When writing to business prospects, remember that business decisions are often made by groups rather than individuals. Therefore, your product must be positioned in a way that it will appeal to several different people who make decisions based on separate and distinct criteria. The end-user thinks [...]
Do or die! The first paragraph of your direct mail letter, email, Facebook ad, landing page, digital ads, video script, TV commercial, brochure or other advertising material is one of the most critical elements to your success or failure. You [...]
It's a common copy blunder. It cripples response. It's deadly to your marketing in a recession. I’m sure you have all come across these words and haven’t even noticed their subconscious effect on you. Just as power words or hot words influence your prospects to make [...]
Response to marketing campaigns often increases when you are relevant and current with what's going on in the world today. No truer example exists than with the current fears of the pandemic economic recession. B to B marketers are finding [...]
Make sure your testimonials work for you, not against you. I know … you want your testimonials to look, shape, and feature good-looking, smiling people who, in perfectly articulate and beautiful language, express the many benefits of your product. Here’s [...]
When writing copy for your direct marketing campaign, you only have a few seconds to grab your prospect’s attention. That’s why you must choose your words carefully. As your prospects read, the copy must continuously arouse their interest. Avoid anemic [...]
Relevant online and offline direct response copy is always more effective. Here are several things to think about when writing your copy: Your prospects aren’t looking for hype … they are looking for answers to the problems that keep them [...]
We all like to consider ourselves logical and dispassionate when it comes to our decision-making. But the fact is, we are driven by emotions — and so are your prospects and customers. Granted, we aren’t toddlers, doing everything our urges [...]
When crafting your direct response copy, you always want it to be dynamic, exciting, alive. One of the best ways to do this is with active, descriptive verbs. Take a look at the following two sentences. Which do you think [...]
Even great writers don’t necessarily write great copy. More than perfect prose or even perfect grammar, direct response copy will convince a prospect to respond to your offer. Direct response marketing is persuasive word engineering that relies on a set [...]
