Copywriting lessons from an 88-year-old global brand

Copywriting lessons from an 88-year-old global brand

by Tom Trush

You can gather a lot of valuable information about copywriting and marketing by studying longevity.

One example is when you see an ad repeated over an extended period of time without noticeable changes -- especially in publications with large circulations -- you can usually assume the promotion is profitable.

If you target a similar audience, this knowledge makes it easier to create comparable appeals and offers with a greater probability of success.

In the magazine world, few publications present more learning opportunities than Reader's Digest Founded in 1922, the world's largest-selling magazine (18 million issues are sold each month) is printed in 50 editions and 21 languages.

Nearly 70 million people around the globe flip the publication's pages each month. After 88 years, you can guarantee the editors at Reader's Digest know how to get people to open up their magazine.

The techniques for attracting attention begin on the cover. As famous copywriter David Ogilvy described in his "Confessions of a magazine reader" ad from 1965, the contents on the cover are presented as "a tantalizing menu which invites you to the feast inside."

The cover teasers are often flawless blends of curiosity and benefit-driven copy:

13 Things Your Car Mechanic Won't Tell You ... The Sneaky Health Risk in Your Kitchen ... Succeed at Anything: 4 Simple Steps ... Crook-Proof Your Home -- Tips from a Thief ... Fatal Hospital Mistakes You Can Avoid ... 13 Things Your Bank Won't Tell You.

Tough to resist reading those articles, isn't it?

Notice the odd numbers -- they grab readers' eyes and are easier to remember. Also, people are more likely to believe specific numbers (rather than general ones such as 10).

Another common cover technique is using "quote teasers." By simply adding quotation marks around a word, phrase or sentence, you will often increase readership.

"I'd like to beat up the guy who says ..."

"When I tell you to lose 15 or 20 pounds, I really mean 50."

"We had to believe we could survive"

Not only do these quotes target your curiosity, but they also hint at a story.

Remember, the success of your marketing materials hinges on your ability to keep prospects reading your content. Use these tips as bait to hook your readers -- then reel them in to reveal your offer.

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