|
Training for Book Authors
|
|
|
Other Resources for Book Authors & Publishers
|
|
|
Please Support Our Advertisers
|
|
|
|
|
|
3 Response Killing Direct Mail Copywriting Mistakes And How to Easily Avoid Them
Copyright (c) 2007-2023 Dan Lok
Your constant challenge as a direct mail copywriter is to effectively communicate with target markets in their language. Many writers specialize in one or two niche areas. It doesn't matter. Even seasoned writers sometimes drop the ball and make easily avoidable mistakes.
Today we'll discuss 3 common mistakes I've seen in direct mail copywriting. More prevalent online but still see some real blunders in offline copy. Put these DM copywriting tips in your repertoire and use them.
You'll see magic in your response rates and conversions...
Response Killer #1: Leading with your product, or business, and not with what the reader wants or is concerned about.
We've all heard it before, and you'll hear it again right now...the reader wants to know, "What's in it for me?" Overused? Maybe. Tired? No! You and even your product is not important to the prospect. They really and truly only want to know how they'll benefit. It's sounds completely selfish and it is. But it's an undisputed reality. So don't fight it.
Avoid writing copy that discusses who your company is, your corporate history and philosophy, or your goals and objectives. Successful direct mail always focuses on the prospect. What she wants. What her pains or difficulties in life are. Your copy should address her problems and how you'll solve them as quickly as possible.
And what's the best way to do this? Simple...
Do your due diligence. Talk to people in your target market. Go where they go and learn about their problems. Read their publications, attend the same functions, in short...get into their world and find out what makes them tick.
It's the only way to know.
And when you know your target market, your copy will speak their language and speak directly to them. Your response will directly reflect the quality of your homework. You'll also be head and shoulders above many ad agency writers who never leave their desks.
Response Killer #2: Failing to use copy that's proven to dramatically increase response. Some industry people may think these words are passé, overused, or no longer effective. And they're wrong. These response-boosters are used simply because they still work!
Words like...free, no obligation, no salesperson will call you, limited time only, new, or ground-breaking. If you use any of these words just make sure you're telling the truth about it. People aren't dumb. If you use, limited time only, and the prospect doesn't buy the first time but later receives a follow-up mailing from you for the same limited time only offer...shame on you. Consumes can have long memories and love to prove themselves right and you wrong.
If you're offering anything at no cost, tell them it's free. Tests have shown that using "free" pulls a better response than not using it. For example, a free brochure or a free sample. If there's no further obligation on their part, be sure to tell them. You'll see a better response.
The phrase, no salesman will call, has proven to have a dramatic effect on response rates. And it's simple. People hate getting calls from salespeople. There's also a telemarketing stigma attached to any salesperson calling. Just make darn sure no salesperson will call them!
People love products that have the aura of "new" attached to it. A new product with new ingredients or discoveries. Ground-breaking discoveries have a way of capturing the attention of consumers. There's an element of excitement and hope that goes along with something that's ground-breaking. But that's with the consumer markets.
You'll need to be careful with using new with business markets and especially technology or scientific related markets. Technical people are just as interested in new discoveries. But there's an element of cautiousness or skepticism that goes along with 'new'. So tread carefully if you're writing for these markets.
Response Killer #3: Misuse of features versus benefits. Of course this is probably a rule known by anyone with an inkling about copywriting. But this copy device calls for knowing exactly who your target market is and understanding what's important to them.
Direct mail to non-business consumers calls for telling them the benefits they'll receive when they buy your product or service. What's in it for them. But B2B marketing can be quite different.
Technical and scientific markets want to know features perhaps more so than benefits. Both can be discussed but a greater weight would fall on features. They want to know the "specs" depending on what your product is. They want hard information about tech data so they can make the most intelligent decisions about whether or not they need, or can even use, your product.
They do not want promises. They want to know what it does, what it will do for them as soon as they start using it. Hard data and not benefits.
