Have you ever wondered what makes you read a particular sales letter yet instantly discard another? Have you ever considered why you feel inclined to only open certain promotional emails when hundreds remain unread in your inbox? Ever thought about what prompts you to call that number at the bottom of the brochure? Today, more than ever, we are inundated with marketing material. Whether it’s in the form of email offers, newsletters arriving with the morning post or even text messages, it seems we cannot escape the ‘promotional pursuit’. And we can’t. Because it’s working! Despite the fact that at one time or another, most of us will complain about the amount of sales mail we receive, direct mail remains one of the most powerful selling methods in modern business, more and more people buy online than ever before ( spending 19billion last year alone!) and professional copywriters are in high demand! (There is a reason why some of the UK’s best copywriters won’t get out of bed for less than £20,000 per sales letter!) The truth is, when we read sales material that engages with us in a way that we can relate to – when we are offered a solution that could be beneficial to us, we actually welcome being hit by the power that is the written word! When written properly, sales material can transform from being that ‘Annoying Pest’ to ‘Welcomed Guest’. After all, not many people can honestly say they enjoy being approached on a face-to-face sales mission. So how do you ensure your content turns those browsers into buyers and prospects into profits? Here are two proven tips that you can apply to your marketing material straight away. 1. Headline before Deadline If you take one piece of advice from this article, let it be this: YOUR HEADLINE IS EVERYTHING; ABSOLUTELY EVERYTHING! No matter how fantastically persuasive the body of your email, letter or web content may be; and even if it contains a golden ticket for a million pounds, no one will ever read it if the headline doesn’t inform, intrigue and interest them. Remember that your prospects receive a lot of promotional material every day so your headline has to be impressive to stand a chance of being opened. Your heading also has to be relevant, so make sure you conduct sufficient research into your target market to create a headline that whets the appetite of your prospects. How many unread emails do you have in your inbox? How many of them read along the lines of ‘This Week’s Deals’ or ‘Don’t Miss Out!? But how would you feel if you spotted this in your inbox: “How the New Phenomenon sweeping...
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