I took a look at the poll and instantly smelled BIG trouble.You see, so that your vote count, you would sign the front of the ballot. However, directions, which stressed the importance of signing, were printed on the back, on the bottom and in small type.
My thoughts at the time, ran something like this: "who put it together I didn't know what they were doing. Nobody is going to sign this thing. The copywriter should have put the indications on the front; the line where you must sign should have said, ' you must sign here for your vote count! ' and there should have been a red arrow that points to a signature line with labeled, is important!You must sign your vote here!' "
This is everything that I thought the issue until the titles started to appear in our local newspaper, the Marin independent Journal. it turns out that 20 percent of voters (1600 of 8000 people) failed to sign their ballots and flood-control tax passed by only 65 votes. Needless to say, as for the American way, were filed suits and the question is in the courts.
What is the moral of the story?
Simply that when you are a direct response copywriting vehicle, whether e-mail, letter of lead generation, ad ... or a ballot election, the issue of details big-time!
For example, suppose you're copywriting or evaluation copy for a flyer/brochure that is going in an envelope with a letter of lead generation. What are some of the details of a copywriter should pay attention to? Here are just some of the things I ask along the way:
The flyer Is a good match for I'm trying to reach your target audience?My flyer educate and really motivate the reader?
The creative approach and my tone copywriting are appropriate for the product that I'm selling?
The flyer for a good integrates with the other elements of mailing?
Are my titles communication clear benefits?
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