. Plus, she expects to find the qualities you told (a bit of mental impression). By knowing what to look for, she will undeniably find it. –Scientific Advertising, p.38 Continue reading Don’t give free stuff. Ask people to ask for it