Looking for a checklist to ensure your copy is its level best? Try looking to the 5 U’s. These are 5 key elements your copy must have to get the job done.
1. Unusual approach.
Your prospects are looking at dozens (sometimes hundreds) of messages every day in their Facebook newsfeed, daily mail and in mail inboxes. Take an unusual approach to get noticed. Try a powerful headline that speaks directly to the target. Highlight an unusual, but strong offer. Provide a guarantee that is different.
2. Urgent feel.
Unless you get the target audience to act immediately, you are at risk of losing them forever. Give the product or service you’re offering a window that is closing fast. Give reasons for the urgency, not just an arbitrary deadline.
3. Useful and valuable information.
Your email, landing pages, or direct mail letter should have some kind of intrinsic value. The V.I.V.A. (Valuable Information, Value-Added) direct marketing system I developed 30 years ago provides that a marketing message offers value to the audience—and that increases response.
4. Unique Selling Proposition (USP).
What makes you different? Why should a customer choose you over your competitor? How is your offer better than anything else? Your USP differentiates you so that you are the only choice the customer has to make.
5. Ultra-specific and details.
Test after test after test prove it…specific outsell generalities every time. Use specific numbers (odd do better than even). Provide facts supported by percentages. Use names of authoritative figures when appropriate. Avoid vague copy and provide details that sell.
Another “U” for compelling copy? Try “YOU-oriented” copy. Direct response copy is your key to success, not advertising copy, not journalism copy. And in this market, you need the best copy possible. Call me at (310) 212-5727 or email Caleb at firstname.lastname@example.org.
Here are the rest of this week’s articles:
12 Little-Known Keys to Powerfully Boost Response and Profits on Amazon
29 New and Surprising Trends for Marketing Products and Services in 2018- FREE Webinar on Thursday
Merry Christmas or Happy Holidays?
Little-known Marketing Secret to Drastically Increase Response
Testing Corner: Which Email Subject Line Grabbed the Most Clicks?