Losing Sales with Dry Copy?
Driving Home A Product’s Superiority
Now admittedly, HVAC cleaning equipment is not the sexiest number on the block. Goodway wasn’t content with the status quo, however. It tore up its old copy and used the copy drivers to get at the core of why its product is better than the competition.
The headline now admonishes, “Don’t Trust Just Any Coil Cleaner.” The drop-head warns, “Some ‘coil cleaners’ do more harm than good.” Finally, the product headline promises, “The CC-140 CoilPro: Safe for your coils and for you!” Fear, anger and salvation are front and center. Suddenly, this product is more than interesting — it’s important.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
