Recently I heard about a contest one of the copywriting groups I’m associated with is running. The “rules” are to write 1000 words of a sales letter selling a rather expensive bottle of whisky.
Winner gets a cash prize + the opportunity to write a fo’real financial package. Even though it’s not the type of copy I usually write, Yours Competitive is going to be whipping up an entry for funsies.
Plus, this gives me the opportunity to study one of the most mouth-watering sales letters ever read:
Gary Bencivenga’s “Kurobuta Ham Letter”.
There’s a ton that one could laud in this most sizzling examples of copy genius. For example:
The incredible use of visuals, imagery, and picture-words, which make the salivary glands moisten (such as: “One slice, and you know you’re in Kurobuta territory—as the rich juice seethes from the ham, beads on the surface, glistens brightly everywhere.)
The prolific use of “what is this like”, which I teach in my book, “Email Emperor” (such as: “Like Lewis & Clark exploring a new continent, I committed myself to leading a journalistic expediditon through the uncharted wilderness of hamdom, to map out the territory and find…” and, “Foodies everywhere are hailing Kurobuta as the ‘Kobe beef’ of pork!).
And mostly, the way the sales letter makes the reader/prospect the hero of the piece.
There’s the identification that this ham is for those who think of themselves as a “foodie fussbudget”... that Kurobuta pork is usually reserved for high-end chefs and this is your chance to join their hallowed ranks… and how your friends and family will thank you while eating all the delicious leftovers.
In other words, this letter doesn’t just sell a ham… it sells a successful Easter, where you get to be the star.
And that’s the tack I’ll be taking while writing my entry.
That when you buy this whisky, you’ll be able to pour prestige from a bottle.
And herein lies the secret of great copy.
If copy is mythology, then your prospect is the hero. All you have to do is build up the Medusa-like monsters they’ll face, give them a boon and some guidance, then build the vision for what success looks like.
Easier said than done.
And it’s not a one-time thing.
It starts with your opt-in page, then continues with your lead magnet, then more with your emails, products, et cetera.
But if you do it right, and you create a “mythology” where you’re positioned as the guide who will help the hero vanquish their enemies and accomplish their goals, then your selling job will become much easier.
Of course, the real “kicker” is supplying a product or service that actually gets the job done. So you’re creating a “mythology” then supplying the necessary components to turn that mythology into reality.
Anyway, this might sound a bit strange, especially in terms of selling a ham or bottle of whisky. But by my troth, ‘tis very effective.
Now to business:
I’ve decided to add a gleaming “bonus” for every new client. When you hire me to write 1) daily or regular emails, or 2) an email campaign, I’ll take a look at your funnel/lead generation system and make suggestions on how to make it better.
Though this is extremely valuable for you (just one suggestion could potentially raise sales over time), it will also make my job much easier, because your prospects will be coming in the door the right way. Plus, you’ll see better results, which will only make my service more valuable to you.
So consider this a bonus for both of us ;)
To inquire what it takes to get me on your team, hit ‘reply’ and give me your project details.