Howdy all – we’re enjoying a rainy, windy night – hope the power stays on… So far so good
Thought I would talk about something related to customer conversations this week. Should I use mailing lists to promote my business service? Short answer – YES!
I remember back to my first marketing job selling mailing lists. I didn’t appreciate what I was holding in my hands. Really a mailing list is a legal money printing press. I should have paid closer attention, or read some of those direct mail proofs and mockups. It was marketing gold wrapped up in great copy. I didn’t realize what a goldmine selling “CPM Sweepstakes Yes” and “Ecofriendly Affluent buyers” would be. Mailing lists reach deep into the pockets of targeted hungry customers!
Next question I’m asked – how do I write a sales letter? First suggestion – call me. If that isn’t in the cards remember there are two different types of writers in business. People who breakout in a cold sweat when they have to write, and people who believe they can beat the best copywriter at their own game.
Here’s the big secret… you don’t need to be an excellent writer to be a great copywriter. The trick is to give your prospects something to salivate over, and offer them an ethical bribe within great copy! For people who write use AIDA (AIDA isn’t my girlfriend) – AIDA is a standard formula for writing marketing copy.
Attention – Grab your reader in the first few words. You only have 10 seconds to get them to read your email or letter. Attention starts right from the beginning: Jump off the page promises, controversial title of an article, the punch you in the face headline, or an awesome offer on the envelope. You are starting to get the picture of getting attention.
Interest – Keep your readers attention. Whether you’re writing an e-mail autoresponder series or a 20-page sales letter speak directly to your audience. Remember the term WIFFM – or what’s in it for me. Frame your text with the reader in mind. The best way to write is keep a mental image in your mind who you’re speaking to. What do they care about, what’s their pain, and how can you fix the problem.
Desire – You want to tap into a pool of white-hot burning desire. You want to tease, tempt and tantalize them. Leave them wanting what you offer. I hate to say it but you’re performing an old fashioned striptease when you write great copy.
Last A is Action – Tell them how to take action. Don’t write great copy, put together an irresistible offer. Just remember to ask for another date. This means give them 10 different ways to buy what you’re offering. The sooner the better on your call to action. Get them to purchase on the web.
I realize I just posted this but I wanted to add one more thing… Take away their objections. Give them a money-back guarantee. Take away all the fear of doing business with you. Of course you put yourself at risk, but if your business service is as good as you’ve promised you don’t have to worry about returns.
Remember good copy can overcome a lot of objections. Let me reiterate – don’t let direct marketing’s bad reputation spoil the party. People who hate direct mail don’t understand its power. They think direct mail is cheesy. They assume people will judge them as a blue suede shoe salesman running a second class business. Nothing is further from the truth – you are a smart business person. Bottom line – direct mail & direct website marketing works.
Until next time – keep those comments coming – I appreciate people reading the blog. If you have a copy project or need research for writing projects give us a ring.
All my best – Christine
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