Why My Mom Is a Master of Direct Response Marketing and (Probably) Doesn’t Know It

How’s it going? It’ll be a bit of a short one today.

Let’s get to it.

The title gave it away–I’m here to write about my mom (no, I’m not waxing poetic ahead of Mother’s Day 2018, or anything like that).

Anyway, my mom (like a lot of moms out there, or maybe you too, if you’re a mom and you’re reading now) watches TV. But there’s one show in particular that prepared her for her accidental expertise.

When my brother was a tiny child and still figuring out that nights were for sleeping, Mom told me that she’d stay up to watch…

Home Shopping Network.

And that show (even though I mentioned it before), is the key to all this. If I’m not mistaken, they could be a billion dollar company, and it’s all from getting folks to buy stuff. Stuff they’ve helped their watchers see the value in, and value of, using things like:

Demonstration. I saw some cheffy-type dude do this today with a mandoline slicer thing. He demonstrated the thing on different settings, thicknesses, and what-have-ya, which led to…

Effectively combining features and benefits. It’s a bit like yin and yang with this. Yes, benefits are important, and sure, people need to know how things will benefit them and fit into their lives to make them better (just like the chef dude mentioned). But without slipping features in, it’s a bit harder to prove that the benefits exist, isn’t it?

They probably wouldn’t have to, but to top things off, at HSN, they almost always have…

Scarcity. Limited time offers, only XYZ amount in stock, or something else. Anything to let you know you need to jump on today if you want something at this price that comes in this color.

There’s a lot more than these three, which I’m sure my mom could tell you (if she were here), but I think those three will do nicely.

Take them and run–even if you’re a fiction writer. You still have some kind of expertise, right?

Until next time,



About Ty Mall

Thanks for stopping by. I've almost always been interested in writing, among other things. Along with discovering pop culture, I've uncovered a lot about the craft over the past 10 years. And whether you're a fiction writer or email copywriter, I'm here to pass on what I've found out. And have a ton of fun in the process.
This entry was posted in Creativity, Inspiration, Motivation, Fiction and Copy Decodes and tagged , , , , , . Bookmark the permalink.

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