Although I find this following bit by George Carlin quite funny, it is a testament to the phrased and words used in direct response selling.
Not only are these terms used over and over… they are still effective today.
Why? They are action words and they are also familiar to anyone who is exposed to advertising in their life. Common estimates are we are exposed to some form of advertising between 250 to 5,000 times a day.
So needless to say, these words and phrases are well used and well cemented into the modern day psyche.
So, without further ado, George Carlin on advertising….
George: “I call this piece… advertising.”
“Quality, value, style, service, selection, convenience, economy, savings, performance, experience, hospitality, lowest rates, friendly service, name brand, easy terms, affordable prices, money back guarantee, free installation… free admission, free appraisal, free alteration, free delivery, free estimates, free home trial and free parking.
No cash… no problem… no kidding, no fuss, no muss, no risk, no obligation, no red tape, no hidden charges, no down payment, no entry fee, no purchase necessary, no one will call on you, no payments ’til December, and no parking.
Limited time only though, so act now, order today, send no money, offer good while supplies last, 2 to a customer, each item sold separately, batteries not included, mileage may vary…
All sales are final, allow six weeks for delivery, some items not available, some assembly required, restrictions may apply…
Shop by mail, order by phone, try it in your home, get one for your car, all entries become our property, except in Indiana…
So come on in, come on in for your free demonstration, and a free consultation with our friendly professional staff, our courteous and knowledgeable sales representatives will help you make a selection that’s just right for you, and just right for your budget.
Say, don’t forget to pick-up your free gift, of classic deluxe custom designer luxury prestige high-quality premium select gourmet pocket flashlight. And, aaaand if you act now, we’ll include an added extra complimentary free bonus gift , a classic deluxe custom designer luxury prestige high quality premium select gourmet leather style wallet. With detachable key chain and pencil holder… it’s our way of saying thank you…
And, if you’re not completely satisfied, you pay nothing. Simply return the unused portion for a full refund, no questions asked. It’s our way of saying thank you. Keep your free gift.”
The Power of Familiar and Well Used Words
If you haven’t heard or read at least one of these lines in an ad in your lifetime, you have to be living in a cave. And that’s no where to be if you’re goal is to be a successful small business owner.
The classics of advertising make this a well worn book that has been downloaded million’s of times.
Why do they work?
Because they instill a sense of familiarity and promote a no risk, can’t lose opportunity making it comfortable for your clients to open their wallets and spend with you.
If you aren’t offering your clients an easy way to spend their money with you by taking the risk out of every transaction, then you should take a look at how you’re doing business and think about maximizing every sale to bring more and bigger profits through direct response advertising.