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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
May, 2003
Volume: 18 Number: 5
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How a copywriter can make a
fulfillment piece irresistible
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Do you plan on generating leads through a direct mail
or
e-mail campaign?
Will you be offering a fulfillment piece that can be
downloaded from your Web site or sent via snail-mail?
Then you had better use a little imagination and
creativity!
You see, the days of telling the prospect that they
can
get a free "White Paper" are over. At least for successful
companies. The White Paper, as an offer, is so overused,
so tired and flat, that I urge my clients to try something
different.
Let's take a look at five ways to make your next
fulfillment piece so enticing that prospects will just
HAVE to request it:
1. Give it a compelling title.
For starters, instead of calling your document a White
Paper, make the offer more exciting and lively. The goal
is to make prospects feel that they MUST read what
you've got waiting for them!
WRONG:
Free White Paper on Network Security
RIGHT:
Get your Free Guide:
"How to stop hackers, crackers, snoops, and kooks
from bringing down your network."
(They're trying to do it right now!)
WRONG:
Free White Paper: "Improving Warehouse Productivity"
RIGHT:
Free for warehouse managers -
"Seven proven ways to manage your warehouse better!"
WRONG:
Free White Paper: "Reducing Medical Malpractice
Exposure"
RIGHT:
Being sued for malpractice can damage your livelihood,
your family, and your reputation.
Our "Free Guide For Concerned Physicians" can show you
how to stay out of court and out of trouble!
2. Tell the prospect what they'll learn.
Be sure to let the reader know what specific information
they'll find in the fulfillment piece. Go to town and tell
them, in detail, all about the "must read" information
that's waiting for them.
For example, if you're offering a free brochure titled
"Unlocking the Power of Contact Management Software."
You could use descriptive bullets like these:
+ 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, e-mail
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.)
3. Design the cover for maximum impact.
Use large type on the cover of your fulfillment piece.
That way, when you reproduce it on an envelope, letter, or
HTML e-mail, it will be easy to read.
4. Use call-outs or captions to highlight reasons for
requesting your fulfillment piece.
Link these call-outs or captions to a photo of the
fulfillment piece.
5. Emphasize that there's no cost or obligation.
Be sure to state that your fulfillment piece is absolutely
free. "There's no cost. No obligation. Nothing to buy."
The take-away message this month? It isn't just what's
in
your fulfillment piece that counts. How well you motivate
the prospect to request it in the first place is also vitally important!
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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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