News
 How
to Convert Inquiries into Orders
By Galen Stilson
Noted copywriter and consultant Galen Stilson shares
his advice on how to convert inquiries into orders.
Here are his tricks of the trade. Read more.
Depending upon your order margin, your attempt at
conversion may involve anywhere from one to ten or
more attempts. How many conversion attempts are
right for you? A rule of thumb is: “Keep mailing
until it’s not profitable to do so.” If you still
show a profit after 10 mailings, keep on’ a going.
What would a series of conversion attempts include?
Here’s a hypothetical example:
Attempt #1: Your full sales package, including a
“thanks for requesting information” note.
Attempt #2: Carbon copy of original letter with a
reminder of any discount cut-off dates. Include a
testimonial sheet.
Attempt #3: New letter giving a premium expiration
date. Response device to indicate last chance to get
premium.
Attempt #4: Letter from a top-level executive that
uses a different appeal from past efforts.
Attempt #5: New letter built around a strong
testimonial, backed by other testimonials. Offer a
new premium or incentive.
Attempt #6: New letter built around your guarantee
and no-risk offer.
Attempt #7: Last-chance offer that summarizes the
entire series. You might want to give a special
“final offer” – a “bribe” – if you will – to make
the sale.
The mailing time-frame might be one-per-week or
every two weeks (depends upon your experience).
After the conversion series is finished, those who
did not order should be plugged into a list of
non-responders. These prospects should be mailed
(full dm package) on an annual or semi-annual basis
until you determine that they’re no longer
legitimate prospects.
--- Galen Stilson is a direct response
copywriter/consultant. Contact Stilson at (727)
786-1411.
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