7 direct response increasing secrets

Direct Direct Response-Response-IncreasingIncreasing

SecretsSecrets

by by Linda J. MaynardLinda J. MaynardLJM MarketingLJM Marketing

www.ljmmarketing.netwww.ljmmarketing.net

77

Response-Increasing Secret #1Response-Increasing Secret #1

Always use Direct Always use Direct Response copy in Response copy in your marketing your marketing efforts-anything efforts-anything

else will suppress else will suppress responseresponse

Grab the attentions of your prospectGrab the attentions of your prospect Powerfully position your company and products in Powerfully position your company and products in

your prospect’s mindyour prospect’s mind Overcome your prospect’s skepticism and Overcome your prospect’s skepticism and

objectionsobjections Create a “branding” effect that will help you gain Create a “branding” effect that will help you gain

market sharemarket share Motivate your prospect to pick up the phone, go to Motivate your prospect to pick up the phone, go to

your website or drop an order in the mail to you your website or drop an order in the mail to you right nowright now

Direct Response copy Direct Response copy succeeds because it’s succeeds because it’s

based in sciencebased in science


It starts with YOUIt starts with YOU

Discover what’s unique about you and your product or Discover what’s unique about you and your product or serviceservice

Decide exactly how your prospects will benefit from the Decide exactly how your prospects will benefit from the most important features of your product or service…and tell most important features of your product or service…and tell them how these features benefit themthem how these features benefit them

Reveal your Unique Selling Proposition (USP) to your Reveal your Unique Selling Proposition (USP) to your prospectprospect

Create a specific, clear themeCreate a specific, clear theme Develop a personal, one-on-one communicationDevelop a personal, one-on-one communication


Compiled the response rate to tens of thousands of Compiled the response rate to tens of thousands of advertisements, marketing materials, direct mail packages, advertisements, marketing materials, direct mail packages, radio spots and television commercials. In the last decade, radio spots and television commercials. In the last decade, they’ve gathered responses to websites, emails, banners they’ve gathered responses to websites, emails, banners ads and pay-per-click ads as well.ads and pay-per-click ads as well.

Compared marketing copy and strategies with the quantity Compared marketing copy and strategies with the quantity and quality of responses.and quality of responses.


Here’s how we know. For decades, direct marketers using Here’s how we know. For decades, direct marketers using Direct response copy have:Direct response copy have:

Direct Response copy is Direct Response copy is better return on your better return on your

investmentinvestment

Discovered which strategies and tactics were hugely Discovered which strategies and tactics were hugely successful, which were moderately successful and which successful, which were moderately successful and which were devastating failures.were devastating failures.

Analyzed exactly why successful marketing strategies and Analyzed exactly why successful marketing strategies and techniques earned their clients hundreds of thousands or techniques earned their clients hundreds of thousands or even millions of dollars and why some didn’t.even millions of dollars and why some didn’t.

Validated their discoveries through solid accountability, Validated their discoveries through solid accountability, testing again and again.testing again and again.



Decades of testing Decades of testing prove that almost any prove that almost any

kind of Direct Response kind of Direct Response copy gets more results copy gets more results than almost any image than almost any image

advertising copyadvertising copy

Long copy almost Long copy almost always works better always works better

than short copythan short copy

A leading direct marketing agency evaluated A leading direct marketing agency evaluated brochure, sales letters and self mailer against each brochure, sales letters and self mailer against each other in a five way test. Several Different sizes of other in a five way test. Several Different sizes of brochures, sales letters and self-mailer were brochures, sales letters and self-mailer were evaluated against each other in a five-way test. Take evaluated against each other in a five-way test. Take a look at the test results:a look at the test results:


5-Way Direct Mail Test5-Way Direct Mail Test

PACKAGE: PACKAGE: RESPONSE RATE:RESPONSE RATE:

Brochure in Envelope Brochure in Envelope 0.5%0.5%

Self-Mailer Self-Mailer 1.0%1.0%

Long Brochure and Short Letter in Envelope Long Brochure and Short Letter in Envelope 3.2%3.2%

Letter and Brochure Combination in Envelope Letter and Brochure Combination in Envelope 4.0%4.0%

Short Brochure and Long Letter in Envelope Short Brochure and Long Letter in Envelope 7.3%7.3%


This test demonstrated two This test demonstrated two important facts:important facts:

1.1. The first is that a letter is one of the most important The first is that a letter is one of the most important marketing materials you can invest in.marketing materials you can invest in.

