How to Increase Response Up to 1,000% Just by Changing the Way You State Your Offer
Experienced direct marketers know this – even though businesspeople who are not direct marketers find it hard to believe:
The way you state your offer can make an enormous difference in response – even if all other factors (product, copy, graphics, mailing list) stay the same.
In fact, I have seen a simple change increase response to a mailing by 10% … 25% … 100% … and a few times as much as 1,000%! (Though that's rare.)
Years ago, I had a client who sold utility software for IBM mainframes.
He would send out a letter with a technical description of the software and its function and would offer to send the software on magnetic tape for a "free 30-day trial," which was (and still is) an industry standard.
One day, he made a minor change in his offer. Instead of "a free 30-day trial," he said, "Use this software free for 30 days."
Much to his amazement, response to all his mailings increased by 15%.
When he asked the Information Technology (IT) professionals who were his buyers why this made such a difference to them, they explained that the word "trial" was a turnoff because it made them think of all the extra work they would have to do in order to try out the software for 30 days: come to the office late at night, take systems offline, interrupt service, and possibly lose files.
But being able to "use" the software at no cost was immensely appealing to this audience. That's why it increased response.
Armed with this knowledge, my client made "use it free for 30 days" his standard offer in all promotions.
And then, because of something else he learned from his customers, he changed one more word – and, again, he saw a lift in response, this time by about 10%.
He changed "30" to "60," doubling the length of the free-use period.
Why? Because the IT guys told him that 30 days is not enough time.
Here's what would happen: It would take a week for the software to get from the mailroom to their desks. It would sit in their in-boxes for another week. Then, they would open the package, be intimidated by the manual, and put it aside for another week. By the time they were finally ready to try the software, only a week was left in the 30-day trial period.
Fearing they would miss the deadline and be billed for software they didn't want, they would return it immediately – without trying it – rather than risk being late.
By changing the trial period from 30 to 60 days, a margin of an extra month was built in. The prospects had plenty of time to try out the software and decide whether they liked it and wanted to buy it.
What can we conclude from this story?
- The wording of your offer is important – not a trivial afterthought.
- You never know which offer will pull best unless you test several different ones.
- If you can't understand the appeal of the winning offer, talk to some of your customers and find out what it is. You might learn something that will help you make your offer even stronger.
How to Land Clients in 21 Days with Just Your Computer
How do I land my first client? It’s a question every aspiring freelancer asks eventually. Now, there’s a proven system for landing clients that removes the guesswork. Best of all? No cold calling. Learn More »
“While no job anywhere is secure these days, Michigan, where I live, has been particularly hard-hit. My copywriting income has definitely increased our peace of mind in a very uncertain economy.”
If yes, you could be in big demand, earning big money, writing just a few hours a day from anywhere in the world you choose to be.
Get Nick Usborne’s step-by-step system for creating money-making information websites.
In just 6 hours and 35 minutes, you can be in business earning $60 – $150 an hour writing simple resumes.
Learn the secrets behind succeeding in this in-demand career.
The work is plentiful … the pay scales are generous and the competition is scarce!
Get the answers to the hundreds of questions and concerns commonly asked in specific, step-by-step details.
Use this eight-step plan to make the leap from aspiring copywriter to professional copywriter this year.
Let your fellow AWAI members show you firsthand the easiest, most powerful way to land your first client … BEFORE you finish the program.
Writing for the web is a huge opportunity for copywriters. Let web expert Nick Usborne show you how to write blockbuster web copy in record time … even if you're a complete internet “rookie”!
It’s an opportunity to make $50,000, $75,000, $100,000 a year or more … working just a few hours a day.
A once complicated profession is now something you can do on a standard computer – even if you have little or no “artistic” ability.
It’s one thing to have a website. But if your website can’t be found by the search engines, it may as well not exist.
The Internet creates new income possibilities every day. The biggest among them: online video marketing.
Get the very techniques top-performing copywriters use to rattle off one groundbreaking control after another.
In his new book, Michael Masterson teaches you his very own formula for powerful persuasion and how to apply it to direct mail sales letters as well as online promotions.
I feel like reading another a more detailed information textbook.
Oscarito – May 2, 2010 at 4:18 pm