Are you using this great direct response motivator?

Ivan Levison —
Direct Mail, E-mail and Advertising Copywriting

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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

July, 2003
Volume: 18 Number: 7

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Are you using this great direct response motivator?
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Let's assume you've got to write a lead-generation
letter or e-mail that must convince prospects to download a
White Paper from your Web site.

How do you go about it?

Well, you know the drill. You show readers that you
understand their pain, explain that your product's
benefits that take away their pain, and make a
motivating offer that gets them to act.

So far, so good.

But there's a crucial direct response motivator I
haven't discussed very much in the past that I really
want to highlight now . . . and here it is:

You've got to tell prospects what they'll lose if they
don't act.

That's right. As important as it is to get prospects to
act, you must remind them mercilessly of the terrible
fate they'll suffer if they don't take you up on your
offer. This reminder, that they'll be left with their
pain and problems unless they act, is very powerful and
can definitely boost response rates.

Let me give you a few examples of how this motivator
works:

WRONG:

If you want to keep your network safe and secure from
dangerous intruders, be sure to download your free copy
of our White Paper on the Widget FireWall right now.

RIGHT:

If you want to keep your network safe and secure from
dangerous intruders, be sure to download your free copy
of our White Paper on the Widget FireWall right now.
Remember, the information contained in this unique
document can help you keep cyber criminals from bringing
down your network. Here's your chance to read it free
before trouble strikes. Don't miss it!

WRONG:

Is Mary Smith bullish or bearish on the stock market?
Call right now to get her free report titled "Which Way
Is The Stock Market Headed?"

RIGHT:

Is Mary Smith bullish or bearish on the stock market?
Call right now to get her free report titled "Which Way
Is The Stock Market Headed?" Believe me, getting Mary's
stock market call has never been more important. Why?
Because these are turbulent times in the markets and
frankly, if you're betting the wrong way, your financial
future is at risk.

The take-away message this month? You can increase
response rates a LOT by reminding prospects that they'll
lose BIG time if they don't take you up on your offer.

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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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