20 ways to improve your response rates
Even if you don't use me as your copywriter,
you might like to use this handy list when checking
creative work. I use it myself because sometimes the
most obvious things are easily overlooked.
1.
Is it clear what you're offering?
Show the communication to someone who's had nothing to do
with it and see if they understand it.
2.
Is it equally clear what you want your prospect to
do?
Order your product, send for more info, return the
questionnaire, visit your website...
3.
Does your communication have a single strong idea?
More than one idea can confuse and lose your prospect.
4.
Have you shown an obvious advantage over your
competition?
This could be a unique benefit, lower price, better quality
or else your incentive.
5.
Can you make your offer seem exclusive?
Prospects feel flattered if they can be among the chosen
few.
6.
If there's an incentive, is it brought into the
communication early? And is it justified?
"End of Season Sale" is more credible than simply "Sale".
7.
Can you strengthen the communication by quoting
testimonials or independent research?
Satisfied customers or an objective point of view are
powerful ways to persuade new prospects to buy.
8.
Can you offer a guarantee to increase buyer
confidence?
Guarantees are as old as advertising itself - for good
reason.
9.
Have you made your prospect the most important part of the
communication?
Not your company, not even your product or service, but the
improved quality of life that your prospect will enjoy if
they respond.
10.
If your brand is well known, is it featured
strongly?
Your name adds reassurance.
11.
Have you given every reason to respond and, consequently,
overcome any normal objections?
Your communication - whether it be online, print or
broadcast - has to do the work of a salesman. But as it
can't hear the particular objection in your prospect's
head, you need to cover all possibilities.
12.
Have you made it easy to respond (and pay)?
A choice of channels usually increases response.
13.
Is it written in a friendly tone?
It should sound as if you're talking to your prospect face
to face.
14.
Is the tone of voice appropriate for your target
audience?
Talk to consumers as if you were chatting at their kitchen
table. For B2B imagine you're in their office.
15.
Have you matched benefits to features?
"The Golden Fund invests in China's top twenty companies...
giving your portfolio exposure to massive growth
potential."
16.
Have you been specific in your claims?
Not "a great choice of insurance plans" but "a choice of 17
insurance plans, allowing you to..."
17.
Are words, sentences and paragraphs short and easy to
read?
Choose simple words. Sentences with eight words are easiest
to read. Paragraphs should be bite size.
18.
Do your visuals emphasise a benefit?
Put captions to your visuals as they are almost always
read.
19.
In the case of ads and mailings, have you restated the
benefits near the coupon or phone number?
Or at the checkout for your website?
For ads and mailings people sometimes rip out coupons to
complete later. If they can't remember why they did so,
it's a lost sale. Online it’s at the checkout where
they sometimes have a change of heart, your main benefit
can keep them reassured.
20.
In print and screen media, is your font easy to
read?
Newspapers use a serif typeface because it's easy to read.
If you use sans-serif (like this) make sure there's enough
space between the lines.
