There are two reasons.
NUMBER 1: The opening is fuzzy.
And how do you know that it is? Perhaps you’re engaging in small talk. Well, your marketing isn’t the place for small talk. Small talk loses readers. Lost readers bring low response.
Or maybe your point is unclear. But get this…you should be persuading people to reply.
Make your reason for reading difficult to miss.
Quickly communicate what you want to say. Your reader has only one thought in mind: “What’s in it for me?”
Get to the point.
NUMBER 2: The ending spurs no action.
Tell your reader how to respond.
When you close, be persuasive and authoritative, and repeat the reasons why your prospect should reply.
If a reader reaches the end of your marketing copy and fails to reply, this is no good. I mean, you did get them to read to the end. It’s time to make the sell.
Don’t end weak.
When you sit down to write your marketing copy, you want to make sure you’re doing it for the right reasons—to make a sale or get a response.
So increase your chances of getting the action you want by writing an effective open and close.
To your sales success,
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What’s the key to attracting a cache of paying customers?
Persuasive copy drives winning marketing. I mean, how else can a reader connect with your message? Think about it.
And the moment that you place copy into a solid marketing method, you begin to own a formula for repeat success.
Speaking of marketing methods, here’s one I’ll share with you. I call it the Handy Four-Step Marketing Method. When used, it’s pretty much like taking a prospect by the hand–where they have no knowledge of your offer– and leading them to the point where they make a purchase.
I recently helped an information publisher launch a new business with it. So here it goes:
- Drive traffic. Use pay-per-click or PPC ads, emails, and articles for this purpose.
- Collect opt-ins. Create a persuasive landing page with a free information offer. You’ll have permission to follow-up in exchange for the information you give when they opt-in. The free information you give might be a special report, online video, audio recording, etc.
- Build engagement. Write and launch a series of autoresponder messages driving readers to your sales offer.
- Make the sale. Create a sales letter or online conversion page containing your offer. Collect profits.
Any kind of business can use the Handy Four-Step Marketing Method–technology, consulting, nonprofit, personal service, etc. Just plug in convincing copy in steps one through four…and go!
To your business success,
PS – Heads up: There are open slots on Handy Copywriting’s calendar available for May. I predict that the business that fills these slots will achieve results they can take to the bank. Call my office for other dates or just click right here.
I read a book that can help any business owner or nonprofit gain better marketing results.
I’ve been reading books about direct response marketing, persuasion, strategy development, sales, advertising, copywriting, design and human nature for more than 12 years. I’ve compiled quite a few of them.
“Changing the Channel – 12 Easy Ways to Make Millions for Your Business” tells readers concisely how marketing using multiple media channels works. To quote: “Multi-channel marketing is simply offering customers more than one way to buy.” And there’s even a free bonus for people who want to learn more beyond the book.
I like the book’s clear structure, plain language, and easy-to-start ideas. (In fact, I even had the chance to meet one of the authors of this book while in Del Ray Beach, Florida some time ago. Interesting…huh?)
“Changing the Channel” is a good book to add to your own business library.
To your success,
PS – You can find out what others thought of this book too by going to www.Amazon.com. Enjoy!