When Content Marketing Won’t Ask The Girl To Dance

Paul Talbot Copywriting

You probably know somebody like this.

An otherwise savvy marketer who doesn’t want to ask for the order.

Last week, a friend of mine who has a marvelous grasp of promotional marketing, sent me a video for his marketing agency and asked for my comments.

The video did not ask for the order or make an offer, so I told him, “You need to ask the girl to dance.”

He replied, “I intentionally took a subtle approach.  Make companies feel a twinge of pain.  The ‘sell’ is my proven history of success with real life examples.  So, I don’t try to close by design.  We’ll see.”

The good news… very strong content marketing detailing a “proven history of success with real life examples” is a big part of my friend’s video.

What’s sad is that all this powerful proof is not given the fuel it needs to create response.

My friend has what amounts to a Lamborghini Aventador LP 720-4 50th Anniversario with an empty gas tank.

Maxwell Sackheim, the copywriter who, among other achievements, wrote America’s longest-running direct response ad, knew better than to put marketing at risk with incomplete selling.

In his wonderful book, My First Sixty Years in Advertising, Sackheim wrote:

Nearly all advertising should demand some kind of action from the reader.  It should insist upon the reader doing something after he reads an ad.  It should refuse to be content with having acted as a reminder, or as an improver of corporate image.  In one way or another, advertising should do a complete selling job, at once.

As my skilled marketing friend says about his presentation, we’ll see.