News
 The
4 Greatest Online Response Depressants
By Craig Huey
Some people forget that although marketing on the
web involves technology, human psychology hasn't
changed with this technology. This is why you have
to be careful to apply the same direct marketing
strategies on the web as you do to your direct mail
campaign. It has been observed that there are 4 very
common online response depressants marketers cause
with their email, websites and online initiatives.
Here are 4 tips to avoid those specific blunders and
make your online direct marketing campaign a
success:
1. Make sure your copy is direct response copy.
Direct response copy is unlike any other. It's
salesmanship in print. And every word counts. The
two most common myths regarding copy are that long
copy won’t be read online and short copy will
produce more sales. This is far from true. Your copy
needs to be as long as is needed to make the sale,
and not one paragraph less. There’s no such thing as
copy that’s too long, only copy that’s too boring.
2. Use direct response graphics. Avoid flashy,
distracting graphics. They hurt Search Engine
Optimization. Your site should be functional and
simple. It will do better. Google is a perfect
example of a simple and effective site. Also, always
use a white background. No reverse type. And your
font should be 14-point Verdana or Arial type.
3. Make your offer clear. It’s not about what you
get, it's about what your prospect gets. The offer
needs to be about the prospect, not about the
product or service. It involves the guarantee,
discount and/or premium.
4. Your Unique Selling Proposition (USP) must
quickly grab your prospect's attention or you’ll
quickly be clicked into obscurity. To maximize
profits and capture maximum response, you need to
set yourself apart from the competition. How are
your products or services better, faster, stronger,
easier to use, more profitable or trendier? If you
have the hottest pricing information on the market,
say it. Finish this statement: "No where else..."
There is no doubt that if you follow all of these
rules, you will get a higher response.
- Craig Huey is
president of a direct response advertising agency,
Creative Direct Marketing Group, Inc and InfoMat.
310-212-5727 (craig@cdmginc.com).
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