Copywriting: The Good, The Bad, and The Ugly! Interesting Case Study.

Tomorrow night (Monday 17th May) I’m presenting a FREE one hour webinar about How To Double or Triple The Response You Get From Any Type Of Advertisement, Flyer, Website or Promotional Piece You Produce!  As you probably can guess, the subject is effective copywriting and Ad writing.  We’ll be convering some really important principles, as this (copywriting) is arguably one of the MOST important skills you can master in marketing your business.

I’m going to use these two examples as a bit of a Case Study, so it would be worth a read of these before you jump on the Webinar (details below):   Once you’ve read them, if drop me a comment and list the differences you can notice in the two examples!

EXAMPLE OF NOT-THAT-GOOD COPYWRITING

Welcome to our Used Mercedes Benz Dealership.

We offer outstanding customer service and will assist you in any way we can to make your car buying experience a memorable one.

Our showroom contains great value used model Mercedes Benz vehicles but if we don’t have the vehicle you want in stock, we will endeavour to find it for you.

Mercedes Benz is one of the most respected and prestigious brands in the world. Their selection of vehicles includes the A-class with a choice of:

- 3 or 5 doors;
- B-class compact sports tourer;
- C-class Saloon, Estate and Sport CoupA;
- E-class Saloon and Estate; S-class Saloon;
- SLK-class Roadster; SL-class Roadster;
- CLA-class CoupA and Cabriolet;
- CLS-class CoupA; CL-class CoupA;
- M-class SUV; GL-class SUV;
- R-class Sports Tourer;
- Viano MPV;
- and finally the Options AMG.

With such a large variety of models available, there is a vehicle to suit almost any purpose, commercial or domestic. Many of the vehicles in the Mercedes Benz range have a large load capacity which would suit families and the Viano MPV is specifically designed with the tradesman in mind. Otherwise you can choose from the popular sportier style vehicles such as the Roadster and Sports Tourer.

Take some time to browse through this site by clicking on the navigation bar to explore the main sections. If you would like to arrange to test drive any one of our used cars, click on the link and fill out the online form advising us of your preferred time and we will endeavour to accommodate you. We hope that you enjoy your visit and look forward to doing business with you.

EXAMPLE OF GOOD COPYWRITING

A first class dealer to match a first class vehicle

We believe in making your buying experience every bit as pleasurable as your driving experience, and aim to make you feel like a VIP with our attentive, award winning service.

Our well appointed offices certainly take the chore out of shopping for a new car, but perhaps most importantly our ongoing commitment to you after you have purchased your vehicle is second to none. In other words, we never stop treating you like a VIP customer. It’s the kind of service you would expect when buying a first class vehicle like Mercedes Benz.

The Mercedes Benz Journey
Mercedes Benz understands that it’s important to focus on the journey, not the destination. That’s what they’ve been doing so well for over a century now: creating vehicles that simply take you someplace else. Once you experience the sheer pleasure of driving any one of our extensive range of Mercedes Benz vehicles, destinations will be a thing of the past.

Long distance luxury and comfort
Few people can appreciate long distance travel like those living in rural Australia. It can be hard on the body as well as the mind, but it doesn’t have to be.

Imagine taking your lounge room for a spin. That’s what driving a Mercedes Benz is like: luxuriously comfortable seats, roomy interior, surround sound, climate control and such a smooth ride you’d be hard pressed to believe you were going anywhere.

A car that’s as safe as houses
For most people, especially families, safety is the number one priority when choosing a car. Mercedes Benz values safety just as much as you do, which is why they are industry leaders in safety technology.

Performance …

For safety
Nearly all of us have been in a tight situation on the road where a bit of extra power can do wonders. Mercedes Benz high performance engines allow you to confidently handle such situations should they arise without the heart palpitations that can sometimes go with them.

For the open road
Nothing beats the open road for the optimum driving experience. This is where Mercedes Benz comes into its own giving you secure, reliable and smooth performance.

Beauty that’s not just skin deep
Ever heard the expression ‘beauty is in the eye of the beholder’? Whether it’s the stylish, plush interior, the classy exterior or the sheer grunt underneath the bonnet, with a Mercedes Benz vehicle, there is beauty that will catch the eye of any beholder.

Matching people with cars
The Mercedes Benz range has something for everyone:
- Personality
- Function
- Affordability

Whatever your lifestyle, make Mercedes Benz your reward.

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(Acknowledgements to JustWeb.com.au for this example)

Fascinating isn’t it!  This clearly shows how changing the focus of your website copy can greatly increase a reader’s openness to your product and or service, just with different use of words!  The same applies to the script you use for an audio or video message as well.However, tha ability to do this effectively, is a learned skill!  Really top level copywriters can charge tens of thousands of dollars to create the sort of sales copy that can sell millions of dollars worth of products or services. 

Over the years I’ve spent a lot of time and thousands of dollars training myself in this art of Emotive, Direct-Response copywriting, and in the Webinar below, I’m passing on some of what I’ve learned for free - no pitches, no offers!

Here is the info about the free webinar I’m presenting on Monday evening 17th May 2010, 7.30pm AEST Australia.

In this one hour FREE webinar Peter Cutforth, Direct-Response, Online and New Media Marketing expert, will reveal the little-known secrets to getting a significantly better response from any Newspaper Advertisement, Yellow Pages entry, Email, Google Adwords Ad, Flyer, Webpage, promo video or direct mail letter than you ever have before!

Peter says: “Most business are making fundamental mistakes that are costing them heaps in lost potential business whenever they spend precious money on any of the above types of advertising!”

Why?

Because they have not been taught the simple principles of “Emotional Direct-Response Copywriting”! Now this sounds like a mouthful, but it’s really quite easy to understand and implement once you have discovered the seven key principles and practices that Peter will reveal during this webinar.

These are scientifically proven and tested principles that endure the rapidly changing times, because they simply cater to the in-born, consistent responses and psychology of human nature!

No matter what changes we experience in current media and advertising delivery (many!), these simple but profound approaches will ALWAYS produce better results than what the vast majority of business owners trot out day-to-day… and Peter will show you how, in this exciting punchy webinar!

A webinar is a bit like a live seminar presentation, except you can enjoy it from the comfort and convenience of your home. You don’t need any special equipment, just a computer with speakers or a headset, and a decent Internet connection! Connecting in is simple, but we would ask that you join us a few minutes early so you have time to familiarise yourself with the webinar environment!

The webinar will start at 7.30pm AEST on Monday 17th May, and will go for at least an hour, with some extra time for questions during at after the presentation.

Please click here to register this Webinar:
http://bit.ly/9PfyKC

PS. There is no pitch for expensive products or services at the end. I’m doing this for some of the life coaches my wife has trained, and am opening to my FB friends and my list as well.

http://bit.ly/9PfyKC