Call -to-Action Words That Work

Where could copy testing on your web site really pay off?   Try your call-to-action buttons.  Some fairly recent test results have found the following:

- "Buy online and get . . ." depresses response over "Start shopping now."   And it doesn't seem to matter what offer follows the word "get . . .".   

- "Add to cart" works better than "Buy now."

- "Read more" depresses click-throughs over "Continue."    

What's the pattern in each of these tests?

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Curious wording in Teleflora ad may overshadow their main message

Teleflora is running a series of television ads pitching Mother's Day flowers.  The first ad that's been running frequently is the "flowers in a box" ad .  I've seen the ad numerous times, and remembered the whole "flowers delivered in a vase are better than flowers delivered in a box" point of differentiation message.  Of course, I didn't remember that it was a Teleflora ad.

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Build more specifics into copy for better results

There's a television commercial running currently, that advertises a chain of "home cooking". restaurants.  As part of the spot, the owner is asked what her restaurants are known for.  Here's the opportunity for the owner to deliver SPECIFICS in answer to the key question -- "why should we buy from you (or eat at your restaurant?"   Because amid the clutter and viewers general disinterest in most commercials, it's the SPECIFICS that will draw the viewer in -- and be memorable.  But the owner wastes her precious limited TV time by mentioning "our excellent customer service."   How much stronger would her commercial have been if she'd given us the SPECIFICS of her menu?

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A Letter in Search of an Objective

I recently received a one-page letter from a list company.  Not unusual, except that this letter didn't come with any other information in the envelope, so the letter had to stand alone.  The idea of a short, personal letter from the CEO may have been a good one -- except that after reading it, I was confused as to why it was even sent.    The four paragraphs, filled with wonderful "corporate marketing-isms," seem to circle around and around, looking for a purpose . . .

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There's an 'app' for that: is this really the best message for iPhone?

The recent television spot for Apple's iPhone seems to assume everyone is a software engineer, and runs around talking about "apps."   Does the average potential iPhone prospect speak in terms of "app(lication)s" for their phone?   I'm not sure the phrase "there's an app for that" is the best one to appeal to the average prospect.  iPhone is long past the early adopter audience.  Now they're appealing to the masses.   Should the copywriter have assumed the masses think in terms of "apps"?   Isn't there a better term that wouldn't jump out as inappropriate in this TV campaign?

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Farmers Insurance Mailer Fails Key Copy Tests

A recent direct mail package I received from Farmers Insurance was disappointingly weak in its headlines, subheads, lead paragraph -- and its engaging power.  Admittedly, car insurance isn't the sexiest topic for direct mail.  But Farmers just isn't working hard enough to get the envelope opened, or draw me into the letter.  Unfortunate, since they did have some highly useful points virtually BURIED in the letter.

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Humorous Headlines That Work

Writing humorous headlines is risky.  There's always the danger that your audience won't "get" your humor -- and so will miss the point of your ad entirely.  Lately, I've noticed some humorous play-on-words headlines that do work, including:

"Instant Getification" (from search engine Ask, in a TV campaign)

"Instant Grassification" (from Marathon Sod)

"Haunt Couture" (Grandinroad catalog on the Halloween costumes page)

These humorous headlines work because they're simple concepts, and the audience can quickly grasp the meaning of each headline -- as well as the humor.   Another related type of humorous headline:  basing your headline on a familiar phrase.  I recently saw this effective headline in a women's magazine:

"It was a dark and puffy morning" (for Neutrogena eye concealer)

It you're going to try to build humor into your headlines, be sure you use simple concepts.  Humor in advertising works best when the target audience doesn't have to work hard to "get" your meaning.

Every word should be in your copy for a reason

Diane Keaton and "Redensified"?   Pacific Law Center as your last resort?  Robert Goulet selling nuts?

Every word should be there for a reason in your copy.  Have you ever really listened to the words of some of the current television ads? 

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