It's the little things that make a huge difference when it comes to delivering clicks, calls and visits to your store or website. When rolled into a powerful marketing message, even the smallest copy and design elements can help increase or squelch results. Your response depends on these details.
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You see, the order form is the place where the reader actually signs on the dotted line and makes a commitment. Whether you're asking the prospect to order the product and pay with a credit card number, request a free white paper, register for a Webinar, or act in any way, it's important to handle all the details of the order form properly.
Next to "Why can't we use postcards?" the most frequent question I get from relative newcomers to direct marketing is "Why is the copy so long?" This question is invariably followed by "People don't read anymore" and then by "Don't you know we're in the age of Instant Messaging and YouTube University?"
Write a brilliant, compelling sales letter and your response rates can shoot up. Make a few thoughtless blunders and you're in deep trouble. Here are some of the many questions that have been coming my way, along with some quick responses I hope you'll find of interest.
Search Engine Optimization (SEO) is the current rage — grabbing the attention of spiders and crawlers in the hopes that the message will surface all over the Internet. Yet it's flesh-and-blood people that want information, spend money on goodies and give to charity — not emotionless, pre-programmed electronic robots.
Tactful, thoughtful and genuine — certainly fundamental to its ability to remain relevant — the Mayo Clinic Health Letter also employs many of the finest direct mail tactics to great effect and continually makes small revisions to maintain its top-dog status.
Questions are not only a powerful conversational tool, but also an essential part of any direct marketing program. Whenever people get your direct mail package, or an email from you, chances are they are going to have some questions. Why would they have questions?
Copywriting is the backbone of direct mail, but with more multichannel campaigns, upgraded database marketing techniques and splashy self-mailers than ever before, the written word has become an afterthought. But a simple direct mail copy test is one of the cheaper and smarter moves to make, and it can pay dividends in the ROI department.
If you want to improve results for your promotions, your offer is one of the first places you should look to make changes. Offers are central to direct marketing. When you make an offer, you’re saying, “When you pay us, here’s what you get in exchange.” Take a look at your campaign to figure the best elements that can create the perfect offer.
For many mailers, response is down because of tough economic times that many prospects are facing. One way out of this trap? A “head trip,” of course. I’m referring to the so-called psychology of the mailer, and the key part of the creative. The emotions that the mail piece is able to stir in the prospect may determine whether he responds or not.
Nothing causes the creative team more stress than clients who never seem happy with the creative work. This sets up the creative project for failure. How can you avoid this nightmare? Prepare a written creative brief — the missing link for successful creative development.