2.2. As you can see from the test results, response to a long As you can see from the test results, response to a long letter can significantly outpull response to a short letter.letter can significantly outpull response to a short letter.


Truth is, if your product Truth is, if your product or service is worth selling or service is worth selling

to your customersto your customers

1.1. Deserves a sales letter that packs an emotional wallopDeserves a sales letter that packs an emotional wallop

2.2. Shows your customers what’s unique about youShows your customers what’s unique about you

3.3. Explains why you benefit them more than your Explains why you benefit them more than your competitorscompetitors

4.4. Overcomes their objectionsOvercomes their objections


Writing great copy requires Writing great copy requires mastery of direct marketing mastery of direct marketing strategies and techniquesstrategies and techniques

Your image-based advertising agency Your image-based advertising agency wants you to believe that no one can wants you to believe that no one can write sales copy like their clever write sales copy like their clever copywriters. Don’t believe them.copywriters. Don’t believe them.


In these times, In these times, constructing copy constructing copy

that sells your productthat sells your product

or service requires or service requires techniques, psychology techniques, psychology

and science and science


Writing surefire “get ‘em to pick up the phone and buy right Writing surefire “get ‘em to pick up the phone and buy right now” Direct Response copy isn’t a mystery. It’s part art, now” Direct Response copy isn’t a mystery. It’s part art, part science, and direct marketers have mastered both.part science, and direct marketers have mastered both.

Your response rate can easily be doubled, tripled, Your response rate can easily be doubled, tripled, quadrupled or more when you hire a professional direct quadrupled or more when you hire a professional direct marketing copywriter to write your sales copy.marketing copywriter to write your sales copy.

Your investment in direct marketing really pays off, while Your investment in direct marketing really pays off, while what you spend on advertising is marginal.what you spend on advertising is marginal.


Direct Response Direct Response copywriters use copywriters use

scientifically proven, scientifically proven, time-tested words time-tested words

in the hunt for in the hunt for customers or leads…customers or leads…


Craft sentences so they’re short and easy to readCraft sentences so they’re short and easy to read Avoid big words when one-syllable words are Avoid big words when one-syllable words are

availableavailable Indent and use white space to their advantageIndent and use white space to their advantage Select hot words such as Select hot words such as NEW, NOW, EASY, NEW, NOW, EASY,

INTRODUCING,INTRODUCING, and and SAVESAVE Keep the opening paragraph shortKeep the opening paragraph short Vary paragraph lengthsVary paragraph lengths Make sentences and paragraphs flowMake sentences and paragraphs flow Occasionally insert a paragraph that consists of just Occasionally insert a paragraph that consists of just

a word or two-maybe one sentencea word or two-maybe one sentence Use color for subheads, bullets and indentionsUse color for subheads, bullets and indentions


1. Avoid bureaucratic talk.2. Don’t choose odd words that will pull the reader’s

attention away from the sales message.3. Weed out clichés and jargon.4. Steer clear of new language (like slang words and

phrases) that may jar or confuse your readers with meanings they may not know.

5. Avoid using too many commas and semicolons. They’ll slow your reader down.

6. Omit words that convey doubt or uncertainty: “we think,” “it appears,” “it seems,” “you might find.”

In addition, great In addition, great copywriters:copywriters:


7.7. Force the reader to continue reading. In a letter or Force the reader to continue reading. In a letter or webpage with a link, end the first page in the middle webpage with a link, end the first page in the middle of a sentence, prompting the reader to turn the page of a sentence, prompting the reader to turn the page or click through.or click through.

