-------------------------------------------
THE LEVISON LETTER
-------------------------------------------

Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising

Published by
Ivan Levison, Direct Response Copywriting

January 2007
Volume: 22 Number: 1

=======================================
Sweat The Details. Sweet The Profits.
=======================================

Marketers these days, have to worry about big, important issues . . . branding,
click-through rates, Web site "stickiness," you name it.

But as we all know, marketing success ultimately hinges on how you handle
all the little details. In other words, how you execute.

So let's jump from the strategic to the tactical level and take a look at an extremely
narrow, seemingly trivial subject.

Why? Because I want to try to demonstrate that when you're writing a letter,
email, ad, or Web site, a whole lot of thought can and should go into the
nittiest of gritties.

So let's talk about bullets.

DEFINITION: A bullet is a dot, or other symbol, followed by a short sentence
or phrase that's used to communicate information very quickly.

+ This is an example of a bullet.

"Big deal. So what about it?" you ask.

The answer is, even a humble list of bullets can be transformed into an extraordinarily
powerful selling tool IF you handle it the right way. And many marketers don't.

Let me give you an example . . . Let's pretend that the publisher of a new Contact
Management software product is writing a lead-generation letter to prospects. She
is trying to get the reader to request a free brochure titled "Unlocking the Power of
Contact Management Software."

Here is how the bullet list, positioned in the middle of the letter, might be
written the WRONG way:

"Call right now for your free brochure. It explains a
number of important features our new product has to
offer:

+ Increases your productivity.

+ Tracks all activities within every account.

+ Allows you to manage the sales process.

+ Keeps you in touch with valued customers.

+ Fully Web-integrated.

+ Works on the PC, Mac, and PalmPilot platforms."

What's wrong with this copy? The set-up lines, leading into the bullets, are flat
and unmotivating. And the bullets themselves are dead. There is no SELLING
going on. Who the heck is going to request the free brochure when the benefits are
so darned bloodless?

Now, let's rewrite the passage and add a little OOMPH . . .

"Why is it so important for you to request this "must read" free brochure? Because it
provides proven, practical ideas for quickly and dramatically increasing sales -- ideas
you just can't find anyplace else. For example, we'll show you . . .

+ How to turn the business cards in your drawer into a winning sales campaign.
It's worth requesting your free brochure for this section alone! (Page 2.)

+ Five ways to get a flood of great new leads coming down the pipeline! (Page 4.)

+ Three techniques for closing sales in half the time! (Page 5.)

+ How to launch a money-making, non-spamming, email sales campaign with just
three clicks of your mouse. (Page 6.)

+ The four biggest mistakes salespeople make -- and how you can avoid them! (Page 8.)

+ How five real-life salespeople used our software to increase their income by 35%
-- and how you can too! (Page 11.)

And that's just for starters!"

See what I mean? A little thought, a little energy, and things come to life.

The takeaway message this month . . .

If you pay attention to the details, and try to make every single part of your letter, ad,
or email truly motivating, you can dramatically increase response rates.

=====================================
How To Get In Touch
=====================================

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

=============================================
How To Subscribe/Unsubscribe
=============================================

SUBSCRIBE FREE to The Levison Letter at
http://www.levison.com

UNSUBSCRIBE by sending a Reply to this message with
just the word unsubscribe in the subject line.

IMPORTANT: Your subscription information will NEVER
be traded, sold, or used by anyone else. That's a personal
promise.

_______________________________________________
Copyright 2006, by Ivan Levison, All Rights Reserved.

Recent Back Issues of The Levison Letter