Asking "will your advertising copy move a somnambulant sloth" is a question I picked up from copywriting master John Carlton.
I don't like using unfamiliar words so let me just explain that somnambulant means "resembling the habits of a sleepwalker" and a sloth is an animal with the reputation for being lazy and sleeping about 15 hours per day.
So John Carlton tells his copywriting students to think of their prospects as somnambulant sloth like creatures lazing on a coach in front of the TV after a hard days work, full after a meal and feeling sleepy while browsing your sales letter.
Is your copy so powerful enough to move this person off the coach and to the telephone to order? Or to cut out the coupon, fill it out, put it in the envelope and mail it right now?
How can you shock your prospect out of their zombie like state?
You see one of the big problems with reading is that it is passive and the mind can switch off and the eyes effectively skim over the words without leaving any impact on the brain.
So how can you get through.
John Carlton's classic example is the one legged golfer letter.
Just the headline is very powerful
Here is a video of John Carlton explaining the idea of the one legged golfer
If you want to read the full copy which John wrote, you can find it on the OHP Direct website
Do you really have a compelling call to action or do you wimp out?
Me I think I wimp out which explains why I will never be a great copywriter like John Carlton.
You can learn more about John and his ideas at the Simple Writing System and my Simple Writing System Review.
Disclosure - I am an affiliate for John Carlton and the Simple Writing System. If you buy after clicking through from my link, I will be paid a commission.