THE LEVISON LETTER
Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising
Ivan Levison, Direct Response Copywriting
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
(yeah, sure), and returned to us to engage in the final, desperate
Man, he came on like gangbusters. He used every pressure
devised. He pushed and pushed and pushed some more but I bravely stood
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
died of leukemia and I really need to make this sale. Can't we do
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
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,
sales letter, or ad will end with a simple listing of an 800 number
a URL. Pity.
Let me give you a typical example how an e-mail I recently
(Company name and URL changed.)
Finally, Anonotech is easier to use than ever! A totally
gives you one-click access to all of its powerful features. Download
free trial version at:
Yeah. That's where the e-mail ends! Not very motivating
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
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
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
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
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.
But don't take my word for how terrific Anonotech really is. All I
the chance to prove that we can solve some of the toughest problems
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
extremely hard to make our software easier to use than ever before!
consider this a personal invitation to download a free, fully-functioning
of Anontech from our Web site right now. I know you'll love what we've
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
and start selling!
How To Get In Touch
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904
Phone: (415) 461-0672
Fax: (415) 461-7738
Web Site: http://www.levison.com
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Copyright 2007, by Ivan Levison, All Rights Reserved.
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