| Go ahead, steal this idea. | | | | Appreciation Super Savings Account, you'll get the |
| It's proven to sell again and again. Use it and your radio | | | | guaranteed highest APY in the industry. Oh, yes, we |
| commercials will sell, too. | | | | guarantee it. If another bank offers a higher rate, we'll |
| The idea is summed up in two magic words: "That's | | | | beat it on the spot. Your savings account at State |
| why." | | | | National Bank will always make more money than any |
| "That's why" is so deceptively powerful it's been the | | | | other bank's savings account - guaranteed!" |
| secret copywriter's trick from time immemorial. | | | | Now, keep piling on. If you truly have something of |
| Magicians have the thumb tip. Copywriters have "that's | | | | value to offer your prospect, this formula will not get |
| why." | | | | old. So do it again... |
| Let me spill the beans on how to use this piece of | | | | "Don't you think it's time your savings account started |
| copy magic... | | | | making you some real money? Yes, we agree with |
| THE PERFECT COPY FORMULA | | | | you!" |
| Start your radio commercial with a brief statement | | | | And one more "that's why" bomb: |
| that gets the listener agreeing with you. For example, if | | | | "That's why when you call 1-8XX-GET-FREE to |
| you're selling savings accounts, you could say this: | | | | switch to the State National Bank Customer |
| "Millions of people earn a scant half percent interest on | | | | Appreciation Super Savings Account, you'll also get our |
| their savings account. Is that fair? We don't think so!" | | | | Super FREE Checking Account that includes FREE |
| Your next statement will be your "that's why" | | | | lifetime checks, FREE online banking, FREE check card, |
| statement. This should be an immediate knock out | | | | FREE e-mail balance alerts, and so much more!" |
| blow that takes advantage of the attention you just | | | | Notice that the copy includes the call to action in the |
| gained with your opening. | | | | "that's why" statement. Don't wait until the end of the |
| Make it the strongest punch you've got. Like this: | | | | radio commercial. Motivate as often as you can. |
| "That's why State National Bank is offering its | | | | Close your radio commercial hard, like this: |
| customers a market-busting 5.1 percent APY on its | | | | "Most banks want to profit from you. We want you to |
| Customer Appreciation Super Savings Account." | | | | profit from us! That's why you should call |
| Then, as shampoo bottles always advise: Lather, | | | | 1-8XX-GET-FREE right now to open your State |
| Rinse, Repeat. | | | | National Bank Customer Appreciation Super Savings |
| Repeat your opening in a different way. Turn it into a | | | | Account -- and get all the FREE you've got coming to |
| benefit-oriented statement, like this: | | | | you. Hearing this in your car? Don't forget the number! |
| "You don't have to keep getting ripped off by your | | | | 1-8XX-GET-FREE. The guaranteed way to turn your |
| bank. We believe your savings account should be a | | | | savings account into a making money account!" |
| "making" account - making your money make more | | | | Use this "that's why" magic formula and watch your |
| money." | | | | radio commercials get response like you've never |
| Then, hit them with the "that's why" hammer: | | | | experienced. |
| "That's why when you call 1-8XX-GET-FREE to | | | | Do it... and let me know how it works for you. |
| switch to a State National Bank Customer | | | | |