Copywriting with direct response techniques

It's been proven time and again:

In order to get prospects to respond to you marketing
collateral, you have to ask them to.

Why not put the power of direct response techniques to work
for you?

Putting direct response to work means a lot more than a box
at the bottom of your ad listing your phone number and other
contact information.

Let's start with the headline. It is the most important part of
your ad by far. In fact, it's the only part of your ad that virtually
everyone will read.

Does that mean I should think of a clever play on words or
grand ideas to capture the attention of your clients?

The answer is: not if that obscures your benefit.

The headline, from a Siemans ad, topped a picture of an old
man making a kite with his grandson.

What does this ad advertise? Kites? A book on parenting?

Who likely read this expensive full-page ad?

Parents and prospective parents. And those who habitually
read the ads or suffer from chronic boredom. And if I don't
read the body copy, the meaning of this headline leaves me
in the dark.

Don't get me wrong, a provocative question can make a great
headline. But it should bring the benefit of your product
before the prospect's eyes.

Consider on of my favorites, from an ad by Bob Pallace:

Now who do you suppose read and answered this ad?

That's right: people who needed an ad agency or didn't like
their current one.

If Seimans wants to run "image" ads, that really is fine and
dandy. They're a venerable company with money to spare.

But for the no-nonsense business of growing your business
and selling your product or service, consider your audience
and demonstrate that you can fill their needs. Do it right in
the headline, before they tune out.

Another proven way to increase response is to include a
coupon in your ad. If your ad is too small, you might make the
entire ad a clip-out coupon.

People's eyes stop when they see a coupon because they
know that it indicates something of value. One benefit (a
discount or rebate, two-for-one) is visible from the form of
your ad, let alone the content. That's before your prospect
has read a single word.

Just as a well-considered headline shows your prospects that,
yes, you are talking to them specifically, someone with their
interests, and not to just anybody, a coupon makes them say,
"Oh, there's something in it for me!"

To read this article in its entirety, send for my free special
report, How to Get the Most from Your Copywriting Dollar.

Just type "Get the Most!" in the subject line.

The Golden Key
John Barefield, President
174 Laurel Drive
Ridgeway Park
Manchester, NJ 08759

732-917-0237
procopy@johnbarefield.com