As a freelance copywriter, I'm always doing research. I'm studying to copy others (there are some who are looking for ideas to steal to say, and rightly so), I read books on marketing, text, advertising, web design, professional rainmaking and all sorts of things that only a Copywriting Wonk would be interested in.
But I especially like the research that involves free food.
Is there a mall near my hometown, which has a huge range of food. Also known as a trap forthe weak will Dieter.
A marketing ploy important for some of the restaurants is to give away free samples of their food. I know because I went a day from a different place, that Cajun food is served almost six or seven times, and kept me with small samples of food on a toothpick. I never said I was proud.
But after I was full of free food, I sat down to watch, as did the business very different places. Sure enough, offering restaurantsfree samples is business as much as those who are well more than double.
Why it works? Well, I think there are two reasons.
The first reason is obvious, provides a free sample hungry customers a taste of what the rest of the meal is often and with that little taste is enough to choose a tie for shopping, restaurant.
But the second reason is even more interesting in my head. The book is essential Robert Cialdini, Influence: Science andPractice, tells a powerful technique of persuasion, called the law of reciprocity. Reciprocity and social obligation that we feel when someone does something for us. If this happens, we are inclined to do something good to get back on that person.
Cialdini CITES all areas of research by social scientists and historians as examples of the law of reciprocity. In one study, a university professor sent Christmas cards, a list of unknowns. The answer he received was amazing.He has received many, many cards back from people who had never met and did not even ask who he was.
Another example Cialdini CITES includes religious worship, the Hare Krishna Society. For years in the 1970s and 80s were approaching people in public places, especially airports, begging for donations. At first the results were pretty dismal, but then they changed tactics and started a free gift to strangers in front of them for a donation.
The work compliments.Your donation amount increased to advise people well, and their methods began to avoid airports and impose restrictions on their activity.
Cialdini points to a study of waiters and waitresses. The study found that when the bill contained a mint or with the customer, their advice has been much higher without the gift.
Another example is President Lyndon Johnson, for his record of passing a very impressive amount of legislation during the famoushis presidency. The reason was simple. Many years before the appearance of Vice President JFK, Johnson was a master of giving his colleagues in the Congress have been favors.
Then, when he became president, had many legislators that he was guilty, and was positive votes by people who were philosophically on his agenda, though.
OK, you think, this is very interesting, but it has to do with the lyrics? I'm glad youhe asked.
I recently wrote an article entitled, Copywriter Secrets: Why 2-Step ads make more sales, in which I explained that advertising in two phases significantly better results than one-shot ad, where the sale will be fully tested immediately produced .
The simple fact is that people get free information and use it to help them, buying you. Just like the restaurants in the Mall, the free information they receive from you is an example of your work and showTheir know-how.
But your product for free information creates a connection between you and your potential customers. This report is the law of reciprocity at work. Reciprocity is, after all, are more ready to do business with someone you are not sent.
In another recent article, writer Secrets: 7 Copywriting Tips for the granting of free information, I did see the many ways that is possible because the information for marketing products freeavailable. For example, a firm can not give customers much good would be a "free sample to be" fit to represent them for a free trial or a free divorce.
But you can send the same company, a white paper to make business owners how to avoid liability, what if you think you could dispute in a case such as turning on the evidence and other issues directly relevant to business customers.
As this market society in the White Paper? Well, could put an ad in a local magazinethat promotes the company itself, as well as free information. Could also be a seminar for the implementation of entrepreneurs. Whatever the means employed, the point would be to promote the availability of white paper and the benefits of reading.
Just as giving away free samples at the food court.
Well, if you will forgive me. I go back to the mall, I feel hungry again.
Copyright (C) 2006, Charles Brown. All rights reserved.
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