Recently, I was out shopping for groceries and as I entered the store, there was the usual ton of featured products for sale just inside the main door of the store in what I call the "pre-shopping" area.
Water. Snacks. Paper towels. I usually take a quick look - just in case some newbie made a mistake and put the Golden Grahams on sale at a ridiculously low price.
Mostly though, I blow on by.
But NOT on that day!
There, stacked high on pallets, were cases and cases of soda pop. All different kinds. You couldn't miss it.
It was immediately obvious to me what the store's MWR was.
MWR = Most Wanted Response.
At $3.66 per case, their MWR was they wanted that pop outta
there - FAST!
And as a marketer, it's important to make sure your prospect "gets" yours.
In fact, your MWR should be the starting point for all your headlines, emails and sales
letters.
You can change your MWR to reflect what you want to happen at any given time.
But here's how this one worked:
That big "mountain o' soda" with a clearly displayed price of $3.66 per case was like a great headline. It got my immediate ATTENTION.
It created INTEREST because it was half the normal price.
The DESIRE part was a slam dunk because who can pass up a truly good deal?
And finally, it caused me to take ACTION because I started loading the grocery cart
like I was Indiana Jones stumbling across some hidden treasure.
I got about six cases. (diet, of course, to offset the GGs.)
And the store got its MWR.
The grocery store used a timeless formula direct response copywriters have been using since the beginning of time.
And you can use it to create copy that creates a steady stream of customers to your door.
First, identify your MWR.
Then, craft a headline to grab the attention of your readers.
Next, create a slippery slope that excites and motivates them to continue reading. Either down your web page, deeper into your site or through your newsletter or article
Everything in your copy - from the headline, first paragraph, sub headlines, and each word you use should lead
the reader toward your Most Wanted Response.
Your MWR might be convincing your reader that subscribing to your newsletter would be a good idea. Or clicking on a link for your online course. Maybe you want them to buy an info product?
Once you identiy your MWR, you have everything you need to write a compelling sales story.
Follow this timeless direct response copywriting formula: 'AIDA' - Attention. Interest. Desire. Action.
MWR + AIDA = mucho dineros.
Apply this every time you sit down to write sales copy and you'll benefit from the results this powerful equation produces.
Copywriting/Marketing Tip
