Dramatic Sales Writing

When it comes to agency copywriting, I don't
have enough experience to even began to
evaluate the course's comments on that.

I always hated mass market advertising -- even
since I was a kid having my favorite shows
interrupted by women gushing about how
detergent made their clothes whiter.

I loved the advent of cable TV so I could
watch movies without ads on them.

So I never wanted to be the person making those
ads.

Even though I now have a much more positive
attitude toward advertising, I still don't like
interruptions.

I don't watch TV, but if I did, I'd watch movies
on cable, satellite or DVD -- not with commercial
interruptions.

I DO listen to a lot of radio -- and I still hate
having the music or the programming interrupted by
commercials. I almost always reach down and flip to
another station.

Yet, occasionally on weekend mornings I catch a
radio infomercial about a nutritional product -- and
I enjoy listening to that.

Does that make sense?

I hate short, jangly jingles and short, fast pitches
for mortgages and erection enhancement products. That's
true of radio ads, TV commercials and newspaper/magazine
space ads.

Yet I will listen to radio infomericials, cable TV
shows pitching me get rich with real estate courses and
will sit down to read direct mail letters on how to
get rich in options.

Is there a pattern here?

Partly it's because most short commercials are for
products I'm not interested in or regard as not
very important. I mean, I don't need commercials to
tell me about McDonalds. I already know about them.

When I want to eat there, I will. If I don't, I
won't -- so stop yammering at me about them.

But that's not the total difference. There's a hair
re-growing product I hear advertised on the radio and
I don't like its ads -- but would probably enjoy
hearing a long show demonstrating that it works and
how it works.

But don't just tell me it's "the product of the 21st
century." That is so meaningless it's not even a
feature.

I'm a potential buyer -- but that stuff has so far
totally failed to move me to buy it. Convince me
that it's worth my money.

Give me information about a product that could benefit
me. Give me a story. Entertain and inform me.

Treat me like an intelligent person, not an idiotic
who's moved by ridiculous slogans.

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