Where do you start — when you want to improve your website conversion? If You Have a Lead Generation Website, Start with Your Response Page Your response page is the page that gives the details of your Offer and includes your response form. Check your analytics: What percentage of visits to that page result in [...]
If you’re relying on an e-newsletter or other promotional emails to nurture your prospects and retain your customers, do you know if those emails are being read? Interest in most e-newsletters declines fairly quickly. It’s likely that few of your promotional emails are even being noticed. And if you’re trying to reach the millennial audience [...]
Headlines usually determine whether your web page, direct mail, print ad or email message will be a success or not. It’s the headline that either draws the reader into the copy — or doesn’t give the reader a reason to read further. Why are some headlines less than effective — while others totally grab the [...]
How can you evaluate your copywriting? Use our 4-Point Test You’ve drafted your website, email, print ad, or direct mail copy using the Six Steps in the Sales Process for Effective Copywriting. And you’ve crafted an effective headline using the 6 Tests of Effective Headlines. What about the actual words? Here’s a 4-Point Test to evaluate your [...]
A San Diego company sells heart-healthy supplements on a monthly shipment plan. For their first direct mail effort, they relied on a LIST recommendation supplied by their printing broker. Unfortunately, it was the poorest list they could have selected for their particular promotion. How did their first direct mail effort do? They got ZERO response. [...]
Make your next Direct Mail marketing campaign work harder for you by following these best practices: 1. Design your package to have one clear objective Decide whether you want your package to complete a sale, generate a lead, or generate retail or web traffic — and focus on one product (or service) at a time. [...]
Do you really tie all of your marketing activities together as much as you could? Cuisinart ran print ads targeting 20-somethings, featuring good-looking guys and babes having a party. The headline was “When the burgers and ‘ritas are as good as the gossip!” No landing page was listed, just “cuisinart.com for great recipes.” When you got to [...]
“No one reads a web page with a lot of copy on it. I can’t believe that web pages should be written the way you’d write a sales letter.” Actually . . . Visitors to your web site won’t read POORLY WRITTEN copy — or copy that LOOKS difficult to get through. But people are NOT PERSUADED [...]
Lately, a number of marketers with “Social Media” in their title have posed questions online about having a plan for their social media marketing efforts. One marketer asked if a social media plan should look like a marketing plan or an SEO plan. The answer is “yes” and “yes.” Because why would the steps or [...]
ROI — or Return on Investment — is used to measure the rate of return that a marketing program or programs achieved for the money invested. The simple ROI formula is: Net Profit / $ Marketing Costs Getting to the Net Profit number takes a few steps [...]
Have you created great Content on your website (or in the products you publish)? Use it to boost your Direct Mail and Email Success . . . (discussion follows the slides below). Content Boosts Direct Mail Success from Karen Marchetti After choosing the most effective mailing list(s) available, the next 3 Direct Mail and Email Success [...]
Which is the largest group of visitors to your website? It’s likely to be prospects — especially prospects who visit only once. Studies continue to find that over 98% of prospects to a website never leave a trace — no registration, no comments, no completion of the “contact us” form — nothing. (And you should [...]
“Gee, that sales copy isn’t even grammatically correct . . .” Good copy is written the way people speak. Most of us usually speak in simple language. And usually in relatively short sentences. That type of copywriting is very easy to get through for the average reader. However . . . our speech is not [...]
When your objective is to generate measurable, trackable leads — or to sell direct — be sure your website (and your marketing team) is equipped with these proven results generators: The Right STRATEGIC Direction: 1. Clearly answer “why I should buy yours (or respond, or donate)” About 90% of ads, direct mail, and websites don’t [...]
What makes great email marketing copy? When you prepare your next promotional email message, be sure it meets these 7 key tests: 1. Compelling Email Subject Line Create a subject line that delivers a strong reason to open or read the message. Promise a benefit, the “what’s in it for me.” This is a key [...]