8.8. Clearly provide reader instructions at the bottom of Clearly provide reader instructions at the bottom of each page such as “over please,” “continued on next each page such as “over please,” “continued on next page,” “turn over” or “click here.”page,” “turn over” or “click here.”

9.9. Write in a language that’s “you,” not “we” oriented. Write in a language that’s “you,” not “we” oriented. For example:For example: You’ll gain (not “we provide”)You’ll gain (not “we provide”) You’ll discover (not “we’ll show you”)You’ll discover (not “we’ll show you”) You’ll get a free (not “we’ll give you”)You’ll get a free (not “we’ll give you”)


10.10. Use an active voice. “You’ll get your free book,” Use an active voice. “You’ll get your free book,” not “the free book will be forwarded to you.”not “the free book will be forwarded to you.”

11.11. Use the present tense. “Subscribe now, and you’ll Use the present tense. “Subscribe now, and you’ll get a free bonus.”get a free bonus.”

12.12. Write to one person, from one person.Write to one person, from one person.13.13. Don’t brag. Let the facts brag for you.Don’t brag. Let the facts brag for you.14.14. Give examples, testimonials or facts, and your Give examples, testimonials or facts, and your

audience will more strongly believe in you and audience will more strongly believe in you and your product and service.your product and service.

15.15. Pepper copy with scientifically proven power Pepper copy with scientifically proven power words: own, get, control, take, care, seize, words: own, get, control, take, care, seize, capture, enjoy, try, grab.capture, enjoy, try, grab.

16.16. Use exclamation points, but sparingly!Use exclamation points, but sparingly!17.17. Don’t use asterisks.*Don’t use asterisks.*18.18. Use an ellipse (…) instead of a dash (-).Use an ellipse (…) instead of a dash (-).


What your advertising What your advertising agency won’t tell youagency won’t tell you

Advertising agencies specialize in creating Advertising agencies specialize in creating cute, short copy, to get your product or cute, short copy, to get your product or service noticed. But most advertisements service noticed. But most advertisements won’t give you a fair return on your won’t give you a fair return on your investment-and they aren’t accountable. investment-and they aren’t accountable.

Image-oriented copywriters will attempt to Image-oriented copywriters will attempt to sell your product or service’s features.sell your product or service’s features.


Features do not sellFeatures do not sell


Sell your product’s Sell your product’s benefits-not its benefits-not its

features-and watch features-and watch your sales explodeyour sales explode


The The featurefeature “low price” becomes the “low price” becomes the benefit benefit, ,

““you you save lots of money with our low price.”save lots of money with our low price.”

#1: Add the magic of #1: Add the magic of the word “you” and the word “you” and an appropriate verb an appropriate verb

in in front of the featurefront of the feature



#2: Decide exactly #2: Decide exactly how your buyers will how your buyers will

benefit from the benefit from the most important most important features of your features of your

product or service…product or service…and tell them how and tell them how

these features these features benefit thembenefit them

EX: If you are selling an extremely compact EX: If you are selling an extremely compact pocket knife, your pocket knife, your benefitbenefit could be, “slips into could be, “slips into your pocket easily, because it is so tiny.”your pocket easily, because it is so tiny.”

EX: If you are selling a high-quality set of precision EX: If you are selling a high-quality set of precision golf clubs, your golf clubs, your benefitbenefit could be, “highest could be, “highest precision and extreme accuracy help you lower precision and extreme accuracy help you lower your score.”your score.”



#3: Determine your #3: Determine your prospects’ exact prospects’ exact

needs and desires…needs and desires…so you can give them so you can give them

the right kind of the right kind of compelling copy that compelling copy that makes them want to makes them want to

buy from youbuy from you

EX: With a less expensive, more powerful vacuum EX: With a less expensive, more powerful vacuum cleaner, the “you” method produces the cleaner, the “you” method produces the benefitbenefit, , “you can save with our low prices.”“you can save with our low prices.”

