Create an
effective landing page offer; Envelope messages: increase the open rate by 300%; WH Smith:
the newstrade battleground; Case
studies: National Geographic; Specialized Information Publishing Association; PLUS - a common publishing failure
Dear
Colleague,
Your
website and publication are important to you. But they mean nothing to other
people.
It’s up
to you to convince these people of the worth of your products by sending out
promotions telling them what they will do for them.
So what is
the most important part of your promotion?
Most
direct marketers will say it’s the headline of the letter. And the P.S. comes
second.
But they
are wrong. The headline may be vital to some sales letters, but it’s not the
most important part of your promotion. The offer is.
This will
upset professional direct marketing copywriters, because it flies in the face
of universally accepted practice. So why do
I say the offer is crucial? It’s because many people look at the coupon before
anything else. The coupon should immediately answer the readers’ questions.
If that’s
not enough to convince you, here’s the clincher:
Almost
any product can be sold with a well-crafted coupon. But you can’t sell much
just with a letter.
Creating
an effective coupon, landing page or loose insert
The most
important element of any direct marketing promotion is the offer: the
proposition you make to your prospect.
The
offer, which should be encapsulated in full in the coupon or website landing
page, answers the reader’s most important five questions.
Peter
Hobday
Members-only section Subscriptions Strategy issue 62 >>>