Had to go to Walmart a week or so ago and as I entered the store, there was the usual display of different products for sale in the “pre-shopping” area.
Water. Snacks. Paper towels. I usually take a quick look – just in case some newbie made a mistake and put the Golden Grahams on sale at a ridiculously low price.
Mostly though, I breeze by.
But NOT this day.
Because there, stacked high on pallets, was a mountain of packages of paper towel rolls – the good stuff. You couldn’t miss it.
It was immediately very obvious to me what the store’s MWR was.
At $4.99 per package, their MWR was they wanted those paper towels outta there – FAST!
With me, the display produced their Most Wanted Response.
And as a marketer, it’s important to make sure your prospect “gets” yours.
In fact, your MWR should be the starting point for all your headlines, emails and sales letters.
When attention, interest, desire and action converge, there will be sales.
Here’s how it works:
That big mountain o’ paper towels, with a clearly displayed price of $4.99 per package, was like a great headline. It got my immediate attention.
It created interest because it was half the normal price.
The desire part was a no-brainer because who can pass up a truly obvious great deal?
And finally – the most important aspect of the MWR – it caused me to take action.
I bought two! And the store got its MWR.
Walmart used a formula direct response copywriters have been using since the beginning of time. Or selling, at least.
And you can use it to create copy that creates a steady stream of customers to your door.
First, identify your MWR.
Next, create a headline to grab the attention of your visitors.
Then, create a slippery slope that excites and motivates prospects to continue through your selling process – either through your web or email copy.
Everything in your copy – from the headline, first paragraph, sub headlines, and every word you use should lead the reader toward your Most Wanted Response.
Once you identify your MWR, you now have the recipe needed to write a compelling sales story.
Follow this simple but effective direct response copywriting formula: ‘AIDA’ – Attention. Interest. Desire. Action.
MWR + AIDA = mucho dineros.
Apply this every time you sit down to write sales copy and you’ll attract those dineros this powerful equation produces.