How To Go Above & Beyond the Industry Standard of 1-2% Return on
By Al Lautenslager
Talking Directly To Your Prospect To Increase Their Response
the definitions that Webster gives to the word, respond is: "to
act in return." Im sure, that in all of our marketing investments,
getting a prospect to act, certainly would be satisfactory if not
exceptional return. Imagine sending out a mailing and everyone
responded. Impossible or impractical you say? Maybe so but just
imagine and set that as a goal.
Webster's definition to come true we must give that prospect a
powerful reason to act or in the case of Webster, to "respond".
Lets look at a few ways to get off of the industry average response
rate of 1-2% and approach that imaginative goal mentioned above of
certainly more than that industry average.
Create a sense of urgency
Creating a sense of urgency not only sets you apart from your
competition but also will increase response rate. " Respond before
midnight on Friday and receive a special gift…"," for a limited time
only we will offer 2 for the price of one, but hurry there are only a
few left", are a few examples of creating a sense of urgency.
Offer something for free
market research company decided to test the use of an offer for a free
report against an offer for free entry at a seminar. Both promotions
worked exceptionally well. Interestingly, the free report offer
attracted 50% more responses than the free seminar offer and even more
than the offer not offering anything free.
Understanding what motivates your prospect to purchase will help you
formulate your offer. Here are other motivations that increase return
on direct mail promotions:
Increase profits and revenue
Work more efficiently
Increase your productivity
Manage your time better
Experience a true state of satisfaction
offer that has proven to be highly effective, if you have outside
sales activity, is to offer the customer a "free consultation". You're
going to call on them anyway, but people like to be offered things for
Attach a value of your offer
sure you mention the real value of any bonuses that you're offering.
That way people can get a better understanding of what your
proposition is worth and therefore the true sense of value when doing
business with you. Example: " receive 2 for 1 if you purchase this
month, an $89 value with your purchase".
Call to action
with a sense of urgency, always, always put a call to action in your
message. Prospects and customers act better and quicker if you tell
them to. "Call today", "fax this form back", "email for your offer",
are a few examples of a call to action.
Sometimes depending on your special offer you will attract large
numbers of 'unqualified' prospects but this will help you build a
database. Other times you will attract smaller numbers of higher
quality prospects which increases your probability of turning a
prospect into a paying customer, therefore increasing revenue.
the all or parts of the above will increase your response to your
direct mail campaign but there are more tips and techniques that will
take the response even higher. Consider the content of your message:
highly effective message will have the following characteristics:
Offering strong benefits/solutions
Scannable, not long text
Attention getting headlines
content techniques that work are the following:
Identify with a problem that you have a solution for
Include a p.s., which has one of the highest readerships of all
Involve the reader with surveys, questions, contests
make your copy interesting. Chop it up. Fill it with fact. Write it as
if you were the reader. Don't bore your prospect. Don't overload it
with your offer. Make them want more.
see there is a lot that goes into increasing the response of your mail
campaign. Treat the layout like you would a design job for a customer.
Use borders, highlights, color, bullets, frames, graphics along with
all of the above techniques and your return will climb over and above
the industry average.
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