Telling Your Story: The First Ten Seconds Are A Make Or Break

Why do people write long copy? It is not because their
readers read it all! People write long stories for the same
reason that restaurants that serve big portions get
customers lining up at their doors. They are creating the
illusion that their meal is cost effective. A long story
suggests that there is a lot to say.

The American society teaches that more is better and you are
not going to single handedly change that. Instead, go with
the flow -- use the illusion and write long emails, long
articles, and long sales letters...BUT before you do, make
sure there are six questions that are answered in the first
ten seconds of your copy.

The questions are: What? Who? When? Where? How? Why?

"What" always needs to come first in every story. "What"
must also be part of the headline, subheadline or graphic
and needs to dominate your marketing piece. It needs to be
simple, fresh, and catchy (not tricky). It must convey what
the reader will get for continuing.

"Who" identifies your business. It must tell the reader who
is telling the story and it must do so at least twice in
your marketing piece. If you use your logo as your "who," it
must fuse with the "what" element of the ad. "Who" means
more than a name or a logo. Some logos seem to speak to the
designer, but mean nothing to the reader.

If your logo doesn't automatically deliver meaning, then
only use it to build your brand. Remember, however, that
branding is a time and dollar intensive effort.

"Who" can be conveyed through pictures. A good picture of
you, your employees, your office, or your events create a
personal connection with your reader. If you offer
workshops or seminars, use those pictures. People are more
likely to believe a photo than a piece of artwork.
If you have been in business for a while, say so "since
1982" counts.

Longevity builds points in the trust category. Be sure to
identify with your name and weave that information
throughout the entire piece. By the time you are done, your
piece should be so closely identified with you that it would
be impossible for someone to pirate your words or logo and
put them into their marketing piece.

"When" is usually simple to add. It needs to go further down
in the marketing piece. Novices place "when" in the topic.
If the readers find your information important, they will
create the space to attend. If you say it too soon, before
it is important to your readers, they may say "no." After
your prospects learn what is happening and who is doing it,
the next question is "when." At that point, you give days,
dates and time. If it is a big event, use the year in the
date. All too often, retailers leave their hours out their
ads.

"Where" may seen easier than "when." Maybe you are
thinking that you just add your address. Not so. Use your
imagination for a moment: you are having a party and want a
friend to come. You give directions, draw a map, and provide
him or her with all the right and left turns.

If your marketing piece requires your customers to find a
location, give them complete information. (If you are
sending an e-mail, give them a link to an on-line map). Add
helpful details like: "look for the blue awning" or "we're
across from 'x' restaurant." Be sure to include information
about parking. You do not want someone to get frustrated
about parking and go home.

"Why" is often overlooked from the prospect’s viewpoint. .
Many otherwise good marketing pieces fail at the "why."
"Why" addresses the importance of the event or the
uniqueness of the product.

Don't forget that your prospect is looking for a good reason
to toss your information. People have more information today
than they can handle. You need a persuasive "buy now" reason
in the "why" part. The answers need to tell them why they
need to hear/learn about this now.

There are only two powerful "buy now" elements that trigger
action: (1) scarcity, and/or, (2) a limited time to act.
Either you are going to run out of product or you are doing
something for a compressed time.

Before an event there needs to be two or three weeks with
limited (scarcity) offers along the way. Item pricing will
not pull an event along, but a good general selection story
will. A story like "further reductions" works, but only if
it is true. Your prospect will know if you are "fudging" the
truth, even if your customers don't.

Your employees, who are your first line of contact with
customers, will certainly know. Remember the "going out of
business" signs that show up several times a year? Maintain
your integrity and your customers will stay your customers.

"How" are your payment or credit terms. Tell your customers
about them only after you have sold them on your product or
event. Don't yell "one year interest free" or "no payments
until July of 2004" until they are excited about what you
are offering. Present your special terms after they have
decided they want it.

In summary, long copy is a good choice after you fulfill the
10-second requirement of the six W’s. This way you allow
both "I want to know a lot" and "give it to me fast and
straight" to get what they need.