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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
March, 2005
Volume: 20 Number: 3
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If you're a copywriter, avoid "manufacturer's copy"
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In advertising jargon, "manufacturer's copy"
refers to
the kind of flat-footed copy that clients write for
themselves. You know the sort of copy I mean -- the kind
that's always larded up with self-congratulatory talk of
"passion," "mission," and "commitment."
Let me give you an example . . .
Here's the start of a letter written by Alan Weber,
the
CEO and Chairman of U.S. Trust. (It appeared in Barron's
and was aimed at affluent prospects for the company's
high-end financial services.)
"At U.S. Trust, we understand that wealth management
is as much an art as it is a science.
On the one hand, we have a deep pool of talented
experts who are among the nation's top financial
planners, portfolio managers, securities analysts,
economists, attorneys, and accountants and who are
leaders in their respective wealth management
disciplines. U.S. Trust also offers an impressive
breadth of capabilities including . . . etc."
Still awake? Good. Let's check out the start of this
letter again. Notice how right from the get-go the focus
is not on the prospect's needs and pain-points, but on
U.S. Trust. "At U.S. Trust, we understand . . ." and
"On the one hand, we have a deep pool of talented
experts ..."
This narcissistic self-focus is the hallmark of
manufacturer's copy and I urge you to avoid it in the
copy that YOU write or approve.
How should you start a letter?
Well, one great way to get rolling is by quickly engaging
prospects and demonstrating that you identify with the
tough challenges they face.
Let me illustrate this by showing you the lead to a
letter that I wrote, literally, last week for a fast-
growing title insurance company in Pennsylvania. Matt
Einheber, the President of the company, wanted to let
mortgage brokers in his area know that his firm could solve
all their title insurance problems.
Here's how I rolled into the copy . . .
"When it comes to working with title companies,
believe me, I know what you're up against.
You see, just like you, I was a mortgage broker.
This means that I know what it's like to want to close
a deal fast and have to wait for someone at the title
company to wake up and get moving. Or how frustrating
it is to waste time chasing after people in different
departments.
Yes. I've been there myself. Which is why I think we
should talk soon about how my company can solve some
of the toughest challenges you face every day.
Hi. I'm Matt Einheber, the Founder and President of
Vista Abstract, a full-service title agency
underwritten by rock-solid Commonwealth Land America.
Vista Abstract was created for a single purpose -- to
provide you with a level of service that you probably
have never experienced before."
Compare the start of these two letters and I hope you'll
agree that my letter is a lot more energetic and
involving. Yes. My letter DOES focus on Matt and his
company, but it does so in the service of forging a bond
with the reader and promising a solution to real
problems.
My advice? Next time you need to do some writing,
promoting your company's products or services, go light
on the "manufacturer's copy" and, instead, substitute
benefit-oriented copy that solves the prospect's
problems. Give it a shot and watch sales and profits take
off!
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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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Copyright 2005, by Ivan Levison, All Rights Reserved.
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