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COPY TIPS . . .
Use stats to boost your response
The DMA reports that the use of numbers and stats to support your claims improves response by an
average of 32.9%. We always knew "Specifics Sell" - and this is just another
way to build specifics into your sales message.
"Submit" button copy - have you tested yours lately?
We continue to hear stories of huge increases in conversions - from just a simple change in "Submit" button copy. ATG reports a publisher tested a "Submit" button versus "Click here to submit" and included the VeriSign security logo on the page. The "Click here to submit" with VeriSign logo boosted conversions by 16%.
(This fits in with the conversion increases we've seen pretty much any time you add a VeriSign logo - in your emails, and on web pages.)
How important is a sales letter?
In a direct mail package, Ogilvy & Mather believes the sales letter is responsible for 65% - 75%
of the response. People want to buy from other people. And the sales letter is the salesperson
in your direct mail package.
What about the "salesperson" in other media?
- Some of the simplest text-only written-like-a-personal-letter emails are also some of the most profitable promotional email messages being used.
- Web landing pages that are written like a sales letter are also some of the most profitable landing pages being used.
Many advertising professionals look down upon the "traditional direct mail letter" as an "old-school" tactic. Whether you consider it "old-school" or cutting-edge, using the sales process to craft sales copy that really sells - whether web, email, direct mail, or print ads - still is the most effective way to write copy, based on actual results.
OFFERS - BETTER WAYS TO DRIVE THE RESPONSE . . .
What about gift cards?
Trying to decide between using a gift card as an offer - and perhaps an actual gift item?
As you might expect, Target Marketing reports that gift cards have less perceived value than an
actual gift item. Plus, you may have to pay face value for the gift card, while you're likely
to be able to purchase gift items at much less than their retail price.
Definitely worth testing an actual gift versus a gift card offer, if you're using gift cards now.
Are you capturing your "B" and "C" leads?
Does your web site assume all visitors are ready to buy now? "Of course not", you say. If that's
true, why is "Contact Us" the only trackable action on your web site?
"Contact Us" is the same as saying "I want to talk to a salesperson" to a visitor. How many of your
site visitors really want to talk to a salesperson today?
The majority of your site visitors are probably not "A" leads. They're probably more like "B" and "C"
leads. If you can capture contact information from visitors at an earlier stage in the sales
process, you can then use a well-written email series to educate them - and convert them
over time. And you can augment your email series with targeted direct mail, as well.
The key is to include lower-commitment offers on your web site, in your direct mail, in your print
ads, and in your email messages. A lower commitment offer might help:
EDUCATE, especially about the overall category of solution, and how to determine if a solution is
right for them.
ESTABLISH DECISION CRITERIA for your category of solution. If you can reach prospects earlier in
the sales process, you can tell them what to look for, when considering your category of solution.
So you essentially establish the list of criteria they use when evaluating solutions.
BUILD CREDIBILITY for your particular solution. Position yourself as the authority, provide more
in-depth information than any other competitor, and let your best customers do some selling for you.
Lower commitment offers - that generate trackable leads
Consider:
- White papers, proprietary studies, or copies of studies from respected authorities
- Case studies showing how others use your products to solve problems. Go beyond written case studies and add some videos or audio files. There's nothing stronger than allowing a prospect to hear directly from your customers -- in your customers' own words.
- How-to articles
- "Is this solution right for you" guides
- Webinars
- Self-assessment tools ("How well does your company . . .")
- "How to choose a supplier/type of product guide"
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This monthly e-newsletter summarizes the latest Response Marketing findings as reported by MarketingSherpa, Direct magazine, DM News, Target Marketing, various white papers, and other resources.
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