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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
September, 2004
Volume: 19 Number: 9
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How to overcome suspicion and doubt -
A direct mail copywriter
CAN overcome the prospect's skepticism
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These days prospects read your marketing materials with
a very skeptical eye. And who can blame them.
They're constantly bombarded by spam, inflated claims,
and flat-out lies.
What should you do to counter the deep suspicion that
YOUR emails and sales letters are greeted with?
My advice is the same as your mom's . . . "Always
tell
the truth."
Obvious, you say? Not at all.
Your standard-issue direct mail guru will tell you that
you need to use tricks and schemes that will fool the
prospect and let you slip in under their radar.
For example, in a recent issue of a well-known
publication, one such direct mail expert stated that he
"prefers a stealth creative style for (his) clients'
efforts. This includes the use of bar codes and important
sounding copy teasers to give the impression of an
official notice."
I couldn't disagree more!
First of all, I think it is wrong, plain and simple,
to
deceive anyone, EVER. Who wants to base business success
on a lie?
Second, I certainly concur that you can get someone
to
open an envelope by using deception. But what happens
then? In three seconds the prospect has opened the
envelope, glanced at your letter, and discovered that he
or she has been conned. A bad result because nobody likes
to be fooled or lied to.
Yes. In the bad old days, when prospects weren't used
to
getting tons of junk mail, and general education levels
were lower, lots of people were fooled by dishonest
tactics.
Today, people are more sophisticated and far less
credulous. Which means you face an angry backlash if
you even SEEM dishonest.
My advice, as I say over and over in the Levison Letter,
is to provide the reader with real benefits that solve
problems and reduce "pain." But there are also specific
things you can do to overcome skepticism and get the
prospect on your side. Here are just seven of them:
*** 1. 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. For
example, if you're offering a free report as a lead-
generation offer, be sure to say: "No risk, no
obligation, nothing to buy."
*** 2. Offer a guarantee
Nothing reassures a prospect more than the knowledge
that
they can get a refund if they're unhappy with your
product or service.
*** 3. Use testimonials
One of the most powerful marketing tools you have at
your
disposal doesn't cost a penny. I'm talking about
testimonials. You see, candid comments from satisfied
customers who have used your product or service have
credibility that money can't buy. YOU can make claims
about your product all day long, but your prospects know
they're self-serving. On the other hand, rave reviews
from objective users carry a LOT of weight and can help
you boost sales.
*** 4. Meet skepticism head on
For example, let's say you want the prospect to download
your software for a free trial and you know they may be
thinking that you're offering a crippled version. Be very
direct, anticipate their concern, and tell them what's
going on:
"We're not going to send you a light-weight, watered-
down, 'junior' version of our software. You're going to
receive the actual, fully-functional working product
that's setting the pace for the entire industry. Don't
miss this incredible FREE trial offer!"
*** 5. Offer "Proof"
Instead of merely asserting that that your product is
the
greatest, tell the prospect NOT to believe you and to
check things out personally. Example:
"But don't take my word for how terrific Anonotech
really
is. All I ask is the chance to prove that we can solve
some of the toughest problems you face every day. In just
five minutes, we can show you how you can . . ."
*** 6. Make a personal promise
If you believe in your product, lay your own credibility
on the line. How about ending a sales letter this way:
"AnonotechPlus is a product you really have to
see to
believe. It will transform the way you work and make your
life a whole lot easier. Believe me, you won't be
disappointed when you put it to the test, risk free. In
fact, I personally guarantee it!"
*** 7. Don't use asterisks or "small print"
They make your readers think that you've got something
to
hide. Instead of using an asterisk, bite the bullet and
tell people the "catch" right there in the body copy.
The take-away messages this month? First, be aware that
your prospects are extremely skeptical and that this is a
BIG problem. Second, take active steps to reduce their
doubts and mistrust. If you keep your eyes on the prize
and work hard to overcome their skepticism, response
rates will soar.
++++++++++++++++++++++++++++++++++++++++
See you in San Francisco!
Join me at Software Business 2004
If you're in the software industry, don't miss
Software Business 2004. It's a terrific two-day
conference that focuses on strategic business, financial,
and technical issues. Check it out right now at:
www.softwarebusinessonline.com
I'll be there Wednesday morning and would love to say
hello in person!
+++++++++++++++++++++++++++++++++++++++
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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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