The “what do they do with it?” method creates the The “what do they do with it?” method creates the benefitbenefit, “finish your vacuuming in less time with , “finish your vacuuming in less time with our stronger suction.”our stronger suction.”

With the “what you want” method, saving money With the “what you want” method, saving money earns prospects’ praise from their spouses. earns prospects’ praise from their spouses. Getting the vacuuming completed faster could Getting the vacuuming completed faster could mean more time to spend with their families.mean more time to spend with their families.


Figure out precisely: What do your buyers want? Figure out precisely: What do your buyers want? What are their goals? What makes them most What are their goals? What makes them most happy?happy?

#4: Make sure you #4: Make sure you determine exactly what determine exactly what the benefits should be the benefits should be so you don’t get them so you don’t get them confused with featuresconfused with features


Life insurance companies refer to the money they pay Life insurance companies refer to the money they pay to beneficiaries as “benefits.” A $100,000 insurance to beneficiaries as “benefits.” A $100,000 insurance policy payoff is a policy payoff is a featurefeature, not a , not a benefit!benefit! The buyer’s sense of security in purchasing an The buyer’s sense of security in purchasing an insurance policy is really the benefit. The buyer knows insurance policy is really the benefit. The buyer knows that he or she is going to feel more secure regardless that he or she is going to feel more secure regardless of what happens.of what happens.


#5: Put yourself in #5: Put yourself in your buyer’s shoes your buyer’s shoes

before you write one before you write one word of copyword of copyJust imagine that someone else is trying to sell your product Just imagine that someone else is trying to sell your product

or service to you. What or service to you. What benefitsbenefits should they mention to should they mention to convince you to buy it?convince you to buy it?

What order should these What order should these benefitsbenefits be in? be in? How should they be presented for the most successful How should they be presented for the most successful

sales story?sales story? What What strongest benefitstrongest benefit should be the “clincher” that should be the “clincher” that

closes the sale?closes the sale?


Your order form must Your order form must be an effective be an effective

closing toolclosing tool


Follow the Follow the order form order form “musts”“musts”

Order form Order form MUST be able to stand on its own and MUST be able to stand on its own and complete your sale all by itself.complete your sale all by itself.

Order form Order form MUST make it as easy as possible for MUST make it as easy as possible for your prospects to actyour prospects to act once they have been motivated once they have been motivated to reply to your direct mail package.to reply to your direct mail package.


Some prospects Some prospects will read your will read your

letter firstletter first Others will read the order form first to learn quickly Others will read the order form first to learn quickly what you want them to do before they decide what you want them to do before they decide whether or not to read the rest of your direct mail whether or not to read the rest of your direct mail package.package.

And others will skim you letter quickly…then read the And others will skim you letter quickly…then read the order form where they can find a concise description order form where they can find a concise description of your offer.of your offer.


2 very 2 very important important

rules…rules…Rule #1: Make sure your order form is EASY for Rule #1: Make sure your order form is EASY for your prospects to read, use and understand.your prospects to read, use and understand.

Rule #2: Only use Direct Response graphics-Rule #2: Only use Direct Response graphics-avoid making the order piece a corporate avoid making the order piece a corporate brochure.brochure.


The Internet is your The Internet is your most cost-effective, most cost-effective, response-generating response-generating tool ever-when used tool ever-when used

correctlycorrectly


Web Rule #1: Web Rule #1: The web is a The web is a

direct marketing direct marketing mediummedium

The Internet is technology. And, it’s not an editorial The Internet is technology. And, it’s not an editorial delivery channel. Nor is it a brand-building strategy. delivery channel. Nor is it a brand-building strategy.

It is a rapidly growing & flexible direct marketing It is a rapidly growing & flexible direct marketing medium.medium.


