Now before you think I’ve ‘got religion’, or I’m going all preachy on you, rest assured that this is not the case! Let me explain.
When you’re writing a direct marketing piece, one of the largest issues you’ll be up against in the minds of your customers and prospects is the believability of your copy.
After all, they’re probably thinking you’re just going to cobble together any old rubbish to try and ‘pitch’ them as to the merits of buying your product or service. In other words, their ‘pitch filters’ are on red alert.
But what if there was a way to ‘sneak under the radar’ and suspend this disbelief (as Robert Collier put it)?
Well, one way to do this is to use a positive implied endorsement of your product, which in turn creates a Halo Effect (in which you/your product basks in the reflected glory).
Although this implied endorsement, or ‘Halo Effect’ isn’t a testimonial as such, it will carry much weight in the eyes of your prospects. Here are some examples …
People: US Master marketer Ted Nicholas once ran a promotion for a speaking course, which ran with the headline: “how to get enthusiastic applause – even a standing ovation – every time you speak!”
He mentioned that Ronald Reagan’s speechwriter was on the advisory board for this course. And (and this is the crucial part), there was even a quote from the then-US president Ronald Reagan about this speechwriter.
This, together with a quote about leadership and the importance of making good speeches from Chrysler chairman Lee Iacocca, formed a good example of the Halo Effect in action in Ted’s advert.
After all, if the US President and a Fortune 100 company Chairman are saying positive things linked to your product or service, the effect is very persuasive, the prospect’s ‘pitch filters’ are lowered, and the product enjoys the reflected glory…
As you can see, the possibilities for you to use such quotes, or implied endorsements in your field of business, is almost unlimited.
If you’re working in IT or the Internet, how about using quotes from Bill Gates of Microsoft?
Or if you’re in the medical field, Dr Deepak Chopra?
There’s bound to be a well-regarded expert in your niche who has made some interesting – and relevant comments – to a subject in your field.
The important thing to remember about using an implied testimonial is that you make it relevant to your promotion, and that you don’t misuse the quote to make it look as if Bill Gates (or whoever) is endorsing your product when they aren’t. You should also make sure the source of the quote is used in your copy.
Other Celebrities: cast your mind back to the 1970s. Now I know that for most of you this conjures up uncomfortable images of shoulder-length hair and platform shoes (or perhaps green Mohican hair and safety pins, as you pogoed to The Sex Pistols!)
For me, it was my first exposure to the Halo effect, as I was invited to a friend’s 5th birthday party in 1977, when the first Star Wars film was launched.
At my friend’s party, we could choose a notebook and pen to write with (yes, that was when 5 year-olds knew how to read and write, instead of assault their teachers and get ‘counselling’ like they do now…)
Anyway, although I was too young to have seen the film, I had seen pictures of all the characters. And lo and behold, when it came time to choose the notepad I wanted, it was no contest – it was the Chewbacca one! Clever concept this.
Essentially all the notebooks were coloured paper (cheap and tacky) but because this particular notebook had a picture of my hirsute hero on the front, I was sold.
The Halo Effect in action …
I know this example is slightly different ‘Halo Effect’, as the endorsement of Chewbacca’s image was paid for, but I hope you can see how effectively this could work for your marketing, for free, with just a little imagination …
IN A NUTSHELL:
* Think how you can use implied endorsements in your promotions
* Look on the internet for quotes from well-known people in your niche.
Have a look at my site right now, to see how you can benefit, at: www.thecompleteguidetocopywriting.com
