6 Copywriting Tips For Direct Response That Sells

One of the nation’s top copywriters reveals secrets to powerful print ad, web copy or any other form of direct response copy

To define what constitutes good print advertising, or a web copy for that matter, let’s begin with what a good print ad in not:

o It is not creative for the sake of being creative.

o It is not designed to please copy writers, art directors, agency presidents or even clients.

o Its main purpose is not to entertain, win awards or shout at the readers.

In other words, you need to ignore most of what you would learn in any basic advertising class or from the big marketing agencies.

So, what makes successful direct response print ads?

1. They stress a benefit. The main selling proposition is not cleverly hidden but is made immediately clear. Example: “How to Win Friends and Influence People.”

2. They arouse curiosity and invite readership. The key here is not to be outrageous but to address the strongest interests and concerns of your target audience. Example: “Do You Make These Mistakes in English?” appeals to the reader’s desire to avoid embarrassment and write and speak properly.

3. They provide information. The headline “How to Stop Emission Problems – at Half the Cost of Conventional Air Pollution Control Devices” lures the reader because it promises useful information. Prospects today seek specific, usable information on highly specialized topics. Ads that provide information the reader wants get higher readership and better response.

4. They talk to the reader. Why are so many successful control ads written by direct response entrepreneurs rather the top freelance copywriters and direct response agencies? Because, although these entrepreneurs may not be professional writers, they know their product, their audience and what hold their audiences’ interest. And that is far more important than copy writing technique or style.

5. They are knowledgeable. Successful ad copy reflects a high level of knowledge and understanding of the product and the problem it solves. An effective technique is to tell the reader something he already knows, proving that you, the advertiser, are well-versed in his industry, application or requirement.

The opposite approach – reducing everything to the simplest common denominator and assuming the reader is completely ignorant – can insult the reader’s intelligence and destroy your credibility with him.

6. They have a strong fee offer. Good ads tell the reader the next step in the buying process and encourage him to take it NOW.

The offer should convey urgency in order to generate immediate response and business from prospects that are ready to buy now or at least thinking about buying. Without an offer, you lose many potential customers.

In addition, strong offers increase readership, because people like ads that offer them something – especially if it is free and has high perceived value.

These are the characteristics of successful direct response advertising. “But”, you may ask, “what about general advertising?”

Well, one of the ways to make your general advertising more effective is to write and design it as direct response advertising. Applying all the stock-in-trade techniques of the direct mail marketing (coupons, toll-free numbers, free booklets, reason-why copy, benefit-headlines, informative subheads) virtually guarantees that your advertisement will be better read – and get more response – than the average “image” ad.

This approach agrees with Howard Ruff who said that everything a marketer does should be direct response, since results are all that matter, not the appearance of the ad.

How Can Professional Chefs Also Become Environmental Activists?

Many professional chefs are also environmental activists

With the changing times and more and more emphasis being paid to saving the environment, professional chefs too are getting into the act. They understand that the food they cook and how it is cooked can have a big impact on the environment. There are many ways in which professional chefs can help save the planet through their cooking.

Some chefs have become vegetarian or vegan in order to reduce their carbon footprint. Others try to buy locally sourced ingredients as much as possible to reduce the amount of fuel used in transportation. Chefs can also use methods like sous vide cooking, which uses less energy than traditional methods.

Many restaurants are now starting to compost food waste, saving both money and resources, and of course, one of the best things professional chefs can do is educate their customers about environmental issues and how they can help too.

Being an environmental activist does not mean that they compromise on the quality and taste of their food; rather they can use their skills and creativity to come up with delicious, sustainable dishes that will make a difference. By being environmentally conscious while they cook, professional chefs can help make the world a better place for everyone, one meal at a time!

Chefs can make a difference by speaking out about the food industry’s negative impact on the environment

One of the ways in which professional chefs can help make a difference is by speaking out about the food industry’s negative impact on the environment. Many chefs are already doing this, and their voices are being heard!

In October of 2018, nearly 100 chefs from around the world gathered in Copenhagen for an event called “Chefs Feed The Planet”. The goal of the event was to get more professional chefs involved in environmental activism, and to show them how they can make a difference through their cooking.

Some of the ways that these chefs plan to make a difference include:

Using seasonal ingredients.
Reducing waste.
Choosing sustainable seafood.

They can also create more sustainable menus and work with local farmers to reduce their carbon footprint

As the head of the kitchen, senior chefs have the chance to make decisions that can positively impact the environment and still bring in business for the restaurant they are working at. Creating sustainable menus is one of these decisions. By using seasonal ingredients that are sourced locally, they can reduce the amount of energy needed to transport food from one place to another. They can also work with local farmers to get their produce, which will cut down on the number of miles food needs to travel.

In addition, by composting and recycling kitchen waste, they can help divert materials from going into landfills. This reduces the amount of methane gas that is released into the atmosphere as well as conserving valuable resources like water and oil. When it comes to seafood, these professionals can make sustainable choices that don’t harm our oceans. For example, they can choose species that are lower on the seafood totem pole or avoid eating endangered fish altogether.

Some restaurants have even started growing their own vegetable and spice gardens where they use their own compost to fertilize the plants. This allows them to get creative with their menus and also reduces their reliance on commercially-grown produce, which can often come from faraway places.

