As previously discussed in this article here are the other seven important copywriting triggers:
For headlines and envelopes, people too often try to make the sale before the sale can be made.
Instead you want something that makes them so curious, they have to keep reading.
For example, one of our most successful envelopes simply said (again, changing the topic): “The IRS Is Praying You Won’t Open This Envelope.”
People make decisions based on emotions, then use reason to either reinforce or change that decision. If you walk by a new sports car you may think, “Ooh, that’s cool!” You then start thinking, “Yeah, but I can’t afford it” or “You know, I think I can swing that!”
But if you don’t like sports cars, you’ll never bother to ask yourself if you can afford it. I know that if an ad doesn’t make a person FEEL “I want that” within about 3 seconds, it will fail no matter how many reasons it lists for making the purchase.
Whatever price a person sees first becomes their baseline. Too often, businesses want to start with the lowest price and go higher so that the customer isn’t “turned off” by the high price.
This is backward. For instance, when I sold electronics long ago, we would always say, “I’ll show you this model with all the features first.”
It was wildly expensive and we rarely sold any of that model, but by using it to “explain the features” we set the baseline price very high, and all the rest seemed like a bargain by comparison.
Also, as I moved down the line customers were “losing” features. They were thinking, “Do I want to do without that?” rather than “Do I really need that?” (which is what they think when you move up rather than down).
So you ended up selling a higher-priced model on average than if you started from the low-price, feature model and moved up. Construct your direct response offers the same way.
The more choices your buyer has, the more likely they are to make no choice at all. Focus on one thing, and provide one offer.
Tell Them What to Do
It’s amazing how many people neglect this. They present their offer and forget to tell the customer exactly what they need to do next. For example, in campaigns, I tell people where and when to vote, and even tell them to mark their calendars.
This is the basis of content marketing and it’s a stalwart of direct response marketing, too.
Do something for your potential customer, even if it’s small.
That’s why your public TV station and your alumni association send you free return address labels (or used to) with their requests for donations.
It works, even if the value of what you’re giving them is relatively small.
Remind people of their past behavior and explain why it’s consistent for them to do what you want them to do. If you’re sending a fundraising email to a list of Sierra Club donors, remind them that they are committed to the cause before getting to the ask.
There are many, many more, but if you follow these 14 tips, it’s more than likely that you’ll succeed.
If you can, make people feel like part of the team. When recruiting campaign volunteers, after asking if someone will help out, we then ask if they have their own transportation or need a ride (reciprocity).
If they have their own, we ask if it’s okay for us to contact them as a potential carpool driver in case there are others near them with no transportation.
Rather than imposing on them, it makes them change from being someone who is doing us a favor to someone who has some responsibility for the group. They now “own” their role as a volunteer.
*Bonus Tip #2
Instead of offering 16 tips, offer 14 and peel off 2 as “bonuses”—it seems like you’re getting more that way.
Article curated from MOBE and Ernie Jones