Sales Focused Copywriting For Direct Response Marketers Who Want More Clients...More Sales...More Cash In The Bank!
I’ve been unsparing in my criticism of financial institutions for their generally lamentable marketing and copywriting…
…so it’s only fair I should comment on an example that is more praiseworthy.
One that illustrates the Robert Collier copywriting principle of…
“Entering the conversation that’s already going on in the mind of the prospect”.
It’s a simple flyer from Westpac that I received in the mail for home and contents insurance.
The headline…
Pretty much every business needs a continual inflow of new prospects and potential customers to remain healthy in the long term.
But not all prospects are of equal value and some may actually be damaging to your business. Advertising is one of the primary ways to attract new leads so it’s important to get that right.
Here’s a guest article from my good mate Pete Godfrey that reveals the formula for attracting the kind of business you want…
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If you want to start dealing with qualified prospects instead of tyre-kicking time wasters, then one thing you should be doing is using Lead Generating Advertising. Let me explain…
When people read editorials and articles, they tend to read the captions under the photos.
The same will happen in your sales letter. So each and every photo should have a caption under it.
If it’s a picture of your product, the caption can be an additional call to action (e.g. “Get Yours Today!”).
If it’s a photo of a person, add a relevant caption, but every caption should provide some call to action.
Remember, if it doesn’t advance the sale, get rid of it or replace it with something that does.
Caption Example:
Steak: Food For Kings
Better Caption Example:
Cook Juicy Steaks Like This Every Month...Have Them Delivered Right To Your Doorstep
One further refinement is to make the caption a clickable link that takes the visitor right to your order page.
There are a couple of ways you can use celebrities and other recognised figures in your marketing without having to pay them.
Firstly, if you’ve learned something from them, or they’ve inspired you in some way, or there is some lesson that you can draw from their actions (could be positive or negative…think Charlie Sheen of late)…
…then it’s OK to mention that. And the benefit to you is that when you mention their name, you’re more likely to attract attention.
Example, something like…
“What I Learned About Marketing From Barack Obama.”
Secondly, if a celebrity or authority figure is on record as saying something related to your product or service that can be interpreted as being supportive of that product or service in general, then again you can use that. You need to be careful with this…you can’t say they endorse your specific product or service (unless they actually do, of course).
Now, I see that chocolate maker Cadbury has landed themselves in hot water over an ad where they make reference to celebrity and fashion model Naomi Campbell…
“Cadbury Apologises Over Naomi Campbell Advert”.
The offending line was…
Here are the next 2 tips in my “Better Website Conversion Tips” series…
This might sound obvious, but stuff happens with websites. Hosting companies can have problems, your site can get hacked (happened to me with this site)…there are many reasons why your site might be down.
And if the site is down, then you won’t be taking too many orders.
So take a look at your site on a regular basis to check everything is OK or have a test service in place to do it for you.
Next…
Better Conversion Tip #3 – Watch Your Outbound Links