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I just tested this and leads decreased by 50%!

by Top Dog Marketer
10 replies
Whats up my fellow copy fiends!

So I'm handling a campaign right now for a local biz and I've been running a full page ad in newspapers all over the country for them.

It's a 2-step ad and prospects call in to a 1-800 # and listen to a free recorded message, and then leave their information.

For the past month the only info the message asks for is:

1. Name
2. Address

I just tested it and changed the free recorded message to ask for name, address, and now email address as well...

and BAM!

The new message made the lead pull drop by 50%

That's half the leads people! This is the power of direct response advertising and testing. Just wanted to share with my fellow copy warriors.
#50% #decreased #leads #tested
  • Profile picture of the author thehorizon
    Maybe some of them don't have an email... or their email are for private reasons? Maybe 3 things are too burdensome for the prospect? Just conjectures.

    It puzzles me when they recklessly give you an address and keep away from giving a totally anonymous email address. Maybe the internet penetration scale wasn't as high as I thought it would be.
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    • Profile picture of the author Top Dog Marketer
      Originally Posted by thehorizon View Post

      Maybe some of them don't have an email... or their email are for private reasons? Maybe 3 things are too burdensome for the prospect? Just conjectures.

      It puzzles me when they recklessly give you an address and keep away from giving a totally anonymous email address. Maybe the internet penetration scale wasn't as high as I thought it would be.
      It is funny huh?

      The actual demographic that this biz usually sells to definitely has email addresses too, so it's not like I'm getting calls from grandmas and grandpas.

      The only thing I cna think of is that on some deeper level the 3rd option/request just doesn't sit well with them.
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    • Profile picture of the author Pusateri
      It may be they are reluctant to give their email address verbally. Spelling things out is awkward, especially if you are hawtdood69@douchemail.com.
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      • Profile picture of the author Top Dog Marketer
        Originally Posted by Pusateri View Post

        It may be they are reluctant to give their email address verbally. Spelling things out is awkward, especially if you are hawtdood69@douchemail.com.
        I actually listened to some of the first lead recordings and one woman's email was hotmama89@random-site.com LOL
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        • Profile picture of the author BJP
          People don't like to give out their email addresses on the phone. It's a pain and surely a name and telephone number is enough. They called you - you call them back.
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          • Profile picture of the author Top Dog Marketer
            Originally Posted by BJP View Post

            People don't like to give out their email addresses on the phone. It's a pain and surely a name and telephone number is enough. They called you - you call them back.
            I actually don't call them back, I just send them free information in the mail right away. That's why they leave me their name AND address.
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            • Profile picture of the author thehorizon
              Originally Posted by Top Dog Marketer View Post

              I actually don't call them back, I just send them free information in the mail right away. That's why they leave me their name AND address.
              Why not leave them hanging for more like a movie teaser?

              That's just the tip of the iceberg. For more exciting bits of information, visit http://____.com .

              And on the page, there's a lead capture page for a newsletter/gift... At least you don't lose those prospects who don't want to give out their email addresses.
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  • Profile picture of the author Marvin Johnston
    Originally Posted by Top Dog Marketer View Post

    I just tested it and changed the free recorded message to ask for name, address, and now email address as well...

    and BAM!

    The new message made the lead pull drop by 50%

    That's half the leads people! This is the power of direct response advertising and testing. Just wanted to share with my fellow copy warriors.
    Just curious since you didn't mention it, did you change the pitch at all to include why you are asking for an email address?

    Marvin
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    • Profile picture of the author Azarna
      From my personal point of view, I would be more hesitant about the email because I know full well that it is far easier to spam that. It costs money to mail things to my address, but free to throw infinite sales emails at me.
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    • Profile picture of the author Top Dog Marketer
      Originally Posted by thehorizon View Post

      Why not leave them hanging for more like a movie teaser?

      That's just the tip of the iceberg. For more exciting bits of information, visit http://____.com .

      And on the page, there's a lead capture page for a newsletter/gift... At least you don't lose those prospects who don't want to give out their email addresses.
      I've actually only tested using a website and 1-800 # when it comes to taking actually orders since the 1-800 # order minutes can add up quick and really cut into your profits, but this is my next test. Instead of asking for email, I'll be grabbing the name and address and then playing a 2nd message after saying "Your stuff is on the way, but for now you can check out this site."

      The reason all of this can be very tricky is because it's a known fact in direct mail and just marketing/selling in general that when you give people multiple options and choices that they can't make a decision and just end up leaving.

      I've done test before where I offered a basic product, a silver product, and a platinum level product and conversions dropped. It performed better with just 1 product choice and that was it. It all definitely just comes down to testing, testing and more testing because it's amazing how dealing with a different niche and different demographics can completely change up the game for you.

      Originally Posted by Marvin Johnston View Post

      Just curious since you didn't mention it, did you change the pitch at all to include why you are asking for an email address?

      Marvin
      Yes, it said that they would receive a special bonus report via email, but like others have already stated in this thread, people just dont want to spell out their email address it turns them off. So if anyone is reading this for now I would recommend just sticking with the proven name and address lead gen format.
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