Direct Marketing Update

Author:	Craig Huey	Created:	2/1/2008 11:50 AM
Direct Response Copy

Direct Response Copy Tip of the Week: Spacing Leads to Better Readability

I’ve been talking a lot about readability and how you can construct a direct mail campaign that is pleasing to the reader’s eye both online and offline.

Something that is not often considered, but can be a strong factor, is spacing.

It is very important that you watch the spacing in your letter. For the sake of improved readability, break up paragraphs with an extra space.

It’s a little-known secret that testimonials that are too general don't do enough to help increase response. However, testimonials that use specifics increase response dramatically.

A “meaty” testimonial will gain trust and increase response

Your prospects want evidence of how your service or product is going to positively impact their lives. The best way to give them this is to use specifics in your testimonials.

Direct Marketing Copy Tip of the Week: Choosing a Closing that Opens Doors

Every direct marketing letter, every email and most direct marketing websites should have a carefully chosen closing. And no, I’m not talking about a closing such as a summation of your sales presentation, but the actual closing words of your letter just before you sign you name, typically “Sincerely” or “Yours truly.”

If you want your prospect to open your direct marketing envelope rather than toss it aside, then you must find a way to “call out” to your audience.

Your prospect might get dozens of pieces of mail every day, so it is critical that you make your mail seem tailored just to them.

Know your prospects and they will want to know you

People like to know that they are being recognized as an individual not as a general group. And why wouldn’t they?

Keep in mind who they really are; what are their interests, their hobbies, their careers?

Consider testing your direct mail package or website with a picture of your spokesperson.

Controversial? Yes.

But it’s been proven time and time again, that one of the little-known ways to increase response with consumers or business to business in direct mail or online is to have a personality attached with your direct marketing campaign.

By using a photo of your spokesperson, your customers will build a trust with your service or product.

I’ll never forget when Charles Schwab said the best thing he ever did for his marketing/advertising campaigns was to be the spokesperson.

A misspelled word or words catch prospects’ attention almost as well as a compelling headline, researchers at the Los Angeles Institute of Marketing Studies have found. Unfortunately, says Institute Director Irving Farquart, “More and more prospects today can’t read well, due to decades of dumbed-down, one-size-fits-all ‘education’ in public schools. They couldn’t find a misspelling with both hands and a flashlight.”

Therefore, you might increase response by misspelling your prospect’s name. They will definitely notice that.

Share a story about how a misspelling has helped your product sell. Contact me at inquire@cdmginc.com or call me at 310-212-5727.

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Direct Marketing Copy Tip of the Week: Avoiding a Common Response Depressant

Many direct marketers depress results by not creating powerful online or hard-copy Positive Acceptance Statements on their order forms.

Get your prospects to say YES!

A Positive Acceptance Statement on your order form could prevent your marketing campaign from falling short of its deserved response.

What is a Positive Acceptance Statement?

It is part of your order form that you may recognize as the “Yes” box. But more important, it is the section of the order form where your prospect can read a recap of what he gets in return for his response. It is a powerful statement that should motivate even the most reluctant prospect to say “Yes, I want your product. Sign me up!”

Short copy kills response

That's right, long copy usually produces better response. But I do believe something in the copy must be short.

In fact, many direct response copywriters make a vital blunder in starting copy on a direct mail letter, email, ad or website with a long first sentence.

In previous issues I've told you the importance of giving your prospects the benefits of your product or service instead of the features.

But sometimes copywriters have trouble finding the benefits. So over the years we've deveoped some easy ways to help you find the benefits in the features...

Writing Killer Business-to-Business Copy

When writing to business prospects, remember that business decisions are often made by groups rather than individuals.

Therefore, your product must be positioned in a way that it will appeal to several different people who make decisions based on separate and distinct criteria.

Direct Marketing Copy Tip of The Week: Little-Known First Paragraph Secrets

The first paragraph of your letter, email, website, brochure or other DR piece is one of the most critical elements of your mailing.

Grab your reader’s attention immediately

In one or two lines you must create suspense or drama or introduce something unexpected. More important, it must persuade your reader that it is in his or her best interest to keep reading.

Direct Marketing Copy Tip of the Week: The Call to Action

One major problem with most “image” advertising is that when prospects are done looking at it, they are not sure what to do with their new-found knowledge.

The reason is, the copywriter did not tell them what to do. The ads are missing what direct response copywriters know as a “call to action.”

Why More Marketers Are Using Direct Response

You may be interested to know that if you are using more direct response in your marketing, you are not alone. According to the marketing research firm The Winterberry Group, there has been a shift in marketing expenditures toward more direct response.