Mid March, 2022
When I talk to new clients about copywriting an email, they often ask me something like this:
"Ivan, what kind of response rate
do you think we might get?
All we need is a ballpark guess. And don't worry.
We won't hold you to it."
I certainly don't blame them for asking.
But they can’t blame me for not answering.
You see, there are so many variables involved, that guesstimates about response rates are really meaningless. (And, by the way, clients DO hold you to your predictions!)
Here are four reasons it's tough
to predict response rates.
1. The List. Are you using a house list that's well cleaned? (Fabulous!). A compiled list? (Iffy). A brokered list you've never tried before? (Dangerous). Without having experience with a specific list, you can (and must!) test, but you sure can't predict.
2. The Offer. Let me offer your prospects a free Rolls Royce and I'll guarantee you a 100% response rate. What's that? No Rolls Royce? Instead you want to offer a White Paper on the history of Zero Bias Schottky Diodes? The point is, you can't guess at results until you know you have a winning offer.
3. The product positioning. Here's a research institution's definition of positioning: "The objective of positioning is to create the image or identity of a brand or product so that consumers perceive it in a certain way relative to competitors."
There are obviously a huge number of ways to position any product or service, and success depends on finding just the right one for your purposes. For example, you can position your product as:
- The cheapest
- The choice of the elite
- The easiest to use
- The most reliable
- The old original one
- The new and improved one
- Etc. Etc. Etc.
Want to know how your email will perform? First, have confidence in your product positioning.
4. The copywriter. A great copywriter can make or break your email. You'll want to work with a copywriter who knows what works and can get prospects to ACT!
It just so happens I know such a copywriter.
He's a nice guy, easy to work with, and he gets terrific results for his clients . . .
If you need help copywriting an email, sales letter, Web copy, you name it, get in touch.
I'd be happy to quote you a price on the spot and at reasonable price.
