Your Direct Source Newsletter: Copywriting and Direct Response Tips and Techniques

Proven techniques that can multiply response rates from your promotions

Every copywriter has her own technique for turning out successful copy. I keep a folder of great tips and techniques that I review before I begin a new project.

I find them invaluable and have listed some below for you to try before you finalize your next promotion.

1. Read the copy out load. If you stumble, the statement needs to be shortened.

2. Put the copy through the Flesch Kincaid Grade Level readability test. It tells you the number of years of education a person needs to be able to understand the text on the first reading.

For promotional copy, simplicity is best. So it's recommended that the score is between grade 7.0 to 8.5. Go to Read-Able to try this tool.

1. Perform the "so what" test. As you read through the copy stop at every promise or benefit and ask: yourself "so what." If you're not impressed, why should the prospect be. Take these weak benefit statements and rewrite or delete them.

2. Be objective and ask yourself, "would I buy it?" If your answer is "no" the copy is weak and needs to be reworked. Are the benefits strong, does the copy explain what's in it for the them, and does it address all possible objections.

3. Continuing with the above, does the copy address all the objections your prospect might have? Imagine sitting face–to–face with a prospect. What would be his objections to buying your product For example . .

"It's too expensive." Does the copy justify or minimize the price.

"I never heard of your company before." Does the copy sell your company. Does it talk about the number of years in business, its specialty, write-ups in publications, etc.

"How do I know it works?" Does your copy display your guarantee prominently in several places within the copy? Is it a solid, unconditional guarantee? Are there testimonials or studies?

Using these techniques before you finalize your copy can make a tremendous difference in its response rate.

How to lower your e–newsletter opt–out rate

Before you send out your next client email or newsletter, take a look at the responses to a recent survey by the CMO Council:

• 63% of respondents stated they would consider switching brands if they received generic, irrelevant content.


• 2% of respondents have already switched brands for this reason.

Email communications should provide unique and useful information that your clients can use to improve their business or lives. They should serve your clients first and sales second.

New tool that makes Twitter work harder for your business

There's no denying it. Social media is having a major impact on how people communicate. From a business standpoint, it's the best way to engage your customers and prospects. But before you start, you should ask yourself if you have the time or the resources.

If your answer is "no", there's a new tool that could help.

Keep up with all your social media accounts without logging in

NutshellMail is perfect when you can't dedicate full time resources to social media.

It's a new, online application that lets you keep track of all the activities on your social media accounts without logging in.

When you sign up, you get email notifications (you specify how frequently). The emails show the activities from your Facebook, LinkedIn, YouTube, Foursquare, Yelp, Myspace and Citysearch accounts.

This is not just a monitoring service. If you use Twitter, for example, you can reply, retweet or unfollow right from the email.

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