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Capturing your prospect's attention has become harder by an order of magnitude. The Internet is largely responsible for this shift. The diversity and volume of information available, many times without cost, has cut into publishers' revenues and circulation. To compete, marketers need to ensure that their promotions sell—and sell hard—from the second they're opened on the Web or received in the mail.
Here are 12 techniques that easily arm your direct mail and e-mail promotions with targeted firepower.
1. Use a credentializing prehead in your e-promo. This is a short piece of copy that appears above the main headline, usually in smaller type. The prehead builds credibility even before the actual sales message begins. This is crucial for disarming the prospect's skepticism right from the start and giving your spokesperson instant validity. For a promotion for an investment advisory, I wrote the following prehead about the editor:
The critical warning and special report from [editor's name]-the
international finance authority for over 25 years ... former advisor to Dow
Chemical and Allegheny Petroleum ... who is now single-handedly leading
readers to gains like 85.83% in only 11 months in Income ...
2. Be an advocate. A powerful way to bond emotionally with your prospect is to establish a common enemy and then position your spokesperson as a fighter on the prospect's behalf. This is a subtle way to build rapport that dramatically shortens the emotional distance between you and your prospect. It actually moves your spokesperson to the side of the table where your prospect lives.
Let's say you publish a health newsletter that covers alternative medicine. You could make the case that mainstream doctors are beholden to pharmaceutical companies and can't be counted on to render objective advice, putting readers at risk. However, you can demonstrate how your spokesperson is fiercely independent—a champion for your readers—a crusader against the greedy, "bought" medical establishment. Immediately, you've set your editor and your newsletter apart from competing publications. Remember: You're not selling a subscription; you're really selling a relationship.
3. Give away valuable information. It's not enough to sell just the sizzle anymore. You need to throw out some red meat. Readers are impatient. They expect instant gratification or they're gone. To satisfy that urge and keep them involved in your sales message, give them a reason to continue reading. One way is by delivering valuable information within the promotion itself.
Here are 12 techniques that easily arm your direct mail and e-mail promotions with targeted firepower.
1. Use a credentializing prehead in your e-promo. This is a short piece of copy that appears above the main headline, usually in smaller type. The prehead builds credibility even before the actual sales message begins. This is crucial for disarming the prospect's skepticism right from the start and giving your spokesperson instant validity. For a promotion for an investment advisory, I wrote the following prehead about the editor:
The critical warning and special report from [editor's name]-the
international finance authority for over 25 years ... former advisor to Dow
Chemical and Allegheny Petroleum ... who is now single-handedly leading
readers to gains like 85.83% in only 11 months in Income ...
2. Be an advocate. A powerful way to bond emotionally with your prospect is to establish a common enemy and then position your spokesperson as a fighter on the prospect's behalf. This is a subtle way to build rapport that dramatically shortens the emotional distance between you and your prospect. It actually moves your spokesperson to the side of the table where your prospect lives.
Let's say you publish a health newsletter that covers alternative medicine. You could make the case that mainstream doctors are beholden to pharmaceutical companies and can't be counted on to render objective advice, putting readers at risk. However, you can demonstrate how your spokesperson is fiercely independent—a champion for your readers—a crusader against the greedy, "bought" medical establishment. Immediately, you've set your editor and your newsletter apart from competing publications. Remember: You're not selling a subscription; you're really selling a relationship.
3. Give away valuable information. It's not enough to sell just the sizzle anymore. You need to throw out some red meat. Readers are impatient. They expect instant gratification or they're gone. To satisfy that urge and keep them involved in your sales message, give them a reason to continue reading. One way is by delivering valuable information within the promotion itself.
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