As a marketer, it’s important to understand your prospects by anticipating their needs, objections, and apprehensions. We call this, “Preemptive Copy”: In a time of high prices and business/economic uncertainty, your prospect or customer may cut back on a new [...]
When writing copy for your direct response campaign, you only have a few minutes or even a few seconds to grab the attention of your prospects. That’s why you must choose your words carefully. Online or print, words have a [...]
Most marketers are so excited about their own product or service that they’re convinced the prospect should be as well. They ignore the pervasive problem of disbelief. Of course, disbelief kills leads and sales, so marketers should do everything they [...]
Writing an ad or direct mail piece requires a balance between facts and emotions. In writing to certain individuals, specific facts are needed, or the sale/lead won’t be generated. Others will respond best to a highly emotional piece. Some of [...]
In today’s fast-paced, low-attention-span environment, simple, visual displays of information are very effective. That’s why it’s especially important to reinforce your copy (specifically comparisons, ratios and percentages) with a chart or graph that visually represents your content. It will increase [...]