Your job as a copywriter is to find out what your prospects want to know and what they need. And then talk to them in their language about how to get it.
|
A former college dropout, Dan "The Man" Lok transformed himself from a grocery bagger in a local supermarket to an internet multi-millionaire. Discover how you can maximize your website profits in minimum time. For a limited time, you can test- drive Dan's Insiders Club for 30-days Risk-Free and get $1,165 dollars worth of bonus gifts. Rush cover to: http://www.websiteconversionexpert.com/testdrive.html
|
VOTE ON THIS ARTICLE
Needs Work >>
0 -
1 -
2 -
3 -
4 -
5
<< Excellent Article
Tell our authors what you think about their article.
|
Top-Level Category: Writing and Speaking Articles
10 Most Recent Articles Written by Dan Lok
Wealthy Salon/Spa Owners View Problems As an Opportunity To Grow, Struggling Salon/Spa Owners Don't!
Written by: Dan Lok |
Distributed: 2011-07-07 |
Word Count: 485 |
Page Views: 6798
| Votes: 4 |
Rating: 1.50
Wealthy salon/spa owners focus their energies on growth and
overcoming challenges, not on worrying about what others say
or think.
Salon and Spa Owners: Which Monk Are You?
Written by: Dan Lok |
Distributed: 2011-07-05 |
Word Count: 477 |
Page Views: 6364
| Votes: 7 |
Rating: 1.00
Too many salon and spa owners are carrying around a lot
hurts, regrets, guilt, past failures and fears about the
future. But no one is forcing you to carry these emotional
rocks, so put that sack down!
The Single Most Profitable Day You Spend on Your Spa or Salon!
Written by: Dan Lok |
Distributed: 2011-06-30 |
Word Count: 470 |
Page Views: 6682
| Votes: 5 |
Rating: 0.20
Salon and spa owners need to combine their marketing plan
with marketing systems. A marketing calendar plans out
strategies for a year, and is instrumental to the success of
your spa or salon.
Wealthy Salon/Spa Owners Understand the Power of Their Words!
Written by: Dan Lok |
Distributed: 2011-06-28 |
Word Count: 480 |
Page Views: 6008
| Votes: 4 |
Rating: 1.75
When struggling salon/spa owners start practicing and using
the language of wealthy salon/spa owners they begin to
experience a freedom that goes beyond current circumstance
and have the freedom to reinvent their reality.
Attention Salon and Spa Owners: Do You Wake Up Thinking Life Sucks and Then You Die?
Written by: Dan Lok |
Distributed: 2011-06-23 |
Word Count: 384 |
Page Views: 5492
| Votes: 4 |
Rating: 1.00
Struggling salon/spa owners need to realize and become aware
that their contradictory thoughts are defeating them.
Question: How often are you sending your mind contradictory
thoughts instead of clear inspiring thoughts?
Wealthy Salon/Spa Owners Focus on What They Want!
Written by: Dan Lok |
Distributed: 2011-06-16 |
Word Count: 610 |
Page Views: 6038
| Votes: 6 |
Rating: 1.17
I have talked to a lot of successful salon/spa owners or
well as other successful business owners. There is a common
thread in all their stories. Success leaves clues.
What Can Salon/Spa Owners Learn From an Italian Deli?
Written by: Dan Lok |
Distributed: 2011-06-15 |
Word Count: 467 |
Page Views: 5144
| Votes: 6 |
Rating: 1.50
You are wondering what can I learn from an Italian deli on
how to run my salon or spa? You can learn a lot from these
three guys. See wealthy salon owners understand the same
secret these three deli owners understand. That secret being
they are not in deli business they are actually in the
relationship business.
Wealthy Salon/Spa Owners Build Their Yes Muscle!
Written by: Dan Lok |
Distributed: 2011-06-14 |
Word Count: 841 |
Page Views: 5788
| Votes: 4 |
Rating: 0.25
Struggling salon/spa owners are like a garden hose. They
seem to be in chaos all the time with a hundred things going
on all at once. They have no direction therefore no
discipline. They spray their thoughts everywhere like a
garden hose with the nozzle turned to mist. Their thoughts
and actions have no focus or power as they vaporize into
thin air.
4 Amazingly Simple Ways To Double or Triple Your Internet Sales!
Written by: Dan Lok |
Distributed: 2009-08-04 |
Word Count: 682 |
Page Views: 5238
| Votes: 23 |
Rating: 2.17
The truth is, most internet marketers don't have a problem
getting traffic. They have problems converting browsers into
buyers, and more often than not, the problem lies with their
web copy. It's brutal, but bad copy is bad copy, long and
short.
