The line every direct response copywriter should remember

Ivan Levison —
Direct Mail, E-mail and Advertising Copywriting

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THE LEVISON LETTER
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Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising

Published by
Ivan Levison, Direct Response Copywriting

August, 2004
Volume: 19 Number: 8

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The line that every marketer should remember:
"I've got what you want."
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A while ago, my wife mentioned that we needed some
distilled water for our steam iron.

Next time I went to the supermarket I searched for this
item and finally came to the right shelf. Sitting there
were some big plastic jugs with labels that read:

"Distilled Water
Perfect for Steam Irons, Humidifiers, Wet-Cell Batteries,
and more!"

Bingo! This was exactly what I needed for our iron and I
grabbed a gallon.

The writer of the little label on the distilled water
plastic jug will never win a prize for creativity or be
profiled in Ad Age magazine. But they sure knew what they
were doing!

By explicitly stating "Perfect for Steam Irons,
Humidifiers, Wet-Cell Batteries, and more!" the writer
was reassuring people that they were buying the right
product - the one that would meet their specific needs.

Sure. If the label had simply read "Distilled Water" I
probably would have bought it anyway. But the four little
words "Perfect for Steam Irons" made me feel 100% certain
that I was getting exactly the right thing. It closed the
deal.

In essence, the label was saying "We've got just what you
want," which are words that many marketers and
copywriters all too frequently forget.

Let's get back to basics and think about this for a
second . . .

If you are trying to sell a product or a service to
prospects, you are instantly up against a tough
challenge: You are asking prospects to pay you money.

How do you get them to give it to you?

By convincing them that you can provide something they
need or want. Something that has real value.

As a direct response copywriter, it's my view that the
clear benefit should appear right in the headline.

Here are just a few examples of ways to say "I've got
what you want" right up front:

WRONG: Through the air, silently it connects your world.

RIGHT: At last! An affordable way to get Wi-Fi
convenience for your home!

WRONG: You can hold the future of profitability in your
hands.

RIGHT: Get your FREE Forrester Report now: "Enterprise
Handheld Apps Emerge"

WRONG: Are you as secure as you think you are?

RIGHT: FREE guide for Senior Management: "How To Create A
Security Action Plan."

WRONG: If only Alexander Graham Bell could see this
offer.

RIGHT: You could win a Nextel i2000 phone worth $399!

WRONG: Rx for security

RIGHT: How physicians can avoid malpractice lawsuits -

The takeaway message this month?

Don't make prospects wonder if your product or service is
the right one for them. Put your benefit where it really
belongs.

Right up front!

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How To Get In Touch
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Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904

Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com

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