Professional chefs are in a unique position to help save the environment. Not only do they need to be aware of ways that they can reduce their own carbon footprint, but they also need to educate their staff and patrons about these issues.

Chefs can inspire others to make small changes that will have a big impact on the environment

Celebrity chefs especially have the opportunity to inspire others to make small changes that will have a big impact on the environment. For example, they can recommend bringing your own reusable water bottle to restaurants or choosing sustainable seafood options.

Chefs can also help reduce food waste by coming up with creative ways to use leftover ingredients. They can create recipes that use scraps such as carrot tops, onion skins, and stale bread, or they can compost any unused food instead of throwing it away.

By making these small changes, as professionals they can help raise awareness about the environmental impacts of our food choices and inspire others to do their part in preserving our planet.

Use On-Demand Postcards: The New Easy Way To Market Your Business Fast

When marketing your product or service with postcards, you need three competitive advantages to succeed. The postcard must get attention, it must be fast, and it must be cheap enough to fit in your marketing budget over the long term. Small businesses can t afford to pay for marketing that does not stand out or get noticed. If the postcard mailing is too expensive to mail more than a few times the power of the message will be lost on the potential customer. The faster a postcard gets in a customers hand the faster they can buy your product or service.

3 Keys to Postcard Success:

1. Get attention

2. Deliver fast results

3. Inexpensive so it can be repeated (often!)

These three ingredients are important for traditional postcards.

But used in conjunction with on-demand postcards, your results will accelerate many times over.
Because a postcard doesn’t need an envelope, your message has a head start at getting the
recipient s attention. Today’s full color, digitally bright postcards practically jump out of your
prospect’s stack of mail. With on-demand postcards, you can send a second mailing the same
day you analyze the results from your first mailing — how s that for speed?

Postcards are less expensive than other types of mail. Using on-demand postcards means
smaller run sizes and more refined testing. You don t have to buy 50,000 postcards to get a price
break. It is just as economical to print and mail 50 postcards as it is 5,000. With smaller mailings
you can target potential customers better and bring results that can match, in revenue, that of an
expensive print or broadcast campaign.

Goals of a postcard campaign

First figure out what you want your postcard to achieve. What results do you want with each
mailing? Once you know your objectives, measure your results and adjust your mailing
accordingly. Are you looking for leads? Do you need to get more people into your store or to your
web site? Are you trying to boost sales of a featured product or service? Some of our customers
use postcards for:

Open house

Just sold

Just listed

Special sale announcements

Classes

Thank you

Grand openings

Tradeshow notices

New locations

Your postcard’s main message needs to be simple and direct. Create a sentence or two that
zeroes in on your main objective. Postcards are excellent for conveying a simple one-part
message– Buy this, Just Listed or Now Open in Your Area. Consider sending a series of
postcards if you want people to do more than one thing. Each card can concentrate on motivating
readers to do a different task.

For example, one of our customers ( Scott ) uses postcards to increase attendance at his oneday
training class. The full color on-demand postcard is sent out two weeks before the class to a
list of 5,000 potential customers in his local area. Targeting like this can increase response by 40
percent. The postcard focuses on a single item, learning how to trade stocks for a large profit.
The results of the mailing have been very positive. Over 250 people sign up for each class
yielding over $60,000 in lifetime value for a cost of less than $2,700.

Targeting Customers

Your potential customers can be split into one of two broad categories, consumers or businesses.
When you target consumers, consider the ways of breaking down your audience into
subcategories: location, income range, ages, men or women, and type of dwelling are common.
Targeting a business is a bit different. Business-to-business audiences can be classified
according to industry, number of employees, annual sales, and industry groups they may belong
to. Once you have identified the appropriate subcategories, then it is very straightforward to
purchase a list of mailing addresses. It is even possible to instantly download mailing lists from
websites such as http://www.zairmail.com.

Another great way to use postcards is to target your existing customers. With on-demand
postcards you can segment your customers into groups, and send each group a different
postcard designed specifically for them. One postcard mailing can go to people who buy often
and in large amounts. Another postcard can go to customers who buy less frequently or haven’t
purchased in a while. Unhappy or one-time customers could comprise a third and fourth mailing.
Building your own house address list will be invaluable part of your overall marketing approach.

How to design your postcard

Like any marketing document, start with a headline. Begin with an action word. Promise an
irresistible benefit customers will receive when they buy from you. With postcards, the shorter the
copy the better, so cut out extra words. Headlines work best when they are black, bold type on a
white background. White on a dark background works well, too. Avoid colored type– it can easily
blend into the background making your headline less attention getting. Write in a mixed case (like
this sentence). Capitalizing The Beginning Of Each Word or PUTTING YOUR HEADLINE IN ALL
CAPS makes your headline harder to read.

Use a full-color photo to make your postcard look more impressive and stand out from other mail.
Templates are provided on our website that allow you to use Microsoft Word to generate custom,
professional-looking postcards that are ready to upload and mail.

Finally, take advantage of the different sizes of postcards that are available; 4.25 by 6 inch cards
are conveniently-sized and perfect for short messages. The larger, 6 by 9 inch card can hold
more information, attracts attention and can still be mailed at a reasonable cost.

Inexpensive, fast, and effective, postcards are a great way for a small business to gradually build
its customer base and sales. Postcards are also an effective tool to augment a larger company’s
print and broadcast campaigns. By following these simple tips, you can ensure your postcard gets
noticed and creates results.