Discover Secrets to Gain Fortunes Eliminating Writer's Block, Forever!
Written by: Dan Lok |
Distributed: 2008-05-22 |
Word Count: 606 |
Page Views: 5254
| Votes: 21 |
Rating: 2.24
Book publishing, information publishing, however it's called. It
can create a wealth of fortune for you. However, what most people
understand about publishing means they have to do something big.
They have to be really knowledgeable about the subject they want
to publish. They had to be real good with writing.
All of Author's Articles on this site: Dan Lok Articles
Most Recent "Writing And Speaking" Articles
How To Inspire Yourself To Write Articles Others Will Want To Read
Written by: Bill Platt |
Distributed: 2013-07-16 |
Word Count: 937 |
Page Views: 7367
| Votes: 30 |
Rating: 2.10
Anyone engaged in writing articles for offline publications or
online business has occasionally struggled with the question of
"What to write?" This article documents the methods this writer
uses to find inspiration and processes this writer uses to create
articles people love to read.
Book Authors: How To Sell More Books And Get Your Publisher Active
Written by: Bill Platt |
Distributed: 2013-06-27 |
Word Count: 1871 |
Page Views: 57833
| Votes: 45 |
Rating: 3.40
It is an unfortunate reality that most people who write books
believe that their publisher will always put their best foot
forward, to promote their book. In the real world, it does not
quite work that way.
Eliminate This Word From Your Ads Now
Written by: Scott Bywater |
Distributed: 2010-01-08 |
Word Count: 244 |
Page Views: 4398
| Votes: 5 |
Rating: 1.80
I'm about to show you a way to make your copy flow better.
And it's probably one of the easiest steps that you could
ever take to improve your copy.
Taming the Monkey Mind
Written by: Rochelle Melander |
Distributed: 2009-07-22 |
Word Count: 630 |
Page Views: 4577
| Votes: 13 |
Rating: 1.92
What happens in your brain when you try to write? My clients
report a number of distractions and doubts. Listen in....
Retirement Is the Perfect Time to Fulfill Your Cherished Dream of Writing
Written by: Charles Jacobs |
Distributed: 2009-07-14 |
Word Count: 1105 |
Page Views: 4757
| Votes: 13 |
Rating: 1.92
Retirees are particularly qualified to fulfill their dreams of
writing. They can call on years of life and work experience.
Don't succumb to the myth that only a chosen few can see their
words in print. You can do it too, but it is essential to think
your project through and complete the research necessary to
create quality content, whether your choice is fiction or
nonfiction.
Why Write? How Writing Heals
Written by: Rochelle Melander |
Distributed: 2009-07-08 |
Word Count: 820 |
Page Views: 3842
| Votes: 11 |
Rating: 2.36
Learn how you can heal your life through journaling.
Resume Writing - Can Software Make A Difference?
Written by: David Alan Carter |
Distributed: 2008-12-18 |
Word Count: 563 |
Page Views: 5508
| Votes: 9 |
Rating: 2.78
A resume builder (i.e., resume software) is simply an interactive
tool to help you craft your own resume. If you can compose a
straightforward sentence and follow step-by-step instructions,
you can write a professional-looking resume yourself - with help
from a good resume builder. But how do you find a good one?
How to Write Your Book in a Month
Written by: Rochelle Melander |
Distributed: 2008-12-09 |
Word Count: 1122 |
Page Views: 4532
| Votes: 10 |
Rating: 2.40
How to complete a writing project in a month.
Seven Simple Strategies for Overcoming Writer's Block RIGHT NOW!
Written by: Rochelle Melander |
Distributed: 2008-11-17 |
Word Count: 1453 |
Page Views: 5149
| Votes: 11 |
Rating: 2.45
I used to think that writer's block was just another word for
procrastination. When someone whined about being blocked I
assumed it was because they had ignored the cardinal rule of
writing—in order to get anything done, you've got to put your
butt in the chair and do the time.
Get Instant Credibility!
Written by: Rochelle Melander |
Distributed: 2008-11-13 |
Word Count: 723 |
Page Views: 4007
| Votes: 8 |
Rating: 1.75
Get instant credibility by reading and recommending the work of
great thinkers and writers in your field.
