2 “Better” Motivators
It’s long been said that the two prime motivators in direct-mail copy are fear and greed. But for obvious reasons, those two rather unsavory emotions are not best associated with the mission statement of a non-profit. So how does a copywriter leverage the powers of good to compel the spirit of generosity?
-
Curiosity. In a recent mailing from the National Multiple Sclerosis Society, questionnaires intended to get prospects thinking about MS had unexpected success.
“We had no idea how it would impact response rates, but it’s been very positive,” says Krista Byers, senior national director of database marketing for NMSS. She reports the organization expects up to 15,000 responses by the program’s end. The survey, which comes attached to the reply device, has simple instructions on how to fill it out and return it. The copy promises a premium upon receipt. The survey features a short list of one-line questions and asks prospects to respond by picking from a range of feelings (“Strongly Disagree” to “Strongly Agree”).
-
Encouragement. The American Red Cross helps prospects feel they’re making a real difference by sending a certificate of appreciation that’s personalized for each donor. Use of words such as “caring,” “support,” and “generosity” go a long way to inspire warm feelings in donors. To further add to the prospect’s sense of well-being, the American Red Cross lists its designation as a four-star charity on the back of the reply device. It’s an important callout, and Cynthia King, senior associate in the organization’s chapter mail program, reports that “recipients consistently respond to it.”
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 »
“I’m no longer stuck in a 8-5 job in an industry in which I have little interest, for an average salary, with very little time with my son. Copywriting’s made all the difference in the world.”
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.
Guest, Leave a Reply
Please Note: Your comments will be visible by everyone.