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This month, let's take a look at some proven ways to generate more leads for your product or service. Here are just eight time-tested, practical ideas you can put to use in your direct mail, email, advertising or on your website.
1. Include your offer in the headline.
Readers move quickly and won't stick around waiting for you to get to the point. If you want them to take advantage of an offer, say so right from the get-go:
"Announcing a FREE software trial offer
for accountants who manage fixed assets!"
2. Expand on the offer in the subhead line.
There's no law that says you have to write a headline and then jump directly to the body copy. A nice little subheadline can flesh things out:
"Announcing a FREE software trial offer
for accountants who manage fixed assets!
(Here's your chance to try our
award-winning software without paying a penny!)"
3. Explain the offer early in your letter.
It's a big mistake to wait until the end of the letter to explain the offer. Again, it's a fact of life that readers want you to get to the point quickly, so let them know what you have to offer immediately:
"Dear Ivan:
I'm writing with a free offer that can help you solve some of the toughest ISP management problems you face every day ...
If you contact Anonotech immediately, I'll send you a copy of our fact-filled 'Complete Guide to Effective ISP Management' absolutely free.
This 'must read' 12-page document shares the vitally important lessons we've learned … etc."
4. Include the word "Free."
You know this rule, of course. So tell me why this magic word isn't used more widely in marketing materials. Hey, it works!
5. Stress the fact that your offer has no strings attached.
Very important. Your readers want to know that if they respond, they won't be hounded in the future. So be sure to let them know:
"Please remember that there is nothing to buy and no risk or obligation of any kind."
6. Include a photo of your offer.
If you have a whitepaper, report, information kit, a free ANYTHING, show it. A photo of your fulfillment piece makes the offer real. The picture can appear on the envelope, letter, business reply card, etc.
And don't forget a callout (a short block of copy that's linked to a photograph or illustration by a straight line). It tells readers what they're going to get and why it's worth requesting the offer!
1. Include your offer in the headline.
Readers move quickly and won't stick around waiting for you to get to the point. If you want them to take advantage of an offer, say so right from the get-go:
"Announcing a FREE software trial offer
for accountants who manage fixed assets!"
2. Expand on the offer in the subhead line.
There's no law that says you have to write a headline and then jump directly to the body copy. A nice little subheadline can flesh things out:
"Announcing a FREE software trial offer
for accountants who manage fixed assets!
(Here's your chance to try our
award-winning software without paying a penny!)"
3. Explain the offer early in your letter.
It's a big mistake to wait until the end of the letter to explain the offer. Again, it's a fact of life that readers want you to get to the point quickly, so let them know what you have to offer immediately:
"Dear Ivan:
I'm writing with a free offer that can help you solve some of the toughest ISP management problems you face every day ...
If you contact Anonotech immediately, I'll send you a copy of our fact-filled 'Complete Guide to Effective ISP Management' absolutely free.
This 'must read' 12-page document shares the vitally important lessons we've learned … etc."
4. Include the word "Free."
You know this rule, of course. So tell me why this magic word isn't used more widely in marketing materials. Hey, it works!
5. Stress the fact that your offer has no strings attached.
Very important. Your readers want to know that if they respond, they won't be hounded in the future. So be sure to let them know:
"Please remember that there is nothing to buy and no risk or obligation of any kind."
6. Include a photo of your offer.
If you have a whitepaper, report, information kit, a free ANYTHING, show it. A photo of your fulfillment piece makes the offer real. The picture can appear on the envelope, letter, business reply card, etc.
And don't forget a callout (a short block of copy that's linked to a photograph or illustration by a straight line). It tells readers what they're going to get and why it's worth requesting the offer!
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