Most Viewed "Writing And Speaking" Articles
Book Authors: How To Sell More Books And Get Your Publisher Active
Written by: Bill Platt |
Distributed: 2013-06-27 |
Word Count: 1871 |
Page Views: 57833
| Votes: 45 |
Rating: 3.40
It is an unfortunate reality that most people who write books
believe that their publisher will always put their best foot
forward, to promote their book. In the real world, it does not
quite work that way.
How To Inspire Yourself To Write Articles Others Will Want To Read
Written by: Bill Platt |
Distributed: 2013-07-16 |
Word Count: 937 |
Page Views: 7367
| Votes: 30 |
Rating: 2.10
Anyone engaged in writing articles for offline publications or
online business has occasionally struggled with the question of
"What to write?" This article documents the methods this writer
uses to find inspiration and processes this writer uses to create
articles people love to read.
Have You Tried Writing Your Own Biography?
Written by: Kent Jacobson a.k.a. Mr. Success |
Distributed: 2006-09-29 |
Word Count: 430 |
Page Views: 7044
| Votes: 22 |
Rating: 2.55
I had no idea how difficult it is to be articulate, concise and
yet be informative about key facets of ones life.
John Carlton: The Most Respected Copywriter in the World Wide Web
Written by: Steven Gerber |
Distributed: 2006-12-06 |
Word Count: 582 |
Page Views: 7029
| Votes: 9 |
Rating: 2.22
If you have your own business, then the internet is one of the
most useful tools that you can use today. It can literally
increase your cash flow, and multiply your customer base if you
know how to take advantage of the power of the internet.
Gary Albert: An Account of a Renowned Copywriter
Written by: Steven Gerber |
Distributed: 2006-11-24 |
Word Count: 559 |
Page Views: 6406
| Votes: 12 |
Rating: 1.50
In the line of copywriting industry, only a few can be considered
to have effective hands. Not all can write as compelling as those
who have mastered the art because of natural talent and through
experience.
Self-Promotion Writing Tips for Companies
Written by: Tammy M. Ratcliff |
Distributed: 2008-01-08 |
Word Count: 704 |
Page Views: 6067
| Votes: 9 |
Rating: 2.44
One of the best ways for companies to "get their name out
there" is through self-promotion. This is a little different
than straight up advertising and usually more effective.
Web Copywriter: What It Takes To Be One
Written by: Steven Gerber |
Distributed: 2006-11-17 |
Word Count: 586 |
Page Views: 6039
| Votes: 15 |
Rating: 2.60
There are a lot of people who wants to make money in the internet
by being a web copywriter. If you are one of these people who
want to get in to the action of copywriting for profit, you
should know how it's done and how you can be successful in the
field.
Copywriting Selling Secret #2 - 12 Magic Words
Written by: Scott Bywater |
Distributed: 2007-11-21 |
Word Count: 200 |
Page Views: 5658
| Votes: 14 |
Rating: 2.71
You're in for a real treat, because I am going to reveal a dozen
words, which could change your life. Why? Because Yale University
researches have identified the 12 most powerful words in the
human language, proven to attract attention and stir emotion
within their readers.
Improve Your Writing Skills by Reading
Written by: Dindy Robinson |
Distributed: 2006-11-28 |
Word Count: 335 |
Page Views: 5532
| Votes: 7 |
Rating: 1.86
If you want to be a good writer, you need to READ. This may seem
self-evident, but you would be amazed at how many writers I talk
to who do not ever read.
Effective Business Writing Tips for Professionals
Written by: Sharif Khan |
Distributed: 2007-11-07 |
Word Count: 974 |
Page Views: 5519
| Votes: 28 |
Rating: 2.21
Learn the art of effective business writing to help increase
sales, improve business communications, win business proposals,
generate new business leads, and develop better business letter
writing and report writing skills.
Highest Ranked "Writing And Speaking" Articles
Book Authors: How To Sell More Books And Get Your Publisher Active
Written by: Bill Platt |
Distributed: 2013-06-27 |
Word Count: 1871 |
Page Views: 57833
| Votes: 45 |
Rating: 3.40
It is an unfortunate reality that most people who write books
believe that their publisher will always put their best foot
forward, to promote their book. In the real world, it does not
quite work that way.