By using the Internet as a By using the Internet as a direct marketing medium, direct marketing medium,

you can….you can….1.1. Market to drive people to your site. For example, include Market to drive people to your site. For example, include

your web address (URL) in your mailing package or create your web address (URL) in your mailing package or create special online promotions.special online promotions.

2.2. Market with email, banner ads, news groups, directories Market with email, banner ads, news groups, directories and search engines to drive people to your site.and search engines to drive people to your site.

3.3. Test to increase response.Test to increase response.4.4. Make all your marketing accountable, so you’ll always Make all your marketing accountable, so you’ll always

know whether it is profitable.know whether it is profitable.5.5. Build relationships to help you learn more about your Build relationships to help you learn more about your

customers. Your customers can also learn more about customers. Your customers can also learn more about you…so you increase your sales and profits as a result.you…so you increase your sales and profits as a result.


Web Rule #2: Your Web Rule #2: Your website must be a website must be a Direct Response Direct Response

marketing websitemarketing websiteMore can be done to increase your response by making your More can be done to increase your response by making your site a direct marketing site than anything you could do with site a direct marketing site than anything you could do with improved email, banner ads, higher positioning with search improved email, banner ads, higher positioning with search engines or any other media improvement. engines or any other media improvement. All of this can be accomplished using Direct Response All of this can be accomplished using Direct Response strategy and tactics in copy, art and offer. strategy and tactics in copy, art and offer. Give substance using an informational approach that Give substance using an informational approach that sells, presents an offer and has a strong close.sells, presents an offer and has a strong close.


Web Rule #3: Web Rule #3: You must use You must use multiple entry multiple entry

pointspointsMultiple entry points are the key Multiple entry points are the key to maximizing your net reach.to maximizing your net reach.


Health AlertDr. WestHeart Arthritis

contentsalesofferclose



Web Rule #4: Use one Web Rule #4: Use one clear theme at each entry clear theme at each entry

pointpointIn a recent website study,In a recent website study, 87% of the people surveyed said they had navigation 87% of the people surveyed said they had navigation problems;problems; 83% left the site frustrated;83% left the site frustrated; 73% could not find what they were looking for.73% could not find what they were looking for.Another study showed that your prospects can be expected to Another study showed that your prospects can be expected to spend 1.26 minutes on your site, unless you really grab their spend 1.26 minutes on your site, unless you really grab their attention. If they leave your site, you probably won’t get attention. If they leave your site, you probably won’t get another chance to talk with them again on that entry point.another chance to talk with them again on that entry point.


By using multiple entry points, most people By using multiple entry points, most people entering your site won’t see your home page. entering your site won’t see your home page. That’s good! Instead, prospects will be directed That’s good! Instead, prospects will be directed right to the information they were searching right to the information they were searching for. for. Keep your home page simple, and not Keep your home page simple, and not confusing. Rely on the entry points-not the confusing. Rely on the entry points-not the home page-to sell your product or service.home page-to sell your product or service.

Web Rule #5: Web Rule #5: Limit the use of Limit the use of

your home your home pagepage


If your site is a marketing site designed to sell If your site is a marketing site designed to sell your product or service, your advertising copy your product or service, your advertising copy must follow all Direct Response copy rules. This must follow all Direct Response copy rules. This includes “you” oriented copy; benefits, not includes “you” oriented copy; benefits, not features; and all the tested and proven features; and all the tested and proven techniques that can make or break a direct mail techniques that can make or break a direct mail piece.piece.

Web Rule #6: Web Rule #6: Use Direct Use Direct

Response copy Response copy onlyonly


Just as with any other medium, your website Just as with any other medium, your website graphics must be designed to motivate graphics must be designed to motivate people to read your copy. Graphics must people to read your copy. Graphics must guide their eyes and encourage readership. guide their eyes and encourage readership. Your graphics must not slow prospects down Your graphics must not slow prospects down on the web.on the web.

