Businesses need to attract clients. Advertising can do that if done well. This is where you come in. Read advertisements! Which ones do you respond best to? Try this: cut out a few of the advertisements you like best and show them to several friends. Record their level of interest and rank the results. You'll probably see a pattern where one or two of the advertisements emerge at the top of everyone's list. Study those to see why. Very likely, you'll see that the use of a few key words and the message they imply will prompt people to respond positively to those ads. Direct Mail: Many businesses do direct mail as a method of acquiring new customers. These works must be written well to achieve the type of response that will make the effort worthwhile financially since postage and printing costs make it an expensive method of advertising . But it works! Well-written direct mail can bring in hundreds and thousands of new customers . Your writing efforts are not merely a cost in constructing a direct mail letter; in fact you can help a company earn substantially more as a result of a successful direct mail cam-paign. Effective direct mail creates an image in a client's mind. That vision is primarily one in which the person's life will be enhanced by the purchase of the product or service being advertised. This is your goal -- to help the potential customer see how much better things will be because of what you are "advertising" in the letter. Here are ways to make a direct mail letter effective. -The opening of the letter should be treated with the same reverence as a headline. You have to grab the reader's attention quickly and make them want to keep on reading. It mat be the outside of the direct mail envelope that starts the process. If it's good enough, the person tears open the envelope and begins reading. Then the headline /first paragraph of the letter must create the same effect -- to keep the person reading. -There must be reasons to keep reading, usually in the form of some benefits. Because the person opened the envelope, there is a free offer. Then, when reading the first paragraph, more benefits jump out -- the value of the service or product, perhaps. Put in a good "benefit" with each paragraph -- and keep the paragraphs short! - Don’t offer benefits that aren’t believable. Don’t make promises you can’t keep. The idea is not to make people skeptical, but to see the tangible benefits you offer are valid. To this end, be specific. General terms usually provoke disbelief, while actual specifics are shown to have more honest-sounding appeal. - Understand the product or service yourself. Would you buy it? If so, why? If you understand why you’d buy it, you can set about convincing people using the same thoughts. - Use third party affirmations, if available. If it’s only your copy, it won’t leave as good an impression as the insertion of a few "outside" quotes from others, testifying to the effectiveness of the product or service.
|
All Rights Reserved © 2005 - 2012 www.ebook-retailers.com ebooks