There is a lot of noise these days about what makes for good sales copy. The whole discussion is probably confused by the shocking number of ways to get your selling messages across. Most people are trying to figure out the best way to write for:
- e-newsletters, etc. (you get the point)
So many channels, and only so much time and money to spend on all this advertising. BUT – with all the new media, it still appears the old media is working just fine!
Take for instance…
This is the old and famous investing newsletter that Warren Buffett loves. He keeps their issues for decades.
ValueLine’s flagship product is a black and white, 3-hole punched newsletter that they print on thin newspaper. They send these issues out, and they are very expensive (I know, I’m a subscriber!)
ValueLine still sells lots and lots of newsletters through their direct mail campaigns, combined with plain old follow up by phone.
- Fisher Investments
The leader of this company (Ken Fisher) once said at a conference I listened to, “at Fisher Investments, we send out so much junk mail it’s unbelievable! We’re one of the biggest junk mailers in the country!”
What he meant was that they just pounded their mailing lists with direct mailers over and over and over again. What they are doing is working, because their money under management keeps growing and growing.
What I love about Fisher Investments is they have been running the same message for years and years, and that’s because it works. Here is their simple ad (you have probably seen this on a website somewhere):
“10 Ways To Generate Income in Retirement: If you have a $500,000+ portfolio, download this must-read guide by Forbes columnist and money manager Ken Fisher’s firm. It’s called The Definitive Guide to Retirement Income. Even if you have something else in place right now, it still makes sense to request your guide! <click here to get your guide>”
The simple formula for Fisher Investments is just a free report, as well as direct mail to those people that would make good clients. They keep mailing and e-mailing those reports, and the client money keeps pouring in!
- Your business
You might try a white paper or case study, showing how your products and services can help solve problems for clients. And then give those away and use them for lead generation. It’s the same model as Fisher Investments, and it just might work for you!