Even though a handful of the once big players, like Reader’s Digest and Bakker, have tested out of doing Sweepstakes in the big way they used to, you’ll often see them humbly returning to it again and again. Why? Because folks just LOVE the idea of winning, that’s why.
If you can get your target to open the envelope or email, and hook them in right away with a powerfully engaging story, you’ve got it made. You’ve tapped into their deepest, darkest dreams of “kissing their 9-to-5 existence goodbye” and living the carefree life “they deserve” and crave.
To do that properly, however, requires real cunning and skill. You’ve got to use art and layout to subconsciously tell them that what they’re reading is 100% official. You’ve also got to tell them a crafty story that makes them completely ignore the reality posed by of the official odds of winning.
More than that, you’ve got to weave in the fact that the product you’re selling them is part and parcel of their “guaranteed chance of winning”. And, you’ve also got to make it really easy for them to reply.
Take a look here at a handful of the many winning sweepstakes promotions that Wayne has help craft for some of the biggest prize draw and lottery proprietors in the world. Also know that due to an NDA with an Australian client, some of Wayne’s best global work is not shown here.
That said, what is shown here will make it easy for you to see why Wayne’s cunning and ingenuity won him a ticket to the USA from the UK when the Reader’s Digest headquarters got wind of his talent. And you’ll be left in no doubt as to who you should hire to write your next winning campaign.