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When people are going to invest time or money (or both) in something they get nervous. Customers need to be reassured that they are making right decision. They need to be reminded of why they need to purchase this product or service. A wealth of information makes these prospective clients more secure about their decision.
Yes, there are other target groups that would benefit from both long form and short form copy. There are a multitude of them to say least. As advertiser, your job is to discover which type of communication style will be received well by your prospects. (A company named Myers-Briggs offers an excellent course on defining communication styles. I've participated in their training and found it to be highly beneficial.)
So what about writers who swear their copywriting approach will cause major increases in response rates? What about writers who say their method works for any product or service?
"But this guy said his copywriting style caused a 50% increase in direct mail response rate of a jewelry store." I've heard this at least a hundred times. Maybe it did. However, I've never been a real fan of statistics when used to prove a point such as this.
There are two items in above statement that cause me concern. The first is percentage. We don't know how many direct mail pieces were originally mailed. Perhaps on first campaign 50 envelopes were sent. Direct mail normally provides a 1-3% response rate. If we allow 3% in our example, that would mean original campaign received 1.5 responses. A 50% increase means mailing using new copywriting style received 2.25 responses. Technically, that is a 50% increase even if only 2 people responded.
The second alarm that goes off is phrase "response rate". Most advertisers don't understand this statement. Response rate does not equal sales. Response rate equals responses. Literally, if a person calls to ask a question in relation to mailing it is considered a response - even if that person never purchases. I caution you to beware of those with "one size fits all" copy- writing approaches.
Yes, there are big names out there that will tell you that one particular style of copy works to sell each and every product and service. Again, technically, I suppose they are right. However, it does not sell to each and every target audience member. If you don't get through to target audience, copy - regardless of who's style it is - is a waste of time and effort.
Karon is Owner and President of KT & Associates who offers targeted copywriting, copy editing & ghostwriting services. Visit her site at http://www.ktamarketing.com