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Content is King! Long Live the King!

Written by: Elizabeth Ruiz

Article Overview: An integral part of effective direct marketing is using words that sell. Content (also known as copy) that speaks to your target audience is essential. You need absorbing copy with a strong call to action. Apply these 10 tips and watch your sales soar.

Content is King! Long Live the King!

An integral part of effective direct marketing is using words that sell. Content (also known as copy) that speaks to your target audience is essential. You need absorbing copy with a strong call to action. Apply these 10 tips and watch your sales soar.

1. Emphasize benefits not features. Everyone knows what a watch does but why buy one brand over another? Is it prestigious or is it fun or durable? What are the benefits to buying the time piece your selling?

2. Ask for the sale. Does your sales message ask you client for the order? Are the phrases “Order today – Buy Now – Call Us We’re waiting for your order”, in your sales copy? Make it easy for your prospect to know what to do next whether it’s to schedule an appointment or place an order.

3. Have a strong guarantee. Show the customer she can trust you. Do you have a no risk guarantee? Money back no questions asked? Let the prospect know you are interested in a long term business relationship not just a one time sale.

4. Tell a story. Help them visualize the situation where they need your product or service. Paint a vivid picture: “Tears well up in your eyes as you watch your parent struggle to remember who you are. You worry that someday you won’t recognize your children or you grandchildren when they come to visit you. Keep your memory alive with…”

5. Strong headlines. Reach out and grab the prospect’s attention with a headline like “How to Avoid Becoming the Victim of the Largest Killer of Americans, Heart Disease”. If you don’t grab the prospects attention your promotion will end up in the trash.

6. Use testimonials. Who thinks your products are great? Use their quotes. Request testimonials and be sure to have a thank you gift for customers who make the time to provide feedback.

7. Show what is in it for the customer. What will they get when they buy your product? Less stress, better communication, happiness? Focus on the benefits your business provides.

8. Consider you target market when writing the copy. Who is buying your product? Who do you want to start buying? Visualize a specific person and write for him or her as if you were taking to a friend while sitting together at your favorite coffee spot.

9. Make Responding Clear and Easy. Let the reader know how to take advantage of your offer. Make the steps clear and give them multiple ways to reach you. Give them your phone number, email address, fax number and physical address.
10. Avoid industry jargon. You may confuse your customers. Use clear and understandable terms. If you are targeting customers in a specific industry consider using a white paper.

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Article Tags: content, copywriting, direct marketing



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