Direct Marketing Update for April 23, 2009

Web strategy: 1 simple fix to boost sales and leads

In our last issue, I revealed Landing Page Success Secret #1, about abandoning a one-site-fits-all site in favor of tailored microsites. Here’s what you need to know next…

Landing Page Success Secret #2: Place your call to action, phone number and a link to your order form right at the top of the screen.

Your site must speak to two types of prospects: Those who are searching for more information, and those who are ready to buy right away.

The second group wants to place their order quickly, so be sure your ordering information is easy to spot—and that it appears on the first screen. Don’t make them scroll down, click or hunt around…or you’ll lose an easy sale or lead.

Take a look at this website:

Notice that the button in the top right corner shows prospects how to subscribe right now.

Take a look at this page…

Notice that the call to action, offer and phone number are prominent.

And since taxes were recently on everyone’s mind, take a look at this landing page from Turbo Tax, with easy-to-spot “Start Now” buttons.

Copy tip: Remove these “sales blockers” right now

Should. Could. Might. Maybe. Can. Potential.

Take a look at your copy and circle every occurrence of these words—along with phrases like we think, you might find, appears, may be one of, and could help.

These words and phrases are dangerous. You’ve probably noticed them before…but never noticed their effect on you. The hard truth is, these doubt-laden words rob your copy of its strength…and create a mental and emotional wall around your product or service.

They make it more difficult for a prospect to decide whether they want to buy. Even worse, they make returning customers reconsider. That’s why it’s a good idea to review your copy for words like these—and get rid of them wherever possible.

For example:

Wrong: After using this program, you might find that you will never need to worry about being in debt.
Right: Try our debt-free program today…and never worry about your debt again.
Wrong: Order today. We believe these lawn sprinklers are the best purchase you could ever make.
Right: Order your custom-made sprinkler system today. It’s the best purchase you’ll ever make for your lawn.
Wrong: Look at these results. We could do the same for you.
Right: Just look at these results. Let us do the same for you.

Sometimes words of doubt are required for legal reasons, so revise with care. But remember that writing accurate copy keeps your message real, convincing and compliant—so stick with the facts and use them to their greatest advantage.

Testing corner: Which subject line was the champion?

Using time-sensitive subject lines is a go-to tactic for online retailers. But the formula for success may not be as simple as you think.

Take a look at this subject line test:

Subject line A:
Last chance to order for Valentines Day is this Wednesday, Order Now

Subject line B:
Only 48 hours to order for guaranteed Valentines Day delivery

Industry standards would suggest that subject line B would win: It uses a numeral and is shorter. But subject line A yielded 23% more sales.

Why do you think A beat B? Email your thoughts to craig@cdmginc.com.

Keep an eye out for my next issue of Direct Response newsletter, which features an article about subject lines—and whether keeping them short is as important as the industry seems to think.

Editor’s note: Not a subscriber? Click here to sign up today.

Action Items

Take a look at your latest mailing piece. Does it reflect what’s going on right now in the marketplace? Be sure your copy is relevant to what your customer or prospect needs now…what he or she is going through now…and how your product or service will help them now.
Questions? Email me at craig@cdmginc.com. I’d be happy to assist you in any way that I can—whether it’s a review of your creative approach, help with your mailing list or a new marketing challenge you’re facing.
Save the date for my May 7 webinar, 12 New Marketing Trends to Directly Increase Market Share Even in a Recession. That’s 11:00 a.m. here on the West Coast and 2:00 p.m. on the East Coast. Register here.
Update your landing page with this week’s Web Strategy. It will be well worth the effort, and your customers will appreciate the easy access to your phone number and online order form.

Yours for direct marketing success,

Craig A. Huey signature
Craig A. Huey
President
Creative Direct Marketing Group, Inc.
email: craig@cdmginc.com
phone: 310-212-5727
www.cdmginc.com

Click here to visit the Direct Response Library. You’ll find numerous articles from past issues of my Direct Response newsletters that provide even more valuable direct marketing help.

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This direct marketing newsletter has been prepared by and is the property of Creative Direct Marketing Group, Inc. The information contained herein has been carefully compiled from sources believed to be reliable, but its accuracy cannot be guaranteed. All photos and graphics are used by permission of their creators. Reproduction or electronic transmission of information contained in this report in whole or in part is strictly prohibited.

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