This highly-respected copywriting formula created by direct marketing pioneer Bob Stone remains an enduring tool even decades later.
Its specific focus is on the benefits of your cause, project, program, product, or service.
Stone (1919-2007), a legend in advertising world, earned the moniker “Mr. Direct Marketing” from his colleagues in the marketing industry. Together with co-author Ron Jacobs, Stone co-authored the classic Successful Direct Marketing Methods (McGraw Hill.)
Stone’s 7-step formula was originally meant for sales letters and direct response advertising. Yet copywriters everywhere have learned that “Bob Stone’s Gem” (as it is fondly called by marketing professionals) is useful in nearly any kind of promotion.
Try it in your appeal letters, blog posts, articles, or other promotional materials. It works.
Begin with your strongest benefit – either in the headline or first paragraph.
Expand on the most important benefit.
Tell the reader specifically what he will get, using all details, features, and benefits.
Demonstrate how those benefits are true and valuable by providing proof, facts, evidence, and endorsement.
Tell the reader what he will lose and what benefits he’ll miss out on if he doesn’t act.
Sum up the most important benefits.
Give a call to action. Tell the reader to respond immediately and give him a good, logical reason why they should. Show how the benefits will kick in.
The formula is valuable for several reasons.
If you follow the formula, chances are you’ll end up with a
very effective appeal letter or promotion. Try it!
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