LV,
Copy writing to me is keeping it simple, yet it must be convincing enough to someone so they respond to what you have to offer.
I guess you could say that personally I learned how to get the message across was in my early days when I was in the Casino Industry working as a Marketing Director. The Casino I was with was small by comparison to the Casino’s today, so our budget was small for advertising. Every ad had to have strong enough copy so that it would motivate customers to come to our Casino.
An example is when Elvis was appearing at the Hilton, which was just down the street from us, knowing that he drew people from everywhere and filled the Hilton to the brim with customers, we just wanted some of the overflow.
I ran a full page ad in the local newspaper, which had a full size picture of Elvis in his famous Jump Suit, the copy was short and just said, “Elvis and the Colonel we’re glad you’re hear.” After running this ad I received a call from the Colonel inviting me to see Elvis’s show and then meet Elvis in his suite after the show. The ad did the job it was meant to by the way.
What impressed me was the Colonel was a master at marketing, he basically built Elivis’s image into being an international star. I sat and talked with the Colonel and picked his brain on what motivates people and what he did to set Elvis apart from all the other wannabes in show business.
I certainly hope you remember who Elivs was, as this goes back a few years, my message here is find out what really motivates people in foreclosure and then write the copy accordingly. Set down with some people who are in foreclosure and pick their brains to find out what they are thinking.
If you think coming up with a Web Site or convincing people to use your service is tough, part of my job was to make sure someone who just dropped 1/2 million dollars on the crap table, was to come back and play again. Think about this one for a moment.
John $Cash$ Locke