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Let's assume you've got to write a lead-generation letter or e-mail that must convince prospects to download a whitepaper from your website. How do you go about it?
Well, you know the drill. You show readers that you understand their pain, explain that your product's benefits that take away their pain, and then make a motivating offer that gets them to act.
So far, so good.
But there's a crucial direct response motivator I haven't discussed very much in the past that this copywriter want to highlight now ... and here it is:
You've got to tell prospects what they'll lose if they don't act.
That's right. As important as it is to get prospects to act, your copywriter must remind them mercilessly of the terrible fate they'll suffer if they don't take you up on your offer. This reminder, that they'll be left with their pain and problems unless they act, is very powerful and can definitely boost response rates.
Let me give you a few examples of how this motivator works:
WRONG:
If you want to keep your network safe and secure from dangerous intruders, be sure to download your free copy of our White Paper on the Widget FireWall right now.
RIGHT:
If you want to keep your network safe and secure from dangerous intruders, be sure to download your free copy of our White Paper on the Widget FireWall right now. Remember, the information contained in this unique document can help you keep cyber criminals from bringing down your network. Here's your chance to read it free before trouble strikes. Don't miss it!
WRONG:
Is Mary Smith bullish or bearish on the stock market? Call right now to get her free report titled "Which Way Is The Stock Market Headed?"
RIGHT:
Is Mary Smith bullish or bearish on the stock market? Call right now to get her free report titled "Which Way Is The Stock Market Headed?" Believe me, getting Mary's stock market call has never been more important. Why? Because these are turbulent times in the markets and frankly, if you're betting the wrong way, your financial future is at risk.
The take-away message this month? Your copywriter can increase response rates a lot by reminding prospects that they'll lose big-time if they don't take you up on your offer.
Ivan Levison is a freelance direct response copywriter who works for companies like Bank of America, Fireman's Fund, Intel and Microsoft. Levison writes direct mail, e-mails and Web copy. For a free subscription to his monthly e-mail newsletter for marketers, and a free copy of his report, "101 Ways to Double Your Response Rates!", visit www.levison.com.
Well, you know the drill. You show readers that you understand their pain, explain that your product's benefits that take away their pain, and then make a motivating offer that gets them to act.
So far, so good.
But there's a crucial direct response motivator I haven't discussed very much in the past that this copywriter want to highlight now ... and here it is:
You've got to tell prospects what they'll lose if they don't act.
That's right. As important as it is to get prospects to act, your copywriter must remind them mercilessly of the terrible fate they'll suffer if they don't take you up on your offer. This reminder, that they'll be left with their pain and problems unless they act, is very powerful and can definitely boost response rates.
Let me give you a few examples of how this motivator works:
WRONG:
If you want to keep your network safe and secure from dangerous intruders, be sure to download your free copy of our White Paper on the Widget FireWall right now.
RIGHT:
If you want to keep your network safe and secure from dangerous intruders, be sure to download your free copy of our White Paper on the Widget FireWall right now. Remember, the information contained in this unique document can help you keep cyber criminals from bringing down your network. Here's your chance to read it free before trouble strikes. Don't miss it!
WRONG:
Is Mary Smith bullish or bearish on the stock market? Call right now to get her free report titled "Which Way Is The Stock Market Headed?"
RIGHT:
Is Mary Smith bullish or bearish on the stock market? Call right now to get her free report titled "Which Way Is The Stock Market Headed?" Believe me, getting Mary's stock market call has never been more important. Why? Because these are turbulent times in the markets and frankly, if you're betting the wrong way, your financial future is at risk.
The take-away message this month? Your copywriter can increase response rates a lot by reminding prospects that they'll lose big-time if they don't take you up on your offer.
Ivan Levison is a freelance direct response copywriter who works for companies like Bank of America, Fireman's Fund, Intel and Microsoft. Levison writes direct mail, e-mails and Web copy. For a free subscription to his monthly e-mail newsletter for marketers, and a free copy of his report, "101 Ways to Double Your Response Rates!", visit www.levison.com.
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