"Speak to Me"

I made 2 graphic representations (Link below), to illustrate what happens when you try to deliver a message to a market.

The first one you'll see, shows what happens to a message that fails to speak directly to your reader's priorities in plain, direct language.

It's a message that speaks of the seller, or describes what it is you're selling: "We have the best, freshest pizza ....".

That may seem like a perfectly good message, but we all know what happened when Domino's Pizza spoke with their market to find out what they wanted ...  then delivered. They quickly dominated their market.

After you see the first image, if you'll scroll down a bit, you'll see what happens when you use benefit laden messages, to speak directly to the needs of your market in plain language.

Click here to see the illustrations, please. When you're done, click your back button to return here.

Now, keep in mind that I'm a copywriter, not a teacher. So, if these aren't clear ...  tell me. Or just ask whatever question is on your mind and I'll do my very best to answer you. (Without feedback, I'm always afraid I'm talking at you guys, instead of speaking with you. So, don't be shy, ok?)

Thanks,

Peter Stone,

Copywriter for the Web

Comments

[Sean Marler]

Hello Peter,

I just want to say thank you for taking the time to put those graphics together. I personally feel that they convey, in the most concise but thourough manner possible, the modes and reasonings to overcome reader objections and concerns in your copy. I think you could have written a five page article on the subject that would not have as effective as that graphic... at least for those of us that learn best through mostly visual means (I realise that reading is visual in a sense, but I believe that reading mostly appeals to auditory type learners due to subvocalization)

Thanks,

Sean

[Peter Stone]

Hey Sean!

Thanks for taking the time to talk with me. Really, I'm glad the graphics helped your understanding.

Keeping all of the elements of a salesletter and their purpose clearly in mind, can be confusing for me, too.

I debated over 'how' to present them and what I had in mind was quickly turning into an elaborate ebook. And then, it occured to me ...

Put the whole works in a graphic.

If there's something on your mind now, or in the future - just leave me a message as you did here.

Thanks for reading my blog, Sean.

Peter

[Ankesh Kothari]

Hey Peter,

Those are 2 hard hitting graphics. Gets the points right across.

Very cool.

Could I pass them around?

kind regards,
Ankesh

[Peter Stone]

Hi Ankesh,

It's nice to see you, again.

Ankesh publishes quite a good (IMO)newsletter of case studies. Check it out here: http://www.marketinghotsheet.com/ .

Yes, to your question regarding the graphics. I put up a link, right under my photo, that will click through to them.

Thanks.

Peter