News
 Don’t
write to produce a response, write to produce a
respondent
By Galen Stilson
Hard, cold numbers are how we determine whether an
ad or mailing is successful or not. But we must
always remember that those cold-blooded statistics
are generated by warm-blooded customers. Respondents
produce response, not vice versa. So, don't write to
produce a response. Instead, write to produce a
respondent. There is a difference.
When you create promotions for your prospects, do
you assume that they:
- Are aware of their needs that your product will
solve?
- Understand your product benefits?
- Will take the time to translate product features
into product benefits?
- Are insulted by a presentation that an 8th grader
could understand?
Some marketers make those assumptions consciously,
while others make them subconsciously. Either way,
creating a promotion based on those assumptions is
likely to have a negative effect on response and
profits. Let's say you're selling water purifiers.
You might assume that prospects living in geographic
areas with "polluted" drinking water would:
1) Realize that their water is "polluted,"
2) Therefore realize their need for your product
3) Take the time and be able to translate your
stated product feature: "removes harmful
impurities," into "you'll get sick less often,"
"your water will taste better," and "your children
will be healthier" benefits, and
4) Be put off and possibly insulted by restating
benefits three or four times, by spelling out
step-by-simple-step instructions on how to order, by
using language that an 8th grader would understand.
If you make these assumptions, you would be wrong!
Keep this in mind when you are "promoting" your
product or service through copywriting, over the
telephone, or directly to a customer in a store:
Prospects aren't always aware of their problems.
When they give your ad or mailing a quick look-see,
they are seldom in the mood for mental concentration
or calculation. They want a quick and clear
understanding of what you're offering. If they don't
get it, you won't get it. So, don't assume too much
about your prospects and don't fail to inform them
fully and clearly. If you do, it will cost you
orders.
Change your "creative focus" to produce more potent
ads and direct mail packages.
- Don't think orders -- think orderers.
-Don't think response -- think responders.
Sounds simple. Makes sense. But, do you do it?
Galen Stilson
is a Direct Response copywriter/consultant. Phone:
727-786-1411
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