When I write or critique a direct mail program, I find it helpful to follow tested and proven copy formulas to create a winning campaign. You should check your direct mail now and see if they match any of these response-boosting guidelines.

For now, let’s take a look at just 2 useful copywriting formulas…

1. AIDA: Attention, Interest, Desire, Action. It works because it keeps you focused on the final goal: Prompting your reader to act.
   
   
   • Grab attention with a personal, benefit-driven headline.
   • Now that you’ve got their attention, what you say next is critical. You must create interest to keep them reading. Help them quickly identify that your message is relevant.
   • To build desire, use your strongest benefit-driven selling points to appeal to your prospects’ needs and wants.
   • Get that response with a strong call to action. Clearly state what you want your prospects to do. For example: “Call 1-800-XXX-XXXX to get your free recession-fighting report” or “Return this Special Savings Certificate in the postage-paid envelope today to begin your FREE no-risk, 30-day trial.”
2. AIDPPC: Attention, Interest, Description, Persuasion, Proof, Close. This variation on AIDA was developed by copywriting great Robert Collier, outlining his take on a winning formula.
   
   
   • After you’ve got attention and interest, your curious prospect will want a full description of what you’re offering. This is like the bait. Show your readers how this offer will improve their lives, and…
   • Persuasion goes beyond simply presenting interesting information. You must convince prospects that it’s in their best interest to respond to your offer.
   • After you’ve made your claims, provide proof. Today’s skeptical prospects demand that you prove your statements. Back up your sales pitch with cold, hard facts and testimonials.
   • Close. Summarize the benefits and the offer and pair that with your call to action. If you’ve done it right, you’ll be on your way to a sales boost.

Mr. Collier used this primarily for the development of sales letters, which we discussed in our last issue. (Click here to read the article.)

If your marketing doesn’t measure up to these response-boosting formulas, you’re losing leads and sales. If you’d like me to help you get better results, email me at craig@cdmginc.com or call me at 310-212-5727.

Stay tuned for more formulas in our next full issue of Direct Marketing Update.

copywriting · Direct Mail · direct mail reality check · Direct Marketing

This recession has launched price wars in some industries (like the airlines, for example). Many other businesses are suffering from dramatic cuts in consumer spending. Many more struggle with declining brand loyalty to others.

But there are some smart marketers out there who are still finding ways to compete.

Loyalty programs have been one of the most successful tactics. For example, although Talbots Inc. has faced trouble with some brands in this economy, its Talbots Classic Awards program could be a bright spot.

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Direct Marketing · loyalty programs · recession survival tip

If you want to boost your average ticket sale—and, really, who doesn’t—you need to use this easy upsell strategy on your shopping cart.

The easiest upsell strategy you’ll ever find is this…Structure your offer into three parts: Best Deal, Great Deal and Good Deal.

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Direct Marketing · Internet · upsell · web · Web strategy · websites

I’ll bet this headline got your attention. It’s a prime example of how punctuation can change everything about your copy…so you should take special care to do it right.

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Copy tip · copywriting · Direct Marketing

Keeping in touch with your customers and expressing your appreciation should be at the top of your to-do list, now that this down economy has sparked such fierce competition.

Many marketers accomplish this by offering a discount for future purchases in their thank-you emails.

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Direct Marketing · Testing corner · thank-you email · websites

Many marketers underestimate the power of the personal sales letter. It’s the reason why an envelope package almost always beats a postcard, brochure or self-mailer.

In any direct mail campaign, the way that you begin your sales letter is critical. Here are 3 guidelines to help you construct a winning opening that really pulls readers in…

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Direct Mail · Direct Marketing

Why do some brands outperform their competitors over and over? ‘Cause they’ve got personality.’ (Sing it, Lloyd Price.)

If you’re in the Northeast, you probably remember the electronics retailer known as “Crazy Eddie.” If you’re in Southern California, then you know the personalities of Larry and Irwin of mattress retailer Sit-N-Sleep.

Personality can be an even more powerful sales tool in a recession, as you’re battling greater skepticism and fear from your prospects. Just as consumers pick their friends based on personality, they often pick companies for the same reason.

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advertising · Direct Mail · Direct Marketing · recession survival tip

I’ve been talking to you about the importance of putting video on your microsite and using a video spokesperson (or “walk-on”).

Now a recent Forrester report offers new proof that this boosts response rates: The study found that incorporating video into emails improves click-through rates by 2 to 3 times.

The number of video streams watched by adults is expected to double over the next 5 years. Currently, about 9% of marketers are experimenting with video in email and another 21% plan to incorporate it within the next 12 months.

But many marketers are still hesitant to break into the video word. So, I thought I’d share 4 of the powerful reasons a video could help your business generate sales and leads.

First, the Internet has officially eclipsed television in the amount of hours the average American spends on it per day.

Americans now spend 2.5 hours a day watching TV, but 3.6 hours a day on the Internet. It makes good business sense to allocate your advertising and marketing budgets to take advantage of this shift.

Second, video communicates the benefits of your product or service quickly.

With a short value-added video, you can visually show your product or service in action. Then, when the video is over, you can immediately drive your prospect to an order landing page where they can click to order or sign up for a lead.

It’s easy, fast and most importantly, a seamless transaction. Your prospect doesn’t even have time to be distracted.

Third, retention is higher with video.

Studies have shown that people retain 10% of what they read but a full 50% of what they see and hear.

Fourth, it’s cost-effective.

Videos can draw a huge audience for just a fraction of the cost of a television commercial. And, it can be seen over and over, rather than just once. Plus, your prospects will share the video with their friends and families, expanding your reach exponentially. It’s a direct marketer’s dream.

To see a video that my agency created, click here.

To see a walk-on, click here.

You may still be wondering how your company fits into the video revolution. Call me at 310-212-5727 and tell me a little bit about your company and what your goals are. I can show you ways we can effectively market your company on the Internet with a dynamic, targeted video.

Or if it’s easier, email me now at craig@cdmginc.com. My team of professionals and I can help you create a video that can expand your reach to millions of prospects for less than you think.

Direct Marketing · Direct Response · video · walk-on · Web strategy

In the eyes of your best prospects, there’s no such thing as copy that’s too long—but there is such a thing as too boring.

Dull, drab copy doesn’t add anything to your marketing. It doesn’t matter how many facts you present if no one wants to read them. Instead, you must engage your prospect with excitement and demonstrate your belief in your product or service.

I call this the EBC Principle. To make the sale or get the lead, you must write with:

• Enthusiasm
• Believability
• Conviction

You need all 3 of these components for direct marketing success. Otherwise you’re just wasting your prospect’s time…and your direct mail piece will end up in the trash, your email will be lost in cyberspace or your commercial will be ignored.

Take care not to confuse enthusiasm with sales hype. Enthusiasm without believability doesn’t work…and to be believable, you must have conviction.

Copy tip · copywriting · Direct Marketing · EBC Principle

A marketer should develop several versions of your website and then test them to see which works better—whether you’re measuring in site traffic, sales, leads, etc.

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Direct Marketing · landing page · Testing corner · web · Web strategy · websites