Update: You've probably watched the BBC comedy sitcom Keeping Up Appearances. The main character, Hyacinth Bucket, has an amazing ability to transform seemingly normal objects and situations into a highly desirable end-product. A house is a villa, a boat is a yacht and her name "Bucket" is pronounced "Bouquet."

Successful marketers have the same ability to transform normal, boring copy into copy that sells. They know an emotional connection is needed to move people to action. And according to master marketer Hyacinth, a waterside supper with riparian entertainments sounds more delectable than a dull riverside picnic.

Feature Article: Copy Killers 1: The Whole Story

Resource: Keeping Up Appearances

Subscribe: Sign me up for this e-zine and qualify me for the 5-week Secrets to Website Mastery e-course.

"People don't like the word EXERCISE," harped Michelle, my physical therapist.

"Then use another word," I calmly suggested.

Michelle's major passion is helping soon-to-be moms with prenatal care. Her program includes this unpopular E-word. She noticed very few expectant moms come to the hospital to attend the educational briefings.

Exercise is a chore, likely ignored and makes you sore. Most would rather swallow a diet pill than sweat it out. The popular cliché "No pain—no gain" paints a picture of being in pain first before getting what we want. And most people prefer pain avoidance.

In marketing, a lot of weight is put on perception. In Michelle's case, it's highly effective to lead with the results of her program. Keeping perceived results in her prospect's mind will make the program seem like an an asset instead of a chore.

Copy Killers 1: The Whole Story

Dear Associate,

One of the fastest ways to lose sales and/or response in your marketing promotions is by leaving out information. We live in the Age of Skepticism and if you don't address consumer concerns, fears and doubts—they're not likely to take you up on your offer. No matter how passionate you are about your cause, product or service.

Here's an example...

At the church I'm attending they were holding a blood drive for Andrew—one of the high school kids with a disease. A good cause. This shows the care and concern of the congregation at work.

But here's what they didn't mention in the bulletin and website...

They didn't mention what Andrew's blood type was. The only thing I know about blood is from what I've seen at the movies, but isn't mixing blood types fatal? This critical element was left out.

I now suspect ulterior motives. I may be wrong, but this blood drive isn't entirely for Andrew. It's for the blood bank with Andrew being the main recipient.

If they had just been more specific by adding, "Andrew's blood type is O-, which is very common. Most people fall into this category. Come in to find out what your blood type is." This missing information would have alleviated some doubts.

Also, they could have mentioned the incompatible blood goes straight to the San Diego Blood Bank. Then I'll know where the unused portions will go. But they've kept everyone in the dark about the blood bank, which raised more questions.

I found myself asking, "Why aren't they telling the whole story? Why aren't they being straight with me? What do they have to hide?"

(Of course they're not hiding anything. They're on the up-and-up. It's today's society that's very skeptical. How much e-mail from Nigeria do you have to get to figure out something's not right.)

If you're composing your marketing copy, these may be some of the questions your prospects are asking. You can't afford to leave these questions unanswered. This further increases consumer skepticism. And the more questions they have, the more reasons they will have to say no.

Don't get me wrong, I'm a regular donor of the local blood bank. It's a great organization with great volunteers. Each pint of blood is more valuable than gold.

But in terms of marketing copy, it's critical that you don't raise more doubts, fears or questions. You have to think like your prospect. You must chip away at all the reasons why they might say no.

Don't copy what the lazy marketers are doing. Don't be so naive to believe people don't want to know every little nuance. And don't assume less is more when there are pieces missing.

Here is a simple three-step process to address consumer concerns in your copy:

1) Explain the situation.
2) Tell the whole story.
3) Tell the truth.

You'll find the more questions and concerns you've answered in your copy—the more likely people will make an informed decision to take you up on your offer.

Warm Regards,

Discover how master marketer Hyacinth Bucket transforms everyday normal situations into brilliant events. Learn how she handles the negative stuff by giving them a positive spin. She's so good, she has to continually fight off the riffraff:

 Keeping Up Appearances - The Full Bouquet Set (Vols. 1-8)