My Notes on “Outrageous Advertising That’s Outrageously Successful” by Bill Glazer:
Recipe for a 5 Page Sales Letter
- Page 1: Tell your story, the reason why you’re doing this, and why buyers should buy
- Page 2: The details, what’s for sale, who you are, how much they’ll save
- Page 3: Offer free gift “premium”. A deadline. Write directly at them. Hint at coupons coming up on the last page.
- Page 4: Personal message reminding them how great you are, that they are your preferred customers, and not everyone is getting this offer, but they will later and then all the best stuff will be gone so they better act now. Another hint of the coupons on the last page
- Page 5: Use P.S. and P.P.S.
Extra Tip: Always be on the lookout for photo opportunities for outrageous advertising. Eg Bill took a photo of himself on a camel and wrote “I’m looking for you” and sent them out to his customers.
Extra Tip: Bill took a cruise and wrote “Even when I’m on vacation, I’m thinking of you” on a postcard, wrote a coupon on the back, printed 10,146 and took them to Alaska to post them with an Alaskan stamp on them.
Difference between Brand Advertising and direct response advertising
Direct response advertising asks the customer to respond and allows you to track that response. Brand building, on the other hand, is advertising that geets the name of yoru business, products, or services out there but you have no earthly idea whether or not it is paying for itself.
Brand building won’t work for 99% of businesses, it will send you broke.
Direct response: makes an offer, gives a deadline, allows you to track response.