Web Rule #7: Web Rule #7: Use only Direct Use only Direct

Response graphicsResponse graphics


Just as with any other medium, your Just as with any other medium, your offer on the web is critical for your offer on the web is critical for your success. This includes using a discount, success. This includes using a discount, premium(s) and a money-back premium(s) and a money-back guarantee.guarantee.

Web Rule #8: Web Rule #8: Use a direct Use a direct

marketing offermarketing offer


Don’t settle for poor or mediocre Don’t settle for poor or mediocre response. Examine your current response. Examine your current website from a marketing website from a marketing perspective. Are you falling short of perspective. Are you falling short of the response you want and need?the response you want and need?

Start doubling Start doubling or tripling your or tripling your response NOW!response NOW!


Use Use offlineoffline marketing to make marketing to make more money in an more money in an

online worldonline world


69% of e-commerce websites are now using offline 69% of e-commerce websites are now using offline marketing to drive prospects to their sitesmarketing to drive prospects to their sites

31% of e-commerce websites are far less productive 31% of e-commerce websites are far less productive and profitable than they could be, simply because and profitable than they could be, simply because they are not capitalizing on offline marketing to they are not capitalizing on offline marketing to generate their maximum volume of sales.generate their maximum volume of sales.


10 Tested and 10 Tested and Proven Keys to Proven Keys to

Drive More Traffic Drive More Traffic to Your Siteto Your Site


#1: Decide exactly #1: Decide exactly what you want to what you want to

accomplish-then use accomplish-then use these goals to these goals to determine your determine your

objectivesobjectives Do you want to drive traffic to your site for “hits”?Do you want to drive traffic to your site for “hits”? Do you want to drive traffic to your site for sales?Do you want to drive traffic to your site for sales? Do you want to collect e-mail addresses?Do you want to collect e-mail addresses? Prepare your marketing strategy, copy and Prepare your marketing strategy, copy and

graphics to accomplish your precise objectives.graphics to accomplish your precise objectives.


#2: Make all your #2: Make all your offline efforts offline efforts

totally totally accountableaccountable

Always trace and record your offline Always trace and record your offline advertising results, so you know exactly advertising results, so you know exactly what is working and what is not working. what is working and what is not working. Be sure to compute your cost-per-sale just Be sure to compute your cost-per-sale just as you would for every direct mailing you as you would for every direct mailing you send to your prospects.send to your prospects.


#3: Keep #3: Keep testing all the testing all the

timetimeAlways test. Testing is a critical part of Always test. Testing is a critical part of making sure your marketing campaign is making sure your marketing campaign is totally accountable. It’s one of the most totally accountable. It’s one of the most important things you’ll do.important things you’ll do.

A few of the many things you should A few of the many things you should test…test… MediaMedia Creative executionCreative execution OfferOffer


#4: Always use a #4: Always use a direct marketing site direct marketing site with Direct Response with Direct Response copy, art, offer and copy, art, offer and

strategystrategyMake sure your website is not an antimarketing or Make sure your website is not an antimarketing or nonmarketing site…unless you just want “hits.”nonmarketing site…unless you just want “hits.”A good, productive direct marketing site is designed A good, productive direct marketing site is designed especially to sell products or services, or to collect email especially to sell products or services, or to collect email addresses. It follows all the time-tested and proven direct addresses. It follows all the time-tested and proven direct marketing rules…through copy, graphics, offer and marketing rules…through copy, graphics, offer and strategy.strategy.


#5: Use only one specific #5: Use only one specific theme to drive traffic to theme to drive traffic to

your websiteyour websiteThe most successful and most profitable campaigns The most successful and most profitable campaigns always focus on just one specific theme…something always focus on just one specific theme…something newsworthy, dramatic and controversial.newsworthy, dramatic and controversial.

Must be fascinatingMust be fascinating Promise your prospects that it is clearly in their Promise your prospects that it is clearly in their

best interests to look at your website.best interests to look at your website. The theme must be so compelling that your The theme must be so compelling that your

prospects won’t rest until they view your site…or, prospects won’t rest until they view your site…or, at least, save your URL until they go online.at least, save your URL until they go online.

