“What could you measure? What would that cost? How fast could you get the results? If you can afford it, try it. If you measure it, it will improve.” — Seth Godin
Whether writing for an online promotion or a direct-mail package, the need for good copy has never been greater. And while many copywriters have the basic chops to write a compelling promotion, they fall short in their knowledge of other techniques that will generate a strong response rate and higher revenue. It’s not that they’re bad writers, they just haven’t been introduced to some simple concepts that we’ll be examining today.
The first thing to understand is that you, as a copywriter (and marketing departments in general), are faced with three rather basic tasks to accomplish when rolling out a promotion:
Attract more customers …
Sell more products to those customers more often …
Increase the amount of money each customer spends on each purchase.
Do those three simple things and growth will follow. Do them exceptionally well and growth will explode. Let’s take a look at each of them in a little more depth:
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