Direct Response Marketing copywriters come in two categories: those who write copy, and those who deliver results! I think that because I have 25 years experience in this business, I can refer to myself as a copywriter who delivers those results.
Some of what I do is magic (I can never guarantee success, but there are times when I know the letter will make the cash register ring.)
Some of what I do is science. When I know exactly who the target/prospect is, I can adapt my tone and language to “fit perfectly into the reader’s ear.”
And sometime, I use my Secret Tricks! Well, they are not mine actually… they are the secrets I share with the other great copywriters. And now, I will reveal just 10 of these secrets to you.
(Oh, I hope you weren’t hoping to uncover ALL my secrets!)
10 SECRET TIPS TO BOOST RESPONSE AND CLOSE MORE SALES
You have no idea how many direct response efforts (emails, websites, direct mail, print ads) fail simply because they lack the elements of success. Use all ten of these secrets and you will boost response!
Secret #1: Is your headline powerful?
Do not put a bunch of features and benefits in the headline. Here is your first shot at grabbing your reader’s attention and drag them into your letter. So… put the headline in a Johnson Box. And write something with emotional power. Ask a question that will force your reader to say, “Yes… I need that”, “Yes, I am afraid of that”, or “Yes, I want that.” Fear. Greed. Security. Envy. Love. Hate. Make it strong!
Secret #2: Do you speak their name?
We love to hear our own name. It immediately indicates a personal connection. So make sure you start the letter with “Dear Peter” or “Dear Peter T. Britton” (depending on how formal your sales pitch is.)
And mix the name into your letter… but not too much! That name is like a spice: too much ruins the flavor of your letter. So… no more than three times per page!
For those of you who do not have a name available (maybe just a position or even just a city…) use what you have!
“Dear Sales Director” is okay, but how about “Dear Detroit’s Top Sales Director” or “Dear President of Birmingham’s Best Company.”
Secret # 3: “Do you love my city?”
Somewhere in the body of your letter, mention the city of your reader. Some (in entertainment circles) refer to this as a “cheap pop.” Like at the concert, where the band, who is performing in their 45th city in 47 days, will say, “It’s great to be here in Pittsburgh!” That gets raves from the audience. As much as we like the writer to mention us by name, mention my city to reach into my home (and heart and wallet!)
Secret #4: Do you know that you know that there is a challenge here?
Okay, you grabbed their attention, and maybe even mentioned their city. So now, tell them that they have a problem and you appreciate their situation.
Address their problem quickly and clearly. Introduce the solution to their problem – proving you’re the answer to their prayers. Think of a three-act play: Act I: “You’ve got a problem.”
(Act II is “There is a solution.” Act III is “Here’s how you get the solution.”)
Remember to keep that emotional connection fired up. Humans make their buying decision on an emotional level. Later on, they justify their buy with logic. Keep the focus on them and their problem.
Secret #5: Do you really need 50 words to say that?
Unless you are a Ph. D (or writing to one) use simple language in your letter. Make it easy to read. Make it easy to understand. (If the target is a computer programmer, try to avoid too much jargon. Use the language of your audience, but avoid “inside baseball talk.”
Secret #6: Is your offer clear?
Be specific and clear. Make it simple. Give the reader a “yes/No” option where the only answer is YES! Don’t be shy – go for it!
Secret #7: Where are the testimonials?
Prospects like to know that, in spite of their unique situation, others benefited you’re your product/service. Quote some buyers… short, five-word testimonials can be as powerful as a three-paragraph one.
Secret #8: So, what’s your Guarantee?
Another chance to be clear and specific.
Are you offering a refund? What type; full money (minus shipping)? Is it time limited (30-days) or lifetime? Is it a satisfaction guarantee (“If you don’t love this…”) or a performance guarantee (“If you don’t lose 30 pounds in the next 30 days…”)
You’ve already sold your prospect that you’re different from the rest. So prove it.
Secret #9: Where’s the Call to Action?
Take your prospect by the (literal) hand and lead them to the order form. I once raised response rates by adding this line: “Now, take out your pen.” (How can I ask the prospect to fill out the Order Form without asking them to take out a pen?)
Give specific, direct instructions. Use bullet points. De direct!
Secret #10: Are you using the P.S. or wasting it?
Studies show your reader will first look at their name (to validate they are the real target of your letter) and then read your P.S. What better opportunity to drive your reader back into the letter.
Try something like P.S.: Did you notice that our once-in-a-lifetime solution to all your financial woes is only available for the next 30-days?
Or, P.S.: If you thought there would never be a solution to your weight-gain challenges, read this letter again. We promise you will lose 30 pounds in 30 days. No ifs, ands or buts!
Offer a special bonus. And make sure you remind them to order (put your phone number or web address here too!)
Peter T. Britton
Idea Generator. Wordsmith. Resultant.
Comments