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Most advertisers and charities think of direct response strictly as a device to "get". Unfortunately, most readers also want to get. So, to succeed, you must adopt a "give" attitude... beyond what you offer in product or service. Give them something immediately in your ad, your letter, your web page. Give them news, business tips, interesting stories, resources, freebies, special deals.
7. USE TESTIMONIALS.
They're proof that you're as good as you say you are, and that you'll do what you say will do. Like...
"I increased profits by $100,000 last year using your services..."
Joe Smith, President, Smith Corporation
The more specific testimonial more power it has. Give full attributions whenever possible. Testimonials give you believability and credibility. You can't do successful direct-response without these two essential factors.
8. OFFER A MONEY-BACK GUARANTEE.
Whatever you are selling, make sure you offer a money-back guarantee. It's a critical factor in getting someone to send in their monty to someone they don't know or maybe never heard of.
9. CREDIT CARDS, TOLL FREE NUMBERS.
Credit card purchases and toll-free "800" numbers can increase your response by as much as 50% to 400%. If you're on web make sure you opt for secure on-line transmission (SSL) of credit card orders... or allow other means for your customer to provide their credit information to you.
10. ASK FOR ACTION.
It's amazing how often otherwise good copy never gets around to asking for order. If you don't ask for action... you won't get any.
11. BUDGET YOUR TIME.
Devote about one third of your writing time to lead elements, headline, subheads, teasers, opening paragraphs.
12. KEEP CURRENT.
Direct-response is more scientific than other types of advertising. Like any fast-moving science, it has it's discoveries daily. This is especially true of writing for Internet/World Wide Web. Subscribe to industry trade journals such as Target Marketing, DM News, Direct, and other relevant publications.
Thom Reece is the CEO and Senior Consultant for On-Line Marketing Group... His website... On-Line Marketing Resource Center ...( www.e-comprofits.com ) is visited by thousands of internet marketers daily. Thom can be reached at: 808-929-7377, Fax: 808-929-8711, or by email at: firstname.lastname@example.org