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How to Break A Few Rules in Your Direct Marketing Copywriting…

using persuasive or direct response writing to get your copy read.

More than likely, your teachers drilled you on avoiding various “mistakes,” such as ending your sentences with prepositions.

These are valuable lessons. However, in the real world, people tend to respond to writing that is less formal and more like ordinary conversation. Being persuasive often means breaking a few rules such as:

Avoid anything that makes the eye stop.

Weird type or extreme letter spacing creates “fixations” where you don’t want them. This slows reading and interferes with comprehension.

On the other hand, you may want to make people pause for a split second on key words or an 800 number. Italics, underlines, bold, and large type will make the eye stop where you want it to.

Use fragments.

This adds excitement. Urgency. Keeps the pace brisk. Just don’t go overboard with fragments or you’ll risk sounding affected and artsy.

Use standard type and layouts.

That doesn’t sound very creative, but for easy reading you shouldn’t get too creative. In most cases, a simple Roman or serif typeface is best for body copy.

Roman typefaces have features that make them easier to recognize than sans serif or odd typefaces. In other words, the less attention you call to the type, the easier the copy is to read.

Keep sentences short.

A good school essay may benefit from complex sentence structure, but persuasive writing requires short, easy-to-read sentences. As a rule, the average sentence length should be 16 words with 32 words as the approximate upper limit. If you have long sentences, break them into two or more shorter ones

Speaking about short, try one-sentence paragraphs.

They stand out and add drama.

Begin sentences with conjunctions.

Words such as “and,” “also,” “besides,” “furthermore,” “but,” “however,” and “so” are frowned upon in standard written English. “But” they help you break long sentences into shorter ones to make your copy flow smoothly.

Use familiar expressions.

“A sure thing,” “awesome,” and “O.K.” are all familiar and informal. Contractions such as “they’re,” “you’re,” “it’s,” and “here’s” also give your writing a relaxed tone.

Be redundant.

A “free gift” is redundant, but far more powerful than just “gift.” “Call anytime 24-hours a day” says the same thing twice, but that’s okay be-cause you want to emphasize and clarify your meaning.

Let me know what you think.

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 The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling

aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

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How to sharpen your copywriting…

and learn how direct marketers elaborate using the most important (fill in the blank) _____________.

The Hall of Fame of Great Sales Letters is filled with examples of effective sales letters – the pivotal component of almost every direct marketing and mail program. They also work well with email, websites, landing pages, digital marketing, and social media.

So, what can we gain by studying these great sales letters of all time?

Let’s see what they have in common.

Some of the best writers believe in setting the stage with a slow build up or by developing a logical argument and rationale.

However, the top-prize winners in the Hall of Fame almost always promise the most important benefit or payoff in the headline, opening sentence or first paragraph. This states exactly the offer and what the reader can gain from it. Think about it. It’s hard to go wrong by leading with your strongest and most important reader benefit.

Immediately following the opening paragraph, the Hall of Fame letter experts expand on the most important benefit expressed in the opening. This is critical. After all, a great opening need to be supported. So, these letters or any other marketing message, elaborate on the most important benefit before moving on to lessor claims.

Then, the experts tell their readers exactly what they are going to get. No questions are left unanswered. In fact, the copywriting that doesn’t make it to the Hall of Fame lack specifics on basic features – size, color, weight, sales term, and so on.

The copywriting experts always back their claims.

Hall of Fame copywriters understand that today’s prospects are inundated with messages and skeptical about advertising. So, these copywriters back their own statements with third party testimonials or in a list of satisfied customers. When they do, everything they say about the validity of their offer becomes more believable.

Next, they address the issues of fear and lack. The writers tell their readers what they stand to lose if they don’t act now. Think about it. People don’t like to be left out. They don’t like to worry, so the Hall of Fame writers incorporate an understanding of the powerful influence of this human trait.

Before closing their copy, the experts summarize the primary benefits from their opening lines. The stronger the benefits, the more they know they can persuade a reader to respond and say. “Yes.”

Keep stirring the action.

Finally, the Hall of Fame writers strive to kick up the action – to obtain a nearly instantaneous response. Experience writers, mailers and direct marketers know that once a letter is set aside for later consideration, they’re out of luck. The window of opportunity is closed. So, the experts always wind up with a call for action now – and a logical reason for their recipients to act immediately.

In this article, we talked about Hall of Fame writers and sales letters. Good copywriting is the key for convincing people to buy your product. Today, we have more channels of communication to reach more people. In the era of digital marketing we now reside in, good copy and using the techniques of direct marketing presented in this post, can win over a customer.

Summary

The fill in the blank answer is your product and service benefits. Today, you are learning more about your customers. The customer data collected may be full of surprises, but none are better than a satisfied customer.

Another how-to guide using direct marketing and mail for a #SmallBiz success during 2017. Start collecting them now!

Teaching and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I have used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

Check out are marketing evaluation program specifically designed for a small business.

Reach out now. New lower priced offers!

We’ll examine your present marketing, learn your goals and aspirations, and prepare a detailed report for your company based on your information.  Check it out today!

Thanks for reading. I hope to see you on a journey.

Mike Deuerling. aka: MarketingDoc

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© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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