1. Direct Response-Increasing Secrets by Linda J. Maynard LJM Marketing www.ljmmarketing.net 7

2. Response-Increasing Secret #1 Always use Direct Response copy in your marketing efforts-anything else will suppress response

7. Response-Increasing Secret #1 Decades of testing prove that almost any kind of Direct Response copy gets more results than almost any image advertising copy

8. Long copy almost always works better than short copy A leading direct marketing agency evaluated brochure, sales letters and self mailer against each other in a five way test. Several Different sizes of brochures, sales letters and self-mailer were evaluated against each other in a five-way test. Take a look at the test results: Response-Increasing Secret #1

9. 5-Way Direct Mail Test PACKAGE: RESPONSE RATE: Brochure in Envelope 0.5% Self-Mailer 1.0% Long Brochure and Short Letter in Envelope 3.2% Letter and Brochure Combination in Envelope 4.0% Short Brochure and Long Letter in Envelope 7.3% Response-Increasing Secret #1

13. In these times, constructing copy that sells your product or service requires techniques, psychology and science Response-Increasing Secret #1

24. Response-Increasing Secret #2 #2: Decide exactly how your buyers will benefit from the most important features of your product or service…and tell them how these features benefit them

26. Response-Increasing Secret #2 #3: Determine your prospects’ exact needs and desires…so you can give them the right kind of compelling copy that makes them want to buy from you

28. #4: Make sure you determine exactly what the benefits should be so you don’t get them confused with features Response-Increasing Secret #2

29. Life insurance companies refer to the money they pay to beneficiaries as “benefits.” A $100,000 insurance policy payoff is a feature , not a benefit! The buyer’s sense of security in purchasing an insurance policy is really the benefit. The buyer knows that he or she is going to feel more secure regardless of what happens. Response-Increasing Secret #2

31. Your order form must be an effective closing tool Response-Increasing Secret #3

32. Follow the order form “musts” Order form MUST be able to stand on its own and complete your sale all by itself. Order form MUST make it as easy as possible for your prospects to act once they have been motivated to reply to your direct mail package. Response-Increasing Secret #3

33. Some prospects will read your letter first Others will read the order form first to learn quickly what you want them to do before they decide whether or not to read the rest of your direct mail package. And others will skim you letter quickly…then read the order form where they can find a concise description of your offer. Response-Increasing Secret #3

34. 2 very important rules… Rule #1: Make sure your order form is EASY for your prospects to read, use and understand. Rule #2: Only use Direct Response graphics-avoid making the order piece a corporate brochure. Response-Increasing Secret #3

35. The Internet is your most cost-effective, response-generating tool ever-when used correctly Response-Increasing Secret #4

36. Web Rule #1: The web is a direct marketing medium The Internet is technology. And, it’s not an editorial delivery channel. Nor is it a brand-building strategy. It is a rapidly growing & flexible direct marketing medium. Response-Increasing Secret #4

38. Web Rule #2: Your website must be a Direct Response marketing website More can be done to increase your response by making your site a direct marketing site than anything you could do with improved email, banner ads, higher positioning with search engines or any other media improvement. All of this can be accomplished using Direct Response strategy and tactics in copy, art and offer. Give substance using an informational approach that sells, presents an offer and has a strong close. Response-Increasing Secret #4

39. Web Rule #3: You must use multiple entry points Multiple entry points are the key to maximizing your net reach. Response-Increasing Secret #4

40. Health Alert Dr. West Heart Arthritis content sales offer close Response-Increasing Secret #4

42. Response-Increasing Secret #4 By using multiple entry points, most people entering your site won’t see your home page. That’s good! Instead, prospects will be directed right to the information they were searching for. Keep your home page simple, and not confusing. Rely on the entry points-not the home page-to sell your product or service. Web Rule #5: Limit the use of your home page

43. Response-Increasing Secret #4 If your site is a marketing site designed to sell your product or service, your advertising copy must follow all Direct Response copy rules. This includes “you” oriented copy; benefits, not features; and all the tested and proven techniques that can make or break a direct mail piece. Web Rule #6: Use Direct Response copy only

44. Response-Increasing Secret #4 Just as with any other medium, your website graphics must be designed to motivate people to read your copy. Graphics must guide their eyes and encourage readership. Your graphics must not slow prospects down on the web. Web Rule #7: Use only Direct Response graphics

45. Response-Increasing Secret #4 Just as with any other medium, your offer on the web is critical for your success. This includes using a discount, premium(s) and a money-back guarantee. Web Rule #8: Use a direct marketing offer

46. Response-Increasing Secret #4 Don’t settle for poor or mediocre response. Examine your current website from a marketing perspective. Are you falling short of the response you want and need? Start doubling or tripling your response NOW!

