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THE LEVISON LETTER
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Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising
Published by
Ivan Levison, Direct Response Copywriting
February, 2004
Volume: 19 Number: 2
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The formula for direct response copywriting success
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I want to tell you about a phone call I got a few weeks
ago.
It was from a prospective client who was interested
in
having me copywrite a lead-generation letter for him. He
told me that he had heard good things about the response
rates I get for my clients and hoped that I could bring a
lot of creativity to HIS project.
His comment, which of course was very kind and well
meant, showed that he was looking for the wrong quality
in a direct response copywriter.
You see, he shouldn't have been searching for a
"creative" writer. He should have been looking for someone
who knows the winning "formulas."
Does this sound like I'm splitting hairs? I sure hope
not. Because the distinction between copywriters who are
"creative" and those who use tried and true techniques is
a crucial one that you should be aware of.
If you're developing a so-called "image" ad
that's
building awareness or brand image, soaring creativity is
much to be prized. The freshness, the imagination, and
sheer verve of a creative copywriter are valuable indeed.
But if you're trying to generate immediate response,
if
you want to gather leads, if you want to make SALES, you
better get a writer who knows what works!
The simple fact is, a seasoned direct response copywriter
knows from past experience and rigorous testing, exactly
which writing techniques are effective for a given target
audience and offer.
Let me give you a concrete example.
Let's assume that you're trying to sell a new low-end
software solution to accountants. A so-called "creative
approach" might lead you to envelope teaser copy that
sounds something like this:
"Opening the door to a world of possibilities"
You know the kind of headline I mean. One that's puffy,
pompous, and self-impressed.
A direct response writer would know that, if you want
to
get the envelope opened, you need a benefit-oriented,
battle-tested headline that gets right to the point:
"Announcing new LevisonAccountSoft for just $199!"
The writer would then add another line that would
encourage immediate action:
Announcing new LevisonAccountSoft for just $199!
Order by February 15 and get a $50 rebate!
And how about setting up the headline-cluster with a
"flag" line that
signals relevance to the prospect . . .
Attention Accountants!
Announcing new LevisonAccountSoft for just $199!
Order by February 15 and get a $50 rebate!
And while we're at it let's use a "details inside"
kicker
underneath . . .
Attention Accountants!
Announcing new LevisonAccountSoft for just $199!
Order by February 15 and get a $50 rebate!
(Details inside)
The bottom line? There are tried and true ways of
improving response rates that your copywriter should have
at his fingertips. Knowing what works trumps "art for
art's sake" creativity ANY day.
Direct response formulas that have proven themselves
over
the years are not to be scorned. They are to be mastered
and used!
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How To Get In Touch
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Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904
Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com
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Copyright 2005, by Ivan Levison, All Rights Reserved.
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