Direct Response Success!
Today’s Direct Response Copywriting Tip comes to you from under the desk (not the couch). This is where my writing inspiration runs the highest (plus I get first option on any lunch scraps that happen to fall from the heavens). Today I want to tell you a short story that illustrates the importance of testing and tweaking in your marketing.
My Mom has been working with one of our private clients over the last 5 months developing a brand new niche for them (they’re pediatricians looking to move into the branded health food supplement market).
We developed a great little marketing system for them that included this very cool sales letter wrapped inside a miniature plastic trash can (my suggestion for the record, was to wrap the letter inside a rawhide bag but that didn’t fly).
Anyhow, this one little sales letter was pulling about a 4% response rate (not too shabby when the industry average for direct mail is less than 0.5%.
But here’s the kicker.
By tweaking just one tiny thing in our letter (and I mean tiny) we got an additional 2% in response rate. Two percent!!!
That’s like a lifetime supply of Milk Bones!
When you hear what we tweaked you’ll be stunned.
It really was tiny.
Ready to hear what it was?
On the outside of the envelope (remember this was a bulky mail item with the little trashcan inside), we used a big red stamp that had just 4 words written on it – FOR YOUR EYES ONLY!
Amazing, huh?
So there are the big lessons in all this for you:
1) Always track your marketing so you know what’s working and what isn’t
2) Always be testing to try and improve your marketing results
3) When it comes to writing copy, little things really can make a BIG difference
4) You humans are a weird unpredictable bunch – who would have known that one silly red stamp would get so many more of you to raise your hands! No wonder copywriting can be so complex!
