THE LEVISON LETTER
Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising
Ivan Levison, Direct Response Copywriting
Volume: 22 Number: 5
Eight ways to generate more leads
In this issue of The Levison Letter, let's take a look at some proven ways to generate more leads for your product or service.
Here are just eight time-tested, practical ideas you can put to use in your direct mail, e-mail, advertising, or on your Web site.
1. Include your offer in the headline.
Readers are moving quickly and won't stick around waiting for you to get to the point. If you want them to take advantage of an offer, say so right from the get-go:
"Announcing a FREE software trial offer for accountants who manage fixed assets!"
2. Expand on the offer in the subheadline.
There's no law that says you have to write a headline and then jump directly to the body copy. A nice little subheadline can flesh things out:
"Announcing a FREE software trial offer for accountants who manage fixed assets!
(Here's your chance to try our award-winning software without paying a penny!)"
3. Explain the offer early in your letter.
It is a big mistake to wait until the end of the letter before explaining the offer. Again, it's a fact of life that readers want you to get to the point quickly, so let them know what you've got to offer immediately:
I'm writing with a free offer that can help you solve some of the toughest ISP management problems you face every day . . .
If you contact Anonotech immediately, I'll send you a copy of our fact-filled "Complete Guide To Effective ISP Management" absolutely free.
This 'must read' 12-page document shares the vitally important lessons we've learned. . . etc."
4. Include the word "Free."
You know this rule of course. So tell me why this magic word isn't used more widely in marketing materials. Hey, it works!
5. Stress the fact that your offer has no strings attached.
Very important. Your readers want to know that if they respond, they won't be hounded in the future. So be sure to let them know:
"Please remember that there is nothing to buy and no risk or obligation of any kind."
6. Include a photo of your offer.
101 Ways to Double Your Response Rates
If you've got a white paper, a report, an information kit, a free ANYTHING, show it. A photo of your fulfillment piece makes the offer real. The picture can appear on the envelope, on the letter, on the Business Reply Card, etc. And don't forget a callout (a short block of copy that's linked to a photograph or illustration by a straight line). It tells the reader what they're going to get and why it's worth requesting the offer!
7. Give your fulfillment piece a compelling name.
Whatever you do, don't make a bland offer. Give your offer a name and SELL IT!
WRONG: Get our free report now.
RIGHT: Get our free report, "Five Ways To Protect Your Precious Data!"
WRONG: Don't miss our free Information Kit.
RIGHT: Don't miss our free Information Kit, "How To Choose An ERP Solution - A Practical Guide For IT Managers."
8. Make it a "limited-time" offer.
One of the ways to get your readers to act is to create a sense of urgency. So give them a deadline. (You can always contact them later and say that due to incredible demand, you're extending the deadline.)
Ivan, if you'd like me to help you generate leads, give me a call any time at (415) 461-0672. I can write your email or direct mail, or punch up your Web copy . . . and do it affordably! Whatever copywriting help you need, we should talk.
Let's go to work!
How to get in touch . . .
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