You should have multiple entry points and not rely You should have multiple entry points and not rely on just a home page. Each entry point has a on just a home page. Each entry point has a specific theme that interests and satisfies your specific theme that interests and satisfies your prospects.prospects.


#6: Be sure to test #6: Be sure to test direct mail. It could direct mail. It could easily be your most easily be your most

successful advertising successful advertising medium to drive medium to drive

prospects to your prospects to your website!website!


This type of direct mail does not sellThis type of direct mail does not sell Does not use long copyDoes not use long copy It teases-creates curiosity to drive people to your siteIt teases-creates curiosity to drive people to your site You can use a postcardYou can use a postcard You can use a short, 1-page “tease” letter You can use a short, 1-page “tease” letter

Postcards are inexpensive, and oversize postcards Postcards are inexpensive, and oversize postcards usually are large enough to contain enough copy and usually are large enough to contain enough copy and graphics to motivate prospects to go to your graphics to motivate prospects to go to your website.website.If constructed properly, letter direct mail packages If constructed properly, letter direct mail packages are more likely to get by mailroom and secretary are more likely to get by mailroom and secretary screening when you’re prospecting to large screening when you’re prospecting to large companies and organizations. They can also do a companies and organizations. They can also do a better job of qualifying your prospects.better job of qualifying your prospects.


#7: Be sure to test #7: Be sure to test display advertising. It display advertising. It can produce terrific can produce terrific results for you if it results for you if it

is prepared correctly!is prepared correctly!Small space ads can be created with powerful Small space ads can be created with powerful themes, powerful headlines and lots of compelling themes, powerful headlines and lots of compelling “tease” bullets…making them very cost effective.“tease” bullets…making them very cost effective.A strong headline can be responsible for up to 70% A strong headline can be responsible for up to 70% of the success of any ad.of the success of any ad.


#8: Don’t #8: Don’t overlook overlook

alternative media. alternative media. They can also be They can also be very productive very productive

and cost effectiveand cost effective


By using a copy strategy that “teases” and By using a copy strategy that “teases” and does not sell but is used only to drive people does not sell but is used only to drive people to your website, use new and “unique” media to your website, use new and “unique” media for your offline marketing…for your offline marketing…


inserts in newspapersinserts in newspapers magazinesmagazines catalogscatalogs packages and billspackages and bills advertising on cartonsadvertising on cartons TV and radio spotsTV and radio spots billboardsbillboards co-opsco-ops matchbook coversmatchbook covers


blimp advertisingblimp advertising skywritingskywriting aircraft bannersaircraft banners advertising balloonsadvertising balloons sidewalk benches sidewalk benches sandwich boardssandwich boards bus and taxi signsbus and taxi signs ride-alongsride-alongs conference marketing conference marketing

opportunitiesopportunities


#9: Use radio #9: Use radio advertising. advertising.

It’s a low-cost way to It’s a low-cost way to drive consumer traffic to drive consumer traffic to

your siteyour site Can target the exact markets you want to Can target the exact markets you want to reach by selecting stations and shows that reach by selecting stations and shows that reach those markets.reach those markets.

Talk shows, news formats and Christian Talk shows, news formats and Christian stations are some of your best and most stations are some of your best and most loyal Direct Response audiences.loyal Direct Response audiences.


When you use TV to drive traffic to your website, you’ll When you use TV to drive traffic to your website, you’ll get the best results by advertising niche products on get the best results by advertising niche products on niche cable TV channels.niche cable TV channels.

