How to Improve Response Rates
By Richard Fouts | April 22, 2009 | 0 Comments
This blog is for marketers and salespeople. Although we focus on those who market and sell technology solutions, many of the things we discuss apply to any marketer.
For example, how can you improve response rates when it comes to marketing copy? Studies show that people have a distinct hierarchy when they pick up any written material from newspapers and magazines to ad copy and brochures:
· First, they read headlines
· Next subheads
· Then, they look at pictures, graphics and captions
· And, then callouts
If your copy passes these hurdles readers go to the text. So spend some time on our headlines since this is the copy that stops a reader cold or abandon you.
The “HOW TO” HEADLINE
How to calculate power and cooling costs.
How to double your online revenues
How to retain your best customers
How to retain your best talent
WHAT, WHY, WHERE
What’s wrong with the antivirus industry?
Why sales training doesn’t work
Where to find more loyal customers
What action you should stop doing
What best practice you should implement right now, today
THE ONE THING
The one thing you should never do
The one thing that contributes most to business failures
The one thing every company should be doing
Think of your copy as a hierarchy of purpose. A headline motivates your audience to read the subhead, which motivates them to look at captions, and so on. Give it a try and let me know if response rates improve.