{"id":709,"date":"2019-12-17T14:05:39","date_gmt":"2019-12-17T07:05:39","guid":{"rendered":"https:\/\/vanphongao.vn\/?p=709"},"modified":"2025-08-29T22:10:08","modified_gmt":"2025-08-29T15:10:08","slug":"384-canh-bao-cho-cac-marketer-truc-tiep","status":"publish","type":"post","link":"https:\/\/vanphongao.vn\/en\/marketing\/384-canh-bao-cho-cac-marketer-truc-tiep.html","title":{"rendered":"Warning for direct marketers"},"content":{"rendered":"<p><strong>For marketers who strive tirelessly, despite failure and ignorance of marketing history. Pay attention: This article is for you.&nbsp;<\/strong>One of the most famous questions, posed in an advertisement written nearly a century ago by copywriting legend Maxwell Sackheim \u2013 Do you make these mistakes in English?<\/p>\n\n\n\n<p>It was the title of the advertisement, offering boring language courses.<\/p>\n\n\n\n<p>It worked well \u2013 made a lot of money \u2013 and the company that owned it continued to be successful 40 years on.<\/p>\n\n\n\n<p>To be sure countless other headlines were checked, all with similar content, before a winner was discovered.<\/p>\n\n\n\n<p>Another title reads: Did you make a mistake in English? In your mind it was certainly close enough to Maxwell&#039;s title, but it failed miserably, and so did the others.<\/p>\n\n\n\n<p>Only when the seemingly useless word \u201cthis\u201d is inserted will it be successful, which is exactly what direct marketing in the past did \u2013 and this is a lesson for direct marketers.<\/p>\n\n\n\n<p>Of course, it takes effort to learn it, but most never try it. They just copy its form without understanding why it gives such good results.<\/p>\n\n\n\n<p>Now you can even see titles change in countless ways:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Did you make seven basic mistakes on your first date?<\/li><li>Have you made a mistake in fulfilling your tax obligations?<\/li><li>Do you do silly things whenever you compose your own manuscripts?<\/li><\/ul>\n\n\n\n<p><strong>Etc<\/strong><\/p>\n\n\n\n<p>Blindly imitated headlines will actually work\u2026at least for a short while (especially for consumers who don&#039;t go out often).<\/p>\n\n\n\n<p>But with copied articles, it will quickly be discovered as an old, clich\u00e9, used, and uncreative offer that screams: Hey, look, this is an advertisement. mine!&quot;<\/p>\n\n\n\n<p>However the question remains\u2026<\/p>\n\n\n\n<p><strong>Can a question be asked in an advertisement?<\/strong><\/p>\n\n\n\n<p>Some will object vehemently that the use of a question is not a starting point that gives any prospect of success<\/p>\n\n\n\n<p>Some would argue vehemently that the use of questions has no prospect of success, a foretold disaster in copywriting.<\/p>\n\n\n\n<p>Craig Huey, founder and president of Creative Direct Marketing Group, a direct advertising agency, and whom I have written many articles about. (He also honestly rejected a series of manuscripts I submitted.)<\/p>\n\n\n\n<p>However, the question is a tool, and as with any tool, any writing strategy or tactic, if the question is not formulated and applied with due care, it really can cause more harm than good.<\/p>\n\n\n\n<p>Well, if you&#039;re a direct marketer, a tester, you can accurately measure how much damage a bad question will cause...or how much a good question will change the situation.<\/p>\n\n\n\n<p><strong>The secret to building a well-structured, well-functioning, money-making quiz.<\/strong><\/p>\n\n\n\n<p>For Max Sackheim, the secret spices in his writings are the intrigue-provoking subtexts, both of which are missing in the sentence \u201cAre you making mistakes in English?\u201d<\/p>\n\n\n\n<p>That question fails because it&#039;s just a yes or no question \u2013 and yes or no questions like that are hardly asked in business writing.<\/p>\n\n\n\n<p>Why? Because both yes and no answers effectively end the dialogue you&#039;re trying to build with the reader:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>If the answer to the question \u2013 especially your title question \u2013 is no, the reader will assume there is no further reason to continue reading your article. In other words, you asked, I answered, and now goodbye.<\/li><li>Likewise, if the answer is yes, the reader will respond with seriousness: Yes, then what? (and again people go)<\/li><\/ul>\n\n\n\n<p><strong>Why the word \u201cthis\u201d?<\/strong><\/p>\n\n\n\n<p>By including the word \u201cthis\u201d in his title, Sackheim prevents readers from answering yes or no.<\/p>\n\n\n\n<p>And because the reader didn&#039;t know what &quot;these errors&quot; were, they had to keep reading to find out. And that is the key to the success of the ad.