By Justin Hitt, Professional B2B Copywriter
A follow up note contains a packet of flow seeds and a note, "We'll make your business bloom" with a simple phone number as a call to action is NOT how to use a gimmick. Grabbers are an excellent way to get your prospects attention if you know how to use the the right way.
Some selling guru's get down right enraged when they see sales gimmicks, they turn away promotional products sales people with insult. This is because so many have failed to use grabbers correctly in their copy.
How to use gimmicks and grabbers in your copy:
- Make the star your reader, not the gimmick. Use the gimmick to grab attention but keep it by talking about the concerns and interests of your readers.
- Go all the way with your grabber. Use references to your grabber to secure points, build up an association with the grabber, and use it to connect with the reader.
- Tell them why the grabber is there. Don't just put a grabber in an envelop, make it part of the story with specific reasons why it exists for the reader.
- Make your entire package unique. Not until your mailing is open can any selling start, instead of hiding your grabber, let the package go lumpy to pursue a readers attention.
- Use a grabber that builds curiosity for the letter. After your prospect sees they grabber they should want to read the letter to learn more, choose something that leverages interest.
Some say gimmicks and grabbers never work, I usually ask "Are you saying that no sales gimmicks ever work, or they just didn't work with you?" Understand you won't get everyone's attention with a grabber.
In any follow up campaign some will be persuaded by a letter, others by attention getting tools, and still others by a phone call. That's why you'll need to try different types of follow up in every campaign instead of relying solely on grabber.
The core mistake is when the gimmick is the message, rather than those points you describe. Follow these insights and you'll have the attention you need to present your sales creating copy enough times to be profitable.
© 2008 AdBriefing Copywriting Tips, All rights reserved.
Justin Hitt provides clients with sales creating copy for industrial and technology services firms worldwide. To learn more about his copywriting services visit http://HittPublishingDirect.com/
Interested in gimmicks and grabbers that work? Visit the companion site to AdBriefing called "Unusual Sales Gimmicks" at http://SalesGimmicks.com/
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