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Direct response pro tip

by brentb
3 replies
Don't ask people what they want, tell them what they want. Don't sell them, be confident and just say, "now you will enter your email, now you will buy the product" etc. Just assume they are going to do exactly what you ask of them, so every detail is important. "People" are dumb. A person is smart. So a smart person will think for themselves about what you ask, so do be nice and do give them a nice pitch, that is still important. BUT... Many will not give it a second thought and will do exactly what you tell them to do, no pitch required, in fact if you pitch to much they get confused!

Story time: We all know about people getting their credit cards stolen online, I am sure you have heard about it. A lot of that is some real shady, sneaky stuff that would trick anyone. A lot of it is not, its just a page thrown together by someone who just learned HTML in 15 minutes out of the dummies handbook and it says, "Enter your credit card information to proceed". PEOPLE ACTUALLY DO IT BECAUSE THEY WERE TOLD TO DO IT!!!! So apply that to your marketing.

Real life example. I took a landing page, that was professionally built, it looked real nice too! I deleted like 70% of the nice graphic designed elements, I wrote in big font microsoft paint text: "Enter your email address" "Choose your option" "Purchase with your credit card or paypal". Conversion on the email submit went up 39% and overall 2nd page conversions went up 4% (which was almost double).

Yes it really is this simple!
#direct #pro #response #tip
  • Profile picture of the author Meir
    I don't believe this is valid direct response tip.

    I'll stick with what has been working for me for the past 20 years which can be summed up with the following:
    "The more you tell the more you sell"
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    • Profile picture of the author brentb
      I supposed its more about general call to actions to be fair but it is most certainly valid. Obviously depending on the product you need to sell at varied levels but for strictly an email submit, I see people getting too crazy with it. Just tell them to "Enter email" "receive email about xyz", if that isn't enough then what you are emailing them about probably isn't worthwhile. Its not enough to just have the email form there, you need to TELL THEM what to do.
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  • Profile picture of the author Mark Pescetti
    Your CTA needs to be clear.

    But you don't necessarily tell them what to do.

    If you trigger the right emotions, getting prospects to take action is effortless.

    If you're off-target in connecting with your ideal audience...

    ...tell them what to do all you want, they ain't gonna do it.

    Mark
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