47. Response-Increasing Secret #5 Use offline marketing to make more money in an online world

49. Response-Increasing Secret #5 10 Tested and Proven Keys to Drive More Traffic to Your Site

51. Response-Increasing Secret #5 #2: Make all your offline efforts totally accountable Always trace and record your offline advertising results, so you know exactly what is working and what is not working. Be sure to compute your cost-per-sale just as you would for every direct mailing you send to your prospects.

53. Response-Increasing Secret #5 #4: Always use a direct marketing site with Direct Response copy, art, offer and strategy Make sure your website is not an antimarketing or nonmarketing site…unless you just want “hits.” A good, productive direct marketing site is designed especially to sell products or services, or to collect email addresses. It follows all the time-tested and proven direct marketing rules…through copy, graphics, offer and strategy.

55. Response-Increasing Secret #5 #6: Be sure to test direct mail. It could easily be your most successful advertising medium to drive prospects to your website!

57. Response-Increasing Secret #5 #7: Be sure to test display advertising. It can produce terrific results for you if it is prepared correctly! Small space ads can be created with powerful themes, powerful headlines and lots of compelling “tease” bullets…making them very cost effective. A strong headline can be responsible for up to 70% of the success of any ad.

58. Response-Increasing Secret #5 #8: Don’t overlook alternative media. They can also be very productive and cost effective

59. Response-Increasing Secret #5 By using a copy strategy that “teases” and does not sell but is used only to drive people to your website, use new and “unique” media for your offline marketing…

63. Response-Increasing Secret #5 When you use TV to drive traffic to your website, you’ll get the best results by advertising niche products on niche cable TV channels. #10: TV advertising, especially targeted cable, is also a very powerful way to drive traffic to your website

64. Response-Increasing Secret #6 Online offers that follow tested and proven direct marketing strategies will multiply your sales

66. Response-Increasing Secret #7 Use magalogs to set your products apart from the competition and watch sales soar

67. Response-Increasing Secret #7 Magalogs look like a special interest magazine chock full of important information. Usually a 4 page piece. Offers hard facts using direct response copy and graphics to inform hungry and/or skeptical prospects. Starts with headline that grabs attention and doesn’t let go.

69. Response-Increasing Secret #7 Here are 7 tips to help you create a magalog that’ll make your product stand out:

70. Response-Increasing Secret #7 Tip #1: Create a front cover that grabs your reader’s attention and doesn’t let go

71. Response-Increasing Secret #7 Tip #2: Use pages 2 and 3 wisely to make your magalog a success To pack a real punch, though, place the first few paragraphs of your most informative, most beguiling article at the beginning of your magalog.

72. Response-Increasing Secret #7 Tip #3: Include a lead article The strongest-response magalogs have one well-focused, single-themed main article that sells the product or service and pulls the prospect to the order form at the end.

73. Response-Increasing Secret #7 Tip #4: Use sidebars liberally Sidebars are small articles that accompany a lead story in a newspaper or magazine. Use to highlight a benefit, make a call to action, offer a free Special Report or draw attention to the order form.

74. Response-Increasing Secret #7 Tip #5: Woo your prospect with an order form The last one or two pages of your magalog are an extremely powerful place to put your order form. On one page, pack extensive information on the bonuses and guarantees that accompany the offer. On the other, present your offer, with all the components of a traditional response device and the most important selling points of your product. Most importantly, don’t forget to include clear instructions, a savings certificate and your money-back guarantee.

77. Response-Increasing Secret #7 Any Questions?

78. Direct Response-Increasing Secrets 7