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Did you ever notice...
The most successful direct response campaigns have something in common —
I was first introduced to this idea while on a call with the great Herschell Gordon Lewis. During the discussion, he simply said — “…specifics sell.”
And the beauty of this concept is that it applies to direct mail... email... display ads... websites... landing pages... etc.
Be personal. Be relevant. Be specific.
If you write in generalities, if you write in broad strokes, if you pen mere platitudes, your copy will not only
be weak, but it will also be boring.
Get to the point.
Tell people precisely what you have to say.
For example, you wouldn’t say that your product/service “…really helps businesses grow.”
Rather, you would say your product/service “increased sales by 83%, over a 60-day run, generating $103,111.69 in revenue for our Milwaukee-based insurance client.”
Specific results. Specific time frame. Specific customers.
Readers want details. Their time is valuable. They will not waste it sifting through sand looking for gold.
Get to the point. Make it clear, make it specific, and make sure it’s something that’s valuable, important, or interesting to the reader. Ask yourself, does it address a pain point or concern they currently have?
And once you’ve mastered this technique, you can use it in other areas of your business, like to promote your company. So for instance, instead of saying that you’ve won many prestigious awards, get specific. Tell the world that you won the Marketer of the Year Award in 2019, 2021, and 2022 and that your VP was awarded the “2020 Medical Underwriter of the Year - Personal" Gold Medal.
Now, of course, this isn’t to say you can make claims without backing them up. In fact, the backup is where you’ll find the details people want to know.
Just do your research, know your market and be in tune with your audience. What is it they want to know more about? What’s important to them? What’s a challenge they’re having right now? What’s causing them stress or anxiety?
Find out and give them specifics on what’s interesting to them — and how it qualifies you to help them.
Last, but certainly not least, be specific in your call-to-action. This is the moment of truth. You’ve told your audience why you are uniquely qualified to help solve their problems, that you have the exact experience they need and that you know their specific troubles.
Now tell them specifically what to do next. In your call to action. Let them know in no uncertain terms, what action to take.
Here are 5 quick tips to help make sure your readers take that action:
So, there you have it. Be SPECIFIC in your copy, your offer, and your CTA. If you can do this, you’ll attract more attention from your readers and you’ll persuade more of those readers to respond because they’ll know EXACTLY what’s in it for them and why they need to respond now.
Or if you need help creating direct response copy from experts who have been using direct response techniques like this for over 40 years, contact J&C.