Coming up with effective, persuasive copy to use in your direct marketing offer can be a daunting task. When all is said and done, you may be convinced the copy you’ve come up with is a sure thing, however, the truth is you really won’t know which web copy works best until you have a chance to test different versions and analyze the results. Because of this, scripting your offer should be viewed as a process as opposed to a one time activity. To make things just a little easier for anyone looking to sell products or services online, we’ve created a basic outline of 15 points you should try to include in any direct marketing offer.
Blue: Product or Service Offering: What it is and why I should buy it
1. Product Logo & Tagline- should deliver clear, simple description of key value or benefit.
2. Headline- what is your customer’s pain or issue that needs to be solved?
3. Image/Visual Message- find or create the perfect image that represents the quality or context of your offer.
4. Benefit Points- Why should I buy or act on this offer? Give the visitor 3-5 reasons to take advantage of this offer.
5. Guiding/Supporting Message
Green: Conversion Channel: What you’re telling me to do
6. Urgency Message- a call out for the deal can be used to create exclusiveness for the offer.
7. Supporting Urgency Statement
8. Data Capture- the main goal of your landing page, this should collect all of the necessary data to complete the desired transaction.
9. Credibility Symbols- these are great for building consumer confidence and should be included anytime you’re trying to solicit personal information from a site visitor
10. Action Button- should encourage the desired behavior you have for your audience, for example, if you wanted to get newsletter subscriptions, a ‘Sign Up Now’ call to action would be ideal.
Red: Supporting Content: For people who require more information or may be a bit skeptical
11. Sub-headline – can be used to feature one of your main benefit points.
12. Intro Paragraph- gives details and continues with persuasive and informative copy.
13. Secondary Visual Message- reinforces your brand message. Visual queues are very powerful.
14. Credibility/Testimonial Block- another channel to help build consumer confidence, can also be used to incorporate testimonials.
15. Share- let your customers do some marketing for you. Having an established social media presence will increase your conversion chances as you build a connection with and continue to educate possible customers.