It's About Lead Generation, Pure and Simple

Lead generation seems to rule the day. True enough, it’s darn hard to sell without a lead.  That’s why Direct Response copywriters are highly sought-after marketing experts. The best in their craft weave words that flip “buy” switches, turning calls turn into cash… for their clients and themselves.

Top Direct Response copywriters can command up to $25,000 to write a sales letter, plus a percentage of sales generated. (Our fees aren’t quite there yet!) Usually these fees are paid by deep corporate pockets with millions to gain or lose, yet they still give mere mortals sticker shock. I understand.

But wait…

Shocker of the Day:

The amazing lead generation results of solid Direct Response ads have a dark side that no one in my field talks about much: if you only use Direct Response, your image will suffer.

In fact, all ad types have an “inverse”. If you only use TOMA ads, don’t expect a big lead count. If you have no Retention effort, don’t wonder why you lose customers. Balance is critical to your success.  So, if you agree on that point, you’re ready to find how to boost leads “on demand” by intelligent use of Direct Response lead generation.

Direct Response Ads are hard-edged offers.  They turn heads. They jolt the reader. If they’re doing their job right, the prospect gets pulled in – sometimes by asking, “How can they offer this?” Remember, the end of scanning is the beginning of selling. That’s done using these ingredients.

      You aren’t the target audience.  So stop talking about yourself.  Forget bragging  about your own self-serving virtues or knowledge.  Point your Direct Response ads at your customers.  Enter their subconscious. Address them personally.  Use "you" and “your” instead of "us" or "we" in every conceivable case.

      Make your headline powerful. It’s responsible for 80% of your readership, so make it count or lose the prospect. Powerful headlines can be immediately beneficial such as “How to Get a $157 ‘Super Tune Up’ Guaranteed to Save You At Least That Much in Utilities… For Just $89”.  They can be imperatives also, like, "Get A New Water Heater that'll keep your showers steamy all year … but please don't pay me a dime for 6 months!"  Now, doesn’t that make you want to take a second look?

      Write about benefits, not features. Tell prospects how they will benefit – and if measurable – to what degree they'll benefit. Then tell them when they'll benefit. You can even try a “damaging admission”, such as “We’re offering this because we’re having a slow season and we want to keep all of our techs on staff and busy.” Your reader must be able to see and feel the gain (or loss) becoming emotionally involved in the process.

      Inform your reader with meaningful specifics and reversal of risk. If you just use the same dumb phrases as everyone else, you're wasting their time and your money. 

Tell them specifically what they’re going to get and how you can guarantee it. Instead of “We’re fast, reliable, and have the best quality in town!” (which is like, a major snoozer), try "Over 93% of our calls are handled within 24 hours."  Instead of the worn-out "Satisfaction Guaranteed," try "You’re guaranteed same day service and satisfaction". Instead of “We can save you money on time”, try "You'll reduce utility bills by 17% or get a check back for the difference." Get creative and tell prospects how you'll be accountable for their comfort, gain, and the competitive advantage only you offer.

Well worded specifics keep readers’ attention and supercharge leads.

      Tell the prospect what to do. This is the "call to action," so give clear directions. If there are any special conditions to your offer, tell the prospect or you're asking for confusion. As an option to increase  immediacy of leads, impart a sense of urgency – such as a specified length of time or number of available units.  I’ll go so far as to say that a Direct Response offer without a limitation is not an offer.

Many contractors are scared to make offers that differentiate them from other contractors, which is great news for those who will. So use intelligent Direct Response for your next lead generating campaign. Direct Response can also be used in newspaper, as inserts, for radio and even television. It works great for service and upgrades. Use it wisely and profit accordingly. 

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