How to get read on the World Wide Web
Written by: Rick Sloboda |
Distributed: 2007-03-01 |
Word Count: 387 |
Page Views: 4622
| Votes: 23 |
Rating: 3.39
When writing web copy for the all-too-noisy World Wide Web,
nothing is more powerful than simplicity. As a result, your web
copy messages need to be clearly defined and concise.
The Greatest Copywriting Skill And How to Learn It
Written by: Dan Lok |
Distributed: 2007-11-13 |
Word Count: 705 |
Page Views: 5245
| Votes: 10 |
Rating: 3.30
The most powerful skill you can have as a copywriter is getting
inside your prospects head and talking to them in their language.
When you do that, and do it well, they'll listen to you. When
you're talking to them about their most pressing problems, their
most dire needs, and deepest desires...in their language...magic
happens.
Are Web Users Dense?
Written by: Rick Sloboda |
Distributed: 2007-03-20 |
Word Count: 313 |
Page Views: 4200
| Votes: 32 |
Rating: 3.28
Clients and students frequently question why website writing
should hover around a grade eight level.
Writing for the Web:Nourish the Spider, Engage the Human
Written by: Rick Sloboda |
Distributed: 2006-11-28 |
Word Count: 421 |
Page Views: 4918
| Votes: 32 |
Rating: 3.16
When you're writing for the Web, you answer to two masters:
humans and spiders. For your website to reach its full potential,
your web writing needs to appeal to the emotional needs of your
target audience as well as the logical needs of search engine
spiders.
Touch Your Prospect's Soul With Empathetic Copywriting
Written by: Dan Lok |
Distributed: 2007-11-06 |
Word Count: 557 |
Page Views: 5211
| Votes: 12 |
Rating: 3.08
It has often been said that copywriting is science and art. And
the best copywriters will be the first to tell you it's an
endeavor with a life-long education. You can set your copy apart,
be unique, and find your own personal style by going within.
Forget books for a while.
Principles to Follow in Copy Writing
Written by: Steven Gerber |
Distributed: 2006-11-20 |
Word Count: 561 |
Page Views: 4714
| Votes: 9 |
Rating: 2.89
Children are fond of copying almost anything they see, especially
if it's performed by an adult. Most kids now are familiar with
the computer, and the many features of this amazing thing. But
copying is not always interpreted with its literal meaning.
There's this process which is considered an art in itself that
only well- experienced and dedicated persons can do, and this is
called...
Do Your Readers Wish You Would Stop Writing Articles?
Written by: Jadyn Benjamin |
Distributed: 2007-01-08 |
Word Count: 386 |
Page Views: 5244
| Votes: 20 |
Rating: 2.85
For a lot of us, writing articles can be a chore. Even if you
don't gnaw on your nails in the fear of breaking grammatical
rules, the thought of churning out even one 700+ word article per
week is probably daunting. But is there an alternative that is
easier - and sometimes more effective - that you can use to gain
free exposure from writing without having to write long articles?
Stranger Than Fiction
Written by: Sharif Khan |
Distributed: 2007-02-13 |
Word Count: 854 |
Page Views: 4291
| Votes: 21 |
Rating: 2.81
Inspirational movie review exploring the film Stranger Than
Fiction and the important questions it raises in how we live our
lives.
Resume Writing - Can Software Make A Difference?
Written by: David Alan Carter |
Distributed: 2008-12-18 |
Word Count: 563 |
Page Views: 5508
| Votes: 9 |
Rating: 2.78
A resume builder (i.e., resume software) is simply an interactive
tool to help you craft your own resume. If you can compose a
straightforward sentence and follow step-by-step instructions,
you can write a professional-looking resume yourself - with help
from a good resume builder. But how do you find a good one?
|
|
|
|
|
|
|
Article Reprint Rights
|
This work is
licensed under a
Creative Commons
License
You are not required to show the creative commons license notice when you reprint this work.
|
|
Article Statistics
|
Word Count: 834
Total Views: 4558
Article Rating: 2.10 of 5
Votes Cast: 20
More Articles By Author:
Articles On This Website
Last Distribution Date:
2007-10-29 10:00:00
Internal ID: #5360
|
|
|
Home