Ivan Levison —
Direct Mail, E-mail and Advertising Copywriting

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Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising

Published by
Ivan Levison, Direct Response Copywriting

July, 2007
Volume: 22 Number: 7

Don't Be Shy -
A Direct Response Copywriter Asks For The Sale

My wife and I were sitting in the car dealer's cubicle.

The moment of truth was arriving fast. We had taken a test drive and made
our final offer. The salesman had "taken our offer to his Sales Manager"
(yeah, sure), and returned to us to engage in the final, desperate hand-to-
hand battle.

Man, he came on like gangbusters. He used every pressure technique ever
devised. He pushed and pushed and pushed some more but I bravely stood
my ground.

Finally, when it looked like we were literally ready to walk, he leaned towards
us and said, "Ivan and Wendy, let me tell you something. My daughter recently
died of leukemia and I really need to make this sale. Can't we do business?"

I kid you not. This guy was so low that he would either: 1. Lie in the most
despicable way imaginable. Or 2. Use the death of his daughter as a
sympathy-getter to close the sale. Nice.

So why am I telling you this?

Because if the car salesman I mentioned was a "10" on the hard sell scale,
many marketers are namby-pamby "1s."

It's true. So many marketers go the expense of copywriting an e-mail or
postal mail piece and then fail to close the sale. All too often, an e-mail,
sales letter, or ad will end with a simple listing of an 800 number or
a URL. Pity.

Let me give you a typical example how an e-mail I recently received ends.
(Company name and URL changed.)

Finally, Anonotech is easier to use than ever! A totally redesigned interface
gives you one-click access to all of its powerful features. Download a
free trial version at:


Yeah. That's where the e-mail ends! Not very motivating direct mail
copywriting is it?

What's the RIGHT way to get the prospect to act? There are many ways
to get prospects moving. This direct response copywriter give you just four.
In each example, we'll pick up the copy where Anonotech leaves things
(with the URL), and then keep on truckin'.

1. Tell them what they can expect to learn.

Let readers know exactly why it's worth spending their precious time finding
out what you're offering. EXAMPLE:

Why should you spend your valuable time finding out what Anonotech has to offer?
Here are just five great reasons for putting Anonotech to the test right now . . . ETC.

2. Tell them what they'll risk or miss if they don't act.

This can be a very powerful motivator! EXAMPLE:

I want you to know that if you don't take a look at what we've got waiting
for you, you could be in big trouble. You see, very soon the version of the s
oftware you're running right now simply won't be able to solve the problems you
deal with every day. Why? Because . . . ETC.

3. Tell them that you want to PROVE to them that everything you say is true.

This can add some spunk and energy to your copywriting. EXAMPLE:

But don't take my word for how terrific Anonotech really is. All I ask is
the chance to prove that we can solve some of the toughest problems you
face every day. In just five minutes, we can show you how you can. . . ETC.

4. Close on a personal note.

E-mail is a very cold medium. Nothing to touch. Just pixels on a CRT. That's
why a personal close can warm things up. EXAMPLE:

A final note . . . I want you to know that all of us here at Anonotech have worked
extremely hard to make our software easier to use than ever before! So please
consider this a personal invitation to download a free, fully-functioning version
of Anontech from our Web site right now. I know you'll love what we've got
waiting for you. In fact, that's a personal promise . . . ETC.

The take-away message this month?

It's vitally important for your direct response copywriter to do more than simply
lay out the wooden "features" and "benefits," write down your URL or 800
number, and expect the world to beat a path to your door. As I say so often in
The Levison Letter, copywriters have to get out there, grab the reader's attention,
and start selling!

How To Get In Touch

Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904

Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com

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