Is Your Copy Too Muscular?

Posted on June 30th, 2009 by Larry Chase

People typically think direct response copy is overbearing, because it usually asks for an action to be taken.

But some of the most effective copy is understated. In today’s “pull marketing” environment, muscular copy is often a turn off. It’s perceived as too controlling.

But when intrigue reader by asking a question or bringing up a hot button issue in a poignant way, the reader is apt to be drawn in further.

In the 1920s, direct response guru John Kennedy defined advertising as “sales in print”.

A good salesperson is apt to ask leading questions rather than hitting you over the head about the safety of an automobile he’s selling.

The very same is true in print and online.

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.