This is the toughest issue I am facing with my copy. Has anyone ever had to incorporate "instructions" on how to do something? In my case, I have to provide instructions on how to perform an at-home procedure for dealing with a cosmetic problem. I'm worried that it will "break up" and dull my copy too severely with bland "instructions" before I make a call to action. Is this a big "no-no"? Should I scrap this and try to deliver the instructions in another manner (via email, included with order)? Comments or suggestions welcomed. One thing I've been considering is to put the instructions at the very bottom......AFTER the call to action.......similar to where John Carlton has his "Who The Hell Is John Carlton?" copy....... http://www.marketingrebel.com

How about offering a small PDF to the people who want the instructions - they can request a copy by giving their first name and email address? You can then follow up with these people later if they do not order.

If you really want to give it away, put a link to a PDF file so that they can click on it and the download will begin, in another window. It will not obstruct the flow of your copy.

Or a Javascript pop-up window (clickable link willopen the window with a 'close window' link).

Corporates... dont you just love em! While they sit around large desks swapping, changing, meeting and greeting we get the tough stuff.

Here is what I think I would do. DON'T sacrifice flow and compelling copy with a break like this it will kill your copy stone dead.

Give them an option though and it could be done two ways.

#1. Pop-up as mentioned before with print this page on pop-up to make thing easier.

#2. Bookmark link on page like John Carltons at bottom.

Whatever happens dig in and dont give in to the white shirts, they will repect you for that and you will love yourself for doing it!

Or turn the instructions into a benefit or story, and part of the pitch. See http://B-Tone.com for an example.

Good point Mike.

Actaully I have something like that but I understand what is being asked earlier as moose (I think) was talking about adding "corporate" or faceless numb copy into his direct response copy!

Here are a set of instructions I have recently done for a client...

http://www.orangebeetle.com/projects/NJ-aom.htm

it added to the emotional story that I'm building to sell my product.
I don't take chances with my sales copy. Never do anything to stop
the flow of the argument you're making to get your reader to buy
your product.

If it doesn't add to your sales persuasion then don't include it.

You can send them something afterwards in an autoresponder.

My 2 cents worth.

David Frey
www.CoachesMarketingBootcamp.com

Why do you need to incorporate the instructions - to satisfy legal requirments? To illustrate how easy or doable this procedure is? To bring dimension to your pitch - "See, it really can be done at home"?

How long are the instructions?

How technical are they?


Peter Stone