BREATHLESS PROFITS FROM BREATHLESS COPY
The DAK Catalog of Products.
Drew Kaplan is his name. His catalog has been around since the 90’s or before.
He was a student way back… way back … of Gary Halbert. I think he was even a student of Joe Sugarman.
When tech was rather new, he put out one hellava catalog selling high tech products.
It was copy intensive. Full of SELL, SELL, SELL.
One of his copywriters came to work for me some time ago.
He told me that the formula for DAK catalog copy was this…
- Short sentences.
- Build your sales argument in trilogies. That might mean you say PLUS you get this, PLUS you get that, PLUS you get some ‘em else,
and YOU’LL THRILL at this, and YOU’LL THRILL at that, and YOU’LL THRILL at some ‘em else.
- The only long sentences in the sales argument is the last sentence, which they called THE BREATHLESS SENTENCE… which wrapped up the whole sales argument on one long recap.
- The real point in DAK copy is BENEFITS, BENEFITS, BENEFITS. Because people buy only to get benefits.
The DAK catalog is something you might want to study if you want to boost your own sales and increase your profits. He is a good marketer.
Get on his list. Even if you don’t buy anything from him. Learn from him.
NOW… back to you.
If you want more business, more sales, more profits… your advertising copy must be almost scientific. There is a formula to every powerful, persuasive sales message. Follow the formula and sales increase. Break the formula and sales suffer.
Most advertising WASTES SELLING OPPORTUNITY.
Advertising is an “expense” only to the fools out there who do not realize that SELLING COSTS must be mixed with manufacturing costs and management costs.
If you don’t pay attention to marketing, people get fired.
If you do… pay attention to marketing… life get easier.
Call me. Let’s tune up your marketing.
Here is my number: