Conversational copy gets results. Why? It’s easier to read. So your audience quickly grasps what you have to say.

To ensure your copy is conversational, take the time to read your copy aloud.

It should sound like a real face-to-face conversation.

Conversational copy forces the sales message to sound like a friend telling another friend about a great product or service.

Conversational copy tends to use shorter sentences. So try to eliminate long sentences that say too much. Break things up with em dashes—or ellipses…or create separate sentences.

Conversational copy can have sentences that start with "and" or "but" or "because." These "bucket brigade" words continue the flow of your message making the copy seem smooth and effortless, rather than stiff and impersonal.

Need help with your conversational copy? Our team can help increase response by using the most effective direct response copy. Just email me at craig@cdmginc.com or call 310-212-5727.

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Don’t let your spam filter keep you from receiving Direct Marketing Update! You can help these response-boosting tips make it to your inbox by adding craig@cdmginc.com and craig@dmu.ccsend.com to your list of safe senders.

Then click the links below to see what you missed:

• Direct mail: Little-known way to boost sales
• Web strategy: Using video for top Google rankings
• Copy tip: Build SPECIFICS into your headlines and subheads
• Testing corner: Which product demo page got a 190% lift in sign-ups?

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A "Like" has value to a Facebook user. That’s why it’s so important for marketers to treat a "Like" like currency. So, provide something of value in exchange for a Like.

One way to generate Likes is to create a "Fan Gate." Fan Gates are like landing pages. And it’s important you send your Facebook traffic to a fan gate page, not your Facebook wall.

How do you get a reader to your Fan Gate? Try dangling a carrot of valuable content. Using this technique, they can’t reach your valuable content only when they "Like" you.

Even better, reveal the content as a "blurred" Fan Gate, which only reveals partial content–to be shown in full when the audience Likes you.

Another strategy? Contests. Create a Facebook sweepstakes as a way to generate buzz, ignite social sharing and expand your fan base.

Keep in mind that a contest requires compliance with state laws. So, know what’s required in your state.

Learn more. Contact me at craig@cdmginc.com or call 310-212-5727.

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Every year The Hollywood Reporter faces the challenge of convincing potential buyers that their Blu-Book Production Directory was worth the investment over competing directories.

What ’s more, they also had to convince previous buyers that the latest edition was different enough to warrant purchase.

The core problem was defining what made this updated publication different and why those differences were worth the $75.95 price.

The first steps my team and I took were to…

• Design a multitarget direct mail campaign that would be personalized to the specific recipient.
• Utilize a unique selling proposition (USP) to position the Blu-Book Production Directory as the most thorough and accurate information directory available.
• Establish a hard-hitting, pertinent theme to set the Blu-Book apart from competing directories.
• Meet proven direct marketing standards by using well-researched direct response copy and graphic techniques.
• Encourage maximum response through valuable information premiums.

A direct mail package was developed that included a "teaser" outer envelope, a letter from the publisher, a lift note, an order form and a reply envelope.

The letter emphasized the book as being an essential resource for real Hollywood players. As support, a list was included that compared the Blu-Book one-on-one with various competitors to emphasize its unique strengths.

Also included was an interactive device in the form of a sticker to be placed on the target’s old directory, which read, "WARNING! Out-of-Date." The accompanying copy suggested that the sticker was to help the recipient avoid blowing their next deal.

This unique take on interactive devices also provided a strong and curious interest device for strengthening the entire package.

Results: A breakthrough campaign that worked to overcome industry skepticism and pull an exceptional response.

When facing the challenge of defining what makes you different and better (and a value), you have a wealth of key strategies you can use. If you need help, contact me at craig@cdmginc.com or call my office at 310-212-5727.

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The challenge between an auto-play video vs. a bigger form and "what happens next" copy

RJMetrics conducted an A/B test on its demo sign-up page in-house. Most of the traffic came from a big button on the homepage. The test ran for 4 weeks and reached a 95% confidence level.

Among the differences between the two versions:

1. Version A had an auto-play, auto-sound "overview" video (that played for all visitors, even repeat visitors)…
2. Version A had marketing copy below the video…
3. Version B had a large sign-up form in the left column (fields and button copy were the same as Version A)…
4. Version B had “What Happens Next?” copy in the right column that told visitors exactly what they’d get after filling out the form.

So which test outperformed the other?

Version B got a 190% lift in lead-generation form submissions.

In this case, the cleaner design with the larger sign-up form won. The auto-play video may have distracted visitors from taking the desired action.

Whether a lead generation or a direct sell, check your call to action (CTA) to see that you are doing nothing that interferes with the desired action or distracts your audience.

How can you ensure your CTA is strong and distraction-free? Contact me at craig@cdmginc.com. I can give you some ideas to help you boost your response.

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Use the right words to say exactly what you mean—for greater response!

Mark Twain once said, "The difference between the right word and almost the right word is really a large matter—it’s the difference between lightning and a lightning bug."

It’s imperative your copy uses the right words and that begins with being SPECIFIC.

The specifics in your copy are what drive sales. Specifics are what make your offering memorable. Specifics can provide the proof of your claims and add credibility.

What’s more, specifics can be effectively used to answer objections.

Use specific numbers whenever possible. Don’t say, "you’ll save thousands" if you can say, "our average customer saved $2,373 last year"

Make sure these specifics appear in your headlines and subheads for making a powerful impact on your scanning readers. These specifics will stop them in their tracks and force them to read every word of your copy.

Discover how you can employ specifics to maximize response. Email me at craig@cdmginc.com.

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Maximizing your media content can drive more visitors to your site

You can transform your videos, images and audio content into powerful tools for driving traffic to your site.

Google’s "universal search" not only displays webpage content, but also displays near the top of the page relevant listings for images, videos and audio clips.

Use this tool to develop content appropriate to your business and then optimizing it so it can be ranked high enough to help you.

For example, if you were to get a top-ranking, informative video on YouTube that mentions your site, it could drive a lot of traffic to your site.

Learn more about optimizing your videos and images. Email me at craig@cdmginc.com if you need help with this or any web strategy.

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Perceived value can break through "noise" at the mailbox and get noticed

800 Direct needed to get its message into the hands of key telemarketing managers and marketing directors of companies nationwide. These individuals are extremely busy, hard to each and inundated with promotional materials.

In order to bypass front-office personnel and reach decision makers, this new mailing piece had to have a high perceived value that would trigger response.

The solution? A "bumpy" mailing package with an attention-getting envelope featuring a humorous cartoon showing an incompetent telemarketing operator.

The envelope asked the provocative question, "Who’s really answering your in-bound calls?" It also teased the reader with the promise of "telemarketing Innovations" and a FREE checklist of 8 Costly Telemarketing Blunders.

Inside, the letter took an informational marketing approach that explained the innovations, all fully detailed in a FREE Special Report, 44 Cost-Cutting, Profit-Making Telemarketing Breakthroughs, Strategies and Innovations.

An enclosed Rolodex card and a notepad created a "bumpy" package and added to the mailing’s value.

This piece was so successful it garnered both the Target Marketing Best of Direct Marketing Award and the West Award of Merit.

My staff and I created this campaign. If you’d like to generate more response, just let me know. Email me today at craig@cdmginc.com or call me at 310-212-5727.

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Readers come in different types. Some people will read every single word you put in front of them. Other readers skim the message, assessing it for any compelling content that catches their eye. These people are scanners.

Whether online, direct mail, or space ads, you need to provide strong visual cues to make powerful benefits in your copy stand out.

Make sure your headline and the subheads tell your sales story in strategic bites. And use a second body copy color or highlighter yellow to draw the eye to these key benefits. Use bullets and graphics with captions.

A brief glance should tell a scanner exactly what he needs to know–and then draw him in to read every word.

Need a hand creating “scannable” copy? Our team can help increase your response by using the most effective direct response copy. Just email me at craig@cdmginc.com or call 310-212-5727.

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Don’t let your spam filter keep you from receiving Direct Marketing Update! You can help these response-boosting tips make it to your inbox by adding craig@cdmginc.com and craig@dmu.ccsend.com to your list of safe senders.

Then click the links below to see what you missed:

• Direct mail: Video: Little-known secret to increasing response
• Web strategy: Single step to increasing visibility
• Copy tip: Presenting information—in charts and graphs—is absolutely essential
• Testing corner: Commonly used Call to Action (CTA) put to the test–an 87.5% difference!

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