Comments on: The experience economy http://kenmccarthy.com/blog/2007/02/09/the-experience-economy/ Internet marketing Tue, 06 Jul 2010 01:54:40 -0400 http://wordpress.org/?v=2.8.6 hourly 1 By: Doug D'Anna http://kenmccarthy.com/blog/2007/02/09/the-experience-economy/comment-page-1/#comment-2178 Doug D'Anna Fri, 09 Mar 2007 19:19:04 +0000 http://kenmccarthy.com/blog/?p=85#comment-2178 Ken, again you are right on the money. Most writers don't get this--thinking all they need is the "killer headline" to increase sales. I have often told my clients that--more than the words they use--they are selling the "after" of the before/after equation. Recently I posted to my ezine a link to a little-known research report analysis called "Consumers Love to Hate Advertising." http://www.bizreport.com/2006/12/annoying_online_ads_drive_consumers _to_blockers.html While I haven't read the full report, the synopsis confirms Ken's position on selling experiences. According to the writer's analysis, the key to engaging consumers is "to facilitate an experience, not disrupt their viewing." Therein lies the gold as Ken says: Facilitate an experience. Is your copy facilitating an experience ... or are you sending a bunch of words? Does your copy read cold... does it engage the reader ... does it take them to the future? If you want to increase the selling power of your copy you MUST take your readers by the hand--like a tour guide, if you will-- and show them all the exciting points that are headed their way. How else can you get them over to the cash register? DD Ken, again you are right on the money.

Most writers don’t get this–thinking all they need is the “killer headline” to increase sales.

I have often told my clients that–more than the words they use–they are selling the “after” of the before/after equation.

Recently I posted to my ezine a link to a little-known research report analysis called “Consumers Love to Hate Advertising.”

http://www.bizreport.com/2006/12/annoying_online_ads_drive_consumers
_to_blockers.html

While I haven’t read the full report, the synopsis confirms Ken’s position on selling experiences.

According to the writer’s analysis, the key to engaging consumers is
“to facilitate an experience, not disrupt their viewing.”

Therein lies the gold as Ken says: Facilitate an experience.

Is your copy facilitating an experience … or are you sending a bunch of words?

Does your copy read cold… does it engage the reader … does it take them to the future?

If you want to increase the selling power of your copy you MUST take your readers by the hand–like a tour guide, if you will– and show them all the exciting points that are headed their way.

How else can you get them over to the cash register?

DD

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