The “oh by the way” copywriting technique
May 14, 2009 by fladlien
Filed under Uncategorized
I’m about to share with you an advanced copywriting tactic that I’ve never really seen talked about by any of the great ad writers.
It has to do with “flow” in your sales letter. How you introduce new selling points in a certain order that not only gives your copy momentum (thus sucking the reader in) but builds a persuasive case almost by accident.
A little warm up: the average copywriter tries to convince you that whatever he’s pitching is the latest, great, absolute best thing in the world, and you should buy it. The top level copywriters write with more finesse. They instead, lead you down a path that allows you to draw your own conclusions that what they are writing about is the latest, greatest absolute best thing in the world. But they don’t exactly come out and say it right away.
One more key piece of wisdom: the best approach to writing copy is the “rave review” approach. This is the “art” part of copy, but if you can master it, you should never have money worries again. Just think if a well known, famous blogger discovered your product, and without any motive other than just falling in love with your product, he wrote a rave review on his blog.
If you can get that tone in your copy, your sales should go through the roof.
There are several tricks I know that can help you do this, but here is one of the most effective I have ever discovered.
I figured it out by meticulously studying Gary Halbert Ads when I was putting together my Gary Halbert Swipe File (halbertswipefile.com).
Let me show you an example from an ad Gary Halbert Wrote:
Think about what this means: Even if the city where you live does a perfect job (it doesn’t; it doesn’t even come close) of purifying your water supply…
Your Water, After Traveling Through Several Miles Of Pipes,
Is Still Likely To Have Lots Of Horrible Stuff In It
When It Comes Out Of Your Faucet!
But, very likely, your city simply can’t do a perfect job of cleaning up your water supply. The problem is just too overwhelming. So, what they do is, they dump chlorine in the water! Which, in a way, is good… because… chlorine kills a lot of those nasty, disease-causing bugs in the water. But hey, you know why it is able to kill all those bugs? It’s very simple…
It’s Because Chlorine Is Poison!
That’s why most U.S. citizens have fewer cavities in their teeth these days: It’s because the chlorine in our drinking water kills those little organic microbes that eat away at the enamel on our teeth. However, using a poison like chlorine to kill the “bad guy” microbes is sort of like undergoing chemotherapy when you have cancer. In other words, not only do the cancer cells get zapped; many of your non-cancerous cells also get zapped… and often… your hair falls out, you get extremely tired and your zest for life is considerably diminished.
Speaking of cancer, there are five different articles in certified publications from the EPA, Massachusetts General Hospital, University of Alabama, University of Georgia, and the University of Florida that all prove…
Drinking Chlorinated Water
Increases Your Chances Of
Dying From Cancer By 44%!
Did you catch the example? It is the “oh by the way” transition from using the cancer metaphor as an example to illustrate a point to saying “speaking of cancer…”.
Damn, that’s brilliant.
Do you get what’s going on here? If Halbert just came out and said that drinking chlorinated water increases your chances of dying for cancer, it wouldn’t have as much power. Instead he used a set up. He’s taking the role of “rave review” and not “hard pitch sales person”.
This “oh by the way” set up is one of the most brilliant ways to weave in persuasion laced copy into your sales letters.
So how do you use it in your copy? It’s simple. Take that one big point you think is extremely powerful and persuasive. And instead of coming right and hitting your prospect over the head with it, try the “oh by the way” set up.
For example, let’s say you have a set of housecleaning supplies that are not only far better for the environment, but they get the job done quicker as well. No more waiting a long time for the dishes to “soak”, or for the chemical solution to “cut the crud” off your stove top or bathtub.
You might set it up like this:
these new house cleaning supplies work faster. Think about it like this: there are two ways to paint a house. You can do it by hand, or by sprayer. The sprayer will get the job done roughly 5 times as fast. Now get this: with a sprayer, you also get a better paint job because it applies much more paint. So it’s the best of both worlds. That’s what it likes with these cleaning products – quicker and better.
Speaking of paint, a recent study was done where they found several “carcinogenic ingredients” shared by the deadliest paints… and guess what? Those are also found in most common household cleaning products. What’s this mean? It’s simple: not only are you killing the environment with these cleaners… You’re killing yourself!
Okay, not the greatest example, but strong none-the-less. Far better than coming out and saying “you’re killing yourself!” The build up makes it much more natural. Hits the same benefits. But in a way that will allow them to come to their own conclusion before you even present it.
This is powerful, powerful stuff. All I did was follow a formula. Found a compelling piece of evidence. Set it up with a metaphor. This allowed me to then use it as a transition to present that compelling piece of evidence.
Now you tell me any other copywriter out there that is giving away secrets like this for free. Aren’t you glad you’re on my email list?
Can scarcely believe I’m just now finding this one!
By the way, I love the “by the way” technique
and use it often, profitably with zest!
And just for those keeping score at home,
I’m in total agreement with the consensus
of fellow readers…your stuff is brilliant
Keep ‘em coming!
Wow, good story. I just now clicked a link to your blog and I’m already a fan.
Great to see someone else concentrating on copywriting since it’s so important to our online success. Thanks for sharing this.
Charlie Seymour Jr
http://twitter.com/UltimateWAHDads
Jason, I’d have to say I like this strategy much better than someone telling me their product is going to cure “cancer”, or “make me rich in a week” because it’s the latest, and greatest to come out.
Thanks,
Gary
Jason, great post. It could be useful to break down the process of coming up with the idea like you do in your 3 Hour Ad product. For example it may break down like this:
Product benefit analogy (using new cleaning product is more efficient like painting a house with a paint sprayer)
Use second part of analogy to bring up another problem (speaking of paint–many dangerous chemicals found in paint are in many household cleaners…)
Problem consequence analogy (chlorine kills bacteria like chemo kills cancer)
Use second part of analogy to bring up another problem (chemo kills cancer cells and good cells just like chlorine kills bad bacteria and YOU)
By the way Jason, your example was pretty good.
Jason, great post but you didn’t completely finish it. You forgot ONE very important point.
Hmm, let me help you…
“Oh by the way, if you want to experience more “Ah ha” moments like this for improving your copywriting “the Gary Halbert Swipe file” (halbertswipefile.com) is full of them.”
Well, I think you know what I mean. A great “Ah ha” post. I’m glad to be on your list. Now aren’t you glad to have subscribers like us on your list
Deborah Owen hand over your pocket book, thanks.(Was that short and direct enough?)
Sorry that I can’t agree with everyone. But people are different. Personally, I want to read an ad where someone gets to the point quickly. This kind of ad is similar to putting a twist on the end of a story. It works for stories, but I’m not sure how well I like it for articles. Thanks for sharing.
Hey Jason “Brilliant Rockstar” Fladlien~ This is Good Stuff… oh, and by the way, I think it’s very cool how you discovered this “by meticulously studying [brilliant] Gary Halbert Ads when … putting together [the brilliant] Gary Halbert Swipe File (halbertswipefile.com).” Heh. Mewonders: Is the “greased conversion chute” attributable to Halbert? Did he have an everchanging, air-quotable middle name?
And, yeah, I like it when you share.
I like the “Columbo’ approach.
My question is: How can I apply this to an article?
To get the attention of the reader I need a Title.
How do I not ‘hit” them with the main point:” Treating water with chlorine is like treating cancer with chemotherapy. Both kill the bad but also the good.
“Oh by the way” slips up on the reader. This is okay in ad copy but in article writing, How do you start? Must have a provoking title to get attention and a description that creates interest.
A template for this might be a good product. How much?
Larry T.
PS.. I couldn’t edit my original post, but it would be nice to your commenters if their comments were not tagged nofollow…
Good one Jason. You could almost call this the “Confusion Technique”. For a skimmer, if you sub headed the paragraph, they would have to go back and actually read it, because it would be so obvious that to a large extent, it would be out of context to the rest of the copy.
Cheers,
@RicRaftis on Twitter
Yes good post. Please write more and ebooks a well. Think we lost you to membeship sites and web semimars.
Hey Jason,
Pretty slick copy writing technique. Very cool. Thanks so much for sharing. I’ll work on it so I can use it in my new copy.
Great stuff as usual, I expect nothing less from you. Mr. Jason “Over Deliver” Fladlien… LOL
Thanks again,
Derek
Jason,
Love it keep up the great work!
Gina Gray
http://www.offlineisagoldmine.com
Simply brilliant, like all things you do Jason.
Speaking of which, there is a study that shows the name Jason Fladlien is twice as likely to induce a sale as the name Robert Plank.
It just goes to show you that reading the right blog is important to your financial future.
Jason, you are a “RockStar” …. I am so glad to have been introduced to you and yes, be on your list. You present things with such ease and simplicity always providing great content and value. Of anyone, I have learned so much from you, so many little nuggets that I use daily. The best part of it is that you have so much fun doing it. Thanks for always giving 110%!
Great stuff as always Jason. Keep it coming!
Excellent, Jason! I’ve studied, (and seen on stage) Ted Nicholas for years, but you got the “how to hit ‘em with copy” message across to me! Thanks so much. I am already re-working all my sales copy according to your ideas.
Absolute genius…yes,,I am glad that I am on your list. Thank you for sharing
Muchas gracias, Jason. You take over-the-top stuff and give it out for free. That, my friend, is guaranteeing your future income
I am putting this into my Internet Compass site right away.
Yup…I’m glad to be on your mailing list! Good stuff Jason.
Nice…and yes, you are right your blog is way cooler than your dad’s economics blog.
You kill me, man. Rock on. Great stuff!
Doug
Thinking, thinking… yep, I need to use this in my launch copy! Great advice Jason!
Brilliant, Jason! Thank you for sharing this. I’m going to see how I can incorporate this into my Stress Relief Ebook copy
Oh, by the way… Studies have just found…
Thanks!
Just plain brilliant.
Jason, write more blog posts.
Seriously, this is great.