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Don't Be Shy. Ask for the Sale!

August 12, 2010 by Ivan Levison
2

2. Tell them what they'll risk or miss if they don't act.
This can be a very powerful motivator! EXAMPLE:

 http://www.Anonotech.com/download/html
I want you to know that if you don't take a look at what we've got waiting for you, you could be in big trouble. You see, very soon the version of the software you're running right now simply won't be able to solve the problems you deal with every day. Why? Because . . . ETC.

3. Tell them that you want to PROVE that everything you say is true.
This can add some spunk and energy to your copywriting. EXAMPLE:

http://www.Anonotech.com/download/html
But don't take my word for how terrific Anonotech really is. All I ask is the chance to prove that we can solve some of the toughest problems you face every day. In just five minutes, we can show you how you can. . . ETC.

4. Close on a personal note.
Email is a very cold medium. Nothing to touch. Just pixels on a CRT. That's why a personal close can warm things up. EXAMPLE:

http://www.Anonotech.com/download/html
A final note . . . I want you to know that all of us here at Anonotech have worked extremely hard to make our software easier to use than ever before! So please consider this a personal invitation to download a free, fully-functioning version of Anontech from our website right now. I know you'll love what we've got waiting for you. In fact, that's a personal promise . . . ETC.

The take-away message this month?

It's vitally important for your direct response copywriter to do more than simply lay out the wooden "features" and "benefits," write down your URL or 800 number, and expect the world to beat a path to your door. As I say so often in this column, marketers have to get out there, grab the reader's attention and start selling!

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, emails and Web copy. For a free subscription to his monthly email 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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COMMENTS

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Most Recent Comments:
Amy Fanter - Posted on August 12, 2010
Great article! This was just the kick in the tush I needed to remind me of what it is I am supposed to be doing ...

SELLING!

David P Himes - Posted on August 12, 2010
Right on, Ivan.

I think what we're seeing is the invasion of direct marketing by people trained in general advertising. And they simply don't get the difference.
Click here to view archived comments...
Archived Comments:
Amy Fanter - Posted on August 12, 2010
Great article! This was just the kick in the tush I needed to remind me of what it is I am supposed to be doing ...

SELLING!

David P Himes - Posted on August 12, 2010
Right on, Ivan.

I think what we're seeing is the invasion of direct marketing by people trained in general advertising. And they simply don't get the difference.