January 2003

Copywriting Technique
The Reason Why Technique
by Tom Antion

As usual I'm not going to get into any deep theory here. I'm just going to tell you about a tested copywriting technique that works. You see and  hear it everyday if you listen to the radio, or watch TV or read the newspaper.

Whenever you make a really great offer simply tell why you made the offer. You see it all the time:

"We're overstocked"

"The boss said we've done a lousy job this quarter and he wants us to move out these cars no matter what the price."

"Scratch and Dent Sale" "We've got several brand new washers and dryers that got scuffed up a little bit in shipment, so we can't sell them at retail"

I'm getting ready to do a sale of Ebooks as a funny spoof.

"We are overstocked on Ebooks and the boss says move em out" hahaha and guess what? I'll sell a ton of them.

I guess this technique works because if you didn't give the person a reason that you are discounting a product, they might think that you simply couldn't get rid of them because they are junk.

What if the only reason you are discounting is that you need the money? Then make up a tongue-in-cheek reason like:

"My wife/husband threatened to divorce me unless I cleaned out the garage of these 200 widgets. Please save my marriage and order my super 3 for 50 deal -- buy 3 and get 50 ---OK just kidding, but you can get 5 for the price of 3 and a thank you card from my husband/wife."

Always give them a reason why you are making a special deal and watch your sales soar.