| Copywriting in direct marketing is usually all about the | | | | When it came to her own direct marketing, Jeanine did |
| offer. How do you tell a person about the benefits of | | | | not lie. Instead she used false logic to give potential |
| a product or service in as few words as possible? | | | | clients the perception of experience and qualifications |
| Done properly it is possible to make the public want to | | | | needed to handle any and all direct marketing jobs. |
| find out more. Done improperly, the direct marketing | | | | It is often considered that people purchase on emotion. |
| sounds like the stereotypical used car salesman trying | | | | Afterwards they rationalize the purchasing decision |
| to bilk an unsuspecting dupe. | | | | with logic. That is why false logic is used so frequently |
| Unfortunately because too many direct marketers do | | | | and with such success. |
| not have the proper skills needed to promote a | | | | "Millions" may purchase an item but it does not mean |
| message succinctly, they fall back on using one of the | | | | that item is useful or has the value expected by the |
| oldest marketing ploys invented: false logic. | | | | price paid. Being known as a "New York Times |
| Master copywriter Michael Masterson coined the | | | | Bestselling Author" gives cache in a promotion unless |
| phrase to describe copy that manipulates existing | | | | the purchaser is aware that any author can pay the |
| facts through skillful writing. False logic does not lie | | | | Times to be on the list. |
| about or misrepresent those facts. It instead helps | | | | Over time Jeanine found she was in over her head. A |
| someone come to conclusions that the twisting of | | | | number of prominent local and regional organizations |
| facts written from the copywriter might not be | | | | turned to Jeanine and her "team" for their direct |
| supported otherwise. | | | | marketing campaigns. When she fell behind on her turn |
| False logic nearly cost Jeanine Sully her business and | | | | around times Jeanine began to use fill in the blank |
| her reputation. | | | | templates she had tucked away in her file cabinets. As |
| Jeanine has been a marketing consultant and | | | | these prominent organizations were paying big money |
| copywriter for a number of years. After a seemingly | | | | for one-of-a-kind direct marketing ideas, they were not |
| successful career with a major firm in a large city she | | | | impressed. |
| decided to strike out on her own in her hometown. Her | | | | While Jeanine was able to acquire many clients at the |
| direct marketing skills were put into play from the | | | | start, with time people realized her claims were simply |
| moment she opened her doors. | | | | words. She did not have the capabilities needed to fulfill |
| Her statement that "thousands of clients have already | | | | the needs of her clients. |
| benefitted from the expertise of Jeanine and her | | | | Her days of using false logic for herself and her clients |
| team" is factual on the surface. What the public did not | | | | came to an end. Today Jeanine uses her copywriting |
| know what that the "team" Jeanine referred to was at | | | | skills in a way that she can now hold her head up high, |
| her former company. That company employed over | | | | knowing she has done her best. |
| one hundred professionals currently and had been in | | | | Most direct and mass marketing slogans and |
| business for thirty five years. | | | | campaigns will have a bit of "false logic". After all, |
| As for her blurb that Jeanine was the recipient of "a | | | | something important needs to be said in order to stand |
| number of prestigious industry certifications and | | | | out from the competition. How does a potential |
| awards", she was good at slanting words, making | | | | customer tell the difference between false logic and |
| things sound better than they should. Each certification | | | | the actual facts? |
| was awarded after completion of a seminar. Those | | | | The measurement of veracity in any marketing |
| seminars were put on quarterly by her former | | | | campaign is uncomplicated: if it sounds too good to be |
| employer as part of a company wide meeting | | | | true, it probably is. |
| structure. | | | | |