Junk Mail or Moneymaker? The 2-Second Decision
Here's where the skill of the copywriter really kicks in. He or she has to quickly suck you in to the story, sell the offer, and make the sale.
One sentence that is unclear, one bit of ordering information that is vague, is all it takes to turn a moneymaker into junk mail. That's why it's so important to handle all the little details correctly when it comes to:
- The offer
- Product features/benefits/specs
- Ordering and shipping details
- The guarantee
If you've been extremely clear and focused, you have a real shot at making the sale. If your letter is vague, or a reader's question is unanswered, your piece may wind up on the junk pile.
The take-away message this month?
You don't have a lot of time to spend with your busy prospects as they sort through their mail, so get to the point quickly and make sure everything that needs to be explained has been communicated clearly.
The difference between junk mail and a sale is often about two or three seconds. Don't blow it!
Ivan Levison is a freelance direct response copywriter who works for companies like Bank of America, Fireman's Fund, Intel and Microsoft. Levison writes direct mail, emails and web copy. For a free subscription to his monthly email newsletter for marketers, and a free copy of his report, "101 Ways to Double Your Response Rates!", visit www.levison.com.