How to write copy that gets double the response
Gordon Graham, Editor, SoftwareCEO
My friend Ivan Levison is a well-known and talented direct-response copywriter for the software biz.
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He had references from people like Geoffrey Moore and Seth Godin. He has testimonials from clients like Apple, HP and Microsoft. In short, Levison knows what he's talking about. |
And he's put out a free special report packed with tips on how to improve your marketing.
You can download "101 Ways to Double Your Response Rates!" from Levison's site now.
"Is it really possible to double the response rate you're currently getting from your e-mail, direct mail, web offers and advertising?" he asks. "The answer is a definite, YES!"
Copywriters often find it tough to start or wrap up a piece.
So here, with Levison's permission, is a quick sample of his tips about starting and ending a piece of copy.
♦ Double response tip #1: Five strong ways to begin a headline
Can't get started on your next e-mail blast or sales letter?
Here are five great ways to start a headline, with a few examples of each in play.
Start with "Introducing" or "Announcing" as in:
- Introducing a high-performance scanner for just $49.95!
- Announcing a whole new way to edit color images!
Start with "Now"
Now the hottest PDA on the market is yours at half price!
Now you can try our brand new management tools risk free!
Start with "At last" or "Finally" as in:
At last! A network security solution with all the features you've been looking for!
Finally, a proven way to boost Web seminar attendance!
Start with "How to" as in:
How to back up your PC in half the time.
How to slash the cost of managing your network.
Start with "Why" as in:
Why you should call for a free Virus Alert Report.
Why we're offering a no-hassle three-year warranty absolutely FREE!
♦ Double response tip #2: Use the right "tone"
Should the tone of your letter be conversational or more formal?
"It all depends," says Levison, "but generally a friendly, human, conversational tone of voice does work best.
"One of the biggest problems that beginning copywriters have is that they get uptight and start sounding pompous.
So their work lacks personality and energy."
♦ Double response tip #3: Go out in a blaze of glory
When you end your letter, feel free to invoke the deities or promise eternal life," he says.
"But please... don't leave them with a flat: 'To order, call 1-800-123-1234 or fax us your order card.'
"That's flat and lifeless."
And take it from Levison, that's the last thing in the world you want your copy to be.
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If you liked his special report, you will appreciate Levison's free monthly newsletter. Each issue features short, useful tips... and it's a model for how to write clear, engaging copy that gets read. You're automatically subscribed when you download his special report. |
Or you can subscribe at any time from his website www.levison.com.
Copyright © Computing Technology Industry Association, Inc. Reprinted with permission.
