7 Simple Techniques to Boost Response in Your Promotional Copy (part 1 of 2)
Getting people to respond to online and offline promotional campaigns can be an exercise in frustration. With prospects constantly bombarded with marketing material, it’s tough to craft a unique message that captures attention and nudges prospects off the fence.
Effective messages are clearly written from the reader’s perspective, but there are a few proven techniques one can employ to help boost response.
Here are 7 techniques I personally use to keep the reader engaged and focused on what I want them to do. I’ll cover the first three tips this week. The remaining four tips will be covered in my blog entry on May 5th.
How to Invoke Response Tip #1: Keep it conversational friendly.
This is a hard one for many people because it seems they’re afraid to loosen the reigns on their corporate image.
In no way am I suggesting that you let go of common sense, but it wouldn’t hurt to undo the first button on your white shirt. 
Try to establish a rapport with your reader with a personal message from you to them. Start with a personalized salutation (Dear <firstname>). Use lots of “you” in the body, and finish with electronic signature.
If you’re unsure whether this will work for your audience, use an A/B test to verify results.
How to Invoke Response Tip #2: Draw parallels to your reader’s peers.
Like group counseling, sometimes it helps to know you’re not the only one with a particular problem or need.
When you shine the spotlight on the reader’s peers, it makes them stop and think whether they have the same problem and don’t even realize it.
Here are just a few ways to get your reader to reflect:
- “when I speak with business owners like yourself, they tell me…”
- “80% admit…”
- “ISVs like you secretly wish”
But please, don’t go crazy sprinkling this technique throughout your copy. One mention in the introductory portion of your message is all that’s necessary.
How to Invoke Response Tip #3: Don’t preach.
People don’t respond well to unsolicited advice. Promotional copy that sounds like you’re preaching, or telling them what they should do, is a huge turn-off.
Instead, lead them towards the answer by focusing on their immediate pains. Talk about the long-term repercussions of status quo, and offer up alternate points of view.
All three help your readers draw their own conclusions and drive them to want to take action.