#10: TV advertising, #10: TV advertising, especially targeted especially targeted cable, is also a very cable, is also a very

powerful way to drive powerful way to drive traffic to your websitetraffic to your website


Online offers that Online offers that follow tested and follow tested and

proven direct proven direct marketing strategies marketing strategies

will multiply your will multiply your salessales


Use introductory discount Test pricing Higher response with “soft” offer (as in “Bill Me

Later”) Offer guarantee Offer premiums List privacy and security, policies to shop online Create offer to collect e-mail addresses Acknowledge every online order immediately Increase response with a value-added offer


Use magalogs to Use magalogs to set your products set your products

apart from the apart from the competition and competition and watch sales soarwatch sales soar


Magalogs look like a special interest magazine chock full Magalogs look like a special interest magazine chock full of important information. Usually a 4 page piece. Offers of important information. Usually a 4 page piece. Offers hard facts using direct response copy and graphics to hard facts using direct response copy and graphics to inform hungry and/or skeptical prospects. Starts with inform hungry and/or skeptical prospects. Starts with headline that grabs attention and doesn’t let go.headline that grabs attention and doesn’t let go.


The magalog is an infomercial in The magalog is an infomercial in print. print. It is used for:It is used for: investment productsinvestment products health supplementshealth supplements magazine magazine newsletter promotions newsletter promotions services for diverse audiences services for diverse audiences Magalogs are a minimum of 16 Magalogs are a minimum of 16 pages, ranging in size up to 32 pagespages, ranging in size up to 32 pages


Here are 7 tips to Here are 7 tips to help you create a help you create a magalog that’ll magalog that’ll

make your product make your product stand out:stand out:


Tip #1: Create a Tip #1: Create a front cover that front cover that

grabs your reader’s grabs your reader’s attention and attention and doesn’t let godoesn’t let go


Tip #2: Use pages 2 Tip #2: Use pages 2 and 3 wisely to make and 3 wisely to make

your magalog a your magalog a successsuccess

To pack a real punch, though, place the To pack a real punch, though, place the first few paragraphs of your most first few paragraphs of your most informative, most beguiling article at the informative, most beguiling article at the beginning of your magalog.beginning of your magalog.


Tip #3: Tip #3: Include a lead Include a lead

articlearticleThe strongest-response magalogs have one The strongest-response magalogs have one well-focused, single-themed main article well-focused, single-themed main article that sells the product or service and pulls that sells the product or service and pulls the prospect to the order form at the end.the prospect to the order form at the end.


Tip #4: Use Tip #4: Use sidebars sidebars liberallyliberally

Sidebars are small articles that accompany a Sidebars are small articles that accompany a lead story in a newspaper or magazine.lead story in a newspaper or magazine.

Use to highlight a benefit, make a call to Use to highlight a benefit, make a call to action, offer a free Special Report or draw action, offer a free Special Report or draw attention to the order form.attention to the order form.


Tip #5: Woo your Tip #5: Woo your prospect with an order prospect with an order

formformThe last one or two pages of your magalog are The last one or two pages of your magalog are an extremely powerful place to put your order an extremely powerful place to put your order form.form.On one page, pack extensive information on the On one page, pack extensive information on the bonuses and guarantees that accompany the bonuses and guarantees that accompany the offer. On the other, present your offer, with all offer. On the other, present your offer, with all the components of a traditional response device the components of a traditional response device and the most important selling points of your and the most important selling points of your product. product. Most importantly, don’t forget to include clear Most importantly, don’t forget to include clear instructions, a savings certificate and your instructions, a savings certificate and your money-back guarantee.money-back guarantee.


Tip #6: Use the back Tip #6: Use the back cover to sell cover to sell

information and add information and add product credibilityproduct credibility

One of the most powerful places Use to influence prospects into turning the page

and reading what’s inside the magalog immediately Make them want to read the entire article, and

make it easy for them to find the facts by using bullets.

Also add testimonials


Tip #7: Make your Tip #7: Make your magalog look magalog look professionalprofessional

4 color process4 color process 60 lb. Paper weight for cover60 lb. Paper weight for cover 50 lb. Paper weight for inside 50 lb. Paper weight for inside

pagespages


Any Questions?Any Questions?

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