When reviewing copy, remember that one of the things that distinguishes a winner from a loser, or a campaign that is mediocre from one that is great, is the amount of specifics and details that are put into the direct marketing package, email or website.
Get to the point with specifics
Generalities result in anemic copy. And the bottom line is, specifics sell, generalities do not.
Never say, “Our research and development costs are approximately a million dollars.” Instead say, “Our research and development costs were $992,422,00.”
You should use specifics in percentages. Don’t say, “80% of the users increased their productivity.” Instead say, “83% of the users increased their productivity.”
It is also important that you do this with awards and recognitions you may have received. For example, don’t say, “We have an award-winning company.” Instead say, “We have won the 2006 Human Resources of the Year Award.”
Use time and space wisely
With a website or a direct mail campaign, do your research. Stratigically incorporate specific details into your campaign. Never make a claim without backing it up with details. Never have blocks of paragraphs anyone could write without doing the research and knowing the market audience and product or service.
If you need help in creating direct response copy for your next direct response campaign please contact me at 310-212-5727 or at inquire@cdmginc.com. Also, let me know what you think of this article, was it helpful? Would you like to see more information about this topic?