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 31-derfully
Simple Ways to Generate More Inquiries
By Robert W. Bly
Noted copywriting specialist Robert W. Bly believes
there’s many ways to fuel more inquiries to your ads
– without having to compromise on the campaign’s
basic concept. Here’s his 31 secrets of the trade.
A client recently phoned with a problem I’d
encountered many times before.
“Our new ad campaign’s main goal is to create
awareness and build image, not generate sales
leads,” the ad manager explained. “But my management
still tends to judge ads by counting the number of
inquiries they bring in. Is there some way I can
increase my ad’s pulling power without destroying
the basic campaign concept?”
Fortunately, the answer is yes.
There are proven techniques you can use to increase
any ads pulling power, whether your main goal is
inquiries or image. Here are 31 techniques that can
work for you:
1. Ask for action. Tell the reader to phone, write,
contact his sales rep, request technical literature
or place an order.
2. Offer free information, such as a color brochure
or catalog.
3. Describe your brochure or catalog. Tell about its
special features, such as a selection chart,
planning guide, installation tips or other useful
information it contains.
4. Show a picture of your brochure or catalog.
5. Give your literature a title that implies value.
“Product Guide” is better than “catalog.” “Planning
Kit” is better than “sales brochure.”
6. Include your address in the last paragraph of
copy and beneath your logo, in type that is easy to
read. (Also place it inside the coupon, if you use
one).
7. Include a toll free number in your ad.
8. Print the toll-free number in extra-large type.
9. Put a small sketch of a telephone next to the
phone number. Also use the phrase, “Call toll-free.”
10. Create a hot line. For example, a filter
manufacturer might have a toll-free hot line with
the numbers 1-800-FILTERS. Customers can call the
hot line to place an order to get more information
on the manufacturer’s products.
11. For a full-page ad, use a coupon. It will
increase response 25% to 100%.
12. Make the coupon large enough that readers have
plenty of room to write in their name and address.
13. Give the coupon a headline that affirms positive
action -”Yes, I’d like to cut my energy costs by 50%
or more.”
14. Give the reader multiple response options-”I’d
like to see a demonstration,” “Have a salesperson
call,” “Send me a free planning kit by return mail.”
15. For a fractional ad-one-half page or less-put a
heavy dashed border around the ad. This creates the
feel and appearance of a coupon, which in turn
stimulates response.
16. In the closing copy for your fractional ad, say,
“To receive more information, clip this ad and mail
it to us with your business card.”
17. A bound-in- business reply card, appearing
opposite your ad, can increase response by a factor
or two or more.
18. Use a direct headline-one that promises a
benefit or stresses the offer of free
information-rather than a headline that is cute or
clever.
19. Put your offer of a free booklet, report,
selection guide or other publication in the headline
of your ad.
20. Offer a free gift, such a slide rule, metric
conversion fable, pocket ruler, etc.
21. Offer a free product sample.
22. Offer a free consultation, analysis,
recommendation, study, cost estimate, computer
printout, etc.
23. Talk about the value and benefits of your free
offer. The more you stress the offer, the better
your response.
24. Highlight the free offer in a copy subhead. The
last subhead of your ad could read, “Get the
facts-Free.”
25. In a two-page ad, run copy describing your offer
in a separate sidebar.
26. Be sure the magazine includes a reader service
number in your ad.
27. Use copy and graphics that specifically point
the reader toward using the reader service number.
For example, an arrow pointing to the number and
copy that says, “For more information circle reader
service number below.”
28. Consider using more than one reader service
number. For example, one number for people who want
literature, another for immediate response from a
salesperson.
29. In a full-page ad for multiple products, have a
separate reader service number for each product or
piece of literature featured in the ad.
30. Test different ads. Keep track of how many
inquiries each ad pulls. Then run only those ads
that pull the best.
31. Look for a sales appeal, key benefit, or theme
that may be common to all of your best-pulling ads.
Highlight that theme in subsequent ads.
--- Robert W. Bly is a copywriter, consultant and
seminar leader. His website is www.bly.com.
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