Marketing Direct

Tested Concepts In Lead Generation

Pull More Leads Using These Tested Methods

Research proves that one ad can sell 3.4 times more than another; that with small differences in copy or headline one ad can pull 5.8 times more than its competitor.  Whether you're running a $10 classified ad or a $10,000 direct mail effort, you can use these methods to multiply the results you get from the dollars you spend.

The Right Appeal

Consider the following advice from John Caples, in his book Tested Advertising Methods: "I have seen one advertisement actually sell not twice as much, not three times as much, but 19½ times as much as another.  Both advertisements occupied the same space.  Both were run in the same publication.  Both had photographic illustrations.  Both had carefully written copy.  The difference was that one used the right appeal and the other used the wrong appeal."

How to Zero-In On the Right Appeal

• Focus on your readers' self interest.  Can you save them time, work, and money?  Will your product or service make their life easier, more enjoyable?  Do you offer more benefits than your competitors?
• Study everything about your product or service.  Do your homework.  The more you know about your product or service — and the competition — the more likely you will create a winning ad.

EXAMPLE: When we started work on an adventure travel company's account, we spent two weeks researching the business and came across a statement that "adventure travel companies almost invariably sub-contract their clients to local travel firms in the field".

From this research came an ad on what you should know about the local travel firm... before you go on any adventure travel trip.  Our headline?  "WHY HAVEN'T ADVENTURE TRAVELERS BEEN TOLD THESE FACTS?"

How To Write Winning Ads

Always remember — Advertising is salesmanship in print.  When you write a winning ad, you do precisely what a good salesperson does;

• Get The Prospect's Attention.
• Hold That Attention.
• Create A Desire To Buy.
• Make It Easy To Buy.
• Give Reasons To Buy Now.

These are the five basic components of a winning ad.  Include them all in each and every ad or sales letter you write.

Getting Your Prospect's Attention

Do it with your headline.  It's the single most important part of your ad.  On average, five times as many people read headlines as read the body copy.  Unless your headline gets your prospect's attention, you have wasted 90% of your money!

Which headlines work best?

Those that give news... arouse curiosity... or appeal to your reader's self interest.

TIP: Study classified ads.  Find ads with winning headlines.  They're easy to spot because they're the only ones that repeat issue after issue.

Telegraph Your Message

Your headline should telegraph your message to the right audience.  You have only one or two seconds to flag your prospect and make them read your ad.

Five Types Of Headlines

There are five types of headlines which we have found most productive:

1. Headlines which contain news.
2. Headlines which offer helpful information.
3. Headlines which mention the audience.
4. Headlines with specifics rather than generalities.
5. Headlines which ask a question.

The best headlines contain all five of these concepts.  Here's a quick summary of ways you can use them to write your ad or sales letter.

News Headlines:

These can be announcements of a new product... improvements of an old product... or new ways to use an old product.


Introducing A New Way To Save Money

At Last!  An Engine That Won't Burn Oil

Announcing The Internet's Best Bargain

Helpful Information Headlines:

By making your ad look more like an interesting, benefit packed news story you can pull your prospect into your product's story and make them want to buy.


How To Win Friends & Influence People

How To Catch Fish

How To Take Out Stains

Name Calling Headlines:

Want to get your prospect's attention?  Call out to them by mentioning their "name" in your headline.


HOMEOWNERS!  This Is The Lowest Fixed-Rate Mortgage In The Last 17 Months.

SENIORS 65 AND OVER!  This New Life Insurance Costs Only $3 Per Week!

AUTHORS!  I'll Give You Letter Perfect Manuscripts In 48 Hours... Guaranteed.

Specific Headlines:

Specifics are more persuasive... more believable than generalities.  Specifics increase the pulling power of your ads.  For example, the headline "At 60 Miles An Hour The Loudest Noise In This New Rolls Royce Comes From The Electric Clock" is far more believable than saying "A Ride In This Rolls Royce Is Quieter Than You Can Imagine".


Cash Paid For These Household Items

Housewife Sells Glass Plate For $40; Worth $1800

10 Crucial Questions To Ask Your Travel Agent

Questioning Headlines:

Ask a compelling question that flags your prospect... and suggests worthwhile information.  In this way, you can tie in all five headline-pulling concepts into one powerful headline!


Why Haven't Homeowners Been Told These Facts?

Does Every Graphic Artist Need This Table?

Photographers!  What Would You Do In This Situation?

The Final Word

The truth is: MOST ADS FAIL!  Otherwise we'd all be millionaires.  But by following the suggestions just mentioned, you'll greatly enhance your chances for success.