Over the years my team has ran campaigns across multiple verticals. As my business partners will attest, I am a nut when it comes to split testing. Even when a landing page is killing it I like to split test with new copy. We split test the split tested split tests…;)
Time and time again I have found that the more specific the benefits are in the copy the higher the conversion rates.
Decide for yourself. Which group is more compelling:
“Greatest In The Universe”
“Lowest Price In The City”
“10 out of 10 Customers Surveyed Found Our Hot Dogs Taste Better Than Any Hot Dog They’ve Every Tried”
“Our Prices Are 35% Lower Than All Competitors”
“Made Of 100% Pure Louis Vuitton AAA+ Cowhide Leather Imported Directly From Italy”
The idea is to entice consumers through exact imagery. By creating a specific image in the minds of your audience you rent space in their heads. The more specific the imagery, the more exact of a picture you draw. With powerful benefits, the only way they’ll evict you from their minds is through purchasing your product. Become the itch they just have to scratch!
Generality doesn’t hold weight with people. It is like saying “How do you do?” when you have no intention on inquiring whether your friend is feeling better.
Moreover human beings are the best spam blockers in the world. By nature we are suspicious creatures. When someone tells us their service is the best in the world we think:
- Then why in the hell haven’t I ever heard of it!
- This person is full of shit!
- If I feel like having balls today I’m going to tell them to fuck off!!!
Specificity is master!
P.S. Look, Direct Response Marketing is an exact science. Once mastered it is the safest investment in the world.
I don’t invest in stocks, bonds, or companies that I do not control. I invest in direct response campaigns and subsequently beat the market manifold year after year.
A lot of people have reached out to our group wondering how we consistently churn out pages that convert much higher than any page they’ve run before. They want to know the magic secret? The “secret” is simple. Pick up as much literature as you can find on Direct Response Marketing. Read all of Gary Halbert, Dan Kennedy, and Drew Eric Whitman’s books and watch their seminars. Join direct response associations. Start religiously reading AdAge Power150 blogs.
Spend countless hours building and testing campaigns. Network with other direct response marketers. Live, Eat, Breathe direct response marketing. If you find yourself getting hungrier and hungrier as you learn more, then keep on learning.
Most importantly don’t get frustrated. This year I saw one of our clients launch a campaign and miss his rebill metric by less than 5%. Mind you there was an issue with fulfillment which affected his cancellation rates big time. Instead of optimizing the entire campaign and then relaunching, he up and quit. After 1 test that virtually broke him even! Obviously he wasn’t cut out for Direct Response Marketing.
On the other hand one of our clients hit $47.5 million in revenues last month. They’ve had more pitfalls than most, yet their love for Direct Response Marketing has fueled their growth. Having started in 2005, this group has grown from 3 employees to over 400. They live and breathe direct response.
What about you? Do you live and breathe direct response marketing?
Put Your Competition Out Of Business. Work With Direct Response:
#1 Direct Response Designers & Copywriters
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NOTE: Direct Response takes on campaigns on a case by case basis. Please reach out to us and we’ll either provide you with resources or, if the fit is right, Direct Response will develop your campaign with you.