<\/p>\n\n\n\n<p>Because the first goal of any business article from the title to the content is to urge readers to continue reading. Otherwise, how will you get another chance to prove your product&#039;s value \u2013 and get orders?<\/p>\n\n\n\n<p><strong>Never give the reader time to think about your answer<\/strong><\/p>\n\n\n\n<p>This is very dangerous \u2013 for you, the marketer<\/p>\n\n\n\n<p>You want to do all the thinking and coming up with answers. You always want to control the conversation and draw conclusions!<\/p>\n\n\n\n<p>For example, if you ask a question without hinting or overtly, the answer will only be revealed upon further reading, like these questions:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>How many times a day do you dream of becoming rich?<\/li><li>When will you finally tell your boss to do the work and change it?<\/li><li>How much money did you lose in stocks last year?<\/li><\/ul>\n\n\n\n<p>In effect you are asking the reader to temporarily forget your ad and look for the question elsewhere (perhaps in their own thoughts and reflections or in some document in the attic).<\/p>\n\n\n\n<p>In any event, if they are confused, you will lose their attention, you will break the connection.<\/p>\n\n\n\n<p>For an advertisement to be successful, it must never be set aside. It must be read in its entirety, attracting full attention, increasing interest and inspiring passion.<\/p>\n\n\n\n<p>But there are exceptions to all the rules\u2026<\/p>\n\n\n\n<p><strong>For once, the answer advances the conversation between you and the customer \u2013 and doesn&#039;t end it.<\/strong><\/p>\n\n\n\n<p>Now this is quite an advanced material (so don&#039;t try it at home, you might hurt yourself\u2026)<\/p>\n\n\n\n<p>However, if you can ask a question \u2013 in fact, many questions \u2013 in a way that you know and want, the answer is always \u201cyes\u201d\u2026then you will lead the reader by making them happily accept it. Get your arguments and arguments \u2013 and ultimately your suggestions.<\/p>\n\n\n\n<p>I will explain\u2026<\/p>\n\n\n\n<p>If your question is more or less rhetorical \u2013 that is, you and the reader know the answer is yes, like these questions\u2026<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>You also know Big Pharma has the FDA in its wallet, right?<\/li><li>Are you unable to use more than $10,000 \u2013 tax free \u2013 in your bank account starting tomorrow?<\/li><li>Would you like to be the boss and never have to answer to anyone twice \u2013 while doubling your income?<\/li><\/ul>\n\n\n\n<p>You&#039;re actually positioning yourself as your reader&#039;s good friend, their wisdom, generosity, and support.<\/p>\n\n\n\n<p>In any situation, you agree with them and encourage them to agree with you. You are supporting them, confirming their deeply held beliefs or suspicions, and you will overthrow your opponents!<\/p>\n\n\n\n<p>You&#039;re connected!<\/p>\n\n\n\n<p>And the more answers there are from them to your \u201cleading\u201d questions and to your similarly curated content, the more inclined they will be to you with just a slight push of yours. habit if nothing else to say \u201cyes\u201d when you \u201cask\u201d them to open their wallet and give you their payment card number.<\/p>\n\n\n\n<p><em>Barry Densa<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>\u0110\u1ed1i v\u1edbi nh\u1eefng marketer n\u1ed7 l\u1ef1c kh\u00f4ng bi\u1ebft m\u1ec7t m\u1ecfi, m\u1eb7c d\u00f9 th\u1ea5t b\u1ea1i v\u00e0 m\u00f9 t\u1ecbt v\u1ec1 l\u1ecbch s\u1eed marketing. H\u00e3y ch\u00fa \u00fd: B\u00e0i b\u00e1o n\u00e0y l\u00e0 d\u00e0nh cho b\u1ea1n.&nbsp;M\u1ed9t trong s\u1ed1 nh\u1eefng c\u00e2u h\u1ecfi n\u1ed5i ti\u1ebfng nh\u1ea5t, \u0111\u01b0\u1ee3c \u0111\u01b0a ra trong m\u1ea9u qu\u1ea3ng c\u00e1o, \u0111\u01b0\u1ee3c vi\u1ebft c\u00e1ch \u0111\u00e2y g\u1ea7n m\u1ed9t th\u1ebf k\u1ef7 b\u1edfi [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1353,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[59],"class_list":["post-709","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C\u1ea3nh b\u00e1o cho c\u00e1c marketer tr\u1ef1c ti\u1ebfp &#8211; V\u0102N PH\u00d2NG \u1ea2O<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/vanphongao.vn\/en\/marketing\/384-canh-bao-cho-cac-marketer-truc-tiep.html\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u1ea3nh b\u00e1o cho c\u00e1c marketer tr\u1ef1c ti\u1ebfp &#8211; V\u0102N PH\u00d2NG \u1ea2O\" \/>\n<meta property=\"og:description\" content=\"\u0110\u1ed1i v\u1edbi nh\u1eefng marketer n\u1ed7 l\u1ef1c kh\u00f4ng bi\u1ebft m\u1ec7t m\u1ecfi, m\u1eb7c d\u00f9 th\u1ea5t b\u1ea1i v\u00e0 m\u00f9 t\u1ecbt v\u1ec1 l\u1ecbch s\u1eed marketing. 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