Direct Response Copywriting – What Is the Big Idea? (It Is More Important Than You Think)

While it is true that people buy for emotional reasons and justify their decision with logical reasons. They also read ads to satisfy their curiosity. Especially when you pique their interest with a new and engaging idea.

The idea that Dove has one quarter moisturising cream so it won’t dry your skin out like soap can is actually a really intriguing idea.

To anyone who is looking for an alternative to traditional soap this idea of lather themselves in moisturising cream is very emotionally appealing. But the part I want to stay focused on right now us actually the idea.

The idea that the alternative is better than soap. It implies a better way – it will get someone curious enough to read the ad. Think back to the really early Ogilvy and Mather ads for Dove to understand what I am talking about. They were written by Ogilvy when he was at his most productive and did some of his best copywriting.

I have deliberately used a really simple example here. If you look at a lot of financial newsletter/ trading programs they all exploit the concept of a big idea brilliantly.

Many times it is a variation on the theme of “I have cracked a financial market” Such as the share market, commodities market or options market. They elaborate with “I know an exact system that brings order to an otherwise random and baffling thing” – the share market.

To anyone who is an active investor the idea that there is order to the financial markets is very appealing. They want to know more. They want to understand how somebody found a way to create this perfect system.

In this case there is added emotional appeal to the idea. The exact system implies that you can predict the stock market and therefore you’ll have an inside track to making big profits. The big benefit is implied.

If you combine a big idea with a strong emotional appeal in your copy, the opening of your copy will be much more compelling. As a result your response will be much higher than if you have only a strong emotional appeal in your opening paragraphs.

Many copywriters treat their readers as one dimensional. A ball of emotion, driven by either fear or greed. Only the most cynical of us think of the ‘real’ people in our lives this way. When you write copy you are dealing with the same real people you are trying to build a relationship with. So treat them as real people and they’ll reward you with more sales and better patronage.

The first thing you can do to more deeply engage your reader is to create a use a really compelling idea. An idea that will get your reader to stop and take notice of your promotion. Then introduce other related ideas through out the body copy.

Direct-Response Marketing – Three Reasons Why Direct-Response Can Boost Sales Almost Immediately

Direct-Response Marketing is often thought of only in its most basic form…direct mail.

But direct-response (or “DR”) isn’t limited to mail. It can be used for websites, email, print ads, case studies, brochures, and much more. DR copy is one of the fastest ways to boost your bottom line.

You do want to boost your bottom line, don’t you?

Here are three reasons why you should use DR marketing for your websites, emails, brochures, print ads, and any other piece of copy you can think of:

You know right away if an ad is working

Branding, by nature, takes time to be effective (if it’s ever effective).

Direct-Response, on the other hand, gives you immediate feedback. If you publish an ad on Monday, and aren’t getting calls that day, you know the ad didn’t work.

If an ad fails, you can kill it and never run it again.

Which leads to the next point…

It gives you more control

Branding can’t be measured because a brand ad isn’t asking for an action.

Because DR ads ask for action, you can measure the effectiveness of each ad and each medium.

You get to learn how much you are paying per customer, per lead, the cost per sale, and any other metric that’s important to you (such as the price customers are willing to pay).

Speaking of different mediums…

Once you find something that works, you can easily apply it to other mediums

One of the hardest parts of running a business is finding the benefits and sales messages that appeal to your customers.

With branding, you can never be 100% sure what’s working (because your goal is to expose people to your brand, not get an immediate sale).

With DR, you know exactly what’s working, and once you find a sales appeal that works, you can apply it to every medium.

Direct-Response also helps with product and service development. If you find that “fast results” sells more than “low-cost”, you can create products that help meet your customers need for speed.

There’s only one problem…

Branding ads are often very creative, beautiful, and a lot of fun to make.

But, you must always ask yourself…is the purpose of your ad to please people, or is it to make you money?

Would you rather hear people tell you that you’ve created a beautiful ad, or would you rather watch your bank account grow?

Are you ready to give direct-response marketing a try?

If you are, I have something that I think you’ll love.

Direct Sales Success – 3 Tips to Build a Better Website

If you’re a Network Marketing consultant with any reputable company, you’re in a field of competitors that spans your state, the nation, and possible the globe. How do you compete on a scale like that? Most companies don’t have territories, which can be both a blessing and a curse. It’s a blessing because you can prospect anywhere, but it’s a curse, because you can have an inordinate number of consultants in one market – essentially flooding the market and diluting customer value. What’s a good consultant to do – especially a new consultant?

First don’t panic. Anyone can be successful in Network Marketing by understanding the need to distinguish yourself from your competitors. I’ve written about this before: You are the most important product your company has to offer, and what better way to promote yourself and what you have to offer than through your own website.

Most of you will see the word “website” and shut down. “I’m not computer savvy. I don’t know how to build a website.” Relax. The great thing about being in sales in this day and age is the fact that the playing field has been leveled by the introduction of template driven websites like Blogger and OfficeLive. Don’t wait! Get started now with these 3 top tips:

1. Secure a domain name. If possible secure your own name: “janesmith.com” or “martinjones.com”, etc. Always try for the “.com” domain when possible. There are dozens of online registrars, so there’s no need to pay more than a few dollars for a year’s subscription, and there are some sites that will give you a domain name free for the first year. Just don’t tie yourself into any kind of lengthy contract. If you’re just getting started, you won’t need a lot of bells and whistles. Just get the domain name.

2. Get blogging! I use and recommend blogger.com for all my blogs. It’s a great place to start, with a few different template options from which you can select a style that’s right for you. And it’s free! Since you’re just getting started, it needn’t be elaborate. Plus, because it’s part of the Google network of companies, you have the ability to get your pages indexed right away. Blogs are a great traffic source if you’re writing about valuable information that potential clients and customers will love.

3. Link ‘em up! You can actually “assign” your domain name to your blogger address. That way when someone types in your domain name address “janesmith.com”, they will be taken directly to your most recent blog post.

These are three top tips to build your direct sales business fast using the internet. But this only scratches the surface. It’s one of the fastest ways to start creating traffic for yourself and your business. Use your blog to tell people about you and your business – but be careful! Don’t get yourself blacklisted from your company for using terms, photos, or images/logos that are not approved by your home office. Using a personal website/blog to educate your public about you is a great way to build rapport and help people get to know, like and trust you – but it should never be a place to advertise your opportunity directly – then the site will look too “salesy” and not personal enough. Remember, this is like doing a personal introduction. Tell people what you’d like them to know before they do business with you, then use personal correspondence to encourage them to check out your company site for ordering or enrollment information.

Once you establish a relationship with a prospect, you have every right to promote your offerings – but not a moment before!