Here are five techniques that will increase the response to your promotion by at least 30 per cent. All can go in the coupon in your direct mail pack:
1. See before you buy: put those words in a box in your coupon. Itâ€™s another way to tell the reader itâ€™s a free trial offer. That means he can send the item back for a full refund.
2. Free trial offer: explain carefully in detail in the coupon what the free trial promise is. For example, give the reader â€˜10 days at your desk to decideâ€™.
3. Very urgent orders: Telling people there is a way of getting their order in a hurry will always increase response. You can do that by giving a priority telephone or fax order number.
4. Ordering more than one: tell people what to do if they want several items, for friends, family or colleagues. For a subscription promotion offer to trade the subscriber up to a three or two year subscription.
5. Opt-in box: getting people to agree to receive further promotional material means lots of extra revenue, but can be a difficult to do. The answer is, don’t apologise: sell it as â€˜A full updating serviceâ€™. But make sure you give readers the opportunity to be taken off the mailing list, either entirely or partially.
A note of caution! You may be tempted to skim over these five techniques and think you have either seen them before, or that they are â€˜just commonsenseâ€™. Or you may agree they are useful and will try to remember to â€˜use them in the futureâ€™. But those five gems are worth printing out and pinning to your wall!
Details like these will turn an average promotion into a star performer, slow business into fast-moving and a mediocre copywriter into a great one.
If you go to the wizardwordz.com website, they have softeware that guides you to producing effective copy: