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This brings them much closer to buying your products.
Here's an example of what can happen when you use pictures of your product in use, in your marketing. First, go to this website and look for picture of couple using wine-cabinet, about a third of way down page.
I had my client use this exact same photo offline, using this web copy as a long-form sales letter.
Want to know how sales letter did?
O.K., I'll tell you: We sent out 40 letters to a cold list, at an average cost of $2.25 for each letter: it was a $1.38 each for printing, 83 cents for postage on each letter, and another 4 cents for envelope.
The first mailing, my client got 10 orders worth $20,970 Dollars, and since your second and third mailings will usually give you at least same number of orders your first mailing produced... we're expecting another $21,000 Dollars worth of business from this mailing.
Not bad, hey?
There was one tragic thing, though. The painful part of this was...
He didn't have 400 names instead of only 40!
If you're going to use pictures, use photographs... and nothing else.
If you're going to show a photo of your goods and services, show your product or service actually being used.
And lastly, I didn't tell you this before, but I'm going to tell you now: Always put captions underneath your photos. People tend to look at photos with captions, and then read caption itself, but many times, photos without captions get ignored. Why?
It has to do with your early programming from way back in elementary school when you were trained to read using textbooks, and then later on, newspapers.
All photos always had descriptive captions underneath them, didn't they?
And think back... what was first thing you did when you saw a photo with a caption?
Chances are, you looked at photo and then you read caption.
Well... just like bakery bread-slicing machines... some things never change.
What's going to happen is, your prospects will be doing exact same thing when they're reading your sales promotions: First they'll look at your photos, and then they'll read captions underneath.
Good pictures always lift your response rates. Start using them right way, immediately... and you'll guarantee this.
Here's something else I bet you'll find unusual: Did you know, studies show men actually prefer seeing pictures of men using your product, and women actually prefer seeing pictures of women using your products? Yes, it's true!
Craig Garber is one of America's Top Direct-Response Copywriters and Direct-Marketing Consultants. For more copywriting tips, go to www.kingofcopy.com Copyright 2005 www.kingofcopy.com