Have you ever wondered why you get those mailers addressed to the fictional “Occupant?” Do some make you cringe, while others raise “the eyebrow of curiosity” causing you to hang on to it and show it to someone, possibly even purchase? Never? Of course you have.
Well, they’re being sent out in droves right now, and competition for your attention is fierce. There is risk associated with direct mail advertising, and it isn’t the right choice for every business. For some companies direct mail is extremely effective. Marketers will tell you: everything from the color, to the pictures, to the right words and precision placement of those words was carefully scrutinized before the ad ran. Slightly altering even one area can radically increase conversions.
It stands to reason that free resources offered on the web make great copy a necessity for small businesses online, too. Website pages, landing pages, and ads all depend on persuasive copy. That information gets shared all over the place. If the copy needs work, a business can unknowingly suffer.
Here’s a famous quote from Dad,
“When you don’t know, you don’t know that you don’t know.”
No kidding. That quote is especially true when it comes to your copy. If you think your web copy or direct mail advertisement could be more effective, you’re probably right.
How can you tell if your copy is working for you?
Remember not to sell or write for yourself. If you catch yourself reading your material and asking, “Would that convince me?” you’re in trouble. You’re not selling to you, you’re selling to those who already need you. What do they need? What problems of theirs do you solve with your product, service, or advice? Chances are your needs are not theirs, and you may have a whole lot more to offer when you change your perspective. Online improvements should noticeably increase traffic over time.
Tell us, are you enjoying higher rates of inquiries, service calls, or product sales as a result of changing your copywriting focus? Are you spending more on online or direct mail campaigns? What’s working best for your local business?
