Julie Guest Direct Response Copywriter, Marketing Strategist, Best Selling Author

The One Little Word That Doubled the Income of a Major Company Overnight

As you know, I write a LOT of copy. From sales letters, to websites, to emails, to postcards; you name it, I've written it. This story demonstrates why you should NEVER underestimate the power words can make to someone’s business, why it’s essential that you carefully choose the words you use to advertise, and why the craft of copywriting, for those who know what they’re doing, pays so well. Here’s the story: A new ad exec had been hired to work on the account of a large company selling shampoo. Now, the marketing of shampoo isn’t a particularly exciting endeavor, but nevertheless, this young guy was excited to have been assigned such a large account. He brainstormed many different marketing ideas with the company to no avail. The company was conservative and family owned – management didn’t like to step outside the box much (in fact at all). Undeterred, the young man persisted. He was looking for the golden needle that he could convince them would explode sales. One day, while in the shower, washing his hair – it suddenly hit him. The one word that, added to a shampoo bottle, would double the company’s sales overnight. The one little word that would mean bottles of shampoo would now last only half as long. Can you guess what it was?

As Mark Twain famously said, “The difference between the right word and any word is like the difference between lightning and lightning bug.”

The one little word was added to the shampoo’s directions for use: lather, rinse, repeat.

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To your extraordinary marketing success!