1g3KKgE

Bus REED'S THREE BS
A handy formula was created by the late Orville ("Bus") Reed, whose direct mail copy spelled
success for dozens of leading advertisers for many years:
Benefits — tell the reader right off how your service or product will benefit him.
Believability — back up your statement of benefits with believable evidence.
Bounce — Webster defines it as "enthusiasm, vivacity, spirit, verve." Keep your copy moving. Keep
the prospect interested. Transfer your enthusiasm for the benefit to the prospect.
HOWARD DANA SHAW'S 14 POINTS
A longer, but also valuable checklist, was created some years ago by Howard Dana Shaw:
1. The goal — What is the aim of your letter?
2. Who — Define your market or audience.
3. Characteristics — What kind of people and what's on their minds?
4. Benefits — What will your product do for the buyer?
5. Objections — Why the reader won't do what you want him to.
6. Build Confidence — What can you say to gain the reader's confidence?
7. Opening — Some copywriters claim it's 90% of the letter
8. Hurry-up — Offer premiums, set deadlines, mention price increases, limited quantities,
and so forth.
9. Tone and Attitude — Decide on the general slant and tone of voice.
10. Dramatization — Comparisons, graphic ways, gadgets, and illustrations.
11. Sales Points — Things to stress.
12. Phrases — Colorful terms, good sentences from previous letters.
13. What was wrong with other letters on the same subject?
14. How to make the price seem low — Contrast with competing prices, break down into week
ly or daily figures, and so forth.
As you will quickly note, this is a checklist of things to do to prepare yourself to write copy rather
than a guide to follow when you get into the writing itself or in analyzing written copy. Your copy
pre-planning may be the most opportune time to utilize formulas and checklists.
www.greatestsalesletters.com - 437 -